Alastair D Maclean. Item number Report number Wards. All. P24 Council outcomes. Coalition pledges. CO20 Single Outcome Agreement SO1 and 2

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1 Culture and Sport Committee 10.00am, Tuesday, 20 August 2013 Edinburgh Festivals Impact Study 2012 Item number Report number Wards All Links Coalition pledges P24 Council outcomes CO20 Single Outcome Agreement SO1 and 2 Alastair D Maclean Director of Corporate Governance Contact: Lynne Halfpenny, Head of Culture and Sport Tel:

2 Executive Summary Edinburgh Festivals Impact Study 2012 Summary This report presents the findings of the second in a series of studies examining the multiple impacts of Edinburgh s 12 major Festivals (the list of Festivals is in appendix one). Background The first Edinburgh Festivals Impact Study, which covered the calendar year 2010, was commissioned by Festivals Edinburgh, Scottish Enterprise, the Scottish Arts Council (now Creative Scotland), the City of Edinburgh Council, EventScotland (also representing VisitScotland) and the Scottish Government. These are key partners of the Festivals Forum, the high level strategic group which brings together representatives of those with a stake in maintaining the Festivals global competitive edge one of the 14 recommendations identified in the 2006 Thundering Hooves report. That first study was one of the most comprehensive impact studies ever undertaken in the international cultural sector. It built on the Edinburgh Festivals Economic Impact Study conducted by SQW in 2004/05, which assessed the collective economic impact of Edinburgh s major Festivals. It also responded to some of the issues identified in the Thundering Hooves report of 2006 which looked at the competitive global position of Edinburgh s Festivals. Assessing cultural, social, economic and environmental impacts, the 2010 study, published in 2011, showed that Edinburgh s Festivals make an enormous contribution to Edinburgh s reputation as one of the most attractive and inspiring cities in the world, while positively affecting the quality of life of people in the city region and in Scotland as a whole. The results confirmed that the Festivals are cultural platforms, forums for national and international debate, drivers of ambition, creators of cohesion and economic powerhouses - generating 261 million of economic impact for Scotland and sustaining 5242 full time jobs in Edinburgh. The scale and depth of the study reaffirmed Edinburgh s position as the world s leading festival city and created a model to allow the Festivals to undertake further research on an annual basis. Culture and Sport Committee 20 August 2013 Page 2 of 8

3 The focus of the 2012 Impact Study Subsequently the Board of Festivals Edinburgh, being the Directors of the 12 Festivals, agreed that the Festivals should measure different impacts each year. For the calendar year 2012, it was agreed that the research focus would be the cultural impact of the Festivals on audiences. Methodology One of the aims of the 2010 study was to allow the Festivals to develop an impact assessment model that would be an efficient and cost-effective means of assessing impact over future years. Using a comprehensive question bank developed from that study, the Festivals identified a set of common questions to include in their normal annual audience surveys thus reducing costs and embedding cross-festival evaluation in their standard business model. Festivals used either face-to-face interviews or an online survey to complete the research amongst attenders. The overall approach was to evaluate the impact of experiencing the Festivals based on a five point attitudinal scale. Data for each Festival was gathered and collated, and aggregate results were weighted by size of Festival audience. Findings from the 2010 research were also re-calibrated to reflect the size of audience and therefore allow comparisons with 2012 results. This work was undertaken by The Audience Business, building on initial impact study work by Burns Owens Partnership. The total sample size across all Festivals was 21,000 (larger than the 2010 study sample size, which reached more than 17,000 respondents). The 2012 respondents came from the following areas: Edinburgh 29% rest of Scotland 23%; rest of UK 34% rest of the world 14%. Results The results of the 2012 Impact Study show that for locals and visitors alike, the Edinburgh Festivals are fundamental platforms of discovery in the annual cultural calendar and play a key role in developing audiences for the year-round cultural offer. In relation to all of the results given below, 3% is taken as the statistical margin of error. Cultural Platforms o 90% agreed that the Festivals were must see events a significant variation on the 2010 figure of 73%; o 79% stated that the quality of the Festivals was better than other comparable events another increase on the 2010 figure of 69%; o 95% stated they were satisfied with their experience of the Festivals - no comparable data from Culture and Sport Committee 20 August 2013 Page 3 of 8

4 Cultural Discovery o 80% agreed that the Festivals gave them an opportunity to discover new talent, styles or genres a statistically similar figure to the 2010 result of 82%; o 92% agreed that the Festivals gave them a chance to see artists and performances that they could not see elsewhere a statistically similar figure to the 2010 result of 94%; o 85% agreed that the Festivals showcase high-quality work from around the world - no comparable data from Audience Development o 64% agreed that the Festivals had made them more likely to take greater risks in their future cultural attendance a statistically similar figure to the 2010 result of 66%, while those who strongly agreed with this statement increased from 18% in 2010 to 23% in 2012; o 57% disagreed with the statement that the Festivals had no impact on their enthusiasm for culture a statistically similar figure to the 2010 result of 54%; o 53% agreed that attending the Festivals made them more likely to attend other events throughout the year, equating to 2 million potential future attendances a statistically similar figure to the 2010 result of 56%. This evidence demonstrates that the Festivals have sustained their position as highly prized platforms and showcases for performing companies and artists, thinkers and scientists from around the world. This cultural impact is the key reason why international festival directors, programmers, cultural planners and strategists are all drawn to the city and the Festivals wealth of culture. This impact was given further impetus last year, when Edinburgh s major Festivals seized the opportunities arising from the UK s status as host to the 2012 Olympic and Paralympic Games and the designation of 2012 as the Year of Creative Scotland. With partners, the Festivals staged in addition to their cultural programmes - a number of key events, including: The inaugural World Fringe Congress, organised in partnership with the World Festival Network, drew 47 fringe festival leaders from 18 countries to exchange ideas and experiences The Edinburgh World Writers Conference, presented by the Edinburgh International Book Festival and the British Council, attracted 50 world-renowned writers and was watched online in 60 countries The first ever International Culture Summit - Culture ministers from over 30 countries attended this event, organised in partnership with the Edinburgh International Festival, Scottish Government, UK Government and the British Council. In 2012 the city s Festivals demonstrated that their resilience and continuing tourism, economic and social value derives from, and is dependent upon, the artistic vision, Culture and Sport Committee 20 August 2013 Page 4 of 8

5 ambition and programmes of the individual festivals. The breadth and depth of these programmes, with their unique spread of premieres and commissions, provide the distinctive cultural offering in Edinburgh that is the envy of cities around the world and each year attract artists, audiences and media from over 70 countries. In addition, the Festivals can ably demonstrate that they play a fundamental role in stimulating and developing audiences for the wider cultural offer across Edinburgh throughout the year. Next Steps As noted above, Edinburgh s Festivals have agreed to measure different impacts in each forthcoming year. For the calendar year 2013 the research focus is the social impact of the Festivals. It is already clear from the 2010 Impact Study that the Festivals invest in the growth and development of individuals and communities, through the rich, diverse and highly accessible nature of the work they present. That study showed that: 89% of local audiences agreed that the Festivals increase their pride in Edinburgh as a city; 75% of audiences agreed that the Festivals had given them the opportunity to spend more time together as a family; 69% of teachers felt that the Festivals made a difference to the children s creativity; 65% of parents agreed that the Festivals had improved their children s well being. Through their active commitment to participation, the Festivals extend the impacts of their programmes with important education and community initiatives. During 2013 the Festivals will be studying those impacts more closely, with a view to further assessing how they benefit the people of Edinburgh and how they might shape their future offer. Recommendations It is recommended that the Committee: 1. welcomes the findings of the 2012 Impact Study; 2. congratulates the Festivals on their resilience and enduring impact; 3. welcomes the measurement of the Festivals social impact in 2013 and requests that the results of this study be presented to Committee in due course; and 4. notes that all impacts, whether cultural, economic or social, are dependent upon the artistic vision, ambition and programmes of the individual Festivals. Measures of success The Festivals have produced a statistically significant and reliable body of evidence in the form of an Impact Study focusing on cultural impacts that can be repeated in future years. Culture and Sport Committee 20 August 2013 Page 5 of 8

6 Financial impact All of the Edinburgh Festivals which engaged in this project, together with Festivals Edinburgh, receive revenue funding from the Council. No additional funding from the Council was required to complete this study. Instead, the impact programme developed from the original 2010 study has been embedded into the annual operational model of each Festival and the collation of data is undertaken through the auspices of Festivals Edinburgh. This approach provides a cost-effective and efficient process for the ongoing collection of impact statistics about the Festivals. Equalities impact The report s contents are not relevant to the general equality duties of the Equality Act Sustainability impact The impacts of this report in relation to the three elements of the Climate Change (Scotland) Act 2009 Public Bodies Duties have been considered, and the outcomes are summarised below. This Study reconfirms the contribution which the 12 major Festivals make to achieving a sustainable Edinburgh, by helping the city to retain its reputation as the world s festival city and a cultural destination. This will benefit residents by contributing to Edinburgh s high quality of life, promote wellbeing and build confident communities, and will also support the city s (and Scotland s) economy. Consultation and engagement As noted above, around 21,000 people attending the Festivals in 2012 were consulted during the Impact Study. Background reading / external references Edinburgh Festivals Impact Study 2010 report approved by the Culture and Leisure Committee on 28 June Edinburgh Festivals Impact Study 2010 The Edinburgh Festivals Cultural Impact 2012 document will be available shortly on the Festivals Edinburgh website. Alastair D Maclean Director of Corporate Governance Culture and Sport Committee 20 August 2013 Page 6 of 8

7 Links Coalition pledges Council outcomes Single Outcome Agreement Appendices P24 - Maintain and embrace support for our world-famous festivals and events CO20 - Culture, sport and major events Edinburgh continues to be a leading cultural city where culture and sport play a central part in the lives and futures of citizens S01 Edinburgh s economy delivers increased investment, jobs and opportunities for all S02 Edinburgh s citizens experience improved health and wellbeing, with reduced inequalities in health 1. List of the 12 major Festivals Culture and Sport Committee 20 August 2013 Page 7 of 8

8 Appendix 1 The 12 major Festivals are: Edinburgh s Hogmanay; Edinburgh International Science Festival; lmaginate Festival; Edinburgh International Film Festival; Edinburgh Art Festival; Edinburgh Jazz and Blues Festival; Royal Edinburgh Military Tattoo; Edinburgh International Book Festival; Edinburgh International Festival; Edinburgh Festival Fringe; Edinburgh Mela; and Scottish International Storytelling Festival. Culture and Sport Committee 20 August 2013 Page 8 of 8

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