Struggling Ceramica could be scrapped

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Friday, November 21, 2008
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This is Staffordshire

A £2 MILLION millennium project could be shelved just five years after it opened because of dwindling visitor numbers.

A report to Stoke-on-Trent City Council has recommended taking over the Ceramica building, in Burslem town centre, and turning it into a completely new attraction.

The suggestion comes as the site, in Market Place, is attracting fewer than 45 visitors a day and costing the city almost £150,000 a year to run.

When the Ceramica project was first conceived, there were wild predictions that it would bring up to 100,000 visitors and tourists to Burslem each year.

But The Sentinel obtained figures under the Freedom of Information Act which show it attracted just 11,237 visits during 2006/07, which was down by 764 – or six per cent – on the previous year.

The data also revealed that the city council gave the Ceramica Trust, which runs the museum, £146,500 in funding last year, up from £130,000 in 2006/07.

Concerned at the mounting cost of keeping Ceramica going, the council and the North Staffordshire Regeneration Partnership (NSRP) commissioned an independent study to look at options for its future.

Construction and management consultants, Turner & Townsend, completed its study in September and has now put forward its recommendations.

These include persuading the NSRP to invest in Ceramica to create a new kind of visitor attraction which will kick-start the regeneration of the town centre.

The report will be discussed by the council's transformation and resources overview and scrutiny committee on Wednesday.

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  • Profile image for This is Staffordshire

    by Jill D., Smallthorne

    Friday, November 28 2008, 3:29PM

    “I found Ceramica on You Tube.
    Type in ceramica on search.

    Very impressed with what we saw., so we paid it a visit.

    Ceramica is housed in the Old Town Hall, a little gem that Burslem should be proud of .”

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    by Emma Mather, Barlaston

    Wednesday, November 26 2008, 4:25PM

    “The staff at Ceramica work extremely hard to promote and develop the attraction on a non existant budget! They have links with many schools in the area and are a valuable resource to many teachers! The children of stoke on trent deserve to learn about their heritage in a creative and educational environment. Ceramica is this environment.”

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    by David Machin, Burslem

    Sunday, November 23 2008, 11:51PM

    “You people at the Sentinel always seem to put a photograph of the building that everyone loves to hate. Come on, if you had done your homework you would know that the Ceramica attraction is NOT THE GLASS BUILDING. Try looking up and follow where the golden angel is The Old Town Hall.

    Very disappointed that Sam Planks focal radio station was not allowed to rent the glass building. It would have been good for Burslem and Ceramica.

    I think it is great for people to pass comment on these things but can you ask them one question have they ever been inside and visited the Ceramica attraction (Old Town Hall building) I know some families that have and have always heard them say how much they enjoyed their visit and how surprised they were of what goes on inside.

    Come on Ceramica invite Radio Stoke/The Sentinel to see what goes on. They might with direction turn up at the right building.

    I¿m a tax payer and voted NO in your poll. Burslem has not got a lot so don¿t take away what little it has.”

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    by DH, Tunstall

    Sunday, November 23 2008, 8:35PM

    “The CERAMICA project has been a worthy one despite all the protests - its management team have seen to that. The dedicated few who run the site on a shoestring and yet have received several awards and accolades are testament to it. The education facilities provided in the Old Town Hall building are second to none and it is right and proper that a pottery town as famous as Burslem should have a working museum worthy of its past - especially as all traces of these historic names have now virtually disappeared. During its brief life the project has suffered from a number of drawbacks, the biggest of which is the glass & steel monstrosity which replaced the bandstand. I thought at the time that this should never have been built and I am even more convinced today. As a Millennium Project this was a folly on a grand scale and an insult to the town and the city. It could not even be built on time and was finally opened three years late. What a joke! I fail to see what purpose it ever could fulfil. It blocks the view of a magnificent historical building and continues to confuse 90% of the population whenever it is referred to as CERAMICA. It is NOT Ceramica and never will be. Someone in authority has got to be brave and decide enough is enough. It needs demolishing now and there will be no shortage of volunteers! Only then will people see that Burslem is indeed at the centre of a Regeneration Programme. A listed building such as the Town Hall is not ideal for a project like Ceramica, but with support and adequate backing life can be breathed back into it again. People on the outside need to be aware of what awaits them on the inside. It needs publicity. Views of the inside could be portrayed on the windows for passersby and visitors to see. It worked in Venice when the Doges Palace was being restored - the scaffolding was covered in sheeting which portrayed the inside. A recent visit to Eaton Square in London saw a similar sight with the scaffolding covered by an artist's impression of the soon-to-be-refurbished outside of the buildings.
    Free-standing signage could be prominently sited if the "listed" status prevents anything being fixed to the building itself. There would be plenty of room for this once the glass folly has been removed. The cleared area could also be used as a sculpture park - the Doulton statue could be resited here along with the long-overdue statue of Arnold Bennett (perhaps even looking towards Waterloo Road, where he used to live?), and one of Josiah Wedgwood commemorating his connection with the town's past.
    Come on; let's do something positive for Burslem for a change. Let us show the outside world we are not afraid to face up to past mistakes and let's breathe some life back into the town, starting with Ceramica.
    Perhaps the City Council could really be radical and innovative and send out half-price vouchers for Ceramica with next year's Council Tax bills, then at least some of its critics will at least have been afforded a chance to go and actually see the project that they're always confusing and moaning about. Let's be rid of the jokes about the prow of the Titanic and the Emperor's New Clothes. Stoke-on-Trent, and Burslem in particular, deserves more than this.”

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    by kie, burslem

    Sunday, November 23 2008, 8:22PM

    “May i please be the one to advice you that ceramica is the grand lady of the old town hall.
    Not the glass monster that sits in her shadow.
    Ceramica (old town hall),
    attracts many shools, and visitors from all over the world. How many people who knock Ceramica (old town hall).
    Have taken the time to step inside ??? You have got it in one, not many. Take your heads out of the sand, look up at the golden angel,who sits on the top of the OLD TOWN HALL. And say "what the heck..I'll give it a visit, and then pass comment".”

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