European Capital of Culture 2008 Socio-Economic Impact Assessment of Liverpool's Bid
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FINAL REPORT
Liverpool City Council
European Capital of Culture 2008
Socio-Economic Impact
Assessment of Liverpool's Bid
May 2003
ERM Economics
Suite 8.01, 8 Exchange Quay,
Manchester, M5 3EJ
Telephone 0161 958 8800
Facsimile 0161 958 8888
Email post@ermuk.com
http://www.erm.comFINAL REPORT Liverpool City Council European Capital of Culture 2008 Socio-Economic Impact Assessment of Liverpool's Bid May 2003 Reference 0001778 Prepared by: Kram Sadiq, Howard Walker, Steve Hutton, Hannah Artis For and on behalf of ERM Economics Approved by: Kram Sadiq Signed: ______________________________ Position: Technical Director Date: 14 th May 2003 This report has been prepared by ERM Economics, a trading name of Environmental Resources Management Limited, with all reasonable skill, care and diligence within the terms of the Contract with the client, incorporating our General Terms and Conditions of Business and taking account of the resources devoted to it by agreement with the client. We disclaim any responsibility to the client and others in respect of any matters outside the scope of the above. This report is confidential to the client and we accept no responsibility of whatsoever nature to third parties to whom this report, or any part thereof, is made known. Any such party relies on the report at their own risk.
CONTENTS 1 INTRODUCTION 1 1.1 TERMS OF REFERENCE 1 1.2 CITIES , CULTURE AND COMPETITIVENESS 1 1.3 STUDY APPROACH 3 1.4 REPORT STRUCTURE 4 2 LIVERPOOL’S CAPITAL OF CULTURE PROGRAMME 5 2.1 CAPITAL OF CULTURE O BJECTIVES 5 2.2 PROGRAMMING OF EVENTS 5 2.3 O RGANISATION AND RESOURCES 8 2.4 SOCIAL INCLUSION STRATEGY 9 2.5 TARGETS AND O UTCOMES 11 2.6 CONCLUSIONS 13 3 CULTURAL INDUSTRIES 14 3.1 INTRODUCTION 14 3.2 ECONOMIC TRENDS 14 3.3 CULTURAL INDUSTRIES 16 3.4 CULTURAL INFRASTRUCTURE INVESTMENT 20 3.5 CONCLUSIONS 25 4 SOCIO-ECONOMIC IMPACTS 26 4.1 INTRODUCTION 26 4.2 CULTURAL INDUSTRIES 27 4.3 CREATIVE INDUSTRIES 35 4.4 PARTICIPATION 37 4.5 CONCLUSIONS 40 5 EVALAUTION STRATEGY 42 5.1 INTRODUCTION 42 5.2 FRAMEWORK PRINCIPLES 42 5.3 EXISTING DATA SOURCES 43 5.4 METHODOLOGIES 45 5.5 RECOMMENDED EVALUATION STRATEGY 47 6 CONCLUSIONS 56 6.1 LIVERPOOL’S CAPITAL OF CULTURE PROGRAMME 56 6.2 BASELINE CONTEXT 56 6.3 CITY WIDE INVESTMENT S TRATEGY 57 6.4 SOCIO-ECONOMIC IMPACT 57 6.5 MONITORING AND EVALUATION STRATEGY 58
1 INTRODUCTION
1.1 TERMS OF REFERENCE
ERM Economics was commissioned by Liverpool City Council in February
2003 to undertake a socio-economic impact assessment of the European
Capital of Culture bid. The terms of reference requested the commission to:
• Establish baselines, indicators and measurement tools for a full scale
economic and social impact monitoring programme; and
• Articulate and quantify how the bid submission and programme of events
and activities anticipated will contribute to:
• Increased competitiveness and sustainable economic growth;
• Social and cultural benefits and increased community cohesion; and
• Growth of the creative industries sector.
The primary focus of the commission was on assessing the economic impact
that a successful Capital of Culture award could make to the City, Merseyside
and the North West region and to outline a monitoring and evaluation
framework to assess the socio-economic impacts over time.
1.2 CITIES , CULTURE AND COMPETITIVENESS
There is a developing momentum of research over the relationship between
the role of cities, their cultural assets and the prosperity of regions and
ultimately, nation states. In the UK the Urban Renaissance agenda as set out
in the Urban White Paper, and the development of programmes such as the
Core Cities, reflect the new importance attached to our cities. The European
Capital of Culture award in many ways brings this together and focuses one
on the relationship between culture in its widest sense and successful cities.
Studies point to a strong correlation between good design, quality public
realm, investment in iconic buildings, positive image promotion,
commerciality mixed with art and heritage and the increasing competitiveness
of cities in Europe and beyond(1). Cities that invest in these well and over a
sustained period are moving up the league tables for inward investment and
business growth. Those that are not are falling behind. In particular a
successful city can be seen as:
• A cultural icon and artefact: Successful cities have an unmistakable brand
which they have created by understanding and mobilising their unique set
of cultural resources and symbolic assets.
(1) Releasing the Potential of Our Core Cities, Comedia, April 2002
ERM E CONOMICS FINAL R EPORT L IVERPOOL C ITY COUNCIL
1• A Place of creativity and innovation: The fuel which powers successful
cities is talent, and talent is both derived from and drawn to places in
which there is a rich environment of cultural creativity and innovation.
• Providing culture as central to quality of life: The range of activities and
experiences which raise life above the mundane, which allow self-
expression and which help to define and bind a communal identification.
Research provides an indication that excellence and critical mass in culture,
art, sport etc are essential prerequisites to a competitive city and national
economy. Studies have shown that cities which invest in culture are places of
increasing attractiveness to new investment, business growth and sustainable
jobs. Cities are centres of knowledge, skills and innovation and there is
increasing evidence that creative people gravitate to cities with a rich and
diverse cultural base (see Box 1.1).
Box 1.1 Characteristics of a Competitive City
• Economic diversity in the manufacturing and services sector.
• A supply of skilled human capital. The successful cities and regions will be those that
have the people who can operate effectively in ‘the knowledge and information based’
industries.
• The right institutional networks. A range of links between higher education, research
institutions, private industry and government.
• The right environment. Cities are for living in as well as working in. This means the right
physical, social, and cultural environment. Economic prosperity cannot be sustained on a
sea of vast inequality.
• Good communications. Partly this means physical communications – roads, airports,
railroad links, electronic communications. But communications is also cultural. This
underlines the importance of international networking.
• The institutional capacity to mobilize public, private and community resources and in the
long term to deliver agreed economic and social strategies.
Source: OECD, Cities for Citizens, December 2001, page 62
The concept of ‘drawing power’ provides a methodology for assessing the
links between culture and competitiveness (1). This builds its analysis of the
well-being of a city based on a range of hard and soft socio–economic
indicators. These indicators provide a basket of measures that assess the
dynamics of the city in how well it attracts people, new investment, develops
new ideas and ultimately creates wealth.
(1) The Role of Core Cities in Creating Prosperous Regions: Critical Mass in Sport and Culture for Competitive Advantage,
Comedia, Draft November 2002
ERM E CONOMICS FINAL R EPORT L IVERPOOL C ITY COUNCIL
2Box 1.2 Cities, New Ideas and Creativity
“The importance of the cosmopolitan city to its region is significant. Such cities are invariably
the focus of migrants and the input of new ideas flowing from this tends to make them more
creative than their hinterlands. In a region with a cosmopolitan city its effects as an economic
motor and centre of innovation will be profound – both in terms of the generation of business
and knowledge which can overspill into surrounding towns, but in its effect on the image of the
region and the ability of the wider region to attract and successfully absorb mobile investment
and skilled labour.
The cosmopolitan city, then, attracts knowledge intensive activity, skilled labour, international
tourists and business elites, all of which in turn introduce new ideas and creativity and generate
a demand for quality and high value added goods and services, which in turn creates a more
attractive environment capable of attracting more activity.
Such a virtuous cycle of growth creates conditions in which the local population of a city and
the wider region can benefit.”
Source: ‘Building the Region’s Knowledge Economy.’ Centre for Urban and Regional
Development Studies. University of Newcastle, May 2001
The conclusion is that cultural investment is not separate or a poor relation to
other investments eg transport, public realm or business promotion, but an
integral part of a bigger package to enhance economic growth (see Box 1.2).
Liverpool has an aim to be recognised the world over as a “city of creativity”
and to reap the social and competitive advantages that such recognition will
bring. The 2008 bid process itself has provided the opportunity for the City to
radically revise and re-examine the way in which culture can be made central
to the whole regeneration process and how the inherent creativity of the
people of the City can be best harnessed to produce future success(1).
1.3 STUDY APPROACH
Our approach has drawn on methods that have been used to assess the
potential impact of major events, such as the Capital of Culture, which are
difficult to assess because of their diversity and the fact that the event is some
years away.
Liverpool has adopted a regeneration strategy that places the cultural
industries, the development of its cultural infrastructure and the delivery of
the culture strategy at the centre. Therefore, the growth of the cultural
industries sector is a key indicator of the success of its regeneration
programme.
Our study is focused on estimating the potential socio-economic impacts of
the expansion of the cultural industries in Liverpool as a result of three effects;
trend based growth in the sector, the impact of planned investments in the
sector and the impact and contribution of a successful European Capital of
Culture award.
(1) Liverpool City Council's DCMS Bid Submission Supplementary Questions 31 March 2003
ERM ECONOMICS DRAFT REPORT LIVERPOOL CITY COUNCIL
3We separate out the potential contribution of a successful Capital of Culture
bid to show how such an award contributes to the overall thrust of the City’s
cultural regeneration strategy. This contribution comes through a number of
means, but the most measurable relate to the increase in tourism growth
during 2008 and the legacy effect, and the increase in participation in cultural
activity that the Capital of Culture strategy could generate. These combined
effects effectively increase the utilisation of the City’s cultural assets with a
range of associated benefits – in terms of jobs, income, community
participation, a more dynamic industrial structure and raised image of the
City in Europe.
1.4 REPORT STRUCTURE
This report is structured as follows:
Section 2: sets out Liverpool’s capital of culture programme;
Section 3: examines the socio-economic context and the role of the cultural
industry sector within the overall economy of Liverpool;
Section 4: presents the findings of the socio-economic impact analysis;
Section 5: outlines the monitoring and evaluation plan; and
Section 6: contains our conclusions on the potential impact of the Capital of
Culture bid.
Annexes:
Annex A: Cultural and Creative Industries
Annex B: Socio-Economic Data
Annex C: Bibliography
ERM E CONOMICS FINAL R EPORT L IVERPOOL C ITY COUNCIL
42 LIVERPOOL’S CAPITAL OF CULTURE PROGRAMME
2.1 CAPITAL OF CULTURE O BJECTIVES
Liverpool’s European Capital of Culture programme is built on its history as a
city with world links through trade and transportation. Liverpool’s central
theme for 2008 is The World in One City. The outcomes that the City wishes to
achieve through a successful Capital of Culture Bid are seen as threefold:
• Sustainable Cultural Infrastructure: To increase and enhance the cultural
infrastructure, encouraging new products, processes and enterprises in the
cultural and creative industries sector;
• An Inclusive and Dynamic Community: To increase local participation in
cultural activities and increase community cohesiveness; and
• A Premier European City: To improve the range and quality of the City’s
infrastructure with City centre and community renewal.
The central theme The World in One City is underpinned by three sub-themes
Create, Participate and Regenerate, which will ensure that all involved in the
year will have clear objectives and legacy from the year, illustrating the City’s
history, dynamic present, and challenging vision for the future. Figure 2.1
provides an overview of the programme and the way in which each element
supports the overall aims of the bid.
The 2008 bid is viewed by the City Council and its partners as integral to the
overall vision of Liverpool as a City. The vision is ‘For Liverpool City to become
a premier European City. Achieved by build ing a more competitive economy,
developing healthier, safer, and more inclusive communities and enhancing individual
life chances’.
2.2 PROGRAMMING OF EVENTS
The ‘World in One City’ programme starts in 2003 with a `time-line` of themed
years which aim to strengthen Liverpool’s ability to stage the Capital of
Culture Year. The bid strategy recognises the importance of building up to
the main event of 2008. In 2007 the City celebrates its 800 th Anniversary since
gaining its Royal Charter and the main programme of events planned for 2008
is the start of a process that will take the City forward with an increased level
of confidence.
ERM E CONOMICS FINAL R EPORT L IVERPOOL C ITY COUNCIL
5Figure 2.1 World in One City
The World in One City
CREATE REGENERATE
Innovate & Improve & Review
Sustain
PARTICIPATE
A new expression of 21st Century Include & Engage A city made whole through
British Culture cultural expression
Secure & enhance the cultural A culture defined through Renewal in local neighbourhoods
infrastructure participation
New products, innovations Community involvement in corridor
and businesses Inclusion Accessibility improvements
New international links and Diversity Excellence Continued improvements to the
partnerships city centre offer
A good place to live, work and An Inclusive & Travel, accommodation and service
visit Dynamic culture
Community
A Sustainable A Premier
Cultural Infrastructure European City
Celebrates Diversity. 800 Years of Culture.
A new urban experienceMoreover, for the City it is vital that the legacy impacts are maximised. In
order to achieve this after 2008 the City will run with themed years that look
to the future. The year themes are:
x 2003: Celebrating Learning;
x 2004: Faiths and Community Service;
x 2005: Celebrating the Arts;
x 2006: Year of Sport;
x 2007: Celebrating Heritage;
x 2008: The World In One City;
x 2009: Celebrating the Environment; and
x 2010: Celebrating Innovation.
2.3 ORGANISATION AND RESOURCES
The delivery of the Bid programme will be through the Liverpool Culture
Company (‘Culture Co’). See Figure 2.2.
Figure 2.2 The Liverpool Culture Company’s Organisational Structure
Source: Liverpool City Council
The key element of the new structure will be the appointment of a “Creative
Director”, who will act as the Assistant Chief Executive of the Liverpool
Culture Company and will also have a critical role as an advisor to the City
Council. Working closely with the Council’s Chief Executive, the Creative
Director will advise the Council’s Senior Management Team on how to
ERM ECONOMICS FINAL REPORT LIVERPOOL CITY COUNCIL
7develop the creativity agenda within each Service Portfolio. This aims to
ensure creativity will become a key crosscutting strand linking mainstream
service delivery in the common purpose of making residents and visitors alike
recognise Liverpool as an exceptional city in regional, national, European and
international terms. This approach will provide added value in areas of city
management while at the same time providing integration in policy and
action-planning terms. Another key role for the Creative Director will be the
development and delivery of events programming.
In support of the Liverpool Culture Company are the following groups:
• The Stakeholders' Group. This is a group of 100 individuals who both
represent a wide range of organisations associated with the Bid and/or
have a contribution to make to the culturally-driven renaissance of
Liverpool;
• The Cultural Diversity Group. The cultural map of Liverpool is
grounded in the experiences of traditionally under-represented groups
and individuals. This Cultural Diversity Group ensured Liverpool's
diverse communities were given a strong voice in the bid planning stages;
• The Regeneration Stakeholders' Group. The bid process has brought
together key members of the significant number of Liverpool
organisations concerned in regeneration, and
• A Communications Team and a Communications Advisory Group have
managed the marketing of the bid. It is drawn from the radio, television,
press and PR community, in the city and the wider region.
The revenue budget allocated to the Liverpool Culture Company is £54.7m to
cover the core areas of administration, programming and marketing. The
marketing budget will be approximately £4.3m over the period to 2008.
2.4 SOCIAL INCLUSION STRATEGY
Central to the 2008 programme strategy is the increased participation of local
residents cultural activities as users of cultural industry services and
benefiting from employment in the sector (from leisure services to the creative
industries). These principles are reflected in the bid programme through six
targets related to participation and increasing participation of under -
represented groups. Table 2.1 details the targets and the expected outcomes.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
8Table 2.1 Targets For Local Commitment and Participation
Key targets, milestones etc What will be the Outputs, Outcomes &
Legacy?
Target 1:
Policies on all key public sector agencies to Understanding and commitment from all key
reflect principles of cultural equity, players that culture is integral to the health,
involvement and participation. wealth and well-being of all the citizens of
Liverpool.
Understanding and commitment from all key
players of the actions required to ensure that
under-represented groups and individuals
have access to the civic cultural space.
Better use of resources, added value, improved
and innovative practice.
Cultural approaches and activities
incorporated in all regeneration activities
taking place within local communities and in
important institutional contexts such as
hospitals, prisons and residential homes.
Ongoing monitoring of involvement and
participation in cultural activities in the city.
Target 2:
International recognition for the standards of Increased sense of pride and cultural identity
excellence, innovation and range of cultural at local level.
projects and programmes by and for under
represented groups forming part of Capital of Clear and direct benefits from Capital of
Culture Programme. Culture for local people.
Network of dedicated individuals to support
future work.
Recognition of the depth and breadth of
cultural wealth brought to the city by new
arrivals.
Increased access and use of mainstream
cultural facilities.
Enhanced environment for local residents and
increased sense of arrival for visitors coming to
Liverpool.
Deep and lasting cultural connections – people
to people across Europe.
Target 3:
Children, young people and students in all Full awareness amongst young people of what
Liverpool’s school, colleges and universities is available culturally in the city.
participating fully in the Capital of Culture
programme. ‘City Card’ which give access to City Council-
provided facilities and services and to wider
voluntary and professional cultural sector.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
9Key targets, milestones etc What will be the Outputs, Outcomes &
Legacy?
Target 4:
An employment strategy delivering a range of A highly professional cultural and creative
work and training opportunities for local industries workforce, capable of leading
people. regional and national as well as city
developments.
Target 5:
Systematic action to remove barriers to Raised levels of mental and physical well-
involvement and participation (eg improving being.
disabled access and lowering financial
constraints). More engaged citizens.
Target 6:
Formal and informal consultations with A city where the stakeholders have a proper
stakeholders on Capital of Culture programme sense of ownership and involvement in its
and City Cultural Strategy. ongoing Cultural Strategies.
Source: Liverpool Capital of Culture
2.5 TARGETS AND O UTCOMES
The bid programme contains 12 overall targets linked to the potential
outcomes with a selection based on local, regional, national, European and
Worldwide objectives.
Table 2.2 Targets and Outcomes
LOCAL Objectives Targets Outcomes
1. A stakeholding residential 1.1 25 000 ‘champions’ by A society of stakeholders
base that is proud of its city 2007
and committed to the
project.
2. A culturally aware and 2.1 ‘Cluster’ areas linked More residents involved in all
active community. together through cultural aspects of the cultural life of the
programmes and events. city – sense of pride, ownership,
personal fulfilment.
2.2 75% of the residential Improved attendances at
population involved in performances, events and
some cultural activity exhibitions generating
and attendance figures sustainability.
rise to over 100 on
national index.
2.3 One unique, world-class Credibility of City’s cultural
cultural event/year 2005 claim.
– 7; 4 in 2008.
3. Reinforce image as a visitor 3.1 1000 cabbies trained; Sustainability of improvement to
friendly city tourism.
3.2 3000 frontliners trained.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
10REGIONAL Objectives
4. Consolidating Liverpool’s 4.1 Liverpool as a key A strong regional position.
regional role for business destination in the North
and tourism. West for cultural, Higher levels of inward
creative and tourism investment.
businesses.
5. Enhancing regional 5. 1A dynamic and fruitful Best value and maximum
partnerships and relationship with all impact.
campaigns. marketing partners
across the North West.
6. Increasing visitor number 6. 1 An increase of 30% Significant increase in visitors
from rest of region. above benchmark by from the region.
2008.
NATIONAL Objectives
7. Re-positioning the city’s 7. 1 An increase in the Significant increase in visitor
national image – to be in top propensity to visit enquiries against benchmark.
10 in UK image league. Liverpool.
8. Increasing numbers and 8.1 Anticipated 10% growth Significant increase in visitor
length of stay of visitors year on year until 2005 numbers and length of stay.
from UK – leisure and and accelerating to an
conference. average of 15% growth
until 2010
EUROPEAN Objectives
9. Reposition with cultural 9.1 An increase in the Significant increase in visitor
image focusing on strengths, propensity to visit enquiries against benchmark.
especially in visual arts and Liverpool.
popular culture.
10. Increasing numbers and 10.1 Anticipated 6 – 7% Significant increase in visitor
length of stay of visitors growth year on year numbers and lengths of stay.
from Europe. (3 – 4% above standard).
WORLDWIDE Objectives
11. Building on cultural 11.1 An increase in the Significant increase in visitor
reputation to promote propensity to visit enquiries against benchmark.
Liverpool as a world city. Liverpool.
12. Establish as premier ‘must 12.1 Increase proportion of Significant increase in visitor
do’ destination on UK overseas visitors to 40% numbers and lengths of stay.
itinerary – increasing (2000 base = 24%)
numbers and length of stay
visitors from the rest of the
world – particular focus on
USA and Japan.
Source: Liverpool City Council
The outcomes are to be achieved through the synergy of existing city-wide
investment programmes and activities with the potential impact that Capital of
Culture could realise in the run up to 2008, the year itself and through the
legacy effect.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
112.6 CONCLUSIONS
The Liverpool European Capital of Culture bid is based around a set of
themed years that cover the wide spectrum of activity that forms modern
culture. These themed years run to 2008 and beyond, reflecting the City’s
approach which places emphasis on not just 2008, but the build up and the
legacy impact. The programme is supported by 12 targets which identify the
areas which the bid programme seeks to influence at the local, regional,
national and world level. These targets will form the basis of the monitoring
programme.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
123 CULTURAL INDUSTRIES
3.1 INTRODUCTION
In this section we provide a baseline of the role of the cultural industries in
Liverpool. This covers employment and growth of the sector, as well as
participation by residents in the services provided by cultural industries.
Firstly we recap on recent socio-economic trends in Merseyside and the City.
3.2 ECONOMIC TRENDS
3.2.1 Recent Growth
The Merseyside economy over the late 1990s is a tale of slower than regional
and national growth in gross value added (GVA) and faster growth in
employment(1). The slower growth in value added is as a result of industry
structure and growth biased to lower value added (and therefore lower
average wage) sectors. It is interesting to note that if Halton district – heavily
affected by the restructuring of the Chemicals sector - is excluded from the
analysis then GVA growth over the period 1995 to 2001 was positive at 1 per
cent and slightly above the region. Growth in value added has been led by
Knowsley (1.8 per cent) and Liverpool (1.0 per cent).
Employment growth was greatest in Knowsley (12.9 per cent), St Helens (7.7
per cent) and Liverpool (2.3 per cent). A third of employment in the
conurbation is located in Liverpool. Employment growth has been driven by
the health sector, communications, financial and business services, and
cultural and leisure services.
The Merseyside Economic Review 2002 points to other key trends including:
• Faster growth in R&D expenditure: since 1995 Merseyside has seen R&D
spending grow almost three times as fast as the rest of the UK;
• Increased income: the earning gap between Merseyside and the North West
has closed over the period 1999 – 2001;
• Falling unemployment: reflecting the growth in employment, there has been
a sharp fall in unemployment between 1999 and 2001 (from 11. 2 per cent
to 5.7 per cent);
• Unemployment falling in deprived areas: the fall in unemployment has been
felt in the more deprived areas of the conurbation;
(1) Merseyside Economic Review 2002
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
13• Increase in Skills and Qualifications: the change in the skills base is mixed,
but with a marked improvement in the number of residents with NVQ 3,
4, and 5;
• Slow down in population decline: the population of the conurbation has
declined but at a slower rate; and
• City centre expansion: the City centre has acted as a key driver of growth in
employment over the past five years.
3.2.2 City Centre Renaissance
The population of Liverpool is 439 473 and it is the fifth largest city in England
and Wales. Whilst the City has seen a fall in population over the last 10 years
(1991-2001) of 8.2 per cent, there has been slow down in the decline and a
change in the location of residents showing signs of an urban renaissance.
Research carried out jointly by Liverpool City Council and the University of
Liverpool in 1999 (1), found that since 1991 the city centre's population has
grown by almost 300 per cent - from 2340 in 1991 to approximately 9000 by
1999. The results of a city centre living survey found that new residents
moving into the city centre. Car ownership amongst professionals in the city
centre is lower than in the city as a whole, and there is a noticeably higher
proportion of people who walk to work. The research concluded that in
Liverpool, city centre living does appear to promote more sustainable
lifestyles. It is having a positive effect on social mix.
The city centre has seen fast employment growth at 7 per cent during the
period 2001 to 2006. The city centre is identified as a strategic site for the
region and an important contributor to economic and employment growth in
the future.
3.2.3 Economic Prospects
The forecast for Merseyside is that, over the medium term, economic growth
is expected to increase. It is forecast that growth in value added will
accelerate rapidly to 2005 by an average of 1.4 per cent(2). This projection
remains slower than the region and the UK, but is expected to be fast enough
to narrow the gap between Merseyside and the region/UK. This growth is
expected to be led by the knowledge sectors such as health, education,
financial services, communications and cultural and leisure activities.
The 2008 Capital of Culture bid programme and the development of the
cultural infrastructure over the next five years will contribute to the expected
changes in the economy over the medium to long term. The Merseyside
Economic Assessment recognises the importance of the city centre and the
(1) “City Centre Living as the Spring Board for Regeneration? Some lessons from Liverpool” by Moss Madden, Vicki
Popplewell and Ian Wray. University of Liverpool Department of Civic Design, Working Paper 59, May 2001.
(2) Experien Business Strategies Ltd forecast as part of the Merseyside Economic Review.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
14major cultural investments (such as the FACT centre and Kings Waterfront) in
promoting increased growth in the City.
3.3 CULTURAL INDUSTRIES
3.3.1 Introduction
The strategy adopted by Liverpool in its 2008 bid programme and its broader
approach to the regeneration of the City is to view the cultural industries in its
entirety, recognising the importance of the creative industries for the future of
the City. In this report we define the ‘cultural industries’ as the combination
of tourism, creative industries, sports and heritage and examine the recent
trends in the development of this broad sector, as part of the overall growth of
Liverpool. (Annex A provides a summary on the classification of the sector).
In this section we present baseline analysis of the cultural industries sector
based on two key sources. The first is the preliminary results of a cultural
industries benchmarking study for the North West and Merseyside and the
second source uses information from the annual business surveys. The later
provides data at the Liverpool as well as other spatial levels, over time.
3.3.2 Regional Benchmarking Study
The North West Benchmarking Study conducted by the Regional Intelligence
Unit (March 2003) provides a more up to date and comprehensive overview of
the cultural industries sector than national datasets. The study looked at the
North West and therefore enables a comparison with the North West using
the same methodology.
The analysis shows that there is an estimated 393 000 employees in the
cultural industries (defined as including creative industries, tourism and
heritage, and sports and leisure) in the North West, of which 61 000 are
employed on Merseyside. This scale of employment is higher than that
captured by the annual employment surveys and is partly accounted for by
including the self-employed.
Of these 61 000 some 10 000 are estimated to be self-employed, the majority of
which are in the creative industry sub sector. Over a third of the workforce in
the creative industries sub-sector are self-employed, compared to 6 per cent in
tourism and 9 per cent in sport. The number of cultural industry enterprises is
estimated at 5745 across the conurbation.
Table 3.1 provides details of employment by activity. This shows that tourism
is the biggest sub-sector employing some 42 per cent of the cultural industries
workforce, followed by the creative industries at 38 per cent. Publishing,
digital content and media are important elements of the creative industries.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
15Table 3.1 Total Employment in the Cultural Industries
Sub-Sector Total Employment % of cultural % of employment
industries in all sectors
employment
Advertising 894 1.5 0.2
Architecture 1641 2.7 0.3
Arts & Antiques 428 0.7 0.1
Design 1343 2.2 0.3
Designer fashion 160 0.3 0.0
Music 1422 2.3 0.3
Media (Film, video, radio 2140 3.5 0.4
& TV)
Visual arts & crafts 1308 2.1 0.3
Performing arts 828 1.3 0.2
Publishing (including 2545 4.1 0.5
literature)
Digital content 2405 3.9 0.5
Heritage 1990 3.2 0.4
Tourism (excluding 25 781 42.0 5.2
heritage & sport)
Sport & Leisure 10 290 16.8 2.1
Other (eg support services) 8245 13.4 1.7
Total 61 419 100 12.3
Source: Regional Intelligence Unit and Impact Research
Table 3.2 provides an overview of the relative specialisation of Merseyside
relative to the North West. The data shows that Merseyside has a regional
relative specialisation in sports, heritage, media and the arts (as indicated by
location quotients of greater than 1). It also indicates that the conurbation has
a lower specialisation in important growth segments such as digital content.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
16Table 3.2 Merseyside Specialisation in the Cultural Industries
Sub-Sector North West structure Merseyside structure Location Quotient
of Employment of Employment
Advertising 2.2 1.5 0.7
Architecture 3.9 2.7 0.7
Arts & Antiques 0.6 0.7 1.2
Design 2.1 2.2 1.0
Designer fashion 0.5 0.3 0.5
Music 2.3 2.3 1.0
Media (Film, video, radio 2.8 3.5 1.3
& TV)
Visual arts & crafts 1.9 2.1 1.1
Performing arts 1.3 1.3 1.0
Publishing (including 3.4 4.1 1.2
literature)
Digital content 6.0 3.9 0.7
Heritage 2.4 3.2 1.3
Tourism (excluding 49.3 42.0 0.9
heritage & sport)
Sport & Leisure 10.9 16.8 1.5
Other (eg support services) 10.4 13.4 1.3
Total 100 100 1
Source: ERM Economics and Impact Research
3.3.3 Annual Employment Survey Analysis
Employment and Recent Growth
The broad cultural industries in Liverpool employed 29 000 people in 2001
and of this, 5000 were employed in creative industries and 24 000 in cultural
industries including tourism, heritage and sports. Over 1000 people were
employed in the computer games, software and electronic publishing category
with radio and TV employment at 912. Tourism is the biggest employment
category with 18 000 people in 2001 in Liverpool, making up the majority of
the cultural industry employment
The North West, Merseyside and Liverpool have all seen growth in the broad
cultural sectors over the last ten years and particularly impressive growth in
the creative industries. The creative sector in Liverpool has grown 45 per cent
compared to 33 per cent in the North West. The growth of cultural industries
has also risen by 19 per cent in Liverpool, which is slightly lower that the
North West rate (24 per cent). The combined broad cultural sector has grown
in Liverpool by 23 per cent, which is slightly better than the Merseyside figure
of 21 per cent.
Overall, growth has mainly taken place in the last five years. With 41 per cent
growth in Liverpool for broad cultural industries between 1996 and 2001
compared to a 13 per cent fall between 1991-1996.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
17The creative sector growth was 43 per cent for Liverpool between 1991 and
1996, which was significantly higher than either Merseyside (30 per cent) or
the North West (9 per cent). In the same period the level of employment in the
cultural sector fell, causing the overall growth in the broad cultural industries
to decrease.
The cultural industries grew strongly from 1996 to 2001 in Liverpool,
Merseyside and the North West. Liverpool’s cultural industries grew by 55
per cent and Merseyside and the North West by 34 per cent and 25 per cent
respectively.
The percentage of the workforce of creative and cultural industries
employment compared to total employment has been steadily increasing. In
Liverpool the creative industries accounted for 2 per cent of the total
workforce in 1991 growing to 3 per cent by 2001. Cultural industries rose
from 10 per cent in 1991 to 11 per cent in 2001, with the broad cultural
industries accounting for 14 per cent of total workforce in 2001, compared to
12 per cent for Merseyside and the North West.
Sub Sector Analysis
The creative industries break-down to include film, music, architecture,
publishing, computer games, software, electronic publishing, radio and TV,
advertising, designer fashion and arts/antique trade. As described, Liverpool
has seen an overall growth in the last ten years of its creative industries and
the leaders in this growth have been radio and TV (183 per cent), designer
fashion (191 per cent), and computer games, software and electronic
publishing (154 per cent). This compares to the North West leading creative
industries being designer fashion (202 per cent) and computer games,
software and electronic publishing (165 per cent), with radio and TV growing
only 86 per cent in the North West.
Box 3.1 Did you know?
Mersey Television is the largest regional independent production company in the UK, with a
turnover of £3.9 million in 1998/9. New Media, Film and Television employs over 62,000 and
the sector has a combined turnover of C£6.45 billion.
Sector profile for ICT/New Media in the North West Region, Amtek, 2000 report estimated that
the total value of the sector to the regional economy £6.45 billion, with concentrations of activity
in Liverpool (£757 million) and Manchester (£1.26 billion).
Looking at five year interval growth advertising grew 380 per cent from 1991
to 1996 and computer games, software and electronic publishing 141 per cent.
From 1996 to 2001 radio and TV (126 per cent) and designer fashion (176 per
cent) had the strongest growth, advertising have a negative growth figure of
85 per cent and computer games, software and electronic publishing slowing
to 6 per cent growth.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
18The cultural industries are heritage, sport, entertainment and tourism and of
these tourism is by far the largest. Liverpool experienced a 55 per cent
increase in heritage and tourism from 1991 to 2001.
City Comparisons
Within the creative industries we have seen that Liverpool has had 45 per cent
growth compared to Oxford with 62 per cent and the nearest competitor,
Cardiff, with 33 per cent.
Table 3.3 Competitive Comparison Creative Industries 1991-2001
1991 2001 Growth
Creative Total Creative Total %
Industries Employment – Industries Employment –
employment all industries employment all industries
Oxford 3,549 81,814 5,730 90,902 61.5
Liverpool 3,597 194,500 5,196 210,513 44.5
Cardiff 4,491 149,330 5,949 173,188 32.5
Bristol 8,333 208,245 10,146 231,874 21.8
Birmingham 13,802 464,236 16,706 481,468 21.0
Newcastle & 7,016 227,879 8,270 247,666 17.9
Gateshead
Source: AES/ABI
The cultural industries in Liverpool have grown by 19 per cent. However,
most of the other cities have had figures that supersede this, again with
Oxford topping the table with 45 per cent growth. Overall Birmingham,
Liverpool, Bristol and Newcastle & Gateshead have all had strong growth in
the broad cultural industries at around the 20 to 30 per cent mark.
3.4 CULTURAL INFRASTRUCTURE INVESTMENT
3.4.1 Introduction
The next five years will see a substantial amount of new investment coming to
fruition as a result of public and private sector investment. The projects relate
to a mix of new infrastructure, the expansion of existing venues, as well as
community based cultural infrastructure developments.
Liverpool City Council has reviewed all of its investment programmes and
known private sector investment to assess the extent of planned investment in
the City over the next five or more years. This programme of investment
covers social, economic, environmental and transport infrastructure, as well as
revenue support for cultural activities. This programme amounts to over
£3 billion of investment and is expected to support over 12 000 jobs out of the
30 000 estimated as a result of overall regeneration investments across the
City. Of the £3 billion total some £2.4 billion is capital investment. Table 3.4
summarises the sources of investment.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
19Table 3.4 City Wide Investment
Breakdown Amount £ billion
Public investment 0.522
Private investment 2.452
Liverpool City Council 0.026
Total 3.0
Source: LCC
3.4.2 Major Schemes
On the waterfront there are a number of schemes which together will help
create a world-class waterfront by 2008. The key schemes include:
• Kings Dock: The development of Kings Waterfront as a major mixed-use
visitor destination, built around a flexible, purpose built arena, conference
and exhibition facility. The facility will have stunning quality of design to
ensure the Waterfront’s potential is maximised.
• 4th Grace: By 2007, it is expected that Liverpool will have an outstanding
world class venue for mixed business, residential and cultural use. The
major public spaces involve the creation of the “Cloud” (an exciting mixed
use space enabling public access to broad views along and over the
waterfront) and the “Hill” (a covered public area containing a range of
leisure attractions - including an exciting new museum of Liverpool).
• Museum of Liverpool Life in the 4th Grace: The new museum is likely to
occupy 15 000 sq m. Its thematic displays and interactive centres will help
visitors explore Liverpool’s unique history, culture and identity. The aim
is to create the world’s best urban history museum.
• Leeds-Liverpool Canal Link: British Waterways proposed 700m extension of
the Leeds-Liverpool Canal will link Stanley Dock with the Pier Head,
Albert Dock and King’s Waterfront.
• Cruise Liner Terminal: The City Council and the Mersey Docks & Harbour
Company are working together to bring Cruise Liners back to the Pier
Head. The proposal is to extend the existing Princes Landing Stage to
provide berths for liners and visiting naval vessels at the heart of the
historic waterfront. The aim is to attract between 20 and 30 large vessels a
year, each bringing up to 2,000 passengers. Cunard has already
announced visits by the Queen Elizabeth II and the replacement Queen
Mary II. Subject to approval of funding and a Harbour Revision Order, the
scheme is due to started next year (2004) and ready for operation in Spring
2005.
• Mersey Waterfront Regional Park: Mersey Waterfront Regional Park has,
during March 2003, secured £8 million funding from the NWDA. The
MWRP concept involves linking a range of waterfront related schemes
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
20under one umbrella and adding value to them where appropriate. Mersey
Waterfront has been recognised by partners in the Northwest as an asset of
international importance.
Other wider developments include:
• The FACT Centre: The £10.5 million Film, Art, Creative Technology
(FACT) centre opened in February 2003. Located at the heart of the city
centre, it comprises 3 state of the art cinemas, 2 galleries and exhibition
and event spaces showcasing an international programme of film, video
and new media projects, alongside resources, spaces, programmes and
partnerships dedicated to the development and production of new and
emerging forms of creativity using digital media technologies.
• Liverpool Philharmonic Centre: The proposed Liverpool Philharmonic
Centre development remains central to the achievement of the Royal
Liverpool Philharmonic’s vision. It is expected that significant further
work on partnerships, design and fundraising for this project will start in
2004, and that building work is unlikely to commence before 2007, should
the Centre’s further development and planning be successfully completed.
• The Bluecoat: Bluecoat Arts Centre is at an advanced stage (RIBA Stage C+)
of an £8m project to renovate and extend its beautiful 18 th century Grade 1
listed building. The development will restore the historic fabric of this
Queen Anne building and construct a new wing that will house a gallery
for its award winning exhibition programme and a performance space for
dance, music, literature, live art and community projects.
The National Museums and Galleries on Merseyside (NMGM) have a number
of project planned including:
• The Walker Art Gallery: A £4.3m scheme to renovate and improve the
Walker was re-opened by the Queen in July 2002. In 2004, the final stage of
the renovation will be completed with the opening of a Crafts and Design
Gallery.
• Sudley House : Conservatory renovation and structural repairs to the
conservatory of this Grade II listed house, museum and gallery are
planned. The installation of level access from the courtyard is also planned
for autumn 2003 costing £58 000. This will greatly improve access to the
building.
• Liverpool Museum: A £30m development will be completed in winter
2004/05 and will provide eight new attractions, including a World
Cultures Gallery, a new aquarium and the InfoWorld theatre for multi-
media presentations and performance. These developments will be
complemented by the development of a £1.5m space, ‘Impact’, which will
explore the wide range of forces that created the planet and continue to
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
21shape its surface. The developments will form a key part of the strategy to
double the number of visits to Liverpool Museum by the end of 2005.
• St George’s Hall: Liverpool City Council, with support from the Heritage
Lottery Fund and ERDF, is undertaking a major £18m refurbishment
project to restore the Hall as Liverpool’s premier cultural venue. Work
commenced on site in September 2002 and it is programmed to take 18
months to complete. The Hall will be re-launched in April 2005 as a venue
for cultural, community, civic, corporate and performing arts activities.
• Film Studios: The Film Studios, which are five spaces in total, opened in
June 2003 at a total cost of £1.5million. The Directors would like to extend
the studios for which they need a further £0.5 million. They have applied
for a Special Investment Loan. So far many commercials and short films
have been shot there, as well as one full-length feature ‘The Virgin of
Liverpool’. The lettable parts of the complex, which amount to some 400
units in total, are now 75 per cent let.
• Libraries: The Central Library and Archive will be redeveloped as the
£30m “World Discovery Centre”, designed to radically enhance this Grade
II* listed building. Visits will increase from 600 000 to 1 million per year
with the Liverpool Record Office, the busiest local authority record office
outside of Kew, being rebuilt. Now out to tender, interviews for the
consortia to develop outline design proposals take place in April, prior to a
Heritage Lottery Fund application. DCMS PFI credits for 2005/06 are also
being bid for.
• Paradise Street Development Area: The PSDA retail-led mixed use
development, due for completion in 2007/08, represents a wholly private
sector, £750 million direct capital investment, and is a key element of
Liverpool’s wider regeneration strategy. It includes part of the nominated
World Heritage site, and will provide for economic and social growth and
improvement through a high quality, integrated and fully accessible
development. It will benefit not only the continuing physical renaissance
of the City Centre, but also the wider area, whilst preserving and
enhancing historic fabric of international importance.
• Liverpool Football Club: Liverpool Football Club has announced its
intention to build a new 60,000 seat stadium close to its existing home at
Anfield. Planning permission will be sought this summer for the £100m
development. The new stadium will be a catalyst for the regeneration of
the Anfield area. It will include a new Education Innovation Centre; a
replacement Vernon Sangster Sports Centre and will also result in a net
increase in greenspace for use by the local community.
• Merseytram: On the 10 th December 2002, the Government announced the
go-ahead for Merseytram by giving outline approval of £170 million
towards the £225 million cost of building Line 1 of the proposed 3-line
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
22network. Subject to progress Merseytram Line 1 is planned to open in
2006/07.
• Lime Street Station: The station and its surrounding environment will be
dramatically transformed in terms of facilities, access and overall
environment in an initiative being developed as a partnership between
Liverpool Vision, MerseyTravel and Network Rail. Phase 1 of the scheme
is estimated to cost approximately £15 million. One of the most noticeable
early outcomes of the scheme will be the return of the entrance façade to
its former state.
3.4.3 Summary of Investment
Based on an analysis of the database of project supplied by Liverpool City
Council, we have estimated the number of planning projects that will
contribute to the broad cultural infrastructure of the City. The infrastructure
is broadly spilt between core cultural infrastructure projects and wider
investments that will enhance the City and surrounding area – the key
projects having been outlined above. These projects have an important impact
on the quality of the City and its ability to attract and retain people and
businesses. Table 3.5 and 3.6 summarises the details.
Table 3.5 Culture Projects
Theme Number of Cost of Project (£m) Jobs
Projects
Arts 4 5.9 83
Arts and Heritage 3 8.2
City Life 1 0.2
Create 38 132.8
Creativity and Innovation 3 115 3000
ECoC 5 9.5 60
Faith and Community 1 4.2 12
Service
Heritage 5 22.7 33
Participate 8 72.6 71
Regenerate 5 393.3 3500
Unspecified 4 116.5 109
Total 83 984 6868
Source: LCC
The investments have been broken down according to the broad categories in
terms of how they contribute to the aims of the Capital of Culture bid
submission. The number of projects and associated outputs where known are
indicated. The total investment outlined amounts to over £2 billion of public
and private sector investment.
ERM ECONOMICS FINAL REPORT LIVERPOOL CITY COUNCIL
23Table 3.6 Culture Plus Projects
Theme Number of Cost of Project (£m) Jobs
Projects
Arts 2 0.2
Arts and Heritage 2 40.8 1135
City Life 21 15.6 15
Create 4 1.5
Creativity and Innovation 9 11.6
ECoC 8 8.6 323
Faith and Community 2 0.3
Service
Heritage 2 0.1
Participate 1 20
Lifelong Learning 11 19.7 57
Unspecified 5 1161 4400
Total 66 1280.1 5930
Source: LCC/ERM
3.5 CONCLUSIONS
Liverpool has seen employment growth across the wide range of cultural
industries activities over the past decade. In 2001 the cultural industries
employed some 29 000, of which 5000 were in the creative industries sub
sector. The economic prospects for Merseyside point to continued growth in
employment and value added over the medium term with growth expected to
come from the cultural industries base. The planned cultural infrastructure
and business development projects illustrate the scale of the cultural
investment programme over the next five years, providing the foundation for
a step change in the City’s cultural offer.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
244 SOCIO ECONOMIC IMPACTS
4.1 INTRODUCTION
The European Capital of Culture award was established in 1985 and has a
strong profile throughout the continent. Since its launch, the initiative has
been more and more successful amongst European citizens and has had a
growing cultural and socio-economic impact on the numerous visitors it has
attracted. Furthermore, the experience of previous cities suggests that the
social and economic impacts of awarding the title ‘Capital of Culture’ is a
two-way street, with selected cities experiencing significant economic and
social benefits as a consequence. Such benefits have been felt through
increased visitor numbers (both during the year itself and thereafter, as a
legacy of the title), higher expenditure in the cultural sector, an improved
cultural ‘offer’ for tourists and residents alike and improved image
domestically and internationally.
The terms of reference for this study asked that we consider the potential
impact of a successful Capital of Culture bid on the following three key areas:
• Increased competitiveness and sustainable economic growth;
• Social and cultural benefits and increased community cohesion; and
• Growth of the creative industries sector.
Based on the bid programme developed to date this section sets out the way in
which Liverpool could benefit if the City were to win the award. Given the
complex nature of the potential benefits we have adopted an approach that
focuses on three key areas. These are:
• Increased competitiveness: The extent to which the tourism product of
Liverpool becomes more competitive from the cultural investment taking
place;
• Creative industries: The promotion of creative industries within the Capital
of Culture bid programme and the supporting wider investment
programme; and
• Participation: The proposed range of activities and how the bid
programme seeks to increase the involvement of the resident population
and under represented groups.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
254.2 CULTURAL INDUSTRIES
4.2.1 Introduction
This section explores some of the benefits that are forecast for Liverpool,
should the city be awarded the European Capital of Culture for 2008.
4.2.2 Existing Visits to Liverpool
The Merseyside 2000 Visitor Survey Report undertaken by North West Tourist
Board (NWTB) Research Services (2001) estimated that in 2000, tourism in
Merseyside contributed some £604 million to the local economy. This
injection into the Merseyside economy is thought to support in the region of
21 000 jobs.
The survey found that tourism in Liverpool contributed the largest proportion
of income generated by tourism to the Merseyside economy. This was
estimated to be £261 million in 2000. This amount of tourism expenditure in
Liverpool was thought to support some 9500 jobs in the city.
The survey found that the city of Liverpool attracted some 7.54 million visits
in 2000, of which some 6.69 million (89 per cent) were day trips with the
remainder (some 848 000) being staying visits. These figures are consistent
with those used elsewhere and were employed as the base year figures on
which subsequent forecasts were estimated.
4.2.3 Forecast Visits to Liverpool, 2003 - 2012
Table 4.2 shows forecast visits to Liverpool, for 2003 – 2012. This period
includes the Capital of Culture year of 2008 itself, each of the themed years
planned in the run up to the Capital of Culture year, starting with the Lifetime
Learning theme in 2003, as well as Liverpool’s 800 th anniversary year, due to be
celebrated in 2007.
Overall estimates of visits comprise three sets of estimates overlaid. These are:
• The trend – the number of visits that are expected to take place regardless
of other activities;
• Additional growth associated with new investment in infrastructure and
tourist attractions; and
• The specific one-off effect of the Capital of Culture.
Growth Trend
The trend is a reflection of what is likely to happen to the Liverpool tourism
market without the Capital of Culture award and without the implementation
of new projects planned and underway. The start point for the trend is the
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
26baseline year 2000 figures presented above (ie 7.5m visits and an associated
spend of £261 million). Thereafter, a year on year growth figure of three per
cent per annum up to and including 2008 is applied, with a figure of 1.5 per
cent growth per annum being used thereafter. For Merseyside, which has
been experiencing relatively strong growth in recent years, such a target is
likely to be achievable provided some degree of innovation and successful
marketing is realised.
Factoring in these rates of growth implies an expected 9.5 million visits in
2008, of which some 1.5 million would be staying visits. Together, these visits
would generate expenditure of some £460 million at the Liverpool level.
Impact of New Projects
A second layer of visits has been estimated to reflect the additional
infrastructure and tourist attractions that are to be constructed. The rationale
for this additional layer of visits is that because of the extraordinary scale of
the investment and the iconic nature of some of the projects involved,
additional visits beyond those expected as part of the normal growth rate can
be expected. The new projects which will generate these additional visits
include the Fourth Grace, Kings Dock, the National Museums and Galleries of
Merseyside initiatives, St George’s Hall improvements and the newly opened
FACT centre.
The impact of these projects begins on a relatively small scale (40 000 net
additional visits in 2003), and, as more projects come on stream (including the
Fourth Grace and Kings Dock), rises to 1.04 million in 2008. The 2008 visits
are associated with expenditure of some £42m.
Capital of Culture Effect
The estimate of an additional 700 000 visits reflecting the Capital of Culture
year in 2008 (which represents a rise of some seven per cent relative to the
previous year) is reasonably conservative given the experiences of Capital of
Culture cities elsewhere. This experience is presented in Table 4.1.
ERM E CONOMICS FINAL REPORT L IVERPOOL CITY COUNCIL
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