Investing in Creative Collaborations

CultureStep is an investment scheme designed to encourage new sponsorship and develop established business engagement with the arts.  

Why Invest?

Partnering the arts can enable businesses to meet core objectives in creative and far-reaching ways and CultureStep aims to maximise the impact for all involved.  It is designed to help companies communicate directly with their target markets, engage effectively with the communities in which they operate and access focussed, tangible staff development opportunities.

How it Works

CultureStep invests in innovative partnerships of all kinds between the two sectors, enhancing projects and increasing their long term effectiveness. 

All projects must benefit individuals living in Wales and address at least one of the following priorities:

  • Arts & Diversity: partnering the arts to promote diversity in ethnicity, gender, physical abilities, race, religious or political beliefs and sexual orientation.
  • Arts & Employees: encouraging partnerships that integrate the arts into employee development, while stimulating a more creative working environment.
  • Arts & the Environment: encouraging awareness of and demonstrating commitment to environmental sustainability and regeneration through the arts.
  • Arts & Health & Wellbeing: working with the arts to aid mental, emotional and / or physical wellbeing.
  • Arts & Kids: engaging socially disadvantaged young people with the arts, making a tangible difference to the lives of some of the hardest to reach young people.
  • Arts & Older People: engaging vulnerable and disadvantaged older people with the arts, making a positive difference to their lives, offering inspiration to people who are usually isolated from family, friends and / or society.
  • Arts & Tackling Poverty: partnering the arts to improve the lives of people who do not have sufficient resources to provide an acceptable living standard which allows them to participate fully in society. 

Decision Making

CultureStep decisions are taken by a panel chaired by A&B Cymru’s Chief Executive.  Members have a diverse range of skills and expertise and a thorough understanding of relevant issues.  They also have an in-depth knowledge of A&B Cymru and a commitment to its work and strategy. 

The panel consists of 8 voting members. The group meets quarterly and operates on the principle of collective responsibility.  All members have an equal voice.  The 2018-19 panel are:

Rachel Jones, Chief Executive, A&B Cymru (Chair)
Kathy Brown, Assistant Vice President, Community Investment, Barclays plc
Ian Hannah, Freelance Business Consultant
Robert Lloyd Griffiths, Director, Institute of Directors, Wales
Denise Lord, Freelance Fundraising Consultant
Samantha Maskrey, Chair, A&B Cymru
Nigel Petrie, Director, Petrie and Company
Lynne Sheehy, CSR Manager, Legal & General
Richard Tynen, Director, The Funding Centre

2020-21 Deadlines & Meeting Dates:

Due to the current situation with COVID19 we are not currently advertising any formal CultureStep application deadlines. However, applications are encouraged and will be reviewed on a case by case basis. Please get in touch if you wish to discuss an application by emailing 

Find out more about how your business could benefit from CultureStep by contacting A&B Cymru on 029 2030 3023 or via e-mail on

CultureStep is an A&B Cymru programme made possible thanks to: