Arts and culture are facing a challenging funding climate, so the Festival team felt fortunate to be approached in 2024 by Attivo, an independent financial planner with offices in Darlington and nationwide that is keen to support arts in local communities. We caught up with Associate Director Tony Clark to discuss the synergy between Attivo and Swaledale Festival.
1. How did you first come across Swaledale Festival?
I’d seen it advertised for a few years and never looked that closely as I assumed that it wouldn’t really be my thing. Then, in 2023, I saw that Craig Ogden was playing at Grinton Church and that was an opportunity I was determined not to miss. It was only then, when I looked through the programme properly, that I realised what a range of fantastic artists and events I must have missed over the years. I’m an Associate Director at Attivo’s Darlington office and suggested sponsoring the Festival as a great opportunity to support something both local and exceptional.
2. Why is it important to Attivo to support Swaledale Festival and the arts?
Attivo’s sponsorship of the Festival reflects our commitment to supporting local communities. We specialise in bespoke lifestyle financial planning and believe that true wealth extends beyond financial security – it encompasses shared experiences, personal growth and giving back to society. The arts have a unique ability to inspire, educate and connect people, yet they can often be unreachable. By supporting initiatives like Swaledale Festival we help ensure that cultural events remain affordable and accessible, especially for those who may not have easy access to major cultural hubs. The Festival’s commitment to bringing performances into schools and care homes aligns perfectly with our values of enriching lives.
3. What do you think makes the Festival distinctive?
First, the incredible diversity of the programme which goes far beyond traditional music festivals. While it features a core of classical music concerts, it also embraces folk, brass bands, jazz, and worldwide music. The diverse programme includes poetry, film, dance, drama, comedy, workshops, masterclasses, exhibitions, family events, talks and guided walks – ensuring there’s something for every taste. Second, the remarkable venues - from charming village churches in the Dales to heritage sites such as Richmond’s Georgian Theatre Royal, and of course the spectacular geography of the unique Dales landscape.
4. What three words would you use to describe the Festival?!
Varied, accessible and high quality!
5. What role do you think arts and culture play in building stronger communities?
They become a focal point, bringing people together and creating shared experiences that strengthen community bonds. Festivals like Swaledale spark conversation, excitement and a sense of belonging, not only during the events but in the anticipation and reflection that follow. They attract visitors who are welcomed into the area with obvious economic benefits. Attivo recognises that cultural enrichment is a vital part of a thriving society, and we're proud to support events that contribute to this.
6. What are you particularly looking forward to in this year’s programme?
It has to be Royal Northern Sinfonia which promises to be an amazing event at The Garden Rooms at Tennants in Leyburn - the Festival's largest venue with seating for 600+ guests.
7. What do you think makes the Dales a special place?
The people and the beauty of the place. I am lucky to hike and jog a lot in the area and every person offers a hello and a smile. The beauty comes in so many forms.... whether it’s the green of the Dales, the flowing rivers, the staggering view of those famous dry stone walls or the ruggedness of the old mining areas with their moon-like landscapes. I haven’t even touched on the pubs, restaurants and cafes all over the area! My top tip has to be “slow down”; live in the here and now and just soak it all up. You’ll have the time of your life no matter where you stay in the Dales.
8. What advice would you give to other businesses considering sponsorship?
Talk! Start with a conversation to understand the needs of the Festival and what your business is looking to achieve. Sponsorship isn’t just about financial support—it’s about building a meaningful partnership. Through our discussions, we’ve discovered valuable synergies that allow us to contribute in more ways than just funding, while also gaining benefits from being associated with such an incredible event. By supporting it, we not only strengthen community ties but also connect with attendees who may benefit from our services, creating a partnership that is both meaningful and rewarding.
Read Attivo's sponsorship announcement