Report on The Wool House Project and proposal for its continuation November 2013 “element arts is an organisation you would want to invent if it didn't exist. The combination of engaging with communities, providing support and networks for artists and producing work which responds to the rich social and built environment in Southampton is a good fit for the time of change and development in the city at the moment”. Adam Ghent – Relationship Manager, Combined Arts, Arts Council England SW (October 2013) Report on the success of The Wool House Project and a proposal for its continuation Contents of this report 1. Executive summary 2. Background 3. element arts vision for The Wool House Project 4. Who we are 5. What we did 6. What the Wool House has become 7. Outcomes and results 8. What we've learnt 9. Benefits to Southampton City Council and other stakeholders 10. Our proposal 11. Conclusion Appendices 1. element arts team credentials 2. The Wool House Project Advisory Board 3. Events and workshops held at The Wool House Project 4. Comments from the visitors’ book 5. Volunteer and Head teacher comments 6. Photos from The Wool House Project 7. Promotional collateral for events held at the Wool House 8. Links 9. Contact details The Wool House Project 2013 1 1. Executive Summary “Although I have been to this building many times, it is only now that I can see its glory.”* (*Quotes in italics are taken from the comments book at the Wool House and from conversations with attendees) This is a summary of the success of The Wool House Project 2013 and a proposal to Southampton City Council to continue its use as an arts space and thus support the council in some of its key strategic objectives. a) Background element arts approached Southampton City Council on 24 March 2013 with a proposal to re-open the Wool House (which had been closed for two years) on a temporary basis to make it publically accessible and to add to the spectrum of arts and cultural activities and opportunities available in Southampton. Thanks go to Southampton City Council for enabling this empty building to be made accessible to the public and artists and for the project to flourish. element arts’ vision was to provide a vibrant, welcoming space for the general public, tourists, local community and artists alike and to celebrate the Wool House’s historical significance to Southampton and the city’s connections with Europe, stretching back to the fourteenth century. element arts are a new creative enterprise made up of a team of arts professionals with over 100 years collective experience in the arts. b) Outcomes and results The Wool House Project ran from 28th June to 24th November 2013 as an entirely self-funding and a not for profit venture. An independent review of the accounts for the period shows An upward trajectory for its income streams, visitor numbers and digital media reach Good financial control and financial viability covering full commercial rates (£4,229.97), all utilities and running costs. The Wool House Project 2013 2 The reopening of the Wool House as a cultural and arts centre has been a great success by a number of measures (Please note: all statistics are up to end of October 2013) More than 10,000 visitors (an average of 137 visitors per day) from a diverse and well-balanced range of age, social class and ethnicity. including Southampton residents as well as tourists and day visitors Daily average compares well with SeaCity Museum (estimate 397/day from online sources) and Tudor House Museum (125/day) 30% repeat visitors for events some coming from as far away as Brighton, Chichester and Basingstoke The diversity of visitors – 12% over the age of 60, 13% under age 18. There was a great ethnic diversity in visitors and artists alike Over 200 small to medium enterprises have benefited 965 workshop/event participants / 200 visual artists / over 200 workshop facilitators/performers Excellent demonstration of partnership working with arts and educational organisations including Solent University (Tourism, Journalism, Visual Art, Film and Television Departments), Red Hot Press, Unit 11, Apples and Snakes, Nuffield Theatre, City College (photography and design courses), Headway, Day Centre Services, St John’s Primary School, City Eye, Black History Month Positive response on social media (with only a very minimal marketing budget and capacity to distribute and share information) – 844 likes on Facebook (this bears comparison with Tudor House which, at the time of writing, has 893 likes, City Art Gallery (919 likes) and Sea City Museum (1308 likes) c) What the Wool House Project created: The waterside ‘go-to’ cultural destination for tourists and the people of the city A regular meeting place for artists, general public and local residents A building of character welcoming back friends who have loved it for years and people who are discovering it –and also therefore the Old Town- for the first time An informal tourist information centre, stocking leaflets, advising visitors of, and directing them to other cultural venues they can visit - Tudor House, Southampton Art Gallery, SeaCity Museum etc A vibrant buzz of arts and community activity that seems to have tapped into a widespread desire to be part of the preservation and ‘resurrection’ of this special building An addition to the cultural offer of the Old Town and an important part of a ‘cultural renaissance’. The public response to The Wool House Project and the depth and scale of its success has surprised us. The feedback we have received suggests that the re-opening of the Wool House as a resource for residents of Southampton, visitors and tourists has tapped into a genuine desire to create a community around this special building, as well as an appetite for the range of arts projects that we have hosted and curated. The support from volunteers, visitors from English Heritage and The Arts Council, local residents and visitors suggest that there is great enthusiasm for this work to continue and be built upon. “A real tourist attraction. Very inspirational.” The Wool House Project 2013 3 d) Proposal element arts understand that the Wool House has been put out for commercial lease. Notwithstanding this, we would like to propose to continue running the Wool House as a flexible arts and cultural space with a café. Income streams would be Box Office, Art sales, Café and donations as well as public funding grants. This would be a win-win, for Southampton City Council and the community. Benefits to Southampton City Council: Directly supports the Cultural Quarter strategy for regeneration and development of the city. The Wool House is in a key location which means we can help visitors to ‘join up’ the cultural offerings of the City. Put simply, we can send visitors and tourists from the ships up to Above Bar, SeaCity and the Cultural Quarter via Tudor House Directly and indirectly supports the City Council’s Learning and Leisure agenda. It specifically runs projects for school age children and their families; it is a valuable resource for teachers as well as a free destination for school trips. Increases job opportunities and skills development of local people. The Wool House Project provides fantastic potential for volunteering, work experience, apprenticeships and internship opportunities. We anticipate creating approximately 15 jobs including Creative Apprenticeships and Internships Removes financial burden/risk as element arts o have been approached by a prominent local businessman who has offered to financially underwrite the lease o as a not-for-profit venture we would have access to public funding, including, for example, from Building Preservation Trusts, Heritage Lottery Fund and Arts Council funding Promotes community by providing events, exhibitions and activities that bring together different elements of the community in a positive and inclusive atmosphere, embracing all who wish to be involved. Families engage together and learn about their local heritage while being inspired by the exhibits, the music and activities taking place. Is a tangible example of Southampton City Council’s support for community arts and Is a visible manifestation of the Council’s pride in the City’s heritage and its artistic community The Wool House would be in safe hands with element arts as we have demonstrated that we can create a successful arts space. We are currently taking advice on setting up the appropriate legal structure for the organisation and we have formed an Advisory Group made up of professionals from heritage and business to ensure appropriate governance. We would be delighted to answer any questions you have and discuss our proposal in depth with you. Contact details: Email: [email protected] Tel: Sharon Lawless 07748 546643 and Claudia Friend 07981 784225 “Great use of this historical asset. Keep up the good work!!” The Wool House Project 2013 4 2. Background to Project In March 2013 the founders of element arts and experienced arts producers, Sharon Lawless and Claudia Friend put a proposal to Southampton City Council for one of its empty buildings to be used for arts and the community. The Wool House, the former home of the Maritime Museum, had been closed for two years and offered the ideal space and location. The proposal was accepted and a Tenancy at Will Agreement issued in May 2013, Premises licence was applied for and issued. element arts have paid utility bills, full commercial rates and running costs and its tenancy has been on a no-cost basis to the Council. element arts have run the Wool House as a cultural venue since June 2013. “Fantastic, inspirational exhibits in a beautiful building.” (Saffron Waldon) “A fantastic exhibition! It’s great to see the Wool House open again with amazing things inside.” 3.