ARGYLL AND BUTE COUNCIL Economy Policy & Performance Group

DIRECTOR OF COMMUNITY SERVICES 13 March 2008

HIGHLAND YEAR OF CULTURE 2007

1. SUMMARY 1.1 This report updates members on the impact of the Highland Year of Culture funding 2007 by reviewing the economic impact the funding has generated as well as the cultural and sporting legacy. 2. RECOMMENDATIONS 2.1 Argyll and Bute Council recognise the important financial impact of cultural, sporting and heritage events to the economy of the area and continues to support future events and festivals which promote culture and sporting initiatives .

3. DETAIL

3.1. Backgound

Jack McConnell, First Minister at the time, called for 2007 to be designated Highland Year of Culture following the failure of to achieve the City of Culture status.

The remaining £200,000 of Argyll and Bute’s Major Events and Festivals budget was directed towards funding events and festivals for the Highland Year of Culture 2007 programme.

• There were six strands to the Festival – arts; heritage; sport; language; science; environment. • The event also had to relate to one or more of the themes of- Youth; Gaelic; creativity; access and inclusiveness; the Highlands as an inspirational place; Highland homecoming; re-interpretation of traditional Highland icons • Events had to incur a minimum total expenditure of £30,000 and the Council’s contribution was minimum of £5,000 and a maximum of £30,000 (the Council not exceeding 25% of the total funding package) • Criteria was in line with Event and Scotland’s Year of Culture indicators used to assess the value of the public funding contribution which included at least 2,000 visitors to the event and 300 overnight stays in the area as a consequence of the event. • The Council’s partner in Argyll and Bute was the then Argyll and the Islands Enterprise, who also contributed £200,000 to the event, including the first year grant for Connect, which is part of a three year funding agreement.

There were three strands of the programme which are fully outlined in Appendix 1: • Commissioned events

1 • Education events • Cultural and Sporting events

3.2. Benefits of Cultural Tourism

3.2.1 Key Indicators met: 300 overnight stays and 2000 visitors The vast majority of events surpassed the targets that had been set.

Event Funding Over 300 Over 2000 Overnight Visitors Stays Cantilena £7,875 N/A 1302 Connect £100,000 1540+ 16000 Cowalfest £16,768 400 11953 Islay Jazz Festival £6,000 1163 2039 Feill Chaluim Chille £30,000 581 3045 Isle of Bute Jazz £9,000 895 2534 Festival Half Life £30,000 4073 8658 Highlands and £5,000 3000 4000 Islands Dance Festival Kilmartin £10,000 1000+ 10,977 Wild Isles £8,232 500+ 8238 + Mull of Kintyre Music £12,000 1650 3000 Festival Swamp Soccer £6,000 1300 2000

Reforesting Scotland £10,000 305 890 – plus Mid Argyll many local people with disabilities Secondary Youth £15,000 119 580 Games Tiree Wave Classic £10,000 2460 bed nights 250* higher number not expected in light of island accommodation. Tarbert Scottish £7,500 2200 2200 series Chopard 8 Metre £7,500 2500 1000 Centennial - Rhu

3.2.2 Increased Visitor Spend Events contributed to increased tourist spend in relation to: • Accommodation • Food and Drink • Attractions

2 • Travel and Transport • Shopping as demonstrated by the case studies below.

Case Study: Half Life Attendances: performance: 3079, site 5579, Total 8658 Overnight stays: 5,579

The event created a spend of: £673,267 visitor spend £250,880 bed spend £97,000 company spend Estimated impact over a ten year period £1,792,056

In the local area during September 2007 nearly 50 local businesses were used to provide services or goods as part of the project.

Kilmartin House Museum reported a 28% rise in its visitor tickets over four weeks and an increase in its café of 38% over the same period. Others noted that the HALF LIFE project had helped to extend business by an extra two weeks.

“During the whole 2 weeks we were very, very busy. And we were busy all day every day. I’d say business was up around 50%.” Café 35, Lochgilphead

“September been the busiest month all year. We could have filled the place several times over. On the last weekend could have filled it 10 or 20 times over.” B&B, nr. Kilmartin

Raised profile of the area through local and national media publicity.

Legacy: Design and development of a new amenity, increased skills and confidence in the community

Case Study: Connect Attendances: 16,000 Overnight stays: 140 hotel/bed and breakfast and estimated camping 1,400+

Local businesses benefited e.g. at Inverarary 2000 pairs of wellington boots were sold and 4000 rolls at Argyll Bakeries. There was also positive promotion of local foodstuffs in Argyll food tent. Economic impact estimated at £2m, a full economic impact study will be completed for 2008 event.

Over 50% of the tickets sold were to English postcodes with significant overseas sales as well.

Case Study: Centennial World Championship 2007 : Chopard

22 yachts entered from 11 countries Participants: 300+ 3 Overnight stays:2,500

Economic impact: £250,000 minimum. Unquantified spend in local bars, shops etc

Clubhouse, grounds, pontoons etc were open to the public with free access to visitors. Local produce sourced for catering, local shops used where possible.

Raised profile of area through extensive local, national and international media.

Legacy: Club has been approached to host a number of future National and International sailing events.

3.2.3 Increased profile of Argyll and Bute i. Tourists from across the world Audiences were attracted from across the globe to events, examples are detailed below:

5% International 26.7% and Wales Cowalfest 16.7% rest of Scotland 51.6% Cowal Islay Jazz 12% outside Europe 8% Europe Festival 16% England 64% Scotland Kilmartin Attendance from Norway, Canada, South Africa, Japan, USA, Australia, New Zealand, and other parts of British Isles

International comments demonstrated how people had been inspired by historical importance of Kilmartin Glen, its landscape and heritage: ‘…Thoroughly inspirational and educational …’ Canada ‘….Professional and thought provoking …’ New Zealand Half Life 0.5% International 9.6% Rest of UK 63.1% Rest of Scotland 26.9% Argyll and Bute Highlands 10% International 10% Rest of England and Islands 50% Rest of Scotland 30% Argyll and Bute Music and Dance Festival Tiree wave 15% International 35% Rest of UK Classic 35% Rest of Scotland 15% Highland Tarbert 20% International 10% Rest of UK Scottish 70% Rest of Scotland ( includes local sailors) Series ii. Increased Press Coverage

There was widespread coverage in a range of media from newspapers to radio and television, examples are detailed below.

Kilmartin/Half Life Local and national press coverage, Kilmartin exhibition featured in Council of British Archaeology Briefing, lecture upcoming at University of Cambridge in March 4 2008

“Before us stretch 150 square miles of breathtaking Scottish landscape. Boasting more than 350 ancient monuments within a six mile radius, S- shaped Kilmartin Glen is one of Europe’s most important pre-historic sites.” rd The Guardian 23 August 2007

“Kilmartin is different again…This remote corner of Argyll is one of Scotland’s richest prehistoric landscapes with a high density of cup and ring marked rocks.” The Herald th 28 August 2007

“…Kilmartin Glen, a wildly beautiful art of Western Scotland, with a great deal of well-preserved evidence of Neolithic occupation…” nd Sunday Times Culture Magazine 2 September 2007 Connect National Press and TV coverage including ‘Good Morning Scotland’. Internet coverage including videos on YouTube. Cowalfest Continuous coverage in local and national press Islay Jazz festival High quality coverage in Scotsman and Sunday Times Feille Chalium National press, radio and website coverage Chille Mull of Kintyre National press and music magazines Music and Arts Festival 2007 Tiree Wave Magazine coverage – 74,000 print run Classic Website – 9,000 members – 400,000 hits per month PWA website – 1 Mil unique page impressions/month TV – News, Sail TV, BBC Adventure Show, Sky Sports Estimated Value - £400,000 Reforesting Local Argyll Newspapers Scotland Magazine Articles Woodlands of Website Dalriada Mull and Iona Wild Media and Internet profile throughout the year. Isles Coverage of Sea Eagles on a number of wildlife programmes including Springwatch and Landward. National Newspaper and Magazine articles.

3.3. Cultural and Sporting Legacy also includes

3.3.1 Educational Impact i. Argyll Rhapsody The funding allowed work with secondary pupils from all schools, initially by putting workshops out to them, then by bringing them together for a musical showcase. It enabled young musicians to work and perform with some of Scotland’s top traditional musicians as well as being able to perform a new piece of music written especially for them to reflect a 21 st Century setting of

5 Argyll Culture. A photojournalist worked with all the schools to produce a photographic reflection of young peoples’ views of Argyll Life. This was presented as part of the performance and is now touring schools as an exhibition. ii Cantilena Quartet The internationally renowned quartet, Cantilena Quartet, toured with a series of formal and informal concerts which were free. Venues ranged from Inveraray Castle to the Mull Cheese Factory. The biggest impact was on Lismore where a third of the population attended the afternoon concert. The music was of the highest standard and the setting made it quite stunning.

3.3.2 Increased community participation Partnership working with local communities and schools was a strong element of the whole programme. Examples include: o NVA work-shadow programme enabled placements to have direct experience with UK’s best designers and technicians in event management. Their skills can be further developed in years to come. o Development of young musicians e.g. Islay and Isle of Bute Jazz Festivals and Mull of Kintyre Music and Arts Festival o Promotion of Gaelic language and culture and links between schools in Argyll and Bute and Ireland through Feill Chauim Chille o Increased pride in rich heritage of Argyll and Bute e.g. work at Kilmartin Overall increased confidence and experience of local community to participate, have the correct skills and go ahead to develop cultural initiatives.

3.3.3 Increased opportunities to participate in sport/outdoors o Children, adults and people with disabilities were all encouraged to experience outdoor experiences which will encourage physical activity and self confidence. o Bringing people from remote areas together to take part in events and share common achievements.

Case Study: Secondary Youth Games

Attendances: 580 young participants from all 10 Secondary Schools in Argyll and Bute involving 12 sports/10 sites in Cowal + 80 staff/volunteers.

This is a unique event for young people in Argyll and Bute who don’t get access to regular competition because of the geographical nature of Argyll and Bute. This event raised the profile of sport and physical activity within the area and the games delivered the biggest range of sports of any school games in Scotland.

Post event monitoring of the extra curricular programme across Argyll and Bute has shown an increase in participation across a range of sports from the Games. This highlights the need for young people to get exposure to more competition and make positive lifestyle choices for long term health improvement.

Pupil and school staff evaluations were extremely positive with 90% very good or excellent across all categories. 500 volunteering hours also generated.

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3.3.4 Facilities/Public Art Half Life/NVA • The design and development of a new amenity, the night time structure and auditorium (in the woods at Achnabreck) will have a life beyond Half Life. The structure will be managed by the Forestry Commission and for the next five to ten years will be an inspiration for young people, a celebration of local assets, and most importantly will establish new public amenities to be used in a wide range of ways by all ages of people based in Mid-Argyll. There is real excitement about the possibilities for this innovative and beautiful sculptural space and stage area to deliver concerts, with key users such as Dalriada Arts and Culture, lectures, picnics, children’s field visits, workshops and just general pleasure outings. • Three of the seven daytime sites which had temporary sound and/or visual installations will remain as longer term attractions. Kilmartin Eye • Remains in the landscape for four more years and will continue to attract visitors

3.3.5 Events and Festivals • Increase in range, quality and audience for festivals e.g. Cowalfest had 42.4% new participants, Islay increased its audience by over 10% ‘It’s a very good festival, impressive time keeping, fine music, great atmosphere”, comment from attendee of Islay Jazz Festival

• Sporting and outdoor events which showcase the outstanding natural environment of Argyll and Bute and which will stimulate the market for active and adventure tourism throughout the area. From sailing, wind surfing and forest environments more people visited the outdoors and there was vast positive media exposure to encourage new visitors.

4. CONCLUSION The key strength of the programme was highlighting the uniqueness of Argyll and Bute with quality events. This was reflected in the attendance and range of events which increased visitor numbers through cultural and sporting tourism and produced an increased profile and potentially a lasting legacy for the area.

5. IMPLICATIONS

5.1 Policy: This programme will assist the Council deliver objectives from the Cultural Strategy

5.2 Financial: Continued support of Events and Festivals through appropriate funding opportunities

5.3 Legal: None

5.4 Equal opportunities: Complies with the Council’s EO policy

7 Hendry Director of Community Services

3rd March 2008

For further information contact: Kerry Corbett, Culture and Libraries Manager, on 01369 703214

8 Appendix 1 – Breakdown of Events Funded

1. Commissioned Events

The Council and AIE commissioned two main events for the area to mark Argyll’s participation in the year of Highland Culture 2007.

1.2 NVA

NVA are an environmental arts charity that works with pioneering artists to produce ambitious site-specific events.

NVA in partnership with the National produced ‘Half Life’ a celebration of a world class landscape and a unique local culture. The project produced an ambitious multi-layered project which included a night-time theatrical event at Achnabreck, a series of daytime landscape interventions and two independent educational strands.

1.2 Connect, Three-day Connect festival ran from August 31 to September 2 at Inveraray Castle with stars including The Beastie Boys, Bjork, Primal Scream and Jarvis Cocker.

2. Key Argyll and Bute Council Education events 2.1 Argyll Rhapsody - a specially commissioned work by Donald Shaw performed by pupils from across Argyll and included professional musicians. Performances took place in Oban and Dunoon and were supported visually by projections of photographs by pupils relating to life in Argyll and Bute. 2.2 Cantilena on Islay - international quartet performing a series of formal and informal concerts around Argyll 2.3 Highland School Games - organised by the Active Schools team and held in Cowal in September 2007. Over 500 children took part from every part of Argyll and Bute, bringing many together for competition for the first time. The parade of athletes was led by Dunoon School Pipe band and a host of competitive sports were undertaken including Shinty, Rugby, Football. Swimming, Outdoor sports and golf. 3. Cultural and Sporting events 3.1 Cowalfest - an annual Walking and Arts Festival in Cowal which features guided walks throughout the area, exhibitions, drama events and a film festival 3.2 Feill Chaluim Chille was established to celebrate the life of St Columba and it aims to create links between different parts of the Gaelic world and particularly between the Gaelic-speaking traditions of Scotland, Northern Ireland and the Republic of Ireland. Following a successful event in County Donegal in 2006, the next celebration around St Columba’s life was programme for Iona and Mull to co-incide with HYOC 2007. The programme included:

• Choral celebration in Iona Abbey; schools’ exchange;

9 • shinty event

• boating event; ceilidh in Iona

• story walk in Iona

• a concert headlined by Capercaille at Torosay Castle, Mull.

3.3 Highland Dance and Music Festival - an annual celebration held in Oban of highland culture

3.4 Wild Isles – Brought together festivals and initiatives on Mull and Iona including Wild Life Week in May, Ranger activities, increased Sea Eagle hide activity and joint marketing of Mull Theatre and An Tobar Arts and Culture Events and a Food Festival in September 07.

3.5 Isle of Bute Jazz Festival - an annual traditional jazz festival that includes British and European bands with events taking place across the island including key venues The Pavilion and Mount Stuart and features a New Orleans Street Parade

3.6 Islay Jazz Festival - an annual jazz festival programmed by leading Scottish Jazz Agency Assembly Direct featuring key international artists

3.7 Kilmartin House Museum - The extraordinary concentration and diversity of ancient monuments and history found in Kilmartin Glen is celebrated at Kilmartin House. The ambitious programme for HYOC 2007 coincided with the Museum’s 10 th anniversary. The programme included:

• a beautifully presented temporary exhibition, with a backdrop of stories and recordings by local schoolchildren, featuring as the centrepiece the Campbeltown jet necklace (the exhibition will be relaunching the opening of the Campbeltown Museum)

• a landscape installation - the Kilmartin Eye, reflecting a contemporary experience of the prehistoric past

• school days; prehistory open day; workshops (prehistory technology and sword making)

3.8 Mull of Kintyre Music Festival - an annual music festival held in Campbeltown featuring a diverse mix of entertainment, including a music programme to appeal to all ages, held in a variety of venues throughout the town and outdoor activities including a parade.

3.9 Tiree Wave Festival – PWA World Cup (Windsurfing) – the main aims of the event were host the PWA World Cup for the first time in Tiree and to showcase Tiree and Argyll and Bute’s wind and water sports infrastructure and its passionate sporting community on a UK and international stage, whilst highlighting the areas spectacular locations and the vast range of tourist opportunities open to its growing annual visitor numbers. This is the only event in Argyll and Bute which is financially supported by Eventscotland.

10 3.10 Swamp Soccer – UK – an alternative form of soccer played on wet marshy land, based in Cowal. Teams entered from all over the UK and Europe and obtained good media exposure for the area.

3.11 Woodlands of Dalriada – this event was staged in the Blarbuie Woodland Project at the Argyll and Bute Hospital. The programme achieved its outcomes of bringing people with disabilities and their families and friends from many parts of the UK, promoting the environment and heritage of the area through access, inclusion and strengthening partnerships.

3.12 Tarbert Scottish Series – an annual regatta which attracted a large number of sailors, friends and families to the Tarbert area with shore based activities for sailors visitors and local. This helps raise the national profile of the area as a high quality and welcoming sailing destination.

3.13 Centennial World Championship 2007 – Chopard – this world championship event of an International class of sailing yachts was hosted by the Royal Northern and Clyde Yacht Club based in Rhu Marina. This was very successful with races being held right along the Clyde and bringing significant impact on the local economy and involvement of the local community.

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