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Visitor Attraction Monitor Report 2014 Scottish and Galleries

May 2015

Museums Galleries : 2014 Visit Estimates for Scotland’s Museums and Galleries Sector

Summary Report

Prepared by: Marina Martinolli Research Project Manager Moffat Centre for Travel and Tourism Business Development Caledonian University Cowcaddens Road Glasgow G4 0BA

CONTENTS

EXECUTIVE SUMMARY ...... 1

VISITS FIGURES ...... 2 2.1 Visits by Admission Type 2014 ...... 2 2.2 Average Visitor Numbers per Month 2014 ...... 3 2.3 Adult & Child Visitation 2014...... 4 2.4 School Visits 2014 ...... 5 2.5 Visits by Geographical Origin 2014 ...... 6 2.6 Impact of Major 2014 Events on Visit Figures ...... 8 INCOME AND REVENUE ...... 9 3.1 Admission 2014 ...... 9 3.2 Adult and Child Admission Charges 2014/2013 ...... 9 3.3 Admission Charge Discounts 2014 ...... 10 3.4 Revenue Trends ...... 10 3.5 Income Sources 2014 ...... 12 MARKETING ...... 16 4.1 Marketing Activities 2014...... 16 4.2 Average Marketing Budget 2014 ...... 16 4.3 Web & Social Media 2014 ...... 16 4.4 Web & Social Media Frequency of Updates 2014 ...... 17 TOURISM RELATED EMPLOYMENT ...... 19

ECONOMIC CALCULATIONS ...... 21 6.1 Estimated Direct Revenue Income ...... 21 6.2 Estimated Indirect Impacts ...... 23 6.3 Estimated Induced Impacts ...... 23

EXECUTIVE SUMMARY

Museums Galleries Scotland commissioned the Moffat Centre for Travel and Tourism Business Development, Glasgow Caledonian University to undertake this study. This study follows on from the first study Realising the True Impact of Museums and Galleries on Tourism which was published in 2005. Updated studies were carried out using 2007, 2008, 2010, 2011 and 2012 data. This study presents findings based on 2014 data, with some comparisons with 2013 and/or 2012 data. The Moffat Centre undertakes the annual Visitor Attraction Monitor (VAM). The 2014 VAM report is based on 696 responses to an industry facing self-complete questionnaire survey which was distributed to 855 visitor attractions in Scotland. It is the definitive source of 2014 data on attendance to visitor attractions and provides the basis for the estimated calculations contained within this report. Of the 855 attractions known to be open in 2014, over half (460) were museums and galleries. Of the responding 696 attractions to the survey, 323 were museums and galleries. Scotland’s museums and galleries welcomed an estimated 27.65million1 visits in 2014. By Moffat Centre’s calculations, they were responsible for approximately 3,552 tourism related jobs. In 2014 museums and galleries generated an estimated £71.06million in direct and £39.79million in indirect revenues. Total induced economic impact of and galleries in 2014 was an estimated £890.88million.2

1 Based on data supplied by attractions participating in the Moffat Centre 2014 Visitor Attraction Survey and averages based on this data. 2 Based on the amount of additional output generated in the economy by the sector. The impacts both induced and indirect create demand for other services and products such as transport, accommodation, food and beverage.

1 VISITS FIGURES

This section of the report presents 2014 visits figures for the responding paid and free 323 museums and galleries. As a means of gaining a fuller figure for visits to all Scottish museums and galleries in the population frame, a calculation was made to estimate the visits figures to 460 museums and galleries. This involved adding figures from 2014 data and previous years in addition to estimating for museums and galleries which had never completed returns.

2.1 Visits by Admission Type 2014 For the responding museums and galleries, 57% were free entry and 43% were paid entry, a fairly even split (see table 2.1). However, the visit numbers to free museums and galleries were almost three times the number to paid museums and galleries in 20143.

Table 2.1: Visit Figures by Entrance Type 2014 Museums and Galleries All Attractions Admission n Visits n Visits Free 185 17 641 111 338 40 544 344 Paid 138 6 108 671 358 15 689 756 Total 323 23 749 782 696 56 234 100

Table 2.2: Calculated Visit Figures for all Scottish Museums and Galleries n Visits Free entry Museums Known visits 2014 185 17 641 111 Unknown 2014, known past visits (figures added from previous years) 57 539 123 Unknown past visits (no data provided) 26 2 479 291 Total Free 268 20 659 525 Paid entry Museums Known visits 2014 138 6 108 671 Unknown 2014, known past visits (figures added from previous years) 48 615 710 Unknown past visits (no data provided) 6 265 594 Total Paid 192 6 989 975 All Museums and Galleries 460 27 649 500 (See Appendix 2 for details of calculations)

As a means of gaining a more comprehensive figure for visits to all Scottish museums and galleries in the population frame, a calculation was made to estimate the visits figures to all 460 museums and galleries. This involved adding visits figures from the 2014 data and previous years in addition to estimating for those museums and galleries which had never completed survey returns. This was done for both free and paid museums and galleries separately and the totals added together to arrive at an overall estimation (see table 2.2;

33 Larger museums including National Museums Scotland and are free entry which will affect the proportions for the sub-samples.

2 Appendix 1). These calculations gave an estimate for visit figures to 460 museums and galleries in 2014 of 27 649 500. When comparing the estimated 2014 total of 27.65 million against the estimate of 24.43 million visits in the 2012 report, an increase of 13.2% is suggested. However, it should be noted that the sample used for 2014 was increased from 437 to 460. A number of new attractions were included and the population frame was adjusted to include those attractions which had been temporarily closed in 2012.

2.2 Average Visitor Numbers per Month 2014 Table 2.3 presents the average visitor numbers per month and per calendar year for each participating museum and gallery that provided monthly data in 2014 (n=286). Table 2.3: Average visitor numbers per month and for calendar year 2014 2014 Average monthly Months visits Common sample 286 January 3 567 February 4 291 March 4 953 April 7 422 May 7 423 June 7 415 July 10 113 August 10 898 September 6 837 October 6 257 November 4 253 December 3 891 Calendar Year Avg. 77 320 Monthly Average 6 443

The calendar year average for 2014 was 77,320.4 Monthly average visits peaked during the summer months of July and August in 2014 for museums and galleries (See figure 2.1 for graphical illustration of this peak). Although the quietest times of year on average, museums still received an average of over 3 thousand visitors in January 2014 and December 2014. It should be noted that not all museums and galleries offer year-round operation; some smaller museums in particular close to visitors over the winter months.

4 This figure includes only those museums and galleries which submitted monthly visits figures for 2014.

3 Figure 2.1 Origin of visits to Museums and Galleries in 2014.

2.3 Adult & Child Visitation 2014 Figures were provided by visitor attractions for the proportion of visits made by adults and children. A sub-sample of museums and galleries (see table 2.4) provided this information. Overall museums and galleries reported just over one fifth of visits as child visits (21.7%) and just under four fifths as adult visits (78.3%). These proportions hardly differ compared to the sample of visitor attractions as a whole (21.2% child; 78.8% adult). There was little difference in this breakdown of adults and children between paid entry and free entry museums, although those which were free reported a slightly higher proportion of child visits (23.6%) than those which were paid entry (18.9%). Taking the proportions in our achieved museums and galleries sample, we can estimate 21.6 million visits were made by adults and 6 million by children to museums and galleries in Scotland in 2014 (see table 2.5).

4 Table 2.4: Visits by Adults and Children 2014 Adults Children All Proportion Proportion Admission n Visits Visits Total (%) (%) Museums and Galleries Free 99 76.4 7 590 983 23.6 2 344 859 9 935 842 Paid 68 81.1 1 058 486 18.9 246 675 1 305 161 All 167 78.3 8 801 705 21.7 2 439 298 11 241 003 All Attractions Free 163 76.0 13 599 573 24.0 4 294 602 17 894 176 Paid 155 81.8 4 611 749 18.2 1 026 086 5 637 835 All 316 78.8 18 543 224 21.2 4 988 786 23 532 011

Table 2.5: Calculated Adult and Child Visits for all Scottish Museums and Galleries 2014 Adults Children All Proportion Proportion Admission n Visits Visits Total (%) (%) Free 268 76.4 15 783 877 23.6 4 875 648 20 659 525 Paid 192 81.1 5 668 870 18.9 1 321 105 6 989 975 All 460 78.3 21 649 559 21.7 5 999 942 27 649 500 (See Appendix 2 for details of calculations)

2.4 School Visits 2014 For the 168 museums and galleries which provided figures for their school visits, we ascertained 2.3% of their total visits were school visits (see table 2.6). Although under a tenth of total visits for both, these visits made up a lower proportion for free entry (1.5%) than for paid entry (8.8%) museums and galleries. The share of visits from schools for visitor attractions was similar to museums (1.9%) (n=291). Similar to the sub-sample of museums, there were higher proportions of school visits within their total visits to paid entry than free attractions. In terms of the actual numbers of visits by school children, the responding museums and galleries had 1 897 for 2014 on average. This compares to an average of 1 377 school visits per attraction. Calculations were also completed for school visits to give estimations for school visits to paid, free and all 460 museums and galleries in the population frame (see table 2.7). In 2014 marginally more than 300 thousand visits were made by schools to free entry museums and galleries and over 612 thousand visits to those with paid admission. The estimated number of school visits to Scottish museums and galleries was approximately 633 thousand in 2014.

5 Table 2.6: School Visits School Visits as a Admission n School Visits Total visits Proportion of Total Visits (%) Museums and Galleries Free 110 180 310 12 334 246 1.46 Paid 58 138 377 1 579 871 8.76 Total 168 318 687 13 914 117 2.30 All Attractions Free 162 249 680 25 376 275 0.98 Paid 129 339 482 6 370 525 5.33 Total 291 589 162 31 746 800 1.86

Table 2.7: Calculated School Visits for all Scottish Museums and Galleries School Visits as a Admission n School Visits Total visits Proportion of Total Visits (%) Free 268 302 014 20 659 525 1.46 Paid 192 612 235 6 989 975 8.76 Total 460 633 280 27 649 500 2.30 (See Appendix 2 for details of calculations)

2.5 Visits by Geographical Origin 2014 123 Museums and galleries provided the proportion of visits originating from the local area (within one hour’s drive), elsewhere in Scotland, elsewhere in the UK and outside the UK (see table 2.8). For all museums and galleries the proportions of visits decreased as the geographical area widened. The greatest percentage of visits originated from the local area (32.7%), then elsewhere in Scotland (29.1%), elsewhere in the UK (21.5%), and the remainder from overseas (16.7%) (see figure 2.2 for graphical illustration). The proportion of domestic tourist visits was just over half of all visits (50.6%).5

The breakdowns of visits by geographical origin were quite similar between paid and free entry museums and galleries. On the one hand, the paid museums and galleries reported a higher proportion of domestic tourism visits (60.2%) than free entry (45%). On the other hand, the paid museums and galleries reported a lower proportion of non-domestic tourism visits (13.8%) than free entry ones (18.4%).

From the existing proportions, visits were calculated for all 460 museums and galleries (see table 2.9). Calculations suggest 14 million domestic tourism visits and approximately 4.6 million overseas visits for the whole sector in 2014.

5 Domestic tourists are taken to be visits from outside the local are but within the UK.

6 Figure 2.2 Origin of visits to Museums and Galleries in 2014.

Table 2.8: Origin of Visits to Museums and Galleries 2014 (n=123) Free Paid All Origin % Visits % Visits % Visits Local 36.6 3 286 724 26.0 347 642 32.7 3 373 726 Other 26.5 2 379 732 33.5 447 924 29.1 3 002 306 Scotland England, N.I & 18.5 1 661 322 26.7 357 002 21.5 2 218 199 Wales Overseas 18.4 1 652 342 13.8 184 518 16.7 1 722 973 Total 100.0 8 980 120 100.0 1 337 086 100.0 10 317 206 Domestic 45.0 4 041 054 60.2 804 9260 50.6 5 220 505

Table 2.9: Calculated Origin of Visits for all Scottish Museums and Galleries 2014 Free Paid All Origin % Visits % Visits % Visits Local 36.6 7 561 386 26.0 1 817 394 32.7 9 041 387 Other 26.5 5 474 774 33.5 2 341 642 29.1 8 046 005 Scotland England, N.I & 18.5 3 822 012 26.7 1 866 323 21.5 5 944 642 Wales Overseas 18.4 3 801 353 13.8 964 617 16.7 4 617 466 100. Total 0 20 659 525 100.0 6 989 976 100.0 27 649 500 Domestic 45.0 9 296 786 60.2 4 207 965 50.6 13 990 648 (See Appendix 2 for details of calculations)

7 2.6 Impact of Major 2014 Events on Visit Figures 223 Museums and galleries provided an opinion of the impact on visitor numbers of any of 3 different events in 2014. These were Homecoming 2014, the Commonwealth Games and The Ryder Cup. As indicated in Figure 2.3, one quarter of responding museums and galleries reported a positive perceived impact of Homecoming 2014 and the Commonwealth Games on their visitor numbers in 2014. There were cases of respondents who considered events to have a negative impact on visit figures, as much as 15% regarding the Commonwealth Games. The vast majority of museum and galleries indicated in this survey that each of these 3 events had no perceived impact on their visitor figures for the year. However it is likely that responses to this question were influenced by their views of the events themselves, their awareness of visitor motivations and proximity to events (e.g. Ryder Cup was based in Gleneagles).

Figure 2.3 Events Impact 2014

Table 2.9: Events Impact 2014 Events Positive Negative No impact n %n % n % Homecoming 2014 53 24.7 5 2.3 157 73.0 Commonwealth Games 55 25.0 33 15.0 132 60.0 Ryder Cup 17 7.9 6 2.8 192 89.3 Note: Percentages read horizontally

8 INCOME AND REVENUE

This section presents analysis on income and revenue within Scottish museums and galleries.

3.1 Admission 2014 Of the 323 participating museums and galleries, 138 charged for admission, 42.7% of the sample (see table 3.1). This compared to all responding VAM attractions, where 51.4% charged for paid admission in 2014. See table 3.1 below.

Table 3.1: Admission Type 2014 Museums and Galleries All Attractions Admission n % n % Free 185 57.3 338 48.6 Paid 138 42.7 358 51.4 Total 323 100.0 696 100.0

3.2 Adult and Child Admission Charges 2014/2013 Of the 138 museums and galleries respondents with paid admission, 132 gave entrance charges for both 2014 and 2013. Average admission charges increased marginally from 2013 to 2014 for both adults and children (see table 3.2).

Table 3.2: Comparative Analysis for Museums and Galleries, Adult and Child Admission Charges 2014/2013 Museums and Galleries 2014 2013 % change 14/13 Common sample 132 Avg Adult Admission Charge £6.30 £6.20 +1.6 Avg Child Admission Charge £4.15 £4.09 +1.3

Table 3.3 includes all respondents to the VAM questionnaire. The average entrance charges were higher for visitor attractions as a whole than museums and galleries in particular. The rise in average entrance charge for adults was higher but, unlike museums and galleries, attractions as a whole the average entrance charge for children had dropped between 2013 and 2014 (4.1% decrease).

Table 3.3: Comparative Analysis for all attractions, Adult and Child Admission Charges 2014/2013 All Attractions 2014 2013 % change14/13 Commons sample 364 Avg Adult Admission Charge £6.67 £6.49 + 2.8 Avg Child Admission Charge £4.50 £4.69 - 4.1

9 3.3 Admission Charge Discounts 2014 Entrance charge discounts were offered by 80 of the responding museums and galleries sample, the majority (58%) of paid admission museums and galleries in 2014. Two fifths of all responding museums and galleries offered group discounts in 2014. Figure 3.1 shows the range and proportion of discounts offered in 2014. One quarter offered members/friends discounts on entrance charges. The ‘other’ category included special offers such as Groupon, Itison, Livingsocial and competitions via social media.

Figure 3.1 Discounts Offered on Admission Charges 2014

Note: respondents could select more than one answer, hence total % > 100%

3.4 Revenue Trends Respondents were asked for gross revenue movement in 2014 compared with 2013. 184 museums and galleries, just over half (56.9%) of responding sample, offered this information presented in the table 3.4. Figure 3.2 below shows the responses without the N/A responses included.

10 Figure 3.2 Gross Revenue Movement 2014/2013

Table 3.4: Gross Revenue movement 2014/2013 Museums and Galleries 2014/2013 Gross Revenue Movement n % % excluding N/A Down 37 20.1 24.5 Similar 40 21.8 26.5 Up 74 40.2 49.0 N/A 33 17.9 - Total 184 100 100

Those respondents who returned an ‘N/A’ response, 17.9% of the responding sample, either did not have commercial revenue generating facilities or were unwilling to share this information. Whether or not these N/A responses were included as valid answers, the highest proportion indicated revenue increased. This was still a minority of respondents at under half the sample. Those that indicated their revenue was similar to the previous year or had gone down made up similar proportions, approximately a quarter of respondents. Further analysis was undertaken to calculate the average trends for the responding museums and galleries when comparing 2014 with 2013 (see table 3.5).

Table 3.5: Average Gross Revenue trends 2014/2013 n=134 Museums and Galleries Average Gross Revenue Movement % Down -11.8 Up 29.0

Of those 134 museums and galleries which provided percentage trends for 2014, the average percentage increase in revenue was 29%, whilst the average decrease was -11.8% in 2014.

11 3.5 Income Sources 2014 Respondents were asked for their total admissions, catering, retail, donations and other income. Firstly, the average amounts generated by museums and galleries through these different income sources could be calculated. Secondly, the average income per visit from these sources was calculated. This data is presented separately for museums and galleries and all responding attractions in the following tables (see table 3.6- 3.10).

Table 3.6: Admissions Income 2014 Museums and Galleries Avg. Admission income per Total Avg. Admissions Admission n Visit income per site Free 4 £0.38 £138 638 Paid 76 £2.38 £54 945 Total 80 £1.47 £59 130

All Avg. Admission income per Total Avg. Admissions Admission n Visit income per site Free 11 £0.43 £78 920 Paid 165 £5.66 £219 661 Total 176 £4.40 £210 865 Note: The average admission income per visit for free and paid admission museums and galleries and also for all attractions, is to be used as an indication only and not intended as a robust representation of the average admissions income to free and paid museums and galleries attractions in Scotland as the sample sizes are so small.

Average admissions income per site/per visit is calculated using the data provided by responding museums and galleries attractions to the question 2.2 in the Visitor Attraction Survey (see Appendix 5) and not the actual admission entrance charges. The average admission income per visit will therefore differ from the average admission charges quoted in Table 3.2.

Of the 80 responding museums and galleries, the average admission spend per visit was £1.47 and they generated an average of £59 thousand per year from admissions (see table 3.6). Free museums and galleries still generated income from admissions as they are instances of charging for aspects of their service e.g. entry to temporary exhibitions.

Some 45 participating museums and galleries attractions gave data on catering spends (see table 3.7). The average catering spend per visit was £0.60, amounting to an average of approximately £88 thousand in income for the year. The figures for all attractions indicate that they had higher average annual income amounts from catering (£137 thousand) with almost double the income from catering per visit than the sub-sample of museums and galleries (£1.18).

12 Table 3.7: Catering Average Income 2014 Museums and Galleries Avg. Catering income per Total Avg. Catering Admission n Visit income per site Free 21 £0.43 £120 328 Paid 24 £2.08 £58 882 Total 45 £0.60 £87 557

All Avg. Catering income per Total Avg. Catering Admission n Visit income per site Free 36 £0.61 £125 519 Paid 61 £2.26 £143 401 Total 97 £1.18 £136 764

Table 3.8: Retail Average Income 2014 Museums and Galleries Avg. Retail income Total Avg. Retail Admission n per Visit income per site Free 68 £0.62 £73 485 Paid 49 £1.48 £27 569 Total 117 £0.70 £54 255

All Avg. Retail income Total Avg. Retail Admission n per Visit income per site Free 92 £1.19 £132 187 Paid 100 £4.16 £179 086 Total 192 £2.07 £156 614

Some 117 participating museums and galleries attractions gave retail spend data (see table 3.8). The average retail income per visit for all was £0.70 and they generated an average of £54 thousand from retail in 2014. The average retail income per attraction was much higher, at £157 thousand it appears to be triple the amount for the museums and galleries sub- sample. The average income generated per visit by attractions was £2.07.

Of the 104 responding museums and galleries, the average donation per visit was £0.23. This compares with all responding attractions where an average donation per visits was £0.30 in 2014 (see table 3.9). Museums and galleries generated an average of £14 thousand income through donations in 2014, lower than donations to attractions as a whole (£18 thousand).

13 Table 3.9: Donations Average Income 2014 Museums and Galleries Avg. Donations income Total Avg. Donations Admission n per Visit income per site Free 66 £0.22 £20 758 Paid 38 £0.31 £3 351 Total 104 £0.23 £14 398

All Avg. Donations income Total Avg. Donations Admission n per Visit income per site Free 80 £0.27 £22 412 Paid 57 £0.39 £12 136 Total 137 £0.30 £18 136

Table 3.10: Other Average Income 2014 Museums and Galleries Avg. Other income per Total Avg. Other Admission n Visit income per site Free 27 £0.84 £92 990 Paid 23 £2.12 £45 023 Total 50 £1.02 £70 925

All Avg. Other Spend Total Avg. Other Admission n income per Visit income per site Free 34 £2.49 £255 351 Paid 45 £2.32 £92 413 Total 79 £2.43 £162 539

Some 50 responding museums and galleries gave data on Other visitor spend (see table 3.10). This included income outwith admissions, catering, retail and donations e.g. facility hire, events, parking and private tours, held during regular opening hours. The average income from other sources for museums and galleries was £71 thousand in 2014 or £1.02 per visit, this compares with higher amounts of £162 thousand and £2.43 for all 79 responding attractions.

The average incomes from different sources per visit are shown in figure 3.3.

14 Figure 3.3 Average incomes per visit 2014

103 responding museums and galleries indicated additional income received from alternative income streams such as: grants, lottery funding, filming fees and events’ income in 2014. This was under half (40.6%) of all of the museums and galleries responding sample (see table 3.11).

Table 3.11: Additional Income 2014 Museums and Galleries Income n % Grants 46 44.7 Lottery Funding 29 28.2 Filming Fees 22 21.4 Events’ Income 53 51.5 Note: respondents could select more than one answer, hence total % > 100%

The percentage of responses is only for those museums and galleries respondents giving a positive response to the question on the 2014 VAM survey. Sources of grant income included: Museums Galleries Scotland (noted by 10 respondents), corporate trusts, EventScotland, Local Authorities and community trusts.

15 MARKETING

This section of the report explores the marketing activities of museums and galleries respondents in 2014.

4.1 Marketing Activities 2014 Respondents were asked if they undertook marketing activities. Some 297 museums and galleries responded, 92% of the total responding sample of museums and galleries (see table 4.1).

Table 4.1: Marketing Activities 2014 Marketing Activities n % Yes 284 95.6 No 13 4.4

Almost the entire responding sample undertook some form of marketing activity within their attraction. These activities, specified by responding attractions, included: leaflets, website, social media, posters, press advertising, what’s on listings, PR activities and Landmark Press.

4.2 Average Marketing Budget 2014 106 responding museums and galleries attractions supplied their marketing budget for 2014 (see table 4.2). Table 4.2: Average Marketing Budget 2014 n £ Free 56 15 964 Paid 50 12 877 Total 106 14 508

The average marketing budget in 2014 for each museum and galleries respondent was £14,508. There was a marginally higher average marketing budget for free admission museums and galleries in 2014, compared with paid admission sites.

4.3 Web & Social Media 2014 Operators were asked about their social media presence in 2014. 234 museums and galleries responded to any of the sub-parts to this question, 72.4% of the total museums and galleries sample of 323 (see table 4.3).

16 Table 4.3: Web & Social Media Yes % No % n n Website 162 95.9 7 4.1 Facebook 168 75.3 55 24.7 Flickr 31 17.1 150 82.9 Twitter 115 55.3 93 44.7 Youtube 35 19.1 148 80.9 Note: proportions were calculated based on valid responses (yes or no) to each sub-section of this question.

The vast majority of museums and galleries estimated they had a website but 4% did not (see figure 4.1) Three quarters of museums indicated they used Facebook (75%) and over half used Twitter (55%). Flickr and YouTube were less popular but close to a fifth indicated they used these. Twelve museums and galleries specified other web and social media sites including: Pinterest, Google plus, Trip advisor and blogs.

Figure 4.1 Web and Social Media Usage 2014

4.4 Web & Social Media Frequency of Updates 2014 Some 192 museum and galleries indicated how often they updated their web and/or social media sites (see table 4.4).

Over two thirds of the responding sample updated their website and/or social media site either weekly or daily (68.2%). Less than one fifth updated their sites less frequently than once a month (18.2%). The most common update frequency was weekly (43.8%).

17

Table 4.4: Web & Social Media Frequency of Updates 2014 n % Daily 47 24.5 Weekly 84 43.8 Monthly 26 13.5 Less than once a month 35 18.2 Total 192 100.0

18 TOURISM RELATED EMPLOYMENT

Some 214 museums and galleries attractions provided data on tourism related positions in 2014. This data was divided into paid and unpaid positions. Paid employment included: full- time permanent, part-time permanent, full-time seasonal and part-time seasonal positions. Unpaid employment included volunteers (see table 5.1). From these figures it was established that more than half of all positions in Scottish museums and galleries in 2014 were voluntary (56.2%) and less than half were paid (43.8%). Of the paid staff the vast majority were regarded as permanent (79.3%) and the remaining as seasonal (20.7%). About half were full time (49.25%) and half were part time (50.75%). Although there was massive variation, there were an average of 14 paid staff and 18 unpaid volunteers for each museum and gallery. From this data an estimate of total tourism related employment for Scottish museums and galleries was undertaken (see table 5.2 and table 5.3). Based on median calculations of employment in museums and galleries for the museums and galleries 2014 sub-sample, estimated paid total tourism related employment for the sector was 3,552 jobs and unpaid volunteers in museums and galleries was estimated at 4,667.

Table 5.1: Museums and Galleries Tourism Related Workforce Workforce Average % total % total paid Staff type figures per site workforce staff Full-Time Permanent 1 354 13 19.8 45.3 Part-Time Permanent 1 017 8 14.9 34.0 All permanent 2 371 10 34.7 79.3 Full-Time Seasonal 119 4 1.7 4.0 Part-Time Seasonal 501 5 7.3 16.7 All seasonal 620 5 9.0 20.7 Total Paid Staff 2 991 14 43.8 100.0 Unpaid Volunteers 3 839 18 56.2 Total 6 830 32 100.0

19 Table 5.2: Calculated Tourism Staff for all Scottish Museums and Galleries Admission Type Free Paid n Paid staff n Paid staff b b 2014 VAM data 133(s) 2141 (s) 81(s) 850 (s) Volunteer run museums & 40 (e) - 29(e) - galleries Museums & galleries with 95(e) 284a 82(e) 247a paid staff Total 268 2 425 192 1 097 Total paid Employment in Museums and Galleries in 2014: 3 522 (s) Data calculated from a representative responding sample of 133 free admission and 81 paid admission museums and galleries. It represents the actual response of operators to the request for the number of tourism related posts.(e) Data based on a 15% estimate of volunteer operated museums and galleries established from VAM 2014 data and the remainder is calculated from the median paid employment data derived from the sample of responding museums and galleries. a The number of staff is derived from the median of the data provided by the 133 free admission and 81 paid admission museum and galleries. The Median for paid staff was 3 in 2014 for both paid and free admission museums and galleries. b Calculations are based on paid employment including permanent and seasonal full-time and part-time staff. It does not include infrequent freelance or consultancy related employment, placements, nor is it weighted according to hours worked.

Table 5.3: Calculated Tourism Staff for all Scottish Museums and Galleries Admission Type Free Paid Unpaid Unpaid n n Volunteers Volunteers c(s) c 2014 VAM data 133(s) 2 062 81(s) 1 777 (s) Volunteer run museums 40 (e) 480a 29(e) 406a & galleries Museums & galleries with 95(e) 82(e) paid staff Total 268 2 542 192 2 183 Total Unpaid Volunteers in Museums and Galleries in 2014: 4 725 (s) Data calculated from a representative responding sample of 133 free admission and 81 paid admission museums and galleries. It represents the actual response of operators to the request for the number of tourism related posts. (e) Data based on a 15% estimate of volunteer operated museums and galleries established from VAM 2014 data and the remainder is calculated from the median paid employment data derived from the sample of responding museums and galleries. a The number of staff is derived from the median of the data provided by the 133 free admission and 81 paid admission museum and galleries. The median for unpaid volunteers was 12 in free admission attractions and 14 in paid admission attractions in 2014. C Calculations are based on unpaid volunteers only and does not include any paid staff.

20 ECONOMIC CALCULATIONS

The following calculations are undertaken by multiplication of real and estimated attendance against average visits, revenue and employment data available for the purposes of the VAM. Definitions for direct, indirect and induced impacts were followed (see table 6.1).

Table 6.1: Definition Direct, Indirect and Induced Impacts Perhaps the most important concept to understand is that one form of economic activity almost always leads to others. For example, a person is paid a salary and then spends that salary on a variety of goods and services. That expenditure supports other jobs. This ratio reflects direct, indirect and induced impacts. The sum of direct, indirect and induced is known as the total effect. Direct Impacts are the initial, immediate economic activities (jobs and income) generated by a project or development. Direct impacts associated with the development coincide with the first round of spending in the economy. To determine direct impacts it is ideal to use economic data supplied by the proponent, or financial information, if available, about similar projects implemented in similar communities. A common method of establishing direct impact parameters is to use available industry averages, government multipliers etc. Indirect Impacts are the production, employment and income changes occurring in other businesses/industries in the community that supply inputs to the project, business or industry. Induced Impacts are the effects of spending by the households in the local economy as the result of direct and indirect effects from an economic activity (i.e. project, event, exhibition etc.). The induced effects arise when employees who are working for the project / connected to activity in the project (e.g. local festival) spend their new income in the community.

6.1 Estimated Direct Revenue Income Direct revenue calculations have been undertaken whilst considering that an unspecified number of museums and galleries do not have commercial services. Museums and galleries with free admission sometimes levy a charge for temporary and special exhibitions. This is calculated to be £0.38 (see table 3.6). Based on these estimations the direct revenue income of free entry museums in 2014 was over £29 million and the direct revenue of paid entry museums is over £40 million (see table 6.2). This amounts to a total estimation of £71.06 million direct revenue income for Scottish museums and galleries.

21 Table 6.2: Estimated Direct Revenue Income of Scottish Museums and Galleries Visits Admissions Catering Retail Total n (millions) Spend Spend Spend Spend Free Museums and Galleries Average Spend per £0.38 £0.43 £0.62 Visit Spend based on 2012 visits 185(s) 17.64a(s) £6.7(e) £7.59(e) £10.94(e) numbers (£million)a Estimated b spend 83(e) 3.02 (e) £1.15(e) £1.3(e) £1.87(e) (£million)b Total 268 20.66 £7.85 £8.88 £12.81 £29.54 (£million) Paid Museums and Galleries Average Spend per £2.38 £2.08 £1.48 Visit Spend based on 2012 visits 138(s) 6.11c(s) £14.54(e) £12.71(e) £9.04(e) numbers (£million)c Estimated spend 54(e) 0.88d(e) £2.09(e) £1.83(e) £1.3(e) (£million)d Total 192 6.99 £16.63 £14.54 £10.34 £41.52 (£million) All Museums and Galleries £71.06f million Note: Admissions Spend, Catering Spend and Retail Spend are not the only sources of visit spend. These could also include donations and other spend. Figures are rounded up hence totals may be slightly different than the sum of the parts. (s) Data is taken directly from the VAM 2014 sub-sample of museums and galleries. (e) Data is or includes estimated calculations extrapolated from the sample of museums and galleries providing valid / usable data. a Represents actual visits provided by a sample (s) of 185 free admission museums and galleries. b Represents estimated visits for 83 free admission museums and galleries that did not participate in the 2014 VAM survey and therefore visits figures for year 2014 are unknown. Where past visits figures were available (for 57 museums and galleries), these were used. Where no visits figure were available (26 museums and galleries), the average number of visits of 95,357 was used. c Represents actual visits provided by the sample of 138 paid museums and galleries. d Represents estimated visits for 54 paid admission museums and galleries that did not participate in the 2014 VAM survey. Where past visits figures were available (for 48 museums and galleries), these were used. Where no visits figure were available (6 museums and galleries), the average number of visits of 44,265 was used. fTotal spend figure is based on rounded up figures from paid and free income.

22 6.2 Estimated Indirect Impacts Purchasing multipliers which take into account leakage of expenditure can be applied to estimate indirect impacts on local economies. There is no definitive multiplier available for the museums and galleries sector in Scotland and accordingly a multiplier of 0.56, drawn from The ’s input-output data, was utilised. Using this multiplier, it is estimated that the indirect impact of museums and galleries £39.79 million in 2014.

6.3 Estimated Induced Impacts From profile data available on visitors to museums and galleries an estimate for visitor origins was calculated. The origins of visits influenced the estimations for accommodation and transport spend allocations (see table 8.3). The induced impact of Scottish museums and galleries in 2014 is estimated as £890.88 million. This appears substantially higher than the estimate for 2012, when £630.58 million was reported, however it should be noted that these figures are volatile and are not based on identical samples.

Table 6.3: Estimated Induced Impact of Scottish Museums and Galleries

Accommodation Transport Total Origin Visits Expenditure Expenditure Estimation (%)a (millions) Allocation Allocation (£million) (£ per visit) (£ per visit)

Overseas 16.7 4.6 £60.75b £13.79e £344.19 Visits Local 32.7 9.0 £0c £2.84f £25.68 Visitsh Domestic 50.6 14.0 £23.04d £14.20g Visits i £521.01 Total 100 27.6 £890.88j Note: figures are rounded up hence totals may be slightly different than the sum of the parts. a This visitor profile for museums and galleries is derived from the 2014VAM data provided by 123 museum and galleries across Scotland and is the largest source of profile data available. This percentage breakdown has then been applied to the figures for total visitation to the sector. b The average spend on accommodation for overseas visitors is based on one night’s spend on accommodation (derived from VisitScotland, The Key Facts on Tourism 2013 http://www.visitscotland.org/pdf/VS%20Insights%20Key%20Facts%202013.pdf) This estimation excludes non- domestic tourists visiting friends and relatives. c No allocation of accommodation expenditure is applied for local visitors as they return home after their day out. d The average spend on accommodation for domestic visitors is based on one night’s spend on accommodation (derived from VisitScotland, Key Facts on Tourism 2013), weighed to account for the proportion of domestic visitors who stay with friends and family (29%) and those that noted they had visited museums and galleries, visited castles / historic houses and palaces (derived from VisitScotland, Key Facts on Tourism 2013; figures for 2014 were not yet available). This figure is up on 2012 figure utilised in our last report for MGS. This can partially be explained by the increase in percentage of the ‘general sightseeing’ category from 39% in 2012 to 34% in the 2013 GBTS Survey. e This does not include any inbound and outbound transportation costs since the majority of this constitutes leakage out with the Scottish economy. f A small proportion of local travel cost is allocated to local visitation although it is reduced on the basis that other motivations will influence travel (data derived from VisitScotland passenger transport and visitor expenditure data). It is based on the ONS CPI Detailed indices annual averages: 2001 to 2014. g A proportion of domestic travel cost is allocated to visitation although it is accepted that other motivations for visitation would reduce total transport cost allocation to Museums and Galleries as a primary reason for visiting. It is based on ONS CPI Detailed indices annual averages: 2001 to 2014 (Motoring expenditure at +9.9%). h Local visitors are defined as those residing within one hour’s drive of the attraction.

23 i Domestic visitors encompass those visitors who are out with one hour’s drive, but within the UK. j This is an increase in the estimation given in the last report for MGS with 2012 VAM data and is largely dependent on data published in VisitScotland, Key Facts on Tourism 2013 as well as the RPI increases over the last 2 years for transport costs dictated by . ONS CPI Detailed indices annual averages: 2001 to 2014

24 Appendix One: 2014 Population Frame of Scottish Museums and Galleries

Provost Skene's House University of Natural History Centre Tolbooth Museum of Civic History Tolbooth Museum Satrosphere Blairs Museum Trust [St. Mary's Church] St Peter's Heritage Centre , Herbarium University of Aberdeen, Natural Philosophy Collection of Historical Scientific Instruments King's Museum Gordon Highlanders Museum Alford Heritage Museum Fordyce Joiners Workshop Maud Railway Museum Gallery Museum of Scottish Lighthouses Gallery Syllavethy Maggie Law Maritime Museum Grampian Transport Museum Banchory Museum Banff Museum Arbuthnot Museum Aberdeenshire Farming Museum Grassic Gibbon Centre Sandhaven Meal Mill Tolquhon Gallery Fyvie Castle Maggie's Hoosie Pitmedden Garden & Museum of Farm Life Fraserburgh Heritage Centre James Dun's House Monymusk Arts Trust Peacock Visual Arts Tarves Heritage Centre Turriff Session Cottage Museum Grampian Hospitals Art Trust Tolbooth Museum

1 The Auld Post Office Museum The Salmon Bothy University of Aberdeen Zoology Museum Montrose Air Station Heritage Centre Glenesk Folk Museum William Lamb Sculpture Studio Arbroath Museum The Meffan [ Museum] House of Dun Arbroath Abbey Brechin Town House Museum Arbroath Art Gallery Gateway to the Glens Museum St Vigeans Museum Inveraray Maritime Museum Islay Natural History Trust Bute Museum Easdale Island Folk Museum Iona Abbey & St Columba Centre (Mull) Museum of Islay Life Auchindrain Highland Farm Township Campbeltown Museum Strachur Smiddy Museum Ross of Mull Historical Centre Kilmartin House Museum Isle of Mull Museum Hill House Comann Eachdraidh Lios M'Or (Lismore Historical Society) Skerryvore Museum An Iodhlann Castle House Museum MacDougall Collection Oban War and Peace Museum Tower Dollar Museum Moffat Museum National Museum of Rural Life Sanquhar Tolbooth Museum Museum/Camera Obscura John Paul Jones Birthplace Museum and Cottage

2 Creetown Heritage Museum Stranraer Museum Creetown Gem Rock Museum Aviation Museum Savings Banks Museum Ellisland Farm Hidden Treasures, Museum of Lead Mining Robert Burns House Robert Burns Centre Old Bridge House Museum Art Gallery Tolbooth Art Centre Newton Stewart Museum Carlyle's Birthplace Castle of St John Whithorn Story Glenluce Abbey Caerlaverock Castle Broughton House & Garden Clan Armstrong Trust Museum Devil's Porridge Museum Carsphairn Heritage Centre Wigtown Museum Drumlanrig Castle and Country Park Dalbeattie Museum Annan Museum Museum Mills The McManus: 's Art Gallery & Museum Discovery Point Frigate Unicorn The Dundee Centre Doon Valley Museum Burns House Museum Baird Institute Museum & Local History Centre Dean Castle Country Park Museum National Burns House Museum

3 Lillie Art Gallery Auld Kirk Museum North Berwick Museum National Museum of Flight Dunbar Townhouse Museum Royal Yacht Britannia John Muir Birthplace Scottish Seabird Centre The John Gray Centre Musselburgh Museum and Grounds Museum of Royal Observatory Visitor Centre Edinburgh Printmakers Ltd. of St. Cuthbert Brass Rubbing Centre Museum on Musical Instrument Museums Queensferry Museum National Museum of Scotland Writers' Museum People's Story Museum St Giles' Cathedral Greyfriars' Kirk Scottish National Gallery Scottish National Portrait Gallery Scottish National Gallery of Modern Art One Prestongrange Museum Royal Botanic Garden Edinburgh Georgian House Gladstone's Land Our Dynamic Scottish National Gallery of Modern Art Two Queen's Gallery, Horse Wynd Sharmanka Kinetic Gallery Travelling Gallery St Cecilia's hall

4 House Maritime Museum Edinburgh Gallery Cockburn Museum of Geology and Geophysics Natural History Collections Heriot Watt University Archive Surgeon's Hall Museum Museum of Fire Museum of Childhood Nelson Monument Stills Gallery Taigh Chearsabhagh Museum Arts Centre Barra Heritage Centre Bernera Museum Comunn Eachdraidh Nis (Ness Historical Society) Gearrannan Blackhouse Village Shawbost School Museum Black House Arnol Uig Heritage Centre Taigh Tasgaidh Chill Donnain Bo'ness & Kinneil Railway Callendar House Kinneil Museum Grangemouth Heritage Trust Inverkeithing Museum Scottish Fisheries Museum Scotland's Secret Bunker Scottish Vintage Bus Museum Dunfermline Museum British Golf Museum Pres.Trust Museum Crail Museum Pittencrieff House Museum Andrew Carnegie Birthplace Museum Methil Heritage Centre Kirkcaldy Museum & Art Gallery John McDougall Stuart Museum Abbot House Heritage Centre & Gardens Buckhaven Museum Hill of Tarvit Kellie Castle

5 Folk Museum St Andrews Cathedral Culross Palace Burntisland Library and Museum Museum of Communication MUSA: The Museum of The Gateway Galleries Gallery of Modern Art House for an Art Lover The of Art Royal Highland Fusiliers Museum Collins Gallery Scotland Street School Museum Hunterian Museum House The People's Palace Provand's Lordship Kelvingrove Art Gallery & Museum St Mungo Museum Fossil Grove The Piping Centre SFA Football Museum Waverley Excursions Ltd Centre for Contemporary Arts Celtic Museum Trust Tall Ship at Riverside Hunterian Art Gallery Glasgow Cathedral Glasgow Police Museum McLellan Galleries Friends of Govan Old Parish Church Martyr's School Glasgow Museums Resource Centre Glasgow Print Studio Ltd. Scottish Jewish Archives Centre Giant Angus Macaskill Museum Mallaig Heritage Centre Thurso Heritage Museum Tain Through Time

6 Ullapool Museum and Visitor Centre Heritage Museum Clan Macpherson Museum Cromarty Courthouse Museum West Highland Museum Museum and Art Gallery Orcadian Stone Company Ltd Dingwall Museum Clan Cameron Museum Laidhay Croft Museum Strathnaver Museum Lyth Arts Centre Northlands Viking Centre The Highlanders' Museum Clan Donald Skye Glencoe Folk Museum Highland Museum of Childhood Commando Exhibition Nairn Museum Grantown Museum Skye Museum of Island Life Colbost Croft Museum Treasures of the Earth Timespan Heritage Centre Culloden Visitor Centre Glenfinnan Station Museum Ardnamurchan Lighthouse Visitor Centre Trotternish Art Gallery Hugh Miller's Cottage Bright Water Visitor Centre Skye & Kyle Rail Development Company Clan Gunn Heritage Centre & Museum Historylinks Museum Dunbeath Heritage Centre Art TM Tarbat Discovery Centre St Fergus Gallery Highland Aviation Museum Caithness Horizons McLean Museum and Art Gallery Beacon Arts Centre

7 Scottish Fire and Rescue Service Museum and Heritage Centre National Mining Museum Scotland Rosslyn Chapel Dalkeith Arts Centre Fochabers Folk Museum & Heritage Centre Tomintoul Museum & Visitor Centre Tugnet Ice House Falconer Museum Elgin Museum Moray Motor Museum Nelson's Tower Findhorn Heritage Centre & Ice House Brodie Castle Elgin Cathedral Peter Anson Gallery Grantown Heritage Trust Dufftown Whisky & Heritage Centre Vennel Gallery North Heritage Centre Arran Heritage Museum Museum of Ayrshire Country Life and Costume At Dalgarven Mill Largs Museum Brodick Castle Irvine Burns Club Christian Heritage Museum West Kilbride Museum Palacerigg Country Park Shotts Heritage Centre North Lanarkshire Heritage Centre Summerlee - Museum of Scottish Industrial Life Chatelherault Country Park Colzium House Museum Cumbernauld Museum Kilsyth Heritage Museum Renfrew Community Museum Scapa Flow Visitor Centre and Museum Hoxa Tapestry Gallery Stromness Museum Corrigall Farm Museum Orkney Museum Tomb of the Eagles

8 Orkney Wireless Museum Orkney Fossil and Heritage Centre Skara Brae Photgraphic Insights Kirbuster Museum Innerpeffray Library Perth Museum & Art Gallery Auchterarder Heritage Glenlyon Gallery Fergusson Gallery Atholl Country Life Museum The Museum of The Black Watch Drummond Gardens Michael Bruce Cottage Museum Alyth Museum Muthill Village and Parish Museum Megginch Castle Gardens Meigle Sculptured Stone Museum Earthquake House Dunkeld Cathedral Museum of Abernethy Fair Maid's House Coats Observatory Paisley Museum and Art Gallery Sma' Shot Cottages Weaver's Cottage John Buchan Centre Old Gala House and Christopher Boyd Gallery Sir Walter Scotts Courtroom Halliwell's House Museum & Robson Gallery Coldstream Museum Martin Gallery St Ronan's Wells Visitor Centre Eyemouth Museum Bowhill House and Country Estate The Three Hills Roman Heritage Centre Thirlestane Castle Hirsel Estate and Museum Paxton House Tweeddale Museum Cornice Museum of Ornamental Plasterwork Drumlanrig's Tower Hawick Museum and the Scott Gallery

9 Jail and Museum Wynd Theatre Mary Queen of Scot's Visitor Centre Jim Clark Room Liddesdale Heritage Centre & Museum Robert Smail's Printing Works Jedburgh Abbey Melrose Abbey Trimontium Museum Heart of Hawick Quendale Water Mill & Visitor Attraction Unst Boat Haven Fetlar Interpretive Centre George Waterson Memorial Centre Tangwick Haa Museum Shetland Textile Working Museum Hoswick Visitor Centre and Archives Shetland Croft House Museum Old Haa Unst Heritage Centre Scalloway Museum Bressay Heritage Centre McKechnie Institute Robert Burns Birthplace Museum Rozelle House Maclaurin Galleries Village and Visitor Centre Gladstone Court Museum Greenhill Farmhouse Moat Park Heritage Centre Douglas Heritage Museum Low Parks Museum Royal Burgh of Lanark Museum Biggar Gas Works John Hastie Museum Leadhills & Wanlockhead Railway Hunter House Museum Albion Museum and Archive Brownsbank Cottage Crawfordjohn Heritage Venture Leadhills Miners Library

10 Stirling Smith Art Gallery and Museum Dunblane Museum Grangemouth Museum Cowane's Hospital Park Gallery MacRobert Motoring Heritage Centre Scottish Maritime Museum - Denny Tank Museum Castle Linlithgow Union Canal Society Almond Valley Heritage Centre Bennie Museum Annet House Museum Dalmeny House Hopetoun House Blackridge Community Museum Broxburn Community Museum

11 Appendix Two: Visit Figure Calculations The 27.65 million visit figure for 460 museums and galleries sites was calculated through the following process:  323 museums and galleries provided visit figures to 2014 VAM, 185 were free entry and 138 paid entry. Visit figures were 17 641 111 for free and 6 108 671 for paid.

 For those without up to date data, a further 105 museums and galleries had provided visit figures in previous years to VAM. These figures were utilised to give an estimate for their visit figures in 2014.

 The 2014 known totals (i.e those received from 323 responding 2014 sample) were then divided by the number of attractions that had returned data to provide an arithmetical average for each paid and free site, this figure was then multiplied by the number of attractions without any 2014 or previous data. These totals were then added to the existing totals to give the overall number of estimated visits to museums and galleries in Scotland:

 Free:

17 641 111 ÷ 185 = 95 357 x 26 = 2 479,291 + (17 641 111 + 539 133) = 20 659 535

 Paid:

6 108 671 ÷ 138 = 44 265 x 6 = 265 594 + (6 108 671 + 615 710) = 6 989 975

 Overall total visits (n=460) 27 649 500

Adult & Child Visitation Data and percentages presented in tables 3.1 and 3.2 read horizontally. Percentages add up to 100%. The visits figures read horizontally and do not add up vertically to the ‘All’ amount as these are a percentage of the total amounts presented in the right hand . For example table 2.5 presents the proportion of adults and children and takes 78.3% of the total 2014 visits to MGS attractions, 27 649 500 x 78.3% = 21 649 559. This figure is not the sum of the proportion of free and paid visits, but the overall proportion of total visits.

School Visits School visits data are calculated in table 2.6 using actual school visits from 168 museums and galleries to arrive at a percentage which indicates the proportion of school visits compared with total visits. In table 2.7 these percentages are applied to the total visits numbers for both paid and free as well as the global figure of 27 649 500. For reference, the actual percentages used for the known samples were:  Free admission museums and galleries: 1.4618647%

12  Paid admission museums and galleries: 8.758753%  All museums and galleries attractions: 2.290386% These percentages were applied to the calculated global figure for all 460 museums and galleries attractions, hence the sum of the paid and free school visits does not add up to the total school visits figure in table 2.7.

Geographical Origin Data in table 2.8 reads vertically and adds up to 100%, all visits figures add up to data in the Total row. The percentages used in table 2.8 are taken from actual responses from 123 museums and galleries sites. These percentages are applied to calculated totals, both paid and free and all visits in table 2.9. Percentages and visits read vertically and add up to the data in the Total row.

13 Appendix Three: Tourism Related Employment Calculations Data has been calculated using the responding sample of 133 free admission and 81 paid admission museums and galleries. This represents the actual response of operators to the request for the number of tourism related posts. (e)To calculate volunteer run museums and galleries, calculations were made from the percentage of volunteer run museums and galleries in 2014, an estimated 15% Free admission museum and galleries: 268 x 15% = 40 Paid admission museums and galleries: 192 x 15% = 29 To calculate the number of museums and galleries with paid staff the following formula was used, taking away volunteer run museums and known museums: Free admission museums and galleries 268 – 40 – 133 = 95 Paid admission museums and galleries: 192 – 29 – 81 = 82 a The number of paid staff is derived from the median of the number of employed paid staff provided by the 133 free admission and 81 paid admission museum and galleries. For 2014 this figure is 3. Calculations are:

Free admission museums and galleries 95 x 3 = 284 Paid admission museums and galleries: 82 x 3 = 247

The total staff figure is calculated using the total estimates and actuals of both paid and free attractions.

The number of unpaid volunteers is derived from the media of the number of unpaid volunteers provided by the 133 free admission and 81 paid admission museums and galleries in 2014. Calculations as follows:

Free admission museums and galleries: 12 unpaid volunteers per museum and galleriy 40 x 12 = 480 Paid admission museums and galleries: 14 unpaid volunteer per museum and gallery 29 x 14 = 406 All Calculations are based on paid employment including permanent and seasonal full-time and part-time staff. It does not include infrequent freelance or consultancy related employment, placements, nor is it weighted according to hours worked

14 Appendix Four: Economic Impact Estimates Methodology Direct and Indirect Revenue Calculations were undertaken using admissions, catering and retail spend. As highlighted in tables 3.9 and 3.10 Donations and ‘Other’ income are also part of the museums and galleries revenue streams. (s) These visits numbers are actual figures taken directly from the responding 185 free and 138 paid attractions.

Calculations in this table were undertaken by multiplying the actual number of visits with the average admission, catering and retail spends. See tables below:

FREE ATTRACTIONS No. of attractions No. of visits Admissions Catering Retail Avg spend per visit £0.38 £0.43 £0.62 Known visits 2014 185 17 641 111 £6 703 622 £7 585 678 £10 937 489 Known/unknown past visits ‐ unknown spend 83 3 018 414 £1 146 997 £1 297 918 £1 871 417 Total 268 20 659 525 £7 850 620 £8 883 596 £12 808 906

PAID ATTRACTIONS No. of No. of attractions visits Admissions Catering Retail Avg spend per visit £2.38 £2.08 £1.48 Known visits 2014 138 6 108 671 £14 538 637 £12 706 036 £9 040 833 Known/unknown past visits – unknown spend 54 881304 £2 097 504 £1 833 112 £1 304 330 Total 192 6 989 975 £16 636 141 £14 539 148 £10 345 163

Estimated Induced Impacts Calculations were undertaken using origin of visits data from table 2.7. Origin and visits are taken directly from table 2.7. Accommodation Expenditure is calculated using data from VisitScotland’s The Key Facts on Tourism 2013, as follows: Overseas Visits: 4 617 467 – 30% VFR (1 385 240) = 3 232 227. Visiting Friends and Relatives is removed from the accommodation spend to give a total of: 3 232 227. This figure is then multiplied by the average cost per trip per night (£86.78) 3 232 227 x £86.78 = £280 492 659 This gives an overall total of the accommodation spend for overseas visitors to Scotland. This number is then divided by the original 4.6 million to gain a per visit figure. £280 429 659 ÷ 4 617 467 = £60.75

15 Domestic Visits 13 990 647 – 29% VFR (4 057 288) = 9 933 359 Visiting Friends and Relatives is removed from the accommodation spend to give a total of: 9 933 359. This figure is then multiplied by the average cost per trip per night (£67.61). (Table 8 in VisitScotland’s The Key Facts on Tourism 2013) 9 933 359 x £67.61 = £671 594 402 This total accommodation spend figure of 671 594 402 is then multiplied by 48%, this percentage of visits that involve general sightseeing in the UK by domestic visitors (Table 12 in VisitScotland’s The Key Facts on Tourism 2013). The resulting figure is then divided by the original 13 990 647 figure to gain a per visit amount: £671 594 427 x 48% = £322 365 325 ÷ 13 990 647 = £23.04

Transport Expenditure is calculated by multiplying the 2012 data by 9.9% this is the increase in RPI taken from ONS CPI Detailed indices annual averages: 2001 to 2014. (http://www.ons.gov.uk/ons/dcp171778_393051.pdf)

16 Appendix Five: Economic Impact Estimates Methodology

1 Prepared by Moffat Centre for Travel and Tourism Business Development Glasgow Caledonian University

Museums Galleries Scotland, Waverley Gate, 2-4 Waterloo Place, Edinburgh EH1 3EG Tel: 0131 550 4100 F: 0131 550 4139 [email protected] www.museumsgalleriesscotland.org.uk Follow us on Twitter @MuseumsGalScot Published by Museums Galleries Scotland June 2014 A large print version of the text is available on request