Have you seen the giant red Shoebox at Castle Quarter in Norwich this half-term? Tom Gaskin, Founder and CEO of The Shoebox Enterprises CIC, a social enterprise which aims to build resilient communities, explains all
Who are you and what do you do?
I’m Tom Gaskin, founder and CEO of The Shoebox Enterprises CIC. I’m a passionate social entrepreneur, former youth worker, husband, dad of one, and proud owner of a lively cockapoo!
At The Shoebox, our mission is to empower people aged 18 and over to connect with their communities and lead fulfilling lives. We operate a community hub in the centre of Norwich with a ‘pay what you can’ membership model, offering a variety of community groups and activities, including creative writing, baking, coffee mornings, an autistic adults’ group, craft groups, and more. We also support community groups in Great Yarmouth and facilitate projects that help people build confidence, learn new skills, and get involved in their local community.
As a social enterprise, we partially fund our community work by running unique tours and experiences in Norwich through The Shoebox Experiences. This includes our famous ‘Hidden Street’ tour, which explores the remains of a mediaeval street hidden beneath our community hub on Castle Meadow.
What is the background to The Shoebox Enterprises CIC?
I started The Shoebox Enterprises CIC, formerly known as Pop Up Enterprises, about eight years ago with a vision to create a sustainable model for delivering impactful community projects. Our initial focus was on promoting social enterprise among young people in some of Norfolk’s most disadvantaged areas. Later, I was introduced to a charity that owned the premises which now houses our community hub in Norwich. Originally, the charity operated a community café and ethical shop on the site, but it was struggling, so we were brought in to develop a sustainable social enterprise model.
At that time, we didn’t fully appreciate the historical significance of the space beneath the hub. It was only in 2017, when we opened the space for Heritage Open Days, that we discovered the strong public interest and learned more about the site’s rich history. Since then, we’ve grown the ‘Hidden Street’ Tour into a seven-day operation and expanded our range of walking tours across the city. We’re now ranked number one on TripAdvisor for tours and activities in Norwich.
When Covid hit, we had to rethink our model, and the café evolved into a community hub. In 2021, we formally leased the venue from the charity and rebranded as The Shoebox – a nod to the building’s heritage, as it was once home to Ponds, one of Norwich’s oldest shoe fitters.
Around this time last year, we faced the risk of losing the venue when the landlord intended to repossess it. Thankfully, after an outpouring of support from the local community, he reconsidered, and we secured a new lease, allowing us to continue operating our community hub and tours.
Determined to secure the premises for the long term, we launched a crowdfunding campaign in February 2024 to raise funds towards buying the building. The campaign successfully raised over £50,000, and we’re now working to either purchase the premises or extend the lease further to safeguard our future.
For those not in the know, how is The Shoebox Enterprises building a community in Norwich? What sort of projects are on offer?
At The Shoebox, we’re all about bringing people together and recognising that everyone has unique talents, interests, and skills to share. Our Norwich community hub is a place where you can bring ideas to life, whether by joining an activity, starting a new group, or helping adapt our existing offerings to reach others.
Shoebox members enjoy access to our cosy, dog-friendly hub, complete with fresh coffee and tea, books, board games, and free WiFi. Our friendly Community Kickstarters are also on hand to support members in launching new groups and activities that align with their interests.
With a vibrant community of over 630 members across Norwich and Great Yarmouth, we offer countless opportunities to meet new people, explore new interests, and strengthen connections.
Last year, our members spent over 6,200 hours participating in community groups, activities, and volunteer roles. They attended community groups and activities more than 3,450 times! In our recent feedback survey, 79% of respondents reported making new connections and friendships through the Shoebox Community, and 68% noted an increase in their confidence.
What’s happening in Castle Quarter this week?
Our mysterious giant Shoebox will be appearing in Castle Quarter until 3rd November, 10am to 4pm. We’re inviting visitors to step inside and experience a snippet of The Shoebox Experiences and get inspired with quirky activities that they never knew were hiding right on their doorstep. This event is a collaboration with local experiential marketing agency Image Experiential and offers a fantastic opportunity to reach new audiences and give people a taste of what we do. Our community team will also be on hand, inviting visitors to join them for a cuppa and chat about our community projects and hub.
How can people get involved?
There are plenty of ways to get involved! For those who’d like to try us out, we invite you to join our Monday coffee morning from 10:30am to 12pm at our Community Hub on Castle Meadow. It’s a great chance to meet some of our members, volunteers, and staff, and learn more about what we do and how to become a member.
Alternatively, you can drop us a message or give us a call to arrange a visit with one of our friendly team members. Once you’re a member, you’ll have access to our growing range of community groups and activities. And if there’s something you’re passionate about that we don’t currently offer, we’d love to chat about helping you start something new!
There are also various volunteer opportunities at The Shoebox, whether you’re interested in helping occasionally or on a regular basis. It’s a chance to share your passions, develop new skills, and help create a warm, welcoming atmosphere for all Shoebox members.
Booking one of our tours or experiences, or purchasing a gift voucher, is another fantastic way to experience a different side of Norwich, and it directly supports our community work.
What are your hopes and dreams for Shoebox?
My vision for The Shoebox is to create a sustainable, impactful community where everyone feels welcome and valued. I’d love to see our community hubs, groups, and activities grow not only in Norwich but also beyond, offering even more opportunities for people to connect and do more of what they love with others. We also aim to keep expanding our Shoebox Experiences, with more unique and exciting tours and experiences, helping bring people together and supporting our community work.
Securing our Castle Meadow venue as a permanent home is also a big goal, as it would provide the stability we need to plan long-term and make a lasting impact.
You can find the giant red Shoebox at the bottom of the spiral staircase on the ground floor in Castle Quarter in Norwich. Visit The Shoebox Enterprises.
Featured images – supplied
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