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AGENDA ITEM NO. 13
REPORT TO: Executive Board
REPORT NO: CEDO/03/10
DATE: 9 March 2010
LEAD MEMBER: Councillor Rodney Skelland
(Regeneration and Corporate Governance)
LEAD OFFICER: Chief Economic Development Officer
CONTACT OFFICER: Peter Scott (Tel: 292405)
SUBJECT: Economic Development Department
Events Programme
WARD: N/A
1. PURPOSE OF THE REPORT
To seek Members' approval for changes to the Economic Development Department’s events programme that was last agreed in December 2005 (CEDO/24/05) and to agree to specific proposals to refocus activities on a wider, more cost-effective, collaborative basis.
2. EXECUTIVE SUMMARY
2.1 The Economic Development Department's Events Programme comprises a number of events that will be familiar to Members, including Town Centre Christmas celebrations, Wrexham Business Week, St. David's Day celebrations, town centre business events and a summer celebration of outreach events associated with the Pontcysyllte World Heritage Site. In addition, the department supports Glyndŵr University's delivery of Wrexham Science Festival through a combination of staff resources and a cash contribution of £5,000 per annum. An outline programme of the Economic Development Department's activities is attached at Appendix 1.
2.2 A potential opportunity has been identified, created by the alignment of a unique sequence of events and circumstances:
§ achieving World Heritage Status - the need to maximise on the benefits of this by maintaining public awareness and interest;
§ hosting the National Eisteddfod in 2011;
§ proposed Dragon project - an iconic structure scheduled to be unveiled in 2011; and
§ re-opening of Wrexham County Borough Museum and Archive;
§ followed in 2012 by participation in the Cultural Olympiad.
2.3 Whilst these events could be promoted individually, there would be economies of scale and greater public impact if they were interlinked by a single theme or initiative.
2.4 It is proposed to create one single programme entitled '2011 Wrexham's Year of Culture’.
2.5 The benefits of this proposal are:
§ a substantially increased media profile by creating an event of genuine significance;
§ increased cost effectiveness by producing a single range of promotional materials; and
§ greater co-operation between partners from the public, private and voluntary sectors.
2.6 Outputs will be:
§ increased visitor numbers and spend;
§ the promotion of heritage and cultural assets, (Chirk Castle, Erddig and Pontcysyllte Aqueduct);
§ the promotion of Welsh culture and heritage;
§ the introduction of street entertainers and public art into the town centre to create a feel-good factor and boost trade;
§ the stimulation of local creative industries; and
§ the encouragement of new business starts in the sector.
2.7 The Wrexham Year of Culture (WYOC) will require a commitment to underwrite costs in the event of sponsorship not materialising and a budget deficit arising. It is proposed that a sum of £50,000 is provided by the Economic Development Department (from the ITeC’s reserve) to underwrite the event.
3. RECOMMENDATIONS
It is recommended that :
i) Members agree to this revised strategic approach to the events calendar - with a cultural focus of activities during the calendar year 2011;
ii) the Chief Economic Development Officer is authorised to discuss with Glyndwr University the potential redirection of support for Wrexham Science Festival from 2011 into events consistent with the WYOC proposal;
iii) the Chief Economic Development is authorised to utilise up to £50,000 of funding from the ITeC reserve to underwrite the costs of the Wrexham Year of Culture and that any surpluses generated are returned to replenish this reserve; and
iv) the Chief Economic Development Officer and Chief Leisure, Libraries and Culture Officer are authorised to investigate potential models for formalising co-operation between partner organisation, including establishing a Wrexham Festival and Events company and to report back to the Executive Board with proposals.
REASONS FOR RECOMMENDATIONS
To allow the Council to collaborate on a culturally focused events programme which aims to engage delivery partners and sponsors to deliver a programme that brings optimum economic benefit to the area.
Stephen BayleyChief Economic Development Officer
4. BACKGROUND INFORMATION
4.1 The Economic Development Department events programme does not set out to provide entertainment. The primary purpose of the programme is to deliver events that either promote an economic agenda or directly support the local economy. For example, the Christmas lights and events programme is designed to drive up footfall and retail spend in the town centre during the Christmas period, whilst Wrexham Business Week is an event that seeks to inform the business community about programmes of assistance and business issues. A review of the Economic Development Department's activities in 2009-10 and a summary of anticipated events in 2010-11 is attached at Appendix 1. The programme is funded from within the department's cash limited budget, supplemented by sponsorship.
4.2 The outlook for the local economy in 2010-2011 is uncertain. Wrexham remains heavily dependent upon manufacturing which has been badly hit and is likely to be slow to emerge from the recession. Whilst every effort is made to support this sector tourism, retail and leisure industries have the capacity to be more resilient and have the potential to contribute considerably to the local economy and sustain thousands of local jobs. Creative industries are recognised by Welsh Assembly Government in the document 'Wales - A Vibrant Economy' as being a potential growth sector. Approximately 8% of people in Wales are currently employed by this area of the economy.
4.3 In March 2009 Glyndŵr University proposed a strategy for the creation of a Knowledge Industry Corridor for North East Wales. The strategy emphasises that the creative Industries sector covers a wide range of services, including Design, Graphic Design, Publishing, Animation, Photography, Fashion, Computer Games, Textiles, Writing, Dance and Theatre. A scoping study commissioned by Glyndŵr University by DTZ to assess the feasibility of establishing a creative industries cluster in Wrexham points out that arts and culture will create jobs locally and have the potential to contribute significantly to GDP. Glyndŵr University’s overall strategy is to be at the heart of the creative industries sector in Wrexham.
4.4 A paper entitled ‘Investing in Creative Industries’ produced in June 2009 by Department for Culture, Media and Sport, in partnership with the Improvement and Development Agency and the Local Government Association, emphasises that creative industries contribute not only to generating jobs, innovation and productivity, but they can also enhance the quality of life in an area and stimulate new ideas and thinking within communities. The paper also states that the benefits of investment in creative industries can include increased productivity - as over the last decade creative industries grew at an average of 4% GDA per annum between 1997 and 2006, compared to 3% across the economy as a whole. In addition, in terms of jobs, creative employment grew at twice the national average, by 2% per annum between 1997 and 2007 compared to 1% in the economy as a whole over this period.
4.5 There is an alignment of unique circumstances that would allow us to support the creative, tourism, retail and leisure industries. The sequence of events identified is:
§ achieving World Heritage Status - and the need the maximise the benefits which that status will bring;
§ hosting the National Eisteddfod in 2011 as a celebration of Welsh culture;
§ the Dragon project - the construction of an iconic structure scheduled to open in 2011;
§ the re-opening of Wrexham County Borough Museum and Archive; and
§ in 2012 by participation in the Cultural Olympiad.
4.6 A review of past local events programmes has indicated that there may be as many as 200 cultural events currently taking place annually in the County Borough. In 2011 focus on culture and arts will be boosted significantly by hosting the National Eisteddfod. The intention is to capitalise on this by adding to the normal planned programme of events and to extend the number and range of events held during 2011, for example, the 2011 Arts Festival with its already agreed International theme will form an integral element of the overall Year of Culture programme.
4.7 Partner organisations will be encouraged to divert resources into cultural activities to create ‘2011 Wrexham Year of Culture’ (WYOC). Regional and national agencies which promote the arts and culture will be lobbied to support the project by bringing additional events to the area. With the co-operation of this wider network it is anticipated that a unified programme of up to 300 events could be created, that in turn could be showcased in a single promotional programme. This would potentially generate significant media interest and therefore be more likely to attract commercial sponsorship.
4.8 With regard to a definition of 'culture', it is proposed that The Council adopts the Department of Culture, Media and Sport's guidance for local authorities which suggested that ‘culture’ should be taken to include such activities as arts, sports, libraries, museums, heritage, archaeology, archives, architecture, crafts, children’s play, reading, parks, tourism, food, fashion, countryside and recreation etc.
4.9 The benefits of adopting the WYOC approach would be substantial and would include:
§ increasing the area’s media profile by creating an event of genuine significance;
§ increasing cost effectiveness by producing a single range of promotional materials;
§ encouraging co-operation between partners public, private and community organisations;
§ creating an event of a scale and scope that is likely to attract substantial commercial sponsorship;
§ attracting tourists and day visitors to support the tourism sector;
§ promote the County Borough as a cultural location;
§ increasing footfall and spend in the town centre;
§ building on the good practice already established within economic and rural development programmes to link heritage development with employment and training opportunities, sustainable tourism and environmental initiatives;
§ co-ordinating ICT links between the Council and other arts and heritage providers and the local media;
§ showcasing the area's heritage and cultural assets to visitors and investors alike; and
§ providing additional opportunities to support the corporate aim of strengthening community cohesion by involving all communities.
4.10 The creation of WYOC will complement the annual Wrexham Arts festival. It is also consistent with the Wrexham Arts Strategy that was approved by Members in March 2009, (COLLC/08/09).
4.11 WYOC has the capacity to engage and enthuse significant numbers of Wrexham residents. It is envisaged that local community groups will support the concept. A survey undertaken for the Arts Council Wales in 2005 found that 50% of adults in Wrexham said that they were interested in arts and culture.
4.12 If the concept of WYOC is going to be successful, it will be essential to obtain the co-operation and ‘buy in’ of partner organisations such as Wrexham Heritage Forum, Wrexham Arts Forum, the National Trust, British Waterways, Glyndŵr University and Yale College.
4.13 National/regional arts and cultural organisations that would be approached include:
§ Amgueddfa Cymru National Museum of Wales
§ National Library of Wales
§ National Eisteddfod
§ Arts Council of Wales - and its constituent agencies such as Safle, Wales Arts International etc
§ CADW
§ Menter Iaith
§ Urdd
§ Welsh Books Council
§ Academi
§ BBC
§ S4C
§ ITV
§ NE Wales Dance - regional agency for Dance
§ Galw – the partnership of Libraries in the County Borough.
4.14 Potential venues could include:
§ Yale Memorial Gallery and the Regional Print Centre (owned and managed by Yale College);
§ Sycharth Gallery (owned and managed by Glyndŵr University);
§ Theatr Stiwt, Rhos;
§ William Aston Hall - administered by Glyndŵr University, the largest performing arts facility in Wrexham - the university has opened a new theatre on campus and also runs events in the Students Union;
§ Yale College operates an on campus studio theatre;
§ there is a thriving voluntary arts sector covering a wide range of activities - choirs, musical theatre etc, and there are a number of venues operated by voluntary organisations, (e.g. Grove Park Theatre, a variety of often well-attended events taking place in churches, amongst others St. Giles Church, Capel Mawr, St Mary's in Chirk and Gresford Parish Church);
§ the commercial sector providers – bars hotels and other venues that could provide a range of opportunities to experience music, comedy and dance.
§ National Trust properties
§ Wrexham Football Club (to use the stadium for arts based activities and outdoor concerts etc);
§ Local Authority venues, (e.g. Oriel, Library and Museum);
§ in Wrexham town centre and public spaces and venues in the County Borough.
4.15 In addition, it is important from the perspective of vocational education and skills to engage with primary and secondary schools. Support from Yale College and Glyndŵr University is vital. Both have excellent training facilities to develop art skills and the use of new innovative technologies.
4.16 Cultural Development is an integral part of educational provision and is embedded within many aspects of the National Curriculum, such as:
· Language Development
· Curriculum Cymreig
· Music
· Drama
· Religious Education
· Education for Sustainable Development and Global Citizenship
· International Awareness
4.17 Schools in Wrexham County Borough already engage in a significant number of projects and initiatives related to this aspect of their work, often arranging events and activities that take place outside of the normal school day.
4.18 The WYOC will provide an excellent opportunity to coordinate many of those activities and will raise the profile of their work and their learners’ achievements with a whole range of partner organisations.
4.19 In addition, the WYOC will provide a focus for increased collaboration between schools and other partners with advice, guidance and support from the local authority and, in particular, the Learning & Achievement Department.
4.20 In the fullness of time, the outcomes of this project should contribute to the council’s priority – Better Education and Skills for Employment.
4.21 Effective media engagement will be vital. Local media sponsors such as Heart FM and North Wales Newspapers would of course be key. However, new ways to promote WYOC will be taken, using a variety of techniques and linkages including partnership with bus and rail companies, local hotels and tourist attractions. It is anticipated that a substantial element of budget will be spent on advertising and promotion. This should substantially raise the profile of Wrexham County Borough, during the last three months of the current calendar year and for the whole of 2011