Village volunteers take centre stage in new Warwick research project

A major new national study led by the University of Warwick is set to uncover the true economic and wellbeing impact of the thousands of volunteers who bring theatre, music, dance, and comedy to village halls and rural communities across England.

Rural touring is known to reach more than 300,000 people each year and generate over £1 million in ticket sales, yet the full picture of the contributions made by volunteers in off-the-beaten-track village halls and community centres has not previously been measured.

Now, researchers at Warwick have partnered with the National Rural Touring Forum, supported by Arts Council England, to find out how the work of this unseen cultural volunteer workforce strengthens rural economies, supports small businesses, reduces isolation, and enriches personal wellbeing.

Dr Vishalakshi Roy, Associate Professor in Creative Industries at the University of Warwick, said: “Behind every local show is a dedicated team of volunteers committed to keeping their community thriving. Rural touring is a vital and much-loved part of our local cultural life, but the hugely positive impacts of cultural participation on wellbeing, as well as the significant boost to local economies, are often overlooked. Our research project will provide clear evidence to national and regional policymakers of the economic and wellbeing impact made by rural touring, and help to strengthen the case for sustained investment.”

Over the next year, the study will ask volunteers to take part in a national survey, helping to build the most comprehensive evidence to date of how rural culture contributes to financial resilience and community life.

Abigail Reeve, Director, National Rural Touring Forum said: “This is a crucial piece of work which focuses on the legions of people who work tirelessly to bring culture to rural areas. We are excited to partner with the University of Warwick and highlight this community of volunteers who work wonders yet often don’t get the credit they deserve.”

Paul Kaynes, Senior Manager, Touring, Arts Council England, commented that “This new research shines a light on the crucial impact rural touring has on community wellbeing and local economies, and on the volunteers who make it all possible. Arts Council England is proud to support this work, alongside our own ongoing investment in rural touring, to ensure outstanding cultural experiences reach communities across the country.”

ENDS

Notes to Editors

Dr Vishalakshi Roy, Associate Professor in Creative Industries at the University of Warwick, is available for interview about the launch of this new research.

For more information please contact:

Ann Baylis, Media and Communications Officer

ann.baylis@warwick.ac.uk | 07425 722087

National Rural Touring Forum: Dickie press@nrtf.org.uk | 07706166787

Image

Little Pigs production by Likely Story Theatre Company - credit Betina Skovbro

Funding

This research project has been supported by Arts Council England and Research England (UKRI).

About the University of Warwick

Founded in 1965, the University of Warwick is a world-leading institution known for its commitment to era-defining innovation across research and education. A connected ecosystem of staff, students and alumni, the University fosters transformative learning, interdisciplinary collaboration and bold industry partnerships across state-of-the-art facilities in the UK and global satellite hubs. Here, spirited thinkers push boundaries, experiment and challenge convention to create a better world.

About the National Rural Touring Forum

National Rural Touring Forum (NRTF) networks, develops and supports the ecosystem that delivers high-quality creative experiences across communities and rural areas in the UK. The aim of the NRTF is to strengthen and support rural populations to bring professional work to their venues.