The historic site is keen to engage more closely than ever with businesses and individuals across Newcastle and the wider region. CEO Ben Smith shares more with BW Magazine.
“A castle? In Newcastle? I didn’t know that.”
Despite the castle’s Keep standing proudly over the city since 1178 – giving the city its name – it remains relatively unknown, with many people still unaware that we do in fact have a castle in Newcastle.
While Newcastle Castle attracts visitors from around the world, and works closely with growing numbers of local businesses, schools and communities, Chief Executive Ben Smith recognises that there is still an opportunity for growth there.
“It’s always great when someone discovers us for the first time or comes back to us after not having been for years. We know there are still a lot of people who aren’t aware of us,” says Ben, who has led the organisation since its reopening to the public in 2015.
“It happens quite often, when we go into local shops wearing branded uniform, and people will say ‘Is there a castle in Newcastle?’ Or taxi drivers sometimes find it easier to be directed to the Vermont or Bridge Hotels. But the fact that there are still a lot of people yet to find out about us means there is still a big local audience to engage with, and that is really good for us.”
Engagement is the priority for 2025, with Newcastle Castle keen to work more closely than ever before with businesses and the public alike.
For businesses, the castle already runs a host of bespoke events – such as mock Medieval trials featuring a judge and jailor, with participants sitting on the jury – but Ben is keen to stress the potential of what is possible.
“Whether you’re a large corporate organisation or a smaller business, we will have something for you,” he says.
“There is so much we can do, and we are always open to talk to business and discuss how to tailor experiences to their needs. A lot of businesses have ‘away days’ for their team in a hotel, but we provide a unique in-city offer instead.
“The trials are a great experience, but we can accommodate so many other things, such as private tours, escape rooms, sword fighting demonstrations, the opportunity to have dinner in the Great Hall where Kings and Queens have dined. We can also host events and launches. Last year, for example, we held a merch event for Bring Me The Horizon before their gig at the Utilita Arena, which had a huge turnout.
“We are very open to exploring ideas about what is possible and really want to have these discussions with businesses about how we can work together.”
For the general public more widely, the offering is already significant. With annual tickets, people can return to the site as many times as they like – and Ben is keen to make sure there is even more incentive to do so.
“As well as being able to look around the castle, we have all kinds of things like talks, film nights, tours in the day and evening, themed events, theatre shows – you name it – but we want to increase that further,” says Ben.
“We are looking to ramp up the value for the annual pass holders and are developing ways to make their experience of our site even more interactive and appealing. There is a lot we can do to add even more value to entice people to return again and again.
“We don’t have space to put on the kinds of exhibitions you might see elsewhere, but we certainly have a brilliant team who are constantly working on how they can make each return visit memorable for the public; from looking to do more demonstrations, to more engaging activities for children, and more interactivity with our staff and volunteers, we really want to make it the best experience it can be.”
For future generations of visitors, the Newcastle Castle team have already made big inroads through their work with North East schools. In 2023, over 4,000 school pupils took part in workshops and tours at the castle, and 925 in outreach sessions.
“We are proactively reaching out to encourage as many people as possible to come and interact with the history of Newcastle through our site, and with schools we can also go out and visit – to which we bring props such as a 10ft spear, which is always popular,” says Ben.
“We already work with many schools, but again, we would like to work with more. 2025 really is about engagement for us, across the board and with all audiences.”
“The main thing for us is the open nature of how we work – we want to deliver what people and businesses are looking for and would love people to get in touch with ideas about how we can do that.”
To get in touch with Ben and the team, or find out more about Newcastle Castle, visit www.newcastlecastle.co.uk
