AUGUST 2018

CELEBRATING OUR SPORTING HERITAGE A sports museum for feasibility study CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 2

CONTENTS

EXECUTIVE SUMMARY 3 SECTION I: INTRODUCTION AND BACKGROUND 5 SECTION II: THE FEASIBILITY APPROACH - A TWO STAGE REVIEW 5 SECTION III: SUMMARY RECOMMENDATIONS 7 SECTION IV: SPORTS MUSEUMS AND COLLECTIONS REVIEW 8 SECTION V: FEASIBILITY CONCLUSION THEMES 14 SECTION VI: DETAILED FEASIBILITY RECOMMENDATIONS 17 HEADLINE RECOMMENDATIONS 18 PROPOSALS FOR FURTHER CONSIDERATION BY RESPECTIVE NATIONAL ORGANISATIONS 41 SECTION VII: CONCLUSIONS AND RECOMMENDED NEXT STEPS 44 APPENDICES 46 APPENDIX A: FRAMEWORK FOR ACTION – APPROACHES FOR FURTHER FUTURE CONSIDERATION 46 APPENDIX B: FEASIBILITY SOURCES: DOCUMENTS AND STAKEHOLDERS CONSULTED TO INFORM THE REVIEWS 48 PHOTOGRAPHIC CREDITS 51

Client: Museums, Archives and Libraries Division (MALD), Report Authors: Just Solutions Consultants : Final Report August 2018 Email: justsolutionsonline.co.uk wwwjustsolutionsonline.co.uk © Copyright Just Solutions The right of Just Solutions to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patent Act 1988. CELEBRATING OUR SPORTING HERITAGE 3 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

EXECUTIVE SUMMARY

1. The Welsh Government 5. The main feasibility findings can be commissioned a feasibility study for a summarised as follows: Football/Sports Museum for Wales in 2017. a. Operating to the levels required for the Accreditation standards for a 2. The feasibility study involved National museum requires significant appraisal of a wide range of options levels of capital and revenue for a National Sports Museum. The expenditure. For example, the nearest review also identified that there national sports museum to Wales, the is currently no sporting heritage National Football Museum, started strategy, policy or guidance for the out in 2001 within a construction specialism. Consequently, the detailed costing over £12m and located at the report contains proposals for further football stadium, Preston. consideration, including the formation of However, with an annual deficit an Expert Sporting Heritage Panel that of over £400k and only 100,000 could be responsible for establishing attendances, it was invited to move to a National Vision for Sporting Heritage with an offer to underwrite and an associated Framework for £2m of running costs per annum, and Action. in 2012 it relocated to occupy the six storey building. As an attraction 3. The study considered evidence from with free admission, it is now UK and international football and other generating over 500,000 visit numbers sports museums. Discussions were held a year but still costs over £2.65m to with: major national sports associations run, generating an income of £230k and governing bodies; collectors and from visitors and £2.58m from grants enthusiasts; Amgueddfa Cymru - and donations. National Museum Wales (Amgueddfa Cymru) and other museums in Wales b. Given the challenging current where collections include sporting financial climate and evidence from artefacts. The final report presents other national sports museums, this the detailed findings and makes a study concludes that a large scale, series of recommendations for further new infrastructure project for Wales consideration and action. would be unable to generate sufficient income to be sustainable without a 4. The report also illustrates how a case substantial level of subsidy. Instead, to support the protection of Wales’s it concludes that to deliver a National sporting heritage can be set in context Sports Museum in Wales, it would be with the well-being objectives set out more effective to enhance an existing the Welsh Government’s Programme museum with a relevant collection, to for Government, Taking Wales Forward build on, adapt and make best use of 2016-2021 i.e. helping secure a nation extant opportunities, facilities, funding, that is healthy and active; ambitious staff and expertise. and learning; united and connected; prosperous and secure. c. In respect of football, the largest team , which also has no national stadium, the town of has a legitimate claim to be considered the spiritual of CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 4

the Welsh game. In 2000, Wrexham In conclusion, the key County Borough Council purchased recommendations for Welsh the Welsh Football Collection with Government are contained within the financial support from the Heritage detailed report as follows: Lottery Fund and of Wales. The collection Investment in the extant is stored and cared for by Wrexham Wrexham Museum to establish County Borough Museum and used a National Football Museum for as the basis for regular exhibitions. Wales supported by an extended Wrexham also has existing partnership partnership with Amgueddfa Cymru, arrangements with Amgueddfa Cymru subject to further detailed discussions which could be extended, by mutual with the key parties. agreement. These factors make Wrexham Museum a logical place to provide a home for an appropriately scaled National Football Museum for Wales, also serving as a future hub for wider community outreach, learning and mobile exhibitions programmes.

Based on the report’s current proposals, the initial estimate of the capital cost for such a facility is around £4,400,000, and the additional running costs to support the proposed Museum are estimated to be in the order of £144,500 per annum.

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SECTION I: INTRODUCTION AND BACKGROUND

Introduction is undeniably strong, as evidenced by its high profile, relatively large fan base and 1. This report has been prepared by the Council’s significant commitment to Just Solutions consultants, who were football heritage, demonstrated through commissioned by Welsh Government, its establishment of a Welsh Football Museums Archives and Libraries Division Collection. However, although this feasibility (MALD), to undertake a feasibility study study was initially proposed to investigate to help inform future decisions regarding the case for a National Football Museum, the creation of a National Football/Sports in recognition of the achievements of many Museum for Wales, reflecting the importance Welsh sports and sports people, a decision of Welsh Sporting Heritage and Culture. was taken to widen the scope of the work to consider all sports and location options. 2. Whilst appraising a range of options for a National Museum, as required in the feasibility brief, the review also identified SECTION II: THE FEASIBILITY APPROACH that, despite the importance of sporting heritage to many people and communities, there is no current strategy or policy for - A TWO STAGE REVIEW the specialism. Consequentially, whilst this feasibility study has focussed on examining the potential to secure a successful sports 4. The first stage of the National Football/ museum, a way forward has also been Sport Museum for Wales feasibility was described that reflects the very varied nature completed in December 2017, with a of challenges and recommendations arising presentation of the findings undertaken from the review. Therefore, it embraces in January 2018. This enabled client other proposals for further consideration, consideration of the preferred way forward, including the formation of an Expert Sporting including the most likely viable option(s), Heritage Panel that could be responsible for informing the direction of the second stage establishing a national vision for Sporting review. Heritage and associated framework for action - providing the rationale for future 5. Key tasks undertaken during the first work, delivered by way of a phased plan. stage included: Background a. A comprehensive, desk-based research exercise examining an initial long list of over 200 sports related 3. One of the initial drivers for this feasibility museums, with this evidence base study, was a Wrexham National Football later rationalised to 80 museums and Museum campaign, represented by a collections considered relevant to the number of articles published on-line (Plaid report findings; Cymru, Daily Post, Wales Online, Nation Cymru, et al, 2015-2017) and initially b. Discussions with key national debated at the (03/02/16). The stakeholders; campaign promoted the view that Wrexham is Welsh Football’s ‘spiritual home’, and c. An appraisal of the national football highlighted local support for Wrexham and sports museum options that were Club (WAFC) together set out in the original brief, to inform with a desire to secure future investment conclusions about a preferred way in a National Football Museum in north forward, these included the consideration Wales and the upgrading of the Racecourse of: stadium (the home ground of WAFC). The passion for football in the Wrexham area CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 6

l A football museum; b. An enhanced Principality Stadium attraction embracing rugby heritage l A national museum of sport; and interactive/learning; possibly incorporating relevant Sports Hall of l A museum that encompasses sport Fame artefacts which are currently stored and other cultural disciplines such as in the Stadium; contemporary art and film; c. Further development of the CC4 l A sports themed attraction with a Museum of Welsh Cricket considering the museum at its core, incorporating a case for further investment for the cricket contemporary sporting hall of fame and a museum on the back of agreed Welsh sports education facility. Government Major Events funding;

6. The conclusion, agreed at the end of d. For multi-sports, further developments stage one, established that the preferred celebrating the history of Welsh sporting option was not ‘to do nothing’, with the heritage at St Fagans; sporting heritage reasons for this including: education, learning, outreach and networking; a sporting heritage strategy a. The identified opportunities and their for Wales. potential impact are worthy of further exploration; 9. The second stage review commenced in February 2018, with consultations and b. The importance of maximising the research on-going until the end of June power and inspiration of sporting success 2018. at national and community levels should not be downplayed; 10. Stage 2 investigations were designed to further explore the preferred options and c. A need to raise the profile and follow up identified interested organisations recognise the importance of Welsh in order to inform the final feasibility sporting heritage; recommendations. They included an exploratory workshop with Amgueddfa d. Many key sporting heritage artefacts Cymru – National Museum Wales (hereafter are at risk of being lost; and their referred to as Amgueddfa Cymru), Welsh preservation for the benefit of future Government and current sports museum generations is vital. experts; as well as further discussions with a number of sporting heritage champions 7. It was also agreed that a range of options in Wales, senior executives of key sporting should be presented for consideration at the bodies and potential future sporting heritage end of the feasibility study. museum stakeholders.

8. The next steps would include more 11. The work reinforced the need for an detailed ‘testing’ of opportunities that had overarching strategic direction for sporting emerged during stage one, namely a case heritage in Wales, including collecting and for: sharing policies, as well as education and learning, outreach and networking and an a. A national football heritage hub approach to ensure the success of a future based in Wrexham providing all-Wales delivery plan. education and learning programmes and building on existing partnerships, 12. Details of the documents consulted, and Accredited museum expertise and staff, the identified stakeholders who contributed an extensive football collection and the to both stages of the review, are included in potential for it to be further developed; APPENDIX B. CELEBRATING OUR SPORTING HERITAGE 7 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

SECTION III: SUMMARY RECOMMENDATIONS

13. As set out in the introduction to this outreach education and learning models, report, the feasibility review has identified together with touring exhibitions. the need to consider a range of actions, including the establishment of an Expert b. Recommendation 2: Establish a Panel, National Vision and Framework for Sporting Heritage Expert Panel. Action to promote the importance of Welsh Sporting Heritage and Culture, alongside the l To provide a future steer, advice creation of a National Football Museum for and momentum, with a commitment to Wales. promoting and keeping sporting heritage alive, but in a way that is relevant for 14. The recommended way forward is future generations; therefore designed to help raise the profile of our sporting heritage and culture, l To develop a National Sporting establishing recognition and support for Heritage Vision and Framework for Action specific initiatives. to provide an agreed strategic direction and approach with clear principles, 15. The aims of the proposed approach are policies, and priorities to inform future to: delivery;

a. Support the collection and preservation l To make recommendations for future of important artefacts for future proposals, if considered appropriate and generations; affordable, for an ongoing programme of touring exhibitions, to share and promote b. Identify effective ways of promoting sporting heritage across Wales. sporting heritage in order to make a difference to people’s lives; 18. Category two: proposals for further consideration by the respective national c. Inspire and inform young people; organisations: engage with adults, and generate visitor interest. a. Proposal 1: For Welsh Rugby The Welsh should consider 16. There are two types of recommendation the inclusion of an Accredited Rugby that have emerged from the review. These Museum, or a Rugby Heritage Centre, are summarised below and expanded upon within any future visitor redevelopment further into the report: plans for the Principality Stadium.

a. Category one: headline b. Proposal 2: For Welsh Cricket recommendations for action, immediately The CC4 Museum of Welsh Cricket is addressing the feasibility brief; a good example of the sport’s initiative and commitment to create a dedicated b. Category two: proposals for further national sports museum in Wales. It consideration. should continue to develop this offer as an Accredited museum. 17. Category one: headline recommendations for action: c. Proposal 3: For Multi Sports Amgueddfa Cymru should continue a. Recommendation 1: Establish a to develop sports-related collections National Museum for Welsh Football. creating a permanent and prominent, Wrexham Museum, home to the existing sporting heritage presence at St Fagans, Welsh Football Collection, to be extended with particular attention given to sports to create an Accredited National Museum which do not currently have a sport for Welsh Football, also supporting future specific Accredited museum, alongside CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 8

supporting Accredited sport specific located in stadia, numbers are often difficult museums in achieving high standards of to analyse because the totals include collection stewardship. stadium tours. SECTION IV: SPORTS MUSEUMS Overview of Welsh sports collections 23. A selection of examples is summarised below to provide an indication of the current AND COLLECTIONS REVIEW range in Welsh sports collections (of the list below, only the Amgueddfa Cymru and The museums and collections desk study Wrexham Museums are Accredited):

19. For the desk-based feasibility review, a. Amgueddfa Cymru operates seven a matrix approach was adopted to ensure main sites in North West, South West a consistent fact-finding methodology and South East Wales. Its extensive based on the study’s key factors i.e.: collections include over 600 sports museum standards; location; spatial and heritage artefacts (mixed sports security requirements; likely development ranging from croquet, tennis, to polo, costs; realistic operating costs and usage archery, horse-racing etc.; over 200 projections; financial sustainability. rugby artefacts and in the region of 100 football and cricket items). As part of 20. The matrix of evidence was grouped the redevelopment of St Fagans as a under the following themes: national museum of history, a new gallery is scheduled to open in October 2018 a. National football museums, UK and which will include a display celebrating worldwide, featuring a national team or Welsh rugby and football; sports movement; b. The Welsh Sports Hall of Fame b. Club football museums worldwide artefacts were housed at the Museum representing a particular team; of Welsh Life, St Fagans until 2009, after which they were moved to the c. Welsh football collections, football then called, Sports Council for Wales related material with relevance to the before being relocated to the Principality study; Stadium. Amgueddfa Cymru continues to maintain a relationship with the d. Welsh sports collections, material Welsh Sports Hall of Fame, advising representing all, Welsh sports; on security and care of the collection. There are approximately 1,400 items in e. Any collection or museum that did not the collection ranging from medals and fit into the above, plus online resources badges to many photographs, jerseys, and digital collections. programmes, autographs, caps etc. The collection covers many sports; 21. However, from the research, it was found that generally visitor numbers and financial c. The Welsh Football Collection located information in annual returns can only be with Wrexham County Borough Museum, used as a guide as they vary considerably comprises over 1,000 items, the majority between different reports and accounts. dating from the 1870s to the 1970s and representing major players from the early 22. Figures for annual visits were also found game (e.g. ) to the more to be influenced by other factors which modern (e.g. ). A limited varied across the examples reviewed, for number of items representing players instance in the case of sports museums from the last twenty years are also CELEBRATING OUR SPORTING HERITAGE 9 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

included (e.g. ). The collection l The CF10 Arms Park Supporters’ primarily relates to the National team Trust new Rugby Museum, and was purchased in 2000 with funding launched in 2018, a digital archive that support from the Heritage Lottery Fund can be viewed on-line at http://www. and Football Association Wales (FAW). cardiffrugbymuseum.org. Since it was acquired, the museum has used selected items for special temporary 24. Overall in Wales, there are few publicly exhibitions. The collection is currently accessible sports collections and those housed in a purpose-built store; exhibitions typically involve displays of artefacts including shirts, caps and boots, d. CC4 Museum of Welsh Cricket, trophies, equipment and ephemera such located in the SWALEC stadium of as programmes, posters and photographs. County Cricket Club, has Many collected items relate to specific over 600 items of memorabilia related individuals or events, not to whole sports, to the history of cricket in Wales on and a number of sports are not covered at display at the stadium and in store with all in these collections. Glamorgan Archives. The Museum has also submitted its application for 25. Private collectors are also particularly Accreditation under the Standard for active within certain areas such as football, Museums in the UK. Attractions include limiting the opportunities for museums innovative, interactive learning resources to collect. Furthermore, privately owned interspersed with objects displayed in collections are often carefully guarded and traditional cases and published historical not available for permanent public display, timelines in panels on walls throughout although fixed-term loans for temporary/ the Stadium. There is a particular focus touring exhibitions can receive a more on providing a learning experience for positive response. schools to use; 26. All sports have important stories to e. The National Cycle Museum (a UK, share with related artefacts that are worthy not Welsh collection), located at the of preserving and presenting for future Automobile Palace, Llandrindod Wells, interest. However, in 2011, only 6 out houses a collection formerly based in of 35 sports governing bodies in Wales Lincoln and transferred to Llandrindod responded to a survey about contemporary Wells in the late 1990’s; sports collections (2011/12, Federation of Museums and Art Galleries of Wales). Most f. Athletic Rugby Football National Governing Bodies of Sport do not Club Museum of Sporting Memorabilia have a priority interest in sporting heritage is displayed in the club house and is or a suitable, established collection to fill a considered unique in Welsh rugby club museum attraction. circles. The collection includes over 200 rugby shirts and jerseys together 27. At a national level a number of different with a number of athletics, football, sports also have a home competition and cricket, hockey and tennis artefacts. The training venue. For example, the home of collection is listed in detail on the website Welsh is at the National Velodrome http://carmarthenathletic.rfc.wales; in Newport; is based at Cardiff International Sports Stadium, with g. Other examples of more recent and at the Welsh National Pool in sports club collections include: and Welsh Sailing at Plas Menai, the National Outdoor Centre. However, l The Cricket Museum at Newport most of these facilities are not owned or Cricket Club opened in 2016; operated by the sport governing body and may also be difficult, or inappropriate for CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 1110

adaptation to create a heritage attraction. majority of these were for bigger sports and Furthermore, most sports are not yet ready, developed at major sports venues. These or do not currently have an established included: The British Golf Museum at St collection to be able to support a specialist Andrews (notably amongst the top 20 visitor museum. This does not, however, rule attractions in Scotland and generating over out the appropriateness of further sports 200,000 visits); the National Horseracing specific museums or heritage centres being Museum at Newmarket; Wimbledon Lawn considered in the future, if there is a viable Tennis Museum; The Museum, business case. Twickenham; The River and Rowing Museum, Henley on Thames. 28. Instead of sports specific models, established local museums as well as the 33. The National Football Museum in National Museum of History at St Fagans England is the largest sports heritage can provide a suitable home for multi-sports attraction in the UK with over 500,000 memorabilia, alongside pop-up exhibitions visitors a year (574,000 reported by the that could be considered for display at Association of Leading Visitor Attractions appropriate major events for example the (ALVA) in 2016). The current collection totals Euro 2016 event promoted with Wrexham over 145,000 items of which approximately Museum at the . 2,500 are on display.

29. Given the disparate nature of current 34. The Museum started out in Preston sports collections, and with so many in but had to move in 2012 to Manchester, private hands, the sports and heritage sector to attract more footfalls and deliver an in Wales will have to work hard to generate improved financial position. The original the interest and trust to make either a home of the National Football Museum at central, or distributed national collection Preston, had been completed in February work. However, a future national lead, could 2001, with an estimated construction cost of ensure that sports heritage collecting is £12m (Architects Journal 2001). By 2007 the given a higher profile and is managed in a annual running cost deficit exceeded £440k more co-ordinated way. with visitor attendances of approximately 100,000 (National Football Museum Annual National and International Report 2007). sports/sports-related museums 35. The unsustainable financial position resulted in the Museum moving to occupy 30. Many international and national the six storey Urbis building, in Manchester, museums were reviewed as part of the following an offer from Manchester City feasibility study. Council, to underwrite up to £2m running costs per annum (Manchester Evening 31. On a World stage these museums News 19th November 2009). It now included: The Canada Sports Hall of Fame; generates much higher levels of customer The National Sports Museum, Melbourne, income through donations and sales, Australia; The National Sports Museum/ although the museum still has a need for Musee du Sport, Nice; The Olympic on-going subsidies. In 2016/17, the Museum Museum, Lausanne, Switzerland; The cost over £2.65m to run with an income of Muhammad Ali Museum, Louisville; The £230k from visitors and £2.58m from grants Gaelic Athletics Association (GAA) Museum, and donations (Financial Statements for the Croke Park Stadium; The Sports Museum of Year Ended 31 March 2017). Finland. 36. BDO Management Consultants 32. At a UK level, whilst there were found prepared ‘A Vision for a National Sports to be a few national sport museums, the Museum’ (BDO, 2015) as part of the Irish CELEBRATING OUR SPORTING HERITAGE 11 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

Government’s commitment to examine the also encouraging philanthropic donations feasibility of developing a National Sports and sponsorship. Museum. This was reviewed to help inform this feasibility study. It sets out a number of 37. From this feasibility review, and key requirements that should be considered using the categories set out in the brief, when developing a National Sports Museum: the different museum models can be summarised as follows: a. The venue should embrace a variety of themes: educating and inspiring a. Football Museums: ranging from large future sports stars; learning about diet, international or club museums to small physiology, sports equipment, testing, museums representative of specific skills; meeting sports people; receiving teams, but not of a national standard. As talks from specialists and coaches. An with other national sports museums, they ability to regularly update contents and are often fan focused with less appeal to exhibits will also be important; a broader audience and they tend to be part of a package of attractions, including b. The ability to secure a peak in stadium tours; numbers can coincide with hosting international events and related b. National Museums of Sport: providing exhibits. For this to work, there needs a multi-sport approach linked to a range to be a close working arrangement with of agendas with a desire to engage a national sports bodies to help deliver a wider audience. However, they demand programme of sporting exhibitions linked significant investment to ensure national to events such as World Championships, pride. Most recent developments have Olympics, Tour de France, Wimbledon, also focussed more on participation, Ryder Cups etc. health and wellbeing, for instance the Olympic Museum in Switzerland; c. Museums with the greatest appeal and most positive feedback have all made c. Museums encompassing sport with substantial investment in technology over other cultural disciplines. There are very static displays. Whilst the inclusion of few of these examples and sport is often artefacts and memorabilia are envisaged, given less prominence. A museum which the main focus should be on presenting encompasses sport with other subject content in an interactive, engaging and matter would involve partnership with an participative fashion; existing facility capable of development. It is considered that St Fagans is the only d. Good location is key, for example, in museum that fits this profile; a city centre with multiple transport links and complementary infrastructure and d. A sports themed attraction with services. Whilst many sports museums a museum at its core would involve are located at, or attached to, sporting choosing an established facility facilities such as a stadium, most achieve capable of encompassing a museum higher visitor numbers by being in, or and collection with the potential to be near, large population centres and close a significant visitor destination. Few to high levels of tourist traffic; examples have been identified of a museum at the core of a sports themed e. The facility must adopt a commercial attraction such as a hall of fame or sports focus and ethos to be financially viable. education facility. However, given the educational, health and wellbeing and potential tourism benefits there is an argument for Government funding, with a social remit CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 12

38. Table 1 below, further illustrates what worked well for these different models.

Type ‘Good’ Examples Reason Why?

Football Museum Museu Benfica Cosme Damiäio High standard of interpretation (linked (Lisbon) to stadium sports and local historical context), collections management and range of facilities / education programmes

Scottish Football Museum Marginal funding arrangement but able to maintain designated (Scottish) collection and provide reasonable facilities. Located at the national stadium. Charges to enter and generates income, as well as receiving subsidy but still understood to be financially precarious and reliant on strong support from Scottish Football Association

National Museum National Horse Racing Museum Broad audience base, high standards of Sport (Newmarket) of interpretation / education programmes / range of facilities, Distributed National Collection, diverse financial base

British Golf Museum, St Andrews Good mix of collections management and commercial development; strong support locally as well as internationally; good visitor numbers because the product is marketable.

Museum that National Science & Media Museum Limited sports collections utilised encompasses Sport (Bradford) within displays of broad appeal. High and other Cultural standards of interpretation / learning / Disciplines range of facilities.

National Motorcycle Museum Not publicly subsidised; successfully introduces sport elements into main theme which is about the history of the motorcycle so something for all visitors.

Attraction with Canada’s Sports Hall of Fame Broad audience base, high standard of Museum at its core (Calgary) interpretation / education programmes, with Hall of Fame with opportunities to participate in and Sports sport activity, collections based Education facility Manchester United Museum Museum is small part of the Manchester United Football Club (MUFC) attraction and ‘MUFC plc’ and is just one element of a major international visitor experience, commercial and educational venture.

Table 1: Summary of different types of sports museum models reviewed CELEBRATING OUR SPORTING HERITAGE 13 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

Meeting Accreditation Standards b. Visitor facilities:

39. Whilst a variety of different operational l Range of accessible public facilities; models have been reviewed, not all would meet UK Accreditation standards. For l External and internal orientation and example, some financially successful signage arrangements; sporting museums are part of a commercially-based, private business. l Arrangements for visitor care;

40. The Accreditation Scheme for Museums l Formal arrangements for maintenance and Galleries in the United Kingdom1 sets of areas used by visitors. the standard for museum management, collection care and public service. The c. Collections management: Standard recognises that museums come in many sizes and with different types of l Approved acquisition and disposal governance and is a voluntary scheme, policy; managed in Wales by MALD, with over 90 museums participating. These museum l Maintenance of a documentation standards can only realistically be achieved procedural manual; through having a suitable constitution and ethos which is based on public benefit l Maintenance of the Spectrum (UK together with appropriate strategies and collection management standard) investment in displays, outreach and documentation procedures; learning programmes, security, visitor and storage facilities. l Creation of a written documentation plan; 41. The Accreditation Standards involve compliance with a range of requirements. l Actions to minimise risk of damage to and deterioration of the collection; a. Governance and management: l Expert assessment of security l Constitutional arrangements; arrangements, implementation of recommendations and a 5-yearly l Ownership of collections; review.

l Secure arrangements for occupancy 42. Additional demands for National and of premises; Nationally-styled Museums include:

l Sound financial basis; a. Visitor facilities of a quality appropriate for a national facility; l Forward and emergency planning; b. Display policies reflecting the full range l Staffing levels, employment and of its collections; management procedures; c. Professional and authoritative l Access to professional advice expertise and advice on all its fields, and input into policy development and to the public and other museums, decision making; contributing to national and international scholarship; l Compliance with relevant legal, safety and planning regulations. d. Study and research facilities for the public;

1The Museum Accreditation Scheme is currently under review with the revised standard due to be published in 2018. https://www.artscouncil.org.uk/museums-accreditation-scheme/accreditation-review CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 14

e. sporty people agreed that they were inspired to take part in sport by famous sportspeople or major sporting events.” (Sport England 2012). Sporting heritage attractions can build on sporting success stories to help encourage interest in activity.

Sporting heritage can also foster pride in community identity, although, this is best achieved within that locality, as sport’s sphere of influence at this level often has distinct geographical boundaries of interest. For instance, club attractions might be appealing to local members and fans, but On-going requirements of Accredited not to away supporters or visitors from museums also include access to further afield. professional curatorial support and, for larger museums, permanent curatorial and Success is often a key factor in sporting other professional staffing. history, with good news stories continuing to be made with new competitions, championships, or medals won. Collecting policies must be designed with support from SECTION V: FEASIBILITY sports governing bodies to capture and CONCLUSION THEMES preserve this heritage for future display. Overall, the majority of stakeholders 44. In this section, the detailed evidence consulted, believe Welsh sporting heritage gathered from the stage one and two to be important both nationally, and at a desk research, site visits and stakeholder community level. However, given the lack meetings, has been summarised to help of any existing strategies, this expressed inform future thinking and decisions, enthusiasm will not be easy to translate into providing the rationale for the recommended a single, or simple way forward. ways forward. Widespread enthusiasm for, and recognition of, the importance of Welsh sporting heritage

45. The feasibility review of many different sports museums has highlighted examples of how a modern approach to the promotion of sporting heritage can help people understand and appreciate the impact sport has had on lives and communities. A typical example in this context being the Muhammad Ali Centre, Louisville, USA. Sporting inspiration is also known to be an important tool for helping to encourage participation, overcoming poor health issues associated with low levels of physical activity. The Habit for Life survey of 25- 34-year olds, found that “around a third of

AAAppropriate policysubstantial and practicestandards collection to ofcollectin care.relation a to its statedrange ofobjectives objects of - itnational must be scope significant and 43. andf.importanceg.46.47.48. fully representative. and associated Having information a in regionalits particular content, fields; even with the intention of building up a national collection, is not sufficient; CELEBRATING OUR SPORTING HERITAGE 15 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

The challenges for current sporting 53. The sports bodies consulted also heritage preservation considered the most important outcome of any heritage initiative should be engagement, inspiring young people to be 49. The feasibility review has identified a active and to support their sport, a club or significant range in quality, ‘display value’, team. availability and accessibility of sporting heritage memorabilia across Wales. 54. For those sports owning or controlling a national stadium, for example, the 50. Due to the nature of the subject matter, Principality and SWALEC Stadia, there many sporting collections are document, is a case for taking advantage of spare rather than object-based and comprise venue space, as well as its national profile, photographs, programmes, brochures, etc. together with the opportunity to attract Non-document-based material typically visitors, by way of a stadium experience. includes sporting costume, equipment and This can provide a successful platform trophies. Currently collections are held by for promoting the heritage of the sport, a variety of different organisations, either alongside the potential for a wide-ranging nationally, for instance, Amgueddfa Cymru, programme of education and learning the , including the Welsh experiences. Sports Hall of Fame artefacts or locally, for example in military and police museums; community sports clubs across the country; Sporting heritage needs to be a higher national or by private individuals and sports fans. priority for both museums and sports policy

51. Of the collections observed and that are 55. Sporting heritage could play a greater held outside of Accredited museums, for role in helping museum services address example in clubs or by individuals, standards the challenge of increasing visitor numbers, of conservation can be poor. Therefore, reaching out to new audiences and in the absence of any national framework attracting people from all backgrounds. which describes policies, standards, However, it is apparent that much work guidance, together with collecting models needs to be undertaken to fully realise that encourage benefactors to make loans this potential, as this feasibility review has or donations to Accredited collections, there found that historically, sport has had a low are a large number of key artefacts that profile within museums and currently there are probably at risk of being lost to future is no approach identified to raise its level of generations. priority into the future.

Preserving and promoting sporting heritage 56. A review of the Collections Wales is not the lead responsibility of sport Initiative survey confirmed that sporting heritage does not specifically feature in governing bodies any list of expertise or interest, nor does it receive a mention in any of the collection 52. The long-established responsibility areas (Chaplin, Heritage and Museum of individual National Governing Bodies Services 2017). This may be because sport, of Sport is the promotion, administration along with other specialisms, gets subsumed and organisation of activity and raising of into broader, social history categories. standards of performance for their sport. These bodies have to constantly prioritise 57. Therefore, if sporting heritage is to the use of their scarce resources for their be given a higher priority and greater core activities and to serve the sport’s focus, it may be necessary to create the needs. They currently do not have any remit aforementioned National Vision and an for sporting heritage, or museums. associated Framework providing the impetus CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 16

to stimulate and guide future action. The attractions in Wales, as reported by the strategic sports bodies i.e. respective governing bodies, are also small, and , supported for example approximately 15,000 per by Amgueddfa Cymru should also consider annum to CC4 Welsh Museum of Welsh playing a lead role in encouraging individual Cricket and around 50,000-60,000 visitors sports governing bodies to adopt heritage per annum for the Principality Stadium Tour. policies. 63. Financial viability - development and National sports museum feasibility conclusions operating costs Operating to the levels required for the 58. Providing a sporting heritage collection Accreditation standard for a National driven approach, catalogued and preserved Museum requires high levels of capital and for future generations, will not be easy revenue expenditure. Other museums to achieve, and is likely to demand time diversify their income through a range together with a significant commitment of commercial approaches, but income from museum professionals, as well as generation can only be expected in a facility Government funding. that is well located and can offer a range of features appealing to a wide cross section of 59. The importance of scale and location the population. To create a single attraction that generates high levels of interest and business activity 64. Most independent (including trust- is a challenge. From the feasibility review operated national, or nationally styled) of a variety of successful national sports museums also charge for admission, which museums, it is evident that an appropriate is at variance with Welsh Government policy scale of usable floor area is required for nationally funded museums. If Welsh to deliver modern heritage attractions, Government policy of free admission is to be including interactive technology, innovative achieved then public subsidy will be crucial features, community engagement and to the long-term viability of any new National learning services. Museum.

60. Nationally, sporting heritage is also best 65. Given the above challenges and located where it can be developed as a the current financial climate, “significant sustainable visitor attraction i.e. in a large reductions in funding are having a catchment. Where attached to a national substantial impact on museums, sometimes sports stadium, it can also play a part in with extreme consequences” (Expert Review generating greater footfalls, income and of Local Museum Provision in Wales, 2015, levels of visitor interest in the sport. This p4), a large-scale, new infrastructure project approach is appropriate in the case of the could not be recommended as a sustainable Principality and SWALEC Stadia. way forward.

61. The challenge of generating large visitor 66. Therefore, to deliver an additional numbers National Museum, it would be wise to Whilst St Fagans is the most visited National consider the enhancement of an existing Museum in Wales attracting 553,090 museum, which has relevant collections, footfalls (Visits to Tourist Attractions in building on, adapting and making best use of Wales 2017), typically, most local museums, extant opportunities, facilities, funding, and outside Amgueddfa Cymru’s and the expertise. National Trust’s portfolios, have to work hard to generate visit numbers of over 50,000 per year (Spotlite on Museums 2016; Visits to Tourist Attractions in Wales 2017). 62. Furthermore, visits to current sports CELEBRATING OUR SPORTING HERITAGE 17 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

through culture and language, positively SECTION VI: impacting the numbers of people attending or participating in heritage DETAILED FEASIBILITY activities, at least three times a year, with more museums meeting Accreditation RECOMMENDATIONS standards; Museums and sports bodies, Education and Local Authorities all A VISION FOR SPORTING working in partnership to deliver joined up services inspiring physical activity, health improvement, together with developing HERITAGE ALIGNED TO WELSH skills and learning;

GOVERNMENT PRIORITIES Promoting Wales’ place in the World, using the power of our sporting heritage 67. The sporting heritage recommendations to build on the ‘brand’ and reinforce a set out in this report will help deliver a contemporary, compelling and engaging number of goals set out in the Well-Being identity for Wales. of Future Generations (Wales) Act 2015; ‘Taking Wales Forward’ – the Programme for Government (Welsh Government 2016); and Prosperity for All - The National Strategy (Welsh Government 2017). They are expected to particularly benefit the following well-being objectives.

Maximising opportunities to engage with the Welsh public to promote good health and well-being for everyone;

Encouraging people to participate in physical activity and healthy lifestyles, inspired by sporting heroes and heroines, past and present;

Using sporting heritage to support mental health improvement initiatives.

Supporting young people to make the most of their potential, building ambition and encouraging learning for life, as well as enriching this experience to develop well-being, health and confidence.

Building resilient communities,

Tackling regional inequality, investing in North as well as South Wales, to a. 69.70.71. 68.b.c.ensureAmbitiousUnitedProsperous Healthy opportunitiesand and and Connectedand Learning Active Secure for all.

a. a. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 18

HEADLINE RECOMMENDATIONS

which to host a museum, although because HEADLINE RECOMMENDATION 1: of its scale, reach and profile, the sport is the ideal medium for the widespread ESTABLISH A NATIONAL MUSEUM engagement and inspiration of young people and adults.

FOR WELSH FOOTBALL Taking account of the lessons learned Wrexham Museum, home to the existing during this review, it is also recognised that Welsh Football Collection, to be extended consideration of an appropriately designed, to create a National Museum for Welsh future sporting heritage attraction, must be Football, supporting future outreach, measured against the following general education and learning models, together criteria: with the potential to establish touring exhibitions Scale of local population - catchment and accessibility; Rationale Relevance of the location i.e. its 72. The case for football connection with the heritage theme. Specialist museums tend to be located where there is a relevant subject connection i.e. at the national stadium of the sport, amongst historic slate and coal mines, or in the case of a maritime Over 200,000 adults play, 5 times theme, in a major seafaring port; more than rugby and there are over 1,000 football clubs; Potential to develop, or enhance, an existing heritage attraction or national 130,000 adults and 120,000 young sporting infrastructure, particularly people are also reported to want to play given the current challenging financial more. climate (Expert Review of Local Museum Provision in Wales, 2015). However, unlike cricket and rugby (the second largest team sport in Wales), football does not have its own national stadium in

Compared with all team games, football is 73.theb.74.c. a.largest/mostKey criteria in demand sport (2016-17 National Survey for Wales) and at the heart of most communities: CELEBRATING OUR SPORTING HERITAGE 19 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

75. Helping to secure a more equitable home of the Welsh Football Collection, distribution of national museums as a National Football Heritage Centre. Furthermore, and subject to detailed discussion, and the development of a viable museum with appropriate content, the facility could be designated the National Football Museum for Wales.

Finally, it can be concluded that the most cost-effective model would be to extend and enhance the existing museum offer as a new and separate development could have a negative impact on the sustainability of the existing museum, potentially diverting visitor footfalls and secondary spend further away from other established cultural hubs.

Chirk was the birthplace of Billy Meredith, one of Wales’ greatest players;

Whilst there is no current Welsh Government intent to establish any new National Museums in Wales, there is a strong case for recognising Wrexham, the

TheTheAny WelshfirstFAW developed finalwas WalesFootball formed of football homefootballthe National internationalinWelsh team1876,heritage Collection Cup was tookmodel took AHistorically,organisedbyplacewasin positive WrexhamLlewelyn established at Actonthe outcomeand Wrexham RacecourseKenrick,should Park,captained in Wrexham frombe Wrexhamat played appropriate Wrexham’s this inby 1877; Llewelyn feasibilitybya inkey the 1878, in role scale in 77. review76.theKenrickb.Wynnstayc.d.betweene.f.Local78.and79. a.Wrexhamearly designed Authority, would from Wrexhamdevelopment Arms Ruabon be-as thefollowing Hotel; thethe ‘spiritualand creationpermanent – of alsoDruids; thefootball home’the awardof afirsthome insecond of Wales,of Welsh a nationalFootballandchairmanHeritageof the the currently town museumLottery and is honorary heldstill grant in considered, Northcollection, and secretary Walessupport with by forof manyfrom thetheone elementpeople,Footballtheaddition FAW toofAssociation - becurrentlymoderna future the game’s footballsportingthe of Walescollection spiritual displays heritage (FAW); ishome: notand vision. Thisoninteractive permanent recognises learning. display that InAmgueddfa butaddition, has been subject Cymru used to hasforthe a availabilityan number existing of of partnershiptemporary additional exhibitions withfunding, Wrexham the Museum,andMuseum the story couldbut doesof also Welsh not be itselffootballdesignated have does a as physical have a centrea‘national presence in hub’,North on supported theEast Museum’s Wales. by Amgueddfa website. Cymru, serving a wider network across Wales through touring/pop-up exhibitions, together with outreach education and learning programmes. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 20

80. In response to the original Racecourse b. Improving the town centre offer, stadium proposal including more leisure opportunities; In respect of earlier proposals for a new National Football Museum, to be built as part c. Increasing footfalls within the town of a future Racecourse development and centre; promoted through a local media campaign (2015-2017), this feasibility study concludes d. Improving the quality of life for local that any future football heritage development residents, contributing to the wider social in Wrexham should be located as part of an network and economic regeneration of extension to the existing museum, to build Wrexham. on expertise and resources and improve its financial sustainability. 85. The Council’s vision for the town centre is also integral to the following strategies: 81. The preferred approach does not offer a viable business case for any investment a. The Economic Prosperity Strategy in the ‘Kop End’ of the Racecourse, where 2013- developing Wrexham County more commercial models should be the Borough as a place people want to visit focus of attention. and invest;

82. The on-going running cost of sustaining b. The Local Development Plan 2013 to a ‘National’ standard museum i.e. 2028 - developing a place that is safe designated space and utilities; interactive and where everyone feels included; attractions, quality displays, learning spaces, acquisitions, specialist staff etc. would not c. The Wrexham Town Centre Master make any future Racecourse development Plan 2016 - developing an attractive commercially more successful. It would and distinctive environment with high demand considerable additional capital quality buildings, streets and spaces investment, as well as a significant on-going that enhance the character of the town, running cost subsidy. help contribute to a sense of identity and improve the visitor experience. 83. A specialist feasibility study for the future development of the Racecourse 86. In 2018, the Council opened a new should however be undertaken embracing Arts and Cultural Hub, Tŷ Pawb - a cultural all options for improving the performance community resource, bringing together arts and sustainability of the stadium, informing and markets within the same footprint. Some a future business case to determine the of the key facts in the feasibility study and priorities for capital investment, including business plan can also be applied to help consideration of the sporting needs for inform the case for an upgraded facility that any necessary pitch and off-pitch facility delivers a national football heritage centre in upgrades. the town centre (Fourth Street 2015). The appraisal identified: 84. Town centre regeneration Key drivers for change and regeneration in a. Over 680,000 people have a record of Wrexham (Fourth Street 2015), include: engaging in cultural related activities at least once a year, living within a day trip a. Tackling current high levels of distance (26.5mile radius); economic inactivity and low levels of aspiration for learning and career b. A prediction of up to 100,000 arts development amongst certain related visits per year to the new cultural households, particularly in former hub; Community First areas; c. A sizeable educational market in the CELEBRATING OUR SPORTING HERITAGE 21 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

area, up to 221 primary and secondary alongside the extant arrangements. This schools across North East Wales as aspect of the recommended approach will well as links with Coleg Cambria and demand wide-ranging further discussions Wrexham Glyndwr University; with the Local Authority and its Heritage Service. d. 340,000 overnight tourist visits to per year of which over half, 90. In addition to local discussions, 190,000, are to Wrexham. there will also be a need for an analysis of any national financial and logistical 87. Early 2018 footfall data shows that town considerations of a Wrexham Museum centre visits per month are in the region development, primarily concerning the of 300,000 (Springboard March 2018). involvement of Amgueddfa Cymru and any However, ‘big’ home football games at the additional revenue costs associated with Racecourse can account for a significant that support along with the potential need number of these i.e. on the busiest day for further expenditure on out-reach and the in January/February, there were 16,000 national provision of services. The current visitors, with Wrexham AFC attracting report sets out estimates of the various over 4,500 football supporters. For local cost elements but these are presented on derbies, played against larger visiting clubs the assumption that they will be subject to i.e. Macclesfield, Chester and Tranmere, further detailed examination if the principle is supporter numbers can increase to 10,000, agreed. many of whom also park in, and visit, the town centre. 91. The new offer would be expected to include a range of features, making Delivery the best and most creative use of the available space. The following are just a Wrexham County Borough Museum few examples that have been prepared to give an indication of some of the features 88. The Welsh Football Collection is owned that might be chosen for inclusion in a by the Wrexham County Borough Museum National Football Museum for Wales (not all and held in the extant Museum building, are expected to be accommodated). They originally built as a barracks for the local simply provide a range of different concepts Denbighshire Militia Regiment with an for further discussion with Wrexham Council armoury and store on the upper floor. In and to help inform further work on any 1879 the building became the Magistrates’ design brief. Court, with two courtrooms developed upstairs and the local police (Denbighshire a. Charting the history of the game in Constabulary) taking over the rest of the Wales from the early days in the 19th building. Century, when the FAW was founded in Wrexham, to current times; New infrastructure was added in 1997 and in 2009. b. The history of the game seen through the lenses of renowned Welsh football An inspirational ‘new look’ home for the photographers, together with a small Welsh Football Collection film studio to show clips of matches - current and past interest, as well as 89. The recommended approach is to the opportunity to experience radio establish Wrexham as the home for the commentary and film collections, re-living National Football Museum for Wales and the greatest moments from important to review the current museum operation/ matches; offer, i.e. the displays and curatorial activity, such that a new football focus would work CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 22

c. Competition history, showing leagues, Interactive zones could include match cups, trophies and stories from the FAW, day commentary with visitors taking the together with accounts of clubs playing microphone to deliver a broadcast from a in the domestic Welsh and English Wales international fixture; structures i.e. Cardiff City’s FA Cup win in 1927;

Wales’s part in the global game and from a competitive point of view, the history of World and European competitions;

l Reaction-time testing i.e. how many shots can be saved in a minute;

l The sensation of walking ‘down the tunnel’, leading out the Welsh team to play an international match;

How the match day experience has l Penalty shoot-outs and football passing changed for supporters over the years, tests; from the days of standing on muddy banks, to current all-seated stadia. l Testing knowledge of the laws of the This would include stadium changes game and how they have changed – experienced across Wales over the could you be a referee? years, from the early days of Wrexham, Newport County, Cardiff City and l Games for all ages, from young Swansea City (Town), as well as teams children to grandparents i.e. a discovery playing in the Welsh leagues; zone for the young and for toddlers, a story time and relaxation area;

l Other educational tools to include the tactics of managers - following the changes in formations and motivation over the years, not forgetting all of the equipment that goes with the game;

l Shirts, balls and boots through the years;

h.

AnTheEvolutionTheHow interactive history ‘game’ the mediaof ofshouldhaspitch zoneclubs haschanged technology, chart could indeveloped Wales the include:too, can i.e.from over be the theyearsilluminateddevelopment11-a-side change i.e. theto by fromsmall ofprogrammes, artefacts the simple sided women’s andgrassgames, from memorabilia, game; pitch fromprinted d.f.construction,g.pressi.alongj.changingk.5-a-sidel. towith radioto attitudes thewalking to andplayers’ hybrid TV, towardsfootball modernandstories, artificialandracism thesocial Futsal; boots, grass; mediajerseysand homophobic and worn 24hour and behaviourthe on-line balls coveragethey and have the and access.kicked‘treatment’ around The of way people over football the with years; isdisabilities; followed has changed as much as the game itself;

e. CELEBRATING OUR SPORTING HERITAGE 23 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

l How technology has changed on Existing local museum and collections the pitch, including the most recent introduction of the Video Assisted 93. If the Museum is to be classified as a Referee (VAR); National Football Museum, current local displays will need to be reconfigured. l Big footballing mistakes; WCBC’s Heritage staff have given initial consideration to the proposals and support l An analysis of how stresses and strains the case for an options appraisal to review on the player’s body and mind are the best way of accommodating, branding overcome in the preparation for the big and marketing both a National Football match. and County Borough Museum in the same building alongside a review of the use of m. The entrance to be formed within other heritage venues in Wrexham. By a new and extended ‘front of house’ attracting more footfalls through football, providing the start of the tour including: greater numbers of people can also be encouraged to enjoy the local history. Much l A Welsh football gallery of stars or will depend on what can be done creatively national football heritage and experiential once the building is expanded and better attraction – celebrating Welsh football’s use of space is considered. greats - both outside the museum and within the entrance area. The opportunity 94. It is recommended that any ‘next stage’ to ‘meet’ the greatest players, managers would start with a review and appraisal of and teams – both international and club. the future beneficial options in respect of The FAW to consider an induction of the existing Museum and consideration of members to the gallery on an annual how the current collections can be displayed basis; following the establishment of a National Football Museum for Wales. This outline l A shop selling souvenirs, gifts for brief does not take account of any relocation all football enthusiasts and interested options for the existing collections, other visitors; than showing a provisional capital sum to facilitate any displacement – such action l Open access Wi-Fi, comfortable should be held over for a detailed review seating leading to a connection with the of the current and potential future offer (an existing building. exercise to be undertaken by the Local Authority). 92. Initial discussions with Wrexham County Borough Council’s (WCBC) Heritage Service 95. A review of Accreditation requirements2 have included the consideration of how the has identified issues that will need to be front of the building might be sympathetically addressed for the purpose of upgrading changed to make more of a statement as the current Welsh Football Collection to a National Museum and to maximise use form a new National Museum. These are of the available spaces. This might include summarised in Table 2, on the following a new, fully glazed and ‘open’ facility in the pages. areas to the front of the existing Grade II Listed Wrexham Museum building, giving the building an eye-catching profile and bringing the Museum out ‘into the street’ whilst also making best use of the extant courtyard. It is recognised that whilst the desirable changes to the building frontage will be challenging from a conservation perspective, they are considered to be achievable.

2The Museum Accreditation Scheme is currently under review with the revised standard due to be published in 2018. https://www.artscouncil.org.uk/museums-accreditation-scheme/accreditation-review CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 24

# ACCREDITATION STANDARD CURRENT POSITION (Wrexham Museum) ‘NATIONAL MUSEUM’ REQUIREMENT(S) A Collections Development I Already has a substantial Wrexham Museum holds a large A discrete purchase fund to allow collection in relation to the collection of objects, textiles, for ongoing development of the museum’s stated objectives; works of art, photographs and football collection in the context of collects a range of objects of paper-based material that aims to a commercial market. national scope and importance tell the story of football in Wales and associated information in from its origins in the late 19th Wider promotion of the collection its particular fields century to the present day: the to raise awareness and generate collection includes memorabilia bequests and donations. related to . It has previously borrowed collections from other sources for display in the museum.

II Approved Collection Wrexham Museum approved There will need to be alignment Development Policy and Plan Acquisition and Disposal policy and a clear distinction between states that it will collect “objects, the Acquisition and Disposal textiles, works of art and archival policies of Wrexham Museum / material that represent the history Archive and development of a of Welsh football. This includes discrete policy for the National items with a strong link to Football Museum for Wales. Any professional and non-professional loan arrangements between the Welsh teams, and the Welsh two museums and Archive will National Team. It also includes need to be formalised. items with a strong link to Welsh footballers including those who play/have played for non-Welsh teams. The Museum Service will not acquire original film footage”. The museum service will also “liaise with other museums and institutions that have an interest in Welsh football and/or Welsh footballers”. The museum has established a separate collection for Education purposes. B Collections Management

I Must provide professional and Wrexham Museum has Appoint a qualified museum authoritative expertise and a professionally qualified professional with expert advice on all its fields to the Collections Manager and Access knowledge of the history of public and other museums; and Interpretation Officer but no football in Wales. contributes to national and dedicated staff with specialist international scholarship knowledge of Welsh football.

II Maintenance of Documentation Documentation of the football Ensure all the football collection Procedural Manual, collection and archive undertaken is recorded on CALM. Digitise SPECTRUM documentation in line with SPECTRUM the football collection and make procedures and creation of standards: there is a plan in place available online. written documentation plan to address any backlog. Museum catalogue on CALM system and online access to selected elements of the collection. CELEBRATING OUR SPORTING HERITAGE 25 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

III Actions to minimise risk of Smoke and Fire Detection system Extend Detection system damage to and deterioration of linked to 24-hour call centre. and Emergency Plan, pest the collection Emergency Plan and evacuation management strategy to new arrangements in place. Risk public spaces and store (if Assessments are undertaken at applicable). regular intervals. Integrated pest Additional cleaning provision management strategy and daily for new galleries and store (if cleaning regime in place. applicable).

IV Expert assessment of security Current security arrangements Extend physical security, CCTV arrangements, implementation at Wrexham Museum comply and monitoring arrangements for of recommendations and five- with the recommendations of building, galleries and individual yearly review the National Security Advisor display cases and appoint and enable loans from National additional staff to invigilate institutions, i.e. CCTV system galleries at first floor level in line throughout the public areas, with recommendations of the detection system linked to 24- National Security Advisor, so hour call centre, motion detector as to meet requirements of the sensors on individual cases, Government Indemnity Scheme. attack resistant display cases.

V Museum collections must There is a Conservation Refer to Conservation be subject to appropriate Management Plan for Wrexham Management Plan when standards of care Museum which is a Grade developing first floor level. II Listed building. Regular maintenance of the building is Guidance in ‘Benchmarks in managed as required by the Collections Care 2.1’ (Collections Council’s property department. Trust).

Collections Management Plan for If an in-house professional the museum is in place. Conservator is employed, a conservation studio will need to Wrexham Museum does not be created and equipped. employ a qualified conservator: advice and remedial conservation A discrete budget for work to the collection is conservation of the collection. undertaken by external accredited conservators. Basic preventative Extend Meaco system and conservation is undertaken by the provide suitable controls to Collections Manager. maintain desired Temperature, Relative Humidity and lighting Conservation: levels in football galleries, display cases and store. l Temperature ad Relative Humidity Levels – Meaco Ensure there is sufficient storage telemetric environmental capacity to allow for at least five monitoring system is in place years’ development of the football and portable humidifier/ collection and potential loans dehumidifiers are used to from existing collections held by control display galleries and other bodies / individuals. stores. Silica Gel is used in display cases and packaging Guidance on the standards for where appropriate. There is a storage of museum and archive back-up boiler in the plant room collections is available in BSI for the heating system. PAS 2018. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 26

V Actions to minimise risk of l Light Levels – Dimmable BS EN 16893:2018 damage to and deterioration of lamps, UV filters and blinds Conservation of Cultural Heritage, the collection are used to mitigate against Specifications for location, damage from light sources construction and modification of in the display galleries/ buildings or rooms intended for cases and collection store. storage of heritage collections The collection store has Together with BS 4971:2017 no windows. Lux levels are Conservation and care of archive monitored. and library collections, this standard replaces PD 5454 which l Airborne Pollution - has been withdrawn.

Storage: Football collection is housed in humidity controlled secure store and conservation grade packaging. New static shelving has been recently purchased for the collection. The store is full to capacity

VI Must provide study and Purpose-built Collections Centre No further action required research facilities for the public and Archive Search Room at other than to maintain current the Museum facilitate access arrangements for public access to to study reserve museum and museum and archive collections archive collections. and improve signage in line with National Football Museum for Wales requirements.

Table 2: Summary of National Museum Accreditation considerations that need to be addressed

Proposed scale approximately 30 acres and at a cost of 96. This report has considered in detail what just over £10m. The design criteria outputs might constitute an ‘appropriate scale of and outcomes from the developments development’. Simply adding up all of the in are the same, but general arrangement requirements from a the scale and costs are proportional and wish list of concepts is not recommended. appropriate to the population size. In both Instead, the proposals set out in this review cases the investment was made following are based on making best use of an existing consideration of the ongoing business building, extended by way of an attractive needs. and sympathetic, but exciting extension. The designation and status being as a result 98. The National Football Museum in of the service outcomes, balanced with the Manchester has 3 floors of exhibition space cost of delivery. the largest being the ground floor which is over 480m2. A 4th floor is used for a learning 97. Applying a national football context, and community zone with the 5th and 6th it is worth noting that the English FA’s floors accommodating a high-class bar and National Football Centre was built on restaurant facility. The facility proposed a 330-acre site at Burton on Trent, at a for Wrexham, and described below, would cost in excess of £100m. In comparison, extend the current public spaces by just over the FAW has developed its own national 500m2. facilities across three locations, covering 27

Proposed general arrangements Capital costs for the development of museums vary considerably, for example 99. The proposals to extend and upgrade the Heritage Motor Centre in Warwick (re- the Wrexham Museum could lead to an named the British Motor Museum in 2015) additional 360m2 of gallery accommodation, was developed at the rate of £797m2; with with a further 150m2 of accessible floor area. the Great Gallery at the Wallace Collection, London upgraded at a cost of £9,413m2. It is proposed that the first-floor area, These figures have been sourced from the currently used as storage, be brought into Building Cost Information Service (BCIS) beneficial use, together with some of the of Royal Institute of Chartered Surveyors adjacent ancillary rooms. Furthermore, the (RICS) and have been re-based to the 3rd construction of an atrium above the existing Quarter 2018. galleries would create the opportunity to establish new access arrangements to the A good example of a building first floor. rehabilitation and conversion to form a museum, providing context for this National Further storage may also need to be Football Museum for Wales proposal, is the located in off-site accommodation - to be Civil War Centre, Newark Museum. In this identified following detailed discussions with case the works to a Grade II listed building the Local Authority. were undertaken in 2013 at an overall construction cost of £3,191m2 (BCIS re- Breakdown of potential building works based to the 3rd Quarter 2018).

a. The upgrading and redevelopment of Wrexham Museum as described above, could include c 200m2 of new gallery spaces on the first floor, together with an extension set out within the forecourt zones of 160m2.The existing glazed frontage of c70m2 could be modified to link the Grade II listed building with the proposed new infrastructure developed in the forecourt area;

2;

Overall construction costs are estimated to be £3,5593 per m2 to take account of the conservation status of the building and the development of an internal atrium, with new access arrangements to the first floor;

2 with additional provisional sums established for any required redesign of the extant galleries, together with new displays, presentation and media.

103.

CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

3 The estimate of £3,559m2 is an averaged sum taking account of there being a mixed, converted and new build, development - 360m2 at £4,000m2 and 150m2 at £2,500m2

TheAnyThe netoverall newtarget gain structuredevelopment ofcapital gallery costsshould accommodation would set also out conform in the wouldthereforetable106.to Government below be inextend therefore,the Indemnityregion to no takeofless 360m Standards accountthan of and the the c. 100. 101.102.b.d.510m104.105.neednew standards to satisfy conservationfor Conservation and ofsecurity Cultural standards,Heritage (BS alongside EN 16893:2018, the preservation Conservation of all listedof Cultural building Heritage, aspects Specifications of the proposals. for location, construction and modification of buildings or rooms intended for storage of heritage collections). CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 28

Target capital costs

Project Elements Estimated Capital Costs

New galleries to include internal atrium – 360m2 @ £4,000m2 £1,440,000

Ancillary accommodation – 150m @2,500m2 £375,000

Redesign of existing ground floor galleries £500,000

Sub Total £2,315,000

Fees @ 15% £347,250

New displays, presentation and new media £1,000,000

Fees @ 5% £50,000

Relocation costs – provisional sum, subject to the need to relocate existing collections £500,000

Fees @ 10% £50,000

Total estimated costs £4,262,250

Contingency @ 5% £213,112

Total estimated capital costs for the establishment of a National Football Museum for Wales in Wrexham £4,475,362

Target for the establishment of a National Football Museum for Wales in Wrexham – a proposed one-off capital contribution from Welsh Government £4,400,000

Note: The above costs are subject to survey and listed building consent observations together with an operational review of the extant Wrexham Museum displays.

Table 3: Estimated capital costs together with a target funding contribution for a National Football Museum for Wales in Wrexham

Running cost assumptions and targets Museum identified a number of development opportunities, that, at that time, could Target visitor numbers potentially double the current footfalls to over 70,000 per annum (Austin Smith Lord, 2005). 107. Wrexham is already the home of the This included the conversion of the first floor Welsh Football Collection, and the Museum, ‘old court room’, currently used for storage. located in the town centre, is established and successful with visitor numbers currently 109. Based on a cautious application of other in the region of 35,000 per annum. National Sports Museum figures added to the current visitor numbers to the local museum, it 108. A design led feasibility study exploring is anticipated that visit numbers could rise to a the activities of Wrexham County Borough target of 80,000 footfalls a year. CELEBRATING OUR SPORTING HERITAGE 29 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

Staffing requirements Running cost proposals

110. The extant Museum is serviced by 113. The following section outlines an initial 20 staff (including 10 full time posts) and assessment of the impact of establishing a operated in accordance with the collecting National Football Museum for Wales as part policies centred on the local history of of an upgraded and redeveloped Wrexham Wrexham. Museum.

111. Current staffing levels would need to 114. For the purpose of this proposal, it increase as a result of: has been assumed that the current local history displays will be incorporated within a. Additional gallery spaces; the modernised infrastructure. Additional operating costs would result from any b. Rising visitor numbers; relocation of the current displays together with the proposed extension. c. A reasonable extension of the opening hours i.e. one night a week during football 115. During the exploratory feasibility season, for evening games, together with investigations, WCBC’s Heritage Service Sunday and bank holiday opening. considered the impact of developing a National Football Museum for Wales in the 112. Based on the Accreditation requirements extant, and potentially extended, building. for museums to be designated ‘National’ or Based on the feedback from the Council’s nationally styled, a National Football Museum Heritage Manager, outline cost plans for the for Wales could also require: operation of a Football Museum alongside the existing local history displays have been a. A specialist curator, who would also prepared and are set out in the following deal with enquiries and initiate pop up and tables. touring collections; 116. Additional staffing requirements have b. Additional museum assistants for been set out earlier and it is proposed that gallery invigilation, to serve the visitor one additional full-time education officer be experience and to cover the extended employed, which could be increased to two galleries at first floor level; in the event that the Museum took on an all- Wales responsibility for the development of c. A learning and community engagement learning through football. officer; 117. In respect of the catering and shop d. A fund-raising and marketing officer; sales for the extended facility, it has been assumed that the facility will serve both e. Financial support for future acquisitions National Football and local history visitors and conservation, interpretation, technical i.e. those coming to the Museum to visit support, refresh and renewal; either the exhibitions, for ticket events or as a hired venue, as well as general customers f. Funding to launch and market the new who might be visiting the building because football heritage collection; it is a ‘nice place to go’ and is located on the main road leading into the town. The g. Additional front of house employee income projections have been modelled on hours to cover the extended opening the basis of an average spend of £2 per times; visit, which is in line with the current level of activity at Wrexham. h. Additional on-costs for heating, lighting and maintenance. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 30

118. The cost of sales (e.g. stock) is Current expenditure assumed at 50% of turnover which is typical for a facility of this type, and from discussions with the Local Authority the Items of Expenditure Expenditure figure is in line with current WCBC financial performance. APT and C staff £325,000

119. With the anticipated increase in Manual operatives £20,000 footfalls it is estimated that a mature year miscellaneous sales target figure could Repairs and Maintenance £2,000 reasonably be set at c£100,000. Energy £17,000 120. The education and learning programmes could include a combination NNDR £46,000 of commercial, adult leisure learning and holiday courses which support the core Water £2,000 mission and educational objectives of the current museum operation and that of a Cleaning £13,000 National Football Museum for Wales. Transport £1,500 121. It is further assumed that the business community use of the modernised facility Equipment/materials £14,000 will develop over the first three years of operation through a gradual build up Office costs £28,000 in the number of events and corporate opportunities. The introduction of football Services £4,000 to the museum will open the door to a wide variety of businesses and other IT £4,500 organisations, partly supported by the success of Wrexham Football Club. Miscellaneous including catering supplies £40,000

122. Schools courses will be developed Total £517,000 as an extension of the current museum education programme and delivered through Note: The costs shown above exclude the proposed additional member of staff. In recharges from other departments – the event that the facility takes on an all- including financial control, HR, Wales remit, the staffing structure will need legal services etc. to be advanced. Table 4: Wrexham Museum’s current expenditure Wrexham Museum current direct controllable provided to form a baseline for calculating new operating costs running costs

123. Tables 4 and 5 show the 2017/18 actual income and expenditure figures in order to form the baseline for calculating the anticipated running costs for a new Football Museum within the extant Wrexham Museum building. CELEBRATING OUR SPORTING HERITAGE 31 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

Current income 124. The Museums Association Salary Guidelines (2017) provide guidance for employers when considering starting Items of Income Income salaries for posts and the proposed additional posts fall within the scope of the Grants for exhibitions/other activity £36,000 following broad job areas identified in the guidance, namely: Sales £62,000 a. Museum attendants/front of house/ Fees/charges £2,500 security;

Total income £100,500 b. Fundraising and marketing;

Net direct cost £416,500 c. Learning, programming and outreach;

Table 5: Wrexham Museum’s current income provided to d. Curators and collections management. form a baseline for calculating new running costs 125. The salaries shown are inclusive of Increased staff costs as a result of the extended all employment costs and based on the infrastructure and service anticipated 2018/19 salary increase.

Additional staffing costs – year one Net Cost 126. It is also noted that roles undertaking a national remit require a higher level of A specialist curator – football collection knowledge and experience than those Wrexham grade L7 £31,000 which are specific to a local museum. For example, while the salary scale for additional Marketing officer Front of House staff should be consistent Wrexham grade L7 £31,000 for all Front of House staff employed at Wrexham Museum, the Curator, Education 1 additional educational staff member and Marketing Officers could be providing Wrexham grade L7 £31,000 expertise and support to a wide range of bodies across Wales. Additional museum assistants for gallery invigilation 127. Therefore, whilst the grades shown Wrexham grade L4. Six part time 0.4 within the forecast cost plan are in-line with Full-time equivalents (FTEs) £62,327 the Museum’s existing staff structure, they may need to be modified during a detailed A second educational staff member Subject overall operational review (a contingency could be required following the to further of £5,000 has been included within the cost establishment of an all-Wales review plan). education and learning programme Increased general running costs

Table 6: Additional staff costs proposed to service the 128. To take account of the proposed proposed extended museum in Wrexham extension, and increased gallery floor space, general running costs are all uprated by 20%. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 32

129. A sensitivity analysis has been applied from year 3 onwards, £5,000 and further to show increased costs of up to 40%, supported by donations. together with a lesser increase of 10%. Future operational cost plan 130. The increases have been applied to the baseline current costs. Cost sensitivity analysis

131. Other costs that should be the subject 132. A sensitivity analysis has been applied of future review include: to the uprating of the current core direct controllable operating costs of the Wrexham a. The need for off-site storage, at Museum (baseline) to take account of the £30,000 per annum. increase in building footprint and extended galleries - but excluding any increase to b. A budget of £30,000 for conservation the cost of supplies/materials for sale – (either outsourced, or undertaken by these are dealt with later. Tables 7, 8 and 9 existing or new staff) and an acquisition provide 3 different examples of sensitivity budget of £20,000 in year 1, £10,000 in comparisons in costs. year 2 and thereafter, once established

Year 1 Year 2 Year 3 (Mature year)

Current baseline expenditure for Wrexham Museum (based on £172,000 £175,000 £180,000 2017/18 actuals)

20% uplift in costs to take account of increased building footprint £34,400 £35,500 £36,500

Salaries and wages to include increased staffing structure £505,000 £520,000 £535,000

Total direct controllable costs £711,400 £730,500 £751,500

Table 7:Example 1: baseline direct controllable costs uplifted by 20% and subsequently inflated by 3% in both years 2 and 3

Year 1 Year 2 Year 3 (Mature year)

Current baseline expenditure for Wrexham Museum (based on £172,000 £175,000 £180,000 2017/18 actuals)

40% uplift in costs to take account of increased building footprint £68,800 £71,000 £73,000

Salaries and wages to include increased staffing structure £505,000 £520,000 £535,000

Total direct controllable costs £745,800 £766,000 £788,000

Table 8: Example 2: as in Table 7, above but controllable costs uplifted by 40% CELEBRATING OUR SPORTING HERITAGE 33 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

Year 1 Year 2 Year 3 (Mature year)

Current baseline expenditure for Wrexham Museum (based £172,000 £175,000 £180,000 on 2017/18 actuals)

10% uplift in costs to take account of increased building footprint £17,200 £18,000 £18,250

Salaries and wages to include increased staffing structure £505,000 £520,000 £535,000

Total direct controllable costs £694,200 £713,000 £733,250

Table 9: Example 3: As in Table 7 above, but with direct controllable costs uplifted by 10%

Income sensitivity analysis

133. Table 10, provides a sensitivity analysis applied to the uprating of the existing Wrexham Museum core income to take account of increased opening hours, additional anticipated football footfalls (total visitor numbers 80,000 per annum), events and future financial contributions.

Year 1 Year 2 Year 3 (Mature year)

Baseline income £100,500 £100,500 £100,500

Catering/sales uplifted income – value after cost of sales have been £50,000 £75,000 £100,000 removed (50%)

Events – 10 at net income of £500 £5,000 £5,000 £5,000

Events – up to 25 at net income of £500 (+15) £0 £7,500 £7,500

Events – up to 50 at net income of £500 (+25) £0 £0 £12,500

Sponsorship £0 £0 £20,000

Education programme support from Local Authorities, Governing Bodies, business including professional £10,000 £20,000 £30,000 football clubs

Total estimated income £165,500 £208,000 £275,500

Total estimated income plus 10% £182,050 £228,800 £303,500

Total estimated income minus 10% £148,950 £187,200 £247,950

Table 10: Sensitivity analysis applied to the uprating of the existing Wrexham Museum core income CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 34

Summary of estimated future annual revenue costs

Costs Income Net operating costs

1.Total direct controllable costs (from Table 6) £751,500

2.Total estimated income (from table 9) £275,500

3.Net direct controllable operating cost £476,000

4.Operating contingency £20,000

5.Total direct cost £496,000

6.Current direct controllable net operating costs of Wrexham Museum £416,500

7. Difference between 5 and 6 above Other variable costs to be subject to £79,500 further review and consideration:

8. Off-site storage £30,000

9. Conservation £30,000

10. Acquisitions

10.1 Year 1 £20,000

10.2 Year 2 £10,000

10.3 Year 3 mature year and onwards and further supported by way of £5,000 donations

11. Total variable costs in year 3 (mature year) £65,000

12. Total forecast additional costs in year 3 (mature year) £144,500

Table 11: Summary of estimated future annual revenue costs CELEBRATING OUR SPORTING HERITAGE 35 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

Capital and annual revenue costs – other Model A - the National Football fund-raising options Museum for Wales directly developed and managed by Wrexham County Borough 134. As well as Welsh Government Council. and Wrexham County Borough Council investment, a fund-raising strategy should Model B – the National Football be designed to identify additional income Museum for Wales directly developed and make a case for specialist support and managed as a ‘branch’ of Amgueddfa from heritage and regeneration sources, Cymru e.g. the National Waterfront as well as exploring potential sponsors and Museum which is a partnership with benefactors, who may be attracted to the Swansea Council. profile that a National Football Museum for Wales would bring to Wrexham.

In the current economic climate, a key issue for museums outside home country capitals and major cities is their ability to attract philanthropic sponsorship / funding, uncertainty surrounds European funding and several sources of grant available to charities are closed to Local Authority museums. None the less, a museum based on a topic of broad appeal and national reach could have the potential to attract funding for a wide range of activity. For example, Wrexham Museum already has a track record of success with the Heritage Lottery Fund for earlier stages of building improvement; the National Football Museum secured sponsorship from Waterstones and Hotel Football for its 2018 “Football Writing Festival”; working in partnership with Alzheimer Scotland, the Scottish Football Museum secured support for its “Football Memories” project from The People’s Postcode Lottery and BUPA Care Homes.

Based on a recommendation to establish a National Football Museum for Wales, located at Wrexham County Borough Museum4, Table 12 sets out two potential models of governance for consideration, if this proposal is supported:

a. 4The museum needs to have a distinct identity and avoid confusion with The National Football Museum (based in Manchester) and the Scottish Football Museum (based at Hampden Park in Glasgow). Potential names might include The Welsh Football Museum or The Welsh Football Museum: Wrexham. The latter would reflect both its national role and the building’s function as the museum for Wrexham County Borough. Name would need to be bilingual to reflect policies e.g. Amgueddfa Pêl-droed Cymru.

There mustare other be a potential clear understanding models of ofgovernance the governance that could arrangements be explored for further the if 138.135.Governancemuseum,137.b.the principle especially ofArrangements a National if multiple Football organisations Museum arefor Walesinvolved at Wrexhamin a partnership. Museum is agreed, 136.for example a separate Trust arrangement. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 36

Governance options

Model A Model B

Constitution Wrexham Museum is owned and Amgueddfa Cymru established by operated by Wrexham County Act of Parliament 1907 and Royal Borough Council (WCBC) – has Charter renewed 2006. Has a statutory powers to operate museums as duty to acquire and care for national non-statutory services through the collections. Public Libraries and Museums Act (1964) and the Local Government Act (1972).

Occupancy of Premises WCBC owns the museum building Would need to enter into a lease on a freehold basis. arrangement with WCBC.

Funding Wrexham Council current policy Welsh Government (WG) Free that museum admission is free of Admission Policy. charge. Directly funded by WG under the terms Directly funded by WG under the of a Remit Letter for the development terms of a Remit Letter for the and operation of the museum – would development and operation of require an agreement with Wrexham the Football Museum – clear line Museum for the day to day operation of responsibility for the Football of the museum and to clarify roles and Museum. responsibilities.

Collections Welsh football collection established Sports-related material (including in 2001 with funding support from football) is collected under the Cultural Heritage Lottery Fund and FAW. Life theme of the museum Collection Development Policy. Collections Development Policy includes a specific section on Welsh Can draw upon a wide range of in- football. house expertise to support care of the collection e.g. Conservation team. In-house expertise is limited e.g there is no in-house Conservator.

Table 12: Showing different museum governance models for consideration

139. While in terms of museum standards, either model would be acceptable, on balance, the additional complication of establishing future leasehold arrangements, staff transfer, marketing and issues over collection ownership does suggest that the best option is to establish Model A as the preferred way forward. CELEBRATING OUR SPORTING HERITAGE 37 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

140. Governance recommendations HEADLINE RECOMMENDATION 2: a. Based upon its knowledge and experience, Amgueddfa Cymru ESTABLISH A SPORTING HERITAGE should continue to work in partnership with Wrexham Museum (reference Amgueddfa Cymru’s role with advice EXPERT PANEL and support given to the development of The Cardiff Story Museum) to ensure To provide a future steer, advice and that the National Football Museum for momentum with a commitment to promoting Wales can achieve full Accredited status and keeping sporting heritage alive, but in a in compliance with the standards for a way that is relevant for future generations. ‘national-styled’ museum. To develop a National Sporting Heritage b. Welsh Government directly funds Vision and Framework for Action to provide Wrexham County Borough Council or an agreed strategic direction and approach a future Wrexham Heritage Trust, to with clear principles, policies, and priorities develop the Welsh Football Collection to inform future delivery. with a view to creating the National Football Museum for Wales and that To make recommendations for future Amgueddfa Cymru be asked to review proposals, if considered appropriate and and update their Memorandum of affordable, for an ongoing programme of Understanding with Wrexham, to reflect touring exhibitions, to share and promote the development and delivery of a sporting heritage across Wales. National Football Museum for Wales at Wrexham Museum and with a view to Rationale providing professional advice and support – especially in terms of conservation 142. In the absence of a national sporting and learning - and making collections heritage strategy, profile and priority, it available for display as per the usual is considered that there is a need for a loan arrangements i.e. to build upon vision, policy and guidance to provide the the existing collaboration as a regional necessary future impetus, challenge, drive partner. and direction. In addition, the feasibility review has uncovered wide-ranging 141. The detailed recommendations interests and expertise, as well as subject concerning revisions to the current enthusiasm, which an Expert Panel, led Memorandum of Understanding and by MALD or Amgueddfa Cymru, could partnership arrangements, ongoing support harness. A national and specialist lead and any resource implications will need to would be essential to secure status, support be the subject of further detailed discussion and expertise from the heritage sector as with Amgueddfa Cymru as well as WCBC well as assisting in facilitating connections and ultimately will be subject to the approval with other Welsh Government departments of their respective Boards/Council. to advise on specialist projects, such as education and learning initiatives.

Proposed terms of reference

143. Aim

The Sporting Heritage Expert Panel should give national direction to help steer the future approach, providing advice and a CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 38

commitment to promoting and keeping l Determining records, or artefacts, sporting heritage alive, but in a way that is which are historically significant and relevant for future generations to: should be permanently preserved;

a. Secure the preservation of evidence l Designating sporting heritage records which is significant to Wales’ sporting and artefacts of sufficient interest to history; warrant preservation and notifying the owners accordingly; b. Ensure community engagement (with particular emphasis on the sports sector) l Advising which institution might be best and the impact of our sporting heritage is to hold the records and artefacts when maximised. no longer required by the sporting body/ 144. Objectives athlete or individual collectors.

a. The first role for the Panel would c. Future objectives may move on to be to agree its terms of reference include: and work programme, leading to the development of an agreed Sporting l The mapping of heritage and stories to Heritage Framework for Wales - the be told; vision, rationale, policies, and definitions in respect of sporting heritage. The brief l Providing guidance for sporting bodies for this is described later in this section; and others, with regard to collections, preservation and the promotion of b. The role will also include: sporting heritage;

l Recommending collecting themes l Determining appropriate future delivery and priorities and the important social models i.e. national touring exhibitions; messages emerging from our sporting the application of the National Distributed heritage, i.e. women in sport; ‘ability not Collection concept to sporting heritage; disability’; black and minority ethnic sport; new approaches i.e. sporting heritage volunteering through the ages; sporting days; legends – inspirational stories; clubs and

communities touched by sporting history; l Establishing a mechanism to engage l Advising on the national collecting local communities, particularly the sporting community, with their sports policy, setting out the broad principles heritage. for collecting, identifying the themes and interpretation aims to be secured for the benefit of a broad range of audiences; 145. Membership

l Setting criteria to judge the historical a. It is recommended that the Panel significance of any item considered for should be coordinated by MALD and preservation5. The criteria might include: supported by Amgueddfa Cymru and Sport Wales – with the terms of reference 1. The type of the record and activity and membership proposed by these recorded; national lead bodies, to be subsequently confirmed by the appointed Panel; 2. The uniqueness of the artefact - its ability to represent and evoke sporting inspiration together with its social impact;

5 The Significance Toolkit could be a useful tool for helping determine collections policies – what to collect and not collect based upon an understanding of the significance of items; as well as decisions about care and development of collections and how to communicate their meaning to others (Welsh Government, MALD 2013 Why do we have it? A significance process and template) CELEBRATING OUR SPORTING HERITAGE 39 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

b. MALD to provide reasonable h. Finally, the panel would be expected administrative and secretarial support; to meet at least once a year, but normally every three to four months. c. Members to be appointed by MALD advised by Amgueddfa Cymru and Sport Role of key strategic sports partners i.e. Wales; Sport Wales, Welsh Sports Association, Welsh Sports Hall of Fame d. The Panel should be made up from 12-15, senior experienced officials 146. These bodies can advise the museum and sporting heritage experts and specialists and support: educationalists as well as museum and sport specialists. The membership a. Inspiration and learning activities; should include people with profile – able to champion the cause and be a good b. Celebrations of sporting heritage; sporting heritage advocate; c. National Governing Bodies of Sport e. Panel members might include a mix considering the promotion of sporting of paid staff and volunteers including heritage, the on-going preservation of representatives from the following: key artefacts and the use of exhibitions, i.e. through major events, as a vehicle l Welsh Government: Museum, Sport for engaging participation, particularly and Education Divisions; amongst young people. Whilst the remit of the National Governing Bodies of Sport l Amgueddfa Cymru; does not embrace sporting heritage – they should be encouraged to: l Federation of Museums and Art Galleries of Wales; l Understand and recognise the importance and place of their heritage; l Sport Wales; l Promote any policies established l Welsh Sports Association; for creating and maintaining future collections, supporting education, l Sporting Hall of Fame; learning and outreach activities.

l Sporting heritage journalists and 147. The Welsh Sports Hall of Fame can champions who have a passion for also help promote sporting history - the bringing the story of Wales’s sporting stories, as well as support the development heritage to life; of education and learning, mobile exhibitions, and the promotion of events. l Experts and/or young people, to help ensure any approaches are relevant Running costs to today’s young, as well as future generations; 148. It is recognised that there is a financial consequence to supporting an expert group. f. To build on, and share existing Welsh Government has recently calculated expertise, the Panel should establish that the administration of such panels can a working link with the UK Sporting cost between £4,000 and £14,000, with Heritage Network; revenue implications including: pre-meeting administration; researching and preparing g. The panel could also be helped in papers and presentations; meeting its work by appointing specialist sub- attendance and travel time; post meeting committees; administration. Additional costs may also CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 40

include: public appointments; meeting room hire and refreshments; printing/stationery; travel and subsistence; translation. Staff costs will depend on the number involved with the group, their respective salary grades and time spent.

However, the presumption behind this recommendation is that sporting heritage should be considered of greater importance than was previously the case. The proposed approach could therefore be delivered by Furthermore, sporting heritage, unlike re-prioritising existing resources. many other areas of interest, continues to be created through ongoing competitive Sporting Heritage Framework successes, indeed for young people, interest in today’s stars is often the biggest 150. One of the first responsibilities of the inspiration to their participation. Therefore, Expert Panel should be to develop a Welsh any national collection policy must capture Sporting Heritage Framework to provide today’s success stories to be relevant for an agreed strategic direction and approach both current and future generations. with clear principles, policies, and priorities informing future delivery. Some of the content of this feasibility report can provide the basis for this. Examples of delivery models that have been proposed during the feasibility review are also summarised in APPENDIX A for further future consideration as part of this process.

Whilst there is a general view that there should be no new national strategies, it is evident that, because of the reach and interest in sporting heritage alongside the absence of any previous national profile, there is a case for a nationally developed framework for this specialism to:

Establish the rationale for future collections;

Inform and encourage higher standards of preservation;

Generate awareness, along with guidance in respect of good practice, i.e. how collections can be presented, interpreted and used;

Encourage people to donate or loan important items of sporting heritage.

152.

The Framework should aim to maximise the benefits that the power 149.151.b.c.d.and153. a. inspiration of sporting success, as well as heritage, can have on people throughout Wales. It must raise the profile and recognise the importance of sporting heritage - its impact on communities, the pride and passion it fosters, as well as the all-important ‘learning about the past’ and its ‘bearing on the future’. CELEBRATING OUR SPORTING HERITAGE 41 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

Into the future, if there were to PROPOSALS FOR FURTHER be a decision to proceed with such a development, it could be well suited to CONSIDERATION BY RESPECTIVE embrace a rugby heritage visitor attraction – a National Rugby Museum or Heritage Centre. Initial, estimated visit numbers and NATIONAL ORGANISATIONS targets shared by the WRU are as follows:

Proposal 1: Welsh Rugby - The Welsh Rugby Union Current stadium visitor numbers - 50- should consider the inclusion of an accredited 60,000 per annum;

museum (or Heritage Centre) in any future Increased visitor numbers expected as visitor redevelopment plans for the Principality a result of such a development – leading Stadium. to targeted annual footfalls of up to 100,000 per annum.

Supporting Case

154. The Welsh Rugby Union (WRU) has undertaken a ‘Profit and Loss’ review of the business case to establish an upgraded national rugby attraction at the Principality Stadium, Cardiff. The findings of this review have not been made public, and the WRU are still determining their current and future investment priorities.

It is understood that the Profit and Loss review focussed on:

Consideration of an event/non-event day hospitality space;

Further space to enhance the stadium tour and accommodate a Museum/Welsh Rugby experience/attraction.

156.

AlongsideAnyA detailed future thebusinessmodel capital should case investment, alsowould be be part b.theofrequired an WRU all-Wales setting would approach outneed the to vision, make to the arationale, collection budget 157.155.b.available158.and159.impact, a. preservation outputs to support and of rugbytheoutcomes specialist sporting as wellheritage heritage, as experience;alongsideoperating models,inspiring the artefact and and any engagingdisplays, consideration curatorialyoung of input,peoplefuture collectionsfinancial in learning. support care and would new beacquisitions. conditional Accesson the WRU to other securing facilities Museum and support Accreditation such asfor marketinga heritage areattraction. expected to be covered through the existing WRU and Stadium infrastructure. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 42

Lessons learned from the feasibility Proposal 2: Welsh review of CC4 include: Cricket: The CC4 Museum

of Welsh Cricket should In the main, young people are most interested in the current star players continue to develop as an as well as interactive technology and learning;

Accredited museum. c. The venue works because it is the home of cricket and as a stadium it is The CC4 Museum of Welsh Cricket at the an activity venue with a direct connection SWALEC Stadium is a good example of the sport’s to the game, enabling people to experience participation, meet players, initiative and commitment to create a dedicated engage in match day media broadcasting national sports museum in Wales. It should etc. A location in the Stadium enables the engagement of young people and continue to develop this offer as an audiences, encouraging support for Accredited museum. playing and spectating which is an important rationale for the provision. Supporting Case Future aspirations for the Stadium are 160. The CC4 Museum of Welsh Cricket, understood to include an enhanced learning opened in 2012, and has been developed centre and bigger museum. However, a into a significant learning resource, significant level of Welsh Government together with limited, but well cared for investment has recently been agreed displays of cricket history and a variety of to support the establishment of a future multi-media activities. It generally opens Glamorgan Twenty20 team. Whilst this will on match days, but also by appointment. boost visitor numbers and income, there is The Museum is supported by a volunteer, not considered to be a sufficient case for any professionally qualified, museum mentor, further Government investment in the cricket which is a requirement under the Museum’s museum linked to this Major Events funding. Accreditation Scheme. It works in partnership with Glamorgan Archives and other specialists to look after the storage and preservation of the artefacts.

The development of the Museum has previously received funding from various sources, including the Heritage Lottery Fund as well as the ECB’s ‘Chance to Shine’ programme for engaging children and young people in schools.

163.

ThatThis education is a good and working learning model are ofan a museumintegral part for aof single the vision sport, housed at the 164.161.162.nationalb. a. home of that activity - in this case, the SWALEC Stadium. CELEBRATING OUR SPORTING HERITAGE 43 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

the delivery of the proposed National Vision for PROPOSAL 3: MULTI SPORTS - Sporting Heritage and Framework for Action.

AMGUEDDFA CYMRU SHOULD Finally, more professional support is needed for community clubs and groups which collect and display artefacts. This might include guidance ESTABLISH A PERMANENT AND to help them work towards minimum standards, perhaps through the development of a ‘tool kit’ PROMINENT SPORTING HERITAGE on the Welsh Government or Amgueddfa Cymru website. There might also be a role here for the Community Archives and Heritage Group which PRESENCE AT ST FAGANS aims to support and promote community archives, bringing interested groups together and providing AND SUPPORT ACCREDITED a forum for the exchange of information. SPORT SPECIFIC MUSEUMS IN Amgueddfa Cymru should continue to develop sports-related collections in partnership ACHIEVING HIGH STANDARDS OF with other organisations thereby creating a permanent and more prominent sporting heritage COLLECTION STEWARDSHIP presence at St Fagans. Amgueddfa Cymru’s emphasis should be towards collecting sports- Supporting Case related material not otherwise catered for in other Accredited museums in Wales. There is 165. Wales’ sporting heritage and culture also a role in advising and supporting other should have a prominent and permanent organisations in Wales ensuring a comprehensive presence in the National Museum of History national collections strategy. and further consideration should be given to how this might be best achieved. Ideally, this will require that Amgueddfa Cymru, MALD and the Welsh Government Sports Policy Division work in partnership with Sport Wales, together with other key sporting institutions, to capture significant historic Welsh sporting artefacts and stories. Further consideration should also be given to the philosophy regarding sporting heritage collections and what might be relevant when set in context with the history of Wales.

The creation of a more prominent sporting heritage presence at St Fagans, developed in partnership with the sports bodies, should help attract even greater levels of visitor interest and encourage the donation of more significant sports artefacts. Amgueddfa Cymru’s excellent track record of developing education programmes and resources extended to embrace sporting heritage will also bring added advantages to

166.167.Proposal

168. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 44

173. The suggested way forward, SECTION VII: CONCLUSIONS AND therefore, includes two main, headline recommendations for action, along with RECOMMENDED NEXT STEPS additional proposals for future consideration. The financial implications of the headline 169. This feasibility review has highlighted recommendations can be summarised as the importance, and need, for a future model follows: to maintain, celebrate, promote and learn from the enormous depth of Welsh Sporting a. National Football Museum for Wales – Culture and Heritage. Wrexham

l 170. The recommended way forward is Target capital cost, in the region of designed to help raise the profile of our £4,400,000; sporting heritage and culture, establishing l recognition and support for specific Annual running cost support, in the initiatives with the key aims being to: region of £144,500 per annum (subject to a detailed operational review in respect a. Support the collection and preservation of the current local history displays at of important artefacts for future Wrexham Museum and the need for off- generations; site storage). Directly funded by Welsh Government under the terms of a Remit b. Identify effective ways of promoting Letter for the development and operation sporting heritage in order to make a of the Football Museum. difference to people’s lives; b. Expert Panel and Framework – c. Inspire and inform young people; subject to further review and industry engage with adults, and generate visitor commitment – ‘costs contained within interest. existing budgets’ but ranging to no more than £15,000 per annum. 171. The future approach must also be given national status and recognition as 174. Other proposals have been included without establishing its importance, and a for further consideration by the appropriate greater investment of human and financial national organisations. However, further resources, it is unlikely to be successful. work is required to fully understand the It should be led by MALD and Amgueddfa implications of these possible developments Cymru working in collaboration with, and and the determination of the required supported by, strategic sports organisations. readiness to proceed will be required.

172. The feasibility has identified the case 175. All sports have important stories to for: tell with related artefacts that are worthy of preserving and display, alongside which a. A National Football Museum for Wales at a national level a number of different building on the significant commitment, sports have a recognised principal stadium. support and existing models in Wrexham However, these venues may be difficult, or inappropriate, to adapt to create a heritage b. A Sporting Heritage Expert Panel centre, leaving most organisations in a responsible for recommending a National position where they do not currently meet Vision and Framework for Action, the readiness criteria to support the case for including collecting and ‘sharing policies’ a sport specific museum. for sporting heritage in Wales, as well as education and learning, outreach, 176. Nevertheless, established local networking and support models. museums as well as the National Museum CELEBRATING OUR SPORTING HERITAGE 45 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

of History at St Fagans can provide a 178. Immediate next steps: suitable home for multi-sports memorabilia, alongside pop-up exhibitions that could be a. Welsh Government consideration considered for display at appropriate major of the feasibility study findings and events. This does not exclude the potential recommendations: to consider new sports specific heritage models in the future if there is a viable l October 2018 – January 2019: Welsh business case. Government decision in respect of the recommended way forward. 177. The two headline recommendations within this report have therefore been b. National Football Museum for Wales - proposed on the basis that there is a current if approved in-principle: and potential readiness to proceed. Such readiness factors are based upon the l January 2019 -September 2019: following conclusions: Progress the recommended National Football Museum for Wales negotiations a. In the case of a National Football with Wrexham County Borough Council Museum for Wales, Wrexham County to include a detailed options appraisal Borough Council is considered to be and review workshop in respect of the ready to enter into immediate discussions current museum offer, leading to the to develop and enhance the existing preparation of a planning, performance museum. A review and options appraisal and design brief, together with a business will be required to determine the best plan covering the operating implications way to re-display the extant local history and future revenue cost demands of an collection, leading to confirmation of extended service. the overall footprint demand, detailed design brief and target infrastructure l September 2019- December 2019: final requirements, together with an informed decision to proceed. calculation of the likely additional annual running costs. c. Expert Panel if approved in-principle:

b. Welsh Government can consider l January 2019 – March 2019: Establish whether or not to proceed with the terms and appointment mechanism for establishment of an Expert Sporting the Expert Panel. Heritage Panel, leading to the development of a National Sporting l April 2019: Appointment and Heritage Vision and Framework for commencement of Expert Panel. Action. Progress with such an approach can take place independently, alongside d. Amgueddfa Cymru January 2019 the preparation of detailed proposals for - April 2019: Amgueddfa Cymru to the Football Museum. consider the implications of the feasibility findings and recommendations, followed c. Any consideration of the proposals, by a response to MALD setting out any and costs, in respect of the cricket, rugby financial implications, proposed priority and the National Museum of History at St actions and implementation plans. Fagans recommendations, together with the establishment of a touring exhibition facility, to be subject to future review, agreed funding and determination by the Expert Panel. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 46

APPENDICES

b. Inspiring and encouraging participation APPENDIX A: FRAMEWORK outcomes through the celebration of high profile role models;

FOR ACTION – APPROACHES c. Helping address mental health challenges such as Dementia i.e. through FOR FURTHER FUTURE remembering historical events and heroes.

CONSIDERATION 6. Sporting heritage can also be a vehicle for delivering improved outcomes for learning in 1. If established, the Sporting Heritage the proposed new Curriculum for Wales. Expert Panel could be charged with developing a national sporting heritage 7. Amgueddfa Cymru is described as the framework providing direction as well ‘largest provider of learning outside the as recommended actions including classroom in Wales’. It has an excellent consideration of the approaches set out track record in engaging young people in below which were proposed by both the ‘exploring the past, experiencing the present museum and sports consultees who and imagining the future’. If education participated in the feasibility review. through sporting heritage is to be developed further, Amgueddfa Cymru’s expertise and Collecting Guidance experience will be needed to lead and support such an approach. 2. Building upon the work previously undertaken to identify collections in public A Distributed National Collection ownership (and that are contemporary in nature), consider commissioning further 8. The Framework could include the work to identify collections which would be appropriate application of The Distributed key to telling the story of Welsh football. National Collection (DNC) in Wales concept to embrace a focus on sporting heritage. 3. The approach should also include guidance for all National Governing Bodies 9. A central co-ordinating body for a future of Sport i.e. about: collecting appropriate DNC in sporting heritage could help future memorabilia; definitions of collections ensure that public institutions take future of national significance; how we can use the sports collecting seriously and act in a co- collections to tell a story; which subjects and ordinated way. The Federation of Museums artefacts are significant. and Art Galleries of Wales describes the development of distributed national 4. Any future models will also need to collections as being appropriate for targeting include a ‘vehicle’ for encouraging people to themes of relevance to Wales. They donate or loan important artefacts. allow collections to be identified, studied, conserved, documented and made available Education and Learning through physical and virtual exhibitions.

5. Learning through sporting heritage can follow many different themes such as:

a. Challenging common stereotypes, particularly in sport; CELEBRATING OUR SPORTING HERITAGE 47 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

10. comprehensive education programme. The development of a touring attraction, either based on a temporary exhibition at a partner museum, or a group of partners working with the Amgueddfa Cymru should be considered as part of the future sporting heritage implementation plan.

Whilst a DNC model does not satisfy the sporting heritage drivers in terms of profile and impact on physical activity, economic regeneration, attracting visitor footfalls, it Other ideas put forward to the feasibility might help move forward the preservation review included sporting heritage trails of Welsh sporting heritage, although it is celebrating the birth places of famous sports unclear whether at this stage the sports and people as well as the locations of famous heritage sector in Wales is ready to generate events. enough sustainable interest and the consensus required to make the approach work.

Recognising different regional preferences and needs, it is apparent that there is not any one destination in Wales that can generate the required footfalls for a major, standalone sports museum, as well as which there is strong support for mobile exhibition models i.e. an equipped van or trailer that can take the inspiring story of Welsh sport to communities at major events, county shows and as part of a

AThisThe DNC Expertuseapproach would and Panel displayprobably could could ofalso demand‘artefacts’ develop help address a future low- thelevelproposals,should issues development only thatif be considered aknown small of an Welshelement appropriate,existing sports of museum the for an collections11.facility12.Mobileongoing14.MultimediaoverallSporting toExhibitionsapproach programme Heritageprovide areApproaches few tothe Trails and the ofcentral touringfar‘telling between, interface ofexhibitions the andstory’ and to oftenleadshare- other the unavailableand media national promote could strategyfor sportingbe display. used, for heritage However,collecting,including across ait wouldpresentation,13.Wales.15.Welsh16. have Sporting to learning overcome Heritage and webthe audience. challenges site, with identifiedall ‘platforms’ in this an feasibilityintegral part review of the future surroundingmodel. The National ownership Library of collections of Wales representativeand National Screen of Welsh and sport. Sound Successful Archive projectsof Wales involving can also distributedplay a key nationalrole in collectioncataloguing, themes sharing tend and to promotingrevolve around notable publiclysporting ownedheritage collections, archives to whereas support a both goodfixed numberand mobile of Welsh exhibitions. sport collections are currently held by private individuals, or clubs. Despite this, the concept is worth exploring in some form. CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 48

APPENDIX B: FEASIBILITY BIBLIOGRAPHY Printed materials - books, reports, journals, SOURCES: DOCUMENTS AND research etc.

STAKEHOLDERS CONSULTED TO 1. Amgueddfa Cymru Primary School Visits – Inspiring Enquiring Minds at INFORM THE REVIEWS Amgueddfa Cymru National Museum Wales. 2017/18 Brochure 2. Architects’ Journal, 19 April, 2001, National football museum by OMI ACKNOWLEDGEMENTS Architects 3. Austin Smith Lord, 2005, Wrexham STAKEHOLDER ORGANISATIONS AND INDIVIDUALS County Borough Museum design feasibility (not publicly available) CONSULTED 4. BDO,2015, A vision for a national sports museum – Ireland 1. Welsh Government Museums, Archives 5. BSI 2018 BS EN 16893:2018, and Libraries Division Conservation of Cultural Heritage, 2. Amgueddfa Cymru-National Museum Specifications for location, construction Wales and modification of buildings or rooms 3. The National Library of Wales intended for storage of heritage 4. Welsh Rugby Union collections 5. Football Association of Wales - FA Wales 6. Chaplin Heritage and Museum Services, (FAW) and FAW Trust 2017, Welsh Government Survey on 6. Wrexham County Borough Council Collections Information and Expertise in Officers 7. Wrexham Association Football Club Museums Board Members 7. Federation of Museums and Art 8. Welsh Sports Hall of Fame Galleries of Wales, 2012, Contemporary 9. Individuals: collecting project Wales. a. Wrexham Member of Parliament 8. Fordland, P, 2006, Football is forever - b. Sports/football journalist/blogger the establishment and purposes of c. Secretary, CF10 Arms Park football museums, Masters dissertation Rugby Trust 9. Fourth Street for WCBC, 2015, d. Private collector Business Plan for Oriel Wrecsam e. Sports Heritage Network Director 10. Harvey, G 2014 (Updated 2016) f. Author of a Business Plan for National Sports Exhibition … a Both Mobile Exhibition and precursor for The National Sports Permanent Museum (2014) Museum ‘To Inspire Forever’. 10. Sport Wales Business Plan for Both Mobile Exhibition 11. Welsh Government Sports Policy and and Permanent Museum (Private and Major Events confidential document prepared to make 12. Glamorgan Cricket Club CC4 museum a case for funding support) 13. Wrexham Glyndwr University 14. Newtown and Llanllwchaiarn Town Council (by correspondence) CELEBRATING OUR SPORTING HERITAGE 49 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

11. Henderson, J, Kerr, L-A, Gwilt, D, 2014, 27. Welsh Government, 2016, Spotlight on The Distributed National Collection Museums in Wales – conservation on the 28. Welsh Government, 2016, Light Springs national agenda, ICON-CC, 17th through Dark – a Vision for Culture in Triennial Conference, Melbourne, Wales Preventive Conservation 29. Welsh Government, 2017, Prosperity 12. Museums Association, 2017, Salary for all: The national strategy taking guidelines Wales forward 13. National Football Museum Annual 30. Welsh Government, 2017, Well-being Report, 2007 statement 14. Reilly, Dr J, 2014, Sports Museums and 31. Welsh Government, 2017, Amgueddfa Cultural Policy, Doctoral thesis, Cymru - National Museum Wales Remit University of Central . Letter 2017-18 15. Sport England, 2012, How to develop a 32. Welsh Government, 2017 and 2018, sporting habit for life National survey for Wales: headline 16. Springboard, 2018, Town centre results, 2016-2017 and 2017 – 2018 Monthly Footfall Counts for Wrexham 33. Welsh Government, 2018, Government County Borough Council March 2018 Social Research (GSR), Visits to tourist 17. UK Sport, 2011, The inspirational effect attractions in Wales 2017 of major sporting events 34. Wrexham County Borough Council, May 18. Wellbeing of Future Generations 2013, Economic prosperity strategy (Wales) Act 2015 How Wrexham County Borough plans to 19. Welsh Government Programme Fusion: stay at the cutting edge of business. Creating opportunities through culture 35. Wrexham County Borough Council, 20. Welsh Government, 2005/2006, April 2016, Wrexham Town centre Climbing Higher - Creating an Active Master Plan An evidence base for the Wales 2005 and Climbing Higher Next Local Development Plan and a Steps 2006, framework for decision making within 21. Welsh Government, 2010, Museums the Masterplan area strategy for Wales 36. Wrexham County Borough Council, 22. Welsh Government, 2011, Sharing 2017, Wrexham Local Development Treasures: Past and Future. Plan (2013 – 2028) 23. Welsh Government, 2013, Why do we have it? A significance process and On-line sources template, 24. Welsh Government, 2015, Expert 37. Amgueddfa Cymru, March 2018, review of local museum provision in Cumulative visitor figures: Wales 2017-18 25. Welsh Government, 2016, Taking Wales https://museum.wales/visitor-figures/ Forward – Programme for Government. cumulative-2017-18 2016-2021 38. Arts Council England, Accreditation 26. Welsh Government, 2016, Beaufort Scheme for Museums and Galleries in Research for MALD Wales visitor the : Accreditation survey Standard, October 2011 CELEBRATING OUR SPORTING HERITAGE A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY 50

https://www.artscouncil.org.uk/ 49. Railway Heritage Committee final accreditation-scheme/support-and- report, 2009-13 advice#section-2 https://group.sciencemuseum.org. 39. Association of Leading Visitor uk/about-us/railway-heritage- Attractions (ALVA), 2016 visitor figures designation-advisory-board/ - visits made in 2016 to visitor 50. Building Cost Information Service attractions in membership with ALVA of RICS http://www.alva.org.uk/details. http://www.rics.org/uk/knowledge/bcis/ cfm?p=607 online-products/bcis-online-rates- 40. Balls and Boots the Football Museum database Blog. footballmuseums.blogspot.com (N.B. on-line data is only available to 41. Carmarthen Athletic RFC Museum professional members) of Sporting Memorabilia, 51. Senedd, Short Debate, 03/02/2016, http://carmarthenathletic.rfc.wales Bringing football home: the case for a 42. Collections Trust, Spectrum UK national football museum in Wrexham collection management standard http://senedd.assembly.wales/ https://collectionstrust.org.uk/spectrum/ ieDecisionDetails.aspx?ID=2668 43. Community Archives and 52. Stadium Tours and Sports Museums. Heritage Group www.betweensports.net http://www.communityarchives.org.uk/ 53. Sporting Heritage Network - online content/archives/wales resource operated by Sporting 44. CF10 Arms Park Supporters’ Trust new Heritage CIC Cardiff Rugby Heritage Museum https://www.sportingheritage.org.uk/ collection 54. Wrexham Association Football Club http://www.cardiffrugbymuseum.org/ (WAFC), 2017, The Racecourse 45. Manchester Evening News 19 Ground – a Strategic Vision for the November 2009, National Football stadium incorporating Museum of Museum to move to Urbis Welsh Sporting Culture. Unpublished https://www.manchestereveningnews. PowerPoint prepared by WAFC co.uk/news/greater-manchester-news/ 55. Welsh Government Museum national-football-museum-to-move-to- Accreditation, last updated 24 urbis-934964 November 2016, 46. Muhammad Ali Centre, 2017, https://gov.wales/topics/culture- https://alicenter.org/ tourism-sport/museums-archives- 47. Nation Cymru, July 2017, A news libraries/museums/accreditation/ service by the people of Wales, for the 56. Wrexham National Football Museum people of Wales Bringing football home. Campaign (Plaid Cymru, Daily Post, https://nation. Wales Online, Nation Cymru, et al) cymru/?s=Bringing+Football+Home 2015-2017 a number of articles 48. National Football Museum Annual published on-line report and consolidated financial statements for the year ended, 31 March 2017, http://beta.charitycommission.gov.uk/ charity-details/?subid=0®id=1050792 CELEBRATING OUR SPORTING HERITAGE 51 A SPORTS MUSEUM FOR WALES FEASIBILITY STUDY

PHOTOGRAPHIC CREDITS

Front cover: Top – John Charles, Wales versus Page 19 – Wrexham County Borough Scotland, , 1954, Museum and Archives, courtesy Wikipedia, Public Domain Just Solutions, 2018

Centre, left – Wales women’s field hockey Page 20 – Billy Meredith as a Manchester team, 1967, Wales versus Ireland City player in 1903, Wikipedia, courtesy Public Domain

Centre, right – Belle Moore, Jennie Fletcher, Page 23 – 1973-74 Wales international cap, Annie Spiers and Irene Steer at courtesy of the Welsh Football the 1912 Olympics, Creative Collection, Wrexham County Commons Attribution 4.0 Borough Museum and Archives International Page 28 – Player’s commerorative badge, Bottom, left – , 1964 Olympic Welsh Football Associaiton tour long jump gold medalist, to Canada, 1929, courtesy of the courtesy Welsh Athletics Welsh Football Collection, Wrexham County Borough Bottom, centre – Tommy Farr, the Museum and Archives ‘Tonypandy Terror’,former, Welsh, British and Empire Page 36 – Welsh Sports Hall of Fame and heavyweight champion, Welsh Rugby Union, historical photographed at the height of artefacts awaiting display his career in the 1930’s, Creative courtesy Just Solutions, 2018 Commons Attribution 3.0 Page 41 – The original ball used in the Bottom, right – Kenneth Jeffrey Jones, Wales versus England Welsh sprinter and Welsh and international, 1927 British Lions rugby union football courtesy Just Solutions, 2018 player, 1950, Wikipedia, Public Domain Page 42 – France versus Wales, Five Nations Campionship, Stade Page 3 – The opening ball of the 2009 Colombes, Paris, 1922, Ashes series at the SWALEC Wikimedia Commons, Stadium, Wikipedia, Public Domain Public Domain Page 43 – CC4 Museum of Welsh Cricket, Page 5 – Wales national football team, Timeline at the SWALEC Stadium 1887-88 Wikipedia, courtesy Just Solutions, 2018 Public Domain Page 44 – England versus Wales, 1997, Page 15 – Wales versus England, Wembley, courtesy Welsh Netball 1969, courtesy Hockey Wales Page 48 – Welsh Football Collection, Page 18 – Howard Winstone, the ‘Welsh Wrexham County Borough Wizard’, 1967, amateur Museum and Archives bantamweight champion and professional welterweight and featherweight, Wikipedia, Public Domain