Torch Relay in the West Midlands: Impact evaluation

Date of publication: 19 July 2012

Cultural Research Analyst West Midlands Cultural Observatory c/o Arts Council England 82 Granville Street Birmingham B1 2LH

Telephone: 0121 631 5705 Email: [email protected] Web: www.wmfor2012.com Table of contents

TABLE OF CONTENTS ...... 2

KEY FINDINGS ...... 4

INTRODUCTION ...... 5 1.1 Introduction ...... 5 1.2 Methods ...... 5 1.3 Note on the robustness of the data ...... 6 1.4 Acknowledgments ...... 7 DOCUMENTATION OF THE TORCH JOURNEY THROUGH THE WEST MIDLANDS ...... 8 1.1 Introduction ...... 8 1.5 Thursday 24 May 2012: Herefordshire, Shropshire, Worcestershire ...... 8 1.5.1 Operational lessons learnt? ...... 11 1.5.2 Media coverage ...... 12 1.6 Friday 25 May 2012: Worcestershire, Herefordshire ...... 14 1.6.1 Operational lessons learnt? ...... 14 1.6.2 Media coverage ...... 15 1.7 Wednesday 30 May 2012: Shropshire, Telford & Wrekin, Staffordshire, Stoke-on-Trent 16 1.7.1 Operational lessons learnt? ...... 18 1.7.2 Media coverage ...... 19 1.8 Thursday 31 May 2012: Stoke-on-Trent ...... 21 1.8.1 Media coverage ...... 22 1.9 Saturday 30 June 2012: Staffordshire, Walsall, Wolverhampton, Dudley, Sandwell, Birmingham ...... 24 1.9.1 Operational lessons learnt? ...... 26 1.9.2 Media coverage ...... 27 1.10 Sunday 1 July 2012: Birmingham, Solihull, Worcestershire, Warwickshire, Coventry ..... 30 1.10.1 Operational lessons learnt? ...... 31 1.10.2 Media coverage ...... 32 1.11 Monday 2 July 2012: Coventry, Warwickshire ...... 34 1.11.1 Operational lessons learnt? ...... 35 1.11.2 Media coverage ...... 36 1.11.3 Media coverage – total attendance across whole region ...... 37 IMPACT ASSESSMENT ...... 38 1.12 Attendance ...... 38 1.12.1 Audience figures by area ...... 38 1.12.2 Proportion of the population that turned out for the Torch ...... 39 1.12.3 Torchbearers ...... 40 1.12.4 Torch convoy crew ...... 41 1.13 Social Media / online ...... 41 1.13.1 Twitter ...... 41 1.13.2 Live Stream ...... 44 1.13.3 Websites ...... 44 1.14 Economic impact ...... 45 1.14.1 Overview ...... 45 1.14.2 Impact by sub-region ...... 46 1.14.3 Impact on footfall and sales...... 47 1.14.4 Torch Tourism? ...... 52 1.14.5 Production of the Torch ...... 52

Torch Relay in the West Midlands: Impact evaluation Page 2 of 64 West Midlands Cultural Observatory 1.15 Social impact ...... 53 1.15.1 Demographics ...... 53 1.15.2 People’s experience of the Torch Relay ...... 53 1.15.3 Unanticipated social impact: police interaction with the crowds ...... 54 1.16 Legacy ...... 55 Appendix 1: monitoring form template for Local Authorities ...... 56 Appendix 2: Torch Relay Audience Survey template ...... 57 Appendix 3: List of community events that took place along the route / were directly inspired by the Torch 59

Torch Relay in the West Midlands: Impact evaluation Page 3 of 64 West Midlands Cultural Observatory Key findings

1. Over a million people lined the streets, bridges, castles and parks of the West Midlands to catch a glimpse of the Olympic Torch. Around 1 in 5 West Midlanders are thought to have experienced the Torch Relay.

2. The social impact of the Torch Relay was tangible. People from all sections of the population got together in celebration, experiencing a sense of community spirit and an increase in pride in the local area.

3. Adding to the positive atmosphere, police motorcyclists interacted with crowds, presenting a less formal side to the police force that was appreciated by the audience.

4. Many agencies worked together successfully to deliver what was largely an incident- free event. New ways of working were developed, including stewarding arrangements and the use of Twitter to control crowd densities.

5. Careful planning paid off, when iconic images of the West Midlands were transmitted across the national media, including the ‘elephant salute’ at Kidderminster, the Torch in Much Wenlock, Tony Pulis in Stoke-on-Trent and Corporal Beharry at the National Memorial Arboretum. Time will tell if the media coverage will help boost the region’s tourist attractions.

6. Last but by no means least, the Torch Relay helped to generate £3.5 million worth of economic activity in the region. Because of the sheer number of people that came out to see the Torch, an estimated £2.5 million was spent in local shops and food and drink outlets, with a handful of business owners claiming it was their best day’s trade ever.

Torch Relay in the West Midlands: Impact evaluation Page 4 of 64 West Midlands Cultural Observatory Introduction

1.1 Introduction

This report, prepared by West Midlands Cultural Observatory in association with Arts Council England, evaluates the impact of the Torch Relay in the West Midlands during 24-30 May and 30 June-2 July 2012.

Topics explored within this report include:

 Documentation of the Torch journey;  Total attendance;  Media and social media coverage;  Economic impact;  Social impact.

1.2 Methods

Attendance figures for the Torch Relay and associated events have been sourced directly local authority Torch Relay contacts, as have details of funding for the Torch Relay and associated events (see Appendix 1 for monitoring form template). Monitoring forms were submitted by 21 out of the 24 local authority areas included in the Torch Relay route (88%).

Information about the impact of the Torch Relay on audience members was captured through event surveys (see Appendix 2 for event survey template):

Location Date No. of survey respondents Worcester Evening Celebration 24 May 108 Stoke-on-Trent Evening 30 May 64 Celebration Coventry Evening Celebration 1 July 49 Total sample: 221

The methodology adopted for measuring economic impact was derived from the UK Sport (2010) eventIMPACTS model.

Torch Relay in the West Midlands: Impact evaluation Page 5 of 64 West Midlands Cultural Observatory Conclusions about economic activity and economic impact refer, in the main, to Torch Relay event audiences (not street route audiences) (269,648 people). Common sense dictates that people are more likely to spend money locally if they attend events that happen over a longer period of time, compared to those audience members that attend the (fleeting) Torch Relay street route only. However, given the anecdotal evidence relating to increased sales from some local businesses based along sections of the route not necessarily near to community events (see section 1.14.3), it has been assumed that 25% of the street audience (220,450 people) spent money to the same degree as event audience members. Nil spend has been assumed for the remaining audience (661,350 people).

Average spend per head was calculated using audience survey data (where sample size allowed). Due to insufficient sample size, average spend per head figures for people staying in paid accommodation (‘commercial stayers’) and for audience members visiting the West Midlands were sourced from Cultural Olympiad in the West Midlands audience survey data:

Audience type Average (mean) spend per head (£)1 Day tripper (all categories) 4.05 Day tripper (visitor to the 26.65 West Midlands) Commercial stayers 80.10

According to audience survey data, around 1.4% of Torch Relay audience members were staying overnight in paid accommodation.

According to survey data, 1.89% of audience members were from outside the West Midlands and had travelled to the area specifically because of the Torch Relay.

According to survey data, 7.71% of audience members were from outside the metropolitan area / county and had travelled to the area specifically because of the Torch Relay.

1.3 Note on the robustness of the data

A sample of 221 Torch Relay audience members completed surveys. Once collected, survey data was weighted according to audience numbers, with a view to minimising the extent to which results are skewed towards areas that achieved a relatively large survey sample.

Torch Relay in the West Midlands: Impact evaluation Page 6 of 64 West Midlands Cultural Observatory Despite the above measure having been taken to reduce possible bias within the sample, the sample remains a convenience sample. Moreover, surveys were completed at the Evening Celebration events which were different in nature to the street route experienced by the majority of audience members. As such, conclusions drawn from the survey results about the whole population of Torch Relay audience members in the West Midlands should be viewed as estimations only.

Audience estimates for each area have been sourced from local authorities. Estimates have undergone some process of informal verification where members of the West Midlands for 2012 attended the stretches of street route and events in question. A West Midlands for 2012 team member was present for the street route through all major towns and cities, for points of media interest such as the journey through Much Wenlock and Ironbridge, and at all Evening Celebration events). Having said this, it is important to emphasise that the audience figures are estimates only and are likely to vary significantly in accuracy.

1.4 Acknowledgments

Without the goodwill and co-operation of organisations involved in the delivery of the Torch Relay in the West Midlands this research would not have been possible. Particular thanks to: Richard Evans (Coventry City Council), Georgia Smith (VisitWorcester) and Vanessa Darlington (Stoke-on-Trent City Council).

Torch Relay in the West Midlands: Impact evaluation Page 7 of 64 West Midlands Cultural Observatory Documentation of the Torch journey through the West Midlands

1.1 Introduction

Large crowds and emotional scenes greeted the Olympic Flame during the seven days that it was carried through the cities, towns and villages of the West Midlands region.

On the whole, the rain held off and the sun shone, as West Midlanders turned out in their hundreds of thousands to welcome the Olympic Torch Relay with characteristic warmth.

A wide variety of Torch Relay-related events were staged, from 60 line-dancing Elvises in Wolverhampton, a flotilla of river cruisers at Ironbridge, to a Town Crier competition at Lichfield, the West Midlands celebrated with enthusiasm (see Appendix 3 for a full list of community events).

This section pieces together the story of the journey of the Olympic Torch as it weaved its way through the region, bringing together images, anecdotal accounts and media snippets.

1.5 Thursday 24 May 2012: Herefordshire, Shropshire, Worcestershire

During the first days of the Torch Relay, its popularity in the South West region hit the headlines and anticipation of its arrival in the West Midlands can only have increased as the striking images of crowds greeting the Torch in Cornwall and Bath were transmitted on the national news.

On Day 6 of the Relay, the Torch first entered the region via Herefordshire. In bright sunshine, around 10,000 people lined the streets of Ledbury, 3,000 at Bartestree and 25,000 greeted the Torch at Hereford.

Torch Relay in the West Midlands: Impact evaluation Page 8 of 64 West Midlands Cultural Observatory

Torchbearer Stuart Woodburn carries the Flame through Ledbury. Image courtesy of LOCOG.

Highlights included the moment torchbearer Paul Watts carried the Flame through Hereford Sixth Form College campus. Paul is a former student of The Royal National College for the Blind who has run 217 marathons2. As the BBC's Nicola Goodwin reported from Hereford city centre: "Torchbearer Paul Watts has been absolutely mobbed - there were people 5 or 6 deep next to him wanting to speak to him”3.

Torchbearer Paul Watts at Hereford Sixth Form College

At Hereford Cathedral, there was a party atmosphere that was described as “incredible”4 by BBC Hereford and Worcester's Carson Wishart.

From Hereford, the Relay then wound its way through Leominster, where an estimated 5,000 people, clad in red, white and blue5, cheered the torchbearers, creating an atmosphere described as “absolutely electric”6, with the sound of cheers “rolling down the street”7.

Torch Relay in the West Midlands: Impact evaluation Page 9 of 64 West Midlands Cultural Observatory The enthusiastic welcome continued with gusto as the Torch Relay reached Shropshire. Around 8,000 lined the streets of Ludlow, 2,000 at Cleehill, and around 3,000 at Cleobury Mortimer. At Cleobury Mortimer, crowds of 8-10 people deep (including local school children) packed into the narrow streets to welcome the Torch8, on what continued to be a warm, sunny day.

Next, onto to Worcestershire, where around 12,000 lined the streets of Bewdley and 15,000 greeted the Torch convoy at Kidderminster. In both these town centres, crowds were reportedly 10-15 people deep9. In what proved to be a headline- grabbing moment, the Torch travelled on the Severn Valley Railway steam train between Bewdley and Kidderminster, to be greeted by a ‘trunk salute’ given by two elephants at West Midlands Safari Park.

Torchbearer Christopher Stokes carries the Olympic Flame by train between Bewdley and Kidderminster. Image courtesy of LOCOG.

An audience of 20,000 helped the Torch on its journey through Droitwich Spa and Fernhill Heath. Around 18:45, the Torch then reached Worcester where an estimated 60,000 people lined the streets en route to Worcester Cricket Ground and a further 10,000 attended the Evening Celebration event, amidst bunting, flag-waving and a performance at the Cricket Ground by a 1,000-strong choir10.

Torch Relay in the West Midlands: Impact evaluation Page 10 of 64 West Midlands Cultural Observatory

Evening Celebration event at Worcester Cricket Ground

1.5.1 Operational lessons learnt?

Local authorities involved in the Torch Relay on the 24 May offered the following reflections on operational matters as part of their LOCOG Day Reports:

 The larger-than expected crowds put pressure on stewarding arrangements at certain points. For example, there were safety concerns on bridges at Bewdley and Worcester. A learning point from this is the importance of making provision for larger-than-expected crowds, including extra stewards at torchbearer ‘kiss points’ and other pressure points, mobile stewarding, and having stewards available to limit crowd numbers across bridges if necessary.

 Twitter is excellent for passing information, but also a useful tool to control crowd densities. It was recognised early on that the Worcester bridge was very busy, but the High Street and Friar Street were quite light. Early announcement by the County Council via Twitter saw spectators move to less crowded areas.

 A multi-agency communications centre on the day is essential to respond to issues as they arise and to enable quick support to respond to them.

Torch Relay in the West Midlands: Impact evaluation Page 11 of 64 West Midlands Cultural Observatory 1.5.2 Media coverage

The Torch Relay in the West Midlands received the following media coverage (associated with the 24 May route)1:

Area Description of media coverage Date Herefordshire ITV Central News live broadcast from Ledbury, interview with Visit Herefordshire and Cllr 23.05.12 Bob Barnes BBC Hereford &Worcester live broadcast from Hereford High Town, interview with 23.05.12 Hereford City Marketing Manager College ITV Central News online 23.05.12 - Hereford College ready for Olympic Torch ITV Central News live broadcast from Ledbury 24.05.12 BBC Midlands Today live broadcast from Leominster 24.05.12 BBC Hereford &Worcester live from Hereford High Town and Sixth Form College 24.05.12 Hereford Times - Olympic Torch on route to Herefordshire Hereford Times 24.05.12 - Crowds line the streets for Olympic Torch Relay - Herefordshire bids Olympic Torch goodbye – until tomorrow - Olympic torchbearers – your moment to shine Herefordshire / Shropshire Star 25.05.12 Shropshire / - Olympic torchbearers speak after special day Worcestershire Shropshire / Kidderminster Shuttle 24.05.12 Worcestershire - Olympic Torch arrives in Wyre Forest and Cleobury Mortimer Shropshire BBC Shropshire 19.03.12 - London 2012: Shropshire Torch Relay route revealed BBC Radio Shropshire 24.05.12

1 Media coverage details sourced from LOCOG Day Report; please note: not all of the items of media coverage have been independently verified as having taken place

Torch Relay in the West Midlands: Impact evaluation Page 12 of 64 West Midlands Cultural Observatory Worcestershire Coca Cola television advert featuring the ‘elephant salute’ 19.07.12 (Wyre Forest) BBC National News (early evening news) 24.05.12 - featured the ‘elephant salute’ Channel 4 News (early evening news) 24.05.12 - featured the ‘elephant salute’ BBC Midlands Today (early evening news) 24.05.12 - featured the ‘elephant salute’ ITV Central News (early evening news) 24.05.12 - featured the ‘elephant salute’ BBC Radio 5 Live 24.05.12 - mention of the ‘elephant salute’ BBC News online 24.05.12 - Flag-waving elephants join Olympic torch relay - Olympic torch: Elephants’ flame-train salute - Olympic torch: Flame carried on SVR steam train Express & Star 24.05.12 - Olympic fever in Bewdley and Kidderminster BBC Hereford & Worcester radio, live broadcast at Severn Valley Railway, Bewdley 24.05.12 Signal 107 Radio, interview with leader of Wyre Forest District Council 24.05.12 Worcestershire Worcester Standard 22.05.12 (Worcester) - TV talent pair join Olympic celebration Worcester News 24.05.12 - Olympic Torch arrives in Worcester – gallery & video Worcester News, eight-page supplement 25.05.12

Torch Relay in the West Midlands: Impact evaluation Page 13 of 64 West Midlands Cultural Observatory 1.6 Friday 25 May 2012: Worcestershire, Herefordshire

Day 7 of the Torch Relay began around 15 minutes ahead of schedule in Worcester. The early start led to some negative press coverage, with fears that some audience members may have missed the Torch (see below). Despite this, the BBC live feed reporter described a “healthy early-doors crowd out on the streets of Worcester”11. The third torchbearer of the day was Olympian Darren Campbell MBE, who won gold in the men’s 4x100 metre relay at the Athens Olympics in 2004.

In what was another sunny day, the Torch convoy reached the Malvern Hills to be greeted by a crowd of around 15,000 people in “vibrant and friendly” mood12. As part of the celebrations in Malvern, a mass Zumba class took place in Priory Park13.

Last stop for the Torch on its first visit to the West Midlands was Ross-on-Wye, where a 5,000-strong crowd helped the Torch on its way towards Wales.

1.6.1 Operational lessons learnt?

Local authorities involved in the Torch Relay on the 25 May offered the following reflections on operational matters as part of their LOCOG Day Reports:

 Following some initial concern that the convoy was running ahead of schedule when coaches were still unloading school parties in Ross-on-Wye, advice is to factor in issues like coach unloading in relation to convoy timing. In the event, coaches were actually safely out of the way when the convoy arrived, but this learning point remains.

 There was also some concern that the public traffic on the road immediately behind the convoy posed a danger to dispersing crowds. A learning point from this is to consider holding the road blocks behind the convoy for longer.

Torch Relay in the West Midlands: Impact evaluation Page 14 of 64 West Midlands Cultural Observatory 1.6.2 Media coverage

The Torch Relay in the West Midlands received the following media coverage (associated with the 25 May route)2:

Area Description of media coverage Date Worcestershire ITV Daybreak, live broadcast 25.05.12 (Worcester) Worcester News 25.05.12 - Olympic sprinter ready to pick up the baton - Early start and errors let many down in Torch Relay Worcestershire BBC Midlands Today coverage 25.05.12 (Malvern Hills) BBC Hereford and Worcester, 30minute live broadcast 25.05.12 FREE Radio coverage 25.05.12 Heart FM coverage 25.05.12 Worcester News 25.05.12 - Malvern greets the Olympic Torch Malvern Gazette - Torch fever hits town as countdown starts 18.05.12 - Coming together as Torch arrives in town 25.05.12 - Malvern greets the Olympic Torch

2 Media coverage details sourced from LOCOG Day Report; please note: not all of the items of media coverage have been independently verified as having taken place

Torch Relay in the West Midlands: Impact evaluation Page 15 of 64 West Midlands Cultural Observatory 1.7 Wednesday 30 May 2012: Shropshire, Telford & Wrekin, Staffordshire, Stoke-on-Trent

Late morning on Day 12 of the Torch Relay, the Torch once again entered the West Midlands via Shropshire. On what was a rain-free day of sunny spells, the Torch was greeted by a crowd of 9,000 at Oswestry, 1,500 at Pant and 1,500 at Llanymynech.

The Torch then popped back into Wales, before re-entering the West Midlands at Shrewsbury, where a huge 40,000-strong crowd gave the Torch a “magnificent reception”14. As the BBC live feed reporter quipped, if waving was an Olympic sport, the Shrewsbury crowd “would win gold”15.

Heading South East, the Torch arrived at Cressage, where a crowd of around 1,000 people greeted the Flame.

Local schoolchildren wave Union Jack flags as the Flame travels between Shrewsbury and Cressage. Image courtesy of LOCOG.

Next, in one of the most emotionally-charged moments of the Torch Relay journey thus far, the Torch was carried through Much Wenlock, former home of Dr William Penny Brookes, who is credited as being a founding father of the modern Olympics with his Wenlock Olympian Games. As the Torch passed Penny Brookes’ house, the crowd noise-levels “explode[ed]”16. An estimated 10,000 people lined the streets at Much Wenlock.

Torch Relay in the West Midlands: Impact evaluation Page 16 of 64 West Midlands Cultural Observatory

Torchbearer Dimitrios Eforakopoulos carries the Flame through Much Wenlock. Image courtesy of LOCOG.

Next, at Benthall and Broseley, an estimated crowd of 6,000 people helped the Torch convoy on its way. At Broseley, torchbearer Ricky Furgusson received “huge support”17 from the crowd. Ricky, who was born in Telford, was seriously injured in Afghanistan whilst in active service, losing both legs, his left eye and fingers from both hands18.

The warm welcome continued as the Torch reached Telford & Wrekin; first stop: Ironbridge, where a crowd of 8,000 people awaited its arrival. Another moment to remember when the torchbearer crossed the famous bridge as a brassband played ‘Chariots of Fire’19.

At Telford, another healthy crowd of over 20,000 people greeted the Torch convoy, with some people even sitting on the roofs of office buildings to get a good look20. Around 10,000 people cheered the Torch at Newport.

Then onto Staffordshire, where the Flame was carried through the towns of Gnossall and Haughton, before reaching Stafford, where expectant crowds had been enjoying the spectacle of some high-flying circus performers on the Parade. The crowd in the centre of Stafford was described as “absolutely heaving”21. Around 47,500 witnessed the Torch during this section of the route.

By this stage, some worried looks were being cast skywards as the clouds thickened slightly and a few drops of rain were felt for the first time in the national Torch Relay journey22. However, fears about the weather proved unfounded and the Torch’s onward journey through Stoke-on-Trent stayed dry with sunny spells.

Torch Relay in the West Midlands: Impact evaluation Page 17 of 64 West Midlands Cultural Observatory In what was been described as a “carnival” atmosphere, the Torch made its way through Shelton, where crowds responded ‘very positively’ to torchbearer Ainsley Cooper, calling out his name23 and cheering on the Torch on its short but joyful journey towards Hanley Park, with crowds 10-deep at certain points along the main College Road24. With an estimated 8,000 people lining the streets, the Torch wound its way towards the last stop of the day, where Stoke-on-Trent’s own former Olympic hockey gold medallist, Imran Sherwani, had the honour of carrying the Flame into the Evening Celebration event and lighting the cauldron. On cue, as Imran entered the arena, the sun broke through the clouds. The 11,000-strong crowd were then treated to a Torch-inspired aerial acrobatics display by The New Vic and aerial choreographers, Upswing.

Torchbearer Imran Sherwani lights the cauldron at Hanley Park, Stoke-on- Trent. Image courtesy of LOCOG.

1.7.1 Operational lessons learnt?

Local authorities involved in the Torch Relay on the 30 May offered the following reflections on operational matters as part of their LOCOG Day Reports:

 There were a couple of instances of members of the public taking London 2012 marketing material such as barrier covers as souvenirs, so there is a need to be aware of the possibility that this might happen.

 Where volunteers are supporting operations, there may be a need to offer some pre- training to ensure that volunteers feel confident enough to assert their authority at key moments. It may also be worth recruiting more volunteers than necessary in case some do not attend on the day.

 Colour-coded steward t-shirts work well as they make it easier to identify the team in the crowd.

Torch Relay in the West Midlands: Impact evaluation Page 18 of 64 West Midlands Cultural Observatory 1.7.2 Media coverage

The Torch Relay in the West Midlands received the following media coverage (associated with the 30 May route)3:

Area Description of media coverage Date Shropshire ITV Central News: Much Wenlock preview feature 28.05.12 BBC Midlands Today: Much Wenlock preview feature 29.05.12 BBC News 30.05.12 - Olympic torch: Relay visits Much Wenlock in Shropshire - Olympic torch carried by Afghanistan war veteran ITN News: Much Wenlock feature 30.05.12 BBC Radio 5 Live feature 30.05.12 Reuters News feature 30.05.12 CNN feature 30.05.12 MSN 30.05.12 - Torch arrives at Games birthplace The Guardian 30.05.12 - Olympic torch route, day 12: inspiration for the modern Games The Telegraph - Olympic Torch visits Much Wenlock, spiritual home of the Games 30.05.12 - Much ado about Wenlock as the Games torch finally comes home to its 31.05.12 birthplace The Times: Much Wenlock feature 30.05.12 Daily Mail 31.05.12 - Forgot your baseball cap, Tony? Stoke boss carries Olympic torch on latest journey BBC Midlands Today: live coverage from Much Wenlock at lunchtime 30.05.12 ITV Central News: live coverage from Much Wenlock at lunchtime 30.05.12

3 Media coverage details sourced from LOCOG Day Report; please note: not all of the items of media coverage have been independently verified as having taken place

Torch Relay in the West Midlands: Impact evaluation Page 19 of 64 West Midlands Cultural Observatory BBC Shropshire 30.05.12 - Live broadcast from Broseley FREE Radio: radio coverage 30.05.12 Shropshire Star - Olympic Torch in Shropshire - as it happened 30.05.12 The Birmingham Mail 31.05.12 - Olympic Torch visits Much Wenlock Shropshire / Shropshire Star 31.05.12 Telford & Wrekin - Eight-page souvenir supplement Telford & Wrekin Shropshire Star 31.05.12 - Telford bosses: We did Olympic Torch relay proud FREE Radio: radio coverage / roadshow event 30.05.12 Staffordshire The Birmingham Mail 18.06.12 - Flame bearer takes Olympic Torch to Stafford schools Express & Star 31.05.12 - Thousands greet Stafford Olympic Flame relay Stoke-on-Trent BBC Midlands Today, broadcast from Hanley Park, 18:00 30.05.12 ITV Central News, feature including vox pops with crowd 30.05.12 The Sentinel - Biggest ever live show at Hanley Park to be staged for Olympic flame 23.04.12 - Olympic Torch Relay: Stoke boss Pulis overcomes nerves to relay the Olympic 01.06.12 message BBC Radio Stoke, interview with Leader of the council Cllr Mohammed Pervez, 17:00 30.05.12

Torch Relay in the West Midlands: Impact evaluation Page 20 of 64 West Midlands Cultural Observatory 1.8 Thursday 31 May 2012: Stoke-on-Trent

Day 13 of the Torch Relay began outside the Potteries Museum & Art Gallery in Stoke-on-Trent. Stoke City Football Club manager, Tony Pulis, was first to carry the Flame, receiving “massive cheers” as he ran past sporting a broad smile25. Pulis stepped into the fore after Olympic hopeful Emma Jackson had to withdraw from carrying the Torch. A crowd of around 7,000 lined the streets, despite the overcast weather and the early (07:00) start, to help the Flame on its way North West, through Cobridge and Burslem and out of the West Midlands.

Tony Pulis carries the Flame in Stoke-on-Trent. Image courtesy of LOCOG.

Torch Relay in the West Midlands: Impact evaluation Page 21 of 64 West Midlands Cultural Observatory 1.8.1 Media coverage

The Torch Relay in the West Midlands received the following media coverage (associated with the 31 May route)4:

Area Description of media coverage Date Stoke-on-Trent Sky Sports News, interview with Tony Pulis, 7.30am 31.05.12 ITV Daybreak, interview with Tony Pulis, 7.15am, re-broadcast on their news headlines 31.05.12 throughout the morning BBC News 31.05.12 - Olympic torch: Boxer Amir Khan lights Bolton cauldron BBC Midlands Today, feature on Tony Pulis 31.05.12 ITV Central News, feature on Tony Pulis 31.05.12 Radio Stoke, interview with crowd, Tony Pulis at 6.35am, and again at 7.10am, and Cllr 31.05.12 Pervez at 8.07am. Knot FM, nterviews from the Potteries Museum & Art Gallery from Olympic Torch Relay 31.05.12 Radio Cross Rhythms, interviews with Cllr Pervez about the Olympic Flame and its two 31.05.12 day stay in Stoke-on-Trent. Signal Radio, interview with Cllr Pervez at 7.30am, and Tony Pulis at 7.45am. 31.05.12 Junction 15, interview with Tony Pulis, 7.50am. 31.05.12 The Daily Mail - Pulis saves the day... Stoke boss will carry the Olympic torch after drop-out 28.05.12 - Forgot your baseball cap, Tony? Stoke boss carries Olympic torch on latest 31.05.12 journey The Guardian 31.05.12 - Olympic torch route, day 13: lone flame where Potteries' fires burned all night The Metro 31.05.12 - Tony Pulis takes Olympic torch without his famous baseball cap The Huffington Post 31.05.12

4 Media coverage details sourced from LOCOG Day Report; please note: not all of the items of media coverage have been independently verified as having taken place

Torch Relay in the West Midlands: Impact evaluation Page 22 of 64 West Midlands Cultural Observatory - Pulis carries Olympic torch The Sentinel - Olympic lift-off 31.05.12 - Inspirational Ainsley grabs moment to shine - From the squash court to the relay for ex-world champ - Recovering Niamh is honoured for her bravery in cancer fight - Fund-raising student Martin takes time out from exams - Olympian Imran leads park concert - The parade was just a brilliant idea and was fantastic to watch - Stoke City manager Tony Pulis speaks of Olympic Torch honour - Olympic Torch Relay: Stoke boss Pulis overcomes nerves to relay the Olympic 01.06.12 message

Torch Relay in the West Midlands: Impact evaluation Page 23 of 64 West Midlands Cultural Observatory 1.9 Saturday 30 June 2012: Staffordshire, Walsall, Wolverhampton, Dudley, Sandwell, Birmingham

Day 43 of the Torch Relay, on the eve of a 2-3 day extended stay in the West Midlands, the Torch convoy travelled from Derby and entered the region via Burton- on-Trent. At Burton, a large crowd of over 12,000 people lined the streets, despite the heavy rain26.

A poignant moment then occurred at the National Memorial Arboretum in Lichfield district, when Victoria Cross holder, Lance Corporal Johnson Beharry, carried the Torch through the silent, 11,000-strong crowd on Armed Forces Day. Images of Corporal Beharry were broadcast across the nation via various national media channels and publications. Corporal Beharry was awarded the Victoria Cross for twice saving members of his unit from ambushes whilst serving in Iraq. Speaking to the BBC, Corporal Beharry stated: “it was hard to enter the Arboretum, knowing I could have been on the wall”27.

Corporal Johnson Beharry carries the Olympic Flame at the National Memorial Arboretum. Image courtesy of LOCOG.

The sun having burnt away the early morning clouds28, the Torch then arrived at Streethay, to be greeted by a crowd of 3,000. Then onto Lichfield centre, where a very large crowd of around 25,000 “several-deep on each side of the road”29 welcomed the Flame. According the BBC live feed, some bystanders stated they had “never seen the city so full”30. An army of 247 volunteers helped keep the crowd safe31. Moving ever forwards, the Torch was then transported to Hopwas, where an estimated 3,000 people lined the streets.

Torch Relay in the West Midlands: Impact evaluation Page 24 of 64 West Midlands Cultural Observatory After a lull in the sunshine at Lichfield, the sun broke through again in time for the Torch convoy’s arrival at Tamworth, where an astounding 40,000 people lined the streets and castle grounds. Onwards to Great Wyrley and Newtown where, according to a report in the Cannock & Rugeley Chronicle, local shop owners benefitted from the 15,000-strong crowd, seeing a significant increase in takings32. At Newtown, popular boy band, The Wanted, carried the Flame, with a “posse of young fans [..] running down the road trying to keep up with them”33.

At lunchtime, the Torch reached Walsall borough to be greeted by a “quite brilliant turnout”34 of around 45,000 people, including crowds at Bloxwich, Leamore, Birchills, Walsall city centre and Willenhall. Crowds were delighted in Walsall, when streamers were launched as the Torch passed through the city centre.

By this stage of the day, the Torch had already been seen by over 154,500 people but this was the tip of the iceberg: by the end of the day, a total of 425,863 are estimated to have got a glimpse the Torch. The audience figure received another big boost in Wolverhampton, where around 70,000 people turned out to see the Torch, with people reportedly “standing five or six deep behind barriers, sitting on top of bus shelters, watching from balconies above shops, screaming, tooting horns and waving lots of Union Jack flags”35.

Onto Dudley, where 28,000 lined the streets, with an additional 2,000 witnessing a classic West Midlands photo opportunity when the Torch was carried by steam- powered boat down the canal at the Black Country Living Museum, before being carried on a tram.

The Torch is carried on a steam-powered longboat at the Black Country Living Museum.

Onto Oldbury in Sandwell, where the weather turned and umbrellas went up in the crowd36. Through Oldbury, West Bromwich and Smethwick a total crowd of around 40,000 witnessed the Flame, unperturbed by the weather. At one point, spontaneous music from wedding party at a pub en route led to street dancing.

Torch Relay in the West Midlands: Impact evaluation Page 25 of 64 West Midlands Cultural Observatory On what was a primarily warm, sunny afternoon in Birmingham, the Torch wound its way into the city centre and out again, towards Cannon Hill Park, to be greeted by “overwhelming support”37 along the way. An estimated 115,000 people lined the streets of Birmingham, with an additional 12,500 greeting the Flame at the Evening Celebration event. The penultimate torchbearer of the day was Sir Cliff Richard, who carried the Torch past Edgbaston Cricket Ground and was briefly surrounded by the good-natured crowd members, all jostling to get a souvenir photograph of Sir Cliff on their mobile phones. Earlier in the afternoon, the gathering Evening Celebration crowd had enjoyed performances by Soweto Kinch & the CBSO, Birmingham Royal Ballet and sampad. Mentions of the event were so frequent in Tweets that it was ‘trending’ on Twitter, reaching the top ten most popular topics of the day in the Birmingham area.

1.9.1 Operational lessons learnt?

Local authorities involved in the Torch Relay on the 30 June offered the following reflections on operational matters as part of their LOCOG Day Reports:

 The turnout for the Birmingham Evening Celebration event was below capacity due to issues relating to ticket allocation and this has led to press enquiries and fear of a degree of negative press coverage. The capacity of the event was 20,000 and 12,500 attended.

 A couple of learning points relating to communication between the local authority organisers and the LOCOG Torch Relay coordinators on the day. For example, there were periods of uncertainty regarding collection points and torchbearers.

 Sandwell stress the importance of communicating to local people the exact route that torchbearers will take to avoid disappointment when people line a part of the street that will not actually form part of the route.

 At Burton, there were a number of unlicensed street vendors along the route.

Torch Relay in the West Midlands: Impact evaluation Page 26 of 64 West Midlands Cultural Observatory 1.9.2 Media coverage

The Torch Relay in the West Midlands received the following media coverage (associated with the 30 June route)5:

Area Description of media coverage Date East Staffordshire BBC Radio 4 feature 30.06.12 BBC Radio Derby feature 30.06.12 Burton Mail - Burton burning with anticipation 28.06.12 - Olympic effort to make torch relay run smoothly 29.06.12 - Olympic Torch Relay in pictures 30.06.12 - This was our moment 02.07.12 Lichfield Channel 4 News, feature on National Memorial Arboretum leg 30.06.12 BBC News, feature on National Memorial Arboretum leg 30.06.12 BBC Midlands Today feature 30.06.12 BBC Radio WM feature 30.06.12 The Sun 30.06.12 - VC hero Johnson Beharry carries Olympic flame The Telegraph 30.06.12 - Armed Forces ay: War hero carries Olympic torch to national memorial The Huffington Post 30.06.12 - Armed Forces Day: War Hero Lance Corporal Johnson Beharry Bears Olympic Torch The Birmingham Mail 30.06.12 - War hero bears Olympic Torch on Armed Forces Day East Staffordshire, ITV News 11.07.12 Lichfield - The Olympic Torch relay: Day 43 Tamworth BBC Midlands Today feature 30.06.12 ITV Central News feature 30.06.12

5 Media coverage details sourced from LOCOG Day Report; please note: not all of the items of media coverage have been independently verified as having taken place

Torch Relay in the West Midlands: Impact evaluation Page 27 of 64 West Midlands Cultural Observatory BBC Radio WM feature 30.06.12 South The Birmingham Mail 30.06.12 Staffordshire - Boy band The Wanted set to carry the Olympic Torch through Newtown during Relay’s Midlands leg - Boyband The Wanted carry the Olympic Torch ahead of the Cannon Hill concert Express & Star 29.06.12 - The Wanted will carry Olympic Torch through Essington Cannock and Rugeley Chronicle 05.07.12 - Torch Run Leads to Bumper Sales Walsall Express &Star 02.07.12 - In pictures: Olympic Torch in Walsall and Willenhall Wolverhampton Express & Star - Nearly 90 Wolverhampton roads to shut for Olympic Torch relay 19.06.12 - In pictures: The Olympic Torch in Wolverhampton 02.07.12 Wolverhampton Chronicle 05.07.12 - Torch Leaves City Glowing Dudley BBC Midlands Today feature 30.06.12 Express & Star 02.07.12 - In pictures: Olympic Torch comes to Dudley The Birmingham Mail 30.06.12 - Black Country Living Museum hosts Olympic Torch Relay - Olympic torch relay welcomed at the Black Country Living Museum Stourbridge News 30.06.12 - Proud Black Country bosses speak following Olympic torch relay Dudley Chronicle 05.07.12 - Borough Fired by Torch Mania Sandwell ITV Central news, report on Torch Relay on West Bromwich High Street 30.06.12 BBC Radio WM, live broadcast from Oldbury from 17:20 30.06.12 Sangat TV (local Sikh channel), interview with Council member at George St Gurdwara 30.06.12 FREE Radio, interview with Cllr Darren Cooper just before the torch went along High 30.06.12 Street, Smethwick Raaj FM - interviews with Cllr Darren Cooper, Cllr David Hosell and West Bromwich 30.06.12

Torch Relay in the West Midlands: Impact evaluation Page 28 of 64 West Midlands Cultural Observatory neighbourhood manager, Diane Wright - ‘reflections on torch’ day, interview with Gary Bowman, Tony Potter and 03.07.12 torchbearer Karl Hinett Halesowen News 02.07.12 - Thousands turn out to see Olympic Torch journey through Sandwell Sandwell Chronicle - front page lead 28.05.12 - Huge Crowds in Torch Bonanza 05.07.12 Express & Star 02.07.12 - In pictures: Olympic Torch comes to Sandwell Birmingham BBC News Channel, coverage of Sir Cliff Richard’s run 30.06.12 BBC Midlands Today - live broadcast from Cannon Hill Park 29.06.12 - coverage of Relay including interview with torchbearer and The Wanted as well 30.06.12 as vox pops ITV Central News, live broadcast from Cannon Hill Park at 17:00 30.06.12 BBC Midlands Today, coverage of Relay including interview with torchbearer and The 30.06.12 Wanted as well as vox pops FREE Radio, coverage in hourly news bulletins 30.06.12 BBC News 30.06.12 - Congratulations to Sir Cliff after Olympic torch relay The Birmingham Mail - The Wanted and Cliff Richard celebrate Midlands Olympic Torch Relay 30.06.12 - Contractors to repair Cannon Hill Park following Olympic torch relay 10.07.12 Express & Star 02.07.12 - Video: Sir Cliff Richard carries Olympic Torch through Birmingham Birmingham, Daily Mail 02.07.12 Lichfield - Sir Cliff Richard burns bright at 71: Singer is an Olympic torchbearer Staffordshire, The Express & Star 30.06.12 Black Country - The Olympic Torch is here Staffordshire, The BBC News: 30.06.12 Black Country, - Olympic torch: War hero carries flame at national memorial Birmingham

Torch Relay in the West Midlands: Impact evaluation Page 29 of 64 West Midlands Cultural Observatory 1.10 Sunday 1 July 2012: Birmingham, Solihull, Worcestershire, Warwickshire, Coventry

Kick-starting a full day of West Midlands Torch Relay action, Day 44 began in Birmingham’s Victoria Square at the testing hour of 05:58. On what was described as a “glorious morning”38, the Cathedral bells rang out as the Relay got underway39, with around 35,000 lining the streets of central Birmingham.

Torchbearer Laura Birkbeck carries the Torch through Birmingham. Image courtesy of LOCOG.

Bunting-galore at Solihull, as a “very patriotic” crowd of around 27,000, sporting Union Jack hats and flags, cheered the Torch40.

Next, a foray into Worcestershire via a “jam packed” Redditch town centre41 where around 18,000 greeted the Torch, with an additional 10,000 welcoming the Torch at Astwood Bank. Remaining in Worcestershire, the Torch convoy was greeted by over 30,000 people as it made its way through Alcester, Evesham, Wickhamford and Broadway, amid several local fete events including a dog parade at Wickhamford and a Party in the Square event at Evesham.

After popping into the Cotswolds briefly, the Torch re-entered the West Midlands via the district of Stratford-upon-Avon, travelling through Newbold on Stour and Alderminster, before arriving at Stratford-upon-Avon centre. A total crowd of 71,500 witnessed the Flame along this section of the route. The Torch was carried past the RSC Theatre, having crossed the River Avon in a “beautiful and crowded” Stratford scene42.

Cultural Olympiad in the WM: An update on the impact of the programme Page 30 of 64 West Midlands Cultural Observatory Another truly unique West Midlands photo opportunity was had at Warwick next, as torchbearer Georgina Harland held the Torch aloft at Warwick Castle. On, through Warwick’s historic town centre which was reportedly “bathed in sunshine”43, the Torch subsequently moved on to Leamington Spa, which was packed to the rafters with a crowd of around 37,000, before moving onto Kenilworth, where crowds were enjoying live street music. A total of 100,000 people caught a glimpse of the Torch along this section of the route.

Torchbearer Georgina Harland holds the Olympic Flame in front of Warwick Castle. Image courtesy of LOCOG.

Warwickshire was certainly a hard act to follow, but the people of Coventry “turned out in force”44 to witness the Torch as it made its way towards the Evening Celebration event at War Memorial Park, helped along at one point by celebrity torchbearer – the footballing hero, Kanu. A crowd of 10,000 lined the streets of Coventry, with an additional 20,000 celebrating the Torch at the free evening event which may have provided some consolation to disappointed residents hoping to attend the cancelled Godiva Festival over the same weekend. The cancellation actually generated media coverage for the Evening Celebration because the fact that the event went ahead (at the same venue as the cancelled Festival) was part of the cancellation press release (see media coverage section, below). Local theatre company, Talking Birds, treated the Evening Celebration crowd to a rendition of their new, specially commissioned, musical theatre piece, ‘Song for Pheonix’.

1.10.1 Operational lessons learnt?

Local authorities involved in the Torch Relay on the 1 July offered the following reflections on operational matters as part of their LOCOG Day Reports:

 There was a reflection on an incident that occurred at Solihull, where security had to deal with group who had dressed up as police carrying guns. No disturbance was formally reported however.

Cultural Olympiad in the WM: An update on the impact of the programme Page 31 of 64 West Midlands Cultural Observatory 1.10.2 Media coverage

The Torch Relay in the West Midlands received the following media coverage (associated with the 1 July route)6:

Area Description of media coverage Date Birmingham The Birmingham Mail 01.07.12 - Olympic torch relay - Sunday July 1 Sunday Mercury 01.07.12 - Olympic torch relay - Sunday July 1 Solihull BBC Midlands Today (18:30), feature on Tommy Godwin 01.07.12 Solihull News 01.07.12 - Thousands cheer the Olympic torch through Solihull Worcestershire BBC Hereford & Worcester, feature 01.07.12 Redditch Advertiser - Olympic Torch Relay in Redditch a huge success 02.07.12 - Studley Brownies hold their celebratory Olympic Torch Relay event 05.07.12 Evesham Journal - Olympic Torch Relay in Evesham, Wickhamford, Broadway and the Cotswolds 30.06.12 - Olympic Torch returns to county 01.07.12 - Olympic torch returns to Worcestershire 02.07.12 - I was so delighted to carry Olympic flame 05.07.12 Warwickshire BBC News 01.07.12 - Olympic torch: Flame visits Shakespeare's birthplace ITV Central News 01.07.12 - The Olympic Torch is at Warwick Castle Coventry Telegraph 01.07.12 - Olympic Torch Relay draws bumper crowds in Warwickshire Stratford Herald 12.07.12

6 Media coverage details sourced from LOCOG Day Report; please note: not all of the items of media coverage have been independently verified as having taken place

Cultural Olympiad in the WM: An update on the impact of the programme Page 32 of 64 West Midlands Cultural Observatory - Thousands turn out in Stratford for Olympic torch relay Leamington Observer 05.07.12 - Olympic flame welcomed by thousands - The relay reaches Kenilworth Warwick Courier 03.07.12 - Olympic torch relay was an historic event for our towns Coventry BBC Midlands Today (18:30) , live broadcast from War Memorial Park (Godiva Festival 29.06.12 cancellation / Evening Celebration event) BBC Coventry & Warwickshire 29.06.12 - Coventry's Godiva Festival cancelled after floods NME 29.06.12 - Coventry's Godiva Festival cancelled after 'devasting' rain Coventry Observer 05.07.12 - Busier than Brum - Coventry's Torch Relay summed up Coventry Telegraph - Update: Godiva Festival cancelled but Torch Relay event goes ahead 29.06.12 Solihull, The Birmingham Mail 01.07.12 Warwickshire - Olympic Torch Relay Sunday – Solihull and Warwickshire Birmingham, ITV Central News, feature 01.07.12 Solihull, Sunday Mercury 01.07.12 Worcestershire, - Olympic Torch relay: Birmingham, Solihull, Redditch and Warwickshire Warwickshire, Coventry Birmingham, The Birmingham Mail Solihull, - Olympic Torch relay: Birmingham, Solihull, Redditch and Warwickshire 01.07.12 Worcestershire, - Pictures: Olympic Torch relay - emotion and pride sweeps the Midlands 02.07.12 Warwickshire, - Coventry

Cultural Olympiad in the WM: An update on the impact of the programme Page 33 of 64 West Midlands Cultural Observatory 1.11 Monday 2 July 2012: Coventry, Warwickshire

A memorable start to Day 45, as Ali Abdillahi, an 18 year old former asylum seeker from Somalia, carried the Torch through the ruins of Coventry Cathedral, helped along by a “good early morning turnout” of around 12,000 people. Another highlight as the Torch wound its way through the crowds, as Bhanumati Dabhi, a “tireless charity worker” who is registered blind45, took her turn with the Torch. During this stretch of the route, two boys stepped into the road and tried to get hold of the Torch, but were gently ushered back to the side of the road by Torch officials who nipped the incident in the bud with minimum fuss46. Before leaving Coventry, the Torch paid a brief visit to the Ricoh Arena.

Torchbearer Ali Abdillahi at Coventry Cathedral. Image courtesy of LOCOG.

After a short journey, a crowd estimated to be in excess of 20,000 gave the Torch a lively welcome at Rugby, with crowds 5 to 6 deep47, “clapping, cheering, waving flags”48. At Rugby, the Torch was carried through Rugby School where pupils re- enacted a nineteenth century game of rugby in old-style rugby kits, celebrating a sport that was invented at the school. The Torch was carried through a tunnel of rugby players who “waved their velvet caps” as it passed49. In preparation for the Torch Relay, Rugby Council had previously made the local news after unveiling a floral model of the Olympic Rings (placed along the Torch route), having been granted special permission by the International Olympic Committee. Crowds at Rugby were also delighted by golden streamers, which were launched as the Torch passed by.

Then onto Dunchurch, where an 8,000-strong crowd gave the Torch a West Midlands send-off as it passed through and out of the region for the last time as it headed onwards, towards the East Midlands.

Cultural Olympiad in the WM: An update on the impact of the programme Page 34 of 64 West Midlands Cultural Observatory 1.11.1 Operational lessons learnt?

Local authorities involved in the Torch Relay on the 2 July offered the following reflections on operational matters as part of their LOCOG Day Reports:

 At Rugby, a number of unlicensed street vendors were noticed along the route, something that was also mentioned as an issue at Burton-on-Trent on the Saturday.

 With six schools lining the route in Rugby, having designated areas for them was important.

 Again at Rugby, it was noted that megaphones were useful for stewards to manage crowds. Another reflection related to the importance of relocating steward teams to areas of high density crowds (a learning point echoed by other local authorities at on earlier dates including Worcester and Wyre Forest).

Cultural Olympiad in the WM: An update on the impact of the programme Page 35 of 64 West Midlands Cultural Observatory 1.11.2 Media coverage

The Torch Relay in the West Midlands received the following media coverage (associated with the 2 July route)7:

Area Description of media coverage Date Coventry BBC Midlands Today, live broadcast 02.07.12 ITV Central News feature 02.07.12 BBC Coventry & Warwickshire Breakfast Show with Shane O'Connor, live coverage 02.07.12 The Telegraph 12.07.12 - London 2012 Olympic Torch snatched by children in Coventry Coventry Telegraph 02.07.12 - Olympic Torch Relay leaves Coventry - picture special Coventry Observer, 05.07.12 - Olympic Torch Relay special edition - Coventry schoolboys pull Olympic Torch Relay prank - Coventry's torchbearers proud of themselves and their city Rugby BBC Midlands Today feature 02.07.12 ITV Central News feature 02.07.12 BBC Coventry & Warwickshire, radio coverage 02.07.12 Rugby FM, radio coverage 02.07.12 The Rugby Observer - Olympic Torch relay to shine on borough 29.06.12 - Olympic Flame welcomed by thousands 09.07.12 Coventry Telegraph 02.07.12 - Crowds line Rugby and Dunchurch's streets to see Olympic Flame Coventry, Rugby BBC News 02.07.12 - Olympic torch: Thousands meet flame in Leicester ITV Central News, feature 02.07.12

7 Media coverage details sourced from LOCOG Day Report; please note: not all of the items of media coverage have been independently verified as having taken place

Cultural Olympiad in the WM: An update on the impact of the programme Page 36 of 64 West Midlands Cultural Observatory The Guardian 03.07.12 - London 2012 Olympic torch relay: day 45 – in pictures

1.11.3 Media coverage – total attendance across whole region

The Torch Relay in the West Midlands received the following media coverage (associated with the overall experience across the region):

Area Description of media coverage Date West Midlands BBC Midlands Today (18:30), interview with Dave Moorcroft Re: total Torch Relay 02.07.12 attendance figure across the region ITV Central News feature 03.07.12 Birmingham Mail 28.06.12 - Olympic Torch Relay expected to draw 750,000 strong crowd in West Midlands Birmingham Post 03.07.12 - More than a million people turn out for Olympic torch in West Midlands Coventry Telegraph 05.07.12 - More than a million people see Olympic Torch in West Midlands

Cultural Olympiad in the WM: An update on the impact of the programme Page 37 of 64 West Midlands Cultural Observatory Impact assessment

1.12 Attendance

1.12.1 Audience figures by area

Local authority Locations Date No. people No. people Total that attended that lined the attendance events streets (adjusted8) Herefordshire Ledbury, Bartestree, 24-25 May 20,000 28,000 48,000 Hereford, Leominster, Ross-on-Wye Shropshire Ludlow, Cleehill, 24 May - 13,000 13,000 Cleobury Mortimer, Far Forest Wyre Forest Callow Hill, Bewdley, 24 May - 27,000 27,000 Kidderminster Wychavon Droitwich, Fernhill 24 May 3,000 20,000 20,000 Heath Worcester Worcester City 24-25 May 10,000 60,000 70,000 Malvern Hills Malvern, Malvern Wells 25 May - 15,000 15,000 Shropshire Oswestry, Pant, 30 May - 69,000 69,000 Llanymynech Shrewsbury, Cressage, Much Wenlock, Benthall, Broseley Telford & Ironbridge, Telford, 30 May 40,000 40,000 40,000 Wrekin Newport Stafford Gnosall, Haughton, 30 May 25,000 47,500 47,500 Stafford Stoke-on-Trent Shelton, Stoke-on-Trent 30-31 May 17,085 15,000 26,085 City, Cobridge, Burslem, Middleport

8 Where events took place along the street route, the event audience has been discounted to avoid double-counting. Only where events were entirely separate from the street route has the event audience figure been added to the total attendance figure.

Cultural Olympiad in the WM: An update on the impact of the programme Page 38 of 64 West Midlands Cultural Observatory Local authority Locations Date No. people No. people Total that attended that lined the attendance events streets (adjusted9) East Staffordshire Burton-upon-Trent 30 June 4,000 12,500 12,500 Lichfield Lichfield, Hopwas 30 June 11,000 31,000 42,000 Tamworth Tamworth 30 June - 40,000 40,000 South Great Wyrley, 30 June - 15,000 15,000 Staffordshire Newton Walsall Bloxwich, Leamore, 30 June 23,000 45,000 45,000 Birchills, Walsall, Willenhall Wolverhampton Wolverhampton City 30 June 3,863 70,000 73,863 Dudley Dudley 30 June 2,000 28,000 30,000 Sandwell Oldbury, West 30 June 40,000 40,000 40,000 Bromwich, Smethwick Birmingham Birmingham 30 June-1 12,500 150,000 162,500 July Solihull Solihull 1 July 9,000 27,000 27,000 Redditch Redditch, Astwood 1 July - 28,000 28,000 Bank Stratford-upon- Alcester, Newbold on 1 July 15,200 71,500 71,500 Avon Sour, Alderminster, Stratford-upon-Avon Wychavon Evesham, 1 July 2,000 16,000 16,000 Wickhamford, Broadway Warwick Warwick, Leamington 1 July 12,000 100,000 100,000 Spa, Kenilworth Coventry Coventry 1-2 July 20,000 22,000 42,000 Rugby Rugby, Hillmorton 2 July - 30,500 30,500 Total: 269,648 1,061,000 1,151,448

1.12.2 Proportion of the population that turned out for the Torch

Assuming 98% of the audience were West Midlands residents50, and assuming a low repeat attendance rate (1%)51, it can be estimated that 21% of the West Midlands population turned out for the Torch.

9 Where events took place along the street route, the event audience has been discounted to avoid double-counting. Only where events were entirely separate from the street route has the event audience figure been added to the total attendance figure.

Cultural Olympiad in the WM: An update on the impact of the programme Page 39 of 64 West Midlands Cultural Observatory As shown in section 1.14.2, Warwickshire, Worcestershire and Wolverhampton saw the largest crowds for the Torch Relay compared to the local population size.

Where the Torch passed through rural towns and villages, the crowds lining the streets often exceeded the actual population, suggesting people from neighbouring towns and villages descended on these localities, bolstering numbers. For example, 3,000 people lined the street of Bartestree (12 times the population); 10,000 lined the streets of Much Wenlock (4 times the population); 8,000 people lined the streets of Ironbridge (3 times the population); 5,000 lined the streets of Newbold on Stour (3 times the population).

1.12.3 Torchbearers

As shown in the table below, a total of 585 people carried the Torch through the West Midlands region:

Date Number of Torchbearers for West Midlands sections of the Torch Relay52 24 May 93 25 May 29 30 May 87 31 May 12 30 June 178 1 July 150 2 July 36 Total: 585

1.12.3.1 Celebrity torchbearers The following celebrities carried the Torch in the West Midlands:

Celebrity Torchbearer Date Place Sharron Davies 24 May Leominster Darren Campbell 25 May Worcester Alison Williamson (Archer) 30 May Much Wenlock Tony Pulis 31 May Stoke-on-Trent Twist & Pulse 30 June Burton upon Trent Lance Corporal Johnson Beharry 30 June National Memorial Arboretum, Lichfield The Wanted 30 June Newtown, South Staffordshire Helen Skelton 30 June Wolverhampton Kate Lawler 30 June Oldbury Kristian Thomas (Gymnast) 30 June Smethwick

Cultural Olympiad in the WM: An update on the impact of the programme Page 40 of 64 West Midlands Cultural Observatory Jodie Stimpson (Triathlete) 30 June Birmingham Sir Cliff Richard 30 June Birmingham Tommy Godwin (1948 Olympian) 1 July Solihull Nwankwo Kanu 1 July Coventry Tim Don (Triathlete) 2 July Coventry

1.12.4 Torch convoy crew

According to a LOCOG press release, a crew of around 400 officials / support personnel accompanied the Torch Relay on its journey.

The economic impact on the West Midlands resulting from the presence of the 400 Torch crew is likely to be minimal: accommodation and catering was provided by nationally contracted companies with headquarters outside the West Midlands.

1.13 Social Media / online

1.13.1 Twitter

The use of social media – specifically Twitter – proved a popular means of communicating messages about the Torch Relay in the West Midlands, both for the agencies involved in organising the Relay and for members of the public.

As previously noted by Worcester County Council (see section 1.5.1), Twitter proved useful in conveying general information to audience members and also, on the day, Tweets were successfully used to control crowd density, helping to encourage audiences to move away from ‘pinch points’. The fact that many audience members would have been able to access Tweets immediately, via their mobile phones, meant that Twitter provided a means of communication with audience members that had already left home, but were yet to reach the Torch Relay site. Twitter was also used by agencies to promote and document the Torch Relay.

Examples of Tweets by agencies involved in organising / supporting the Torch Relay:

Cultural Olympiad in the WM: An update on the impact of the programme Page 41 of 64 West Midlands Cultural Observatory

Twitter was also used as means of communication by the media. Here are a few examples of Tweets by local broadcasters / journalists, letting their followers know the latest Torch-related news:

Cultural Olympiad in the WM: An update on the impact of the programme Page 42 of 64 West Midlands Cultural Observatory

Members of the public adopted Torch Relay-related ‘hashtags’ such as: #torchrelay, #London2012TorchRelay, #bhamtorchrelay, #torchrelaycov and Tweeted about their own personal experiences of the Torch. Some examples relating to the Torch Relay in Coventry:

The volume of Tweets relating to the Torch Relay in the West Midlands was notable at times, as demonstrated by the following reports:

Cultural Olympiad in the WM: An update on the impact of the programme Page 43 of 64 West Midlands Cultural Observatory  According to the BBC, there were 142 mentions on Twitter for their Flag-waving elephants news item, relating to the Torch Relay on 24 May at Kidderminster.

 Mentions of the Cannon Hill Park Evening Celebration event on 30 June were so frequent in Tweets that it was ‘trending’ on Twitter, reaching the top ten most popular topics of the day in the Birmingham area.

 On Saturday 30 June (Day 43 of the Torch Relay), @WestMidsfor2012 received 7 times more mentions on Twitter than the daily average (source: topsy.com)

 @Coventry2012 attracted 120 new followers on 1-2 July, related to the #torchrelaycov hashtag, suggesting (but not proving) an upsurge in Torch Relay- related Tweets.

1.13.2 Live Stream

The online BBC Live Stream of the Torch Relay attracted significant traffic during the days that the Torch Relay was in the West Midlands. According to BBC figures, over the 30 June - 1 July weekend, the Live Stream attracted 24,124 visits from world-wide unique browsers and 23,712 unique visits from UK-based browsers: a total of 47,836 unique browsers. Anecdotally, this level of traffic was markedly greater than for live streams of this nature done before by the BBC in the West Midlands.

1.13.3 Websites

Some websites with Torch Relay content attracted higher-than-normal traffic:

 In the last two week of May, unique visits to Telford & Wrekin Council website increased by 1014% (compared to the first two weeks in May).

 Hits on the VisitWorcester website in May were up by 66.4% from 2011. On the Worcester Council website, the “Worcester Olympic Torch Route Revealed” new item received 6,309 unique page views, making it the third most popular page on the entire website for May.

 On the 30 June, Sandwell Council website saw 1983% increase in visitors from the average in the two weeks leading up to the weekend.

 Stoke City Council website crashed with volume of traffic to Torch Relay pages.

Cultural Olympiad in the WM: An update on the impact of the programme Page 44 of 64 West Midlands Cultural Observatory  Increase in web traffic to the wmfor2012 website in May and June. There were 42,024 visits to the site over these months (around 24% higher than for recent months). Torch Relay stories were the most viewed pages and 51% of searches in May were Torch-related.

 Black Country Living Museum saw a 39% increase in traffic during June which they attribute to the two prize draws they ran to win Torch Relay tickets.

 On a number of days in the run up to the Torch Relay, the London 2012 page on the Stafford Borough Council website was the ‘most viewed’ (usually it is the homepage – which is “never knocked off the top spot”).

1.14 Economic impact

1.14.1 Overview

Evidence suggests that the Torch Relay in the West Midlands generated around £3.5 million worth of economic activity. Estimated economic impact is £286,000 (before multiplier), or £383,000 (after multiplier).

Output Amount Audience spend generated (total) £2.5 million Spend by delivery organisations (total) £1.0 million Total (economic activity) £3.5 million

Additional, attributable spend by audience £260,000 members (after leakage)53 Additional, attributable spend by delivery £26,000 organisations (after leakage)54 Total before multiplier (economic impact) £286,000 Total after multiplier (economic impact)55 £383,000

Note: The methodology for calculating economic impact before multiplier is based on the UK Sport (2010) technique (eventIMPACTS).

Cultural Olympiad in the WM: An update on the impact of the programme Page 45 of 64 West Midlands Cultural Observatory Thus, only around 11% of the total cash spent by delivery organisations and audience members can be classed as economic ‘impact’ – money injected into the West Midlands economy as a result of the Torch Relay that was not present previously. The reason for the low (economic activity > economic impact) conversion rate is because: a) the vast majority of funding for the Torch Relay and associated events was sourced from local funders based inside the West Midlands region (88%); b) according to audience survey data, the vast majority of Torch Relay in the West Midlands event goers were West Midlands residents (98%).

1.14.2 Impact by sub-region

Warwickshire, Worcestershire and Wolverhampton saw the largest crowds for the Torch Relay compared to the local population size.

In terms of economic impact, Stoke-on-Trent saw the largest injection of cash as a result of the Torch Relay, having drawn in relatively significant levels of funding from national (non-local) sources.

Sub-region Total audience % of Total economic Economic impact population activity (gross (net spend by that total spend by audience audience / delivery audience / delivery organisations after equates to56 organisations) multiplier)57 Birmingham 162,500 15.7% £290,000 £41,700 Coventry 42,000 13.3% £214,000 £52,800 Dudley 30,000 9.8% £96,000 N/A Herefordshire 48,000 26.8% £163,000 £13,400 Sandwell 40,000 13.7% £246,000 £19,300 Shropshire 82,000 28.0% £151,000 £7,100 Solihull 27,000 13.1% £85,000 £6,300 Staffordshire 157,000 18.9% £513,000 £23,700 Stoke-on-Trent 26,085 10.9% £298,000 £112,000 Telford and Wrekin 40,000 24.6% £231,000 £21,000 Walsall 45,000 17.5% £199,000 £11,000 Warwickshire 202,000 37.7% £433,000 £34,500 Wolverhampton 73,863 30.9% £200,000 £2,600 Worcestershire 176,000 31.6% £420,000 £55,100 Note: aggregated sub-regional estimate of economic impact will not be the same as the regional economic impact estimate because they are measuring different things. The sub- regional estimate looks at cash that has been introduced into the sub-region from outside. The regional estimate looks at cash that has been introduced into the region from outside (different geographies).

Cultural Olympiad in the WM: An update on the impact of the programme Page 46 of 64 West Midlands Cultural Observatory 1.14.3 Impact on footfall and sales

There is anecdotal evidence to suggest that some local business owners located along the Torch Relay route saw an increase in sales in some localities. Specifically, food and drink businesses seem to have gone ‘on record’ most frequently with reports of better-than-usual sales. Overall, reports in the media suggest a positive impact on sales, but in the case of Walsall, it is worth noting that the Torch Relay would seem to have had a detrimental effect on those market stalls that had had to be relocated:

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Area Anecdotal evidence Source Worcester Headline – ‘Olympic Torch arrives in Worcester’: Worcester News (24 May) “the High Street was thronging and spectators were staking out coveted places along Friar Street [..] Cafes and bars along the historic thoroughfare were doing a roaring trade” Stafford - One publican reported sales as best day ever Stafford Borough - Retailer in Greengate Street said sales up more than 50% than a normal Wednesday Council - A restaurateur described it as ‘better than Christmas’ for sales South Staffordshire Headline – ‘Torch Run Leads to Bumper Sales’: Cannock & Rugeley Chronicle “Thousands of people lined the streets to welcome the Olympic Torch through Staffordshire. (5 July) Delighted traders said crowds helped them to record takings. Customers queued out of the door at The Village Newsagents and convenience store in Walsall Road, Great Wyrley. ‘As soon as the Torch had passed by we got even busier because people had been waiting for it for so long and were hungry and thirsty. We’d stocked up on extra supplies.’ At Masons Bar and Restaurant in Stafford Road, Newtown, bosses said takings had doubled. Owner Jane Kelly said ‘We were really busy and it was a brilliant day, everyone seemed to have a good time.’ Meli Nicolaou, owner of Coco Meli bakery stall in Lichfield, said business was up around 50%.” Walsall borough Headline – ‘In pictures - the Olympic Torch comes to Walsall and Willenhall’: Express & Star (2 July) “some borough businesses reported double the normal amount of trade [..] Walsall town centre manager Jon Burnett said: ‘Initial reports from local businesses in the town centre

Cultural Olympiad in the WM: An update on the impact of the programme Page 48 of 64 West Midlands Cultural Observatory indicate that the town was heaving and there was a real boost for sales’ [..]

At Wetherspoon’s St Matthew’s Hall [..] all staff were called to in cope with the demand. Manager Terry Jones said: ‘We were incredibly busy. We probably did double what we would normally do on a Saturday.’

Meanwhile, food vendor Nick Lockley, who runs Super Sizzler, was perfectly positioned on The Bridge to capitalise on the bumper crowd: ‘It was quiet in the morning but then it got really busy for us at dinner time,’ [..]

But some market traders who were forced to move their stalls to clear the Torch route along The Bridge said they were disappointed with their day’s trade [..]

In Willenhall, where thousands lined the streets and enjoyed activities put on in Market Place, traders said they had done around 20 per cent more business than usual” Dudley borough Headline – ‘Borough Fired by Torch Mania’: Dudley Chronicle (5 July) “More than 30,000 turned out to welcome the Torch to the borough with traders reaping the benefits of an estimated six-figure windfall. Not only were young and old able to take in the historic occasion on Saturday, but also the passing trade generated from the people who took to the streets delivered a welcome boost to borough businesses. Dudley South MP Chris Kelly estimated the borough’s windfall would top six figures. He said: ‘There must have been 30,000 people out on the streets of Dudley and I suspect most of those will have spent a couple of pounds each in the borough on average, so that’s at least a six-figure boost. Not only is this good for trade but it’s great to see the Black Country Living Museum showcase the best of the region’s great heritage, historic canal network and its industry.’

Cultural Olympiad in the WM: An update on the impact of the programme Page 49 of 64 West Midlands Cultural Observatory Mike Duley, director of Dudley Canal Trust, said the event had also seen a surge in first-time bookings for the Trust. He said: ‘We’ve got lots of events later in the year such as for Halloween and Aladdin in pantomime for Christmas which may also have more demand due to the interest generated by the Torch.’

Businesses at Castlegate, opposite the Museum and along the Torch’s route, enjoyed a bumper day on Saturday. Chris Hall, deputy manager at the Bostin Fittle pub, said 25 staff were called into work instead of the usual 18 to cope with demand. He added: ‘We had to fill out cellar to get ready so we had an extra 500 pints of beer.’

Jaspereit Gakhal, who runs the Tasty Fryer in Roseville, said she nearly double the number of bags of potatoes with 50 for her fish and chip shop customers.

Afia Sirkot, manager of the Mc onald’s franchise at Castlegate, called workers over from a sister branch in Halesowen” Sandwell Headline – ‘Huge Crowds in Torch Bonanza’: Sandwell Chronicle (5 July) “The Olympic Torch lit up the streets of Sandwell, as tens of thousands of people joined in a massive celebration, creating a trade bonanza for the area. Sandwell Council Leader Darren Cooper, who watched the flame pass through his hometown of Smethwick, said: ‘It’s been a really special day – a once in a lifetime event. People really came out for the Torch – Smethwick people lapped it up. If everybody here spent a couple of quid we’re talking about thousands of ponds into the local economy.’

Bera Mahli, who runs the Red Cow pub in Smethwick High Street, said he made double what he would normally make on a busy Saturday. He had to order an emergency extra 22 gallons

Cultural Olympiad in the WM: An update on the impact of the programme Page 50 of 64 West Midlands Cultural Observatory of beer – 880 pints – in the evening to cope with demand.

Manjit Singh Deu, who runs Simply Fresh on the High Street, also had a bumper day, taking £3,500 compared to a normal good day of £1,500. He also owns The Pheasant pub in Oldbury, The Wharf in Walsall and The Cock Inn in Bartley Green – all of which he said enjoyed a huge windfall due to the Torch and armed forces day celebrations. ‘It was easily the busiest day I have ever had.’” Wolverhampton Headline – ‘Torch Leaves City Glowing’: Wolverhampton Chronicle (5 July) “Police and local authority chiefs paid tribute to crowd and traders reported business boosted by up to 10 per cent. Dud Malik, chairman of the Wolverhampton Market Traders Association, said: ‘The extra people that the Torch brought to the city was good for business and added about ten per cent to our normal Saturday trade.’”

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A very small minority (2%) of respondents were from overseas (4 respondents): two from USA, one from Canada and one from France. It is interesting to note that three out of four of these respondents stated that they were visiting the area/region because of the Torch Relay, suggesting the Torch has the power to pull in a small number of international tourists.

1.14.5 Production of the Torch

Although not factored into the economic activity / impact calculations within this report, it is worth highlighting that at least 16 West Midlands companies were involved in producing the Olympic Torches, including:

 Premier Sheet Metal - Premier Group in Coventry were appointed by LOCOG to manufacture the Olympic Torches.  Bullfinch Gas Limited of Birmingham – designed and supplied the specialised, all-weather, liquified petroleum, gas burning mechanism used in the Olympic and Paralympic Torches.  Fattorini of Birmingham – made the stamped badges with the London 2012 logo, on the Olympic Torch.  Alucast of Walsall – produced the top and bottom caps, which hold in place the outer and inner sections of the Olympic Torch.  Crown Polishing and Plating of Wolverhampton – gold-plated the external surfaces of the Torches.

Sub-contractors to Bullfinch Gas Equipment Limited, to supply the myriad of small parts making up the burner mechanism, include the following firms from the West Midlands:

- Aston Fittings & Flanges Ltd, Birmingham – stainless steel fittings - Cerro EMS Ltd, Birmingham – brass forged parts - Midlands Fastener Supplies Ltd, Birmingham – fasteners - Midland Polishing and Plating Ltd, Wolverhampton – plating - M & M Turned Parts Ltd, Redditch – turned parts - Protaform Springs and Pressings, Redditch – springs - Quantum Precision Turned Parts Ltd, Birmingham – turned parts - R H Nuttall Ltd, Birmingham – gaskets and seals - Rivet Holdings Ltd, Birmingham – rivets - Walsall Box Ltd, Walsall – cartons - Springmasters Ltd, Redditch – springs

Cultural Olympiad in the WM: An update on the impact of the programme Page 52 of 64 West Midlands Cultural Observatory 1.15 Social impact

1.15.1 Demographics

Evidence from the audience questionnaires suggests people from all sections of the population turned out for the Torch in the West Midlands:

Torch Relay in West Midlands England the West population (%)58 population Midlands (%) (%)59 Black and minority 14.2 13.9 13.0 ethnic60 Disabled/limiting 8.0 18.3 17.3 long-term illness Aged 15 2.8 1.7 1.6 Aged 16 - 24 12.3 13.7 13.5 Aged 25 - 34 22.8 17.0 17.7 Aged 35 - 44 31.6 17.9 18.4 Aged 45 - 54 12.7 16.4 16.3 Aged 55 - 64 14.5 13.7 13.0 Aged 65 - 74 1.2 10.6 10.3 Aged 75+ 2.2 9.2 9.3

1.15.2 People’s experience of the Torch Relay

When asked what the ‘best thing’ was about being at the Torch Relay Evening Celebration event, many respondents mentioned the positive atmosphere and community spirit, the (good) weather and the opportunity to see the Olympic Torch:

“wonderful atmosphere + it's exciting - real community spirit”

“the feeling of the community pulling together”

“feelgood factor for local area”

Audience survey respondents, Stoke-on-Trent Evening Celebration event

“being able to see torch coming through Worcester”

“the weather has made event even more special / the only time this event is likely to take place in my lifetime”

“people / atmosphere / freebies / weather :)”

Audience survey respondents, Worcester Evening Celebration event

Cultural Olympiad in the WM: An update on the impact of the programme Page 53 of 64 West Midlands Cultural Observatory “People seem happy”

“Everyone getting together”

“The Torch showing”

Audience survey respondents, Coventry Evening Celebration event

Indeed, the emphasis respondents place on being around other people and on the positive atmosphere suggests the Torch provided a focal point for communities to simply get together and enjoy themselves, as well as being interesting in and of itself.

As well as enjoying themselves (98%), the majority of audience members either agreed or strongly agreed that the Torch Relay event had increased their pride in their local area (80%) and increased their sense that their community is a good place to belong to (78%).

Most also agreed that the Torch Relay event would encourage them to visit the venue / location again in future (77%), suggesting some form of legacy for the localities involved and hinting at the benefits that ensue from hosting such events.

Agree / strongly agree (%) I am enjoying myself at the event 98.3 The event is well-organised 93.1 The event is of a high quality 87.6 More so than before, I feel that my community 78.1 is a good place to belong to More so than before, I feel proud of my local 80.2 area The event has made me more likely to 76.7 participate in the kinds of activities on show at the event in future I am more likely to visit the venue / location 81.0 where the event took place in future

1.15.3 Unanticipated social impact: police interaction with the crowds

An area of social impact that was not anticipated relates to the interaction between the police and the crowds that lined the streets. There are several anecdotal reports which verify that police motorcyclists interacted with crowd as they waited for the Torch convoy to approach:

“The police have to have huge credit as the bikers have been getting the crowds into a right frenzy, waving and cheering and beeping their horns and sirens, it is great.” Source: Shropshire Star (25.05.12)

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The Torch Relay seems to have presented an opportunity for the police to develop community relations and perhaps challenge people’s perceptions to a certain extent.

1.16 Legacy

Fleeting as it is by its very nature, the Torch Relay in the West Midlands may have a more enduring impact on the region in several regards, although it is too early to make any definite conclusions in this respect.

The Torch Relay in the West Midlands certainly attracted significant coverage in the national media at points (the ‘elephant salute’ at Kidderminster, the Torch in Much Wenlock, Tony Pulis in Stoke-on-Trent, Corporal Beharry at the National Memorial Arboretum) and this may have helped to promote the West Midlands and its attractions to a national audience. It will certainly be interesting to monitor visitor numbers to the Severn Valley Railway, West Midlands Safari Park, the Potteries Museum & Art Gallery, Much Wenlock and the National Memorial Arboretum to ascertain if the Torch has left a legacy of increased visiting.

Evidence suggests that the Torch Relay had a positive effect on civic pride and sense of community. The Torch had the effect of bringing people from all walks of life together in one place to simply celebrate, and the social benefits of this should perhaps not be underrated, in the current context of economic austerity and subdued national mood.

At an operational level, agencies succeeded in organising and delivering an incident- free Torch Relay, enhancing their reputation as regards delivery of high profile events, and paving the way for future initiatives.

For some of the agencies, the use of social media (Twitter) proved effective and this may inform future ways of working.

Last but by no means least, the Torch Relay helped to generate economic activity in the region. Because of the sheer number of people that came out to see the Torch, an estimated £2.5 million was spent in local shops and food and drink outlets, with a handful of business owners claiming it was their best day’s trade ever.

Cultural Olympiad in the WM: An update on the impact of the programme Page 55 of 64 West Midlands Cultural Observatory Appendix 1: monitoring form template for Local Authorities

Output: Please enter your results below: 1 Estimate of the total number of people that No. people that attended the Torch Relay in your area; including: attended events?  - People that attended events - People that lined the streets

No. people that Please include all days and times that the Torch is lined the streets?  in your area

(If you need advice on how to estimate attendance please get in touch) 2 List of events that took place along the Torch route / were directly inspired by the Torch

3 If you collected audience postcode information for any of the above events, in each case please say how many audience members were: a) Local (resident within the Local Authority area)? b) Not local but from the West Midlands region? c) Not from the West Midlands but from the UK? d) Not from the UK? 4 If you have the information for any of the above events, approximately what percentage of traders at the event site (selling products such as food / merchandise to members of the audience) were local organisations based in the West Midlands region? 5 If you have the information please specify: a) The total amount of cash funding for the a) £______Torch Relay (and associated events) in your area (from all sources)? b) The total amount of cash funding that b) £______was sourced from outside your area (e.g. national funding bodies such as HLF, Arts Council etc)?

Cultural Olympiad in the WM: An update on the impact of the programme Page 56 of 64 West Midlands Cultural Observatory Appendix 2: Torch Relay Audience Survey template

TORCH RELAY IN THE WEST MIDLANDS - ATTENDEE QUESTIONNAIRE Everyone who completes this questionnaire will be entered into a prize draw to win £100 worth of High Street vouchers. All answers will be treated as confidential.

1) Name of event:

2) Date and time of event:

3) How far do you agree with the following statements? () Strongly Agree Neither Disagree Strongly on’t agree agree or disagree know disagree

I am enjoying myself at the event The event is well-organised The event is of a high quality More so than before, I feel that my community is a good place to belong to More so than before, I feel proud of my local area The event has made me more likely to participate in the kinds of activities on show at the event in future I am more likely to visit the venue / location where the event took place in future

4) What is the best thing about the event?

5) Is there anything you would change about the event to make it better?

6) If you are visiting the area/region (where the event took place) for the day or overnight, did you plan your trip particularly to go to the event?  Yes  No  Not applicable, I live locally

7) When you attended the event, did you / are you stay(ing) overnight in the surrounding area, staying somewhere other than your own home?  Yes  No

Where did you / are you stay(ing)?  With friends / relatives In paid accommodation (e.g. hotel) Other Please specify:

How many days in total did you / are you expecting to spend in the area / region as part of your trip to the event?

______

Cultural Olympiad in the WM: An update on the impact of the programme Page 57 of 64 West Midlands Cultural Observatory 8) Approximately how much money did you / do you expect to spend in the local area / surrounding region as part of your trip to the event PER PERSON? (Enter amounts in the grid below – please fill in all that apply) Items Amount per person (£) On local travel/transport On food and drink Merchandise / shopping bought at the event itself On accommodation (if you stayed away from home) Other purchases Please describe:

Did you attend the event specifically to see someone you know carry the Torch?  Yes  No

Personal Details A) If you live in the UK, what is your postcode? (Note: this will not be used to contact you or identify you)

B) If you live outside the UK, what country do you live in?

C) Are you male or female?  Male  Female

D) What age are you?   Under 16 55 - 64 16 - 24 65 – 74 25 - 34 75+ 35 - 44 Prefer not to say 45 - 54

E) Do you consider yourself to have any disabilities / long-standing conditions?  Yes  No

F) What is your ethnic background? (Note: This is different from your nationality - your ethnic background is how you categorise yourself based on your family history, culture and language etc)    White British Mixed (Asian and Black) Black African White Irish Asian - Indian Chinese Mixed (White and Black Caribbean) Asian - Pakistani White European Mixed (White and Black African) Asian - Bangladeshi Any other ( Please describe): Mixed (White and Asian) Black Caribbean

To enter the prize draw, please provide your name, email address and a contact telephone number below: Name: Email address: Telephone:

Are you happy for us to contact you in 3 months time to ask you a few more questions about how the event may or may not have affected you?  Yes I am happy to be contacted again and have inserted my contact telephone number above  No I would prefer it if you didn’t contact me

Would you like us to send you information about other London 2012-related activities and events in future?  Yes please  No thanks

Cultural Olympiad in the WM: An update on the impact of the programme Page 58 of 64 West Midlands Cultural Observatory Appendix 3: List of community events that took place along the route / were directly inspired by the Torch

Birmingham (30 June): Festival of Colours 12noon – 6pm, Summerfield Park B18 4HN Arts at the Heart 3.30pm – 7pm, The Mailbox B1 1XL: Birmingham to Brazil: 1pm – 7.30pm, Calthorpe Park B12 9LF: Birmingham (1 July): Dawn Chorus: 5.45am – 6.30am, Victoria Park B3 3DH: Sunrise in Sparkhill: 6am – 8.30am, Sparkhill Park B11 4HB

Dudley (30 June): Coseley School – Sport event Silver Jubilee Park – Family fun day Dudley Canal Trust – uniformed organisations Black Country Living Museum – music, theatre, dance, sporting activities Churches Together Dudley – provided refreshments including water from Salvation Army as part of national campaign St Thomas’s Community Games – promotion of event

East Staffordshire (30 June): Car Park Games at Pirelli Stadium (home of Burton Albion FC) World record attempt for Touch Rugby and various other family activities at Burton Rugby Club ‘Flash Mob’-dance routine composed of 200 children from local schools Gardening Olympics at Shobnall Leisure Complex

Herefordshire (24 May): Ledbury Community event Bartestree nursery Torch picnic Hereford Sixth Form college event Street performers in Hereford High Town Hereford Cathedral performance and jazz band and labrynth

Lichfield (30 June): Armed Forces Day (National Memorial Arboretum) Streethay Family Fun Day Austin 7 procession Music in Market Square Town Criers Competition Speakers Corner debates Junior Sailing Regatta Circus Olympique Olympic artwork in Minster Pool The Cathedral Dash Cars in the Park Community Games

Cultural Olympiad in the WM: An update on the impact of the programme Page 59 of 64 West Midlands Cultural Observatory Mambo Fun Day Olympic Flag Parade Minster Pool Aflame Hopwas fun day

Malvern Hills (25 May): Inter-school Olympics Festival, Fire breathers, stilt walkers, 2012 golden balloons, cheerleaders, mass Zumba class, Upton Youth Band, Chase Orchestra, Olympic Brunch at Malvern Theatres

Rugby (2 July): A range of community events; e.g. tea and sandwich mornings

Sandwell (30 June): Oldbury Event linked to armed forces day Church party, Bromford lane, also hosted a disabled torch bearer and his visitors. Sandwell college even, West Bromwich Ringway Gurdwara Langar celebration, giving of food to the public, High St West Brom Spontaneous music from wedding party at pub on route led to street dancing Community games and Sandwell and Birmingham Mela, Victoria park, Smethwick

Solihull (1 July): One big event in town centre, including a community parade with local scouts, brownies, dance groups and pipe band Sports village with table tennis, climbing wall, community games and sports clubs

Stafford (30 May): The circus on Parade Circus skills workshops

Stoke-on-Trent (30 May): Torch Relay Community Parade – walking carnival parade 1000 young people representing different Olympic Nations, 100 ‘Moves’ dancers, 100 ‘Sounds’ musicians Signal Radio outside broadcast Lower Park community activity sport taster sessions, Bhangra ance, Sainsbury’s face painting, ceramic tile art display, street entertainers Stoke-on-Trent (31 May): Potteries Museum & Art Gallery event: Staffordshire Hoard display, choir, Lidice musical ensemble, Saxon Warriors, Torchbearers medal presentation. Burslem Party led by Swann Bank Methodist Mission, live music, food, Lichfield Diocese Mobile Belfry. Portland Street Residents Association breakfast

Stratford-upon-Avon (1 July): Earlswood – Brass Band, Big Band, Alpine Horn welcoming the torch, Children’s Games, Children’s Choir, Stalls, Free Sausage rolls and cupcakes, Ice-cream van.

Alcester – Victoria Silver Band, Roman costumes, Morris Dancers, Irish Dancers.

Cultural Olympiad in the WM: An update on the impact of the programme Page 60 of 64 West Midlands Cultural Observatory Newbold on Stour – Village Breakfast, fete, sports races, raffle, brass band, ceilidh, pig roast, cider festival, music etc. Alderminster – Primary school performing Olympic Song, Primary School performing Olympic Dance. Stratford upon Avon – Morris Dancers and Cheerleaders; Torch visit coincided with Annual River Festival, Town Cricket Match and Town Craft Fair in Stratford on same day.

Telford & Wrekin (30 May): Ironbridge – flotilla of river cruiser, coracles, rowing boats, canoes on the river. Carers group were invited to travel on the River cruiser. Phoenix Steel band & street dance group and Abraham Darby Band. Community Games event, Morris Dancers, Tandem bike rides, Picnic refreshments set up, invite to families and schools to visit Enginuity & CORE after the relay event. Telford – Stilt walkers, stilt sportsmen (giant cricketers), Chinese dragon and performers, Community flags displays, Lord Silkin School steel band, Old Park Samba Band, schools with their workshop made wavy things on sticks, Free Radio Roadshow Newport – children’s Road race and cycle race, cycle demonstration, bowling demonstration, archery demonstration, street dancers, music, Newport Volunteer Army.

Walsall (30 June): Entertainment in Bloxwich town centre and park Entertainment in Walsall town centre included an all-day aquatics event in the Gala baths, sporting attractions in the Town Hall, outdoor sporting attractions and street performances Best of British event in Willenhall town centre Bloxwich JMI had an event for staff, parents and pupils Castle Business and Enterprise College Summer Fayre Walsall College open day WHG colleagues’ barbecue Queen Mary’s High School – event for staff, parents and pupils St Paul’s, The Crossing, Summer Fayre Guru Nanak Gurdwara open day (Willenhall) St Giles church flower festival St Giles school Dance Extravaganza Public houses along the route held events such as barbecues

Warwick (1 July): Lord Leycester Tea Party – Warwick Town Council Family Fun Day – St Nicholas Park, Warwick Myton Church – Family Fun Day Family Fun Day – Pump Room Gardens – Leamington Spa Family Fun Day – Abbey Fields, Kenilworth Music on the Street, Kenilworth

Wolverhampton (30 June): Blue Peter’s Big Olympic Tour Brass Bands x 10 Led Zeppelin Tribute Act Michael Buble Tribute Act Jazz Band

Cultural Olympiad in the WM: An update on the impact of the programme Page 61 of 64 West Midlands Cultural Observatory Country Band Pipe Band Dhol Drummers Male Voice Choirs x 3 Music School Musicians Tea Dance Traction Engines x 5 Mini Steamers x 2 Barrel Organ Groups of Cheerleaders x 4 North American Indian Village Line Dancing Elvises (x 60) Boxing Ring with sparring boxers – (W’ton Amateur Boxing Club hosting the Olympic team of the Commonwealth of Dominica) Wolverhampton Roller Derby Team School Choirs Plus various small sporting events including BMX riders, urban rebounders etc

Worcester (24 May): Evening Celebration at Worcestershire County Cricket Club with participation from Worcester Cathedral, College of Technology and City Parks who provided refreshments, face painting, demonstrations, street entertainment, music.

Wychavon (24 May): Droitwich and Fernhill Heath – Party in the Square event (local bands, etc.) garden parties, special ‘pub’ days

Wychavon (1 July): Evesham, Wickhamford and Broadway - Party in the square event in Evesham , retail market in Evesham, Farmers Market in Broadway, Dog parade in Wickamford, Party on the village green (Broadway) and Festival of sport in Evesham (local sports clubs, etc.)

Wyre Forest (24 May): Desperate men street theatre company Choir 2 school orchestra Samba Band

1 Average spend per head for ‘Day tripper (all categories)’ based on 173 cases (Torch Relay in the West Midlands audience survey data); Average spend per head for ‘Day tripper (visitor to the West Midlands)’ based on 75 cases (Cultural Olympiad in the West Midlands survey data, April 2012); Average spend per head for ‘Commercial stayers’ based on 28 cases (Cultural Olympiad in the West Midlands survey data, April 2012). 2 http://www.london2012.com/torch-relay/torchbearers/torchbearers=paul-watts-149/ 3 http://www.bbc.co.uk/torchrelay/day6

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4 http://www.bbc.co.uk/torchrelay/day6 5 http://www.bbc.co.uk/torchrelay/day6 6 http://www.bbc.co.uk/torchrelay/day6 7 http://www.bbc.co.uk/torchrelay/day6 8 http://www.bbc.co.uk/torchrelay/day6 9 LOCOG Day Report submitted by Wyre Forest District Council 10 http://www.bbc.co.uk/torchrelay/day6 11 http://www.bbc.co.uk/torchrelay/day7 12 LOCOG Day Report 13 LOCOG Day Report / http://www.bbc.co.uk/torchrelay/day7 14 http://www.bbc.co.uk/torchrelay/day12 15 http://www.bbc.co.uk/torchrelay/day12 16 http://www.bbc.co.uk/torchrelay/day12 17 BBC News: http://www.bbc.co.uk/news/uk-18252601 18 BBC News: http://www.bbc.co.uk/news/uk-18252601 19 http://www.bbc.co.uk/torchrelay/day12 20 http://www.bbc.co.uk/torchrelay/day12 21 http://www.bbc.co.uk/torchrelay/day12 22 http://www.bbc.co.uk/torchrelay/day12 23 LOCOG Day Report 24 LOCOG Day Report 25 http://www.bbc.co.uk/torchrelay/day13 26 LOCOG Day Report 27 http://www.bbc.co.uk/torchrelay/day43 28 http://www.bbc.co.uk/torchrelay/day43 29 http://www.bbc.co.uk/torchrelay/day43 30 http://www.bbc.co.uk/torchrelay/day43 31 LOCOG Day Report 32 Cannock & Rugeley Chronicle, front page, 5 July 2012 33 http://www.bbc.co.uk/torchrelay/day43 34 http://www.bbc.co.uk/torchrelay/day43 35 http://www.bbc.co.uk/torchrelay/day43 36 http://www.bbc.co.uk/torchrelay/day43 37 LOCOG Day Report 38 http://www.bbc.co.uk/torchrelay/day44 39 http://www.bbc.co.uk/torchrelay/day44 40 http://www.bbc.co.uk/torchrelay/day44 41 http://www.bbc.co.uk/torchrelay/day44 42 http://www.bbc.co.uk/torchrelay/day44 43 http://www.bbc.co.uk/torchrelay/day44 44 http://www.bbc.co.uk/torchrelay/day44 45 http://www.bbc.co.uk/torchrelay/day45 46 The Telegraph, 12 July feature 47 LOCOG Day Report 48 @WestMidsfor2012 49 http://www.rugbyschool.net/rugby-school-welcomes-torch-2 50 Source: Torch Relay in the West Midlands audience survey results 51 1% repeat attendance level introduced to account for occasions where people may have seen the Torch twice. The exact level is unknown (no data collected). 52 Source: Olympic Torch Relay ‘Shuttle Manifest’; Note 1: it has been assumed that there was a torchbearer for the 10 instances where there is a time slot but no name has yet been put against it within the Shuttle Manifest; Note 2: chaperones have not been counted as torchbearers; Note 3: when The Wanted boy band carried the Torch, this has been counted as 5 torchbearers.

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53 The leakage metric applied to audience spend on merchandise / shopping bought at the event site (to take into account spend with non-local traders) was 0.91, sourced from monitoring information supplied by local authorities. 54 The leakage metric applied to overall organisation spend (to take into account spend with non-local traders) was 0.91, sourced from SQW (2009) Performance Benchmarks: A quick guide for Advantage West Midlands - average leakage metric for Tourism & Culture interventions (21 cases). This metric was used for regional level (section 1.14.1) and sub-regional level (section 1.14.2) impact calculations. 55 Multiplier of 1.34 applied; source: SQW Consulting (2009) Performance Benchmarks: A Quick Guide for Advantage West Midlands, overall mean 'tourism + culture' multiplier, 15 cases, p18 56 Sub-regional population source: ONS (2010) mid-year population estimates 57 Note 1: Multiplier of 1.25 applied; source: BIS (2009) RDA Evaluation: Practical Guidance on Implementing the Impact Evaluation Framework, Figure D-1, p39; Note 2: Average spend per head for day trippers (visitors to the city / county) = £5.17, based on 35 cases (Torch Relay in the West Midlands audience survey data). 58 Data sourced from Census 2001; population for age category calculation excludes people Under 15 (questionnaires not completed with Under 15s as per MRS guidelines) 59 Data sourced from Census 2001; population for age category calculation excludes people Under 15 (questionnaires not completed with Under 15s as per MRS guidelines) 60 Category only excludes those defining their ethnic background as ‘White British’.

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