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MADE
MADe Sheffield              Issue 001
                            2009/10




Business, ideas, culture,
life, sport, Sheffield

sPORT
JessICA eNNIs
The golden girl of British athletics
Jessica Ennis talks about coming
back from a career-threatening injury.
Pages 20-23

LIGHTING THe FLAMe
Sheffield is already warmed up
on the starting blocks to make
the most of 2012.
Pages 24-25

INNOVATION
RAIsING THe ROOF
Sheffield company raises the
roof at Wimbledon.
Pages 30-31

BusINess
sHeFFIeLD BusINess suRVeY
Despite an economic downturn,
the city has shown its resilience
and dynamism.
Pages 43
A long weekend in orkshire
                                                                               isn’t long enough




Get to know
Visit
or Call   0844 888 5122 for a free visitor guide quoting 4606
CONTENTS
                                               What’s inside...

                                               ABOUT SHEFFIELD
                                               A WARM SHEFFIELD WELCOME
                                                                                       BUSINESS
                                                                                       LIFE IN THE SUPERFAST LANE
                                               Philip Wellington, Head Concierge at Sheffield looks set to become the
                                                                                                                                                                    TrANSFOrMATiON
                                               The Mercure, on welcoming people        UK’s own version of Silicon Valley.
                                               to what he calls ‘a truly unique city’. Pages 36-39
                                               Pages 6-7
                                                                                                                                                                     Sheffield’s dramatic transformation
                                                                                       BUCKING THE TREND                                                            over recent years has caused ripples
                                               48 SHEFFIELD HOURS
                                               Nether Edge resident and PR
                                                                                       Sheffield now has a range of world
                                                                                       class suppliers who can compete
                                                                                                                                                                             at home and abroad.
                                               consultant, Sally Clarke, shares her    with the best.
                                               secrets to the perfect weekend.         Pages 40-42
                                               Pages 8-11
                                                                                       SHEFFIELD BUSINESS SURVEY
Note from                                                                              Pages 43
                                               CULTURE
the editor                                     IN THE FRAME                            NEW STORIES FROM                        EDITORIAL
                                                                                                                               NICOLE GREEN
                                                                                                                                                             At its heart has been city development   Sheffield has really upped its
                                               Doc-Fest, the UK’s premiere             A NEW CHAPTER                                                         company, Creativesheffield, who          game in terms of the events and
                                               documentary festival, is gaining        Building a competative point            EDIToR                        have been charged with delivering        experiences it offers. We’re now
                                               worldwide recognition.                  of difference.                          STEVE DOYLE                   Sheffield’s economic transformation.     a key player, bidding for major
                                               Pages 12-15                             Pages 44-45                             STEPHANIE POTTER              Nicole Green recently caught up          events like UK City of Culture 2013,
                                                                                                                                                             with their newly appointed Chief         FIFA World CupTM Candidate Host
                                                                                                                               DALE MORRELL
                                               A CLEAR SENSE OF DIRECTION              NO SMOKE WITHOUT FIRE                                                 Executive, Paul Firth.                   City and continuing to invest in
                                               Tony award nominee, Daniel              Creative meeting space in Sheffield’s   PHOTOGRAPHY                                                            existing events such as the Grin
Throughout its history,                        Evans, talks about his vision           Kelham Island conservation area.        DAVID SHORT                   “Over the past 10 years Sheffield        Up North Comedy Festival, the
Sheffield and its people                       for Sheffield’s theatres.               Page 47                                 TOM JACKSON                   has gone through a remarkable            biggest in England this year, and
have been recognised                           Pages 16-19
                                                                                                                               TRACEY WELCH                  regeneration programme,                  International Documentary Film
as inventive,                                                                                                                                                culminating in the fantastic city        Festival, Sheffield Doc/Fest. As well
hardworking and                                                                        FOOD & DRINK                            ILLUSTRATION                  centre we have today.                    as pushing on with these events,
entrepreneurial. It’s a                        SPORT                                   LITTLE CHEF’S BIG COMEBACK              HWA YOUNG JUNG                                                         2010 will kick off in style with the
city that prides itself                        JESSICA ENNIS                           Pages 48-49                             WITH SPECIAL THANKS TO        Despite the recession, Sheffield               re-opening of the refurbished
on getting things done,                        The golden girl of British                                                      SALLY CLARK – LARK PR         has had a great year: as                           Crucible Theatre.
quietly and effectively,                       athletics Jessica Ennis talks           MICHELIN MEN                            DAVE GRIMSHAW –               well as the continuing
irrespective of the                            about coming back from a                Local produce proves a winning          MAKE THINGS HAPPEN            development of the                                   As the UK’s first City of
challenges faced.                              career-threatening injury.              formula for Michelin-recommended                                      physical infrastructure,                              Sport, Sheffield has an
                                                                                                                               PRODUCED BY
                                               Pages 20-23                             gastropub, The Milestone.                                             inward investment                                      enviable reputation for
Sheffield is an amazing                                                                Pages 50-51
                                                                                                                               CREATIVE SHEFFIELD IN         has been strong with                                   producing sporting
place, with amazing                            LIGHTING THE FLAME                                                              ASSOCIATION WITH IRIS         healthy office take up                                 talent, like golden girl
people. It’s a city full of                    Sheffield is already warmed up          SHEFFIELD FOOD & DRINK                  BRENDAN MOFFETT               levels. The pioneering                                (and MADE cover star),
extraordinary stories.                         on the starting blocks to make          Pages 52-53                             LAURA SISSONS                 Digital Region project is                            Jessica Ennis, and for
What we need to do,                            the most of 2012.                                                                                             gathering momentum,                                 hosting major national
though, is get out there                       Pages 24-25                             INNOVATION, PASSION,                                                  which will promote the                            and world championships
and tell people these                                                                  KNOWLEDGE… BEER!                                                      growth of the City’s scientific,               across a variety of activities.
stories. MADE is here                          HIGH AMBITION                           Based in rural Derbyshire,              www.creativesheffield.co.uk   creative and cultural knowledge
to do just that.                               Climbing legend, Jerry Moffatt,         Thornbridge Brewery is challenging                                    base, and there have been some           It’s important to positively change
                                               has scaled the world’s most             the way people think about beer.                                      nationally recognised events.            how the outside world perceives our
NiCOlE GrEEN                                   difficult routes, yet still rates       Pages 54-55                             www.irisassociates.com        This is fantastic for energising the     city by shouting about our successes.
Editor                                         The Peak District.                                                                                            City and putting us firmly on the        I want Sheffield to have a reputation
                                               Pages 26-27                                                                                                   map and has really boosted short         as the best place to live and do
                                                                                       ENTERTAINMENT                                                         break tourism.                           business in the UK”.
                                                                                       SHEFFIELD MUSIC CITY
                                               INNOVATION                              Pages 56-57                                                           All these developments and           PAul FirTh
                                               MADE IN SHEFFIELD                                                                                             initiatives give us a really strong  Chief Executive
                                               Some of the world’s most                UPCOMING MUSIC                                                        platform to build from.I’ve been     Creativesheffield
                                               innovative solutions in sports          Pages 58-59                                                           involved with Creativesheffield for
                                               technology are from Sheffield.                                                                                a while, but in my new role as Chief
                                               Pages 28-31                             U2 SUMMER 2009                                                        Executive will be taking a much more
                                                                                       The night Bono donned his shades                                      hands-on approach — moving the city
                                               BACKING THE BID                         for a baying Sheffield crowd.                                         forward as it develops even further.
                                               Sheffield has impeccable                Pages 60-61
                                               credentials to become a
                                               FIFA World Cup Host City.               WHAT’S ON IN SHEFFIELD
                                               Pages 32-35                             Pages 62



4                             MADE Sheffield                                                                                                                 2009/10 About Sheffield                                                          5
A WArM
                     ShEFFiElD WElCOME
                            Every time I welcome a guest to Sheffield, I do it with pride.
                              As the Head Concierge of one of the city’s key hotels, I am
                            often the first point of contact for anyone arriving in the city,
                                    and it is my job to show the city off properly.


                                                        WRITTEN BY
                                   Philip Wellington, Head Concierge, Mercure Hotel




I
       t is 15 years since I arrived   has been exciting to chart the city’s      people to the shops and bars on
       in Sheffield, when I made my    transformations and successes              Ecclesall Road or surrounding
       way up north from London,       each time they arrive at the new rail      areas, I always tell visitors to drive
       and I have never looked back.   station or drive into the city centre.     out to the Peak District. Having
       I have always seen a certain    For the people arriving for the first      a National Park just a short trip
charm in Sheffield. It is a truly      time, they are always taken aback          away, with breathtaking views and
unique city, full of quirky secrets    at everything the city has to offer        heritage sites like Chatsworth, is
and fantastic people, which is         and how cosmopolitan and exciting          a unique asset to Sheffield and
now matched by a truly stunning        it now is. The improvements are by         something that should be taken
city centre.                           no means done. I am constantly             advantage of.
                                       impressed with the plans and
I am lucky enough to have witnessed developments, seeing the ongoing              The number of visitors and big
the amazing physical and cultural      evolution of a city I have grown           business events coming to the city
transformation of the city at first    to love.                                   is growing, so I see a lot of new
hand. New buildings have shot                                                     faces, but I try to remember every
up, and the city is now almost                                                    guest I meet. of course this is a little
unrecognisable, and it is just getting “I FEEL STRONGLY THAT EVERY                easier when famous faces come
better and better. Most importantly      PERSON THAT VISITS SHEFFIELD             through the city. Celebrities like
for those of us living here, it hasn’t   SHOULD FEEL AT HOME.                     Gordon Ramsay are full of praise for
lost any of its unique charm.            IT’S WHAT WE DO WELL.”                   Sheffield and have been impressed
                                                                                  with how far the physical and
Working right in the Heart of the                                                 cultural improvements have come.
City, I am surrounded by some of         The new Tudor Square development,
my favourite parts of Sheffield.         which has been eagerly anticipated,      I like to think that when I open the
The stunning Winter and Peace            will make the Heart of the City even     doors to a visitor, I am welcoming
Gardens surrounding St Paul’s lead       better. The theatres and restaurants     them to an exciting and modern
onto great cultural spaces like the      give a real buzz to the centre and       Sheffield, and I am proud to be an
Millennium Galleries. I honestly         there is always something going on to    integral part of the city’s future. It
couldn’t think of a nicer place to       take the city from day into evening.     certainly feels as though Sheffield is
work – which makes my job of                                                      on the brink of something fantastic,
showing off the city very easy.        one of my favourite times of year          and I like to think I am a small part of
                                       is when the annual World Snooker           this exciting growth, just as everyone
I feel strongly that every person that Championships come to the                  living and working in the city is. For
visits Sheffield should feel at home. Crucible, as I am well placed to see        now, I am proud to introduce MADE
It’s what we do well. of course, some the excitement up close and greet           magazine, and wish everyone a very
of the people that pass through        the thousands of people that flock         warm Sheffield Welcome.
our doors have been coming to the      to the city. It’s not all about the city
city for years. For those people, it   centre though. As well as directing



                                         2009/10 About Sheffield                                                           7
in Sheffield




                                          I
                                                live in the leafy, green, Nether   on Abbeydale Road for a delicious          The Leopold is Sheffield’s first          plenty and lots of catwalk                in Edale for a gallop on the moors
Ashtanga Yoga, champagne tea, and               Edge, so early Saturday            coffee and bite to eat. Bragazzis is       boutique hotel, converted from the        inspired fashions to choose from.         above the waters and forest of
a gallop through some of the UK’s               morning is a whirl around          perfect for people watching (if you        old boy’s school, with lots of original   Everything is a one off so sole           Ladybower and Derwent. Beautiful
most stunning countryside. Sally                Cemetery Road Park with            can get a seat) and a browse through       features and large arched windows         ownership is assured!                     landscape and a blast of fresh air,
Clarke shares some of her secrets               the dog – one of Sheffield’s       the papers. It’s a really vibrant little   which flood the hotel with light                                                    plus a boost of adrenalin equals the
to the perfect 48 hours in the city.      hidden gems of architectural treats.     meeting point which means you have         and give a perfect view onto buzzy        Saturday evening is usually a visit       perfect way to spend three hours on
                                          There’s lots of green, a path for        to get there early if you want to eat;     Leopold Square.                           to Nonna’s on Ecclesall Road for          a Sunday!
WRITTEN BY                                running and plenty of squirrels for      food goes fast in this place. Just                                                   excellent meat or fish or fresh
Sally Clarke                              the terrier to ambush. It’s steeped      up the road from there is Swallows                                                   pasta. It is independently run by a       After working up an appetite we
                                          in drama and really atmospheric, a       and Damsons who sell the most              “BEAUTIFUL LANDSCAPE AND A                team with consummate knowledge            come back into the city centre for
                                          photographer’s dream.                    beautiful, fresh flowers – so I will        BLAST OF FRESH AIR, PLUS A               of Italian food, wine and life, as        food at The Milestone, and then to
                                                                                   usually buy a selection.                    BOOST OF ADRENALIN EqUALS                well as faultless hospitality. It’s the   The Showroom to catch an offbeat
                                          Yoga Shala on London Road is the                                                     THE PERFECT WAY TO SPEND                 guarantee of a quality evening out        late afternoon film. Another full
                                          next stop, for Ashtanga yoga –           I would spend early Saturday                THREE HOURS ON A SUNDAY!”                that has given the award-winning          weekend and by Sunday evening
                                          otherwise known as power yoga            afternoon on the other side of                                                       restaurant national recognition.          we will be back at the house for a
                                          – which is energetically challenging     Nether Edge, down in Sharrow Vale                                                                                              snooze in front of the fire, ready
                                          to say the least, but particularly       and around Banner Cross, to indulge        Last stop on the purchasing front         Sunday morning is all about the           for the roast in the oven from
                                          satisfying. Pete Gill who runs the       in browsing and catching up with           would be the quirky Shops &               great outdoors and less about             Saturday’s purchases plus a
                                          Shala is an excellent teacher who        people. There are some fantastic           Boutiques at the Forum. This is           the hustle and bustle of City life.       particularly good rifle through the
                                          has worked with top athletes to          organic and locally sourced food           where Sheffield’s originality and         Literally a five minute drive you are     Sunday papers. What more could
                                          improve fitness and posture. His         shops – so I can stock up on treats        style can be seen. Syd & Mallory’s        in the National Park’s Peak District,     you ask for?
                                          classes are extremely popular given      for Sunday. For an indulgent late          is a favourite for re-worked vintage      which is beautiful for a stroll or
                                          his sport orientated approach.           afternoon treat, The Leopold Hotel         and beautiful handmade bags.              more testing hike. Add another 15
                                          To undo some the good work at            does very chic champagne teas.             The Shops & Boutiques are all             minutes onto that and the stop
                                          Yoga Shala it’s off to Bragazzis                                                    independent – so there is charm-a-        would be Ladybooth Riding Centre



8                        MADE Sheffield                                                                                                                                 2009/10 About Sheffield                                                         9
“Saturday evening is
 usually a visit to Nonna’s.
 A team with consummate
 knowledge of Italian food,
 wine and life, as well as
 faultless hospitality.
                      ”
F
                                                            or over 1000 documentary        mix with emerging talent to pitch
                                                            makers and media                ideas and secure funding. This
                                                            heavyweights, there is          emphasis on relationship building
                                                            only one place to be each       and co-production between
                                                            November... For five            different countries has driven the
                                                  intense days, Sheffield’s cultural        ongoing success and notoriety of
                                                  quarter becomes a boardroom               the festival.
                                                  and playground for a host of
                                                  documentary makers, and for               Thanks to MeetMarket, over
                                                  emerging new talent, could be the         £4 million worth of deals were
                                                  place where dreams are made.              initiated during the event last
                                                                                            year, with 53 unique projects
                                                  Sheffield’s annual Doc/Fest is now        pitched. Even globally recognised
                                                  the UK’s premiere documentary             documentary maker, D. A.
                                                  festival, celebrating the art and         Pennebaker secured funding for
                                                  business of documentary making.           his latest project The Collar, which
                                                  The packed schedule of film               will be shown at this year’s event.
                                                  showings, masterclasses and               Charlie Phillips, the marketplace
                                                  controversial discussion panels,          director of the festival, sees the
                                                              as well as the festival’s     Meetmarket as a ‘vital’ part of the
                                                              unique networking             documentary industry calendar. “It


                                                DOC
                                                              marketplace and               is especially important for the rest
                                                              pitching forums have          of the world to come and see what
                                                              earned the event              UK commissioners have to offer.”
                                                              world-wide recognition.

                                                FEST          Now in its 16th year, the
                                                              festival has expanded
                                                                                            FROM HOME-GROWN FILMS
                                                                                            TO WORLDWIDE NAMES IN FILM-


                                                2010
                                                              beyond all expectations,      MAKING, DOC/FEST IS NOW
                                                              with attendance               FIRMLY IN PLACE AS THE MOST
                                                              doubling year on year         IMPORTANT DATE IN THE
                                                              over the past four            INDUSTRY CALENDAR.
                                                              festivals. of course, with
                                                  a city that’s driven by innovation
                                                  and originality, it’s little wonder       “Doc/fest is the most important
                                                  that Doc/fest is moving forward and       generator of finance into the
                                                  is now much more than a five-day          documentary industry, but it also
                                                  event. Doc/Fest is a year-round           feeds off the thriving creative
                                                  service provider to the industry,         economy in the city itself.” over
                                                  with ongoing support, activities and      the years, film-makers have been
                                                  workshops.                                making the annual pilgrimage to
                                                                                            Sheffield, and the city has earned
                                                  The festival is working to open           a reputation for being a top notch
                                                  up new markets for funding and            host, providing the perfect backdrop




      In the
                                                  embracing the future of new               for creative relationships to flourish.
                                                  technologies; experimenting in            Delegates appreciate what the
                                                  cross-platform and interactive            city has to offer and welcome the
                                                  media. one of the ongoing projects        chance to work in a communal and
                                                  the festival is producing are the         supportive environment.
                                                  Crossover Labs, an international
                                                  programme which gives producers           As Charlie notes, Doc/Fest has also
                                                  from across different genres              fed back into the city, and the future
                                                  training opportunities to prepare         of the festival is perfectly tuned to
                                                  themselves for the digital and            the Sheffield’s development as the




      Frame
                                                  cross-platform world. This is in          creative and digital heart of the UK.
                                                  addition to monthly events at the         Heather Croall, Festival Director,
                                                  heart of Doc/Fest, The Showroom,          says that the changes in Sheffield
                                                  and pitch-training workshops              over recent years have made a big
                                                  around the world.                         impact on delegates. “We have
                                                                                            representatives attending Doc/
                                                  Doc/Fest is just as much about the        Fest from large media companies
                                                  people who make documentaries             such as the BBC, Channel 4, SKY,
                                                  as it is about the art form itself. The   and Virgin. “Most of our delegates
                                                                                                         ”
                                                  festival’s MeetMarket is now one          have been coming to Sheffield year
                                                  of the biggest draws to industry          after year and they are amazed
                                                  figures, where world-renowned             at the ongoing improvements to
                                                  documentary makers enter the              the city. It is a great opportunity
Above image: Heather Croal, Festival Director



12                             MADE Sheffield                  2009/10 Culture                                                        13
ShEFFiElD’S ANNuAl
                      DOC FEST iS NOW ThE uK’S
                      PrEMiErE DOCuMENTAry
                      FESTivAl, CElEbrATiNG
                      ThE ArT AND buSiNESS OF
                      DOCuMENTAry MAKiNG.


                      to show the digital media world         hit Thatcher years, The Beat is the     and media platforms and attracting
                      that Sheffield means business as        Law, shows the social and musical       leading people to the only city in the
                      a city.” “Sheffield has an excellent    defiance of a city – Sheffield –        world it can call its home.
                      reputation for having a wealth          through in-depth interviews with
                      of companies working within the         artists and eyewitnesses including
                      digital, games and interactive          Jarvis Cocker and Richard Hawley,       “SOME OF THE GREATEST
                      sectors and I hope we can help          together with unique 80’s archive        BENEFICIARIES OF THE FESTIVAL
                      many creative businesses link up        footage and music.                       ARE THOSE BORN OUT OF
                      with others at the festival.”                                                    THE CITY ITSELF.
                                                                                                                      ”
                                                              From home-grown films to
                      Some of the greatest beneficiaries      worldwide names in film-making,
                      of the festival are those born          Doc/Fest is now firmly in place
                      out of the city itself. Sheffield       as the most important date in
                      documentary maker, Eve Wood’s           the industry calendar. This year’s
                      newest offering will be debuted         festival is set to be the biggest and
                      at the festival this year. A cultural   most influential yet, further pushing
                      documentary set in the recession-       the boundaries of documentary




14   MADE Sheffield                                           2009/10 Culture                                                             15
Sheffield Theatres’ new Artistic
Director, and Tony award nominee,
Daniel Evans, is excited by the
opportunity to fulfil his childhood
dream of running a theatre in
a city with which he feels a
‘special connection’.
Daniel Evans is brimming with
infectious energy. Perched on
a stool in the centre of London’s
theatre district, he delivers an
excited monologue about his new
role as Sheffield Theatres’ Artistic
Director, and a new chapter for
the company itself.




O
            livier-award winning
            actor, Daniel Evans,
            officially took over the
            role of Artistic Director
            in June this year and
has been charged with launching
the new season in 2010. This is a
tough challenge at the best of times,
however this will be no ordinary
season for Sheffield Theatres.

The Crucible has undergone a               tapestry of productions, with the       successful musicals and dance
massive £15.3m renovation and in           world premiere of Sisters, which        acts, with the dynamic main stage
February, when the new season              tells the real life stories of Muslim   of the Crucible and its sister Studio
launches, will have been in the dark       women in Sheffield, American play       space, makes up Sheffield’s own
for two long years. The pressure           True West and a new adaptation of       diverse theatre-land.
is on to impress; however Evans            Alice in Wonderland – called simply
seems unfazed by the challenge.            Alice – by a young Sheffield-based      on the new Crucible building itself
“Sheffield is full of theatre lovers       playwright, Laura Wade.                 Evans says it is very much about
and the feeling we have from                                                       improving the audience experience,
the city is excitement, they are                                                   with entirely redesigned bar and
desperate for us to open and we are        “I THINK, CULTURALLY,                   cafe areas, workshop spaces and
desperate to start producing again.”        SHEFFIELD IS ONE OF THE                a new foyer. The theatre will also
                                            UK’S bEST KEPT SECrETS!                benefit from more advanced rigging
For a star who had just returned            CONSIDER THE SPHERE                    and improved wardrobes, which will
from a stint on Broadway in New             OF ART AND THEATRE,                    allow for the development of more
York, where he was nominated for            AND THERE ARE COUNTLESS,               ambitious projects.
a Tony award for his performance            SMALLER COMPANIES THAT
in Sunday in the Park with                  CREATE INNOVATIVE AND                  “The iconic status of the Crucible
George, many people may ask:                CHALLENGING WORK.”                     will now shine through. The theatre
why Sheffield? However, having                                                     will be a place where people don’t
appeared on-stage at the Crucible                                                  just come to see performances,
in Cloud Nine and The Tempest it      It is with the impatience of a child         they will hang out in the cafe or bar
seemed a natural progression for      at Christmas that Evans announces            and there will be workshops going
Evans to fulfil his childhood dream   the Crucible’s housewarming                  on and tours. “I want it to be both an
of running a theatre in a city where  season. With building not quite yet          awe-inspiring and welcoming place
he feels a special “connection”.      complete and paint drying on the             to be.” The changes to the theatre
                                      walls, the Crucible will open its            come at a time when the city is
Now five months in, with his feet     doors briefly at the close of 2009,          making a mark as a home of culture,
firmly under the table, Evans         with performances by Sheffield               with the bid to be the UK’s City of
has a clear focus. He is intent       legend Richard Hawley, Jo Brand              Culture well under way.
on producing a programme of           and Germaine Greer, as well as a
“relevant” shows, performances        new play, Confessions of a City,
that reflect the values of Sheffield  that brings together real people to                                                   Evans is in full support of the bid,        Evans’ drive towards inclusion is
and resonate with its people. “I want reveal their personal experiences                                                     and is, unsurprisingly, excited once        clear. When he talks about ‘our        “THE CHANGES TO THE THEATRE
the people of Sheffield to identify   of Sheffield.                                                                         again at a mention of the proposal.         stage’ you get the feeling he is        COME AT A TIME WHEN THE CITY
with the productions and I want                                                                                             “I think, culturally, Sheffield is one of   talking about more than just the        IS MAKING A MARK AS A HOME
to fuel topical debates, I want the   For all that is beginning, Evans is                                                   the UK’s best kept secrets! Consider        close-knit team in the theatre.         OF CULTURE.”
theatre to speak to the city now.”    already thinking what he’d like his                                                   the sphere of art and theatre,              He is talking about the city. “The
                                      legacy in Sheffield to be. His goal                                                   and there are countless, smaller            theatres belong to Sheffield, and
The first play on the new             is to “continue to deliver a richly                                                   companies that create innovative            they also have great national
programme intends to do just that,    mixed diet of productions”, which                                                     and challenging work. When you              significance. The Crucible is
and somewhat bravely, Evans is        is something he sees as uniquely                                                      think about all the galleries and           undergoing a transformation, as is
directing it himself. “I wanted to    possible in the newly renovated                                                       dance venues in Sheffield, and the          the city itself. I cannot wait to be
arrive with a bang. An Enemy of the   Tudor Square.                                                                         bands that have emerged from                part of the renaissance.”
People is a strong, civic play which                                                                                        the city over the last thirty years
I think people will identify with.”   The commercial draw of the Lyceum,                                                    you start to get my point. Art is
Following on from there is a strong   which has attracted globally                                                          everywhere in Sheffield.”



18                        MADE Sheffield                                                                                                                                2009/10 Culture                                                    19
gold-
                            podiu m a s a a Enni s
            n th e top tier mpi on , Je ssi c ports
Sta ndin g o in g World Ch a a children’s s
         winn          y from
m e d al       on g wa adium .
           eal
h ad com Don Valley St
         n
ca m p i
ThErE’S STill SO MuCh
i WANT TO AChiEvE,
i’M ThrillED TO bE WOrlD
ChAMPiON buT ThiS iS
juST ThE bEGiNNiNG.”




S
           tanding on the top tier        as firm favourite to win The Sports   The journey hasn’t always been easy     “of course, now everyone is focused      in Berlin, Sheffield University         amazing year already and I’d
           podium as a gold-medal         Personality of the Year Award when    and the victory in Berlin couldn’t      on 2012, it’s extremely exciting,        graduate Ennis has returned home        love to win something but just
           winning World Champion,        it takes place in her home city       have come a day too soon for Ennis,     with it being in London and after        to Sheffield, where her intense         to be nominated is an honour.”
           Jessica Ennis had come         and as the athlete to bring home      who sees it as her “comeback”           what happened before Beijing. It’s       training is continuing every day.
           a long way from a              gold in 2012.                         following a devastating injury last     going to be tough, it will be my first                                           “I’m really looking forward to
children’s sports camp in Don Valley                                            year. Just two months before the        olympics but I’m hoping to bring         From training in mid-Winter in          going but with it being in Sheffield
Stadium. It was there, aged 10,                                                 2008 Beijing olympics, after months     home a gold medal.” Her hopes            Chelsea Park near her home, to          it’s even more special. It’s really
that Ennis first set foot on the red      “THE JOURNEY HASN’T ALWAYS            of dedicated training, Jessica          are matched by observers and             working with advanced technology        important we’re joining in with
tarmac which would propel her to           BEEN EASY AND THE viCTOry iN         suffered a dramatic triple stress       bookmakers across the country, but       at the English Institute of Sport,      events like 2012 and hosting the
global success. A shining example          bErliN COULDN’T HAVE COME A          fracture to her right foot, which       she is keen not to get carried away.     Ennis has taken full advantage          Sports Personality of the Year
of determination, talent and hard-         DAY TOO SOON FOR ENNIS.”             destroyed her firmly-set plans to       Anything other than presumptuous,        of the city she carved out her          Awards. It’s a great opportunity
work, Ennis this year secured                                                   compete. Not only was she ruled out     she is a grafter and despite her         career, and is full of praise for its   for people to get involved in
Britain’s first heptathlon gold                                                 of the olympics, but it forced her to   world-wide acclaim, her feet remain      facilities and support structures       sports and see what Sheffield can
medal in the World Championship’s     “It’s just a very weird feeling to        retrain entirely to take off from her   firmly on the ground.                    for training sportsmen and women.       offer.” of course Jessica’s fierce
26-year-history – and her own         be at this stage of my career.            other foot in the long jump.                                                     “Sheffield is a great place to train    determination, success and good
future as one of Britain’s greatest   I started doing athletics when I                                                                                           as an athlete. We’ve got world class    looks will fare her well when it
sportswomen.                          was 10 and it was always a hobby,         The injury was a major set-back,        “NOW IN THE RUN UP TO THE                sports facilities like Ponds Forge      comes to gaining sponsorship,
                                      so now to be making this my living        both physically and emotionally and      SPOrTS PErSONAliTy OF                   and the support I received from the     and she has been in high-demand
Her strength and all-round            is just amazing.” Before a two-           left the 23-year old wondering if        ThE yEAr AWArD, PLENTY                  English Institute of Sport was really   since her win in August.
repertoire, which sees her taking     week summer sports camp, which            her career might be cut short. She       OF EYES ARE ON ENNIS AND                important during my recovery – I
hurdles, high jump, shot-put,         she reluctantly went on during a          has called the year out a “disaster”,    ON SHEFFIELD.                           have always seen it as an important   At 23 she’s a World Champion at the
javelin, long jump, sprints and races summer holiday ten years ago, Ennis       but fiercely determined Ennis has                                                part of my success.”                  relative early stages of her career.
in her stride has wowed observers     had no special interest in sport.         transformed adversity into success.                                                                                    With the dedication and drive that
and smashed records. She              However, she quickly realised she         “It was a horrible, horrible time,      “There are more championships           Now in the run up to The Sports        saw her return from a potentially
dominated the World Championship had a talent for athletics: “Coaches           I had to get back into shape after      to focus on before the olympics,        Personality of the Year Award,         career-ruining injury, and with the
event at the olympic Stadium in       would come up to me and tell me           taking a lot of time off and I worked   the World Indoors and European          plenty of eyes are on Ennis and on     support of National Athletics coach,
Berlin, which resulted in a final     I was quick but I also just started       really hard. To win the World’s this    Championships another World             Sheffield. of course, she is modest    Toni Minichiello, it seems there’s
point’s tally of 6,731 – only 100     making friends and enjoying it.           year was a dream come true.” Now        Championships.” “I’m just training      about her nomination, but sees         no stopping Ennis. “There’s still so
points short of the record set by     I started training and when I got         no mention of Ennis’ success goes       as hard as I can to do as well as I can the importance of the city hosting     much I want to achieve, I’m thrilled
Denise Lewis in the year she won the another coach when I was 13,               without a nod towards an olympic        in those events first.” After a brief   the event. “I’m really looking forward to be World Champion but this is
olympic gold. Since then Sheffield- it all went from there.”                    gold in 2012.                           break following her success             to the Awards. obviously it’s been an just the beginning.  ”
born Jessica has been marked out



22                       MADE Sheffield                                                                                                                          2009/10 Sport                                                                  23
lESS ThAN
                                                                            1000 DAyS TO GO
                                                                           On the 31st October 2009 there were 1,000 days to go until
                                                                            the opening ceremony of the London 2012 Olympic and
                                                                              Paralympic Games, the biggest sporting event to be
                                                                                        held in the UK in over 50 years.




                                               S
                                                          ince it was announced        Members of GB Boxing, GB Diving,          Central to Sheffield’s Major Sports
                                                          in 2005 that London          the British Table Tennis Federation       Events and 2012 Programme is Gary
                                                          would be the host city       and GB Volleyball all base their high     Clifton from Sheffield City Council.
                                                          for 2012, Sheffield has      performance centres in the city.          He has been charged with managing
                                                          sprung into action to take                                             and developing the line-up of major
                                               full advantage of what will be the      Hosting the 2012 olympic and              events in the city. Gary said:
                                               world’s biggest sporting event.The      Paralympic Games brings massive
                                               city has strategically used sport as    opportunities. There are thousands of     “Sheffield has always been at the
                                               part of its ongoing regeneration,       contracts related to London 2012 that     forefront of sporting success and
                                               identifying early on that it is well    can be fulfilled in Sheffield, as the     that’s where we want to stay. London
                                               placed to take make the most of the     city region boasts businesses with        2012 has provided a huge range of
                                               London 2012 Games, commercially         unique capabilities, and the skills       opportunities and we have been quick
                                               and culturally.                         and expertise to deliver this work.       to take advantage and capitalise on
                                                                                                                                 what is the biggest sporting event
                                                                                       Leading up to 2012, athletes from         in the world.” “Thanks to Sheffield’s
                                               “ONE OF 2012’S                          all over the world will visit the UK      history of hosting major events, the
                                                BRIGHTEST HOPES,                       as part of their preparations, many       city has, more recently, been working
                                                JESSICA ENNIS,                         basing themselves in Sheffield            with UK Sport and the Regional
                                                IS ShiNiNG A                           to take advantage of its world-           Development Agency, Yorkshire
                                                liGhT ON ThE                           class facilities and sport science        Forward, to bid for several events
                                                ExCEllENCE iN                          expertise. Sheffield’s international      between now and 2012. We’ve been
                                                SPOrT THAT                             sporting facilities, managed by           successful in securing the FINA Diving
                                                SHEFFIELD                              Sheffield International Venues, and       World Series for three consecutive
                                                CAN PRODUCE.”                          sports science support at Sheffield       years, the English open Table
                                                                                       Hallam University and the English         Tennis in 2009, the World Goalball
                                                                                       Institute of Sport, will enable           Championships in 2010 and European
                                               Working as a partnership called         Sheffield to host international           Fencing Championships in 2011.”
                                               ‘Lighting the Flame for Sport’,         teams and build relationships
                                               organisations and individuals           with countries from all over the          In a city like Sheffield, an event like
                                               from across Sheffield and the           world. In May 2009, Sheffield and         the olympic Games can make a
                                               South Yorkshire region have joined      Leeds signed a Memorandum of              really positive impact, it is up to the
                                               together to ensure the city and its     Understanding with the Serbian            city now to make the most of it.
                                               people will directly benefit.           olympic Committee and talks are
                                                                                       on-going with the Brazilian and
                                               The Games are an opportunity for        Chinese olympic Committees.
                                               everyone in the city to get involved
                                               in sport. In 2009, 7500 people          Mr Gustavo Satio Harada from
Above image: Don Valley Stadium                registered to take part in the Great    the Brazilian olympic Committees
                                               Yorkshire Run and there are a series    technical department commented:
                                               of sporting events lined up for 2010.
                                                                                       “Sheffield is not only a beautiful
                                               one of 2012’s brightest hopes,          city with a great youth and full
                                               Jessica Ennis, is shining a light       of life environment, but also has
                                               on the sporting excellence that         state of the art sport facilities, with
                                               Sheffield can produce. However, she     which the Brazilian athletes would
                                               is just one of a growing number of      have all their needs for their 2012
                                               athletes nurtured in Sheffield.         preparation fulfilled.”




24                            MADE Sheffield                                           2009/10 Sport                                                                  25
High
                                                                                                                              “ThE PEAK DiSTriCT hAS SOME
                                                                                                                              OF ThE hArDEST rOuTES iN
                                                                                                                              ThE WOrlD, AND SOME OF ThE

Ambition                                                                                                                      TOuGhEST. iT rEAlly iS WOrlD
                                                                                                                              ClASS AND ThE SCENE iN
                                                                                                                              ShEFFiElD AND ThE PEAKS
                                                                                                                              iS SECOND TO NONE.”




Jerry Moffatt is a veritable legend        and no competitions, yet this was all   In 2002, Moffatt named The Ace,
of the climbing world, making              set to change when he set his sights    in Stanage, a new addition to his
history over the past twenty years         on America’s challenging rock faces.    double figured list of first ascents
with some of the most dangerous            Training in Stanage, in the depths of   in the Peaks. But this marked the
and impressive climbs in the sport.        winter and sleeping in yet another      end of professional climbing for
                                           desperate location – a “horrible        Moffatt, and he gave up a life of




H
                                           little limestone cave” – Moffatt        climbing to pursue business and
             is story began with a         honed his skill and strength.           family commitments. Now living
             pilgrimage to the Peak                                                in Sheffield, Moffatt co-owns the
             District. It was to here,                                             Foundry climbing wall and despite
             driven out of school by       “THE PEAK DISTRICT HAS                  having travelled across the globe
             his search for adrenalin       SOME OF THE hArDEST                    to climb, still has ultimate respect
and his raw passion for climbing,           rOuTES iN ThE WOrlD, AND               for the rocks to be found on his
that he made his way aged just              SOME OF THE TOUGHEST.”                 doorstep. “The Peak District has
17 and began to set the standard                                                   some of the hardest routes in the
for climbers everywhere. He slept                                                  world, and some of the toughest.
rough for two years, living as close       “I always wanted to drive myself        It really is world class and the
as he could to world-class climbs          and be the best, try the hardest        scene in Sheffield and the Peaks
and immersing himself in the scene.        routes and do them in the fastest       is second to none.
The now famous ‘Stoney Woodshed’           time. I knew that America was
that Moffatt called his home is a          where I had to go to prove myself.”     “There are a few really good climbing
generously quaint name for the             In America, his ascent of some of       walls, universities and colleges with
stark wood shelf set into a Stoney         the hardest routes in the world put     massive climbing scenes, all on the
Middleton crag. With no shelter and        him in the limelight and gathered       doorstep of the Peak District.” He
no money to his name, Moffatt and          industry attention. It was here that    mentions taking his two young children
a group of like-minded enthusiasts         the sponsorship deals began to roll     out to the Peaks, to the place he spent
lived on white bread and tomato            in. However in 1985, after years of     so much of his youth training, but he
ketchup, just enough to sustain            unrelenting climbing, a poor diet and   stands firm on the idea of them getting
them until the next climb.                 unforgiving living circumstances,       involved in the sport. “Not a chance,
                                           the effects of Jerry’s lifestyle took   it’s far too dangerous. No climbing or
“When I look back I was addicted.          its toll.                               motorbikes, they can play golf instead.”
We had no money because we were
all on the dole, and would hitch           He suffered an injury to his elbow,     His autobiography, revelations,
rides across the Peak District to          which was eventually diagnosed as       has been shortlisted for the 2009
different routes. “We were chasing         compressed nerves and put him           Boardman Tasker Prize for Mountain
the thrill every day.” By the age of       out of action for nearly two years.     Literature, another highlight to
18, Moffatt had already climbed the        However, never one to be beaten,        add to his unending success story.
most difficult routes in the country,      Moffatt came back from his injury       When it is suggested he may not
at some of the quickest speeds and         with a vengeance and entered into       win the award, a glint of Moffatt’s
had made a name for himself as the         the newly competitive world of          sheer determination shines through:
greatest climber in the UK.                climbing, and sweeping up at global     “I’d cause a scene and walk out of
                                           events. In 1989 he won the first        the ceremony,” he laughs, “It was
“The emphasis then was on trying to        ever World Cup competition and in       rigged!!... There’s no point in even
climb dangerous routes. Danger was         1990 he named Liquid Amber, a first     going if I’m not going to win.”
a huge part of it, I always wanted to      ascent which he claims to be his
push the mental side of it as well         proudest moment to date. “When          He jokes, but you get the impression
as the physical. Later on, I would         you climb a piece of rock that          he is deadly serious and that it is this
drive my motorbike at breakneck            no-one has done before, you can         attitude which has taken him to the
speeds out to the Peaks then climb         name it whatever you want, and          height of his success, ever since those
a rock face with no ropes. It was          you grade it. Then other people try     cold nights in the Stoney Woodshed.
always about chasing a buzz.” When         to repeat it. Some of mine weren’t
Moffatt began climbing in the 1980’s       repeated for a very long time. Even
there was no money to be made in           now, Liquid Amber has only been
the sport. There was no sponsorship        done a couple of times.”



26                        MADE Sheffield
minute window for success. There
                                                                                                                                                                                                             is no room for error. This philosophy



MADE
                                                                                                                                                                                                             is key to our core values, the pillars
                                                                                                                                                                                                             of our business – performance,
                                                                                                                                                                                                             innovation and cutting-edge
                                                                                                                                                                                                             technologies.




iN
                                                                                                                                                                                                             The company has benefitted
                                                                                                                                                                                                             from the opportunities that have
                                                                                                                                                                                                             arisen from locating in the AMP,
                                                                                                                                                                                                             somewhere that innovation is
                                                                                                                                                                                                             celebrated and collaboration with



ShEFFiElD
                                                                                                                                                                                                             surrounding high-end technology
                                                                                                                                                                                                             businesses is encouraged. Bromley
                                                                                                                                                                                                             have done this with ease, and they
                                                                                                                                                                                                             now work closely with both Dormer
                                                                                                                                                                                                             and the Advanced Manufacturing
                                                                                                                                                                                                             Research Centre.


                                                                                                                                                                                                             “FURTHER THAN BOBSLEIGHS AND
                                                                                                                                                                                                              WINTER SPORTS. THE COMPANY
                                                                                                                                                                                                              IS CURRENTLY UNDERTAKING A
                                                                                                                                                                                                              RANGE OF BUSINESS ACTIVITIES,
                                                                                                                                                                                                              FROM MOTORSPORT TO MEDICAL,
                                                                                                                                                                                                              ICE-SPORTS TO SATELLITES.
                                                                                                                                                                                                                                      ”


                                                                                                                                                                                                             Maddock has seen the benefits of




                                         T
                                                                                                                                                                                                             relocating to Sheffield first hand:
Olympian Bobsleigh champion,                        he Bromley brothers have      behind their products – what they refer   range of innovative adrenaline            further than bobsleighs and winter     “The Advanced Manufacturing
Kristan Bromley and his                             come a long way since         to as ‘Athlete inspired technology’.      fuelled winter sports products,           sports. The company is currently       Park is the perfect environment for
brother Richard had one dedicated                   creating Bromley Ice                                                    and is looking to take a slice of a       undertaking a range of business        any business with innovation at its
mission when they created                           Sports. They are now one      As the company expanded in                global sports market worth around         activities, from motorsport to         heart to ensure we take the lead
Bromley Ice Sports; to develop                      of Sheffield’s strongest      both size and scope, it needed            $500bn per year.                          medical, ice-sports to satellites.     in our market. The businesses on
the fastest, prize-winning               innovation companies, and                a home that would complement                                                        Under the Bromley Technologies         the park are immersed in advanced
Skeleton Bobsleighs possible.            Bromley’s equipment has helped           its drive towards research and            The product range will be created         banner, the company now has two        manufacturing and understand
                                         secure over 40 world class prizes,       development success and high-end          using the team’s expertise in elite       divisions in addition to Bromley       the challenges of designing and
                                         including two olympic medals.            manufacturing. So, in october 2006        sport, aerospace and Formula one          Sports. The design consultancy,        manufacturing high performance
                                         Kristan became the first athlete in      Bromley Technologies relocated to         engineering and R&D into new high         PES Performance Engineering            materials which fully compliment
                                         the world to win the ‘triple crown’ of   the Advanced Manufacturing Park,          performance materials. This new           Solutions and R&D focused, Team        our business”
                                         Skeleton Bobsleigh Championships         following Kristan’s appointment to        chapter adds another string to the        Innovation are all part of the Bromley
                                         in one year during 2008, and his         an associate Professor position           bow of a company that want to             Technologies stable and have secured With a 15 year pedigree, the
                                         fiancée Shelley Rudman clinched          and Shelley’s Honorary Teaching           ‘continually push the boundaries          their place as one of Sheffield’s      business is now preparing to look
                                         silver with Great Britain’s only         Fellow post in Sheffield Hallam           of conventional thinking’.                strongest innovation companies.        for investment to take it to the next
                                         olympic medal in the 2006 Torino         University’s Centre for Sports                                                                                             exciting stage and launch a number
                                         games. She is currently world            and Exercise Science.                                                               operations Director, Mike Maddock, of innovative and potentially market
                                         number two.                                                                        “REMEMBER IN BOBSLEIGH                    himself a former Skeleton bobsleigh disruptive products. With a body of
                                                                             Now, as well as designing and                   COMPETITION, YEARS OF                    athlete, Royal Navy diver and          core staff that has experience with
                                         These ongoing successes have been manufacturing the elite sled,                     DEDICATION ARE CONDENSED                 operations Director with a large       McLaren, Toyota F1 and Reynard,
                                         realised through the innovation     Bromley Technologies is expanding               INTO A 2.5 MiNuTE WiNDOW                 leisure retail company, saw qualities and in medical and satellite
                                         and success of Bromley Ice Sports, into the commercial market. The                  FOr SuCCESS.  ”                          of clear focus and dynamics in these projects, the Bromley Team is more
                                         the growth of the company which     company are working with a select                                                        opportunities to drive Bromley         than ready to take the next step and
                                         is now Bromley Technologies, and    number of key local businesses                                                           Technologies forward. “Remember        is perfectly placed in Sheffield’s
                                         the unique combination of sport,    to undertake a range of projects               In this vein, it is not surprising that   in bobsleigh competition, years of     AMP to do so.
                                         engineering, science and technology including the development of a                 Bromley Technologies is going             dedication are condensed into a 2.5



28                      MADE Sheffield                                                                                                                                2009/10 Innovation                                                         29
MAKiNG A
     rAiSiNG
                        In an uncharacteristic show of good fortune,
                        Wimbledon was blessed with sunshine this year,
                        Cliff Richard didn’t sing and spirits were high.
                                                                                      NET PrOFiT
                        Part of the success of Wimbledon was due to the               Sheffield has a history of




     ThE rOOF AT
                        highly innovative and much disputed retractable               producing cutting edge design,
                        roof for Wimbledon’s Centre Court, which was                  and truly great design solves real
                        formally revealed to the public in June 2009.                 problems. Usable, problem-solving
                        What many of the players and fans didn’t                      design is something Sheffield
                        know was that this was carefully designed                     Hallam University graduates and
                        and created by a Sheffield company, SCX.                      entrepreneurs, Allen Holland and




     WiMblEDON
                                                                                      William Parsons are dedicated
                        The Wincobank-based company worked on the                     to. Two years ago they formed
                        project for five years, after they were aproached             Quick Play Sports with Steven
                        to create a state-of the-art retractable roof for             Crosby with the aim of solving
                        Wimbledon. Simon Eastwood of SCX in Sheffield                 sporting problems, simply, through
                        said: “It’s probably the most technical handling              innovation and design. Their
                        solution ever in the world!                                   inspiration came after years of
                                                                                      lugging heavy, complicated goal
                        “Most other moving machinery only uses one                    posts to football matches, using
                        method of moving, but because the Wimbledon                   traffic cones or ‘a pair of well placed
                        roof is bow-shaped, it has three methods of                   trees if you were lucky’.
                        moving. “The biggest problem with that is
                        synchronising the motors and the actuators                    over two years they worked on an
                        and knowing exactly where the roof is at any one              innovative design for portable goal
                        time. Technically it was an enormous challenge.”              posts. The result was Kickster, a
                        The initial brief was to make sure the roof at                light-weight portable football net.
                        Wimbledon closed in 10 minutes so that at the                 Kickster has become so successful
                        first signs of rain, the courts would stay dry. As            that they turned down a cash
                        it turns out, rain proved only a fleeting problem             investment offer from Duncan
                        but saw the roof spring into action briefly, when it          Bannatyne on the BBC’s design
                        managed to cover the court in just eight minutes.             and innovation show, Dragon’s Den.
                                                                                      They have already designed similar
                        The Made in Sheffield roof also allowed matches               nets for hockey and lacrosse and
                        to continue after darkness fell. Andy Murray,                 are continuing to innovate and
                        who called the roof “beautiful” sealed the latest             design new sports products.
                        victory in Wimbledon history, with finishing
                        time of 10.30pm. With advanced technology                     “one of the key reasons we stayed in
                        that tested the atmospherics, the whole centre                Sheffield and started our company
                        court could be maintained at a certain heat and               here was the support we received
                        humidity for prolonged periods of time, and play              from Sheffield Hallam University
                        could resume in record time.                                  and their Enterprise Centre. They
                                                                                      also host a competition for student
                                                                                      business start-ups, which Will and I
                        ANDY MURRAY, WHO CALLED THE                                   won in 2006 and really helped us on
                        ROOF “BEAUTIFUL” SEALED THE LATEST                            our way.”
                        VICTORY IN WIMBLEDON HISTORY,
                        WITH FINISHING TIME OF 10.30PM.


                        Eastwood is proud of the work his team has
                        done: “We’ve got a really strong technical
                        department and we pride ourselves on solving
                        very technical difficulties in mechanical
                        handling.” The 3,000-tonne roof was a huge
                        success, with legendary players and dedicated
                        fans giving their seal of approval. Now the
                        company is looking forward to other cutting edge
                        manufacturing, capitalising on an innovative
                        manufacturing knowledge which has allowed
                        them to work on high-profile projects such as a
                        retractable turf crossing at Ascot racecourse.




                                                                                     Tell the world it’s Made in Sheffield.
                                                                                     The Mark of Quality Products.
                                                                                     www.madeinsheffield.org

30     MADE Sheffield                                           2009/10 Innovation                                         31
hOME TO ThE WOrlD’S OlDEST FOOTbAll
            TEAM, AND WiTh A hiSTOry OF SuCCESSFully
            hOSTiNG MAjOr SPOrTiNG EvENTS,
            ShEFFiElD iS A PErFECT hOST CiTy FOr ThE
            2018 WOrlD CuP.




Why EvEry
GAME iS A
hOME GAME
“ThErE ArE TWO FANTASTiC
                                                                                                                     STADiA iN ShEFFiElD STEEPED
                                                                                                                     iN hEriTAGE, bOTh OF WhiCh
                                                                                                                     ArE COMMiTTED TO PrOGrAMMES
                                                                                                                     FOr iMPrOvEMENT TO bOOST
                                                                                                                     CAPACiTy. ShEFFiElD PrOvED TO
                                                                                                                     bE A GrEAT hOST AT EurO ’96 AND
                                                                                                                     iT WOulD bE ThE PErFECT hOST
                                                                                                                     CiTy FOr ThE 2018 WOrlD CuP.”
                                                                                                                     GOrDON bANKS, ObE




                                                                                 Gordon Banks, oBE



Crossing all language barriers and        would be an unparalleled showcasehave: “The benefits economically                                                                                         is bidding to host the 2018 World
cultural divides, the FIFA World Cup                                       are huge but we’re also using this
                                          for Sheffield, at a time when it has                                                                                                                      Cup Bid and it would be tremendous
is one of the most widely recognised      reaped the benefits from years ofcampaign, and 2012, as a catalyst to                                                                                     for Sheffield to see international
and religiously followed sporting         development and placing it on thedrive developments that are already                                                                                      players coming to the city.”
events on the planet.                     world map as a centre of sportingin the pipeline. It’s about using the
                                          excellence.                      event to tackle wider issues. We’re
                                                                           already undertaking initiatives                                                                                          “HOSTING SUCH A LARGE-


W
           hen England reached                                             which address social, health and                                                                                          SCALE EVENT AS THE FIFA
           the quarter finals of the “THE SUCCESS OF THE                   education agendas. “People often                                                                                          WORLD CUP WOULD BE AN
           2006 FIFA World Cup        SHEFFIELD 2018 BID WILL HELP         talk about legacy post event but we’re                                                                                    UNPARALLELED SHOWCASE
in Germany, it was watched by a       builD A rElATiONShiP bETWEEN talking about legacy pre-event. We’re                                                                                             FOR SHEFFIELD.
                                                                                                                                                                                                                  ”
domestic audience of 30 million       ThE CiTy AND ThE rEST OF             not waiting for changes to happen.
people, and 24 billion people         ThE WOrlD, FUELLING SPORTS           We want to use the inspiration of
worldwide. over 300 million Euros     PARTICIPATION AND BRINGING           the event now to create positivity,                                                                                      Now the Sheffield 2018 bid is relying
were spent and 85,000 new jobs        COMMUNITIES TOGETHER.        ”       whether it be through jobs or a                                                                                          on Sheffield to act together, showing
were created. Now England wants to                                         change of lifestyle.                                                                                                     mass support to Back the Bid and
bring this global competition home,                                                                                                                                                                 see World Cup games hosted in
launching a bid to host the 2018     on top of the massive progression     “There is a feel good factor                                                                                             Sheffield. Wayne Coyle is determined
tournament. From Gordon Brown to Sheffield has made over recent            surrounding the World Cup but it                                                                                         that Sheffield makes it onto the list
David Beckham, household names       years, winning a campaign to host     has to be deep rooted in creating                                                                                        of 12 candidate host cities, to be
have been showing their support for the World Cup can only help push       real opportunities in the city.” It is                                                                                   announced in December, “We have
the campaign.                        the city further into the future. The only with the firm support of the                                                                                        a unique offering here in Sheffield,
                                     bid already has strong support from city’s residents that the campaign          and a total of 3.3m spectators, many   world. The FA itself invests £38m       with a strong history of football, the
In July, along with 15 other cities  partners across the city including    will succeed, and there is already        of them watching on big-screens        per year into grassroots football.      rules were written here and we have
across the country, Sheffield began both professional football clubs       a swell of engagement. ‘Back              in city centres. The success of the    32,000 schools encourage children       the oldest team. “We want to bring
a bid to become a FIFA World Cup     who are already making headway        the Bid’ days have taken place            Sheffield 2018 bid will help build     to play with 17,000 primary schools     football home – Sheffield wouldn’t
Host City – a place where football   on expanding the city’s stadia.       at schools and friendly football          a relationship between the city        among them. These children are the      be Sheffield without football but
history could be made. A unified     But the campaign isn’t just about     games are underway to increase            and the rest of the world, fuelling    future of football in this country,     football wouldn’t be football
city campaign, ‘Sheffield 2018’ is   football. The opportunities that an   awareness of the bid. When                sports participation and bringing      and they will be inspired by having     without Sheffield.”
now in full swing, being led by a    event of this scale can bring will    Germany hosted the 2006 FIFA              communities together. As a proudly     the world’s greatest players on their
high level team of delegates who     benefit every person living in the    World Cup™, the country’s tourist         multi-cultural city, Sheffield can     doorsteps. Former England Cricket
are working to generate support      city. Wayne Coyle, bid director for   industry enjoyed a $400m uplift.          celebrate its diverse community        Captain, Michael Vaughan, has
for the bid. Hosting such a large-   Sheffield 2018, is keen to stress the Hundreds of businesses benefited          through the tournament, engaging       shown his support for the bid.
scale event as the FIFA World Cup    positive effects the campaign could from 2 million international visitors       with similar cities throughout the     “I think it’s fantastic that England



34                       MADE Sheffield                                                                                                                     2009/10 Innovation                                                         35
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Made

  • 1. MADE MADe Sheffield Issue 001 2009/10 Business, ideas, culture, life, sport, Sheffield sPORT JessICA eNNIs The golden girl of British athletics Jessica Ennis talks about coming back from a career-threatening injury. Pages 20-23 LIGHTING THe FLAMe Sheffield is already warmed up on the starting blocks to make the most of 2012. Pages 24-25 INNOVATION RAIsING THe ROOF Sheffield company raises the roof at Wimbledon. Pages 30-31 BusINess sHeFFIeLD BusINess suRVeY Despite an economic downturn, the city has shown its resilience and dynamism. Pages 43
  • 2. A long weekend in orkshire isn’t long enough Get to know Visit or Call 0844 888 5122 for a free visitor guide quoting 4606
  • 3. CONTENTS What’s inside... ABOUT SHEFFIELD A WARM SHEFFIELD WELCOME BUSINESS LIFE IN THE SUPERFAST LANE Philip Wellington, Head Concierge at Sheffield looks set to become the TrANSFOrMATiON The Mercure, on welcoming people UK’s own version of Silicon Valley. to what he calls ‘a truly unique city’. Pages 36-39 Pages 6-7 Sheffield’s dramatic transformation BUCKING THE TREND over recent years has caused ripples 48 SHEFFIELD HOURS Nether Edge resident and PR Sheffield now has a range of world class suppliers who can compete at home and abroad. consultant, Sally Clarke, shares her with the best. secrets to the perfect weekend. Pages 40-42 Pages 8-11 SHEFFIELD BUSINESS SURVEY Note from Pages 43 CULTURE the editor IN THE FRAME NEW STORIES FROM EDITORIAL NICOLE GREEN At its heart has been city development Sheffield has really upped its Doc-Fest, the UK’s premiere A NEW CHAPTER company, Creativesheffield, who game in terms of the events and documentary festival, is gaining Building a competative point EDIToR have been charged with delivering experiences it offers. We’re now worldwide recognition. of difference. STEVE DOYLE Sheffield’s economic transformation. a key player, bidding for major Pages 12-15 Pages 44-45 STEPHANIE POTTER Nicole Green recently caught up events like UK City of Culture 2013, with their newly appointed Chief FIFA World CupTM Candidate Host DALE MORRELL A CLEAR SENSE OF DIRECTION NO SMOKE WITHOUT FIRE Executive, Paul Firth. City and continuing to invest in Tony award nominee, Daniel Creative meeting space in Sheffield’s PHOTOGRAPHY existing events such as the Grin Throughout its history, Evans, talks about his vision Kelham Island conservation area. DAVID SHORT “Over the past 10 years Sheffield Up North Comedy Festival, the Sheffield and its people for Sheffield’s theatres. Page 47 TOM JACKSON has gone through a remarkable biggest in England this year, and have been recognised Pages 16-19 TRACEY WELCH regeneration programme, International Documentary Film as inventive, culminating in the fantastic city Festival, Sheffield Doc/Fest. As well hardworking and FOOD & DRINK ILLUSTRATION centre we have today. as pushing on with these events, entrepreneurial. It’s a SPORT LITTLE CHEF’S BIG COMEBACK HWA YOUNG JUNG 2010 will kick off in style with the city that prides itself JESSICA ENNIS Pages 48-49 WITH SPECIAL THANKS TO Despite the recession, Sheffield re-opening of the refurbished on getting things done, The golden girl of British SALLY CLARK – LARK PR has had a great year: as Crucible Theatre. quietly and effectively, athletics Jessica Ennis talks MICHELIN MEN DAVE GRIMSHAW – well as the continuing irrespective of the about coming back from a Local produce proves a winning MAKE THINGS HAPPEN development of the As the UK’s first City of challenges faced. career-threatening injury. formula for Michelin-recommended physical infrastructure, Sport, Sheffield has an PRODUCED BY Pages 20-23 gastropub, The Milestone. inward investment enviable reputation for Sheffield is an amazing Pages 50-51 CREATIVE SHEFFIELD IN has been strong with producing sporting place, with amazing LIGHTING THE FLAME ASSOCIATION WITH IRIS healthy office take up talent, like golden girl people. It’s a city full of Sheffield is already warmed up SHEFFIELD FOOD & DRINK BRENDAN MOFFETT levels. The pioneering (and MADE cover star), extraordinary stories. on the starting blocks to make Pages 52-53 LAURA SISSONS Digital Region project is Jessica Ennis, and for What we need to do, the most of 2012. gathering momentum, hosting major national though, is get out there Pages 24-25 INNOVATION, PASSION, which will promote the and world championships and tell people these KNOWLEDGE… BEER! growth of the City’s scientific, across a variety of activities. stories. MADE is here HIGH AMBITION Based in rural Derbyshire, www.creativesheffield.co.uk creative and cultural knowledge to do just that. Climbing legend, Jerry Moffatt, Thornbridge Brewery is challenging base, and there have been some It’s important to positively change has scaled the world’s most the way people think about beer. nationally recognised events. how the outside world perceives our NiCOlE GrEEN difficult routes, yet still rates Pages 54-55 www.irisassociates.com This is fantastic for energising the city by shouting about our successes. Editor The Peak District. City and putting us firmly on the I want Sheffield to have a reputation Pages 26-27 map and has really boosted short as the best place to live and do ENTERTAINMENT break tourism. business in the UK”. SHEFFIELD MUSIC CITY INNOVATION Pages 56-57 All these developments and PAul FirTh MADE IN SHEFFIELD initiatives give us a really strong Chief Executive Some of the world’s most UPCOMING MUSIC platform to build from.I’ve been Creativesheffield innovative solutions in sports Pages 58-59 involved with Creativesheffield for technology are from Sheffield. a while, but in my new role as Chief Pages 28-31 U2 SUMMER 2009 Executive will be taking a much more The night Bono donned his shades hands-on approach — moving the city BACKING THE BID for a baying Sheffield crowd. forward as it develops even further. Sheffield has impeccable Pages 60-61 credentials to become a FIFA World Cup Host City. WHAT’S ON IN SHEFFIELD Pages 32-35 Pages 62 4 MADE Sheffield 2009/10 About Sheffield 5
  • 4. A WArM ShEFFiElD WElCOME Every time I welcome a guest to Sheffield, I do it with pride. As the Head Concierge of one of the city’s key hotels, I am often the first point of contact for anyone arriving in the city, and it is my job to show the city off properly. WRITTEN BY Philip Wellington, Head Concierge, Mercure Hotel I t is 15 years since I arrived has been exciting to chart the city’s people to the shops and bars on in Sheffield, when I made my transformations and successes Ecclesall Road or surrounding way up north from London, each time they arrive at the new rail areas, I always tell visitors to drive and I have never looked back. station or drive into the city centre. out to the Peak District. Having I have always seen a certain For the people arriving for the first a National Park just a short trip charm in Sheffield. It is a truly time, they are always taken aback away, with breathtaking views and unique city, full of quirky secrets at everything the city has to offer heritage sites like Chatsworth, is and fantastic people, which is and how cosmopolitan and exciting a unique asset to Sheffield and now matched by a truly stunning it now is. The improvements are by something that should be taken city centre. no means done. I am constantly advantage of. impressed with the plans and I am lucky enough to have witnessed developments, seeing the ongoing The number of visitors and big the amazing physical and cultural evolution of a city I have grown business events coming to the city transformation of the city at first to love. is growing, so I see a lot of new hand. New buildings have shot faces, but I try to remember every up, and the city is now almost guest I meet. of course this is a little unrecognisable, and it is just getting “I FEEL STRONGLY THAT EVERY easier when famous faces come better and better. Most importantly PERSON THAT VISITS SHEFFIELD through the city. Celebrities like for those of us living here, it hasn’t SHOULD FEEL AT HOME. Gordon Ramsay are full of praise for lost any of its unique charm. IT’S WHAT WE DO WELL.” Sheffield and have been impressed with how far the physical and Working right in the Heart of the cultural improvements have come. City, I am surrounded by some of The new Tudor Square development, my favourite parts of Sheffield. which has been eagerly anticipated, I like to think that when I open the The stunning Winter and Peace will make the Heart of the City even doors to a visitor, I am welcoming Gardens surrounding St Paul’s lead better. The theatres and restaurants them to an exciting and modern onto great cultural spaces like the give a real buzz to the centre and Sheffield, and I am proud to be an Millennium Galleries. I honestly there is always something going on to integral part of the city’s future. It couldn’t think of a nicer place to take the city from day into evening. certainly feels as though Sheffield is work – which makes my job of on the brink of something fantastic, showing off the city very easy. one of my favourite times of year and I like to think I am a small part of is when the annual World Snooker this exciting growth, just as everyone I feel strongly that every person that Championships come to the living and working in the city is. For visits Sheffield should feel at home. Crucible, as I am well placed to see now, I am proud to introduce MADE It’s what we do well. of course, some the excitement up close and greet magazine, and wish everyone a very of the people that pass through the thousands of people that flock warm Sheffield Welcome. our doors have been coming to the to the city. It’s not all about the city city for years. For those people, it centre though. As well as directing 2009/10 About Sheffield 7
  • 5. in Sheffield I live in the leafy, green, Nether on Abbeydale Road for a delicious The Leopold is Sheffield’s first plenty and lots of catwalk in Edale for a gallop on the moors Ashtanga Yoga, champagne tea, and Edge, so early Saturday coffee and bite to eat. Bragazzis is boutique hotel, converted from the inspired fashions to choose from. above the waters and forest of a gallop through some of the UK’s morning is a whirl around perfect for people watching (if you old boy’s school, with lots of original Everything is a one off so sole Ladybower and Derwent. Beautiful most stunning countryside. Sally Cemetery Road Park with can get a seat) and a browse through features and large arched windows ownership is assured! landscape and a blast of fresh air, Clarke shares some of her secrets the dog – one of Sheffield’s the papers. It’s a really vibrant little which flood the hotel with light plus a boost of adrenalin equals the to the perfect 48 hours in the city. hidden gems of architectural treats. meeting point which means you have and give a perfect view onto buzzy Saturday evening is usually a visit perfect way to spend three hours on There’s lots of green, a path for to get there early if you want to eat; Leopold Square. to Nonna’s on Ecclesall Road for a Sunday! WRITTEN BY running and plenty of squirrels for food goes fast in this place. Just excellent meat or fish or fresh Sally Clarke the terrier to ambush. It’s steeped up the road from there is Swallows pasta. It is independently run by a After working up an appetite we in drama and really atmospheric, a and Damsons who sell the most “BEAUTIFUL LANDSCAPE AND A team with consummate knowledge come back into the city centre for photographer’s dream. beautiful, fresh flowers – so I will BLAST OF FRESH AIR, PLUS A of Italian food, wine and life, as food at The Milestone, and then to usually buy a selection. BOOST OF ADRENALIN EqUALS well as faultless hospitality. It’s the The Showroom to catch an offbeat Yoga Shala on London Road is the THE PERFECT WAY TO SPEND guarantee of a quality evening out late afternoon film. Another full next stop, for Ashtanga yoga – I would spend early Saturday THREE HOURS ON A SUNDAY!” that has given the award-winning weekend and by Sunday evening otherwise known as power yoga afternoon on the other side of restaurant national recognition. we will be back at the house for a – which is energetically challenging Nether Edge, down in Sharrow Vale snooze in front of the fire, ready to say the least, but particularly and around Banner Cross, to indulge Last stop on the purchasing front Sunday morning is all about the for the roast in the oven from satisfying. Pete Gill who runs the in browsing and catching up with would be the quirky Shops & great outdoors and less about Saturday’s purchases plus a Shala is an excellent teacher who people. There are some fantastic Boutiques at the Forum. This is the hustle and bustle of City life. particularly good rifle through the has worked with top athletes to organic and locally sourced food where Sheffield’s originality and Literally a five minute drive you are Sunday papers. What more could improve fitness and posture. His shops – so I can stock up on treats style can be seen. Syd & Mallory’s in the National Park’s Peak District, you ask for? classes are extremely popular given for Sunday. For an indulgent late is a favourite for re-worked vintage which is beautiful for a stroll or his sport orientated approach. afternoon treat, The Leopold Hotel and beautiful handmade bags. more testing hike. Add another 15 To undo some the good work at does very chic champagne teas. The Shops & Boutiques are all minutes onto that and the stop Yoga Shala it’s off to Bragazzis independent – so there is charm-a- would be Ladybooth Riding Centre 8 MADE Sheffield 2009/10 About Sheffield 9
  • 6. “Saturday evening is usually a visit to Nonna’s. A team with consummate knowledge of Italian food, wine and life, as well as faultless hospitality. ”
  • 7. F or over 1000 documentary mix with emerging talent to pitch makers and media ideas and secure funding. This heavyweights, there is emphasis on relationship building only one place to be each and co-production between November... For five different countries has driven the intense days, Sheffield’s cultural ongoing success and notoriety of quarter becomes a boardroom the festival. and playground for a host of documentary makers, and for Thanks to MeetMarket, over emerging new talent, could be the £4 million worth of deals were place where dreams are made. initiated during the event last year, with 53 unique projects Sheffield’s annual Doc/Fest is now pitched. Even globally recognised the UK’s premiere documentary documentary maker, D. A. festival, celebrating the art and Pennebaker secured funding for business of documentary making. his latest project The Collar, which The packed schedule of film will be shown at this year’s event. showings, masterclasses and Charlie Phillips, the marketplace controversial discussion panels, director of the festival, sees the as well as the festival’s Meetmarket as a ‘vital’ part of the unique networking documentary industry calendar. “It DOC marketplace and is especially important for the rest pitching forums have of the world to come and see what earned the event UK commissioners have to offer.” world-wide recognition. FEST Now in its 16th year, the festival has expanded FROM HOME-GROWN FILMS TO WORLDWIDE NAMES IN FILM- 2010 beyond all expectations, MAKING, DOC/FEST IS NOW with attendance FIRMLY IN PLACE AS THE MOST doubling year on year IMPORTANT DATE IN THE over the past four INDUSTRY CALENDAR. festivals. of course, with a city that’s driven by innovation and originality, it’s little wonder “Doc/fest is the most important that Doc/fest is moving forward and generator of finance into the is now much more than a five-day documentary industry, but it also event. Doc/Fest is a year-round feeds off the thriving creative service provider to the industry, economy in the city itself.” over with ongoing support, activities and the years, film-makers have been workshops. making the annual pilgrimage to Sheffield, and the city has earned The festival is working to open a reputation for being a top notch up new markets for funding and host, providing the perfect backdrop In the embracing the future of new for creative relationships to flourish. technologies; experimenting in Delegates appreciate what the cross-platform and interactive city has to offer and welcome the media. one of the ongoing projects chance to work in a communal and the festival is producing are the supportive environment. Crossover Labs, an international programme which gives producers As Charlie notes, Doc/Fest has also from across different genres fed back into the city, and the future training opportunities to prepare of the festival is perfectly tuned to themselves for the digital and the Sheffield’s development as the Frame cross-platform world. This is in creative and digital heart of the UK. addition to monthly events at the Heather Croall, Festival Director, heart of Doc/Fest, The Showroom, says that the changes in Sheffield and pitch-training workshops over recent years have made a big around the world. impact on delegates. “We have representatives attending Doc/ Doc/Fest is just as much about the Fest from large media companies people who make documentaries such as the BBC, Channel 4, SKY, as it is about the art form itself. The and Virgin. “Most of our delegates ” festival’s MeetMarket is now one have been coming to Sheffield year of the biggest draws to industry after year and they are amazed figures, where world-renowned at the ongoing improvements to documentary makers enter the the city. It is a great opportunity Above image: Heather Croal, Festival Director 12 MADE Sheffield 2009/10 Culture 13
  • 8. ShEFFiElD’S ANNuAl DOC FEST iS NOW ThE uK’S PrEMiErE DOCuMENTAry FESTivAl, CElEbrATiNG ThE ArT AND buSiNESS OF DOCuMENTAry MAKiNG. to show the digital media world hit Thatcher years, The Beat is the and media platforms and attracting that Sheffield means business as Law, shows the social and musical leading people to the only city in the a city.” “Sheffield has an excellent defiance of a city – Sheffield – world it can call its home. reputation for having a wealth through in-depth interviews with of companies working within the artists and eyewitnesses including digital, games and interactive Jarvis Cocker and Richard Hawley, “SOME OF THE GREATEST sectors and I hope we can help together with unique 80’s archive BENEFICIARIES OF THE FESTIVAL many creative businesses link up footage and music. ARE THOSE BORN OUT OF with others at the festival.” THE CITY ITSELF. ” From home-grown films to Some of the greatest beneficiaries worldwide names in film-making, of the festival are those born Doc/Fest is now firmly in place out of the city itself. Sheffield as the most important date in documentary maker, Eve Wood’s the industry calendar. This year’s newest offering will be debuted festival is set to be the biggest and at the festival this year. A cultural most influential yet, further pushing documentary set in the recession- the boundaries of documentary 14 MADE Sheffield 2009/10 Culture 15
  • 9. Sheffield Theatres’ new Artistic Director, and Tony award nominee, Daniel Evans, is excited by the opportunity to fulfil his childhood dream of running a theatre in a city with which he feels a ‘special connection’.
  • 10. Daniel Evans is brimming with infectious energy. Perched on a stool in the centre of London’s theatre district, he delivers an excited monologue about his new role as Sheffield Theatres’ Artistic Director, and a new chapter for the company itself. O livier-award winning actor, Daniel Evans, officially took over the role of Artistic Director in June this year and has been charged with launching the new season in 2010. This is a tough challenge at the best of times, however this will be no ordinary season for Sheffield Theatres. The Crucible has undergone a tapestry of productions, with the successful musicals and dance massive £15.3m renovation and in world premiere of Sisters, which acts, with the dynamic main stage February, when the new season tells the real life stories of Muslim of the Crucible and its sister Studio launches, will have been in the dark women in Sheffield, American play space, makes up Sheffield’s own for two long years. The pressure True West and a new adaptation of diverse theatre-land. is on to impress; however Evans Alice in Wonderland – called simply seems unfazed by the challenge. Alice – by a young Sheffield-based on the new Crucible building itself “Sheffield is full of theatre lovers playwright, Laura Wade. Evans says it is very much about and the feeling we have from improving the audience experience, the city is excitement, they are with entirely redesigned bar and desperate for us to open and we are “I THINK, CULTURALLY, cafe areas, workshop spaces and desperate to start producing again.” SHEFFIELD IS ONE OF THE a new foyer. The theatre will also UK’S bEST KEPT SECrETS! benefit from more advanced rigging For a star who had just returned CONSIDER THE SPHERE and improved wardrobes, which will from a stint on Broadway in New OF ART AND THEATRE, allow for the development of more York, where he was nominated for AND THERE ARE COUNTLESS, ambitious projects. a Tony award for his performance SMALLER COMPANIES THAT in Sunday in the Park with CREATE INNOVATIVE AND “The iconic status of the Crucible George, many people may ask: CHALLENGING WORK.” will now shine through. The theatre why Sheffield? However, having will be a place where people don’t appeared on-stage at the Crucible just come to see performances, in Cloud Nine and The Tempest it It is with the impatience of a child they will hang out in the cafe or bar seemed a natural progression for at Christmas that Evans announces and there will be workshops going Evans to fulfil his childhood dream the Crucible’s housewarming on and tours. “I want it to be both an of running a theatre in a city where season. With building not quite yet awe-inspiring and welcoming place he feels a special “connection”. complete and paint drying on the to be.” The changes to the theatre walls, the Crucible will open its come at a time when the city is Now five months in, with his feet doors briefly at the close of 2009, making a mark as a home of culture, firmly under the table, Evans with performances by Sheffield with the bid to be the UK’s City of has a clear focus. He is intent legend Richard Hawley, Jo Brand Culture well under way. on producing a programme of and Germaine Greer, as well as a “relevant” shows, performances new play, Confessions of a City, that reflect the values of Sheffield that brings together real people to Evans is in full support of the bid, Evans’ drive towards inclusion is and resonate with its people. “I want reveal their personal experiences and is, unsurprisingly, excited once clear. When he talks about ‘our “THE CHANGES TO THE THEATRE the people of Sheffield to identify of Sheffield. again at a mention of the proposal. stage’ you get the feeling he is COME AT A TIME WHEN THE CITY with the productions and I want “I think, culturally, Sheffield is one of talking about more than just the IS MAKING A MARK AS A HOME to fuel topical debates, I want the For all that is beginning, Evans is the UK’s best kept secrets! Consider close-knit team in the theatre. OF CULTURE.” theatre to speak to the city now.” already thinking what he’d like his the sphere of art and theatre, He is talking about the city. “The legacy in Sheffield to be. His goal and there are countless, smaller theatres belong to Sheffield, and The first play on the new is to “continue to deliver a richly companies that create innovative they also have great national programme intends to do just that, mixed diet of productions”, which and challenging work. When you significance. The Crucible is and somewhat bravely, Evans is is something he sees as uniquely think about all the galleries and undergoing a transformation, as is directing it himself. “I wanted to possible in the newly renovated dance venues in Sheffield, and the the city itself. I cannot wait to be arrive with a bang. An Enemy of the Tudor Square. bands that have emerged from part of the renaissance.” People is a strong, civic play which the city over the last thirty years I think people will identify with.” The commercial draw of the Lyceum, you start to get my point. Art is Following on from there is a strong which has attracted globally everywhere in Sheffield.” 18 MADE Sheffield 2009/10 Culture 19
  • 11. gold- podiu m a s a a Enni s n th e top tier mpi on , Je ssi c ports Sta ndin g o in g World Ch a a children’s s winn y from m e d al on g wa adium . eal h ad com Don Valley St n ca m p i
  • 12. ThErE’S STill SO MuCh i WANT TO AChiEvE, i’M ThrillED TO bE WOrlD ChAMPiON buT ThiS iS juST ThE bEGiNNiNG.” S tanding on the top tier as firm favourite to win The Sports The journey hasn’t always been easy “of course, now everyone is focused in Berlin, Sheffield University amazing year already and I’d podium as a gold-medal Personality of the Year Award when and the victory in Berlin couldn’t on 2012, it’s extremely exciting, graduate Ennis has returned home love to win something but just winning World Champion, it takes place in her home city have come a day too soon for Ennis, with it being in London and after to Sheffield, where her intense to be nominated is an honour.” Jessica Ennis had come and as the athlete to bring home who sees it as her “comeback” what happened before Beijing. It’s training is continuing every day. a long way from a gold in 2012. following a devastating injury last going to be tough, it will be my first “I’m really looking forward to children’s sports camp in Don Valley year. Just two months before the olympics but I’m hoping to bring From training in mid-Winter in going but with it being in Sheffield Stadium. It was there, aged 10, 2008 Beijing olympics, after months home a gold medal.” Her hopes Chelsea Park near her home, to it’s even more special. It’s really that Ennis first set foot on the red “THE JOURNEY HASN’T ALWAYS of dedicated training, Jessica are matched by observers and working with advanced technology important we’re joining in with tarmac which would propel her to BEEN EASY AND THE viCTOry iN suffered a dramatic triple stress bookmakers across the country, but at the English Institute of Sport, events like 2012 and hosting the global success. A shining example bErliN COULDN’T HAVE COME A fracture to her right foot, which she is keen not to get carried away. Ennis has taken full advantage Sports Personality of the Year of determination, talent and hard- DAY TOO SOON FOR ENNIS.” destroyed her firmly-set plans to Anything other than presumptuous, of the city she carved out her Awards. It’s a great opportunity work, Ennis this year secured compete. Not only was she ruled out she is a grafter and despite her career, and is full of praise for its for people to get involved in Britain’s first heptathlon gold of the olympics, but it forced her to world-wide acclaim, her feet remain facilities and support structures sports and see what Sheffield can medal in the World Championship’s “It’s just a very weird feeling to retrain entirely to take off from her firmly on the ground. for training sportsmen and women. offer.” of course Jessica’s fierce 26-year-history – and her own be at this stage of my career. other foot in the long jump. “Sheffield is a great place to train determination, success and good future as one of Britain’s greatest I started doing athletics when I as an athlete. We’ve got world class looks will fare her well when it sportswomen. was 10 and it was always a hobby, The injury was a major set-back, “NOW IN THE RUN UP TO THE sports facilities like Ponds Forge comes to gaining sponsorship, so now to be making this my living both physically and emotionally and SPOrTS PErSONAliTy OF and the support I received from the and she has been in high-demand Her strength and all-round is just amazing.” Before a two- left the 23-year old wondering if ThE yEAr AWArD, PLENTY English Institute of Sport was really since her win in August. repertoire, which sees her taking week summer sports camp, which her career might be cut short. She OF EYES ARE ON ENNIS AND important during my recovery – I hurdles, high jump, shot-put, she reluctantly went on during a has called the year out a “disaster”, ON SHEFFIELD. have always seen it as an important At 23 she’s a World Champion at the javelin, long jump, sprints and races summer holiday ten years ago, Ennis but fiercely determined Ennis has part of my success.” relative early stages of her career. in her stride has wowed observers had no special interest in sport. transformed adversity into success. With the dedication and drive that and smashed records. She However, she quickly realised she “It was a horrible, horrible time, “There are more championships Now in the run up to The Sports saw her return from a potentially dominated the World Championship had a talent for athletics: “Coaches I had to get back into shape after to focus on before the olympics, Personality of the Year Award, career-ruining injury, and with the event at the olympic Stadium in would come up to me and tell me taking a lot of time off and I worked the World Indoors and European plenty of eyes are on Ennis and on support of National Athletics coach, Berlin, which resulted in a final I was quick but I also just started really hard. To win the World’s this Championships another World Sheffield. of course, she is modest Toni Minichiello, it seems there’s point’s tally of 6,731 – only 100 making friends and enjoying it. year was a dream come true.” Now Championships.” “I’m just training about her nomination, but sees no stopping Ennis. “There’s still so points short of the record set by I started training and when I got no mention of Ennis’ success goes as hard as I can to do as well as I can the importance of the city hosting much I want to achieve, I’m thrilled Denise Lewis in the year she won the another coach when I was 13, without a nod towards an olympic in those events first.” After a brief the event. “I’m really looking forward to be World Champion but this is olympic gold. Since then Sheffield- it all went from there.” gold in 2012. break following her success to the Awards. obviously it’s been an just the beginning. ” born Jessica has been marked out 22 MADE Sheffield 2009/10 Sport 23
  • 13. lESS ThAN 1000 DAyS TO GO On the 31st October 2009 there were 1,000 days to go until the opening ceremony of the London 2012 Olympic and Paralympic Games, the biggest sporting event to be held in the UK in over 50 years. S ince it was announced Members of GB Boxing, GB Diving, Central to Sheffield’s Major Sports in 2005 that London the British Table Tennis Federation Events and 2012 Programme is Gary would be the host city and GB Volleyball all base their high Clifton from Sheffield City Council. for 2012, Sheffield has performance centres in the city. He has been charged with managing sprung into action to take and developing the line-up of major full advantage of what will be the Hosting the 2012 olympic and events in the city. Gary said: world’s biggest sporting event.The Paralympic Games brings massive city has strategically used sport as opportunities. There are thousands of “Sheffield has always been at the part of its ongoing regeneration, contracts related to London 2012 that forefront of sporting success and identifying early on that it is well can be fulfilled in Sheffield, as the that’s where we want to stay. London placed to take make the most of the city region boasts businesses with 2012 has provided a huge range of London 2012 Games, commercially unique capabilities, and the skills opportunities and we have been quick and culturally. and expertise to deliver this work. to take advantage and capitalise on what is the biggest sporting event Leading up to 2012, athletes from in the world.” “Thanks to Sheffield’s “ONE OF 2012’S all over the world will visit the UK history of hosting major events, the BRIGHTEST HOPES, as part of their preparations, many city has, more recently, been working JESSICA ENNIS, basing themselves in Sheffield with UK Sport and the Regional IS ShiNiNG A to take advantage of its world- Development Agency, Yorkshire liGhT ON ThE class facilities and sport science Forward, to bid for several events ExCEllENCE iN expertise. Sheffield’s international between now and 2012. We’ve been SPOrT THAT sporting facilities, managed by successful in securing the FINA Diving SHEFFIELD Sheffield International Venues, and World Series for three consecutive CAN PRODUCE.” sports science support at Sheffield years, the English open Table Hallam University and the English Tennis in 2009, the World Goalball Institute of Sport, will enable Championships in 2010 and European Working as a partnership called Sheffield to host international Fencing Championships in 2011.” ‘Lighting the Flame for Sport’, teams and build relationships organisations and individuals with countries from all over the In a city like Sheffield, an event like from across Sheffield and the world. In May 2009, Sheffield and the olympic Games can make a South Yorkshire region have joined Leeds signed a Memorandum of really positive impact, it is up to the together to ensure the city and its Understanding with the Serbian city now to make the most of it. people will directly benefit. olympic Committee and talks are on-going with the Brazilian and The Games are an opportunity for Chinese olympic Committees. everyone in the city to get involved in sport. In 2009, 7500 people Mr Gustavo Satio Harada from Above image: Don Valley Stadium registered to take part in the Great the Brazilian olympic Committees Yorkshire Run and there are a series technical department commented: of sporting events lined up for 2010. “Sheffield is not only a beautiful one of 2012’s brightest hopes, city with a great youth and full Jessica Ennis, is shining a light of life environment, but also has on the sporting excellence that state of the art sport facilities, with Sheffield can produce. However, she which the Brazilian athletes would is just one of a growing number of have all their needs for their 2012 athletes nurtured in Sheffield. preparation fulfilled.” 24 MADE Sheffield 2009/10 Sport 25
  • 14. High “ThE PEAK DiSTriCT hAS SOME OF ThE hArDEST rOuTES iN ThE WOrlD, AND SOME OF ThE Ambition TOuGhEST. iT rEAlly iS WOrlD ClASS AND ThE SCENE iN ShEFFiElD AND ThE PEAKS iS SECOND TO NONE.” Jerry Moffatt is a veritable legend and no competitions, yet this was all In 2002, Moffatt named The Ace, of the climbing world, making set to change when he set his sights in Stanage, a new addition to his history over the past twenty years on America’s challenging rock faces. double figured list of first ascents with some of the most dangerous Training in Stanage, in the depths of in the Peaks. But this marked the and impressive climbs in the sport. winter and sleeping in yet another end of professional climbing for desperate location – a “horrible Moffatt, and he gave up a life of H little limestone cave” – Moffatt climbing to pursue business and is story began with a honed his skill and strength. family commitments. Now living pilgrimage to the Peak in Sheffield, Moffatt co-owns the District. It was to here, Foundry climbing wall and despite driven out of school by “THE PEAK DISTRICT HAS having travelled across the globe his search for adrenalin SOME OF THE hArDEST to climb, still has ultimate respect and his raw passion for climbing, rOuTES iN ThE WOrlD, AND for the rocks to be found on his that he made his way aged just SOME OF THE TOUGHEST.” doorstep. “The Peak District has 17 and began to set the standard some of the hardest routes in the for climbers everywhere. He slept world, and some of the toughest. rough for two years, living as close “I always wanted to drive myself It really is world class and the as he could to world-class climbs and be the best, try the hardest scene in Sheffield and the Peaks and immersing himself in the scene. routes and do them in the fastest is second to none. The now famous ‘Stoney Woodshed’ time. I knew that America was that Moffatt called his home is a where I had to go to prove myself.” “There are a few really good climbing generously quaint name for the In America, his ascent of some of walls, universities and colleges with stark wood shelf set into a Stoney the hardest routes in the world put massive climbing scenes, all on the Middleton crag. With no shelter and him in the limelight and gathered doorstep of the Peak District.” He no money to his name, Moffatt and industry attention. It was here that mentions taking his two young children a group of like-minded enthusiasts the sponsorship deals began to roll out to the Peaks, to the place he spent lived on white bread and tomato in. However in 1985, after years of so much of his youth training, but he ketchup, just enough to sustain unrelenting climbing, a poor diet and stands firm on the idea of them getting them until the next climb. unforgiving living circumstances, involved in the sport. “Not a chance, the effects of Jerry’s lifestyle took it’s far too dangerous. No climbing or “When I look back I was addicted. its toll. motorbikes, they can play golf instead.” We had no money because we were all on the dole, and would hitch He suffered an injury to his elbow, His autobiography, revelations, rides across the Peak District to which was eventually diagnosed as has been shortlisted for the 2009 different routes. “We were chasing compressed nerves and put him Boardman Tasker Prize for Mountain the thrill every day.” By the age of out of action for nearly two years. Literature, another highlight to 18, Moffatt had already climbed the However, never one to be beaten, add to his unending success story. most difficult routes in the country, Moffatt came back from his injury When it is suggested he may not at some of the quickest speeds and with a vengeance and entered into win the award, a glint of Moffatt’s had made a name for himself as the the newly competitive world of sheer determination shines through: greatest climber in the UK. climbing, and sweeping up at global “I’d cause a scene and walk out of events. In 1989 he won the first the ceremony,” he laughs, “It was “The emphasis then was on trying to ever World Cup competition and in rigged!!... There’s no point in even climb dangerous routes. Danger was 1990 he named Liquid Amber, a first going if I’m not going to win.” a huge part of it, I always wanted to ascent which he claims to be his push the mental side of it as well proudest moment to date. “When He jokes, but you get the impression as the physical. Later on, I would you climb a piece of rock that he is deadly serious and that it is this drive my motorbike at breakneck no-one has done before, you can attitude which has taken him to the speeds out to the Peaks then climb name it whatever you want, and height of his success, ever since those a rock face with no ropes. It was you grade it. Then other people try cold nights in the Stoney Woodshed. always about chasing a buzz.” When to repeat it. Some of mine weren’t Moffatt began climbing in the 1980’s repeated for a very long time. Even there was no money to be made in now, Liquid Amber has only been the sport. There was no sponsorship done a couple of times.” 26 MADE Sheffield
  • 15. minute window for success. There is no room for error. This philosophy MADE is key to our core values, the pillars of our business – performance, innovation and cutting-edge technologies. iN The company has benefitted from the opportunities that have arisen from locating in the AMP, somewhere that innovation is celebrated and collaboration with ShEFFiElD surrounding high-end technology businesses is encouraged. Bromley have done this with ease, and they now work closely with both Dormer and the Advanced Manufacturing Research Centre. “FURTHER THAN BOBSLEIGHS AND WINTER SPORTS. THE COMPANY IS CURRENTLY UNDERTAKING A RANGE OF BUSINESS ACTIVITIES, FROM MOTORSPORT TO MEDICAL, ICE-SPORTS TO SATELLITES. ” Maddock has seen the benefits of T relocating to Sheffield first hand: Olympian Bobsleigh champion, he Bromley brothers have behind their products – what they refer range of innovative adrenaline further than bobsleighs and winter “The Advanced Manufacturing Kristan Bromley and his come a long way since to as ‘Athlete inspired technology’. fuelled winter sports products, sports. The company is currently Park is the perfect environment for brother Richard had one dedicated creating Bromley Ice and is looking to take a slice of a undertaking a range of business any business with innovation at its mission when they created Sports. They are now one As the company expanded in global sports market worth around activities, from motorsport to heart to ensure we take the lead Bromley Ice Sports; to develop of Sheffield’s strongest both size and scope, it needed $500bn per year. medical, ice-sports to satellites. in our market. The businesses on the fastest, prize-winning innovation companies, and a home that would complement Under the Bromley Technologies the park are immersed in advanced Skeleton Bobsleighs possible. Bromley’s equipment has helped its drive towards research and The product range will be created banner, the company now has two manufacturing and understand secure over 40 world class prizes, development success and high-end using the team’s expertise in elite divisions in addition to Bromley the challenges of designing and including two olympic medals. manufacturing. So, in october 2006 sport, aerospace and Formula one Sports. The design consultancy, manufacturing high performance Kristan became the first athlete in Bromley Technologies relocated to engineering and R&D into new high PES Performance Engineering materials which fully compliment the world to win the ‘triple crown’ of the Advanced Manufacturing Park, performance materials. This new Solutions and R&D focused, Team our business” Skeleton Bobsleigh Championships following Kristan’s appointment to chapter adds another string to the Innovation are all part of the Bromley in one year during 2008, and his an associate Professor position bow of a company that want to Technologies stable and have secured With a 15 year pedigree, the fiancée Shelley Rudman clinched and Shelley’s Honorary Teaching ‘continually push the boundaries their place as one of Sheffield’s business is now preparing to look silver with Great Britain’s only Fellow post in Sheffield Hallam of conventional thinking’. strongest innovation companies. for investment to take it to the next olympic medal in the 2006 Torino University’s Centre for Sports exciting stage and launch a number games. She is currently world and Exercise Science. operations Director, Mike Maddock, of innovative and potentially market number two. “REMEMBER IN BOBSLEIGH himself a former Skeleton bobsleigh disruptive products. With a body of Now, as well as designing and COMPETITION, YEARS OF athlete, Royal Navy diver and core staff that has experience with These ongoing successes have been manufacturing the elite sled, DEDICATION ARE CONDENSED operations Director with a large McLaren, Toyota F1 and Reynard, realised through the innovation Bromley Technologies is expanding INTO A 2.5 MiNuTE WiNDOW leisure retail company, saw qualities and in medical and satellite and success of Bromley Ice Sports, into the commercial market. The FOr SuCCESS. ” of clear focus and dynamics in these projects, the Bromley Team is more the growth of the company which company are working with a select opportunities to drive Bromley than ready to take the next step and is now Bromley Technologies, and number of key local businesses Technologies forward. “Remember is perfectly placed in Sheffield’s the unique combination of sport, to undertake a range of projects In this vein, it is not surprising that in bobsleigh competition, years of AMP to do so. engineering, science and technology including the development of a Bromley Technologies is going dedication are condensed into a 2.5 28 MADE Sheffield 2009/10 Innovation 29
  • 16. MAKiNG A rAiSiNG In an uncharacteristic show of good fortune, Wimbledon was blessed with sunshine this year, Cliff Richard didn’t sing and spirits were high. NET PrOFiT Part of the success of Wimbledon was due to the Sheffield has a history of ThE rOOF AT highly innovative and much disputed retractable producing cutting edge design, roof for Wimbledon’s Centre Court, which was and truly great design solves real formally revealed to the public in June 2009. problems. Usable, problem-solving What many of the players and fans didn’t design is something Sheffield know was that this was carefully designed Hallam University graduates and and created by a Sheffield company, SCX. entrepreneurs, Allen Holland and WiMblEDON William Parsons are dedicated The Wincobank-based company worked on the to. Two years ago they formed project for five years, after they were aproached Quick Play Sports with Steven to create a state-of the-art retractable roof for Crosby with the aim of solving Wimbledon. Simon Eastwood of SCX in Sheffield sporting problems, simply, through said: “It’s probably the most technical handling innovation and design. Their solution ever in the world! inspiration came after years of lugging heavy, complicated goal “Most other moving machinery only uses one posts to football matches, using method of moving, but because the Wimbledon traffic cones or ‘a pair of well placed roof is bow-shaped, it has three methods of trees if you were lucky’. moving. “The biggest problem with that is synchronising the motors and the actuators over two years they worked on an and knowing exactly where the roof is at any one innovative design for portable goal time. Technically it was an enormous challenge.” posts. The result was Kickster, a The initial brief was to make sure the roof at light-weight portable football net. Wimbledon closed in 10 minutes so that at the Kickster has become so successful first signs of rain, the courts would stay dry. As that they turned down a cash it turns out, rain proved only a fleeting problem investment offer from Duncan but saw the roof spring into action briefly, when it Bannatyne on the BBC’s design managed to cover the court in just eight minutes. and innovation show, Dragon’s Den. They have already designed similar The Made in Sheffield roof also allowed matches nets for hockey and lacrosse and to continue after darkness fell. Andy Murray, are continuing to innovate and who called the roof “beautiful” sealed the latest design new sports products. victory in Wimbledon history, with finishing time of 10.30pm. With advanced technology “one of the key reasons we stayed in that tested the atmospherics, the whole centre Sheffield and started our company court could be maintained at a certain heat and here was the support we received humidity for prolonged periods of time, and play from Sheffield Hallam University could resume in record time. and their Enterprise Centre. They also host a competition for student business start-ups, which Will and I ANDY MURRAY, WHO CALLED THE won in 2006 and really helped us on ROOF “BEAUTIFUL” SEALED THE LATEST our way.” VICTORY IN WIMBLEDON HISTORY, WITH FINISHING TIME OF 10.30PM. Eastwood is proud of the work his team has done: “We’ve got a really strong technical department and we pride ourselves on solving very technical difficulties in mechanical handling.” The 3,000-tonne roof was a huge success, with legendary players and dedicated fans giving their seal of approval. Now the company is looking forward to other cutting edge manufacturing, capitalising on an innovative manufacturing knowledge which has allowed them to work on high-profile projects such as a retractable turf crossing at Ascot racecourse. Tell the world it’s Made in Sheffield. The Mark of Quality Products. www.madeinsheffield.org 30 MADE Sheffield 2009/10 Innovation 31
  • 17. hOME TO ThE WOrlD’S OlDEST FOOTbAll TEAM, AND WiTh A hiSTOry OF SuCCESSFully hOSTiNG MAjOr SPOrTiNG EvENTS, ShEFFiElD iS A PErFECT hOST CiTy FOr ThE 2018 WOrlD CuP. Why EvEry GAME iS A hOME GAME
  • 18. “ThErE ArE TWO FANTASTiC STADiA iN ShEFFiElD STEEPED iN hEriTAGE, bOTh OF WhiCh ArE COMMiTTED TO PrOGrAMMES FOr iMPrOvEMENT TO bOOST CAPACiTy. ShEFFiElD PrOvED TO bE A GrEAT hOST AT EurO ’96 AND iT WOulD bE ThE PErFECT hOST CiTy FOr ThE 2018 WOrlD CuP.” GOrDON bANKS, ObE Gordon Banks, oBE Crossing all language barriers and would be an unparalleled showcasehave: “The benefits economically is bidding to host the 2018 World cultural divides, the FIFA World Cup are huge but we’re also using this for Sheffield, at a time when it has Cup Bid and it would be tremendous is one of the most widely recognised reaped the benefits from years ofcampaign, and 2012, as a catalyst to for Sheffield to see international and religiously followed sporting development and placing it on thedrive developments that are already players coming to the city.” events on the planet. world map as a centre of sportingin the pipeline. It’s about using the excellence. event to tackle wider issues. We’re already undertaking initiatives “HOSTING SUCH A LARGE- W hen England reached which address social, health and SCALE EVENT AS THE FIFA the quarter finals of the “THE SUCCESS OF THE education agendas. “People often WORLD CUP WOULD BE AN 2006 FIFA World Cup SHEFFIELD 2018 BID WILL HELP talk about legacy post event but we’re UNPARALLELED SHOWCASE in Germany, it was watched by a builD A rElATiONShiP bETWEEN talking about legacy pre-event. We’re FOR SHEFFIELD. ” domestic audience of 30 million ThE CiTy AND ThE rEST OF not waiting for changes to happen. people, and 24 billion people ThE WOrlD, FUELLING SPORTS We want to use the inspiration of worldwide. over 300 million Euros PARTICIPATION AND BRINGING the event now to create positivity, Now the Sheffield 2018 bid is relying were spent and 85,000 new jobs COMMUNITIES TOGETHER. ” whether it be through jobs or a on Sheffield to act together, showing were created. Now England wants to change of lifestyle. mass support to Back the Bid and bring this global competition home, see World Cup games hosted in launching a bid to host the 2018 on top of the massive progression “There is a feel good factor Sheffield. Wayne Coyle is determined tournament. From Gordon Brown to Sheffield has made over recent surrounding the World Cup but it that Sheffield makes it onto the list David Beckham, household names years, winning a campaign to host has to be deep rooted in creating of 12 candidate host cities, to be have been showing their support for the World Cup can only help push real opportunities in the city.” It is announced in December, “We have the campaign. the city further into the future. The only with the firm support of the a unique offering here in Sheffield, bid already has strong support from city’s residents that the campaign and a total of 3.3m spectators, many world. The FA itself invests £38m with a strong history of football, the In July, along with 15 other cities partners across the city including will succeed, and there is already of them watching on big-screens per year into grassroots football. rules were written here and we have across the country, Sheffield began both professional football clubs a swell of engagement. ‘Back in city centres. The success of the 32,000 schools encourage children the oldest team. “We want to bring a bid to become a FIFA World Cup who are already making headway the Bid’ days have taken place Sheffield 2018 bid will help build to play with 17,000 primary schools football home – Sheffield wouldn’t Host City – a place where football on expanding the city’s stadia. at schools and friendly football a relationship between the city among them. These children are the be Sheffield without football but history could be made. A unified But the campaign isn’t just about games are underway to increase and the rest of the world, fuelling future of football in this country, football wouldn’t be football city campaign, ‘Sheffield 2018’ is football. The opportunities that an awareness of the bid. When sports participation and bringing and they will be inspired by having without Sheffield.” now in full swing, being led by a event of this scale can bring will Germany hosted the 2006 FIFA communities together. As a proudly the world’s greatest players on their high level team of delegates who benefit every person living in the World Cup™, the country’s tourist multi-cultural city, Sheffield can doorsteps. Former England Cricket are working to generate support city. Wayne Coyle, bid director for industry enjoyed a $400m uplift. celebrate its diverse community Captain, Michael Vaughan, has for the bid. Hosting such a large- Sheffield 2018, is keen to stress the Hundreds of businesses benefited through the tournament, engaging shown his support for the bid. scale event as the FIFA World Cup positive effects the campaign could from 2 million international visitors with similar cities throughout the “I think it’s fantastic that England 34 MADE Sheffield 2009/10 Innovation 35