Image: Yvette Livesey, Elevate Chief Executive Max Steinberg (centre) and design guru Peter Saville unveil the new Pennine Lancashire brand.

Elevate has unveiled an important feature of Anthony Wilson’s legacy: a ‘Pennine Lancashire’ brand, set to give East Lancashire a vibrant new image.

More than 100 guests watched as a flag bearing the stunning green, red and blue emblem was hoisted into the sky for the first time.

It was a dramatic and fitting tribute to the music mogul and regeneration champion, who died last month, and his partner Yvette Livesey, who together produced a ground-breakingreport for Elevate three years ago. ‘Dreaming of Pennine Lancashire’ spoke of ushering in a new era for East Lancashire’s former mill towns by using sport and culture to improve the area’s image and benefit the economy.

The creative pair continued to work with Elevate – which to date has attracted £167 million of government funding to revitalise Pennine Lancashire’s failing housing markets -to turn the dream into a reality.

At yesterday’s event, Elevate Chief Executive Max Steinberg told guests how Livesey Wilson Associates’ ideas, including a fashion-based tourist attraction, a football theme park, designer allotment sheds and a series of themed, linked public squares were being developed (see below for details).

Mr Steinberg said: “Anthony was a larger-than-life character and when we asked him for a ‘big idea’ to help us regenerate an area that desperately needed it, we got more than we bargained for – a whole host of transformational projects.

“Today is our chance to salute him for the amazing work that he did for Pennine Lancashire along with his partner Yvette Livesey.

“Anthony is very much missed by us all, but the vision he created is now starting to be realised. The Pennine Lancashire brand and the projects we have heard about today are part of his legacy, and I am pleased to announce that we are continuing to work with Livesey Wilson Associates, in the person of Yvette Livesey, to realise the dream of a Pennine Lancashire where people want to live, work and spend time.

”The new brand will now form the spearhead of our campaign to raise the profile and improve the image of Pennine Lancashire outside the area, to attract visitors and encourage house-buyers and business investors.”

Yvette Livesey said: “Pennine Lancashire was Anthony’s passion for the past three years and mine too. I know the area well, having grown up here, and I believe fervently in its potential. I am determined to continue to work to make sure this extraordinary region takes it rightful place among other world class areas.”

Pennine Lancashire projects

Weave

Internationally recognised brand expert Ralph Ardill has taken forward LWA’s fashion tower concept and developed plans for Weave – an extraordinary place where business, leisure, culture and education will come together. A complex of disused cotton mills in the Weavers’ Triangle area of Burnley will offer gallery space, a café and restaurant, commercial workspaces, an exciting mix of fashion and lifestyle shopping, entertainment, and a glassed-in rooftop bar with panoramic views. Ralph Ardill led the development of the world renowned Guinness Storehouse brand centre inDublin–Ireland’s number one visitor attraction – and believes Weave will put Pennine Lancashire on the world map.

GOAL

A feasibility study is under way into developing an iconic building nearBlackburninto an interactive football-themed visitor attraction. It will use virtual reality and motion sensory technology to give a match day experience, with a health spa on site.

Sound Investment

A costed solution and management proposal have been developed to make PA and light systems available to pubs and clubs across Pennine Lancashire, and a private investor is involved. This will encourage creative use of traditional entertainment spaces and improve the quality of nightlife, attracting a wider mix of people.

Adrenaline Gateway

Public sector bodies in Rossendale are supporting plans to develop a playground for lifestyle sports to attract a growing band of outdoor enthusiasts. This will bring health improvements and the potential for a £15m boost to the local economy through sports tourism.

Chic Sheds

A pilot project is being developed in Hyndburn in conjunction with revolutionary architects FAT to develop beautifully designed affordable sheds for the modern age. This goes beyond gardening and will encourage families and communities to grow their own food and think more about diet – a serious issue in an area where women are dying on average eight years earlier than they were 50 years ago.

Pennine Lancashire Squared

An international design competition will take place to develop a series of magical, inspirational public spaces – or squares – across six Pennine Lancashire towns. Elevate and local authorities are working with experts from the Commission for Architecture and the Built Environment (CABE) and the Royal Institute of British Architecture (RIBA). Within a decade, art and architecture students from across the globe will come to the area to study these spaces.

Ends

Notes to Editors

Elevate is one of the Government’s Housing market renewal pathfinders charged with finding innovative solutions to the problem of low demand and housing market failure in towns across Pennine Lancashire. A major part of the programme focuses on improving the quality and diversity of the housing stock.

Elevate is working with public and private sector partners – including the local authorities of Blackburn with Darwen, Burnley, Hyndburn, Pendle and Rossendale – to improve economic prosperity, the environment, community safety, cohesion, educational attainment and health to make Pennine Lancashire a place where people choose to live, work, visit and relax.

For more information about Elevate please seewww.elevate-eastlancs.co.ukor contact Rachael Farricker on 01254 304568.