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The Impacts of the European Capital of Culture Final Research Report Valletta 2018

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The Impacts of the European Capital of Culture Final Research Report Valletta 2018 The Impacts of the European Capital of Culture Final Research Report Valletta 2018 c. Valentina Quintano/Altofest Malta VALLETTA 2018 Final Research Report European Capital of Culture CONTENTS 2018 CONTENTS INTRODUCTION CULTURAL & TERRITORIAL VIBRANCY THEME 01 GOVERNANCE & FINANCE THEME 02 COMMUNITY INCLUSION & SPACE THEME 03 THE TOURIST EXPERIENCE THEME 04 THE VALLETTA BRAND THEME 05 CONCLUDING REMARKS CONTRIBUTORS VALLETTA 2018 Final Research Report INTRODUCTION Valletta was ofcially awarded the title of Nonetheless, the Valletta 2018 Foundation European Capital of Culture 2018 in May 2013 established a research department within following a rigorous bidding process which its ranks with the precise aim of establishing promised a ECoC title whereby “culture is the a framework through which these impacts overriding force in building individual creative could be gauged, analysed and understood. careers, promoting our well-being, and in With little local literature or experience to fostering our communities’ international guide this undertaking, the first challenge and intercultural outlook” (Valletta 2018 Bid was to identify the metrics by which the Book). The Foundation’s Bid Book outlined impacts of the European Capital of Culture the title’s intention to establish a long-lasting title would be measured. legacy that “will alter the cultural and social landscape of Malta dramatically and The various perceived impacts were sustainably”. condensed into five themes, namely (i) Cultural & Territorial Vibrancy; (ii) Governance Although the ECoC year itself was ofcially & Finance; (iii) Community Inclusion & Space; inaugurated on 20th January 2018, its (iv) The Tourist Experience; and (v) The Valletta efects arguably permeated Malta’s cultural Brand. A longitudinal research plan was and social life long before that. Trying to created around these themes, establishing understand the true impacts of a project a number of relevant studies within each of the scale of the European Capital of theme, selecting key methodologies, and Culture is no mean feat. This is particularly identifying research partners, thereby setting true within the Maltese context, whereby out the process for the subsequent years. a cultural project of this magnitude was unprecedented and where impact research into culture and the arts is still in its infancy. European Capital of Culture INTRODUCTION 2018 It was agreed that the research plan would The public entities forming part of the span the period of 2015-2018, with final Steering Committee were: (i) National results from each study presented in 2019. Statistics Ofce; (ii) Malta Tourism Authority; With 2015 acting as a baseline year, this (iii) Jobsplus; and (iv) Economic Policy timeline allowed for a detailed insight into Department in the Ministry of Finance, the changes taking place in the run-up to whereas various independent researchers the ECoC title and during the title year itself. were appointed bassed on their expertise within the following areas: (i) Cultural In 2014, the Valletta 2018 Foundation Programme; (ii) Branding; (iii) Sociology; (iv) appointed a number of independent Built Environment; (v) European Identity. researchers to design and carry out the studies within the research plan. Together The studies presented within this report are with representatives from a number of the result of this extensive research process, public entities, these researchers formed the outlining the legacy of the ECoC title across Evaluation & Monitoring Steering Committee, various spheres. These results, published a multidisciplinary team that led the research only a few short months after the end of the process throughout the subsequent years. ECoC year, aim to inform further research and cultural activity that will continue to build a sustainable legacy after Valletta 2018. VALLETTA 2018 Final Research Report European Capital of Culture 2018 c. Elyse Tonna VALLETTA 2018 Final Research Report THEME 01 CULTURAL & TERRITORIAL VIBRANCY Valletta Participation Survey | 06 National Statistics Ofce A Comprehensive Analysis of the Valletta 2018 Cultural Programme | 28 Daniela Blagojevic Vella with Vikesh Godhwani The Impact Of Valletta 2018 On The European Identity Of The Maltese Population | 42 Dr Marcello Carammia and Dr Marie Briguglio with Mr Gilmour Camilleri Audience Profiling Report | 64 Steve Mangion, Valletta 2018 Foundation Concluding Remarks | 81 European Capital of Culture CULTURAL & TERRITORIAL VIBRANCY 2018 c. Tümer Gençtürk VALLETTA 2018 Final Research Report c. Daniel Cilia European Capital of Culture CULTURAL & TERRITORIAL VIBRANCY 2018 INTRODUCTION Cultural and Territorial Vibrancy investigated Finally, the study carried out by Dr Marcello the impacts of the ECoC title on the various Carammia examines individuals’ sense of forms of cultural participation within Malta, European identity throughout the Valletta and the extent to which the Valletta 2018 2018 process, looking into changes in the Cultural Programme is addressed issues degree of trust and closeness to European related to cultural engagement, community and National institutions through a series involvement within cultural activities, and of quantitative surveys and qualitative focus skills development. group sessions. This strand was formed of various studies. These are complemented by an audience The Valletta Participation Survey, carried pro ling study carried out by the Valletta out by the National Statistics O ce, provides 2018 Foundation, which highlights a crucial information on the degree to which number of particular traits identi ed amongst various groups and individuals participate the audiences that attended Valletta in cultural activity taking place in Valletta, 2018-related activities. and identifying the push and pull factors which encourage or discourage further Together, these three studies present a participation. comprehensive overview of the current cultural participation and the ways in which A second, related study, being carried out by Valletta 2018 in uenced and encouraged Daniela Blagojevic Vella, analyses the Valletta further involvement within cultural activity 2018 Cultural Programme in detail, examining and greater participation within artistic, social how this is devised and implemented, and and civic processes. re ecting upon its e ectiveness in fostering international collaboration and community participation in cultural activity. VALLETTA PARTICIPATION SURVEY National Statistics Ofce INTRODUCTION The scope of the Valletta Participation Survey (VPS) was to measure the level of participation and interest of the population of Malta and Gozo in cultural activities organised in Valletta as well as their participation in activities organised as part of the Valletta 2018 cultural programme. This survey also provided information on the prevailing perceptions regarding the city of Valletta and to identify and analyse people’s feedback on various issues concerning the strategy of Valletta 2018. Having been carried out for five consecutive years, the VPS also provides a time-series of if and how people’s attitudes, perceptions and attendance patterns changed along these five years. METHODOLOGY Methodology: Sampling and population coverage The target population for this survey involved persons aged 16 years and over, living in private households in the Maltese islands. Every district in Malta was equally covered; however, there was oversampling for Valletta. The selection of the sample was made through stratified random sampling based on three variables, namely sex, age group and district. If we consider the last VPS sample used for the survey which was carried out in May 2018, the targeted population was estimated to be 368,963, as can be seen in Tables 1 and 2. Table 1: Population distribution by sex and age group: 2018 Age Males Females Total Group Number of Number of Number of % % % persons persons persons 16-24 23,352 12.7 22,983 12.4 46,335 12.6 25-44 66,432 36.0 62,114 33.6 128,546 34.8 45-64 56,253 30.5 55,529 30.1 111,781 30.3 65+ 38,254 20.8 44,046 23.9 82,300 22.3 Total 184,290 100.0 184,672 100.0 368,963 100.0 7 Table 2: Population distribution by district or locality: 2018 District or locality Males Females Total Number of Number of Number of % % % persons persons persons Southern Harbour 31,781 17.2 31,276 16.9 63,057 17.1 (excluding Valletta) Valletta 2,269 1.2 2,383 1.3 4,653 1.3 Northern Harbour 55,534 30.1 56,023 30.3 111,557 30.2 South Eastern 27,787 15.1 27,997 15.2 55,784 15.1 Western 24,664 13.4 24,467 13.2 49,131 13.3 Northern 28,895 15.7 28,585 15.5 57,480 15.6 Gozo and Comino 13,360 7.2 13,941 7.5 27,301 7.4 Total 184,290 100.0 184,672 100.0 368,963 100.0 As can be seen in Table 3, the net sample of persons interviewed was of 1,008 for the May 2018 wave. Of these, 771 were selected randomly from all over Malta, with the exception of Valletta. The rest, that is 237, were selected from Valletta. As in the case of all the VPS waves from 2014 onwards, the oversampling of Valletta residents ensured the production of good quality statistics for this locality. Table 3: Sample distribution by district or locality: 2018 District or locality Males Females Total Number of Number of Number of % % % persons persons persons Southern Harbour 59 12.0 65 12.6 124 12.3 (excluding Valletta) Valletta 117 23.7 120 23.3 237 23.5 Northern Harbour 65 13.2 64 12.4 129 12.8 South Eastern 63 12.8 73 14.2 136 13.5 Western 66 13.4 67 13.0 133 13.2 Northern 62 12.6 60 11.7 122 12.1 Gozo 61 12.4 66 12.8 127 12.6 Total 493 100.0 515 100.0 1,008 100.0 8 Methodology: Data Collection and response rates The survey was launched on the 14th May 2018. The data collection process took two weeks and was concluded on the 31st May 2018.
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