The daisy chain of events that’s now helping to drive Derby’s future

One of Derby’s newest attractions, Electric Daisy is on the threshold of becoming a nationally known blueprint for a greener environment.

Located in what was once, and probably would still have been, a derelict piece of land in a rapidly regenerating city centre, it is the brainchild of Jamie Quince Starkey - in his own words, one of the “Likely Lads” from a local allotment.

But dig just that little bit deeper, and what you’ll soon unearth is an idea which captured the imagination of The Eden Project’s Sir Tim Smit; a green and colourful space which now welcomes countless visitors to a well-curated programme of events; and a stronger sense of optimism for all our futures.

A David in a world of Goliaths, Electric Daisy has become a beacon for Nature regeneration.

And if all that sounds a bit much, then you really should hear whatever happened to those Likely Lads…

Jamie explains, “Pre-pandemic we would get together on the allotment, and spend time talking about how we were all feeling and how we might change that.

“We became a kind of collective, with a shared sense of frustration and social isolation - but also with a shared belief that the only way to make a difference to it all was by reconnecting with Nature. The time we spent together was really important to all of us. We knew happiness wasn’t necessarily what you think it is, and that making money and buying things, or going on expensive holidays, isn’t the answer. And we’d to chuck things onto social media, and found we weren’t the only ones who felt like that.

“So what we decided, around four years ago, was ‘If not now, then when?’”.

Decision made, they created Down To Earth, and started to turn the concept into reality.

Inspiration for the project came from many directions, but nowhere more-so than by what Sir Tim Smit had done in Cornwall. So Jamie emailed Smit, saying that they were about to create their own Eden Project, here, in Derby city centre and asked if he had any help of advice he could offer them.

“Even as I sent the email I just knew he would respond,” continues Jamie. “And we had a response pretty much straight away, inviting me down to meet him and his senior management team.”

Sir Tim’s response to the vision he outlined that day? “We’re in!”.

While Smit could not fund the project, what he could do was pull enough strings for Jamie to have leave of absence from the production line at Rolls Royce, and offer to become Jamie’s mentor.

“What that did was give me time. Time to think, to plan, and to learn which of the models out there would suit us best as we went from the grassroots to where we are today.”

And where that is, is Down to Earth’s “HQ” at Electric Daisy on a patch of prime development land where a supermarket once stood and which had become a barren patch amidst roads, multi-storey car parks, office blocks and millions upon millions of pounds worth of development and regeneration.

“Sir Tim helped us stage a showcase event at nearby Bustler Market, where we both talked on stage in front of an invited audience of more than 350 people, outlining our plans and describing how we saw the future. We were able to make enough noise for there to be a wave of public engagement, and for this current site to become ours through crowd funding and several other funding schemes, including a UK government Shared Prosperity Fund, via Derby City Council”.

Sir Tim’s impressive little black book of contacts also saw Jamie invited to COP in London and to meet the then Prime Minister, Boris Johnson, in 10 Downing Street.

And the rest as they say is history - although Down to Earth as a whole and Electric Daisy in particular, are now also writing a fresh chapter in the history of Derby, where revolutionary and inspirational ideas have always somehow seemed to be able to take root, prior to being shared with the rest of the country.

Jamie adds: “We didn’t come at it from a negative angle at all. It was just that we were the people with the feelings shared by so many today. And we’re doing something about that. It’s a cultural shift. Some people say ‘Nothing ever happens in Derby’. This is proof that it does now!”

Remarkably, the terms of use for the patch of land occupied by Electric Daisy - in a city where billions is currently being spent on building countless new developments, and new city centre quarters - has been changed to ‘Community Garden’.

“Derby is the blueprint,” says Jamie, “The blueprint for a green enlightenment. And Derby has become a city where Nature-based regeneration is leading the way. We’re currently creating a biodiversity route through the city; we’re working more closely than ever with the University and other stakeholders across the city; and we’re creating new projects and programmes with partners we could have only have ever dreamed of working with just a few years ago”.

The next stage in Down To Earth’s organic life cycle will see it receive even more help and assistance from team at The Eden Project.

“Electric Daisy has become an irresistible opportunity for cool events. It’s already catching the idea of some of the UK’s leading event co-ordinators; and we’re getting offers of technology and building materials that only the likes of the V&A in London are currently using,” concludes Jamie. “But, best of all, it’s a place where the community is encouraged to come to, in order to learn more about gardening by continuing our work on this site, but to also learn from - and about - Nature itself.”

While this summer will see everything from dance music legend Fat Tony appearing at Electric Daisy in front of almost 500 people, through to Derby Book Festival bringing Bookworms (an event for kids) to the site, the next stage for the site is already being planned. There’s some spare ground next to it, and they hope to construct a greenhouse-style building using revolutionary “built by biology” living materials.

Electric Daisy - an independent catalyst for Nature regeneration throughout the city - is more than a new attraction. It’s the future.