The popularity of our charity run Hidden History of Norwich Tours continues to amaze us. In less than 1 year attendance of our unique tours has grown exponentially, hundreds of local residents, day visitors and tourists now visit on a weekly basis to explore the fascinating ‘hidden street’ which lies deep beneath KindaKafe, our community cafe on Castle Meadow.
In November 2018, the Eastern Daily Press nicknamed this historic space ‘Norwich’s own Diagon Alley’ in an excellent ‘Weird Norfolk’ feature which went viral. Thousands of people liked and shared the article and subsequent ITV news feature on social media generating phenomenal interest in our tours. At the time we were running 3-4 tours a month and we now run 14 a week!
KindaKafe is owned by the Missing Kind charity and operates as a social enterprise with proceeds from our tours supporting our work to build community and reduce social isolation and loneliness in Norwich.
The charity first purchased the grade 2 listed building, which was once home to Ponds - one of Norwich’s oldest Shoe Fitters, in 2014 without knowing the historical importance of the levels below. Members of the public were first invited to explore the space during Heritage Open Days 2017. Since then we have worked with local historians, archaeolgicalists and storytellers to fully understand the history and how best to bring it to life for the benefit of local residents and visitors.
Our knowledgeable and highly engaging tour guides lead groups of 12 or more people on a journey through time, exploring the layers of architecture hidden below KindaKafe which date back to the 15th century. Tales of the Norman conquest, construction of Norwich Castle and the rise and fall of the shoe industry in Norwich are told. Many of our guests remember our building as Ponds and share memories of buying shoes here and even having their feet x-rayed to ensure a perfect fit!
Our tours would not be the success they are today without our collaboration with local storyteller and historian Sarah Walker. Sarah researched and developed the content of the tour which she routinely adapts when she’s leading tours to ensure a unique and personal experience for all guests. Her insight has outgrown our hour long tour and will be poured into a much requested book set to be published later this year.
Our charity prides itself on bringing people together and our tours have proven to be a unique and unexpected way of helping people to discover the connections to Norwich and our historic building which they never realised they had. We have had guests discover long lost relatives, old classmates and teachers on our tours and even had one guest identify old lasts displayed in our Ponds archive that were used to create shoes for their distant relatives more than 100 years ago!
Our tours offer something different for people local to Norwich and from further afield. We have welcomed guests from all across East Anglia, as well as places as far as Australia and New Zealand. We’re regularly told by guests that they'll never see Norwich in the same way again and this glowing feedback has helped to encourage more and more people to visit. We have been flattered by people going out of their way to share their feedback with us and humbled by the 5 star reviews we regularly receive. Our gift vouchers for the tour have proved immensely popular and are often bought by people who have attended so they can share the experience with their friends and family.
Alongside members of the public buying individual tickets to our tours, we have also welcomed private groups such as various Women’s Institute and Red Hatters chapters, Buy Local members, UEA, NUA and WEA students and even groups from French and German towns twinned with Alysham via a community led cultural exchange.
Since launching the tours we have become very passionate about opening up historical spaces to the public and making history fun and accessible. We have partnered with local escape game company History Mystery, who in April this year launched a puzzle escape game in our ‘hidden street’. The game has been designed to work alongside our tours and provides another way for people to come and experience the space. In the last year we have also used the unique location to host three medieval themed banquets with a three course meal by candle light, a lantern lit walk and a storytelling host in full period costume.
In June we were delighted to have a stand in the Tourism Village alongside Norfolk’s other premium tourist attractions at the Royal Norfolk Show. This provided an excellent opportunity to raise more awareness of our tours and it was lovely to hear from so many people who had already been on the tours or had plans to attend!
The team of staff and volunteers at KindaKafe have worked incredibly hard to make the Hidden History of Norwich Tours not just a successful tourist attraction but also a place of outstanding and personal customer service, a friendly and welcoming space to all and an example of how sharing knowledge, history and passion can bring a community of people together. The entire team is immensely proud to be named as a finalist in the Norfolk and Suffolk Tourism Awards 2020 in the Berry Savory Small Visitor Attraction of the Year category. The winner will be announced at an awards ceremony on 27th February 2020.
Following the immense popularity of our mysterious ‘hidden street’ tour on Castle Meadow, we’re excited to have launch a brand new collaboration with local historian and storyteller Sarah Walker.
Starting and finishing at the Edith Cavell monument by Erpingham Gate this new 90 minute walking tour will show you the history of Tombland in Norwich.
See Norwich’s history of Romans, rioters and rebels, priors, friars and preachers come to life. With true accounts and local legends, Sarah Walker has created a second fascinating tour of our fine city.
