NE1's Screen on the Green Wins Big for Newcastle
Newcastle NE1 has received a national award for its NE1 Screen on the Green activities at Old Eldon Square, Newcastle, taking home the prize for ‘Best Event’.
The Towns and City Management Industry (TCMI) award was presented by the Association of Town and City Management (ATCM) in recognition of the event’s success, particularly the new Tiny Toon miniature play village installation, which was introduced last year.
The award was presented to NE1’s Screen on the Green for demonstrating how creative placemaking can breathe new life into city spaces and change their use.
Screen on the Green has transformed Old Eldon Square from a well-known hotspot for antisocial behaviour into a destination for families and young people through the six-week summer holidays, attracting over 95,000 visitors last summer.
Screen on the Green, the open-air movie experience, has been a staple of NE1’s summertime schedule for nine years and is one of the company’s most popular events. The programme is designed to provide free, fun activities for families, visitors, and workers in the city, while increasing footfall and supporting city centre businesses.
Now boasting over 100 free movies screened throughout the six-week summer holidays, combined with live coverage of major sporting events including Wimbledon and the Tour de France, Screen on the Green is the cornerstone of NE1 activities in Old Eldon Square. Alongside the large outdoor screen, NE1 has designed other interactive play elements to complement the free films, filling the space with activities to attract people of all ages, to encourage them to stay longer in the city and to keep coming back.
Last year, NE1 introduced Tiny Toon, a miniature play village with replica Newcastle businesses and iconic Newcastle landmarks for children to immerse themselves in imaginative pretend play, all with a Newcastle city theme. Designed and built by local firms EVNT Inspirations and MCW Design, Tiny Toon was created in partnership with local businesses including Eldon Square, Olive & Bean, My Delhi, Theatre Royal, and headline sponsor Nexus. The installation and the other Screen on the Green summertime activities have been credited with transforming the square into a lively, interactive hub that reflects the city's character.
Stephen Patterson, Chief Executive of NE1 Ltd, said; “We are proud to have won the prestigious ‘Best Event’ category for Screen on the Green, this is a huge accolade and a resounding acknowledgement of the hard work and vision of our events team. ACTM is a respected voice for town and city management at both a European and wider global level, and this award helps cement our position among some of the best BIDs in the UK.
“At NE1 we place a great emphasis on our events calendar and the hundreds of thousands of visitors it attracts to the city each year. Events are one of the key pillars of our Business Plan, and are crucial for driving footfall, adding vibrancy and building attractiveness for the city. As demonstrated by Screen on the Green, we tailor our events to specific locations, allowing us to showcase different areas of the city throughout the year.”
Rachel Fenwick, Head of Marketing and Events at NE1, said: “We are incredibly proud of this award and the national recognition it brings, as it highlights what we have achieved in the city for the people of Newcastle and visitors. Over 100 free movies through the summer, alongside free, fun activities for all the family, which transform the space into a play destination for six weeks.
“Tiny Toon was the newest element in the square for 2024 and was inspired by my little boy, who loves immersive pretend play. I wanted to capture that spirit of imagination and use it to celebrate Newcastle, its character, culture and community. From the Tyne Bridge to the local theatres and, of course, the iconic Metro, Tiny Toon helps young children fall in love with their hometown in miniature form.”
In presenting the award for Best Event, the judges described Screen on the Green as an exemplar for other cities in the use of creativity and ingenuity to design an open-air play space for visitors of all ages.
Commenting on the award, Ojay McDonald, CEO of the Association of Town and City Management said: “Newcastle NE1 won because 'Screen on the Green' not only offers 100 free films and live sporting events over 9 weeks, it is a way of supporting businesses and drives footfall by delivering an unforgettable experience for families, workers and visitors to Newcastle City Centre. The event also activated a 'no-go' area of the city centre, which was renowned for high levels of anti-social behaviour and was unwelcoming to families.
“The well-named 'Tiny Toon' play area has families visiting again and again over the summer months and is a great example of partnership working and how this attracts sponsorship.”
Details of all the events in NE1’s Summer in the City Schedule for this year can be found at www.getintonewcastle.co.uk.
