Yearbook 2008/09: London's Journey

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Yearbook 2008/09 London’s journey – past, present and future – past, present journey London’s

London Transport Museum Yearbook 2008/09

ransport Museum (Trading) Ltd ransport Museum (Trading) ltmuseum.co.uk Company number 6527755 Company London T address: Registered House Windsor Street Victoria 42–50 SW1H 0TL London London Transport Museum London Transport Covent Garden Piazza Piazza Garden Covent SW1H 0TL London Supported by Supported +44 (20) 7379 6344 Tel. Museum Ltd London Transport 6495761 number Company address: Registered House Windsor Street Victoria 42–50 SW1H 0TL London Charity number 1123122 London Transport Museum London’s journey – past, present and future Yearbook 2008/09 05 Message from the Chair of Trustees London Transport Museum is and Chief Executive an educational and heritage 07 Introduction preservation charity whose 09 Education and engagement purpose is to conserve and Encouraging safety and citizenship Mind the skills gap explain London’s transport

17 Access and museum operations heritage. It offers people The power of objects an understanding of the User-generated content Capital’s past development 23 Heritage and collections and engages them in the Getting communities talking debate about its future. The art of the poster

31 Future plans Future generator: the results

37 Income and support

44 Performance review

46 Statement of accounts

48 Public programme

51 Trustees and advisors Message from the Chair of Trustees and Chief Executive Sir David Bell and Sam Mullins, LTM

We are delighted to present the first Outstanding among the year’s many other London Transport Museum (LTM) Yearbook events were topical debates about the role of to celebrate our wide-ranging work for the transport in creating environmentally sustainable benefit of the Capital, based in a freshly cities. Our new Thought leadership programme redesigned museum in Covent Garden. engages pre-eminent transport, urban planning, and infrastructure experts on issues such as the In addition to presenting an overview of the engineering skills gap, urban development and charity’s activities, this Yearbook includes seven new ways of working. As public transport forms short articles which offer a closer look at specific the lifeblood of major cities across the world, aspects of the Museum’s work. LTM seeks to share thinking about transport issues and be a place where new ideas can The 18 months since LTM reopened in November be tested. We seek not only to present our 2007 have seen the Museum bedded down – own knowledge, but to be a venue where the a new charity governance model instituted, a new knowledge of others is disseminated and debated. Visitor Services team installed, the mounting of four special exhibitions, the publication of a Future projects include World city: stories top-selling book, the regular running of heritage from London. This programme of community trains and buses, the implementation of new and youth engagement for London’s Cultural styles of engagement and collecting, and the Olympiad will look at how journeys to and creation of a Thought leadership programme. within London shape identity and a sense of It has been a remarkably fruitful period where place across the Capital. In partnership with the LTM has proved to be a platform for influence London Museums Hub, it will culminate in a well beyond the confines of Covent Garden. major exhibition in 2012, London journeys, and We are a museum at the heart of London and will be closely followed by Underground 150 in one of its success stories. 2013, marking the anniversary of the world’s first underground railway opened in 1863. LTM’s progress since reopening can be seen in its record visitor numbers and increased public As always, we are grateful for the partnerships engagement, both on-site and online. By the that enable us to broaden our funding base and close of July 2009, over 500,000 visits had been extend the Museum’s reach more widely across made to the new Museum, 302,000 of those in London. We would like to express our gratitude 2008/09. This represents almost 50% more than to all our supporters and funders within Transport the annual average of 209,000 in the decade for London (TfL), the Museum, Libraries and before the Museum closed for refurbishment Archives (MLA) Council’s Renaissance in the in 2005. We are proud of the new Museum’s Regions initiative, LTM Friends and our many achievements and the recognition we have corporate and charitable sponsors. received for the whole spectrum of our work, from exhibitions and marketing to education Our staff and volunteers also deserve our sincere and visitor services. thanks for their outstanding work in making the new LTM such a success. We look forward to an The year’s full and varied programme included exciting future for the Museum and to welcoming The art of the poster exhibition, which looked at the many people who visit and support us. the artworks behind LTM’s much-loved collection of classic posters. This major exhibition was well received by both press and public. The Spectator praised it as ‘a real oasis among the alarms and excursions of London today’.

04 Message from the Chair of Trustees and Chief Executive 05 London Transport Education and engagement Led by the Museum’s Learning Museum’s mission is department, our education and to collect and share engagement activities deliver innovative learning opportunities to a wide range of knowledge about the key audiences through on-site activities and a role of transport in the variety of outreach programmes off-site. development of London’s Access and museum operations Led by the Visitor Services department, past, present and future. our access and museum operations make the collection available for the enjoyment of people of all ages, abilities and backgrounds. This is accomplished through the permanent displays in LTM galleries, special events at the Depot in Acton and extensive online resources.

Heritage and collections Led by the Collections department, our heritage and collections work involves preserving, managing, researching and acquiring transport-related objects and information. The public use of this material is made possible through exhibitions, heritage vehicle outings and other collections-based activities.

Future plans LTM aims to maintain user numbers by mounting a major exhibition every year, develop our online content, increase young people’s engagement with engineering and remain a venue for thinking about London’s future.

06 Introduction 07 Education and engagement

08 Education and engagement 09 Education and engagement

LTM Learning department offers a range of educational opportunities inside the Museum and throughout the community. Our on-site schools programme hosted 24,000 pupils in 2008/09. The programme addresses the needs of students and teachers by creatively linking the Museum’s collections to diverse topics including art, history, design, technology and engineering.

The Safety & Citizenship programme engages primary and secondary school pupils through interactive sessions. These build the practical skills required to use London’s public transport system, including how to avoid dangers, dealing with emergencies and getting help.

Our audience development team delivers a vibrant and diverse programme for groups that face barriers to museum engagement. Outreach activities such as reminiscence sessions with older people and storytelling for children at community centres across London attracted nearly 3000 participants. Six interactive projects with community groups produced an in-depth series of exhibitions and videos.

LTM library supported 600 visitors conducting independent research on public transport issues. Whether they were authors, family historians or visitors inspired to dig a bit deeper, the library service assisted them in gaining the most relevant access to our large store of primary and secondary sources of transport information.

A significant new approach to schools began in 2008. It was inspired by TfL’s Skills and Employment Strategy, which identified a shortfall of engineers in the UK. In response, LTM developed a set of inspirational hands-on activities for young people. Over 500 students took part in a trial programme which allowed them to meet engineers from TfL, explore career paths and educational options, and participate in a unique engineering challenge called ‘Eggsperiment’. Ninety-five percent of the participants stated that the event increased their understanding of engineering and we are actively seeking to find partners to expand this area of engagement in the future.

10 Education and engagement 11 This year the Museum joined forces with leading law firm Eversheds to launch a new Thought leadership programme for industry professionals. This annual series of thought-provoking and challenging events enables industry colleagues to come together and debate issues affecting their business. It was launched in March 2009 with Mind the skills gap chaired by TfL Commissioner Peter Hendy. Subsequent sessions included Technology and changing travel behaviours chaired by Steven Norris and De-carbonisation and you chaired by David Quarmby. Future sessions in 2009 will cover Funding transport, High-speed rail and Intercity travel.

12 Education and engagement 13 Encouraging safety and citizenship Mind the Skills Gap Chris Nix, LTM Hillary Alexander, Arup

One of LTM’s most far-reaching The team engages the children in a variety Why is it that 50% of engineering Industry experts at Mind the Skills Gap of ways. Role-play is used to get young people brainstormed a variety of solutions and educational activities is the Safety thinking about different scenarios they might graduates do not go into industry suggestions that might rectify the problem. & Citizenship programme, which encounter, including how others might experience after graduating? This may be a good time to encourage students promotes safe, responsible and their behaviour. Structured discussion offers a to give engineering another look. Even in the forum for debate and asking questions. We also That was one of the issues delegates discussed difficult economic climate, infrastructure respectful behaviour on London’s work in schools where children are experiencing in March 2009 at the first in a series of Thought construction is predicting a record 7% growth transport network. difficulties or causing problems while making Leadership events organised by LTM and law over the next seven years. Transport investment their journeys. In 2008/09 an additional 48,000 firm Eversheds. The Mind the Skills Gap business is thriving internationally, with £400bn of known Delivered by the Learning department, Safety & young people were seen in response to reported breakfast was chaired by TfL Commissioner investments planned for the next 10–12 years. Citizenship works because it focuses on direct, youth behaviour issues on the transport network. Peter Hendy and its delegates came together to In the context of rising unemployment, the choice personal engagement between TfL staff and address what can be done about the predicted of engineering looks like a healthy option for young people. Rather than giving lectures, we These restorative programmes are especially skills shortage in the transport sector. young people. create time for well-trained adults, equipped with rewarding. This year the British Transport Police engaging resources, to discuss with children and referred a 14-year-old boy to the team. He had Recent research by the Department for Transport Firms from across the sector have recognised young people what happens when they travel on been arrested for track trespass and criminal (DfT) has found that by 2013 there will be an that the skills shortage is something that will public transport. damage on the Underground. Through a series estimated 26% gap in the skills required for affect their business in the future. Many are taking of sessions run by LTM, the boy was asked to London’s transport infrastructure projects. This steps to address the issue through different Since it was established in 2005, the programme reflect on his behaviour and the reasons for it. presents a critical challenge for major projects means. TfL’s Project Brunel is evaluating how to has had immense success. In 2008/09, the team He met one of our VSLOs from the British such as Crossrail, Thames Tunnel and Thameslink. address this critical challenge. Other organisations worked with over 130,000 children and young Transport Police who had first-hand experience ‘There is one overall reason for committing to the are looking at their graduate training, schools people in Greater London, with funding provided of the tragic consequences of track trespass. skills agenda,’ warned Peter Hendy. ‘The numbers outreach and also internal training processes. by London Buses, London Underground, and Finally he had an educational tour of the Museum are so high and the gaps are so wide that if the Participants agreed that the role of government the Community Safety Enforcement and Policing Depot, where the dangers of criminal damage industry fails to act now, then it will fail in terms is crucial. Funding has been allocated to help team. The core staff are supported by 80 trained and track trespass were explained in full. Part way of cost or delivery.’ industry in their plans for improved training Voluntary School Liaison Officers (VSLOs), through the scheme, the boy left the gang he had opportunities, but access to that support including bus drivers, Tube staff, revenue been with and by the end the arresting officer The gap in engineering staff has many causes. requires promotion and strategic commitment officers and transport police. felt able to advise the Courts not to pursue any One is the difficulty that the ageing workforce has to reassure firms that projects will have a reliable further action against him. The boy’s family felt in inspiring young people to choose engineering flow of investment. Safety & Citizenship employs a variety of that they had benefited from the intervention as a career. Women, too, as well as those from resources to engage young people with the as much as their son. As the young man said, diverse backgrounds, are not being recruited in Recruitment is key, and everyone agreed that firms experience of travel – from display boards ‘I’m glad I got caught. I would have done sufficient numbers. Only 10% of engineers are will need to find ways to draw from a larger pool to inflatable trains, single-deck buses to worse otherwise.’ women and more should be encouraged into of talent to attract the brightest and best young mock Underground stations. With these, the the industry. people into their world. programme prepares children who, at 10–11 years Chris Nix is the Safety & Citizenship Programme old, are about to begin travelling independently. Manager. More information about the programme Another problem is the competition the UK Hillary Alexander is a consultant at ARUP, a global It gives them the skills and attitude to make can be found at www.tfl.gov.uk/tfl/corporate/ faces from a booming international transport firm of consulting engineers, designers, planners those journeys with responsibility and awareness. projectsandschemes/communityandeducation/ construction industry, as well as internal and project managers and a lead supporter of Knowing how to do this is essential in the Capital, safetyandcitizenship competitors. Traditional sectors such as utilities, LTM Thought Leadership programme. where many children take public transport to power, rail and highways, alongside newer sectors and from school. As a result, LTM works free-of- such as nuclear decommissioning and new charge with virtually all 10–11-year-old children power stations, all demand resources. This in in London. Last year over 88% of primary schools turn creates more competition for skills in the booked LTM sessions, and we reached 82,000 transport sector. Year 6 children.

14 Education and engagement 15 Access and museum operations

16 Access and museum operations 17 Access and museum operations

Over 300,000 people visited LTM in 2008/09, making it the most successful year in the Museum’s history. Operating the Museum every day except Christmas Day and Boxing Day, the Visitor Services team achieved a consistently high standard of customer service throughout the year and attained Visitor Attractions Quality Assurance Scheme (VAQAS) Accreditation as a result.

When our Acton Depot opened to the public on two weekends during 2008/09, over 7000 people visited. The November weekend had a family-fun theme, while ‘London’s Transport in Miniature’ in March featured model railway and tramway layouts and was the most popular open weekend that has ever been held at the Depot.

The popularity of the permanent galleries, particularly with families, was enhanced by a range of events that attracted new audiences. We participated in the London Design Festival in September 2008 and created a programme of events as part of the London Festival of Architecture which included a talk on Shanghai eco-city Dongtan and a talk by Wayne Hemingway on his vision for sustainable communities.

In June 2008, the Museum opened its Futures galleries, sponsored by Orange. These include the Future Generator – an interactive that presents four different urban living scenarios that could be realized by 2055 and allows visitors to discover which scenario they are most likely to bring about by their actions. The galleries were launched with a major public debate: Survive or thrive? Urban choices for the 2050s, which was chaired by BBC Radio Four presenter, James Naughtie. Museum – high-quality zoomable images, a flash-based matching pairs game, Our online museum was also launched in 2008. It makes available online Web 2.0 Flickr group feed integration and a new online evaluation module. the entire collection that is on display at Covent Garden. In addition, for the first time we put an entire special exhibition,The art of the poster, online in The Museum also enhanced the website with Share your memories. order to preserve all the text and provide future access to the exhibition via This facility allows web visitors to add their personal interpretation of the the web. For the centenary of the LT roundel logo in September 2008, we Museum’s objects. Its goal is to capture stories and information that will enrich launched a roundel web resource which included many web firsts for the the meanings of the collection for new and culturally diverse audiences.

18 Access and museum operations 19 The power of objects User-generated content Kerry Foster and John Bull, LTM Rob Lansdown and Bryan Wills, LTM

When LTM was looking to reinvent The gallery display about transport staff was Obtaining user-generated The objectives were innovative, and to our shaped by one such donation. In 1999 a box of knowledge no other Museum has achieved itself, we recognised that the photographs appeared on a curator’s desk with content (UGC) through tools this same level of integration between physical display of our outstanding no indication as to where it had come from or such as Flickr, YouTube and museum, website and the collation of UGC, collections held the key. from whom. The only evidence to go on was that MySpace is now common where public memories get automatically fed they were all associated with Rye Lane bus garage back into the institution’s collections When we asked potential visitors how we could and dated from 1957–60. They were a wonderful practice within other websites. management system. deliver a world-class museum, people loved the series of snapshots of garage social events, appeal of objects, but demanded that we use many featuring the same smiling man. So how do museums embrace this increasing But would people use it? A web-based survey them in imaginative ways. ‘It should be full-on,’ web 2.0 trend and what benefits can it bring? informed us that visitors were very interested in said one young adult. ‘Bombard you with colour… Years later one of the images was selected for The challenge isn’t so much technical, as finding the community of voices that UGC provided. really waking you up to see the everyday.’ a gallery in the new Museum, where it is now ways to integrate UGC with existing curatorial And people were keen not just to contribute proudly displayed, helping to tell the story of research and present it to the public in meaningful stories, but to read comments made by other The creative use of the LTM collection became London Transport workers. ways. Bringing it in is one thing; making sense of visitors. One year into the project, over 200 our goal. We would use objects to transport it quite another. moderated contributions have gone live onto visitors to another place or time, capturing their In 2008, a visitor arrived at LTM, asking if we had our site. They have also been entered into our imaginations, prompting memories, surprising received the photographs he had donated almost In March 2008, LTM launched its own UGC catalogue and are now part of the Museum’s them with stories they didn’t know. When people ten years earlier. We quickly recognised him as platform as part of The Online Museum, a project historical object records. Users can access and are startled by what they see in the galleries, the ‘mystery man’ in the Rye Lane photographs. funded by the MLA’s Renaissance programme. comment on 17,000 images and objects. their often childlike wonder reminds us that in We took Joe Taylor, now in his late 80s, along The new LTM website would present all the some ways, we all share the eyes of younger with his son and grandson, to see the wonderful newly opened Museum’s objects, together with We have had some great submissions. visitors. It’s a quality no museum would want to photograph in the gallery. Joe was delighted to gallery text. But adding UGC would enable users One contributor was an ex-bus conductor now lose, and we were determined to hold onto it. see the photo up on the wall and over the next to participate in the Museum. They could engage living in New Zealand. The tales he submitted few weeks contributed many memories which with the objects then and there, telling their own were so detailed and interesting that we LTM is a favourite museum for children. we recorded. stories about LTM objects, giving an extra, often developed his stories into a ‘featured contributor’ Each year, over 20,000 visit in school groups highly personal dimension to more traditional section of the website, with zoomable images on and 90,000 as part of families. They give many When we ask visitors today, all confirm that forms of object explanation. the records he commented on. reasons for coming – the children’s galleries and they find something of themselves in the interactives, the shop (a perennial favourite for transport story. Londoners remember childhood LTM’s plan was ambitious. We wanted to An additional benefit to our UGC platform is that school groups) – but it’s the objects that come journeys on bus and Tube. Many recall stories link and store UGC in our internal collections in collecting users’ memories of specific objects, out top: their grandparents told them. The collection management system, so we could expand the we have attracted several hundred cataloguing holds amazing power as a source of memory information available about any object we had. queries that challenged or corrected existing My favourite vehicle was the horse-drawn and imagination. Users would have access to the Museum’s Museum information. These UGC submissions tram. It was made in 1866. It was my favourite research resources, but they would also be part are now forwarded to the curatorial department because it had special tracks. I learned that Kerry Foster is Assistant Director, Visitor Services. of an exciting dialogue with the Museum. for verification and possible inclusion in the the bus used to tip over. I will remember the John Bull is Assistant Director, Learning and catalogue. The web has provided a truly global bus forever because it was funny. Public Programmes. To make the UGC worthwhile, we had to resource for LTM, not just taking the collection create as fully integrated a system as possible. Owen, Eltham Junior College across the world, but making the world’s Other institutions needed to be able to share knowledge a part of the Museum. Personal memories are another attraction the platform, and LTM also wanted to associate for visitors. Every day people share with us web-based submissions with other material, such Rob Lansdown is Assistant Director, Support anecdotes prompted by our galleries. It is this as memories collected and catalogued digitally by Services. Bryan Wills is Head of Digital Resources. interaction between public and collection that community curators. LTM online resources can be accessed at keeps the objects alive and enhances LTM ltmuseum.co.uk displays. People even bring new objects to add to our collections.

20 Access and museum operations 21 Heritage and collections

22 Heritage and collections 23 Heritage and collections

The core of LTM historical collection comprises material collected by London Transport since 1925. The collection now totals 350,000 objects and its breadth has relevance well beyond transport history. The objects are a central intellectual resource to study subjects that range from industrial design to the social and economic history of London. Last year, LTM added 3742 items to the permanent collection, including a Saviem French motorbus from 1977 and a newly commissioned artwork from Sir Peter Blake.

Ensuring that our heritage rolling stock is available not only for display, but for operation is a key objective of our curatorial work. A fully restored four-car unit of 1938 Tube stock made three successful trips onto the London Underground network in 2008/09 and has undergone detailed examination to renew its certification for operation in 2009/10. Four other vehicles from the road collection received attention to enable them to operate outside of the Museum premises and carried passengers at special running days. The high quality of the Museum’s conservation programme was recognized by the Historic Commercial Vehicle Society, which awarded our 1936 AEC Tower Wagon the first in class award for its standard of restoration and presentation.

As the Museum has grown, the Collections department has implemented innovative ways to develop, record and interpret the collection, in part to reflect more fully the experience and interests of London’s diverse communities. The Community Curator project works with a number of partners, including the A1 Centre in Holborn, Soho Chinese Community Centre, Hackney Museum and the Anglo-Caribbean Tea Club.

LTM special exhibitions attract visitors of all ages, backgrounds and abilities. The exhibition programme is also an opportunity for the Museum to reinterpret collections from non-traditional perspectives, incorporating community voices and working in partnership with external experts, artists and other institutions. A key aim in 2008/09 was to support such work with lively talks and events, which drew on both our reserve collections and content acquired by working with new partners.

24 Heritage and collections 25 The new LTM’s first major exhibition wasThe art of the poster: A century of design, which celebrated 100 years of graphic design for the Underground and London Transport. Sponsored by American Express, it featured over 60 original designs – many displayed publicly for the first time. A richly illustrated book, London Transport posters: A century of art and design, accompanied the exhibition. An award-winning marketing campaign, supported by Clear Channel, attracted over 45,000 visitors to the exhibition during its six-month run. The art of the poster is now on international tour.

26 Heritage and collections 27 Getting communities talking The art of the poster Jane Findlay and Martin Harrison-Putnam, LTM David Bownes, LTM

Museums are changing an audio-visual display that will be part of The Tube has been called the some of the greatest names in 20th-century art the exhibition. Their involvement will, we hope, and graphic design, including Edward McKnight the way they interpret their encourage other visitors to explore what’s longest art gallery in London, Kauffer and Edward Wadsworth. collections. Gone is the single interesting about their own localities. thanks to the Underground’s Research ranged widely. Photographs of posters stern voice of the institution Sound recordings are a particularly effective continuing policy of using in situ over the past 100 years were unearthed. or all-knowing keeper. means of personalising objects in the collection. outstanding poster designers Original letters and papers relating to individual The Sound Bites audio trail uses voices to to sell its services. works were discovered. Over 1000 information Curators today look to collect multiple voices, illuminate objects currently on display at LTM. records were developed with photographs and examining the significance of objects from a wide But its methodology is doubly empowering, Begun in 1908, under the enlightened direction interpretive text, leading to a new history of TfL’s variety of viewpoints and bringing people formerly for it is not LTM, but other groups who do the of Frank Pick, Underground commissions have poster heritage with contributions from the V&A, overlooked into the museum conversation. oral history interviews. For Black History Month, left LTM with one of the world’s greatest poster Central Saint Martins, Whitworth Art Gallery and LTM has been at the forefront of these pupils from Acton High School drew on objects collections, designed by some of the world’s others. London Transport posters: A century of new practices. Creative approaches to to interview TfL staff about their experiences. leading artists. art and design garnered very favourable reviews. community consultation, social networking, As well as building young people’s skills and The history of the posters was ‘beautifully and contemporary collecting and exhibition confidence, the recordings created a unique The 2008 centenary of posters on the intelligently documented in this book’, wrote the co-curation have encouraged both traditional archive, and their dialogues were refreshingly Underground gave LTM the perfect opportunity New Statesman. and non-traditional audiences to share in the outside the usual museum parameters. London’s to celebrate this rich legacy of art and design. The process of interpretation. The Museum works in Chinese diaspora communities also worked with posters are a perennial favourite at the Museum, The final outcomes were an immense success. partnership with communities across London to the Museum to record their responses to objects popular with the public and a fascinating pictorial In 2007 the entire collection was placed online capture their experiences of travel and transport and experiences to offer a new perspective on history of life in London. LTM had a new bespoke in a fully searchable database, and within a year, in the Capital. We’ve developed a wide range of the collection. space in the redesigned building, and project over two million pages had been accessed across methodologies, often using new technologies funding from the MLA’s Designation Challenge the globe. Improved tours of the poster and to facilitate access for everyone and appeal to Film, too, has become a key feature of Fund (DCF). But we hoped to do more than artwork collection have become a popular feature younger participants. community collecting. Digital storytelling has just trot out a predictable display of elegantly of Acton open weekends, while the exhibition, created a dynamic new platform for gathering framed posters. The art of the poster: A century of design One way we engage communities is to contemporary perspectives on travel and (October 2008–March 2009), drew over 45,000 incorporate their lives into our displays, not just transport in the Capital. Participants are taught The Museum wanted to reach all prospective visitors during its six-month run. asking for their involvement, but putting their how to create a short film, and then use the viewers, so we divided the main public outcomes efforts on public show. Painting Lives worked collection to relate what’s important to them. into four, based on extensive audience research: That the collection still inspires visitors more than with the Chinese Community Centre in Soho Partners have included Tate Modern’s Community complete online access (via LTM website) which justifies Frank Pick’s original faith in the power of to reinterpret Chinatown, a 1987 oil painting by Film Club and Thames Reach, a charity that would be free to anyone; improved physical the poster. With new works commissioned by TfL John Bellany. The project explored identity and works with homeless and vulnerable adults. access to the reserve collection at Acton; every year, the collection continues to develop. representation by asking: What did the work The latter films highlighted the participants’ scholarly publication to showcase new research; It is a mirror of the everyday lives of Londoners, mean to Chinese audiences today? Participants different talents from song-writing to animation, and the exhibition itself as an engaging public a living art of the city that millions experience responded by creating their own artworks, and and gave the makers not just access to the forum for all our visitors, supported by talks, every day. It will surely inspire visitors for years the portraits and masks they produced were Museum’s resources, but made them a part of its films and other events. to come. displayed alongside Bellany’s original painting in success. The new films will become part of the Preparation began in 2006 with a massive David Bownes is Interim Head Curator. He edited The art of the poster exhibition. Museum’s collection for future generations to retrospective of the collection, including the London Transport posters: A century of art and experience and enjoy. For the Museum’s latest exhibition Suburbia preparation of almost 5000 posters and the design (2008) and authored one of its articles: (opening October 2009), residents in Golders Jane Findlay is Community Curator and digitisation and conservation of LTM’s unique ‘Selling the Underground Suburbs 1908–33’. Green, the first Tube suburb developed in 1907, Martin Harrison-Putnam is Senior Curator. collection of 850 original artworks on which the created a walking tour of their suburb. In addition, posters were based. These featured works by local residents’ views about what makes their suburb unique have been incorporated into

28 Heritage and collections 29 Future plans

30 Future plans 31 Future plans

The importance of developing our audience and collections, and making the best use of our recently renovated Museum and Acton Depot remain at the forefront of LTM’s short- and long-term agenda. Although we face a difficult economic climate, in 2009/10 the Museum aims to host at least 275,000 visitors and attract at least 900,000 unique visitors to the online museum, obtain at least £370k in funding from corporate memberships and sponsorship, grow the retail contribution to the charity by 5% and review all costs to seek efficiencies and increase value for money.

Our key areas of programme delivery for 2009/10 are to: • Launch the major exhibition Suburbia, which will examine the role of transport in creating the myth and reality of the suburb in London • Engage young people in engineering activities in order to provide skills and learning • Develop the Thought Leadership programme to establish the Museum as a forum for debate about the future of London and its transport • Create a strategic plan for developing Acton Depot to extend collections access and educational engagement • Extend the website with two major pieces of work: our London Museums Hub-funded Online Film collection and the Virtual Assistant programme that will use web technology innovatively to answer enquiries online

32 Future plans 33 Future Generator: The results Rob Lansdown, LTM

What will London be like environmental damage, but the volume and speed of traffic remains high. in 2055? Wracked by energy shortages? Super-efficient from In ‘Living local’, only green transport is permitted. Car use is expensive and restricted. new technologies? So green We use efficient public transport, but travel we’ll be back to taking the horse shorter distances. out for a ride? ‘Energy shock’ describes a world suddenly without fuel. The global economic system is Future Generator is a fascinating interactive severely damaged. Cities decline and there are that asks visitors to reveal their lifestyle priorities. local conflicts over resources. Lawlessness and It then generates a future urban scenario based mistrust are high. on widespread use of those choices. Visitors can play the game in the Museum, and since April ‘Carbon controlled’ shows a future where 2008, anyone online at LTM website can also sit reducing carbon emissions constrains personal down and predict the future. So far over 6000 mobility. A tough national surveillance system people have had a go. deducts individuals’ carbon points each time they travel or use electricity. The rich buy energy How does Future Generator work? A series credits from the poor. of flash-card choices asks you to state some preferences. Seasonal fruit, or all-year food Future Generator results tabulated so far are availability? Tradition or innovation? The answers consistent across rural, urban and non-UK are weighed, and the programme then creates participants. Most people are willing to change and leads you through a 3D city environment habits for the good of the future. Few wish to that represents the future your choices would head towards an energy crisis, although many are create. You also get the overall picture based troubled by a world run by intelligent technology. on every participant’s input. What’s emerging is If the current results of the Future Generator a compelling portrait of lifestyle demands and come to fruition, by 2055 we will be living in social responsibility. a London of villages, where most people live, The scenarios show how the future of London work, shop and play in the same neighbourhood and its transport depends on decisions we and commuting is a thing of the past. Life is all make. The goal is to get as many people eco-friendly, buildings sustainable and power is as possible to reflect on the long-term clean, green and generated locally. Scientists will environmental implications of the transport and have engineered low-emission vehicles for public other choices they make today. The game raises transport, emergency services and recycling public awareness of economic and environmental schemes. Life will be local, but computers will issues, but also empowers individual involvement still be an important portal to wider communities. by emphasizing the role each of us plays in Rob Lansdown is Assistant Director, Support determining the future. Services. Future Generator can be found at The player’s choices are measured against four http://future.ltmcollection.org main scenarios. Each represents an extreme possible future. ‘Always on’ is a society made possible by intelligent technology. It is driven constant information, consumption and competition. Cleaner fuel technologies reduce

34 Future plans 35 Income and support

The wide range of charitable activities the Museum offers is supported by income generated from retail and commercial activities, fundraising, marketing and the generous donations of time and funds by Museum volunteers and Friends.

Retail and eCommerce A number of initiatives were successfully undertaken this year by London Transport Museum (Trading) Limited, the Museum’s commercial trading arm. Of note was the launch of a new range of stylish home furnishings incorporating bus and Tube train moquette seat fabric. Off-cuts from the manufacture of the furniture are used to make high-quality accessories including handbags, wallets and doorstops that combine leather and moquette. This initiative was recognised in January 2009 by the Association of Cultural Enterprises with an award for best new product range of 2008 in the sector.

Venue hire Our Grade II listed building in Covent Garden has two principal spaces available for corporate and media events: the main Museum galleries (available for evening hire) and the stylish 121-seat Cubic lecture theatre (available for day or evening hire). Both spaces have been very well received by clients and corporate sponsors, who appreciate the top-quality venue, fully specified facilities and unrivalled central London location. Last year LTM hosted several high-profile events, including unveiling the Lotus Elise car and launching the Prince’s Trust/Bombardier partnership.

36 Income and support 37 Marketing The marketing priority for the Museum in its first full opening year has been to raise awareness of the new brand offer and reach new audiences. The challenge has been to counter the public perception, highlighted by audience research, that before refurbishment the Museum was `a place for lads and dads’.

Our strategy has been to launch a major campaign using radio, print and outdoor media to highlight new and exciting LTM content. The print campaign featured subjects ranging from the first female commuter, Mrs Beeton, to a design comparison between Stalin’s Moscow Metro and London Underground stations. It also included an award-winning radio advert read by the late Harry Patch, a First World War Tommy, about the use of London buses to transport troops to the Western Front. We invited people to see ‘their’ London in 2055 by using our interactive Future Generator exhibit. The overall campaign emphasized the diversity of stories that can be told by transport. It appealed Fundraising to both traditional and new audience groups, including families, young urban American Express Foundation donated $175,000 and worked with the Museum professionals and Londoners of all ages. team to promote The art of the poster exhibition. The potential audience for the exhibition was extended thanks to the contribution of Clear Channel, We particularly targeted art and design enthusiasts with a range of programmes. which donated outdoor advertising space worth over £350,000. We also Most important to this audience development strategy was our campaign to received grants from John Lyon’s Charity and Osborne Clarke to develop an promote The art of the poster exhibition. The effectiveness of this campaign accompanying educational programme. was recognised by winning ‘Best Marketing Campaign’ in the Museums and Heritage Awards for Excellence 2009. New learning resources to promote skills and careers in the transport industry to school-age children were made possible by a Luke Rees-Pulley Charitable Trust grant of £30,000. In addition, public access to the Museum’s library and collections housed at the Depot will now be significantly improved thanks to a grant from DCMS/Wolfson Foundation Museums and Galleries Improvement Fund of £44,000.

The Museum also raised funds through its annual fundraising dinner, which was attended by nearly 400 transport industry guests and included Boris Johnson, Mayor of London, and Peter Hendy, Commissioner of TfL, as guest speakers.

38 Income and support 39 Volunteers The Museum relies heavily on the many volunteers who provide their time, skills and expertise to a variety of departments. In 2008/09, 160 individuals gave their time to support Museum activities. Areas of involvement included the library, guided tours, working with the collections, oral history projects, photo library and the Acton Miniature Railway. During the period, a phenomenal 6900 hours were contributed by the volunteers. We aim to build on this achievement and develop our volunteer base even further in future.

In addition, significant support was given to the Safety & Citizenship programme by Volunteer School Liaison Officers drawn from across TfL and allied transport companies. The VSLOs provide invaluable real-life experience of the transport network and are a major part of the programme’s success.

London Transport Museum Friends Many of our volunteers are members of the London Transport Museum Friends, a charitable organisation established ‘for the advancement of public education in the history of transport’, in particular by assisting and encouraging the work and activities of the Museum. The Friends provide valuable expertise, knowledge and enthusiasm, as well as financial support to the Museum. Thanks to the Friends’ generosity, the Museum was able to purchase a number of significant items for the collection between 1 April 2008 and 31 March 2009, as well as fund ongoing restoration projects.

Corporate supporters The Museum believes in establishing relationships that work hard to achieve the business needs of both the Museum and our partners. Corporate membership offers networking opportunities such as our annual Covent Garden dinner, members’ receptions and our series of Thought Leadership debates. It also includes free or discounted use of the Museum’s unique galleries, state-of-the- art Cubic Theatre and stylish board room, as well as free entry to the Museum for company employees.

40 Income and support 41 Corporate members Sponsors and donors LTM is grateful to the following companies for their support and generosity to The Museum would like to thank the following organizations for their the Museum in 2008/09 generous support

Leader Member Honorary Major funders EDS Donors ALSTOM Transport* Atkins 4-Rail Transport for London Eversheds* Biffaward – a Landfill Angel Trains Capgemini Clear Channel* Heritage Lottery Fund FirstGroup UK Bus* Communities Fund Arriva London Citylink Telecommunications* Hammonds Energy Saving Trust Major supporters Bombardier Transportation UK Continental Automotive Hyder Consulting UK* Foresight, Government Office for Science East London Bus Group Cubic Transportation Systems* DCMS /Wolfson Foundation The Go-Ahead Group Museums and Galleries Garfield Weston Foundation FirstGroup UK Bus* Deloitte* Macquarie Group* Improvement Fund John Lyon’s Charity Halcrow Group EDF Energy Powerlink Mercedes-Benz buses and London Transport coaches Herbert Smith* FP Herting & Son Museum Friends Small donors Metroline* Freshfields* Luke Rees-Pulley Driver National Express UK Coutts Mott MacDonald Charitable Trust Network Rail* The Fishmongers’ Company Capital & Counties CG Ltd SGS UK Principal sponsor NSL Services Group The Goldsmiths’ Company Covent Garden London* Telent Technology Services Optare UK Osborne Clarke EnterpriseMouchel* Wates Construction Tube Lines* Orange Eversheds* Exhibition sponsor Sponsors The Go-Ahead Group Associate Parsons Brinckerhoff American Express Ringway Jacobs* Ashurst* Alexander Dennis Peek Traffic* Sacker & Partners Bircham Dyson Bell* ALSTOM Transport* Renaissance London Advertising support Arriva London Westinghouse Rail Systems Birse Metro Ringway Jacobs* Clear Channel* Canary Wharf Group* Axon Solutions SAP (UK) Freight Transport Association Capita Skanska McNicholas Heathrow Express CBS Outdoor Stagecoach London Hyder Consulting UK* Compak Ramps Thales* KPMG Conran Design Group Toyota (GB) Lounsdale Electric Corus Transdev Mane Contract Services Cubic Transportation Volvo Bus Systems* Metroline* Wrightbus Docklands Light Railway YJL Infrastructure* East London Bus Group

* Thank you to companies who purchased tables at our 2008 Covent Garden dinner and auction. Thanks also to Amey, Balfour Beatty, CSC, London Overground Rail Operations, McKinsey & Company, Serco Integrated Transport and Siemens Traffic Solutions who also bought tables.

42 Income and support 43 Performance review

Charitable activities Finance LTM’s performance since reopening has been strong in all three areas of In 2008, London Transport Museum changed its status from a Transport charitable activity. Despite the economic downturn, the Museum welcomed for London department to a registered charity incorporated as a subsidiary over 300,000 visitors to its Covent Garden and Acton Depot locations during TfL company limited by shares. Under a Transfer Scheme agreement with 2008/09 and there were 900,000 unique visitors to our new online museum. Transport for London, the operation of the Museum, £28.7m of fixed assets Our education and engagement work saw 24,000 school-age children at the and £0.6m of retail stock passed to London Transport Museum Limited at Museum galleries. A further 137,000 pupils experienced the Safety & Citizenship nil consideration. The fixed assets have been set aside in a designated fund programme at their schools. The high quality of the Museum’s heritage and and the sale of the stock allowed the Museum’s retail operation to generate collections work led to the award of full accreditation by the Museums, Libraries profits that have been placed in a fund for future repairs and development. and Archives Council on 25 September 2008. Furthermore, the curatorial team’s As a charity, the Museum’s core operations are supported by an annual grant first major exhibition since reopening, The art of the poster, attracted 45,525 from Transport for London and supplemented with income generated through visitors during its six-month run. The exhibition generated additional revenue admissions, retail and trading activities, and grants and donations. During the from book sales, talks and events amounting to over £20,000 and had a media 2008/09 period, the Museum supplemented its TfL grant of £5.47m with reach of over 50 million which helped boost the Museum’s profile and attract income from admissions, retail and trading amounting to £3.9m. In addition, new audiences. the Museum received £2.1m in other grants and donations to support its

Museum and Depot visitors Education visits to the Museum charitable activities. The Museum spent £12.8m in the year, of which £1.8m was in support of the commercial trading operation. The majority of the 302,122 23,619 expenditure, over £10m, related to the Museum’s charitable activities.

300,000 22,500 As a newly established charity without ready access to capital funds,

0k 50k 100k 150k 200k 250k 300k 350k 0k 5k 10k 15k 20k 25k the Trustees have set a target range for reserves of between £1m–£2m. Given the current economic climate, the Trustees intend to build up the

Pupils seen by the Safety & Citizenship programme Unique visits to the Museum website reserves to the target level slowly and progressively, in stages consistent with the Museum’s overall financial position and its need to maintain and 136,912 918,214 develop its charitable activities. At 31 March 2009, the Trustees designated

100,000 800,000 an initial £500,000, drawn from the profits of commercial trading, in a Museum Development Fund. 0k 30k 60k 90k 120k 150k 0k 200k 400k 600k 800k 1000k

Actual Target

44 Performance review 45 Statement of accounts

Consolidated statement of financial activities Balance sheet Including income and expenditure account

As at 31 March 2009 As at 31 March 2009

Unrestricted Restricted Total Funds Funds Funds £000s £000s £000s £000s Incoming resources Tangible Fixed Assets 27,609 Incoming resources from generated funds Voluntary income: Current Assets Transfer of assets from TfL 28,834 - 28,834 Stock 682 Core grant 5,471 - 5,471 Debtors 886 Other donations 820 - 820 Cash 1,529 35,125 - 35,125 3,097 Activities for generating funds 2,851 3 2,854 Investment income (bank interest) 65 - 65 Creditors: amounts falling due within one year (2,402) Incoming resources from charitable activities Net Current Assets 695 Education and engagement 1,346 346 1,692 Access and museum operations 1,018 161 1,179 Net Assets 28,304 Heritage and collections 4 213 217 2,368 720 3,088 Represented by Total incoming resources 40,409 723 41,132 Restricted funds 45 Resources expended Called up share capital - Cost of generating funds Designated funds: Cost of generating voluntary income 597 3 600 Fixed assets and buildings 27,609 Commercial trading operations 1,775 - 1,775 Pre-charitable liabilities 135 2,372 3 2,375 Museum development 500 General fund 15 Cost of charitable activities Education and engagement 3,498 301 3,799 28,259 Access and museum operations 3,953 161 4,114 Heritage and collections 2,262 213 2,475 28,304 9,713 675 10,388 Governance costs 65 - 65 Total resources expended 12,150 678 12,828 Net incoming resources before transfers 28,259 45 28,304 Gross transfers between funds - - - Net movement of funds in year 28,259 45 28,304 Reconciliation of funds Total funds carried forward 28,259 45 28,304

The statement of financial activities includes all gains and losses recognised in the period. All incoming resources and resources expended derive from continuing activities.

46 Statement of accounts 47 Public programme

The Museum offers a wide range of exhibitions and programmes that cater to Activities and events

London’s diverse community. Below is a selection of the events and activities LTM Presents: Friday Lates Friday evening events that our visitors took part in during 2008/09: Brief Encounter screening Vivienne Westwood, Manifesto BBC Arena Cab Driver screening Exhibitions Halloween: Mind the Ghost Exhibitionists Art Night Last Stop Drive, Ride, Walk Promotion in Motion: Advertising on the The Routemaster Rocks Underground Past Present and Future Ealing Library storytelling The art of the poster: A century of design Every Object Tells a Story object-handling session New Bus for London Social Surfers computer skills activity Bizarre Buses craft activity 1a Children’s Centre storytelling Talks, debates and lectures Our Stories touring community exhibition Survive or Thrive? Urban Choices for the 2050s debate Underground Style on the Piccadilly line tour Pop goes the Routemaster with Travis Elborough talk Routemaster Tour with Joe Kerr tour A Pioneering Eco-City talk Cab Driver (dir. Zimena Percival) film Building for the Future with Wayne Hemingway lecture Knowledge Quiz with Derek O’Reilly quiz The Roundel and the London Transport Poster Collection talk A1 Centre digital story-making project Fantasy Piccadilly line with Nils Norman talk Black History Month community events Frank Pick Legacy talk Sense of Place walking trail Pictorial Posters at the Turn of the 20th Century talk Sense of Place contemporary collecting project My Father and Graphic Design talk National Year of Reading storytelling Fashioning the Tube Posters and the New Consumers talk The Big Draw drawing activities Artist Simon Patterson talk We are the Champions storytelling Pictures with a Sting: Interwar Modernist Posters talk We Built this City craft session Richard Wentworth in Conversation with Emily King talk Our Stories touring community exhibition The Intelligent City: The New Publicity and Design Reform talk Powerful Posters drawing activities Selling the Underground Suburbs talk Be Safe Week storytelling Art for All? The Public Response to Underground Posters talk Team Read with Westminster Libraries reading event New Bus for London Designer Showcase talk Cultural Olympiad open weekend

continued…

48 Public programme 49 Trustees and advisors

Activities and events (continued) Board of Trustees Audit Committee Principal Bankers Sir David Bell Roger Cooke HSBC Kipper’s Birthday Party family event Chair Chair 8 Victoria Street London SW1H 0NJ Biggest Brightest London children’s activities Robert Ian Arthurton Sir David Bell Bus Bonanza craft activities Roger Cooke Leon Daniels Auditors Don’t Let the Pigeon Drive the Bus theatre show Leon Daniels KPMG LLP Company Secretary Be Safe Week Safety & Citizenship activities Jeremy Fraser 1 Forest Gate from 03/09/08 Howard Carter Brighton Road Acton Carnival family event Judith Garfield Ellen Howard Crawley Amersham Heritage Day heritage day West Sussex RH11 9PT Glenn Lyons Directors of London Shoreditch Festival family event Timothy O’Toole* Transport Museum Principal Legal Advisers Textiles Project in Ealing Central Library community activity to 30/04/09 (Trading) Limited TfL In-House Legal Department Valerie Todd* In the Studio film Christopher Gilbert 6th Floor Windsor House to 11/01/09 Reversing the Process craft project Samuel Mullins 42–50 Victoria Street Janet Vitmayer London SW1H 0TL Randeep Sidhu TfL LGBT Staff Network museum visit David Wetzel* Farrer & Co. National Science and Engineering Week science and engineering activities to 02/06/08 Michael Walton 66 Lincoln’s Inn Fields David Worthington in collaboration with Brunel Museum David Worthington London WC2A 3LH 1a Children’s Centre at Acton Depot filming day from 11/03/09 Community Forum networking evening Samuel Mullins Chief Executive Platform in Focus youth photography project Secrets of the Depot design project Camden Debating Challenge debate TfL 500 Engineering Career Days engineering career days Lambeth Academy Engineering Diploma project engineering diploma project

Heritage vehicle outings

1938 Tube Train outing Bow Garage Centenary Northern line 70th Potters Bar Garage Gravesend public running day Worcester public running day Dorking and Guilford running day Amersham public running day Southend running day

* Nominee of Transport for London

50 Trustees and advisors 51 The art of the poster exhibition was praised by Spectator magazine as a ‘real oasis among the alarms and excursions of London today’.

03 Yearbook 2008/09 London’s journey – past, present and future – past, present journey London’s

London Transport Museum Yearbook 2008/09