Gentleman Jack should be turned into tourism jackpot ahead of second series, say council officers

The increase in visitors during the year in which the BBC’s first series of Gentleman Jack, telling the story of Shibden Hall, Halifax, 19th century heiress and lesbian Anne Lister, played by Suranne Jones, was outlined to members of Calderdale Council’s Strategy and Performance Scrutiny Board.

The board was considering aspects of the council’s commercialisation policy, which is developing ways in which the council can maximise its income across all directorates in a wide range of different ways.

And the impact of Sally Wainwright created Gentleman Jack’s international popularity indicated the council should be ready to reap the benefits of a second series, on which filming has been delayed because of the coronavirus pandemic.

Councillors heard that the number of visitors to Shibden Hall for 2019-20 showed a 200 per cent increase on the previous year.

In 2019-20, 60,000 visitors made their way to Shibden Hall, which usually averages 20,000 visitors a year.

Officers say the commercial opportunity to take advantage of the spotlight thrown on Calderdale to generate extra income for the council should be recognised and acted upon.

Last year’s increase in visitor prices had created £36,000 in extra income reinvested in the hall.

Coun Jenny Lynn (Lab, Park) said she was struck by the reference in the report to work going on at the hall following the success of Gentleman Jack.

The pandemic had affected tourism, she said.

“The pandemic has got a lot of the increase in tourist income we might reasonably have expected from that, but I am sure, as things roll down the track, a lot more people will be wanting to come here,” said Coun Lynn.

Generating money from Calderdale’s visitor economy is a key part of commercialisation, she said.

Council officer Michael Holgate said it was a huge part, and ideas were being discussed about establishing a “cultural passport” for Calderdale.

Partners might include The Piece Hall in Halifax and artists and cultural organisations across the borough establishing and promoting Calderdale.

“Certainly with the Gentleman Jack impact the borough is in a really good place when we start opening up a little bit more and I think there are vast opportunities,” he said.

Board Chair Coun Paul Bellenger (Lib Dem, Greetland and Stainland) said it could be expected that when series two aired there would be another influx of tourists.

Coun Bellenger wanted to know more about the idea of “a golden ticket.”

Mr Holgate said it was very much in the early stages of development but could include access to a variety of arts and culture offers.

Coun Bellenger said it could incorporate all aspects of tourism, for example a night in a Calderdale hotel, entry to a museum and so on.

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James Mitchinson