Case Study: Market Pavilion, Blyth
Find out how students supported a new cultural venue in Blyth with research into community engagement and marketing. This case study shows the power of partnership, creativity and fresh thinking.
About Market Pavilion
Market Pavilion is a new venue in Blyth, Northumberland. It's under development as part of a major town centre regeneration programme. Designed to be a vibrant community and cultural hub, it aims to bring people together through events, food, and shared experiences.
Dan Ellis - Business School alumnus and founder of Jam Jar Cinema - leads the Pavilion. He saw the Management Consultancy Project as an ideal opportunity to bring in external insight and involve students in a community-focused initiative.
Having worked with the University before, Dan was familiar with the quality of engagement. He valued the clarity of the process, the professionalism of the students, and the opportunity to contribute to local education.
The challenge
The Market Pavilion faced the challenge of shaping a clear and compelling identity within the local community. Dan wanted to ensure the space would be inclusive, engaging, and aligned with the needs of local audiences. However, with so many stakeholders and moving parts, it wasn’t easy to define the best approach.
The student team was given the task of exploring how the Pavilion could position itself effectively. They had to:
- identify potential audiences
- build a strategy for long-term community engagement
The approach
The student team carried out independent research, gathering and analysing stakeholder perspectives. They developed a range of practical recommendations to help the Pavilion connect with its community. Their work explored marketing opportunities and audience engagement strategies. It also considered how to position the venue as a welcoming space for all.
The project gave the students a valuable opportunity to apply their academic knowledge in a live setting. At the same time, they developed their communication, teamwork, and consultancy skills.
“I started tapping into my creative side again - coming up with ideas that were well received made me quite happy,” said Mia, one of the student consultants.
The outcome
This project added real value at a key point in the development of Market Pavilion. It provided a well-structured and insightful piece of research.
The student team brought fresh thinking, professionalism, and a genuine interest in the the project's community-focused aims. Their findings have contributed to the Pavilion's strategic planning around engaging with local audiences.
The students' recommendations are being used to:
- inform ongoing conversations with key stakeholders
- shape a more focused, community-driven approach to launching and sustaining the venue
Reflecting on the partnership, Dan said: “the experience was really smooth from start to finish. It was energising to work with such a capable and motivated group.”
The students found the experience equally eye-opening, particularly when it came to navigating long-term collaboration and shared responsibilities within their team.
“This project made me realise how important it is to talk openly about expectations and working styles. You can’t just go with the flow on something this important,” said Mia, one of the student consultants.
The quality of work, the tone, the branding, the justification — it was all exactly what I needed. It felt like a substantial piece of consultancy... a smooth and genuinely valuable process. I encourage other organisations to get involved.
Management Consultancy Projects
This project is one of many delivered through our Management Consultancy Project capstone module. This module bridges the gap between academic study and professional practice. Teams of final-year undergraduate students deliver a live consultancy project for a real business client. This allows them to apply their learning in a real-world context. It enhances their employability while addressing a real need within the client organisation.
Collaborating with Business School students offers access to fresh thinking and high-quality analysis. This is ideal for small and growing organisations. Students teams are motivated and ready to tackle real-world challenges. They offer valuable insights, research, and recommendations that can support strategic decision-making.
