Conwy Council Civic Hall Development Appraisal Study

March 2007

Contents

1 Executive summary

1.1 Introduction

1.2 Methodology

1.3 Service proposals

1.4 Site options

1.5 Capital implications

1.6 Revenue implications

1.7 Financial viability

1.8 Scoring the options

2 Aims of the project

2.1 Background

2.2 Aims of the options appraisal

2.3 Methodology

3 Strategic context

3.1 Introduction

3.2 Local and regional context

3.3 National context

3.4 Summary

4 The market

4.1 Introduction

4.2 Context and location analysis

4.3 Current users of Conwy Civic Hall

4.4 The national user/visitor market

4.5 Current attendance and competition within the region

4.6 Conclusions and visitor figure projections

4.7 Conclusions

5 Comparators and models of good practice

5.1 Introduction

5.2 Queen’s Hall Arts Centre, Hexham

5.3 Stamford Arts Centre

5.4 The Library Theatre, Luton

5.5 Theatre ,

5.6 Rotherham Arts Centre, Rotherham

5.7 The Plough Arts Centre

6 Service options

6.1 Introduction

6.2 Existing services

6.3 Issues with the existing services

6.4 Proposals

6.5 Staffing implications

6.6 Operational implications

7 Site options

7.1 Introduction

7.2 Option 1: Status Quo

7.2.1 Description 7.2.2 Schedule of areas 7.2.3 Plans 7.2.4 Strengths and weaknesses of the status quo 7.2.5 Visitor, staffing and financial implications

7.3 Option 2: Refurbishment with same layout and existing mix of services

7.3.1 Description 7.3.2 Schedule of areas 7.3.3 Plans 7.3.4 Strengths and weaknesses of refurbishment 7.3.5 Visitor, staffing and financial implications 7.3.6 Operational implications

7.4 Option 3: Reclad the upper storeys with reconfiguration of layout and additional services

7.4.1 Description 7.4.2 Schedule of areas 7.4.3 Plans 7.4.4 Strengths and weaknesses of the proposals 7.4.6 Visitor, staffing and financial implications 7.4.7 Operational implications

7.5 Option 4: Restore the original form with major reconfiguration of layout and additional services

7.5.1 Description 7.5.2 Schedule of areas 7.5.3 Plans 7.5.4 Strengths and weaknesses of the proposals 7.5.5 Visitor, staffing and financial implications 7.5.6 Operational implications

7.6 Option 5: Restore the original building form with major reconfiguration of layout that omits the Auditorium and includes lettable office space instead

5.6.1 Description 5.6.2 Schedule of areas 5.6.3 Plans 5.6.4 Strengths and weaknesses of the proposals 5.6.5 Visitor, staffing and financial implications 5.6.6 Operational implications

8 Capital implications

8.1 Introduction

8.2 Capital implications

8.3 External funding opportunities

8.4 Financial viability

9 Revenue implications

9.1 Introduction

9.2 Income

9.3 Spending

9.4 Financial viability

10 Scoring of each service option

10.1 Introduction

10.2 Service options scoring sheet

APPENDICES

Appendix 1: Mosaic catchment map Appendix 2: Competitor analysis Appendix 3: Comparator analysis Appendix 4: Space brief Appendix 5: Full revenue costs breakdown Appendix 6: Full capital costs breakdown Appendix 7: External funding bodies Appendix 8: Consultation list Appendix 9: Research list

Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 1: Executive summary

1 Executive summary

1.1 Introduction

ABL Cultural Consulting, together with Levitt Bernstein Associates (architects) and Davis Langdon (Quantity surveyors), were appointed in February 2007 by Council to undertake a development appraisal study for Conwy Civic Hall.

The aim of the development appraisal study is to provide financial and socio-economic evidence to assist the Council to decide on the future development direction of Conwy Civic Hall. In particular the Council wished to research the following themes:

• Appraisal of the appropriateness of the Civic Hall site for future library, tourist information centre and interpretation purposes

• Identification, if moving to a new site is the option recommended, of possible sites together with associated costings

• Assessment of potential use of the Civic Hall through involvement with the whole community

• Assessment of the viability of the vision/plan of the Company Limited by Guarantee established through the Conwy Civic Hall Users Group

• Confirmation of the costs of the proposed re-development, including firming up on outline plans, particularly in respect of space requirement

• Medium to long term revenue implications for the Authority

• Identification of external funding and preparation of relevant bids

• Implication of retaining the status quo in respect of ongoing/additional costs, effect on the overall Quay development, community needs etc.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 1: Executive summary

1.2 Methodology

The methodology comprised:

• Desk research to gather information about the background and context to the project

• Stakeholder consultation to glean opinion about the current service and future development direction of the Civic Hall

• Site and service options appraisal undertaken by an architect, quantity surveyor and cultural specialist.

1.3 Service proposals

Between May and August 2006 15 individuals and two groups were consulted about their vision for the building. A brief for the new building was drawn up for the architect, based upon stakeholder consultation and the consultants’ expertise, and the following service options are proposed:

Access

There will be a route through the building from Castle Street to the quayside, descending down a staircase in the gateway tower onto the quay. There will be a new brightly lit entrance on Castle Street with automatic glass doors.

There will be a new public lift installed in the building that will be large enough to accommodate equipment needed for the Auditorium.

Loading and parking will continue to be a problem because of the configuration of the roads. However, the ground floor will be level and there will be easy access to the lift.

Library

The proposals for options 3 – 5 are to keep the same overall floor area, but to bring the library to a more prominent position in the building and create an environment more suited to today’s service and customer expectations.

Apart from the lending and reference stock, the Library is likely to have spaces for study, relaxing and reading newspapers and magazines, computers for training and general public use, story telling and events, meeting rooms for community hire and a display area for Library exhibitions.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 1: Executive summary

It will also utilise the view over the estuary and have a coffee point for users.

Activities might include computer classes for older users, reader development, activities with mother and toddler groups and schools as well as projects targeted at hard to reach groups, such as teenagers, people on low incomes and rural communities.

Meeting rooms

In options 3 – 5 there are meeting rooms for such activities as community groups meetings, training sessions, MP’s surgeries and rehearsals.

Tourist Information Centre (TIC)

It is proposed that the TIC moves from the Castle into the Civic Hall for options 3 – 5 and could potentially be run jointly with the library service.

The partnership offers a range of joint opportunities, such as provision of general information, provision of historical information and retail activity.

It is recommended that within or adjacent to the TIC there should be a small introductory display, welcoming visitors to Conwy. This might take the form of a brief introductory video and display panels.

The Auditorium

The Auditorium will be a flexible hall with retractable seating for 150 people, which can be used for a variety of functions from drama to karate and antique fairs. The current proposals include a flat stage rather than a traditional stage.

It should have a sprung floor to accommodate dance performance and classes, as there is a proven need for such a venue in Conwy.

There will be dressing rooms and a kitchen. The auditorium will have a terrace and bar that overlooks the estuary.

Day time use of the hall could be improved through bookings from school groups visiting the town, needing a space for teaching or simply for eating lunch. Use of the building by visiting schools and after school clubs for local children could be run in collaboration with the library.

Visual Arts

The Visual Arts space will be combined with a foyer. It is a space primarily used by community arts groups and should be programmed by Conwy County Borough Council’s Arts Development Officer.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 1: Executive summary

Coffee bar

At the moment it is suggested that there should be a coffee bar for the Civic Hall users in one of the options. We have veered away from a café and restaurant because they can be risky businesses and there needs to be clarity about the facilities proposed for the quayside. If there is a café or restaurant proposed for the quayside development, there is potential for joining a Civic Hall facility to that restaurant or keeping to a low key coffee bar.

Lettable space

It is important that the new Civic Hall facilities provide income streams that will help its sustainability for the future. However, space is at a premium in the Civic Hall and it is unable to accommodate substantial commercial space and community use. Hence, in one option (Option 4) with primarily community use, we have proposed a small lettable kiosk, whilst in another we have omitted the performing arts space and proposed using it as lettable office space (option 5). If the latter is favoured, the proposal needs further investigation about demand and viability, particularly in the light of proposed developments at Junction for office accommodation and the limitations of the Civic Hall, such as parking.

Management

From option 2 onwards it has been assumed that the Auditorium and its associated facilities should it be managed on behalf of Conwy Borough Council by the Civic Hall Users’ Group. This would be subject to a formal agreement with the Council.

All the other facilities, including the Library, Tourist Information Centre, Heritage Interpretation Centre and visual arts space would be operated by Conwy County Borough Council.

It should be stressed that this is just one option open to the Council and is for illustrative purposes only. The Council may decide to operate the whole complex itself.

1.4 Site options

For the site development appraisal we have considered five options:

Option 1: Status quo

Option 2: Refurbishment with same layout and existing mix of services

Option 3: Reclad the upper storeys with reconfiguration of layout and additional services

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 1: Executive summary

Option 4: Restore the original building form with major reconfiguration of layout and additional services

Option 5: Restore the original building form with major reconfiguration of layout, which omits the auditorium and includes lettable office space instead.

Consideration was given to alternative sites for the Civic Hall, but all sites examined were deemed unsuitable and not as favourably located as the Civic Hall.

1.5 Capital implications

The table below is a summary of the indicative project costs for the project, prepared by Quantity Surveyors, Davis Langdon.

Table 1: Indicative project costs Construction Fees, Total cost contingency, project inflation cost Option 1 Status quo £460,000 £260,000 £720,000 Option 2 Refurbishment £2,450,000 £1,390,000 £3,840,000 with same layout and existing mix of services Option 3 Reclad the upper £3,570,000 £2,020,000 £5,590,000 storeys with reconfiguration of layout and additional services Option 4 Restore the £3,740,000 £2,130,000 £5,870,000 original building form with major reconfiguration of layout and additional services Option 5 Restore the £3,830,000 £2,180,000 £6,010,000 original building form with major reconfiguration of layout, which omits the auditorium and includes lettable office space instead.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 1: Executive summary

Professional fees are at 20% of the construction cost and there is also an allowance for other non construction development costs, such as decant of the library during closure, also at 20%. The project costs have been increased to reflect anticipated inflation when construction might commence in the fourth quarter of 2008.

The costs have been benchmarked against comparator venues and the prices adjusted to cost levels. However, at the options appraisal stage there is a great deal of risk built into the project costs. When the project is defined more fully at the next stage it is likely that the capital costs will reduce.

1.6 Revenue implications

The revenue implications for each option have been divided into two, reflecting the management proposals detailed at the end of 1.3:

• For the Library and other facilities run by Conwy County Borough Council within the Civic Hall

• For those facilities managed by the Civic Hall Users’ Group within the Civic Hall

The Tourist Information Centre budgets are not factored into these figures:

Table 2: Revenue implications - Library Library User Staff Expend Income Council Surplus Options numbers contrib /-deficit (CCBC) 1 53,144 2.3 £78,526 £5,589 £72,937 £0 2 56,130 2.3 £99,397 £5,924 £72,937 -£20,536 3 63,784 2.3 £106,642 £26,505 £72,937 -£7,200 3a 63,734 2.3 £106,642 £26,505 £72,937 -£7,200 4 66,335 3.3 £150,954 £41,816 £72,937 -£36,201 5 66,335 3.3 £150,954 £102,993 £72,937 £24,976

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 1: Executive summary

Table 3: Revenue implications - Auditorium Auditorium User Staff Expend Income Council Surplus Options numbers contrib /-deficit (CCHUG) 1 19,574 0.4 £55,485 £5,050 £50,435 £0 2 24,463 0.9 £63,186 £5,940 £50,435 -£15,151 3 34,253 0.9 £62,892 £10,494 £50,435 -£10,303 3a 31,145 0.9 £62,892 £10,494 £50,435 -£10,303 4 39,146 0.9 £54,118 £17,890 £50,435 £5,867 5 0 0 £0 £0 £0 £0

It is important to note that the ‘Auditorium’ budget was overspent by over £16,000 in 2005/6. Hence from Option 2 onwards some of the expenditure budgets are based upon the outturn figures for 2005/6, rather than the estimates, which more accurately reflects the cost of operating that part of the building.

1.7 Financial viability

Revenue

These are indicative revenue budgets and only represent Year 1 of operation. It is anticipated that income would grow as the venue became established.

The operating surplus and deficits for options 2 – 5 are wholly manageable. There are no targets set within the budgets for sponsorship and grant-giving, which could ease deficits, although it should be noted that most grant-giving bodies do not fund core costs or costs that they think should be funded by the Local Authority. The main area of omission in the revenue budgets is debt charges against any possible loan of capital.

Capital

The construction costs are entirely reasonable for a project of this size. It is inflation, the client non construction development costs (such as decanting the library during any closure) and professional fees that add around 40% to that cost.

However, it can be seen from the analysis of external funding sources in chapter 8 that there is scope for match funding and the project financing would have to be a package made up of a range of funding streams, including the Council.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 1: Executive summary

1.8 Scoring the options

Each of the options was scored out of ten against criteria and objectives identified through the policy framework research and stakeholder consultation.

This scoring sheet below is an attempt to bring some objectivity to issues that can rely on a very subjective judgement.

Option 1 scores highly against the financial criteria because it is cheap to run and, although it does have capital implications, they are not as great as the other options. However, option 1 does not deliver any of the wider vision or objectives for the Council and that is the reason it has an average score for value for money because, whilst it represents economic prudence, it does not contribute anything to the wider objectives. It also scores poorly on sustainability because without investment the visitor numbers and income will decline and, with the overheads likely to rise, will ultimately become more expensive to run.

Option 2, (the ‘refurbishment’ scheme) has a similar overall score to Option 1. Like option 1, it delivers poorly on the vision and aims of the Council.

Options 3 (reclad) delivers a respectable score, but it delivers poorly against Criteria A because the option does not improve the townscape, and yet it is very nearly as expensive as rebuilding the Civic Hall in its original form. Overall this option represents poor value for money.

Option 4 (original building form with the auditorium) fulfils all the criteria exceptionally well, but it is an expensive capital option. It scores highly on value for money because it delivers significant benefits to the community.

Option 5 (original building form without auditorium) is an expensive option, but does contribute to the economy through the inclusion of lettable office space instead of an auditorium. However, the loss of the auditorium represents a significant diminution of community benefit and of opportunities for creativity and learning.

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Table 4: Scoring of options

Option 1 Option 2 Option 3 Option 4 Option 5

Restore original form Restore original form CRITERIA Weighting Status QuoRefurbishment Re-clad with auditorium with lettable space Raw Weighted Raw Weighted Raw Weighted Raw Weighted Raw Weighted

A Heritage contribution 0 000000100100 BAccess 0 0 0 210 580780520 C Achieves CCBC objectives 09090160340260 D Economy, regeneration and tourism 0 000024032000 EFinance 0 22 0 18 0 32 0 38 0 40 0 F Will the project work? 0 12 0 12 0 0 0 12 0 14 0 43 0 60 0 130 0 204 0 142 0 A Heritage contribution Preservation of a heritage building 0 0 0 0 0 Improves townscape 0001010 subtotal 0001010 BAccess Improves the breadth of users 0 2 6 10 6 Improves the number of users 0 2 6 10 6 Provide access to facilities for rural communities 0 2 6 6 6 Provide access to facilities for hard to reach groups 0 2 6 6 6 Engenders a sense of cultural identity and community pride 0 2 6 10 4 Encourages creativity and innovation 0 2 6 8 4 Provides educational and learning opportunities 0 2 6 8 4 Improves physical access to the buildings and activities 058108 Improves intellectual access to the buildings and activities 028108 subtotal 021587852 C Achieves CCBC objectives A Healthy Place 33466 A Prosperous Conwy 00046 Strong and Safe communities 2 2 4 6 2 Encouraging Learning and Creativity 4 4 6 8 2 A Quality Environment 0021010 subtotal 9 9 16 34 26 D Economy, Regeneration & Tourism Contributes to local economy 0 2 6 8 10 Contributes to regional economic development 0 2 6 8 8 Attracts tourists 02688 Improves partnership working 0 2 6 8 8 subtotal 0024320 EFinance No need for additional revenue support 10 8 4 3 2 No need for capital support 8 6 4 3 4 Potential for new earned income 0 0 6 8 10 Eligibility for grants 00688 Potential for partnership funding 0 0 6 8 8 Value for money 44688 subtotal 22 18 32 38 40 F Will the project work? How deliverable is the project? 10 10 8 6 6 How sustainable is the project? 2 2 4 6 8 subtotal 12 12 0 12 14

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 2: Aims of the project

2 Aims of the project

2.1 Background

Conwy Civic Hall occupies a key location in the centre of historic Conwy, linking the town with the Quay.

The original building was built at the end of the 19th century, but burned down in 1966. It was rebuilt shortly afterwards with a concrete structure on top of its original remaining walls, which is wholly out of keeping with its surroundings.

The Civic Hall is managed by Conwy County Borough Council and houses:

• Conwy Library • An exhibition space/lounge area • An auditorium with 240 seats • Dressing rooms • Crush Hall • Kitchen • Toilets.

The Civic Hall is well used by the community. The Library attracts over 53,000 users per annum and the auditorium is hired out on a regular basis (261 occasions in 2004/5) by over 40 organisations (such as drama, music, and sporting groups) and the lounge area on 180 occasions in 2004/5 mostly for art exhibitions.

The Civic Hall has reached the end of its working life in its current configuration and needs to be refurbished to meet the community needs of 21st century Conwy. It has been a long held desire to tackle the external ugliness of the building and bring the architecture into harmony with its historic surroundings.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 2: Aims of the project

2.2 Aims of the options appraisal

The aim of the options appraisal study is to provide financial and socio- economic evidence to assist the Council to decide on the future development direction of Conwy Civic Hall. In particular the Council wished to research the following themes:

Appraisal of the appropriateness of the Civic Hall site for future library, tourist information centre and interpretation purposes:

• Identification, if moving to a new site is the option recommended, of possible sites together with associated costings

• Assessment of potential use of the Civic Hall through involvement with the whole community

• Assessment of the viability of the vision/plan of the Company Limited by Guarantee established through the Conwy Civic Hall Users Group

• Confirmation of the costs of the proposed re-development, including firming up on outline plans, particularly in respect of space requirement

• Medium to long term revenue implications for the Authority

• Identification of external funding and preparation of relevant bids

• Implication of retaining the status quo in respect of ongoing/additional costs, effect on the overall Quay development, community needs etc.

2.3 Methodology

ABL Cultural Consulting was appointed in February to undertake the work. The methodology comprised:

• Desk research to gather information about the background and context to the project

• Stakeholder consultation to glean opinion about the current service and future development direction of the Civic Hall

• Site and service options appraisal undertaken by an architect, quantity surveyor and cultural specialist.

The report lays out the findings of the options appraisal study.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

3 Strategic context

3.1 Introduction

This chapter lays out the local, regional and national context for the proposed developments of the Conwy Civic Hall. It demonstrates how the Civic Hall will contribute to the aims and objectives of those wider strategies and plans.

3.2 Local and regional context

3.2.1 Aims and objectives for the Conwy Civic Hall

Conwy Civic Hall is owned and operated by Conwy County Borough Council. Aims and objectives for the Civic Hall are laid out below, together with those of the Civic Hall Users’ Group, who are potential future operators of the arts facilities in the building.

Conwy County Borough Council has identified the following principal objectives for the Civic Hall:

• To create a satisfactory and sustaining relationship between the Civic Hall and proposed quayside development

• To mitigate the visual impact of the building on the World Heritage Site

• To address the aspirations of the Users’ Group as far as possible

• To find a way of making the building more self-financing.

The Conwy Civic Hall Users’ Group’s objectives are:

• To provide a building of architectural excitement that retains its links with both the historic setting of the town and with the community

• To provide a flexible space for community events

• To retain the 200 seat auditorium and raked seating system

• To develop day time use for visitors to the town, particularly in wet weather

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

• To develop a culturally based visitor attraction

• To provide local community facilities, including coffee bar, fitness room and recording studio

• To provide a base for the town’s artistic groups

• To adopt a marketing plan

• To continue to work with the library to develop a 21st library and learning centre.

3.2.2 Conwy County Borough Council’s Library, Information and Culture Services strategic aims

Conwy Library occupies the ground floor of the Civic Hall. The following draft strategic aims of the Library, Information and Culture Service are for the whole of the County’s Library Service, of which Conwy Library is part:

• To build services around the needs of the citizen

• To enhance participation by the community and to provide improved access to services and development opportunities through constructive use of ICT

• To uphold and promote the principle of freedom of access to information and knowledge so as to support the personal, educational and economic development and democratic right of the community by making available information resources and by providing a trained workforce to assist people to find the information they require and in compliance with the Act, 1993

• To provide access to and to promote the usage of a comprehensive range of appropriately organised materials in a variety of formats which reflects the expressed and potential needs of the community in accordance with the statutory requirement of the Public Libraries and Museums Act, 1964

• To develop a network of public libraries which are focal points for their communities and which local people will value as familiar places offering a stimulating environment, where people can go to meet friends, to gain information and knowledge, to enjoy exhibitions and displays or to participate in cultural events or activities

• To encourage and foster the interests of children and reading to provide for their leisure, education and information needs

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

• To provide the appropriate resources and facilities together with information and advisory support to learners and tutors involved in both formal and informal adult and continual education and training

• To collect, document, and preserve evidence of past human activity by interpreting such evidence and by providing access to it and associated information for the benefit of the community and tourists

• To make contribution to the regeneration of the socio-economic environment through the development of sustainable cultural facilities and opportunities

• To support access to and participation in innovative activity of the highest artistic standards across the range of artforms

• To offer the widest possible choice of communication channels between the Council and its community including telephone, e-mail and person to person

• To use technology to facilitate joined up thinking within the Authority and with its partners and to implement a “say once tell many” approach to administration.

3.2.3 A Community Strategy for Conwy 2004 – 2014

The Community Strategy presents a ten year plan to regenerate and celebrate Conwy. At the core of the document are five themes:

• A Healthy Place • A Prosperous Conwy • Strong & Safe Communities • Encouraging Learning & Creativity • A Quality Environment.

Achieving the objectives for each of these themes contributes towards the Council’s vision for Conwy of the future:

A place of natural beauty, a safe community that cares for its people who have ambition for the future.

The development options propose that the Civic Hall becomes the centre for community and cultural activities in Conwy, through provision of a library, exhibition space and provision of a performance and community hall. As such, the Civic Hall will contribute powerfully to community cohesion and a sense of shared Welsh culture. The activities, whether a training session at the library, a performance in the auditorium or a display of art in the exhibition room will encourage learning and creativity. Two of the four options will also significantly improve the external appearance of the Civic Hall and will remove or mitigate what

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

has been called “a blot on Conwy’s skyline” and help to blend the building in with its beautiful surroundings.

3.2.4 A Regeneration Strategy for Conwy (2005 – 2015)

The Regeneration Strategy addresses a wide range of themes including business, tourism, cultural and community issues. In the following list the core themes and objectives most relevant to the Conwy Civic Hall have been identified:

• Economic improvement - a growing economy with dynamic businesses providing good jobs and career prospects

- Improving quality of tourism and related services

- Developing a culture of lifelong learning and encouraging more companies to engage in staff training and updating skills

• Cohesive communities - strong enterprising communities and neighbourhoods which value and support their people and their people and their well-being

- Developing the role and capacity of the community and voluntary sector in Conwy to work in partnership with the Council and other partners to provide local services and facilitates drawing on the experience gained through Community First

- Supporting and developing the skills and capacity of local residents to participate within their communities

- Promoting the role of the arts in bringing the community together

- Encouraging sport and improving facilities

- Supporting, facilitating and developing new and existing community and social enterprise within Conwy’s communities

• Culture and environment - protecting the County’s natural environment and heritage, supporting and promoting the Welsh language whilst developing vibrant contemporary arts and culture

- Developing specialist packages, and cultural/heritage events for visitors and local people, especially outside the main holiday season

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

• Improving infrastructure – Enabling residents and visitors alike to enjoy a high quality environment and well maintained public spaces

- Designing better, clean and well-maintained public places and public art

- Underpinning urban physical and environmental improvements in town centres with Community Development Strategies.

The development of Civic Hall as a community and cultural centre fulfils will contribute to each of the four major themes. It will assist the economy by providing first class tourism information and a small display about the history of Conwy and benefit local people through provision of skills training courses run in conjunction with a range of partners. IT training already takes place at Conwy Library in partnership with Llandrillo College.

The community hall/auditorium and library will provide a flexible space to host a wide range of community inspired activities, information and events aimed at local people and visitors alike. The Civic Hall already hosts a lively and well-attended programme of events and activities, such as creative workshops, drama, art exhibitions and talks, which could be expanded and marketed effectively to different audiences.

Lastly, two of the options propose that the appearance of the building is altered to enhance the public realm and add to (rather than detract from) the townscape.

3.2.5 Conwy Local Development Plan: Preferred Strategy (Interim Draft)

The Conwy Local Development Plan is based on the Community Strategy’s vision and lists a number of objectives as a means of realising it. The following have been identified as the most relevant to Conwy Civic Hall:

• Develop strong and safe communities, through vibrant town centres, designing out opportunities for crime and good recreation facilities and open spaces

• Improve the design of buildings and related open spaces.

Again, through its community programming, information and events, the aim is for the Civic Hall to become a focus for community activity as well as providing a service to visitors to Conwy. The refurbishment of the Civic Hall will provide a long awaited improvement to Conwy’s historic and impressive skyline.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

3.2.6 The Corporate Plan for Conwy County Borough Council 2005 – 2008

Conwy County Borough Council’s Corporate Plan for 2005 – 2008 focuses on the Council’s priorities for the time span of the Plan. Priorities include:

• Housing • Quality jobs • Environment • Investing in children and young people • Transport • Independence and well being • Strong and safe communities.

Investing in children and young people in particular fits in well with the Conwy Civic Hall development plans as it addresses the aim to increase opportunities for children and young people to engage with their communities by providing activities such as drama, creative workshops and after school activities.

3.2.7 Arts Strategy for Conwy County Borough 2004 – 2009

The vision outlined in the document sees Conwy as follows:

A vibrant and enriching environment for the arts, capable of supporting and retaining arts practitioners of all disciplines and stature and where the full diversity of the arts are a key part of everyday life and Conwy’s cultural identity.

There are five strategic priorities in the document, which will help determine where the limited resources of the Conwy County Borough Council Arts Service are concentrated over the period of this arts strategy:

• Key Art Forms: Building on Strength and Tackling Weakness

Visual Arts - utilise Conwy’s historical significance in the visual arts and build on its excellent provision of major art galleries of international reputation. Strengthen the presence of new-media (inc. film, video and digital) within the Visual Arts.

Dance - raise the profile of dance at all levels to a sustainable critical mass of activity. Dance is currently assessed as the art form most neglected and most able to benefit from investment.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

• Increasing Access to Resources

Increase use of resources and facilities within the county by comprehensive mapping exercises, co-ordination schemes, promotion and information distribution and encouragement of capital improvements where appropriate.

• Developing the arts in rural areas

Develop access to and foster participation in the arts in rural areas where provision is currently low

• Language and Culture

Respect the unique indigenous culture and further develop Welsh language arts practice, participation and audience

Celebrate bi-lingualism and encourage cross-cultural exchange

• Consolidation

Consolidate successful initiatives and activities currently supported by CCBC and encourage their sustainable development.

In particular, the development of the Civic Hall will build upon Conwy’s prestigious visual arts offer by providing an additional space to display artworks. The aim will be to install a sprung floor in the flexible community hall/auditorium so that it can be used as a venue for dance classes and events and hence the Conwy development will help to fill a gap in provision.

The Civic Hall will also be a centre for celebration of Welsh language, culture and traditions and will help to develop Welsh language arts practice, participation and audiences

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

3.3 National context

3.3.1 Wales: A Better Country. The Strategic Agenda of the Welsh Assembly Government (2003 – 2007)

The vision is for a sustainable future for Wales, where action for social, economic and environmental improvement works together to create positive change:

• Promoting a diverse, competitive, high added value economy, with high quality, skills and education that minimises demands on the environment

• Action on social justice that tackles poverty and poor health and provides people and their communities with the means to help themselves and break out of the poverty trap

• Action in our built and natural environment that enhances pride in the community, supports bio-diversity, promotes local employment and helps to minimise waste generation, energy and transport demands

• Strengthening Wales’ cultural identity and helping to create a bi- lingual country

• Ensuring all our children and future generations enjoy better prospects in life and are not landed with a legacy of problems bequeathed by us

• Supporting people to live healthy and independent lives

• Promoting openness, partnership and participation.

The redevelopment of the Civic Hall and the enhancement of its library and arts programme and activities will particularly support the agendas to encourage community pride and sense of identity, supporting the creative and spiritual growth of children and adults and encouraging partnership and participation.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

3.3.2 Supporting Creativity: The Five Year Arts Development Strategy of the Arts Council of Wales (2002 – 2007)

The strategic priorities outlined below determine how the Arts Council of Wales spends funding from the Welsh Assembly Government and funding from the National Lottery. The strategic priorities for 2002 – 2007 are as follows:

• Arts Infrastructure

Strengthening the arts infrastructure within local authorities and stabilising (following a process of review and evaluation) the current portfolio of revenue clients. Ensuring that the current programme of capital development is completed to provide a network of provision across Wales.

• Creating Opportunities for Individual Artists

Providing support for individual artists specifically to develop new, experimental and innovative work that takes forward the artform or artistic practice.

• Equal Opportunities

Removing barriers to access for people as participants, artists and audiences. Including areas of deprivation, for example, Communities First areas.

• Participation

Support for the development of participatory arts activity for practitioners, artists, audience members and participants. This will include projects that increase the levels of participation across Wales, especially in areas of low participation.

• Young People

Opportunities for young people to experience the arts as participants, artists and audiences.

• Welsh Language

The development of artistic work in and through the Welsh language for participants, artists and audiences.

• Education and Training

Development of the arts workforce through education, training, and continuing professional development.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

• Increasing Access

Support for touring of artistic work in all artforms and through all forms of artistic practice.

The strategic priorities for Participation, Young People and Welsh Language will be particularly fulfilled through the community focus of the arts and library provision at the Civic Hall.

3.3.3 CyMAL Action Plan 2006 – 2008

The Action Plan 2006 - 2008 provides a detailed overview of activities which CyMAL intends to priorities in museums, archives and libraries. It identifies three key work programmes:

• Work programme 1: delivering through partnerships

• Work Programme 2: delivering through access and learning

• Work Programme 3: delivering through excellence.

Work programme 1 has the objective of working in partnership to develop access to the resources of Welsh museums, archives and libraries to the widest possible audience and promote Wales’ cultural identity.

Work programme 2 has the objective to support the sector in engaging with diverse audiences through inclusive learning environments which have a positive impact on users and communities.

Work programme 3 has the objective of promoting, monitoring and evaluating the delivery of high quality services by museums, archives and libraries.

The Civic Hall development will contain a library, a tourist information centre and heritage display. Together with the arts provision, these services will work in partnership to provide outstanding access to information and services to the widest possible audiences. The promotion of Welsh language, culture and traditions will be at the heart of the new facility. The partnership working will include provision of learning programmes for under-represented groups in the community and will actively seek to fill skills gaps.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

3.3.4 People and Places: Investing in your Community (2005 – 2009)

The People and Places programme has a budget of £66 million pounds between 2005 and 2009 to fund capital and revenue projects that support co-ordinated action by people to make their communities better places to live. The programme supports local projects and projects that operate in more than one geographical area, regionally or throughout Wales.

People and Places aims to “enable people to work together for strong communities, social justice and better rural and urban environments” and funds projects that achieve one or more of the following programme outcomes:

• Revitalised communities

This could be achieved through project outcomes that:

- enable people to take part in designing and delivering joined up services for their community

- develop people’s confidence and skills in running community projects

- provide assets that generate revenue for the community

- Give people access to advice and advocacy services.

• Improved community relations

This could be achieved through project outcomes that:

- Improve communication, understanding, respect and interdependence between people from different age groups, genders, cultural backgrounds, etc

- Provide assets or activities that meet the needs of all sectors of the community

- Make people feel safer and more secure where they live

- Make people feel less isolated by having improved social networks.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

• Enhanced local environments and community amenities

This could be achieved through project outcomes that:

- Create open spaces or buildings for community activities

- Provide opportunities for communities and individuals to understand the environment and maintain and improve it

- Create spaces for wildlife and people.

Extensive community consultation has shown there is a passionate belief amongst the Conwy community that Conwy needs a revitalised building as a focus for its community activities and sense of community pride.

The lively programmes of drama, exhibitions, talks and workshops are currently very well supported and the new project will offer opportunities to expand the programme and enhance access for all sections of the community.

The formation of the Conwy Civic Hall Users’ Group as a non-profit making company to operate the arts facilities in the Civic Hall will ensure that the community are wholly involved in the design and delivery of their services.

3.3.5 The Heritage Lottery Fund Strategic Plan 2002 - 2007

The HLF has three principal aims which will influence their grant-making decisions up until 2007:

• To encourage more people to be involved and make decisions about their heritage

- To encourage communities to identity, look after and celebrate their own heritage

- To promote a greater appreciation of the value and importance of heritage for our future well-being and sense of identity

• To conserve and enhance the UK’s diverse heritage

- To promote heritage conservation as an integral part of urban and rural regeneration

- To help conserve and sustain heritage at risk

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 3: Strategic context

• To ensure that everyone can learn about, have access to and enjoy their heritage

- To increase opportunities for learning about heritage

- To open up heritage resources and sites to the widest possible audience.

The Civic Hall occupies a key position in the centre of the World Heritage Site of Conwy and dominates the quayside skyline. The aim of the project is to restore and refurbish the building in sympathy with its historic surrounding and to enhance its community facilities. The Civic Hall will contain a heritage display that will introduce visitors to the important history and legacy of the town.

3.4 Summary

The proposed Civic Hall development will deliver:

• Community identity and pride because it will be a focus for community information, events, exhibitions and activities and will be a powerful celebration of Welsh language, culture and traditions

• Heritage objectives because it will restore and preserve an important historic town building in a key location in Conwy

• Tourism objectives the Civic Hall will provide outstanding information, activities and events that will appeal to visitors and enhance their stay

• Learning objectives because its product will have learning at its core, whether through access to information, training sessions or participation in arts activities

• Creativity objectives, inspiring people to participate and/or watch

• Social inclusion agendas because it will actively seek to engage groups who would not dream of using a library, attending training or participating in the arts.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 4: The market

4. The market

4.1 Introduction

This chapter consists of the following elements:

• A context and location analysis for Conwy Civic Hall

• Analysis of the current user base for the Civic Hall and any market research which has been undertaken in recent years

• An assessment of existing cultural and relevant service provision in the catchment area

• Visitor figure projections for the Civic Hall.

This work has been undertaken through desk research, consisting of:

• Analysis of user data and any market research undertaken in recent years

• 2001 Census data

• Data provided by Experian giving details of lifestyle groups and propensity to engage with arts and culture in the 30 and 60 minute drivetime of Conwy

• An audit of relevant competitor facilities locally, their activity, markets served and, where relevant, charges.

This information has been used to make an initial assessment of the potential market for Conwy Civic Hall’s current and potential strands of work.

It is advisable that further market testing of the concept with market research be undertaken in the next stage of the development.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 4: The market

4.2 Context and location analysis

4.2.1 Strategic location and transport links

Conwy Civic Hall occupies a strategic position on a main thoroughfare in the historic town of Conwy on the north coast of the County Borough of Conwy.

Figure 1: Map of the Welsh Counties

Conwy County Borough is situated in and shares its border with to the west and south and to the east and south. Thirty-five per cent of National Park lies within the westernmost part of Conwy and Gwydr Forest Park can be found in the southern area of the County Borough.

The County Borough, as with the rest of Wales, is rural in character with its northernmost part being coastal in nature. It is along this coastal strip that the majority of the population are resident. Llandudno is a major resort and a regional shopping and cultural centre, with Colwyn Bay being an increasingly important business and commercial centre. Other significant settlements along this coastal strip are , Conwy, , , , and Bay. Those living within rural areas are widely dispersed and predominantly Welsh speaking. The main settlements are the market town of and the villages of , Betws y Coed, , , , , Llanfairtalhaearn, , , and Trefriw1.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 4: The market

Figure 2: Map of the County Borough of Conwy2

The town of Conwy is a medieval walled town and is widely considered as one of Europe’s best examples. The town has also been identified as a World Heritage Site by UNESCO and is home to Conwy Harbour, , Plas and a number of other historical buildings. It faces the resort of Llandudno across the Conwy Estuary, one of the County Borough’s main attractions.

Although there is no motorway within the County Borough there are a number of major A roads providing connections to Bangor, Holyhead, and Chester (A55) and Mid and South Wales (A470).

Rail links connect Conwy with Crewe, Chester and London Euston and the rest of the country; Virgin Trains operate a service from London Euston to Llandudno Junction, as well as to Chester and Crewe where Arriva Trains Wales provide connections to Llandudno, Llandudno Junction, Conwy, Colwyn Bay and Betws-y-coed.

The railway station is five minutes walk from Conwy Civic Hall.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 4: The market

4.2.2 Census population data

Total population

The 2001 Census reported the total population of the County Borough of Conwy as 109,596. Due to the breakdown of Census data by the Office of National Statistics, summary information is not available separately for Conwy town so the remainder of the catchment analysis will focus on the County Borough. In line with the national population, there are a slightly higher proportion of women than men (52% vs. 48%). Since the 1991 census the total population of the County Borough has increased by 1,600 (1.5%). Mid-2003 estimates show that the total population has again increased to 110,900. The census allows comparison of the local population to the regional (i.e. Wales) and the national population (i.e. England and Wales).

The County Borough has a significantly lower population density than England and Wales as a whole (1.0 people per hectare compared with 3.4 people per hectare), although when compared to Wales it is similar (1.0 people per hectare compared with 1.4 people per hectare).

Age

The average age of the population within the County Borough of Conwy (43.1 years) is slightly higher than the average for England and Wales (38.7 years). This finding is reflected in the fact that the proportion of people aged over 55 (35.6%) is higher than the proportion for both Wales (28.8%) and England and Wales as a whole (26.6%). There is a particularly marked difference in those aged 75+; 11.5% of the local population, compared with 8.3% regionally and 7.6% nationally. The proportion of those aged 15-24 is also markedly low in the County Borough; 9.9% of the local population fall within this age band, compared with 12.2% regionally and 12.2% nationally. The table below shows the age profile of the local, regional and national population.

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Table 5: Age profile Conwy Wales England & % % Wales % Under 15 17.2 18.9 18.9 15 – 24 9.9 12.2 12.2 25 – 34 11.0 12.6 14.3 35 – 44 13.2 14.0 14.9 45 – 54 13.1 13.5 13.2 55 – 64 12.5 11.4 10.6 65 – 74 11.5 9.1 8.4 75 + 11.6 8.3 7.6 Base: all people Source: 2001 Census, ONS

For Conwy Civic Hall the above data suggests that a high proportion of their audience consists of people of retirement age, a suggestion which is supported by the percentage of people stating they are retired (see Table 2, below). These people are likely to have more free time available and could be a pool of people from which volunteers could be recruited, to help with the running of events and activities. Family activities are also likely to appeal as grand parents often look for activities to do with their grandchildren and a proportion of those falling within the 25-54 year age band are typical of families at different stages of the family life cycle.

Marital status

There are relatively high proportions of married / remarried, separated / divorced and widowed people within the County Borough, as shown in the table below and a relatively low proportion of single people, which may be a reflection of the County Borough’s age profile outlined above.

Table 6: Marital status Conwy Wales England & % % Wales % Single (i.e. never 24.8 28.0 30.1 married) Married or re-married 52.6 52.0 50.9 Separated or divorced 11.4 10.6 10.6 Widowed 11.2 9.4 8.4 Base: all people Source: 2001 Census, ONS

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The high proportion of married people within the County Borough of Conwy represent another target audience for the Civic Hall, although it is important to avoid the assumption that all married couples will have children; marketing activity should avoid being directed solely towards the traditional idea of a family and instead take account of both audience types in order not to deter childless couples.

The relatively high level of separated / divorced and widowed people signals a demand for events and activities that will provide an opportunity for socialising and meeting new people. The Civic Hall therefore needs to promote a friendly and welcoming atmosphere that encourages people to attend events on their own without feeling awkward or threatened.

Work

Unemployment is higher in the County Borough of Conwy than it is countrywide and nationally; 3.7% of the working age population in the County Borough are unemployed, compared to 3.5% in Wales and 3.4% in England and Wales3. The student population is comparatively low, while there is a higher than average proportion of retired people, again a reflection of the age profile for the County Borough. The table overleaf shows how the economic activity of the population differs from that seen countrywide and nationwide.

For statistical purposes the Office of National Statistics has divided the country into small blocks of land called Output Areas to allow more detail analysis of smaller local areas. Output Areas have been combined to form two layers of Super Output Areas known as Lower Layer Super Output Areas (LSOAs) and Middle Layer Super Output Areas (MSOAs). Conwy Civic Hall is located in postcode area LL32 8AY, which is in the Conwy electoral division in Conwy unitary authority and is named LSOA Conwy 012C.

Of the people in LSOA Conwy 012C who were unemployed in 2001, 35% were aged 50+, 0% had never worked and 47% were long-term unemployed. This differs with England and Wales as a whole, where 19% of unemployed people were aged 50+, 9% had never worked and 30% were long-term unemployed. Unemployment is therefore more prevalent within the area of Wales surrounding Conwy Civic Hall than it is nationwide.

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Table 7: Economic activity Conwy Wales England & % % Wales % Employed 55.3 55.2 60.6 Unemployed 3.7 3.5 3.4 Long-term unemployed 1.3 1.1 1.0 Economically active full 2.0 2.3 2.6 time students Retired 18.8 14.8 13.6 Economically inactive 3.6 5.1 4.7 students Looking after home / 5.8 6.4 6.5 family Permanently sick or 7.9 9.2 5.5 disabled Other inactive 2.9 3.5 3.1 Base: all people Source: 2001 Census, ONS

The Civic Hall needs to consider their pricing strategy for any events and activities offered because of the higher than average unemployment rate that exists in the area, particularly amongst the 50+ age groups. As a way to increase the skill sets of unemployed people locally the Civic Hall could also look into providing training and / or work placements and the library (were it to remain at the Civic Hall) could develop partnerships with lifelong learning and / or training organisations.

Business activity

The County Borough of Conwy has a large presence in public administration, education and health (30%); distribution, hotels and catering (29%); and manufacturing (10%). The County Borough relies heavily upon tourism, which brings in an average of £380 million per annum, with agriculture and forestry making up the majority of employment within rural areas.

With its proximity to Llandudno and the County Borough’s high levels of tourism there is an opportunity for the Civic Hall to programme events and activities (e.g. arts festivals, craft fairs, exhibitions) during the tourist season to attract visitors to the town and as a result take a proportion of tourism spend.

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Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 4: The market

Travel to work

Almost three quarters (67.7%) of the local working population travel to work by car, while a small number (5%) make use of public transport. This is a similar picture to the Welsh average (70.2% travelling to work by car and 6.5% by public transport). Compared with England and Wales as a whole the use of a car to travel to work in Conwy and Wales is much higher and the use of public transport is much lower (61.5% of people in England and Wales travel to work by car and 14.5% by public transport). This holds implications for Conwy Civic Hall in that it suggests a high number of people within the locality will travel by car to the site. Adequate parking facilities are therefore highly important and the use of advertising on public transport is negated. Radio advertising and signage are likely to be more beneficial ways of raising awareness of the Civic Hall.

Education

There is a lower level of people within Conwy and Wales with qualifications at degree level or higher when compared to England and Wales. As might be expected from this finding, the proportion of people with no qualifications in Conwy and Wales is higher than in England and Wales as a whole. The remaining proportion of people will have qualifications but at a level lower than degree level.

Table 8: Qualifications Conwy Wales England & % % Wales % Qualifications at degree 17.6 17.4 19.8 level or higher No qualifications 31.8 33.0 29.1 Base: all people Source: 2001 Census, ONS

In LSOA Conwy 012C, 6% of the resident population aged 16-74 years are school pupils or full-time students, according to the Census of April 2001. This compares with 7% of the population in England and Wales.

In the academic year 2004, 52.8% of pupils in Conwy achieved 5 or more GCSEs graded A* to C, compared to an average of 51.4% for Wales.

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Schools and school populations

There are 75 maintained schools in the County Borough of Conwy; 63 primary, 7 secondary, 1 special school and 4 pupil referral units. In addition, there are 2 independent schools.

In January 2005 there were 17,588 pupils in the Borough in maintained schools and a further 922 in independent schools (totalling 18,510).

Welsh language skills

As the table overleaf indicates the proportion of people within Conwy with one or more skills in the Welsh language is significantly higher than the average for Wales.

Table 9: Welsh language skills Conwy Wales % %

One or more skills in Welsh 39.7 28.4 language

Base: all people aged 3 and over Source: 2001 Census, ONS

The lower than average levels of educational attainment within the County Borough again indicates that the community could benefit if the Civic Hall were to offer training and work placements in partnership with lifelong learning and / or training establishments.

The high proportion of people with Welsh Language skills in the area requires that all marketing and communications be provided in both Welsh and English and may also signal a rising demand for the opportunity to learn Welsh amongst the local community. Welsh language courses could therefore be a service that the Civic Hall could provide.

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Affluence

Earnings and deprivation

Average gross weekly earnings for full time workers on adult rates for Conwy was £379.20 in 2005, compared with a Welsh average of £393.40 and England and Wales average of £433.104.

The Welsh Index of Multiple Deprivation 2005 (WIMD 2005) is a measure of multiple deprivation at the small area level, known as Lower Level Super Output Areas (LSOAs). The model of multiple deprivation which underpins WIMD 2005 is based on the idea of distinct domains of deprivation which can be recognised and measured separately. Domains by which WIMD are measured are income; employment; health; education, skills and training; geographical access to services; housing; and physical environment. The highest ranked LSOAs (those with a rank closest to 1 are the most deprived). These are experienced by individuals living in an area. People may be counted as deprived in one or more of the domains, depending on the number of types of deprivation that they experience. The overall WIMD is calculated as a weighted area level aggregation of these specific domains of deprivation.

Conwy has a number of LSOAs which are classed as highly deprived areas; the three most deprived are Rhiw 3 (127 of 1896), Glyn (Conwy) 2 (133 of 1896) and (155 of 1896). 4% of Conwy’s LSOAs fall within the 10% most deprived LSOAs and 41% in the 50% most deprived. The town of Conwy, in comparison is one of the least deprived LSOAs (1034 of 1869).

Socio-economic profiles

Socio-economic profiles are available from the 2001 Census from the National Statistics Socio-economic Classification (NS-NeC). Compared to England and Wales the County Borough of Conwy has a greater proportion of residents in all socio-economic groups with the exception of Group 1-3, the highest of the socio-economic groups. A more detailed breakdown is provided in the table below.

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Table 10: Percentage of working population by NS-NeC Conwy Wales England % % & Wales % Group 1-3 35.3 36.5 41.4 1 Managers and senior officials 12.0 12.3 14.9 2 Professional occupations 11.1 11.0 12.4 3 Associate professional & 12.2 13.2 14.1 technical Group 4-5 27.6 24.9 23.8 4 Administrative & secretarial 11.4 12.4 12.6 5 Skilled trades occupations 16.2 12.5 11.1 Group 6-7 16.8 16.7 15.6 6 Personal service occupations 10.2 8.2 7.8 7 Scales and customer service 6.6 8.5 7.9 occs Group 8-9 19.8 21.7 18.9 8 Process plant & machine 7.1 9.1 7.5 operatives 9 Elementary occupations 12.7 12.6 11.4 Source: annual population survey (Oct 2004-Sep 2005), NOMIS

Housing

There is a great degree of owner-occupation in Conwy (73.4%), compared with 71.3% countrywide and 68.9% nationally.

The Civic Hall, in light of the high levels of deprivation within the County Borough, should again be mindful of disposable income levels when setting pricing policy for any events and activities that might be programmed or hire of venue. High prices would be likely to alienate a high proportion of the community and limit the possibility of attracting a wide variety of audiences. The Civic Hall also offers a unique way to improve quality of life for people from these deprived areas through increasing the opportunities available to them to engage with culture and the organisation should therefore be actively promoting itself within their communities (i.e. through outreach work) in order to encourage engagement.

Ethnicity

The 2001 census results reveal that Conwy has a slightly lower level of ethnic diversity than Wales, although the figures are fairly similar and that both are significantly less diverse than England and Wales as a whole; 98.94% of Conwy residents and 97.88% of Wales residents classified themselves as White, compared with 91.3% nationally. Of those people who classified themselves in other ethnic categories there was a fairly even split between Mixed, Asian or Asian British and Chinese or other.

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Table 11: Ethnicity Conwy Wales England % % & Wales % White 98.94 97.88 91.3 White; British 96.76 95.99 87.5 White; Irish 1.01 0.61 1.2 White; Other White 1.17 1.28 2.6 Mixed 0.39 0.61 1.3 Mixed; White and Black Caribbean 0.09 0.21 0.5 Mixed; White and Black African 0.05 0.08 0.2 Mixed; White and Asian 0.13 0.17 0.4 Mixed; Other Mixed 0.11 0.15 0.3 Asian or Asian British 0.30 0.88 4.4 Asian or Asian British; Indian 0.11 0.28 2.0 Asian or Asian British; Pakistani 0.06 0.29 1.4 Asian or Asian British; Bangladeshi 0.05 0.19 0.5 Asian or Asian British; Other Asian 0.08 0.12 0.5 Black or Black British 0.08 0.24 2.2 Black or Black British; Caribbean 0.03 0.09 1.1 Black or Black British; African 0.05 0.13 0.9 Black or Black British; Other Black 0.01 0.03 0.2 Chinese or Other Ethnic Group 0.28 0.39 0.9 Chinese or Other Ethnic Group; 0.19 0.22 0.4 Chinese Chinese or Other Ethnic Group; 0.09 0.18 0.4 Other ethnic group Base: All people Source: 2001 Census, ONS

Religion

The majority of people living within Conwy (77.7%) state they are of the Christian religion, with the only other significant representation (14%) stating they are of no religion. This is a similar picture to that of Wales as a country, the only exceptions being a slightly lower proportion of people stating they are Muslim and a significantly lower proportion stating they are of no religion. Compared to the both Wales and Conwy are less diverse in terms of faith.

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Table 12: Religion Conwy Wales England % % & Wales % Christian 77.7 71.9 71.8 Buddhist 0.2 0.2 0.3 Hindu 0.1 0.2 1.1 Jewish 0.1 0.1 0.5 Muslim 0.2 0.8 3.0 Sikh 0.0 0.1 0.6 Other religions 0.2 0.2 0.3 No religion 14.0 18.5 14.8 Religion not stated 7.4 8.1 7.7

Ethnic and religious diversity is negligible within the catchment area of Conwy Civic Hall and as such events and activities aimed specifically at audience groups would not be beneficial. However, it is necessary that all promotional materials be friendly and welcoming to all and that the Civic Hall remain mindful of cultural sensitivities should individuals from different ethnic groups want to use any of the services offered or attend any events, especially in terms of the tourist audience. Additionally, because of increasing levels of all ethnic minority representation within the United Kingdom, it would be advisable to undertake regular monitoring of the catchment profile so changes can be identified and responded to by the Civic Hall.

4.2.3 Catchment area analysis

A different picture of the population and its propensity to attend art, heritage and other leisure attractions emerges through catchment analysis data from Experian Ltd, a leading credit reference agency and data supplier. The primary catchments for Conwy Civic Hall have been taken as 30 minute and 60 minute drivetimes from the venue. The catchment area is relevant to consider in addition to the Council data, since after development there are populations which may form potential markets for the Civic Hall beyond the County Borough of Conwy borders.

Depending on the nature of the experience at Conwy Civic Hall, occasional events may draw on the larger 60 minute catchment area, for example Bangor, Caernarfon, Llandudno, Abergle, Rhyl, Prestatyn, Holywell, Mold, Denbigh and Chester. It is of note that these conurbations have access to a range of cultural provision and are unlikely to travel to Conwy for activities they can access closer to home.

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The age profile of the 30 minute catchment reflects the findings from the analysis of the 2001 Census data for the County Borough of Conwy in that the average age is higher than that of Great Britain as a whole, with a higher proportion of people being aged 55+ and a lower proportion of people being aged below 18 years. This finding is also reflected within the 60 minute catchment, although to a lesser extent. It is also worth noting that there are slight differences between the age profile of the two catchments in that within the 10-15 year age band there is slight over representation within the 60 minute catchment when compared to the national average and that within the 30 minute catchment there is a slight over representation of 18-19 year olds in comparison with Great Britain as a whole.

30 minute catchment

The only significant areas of population within this area are Llandudno, Colwyn Bay, Abergele and Bangor. Surrounding this there are a small number of villages and a large number of sparsely populated rural areas. The population of the 30 minute catchment is 159,536 of which 132,922 are aged 15+; there are 69,291 households.

A map showing this catchment can be found in Appendix 1. It should be noted that this area is based on drive time from a fixed point, rather than the Council boundaries and hence it includes areas outside the County Borough of Conwy.

The table overleaf shows how the population is distributed across the eleven Mosaic lifestyle groups, which provide industry standard descriptions of the UK population. The table shows the absolute number of adults in the 30 minute area around Conwy, the equivalent figure as a percentage, the equivalent percentage based on the Great Britain population and the index.

The index identifies groups that are under or over represented in the Conwy area compared to the whole of Great Britain; an index of 100 is average, anything below is under-represented, anything above is over- represented.

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Table 13: MOSAIC Lifestyle Groups 30 minute 30 minute Great Index catchment catchment Britain area area % Number % A. Symbols of Success 5,141 3.87 10.74 284 B. Happy Families 6,345 4.77 10.82 197 C. Suburban Comfort 18,452 13.88 16.44 96 D. Ties of Community 19,442 14.63 16.21 33 E. Urban Intelligence 5,967 4.49 7.56 54 F. Welfare Borderline 1,959 1.47 5.17 19 G. Municipal 5,718 4.30 5.89 10 Dependency H. Blue Collar 14,885 11.20 11.06 103 Enterprise I. Twilight Subsistence 3,730 2.81 2.98 67 J. Grey Perspectives 38,279 28.80 7.31 71 K. Rural Isolation 13,004 9.78 5.81 51 TOTAL 132,922 100 100 100 Base: all adults 15 + Source: Experian

Key: A. Symbols of Success: ‘People with rewarding careers who live in sought after locations, affording luxuries and premium quality products.’ B. Happy Families: ‘Families with focus on career and home, mostly younger age groups now raising children.’ C. Suburban Comfort: ‘Families who are successfully established in comfortable, mature homes. Children are growing up and finances are easier.’ D. Ties of Community: ‘People living in close-knit inner city and manufacturing town communities, responsible workers with unsophisticated tastes.’ E. Urban Intelligence: ‘Young, single and mostly well-educated, these people are cosmopolitan in tastes and liberal in attitudes.’ F. Welfare Borderline: ‘People who are struggling to achieve rewards and are mostly reliant on the council for accommodation and benefits.’ G. Municipal Dependency: ‘Families on lower incomes who often live in large council estates where there is little owner-occupation.’ H. Blue Collar Enterprise: ‘People who though not well-educated are practical and enterprising and may well have exercised their right to buy.’ I. Twilight Subsistence: ‘Elderly people subsisting on meagre incomes in council accommodation.’ J. Grey Perspectives: ‘Independent pensioners living in their own homes who are relatively active in their lifestyles.’ K. Rural Isolation: ‘People living in rural areas where country life has not been influenced by urban consumption patterns.’

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The largest MOSAIC groups in the Conwy area are Grey Perspectives (index of 284), Ties of Community (Index of 33) and Suburban Comfort (Index of 95); together these account for over fifty per cent of the local population.

Grey Perspectives are the most highly represented group within the adult population of the catchment (28.8%) and are defined as ‘Independent pensioners living in their own homes who are relatively active in their lifestyles.’ Within Great Britain as a whole Grey Perspectives account for 7.3% of the total adult population, showing there is above average representation in Conwy and its surrounding areas. This agrees with the analysis of 2001 Census data (Section 5.2.2) which found the average age of the Conwy population to be higher than that of England and Wales as a whole. People in this group are mostly retired and are independent enough to run their own homes and maintain their financial independence. Their income level is beyond that of a state pension and they are considered in their purchasing decisions.

According to MOSAIC classifications the Grey Perspectives group is divided into six sub-groups, of which the most highly represented in the Conwy area are Small Town Seniors (11%), High Spending Elders (8%) and Bungalow Retirement (5.5%):

• Small Town Seniors are defined as ‘Lower income pensioners and middle income workers who live in small, semi-rural communities and resorts.’

• High Spending Elders are defined as ‘Well-off early retirees enjoying affluent and active lifestyles in pleasant locations.’

• Bungalow Retirement are defined as ‘Better-off, relatively active pensioners who favour bungalows often in traditional retirement areas.’

Ties of the Community is characterised as ‘People living in close-knit inner city and manufacturing town communities, responsible workers with unsophisticated tastes.’ 14.6% of the adult population of the catchment falls into this group, which is slightly lower than the proportion found in the population of Great Britain as a whole (16.2%). People in this group tend to be young, be married or cohabiting, are bringing up young children and have strong social support networks (i.e. friends and family live nearby). They usually live in late nineteenth century housing, which can be cramped yet comfortable; these houses usually have two rooms and a back extension downstairs, two or three small bedrooms and a modest rear garden.

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Individuals in this group tend not to indulge in conspicuous consumption5 as their standing within the community is dictated more by the reputation of their family, their personality and their integrity as opposed to material items.

The Ties in the Community group is divided into seven types, of which the most numerous in the Conwy area are Town Centre Refugee (5.4%) and Industrial Grit (4.2%):

• Town Centre Refugees are defined as ‘Young, unattached people in small flats above shops and older housing close to small town centres.’

• Industrial Grit types are defined as ‘Self-sufficient families traditionally reliant on industrial employment, living in older terraces.’

Suburban Comfort is characterised as ‘families who are successfully established in comfortable, mature homes. Children are growing up and finances are easier.’ 13.9% of the adult population of the catchment falls into this group, again slightly lower than the proportion found in the population of Great Britain as whole. People in this group tend to be married couples with older, often non-dependent children, working in white collar occupations. They usually live in comfortable suburbs, often owning their own homes. Comfortably off, rather than affluent, they tend to have a reasonably high disposable income and a fair amount of spare time in which to spend it.

The Suburban Comfort group is divided into six types. Within the Conwy area Small Time Business (6.9%) and Sprawling Subtopia (2.2%) are the most commonly found types:

• Small Time Business is defined as ‘Local professionals and small business proprietors in quiet residential areas.’

• Sprawling Subtopia is defined as ‘middle aged, middle income owner occupiers in repetitive, semi-detached housing.’

Outside of the urban areas of the catchment are rural areas which are home to people in the Rural Isolation MOSAIC group, who are defined as ‘people living in rural areas where country life has not been influenced by urban consumption patterns.’ This group makes up 9.8% of the catchment population (almost twice the average for Great Britain as a whole, 5.8%) and are spread over quite a large expanse of the catchment area. As such, it is worth drawing attention to them.

5 Conspicuous consumption is applied to forms of consumption that are motivated by societal factors, i.e. to display wealth or power, mass consumerism. ABL Cultural Consulting 43

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The majority of local people falling within this group are split between two of the five types; Parochial Villagers (4.1%) and Pastoral Sympathy (2.9%):

• Parochial Villagers types are defined as ‘Village dwellers living well away from major population centres.’

• Pastoral Sympathy types are defined as ‘Scattered farmers, many of whom are owner managers of medium sized operations, in sparsely populated locations.’

60 minute catchment

This area covers all those mentioned in the 30 minute catchment analysis, with the addition of Caernarfon, Holyhead, Rhyl, Prestatyn, Denbigh, Holywell, Mold, Buckley and Deeside. As with the 30 minute catchment area there is also a large expanse of sparsely populated rural land surrounding these built up areas. The population of this area is 476,657 of which 392,415 are aged 15+; there are 203,570 households.

A map showing this catchment area can be found in Appendix 1.

The table below shows how the population is distributed across the eleven MOSAIC lifestyle groups. The table shows the absolute number of adults in the 60 minute area around Conwy, the equivalent figure as a percentage, the equivalent percentage based on the Great Britain population and the index.

Table 14: MOSAIC Lifestyle Groups 60 minute 60 minute Great Index catchment catchment Britain area: area: % Number % A. Symbols of Success 15,799 4.03 10.74 284 B. Happy Families 34,754 8.86 10.82 197 C. Suburban Comfort 57,125 14.56 16.44 96 D. Ties of Community 62,611 15.96 16.21 33 E. Urban Intelligence 6,324 1.61 7.56 54 F. Welfare Borderline 4,223 1.08 5.17 19 G. Municipal 22,254 5.67 5.89 10 Dependency H. Blue Collar 48,096 12.26 11.06 103 Enterprise I. Twilight Subsistence 10,502 2.68 2.98 67 J. Grey Perspectives 75,196 19.16 7.31 71 K. Rural Isolation 55,531 14.15 5.81 51 TOTAL 392,415 100 100 100

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Grey Perspectives, Ties of Community, Suburban Comfort and Grey Perspectives are the largest groups within the 60 minute catchment area of Conwy. Together these account for almost two thirds of the local adult population (63.8%). Of these groups Grey Perspectives are the largest community (19.2%), whilst there is a fairly even spilt across the remaining groups; Ties of the Community (16%), Suburban Comfort (14.6%) and Rural Isolation (14.2%).

As with the 30 minute catchment area, when representation amongst these groups is compared with representation in Great Britain as a whole there is a much higher than average representation of the Grey Perspective and Rural Isolation groups and a slightly lower than average representation of the Ties of Community and Suburban Comfort groups.

Small Town Seniors (9.1%), High Spending Elders (4.2%) and Bungalow Retirement (3.9%) are again the most common Grey Perspective sub- group types within the 60 minute catchment.

Within the Ties of Community group Affluent Blue Collar (5.3%), Industrial Grit (4.9%) and Town Centre Refugee (2.6%) are the most commonly identified sub-groups:

• Affluent Blue Collar is defined as ‘Older manual workers with a good standard of living in comfortable semis where traditional working class values are held.’

Small Time Business (7.6%) is the most significant sub-group represented within Suburban Comfort group. Close to Retirement (2.6%) and Conservative Values (2.2%) also have a notable level of representation:

• Close to Retirement is defined as ‘Older couples and families reaping the benefits of their industrious working lives.’

• Conservative Values is defined as ‘Better off older couples living in bungalows and houses with large gardens, conservative in values and tastes.’

Rural Isolation is, as with the 30 minute catchment, made up mostly of those within the Parochial Villagers (6.2%) and Pastoral Sympathy (3.6%) group.

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Implications

Grey Perspectives

MOSAIC classifies Grey Perspectives as mostly retired, but nonetheless they are people independent enough to own and run their own homes and to maintain their financial independence. Many have relocated to a coastal resort or to a pleasant heritage town or rural village, where they now enjoy the company of other people in similar circumstances and with similar values to their own.

Financial circumstances have changed with salary cheques being replaced by the monthly payment of index linked pensions. Mortgages may now have been paid off and life insurances may or may not have delivered a surplus. As such, Grey Perspectives are likely to be people who benefit from access to a significant amount of capital, have time on their hands and enjoy reasonably good health.

Leisure hours, of which there are many, include frequent visits to children and grandchildren, friends and distant relations, often involving rail or coach travel. Many are enthusiastic attendees of the theatre and the concert hall and like to be on the mailing lists of local operatic or musical societies. They watch a lot of TV, especially the BBC and enjoy programmes such as the News, Antiques Roadshow and Songs of Praise.

Conwy Civic Hall should be aware that Grey Perspectives have formed a clear view of their opinions and personalities, resulting in strong principles or prejudices. They do not use consumption in order to define or to demonstrate their status. As such, any marketing activity undertaken by the Civic Hall should focus on promoting traditional views, activities and brands. Communications should be informative, using clearly stated benefits, rather than advertising which conveys heavy lifestyle content. Stressing elements within the offerings of the Civic Hall which relate to home grown and local talent will also appeal to this audience as they appreciate products that incorporate a strong regional, heritage or craft based proposition. Face to face communication and personal relationships are effective tools for ensuring trust between user and provider and encouraging repeat usage. Local newspapers which emphasise facts over features are preferred by this group. Magazines with a focus on the environment and heritage are also popular.

Ties of Community

Ties of Community is comprised of people whose lives are mostly played out within the confines of close knit communities. They mostly live in older houses in inner city neighbourhoods or in small industrial towns, own their homes, drive their own cars and hold down responsible jobs.

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Ties of Community contains a younger than average population, with many young married couples and co-habiting partners bringing up young children. Social support networks usually exist as friends and relations seldom live far away.

Leisure time is often spent in the local pub, whilst others will be members of local clubs. In smaller towns there is often a rich network of community activities and entertainments, mostly home grown. Conwy Civic Hall is a natural venue to attract this group in that it offers a space in which these clubs can meet and hold events, whilst at the same time having a captive audience for any events and activities programme that may be scheduled.

Most people in this lifestyle group have a very local focus and as such one’s standing with friends, neighbours and the wider community is still governed more by the reputation of their families, personality and character than by material possessions. Conwy Civic Hall should therefore aim to appeal to Ties of the Community through communicating the community value of the venue and its offer as opposed to selling it as a way to improve individual status.

People within the Ties of Community group watch a lot of commercial television and sees many adverts in a lifetime, so television advertising on local stations could be a way to increase awareness of the Civic Hall amongst this audience group. They are also very likely to be readers of tabloid style newspapers.

Suburban Comfort

The Suburban Comfort group are independent and self-reliant, trusting in themselves to make key decisions. As such, brand decisions are made with cold rationality focusing on the key factors of benefits and value for money.

The group tend to have a relatively high level of wealth often tied up in property and in some cases small scale share investments. They tend to spend money on mid market products and are interested in home improvements and gardening. Leisure activities include excursions to the country to see historic houses and gardens, whilst older members of the group will visit more accessible productions at local theatres.

Conwy Civic Hall should be targeting the Suburban Comfort group as part of their audience development initiatives, particularly in relation to attracting family visits. Branding is not so important to this group so key messages should focus on the benefits of a visit to the Civic Hall. Pricing policy for the site should offer value for money. Mediums through which they should be marketed to include newspapers and magazines devoted to homes and gardens.

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Rural Isolation

Rural Isolation contains people whose pattern of living is distinctively rural. They live in small communities where people have different levels of income, share attachments to local communities and where engagement with the community and with the natural environment are more important to most residents than material consumption. In recent years within these neighbourhoods there is a tendency to support values such as authenticity of materials, craftsmanship and local origin. The community benefit, social networking opportunity and promotion of local talent should therefore be focused on when marketing the Civic Hall to this group.

Leisure activities are much influenced by access or lack of access to different facilities. In addition to traditional rural activities many people are enthusiastic visitors to car boot sales and have considerable knowledge about antiques, china and specialist collectibles. Reading, crosswords and puzzles are also popular activities. Programming activities with traditional themes and a local focus, e.g. craft fairs, antique fairs and performances by local groups are some ways that this group could be attracted.

Rural Isolation has very different values to its urban counterparts. People should be seen as they are and not in terms of their position or in terms of the products that they consume. Personal self reliance is also highly valued and people should have an adaptable repertoire of skills rather than rely on a single narrow specialist competence.

Rural Isolation tends to have low disposable incomes so pricing policy should take this into account in order that a wide cross-section of the community are represented amongst the Civic Hall’s audiences.

4.2.4 Population, social trends and projections

Future population trends and social trends are important to consider for the development at Conwy Civic Hall. The United Kingdom population is steadily increasing with the Office of National Statistics projecting that it will increase from 58.8 million in 2001 to 63.2 million by 20266. This is equivalent to a 0.28% average annual growth rate. Almost 60% of this projected 4.3 million increase is attributable to an assumed level of inward migration.

6 Population projection information is sourced from ‘Interim 2001-based national population projections for the United Kingdom and constituent countries’ in ‘Population Trends’ No.111, Office of National Statistics, Spring 2003 and ‘United Kingdom Population Trends in the 21st Century’ in ‘Population Trends’ No.103, Office of National Statistics, Spring 2001. ABL Cultural Consulting 48

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The population will also gradually become older with the mean age projected to rise from 39.1 years in 2001 to 42.4 years in 2026. However, in the short term, the number of people aged over sixty five is projected to increase by 10.5% to 12 million in 2011. Examination of population trends and projections indicates there will be not only a growing total market over the long term, but that there will be substantial numbers of active, retired older people in the United Kingdom who have time to visit cultural centres and are increasingly interested in developing new interests and skills, which may be in arts or heritage related topics.

In terms of economics, in the short term, the government anticipates gradual economic growth and a continuing rise in living standards. If the economy performs as forecast, spend on leisure goods and cultural services will increase. Increased spending is likely to be accompanied by higher expectations and experiences that mirror values and aspirations. Better educated and healthier, the population will be looking for active and enriching experiences, not just passive relaxation. In addition, changes in working demographics could increase the demand for more flexible cultural programming.

There will be greater use and skill development in use of technology and higher possession of computer and internet facilities. In terms of the UK service economy, there will be a sizeable shift in the distribution of information and sales through the internet. The development of e- learning will play an increasingly significant role in educational development and distance learning provision.

4.2.5 Tourism in the County Borough of Conwy

As mentioned in Section 5.2.2 tourism is a large part of the local and regional economy. The County Borough’s Regeneration Services Marketing and Communications Information Pack 2005 states that ‘Conwy is an area of outstanding landscape ranging from extensive sandy beaches and headlands to sheltered valleys, open moors and rugged mountains. The area has long been a popular destination for holidaymakers and day trippers.’

According to tourism statistics for Conwy a total of 15.5 million tourist days were spent in the County Borough by 7.9 million tourists in the year ending 2005; of these 5.3 million were day visitors. Total tourism spend was £552.7 million, £171.4 million of which was spent by day visitors. In 2005 the tourism industry supported a total of 11,997 jobs in the County Borough.

In the period January 2003 to January 2004 the Unitary Authorities of North Wales commissioned a visitor survey in North Wales. A total of 707 interviews were undertaken in County Borough of Conwy. The following bullet points outline the findings of the survey of visitors to The

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County Borough of Conwy as outlined in the Marketing and Communications Information Pack 2005:

• The age profile for Conwy is fairly mature – even more so than the already mature age profile for North Wales as a whole; almost half (46%) were aged over 55 years.

• Over half of visitors to Conwy are Empty Nesters; those aged over 45 years old who are living with their partner, married, divorced, separated, widowed and without children in their household.

• The other important market segment are Families (20%); visitors who are married, living with a partner and have got children under 16 years in their households.

• The average party size in Conwy was 2.8 people and the majority were visiting family members.

• The overall visitor profile for Conwy was similar to North Wales overall and was slightly less upmarket compared to previous UK visitor surveys, with less than three out of five visitors (57%) falling within the socio-economic groupings of ABC1s.

• The results show the importance of the domestic market for Conwy with the majority of respondents being from England, even more so than in North Wales as a whole.

• Similar to the market for day trippers, the large proportion of holiday makers to Conwy from the UK, in particular the North West of England reflects the importance of the domestic market for this type of visitor.

• Just under half (47%) of the visitors to Conwy were day trippers, with the majority being residents of North Wales, North West England and the West Midlands. An east-west divide within North Wales regarding purpose of trip is evident, with the eastern counties being more favoured by day trippers. If anything, Conwy has more in common with the western part of the region with greater dependency on overnight tourists rather than day trippers.

• Conwy is especially popular as a destination for short breaks, especially among the Welsh and English.

• The total average length of trip for holiday visitors to Conwy was around 6 nights and just over half of this time was spent in Conwy itself (3.6 nights).

• Reflecting the large proportion of day trippers, short break visitors and residents visiting from England, the majority of respondents were repeat visitors (81%) albeit less so than for North Wales as a whole (86%).

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• The main means of transport for visitors to travel within North Wales was the private car (83%), however, coach tours were rather more common amongst Conwy visitors than in North Wales as a whole (8% compared to 5%).

• Commercial accommodation was most popular among holiday visitors to Conwy (64%) – significantly more so than for North Wales as a whole (50%). It was especially popular among empty nesters (73%). Hotels were the single most popular type of accommodation (48% overall and used by 59% of empty nesters).

• The most popular activities were sightseeing (65%), shopping 60%) and sitting and relaxing (41%). In general countryside/outdoor pursuits were more popular than culture/heritage activities.

• Overall average expenditure per person per day was on a par with other visitor surveys where there is a less domestic audience and this type of visitor profile. The average spending levels were slightly higher than those for North Wales as a whole however, reflecting the greater proportions of staying visitors. The figures below show overall average spend per person per day:

- Accommodation £20.35 - Shopping £9.68 - Food and drink £6.72 - Transport £3.10 - Entertainment £2.52

• There were a variety of reasons for visiting North Wales amongst Conwy visitors. The majority related to previous visits, easy access and opportunities for countryside related recreation.

• Both informal sources and a variety of marketing material were used among visitors but the importance of informal sources should not be underestimated.

• The majority of visitors to Conwy had not used any of the listed brochures prior to their visit (89%).

The following table details visitor numbers to tourist attractions within the County Borough of Conwy. The numbers have been extracted from the Visit Wales Visits to Tourist Attractions 2005.

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Table 15: Visitor attractions in Conwy Owner Attraction 2003 2004 2005 %05 Entry /04 NT Aberconwy House 17,099 17,406 18,505 +6.3 £2.60 Cadw Conwy Castle 174,874 179,865 176,258 -2.0 £4.00 NT Conwy Suspension 13,675 13,285 13,336 +0.4 £1.40 Bridge Cadw Plas Mawr 17,418 22,726 29,238 +28.7 £4.50 Elizabethan Town House CT Royal Cambrian 20.366 25,519 33,387 +30.8 Free Academy of Art

The Tourist Information Centre (TIC) in Conwy is located in Conwy Castle and is accessed immediately from the Car Park, coach drop off point and a short walk from the railway station. In 2004 visitor figures to the TIC were 153,988. These figures are proportional to the attendance of the Castle as visitors have to bypass the TIC to gain entrance; a percentage of the enquiries received at the TIC are also visitors asking if they can purchase tickets for entrance to the Castle. A number of visitors are also directed to the TIC from the nearby Conwy Visitor Centre (a two minute walk). Should the TIC relocate further away from the Visitor Centre the proportion of those people redirected continuing on to the TIC may decrease.

Tourists to the County Borough are an opportunity audience for the redeveloped Civic Hall and events and activities should be included that will appeal to those visiting the area.

The above profile of tourists to the County Borough of Conwy suggests that day visitors and staying visitors are very similar to the indigenous population in terms of demographics, being more mature in age and relatively affluent and within the lifecycle stages of empty nesters and families. In light of this events and activities being programmed for the local community will also have and appeal to visitors.

It is of note that research is growing regarding the role of libraries as a tourist destination. The East Midlands Development Agency (EMDA) and East Midlands Museum Libraries and Archives Council (EMMLAC) commissioned research to evaluate Museums, Libraries and Archives as tourist destinations in market towns. Its findings showed that approximately 100% of visitors using the library services in the East Midlands were local residents, with the exception of libraries which also contained a Tourist Information Centre (TIC). However, the report goes on to state that ‘libraries are recognised as having the potential to extend participation in and enjoyment of culture and heritage’. It is recommend that the library service, along with museums and archives should work and maintain contact with East Midlands Tourism (EMT) in order to strengthen themselves as an element of the region’s tourism product. Libraries within a region should also work more closely with each other and with other domains, including museums and archives. ABL Cultural Consulting 52

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Some of the ways recommended to target the tourist audience are the provision of information about the region - not necessarily through an onsite TIC, although the introduction of such a facility will increase appeal to a greater extent; promoting free internet access through the People’s Network Initiative; and positioning libraries as a tourist destination through marketing and communications7.

The United Nations Educational, Scientific and Cultural Corporation (UNESCO) also published a point of view8 arguing that the local public library is a point of interest among tourists and that libraries should perhaps be doing more to push themselves as a tourist destination and ‘vibrant dimension of the local culture.’ Specific ways highlighted by the author include the opportunity to see and engage with the local population and view its collections, especially those by local authors.

Inclusion of a TIC within the Civic Hall would be one way of attracting people to the building and be a starting point for the rest of their stay, as well as providing the opportunity to market any activities occurring within the Library and Auditorium areas which may be of interest to visitors.

Additionally, the Library should review its working relationship with Visit Wales, as well as with other libraries and museums and archives in North Wales. Opportunities might then be identified which will allow Conwy Public Library to reposition itself as having relevance to tourists as well as the local community.

Since a high proportion of visitors stay in hotels in the area, distribution of promotional material to such establishments would be an effective way of reaching audiences. As a high number of tourists also travel by private car signage and local radio advertising would also be relevant to them, as is the case for the local population.

The high level of repeat visitors to the County Borough signals an opportunity for customer relationship management through the TIC, whereby visitor details can be stored within a database along with their preferred interests, in order that future events and activities at the Civic Hall and other tourist attractions within the County Borough can be targeted at those visitors who have a higher propensity to attend such places of interest.

The preferences to sight see, shop and relax among tourists’ gives further suggestions on how the Civic Hall could be marketed to visitors. The development of areas within the building providing views of the

7 PLB Consulting Ltd. (July 2004). Evaluation of Museums, Libraries and Archives as Tourist Destinations in Market Towns. EMDA & EMMLAC 8 John R Whitman (2006). Libraries and Tourism. UNESCO Libraries Portal (http://portal.unesco.org/ci/en/ev.php- URL_ID=13678&URL_DO=DO_TOPIC&URL_SECTION=201.html) ABL Cultural Consulting 53

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town and its surrounding landscape; the promotion of the building’s heritage through displays and / or talks; a café area in which visitors can sit and relax; and events such as craft and antique fairs where tourists can shop are some of the ways in which the Civic Hall might appeal to this audience.

4.2.6 Summary of the context

The population of the County Borough of Conwy is significantly older than the average for Wales and the UK as a whole, particularly in regards to those aged 55+ and within that those aged 75+ and is reflected in a higher than average proportion of retired people. This is a finding echoed within the 30 and 60 minute catchments, which include areas outside of the County Borough. In both instances MOSAIC profiling identifies Grey Perspectives as the most highly represented lifestyle group. Population trends state that the UK population is ageing, suggesting this picture is likely to become more exaggerated in the future.

Overall there is a higher level of unemployment and deprivation within the County Borough. Within the immediate area of the Civic Hall unemployment is particularly high, especially among those aged 50+. A good proportion of the most common MOSAIC groups within the 30 and 60 minute catchment - Grey Perspectives, Ties of the Community and Rural Isolation - are also identified as being on low income.

Another significant audience group identified by MOSAIC profiling - showing Ties of the Community and Suburban Comfort as two of the highest represented groups- are families. In the case of Ties of the Community children are most likely to be young whilst with Suburban Comfort they will be teenagers or no longer of dependent age. Again disposable income level differs between these groups with Ties of the Community being less well off.

Social trends also suggest e-learning will play a much larger role in education and training in future. With high levels of unemployment and lower than average qualification levels, this is something the County Borough should be aware of.

Conwy Civic Hall is well placed to be developed as a further heritage asset for the town, a place for staging events and activities which celebrate the local community and potentially as a place to offer training and advice to local residents looking to get back into work. A combination of these facets will bring to the County Borough an improved quality of life, especially to those from Conwy’s more deprived areas and a place to socialise and develop a sense of community and belonging amongst all audience groups, especially those who live alone (be this because of divorce, separation or being widowed).

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4.3 Current users of Conwy Civic Hall

As previously mentioned, Conwy Civic Hall provides accommodation for a public library and an auditorium space used by a variety of organisations. There is also a lounge area which is available for smaller meetings when the library is closed.

In October 2004 Conwy County Borough Council undertook a Public Library Users Survey, which included Conwy as one of the fourteen Service Points. A summary of the findings can be found overleaf (see Section 5.3.1).

4.3.1 Public Library

The table below shows the visitor figures for the last five years for Conwy Public Library.

Table 16: Visitor figures for Conwy Public Library 2005/06 2004/05 2003/04 2002/03 2001/02

Library 53,144 46,852 41,496 38,662 42,120

A Public Library Users Survey was carried out in the County Borough of Conwy in (October 2004). 365 questionnaires were completed in Conwy, representing an 88.8% response rate; 411 questionnaires were attempted in total with 11.2% not responding. The survey aimed to find out the following information:

• Reasons for using the library service • Borrowing rate of library users for different items • Frequency of use of the library service • Success rates amongst users in finding items required • Satisfaction with different aspects of the library service • Feedback on the mobile library service • Profile of the library service audience.

The last of the above bullet points is the most relevant to this study in terms of providing a profile of part of the current audience accessing Conwy Civic Hall. An outline of the findings is given below.

Indications are that a small majority of current users are female; a difference of 14% exists between the number of male and female users

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Chart 1: Gender profile of Conwy Library users

Gender

43%

57%

Male Female

37% of respondents are aged 65 and over, indicating that a large number of Conwy Library users are in retirement. A further 25% are in the age band below this of 55 to 64. As you go down the age ranges from 55 to 0 the proportion of people within each group decreases, again suggesting that library users tend to be older people.

Chart 2: Age profile of Conwy Library users

Age group

0% 2% 3% 13% 8% 10%

24% 15%

25%

14 or under 15 to 19 20 to 24 25 to 34 54 to 44 45 to 54 55 to 64 65 to 74 75 or over

This finding is supported further when looking at the economic status of library users, which shows 50% of respondents said they were retired. Beyond this, those in full-time or part-time employment represent a relatively significant number of users; 21% in full-time employment and 13% in part-time employment.

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Chart 3: Employment status of Conwy Library users

Employment status

60% 50% 40% 30% 20% 10% 0% I In p Self-empU RetiredA pa A full-timeLook studentP Ot n full time employment e nemployed r h a ma er rt r ing af t- ne t time ime lo n t tly yed e empl st r th u sick de e o n home /family / yment t d isa b le d

The majority of those who responded to the question of ‘please show us your postcode’ were from the LL32 (58%) area, followed most closely by the LL31 (19%) area.

The ethnic diversity of respondents using the library is virtually non- existent as almost all respondents were white; 63% identified themselves as British, 33% Welsh and 3% Irish. The only non-white respondent identified themselves as Mixed: White and Black Caribbean.

In addition to audience profile information the survey also raised other questions of relevance to this market assessment, namely what people use the Library in Conwy for and how frequently they visit the Library. Findings relating to these questions are outlined below.

The majority of respondents use the library to borrow, return or renew books (54.2%), browse (27%), use a computer (25.3%) and / or seek information or find something out (22.5%). A full breakdown is given below.

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Chart 4: Reason for accessing library

What did you do on your visit to the library today?

60%

50%

40%

30%

20%

10%

0% B B B B B Borr BrowseS Read A Use a Usecomputer Si U Something else or orro orr or or eek tten t t se row ow row row o the o a p w w /return / renewin nCD ROMsd s / f e an intertudy hotoc / / / / o w retu retu retu retu return / ren rmatispaper / ev / wo rn rn rn rn ent n o on et pi / ren / ren / / / rk / reader r ren / exh en fi magazi nd som ew ew ew ew ew ibi bo cas CD vi DVD ti ne o deo n ok se s et s s tts s h.. .

Respondents were often repeat visitors to the library, with 50.3% stating they would visit either once a week (29%) or once a fortnight (21.3%).

Chart 5: Frequency of library visits

How often do you usually visit this library?

4% 8% 9% 13% 16%

21% 29%

First visit More than once a week About once a week About once a fortnight About once every three weeks About once every four weeks Less frequently

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4.3.2 Auditorium area

An analysis of use of the Civic Hall in the financial year April 2004 to March 2005 has been undertaken using the venue’s booking register. The analysis reveals that the Auditorium and Lounge areas were hired out on a total of 385 occasions by 47 different organisations and individuals; the Auditorium was hired 207 times and the Lounge 178.

Hire of the facility was mainly for evening time events, although a number operated from 10:00am.

Major users of the Auditorium during the period were:

• The Karate Club • The Civic Hall Amateur Players Society • Teenz and Kidz Drama Group • Ysgol Aberconwy • Conwy Estuary Lions Club • Gwyl Drama’r Pentan • Aberconwy Historical Society • Pentan Drama Group • Conwy Morris Dancers • Conwy Blue Grass Festival • Conwy Valley Art Exhibition • Mase Concert • Spirit of Blue Music Society • Gwyl Llandudno Festival

The list above indicates that the primary use of the Civic Hall is as a venue for local community artistic and educational ventures, a majority of which provide opportunities for the young people of the Town and the surrounding area.

Major users of the Lounge area during the period were:

• Conwy Valley Arts Society • Gwyl Llandudno Festival • Rowen Art Group • Denbighshire Arts Society • Exhibition of Pottery • Exhibition of Art • Valley Stream Aerial Exhibition • Theosophical Society.

Previous research carried out into usage of the Civic Hall in 2001/02 allowed for comparison to be made regarding usage rates; the 2004/05 figures show an increase of 65% on those for 2001/02.

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4.4 The national user/visitor market

In 2005 the Arts Council of Wales commissioned a survey of attendance, participation and attitudes to the arts in North Wales. In total some 1,832 people were interviewed across North Wales9.

Respondents were asked ‘Overall, how interested are you in arts and cultural events generally? Arts and cultural events were defined as activities such as music, dance, drama, film, arts and crafts and festivals.’ Three in five (60%) adults in North Wales responded that they were interested in arts and culture; this shows a higher interest level than Wales as a whole where 56% of adults stated they were interested.

87% of people interviewed in North Wales attended arts events, with 82% going to events once a year or more. Films at the cinema were the most popular arts activity; 57% of respondents go to see a film once a year or more, 21% of which would go at least once a month. Other popular arts events which respondents attended once a year or more were:

• Other live music’10 (39%) • Carnival or street arts (34%) • Play (33%) • Art galleries or exhibitions (32%) • Musical (27%) • Folk, traditional or world music (17%) • Classical music concert (15%) • Jazz concert (10%) • Contemporary dance (9%) • Readings, storytellings (8%) • Opera (7%) • Ballet (5%).

The most common reason amongst respondents for accessing these events was entertainment and enjoyment (43%), followed by a wish to see a specific show or event (34%) and for a social event or night out (32%).

The largest barrier to accessing arts and cultural events was a lack of time (29%) or lack of interest (28%).

9 Arts in North Wales 2005: attendance, participation and attitudes (2005). The Arts Council of Wales 10 Not folk, traditional, world music, jazz or opera ABL Cultural Consulting 60

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4.4.1 The market for participatory arts and cultural activity

The Arts Council of Wales study also investigates trends related to the level of participation in arts and cultural events, as opposed to a ‘passive’ visit. Interviewees were asked whether they did any of six types of art activity themselves. More than one in four (27%) of people in North Wales responded that they did take part in arts activities themselves, compared with 22% in Wales as a whole. 26% stated that they took part in these activities more than once a year, compared with 20% in Wales as a whole.

As the chart below indicates, North Wales has a higher propensity to participate in arts and cultural activity than any other Welsh region.

Chart 6: Propensity to participate in arts and cultural activity

Participation in arts activities by region

30% 25% Ever participates 20% 15% Participates 10% more than once 5% a year 0% Wales All WalesAll Mid & West & Mid North Wales South Wales

Arts and crafts was the most common type of activity which respondents participated in (13%), followed closely by musical activities (11%). The other activities which respondents were questioned about were dance; drama or theatrical activities; film, video-making or photography; and creative writing. The table overleaf outlines the proportion of people undertaking each type of activity and their frequency of doing so.

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Table 17: Frequency of participation in arts activities11 Activity North Wales At Less Once Less Once Ever Taken least than a than a takes part in once a once a year once year part last four month month, a or months12 more year more than once a year Percentage Visual arts 9 2 1 1 12 13 77 or crafts Music 7 2 1 1 10 11 80 Dance 4 2 1 1 7 8 68 Creative 2 1 1 1 4 5 51 writing, e.g. poetry or stories Drama or 1 1 1 1 4 5 48 theatrical activity Film and 3 1 1 1 5 5 60 video- making, including digital media (not family holiday or party snaps) Sample 1,832 size

The majority of respondents (five out of six respondents) would undertake arts or cultural activity in their neighbourhood, or locally. Visual arts and crafts and film and video-making would overwhelmingly take place within the neighbourhood; 66% of respondents would participate in their neighbourhood vs. 19% locally for arts and crafts and 42% in the neighbourhood vs. 22% locally for film and video-making. Conversely dance and drama or theatrical activity would in the main be carried out locally rather than within respondent neighbourhoods; 39% of respondents participated in dance activity locally compared with 36% in their neighbourhood and 42% of respondents locally vs. 31% in their neighbourhood for drama and theatrical activity.

11 Rows add to less than 100% because some respondents did not answer question 12 Participants only. Sample sizes vary for different art forms ABL Cultural Consulting 62

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Going elsewhere in the UK was more commonplace than going elsewhere in the region or Wales, or going abroad. These findings did not vary across art forms.

Arts participants were also asked to provide demographic information; Table 14 overleaf details the characteristics of North Wale’s residents who take part in arts and cultural activity.

Men are more likely than women to do musical activities (12% vs. 8%) or film and video-making (7% vs. 2%). Higher proportions of women participate in visual arts and crafts (14% vs. 11%) and dance (8% vs. 5%).

Age differences do not seem to affect participation in art and cultural activity, with the exception of dance, drama or theatrical activity, film and video-making where there is a slightly higher representation from the younger age group of 16-24.

Overall, there is higher participation in arts and cultural activity within the ABC1 Social grade than the C2DE, with the exception of dance, where there was equal representation from both groups (7%) and film and video-making where 6% of ABC1s and 4% of C2DEs take part.

The overriding reason for taking parts in arts activity was for enjoyment or pleasure (76%). Others reasons mentioned, were most commonly:

• Because friends took part (20%) • To learn new skills (19%) • To get out of the house (17%) • To improve health or wellbeing (16%).

The main barrier to participating in or participating more in arts and cultural activity was a lack of interest (49%). Other reasons cited which were relatively common barriers included:

• Belief they lack ability or talent (17%) • Lack of time (14%).

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Table 18: Participation in arts and cultural activities by demographic characteristics Activity North Wales

Men Women 16-24 25-34 35-44 45-54 55-64 65-74 75 ABC1 C2DE All and over Percentage participating once a year or more

Visual arts or crafts 11 14 13 12 14 13 14 11 9 17 9 12

Music 12 8 12 11 11 8 11 7 10 12 8 10

Dance 5 8 14 8 6 6 7 4 - 7 7 7

Creative writing, 4 4 6 2 5 3 5 3 6 6 2 4 e.g. poetry or stories Drama or theatrical 4 4 8 3 5 3 3 2 1 5 2 4 activity Film and video- 7 2 9 5 5 3 5 3 3 6 4 5 making, including digital media (not family holiday or party snaps)

Sample size 797 1,035 230 292 326 265 349 215 154 818 1,014 1,832

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4.5 Current attendance and competition within the region

4.5.1 TGI study into attendance of arts and cultural activity

MOSAIC analysis indicates residents within the 30 and 60 minute catchment areas have a lower than average income and social grade, suggesting the level of disposable income available to spend on cultural and leisure activities is more limited than that of the national average.

The TGI Leisure Report13 indicates that there is a similar propensity to visit places of historical interest, including archaeological sites, museums and stately homes / castles, alongside a lower propensity to attend all forms of performance art amongst the adult population of the 30 minute and 60 minute catchment areas of Conwy than that of the adult population of Great Britain (see Table 15 and 16).

Table 19: Propensity to access visitor attractions TGI Leisure Report Activity 30 minute 30 minute Great Index catchment catchment Britain area area % N % Visited archaeological sites 7,406 5.5 5.2 106 Visited beauty spots & gardens 29,349 22.0 20.6 107 Visited museums 23,251 17.4 20.3 86 Visited stately homes / castles 26,603 19.9 19.6 101 Visited other historical interest 25,423 19.0 18.6 102 Visited places of natural 22,297 16.7 15.8 105 interest Attended: theatre 51,538 38.6 39.3 98 Attended: plays 30,714 23.0 24.8 93 Attended: opera 9,015 6.7 7.1 94 Attended: ballet 9,392 7.0 7.5 93 Attended: contemporary dance 6,757 5.1 5.4 93 Attended: classical concerts 17,272 12.9 12.9 101 Attended: jazz concerts 9,191 6.9 7.0 98 Attended: popular / rock 30,746 23 24.4 94 concert Attended: art galleries 30,719 23.0 24.5 94 Cinema ever go 79,458 59.4 63.5 94 Base: Adults 15+ estimate 2005 Source: Experian

13 The TGI Leisure Report is a lifestyle survey undertaken each year across the United Kingdom. In the tables the index number in the final column identifies how attendance within the catchment area compares with the Great Britain average of 100. ABL Cultural Consulting 65

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Table 20: Propensity to access visitor attractions TGI Leisure Report Activity 60 minute 60 minute Great Index catchment catchment Britain area area % N % Visited archaeological sites 20,663 5.3 5.2 101 Visited beauty spots & gardens 85,098 21.6 20.6 105 Visited museums 66,303 16.9 20.3 83 Visited stately homes / castles 77,893 19.8 19.6 101 Visited other historical interest 73,150 18.6 18.6 100 Visited places of natural 64,047 16.3 15.8 103 interest Attended: theatre 148,242 37.7 39.3 96 Attended: plays 87,590 22.3 24.8 90 Attended: opera 23,905 6.1 7.1 85 Attended: ballet 25,513 6.5 7.5 86 Attended: contemporary dance 17,705 4.5 5.4 83 Attended: classical concerts 46,516 11.8 12.9 92 Attended: jazz concerts 24,317 6.2 7.0 88 Attended: popular / rock 89,327 22.7 24.4 93 concert Attended: art galleries 84,644 21.5 24.5 88 Cinema ever go 232,583 59.1 63.5 93 Base: Adults 15+ estimate 2005 Source: Experian

4.5.2 Competition analysis within 30 minute catchment

A competitor analysis has been undertaken and is attached in Appendix 2, giving full details of the type, access, facilities and audience figures for arts centres and art galleries in and around Conwy. The key local attractions of relevance to Conwy Civic Hall are detailed below.

Within the 30-minute drivetime there are seven possible competitor attractions to Conwy Civic Hall. These venues vary considerably in size and facilities.

Within one minute drivetime is the Royal Cambrian Academy of Art. The Academy was established in 1882. It is one of only 5 British Academies and the only Welsh Academy. The Royal Cambrian Academy is devoted to the visual arts in Wales and the membership of over 115 Academicians includes many of Wales' most popular and highly respected artists. The Academy hosts nine exhibitions a year showing contemporary art, touring shows, an open competition and a craft show. The venue is open to the public six days a week and attracted 25,000 visitors in 2004/2005.

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Located in Llandudno, Oriel Mostyn is an art gallery dedicated to international contemporary art. With 58,000 visitors in 2004/2005, the Gallery is Wales’ leading contemporary art gallery and has recently received a £2.6 million capital Lottery award by the Arts Council. The expansion will give Oriel Mostyn three new exhibition spaces, a dedicated area for hands-on activities with school, college and community groups, a meeting room / auditorium available for use by groups, a café, additional space for the Gallery's noted craft shop and storage and handling facilities allowing the Gallery to borrow works from major collections. There will be full disabled access to all areas of the building. Highlights of the proposals include a spacious new exhibition gallery lit by natural light, the sheathing of the building's tower in gold- coloured shingles to make it a Llandudno landmark and the complete refurbishment of the existing terracotta façade, cast iron canopy and finely-proportioned original top-lit galleries built in 1901. Construction work is planned to begin early next year and the Gallery will reopen in spring 2008.

Also located in Llandudno is Llandudno Museum. As opposed to Oriel Mostyn and the Royal Cambrian Academy of Art, the Museum’s art collection focuses on decorative and applied art. Admission charges apply and range from £0.75 to £1.50. The Museum is partially accessible to wheelchair users and includes a museum shop. 3,974 visits were made to the Museum in 2003/2004.

Venue Cymru (formally the North Wales Theatre and Conference Centre) is a theatre, arena and conference centre situated in Llandudno, approximately eight minutes drive away from the Civic Hall. Following a £10.7m development project, the complex is now more than twice its original size, which has allowed for a 1500sqm conference space, banqueting for 1000, a range of seminar and meeting rooms together with a small theatre space. The theatre has a seating capacity of 1,500 and the whole complex is fully accessible to wheelchair users.

Built as a Public Hall in the late 1800s, Theatr Colwyn is now a multi purpose venue. The venue offers a varied programme ranging from opera to theatre to film. Theatr Colwyn also houses a bar and a kiosk. It is fully accessible to wheelchair users.

Theatr Gwynedd is located in Bangor and within 27 minutes drivetime from Conwy Civic Hall. It is a receiving theatre offering a range of performances including drama, film, poetry readings, dance music and has an exhibition space. It offers workshops to schools and colleges based on performances, it has conference facilities, a bar and is fully accessible to wheelchair users.

Within the same drivetime as Theatr Gwynedd lies Gwynedd Museum and Art Gallery, Gwynedd’s only general museum. The Art Gallery offers a varied programme of temporary exhibitions including paintings photography and sculpture. The Museum and Art Gallery has a souvenirs shop and is partially accessible to wheelchair users. Admission is free. ABL Cultural Consulting 67

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Rhyl Pavilion Theatre opened in September 1991 and comprises 1,032 seats. The Auditorium was designed to accommodate theatre and orchestral concert audiences together with conference delegates. The lighting system adapts to the varying requirements of a theatre audience and caters for delegates writing notes in a conference. The Theatre is fully accessible to wheelchair users and houses a coffee lounge and a bar.

4.5.3 Summary of market analysis for Conwy Civic Hall

Whilst the Civic Hall has data on numbers of visits, there is little available evidence of the types of audience attracted to the venue, nor about the needs and interests of current and potential audiences. The Public Library Users Survey undertaken in the County Borough does, however, provide and indication about the audiences being attracted to the library element of the Civic Hall offer and might therefore give indications of the potential audience for other offers at the venue. Despite this it is important to have a more in-depth understanding of all visitor and potential target group needs to inform the development process.

The Civic Hall will need to consider ways in which the arts, heritage and learning offer can be taken out to communities, in addition to providing activity on site, in order to raise awareness of the Civic Hall and its offer among surrounding villages, particularly in relation to promoting any adult education and lifelong learning programmes.

The growing market for participatory activity will also impact upon people’s expectations and there is a real opportunity to deepen the level of audience engagement by offering more opportunities for hands-on arts and crafts activity.

Within the 30 minute catchment of the Civic Hall, there are very few possible competitors. The majority of competitors are visual art offers. As such, the Civic Hall development would need to differentiate itself from those galleries based in Conwy, Llandudno and Gwynedd were a visual art offer to be included in the redeveloped building. Theatr Colwyn and Theatr Gwynedd offer major competition in terms of the auditorium area within the Civic Hall. They operate as professional theatres and as such programmes are likely to attract greater visitor numbers than the amateur offers being staged at the Civic Hall. The community focus of the Civic Hall should therefore be pushed in terms of offering significantly lower charges for hire for the auditorium area than is available at competing venues and through ticket pricing for any events which are staged.

It is wise for the Civic Hall to focus its attention on the direct local market (i.e. people of the town Conwy) for the majority of its work, but there are opportunities to target areas beyond this in terms of marketing the venue for hire and for promoting lifelong learning. ABL Cultural Consulting 68

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4.6 Conclusions and visitor figure projections

This section seeks to summarise the market that Conwy Civic Hall is likely to attract. Market projections based on a number of scenarios are offered, each having a different market impact.

4.6.1 Market summary

Tables 17 to 19 summarise the total overall size and characteristics of the key market segments for the Public Library, TIC and Auditorium offerings within Conwy Civic Hall. Local residents and tourists14 are the two main market segments; however local residents are also divided into the sub groups of older people, families, low income and young people to ensure that proportionate representation of the Civic Hall’s current users are achieved.

14 Whilst there is some evidence to indicate that the public library could have a growing role as a space for tourists (see 5.2.5 above), at present the main evidence of achievement in attracting tourists is through the inclusion of a TIC in a library building. Therefore, for the purposes of the market summary exercise, it is assumed that tourists will constitute a market segment of visitors for the TIC and Auditorium, but not for the Library. ABL Cultural Consulting 69

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Table 21: Market segment summary for Conwy Public Library Segment Segment Characteristics size

Local residents15 8,667 Regional Trends 39: 2006 edition (ONS) identifies this as the resident population per library in Wales, which equates to 5.9% of the population of the 30 minute catchment Older people 2,512 29.2% of the catchment population are aged (60+) 60+. When applied to the base population this equates to 42,577 people. 5.9% of the local resident segment aged 60+ is 2,512 Families 1,453 There are an estimated 9,118 families16 within the local resident segment. 5.9% of this amount is 538 families. With an average of 2.7 persons per family17 this equals 1,453 Low income 3,149 36.6% of the catchment population fall within social groups 6-9. When applied to the base population this equates to 53,367 people. 5.9% of the local resident segment in social groups 6-9 is 3,149 Young people (15- 1,265 14.7% of the catchment population are aged 29) 15-29. When applied to the base population this equates to 21,434 people. 5.9% of the local resident segment aged 15-29 is 1,265 Base: 145,811 (population aged 15+ of 30 minute catchment minus population of Bangor; 159,536 -13,725)

15 Local residents are not an exclusive group – the sub groups of older people, families, low income and young people are also within the local residents group, nut equally they are not exclusive, i.e. people can fall within more than one sub group 16 Census information states there are 16,075 married couple households in Conwy County Borough and 3,444 cohabiting couple households. Key statistics (ONS) show 48% of married couple households in England & Wales have dependent children, (7,716 households in Conwy) and 44.9% of cohabiting couple households in Wales have dependent children (1,546 households in Conwy). The number of lone parent households in Conwy according to Census information is 2,869. Totalled together this is 12,131 households in Conwy with dependent children. To apply this to the 30 minute catchment, minus Bangor, the total population of the catchment area (145,811) was divided by the total population of the County Borough (109,596) and multiplied by the number of households (12,131) to give a total number of households in the 30 minute catchment of 9,118. 17 Census 2001, ONS ABL Cultural Consulting 70

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Table 22: Market segment summary for Conwy TIC Segment Segment Characteristics size

Local residents18 21,559 There were 153,988 visitors to Conwy TIC in 2004. The calculation for the tourism segment (see below) indicates that 132,429 were tourists to the area, meaning 21,559 were local residents (14%). Older people 5,961 29.2% of the catchment population are aged 60+. Applied to the base population this equates to 42,577 people. 14% of the local resident segment aged 60+ is 5,961. Families 3,448 There are an estimated 9,118 families within the local resident segment. 14% of this is 1,277. With an average of 2.7 persons per family this equals 3,448. Low income 7,471 36.6% of the catchment population fall within social groups 6-9. Applied to the base population this equates to 53,367 people. 14% of the local resident segment in social groups 6-9 is 7,471. Young people 3,001 14.7% of the catchment population are aged 15-29. Applied to the base population this equates to 21,434 people. 14% of the local resident segment in social groups 6-9 is 3,001. Tourists 92,701 The current TIC in Conwy had visitor figures in 2004 of 153,988. 39% of tourists to Conwy are overseas visitors; 39% of the TIC visitor figures equates to 60,055. The North Wales Visitor Survey 2004: Conwy found that 47% of tourists to Conwy were day visitors; 47% of the TIC visitors figures equates to 72,374 people. The total of these together is 132,429. Base: 145,811 (population aged 15+ of 30 minute catchment minus population of Bangor; 159,536 -13,725)

18 Local residents are not an exclusive group – a proportion of this total comprises of the sub-segments of older people, families, low income and young people ABL Cultural Consulting 71

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Table 23: Market segment summary for the Auditorium and Lounge Segment Segment size Characteristics Attend Partici- pate Local residents19 119,565 39,369 Research by the Arts Council Wales in 2005 found that 82% of people in North Wales attended one or more arts events per year and 27% of people in North Wales participate in arts activity at least once a year. 82% of the base population equals 119,565 and 27% 39,369. Older people 34,913 11,496 29.2% of the catchment population are aged 60+. Applied to the base population this equates to 42,577 people. 82% and 27% of the local resident segment aged 60+ equals 34,913 and 11,496. Families 20,188 6,647 There are an estimated 9,118 families within the local resident segment. 82% and 27% of this is 7,477 and 2,462 households. With an average of 2.7 persons per family this equates to 20,188 and 6,647. Low income 43,761 14,409 36.6% of the catchment population fall within social groups 6-9. Applied to the base population this equates to 53,367 people. 82% and 27% of the local resident segment in social groups 6-9 is 43,761 and 14,409. Young people 17,576 5,787 14.7% of the catchment population are aged 15-29. Applied to the base population this equates to 21,434 people. 82% and 27% of the local resident segment in social groups 6- 9 is 17,576 and 5,787. Tourists 92,701 - It is assumed that the number of tourists who have the potential to visit the Auditorium matches the numbers for the segment size for the TIC, which was 92,701. Base: 145,811 (population aged 15+ of 30 minute catchment minus population of Bangor; 159,536 -13,725)

19 Local residents are not an exclusive group – a proportion of this total comprises of the sub-segments of older people, families, low income and young people ABL Cultural Consulting 72

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4.6.2 Market projections and conclusions

Visitor targets for the proposed options within Conwy Civic Hall are outlined in Tables 20 to 30. The options are referred to as follows:

• Option 1 Status Quo • Option 2 Refurbishment • Option 3 Re-clad upper storeys; include additional services • Option 4 Restore ‘original’ building form; include further additional and commercial services • Option 5 Restore ‘original’ building form; include commercial services but omit auditorium

Option 1 is a control option to illustrate the costs and implications of retaining the status quo, but carrying out essential work to meet legal requirements and maintain the fabric of the building in reasonable condition.

Option 2 does not materially alter the range of services offered by the building, but the existing spaces are fully refitted and refurbished without any structural alterations to the building or cosmetic improvements to its exterior. Option 2 assumes that, owing to the age of the mechanical and electrical installation, all services will need to be replaced in order to ensure a long-term future for the facility.

Option 3 explores the possibility of re-cladding the upper storeys of the building, without any reduction to its overall massing. One aim of Option 3 would be to enhance the building’s visual appearance and integrate its mass more sympathetically with its historical context, but without significant structural alterations. Internally, the layout would be altered to accommodate, as far as possible, the following services:

• Library • Tourist Information Centre • Heritage Interpretation Centre • Meeting rooms • Auditorium with dressing rooms and kitchen • Visual arts gallery • Quayside public WCs.

The library and dressing rooms would be retained at existing size, whilst the auditorium and kitchen would be reduced in size.

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Option 4 explores the notion of removing the 1960’s upper storey extension and restoring the building such that it is similar in form to its 19th Century manifestation. In order to increase the old town wall’s visual legibility, the new east façade is to be located further west than at present. Internally, the layout would be altered to accommodate, as far as possible, the following services:

• Library • Coffee bar • Lettable shop unit • Tourist Information Centre • Heritage Interpretation Centre • Meeting rooms • Auditorium with dressing rooms and kitchen • Visual arts – integrated with foyer area • Quayside public WCs.

The library would be retained at its existing size, whilst the auditorium, dressing rooms and Kitchen would be reduced in size.

Option 5 would have the same external reconstruction works as option 4, but the internal reorganisation would seek to maximise lettable commercial office space through the omission of the performing arts brief.

Internally the building would have:

• Lettable office space • Library • Coffee bar • Lettable shop unit • Tourist Information Centre • Heritage Interpretation Centre • Meeting rooms • Visual arts – integrated with foyer area • Quayside public WCs.

Option 1 – Status Quo

The Library and Auditorium are very different offerings and appeal to different sizes of market. Consequently, the following tables will look at the ‘Do Nothing’ option for the Library and the Auditorium separately. Totals for each will then be added together to give overall visits.

Assumptions made which relate to the ‘Status Quo – Library’ are:

• Using the findings from the Conwy Library user survey it was estimated that 4% of library users were from postcode areas outside of the 30 minute catchment area assigned to local residents.

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• For those travelling from outside the catchment area it assumed that number for visits per year will be 1.

• Using the findings from the Conwy Library user survey it was estimated that 4,783 were first time users of the library - of these 2,126 were tourists leaving a total of 2,657 first time users from the local resident catchment; 82 respondents used the library more than once a week, 148 respondents once a week, 215 respondents once every fortnight, 406 users once every three weeks, 164 respondents once every four weeks and 708 respondents less often (an average of six visits a year was assumed). This totals 4,380 users of the library per year.

• User numbers for Conwy library are known to be 53,145. Subtracting the total number of tourist visits from this amount leaves 51,019 visits per year by local residents. This total number of visits divided by the number of local resident visitors per year gives the average number of visitors per year of 11.65.

• Using the findings from the Conwy Library user survey it was estimated that 49.5% of library users are aged 60+ years (half of the 25% aged 55-64, 24% aged 65-74 and 13% aged 75+)

• Using the findings from the Conwy Library user survey it was estimated that 9% of library users are aged between 15 and 29 years (2% aged 15-19, 3% aged 20-24 and half of the 8% aged 25-34)

• No data exists to indicate the proportion of visitors who access the library as a family or to indicate which social grades visitors fall into. Estimates have therefore been made for the number of families and low income users, assuming an average penetration rate of 25% for families (half of visitors aged under 60 years) and 20% for low income (an estimate based on economic activity of those interviewed during the Public Library User Survey).

Table 24: Status Quo - Library Segment Segment Visits Penetration Visits per Total size per rate year attendance year % assuming figures visit average of 11.65 Local 8,667 4,380 50.5 51,018 51,018 residents (30 minute catchment) Older people 2,512 2,168 86.3 25,254 25,254 Families 1,453 1,095 75.4 12,757 12,757 Low income 3,149 876 27.8 10,205 10,205 Young people 1,265 394 31.1 4,592 4,592 TOTAL 51,018 Assumptions made which relate to the ‘Status Quo – Auditorium’ are: ABL Cultural Consulting 75

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• Average visits per year for local residents are assumed to be 2 visits per year to attend an event and 4 visits per year to participate in a class, club, activity or event.

• Average visits per year for day visitors are assumed to be 1 visit per year to attend an event and 0 visits per year to participate in a class, club or event.

• Whilst the total segment size is reasonably large, under a ‘Status Quo’ option, the auditorium is unlikely to achieve a much higher penetration rate of this audience than 4%.

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Table 25: Do nothing – Auditorium and lounge Segment Segment size Visitors per year (base Visits per year assuming Total penetration rate) attendance figures Attend Partici - Total Attend Partici- Total Attend Partici- Total pate pate (2 local pate residents (4 local and 1 for residents visitors) and 0 for visitors Local 119,565 39,369 158,961 4,783 1,575 6,358 9,566 6,300 15,866 15,866 residents (30 minute catchment) Older people 34,913 11,496 46,409 1,397 460 1,857 2,794 1,840 4,634 4,634

Families 20,188 6,647 26,835 808 266 1,074 1,616 1,064 2,680 2,680

Low income 43,761 14,409 58,170 1,750 576 2,326 3,500 2,304 5,804 5,804

Young 17,576 5,787 23,363 703 231 934 1,406 924 2,330 2,330 people

Tourists 92,701 - 92,071 3,708 - 3,708 3,708 - 3,708 3,708

TOTAL 19,574

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Total visitor figures for the Civic Hall complex for Option 1 total 70,592.

Option 2 – Refurbishment

Assumptions made which relate to the ‘Refurbishment - Library’ option are:

• Experience of other libraries undergoing refurbishment suggests that usage will increase by 10% on the ‘Status Quo’ option. Therefore, the number of visitors per year increases in each case by 10%.

Table 26: Refurbishment - Library Segment Segment Visitors Penetration Visits per Total size per year rate year attendance % assuming figures visit average of 11.65 Local 8,667 4,818 55.6 56,130 56,130 residents (30 minute catchment) Older people 2,512 2,385 94.9 27,785 27,785 Families 1,453 1,205 82.9 14,038 14,038 Low income 3,149 964 30.6 11,231 11,231 Young people 1,265 434 34.2 5,045 5,045 TOTAL 56,130

Assumptions made which relate to the ‘Refurbishment – Auditorium’ are:

• With a basic refurbishment, prompting increased word of mouth, it is estimated that the rate of penetration of the total potential market would increase by 1% to 5%.

• Average number of visits by local residents and tourists each year are assumed to remain as above (with the ‘Status Quo’ option).

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Table 27: Refurbishment – Auditorium and Lounge Segment Segment size Visitors per year (base Visits per year assuming Total penetration rate) attendance figures Attend Partici - Total Attend Partici- Total Attend Partici- Total pate pate (2 local pate residents (4 local and 1 for residents visitors) and 0 for visitors Local 119,565 39,369 158,961 5,978 1,968 7,946 11,956 7,872 19,828 19,828 residents (30 minute catchment) Older people 34,913 11,496 46,409 1,746 460 2,206 3,492 1,840 5,332 5,332

Families 20,188 6,647 26,835 1,009 332 1,341 2,018 1,328 8,678 8,678

Low income 43,761 14,409 58,170 2,188 720 2,908 4,376 2,880 7,256 7,256

Young 17,576 5,787 23,363 879 289 1,168 1,758 1,156 2,914 2,914 people

Tourists 92,701 - 92,071 4,635 - 4,635 4,635 - 4,635 4,635

TOTAL 24,463

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Total visitor figures for the Civic Hall complex for Option 2 total 80,593.

Option 3 – Re-clad upper storeys; include additional services

Assumptions made which relate to the ‘Re-clad upper storeys; include additional services’ are:

• Experience of other libraries undergoing major refurbishment suggests that usage will increase by 25% on the ‘Status Quo’ option. Therefore, the number of visitors per year increases in each case by 25%.

Table 28: Re-clad upper storeys – Library Segment Segment Visitors Penetration Visits per Total size per year rate year attendance % assuming figures visit average of 11.65 Local 8,667 5,475 63.2 63,784 63,784 residents (30 minute catchment) Older people 2,512 2,710 107.9 31,572 31,572 Families 1,453 1,369 94.2 15,949 15,949 Low income 3,149 1,095 34.8 12,757 12,757 Young people 1,265 493 38.9 5,743 5,743 TOTAL 63,784

Assumptions made which relate to the ‘Re-clad upper section and reconfiguration of Civic Hall to include TIC – Auditorium’ are:

• With a reconfiguration of the Civic Hall space to include a TIC and considerable publicity to engage local markets, it is estimated that the rate of penetration of the total potential market will increase from 1% to 7%.

• Average number of visits by local residents and tourists each year are assumed to remain as above (with the ‘Status Quo’ option).

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Table 29: Re-clad upper storeys – Auditorium and Lounge Segment Segment size Visitors per year (base Visits per year assuming Total penetration rate) attendance figures Attend Partici - Total Attend Partici- Total Attend Partici- Total pate pate (2 local pate residents (4 local and 1 for residents visitors) and 0 for visitors Local 119,565 39,369 158,961 8,370 2,756 11,126 16,740 11,024 27,764 27,764 residents (30 minute catchment) Older people 34,913 11,496 46,409 2,444 805 3,249 4,888 3,220 8,108 8,108

Families 20,188 6,647 26,835 1,413 465 1,878 2,826 1,860 4,686 4,686

Low income 43,761 14,409 58,170 3,063 1,009 4,072 6,126 4,036 10,162 10,162

Young 17,576 5,787 23,363 1,230 405 1,635 2,460 1,620 4,080 4,080 people

Tourists 92,701 - 92,071 6,489 - 6,489 6,489 - 6,489 6,489

TOTAL 34,253

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Assumptions made which relate to the ‘Re-clad upper section and reconfiguration of Civic Hall to include TIC’ are:

• The figures used for the calculation of the market segment size for the TIC are calculated on current visitor figures for the TIC located at Conwy Castle. As outlined in section 5.2.5 the visitor figures for the TIC are proportional to the attendance of the Castle and a percentage of the enquiries received at the TIC are visitors asking if they can purchase tickets for entrance to the Castle. On this basis the relocation of the TIC to the Civic Hall is likely to result in a decrease in visitor figures as the TIC will no longer have this direct access to Conwy Castle visitors. It has therefore been assumed that current visitor figures for the TIC will decrease by 33% in each instance.

• It is assumed that an average of 1.5 visits per year would apply, taking into consideration the number of tourist visits and the understanding that local people will use their TIC as a listings and other general local information point, especially where it is housed in the same building as the Library.

Table 30: Re-clad upper storeys – TIC Segment Segment Visitors Penetration Visits per Total size per year rate year attendance % assuming figures visit average of 1.5 per year Local 21,559 9,629 44.7 14,444 14,444 residents (30 minute catchment) Older people 5,961 2,665 44.7 3,998 3,998 Families 3,448 1,541 44.7 2,312 2,312 Low income 7,471 3,340 44.7 5,010 5,010 Young people 3,001 1,341 44.7 2,012 2,012 Tourists 92,701 59,152 63.8 88,728 88,728 TOTAL 103,172

Total visitor figures for the Civic Hall complex for Option 3 total 201,209.

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Option 4 – Restore ‘original’ building form; include further additional and commercial services

Assumptions made which relate to the ‘Restore ‘original’ building form; include further additional and commercial services’ are:

• Experience of other libraries undergoing refurbishment suggests that usage will increase by 25% on a major refurbishment. The addition of a café and shop is likely to increase this further. Therefore, the number of visitors per year increases in each case by 30%.

Table 31: Restore ‘original’ building form – Library Segment Segment Visitors Penetration Visits per Total size per year rate year attendance % assuming figures visit average of 11.65, excluding tourists with average of 1 Local 8,667 5,694 65.7 66,335 66,335 residents (30 minute catchment) Older people 2,512 2,818 112.2 25,254 25,254 Families 1,453 1,424 98.0 14,796 14,796 Low income 3,149 1,139 36.2 18,104 18,104 Young people 1,265 512 40.5 4,592 4,592 TOTAL 66,335

Assumptions made which relate to the ‘Restore ‘original’ building form; include further additional and commercial services – Auditorium’ are:

• With a reconfiguration of the space to include both the TIC and a café, it is estimated that the rate of penetration of the total potential market for the Auditorium will increase from 1% to 8%.

• Average number of visits by local residents and tourists each year are assumed to remain as above (with the ‘Status Quo’ option).

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Table 32: Restore ‘original’ building form – Auditorium and Lounge Segment Segment size Visitors per year (base Visits per year assuming Total penetration rate) attendance figures Attend Partici - Total Attend Partici- Total Attend Partici- Total pate pate (2 local pate residents (4 local and 1 for residents visitors) and 0 for visitors Local 119,565 39,369 158,961 9,565 3,150 12,715 19,130 12,600 31,730 31,730 residents (30 minute catchment) Older people 34,913 11,496 46,409 2,793 920 3,713 5,586 3,680 9,266 9,266

Families 20,188 6,647 26,835 1,615 532 2,147 3,230 2,128 5,358 5,358

Low income 43,761 14,409 58,170 3,501 1,153 4,654 7,002 4,612 11,614 11,614

Young 17,576 5,787 23,363 1,406 463 1,869 2,812 1,852 4,664 4,664 people

Tourists 92,701 - 92,071 7,416 - 7,416 7,416 - 7,416 7,416

TOTAL 39,146

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Assumptions made which relate to the ‘Restore ‘original’ building form; include further additional and commercial services – TIC’ are:

• The figures used for the calculation of the market segment size for the TIC are calculated on current visitor figures for the TIC located at Conwy Castle. As outlined in section 5.2.5 the visitor figures for the TIC are proportional to the attendance of the Castle and a percentage of the enquiries received at the TIC are visitors asking if they can purchase tickets for entrance to the Castle. On this basis the relocation of the TIC to the Civic Hall is likely to result in a decrease in visitor figures as the TIC will no longer have this direct access to Conwy Castle visitors. Similar to Option 3, but to a lesser extent due to the additional commercial offers of Option 4, a decrease of 30% in each instance has been assumed.

• As under Option 3 it is assumed that an average of 1.5 visits per year would still apply.

Table 33: Restore ‘original’ building form – TIC Segment Segment Visitors Penetration Visits per Total size per year rate year attendance % assuming figures visit average of 1.5 per year Local 21,559 10,061 46.7 15,091 15,091 residents (30 minute catchment) Older people 5,961 2,784 46.7 4,176 4,176 Families 3,448 1,610 46.7 2,415 2,415 Low income 7,471 3,489 46.7 5,234 5,234 Young people 3,001 1,401 46.7 2,102 2,102 Tourists 92,701 61,801 66.7 92,701 92,701 TOTAL 107,792

Total visitor figures for the Civic Hall complex for Option 4 total 213,273.

Option 5 – Restore ‘original’ building form; include commercial services but omit auditorium

Total visitor figures for the Civic Hall complex for Option 5 total the same as Option 4 minus 39,146, which equates to 174,127.

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4.7 Conclusions

The market penetration scenarios above offer five pictures of potential audience figures for Conwy Civic Hall. Scenario 1 presents the current Civic Hall offer and a predominantly local focus.

Scenarios 2 to 5 would need further development to enhance the offer to all groups, but in particular young people, families and low income groups. It would be important to consider relationships with people locally to demonstrate relevance and encourage repeat visits, as well as a programme and communications to position the Civic Hall with an offer attractive to those beyond the immediate local catchment.

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5 Comparators and models of good practice

5.1 Introduction

This chapter analyses community theatres and arts centres located in similar UK towns, outlining their facilities, income sources, operational structures and detailing their education programme.

The venues researched were:

• Queen’s Hall Arts Centre, Hexham. • Stamford Arts Centre, Stamford • The Library Theatre, Luton • Theatr Colwyn, Colwyn Bay • Rotherdam Arts Centre, Rotherdam • Plough Arts Centre/Beaford Centre, Torrington.

ABL Cultural Consulting undertook desk research and conducted telephone interviews with key members of staff to gain an understanding of operational models. Full details can be found in Appendix 3.

5.2 Queen’s Hall Arts Centre, Hexham

Description of venue and facilities

Queen's Hall Arts Centre offers exhibitions, theatre, children’s theatre, opera, film and comedy evenings and a wide variety of live music at its main venue of the Queen's Hall in central Hexham. It aims to provide opportunities for all people to participate in the arts. Other activities include outreach art activities. The Queen’s Hall is also home to the theatre company Theatre Sans Frontiers. The building is shared with Hexham Library and was recently refurbished (2004).

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The total number of events in 2005 was 170 and can be broken down as follows:

• Drama (43) • Dance (6) • Classical Music (13) • Contemporary Music (38) • Film (31) • Miscellaneous events (15) • Gallery/exhibition events (24).

Admission to the Arts Centre is free. Adult admission to the theatre costs approximately £9.50. Concessions are available to students and OAPs. Community hire rates are £25.00 for four hours. The Theatre has 354 seats (254 stalls and 100 balcony), the White Room has 70. There is a restaurant offering a full menu and bar daily until late on performance evenings. All facilities are fully accessible for disabled including induction loop.

Visitor figures for 2005/2006 are as follows:

Hexham attendance:

• Performing arts 20,500 • Special events 4,100 • Community hires 9,500

TOTAL 34,100

Outreach attendance:

• Performance & events 3,200 • Film 1,800 • Others 2,100

TOTAL 7,100

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Operational information and structure

The Arts Centre employs seven full time and nine part time members of staff:

• Director (1 f/t) • Senior Technician (1 f/t) • Technician (1 f/t) • Arts Development Officer (1 f/t) • Marketing Manager (1 f/t) • General Manager (1 f/t) • Box Office Supervisor (1f/t) • Film development Officer (1 p/t) • Administration Assistant (1 p/t) • Technician (1 p/t) • Box Office Assistants (2 p/t) • Handymen (2 p/t) • Cleaners (2 p/t).

The Arts Centre runs on £575,181 per year, of which £357,800 comprises staffing and operational costs.

Income is made up as follows:

Unearned income:

• Annual Grant - Tynedale Council £171,308 • Annual Grant - Northumberland CC £37,685 • Tynedale Council - small grants fund £1,500 • Northern Arts LADA grant £56,279 • Northern Film & Media £12,500 • Tynedale Council/other film support £8,000 • Other grants/donations etc £73,500

Earned income:

• Box office income (general) £100,000 • Box office/earned income (film) £5,000 • Catering charges £18,000 • Front of house income £23,000 • Rental income £24,900 • Library lease £43,900

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Education programme

The Queen Hall Arts Centre’s plans for future development are as follows:

• QHA will aim to establish a partnership approach with Prudhoe High School and Haydon Bridge High School as it has with Queen Elizabeth High School.

• Appropriate partnerships will also be continued/sought to support other educational organisations deliver arts base workshops e.g. with Newcastle College.

• QHA will facilitate, host, fund and otherwise empower self-running and semi-autonomous arts workshop groups, such as Tynedale Community Choir, Hexham Junior Strings.

5.3 Stamford Arts Centre

Built in 1768, the Stamford Theatre was one of the oldest purpose-built theatres in the provinces. As the visits of touring companies became less frequent, the building was converted into a gentleman's club. It remained so until the Second World War, when it became a meeting point for service men and women, and was subsequently used for a variety of purposes including badminton, flower shows, jumble sales, discos and dog training. The venue was opened as an Arts Centre in 1972 and the Theatre in 1978. The Arts Centre became very successful during the 1980s and the management team needed extra funding in order to see the Centre reach its full potential.

In 1990 South Kesteven District Council took over the management of the Centre and implemented the staff and resources the Centre needed. In 1994, a cinema was opened as an additional feature of the Theatre. Much of the building has been refurbished, the new look ballroom has increased the number of hirings for functions. A new box office and separate Tourist Information Centre have been created.

The Centre is now open nearly everyday of the year for either a live show, film or concert. The gallery, box office and coffee shop are open Mondays to Saturdays 9.30am to 8pm. Admission costs for the cinema is £5.00 for adults, £ 4.50 with concessions and £4.00 for matinees. Theatre tickets and other events are priced at an average of £8.80, and 7.50 with concessions.

Discounts vary from show to show. Generally they are available to Artscene members, children & students, unwaged, over 60s and disabled patrons & companion.

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There are four spaces available for hire with a capacity ranging from 25 to 250 people. Prices vary and range from £10.00 per hour for workshops to up to £150 for renting out the Theatre. The Art Centre records approximately 290,000 visits per annum, which can be broken down as follows:

• Visitors to the Tourist Information Centre 90,000 • Gallery 70,000 • Ticket sales 45,000 (cinema) • Live events 11,500 • Workshops 15,000

An estimate of 15,000 of the overall visitor figures are students. The theatre has 166 seats. The ballroom has 216 seats for classical concerts. There are two coffee shop eating areas, an ice cream kiosk, a bar in the cellar, and toilets are with baby changing facilities. All facilities are fully accessible for disabled including induction loop and entrance ramp for easy access.

Operational information and structure

Stamford Arts Centre is financed by South Kesteven District Council and the Arts Council. It also receives other miscellaneous grants, which amounted to £15,000 in 2005/5.

Earned income sources collectively turn over an average of £480,000 per annum. The earned and unearned income is generated through:

• Coffee shops (franchise) • Ticket sales workshop film sales • Commission on ticket sales 35,000 per annum • Hire 60,000 per annum • Grants from the Arts Council £36,000 per annum

Expenditure on the Arts Centre is approximately £860,000 per annum, broken down as follows:

• Staff £310,000 • Building/maintenance/premises £90,000 • Central charges £60,000 • Arts Programme £400,000

Education programme

The Arts Centre offers education and outreach programmes. As well as regular term-time groups and classes in drama, dance, film-making, singing, painting, drawing, music-making, there are shows, films, workshops and special events throughout the year alongside school holiday activities.

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The education programme does not follow a strategic plan, but rather responds to the demand. Generally, there is a growing demand for such activities.

5.4 The Library Theatre, Luton

Description of venue and facilities

The Theatre was built in1962 as lecture theatre on the third floor of the library. It serves as a civic centre and provides professional and amateur theatre. As well as a professional children's theatre program there is also a full size cinema screen showing a number of films throughout the year. The policy on production is 10% professional product, 50% local amateur companies, and 40% film. The venue is willing to premiere shows and also provides for conferences. It also houses the Luton Music Club which has concerts every Monday.

Admission charges range from £8.00 to £10.00. Community hire rates range from approximately £200 to £400 a day. The theatre has 238 seats (raked). There is a coffee bar and a bar with restricted licence. The Theatre is fully accessible to wheelchair users.

Operational information and structure

The theatre is managed and financed by Luton Borough Council. There are around 20 people in the Arts Department of the Council. Six staff work explicitly for the Theatre: one Strategic Manager; one Venue Manager; one Theatre Officer; one Box Office Assistant; one Administrator and one Technician. The Theatre has no volunteers. In addition to its funding by Luton Borough Council, the Theatre earns income through ticket sales and hires.

Education programmes

There is no education programme in place yet, but plans are currently being developed.

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5.5 Theatr Colwyn, Colwyn Bay

Description of venue and facilities

Theatr Colwyn was originally built in the late 1800s as a Public Hall and is now being used as a receiving theatre. The programme varies and ranges from opera to variety. Other activities include special interest films, youth quiz, poetry and literary evenings.

Community hire rates range from £150 plus 20% box office share for charities to £300 plus 10% box office share for other organisations. The Theatre comprises 386 seats, fixed and ranked. There is a bar with a theatre licence (buffets are available on request), as well as a kiosk selling sweets, soft drinks and ice cream. There are three wheelchair spaces, a wheelchair ramp, lift and a disabled toilet. A companion seat will also be offered to wheelchair users and registered blind. Guide dogs are allowed in the theatre. All facilities are accessible for wheelchair users except for the upstairs bar. 18,287 visits had been made to the venue in 2004/2005, of which approximately 1,000 were school visits.

Operational information and structure

Theatr Colwyn is managed by Conwy County Borough Council and operated by three full time and seven part time members of staff. The venue is funded by Conwy County Borough Council, Colwyn Town Council and through a grant by the Arts Council of Wales. Additional income is gained through box office takes, merchandising, advertising, theatre hire and kiosk and bar sales.

Education programmes

There is no specific education programme in place due to a lack of space. However, the Theatre tries to put on shows that may correspond to the school syllabus. The Theatre also offers school tours of the building and some children’s workshops.

5.6 Rotherham Arts Centre, Rotherham

Description of venue and facilities

The Library Arts Complex was built in 1976. Ever since its foundation the theatre has concentrated on professional programming and specialises in children’s theatre. The Arts Centre is a multifunctional building which houses a museum, an art gallery and the library.

Rotherham Arts Centre is a receiving house for small-scale touring shows including drama, dance, mime, classical music and local amateur groups. It is also the home of the Out of the Blue Theatre Company and

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Rotherham Youth Theatre. The program comprises predominantly professional production, but it is open to amateur productions too. The theatre is also very well known for its children’s theatre program (usually on Saturdays). During the day time other activities include craft fairs, seminars, trade exhibitions, social functions, small scale exhibitions, educational projects, local societies, public lectures, children’s activities, craft classes, small conferences and workshops.

The Arts Centre holds up to 200 seats (raked). For a performance the Arts Centre normally charges £212 per day, including three hours get in. For other activities such as conferences, Rotherham Arts Centre charges £40 per hour. There is a bar and a coffee bar where visitors can buy light meals and snacks. All facilities are fully accessible for the disabled, including level access and Braille print on request.

Operational information and structure

The venue is managed by Rotherham Metropolitan Borough Council and employs five full time members of staff, and three volunteers. Full time members of staff include a Principle Arts Officer, an Assistant Manager, a Sales and Marketing Manager, an Operations Manager and a Technical Manager. The venue is financed by Rotherham Metropolitan Borough Council and earns additional income through box office, hires, hires of equipment, and the Civic Theatre.

Education programmes

The theatre works together with the Council’s Education Department and runs regular classes including craft and the youth theatre.

5.7 The Plough Arts Centre

Description of venue and facilities

The Plough was founded in 1975. The venue was named "The Plough" after a public house which had stood on the site during the nineteenth century.

In 1991 financial problems threatened The Plough with closure: it was saved through a merger with the nearby Beaford Centre. Beaford withdrew in 2002, and The Plough is now again independent. The Plough Arts Centre comprises a theatre, cinema and art gallery. The Plough is situated in a former Territorial Army drill hall on Fore Street in the centre of Torrington.

The Plough is also the home of The Torrington Players, a local theatre group.

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On the first floor is one of the leading galleries in the South West with an ever changing exhibition programme. Many are by acclaimed local artists, but periodically international exhibitions can be seen. Other facilities include a foyer gallery, drama studio, meeting rooms and workshop space.

The Plough is still associated with the Beaford Centre which offers a variety of arts-orientated residential courses, classes and work-shops including for instance creative writing, pottery, Pilates, youth theatre and Karate. The Theatre holds 240 seats, of which 67 are balcony and 74 retractable seats.

There is a restaurant which offers meals, snacks and refreshments. The Arts Centre has full disabled access. All information is available in large print or on audio tapes by request. Admission costs vary from £5.00 - £12.00. Rooms, with a capacity of up to 240 people, are hired out at £12.00 per hour for businesses and £ 8.00 per hour for workshop leaders.

Operational information and structure

The Arts Centre is a registered charity. The Arts Centre is partly financed by the Town Council, the District Council and Great Torrington Towns Lands, Alms Lands and Poors Charities. The Arts Centre receives additional income through box office, hires, sales of the gallery (paintings, crafts) and the café. The Arts Centre is operated by three full time members of staff (Director, Technical Manager, Arts Programmer) and three part time members, including a finance officer.

Education programmes

The Arts Centre does not offer educations programmes of any kind, except for in-house workshops.

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6. Service options

6.1 Introduction

Chapters 6 and 7 detail the service and site options available to the Civic Hall. Between May and August 2006 15 individuals and two groups were consulted about their vision for the building. The analysis and options draw heavily on these opinions, combined with ABL’s and Levitt Bernstein’s expertise.

6.2 Existing services

6.2.1 Library

Conwy Library provides:

• Books for adults and children in Welsh and English • Information • Books on tape • Videos • Newspapers • Magazines • Public internet access and internet awareness sessions • Open learning sessions in partnership with Llandrillo College • Photocopier and fax • Local history • Study space • A Council information point • Exhibitions • A small meeting room.

The library is open 35.5 hours a week:

Monday 10.00am – 5.30pm Tuesday 10.00am – 7.00pm Wednesday Closed Thursday 10.00am – 5.30pm Friday 10.00am – 5.30pm Saturday 10.00am – 1.00pm

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The table below shows the visitor figures for the last five years for Conwy Public Library, which have steadily increased from 2002/3:

Table 34: Visitor figures for Conwy Public Library 2005/06 2004/05 2003/04 2002/03 2001/02

Library 53,144 46,852 41,496 38,662 42,120

There are 2.3 full time equivalent (fte) staff at the library.

6.2.2 Tourist Information Centre

The Tourist Information Centre provides:

• Information about local and regional attractions and facilities • Accommodation bookings.

The Tourist Information Centre is open:

Summer

9.30am – 6.00pm daily

Winter

9.30am – 4.00pm daily

There are 1.5 full time equivalent staff all year and another full time member of staff between May and October.

The number of users in 2004 were 158,933.

6.2.3 Auditorium and Lounge

An analysis of use of the Civic Hall in the financial year April 2004 to March 2005 has been undertaken using the venue’s booking register. The analysis reveals that the Auditorium and Lounge areas were hired out on a total of 385 occasions by 47 different organisations and individuals; the Auditorium was hired 207 times and the Lounge 178.

Hire of the facility was mainly for evening time events, although a number operated from 10.00am.

ABL Cultural Consulting 102 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 6: Service options

Major users of the Auditorium during the period were:

• The Karate Club • The Civic Hall Amateur Players Society • Teenz and Kidz Drama Group • Ysgol Aberconwy • Conwy Estuary Lions Club • Gwyl Drama’r Pentan • Aberconwy Historical Society • Pentan Drama Group • Conwy Morris Dancers • Conwy Blue Grass Festival • Conwy Valley Art Exhibition • Mase Concert • Spirit of Blue Music Society • Gwyl Llandudno Festival.

The list above indicates that the primary use of the Civic Hall is as a venue for local community artistic and educational ventures, a majority of which provide opportunities for the young people of the Town and the surrounding area.

Major users of the Lounge area during the period were:

• Conwy Valley Arts Society • Gwyl Llandudno Festival • Rowen Art Group • Denbighshire Arts Society • Exhibition of Pottery • Exhibition of Art • Valley Stream Aerial Exhibition • Theosophical Society.

Previous research carried out into usage of the Civic Hall in 2001/02 allowed for comparison to be made regarding usage rates; the 2004/05 figures show an increase of 65% on those for 2001/02.

The bookings for the Auditorium and Lounge are made by an administrative officer based at Bodlondeb. There is a part-time caretaker who opens up, prepares and closes up on behalf of the groups.

ABL Cultural Consulting 103 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 6: Service options

6.3 Issues with the existing services

6.3.1 Overall

All the real and perceived issues with the Civic Hall are listed below and the aim of the options appraisal is to solve as many of them as possible.

• An ugly building, out of scale and sympathy with its surroundings

• The building has an unwelcoming exterior because of the nature of the architecture

• The entrance lobby is an unwelcoming, dimly lit corridor

• The décor is shabby and dated

• The spaces are poorly laid out and it isn’t obvious where to go next in the building. Because of the poor layout, much space is wasted

• The utilities within the building are old and inefficient. For example, the oil fired heating system heats all parts of the building, regardless of whether they are occupied or not

• The building turns its back on its best asset – the view across the estuary

• The lift is old and needs urgent replacement

• There is no adjacent car park although the nearest one is, at most, five minutes walk. More importantly, there is no drop off space

• Marketing of both library and arts activities is poor

• Signage to the building is limited

• The Library Service do not take the bookings for the lounge and auditorium, even though the member of staff who opens up, prepares the venue and closes up is paid for from their budgets. There is often an overspend on the Civic budget because of the mismatch between the budget available and the demand for use by groups.

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6.3.2 Library

• The Library is hidden at back of the building, at the end of a corridor

• Users have to negotiate their way through the lounge, which often hosts activities

• Loading is a problem. The side door is accessed by steps and opens directly onto the street

• Although the overall space of the library is adequate, it is badly laid out with steps and cramped back of house facilities

• There are no public toilets

• There are few young users

• There are cleaning staff.

6.3.3 Tourist Information Centre

• Limited space

• Restrictions on range and number of goods for sales.

6.3.4 Auditorium and Lounge

• All the equipment is old and dated

• Noisy ventilation system

• Loading is a problem. Everything has to come up to the auditorium level in the old lift

• The dressing rooms are awkward to get to

• Day time usage is low.

6.4 Proposals

Access

There will be a route through the building from Castle Street to the quayside, descending down a staircase in the gateway tower onto the quay. There will be a new brightly lit entrance on Castle Street with automatic glass doors.

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There will be a new public lift installed in the building that will be large enough to accommodate equipment needed for the Auditorium.

Loading and parking will continue to be a problem because of the configuration of the roads. However, the ground floor will be level and there will be easy access to the lift.

Library

The proposals for options 3 – 5 are to keep the same overall floor area, but to bring the library to a more prominent position in the building and to create an environment more suited to today’s service and customer expectations.

Apart from the lending and reference stock, the Library is likely to have spaces for study, relaxing and reading newspapers and magazines, computers for training and general public use, story telling and events, meeting rooms for community hire and a display area for Library exhibitions.

It will also utilise the view over the estuary and have a coffee point for users.

Activities might include computer classes for older users, reader development, mother and toddler groups and projects with schools to attract teenagers.

Meeting rooms

In options 3 – 5 there are meeting rooms for such activities as community groups meetings, training sessions, MP’s surgeries and rehearsals.

Tourist Information Centre (TIC)

It is proposed that the TIC moves from the Castle into the Civic Hall for options 3 – 5 and could potentially be run jointly with the library service.

The partnership offers a range of joint opportunities, such as provision of general information, provision of historical information and retail activity.

It is recommended that within or adjacent to the TIC there should be a small introductory display, welcoming visitors to Conwy. This might take the form of a brief introductory video and display panels.

The Auditorium

The Auditorium will be a flexible hall with retractable seating for 150 people, which can be used for a variety of functions from drama to karate and antique fairs.

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The current proposals include a flat stage rather than a traditional stage. Concern was expressed by the user groups during consultation and this issue will need to be revisited during the feasibility phase.

It should have a sprung floor to accommodate dance performance and classes, as there is a proven need for such a venue in Conwy.

There will be dressing rooms and a kitchen. The auditorium will have a terrace and bar that overlooks the estuary.

Day time use of the hall could be improved through bookings from school groups visiting the town, needing a space for teaching or simply for eating lunch. Use of the building by visiting schools and after school clubs for local children could be run in collaboration with the library.

Visual Arts

The Visual Arts space will be combined with a foyer. It is a space primarily used by community arts groups and should be programmed by Conwy County Borough Council’s Arts Development Officer.

Coffee bar

At the moment it is suggested that there should be a coffee bar for the Civic Hall users in one of the options. We have veered away from a café and restaurant because they can be risky businesses and there needs to be clarity about the facilities proposed for the quayside. If there is a café or restaurant proposed for the quayside development, there is potential for joining a Civic Hall facility to that restaurant or keeping to a low key coffee bar.

Lettable space

It is important that the new Civic Hall facilities provide income streams that will help its sustainability for the future. However, space is at a premium in the Civic Hall and it is unable to accommodate substantial commercial space and community use. Hence, in one option (Option 4) with primarily community use, we have proposed a small lettable kiosk, whilst in another we have omitted the performing arts space and proposed using it as lettable office space (option 5). If the latter is favoured, the proposal needs further investigation about demand and viability, particularly in the light of proposed developments at Llandudno Junction for office accommodation and the limitations of the Civic Hall, such as parking.

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6.5 Staffing implications

From option 2 onwards, we have assumed that the Civic Hall Users’ Group will manage the Auditorium, dressing rooms and kitchen hire.

To this end we have allocated a part-time caretaker and a part-time booking administrator to the staff complement for management of the arts facilities by the Civic Hall Users’ Group.

The Library, Tourist Information Centre and Visual Arts spaces will all be operated by Conwy County Borough Council. In options 1 – 3 the staff complement has been costed at the same as currently with 2.3 full time equivalents. However, experience at other libraries, when a new building is opened and additional services provided, is that significant increased usage is recorded. Assuming this to be the case, additional staffing will be required in all options. In options 4 and 5 an additional member of library staff has been allocated and costed. From option 2 onwards existing staff roles will need to change and broaden, not only to accommodate the new range of integrated facilities within the Civic Hall, but also to deliver the new menu of services now expected of modern libraries.

It has been assumed that the Tourist Information Centre staff will transfer will the facility and remain at the same level.

Who manages the meeting room hire is debatable and could be managed by either the Civic Hall Users’ group or Conwy County Borough Council. In option 3 we have allocated the management to the Civic Hall Users’ group and in options 4 and 5 to Conwy County Borough Council. This may seem illogical, but the decision was made on the layout of the building and where the meeting rooms are. In option 3 they are allied to the arts facilities; in options 4 and 5 they are adjacent to the library facilities.

It should be stressed that the above management scenario is just one option open to the Council and is for illustrative purposes only. The Council may decide to operate the whole complex itself.

6.6 Operational implications

The opening hours of the Library and the Tourist Information Centre will need to be harmonised. This particularly affects Wednesday, Saturday and Sunday opening and may have implications on staffing budgets. As a guide our estimates show that 10am – 6pm, 7 day opening all year, requires a minimum of 5.5 - 6 staff with two in the library and one in the TIC full time. At the moment there are about 4.3 members of staff between the two services.

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Premises and utilities costs (rates, building and equipment maintenance, cleaning, gas, water and electricity) have been split according to areas used by Conwy County Borough Council facilities and those managed by the Civic Hall Users’ Group. These will be subject to a formal agreement.

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ABL Cultural Consulting 110 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 7: Site options

7 Site options

7.1 Introduction

For the site and service development options we have considered five options:

Option 1: Status quo

Option 2: Refurbishment with same layout and existing mix of services

Option 3: Reclad the upper storeys with reconfiguration of layout and additional services

Option 4: Restore the original building form with major reconfiguration of layout and additional services

Option 5: Restore the original building form with major reconfiguration of layout, which omits the auditorium and includes lettable office space instead.

Consideration was given to alternative sites for the Civic Hall, but all sites examined were deemed unsuitable and not as favourably located as the Civic Hall.

7.2 Option 1: Status quo

7.2.1 Description

Option 1 is a control option to illustrate the costs and implications of retaining the status quo, but carrying out essential work to meet legal requirements and maintain the fabric of the building in reasonable condition.

DDA Improvements

We have not been supplied with an access audit for this building; therefore, whilst our proposals should include the principal items, there may be some omissions. Principal works would include:

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• New automated entrance doors from Castle Street

• Replace internal doors to principal spaces to achieve acceptable clear widths

• Replacement of lift (subject to survey)

• Installation of platform lift between levels within Library

• Provide accessible WC within the building

• Provide accessible staff WC

• Provide induction loops at counters

• Infra Red system for auditorium

• Provision of platform lift to stage level

• Provision of dressing facilities for disabled people (probably on- stage)

• Modification to seating system to cater for three wheelchairs

• Provide platform lift to stage level

• Provide accessible backstage facility (probably at stage level – rearrange stage manager corner accordingly)

• Modify means of escape to accommodate refuge spaces

• Modify library counter, cover height section needed

• Physical access to technical and control spaces is excluded. Access to be provided by remote control desks – new control desks required

• New signage

• Contrast nosings to staircases.

Essential Repairs

We have not been supplied with a building conditions survey, and have not undertaken a detailed inspection of the building. During our visit, it was apparent that investigative works have been carried out to ascertain the condition of the concrete structure, presumably to identify any sulphate attack. We understand, from our guide, that no evidence of sulphate attack was found.

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We have been supplied with asbestos surveys by Wimtec Environmental (May 2002, Type 1 and Type 2) and part of a survey by JB-Monitor Ltd (February 2005, Type 2). Asbestos was found to be present in the heating system insulation (small isolated amounts), in fire protection and electrical panels, and in floor tiles (see reports for full details). The Wimtec report recommends removal (in some cases) or encapsulation of insulating boards in the basement. It is not known if this work has been completed. An allowance for essential repairs would seem prudent, subject to a more detailed condition survey being undertaken, to include:

• Completion of asbestos works programme (if necessary)

• Survey and conservation works to the old town wall

• Reinstatement of concrete removed for testing

• Cleaning and overhauling of rainwater system

• External redecoration

• Review of safety systems in the roof void

• Overhauling auditorium ventilation equipment to reduce noise intrusion.

7.2.2 Schedule of areas

Table 35: Option 1 - Schedule of areas Areas M2 Foyer 46.5 Library and lounge 259 Auditorium/dressing rooms/kitchen 533.5 Total 839

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7.2.3 Plans

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ABL Cultural Consulting 120 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 7: Site options

7.2.4 Strengths and weaknesses of the status quo

Strengths

• Compliance with DDA • Essential repairs carried out • Lowest cost.

Weaknesses

• Interior not refurbished • No additional services • No improvement to appearance • Limited achievement of ambitions.

7.2.5 Visitor, staffing and financial implications

Table 36: Library Number of visitors 51,018 Staffing 2.3 Expenditure £78,526 Income £5,589 Council contribution £72,937 Operating surplus/deficit £0

Table 37: Auditorium* Number of visitors 19,574 Staffing 0.4 Expenditure £55,485 Income £5,050 Council contribution £50,435 Operating surplus/deficit £0

*We use ‘Auditorium’ as short-hand throughout this chapter for the flexible hall, dressing rooms and kitchen.

Table 38: Capital costs Construction cost £460,000 Fees, contingency, inflation £260,000 Total project cost £720,000

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7.3 Option 2: Refurbishment with same layout and existing mix of services

7.3.1 Description

Option 2 does not materially alter the range of services offered by the building, and the existing spaces are fully refitted and refurbished without any structural alterations to the building or cosmetic improvements to its exterior. Option 2 assumes that, owing to the age of the mechanical and electrical installation, all services will need to be replaced in order to ensure a long-term future for the facility.

Scope of works for Option 2

• DDA improvements to best practice as Option 1

• Essential repairs as Option 1

• Fully redecorate the interior

• Replace mechanical and electrical installation to current standards (but retain auditorium duct work)

• Refit library

• New retractable seating

• New theatre technical installation

• New auditorium ceiling with improved access and additional forestage lighting bridges

• Refurbish dressing rooms

• Refit public spaces

• Re-pointing and cleaning of external masonry.

7.3.2 Schedule of areas

Table 39: Option 2 - Schedule of areas Areas M2 Foyer 46.5 Library and lounge 259 Auditorium/dressing rooms/kitchen 533.5 Total 839

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7.3.3 Plans

See plans under 7.2.3. The layout of the building remains the same.

7.3.4 Strengths and weaknesses of refurbishment

Strengths

• Compliance with DDA • Essential repairs carried out • Interior refurbished.

Weaknesses

• No additional services • No improvement to appearance • Limited achievement of ambitions • High capital cost for limited benefits • Revenue deficit.

7.3.5 Visitor, staffing and financial implications

Table 40: Library Number of visitors 56,130 Staffing 2.3 Expenditure £99,397 Income £5,924 Council contribution £72,937 Operating surplus/deficit -£20,536

Table 41: Auditorium Number of visitors 24,463 Staffing 0.9 Expenditure £63,186 Income £5,940 Council contribution £50,435 Operating surplus/deficit -£15,151

Table 42: Capital costs Construction cost £2,450,000 Fees, contingency, inflation £1,390,000 Total project cost £3,840,000

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7.3.6 Operational implications

For option 2 we have assumed that the Civic Hall Users’ Group will manage the Auditorium, dressing rooms and kitchen hire.

To this end we have allocated a part-time caretaker and a part-time booking administrator to the staff complement for management of the arts facilities by the Civic Hall Users’ Group.

The Library and lounge will all be operated by Conwy County Borough Council. In options 2 the Library staff complement remains the same at 2.3 full time equivalents.

Premises and utilities costs (rates, building and equipment maintenance, cleaning, gas, water and electricity) have been split according to areas used by Conwy County Borough Council facilities and those managed by the Civic Hall Users’ Group. These will be subject to a formal agreement.

7.4 Option 3: Reclad the upper storeys with reconfiguration of layout and additional services

7.4.1 Description

Option 3 explores the possibility of re-cladding the upper storeys of the building, without any reduction to its overall massing. One aim of Option 3 would be to enhance the building’s visual appearance and integrate its mass more sympathetically with its historical context, but without significant structural alterations. This aim could be supported by redesigning the upper storey facades and adding sloping roofs to the existing mass. Internally, the layout would be altered to accommodate, as far as possible, the following services:

• Library – same overall size as existing • Tourist Information Centre • Heritage interpretation centre • Meeting room(s) • Auditorium – reduced to 150 seats • Dressing rooms • Kitchen – reduced to tea and snacks only. • Visual arts gallery (possibly integrate into foyers) • Quayside public WCs.

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Option 3a

Similar to Option 3, Option 3a retains the majority of the existing structure. However, the upper part of the auditorium is structurally modified by removing the roof and parts of the upper walls in order to minimise increase in height through the addition of the new over-roof.

Scope of works for Option 3

• DDA works as Option 1

• Full internal refurbishment of existing spaces and replacement of all services as Option 2

• Re-cladding of upper storeys as shown on the Drawings

• New roof form as shown on the drawings

• Internal floors and structure retained

• Internal layout amended as shown on the drawings:

- Boiler room connected to Quayside public WCs

- Existing ‘bar’ converted to TIC heritage interpretation centre and visual arts foyer

- Auditorium reduced in size, and two meeting rooms added, adjoining crushfoyer

- Control gallery created above meeting rooms

- Existing control suite converted to boiler room.

• New over-stage grid for safe access and more flexible rigging and lighting

• New auditorium ventilation plant located within new over-cladding to increase sound separation.

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7.4.2 Schedule of areas

Table 43: Option 3 - Schedule of areas Areas M2 Foyer 93 Library 247.3 Auditorium/dressing rooms/kitchen 470 Meeting rooms 50 TIC/Heritage interpretation centre 32 Coffee bar 0 Visual arts Incl in foyer Lettable space 0 Quayside WCs 58 Total 950.3

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7.4.3 Plans

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ABL Cultural Consulting 135 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 7: Site options

ABL Cultural Consulting 136 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 7: Site options

7.4.4 Strengths and weaknesses of the proposals

Strengths

• Compliance with DDA • Essential repairs carried out • Interior refurbished • External appearance modified • TIC and heritage interpretation centre provided • Visual arts foyer provided • Community meeting spaces provided • Quayside public WCs provided.

Weaknesses

• Limitations of existing structure: • external appearance • visual awareness • Auditorium configuration • Full ambitions not achieved • Highest capital cost • Revenue deficit.

7.4.5 Visitor, staffing and financial implications

Table 44: Library Number of visitors 63,784 Staffing 2.3 Expenditure £106,642 Income £26,505 Council contribution £72,937 Operating surplus/deficit -£7,200

Table 45: TIC Number of visitors 103,172 Staffing 2.0

Table 46: Auditorium Number of visitors 34,253 Staffing 0.9 Expenditure £62,892 Income £10,494 Council contribution £50,435 Operating surplus/deficit -£10,303

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Table 47: Capital costs for option 3 Construction cost £3,570,000 Fees, contingency, inflation £2,020,000 Total project cost £5,590,000

Table 48: Capital costs for 3a (reduction in height of box) Construction cost £3,720,000 Fees, contingency, inflation £2,100,000 Total project cost £5,820,000

7.4.6 Operational implications

For option 3 we have assumed that the Civic Hall Users’ Group will manage the Auditorium, dressing rooms, kitchen and meeting rooms hire.

To this end we have allocated a part-time caretaker and a part-time booking administrator to the staff complement for management of the arts facilities by the Civic Hall Users’ Group.

The Library, Tourist Information Centre, Visual Arts spaces and public toilets will all be operated by Conwy County Borough Council. In options 1 – 3 the staff complement for the library has been costed at the same level as currently with 2.3 full time equivalents. However, experience at other libraries, when a new building is opened and additional services provided, is that significant increased usage is recorded. Assuming this to be the case, additional staffing will be required in all options.

In options 4 and 5 an additional member of library staff has been allocated and costed. From option 2 onwards existing staff roles will need to change and broaden, not only to accommodate the new range of integrated facilities within the Civic Hall, but also to deliver the new menu of services now expected of modern libraries.

It has been assumed that the Tourist Information Centre staff will transfer will the facility and remain at the same level.

Who manages the meeting room hire is debatable and could be managed by either the Civic Hall Users’ group or Conwy County Borough Council. In option 3 we have allocated the management to the Civic Hall Users’ group and in options 4 and 5 to Conwy County Borough Council. This may seem illogical, but the decision was made on the layout of the building and where the meeting rooms are. In option 3 they are allied to the arts facilities; in options 4 and 5 they are adjacent to the library facilities.

The opening hours of the Library and the Tourist Information Centre will need to be harmonised. This particularly affects Wednesday, Saturday and Sunday opening and may have implications on staffing budgets. As

ABL Cultural Consulting 138 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 7: Site options

a guide, our estimates show that 10am – 6pm, 7 day opening all year, requires a minimum of 5.5 - 6 staff with two in the library and one in the TIC full time. At the moment there are 4.3 members of staff between the two services.

Premises and utilities costs (rates, building and equipment maintenance, cleaning, gas, water and electricity) have been split according to areas used by Conwy County Borough Council facilities and those managed by the Civic Hall Users’ Group. These will be subject to a formal agreement.

7.5 Option 4: Restore the original building form with major reconfiguration of layout and additional services

7.5.1 Description

Option 4 explores the notion of removing the 1960s upper storey extension and restoring the building such that it is similar in form to its 19th century manifestation. In order to increase the old town wall’s visual legibility, the new east facade is to be located further west than at present, and we understand that this would be welcomed by CADW. The new façade treatment would be a matter of debate with the Client, stakeholders and the community. A previous scheme sought to reinstate the 19th century façade treatment, however, this would not be consistent with an established strand of conservation best practice philosophy, which seeks differentiation between new and historic construction. This philosophy is the preferred option for conservation adopted within the World Heritage Site Management Plan. Internally, the layout would be altered to accommodate, as far as possible, the following services:

• Library – same overall size as existing. • Coffee bar • Lettable shop unit (internal – no street frontage) • Tourist Information Centre • Heritage interpretation centre • Meeting rooms • Auditorium – reduced to 150 seats • Dressing rooms – reduced • Kitchen – reduced to tea and snacks only. • Visual arts – integrated with foyer areas • Quayside public WCs.

During our stakeholder consultation on the options in October, many comments were made about the unsuitability of the Auditorium stage for the type of activities currently held there. There was also concern about the stage area being too small for dance performances. These are only outline designs and the concerns should be addressed at feasibility stage.

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Scope of works for Option 4

• Demolish all construction above first floor level

• Remove first floor slab and supporting structure

• Remove structure and accommodation from within the historic barbican

• Rebuild from first floor level upwards in new construction with pitched roof

• Entirely new internal floors and layout as shown on the drawings.

7.5.2 Schedule of areas

Table 49: Option 4 - Schedule of areas Areas M2 Foyer 148 Library 275 Auditorium/dressing rooms/kitchen 390 Meeting rooms 50 Tourist Information Centre/Heritage 42 interpretation centre Coffee bar 10 Visual arts Incl in foyer Lettable shop 10 Quayside WCs 58 Total 983

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7.5.3 Plans

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7.5.4 Strengths and weaknesses of the proposals

Strengths

• Compliance with DDA • Essential repairs carried out • Interior refurbished • External appearance modified • Tourist Information Centre and Heritage Interpretation Centre provided • Visual arts foyer provided • Community meeting spaces provided • Quayside public WCs provided • Coffee bar provided • Small retail kiosk provided • Full ambitions possible owing to reconstruction.

Weaknesses

• Capital cost • Revenue deficit for the library and associated services.

7.5.5 Visitor, staffing and financial implications

Table 50: Library Number of visitors 66,335 Staffing 3.3 Expenditure £150,954 Income £41,816 Council contribution £72,937 Operating surplus/deficit -£36,201

Table 51: TIC Number of visitors 107,792 Staffing 2.0

Table 52: Auditorium Number of visitors 39,146 Staffing 0.9 Expenditure £54,118 Income £17,890 Council contribution £50,435 Operating surplus/deficit £5,867

Table 53: Capital Construction cost £3,740,000 Fees, contingency, inflation £2,130,000 Total project cost £5,870,000

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7.5.6 Operational implications

For option 4 we have assumed that the Civic Hall Users’ Group will manage the Auditorium, dressing rooms and kitchen hire.

To this end we have allocated a part-time caretaker and a part-time booking administrator to the staff complement for management of the arts facilities by the Civic Hall Users’ Group.

The Library, Tourist Information Centre, meeting rooms, coffee bar, lettable retail space, visual arts spaces and public toilets will all be operated by Conwy County Borough Council. In option 4 the Library is split over two levels and hence an additional member of library staff has been allocated. However, experience at other libraries, when a new building is opened and additional services provided, is that significant increased usage is recorded and, assuming this to be the case, additional staff may be required.

It is proposed that most of the facilities will be managed by the library staff day to day and hence, even with the additional member(s) of staff, is it important to note that current roles will need to change and broaden to embrace the new range of facilities, as well as the broad menu of services now expected from modern libraries.

It has been assumed that the Tourist Information Centre staff will transfer will the facility and remain at the same level.

Who manages the meeting room hire is debatable and could be managed by either the Civic Hall Users’ group or Conwy County Borough Council. In option 3 we have allocated the management to the Civic Hall Users’ group and in options 4 and 5 to Conwy County Borough Council. This may seem illogical, but the decision was made on the layout of the building and where the meeting rooms are. In option 3 they are allied to the arts facilities; in options 4 and 5 they are adjacent to the library facilities

The opening hours of the Library and the Tourist Information Centre will need to be harmonised. This particularly affects Wednesday, Saturday and Sunday opening and may have implications on staffing budgets. As a guide our estimates show that 10am – 6pm, 7 day opening all year, requires a minimum of 5.5 - 6 staff with two in the library and one in the TIC full time. At the moment there are about 4.3 members of staff between the two services.

Premises and utilities costs (rates, building and equipment maintenance, cleaning, gas, water and electricity) have been split according to areas used by Conwy County Borough Council facilities and those managed by the Civic Hall Users’ Group. These will be subject to a formal agreement.

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7.6 Option 5: Restore the original building form with major reconfiguration of layout that omits the Auditorium an includes lettable office space instead.

7.6.1 Description

The external reconstruction works for option 4 would be the same as for option 5, however, the internal reorganisation would seek to maximise lettable commercial office space through the omission of the performing arts brief. Internally, the layout would be altered to accommodate as far as possible the following services:

• Library – same overall size as existing • Coffee bar • Lettable office space • Lettable shop unit (internal – no street frontage) • Tourist Information Centre • Heritage interpretation centre • Meeting rooms • Visual arts – integrated with foyer space • Quayside public WCs.

The following existing services would be omitted:

• Dressing rooms • Auditorium • Kitchen.

Scope of works for Option 5

• Demolish all construction above first floor level

• Remove first floor slab and supporting structure

• Remove structure and accommodation from within the historic barbican

• Rebuild from first floor level upwards in new construction with pitched roof

• Entirely new internal floors and layout as shown on the drawings

• 670m2 of lettable office space at first floor and above.

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7.6.2 Schedule of areas

Table 54: Option 5 - Schedule of areas Areas M2 Foyer 148 Library 275 Auditorium/dressing rooms/kitchen 0 Meeting rooms 50 TIC/Heritage interpretation centre 42 Coffee bar 10 Visual arts Incl in foyer Lettable shop and offices 680 Quayside WCs 58 Total 1263

7.6.3 Plans

See plans under 6.5.3. The lettable office space would be in the area occupied by the Auditorium.

7.6.4 Strengths and weaknesses of the proposals

Strengths

• Compliance with DDA • Essential repairs carried out • Interior refurbished • External appearance modified • TIC and Heritage Centre provided • Visual arts foyer provided • Community meeting spaces provided • Quayside public WCs provided • Coffee bar provided • Small retail kiosk provided • Lettable office space increases income.

Weaknesses

• Cost • Loss of major community facilities • Mix of private/public use may cause a problem with public grant giving bodies • High capital cost.

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7.6.5 Visitor, staffing and financial implications

Table 55: Library Number of visitors 66,335 Staffing 3.3 Expenditure £150,954 Income £102,993 Council contribution £72,937 Operating surplus/deficit £24,976

Table 56: TIC Number of visitors 107,792 Staffing 2.0

Table 57: Capital Construction cost £3,830,000 Fees, contingency, inflation £2,180,000 Total project cost £6,010,000

7.6.6 Operational implications

The Library, Tourist Information Centre, meeting rooms, coffee bar, lettable retail space, visual arts spaces and public toilets will all be operated by Conwy County Borough Council. In option 5 the Library is split over two levels and hence an additional member of library staff has been allocated. However, experience at other libraries, when a new building is opened and additional services provided, is that significant increased usage is recorded and, assuming this to be the case, additional staff may be required.

It is proposed that most of the facilities will be managed by the library staff day to day and hence, even with the additional member(s) of staff, is it important to note that current roles will need to change and broaden to embrace the new range of facilities, as well as the broad menu of services now expected from modern libraries.

It has been assumed that the Tourist Information Centre staff will transfer will the facility and remain at the same level.

The opening hours of the Library and the Tourist Information Centre will need to be harmonised. This particularly affects Wednesday, Saturday and Sunday opening and may have implications on staffing budgets. As a guide our estimates show that 10am – 6pm, 7 day opening all year, requires a minimum of 5.5 - 6 staff with two in the library and one in the TIC full time. At the moment there are about 4.3 members of staff between the two services.

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Details of the operational implications of the office accommodation will need to be investigated further, but option 5 assumes:

• A non serviced office space (e.g. no shared reception or back up facilities)

• No dedicated car parking

• Use of the lift

• On exclusive (e.g. tenant pays rates, water, electricity and gas bills), full repairing and insuring terms, to include a service charge for cleaning of any communal areas

• A hypothetical five year lease

Parking may be a limiting factor for the lettability of these offices, as will the imminent availability of new office space at Llandudno junction.

ABL Cultural Consulting 156 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 8: Capital implications

8 Capital implications

8.1 Introduction

This chapter presents the outline capital costs for the five options. A full breakdown of the capital costs is in Appendix 6.

8.2 Capital implications

The table below is a summary of the indicative project costs for the project, prepared by Quantity Surveyors, Davis Langdon. A full breakdown of the project costs is in Appendix 5.

Table 58: Indicative project costs Construction Fees, Total cost contingency, project inflation cost Option 1 Status quo £460,000 £260,000 £720,000 Option 2 Refurbishment £2,450,000 £1,390,000 £3,840,000 with same layout and existing mix of services Option 3 Reclad the upper £3,570,000 £2,020,000 £5,590,000 storeys with reconfiguration of layout and additional services Option 4 Restore the £3,740,000 £2,130,000 £5,870,000 original building form with major reconfiguration of layout and additional services Option 5 Restore the £3,830,000 £2,180,000 £6,010,000 original building form with major reconfiguration of layout, which omits the auditorium and includes lettable office space instead.

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Professional fees are at 20% of the construction cost and there is also an allowance for other non construction development costs, such as decant of the library during closure, also at 20%. The project costs have been increased to reflect anticipated inflation when construction might commence in the fourth quarter of 2008.

The costs have been benchmarked against comparator venues and the prices adjusted to Wales cost levels. However, at the options appraisal stage there is a great deal of risk built into the project costs. When the project is defined more fully at the next stage it is likely that the capital costs will reduce.

8.3 External funding opportunities

8.3.1 Introduction

Below is listed all the potential grant giving bodies that the project could apply for. Those listed in 8.5.2 – 8.5.10 are major sources of funding; those listed under 8.5.11 are smaller funding bodies. A full list is included in Appendix 7.

The Civic Hall User’s Group have already applied to the Bernard Sunley Charitable Trust and the Garfield Weston Foundation and been rejected.

The Civic Hall Users’ Group is currently configured as a company limited by guarantee. It is very evident that many of these funds only give to charitable trusts. The Civic Hall Users’ Group needs to establish itself as a charitable trust, but it will only be able to do so once it has a firm agreement in place with the Council to manage the Auditorium and related facilities on the Council’s behalf.

8.3.2 Big Lottery People and Places

The People and Places programme will support local and regional projects that work throughout Wales. The project must fulfil the following three criteria:

• Revitalise communities • Improve community relations • Enhance local environments and community amenities.

There is a maximum grant given of £1 million to fund capital or revenue projects.

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8.3.3 Heritage Lottery Fund Heritage Grants

The HLF has three principal aims which will influence their grant-making decisions up until 2007:

• To encourage more people to be involved and make decisions about their heritage

- To encourage communities to identity, look after and celebrate their own heritage

- To promote a greater appreciation of the value and importance of heritage for our future well-being and sense of identity

• To conserve and enhance the UK’s diverse heritage

- To promote heritage conservation as an integral part of urban and rural regeneration

- To help conserve and sustain heritage at risk

• To ensure that everyone can learn about, have access to and enjoy their heritage

- To increase opportunities for learning about heritage

- To open up heritage resources and sites to the widest possible audience.

The Heritage Lottery Fund provides grants of £50,000 or more. The grants are banded into £50,000 - £1 million, £1 million or more and £5 million or more. The Heritage Lottery Fund is generally encouraging grant applications below £2 million or below.

Conwy County Borough Council made an application to the Heritage Lottery Fund in 1998 for the Civic Hall and quay. The application was rejected because the Heritage Lottery Fund felt that:

• The public and heritage benefits of the scheme did not justify the level of grant requested

• The demolition and new building works in the commercial area were not eligible for HLF funding according to our current criteria

• The renovation of unlisted buildings in the commercial area and new quay extension were not priorities for HLF funding.

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In 2004 a further enquiry was made by Conwy County Borough Council about the potential for Heritage Lottery Funding for the Conwy Civic Hall and the Heritage Lottery Fund re-iterated their reasons for rejection from 1998.

However, they suggest any bid could be strengthened by concentrating on public access, understanding and enjoyment of heritage and suggest that the application could “include using the rebuilding process as a training opportunity to build up local heritage skills”.

It is our opinion that the Heritage Lottery Fund is unlikely to contribute to the project as currently configured.

8.3.4 CADW

CADW has a range of grants available for restoration of listed buildings and Scheduled Ancient Monuments. Given that part of the scheme is to move the Civic Hall building back from the Town Walls, which are part of the World Heritage Site, enhancing their visibility, opportunities for funding should be explored with local CADW officers.

8.3.5 Welsh Assembly Government

Community Facilities and Activities Programme (CFAP)

The CFAP aims to help community and voluntary organisations to carry out activities that will promote the regeneration of communities. It is intended as a fund for organisations to draw upon to fill remaining gaps in finances after other sources of support have been explored. The fund awards up to £100,000 per annum for a three year period for capital and revenue projects. However, the website clearly states that the fund is committed for 2006/7 and limited resources are available for 2007/8.

The Civic Hall Users’ Group made an application to CFAP in 2005. Although the CFAP were very encouraging, the application was deferred until the Civic Hall Users’ Group could be set up as a charitable trust.

The Visitor Amenity Scheme

The objective of this scheme is to enhance the visitor experience through improvements to visitor amenities and the local environment generally. The fund is open to the 16 Tourism Growth Areas and is open to local authorities and voluntary organisations.

The maximum grant is £20,000 and is unlikely to exceed 25% of the total capital cost.

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Access Small Grant Scheme

The aim of the scheme is to assist tourism businesses in Wales undertaking capital investment to improve access and physical facilities for disabled people.

The maximum eligible capital cost is £10,000, but is only available to private tourism businesses and so it is debatable whether the Civic Hall Users’ Group would be eligible.

8.3.6 Foundation for Sport and Art

The Foundation for Sport and Arts particularly supports activities that have a clear beneficial impact across the community, or which encourages active participation by young people.

The maximum is £75,000 is available as a grant for revenue and capital projects, although grants below £40,000 are more usual. The applicant must be a registered charity.

8.3.7 Esmee Fairbairn Trust

The Esmee Fairbairn Foundation makes grants in four programme areas: arts and heritage, education, environment and social change

There is no maximum grant size. The average grant size in 2005 was £52,795. The applicant must be a registered charity.

8.3.8 Wolfson Foundation

The Wolfson Foundation supports projects which aid the advancement of health, education arts and humanities. As a general policy, grants are given to act as a catalyst, to back excellence and talent and to provide support for promising future projects which may be under funded, particularly for renovation and equipment.

Grants are usually for capital projects only and range between £2,000 and £20,000.

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8.3.9 Clore Duffield Foundation

The Foundation is a grant-giving organisation which concentrates its support on education, the arts and museum and gallery education, cultural leadership, training, health and social welfare, whilst placing a particular emphasis on supporting children, young people and society’s more vulnerable individuals.

Grants range from £5,000 to over £1 million, but only a very small number of substantial grants are awarded each year. The applicant must be a registered charity.

8.3.10 Paul Hamlyn Foundation

The Foundation has three priority areas of funding: the arts and education in the UK and overseas projects in India. Arts grants focus on participation and audience development, whilst education grants have supported a wide variety of community projects that aim to ensure teenagers at risk stay in school. The applicant must be a registered charity.

Grants are available between £5,000 and £100,000 for capital and revenue projects.

8.3.11 Other

Architectural Heritage Fund (AHF)

The Architectural Heritage Fund provides:

• Options Appraisal Grants. Offers grants of up to 75% of the cost of an initial options appraisal of a project (normally £5,000, but can go up to £7,500).

• Refundable Project Development Grants. Usually up to £15,000 for specific professional work to help charities develop the project to meet the requirements of an AHF application or that of other funders.

• Low-interest loans. AHF loans are available as working capital to allow charities to purchase and/or finance the cost of the capital works. The recipient must have, or acquire, title or a long lease for the historic building to be repaired. There is a ceiling of £500,000 and security is required to protect the loan (interest is charged at 4%).The loan period is usually two years or whenever the building is sold (Whichever comes first).

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• Additional grants for building preservation trusts. Project administrator grants (£4,000) and project organiser grants (max of £15,000) to help towards the development of the scheme.

The applicant must be a registered charity.

J. Paul Getty

The trust aims to fund projects that will alleviate poverty and misery by encouraging self help, building esteem and enabling people to reach their potential.

The trustees favour small community and local projects which make good use of volunteers.

There are four main areas that J. Paul Getty Charitable Trust will consider:

• Social welfare • Therapeutic use of the arts • Conservation • Environment

Funding ranges from £2,000 upwards.

Gulbenkian Foundation

The funding programme in the U.K supports arts, social welfare, education and Anglo Portuguese cultural relations.

The general principle of Gulbenkian Foundation is to support projects which are original in there field and events that also take place outside London.

The maximum is £15,000 per grant.

Idlewild Trust

The Idlewild Trust supports registered charities (not individuals) concerned with the encouragement of excellence in the performing and fine arts and the preservation for the benefit of the public of buildings and items of historical interest or national importance.

Maximum funding amount is £5,000 and applicants must be registered charities.

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Jerwood Charitable Foundation

The Jerwood Charitable Foundation is a UK-registered Charity which initiates a range of grants and activities in the Jerwood name. The majority of the JCF's work is in the arts. Following the priorities and values of its parent Foundation, the JCF is dedicated to imaginative and responsible funding, particularly in the arts. The applicant must be a registered charity.

Funding is available for the following areas:

• Visual arts • Choreography and dance • Drama • Film • Literature • Music.

Furthermore projects should:

• Involve rewards for excellence

• Involve encouragement and recognition of outstanding talent and high standards

• Enable an organisation to become viable and self financing.

Grants will vary between the lower range of up to £10,000 (often plus or minus £5,000) and more substantial grants in excess of £10,000 and up to £50,000.

Lloyd’s TSB Foundation

Grants go to recognised charities to help people, especially those who are disadvantaged or disabled, to play a fuller role in communities throughout England and Wales. They accept applications from all sections of the community and especially from small under funded charities.

The following types of activity that could be relevant to Conwy and are eligible are:

• Activities which encourage disadvantaged or disabled people to participate in cultural activities

• Pre-school education.

The average grant for local projects is £6,400, whilst the average grant across England and Wales in £16,800. The applicant must be a registered charity.

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Lankelly Chase Foundation

The Foundation supports work that has a recognisable charitable purpose. They intend to concentrate upon smaller charities, many of whom will have only a local or regional remit.

For the next four years the main focus will be on:

• Arts, especially projects that consider/involve/address people with special needs and projects aimed at the urban/rural community. The Foundation looks favourably on work in rural areas.

• Heritage. They will consider applications from organisations managing buildings of architectural merit and historic interest that are used by and accessible to the community. Buildings in rural areas will be given priority. The level of community use and the involvement in the management of the organisation will be an important element in the assessment of the application.

Capital grants to a maximum of £10,000. The applicant must be a registered charity.

Pilgrim Trust

Trustees have a special interest in the preservation of historic buildings and architectural features, particularly projects giving a new use to buildings that are of outstanding architectural or historic interest. However, Trustees will only consider the repairs to historic fabric, not the installation of new facilities. Trustees will consider supporting core costs and the cost of initial exploratory works for organisations seeking to rescue important buildings or groups of building.

Maximum grant is £5,000 or less. The applicant must be a registered charity.

Rayne Foundation

The Foundation will fund:

• Capital costs of buildings and equipment

• Salaries and all types of project costs

• Reasonable contribution to overheads (there is no fixed percentage)

• General running or core costs (normally for a maximum of three years).

ABL Cultural Consulting 165 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 8: Capital implications

Projects from the following areas will receive funding:

• Education • Health/medicine • Social welfare and development • Arts.

Current areas of special interest in the arts sector are:

• Building projects for performance/display/conservation facilities (but not building maintenance or repairs).

• Choreographers – The first Rayne Fellowships have been created to support and encourage choreographers wanting to connect more strongly with society, widen their intellectual and emotional curiosity, and develop their entrepreneurial skills. Funds have also been committed to a Rayne Venture which aims to improve access to dance on film in collaboration with South East Dance.

• Achieving educational outcomes through the work of artists and arts organisations.

• Improving architecture exhibitions to help the public engage with architecture.

The normal grant size is £5,000 - £20,000. The applicant must be a registered charity.

8.4 Financial viability

Capital

The construction costs are entirely reasonable for a project of this size. It is inflation, the client non construction development costs (such as decanting the library during any closure) and professional fees that add around 40% to that cost.

However, it can be seen from the analysis of external funding sources above that there is scope for match funding and the project financing would have to be a package made up of a range of funding streams, including the Council.

ABL Cultural Consulting 166 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

9 Revenue implications

9.1 Introduction

This chapter presents the outline revenue costs for the five options. The income and expenditure represents Year 1 only, rather than a mature budget. It should be stressed that these are indicative budgets only and there are areas that need further investigation and budget lines that are missing, the most important one being capital charges against any possible loan of capital for the project. It should also be noted that the Tourist Information Centre budgets are not factored into the figures.

A summary of the income and expenditure for each option is detailed below.

Each option has been divided into two columns: Library CCBC and Auditorium CCHUG. From option 2, it has been assumed that the Auditorium will be managed by the Civic Hall Users’ Group on behalf of the Council. Hence one column represents the running costs incurred by the Council for a particular option, whilst the other column reflects the running costs incurred by the Civic Hall Users’ Group.

During the financial analysis, the business plan proposed by the Civic Hall Users’ group was reviewed. Their assumptions were tested against comparators and our own experience. In many cases we have used the Civic Hall Users’ Group’s assumptions, the main differences being that here we predict a Year 1 budget and theirs predicted a mature one and that generally our income projections are more cautious.

It is important to note that from Option 2 onwards some of the expenditure budgets for the ‘Auditorium’ are based upon the outturn figures for 2005/6, rather than the estimates. In 2005/6 the ‘Auditorium’ budget was overspent by over £16,000 and this has been factored into the options projections because it more accurately reflects the cost of operating that part of the building.

ABL Cultural Consulting 167 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

ABL Cultural Consulting 168 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

CONWY CIVIC HALL REVENUE OPTIONS Option 1: Status quo Option 2: Option 3: Re-clad Option 4: Install Option 5: Install Refurbishment of exterior and refurbish pitched roof, gut pitched roof, gut exterior and interior interior interior interior. No auditorium. Includes fte lettable space Library Auditorium Library Auditorium Library Auditorium Library Auditorium Library Auditorium (CCBC) (CCHUG) (CCBC) (CCHUG) (CCBC) (CCHUG) (CCBC) (CCHUG)

INCOME

Earned income

Library income 5,549 0 5,924 0 6,706 0 6,986 0 6,986 0

Coffee bar 0 0 0 0 0 0 2,487 0 2,487 0 Lettable space 0 0 0 0 0 0 10,760 0 71,937 0 TIC 0 0 0 0 4,200 0 4,200 0 4,200 0 Toilets 0 0 0 0 15,399 0 15,399 0 15,399 0 Meeting room hire 40 0 0 0 0 1,584 1,584 0 1,584 0 Auditorium hire 0 5,050 0 5,940 0 8,910 0 17,890 0 0 Exhibition room hire 0 0 0 0 0 0 0 0 0 0 Exhibition sales 0 0 0 0 200 0 400 0 400 0

Earned income subtotal 5,589 5,050 5,924 5,940 26,505 10,494 41,816 17,890 102,993 0

Unearned income

Grants 0 0 0 0 0 0 0 0 0 0 Sponsorship 0 0 0 0 0 0 0 0 0 0 Revenue grants (CCBC) 72,937 50,435 72,937 50,435 72,937 50,435 72,937 50,435 123,372 0

Unearned income subtotal 72,937 50,435 72,937 50,435 72,937 50,435 72,937 50,435 72,937 0

TOTAL INCOME 78,526 55,485 78,861 56,375 99,442 60,929 114,753 68,325 175,930 0

EXPENDITURE

Subtotal staffing (incl on-costs) 46,082 8,000 46,082 24,500 46,082 24,500 74,082 24,500 74,082 0

Subtotal premises 0 32,973 16,419 30,538 22,091 31,146 34,861 23,439 34,861 0

Subtotal utilities 102 7,834 4,554 8,470 6,127 7,568 9,669 6,501 9,669 0

Subtotal supplies and services 7,200 6,678 7,200 8,018 7,200 8,018 7,200 8,018 7,200 0

Subtotal marketing 0 00 00 00 00 0

NET DIRECT EXPENDITURE 53,384 55,485 74,255 71,526 81,500 71,232 125,812 62,458 125,812 0

Subtotal financial costs 25,142 0 25,142 0 25,142 0 25,142 0 25,142 0

TOTAL EXPENDITURE 78,526 55,485 99,397 71,526 106,642 71,232 150,954 62,458 150,954 0

OPERATING SURPLUS/- DEFICIT 0 0 -20,536 -15,151 -7,200 -10,303 -36,201 5,867 24,976 0

ABL Cultural Consulting 169 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

ABL Cultural Consulting 170 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

9.2 Income

The detailed income spreadsheet is below, together with the commentary about individual budgets.

ABL Cultural Consulting 171 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

CONWY CIVIC HALL REVENUE INCOME Option 1: Status quo Option 2: Option 3: Re-clad Option 4: InstalL Option 5: InstalL Refurbishment of exterior and refurbish pitched roof, gut pitched roof, gut exterior and interior interior interior interior. No auditorium. Includes fte lettable space Library Auditorium Library Auditorium Library Auditorium Library Auditorium Library Auditorium (CCBC) (CCHUG) (CCBC) (CCHUG) (CCBC) (CCHUG) (CCBC) (CCHUG) INCOME

Earned income

Library income 5,549 0 5,924 0 6,706 0 6,986 0 6,986 0 Coffee bar 0 0 0 0 0 0 2,487 0 2,487 0 Lettable space 0 0 0 0 0 0 10,760 0 71,937 0 TIC 00 0 0 4,200 04,200 0 4,200 0 Toilets 00 0 0 15,399 015,399 0 15,399 0 Meeting room hire 40 0 0 0 0 1,584 1,584 0 1,584 0 Auditorium hire 0 5,050 0 5,940 0 8,910 0 17,890 0 0 Exhibition room hire 0 0 0 0 0 0 0 0 0 0 Exhibition sales 0 0 0 0 200 0 400 0 400 0

Earned income subtotal 5,589 5,050 5,924 5,940 26,505 10,494 41,816 17,890 102,993 0

Unearned income

Grants 00 0 0 0 00 0 0 0 Sponsorship 0 0 0 0 0 0 0 0 0 0 Revenue grants (CCBC) 72,937 50,435 72,937 50,435 72,937 50,435 72,937 50,435 123,372 0

Unearned income subtotal 72,937 50,435 72,937 50,435 72,937 50,435 72,937 50,435 72,937 0

TOTAL INCOME 78,526 55,485 78,861 56,375 99,442 60,929 114,753 68,325 175,930 0

ABL Cultural Consulting 172 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

Earned income

Library income

General library income is derived from a range of sources, such as fines, book sales, reservation fees, video hire, charges for photocopying and printing and use of the computers. The library income level for each option reflects the predicted rise in library users.

Coffee bar

The coffee bar is in options 4 and 5 only and will primarily be used by library users. The income assumes that drinks cost £0.50p per cup (excl VAT), with 50% profit and use by 15% of library users. The 15% usage is derived from comparator organisations.

Lettable space

In option 4 there is a lettable shop kiosk of 100m2 and in option 5 there is additionally lettable office space of £670m2. The income is based on rent of £10 per ft2. The rate was derived from property officers in the Council and assumes:

• A non serviced office space (e.g. no shared reception or back up facilities)

• No dedicated car parking

• Use of the lift

• On exclusive (e.g. tenant pays rates, water, electricity and gas bills), full repairing and insuring terms, to include a service charge for cleaning of any communal areas

• A hypothetical five year lease.

Toilets

The toilet charge for options 3 to 5 is assumed at £0.20p. Usage is difficult to predict and it is hard to find a base figure. However, we have used assumed that 50% of the people using the Tourist Information Centre might use the Quay toilets.

Although the income is shown in this cost centre, it is likely that the toilets would be managed by another department of the Council.

Meeting room hire

Meeting room hire income for options 3 to 5 is based upon £8.00 per four hours, assuming usage on six days a week for 33 weeks of the year. The rate of £8.00 is based upon the hire rate for meeting rooms in libraries for community groups.

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For option 3, it is assumed the meeting rooms are administered by the Civic Hall Users’ Group; for option 4 and 5 by the Council. This decision is purely a reflection on the layout of each option as currently proposed and the meeting rooms could easily be run by one or the other for all options.

Auditorium hire

For option 2, Auditorium hire income is based upon a full day hire of the room by schools for £30 per day, 33 weeks of the year, two days per week. It also assumes a part day (mainly evening) hire of the room for £20, 33 weeks of the year, six days a week.

For option 3, Auditorium hire income is based upon a full day hire of the room by schools for £40 per day, 33 weeks of the year, three days per week. It also assumes a part day hire of the room for £25, 33 weeks of the year, six days a week.

For option 4, Auditorium hire income is based upon a full day hire of the room by schools for £50 per day, 33 weeks of the year, three days per week. It also assumes a part day hire of the room for £30, 33 weeks of the year, six days a week. It assumes corporate hire of £100, five times a year and 26 weddings per year at £250 per hiring.

All these rates are based upon comparators with similar venues in North Wales and England.

Exhibition sales

30% (excl VAT) commission is generally taken from sales of exhibits and this income level is based upon comparison with income levels in comparator libraries.

It is assumed that the Council will programme the visual arts space.

Unearned income

Grants and sponsorship

For the moment, we have not set any grants and private sponsorship targets.

Revenue grants

For options 1 – 5 it has been assumed that the revenue subsidy provided by Conwy County Borough Council will remain the same.

ABL Cultural Consulting 174 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

9.3 Spending

The detailed spending spreadsheet is overleaf, together with a commentary about individual budgets.

ABL Cultural Consulting 175 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

ABL Cultural Consulting 176 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

CONWY CIVIC HALL SPENDING Option 1: Status quo Option 2: Option 3: Re-clad Option 4: InstalL Option 5: InstalL Refurbishment of exterior and refurbish pitched roof, gut pitched roof, gut exterior and interior interior interior interior. No auditorium. Includes fte lettable space Library Auditorium Library Auditorium Library Auditorium Library Auditorium Library Auditorium (CCBC) (CCHUG) (CCBC) (CCHUG) (CCBC) (CCHUG) (CCBC) (CCHUG) EXPENDITURE

Existing Staffing fte Librarians 2.3 46,0820 46,082 0 46,082 0 46,082 0 46,082 0 Caretaker 0.4 08,000 0 15,000 0 15,000 0 15,000 0 0 Administrator 0.5 00 0 9,500 0 9,500 0 9,500 0 0 Training 00 0 0 0 0 0 0 0 0 Advertising 0 0 0 0 0 0 0 0 0 0

Additional staffing Librarian 1.0 00 0 0 0 0 20,000 0 20,000 0 Toilet attendant 0 0 0 0 0 0 8,000 0 8,000 0

Subtotal staffing (incl on-costs) 46,082 8,000 46,082 24,500 46,082 24,500 74,082 24,500 74,082 0

Premises N.N.D.R 0 23,997 8,392 15,608 11,290 13,946 17,817 11,980 17,817 0 Building and equipment maintenance 0 8,160 2,852 5,305 3,838 8,600 6,056 4,072 6,056 0 Premises insurance 0 0 0 0 0 0 0 0 0 0 Cleaning & hygiene services 0 816 5,175 9,625 6,963 8,600 10,988 7,388 10,988 0 Refuse 0000000000

Subtotal premises 0 32,973 16,419 30,538 22,091 31,146 34,861 23,439 34,861 0

Utilities Electricity 02,788 0 0 0 0 0 0 0 0 Gas 1024,740 0 0 0 0 0 0 0 0 Water and sewerage charges 0 306 0 0 0 0 0 0 0 0

Subtotal utilities 102 7,834 4,554 8,470 6,127 7,568 9,669 6,501 9,669 0

Supplies and services Transport 00 0 0 0 0 0 0 0 0 Subsistence & travel 0 0 0 0 0 0 0 0 0 0 Book fund and other materials 0 0 0 0 0 0 0 0 0 0 Health and safety 0 0 0 0 0 0 0 0 0 0 Equipment 01,020 0 1,020 0 1,020 0 1,020 0 0 Postages 00 0 200 0 200 0 200 0 0 Printing 0000000000 Stationery 00 0 0 0 0 0 0 0 0 IT 0000000000 Telephones 0 0 0 200 0 200 0 200 0 0 Mobile telephones 0 150 0 250 0 250 0 250 0 0 Subscriptions 0 0 0 0 0 0 0 0 0 0 Exhibitions 00 0 0 0 0 0 0 0 0 Events 0000000000 Education 00 0 0 0 0 0 0 0 0 Security 0204 0 204 0 204 0 204 0 0 Licences and other expenses 0 1,224 0 2,064 0 2,064 0 2,064 0 0 Third party payments 7,200 4,080 7,200 4,080 7,200 4,080 7,200 4,080 7,200 0

Subtotal supplies and services 7,200 6,678 7,200 8,018 7,200 8,018 7,200 8,018 7,200 0

Marketing Marketing 00 0 0 0 0 0 0 0 0

Subtotal marketing 0000000000

TOTAL DIRECT EXPENDITURE 53,384 55,485 74,255 71,526 81,500 71,232 125,812 62,458 125,812 0 Financial costs Central charges 0 0 0 0 0 0 0 0 0 0 Capital charges 25,142 0 25,142 0 25,142 0 25,142 0 25,142 0 Subtotal financial costs 25,142 0 25,142 0 25,142 0 25,142 0 25,142 0

TOTAL EXPENDITURE 78,526 55,485 99,397 71,526 106,642 71,232 150,954 62,458 150,954 0 OPERATING SURPLUS/- DEFICIT 0 0 -20,536 -15,151 -7,200 -10,303 -36,201 5,867 24,976 0

ABL Cultural Consulting 177 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

ABL Cultural Consulting 178 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

Staffing

For options 2 – 3, the staffing complement for the Library remains the same at 2.3 fte. In option 4 and 5, it is proposed to split the library on two levels and hence an additional member of staff has been factored in for these two options. However, experience at other libraries, when a new building is opened and additional services provided, is that significant increased usage is recorded and, assuming this to be the case, additional staff may be required in all options.

From option 2 onwards existing staff roles will need to change and broaden to accommodate the range of facilities housed within the Civic Hall, but also to embrace modern services provided by a brand new library.

For options 2 – 5 the staff complement for the Tourist Information Centre is assumed to be the same.

The opening hours of the Library and the Tourist Information Centre will need to be harmonised. This particularly affects Wednesday, Saturday and Sunday opening and may have implications on staffing budgets. As a guide our estimates show that 10am – 6pm, 7 day opening all year, requires a minimum of 5.5 - 6 staff, with two in the library and one in the TIC full time. The staffing budgets do not reflect this.

For the facilities managed by Civic Hall Users’ Group we have assumed the continuation of the part-time caretaker for options 2 – 4 and the costs have been adjusted to reflect the true cost of caretaking for the building, based on the outturn costs for 2005/6. We also have added in the cost of a bookings administrator for options 2 – 4. At the moment the cost of the administration of bookings is borne by the Council.

We have also assumed a cost of £8,000 for a toilet attendant. No firm data could be gathered for this cost and it is an area that needs further investigation.

Premises

From option 2 onwards the premises costs have been split to reflect the different percentage of space occupied by the Council facilities and those managed by the Civic Hall Users’ Group.

Discussion with the Valuation Office in Bangor about possible increases in the NNDR revealed that it was unlikely to change for options 2 – 4, but any office let would be subject to a separate rating valuation.

For options 2 – 5, cleaning services were calculated at £12.50 per m2, which is an industry guideline.

ABL Cultural Consulting 179 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 9: Revenue implications

Utilities

From option 2 onwards, utilities costs have been calculated to reflect the percentage of space occupied by the Council and by the Civic Hall Users’ Group.

Utilities costs have been calculated at £11.00 per m2, which is an industry guideline.

Supplies and services

Many of the supplies and services for Conwy Library are provided centrally by the Council’s Library, Information and Culture Service.

For the facilities managed by the Civic Hall Users’ Group the supplies and services costs are based on the outturn budgets for 2005/6.

Marketing

Conwy Library is marketed centrally by the Council’s Library, Information and Culture Service.

Financial costs

It has been assumed that the current capital charges of £25,142 would continue for options 1 – 5. Should the Council decide to borrow capital to fund the project, the capital charges would be reflected in this budget line and might be about 7% of the total capital cost.

9.4 Financial viability

Revenue

The revenue budgets in this chapter are indicative and only represent Year 1 of operation. It is anticipated that income would grow as the venue became established.

The operating surplus and deficits for options 2 – 5 are wholly manageable. There are no targets set within the budgets for sponsorship and grant-giving, which could ease deficits, although it should be noted that most grant-giving bodies do not fund core costs or costs that they think should be funded by the Local Authority.

The main area of omission in the revenue budgets is debt charges against any possible loan of capital.

ABL Cultural Consulting 180 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 10: Scoring of each service option

10 Scoring of each service option

10.1 Introduction

Each of the options was scored out of ten against criteria and objectives identified through the policy framework research and stakeholder consultation.

This scoring sheet is an attempt to bring some objectivity to issues that can rely on a very subjective judgement.

Option 1 scores highly against the financial criteria because it is cheap to run and, although it does have capital implications, they are not as great as the other options. However, option 1 does not deliver any of the wider vision or objectives for the Council and that is the reason it has an average score for value for money because, whilst it represents economic prudence, it does not contribute anything to the wider objectives. It also scores poorly on sustainability because without investment the visitor numbers and income will decline and, with the overheads likely to rise, will ultimately become more expensive to run.

Option 2, (the ‘refurbishment’ scheme) has a similar overall score to Option 1. Like option 1, it delivers poorly on the vision and aims of the Council.

Options 3 (reclad) delivers a respectable score, but it delivers poorly against Criteria A because the option does not improve the townscape, and yet it is very nearly as expensive as rebuilding the Civic Hall in its original form. Overall this option represents poor value for money.

Option 4 (original building form with the auditorium) fulfils all the criteria exceptionally well, but it is an expensive capital option. It scores highly on value for money because it delivers significant benefits to the community.

Option 5 (original building form without auditorium) is an expensive option, but does contribute to the economy through the inclusion of lettable office space instead of an auditorium. However, the loss of the auditorium represents a significant diminution of community benefit and of opportunities for creativity and learning.

ABL Cultural Consulting 181 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 10: Scoring of each service option

ABL Cultural Consulting 182 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 10: Scoring of each service option

10.2 Service options scoring sheet Option 1 Option 2 Option 3 Option 4 Option 5

Restore original form Restore original form CRITERIA Weighting Status QuoRefurbishment Re-clad with auditorium with lettable space Raw Weighted Raw Weighted Raw Weighted Raw Weighted Raw Weighted

A Heritage contribution 0 0 0 0 0 0 0100100 B Access 0 0 0 21 0 58 0 78 0 52 0 C Achieves CCBC objectives 0 9 0 9 0 160340260 D Economy, regeneration and tourism 0 000024032000 EFinance 0 220180320380400 F Will the project work? 0 12012000120140 43 0 60 0 130 0 204 0 142 0 A Heritage contribution Preservation of a heritage building 0 0 0 0 0 Improves townscape 0001010 subtotal 0001010 BAccess Improves the breadth of users 0 2 6 10 6 Improves the number of users 0 2 6 10 6 Provide access to facilities for rural communities 0 2 6 6 6 Provide access to facilities for hard to reach groups 0 2 6 6 6 Engenders a sense of cultural identity and community pride 0 2 6 10 4 Encourages creativity and innovation 0 2 6 8 4 Provides educational and learning opportunities 0 2 6 8 4 Improves physical access to the buildings and activities 058108 Improves intellectual access to the buildings and activities 028108 subtotal 021587852 C Achieves CCBC objectives A Healthy Place 33466 A Prosperous Conwy 00046 Strong and Safe communities 2 2 4 6 2 Encouraging Learning and Creativity 4 4 6 8 2 A Quality Environment 0021010 subtotal 9 9 16 34 26 D Economy, Regeneration & Tourism Contributes to local economy 0 2 6 8 10 Contributes to regional economic development 0 2 6 8 8 Attracts tourists 02688 Improves partnership working 0 2 6 8 8 subtotal 0 0 24 32 0 E Finance No need for additional revenue support 10 8 4 3 2 No need for capital support 8 6 4 3 4 Potential for new earned income 0 0 6 8 10 Eligibility for grants 00688 Potential for partnership funding 0 0 6 8 8 Value for money 44688 subtotal 22 18 32 38 40 F Will the project work? How deliverable is the project? 10 10 8 6 6 How sustainable is the project? 2 2 4 6 8 subtotal 12 12 0 12 14

ABL Cultural Consulting 183 Conwy County Borough Council: Conwy Civic Hall Development Appraisal Study Chapter 10: Scoring of each service option

ABL Cultural Consulting 184