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Project information

Cheltenham Music Festival and Educational Outreach

Cheltenham Music Festival's long term vision is to engage new audiences through outstanding performances and unique experiences; inspire young people in a dynamic education programme; and develop the talents of promising young musicians through high quality workshops and masterclasses

February 2019 - July 2019

Charity information: Cheltenham Festivals

Cheltenham Festivals logo
  • Need


    Many people have little exposure to live classical music and feel “it is not for them”. Schools struggle to provide opportunities to engage pupils in music, and to develop students that show musical talent. Given the many benefits associated with music, eg development of children’s creativity, confidence and collaborative skills, there is a clear need to create musical experiences that engage diverse audiences, and which will inspire and support future generations of musicians and concert-goers.


    Cheltenham Festivals is a charity which feeds the human spirit. By providing innovative, world-class content alongside accessible Around Town events, our Music Festival aims to change perceptions of classical music and provide opportunities for people of all ages and backgrounds to participate. Our year-round outreach programmes engage children, young people and community groups from Gloucestershire and beyond and talent development work provides a platform for new and emerging musicians.

  • Aims

    Aim 1

    To engage new audiences in classical music


    » Incorporating a programme of concerts that appeal to broad audiences, building on the success of the Music Festival's Proms series in 2014 to 2018
    » An audience development plan building awareness & interest, focussing on reaching new audiences, eg younger age groups, in different geographic areas.
    » Ticket offers, fringe activities and local community engagement to encourage new audiences to attend the Festival.

    What success will look like

    Demonstrated by the proportion of new audience members for 2019 events.

    Aim 2

    To inspire a love of music in young people


    » A dynamic Education Programme with inspiring opportunities to engage with classical music through school workshops, teacher CPD and Festival events
    » Involving inspirational musicians, such as cellist Sheku Kanneh-Mason, trumpet virtuoso Alison Balsom and the talented Kings Singers.
    » Work with youth music partners to promote opportunities for young people to make music after the Festival, particularly through our schools projects

    What success will look like

    Demonstrated by an increased take up of other musical activities run by the Festivals and feedback from musical workshops

    Aim 3

    To develop the talents and ambitions of promising and emerging young musicians.


    » Workshops and rehearsals, culminating in performances, as part of our Composer Academy & other elements of our innovative ‘Talent Development Ladder’.
    » Participation in our Musicate project where conservatoire students will partner schools to inspire a love of music and their own communication skills.
    » Platforms for unsigned talent and subsequent commissioning and performance opportunities at Cheltenham Music Festival.

    What success will look like

    Demonstrated by an increase in the numbers of new and emerging musicians involved with the Music Festival and following the career progression of young musicians supported.

  • Impact


    - Young people will be inspired to enjoy and participate with classical music
    - New audiences for classical music increase
    - New and emerging musicians see career progression and are supported to have successful careers


    Fundraising income could fall below target, eg we don’t secure the level of Champion Funds to match or increase the level of online donors. We don’t attract young musicians to take part in workshops and performances. This is mitigated by our strong relationships with our Music Hub and schools, interest in our Musicate project, the success of our previous weekends for young musicians and that our Composer Academy attracts applications from around the UK and abroad.


    Donors will be kept up to date on the progress of the project through e-news/letters and invitations to events at the Festival and Education projects. They will also receive a report after all the project and festival activities, including feedback from participants.

  • Budget

    Budget - Project Cost: £80,000

    Loading graph....
      Amount Heading Description
      £25,000 Musicians Fees Engaging a top British orchestra for a Proms style concert
      £7,500 Soloists Fees A soloist for a festival residency that will include workshops, masterclasses and performances
      £7,500 Venue Hire and Production Venue, staging, lighting etc for a major concert and weekend of workshops and performances
      £25,000 Education Projects Including schools workshops, musicians workshops, rehearsals and concerts
      £5,000 Marketing Costs of producing online content and print
      £10,000 Staff costs Staff time for running project, education workshops and marketing

    Current Funding / Pledges

    Source Amount
    Trust funding £10,750 Guaranteed
    Ticket sales £15,000 Conditional
  • Background


    Cheltenham Festivals attracts audiences from across the world to four annual Festivals of Jazz, Science, classical Music and Literature, which have been an important part of the region's heritage since the first Music Festival in 1945. Events will take place in and around Cheltenham, with the education programme running in schools across Gloucestershire. In 2017 over 25,000 people took part in our Education Programme and more than 135,000 people visited our festivals.


    This project will benefit over 1,000 young people, many who do not normally engage in music and thousands of people attending a diverse range of concerts (in 2016 more than 12,000 tickets were issued). Gloucestershire is a county of extreme dichotomies, with some of the country’s most wealthy people, living alongside some of the poorest. We want our project to help reach a wider cross section of our local population. To do this we shape, programme & deliver targeted projects and performances.

  • Why Us?

    Why Us?

    Cheltenham Festivals creates world-class cultural festivals and year-round education programmes. Our Education team has a track record of delivering outstanding projects that unlock the talent, enrich the lives and career opportunities for young people. Each year we have more than 3,000 pupils and their teachers from 30 schools participate in music projects. All our creative music-making projects stem from a belief in the power of music to transform young lives; this project will build upon this

    Read more about the Charity running this project.


    Alison Balsom OBE

    Cheltenham Music Festival Director: overseeing the project, with a particular focus on engaging new audiences and media coverage.

    Camilla King

    Music Festival Manager: responsible for arranging the programme of events for the Cheltenham Music Festival

    Philippa Claridge

    Cheltenham Festivals' Education Manager: project delivery and managing relationships with schools, parents and partners including local Music Hub.