Pillar 1: Cultural Action Areas

Analysis of the latest round of funding cuts suggests that there is a need to raise a minimum of around £2 million per annum to allow the sector to stabilise, and more funds are needed to reach further out and support additional community causes.

Building on an initial concept developed by Culture Central and the West Midlands Growth Company, we recommend initiating a new ‘Shared Fund for Culture’. This would be an innovative and collaborative funding mechanism for culture that would offer support to the 50+ organisations that are currently being impacted from major funding cuts, spanning local community groups to national institutions.

This collaborative funding mechanism would be built in partnership with Culture Central, its member organisations, and private sector partners. It would secure financial contributions and offer corporate supporters benefits ranging across credits for ESG, branding rights, and social impact opportunities, while ensuring funds are distributed equitably so that corporate funding isn’t just concentrated around a few standout cultural brands.

Contributions from funders could see a return in terms of ticket inventory (free tickets tiered across different levels of contribution), funded corporate experiences, and direct involvement in community programmes. It would be positioned as a scalable, sustainable solution ensuring Birmingham’s cultural sector thrives, benefiting the economy and communities. Those sectors that are showing particularly strong financial success in the city (e.g. property or FinTech) would be early targets for the fund.

In addition to this, important work is ongoing to release funding through place-based strategies and other external funding sources including public sector bodies and a devolution-powered single settlement for the region. There is also a proposed regional endowment for culture, set out in the recent West Midlands Growth Enquiry. As cultural support and policy is increasingly devolved to our region, we recommend that this Framework is pro-actively used to shape this work towards a new funding settlement.

Action 1.1

Unlocking investment in culture and the wider creative economy Alongside the online survey, we held a number of workshops with young people and organisations representing diverse communities.

In parallel to a corporate fund outlined above we are proposing the exploration of an innovative philanthropy platform that offers a fresh and sustainable way to support cultural organisations in Birmingham, by leveraging small (even tiny) but regular contributions.

The concept is built on affordable, accessible donations made by those who support or enjoy the arts, and could be readily built around existing ‘friends of’ schemes. Instead of relying solely on large, infrequent contributions, the platform allows individuals to contribute small amounts consistently, creating a ‘subscription to culture’. For example, donors could subscribe to contribute £1-£5 per month, providing steady, predictable support for Birmingham’s cultural institutions. This transforms cultural philanthropy into something as accessible as a streaming subscription, embedding support for the arts into everyday life.

To further increase participation, the platform could integrate a ‘round-up’ or ‘top-up’ feature into digital transactions across Birmingham. For instance, when individuals pay for coffee, tickets, or meals at participating outlets they could round up their payment to the nearest pound, with the extra pence going directly to cultural organisations. These micro-transactions could be painless yet powerful, cumulatively creating substantial support for arts and culture. Partnerships with local businesses and payment systems would enable seamless implementation, fostering a sense of collective, city-wide investment in Birmingham’s cultural ecosystem.

The platform could even incorporate gami†fication features such as milestones, collective impact tracking, and ‘culture supporter’ badges, encouraging consistent participation and rewarding commitment through scheme benefits.

The fund would be constructed in such a way that it did not inadvertently erode existing levels of corporate support for arts institutions in the city.

Action 1.2

Micro-philanthropy for the arts

A proposed Accommodation Bid would add a small charge—such as £1-£2 per night—to hotel and accommodation bookings. This minimal fee, often unnoticeable to tourists, would cumulatively raise millions annually (such as the £3 million raised in Manchester, see case study above).

It is hoped that a proportion of these new funds would be allocated to cultural purposes, although competing needs and demands will need to be balanced by the Accommodation BID as they seek to devise a simple and fair approach to fund distribution.

The cultural imperative with these funds is based on existing strong global examples. Birmingham needs to be inspired by these successful models in cities like Manchester, Liverpool, New York, and Austin; a modest fee on overnight stays could generate significant funds for cultural investment, directly supporting the creative sector that makes Birmingham a vibrant destination.

Importantly, this levy aligns with modern trends. Many visitors value purpose-driven experiences and are more likely to support cities that invest in cultural enrichment and inclusivity. A levy transparently dedicated to sustaining venues, galleries, theatres, festivals, and creative community initiatives would resonate with their values and the framing (and marketing) of the scheme would be a critical factor in its success.

To maximise impact, funds could be allocated to both large institutions and grassroots cultural organisations, ensuring equity across the sector – aligned with the Shared Fund for Culture that we’ve proposed above. It could also complement other innovative approaches, such as micro-donations or transaction top-ups. By supporting the creative ecosystem, this levy would help attract international events, safeguard jobs and ensure Birmingham continues to thrive as a cultural hub.

Ultimately, such a visitor levy would be a forward-thinking, low-impact mechanism to reinvest tourism-generated revenue into the very arts and culture that draw people to Birmingham. By doing so, the city strengthens its reputation as a dynamic destination while fostering sustainable growth for its creative sector.