Transformative Perthshire project moves a step closer

Funding decision looming for Scotland’s story of Tartan

A Perthshire project which could prove ‘transformative’ for the area and for Scotland will find out in the coming weeks whether its £5.5m funding bid will succeed.

Partners behind Crieff’s fully immersive digital Tartan Experience, which has been described as ‘nationally significant’, will learn soon whether their application to the Tay Cities Region Deal has proved successful.

Applications closed on 13th March and, despite working on contingencies, project leads Creative Crieff, will be hoping to kick-start an eagerly-awaited heritage and community development on the site of the former Crieff Hotel.

As well as bringing to life the global story of Tartan, using digital technologies and AI, the project will also imbue Crieff with a 100-150 people Events Space, bistro, cinema and social hub which will operate year-round.

Growth potential

The concept is backed by Abertay University, which will oversee the tender process for the technologies used to connect visiting generations, with specific focus on young people, to the history and contemporary relevance of Tartan.

The Scottish Tartans Authority and Professor Murray Pittock, who authored an acclaimed paper on immersive heritage, have inputted into the development. Glasgow University’s Museums in the Metaverse research has also informed the concept.

The Tay Cities Region Deal backs heritage projects which have strong potential to transform communities and those spearheading the vision believe the project fits the funders’ criteria.

Hospitality training

Engaging with local businesses, Creative Crieff also want to introduce training programmes for chefs and hospitality workers which will help to plug staffing gaps in the sector.

If successful, leaders will submit adapted plans for its ‘statement building’ on the site, with the project now much more encompassing than originally granted permission for.

“The immersive Tartan Experience brings everything together,” explained Creative Crieff CEO, Karen Macartney.

“This could be a game changer for Scotland, not just Crieff.

“I am really excited about what we are trying to achieve, which has never been done before.

“We now have a building that can be used all year round. It gives people a reason to come here, and to take in other attractions whilst doing so. It has the potential to rejuvenate Crieff.”

American interest

The project has already secured £1.5m, plus working capital, with private investors also being courted.

The introduction of the Heritage element has elevated the project beyond solely a cinema and progress is being closely watched in America, which has a cultural affinity with Tartan.

Previous efforts in Scotland to build a Tartan centrepiece in Stirling fell through, despite funding being in place.

However, reimagining the possible could help to bring visitors, jobs and economic growth to Crieff and the surrounding area.

“There is less interest today in simply going to a museum,” added Karen Macartney.

“It is about how you get people to connect. In terms of young people, in particular, they need to feel things if they are to connect with heritage and for it to be meaningful for them. This has guided a lot of our thinking.

“Our approach is based on feelings rather than just telling people things. They need to see the Tartan story in a different way. They need to feel it. It is the stories behind the threads, the people behind the threads and some deep and rich family stories, too.”

*All images by Fergus Purdie Architects, Perth.