Wonderful to see that 20 cities have thrown their hat into the ring to be crowned UK City of Culture 2025. It will be fascinating to see which make the shortlist in October.

I was the Fundraising Director for Coventry’s Bid from 2014 through to victory (2017) – and on to 2019, when I left for pastures new (the wonderful Swim England)

I will never forget hosting 100+ sponsors at our city’s Belgrade Theatre on the night of the announcement, whilst the wonderful bid presenters (pictured) waited to hear the outcome in Hull. That moment – when we all heard Coventry announced (over a slight lag) – will live forever in the memories of those who were there. But what advice for the bidding 20?

Most will not have the luxury of Coventry’s 3 years lead time: Covid has made some question the future of the programme and it has certainly made it tricky for cities to prepare bids, as a rounded proposal requires partnerships and a timetable of major events.

Nevertheless, 20 cities have put themselves forward – and even for those that are not short-listed the journey will have benefits. But what would set a bidding city out from its rivals?

If I were in charge of a bid, I’d replicate some of Coventry’s efforts: Like university buy-in to measure impact, and seconded staff, senior Combined Authority, Chamber and council support and buy-in from NPO and grass roots heritage, arts and community groups.

Whilst partnership is vital – with key players around the table, ensuring all feel equally valued is a challenge – but it’s also essential for a winning bid. It’s hard to plan a programme, measure anticipated income, plan a visitor strategy, without experienced folk in these areas.

In terms of what I would do differently? I’d work on a “bottom-up model”. Encourage local groups and individuals to put forward a raft of projects for inclusion in the bid. Commit to delivering against these programme ideas and thereby avoid the risk of the delivery model having no real relationship to the bid plans.

That doesn’t mean be parochial or short-sighted. Invite groups to put forward plans that:

• involve local partners
• bring in national and international players
• can happen with or without City of Culture branding, but which are expandable if you win the title
• fit around the themes of your bid – that may be heritage, youth, diversity: But don’t make it prescriptive and open your mind to idease from others.
• have a quota of local artist and corporate reinvestment

Listen to the judges too: One project I’d have loved to have seen in Coventry (and which fits well with all Phil Redmond has said lately) would ask people “when did your Coventry story begin? I went to schools with a couple of third-generation Cov kids, but most were of Irish, Scots or black or Asian origin.

It might also be shrewd to invite your local arts groups to create projects which respond directly and in a targeted fashion to the judges’ call out.

I wish the bidding cities well – and even if culture is not for you, or the work of the central charity fails to excite in 2025, the public realm, the profile and the inward investment will ensure one city is in for an unforgettable trip!

Whilst the team at Mogan and Mogan continues to help Cathedrals, hospitals, home-starts and arts groups, we still welcome City of Culture calls and happily offer free advice. It would be a shame if the tactics in Coventry that brought so many donors to the arts were not shared.