The Economic Benefits of Heritage for Ipswich Professor Ian Baxter and Professor David Gill Suffolk Business School, UCS Heritage Futures Report on Economic Benefits of Heritage for Ipswich The report was commissioned in September 2015 and submitted in November 2015. Surveys were conducted in late October / early November. The report was prepared by Professor David Gill & Professor Ian Baxter Heritage Futures Unit, University Campus Suffolk http://www.heritagefutures.org.uk [email protected] [email protected] Address: Heritage Futures Unit, Suffolk Business School, University Campus Suffolk, Neptune Quay, Ipswich, IP4 1QJ, UK. 2 Heritage Futures Report on Economic Benefits of Heritage for Ipswich Table of Contents Project Brief .................................................................................................................. 6 Introduction ................................................................................................................... 6 The Heritage Context for Ipswich .............................................................................. 7 Relevant Strategies, Reports and Data Sets ............................................................ 8 Note on data sources ................................................................................................... 9 Acknowledgements...................................................................................................... 9 Headline Figures .......................................................................................................... 1 Part 1: The Tourism Context ....................................................................................... 2 Visitors to Ipswich ........................................................................................................ 2 Origin of visitors to Ipswich........................................................................................ 9 Spend per visitor in Ipswich ..................................................................................... 11 Spend per visitor to Suffolk ...................................................................................... 11 Visitors to Heritage Locations in Suffolk (within a 25 mile radius) ..................... 12 Visitors to archives ............................................................................................................ 18 Suffolk Coast ...................................................................................................................... 18 Suffolk Tourism .................................................................................................................. 19 Value of Heritage ........................................................................................................ 19 Part 2: Cultural Tourism and Heritage Assets in Ipswich..................................... 21 Visitors to Heritage Locations in Ipswich ............................................................... 21 Culture and Festivals in Ipswich .............................................................................. 24 Cultural visitors to Ipswich ....................................................................................... 25 Additional Heritage Developments for Ipswich ..................................................... 26 HLF Spend in Ipswich and Suffolk ........................................................................... 28 Part 3: Survey and Analysis...................................................................................... 29 Results of Survey ....................................................................................................... 29 Christchurch Mansion ....................................................................................................... 30 The Ipswich Museum ......................................................................................................... 31 The Suffolk Record Office................................................................................................. 32 Economic Impact of Present Heritage Assets in Ipswich..................................... 34 Regeneration and Heritage ....................................................................................... 34 Additional Staff and Volunteers for Heritage Projects in Ipswich ....................... 34 University Students and Benefits for the Local Economy ................................... 35 Possible Projections of Economic Impact of Heritage ......................................... 35 3 Heritage Futures Report on Economic Benefits of Heritage for Ipswich The scenarios ......................................................................................................................... 36 Part 4: KPIs and Recommendations ........................................................................ 37 KPIs .............................................................................................................................. 37 Further Heritage Initiatives ....................................................................................... 38 Further Research ........................................................................................................ 38 Websites ...................................................................................................................... 39 Reports and Strategies .............................................................................................. 40 References .................................................................................................................. 41 4 Heritage Futures Report on Economic Benefits of Heritage for Ipswich Abbreviations CIMS Colchester and Ipswich Museums Service HLF Heritage Lottery Fund IBC Ipswich Borough Council ICS (2014) Ipswich Cultural Sector Report (2014) IVDP (2015) Ipswich Visitor Development Plan (2015) MLA (2008) MLA, Assessment of the contribution of museums, libraries and archives to the visitor economy SCC Suffolk County Council UCS University Campus Suffolk 5 Heritage Futures Report on Economic Benefits of Heritage for Ipswich Project Brief The report will provide evidence for the specific economic impact of the IAM project and the Suffolk County Council Heritage Records Centre (‘The Hold’) on the sub- sectors of the Ipswich business community. It will also consider the wider impact of the two projects on the county and region. The report will be used to support funding applications for the two projects. There are three aspects to the study: a. Desk-based research to assess current information and data sources relevant to the individual heritage facilities and wider tourism economy of Ipswich b. User questionnaires to gather information about spend per visitor to Ipswich Museum, Suffolk Record Office & Christchurch Mansion c. Development of Key Performance Indicators (KPIs) to assist the IBC and SCC development team in monitoring project business environment context The report has been completed in a relatively short timescale to support expected funding application deadlines, and can therefore only provide a limited assessment for projects which are being developed in a complex economic and political context. Introduction In 2015 two major heritage projects were announced for Ipswich. One was for the redevelopment of the Ipswich Museum, the I-AM Project. The second was moving the Suffolk Record Office to a new location as part of a Heritage Centre for Suffolk. This is to be located on the UCS Ipswich Campus on the Marina. The combined cost of both projects will be in excess of £50 million. This report will bring together some of the available information about the present impact of heritage on Ipswich, it will develop a range of KPIs, and it will present possible projections if income from these two heritage projects. This builds on one of the Ipswich Tourism Strategy Objectives (2004-2010) ‘to position Ipswich as one of the East of England’s leading heritage based tourist destinations, by bring together the developing Ipswich Waterfront and other heritage sites in and around the town’. The Ipswich Central Business Plan (2012-17) notes: “Ipswich must now stand apart from other locations as ‘East Anglia’s Waterfront Town Centre’, creating interest through an interweaving of rich heritage with ultra modern facilities.” 6 Heritage Futures Report on Economic Benefits of Heritage for Ipswich The Heritage Context for Ipswich The Ipswich Museum and the new Heritage Centre are two elements in a rich heritage offering for Ipswich. There is the major art collection at Christchurch Mansion with a major exhibition space available. The Ipswich Transport Museum houses a significant collection of vehicles and transport material relating to Ipswich. The built heritage of Ipswich is particularly rich from the series of Medieval churches, the half-timbered housing of the centre of Ipswich, the Unitarian chapel, and the Willis Building by Norman Foster. The town has 602 Listed Buildings; 10 scheduled monuments; 14 conservation areas and; 3 registered parks, gardens and cemeteries. The maritime heritage of Ipswich and the river Orwell is represented by the ‘Victor’ cruises and the ‘Orwell Lady’ river cruises. The Ipswich Visitor Destination Plan (2015) identifies Christchurch Mansion and the Ipswich Museum as ‘notable attractions which are being developed’, and that the town itself has a number of ‘prominent’ heritage features. The plan has noted that Ipswich is weak on a ‘flagship’ attraction in the town