Our creative vision
Launching our new Creative Vision
This is a significant moment in the Trust’s ongoing strategic review.
We have an ambitious new vision for the future. It is an energetic and connected vision in which we play a key role with UK and International cultural life.
Our creativity will bring people together transforming lives and communities through Shakespeare.
Shakespeare & Stratford-upon-Avon
Stratford-upon-Avon was Shakespeare’s town, his community and his home. The story of Shakespeare in Stratford speaks to something creative in all of us; it’s a place of inspiration and shared history.
There’s a story here that only we can tell and it’s about origins, place and a world changing, transformative creative spark.
What this means?
- Supporting Stratford’s creative economy by collaborating with partners and co-creating dispersed exhibitions and experiences with community partners.
- Celebrating and securing funding for our local collections and archives
- Benefiting from international exchange, recognising our diverse audiences, communities and collections as an asset.
A Creative Purpose
We bring everyone together through Shakespeare to experience and spark conversations around his work, life and times today.
We are the home of Shakespeare for the world.
A Strategic Direction
We are reaching out to our future as a globally connected museum of Shakespeare.
We will organise our transformation around a clear, well-articulated 5-year strategy, focussed on the contemporary understanding and delivery of our charitable objectives.
Our creative content will be mirrored by an aligned, sustainable capital programme.
At heart, the mission is simple:
What we do – we lead the enjoyment, appreciation & understanding of Shakespeare’s work, life and times across the world
How we do it – harness our collections, research & learning and our unique place in Stratford-upon-Avon
Why we do it – to bring people together through Shakespeare today
Crucially, our properties, learning, collections, conservation and research is integral to all we do in sharing Shakespeare’s legacies and beginnings.
Our Creative Identity
All our spaces should feel rich with extraordinary storytelling, meaning and memory-making which connects and confronts audiences with Shakespeare’s works.
We’ll harness our collections and expertise to spark creative collaborations, new partnerships and new modes of physical & innovative digital delivery which are also geared around commercial success.
We will be delivering some of the best Shakespeare-related teaching and learning experiences anywhere in the world whilst better supporting, evidencing and funding our programmes to ensure the quality and impact of what we do.
What we look like in 3 years
We are functioning as a globally connected museum with reach and influence.
We have a well articulated, published strategic vision with Shakespearean creativity at the heart of everything we do.
We’re accountable for the quality and impact of our work.
We’ve reset our capital strategy and have made purposeful investments in our future.
We’re economically sustainable having rescaled the organisation to be more efficient, more effective and more focussed around our unique opportunity.