GUST is an incubator and enabler for arts, culture and heritage in Gloucester. We know that the right support, at the right time and in the right place, can make a critical difference to emerging creative projects. Artists and cultural leaders at every stage of their careers need allies who believe in collaboration, strategic thinking and long-term impact. That is the role GUST plays.

Our name reflects our purpose: breathing energy into early-stage initiatives through both strategic guidance and hands-on support. We help projects grow strong enough to be sustained over the long term by local organisations and communities.

GUST emerged from a period of significant cultural development in the city. Our team helped shape Gloucester’s Cultural Strategy in 2016, supported the launch of Gloucester Culture Trust, and contributed to securing £1.5 million in Great Place funding. Building on this momentum, we continue to strengthen the city’s cultural infrastructure and support emerging talent, particularly among Gloucester’s young and diverse population.

We focus on projects that align with the city’s Cultural Strategy priorities, including reimagining heritage assets, growing festivals, delivering high-quality community activities, and creating pathways for young people into creative careers. Supporting work that delivers social impact for Gloucester’s residents, while nurturing new talent and cultural practice, sits at the heart of what we do.

GUST nurtures partnerships by helping organisations see the bigger picture of developing organisations’ aspirations for the city. Over the past decade, we have attracted significant funding to the city, such as by partnering with Take Note, and supported the growth of organisations including the Gloucester History Festival, Voices Gloucester and Kings Jam Festival.

Recently, GUST has developed a business case for a city-wide celebration inspired by the bicentenary of Gloucester Docks in 2027, funded a scoping report of literature opportunities by Dialect, and is a strategic partner in Gloucester Culture Trust’s Together Gloucester programme.

Our projects are funded through a mix of grant funding, individual donations and, where possible, ticket sales.