Eden Culture

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.

Winter drovingWinter droving

"The turnout was fantastic as it always is, I think the people of the area have grown to really love what become their droving."

Andrian LochheadEvent Director
A portrait of Adrian Lochhead, the event director.A portrait of Adrian Lochhead, the event director.

"We support the Winter Droving because it is a fantastic family friendly festival that shines a light on our town.

Stephen MacaulayPresident, Chamber of Trade
A portrait of Stephen Macaulay, the President, Chamber of Trade.A portrait of Stephen Macaulay, the President, Chamber of Trade.

"I was pleased to see diversity within the performances, the bhangra style entertainers went down well with the crowd."

Winter Droving Participant
A photo of a winter droving participant.A photo of a winter droving participant.

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.
A man playing saxophone.A man playing saxophone.

Curated programme:

115 musicians

Diddley Squat playing guitar at winter droving 2022Diddley Squat playing guitar at winter droving 2022
Rumbi Tauro singingRumbi Tauro singing
Paddy Rogan playing guitarPaddy Rogan playing guitar
Key Kendal singingKey Kendal singing
Georgina Gale playing guitarGeorgina Gale playing guitar

16 bands

The Spinning Blowfish playingThe Spinning Blowfish playing
Cumbri Gaita Band playingCumbri Gaita Band playing
Punjabi RootsPunjabi Roots
The Lakeland FiddlersThe Lakeland Fiddlers
Blast FurnessBlast Furness

18 street perfomers

Other HalfOther Half
Matrix CircusMatrix Circus
Felicity FootlooseFelicity Footloose
Able MableAble Mable
Darryl CarringtonDarryl Carrington

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.

Three people at the end of an alleyThree people at the end of an alley

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.

The Chi Mo Lion at the winter droving.The Chi Mo Lion at the winter droving.

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’.

People playing tug of war.People playing tug of war.

In the press

Press release saying "winter droving is back for 2022 on saturday 29th october"Press release saying "winter droving is back for 2022 on saturday 29th october"
Press release saying "in pictures: winter droving returns in style for 2022"Press release saying "in pictures: winter droving returns in style for 2022"
Press release saying "penrith winter droving festival 2022 back with a bang as 20,000 set to descend on town"Press release saying "penrith winter droving festival 2022 back with a bang as 20,000 set to descend on town"

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!

Children on the mask making workshop doing masksChildren on the mask making workshop doing masks

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.

Circus womam.Circus womam.
A person using a red mask at the winter drovingA person using a red mask at the winter droving
Audience Member

"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

The torch carriers at the winter droving.The torch carriers at the winter droving.

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

the wildlife trusts logothe wildlife trusts logo
vestmyr ulfar logovestmyr ulfar logo
extiction rebellion logoextiction rebellion logo
mountain rescue penrith logomountain rescue penrith logo
penrith players logopenrith players logo
rspb logorspb logo
the chamber of trade and commerce logothe chamber of trade and commerce logo
lancashire boys and girls clubs logolancashire boys and girls clubs logo
lions international logolions international logo
scouts 2nd penrith logoscouts 2nd penrith logo
penrith library logopenrith library logo
the firefighters trust logothe firefighters trust logo
scout logoscout logo
the idol logothe idol logo
the cornwaite group logothe cornwaite group logo
rotary club of penrith logorotary club of penrith logo

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.

A group wearing all red A group wearing all red

Economic impact

20,000 VISITORS

39 MILES TRAVELLED ON AVERAGE

People to winter drovingPeople to winter droving

£62 AVERAGE SPEND

£1.2 MILLION GENERATED FOR THE LOCAL ECONOMY

A man playing saxophone at winter drovingA man playing saxophone at winter droving

Funding

Public sector funders

pride in penrith lotter logopride in penrith lotter logo
eden district councileden district council
arts council england logoarts council england logo
penrith bid logopenrith bid logo

Title sponsor

leo group logoleo group logo

Partner sponsors

the idol logothe idol logo
penrith chamber of trade of commercepenrith chamber of trade of commerce

Partner sponsor and drover's cup

ast group logoast group logo
Strictly dental penrith and carlisleStrictly dental penrith and carlisle
Park foot holiday parkPark foot holiday park
Ullswater steamers logoUllswater steamers logo
Fell Pony AdventuresFell Pony Adventures
dodd and co logododd and co logo

Lantern sponsors

Therma Fleece british wool insulationTherma Fleece british wool insulation

Event sponsors

beacon fire protection logobeacon fire protection logo
logologo
t.j ewbank logot.j ewbank logo
genesis home logogenesis home logo
salsa logosalsa logo
waitings logowaitings logo
Foundry thirty four logoFoundry thirty four logo
Sainsburys logoSainsburys logo
Angel Lane logoAngel Lane logo

Fancy dress for dogs

vest 4 pets logovest 4 pets logo

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.

Let's chat!

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Winter Droving
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