Andersonstown TCMS & Kennedy Centre

 

Context

Based in West Belfast, the Kennedy Centre is home to over 45 stores and services, ranging from fashion and beauty to entertainment and dining. They are a community-based shopping centre which profiles a community group on mall every week be that music, sport, schools, or charity. The Kennedy Centre is proud to play a central role at the heart of their community.

Andersonstown Traditional and Contemporary Music School (ATCMS) was established in 1991 by musicians and members of the local community to teach traditional Irish instruments and repertoire for the benefit of the whole community. Today the music school offers a wide range of music classes in both traditional and contemporary music, as well as training and accreditations.

 

Challenge

As detailed in their Corporate Social Responsibility strategy, Kennedy Centre wishes to build their Community Engagement, demonstrating their commitment to, and intrinsic support for, community arts initiatives. They have worked with ATCMS over a number of years on an ad hoc basis, and would like to formalise the relationship, enabling both partners to benefit from each other.

The centre also wishes to drive footfall, especially amongst a demographic who may not currently be Kennedy Centre shoppers. The majority of current consumers are from West Belfast, ATCMS have a wider demographic working right across Greater Belfast. Music has wide appeal and ATCMS initiatives will help to both animate the mall and enhance the image of the centre.

 

“For more than 10 years, the Kennedy Centre have kindly allowed us to use space occasionally in their Mall to run ad hoc fundraising / promotional events. We are delighted to formalise our partnership with Kennedy Centre in the form of a dedicated unit which will provide an opportunity for us to deliver classes, raise our profile within the community and to generate additional income. The unit provides us with the facilities and project base to engage with a larger audience/participant client base which ultimately will help us to achieve longer term sustainability of our organisation. We are excited to deepen our relationship with the centre and would like to sincerely thank John and team and Arts & Business NI for their vital support.”

Thomas (Maxi) McElroy, Manager, Andersonstown Traditional and Contemporary Music School

Solution

ATCMS have taken over the lease of an empty upstairs unit in Kennedy Centre. They intend to use the unit as a multi-purpose space, delivering music classes and rehearsal space for Drums, Keyboards, Saxophone, Concertina, Tin Whistle, Guitar, Fiddle, Accordion, Ukulele, and Harp.

They also plan to facilitate workshops, taster sessions, song-circles, parent/children’s activities for the wider community. In partnership with the Kennedy Centre, ATCMS will deliver performances on the mall, during Festival and promotional events and collaborative projects with other Kennedy Centre tenants including cafés, restaurants, and other retail outlets.

The partners intend to encourage all employees working at the Centre to take the opportunity to partake in classes in the new unit and are developing a discount scheme exclusively for Centre staff.

Results

Kennedy Centre and Andersonstown Traditional and Contemporary Music School are just embarking on this new partnership.

  • The partners are energised and excited about the potential of enhanced community engagement, increased footfall beyond current demographic and animation of the shopping centre.

  • The partnership also represents an exciting opportunity for meaningful staff/tenant engagement.

  • Both partners will benefit from increased profile via integrated promotional and marketing campaign which will showcase the partnership and Kennedy Centre brand on digital platforms including websites, Twitter, social media and on printed ATCMS materials.

“For more than 10 years, the Kennedy Centre have kindly allowed us to use space occasionally in their Mall to run ad hoc fundraising / promotional events. We are delighted to formalise our partnership with Kennedy Centre in the form of a dedicated unit which will provide an opportunity for us to deliver classes, raise our profile within the community and to generate additional income. The unit provides us with the facilities and project base to engage with a larger audience/participant client base which ultimately will help us to achieve longer term sustainability of our organisation. We are excited to deepen our relationship with the centre and would like to sincerely thank John and team and Arts & Business NI for their vital support.”

Thomas (Maxi) McElroy, Manager, Andersonstown Traditional and Contemporary Music School