Edinburgh Festivals Impact Study Final Report Contents 4.2 Learning impact: Provide engaging, informal learning Acknowledgements ................................................. 1 experiences .......................................................................................... 28 4.2.1 Improving knowledge and engagement with the subject 1. Report Summary....................................................2 or cultural form .....................................................................................28 2. Introduction ........................................................... 7 4.2.2 Improving personal development and 'non-cognitive' skills........................................................................................................ 31 2.1 Background ....................................................................................... 7 Summary and conclusions.................................................................32 2.2 Objectives..........................................................................................8 4.3 Cultural impact: Developing the creative, cultural and 3. Methodology .........................................................9 events industries in Edinburgh and Scotland ................................ 34 3.1 Evaluation Framework.....................................................................9 4.3.1 Professional development for participating artists/companies................................................................................34 3.1.1 Scope of impact study................................................................. 9 4.3.2 Supporting Edinburgh's venue infrastructure......................36 3.1.2 Stakeholder mapping................................................................ 10 4.3.3 Supporting the Scottish culture sector in the wider world.36 3.1.3 Existing data collection and previous studies ......................12 4.3.4 Summary and conclusions....................................................... 37 3.1.4 Logic model..................................................................................12 3.1.5 Identification of outcomes ....................................................... 14 5. Wider Festival outcomes .................................. 38 3.1.6 Development of indicators....................................................... 15 5.1 Cultural impact: Develop audiences for culture ...................... 38 3.2 Data collection................................................................................15 5.1.1 Summary and conclusions........................................................39 3.2.1 Festival-specific primary research.......................................... 16 5.2 Placemaking and media impact: Enhance the identity and 3.2.2 Management information......................................................... 19 image of Edinburgh and Scotland....................................................40 5.2.1 Greater pride in the local area..................................................40 4. Core Festival outcomes.................................... 20 5.2.2 Enhanced image of Edinburgh as a visitor destination ...... 41 4.1 Cultural impact: Provide enriching, world class cultural 5.2.3 Promotes an outward looking, positive Scottish national experiences ...........................................................................................22 identity to visitors.................................................................................43 4.1.1 Enjoyment, satisfaction and quality........................................ 22 5.2.4 Generates (inter)national media profile.................................43 4.1.2 Deepening and widening engagement with a cultural 5.2.5 Summary and conclusions .......................................................46 form ........................................................................................................ 24 5.3 Social impact: Support cultural diversity and community 4.1.3 Distinctiveness and innovation............................................... 25 cohesion................................................................................................ 47 4.1.4 Widening access to high quality cultural experiences....... 26 5.3.1 Brings the local community together .....................................48 4.1.5 Summary and conclusions........................................................27 i 5.3.2 Increasing opportunities to meet people from other 5.8.5 Additionality ................................................................................80 backgrounds ........................................................................................ 48 5.8.6 Capturing the base data: direct emissions and waste........80 5.3.3 Better understanding of own and other cultures................. 49 5.8.7 Capturing the base data: indirect emissions and waste..... 81 5.3.4 Increasing quality time together as a family .........................50 5.8.8 Conversion to carbon................................................................82 5.3.5 Summary and conclusions....................................................... 51 5.8.9 Summary and conclusions .......................................................84 5.4 Social impact: Contribute to well-being and quality of life ....52 5.4.1 Summary and conclusions....................................................... 53 6. Sustainability of the Festivals.......................... 85 5.5 Economic impact: Provide routes to employment and skills54 6.1 Achieve a sustainable and diversified portfolio of funding sources .................................................................................................. 86 5.5.1 Personal development.............................................................. 54 6.2 Innovate in product development.............................................. 87 5.5.2 Improved transferable skills..................................................... 54 6.3 Actively engage with audiences and communities................ 87 5.5.3 Widen social networks and contacts......................................57 6.4 Develop sustainable human resources .................................... 88 5.5.4 Summary and conclusions....................................................... 58 6.5 Use fair trade practice in procurement and supply chain 5.6 Economic impact: Support the wider economy in management......................................................................................... 89 Edinburgh and Scotland .....................................................................59 6.6 Measure and reduce waste and energy consumption .......... 89 5.6.1 Overview ......................................................................................60 5.6.2 Audience numbers ....................................................................60 7. Medium to long-term impacts...........................91 5.6.3 Expenditure................................................................................. 62 5.6.4 Determinants of visitor expenditure ...................................... 62 8. Recommendations for repeating the impact assessment ............................................................. 93 5.6.5 Festival organisers’ expenditure ............................................ 69 8.1 Introduction .................................................................................... 93 5.6.6 Multiplier effects ........................................................................ 70 8.2 The evaluation process ................................................................ 93 5.6.7 Overall economic impact of the Edinburgh Festivals......... 70 8.3 Evaluation framework................................................................... 93 5.6.8 Summary and conclusions........................................................73 8.4 Data capture tools ......................................................................... 93 5.7 Provide a marketing platform for sponsors and stakeholders..........................................................................................74 8.5 Survey scope and workplan........................................................ 95 5.7.1 Summary and conclusions ........................................................76 8.6 Data processing and analysis..................................................... 96 5.8 Environmental impact: Resource depletion and climate 8.7 Beyond the Edinburgh Festivals................................................. 96 change.................................................................................................... 77 9. Appendices ......................................................... 98 5.8.1 Introduction..................................................................................77 9.1 Festival descriptions..................................................................... 98 5.8.2 The specific challenge of the Festivals...................................77 9.2 Meltwater News analysis search terms................................... 102 5.8.3 Overall approach.........................................................................77 9.3 Data description ..........................................................................103 5.8.4 The determinants of the Festivals’ environmental impact..78 ii Table of Figures Figure 17. Performers’/delegates’ professional development Figure 1: Festival activities included in the evaluation framework9 outcomes (1=strongly disagree, 5=strongly agree), 2010........... 34 Figure 2. Map of Festival