Making a Difference The economic and social impact of National Museums Liverpool Over the years we at National Museums Liverpool have produced three reports on the impact we have in the City Region and the North West. We do this because it is all too easy to overlook the very real economic and social benefits of cultural activity. At a time of diminishing public funding it is crucial that these benefits are spelled out clearly. Foreword In 2012 we produced a document entitled Changing In 2017 we are looking forward to celebrating the Dr David Fleming OBE, Director, Lives. In 2013 we produced The Power of Museums. 10th birthday of the International Slavery Museum, National Museums Liverpool Both reports demonstrated NML’s strong contribution which will be a launch pad for future developments to the visitor economy and demonstrated our impact and an expansion of this important human rights hub. on the groups and communities we work with. If you are interested in the work of National Museums This report shows that we have quadrupled our Liverpool do please get in touch – I hope we can find visitor numbers since 2000. We contribute £53m ways to work together. and more than 1,200 jobs to the local economy. The boost we deliver to our local audience’s wellbeing could be worth as much as £130m per year. We are Contents strong partners in the museum sector and beyond, sharing our skills, loaning objects from the collections Foreword 3 and launching joint projects. And above all, we play Our reach 4 an invaluable role for schools - attracting 77% more Our economic contribution 8 schoolchildren than we did in 2004. Our social impact 12 Coming soon to National Museums Liverpool we Our education work 15 have an exciting programme, including in 2018 an Campaigning and social justice 18 exhibition which brings the Terracotta Warriors to Partnerships and support 20 World Museum and the 60th anniversary of the John Moores Painting Prize at the Walker Art Gallery. International advocacy 24 Meanwhile, we continue to develop our museums and galleries to improve the experience for all visitors. 2 3 Where we work Annual visitor numbers National Museums Liverpool is unique: In 2015/16 there were 2.8m visits to National Museums Liverpool’s the only national museum service in museums and galleries. This is approximately the same number of visits 360% England based entirely outside London. made to all UK music festivals in 2014 and our annual visits could fill the increase Anfield or Goodison Park stadiums 50 times over. Our We safeguard some of the world’s Visitor numbers have greatest museum collections and quadrupled since the reach operate nationally and internationally. year 2000. 3,500,000 We are the largest cultural organisation in the North Walker Seized! West of England and are firmly embedded in the Art Gallery opens Liverpool City Region, an area that has experienced 3,000,000 reopens a renaissance in recent decades, with culture an important driver of this growth. Liverpool is now the fifth most visited city in the UK, attracting around 56 2,500,000 World million visitors per year. Museum reopens The City Region continues to face economic and 2,000,000 social challenges, which have been brought into Capital sharper focus by the recession and public sector cuts. of Culture The economy lags behind other city regions 1,500,000 Year 2008 Museum of Liverpool and deprivation in some areas impacts on health, opens wellbeing and educational attainment. 1,000,000 However, this is a region with great ambition Int. Slavery Museum and optimism for the future and there are real 500,000 opens opportunities from Liverpool City Region Devolution and the Northern Powerhouse. National Museums Liverpool is uniquely placed to serve our local 0 communities and our work is designed to address these challenges and opportunities. 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14 2014/15 2015/16 4 5 Visitors came from: Our wide reach 2% Our museums provide a very important service for Overseas 14% Our museums and galleries have a wide 8% local residents. We attracted almost a million visits reach across the UK and internationally. from Liverpool City Region residents in 2015/16 (more 86% of visits in 2015/16 were made by than a third of our visits), coming from all districts. UK 35% UK residents. Our museums welcomed Our museums encourage local residents to come 34% back again and again. 67% of people who live in the 9% 400,000 visits from overseas, making Liverpool City Region visit our museums more than a strong contribution to the Liverpool once per year. Northwest 16% City Region visitor economy, which had We have visitors of all ages, and provide an important 601,000 overseas visitors in 2015. service for older members of our community. In Liverpool City Region 35% For 40% of our visitors, coming to one 2015/16, 27% of visitors were over the age of 65. We also have many older volunteers, more than half of of our museums was the main reason whom are over 65 years old. for their trip to Liverpool. Visitors Museum of Liverpool/ Our investment in community engagement means we Piermaster’s House attract a much higher number of visits from people from lower socio-economic groups compared with 2015/16 other national museums. In 2010/11 28% of National 23% World Museum Museums Liverpool’s visits came from those in less advantaged groups (NS-SEC 5-8).1 Maritime Museum/Seized! /International Slavery Museum We also have a significant and rapidly growing digital 7% reach. In 2015/16, our website had 2.1 million visits. increase in Our Facebook and Twitter audience has grown by Walker Art Gallery 30% in the last year. Our following is mainly UK-based visitor numbers but extends internationally. For example, more than a third of followers of the International Slavery Museum in the last financial year, despite 24% are based overseas, as are 28% of the Museum of Lady Lever Art Gallery recent cuts to our central Liverpool’s followers. Government grant. Sudley House 6 1 The last available data point from DCMS Sponsored Museums: Performance Indicators 7 As a large, nationally-funded Spend with organisation comprising major visitor suppliers attractions, we contribute £53m to the local economy.2 £5m to £6m £1m to £5m We directly support 470 jobs, in a range of occupations.3 We also have an active volunteer £800,000 to £1m programme, with 160 volunteers contributing to all £140,000 to £800,000 areas of the organisation. 90% of our staff live in the Liverpool City Region. £30,000 to £140,000 £0 to £30,000 In 2015/16 we spent more than £10 million on UK-based suppliers, of which over £3m was spent in Liverpool City Region and over £5m in the North West. This expenditure, along with that of our staff, supports economic activity with direct suppliers and further down the supply chain through multiplier effects. We estimate that through our direct contribution, our expenditure on suppliers and the expenditure of our staff, we support 550 jobs and £25m in Gross Value Added (GVA) in Liverpool City Region, Our rising to a total of 670 jobs and £30m in GVA in the economic North West. contribution 2 Figures are rounded. This research uses Gross Value Added (GVA) as the measure of economic value, to enable comparison with the Liverpool City Region’s targets for growth. GVA is the key measure of the value of goods and services produced in an area, industry or sector of the economy. It is measured as the value of turnover/ revenue, less the value of bought in goods and services. The GVA form of measurement follows HM Government guidelines. 3 Jobs are represented as Full Time Equivalents (FTEs). 8 9 Economic contribution in the Liverpool City Our role in Region and the North West attracting visitors Jobs GVA (£m) (FTE) Alongside the visits we receive from residents, 1.5 million trips were made Direct 470 20 to National Museums Liverpool from Indirect 30 2 outside Liverpool City Region in Induced employee spending 50 3 2015/16, of which around 40% were Visitor economy (LCR) 470 17 Case study: mainly for the purpose of visiting our Total economic 1,020 42 museums and galleries. contribution (LCR) Brew Tea Company Rest of North West indirect 120 5 The visits generate significant amounts of and induced contribution “Brew Tea Company started in 2012 with two people and one stockist expenditure for the Liverpool City Region visitor Rest of North West visitor - that stockist was National Museums Liverpool. Since then we’ve 70 6 economy and beyond. After accounting for economy contribution developed an invaluable relationship with them. The feedback we’ve expenditure within the museums themselves, Total economic received from the teams at all venues has benefited our business 1,210 53 visitors to National Museums Liverpool brought contribution North West immeasurably, allowing us to streamline and improve our product additional expenditure in 2015/16 which offering to mutual benefit. benefited a variety of sectors including hotels, bars, restaurants, shops and so on. When our business started out, the market for premium tea was small, and trusting supply to an independent start-up was a bold move for any This expenditure supports economic activity buyer. That we could count National Museums Liverpool as one of our within the visitor economy and beyond through stockists gave us valuable credibility at a vital time.