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Home , Culture of Wales, Eisteddfod, Protected areas of Wales, Ruthin Craft Centre, Wales Millennium Centre

December 2016

Light Springs through the Dark: A Vision for Culture in FOREWORD Culture is important.

I am making this statement because I wish to…

• Remind people how important culture is. At times like these it is more important than ever to people and communities; a vital buttress that protects and enhances our quality of life.

• Promote more debate within Welsh politics and society about the value of culture, and how best we can work together to nurture and promote it.

• Encourage bright ideas and initiatives, from whatever source.

• Set out my ambitions for culture for this Assembly term, and unite our efforts across Government to extract maximum value from our investment in Culture.

The is fully national goals. As the goal is described committed to culture. By ‘culture’, or this is about creating ‘a society that ‘diwylliant’ in Welsh, we mean the arts, promotes and protects culture, heritage music, and heritage or put and the , and which another way, all of the creative activities encourages people to participate in the that give people purpose, and a sense of arts, and sports and recreation’. belonging and identity. However there is work to be done to We see culture as a priority. We believe re-unite our country. The result of the in it for its own sake, and in supporting Referendum on EU membership showed it with public funds. Culture is central to that we have a divided society. We need our society and our sense of nationhood, to reconcile divisions, and ensure people and embodies both our national feel connected and enfranchised. languages and their respective cultures. We also believe in artistic and cultural Persuading more people to take part in freedom, which is why we support ‘the creative (and physical) activity is vital, arm’s length principle’. if we are to get them to re-connect and believe that they have a stake in Welsh Culture empowers. It is hugely society. important in developing confidence, skills, and employability. Culture is also Taking part brings all kinds of benefits. increasingly important to our economy, It brings enjoyment, but it also helps and it makes a vital contribution to other people to become more confident, and key areas of public life, including health, to find out about themselves and their education, and regeneration. communities. It can boost personal, physical and mental well being. We start All this is reflected in our Well-being of from a good base, but we should aim Future Generations Act 2015, in which higher: I want Wales to be the most ‘a vibrant culture’ is one of the seven creatively active nation in Europe.

2 I am determined that we should continue And of course we have outstanding to send a confident, outward-facing collections like those at our seven message to the rest of Europe and National Museum sites, at the National beyond. Wales welcomes you. We value Library and our national digital archive cultural exchange. We are a vibrant, the People’s Collection, in Côf Cymru innovative and forward looking country. our online record of Designated Historic We want you to visit, and to experience Assets, in the Coflein online catalogue what we have to offer. of archaeology, buildings, industrial and maritime heritage, and in places like the My vision is of a Wales where culture is Glynn Vivian Art Gallery, Oriel Mostyn, central to the nation’s life and well‑being, and Oriel Kyffin Williams. a place where talent is revealed, nurtured and shared. Unless we strive Wales is producing world class output in to be creative and active we will never many different fields, for example Welsh be as healthy, fulfilled or as happy as National , National Theatre Wales, we’d wish. Theatr Clwyd, BBC National Orchestra of Wales, Artes Mundi, Singer of the World, and TV and productions The current landscape: including Dr Who and Sherlock. It also hosts a rich variety of events and where we are now , including the national, local, We have tremendous assets, which is and youth eisteddfodau, and the Hay, a tribute to public investment, and to Green Man, Wakestock and Number 6 the sector’s work, notably over the past festivals. 2 decades. In many ways the current All of this is helping to attract more and cultural landscape is very positive. more people to visit Wales, drawn in Wales has a long cultural tradition, great part by their desire to experience our talent and innovation. We have some special and distinctive culture. Added excellent infrastructure, and we have to this, our creative industries are the a rich, vibrant, bilingual offer. Levels of fastest growing sector of our economy. attendance at cultural events, and active And hundreds of our artists, curators, participation in cultural pursuits, are high archivists, musicians and dancers are – in 2015, some 79% of adults attended working in schools, hospitals, and in at least one arts event, whilst 40% the community to develop people’s 1 participated in artistic activities. There is creativity, confidence and well-being. also a really strong connection between our natural heritage and our cultural heritage and identity. Our landscape So there is a huge amount to enjoy continues to frame, and inspire, much of and to celebrate. But… our contemporary cultural output. …there is real uncertainty and anxiety, notably over EU funding and reductions We have world class attractions, such as in local authority support. Due to our three UNESCO World Heritage Sites, these pressures, the sector is losing and ’s castles and monuments. experienced and specialist staff, which We have state of the art facilities like the is putting its professionalism at risk. As , the National public funding falls, there is a clear need Waterfront Museum, Pontio, the for the culture sector to up its game still Archives, BBC further on fundraising, marketing, and and Pinewood studios. income generation. 1 Figures are taken from Omnibus Survey 2015. 3 Although we are making progress, there that it can make in the effective delivery are still too many people who feel that of other areas of public policy. The culture is elitist, or that experiencing or remainder of this document summarises taking part in it ‘is not for them’. that contribution, grouped around the four key themes within our Programme Whilst digital technology is for Government. It then suggests ways revolutionising the way people create in which the culture sector, with the right and consume culture, there are still parts backing and encouragement, can do of our country that feel disconnected. even more. Similarly, whilst technology is becoming ever cheaper and more personalised, Finally, it lists the actions we as a there are parts of the culture sector Government intend to take during this that have yet to exploit its potential. Assembly term to support the culture Whilst there is growing evidence of sector, and the contributions we are the effectiveness of cultural activity in looking for from our partners. If we work helping to address other key agendas, together, we can build an even more such as health and well‑being, creative nation, known for its vibrant, regeneration and tackling disadvantage, bilingual culture that can be enjoyed by and much good work is going on, I everyone. believe the culture sector can contribute even more in these areas.

How culture contributes to other agendas Ken Skates AM Cabinet Secretary At a time like this it would be easy to for Economy and say that we cannot afford to invest in Infrastructure culture, that it is some kind of ‘luxury spending’ that can no longer be justified. To adopt that approach would be a serious mistake. Culture is important, “Culture is ordinary: and has intrinsic worth. But we should that is where we must start” also recognise its growing value to our Raymond Williams (1958) economy, and the vital contribution

4 5 Light Springs through the Dark: A Vision for Culture in Wales. December 2016

Prosperous & Secure

Economy The creative industries are a vital engine Cultural organisations are more able of our economy. They contribute jobs to experiment with new forms of and wealth and help to put Wales on digital media outside of a commercial the map, raising its image world-wide. setting, so successful initiatives can The latest figures (2014) show that we then be used commercially. Our have over 5,300 creative businesses, heritage organisations are increasingly which generate over £2.1 billion annual making sites available and accessible turnover, and give employment to over for filming, which generates revenue, 49,000 people. and showcases those sites to a global audience. Successful productions like The culture sector produces talented Hinterland, The Library Suicides, Jack to individuals with transferable skills a King: the Story, in New that benefit our creative industries. York, Stella, and the Oscar nominated The not-for-profit culture sector can Y Syrcas all show the scope for more develop digital initiatives from which productions which serve as a ‘shop the commercial creative industries window’ for Wales’ culture and tourism. subsequently benefit.

6 One example is volunteering: almost 1,500 volunteers helped to deliver the cultural events we supported in 2015. Another benefit is return visits – for example or festivals at historic sites can encourage a whole new audience to those sites. Events can also provide a high profile platform for promoting the Welsh language. Looking ahead, many of our more prominent events are recognised as national and international leaders in their field. However examples such as the Hay, Green Man and No.6 Festivals are at or close to full visitor capacity. So the coming challenge will be to protect what makes them special and distinctive, whilst finding ways to develop and exploit their virtual, off-site, digital audience, through greater use of live- streaming and webinars.

Looking ahead: we plan to establish Examples ‘Creative Wales’ to support the creative industries; this new body will sustain Pinewood studios at least 850 jobs and £40 million a www.pinewoodgroup.com/our- year in production expenditure. We studios/uk/pinewood-studio-wales will help recipients of start-up and BBC Roath Lock entrepreneurship support to operate www.roathlock.com within shared creative spaces, and promote closer collaboration with the Do Lectures education sector to ensure a constant www.thedolectures.com pipeline of skills to boost the growth of the creative sector. Focus Wales Our events industry is a key sector in its www.focuswales.com own right. Cultural events are one of the Green Man two key elements, alongside sporting www.greenman.net events. It is a highly skilled sector which provides good quality jobs and training. Gregynog Welsh Government supported cultural www.gregynogfestival.org events alone supported over 500 jobs in the wider tourism economy during 2015. Hay Festival There is also a significant social impact www.hayfestival.com/wales from hosting events and festivals. They have the power to connect to people Gwenfflam Alight and communities from all backgrounds, and to promote participation.

7 Tourism But it will also depend on visitors knowing what we have, and when. We need to pique their curiosity, and tempt them with the opportunity to enjoy an authentic and distinctive experience of what our culture and our people have to offer. Future challenges include using digital platforms to promote easier access to information. We must also ensure that the cultural riches of Wales are featured and written about in the mainstream media and popular press. Culture is at the heart of the new Wales brand, which aims to harness Major events will continue to lure our creativity to reveal new stories that visitors. But we also need to brand complement our country’s rich culture. activity more clearly, and invent new Parts of the culture sector are very cultural tourism products, such as the significant tourism attractions, boosting proposed A55 Culture Corridor. We also visitor numbers, generating demand for need to encourage our heritage and transport, accommodation, catering and cultural institutions to work together other tourism-related business. £150 more, to maximise their commercial million per year is spent on holidays performance. The establishment of where culture and heritage is the main ‘Historic Wales’ will help us to achieve activity. More and more people are this. We need to maximise the economic visiting Wales to experience our culture potential of our historic sites. There is and cultural heritage. great potential – for example the recent investment in world-class visitor facilities That includes our food and drink, at Harlech Castle resulted in an increase essentials of life which are distinctive of over 25% in visitors to Harlech in just and create memories. Developing one year. tourism also means developing food tourism, with action plans in place, and activities underway, to raise visitors’ opportunities to sample our fare. This in Examples turn helps to develop our growing food Harlech Castle and drink industry. www.cadw.gov.wales/daysout/ Our tourism sector supported harlechcastle/?lang=en employment of 132,400 people in 2015 100 and contributed a GVA (Gross Value www.dylanthomas.com/dylan- Added) of £2.8 billion in 2014 2. Cultural thomas-100 tourism is a vital component of this: 61% of overseas visitors cite our historic St Fagans National History sites as a key reason for their visit to Museum Wales. Looking ahead, our success in www.museum.wales/stfagans developing cultural tourism will depend on investing in the visitor experience, including good quality accommodation at our landmark cultural attractions. 2 Source: Welsh Government Priority Sectors.

8 Regeneration The way that culture can be a catalyst for capital investment across Wales, these re-generation is a defining characteristic developments cannot succeed solely on of our time. The quality of a locality’s the basis of the physical infrastructure cultural facilities has a powerful they create. If genuine transformation influence on business people when is to be achieved, hearts and minds will they are thinking about where they need to be won over, by taking a holistic should base their companies. Business view of the way that a city or region decision-makers want a good quality of lives and breathes, and the well‑being it life for themselves, their families and for creates. their employees. This can only be achieved if all citizens People prefer to live and work in areas feel they have a stake in liveable places. they find attractive and distinctive. There Culture holds a key, at all levels in is great potential for the cultural and regeneration and place making, but creative sectors to support the new city only if it is mobilised, supported and deals and place-based regeneration cherished. generally. It is an opportunity that must not be missed. There is much we can learn from what has been achieved in Examples other UK cities such as Manchester, , Liverpool and Stoke-on- Wales Millennium Centre Trent, and also from cities overseas, like () Barcelona and Bilbao. www.wmc.org.uk

Culture, in its many different forms Caernarfon Waterfront makes a key contribution towards Regeneration Initiative creating diverse, vibrant, and viable www..llyw.cymru/ places. New or refurbished venues, en/Businesses/Regeneration/ galleries and museums can be the Caernarfon-Waterfront-and-Town- catalyst for further regeneration, and Centre-Regeneration-Initiative.aspx the establishment of ‘cultural quarters’ in our town and city centres, which in Arts Hub turn helps to create further vibrancy and diversity. Similarly, our heritage sites YMCA (The Hub) and historic places have an important part to play in supporting regeneration. Swansea High Street culture They are at the heart of identity and quarter distinctiveness, and can make a decisive contribution to quality of place. Townscape Heritage One example is Caernarfon, where Initiative enhancements to the townscape are www.dcfw.org/denbigh- creating a vibrant and fitting setting for townscape-heritage-initiative- the castle, which is a world heritage site.

Looking ahead, the culture sector has The BBC at Central Square the potential to play a defining role in (Cardiff) major regeneration projects such as www.centralsquarecardiff.co.uk the Cardiff Capital and Swansea Bay city regions. But, as we know from a previous generation of EU funded

9 International calling card. Part of ensuring that we as the Welsh Government have a clear agenda for international engagement will be to work more closely with Wales’ international activists in the cultural sector. Following the recent Referendum, the potential reduction in freedom of movement of people, goods and services to and from the EU is a major concern. Any new restrictions could make it very difficult to bring some creative organisations and professionals into Wales. We need to support such practitioners to continue to work here, Our culture has always been one of our for example by securing a cultural greatest exports. In recent years, some exemption clause to restrictions on cultural organisations and practitioners freedom of movement. We must deliver have played a prominent role in helping a strong message that Wales has an to promote Wales, and its culture, to international outlook, and wants to the world; for example Wales at the continue working with our European Smithsonian (2009), Womex (2013), and partners. We must also ensure that any Wales in Venice (2003 to the present). loss in EU funding for our culture sector is replaced by UK national funds. However in ‘post-Brexit’ Wales, soft power will have an increasingly important role to play, if we are to convince others that Wales is a modern, Examples outward-facing nation, for them to visit NoFit State in and do business with. If our soft power www.nofitstate.org/blog/admin/ can be deployed effectively, there are bianco-goes-australia huge potential benefits in terms of developing trade, helping to attract Wales in Venice inward investment, and encouraging www.arts.wales/artsinwales/ more tourism from overseas. venice

Looking ahead, we must further develop Wales in Edinburgh our relationship with bodies including www.wai.org.uk/wales-in- the British Council, Visit Britain, and the edinburgh international arm of the Arts Council of Wales, Wales Arts International. If we get National Museum Wales in China effective, joined up relationships we will www.museum.wales/blog/2011- be better able to promote Welsh culture 10-31/Chongqing-and-Wales overseas, and to ensure that Wales has appropriate representation in relevant BBC National Orchestra of Wales UK initiatives. From trade missions in to diplomatic visits, international www..co.uk/news/uk- showcases to educational exchange, the wales-34687319 should be an important

10 Light Springs through the Dark: A Vision for Culture in Wales. December 2016

Healthy & Active

Health and social care Engaging with creative activity can messages around public health issues, have a positive impact on health and and contribute to health, well‑being well being. By supplementing medicine and prevention. It can also improve the and care, cultural and creative activities mental, emotional and physical state of can improve the health of people who Health Service users, improve health experience mental or physical health and social care environments for staff problems. Well‑being, in its widest and service users, and help medical sense, is a key outcome of arts and staff, carers, patients and families to cultural activity. communicate more effectively with each other. Creativity, culture and the arts can help raise aspiration, confidence, a sense of There is already a diverse range of community and cohesion, and individual individuals and organisations working in and community well-being. They can this field. These include arts therapists, contribute to improved public health. researchers and curators who manage Creative activity can promote healthy arts and culture programmes in living and lifestyles, positive hospitals.

11 in which people’s physical and mental well-being is maximised and in which choices and behaviours that benefit future health are understood’. There is also scope for more collaboration between the sports and culture sectors. The two sectors can help each other – as evidenced for example by the National Trust’s hosting of park runs and heritage walks, and the work of companies like Rubicon in introducing contemporary dance to boys and girls, during PE lessons. There are also many individuals More broadly, programmes that use and organisations who work in sportsmen and women to promote the community to provide cultural literacy in schools, and Welsh opportunities for people experiencing Gymnastics’ ambitious social enterprise ill-health, or who require long-term social schemes are signposting future potential care. These include libraries, choirs, opportunities for the sectors to work painting clubs and dance groups. In together. We will look to both sectors, these ways, the culture sector is playing and the sponsored bodies, to take this a vital part in keeping people well and for work further. some, in avoiding the need for expensive medical interventions. Looking ahead, there is scope for the Examples culture sector to play a significant role in shifting the emphasis of our health Betsi UHB Arts in care system – from one focusing on Health and Well‑being programme ill-health, to well‑being and prevention. www.wales.nhs.uk/sitesplus/861/ There is already much good work going page/84956 on. Throughout the Welsh NHS, cultural interventions are helping to improve cARTrefu arts in social care healthcare environments and to provide www.ageuk.org.uk/cymru/health-- better quality facilities for patients wellbeing/cartrefu and staff – for example arts therapists, researchers, and curators who manage Better with Books’ scheme cultural programmes in hospitals, and www.nhsdirect.wales. targeted programmes in the community nhs.uk/lifestylewellbeing/ like the Wales Council for Voluntary bookprescriptionwales Action and Cwm Taf Health Board ‘Wales WCVA Wales Wellbeing Bond Well‑being Bond’. www.wcva.org.uk/media/2294746/ We will be extending this work under wales_wellbeing_bond_-_cwm_taf_ our new Programme for Government, overview.pdf by encouraging such interventions, by expanding the ‘social prescription ‘Singing for the Brain’, Canolfan scheme’ aimed at improving mental and Gerdd William Mathias/ physical health. This will help us to meet Alzheimer’s Society project our Well‑being goal of a ‘healthier Wales,

12 Light Springs through the Dark: A Vision for Culture in Wales. December 2016

Ambitious & Learning

Education For many young people, culture is the heart of young people’s learning. Two catalyst for developing independent years into this 5 year initiative there is critical thought. It inspires them with growing evidence that the programme ambition and confidence. It challenges is improving attainment, increasing poverty of aspiration, and helps to break opportunities, and enabling learners the cycle of deprivation caused by low and teachers to develop their skills and educational achievement. It can be the creativity. It was praised by Professor key that unlocks the door to further Graham Donaldson in his ‘Successful and higher education, and to eventual Futures’ report. employment. This recommended that our new Our joint £20 million programme with national curriculum should have six the Arts Council of Wales, ‘Creative Areas of Learning and Experience, Learning through the Arts’ is changing and that one of these should be The the profile of the arts and culture within Expressive arts, alongside Health and our schools. This programme is putting well-being; Humanities; Languages, creativity and the arts at the literacy and communication;

13 Mathematics and numeracy; and mainly in the fields of communications, Science and technology. As we look information, entertainment, science ahead, a key task will be to continue and technology. These areas of work to embed the programme of change all require high degrees of creative underway in our joint 5-year, £20 million imagination and entrepreneurial vision, initiative, ‘Creative Learning Through qualities that culture and the arts are the Arts’. We will support schools in the ideally placed to nurture and promote. delivery of the new curriculum through Increasingly, employers emphasise the the integration of creative teaching need for qualities and aptitudes that methodologies, supporting teachers in academic qualifications don’t always the enhancement of their own creative produce: creativity, communication, skills. We want schools in Wales to be empathy, flexibility, and team-working. creative, inspiring environments in which culture enlivens and animates school life. The cultural sector also has a crucial We will also create and help to resource role in helping people who for one a National Endowment for Music, to help reason or another are not in education, young people to realise their musical employment or training. Initiatives like talents. the Arts Council of Wales’s ‘Reach the Heights’ programme have shown how effective cultural bodies can be in re- Skills engaging young people who are not in employment, education or training, or at risk of this, and at helping them to acquire the ‘soft’ skills they need, such as confidence and improved communication, to re-engage with the workforce. A further role lies in maintaining the sector’s own skills base. Creative and Cultural Skills, as the national skills academy, has a vital role in attracting young people to work in the creative sector, and to help that sector to flourish.But cultural providers also have an important part to play. Cadw, for example, helps to ensure that specialist traditional skills are retained for the benefit of future generations by actively engaging in traditional skills development. Its in-house conservation crafts team Cadwraeth Cymru, has 25 skilled conservators. Cadw also uses its Historic Buildings Grant The cultural sector has a part to play in scheme to lever skills development developing the skills of Wales’s wider and access opportunities. The workforce. Creativity is permeating more national arts companies also have an and more areas of social and economic important responsibility to support activity. The dominant global companies skills development within their specific used to be concerned with industry and art forms; this is something the Wales manufacturing, but nowadays they are Millennium Centre, for example,

14 has been active in doing through staff in Wales to support our growing placements, mentoring of partner TV and film production sector. These venues, and provision of sectorial shortages fluctuate rapidly over time and training. range, from carpenters to accountants to hair and make up artists; this highlights Looking ahead, we must nurture the the need for proactive and agile skills and creativity of all young people, programmes to train and retrain people. but also stretch those who are more able and talented. From the earliest ages we can develop important skills Examples and disciplines, but we also need pathways for these young people Lead Creative Schools to move effectively into further and www.arts.wales/what-we-do/ higher education or the world of work. creative-learning/the-lead-creative- We must encourage our universities schools-scheme and colleges in their efforts to build nationally significant centres of learning Experiencing the Arts Fund and research. www.arts.wales/what-we-do/ creative-learning/the-all-wales- We have a strong base to build upon. arts-and-education-programme/ The University of ’ Faculty experiencing-the-arts of Creative Industries, for instance, has more than 3,000 learners studying Every Child a Library Member in the fields of theatre, performance, www.libraries.wales/schools sound and music, animation, games, visual effects, journalism, media, film, Summer Reading Challenge; art, design, fashion and photography. www.libraries.wales/staff-toolkit/ The Royal Welsh College of Music and summer-reading-challenge-2016 , as our National Conservatoire, delivers advanced training for the most Sistema Cymru: Codi’r To talented Welsh students alongside www.sistemaeurope.org/wales learners from the rest of the UK Cadw education programme and overseas. Such training equips www.cadw.gov.wales/ graduates to take up positions in the learning/?lang=en cultural system of Wales and elsewhere. The culture and creative industries Cadw Cadwraeth Cymru sectors should work more closely with universities and colleges to help design ACW ‘Reach the Heights’ and deliver industry-accredited courses programme which are focused on the needs of the www.arts.wales/what-we-do/ relevant industries. research/latest-research/reach-the- We also need the culture and creative heights-participation-programme industries sectors to be more proactive Wales Millennium Centre Creative at promoting the careers that they Scheme can offer, and to develop more www.andrewlloydwebberfoundation. , traineeships and com/grants-awarded/wales- mentoring opportunities. There is a millennium-centre particular need to develop the supply chain for the creative sector. At present, there are not enough skilled technical

15 Light Springs through the Dark: A Vision for Culture in Wales. December 2016

United & Connected

Tackling poverty and disadvantage As Baroness Andrews set out in her on those most in need. By co-ordinating 2014 ‘Culture and Poverty’ report, the joined-up working at a local level, with culture sector has a vital role to play in only a relatively small investment, the tackling poverty and disadvantage. Our cultural sector has shown it can innovate ‘Fusion Programme’ is showing how and collaborate to provide better culture can empower disenfranchised outcomes for people needing support. and alienated people, and give them a Looking ahead, we will strengthen the voice. This programme is breaking down Fusion programme by focussing on barriers, and identifying new ways to activities that promote pathways into encourage people to visit and participate employment. Cultural bodies can play an in cultural sites and projects. Of the even greater role in providing structured 1,500 people involved in Fusion projects volunteering opportunities, training in 2015, nearly a third took part in placements and accredited learning, courses, volunteered, or achieved a new all of which increase confidence, skill or qualification. This is a radical new motivation and employability through way of focussing our cultural investment the acquisition of vital skills.

16 We will continue to evaluate the impact and heritage enables different and and effectiveness of the programme, on excluded voices to be heard, unlike in a continuous basis. so many other walks of life. Many such organisations are doing excellent work to encourage groups who, for one reason Examples or another, have felt excluded from National Library ‘Cynefin’ project cultural venues and activities, to access www.cynefin.archiveswales.org.uk or participate in them. This includes, for example, people with disabilities, ‘Kids in Museums’ people from black and minority ethnic www.kidsinmuseums.org.uk/ communities and older people. Such manifesto-wales initiatives include free or discounted ticket prices, special showings and taster ‘Young Promoters’ sessions, and tailored projects in the www.nightout.org.uk/night-out/night- community. out-young-promoters-scheme.aspx Looking ahead, despite the sector’s Fusion: ‘Positive Identity’(Newport) special role in promoting the equalities www.facebook.com/UrbanCircle agenda, many cultural bodies still have work to do, to become truly Fusion: Oriel Crafters /‘ representative of the communities they Make Trips’ (Wrexham) serve, and to ensure that their work is www.wrexham.gov.uk/english/ fully accessible to everyone. Overall, the community/arts_centre/arts_centre_ sector needs to develop a workforce that home.htm better reflects the diversity of Wales, to improve representation in its governance structures, and to increase the diversity Equalities of its audiences, participants and users. By doing this, the culture sector will help us to meet our well-being goal of a more equal Wales, where people are enabled to fulfil their potential, no matter what their background or circumstances.

Examples Hijinx Unity Festival www.hijinx.org.uk/unity

Disability Arts Cymru www.disabilityartscymru.co.uk

The www.irisprize.org

The Hynt scheme www.hynt.co.uk/en Cultural organisations and activities play a particularly important role in Gwanwyn Festival bringing people and communities www.gwanwyn.org.uk together. Involvement in the arts, culture

17 The Welsh language The media also plays an important part in supporting the language. The range and standard of Welsh-language programming on and BBC Radio Cymru helps maintain Welsh as a modern language. The broadcasters also help to increase awareness of the language among those who can and cannot speak Welsh. Although broadcasting is not devolved, the Welsh Government is committed to doing all it can to ensure that Welsh-language broadcasting continues to thrive. Our continued financial support for a Welsh language daily on-line news service also contributes to our aspiration of seeing plurality of news services in Welsh. Looking ahead, the culture sector has an important role to play in supporting our goal of having one million Welsh speakers by 2050. If we are to achieve this, the sector must do more to support the provision of activities in Welsh, and to develop distinct events and activities which celebrate and raise awareness of ‘diwylliant’, our unique Welsh language There is an intrinsic relationship culture. It should also ensure that both between the culture of Wales and the diwylliant, and culture, are woven into Welsh language, and the culture sector any major events as part of how we has a crucial role in supporting our project ourselves to the world at large. Welsh language strategy. This includes increasing the provision of Welsh- medium activities for children and young people, and strengthening the position Examples of the Welsh language in the community. The National and local Eisteddfodau, www.urdd.cymru/cy and Urdd Gobaith Cymru, have a particularly significant role, not only in Theatr Genedlaethol maintaining and growing the language, www.theatr.cymru but also in increasing participation in cultural activity at a grass roots level. Theatr Bara Caws www.theatrbaracaws.com Other community organisations and resources also play a vital role in Creature Battle Lab’ (gaming) supporting the language; for example local libraries, which provide access to Sain Records digitisation project Welsh books and materials, and other Welsh language activities such as Ballet Cymru/S4C dance campaign reading groups.

18 Volunteering At a time when there is huge competition for time and money, such groups are thriving by utilising the expertise, experience and relationships of their members, friends, families and the local community. Looking ahead, we must promote the individual and community benefits of cultural volunteering, highlighting the many ways that people from all walks of life can get involved. Volunteers can do so much to sustain the cultural activities on which local communities depend. Community Asset Transfers are finding new ways of putting important local facilities into the hands of local people. We are committed to supporting this activity. We will also keep a careful eye on the rules and regulations of licensing that can sometimes make the difference between something of local value happening or not. There is scope for all parts of the culture sector to create more, good-quality volunteering opportunities, for example by training There are around 4,000 amateur arts, volunteers to digitise collections. crafts and heritage groups across Wales, everything from choirs, orchestras, brass bands, amateur theatre groups, Examples archivists and curators, to folk dancers, National / lace makers, quilters and painters. Eisteddfod Genedlaethol Most of these are local voluntary www.eisteddfod.wales organisations; they receive no public funding, and are largely self-sufficient, National Library Cynefin project covering costs through member fees www.cynefin.archiveswales.org.uk and income from ticket sales. Most National Library of Wales creative participation happens in such ‘Helping us to Achieve’ project groups, and an estimated 650,000 www.llgc.org.uk/about-nlw/work- people regularly participate in them. with-us/volunteer This kind of voluntary activity is about self-improvement, networking and Blaenavon World Heritage Youth having fun. Such groups give people Ambassadors who would not otherwise participate www.visitblaenavon.co.uk/en/ in culture, arts and heritage the Education/YouthAmbassadors/ opportunity to do so within their local Youth-Ambassadors.aspx community.

19 Digital Looking ahead, digital technology represents a huge opportunity for the creative and cultural sector. It needs to do more to promote and share its offer, and to exploit its IP. For example we have amazing cultural collections, but many of these are in storage. The public has a right to see this work, and digital platforms are a great way to make this happen.

Examples The People’s Collection www.peoplescollection.wales

Sibrwd www.sibrwd.com

UCAN GO www.nesta.org.uk/our-projects/ digital-rd-fund-arts-wales-case- studies/ucan-go

Cadw’s CGI dragon www.cadw.gov.wales/about/news/ The last 10 years have seen caerphilly-dragon-unleashed-to- unprecedented growth in digital support-wales/?lang=en channels and a proliferation of online content. In the culture sphere, mobile All-Wales Digital Library Service phones, webcams and computer www.libraries.wales/my-digital- software have democratized the means library of production. Now, everyone is a potential author, musician or filmmaker. National Theatre Wales community Technology is getting smaller, cheaper, www.community.nationaltheatre more powerful, and more personal; it is wales.org changing how we consume content, and offering new ways for exchanging views, ideas and content. Media and broadcasting The Welsh Government, and others like The role of the public service the Arts Council of Wales through its broadcasters in Wales is particularly Digital Innovation Fund, are incentivizing important, due to the weakness of the new ways of harnessing the power of print media sector. Unfortunately there is digital, whilst libraries and community limited coverage of Welsh public life and centres are helping people to access society – including culture – in the UK digital culture, and acquire digital newspapers and on the UK broadcast expertise. services which comprise the main media outlets in Wales.

20 The portrayal of Wales in UK media and S4C has provided a platform for the does not reflect the cultural diversity two organisations to identify and co- and richness of our nation. The public invest in creative talent that works in the service broadcasters have a crucial role medium of Welsh, as well as finding new in reflecting and enhancing the culture ways for artistic events and projects to of Wales, in both English and Welsh. It is find audiences. crucial that this continues, but also that provision is increased. The new BBC Similarly, the Public Value Partnership Charter gives the BBC a stronger public agreed between BBC Cymru Wales and purpose to reflect, represent and serve our Arts Council provides opportunities the diverse communities of Wales; it also to identify and nurture creative talent, reaffirms its partnership with S4C and encourage the commissioning of new provides a strong financial settlement work, and to grow digital and craft skills in relation to the licence fee element of across the creative sector. S4C’s funding, which is vitally important for S4C to continue to develop its Examples services. Y Gwyll / Hinterland Looking ahead, we should press www.s4c.cymru/en/drama/y-gwyll for more and better content and programming made for Wales, in Coast and Country Wales and about all aspects of Welsh www.itv.com/walesprogrammes/ life, including our culture and heritage. coast-and-country Important partnerships have been developed during recent years and this Fferm Factor needs to be extended to other bodies. www.s4c.cymru/en/entertainment/ The Memorandum of Understanding fferm-ffactor between the Arts Council of Wales

21 Light Springs through the Dark: A Vision for Culture in Wales. December 2016

What more needs to be done? How can we monitor progress?

To get to where we wish to be will In addition to our published require action, investment and programme, we will collaboration by national and local government, by the sponsored bodies, • Encourage local authorities to make and by the many different parts of ‘the the case for culture, and work with culture family’. This section summarises them, and other partners, to identify the actions the Welsh Government will more equitable ways to fund regional take, but also what we will encourage and national facilities. others to do, to help the culture sector • Press the UK Government for a full to thrive and develop over the coming replacement of EU funds beyond period. Finally, we describe how we will 2020, including monies that have we monitor and evaluate the progress been available to support culture, that is being made. including Creative Europe, Erasmus +, etc. What the Welsh Government will do We will deliver our new programme • Make greater use of our ‘soft commitments for Culture, which power’ by continuing to promote include a number focused on tackling international cultural exchange, and disadvantage, health, education, and where appropriate, by using our economic development – see Annex 1 cultural resources to support our which details our new commitments. efforts to promote overseas trade and inward investment.

22 • Do more to promote cultural tourism Wales, the Welsh Books Council and and the major events that invigorate the Royal Commission on the Ancient cultural life. and Historical Monuments of Wales, all have a key part to play as funders and What we expect from others enablers, as does the Heritage Lottery Fund and, to a lesser but still significant The Well-being of Future Generations extent, the Big Lottery Fund. We look to Act 2015 calls on us to work in these bodies to: collaboration with others to help us meet our well-being objectives. This way • Facilitate a greater contribution of working will be key to achieving the by the Culture sector to tackling goals within this statement – we need to poverty, and to supporting the work collaboratively with our partners health and social care, education, in local government, our sponsored equalities, regeneration and skills and bodies, and those working in the culture employment agendas. sector. We look to all of them to help us with this agenda, in the following ways: • Encourage the culture sector to be more proactive in pursuing new forms of income, in developing their Local government business and marketing skills, and in Local government support for culture is exploiting digital technology. As part vital, not just to avoid cuts and closures, of this, these agencies should review but for maintaining the well‑being of and refine their fundraising and their communities. We urge authorities business advice services, to help the to respond positively, by: sector to diversify its income base. • Using the duties within the • Work together to develop more Well‑being of Future Generations innovative and collaborative Act as the basis, articulating and approaches towards investment leading a local strategy for culture in culture; for example, ways in that provides a framework for co which Lottery distributors might operation in which individuals, co-fund cultural and place-based organisations and institutions can regeneration projects. achieve outcomes together.

• Consulting and engaging with their communities before taking major decisions about the future ownership, management or continued operation of cultural services and facilities.

• Enabling the creative use of public assets for social purposes, in ways that do not drive up their hard pressed revenue budgets.

Sponsored Bodies and Lottery Distributors The Arts Council of Wales, the National Library of Wales, National Museum

23 Cultural organisations We hope the culture sector will respond • Contribute to ‘Fusion’, our national positively to all the themes within this programme for tackling poverty Statement, but there are several key through culture, and ‘Creative areas where we look to it to respond. Learning through the Arts’, our national programme for increasing We look to cultural organisations to: cultural opportunities in schools • Help to persuade more people to and improving pupils’ attainment enjoy and take part in creative activity, through creativity. to help Wales become the most creatively active nation in Europe, and to contribute to our programme of Monitoring and evaluation open access to cultural opportunities It will be important to monitor and for young people. evaluate the progress being made in implementing the goals set out in this • Work to improve their sustainability, Statement. Almost by definition, some reach and resilience by developing cultural activities, and the outcomes their commercial, marketing and from them, are difficult to measure fundraising capacity, and by working objectively. to fully exploit the potential of digital technology, including the virtual Nonetheless, we recognise the need audience (through live-streaming, to improve the evidence base on the webinars, etc). effectiveness of cultural interventions, especially where these contribute to key • Work with partners to enhance the policy areas such as health, education visitor experience at our cultural and the economy. In order to do this, attractions. Assist Visit Wales, and we will: others to develop more opportunities • Monitor and report on progress for ‘cultural tourism’. against the actions in this Statement.

• Contribute to regeneration • Develop a coordinated Research, programmes, including the Cardiff Evidence and Evaluation Plan for Capital and Swansea Bay city regions, Culture in Wales, led by Welsh the Valleys Taskforce and the Mersey- Government, incorporating the Dee growth deal, by working in commissioning of culture related partnership with local authorities, research. This will draw together other cultural bodies, and other the research and evaluation work stakeholders. of Welsh Government and its sponsored bodies, to inform cultural • Work with health boards and health policy making. professionals to develop more well‑being and preventative health initiatives.

24 Light Springs through the Dark: A Vision for Culture in Wales. December 2016

Welsh Government programme commitments for Culture

ANNEX 1

PROSPEROUS & SECURE

Commitments We will exploit the unparalleled success We will ensure closer collaboration of the Creative Industries in Wales to with the education sector, to ensure a promote the country across the UK and constant pipeline of skills to support the the world. creative industries sector’s growth. We will set up ‘Creative Wales’ to We will promote the work of the support the sector in Wales. In doing so, International Musical we will aim to sustain at least 850 jobs Eisteddfod in bringing together and £40 million a year in production different nations. expenditure. We will build on the unprecedented Other related work success of the Year of Adventure We will look to develop more by designating 2017 as the ‘Year of cultural tourism routes and trails, by Legends’. We will exploit 2018 as ‘the investing in the visitor experience, Year of the Sea’, in order to invest in our and accommodation provision, at our seaside towns. landmark cultural attractions.

25 We will work to develop and exploit We will create and help to capitalise a virtual, off-site, digital audiences for National Endowment for Music, to help major events, for example through young people to realise their musical live-streaming and webinars, and potential. identify and develop opportunities for establishing new ‘Made in Wales’ events. Other related work We will work to facilitate an appropriate We will continue and consolidate, the contribution by the culture sector to the work under our 5-year, £20 million regeneration of the Cardiff Capital and initiative, ‘Creative Learning Through Swansea Bay city regions. the Arts’. We will support schools in the We will develop our relationship with the delivery of the new curriculum and in the British Council, Wales Arts International development of more creative teaching and Visit Britain, to ensure that we methodologies. maximise the opportunities to promote Welsh culture overseas; ensure that UNITED & CONNECTED Wales has appropriate representation in relevant UK initiatives. Commitments We will seek to increase investment in HEALTHY & ACTIVE the arts by creating a Challenge Fund, initially for arts and sports organisations, Commitments to match fund their projects and to fuse We will introduce a new Wales creativity and digital exploitation. Well‑being Bond aimed at improving We will create ‘Historic Wales’ to mental and physical health. enhance the commercial functions of We will continue to work to end the the Welsh heritage sector and promote stigma of mental illness and work with the relevance of national institutions to schools, employers and other partners people’s lives. to improve well‑being at work, in Working with partners, we will create education and in our communities. the ‘A55 Culture Corridor’, promoting the tourism value of our world-class castles, mountains, coast, towns and AMBITIOUS & LEARNING countryside, and turning it in to one of the major cultural routes in Europe. Commitments Invest more than £1 million each year Create a minimum of 100,000 high in the continued transformation of our quality all age apprenticeships. libraries and local museums. Set new conditions of funding for sports We will carry out feasibility studies on and cultural organisations that receive establishing a National Art Gallery, and public monies to support young people a Football Museum in – from deprived backgrounds. reflecting our agreement with on the draft budget for 2017/18. Extend our programme of open access to cultural opportunities for young We will look to offer three-year funding people. settlements, in order to give a greater degree of security and certainty to

26 national sponsored bodies, such as Arts Council Wales and Sport Wales with the caveat that our spending power is dependent on what the UK Government offers Wales. We will continue to work with the National Eisteddfod, as one of the premier cultural events in Europe, on modernisation and marketing. We will press for fair funding of public service broadcasting through the medium of Welsh and English. We will place a particular focus on supporting community crowdfunding projects as a means of promoting Wales as a destination, encouraging digital literacy and growing the digital economy. We will explore the options for supporting online and print media.

Other related work We will strengthen the Fusion programme by focussing on activities that promote pathways into employment. We will implement the provisions of the Historic Environment (Wales) Act 2016 and the associated advice and guidance that will provide more effective protection to listed buildings and scheduled monuments; improve the sustainable management of the historic environment; and introduce greater transparency and accountability into decisions taken on the historic environment. We will continue to support Community Asset Transfers as a way of placing important local facilities into the hands of local people. We will press for more and better broadcasting content, and programming, made for Wales, in Wales and about all aspects of Welsh life, including our culture and heritage.

27 Image Credits

Amgueddfa Cymru China (p.10) From the Station to the Sea, Coastal Housing and Volcano Theatre (p.23) Arts Alive Wales, Portfolio (image: Toril Brancher, p.22) (image: Jenna Foxton/Fanatic, p.07) Awr Ddaear/Earth Hour, Head4Arts (image: Mark Lewis, WWF Cymru, p.13) Hinterland, by kind permission of S4C (image: Warren Orchard, p.21) BBC Roath Lock, Front View (image: Betina Skovbro, p.07) Jambyls, Eisteddfod yr Urdd 2016 (image: Irfon Bennett, Big Splash, The Riverfront (image: Creative Fez, p.01) p.18)

Cadw Cadwraeth Cymru, Crown Copyright (images: p.14) Only The Brave, Wales Millennium Centre (image: Helen Maybanks, p.05) Cynefin Project, National Library of Wales(p.19) Pontio Open Day (image: Iolo Penri, p.18) DilynFi, Cwmni’r Frân Wen (image: Geraint Thomas, p.27) Silly Kings audience (image: National Theatre Wales, p.20) Dylan Thomas 100, Writing Shed (image: , p.08) Singing and Dementia (image: Betsi Cadwaladr University Health Board Communications, p.12) Ensemble Cello, Canolfan Gerdd William Mathias (image: Geraint Thomas Panorama, p.05) TEAM (image: National Theatre Wales, p.20)

Expressions Associates Dance Company, Artis Community The Company of Trees, Helen Sear, (image: SpringBox Photography, p.26) Wales in Venice 2015 (p.06)

Family Matinee for BBC Get Creative in March 2016, Unusual Stage School DAC (image: Rachel Stelmach, p.17) National Dance Company Wales (image: Catherine Gomez, p.05) What Is Craft? (image: Craft Centre, p.16)

FiDiFi, Cwmni’r Frân Wen (image: Kristina Banholzer, p.11) Welsh Language Writing Group DAC (p.27)

Mae’r ddogfen yma hefyd ar gael yn Gymraeg. This document is also available in Welsh.

© Crown copyright 2016 WG30393 Digital ISBN 978-1-4734-8316-3

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