The Essence

What came out of the workshops were four characteristics for the city. There was hardworking and genuine and real were the first two. If we look back in our history largely as a blue collar city and that real and that raw edge, it's just really carried through. Newcastle was settled by coal miners, farmers and then later on steel workers. I think it's spilled over away from a working class focus but the essence of it is that we all give it a go.

The other two characteristics for the city were world class stories and the fact that the city is ever changing.