Building on the success of British Land’s long-term partnership with New Diorama Theatre at Regent’s Place, together we launched one of the UK’s biggest and most accessible arts hubs: NDT Broadgate. Today, new research reveals the huge social and economic impact this generated for the UK.

From August 2021 to July 2022, NDT Broadgate provided over 20,000 sq ft of creative space completely free to independent and freelance artists. Here, Simon Carter of British Land and David Byrne of New Diorama Theatre reflect on what we can take from the success of NDT Broadgate, fuelling the recovery of the arts post-pandemic and boosting Broadgate’s commercial success.

The first project of its kind in the world

Simon: We’re proud to share new research by international experts BOP Consulting, revealing the economic impact of NDT Broadgate – the first project of its kind in the world. In a single year, it delivered £40m additional revenue for the UK economy – including box office sales, funding from grant givers, increased revenue for supply chain partners and greater expenditure by employees and visitors – and supported over 1,000 jobs. This shows the value of providing affordable space, which is part of our 2030 sustainability strategy: Greener Spaces, Thriving Places and Responsible Choices.

David: NDT Broadgate should not have been possible. In just one year, this radical project supported thousands of artists in the wake of the pandemic and returned £40m back to the UK economy. In a city where the rent on a rehearsal studio can cost two or three times the weekly wages of the artists working in it, the impacts of NDT Broadgate show what this type of forward-thinking investment can unlock for everyone.

The power of partnership in tough times

Simon: Delivering a giant creative complex coming out of lockdown was a bold step. The results exceeded our expectations, demonstrating the power of culture as a driver for economic and social growth. In tough times, it is often harder to invest in the arts. Yet, in the current cost-of-living crisis and with many creative companies struggling to survive, the arts have a more important role to play than ever in re-energising urban centres and local economies.

David: Without the bravery and commitment of British Land, New Diorama Theatre would not have survived lockdowns and NDT Broadgate would never have existed. When the pandemic hit, they were the first on the phone offering support. When we asked them to go further to support not just NDT but our whole industry, they answered our call. Together, we took a leap into the unknown – and along the way sparked a creative revolution that will go down in British theatre history.

Cultural, social and commercial value

Simon: Led by New Diorama Theatre, the cultural and social impact of NDT Broadgate was immediately obvious, with thousands of artists accessing the space. As we saw the buzz at Broadgate, drawing footfall back to the City of London, the commercial value for us and our customers was also clear. Restaurants and bars close to NDT Broadgate benefited from nearly double the sales uplift of other retailers across the campus.

David: NDT Broadgate offered free space at a critical moment, when it was needed most. The artists did the rest. We focused support on early-career theatre-makers while many were falling through the cracks of government support – independent artists who now are at the sharp end of the cost-of-living crisis.

But NDT Broadgate was more than a rehearsal space. For everyone who visited, it brought together a creative community after a time of loneliness. For audiences across the country, it kickstarted work that inspired and enriched people’s lives after a year of desolation – with many of those shows, and the ‘Made at Broadgate’ label, still touring today.

Simon: As a leading property owner, we not only develop but also manage places, often curating them over decades. So, we take a long-term view and work in partnership, striking a balance between immediate and lasting returns as we create Places People Prefer.

Call to action

Simon: Just as shows ‘Made at Broadgate’ travelled the length of the country, the opportunities highlighted by NDT Broadgate extend across the UK. We hope the evidence presented in this new report encourages greater partnership across artists, cultural organisations, property companies, policymakers and local government. Together, we can achieve so much more.

David: When we first announced NDT Broadgate, we called our plans a Blueprint for the  Brave. Now, we hope the evidence gathered here offers a foundation for a stronger and more creative future. If there’s one thing artists know, it’s how to stretch a budget and make the most of every penny. With many shops and offices across the UK still sitting empty, local economies crying out for support to recover their strength and vibrancy, and artists hanging on by a thread, the opportunity is there for the taking.

Simon Carter is CEO of British Land
David Byrne is Artistic Director and CEO of New Diorama Theatre

Download the Economic Impact of NDT Broadgate Report

Image: The Pappy Show at NDT Broadgate. Photo © Guy J Sanders.