Transcript West Midlands Culture Programme for London 2012: the impact so far Lauren Amery West Midlands Regional Observatory May 2010 West Midlands Regional Observatory 2010

West Midlands Culture Programme for
London 2012: the impact so far
Lauren Amery
West Midlands Regional Observatory
May 2010
West Midlands Regional Observatory 2010
West Midlands Culture Programme
for L2012: aims and objectives
 Regional perception.
 Tourism.
 Participation in culture.
 Capacity of the cultural sector.
 Young people (skills).
West Midlands Regional Observatory 2010
Methodology
Primary research:
Media monitoring:
Desk research:
Surveys
RSS feeds
Active People
Telephone
interviews
Press-cuttings
Taking Part
Perceptions Indicator
Monitoring forms
Annual Business Inquiry
UK Tourism Survey etc
Impact Assessment
West Midlands Regional Observatory 2010
Note on the robustness of the
participant survey
 Post-event and post-activity surveys
 Survey sample size = 407
 Respondents taken from 10 different events/activities
which took place in different areas across the region.
 Margin for error = up to +/- 5%
West Midlands Regional Observatory 2010
Audience figure
223,200
participants
Photo by: cyberdees
West Midlands Regional Observatory 2010
£5 million worth of economic activity
Participant spend
Spend by projects
Value (£)
4,122,870
886,760
TOTAL 5,009,620
West Midlands Regional Observatory 2010
Investment ratio for completed
projects
Every £1 invested= £3.35
Investment ratio= 1:3
West Midlands Regional Observatory 2010
Volunteering
 Over 200 volunteers, contributing more than 100 days.
 (Minus expenses paid) this equates to around £8,000 ‘in
kind’ economic value.
West Midlands Regional Observatory 2010
Diverse audience profile
BME
Disabled/limiting longterm illness
Lower socio-economic
groups (C2DE)
Aged 16 - 24
WMCPfor
L2012 (%)
Liverpool
08 (%)
26.1
9.7
5.6
7.0
WM
population
(%)
13.8
18.3
51.9
34.0
53.6
14.8
11.0
10.6
West Midlands Regional Observatory 2010
Qualifications & Skills
“The work I did went towards my Duke of Edinburgh Award
thus adding to my UCAS points”
(Post-activity survey response, 2009)
 To date, over 100 participants have gained (or gained
credits towards) formal qualifications
 88% of activity participants and 55% of event attendees
agreed they had gained new knowledge/skills
West Midlands Regional Observatory 2010
Health & Well-being
“I enjoyed myself so much - I have seasonal affective disorder
and being involved meant that I had the best year-end I've had
in years!”
(Post-activity survey response, 2009)
 63% agreed that their physical fitness improved
 95% agreed that they had ‘felt part of something’
 88% agreed their confidence had been boosted
 86% agreed they had made new friends / contacts
West Midlands Regional Observatory 2010
Participation in culture
“I am determined to keep doing singing and movement”
(Post-activity survey response, 2009)
 82% of activity participants agreed they were more
likely to take part in arts activities
 58% of activity participants agreed they were more
likely to participate in sport/exercise
 81% of event attendees agreed they were more likely to
attend similar events; 62% agreed they were more
likely to take part in activities on show at events
West Midlands Regional Observatory 2010
Regional perception
West Midlands Regional Observatory 2010
1 in 10 audience members resided outside
the West Midlands region
 Overall, 1 in 10 audience members resided outside the
West Midlands region (10%).
 8.4% resided in other regions / nations in the UK
 1.4% resided in other countries
West Midlands Regional Observatory 2010
Media coverage
 358 instances of media coverage
 Online (62%); print (26%); broadcast (12%)
 Equivalent advertising value=£219,000
 PR Value = £660,000
West Midlands Regional Observatory 2010
Impact on the WM cultural sector?
 Media mentions for 64 local cultural organisations
 Direct funding for projects and money levered in
 New jobs created (2 FT, 11PT)
 48 new partnerships for People Dancing alone
 41 sub-contracted WM-based artists / arts organisations
 1 new organisation created
West Midlands Regional Observatory 2010
Any questions?
Full report available for download at:
http://www.wmro.org
Lauren Amery
Cultural Research Analyst,
West Midlands Regional Observatory
[email protected]
0121 202 3249
West Midlands Regional Observatory 2010
Cultural Olympiad
 Culture at the heart of the Games
 Four-year cultural celebration across the UK and in London from
September 2008 until the end of the 2012 Games
 From New Year’s Eve 2011/12 – a series of trailblazers across the
UK
 Festival 2012 – UK wide festival of arts and creativity,
 21 June – 9 September 2012
 Torch Relays, Open weekends, Live Sites, Community Celebrations,
Inspire marks