Brierley Hill in Bloom Feasibility Report

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Brierley Hill in BloomCommunity Campaign Feasibility Study

Author: Dr Suzanne CarterDecember 2011


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Executive Summary

The project concept of brightening up Brierley Hill High Street with hanging baskets, planters, and

empty shop units with floral-themed artwork was well-received by those consulted in this feasibility

study. Everyone consulted expressed an interest in participating or offered support in some form in

order to get the project off the ground.

Working towards an in Bloom status was thought to be a good idea by those consulted. Advice

was that the campaign should start small and build momentum. Opportunities to expand the

scheme in the future have been identified.

Mike Garwood, the Chair (and judge) of the Heart of England in Bloom campaign, visited Brierley

Hill on 15th

December. After a discussion about campaign ideas and levels of community interest,Mike recommended that Brierley Hill should entry in its first year the Heart of England in Bloom

competition in the category ofUrban Community.

Capital costs are essential to get the project started. These are required mainly for the purchase of

High Street planters, or the materials to construct planters, and some resource for growers. Byworking with local colleges, community groups or the Probation Service, and seeking in-kind

donations of timber, compost and other materials from local businesses, these capital costs will be

much reduced.

Two allotment projects and one school from those consulted would be willing to grow flowers to

support the planting campaign. BTCV also has an allotment in West Bromwich where flowerscould be cultivated.

Two schools and a community group from those consulted have expressed an interest in

producing artwork to go inside empty shop units along the High Street. Two out of three landlords

consulted have agreed to temporary displays in their premises.

At the time of writing this report offers of advisory support and volunteer training have come from

BTCV1, Dudley CVS and The Black Country Chamber of Commerce.

A high level of coordination may be required in the initial set up period, and volunteers are crucial.Volunteer roles can be broken down so they are task-driven, which means that many volunteering

opportunities can be created, or equally fewer volunteers will take responsibility for more of the

tasks.

1BTCV is a national environmental volunteering organisation. There is a Birmingham and Black Country branch.


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Contents

Brierley Hill in Bloom

Community Campaign

Feasibility Study

Executive Summary 3The Brief 5

Background 5

The Vision 6Consultation 7

Consultation Summaries 8

SWOT Analysis 12Project Feasibility 13Entering Heart of England in Bloom 13Recommendations Year One 16

Set up in Bloom steering committee and start planning! 16

Volunteer recruitment drive 17Build or purchase of planters 20

Encourage community participation 20Estimated capital costs 21

Fundraising 24

Public events programme 25Press, PR and communications strategy 26

Build partnerships to support delivery 27

Register for Heart of England in Bloom 27Document everything for Portfolio! 27

Measuring impact 28Timetable 28

Budget 29

Conclusion 30Appendix A: Contact details of those consulted 31

Appendix B: Judges comments on Urban Community award winners 2011 33

Appendix C: Heart of England in Bloom marking sheet and judging guidelines 37Appendix D: How do we get started? 46

Appendix E: Dudley CVS Insurance factsheet 47

Appendix F: Stourbridge College of Art and Design design competition 49

Appendix G: Portfolio guidance 51


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The Brief

The purpose of this feasibility study for the Brierley Hill Community Forum (BHCF) is to explore thepotential of starting a community campaign that gets the people of Brierley Hill inspired, involved

and working together to brighten up Brierley Hill High Street with hanging baskets and planters,

and empty shop units with floral-themed artwork.

During this study there was consultation with schools, community groups, local businesses,council officers and organisations to assess levels of interest, practical arrangements, workable

approaches and fundraising options.

This study seeks to understand levels of commitment and key partnerships before any further

work on the campaign is undertaken. Recommendations are made for developing the first 12

months of the campaign.

This study also investigates the potential of a longer-term strategy to enter the town in the regional

Heart of England in Bloom campaign.

This study was funded by Dudley MBC, on behalf of Brierley Hill Community Forum.

Background

92% of Brierley Hill residents said they care about the way

Brierley Hill looks.

166 residents of Brierley Hill surveyed2

In 2011 street interviews with 71 residents and visitors to Brierley Hill were conducted as part ofthe Brierley Hillness community arts and heritage project.

A strong message that came from that consultation was that people wanted the High Street to bebrightened up with hanging baskets and planters, to make it more attractive and appealing to

shoppers.

On the commissioning of this study there were over fifteen empty shop units along Brierley Hill

High Street.

At least three of these now have temporary tenants confirmed as of 1 December 2011.

2http://brierleyhillnesstoolkit.wordpress.com/influencing-and-inspiring/survey-work/statistics/Published 2011. Survey

work carried out as part of the Brierley Hillness project.
http://brierleyhillnesstoolkit.wordpress.com/influencing-and-inspiring/survey-work/statistics/http://brierleyhillnesstoolkit.wordpress.com/influencing-and-inspiring/survey-work/statistics/http://brierleyhillnesstoolkit.wordpress.com/influencing-and-inspiring/survey-work/statistics/http://brierleyhillnesstoolkit.wordpress.com/influencing-and-inspiring/survey-work/statistics/


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Planting and floral displays along the High Street are scarce. There are a few concrete planters at

the Chapel Street Estate end of the High Street and at the top of Moor Street, beds in the Civic

Hall and shrubs at Level Street junction. These are maintained by Dudley MBC.

Despite planting areas in the Moor Centre, these are not landscaped or currently used for floral

displays.

The Vision

The aims of aBrierley Hill in Bloom community campaign are:

To create a sustainable approach to brightening up the High Street through new planters

and floral displays

To add colour to empty shop fronts by curating temporary art displays in shop windows

To make the old part of town more appealing to shoppers and encourage new trade

To increase civic pride community, schools and local business working togetherIts

OUR High Street!

To create exciting volunteering opportunities, pop-up art exhibitions, public events and

increase community spirit.

To demonstrate that the BHCF actively listens to the recommendations made by local

people during consultation in the town.

The campaign would be set up as a model that could sustain itself year on year within theavailable resource of BHCF or/and a voluntary support network.


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Consultation

The following schools, groups, traders, council officers, support organisations, in Bloom advisorsand Arts providers were consulted during this feasibility study.

(* indicates face to face meetings)

A contact list of people consulted is provided in Appendix A.

CommunityGroups

Schools Localbusinesses

Council Other HOEIB Art-related

Brierley Hill Civic

Society*

Beccy

Fellows,

Withymoor

Primary

School*

Home

Bargains*

Peter

Vangeersdaele

* (Highways),

DMBC

StefanLewandowski,

BTCV*

David

Harcourt,Stourbridgein BloomCoordinator*

Claire

Starmer,

Dudley

Performing

Arts*

Cost Cutter* Steve Field,

Public Art Unit

Stacey Simpson

and Nicky Slater,

The Brierley Hill

Project*

Charmaine

Redding,

Mount

Pleasant

Primary

School

Lloyds TSB* Andrea Jones

(Town Centre

Manager),

DMBC

Hardip

Madahar,

Black

Country

Chamber of

Commerce*

Jenny

Redfern,

Heart of

England in

Bloom

Coordinator

Ed Cartwright,

Artspace,

Dudley*

Pentax

Developments

Ltd*

Committee

members,

Hawbush

Community

Gardens*

Margaret

Berreton,

St Marys

RC Primary

School

The Flower

Fountain*

Keith

Shakespeare,

DMBC

Eileen

Fielding and

Melissa

Guest,

Dudley CVS*

Nikki Carr,

Town Centre

Manager

Kings Heath

Elaine Giles

and Andy

Sylvester,

Stourbridge

College of Art

and DesignJohn Fox,(GreenagersCoordinator),MaggieThompson (LeapCoordinator) andJenny Worwood(SpringboardCoordinator),AgeUK*

Pensnett

School of

Technology

Coffee Uno* Alan Radford,

DMBC

Members of

Brierley Hill

Town Centre

Partnership*

Mike

Garwood

HOEiB

judge*

John Emms

Commercial,

re: High Street

/ Pearson

Street

premisesDavid

Botwood,

Moor Centre

Site Manager*

Community group

representatives,

The Brierley Hill

Town Centre

Partnership*

BHF Interflora* Woodland

Trust

Sarah Heynes,

Savills.com

Re: old

bowling alleyAmit Dattani,

Groundworks

*

Vicki Wilkes,

Harts Hill

Industrial

Estate

Dennis

Hodson,

Community

Partnership

Shane Birch

Bastock,

Pentax

Developments

Ltd*
http://flowerpowerbh.wordpress.com/2011/10/20/email-from-stefan-lewandowski-btcv/http://flowerpowerbh.wordpress.com/2011/10/20/email-from-stefan-lewandowski-btcv/http://flowerpowerbh.wordpress.com/2011/10/20/email-from-stefan-lewandowski-btcv/http://flowerpowerbh.wordpress.com/2011/10/20/email-from-stefan-lewandowski-btcv/


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Approaches have also been made to other individuals, but no responses had been received at the

time of writing this report.

Gail Hickman Glasshouse

College,

Amblecote

Potential flower growers and

construction of planters

07807 209997

01384 399400

Mrs Potter

and SamBridgewood

Brierley Hill

PrimarySchool

Involvement in both gardening and

artwork

01384 [email protected] Teresa

Potter [email protected]

Mrs Pell Hawbush

Primary

School


artwork

01384 816930 [email protected]

Calcyta

Waters

Childrens

Centre


artwork

[email protected]

Doug James Home Start Involvement in both gardening and

artwork

[email protected]

Kevin

Billingham

Green Care

Team, Dudley

MBC

Kevin looks after planting

maintenance in Brierley Hill

01384 813614

[email protected]

Mark

Lawrence

Jasmine Road

Gardens,

Dudley

Training, advice and maybe

cultivating some of the flowers for

BH planters

01384 816710 [email protected]

Consultation Summaries

This section comprises summaries of discussions with groups and individuals during theconsultation. As a sample it provides a useful snap shot of peoples responses to the project

concept and offers some initial direction.

Each unit may include an expression of interest, offer of support, identified challenges and/orresources required to get started.

Stourbridge College of Art and Design

Andy Sylvester has identified two staff

interested in involving students in a design

competition to create branding for theBrierley Hill in Bloom campaign. These are

Jo Raynor with Extended Diploma

Students (year two) and Jason Jones withAS/A2 Graphics students who will run this

as an extension activity. Both will start

work in January and deadline for

competition is 27 January.

St Marys Catholic Primary School

Teacher Margaret Berreton runs agardening club with ten children. They meet

every two weeks. She was very keen ongetting involved. The school already hasraised beds and a wildlife garden.

Their contribution would be to grow flowersfrom seed at the school from January,cultivate flowers and then plant them inMay.

Resource requiredCompost and Seeds
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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The Brierley Hill Project

They already run a graveyard gardening

project at South Street Nicky Slater wholeads this would be interested in being

one of the volunteers (on behalf of BHP)

on a new gardening group.

BHP offered to store any tools at theirpremises. They could provide meeting

space for the volunteer gardening group.

Nicky Slater also works with the Probation

Service, and is liaising with them to

explore if they can get involved inconstruction of planters or clearing

wasteland for flower growing allotments.

Resources Required

None identified

Age UK, Dudley

There is a Greenagers project run through

AgeUK. They have plots for growingvegetables and 30 or so planters. Potentiallythey are interested in cultivating some

flowers between the vegetables (companion

planting) such as marigolds and otherplants that help vegetables to grow.

They could grow for one or two planters on

High Street and also cultivate stock for other

community groups or schools to use.

In terms of brightening up the high street withartwork in empty shop windows, Age UK areinterested in getting involved and could run

activities through their existing programmes

water colours, photography, digital graphicdesign and maybe also involve the drama

group in raising awareness about thecampaign.

Resources Required

None identified

Hawbush Community Gardens

Ithink we could play a part in the project.We have plenty of land to either plant straightonto the floor or construct raised beds. Theprimary use so far is vegetables and theusers are really enjoying this.

I will have to speak with current users to seeif they want to participate either using the plotthey already have, or start a new one. But,better still, Id like this to generate newinterest and bring new users to site that havea particular interest in cultivating flowers.Residents that may think looking after anallotment is too labour intensive could findthis a great way to ease into outdooractivities. Gary Wright

Resources Required

Capital costs to purchase small poly tunnels.

Support with producing leaflets to recruit local

residents. Steve Fields, Public Art Unit

I am sure local artists would be interested

in the shop window idea for floralartworks, although funds for them wouldbe an issue in the current climate.

David Botwood, The Moor Centre

As Site Manager for the Moor Centre,

David was very keen on the idea that theplanting areas at the Moor Centre were

looked after as part of the project.

There is currently no budget assigned to it

or to pay a member of staff to develop this just to keep litter free.


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Charmaine Redding, Mount PleasantPrimary School

Charmaine runs a school gardening clubinvolving about 14 children. They have asmall greenhouse at the school.

Her advice is to keep it simple for schoolsin year one; for children to be involved inplanting, and bedding plants provided forthem three weeks before they are due to beplanted so that the children can look afterthem first in school.

They can look at growing their own plantsin the long-term.

Resource requiredBTCV

The idea you have is a very valid projectand will hopefully bring some muchneeded colour to the high street andsurrounding areas.Stefan Lewandowski

BTCV is interested in supporting theproject. They are not in a position (after

recently losing 14 members of the team)to take on a role in running the project, but

can offer training for volunteers (inc.

leadership training, risk assessments,H&S), free tools (which could be stored at

the Brierley Hill Project) and advice on

setting up community groups. There maybe a donation towards training required.

If the voluntary gardening group was set

up, relevant Public Liability insurance at a

reasonable price could be taken upthrough BTCV.

There are many benefits that can beaccessed via BTCV. Look at their

community network initiative which can

offer insurance and a business plan forschemes such as this

http://www2.btcv.org.uk/

Westfield, Merry Hill

What a fantastic project!...Im sure I can

get Westfield on board and will do some

digging (pardon the pun) to find out whator how we can get involved.Paula Wood

If, after a few years the town decides toenter in Bloom, Merry Hill would

potentially like to join forces. This willprovide better integration and linkages

between the new town centre. They may

also be interested in adopting a HighStreet planter.

Dudley CVS

In terms of support for the project, CVS

could offer the following:

Promoting volunteering

opportunities/roles that are created.

They have an average of 25-30

people per week who ask to bematched with volunteer

opportunities.

Support volunteers with Press and

PR/Marketing (Melissas specialism)

Providing templates for volunteer

roles and also list of insurancecompanies they know of (without

recommendation)

Becky Pecking at CVS would be the

person to contact for advice if you

are setting up a small group.

Ed Cartwright, Coordinator of Artspace

If we can get empty shop windows thenthey have 4 giant canvases painted andready to go, including a woodland theme.

They would also paint a floral inspiredpiece as part of their activity in Netherton.

Resources requiredNone
https://service.mail.com/dereferrer/?target=http%3A%2F%2Fwww2.btcv.org.uk%2Fhttps://service.mail.com/dereferrer/?target=http%3A%2F%2Fwww2.btcv.org.uk%2Fhttps://service.mail.com/dereferrer/?target=http%3A%2F%2Fwww2.btcv.org.uk%2F


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Brierley Hill Civic Society

The group were very supportive of idea,but suggested the need to rethink scale;

start small and build up to in Bloom.

They identified challenges to the project,

which included:

The importance of taking in plants at

night to prevent vandalism and theft Temporary exhibits in shop windows

must be on the inside

Fast food traders business mostly

conducted at night so they probably

will not be interested in the exhibits Traders will need to be convinced

that this will improve business

There needs to be a motivator i.e.an in-house hanging basketcompetition for local residents.

The following High Street shops wereincluded in the consultation:

Lloyds TSB bank*Coffee UnoCostcutter

BHF InterfloraThe Flower Fountain

HomeBargains**Their policy is not to support any local initiativesfinancially, but invited us to write to their centraloffices to request support.

The shared message from local traders isthat, business as it is, they are notinterested in adopting or sponsoring a

planter. All shops did offer water for thegardening club to use. Some might havetheir own hanging baskets.

Pentax Development Ltd expressedinterest in adopting a planter, helping withmaintenance and possibly supporting alocal group or school.

Black Country Chamber of Commerce

Hardip Madahar, Membership Advisor forDudley, suggested he could get involved

and help with the fundraising. He thought

this could be through:

Providing a list of businesses who

are members of the chamber - to

tap up for sponsorship

Publicity in quarterly magazine

about the project but this would

need to be through a communitygroup member who has charitablestatus like BTCV

Add links from Chamber of

Commerce website to an in Bloom

web presence

Action to email Hardip a brief about

the project and he will email to theBCCOC board members for

expressions of interest.

Withymoor Primary School

Early Years teacher Beccy Fellows is keen

for the school to get involved both ingardening and artwork as part of theircontribution to community cohesion. Theyhave strong links with Lakeside Churchand are setting up a school gardening clubin the New Year, working with theirvolunteers. Definite interest in growingflowers for a school planter. Receptionclass starts a topic on plants and growingin February, so this links in well.

As Arts Coordinator for the school, Beccywas very excited about prospect ofdisplaying floral themed artwork in emptyshops. She has provisionally booked somedisplay space for w/c 6 th February whichleaves a realistic amount of time forartwork to be created. She hopes toinvolve the whole school.

Resource requiredShould have enough art stock needs to

talk to other teachers about what theymight want to do.


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SWOT analysis of potential project

Below is a SWOT analysis, based on comments and suggestions of those consulted, and

observations on levels of interest and support.

Strengths

Interest and enthusiasm shown by everyone

involved in the consultation (schools,stakeholders, community groups) andparticipants ready to go!

Art College is running a design competitionfor students to design thebranding/logo/poster for the scheme. Thiswill be ready end of January.

Support offered by BTCV advisory andtraining.

Two allotment groups already prepared tocultivate bedding plants.

Three schools already interested in takingpart.

BTCV may be able to work with theProbation Service to create more allotmentspace in BH through Foundation LearningProgramme.

Support offered from Dudley CVS involunteer recruitment and setting up acommunity group.

Brierley Hill Blog set up to use for campaign.

Moor Centre has offered their planting areas as they have no budget to develop or

maintain them. Can borrow tools from BTCV and store

these at The Brierley Hill Project.

Hawbush Community Gardens (andpotentially the Probation Service orGlasshouse College) will be able to buildwooden planters at fraction of cost of off theshelf planters.

Two landlords have already confirmed wecan use their premises for artwork whilststanding empty.

Initiative is supported by Council who willcontinue to provide guidance.

Weaknesses

Lack of interest in sponsorship from High

Street traders (although they have offeredto give water and some will hang outbaskets).

Street lamps are structurally not strongenough to hold hanging baskets along theHigh Street so the floral displays will bein planters which are more open tovandalism.

Schools are fairly difficult to engage withina short time scale. Need a lead-in time forrecruiting schools (3 shown interest

already). Up front capital costs needed funding not

yet identified.

There are lots of fast food outlets soevening traders may not be interested ingetting involved.

Timescale seed planting needs to startJan/Feb for bedding plants to be ready forplanters in May.

Volunteers need recruiting from January.

Hawbush Community Gardens sufferedvandalism and have no poly tunnel to use.

The project will need to identify capitalcosts to purchase another.

Threats

Allotments are vulnerable to vandalism.

Planters being vandalised. Plants stolen.

Not enough volunteers or skills needed.

Not enough resource to lead within BHCF.

Traders may not see the benefit of thecampaign and not get involved.

Funding is scarce will fundraising be

successful? Not having a gardening team to water and

ensure maintenance.

Opportunities

Area Committee meet in February.

Scheme can tie in with Heart of England inBloom HOEIB judge recommendsentering in first year in Urban Communitycategory.

Campaign will grow as momentum builds.

Some measures should be put in place to

measure impact as a response of the inBloom effort as part of a townsregeneration (i.e. interviews with tradersand shoppers before planters in parts ofHigh Street, schools, community groups.Follow up interviews can take place inJuly/August and then one-two years later).

Development opportunities identified suchas creating small wildlife garden onwasteland (Moor Street), and allotmentspace near Hickman Rd, by The Delph.

Interest expressed by Westfield to includeMerry Hill in coordinated in Bloom entry inthe future.


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Project Feasibiity

The strengths which have been identified demonstrate that it would be feasible to start a small-

scale campaign early 2012. This will involve immediate confirmation of the project starting toparticipating growers. Artwork is already available to start the empty shop window transformation.

Branding and marketing posters are also being produced in January. There are many

opportunities for expanding the programme in future years.

The main weakness is around timescale but as this study has identified not only interest, butindividuals, schools and groups who are ready to get involved straight away, it is feasible to begina campaign early 2012 whilst fundraising for capital and recruiting volunteers.

Worst case scenario if the project does not secure funding to proceed with purchase/construction

of planters is there are surplus flowers. Artwork created can still be displayed in confirmedavailable empty shop windows.

Identified threats are vandalism and theft, funding and volunteers, but until the project begins there

is no way of knowing how real or perceived these threats are.

Schools will be able to participate to varying degrees during the first year. Withymoor and St

Marys, for example, would be keen to grow theirown flowers for a planter. Mount Pleasant would

prefer to receive flower plugs in school three weeks before they are due to be planted for thechildren to look after, and then plant themselves.

Community growing projects (AgeUK and Hawbush Community Gardens) would be happy to beinvolved both growing for their own planter, and providing a stock of bedding plants to be usedby other community groups or schools who do not have the resource to be growers themselves.

Community groups have expressed interest in linking their arts and craft activities with the theme

of the campaign.

Local traders would be happy to supply water for the planters along the High Street. A couple of

local businesses have expressed an interest in adopting a planter and/or support a school.

BTCV, Dudley CVS and The Moor Centre and have offered support in developing aspects of the

project in year one.

Entering Heart of England in Bloom

While the focus of the community campaign would be in the first instance to brighten up Brierley

Hill High Street, it is suggested that this is linked in with the regional Heart of England in Bloom

competition. This would be an excellent way to gain recognition for the local campaign and raisethe profile of the town. Both BHCFs in Bloom proposal and Heart of England in Bloom share acommon set of aims3:

o Creating a sense of community through improvement of public spaces and positiveinteraction between community members

o An increase in civic pride and sense of community empowerment by engaging people in theimprovement of their own area

3Royal Horticultural Society Britain in Bloom, Information Pack


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o Safer environments for the enjoyment of local peopleo Long term improvement for the environment by addressing issues

such as sustainability, resource management, conservation, litter,graffiti etc...

o Reduction in anti-social behaviouro Cleaner and greener surroundingso Positive effect on the local economy such as increased

commercial enterprise and increased tourismo Regeneration of run down and/or disadvantaged areas.

Advice offered by a few individuals consulted in this study is to startsmall and build up year on year. For example, only putting planters

in half of the High Street in the first year (Peter Vangeersdaele, DMBC), starting small and build up

to in Bloom (members of Civic Society) and working towards an in Bloom entry in a three to fiveyears time (Rupert Dugdale, DMBC).

Stourbridge in Bloom has a very successful Gold award entry into the Heart of England in Bloom.

They were awarded a silver in their first year of entry (which was year one of their project to flower

up the town!). The success of this scheme in Stourbridge appears to be a strong and dynamicleadership and hard work by a few people, capital costs through the Area Committee and on-

going support from Dudley MBC.

David Harcourt, the Stourbridge in Bloom Coordinator advises that it important to consider a long-

term strategy and work with the judging criteria given by the RHS from the beginning even if

Brierley Hill is not planning to enter a competition for a few years. He stresses the importance ofbuilding a vision the Royal Horticultural Society likes to see progression.

Mike Garwood, Chair (and judge) of the Heart of England in Bloom campaign visited Brierley Hill

on 15th

December to talk through ideas for a Brierley Hill in Bloom entry. Initially discussion wasaround whether Brierley Hill would be ready to take part in the in Bloom campaign and at whichlevel it should enterIts your Neighbourhood or in Bloom.

Images taken from the Heart of England in Bloom website

The different campaigns and their relationship to each other are summarised below.

Mike Garwood, Chair of HOEIB


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Levels of Entry

Based on the consultation work carried out in this study and his initial assessment of the area

(High Street and conservation area) Mike recommended that Brierley Hill should enter the in

Its your Neighbourhood (national, run

by the RHS).

Core Pillars are:

Community Participation (workingtowards inclusion, making a

difference, involving local people)

Environmental Responsibility

(addressing fly-tipping, litter, graffiti,recycling, conservation...)

Gardening Achievement (creativity,

maintenance, management,enhancing areas through gardening).

Entries to this campaign are assessedrather than judged.

Designed for small campaigns could be aslittle as two neighbours gardens.

Awarded a level of recognitionEstablishing, Improving, Developing,

Thriving, Outstanding.

Opportunity to work with an HOEIB

judge/mentor in the first year.

Heart of England in Bloom(regional, run byvolunteers)

Core Pillars are:

Community Participation(development and sustainability, press

activity and working with community

groups and schools, year round

involvement, business support)

Environmental Responsibility

(conservation and biodiversitywildlife, natural habitats, resource

management, development of localheritage or identity, management of

vacant plots, art in the landscape,management of street furniture)

Horticultural Achievement (design

and presentation, cultivation of plants,residential and community gardening

(church grounds, schools etc...), retail

areas, open public spaces).

Categories are based on the size of theelectoral role villages, towns, cities, costal

and urban*.

*An urban community must be an identifiable

community within a large conurbation

(electoral roll 0-25,000). It must have its ownsense of identity and have its own Bloom

group. An urban community may not have itsown Council, or be able to stand alone, but it

will have its own sense of place.

Examples of positive points highlighted by In

Bloom judges for some Urban Communityaward winners are in Appendix B.

Britain in Bloom (national run by the RHS)

Core Pillars are the same as regional.

You have to be invited to take part in this national scheme. It will

be generally be Gold award winners of the regional in Bloom

entries who are invited to participate.

Progress

Start


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Bloom campaign, in the category of Urban Community, rather than start with Its your

Neighbourhood campaign.

He offered the following reasons:

Its your Neighbourhood campaign is too small for the scope of the campaign that Brierley

Hill could deliver (based on plans outlined in this study).

Brierley Hill in Bloom already has got offers of support and interest to participate from

community groups, schools, local organisations, local traders and landlords.

In year one you can include evidence of all the allotments and school gardening clubs, for

example, as part of your entry (portfolio) which means schools which already do growingprojects can contribute to the scheme without any extra resource.

St Michaels Church and Marsh Park offer important areas to explore wildlife and

biodiversity.

Its not all about actual flowers! Community participation through brightening up the high

street through artwork and environmental improvements such as a reduction in litter andgraffiti and an increase in recycling are also important.

It doesnt have to all be done in year one! Starting with the high street in year one (and

graveyard at St Michaels and Marsh Park) you would then look to work outwards from theHigh Street to include larger sections of the town.

Even if you only get a certificate of achievement in your first year it is something for the

town to work towards. The judges will give feedback and suggestions about how you might

achieve higher awards in the future.

Documentation, including marking sheets and Heart of England in Bloom guidance, is provided inAppendix C. When reading through the judging criteria it is worth noting that they only judge the

entry on what you show them. Not all the examples they give in the marking sheets will be

relevant. There is a seminar being held for in Bloom organisers in March 2012. An invitation willbe sent to BHCF.

Recommendations Year One

Based on the consultation carried out for this feasibility study, the following recommendations canbe made for 2012. An outline timetable for activity to begin in January 2012 for seven months isprovided. These recommendations should be considered in relation to the available capacity and

resource of the BHCF, funding available and volunteers recruited as part of the campaign.

1. Set up in Bloomsteering committee and start planning!

Agree roles and responsibilities and priorities for the campaign.

You will probably want up to 10 people on a steering committee. These might include:


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Campaign Coordinator (Chair?)

Secretary

Treasurer

Green Care Team, and/or manager of street furniture (DMBC)

Gardening sub group chair*

Artwork sub group chair*

Volunteer Coordinator* Press & PR, campaign communications coordinator*

Fundraising coordinator*

* These last coordinator roles are task-driven rather than actual people at this stage see thevolunteer tasks/roles descriptions in the following section.

The RHS provide a 5 step guide to getting started. See Appendix D.

Think long termit doesnt all have to be done in the first year! What are the priorities?

Based on the consultation the following things we realistically know can be achieved in the first

year (with capital costs for planters and some donations of planting and associated materials).

Re-landscaping of Moor Centre planting areas

3 shop window displays

Work with 3 schools

Work with 4 community groups

Work with two allotment groups

Floral displays for half Brierley Hill High Street = 20 planters and barrier boxes

Gardening club to maintain planters

Some opportunities can also be developed and led by BTCV.

Stefan from BTCV talked about the Foundation Learning Programme they will be doing and want

to push in the Black Country through Probation Dudley. They may be able to look at a potential

clearing projects on wasteland areas - BTCV would lead this work.

There are two areas of waste land owned by DMBC which could be used by Brierley Hillcommunities as allotment space for flower growing or to create wildlife gardens:

1) Land (nr. Hickman road) by the Delph2) Land on corner Moor Street/ Albion Street

At this stage no approaches have been made to Dudley MBC in relation to this.

Contacts would be 1)[email protected] 2)[email protected]

2. Volunteer recruitment drive

Below is a mixture of tasks and volunteer roles that might be needed. As you will see there arepotentially lots of volunteering opportunities if broken down into small task roles. Some volunteers

may be able to take on a few of the tasks depending on skills and capacity. Some roles are larger

than others. For example one person could feasibly take on the whole Artwork sub group.
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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I have used the term coordinator as this denotes an element of responsibility. There may be other

volunteers supporting any particular task.

Recruiting for an interesting variety of roles will encourage a more varied group of volunteers!

While there potentially could be lots of volunteers in the campaign, there will also need to be asteering committee and a campaign coordinator. A proposed structure follows the task/role

descriptions below.

Volunteer Task/Role Descriptions - GARDENING

Volunteer gardening club coordinator

Responsible for coordinating the maintenance strategy and rotas; managing gardening club

volunteers, liaising with local high street traders for using water, H&S, looking after tools, arrangingmeetings for gardening club volunteers, liaising with Council green care team.

Schools gardening coordinator

To motivate and recruit schools to adopt a planter either as growers/planters or planting flowers

contributed by a grower. The school can take ownership over its own design and colour schemethis will not affect judging. To coordinate school planting in May and September.

Community group gardening coordinator

To motivate and recruit established community groups to adopt a planter either as

growers/planters or planting flowers contributed by a grower. To work with allotment growers to

produce flowers. To coordinate group planting in May and September.

High Street traders coordinator

Motivating traders to display their own hanging baskets, or posters and report vandalism.

Environmental improvements coordinator

To liaise and work with the Council about recycling, litter picking, graffiti, anti-social behaviour

strategies and improvements in Brierley Hill High Street. Explore opportunities for families to work

on wildlife and biodiversity projects on St Michaels and Marsh Park.

Build & installation of planters coordinator

To arrange purchase or oversee the design and building of planters. This may involve liaising with

the Probation Service, Glasshouse College, Hawbush Community Gardens who may be able tobuild them, and local business suppliers who are willing to donate some materials. Also liaisingwith council about positioning, and arranging for installation. To liaise closely with fundraising,

schools, community, press & PR and volunteer gardening club coordinator and put together a

timetable for actual flower planting.

Gardening club volunteers

A team of volunteers to maintain planters and floral displays (watering, dead-heading). To assist in

planting in May and September at Moor Centre and planters. To advise on planting timetables andfloral design where necessary.

Events coordinator

To organise a series of small gardening themed events in The Moor Centre (see suggested events

programme in section 7). This may involve setting up small events with The Wildlife Trust -exploring biodiversity in graveyards. To involve local residents and shoppers in BH in thecampaign. To liaise with council and Moor Centre management as appropriate.


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Volunteer Task/Role Descriptions - DEVELOPMENT

Campaign coordinator

A project management role to oversee the Brierley Hill in Bloom campaign. To register and liaise

with Heart of England in Bloom. To be named contact and spokesperson. To support othercoordinators. To set up partnerships with agencies and organisations that can support the in

Bloom campaign, for example working with The Wildlife Trust to deliver biodiversity workshopswith families and schools in church graveyards.

Fundraising coordinator

To fundraise for capital and in-kind costs from business, area committee and charitable trusts. To

encourage businesses to adopt a planter and be matched with a school or community group.

Produce plaques to go on planters.

Press, PR, marketing and campaign communications coordinator

On-going promotion of project and events through newspapers, radio, poster and leaflet

campaigns and Brierley Hill Blog. Facebook and Twitter can be used to engage with a younger

audience. Liaison with School of Art and Design over further design work.

Volunteer coordinator

To work with Dudley CVS on a recruitment drive for volunteers; to include interviewing, organisingtraining with BTCV, reward and recognition. To liaise with banks such as the HSBC and Barclays

to release volunteers on planting projects.

Campaign documenter (Portfolio for in Bloom entry)

To lead on gathering photographic evidence and quantitative and qualitative evaluation from eachaspect of community participation and successes, press clippings etc... To compile a 22 page

portfolio to present to in Bloom judges.

Volunteer Task/Role Descriptions - ARTWORK

Schools artwork coordinatorTo motivate and recruit schools to produce floral-themed artwork to fill empty shop windows, orartwork for display at other venues (including pop up guerrilla art initiatives). To work withprogrammer and display curator.

Community group artwork coordinatorTo motivate and recruit community groups or local art groups to produce floral-themed artwork to

fill empty shop windows, or artwork for display at other venues (including pop up guerrilla artinitiatives). To work with programmer and display curator.

Programmer and display curator

To programme artwork into empty shops. Liaise with landlords for access. To work with schoolsand community artwork coordinators, local artists and Artspace Dudley and make sure that work is

programmed and fits space available. To curate displays in empty shops.

Events Coordinator

To organise a few floral art-themed events in Moor Centre (see suggested events programme in

section 7). This may involve partnership working with Adult and Community Learning Service atDMBC and Artspace.


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Example volunteering structure for campaign

The chart below shows relationships between volunteers and a possible reporting structure.

Please note at this stage that roles and tasks are presented, rather than people. Being realistic,

there are likely to be a smaller group of volunteers, carrying out multiple tasks.

Volunteers may also be sourced through partnership working with banks such as the HSBC andBarclays who release teams of staff on projects to support local community initatives.

A budget to cover volunteer travel expenses and in some cases refreshments is not essential but

seen as best pratice. T-shirts or sweatshirts with logo would also be a nice way of recognising thegardening team It would be worth considering setting a budget for this.

3. Build or purchase planters

Brierley Hill in Bloom

STEERING COMMITTEE Campaign Coordinator (Chair?)

Secretary

Treasurer

Gardening sub group chair

Artwork sub group chair

Green Care Team (DMBC)

Volunteer coordinator

Press & PR, campaigncommunications coordinator

Fundraising coordinator

GARDENINGSub group

Schools gardening coordinator

Community group gardening coordinator

High Street traders coordinator

Build & installation of planters coordinator

Gardening related events coordinator

Gardening team coordinator

Environmental improvement coordinator

ARTWORKSub group

Schools artwork coordinator

Community group artwork

coordinator

Programmer and display curator

Art events coordinator

Team of gardening volunteers

Participating community groups reps

Participating schools reps

Participating business sponsors

Participating high street traders (supplying water)

Participating local artists

Participating landlords/shop owners

Sub group chair Sub group chairCampaign Coordinator


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Dont be over ambitious in year one. Perhaps aim to have planters half the length of Brierley Hill

High Street from Level/Bank Street Junction to five ways junction (Moor Centre), and includingplanting areas in The Moor Centre.

For half the high street 20 planters (some fixed floor planters, others hanging on junction barriers)would be a realistic amount. If constructing rather than purchasing these have to be built, stained

and planted by May 2012.

If there is a really positive impact more people will want to be involved in developing the other side

of the High Street and adopt their own planter in following years. A greater number and diversity ofbusinesses may also want to be involved in sponsorship opportunities.

Suggested location of planters in year one:

2 planters on 2 sets of railings on Level Street junction (both sides of road) and planters ateach side of road (to create a gateway into the High Street)

8 fixed planters along High Street up to Moor Centre. This equates to 4 on either side of

road 2 planters on 4 sets of railings at Moor Street junction (8 in total)

Development of planting areas in Moor Centre.

Contact needs to be made with Mike Bosworth Asset Manager, DMBC for the permission to put

planters on public highway when a plan is agreed.

Peter Vangeersdaele (Highways, DMBC) advised on safe and best locations for planters along the

High Street:

Planters on barriers should leave at least a 25cm gap before the road No planters allowed on railings where there are white lines on the road

Height of planters needs to be so they can be seen over the railings from the road

If there are litter bins, this is a good indication of public highway and not privately-owned

land. Planters near litter bins may be a good location as people are more likely to put

rubbish in bins and not planters if they are visible

Only put planters on two of the railings on each side of the road at junctions

Concentrate on making maximum impact at every location (i.e. also put a planter where youhave barrier baskets.

4. Encourage community participation

Invite Brierley Hill schools, community groups and local businesses to participate.

This could involve;

adopting and planting a planter

growing flowers

sponsoring a school/groups planter

creating artwork

exploring biodiversity and wildlife

attending an event, planting some bulbs/sow some seeds

promoting opportunities to be a volunteer.


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Level of involvement needs to be agreed on an individual basis if adopting a planter (i.e. planting

their own, planting of pre-grown stock etc...)

One of the overarching aims of the Brierley Hill in Bloom campaign is to get the community to work

together; to give a little and together achieve a lot.

Opportunities for community participants to meet, network and inspire each other will help build a

sense of community. A workshop for participants (schools, community groups, potential sponsors,local businesses and individuals interested in volunteering) to share ideas and find out more about

the in Bloom campaign could be programmed early into the project (February).

A public events programme would further enhance community participation. Section 7 has

examples of events that could be run.

5. Estimated capital costs

The following estimated costs of planters are based on the assumption that there would be 12

barrier baskets (on railings) and 8 fixed planters on half the High Street (planters measuring 1.2m

H x 1m W x 1m L) this would be for half the High Street in year one.

Below is a comparison of the prices of planters from Plantscape, a national supplier (using list

price guide) and homemade (working perhaps with the Probation Service, Glasshouse College orHawbush Community Gardens on construction) and purchasing materials from timber and

gardening suppliers. Planting costs are for compost and a couple of shrub features (bedding

plants to be grown on community allotments).

NB. Wooden decking and wooden batons were priced at timber merchants to produce thisestimate. Wood stain and liner are also estimated in the below prices.

Detailed costing and budgeting would need to be done, working with those designing the plantersand barrier baskets. Safety is important so it is advisable to design barrier baskets which utilise

available brackets.

Some companies may offer wood, compost and plants as in-kind sponsorship and this would of

course reduce the cost dramatically.

Estimated unit cost Estimated unit costpurchased from Plantscape

Wooden planters made from

decking

120 max (including liner)

excluding bracket

425 (ex VAT) may exclude

bracket

Wooden barrier baskets made

from decking

70 120 (these are robust plastic)

Compost and planting forbarrier baskets

Year one 25 each Year one 25 each

Compost and planting forwooden planters

Year one 80 each Year one 80 each

Price comparison based on 8 x planters and 12 barrier baskets

Home made Off the shelf (inc VAT)12 x barrier

baskets, compost

1140 1740


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8 x Woodenplanters, compost

and shrub planting

1600 4640

2740 6380

Plaques acknowledging the contribution of school/group/sponsors will be important. Plantscape

plaques, designed to go on their planters cost 60 each. This may not include the wording/logos

however.

A contingency budget to replace planters and planting which may be stolen or vandalised is

recommended.

Below are some examples of different types of planters and prices for information.

David Harcourt, coordinator of Stourbridge in Bloom, advises that if building planters these will

need to be very robust and lined with strong plastic. They will also need re-staining every couple of

years, so build this cost into maintenance routines.

Another thing that needs to be considered is the street furniture colour scheme and maintenance,

so the effort is consistent. You will need to consult with council maintenance teams if going aheadwith an in Bloom scheme.

It would be useful to invite the Council officer responsible for street furniture/or green care team to

sit on the steering committee.

PlantscapeManchester planters354 (ex. VAT)

Plantscape

PWP Softwood Square

Wooden Planter1000 square

39 inch 425.00 (ex VAT)

Plantscape

Planter Seat (with

seat) 1250 long 49 inch

369.00 (ex VAT)

Plantscape

Pedal Park Planter

1250 long 49 inch

449.00

Plantscape

Barrier Basket 1250 long 49

inch 104.95

Barrier Basket Insert 14.95


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Other capital costs indentified in the consultation were for a new poly tunnel for Hawbush

Community Gardens. They will not be able to contribute to the campaign as growers of stock

without this resource. Estimated cost: 350.

Insurance

You may want to consider taking out some kind of

insurance.Dudley CVS have a fact sheet which looks at the

different types you may consider. This is provided in

Appendix E. For this project these might be:

Public Liability Insurance

Event Insurance

Trustee Indemnity Insurance

BTCV is able to offer Community Network Members(who are voluntary not for profit organisations) access

to competitive insurance through an insurance scheme underwritten by Zurich Municipal. BTCV isAuthorised and regulated by the FSA to act as intermediaries in the sale of insurance toCommunity Network Groups. Insurance cover starts from 100 per annum. For a summary of theinsurance and the type of groups they can cover visithttp://www2.btcv.org.uk/

For comparison, Hawbush Community Gardens also have public and employers liability Insurance

through Ann McCreanney, Finance ReDirect Limited Tel: 01234 358535.

6. Fundraising

The majority of local traders spoken to during this consultation were not able to provide anyfinancial sponsorship to Brierley Hill in Bloom, nor were interested in adopting a planter at thisstage.

Approach to business sponsors

Hardip Madahar suggested contactinglocal businessmen such as Tony Whitiker,

owner of Delph Trading Estate, andapproaching High street shops such asPoundland, Iceland, Asda shops with a

national remit.

Approach to Area Committee

The next Brierley Hill Area Committee is in

February 2012. Peter Vangeersdaele(Highways), who has been very supportiveof the in Bloom concept in Brierley Hill,

sits on this area committee.

Three potential grant schemes havealso been identified in an initial scopingexercise:

Sounds like a really good ideaand one we would be happy to

help support in any way we can.

Once your study is complete

please get in touch with us againand we will look to support you in

the best way possible.Dennis Hodson

DirectorDudley Community Partnership

support team

Pentax Development Limited

Shane Birch Bastock suggested that weshould target larger local businesses that do

not have a presence in the High Street. For

example, Higgs & Sons recently relocatedbut would benefit from still having a presence

on the High Street as they had done for the

past 100 years. There may be othersbusinesses based at the Waterfront who are

interested.

He said that high street traders may offer tohelp maintain the planters and water them.Shane has offered to email a list of the

traders who used to go to the TradersAssociation to gain interest.
https://service.mail.com/dereferrer/?target=http%3A%2F%2Fwww2.btcv.org.uk%2Fhttps://service.mail.com/dereferrer/?target=http%3A%2F%2Fwww2.btcv.org.uk%2Fhttps://service.mail.com/dereferrer/?target=http%3A%2F%2Fwww2.btcv.org.uk%2Fhttps://service.mail.com/dereferrer/?target=http%3A%2F%2Fwww2.btcv.org.uk%2F


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Grants between 100-1000

Improving places communities share

Improving natural environments

Tackling issues head on and restoring a sense of pride

www.itsyourcommunity.co.uk

Safer Environment Fund

Lasting and positive impact on community environment 2500 maximum

www.eon-uk.com/distribution/(Jason Guest)

saferenvironmentfund.aspx

B&Q 50-500 of materials from B&Q

Long term benefit

Community involvement

Supported through local stores

7. Public events programme

In order to encourage public participation, raise awareness about the campaign and recruit

volunteers, a series of public half day/low-cost events on Saturdays could be scheduled for theMoor Centre. Here are some suggestions.

2012 April/May planting bedding plants in Moor Centre planting areas

o This event could seek sponsorship from garden centres for compost, bedding plants.

o Tools supplied by BTCV.o Volunteers needed to run event.

2012 June/July make and take paper plate flowers.

o This event would need paper plates (50 for 1 from Poundland!) and arts and craftsmaterials.

o Could be done in the market, library or open air in Moor Centre (depending on the

weather).o Volunteers needed to run events

8th

September 2012 Heritage Open Days.

o Register with the Heritage Open Days annual event to maximise marketing.

o Organise history walks around the High Street Conservation Area, St Michaels, NineLocks and ask people to plant some bulbs as part of the experience.

o Volunteers needed to run evento Local History expert (i.e. Pete Boland Dudley MBC, Steven Masters, Ned Williams?)

2012 Late September/ early October Blub planting event in Moor Centre planting

areas and The Big Draw!

o Event to plant bulbs in Moor Centre planters, including filling the pit under the Moor

Centre clock with soil and planting spring bulbs.o This event could seek sponsorship from garden centres for compost and bulbs.o Tools supplied by BTCV.
http://www.itsyourcommunity.co.uk/http://www.itsyourcommunity.co.uk/http://www.eon-uk.com/distribution/http://www.eon-uk.com/distribution/http://www.eon-uk.com/distribution/http://www.itsyourcommunity.co.uk/


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o Register with The Big Draw campaign to maximise publicity. The activity/theme

would be to cover every paving slab in the Moor Centre with chalk flowers.

o Chalks, brooms and water supply required.o Volunteers needed to run events.

2013 January/February seed planting event in The Moor Centre

People can plant seeds in trays to take away and to grow on, and then bring back inMay when new planters are ready to go or for growers to use on their allotments all

about encouraging local people to be a part of initiative and recruiting more volunteers.

o This event could seek sponsorship from garden centres for trays, flower seeds andcompost.

o Tools supplied by BTCV.

o Volunteers needed to run event.

Although these events would almost run at cost neutral if bulbs, compost and other plants

were donated, a small budget to cover arts and crafts materials and perhaps some balloons

would be recommended. There should be no artist fees with this kind of activity.

8. Press, PR and communication strategy

It is essential that the campaign creates an impact. It is more likely to be sustainable if thecommunity are backing it so they need to know that it is community, rather than council-led. Media partnerships with local radio and newspapers are important to raise profile,

recruit volunteers and encourage wider participation in in Bloom projects through art andenvironmental awareness.

o It was suggested that promotion could be done through Paul Collins show on BridgeRadio called The Black Country Matters show (Sunday 2-5pm)

o Marketing support strategy advice offered by Melissa Guest from Dudley CVS

o Brierley Hill Blog is already set up with followers this should be utilised.

o Branding for the campaign (including logo and poster template) will be produced aspart of a design competition being managed by Stourbridge College of Art and

Design. A design brief was supplied to the college by Suzanne

Carter in December 2011 - Appendix F.

o Suggest creating ad-hoc press activity through installation of

unusual temporary pop-up art and craft exhibitions (with floral

theme) to get people talking about the area and brighteningpeoples day! This idea is based on the Guerrilla art work that has

sprung up in UK (i.e. a bus stop covered in knitting suddenly

appearing one day see image to right). Artspace or a school (forexample) could create paper carnation flowers (using serviette,chicken wire and floristry tape) and these could be artistically

wound around barriers at a junction, or a knitted flowery jacket

could be created to cover traffic light boxes in the High Street. Theidea is for these pieces of artwork to spring up overnight, and a tip


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off issued to the local press. Peter Vangeersdaele (Highways, DMBC) confirmed the

council would have no objections to this kind of activity as long as they did not

damage property or cause a hazard.

o Design for campaign branding, logo and a poster template will be supplied through adesign competition with students.

o

Print budget: 700-800.

9. Build partnerships to support delivery

There have been offers of support from BTCV, Dudley CVS, Age UK Greenagers, HawbushCommunity Gardens, and Artspace Dudley. It is also worth looking for support from the

following organisations:

o Adult and Community Learning Service, DMCB

o Birmingham and Black Country Wildlife Trusto Glasshouse College

Building partnerships with organisations that have both expertise and capacity buildingagendas will maximise the potential of the campaign and you also get extra marks in the

in Bloom campaign for working in partnership.

10. Register for Heart of England in Bloom

o The public recognise the brand of in Bloom and will understand the aims of the

campaign. Everyone consulted as part of this study had heard of Stourbridge in Bloomor another in Bloom initiative. Entering the campaign enables Brierley Hill to use this

branding.

o Contact Jenny Redfern to request application form for the Heart of England in Bloomcampaign 2012.

o You can request a day to be judged in July, or be given a date.o In the category ofUrban Community you get an audience of 2 hours with the judges,

plus 15 mins for press and 15 mins to give a presentation.

o Entry fee is 50.

11. Document EVERYTHING towards an in Bloom portfolio (part of judging)

A portfolio is an important part of an in Bloom entry as it documents all-year-round

achievements of the campaign and showcases the community participation, fundraisingevents, educational programmes, consultation, artwork, events etc... Appendix G provides

details about the portfolio.


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12. Measuring Impact

An opportunity to gather evidence to demonstrate the long-term impact of the campaign can

only happen in year one!

Measuring the longitudinal impact of Brierley Hill in Bloom is important for the wider

regeneration of the area and useful evidence to support future fundraising initiatives for inBloom. Baseline information should be gathered in January/Feb 2012 from high street

traders, schools, community groups and shoppers on their perception and experience of the

area, general sense of wellbeing and being part of a community. Same or similar peopleshould be asked again after judging day in July and again in January 2013 one year on

to see if the campaign has had any impact.

Proposed Timetable

The steering committee will decide on their priorities for year one. The proposed seven month

timetable below is based on assumptions that the campaign will reflect the content andrecommendations made in this study and will, of course, be subject to change.

January

2012 Steering group formation for development phase

Fundraising strategy Businesses and/or Area Committee/in-kind

sponsorship/donations from garden centres/timber yards

Low-level gardening club volunteer recruitment drive

Liaison with growers for planting

Liaison with schools and groups who have already expressed

interest in being involved

Liaison with Stourbridge College re: branding design competitionand set judging criteria for BHCF

Confirmation of empty shop units/displays

Marketing to schools and community groups and businesses with

invitation to adopt planters, create artwork, get involved. Invitation to

a workshop to learn more about the project and who people can getinvolved scheduled for February.

Liaison with local press partnership / PR strategy

Liaison with local artists/adult and community services/Artspace

Get access to shop unit and add in Artspace mural press and PR

activity.February

2012 Fundraising - Area Committee meeting - optional

Steering group meeting

Register with In Heart of England in Bloom

Run in Bloom workshop for all interested people year one.

On-going liaison with schools and community groups

Volunteer recruitment

Fundraising

Design or purchase of planters

Press and PR campaign launch Withymoor artwork display in

empty shop windows February Press and PR public volunteer drive

Purchase/donation of wood to planter makers

Formalise group of volunteers (to include those maintaining planters,


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developing scheme and growers - organise insurance)

March2012

Voluntary gardening group meeting

Prepare for public event end-April

Gardening club liaise with local traders and draw up schedule for

supplying water and also for their own maintenance roles

Planter construction completion

Training for volunteers from BTCV

Leaflets to all high street shops about putting up a hanging basket.April 2012 Organise sponsorship, acknowledgment plaques and fittings

Steering group / gardening group meeting

Associated Press and PR

May 2012 Early May planters positioned and filled with earth.

School and community group fill planters

Associated Press and PR

Public event - Planting bedding plants in Moor Centre and

landscaping areas volunteer drive

Gardening club start maintenance then ongoing

Register for Heritage Open Days history walk and bulb planting Artwork in one empty shop or change display

June 2012 Gardening group meeting

Preparation for public hand-on art events in summer holidays (i.e. at

library)

Press & PR re in Bloom competition

Posters made for schools and children to draw flower on each and

put it on their car/house windowIts our High Street!

Guerrilla art display associated Press and PR

If entered into in Bloomcompetition Street furniture maintenance

July 2012 Gardening group meetings

Artwork in one empty shop or change display

Judging day if entering an in Bloom competition

Coordination of litter picking and environmental cleanup of High

Street, car parks etc..

As timetabling has to be done around the seasons, many tasks need to be started in January andFebruary to ensure that planters, growers, schools and groups are ready to plant spring flowers in

May. In the first couple of months fundraising both for capital costs and in-kind support is

important, as is strong coordination between the different groups and schools which may beparticipating.

Estimated Budget

Below are two draft budgets which include discretionary spend for art, gardening, events,volunteer expenses, insurance and training. This budget should only be seen as an example of thetypes of costs that year one of a campaign might include. The steering committee will decide onpriorities and have to re-budget as appropriate.

o

Option One includes capital costs for purchase of planters from a supplier such asPlantscape.o Option two reflects the cost of building planters.


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In-kind donations have not been taken into account for either of these options. The budget couldbe reduced significantly with in-kind support.

The budget does not include any consultancy or project management fees. BHCF will need todecide what course of action they wish to take and if enough staff resource is available tocoordinate the project, especially in the early stages where the campaign needs most timeresource and coordination.

option 1 option 2

Planters and planting year one 6830 2740

Other capital costs for gardening 500 500

Contingency for planters/planting 750 750

Events budget 250 250

Art budget 200 200

Insurance 250 250

Participant workshop (February?) 100 100

Volunteer expenses budget 400 400

T-shirts gardening team 75 75Poster print run 700 700

Stationery 200 100

Postage 350 300

Additional planting budget - Moor Centre 400 400

Volunteer training 500 500

11505 7265

Contingency @ 10% 1150.5 726.5

12655.5 7991.5

Conclusion

This study sought to engage with the people of Brierley Hill and explore the feasibility of a BrierleyHill in Bloom style campaign to brighten up Brierley Hill High Street and get the communityworking together to improve their environment.

While consultation has been carried out with a sample number of schools, community groups,

local traders and businesses, support agencies and stakeholders; there is much excitement andpositivity about this campaign.

Those consulted have a genuine enthusiasm to be involved. There is a belief that the campaignhas the potential to strengthen community cohesion, civic pride and community spirit within thetown. It will also present the opportunity to expand existing programmes of activities, create newopportunities for volunteering, and contribute to building a sense of place in Brierley Hill.

The main challenge will be time and keeping it manageable. The campaign needs to begin withgusto in January in order to have High Street planters filled with spring flowers by May. This isfeasible with the right amount of input from the onset, and resource identified to make it happen.


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Appendix A: Contact list of those consulted

Brierley Hill Civic Society Tim Sunter [email protected]

The Brierley Hill Project Stacey SimpsonNicky SlaterWOULD BE INTERESTED INVOLUNTEERING

[email protected][email protected]

Hawbush CommunityGardens Garry Wright [email protected]

AgeUK GreenagersAgeUK LeapAgeUK - Springboard

John FoxMaggie ThompsonJenny Worwood

[email protected]

Brierley Hill Town CentrePartnership

Tim Sunter [email protected]

Withymoor Primary School Beccy Fellows [email protected]

Mount Pleasant PrimarySchool

Charmaine ReddingWOULD BE INTERESTED INVOLUNTEERING

07792 369284

St Marys Catholic PrimarySchool Margaret Berreton 07969 689701

Dudley MBC PeterVangeersdaele(Highways)

[email protected]

Dudley MBC Andrea Jones (Town CentreManager)

[email protected]

Dudley MBC Keith Shakespeare 01384 814470

Dudley MBC Alan Radford [email protected] Stefan Lewandowski [email protected]

Black Country Chamber ofCommerce

Hardip Madahar [email protected]

Dudley CVS Eileen Fielding [email protected] CVS Melissa Guest [email protected]

Groundworks Amit Dattani [email protected]

Community Partnership Dennis Hodson [email protected] in Boom David Harcourt 01384378209

Heart of England in Bloom Jenny Redfern (Coordinator) [email protected] 930182

Heart of England in Bloom Mike Garwood (Chair, Judge) [email protected] 363599

The Moor Centre David Botwood [email protected] Calibration, HartsHill Industrial Estate

Vicki Wilkes 07977 [email protected]

Dudley Performing Arts Claire Starmer [email protected]

Public Art Unit Steve Field [email protected] College of Artand Design

Elaine GilesAndy Sylvester

[email protected]@stourbridge.ac.uk

Artspace, Dudley Ed Cartwright [email protected]

Pentax Developments Ltd Shane Birch Bastock [email protected]

Savills Sarah Heynes [email protected] 6348400

John Emms Commercial John Emms [email protected] 257284
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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Useful contacts

Birmingham and BlackCountry Wildlife Trust

Pip Newbury 0121 515 1702 / 07791 [email protected]

Dudley MBC Kevin Billingham (GreenCare)

[email protected]
mailto:[email protected]:[email protected]


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Appendix B: Judges comments on Urban Community awardwinners 2011


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Appendix C: Heart of England marking sheet and judging guidelines


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Appendix E: Dudley CVS insurance fact sheet


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Appendix F: Stourbridge College of Art and DesignDesign Competition

The Brief

A community-led campaign which involves community groups, schools, allotment growers and

Brierley Hill residents working together to brighten up Brierley Hill High Street with floral displays

and planters, and empty shop units with floral themed artwork.

It is a campaign which aims to get people working together and increase civic pride within thetown. It will be coordinated by volunteers and supported by local businesses.

Starting with Brierley Hill High Street in 2012, the planters and planted areas may then spread to

other parts of Brierley Hill and form a trail that would be entered into the Heart of England in Bloomannual competition a few years along the line.

This project aims to be on-going and standalone as it will have many different partners and

contributors, and these may change over the years. Because we may start with an Its our HighStreet! message and move on to an Its our town! message, finally moving to Brierley Hill in

Bloom, we do not wish to include any words at this stage.

Branding is essential, and needs to be suitable for any changes in direction in the future.

Design Brief branding

To create bespoke branding for the project to reflect the campaign brief. Key words to describe thecampaign and project are:

Flowers, brighten, working together, community, schoolsColourful, growing, gardening, high street, civic pride.

Desired Outputs

1) A full colour logo

This will be used on all correspondence (emails, letter head) on promotional material (posters, t-

shirts and on plaques placed on High Street planters).PLEASE PROVIDE A HIGH RES JPEG.

NB: there are no limitations on colour, but the logo also needs to be visible and clear when printed

in greyscale.

2) A simple full colour A4 belly poster(See attached an example of a belly poster)

This poster should reflect the branding created.The poster will either be printed out and contents added by hand, or we will insert text into the

poster and print out.PLEASE PROVIDE A PDF.

NB: there are no limitations on colour, but the logo also needs to be visible and clear when printedin greyscale.

One idea for this belly poster is to have it mass printed and distributed through schools. Each child

would draw a picture of a flower or a floral scene inside it and these could be put inside house andshop front windows.


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The poster would serve a dual purpose;1) Providing information about the project

2) Framing artwork created as part of the project.

The Competition

All submitted designs (to include JPEG logo and Belly Poster design) will be judged by Directors at

the Brierley Hill Community Forum. The winning design will be used as branding for thecommunity campaign. Design credit given on Project blog and in press and PR.

Deadline for competition

Friday 27th January


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Appendix GDocumenting in Bloom year-round activity and achievements


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Brierley Hill in Bloom Feasibility Report

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