Councillors are being asked to give the go-ahead to a name – The Apex – which reflects both the shape and aspirations of the multi-purpose venue being built in Charter Square, Bury St Edmunds.
The Apex – it means the high point of achievement, climax or top of a triangle – is being put forward for the Cabinet, and then Full Council, to consider on 29 July following an extensive process which involved establishing a vision for the venue's future and hundreds of name suggestions.
Cllr Sara Mildmay-White, Chairman of the Public Venue Working Party, said:
"Interest and excitement has been growing since the arc opened as people have seen the quality of the new building and begun to understand just what this venue can bring to the area. It will complement beautifully the other venues in town by bringing a whole new dimension to the arts and entertainment scene while its flexible features will also ensure it provides a superb base for business uses."
St Edmundsbury brought in expertise from creative consultants Poulsen Selleck to help define the vision and set up a structured way of judging around 650 name suggestions. In-depth interviews were held with stakeholders, including amenity groups, other venues, partners, potential hirers and users. Members of the St Edmundsbury Youth Forum put forward names and helped to develop the vision at a workshop with other stakeholders, and a focus group representing a cross-section of the community was also involved in the naming process.
Cllr Lynsey Alexander, working party Vice Chairman added:
"Our thanks go to all the people who have helped us get this far – it's been a tremendous effort by all concerned and I hope councillors will agree this is a fantastic name for a venue that I am sure is set to become a cultural high point."
The tower at the front of the venue has a triangular top to it, and the soaring roof inside also suggests the shape of an apex. But it's not just the physical shape which lends itself to the name – The Apex represents an aspiration for high quality and peak performance as well. The venue's vision, thanks to the help of the wide range of stakeholders along the way, pins down its role by stating it "will contribute to the future prosperity and wellbeing of our area by delivering a vibrant, contemporary venue offering a range of cultural and commercial opportunities to create memorable experiences for the residents of, and visitors to, West Suffolk".
Cllr Alexander said:
"We want audiences to come back time and time again to the Apex because a visit, no matter what the event, should be so memorable that people will want to repeat their experience. The same applies to those who will be using it for business purposes – the facilities will be top quality and flexible for a wide range of uses so we can attract a wide range of commercial hirers as well."
During summer 2010 there will be a range of events as the venue is brought up to full operational capacity, such as concerts to test the acoustics, upgrades for Corn Exchange events and other activities. St Edmundsbury is also taking bookings now for external events for the autumn calendar (from September 2010). And later this month the borough council hopes to announce the name of the new Venues Director, who will be responsible both for the Athenaeum and the new venue.
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Issued by Marianne Hulland, Communications Manager, St Edmundsbury Borough Council. Phone: 01284 757034/07958 470501 Email: marianne.hulland@stedsbc.gov.uk
