Prestigious International Award for NE1's Screen on the Green
Newcastle NE1 has received a prestigious international award for its much-loved NE1 Screen on the Green activities at Old Eldon Square, Newcastle.
The Washington D.C. based International Downtown Association, a global network of city-centre placemaking experts, awarded NE1 an excellence prize for urban place management. The prize recognised NE1’s event development and design, as well as its success in transforming Old Eldon Square from a hotspot for antisocial behaviour into a welcoming destination for families, young people, and visitors of all ages through the six-week school holidays.
The award ceremony was held in Washington D.C. on Thursday, 25 September, although the team could not be there in person to collect it. NE1 was commended for its resourceful and creative response to the challenges at Old Eldon Square, with NE1’s Screen on the Green praised as an exemplar of how creative placemaking can bring new life into city spaces and change their use.
Since 2015, NE1’s Screen on the Green has transformed Old Eldon Square into a destination for free family fun throughout the six-week school holidays, and this year attracted over 110,000 visitors forming one of NE1’s most popular events.
Central to the pop-up activities is the large, open-air screen, which broadcasts over 100 free movies throughout the school holidays, combined with live coverage of major sporting events including Wimbledon, Formula 1 and the Tour de France. For the first time this year, the screen remained in place until September to show the BBC’s coverage of the Great North Run.
Alongside the large outdoor screen, NE1 has designed interactive play elements to complement the free films. These activities provide free, fun activities for families, visitors, and workers in the city, increasing footfall, supporting city centre businesses, and encouraging people to stay longer and return more often.
All four quadrants of Old Eldon Square have been brought to life. Last year, NE1 introduced Tiny Toon, a miniature play village with replica Newcastle businesses and iconic landmarks for children to immerse themselves in imaginative play.
The IDA award recognised summer 2024, when sculptural artist Pippa Hale’s art installation Play Rebellion offered another free outdoor activity in the form of an interactive play sculpture. Children could construct, tunnel, imagine and create using 16 one-metre-high foam building blocks in a variety of shapes and colours.
This is the second award NE1 has won for its Screen on the Green activities this year, in June the work on Old Eldon Square was crowned Best Event by the Association of Town and City Management (ATCM) recognising its success, particularly the introduction of Tiny Toon.
NE1 works closely with several local businesses to deliver the Screen on the Green activities. Smart Outdoors have worked with NE1 for many years, providing the large screen at Old Eldon Square. EVNT Inspirations brought Tiny Toon from concept to reality – designing and fabricating the miniature cityscape that children love to explore.
Rachel Fenwick, Head of Marketing and Events at NE1 Ltd, said: “We are incredibly proud to have won this award and to see Screen on the Green receiving international recognition. The event has helped transform Old Eldon Square into a vibrant, welcoming space that reflects the energy of Newcastle and gives people more reasons to visit during the summer.
“It’s a huge honour for us to have won the award, and it reinforces our commitment to continually develop our events and find new ways to animate the city.
“At NE1, events are at the heart of what we do; they attract hundreds of thousands of visitors each year, drive footfall, and enhance Newcastle’s appeal as a place to live, work, play and visit. Screen on the Green is a perfect example of how we tailor these events and experiences to specific locations, helping us to spotlight different parts of the city.”
In awarding the prize, David Downey, IDA President and CEO said, “NE1 has demonstrated skilful application of urban place management. NE1 Screen on the Green should serve as a framework for all member communities within IDA.”
In addition to winning the prize, NE1’s Screen on the Green will be displayed at the National Building Museum in the City Action Hall in Washington, D.C., as part of the exhibition, Coming Together. Coming Together explores the lessons learned and opportunities embraced in the wake of the COVID-19 pandemic. After a period of adapting and reshaping, cities across the country are coming to terms with lasting changes in work, housing, mobility, entertainment and recreation.
