THE man behind Hereford’s ambitious bid to be named UK City of Culture 2021 has said the city has “every chance” – if the whole county gets behind the campaign.

Ian Archer, the chief executive at the Courtyard Centre of the Arts, has been involved in both the Liverpool 2008 European Capital of Culture bid, and Hull’s recent success in being named City of Culture 2017.

In both cases, he said, the defining factor was support from the local community.

Hereford’s unique approach is to present a county-wide bid, hosting 365 different events throughout Herefordshire over the course of the year.

Mr Archer said: “People didn’t really believe it could be done in Liverpool until the schools and young people got involved – they sparked the bid.

“And in Hull it was about changing people’s mindset, and the perception of the city.

“To some extent, anyone can put on a programme of events – but when the people take hold of it, that’s when it becomes a festival of culture.”

In a video clip showed to those attending Monday night’s official launch at the Courtyard, comedian Jo Brand said there is no reason why Herefordshire should not be known for “culture, literature AND bullocks”.

The plan, outlined by Courtyard’s chairman Roger Morgan, is to build on the prestige of existing events like the Three Choirs Festival and the Borderlines Film Festival.

Mr Morgan estimated that of the 150 people who attended the launch, more than 50 signed up to working groups – in specific areas like dance and drama – to lend their expertise and help shape the bid in its early stages.

As yet, the criteria for 2021 had not been released, but the working groups will begin to formulate ideas for events ahead of 2016, when the steering group will finalise plans and begin fund-raising.

The bid will then be submitted in March 2017.

Mr Archer said: “Compared to more centralised bids, it can be harder in an area like Herefordshire because not everyone knows what is going on.

“But that breadth of our bid is also one of our strengths – a whole-county bid has never been done before.

“We’re not going to put on a Disney-esque spectacular, it’s going to be about life, about the culture of everyday experiences.

“Part of what we have got to do is remind people what’s out there, and create the context for a year-long celebration through, for example, bringing back the river festival.”

If successful, the bid would provide not just an artistic, but an economic boost to the county, added Mr Morgan, who said part of the Capital of Culture’s stated goal is to help bring money into deprived areas through the arts.

In Hull, for example, the 2017 bid is a milestone for the a £190m cultural capital programme which aims to make the city a world-class visitor destination.