Annual Report 2010.11

vivacity-peterborough.com

Message from the Chief Executive and the Chairman of Vivacity 03

Highlights of 2010/11• Theatres & Arts 04• Heritage 06• Libraries 08• Sports & Leisure 10

Financial Review 12Vivacity Business Plan 16Governance 18

Contents

02

Vivacity came into existence inFebruary 2010 and received its firstcommission in May of the same yearfrom Peterborough City Council. Its challenge was to deliverimproved cultural and leisureservices in a more responsive andinnovative environment, but thiswas against a background ofdecreased (and decreasing) funding to local authorities.

At the outset the Board and SeniorManagement Team of Vivacity set out tomeet this challenge by driving forwardchange:

“It is not the strongest ofthe species that survives, itis the one that is the mostadaptable to change….inthe long history ofhumankind it is those wholearned to collaborate andimprovise most effectivelythat have prevailed”

Charles Darwin

Kevin Tighe Chief ExecutiveVivacity

Message from the Chief Executive andChairman of VivacityThe first change was to becomebetter at the way we did things.Vivacity is first and foremost a charitywhich is all about changing people’slives for the better: to do thisefficiently we must be business-like.So we set about systematicallychanging the way we worked whilstremaining steadfast to the principlesof providing life affirmingopportunities in the arts, heritage,libraries and sports. We firmly believethat places without a culturalheartbeat are places where peoplehave diminished lives.

In practical terms this meant lookingat the quality of our service. An earlyexample of change included ourfocus on gym services, re-packagingthe offer across all of our sportsfacilities - four centres accessed byone membership pass - and workingin partnership with Peterborough City

Council to invest into the equipmentand buildings that support this work.Other services are receiving the samesystematic change: the artisticprogramme at the Key Theatre, thecapital redevelopment of the city’smuseum and the re-opening of FlagFen are some noteworthy examples.

The way we promoted and marketedour services was also fundamentallychanged. We took time to identifywhat is becoming a strong brandidentity within the city and havemaintained our commitment tohaving this brand becomesynonymous with quality and value.

Our work on collaboration has startedto take shape. We have alwaysenjoyed a close working relationshipwith Peterborough City Council andover the past year we have addedpositive relationships with many othergroups and individuals.

We have continued to focus onbuilding up the number of volunteeropportunities within Vivacity, and,with a Volunteer DevelopmentManager in place, are now activelyrecruiting for volunteers to supportour work across all services.

The year ahead will see an increased focus on collaboration, with a commitment to working both to deliver services and to enable others to deliver and achievea quality outcome for the people of Peterborough.

We will not become an inwardfocused organisation. We willcontinue to adapt and innovate butthis will always be with the needs oflocal people in mind and in a way thatis inclusive.

As our funding from PeterboroughCity Council decreases in future years,we will continue to seek and bid forexternal funding to enable us to stillfurther improve our services, and wehave already achieved success in thisarea through support from the ArtsCouncil for the 2011 PeterboroughFestival, and the Heritage LotteryFund for our Archives project, FortyYears On.

We are acutely aware of theresponsibility invested in us byPeterborough City Council when theydecided that Vivacity was the bestway to enhance cultural and leisureservices for local people. We thankthem for that trust. You will see fromthis report that it has been a decisionwhich has proved fruitful for thepeople of Peterborough.

We would also like to say thank you to the Board of Vivacity for itsdedication over our first year insteering us through testing times, and to all of the staff and volunteersfor their commitment and sheer hard work.

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Vivacity is first and foremost acharity which is all about changingpeople’s lives for the better““

Shelagh Smith Chairman of the Board of Trustees, Vivacity

Theatres and arts is a huge area of growth in Peterboroughand Vivacity is proud to be a part of this by managing the Key Theatre, working in partnership with the Cresset Theatreand delivering the exciting and diverse Peterborough Festival.To enhance this Vivacity also provides a year round artsprogramme which aims to capture the imagination of ageneration.

During 2010/11, the Key Theatre put on 270 fantasticperformances over 86 different productions and sold nearly55,000 tickets. The city celebrated its art and culture with theannual Peterborough Festival which in 2010 entertained over20,000 people for 3 weekends from 26 June to 10 July.

Provide a strongarts focus, attractnew audiencesand help furtherraise the profileof the city

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Highlights of 2010/11

Theatres & Arts

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TheatresIn order to engage different audiences from the city andsurrounding areas, the Key Theatre delivered a variedprogramme of performances across the year. Towards theend of the year this moved towards a more challengingartistic programme which is reflected in the fluctuation ofthe number of seats sold across the year. The movetowards the more artistically challenging performances inthe last quarter led to a slightly lower up-take of seatssold, but positively this was balanced out by a number ofshows that exceeded expectations.

As expected, seasonal issues have affected ticket sales, ashas the growing economic pressure on the leisure sector.That said the Key Theatre has performed as expected in adifficult time.

The panto has always been a popular performance and it was a major success again this year. Despite the‘economic climate’ the panto achieved an impressive 92%occupancy over 58 performances in December/January. To improve audience comfort the seats in the mainauditorium were replaced in January 2011.The affect of this was a slight reduction in audience capacity;however the improvements will be enjoyed by all forsome time to come.

Once again the Key Youth Theatre delivered highlysuccessful performances as part of the summer school.They chose ‘Liar’ and ‘Too Fast’ as part of the NationalTheatre’s Connections programme. The youth ofPeterborough continued to get involved with the KYT atthe weekly sessions and a new group ‘KYT Glee’ wasformed. Riding on the back of the extremely populartelevision series the group meet on a Wednesday eveningand have a heavy focus on musical theatre skills.

Following the sell out success of the Summer School wasthe highly acclaimed production of High School Musicalwhich saw the KYT performing to over 1,600 patrons atthe end of August. The success continued for the KYTwith the production of ‘Follow the Star’ in December andtheir participation in the Peterborough Music Festival,where they finished second. Members of the KYT againenhanced their experience as they appeared alongsidethe professional cast in the annual panto, Jack and theBeanstalk.

The Cresset Theatre signed an agreement to work inpartnership with Vivacity in September 2010 which isongoing and due for review later in 2011.

Peterborough FestivalCrowds of over 20,000 people were delighted withheadline acts Stavros Flatley and Orchestra da Camera atthe 2010 Peterborough Festival. The festival took placeover three weekends from 26 June to 10 July andincluded the Heritage Weekend and Festival Fringe,before closing with the grand Festival Finale Weekend inCentral Park.

A successful bid for £50,000 was submitted to the ArtsCouncil in early 2011 to support the PeterboroughFestival. The grant will be used to grow the Festival into aregional arts festival that will attract national andinternational artists. This is a very positive move for thecity as it will provide a strong arts focus, attract newaudiences and help further raise the profile of the city.

Arts ProjectsPeterborough Art Gallery staged a major Matisseexhibition in November 2010 giving the Peterboroughpublic a rare opportunity to view works by an artist of thisstanding, and to see up close some of his most famouscut-outs. Visitors also had the chance to buy prints to takeaway, as a unique momento of this event.

Two exciting arts projects came to fruition in 2010/11:The final phase of the Peterborough Soil project,‘Redistribution’, took place in November, when artist JohnNewling, St John’s Square resident artist, planted the soilinto the grass platforms of the Square. The first stages ofthe project saw Newling call upon the people of the cityto contribute images and text of places in the city thathold special memories for them. Phase two saw theimages and texts published in the Peterborough Soilnewspaper, which was distributed across the city and thenshredded and converted into soil in phase three.

The culmination of a unique Arts project - the Face ofPeterborough – was unveiled in May, by the artistChristopher Wiles. This project, funded by Arts CouncilEngland during 2010, provided residents with a uniqueopportunity to contribute to a community project andwork with an artist-in-residence during the Peterborough’sPeople exhibition at Peterborough Museum and ArtGallery. The project involved collating photographs ofpeople from all walks of life in Peterborough, tocontribute to creating a truly representative FACE of thecity. The artist, Christopher Wiles, worked in the city’s artgallery over several weeks to create an artwork of theface, which will now remain in the art collection.

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Looking ForwardIn a bid to continue the exciting work and projects inthe arts in Peterborough a new Head of Arts, GreerRoberts, was appointed in May 2011.The Olympicshave made 2012 into an exciting year for the countryand Peterborough aims to be part of this with plansalready under way for the 2012 Peterborough Festival,which will provide a memorable context for theOlympic Torch Event. Positive things are to come withthe re-opening of the City Art Gallery in early 2012and the £1.2M redevelopment of the Key Theatrecompleting in early 2012.

The city’s Heritage service is based in thehistoric city centre museum which isundergoing major refurbishment and is closedfor 2011. Flag Fen, a renowned bronze agesite, became part of the heritage service justafter the 2010/11 period end.

To enhance the heritage offer, the heritageteam organize historically-themed tours andpopular ghost walks throughout the year. They are also responsible for the HeritageFestival Weekend.

There were nearly 50,000 visits to the museum(April – December 2010), just under 4,500school children taking part in Heritage sessionsand over 5,000 people attending walks, guidedtours and offsite talks.

Up until the closure of the museum inDecember the total number of visits wasslightly above target. Unfortunately theeducation figures were under target reflectingthe national trend across museums. It has beensuggested that parents and/or schools are,understandably, reluctant to pay for thetransportation costs of such visits. The closureof the museum for refurbishment has played apart in the slight decrease in figures for walksand talks.

Highlights of 2010/11

Heritage

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Peterborough Museum Funding from Vivacity, Peterborough City Council and theHeritage Lottery Fund has allowed the PeterboroughMuseum to undergo a £3.2m refurbishment. This excitingproject will transport the museum into the 21st centurywith new interactive galleries, restoration of the building toreveal new areas including the Victorian Kitchen andOperating Theatre and more objects on display than everbefore. To build excitement and anticipation for theopening of the newly refurbished museum, the heritageservice has been out on tour. Venues such as shoppingcentres, schools and Peterborough Festival havewelcomed the service whilst the guided walks and talkscontinue across the city. The eagerly awaited opening ofthe newly refurbished museum is on track for Spring 2012.

Flag FenLong awaited plans were put in place in April which sawFlag Fen become part of Vivacity. Once the museumreopens in early 2012, the Heritage service will operateout of two Peterborough based sites.

Heritage Weekend Over 21,000 visitors were treated to two days of livebattle re-enactments, living history encampments and a talk by Terry Jones as part of the 2010 Heritageweekend on 3 and 4 July in the grounds of Peterborough Cathedral.

Education and OutreachIn order to enhance the National Curriculum and bringhistory to life for the next generation, an extensiveeducation and outreach programme is coordinated byVivacity Heritage. Work with schools and otherorganisations has continued during the closure of themuseum as the Education Team took the ‘mobilemuseum’ to schools throughout the city. The Educationteam’s work will see a huge improvement not onlybecause of the new areas within the redevelopedmuseum where they will be able to deliver activities butalso from the support of the web presence of the newVivacity website.

Heritage Walks & TalksThe popularity of the year round programme of walks andtalks has continued despite the closure of the museum.Talks have been relocated to the John Clare Theatre;however there has been a large increase in the number ofoffsite talks due to the high quality local speakers Vivacitywere able to provide.

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Looking Forward2011/2012 has already had a strong beginning withthe increased popularity of the Festival Heritageweekend and the re-opening and launch of the FlagFen summer programme. A third heritage site,Longthorpe Tower, will come under Vivacity’smanagement in Spring 2012, so delivering a stillstronger heritage programme for summer 2012.To continue the success a new Head of Heritage,Sarah Stannage, will take up position in Autumn 2011following the departure of Gillian Barclay.

The eagerly awaitedopening of the newlyrefurbished museum ison track for Spring 2012

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Vivacity manages a total of ten libraries, two micro librariesand a mobile library service across Peterborough. During theyear there have been almost 855,000 library visits, with over755,000 items issued from the library stocks. Theimprovements in the service vary from a 5% increase in bookstock to an interesting and varied programme of events thathas been delivered to more than 25,000 attendees. Thepopularity of the computer sessions has continued with over aquarter of a million sessions taking place across the networkof libraries.

It has been a mixed picture for the library service over thecourse of the year with the number of library visits 5% belowtarget. However, on a positive note, the visitor figures andnumber of items borrowed saw an improvement of 3% in thelast quarter. New entrance sensors linked to a RadioFrequency Identification project will also allow Vivacity to geta more accurate visitor count in the future.

The popularity ofthe computersessions hascontinued withover a quarter of amillion sessionstaking place

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Highlights of 2010/11

Libraries and Archives

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Library developments In order to open up access to reading in places that arenot served by a library building, two ‘micro libraries’ havebeen set up. These have been placed in Perkins Canteenand a pharmacy in Newborough.

A major overhaul of the lighting in Bretton Library has notonly enhanced the visitor experience but also improvedthe energy efficiency of the library. The building of abrand new community library is also underway as part ofthe new academy in Orton.

The first formal constitution ‘friends of a library’ group wasformed in January 2011 in Werrington. The group has anelected Committee and they are very supportive of thelibrary overall. The group aims to promote the library,provide a forum for social and cultural activities for libraryusers and be a means by which library users can providevaluable feedback. They also fund or assist with thefunding of specific projects that will enhance the libraryfacilities and services.

Working in conjunction with ‘Mind’, Central Librarypiloted an informal ‘read aloud’ reading group to improvemental health and increase relaxation. The response hasbeen so positive that the group requested that thesessions continue beyond the pilot scheme.

Author eventsA growing partnership with Transworld and Hodderpublishers has allowed author events to go from strengthto strength. High profile authors such as Robert Goddard,Joanna Trollope, Gervase Phinn and Peter Robinson haveproduced record levels of attendance.

Online learningHelping Peterborough citizens to engage with the onlineworld remains a core part of the library service. In the pastyear there were over 1,200 new learners and the numberof tuition sessions doubled with at least two sessions perweek at every service point. To enhance the service,£20,000 worth of grant funding was used to improvehardware, replace seating for computer users, to trainexisting staff and to recruit new staff to expand thenumber of sessions that were on offer.

ArchivesThe Vivacity Archives Service and Eastern Angles haveattracted over £160,000 from Heritage Lottery Fundingfor an exciting project that will explore, archive andcreatively interpret 40 years of Peterborough history from1968 – 2008. The project has a real community elementas over 100 Peterborough-based volunteers will be notonly cataloging and conserving the archives of thePeterborough Development Corporation, but alsocollecting oral histories from residents who moved toPeterborough during this 40 year time frame.

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Looking Forward2011/2012 is already looking very exciting as theLibraries and Archives service have major plansunderway which will enhance the user experience.Moving with the digital age, e-books have beenlaunched and have received great praise. With fundingfrom Peterborough City Council, the major project tointroduce Radio Frequency Identification self serviceto all library venues is about to get underway.

A wide range of leisure activities are on offer in Peterboroughat one of the four leisure centres managed by Vivacity. Theseactivities include aerobic classes, swimming, indoor andoutdoor courts and supervised gym facilities. Vivacity alsomanages the Peterborough Lido and runs a city-wide SwimSchool programme which offers teaching programmes forpeople of all ages and abilities.

The dedicated sports development team aim to getPeterborough youth and adults more involved in sport. Theyalso endeavor to promote active, healthy lifestyles by eithergetting people involved in or coaching sports.

The dedicatedsports developmentteam aim to getPeterborough youthand adults moreinvolved in sport

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Highlights of 2010/11

Sports & Leisure

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Regional Fitness & SwimmingCentre becomes part of VivacityThe management of the Regional Fitness & SwimmingCentre, Lido and Athletics Track were transferred toVivacity from D.C. Leisure Management Ltd in November2010. The acquisition of these services, along with thosealready operated by Vivacity, resulted in Vivacity beingable to create a single gym membership. This superbvalue for money offer allowed members to pay onemembership fee and have access to all of the Vivacitygyms. This had a fantastic response from customers andresulted in the number of new members far exceedingexpectations in early 2011.

Investing in LeisureWorking in partnership with Peterborough City Council,Vivacity has been able to secure major investment in thebuilding improvements at the Leisure Centres. The serviceat the Regional Fitness & Swimming Centre has beenimproved with the completion of a brand new 65 stationfitness suite and the refurbishment of the dance studio.The refurbishment of the reception, changing rooms andancillary areas was completed by September 2011 andthe new health suite (sauna/steam) and spinning studiowas completed in October. The Athletics Track pavilionsaw the addition of changing rooms and a multi-use areaat the end of summer 2011, completing the investment inleisure facilities for 2010/2012.

Active LivingA very successful initiative was launched earlier in the yearthat allowed disabled young people in Peterborough touse a wide range of modified bicycles suitable for theirneeds. Trained volunteers are on hand for guidance if it isneeded, but the ‘Peterborough Adapted Cycling Scheme’has allowed participants and their families to enjoy aleisurely cycle ride at Ferry Meadows or some training atthe Athletics Track.

Sports Development UnitThe popularity of the home based physical activities forelderly residents in sheltered housing and care homesand the assisted swimming scheme has continued togrow in 2010/2011. The programme of activities foryoung people during their school holidays has continuedand developed, as has the support of the minoritycommunities to access activities across the city. ThePerkins Great Eastern Run is a major sporting event notonly for the city but also for the region, and the sportsdevelopment team have continued to actively support itby recruiting and training over 250 marshalling volunteers.

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Looking ForwardThe main aim for the Vivacity Sports and Leisureservice has been to drive up participation and tocreate more opportunities to help residents lead anactive life. Thanks to high quality marketing, greatercustomer engagement, investment and improvementin facilities across the city and a highly motivatedworkforce Vivacity has been able to increaseattendances, meet and often exceed customerexpectation. We are confident this will continue in thefuture with continued investment in facilities and afocus on key areas of the community across the city.

In 2010/2011 there were just under 950,000 visits made to the four leisure centres, Lido andactivities promoted by the sports development team. This number is made up of over a quarterof a million swims, in excess of half a million sports activities and just over 115,000 visits to thenetwork of gyms.

The interest and participation in sports in Peterborough is increasing year on year. There were anumber of potential setbacks during the year such as temporary closure of the Regional Fitness& Swimming Centre for refurbishment; the withdrawal of the government’s free swimming grant;and extreme weather conditions during winter causing the cancellation of outdoor sport forextended periods. However the performance of the sports and leisure service has remainedstrong throughout these challenges and major improvements to our facilities have beenachieved.

Following incorporation on 26 February 2010, Vivacity started operating as anorganisation on 1 May 2010 and then gained charitable status on 4 October2010. Since the business objectives were set out for the first eighteen months ofoperations, Vivacity has made significant progress (see p.14 for full details ofbusiness objectives).

Vivacity’s operations were significantly expanded in the first year of operationsdue to the addition of the Regional Fitness & Swimming Centre, Lido andAthletics Track to Vivacity’s management portfolio in November 2010. Theseservices were formerly managed by D.C. Leisure.

Financial Review

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£49,000 UNRESTRICTED FUNDS This means we can spend these funds on anything we choose to

£332,000 DESIGNATED FUNDS This means that we have chosen touse this money for a specific purpose

£71,000 RESTRICTED FUNDSFor contractual or legal reasons weare required to use these funds forspecific purposes

With the idea of safeguarding the future financial viability of Vivacity, a reservepolicy has been adopted. Through a continuous review process, it is alsopossible to ensure maximum investment in service to customers (andminimize the risk of excessive reserves).

The combination of proactive management, investment in effective marketingand facilities funded by Peterborough City Council, has generated an operatingsurplus of £452,000, which is broken down as follows:

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Financial Review

How our resources were spent £6,286,000

n Library..........................£2,188,000n Sports ..........................£2,128,000n Heritage ......................£542,000n Arts ..............................£140,000n Theatre ........................£1,035,000n Fundraising and

Publicity .......................£140,000n Governance.................£113,000

The full accounts for 2010-11 can be downloadedfrom our website at www.vivacity-peterborough.com

Analysis of incoming resources andresources expendedHow our work was funded £6,738,000

n Library ........................£288,000n Sports ........................£1,530,000n Heritage ....................£76,000n Arts ............................£21,000n Theatre ......................£801,000n Council Service

Delivery Fee...............£3,974,000n Fundraising and

Investment .................£4,000n Other – Pensions .......£44,000

Vivacity set itself a ‘top tenchallenge’ with objectives to beachieved within the first eighteenmonths of the project. Progresson these objectives, as of 31March 2011, is outlined opposite.

Vivacity Business Plan

2010/2011 Review

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Objective Progress 31 March 2011

Deliver a single “Passport to Culture” -one card, many opportunities in sport,libraries, heritage and the arts.

This programme of work, while information technology based, willtouch almost every aspect of Vivacity’s work and will be a mainstay ofVivacity’s management information and marketing approach.Budgetary provision has been finalised, and an outline tenderspecification drawn up.

Seek to reopen and revitalise Flag Fen as a quality visitor attraction.

A feasibility study and business plan for the management of Flag fen was completed in November 2011. Following complexdiscussions between five different organisations focusing on landownership, Flag Fen was on the cusp of transfer to Vivacity on 31 March 2011.

Refresh the Regional Pool with a new gym and changing facilities.

In December 2010, a new Gym was opened at the Regional Fitness& Swimming Centre, previous sales records were smashed withcustomers flocking in to take advantage of a high quality, modestlypriced service.

Double the number of opportunities for volunteers.

The number of volunteers supporting the work of Vivacity is, by itsvery nature, fluid. March noted the number of opportunities forvolunteers tripling (from 11 to 39) and the number of filled placesmoving from 94 to 124.

Generate sponsorship of £100,000. Progress on this area of work has been poor, with less than £10,000 being raised.

Start work on a £3m redevelopmentof the Peterborough Museum.

Work on the redevelopment of the Museum began in January 2011,and is scheduled to be completed by Spring 2012.

Secure improved sports and libraryfacilities at the Bushfield Academy andOrton Longueville School.

These projects were based on the principle of gaining centralgovernment funding from the Building Schools for the Futureprogramme. Bushfield Academy was successful in its fundingapplication and Vivacity is a partner in delivering enhanced sportingopportunities on the site. Works are underway. Orton LonguevilleSchool was unsuccessful with its bid.

Deliver two micro-libraries (innovativesmall facilities in non-traditional settings).

Two micro libraries have been set up, one in a pharmacy the other inthe works canteen of a major employer.

Expand the Summer Festival to include agreater variety of arts events.

Vivacity successfully attracted £50,000 of additional funding andtechnical support from the Arts Council England to enhance thequality of this annual event.

Deliver more holiday activities for young people.

Vivacity has increased the number of opportunities to take part inholiday activities. However take up on these places has been poor.

Support the reopening of thePeterborough Museum following its £3.2M redevelopment and establish it as a nationally significant heritage venuewith user numbers in excess of 75,000 per year.

The Museum will reopen on 31 March 2012, supported by a majormarketing and publicity campaign and VIP opening ceremony. Highprofile support will continue throughout the year to engage local,regional and national audiences through a programme of majorexhibitions, education and outreach sessions, and activities andevents.

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The objectives set out will still becurrent in Vivacity’s second yearof trading. To complement thesethere will be some additionalobjectives delivered which arehighlighted opposite.

Looking Forward:

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Vivacity Business Plan

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Objective Projected Outcome 31 March 2012

Bridge the gap between school andcommunity by retaining 16 – 24 year olds inparticipating in sports (32% currently drop out age 16).

By 2012 Vivacity will have refocused the majority of its sportsdevelopment resource to work specifically in this key area.

Launch a new Vivacity Swim School, which will create a new pathway for people to learnto swim, stay with swimming and continue tobe the feeder system for the City ofPeterborough Swimming Club.

By end of March 2012, the new Swim School will be fullylaunched, with a particular focus on teaching children to achievekey stage 2 in swimming (age 7 – 11), aiming to increase this by10% overall by 2015.

Support Peterborough City Council indelivering a £1.2 million capital re-development of The Key Theatre. This will enable the main house to runalongside a fully functioning studio (£50,000per annum to be invested in newprogramming).

Capital redevelopment will be complete, and a new strategicapproach will have been put in place to reposition the theatre and studio, and develop and bring in new audiences throughout 2012.

Develop the Peterborough Festival into astand-alone Arts Festival of regional andnational significance, gaining the support and funding of Arts Council England toprovide a world class platform for the arts in Peterborough.

The 2012 Festival will encompass the Torch Festival, celebratingthe arrival of the Olympic Torch into Peterborough. The Festivalprogramme will be confirmed by Spring 2012 and Vivacity willengage with local communities and schools from Easter 2012onwards to work towards delivering a high profile celebration ofarts for the city.

Deliver the 40 Years on Project, working in partnership with Eastern Angles.

This two and a half year project (to capture the modern history of Peterborough and present it back to the communities that have taken part) will have reached its mid point. A team ofvolunteers will work with original archive documents and beinvolved in oral history and theatre based activities to bring theCity’s contemporary history to life. 

Introduce Radio Frequency Identification selfservice in all library venues, using fundingfrom Peterborough City Council

Procurement and installation of hardware, along with programmeof tagging stock. 2012 will see training of volunteers to use selfservice during non-core staffed hours, so enabling more librariesto be open more often, and better stock management.

Procure and implement a new andintegrated management database system forVivacity, which will act as the bedrock of allmarketing activity and deliver improvedmanagement information, customerexperience and one Vivacity-wide card.

New or upgraded system to be in place by April 2012.

Develop a Vivacity Heritage offer which willmaximize visitor numbers across the threeVivacity Heritage sites: the city centreMuseum, Flag Fen and Longthorpe Tower.

The re-opening of the Peterborough Museum in March 2012 willact as a spring board for Vivacity Heritage to capitalise onrenewed interest in and focus on Peterborough’s Heritage sites.A strong marketing campaign will communicate the offer tolocal, regional and national target audiences, and new initiativeswill be introduced, including the trial of a heritage bus betweenFlag Fen and the Museum. Plans for expanding the Festivalacross all sites will be in place in prior to the June 2012 event.

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GovernanceAs a limited company Vivacity Culture and Leisure is governed by its members.There are two categories of trustees, Community Trustrees and Local AuthorityTrustrees. The Community Trustees are elected by the members at a generalmeeting and Local Authority Trustees are proposed by Peterborough CityCouncil. The governing document allows up to two local authority trustees to beappointed. Local authority appointments cannot exceed 19.99% of all trusteeappointments.

Structure, governance andmanagementThe Trustees, who are also the directors for the purposeof company law and who served during the period were:

APPOINTED

Richard Astle 1 April 2010

Katarzyna Chiva 3 Nov 2010

Matthew Lee 15 April 2010

Chris Mardell 1 April 2010& resigned 16 May 2011

Sir Keith Pearson 3 Nov 2010

Trevor Pfeiffer 3 Nov 2010

Paul Simmons 1 April 2010

Shelagh Smith (Chairman) 26 Feb 2010

The Very Reverend Charles Taylor 1 April 2010

Estella Todisco 1 April 2010

The organisation is a charitable company limited byguarantee, incorporated on 26 February 2010 andregistered as a charity on 4 October 2010. PeterboroughCity Council transferred its cultural and leisure services,comprising of Arts, Libraries, Heritage, Theatre and Sportsinto the charitable trust on 1 May 2010.

The organisation was established under a Memorandumof Association which established the objects and powersof the organisation and is governed under its Articles of Association.

The Trust manages the culture and leisure services forPeterborough City Council, which retained ownership ofthe buildings and other assets. The assets are provided atno charge to the Trust on a 25 year lease/licence.

The Trust operates from 18 sites throughoutPeterborough and employs over 300 people.

The Trust is a company limited by guarantee and doesnot have share capital.

None of the Trustees has any beneficial interest in thecompany. All of the Trustees are members of thecompany and guarantee to contribute £1 in the event of winding up.

The Senior Management team during the period was as follows:

Gillian Barclay Arts & Heritage Services Manager

Emma Evans Sales, Marketing &Communications Manager

Jon Marsden Head of Sport and Leisure

Kevin Tighe Chief Executive Officer

Heather Walton Library & Customer ServicesManager

Pam Whitbread Head of Finance

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vivacity-peterborough.com

Vivacity PeterboroughCulture and LeisurePeterborough Central Library Broadway, Peterborough PE1 1RX

Company Reg. No. 07171668 Charity No. 1138230