15 Years of Story: The Evolution of Yorkshire Festival of Story – Interview

YFOS24. Image Credit: Luke Brooker.

Over the past decade and a half, what began as a small storytelling gathering in the Yorkshire Dales has evolved into a globally recognised celebration of narrative, imagination, and human connection. As the Yorkshire Festival of Story prepares for its most expansive programme yet, TSOTA caught up with Executive Assistant, Jess Cowie to reflect on a decade of transformation, the meaning of courage in uncertain times, and why stories might just be the most powerful tool we have.

We last spoke to you back in 2014, when the festival was still in its early days and had just celebrated its 5th year. Ten years on, how has the festival evolved over that time?

Back in 2014, we were still known as the Settle Storytelling Festival and were a very small organisation. We’ve grown significantly since then, especially following the 2020 COVID lockdowns. We moved the entire festival online, and that shift has shaped how we operate today. We now run a fully hybrid festival, with just three in-person only events this year. In 2024, we had attendees from six continents and forty-four countries. We’re proud of that global reach and are continuing to expand it. This year, we’re welcoming workshop leaders from across the UK, and around the world. 

As the festival has grown in scale and ambition, what are some of the biggest challenges in keeping it accessible, inclusive, and sustainable?

Reaching a global audience while staying rooted in Settle isn’t so much a challenge as it is a joy – but it is something we’re deeply conscious of. We work hard to ensure that, even as we expand, we remain grounded in the Yorkshire Dales community.

Cassandra at Lower Winskills. Image Credit: Settle Stories Archive.

Speaking of spanning continents while staying grounded in Settle, how do you balance that global-local dynamic?

We highlight a wide range of local voices and events. For example, Thursday morning’s ‘Breakfast with Wainwright’ features local resident Bob Swallow, who’ll share correspondence from his friendship with Alfred Wainwright. On Monday, local poet and psychologist Phoebe Caldwell will give a talk; she’s an incredible writer and researcher. Stories like these, combined with international contributors, help put Settle on a global platform.

2025 promises to be Settle Stories’ most ambitious festival yet. Why is that? What are you doing differently this year?

This year’s festival is bigger and more varied – we have 60 events, over 50 of which are free. We’re offering live music, performances, and workshops from around the world. We’re also live-streaming from multiple countries and welcoming renowned storytellers like Mara Menzies and Papillon Mussa from Kenya. They recently joined us for our ‘Goddess in the Shadow’ event in September, which was phenomenal. 

This year’s theme is “Courage: Stories that change the world.” What inspired that theme, and what does “courage” mean to you in the context of storytelling?

I had a beautiful conversation with an artists who spoke about the origin of the word “courage”—from the Latin cor, meaning heart. That really resonated. The best stories come from the heart. This year, many of our artists are sharing personal stories about their own courage. In today’s world, politically, environmentally, personally, things feel urgent. Slowing down and speaking out against things you don’t agree with feels both powerful and necessary.

YFOS23. Image Credit: Settle Stories Archive.

What role do you think stories play in helping people navigate times of uncertainty and global change?

To quote my inner Sita Brand: stories are everything. I’m telling stories today, speaking with you. People are made of stories. They are at the heart of everything we do. So when you look at the wider cultural landscape, I don’t think we’ll get through the next few years of change without them. 

The schools programme has reached thousands of children across the region. Why is it so important to bring storytelling into classrooms?

Storytelling is at the heart of our ‘Stories for Schools Programme.’ We believe it can transform children’s lives and how learning happens. Kids light up when they hear stories because they make things practical, relatable, and memorable. All our school-focused stories connect to the primary curriculum – like our retelling of the gunpowder plot, shadow puppetry, and global folk tales that explore bravery, kindness, and resilience. We also run a CPD workshop to help teachers use storytelling to meet curriculum goals and build emotional literacy.

YFOS22. Image Credit: Settle Stories Archive.

How do you measure the impact of storytelling once the festival ends — beyond the applause and attendance figures?

Every year, we receive fantastic feedback from attendees and artists. People often tell us a story made them think differently or impacted them personally. Just recently, someone told me they remembered attending our very first festival in 2010—it really stuck with them. That’s the power of story. It stays with you.

What are you most excited for audiences to experience this year — whether attending in person or online?

I’m really excited for Sunday evening’s Voices of Warning, Voices of Hope – a talk followed by two documentaries, one about climate and the other about the making of Goddess in the Shadow. For those coming to Settle, I’d highly recommend Bombs at My Feet, a performance by Sita. I’ve seen early drafts – it’s immersive, intense and emotional. We also have a powerful workshop from David Heathfield on Palestinian folk tales and another from Dr. Caitlin McDonald on finding resilience. Honestly, I can’t pick just one thing. The whole programme is special.

Victoria Hall. Image Credit: Tim Hancock.

For someone who’s never been to a storytelling event, what would you say to encourage them to come along?

It’s so easy to get involved—if you’re joining online, you don’t even have to get out of bed! More importantly, storytelling is immersive and transportive. There’s nothing like the magic of a live storyteller. Whether in the room or watching on screen, storytelling connects you to the people around you, and to something bigger.

*** 

To learn more about The Yorkshire Festival of Story check out Millie’s preview here.