Socio Economic Impact of Craft Within Farnham & Surrey Hills Aonb
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SOCIO ECONOMIC IMPACT OF CRAFT WITHIN FARNHAM & SURREY HILLS AONB SOCIO ECONOMIC IMPACT OF CRAFT WITHIN FARNHAM & SURREY HILLS AONB CONTENTS 4 Executive Summary 8 Forewords Simon Olding - Crafts Study Centre Ali Clarke - Surrey Hills Arts Iain Lynch - Town Clerk, Farnham Town Council 10 Introduction 12 The National Landscape of Craft 22 Profile of Farnham and the Surrounding Surrey Hills AONB 24 The Economic & Social Impact of Craft in the Area and its Potential 44 Case Study - Dame Magdalene Odundo 48 Conclusions and Recommendations 49 Vision for the Future 3 EXECUTIVE SUMMARY The craft industry is robust but faces challenges The market for craft in the This study considers the current demic and the Creative Industries driving the average selling price UK has grown dramatically Craft sales: landscape of the Craft industry in Federation referring to it as a ‘cul- down. Online sales have seen a Farnham and the surrounding area tural catastrophe’, makers will be dramatic six-fold increase percent- over recent years and the 2006 - £883m of the Surrey Hills AONB. Using even more in need of support and age wise accounting for 10.3m the extensive current available opportunities to plan their futures. people buying craft via a digital appetite for both buying 2019 - £3bn data from the recently published Likewise, it is a time for the creative channel over the past year. and taking part in craft and Crafts Council’s report, Market for industries to be a force for good Craft, as a national benchmark, and support for the local commu- During this research period craft activities is enjoying a it has been possible to compare nity enabling disadvantaged and Farnham has been announced how Farnham and the Surrey Hills isolated groups to come together, as a World Craft City. This is a massive surge. Online sales of craft: AONB uses Craft to connect with explore their creativity and create pivotal moment in the town’s Craft communities and the economic shared experiences. history. Farnham has some major 2006 2020 health of the area and the ways in craft jewels in its crown but this isations celebrates the role of craft which it can be improved, harness- The market for craft in the UK has research can provide an insight at the heart of Farnham and aims ing the potential of the burgeoning grown dramatically over recent for the members of the Farnham to embed craft into the everyday craft market and interest in craft years and the appetite for both World Craft Town Advisory Board life of the town. The group seeks to experiences nationally. buying and taking part in craft and to enable them to embed craft into encourage new audiences and vis- 5% 33% craft activities is enjoying a mas- the community to both economic itors to Farnham; support a vibrant At this turbulent time when the cre- sive surge. There is a shift in the and social benefit. marketplace of craft-makers and ative industries have been particu- customer profile resulting in more promote the role of craft in improv- larly badly hit by the Covid-19 pan- competition among makers and This informal partnership of organ- ing health and well-being. Craft Council’s The Market for Craft, 2020 4 5 our high streets. Although pre-lockdown beyond those makers. An online resource for collectors and ers interviewed there was some evidence *The Guardian 19 May 2020 ** Crafts Council, Market for Craft - Definition of terms Potential Farnham reportedly was behind the curve dedicated craft signage could reinforce the area’s connec- Potential of collaboration between organisations, but Occasional maker: supplements other income with raft activi- of vacant units compared to national aver- tion with craft or creating easily accessible trails for visitors not necessarily on the scale that would be ty to earn money, through non-commercial platforms Everyday maker: participates in leisure time craft activities age, it is likely that many units will become and buyers. expected for a Craft Town. not intending to earn money through selling Economic Impact vacant during 2020/21. This presents an Social Impact unprecedented opportunity for landlords The World Craft City status provides the impetus to build The findings reveal that there is a strong of commercial units to work with the local Craft Tourism over and above the discipline led audiences Everyday maker or Occasional maker** in the Area community of makers and student commu- attending the Farnham Maltings Craft shows to showcase in the Area market eager to engage in community nity at UCA to offer free or subsidised short the breadth of local makers. This research indicated that activity. Farnham is well served in terms term rentals to makers selling craft prod- there was potential in creating sales via a national and of outstanding craft facilities from both This research also found a community of ucts, offering educational craft experiences international creative audience prepared to travel to seek With UK jobless claims rising by 70% to practical and academic aspects, with the professional makers with portfolio careers or as studios. There is a network of mak- out a seam of makers. 2.1m* in April 2020, this is leading to a University for the Creative Arts Farnham within the creative areas hungry for more ers in the area who are looking for more plethora of social issues including a dra- producing 100 craft graduates each year professional development, regular net- exhibiting and selling opportunities and this matic increase in mental health cases. through to world-renowned makers such working opportunities, support to create could present the opportunity. There will be even more need for activities as Dame Magdalene Odundo. The Crafts sustainable practices and to be integral to to engage communities that can active- Study Centre is a unique asset for the area a cohesive strategy for Craft in the area. ly improve health and wellbeing. As the and the highly active programmes of The In line with national statistics, local mak- Embedding craft more Watts Gallery report identified, one of the Maltings, New Ashgate Gallery and the ers wanted a comprehensive searchable reasons why the Art for All programme had Farnham Potteries complex within a mile database, which they felt would help sales. actively in the town is needed been so impactful was: or so from the centre provides numerous As their customer profile has altered and to raise awareness across all opportunities for these makers. mushroomed it has resulted in a more ‘Focused efforts are made to competitive market for the makers. There social groups where currently There is evidence that Craft Town status is has also been a greater need for makers to understand the characteristics of local currently not being leveraged to have a rip- create and develop a wider range of pro- the awareness is low. communities and what diversity means ple effect in the area other than the centre fessional skills to support and maintain a of Farnham. Through the work that both sustainable practice. As online sales have in the context of this corner of south Surrey Artists’ Open Studios and Surrey The recent announcement of Farnham as increased dramatically, so has the impor- Hills Arts are delivering, they are clearly a World Craft City will provide an obvious east England with very sharp contrasts tance of digital, online marketing and social attracting audiences and engaging makers and attractive hook for a marketing drive to media skills among makers. To create a in financial and educational standards in the process but their work could be part raise the profile of Farnham’s awareness to robust and sustainable market for these of a more strategic scheme to bring people the wider Surrey and surrounding areas. portfolio career makers they must hone right on the doorstep.’ into the Surrey Hills AONB which would their knowledge of teaching, marketing and rely on more resources to make the areas This research also found evidence of collec- This research indicates that individual or- technology. Through this research project more accessible to low income groups. The tors wanting to support and purchase work ganisations are targeting particular groups it has become apparent that for makers Countryside Restoration Trust’s drive to by local makers. There is currently limited to engage with, but that there is more to to remain and prosper in the region there regenerate Pierrepont Farm is the type of opportunity in the area for the established be done via a cohesive social programme needs to be an easily available network for development that will create a more area collector beyond the resources of the Crafts utilising the Craft heritage and Craft assets them that will enable them to thrive, work wide market. West Horsley Place in the Study Centre or New Ashgate Gallery. of the region as an authentic and highly together and support each other. Surrey Hills is a potential new hub for high Many collectors are going direct to the inclusive attribute. There is little second- quality craft tuition. makers or buying as a result of the visiting The Covid-19 pandemic is having, and will ary data available analysing audiences to markets or the annual Surrey Artists Open continue to have, a devastating effect on disprove that this is indeed currently being Studio, however they are not exploring undertaken. Of the majority of stakehold- 6 7 Ali Clarke Iain Lynch FOREWORDS Surrey Hills Arts Town Clerk, Farnham Town The Surrey Hills and craft go hand in hand. From Council ironworking and stone age pottery, medieval for- Simon Olding est glass production and 18th century basketry Farnham has been very proud of its status as to the clay brick and tile making that define the England’s first craft town.