A key appointment has been made to strengthen Liverpool City Region’s ambitions to grow its culture and visitor economy offer over the next five years.

The Liverpool City Region Combined Authority has reached an agreement with Liverpool City Council to share the Director of Culture role, meaning Claire McColgan CBE will now support and develop the culture and visitor economy across the wider region.

Claire – a key figure in transforming Liverpool’s cultural landscape over the past three decades –  will become the region’s first Associate Director of Culture, seconded part time to the Combined Authority, developing plans and focusing on national and international promotion of the destination. Claire will continue to oversee the work of the award-winning Culture Liverpool team.

A new events and content strategy will be driven by Claire in partnership with teams and organisations across the city region, with some exciting announcements already planned for next year.

The appointment follows the creation of the Local Visitor Economy Partnership (LVEP) – a nationally recognised Board headed up by ex-BBC Director General Lord Tony Hall CBE, which will position the region as one of Europe’s most innovative and exciting destination.The aim of LVEP is to support the growth of the region’s £5bn-a-year visitor economy, which currently employs around 51,000 people. The organisation is supported by all local authorities in the City Region.

Steve Rotheram, Mayor of the Liverpool City Region, said:

“This is a key appointment for the Liverpool City Region.  We are known the world over for our unique cultural and creative industries and for our pioneering approach.  It’s great to have one of the city region’s well-known and respected cultural leaders spearheading our thriving sector, now across the whole city region, and making the very best of the rich and diverse creative offer we have for both international and UK visitors.

“As Lord Mayor during our Capital of Culture year in 2008, I have seen first-hand what a catalyst music, culture, the arts, festivals, and creative events can be for growth and attracting visitors.  The economic impact is huge and greatly enhances the lives of visitors and residents alike. Claire’s appointment will ensure we continue to keep the Liverpool City Region’s visitor economy’s culture thriving and even more vibrant for the future”.

Leader of Liverpool City Council, Councillor Liam Robinson, said:

“This new approach brings with it huge opportunities. Claire is internationally renowned for her transformational role in Liverpool and over the past couple of decades, this city has thrived on her creativity – whether that’s groundbreaking events such as our European Capital of Culture year, the Giants or Eurovision, right though to championing and developing our cultural organisations along with our cruise, film and Halls offer.

“Expanding Claire’s portfolio to incorporate the City Region will take us all to the next level – all the different areas have incredible component parts, that will be brought together in one place which means we are best placed to exploit exciting opportunities and solidify Liverpool City Region’s powerhouse status.”

Associate Director of Culture for the Liverpool City Region Combined Authority, Claire McColgan CBE said:

“Over the last 20 years, Liverpool has become one of the must-visit destinations in Europe, and our residents love and understand the benefits culture can bring whether they take part in it or simply enjoy the memories it makes.

“When I was asked to lead on participation for the European Capital of Culture bid in 2001, I would never have thought that nearly 25 years later the city would have grown to be the incredible cultural powerhouse. It has achieved this by consistently supporting the cultural sector – so you have a year-long brilliant offer, and alongside that, curate and create events that inspire millions, taking creative risks and always wanting to do better. Culture has been the rocket fuel for this city’s regeneration, and the City Council has nurtured the team that made this happen and believed in what it could achieve.

“That is why I am really excited about taking on a wider role across the region. I have seen what has been achieved in Liverpool, so imagine what we can do when you add in the incredible landscapes and people of the Liverpool City Region.  It’s the chance to create new stories and profile different areas and the potential is huge – I can’t wait to start.”