Each year at Turf since 2018, we’ve opened our doors to critical reflection via our annual review. This week-long process brings team, collaborators and the public together to critique and influence Turf’s processes, programme, spending, and decision-making.
2024’s review took place over the course of several days last Autumn. Attendees can view and dive into our full budgets and plans for the coming year in reference to the year that’s passed, considering successes and challenges across commissioning, accessibility policies, staffing & processes.
What we did
We begin every annual review by revisiting our activity across Turf’s programme strands. What did we say we’d do and what did we do? What went well, what didn’t go so well? Did we commission those who need it most?
We split what we do into ‘strands’ to give things a bit of structure and help us think about how people might take a route through the organisation at different stages of life & career.
SOW: Seeding early creative development
What we said we’d do
- Monthly artist-led workshops for families with young children.
- Weekly artist-led after school workshops with Croydon Music & Arts.
- Schools visits & collaborations.
Key successes & challenges
Increased numbers across youth programmes
Introduced new members/attendees
Reached schools + delivered schools workshops
-Larger SEN reach
-Increased number of Consultancies
GROW: Nurturing budding artists & community collaboration
What we said we’d do
- Facilitating peer-led collective Art Press (under 25s);
- 10 monthly sessions developing creative skills.
- Weekly ‘creative club’ drop in trial, providing safe spaces for teenagers to make connections with art and each other in a self-led way after school.
- Residency & support programme with Croydon School of Art
- Provide affordable space for other organisations regularly.
Key successes & challenges
- Attendance in youth programmes is an ongoing issue.
CULTIVATE: Supporting early careers
What we said we’d do
- Affordable studio spaces for 50 local artists.
- Facilitating peer-led collective Makers of Stuff Squad (learning-disabled adult artists).
- x30 peer-led workshops, x30 1-2-1 creative career development sessions and x2 trips
- x6 new skills learnt & shared by the collective across three major projects.
- MOSS studio space.
- Practical workshops and advice linked to current exhibitions to help early-career artists develop sustainable careers.
- Events at at least 70% capacity.
- Community resources (library, archive, shared training, equipment & making facilities).
Key successes & challenges
- Over 400 creatives are on our studio waiting list, so providing more studios is a high priority.
- Studio members have continued to develop an amazing peer-led mutual support network within Turf, but we want them to be more involved in the programme.
- We finally funded and installed proper heating!
- MOSS continued to be oversubscribed with a waiting list.
- Currently the MOSS studio is self-led, and members want more ongoing support outside of workshops
- Trips were still quite difficult to organise without more resources than we have, to make sure members are well looked after.
- Last year, 1275 participants benefited from 108 workshops.
- Events were only filled to 60% capacity, so we need to consider which events were in highest demand.
- Our ceramics workshop launched to huge demand!
- Our shared resources needed more outreach and marketing.
PROPAGATE: Creating the opportunities and environment to nurture a thriving creative ecosystem.
What we said we’d do
- Paid artist commissions through;
- x3 major projects,
- x5 commissioned text/video/audio works a
- x3 public realm poster commissions
- All free to the public, equipping collaborators with the skills and confidence to go on to propagate opportunities for themselves and others.
- Measuring success by (in part!);
- 80%+ visitors rating projects as ‘Very Good’ or above.
- 30%+ visitors who visit galleries a few times per year or less
- Artists feeding back that they felt supported by Turf.
- Increasing our global majority visitors to reflect the 50% population of Croydon.
- Developing a model and space for Turf that gives everything a stable base.
Key successes & challenges
In 2024;
- We welcomed 9600 people to our space in Croydon
- 18,000+ people experienced public projects
- 32% were disabled
- 60% lived in Croydon
- 40% were from global majority backgrounds
- 33% visited galleries a few times per year or less
- Quality ratings for exhibitions & workshops have gone up. 90% rated projects as ‘Very Good’ or ‘Excellent’.
- 50% of commissioned artists are local and 50% Global Majority to reflect local demographics.
3 year goals
We try to talk about long-term goals quite early in the process so that they provide a basis for what we plan, but it can also work the other way and be informed by discussions throughout.
- Shared values & interests as a team
- What’s the goal?
- How will we achieve it?
2025
- Begin the R&D for our permanent space.
- A new meanwhile use space (photography / print / reuse focus) to meet studio demand & feed into a more stable model,
Turf team collaborative projectDone! 🎉Redefine our spacesDone! 🎉New signage.Revamp our Quiet space.Set up our quiet working space.
- Focus partnerships based on our values and resource sharing.
- Maintain & improve
- Quality
- Diverse audiences
- Visitors to exhibitions
- Feedback on exhibitions
- Commissioning targets (feeding into first 2)
- Target & assess new audiences
- 2 long term artist collaborations
2026
- Undertake the cocreation of our permanent space
- Have a budget surplus
- Mentoring programme starts.
- BSL interpretation.
- Art fair presence.
- x1 6 figure non-ACE funding stream.
- Whole team on PAYE and min 3 days a week.
2027
- Cook a meal together in our permanent space and eat it in our shared garden
- Archive show and publication – 10 years since Turf Whitgift opened
- A large-scale sponsorship
Programme 2025-26
- Who and how are we commissioning? Who needs opportunities?
- What are our goals for different strands? (e.g families)
- How do we work with artists? What does our support look like once artists are commissioned?
- How do we translate opportunities to visitors and locals?
- How are we supporting studio members?
- What curatorial themes do we want to explore in 2024 & 2025?
Decisions
- We reaffirmed our pledge to commission at least 50% local artists, prioritising those from low-income backgrounds and non-traditional arts education routes (which needs a new approach to measuring!).
Our curatorial themes were Demystification in 2023-24 and Permanence (2024-25), and now, we move towards ‘Legacy’ in 2025-26. This upcoming year will focus on:
- Expanding programming beyond Turf’s physical space.
- Focusing on deeper relationships with artists through long-term collaboration.
- Exploring how history and memory shape our work and future aspirations.
- Tying in to R&D for Turf’s permanent space.
Our data was impacted by the switch to matching NPO data requirements, meaning the accuracy against our historical data on some fields is now a bit less (e.g age groups changed!)
Some areas are getting more diverse (global majority, first timers, disability status), some less (ages). We need to focus on getting more detailed audience feedback on exhibitions themselves and our Sow & Grow strands.
- Retain 50 percent local
- Reflecting Croydon demographics – As above needs more data and RCE to do analysis
- Determine what ‘reflecting Croydon’s demographic’ means. – RCE to shape up
- Any voting process weighted towards those affected / working on project in future.
- Only work with artists on large projects once we’ve worked with them on a smaller scale first. 👍
- Switch back to internally managed budgets. 👍
- Review & renew artist contracts by April 2025
- Embed feedback process for artists in evaluation process
- Reintroduce studio visits – RCE & KT to shape up approach
- Look at and downsize ones2watch list. 👍
The Hopes and Dreams bucket:
Turf has a programming ‘Hopes and Dreams’ bucket where staff (and others!) can drop in ideas for future projects. Some ideas from the bucket this year included:
- Turf retrospective show using full archive in the gallery space
- Housing (safety)
- Turf Banner in outside atrium – yearly commission?
- T-Shirt edition of favourite artworks / patches
- Work with ‘non-artists’ / ‘non-arts’ disciplines/sectors/industries
- Show about food
- Open access studio?
- Body and Space theme:
- performance/movement artists showcase: little outdoor festival program
- or exhibition of multi-sensorial artworks which translate movement into gallery space
- Are we beginning to plan permanent space? How does programme feed in?
- Continue work with desire path artists (long term collaborations/relationships)
- Political? Advocacy for our community
- Commission an artist whose work is about integrated access and access aesthetics
- Window TV display art commission / residency
- Post-ecology
- More events / clubnight / evening stuff (little turf?)
- Live music events. Turf owned speakers / decks / mics / equipment to cut costs
- Coffee Table book – art in shopping centres
- For the “Resting / Dreaming / Planning” phase in 2025: Mira would like to offer her workshop on “Scores for radical rest”
Who needs opportunities?
We asked team & peers to feed in.
- Later life (‘emerging artists’ doesn’t just mean ‘young’!)
- Those with access needs (in a broad sense, not only disability)
- Parents
- Low income
- Studio members – ongoing support?
- Those who need longer lead times and communication times
For all the above, provide holistic, practical support.
How do we translate opportunities to visitors? What are we offering specific to locals?
It was flagged it can be hard to know how to translate what we do for people who want to get involved & get support. When visitors come in and ask what we do and how can they show their work in the gallery, what do we tell them?
- We clarified that we offer the project space and encourage people to come to Artist Feedback Sessions.
Then; what would be the ideal, if we had unlimited time and resources and wanted to offer a route so that anyone walking in could one day build up to a solo exhibition in the space? What would that look like?
We agreed to consider the language we use, to make it transparent and everyday. Potentially creating a ‘how to get involved / support for artists’ page on the website, modelling a few different artist’s journeys through Turf. (This page is now live on our website here!)
Commissions & artist development programme – how are we approaching them and who are they supporting?
Studio members don’t find our commissioning transparent currently.
- Studio members want more detail on unsuccessful commissions. BA describes two examples. Some themes
- Artists in examples were already getting lots of opportunities. Should we have commissioned them / had that as part of selection consideration?
- Team voted from an open call, but CoDirectors had doubts. Who has final say?
- Would we do open calls again? If so how would be do them?
- To diversify, Turf should stand for new emerging artists but also ‘non artists’ – ordinary people – may not even have work to show but need encouragement.
We flagged three strands to support; emerging artists who already know about art, people who are completely new, and people who know a little but need to see what it’s like professionally.
- Could we ring fence opportunities for artists at different stages?
- Could we offer a mentoring / artist development programme – a longer term series over an extended period of times, rather than one-offs?
Work w/ non-artists / non arts disciplines feels important – art is not part of their world, have to take it to them. It can also result in more interesting outcomes.
- How do we carve out time for people – can we target [events or workshops?] to ‘little to no art experience’ [or from non arts industries?]
Should there be rules about commissioning people if we know them personally on the Turf team?
- This is a tricky one to navigate, because as an artist, we know lots of artists!
The group agreed that it’s about intent, and it’s important to be transparent, with board involvement if and when there is a potential conflict of interest. Knowing people and sharing opportunities is good, as long as we ensure it’s not an insular / members club vibe!
How are we offering artist development for studio members?
How can we make clearer / formalist what we offer for studio members in terms of support? E.g Letters of support, fundraising support. How can this develop with the studio members programme?
It’s noted that the studio programme is trying to model transparency, but it can be difficult with workload. (It’s often the case that in those situations workload can fall disproportionately on some. The group project effect!)
We discuss revisiting the paid role for studio members to coordinate the programme.
External show proposals?
We discussed external / cold call proposals for shows and how they work. Should we support people we’re having convos with already, or people who come cold seeing an opportunity?
- The website could make more transparent how we programme, how far ahead, give previous examples, how they were commissioned and worked
- Sometimes it’s been tempting to take the readymade cold call for ease, but the process is super important to MH to ensure Turf values are present, that we develop in the way we want to.
- We return to the idea of working w/ artists long term and building up to big opportunities. Desire Paths relationships took on an a unique quality through working together for a year where we began to trust & be ourselves more – reinforced by feedback from the artists themselves. Building a community, trust and sense of play takes time. “It’s not about the art but the friends we made along the way”
- Will we still do open calls? Briefs can still really help with people who are new, giving structure
- We decide not to do any open calls in 2025/26, but agree they are a good way of reaching artists we might not have worked with otherwise, and plan to revisit this in our 2026/27 or later programming
- We decide not to do any open calls in 2025/26, but agree they are a good way of reaching artists we might not have worked with otherwise, and plan to revisit this in our 2026/27 or later programming
What does our support look like once artists are commissioned?
RCE’s ideal world would be where we could take someone from the moment of enquiry to putting on a solo exhibition.
- Consider the process of putting on a show as more ‘course’ or ‘curriculum-like’ in its support? This would take a lot more resources, would need to restructure offer
- Contracts could work better for both sides – coming with a handbook? Negotiate expectations.
- Visit Phoebe (Wagner)’s Relationship Framework. Create a Turf relationship framework?
- Make sure we give feedback to artists, not just their feedback to us.
- RCE summarises:
Look into how we do artist development
- Not one size fits all
- Need to establish resources
- Balance charitable aims whilst also being committed to high quality contemporary art projects
Pay structure & roles
- What should we be paid?
- What does this look like in our budget?
- What pension scheme and benefits do we want?
- What is a Turf Co-director? (Now and ideal)
- How do we see our practices linking in to Turf?
This review had a heavy focus on our internal pay structure, workload balance, and governance. We want to take care of each other so we can continue to provide opportunities for others, whilst also knowing we have to strike a balance with what we can afford.
We haven’t finished this dicussion yet. We’ve had a session with an amazing HR specialist weighing up the pros and cons of different options and structures, with our second session in early March to finalise decisons.
What is a Turf Co-director? (Now and ideal)
All were asked this question to help CoDirectors reflect on their role and how to best support the team.
Accountable, liable
Vocal
Approachable
Supports learning and team members to grow > upskill/manage/teach staff how to keep things running! > relinquishing ego to a degree
Practices what they preach / ethos on their way of leading
Personally identifies with the ethos too
Turf’s vision / dreams about its future
Keeps overview
Problem solver
Wealth of Turf knowledge
Point of consistency / stability
Kind, compassionate, committed to provisioning access and equality in the arts
Tackles the hard stuff
Protects organisation and staff
Person to confide in / look to for support related to work
Manager?
Fundraising
Knowledge of whats happening in the building, who staff is and what they want to do
Plans for past, present, and future
Patient
Being excited about what they do and what Turf does, care about
Be themselves (whilst also representing the organisation), this does not go against professionalism!
Does a staff member’s bad day trump a Co-director’s bad day?
Building/nuturing transparent structures
Sees care and access as verbs not adjectives > practical! Asks “Why?”
Working with Trustees to support Turf’s legacy
Access & Wellbeing (for visitors and team)
- Space Usage
- Policies
- Programme
- Communication
Accessibility remains at the heart of Turf’s ethos. Discussions reinforced the need to integrate access considerations into artist contracts and exhibition planning, rather than treating them as afterthoughts. Key themes from our internal review included:
Addressing physical barriers like stair access and clearer signposting.
Providing dedicated quiet spaces for visitors and team members.
Strengthening funding support for artists with access needs.
Ensuring a welcoming and supportive environment remains a core strength of Turf.
MH – we’ve learnt this year that we might need to focus on the audience we already have, than new audiences, as a small organisation.
Focusing on looking at barriers to regular audiences
Working Access into artist contracts & exhibits – part of planning process (not an add-on)
Integrated into everything – physical and digital
Ensure we invite artists w/ access needs and support them to exhibit
We recently did a review of access within the team. Key themes;
Stairs
Lack of signposting, semi-open spaces
Support workers (with funding)
Quiet space to be / work
Friendly & welcoming was a positive, as were exhibition access provisions
Marketing
- Space Usage
- Policies
- Programme
- Communication
Budgets
- What and how we spent and made money in 2023-24
- What and how we will spend and make money in 2024-25
We reviewed finances for 2024-25, explaining to non-team attendees what different parts of the budget were and how it worked.
- Quick exercise – how to increase income / decrease expenditure for one category
At Turf we’ve increasingly been asked to share our expertise while generating unrestricted income. We’re developing this into an offer for consultancy, with a goal of generating £50k income for 2025-26. The main non-negotiables for the team were that this work has to be viable, not take resources away from our primary goals, and that collaborators have to shared our values.
This year’s review reinforced the importance of community-driven decision-making and our responsibility to support emerging and underrepresented artists in meaningful ways.
We invite everyone to continue shaping Turf’s journey. If you have thoughts, ideas, or want to be involved, we’d love to hear from you.