The Economic and Social
Contribution of National
Museums Liverpool
A Report by Regeneris
Consulting
The Economic and Social Contribution of National
Museums Liverpool
March 2017
Regeneris Consulting Ltd
www.regeneris.co.uk
The Economic and Social Contribution of National Museums Liverpool
Contents Page
1.
Key Messages
2.
The area and the communities in which National Museums Liverpool operates 5
3.
Reach: Who visits National Museums Liverpool’s facilities?
8
4.
Economic contribution
13
5.
Wider impact on society
16
6.
The ways in which National Museums Liverpool engages with communities
18
7.
Impact on health and wellbeing
22
8.
Education work
28
9.
National Museums Liverpool’s role in the cultural sector
35
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The Economic and Social Contribution of National Museums Liverpool
1. Key Messages
1.1
This impact report considers the wide range of ways in which National Museums Liverpool (NML)
contributes to society and the economy, at a local, national and international level. We have
considered:
•
societal reach and impact: the scale, nature and location of audiences; the ways in which
the museums engage with local communities and the social value arising from this (Sections
3, 5-8)
•
economic footprint: the contribution made to the local and national economy as an
employer and purchaser of local goods and services (Section 4)
•
role in the visitor economy: the role played in attracting visitors to Liverpool City Region
both from the rest of the UK and overseas, and the associated economic impacts (Sections
3 and 4)
•
impact on health and wellbeing: the work carried out by the museums to improve
audiences’ and communities’ health and wellbeing (Section 7)
•
education work: NML’s work with schools and young people in Liverpool City Region and
beyond (Section 8)
•
Role in the sector: NML’s role in supporting, and providing strategic leadership for, the
wider cultural sector locally, nationally and internationally (Section 9).
Figure 1.1 Facets of National Museums Liverpool’s Impact
1
The Economic and Social Contribution of National Museums Liverpool
1.2
The key messages on these impacts and contributions are as follows.
1)
2)
3)
4)
5)
NML has experienced significant, long-term growth and now attracts a large audience
from across the UK and overseas.

Visitor numbers have increased by 400% since 2000/01 and NML now receives as
many visits as all UK music festivals put together. Its annual visits could fill the new
Anfield and Goodison stadiums 50 times over.

NML has increased its visitor numbers in recent years, despite a 30% reduction in
grant-in-aid in real terms since 2009/10.
NML is focussed on all parts of its local communities, with significant reach across the
whole of the Liverpool City Region. Its venues and exhibitions have been, and always will
be, owned locally. In 2015/16:

34% of visitors came from the City Region.

The museums’ offer encourages local residents to make repeat visits. 67% of
visitors from Liverpool City Region were repeat visitors in 2015/16 alone, and 25%
of visitors from each of the LCR local authorities visit NML at least every few
months.
NML has a significant economic footprint locally and in the region, as an employer and
purchaser of local goods and services:

It spent £10m in total on external suppliers in the UK in 2015/16

Through direct, indirect and induced effects, NML supports 550 Full Time
Equivalent jobs in total in Liverpool City Region, with £25m in GVA in 2015/16
NNL also attracts large numbers of visitors to Liverpool City Region, both from the rest of
the UK and overseas, supporting the growing cultural and visitor economy. In 2015/16:

An estimated 1.5 million trips to the City Region were made in the course of visiting
NML

NML had 400,000 visits from overseas, making a strong contribution to the LCR
economy, which had 600,000 overseas visitors in the same period. By attracting
these visitors, NML supports a further 470 FTEs and £17m in GVA in the City
Region’s visitor economy.
Through the relationships and partnerships it has formed, NML has built up the trust
needed to be able to tell people’s sensitive stories. It focuses on giving everyone a voice
and actively engaging with deprived, marginalised, vulnerable and potentially excluded
community groups and individuals.

NML actively works with the Princes Trust, Merseyside Police, the anti-racisim
charity Anthony Walker Foundation, disability arts organisation Wicked Fish and
LGBT arts and social justice organisation Homotopia, amongst others. These
partners help to develop new and relevant content for exhibitions and public
programmes.

NML was the first museum to become a third-party reporting centre for hate crime
and actively campaigns against human rights abuses, racism and discrimination.
2
The Economic and Social Contribution of National Museums Liverpool
6)
7)
8)
9)
Residents living in Liverpool City Region have above average levels of health deprivation.
NML has taken steps to improve access to its museums and achieve better health and
social inclusion for those living with physical and mental disabilities:

NML has invested in training front of house staff in mental health awareness. It was
the first museum service to sign up to the Autism Charter, a project by the Autism
Alliance and Department of Health to build autism friendly communities.

NML’s pioneering House of Memories programme trains professional and family
carers to increase their dementia understanding. More than 11,000 health, housing
and social care workers have participated to date, and the Programme has
generated a social return of between £8 and £19 for every £1 invested.

After starting in Liverpool, House of Memories has subsequently been rolled out
across the North and the Midlands, partnering with other cultural organisations
including Birmingham Museums Trust, Nottingham City Museums and Galleries and
the British Museum. The programme has also started to attract international
interest, with a first project in the US and interest in collaboration in Japan,
Singapore and Taiwan.
NML actively engages with some of the most deprived young people in the region and
helps to support Liverpool’s wider ambition to provide every child with the best possible
education.

Its strategic purpose is to be a Cultural Parent to children and young people in
Liverpool.

In 2015/16 alone it engaged with 422 local schools: 75% of all schools in the City
Region. School visits have increased more than five-fold since 2004, to 170,000
visits.
In the current digital age, NML gives children a real and emotional connection to history.

NML has programmes dedicated to supporting young families and early childhood
development through to sessions focussed on engaging 16-25 year olds who are
not in education or employment.

The education content is based on the UK’s national curriculum and is informed by
other agencies (education, health, cultural and voluntary, and with networks that
support young people) to ensure it is relevant and accessible.
NML plays a strong leadership role in the cultural sector, collaborating innovatively with
other institutions and sharing expertise at a local, national and international level. It is an
organisation that others want to work with and learn from.

Since 2010, on average, 1 in 8 of all loan venues for collections from all 17 DCMS
sponsored museums came from NML. In 2014 NML had loaned to more venues
than any other DCMS sponsored museum.

NML is a facilitator of some notable networks and plays an important role in
interacting formally and informally with the wider cultural sector. Since 2014 it has
hosted or engaged in over 60 different networks.

NML staff sit on the boards of around 50 organisations, and NML has a strong
presence in some notable and influential bodies locally, nationally and
3
The Economic and Social Contribution of National Museums Liverpool
internationally. Local examples include Clatterbridge and the Anglican Cathedral,
Daniel Adamson Society and the World Heritage Steering Group, and organisations
such as ICOM and UNESCO wider afield. It has also shared its expertise with around
45 local organisations, 15 national organisations and 15 international organisations.

NML works closely with universities, providing unique approaches to delivering
courses and programmes. It has partnerships with all the local institutions and has
worked with over 20 universities in the last two years, 7 of which are overseas.

In the last two years, NML was active in 35 countries representing the organisation,
sharing skills, touring exhibitions and loans and supporting ministerial diplomatic
missions.
4
The Economic and Social Contribution of National Museums Liverpool
2. The area and the communities in which
National Museums Liverpool operates
Where NML works
2.1
NML is a national museum service. It is uniquely placed as the only national museum service in
England based entirely outside London. Indeed, it is the largest cultural organisation in the North
West of England. The museums safeguard some of the world’s greatest museum collections. It is
the main museum service for the Liverpool City Region and operates at both national and
international levels.
2.2
All of NML’s sites are located in the Liverpool City Region.
A City Region in long term renaissance
2.3
Liverpool City Region covers the Local Authority Districts of Liverpool, Halton, Knowsley, Sefton, St.
Helens and Wirral. The area has an estimated population of 1.5m and an economy worth £28
billion.
2.4
After a very difficult period of economic restructuring in the 1980s and early 1990s, the City Region
experienced an economic renaissance in the boom years between 1997 and 2007. It reversed the
previous long term decline in population and in the first six years of this period its employment
grew at a faster rate than nationally, albeit from a relatively low base. Economic output also grew
steadily. This has been accompanied by
significant physical regeneration in the city
centre, the Waterfront, in the retail offer and so We have more museums,
on.
theatres, galleries and listed
2.5
Culture has played a fundamental role in this heritage buildings than anywhere
growth, with a significant expansion in the City in the UK outside London.
Region’s cultural assets and the success of the
European Capital of Culture 2008. This has seen Liverpool City Region Growth Strategy,
strong growth in the creative and digital sector 2016
as well as in the festival economy (e.g. Biennial,
Sound City) and cultural tourism. Liverpool is now the fifth most visited city in the UK, attracting
around 56 million visitors per year.
But continuing to face strong challenges
2.6
The City Region has come a long way. But despite its recent recovery, it continues to face a range
of economic and social challenges. Some of these are deep-rooted and long term in nature, but
have been exacerbated by the Great Recession and subsequent austerity.
2.7
There remains a wealth gap, with GVA per capita around 25% below the UK average and the second
lowest of the 11 second-tier City Regions. Some of this is due to the persistence of economic
inactivity and long-term sickness amongst parts of the population, with the remainder explained
by poor productivity of those in work. It also lags behind in terms of skills, the presence of jobs,
and enterprise.
2.8
This is reflected in a range of social problems. The City Region contains 34 of the top 100 most
severely income deprived neighbourhoods in England, with 32% of all its neighbourhoods falling
within the lowest 10% nationally. This level of deprivation impacts on the health, well-being and
5
The Economic and Social Contribution of National Museums Liverpool
educational attainment levels of the residents living within these areas. Life expectancy continues
to lag well behind the national average.
Figure 2.1 Index of Multiple Deprivation for Liverpool City Region and surrounding areas
Source: English indices of deprivation 2015, DCLG
2.9
Addressing these issues has been made all the more challenging by the very significant cuts to
public expenditure that have taken place in recent years. Since 2010, the six local authorities in the
City Region have had to make cuts totalling £650 million. These cuts have, inevitably, impacted on
the resources available to tackle the social and economic problems faced locally. For example,
Liverpool City Council has estimated that its public health budget will have been cut by 15% in real
terms by 2017/18 from 2009/10.
Significant opportunities and growth plans
2.10
Although there are undoubtedly challenges, Liverpool City Region is also an area with great
ambition and optimism for the future. The Local Enterprise Partnership aims “to create a truly
6
The Economic and Social Contribution of National Museums Liverpool
global and competitive City Region” and to grow the economy, creating 100,000 additional jobs up
to 2040 and to increase the business base by 20,000 businesses.
2.11
This comes at a time of unprecedented opportunity. The Devolution Agreement was agreed in
November 2015. It will see an elected Mayor for the City Region taking responsibility in May 2017
for a wide range of services, from transport through to skills and business support. This coincides
with the concept of the Northern Powerhouse, to which central government remains committed.
2.12
Culture and creativity is at the heart of this growth strategy. The aim is to capitalise on the City
Region’s history and cultural assets, protecting and enhancing these assets and improving on
quality of life for residents, whilst attracting and retaining investors and skilled workers.
2.13
In support of this, partners have formed the Liverpool Cultural Partnership, The Partnership aims
to:
•
Advance the success that the city has enjoyed during the last decade and make sure the
city region has distinctive culture in the future
•
Enable everyone to engage with and prosper from culture in its widest form, focusing on
the need to stimulate creativity whether it is in science, the arts, the stage or
entrepreneurialism
•
Link learning, skills development and knowledge retention to make sure young people and
the future workforce are prepared for future changes in technology.1
2.14
The Partnership will begin its work by supporting partners in areas including health, education,
policing, regeneration and business, with the focus on maximising positive outcomes for residents.
2.15
NML is firmly embedded in this local landscape and it is in this context that it provides its services.
As a national institution located in Liverpool, NML is uniquely placed to serve its local communities
and to help address the challenges and opportunities it faces.
1
Taken from http://www.liverpoolexpress.co.uk/phil-redmond-to-chair-cultural-partnership/
7
The Economic and Social Contribution of National Museums Liverpool
3. Reach: Who visits National Museums
Liverpool’s facilities?
A large audience
3.1
In 2015/16 National Museums Liverpool received 2.8m visits, 86% of which were made by UK
residents.2 This is approximately the same number of visits made to all UK music festivals in 2014
and the same number of visits that the Tower of London received in 2015, the most visited paid
tourist attraction in England. Its annual visits could fill the new Anfield stadium 50 times over.
3.2
As is evident from the chart in Figure 3.1 below, growth has been rapid, long term and sustained
in nature, driven by NML’s ambition, its diverse and tailored programmes and the development of
major new facilities. Visitor numbers have increased by 400% since 2000/01. This growth meant
that when Capital of Culture arrived in 2008, NML was already very well placed as a major venue
and partner in the city. Consequently, there was a spike in visits in that year.
3.3
Since then, visit numbers have continued to grow. Despite recent cuts in grant-in-aid and
unavoidable reductions in staff numbers and programming that NML consequently had to make,
it has maintained audiences and actually increased visitor numbers by over 7% over the last
financial year. In 2015/16 the Museum of Liverpool received 800,000 visits, the highest of the
venues, closely followed by the World Museum, which received 700,000 visits.
Figure 3.1 Annual visitor numbers
Source: NML visitor database
3.4
NML’s grant-in-aid from Central Government has been cut by 30% in real terms since 2009/10 as
part of the austerity measures put in place. Although this has impacted on recent visitor numbers,
the museums have managed to increase the number of visitors relative to the grant-in-aid
received. Grant-in-aid per visitor has fallen by 44% in real terms since 2009/10.
2 In addition to these core visitors, NML also holds a number of corporate events throughout the year which attracted an additional
15,385 visitors in 2015/16.
8
The Economic and Social Contribution of National Museums Liverpool
12
3.0
10
2.5
8
2.0
6
1.5
4
1.0
Visitor Numbers
2015/16
2014/15
2013/14
0
2012/13
0.0
2011/12
2
2010/11
0.5
Graint in aid per visitor (real terms)
3.5
2009/10
visitor numbers
Millions
Figure 3.2 Boosting productivity despite grant-in-aid cuts
Grant in aid per visitor
Source DCMS grant-in-aid statistics, NML visitor database
Visitors come from far and wide…
3.5
NML’s venues have a wide reach across the UK and internationally. An estimated 86% of the
Museums’ visits in 2015/16 were made by UK residents, with over half of UK visitors coming from
outside the City Region.
3.6
The most popular visitor origins outside the City
Region
include
London,
Manchester,
Birmingham and Chester.
3.7
In addition to its wide reach across the UK, NML
also attracts a significant number of
international visitors. 15% of total visits come
from overseas. The majority of international
visitors come from Western Europe (5% of total
visits), followed by North America (2%), Ireland
(2%) and Australia/New Zealand (2%).
3.8
1 in every 3 overseas visitors to Liverpool visit
NML.
9
Figure 3.3 Wide reach
Overseas
15%
UK
35%
LCR:
34%
NW
16%
Source: NML Visitor Profile Survey 15/16
The Economic and Social Contribution of National Museums Liverpool
…but NML is firmly rooted locally
3.9
In 2015/16, 34% of total visits were made by Liverpool City Region residents. Programming is
specifically tailored to be relevant to local communities. NML has invested significant amounts of
time in building up strong relationships with community groups and as a result has become a
trusted public platform through which local people want to share their stories.
3.10
NML reaches all parts of the City Region, with
visitors3 in the past year alone representing 1 in
every 18 Liverpool City Region residents.
3.11
The museums encourage local residents to make
repeat visits. 67% of visitors residing in the
Liverpool City Region visit the museums more
than once per year, with the average LCR based
visitor making 11 museum visits per year. These
repeat visits are most common among Liverpool
residents, where 71% of visitors attend at least
once per year, and St. Helens residents, where
69% of visitors attend at least once per year.
3.12
Over 25% of visitors from each of the local
authorities within LCR reportedly attend the
museums at least every few months,
highlighting that visitors from across the City
Region want come back and visit regularly. The Source: Source NML Visitor data, refers to unique visitors
2015/16 annual visitor survey indicates that over
80% of visitors rated their overall experience as ‘very good’ with 87% ‘very likely’ to recommend a
visit to their friends and family.
3
Figure 3.4 Map of Visitors from LCR
Visitors are defined as the total number of individuals who engage with the museums. One individual engaging with all eight of
the venues or engaging with venues multiple times per year would only count as one visitor.
10
The Economic and Social Contribution of National Museums Liverpool
Visitors from all ages
Figure 3.5 Attracting both the young and the old
Source: NML Visitor Profile Survey 2015/16
3.13
3.14
An estimated 16% of all visitors are under 16 years old and almost 14% are between 16 and 25
years old. For the latest year, under 16 visitors included:
•
1 in every 18 children in this age group residing in Liverpool City Region
•
1 in every 18 visits in this age group made to DCMS sponsored museums across England.
NML also provides an important service for older members of the community. In 2015/16, 22% of
visitors were over the age of 65. Visitors in this age bracket in this year alone represented 1 in every
15 Liverpool City Region residents in this age group. Moreover, the museums have many older
volunteers, over half of which are over 65 years old.
Serving serve all parts of the local community
3.15
NML continues to build networks in local black and minority ethnic (BME) communities, setting up
a dedicated consultative body to advise on improving access and social inclusion for hard-to-reach
communities and ethnic minorities. More information on how NML engages with these
communities is included in section 7 of the report.
3.16
As well as forming strong relationships with socially excluded and minority groups, investment in
community engagement means NML attracts a much higher number of lower socio-economic
groups compared to other DCMS nationals. In 2010/114 28% of NML’s visits came from those in
less advantaged groups (NS-SEC 5-8). This was significantly higher than other national museums,
which averaged just 9%.
4
The last available data point from DCMS Sponsored Museums: Performance Indicators
11
The Economic and Social Contribution of National Museums Liverpool
3.17
NML prides itself on being an open and accessible museum, with staff trained to deal with a variety
of physical and mental disabilities.
Significant digital reach
3.18
NML’s reach also extends to its digital footprint, which is significant and growing rapidly. Between
September 2015 and the end of August 2016, NML’s website had 2.2 million visits from 1.6 million
unique visitors. Around two-thirds of these visits came from UK residents.
3.19
In 2014/15, there was a total audience of nearly 100,000 on Facebook and Twitter. By 2015/16,
this had grown by 30% to 129,000, and the Walker Art Gallery Twitter account reached 1,709
followers, giving a total social media following of 130,680. These followers are mainly UK-based
but the following extends internationally. For example, around one fifth of followers of the
International Slavery Museum are based in the US.
Location of Facebook and Twitter Followers in 2016, by venue
UK
of which
USA
Rest of
North
world
West
International Slavery Museum
65%
28%
19%
16%
Lady Lever Art Gallery
86%
47%
4%
10%
100%
100%
Merseyside Maritime Museum
Museum of Liverpool
Sudley House
Walker Art Gallery
World Museum
100%
100%
100%
100%
100%
87%
72%
93%
82%
83%
51%
38%
61%
37%
48%
12
3%
7%
2%
5%
4%
10%
21%
5%
13%
13%
Total
The Economic and Social Contribution of National Museums Liverpool
4. Economic contribution
4.1
As a large, nationally-funded organisation and comprising major visitor attractions, NML plays a
significant role in the local economy.
Economic footprint in Liverpool City Region
4.2
NML directly employs 470 people on a Full Time Equivalent (FTE)5 basis, working in a range of
occupations. It also has an active volunteer programme, with 160 volunteers contributing to all
areas of the organisation.
4.3
The organisation makes a contribution to local and national GDP. In 2015/16 this direct
contribution amounted to £20 million in UK Gross Value Added.
4.4
Almost 90% of staff live in Liverpool City Region, in all of its districts.
Figure 4.1 Staff locations
5
FTEs put full- and part-time staff in the same currency, based on hours worked.
13
The Economic and Social Contribution of National Museums Liverpool
4.5
In 2015/16 NML spent £10.6 million on UKbased suppliers, of which over £3m was
spent in the Liverpool City Region and
£5.5m in the North West. This expenditure,
along with that of its staff, supports
economic activity both within direct
suppliers and further down the supply
chain through multiplier effects.
4.6
We estimate that through its direct
contribution, its expenditure on suppliers
and the expenditure of staff, NML supports
550 FTEs and £25m in GVA in Liverpool City
Region, rising to 670 FTEs and £30m in GVA
in the North West.6
Figure 4.2 Supplier Spend by Region
Case Study: Brew Tea Company
“Brew Tea Company started in 2012 with two people and one stockist - that stockist was National
Museums Liverpool. Since then we’ve developed an invaluable relationship with them. The
feedback we’ve received from the teams at all venues has benefited our business immeasurably,
allowing us to streamline and improve our product offering to mutual benefit. When our business
started out, the market for premium tea was small, and trusting supply to an independent startup was a bold move for any buyer. That we could count National Museums Liverpool as one of
our stockists gave us valuable credibility at a vital time. Since that time, we have supplied them
with half a million cups of proper tea.”
Aideen Kirby, Co-founder, Brew Tea Company
Role in attracting visitors
4.7
Alongside the visits NML receives from local residents, in 2015/16 we estimate that NML visitors
made 1.5 million trips from outside Liverpool City Region, of which around 240,000 were trips from
overseas. Some of these visitors will have been in Liverpool anyway as part of a wider trip, but for
others, NML played an important role in their visit to Liverpool. Survey evidence suggests that for
around 600,000 of all trips made to the City Region, NML was either the main or a significant reason
for the visit.
4.8
These extra visits that NML attracts to Liverpool generate significant amounts of expenditure for
the Liverpool City Region visitor economy. We estimate that, after accounting for expenditure
within the museums themselves, NML brought around £34 million of additional expenditure to
Liverpool City Region in 2015/16. This expenditure benefited a variety of sectors including hotels,
bars and restaurants, shops and so on. Around £6 million of this came from overseas visitors, and
hence was net additional income for the UK economy.
6
This research uses Gross Value Added (GVA) as the measure of economic value, to enable comparison with the Liverpool City
Region’s targets for growth. GVA is the key measure of the value of goods and services produced in an area, industry or sector
of the economy. It is measured as the value of turnover/revenue, less the value of bought in goods and services. The GVA form
of measurement follows HM Government guidelines.
14
The Economic and Social Contribution of National Museums Liverpool
4.9
This expenditure supports economic activity within the visitor economy and beyond through
multiplier effects. We estimate that these visits to NML supported a net additional 470 FTE jobs
and £17m in GVA for the Liverpool City Region. This rises to 540 FTEs and £23m in GVA for the
North West.
Total economic footprint
4.10
Adding together all of the elements described above, NML contributes a total of £42 million in GVA
and over 1,000 FTE jobs for the Liverpool City Region, rising to £53 million GVA for the North West
and over 1,200 FTEs.
Table 4.1 Summary of National Museums Liverpool’s Economic Contribution, 2015/16
Liverpool City Region
North West
Core economic
footprint (direct
indirect and induced)
GVA (£m)
FTE Jobs
25
550
30
670
Visitor economy
contribution
GVA (£m)
17
23
FTE Jobs
470
540
Total economic
contribution
GVA (£m)
42
53
FTE Jobs
1,020
1,210
Source: Regeneris Consulting calculations. Note that figures are rounded so do not always sum exactly to totals. The
UK total is lower than for LCR and the North West because the net additional visitor economy contribution is lower.
15
The Economic and Social Contribution of National Museums Liverpool
5. Wider impact on society
How to measure this contribution?
5.1
Economic footprint is only one measure of economic value. NML benefits its audiences, the
volunteers who contribute to venues and wider sections of communities it serves. Since the venues
are free at the point of use, the value placed by users on these services does not show up in
economic statistics. However, it can be measured in other ways.
5.2
There is an established framework in economics for valuing assets that deliver goods and services
whose value is not fully captured through market transactions. There are different approaches,
including the idea of subjective wellbeing effects and the economists’ idea of consumer surplus.7
Wellbeing
5.3
One way of looking at value is to think about NML’s role in enhancing visitors’ subjective wellbeing8.
There is an increasing body of evidence suggesting that attending museums and participating in
cultural and heritage activities has a wellbeing value to the individual involved. Daniel Fujiwara
from the London School of Economics, an expert in valuing non-market goods, undertook in-depth
quantitative research to measure and value people’s happiness as a result of visiting or
participating in museum activity.9
5.4
The research shows that regularly visiting museums has an associated subjective wellbeing value
of about £3,200 per year, higher than the value of participating in sport, which is valued at
approximately £1,500 per year.
If we applied this wellbeing value to the estimated number of unique adult visitors to NML who
reside in the Liverpool City Region and who visit the museums more than twice a year, this
equates to a well-being value of £130m.
Consumer surplus/willingness to pay
5.5
Another approach uses evidence on visitors’ willingness to pay to derive estimates of the welfare
benefits they experience. When valuing the consumer surplus for non-paying adults, we looked at
two different sources of evidence. These methods are briefly explained below with the detailed
methodologies to be found within the technical appendix:
•
The first method was to use evidence from pre- and post-free admissions charges for a
number of the UK’s national galleries. Evidence from this period suggested that demand
grew by 76% when admission charges were abolished with the average admission price in
7
Consumer surplus is defined as the difference between the total amount that consumers are willing and able to pay for a good
or service and the total amount that they actually do pay.
8
Measures of subjective wellbeing aim to capture people’s self-reported thoughts and feelings about various aspects of life (e.g.
life satisfaction, happiness, work, relationships, psychological wellbeing). Subjective well-being can be measured in a variety of
ways but are generally based on in-depth surveys asking people to evaluate various aspects of their life and experiences.
9
Museums and Happiness: The Value of participating in museums and the arts, Daniel Fujiwara, April 2013.
16
The Economic and Social Contribution of National Museums Liverpool
2001 increasing to £7.30. Using this methodology, we estimate a consumer surplus of
£23m10 for non-paying visitors to NML.
•
5.6
The second method was to use willingness to pay using evidence from Tate Liverpool as a
proxy for NML. Evidence suggests that in 2016 prices, the willingness to pay to visit Tate
Liverpool was £1.94. When applying this figure to NML data, we estimate a consumer
surplus of £20.6m. This figure is of a similar order to that estimated using the first
method.11
We also estimate that there is an additional:
•
£144k in additional consumer surplus value for the 34,000 UK adult visits to chargeable
exhibitions.
•
£0.5 million in consumer surplus value for those visiting NML’s website
•
Or a total consumer surplus of around £24m.
Other social impacts
5.7
NML’s work also has significant educational and health benefits, which are discussed in full in
sections 7 and 8.
•
We estimate that in 2015/16 there was £4.4 million in value arising from the time spent by
school children and teachers in visiting the galleries in school time.
•
From the House of Memories 2014 evaluation (see section 7 for details) we know that it is
estimated that in 2013/14, the House of Memories project generated £13 million in social
value in the year following the programme.
10
2016 prices
11
It is important to note that if the notional willingness to pay was used as a bases for charging, visit numbers would be likely to
fall from current levels.
17
The Economic and Social Contribution of National Museums Liverpool
6. The ways in which National Museums
Liverpool engages with communities
6.1
NML has played a pivotal role in the cultural, societal, educational and economic life of Liverpool
and the North West for more than 150 years. The
museums strongly believe in the concept of
social justice and the power of museums to There has been a local ownership
change people’s lives for the better. Venues, of the museums from the start.
exhibitions and educational resources are Janet Dugdale, Director of Museum of
focussed on connecting with the diverse needs of Liverpool
local communities.
6.2
NML actively engages with deprived, vulnerable and potentially excluded groups and individuals.
The aim is to refocus the portrayal of history away from just the great and the good, towards the
voice of many, making exhibitions as relevant as possible to local people. Through the
relationships and partnerships formed, NML has built up the trust needed to be able to tell people’s
sensitive stories and give everyone a voice.
6.3
NML has formed strong partnerships with a range
of organisations to help reach all different
segments of the community.
6.4
NML actively works with the Princes Trust,
Merseyside Police, the anti-racism charity
Anthony Walker Foundation, disability arts
organisation Wicked Fish and LGBT arts and social
justice organisation Homotopia, amongst others.
These partners help to develop new and relevant
content for exhibitions and public programmes.
“We believe that museums can
change lives for the better and
act as agents of social change.”
Carol Rogers, Executive Director
Education and Visitors, National
Museums Liverpool
6.5
It was the first museum to become a third-party reporting centre for hate crime and actively
campaign against human rights abuses, racism and discrimination.
6.6
As well as bringing people together and increasing awareness through the exhibitions it showcases,
NML also interacts directly with local communities. Below we highlight three case study examples
of where the museums have engaged with minority groups. Further case study examples of
community work are found in sections 7 and 8 of the report, focussed on the health and education
sectors.
18
The Economic and Social Contribution of National Museums Liverpool
Case Study: Working with Homotopia: Campaigning for social justice
Homotopia is an LGBT arts and social justice organisation based in Liverpool and organises the
biggest LGBT annual arts festival in the UK. Homotopia has worked closely with NML since 2010
and there have been numerous collaborations, including the ground-breaking exhibition and
trans heritage project April Ashley: Portrait of a Lady at the Museum of Liverpool from 27
September 2013 to 1 March 2015. Born in Liverpool in 1935, April Ashley MBE, a former Vogue
model and actress was one of the first people in the world to undergo pioneering gender
reassignment surgery. As one of the most famous transgender individuals and a tireless
campaigner for transgender equality, she is an icon and inspiration to many. This exhibition, for
the first time, explored April’s very public story. Alongside this, members of the trans and gender
diverse communities also shared their own remarkable life stories. The collaborative project was
launched as a key part of Homotopia’s 10th anniversary in 2013.
After 17 months and 930,000 visitors, the ground-breaking exhibition closed on the 1st March
2015.
“It has made me very proud to know I have been looking out on every visitor to the museum
for a year and a half! There aren’t many people who can claim to have been a museum piece
in their lifetime and I shall be sorry to see the exhibition close.”
April Ashley
“We have been absolutely delighted by the number of visitors and the positive response
from the public. Our belief is that by learning about the appalling prejudice and difficulties
trans people experience people will become more tolerant and understanding which in turn
will reduce transphobia.”
Homotopia Director Gary Everett“
The collaboration continues in a partnership project funded by the Esme Fairbairn Foundation
called Pride & Prejudice. In this project NML is researching its urban history collections at the
Museum of Liverpool, alongside its fine and decorative art collections at the Walker Art Gallery,
Lady Lever Art Gallery and Sudley House, in order to identify items with an LGBT connection.
6.8
A further commitment to its work relating to LGBT culture is the Art Fund New Collecting Grant,
awarded in 2015 to build a fine art collection relating to lesbian, gay, bisexual and transgender
(LGBT) culture and history. This funding will enable NML to build on the work already done in this
area, by making real changes to the Walker Art Gallery's collections and displays in particular.
findings from this project will feed into a museum-wide project currently being developed, ‘Pride
and Prejudice’, to identify collection items with an LGBT connection.
6.9
The International Slavery Museum is the only
museum of its kind to exhibit aspects of historical
and contemporary slavery as well as being an
international hub for resources on human rights
issues. Working in partnership with other
museums with a focus on freedom and
enslavement,
the
museum
provides
opportunities for greater awareness and
understanding of the legacy of slavery today. The
19
“We take a feet on the ground
approach to engaging with new
audiences and take the time to
build up trust within new
communities.”
Dr Richard Benjamin, Head of the
International Slavery Museum
The Economic and Social Contribution of National Museums Liverpool
case study below describes several programmes run by the International Slavery Museum aimed
at engaging with local ethnic communities.
6.10
In 2007, NML set up the consultative body RESPECT with local and national members who have
expertise in areas to do with ethnicity, faith, race, prejudice and discrimination. This group helps
NML to form relationships with harder-to-reach communities as well as to develop content for new
programmes and campaigning exhibitions.
6.11
The International Slavery Museum actively campaigns against racism and discrimination. An
example of this work is the recent exhibition about the excesses of Belgian colonialism in the
Democratic Republic of the Congo, or Belgian Congo as it was known from 1908 to 1960. The
exhibition, Brutal Exposure, revealed some of the truths of European colonisation of the African
continent, many of which some modern Europeans fail to recognise. The museum worked with the
Congolese community residing in the City Region to understand the intricacies of this migrant
community.
6.12
Working with Merseyside Police, NML was the first museum to become a third-party reporting
centre for hate crime and to actively campaign against human rights abuses, racism and
discrimination.
20
The Economic and Social Contribution of National Museums Liverpool
Case Study: Working with local communities at the International Slavery Museum
Slavery Remembrance Day, 23rd August 2016
Liverpool was the major port for the transatlantic slave trade in the UK, with local ships forcibly
transporting as many as 1.5m Africans in the 18th century. Slavery Remembrance Day takes place on
August 23 to mark an historic revolt by enslaved Africans against their masters in Haiti on the same
day in 1791.
The event led by the International Slavery Museum in partnership with Liverpool City Council, has
been commemorated since 1999, when the council formally apologised for the city's role in slavery.
Annual celebrations include a walk of remembrance, a libation on the waterfront, the Dorothy Kuya
Slavery Remembrance Lecture and family friendly events at the International Slavery Museum. The
objectives of the programme are to:
-
Commemorate the lives and deaths of the millions of enslaved Africans and their descendants
-
Celebrate the resistance and revolution that ended slavery
-
Remember that we still live the legacies of transatlantic slavery such as racism and discrimination
In a survey of the event in 2016, more than 70% responded that the event was the main reason for
coming to Liverpool that day. 97% of respondents who attended the Remembrance Lecture would
recommend attending future events to friends and family.
“The lack of acknowledgement of Britain’s role in the slave trade is a vastly important
overlook of world history. Slavery Remembrance Day is to remember and understand who
let this happen and their reasons why. Also, most importantly, to remember and pay
respect to the millions that suffered and continue to feel the effects of slavery.
(Survey respondent SRD 2016)
L8 Unseen Exhibition
This exhibition was aimed at telling the stories and experiences of a diverse range of people from the
Liverpool 8 community, an area that has been historically recognised as the heart of the black
community.
The exhibition showcased people’s stories through filmed interviews and large-scale photographs by
photographer Othello De’Souza-Hartley. The exhibition channelled Liverpool 8’s past, present and
future, providing a rare glimpse of persistent community spirit.
One of the projects biggest challenges was gaining the trust of a tight-knit and protective community.
However, the exhibitions’ curators worked closely and sensitively with local people to tell their stories.
The project received outstanding support with over 60,000 visitors in just over a month.
“At its core I wanted to make something that people could connect with at many levels.
Visitors can see the photographs and listen to stories behind them, then I hope they will be
inspired to tell their own stories – and spread the word to get more people involved.”
Photographer Othello De’Souza-Hartley
21
The Economic and Social Contribution of National Museums Liverpool
7. Impact on health and wellbeing
Why it matters
7.1
Residents living in the Liverpool City Region have above average levels of health deprivation.
7.2
The 2011 census reveals that 77.4% of the Liverpool City region reported being in very good or
good health, 2% lower than North West averages and 4% lower than national averages. 17.6% of
16-64 year olds within the City Region report having a long-term limiting illness with 7.4% of the
adult population claiming employment and support allowances. Knowsley and Liverpool local
authorities have the highest levels of health deprivation, ranking 3rd and 4th respectively out of 326
local authorities in England. 64% of local areas within Knowsley and 63% of neighbourhood areas
in Liverpool are in the most deprived 10% of such areas nationally.
Figure 7.1 % of LSOAs in most deprived 10% nationally for health deprivation
70%
60%
50%
40%
30%
20%
10%
0%
Wirral
Sefton
St. Helens
Halton
Liverpool Knowsley
Average
LCR
Average
NW
Average
England
Source: English Indices of Deprivation 2015, DCLG
7.3
On a national level, government spending on the NHS as a percentage of GDP has been falling since
2009, and between 2011 and 2015 the NHS experienced the tightest squeeze on funding in 50
years. Across the UK, the number of people receiving local authority-funded care has fallen by 25%
between 2009/10 and 2013/14 (a 7% fall on average per year). Within this, the reduction in access
has been particularly great for those with a physical disability, falling by 8% a year since 2009/10
compared to 3% for those with mental health issues. This does not reflect reduced demand, but
reduced supply due to inability to provide services within current budgets.
7.4
NML’s own ambitions are in line with Liverpool’s Joint Health & Wellbeing Strategy for the city to
create a “Fairer, Healthier, Happier Liverpool”. The strategy seeks to reduce health inequalities
within Liverpool and relative to the rest of the country. It also recognises the needs of those people
with protected characteristics who face additional challenges in society for improving their health
and wellbeing, over and above their physical and emotional needs.
22
The Economic and Social Contribution of National Museums Liverpool
What NML does
7.5
Within this context of lower than average levels of health in the city region and wider NHS
budgetary cuts, NML has taken steps to achieve better health and social inclusion for those living
with both physical and mental disability.
7.6
Front-of-house staff are trained in both dementia and autism awareness. NML was the first
museum service to sign up to the Autism Charter, part of an innovation project by the Autism
Alliance and the Department of Health to build autism friendly communities.
7.7
One of the most significant programmes
NML has undertaken is the House of
Memories project, created in 2012 to
provide health, social care, housing
professionals and family carers with a
training programme to increase
dementia
awareness
and
understanding.
House of Memories is about
compassion, dignity and care. It is
about utilising the community assets
that already exist to help the social
care sector
Carol Rogers, Executive Director Education and
Visitors, NML
•
To date more than 11,000 health, housing, and social care workers, as well as NML staff have
undertaken the training.
•
The ambition to make the services available in every care setting across the country is already
beginning to be realised with roll out across the UK.
•
NML is also now increasingly responding to international interest, with its first project in the
USA with the Minnesota Historical Society and interest from Singapore, Japan and Taiwan.
•
As the only cultural organisation to be cited in the Prime Minister’s Challenge on Dementia
2020, the House of Memories programme has grown to become an important example of the
added value that cultural organisations can bring to public services.
House of Memories Social Return on Investment
7.8
The House of Memories evaluation study for the Midlands applied financial proxies to the
programme’s outcomes depending on the scale of impact, and found that in return for an
investment of £132,500 to train 1,000 carers, a total of £1.1m of social value was created for the
Midlands programme. This results in a social return of £8 for every £1 invested. It was assumed
that participants would retain knowledge for eight years following the programme, returning a
total £45 for every £1 input into the initial intervention.
If we apply these values to the 11,000 carers that have participated in the programme across the
UK to date, a total of £12.6m social value was created in the year following the programme. If
we assume that the attendees will benefit from the training over an 8-year lifespan, this results
in a total of £65.1m of social value over a period of 8 years.
7.9
In the 2016 pilot programme, it was calculated that the social return on investment for the
programme was £1:19.
23
The Economic and Social Contribution of National Museums Liverpool
7.10
It is important to note that whilst care was applied to apply the most appropriate financial proxies
for each outcome, the analysis based on subjective responses given by the participants at a
particular moment in time. For this evaluation, only carers were involved in the research and it is
anticipated that a much greater social value would be generated by including people living with
dementia and their family and friends.
Impact on volunteers
7.11
There are over 160 volunteers at National Museums Liverpool. There are links between
volunteering and improved mental and physical health, especially in among retired and older
volunteers. Recent work has found that regular volunteering is associated with a subjective
wellbeing value of £13,500 per annum (in 2011 prices).
7.12
The majority (over 50%) of all volunteers at NML are 65 and over, with a relatively balanced split
between males and females.
Figure 7.2 Volunteer Characteristics
Source NML Volunteer Characteristics Data 2016
24
The Economic and Social Contribution of National Museums Liverpool
Case Study: House of Memories
The House of Memories project was created in 2012 to provide greater dementia awareness for
carers and to provide the tools to help stimulate memory and use a person’s history as a positive
communication tool. The programme’s activities include:
•
Training Day – using drama and practical experiences to explore the challenges faced by those
affected by dementia
•
Suitcase of Memories – the option for carers to borrow a case full of objects and photographs
from the past to stimulate memory and nostalgia.
•
My House of Memories – a digital app showcasing content from the 1920s to the 1980s to
stimulate memory and conversations.
The House of Memories project provides real added value through health and wellbeing impacts:
•
Raises awareness and reduces stigma
•
Promotes dignity, respect and compassion from a person-centred approach
•
Combats isolation, social exclusion, loneliness and even depression
•
Promotes independence and a positive outlook
•
Teaches listening, communication and empathy skills to carers
“Absolutely fantastic in every way. House of Memories has been the best training I have
ever participated in. Thank you for opening my eyes to see the issues surrounding dementia
in a new way.”
After such a successful response to the initial programme in Liverpool, the museums wanted to
extend the programme’s reach, with an ambition to make the services available in every care
setting across the country. In 2013, the programme was extended across the North of England
and in 2014, the programme was rolled out in the Midlands, working with Birmingham Museums
Trust, Leicester City Council Museums and Nottingham City Museums and Galleries.
“Now I’ve had the training it’s like a treasure box. My own personal experience of
dementia beforehand wasn’t good. There was no support and I was muddling along.”
In 2016, the trust in the quality of the programme by formal health agencies was evidenced by
the commissioning of NML by HENW to deliver advanced ‘tier 2’ dementia care training. The new
model was launched to provide the practical tools and techniques to enable health and social
care providers to confidently engage, support and communicate with people living with
dementia.
The success of the programme is shown by its sheer scale and reach with more than 11,000
health, housing, and social care workers participating in the training to date and more than 8,000
people downloading the My House of Memories app.
Operationally NML has developed a creative model for scalable cross-sector training and
development, which strongly promotes the social value of museums. The effective integration of
House of Memories as a respected intervention into such local service infrastructures has enabled
the development of trusting relationships between NML staff, service providers and users.
25
The Economic and Social Contribution of National Museums Liverpool
““We work with a lot of volunteer befrienders and the first thing we’re asked is how do
you start to make conversation, and I just thought the app was fantastic… I love the way
people with dementia have designed it themselves…older people are not scared by it in
the way that they are with other new technologies”
Volunteer Facilitator
As the only cultural organisation to be cited in the Prime Minister’s Challenge on Dementia 2020,
the House of Memories programme has grown to become an important example of the added
value that cultural organisations can bring to public services. NML are proven thought leaders
in terms of designing creative solutions to tackle some of the nation’s biggest health issues and
have partnered with other cultural institutions to show them the significant positive impacts that
museums can have on the lives of people living with a disability. This is further evidenced by
NML’s strategic leadership of, and relationship with, other relevant (regional and national)
projects, including the Liverpool-based Happy Older People network and the Arts Council
England-funded National Alliance for Museums, Health and Wellbeing.
NML’s ambition for House of Memories is boundless and development is underway to further
tailor the training days and app capabilities. There are also plans to develop international
partnerships to further the programme’s reach and impact worldwide. There is already a formal
agreement in place in Minnesota in the US and have received growing interest from Singapore,
Taiwan and Japan.
26
The Economic and Social Contribution of National Museums Liverpool
Case Study: Creating the Happy Older People Network
Happy Older People (HOP) is a new network which promotes age-friendly arts participation. HOP
brings together older people, artists, cultural organisations, health and social care providers,
housing associations, community groups, transport providers and volunteering organisations.
Created in 2014 by NML, HOP is coordinated by Open Culture, and is funded by the Liverpool
Clinical Commissioning Group and NML.
The programme has an active network of over 180 members, with 28 member organisations
being awarded grant funding of up to £300 over the past two years to help break down the
barriers to participation in the arts.
The HOP grant scheme has enabled over 2,700 older people to engage with the arts in 160 activity
sessions across Liverpool since March 2014.
The programme has had a number of positive impacts on older communities:
-
Reduction in social isolation through increased levels of contact and taking part in activities
outside the home
-
Mental stimulation through enjoyment and new forms of activity
-
Increased levels of physical activity
-
Breaking down barriers to participation.
“I would love to come again to this art and crafts workshop to learn more new skills and
meet friends. I gained some hands on experience and it allowed me to recall my childhood
memories of Chinese Lantern making. It also helped me to reduce my loneliness at home.”
Ms Chan Yan Hau, Luncheon Club member
At NML, activities include Meet me at the Museum, a reminiscence session focusing on the 1940s,
50s and 60s, and When I was little, aimed at children visiting with their grandparents.
HOP continues to have synergy with Liverpool City Council’s Healthy Liverpool agenda and with
LCCG initiatives that aim to improve health outcomes of individuals as well as self-care for older
people across the Liverpool region.
The success of HOP at increasing partners and members demonstrates the significant positive
impacts that museums have on the lives of local people.
This programme is part of the pioneering House of Memories dementia awareness programme.
27
The Economic and Social Contribution of National Museums Liverpool
8. Education work
Why it matters
8.1
The Liverpool City Region is home to approximately 310,000 young people,12 and 191,000 families.
A quarter of all children in the City Region are living in poverty, higher than in other northern City
Regions and much higher than national averages.
8.2
Educational attainment in Liverpool City Region is below national averages, with 19% LCR residents
having no qualifications at all compared to 15% nationally. The percentage of residents with Level
4+ qualifications (degree level) is also below national averages.
Figure 8.1 Qualification Levels
18%
Knowsley
Liverpool
25%
25%
21%
Halton
19%
19%
St. Helens
19%
Sefton
23%
26%
16%
Wirral
27%
15%
LCR
19%
England
23%
29%
15%
0%
5%
10%
15%
Level 4+ qualifications
20%
25%
30%
No Qualification
Source: Local Ranking of Qualifications, 2011 census
8.3
At GCSE level, 53% of students achieved at least 5 A* to C grade GCSEs compared to over 56%
nationally. In addition, there is a higher proportion of NEETs (young people aged 16-18 not in
education, employment or training) compared to national levels.
8.4
This deprivation and lower-than-average attainment levels translates into above-average
incidences of people in receipt of Job Seekers Allowance (JSA) and other benefits. Young people
are most affected, with above-average levels of youth unemployment and also long-term youth
unemployment.
12
18 years and younger based on local authority population estimates for 2015
28
The Economic and Social Contribution of National Museums Liverpool
Figure 8.2 % of pupils achieving 5+ A*-C
GCSEs
70%
60%
50%
40%
61%
Figure 8.3 % of 16-18 NEETs
8%
56% 54% 54%
53%
48%
56%
7.0%
7%
6%
5%
37%
6.4% 6.3%
5.1% 4.9%
5.7%
4.5%
4.2%
4%
30%
3%
20%
2%
1%
10%
0%
0%
Source GCSE and equivalent results, 2015, DfE
Source 2015 Local Authority Neet Figures
8.5
Previous studies have highlighted the significant impact that museums can have on students’
overall awareness, confidence and attainment levels. For example, a recent report published by
the Research Centre for Museums and Galleries and the University of Leicester highlighted the
significant impact that museum visits can have on educational attainment. The study focussed on
secondary school children but found that of the 762 secondary pupils responding to the survey,
60% improved their assessment marks as a result of engaging with the museum. The impact on
lower ability pupils was more significant with 71% of these pupils seeing an increase in grades.
8.6
In addition to educational attainment, other research studies have highlighted the significant
impact that museums can have on students’ overall awareness, motivation and confidence levels.
A report published by the West Midlands Hub Education Group found that there were a number
of recurrent and consistent messages among children who attended museums:
•
School visits contribute to changes in attitudes and perceptions towards museums and
galleries
•
Museums and galleries contribute to learning and skills, bringing learning to life
•
Visits to museums and galleries at a young age are likely to encourage visits outside of
school and for in later life
•
Museums and galleries reinforce learning best when children are actively engaged.
Engagement with schools and young people
NML has a strategic purpose to establish itself as a ‘Cultural Parent’ for children and young people
in Liverpool. Its education programmes are designed to support every learning age and ability,
encouraging participation from early childhood until later adult life.
8.7
NML works closely with schools across the City Region, engaging with 422 schools in the area in
2015/16, equating to 75% of all LCR schools. These schools are highlighted in the map below, with
each dot representing an engaged school, together with the percentage of students on deprivation
premiums. This shows the wide reach achieved and the fact that many of these schools are located
29
The Economic and Social Contribution of National Museums Liverpool
in areas experiencing notable levels of deprivation in these areas, especially in the North and West
of Liverpool and the East of Wirral.
8.8
The highest participation rate is from schools
within Liverpool and Wirral (86% and 81%
penetration rates). Recent figures also show
that Liverpool and Wirral schools make the most
frequent visits to museums, with the average
school visiting more than 4 times per year.
8.9
NML’s ambition is to make learning with NML
equally accessible to pupils in all types of
schools and from all backgrounds. Currently,
61% of visiting schools come from the Liverpool
City Region, with 27% of schools visiting from
the wider North West including a high number
of visits from Cheshire West and East. A further
12% of total visits are from schools elsewhere in
the UK.
“My class had the most amazing
experience in Liverpool, one that
they could not have even
dreamed of having. I have taught
this space project on a number of
occasions but this year it has
been truly inspirational. I’ve never
known children be so engaged in
learning or so excited about the
opportunities they have been
given.”
Teacher whose class visited NML, 2015/16
Figure 8.4 NML’s engagement with local LCR schools by deprivation indicator
Source: NML Education database
8.10
NML is proud of its active engagement with young people and local schools and it is one of the
strongest performing nationally funded museums in this regard.
30
The Economic and Social Contribution of National Museums Liverpool
8.11
8.12
In 2015/16, facilitated and self-directed visits to
venues by under 18s in formal education
accounted for 1 in every 12 visits of this kind
made to DCMS sponsored museums (compared
to NML’s overall “market share” of 1 in every 19
visits of all types. This shows that NML’s venues
are particularly successful at attracting younger
visitors, through engaging and thoughtprovoking exhibitions.
“For Erin in my class it has been
truly life changing. She gained so
much confidence from this
opportunity and she described it
to me this afternoon as being
‘more than amazing.’ ”
Teacher whose class visited NML, 2015/16
NML also engages a significant number of young
people under the age of 18 in on-site activities.
In 2015/16 young people participating in activities across its venues accounted for 1 in every 13
young people participating in on-site activities at DCMS sponsored museums. This shows us that
its museums are more successful on average at engaging young people in participatory activities
than other DCMS sponsored museums.
8.13
In 2015/16, approximately 81,000 school
children attended museum-led learning sessions
at NML directly linked to KS1, KS2, KS3, KS4 and
sixth form curriculums.
8.14
The education programmes are designed to
support every learning age and ability,
encouraging participation from early childhood
until later adult life. The education content is
based on the UK’s national curriculum and
informed by other agencies (education, health,
cultural and voluntary, and with networks that
support young people) to ensure they are
relevant and accessible. They offer the Carol Rogers, Executive Director Education
opportunity for children to see the real-life and Visitors, NML
application of their subjects and can help make
challenging
subjects
more
accessible.
Collections can also provide wider world context and focus knowledge towards critical thinking and
creative responses.
8.15
NML is well placed to support Liverpool’s ambition to provide every child with the best possible
education, and positively engage young people with their local heritage and Liverpool’s significant
global history. Whilst engaging some of the most deprived children and young people in the region
is a significant challenge, NML is confident that its approach has a strong social value and relevance.
8.16
This success is shared and articulated by the local
schools, external education providers, and
regional and national government departments.
The number of school children visiting NML has
increased from 30,000 visits in 2004 to 170,000
visits in 2014, more than a five-fold increase in
attendance.
8.17
“In this digital age we live in,
children can have the world in
their bedrooms. But how does
this compare with the emotional
connection a child gets from
being able to handle an ancient
fossil? We provide something
much more powerful and
thought-provoking.”
“Before [visiting NML] I hated
science, now I love it”
Key Stage 2 Participant
To promote the importance of interactive learning and continue its success with school
engagement, NML regularly hosts workshops for trainee and newly qualified teachers. These
sessions make teachers more aware of all the resources and opportunities museums can offer
children with their learning. Trainees have previously commented on how “interactive”,
31
The Economic and Social Contribution of National Museums Liverpool
“engaging” and “interesting” the school sessions were, stating that learning outside the classroom
keeps children “engaged” and “motivated “in their learning.
32
The Economic and Social Contribution of National Museums Liverpool
Case Study: Learning at Seized! The Border Force National Museum
Seized! is an inspiring and revealing museum which, through its collection and dynamic interpretation,
communicates the role of the UK Border Force in ensuring our way of life is fair, safe, civilised and
protected. Inclusive and forward thinking, the museum tells a contemporary story supported by
history. It is visitor focused and aims to challenge perceptions by providing an enjoyable and engaging
experience.
The lead partner is the UK Border Force, with the support of HM Revenue and Customs.
The Border Force National Museum’s education programme specialises in issue-based educational
sessions across a range of topics. The most popular are the drugs and weapons awareness sessions,
delivered in a non-judgemental, safe environment. The aim is to promote open discussion and
knowledge around often emotive and challenging topics.
The museum regularly engages with young people between the ages of 16-25 years old who are exoffenders, ‘At Risk of Offending’, refugees and asylum seekers. Many of the young people worked with
are not in education, training or employment. The Education team also goes into local schools, along
with Merseyside Police, as an intervention with children deemed to be at risk of offending. Some of
these groups include:
•
Princes Trust (NEET groups)
•
‘Safe Hands’, Everton in the Community’s programme for ex-offenders
•
Shaftesbury Youth Club
•
Step Forward employment programme
•
Rocket Training education provider
•
Work Ready St. Helens
•
National Citizenship Service
•
Merseyside Police Cadets
“I have only seen the students today for the first time following the input as I have been on
leave and they are still talking about it, they stated they really enjoyed it and I commend
Joyce for the manner of her delivery and how she engaged the students.”
Feedback from Safer Schools Officer after Seized education programme
The sessions are age appropriate, engaging and usually provoke further discussions on the topics when
back at team base. They often provide a valuable learning experience for young people with positive
feedback received from all involved.
“The drug awareness session gave me a better understanding of the effects of different
drug and made me more aware of what class the drugs are in and what the cost will be if
you get caught.”
Safe Hands Apprentice
Seized Education team also go into local school Cardinal Heenan, along with Merseyside Police, as an
intervention with children deemed to be at risk of offending.
They also work with alternative education providers Prudentia, Evolve and Cheshire Fire & Rescue
Service ‘Respect’ programme, all of whom provide education for children with barriers to learning in
mainstream classes.
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The Economic and Social Contribution of National Museums Liverpool
Case Study: Working with Parents and Young Children
Several outreach programmes have been created across NML’s venues to engage young families
in its activities and raise awareness of the free services for young children.
These programmes provide an opportunity for parents to network together and also support
parents who may be experiencing postnatal depression, helping to reduce isolation and promote
meaningful activity.
Little Liverpool at the Museum of Liverpool
“I have really enjoyed meeting and connecting with new people. The location in the
museum was a great idea as it reminded me of what they offer here for me and
my son.”
Parent from the Little Liverpool programme
A Suitcase of Stories
A case study in reaching out to a marginalised social group is A Suitcase of Stories; an education
outreach programme targeting children aged 3- 5 years, living in recognised disadvantaged areas
of the city. The project was developed to connect families with the Walker Art Gallery to raise
awareness of NML’s free services for very young children and to encourage their families to visit
the Gallery.
The ‘suitcase’ contains a wide range of creative play activities, reflecting the Gallery’s art
collection, designed to support teachers and parents with the development of their children’s
early childhood speaking and listening skills.
“I think this project has been fantastic for the kids, just seeing them there enjoying
themselves and telling stories. We even have a go at making new stories up too. She
absolutely loves it.”
Parent at Chatham Nursery
Outcomes of the development programme have included:
•
a positive change in the children's communication, language and literacy skills
•
sustained conversations between children
•
growing confidence to participate in group activities with other adults.
The programme has proved to be very popular with nursery schools and outcomes include; a
positive change in the children's communication, language and literacy skills, (intonation,
sentence structure, story structure and use of new vocabulary); sustained conversations between
children; and a growing confidence to participate in group activities with other adults.
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The Economic and Social Contribution of National Museums Liverpool
9. National Museums Liverpool’s role in the
cultural sector
9.1
NML plays a significant role in the cultural sector, collaborating with other institutions, building
partnerships and sharing expertise on a local, national and international level. NML does not
operate in isolation: it is an integral part of the cultural ecosystem. NML works closely with partners
in the sector, in both a formal and informal manner.
9.2
NML prides itself on being an organisation that people want to work with and learn from. Its work
to share collections, knowledge and thought leadership, to create networks and strategic
partnerships, puts NML, the UK cultural industries and the city of Liverpool brand on the national
and international map.
Loans to other cultural venues
9.3
NML holds some of the world’s most important
collections and shares these collections with a
wide range of venues. In 2015-16, NML loaned
collections to 150 other organisations in the
UK. The number of objects in loan in the UK and
abroad was approximately 6,000.
9.4
Since 2010, on average, 1 in 8 of all loan venues
for collections from all 17 DCMS sponsored
museums came from NML, and in 2014 had
loaned to more venues than any other DCMS
sponsored museum.
9.5
“Norton Priory has long enjoyed
the support of National Museums
Liverpool. As well as loans, advice
from subject specialists,
conservators and organisational
experts has proven invaluable
time and time again.’
Frank Hargrave, Director Norton Priory
Museum Trust Ltd
From the Atkinson in Southport to the Musei
Capitolini in Rome, the Paintings of the Romantic Age exhibition in Japan, Chester Zoo and the
Home Office, a breadth of different organisations, locally, nationally and internationally have all
benefitted from housing the collections of NML.
Case Study: The Atkinson, Southport
“We have developed a really excellent partnership with NML. The loans and the curatorial support
we have had from NML staff for our new Egyptian gallery have made this into a wonderful
resource for local schools and visitors, as well as attracting audience from right across the country.
Our current exhibition, Pantheon, Roman Art Treasures from the Ince Blundell Collection, is based
entirely on NML’s reserve collection. We also had significant input from staff who were very
supportive in terms of loans administration, curatorial support and conservation advice. Our
relationship with NML has been fundamental in making The Atkinson a success and we very much
look forward to working with you in the future.”
Stephen Whittle, Principal Manager, Museum, Galleries & Operations, The Atkinson, Southport
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The Economic and Social Contribution of National Museums Liverpool
Case Study: Arts Council National Partners Programme
To mark the Arts Council Collection’s 70th anniversary, the Walker Art Gallery will be one of four
galleries working together to curate, host, and share a series of exhibitions.
As part of the Arts Council’s National Partners Programme, The Walker Art Gallery will partner
with Towner Art Gallery, Eastbourne, Birmingham Museums Trust and Yorkshire Sculpture Park
to host 24 exhibitions over a three-year period.
This will see some of the finest collections of modern and contemporary British Art in the world
being displayed in Liverpool.
Case Study: Terracotta Warriors
The Terracotta Warriors are coming to the World Museum in 2018. This will be the first time in
more than 30 years that spectacular Class 1 National Cultural Treasures from the tomb of China’s
First Emperor, Qin Shihuangdi, will be brought to a museum in the UK outside London. Planned
to run from February to October 2018, visitors to World Museum will be given a glimpse into the
extraordinary story of Qin Shihuangdi, the First Emperor of China (221 to 206 BC).
His vast burial site and tomb complex was discovered near Xi’an in North West China in 1974, and
the story of the tomb’s Terracotta Warriors will be displayed alongside important artefacts and
research relating to the formative years of the Chinese nation, from the pre-unification Qin Kings
(307 to 221 BC) to the First Emperor’s legacy in the Han Dynasty (206BC to 220AD).
“The terracotta army represents one of the most significant archaeological excavations of
the 20th century, and I am delighted that a selection of the warriors will be coming to
Liverpool for the first time in 2018. I am sure that the exhibition will be very warmly
received by the people of Merseyside and beyond as Britain welcomes back the terracotta
warriors.”
Secretary of State for Culture Media and Sport, Rt Hon Karen Bradley MP
Sharing skills and expert advice
9.6
As well as physical collections, NML has a wealth of knowledge and expertise that is of benefit to
other organisations. NML is recognised as a leader in museum development, audience engagement
and commercial operations.
9.7
NML has shared its expertise with other organisations in the UK but also has an impressive, growing
international presence. It is becoming increasingly recognised as a museum from which others can
learn. In the last two years NML has shared expertise with around 45 local organisations, 15
national organisations and 15 international organisations.
9.8
For example, in the last year alone NML:
•
helped Manchester Museum through sharing knowledge on exhibition project
management and delivery processes
•
informed the development of the first museum dedicated to democracy in Argentina
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The Economic and Social Contribution of National Museums Liverpool
9.9
•
delivered a week-long course on audience engagement to museum staff from Turkey,
China, Singapore and Colombia as part of the British Council’s International Museum
Academy UK 2016. NML was one of four national partners to deliver a subject specific
course.
•
advised a number of museums across Europe in the Netherlands, Sweden, Russia and
beyond
•
provided recommendations on collections and displays across a number of museums in the
UK.
NML’s external representation is taken very seriously and expert staff represent NML on key
boards, committees and academic institutions. Among staff members there is a governor of Edge
Hill University, an advisor to Liverpool Anglican Cathedral, and NML’s Director is a member of the
Daniel Adamson Society, the Liverpool Mayor Heritage Task Force, and the Beatles legacy group.
Most recently, NML’s executive director, Sharon Granville, has been providing external
representation on the Clatterbridge Advisory Board of a new build cancer hospital in Liverpool. All
of these are examples of how NML’s knowledge sharing and thought leadership goes beyond just
the museums sector.
Working with Universities
9.10
Museums and universities are increasingly
“National Museums Liverpool is
working together and there are a lot of
synergies in subjects such as place-making, the perfect partner.”
research and teaching. Museums can work Dr Suzanne MacLeod, Director and Head of
with universities to provide specialist advice, School of Museum Studies, University of
assist with research and improve knowledge Leicester
and skills in the sector. Collaborating with
Universities also has the important benefit of
improving employability in the museums sector and through collaboration, museums can directly
influence skills and talent in the future supply of labour.
9.11
NML has strong links with local, national and international universities. Through these links it
provides online courses, research partnerships, lectures, curation days, PhD student supervision
and work placements. It has partnerships with all of the local universities in LCR. It has worked
with over 20 different universities in the last two years, 7 of which are overseas.
9.12
In 2013, NML established a strategic partnership with, Liverpool Hope University to support the
delivery of two taught post graduate programmes on MA Museum and Heritage Studies and MA
Art History and Curating. Staff from across all departments deliver practical museum led sessions.
Students receive unparalleled access to staff expertise, NML’s collections and venues.
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The Economic and Social Contribution of National Museums Liverpool
9.13
NML also contributes to online learning,
reaching an even wider audience. For example,
it is working in partnership with the School of
Museum Studies at the University of Leicester,
a free online course entitled Behind the Scenes
of the 21st Century Museum (Massive Open
Online Course –MOOC). NML is the exclusive
museum partner in this course and topics
discussed are based on material from the
School of Museum Studies and case studies,
including films, articles, reports and interviews
from across National Museums Liverpool.
9.14
Since 2015, the course has now run three times
and more than 22,000 learners have subscribed
to the course worldwide. Feedback to date has
been overwhelmingly positive and the course
will run for a fourth time in 2017.
“What a truly eye opening course.
My ideas on the role that
museums play in society has
completely changed over the last
six weeks. I started off thinking
that museums should be neutral
and not try to generate specific
emotions…I now see that
museums are the perfect place,
being at the centre of
communities, to tackle many
contemporary social issues.”
Jan Howell, MOOC Learner
Case Study: Working with the University of Leicester
National Museums Liverpool partnered with the University of Leicester to offer a free online
course looking at the role museums play in the 21st century.
The course covers a number of topics such as engaging with new audiences, how people respond
to museum collections and the role museums can play in society.
The course is applicable for a number of audiences, those wishing to study Museum Studies, to
help those who work in the museums sector undertake professional development, museum
volunteers or those who find the topic interesting.
“I would just like to let you know that I enjoyed your course very much, so much that earlier
this year while in Europe I made a special trip to Liverpool for several days to visit the
museums and galleries there. It is a beautiful city and we loved the museums and galleries.”
The Importance of Professional Dialogue
9.15
A wealth of research highlights the benefits of both formal and informal interaction in the creative
sector through the creation of networks in which relations are formed and knowledge and ideas
are shared.13 NML is a facilitator of some notable networks and plays an important role in these.
Staff have hosted or engaged in over 60 different networks in the last two years.
9.16
Examples of this include:
13
E.g. NESTA (2010) Creative Clusters and Innovation.
38
The Economic and Social Contribution of National Museums Liverpool
•
•
The Social Justice Alliance for Museums
(SJAM) - established in 2014 by National
Museums Liverpool with national and
international founding members. The
aim of SJAM is to recruit museums and
related bodies, and individuals, to sign
up to the charter for social justice, and to
campaign for and promote best practice.
The website has a dedicated area of
resources and case studies contributed
by members.
NML’s Director is the President of the
Museums Association (2015-2018).
“Hurricane Films are proud to be
involved with SJAM and we fully
support their efforts to not only
support and highlight the
museums provide to all, but more
specifically the importance of
social justice and the role that
museums can play in striving for a
better and fairer society.”
Roy Boulter, Producer, Hurricane Films
•
NML regularly hosts advocacy and
networking events for local arts and education practitioners linked to major projects e.g.
Pride and Prejudice, ACC National Partners Fund.
•
NML is represented on the Board of the NWFED as the co-ordinator of professional
development events for museum, heritage staff and volunteers in the North West.
•
The Federation of International Human Rights is led by National Museums and was borne
out of the International Slavery Museum’s work on contemporary human rights abuses,
modern slavery and continuing legacies of the Transatlantic Slave Trade. FIHRM was
established in 2010 under the auspices of UNESCO at the International Slavery Museum in
Liverpool. FIHRM holds an annual international conference and to date, more than 127
organisations in 41 countries are members of FIHRM.
•
The Social Justice Alliance for Museums (SJAM) was established in 2014 by National
Museums Liverpool with national and international founding members. The aim of SJAM
is to recruit museums and related bodies, and individuals, to sign up to the charter for social
justice, and to campaign for and promote best practice.
•
NML’s Director, David Fleming, is the President of the Museums Association (2015-2018),
and the founding President of the Federation of International Human Rights Museums
(FIHRM).
•
Happy Older People (HOP) is a new network which promotes age-friendly arts participation.
HOP brings together older people, artists, cultural organisations, health and social care
providers, housing associations, community groups, transport providers and volunteering
organisations. Created in 2014 by National Museums Liverpool, HOP is coordinated by
Open Culture, and is funded by the Liverpool Clinical Commissioning Group and National
Museums Liverpool. To date, it has enabled over 2,700 older people to engage with the
arts.
•
National Museums Liverpool is a founding member of the National Alliance for Museums,
Health & Wellbeing. The Alliance was established in 2015 as a place where information
about museums and health can be shared, to improve best practice, help build resilience
and provide resources and support for those individuals and organisations working in this
area of activity. Arts Council England (ACE) has awarded funding to a national consortium
of partners to take forward Phase 2 in 2017-18.
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The Economic and Social Contribution of National Museums Liverpool
Figure 9.1 Summary of NML’s Recent International Activities
Source: NML
40
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