At a glittering ceremony held in Durham Cathedral on Tuesday, 15th November, a collaboration between Nexus and Tyne and Wear Archives and Museums (TWAM) gained a North East Culture Award.

Nexus, which is the public body that owns and manages Metro, and Tyne and Wear Archives and Museums, gained the top prize for Best Arts and Business Partnership. The award was in recognition of the partnership’s efforts in making school holiday activities affordable for families across the Metro system.

The scheme, called “Ways to Play”, is sponsored by Nexus and provides free family activities during school holidays across Tyne and Wear’s nine museums and art galleries. Nexus’ involvement encourages families to take advantage of Metro’s Take the Kids for Free initiative to travel to museums.

Nexus and Tyne and Wear Archives and Museums entered their partnership to help tackle some inequalities caused by poverty by making it more convenient and affordable for people to visit museums and galleries, and to break down barriers to inclusivity.

Since the partnership began, both museum footfall and passenger numbers have increased. There has been a 20% increase in museum footfall, as well as an increase in the percentage of people visiting with children at most Tyne and Wear Archives and Museum venues.

The largest increases were at Stephenson Steam Railway, with an increase of 19% in family visits compared to 2019-20, and South Shields Museum & Art Gallery, with an increase of 11% in family visits.

Family visits accounted for 73% of overall visits at Discovery Museum in Newcastle. Since introducing Ways to Play and the promotion of free travel for under 11s on the Metro, the percentage of visitors from lower socio-economic backgrounds has increased by 10% from 30% to 40%.

Huw Lewis, Customer Services Director at Nexus, said: “This North East Culture Award is fitting recognition for what’s been an amazing link up between Metro and local museums to promote affordable family days out..

“We’re delighted at the number of families who made most of great value trips on the services we operate. We wanted to be a key part of helping families get out and about, in an extremely affordable way.

“Our free travel promise applies all day, every day, and we’re reminding people of the opportunities Metro provides as a great value way of enjoying the attractions in our region.

“We think Take the Kids For Free has also brought brand new customers to Metro, who now enjoy the convenience, great value and sustainability of public transport, as well as great days out with their families.”

Keith Merrin, Director of Tyne & Wear Archives & Museums, said: “This award recognises how much more can be achieved when working in partnership with another organisation with similar values and objectives. Both TWAM and Nexus want to support and develop our family market and with the worrying statistic that 38% of children in the North East are living in poverty, the highest in the country, we believe that together we can break down costly barriers for families so that they can enjoy cultural experiences and days out.”