Rheged Renaissance

Brief

Rheged is a large visitor centre built into a hillside near Penrith, opened in 2000 and operated by Westmorland Limited. With its grass-covered roof and large-format cinema, it had established itself as a major Lake District attraction, welcoming hundreds of thousands of visitors a year. Taskscape was contracted to help reimagine Rheged’s values-led business case and cultural offer, exploring how to enhance the visitor and local experience while strengthening the operation commercially. A particular focus for Rheged’s leadership was the barriers to relying on the centre’s IMAX cinema, due to zoning rules that limit screenings and forecasts of an increasingly challenging market environment for cinemas.

Activity

• Conducted a cultural audit through interviews and workshops with staff, management and other stakeholders
• Brought in an Associate with expertise in regional heritage, arts, public performance and cultural consultancy
• Developed strategic purpose indicators around local relevance, quality, sustainability, tradition, surprise, culture, outdoors and community
• Delivered ‘The Renaissance of Rheged’ report and recommendations

Outcomes

• Informed the development of long-term plans to modernise and reshape Rheged’s offer
• Investment since has focused on comfort, layout and technical infrastructure, with a stronger focus on diversification, Cumbrian produce, contemporary exhibitions and hireable spaces