Peterborough City Council (PCC) has announced that a new trust will take over responsibility for the operation of culture and leisure venues on 1 May under a 25-year deal.

Trust officials have already launched the new 'Vivacity' brand in a bid to encourage more people to use the facilities, which include sports centres, the Key Theatre and Peterborough Museum. The trust is applying for charitable status that will exclude it from business rates and to secure other financial benefits, including access to funding sources not open to the council.

Existing cultural and sport service staff members have transferred into the new trust, with employment and pension conditions set to be protected under Transfer of Undertakings regulations. Trust chair Shelagh Smith said: "Recent reports indicate that many councils expect budget cuts in discretionary services such as libraries and sports facilities.

"However, our business plan aims to identify new sources of funding so that we can improve services and to give local people more opportunities to enjoy cultural and leisure activities in Peterborough."