Addressing a business audience on April 26, veteran broadcaster Dr Grossman, who has had a long involvement with museums and heritage organisations, will talk about the distinctiveness and authenticity of our heritage and how it is a considerable competitive advantage.

He will explain why heritage is integral to our future economic success and wellbeing.

Dr Grossman said: “In the increasingly blandified world of global business the distinctiveness and authenticity of our heritage is a considerable competitive advantage. In a knowledge-based economy, our rich cultural, technological and intellectual heritage provides constant inspiration for innovation and creativity. Heritage is not just the icing on the British cake, it is integral to our future economic success and well being.”

Dr Grossman’s talk forms part of a series of inspirational business Masterclasses hosted by Lancaster University and supported by NatWest. The series is open to all business owners and managers across the North West.

Helen Fogg, Head of Business Engagement at Lancaster University Management School, said: “As well as being a very successful entrepreneur, Loyd Grossman has a long and distinguished record in the heritage sector. This enlightening Masterclass will highlight the economic significance that our rich heritage brings and how it is an asset to business.”

Sue Haslem, Relationship Director at NatWest, said: “We are delighted to welcome Loyd Grossman to our next Masterclass and look forward to hearing his thoughts on how heritage can benefit businesses.”

In June 2015 Dr Grossman was appointed the CBE in recognition of his services to heritage. A former Commissioner of English Heritage and of the Museums and Galleries Commission, he is Chairman of the Churches Conservation Trust and Chairman of the Heritage Alliance. He is also President of NADFAS, Deputy Chair of the Royal Drawing School, a member of the board of the Association of Leading Visitor Attractions and Governor of the Building Crafts College.

The masterclasses are free for SME business owners and managers to attend, but places are limited and must be reserved by contacting Jen Melling on 01524 510769.