Introduction
A Beacon for the Arts is a collective of creative organisations, which promises to be a beacon of creativity, linking the arts with the natural environment and enhancing community wellbeing. With partners all over the North York Moors National Park, we want to promote this to potential visitors to the area that may otherwise be unaware of what we have to offer.
Researchers have found that creativity has as great an influence on a person’s wellbeing and happiness as sociodemographic factors like age and health.*
Therefore, it is important that we make the opportunity available to visitors and locals alike to improve wellbeing.
The information provided here will help you promote our partnership, providing you with understanding and resources. Please keep checking this page throughout the year to keep up with the latest updates from the team.
Examples of some of our previous festivals and events...
A Beacon for the Arts Spring Festival 2025
2025 was the partnership's first series of events, which took place throughout April. 53 events took place across the National Park, with over 900 people engaging. Events include anything from workshops, exhibitions, family activities, plus larger scale events such as supporting 3-minute arts Mini Arts Festival.
Key campaign objectives
- Raise awareness of the North York Moors National Park and surrounding area as a Cultural Hub
- Increase awareness online of the partnership through promotional content
- Highlight the range of events occurring to appeal to a wider audience
- Drive attendance to events
- Promote booking events to boost attendance
- Push visits to our webpage: northyorkmoors.org.uk/beaconforthearts
Key messages
August and November are our Summer and Autumn Series of events – please focus on promoting these.
Promote upcoming events and post booking/information links. Use terminology such as “Don’t miss what’s on this season” to create a sense of urgency.
Highlight to visitors that these events focus on emotion and experience. Use terminology such as “Moments you’ll remember start where creativity meets the landscape.” This is especially effective to visitors to the North York Moors who want to make memories.
Most of our events are family friendly, so please highlight this where possible.
Target market
UK-wide visiting families & day-trippers
Families travelling across the UK who are looking for enjoyable, easy-to-plan days out. They value activities that entertain both children and adults, offer good value, and can be combined with food, shopping, or exploring the local area. They are often influenced by seasonal events, recommendations and social media when deciding where to visit.
UK-wide arts & culture seekers (Gen X & Millennials)
Adults across the UK with an interest in arts, culture and live experiences. They are drawn to high-quality, unique, or thought-provoking events and are willing to travel for something memorable. They value cultural experiences as part of their lifestyle, often planning trips around events, festivals, or creative programming.
Activity breakdown and timeline
Summer and Autumn series 2026. View programme details including dates and events.
How can your business get involved?
Drive visitors to our website
Help promote upcoming events and seasonal series and encourage your audience to explore what’s on via the Beacon for the Arts webpage. Weblinks are especially effective through Instagram Stories.
Focus on shared themes
Align your content with themes that resonate with both your audience and ours (e.g. family days out, arts experiences, seasonal festivals).
Use our ResourceSpace folder
Access ready-made assets (using password Beacon4Arts), including imagery and content, to help you create engaging posts quickly and consistently. If you have any issues, please email arts@northyorkmoors.org.uk
Please credit the photographers where stated. When you click on the image to download, you’ll see ‘Resource details’, please make note of the ‘Credit requirement’.
Post regularly and tag us
Consistent posting helps build momentum (remember to tag us so we can amplify your content). Our Instagram account is @BeaconForTheArts and include hashtags such as:
- #BeaconForTheArts
- #ArtsAndCulture
- #NorthYorkMoorsNationalPark
You can also invite us as a collaborator.
During our seasonal series of events, you could:
- Promote your venue to artists to host creative workshops/activities - we can help with this through the partnership.
- Promote offers linked to the seasonal series.
How could this benefit your business?
Promoting the Beacon for the Arts series offers a powerful opportunity for local businesses to increase footfall and customer engagement. Events attract a broader and more diverse audience, drawing visitors into the area who may not otherwise have come. By aligning with, and actively promoting the programme, businesses can benefit from increased visibility, higher visitor numbers, and extended dwell time, as attendees are more likely to explore, shop, eat and spend time locally before and after events.
Longer dwell time typically leads to increased spend per visitor, greater brand exposure, and stronger connections between businesses and new customers. Collaborative promotion - through in-store signage, social media, special offers, and cross-marketing - helps create a vibrant, joined-up visitor experience that encourages people to stay longer and return.
By supporting and amplifying Beacon for the Arts, businesses not only contribute to a thriving cultural offer but also directly benefit from the economic uplift it generates.
For more information, email arts@northyorkmoors.org.uk
*Anglia Ruskin study shows arts and crafts boost mental wellbeing - BBC News