The creative impacts of Liverpool 2008 Placing creativity at the heart of the city s ecology

Transcription

1 Stavanger Innovation Summit Transforming City Regions Stavanger Centre for Innovation Research June 2009 The creative impacts of Liverpool 2008 Placing creativity at the heart of the city s ecology Dr Beatriz Garcia Director Impacts 08 The Liverpool Model European Capital of Culture Research Programme A classic economic impact case study Glasgow

2 Glasgow 1990 Economic impacts Net economic return to the regional economy estimated at 14.1m. The cultural industries (arts, music industry, designer trades, film & TV) were estimated to have grown by 3.9% between 1986 and Glasgow was developed as a tourist destination during An estimated 555,000 trips involved attendance at arts events. Overseas markets accounted for 38% of Glasgow 1990 trips 71% of non-english speaking tourists during 1990 were first time visitors. Cultural impacts audience development ( ) 40% rise in attendance at theatres, t halls, museums and galleries 1.7 people million took part in special outdoor events. The programme touched the lives of four out of five adult residents in the region. 54% went to the theatre or to a concert hall; 61% visited a museum or gallery. Glasgow 1990 Additional impacts The image of the city changed 15% increase in belief in London and the South East of England, that Glasgow was rapidly changing for the better. 92% of residents agreed that the 1990 programme improved public image 61% thought the programme made the city a more pleasant place to live. Non-quantifiable impacts boost to Glasgow s cultural system new partnerships were created between the local council and arts community international links were developed New initiatives iti linked art and education and social work Glasgow became a popular place for artists to live and work. 2

3 Sustaining economic impact tourism growth? Tourist Volume (millions of visits) visitas Tourist expenditure (millions of pounds) gasto Remarkable growth from 1986 (nomination) to 1990 (event) but marked drop Progressive increase up to 1996; dramatic growth These trends suggest tourism growth alone is not the key measure to understand the long term impact of Glasgow 1990 other factors have contributed to sustainability How to assess / identify the range of factors that lead to impact in the long-term? Experiencing impacts Economic? Physical? Social? Cultural? 3

4 Capturing the impact(s) of a cultural mega-event Research framework Holistic : multiple dimensions of impact; positive as well as negative Self-reflective: analyses process as well as outcome Longitudinal : [2015] Collaborative creativity production consumption employment tourism investment cultural vibrancy economic growth access, outreach, diversity cultural participation image & identity Match funding from Research Councils and Arts Council KT partnerships with cultural, tourism & regeneration agencies social capital physical media coverage perceptions inclusion well-being quality of life environment sustainability infrastructures manage ment aims + objectives policy, strategy Liverpool 2008 Key stakeholders Main promoters producers of brand Liverpool Place Tourism Communications Marketing Chief Exec Visitor infrastructure 08 Welcome 08BusinessConnect Sponsors & suppliers Volunteers Merseyside Businesses Transport partners International Stakeholders Merseyside Boroughs & Regional stakeholders Media Politicians National Agencies Merseyside & Regional Orgs 4

5 Liverpool 2008 Key stakeholders Producers of content activity City Attractions Health partners Community partners Sport Environment Heritage Creative & cultural Industries Funding partners Cultural partners Education partners Creative Comms Events team Arts team 08 Place TourismLiverpool 08 Communications Marketing Chief Exec Visitor infrastructure 08 Welcome 08BusinessConnect Sponsors & suppliers Volunteers Merseyside Businesses Transport partners International Stakeholders Merseyside Boroughs & Regional stakeholders Media Politicians National Agencies Merseyside & Regional Orgs Liverpool 2008 Reflecting the city s cultural system Casino & betting shops Amusement Parks Visitor infrastructure Transport partners City Attractions Historic Buildings Sport Museums Libraries and Archives Zoos and Botanical Gardens Sporting Arenas Other Sporting Activities Pubs, Clubs, Restaurants Events team 08 Place Tourism 08 Welcome Volunteers Hotels, Travel Agents etc. Health partners Community partners Creative & cultural Industries Environment Heritage Advertising Funding partners Cinemas Architecture Cultural partners Art Galleries Designer fashion Education partners Theatres Video, film and photography Concert Halls Computer Games and E publishing Creative Comms Music, Visual and Performing Arts Arts team Radio and TV Liverpool 08 Publishing Communications Media Marketing Chief Exec 08BusinessConnect Sponsors & suppliers Merseyside Businesses Politicians International Relations Merseyside Boroughs & Regional stakeholders Retail National Agencies Merseyside & Regional Orgs 5

6 Impacts 08 findings Economic growth ( ) Economic impacts and processes La Go Super Tall Mathew Liverpool City Employment Volume Employment Machine lambananas Volume - Retail Ships Street F Sound Jobs created in relevant sectors Attendance Employment 200,000 Volume 570,000 - Tourism325, ,000 36,000 Employment Volume - Creative Industries *Residents Business 46% Units - Creative 45% Industries 26% 34% 36% % of economically active with no qualifications *Overnight 3% 17% 14% 16% 19% Skills development % of economically active with secondary education Eco Impact % of economically 2m 9,6m active with higher 8,2m education 7m 5m Gross Value Added (GVA) (Additional ) Levels of investment GVA per capita GVA % change on previous year Additional visitor expenditure City Visitor Expenditure Visitor growth ( ) Number of conferences in the city Number of visiting delegates Number of conference delegates visiting the city 13% (volume) and 21% (value) Total room nights sold in the city City Hotel Occupancy (%) Number of Hotel Rooms (city centre) Hotel rooms, occupancy rates and Hotel supply has grown by a Number of Hotel Rooms (whole city) new stock Average third Room since Rate 1998 Rooms/Bedspaces refurbished/built 70% (City hotel Centre) occupancy Rooms/Bedspaces refurbished/built (Whole City) 25.5% first time visitors in 08 75% of visitors claim to have been influenced by the ECoC (81.1% in May 08) Impacts 08 findings Cultural vibrancy (2000-8) Cultural vibrancy Number of arts and cultural facilities; new facilities National coverage of cultural offer is Number new/refurbished cultural facilities New local cultural networks 62% pos + 28% neutral (2008) attracting multi-million million % of positive national reviews of artistic programme events Quality of Cultural Offer national grants No. of works previewing at or newly commissioned for the ECoC Training Rise sessions in Creative taken up in Industries creative industries sector Increases in jobs, training Most Investment in Creative industries and positive investment impacts employment above UK average in the Investment in Arts sector -Profile Creative/Cultural for city and sector Sector ( ) Jobs created by ECoC activity -Sector ECoC credibility 90% of Creative Communities development of the Total grants given by ECoC organisers -Increased Creative/Cultural client basesector artists are local -Increased local morale % Interest in Museums/Galleries in the city Attitudes and perceptions % Interest 69% of in Theatres/Concert Liverpool people halls in the cities towards arts/culture % Interest Pubs/Bars (or other entertainment) in the city But lack of perceived interested in museums in the city % Positive impressions of the city direct impact % Interest in visiting the city Local interest in cultural activities has risen since No sufficient local opportunities (particularly, small providers) -Focus on events over infrastructure improvement New cultural strategy for city-region 6

7 Impacts 08 findings Cultural participation Cultural participation Three pavilions in Total Number of ECoC events Perceived Number drivers 15m visits to events or of deprived communities Attendance at ECoC events -Local participants champions attractions in 2008 and Events funded by ECoC organisers (grants and owned in house) by neighbours -Community events generated work as by Number of Participants in the above events and praised by critics introduction ECOC to activity city centre venues/events Artist days of work from ECoC grants -Family friendliness Proportionate 60% of involvement local people of ECoC claim ethnically diverse groups as artists -Opps for active participation attendance at museums Proportionate involvement of city different age groups as artists Breadth of cultural (42% nationally) Perceived barriers Above average BME, lower participation Proportionate involvement of city disability groups as artists -Cost socio-eco groups and young % of audience from within the city -Availability of transport t people attend 08 events ents -Lack of children suitability % of audience from outside the country -Inadequate marketing Number of registered Volunteers Over 4,000 registered Number of -Lack of interest or Number of days volunteering given to the ECoC volunteers 13% of volunteers volunteers, 1,000 active understanding Number of Ambassadors are of BME background Findings Image, physical change, management Over 85% of national articles on Value of articles on Capital of Culture From mid 1990s to Num. 2009, ECoC events are positive or neutral of national press articles with ref. to ECoC 400% growth in culture % of positive stories national media articles on the city in general 4 billion invested in 250 major Additional expenditure: Heritage conservation Additional expenditure: New developments construction since 2000 In 2008, cultural stories dominate national Number of sponsors 9.4m commercial income for income Income from sponsors coverage, outnumbering ECoC programme Sponsors/Commercial social / crime related stories Image and identity Number and value of media coverage Physical impact Associated Infrastructure Development Management of the process Number of sponsors and Budget: public and private investment, additional expenditure Budget source City Council Arts Sector Other public Sector Total income of ECoC organising committee New approaches to joint- cross 73% of ECoC funding is sectoral thinking have emerged dedicated to programming 7

8 Summary of findings Key impacts the European Capital of Culture title in Liverpool image renaissance for the city and its cultural / creative sectors greater confidence in the city and its future (residents, visitors and investors) cultural/creative sectors accepted as key drivers for economic and social change increased participation and diversity of audiences some direct economic impact and widespread secondary economic benefit Large scale one-off outdoor events act as iconic moments for collective memory (residents) and image renaissance (media audiences) To maximise sustainable impact, these events must be complemented by ongoing smaller scale activity that can be more spread out spatially and last longer Discussion One-off cultural events can be a key catalyst for urban regeneration A key challenge to event-led regeneration is the trend to take culture out of context and instrumentalise it for economic or social ends without attending to geographical, temporal and local identity sensibilities To maximise its potential and sustainability, there is a need to keep advancing the understanding of synergies as well as potential conflict between cultural, economic and social imperatives This requires ongoing support to assessment tools that acknowledge the multiple dimensions of regeneration (thematic, qualitative and quantitative methods) and its progression over time (longitudinal research) 8

9 Thank you Dr Beatriz Garcia 9