Winter Droving 2022
Overview
The 29th October 2022 saw international, national, local artists and performers take to stages and the streets in Penrith Town Centre for the 11th annual Winter Droving.
The Winter Droving has become an autumn tradition, combining local history and culture with a dash of myth-making and a firm eye on the contemporary. The Samhain celebration, which started in 2012, is quintessentially Cumbrian and a celebration of rural life.
"The turnout was fantastic as it always is, I think the people of the area have grown to really love what become their droving."
"We support the Winter Droving because it is a fantastic family friendly festival that shines a light on our town.
"I was pleased to see diversity within the performances, the bhangra style entertainers went down well with the crowd."
Aims
- Marketing reaches local, regional and national platforms to reach new audiences.
- Audience make up is a combination of Cumbrian locals and people from further afield, to showcase Penrith as a cultural destination and a great place to live and work.
- Accessible to all and free.
- Programme a diverse range of artists who bring distinctive, engaging and challenging arts to appeal to a full range of ages.
Create opportunities for local businesses to join in and maximise on the increased footfall - Have a positive impact on the local community through opportunities to join in via the procession, performance opportunities and mask wearing, and create ownership of the event.
Curated programme:
115 musicians
16 bands
18 street perfomers
45% of performers identify as female.
55% of musicians local to Cumbria
25% of performers from non white Britsh backgrounds
Highlights
Arrived
Having travelled from Barcelona and Vilnius, Adrian and Jurate captured the hearts of the people of Penrith. Appearing to be lost in the middle of the event, Adrian and Jurate turned their childlike curiosity towards whatever appeared in front of them, be it chips, horses or glowing lanterns! Leaving behind a trail of chaos and orange chalk, the pair bring an air of innocence and intrigue to whatever they cross paths with.
Chi Mo Lion
The Chi Mo Lion came from Master Tang and the Chi Mo Martial Arts Centre in Manchester. A traditional dancing Chinese Lion, the Chi Mo Martial Arts Centre did not disappoint! Accompanied by traditional music, the lion leaps and prances for it’s audience, making small work of any objects it encounters.
Drover's Cup
The AST Drover’s Cup took place on King Street in the middle of the afternoon. This year saw the highest ever number of Drover’s Cup participants with 7 teams; The Cornthwaite Group, The Fire Fighter’s Charity, The Idol, The Lancaster Group for Boys and Girls, Penrith Mountain Rescue, The Chamber of Trade and Commerce and The Penrith Superlatives. The Drover’s Cup has become a tradition of the Droving and was sorely missed during the pandemic years. The cup is a series of competitions, designed to test the participants strength, speed, resilience, accuracy and self-deprecation. The winner of the Drover’s Cup achieves the much-coveted title of ‘rural champions’.
In the press
Workshops
Mask Making
Eden Arts worked with Alex Jakob Whitworth on a commission to deliver mask making workshops to children and young people from the local area in the weeks running up to the Droving. Alex ran a full day session in Yanwath School, where over 90 children aged 7-11 engaged in learning about the Droving and created animal masks using different layers and textures which they could wear to the event the following week. This was followed up with a similar session which took place in Penrith Library during half term. The library were offering food packages and support to families over the school holidays and had a massive 67 children and 40 adults attend the session with Alex. On the day of the Droving, Alex could be found in a stall on King Street, by the designated Children’s Area, working with event attendees to make their masks. In total, Alex worked with approximately 400 people on mask making!
Circus Skills
Eden Arts worked with Matrix Circus to create a children’s area on King Street where the younger visitors to the event could spend some time working with the Matrix Circus people on learning circus skills. The area was busy all day, only emptying when the circus performers packed up their bags and moved into the town centre to perform a fire show for the ever-increasing crowd.
"Fabulous day as usual... Penrith really embraces and appreciates the Winter Droving. There is something for everyone and it's on all day into the night. The procession is phenomenal 😁"
Age
The Winter droving aims to be a festival for all ages. Of the 164 people surveyed, the largest age group were people between 50-59 who made up 30% of the audience.
How would you rate the Winter Droving?
When asked how likely they would be to recommend the Winter Droving to a friend or family member, 81.7% of the respondents stated that they would be extremely likely.
Ethnicity
Of the 164 audience members who were surveyed, 151 identified as White: English/Welsh/Scottish/Northern Irish/British, 3 as White: Any other White background, 4 Prefer not to say, 2 White: Irish, 1 Mixed/multiple ethnic groups: White and Black Caribbean and 2 Any other White background
There where 114 torch carriers and over 150 members of the public involved in the procession in total.
Main motivation for attending event
How many miles did you travel to the event.
55.5% were from within 25 miles of Penrith with 28.7% of that number being from within 5 miles of the town centre.
How would you rate the quality of the event
Local groups who took part
Market trader location
Enviroment impact
Eden Arts have an enviromental policy which all traders must adhere to.
This includes a ban on all single use plastic bags, single serving sauce sachets and polystyrene serve-ware.
Winter Droving promotional masks were made from bio-degradable materials such as felt and card rather than hard plastic.
Extinction Rebellion attended the event, running a print workshop on one of the market stalls and also performing as the Red Rebels.
Wherever possible, non-dated promotional materials were used, which can be reused year after year. We chose not to produce a printed programme due to environmental impacts; the programme was published online and on social media for people to download instead.
Economic impact
20,000 VISITORS
39 MILES TRAVELLED ON AVERAGE
£62 AVERAGE SPEND
£1.2 MILLION GENERATED FOR THE LOCAL ECONOMY
Funding
Public sector funders
Title sponsor
Partner sponsors
Partner sponsor and drover's cup
Lantern sponsors
Event sponsors
Fancy dress for dogs
Sponsorship
Sponsorship up 15% of the overall project funding, with a massive £14,800 in cash sponsorship.
Additionally, there were several companies who provided in-kind sponsorship and received support from penrith’s lions and rotary club as well.
Method statement
The audience responses and data were collected via an online survey and in person on the day of the event. We collected 164 responses.
In 2019 we used an app for measuring crowd density to get an approximate figure for overall attendance. The same calculations were used this year. Measured through https://www.mapchecking.com and http://www.gkstill.com
The average spend and the spending into local economy calculations are based on data collected in the survey and multiplied by the estimated audiences.
Join the Celebration: Support Winter Droving!
Contribute or volunteer to help us continue this quintessential Cumbrian tradition celebrating culture, arts, and rural life.