èt % è JOHN MYERSCOUG G k

CO NFIDENTIA L
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G LA S G O W 1990
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Prepared for Glasgow City Council,
Strathclyde RegionalCounciland
Scottish Enterprise
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A E R ED p
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December199:
4'
9
GJ
o1 R E G IS TER ED oo
VER SIO N
ADDS NO
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* w A TERMARK 90.
JOHN MYERSCOUG %G
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ASSO CIATES IN THE STUDY
System Three Scotland
Ecotec Research and Consulting
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M arket research
Econom ic im pact assessm ent
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SUM M ARY OF THE REPORT
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BACKGROUND
This independentstudy w as com m issionqd by Gl#sgoyv City Council,Stralhçlyde
RegipriàlCopndi
liiid Sc6ttish tnterpriàé. The task ofthisstsdy W#s to mönitor
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GtésjoF'i'
Y:@fasEprble4n Cilk.9fCpltpre. ktpaim Wa!tö irövidp:
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a ytatistièqlpièture ofàttendppc: Mt prts eyenîs #nd a'
ttrpètions;
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arlanalylis vfyhè '1990 marketforGlasgow's cultui'alproqramme;
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an assesàm entofthé econom ic and socialimpactofGlasgow 1990,including
an adcopnt ofdqveloprriqn: in Glatgpw 's culturalseçtor;and
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an iiidiiàtion of'any post-l990 oppùktunitiès arising from the leisons of !he
Yèar,
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The w ork ofthe sludy included:
three specialmarket research surveys carried outby System Three Scolland;
com prehensive surveys ofarls organisatiens and instilutions;and
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an overallasqqssm entofthe econom ic im pactof 1990 by Ecotec Research &
Consultir!g ktd.
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o oncéthepùk'bjadeoiEuropèin ciw ofcultgre 190(i'hadbéehawardvd by.the
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àtèià.ofC'hlli
atj,lpedriy: àrld fjnqpqj fofth: injtittiye èym. prirh#kily ffpm
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.to defnon'itiàtè a new face aà â turopiari:ùkt-i
ndustrialcitv gèaf
'ed to
kkvwth gn8 a'çbrhmittmefitto usihg tile arls àsa nip'ahs bf com M uni4aiiii; its
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rénàisdance..
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Glqsgow Cjty Couqçilahd'Str#thclyde Rqji:nalCounqildecided to a'
doètali aIIi
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pppr
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Ci
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of
Cul
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zmont
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This 'cpntraït/ W itj prjviùu! Euföpeap Cities of Cultgie which h'ad dévidéd
izntqnt?à'-ted pr
'bgrirdiet'ofa'
rtssfesiiviiéy'
infs.
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ln additièn to the regular activity unddrtakeli by.Glasgow 't established #qq
inàtitgtidhs'bndbrgahisitioni,i'substa'
ntialprbgramfiiéwa4pfpyiiqdby çqh, jràllfe
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initiytèd ptèmotions,independentprojecls and'suppoq to the Fork ofthe Main
institqtièns. A ringe ofiniilativeé p'vr.fvrided in ihe fields i)feduèatiop,söijal
W 9fk, dOm f
T)tlnit9 #Vérl!S #nd Cè
.!eb'
rà1iOn#. .ManY :genCiéS and OFgàni$ïil9'
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wefe galvanised iritp delivering ûrtjectdforthe Yvar.
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Revenu'e supportfpr!hè CityofCulturetotalléd f32.7 Millton,rhainly providqd by
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the two responsiblelocalauthordties prpqrpmying accoqntèi fpr:26.8 million
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adm inistra:ion (Eo.9 m illion).
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includingcomrhunityevents/cèlebratl
:ons(E5 1 Milllùn)and yocialwör.
k/ejuçàtièn
(E3.7 rhillionà. Uther areas of spend were mark4ting (64.9 million) #nd
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OUTCOM ES
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(a)
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Svstem rboost
The Year delivered a major boost Io Glasgow's cplturalsystem. The much
expaqdjd tide of activity (e.g.thealre/concert pedormapces 32 per cent m ore
than in'1989hneitherengulfed the system norharmeà qxistiqg institutiens.
o Tty pt
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ic fqJdporidtj'with a40 perèjntjump in'?itprldanceptlhyalrqq,h#lls,
njuqèuip ar
i jalltàies,i'
jiirig ftof'
h 4,7 milliop in*1à89
'tù.d.f inil
iior!.iil
'1990
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Addini. !?
7 niiikitfàj'tzkts dlàsgiW 1b90.
pqctiçipaliuhtot.a miliibn.'
thepubiièfprGlasgbwrsclfùrrierdialèhiq
'iiainfnent
(cineMa'andpot.andg
.öikcqncerlàlwàsestimaled ay3.7million.ifijjjg.
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(b)
More accr<s ahd interest
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The m:rhepîum gqherated in !he Yeqraçhieved >iqpifiqantdevqlopments in Ioqal
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attendincé. Prpititiioridofrèsidtntsctjtreritlk aitehding (keàch )increased in
alladfoims,takingdlàlqùw aboyedrltistiaveragàs.lncreaiesin*teyïhwranqed
from 10 percentage points forpla#s !(?2 points forppera.
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The Year of Culture program m e touched'!he livjs of four out of five #dult
residints in the règion. Some 5% percent w'ent to the th4atre or a concer'
tat
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Ieastonde in îhe Year;61 percentvisited a museum/gallery.
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The m ain extensions pf mreach' during 1990 p ere achieved by renewed
atlendance op the pan pfrejidents Myhoye active ihteresthad previously Iaps4d,
Firyt-iimeattqnderiàccbunted'
forbetWeen 2percentimuseuls)and ï9percent
(dance)gfthé public.
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Theré wtre succedsfulbxpmplesofj/ecifiç ihitiativesto develop inierestamong
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targetted qöçial'groups. eNeijhbourh6odekentsëreaçhed 10 perceni'ofadults
yvho pi'tei!ded'no'tping eIse.
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(c)
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AIl jectèrs of the market expanded in 1990, but there was a swing in
cbmposjjion frpm re#identà tp viqitor>. Tqurist visiys tp ai'
ts èvents and
ai'
ir:(iiï6fitwere81)qrçeniaàovethi.lbvplfo'àthétasiprq#louslymèaàpredfèit'
(10861.Dayvi4itoradmissionstoartsevents/attràcti:nsweàe89 percènthigher
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M arke! develoonient
thàn in 1986.
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R#siçlentattehdance rose by 31 percent, The Glalqow City incr:aà: of52 per
èénlcontrastèd wilh the Weakerresponse ofQuterGladgow (the nine contiguoti,
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districtcùbncila/eashwith a6 percentrise.
The spending on centrally-initiated piojects and qulturalspeçtaculqrs made an
impact moslly on the rejident mafket within the rejion. The visitor rharket
resppnd'
ed more to the work ofîhe ékiqting iqjtitutipns (man
'y with enhanced
proprammeshand the promotionalcamiaign.
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wasamyjti?actiekémept;yhry drew asigriificantpublic,despilithe inevilably
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rushed progrqm m ing.
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The Glasgow RoyalCoqcertHallhad a majorimpaçton Ioçalpudiencjs,Ahich
r:spofjded Feneroksly tt
? the opehing?!he Fenovatiön o'
fthq M çLellpn Gàlleries
(d)
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Tourism develoom enî
Glpsgow 1990 exppnded !he regipn's tourism kase, W hiIst museum s and
allqiies rjmyiped the ipaih.toua
rist atlrqctiùr!,lhè?îrel/cpnter'
ts eytabliàhed a
visitpfb'
aseiàthetöur'
id!màrylt. X pdglijltjlèfactbàin*19à:,louristsé'
veràged
10 pèrcent(?ftheMtre/j(?ncjd atlen''danieif?1.ù90. .
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' .ài à''tztti'
iistdeitinalion'përe develo:éd during
199 : An'eàiimaled :$55j:90 tti
ps ink6y. atlqpjpncé jt an a#4 event/
jttraction. tjvers4asm?riéisiètounteàfoi'3: perèehiofùlasièw 1d90 trips.
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éome 7: perceptofI
iciri-èpèi
,ish ipë?'kini i99o töu/làtsWere first-timersin
Glasgow .
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The dphiestiç rhatk4'twas 57 Iercettt repeat business, and over half w ere on
' were conce
prrqtqd in prime market areas/ socially
s.hott breaks; 1990 tpuriqts
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(ABC1s)andgeoér'
aphicalIk (jondon& thebduthEàst). '
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dom estic tourists indicating an intention to return to Glasgow .
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Glasgow 1990 dem onstrated lhatthe City @ asa culturaldeslination wilh tourism
pùtential,especially in the qhortrbrq#ks m arket.
(eà Ccohbhhic im iact
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Consumer responses tp the deqtipation improved during 1990. Significant
tourism prospecîs were confirmed by the YeàroiCulture with 74 percen: of
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The initlative geherated a positive rieteconomié rélurn to the regionaleconomy
of E'
10.'
3-i4.1 rhiiliùn. Ektfà ènipioyment afising .from Glaàgow 1990 was
estimatè: at5.3d0 -5,58t person
' yqarl. Grpstpubl
' içsedtorcostperjob was
càlculated at 6/,286 which Eoëpares favourably Wllh estimétés in other
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inltiatives.
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asiju/
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9Q Ijveiedéiivatèseciorjupport'forihèàrts. Contributionswere
màd'
by 3
.40-350 businàssès. The privale sector qommitment to arts
evéI
iysIt!tficti
.opqpnd.199Opipjectsw#àvalqedatfb,1millipn,
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o .Tlie cu1!kiralindus'tries tthe #rt.tridq, music induslryzdvyignertradesziilm and
vj8eö. etèkàwtiejgrùwthareq;ui'3.9 percentsinçe1986.Thobgbthdywere
notapriMefoéuso$tf'
ibYearofcuiure,éomesectors(e.g.film)didbenefitfroin
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the initiative.
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o'therim o'acts
Public aqencies had reasons other than iutely employment related ones for
speliiinp on the YearofCulturé. Longefterm impacts ofa Ipss tangible kind
w ere delivered by Glasgow 1990.
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o . Glasgow 1990 substantiaily im proved perceptions of the City at hom e and
abroad. There w as a 15 percentage point increase iq belief tin London & the
South Easl) that Glasgow was prapidly changing for the better'. But there
rem ains scope forfurlherim provem ent.
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Glasgow 1990 w as valued as a backdrop forbusiness. km proved aw areness of
the City athom e and abroad is a posilive business influence.
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The socialwork programm e ofGlasgow 1990 broke new ground in integraling !he
af'ts into a patlern of socialcare. The education program m e,w hich included a
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range ofinnovalive projects,should yield Iong term benefits.
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Residents responded positively to the YearofCultufe.Alm ostallresidents agreed
that the 1990 programm e eimproved !he public image ofGlasgow *. Som e 61
per cen'
tthoughtthe program m e *m ade the City a m ore pleasant place to Iive-.
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There w as little support(16 percent)forthe view thatthe 199O program me was
*only for visitors lo the cily-.W hiIst it w as a strong belief of 22 per cent of
residents that *too m uch public m oney w as spenton the 1990 program m e- the
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m ajority thoughtotherwise.
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reinforced the investments of the 1980s and expanded Glasgow 's ability to
address various opportunities w hich the Year highiighled.
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International contacts w ere expanded and 1he range of visiting perform ances/
exhibilions seems Iikely to have m ade an im pression on a generation ofSconish
artisls.
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Som e smallerpedorm ing ansorganisations were galvanised by the Yearand m ost
of!he an galleries and m useum s in Glasgow City had a vel'y aclive 1990. There
w ere im pocant developm ents in the scale and significance of tem porary
exhibitions presented during the Year.
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ln the majorinstitulions,whilstartislic opportunities were created which would
not have been possible in a norm alyear,the m om entum oftheir w ork w ent on
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The increasing num bers of individualartists (in the visualarts, etc.) based in
Glasgow indicated Glasgow 'sgrow ing role as a 'creative cenlrep. Extra creative
opportunities w ere provided by the Year of Culture. New com m issions w ere
arranged,including a smalllegacy ofpublic artprojects.
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The capacity ofthe culturalsectorw as expanded by 1he initiative.The Iegacy of
capitalprojects(the Mct-ellan Galleriesand the Glasgow RoyalConcertHall,etc.)
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Culturalim oact
rnuch as usual.
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Tram w ay proved its w och as an internationalvenue forthe visualand pedorm ed
arts. Glasgow gained experience in prom oting dpecialartsevents and anractions.
including culturalspectaculars.
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The Year w as Ogood for pop m usic and young people*,especially the Big Day
prom otion,which w as the m os!cited highlightforresidenls (mentioned by 12 per
cent ofadults).
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O PPORTUNITIES
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Dèkqlupmept.successes bf Glasgow 1990 included '
m'arket irowth..increased
mproved p'
erèvpttqfi! ofthj Ctly. Th: natute offuture
acqèsà !ö the arti and i
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opj.
ùrtunitieshiùhlijhtedbythtYeqrmépnsthalpctionFillbeneededtomàiiitain
themomerptt)m anàcapltaIiseonth4g$insm#dedurir!p1990.
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The study djfines a numbergfare#s ofopporîpnity which willrequirp sustained
effort:
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a orodràm me ùfmarkéide'véloottient:to build on the oppocupity creatbd b'y
':3gjo'
.ànil
iot#.fsl
he'prà
ij4flajéntdempnd;
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àdi
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ùéèiàlly in !he '
qhèrtbreaks rii;a/k:i) àind
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Gapitglià, ot-lth
.ebialciForkqlreadydoneinachieving highmarketiwareness
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'forthe
7 City;
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Glasgow 19ao drew atîentipn to existing achievem ents in the European contec .
extend 'actistic ppportunities for'Glasgow 's m ain institutions.
None of the
opionuhities'definèd in !he siudy wiilbe iffectively addressed Without firm
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Therepof'tsuggestqitisno@ nyçes.arktoreturnto bulldingthecreitivebaseand
establis: aphasepfajsetdeveloirhenî. Itptoposes 'targeued investmehts*to
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culiu'
ràllriàustiiet:toaddresstiissektorofopportuhitkbvbuildingonekiqting
iraiqirig sirenjthsand buàinéti resources&t$séèuréGiasjowrsposlxion asthe
bx'sp'rincijalcutiufallhéustry'centrè outside Londonk
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resolve to nurture the creative resources ofthe City.
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ment
Glà#gow'. Yeprq!cuilpre 6ps'cpncjiypd ap b0th a çvlebràtion of#chipvji
.
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àrqdphfk'
égt
iiqeli
a.'
de
'.rrilistBritishciti
,vll
,u
.ptrivnt.Moreihàn
.is,Gl
.aàgoW'
.hasu.sed
the ar4àto itrénithen andèomnitlhitate itsrpgerieralion, T e iositiveouyome
ofùlaàkciW ij90 inàj crùated furthéioppètitiliitids forthe Clty to àddreàà in
.
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ntjrskiifi? its chosen future as one ofthe GrèàiCities oflurope.
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CONTENTS
Page
SUM M ARY OF REPORT
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lntroduction
Shape ofthe event
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(a)
Objectives of1990
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(b)
(c)
(d)
Nature ofthe event
InstitutionaIfram ework
Specialprogram m ing
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(e)
Capitalprojects
8
1C
11
13
16
(f)
(g)
Longerterm deveIopm ent
Sum m ary
17
17
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Funding G lasgow 199O
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4
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Capitalprojec:s
(b1
(c)
(d1
(e)
(f)
(g)
ReguIarrevenue
City ofCulture revenue supporl
M ain ar'
ts programme
Otherprogram m es
Private sectorsupport
Sum m ary
5
19
21
24
26
31
35
42
Events and attendance
(a)
(bh
(c
(d)
(e)
(f)
(g)
(h)
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(a)
Num berofevents
Attendance
M useum s,galleries,exhibitions
Theatres,halls,ensem bles
1990 extra auendance
Seasona1factors
Broad attendance
Sum mary
45
53
55
57
62
63
65
66
M arketforGlasgow 1990
(a)
(b)
(c)
(d)
(e)
(f)
M arket profile
M arketdevelopm ent
Season
M arket profiles by institutions
Sources ofnew business
Sum m ary
69
70
72
73
79
80
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#
6
(a)
(b)
(c)
(d)
(e)
(f)
(g)
(h)
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ta)
(b)
(c)
(d)
(e)
(f)
(g)
(h)
(i)
Vîsitofm arkets
Day visitors
Tourism slralegy
Glasgow 199O 'ourists
Tourism patterns
Reactions and m arket potential
Generalsum m ertourism
M arketing cam paign
Tourism context
(j)
Trade
(k)
Sum m ary
A PPENDICES
82
83
84
89
96
98
102
1O7
109
111
1:4
116
123
127
130
136
137
139
143
Culturalseclor
Structure ofsector
Events and attractions
CuIturalindustries
A rtists
Growth in sector
Sum mary
146
146
150
155
156
157
Im pacts ofGlasgow 199O
(a1
(b)
(ch
(d)
(e)
(f)
(g)
Econom ic im pact ofGlasgow 199O
Econom ic costs ofGlasgow 199O
Exlernalperceptions ofGlasgow
Business im pact
City's im age ofitself
Creative perspective
Culturalindustries
(hh
Summ ary
159
171
174
179
182
185
190
192
Oulcom es and opportunities
ta)
(b)
(c1
(d)
(e1
(f)
(g)
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geacb ofG lasgow 199O
SociaIfactors
Artform detail
Extended reach
Participation
Reactions of residenls to event
M arket
Sum m ary
Visitors to Glasgow
(a)
(b)
(cj
(d)
(e)
(f)
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Response ofGlasgow residents
Otltc/mes
Opportunities
Sustaining market development
Culturaltourism
CulturaIindustries
Culturalinvestm ent
Conclusion
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201
202
2C8
211
211
215
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INTRODUCTION
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(i)
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Term s ofreference
In M ay 1990,the City ofGlasgow ,in partnership w ith Stralhclyde RegionalCouncil
and the then Scottish Developm ent Agency, com m issioned John M yerscough lo
carry outa m onitoring studs on Glasgow 1990.
The study w as asked to provide:
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a statistical picture of attendance at events and attractions, including
indications ofem erging trends;
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an analysis ofthe 1990 m arketforGlasgow 's culturalevents and attractions
(residents,day visitors and tourists),including aw arepess and perceptions of
w hat w as available;
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an assessm ent of the econom ic .and social im pact of 1990, its econom ic
contribution to the region (e.g.extrajobs)and otherperceived benefits;
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an accountofG Iasgow 's culturaIsector (incIuding the cuIturalindustries and
commercialenterlainment),its size structure,marketand trajectory;and
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an indication of post-1990 opportunities,and of the appropriate issues and
m easures to be addressed,including tthose retating to cutturalindustries,artsled tourism and the prom otion ofthe Glasgow region.
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1,3
The aim of the study w as to provide an independent appraisa, of the effects of
Glasgow 1990. The prom oters of!he eventw ished to have available basic data on
attendance at culturalevents and attractions as a m easure of the success of the
Year. They also w ished to assess the event in term s of its direct and indirect
econom ic conlribution to the region,including any boost to the culturalindustries
and benefits provided forthe Glasgow public,
1.4
lt w as recognised lha: any lessons to be Iearnt from Glasgow 1990 could have a
bearing on future policies tow ardsthe arts/tourism and the continuing prom otion of
the Glasgow region and thatîhe eventcould signala range ofrelevantopportunities
forthe 1990s.
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(ii) Backnround
1.5
Glasgow 's nom ination as European City ofCulture w as announced by the M inister
forthe Arts in October 1986. Atthat tim e,previous holders ofthe title had been
Athens (1985) and Florence (1986), and others w hich would bear îhe title,
Amsterdam (1987),Berlin (1988)and Paris (1989),had already been nom inated.
1.6
Glasgow won the UK nom ination in com petition w ith eightshorl-listed rivals, The
City had been able to show lhat it:
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an assessm ent of the additiona1 direct sper)dink/ w ithin the IocaI
economy generated b'
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/ Glasgow 199Q, and i!s ne: im pact on locat
em pIoym ent;
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the scaIe and nature ofany m ore enduring im pacts;
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diseconom ies created by Glasgow 1990)and
a sum m ary assessm ent of*value form oneyn in term s ofits econom ic
im pact.
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(iv) M ethods ofstudv
(a)
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1.12
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M arket research
Three specialm arketsurveysw ere carried outby System Three Scotland, as follow s:
residents of Glasgow region;
hoIiday visitors !o G Iasgow ;and
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attenders at events and attractions.
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The residents survey w as used to establish firm data on the social reach of,
participation in and response to Glasgow 1990. The fieldw ork w as carried ou'
t
betw een 11 and 28 January 1991. A totalof 796 interview s w ere com pleted in
hom es. To ensure that the sam ple w as as representative of the region's adult
population as possible,a sam ple fram ew ork w as provided by CACILim ited using
#
#
census informalion in conjunction with Postcode Address File (PAF). Over 50
sam pling points w ilhin the region w ere selected to reflect the distribution of
population and neighbourhood type. W ithin each sam ple,quotas w ere set forsex,
age and w orking status to replicate the region's population. A copy of the
questionnaire used in 1he survey form s Appendix 1.
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1.14
In orderto establish to w haî exlent holiday visitors to the City'bad been attracted
by the Glasgow 199O initiative, System Three Scotland w ere com m issioned to
undertake a Iim ited num berofinlerviews (275)w ith a sam ple ofvisitors to the City.
Eligible respondents w ere visitors from outw ith the City and the surrounding area
and w ho w ere on holiday visiting the City. lnterview s w ere conducted at various
locations in the City centre, including George Square and Buchanan Street.
Respondents w ere selected on the basis of the next eligible person to pass the
interview eron com pletion ofthe previousinterview .The interview s w ere conducted
in the period 29 A ugustto 12 Septem ber 1990. A copy ofthe questionnaire used
in the survey form s Appendix 2.
1.15
The m arket profile for Glasgow 1990 events and attractions w as ascertained by
surveys carried outata representative sam ple ofvenues and attractions. Exam ples
of the questionnaires used (w hich concentrated on socio-demographic details,
origins,travel/motivation, responses and spending)can be found in Appendix 3.
The field w ork w as undertaken in tw o phases,30 July to 29 Septem ber 1990 and
5 Novem berto 14 Decem ber1990,in orderto take accountofthe differentseasons
ofthe year. The breakdow n ofthe total5,925 interview s betw een the tw o phases
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w ork w as undertaken at the Glasgow RoyalConcert Halland the RoyalScottish
Academ y of M usic and Dram a. These interview s,'
together w ith those for theatre
program mis atthe Third Eye Centre and Tram w ay,were confined to Phase 2.
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At m useum s and galleries the field w ork took the form of exil interview s. For
w eighting purposes,five m inute counls w ere undecaken every hour. At theatres
and concerls/ questionnaires w ere distributed for self com pletion to selected
attenders on arrivalin specified parts of!he house, This process w as professionally
supervised as w as tbe collection ofcom plated questionnaires. ln orderto obtain a
robustestim ate of:he basic com ponents oftheatre/conceq audiences (residents of
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region,day visitors,tourists),calibration counts w ere carried out on audiences as
they arriked. During the tw o phases,these am ounted to 21 counts atnine different
venues,at w hich som e 8,935 contact interview s w ere achfeved.
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Survev ofinstitutions
1.20
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The survey ofGlasgow 's arls organisations and institutions was carried outin tw o
phases. The first phase (initiated 27 July 1990) established base Iine
atlendance/activity data for1989,togetherw ith prelim inary figures on the firslsix
m onths of 1990. The second phase (initiated 19 February :991),completed tI7e
picture on attendance and activities for 1990,as w ellas assem bling inform ation on
em ploym entand finance for1990 asa w hole. Reactions to Glasgow w ere recorded
in both Phases.
1.21
@
In the subsequenî analysis,aII*productIines- w ere w eighted by actualattendance
during 1990. Phase 1 and Phase 2 results of the theatre/concert surveys w ere
w eighted by aîtendance and the calibration counts w ere used to re-w eightthe data
foratlendercom ponents (Ci1y ofGlasgow ,OuterGlasgow ,day visilor,tourist). The
five m inute counts atthe m useum s/galleries w ere used to w eight results by tim e of
day,w eekday and w eekend,and sum m er and w inter. This w as in addition to the
overallw eighting ofeach m useum /gallery Mproductline/ by actualattendance.
Exam ples ofthe'questionnaires used can be found in Appendix 4. The institutions/
organisationscovered in the surveysare listed in Appendix 5. Som e supplem entary
inform ation (including data ffom afew non-respondents)w asobtained-by telephone,
correspondence and from othersources (e.g.published accounts/annualrepons),
Otherinformatfon
1.22
Additionalinform ation cam e from a w ide range ofothersources. Public expenditure
figures were supplied by Glasgow DistriclCouncil,Strathclyde RegionalCounciland
the Scotlish 0ffice. Information on direct prom olion. com m unity events and
celebrations,press and public relations and sponsorship w as supplied by the District
Council. Yhe Region made available malerial on its own programmes. The
sponsorship figures supplied by the Districtw ere cross checked w ith data supplied
directly in the Survey oflnstitutions and w ith inform ation m ade available by ABSA
Scotland. The Festivals Office and GreaterGlasgow Tourist Board w ere heipfulin
inum erable w ays. Tourissinform ation and the resultsofthe Edifnburgh Festivalstudy
w ere supplied by the Scottish TouristBoard. lnformation on differentaspects ofthe
culturalindustries w as generously provided from sectorsources by individuals and
organisations.
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1.25
Structure ofreport
The form at ofthe report is as follow s:
Section 2 describes the shape of the City of Culture event. Section 3 details the
funding of Glasgow 1990, including the role of the private sector. Section 4
exam inesthe levelofprogram m eactivity com pared w ith 1989,including attendance
at events and attractions' Section 5 contains a detailed profile of Glasgow 1990
attenders. Section 6 exam ines the involvem entofGlasgow residents in the Cily of
Culture celebrations and theirresponses to the event. Section 7 analyses the visitor
m arkels (day visitors and tourisls)forGlasgow 1990 and sets this in the contextof
Scottish tourism . Section 8 describes the structure of the cultural sector in
Glasgow , Section 9 conlains Ecotec's detailed assessm entof1he econom ic im pact
ofGlasgow 1990 and considers the Year's added im pacts on otherareas,such as
exîernalperceptions of Glasgow /education, socîalw ork, artistic activity and the
culturalindustries, Section 10 sum m arises the various outcom es and opporlunities
arising from 1he Year.
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to im prove the im age and perception of Glasgow ;this w illinfluence !he
atlractiveness ofGlasgow as a place to live and w ork helging to attract
new business to the City and to m aintain a quaIity w ork force w hich
w ants to rem ain in G lasgow .
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socialobiectives:
to w iden the socialbase ofaudiences forculturalactivities and im prove
#
access;
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to provide increased oppocunities for participation in and understanding
ofculturalac&ivities/w ith an em phasis on groups w hich are oflen ignored
by the m ainstream culturaIinsîitutions;
@
to increase civic pride in Glasgow and in Glasgow 's individualand broadly
based culture by G Iasw egians;
@
to provide entertainm ent.and fun forthe people ofG IaGgow ;and
@
to ensure adequate consideration is given to parlicularproblem s,interests
or needs of special groups, such as the esderly, disabled, children and
youth,orculturalorspcialm inorities.
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StrathcIvde RenionalCounciI
2.4
At the sam e tim e and separately, Strathclyde Regional Counciim ade public its
objectives forparticipating in the City ofCulture and beyond. These objectives,
w hich addressed theRegion'sspecificareasofresponsibility (socialw ork,education,
regionaleconom ic developm ent)reflected a degree ofcongruity w ith a num berof
im portant elem ents in 1he City's form u-lations. M any w ere designed to focus on
eIongerterm * goaIs beyond 1990;
o
generalthem es:
encourage activities aI!round Strathclyde;
discrim inate in favourofdisadvantaged groups;
prom ote participation as w ellas spectating;
recognise that culturalactivity is part ofthe process of urban renew al;
assist in the process ofgenerating change through partnerships;and
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strengthen the base,build upon 1990 investm ent.
Education and SocialW ork Departm entthem es;
enhance the learning experience;
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provide new Iearning opportunities;
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perform ed arls. These 88 organisations,alm ostentirely non-profitoperations,can
be said to constitute the core ofGlasgow 's professionalaf'ts infrastructure.
C,
INSTITUTIONAL FRAM EW ORK
(ii) M useums and oalleries
2.8
ln term s of m useum s and galleries,tbe principalelem ents afe:
Glasgow City Museums and AM Galleries (9 sites): the major fine and
decorative art collections are at the Burrell Collection and Kelvingrove Art
Gallery and M useum (also containing naturalhistoryh;the M useum ofTransport
and Peoples' Palace (local history) are big specialist m useums; the other
attractions are Pollok House (w ith fine Spanish paintings,close to the Burrell),
Hagg's Castle, Provand's L'
ordship and Rutherglen; to these w ere added in
199O the refurbished M ct-ellan Galleries;
ohterIocalauthority m useum s (8 sites):apartfrom Glasgow City Council,6
Iocalauthorities operate m useum s in the Glasgow region; they range from
m odest com m unity m useums (Clydebank, Lochw innoch, Ham ilton) to significant collections in Paisley (18th century Scottish painting, 19th century
French painting,m odern British studio potter'
y)and the Lillie Gallery (19th-2Oth
Scottish); Paisley also operates the Coats Observatory;the Region operated
Heatherbank M useum of SocialW ork and opened Scotland Street Schoolas
a m useum of education during 1990;
independent museum s (1O sites): included w ithin this category are the
Hunterian ArtGallery and M useum operated by the University ofGlasgow ;'
the
Charles Rennie M ackintosh Society displays M ackintosb m aterials and the
Glasgow SchoolofArtopens its greatM ackintosh building lo îhe public;there
are 2 regimentalm useum s (Cameronians and RoyalHighland Fusiliers);the
National Trust runs the Tenem ent House (a display of dom estic Iife); the
independent m useum s of social and econom ic history include Springburn,
Sum m erlee and the David Livingstone Centre;
specialist galleries/studios (12 spaces, including arts centres presenting
exhibitions):the latter are principally the Third Eye Centre,the Glasgow Ar't
Centre and (for1990)Tram way;specialislindependentgalleriesarethe Collins
(partofthe University ofStrathclyde),Com pass 3nd Transmission;within the
Glasgow Schoolof Art, the New berry Gallery operates as a public space;
StreetLevelphotographic gallery has a specialist role;Glasgow has 3 major
groujstudios,Glasgow SculpîureStudios,Glasgow PrintStudio and W ASPS;
the PrintStudio operates a gallew and a retailoutlet;com m ercialgalleries are
enum erated in para.8.8 below .
@
(ii) Theatres,halls.ensem bles
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Glasgow is home to aI1but one of Scotland's nationalperformed ar'ts com panies.
The m ain elem ents in !he City/s perform ed arts fram ew ork are:
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program m e, and the Pearce Institute sim ilarly has recently developed its
professionalprogram m ing;the sm allvenues are the M itchellTheatre (Iike the
@
King's,operated by Glasgow Qity Council;418 seats), the OId Athenaeum
(home ofthe Scotlish Youth Theatre)and the Crawfurd (a!JordanhillCollege;
400 seats) w hich undertakes professionalprogram m ing;the RoyalScot-tish
@
productions;m ention should also be m ade ofthe Glasgow Film Theatre (the
W est ofScotland's only specialistfilm theatre)and ofthe Scottish M ask and
PuppetCentre;!he Scottish BalletStudio Theatre (seating 182)in the Scottish
Academ y Theatre is intended prim arily but not exclusively for student
@
BalletCentre;the Arches Theatre was a 1990 project.pal4 ofthe Glasgow's
Glasgow exhibition;additionally,a large num berofIocalhalls are m anaged by
the City (e.g.W oodside Halls,Govan Tow n Hall,CouperInstitute);
@
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independent dram a/dance com panies: independent com panies based in
Glasgow could notbe fuliy enum erated;the best eslablished include W ildcat
(now based at the Clyde Theatrel; 7.84 Scottish Peoples'Theatre/and Tag
Theatre Com pany; Big Noise w as established for 1990 to specialise in
@
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chi1dren'sprogram m es;GIasgow ln8ependentdance isan association (linked
prom oters,festivals:M ayfestis'the established Iarge generalar'
ts festivalw ilh
a focus on unconventionaland new w orks; the G lasgow lnternationalJazz
Festivaland !he G Iasgow InternationalFolk Festivalare m ore recent in origin;
Glasgow has a range ofaclive m usic prom oters;in addition lo the sm allm usic
clubs, concert series are presented by Glasgow Universiîy and W estbourne
M usic,the Iatterin a range ofunusualvenues;ofthe m usic festivals, M usica
Nova (managed by the RSO) and Paisley Organ Festival are triennial and
biennialevents;Tryst(the feslivalof Scottish tradilionalarts)com pletes the
Iistof established festivals.
*
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D.
SPECIAL PROGHAM M ING
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2.10
Aqs orocram m e
The YearofCuIture supplem entation to G 1asgow 's regu1arcuI1uraIcaIendarfocused
on the follow ing areas:
'
enhanced program m ing forthe m ain institutions:this included extra activities
(e.g.internationalexhibitions atthe Burreli),Iargerscale w ork than usual(e.g.
exceptionalcasting atScottish Opera)and anistic exploration (e.g,tw o tfiple
bills by Scottish Ballet); international seasons, together w ith appropriate
supportprogramm es,took place a'
tthe Theatre Royal(e.t.Five Theatres of
the W orld;InternationatDance Season,Stuttgan Ballet);
promotions and cenlrally-initiated projects: some direct promotion was
undertaken by Glasgow District Council (e.g. visits of the .Bolshoi, Frank
Sinatraand the OrchestrasoftheW orld Series);arangeofvisualarlsprojects
and lhealricalpromotions (as w ellas comm unity and children's events)w ere
realised through the agency of Tram w ay, directly m anaged by the District
Council;centrally-generated profectsunderindependentmanagementincùuded
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community events:extensive program mes ofcomm unity events and profects
related to European City ofCulture took place during the Year;Glasgow City
Councilfunded 354 smallprojectsand severalIargeones (e.g.Glasgow AIlLit
@
Up and The Second Com ing by Tesl Departm ent);sporl w as included in this
widerprogramme and severalmajorevents were mounted during 199O (e.g.
European SpecialOlym pics/European lndoorAlhletics Cham pionships,Youth
O fym piadl;
#
#
celebrations:majorcelebrations (Hogmanays)and free public entertainment
(e.g.the Big Day/Big Noise children's events,Glasgow M ela involving ethnic
m inorities)gave a pattern to the Year;the Hogm anays w ere prom oted by the
Festivals Office; the Big Day w as arranged by an independent consocium
including the localaulhorities,Channel4 and RegularM usic.
@
#
@
piii) M anaoement
2.13
The program m es w ere mostly supported by the tw o Iocalauthorties. The Festivals
Office w as formed in July 1987 as a unit ofthe Glasgow District Council. lttook
responsibility for the District's City of Culture grants program m es and for the
directlv-promoted projects (e.g,the Bolshoivisit). The Festivals Office worked
*
atongside 1he establfshed DistcictCouncilDepactm ents w ith culturalresponsibipities,
such as the M useum s and ArtGalleries Departm ent.1he Libraries Departm ent and
the Halls and Tbeaîres Departm ent. 1ts sm allteam ofprofessionals relied heavily on
voluntary help and the efforts ofindependentorganisations across the City. Various
specialistassignm ents w ere given in specific areas (e.g.visualarts,sport,religion
*
comm unity projects,disability,architecturej. Tramway was Iine managed by the
#
@
Festivals Office.
2.14
@
handled the generic advenising of 1990 which was monilored by a jointgroup of
GDC and SRC, Quarterly brochures, fortnightly new spaper listings and som e
advertising w ere prepared by the Festivals Office. There w as a press and public
relations unit in the Festivals Office. Additionally,the City and the Region each
m ade use oftheirown ptlblic relatîons slaff on 1990 m atlers.
#
#
@
Stralhclyde Regional Council handled its ow n grants schem es through new ly
established procedures. The Region directly adm inistered its education and social
work program mes. Participation in developmentofthe 1990 program m e took place
through direcl liaison w ith the Festivals Office. The Festivals Cffice had '
the
coordinating role forgiving shape to the Year, The GreaterGlasgow Tourist Board
(iv) Involvement ofotheraaencies
2.15
Glasgow 1'990 galvanised many other agencies and organisations into delivering
projectsand programmes for1990. Agencies which became involved included the
#
4
@
Strathclyde Passenger Transport Executive and !he then Scottish Developm ent
Agency. ltshould be said thatsom e oftheirschem es m ighthave occurred w ithout
Gsasgow 1990,perhaps ata differenttim e. This applied particularly to the heritage
field,including such projectsasthe floodlighting ofIisted and commercialbuidlings.
M any events w hich w ere largely unrelated in theirtim ing,organisation orfunding to
the Glasgow celebfations (e.g. Pavarotti's visil,the Rolling Stones concert)w ere
caught up in the m om entum ofthe Year. Severalofthese events w ere am ong the
m ost cherished 1990 occasions and for som e people came to sym bolise the
achievem ents ofthe Year.
#
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F.
LONGER TERM DEVELOPM ENT
(i)
@
2.18
CaDitalschem es
W hilstGlasgow seizedtheopportunityof1990 to makesome majoradditionstothe
City's cultural infrastructure, lhese w ere part of a Ionger term program m e of
developm ent. Since the opening ofthe BurrellCollection in 1983,Glasgow has seen
its M useum ofTransportrehoused and acquired the Glasgow Sculpture Studio and
StreetLevelGallery. Glasgow Print'Studio m oved to new prem ises in 1988. ln the
perform ed arts,the King's Theatre was refurbished (1985)and the RoyalScottish
Academ y ofM usic and Dram a acquired purpose-builtprem ises,w hich included halls
and a theatre. Clyde Theatre w as another new developm ent. The Scouish Youth
@
@
@
Theatre moved from Edinburgh to !he refurbished O1d Athenaeum building. M ajor
im provements w ere carried outto the Citizens'Theatre fnew foyers and backstage
im provem enls), !he Third Eye (extra studio theatre) and the Tron (second
auditorium ). Im provem ents w ere also undeqaken a! the Clyde Theatre and the
@
Pearce Institute.
*
(ii)
@
Prooram m ina and com ;)anies
2.19
The G lasgow lnternationaIJazz FestivaIand the G Iasgow InternationalFolk FestivaI
w ere established as par'
t of a policy to provide program m ing in previously em pty
parts ofthe Year. A new concertprom oter,W estbourne M usic appeared in 1988.
Developm ents are difficult to lrack am ong the independent com panies and
ensem bles. ln this period,am ong otherinitiatives,7.84,the Scottish Ensem ble and
the Scottish Youth Theatre m oved to Glasgow ,the Clasgow Philharm onic Orchestra
w as founded and the Scottish Cham ber Orchestra opened a Glasgow office.
@
G.
SUM M ARY
*
2.20
W hiIstprevious European Cities ofCulture had divised concentrated program m es of
arts festivalevents,both Glasgow DistrictCounciland Strathclyde RegionaiCouncil
decided to adop! an all-encom passing approach over an entire 1z-m onth period.
Glasgow 199O w as conceived as a celebration of culturalachievem ent and as an
exercise in developm ent w ith an eye to Iongerterm targets.
2.21
I'he bedrock of the 1990 program m e w as form ed by the regular activities
undertaken by Glasgow 's established arts instilutions and organisations.
Supplem entation ofthe regularculturalcalendar w as provided by:
*
@
#
*
@
enhanced program m ing forthe m ain institutions;
@
@
centrally-initiated projects and programmes;
1990 com m issions;and
independentgranl-aided projects.
*
#
@
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#
#
#
@
FUNDING GM SGOW 1990
3.1
realised in the contextofGlasgow 1990 and the 'regular*annualspending ofpublic
agencies in support of arts organisations and activities before describing the extra
City of Culture revenue support. Finally, private sector suppoq for the arts in
Glasgow is exam ined in relation to the 1990 program m e.
#
'
*
t
A.
@
#
This section details the funding of Glasgow 1990. It examines capitalprojects
CAPITAL PROJECTS
(i)
3.2
G eneraI
As w as pointed out in Section 2,Glasgow 's yearas European City of Culture w as
made the occasion forrealising a numberofmajorcapitalprojocts in the region.
Spending by Glasgow District Council,Strathclyde Counciland Scotlish Office on
capital schemes totalled som e (43.03 million. This includes Glasgow District
Council's regular capitalprogram m e for m aintaining and enhancing '
the extensive
@
array ofculturalbuildings in its ownership, The main projects were the Glasgow
@
Royal.Concert Hall(E29.4 m illion),the M ct-ellan Galleries.(f5.8 m illionl and !he
Scotland Street School(E1.3 million).
'
@
Figure 1
Expenditure on capitalproieclslby source
@
f thousarld
@
1989/90
@
Glasgow District Councila
Strathclyde RegionalCouncil
Scoîtish Office
#
1990/91
22,478
2/673 b
13/359
2.14 1
25,151
15/500
Total
35,837
4.814
2,378
43,029
Source: Glasgow DistrictCouncil;Strathclyde RegionalCouncil,Scortish Office.
*
Includes maintenance ofculturalbuildings.
1988/89 and 1989/90.
@
(îil RovalConcertHalfand M cl-ellan Galleries
#
@
*
3.3
The Glasgow RoyalConcertHallprojectinvolved the construction ofa new 2,401
seat concert hallin Buchanan Street, Glasgow . lt replaced St. Andrew 's Hall
deslroyed byfire in 1962.The Halloccupiesa strategic site in the heartofthe City,
part of Glasgow ês Kem erging ar'ts and ensertainm ent district,. The schem e w as
partly made possible through cross funding from an adjacent com mercial
developm entw hich willprovide 530,000 sq,ft.ofretailspace. There are also retail
elements in the concerthallbuilding atstreetIevel. The McLellan Galleries projecî
consisted ofthe refurbisbm entofexîsting purpose builtEdw ardian galleries to the
#
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@
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*
@
(iv) Scottish Office
3.6
@
Scottish Developm entAgency capitalcontributions w ere also m ade to floodlighting
ofIisted and com m ercialbuildings and the rehabilitation ofthe arches underCentral
Station. Scottish Office supportincluded schemesfunded '
through Historic Buildings
and M onum ents (now Historic Scotland)'and the Urban Program m e.
(v) How sDecific to 1990
*
3.7
ltis difficultto isolate schem es and funding w hich w ere specific to Glasgow 1990.
Som e of the schemes m ight have been undertaken w ithout the City of Culture
celebrations, perhaps at a differenl tim e. In the econom ic im pact analysis, no
specific allow ance is m ade forconstruction related em ploym ent, In a few cases,!he
tim ing of the program m e w as w holly or partly propelled.by 1990 considerations.
Some of the Strathclyde Regional Council capital program me (e.g. on disabled
facilities)were conceived as City ofCulture schemes.
B.
REGULAR REVENUE SUPPORT
@
*
@
*
(i1
@
3.8
The revenue funding of the City of Culture celebrations needs to be considered
against the background of *regularm revenue support provided by localauthorities
and other public agencies for arts events and attractions in the G lasgow region.
*Regular' spending relates to the longerterm program m es of supporlw hich existed
before 199O and conîinued to suppoc the bedrock ofthe arts programm e during the
YearofCulture.
3.9
Revenue suppoc for arts events and attractions from the localauthorities totalled
some E19.7 million in 1990/91.The m ain providerw as the Glasgow DistrictCouncil
spending E17.4 m illion in 1990/97,up from E14.4 m illion in 1989/90. Strathcylde
RegionalCouncilm ade a sm aller contribution E0.62 m illion in 1989/90 rising to
f0.65 m illion in 1990/91. A further E1.69 m illion revenue support was m ade
available from !w o other localauthority sources,the rem aining district councils in
the Glasgow region (in stlppoc of their own m useum s, etc.). and the COSLArecom m ended contributions to the nationalcom panies based in Glasgow from Iocal
authorities lhroughout Scotland. lt should be noted here that the Scotlish Aqs
Councilcontributed an estim ated E8.9 million to Glasgow -based organisations in
1990/91. Som e E6.8 m illion was to Scouish Opera,Scottish Balletand the Royal
Scotlish Orchestra, Scottish national com panies based in Glasgow serving
Scotland's '
m aîn populatîon centre w itb a rem itforlhe whole country.
@
@
*
*
*
@
Bedrock
@
G lasnow District CounciI
@
The bulk ofthe City's expenditures related to its majorresponsibililies fordirect
@
1990/91. This included E1.057 million spenton aspectsofadm inistration,together
w ith the Candleriggsboxoffice cenlre.and E1.562 m illion on public hallsthroughout
the City. Substantialgrowth in the m useums and galleries budget (from f8.108
@
labour organisations, the m useum s and galleries and halls and theatres in its
ow nership and operation. The halls and theatres expenditure w as 63.822 m illion in
21
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Figure 4
Glasgow DfstrictCouncil;''regular''culturalspending.externalgrants
@
@
Citizens Theàtre
Scottish Youth Theatre
Third Eye Centre
Glasgow Film Theatre
7.84 Theatre Com pany
Scottish Cham berOrchestra
Scottish Opera,Theatre Royal
Scottish NationalOrchestra
Scottish Ballet
Tron Theatre
W ildcat Stage Productions
@
@
@
@
315,900
33,500
96,000
39,375
11,500
277,000
20,000
647,000
300,000
70,150
136,000
37,350
28,000
17,400
197,150
66,000
64,000
137,5C0
40,000
'439,000
118,250
19/0C0
17,857
1,050,000
21,300
526,OOO
2,644,825
3,284,957
11,000
219,000
60,000
50,000
114,000
40,000
449,000
217,500
G lasgow lnternationa1Jazz FestivaI
1q,150
Tag Theatrv Com pany
Glasgow Sculpture Studios
Glasgow RoyalConcert Hall
G1asgow PrintStudio
Other.
@
1990/91
25,900
M ayfest
@
1989/90
@
Source: Glasgow District Council,
@
.' Otherculturalgrants num bered 68 in 1989/90 and 55 in 1990/9 1.
*
(iv) Other1ocaIauthorities
#
#
@
#
3.12
The *regular- spending ofotherIocalauthorilies in the study region w as on a m uch
sm aller scale. Severalof the district councils carried responsibilities for directly
m anaged m useums and operate externalgrantprogram mes. Strathcylde Regional
Cciuncilconcentrated onan externalgrantprogramme forindependentorganlsations
(E619,000 in 1989/90 and E654,000 in 1990/91),including COSLA formula support for nationalcom panies. SRC makes regular grants to the Citizens Theatre,
M ayfestarid theTheatre Royal,aswellasamajorpaymentto the BurrellCollection.
Significant additional financialsupport for îhe arts came through the Education
Departm ent w hich,forexam ple,operated the Glasgow Arts Centre.
*
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: aznôld
#
#
#
#
Figu/e 6
City ofCulture revenue spending:by sourca and purpose
E m illion
*
Glasgow
District
#
#
Program m e
M arketing 1990
Adm inistration,etc.
@
14.72
4.04
0.58
19.34
Strathclyde Scottish
Region
Office
11.75
0.74
0.34
12,83
0.40
0.15
0.55
Total
26,87
4.93
0,92
32.72
.
Source: Glasgow District Council;Strathclyde RegionalCouncil;Scottish Office.
#
@
(ii) Scoîtish Office
3.14'' The Scottish Office gave a major grant (E180,0001 for the Rscolland Creates'
exhibition (involving the NationalM useum s and Galleries)presented atthe M cLellan
Galleries;it also gave a grant to !he Europqan Film Aw ards Cerem ony and a sm all
contribution viathe PrisonsG roup, According to the Scottis'h Office, the Jcottisl
TouristBoard spent f153,000 on Glasgow 199O media promotion. Otherw ise,the
Scottish Office estim atesthaîitsfunded bodiesm adefinancialcontributionslow ards
Glasgow 'syearas European City ofCulture 1990 valued atE169,000 (e.g.National
Youîh Orchestra Scotland,RoyalScottish Academy of M usic and Dram a,Glasgow
ScboolofArt).
@
#
@
1
#
@
#
@
#
(iii) Generalaliocation
3.15
The buik of Cit? of Culture revenue spending w as devoted to progfam m ing. This
accounted forf26.87 m illion ofthe exlra resources. Othersum s w ere allocated to
m arketing (64.93 m illion),and 60.92 m illion wasspenton necessary additionalsîaff
(running the Festivals 0ffice, and extra staff in various Regional Council
departmentsl,and pfninform ation and public relations services.
3.16
lt was a centraltenet of Glasgow 's approach to tbe City of Culture that funded
activities should be broaderin range than arts program m ing. ln fact,the lattertook
the Iargest share of localauthority expenditure at E18.08 million. The other m ain
areas w ere com munity events and celebrations (E5.1 m illion)and socialw ork and
education pfojrarhrhes (f3.7 miliion). These are examined each in turn.
#
#
*
#
#
@
25
*
9:
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.
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@
Figure 8
City of Culture 1990 arts program m ing expenditure: by lype of
organisation
f m ilIion
*
Glasgow
District
@
@
Festivaloffice projects
M ain institutions
Otherorganisations
@
7.61
0.91
2.57
11.08
Strathclyde Scottish
Region
Office
0
0.22
0.17
0.40
0,88
1.14
2.49
4.51
Total
8.50
2.26
5.23
15.99
Source; Glasgow DistrictCouncil;Strathclyde RegionalCouncil;Scottish Office.
@
Festivals Office Drom oticns.etc
@
3.19
.
'
'
Centrally-generated projectscovered the following: iirectpromotions undertaken
by the Festivals Office itself;Tram w ay,w hich w as direcîly m anaged by the Dislrict
Councilto provide avenue for1990 program m ing;and three independently m anaged
@
major projects, Glasgow's Glasgow and the Dome of Discovery (Iong running
exhibitions presented in reclaim ed prem ises),and The Ship's Com pany (w hich gave
*
56 pedormances of a production in a Govan turbine engine hall). The Iatlerthree
projects were Iong-running anractions which took place in their own temporary
#
@
@
@
prem ises and drew a m easurable public.
3.10
W hiistmanyprojectswerearrangedbytheFestivalsOffice,itsinvolvementindirect
prom otion w as keptto a m inim um . The directsy-prom oted events w ere Sinatra at
Ibrox,the BolshoiOpera Season at the Scottish Exhibition and Conference Centre
and the W orld Orchestra Series at the RoyalConcert Hall. The results of these
prom otions,w hich had a net cosî îo the City of f1.93 m illion (including the grant
of f150,000 from the Region),are set out in Figure 9. The Festivals Office also
prom oted the tw o Hogm anays (at a net cos! of 6349,000) and the Gala Opening
(f89,000).
#
#
#
#
*
#
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#
27
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Free street events (e.g.StreetBiz)and specialevents (e.g.European Film Aw ards)
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@
scale responding to com m issions and creative initiatives from individualartis'
ts and
a host of sm allindependent com panies.
#
@
1
@
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*
@
Artistic balance
3.24
Qverall,som e 517 exlernalgrants w ere aw arded by the localauthorities to arts
programming initiatives (pre-1990 and 1990). Mabor grants to the esta
'blished
Glasgow-based institutions ntlmbered some 32. Some oîthe biggerprojects te.g.
Glasgow 's Glasgow)w ere handled by specially formed independent organisations
which w ere then given externalgrantq by GDC and/orSRC. The smallnomberof
grants from the Iocalauthoriîies (as few as 24)to film/media projects should be
noted. 5o a degree,îhev were financed by othersources.The yisualarts exhibitions
attracted 213 grants and the perform ed aqs 280, Glasgow District Councilgave
ratherm ore grants lo the visualacs and Strathclyde emphasised .projects in the
perform ed arts. In round term s,the program m e expenditure w ent59 percentto the
perform ed arts,39 percentto visualarts and only 2 percentto film and m edia.
Figure 10
City of Culture arts program m ing: external grants by art form and aw arding body
Num ber
@
G lasgow
District
#
@
@
Pedorm ed arls
Visualarts,exbibitions
Film /m edia
1O1
127
16
244
Strathclyde
Region
179
86
8
273
Source: Glasgow District Council;Strathclyde RegionalCouncil.
@
@
@
@
@
@
@
29
@
@
Total
280
213
24
517
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Figure 12
City of Culture arts programm ing: Strathcylde Regional Council
''
externalgrants''*
@
E thousand
@
Perform ed arts
Theatre Royal
Scottish Opera
Scotlish Ballet
Citizen's Thealre
M ayfest
Glasgow lnternationalJazz Festival
#
@
@
Otherprojects (81)
Film
European Film A w ard
#
Otherprojects (7)
@
@
@
#
@
@
1,782
'
140
69
45
2O0
30
462
946
75
12
87
Source: Strathclyde RegionalCouncil,
E.
@
#
254
150
Visualads,exhibitions
Third Eye Centre '
W om en 2,000
Glasgow Girls
G Iasgow 's G Iasgow
Dom e of Discovery
@
@
244
The Ship's Com pany .
BoIshoivisit
''
3,324
*
@
Tramway projects
Otherprojects (170)
@
@
250
211
171
100
110
52
OTHFR PROGM M M ES
(i)
3.25
Com m uniw events/celebrations
Broaderculturalactivity and involvem entw ere boosîed by spending pfogram m es on
com m unity events and celebrations and on educationaland socialw orkprogram m es.
The formerranged from majorafl-day free musicalentertainmentasprovided by the
Big Day (ata cosîto the tw o localauthorities of E1.25 m illion),to children's events
(e.g.Big Nbise)and broad participatory initiaîives (e.g.CallthatSinging). Religious
celebraîion (e.g. Spirit of the City). the spof'ts programr
m e and num erous Iocally
ofganised events w ere also included. The Festivals Office directly m anaged the
Hogm anay celebrations. Forthe m ostpart,the events w ere independently arranged.
Some 453 externalgranls w ere given by the tw o localauthorities in support of
com m unity events. Expenditure on com m unity events and celebrations am ounted
to E5.05 m illion. Channel4 spentover f1 million on televising the Big Day.
*
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ow n w ork in association w ith the first perform ance of each M axw ell Davies
concerto. The Councilalso funded recordings ofthe concertos.
@
Several projects focused on the European dimension. An exchange between
Glasgow and Berlin w as built around !he preparation of dance pedorm ances by
students in the tw o cities. Seniorpupils in Glasgow and Berlin used exchange visits
to prepare portraits of the othercity through draw ing, painting and photography,
#
Overa dozen projects had a multi-culturalfocus e.g,Indian bronze casting,AfroBrazilian dance workshop and multi-culturalcookery book.
Figure 14
@
Strathclyde Education DepartmentCity ofCulture projects:by type
#
Numberofeducationalprojecîs
@
Schootprojects
Education Deparsmentprojects.
Dram a
M usic
.'
Vîsualarts
Dance
W riting
M ixed m edia
Com m unity education
Furthereducation
@
@
#
@
#
'
'
'
Initiated by education advisers.
(iii) Socialw ork Dronram m e
3.31
#
#
107
677
Source: Strathclyde RegionalCouncil.
@
@
23
35
M ain program m e Iinked schem es
Total
@
@
13
11
20
26
:9
6
' 152
18
Regionalprojects
Externalprojects
è
#
#
262
Until!he adventofthe City ofCulture,the regionês SocialW ork Departmenthad no
culturalallocation in its budget. The resourçes allocatpd to the City of Culture
festivities F ere additionalto the service and w ere not divened from other sociai
work program m es. An expenditure off1.81 million from 1988 to 1990 supgorted
some 267 projects acrossthe region.
Over 2O0 Droiects
3.32
Many of the projects were out-reach schemes specially arranged by Glasgow's
established com panies (e.g.Scotlish OperadScottish Ballet,Scottish Youth Theatre,
the Scotlish M ask & Puppet Centre and the'RoyalScottish.Academy of M usic &
Drama) to m eet the specific needs of individuals and groups. Additionally,
substantialfunds w ere m ade available to tw o organisations specialising in arts f0r
33
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Figure 15
Strathclyde SocialW ork DepartmentCity ofCultute projects:by area
@
Num berofgrants
@
#
@
@
@
@
@
#
è
#
#
20
16
36
11
24
22
22
17
:9
Argyll/Bule/clydebank/Dum banon
Glasgow North East
Glasgow North W est
Glasgow South East
Glasgow South W est
Ham ilton/East Kilbride
Inverclyde
M onklands/cum bernauld
North Ayr
Renfrew
South Ayrshire
Headquarters
Total
'
F.
Source:Strathclyde RegionalCouhcil.
.. .
PRIVATE SECTOR SUPPO RT
(i)
3.36
4
16
49
267
Tvoes ofcontribution
The financial contribution of the private sector to Glasgow 's arts evenls and
auractions during 1990 w as valued at f6.46 m illion. The figure covers a range of
different kinds o'f private sector conlributions. Included are incom e from business
sponsorship, trusts, corporate and individualgiving and som e aspects of in-kind
support.
#
@
#
@
*
#
#
#
35
#
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uo Salnôll1nq '000.kct3 le uoddns pul: u!$T!pasettlll:a laljeg t1S!)$o3g zaldulexa
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41
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draw n from banking and financialservices.The m anufacturing sectorat 17 percent
ofthe totalwas anothersignificant contributor. Utîlitiis,property,m edia,retail,
each represented betw een 10 and 13 per cept of the total. A point of som e
signficance is the reiatively poorrepresentation ofthe hotel/catering trade at 3 per
centofthe totaland,w ith one notable exception,theircontributions w ere confined
to in-kind support. It w as a significant breakthrough in sponsorship term s to find
som e 7 per cent of the com panies in the f34000 plus group draw n from the
professionalservices sector(solicitors,quantity surveyors,lawyers,etc.),including
a num berofrelatively smallfirm s.
Figure 17
Sponsors ofarts events and att/actions:by business sector. 1990
Percen&ages
@
Cash.
@
@
@
@
@
@
@
23
10
15
15
8
9
Kind.
Finance
Utilities
M anufadturing
Beverages
Property
M edia
Catering,hotel
Retail
Professional
A1I
1
11
32
16
5
21
16
8
100
1OO
Base (num berofcom panies)
131
19
AII
.
20
10
13
17
9
9
3
11
7
.
:00
150
Com panies spending > f3,000 cash orkind.
Com panies conlributing sponsorship in excess of E100,000 (som e 15 in num ber)
accounted for over half the totalvalue of 199O sponsorship (56 per centl. The
average value of individualprojects at f28,671 was similarto that provided by
#
@
com panies in the f30-99,000 range. ln fact,the top 30 sponsors 416 pefcentof
the totalà accounted for 75 per cent of the total sponsorship value, The most
com m on levelofcom m itm ent w as in the 63-9,000 range (36 percentQfsponsors)
with sponqorships averaging E4,304.
@
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:57
+
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projects and other aspects of the 199O celebrations. In terms of artforms,the
@
million. The Iatter included youth/amateur projects and supportfor com m unity
program mes,butthe majorpartwen!to 199C celebrations,suchasHogmanay,Kite
Festival, Balloon Festivaland Glasgow A1lLit Up. 1990 officialprojects in the
pedorm ed arls attracted some 17 sponsorships am ounting to 6508,000,including
pedorm ed arts auracted overhalf(f2.77 m illion)m useum s,galleries and visualarts
drew 60,95 m illioniand other aspecls of the 199O celebrations attracted (0.6
@
tNe Ship, the opening of the Glasgow Royal Concert Halland the International
OrchestraSeries.Intermsofexhibition projects,Glasgow'sGlasgow and the Dome
#
ofDiscovery togetherwith various independentexhibitions (especially in the field of
architec&ure)attracted sponsorship valued at E397,000.
@
Fîgure 20
Business sponsorship ofarts events and attractions:by purpose,199O
@
.
@
E thousand
@
Theatres,halls,ensem bles
M useum s,galleries,visualarts
Perform ed arts
Exhibitions,visualarts
Com m tlnity,youîh,sport,etc.
Celebrations.
A !I
@
@
Total
@
. Hogm anay 1989,Gala Opening,etc.
@
@
@
3.44
508
263
236
361
1,366
:7
13
29
9
681
4,316
294
The majority ofthiswen'
ttotheGlasgow-based nationalcompanies(Scottish Opera,
Scottish Ballet, RoyalScottish Orchestra)and established festivals (M ayfest and
Glasgow InternationalJazz Festival),w hich accounted for70 percent ofthe total.
For the rest, concer'ts were very popular projects. Sponsorships for Scottish
ChamberOrchestra projects in Glasgow included here. The Glasgow Philharmonic
Orchestra, BBC Scotlish Sym phony Crchestra and Early M usic Consort drew
significant'
sponsorship and by the sam e îoken the concert halls (RSAM D and RCH)
w ere successful in the sponsorship field. Little sponsorship w ent to producing
theatres, receiving theatres and independent theatre com panies, apart from the
Scot&ish Youth Theatre w hich attracted sponsorship ofsom e f59,000.
*
@
39
@
155
71
The pedormed arts institutions and organisations received 62.26 m illion support.
@
@
Num berof
sponsorships
2,258
690
1990 specialprojects
@
@
:
*
'
'
.
.
(*
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;
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sedtuoa pue '((D 0'rE3'
)
suljloa eql .q)!M zdlqslosuods sue lensla ôululetuaa eqT Io Tsot.u JoI papunoaae
Fè!JaI1eô pue stunasnulTuapuadapul 'dlqslosuod: ooczc k,
::.
)alaqlto Alnq aqTpatzllo;
slq.l- 'ealaelleo uellanaw peuedo AlM eu eqTpue I1eJJn: aq1Te SuolTlqlqx: XlelodttleT
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Figure 22
Business sponsorship of m useum s, qalleries, visual ads: by type of
recipient 1990
@
Value
@
(E thousandb
@
@
Glasgow ArtGallery & M useums
olherIocalauthority m useum s
lndependent
Galleries
410
14
56
91
571
25
6
9
19
39
Exhibitions.
119
263
12
13
@
Offical1990 projectsb
@
Total
@
Sponsorships
(num berl
64
lndependently generated/including architecture, sculpture.
Glasgow 's Glasgow ,Dom e of Discovery.
@
tiv) ABSA/BSIS
#
3.46
The ABSA/BSIS Schem e m ade 43 aw ards to GlasQow in 1990 w orth E446,000.
This related to sponsorship valued at E965,000. Som e f25,000 w entto Scottish
Ballet in respect of f235,000 sponsorshig for touring outw ith Glasgow . Another
aw ard w as to the Glasgow SchoolofAI.
I in relation to a sculpture com m ission for
Falkirk.The BSIS awards related to the Glasgow 1990 program m e can be num bered
at 40 and were valued at E396.000.
3.47
Som e 35 of the awards w ere for com panies underlaking first time sponsorship,
w hich totalled 6424,000. The Scottish Ballettouring sponsorship referred to above
(f235,000)also qualified forthe first-tim e aw ard. The new 1990 money resulted
m ainly from initiatives on the part of sm aller organisations and w as distributed
w idely acrossthe cuituralsystem .Only tw o ofthe nationalcom paniesallhe RSO and
SCO) w ere involved. They were responsible for 7 per cent of the total. The
m useum s and galleries share w as 28 percenl,ofw hich the M ctellan attracted the
single larges!first-tim e sponsorship (f80:000)from the Lilley Group plc. The 1990
@
@
@
@
@
centrally-iriitiated projects were responsible for 25 per cent of the new money
cualifying forBSIS aw ards. The Ship attracted E5O,0O0 from a firsî-time sponsor,
@
G EC Scotland.
@
(v) Effectof 1990
@
3.48
Since there are no comprehensive sponsorship figuresavailable on 1989,the overall
sponsorship effect of 1990 is not easy to assess. But it is fairly clear that the
benefits of increased 199O sponsorship were not felt mainly by the established
performed artsinstitutionsandorganisations.Thoughtherewere instancesofmajor
@
41
@
*
#
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âî!a aq$TnotilfM'uavezzaptl: beeh
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ôulpunlpue satyeqas eq!eTelos!oTTlncyupp s!$1 'uolôalatl;u!sTaarozd letldea Io
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dlqszosuod: S:aulsnq âpn): 'lSd @qTW ôtllploaav '(S#JeM e SIS: pue öu!A!ô pujA u!
ôulpnlaxe)o66jJ(N uolllltu CG'G:1eq1q1!M peledtuoaAlqsnozeq ue: slq.l- .98/986 k.
u!u0!II!œ 9 j'SJ le SDe @q1 OT uolTnqlwlTuoa JoTae: ezealad eq1 1nd Xpnl: 1Sd eql. 'OG'E
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*
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)4@ ue Ajuletu :eM Q@luedtuoa Ieuolleu Peseq-Ah.oôeelD eq190 adlklVzosuods.u!
qlM olô aqT 'eaoqe paulejdxa S#.'JeaA %nolaeld .
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dlqszosuodsIo uojllltu Er'r; Ralaelue STuell:lpaSeq-M 0öSelD S,DVS leqlM OMS â@q1
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01(686kP!00:'2993)tlloalllèlSdlqslosuodsMo:selg JlaqlMe:MOàSe1D u!p/seq
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@
m illion),the M cl-ellan Galleries (E5.8 m illion)and the Scotland StreetSchool(21.3
miIIion),amounted to som e f43 m i11ion.
@
3,52
@
3.53
E32.7 m illion. This w as overw helm ingly contributed by the tw o responsible Iocal
authorities,GDC (E19,3 million)and SRC (E12.8 million).
3,54
Arts programm e spending on events occurring durin: 1990 w as E16 m illion. Other
spending w as devoled to pre-l990 program m es, m uch of w hich w as related to
Jeveloping Tram w ay asa venue,Strathclyde RegionalCouncfl'spre-l90 program m e
included the Strathclyde Sum merSeasons'
atthe CitizensTheatre.the firs'
tofwhich
took place in 1988.
3.55
Qverhalfthe m ain program me expenditure (E8.5 m illion)w enton centrally-initiated
@
@
projects. Majoritems (E0.5 million plus)included the BolshoiatSECC,Tramway,
@
*
The bulk ofthe revenue spending w ent on program m ing at E26.9 m illion. Other
sums w ere allocated lo marketing (E4,9 m illion)and adm inistration,inform ation and
public relations (fO.9 millloo).. Specific areas of program m e expenditure were
comm unity events and celebrations (E5,05 m illion), social w ork/education
program m es (E3.7 m illion)and !he m ain arts program me (E18.1 million).
* ;
*
Extra revenue spending specifically relatel to the City ofCulture progràmm e totalled
The ShipeSinatra a!Ibrox and Glasgow 's Glasgow . Directgrants to the eslablished .
Glasgow -based institutions forenhanced program m ing during !he Yearam ounted to
E2.3 m i1Iion.
3.56
Some 470 other.grantswere given to independentprojects,many on a smallscale,
responding to com m issions and creative initiatives from individualarlists and a host
of sm allindependent com panies. Som e independently generated exhibitions and
productions fed into the program m ing of Glasgow 's venues, including Tram w ay.
@
The sum allocated to the independentprojects was f5,2 million in 1990.
@
3.57
@
@
public apencies on an ongoing basis. This amounted lo E19.7 million from aIIIocal
authority sources in 1990/91 and the Scottish ArtsCouncilcontributed an estim ated
E8.9 m illion to Glasgow-based organisations in the same year.
3.58
@
@
The revenue funding of Glasgow 1990 needs to be considered against the
background of Rregular* revenue supporl provided by Iocalauthorities and other
The main localauthority providerofNregular*funding w asGlasgow DistrictCouncil,
whose contribution was f17.4 million in 1990/91,exluding spending on libraries.
The figufe represented a major increase from 1989/90. This related to extra
spending on externalgrants (mainly the Glasgow RoyalConcertHall)and a 27 per
centcash rise in spending by !he M useum s and ArtGalleries Depadm ent.
3.59
Private seùtor supporl of Glasgow 1990 w as valued at E6.1 m illion, The figure
covers business sponsorship in cash (E4.3 m illion)and in kind,income from trusts
and corporate/individualcharilable giving.
3.60
Som e 43 percentofthe business sponsorship w as devoted to the centrally-iniîiated
@
@
1990 projects,community programmes and celebrations. The established institutions and organisations received E2.9 m illion, of which E2,3 m illioh w ent to
@
theatres, halls and ensem bles and E0.7 m illion to m useum s and galleries. The
sponsorship benefits of1990 w ere notfeltm ainly by the established perform ed arts
institutions.
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EVENTS AND ATTENDANCE
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Glasgow 1990 represented a majoropportunity forthe region and its visitors to
enjoy an expanded array ofactivities in the culturalfield. ltwas also a testofthe
#
stim ulation.BecauseofGlasgow 1990:sall-encom passing approach!thedim ensions
ofthe Year's activities are noteasy to define. W e have tried to do this by draw ing
com parisons w ith equivalentevents and attractions in 1989 as a base year.
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m arket's ability to respond to significant program m ing extensions and prom oîional
(ii) Exhibitions
(ah
4.2
M useum s and (:1a11eries '
M useum s and gafleries in the Gfasgow region presented .some 360 tem porary
exhibitions during 1990. This can be compared w ith 231 shdws in the equivalenl
instilutions and organisations during the previous yearand represenls a 56 percent
increase in activity. Furtherm ore,there w ere im pocant devèlopm enîs in the scale
and significance of e
'xhibitions presented during the Year. For thq first tim e,the
Burrellpromoted majornationaland internationalloanexhibitions.Asanew facility,
the M cl-ellan m ounted five majorexhibitions.
Figure 24
Tem porary exhibitions in museum s and galleries:by content, 1990
N um ber
Fine
Decorative
art
aI.
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0ther
30
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19
1
5
6
lndependent m useum s
Specialist galleries
Tram w ay
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21
132
15
7
7
27
23
14
10
A Ij
239
41
80
Total
@
#
McLeflan Galleries
OlherGlasgow Cily sites
OtherIocalauthorities
#
#
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#
@
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4
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Kelvingrove
4.3
1
1
5
54
5
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62
42
149
15
360
Some 239 ofthe showswere devoted to fineartsubjects,41 to the decorativearts
and the rem ainderto otherareas. The biggestincrease in the num beroftem poraw
exhibitions w as in Kelvingrove were 45 more show s were presented in 1990 than
45
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M useum s and galleries reported huge program m es ofotherevents during lhe Year.
There w ere som e 326 w orkshops/lectures,158 perform ances and 156 am ateurand
otherevents.a totalof 640 com pared w ith 318 in 1989. Specific atlendance at
these events rose from a recorded 67,259 to 167,045. The traditionalKelvingrove
organ recitals were exlended anö drew a major public. The Iocal authority
institutions w ere the m ain centres ofthese activities. Six specialistgalleries hosted
lectures/w orkshops/residencies. Three presented liîerary events and Transm ision
show ed 8 film s.
(c)
4.8
*
Education and soecialneeds
Themajority ofmuseumsoperated educationalprogrammesbefore 1990.The 1990
figures show that the levelof w ork w as sustained w ith signficant increases in the
numberofvisits from schoois and colleges. Som e 28 m useum s and galferies (out
ofa lotalof3O)received specialvisits from schools and çolleges.during 1990. AI1
the Iocalauthority m useum s (exceptRutherglenharranged program m es ofthis kind.
Holiday programm es foryoung veopte were available in 13 m useum s. Sessions for
specialneeds/m inority groups w ere provided by few er m useum s; 12 institutions
@
reported involvem ent in this kind of aclivity.
@
Figure 26
@
M useum s and galleries offefing education program m es: by type of
institution, 1990
Num berof sites
#
@
*
Glasgow City M uaeum s &
#
OtherIocalauthorities
1ndependent m useum s
Specialistgalleries
@
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4.9
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program m es
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4
2
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3
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Schoolvisiis increased by over1,000 during 1990. ln contrast,sessionsatholiday
program mes declined (dow n 14 percent),w hile social/minority group sessions saw
#
*
a ntodestincreasa (up 3 percent), The bulk ofschoolvisits were rnade to major
institutions,especially 1he socialand econom ic history m useum s. Haggs Castle w as
very active in providing holiday program m es (num bering 203 sessions in 1990).
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Theatres and halls:Derform ances
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Total
As forthealres and halls the returns show 3.961 perform ances taking place w ithin
the fram ew ork of Glasgow 1990. The figure covers the principal theatres
(producing, receiying and sm all), arts centres, concens halls and 1990 central
projects (e.g,The Ship). ln com parison with equivalentactivities in 1989,wben
som e 2,999 pedormances w ere fnounted,there w as a 32 percent increase in the
num berofevents in 1990, Thism eantthattheatre/concertpedorm ances averaged
10.9 perday forthe entire 1z-month period.
Figure 29
Theatres and halls:pedorm ances by type oforganisation
@
Num berand percentages
*
Num berof pedorm ances
199Q
597
81
559
611
83
593
+ 2
+ 2
+ 6
1,351
707
164
452
+ 11
+ 156
1990 projectsd
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276
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101
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Producing theatres
Scbttish Opera/scoltish Balleta
Receiving theatres
Sm allvenues/acs centres/
indep.cozsb
Concerthalls/prom oters
Otherfestivalactivities
@
difference
+ 348
. M ain-scale com panies and Glasgow perform ances only.
b Sm allvenues/acs centres 577 in 1989 and 1,139 in 1990.
ç Estim ate.
d Tram w ay?Arches,Bolshoi,The Ship and Sinatra.
e Excluding Scottish M ask and PuppetCentre w hich presented 164 pedorm ances
in 1989 and 341 in 1990;additionally,the Glasgow Film Theatre w as responsible
for924 show ings in 1989 and 840 in 1990.
lb)
M usic
The 1990 increase in concer'
ts was partly attributable to the opening ofthe Glasgow
RoyalConcert Hallw here some 170 pedormances were given, of w hich a small
num ber lmainly the RSO and some SCO concerts)could be regarded as transfers
from the City Hall. ln fact,the City Hallpresented m ore concens in 1990 than in
1989. 1990 also brought new feslivals (International Early M usic, Chorus
International)and a more expanded role for a new promoter (W estbourne M usic)
making use ofunusualvenues.The Glasgow University concertseriesexpanded and
the sm allhalls alIsaw increased activity,w ith Henry W ood up 23 percentand tbe
RSAM D presenting 252 concertsduringthe Year. W h11stthe SCO,the RSO and the
49
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1989
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Figure 30 Theatres and halls:educational program m es. by type of organisation,
1990
Num bqrofevents
*
W orkshops, Special
visits
@
Holiday Specialneeds
perform ances progs
Producing theatres
Scottish Opera/scottish Ballet 233
M usic ensem bles
68
Othervenuesa
28
10
189
48
104
3
36
80
@
All
351
119
@
. lncluding 199O centrally-initiated projects.
*
@
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4.16
*
329
AII
3
22Q
111
167
13
645
63
379
401
1,200
Educational events of alltypes increased by.43 .per.cent..from .1989 .to.'1990.:
Holiday program mes expanded seven-fotd. Specialneeds groups (up 43 percent)
and w orkshops/visits (up 24 per cent) were other grow:h areas. Some of the
centrally-initiated projects incorporated educational work, as in The Ship and
Tram w ay. Educationalposls w ere funded at the Theatre Royalin relation to the
special 1990 seasons presented there and an educalion post w as created a'
t'
tihe
Glasgow Film Theatre.
#
@
Figure 3 1
Theatres and halls;educationalgrogram m es.by tyge ofevent
@
@
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@
@
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*
.
groups
Num berof events/sessions
Percentage
1989
199Q
difference
W orkshops/visits
Specialperform ances
Holiday pfogram m es
Specialneeds groups
265
331
17
229
329
351
119
401
24
+6
+ 600
+ 43
AlI
842
1,200
+ 43
(vi) Comm uni'
tv evenls
4,17
Glasgow Di
'strict Councilsupplied statistics on com m unity events in the Glasgow
City area during 1990, Events m ay be w idely defined and not all exhibisions,
w orkshops, com m unity galas,neighbourhood festivals and s'
treet pageants w ere
counted in the figures. M any of Strathclyde RegionalCouncil's socialw ork and
education projects were community events. According '
to the City, some 465
@
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@
@
@
*
Events sum m arv
4.20
Num berofevents/activities
*
M ain program m e
Perform ances
Exhibitions
Total
@
3,961
429
4,390
Education/specialneeds
M useum program m es
Theatre/ensem ble perform ances,w orkshops
*
Education Departmentprojects
SocialW ork Departmentprojects
*
Total
@
Com m unily events,etc.
Com m unity organised
Professionalinput
Sport. -....
@
53
1,200
660
267
2,180
1,399
618
195
2,212
Total
*
@
Events and activities described in this section m ay be sum m arised as follow s:
* Schoolvists totalled 7,710.
4.21
Itw ould be tem pting to sum these figures and arrive atan estim ate fortoîalactivity
durîng 1990. This w ould be a m isleading procedure, m ainly because i! involves
adding togetheractivities ofdiffering kinds and sizes,
B.
ATTENDANCE 1990
@
*
G Iasqow 199O arts at:endance
@
4.22
@
Glasgow 1990*s m ain arts program m e attracted 6.59 m illion attendance. Sofne
4.86 m illion adm issions (74 percent ofthe total)w ere form useum s,galleries and
îhe visualarts. Attendance attheatres and concerts,a sm allerm arket(26 percent
of the total), w as 1,74 m illion. These figures do not include artendance at
com m uniîy events,celebrations,etc,w hich are considered below .
@
Pre-l990 comoarison
*
@
@
@
#
@
4.23
The 199O attendance represented a m assive 39.6 percent increase on the 1989
figure. M arketgrowth in m useum s/galleries (39,2 percentàw as slightly Iess than
in theatres and concerts (40.5 percent). The surge in attendance to 6.59 m illion
in 199O com paresfavourably w ith w hathad been a modestupw ard m ovem entfrom
4.39 m illion in 1986 to 4.72 m illion in 1989. Betw een 1985/86 and 1989
attendance at m useum s and galleries in Glasgow had risen 9 per cent and
adm issions to theatres and concerts increased by 4 percent,an overallgrow th in
the ar'
ts m arketof8 percent.
53
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Percentage change
1989-199O
*
@
#
*
UK Tourist attractions.
UK m useum s and gaIleries'
London W est End theatreb
Pfovincialtheatree
+ 4
+ 6
+ 3
- 11
Scotîish building based
dram a com paniesd
King's Theatre Edinburglne
Edinburgh InternationalFestivalf
3
6
13
.
Visits to TouristAtlractions 1990,BTA;figures relate to aIIattractions.
Box Office Data Report1990,SW ET.
TheatricalM anagem entAssociation;April-M ay 1991 com pared w ith 12
@
m onths previously.
.
Scouish Arts Council;FY;excludes RoyalLyceum Edinburgh (closed for
refurbishm ent Septem ber 1990).
Edinburgh Distric'
tCouncil.
Edinburgh lnternationalFestival.
@
*
*
@
C.
M USEUM S,GALLERIES,FXHIBITIONS
1990 r)ro1ects
4.25
*
Figure 34 show s attendance atGlasgow 's m useum s/galleries rising from 3.2 m illion
in 1986 to 4.9 m illion in 1990. Extra attendance in m useum s/galleries during 1990
am ounted to 1.37 m illion (see Figure 35)com pared w ith 1989. Exhibitions in the
refurbished M ct-ellan Galleriesdrew a totalattendance of129,73 1. The m ain show s
w ere:
@
Atlendance
@
British An Show
Glasgow 's Great British Art
Exhibition
ArtM achine
Scotland Creates
@
@
17,894
20,264
46,585
35,358
The centrally-initiated projectsaccounted for647,000 admissions as follow s:
Atîendance
@
@
@
@
507,000
85,000
55,000
Glasgow 's Glasgow
Dom e ofDiscovery
Tram w ay exhibitions
4.26
The 1990 features lthe new Mct-ellan,togetherwith the centralprojects)accounted
for57 percent ofthe attendance growlh in m useum s/galleries during 1990. The
restofthe expansion w asachieved bythe established institutionsand organisations.
55
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Figure 35
M useum s and galleries; atlendance gains and losses
Percentages and thousand
@
Percentage change
1986-89
1989-90
#
@
The other Glasgow Dîstrict Councilm useum s experienced a m odest 4 per cent
grow th in attendance up to 1.363 m illion, W ithin this figure the tw o big attractions
had a conlrasted year. W hils:the Peoples'Palace (467,000)jumped 116/000 on
1989,the M useum ofTransporî (536,000)fell98,000.
4.31
Ctherlocalauthority m useums in the Glasgow region (e.g.Paisley,Lillie)could not
com pete w ith the centralatîractions. As a group,they saw attendance fallduring
1990 from 116,000 îo 111,000,w hich continued the gentle decline experienced
during the late 1980:,
D.
THEATRES.HA LLS.FNSEM BLES
@
(i1
4.32
@
+ 18
4.30
@
@
+ 4
. 4
+ 47
.
Tbe Burrellattendance alm ostreturned during 1990 to the higb levels attained w ben
itoriginally opened. The yearsaw extra attendance of382,000 representing a 77
percent increase on 1989. This was m uch stim ulated by the new program m e of
tem porary exhibitions, though attendance figures for each exhibition are not
available separately. W ith 879,000 attendance,the Burrellw as still171,000 short
ofthe 1986 peak and rem ained second to Kelvingrove,the m ostanended m useum
in Soctiand,in term s ofits overaljappeal. Kelvingrove experienced a 2 percentfall
to 1.0 17 m illion in 1990 but basically held on to the substnatialgains of the Iate
1980s.
*
@
1/368
+ 77
. 2
4.29
@
@
+ 39
- 53
+ 29
+ 66
- 11
+ 52
+ 21
Tram w ay,Glasgow 's Glasgow ,Dom e of Discovery.
@
*
+ 9
Independent m useum s
Specialist galleries
M cl-ellan Galleries
@
@
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otherGlasgow City sites
CtherIocalauthorities site:
@
*
n .a.
n .a.
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#
*
1990 centralprojects*
n.a.
n.a.
382
24
49
- 5
135
53
130
647
BurrellCollection
@
1989-90 gain/loss
(thousands)
199O features
W ithin the perform ed arts m arket of 1.738 m illion,the 1990 features contributed
some 393,000 attendance (inctuding centrafly-initiated projects 159,000 and the
Glasgow RoyalConcert Hall 179,000). This represents 23 per cent of the total
perform ed arts m arket in 1990.
57
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#
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Prooress offnstilutions
W ithin !he established theatricalorganisations/the sm allvenues and arts centres
saw theirmarket expand by 44 percent in 1990. This extended the considerable
growth which the sub-sectorexperienced in the late 1980s (58 percentfrom 1986
to 1989,see Figure 38).
Figure 36
Theatres and concerîs:altendance*
Thousand
@
@
1990
1990 centralprojects'
n .a.
155
1O6
509
158
125
139
45
174
97
Receiving theatresb'G
Sm aIIvenues/arts cenlres,etc.d
Glasgow Film Theatre
Concertsd
.
136
104
616
1O0
98
130
518
227
124
384
214
1,184
1,237
1,738
Scotlish Opera/scottish Ballet
@
#
#
Total
Festivalauendance included undervenues.
Includes special seasons at Theatre Royal; excludes Scottish Opera/scottish
Balletperform ances; Pavilion figure estim ated.
lncludes allendance at am ateur show s.
lnciudes W orld Orcheslra Series atGlasgow RoyalConcer! Hall.
e Tram w ay, The Ship, Bolshoi, Arches, Sinatra; also includes com m ercial
prom otions.
@
@
4.37
#
*
#
#
The producing theatres continued theirgrowth ofthe 198Cs,w ith the Tron adding
37 per cen'
t to.its audience (44,190). The Iarger scale Citizens Theatre, which
undenook challenging reperloire during 1990,advanced by 6 percent on 1989 to
130,161. Scottish Ballet's totalatlendance rose slightly in 1990 (37,000 com pared
with 36.000 in 19891,bu'
taverage attendance w as broughtdow n by playing difficult repertoire in the Kinqzs. aw ay from îhe com pany's traditlonal hom e at '
the
Theatre Royal. W ith rather fewer perform ances in 1990 than in 1989, Scotlish
Opera's auendance fell. A decline in average capacity from 87 percentto 82 per
cent w as the result ofthe poorpublic forseparate perform ances ofthe tw o pans
of1he Trojans. Nevertheless, Scottish Opera stillachieved the highest average
attendance t1t271)amongstthe theatres.
4.38
@
1989
Producing theatres
@
@
1986
The receiving theatres after several years of decline grew 2 per cent in 1990.
Experience varied at the individualvenues. The King's added over 50/000 to its
public.w hilstthe Theatre Royalat:endance fellby 13,000 and the Pavilion wentinto
adm inistration at the end of the year. Average attendance rose at the King's and
there w ere m any m ore perform ances. The Theatre Royalaverages w ere reduced
from 1,119 in 1989 to 904 in 1990 by low scores (4011 fof the 199Q special
program m ing.
@
*
@
59
*
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the GRCH. The opportunity to see visiting orchestras broughta positive response
from the public.Attendance atthe 11 concerts in the lnternationalOrchestra Series
totalled 22,525,averaging 2,048.
*
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Hall.The RoyalAcadem y ofM usic and Dfam a and the Henry W ood Hallgained over
36,000 on their 1989 attendance. Independen! promoters and new festivals also
found new audiences lover 16,000 in îhe case of W estbourne M usic)during the
year,
4 .4 1
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InternationalJazz Festival(including a majorbconcer'tatthe SECC)drew attendance
#
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successfulin 1990. Though i$s *com m unity attendance* increased from 63,252 to
744047.audiences forthe m ain program me fellfrom 107,279 in 1989 to 100/501
in 1990. Sales forM ayfest-pfom oted events dropped from 97,896 to 81.166.
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SEASONALFACTORS
M useum s and oalleries
4.44
#
There w ere significant variations in the m arkeîforGlasgow 's arts program m e over
the 12 m onths of1990. ForKelvingrove,the Burrelland the independentm useum s,
the peak was in the third quarter (July-septem ber). The independent m useum s
attracted as m uch as 40 percentoftheirannualattendance in these three sum m er
m onths. W hi1st Kelvingrove had the largest proportion of its public in the third
quarter(28 percent),itshow ed the low estoverallseasonalvariation,w ith m uch to
attractdifferentinterests throughoutthe year. The specialistgalleries and îhe other
Glasgow localauthorities sites w ere at their peak in the second quacer. Gallery
attendance is m uch affected by the tim ing of tem porary exhibitions. The Iocal
authority sites benefitled from m any schoolvisits and so Aprilto June w as the
heavy quarter. Form ostm useum s/galleriesthe finalquarterofthe yearw as the low
#
@
#
point,
@
Figure 40 'M useum and gallery attendance:quarterly analysis by institution.1990
*
Percentages
*
BurrellColiection
Kelvingrove
OtherIocalauthority siîes
Independent m useum s
Specialistgalleries
@
@
Jan-M ar
Apr-lun
Jul-sep
Oct-Dec
Year
20
23
20
13
25
27
26
34
21
30
32
28
30
40
26
21
23
!6
25
19
100
100
100
1C0
100
@
4.45
#
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*
Quarterly com parisons w ith 1989 show the strong effect oftem porary exhibitions.
Atthe Burrellfourth quaqeratlendance w as 123 percenthigherin 1990 lhan 1989
(representing over 100,000 additional atlendance), mainly an effect of the
successfulvan Gogh exhibition. Otherw ise,the Burrellattendance w as w ellup fof
the restofthe yearby som e 70-80 percenta quarter. The indegendentm useum s
and specialist galleries did relatively best in the third quaner com pared to the
previous yeaf. Kelvingrove attendance increased in the firsttw o quarters of 1990
and fell back som ewhat in the subsequent tw o quarters. Som e interest m ost
prcbably sWitched lo the Burrell.
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Figute 42
Theetfe attendance:quarterly analysis,by selected institution, 1990
Percentages
@
@
Citizens Theatre
#
Theatre Royal
King's Theatre
Tram w ay
@
@
4.47
Jan-M ar
Apr-lun
25
26
30
26
19
20
20
37
Jul-sep
23
11
17
16
Oct-Dec
Year
33
43
32
21
100
100
100
100
Quarterly com parisons with 1989 revealthat the producing theatres made gpod
progress during the firsttw o quarters,but tailed off significanlly Iater in the year,
perhaps feeling the effecîofThe Ship and the new ly opened Glasgow RoyalConcert
Hall. The Citizens 1990 third quarterw as 7 percentdow n on 1989. Butthere w as
*
no generalevidence offatigue as 1990 progressed. The King's audiince builtup
w ell,as did thatforthe arts cenlres,and concerts w ere especially successfulin the
*
Iatter par'
tof the year.
'' . .
@
Figure 43
Theaîre and concert attendance:quarterly com parison w ith 1989, by
selected institutions. 1990
@
Percentages
@
Jan-M ar
@
Citizens Theatre
Tron Theatre
Theatre Royal
King's Theatre
Third Eye
Concert prom otersb
@
+ 7
+ 12
- 26
+3
+ 35
+ :6 .
Apr-wlun
Jul-sep
'Oct-Dec
+ 77
+ 18
- 25
+ 76
+ 44
+ 16 '
7
46
13 .
+ 37
+ 200
+ 17 .
15
10
- 13 .
+ 16
+ 46
+ 17 *
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Excludes Glasgow RoyalConcertHall.
@
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BROAD AH ENBANCE
(i)
4.48
Com m unitv events and celebrations
Finally.the many comm unity events and celebrations in the region drew a public the
size ofwhich can only be estim ated, Itwould be difficultto imagine !he 1,400 Iocal
com m unity events in the Glasgow city area generating anendance less than a
65
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tw o and half tim es the 1989 level,activity in the producing and receiving theatres
carried on at m uch the usualIevel.
@
4.54
Education and specialneeds program m es increased by 25 percentin the m useum s
and galleries and by 43 gercent in the theatres,halls and ensem bles. Com m unity
events of various kinds num bered over2,000.
@
4.55
The Glasgow 199O extra attendance at arts events and attractions am ounted to
1.87 m illion and Iifted the annualtolalfrom 4.72 in 1989 to 6.59 m illion in 1990.
Adding outdoor and com m unity events (1.71 millionl/cinem a (3.15 m illion), and
pop/rock concef'ts (0.56 m illion) îakes Glasgow 1990 attendance to around 12
@
m iIIion.
@
4.56
The existing institutions achieved a positive share ofthe extra 1990 anendance. In
general term s, they w ere harm ed neither 6y the new infrastructure nor by the
centrally-initiated projects. The tide ofextra activity did notengulfthe system .
@
4.57
@
The rise in theatre attendance overallexceeded the grow th in perform ance num bers.
The percentage changes 1989-199O w ere as follow s:
Perform ances
@
+ 32
+ 2
+ 2
+ 6
+ 11
+ 156
+ 56 .
A lItheatres/concerls
Producing lheatres
Scot Op/scot Ballet
*
@
Receiving theatres
Sm allthealres/centres
Concerts
M useum s/qalleries
@
* Tem porary exhibitions.
b AI1m useum s,galleriesfexhibitions.
@
4.58
@
4.59
@
@
Som e 4: percentof1he extra museum/gallery public cam e through the established
institutions. The Burrelldid exceptionally w elland reversed the dow nw ard trend of
In the pedorm ed arts,abouta third ofthe extra public w as achieved by the existing
instiîutions. ln parlicular,concertattendance expanded and the sm allvenues/ans
centres increased their public. W hilst they did not move forward during 1990,
Kelvingrove and the otherGlasgow City sites held onto substantialgains achieved
in the late 1980s. The receiving theatres kepttheiraudiences and there was m odest
grow th in the producing theatres.
4.60
ln conîrast,localauthority museum s in OuterGlasgow did notrise on the success
of 1990. Theirattendance fellduring the Year,reinforcing îhe decline experienced
in recentyears. M ayfest,too,saw attendance fallforits own events io 1990.
@
@
@
*
:. 40
+ 12
- 8
+ 2
+ 44
+ 176
+ 39
the 1980s. The independentm useum s had a successfulyearbuilding Qn progress
ofthe 1980s. The public formodern al't in 1990 w as tw o and a halftimes greater
than it had been in 1986 and the specialist galleries continued the growth ofthe
previous decade.
@
@
Attendance
67
*
(#)
43,t)'
#
@. .
*
*
*
*
@ ..
,
@ .
@
*
#)
@
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'
.
.
PRUIJOJJBd aqlu!JO1.nellueujœop aq$SeM I1eH 12a:,t)03 IeAOH M OöSeID aql. '3llqnd
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o.
pue (MoôSe):.ezzzoôsel:l'ô'%)Slaelold o66t paTe!T!u!-A11eJ1tJB3 at-l:'J/MIaSOIuede.l-
k9'#
(9
#
@
@
5,
MARKET FOR GLASGOW 1990
@
@
*
A.
M AFIRF'F PROFILE
(i)
5.1
Visitors and residents
Half !he visitors to museums/galleries (50 percen'
tland the majority of theatre/
concertgoers (70 percent)were from the Glasgow region during 1990. Glasgow
City residents w ere m ore evidentthan residents ofthe restofthe region'accounting
for31 percent ofm useum /gallery attendance and 46 percent oftheatre/concertgoers. Outer Glasgow constituted 19 per cent and 24 per cent of the public,
@
respectively.
@
Figure 44
Glasgow arts events and attractions: atlendance profile, by type of
attender,1990
@
Thousand
M useum s, Theatres,
galIeries concer'ts A l1
*
@
@
@
@
1.490
95O
1.101
1.315
800
420
330
188
2,290
1,370
1,431
1.5O3
AII
4.856
1,738
6,594
31
19
23 *
27
1O0
46
35
24
21
19 b 23
10
23
100
1O0
Source:System Three.
* 8 percent w ere tourists staying elsew here in Scotland.
b 2 percent w ere tourists staying elsew here in Scotland.
#
@
Residents
City ofGlasgow
OuterGlasgow
Day visitors
Tourists
Percentages
M useum s, Theatres,
gaIIeries concens AlI
5.2
Day visitors to the region averaged 23 percentofattendance atm useum s/galleries
and 19 per cent at theatres/concerls during the year. Tourists were a major
presencein m useum s/galleries (27 percent)and aconsiderablefeature (10 percent)
attheatres/concerts.
@
@
(ii) Attendance bv tvoe ofvisiîor
5.3
@
*
@
@
@
Transsated into admissionfigures,these percentages mean thatthe 1990 program me
attracted 1.50 m illion attendances from tourists,1.31 m illion atm useums/galleries
and 0.19 m illion attheatres/concerts, Day visitors totalled 1,43 m illion,1.10 m illion
for m useum s/galleries and 0.33 million for theatres/concerts. There were 1.49
m illion visits made by Glasgow City residents to m useum s/galleries and 0.80 m illion
lo theatres/concerts. Outer Glas:ow residents recorded 0.95 m illion visits to
m useum s/galleries and 0.42 m illion to theatres/concerts.
69
#
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@
Figure 46
Glasgow arts events and attractions;adm issionseby type ofattender
1986 and 1990
.
@
Thousand and percentages
#
Difference
@
@
@
@
1986.
1990
(thousand)
(% )
Residents
Glasgow City
OuterGlasgow
Day visitors
Tourists
1,510
1,294
758
829
2,290
1,370
1,431
1,503
780
76
673
674
+ 52
+6
+ 89
+ 81
A 11
4,391
6,594
2,203
+ 50
Source:Poiicy Studies Institute;System Three.
1985/86.
@
Figure 47
@
Glasgow arts events and attractions;adm issions,by type ofattraction
and atlender, 1986 and 1990
@
M useum s and galleries
Theatres and concerts
(thousand)
1986
1990
%
ch3nge
(thousand)
1986
1990
%
change
@
Residents
Glasgow Ci'
ty
O uterGlsgow
Day visltors
Tourists
1.026
77O
609
802
1,490
950
1,10 1
1,315
+ 45
+ 23
+ 81
+ 64
484
524
149
27
800
420
330
188
+ 66
- 19
+ 125
+ 596
@
AlI
3,207
4,856
+ 52
1,184
1,738
+ 47
@
@
Source:Policy Studies Institute;System Three,
@
. 1985/86.
@
@
@
#
#
@
(iif) 1989 estimate
5.6
No com prehensive profile data existfQr1989. Figure 48 presents an analysis ofthe
1989 admission figures assum ing the same attenderprofile as in 1986. ln relation
to the overallgrow lh in attendance of40 percent,itm ight therefore be estim ated
thatday visitorattendance rose by 75 percentin 199O and touristvisits to cultural
attractions by 68 percent. Glasgow City attendance increased by an estimated 41
percentand OuterGlasgow attendance fellslightly,down by 2 percent,
71
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#
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Figure 49
Glasgow artsattractions:sum m erand w interattendance profiles.1990
Percentages
@
Glasgow Outer
Day
City Glasgow visitors
*
@
Sum mer
W inter
Year
Theatres.concerts
Sum m er
W inter
Y ear
@
@
28
34
31
16
24
41
Q5
49
24
24
46
Source;System Three.
*
19
23
23
23
34
20
27
100
10O
10Q
19
19
19
14
100
1OO
1O0
8
1O
.
(ii) *Secondarv tourists'
5.8
è
Season appeared lo m ake no im pact on the day visitorproportion. lt w as 23 per
cent both in sum m erand w inter in m useum s/galleries and 19 percent throughout
the year in theaîres/concens. But it should be noted that day visitors included
tourists staying elsew here in Scotland and theirpresence in Glasgow w as affecled
'6y season Iike olhertourists.
'These ''secondary lourists'to Glasgow accounted for11 points ofday visits lo m useum s in the sum m erand 5 points in the w inter. Day
@
visitors from hom e (from Glasgow 's w iderregionalm arket)grew from 12 percenl
to !8 percent in w inter. The perform ed ans show ed the sam e pattern forthe tw o
types ofday visitofs. *Secondary lourists, am ounted to 4 percentin the sum mer
and 1 percentin the w inter. The regionalm arketofday visilors rose from 15 per
cent in sum m erto 18 percent in the w inter,
@
#
@
AII
M useum s.galleries
@
@
Tourists
(iiià Residents
5.9
The balance ofattendance w as found among Glasgow residents,w ho accounted for
14 pointsm ore ofthe m useum public and 7 points m ore ofthe perform ed af'ts public
in the w interthan in îhe sum m er.
@
D.
M ARXFT PROFILES BY INSTITUTION
@
@
*
@
@
@
(i)
5.10
M useums and cafleries:tvDe of visitor
The BurrellCollection w asthe highestscoring Glasgow atlraction forvisitors to the
region (68 percentofits attendance). Tourisîs represented 33 percentof Burrell
attendance,the highestscore in Glasgow . Some 58 percent ofthe public forthe
van Gogh exhibilion w as from outside the Glasgow region,w ith slightly m ore day
visitors t37 pe(cent)and markedly fewertourists 42 1 percent)than fortbe Burrell
73
*
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represented inthe Burrell'spublic,The 1990 centralprojectsscored low among the
under 25s but very high forthe 25-44 age group (59 percent), which reiated to
their appealas *fam ily atlractions*. The van Gogh public w as distinctive for its
@
coricentration in the 45-64 group (39 percent). Kelvingrove appealed mostevenly
to aI1age groups,both young (under25s at20 percentland old (over65s at 15 per
cent). The M cl-ellan's public w as above average am ongstthe over65s (18 percentl
and below average forthe under25s (11 percent).
*
@
Figure 51
M useums and galleries attendance:age profile,by institution, 1990
Percentages
@
15-24
25-44
45-64
65+
'Total
8
20
12
27
11
11
10
39
40
46
51
45
36
59
36
26
29
14
27
39
23
17
15
14
7
1O0
100
100
100
100
1C0
100
45
28
13
10O
#
BurrellCoifection
@
K elvingrove
Otherm useum s.
Specialistgalleries
M cl-ellan Galleries
van G ogh exhibition
@
1990 centralprojectsb
@
A 11
#
13
8
18
Source:System Three.
* Localauthority sites and independents,
@
@
@
b G Iasgow 's Glasgow and Dome ofDiscovery.
5.14
The 199O centralprojectssuccessfully appealed'
to C2DEs/with 26 percentoftheir
public draw n from this section of !he population against 24 per cent for
m useum s/galleries overall. Otherm useums (including the M useum ofTransportand
Peoples' Palace) w ere more successfulin this respect with 28 per cen! of lheir
public from C2DEs and !be Kelvingrove score w as exactly the sam e. The M cLellan
Galleries appeafed mostto ABC 1s at 87 percent oftheirmarket.
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Figure 53
Thealre and concertattendance:attenderorigins.by institution, 1990
Percentages
@
Glasgow Outer
Day
City Glasgow visitors
@
@
Producing theatres
Receiving theatres
@
Sm alltheatres,acs centres'
Concertha1Is
Scotlish Operab
@
Bolshoi
The Ship
Citizen's Sum m erSeason
Five Theatres ofthe W orld
@
Al1
@
Source: System Three,
@
Includes Tram w ay.
At Theatre Royal.
@
Tourists
AII
38
25
18
9
27
17
10
21
20
15
10
16
11
21
28
100
100
1O0
100
100
:0O
100
100
1O0
46
24
19
10
10O
54
38
49
54
41
52
56
20
29
16
30
29
19
44
17
16
6
18
6
8
10
5.18
As for the establislned institutions, the producing theatres (m ainly ttle successful
Citizens)appealed mos: to lourists (16 per cent). at the same time as auracting
strong Glasgow City audiences (54 percenl). Forthe rest,the tourism appealw as
Iess, The receiving theatres had a s'
trong marketin OuterGlasgow (29 percent)and
among day visitors from the w iderregion (27 percent). This w as Scottish Opera's
pattern atthe Theatre Royal,butw ilh rathermore tourists (8 percent)than forthe
receiving lheatres (6 percenth.
5.19
@
Concerts w ere m uch influenced by the im pactofthe new Glasgow RoyalConcert
Hall. The principaim arket was w ithin the Glasgow region and the role of day
visilors and tourists was quite modest in .1990 at 10 per cent and 6 per cent.
@
so considerable than even these modestpercentages do reflectmajorincreases in
@
@
respectively. Butitshould be noted thatthe grow th in !he m arketforconcerts w as
day visitorand touristntam bers atGlasgow concecs.
@
@
@
@
#
@
#
tiv) Theairesand halfs:socio-democraohics
5.20
The Citizen'sTheatre Sum m erSeason attracted 22 percentofattendance from over
65s, twice the performed ar'ts average. The com pany developed particufar
objectiveswith Strathclyde RegionalCounciland madespecific effortsinthismarket
area. 1! w as slightly surprising that over 65s represented only 4 percent of The
Shipzs market. The Citizenês Summ erw as also successfulw ith the under25s,w ho
form ed 24 percentofthe Sum meradultpublic. A young public was mostevident
forthe sm allvenues and arts centres (24 percentunder25 and 53 percentin the
25-44 years group). The concertaudience w as relatively older with 59 percent
over45 years com pared w ith an average of42 percent.
77
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Figure 55
Theatre and concert attendance: class and children, by institution,
1990
@
Percentages
@
@
ABCI
@
@
Fem ale
Children in party
Yes
No
15
15
39 ...
30.-r'
60
7Q
18
6
82
94
93
85
90
91
74
88
7
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10
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26
12
41
Concerthalls
Scottish Operab
Bolshoi
The Ship
Citizen's Sum m er'
59
60
60
60
56
2
4
3
6
16
98
96
97
94
84
60
j
95
A 11
87
13
36
64
6
94
art centrese
@
M ale
85
85
Producing theatres
Receiving thealres
Sm alltheatres,
@
C2DE
39
40
40
44
40
Source: Syslem Three.
*
Includes Tram w ay.
AtTheatre Royal.
@
E.
*
Analysis ofthe exlra public (by visitortype)generated during 1990 (com pared w ith
@
1986)shows thatthe 1990 centralprojects were more effective in the Glasgow
resident m arket than in the day visitorand tourist m arkets. They generaled som e
45 percen! ofGlasgow City and 88 percentofOuterGlasgow net new business.
*
The equivalentfigures for1990 centralprojects in the performed arts were 34 per
cent City and 42 percentOu:er.
@
5,24
1
M ost of the net new business in visitor m arkets cam e through the existing
institutions. ln m useum s and galleries.itis calculated tha!som e 67 percentofthe
day visitorgain and 72 percentofthe touristm arketgain w ere in response to t6e
@
@
SOURCES OF NEW BUSINESS
existing institutions. The 1990 centralprolects generated 26 percent ofthe net
marketgriwth in day visitors and 23 percentoftouristgrowth. The picture was
very sim ilarforlhe performed arts,where 70 percentofday visitorgrowth and 76
a
per cent of tourism new business cam e through the fram ew ork of existing
institutions.
@
@
@
79
@
@
@
@
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5.29
Visitorm arkets w ere m os'
tdeveloped by the exisling institutions. They achieved 6772 percentofthe new touristand daM visitorbusiness in the perform ed arts and 70-
76 per cent of new visitor business in museums/galleries. The role of major
@
@
exhibitions w as a factor in anim ating interest,as w as enhanced program m ing and
the strong prom otionafum brefla.
5.30
generated 45 percentofthe new businessin Glasgow City and 88 percentin Outer
Glasgow . They had a particular success w ith C2DEs and children. The Ship and
Tram w ay also m ade theirbiggesîim pacton Iocalm arkets w here lhey generated 3442 percent ofthe new business.
@
@
5,31
The resident m arket fortheatres/concer-ts responded m ostto the new facility,tNe
Glasgow RoyalConcertHall. The equivalentim paclofthe M cl-ellan on the resident
m arket for m useum s/galleries w as Iess. The new facilities could only have a
relatively m odest im pact on visitor m arkets/accounting for 5-10 percent of new
business from that source.
154'J:41
The majorinfrastructure developmentsare long term projects. W hiIstprogramming
@
@
The Iocal market was most influenced by the centrally-initiatqd projects. This
applied to the museum/exhibition market where pfojects Iike Glasgow's Glasgow
@
of the M ct-ellan w as variable, it found a significanl new m arket. It stillneeds to
build a firm identity in the eyes ofthe public and to find a clearm anagem entfocus.
The Glasgow RoyalConcert Hall(opened Oclober1990)had an im m ediate success
w ilh the Iocalconcec public. The honeym oon experience w as boosted by super
@
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@
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region,w ith 55 percent ofCity and 53 percentofOuterGlaspow adults going at
Seast once.
6.4
But w hen m ore active involvem ent in 199O is considered (attending at least tw o
kinds ofevents during the year),the overallscore forthe performed arts falls from
54 percent to 22 percent. The difference betw een the centre and the periphery
widens,w ith the OuterGiasgow figurefor'
the perform ed arts (19 percent)dropping
wellbélow the Glasgow City score (28 percent).
B.
SOCIAL FACTORS
*
@
@
@
(i)
6.5
@
*
6.6
@
@
A social analysis of îhe reach of the 1990 m ain arts program m e contains few
surprises. Fem ales were slightly more likely (76 percent)than males (72 percent)
to have attended at Ieast one event orattraction in 1he 'previous 12 m onths. The
difference w as confined to !he perform ed arts w here som e 62 percentoffem ales
auended com pared w ith 45 perdentofm alès. The 1990 p'rogram m e reached som e
67 percentofC2DEs com pared w ith 86 percent ofABCIs. The socialdifference
w?s greaterfoqthea:
res and concerts than for m.useum sa .apd galleries and .it was
.
much m ore apparenîam ong Rheavy atlenders- (two ormore pedorm ed arts). Only
12 percentofC2DEs claim ed to be Mheavy attenders*,com pared w ith 43 percent
ofA BC 1s.
'
-
@
@
Sex,socialclass,ane
Age wasnota majorfactorin determining atlendance during 1990. The main point
w as the high reach of the perform ed arls am ong the 35 -54 year olds. Som e 62
per cent of this age group attended the theatre etc., at Ieasl once during 1990
com pared w ith an average of 54 per cent of adults of aIlages. Under 35s w ere
below average attenders during 1990.
Figure 58
Glasgow residents:reach ofthe arts.by socialcharacteristicj,1990
@
@
@
@
@
@
@
@
@
AIl
Percentage of adults
attendinga
Any event/attractionb 74
Pedorm ed arts
At'leastonce
54
Tw o orm ore
22
M useum /gallery
None
61
26
M ale Fem ale ABC 1 C2DE < 35 35-54 55 +
45
18
62
28
76
86
67
75
62
26
60
24
72
43
76
14
45
12
53
33
51
22
62
25
Source:System Three.
AtIeast once in previous 12 m onlhs.
Excludes cinem a,pop/rock,streetentertainment.
83
62
25
61
24
50
21
59
30
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:
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oï(Jti9J J@d 0r)etuoq le uelpllq:)qT!M aldoed tleql(luéa Jad2r)X194!1azotll:29M
Jeuvleql lnq.!1n#qT!M Sploqasnoq.kletll..qneel paklôlq A.I1t1:!1S e Reaaltlae uelpllqà..
q1!M SpjoqagnoH 'öulpuelle uo aauanlltl!alullPeq.xllulel@qTu!tlalpllq3 'SuolTaezue
pue STU/A/ Jo qaee) @q1klo SJOTaeJ 1e!3O% Jaqso 10 aauanlltl!Btl: SOSXIPue 69 aanöl:d
o+,
OJRU@) U!SDPM Z.é t23J 1!k)O
(!!)
#
#
#
Figure 60 Gfasgow residents;reach ofthe arts,by artform , 1990
@
AII M ale Female ABC 1 C2DE < 35 35-54 55 +
#
#
Percentage of adults
attending.
Pîays
M usicals/panto
Dance
Opera
Classicalconcerts
Jazz concerts
Pop/rock
@
#
@
@
M useums
Galleries
Literary events
Street entertainm ent
@
Source:System Three.
22
33
5
3
6
9
27
39
6
4
11
8
21
29
7
7
15
14
21
42
10
-
47 ' 48
44
45
6
6
33
31
47
43
6
35
61
61
12
36
40
35
4
31
48
49
44
47
8
7
42 . 35
45
40
5
19
Pop/rock w as the one form ofentertainm ent w hich appealed roughy equally to aI1
socialclasses (ABC 1 21 percent,C2DE 19 percentl. lnteres'
tin pop w as m arkedly
confined to the younger age group,especially under 35s, of w hom 42 per cent
attended during the previous 12 months. ln otherrespects,under35s attendance
was generaily below average. The 35-54 year age group w as the most receptive
to m ostform s of perform ed arts attraction.
6.12
M useum s/galleries reached a higherpropodion ofresidents than the perform ed arts
and revealed Iess socialvarialion in response. ABC 1s and 35-54 yearolds w ere the
m ost active groups. The socialdifferences w ere m uch less m arked than for the
perform ed arts, though galleries w ere.less successfulthan m useum s at reaching
C2DEs. Free streel entertainm ent w as anothersocialIevellerin term s both of sex
and ofclass. Age w as a factorhere w ith 42 percentofunder35s claim ing to have
attended a streetenterîainm entevent,com pared w ith 33 percerltofadults overall.
@
@
14
19
15
28
2
1
3
5
19
6.11
@
@
39
46
14
11
23
12
W hiIsttheatre in aIIits form s reached m ore w om en than m en,thfs w as notthe case
w ith m usic. One in ten of:he population wentto a classicalconcec during 1990,
draw n equally from m en and w om en. Othefkinds of m usic w ere ofm ore interes!
to m en. Jazz reacbed 11 percenloim en cornpared w ith only 6 percentofw om en,
and pop/fock w as also predom inantly m ale in appeas. Some 24 percent of m en
claimed to have attended a pop/rock concertduring 1990 com pared with only 14
percent ofw om en.
@
#
29
42
7
6
10
6
6.10
@
@
@
@
16
23
4
3
10
11
24
* At Ieastonce w ithin previous 12 m onths.
@
#
23
34
6
5
10
8
85
*
(*
9i
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qs
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pueAT!D'MoöSe1D TueaJad jc eleM %aJnô!)aalltladsalatl;'luatuuleuaTueTaaJ1%J0:l
'szuaplse: M oô:elg :asno Io Suea Jad cc q1!M pazedtuoa 'yoTued/slealsnttl.O1 luaM
STugplsazM o:selD Ie Tuaa Jad #.tzetuos 'TuatuuleuiaTua io SUJJOIJelndod TSOI.U @q1
?(?I.!J?I.
:.
#.
M.ppkpz'
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u 'lp qplyp Mpgreln epo lgwp?.
4,4aîp!m pq?eduao?'
.
Aeld e o)TuaM sTuaplsalXlla lo Tua: .lad cc auuos ,aljuajxa Jocl .SJaIIeM p gOjSejo .
Jalno uetp:pepuodsaaSluaplsazA1!3 M oôselo Io uoluoeold Jaklôlq e stzlaolyle lle ul
t t.9
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hho sels gm n h z!
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lji'
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z
A..
#
#
@
Figure 62 Glasgow residents:standardised cross attendance,by ad form , 1990*
@
Classical
M useum /
M
usi
cal
Dance
Oper
a
concer
t
Jaz
z
Pop
gallery
PlaY
@
Average
#
*
Play
M usical
Dance
Qpera
Classicalconcerl
Jazz
Pop
M useum/galleqy
@
Source:System Three.
@
. The figure is read across; play goers w ere 2.0 tim es m ore likely to attend a
m usicalthan the average resident,3.2 tim es m ore Iikely to go to a dance event.
@
@
2.1
3.2
3.0
2.9
2.1
1.3
1.6
1.7
1.8
1.6
1.2
1.1
1.3
3.2
1.7
8.3
5.3
4.2
1.3
1.?
2.8
1.8
7.8
6,4
5.0
0.8
1.8
2.5
1.6
5.4
6.9
3.7
1.1
1.8
2.0
1.1
4.1
2.4
2.6
-
1.4
1,1
1.4
0.9
!.2
2.8
1,4
1.62.2
1,3 1.5
1.83.4
1.93.4
1.32.8
1.82.8
1.31.2
-1,6
etc.
@
@
*
#
(iv) Non-attenders
6.15
As indicated above/the 1990 m ain arts program m e touched the Iives of m ost bu!
not allGtasgow residents. Som e 26 percent ofadufts attended neitherevent nor
auraction during 1990. Figure 63 sets out !he characteristics of these *nonattenders- and com pares :hem w ith 'attendersl and adullresidents ofthe region as
a w hole. *Non-attenders' tended to be heavy TV view ers,to Iack access to a car
and be C2DE in socialcfass term s. To a lesser degree, concentrations of nonattenders w ere also found in rented accom m odation in outerGlasgow ,am ong the
over55s,in households withoutchildren and am ongst m ales.
@
@
@
@
@
@
87
@
@
*
éj
8a
leaolzyklTSl.ga66n: :ulpul) atlT 'SSeI/LITJ/A/N 'eaO3S MOl9q1J0IDed u!Tunoaae
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0#
*
eœos Xq peullap AlTqelï elol.u uaaq aaeq Aettlwpooqznoqtlölau. )0 StlolldaDlad
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au
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a pooqlnoqqsl
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@
#
@
@
#
@
com m unity events achieved Iess penetration than the main program me (54 percent)
and free streetentertainment (33 percent).
On the otherhand,neighbourhood events attracted paaicipation by 1O percentof
adults who otherw ise w ere Hnon-attenders- atthe 1990 main program me. Butonly
18 per cent of C2DEs w ere reached, in com parison w ith 31 per cent reached by
street events and 45 percent by m ain program m eevents/anractions. Participation
in neighbourhood events by Glasgow City residenls at38 percentwas considerably
higlnerthan by OuterGlasgow at 19 percent.
Figure 64
=
@
.
Glasgow residenls: reach of special events in your neighbourhood,
com pared w ith m ain program m e,1990
@
Neighbourhood
event
@
Percentage attending am ong
A BC 1s
C2DEs
@
@
@
@
D.
36
31
72
45
Glasgow Cfty residents
OuterGlasgow residents
30
19
38
29
55
53
Non-attendersb
10
16
Residen: population
24
33
54
6.18
Special analyses of Target Group Index data for the Glasgow region have been
available since 1988,but/since the sam ple is som ewhatsmatl,the 1988 and 1989
figures have been averaged to provide a base for com parison w ith 1990. The
detailed figures relate to those w ho ,currently attend* (w hich includes atlenders
w ith a Iess than annualfrequency),a Ioosernotion than Rvisiled a!Ieastonce during
previous tw elve'months-. In terms ofthe System Three survey,*currentattendersm
can be com pared w ith residents describing them selves as Mregular* or'occasional'
a'
tteqders oras *going forthe firstlime during 1990*.
6.19
The com parisons between 1988/89 and 199O are setoutin Figure 65. They reveal
a m arked increase in reach foraIlartform s,ranging from 10 percentage points for
plays to 2 percentage points foropera. The grokvth in reach forclassicalconcerts
from 7 percentofthe Glasgow population lo 13 percentreveals the im pact ofthe
89
#
n .a .
1988 com narison
@
@
.
EXTENDED REACH
(i)
@
@
@
35
18 '
Pedorm ed arts;excluding cinem a pop/rock,street enteqainm ent.
At theatre,concert,m useum ,gallery.
#
@
M ain
Source;System Three.
@
@
' Streel
entertainm ent program m eê
*
06
@
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.
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Q
%
@
#
@
Figure 66 Glasgow residents:reach ofthe arts,com pafison w ith British average,
1990
@
Glasgow
Brityin
Glasgow difference
W ent in
W ent in
W ent in
Currently Iast 12 Currently Iast 12 Currently Iast 12
go
m onths
go
m onths
go
m onths
@
@
Percentage of adults
attending
Plays
*
@
@
Dance
O pera*
Classicalconcerts
Jazz
Pop/rock
28
7
7
13
9
26
23
6
5
10
8
19
24
6
6
12
8
,,
Museums
54
47
29
17
3
4
8
6
+4
+1
+1
+1
+1
..
+6
+3
+1
+2
+2
+26
Source:Syslem Three;ACG B TGI.
@
@
The average of ballet and contem porary dance.
6.22
@
@
(b) ABC 1s and wom en
@
6.23
#
@
It is w or'
th noting that the differences betw een the scores for *currently goM and
eacended during the previous tw elve m onths, w ere sm aller in the Glasgow case
than for Britain overall. For exam ple, the difference betw een those claim ing
*currently to go* '
to dance and those atsending *in the previous 12 m onths- w as
1 pointin Glasgow com pared w ith 3 pointsin Britain overall. One effectofGlasgow
1990 w ould appear to have been to turn m any of those loosely believing they
ecurrently go- into actualattenders,
Glasgow 's above average score w as m ainly attributable to exceptionally high reach
figures achieved for ABCIs and w omen. For exam ple, 33 per cent of Glasgow
w om en claim ed currently to go to plays com pared W ith the.nationalfigure of25 per
cent. Am ong Glasgow residents,plays reached 49 percentofABC 1s,12 percentage points higherthan the nationalfigure. This pattern w as repeated in respectof
each perform ed ar'
tfofm butGlasgow 's exceplionalm useum reach w asachieved on
a socially m ore even basis.
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currently going to dance, opera and classicalconcerts w ere one point below the
nalionalaverage.
6.25
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But gender affecled the score of Glasgow C2DEs (see Figure 69). For exam ple,
C2DE males w ere markedly less Iikely to go to the theatre than females. Glasgow
m en scored roughly tw o lhirds the fem ale levelin play-going. The C2DE m ale score
foropera and dance w as only one third ofthe fem ale. In contrast,C2DE m ales w ere
much rnore likely to go to jazz concerîs (10 percent compared with 2 percent
females)and to pop/rock concerts (3O percentcom pared w ith 18 p'
ercentfemales).
*
Figure 69 Glasgow residents:reach ofthe ads am ong C2DEs,by sex.1990
@
@
@
@
Percentage ofadults
attending*
Plays
Dance
Opera
Classicalconcerts
Jazz
Pop/rock
M useum s
G a11eries
Literary events
@
Source:System Three.
@
@
C2DEs
M ale
Fem ale
18
2
2
5
6
23
47
43
5
13
1
1
4
1O
30
50
47
6
.22
3
3
6
2
18
45
40
5
AlI
residents
28
7
7
13
9
26
55
52
8
Claim ing 'currently go'.
@
@
AlI
C2DEs
(iii) Firsî-tim ers
@
Glasgow 1990 succeeded in stimulating attendance by first-limers during the year
in alm ostalIartform s. Figure 70 show s that som e 1-2 percentofadultresidents
forthe firsttim e w entin 199O to plays,m usicals,1he opera,etc. W hiIstthe first-
@
significantaddilion to the existing public forevents and attractions. Com pared w ith
thoseaîteqding in the previoustwelve m onths,the first-tim ersform ed 6 percentof
@
6.26
tim ers m ay seem a sm all proportion of residents overall, they did constitute a
play-goers and 4 percentofm usical/pantom im e attenders. The first-tim e gains in
the dance and opera publics were m ore significant, aî 19 and 16 per cent
respectively,and first-tim ers formed 8 percentofthe classicalconcertmarket.
@
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Fiqure71 Glasgow residents:firsttimeattendersasapercentageofaIlattending,
1990
Al1
@
First-tim ers as pefcentage
ofallattendefs at
@
Plays
M usicals/panto
Dance
Opera
Classicalconcerts
Jazz
Pop/rock
M useum s
Galleries
Literary events
@
@
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6.28
@
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6.29
@
6.30
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3
4
15
33
13
7
3
4
5
7
5
21
8
4
5
13
1
2
7
6
3
22
15
4
5
22
3
4
6
6
4
7
9
The reîurning at:enders accounted for9 points ofthe grow lh in the reach ofplays,
4 points ofjazz. 7 points of pop/rock and 7 points.of museums. The largest
rem aining poolofIapsed attenders w as in the area ofdance and opera,w ith 4 and
5 per cent of adults claim ing to be Iapsed attenders, com pared w ilh 7 per cent
currently atlending.Lapsed atîenders (those who *used to go*)stillformed between
2-14 percàntofthe population,depending on the ac form ,atthe close ofthe year.
@
*
4
6
27
40
11
8
5
4
10
W h11stfirsttim e anendance w as an im pocantdevelopm enî,the m ain extensions in
reach achieved during 199O cam e through renewed atlendance on the part of
residents w hose active interest had previously Iapsed. This effect can be seen in
relation to classicalconcerts. Of the 6 points extra reach achieved in 1990 lsee
Figure 72)only 1 pointw as accounted forby first-tim ers. As a proportion ofthose
currently going,the Iapsed group ofclassicalconcec attenders after 1990 w as the
sm allest am ong the different art form s.
@
@
11
5
43
33
6
8
2
3
11
M useum s and galleries have a broaderbased public and so the first-tim ers could not
be expected to be as num erous in this area, They form ed 2 and 3 per cent
respeclively,and w ere above average am ong the under35s.
@
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2
3
15
14
8
3
13
2
3
3
Laosed and returners
@
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4
19
16
8
2
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Source;System Three.
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M ale Fem ale ABCI C2DE< 35 35-54 55 +
95
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Figure 73 Glasgow residents:participation in culturalgroups, 1990
@
All M ale Fem ale ABC 1 C2DE < 35 35-54 55 +
@
Percentage ofadplts
parlicipatin: in
Art/craft group
Dance class/group
Theatre/m usicals
Choir
@
@
Any ofabove
@
12
9
19
1
2
0
1
1
3
1
1
3
3
1
2
4
3
1
3
1
1
0
2
0
1
0
2
1
2
0
0
8
9
13
14
' -' '
The ABC 1 par:icipa:ion overallat 19 percentw as m ore than tw ice the C2DE figure
(8 percent). Females w ere m ore active than males,especially in performing groups
(e.g, 4 per cen: w ere active in dance classes). Choirs attracted 4 per cent of
A BC 1s.
6.35
The small involvement of ABCIs in am ateur dram a/m usicals stands out.
Surprisingly,the oldest group appeérs to have been the m ost active age cohort.
Som e 14 percentof 55 + years were involved in one orm ore ofthe activities,as
against only 9 percentofunder35s and an average foraIIadults of 12 percent.
6.36
Lapsed interest in organised culturalgroups w as very high for Glasgow residents.
Som e 37 per cent had taken part in one or m ore of these activities in the past,
com pared with 12 percentinvoived now adays in 1990. ltis a pointofconcern that
lost inlerest w as greatestam ong the under35s and C2DEs.
@
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97
@
14
'
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6
5
2
4
6.34
@
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3
4
2
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1
0
1
Source:System T'hree.
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2
1
1
1
Photography course/class
W riting group/course
Film /video class/group
@
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3
1
2
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This view w as supporled by !6 percentofresidenls and a further 1O percenthad
no opinion.
Figwre 75 Glasgow residents;reactions to 1990 program me
@
Agree
#
Disagree
Neith-
Strongly Slightly Strongly Slightly er
Percentage ofadults responding '
to
statem ents on 1990 program m e
lm proved public im a:e ofcity 53
@
M ade city m ore pleasant place
to Iive/w ork
36
1
3
4
3
38
9
6
36
5
12
9
14 . 31
17
#
25
Encouraned spendinp by visitors 26
Only forvisitors to city
3
36
41
@
Plenty forp..!
lpeople ofGlasgow 25
39
'i'oo mucht6do
@
13
4
17
Tickets w ere good value
10
Too.m uch public m oney spent 22
28
23
8
9
11
.19
4
Don't
know
3
8
13
5
31
14
Source; System Three.
@
@
6.39
*
Other efunctionalbenefitsM of the 1990 program m e w ere strongly suppoced by
Glasgow citizens. M ostresidents agreed (67 percent)thatthe *1990 program m e
broughta Iotofm oney to 1he city because ofthe spending by visitors lo the citywith only 9 percentdissenting. 9y lhe sam e token,61 percentagreed (25 percent
strongly)that>the 1990 program me m ade the city a more pleasantplace to live and
w ork in*. Disagreem en!w as recorded by 13 percent,w ith 26 percentlaking no
view .
@
(ii) Procramm e content and manacement
@
@
6.40
for aIIthe people ofGlasgow -. Som e 64 percent agreed w ith this slalem ent, 25
percentstrongly,and only 17 percentdisagreed. Cn the question ofwhetherthe
program m e w as overloaded,som e 21 percentthoughtlhatthere w as too m uch to
do,w ith 17 percentneitheragreeing nordisagreeing and 17 percentdon'tknow s.
#
#
A large m inbrity (45 percent)disagreed,14 percentstrongly so.W hiIstthe balance
ofopinion wastbattickets w ere good value formoney (38 percent),as many as 43
percentfelîunable to give eithera positive ornegative response.
6.41
@
On the contentand conductofthe programme,views were Iess clearcut. M ajor
assentwas Qiven to !he statementthatethere was plenty ln the 1990 pfogramm e
A m inority (45 percent)offesidentsagreed that''too m uch publicmoney w asspent
the 1990 programm e?, including 22 per cent holding the belief strongly. The
majority ofresidentsheld otherpositionson thispoin'
t. Some 28 percentdisagreed
that*farto9 much w asspent/;14 percentbelieved itw asneithertoo much nortoo
@
Iittle;and a furthef 14 percent w ere don'tknow s.
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6.45
@
There w as no systematpc difference of opinion on !he outcome of the 1990
program m e between Glasgow City and OuterGlasgow residents. Attenders w ere
som ew hat m ore persuaded ofthe positive affects of the 199O program m e on the
im age and quality of life than non-attenders, w hich is hardly surprising. M ore
auenders thoughttickets w ere good vaIue (12 percent com pared w ith 4 percent
ofnon-attenders)and that :he program m e had som ething foraIIresidents (28 per
cent com pared with 16 per cen'
t). On the cost of the pfogram me,differences of
strong opinion w ere s
'm allerthan m ight have been expected. Only 23 percent of
non-attenders believed too m uch public m oney had been spent,com pafed w ith 21
#
#
per cent of attenders.
@
'
Figure 77 Glasgow residents: ''strong'' view s on 1990 program rne. by place of
residence and by attendance
#
Glasgow
City
@
Percentage of adults ''agreelng strongly''
that 1990 program m e
lm proved public im age ofcity
85
M ade city m ore pleasant
place to live/w ork
27
Encouraged spending by visitors
23
Only forvisitors to city
5
@
*
@
*
@
#
24
29
2
29
28
4
14
22
3
26
24
28
16
3
10
25
5
9
19
4
12
21
2
4
23
Percentaqe of adults ''disagreeing
strongly''that 1990 program m e
Only forvisitors to City
Too m uch to do
38
16
38
13
43
15
24
15
Hiohliahts
6.46
In an unprom pted question, residents w ere asked to nam e one particular event
which they'rem embered as a personalhighlightofGlasgow 1990. The resuits are
set in Figure 78.
@
#
40
Plenty for#.J1people ofGIqsgow
@
@
.
50
Too m uch to do
Tickets w ere good value
Too m uch public m oney spent
@
#
Events & attractions
Attepder Non-attender
Source: System Three.
@
@
Outer
Glasgow
101
.
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Figure 79
Glasgow residents at m useum s/galleries and theatres/concerts:social
profile.com pared w ith a1ladults
@
Percentages
#
#
M useum s,
galleries
Theatres,
concerts
Glasgow
adult residents
A ge
@
@
15-24
25-44
14
44
16
40
17
40
45-64
28
30
27
65 +
13
12
16
50
50
36
64
47
53
67
33
86
14
34
66
M ale
Fem ale
@
Socialclass
ABC 1
C2DE
@
Source:System Three.
@
6.49
#
age group,they provided som e44 percentofthe museum public and some 40 per
cent ofthe theatre and concertattendance. There w as som e concentration in the
45-64 year age group, especially at theatres and concerts (30 per cent of
atlendance com pared with 27 per cent ofthe population). The over 65s (16 per
cent of adult residents)were under represented at m useum s and galleries w here
they accounted for13 percentofvisits,and attheatres and concerts 12 percenth,
Under25s,w ho conslituted 17 percent ofadults,accounted foronly 16 percent
of attendance at theatres and concerts and only 14 per cent at m useum s 'and
@
*
@
galleries.
6.50
skew ed towards w om en who accounted for64 percent ofadm issions (com pared
w ith 53 percentfem ales in !he adull population). M ales at36 percent were very
m uch in the m inority. This is a sum m ary analysis and m ore details w ould show
variations betw een the differentkinds ofattraction.
@
@
ln term s ofgender,the Glasgow marketform useum s and galleries w as splitequally
betw een m ales and fem ales. The theatre/concert audience overall w as heavily
@
@
The Glasgow m arket for arls events and attraclions broadly reflected the age
s'
tructure ofthe population. W hile som e 40 percent of adults w ere in the 25 -44
6.51
ABC1s,w ho formed roughly onethird ofthe aduttpopulation,were in the majority
am ong resident attenders at both m useum s/galleries and thealres/concens. They
contributed 67 per cent of attendance at m useum s/galleries and 86 per cent at
theatres/concerts. Some 33 percentofGlasgow residents'visits were by C2DEs,
more than tw ice the proportion (14 per cent)to be found in lheatre and concen
audiences.
@
#
103
@
@
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loa.pue ellealjl o; ($uaa [email protected]) Xllelnzlued
pelldde Slq.l- 'anuah aelnalyied eql.'1!S!l oT M oôsel: m eele Teq; u!AI!Jeul!Jd BJRM
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atuos Sulatluotlpue S9J)e@q1Tv 'T1nSaJTueojjluôl: e :!aloas qolq XlaA!TeI@Jetll1nj
'SJOPSIA Ije JOlSantlaA M @u aJ/M Ueljénaa atjTpue XJaAODSIC Io ettloc aql 'MODSeID
%MoöselD 'paMa!AJaTtl! n)uM Xyq: aT!: aq: o) z!:!A Tsz!J alaq: SeM J!patkllela
slapueueMoösei: Ielo:lo Tuap 1ad rc amos 'silàalle: puestzlnasiii
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Jelnalued aqlo:sloTlsla atkll;TsaljaJaM allqnd M ossel: eq$Io suoluodold Tueollluôls
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Figure 81
@
To visit venue
Otherculturalvisits
G eneraIsightseeing
W ork
Shopping
Otherpersonalbusiness
Other
M useum s,
galleries
*
@
6.55
@
concerts
89
3
2
2
6
(iv) Transoor!
@
@
62
6
3
9
6
9
6
Theatres,
Source:System Three.
@
@
Glasgow residents atm useum s/galleries and theatres/concerts:reason
forbeing in this parlofGlasgow ,1990
Percentages
Carw as the m ain form oftransportto events and attractions,m ore so fortheatres/
concerts (61 percent)than m useums/galleries (51 percent). Taxis were used by
7 percentofGlasgow residents a:tending lheatres/concerts,w ith m any Iess (1 per
cent) visiting m useum s/galleries by taxi. Coaches w ere used by 3 per cent of
Glasgow 's m useum /gallery-goefsand 5 percentofthe theatre public,indicaling the
im portance ofIarge parties and affinity groups in these m arkets. As forthe principal
form of public transpoc, bus w as used m ore in the day (19 per cen! of
m useum s/gallery visits)than in the evening (11 percent oflhealre/concertvisits).
The train/underground w as less popularat 9 percentofm useum s and gallery visits
and 1O per cent of theatre and concert visits. Som e 11 per cent of Glasgow
residents w alked to theirm useum /gallery and 5 percent w ent on footto the lheatre
@
or concert.
@
@
@
@
@
@
#
@
@
105
#
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tl e Tpapnlaxa XlaDlelQJ/M tlelpllq: Tng '2eAO
pue Jn0l lo :ajuled u!Tuaa aad 9: pue Qlled u! papugue :TuaR!Sa: 10 lue:lJ@d 9*
atllos 'tlM o m!uo papuane allqnd aJ)eBk!)aM$lo luao Jed g j Aluo -Sao1!$!A XJalleD
pue ulnasntu ueq; Snolleealô alotu aJ@M Suaauoa/salleaq: Te STu3p!S9J M o5Se1D
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#
@
m useum s/galleries on lheirow n (43 percenthw ith only 6 percen'
tattending in Iarge
parties of fourorm ore.
*
H.
SUM M ARY
6.58
The Year ofCu'lture program m e touched the lives offour outoffive adults in tbe
rqgion.m ore so residents ofthe Ciîy than people in !he restofthe Glgsgow region.
Som e 74 percentattended atIeastone arts eventorauraction during the Year. As
forindividualartform s,34 percent w ent at Ieastonce to a musical/panto,23 per.
cent îo a play, 10 per cerlt to a classicalconcec and 19 per cent to a pop/rock
concerl. Som e 61 percentvisited a m useum /gallery and 33 percentsam pled free
@
#
*
street entenainm ent.
@
6.59
@
Responses to the event w ere broadly positive. Som e 89 per cent of residenîs
agreed thatthe 1990 program m e w as *good forGlasgow -,including 53 per cent
m str
onglye supporting the proposition. The pracsical benefits w ere strongly
qt/pppgyqj.
, with even 40 per cent of non-attenders agreeing strongly that it
*imp
'roved'the-publid'iriaqe cifthe Cityp. Views were Iess clearcuton the content
of the program m e and its m anagem ent, including the'issue of w hether too m uch
public m oney bad been spent, W hiIstthe over-55s w ere s'
trongly ofthe opinion 43O
@
percent)thattoomuch had been spenî,the majority ofresidentslhoughtotherwise.
@
6.60
The proporlion ofthe residentpopulation claim ing they Wcurrently attend- increased
in aIIartforms during 1990,ranging from 10 percentage pointsforplaysto 2 points
for opera. Curren! atlenders at classical concerts rose from 7 per cent of the
Glasgow population to 13 percent,w hich dem onstrates the im pactofthe opening
of'
the G lasgow Roy'alConcertH alI. Progress w as m ostm arked am ong ABC 1s (up
betw een 7 and 17 points). CZDES responded positively to 1990 w ith increases in
the range of 1 to 10 points.
6.61
Glasgow exceeded the British average reach in alIthe categories measured,plays by
#
@
@
6 points,dance by 3 points,opera by 1 point,and jazz and classicalm usic by 2
points each.and m useum s by an exceptional26 points. G lasgow A BC 1s w ere w elI
above their national average; C2DEs roughly reached '
their national average.
Glasgow females were qxceptionall: active; the males less so, especially C2DE
@
males,exceptforan above average inlerestin pop/rock and jazz.
@
6.62
@
@
@
@
#
@
#
Glasgow 199O stim ulated first tim e attendance in alIthe ar1 form s,amounting in
each case to 1-2 percentofthe adultpopulation. ln term s ofthe established public,
the firsttim ers ranged from 2 percentofattenders at m useum s to 16 per cent at
opera and .
19 percent atdance. The widersocialopponunities created by 1990
w ere dem onstrated in the 40 percent ofunder35s w bo w ere attending opera for
the firsttim e and the 11 percent of C2DEs at plays w ho w ere there forthe first
tim e.
6.63
W hilstfirsttim e attendance was an im portantdevelopfnent,the m ain extensions of
reach during 199O w ere achieved by renew ed attendance on the partofresidents
w hose active interest had previously lapsed. For exam ple, returning attenders
accounted for9 points ofthe increased reach ofplays,com pared w ith 1 pointfrom
first tim ers.
107
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7,
VISITOHS TO GLASGOW
A.
VISITO R M ARKFTS
(i)
7.1
Increase
Gtasgow 's visitor m arket for events and attractions falls into three parts:tourists
@
(staying overnightin the Glasgow region),day visitors to Glasgow (travelling from
hom e,not staying overnight,m ainly a regionalm afkel) and Rsecondar'y touristse
(day visitors to Glasgow staying aw ay from hom e,mainly tourists based elsew here
in Scotland). Itis calculated thatduring Glasgow 1990 the visitorm arketam ounted
to 2.93 m illion admissions forarts events and attraclions in the Glasgow region.
The m arket w as 85 percen'
tlargerthan in 1986 w hen adm ission ofthis kind had
totalled 1.59 m illion. The estim ated increase betw een 1989 and 1990 w as 72 per
cent,tourists up 68 percentand day visitors 75 percenr.
.'
@
(ii) Com oonents in 1990
*
*
The breakdow n of the 1990 visitor m arket is set out in Figure 84. Tourists
accounted for 1.50 m illion visits, day visitors 1 m illion and *secondary touristse
som e 0.42 m illion visits. The tourist m arket was m ore imponant to
m useum s/galleries,w ilh 1.31 million visits;and day visits num bered 1.12 m illion
including 0.38 m illion visitsfrom Psecondary tourists'. Day visitors w ere the larger
paq of the.theatre/concer'
t visitor m arket accounling for 310,000 adm issions
(including 40,000 esecondaries'). An eslim ated 188,000 adm issions w ere by
tourists.
@
Figure 84
@
@
Glasgow visitormarkets:adm issions to arts events and attractions.by
tourists,day visitors and secondary lourists, 1990
Thousands
@
M useum s,
galleries
@
@
@
@
Secondary tourists
188
270
40
1/5O3
1,0C6
425
AII
2,416
518
2,934
Source: System Three.
@
@
@
AII
1,315
736
385
Tourists
Day visitors
@
@
Theatres,
concerts
109
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B.
DAY VISITORS
Socio-dem ooraohics
The characteristics ofthe day visitorm arket w ere notdissim ilarfrom the Glasgow
residents m arket for events and attractions described in Section 6 above. Day
visitors attheaîres/concerîs were 67 percentfem ale and concentrated in tbe 25-44
age group (43 percent). The age profile ofthe day visitors to m useums w as m uch
the same (44 percent aged 25-44 yearsh,butmales were in the majority (57 per
cent).
Figure 85
Glasgow day visitors atarts attractions;socialprofile, 1990
@
Percentages
@
M useum s,
galleries
@
M ale
Fem ale
@
SociaIclass:
A BC 1
C 2DE
Age lyears):
15-24
25-44
45-64
65 +
@
h
@
@
@
@
@
@
@
@
#
@
#
57
43
Theatres,
concerts
.
33
67
83
17
83
17
10
12
43
35
10
44
31
15
Source:System Three.
Reclu!ars
Forthe m ostparl,day visitors to Glasgow 199O w ere fam iliarw ith the City and Iess
than 5 percentw ere new to the City. Nevertheless,a significant proportion ofday
visitors w efe encouraged to explore unfam iliar venues (25-46 percent)during the
Year ofCulture.
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Partv size and transoort
7.8
operationalfeatures of day visiting to Glasgow 199O are detailed in Figure 64.
Significant proportions ofday visitors w ere in parties offourorm ore, 16 per cent
atm useum s/galleries and 35 percentattending theatres/concecs. This is reflecled
in the choice oftranspoq m ethods. Private coaches w ere used by 12 percent of
day visitors to m useum s and 17 percentto :heatres. Unsurprisingly,in a regional
context/trains w ere the m ostpopularmethod ofpublic '
transpor't, Som e 26 percent
ofday visitors to m useum s and galleries w ere accom panied by children,butonly 7
#
percent took children lo theatres/concerts.
@
Figure 88
Glasgow day visitors at arts attractions:parly detailand m ethods of
transport,by artform . 1990
Percentages
@
M useum s.
galleries
@
Theatres,
concerts
Size ofparty
1
2
3
4 ormore
33
44
7
16
13
41
11
35
@
Accom panied by children
Yes
Nb
26
74
93
@
M ethod of transportto venue
@
@
57
2
4
12
23
2
Car
Taxi/hrre
Bus
Private coach
Train
Other
@
@
7
57
1
4
17
18
1
Source: System Fhree.
@
(v) Reasons forvisit
@
@
@
7.9
The reasohs cited by day visitors to Glasgow 199O visiting the City are set out
Figure 89. Visitinq the parîicular venue w as the main point fof 51 per cent of
m useum and gallery day visitors. A further20 percentofvisits w ere Iinked to other
culturalevents orgeneralsightseeing. *secondary reasons'applied to undera third
ofday visitors to m klseum s/galleries e.g.work (9 percent),otherpersonalbusiness
(11 percent)and shopping (3 percent). The relatively low score forcasualvisits
partly reflectsthe non-centralIocation ofmosîofthe majormuseum/gallery sitesin
@
Glasgow . UnsurprFsingly,for dav visitors at theatres/concerts the overw helm ing
reason (94 percen:hw as to visitthe particularvenue.
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Figure 90
Glasgow and Scottisb tourism :trips and bednighlseby domestic and
overseas tourists
@
Thousand and m i1Iion
1984
@
@
Glasgow
Trips (thousand)
Dom estic
Overseas
@
1,834
2O0
1,600
24O
5.0
1.5
5.0
2.2
Scotland
Trips (thousand)
Dom estic
13,100
Overseas
1,100
Bednights (m illion)
Dom estic
62.7
Overseas
11.0
Bednights (m illion)
Dom estic
O verseas
@
*
@
@
1985
1986
1987
1988
1989
..*
320
1,760
(260)
1.800
280
1,780
320
5,4
1.8
5.0
1.8
6.0
2.2
12,600
1,2O0
11,900
1,300
13,400
1,400
11,050
1,360
...
1,420
57.1
13.1
55.6
12.8
58.1
13.4
52.7
13.3
13.7
.
Source: Scotlish Touris! Board.
@
@
* Change of m ethodologîes.
7.12
*
#
Glasgow experienced positive developm ents w ithin !he trade in !he 1980s. Several
Iarge city-centre'hotels w ere com m enced and there w ere oîherinvestm ents in both
the budgetand quality ends ofthe m arket, Conferencing advanced strongly and an
events Ied strategy,incfuding the 1988 Garden Festival,w as evolved. The tourism
strategy forGlasgow as reported to the Coordinating Com m ittee oflhe IDO took full
account of the petentialsignificance ofculturaltourism . lt contributed to a new
m arket segment to the City's tourism business w ith distinctive dem and and trip
characteristicsin which m useumsand galleries(especially the Burrellwerethe major
attraction). Generally, changes in tourism m arkets tow ards shortbreaks, more
sophisticated tastes, urban tourism and activity holidays reinforced the cultural
@
tourism opportunity.
@
(iii) GreaterGlascow TouristBoard and Convention Bureau'
*
#
@
@
@
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7.13
GreaterGlasgow TouristBoard and Convention Bureau continued to build credibility
in :he trade and deiivered significant advances in the professionalism and focus of
its destination marketing activities. During the 1980s, unm istakable signs of
im provem ent in the im age ofthe City began to appear. *M iles Bet-ter/ w as a w ell
tim ed cam paign w hich boosted confidence in Glasgow . Tourism prom otion pursued
the repositioning ofGlasgow on a culturalplatform by playing lo the strengths ofits
culturalassets.Buta degree ofrealism inform ed these developm ents,especially an
understanding thatGlasgow m ustprove itselfcapable ofdelivering consistentand
115
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ysleuJJoTISIA 0$ %aa!A2aS Xlljenb qôjq
.)
+
!
O
@
@
@
Figure 92
British and overseas tourists to Glasgow 1990:culturalvisits pertrip
Num ber
@
British
Overseas
M useum s/galleries
Theatres/concecs
2.17
0.39
2.61
0.35
Culîuralvisits perlrip
2.56
2.96
@
@
@
@
(iii) Trios and acoreaate value
Tourist trips to GIasgow 1990 (defined as a trip/for W hatever purpose/ w hich
involved acendance at one or more arts event and/oratlraclion) are calculated to
@
h'
ake béen 555;000.'Average culturalvisits pertouristtrip are setoutin Figure.92.
Aggregate touristadm issions atarts events and attractions in 1990 w ere divided by
average culturalvisits per totlrist trip to give the aum bers oftourist trips involving
@
som e contactwith the 199O programm e. Overseastourists accounted for208,000
or 37 percent oftrips and British tourists 347,000 or 63 percent oftrips. They
spent an estim ated 3.05 m illion nights in the City and their expenditure totalled
E179.9 m illion. Overseas tourisls accounted for 1.25 m illion nighls in Glasgow .
The bednighî totals for British tourists sam pling the 1990 programme w as 1.8
m ilIion.
@
@
Figure 93
@
Glasgow 1990 tourîsts;trlps,bednights and expenditure
Thousand and E m illion
@
British
Overseas
AII
@
Trips (thousand)
Bednights (thousand)
Expenditure (E million)
@
347
1,804
87.13
208
1.248
92.73
555
3,052
179.86
*
@
*
@
@
*
@
(iv) orinins
(a) Domestic
7.18
England W as the m ain source of British tourists lo Glasgow 1990,w ith London &.
the Soulh East accounting for 42 per cen: of trips. The North of England w as
anolherim portantsource.especially fortrips w ith a perform ed arts focus,at 15 per
centofthe total. The Scottish marketprovided only 21 percentofGlasgow 1990
British tourists. In com parison,tourism overallin Scotland depended m ore on the
1!7
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#
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Figure 95
Oversea! tourists to Glasgow 1990: by counîry of origin,com pared
w ith aIIScotland m arket
Percentages
#
#
Glasgow
1990 tourists
AIItourists
to Scotland
20
13
11
:1
9
35 .
26
8
8
USA
Canada
Australia/Nz
France
Germ any
Other
*1
@
#
#
100
AII
7
12
39
100
Source: System Three;Scottish Tourist Board.
. Eire and Northern lreland 6 percenl.
@
(vh Socio-dem oclraohics
@
#
@
(a1 Dom estic
7.20
.
Glasgow 1990 attracted more British lourisls in socialclass AB (42 percent)than
Scotland (26 percent)as a w hole. In term s ofage Glasgow 1990 tourists follow ed
the national pattern, but there w ere rather m ore fem ales in !he Glasgow 1990
market (51 percent)than in the Scottish m arketas a w hole (46 percent).
@
#
@
#
#
@
#
#
@
#
119
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Figure 97
Overseas tourists to Glasgow 1990:socialprofile by English and nonEnqlish speaking
@
@
Age (years):
15-24
25-44
45-64
65 +
@
@
M ale
Fem ale
@
Socialclass:
AB
CI
C2
DE
@
@
English
speaking
Non-EngIish
speaking
7
52
28
13
39
39
19
3
44
56
59
41
58
33
7
2
49
39
1Q
1
Source:System Three,
@
(vi) Lenqth ofstav
@
@
@
@
(aà Dom estic
7.22
Glasgow 199O tourists stayed in the City an average of 5.6 nights. British tourist
stays w ere shortera:5.2 nights,com parable w ith a 5.1 nightaverage foralItourists
to Scotland. The shortstayers (1-3 nights)form ed 51 percentofthe market w ith
36 percent staying 4-7 nights.
Figure 98
Glasgow 1990 tourists: Iength of stay in Glasgow , by British and
overseas
Percentages and num ber
@
Glasgow 1990 tourists
British
Overseas
@
Percentage staying
@
@
*
1-3 nights
4-7 nighls
8 + nights
51
36
12
Average Iength ofsley (days)@
6.O
Source: System Three.
* Excluding those staying m ore than 28 days.
@
121
@
@
43
29
28
.
*
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tourists f74. Higher spending on shopping accounted for m ost of !he larger
overseas average.
@
Figure 100 Glasgow 1990 tourists;spend per24 Nours,by category
@
@
Tourisîs
British
Overseas
@
@
@
@
7.35
4.65
6.60
48.00
74.00
29.50
2.39
n.a.
8.80
2.10
W ithin region.
E.
@
@
Totat
11.00
14.60
10.60
5,60
4.20
1.90
12.40
16,50
35.00
4.00
3.90
Source: System Three.
*
@
Travel*
Entertainm ent/tickets
Food/drink
Accom m odation
Shopping
Other
Day
visitors
TOURISM PATTEHNS
Role ofculturalattractions
7.27
No1alIGlasgow touristsattending culturalevents and attractions during 1990 visited
tlne City in whole orpar!to enjoy i!s culturalatlraclions. Bultthe pulling powerof
acs events is illustrated by the fact that tw o in every five visitors (39 per cent)
@
#
claim ed that culturalevents w ere the Nsole* or every im portantp reason for the
decision to visit Glasgow , A furlher 27 percen'
tcsaim ed that culturalattractions
were *quite im portant* in the decision. For as m any as 19 per cent of Britisb
tourists,theatres/museum s/etc,w ere the *sole reason-forthe trip to Glasgow . For
overseas visitorsthealres/m useum s,etc.played a sionificantrole (influencing 65 per
cent overall),though foronly 5 percentw as itthe 'sole reason*.
@
@
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@
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*
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of extra destinations with 62 per cenl of those visiting elsewhere intending to
include it on theirtrip. Amongst British tourists engaged in widertouring/Iess (44
*
tw o cities plus counvvzide;for Briîish tourists w as one citv plus countryside. The
Highlands and lslands w ere !he otherdestination m ostoften cited by British tourists
percint)'inlended to go to Edinburgh. The pattern foroverseastourists wasthe
(23 percent), The Highlands and Islands w ere even more popular w ith overseas
visitors (6O percent).
@
@
Figure 103 Glasgow 1990 tourists:Glasgow only orvisiting elsew here
Percentages
@
British
Overseas
55
45
16
84
@
G lasgow onIy
Visiting elsew here
@
Source:System Three.
@
(iii) Secondarv tourists
@
@
W hi1st Glasoow 1990 contributed to the w ider pattern of Scottish tourism ,it was
also a beneficiary oftourists based in otherparts ofScolland. pSecondary tourists(staying elsew here and vîsiting Glasgow forthe day)w ere responsible for425,000
admissions to events and attractions during 1990,the equivalentof30 percentof
lhe day visitor m arket. Secondary tourists w ere especially im pocan'
t to the
@
m useum s and galleries representing 34 percent of theirday visitorm arket.
7.31
@
@
@
@
@
@
*
@
@
@
ln term s ofthei/origin/1990 secondary tourists were sim ilarin profile to Glasgow 's
prim ary tourists. London & !he South Eastshow ed strongly in the British m arketand
Nor!h Am erica w as the principal m arket for secondary overseas tourists. M ost
secondary tourists w ere draw n to Glasgow to visit particular attractions (52 per
cent);though generalsightseeing w as1he m otivation for19 percentand som e 9 per
centcited ptaking advantage ofthe City of Culture celebrationsm.
*
w
#
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.
.066 k
.
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'
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(j
.
oj
v.
#
#
#
Figure 1O6 Edinburgh tourists:aw areness ofGlasgow 1990 and inte'
ntion to visit.
by InternationalFestivaland Fringe Festivalattenders
Percentages
*
@
Festival Fringe
#
Britain (excluding Scotland)
Europe
North Am erican
Other
@
@
@
7.33
@
@
Festival Fringe
100
96
62
69
29
46
39
50
34
43
50
28
'
.
Among Edinburgh Festivalattenders,British tourisls w ere less likely to visitGlasgow
(29 percent)than tourists from continentalEurope (46 percentl. North Am ericans
w ere b0th Iess aw are and som ew hatless Iikely to visit. This survey resultsuggests
that belw een.third.and a half.of Edinburgh Festival tourisls could have visited
Glasgow as par!oftheir 1990 trip.
REACTIONS AND M APKET POTENTIAL
@
@
96
98
78
88
Source: Scotinform .
@
@
Intend to
visitGlasgow
Aw are of 1990
celebrations
(i)
7.34
New m arkets and reneatvisits
A positive feature ofGlasgow 1990 w as the new overseastouristm arketitreached.
Som e 52 percentofthe English speaking overseas m arkethad notbeen to Glasgow
in the previous five years. The figure forthe non-English speaking m arket w as 71
percent,im plying significantnew inroads fQrGlasgow into the'European shortstay
m arket.
Figure 107 Glasgow 1990 tourists:previous visils to Glasgow
Percentages
@
@
@(
@
British
tourists
Yes
No
DK
57
41
1
@
@
@
A 11
Percentage visited previously
Source: System Three.
#
Overseas tourists
EngIish Non-EngIish
127
44
52
2
27
71
2
35
62
2
*
PCî
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e âluo 'pultu Jleql pasueqa Dulssaldap pue qDncu XTfn @qTTqönoqlXlsn0laeld peq
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d 'eagesltgu!
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Io Suollezcedxe M oIXugad ql!M M oösel: o; @tuea oqM 'STSIJnOT öulxeeds qsjl:ua
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aaloqc @qTpaTels:
ksllnoTIIv 'M /IA $!qTMTIM plaq SJoTISIA Seaszeao pue qs!1!2g'qloq 10
Tuaa Jed ç: qsnoqz zAzja ulapotu e M oôçel: punolJaM aIJaqzeb '.eeS oT%ôulqTpue
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e @AF; O66L 'MOOSeID 10 tJO!1Otu0Jd uJsllno:UIJa;Jasuol10 1X81tJ03 @tl1ta!'ln:
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01 M @tl @J@M lkIR::
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rks
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#
#
#
@
Figure 109 Glasgow' 1990 tourists:change in response to City since visiting
#
Overseas
+ 15
+ 11
+ 16
+ 24
+5
+ 10
Percentage pointdifference
follow ing visi'
t
An anraclive city fullofold buiidings and
#
things to see
M odern city with yots to see and do
Offers varietv ofm usicaland theatrical
events of high quality
@
Lit-tle choice in term s ofm useum s and
galleries lo visit
Rough and depressing pIace
#
#
@
British
'
-2
-18
Source: System Three.
(iii) Future visits
7.38
@
W hile som e 28 per cent of respondents w ere uncertain about halidaying in the
Glasgow prea in the nextthree years.halfthoughtthey w ere Iikely to do so. British
tourists were most Iikely to return (74 percent),w ith as few as 14 percentfirm ly
set against. Overseas visilors were less Iikely to return (English speaking 53 per
cent)and others (45 percent). Am ongst:he latter/35 percentwere stilluncertain
of theirfuture intentions.
@
Figure 110 Btitish and overseastourislsto Glasgow 1990:Iikelihood ofrepeatvisit
w ithin next three years
@
Cverseas tourists
British
#
è
#
Percentage likely to relurn.
Yes
No
Don'tKnow
#
. W ithin nexî three years,
@
@
#
@
@
Source: System Three.
74
14
12
English
53
27
20
.
nop-English
45
21
35
AII
50
23
28
*
@
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):1!lOJd eql Ptle Jaqtzlaldas
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aazns zetzltuns
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@
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(iii) ()rillir!s
The majority t63 percent)ofthose interviewed were visitors from o'
verseas.
@
Percentages
@
RestofScotland lnotGlasgow area)
@
Australia/New Zealand
Europe
Other
@
England/W ales/lreland
UsA/canada
7.42
Alm ost half of the overseas visitors w ere from Europe but there w ere also
substantialproportions from the USA,Canada,Australia and New Zealand. Only a
very sm allproportion (4 percent) ofthe sam ple were from Scotland, but exaclly
one-third (33 per cenl) of respondents were from other parts of the British Isles.
The relatively smallproportion ofBrilish visitors is probably due to 1he fact thatthe
survey look place atthe very end ofthe m ain sum m erholiday period w hen children
had returned to school. Also,!he City centre Iocalions ofthe interview s.m ay have
contributed to this high propocion ofoverseasvisitors. M any ofthese w ere on their
firstvisitto the City and tlnus would be m ore likely to be found in and around the
City centre. In contrast,visitors from Britain w ho m ay w ellhave been to the City
before w ould be m ore likesy to go directly to the various visitorattractions/several
ofw hich are outw ith !he City centre.
7.43
There w ere som e vafiations in the a9e profiles of respondents from different parts
of1he w orld. Generally,itappears thatvisitors from Europe tended to be younger
than those from the restofthe British lsles and the USA and Canada. Som e 79 per
centof Europeans interview ed were underthe age of35 years.
@
@
@
@
@
4
33
18
11
29
5
*
(iv) Destination
@
@
@
@
*
The mafority (6O percent)ofrespondents were sêaying in the Glasgow area while
37 per cent wefe nsecondary tourislsp,staying elsewhere in Scotland and visiting
Glasgow forthe day. These figures suggestthatGlasgow is an im portant holiday
destination as w ellas being a place to visitfora day w liile on holiday elsew here.
Those m ostIikely to be slaying in the Glasgow area w ere;
in 1he 35-54 a:e group (74 percent);
in the AB socialclass (64 percent);
from English speaking countries outside the British lsles (64 percent).
In contrast/it w as the younger respondents, particularly those in the'25-34 age
Qroup (45 percentlwho w ere mostlikely to be visiting Glasgow forthe day.
Only 18 per cen' of those staying in Glasgow treated it as'the sole destination.
@
@
@
@
@
lfrespeclive ofwhere they were staying,the majority (81 percent)ofrespondents
w ere planning to visit other parts of Scotland during their holiday. Those not
intending to visitotherareas were mcstlikely to be British (27 percent)anJ tbose
w ho had been to Glasgow before (26 percent). Edinburgh and the Highlands and
Islands w ere the tw o m ost popular destinations, not oniy for holidaym akers in
generalbutalso forthose staying in Glasgow . Som e 63 percentofthose staying
*
g
Zft
u Auem Tuehaoqv asoqTIo Tuaa
paTlslâ sem M (?ô!:jD :,M pôSe1D '& aIj:>Jo turjasnt,
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.
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*
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esotlT lo luaD J@d 9: BLLIOS ''S1uaAa IelDad: @qT 10.au0 JO âlalle: 'ttll
t
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i%luepuodSal Japlo Btll:eM T! 'aA!1e!1!u!elnljn3 j.
o A1!3 @qTIo asneaeq M oôkelD OT
palaelne eq 01 peleadde eaolaq XT!3 aqTol u/aq T0u pçtlOqM psoql pue #e#S?#A0
IAIOJI SJCP:
kISIA 'Sltl/puodsazJ/öunoA aqT 21!qM '(1u@:)Jad Gé)Sluapls/)q%!1!J; ueql
(1tJ@3 J@d j%J.)Sajlalleô/tunasnl.u pepuane SJOTISIA %eaSJaAO J/M AIaaqTeH 'M OôSeI:
u! âel: J!@q1 ötllanp uojslqlqx'a Ielaad: J0 Aialleö 'tunasnttl e IISIA 01 ôl.llptlelu!
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'(Tu@3 Jad (E)s':ela jefaos
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z:Tuepuodsal Japlo /qT Xq pelnoaereq'm paleadde''Blqellehe uolTepotutuooae Io
edA.
lealsuadxa T:ottl'eqTse zel@ToH 'sâeplloq . ôujznoT. uo @:oqTJo)X.
Tlllqlx/jlJ3II0
uollipokukuoaaelo sadAzeseqlIo qTo'g.'uolsepotutuoaaeTsea ealq puqpaq u!paâeT: '.'
oele (1u@c'Jed 6 k)uoluodold IelïueTsqns e Tnq .A4!3 aqT u!pasn uolsepotutuoaae
lel:lliululo: lo edâ; ujetu atlTaq oTpayeedde :la10H 'SaA!1eI@;ptle SPU/IJI90 BSn
epettlMoôsejD u!Tqôluauo.Tsee)lepaAeTsoqM aeotll)j (TuaoJatj6rjpjjqysysowjv
@)
lseldeeag ptle p@g
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9r
9:
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kl
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k
j,
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u!uolTepotutuooae Io sadh.
)uletu.eaaqlu!paAel.: SJo1!s!a sM oqs M ol@q alqm @q191
U.0!$V;)Ottll
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-
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.spuejsjjueSpklejqijjjaqlo)
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j )!$!A oTpapualu!M oô$e)D u!
#
#
#
#
@
by 28 percentofrespondents and the Kelvingrove and M ct-ellan Galleries w ere each
visited by approxim ately one-fifth ofrespondents.
7.49
#
#
Som e 31 percentofthe sum m erleisure tourists had been to the theatre/a conceq
or some other form of live entertainm ent in Glasgow , ln tbîs case rather m ore
overseas visitors (34 per cent) attended com pared w ith British residents (25 per
cent). Once again,it w as those w ho had been to the City before and intended to
visit it again in the future w ho w ere m osî Iikely to have been to the theatre or a
concert, Due to the sm all sam ple size it is difficult to draw conclusions but it
appears thatthe visitors m ostlikely to have been to the theatre w ere those over54
years ofage and those in the A B socialclass. Concerts and otherIive entertainm ent
seem to have appealed m ore to the younger respondents and those in the Iow er
@
socialclasses.
#
(vii) Reasons forvisit
7.50
@
To assess the relative im portance ofthe role ofthe 1990 CulturalCapitalofEurope
initiative in attracting visitofs'
to the City,respondentsw ere asked,unprom nted,their
' --m ain reason for.visiting Glasgow . This produced îhe.follow ir!g replies:
Percentages
@
!
To visit city/one of Iargest cities/
neverbeen before
To see fam ily/friends
@
Sightseeing
Because it was Culture Capitai
To visit m useum s/galleries
Touring/visiting Scotland
Been before/lived in area
To atlend/take part in an event/activity
Sbopping
En route/stopping off point
@
@
*
:
36
18
16
15
13
12
12
9
8
7
Although the majority ofrespondents,including b0th those staying in Glasgow and
those staying elsew here in Scotland,seem to have visited Glasgow sim ply to see the
#
#
#
#
City and forgeneralsighlseeing,a substantialproportion (15 percent)claim ed lhey
went to Glasgow specifically because itw as the CulturalCapitalof Europe 1990.
A further 13 per cent w ere visiting m useum s or.galleries w hich w ere part of1he
199Q Culturalprogram m e.
7.52
To investigate furthertheirreasons forvisiting Glasgow ,respondents w ere show n
a list of factors and asked wbicb one was rnost im poftant in influencing their
decision to visitGlasgow . Responses are listed below :
@
@
#
@
@
133
*
@)
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27
34
Very im portanî
Quite im portant
Not/not at allim portant
7.57
lt is notsurprising that the culturalevents taking place in Glasgow generally seem
to have been m ore im portantforthose groupsofrespondents w ho w ere m ore Iikely
actually îo visit a m useum or gallery or go to the theatre or a concert during their
stay: those in the 25-54 age group;British visitors;those s'
taying in Glasgow and
those w ho had been to the City before,
7.58
How ever,there were a few surprising points - 53 per cent of visitors from other
English speaking countries claim ed the cultural events w ere im portant but the
proportion w ho claim ed the European Ci'
ty of Culture w as the .m ost im portant
influence w as sm allerthan forothervisitors. Am ong these generalleisure tourists,
culturalevents were im poqantfor58 pefcentofthe C2DE class com pared w iîh 47
@
percentofthosein theABC1class.Althoughtheculturaieventsmighthave been
expected to be ofm ore im porlance for1he highersocialclasses,77 percent of1he
C2DE classes visited a m useum orgallery com pared w ith the average of74 percent
and 30 per cent w ho w ent to the theatre, a concer: of som e kind of live
enteqainm ent.
@
@
#
G Iasgow 1990
sum m ertourists
Sole reason
@
#
CentralGlasgow
Response to Citv
7.59
In an attemptto m easure visitorsêim pressions ofGlasgow and ally change in these
w hich took place as a result of their visil, respondents w ere read a series of
*
statements abou'
tGlasgow and asked w hich they thoughtapplied to Glasgow before
and aftertheirvisit. The procedure w as identicalto thatfollow ed in the exit surveys
at1he venues (iee paras.6.43 and 6.44 abovel. The statem ents and the reaclions
*
to them are deîailed below :
Percentages
@
Glasgow is an attraclive city,
fullofoId buildings and things to see
Glasgow is a modern lively city w ith
Iots to see and do
@
After
Change before
and afîer
70
+ 23
47
+ 13
1
-3
25
+9
The city offers Iittle choice in term s
@
ofmuseums and gallerieito visit
The iity offers a variety ofm usical
and theatricalevents ofhigh quality
#
7.60
@
@
#
*
@
Generally these figures suggestthat Glasgow has been successfulin its effons îo
projecttheimage ofan attractive city offering visitorslotsto seeand do. The other
significant finding relates lo '
the change in visitors'im pression ofthe City because
of their visit. W ithout exception,there w as a significant increase in the various
positive statements abou! tlne City and a decline in the negative statements.
Although !he propocion ofvisitors whose im pression ofGlasgow w as ofa *rnodern
Iively city w ith Iots to see and do* did notincrease by quite as m uch as a result of
*
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i
#
Influence on visitors
Glasgow 1990 tourists and day visiîors w ere asked aboutfactors affe'
cting theirdecision
to visitthe City. Am ong tourists,som e 28 percentcited advertising as an influencea22
per cent mentioned specific City of Culture adverlising and 6 per cent *general
advertisingp for Glasgow . Tourists interviewed at theatres and concerts w ere most
influenced by City ofCulture advertising (32 percent). By the same token,m useum /
gallery tourists were m ore Iikely to cite Cily of Culture advertising (27 per cent)than
British tourists (13 percent). Press articles w ere m entioned by 5-8 percent. Previously
know ledge of the City w as an im portant factor for 30-35 per cen! of tourists and
recom m endalionsby friendsorrelationsw ere anotherim portantînfluence,especially w ith
@
@
@
overseas visitors.
@
Figure 112 Factors influencing decision to visil Glasgow 1990
@
Tourists at
@
m us's/g'
all's
Brit.0'seas
@
theatres, M us'sJhea's
concerls
Percentage m entioning
@
galls con's
'
Previous know ledge ofcity
35
' '
30
32
34
Recom m endation by
@
*
*
Tourists at Day visitors
friends/ralations
Advecising for:
23
37
29
13
16
City ofCulture
G Iasgow generalIy
Press aqicles
13
5
5
27
6
6
32
8
2
5
2
4
11
9
9
Source:System Three.
7.66
#
@
City of Culture advertising had m uch less influence on day visitors. General
advertising of Glasgow was almost as im portant (9 per cent) as City of Culture
advertising l11 per cent) fof theatre and concertgoers. M useum and pallery
attenders claimed to be Iittle influenced by eilher form of advertising;(5 percent
ciîed City ofCulture,2 percentgeneraladvertising). ln recognition ofthe success
ofthe Glasgow 1990 m arketing cam paign,the GreaterGlasgow TouristBoard w as
given fourmajormarketing awards in 1990: the Scottish Marketing Award,the
Scotm edia Adverlising Award,!he Scottish Tourism Qscar, and the.UK Tourism
@
A w ard.
#
TOURISM CONTEXT
@
(i)
7.67
@
#
@
@
Role ofCultucaltourism 199O
The best available estim ates ofîotaltourist trips to Glasgow are set out in Figure
113. There w ere approxim ately 1.22 m illion trips, some O.9 m illion by British
residents in 199O and O.3 million by overseas tourisls in 1989 ttlne latestavailable
137
*
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.
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#
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@
(iii) Nationalcontext
7.70
visits were effects of 1990,orwere to any degree anticipated by som e rising trend
in the late 1980s,cannotbe m easured. Butitw ould seem Iikely thatthe bulk ofthe
change w as confined to 199Q and this w as the assum ption behind the touristvisits
estimated for1989 inpara.5.6above.Thebackgroundtotiepositiveoutcomefor
@
Glasgow 1990 is setby a pooryearforBritish dom estic tourism ,with a 13 percent
fall in trips to alldestinations (according to UKTS data supplied by the Scortisb
Tourist Board)in 1990 com pared w ith 1989. Though Scotland experienced the
sharpestdrop,dow n 23 percen'
t,culturaltourism to Glasgow 1990 appears to have
bucked the trend,The movem ent 1989-1990 in Bfitish residenttourists trips by trip '
destination can be sum m arised as follow s:
#
@
Percenlage change
@
-6
12
- 12
- 23
- 13
-7
. 12
Northern Ireland
EngIand
W ales
Scotland
A lIUK destinations
Non UK destinations
*
@
*
W hether'
the changed balance ofoverseas and domestic touris'
ts and the jum p in
-
A1Idestinaiions
7.7 1
The business sector in Scotland experienced a severe fall (dow n 43 per cent).
Visiting friends and rela:ives also dropped sharply:
Percentage change
#
scotland
.
@
Holiday
1-3 nights
4 + nights
All
*
@
#
#
#
@
@
#
@
@
J,
12
17
15
-
-
UK
-
13
7
9
-
Non UK
6
1O
- 1Q
-
-
Visiting friends/relatives
Business
-
43
-2O
+ 16
-
!)
-20
+7
A lI
-
23
-13
-7
TRADE
Hoîesoccuoancv
An indirect indication of the wider boost given to tourism by the Glasgow 1990
promoîion can be gained from severalothersources. The Scottish hoteloccupancy
survey.com m issioned by the Scotlish Tourist Board,show s that room occupancy
in Glasgow increased one percentage pofnt from 60 to 61 per cent in 1990.
Average Iength ofstay rose from 2.1 to 2,2 nights,and bed occupancy by overseas
visitors increased from 6 to 8 percentofthe îotai. In contrastto the UKTS figures
for 1990,the occupancy survey w ould appearlo show Scottish hotels operating in
a relatively stable climate,though in Edinburgh room occupancy fellfrom 57 to 54
percenî and the overseas bed occupancy dropped from 11 to 8 percent.
139
*
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ZL'L
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#
@
Figure 115 Giasgow Touristlnformation Centre enquiries:by British and overseas
@
visitors
Percentages
@
Enquiries change 1989 - 199O
British
visitors
@
*
@
January-M ay
June-Decem ber
+ 15
+ 70
Year
+ 50
@
Source: GreaterGlasgow TouristBoard
*
CODVQF1tiOrlS 3fld CORfQrcflC0S
.
7.75
*
@
@
..
Overseas
visitors
+ 48
.
.
The grow th in conference and convention business w as partofa longerlerm lourist
strategy forthe City. ltw ouid appearthatGlasow 199O proved an exceptionalyear
in w hich/'according to inform ation available to the GreaterGlésgow Tourist Board
(GGTB), Glasgow hosted some 120 conferences, accounting for some 48,000
delegates. The 1989 figures w ere 44 conferences and an estim aled 16,500
delegates.
Figure 116 Glasgow conferences and c/nventions
Num ber
@
1988
@
@
@
@
@
Conference size
Under5OO
550-999
1,0C0-1,999
2,O00 plus
Total
1989
1990*
1991-97b
23
9
3
2
38
4
1
1
82
30
7
1
46
14
13
12
39
44
85
Source: GreaterGlasgow Tourist Board.
Bookings known to the GfeaterGlasgow Tourisl Boafd.
*
The fruits ofthe Iongerterm strategy can be seen in conference bookings through
to 1997,which include 12 conferences of2,000 plus delegates,m ainly in the areas
@
GGTB,atleasî 21 specialistconferences in the culturalfield were held in Glasgow
durfng 1990,drawing som e 7,50O delegates. GGTB listed the following:
@
#
@
of scientific and professionalcongresses and business gatherings. According to
è
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7.78
But the view s of consum ers w ere generally tha'
t Glasgow Iived up to its
expectations:
@
,I'd Iike to go. It's aIIbeen redone,hasn'tit,and ilseem s nice,a 'City ofCulture'
or som ethingf.
@
*lt's had a big clean up,basn'tit?*
@(
-A few years ago you w ouldn't have thought of going to Glasgow ,but lhey're
revam ping it,and 1'd probably considergoing there now .''
*It's a changed place*.
@
*1have heard it's allbeen redone and there alw ays seem s to be som ething going
on there. tt's îhe City of Culture this year, isn't it? There w as the Garden
Festival. Cn the television,the shopping centres seem absolutely super.-
@
pGlasgow ,Iw ould have said a couple ofyears ago lw ouldn/t w antto go there/
but now it's had its culturalrenaissance,it's a place Ithink 1'd like to go to.M
@
@
*W e had a stay in Glasgow -w e w enlto tha! big m useum 'outside Glasgow -its
nam e escapes m e. W e'd heard so m uch about it, ory the television m ainly.
Glasgow lurned outto be a rem arkable nice city.'
*
p1've been before and it's a sm ashing place. 1'd Iike to go again.*
7.79
#
The attilude ofcoach operators tow ards Glasgow 's new im age as reported by U R
tended to be m ore cautious:
>Ten years ago you w ou1d puta lourin G Iasgow at your periI...butm y parent
com pany has now introduced i!in its brochure ...Glasgow has altered its im age
dram atically overthe last 1O years ...you can see it and feeIit in the city ..,the
taxidrivers'attitude to theircity,the bus drivers,etc.>
@
@
pGlasgow is another of these places that's trying to convince people that it's a
tourist centre ..,l'm not sure ifit's foroursortof people*.
@
7.80
@
'FT'R concluded that,w hilst ittakes a grea! dealoftim e and m oney to change the
im age ofa cily,lthis has been achieved to a rem arkable extentby Glasgow *. Itw as
also observed that *îhere is stillsom e w ay to go before universalacceptance that
(Glasgow lis an attractive destination,.
@
K.
SUM M ARY
@
7.81
Glasgow 1990 was a success in tourism term s. Tourist trips to Glasgow which
involved attendance at arts events and attractions are calculated at 555,000,the
equivalent of 45 per cent of totaltrips. Visits to arts events and attractions by
*
touris's were 81 percentabove the 1986 Ievel. -rIC inluiries in 1990 wtre 48-50
percent higherthan the previous year.
@
@
@
@
143
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'
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7.91
Glasgow 1990 helped build the positioning ofGlasgow as a culturaldestination in
its ow n right. ltw as the sole destination for55 percentofGlasgow .1990 dom estic
tourists. Som e lourists cited the City ofCulture sobriquet(10 perceot),orgeneral
sightseeing (7 percent)in justifying !he trip. Butitwasfarmore common to refer
to specific events or attraclions, In cultural tourism , destinations register
them selves as m uch through events and specific attractions as through general
nam e and reputation.
The practicalim pactofthe m arketing cam paign w ould appearto have been positive.
ltw as more successfuloutw ith Scotland than inside. Som e 28 percentoftourists
cited itas an influence,m ore so overseas visitors and theatre-goers than dom estic
tourists and m useum attenders. Som e interest in 1he destination w as registered
even by non-attenders atthe arts. Day visitors claim ed to be m uch Iess influenced
by any form ofadverlising forGlasgow ,though press articles w ere cited as a factor
by 9 percentofday visitors attheatres and concerts.
@
@
@
*
@
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145
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projects with a turnoverof E11.74 million and 2O5 jobs. But they capture only
partially the impaclofindependentprojectsgenerated during the Year.
Figure 118
Artsevents and attractions:turnoverand jobs,1990
#
#
@
M useum segalleries.visualarts
Glasgow City Council
OtherIocaIauthorities,independents
A 11
@
Producing lheatres,independent com panies
Scoltish Opera/scollish Ballet
M usic ensem bles
Theatresr
'halls,arts centresb
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Afl
@
@
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M useum s/exhibitionsd
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AlI
'
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b lncludes Glasgow Film Theatre.
Q Ofwhich 802 fu11time.
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115
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(ii) Income sources
8.4
The incom e s/urces of the arts events and altractions sector are sum m arised in
Figufe 119. Trading incom e (excluding sponsorship)accounted fof E17.95 m illion,
roughly 30 percentoftotalturnoverin 1990. Public sectorcontributions w ere of
major impcrtance. especially for museums and galleries. Local authorities
contributed som e 76 percentofincom e to the lattercom pared w ith 23 percentof
incom e io theatres, halls and ensem bles. Unsurprisingly. galleries achieved a
signilicantpropodion oftheirincome from sales (53 percent). pothergovernm ent
incomep for the independent sector represented the University of Glasgow 's
conîributions to the Hunterian M useum and Gallery.
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147
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percent)than the established institutions (1 percent),butstillrequired 80 percent
support.
(iii)
Trend in income since m id 1980s
@
Since 1he m id 1980s/ it is clear thal arts events and attractions have been
successfulat building income from trading activisy, up 5 percentage points in the
case ofP useum s and galleries and 2 percentage points fortheatres,halls,etc (see
Figure 120 Biggerchanges took place in public sectorsupport. Localauthorities'
share ofincom e increased,butthis w as m uch influenced by 1990 specialfunding.
The proportion of other public funding (e.g.ffom the Scottish Ar'
ts Council) w as
m arkedly dow n.
@
Figure 120
8.7
@
A rts events and attractions: changes in incom e source
Percentages
@
M useum s,galleries
@
:985/86
*
A dm issions.saIes.
spon.,other
Localaulhority
Otherpublic
@
A 11
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Theatres halls,etc.
1985/86 1990 Chqnge
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45
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23
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100
100
+2
+ 14
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Source:PSI.
@
@
1990 Change
Exoenditures
8.8
Expeqditures are setoutin Figure 121. The salary projortion was hiQhestfor
museums and galleriesand Ieastforthe 199O projects'
.'Thebtres,halls.e
'nsembles
(especially festivals)spentthe highest proportion on fees (28 per cent,com pared
@
with 18 percentforthe centralprojects)and negligible sumsin museums/galleries.
@
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Figure 122
Culturalindustries in Glasgow .1990
@
Com panies
(num bers)
@
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8.10
The ar1 trade consisted of some 22 galleries, 3 auction houses and 12 an:iques
dealers (those operating the specialVAT schem e according lo Anticues Shops in
Brilain,1991).Though the auction housesunderw entsome retrenchmentin the late
198Os, the num ber of galleries increased (e.g.the OriginalPrint Shop, Corm und
Gallery, etc.). The art tfade becam e m ore organised in 199O through the
establisbment of a Gallerîes Group which arranged joinl press advertisir)g and
produced som ejoin!print.
@
(ii)
8.11
@
@
@
Publishinn
The m ain em ployerin Glasgow publishing was Collins (now partofHarperRow )w ith
1,510 staff. 1ts Glasgow plan! was responsible forgroup printing and distribution,
togethef w ith editorial w ork on reference and cartographic books and bibles.
Em ploym ent increased by alm osl a fifth since the m id 1980s. Blackie w as an
established sm aller publisher. The Scottish Publishers' Association identified a
further nine sm allGlasgow -based publishers.
(iiià Desianertrades
8.12
Scottish Enterprise Iisted som e 197 craf:scom panies in the Glasgow region in 1990.
The specialism s are set ou! in Figure 123. There w ere heavy concentrations in
textiles/kniîwear,jewellery and ceramics.
@
@
151
@
@
5,710
A c lrade
@
@
304.0
Direcl em ploym en! 1/820,
.freelance contracts 350 Fte,
Direct em ploym en! 90.
,freelance contracts 33O Fte.
@
@
299
Netofspending oninàependentproducers,
@
@
197
19
3
19
13
95
1,590
1,070
75
2,170
420
290
11
Cinem a
@
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(num ber)
9.5
98,9
10.5
2.O
164.0 '
8.3
10.3
37
A rttrade
Publishing
Designertrades
M usic industry
Broadcasting
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Turnover
(E m i11ion)
*
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Klub,Cathexis and Egg Records,
8.15
A sufvey of 1he entertainm ent press estim ated som e 1,818 pop/rock, 1,466
jazz/blues and 957 folk concerts in 1990,4,241 overall. Majorrock venues were
Barrow lands (55 concerts)and the SECC (24 concerls). A variety ofpopularm usic
events w ere featurjd atthe Glasgow RoyalConcerlHalland atthe Pavilion Theatre.
Butabout4,000 concerts took place in smallvenues,w ith a Iow admission charge
@
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@
ornone atall,and m any w ere given by Iocalm usicians. Glasgow InternationalJazz
Festivalaccounted for148 concecs w ith 25,000 attendance;the Glasgow lnternationalFolk Festivalhad 16 concerts with an estim ated 4,000 attendance. Excluding
the Rolling Stones (40,000) and the Big Day (970,000), overall1990 attendance
w as estim ated at 561,000.
@
(v) Broadcastina
@
8.16
BBC stafftotalled1,216 (ofwhich1,020wereemployedinGlasgow),bTV 5O0and
Radio Clyde 106. Direct em ploym ent in broadcasting show qd a 15 per cent fall
since 1986,dow n from 2,143 lo 1,822. Reductions in STV staffw ere substantial,
w ith a Iesserfallin BBC Scotland. Overthe sam e period Radio Clyde staffnum bers
rose from 67 to 106.
@
@
8.17
@
Glasgow broadcasting com panies (BBC Scotland, Scottish Television and Radio
Clydehhad a turnoverof (151.1 m illion in 199O w ith staffnum bers.totalling 1,822.
These years saw television sw itch from core em pioym ent to greater use of casual
staff and independent program m e com m issions, Num bers of casualcontracts and
@
independenl productions are setou!in Figure 124. Contracts forindividuals were
roughly equivalentto 350 full-time staffcom pared w ith 244 in 1986, In 1991 STV
issued 36 contracts to independentproducers for 130 hours oftelevision;îhe BBC
issued 23 contracts in 199Q for41 program m e hours. These m ightbe estim aled to
@
casualcontracts and îndependen: productions is added to îhe core, broadcasting
em ployment stillappears to have fallen from 2,387 in 1986 to 2,332 in 1990.
have produced 160 Ftejobsin the independentsector. Ifthe employmenteffectof
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!he UK w hich w as opened at Parkhead Fofge in 1989, Cinem a provision in the
Glasgow region had expanded considerably since the m id 198Os. By the sam e
token,UK cinem a adm issions began expanding again in 1985,grow ing 85 percent
betw een 1986 and 1990. Cn the basis of nationalscreen averages,the Glasgow
region's cinem a attendance in 199O m ightbe estim ated at 3.15 m illion.
@
#
D.
@
@
ARTISTS
Creative cerltre
8.22
.
#
A furthef aspec! of Glasgow 's culturas sector w as independent (and other)
em ploym ent. Selfem ployed individuajs w ere the m ain etem e'n'î. Itis estim ated that
Glasgow has som e 300 visualartists living in w hole orparl on theirearnings from
art. The figure was arrived byreference to the S'
cottish Arts Council,Glasgow Art
Club,W ASPS,Gtasgow PrintStudio and Glasgow Sculpture Studio and the Sconish
Society ofArtists. The Scottish Arts CouncilW riters Registercontains 44 Glasgow
nam es. This lists w riters willing to read and discuss lheirw ork irlpublic and so
should be regarded as a m inim um estimate for.professionals based in Glasgow .
Com posers living in the Glasgow region num ber 17 in the British M usic Year Book.
@
@
8.23
@
@
@
These figures alIshow a m arked increase on the m id-198O Ievels,up 20 percentfor
visualartists, 16 percentforw riters,and 31 percentforcom posers. None ofthe
sources purports to be com prehensive and so the figures should be treated w ith
care,butthe rising trend in the 15 and 30 percent range indicates the increasing
role ofGlasgow as a cenîre forOcreative''activiîy.
(ii) Pedorm ers
8.24
@
The figures forperform ers also show ed som e increase. Actor's Equity m em bership
rose 38 per cent from 1986 to 1990. lndustry sources suggest that the poolof
freelance sym phony m usicians rem ained at 30-40. Estim ates of pop and rock
m usicians w ere m uch higherin 1990 than in the five years previously.
@
@
*
(iii) Service oroanisations
8.25
The figures for service organisations relate to independent Glasgow -based bodies
(e.g.Scot&ish Film Council,Gaelic Book Council,Scottish M usic Inform ation Centre
and the Book TrustforScotland)bu!do notinclude the Festivals Office (atits peak
em ploying '5O individuals)orotherlocalauthority em ployees.
#
#
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155
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Figure 127
Num berand percentages
Percentage
#
Ac trade
Publishing
Design
M usic industry
Broadcasting.
Independentfilm /video
Cinem a
@
@
@
change
97
1,356
985
40
2,387
362
250
95
1.590
1,O70
. 75
2,170
420
290
2
+ 17
+9
+ 87
. 9
+ 16
+ 16
5,493
5,710
+ 4
.
8.27
W ithin the cultural industries sector, im portant differences in trends can be
identified. Figure 126 show s that broadcasting em ploym ent fell by 9 per cent
betw een 1986 and 1990. The decline w as notcom pensated forby 'he estim ated
16 percentgrow th in independentfilm and video em ploym ent. W ith the exception
of the art trade,' the other sub-sectocs show ed positive signs of expansion,
Publishing (mainly Harper-collins)expanded by 17 percent,the cinema by 16 per
cent and design by 9 percent. The m usic industry,a m uch sm allersector,alm ost
doubled in size.
F.
SUM M ARY
@
@
1990
' lncludes.244 F.
te shor'
t contrac! em ploym ent in 1986 and 35O Fte in 1990;
excludes em ploym entfrom independen! com m issions in 1990.
@
@
1986
Source: Policy Studies Instilute.
@
*
Em ploym entin Glasgow 's ctllturalindustries
8.28
Direct em ploym ent in Glasgow 's culturalsector in 1990 was 8,705, 7.8 percent
greaterthan in 1986. Ifthe 1990 centralprojects are discounled,the growth was
@
4.9 percentoverall,14 percentupintheatres,hallsandensembles,and3 percenf
@
professionalem ploym ent elsew befe.
dow n form useum s and galleries. The Iatlerresulted fqom the m arked reduction in
M sc-funded staff in the independent sector which m asked strong prowth in core
8.29
#
#
Some 66 percentofthejobs in the culturalsectorrelated to the so-called cultural
industries (publishing,broadcasting,the arttrade,etc.)and this w as a gfowth area
expanding by 3.9 per cent since 1986, The effect of structural changes in
broadcasting w as to reduce direct em ploym ent by 9 per cent, a decline not
com pensa:ed forby 16 percen'
tgrow th in :he independentfilm and video sector.
Otherw ise,with the exception ofthe arttrade,the sub-seclorshow ed strong signs
ofexpansion,including the designertrades and the m usic industry.
@
#
@
@
157
@
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9.
IM PACTS OF GLASGOW 1990
@
9.1 .
This section considers the quantifiable econom ic benefits arising from the Glasgow
1990 initiative, alongside the range of less tangible, but neverlheless im portant,
Iongerterm im pacts. The Iatterm ay prove to be m ore significant in due course,but
the evidence from which lo make an assessm ent is Iim ited atthis stage.
@
@
A,
ECONOM IC IM PACT OF GLASGOW 1990
@
9.2
@
(i) lssuesinvolveà in estimatpna shoc term imoacts
@
@
The analysis w hich follow s w as prepared by Ecotec Research & Consulting Ltd, It
focuses on assessing the :otalim pacts of Glasgow 1990 on Iocal expenditure,
em ploym entand incom es. W e look a:the w iderim pacls associaîed w ith additional
visitsto acsauractions by day visitors from outsidethe study region,tourists proper
and by Iocalresidents and atthe im pacton arts venues them selves.
The generation of estim ates of the im pacts ofGlasgow 1990 is facilitated by the
range of survey w ork undertaken by System 3 Scotland and by th'
e availabiIity
' of
otherinform ation collected for m onitoring purposes. Deriving reliable estim atesdin
particularofthe im pactofthe ancillary expenditure associated w ith Glasgow 1990
visits,is com plicated by a range of factors,including:
@
@
the fact lhat Glasgbw 1990 related to the entire culturalprogram m e of the
City fora fuIIyear;indications are thal the majorîmpact ofGlasgow 1990
arose through the increased num bers ofvisitors to established atlractions as
@
m uch as to particular special events mounled as part of Glasgow 1990;
accordingly. determ ining how far attehdance at !he established venues
increased as a resultofGlasgow 199O becom es a crucialstap in the analysis;
@
@
the paqicular im portance of determining how significant Glasgow 1990 w as
in the decision lo com e to Glasgow by tourists and day visitors < ho attended
arts evenîs since this delerm ines how faftheirexpenditure in îhe sub-region
and its im pacts should be attributed to G lasgow 1990,
.
@
the queslion ofon w hat,ifanything,the Iocalexpenditure by residents visiting
artsrelated events w ould have been spenthad Glasgow 199O nottaken place;
@
the issues involved in determ ining the extent of the benefits to the Iocal
econom y associated w ith additionalIocalexpenditure;
@
the issues ofdis-en:angling the im pactof1he opening ofnew venues such as
the Concen Hall;an allow ance is m ade forthe effect of new venues in x.x
below .
@
@
9.4
These issues,and the relatively llfnited amountofdata available from w hicb to draw
conclusions on som e im pacts, m ean that, as in m ost im pact studies, significant
uncenainty necessarily attaches to som e of the estim ates. W e have sought to
counterthis w here possible by considering alternative approaches and by checking
the estim ates againstothercontexlualdata.
@
159
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to the IocaIeconom y;
*
the degree to w hich im porls to the region m eetthe dem and generaled
by the expenditure involved; the regional im pact com ponent is
assum ed to be one third;and
@
@
the oppocunity costofthe localresources involved,representing the
extent to w hich the sam e resources m ight have been beneficially
utilised elsew here; since Iabour represents a high proportion of the
resources required to m eet lourist dem and (perhaps 70 per cent of
demand)and unem ploym entremains high in Glasgow ,the opportunity
cost ofIabouris Iow ,and could be argued lo be negative.
@
@
indirect taxation w hich m eans thal part ofthe expenditure (assum ed
to be 15 percent since notalIgoodsare subjectto VAT)willbe lost
9.9
@
The figures for gross localincom e com ponent for tourism a'
re not based on any
definilive evidence butappearto be lreasonable assum ptions,forthe Glasgow subregion. The Iocalincom e com ponent is then:
Percentages
100
- 15
as .
- 33
52
x 0.7
Total
lndirectlaxation
*
.
RegionaIincom e com ponent
@
Opportunity cost
@
9.10
@
Application of the various assum ptions above then yields the follow ing overall
im pact assessm ent:
@
Expenditure
Em ploym ent
Incom e
@
@
9.11
@
#
@
@
@
@
@
36
Gross localincom e com ponent
Dom estic
tourists
Overseas
tourisls
Total
E24.8m
1.55O
E8.9m
f44.7m
2,790
f16.1rri
f69.5m
4,340
1:25.Om
It is notew orthy in this context that Glasgow hosted 21 s'pecialist arts-related
conferences in 1990 w ith som e 7,50O delegates. The Iikelihood isîhata substantial
proponion of the delegates concerned w illhave visited ans.events and w illhave therefore been picked up by the above analysis. M aking furlherallow ance forlheir
expenditure w ould therefore risk double counting.
M ethod 2
9.12
Asan alternative,the im pactofGlasgow 199O on tourislexpenditure wascalculated
utilising responses to the questionsDn the im porlance ofattendance atarts events
in îhe decision ofthe touristto visi'
tGlasgow . Follow ing a procedure in the 1986
w ork, the proportion of the tourists' expenditure attributable to the visit îo the
facility oreventw as based on the follow ing scale:
161
*
*
#
@
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ralnDlj elnTlptladxa ttlslznoT paselal STJe Iensae ue elelaua:
ol SAep 'TS!Jn0T Ieuolslppe 90 Jaqtunu paletulTsa aqT o) palldde uaql @JJM
(00 k'aJn5!d aasjaanslpuadxa Allep uo gue (kO k elnôld aaS) d!J1atllo:SDe aq1
Io eaueklodttl!@q1uo SaJIiô!)Aaapns O66j #qT rd!JT13d A.e$S Sxep 3ôelaAe pue
.
d!J;JadSTISIAsuii@ôeJ@AeJOjsaJn:!Iattle:gqTBulsnpaaqlap SeaueptlapeO66k
Ienloeq1!M paTejooSse SAepTS!anéT8t1TJoIeznöl)'o6:kIiiTaeùe90 u0!1etu!1S9
:aaqld ppxe:Tcyqj.
o66tMOöSelD peqoét'tu!pafaadxaueiqaaeqTtl:ltutloltlm uolôal-qneaqTu!
elnljptledx@ zsllnolpaTela;SNe eqzIo 1@Aa1Jtljlaeeq Bq110 aTeupllsa ue Saplaozd
%!M1 t(@AOqe Skloluodbzd paTelnqeT9MTuo p/seq)X@AJnS 986 k 9q1Aq Pelezlrhu!
luaa@ SNe @q)Te eatlepualle10 TISIA j1e@#A0 aq)0Taauelaodtu!eqTuo Sesuod%az.
eqJ 5u!S!l!Tn uMop paleps Mgq; %eM :!t1T :SBJn6!I alnTlptja-dxa Xllel c66$
IenTae atllôulsn @Jnö!IaanTlpuadxa ue oTu!uaq)pue l!S!A Jad Xels Sxep @;eJ@Ae
pue dla: zetl STISIA skle aôelaae uo elep c66 ç ôulsn @Jnô!I sâep lsllno: e
m u!)&J?p P/ll/AtlOD IJ/MIs'
eA4 srlMl J:aJnô!).aauepuaue 6:6 j pue 9g6 j aMlklo
'apolaq Se 'paseq :Jn:!Jeauepuaueoj6k gpilaadxee 11eJ3Ao ueIo uolTaafold
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9.16
Using !he same expenditure perjob and localincome proportions !he approach,
w hich suggests that Glasgow 199O resulted in som e 580,000 additionalvisitor
nighîs,indicates the follow ing im pacts:
@
Expenditure
Em ploym ent
lncom e
*
o
@
E33.0 m illion
2,065
E11.9 m illion
Cross-check and discussion
@
9.17 ' The three methods produce significantly differenlanswers. As a cross-check on the
plausibility ofthe estimates,the bed room and overseas bed occupancy figures for
the Glasgow and Edinburgh areas and Scotland as a w hole w ere exam ined for 1989
and 1990 logetherwith eslimates pfaverage length ofstay and average length of
stay of overseas visitors (see Figure 1.
14 above).. Iî is significan! that the
pedorm ance of Glasgow in 1990 im proved,w ith higheroccupapcy rates.greater
@
propocions ofoverseas visitors and increasing Iengths ofstay. W hi1stîtis difficult
to place m uch w eighton such sm allchanges,the contrastin trends w ith Edinburgh,
w hose pedorm ance declined on every indicator,is clearly'of interest.
@
@
9.18
conjunctionWiththees:imatedincreaseofà54hotelbedspacesinGlasgow between
1989 and 1990, the apparent 2 per cent increase in hotelbed occupancy rates
w ould im ply.ifapplieö to totaltouristnights in 1989,an increase ofsom e 675,000
visitor nights lo Glasgow betw een 1989 and 1990. This calculation im plicitly
assum es that the proportionate im pacts of Glasgow 199O on num bers of tourists
staying in com m ercialaccom m odation and those forexam ple,staying w ith friends
and.relatives w as sim ilar. This is a very large assum ption butnotone tba! can be
checked 'on the data available. The estim ated figure does, how ever, appear
reasonably consistentw ith the higherofthe three estim ated im pacts on touristdays
calculaîed above.
@
@
@
*
9.19
Some probably sligh! upw ard biases to the estim ated im pacts m ay have been
introduced by the inclusion of m inors in the visitorfigures. The respondents to the
surveys - w ho w ere alIover 16 years -w ere asked about expenditure w hich they
had incurred personally. ln the case offam ily groups/this w illoften have involved
@
@
The Iim itatipns of the figutes m usl obviously be borne in mind. How ever, in
expenditure relating to m inors,Ieading to som e overstatem entofthe overallaverage
daily expenditure pervisitor.
9.20
*
M ethods 2 and 3 are potentially biased downw ards by Iim itations on data w hich
m ake it im possible îo separate the m otivation fQr visits by dom estic and overseas
lourists. This m eans thatthese m ethods do nottake accountofthe indications that
overseas a'
r'tsrelated visitsincreased m uch m ore substantially in proportionate lerm s
relative tothebaseline projectionthan did domesticartsiouristvisits(estimated 120
percentcom pared w it: 40 percent). This is pacicularly sighificantbecause oftha
higherIocalspending profile of!he overseas tourists,
@
@
@
9.21
M ethod 1 is probably biased upw ards because itcannot allow forany tendency of
Glasgow 1990 to increase the propensity of the existing tourist base to visit arts
events. On the otherhand,the indications afe thatdom estic tourism trips generally
declined in Scoîland in 1990 (see para.7,70). Glasgow appearsto have bucked this
lrend. The procedure ofprojecting 1990 expecled figures on the basis ofurowîh
betw een 1986 and 1989 w ill therefore tend to exaggerate !he baseline and
@
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163
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ôu!M oI1O; eql.S/AIS 'eaoqe k potlT/a u!p/qlzasap se alnTlpuadxa JoT!S!A'leuolTlppe
u!Tuauodtuoo atuoau!IeaolTua: Jed 9t e pue qoje eTeez:
loT pallnbalôuleq
eanzlpubclxe-JoT!S!A Io '
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000'965 10 066îM OSG'eID 01anp lDedtu!taeSl%aôsns (,00'îc#'$)P 'S:uaAa Ielo@ds
ôulpnlau! zalnôlj c66 k IenTae aq1 q1!M uoslledtuoo 'ooozgc: lo 066 k t1!S1!S!A.
jo zaqtunu paTcadxa ue aanpold o; pesn s.f6:6 f tlfcoczg jg palelzllss'a (4 9g6 t
u!coolgsé tuozl a:ol klolqM 'Saollsla Aep Aq :luaAa Sule ol ST!:!A u!qTM ol: aq1
'Aôol
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slseq s'lqTuo 'aloqesluetzls'
sas:eatlzAq paullap aôueleq:Io alprhlœ @q1SPJeMOI
aln:l) e axeT o: alqeuoseel 1! Aultj: alopalaq) aM zpletullsa Iellkla: e ôtalledead
lo sisodand etl:aocj 'aaoqe sluauassasse Taedtu!/(5ïas Jaqôlq aqTspoeM o:alnôl;é
Jnoaelolspualaouaplna Jo aaueleq aqi 'c66 j v oôselo Jo Saedtzl!@q)elm s'aaptln
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9.25
supports one job this would have directly suppoced some 420 jobs. The 36 per
@
@
This suggests that the totalIocalexpenditure by these attenders w as som e E6,7
m illion. On !he assum ption that each additional f16/000 of Iocal expenditure
cent Iocalincom e com ponent assum ption suggests that 66.7 m illion in additional
expendiîure by Iocalresidents w illhave produced additionallocalincomes of f2.4
m iIIion.
9.27
Thij analysis,howeverdimplicitly assumeslhat1he money spentby localresidents
w bich visiting events w ould have otberwise been spentoutside the area or w ould
have been saved. Although w e think it reasonable to assum e that the type of
services w hich people purchase w hen visiting localevents have a significanîly higher
Iocal em ploym enî and incom e com ponent than &he general consum er goods on
w hich the m oney m ighthave otherw ise been spent,w e think itunrealistic lo assum e
#
@
tha!m uch of:he expenditure is truly additionalto the Iocaldconomy. Bearing in
m ind the high Iocalcontent of m uch of the associated expenditure,it is felt to be
m ore reasonable to regard 25 percentofthe estim ated im pacts as indicative ofthe
net additionaleffeèt ofGlasgow 1990. On this basis the estimated im pacts are:
@
@
Expenditure
Em ploym ent
lncom e
.. .. . ..
'-
f1.7 m i11ion .
.105 -.
(0.6 m ilIion
@
4iii) Fm rlovm entand incom e Qeneration at facililies and events
@
9,28
@
@
The estim ates in Section (ii)relate solely to the im pactofancillary spending by those
visiting arts facilities and events. To this m ust be added an estim ate of additional
expenditure,incom es and em ploym en'
tgenerated at facilities and events. Through
generating additionalexpenditure at events, Glasgow 1990 willhave created or
retained em ploym ent. This effect can be es:im aled lhrough:
com bining the estim ated num ber of addtional tourist, day visitors and Iocal
residents w ith îhe figures fof average daily spend on enterlainm ent/ tickets
from the survey w ork;the survey figures w ere as follow s:
@
*
*
*
@
@
2.30
1.90
overseas
9.29
@
3.20
4.80
Localresidents
Day visitors
Tourist:
dom estic
Application of the expenditure perjob and local income component, gives the
follow ing im pact assessm ents:
Expenditure
Em ploym eqt
Incom e
6.9 m illion
430
62.5 m illion
@
165
@
@
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m ôulaznos Ieaol paTetulTse @qT o; BôeTuatned Slq) ôulAlddv .066 # M O:SeID ol .
pezelel@aBM saauepuaue IeToTIo Tuao 1ai 9r èttlo: zetl:sTsaôsns slql 'peulqtuoa'
ew lznpz pue sJoT!s!A Aep 'sTtlaplsel Jeaoj ao; saznsll szlslh Ipm oadxa. eq: qT!M
ee Slua/sa pue Sa!T!1!3e).o;SJo1!:!A 1eTOT10 u0lTlodold paTetullse eq1, 'lotllttltzlelDold
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'lTlppeIoTuaa
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aaugzaljlp @q) qT!M paulqttloa sTsjlnol pue SJOTISIA Aep pue IeDOIJOl 8Jn0!l
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jeTol gq-l.' 'S1$o3 J01J@% Djlqnd S'SOJ; (:)1'@TeIaJ Il0S'6-'elrd u!%@Jn;!I @q1 eauls
' '.XI
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lllM zapun âlallqnd Pue p/uleTuetu âlallqnd qloqJOlanuaAgltJO
Toedttl!felcleqTzeplsuoa oslueuodttl!eq os'le IfjM T!'JoTaé: Jllqnd eqlSo ltl!@dA&@!A
eqTkkloa:j 'paTeleuas seM q:)ltlM TuatuAoldu?a M elodtua:'
ppe len:e: aqlaTeTylapt?p
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Aleaodtua)Btllo:ApoqtklB())uzeotlMS!as#el5u!S!tITT:l!qM .*066tPuae98$kUggAqleq
60E lO SJOID@S JS@MT tI!luatuxoldtua u!aseallu!lIiJ1AO'aql q1!M SiledYoz S!q1
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involved.this part ofthe procedure m ay risk som e overstatem ent ofim pacts.
9.35
Thereisnoevidenceonwhichto basejudgementsonsecondand subsequentsupply
Iinkage round effects. However, if a m ultiplier of 0.1 of the total first round
purchases is assum ed lo apply to capture these effects, the total supply Iinkage
m ultiplier im pacls are:
@
Em ploym ent
1ncom e
@
(b)
@
9.36
@
375
E2.2 m illion
Exoenditure/income multiDlierim oacts
The expenditure in the Iocaleconomy by visitors to arts events,the additionallocal
incom es generated at facilities and.events, and the supply Iinkage im pacts as
estimaîed above willalIbesubjecsto ageneralincome/expenditure multipliereffect,
This arises as those receiving additionalincom es as a resultofGlasgow 1990 spend
a partofîhis in the Iocaleconom y,creating fucherincom es and em ploym ent in a
continuing,but rapidly dim inishing in scale,ripple effect.
@
@
incomesand 340 jobs, To !heextenîto which there willbe elementsoffixed costs
9.37
There is iittle firm Iocalevidence on which to base judgements on the size ofthis
m ultiplier. However,a value of 1.2 would be anorm alassum ptiop fora Iocalarea
ofthis type. Utilising lhis im plies !he follow ing overallim pacts:
@
Em ploym ent
Incom e
895-935 m illion
65.4 -f6.0 m illion
@
(v) Im racl ofnew facilities
*
9.38
ConcertHalland M cLellan Galleries. In the preceding analyses al1ofthe attendance
generaled by these venues/ attractions has im plicitly been included as a net
additionalbenefitofGlasgow 1990,probably overstating the im pactofthe Yearof
Culture. These facilities could have been established in the absence of Glasgow
1990. 7he impact oflhese facilities is a com plex issue since they w illhave taken
som e attendance from othervenues butalso played a role in stim ulating interestin
the arts in Glasgow .
@
@
@
During 1990 two majornew venues were opened in Glasgow : the Glasgow Royal
9.39
@
ltis estim ated that in totalthe new infrastructure accounted forat Ieast4 percent
netofarts events and attractions auendance dufing 1990. The im plications ofthe
rem ovalof this percentage from the estim ated im pact of Glasgow 1990 w hich
provides a rough means ofadjusling fortheireffectis taken into account in para.
9.42.
@
@
@
@
@
@
(k'i) lm racton oeneraltotpràsm
9.40
Som e 6 percentofrespondents in the survey ofsum m erleisure tourists w ho w ere
no& visiting m useum s/galleries stated lha! the m ost im pocant influence on their
decision to visit Glasgow w as the European City of Culture. This figure,derived
from on-sîreetsurvey work in Glasgow in Septem ber 1990,suggests thatGlasgow
1990 m ay have helped prom ote aw areness ofthe Ci'
ty am ongst generalpotential
167
*
0* ..
' 89k
@)
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*
*
@
@
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Mopsrlo lo gTllaup-q pazeualTsa Tuatuxoldtua puexaw opul.alqelllTuenb Allpeak aqz
*
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aseelatl!3qTJO tr AILIO ev 'PLIPSIIOMT :#'01L j RIOJJ DUIM OJ; SaTeöala; 10 Jeqttlnu
Ie1O1etllt11!M #Or k 01'
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0 aaqkunu Pkjl '$aJn3!l
kitle696ktI@9M1@q MOö%eID tl!
pleoo TSIJRO.
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kselaTu!St11
tlO!1l!ttlz*k:1
y
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k.
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atuoaul'
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aanTlpuadxa
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m
0.-- -
aJ@M otlM M oöselD olSTslzno) alnslalasotl:Io Tuaa 2ad Gr oT pBlldde $!aln:l)Tuao
3ad 9 éq1)!''ya/se#lsol.l 'pasllezaua: aq uèa #:9tI1qolqM osTtlaTxa atllpue Aasuodsaz
3Ml JO X)!#!IeA aMl lnoqe alaM SUoltsanb 'JaAOM OM 'XJSIAOIAQO QJe IIJQQI.L 'SISIJDOI
è
(3
@
@
@
Figure 128
Em ploym entand incom e benefits ofGlasgow 1990
Num berand E m illion
@
lncIuding 199O
*
neW
infrastruc:ure
@
Excluding 1990
new
infrasîructure
Directim pacton em ploym entand incom e
Tourists
Employm ent
Incom e
2,995
E17,2m
2,875
E16.5m
@
Day visitors
Em ploym ent
Incom e
770
f4.4m
' 740
64.2m
@
Localresidents
Em ploym ent
105
E0.6m
100
E0.&n
235-430
f2.5m -5.8m
225-415
E2.4m -5.& n
1,270-1,310
E7.6m -f8.2m
1,220-1,260
67.3m - f7.9m
205
E1.2m
195
f1.2m
@
Incom e
*
Em ploym ent and incom e/generation
at facilities & events
Em ploym en!
1ncom e
@
Indirect and induced im pacts
Em ploym é'
nt
lncom e
@
@
Genefaltourism im pact
Em ploym ent
lncom e
@
Total
Em ploym ent
1ncom e*
@
@
5,580-5,815
f33,5m - f37.4m
5.350-5,580
632.2m -636.113
. In addition it is assumed that the ne! valtle of the m edia exposure was E3.2
m i11ion (see para.9.71).
@
9.43
@
No specific allow ance has been m ade forconstruction related em pioym ent,allhough
itis likely thatthe expenditure on Iocally provided inputs by the facilities and events
already taken into account in the analysis w ould include som e elem entofconstruc-
tion-related activity, No majorconstruction proiects have been brought into the
analysis.
@
9.44
@
@
@
@
The analysis focuses purely on !he Glasgow sub-region,with no explicitattem ptto
assess the extent to w hich expendi:ure by tourists and da: visilors w as displaced
from otherparts ofScetland orthe UK. Tlne fucus ofthe assessm entofim pacts on
169
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#
#
@
@
Figure 129
Visitor num bers at tourist attractions in Scotland: percentage
changes 1989-1990
AllScotland
#
#
@
Source: British Tourist Authority.
9.48
+ 5
+ 13
+ 7
+ 6
7
AII
@
@
+ 6
+ 15
+5
+ 6
Historic houses/heritage
M useum s/galleries
W ild Iife/botanical
M iscellaneous
ExcIuding
Glasgow City
'
M uch of the im m ediate measured benefit arose through developm ents in visitor
m arkets achieved through the Yeaf of Culture prom otion. The potentialfor Ionger
term benefits w illdepend to a degree on m aintaining the m om entum and capitalising
*
on the marketgains m ade during 1990. In relalion to the façilities,itis notew orthy
that,according fo the institutionalstirvey,m useum/gallery staffing expectations for
1991 w ere relatively optim istic. None ofthe localauthority institutions expected
staff cuts and in three cases rises w ere anticipaled. The independenl sector w as
m ore divided w ith 5 antjcipating a fallback to earlier years,2 an increase and the
rem ainder expecting sim ilar Ievels to be m aintained. Som e 6 of 1he 8 reporting .
galleries expecled the sam e levelorincreases in 1991.
@
@
9,49
*
In contrastto the m useums,the balance ofexpectation in the performed arts w as
pessim istic abouî 1991. For obvious reasons, Ciîy Halland Tram w ay expected
retrenchm ent,as did the Theatre Royaland som eofthe sm allerQroups, M ostofthe
bigger organisations beliek'ed the future w ould see levelslaffing, though Scottish
@
Ballet,the Tron and tw o of the festivals expetted increases.
@
@
B.
(i)
9.50
@
@
*
@
#
#
#
ECONOM IC COSTS OF GLASGOW 1990
Public sectorcosts
The relevantadditionalpublic sectorexpendilure on the City ofCulture by Glasgow
City Council,Strathclyde RegionalCounciland Scottish Office funded bodies w as
estim aled 'to be E21.84 m illion. Over70 percentofthis expenditure was spenton
1990 arts events and attractions, the remainder going on m arketing and
adm inistration as follow s:
f m ilIion
1990 arts events & atlractions
M arketing
Adm inistration,public relations
15.99
4.93
0.92
Total
21.84
171
@
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.
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Costs
Totaladditionalpublic costs
E21.9 m il1ion
@
Benefits
Direcl im pacton incom e
lncom e generation atfacilities and events
#
#
Indirecîand induced im pacls
Generaltourism im pact
Total
lncom e
Em ploym ent
E21.3m
3,715
f2.4 -5.6m
225-415
f7.3 -7.9m
1,220-1,260
E1.2m
195
f32.2 -36.0m 5,350-5,580
The netquantifiable benefits ofthe project,in terms ofthe shortterm directand
indirecî/induced im pacts is therefore estim ated lo be in the range of f10.314.1 m illion.
.
@
9.57
ln totalitis estim ated thatthe initiative generated som e 5,350-5,580 person years
employment. The majority,over3,800,ofthese jobs willhave been suppoqed in
#
a range ofancillary service activities such as hotels,catering and retailin: as a result
of expenditure oulside even:s by tourists, day visitors and localresidents. This
grow th in em ploym ent w ould have been equivalent'
to around 1,5 percent oftotal
@
em ploym ent in Glasgow City 1989/or8 percentoftotalunem ploym en! (although
many of the jobs involved would be likely to have gone to people no'
tformally
registered as unem ployed)in !he G lasgow Tra'velto W ork Area (TTW A).
*
9,58
@
One issue in assessing the gross public sectorcostperjob is the uncertainty over
how many ofthejobscreated willprove permanentand how many willsimply prove
tem porary. In lhis context,1he analysis is cast in lerm s of person years and it is
frequently assum ed tha!ten person years ofem ploym entcan be equated w ith one
perm anentjob.
@
9.59
Taking em ploym ent created to be 5,465 and the relevant public expenditure on
*
Glasgow 199O to be f21.9 million,the cos!perjob would range from E4,007 ifa11
îhe jobs were permanentto E38,488 ifthey were aIltemporary. lfitis assum ed
tha!halfofthe jobs willbe permanentand halftemporary,the netcostperbob will
@
be roughty E6,980,which com pares very favourably w ith eslim ates ofE20,GOO plus
*
ness ofGlasgow 1990 in creatingjobs willbe the extentto which visitorsdrawn to
perjobfound in earsierresearch on iniliativessuch asRegionalPolicy and Enterprise
Zones. Seen in these term s,how ever,the crucialdeterm inant ofthe costeffective-
the region by Glasgow 1990 w illm ake repeat visits and how farthe initiative has
im proved the im age of the City as a place to visit in the eyes of other potential
visitors,
@
9.60
@
#
@
The chart show s 1he movem ents in unemployment in Scotland and the Glasgow
TTW A over!he period July 1988 to July 1991. W hilstthe !wo rates have m oved
fairly closely together,iî is interesling to note that unem ploym ent in Glasgow fell
from 2,2 percentage points above the Scotland rate in December 1989 to 1.8
percentage points above in Decem ber 1990 before w idening again to tw o
percentage points above in July 1991. Clearly a w ide range offactors w illhave
influenced trends in relative unem ploym ent tates but the outcom e does at Ieast
appearto be broadly consistent w ith the scale ofthe im pac'
ts estim ated above.
*
#
#
@
173
*
*
@
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@
(ii) Prelim inarv im oressions
9.64
W hiIst it is too early for any Ionger term effec:s to be assessed, the prelim inary
im pressions w ere positive. Glasgow Action observed that the *1990 Capitalof
Culture program m e itself has had an enorm ous im pact on the im ag'e ofthe City.,..
M illions of visitors have been attracted, including national and international
colleagues of Glasgow business people, w ho w ere invited to the City to attend
various flagship events w hich took place throughout the year*.
@
@
@
@
(iii) Trackinu studv
9.65
@
*
.
@
It w as possible to lrack the degree to w hich aw areness developed and attitudes
changed during 1990. Saatchi& Saatchisurveyed ABC 1 adults in London and the
South East on four occasions,October 1989, February and Septem ber 1990 and
again in January 1991. The figures show that perceptions ofGlasgow im proved
m arkedly during 1990. The biggest change w as in aw areness that Glasgow w as
European City ofCulture. This increased from 21 percentofShose interview ed in
October 1989 to 62 per cent in February 199O furlher rising to 77 per cent by
Septem bef.1990. There w as also substanlialrecognition ofGlascow 'sxincreasing
im portance forthe arts. This w as tlne view of 54 per cent in Seplem ber 1990,a
gain of 31 points overthq previous 12 m onths.
Figure 130
@
Perceptions ofGlasgoM : its culturalstanding and repute as a place
to visit,live and w ork
Percentages
#
@
Oct8.
9
Percentage agreeing Glesgow
European CulturalCapital1990
Increasingly im portantforthe arts
Has interesting m useums/galleries:
Has w ide variety oftheatre/
m usicalevents
Exciting place to visi!
Happy to live & w ork there
@
@
@
Source:Saatchi& Saatchi.
@
@
#
@
@
Sept 90
21
23
23
62
45
37
77
54
41
+ 56
+ 31
+ 18
17
18
9
26
25
11
29
28
12
+ 12
+ 10
+3
.
. Am ong adultABCIs resident in London and the South East.
b ABCI thea:re goers atleastîw ice a year.
#
@
12 m onth
change
Feb 90
9.66
A point to note is that the m ain changes seem to have taken place early and
suddenly between October 1989 and February 1990. W hiIstfurlherimprovem ent
in perception was recorded laterin the year (Seplem ber 19901,the principalstep
change in attitude w as already evident in February 1990/Iinked to the onsetofthe
Year of Culture and com m encem ent ofits prom otion.
175
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a place to live and w ork Glasgow w as a happy prospect for 11 per cent of
respondents,com pared w ith 6 percent Birm ingham and 8 percent M anchester.
@
Figure 132
Perceptions ofBritish cities,February 1990
Percentages
@
@
Glasgow
B'ham
45
48
40
31
26
23
36
11-
13
18
45
6
17
17
12
6
Percentage agreeing
Increasingly im portantforacs
Rapidly changing forbetter
's rough and depressing
Has inleresting m us/gals
Has w ide variety theatre/m usic
Has good pubs/rests/nightlife
W ould Iike to visit
'' W oul
d be happy lo live & 'w or'k in
@
@
@
Bristol E'brgh M 'ch
7
11
9
14
14
20
32
30
42
11
3
57
60
27
67
31
9
:7
29
1O
18
31
19
8
Source:Saatchiand Saatchi.
@
Am ong ABCIresidents in London and the Sotlth East.
*
9.71
@
@
@
The interestand k'ariety ofGlasgow 's culturalattracîîons setitapartfrom m ostof
its rivals (Birm ingham ,Bristoland M anchester),and putitahead as a place to visit.
But,despite the progressm ade in prom oting Glasgow ,the reputation ofits m useum s
and galleries,theatres and concerts stillfellshort of Edinburgh's w ellestablished
posi:ion. Edinburgh'stheatres were rated by 60 percenlofrespondents (com pared
with 26 percentforGlasgow )and Edinburpb'sm useum s and gajleries were thought
interesting by 57 percentofrespondents lcom pared with 31 percentforGlasgow ).
80th Edinburgh and Bristolhad vir&ually no negative im age (3 per cent and 9 per
cent). Accordingly,lhey scored specially high as places to live and work (31 per
centand 30 percentrespectively). This gives som e indication ofthe Qround stillto
be gained by Glasgow in the externalperceplions of!he City.
*
(vi) Press coveraoe
@
@
Glasgow 1990 generated significantpressand television coverage. The value ofthe
favourable coverage w orldw ide on an advecising equivalentbasis w as estim ated by
Glasgow DistrictCouncila! E12.9 million. ln econom ic im pactterms,w e believe i!
would be appropriate to include only 25 percentofthis sum on two grounds:
*
there is obvious risk ofdouble counting 1he value ofthe m edia exposure and
its im pact in term s oftourism and otherbenefits;
@
the value of advecisin: w ould exhibit dim inishing returns, and if it w ere
decided to spend this sof't of am ount on advertising it is no'
tclear lhat the
profile and focus of the coverage achieved is tha: w hich w ould have been
*
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@
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9.72
177
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(vii) British and overseas Dress
9.77
Although the City w as som ew hat disappointed by the leveland nature of press
coverage oulside Scotland, it is not possible to assess such a feeling w ithout
equivalentdata fora previous yearoran analogous event. The City m ay be correct
to observe that Glasgow 1990 was perceived by the English press as a regional
eventratherthan a significantnationaland European event. Neverlheless,Glasgow
succeeded in presentlng itselfas a *positive and forw ard 'hinking culturalcity in the
Scottish and the UK pfess*,
9.78
Perhaps the scale of foreign press interest w as a point'of greater significance.
Foreign correspondents visiting the PressCentre num bered 426 during 1990,draw n
from 48 countries. Ascepticalcuriosityn was the thrustofm ostinitialinterest. The
resulting coverage w as generally positive,relaying a picture ofGlasgow as a city of
@
@
@
@
character and vision addressing econom ic challenges on a culturalplatform .
*
D.
BUSINESS IM PACT
@
Excellentbackirop
*
9.79
Glasgow as a business destination w ould be difficult lo evaluate (and it is alm ost
cerlainly too soon '
to tell), inform alsoundings in Glasgow ês business com m unity
revealed a positive view ofthe event Som e indication ofthe value placed on the
eventis given by the leveloffinancialcontribution m ade by the business com m unity
through sponsorship and otherform s ofpracticalsuppor'
t(see Section 3).
@
@
W hiist i6e p'
aàtitfular cbntributiori'of the City of Culture to tlne enhancement of
9.80
@
@
The corporate spiritamong business leaders in Glasgow is strong and 199O proved
anotbercatalystforaction. The eventwasm ostappreciated asan expression ofthe
selfconfidence/capability and effectiveness ofthe City,reinforcing îhe notion that
Glasgow is a good place to live. One seniorexecutive confirm ed *he had m et no
one who said it w as a w aste oftim e-. Anotherbelieved itproduced -an excellent
backdrop forbusiness*. *Ittakes a long tim e to '
turn around existing perceptions';
eanything that brings forw ard the nam e ofthe City helps>,
*
(ii) Gettin? neoole to visit
@
9.81
Insofar as the Glasgow 1990 prom olion em phasised Iasting achievem ents and
perm anentassets,the eventbroughtpublic relations back in line w ith (ifnotahead
of)the *new realily' ofthe City's improving situation. Toxthis end m any business
executives took the view thatsim ply getling people to visitthe City w as a beneficial
effectof1be City ofCulture prom otjon. Tba changes w ere there to see anJ visitors
to the City w ere constantly being pieasanlly suiprised. One chîef executive,
recruiting personnelin the UK nationalpool,com m ented on changinp atlitudes from
the South. There w as m uch less resistance to m oving to GlasQow in pufsuit of
career opportunities. 'Five years ago 50 per cent w ould drop out of recruitment
from the Sôuth East w hen faced w ith a m ove to Glasgow . The m arketing push of
the Sast five years has m ade a change,.
9,82
Glasgow 1990 signalled an intention to reclaim Glasgow 's European status as a
good place to live and w ork. ltw as parlofan evolving strategy. The M iles Better
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No.
@
#
@
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(iv) Qualitv ofIife rankinc
Amoni many city rankingstudies,theHealey & BakerEuropean Reallstate Monitor
mostrecently publisbed new information on busîness attitudes to majorIocations,
9.87
The findings show ed thatthe three m ostim portantfactors affecting decisions on
business Iocations relate to com m unications (access to m arkets, clients or
custom ers; transport infrastructure; and quality of lelecom m unications). Cost
factors are of Iess im portance. The quality of life for em ployees w as considered
'absolutely essential' by 14 percent. Considering alIthe factors together,London
Ied !he listof European cities in 1991. Glasgow w as tenth overalland ranked first
in value form oney office space. But,itstillscored only fifteenth in the *quality of
IifeR Iist.
@
@
@
@
(v1 Catalvsî forinvolvement
9.88
lthasbeen observed in thepasîthatthe suppdf'tgiven to Glasgow'sartsinstitutions
and organisations by the business com m unity is exceptionailv strong,and relates to
a long tradition ofinterestanJ com m itm ent. ltm ustbe sean as ratlnerexceptional
in a Biiîish'confext, Glasoow 199O acted as a catalystforfurlher'involvem enî. The
Glasgow Cham ber of Com m erce played a role in seeking to aw aken the business
com m unity to the value ofGlasgow 1990. According to the Cham bef,the 'ew ish to
@
*
@
be involved*wis a main motive,asmuch asdirectcommercialjustification.
9.89
Scottish ABSA believes the scale and professionalism of spofisorship in Scotland
advanced m arkedly during the year. The value ofarts sponsorship w as m ore w idely
apprecialeö by the businesscom m unity.assisted by m uch im proved presscoverage.
Those involved believe that signficant Iearning took place on the part of both
sponsors and recipients during the year. The oppoqunities created by 1990 m ade
the arts organisations m ore com petitive am ong them selves. The spread of good
professionalpractice w as fostered by a num berof new appointm ents (e.g.in the
Glasgow M useum s and Ar'
tGalleries). Anolhercase in pointw as Scotîish Airports
w lnicln engaged a public relations consultancy to m axim ise the benefit of their
@
@
*
sponsorships.
9.90
The num berof Scottish awards m ade by ABSA rose from 38 in 1989/90 to 62 in
*
1990/91. This 63 percentjump (compared kvith 25 percent growth in the UK
overall) w as almost enlirely the result of the growth of first tim e sponsorship in
Glasgow . Levels ofsponsorship w hich.according to ABSA in Scotland had earlier
been thought outstanding becam e usualduring 1990,and sums w ere com mitled
w hich had previously been eonly dream tof%.
@
@
#
@
@
#
@
@
.
9.91
.
The BSIS figure m ight be regarded as very m uch a m inim um estim ate ofextra arts
sponsorship stim ulated by 1920. New sponsors were encouraged by the 1990
celebrations,and many existin: sponsors m ade a specialefforl in relation to 1990.
Attractive projectsdrew exceptionalfevefsofsuppoc. Many companiesjoining the
donor/benefactor schem e w ere firsttim ers in supporting culturalactivity.
9.92
Glasgow based arts organisations have driven the growth of acs sponsorship in
Scotland since tNe m id 1.
98Os. The Glasgcw preponderance offirst-time sponsors
in 1990 is consistent w ith that achievem ent. There w as a f312,000 fallin SAC
client sponsorship in the rest of Scotland during 1990, 72 per cent of w hich
occurred because ofa decline in tw o organisations,!he Edinburgh lnternational
181
*
'
.
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w ere introduced. A *culture bus@ operated betw een culturalattractions and w as so
popularilw as extended foran exlra fourw eeks. M ostim pocantw ere *evening half
price railfares@. These w ere offered on the locally suppoqed ScotRailnetw ork to
encourage more people tbotln residents and tolarists) to travelby traiq to cultural
eveots in and around Glasgow and elsew here in the region.
@
@
*
(c)
9.97
@
A svrvey ofrailpassengers w as carried outAugust/septem berto gauge the dem and
for the service. 11 w as found tha! 14 per cen! interview ed w ere travelling on a
specialhalf price return ticket. According to SPTE,despite considerable effort,it
proved verv difficult to clarify '
the financialconsequences of tNe initiative, a,
s this
depended upon projecîions of1he revenue that would have been collected in the
absence ofthe specialoffer. The SPTE has a responsibility îo uphold ticketrevenue
on the bocally supponed railnetw ork,w hich requires a subsidy from the regional
councilof 628,73 m illion (199 1/92). However,the spirit of the initiative w as to
encourage people from aIIover Strathclyde to attend culturalevents and,in that
respect,the initiative w as regarded assuccessful. ln the opinion ofSPTE,ethe Year
ofCulture .,.acted as a caîalystto sustain interestin w hat Ishould like lo think is
our open-m inded approacb to cultùraland artistic ideas'w bich m em bers of the
com m unity can build on,w ith us,in future yearsn.
@
@
@
@
Evaluation
(d)
9.98
@
*
ScotRailand G 1asoow Airnorl
This finding is notoutofline w ith the experiences and opinions ofothertransport
operators, ScotRailqonfirm a grow th in SPTE traffic,w hich show ed an increase of
5,5 per cen! in 1990/91 com pared w ith 1989/90. There w as no indication of
growth on the Edinburgh/Glasgow route oron intercity services. On the otherhand,
Glasgow airporrpassengers num bers in 1990/91 wefe 4.26 m illion,an 8.2 percent
increase on the previous year. The airpor!w as reluctantto attribute any ofthis rise
specifically to Glasgow 1990. This was the year w hich saw the introduction'of
direc! trans-Atlantic passenger services to Glasgow , w ith !he consequent
dispiacem ent ofactivity.from Prestw ick Airport.
*
(iii) Education nrooram m es
@
@
(a)
9.99
Obiectives
Strathclyde Education Depacm enthad well-established program m es ofwork in the
culturalfield before 1990. The Depacmentsetthe following specific objectivesfor
1990:
@
@
enhahcing the experience oflearning;
producing new opportunities forIearning;
developing new skills;
*
encotlraging self developm entamong pupils.
@
@
@
@
183
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(q)
@
@
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*m any peopie w ho had neverbeen involved in arts activilies w ere able to take
@
quality tuition from specialists broughtresults w hich surprised and delighted
staff and participants;
@
specialîalents w ere identified,and given the opportunity to develop;
part;
integration into everyday Iife w as made possibie through im proved access in
a11 senses; speçial needs workers gave support to 1he less confident
@
participants;
@
personaland socialdevelopm ent of m any hundreds of individuals im proved
significantly;
@
educative and experientialapproaches both found success*.
9.105
'The acs have now been absorbed and integrated w ilhin !he pattern ofsocialcare
experience by m ainly disabled or handicapped people. In m ost Iocations,they are
not an extra,an optional:ddendum to the.dayp buî part of every day experience
enriching the olher aspects of theirlives-.
@
@
. .
.
..
'
'
.
. . .
.:.
.
. ..
9.106
>By encouraging self expression in people w ho are so often too passivè in their
relationships,the arts have helped them to exerta greater degree of controlover
theirow n Iive and the establishm ents in w hich they w ork orreside, There are adult
training centres in Strathclyde where the entire atm osphere and regime have been
transform ed in the past year oftw o,alw ays forthe better. Sim ilar benefits have
been fels in som e elderly peoples'hom es and interm ediate treatm ent centres-.
9.107
@
As a result of its program m es over the past tw o years,:he Departm ent is now
regarded as the pioneerin this field/dem onstra:ing w hatcan be achieved. ltbroke
new ground and has successfully integrated the new approach into its standard
thinking. ln the Iasttw elve m onths its achievem ents have been recognised in m any
@
awards from professionaljournals and other bodies. The publication, Streels,
@
@
Schemes and Sîanes,by M ary Mccabe and Ewan M cvicar,descrîbes *socialw ork's
year ofthe arts*.
è
F.
CRFATIVE PERSPECTIVE
@
(i)
@
9.108
W e w ere '
not asked as part of this m onitoring exercise to underlake a cultural
assessm entof !990. Nevecheless,a relevantperspective m ay be gained by som e
reflections on tile creative im pactofthe year. These are based on discussion w ith
key informants and on inform ation provided by Glasgow 's culluralorganisalions and
institutions in response to oursurvey questionnaires.
9.109
jn generalterm s,Glasgow 1990 can be said to have im proved the clim ate forthe
acs in !he city. Glasgow 's established culturalinstitutions w ere given recognition
in tbe award of the City of Culture title and the yeardrew attention to the culturai
vitality ofthe city. According to one arts adm inistrator,the scale ofthe event
@
@
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185
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(v) Com m issions
9.114
im pact. The District Councilspent E119,000 on new works in the perform ed arts
and f110,000 onthe visualarts (including the TSW A FourCities project),a tota?of
E229,000. This represented som e tw o per cent of 1he City of Culture external
grants aw arded by the City. How ever,other new w orks w ere com m issioned by
com panîes them selves te.g.Tron,RS0),
@
@
@
Spenbing on new commissions is perhaps !he narrowesî indication of creative
Events
9.115
During 1990 Glasgow gained experience in sîaging and promoting majorevents.
@
This w as m ade m uch easierby the provision ofnew facilities. Butitw as a change
of policv w hich enabled the Burrellto be essablished as a centre for tem poraf'y
exhibitions (e.g,the Age of Van Gogh exhibiîion). This show ed that there is a
sizeable audience forhistoricalexhibitions of quality. W hiIstthe renovation ofthe
@
the rush). ltstillneeds to build a firm identity in the eyes ofthe public and to find
a clear nianagerialfocus. It is hoped that i! w illbe possible to provide csear-cut
Mcl-ellan was a majorachievement,the programming was variable (due mainly to
programming acd tojoin in the internationalmarketforlop guality events.Tram way
@
@
w as established or) a.qfirm footing as.an international venue for the visual aod
perform ed arts. ln this flexible and inform alspace it w as possible lo explore the
im portan! finks betw een !he dffferent arts.
9.116
@
The new Glasgow Royal Conceq Hall gave the biggest benefit to m usic and it
contributed significantly to increased audience Ievels. AIIm usicalorganisations
reponed more public awareness. The jointiy produced orchestralbrochures may
have contribuîed to this,though som e of:he participants begrudged the w ay itw as
financed. The W orld Orchestra Series showed that a sizeable audience stillexists
forinlernationalconcertprogram ming,as w asthe case in the oId St.Andrews Hall,
@
@
(vii) lnlernationalIinks
9.11?
@
ln the visual arts, exchange program m es for som e three dozen anists offered
studios,accom m odation m oney forliving,traveland m aterials. This involved such
facilities asW ASPS and Glasgow Sculpture W orkshop and islikely to produce lasting
internationallinks and Ijaisons. Eurocreation:!he French Governm ent's agency for
@
young creative artists, selected Glasgow as the first British city to join its
@
Book Project. Forthe firsttime,the Venice Biennale featured a separate Scotlish
'pepinieres'scheme forartists aged 20 -35. Some 19 exchanges and international
collaboralions w ith different cities covered print m aking in M oscow and the Berlin
;)reSenCe.
#
@
(viii)'Public art
9.118
In the words of one observer Kthe populist slrand in the 1990 program m e Ied to
som e em phasis on public af'tand interventions in socialsituations*. According to
theDistrictCouncil some56 non-gallerybased originalprojectswereorganised,e.g.
@
the flags schem e anJ painted laxis anJ buses. Am onp the relatively few public ac
projects which have remained,the Garnethillprojectis an outstanding exam ple of
the workofthe Germ an environm entalartistDieterM agnus,thefruitofcollaboration
@
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187
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(xi) Custuralidentitv
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9.123
through the variety of exhibitions, performances and activi&ies to find ou! m ore
about their past. Questions of Iocalidentity and regionalculture w ere raised in a
w ider European context. Changing hierarchies w ere explored and the concept of
culture itself was debated (and ironisedl by anists and others durin: the year.
Glasgow w as the setting form any conferences and w iderdebateszincluding Points
Easî, Art in Confinem ent, Charles Hennie M ackintosh and Art w ithout Frontiers.
According to one estim ate 153 m eetings on culturalquestions were held during the
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(xii) lssues
9.124
@
Benefitfrom the overallprom otion ofthe arts in the city w as feltand acknow ledged
(albeit grudgingly on occasion)by almostaIIculturalorganisations and institutions.
ltw as observed above thattbe largercom paniel w ere leàs in'volved in the yearthan
the sm aglerensem bles and one-off organisations. Despite good intentions in 1988,
perhaps too liltle attention was paià to consolidating the base. Many woutd have
preferred to see more focus on a developmenlalapproach selecting projecîs more
fortheirgrow th potential.
@
9.125
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#
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Effons w ere m ade to involve the entire culturalsectorbulinevitably,some elem ents
feltthaî 199Q passed them by and som e resentm en'
ts have been expressed. Itw as
a smallvenue which comm ented @w e do no'
thave the 1990 Office to thank forour
success during the year*, Anotherinstitution,a sm alllocalm useum 'repoqed that
*1990 m ade no im pact w h#tsoever on ouroperation*. A com m on com plainî w as
that the intensive program m ing of 199O at '
tim es had an overkilleffect and $ed to
som e inevitable clashes ofreperloire and events. There were exam ples of'horrible
ciashes' in orchestralrepertoire. Anothercase in pointw as the Paris Africa Season
funded by the Festivals Cffice at the T'
ram w ay a week before M ayfest w ith its
Frontline Stales project,
*
9.126
#
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(xiii) Lecacv
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9.127
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Itis possible thattoo m uch w as attem pted and the scale ofthe vision cam e too Iate
in felation to 1990. Perhaps more m ight have been done to achieve integraled
planning and build on îhe Pco-operative attitude and goodw illthatexisted betw een
companies in Glasgow priorto 1990/. Contrarily,the active role of the Festivals
Office as a promoterand initiator (despite self-im posed restrictions)w as resented
in some quarters,creaîing jealousies and an unhelpfulatmosphere ofcompetition.
The Iegacy forthefuîure from 1990 isconsiderable.Thisincludesthe establishm ent
ofthe M cl-ellan Gallery (asa prestige venue forSem porary exhibitions),Tram w ay (as
a large and adaptable space forperform ances,inslallations and m ixed media events),
and the Glasgow RoyalConcerîHall(boosting 1he am bitions and profile ofGlasgow 's
m usicalIife). A num ber of im aginative com m issions have left their m ark on the
urban landscape. Several sm aller institutions were invigorated by the year's
experience. The Glasgow ArtGallery and M useums are addressing the future with
pacicularenefgy. Planned developm ents beyond 1991 include an Wopen m useum R
(outreach service)and the creation ofa 'collecting centre- (housing reserve
189
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ofthese key figures,a num berofshow s and events addressed differeot aspects of
M ackintosh's influence, including !he exhibition Contem porary Visions in w hich
seven Ieading architects (e.g.Hans Hollein and Arata Isozaki)m ade installations in
the Glasgow SchoolofArt in personalhom age to him . T'
he schem e to construct
M ackintosh's House of an Ar't Lover w as incom plete at the end of 1990. Other
@
aspects of design were featured in the exhibition *Scotland Creates:Scottish Art
and Design through the Agese held aî the M cLellan Galleries.
#
@
(iii) Broadcastinn
9.132
@
related to the Year of Culture. The Ship w as part-sponsored and filmed by BBC
Scotland. Radio Clyde created a daily serialw'Fhe 9ellin the Treee, B3C Scotland
received additional program m e m oney and w as able to expand short-term
em ploymentin its Glasgow-based television M usic and Arts Departm ent. Butin the
view of one senior executive *the im portant thing about 1990 was no1 the
exceptionaiitem s butratherthose w hich (perhaps in a m odified form )are available
throughoutevery year. To thatextenl 199O did notso rnuch give fresh indications
@
@
of'Glaégow's potentialas a bfoadcaiting centre.-ltsimply'confirmed earlierviews
on the subject.* A project ofparticular artistic interest was a series of 19 four-
@
m inute films m ade forChannel4 by British and Continentalanists (e.g.David M ach,
Bruce M ct-ean,PaulRodriquez). This was com m issioned by the Festivals Office.
@
@
A rttrade
9.133
@
@
@
@
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@
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*
#
The arltrade claim ed on balance to have experienced no particularcom mercialboost
from 1990. Long term public relations benefîts w ere recognised and industry
sources reported m any m ore people througb'tlne doors. This led to *good business*'
forsom e,w hilst others thought it a Ncom m ercialdisappointm ent*. Tourists w ere
highly visible bu! w ere not necessarily spenders. 1990 had no tangible effecî on
auction prices,though itw as *a very good Mear*. At!he close of 1990 som e lhree
galleries ceased trading,doubtless victim s in part of1he recession.
(v) M usic industrv
9.134
*
The Glasgow-based broadcasting companies undertook some exceptionalprojects'
The m usic industry response was sim ilarly qualified. According to an industry
source,*1990 w as good for pop m usic and young people-,especially the Big Day
prom otion. The Glasoow RoyalConcert Hallwillbe a lasting asset, a'
ttractive to
som e prom olers and good forartists. The m ain effof't w ent into concertIife. But
no *lasting effect' w as eviden'
tin the firstfourm onths of 1991. The pop business
is 'personility Ied* and promoters of w orld stars expect to achieve their public
w herever the concens take place. The availability of venues and Iocations is
obviously necessary butthe successes of1990 did notm ake Glasgow (orScotland)
any m ore or less attractive world tour promoters. Cn the other hand, it was
suggested that the promo&ionas boost given by Glasgow 199O m os! probably
contributed to the exceptionalsuccess ofthe Rolling Stones and Pavarot'ticoncerts.
191
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9.143
The business com m unity responded positiveIy to Glasgow 199O. The Year W as
regarded as an expression of the City's capability which provided an qexcellent
backdrop forbusinessO. The generalim provem entin Glasgow 's im age athom e and
abroad w as thougbt belpful. Overall, aw areness of the City m ay not generate
business leads but helps edow n the linep and has proved a positive influence in
relalion to personnelrecruitm ent. Sim ply attracting people to visitthe City to see
*
the changes forthemselves wasa muchippreciated outcome ofGIasgow 1990.
#
9.144
@
Glasgow 199O helped change the City's perception ofitself. Som e 61 percentof
residents agreed that the 199Q programm e m ade the city a m ore pleasant place to
live and work, This fed through into a num berofiniîiatives aim ed atextending and
im proving public services.
@
9.145
Public artand incentive services (e,g.evening half price fares)were introduced on
the regionalrailsystem . These w ere sufficientfy effective to encourage the SPTE
to build on them in future years. As forthe othertranspol't services,ScotRailsaw
no indication of grow th arising from Glasgow 1990 on the Edinburgh or inter-city
routes. Passengernum bers atGlasgow Airporlincreased 8.2 percentin 1990,the
year w hen directtrans-Atlantic passengerservices w ere introduced to Glasgow .
9.146
The education program m e,w hich builton w ellestablished areas ofw ork in the aqs,
created num erous extra oppoqunitiesforschoolpupils. The rqm arkable im agination
*
@
@
and pedagogic success of 1he projects (including the on-going Strathclyde
Concenos)has been m uch praised/and im ilated. lt is difficuftto believe that !he
long term results ofthe quantum change in the service w illbe anything otherthan
very positive.
@
@
9.147
The socialw ork program m e broke new ground forîhe Departm ent w hich is now
regarded as a Ieader in the field of integrating the arts into patterns of socialcare.
Thisis an outcom e ofthe Yearw hich brough direclbenefits to clients,including first
involvem enl in arts aclivities for m any and further progress in allaying public
ignoranèe and fears ofhandicap.
9.148
Developm entand furtherance ofthe acs in Glasgow w as a furtherim pact. Perhaps
the m ain creative outcom e of Glasgow 1990 w as the recognilion given to the
achievem ents ofits culturalinstitutions and the boostîo the standing ofthe arts in
the City. This alone 'could allow m ore to grow than w as previouslv im aginable*
*
*
@
9.149
*
@
It was not only a queslion of the majorinstitutions. The community of writers,
com posers, perform ers and especially visualarlists has expanded since the m id
1980s,increasin: Glasgow 's role as a centre forcreative activity.
9,150
It is difficult to believe that !he range of visiting perform ances and exhibitions
presented 'in Glasgow during 1990 w illnot have m ade an im pression on future
generationsofScottishaqists.Benefitsto Scotlish aqisticIifewillaccruefrom the
@
m any personaland professionalIinks eslab1ished during the'Year,
9.151
disappointments felt in relation to the relatively few public artpr'
ojects remaining
*
@
@
@
@
Tbe establishm en:ofa purchasefund fornnew artpw illcom pensate forsom e ofthe
from Glasgow 1990 aod the need still'
to establish a Public ArtTrustforGlasgow ,
9.152
Severalsm allerinstitutions w ere invigorated by the Year's experience.The Glasgow
M useum s and ArtGa?leries ar* addressing the future w itb particularenarpy on 1be
basis ofexpanded core funding.
193
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10,
OUTCOM ES AND OPPORTUNITIES
*
10.1
This seclion sum m arises som e specific outcom es and opportunities arising from
Glasgow 1990.
A.
OUTCOM ES
10.2
The m onitoring exercise tracked outcom es in six m ain areas:
@
@
*
.
Syslem boost.
M arkeî developm ent.
*
M ore access and inlerest.
*
Tourism d:velopm ent.
o
@
Culturalsector developm enl.
Otherim pacts.
@
SYSTEM BOOST
#
:0.3
(a) The Yearcave added im petus to Glasaow 's actistic life;
*
there w as a m uch expanded annualprogram m e of events and attractions;
*
exhibition num bers increased by 56 percent on 1989 and hours of opening
w ere extended;
@
im portantdevelopm ents took place in !he scale and significance ofexhibilions
presented in !he City;
theatre and concertpedormances w ere 32 percent more than in 1989;and
@
@
@
@
concertIife alone exploded to tw o and a halflim es the 1989 level.
1o.4
(b) The '
oublic resoonded to the exnanded nrooram m e w ith a 4o nercentrise in
auendance:
attendance atans'events and attractions expanded from 4.72 m illion in 1989
lo 6,59 m illion in 1990;
the rise in al:endance com pares very favourably w ilh events and atlractions
in the rest of Britain;and
@
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the tourist share of m useum /gallery attendance increased from 25 to 27 per
cent.
10.7
(b) Different m arkqts responded îo differen! stim ulae:
visitor m arkets w ere m ost effectively developed by the existing institutions,
in w hich enhanced program m ing and the s'
trong prom otionalum brella of 199O
played a part;
@
#
new facilities made their greatest impact on the Iocalm arket; the Glasgow
@
the local m arket responded m ost to the new experiences offered by the
RoyalConcerlHallgenerated majorinterestamongstresidents;and
centrally-initiated projects,such as Glasgow's Glasgow and The Ship.
*
@
3.
10.8
M ORE ACCESS AND INTEREST
fa) Glasoow 's resfdents w ere enoaoed bv tbe J990 Drooramm e;
@
the Yq4rofCulsure plogram m : touched the lives of4 outof5 adultresidents
ofthe region;and
*
54 percentw entto the theatre ora concertat Ieastonce in the Year;61 per
cenî visited a m useum /gallery.
*
@
10,9
4b) Access to îhe arts increased Jurino the Year:
the proportion of residents claim ing they ''currently attend* (the Nreach')
increased in al1 ark form s in 1990: Glasgow exceeded the British average
*reach*in plays,dance,opera.classicaIconcerts and jazz;
*
increases in preach- ranged from 10 percentage points forplaysto 2 poinls for
Opera;
@
@
progress'w as m osî m arked among ABC 1s; the response of C2DEs w as
positive,in the range of 1-10 points;lhere rem ained an im balance ofresponse
belw een the sexes;
@
the m ain extensions in feach during 199O w ere achieved by renew ed
attendance on the part of residents w hose active interest had previously
Iapsed;
@
firsî-lim ers accounted for between 2 per cent (museum s) and 19 per cent
(dance)of anenders;
@
specific iniîiatives lo develop interestam ong targetted socialtroups appearto
have '
m et w ith success (e.g.Citizens Strathclyde Sum m erSeason);and
@
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m ain program m e; but the social reach of 'neighbourhood eventsm w as
narrow erthan 'street eventse and the m ain program m e.
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allqnd aq: paaoadtu! akutzlelôold c66 j atl: Teq) paalse sTuaplsaa 11e lsotule
u
: Jn I jo JeBA eq
I9A!!S0 rh9:tlO S J Ttl/ !BH
(2)
O k'0 (
+
0,.
#
#
10.13
Sianificanîtourism Drospects w ere confirm ed bv 1990:
prospects forrepeaî business w ere high (74 percentofdomestic tourists);
@
consum erresponses lo the destination im proved during 1990,
.
Glasgow 1990 helped to develop the positioning of the City as 3 cultural
destination in its ow n right;and
#
#
w hilst the im age ofthe City has changed,there is stillsom e w ay to go;the
quality of its perform ed acs program m es rem ains underappreciated.
@
5.
CULTURAL SECTOR DEVELOPM ENT
*
10.14
@
(a) The caoacitv ofthe sectorcontinued to increase in 19902
direct em ploym ent in the cultural sector in 1990 (including the centrally-
initiated 199O projecîs)was 7.8 percentgreaterthan in 1986;
@
'
.excluding !he 1990.projects,directemploymentgreW 4.9 pircentin reIatiùn '
to 1986;
*
the cullural industries w ere a grow th area (apart from broadcasting),
expanding by 3.9 percent since 1986;
@
w hilst the culluralindustries.w ere notm ade 1he prim e focus of the Year of
Culture.some aspects ofthe sector(e.g.film )did'
receive prom otsohalbenefits
from the initiative;
@
the capilal projects com pleted in 199O (the Mct-ellan Galleries and the
@
Glasgow RoyalConcer'
tHall,etc,)equipped the City betterto address future
opportunities,reinforcing investm ents m ade in 198Os;and
@
ll7e increasing num bers ofindividualartists (in the visualarts,etc.)based in
Glasgow indicated its grow ing role as a Mcreative centreW.
*
@
#
@
@
@
*
@
10.15
(b) ExTra creative oooortunities w ere Drovfded:
Glasgow 1990 im proved the climate for artistic activity in the City by
celebrating the achievem ents ofthe sector;
in!hemajorinstitutions,whilstartisticopportunitieswerecreated whichwould
nothave been possible in a norm alyear,the m om entum oftheirw ork w enton
m uch as usualduring 1990;
som e sm aller pedorm ed arts organisations w ere galvanised by the year and
m ost of the art galleries and m useum s in Glasgow City had a very active
1990;in the case ofthe Glasgow DistrictCouncil's M useum s & ArlGalleries
Departm ent,this w as supported by a substantialrise in *core* funding;
199
@
O05
*
. . ..
!'
teaottl.aq)uo aDeld aqTseJl)O.pOOTSV0öSe1D 'Sa!T!3.JO1.eJ2dkk!oJ01uollelaltJ!
t Jaueq aq:Jol'sulô'
ueqo Alplde, seM M oôselo ôulaallaq
lsea t1TnOS @ql N uopuo-l'ul'SkDQY Duottle RSeOJDLI!Ttla3 2ad : t e %eM @JBMT
*
'
'
4.
:$.
1!1JaklOkle
etkl!S, !:7 @q1zAe alnTln:l) JeaA etl.1. (q)
9 k*0 k
'
.
.
'S1Je @tl)90 Doddn; Ptle Xlluntlltuo:
::aulsnq %,hAoôsel: âq IUQLIJ@AIOAU! JaklDnl JO) lsâleleD e %eM Je@A 9tl1
'
. -.
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.
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.
y
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.
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kJoIMesöt'
IM piolqepuiatuotlwdll-eldba:p'
paTav.
m qkeaA etl;
t@7UBn!)tI!Ssekllsnq @A!à!SOd
*
e Se P/;IJCO@J SPM Peolqe #ue et.
12otl $e â1!3 @kI1 JO SSOkIOJQM e #@AO:dœ!
:S$@u!Snq J0I Qlpqrleq panleh e SeM Q66 $ M O $el9
Slavda lHJHJ.O
F
L k'0 k
*9
'esep znosplzoM
lellualod e Se M oôsel: o:aaualaillp lellaTet.u ou epem slqTTnq tuolTotuold Aec
*
. -
*
ö!a.ak1T.XIIe!D%dSa '.eldoad ôtlnoA puealsnt.u dod zoIpooô.s'eM o66$M0öSeID
pue s:allqnd JoT!S!a Dulssa:lt)e pue Jsnnol leuolTotzload Jeel: e 'ATIeAOI
.
Jgtzlcqsna tzlzgT-ôtlolôulpnaas u'
!uletuag Sgôuallekla tlaltlM am laafold tulas-ôuol
Jaq3oue &!1!tlleq uaouoa M eu aqzo:Alsnozauaö pepuodSalallqnd M oö:elD aq1
*
'
tsue patzlzoyla(j
,gpu: linàl;.ek:''
Joj.enueAq.jeuolTeulaTu! ue se-qjuoM'sT!poaozd AeMt
. uel.l-
@ ..
sTuaœaAalqaezojfl.tleSeM ue1ta33A 9qT10 uolleaoualeqT''rhtleSMOqvMansJO)''
e.llt/aae#epaqsllkes:as'eM (fezlng aqltleBh èq)ôtzllnp pèztla#a.ld s'tzolilqli:'/
:(ejaa M osselD pue
zlqlaepls ':'a) j66 j uipm eada.ls'
latgo tsuo-ouo aq o)pôhold atzlos !$leA!)S'
al
*
M e.lodtuaTIo eaueallluöls pué'aleas eq:u!sTuatudolaaap Tueuodtu!aJ@M alaqT
@
aqzltl dolaA/p 01 Sajauaôe TS!Ie!Ded% o) u9A!5 eJRM QalTjunlaoddo Bœ 0S
*
:Slelnceload: leznTlna öulpnlati!zsuojlaelue'
.
pue STLIMAe syle Ieloads ôullotuoad u!aaugyedxg :!! pp-yeqeoaq Moôseln
o.
:R..01. lem P..
?u?!J 1
47# Ie:O!ol.tl ?d
'
@
.-
(D1
9 t.0 t
'stoaîold Ne Jllcnd lo âaeôajIlettls'e ôtllpnlatg'!'paôuegpe éJ9M
anleAauel: leulaTxa :,AT!3-atIT'lo Tua: Ja(1 r.oT-ôulzpnotue-suolssltutuoa-M eu
'. . ''
(*
Ptle ISIS'IIJ? RSIDOZS
.
(o uolTeaauaô e uo uolssaldtu! ue apetu aaeq 1I!M suolTlqltlxe/saauetuaopled
öulTlslA lo eôtlel aq: pue papuedxa alaM sToeluoa IeuolTeuaalu!
.
jjz
q
'
.
..
X
ow
@
@
the considerable foreign press inlerest in Glasgow 1990 relayed a positive
picture of Glasgow as a city using a cultura!platform effeclively to address
econom ic chaIIenges;and
'
*
*
Glasgow gained an enhanced perception of itself in the Iiqht of the Year of
CuIture.
*
10,19
(c) Public service investm ent in culturalDrocesses moved forw ard:
@
culturalinitiatives fed through into expanded and im proved public services;
@
the experience of 1990 reinforced and develope'd reievant professionalskills
and practices in socialw ork and education;''
@
the social w ork program m e broke new ground in integrating the arts into
patterns of socialcare; and
*
the educationalprogram m e created extra oppocunities w hich should yield long
@
term benefitq.
'B
OPPO RTUNITIES
@
10.20
*
*
In addition to the various outcom es sum m arised above, the initiative generated
m easurable neteconom ic benefils forthe Glasgow region. The netreturn in lerm s
of incom e benefits is estim ated in the range E11.6-15.5 m illion. Further, the
initiative is estim ated to have generated som e 5,58O lo 5,815 perspn years
em ploym ent.
10.21
The majority ofthis benefitwas delivered through !he impactofthe extra spending
by visitors (tourists and dav visitors) brought into the region by Glasgow 1990.
Generally the visitorm arket (from w hich m ostshortterm econom ic benefits arose)
responded most to the work of the existing institutions (w ith their enhanced
@
programming) and the marketing campaign. The major spending on centrallyinitiated projecîsand culturalspectacularsmadeanimpactmostly onmarketswithin
@
*
the region.
10.22
The City's culturalcapacity w as expanded during )990. Forexam ple,the cultural
infraslruclure was extended and im proved and the City acquired som e experience
ofw ays lo supplem entarts program m ing,including prom oling culturalspectaculars.
@
@
@
@
@
@
@
A num berofareas ofopportunity w ere highlighted by Glasgow 1990. They relate,
am ong others,to:
sustaining m arket developm en'
t
developing culturaltourisrn
a cuk:uralindustries strategy
culturalinvestm ent.
2O1
)
*
'
.
T0T
@.
*
Op,
(*
*
*
'poounouold s's'atseM s'
apalleô ptle stzlnas'
nktl
*
Jojpueuaap szuazel. atli 'Allelauao 'laauep AJ)o)qslM e paieclpu!Tuea :ad c $ 'ô'a)
S:$:Japun aqTpue (elado aq)X.
2To)paqslv Tuea zacl6 '5'a)SaGra zo):a2nô!Itl'lq
eqTo) uolTelea u!pelleu:ls ageM s'
/lllunzloddo Jelnnllaed 'eauep pue elado 2oI qoe:
iuaaJed o(papnlou!asptu 'papuaTleAjiuallna Tou ôulqfetuosAzTolpaTueM Sœlol
kle aqTssoaae m uaplsalTlnpe lo Tuaa)Bd o k pue c uaav iea 'pBpuaue AlTuallna iou
@
*
*
lœzolueA.
2).4:
1)uollelldsepealdsaplM aqTseM o66jMoôselb IoatuoaTnoJojetuv
Gr'ok
puetu p TuaTen (!!j
.Szatz1!T-TSJ!I q1!M osa3ans pue STaxzet.
klpasdel0$u!SReolu!'oettlttlelôold
sSatlt)e peuaN elAl1e!20e q1!M STugttlaAalqae aJBM' @JBq.l..'luauJ/Aloau!öulpuaTxe 01
qanku paTnqllluoo AllealaJeaA aq$lo kunTuatuvt.
u Ieool@qTuolnalaqlultlTlM 'slslano:
o: uolselel u! Tsotu Tlel seM uôledtuea ôulTaqleku atp: po anlea eqi 'padolaaap
aq plnob sTaqletzlpue pepuaTxaaq plnoa ssacae Moq pelezTsuokuap o66kMOôSëID
*
!un o o
$
#r'0k
(!)
'
1
1NaA d J1RA3ClH XHYA
NINIG Sn
':)
'MJOM je!DOS Pue tlolle'
znrl: kl!lU@tlJ1.
s@htl!
ofeœ .eql .10 ,S1!)Btleq-<@q1 eslleal OT .
ôMlnulTuoD'u!.S@sualleq: rlalel@l''
-ltleDodul!''
vz
aJe aaaq.l- 'Slllauaq aqT aznTdeo pue btlnTuatuotu eql ujeltllet,
tl01 jlapaau Bq jl!M
polTae TeqT Suqatu seale qons u!066 k Ar.ODselD hq Raltlsllqôlq'vallltlnDoudo.ekl1 10
0eldO2d 9qT0o1iSaoDe'
-h/ptla1XaSeqan%'Se:2epalelDosse
3Jrkeu eq1..Vo5SelD 1.
.
O
pue Sladaet.u o: uolTeia: u!sehh Je9A eu1 10 Tuaœ aagloae luoœ dol/Ao; Jofettl gLI.I.
CC'0 $
yC
<-N
@
@
Figure 134
@
Glasgow residents:those not currently attending who would Iike lo
try,by artforrn
Percentages
*
AII
*
W ould Iike to try
Plays
M usicals/
panto
Dance
opera
CIassical
concerts
Jazz
concerts
Pop/rock
M useum s
G aIIeries
*
*
@
@
*
6
7
14
11
5
11
1:
7
9
9
7
13
11
5
9
11
8
6
9
9
7
7
5
3
5
7
3
5
5
6
3
4
5
8
3
6
5
4
1
4
5
8
4
5
7
11
2
5
5
7
3
6
3
2
5
4
10.26
Figure 133 show s that m uch of the expression of interest cam e from people w ho
w ere already active in other areas. Thus. the opportunity selates to realistic
prospects rather than lheorelical expressions of interesl w hich m ight never
m aterialise.
@
*
@
@
*
@
@
10
55 +
5
5
8
@
@
10
35-54
6
1O
10
@
*
8
< 35
Source: System Three.
@
@
M ale Fem ale A BCI C2DE
203
*
#0T
@
*
:luagedde S!S'
tlolTotuozd Iejaads Jo Sptzlq ujet
kzaa jo l.s'o:lqsfq eq1 ''paAIOâu!
.
:a:uel aqT 40 uolTealpu!at.tlo: aalö o: papuaku!Alalal.u eJe :alnôll eulM ollo; eq..l.
'Sôullsoa u!Taalla;o) Asee Tou s!A$!l!TJe lo pe/zds e qons.'allqnd M oôselo aklToT
palalj.o sâeldslp pue Saauetuaolled @qToluolllppe u!(dlqsleloqos zöullnln 'uollanpozd
.5.
3) S@3!A2aS Tueuodta!aplaold SuolTnTlT:u!Sue aq:jo Teotu 'Jejnolued ul 'Slseq
Injôulueatuao TuaTsl:uoa e uo aauepuaTTeJad ST:oa Gulpued: oljqnd qsllqezsg olA:ee
lou :!T1..JpeAloAu!SlSoa 1au.@qTTsule:e 1.
aG.9q .T:nu.ltlolöaz e'
tllol SJOTI:IA ôulM ezp
u!O66$ Bkll10 @IAIOS 10 Ssa33ns palqnoptln @t1T 'ltlatudollAgp l@:jleul.10 Sl.&lJ31 ul
Qr'o $
s: oa aa! lai:
l (af)
g
.
*
:(%tIa2!$!3 5qTTe *0'9)eakkltklelsold
'ssatht)e lnlSseaans Io (Se9Je ILIQABIaJ tJ! uolT.
eDlldel Pue) tlollenulltlo:
ls@tuulezôold s'
sa:lr)ec66 kuo eaualzadxaIetlolssaload Io öullood pue @ôueqoxa
lslesodoad Tlun ôujladletàlSu e snolaald aqT Io
uolTeulttlexa-aaôulpnlau!'uol:azaq)u!ôulTaxletu :De o)qaeoldde aleaodloa e
*
::ôu!qJ
JatlTo ôuol
be 'aallibalpjnol Juatudolaaap ladaetu Io etzltuejlozd aq-l- 'eJnl.njeqTu!
aSn JoJ :Tuatzlaôuezze :ulsaylleœ paTeaGaTu!dolaaap Tou p!p o66 k M 0ôSelD .::u!1:!1
JBdedsM au pue Tulld ôujTaxaet.
tlu!sTualzlahaltpoe Tueuodtu!esldsac 'Tuetudolaaep
Tel
hlaetzlIo aktltuezôozd paTTaôae:e k1)!M passalppe aq TqDltu Slt!..l- 'Sasualleqa Jofekkl
luasaldgz puetuap lualejaqT.ôtllddel pue XTlunzaoddo o66 k Bq1 uo oulpllnq qlog
*
@
*
f@
Tuaku olaa p laljleœ I attltllea ad
Lz.0 $
(!!!)
'
ezottlJo 'euo
ôuf
pueue Af
tl.az
alna .s'
suepf
.âJ$ 0)adllx #4
nOM. 0MM Rsitlq.
,
l-. q
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'l
' 'saz 'uoœ e ..
..
.
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w
.
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..... . ....j-. .......
; m .i'ôu1o:.X11kl@JJn:). .
. '.
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.
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@
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rk
qc'
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L
6
6
qpuetuap
puewep
leso.l-
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'
daoj/dod
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eledo
eauecl
olued/sle7lsnA
95
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.
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lAeld
9:
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TU/JJna
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#.
pôeTugDzgd
w
puetuap ,,:uale,leay- pue Tuakln: :sluaplsa;M osselo
.
cck aznsla
>
.
+
t1
#
#
#
Localauthority spend peranendance (f)
@
A1lm useum s/galleries
A1Ithealres/concerts/ensem bles
G lasgow 's G Iasgow
@
Tram w ay (exhibitions & spectacles)
The Ship
Theatre RoyalSpecialSeasons
2.41
4.43 .
9.47
13.18
13.89
32.17
43.07
83.12
Bolshoi
Sinatra
#
Scottish Af'ts Councilconsributed the equivalent of a further E5.87 per
Glasgow anendance.
@
(v) Promotionalintiatives
@
10.29
As a guide to the kinds of furthef initiatives w hich m ight encourage m ore
developm ent in the residentm arket,a range ofsuggestions and relevantresponses
are setou!in Figure 134. The egood buy- option (discounttickelsjappealed mos'
t/
*
togetherwith 'convenience krogrammingm (more events in yourarea). Secondary
@
@
#
@
.
interest w as strong for better inform ation to be m ade ava'ilable, There w as som e
supporî for festivalprogram ming/or more events Iike Giasgow 1990. Figûre 135 '''''''
.
L-'':'
show sthatnon-attenders w ere m ostIikely lo respond to convenience program m ing.
A strong plea forbetterpublic transport,good buys and conveniepce program m ing
w as registered by Outer Glasgow . Under 35s w ere m ost likely to reac'
t to
convenience program m ing,discountticke'
ts and m ore street/free enlecainm ent. The
young w ere also the m ostlikely suppocers of*anolhereventlike Glasgow 1990*.
Figure 136
Glasgow residents:factors Iikely to encourage m ore attendance at
theaîres,etc.
Percentages
@
#
*
@
@
@
Percentage of adults
Betterinform ation
Benerpublic transport
Discoun!tickels
M ore events Iocally
M ore street/free entertainm ent
Learning opportunities
Festivalprogram m ing.
Very
likely
Quite
likely
Not at aIl
likely
25
26
34
44
26
32
11
19
12
38
32
9
24
5
23
30
20
36
17
39
14
Source:System Three.
. Anothereventlike Glasgow 1990.
@
#
@
@
205
*
*
90r
(9
*
0;
. '
.
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pue Sueuodul!M i
7A uaeM Teq eoueleq aq:uaaa ':)Ta 'Stunasnktl'Salleaqlu!1SaJ31u!
leuoSladIo%uols:a/dx:t?!tlTMop;oueleleueôo:paleaddeaeaj.aM.
I.*9:6$01uollela.
l
-
. .
.
.
..u!peôueqcun âljenzlla .36- s'
aznôlj j66feq1aiàqM-.I:Aéi. 1éuèoud. aqïïe'
paleaiaa'''-''' '-j!J1e
Tou seM .& !I!q#I!eAe Iezauaô. uo ôu!M S 066 # aA!1!SOd atl.1. *996 t 01Je1!ttl!S'AI5tl!'
seM Tlnsm gq1 '.xlleuoslad . tuaql ol TueTaodtu!aJeM '3T@ 'SBJ$e3q1 Teql paTealpu!
.
(Tuaa 2ad 691 #1u2p!S@2 J@M al '.X1!I!qeI!eAe. lelauas uo Sa%uodsa: q1!M paledtuoa k(2'0 k
2 u!ICUOSJ
@
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tl:J0J luetlodtul. SeM âllllqillele
peaell/q âaq: leq: pepuodsez Saapueue-uou lo Tuaa Jed 06 tlaAa 'ôu!'
.
1!J1S Suletua;
âTlllqelleAe. 10 eouvl-lodtkl!9qT uo luaktla/löe 10 laA91.etl..l- 'xltleDodtu!hl%h -SeM -
âljlqelleAeJ!@tl1ôklltulel: k66ttl!SStl/PUOdS@J10lua:lJBd tLqll?dStlOJTGXl1
'
et1öllde3xg
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eq uoluldo atll t9:6ù q1!M Uoslzedt.
tJog u! 'altlel-lodtu!
XJ/A. ol .lueuodœ ! ellnb ktlol) ôu!M 9 lu/a a@d G e M e$ elnzlna 90 JeeA eq-L
'Moösel: Io aldoaö @tg Jol plueuodtu!hlzh.po oTueuodtul.%eM ':a!ï!1!3eleSai'10
AzlllqelleAe @q11eM1paaallaq :llnpe 10 TuaaJ9d 96 BUJOS *066 kM ODSBID A9 ;IOC'JOILIIOJ
azaM aTa z:uaauoa zstunasnt,
u 'salleaklT lo eauetlodtu! aqT ol Sapnslue 9A!)!S0d 062*c k
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.
.
o.
t
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z%aA!le!l!u!Ieuollotkloid 01SaluodSa: @A!1!%Od â2@A :%lu/plSa;M o5SeID L% $.@znöld
#
@
@
Figure 138 Glasoow residents: im porlance of theatres, m useum s, etc. ''for the
people of Glasgow ''and ''foryou personally''
Percentages
@
@
@
@
Forthe people ofGlasgow
1986 1991 Difference
Adults responding
availability is
Very im portant
Qufte important
Notim portant
66
29
5
71
24
6
+5
-5
+1
Foryou personally
1986 1991 Difference
38
33
29
Source: Policy Studies Institute;System Three.
37
32
31
-1
-1
+2
'
@
@
Figure 139 Glasgow residents: im portance of theatres, m useum s, etc.''for the
people ofGlasgow ''.by socialcharacteristics, 1991
@
@
A1I
Adults responding
availabilily is
Very important
Quite im portant
Notim portant'
*
71
24
5
69
24
6
72
23
5
77
18
5
67
26
7
67
27
6
74
23
5
71
22
8
Source: System Three.
@
lncludes 'don': know s'. 'neither im portant nor unim por&ant' and 'not very
im portant'.
@
@
M ale Female ABCI C2DE . < 35 35-54 55 +
'' ''
Figure 140 Glasgow residents: im portance of theatres. museurns, etc. ''fcr tl7e
people of Glasgow '',by attendance and place of residence
'
'
@
@
@
@
Adults responding
availability is
Very important
Quite im portant
Notimportant*
Al(
Attender
Yes
No
71
24
6
75
21
5
59
31
11
Glasgow
city
Cuter
Glasgow
73
20
7
69
27
5
Source: System Three.
@
@
@
@
. lncludes 'don't know s', 'neither im portant nor unim porlant' and 'not very
im portant'.
207
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'
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*
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Ieloads ôulpnlaul) Sledzetu Tslanol a!I!:@dS o:
k JeaA aq1 40 s'
eulls eleladoadde
le SuoSea: & !zo!Jd u! Sa!)!l!neI Ielnllna S,M 0öSelD JO ôulladlel.u dnolô
*
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(iv) Tw o cities
10,35
ForBritish tourists travelling on to otherplaces, 2 outof 5 w ere off to Edinburgh.
Oversaastouristsw ere m ore inclined to tourand Edinburgh w as an extra destination
for 3 in 5 of them . By the sam e token, perhaps a third to a half of Edinburgh
Festivaltourists visiled Glasgow as pan oftheir 1990 trip. The jointattraction of
Glasgow and Edinburgh has yeîto be effectively addressed. Tw o-centre m arketing
and joint product/programming development for promotion in appropfiate leisure
touristmarkets (shortand long stay)deserves serious consideration.
#
@
(v) Loss ofm omentum
10.36
A dangeris thatthe momentum established during 1990 w illstartto drop off. As
pointedoutbySaatchiandSaatchi,thetrackingstudydatacomparil
iiSeptember
@
1990 w ith January 1991 seem to confirm this possibility.'Ofparîicularconcern is
the five poinîslide in those thinking Glasgow is an 'exciting place to visit'.
*
Figure 141
PerceptionseofGlasgow :change atclose of 1990
*
Percenîages
@
Sept :990
@
Percenlage agreeing Glasgow
increasingly im portant forthe arts
Fxciling place to visit
Rapidly changing forthe better
Rough and depressing
W ide variety ofthealricaland
m usicalevents
Good pubs,restaurants & nightlife
Happy to iive and work there
#
@
*
10.37
@
è
l
*
#
5:
23
48
36
29
23
12
29
21
12
-3
-5
-1
+ 1
W ilhdraw alfrom m arket Dlace
#
@
54
'28
49
35
Difference
Source:Saatchiand Saatchi.
@
@
Jan 1991
Following an intense period ofadvertising Glasgow had no presence in the m arketplace
for six m ohths. The positive public relations.program m e.vicually dried up w ith the
closing ofthe Festivals Office and there was som e sw itch offocus to Dublin,the City of
Culture 1991. Neverlhless,the rating and awareness ofGlasgow in January 1991 still
represented a considerable gain over1he position atthe outsetof 1990.
(vii) Difficulttim e
10.38
But the evidence of a slide comes at a tim e w hen prospects in the traveltrade are
particularly difficult. Many factofs affectprojects in the Touristtrade. Scottish Tourist
Board occupancy data confirm the scale ofthe challenge. Room occupancy in Glasgow
2O9
*
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#
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@
(i)
10.41
#
#
Effects ofGlasaow 1990
W hiIstthe culturalindustries w ere notm ade the prim e focus ofthe YearofCulture,
som e sectors did benefit. The European Film Aw arös Ndrew atlention to film in
Scotland as never before'. Efforts m ade to publicise architecture 3nd the
broadcasting companiesundertooksomeexceptionalprojects.Generally,the sector
feltno panicularboostfrom 1990. One seniorbroadcasting executive putit*1990
did not so much give fresh indications of Glasgow 's potentialas a broadcasting
centre. Itsimply confirmed earlierviews on the subject*.
@
@
CULTURAL INDUSTRIES
(ii)
10,42
*
Stratecv
From an econom ic developm ent perspective, Glasgow Districî Council and the
Glasgow Developm ent Agency have been addressing a range of iniliatives in the
culturalindustfies field. These include:
@
M edia Centre:a resource forprom oting the media industry cityw ide,including
industry facilities and accom rnodation forrelevan!agencies (e.g.Scottisb Fjlm .
Council);
@
Design M useum :a resoufce,forum and shop w indow for Scottish industrial
design;
@
Crafts Business Developm ent: a possible initiative incorporating inform ation
services,marketing supporl, property supply (w orkshops,exhibition spaces
and retai1areas)and finaf)cialassistance;
@
Strathclyde M edia Training: a review of training needs, carried out in
conlullation w ith the industry,m akinp proposals forfilfsng gaps.
*
(iii) Sectorofoooocunitv
#
10.43
*
@
#
its region.' '
F.
#
@
#
@
#
Perhaps a chance w as m issed in the City of Culture celebrations to prom ote and
secure Glasgow 's standing as the UK's principalculturalindustries centre outside
London. It is still a sector of opportunily. The potential for Glasgow and for
Scotland,building on existing training strengths and business resources (especially
in the designer trades and screen industries) rem ains considerable, A cultural
industries stratepy forGlasgow should become an imponantpriority forthe City and
.
CULTURAL INVFSTM ENT
A nhase of asset develo;)m en!
10.44
None ofthe above areas ofopportunity w illbe fully realised w ithoutfirm resolve to
nurture the creative enef:ies ofGlasQow . The YearofCulture drew atlention to the
#
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*
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#
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#
#
@
Scottish Onera :Scottish Ballet
10.47
@
Glasgow is the only city in Bri:ain outside London w ith b0th a m ainscale opera and
m ainscale balletcom pany. This is one ofthe City's m ostcom petitive features and
it should be a priority to take m ore advantage of it. ln term s of further capital
projects which woufd extend the scope of existing organisations, proposed
developm ents aîthe Theatre Royalrepresentan im portantopportunity. The City's
laroest creative organisations are constrained by the arrangem ents at the Theatre
Royal. In particular,the Theatre's use by Scotîish Opera forrehearsalpurposessets
Iimits to the numbers ofperform ances w hich can be presented.
#
#
10.48
@
culluraltourism context. This w illalso require upgraded front of house provision
@
w hich has fallen behind the standards being setin othercities (including Edinburgh).
*
@
Glasgow would benefit greatly from m ore perform ances by Scottish Opera and
Scottish Ballet w hich should be presented on a m ore regularand consistent basis.
As w as show n above,the Iatentdem and foropera and dance/ballet in the region is
substantial. A m ore aclive Theatre Royalis needed to play a positive role in the
Further schem es
10.49
Fucherschem es underconsideration by the District Counciland others include:
the refurbishm ent of the City Hall as par! of an integrated com m ercial
developm enton !he Candleriggs site w ith provision forextra culturalfacilities;
@
major'framework developmentsl:
@
@
Gallery ofContem porary Art
Contem porary Dance SchoolforScotland
Design M useum (see para.10.44)
furtherw orks atthe King's Theatre;
*
im proved facilities forstaging @events* e.:.atthe SECC oroutdoors;
Ctherprojectscurrently in the pipeline include two sludios atthe Citizens Theatre.
#
An auditorium is being created in Dow anhillChurch and a s'
tudio space at Ranshon
Church.
#
@
#
#
@
tvi) Precincts
10.50
M any of'
these schem es have tourism im plicalions. W e think there is a need forthe
City'to continuing pursuing the issue ofculturalprecincts. By prom oting designated
areas ofthe City,defined by ctus:ers of arts attractions,as culturalprecincts,it is
possible to turn them into destinations in theirow n right. Am ong the benefiîs arising
w ould beJ
reinforced com m ercialopportunities;
a boostto the City's appealto residents and tourists;
consum ers attracted to shops,restaurants,etc.;
#
@
@
213
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*
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G.
CONCLUSION
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A m bition
10.55
The YearofCulture w asconceived both as a celebration ofculturalachievem entand
an exercise in developm ent w ith an eye to longerterm targets, M ore than m any
British cities, Glasgow has used 1he arts to com m unicate its regeneration and
addressed the role ofevents strategies in econom ic developm entthrough tourism .
10.56
The significant corporate response of Glasgow 's business com m unity '
to 1990
respresents an enorm ous opponunity for the arts organisations in the City. The
process of building furthersupport in Glasgow on the basis of m uîualinterest is a
@
@
majorchallenge forboth parliesinwhichABSA Scotland,in partnership with others,
should have a constructive role lo play.
10.57
*
The Garden Festival proved that events on a Iarge scale could be m ànaged in
Glasgow . Butthe YearofCulture was envisaged in a quite'differentw ay involving
a tw elve m onth period and a com prehensive approach. This m onitoring exercise
' w as intended to provide a statisticalpicture ofthe effects ofthe'Year,w ith a focus
on arts events and attractions.
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(ii)
10.58
Outcom e
The Year delivered a major boost to Glasgow's culturalsystem . The resident
population w as engaged by Glasgow 1990 and responded positively to the
program m e. Questions of Iocal culture and regional identity w ere raised in a
European context and people w ere encouraged to find out m ore about their past.
The m om entum generated in the Year achieved significant developm ents in local
attendance and invotvem ent in the arts.
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10.59
*
Glasgow 1990 substantially im proved externalperceptions ofthe City athome and
abroad. M ajor developments took place in visitor markets for arts events and
atlractions in Glasgow , The expanded tourist interesî in Glasgow was an
achievem ent w hich signalted significant future opportunities. The initiative
generated subslantialnet econom ic and socialbenefits. Exlra em ploym ent w as
@
estim ated at 5,350 - 5,580 person years. The cultural sector supponed
approximately 21,50O jobsinthe Glasgow region in 1990 equivalentqf2.8 percent
@
ofthe econom ically active population.
10.60
@
In developm entlerm s,the m ain achievem ents related to m arketgrowth,increased
access to the ar'ts and im proved perceptions of :he City. The legacy of capital
projects (the McLellan Galleries and the RoyalConcerl Hall,etc.) reinforced the
investm ents of the 1980s and expanded Glasgow 's ability to address various
*
opportunities.
@
(iii) Opponunities
10.61
@
The nature ofthe opportunities highiighted by Glasgow 1990 m eans thataction w ill
be needed to m aintain the m om entum and capitalise on the gains m ade during 1990.
The developm ents in interest and access w illneed reinforcem ent. By the sam e
@
275
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GLASGOW 1990
M USEUM S & GALLERIES
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BurrellCollection (GDC)
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ArtGallerv & M useum ,Kelvinurove (GDC)
OtherIocalauthoriîv m useums
M useum ofTransport(GDC)
People's Palace (GDC)
Pollok House (GDC)
Provand's Lordship (GDC)
Rutherglen M useum (GDC)
Haggs Castle (GDC)
Clydebank M us'eum
Ham ilton M useum
Paisley M useum
Lochw innoch Com m unity M useum
Coats Observatory
tillie Ar'tGallery
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Auld Kirk
Heatherbank M useum of SocialW ork
lndeoendent m useum s
Hunterian M useum
Hunterian ArtGalfery
Mackintosh M useum -G1asgow SchJolof'Art
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Cam eronians M useum
RoyalHighland Fusiliers M useum
Charles Rennie M ackintosh Society
Sum m erlee Heritage Trust
Springburn M useum
Tenem ent M useum
David Livingstone Centre
Art Lovers House ' '
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M ct-elIan Ga11eries (G DC)
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Galleries,studios,lem o;exhibition soaces
Com pass Gallery
Transm ission Gallery
Glasgow Print Studio
Glasgow Scutplure Studios
Collins Gallery
Glasgow SchoolofArt(New bery Gallery)
Open Circle
Stree,
tLevelGallery and W orkshop
W ASPS Galsery and Studios
Glasgow Arts Centre
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Third Eye
Tram w ay
G lasgow 's G Iasgow
Dom e of Discovery
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GLASGOW 1990
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PRODUCING COM PANIES/ENSEM BLES
Ooera
Scouish Opera
M usic Theatre Scotland
Dance/M im e
*
Scottish Ballet
Giasgow lndependen: Dance
Rotating Dancers
Long Dog
Gregory Nash Dance Group
Panoptic
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Dram a
*
Citizen's Theatre
Tron
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W ildcat Stage Productions
7.84 Scottish People's Theatre
TAG Theatre Com pany
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è
*
Performance Projecl
Theatre in the Sand
Clyde Unity Theatre
Fablevision
Pen Nam e Production
W elfare State International
ProjectAbility (Jigsaw )
Street Biz
Big Noise
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Tbe Ship
A rches
Third Eye
Orchestras/Ensem bles
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Scotlish Nationalorchestra
BBC Scotîish Sym phony Orchestra
City ofGlasgow Philharm onic
Glasgow FestivaiStrings
Sconish Early M usic Consort
Scotîish Ensem ble
Capella Nova
Paragon Ensem ble
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Ensem bIe 90
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GLASGOW 1990
PERFORM ING ARTS VENUES/PROM OTERS
Producino thealres
Citizens Theatre
Tron Theatre
Clyde Theatre,Clydebank (W ildcat)
Receivina theatres
King's Theatre
Theatre Royal
Pavilion Theatre
Arts centres and sm allvenues
OId Athenaeum Theatre
Craw furd Theatre
The A rches Theatre
M itchellTheatre
Tram w ay
Third Eye
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G Iasgow Arts Centre
Paisley Arts Centre
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Pearce Institute
M ary HillAcs Centre
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Concer4 HaI1s
Glasgow RoyalConcert Hall
RoyalScotlish Academ y of M usic and Dram a
City Ha11
Henry W ood Hall
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Concer'tHallBroadcasting House
Scottish Exhibition & Conference Ceotre
Kelvin H al1
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O ther
Glasgow Film Theatre
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Festivals and othernrom oters
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Glasgow InternationalJazz Festival
Glasgow InternationalEarly M usic Festival
Chorus lnternational
Paisley lnternationalOrgan Festival
*
M ayfest
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lnternationalFolk Feslival
NationalAssociation ofYouth Orchestras
M usica Nova
W esîbourne M usic
M usic in University ofGlasgow
East End Arts
FeslivalofJew ish Culture
Glasgow Tryst
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1990 COM M ISSIONS
C om poser
Perfofm ed by
John Cairney
Stew arî Conn
Gordon Crosse
M artin Dalby
CarlDavis
G 1asgow & DistrictBurns A ssociation
Notye'
tperform ed
Scottish NationalOrchestra Chorus
Kings CoIlege Choir
British Association of Sym phonic &
W inds Ensem bles
Paragon Ensem ble
Paragon Ensem ble
Sconish NationalOrchestra
Paragon Ensem ble
Sconish NationalOrchestra
Scotîish Cham bef Orchestra
paragon Ensem b1e
Glasgow OrchestralSociety
Scottish NationalOrchestra
CapelIa Nova
Scottish Opera
Paragon Ensem ble
Jam es Dillon
Norm a M alcolm M acGuire
Jam es M acM illan
Jam es M acM illan
Thea M usgrave
N igeIO sbourne
W ilm a Paterson
John Purser
W olfgang Rhim
John Tavener
Judith W eir
Thom as W ilson
A uthor
Peter Arnott
NealA scherson
A nne Dow nie
Peter Nardini
Tony Roper
11 Govan W ri:ers -Govan Story
6 playw rights including,Tom
M cGrath,Jessie Kesson,w rote The
H ighIand M an's Um bre11a.
Tron Theatre
Test Departm ent
Tron Theatre
Cum bernauld Theatre
Tron Theatre
7.84 Theatre Com pany
A rtist
Location
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Boyde Fam ily
Road Study (U rban
G lasgow 1990)
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Peter M ccaughey
DieterKagnus
@
Jim Buckley
Shona Kinloch
Doug Cocker
DanielTrevor
Dhruva M istry
Pollok Park
GarnethillPark
M ilestones,Dennistoun
M ilestones,W oodlands
M ilestones,Drum chapel
M aryhillCentralHalls
University ofGlasgow
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Eden CourtTheatrp
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A IistairM ccallum and
Jane Carroll
Duncan Shanks
Kathleen Cham bers
John CIark
Ian H am ilton Finlay
lan M cCu11och
Stephen Broadbent
Gw yneth Leech
Renew a1,
Scotlish Trades Union Congress
Glasgow InternationalConcertHall
Buchanan Street
Queens Park Synagogue
RiverClyde Bridge piers
G Iasgow Internaliona1Concer! HalI
Pollok Shopping Cenlre
The CathedralChurch ofStMary the
V irgin