Carnival, Creativity, and Citizen-Led Change: An Inspiring Conversation with LaToyah McAllister-Jones, CEO of St Pauls Carnival and Trustee of Bristol Old Vic.
LaToyah shares the history of St. Paul’s Carnival, which dates back to 1968, and its significance as one of the UK’s oldest and largest carnivals, attracting 120,000 attendees in 2023. She discusses how the event celebrates African Caribbean heritage and serves as a platform for community artists while also addressing the complexities of managing such a large-scale street festival.
Challenges and Community Involvement in Carnival Management
Kelly and LaToyah delve into the logistical challenges of organizing the carnival, from working with Bristol City Council and local authorities to ensuring safety and inclusivity. LaToyah highlights the role of educational programs in schools, helping young people understand the carnival’s roots in the Windrush generation and the transatlantic slave trade. She also describes Carnival Day itself, from the vibrant procession of over 1,000 artists to the sound systems and community celebrations that make the event a staple of Bristol’s cultural scene.
Funding and Scaling Down the 2025 Carnival
However, funding challenges have led to a scaled-down version of the 2025 carnival, with a focus on community-led events and educational initiatives. LaToyah explains the difficulty of reducing costs while maintaining the essence of the celebration, especially given the post-COVID economic climate and the cost-of-living crisis. She reflects on alternative approaches, such as the Backyard micro-celebration created during the pandemic. She discusses the need to balance cultural heritage with commercial viability to ensure the event’s long-term sustainability.
Future Plans and Broader Community Engagement
Kelly and LaToyah explore the carnival’s wider impact on Bristol’s economy, which generates £9.2 million for the city. While there is potential to expand into other areas to attract more commercial support, LaToyah remains committed to keeping the festival’s heart rooted in St. Paul’s. She also shares her personal journey from working in housing and homelessness to discovering the intersection of social justice and the arts through Ujima Radio, which ultimately led her to her leadership role at St. Paul’s Carnival.
Involvement with Bristol Old Vic and Citizens in Power
Beyond the carnival, LaToyah discusses her new position at Bristol Old Vic and her dedication to making theatre accessible to all. She shares insights into her work with Trinity Arts and the Citizens in Power initiative, which focuses on citizen-led cultural strategy. She also introduces the Citizens Assembly project, which aims to bring diverse voices into discussions about the region’s cultural landscape.
Lumen Space and Personal Retreats
The conversation then turns to LaToyah’s latest venture, Lumen Space, a well-being retreat business she co-founded with her husband Gethin Russell Jones and friend Jo Randall. She explains how personal challenges in 2023 inspired her to create a space for coaching, action learning, and strategic team-building retreats designed to help people find balance in their lives.
Favourite Places to Visit and Eat in the Southwest
Kelly asks LaToyah about her favourite places to visit and eat in the Southwest. LaToyah shares her love for Glastonbury and recommends Palomar, a seafood restaurant in Bristol, as well as Kibou, a Japanese restaurant in Clifton, known for its food and cocktails.
This episode is a must-listen for anyone interested in cultural leadership, community engagement, and the evolving landscape of the visitor economy.
Photo credit: Jon Craig
This episode is sponsored by Hello Starling.
Hello Starling is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They’ve work with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.
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