Newcastle-under-Lyme: Attracting the circus crowds
Andrew van Buren with sculpture of Phil Astley © Andrew van Buren
Newcastle-under-Lyme’s father of modern circus
“Philip Astley could be to Newcastle-under-Lyme what Shakespeare is to Stratford-upon-Avon”, says Andrew van Buren, the Showman from Newcastle-under-Lyme advising the Town Deal Board on plans to create an internationally recognised circus hub in the Town as part of their Town Investment Plan.
As a child Andrew van Buren toured the country with his parents' illusion magic show. He was raised on the stories of Philip Astley, a master equestrian, entrepreneur, war hero, pioneer and showman. Philip Astley, born in 1742 in Newcastle-under-Lyme the son of a cabinet maker. He was to change the world with his invention of the modern day circus.
Reviving Astley’s story
Over the last two decades Andrew van Buren has been determined to bring the story of Philip Astley and his connection to Newcastle-under-Lyme to wider public acclaim. Despite his own adoration for Philip Astley, in 1992 Andrew realised through conversations with other residents that there was very little awareness locally of Astley and what he had achieved. This sparked an ambition in Andrew that still burns today - to raise awareness of Philip Astley and to give something back to Newcastle-under-Lyme, the birthplace they share.
As Andrew continued his career touring entertainment shows around the world he would always come home to Newcastle-under-Lyme. In 2009 he advised the Royal Shakespeare Company and also toured on cruise ships, but when Andrew and his partner returned from performing in Dubai that year it hit them:
“Every time we come home a little bit of our hometown is dying,” he recalls. “There were more shops closing, there was more graffiti. It just felt more downtrodden. And that's when I realised there must be something to help this place.”
A creative lifeline for a Town in decline
Andrew van Buren returned to what he knew best: the incredible story of Philip Astley. Noting that 2018 would mark the 250th anniversary of Philip Astley creating the modern circus, Andrew recognised this remarkable opportunity to bring Astley’s name back into public awareness and to shine a light on Newcastle-under-Lyme.
“This is such a massive opportunity to spread the word, but also offer a lifeline to his and my birthplace.”
Andrew had thought at the time. He swiftly reignited his Philip Astley awareness “crusade” and set to work organising what was to become the Philip Astley Project, initially a year long creative programme from 2017-18 celebrating the legacy of Philip Astley in the town of Newcastle-under-Lyme.
The Philip Astley Project brought exhibitions, talks, film screenings, storytelling, circus skills training, a circus challenge for schools, AstleyFest, and a town trail all to Newcastle-under-Lyme.
Forging new partnerships across the region
The project was managed by Staffordshire University on behalf of a steering group of key local stakeholders including - Appetite, Brampton Museum, Friends of the Brampton Museum, Keele University, Newcastle-under-Lyme Borough Council, the local Business Improvement District ,Civic Society, Newcastle-under-Lyme College, New Vic Theatre, Staffordshire Film Archive, Staffordshire Libraries, chair Wenslie Naylon and the van Buren Organisation. The success of the 2018 Philip Astley project created a vital network of partners across the region, strengthened relationships and trialed new forms of collaboration that have continued since.
“I think the key point of learning was that we needed a clear direction with it”, he says. “It needed that determination, drive and collaboration. One of the things that's come from this is it's brought so many people together” says Andrew.
Riding high on their successes Andrew van Buren and the Philip Astley Project partners are seeking to ensure that plans for the future of Newcastle-under-Lyme celebrate and build up this unique cultural heritage.
Proposals aim to establish Newcastle-under-Lyme as an internationally recognised circus hub. Teaching both the history of Astley’s circus and the most innovative skills in the industry, both backstage and in the ring. “We want to do something that creates that sense of pride and creativity.” Andrew says, bursting with passion and excitement for what the future might hold for Philp Astley and Newcastle-under-Lyme.
Creating a destination for circus innovation and tourism
Having witnessed a thriving tourism industry during his time in Dubai Andrew is convinced of the positive impact an established tourist attraction could have on his Town. Closer to home Andrew’s time with the Royal Shakespeare Company had reminded him of the transformative effect of being a recognised birthplace of a cultural icon.
Andrew was later to coin the phrase: “Philip Astley could be to Newcastle-under-Lyme what Shakespeare is to Stratford-upon-Avon” to underline what he sees as the potential impact Philip Astley’s legacy could have on the town.
“It's an incredible town, Newcastle-under-Lyme, but there's not really anything to draw people there, other than shops and it's a pretty town.” Andrew says, with a mixture of pride and pragmatism. “You need other things to draw people in.”
A circus revival to draw in the crowds
The 2018 Philip Astley project was able to do just that.
“It worked! People came in to watch the events in the town. They actually looked around, they spent money while they were there. It's a way of combating the reliance on shopping, which has been impacted by the internet. I think this is really important for all towns, to have another angle” says Andrew.
Since 2018 awareness of Philip Astley has grown and with it Newcastle-under-Lyme has been able to reframe its profile as a town of creativity and innovation. People from all corners of the globe are becoming familiar with the name of the birthplace of Philip Astley. Andrew says, “there are people who have actually flown in from Brazil to visit the birthplace of Astley. From France, Portugal, Spain, Italy, and from Monte Carlo.” All drawn to Newcastle-under-Lyme for its connection with the founding father of modern circus.
This story was written from a conversation with Andrew van Buren, Showman and owner of the van Buren Organisation.
Newcastle-under-Lyme is one of 101 places invited by the Government to develop Town Deal proposals to deliver long-term economic recovery, clean growth, jobs and prosperity as part of the £3.6 billion Towns Fund. Newcastle-under-Lyme has submitted a successful Town Investment Plan and secured a Town Deal of up to £23.6 million. Newcastle-under-Lyme is currently developing business cases to take forward their Town Deal proposals.