Museums Matter 2

…access to museums and galleries allows everybody to enter another world, think of another world, see the world from somewhere else, reimagine their own world, reimagine themselves…The point of the museum is to allow the citizen to be a better citizen.

Neil MacGregor, Director of the British Museum, BBC Artsnight, April 2015

“Museums are a treasure “From great art…to the many “The Science Museum house of possibilities filled moving stories recorded helped fuel my fascination with amazing objects and from the front line, the with physics.” the many stories they can Imperial War Museum is not Professor Stephen Hawking tell. They are wonderful just a great place to bring places to nurture creativity your children…it is actually and imagination and should a special place for us all be an essential part of every to come, to learn about a “Attracting funding to secure child’s life.” defining part of our history transformational projects, Michael Morpurgo, and to remember the such as Derby Silk Mill’s author sacrifice of all those who redevelopment, is crucial to gave their lives for us, from support the future success the First World War to the of our businesses and present day.” communities. The Silk Mill “Museums hold a unique Rt Hon David Cameron MP, project has the potential to position of being trusted, Prime Minister, October 2012 harness Derby’s rich heritage which is particularly to encourage young people important given the into STEM education, training perceived lack of trusted and employment and create organisations in society. “Working with Tyne and Wear a greater sense of pride and Members of the public… Archives and Museums has purpose in Derby’s past, see museums as the transformed the lives of present and future.” guardians of factual some of our more socially Colin P Smith CBE, information and as isolated members living with Director of Engineeering and presenting all sides of mental health problems. Technology, Rolls-Royce the story.” Our members have become BritainThinks research on public more active citizens, more perceptions of and attitudes to confident to make choices, museums, 2013 bolder in their ability to “This museum will be like a access public services and book that is open and not shut.” have a greater sense of self Sir Henry Cole, first Director of the worth.” Victoria and Albert Museum, 1857 Derek Avery, Mental Health Concern

Museums Matter 2015 www.nationalmuseums.org.uk 3 Executive summary

Museums preserve, protect and promote one of the few irreplaceable public assets: the nation’s collective memory, knowledge and history. Preserving our heritage through museums is a fundamental aspect of maintaining a healthy and prosperous civil society. Museums are civic institutions that simultaneously serve a local, regional, national and international audience, as well as an online audience who may never cross the threshold. Museums matter because they uniquely serve a public past, a public present and a public yet to be born.

The collections held in trust by national and local The UK museum sector is more vibrant, popular governments belong to the public, and museums and internationally respected than it has ever been. recognise this with sophisticated public engagement. Visitor numbers have never been higher: in 2014-15 There is a public expectation that general and local there were over 71 million visitors to the UK’s national taxation supports publicly-owned museums – Arts and major regional museums alone2. The sector has Council England’s 2014 Public Attitudes Survey benefited from significant investment from the lottery, showed that 70% of the public support maintaining foundations, private donors and the public purse; public investment in museums1. and through the skill and generosity of a dedicated workforce and thousands of volunteers. The long- Public investment matters to local and central term legacy of this investment is now at risk. government because of the impact museums have on public policy priorities by: Since 2010, museums have prioritised keeping the doors open. To do this, they have had to reduce the • creating a thriving, vibrant and diverse cultural life less visible curatorial and conservation functions. This for the nation; is not sustainable. Long-term erosion of expertise and • contributing to regional prosperity; an inability to invest in maintaining the basic fabric of • developing tourism – museums are the country’s buildings will cause long-term damage to the vitality most popular visitor attractions; of the whole museum sector. • strengthening the UK’s soft power; In the wider context of local and central government • developing peaceful and prosperous communities spending the amount allocated to museums is very by creating safe and welcoming community small. Cutting this will have only a minimal impact on spaces; deficit reduction, but the value of what is lost will be • promoting health and well-being; much greater. If museums reduce the extent to which they curate, acquire, conserve and engage with the • education, life-long learning, skills development public, the collections and cumulative knowledge and apprenticeships; wither and the many positive impacts museums have • being world leaders in scientific, technological and disappear. Future generations will not forgive this creative innovation. generation should it be the one which fails in its duty to protect the nation’s heritage. Museums are now cultural enterprises and have adapted quickly to reductions in public funding. Nevertheless, it takes time and investment to make this change. To be successful cultural enterprises museums must be able to maintain their public trust and popularity, as well as their reputation for expertise and high quality collections care. This requires core and secure investment: substantial and in-year funding cuts make it very difficult to change operating The UK museum sector is models. more vibrant, popular and internationally respected than it has ever been.

Museums Matter 2015 www.nationalmuseums.org.uk 4

Why museums matter

Museums preserve, promote and protect one of the few irreplaceable public assets: the nation’s collective memory, knowledge and history. They are also a catalyst for economic development and scientific advancement, a major tourist attraction, a safe and egalitarian community meeting place, key contributors to the nation’s soft power, and the inspiration for current and future generations of pioneers, designers, makers and community leaders. They are civic institutions that simultaneously serve a local, regional, national and international audience, as well as an online audience who may never cross the threshold. Museums matter because they uniquely serve a public past, a public present and a public yet to be born.

Communities need safe and welcoming public ensure everyone can access this common treasury. spaces. Museums across the UK are embedded Thousands of objects are lent and borrowed between within their communities. They form partnerships museums – and are even displayed in more unusual with artists, charities, community groups, businesses, locations like shops – to ensure they serve a truly schools, collectors, universities and the NHS to national audience. ensure the whole community is part of the museum. Museums are critical to place-making and developing Museums are a source of great civic pride and regional prosperity. They generate much greater affection and command a high level of public trust, economic value than the sum of their public and for these reasons communities look to museums investment – £3 for every £1 provided by the public to commemorate and celebrate significant moments purse4 – something very few public services can in history. Over the last twenty years museums have demonstrate. Museums make places attractive to visit, used public, private and lottery investment to vastly to do business and to live in, and can be the catalyst improve their buildings, galleries and the visitor for long-term economic revival. Tourism is the UK’s experience they offer. fifth largest industry and museums are the country’s Museums enrich people’s lives by creating a most popular visitor attractions. They also strengthen thriving, vibrant and diverse cultural life. They have the UK’s soft power by being popular and trusted never been so popular: 52% of adults and 62% of institutions which conduct ambitious international children in England visited a museum in 2014-153. projects, and the UK has recently been assessed as The collections held in trust by national and local the country with the greatest soft power. In quickly governments belong to the public, and museums changing and challenging times, cultural dialogue is recognise this with sophisticated public engagement crucial to helping understand the world around us. in research, exhibitions and gallery re-development. Museums are uniquely able to achieve all this because Communities view civic collections as a common of their collections, the buildings in which they are treasury for all – a collection that their ancestors housed and the expertise of their staff. The objects built for them which should continue for future in museums’ collections tell stories about people, generations. Museums adapt their public offer to places, the natural world and thought, and the stories make sure no-one misses out, with initiatives to told by these objects, brought to life by their study and engagement with the public, help us explore and understand the world around us. It is through museum collections that stories are preserved, a connection to the past is made and fundamental questions of identity can be explored. Objects prompt visceral, emotional responses: they can be a source of joy and wonder, but can also be the starting point for It is through museum collections challenging conversations about contested histories, that stories are preserved, a reconciliation and facing the uncertainty of the future. This can only happen if those conversations are connection to the past is made brokered by skilled staff and the collections curated and fundamental questions of and conserved by specialists. identity can be explored.

Museums Matter 2015 www.nationalmuseums.org.uk 5

Why public investment in museums matters

Public investment in museums takes two broad forms: direct revenue investment in museums and their core business; and project support, capital investment, tax relief and investment in local infrastructure. Museums need the former to take advantage of the latter. Maintaining the collections and the viability of the museums is a significant responsibility for those who work in them; a responsibility shared with central and local government who ultimately hold the collections in trust for the public.

Revenue investment in national and local authority Long-term erosion of expertise and inability to museums benefits the whole museum sector. invest in maintaining the basic fabric of buildings Museums work in partnership to deliver almost every will cause long-term damage to the vitality of the aspect of their operation. They share back office whole museum sector. If there are further significant functions, tour exhibitions, lend objects, provide and swift cuts to the public investment in museums, training and run community projects. Partnerships are short term solutions will be the only ones available. formed between the largest national and the smallest Opening hours will be cut, charges introduced volunteer-run museums, and every sort and size of and programming and partnership work, including organisation in-between. The whole museum sector loans, markedly reduced. The access the public has is intrinsically connected, and the strengthening or to their collections and their heritage will be much weakening of one element has a long-term impact diminished. Collections need constant maintenance on the whole. or they irrevocably deteriorate. Between 2010 and 2015 public investment in national In the wider context of local and central government museums reduced by 30% and investment by local spending the amount allocated to museums is very authorities has reduced markedly, in some cases as small. Cutting this will have only a minimal bearing much as 60%. These significant reductions have been on deficit reduction, but the value of what is lost will compounded by the short notice with which they be much greater. If museums reduce the extent to have had to be implemented, with many cuts made which they curate, acquire, conserve and engage with within the present or forthcoming financial year. the public, the collections and cumulative knowledge wither and the many positive impacts museums have Museums have adapted to become cultural disappear. Future generations will not forgive this enterprises. Catering, retail and venue hire have generation should it be the one which fails in its duty been expanded, membership schemes set up, and to protect the nation’s heritage. admission fees introduced for special exhibitions, historic sites and events. Independent charitable trusts have been established to maximise fundraising, touring exhibitions created for commercial revenue, content licensed and staffing restructured. Although museums now earn a greater proportion of their own income, such changes in operation take time to be effective and are rarely sufficient to cover all of a museum’s costs. In order to be successful cultural enterprises museums must be able to maintain their public trust and popularity, as well as their reputation for expertise and high quality collections care. This requires core and secure investment. The UK museum sector is Long-term erosion of more vibrant, popular and internationally respected expertise and inability to than it has ever been, but this position is now at risk. invest in maintaining the Since 2010, museums have prioritised keeping the doors open, and national and many civic museums basic fabric of buildings will have maintained free admission. To do this they have cause long-term damage had to reduce some of the less visible curatorial to the vitality of the whole and conservation functions. This is not sustainable. museum sector.

Museums Matter 2015 www.nationalmuseums.org.uk 6 Culture

Local and national government policy is that museums should practice excellent standards of museum management, engage the widest possible public with their collections, be sustainably run, and ensure the highest standards of collections care and curation so that future generations can realise the benefits of museums as people today do.

ACCESSIBLE Central government, the devolved administrations heritage and community organisations. Partnerships and many local authorities seek to reduce the barriers focus on developing new public programming, to accessing permanent collections by operating education and learning, the exchange of skills and a free admission policy. Free admission reinforces expertise and working with communities, enabling the public ownership of many museum collections: benefits to be shared with the widest possible audience. collections owned by the state, paid for in part by Museums loan thousands of objects to other museums general or local taxation and created, in many cases across the UK every year as part of mutually beneficial over a period of more than a century, by public collaborative projects. In 2013/14, DCMS-sponsored benefaction through the donation of objects or museums lent objects to 1,657 venues around the UK. money for new acquisitions. The public is able to The famously over-stuffed Horniman Walrus left the make the distinction between freely accessible public museum for the first time in 112 years in 2013 to be collections and charges for temporary exhibitions or part of the Hayward Gallery’s Curiosity exhibition at the sites where visitors are less likely to visit repeatedly. Turner Contemporary in Margate where it was seen Similarly, it draws a distinction for the public by 136,000 visitors. The Great Bed of Ware went on a between civic and independent museums (where the year-long loan from the V&A to Ware Museum where it collection is owned by a charitable trust) and allows almost tripled Ware’s annual visitor numbers. All but one the latter to generate income through admission – of the locomotives and stock on display at STEAM in although museums that charge for entry frequently Swindon is on long-term loan from the National Railway operate annual tickets and also enjoy repeat visits. Museum.

POPULAR INNOVATIVE Museums have never been so popular. Visits to the Museums have embraced new digital and technological Natural History Museum have more than tripled innovations, allowing greater public engagement. The since 2000/01 to 5,578,580 in 2013/14, and there has British Museum had 6.7 million visitors in 2014 and been a fivefold increase in visits to Royal Museums connected with 43.7 million virtually.7 As part of Imperial Greenwich to 2,488,801.5 Museums have also turned War Museums’ First World War commemorations, 7.6 the regions into must-visit destinations: around million stories have been added by the public to the 18,000 visitors attended the re-opening weekend of Lives of the First World War website. Orchid Observers The Whitworth at the University of Manchester; visits is one of the Natural History Museum’s many Citizen to museums in Oxford have doubled to 2 million Science projects, and requires the public to photograph in the last five years6; and 85% of local and 57% of any wild orchid they see and upload the photograph and holiday visitors to Penlee House Gallery and Museum their observations. The National Gallery’s Rembrandt: in Penzance are repeat visitors. Late Works exhibition was one of many exhibitions made accessible to those who are unable to travel to EXCELLENT London by providing exhibition screenings at cinemas The excellence of museums’ public programming across the UK. is demonstrated by their critically acclaimed and record-breaking popular temporary exhibitions. This success is based on two factors: the outstanding reputation of UK museums which enables them to borrow from institutions and private collections The British Museum had 6.7 million across the world; and the expertise of museum visitors in 2014 and connected staff to curate and present material in an accessible with 43.7 million virtually. way. Museums of all sizes and types regularly work in partnership to deliver collaborative projects with other museums, educational establishments, and

Museums Matter 2015 www.nationalmuseums.org.uk 7

NATIONAL & MAJOR UK museums stage some of the most successful and ambitious temporary exhibitions in the world: PARTNER MUSEUMS • Works from Anthony D’Offay’s collection of post-war and contemporary art – co-owned Visitor numbers by Tate and National Galleries Scotland – have been on tour since 2009. There have been 143 Number of people who exhibitions and displays seen by more than 35 visited national and major million visitors at 77 museums across the UK.8 regional museums • The loan of the Lindisfarne Gospels from the in 2014/15… British Library to Durham Cathedral in 2012 generated £8.3m in economic benefit for the city and was visited by 100,000 people.9 • Three temporary exhibitions – Roman Empire: Power and People, The Wonder of Birds and Homage to Manet – contributed to Norwich Castle receiving its highest number of visitors in fifteen years in 2014/15. • Since opening in London at the V&A in 2013, over 1 million people have seen the V&A exhibition David Bowie Is… at six venues across the world. 312,000 people visited the exhibition at the V&A and during that time the Museum sold 20,000 David Bowie Is… tote bags, 36,000 guitar picks and 93,000 postcards. • Generation: 25 Years of Contemporary Art was England a partnership between Glasgow Life, National Galleries Scotland and Creative Scotland and Major Partner Museums attracted 1.3 million visitors across 60 venues in 2014. 12.92million • Leonardo da Vinci: Painter at the Court of National museums Milan brought together the largest number of surviving da Vinci paintings at the National Gallery, visited by 323,897 people.10 In 2014, 48.19million over a quarter of a million people visited the Gallery to see Rembrandt: The Late Works.11 Northern Ireland • Oxford University’s Museum of Natural History took their star object, the Dodo, on a week- long tour of museums, galleries and heritage 0.77million sites from Land’s End to John O’Groats. At each stop, the Dodo “interviewed” a star Scotland object from the venue, including a 75 tonne sculpture at the Eden Project, a steam hammer at the Black Country Living Museum, a live Capercaillie at RSPB Loch Garten and the 7.93million Telford Parliamentary Church in Ullapool. Wales 1.69million In 2014, over a quarter of a million Total visitors 2014/15 people visited the Gallery to see 71.5million Rembrandt: The Late Works.

Museums Matter 2015 www.nationalmuseums.org.uk 8 Regional prosperity

Recovery from the recession requires the development of prosperity and growth across the country, business investment in communities and the raising of skills and aspiration. Businesses invest in attractive and creative environments with a strong civic infrastructure, and museums make a significant contribution to this. They have a direct economic impact of £1.45 billion on the national economy, which is supplemented by a number of indirect economic benefits.12

PLACE MAKING Museums are a major contribution to making a place online and in retail outlets worldwide. attractive to live in. Major investors, such as Rolls Cultural, and particularly museum or gallery-led, Royce in Derby and Tata Steel in Sheffield, have regeneration has revitalised local and regional been very supportive of their city museums because economies across the UK by attracting visitors, of their civic value. Museums foster creativity and residents and supplementary businesses. The curiosity, which is crucial in inspiring the designers transformation of Salford Quays began with the and technicians of the future in industry. Excellent opening of Imperial War Museum North and The museums help to encourage local business Lowry, attracting additional business, retail, leisure investment by creating an environment which helps and property investment before culminating in attract and retain workers. the development of MediaCityUK and consequent Manchester’s cultural sector, including Manchester improvements in local infrastructure. City Galleries, Manchester Museum, the Museum of Science and Industry and The Whitworth, are central SKILLS, APPRENTICESHIPS AND ASPIRATION to the national and international reputation of the Many museums have developed apprenticeship or city as a vibrant, creative and exciting place. Culture paid internship schemes, leading to employment has been central to the development of the Northern both in museums and elsewhere; others have Powerhouse, and the collaborative way in which developed programmes such as National Museums museums already work across Greater Manchester Northern Ireland’s Horizons which improved the skills, ensures that the benefits of inward investment are felt confidence and employability of young people and beyond the central Manchester postcodes. the longer-term unemployed. DIRECT ECONOMIC BENEFITS Museums have a much greater direct economic impact than they had twenty years ago. Increases in visitor numbers result in consequently higher visitor spending both at the museum and in its surrounding area. Investment in buildings and infrastructure has enabled museums to create commercial opportunities through venue hire, filming, catering and retail. Larger museums are significant employers and purchasers. Beamish is the largest tourist attraction in the North East and employs 300 staff and 350 volunteers. The economic value delivered by the British Library for society is £5 for every £1 invested. The Library generates a net economic value of £419m13. Tyne and Wear Archives and Museums Museums foster creativity and has a net economic impact on the region of £8.5m per year, whilst Ironbridge Gorge Museums Trust lets curiosity, which is crucial in inspiring property to enterprises which have a resonance with the designers and technicians of the collection. Many museums develop commercial the future in industry. partnerships with retail, designers and production partners, and utilise their collections as the inspiration to create products which are sold in the museum,

Museums Matter 2015 www.nationalmuseums.org.uk 9

THE ECONOMIC IMPACT OF OUR MUSEUMS

The Gross Value Added (GVA) generated by the Government support is less than museum sector in England in 2012/13 was estimated at of £1.45billion 0.09% GDP Museums and the ratio of generate this to public 20p £3INCOME sector grant is FOR EACH £2.20:£1 GRANT GROSS VALUE ADDED £1 PUBLIC INVESTMENT

Manchester National Museum of Scotland, Edinburgh 16 Generating principal £67.8m cultural institutions national economic benefit employ the equivalent of 2,152 Supporting Providing a 3:1 return FTE JOBS 3,124 giving a total GVA impact of FTE JOBS for every £1 spent by the Scottish Government, £86.9m the Scottish economy benefits by at least £3.19 directly generating National Media Museum, Bradford £81m Generating of additional £26.4m for the UK economy tourist with expenditure £24m directly benefitting Natural History Bradford district Museum, London 3 VISITOR EXPENDITURE = In 2010 the Natural History Museum's economic impact £20,649,200 was assessed as between Imperial War Museums £253m and The IWM’s 5 sites have a total £ £262m economic impact of £80.5m

Museums Matter 2015 www.nationalmuseums.org.uk 10 Tourism

The economic output of the tourism industry in 2013 was £56 billion. It employs 2.8 million people, is the UK’s fifth largest industry, and is critical to the economic sustainability of many regions of the UK.14 Government has recognised this by promoting tourism on a national and international level through the GREAT campaign, which has sought to capitalise on the galvanising effect of the London Olympics and Paralympics, the Diamond Jubilee and the Commonwealth Games.

DOMESTIC TOURISM 112.9 million overnight domestic trips were made Encouraging short-stay visitors to visit other UK in 2013.15 The domestic market continues to be regions and long-stay visitors to venture outside the mainstay of the tourism industry, and, as the of London is a priority for tourism bodies and UK’s most popular tourism attractions, museums destination management organisations. As culture are critical to its success. When it opened in 1993 rates so highly as a reason for overseas tourists to visit it was hoped that Tate St Ives would attract 90,000 the UK, museums are in a prime position to deliver visitors per year: it now receives over 240,000.16 67% this. The Wordsworth Trust, which manages Dove of visitors to Penlee House Gallery in Penzance visit Cottage in Grasmere, makes special provision for from outside Cornwall, with the same proportion Japanese visitors drawn to the Lake District because visiting Penzance with the specific intention of going of the popularity of Beatrix Potter in Japan. Overseas to the Gallery.17 Up to 60% of visitors to Ironbridge visitors accounted for 25% of visitors to Dove Cottage Gorge Museums stay overnight in the area and between April and July 2013. approximately 50% of Beamish’s visitors travel from outside the region. Visits to a museum or gallery form TOURING EXHIBITIONS part of city breaks, family holidays and visits to see UK museums lend high profile objects or touring friends, and are a way to fill free time on a business exhibitions to venues in all of VisitBritain’s top trip. Museums work with destination management 20 markets for projected growth between 2011 organisations and are part of Local Enterprise and 2020, and in doing so raise the profile and Partnerships to be central to a region-wide tourism recognition of the museums. National Museum Wales’ offer. Heritage Lottery Fund research concludes that exhibition Pastures Green & Dark Satanic Mills: The heritage-based tourism was worth £26.4bn to the UK British Passion for Landscape toured to four venues economy in 2011.18 in the USA. Accompanying the exhibition was a brochure which connected the industrial and pastoral OVERSEAS TOURISM landscapes of the exhibition with visitor destinations Museums are a key strength for the UK’s international in Wales. brand, and for many are the main reason to visit.19 Overseas visits to DCMS-sponsored museums have more than doubled since 2001/2, with over 21.75 million overseas visits in 2013/14.20 VisitBritain research has found that perceptions of the UK’s history, vibrant city life and cultural heritage are deeply valued, especially in China, India, Australia and Italy, and when asked what cultural products they associated with the UK almost half of overseas visitors name museums.21 Museums are adapting their offer and improving their marketing to attract overseas tourists – websites, audio guides and apps are produced in many different languages, café menus have been altered and partnerships formed with tour Museums are a key strength for the groups. UK’s international brand, and for many are the main reason to visit.

Museums Matter 2015 www.nationalmuseums.org.uk 11 Soft power

Soft power is the influence achieved through activities which are not formally organised by governments. Exercising soft power is to communicate with a larger audience and seek attitudinal change over a longer period of time, and is more important than ever in an increasingly digitally connected world. Areas of the world with rapid economic, social and political change are now more familiar and visible to a UK audience and vice versa; making the UK public more curious about their culture, history and heritage, yet also making the world more curious about UK history, culture and heritage. A positive view of the UK increases trust, which is a powerful diplomatic and economic tool. The UK has the greatest soft power capability in the world.22

DIPLOMACY The international work of museums makes a major becoming part of museums’ role in enabling visitors to contribution to the UK’s soft power capability explore the world around them. and influence overseas. It creates channels of communication, a positive impression of the UK and DEVELOPMENT the conveying of different perspectives which may Museums with international collections develop not be achieved through more conventional forms of good relationships with source communities, to diplomacy. The position of UK museums as working ensure objects are handled sensitively and a body of at arms-length from government allows them to knowledge is developed in collaboration. Museums create mutually beneficial relationships and build trust are uniquely able to present objects and exhibitions based on institutions’ shared interests. in a contemplative environment, allowing visitors to Many UK museums have long-held international explore their own culture, history and identity, as well as links derived from the focus of their collections, their those they see as “other”. For these reasons museums expertise, their audiences or their location. Loans, can play a key role in post-conflict reconciliation and academic study, acquisitions, peer support, special international development. exhibitions, research and staff exchanges all provide the means by which international links develop. The TRADE long-standing relationship between UK museums and Good but less formal relationships developed or their Russian counterparts demonstrates the ability sustained through cultural activity can create a positive of museums to maintain good working relationships context within which more formal trade relationships when more formal channels of communication can flourish. The British Council reports Trust Pays and face challenges. The British Museum’s loan Illissos Culture Means Business demonstrate the hugely positive (one of the Parthenon Sculptures) to the Hermitage impact of cultural activity. The cultural relationship to mark the Hermitage’s 250th anniversary and the between the UK and the Gulf States, China, India and V&A’s borrowing of objects from A.A. Bakhrushin Korea are all hugely significant and necessary parts State Central Theatre Museum in Moscow (both in of wider bilateral relationships. Those reached by UK 2014), and the Science Museum’s 2015 exhibition cultural activities are more likely to feel trust towards Cosmonauts, produced in partnership with numerous UK people, as well as being more likely to favour its Russian institutions, illustrate this. education system and to do business with the UK. The Fitzwilliam Museum’s exhibition Search for Brazilians with no family or other ties to the UK felt Immortality: Treasures of Han Tombs (the largest ever significantly more trust after experiencing the UK’s loan of treasures from the Han tombs to a Western cultural products.23 institution), the Ancient House in Thetford’s work with Anglo-Indian Sikhs and Royal Museums Greenwich’s research with communities in the Niger Delta demonstrate the breadth of museums’ international The UK has the greatest soft relationships. Museums’ international work both power capability in the world. develops from and supports their work with local communities and the impact on domestic UK audiences of international partnerships is significant,

Museums Matter 2015 www.nationalmuseums.org.uk 5 12 A GLOBAL VIEW Norfolk Museums Service British Museum of the Science Museum’s The museums service is working to increase The British Museum’s has lent a Parthenon sculpture to 79% Norfolk tourism with its Norman Connections the Hermitage Museum, St Petersburg in celebration of collaboration with museums in Normandy. its 250th anniversary and ongoing collaboration. The British Museum loans to 482,000 #france #russia international twitter followers are from overseas 151 venues 6 Science Museum 13 Royal Pavilion & Museums, Brighton building partnerships The Science Museum collaborated with scientists and Brighton Pavilion is working on a research project with 15 Bristol Museum & Art Gallery sta at CERN for their Hadron Collider exhibition. worldwide Indian institutions and descendants of India soldiers who The museum worked with the city of Touring internationally in 2015, it attracted large used the pavilion as a hospital during the FWW. audiences in France before opening in Australia. Jingdezhen on the exhibition Ahead of the #india Curve: new china from China 1 Pitt Rivers Museum, Oxford #switzerland #china The Pitt Rivers, working with the University of Aberdeen, lent five Native American shirts from the Blackfoot tribes 7 Horniman Museum 14 British Library to Glenbow and Lethbridge Museums as part of a wider 16 project with Blackfoot communities. Research in Romania, and collaboration with its Working with the Qatar Foundation, the library Museum of Archaeology & Anthropology, Cultural Institute has informed the museum’s has digitised millions of records on the history Cambridge #canada ‘Revisiting Romania’ exhibition. of the Gulf for the first time, building strong The Museum displayed one of the great art #romania relationships with the Qatari government. treasures of Vietnam. Gióng by Ngugen Tu' 2 Natural History Museum #qatar Nghiêm was lent by the Vietnam Museum of The Natural History Museum more Fine Arts for the Cambridge Festival of Ideas. than doubled its profits in a single year as exhibitions 12 #vietnam reached new regions in North America and Asia. #usa #asia 1 5 6 7 International 2 Our international exhibitions are a 15 outreach brings the story of 14 3 catalyst and 9 UK science, history 13 17 Imperial War Museums and innovation advertisement IWM has developed a touring exhibition to overseas populations, 16 based on their FWW Galleries and using for the UK’s growing 350 IWM objects. The tour opened in from schoolchildren international 8 Melbourne in April 2015. to world leaders #australia tourism National Museums Liverpool 3 industry 11 NML worked with the Instituto Nacional de Antropología The Imperial War Museum is e Historia to borrow 385 objects from museums and Maya sites in Mexico for the 2015 Mayas exhibition 4 17 working with #mexico 3,332 10 groups 4 Tate from Tate has a long term partnership with Pinacoteca, Brazil, including the jointly 52 countries WW1 curated Mira Schendel exhibition. to commemorate #brazil the First World War

The Natural History Museum works 8 Royal Museums Greenwich 10 Tyne & Wear Archives & Museums RMG is conducting research on the African palm oil trade using TWAM has a long standing relationship with the museums Museums’ international relationships in over countries their collections and working with communities in Nigeria. of Nelson Mandela Bay in the Eastern Cape of South Africa. contribute to the UK’s #nigeria #southafrica 70 worldwide soft power conducting 9 V&A 11 National Museums Scotland capability Over 40 works from the V&A's street art collection were National Museums Scotland ‘Agents of Change’ project research collaborations, and provide an collections development, displayed alongside works by Libyan artists in Benghazi skilled up curators in Malawi and promoted knowledge and Tripoli in 2012. It was the ﬁrst international exchange. Their David Livingstone exhibition toured to ﬁeldwork and science exhibition to take place in Libya after the revolution. the Chichiri Museum, Malawi. attractive backdrop as well as exhibitions #libya #malawi for business 13 Communities

Being a steward of the civic infrastructure to support peaceful and prosperous communities is a critical function of both central and local government. Ensuring no group in society feels marginalised or isolated is fundamental to making communities safe, raising aspiration and creating vibrant and thriving places to live. Fostering a sense of community – understanding differences and sharing commonalities – is a powerful way of encouraging civic engagement and participation in civil society to celebrate, commemorate or help in times of crisis.

SAFE AND SOCIAL CIVIC SPACES COMMUNITY INVOLVEMENT Museums are safe and social spaces: warm and The nature of museum collections provides museums welcoming to the whole community. A visit to the with the opportunity to actively engage groups in their permanent collections of the national museums, communities and ensure their stories are documented. university museums and the majority of local The Discovery Museum in Newcastle has developed the authority-supported museums in the UK is free. Destination Tyneside gallery to present the long view Museums are one of the few genuinely egalitarian of immigration to the area; working with OutStories civic spaces and many people view the collections Bristol, MShed documented the experiences of the as a common treasury for all. The profile of museum LGBT community in the city in Revealing Histories; and visitors shows that they span all ages, socio- the British Museum exhibition Hajj: Journey to the Heart economic backgrounds and ethnic groups. The RAF of Islam was visited by approximately 60,000 British Museum and Science Museum both provide special Muslims – many travelling from across the UK on a support access for people with autism, and there family day out.24 The proportion of visitors to museums are projects to welcome vulnerable people such from hard-to-reach communities, as well as the as Burrell for Blokes for older men in Glasgow and number of black and ethnic minority visitors, has grown the issuing of free passes to all looked after children substantially.25 Almost a third of adults living in hard-to- by Norfolk Museum Service. Museums have saved reach communities in Northern Ireland visited one or much-loved community assets, such as the Hetton more National Museums Northern Ireland sites in 2014. Silver Band Hall which was moved brick-by-brick to Beamish. Some museum buildings have been re- MEMORY AND IDENTITY designed specifically to be more welcoming. The Museums tell local, national and international stories, Whitworth is within one of the most deprived wards giving a sense of shared heritage and a long view in Manchester and wanted the local community to of our social and political evolution. Few other become a greater part of the life of the institution. civic institutions have the public trust, collections Following the major refurbishment large glass or infrastructure to mastermind large scale acts of windows, dedicated spaces for noisy activities and remembrance, as demonstrated by the UK-wide an extension have made the building much less commemorations of the First World War led by Imperial intimidating. It worked: the Whitworth met its annual War Museums. Regimental and military museums are visitor target within twelve weeks of opening. particularly important to veterans and their families. Historic anniversaries allow for the reaffirmation and reassessment of community values: from the creation of Magna Carta; to the Battle of Waterloo; to the fight for women’s suffrage. Exhibitions, events and digital programming – and the process of developing these – allow communities to address difficult histories in a measured way with the museum as the mediator. National Museums Northern Museums are one of the few Ireland worked with Wolverhampton Art Gallery to bring together sixty paintings associated with the history genuinely egalitarian civic spaces. of the Troubles. The purpose of the exhibition and associated events, about a subject where there is an unresolved legacy and continuing sensitivities, offered a way of exploring recent history and reflecting on the impact of violence and division in the community.

Museums Matter 2015 www.nationalmuseums.org.uk 14 Health & well-being

There is growing evidence that social isolation is twice as bad for health as obesity or smoking fifteen cigarettes a day, and yet nearly two million people over 50 suffer from severe loneliness.26 By working in partnership with specialist organisations such as charities, care providers and community groups, museums are able to devise specific programmes to draw people back into society and tackle loneliness and alienation. Protecting the vulnerable and addressing social exclusion is a requirement of central and local government, as is improving public health to provide an environment for people to be healthy and happy.

PUBLIC HEALTH As people stay healthy through social connection, to help alleviate it. Mental health services and public they reduce pressure on the health services. A health bodies recognise the benefits of participation museum building is a sociable place: somewhere in the arts, culture and heritage; this is supported by warm and safe which appeals to people of all ages research by the Royal Society for Public Health,30 and backgrounds. The objects in museum collections, Canterbury Christ Church University and University interpreted by skilled staff, stimulate memories, help College London.31 The National Army Museum and people make sense of a confusing world, provide the Royal Albert Memorial Museum run therapeutic joy, and are the start for a conversation. These have projects for former service personnel. The Capture been shown to positively affect mood, self worth and It project, delivered by Manchester Art Gallery and a general sense of well-being.27 Local authorities, Wigan Child and Adolescent Mental Health Services, hospitals and social care agencies work with was based around creative workshops in the gallery museums to reduce the need for more costly social inspired by the art works on display. It enhanced interventions as they commission museums to deliver recovery and built self-esteem in young people with a programmes. Objects can also make a message more history of self-harm and eating disorders.32 relevant and memorable: Nottingham City Council used the John Players Collection at Nottingham HAPPINESS Museums to demonstrate the dangers of smoking to Participating in museums is associated with an young people. increase in happiness equivalent to earning an extra £3000 a year and correlated with improved MENTAL HEALTH health and well-being.33 A study of Scottish Supporting an aging and increasingly isolated museums showed that 90% provided opportunities population is a great concern for both local and for volunteers, with benefits including increased national government. In England alone, 676,000 employability for younger people and offering retired people have dementia; it is estimated that this people a chance to stay active and maintain skills number will double in the next 30 years and in 2012 and knowledge.34 95% of participants in National the Prime Minister launched Challenge on Dementia Museums Northern Ireland’s health and wellbeing 2020.28 Handling objects which are familiar from programmes reported an enhanced quality of life and their childhood can stimulate memories for those greater social interaction. with dementia and prompt conversations with other people which may not otherwise be possible. Projects which provide access to museum collections for people with dementia (and their carers) – such as House of Memories at National Museums Liverpool Participating in museums is or the activities run in the 1940s Orchard Cottage associated with an increase in at Beamish – are celebrated by public health professionals. happiness equivalent to earning an extra £3,000 a year and correlated One in four people in the UK suffer from a mental health problem every year.29 There is increasing public with improved health and well-being. recognition of the importance of supporting those who suffer from poor mental health and to find ways

Museums Matter 2015 www.nationalmuseums.org.uk have worked with the long-term Museum North have worked unemployed to reshape lives through ten weeks of ten weeks of lives through unemployed to reshape and help to deliver an annual event for wider London Five continue to regularly give tours of the museum, give tours of Five continue to regularly programme to teach refugees to become tour guides. to teach refugees programme Imperial War Manchester Museum and Imperial War Since 2007, museum volunteering. In the last three years, 82% of years, 82% of museum volunteering. In the last three refugee populations. refugee has run a regular Museum has run a regular Since 2012, the Wallace part in drawing sessions in the gallery. The NPG works part in drawing sessions the gallery. Portrait Gallery to allow those with disabilities take like these. like extensively with local disability charities to create events extensively with local disability charities to create ‘The the National at Drawing Room’ is a monthly project Employers can now see that I am someone who has Employers can now see that just skills. The support I received has not a variety of helped me to build a future, but has me to turn my life around. 203 participants completed 80 hours of training, with 203 participants completed 80 hours of Access for all Many of the UK’s 700,000 people with autism find it dicult to the UK’s 700,000 Many of The Science noise and crowds. visit museums because of Birds’ sessions allows them to visit the museum Museum ’s ‘Early events. with their families in the early morning for tailored Autistic Society gave its Autism the National In 2014, to the RAF Museum , a first in Access Award cultural sector. Leeds Art Gallery Eye’ ‘Queer has been holding a weekly group, the gallery’s through culture collections and LGBT looking at age 17 to 80. Lives’ exhibition, with participants from ‘Parallel has built Army Museum ’s ‘Soldier’s Art Project’ The National connections between the museum and serving army personnel, drawn often in new acquisitions. Participants were resulting with less experience of lower socio-economic groups from visiting museums. with Albert Memorial Museum worked The Royal PTSD’ and service people suering from ‘Aftermath using a British Museum touring stress, combat-related American warrior societies. exhibition on Native 93% achieving a literacy qualification. its own volunteer is growing Ironbridge Gorge Museums Trust its base, as well advising many other museums. Over 25% of under 30 and it has supported over 60 people to volunteers are its gain employment in the last 3 years following volunteering at museums. Navy runs a Museum of the Royal The National BME people from to encourage more programme to work in the museum sector, backgrounds people who have to reach including a roadshow visited the museum. never previously younger audiences to events attract Evening explored museums. The V&A ’s ‘ Supa World’ black action characters the development of in comics, films and graphics, while teenagers Museum of visited the National Night’. Scotland on Halloween for ‘ Zombie Portrait GalleryThe National project is an Eect’ ’s ‘Domino working with local young people not in annual programme employment or training. education, Participant on the National Portrait Gallery on the National Participant Project ‘Domino E ect’

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f every stage Care Home Resident, Norwich I used to go to museums now; but not it’s wonderful to see the Wallace brought Collection a to me, I’ve learnt Visits out are lot. rare; the loan box project enables us to go places without going. access Museums’ collections are held in trust for the whole of society. spaces give and dedicated programmes Events, at of life... of 16 Education

Children’s formal education continuously adapts to prepare them for a quickly changing world. In recent years the school curriculum has changed to include updated computer science, a broader span of history and non-European languages. Education is more than just the formal curriculum and schools and families seek inspiring experiences for young people to help raise aspiration, make learning memorable and equip them with the skills and curiosity for adulthood. UK universities attract under- and post-graduate students from across the world and provide some of the best and most varied tertiary education available. The benefits of lifelong learning – in both formal and informal environments – are well documented, contributing to health and happiness and increased earning potential.

SCHOOLS AND YOUNG PEOPLE In each week, 4% of the child population in Galleries runs a digital learning tool for teachers, My England visits a museum.35 The nature of museums’ Learning, which covers the breadth of the school collections allows them to support the teaching of curriculum and includes 300 resources from 230 a number of subjects across the school curriculum museums and archives. through visits to museums, digital resources, collaborative projects or object handling boxes sent LIFELONG LEARNING to schools. Museums provide teaching and learning experiences Object-based teaching enriches the curriculum and at many different life stages. Museum staff teach adds a dimension to understanding and learning on Higher Education courses and provide free or which cannot be achieved by classroom teaching affordable access to university-level learning by alone. Research shows that 95% of teachers feel working with universities on the development of their pupils are inspired to learn more after visiting Massively Open Online Courses (MOOCs). Museums a museum; 88% would explore new ideas with their provide vocational training for local businesses and pupils as a consequence; and 94% thought pupils run hundreds of adult learning courses, as shown would improve subject-related understanding.36 by Glasgow Museums’ dedicated online adult Visiting museums in childhood is associated with learning resource. Museums are a less intimidating better qualifications and employment in later life. In environment in which to learn and objects make the 2014 Scottish Household Survey, 41% of those learning easier: basic adult literacy is taught through with degrees or professional qualifications reported English at the Museum at the Royal Albert Memorial visiting museums and galleries during childhood, Museum in partnership with Exeter College, and the compared with 20% of those with no qualifications.37 Museum has taken objects into Exeter and Dartmoor prisons for their Brain Gym sessions. Museum education has been revolutionised over the past 20 years, from a “look and don’t touch” approach to providing inspirational and immersive experiences such as Against Captain’s Orders at the Royal Museums Greenwich. This interactive theatrical experience was developed with the theatre company Punchdrunk. Aimed at 6-12 year olds, with their families and in school groups, it allowed children to be active participants in a journey through the Museum’s collections. There is also an increasingly greater role for museum educators in teacher and learning assistant training In each week, 4% of the child and in the provision of classroom resources. The population in England visits a museum. British Museum, working with museums across the UK, developed Teaching History in 100 Objects to support the History curriculum. Leeds Museums and

Museums Matter 2015 www.nationalmuseums.org.uk 17 Innovation

Innovation is the foundation of business success and takes many forms – ground-breaking research, scientific developments, creative design or artistic output. Innovation may be the adoption of new forms of technology or finding an alternative way of using something more traditional. Government, business and universities all wish to encourage and sustain innovation and place greater emphasis on knowledge. As knowledge-based institutions with collections, museums provide a valuable asset to innovation. They support academic research, technological development, the creative industries and the development of new digital products.

RESEARCH INSPIRING BUSINESS AND DESIGN Museum collections provide unique source materials Museum collections are a rich source of inspiration for research. Museums of all sizes work in partnership for the UK’s creative industries. Museums are also with higher education and research institutions and able to showcase new or local design through technology developers, and museum-led research is events, exhibitions and retail. The V&A, as the world’s funded by a variety of organisations. More than 350 leading museum of art and design, is an invaluable scientists work at the Natural History Museum and source of inspiration to the UK’s creative sector. in partnership with international collaborators they It, like Leeds Museums, Manchester City Galleries publish over 700 scientific papers each year using and many more, works with an array of creative the collection of over 80 million specimens spanning businesses from architects to fashion houses to 4.5 billion years. This research tackles pressing global games designers. Museums work with students, SMEs issues such as improving crop yield for a growing and internationally-recognised firms as co-creators, global population or tackling the spread of malaria inspiration or to provide a showcase. The Museum of through the study of mosquitoes. London Tweed, based on fabric in the collection, was created by British fashion labels Liberty and Christy’s A number of UK museums are formally recognised Hats. It was then turned into a suit by London tailors research institutes with Independent Research Norton & Sons and modelled for a global audience by Organisation status, conducting research that makes musician Tinie Tempah for London Collections Men, a a significant contribution to the sum of human showcase of British menswear. knowledge. Museum research is led by museum curators, who are highly regarded in their academic fields, and they support numerous museum-based DIGITAL collaborative doctoral awards. The subjects explored Museums have become leaders in digital innovation. by museum-led research are numerous and diverse: They are respected publishers of trusted content, recent examples include the study of prisoner of war serving the audience which visits the museum as well diaries; turtle diversity; food distribution networks; as another which may not. Museums have embraced digital preservation; osteology; fashion and African opportunities for major partnerships with both small cities; faith, slavery and identity; and children’s play in and multi-national digital technology companies the new media age. and have transformed museum data into an asset. Increasingly sophisticated virtual tours and games have allowed geographically remote audiences to build relationships with museums. Tate’s annual IK Prize celebrates creative talent in the digital industries. The 2014 winner, Tate After Dark by London studio The Workers, allowed users of the app to see the Tate Britain galleries over four nights via camera-mounted robots who were guided by “masters”: the first master Museum collections are a rich was Colonel Chris Hadfield, retired commander of source of inspiration for the the International Space Station. The project won UK’s creative industries. Apollo’s 2015 Digital Innovation of the Year and was honoured at the 2015 Webby Award.

Museums Matter 2015 www.nationalmuseums.org.uk REFERENCES

1 Public attitudes towards arts and culture: ComRes research study for Arts Council England, 2014 http://press.artscouncil.org.uk/press_releases/112/ 2 Total 2014-15 visitor figures for NMDC member museums: National museums in England, Northern Ireland, Scotland and Wales, English Major Partner Museums and Glasgow Museums. 3 DCMS Taking Part Survey 2014/15 https://www.gov.uk/government/statistics/taking-part-201415-quarter-4-statistical-release 4 http://www.artscouncil.org.uk/media/uploads/The_Economic_Impact_of_Museums_in_England-FINAL_REPORT.pdf 5 DCMS Sponsored Museums and Galleries KPIs 6 http://www.museums.ox.ac.uk/drupal7/content/facts-and-figures 7 http://www.britishmuseum.org/about_us/news_and_press/press_releases/2015/annual_review_2015.aspx 8 Artist Rooms: The First Five Years. Published by Tate, 2015 9 http://www.bbc.co.uk/news/uk-england-tyne-25220635 10 https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/229067/0490.pdf 11 http://www.nationalgallery.org.uk/about-us/press-and-media/press-releases/more-than-a-quarter-of-a-million-people-visit- rembrandt-the-late-works 12 http://www.artscouncil.org.uk/media/uploads/The_Economic_Impact_of_Museums_in_England-FINAL_REPORT.pdf 13 http://www.bl.uk/aboutus/stratpolprog/increasingvalue/economicevaluation_summary.pdf 14 House of Commons Library Briefing on Tourism 2015, p.3. 15 House of Commons Library Briefing on Tourism 2015, p.3 and DCMS Taking Part Survey. 16 http://www.tate.org.uk/download/file/fid/44097 (p.92) 17 http://www.cornwall.gov.uk/media/3624815/max_impact150.pdf (p. 10) 18 https://www.hlf.org.uk/about-us/media-centre/press-releases/new-research-reveals-heritage-tourism-boosts-uk-economy- tough 19 Culture and Heritage Topic Profile, VisitBritain, 2010 20 Visitors from overseas made more than 21.7m visits to the 17 museums sponsored by the DCMS in 2013/14, up from 9.6m in 2001/2. Overseas visitors also make a significant number of visits to national museums in Scotland, Wales and Northern Ireland and to those sponsored by the Ministry of Defence. Figures from DCMS Sponsored Museums and Galleries KPIs. 21 Overseas Visitors to Britain, Understanding Trends, Attitudes and Characteristics, VisitBritain, 2010 http://www.hlf.org.uk/values-and-benefits-heritage, p.13 22 http://softpower30.portland-communications.com/ 23 Trust Pays, British Council, p.11 24 http://www.theguardian.com/world/2012/apr/13/hajj-exhibition-british-museum 25 https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/360009/Taking_Part_2014_15_Quarter_1_ Report.pdf, p. 51. From 2005 to 2014, the proportion of museum visitors from lower socio-economic groups had increased to 38.1% – the fastest growth of any socio-economic group. Similarly, there have been substantial increases in BME visitors since 2005/06, from 35.4% to 43.4%. 26 http://www.theguardian.com/commentisfree/2014/oct/14/age-of-loneliness-killing-us; http://www.campaigntoendloneliness.org/threat-to-health/; http://www.campaigntoendloneliness.org/references/ 27 Arts, Health and Wellbeing Beyond the Millennium: How far have we come and where do we want to go?, a report by the RSPH Working Group on Arts, Health and Wellbeing, June 2013, p.58 28 http://researchbriefings.files.parliament.uk/documents/SN07007/SN07007.pdf 29 http://www.mind.org.uk/information-support/types-of-mental-health-problems/statistics-and-facts-about-mental-health/how- common-are-mental-health-problems/ 30 https://www.rsph.org.uk/en/policy-and-projects/areas-of-work/arts-and-health.cfm 31 http://rsh.sagepub.com/content/133/1/66 32 Health + Culture: How museums and galleries can enhance health and well-being by Manchester Art Gallery, Manchester Museum, Whitworth Art Gallery, Lime and Central Manchester University Hospitals NHS Foundation Trust. 33 Museums and happiness, Daniel Fujiwara, 2013 http://www.happymuseumproject.org/wp-content/uploads/2013/04/Museums_ and_happiness_DFujiwara_April2013.pdf 34 Baird, L. & Greenaway, L. (2009). Volunteering in museums. A research study into volunteering within museums Museums Galleries Scotland 35 DCMS Taking Part Survey 2014/15 https://www.gov.uk/government/statistics/taking-part-201415-annual-child-release 36 What did you learn at the museum today?, Research Centre for Museums and Galleries at University of Leicester, 2005, p.12. 37 Scotland’s People Annual Report: Results from 2013 Scottish Household Survey http://www.gov.scot/Publications/2014/08/7973/13

Front cover images – Main image: Children on underfloor cases in the Expanding City gallery © Museum of London; Smaller images L–R: Ashmolean Museum Early Italian Art Gallery © James Hudson; Making the museum dementia friendly, Royal Albert Memorial Museum & Art Gallery, Exeter; Family learning © Leeds Museums and Galleries; Curator working on ‘Brains: The Mind as Matter’ at the Museum of Science & Industry, Manchester.

Museums Matter 2015 www.nationalmuseums.org.uk