Torch Relay in the West Midlands: Impact evaluation Date of publication: 19 July 2012 Cultural Research Analyst West Midlands Cultural Observatory c/o Arts Council England 82 Granville Street Birmingham B1 2LH Telephone: 0121 631 5705 Email: [email protected] Web: www.wmfor2012.com Table of contents TABLE OF CONTENTS ........................................................................................................................... 2 KEY FINDINGS ...................................................................................................................................... 4 INTRODUCTION ................................................................................................................................... 5 1.1 Introduction ....................................................................................................................... 5 1.2 Methods ............................................................................................................................. 5 1.3 Note on the robustness of the data ................................................................................... 6 1.4 Acknowledgments .............................................................................................................. 7 DOCUMENTATION OF THE TORCH JOURNEY THROUGH THE WEST MIDLANDS ................................... 8 1.1 Introduction ....................................................................................................................... 8 1.5 Thursday 24 May 2012: Herefordshire, Shropshire, Worcestershire ................................ 8 1.5.1 Operational lessons learnt? .............................................................................. 11 1.5.2 Media coverage ................................................................................................ 12 1.6 Friday 25 May 2012: Worcestershire, Herefordshire ....................................................... 14 1.6.1 Operational lessons learnt? .............................................................................. 14 1.6.2 Media coverage ................................................................................................ 15 1.7 Wednesday 30 May 2012: Shropshire, Telford & Wrekin, Staffordshire, Stoke-on-Trent 16 1.7.1 Operational lessons learnt? .............................................................................. 18 1.7.2 Media coverage ................................................................................................ 19 1.8 Thursday 31 May 2012: Stoke-on-Trent ........................................................................... 21 1.8.1 Media coverage ................................................................................................ 22 1.9 Saturday 30 June 2012: Staffordshire, Walsall, Wolverhampton, Dudley, Sandwell, Birmingham ......................................................................................................................................... 24 1.9.1 Operational lessons learnt? .............................................................................. 26 1.9.2 Media coverage ................................................................................................ 27 1.10 Sunday 1 July 2012: Birmingham, Solihull, Worcestershire, Warwickshire, Coventry ..... 30 1.10.1 Operational lessons learnt? .............................................................................. 31 1.10.2 Media coverage ................................................................................................ 32 1.11 Monday 2 July 2012: Coventry, Warwickshire ................................................................. 34 1.11.1 Operational lessons learnt? .............................................................................. 35 1.11.2 Media coverage ................................................................................................ 36 1.11.3 Media coverage – total attendance across whole region ................................. 37 IMPACT ASSESSMENT ....................................................................................................................... 38 1.12 Attendance ....................................................................................................................... 38 1.12.1 Audience figures by area .................................................................................. 38 1.12.2 Proportion of the population that turned out for the Torch ............................ 39 1.12.3 Torchbearers ..................................................................................................... 40 1.12.4 Torch convoy crew ............................................................................................ 41 1.13 Social Media / online ........................................................................................................ 41 1.13.1 Twitter .............................................................................................................. 41 1.13.2 Live Stream ....................................................................................................... 44 1.13.3 Websites ........................................................................................................... 44 1.14 Economic impact .............................................................................................................. 45 1.14.1 Overview ........................................................................................................... 45 1.14.2 Impact by sub-region ........................................................................................ 46 1.14.3 Impact on footfall and sales.............................................................................. 47 1.14.4 Torch Tourism? ................................................................................................. 52 1.14.5 Production of the Torch .................................................................................... 52 Torch Relay in the West Midlands: Impact evaluation Page 2 of 64 West Midlands Cultural Observatory 1.15 Social impact .................................................................................................................... 53 1.15.1 Demographics ................................................................................................... 53 1.15.2 People’s experience of the Torch Relay ............................................................ 53 1.15.3 Unanticipated social impact: police interaction with the crowds .................... 54 1.16 Legacy ............................................................................................................................... 55 Appendix 1: monitoring form template for Local Authorities ....................................................... 56 Appendix 2: Torch Relay Audience Survey template .................................................................... 57 Appendix 3: List of community events that took place along the route / were directly inspired by the Torch 59 Torch Relay in the West Midlands: Impact evaluation Page 3 of 64 West Midlands Cultural Observatory Key findings 1. Over a million people lined the streets, bridges, castles and parks of the West Midlands to catch a glimpse of the Olympic Torch. Around 1 in 5 West Midlanders are thought to have experienced the Torch Relay. 2. The social impact of the Torch Relay was tangible. People from all sections of the population got together in celebration, experiencing a sense of community spirit and an increase in pride in the local area. 3. Adding to the positive atmosphere, police motorcyclists interacted with crowds, presenting a less formal side to the police force that was appreciated by the audience. 4. Many agencies worked together successfully to deliver what was largely an incident- free event. New ways of working were developed, including stewarding arrangements and the use of Twitter to control crowd densities. 5. Careful planning paid off, when iconic images of the West Midlands were transmitted across the national media, including the ‘elephant salute’ at Kidderminster, the Torch in Much Wenlock, Tony Pulis in Stoke-on-Trent and Corporal Beharry at the National Memorial Arboretum. Time will tell if the media coverage will help boost the region’s tourist attractions. 6. Last but by no means least, the Torch Relay helped to generate £3.5 million worth of economic activity in the region. Because of the sheer number of people that came out to see the Torch, an estimated £2.5 million was spent in local shops and food and drink outlets, with a handful of business owners claiming it was their best day’s trade ever. Torch Relay in the West Midlands: Impact evaluation Page 4 of 64 West Midlands Cultural Observatory Introduction 1.1 Introduction This report, prepared by West Midlands Cultural Observatory in association with Arts Council England, evaluates the impact of the Torch Relay in the West Midlands during 24-30 May and 30 June-2 July 2012. Topics explored within this report include: Documentation of the Torch journey; Total attendance; Media and social media coverage; Economic impact; Social impact. 1.2 Methods Attendance figures for the Torch Relay and associated events have been sourced directly local authority Torch Relay contacts, as have details of funding for the Torch Relay and associated events (see Appendix 1 for monitoring form template). Monitoring forms were submitted by 21 out of the 24 local authority areas included in the Torch