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).

Methodology West Midlands Regional Observatory 2010 Primary research: Surveys Telephone interviews Monitoring forms Media monitoring: RSS feeds Press-cuttings Desk research: Active People Taking Part Perceptions Indicator 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 Value (£) Participant spend4,122,870 Spend by projects886,760 TOTAL5,009,620

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 WMCPfor L2012 (%) Liverpool 08 (%) WM population (%) BME Disabled/limiting long- term illness Lower socio-economic groups (C2DE) Aged

West Midlands Regional Observatory 2010 Qualifications & Skills  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 “The work I did went towards my Duke of Edinburgh Award thus adding to my UCAS points” (Post-activity survey response, 2009)

West Midlands Regional Observatory 2010 Health & Well-being  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 “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)

West Midlands Regional Observatory 2010 Participation in culture  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 “I am determined to keep doing singing and movement” (Post-activity survey response, 2009)

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

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: Lauren Amery Cultural Research Analyst, West Midlands Regional Observatory 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