Branding changes for leisure venues

A CITY’S leisure venues which are facing massive financial challenges are to be known by a new name, it has been announced.

The Sheffield International Venues runs 17 centres across the city including an arena, swimming pool and City Hall.

But it now has a new title for the first time in 33 years and will be known as Sheffield City Trust.

The not-for-profit organisation looks after FlyDSA Arena, Ponds Forge and Ice Sheffield, and was formed in 1987 for the World Student Games.

It announced the re-brand on its website along with a statement addressing financial challenges and saying some facilities might not reopen until the coronavirus crisis is over.

The trust’s chief executive, Andrew Snelling, said: “To increase awareness of our charitable status and roots in this great city, we will solely be using the name Sheffield City Trust across our venues and in everything we do.

“We are doing this because our charitable, not for profit, status is incredibly important to us. We are more than just a gym, sports hall or a swimming pool – we are a trust.

“Almost all of our staff of more than 1,000 live within Sheffield – you could say we’re an organisation run for Sheffield and by Sheffield. Our new branding will reflect this.”

The trust was found to be “haemorrhaging” cash last year before the pandemic hit and has, like many others, struggled financially as a result of temporary venue closures which were put in place to prevent the spread of coronavirus.

The situation forced it to begin a consultation which may lead to redundancies and mothball venues for the foreseeable future.

Sheffield Council has approved a package of £2.6m of financial support for the trust to help it to meet the additional costs and lost revenue which have been caused by the pandemic.