Much-loved attractions across Newcastle and Gateshead are calling upon the public to make the most of what's on their doorstep as they continue to suffer the effects of the pandemic.
Visitors are being urged to return to museums, galleries and cultural venues around the city which have not yet recovered from the drop in footfall they have seen since Covid - with some finding numbers over the threshold have been slashed by more than half - and they are desperate to welcome people back.
In a united plea, 10 venues, including Life Science Centre, are keen to remind families just what they are missing out on and - besides their permanent attractions - they will be launching new spring programme as well as showcasing some cultural gems over the coming year.
Read more: Countdown to seeing Lindisfarne Gospels in Newcastle
And to help the message hit home there will be high-profile posters popping up around the area urging people to 'Make Your Moment' for a visit to see what's on offer.
Baltic art gallery and Sage Gateshead over the river are also among those joining the city's call and the hope is that by showing a united front they will strengthen their message about encouraging a 'return to culture'.
Keith Merrin, director of Tyne & Wear Archives & Museums which represents the likes of Great North Museum: Hancock and Laing Art Gallery - which itself will be displaying the Lindisfarne Gospels this autumn, described as the must-see event of 2022 - says that venues want to see people in person; crossing their thresholds to enjoy events and exhibitions.
He said: “ We know that, due to the pandemic, people have missed having days out with family and friends, or taking time out for a visit to a concert or exhibition.
"These experiences are an important part of our lives and something we hope more people will now start to fully enjoy again.”
In all, 10 organisations make up a partnership called Newcastle Gateshead Cultural Venues and have reported a reduction in visitors of around 50% compared to pre-Covid days.
And TWAM's four Newcastle venues - Discovery Museum, Laing Art Gallery, Hatton Gallery and Great North Museum: Hancock - all have experienced huge visitor losses and are said to be a whopping 56% down on numbers between May and September 2021 compared with previously.
The partnership's new advertising campaign Make Your Moment, which is supported by Newcastle City Council, via the European Structural and Investment Funds, and Gateshead Council, which see posters appear on bus shelters in the region and throughout the Metro system. There also will be a campaign website.
Keith added: “By joining forces in this way, we want to highlight the strength of the cultural sector in Newcastle and Gateshead, and what it offers – from science to storytelling and from blockbusters to ballet - to everyone who lives, works and visits here."
Among the new spring season events out to attract visitors will be a watercolour exhibition including paintings by Turner at the Laing and a Family Art Festival taking place over the Easter holidays at the Shipley.
Baltic will be featuring an extraordinary, colourful world created by artist Ad Minoliti and Sage is creating a summer season which will include Royal Northern Sinfonia concerts and a celebration of the Queen's upcoming Platinum Jubilee featuring coronation music through the ages.
Abigail Pogson, Sage managing director and co-chair of NGCV, and Sarah Munro, director of Baltic, said in a joint statement: "While venues were forced to close their doors due to Covid-19, we continued our work online and were overwhelmed by the enthusiasm and appetite for this.
"Now that venues have re-opened, with appropriate safety measures in place, we hope that people will want to enjoy live culture again with this brilliant programme of events we have planned for spring and summer - we have missed seeing everyone in person!”
Live Theatre too is supporting the visitor drive with the help of events including one by its Youth Theatre which will be back after a two-year absence with a show summing up the experiences of Generation Z.
Coun John-Paul Stephenson, of Newcastle City Council, said: “The arts and culture sector has really struggled as a result of the pandemic, and we know many organisations and venues are still finding it difficult to get back on their feet."
He said that now "we can all once again make the most of our city’s rich history, take in amazing performances and exhibitions, and experience more of what Newcastle and the wider region has to offer".
Coun Angela Douglas, of Gateshead Council agreed that now is a "great opportunity" to revisit local attractions, adding: "We know how powerful culture can be for our wellbeing so I'd encourage everyone to check out what's on and plan a visit."
For more information about the Make Your Moment campaign and individual venues see here.
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