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Strategic
Development
of the
Industrial
Powerhouse
Product
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Do we really belong together?
Heritage
Economic
development
All she thinks about is money Why should I support his
silly hobby?
What is this relationship?
Comparative Performance
Allocation of Resources
Manufacturing
Financial Services
Agriculture
Tourism
Nuclear
Creative and Cultural
Service Sector
Public Sector
What do I know?
“Excellent piece of work” ICOMOS“Paradigm changing” “Very excellent” UNESCO
So what is Industrial Powerhouse exactly?
An idea/story/stories40,50 or 90 attractionsA marketing campaign/WebsiteA collection of cultural attractionsAn attraction investment programme
But it needs to be a coherent product…
D.I.V.O.R.C.E. Approach
M.A.R.R.I.A.G.E approach
2009 2010 2011 2012
People’s History Museum launched
Industrial Revolutionaries Exhibition –Harris Art Gallery Preston
Real People – Real Lives Bolton Museum, Permanent Exhibition
Launch of New Museum of Liverpool
Launch of Refurbished MOSI, Manchester
150th anniversary of invention of internal combustion engine
200th anniversary of birth of Elisabeth Gaskell – BBC celebration
Developing Major Project2011
Global Threads –Cultural Olympiad project
2012 Olympics
Industrial Powerhouse Timeline
Mar
20
10
Sep
t 2
01
0
Manchester Museums Consortium
2.3 million
URBIS
260,000
Harris
250,000
Manchester Art Gallery
394,000
IWM
245,000
Bolton Museum
310,000People’s History
Museum
Ellesmere Port Boat Museum
Blackwell
Haig Mine
The Lowry
841,000
Queen Street
Mill
17,000
TATE Liverpool
1.1 million
International Slavery
Museum
410,000
New Museum
of Liverpool
So what are the key IP attractions?
MOSI
852,000
The Walker
396,000
Windermere Lake Cruises
1.2 million visits
Tatton Park
770,000
Merseyside Maritime Museum
1 million
Quarry Bank Mill
160,000
National Museums Liverpool
1.5 million
Anderton Boat Lift
70,000
Helmshore Mill
Cheshire East
CANALS/
TRADE
Cumbria the Lake District
INDUSTRIAL ANTIDOTE
Lancashire and Blackpool
MONEY MADE/MONEY
SPENT
Merseyside
INDUSTRIAL TRADE, SLAVERY
AND MIGRATION –CONTEMPORARY
CULTURAL
Greater Manchester
ORIGINAL MODERN, INDUSTRIAL CITY, CONTEMPORARY
CULTURAL DESTINATIONCheshire
West
TEXTILE/
FASHION
Key attractionsKey destinationsKey stories
Helmshore Mill Queen
Street Mill
Weavers Triangle The IP MoleculeBolton Museum
HarrisMuseum
Blackburn Museum
Macclesfield Silk Museum
Quarry Bank Mill
Paradise Mill
Anderton Boat Lift
TouchstonesOldham
Rochdale Pioneers
Ellesmere Port Boat Museum
Industrial Powerhouse should be the stimulus to see these things as parts of a larger/better product…
The connection that propels people from one site to another…
The glue that binds disparate bits together into a strategy for effective development…
The marketing that sells the whole and the bits.
Heritage Boatyard Project
Conditions for growth…
Quality of collection/siteSupport of local authorityManagementLogistics/site potentialReputationAmbition
Product has to be good for marketing to work!
Logistics dictate the reality…
Some sites developed for…
Local benefit/impact
Regional/National/International impact
Markets are defined by logistics and specifics…
E.g. Pennine Lancashire – Actions
Identify - Local, Regional, National SitesRevolution Project – Metaphor 2010
Support accordinglyProjects – Revolution AnalysisDevelop ‘gems’ for the future – Queen St Mill
Invest in major impact scenario – 2011-12
Heritage is bigger than museums/mills…
The Future
New ambition for the future
Better integration of past and present
Develop community/social value
Develop economic/cultural/arts value
Industrial Heritage is the ‘cultural glue’
Binds places together – the soul of this place
The trouble
with industrial
heritage…
European Film Awards 2010
Jahrhunderthalle - Former gas power
station of Bochum’s steel mills, Essen
iPEEP Project
Pompidou MetzDundee V&A –£47 million – 500,000 visitors,900 indirect jobs
British Museum –£135m extension planned
Abu Dhabi - $27 billion
Guggenheim, Maritime Museum, Performing Arts Centre…Abu Dhabi Louvre - $500 million for name rights
- $546 million for 10 years expertise- $52 million to build collection
Abu Dhabi – A $27 billion reminder…Cultural heritage - some places have to buy it… but why bother…
Because everywhere sensible wants to avoid
being caught in the ‘Clone Trap’…
“There are over 1,000 locations in Europe alone, all promoting exactly the same thing, looking identical and representing themselves in similar ways – through pictures of people playing golf, people in call centres, airplanes taking off. These places have become commodities, indistinguishable from one another and offering little or no added value”
Sean Young of Locum Consulting
Because culturally-motivated visitors
spend more…•16% of Staying Visitors
•Current 2 Year Value £4,395
•Trip Spend £788Familiar Families
•14% of Staying Visitors
•Current 2 Year Value £3,969
•Trip Spend £955 Cultured Families
•16% of Staying Visitors
•Current 2 Year Value £3444
•Trip Spend £643
Frequent Adventurous Independents
•15% of Staying Visitors
•Current 2 Year Value £2,490
•Trip Spend £557Old Scenery Watchers
•17% of Staying Visitors
•Current 2 Year Value £2,290
•Trip Spend £539Wilderness Couples
•22% of Staying Visitors
•Current 2 Year value £1,541
•Trip Spend £745New Explorers
Because new technologies and ideas make
this work better than ever before…
Because if we don’t others will…
Because this story is our ‘cultural glue’ it
binds our places and stories together…
Because this our story…
These are the places that invented the modern world – a global epicentre
This isn’t about the past, its about the future… But we need your help.
