Humber Business Week has provided the perfect platform to mount a clear call for collaboration when it comes to championing the region, helping bring investment, jobs and people to the Energy Estuary.
With Bondholder organisation Future Humber launching its latest tool to help attract and retain talent, the importance of a single story - to be shared by many - was made as delegates leafed through the Your Move glossy brochure, also available online.
And a place marketing expert was brought back to his roots to explain why he thought it was vital to the large audience of business leaders and public sector representatives, rubbing shoulders in an area that has struggled to define itself and navigate towards any desired devolution.
Read more: Humber Business Week highlights previewed from a packed programme
John Till, founding director of ThinkingPlace, returned to Hull where he studied at university, having also led City Image for seven years, helping to establish the initial Bondholders organisation.
Describing a feeling of incredible privilege to be invited to lead such a high-profile event, he said: 鈥淚 spent the weekend walking around the banks of the Humber, and from 15 or 16 years ago I couldn鈥檛 believe the transformation. I can see it and feel it in this part of the world, which will always have a special place in my heart. Now it is about thinking differently and developing a shared view about this special place so in collaboration we can better tell this story.
鈥淥ver recent years place has been the dominant agenda in every factor of life. Places really are experiencing the perfect storm and we鈥檝e got to think about how we respond to this. There is only one place, and having a one story approach massively important, a shared forward-looking story.
鈥淪elling the critical mass of the place is vital. You don鈥檛 have to lose the identity of places within it in promoting the Humber, but the emphasis has to be on unity. It is what government and what the private sector wants to see before they invest.
鈥淭he Humber is in a fantastic position compared to many. You have a fantastic geography dripping with assets, I urge you to connect and collaborate even more. Most places would cut their right arm off for what is in the Humber. Make the most of it.鈥
The week鈥檚 opening event was held at the MKM Stadium, with Mr Till joined by Tim Shaw, KCom chief executive, Jane Stafford, Hull University Student Union chief executive, cultural activist Charlotte Bowen and lead for culture and regeneration in North East Lincolnshire James Trowsdale, who was previously involved in Hull鈥檚 City of Culture.
Mr Shaw underlined the huge potential in digital, tech, decarbonisation and renewables, with the leading broadband connectivity ensuring the area has a critical advantage, while Ms Bowen, founder and creative director of The Culture House in Grimsby, told how Hull鈥檚 2017 success - running through to the end of 2020 - had a major ripple effect as she felt attitudes turn.
鈥淚n the past there has been a lack of political will,鈥 she said, having returned from London keen to lift aspiration through the arts and beyond. 鈥淲e saw with certain decision makers how Hull City of Culture and Freedom Festival has done us a favour, because politicians can see what鈥檚 happening and see the impact. There has been more appetite since these bigger projects, on a basic level saying 鈥榗an we have some of that in our town?鈥 It has been recognised that culture can be of value when telling stories of place, and there are so many stories to tell, historical and about the future.
鈥淭here is a contribution to raising pride levels, and it is important for people to recognise we are an intelligent place, home to lots of innovation.鈥
Mr Trowsdale added that 鈥渂eing part of the national conversation and being seen as a place where culture happened鈥 was vital.
鈥淲e need to bring together the digital agenda and the renewables agenda and what that means in a cultural context,鈥 he said.
Projekt Renewables, the green industry exploratorium planned for the world鈥檚 largest offshore wind operations and maintenance hub, is seen as key to that, and was showcased as part of the event.
Future Humber chair Bill Walker, announcing it was his last year on the steering group for as it was time for "fresh and bright young talent" having been involved amost since the start, presented outgoing chair Kath Lavery with a bouquet of flowers in recognition of her 14 years of work too. "Who would have thought a politician would have led a dynamic business team for so long so well," he quipped, describing her as a "really wonderful chair". Rollits director Pat Coyle will succeed her.
He also explained the thinking behind the recent rebrand of what was Marketing Humber, with the board strengthening.
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