Name of organisation and trustees

LTB Showrooms

Alan Denyer - founder / head trustee (community/ building / marketing)

Craig Shanley - trustee (music / exhibitions)

Toni Peach - trustee (curation / artist liaison / community outreach)

What type of organisation have you been to date?

LTB has been an informal organisation to date, operating as a not for profit managed by Alan Denyer, the founder - a local businessman & community champion.

The ‘core team’ has consisted of several like - minded individuals who have donated their time & experience to make things happen.

The ‘Litten Tree’ pub - where we’d originally based LTB, in previously derilect upper floor rooms, ceased trading in Feb’23 - necessitating our negotiation of a short term lease with landlords (Coventry City Council) who offered a peppercorn rent, and assisted with the securing of 100% business rates exemption, allowing us to continue our activity and also expand into the ground floor (ex-pub) space.

Re-opening in May 23, the organisation formalised - with a dedicated bank account and documented articles of association / terms of reference / policies / procedures. LTB is responsible for all operating expenses - including premises licensing fees, BID levy, P/L insurance, fire risk assessments, and electricity contracts.

The Team were required to fix several problems left by the pub - who had removed fire doors, 50m of safety ballustrading, ground floor toilets, and left electrics inoperable.

Progress to become a charity

Application submitted to The Charities Commision 22/3/24.

Formal CIO charity status granted 3/6/24.

[Registered Charity Number: 1208535]

Background to organisation.. how it came about, how long has it been operating, what’s been done in the past, how many people are engaged?

Born of a frustration with Coventrys (almost non - existant) grassroots culture scene, the organisation came into being circa Feb 2017 following an offer of 12 month (free) use of an ex newspaper works prior to redevelopment as a hotel.

The facility (we called it ‘CETPOPUP’) quickly became a vibrant community arts hub - with a core offer of free display, exhibition & events space giving much needed opportunity to local grassroots practitioners. The ‘model’ ; quirkily curated spaces, staffed by volunteers, open daily and free for the public to access - also proved very popular with visitors and played a part in the city’s successful bid to become 2021 City of Culture (the judges visited twice).

Following on from this (and several pop up events) in Sept 2019 the team approached a local volunteer-run library (Earlsdon Carnegie Community Library - a CIO) with an idea for transforming the interior so as to encourage community culture use and grassroots arts engagement. The proposal included redesigned front of house facilities, a new multi functional events/community room, enhancements in aesthetics (e. quirky Edwardian themed re-decoration, period styled furniture, re-styled bookcases) plus digital stage/wash lighting, blackout blinds, a projection screen, projector and a small PA system. The team supplied the design, know-how, project/ budget management - and supplied their time free, (140 man hours = c. £35k in-kind value) to complete the re-fit, with the library contributing £10k for materials/third party services.

The public loved the new-look - visitor numbers increased significantly and the Library have been able to programme cultural events for the community not possible before.

The original intention with the Library project had been for the team to programme pop-up events - however COVID rendered the space off limits during 2020, and, with Coventry’s year as City of Culture fast approaching, the team began a search for a dedicated (City Centre) premises to reprise the successful CETPOPUP model, again, with a view to showcasing grassroots culture - by the people, for the people.

Following a chance introduction, part-derelict spaces above a pub were identified, and transformed thanks to a small £10k interest free loan from LTB founder Alan Denyer to cover expenditure on materials and services (roof repair, new electrics, lighting, fire detection / fire doors) with an informal agreement secured with the pub for free use during City of Culture year in exchange for the f.o.c remedial works completed by the LTB volunteer team.

‘LTB’ (shortform for Litten Tree Building) opened in Aug 2021 following relaxation of lockdown - and immediately became a success, with both practitioners and the visiting public alike loving the quirky curation, and innovative use of space.

LTB continued to grow in popularity during 2021/22 with daily 12-4 opening attracting over 20,000 visitors, with 600+ practitioners gifted free display and/or exhibition opportunity.

LTB also introduced a vibrant programme of special culture showcasing events and community workshops - which further increased in number and scope following the addition of the large downstairs ex-pub space after the pub closed in Feb 2023.

‘During our time at the Litten Tree, there were typically 3 or 4 people involved in day to day running - with LTB acknowledged as the hub of community arts in the Coventry, valued by both arts & non-arts communities, across all backgrounds/genders/age’.

LTB_Showrooms:

Facebook Reach (typical 180 days) = 142k users

[Jan’24-Aug’24]

LTB also regularly attracted visitors - and collaborators - from outside of the local area, particularly Birmingham (which has a similarly fragmented grassroots culture offering), Rugby and Leamington.

Why it makes a difference and is needed – impact on artists? 

At LTB, we feel we’ve an original approach that gets alot done, without the normal overheads. We’ve also carefully positioned the set up so as to appeal very broadly - with a very welcoming low fi/diy ethic specifically created to appeal to people who think ‘arts and culture isn’t for me’ - and this approach has been really successful in engaging new audiences across a broad spectrum of backgrounds.

What we do isn’t really catered for elsewhere - in Coventry there are very few publicly accessible spaces allowing free showcasing of grassroots arts. Our activity promotes cross-community interaction, civic pride, positivity and mental wellbeing - and we welcome both the visiting public and practitioners alike, in a safe-space that feels like the community owns it - and this makes a big difference in the city.

I work with vulnerable SEN students who struggle with life skills - volunteer placements at LTB really help young people connect and feel part of something bigger.

[Ryan Every - Social Worker, Coventry City Council]

We’ve also seen first hand how arts engagement can have a hugely beneficial role in creating connection and belonging within the community - helping individuals come to terms with physical disability, isolation, lack of confidence and adverse mental health - and many of our ‘successes’ are people who feel their lives have been transformed by LTB.

Following a medical procedure that went wrong I had to give up my teaching job and spent months feeling depressed and lonely. Volunteering at LTB gave me lots of new confidence, and helped me re-connect with people.

[Becca Callaghan, 32]

We engage with many other local arts / community / mental health / wellbeing organisations within the city - and collaborate regularly with initiatives promoting positivity.

Since opening, we estimate more than 1500 creative practitioner’s have benefited from the gifting of exhibition space, performance/showcasing opportunities at events, or have participated in workshops.

Since opening, we’ve hosted c. 400 events and had more than 15000 people visit the space and / or attend events per annum.

How has it been sustained?

In the main, we’ve made the LTB model sustainable by seeking out mutually beneficial ‘trades’ and partnerships - in its simplest form LTB is an inspiring free-use space that encourages the community to reciprocate by adding their ‘content’ (skills/experience/exhibits) into the mix, for free.

More specifically, it’s about;

1) People - being able to tap into a motivated volunteer pool, finding the right people, keeping it fun, collaborating with other people who can help us add value (practitioners, event organisers, workshop leaders, content creators etc), to provide something for public benefit

2) Product - focus in on what engages people, don’t do boring. Keep the content ‘fresh’, mix of arts, music, community, heritage - and most of all, use the drama of the building to inspire conversations and help people make new connections

3) Process - keep things simple, be agile, learn quickly, try new things out, be open - keep focussed on our core values / the LTB ‘manifesto’.

Financially, we’ve minimised cost overheads whilst at same time increasing our expertise in provision of hospitality (we now have reliable, strong income from in-house bar sales at our events - which are seen as great value by our audiences - supplemented by ad hoc pwyc/pwyf room/space use donations from larger, funded, organisations).

Why you need to move?

We need a new premises as the LTB building closed in January, with demolition due soon as part of the City Centre South redevelopment scheme.

We have a temporary arrangement with Coventry University Student Union giving us occasional use of the Priory Visitor Centre until their lease expires in July - and we will shortly be submitting an expression of interest to the landlords (Coventry City Council) that includes a proposal to take on occupation of the building with a new 3.5 year min term.

Some ‘trial’ events have already taken place - including a community arts exhibition ( ‘flux’ ), with live music performed by local acts on the opening night, attended by over 200 people (4/4/25).

There are many thousands of local people who gained positive benefit from LTB having a physical space - and continuity of tenure is critical.

What are your plans for the Priory Visitor Centre (‘PVC’)?

The glittering prize with the Priory Visitor Centre building is to have a longer term base after years of temporary pop-ups - with the key objective being to secure a good quality, manageable, distinctive building - in a characterful city centre location, with low operating costs.

The ground floor (approx 140m2) is operable as both a community meeting place, and gallery/events space - with a small bar/cafe, disabled toilets, pop-up stage, large projection screen, PA system, digital stage lighting. The upstairs first floor level (60m2) would be another gallery/community space, with disability access via the upper door (external ramp links ground floor and first floor levels). A large enclosed garden (100m2) offers additional possibilities as a communal ‘greenspace’ garden feature, ideal for the hosting of occasional events.

Our plan for the associated ‘Undercroft’ (approx 120m2 two storey basement, located 20 seconds walk from PVC - with lift and stair access from ground level) is to supplement the space with a fifteen metre wide digital gallery HD projection facility, complete with seating and surround sound pa/lighting. This would allow for programming of vibrant film/image content showcasing community art, documentaries, history, music etc.

Previous LTB opening hours would be replicated at the new site, ie. 12-4 daily - 7 days a week, with the timetable supplemented by our vibrant events programme. Additional use outside of public opening times (eg. rehearsals/private group sessions) facilitated by key safe access.

PVC is a key location within Coventrys ‘Cathedral Quarter’ - however the areas around the building have suffered historically from anti social behaviour. It’s our belief that an occupation by LTB will bring proactive custodianship, vibrancy and community into the mix - and quickly improve the situation.

We’ve considerable skills when it comes to re-imagining spaces; devising sustainable strategies for re-use and encouraging footfall - however the building (and associated Undercroft spaces) have historically been underutilised, with a very low recognition level from people in the city. We will change this, with a positive regeneration narrative - leveraging our marketing reach and expertise in creating authentic engagement.

How will the building use be revenue sustainable?

A min 3.5 year lease is important as it secures a rent-free future for LTB - with charitable (CIO) status minimising potential business rates liability (80% mandatory reliefs). Revenues will continue to be led by c. £40k pa bar sales (net margin c. 50%), where we now have almost 12 months trading experience (LTB secured its own premises license In April 2023, following the closure of the pub, and began trading when the venue re-opened in May 2023) - and we judge this to be sustainable, being driven, as it is, by our innovative events programme, where we have 5 years+ experience .

What impact do you envisage? How many people engaged, effect on local arts…?

A new - longer term home will safeguard this important community asset for use not just now, but (potential, subject to negotiation) as a legacy for future generations. Coventry has one of the largest percentages of young people, yet our universities have some of the lowest retention (ie. stay in the local area after study) statistics - in our view this has historically been partly down to a lack of a local culture scene with compelling physical spaces outside of the campus environment where connection and belonging can take root. We also see Black and Asian minorities in the City often under-represented, or having low visibility in the cultural mix - and we’ve a passion for not only seeking out and giving opportunity to young people, but also bringing different communities together who might traditionally have few connections with each other.

Footfall at LTB is 30k+ during the final 3 years, (24/25 c. 13k) with social media also growing strongly (over 6000 insta & facebook followers) however we’ve always been under constant threat of closure - and without a stable situation it’s a challenge getting a consistent message across to potentual audiences who maybe are’nt quite inquisitive enough to visit (‘LTB - hasn’t that closed?’).

The LTB ‘Gen Z’ and ‘Scrap Couture’ exhibition / fashion events were brilliant fun to be involved in - makes me proud to be from Cov!

[Naomi Reid - 22. Cov Uni/Bham BCU fine art / MA student]

Both local grassroots arts and the visitor economy had a significant boost in 2017/2018 with CETPOPUP - and whilst some momentum was lost during the almost 3 year hiatus following closure (co-inciding with COVID) - for many, this will have been offset by anticipation of City of Culture.

General consensus however is that COC didn’t deliver much meaningful legacy - with LTB one of the few positives to emerge from the post COCTrust collapse.

The LTB @ PVC initiative has potential to give Coventrys cultural offer a huge vote of confidence at a time when Arts funding generally is facing an uncertain future.

We aim to build on our success to date - and believe our collaborative, inclusive approach is something new.

The Team has a proven track record in the delivery of quality grassroots arts engagement - generating positivity and wellbeing in the community - and this longer term home for LTB will provide a physical legacy, playing a significant part in Coventrys cultural regeneration.

LTB impact:

[snapshot: Aug/Sept ‘24] :-

How may visitors do you get?

Approx 30 general public visitors per day during general opening hours (12-4, daily) @30 days x 12 months = 10,800 pa.

plus, attendees to LTB programmed events, typically, evenings, 8 per month, av. 60 per event = c. 5,040 pa.

Some examples of what they are – maybe a sample month?

(Events & activities hosted/ delivered since 1/8/24:- )

Monthly Fire & dust poetry / spoken word night c. 40 audience (w/ 15 performers)

Sly & family drone jazz / noise improv (gig) : c. 50 attendees

Video filming - local band : 5 persons

C5 - ‘shop smart/ save money’ filming (local production company) : team of 10

Full fat Dj workshop : c. 10 attendees

Bristol alternative market (35 stalls/c. 1,500 attendees)

Mirror Mirror & support (gig/local band): c. 50 attendees

Dhcv (local hardcore gig night): c. 100 attendees

Living with buildings #6 - evening of short film screenings hosted by Adam Steiner : 20 audience

Pressure Drop - local Dj showcase: c. 150 attendees

horizon - local Dj night: 40 attendees

War memorial skate ramp refurb fundraiser ( 4 local bands / rap artist): c. 130 audience

Septic & tanks plus support (local bands showcase incl. arts displays): 50 attendees

Seed bomb workshop (plant making): 10 attendees

Joy Festival holistic festival (workshops / talks/ local music acts): c. 100 attendees

Restless Movement arts exhibition opening preview night: c. 50 attendees

So Far.. arts exhibition opening preview night (David Troughton): c. 80 attendees

The enemy within - ‘84 miners strike photo exhibition opening

Cartel collective presents.. Ravi Kulkani / reign / Lucas Evans (musician showcase): c. 60 audience

Michael & support (London /local bands): c. 60 audience

Underbelly presents .. day/night festival (bands/improv/performance art/djs): c. 100 attendees

Heritage Open Days (with local history themed displays/film content/projected media): c. 300 visitors during the 2 weekends.

How many artists/practitioners involved?

approx 230 since 1/8/24

(c. 800 pa)

Rough turnover of sales

Total turnover since May’23 = £80k

Anything else that you can think of that would help make the case..

The ‘drop in’ makers sessions /crafting table area at LTB continues to be popular with visitors/practitioners - we supply some materials, and provide informal guidance / support c/o our volunteers.

Online engagement continues to grow.. eg. 150k organic ‘reach’ over last 3 months.

Our LTB events programme listings page gets 30-50 visits per day.

We estimate c. 10% of visitors / event attendees are first time visitors to the city - and leave with a very positive impression.

Increasingly we work with creatives (ie. artists /practitioners/organisers/promoters ) who are ‘returners’ - disaffected by lack of scene/opportunity - now encouraged to relocate and bring skills back to Coventry.

Many local visitors state they feel the city centre ‘had no appeal’ - but LTB has changed perceptions.

We are having huge success engaging and motivating diverse young audiences - in particular the LGBTQ+ community who have a lot to say creatively - and who see Coventry as ‘local’ even tho they travel from the wider region (eg. Birmingham /Leicester / Rugby).

Facebook:

https://www.facebook.com/ltbshowrooms

Instagram:

LTB SHOWROOMS

Web:

ltbshowrooms.com

Google Business:

LTB SHOWROOMS

Tripadvisor:

LTB SHOWROOMS