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ECONOMIC AND SOCIAL IMPACT

Proving the worth and value of the Blackpool Grand

The Grand Theatre, Blackpool has published a study of its social and economic impacts. This pathfinding enquiry was commissioned from RGA Consulting, Edinburgh, a firm with wide experience of impact appraisal in the tourist industry.

Based on robust research, the purpose has been to create coherent evidence to inform Grand Theatre stakeholders about the theatre’s achievements and policy. It is hoped that the grants awarded by Blackpool Council and the Arts Council – as well as new funds from regeneration, education, heritage, corporate agencies and private patronage – can now be justified in wider policy areas so as to achieve the backers’ objectives.

The study was funded by grants from the European Regional Development Fund, Blackpool Challenge Partnership and Blackpool Council, with a contribution from Blackpool Grand Theatre Trust, owners of the theatre.

The key findings are:

1. Economic Impact:

The Grand Theatre is a significant local enterprise estimated to have a total impact of £12.2m at a national level and £9.8m at a Lancashire level. It is responsible for generating at least 9,000 tourist visits to Blackpool and especially for encouraging visitors to visit at all times of year; thereby increasing tourism performance.

Blackpool Council subsidy is low as a percentage of total income; the Grand operates within budget and is thereby demonstrates efficiency at managing resources.


2. Social Impact: Grand Theatre instrumental in building and developing Blackpool communities

The research shows that the Grand is a vital cultural and recreational asset for the people of Blackpool. It provides them with a programme of activity throughout the year and contributes positively to the image of the town. It provides residents with a unique leisure opportunity where culture and leisure activities – and thereby opportunities to engage with other community members – are limited. Audiences have opportunities to develop closer ties and community cohesion through the Grand’s Youth Theatre, Friends of the Grand and as volunteers.

The Grand is an important element of Blackpool’s tourism product and it is regarded positively by visitors. It is one of the town’s foremost heritage buildings and symbolises its traditions as Britain’s premier “show town” outside London. The significance of the tourism market is indicated by the postcode profile of bookers – there is an entry on the database for every postcode area in the UK!
Despite selling 200,000+ tickets annually, Blackpool is very challenging in terms of interest in the arts. The Grand has successfully addressed many of these difficulties. It appears to be overcoming some of the traditional barriers to arts attendance. It attracts many thousands of people who are not “typical” arts attendees – this demonstrates an important social function within the Blackpool area. The theatre is more of a ‘people’s theatre’ than those in wealthier towns and cities. Such a profile should be attractive to the Arts Council and potential sponsors and artistic collaborators who want to penetrate this market more effectively.

The Grand generates media coverage with an equivalent “paid for” value of £230,000 per year.


3. Grand Theatre increases social capital

Research suggests that the Grand encourages local audiences to engage with the arts where they may otherwise be reluctant to. This function is highly valued by education and community organisations. They feel that the Grand is approachable, friendly and welcoming to young children and disabled groups. The Grand is playing a crucial role, of introducing new people to theatre and developing local appreciation of Blackpool’s tradition of variety.

The Grand has a good relationship with its audiences and communicates effectively with them.

Volunteering at the Grand Theatre encourages the development of new skills, which have the potential to be transferred to other aspects of community action.


4. Grand Theatre activates social change

The Grand’s association with traditional seaside entertainment, engagement with large sections of the community and designation as National Theatre of Variety all contribute to a general commitment to the preservation and reinvention of variety theatre. Variety programming offers the Grand an excellent opportunity to differentiate itself from the other performing arts venues and to introduce audiences to a wider range of artform experiences.

The research shows that the many volunteers of working age believe that the skills they acquire could be applied to paid employment.


5. Grand Theatre develops human capital

Audiences appear to be more interested in participating in arts activities as a result of their experiences at the Grand.




Of these five impact assessment categories, the authors believe that the Grand Theatre’s impact is particularly strong in two areas: building and developing communities, and improving economic performance in Blackpool.


The full report is available as a PDF download. It is in two documents. See above right.  Volume 1 (Main Report), Volume 2 (Apendices)

Downloadable PDF's

Grand Theatre Economic and Social Impact Study 2006, Part I
Grand Theatre Economic and Social Impact Study 2006, Part II