A VISION to help the 'overlooked lands' of Cumbria thrive and prosper has been given a helping hand by the long-awaited green light to the next stage of the £1 billion 'trans-Pennine A66 road upgrade.

The #66 Project, led by Eden Arts, is working to make the area a 'better place to live for future generations'.

Two years down the line they area now seeking funding to create a recovery plan for across the Pennines by supporting the creative industries and the visitor economy.

In particular the project is targeting younger people who want to return to the area, or who feel there is no future along the route.

Chair of The #66 Group Kevin Beaty said: “We see The #66 as a shovel ready project to use to support the local economy along the route.

“By working with local government and cultural providers we believe we could put together events and strategies that support the communities to deliver some of their own ideas for the recovery of the local economy, but also to continue to support the area as we move into the post-recovery phase.

"[We can do this] by creating a sense of place to support this often overlooked part of the UK that is neither Tyneside or Manchester and is a perfect blend of the rural and Urban economies where new ways of working will be able to allow a more dynamic economic model to emerge across the north of the north of England.”

He added: “The younger generation are a key part of concern right along the A66 - what are we doing to make the world a better place to live for future generations, how do we ensure that some places don’t become backwaters with either hopelessness or imbalanced profiles of ageing communities where many of the young have left or see little future but to gravitate towards big cities?”.

Jointly funded by the local authorities along the A66 and the Arts Council, The #66 project is also supported by the LEPs in Cumbria and Tees Valley.

Workington MP, Mark Jenkinson says he is 'fully supportive' of the project and is looking forward to the next phase. “The Arts and the Visitor economy have undoubtedly been affected during this COVID- 19 pandemic.

“This project will help to support jobs from my constituency of Workington to Redcar along the A66. The visitor economy is really important to Cumbria.

“Cockermouth and the North Lakes are particular attractions."

Dr Neil Hudson MP for Penrith and The Border welcomed the A66 dualling project. "This vital infrastructure project will be key to enhancing our physical connectivity and developing our local and regional economy.

“It will also be a great boost for the development of innovative projects such as The #66 Project.”

"The recent RSA report into jobs at risk shows that three of the top four local authority areas for jobs at risk due to the Covid-19 outbreak are along the A66 route, so the need to address common issues along route are even more acute," added Mr Beaty.

Adrian Lochhead, Director of Eden Arts, which has led on the 66 research said: “We have seen how places like Manchester and Liverpool and others have addressed their problems by working together, changing their image slightly and ensuring that their younger people feel inspired”.

He continued, ”all of our research has told us that this is what is needed from West Coast to East, not to replace our brilliant local culture but just to make sure that we keep up to date.

“The dualling work on the A66 is something for us all to work with to bring economic, social and cultural success to the region, we look forward to working with this exciting development.

“If nothing else the opportunity to incorporate art into a new read development is really exciting, the road could become famous for it!”.