London 2012 Cultural Olympiad Evaluation Final Report By Dr Beatriz Garcia Head of Research, Institute of Cultural Capital Senior Research Fellow in Sociology, University of Liverpool With Tamsin Cox Head of Policy and Research, DHA 25 April 2013 Evaluation Team Dr Beatriz Garcia, Research Director Tamsin Cox, Lead Research Collaborator Stephen Crone, Research Assistant With specialist support from Kate Rodenhurst, Case Study Research Prof Andy Miah, Digital Media Research Dr Peter Campbell, Philippa Hunter-Jones and James Milton The Institute of Cultural Capital is a strategic collaboration between the University of Liverpool and Liverpool John Moores University 2 Table of contents Table of contents .......................................................................................................................... 2 Figures and Tables ........................................................................................................................ 4 1 Introduction: What is the Cultural Olympiad? ......................................................................... 6 1.1 Research frameworK ..................................................................................................................... 7 1.2 Acronyms and abbreviations ....................................................................................................... 10 1.3 What is the Cultural Olympiad and London 2012 Festival ............................................................ 11 1.4 The Cultural Olympiad in numbers .............................................................................................. 17 2 Raising the bar for cultural programming ............................................................................. 19 2.1 Summary headlines ..................................................................................................................... 19 2.2 Programming strands .................................................................................................................. 22 2.2.1 Cultural Olympiad and London 2012 Festival .............................................................................. 23 2.2.2 Open Weekend ............................................................................................................................ 25 2.2.3 Inspire programme ...................................................................................................................... 27 2.3 Programming scope .................................................................................................................... 31 2.3.1 Project diversity and scale ........................................................................................................... 31 2.3.2 New work and capacity to innovate ............................................................................................ 41 2.3.3 Projects expected to continue ..................................................................................................... 43 2.4 Programming values ................................................................................................................... 44 2.4.1 Inspiring young people and showcasing emerging talent ........................................................... 45 2.4.2 Raising the profile of Deaf and disabled artists ........................................................................... 47 2.4.3 Celebrating iconic and unusual places ......................................................................................... 48 2.4.4 Pop-ups / surprise events ............................................................................................................ 51 2.4.5 Digital innovation ......................................................................................................................... 51 2.4.6 Showcasing the diversity of the UK’s creative industries ............................................................ 54 2.5 Media profile and critical acclaim ................................................................................................ 55 2.5.1 UK Broadcast coverage ................................................................................................................ 55 2.5.2 Online media coverage ................................................................................................................ 56 2.5.3 International press coverage ....................................................................................................... 57 2.5.4 UK press coverage ....................................................................................................................... 58 3 Engaging audiences and communities ................................................................................... 65 3.1 Summary headlines ..................................................................................................................... 65 3.2 Context ....................................................................................................................................... 67 3.3 Public engagement across the programme .................................................................................. 68 3.4 Media coverage .......................................................................................................................... 76 3.5 Who attended and participated .................................................................................................. 77 3.5.1 Demographics .............................................................................................................................. 78 3.5.2 Where audiences came from ....................................................................................................... 83 3.6 Audience and participant experiences ......................................................................................... 86 3.6.1 Audience responses ..................................................................................................................... 86 3.6.2 Delivery organisation/individual responses ................................................................................. 90 3.7 Case studies ................................................................................................................................ 93 3.7.1 Children and young people .......................................................................................................... 93 3.7.2 Skills development ....................................................................................................................... 97 3.7.3 Engaging disabled participants .................................................................................................... 98 3.8 Audiences and participants: current and future engagement ...................................................... 99 3.8.1 Current interest and engagement ............................................................................................... 99 3.8.2 Future engagement ................................................................................................................... 102 Institute of Cultural Capital, London 2012 Cultural Olympiad Evaluation (25 April 2013) 3 4 Tourism development ........................................................................................................ 108 4.1 Summary headlines ................................................................................................................... 108 4.2 Tourism ..................................................................................................................................... 109 4.2.1 Context ...................................................................................................................................... 109 4.2.2 Tourism and the Cultural Olympiad programme ....................................................................... 110 4.3 International Tourism ............................................................................................................... 111 4.3.1 International Tourism in 2012 ................................................................................................... 111 4.3.2 International Tourism and the Cultural Olympiad ..................................................................... 113 4.4 Domestic Tourism ..................................................................................................................... 123 4.4.1 Domestic Tourism in 2012 ......................................................................................................... 123 4.4.2 Domestic Tourism and the Cultural Olympiad ........................................................................... 123 4.5 Attractions and Hotels .............................................................................................................. 129 4.6 Tourism Case Studies ................................................................................................................ 130 4.6.1 CORE, Ironbridge Gorge ............................................................................................................. 130 4.6.2 Connecting Light, Hadrian Wall ................................................................................................. 131 4.6.3 Lakes Alive, Cumbria .................................................................................................................. 132 4.7 Tourism in the longer term .......................................................................................................