Jacques Coetzer, science of place brief

Science of Place An Identity for Huntly

Introduction .............................................................................................................................. 2 Project partners and context .................................................................................................. 33 Deveron Arts .......................................................................................................................... 33 Aberdeenshire Towns Partnership Huntly .............................................................................. 33 Huntly .................................................................................................................................... 44 Terms of Reference ............................................................................................................... 55 Objectives .............................................................................................................................. 55 Outcomes .............................................................................................................................. 55 The Artist ............................................................................................................................... 55 Timescale .............................................................................................................................. 66 Award .................................................................................................................................... 66 Application Procedure ............................................................................................................ 66 Deadline for Applications ....................................................................................................... 66 Selection Criteria ................................................................................................................... 66 Further information................................................................................................................. 66

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1.0

Introduction

The purpose of this document is to provide information about a residency opportunity for an artist to work with the community of Huntly in Aberdeenshire, Scotland to explore and reflect its identity(ies), with a view to: a) developing a branding strategy for the town and b) advising on its implementation.

For the project Aberdeenshire Towns Partnership (ATP) Huntly, in collaboration with Deveron Arts, wish to involve an artist to work and engage with the community in creative and inclusive consultation exploring the identity (ies) of Huntly and its surrounds. The overall aim is to identify what makes the identity of the place in order to lead to the best brand(s) or strategies to promote the town both to the local community and to its visitors.

The successful artist will work alongside the ATP Huntly branding group to advise on the branding concept for the town. Amongst others, this group will consist of representatives of Deveron Arts, the Huntly Business Association, Huntly Community Council, Aberdeenshire Council and ATP Huntly.

The project consists of phase 1 and phase 2.

Phase 1: Subject of this brief: • Design and delivery of a community consultation on Huntly’s identity and branding opportunities • Development of an implementation plan • Delivery of an artwork that complements the plan.

Phase 2: Implementation of design and marketing plan; a follow-up project from phase 1. This may or may not be carried out by the same artist.

The document sets out: •

The partners behind, and context of, the project

•

A short introduction to the town of Huntly

•

The terms of reference for the residency

•

Contact details for further information

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2.0 Project partners and context

2.1 Deveron Arts Deveron Arts is a contemporary arts project in Huntly, a small rural 4,000 people-strong town in the North-East of Scotland. The town - identity, context, population, politics, visible history - are the starting points for the work of the artists who we invite to come, live and work here.

Deveron Arts has neither gallery space nor an arts centre. Instead, The Town is the Venue is our guiding leitmotive. For each project the team, together with the artists, looks for a fitting context.

These 'found venues', naturally populated by the people of the town, serve as a stage for a range of performances, installations and exhibitions. The absence of a building gives Deveron Arts the opportunity to utilise Huntly, the town, as a vehicle to stimulate research and dialogue through creative exchange.

Artists working with Deveron Arts are local and international, recent graduates and established figures. Focus is on the visual arts which form a catalyst connecting with performance artists, musicians and a wide range of other creative practitioners.

For more information: www.deveron-arts.com 2.2 Aberdeenshire Towns Partnership Huntly Aberdeenshire Towns Partnership (ATP) is a partnership between Aberdeenshire Council, Scottish Enterprise Grampian and Communities Scotland to stimulate sustainable community development in Aberdeenshire's major settlements. Currently, ATP is active across four towns in North East Scotland: Banff & Macduff, Fraserburgh, Huntly and Peterhead. More information on ATP is available from www.atap.org.uk. This residency opportunity relates to and is funded through ATP Huntly.

ATP has been active in Huntly since late 2004. During consultations in 2005 to develop a strategy for Huntly’s future the community identified strengths and weaknesses of the town, a vision for its future and six key themes for action towards realising that vision. These themes, in order of priority identified by the local community are: 1.

2.

3.

4.

5.

6.

Promoting business development and growth.

Promoting Huntly’s image and marketing Improving the environment and encouraging visitors Developing sustainable sites and infrastructure Encouraging skills and learning Promoting sports, the arts, health and culture

The review and development of the Huntly brand was identified as a key project under theme 2, ‘Promoting Huntly’s Image and Marketing’. Identification of the Huntly brand will pave the way for the implementation of other elements of the ATP Huntly development plan, such as improvements to the town gateways, signage and public art.

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3.0 Huntly Huntly is a usually busy market town in the heart of North East Scotland. The town is located adjacent to the A96 Aberdeen-Inverness road, approximately halfway between Inverurie and Elgin. It is also served by a railway station on the Aberdeen-Inverness line and enjoys hourly coach services to both cities.

The town, noted for its fine architecture, has its origins as an agricultural market place. It is the historic capital of ancient Strathbogie. Strathbogie (now Huntly Castle) was the one time seat of the Gordon family who raised The Gordon Highlanders. Although the regiment is now merged into the Royal Regiment of Scotland the town has a proud association with them. Huntly Castle itself is situated close to the confluence of the rivers Deveron and Bogie and some of the town’s many sporting and recreational facilities.

In the late 1990’s, a community trust was formed and, amongst other achievements, organised a major event, ‘Gordon 2000’.

The event attracted Gordons (and others) from all over the world to Huntly. The town was branded ‘The Family Town’ at this time. This trust, ‘Huntly Ltd’, is now moribund (Gordon 2000 proved to be both a milestone and a millstone) and the ‘Family Town’ brand has never been fully exploited.

Huntly Square during an international market, October 2005

In early 2006, new Tesco and ASDA superstores opened their doors for trading on the outskirts of the town close to the A96. These, and other planned edge-of-town developments are seen as threatening town centre businesses. Huntly has a significant industrial estate with continuing demand for additional space. Major private sector employers are RB Farquhar, Rizza’s Ice Cream and Deans of Huntly shortbread manufacturers.. Unemployment although low in national terms, in an Aberdeenshire context is significant.

Over the last two years an embryonic business association (HBA) has emerged from the previous Huntly Traders Association and is keen to develop projects to promote the town. Huntly counts a significant number of (internationally known) sporting, and cultural community groups in the town. It is expected that a wide section of Huntly’s community will be involved in the project to develop the Huntly brand. www.huntly.net Page 4 of 6

4.0 Terms of Reference: Phase 1 Aim of phase 1 of this project is to assist the town (through ATP and the team) with ideas towards formulating a branding strategy.

4.1 Objectives • • • • •

to consult the widest possible sections of the community to stimulate debate about what Huntly means to its community and visitors; what are its core values to develop a programme of activity in partnership with local people and groups, that should lead to a clearer understanding of what Huntly means to them to take into account previous consultations, and artist residence projects focusing on issues surrounding Huntly and its community to develop a shared vision of identity through an art work that reflects this new vision

4.2 Outcomes Phase 1 of the project should deliver the following main results: 1.

Part 1: A report outlining the processes of the community consultation and engagement, and the results. The report is expected ca 4 weeks into the project and needs to include 2-3 ideas and recommendations to the ATP Huntly Branding Group for the next phase of development of a brand. It will include the organisation of and participation in a community meeting at the end of the consultation to develop ownership of the ideas and a way forward.

2.

Part 2: The artist will develop and present the idea as a way of interpretation and complementing the plan. This can be done in any kind of media: design, text, sculptural elements …

The outcomes should focus on: (a) (b) (c)

cultural/artistic outcomes: newness in quality and innovation, - the WOW factor; a distillation of best ideas from the community social outcomes: the programme needs to make a difference to people; to enhance community pride and confidence; to make people discuss new and different things that are of common concern. economic outcomes: ideally the programme should raise the town’s profile through increased media coverage and impact on cultural tourism

A phase 2 of the branding programme is envisaged to fully implement the plan. This depends on further funding and may or may not be in collaboration with the chosen artist.

4.3 The Artist For this project we envisage appointing an artist or other creative practitioner of any discipline who is experienced in developing artistic methods of working with people in the community. The artist will encourage the community to look at itself with fresh eyes, encourage debate as to Huntly’s identity(ies) and come up with new ideas to shape the branding of the town to enhance living, working and playing in Huntly.

The artist would be expected to come and live in Huntly and will be welcomed as an integral part of the Deveron Arts team.

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4.4 Timescale Dec 07-March 08 (four months) 4.5 Award Artists fee £6,000 for 4 months, plus accommodation allowance of £800.

Further assistance will be made available as the project evolves for: • activities and marketing up to £2000 • artists materials up to £5000 .

4.6 Application Procedure Artists are invited to send a project proposal (maximum 2 pages) outlining how they would approach this project, showing details of methodology and community engagement.

Please include a CV and visual documentation of previous work that demonstrates any relevant creative, technical or design skills.

All supporting material should be clearly marked with your name and address. (Submissions are done so at your own risk and returned only if requested).

Please give the name of one referee.

Artists are welcome to visit Huntly or contact Deveron Arts for more information.

Site visits may be arranged.

4.7 Deadline for Applications Deadline for applications: Date of Interview:

31 October 2007 12 November 2007

4.8 Selection Criteria The applications for the residency will use the following criteria to select the successful artist: • • • •

artistic track record experience, ideas, confidence and ability to deal with people in the community interest in the local context availability to deliver the project in the required timescale

5.0 Further information Claudia Zeiske Deveron Arts The Studio, Brander Building The Square Huntly AB54 8BR 01466-794494 info@deveronarts.com

Donald Boyd ATP Huntly Huntly Business Centre Gordon Street Huntly AB54 8FG 01466 799416 donald.boyd@huntly.net

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