This presentation introduces Cultivate, a new strategic framework positioning Lancaster University as a leader in cultural innovation aligned with global challenges. Framed through place-based collaboration and interdisciplinary research, Cultivate brings together academics, students, cultural leaders, and regional stakeholders to co-develop a shared vision for arts and culture across Morecambe Bay. It proposes culture as an infrastructure for research, wellbeing, regional regeneration, and policy influence—linking local identity with global themes such as environmental sustainability, digital transformation, health creation, and inclusive economies. The presentation outlines current strategic opportunities, successful precedents, and future ambitions, including the establishment of a creative cluster in Morecambe Bay. By integrating creative practice with technology, policy, and community engagement, Cultivate seeks to transform Lancaster into a powerhouse for environmental creativity, cyber culture, and arts-led regional development.