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Growing the creative economy
By supporting artists, freelancers, creative businesses, volunteers and cultural organisations, we create opportunities for people to develop skills, access employment and contribute to Sunderland’s growth, ensuring culture continues to play a vital role in the city’s future.
Culture Start
Culture Start is a city-wide partnership led by Sunderland Culture, bringing together cultural, education, community and public sector organisations to improve access to creative opportunities for children and young people, particularly those facing the greatest barriers.
As part of Sunderland’s commitment to a strong and inclusive creative economy, the partnership provides a shared framework for cross-sector working – aligning investment, building capacity, encouraging a more joined-up creative offer while supporting partners to text new approaches and share learning.
Image: It Starts with Culture – a Culture Start advocacy event at Sheepfolds Stables. Photography by Mark Savage.
Poverty Proofing®
A key part of Culture Start’s legacy is the delivery of Poverty Proofing®, a programme developed by Children North East to help cultural organisations identify and remove barriers that people experiencing financial disadvantage may face when accessing arts and culture.
Through consultations and community conversations, several common challenges have emerged including the promotion of free activities for families, cost and practicality of travel, and access to affordable food provision during their visit. These insights are helping organisations make practical changes to ensure their programmes and venues are more welcoming and accessible, embedding more inclusive practice across Sunderland’s cultural sector.
Ignite bursary
Ignite Bursaries were established as part of Culture Start to support young people to access creative opportunities they might not otherwise afford. Each bursary is tailored to the interests and ambitions of the individual, enabling meaningful engagement in the arts.
Now on to the third round, Ignite has enabled more than 90 young people to develop their skills, explore pathways into creative education and build confidence in their artistic practice. We have invested £49,650 in bursaries to young people, who have gone on to purchase equipment and software essential to their creative practice, fund trips to performances or exhibitions, undertake training and more.
Unlock: Creative Business Support
Our Unlock business support programme continues through the UKSPF-funded Innovate & Grow programme, delivered in partnership with the University of Sunderland and Sunderland City Council. During 2025/26, 15 creative businesses received grants totalling £25,000 to help develop new products, reach new markets and invest in digital capability.
Support enabled organisations to create films, podcasts and marketing assets, adopt AI and new technologies, purchase specialist equipment and access business development opportunities. A further six creative practitioners also benefited from tailored mentoring, strengthening skills in areas including fundraising, printmaking and choreography, helping creative businesses become more resilient, ambitious and sustainable.
City Volunteers
In 2025, we partnered with Culture House Sunderland, Foundation of Light and Sunderland BID to launch a new volunteer recruitment process benefiting both organisations and the individuals. With support from NEMSA’s Festival and Events fund, those interested in getting involved with city events can apply once, receive high quality training and get exclusive access to opportunities to volunteer.
With 68 people signed up, the programme helps more people get involved in the moments that matter in the city – including the Radio 1 Big Weekend.