Creative Arts East
Creative Arts East is a Norfolk-based arts charity delivering professional touring, cinema, and participatory programmes to rural and underserved communities across East Anglia and, via Rekindle Libraries, across England, funded primarily by Arts Council England and Youth Music grants.
- Company typePrivate
- Founded-
- HeadquartersNorwich, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Creative Arts East does
Creative Arts East is a Norfolk-based arts and community development charity (Registered Charity 1040321, Company Number 02960157) founded in 1994 and headquartered at Dragon Hall, Norwich. It operates as a National Portfolio Organisation (NPO) of Arts Council England, delivering professional arts programming to rural and underserved communities across Norfolk, Suffolk, and Cambridgeshire, with national reach through the Rekindle Libraries programme. The organisation works through a network of more than 100 voluntary community promoter groups to programme live performances, cinema screenings, and participatory workshops in village halls, libraries, pubs, and community centres.
Its core programmes include Rural & Community Touring (professional theatre, music, and spoken word), Community Cinema (a rolling film scheme for rural venues), Inn Crowd (live literature in pubs), Move/Shake (youth music-making and leadership), Rekindle Libraries (transforming library spaces into cultural venues), Creative Socials (workshops for people aged 50+), and the FLOCK Emerging Creatives Network (ages 18-25). The organisation supports over 450 events and reaches more than 18,000 people annually. In 2024, CAE launched a 10-Year Strategy targeting 3,000+ activities, 250,000 public interactions, and 300+ communities by 2034.
The business model is grant-funded with minimal earned revenue. Income derives primarily from Arts Council England NPO funding, Youth Music, Esmee Fairbairn Foundation, the National Lottery via BFI Film Audience Network, and local authorities including South Norfolk District Council. Ticketed income is distributed across many small events with ticket prices ranging from £4-£15, supplemented by Pay What You Can and free events. There are no proprietary technology platforms; operations rely on standard website, social media, email, and event ticketing tooling. Headcount stands at 22, up from 12 in mid-2020, reflecting post-COVID restructuring and programme scaling.
Creative Arts East firmographics
Firmographics- Name
- Creative Arts East
- Legal name
- Creative Arts East
- Website
- https://creativeartseast.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Creative Arts East is a Norfolk-based arts charity delivering professional touring, cinema, and participatory programmes to rural and underserved communities across East Anglia and, via Rekindle Libraries, across England, funded primarily by Arts Council England and Youth Music grants.
- Ownership category
- akta.pro rank
Creative Arts East industry classification
Industry- Product category
- Community Arts Services
- NAICS
- Performing Arts, Spectator Sports, and Related Industries (711), Other Performing Arts Companies (711190)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Arts Education & Community Arts Programs (BPAGAHAC)
- akta.pro secondary industries
- Cultural, Arts & Humanities Community Education (Museums/Arts Councils) (EDAAAFAD), Community & Amateur Theatre (MPAGABAD), Public Art, Arts Councils & Grantmaking Programs (BPAGAHAH)
Keywords
Where Creative Arts East is headquartered
LocationHeadquarters
- HQ city
- Norwich
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Creative Arts East business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Charitable Grants and Funding: As a registered charity (Number 1040321), Creative Arts East relies primarily on grant funding from Arts Council England (NPO funding), local authorities, Esmee Fairbairn, National Lottery Fund via BFI Film Audience Network, and Youth Music. Additional emergency funding has been received during COVID-19 from various sources.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Theatre performances - standard pricing |
| Unit Pricing | Pay-as-you-go | Cinema screenings - accessible pricing |
| Outcome Based/ Performance | Pay-as-you-go | Pay What You Can events |
| Freemium | Pay-as-you-go | Free community events |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Creative Arts East product offering
Product offeringCore offering
Creative Arts East is a Norfolk-based arts and community development charity that runs rural touring programmes bringing professional arts performances to rural communities across Norfolk, Suffolk, and Cambridgeshire. It operates a portfolio of community-focused arts programmes including community cinema screenings (such as the Nr2 Film Festival), live literature and poetry events in rural pubs (Inn Crowd), youth music projects (Move/Shake), library-based arts residencies (Rekindle Libraries), and creative programmes for older people (Creative Socials).
Product overview
Creative Arts East is a Norfolk-based arts and community development charity offering a portfolio of programmes rather than a unified software product. Its core offerings include Rural & Community Touring (bringing professional live performances to village halls and rural venues), Community Cinema (a rolling film screening scheme), and Inn Crowd (live literature performances in rural pubs). The organisation also runs dedicated youth programmes including Move/Shake (Youth Music-funded music-making and young promoter training), PEACH West Norfolk (Local Cultural Education Partnership), and FLOCK (emerging creatives network aged 18-25). Additional initiatives include Rekindle Libraries (transforming libraries into cultural spaces), Creative Socials for people aged 50+, and Afternoon Events series. These programmes collectively aim to improve access to arts, support health and wellbeing, and build creative skills in rural and underserved communities across Norfolk, Suffolk, and Cambridgeshire.
Differentiator
Problem solved
Functional benefit
Brands
- Rekindle Libraries: A nationally significant programme helping transform libraries into vibrant cultural spaces, running 2023-2026
- Move/Shake
- Inn Crowd
- Creative Socials
Products and services
- Rural Touring Programme A touring programme that brings professional arts performances (theatre, music, dance) into rural communities across Norfolk, Suffolk, and Cambridgeshire, delivered through partnerships with village halls and local venues for rural audiences who lack easy access to mainstream touring circuits.
- Community Cinema Screenings Community-based cinema screenings delivered in rural venues and partnership locations across East Anglia, including events such as the Nr2 Film Festival, providing accessible film programming to rural audiences who lack access to mainstream cinemas.
- Inn Crowd (Live Literature in Pubs) A live literature and spoken-word programme that places professional writers, poets, and performers in rural pub venues across East Anglia, combining cultural programming with support for rural pub businesses as community venues.
- Move / Shake Youth Music Programme A youth music programme funded by Youth Music that delivers music-making opportunities, workshops, and performances to children and young people across East Anglia, typically delivered in partnership with schools and community settings.
- Rekindle Libraries Programme A library-based arts residency programme delivered in partnership with public library services across East Anglia, placing professional artists in residence to create and deliver community arts activities within library settings.
- Creative Socials (Older People's Programme) A creative programme specifically designed for older people in rural communities, delivering participatory arts activities that address social isolation and provide creative engagement opportunities for older East Anglia residents.
Quantifiable outcome
- 450+ events and 18,000+ people reached annually
- +3 more outcomes
Companies that use Creative Arts East
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles2 records
Creative Arts East technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Creative Arts East partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- National Centre for Writing (NCW)coreCreative Arts East shares office space with the National Centre for Writing at Dragon Hall in Norwich. Both organisations collaborate on the Inn Crowd project and other regional arts initiatives. NCW provides accommodation support enabling CAE to maintain operations.
- National Rural Touring Forum (NRTF)corePartner in TAIL (Touring Arts in Libraries) national project led by NRTF and funded by Arts Council England. CAE is a member of NRTF and participates in sector development initiatives.
- Applause Rural TouringcorePartner in Inn Crowd project bringing spoken word and live literature to rural pubs. Applause leads the national Inn Crowd programme while CAE delivers in East Anglia. Also partner in Rekindle Libraries programme.
- Pub is The HubminorSupports the Inn Crowd project which brings live performance to rural pubs, reinforcing the pub as a community cultural hub.
- Libraries ConnectedcorePartner in Rekindle Libraries providing strategic support. CAE developed a Culture & Creativity Online Learning Module for Libraries Connected in 2020.
- Norfolk and Norwich FestivalcorePartner in PEACH West Norfolk Local Cultural Education Partnership. CAE established FLOCK Emerging Creatives Network commissioned by Norfolk and Norwich Festival.
- Black Country TouringcoreArts partner in Rekindle Libraries programme working with library services to deliver high-quality arts experiences in library settings.
- Farnham MaltingscoreArts partner in Rekindle Libraries programme. Also partner in Southeast consortium for Create Tour Connect national theatre touring project.
- Spot On LancashireminorPartner in TAIL (Touring Arts in Libraries) national project, sharing best practice across the library touring sector.
- Suffolk LibrariesminorStrategic support partner in Rekindle Libraries programme.
- Norfolk Library ServicecorePartner on Words of Welcome Poetry Exchange programme celebrating Norfolk's multiculturalism. Libraries host commissioned poems in multiple languages.
- Create Tour Connect (CTC)coreInnovative partnership project supporting commissioning, development and touring of new theatre across UK rural touring network. CAE is part of Southeast consortium with Applause and Farnham Maltings.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Creative Arts East competitors and assessment
Company assessmentOthers
- National Rural Touring Forum (NRTF): UK sector body supporting rural touring schemes including Creative Arts East. Comparable as the umbrella organisation in the same rural touring ecosystem, rather than a direct competitor.
Direct peers
- Applause Rural Touring: National rural touring network delivering live performance to community venues across England. Directly comparable as a rural touring operator and Inn Crowd partner of Creative Arts East.
- Take Art: Somerset-based rural arts charity running community touring, participatory programmes, and artist development. Closely comparable charity structure, rural touring focus, and mixed programme portfolio.
- Farnham Maltings: Surrey-based arts centre and rural/community touring operator, partner with Creative Arts East on Create Tour Connect and Rekindle Libraries. Closely comparable scale and rural touring focus.
- Live Theatre: Newcastle-based new writing theatre company with active rural touring circuit for small-scale work. Comparable as a touring producing theatre that reaches rural venues through promoters similar to CAE's network.
- Black Country Touring: West Midlands rural arts touring charity bringing professional performance to village halls and community venues. Directly comparable rural touring model and Rekindle Libraries co-partner.
- Artsreach: Dorset-based rural touring scheme bringing live performance and cinema to village halls across the county. Directly comparable rural touring and community cinema model.
- Rural Arts: North Yorkshire rural arts charity delivering touring performances and participatory programmes to underserved communities. Comparable scale, model, and rural community arts remit.
- Spot On Lancashire: Lancashire rural touring network delivering live performance to community venues. Directly comparable rural touring structure and TAIL/Rekindle partner of Creative Arts East.
Regional players
- Norfolk & Norwich Festival: Norfolk's flagship arts festival and partner of Creative Arts East on PEACH and FLOCK. Comparable regional arts organisation in the same geography, but with a festival model rather than year-round community touring.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Creative Arts East social profiles
Digital presenceCreative Arts East financial estimates
Financial estimateRevenue estimate
Valuation estimate
Creative Arts East leadership team
Management profileNumber of profiles
Profiles3 records
Creative Arts East funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Creative Arts East M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Creative Arts East
What does Creative Arts East do?
Creative Arts East is a Norfolk-based arts and community development charity that runs rural touring programmes bringing professional arts performances to rural communities across Norfolk, Suffolk, and Cambridgeshire. It operates a portfolio of community-focused arts programmes including community cinema screenings (such as the Nr2 Film Festival), live literature and poetry events in rural pubs (Inn Crowd), youth music projects (Move/Shake), library-based arts residencies (Rekindle Libraries), and creative programmes for older people (Creative Socials).
Is Creative Arts East a public or private company?
Creative Arts East is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Creative Arts East founded?
Creative Arts East was founded in -1. It employs 11 to 50 people.
Where is Creative Arts East based?
Creative Arts East is headquartered in Norwich, United Kingdom, in the Europe region.
How does Creative Arts East make money?
One revenue line is on record: charitable Grants and Funding.
Who are Creative Arts East's main competitors?
National Rural Touring Forum (NRTF) is listed as an others. Direct peers are Applause Rural Touring, Take Art, Farnham Maltings, Live Theatre, Black Country Touring, Artsreach, Rural Arts and Spot On Lancashire. Norfolk & Norwich Festival is listed as a regional player.
Does Creative Arts East have an API?
No public API is recorded for Creative Arts East.
What industry is Creative Arts East in?
Creative Arts East's product category is Community Arts Services. Its primary akta.pro industry code is BPAGAHAC, Arts Education & Community Arts Programs, with a secondary code of EDAAAFAD, Cultural, Arts & Humanities Community Education (Museums/Arts Councils). Its NAICS code is 711 and its SIC code is 7900.