!!!!!! London 2012 Cultural Olympiad Evaluation. Executive Summary. By!Dr!Beatriz!Garcia!

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1 London 2012 Cultural Olympiad Evaluation Executive Summary ByDrBeatrizGarcia HeadofResearch,InstituteofCulturalCapital SeniorResearchFellowinSociology,UniversityofLiverpool 25April2013 EvaluationTeam DrBeatrizGarcia,ResearchDirector TamsinCox,LeadResearchCollaborator StephenCrone,ResearchAssistant With%specialist%support%from% KateRodenhurst,CaseStudyResearch ProfAndyMiah,DigitalMediaResearch DrPeterCampbell,PhilippaHunterOJonesandJamesMilton TheInstituteofCulturalCapitalisastrategiccollaborationbetween theuniversityofliverpoolandliverpooljohnmooresuniversity

2 Introduction ExecutiveSummary2 TheUKbidforthe2012OlympicandParalympicGamespromisedthattheLondon2012 programmewouldchampioncultureandeducationalongsidesport,withaculturalolympiadto inspireyoungpeopleandcelebratethecountry suniqueinternationalismallovertheuk.the CulturalOlympiadwaslaunchedin2008asafourOyear,UKwideprogramme,developedbyandfor communities,especiallyyoungpeopleandincludedspecialprogrammestocelebratedeafand disabledartists,theuksdiversecreativeindustries,itsheritageandnaturalenvironmentsand worldiconssuchaswilliamshakespeare. ThefinaleoftheCulturalOlympiadwastheLondon2012Festival,acuratedUKOwidefestival showcasingthebestoftheculturalolympiadandcommissioningorinvitingworkfromworldo leadingbritishandinternationalartists.thelondon2012festivalpromised Onceinalifetime commissionstomatchuptothe Onceinalifetime Gamesexperience,withacommitmentto servingcommunitiesthroughouttheukinpartnershipwithlocal,nationalandinternational partners.thelondon2012festivalalsopromisedtoforegroundtheuk screativeindustriesand commissioninnovativeworktohighlighthotspotsforculturaltourists,aswellasofferingfree participationopportunitiesforlocalcommunities. ThepromisesinherenttotheCulturalOlympiadandLondon2012Festivalvisionhavetranslated intothelargestculturalprogrammeofanyolympicandparalympicgamesandaprogramme,ona geographicalscale,unmatchedbyanypreviousukculturalfestival.anadditionalpromisewasa legacyforthosewhoparticipated,andthisisreflectedintheenduringlifeofmanyofthenew partnerships,festivalsandcommissionscontinuingtoserveaudiencesbeyond2012.amongstthe partnerships,thespecialrelationshipswithderry~londonderryukcityofculture2013,the Glasgow2014CommonwealthGamesandtheRio2016OlympicandParalympicGamesallowed worktobepremieredinthelondon2012festivalandforthesepartnershipstobebuiltuponfor theyearsfollowing2012. ThisreportsummariseskeyfindingsfromtheInstituteofCulturalCapital 1 evaluationofthelondon 2012CulturalOlympiad.Thesefindingsareorganisedinfivemainareas,whichbroadlycorrespond withthemainpromiseshighlightedabove: Raisingthebarforculturalprogramming Engagingaudiencesandcommunities Developingtourism Governanceandpartnershipapproach PlacingcultureattheheartoftheGames ThisSummaryiscomplementedbyaFullEvaluationReportanddedicatedCaseStudyreports. 1 TheInstituteofCulturalCapitalisastrategiccollaborationbetweentheUniversityofLiverpooland LiverpoolJohnMooresUniversity. Institute%of%Cultural%Capital%% %London2012CulturalOlympiadEvaluation%%(25%April%2013

3 Table of contents ExecutiveSummary3 Introduction...2 Tableofcontents...3 WhatistheCulturalOlympiad?...4 TheCulturalOlympiadinnumbers...7 Summaryimpactsandachievements Raisingthebarforculturalprogramming Engagingaudiencesandcommunities Developingtourism Governanceandpartnershipapproach PlacingcultureattheheartoftheGames Conclusions...22 Technicalnote...25 Institute%of%Cultural%Capital%% %London2012CulturalOlympiadEvaluation%%(25%April%2013

4 What is the Cultural Olympiad? ExecutiveSummary4 ACulturalOlympiadisarequiredelementofanyOlympicandParalympicGamesandispartofthe InternationalOlympicCommittee sambitiontopresentthegamesastheblendingof sport, cultureandeducation. 2 TheLondon2012GamesCandidatureFilepresenteditscultural programmeproposalin2004aspartofthechapterdedicatedto CultureandOlympism.The chapterincludedthevisionforthegamesopeningandclosingceremonies,thetorchrelay,a networkofbigscreensorlive%sites,aneducationprogramme,andafouroyearculturalolympiad startingattheendofthebeijing2008olympicgames.themainvisionbehindthecultural Olympiadwassustainedduringdelivery,whiletheprogramme skeycomponentsexpanded considerablyandincludedadiverserangeofprogrammingstrands,partners,andfunders.find belowanoverviewofthemainmilestonesovertime. Mainprogrammingcomponentsandchronologicalmilestones In2008,theCulturalOlympiadlaunchedasaseriesofMajor%Projectsinspiredbythebidproposal andtwodistinctengagementprogrammes:open%weekendandinspire.theseprogrammes adoptedanopensourceapproachtomaximisemultipleoownership,empoweringlocal communitiestomakeartandlinkwiththegames. TheInspire%Programmeallowedorganisationstocarryan Inspiredby2012 Marktoassociate cultural,sportingandeducationalactivitywithlondon projectswerelicensedunder theculturelabelandtookplacebetween2009and2012.someofthemalsobecamepartof CulturalOlympiadstrands,andafewwereincludedinthefinalLondon2012Festival. Open%Weekendwasanannual,UKOwidethreeOdayeventrunningfrom2008to2011,counting downtothestartofthelondon2012olympicgames.itincludedthousandsofprojectsand aimedtomaximisesectorinvolvementintheleadupto2012. TheMajor%ProjectsweredesignedtohighlightdistinctCulturalOlympiadthemesandvalues. Tenprojectswereoriginallypresented,ofwhicheightdevelopedintotheCulturalOlympiad programme.theseprojectsweredescribedbydeliverypartnersasfollows: Stories%of%the%World%wasthelargestyouthparticipationprogrammeeverundertakenby museumsintheuk.thousandsofyoungpeoplewererecruitedtoreinterpretmuseums collectionsandcoocurateexhibitions.% Somewhereto_%createdanetworkofspacesenablingyoungpeopletopursuetheircreative andsportingpassions.% Film%Nation%engagedyoungpeopleasartistsandproducersoffilm.% Discovering%Placesexploredheritageandopenspacesinbuiltandnaturalenvironments throughouttheuk,emphasisinglesswelloknown(orhiddenplaces. Artists%Taking%the%Leadinvitedartiststopresenta bigidea tocelebratethecultural Olympiad.Panelsoflocalartistsselectedoneproposalfromeverynationandregionfora majorcommission. UnlimitedwasthelargesteverUKcommissioningprogrammeforexcellentartbyDeafand disabledartists.itdevelopedthroughouttheolympiadandculminatedduringthe ParalympicGames. TheWorld%Shakespeare%FestivaldemonstratedtheinternationalappealofShakespeareand fosteredexchangeandcollaborationbetweenukandinternationaltheatrecompanies.it incorporatedglobe%to%globe,theperformanceofshakespeare s37playsby35countries,in 37differentlanguages. 2 IOC(2012Olympic%Charter.Lausanne:InternationalOlympicCommittee Institute%of%Cultural%Capital%% %London2012CulturalOlympiadEvaluation%%(25%April%2013

5 ExecutiveSummary5 Soundswasanumbrellanameforaseriesofflagshipinternationalmusicprojects.The term Sounds wasneverpromotedasasingleumbrella,butitscomponentsbecame flagshipsintheirownright. Youth%Music%Voices,avocalensembleof100youngpeopleauditionedacrosstheUK andperformedthroughouttheculturalolympiadindiversevenues,includingthe OlympicVelodromeandtheHousesofParliament; Music%20x12,acommissioningprogrammeof20contemporary12minute compositionsbyukcomposersincollaborationwithorchestrasandmusicalgroups; Music%Nation,aweekendoflivemusiceventsinvolvinganationwidecollaborationof theuk'sorchestralandmusicomakingcommunities. BBC%Hackney%Weekend,amusicfestivalbringingtogetherthebiggestnamesinpopular musicforthefirsttimetoapreviouslydeprivedcommunityineastlondon; BT%River%of%Music,sixstagesoffreemusicacrossclassicandemergingiconicsiteson thethamesriverbankthroughoutlondon,presentingworkfromall204nations competingatthe2012games; BBC%Proms,theworldOfamousclassicalmusicfestival. In2009,LegacyTrustUKannouncedfournationalprojectsand12newprogrammingstrands,%one foreachukregionandnation,complementingregionalprogrammesbeingdevelopedbyanetwork ofdedicatedcreativeprogrammersandlocalauthorities,andincorporatingmanyprojectslicensed withaninspire%bymark.2009alsosawthestartofadditionalnationalandplaceospecificprojects ledbyculturalolympiadprincipalfunders,premierpartnersandsupporters. In2010,thekeystakeholdersoftheCulturalOlympiadformedaCulturalOlympiadBoardto overseethemanagementoftheoverallprogramme.thisboardappointedadirectorofthe CulturalOlympiadand,together,theydevelopedtheLondon2012Festivalasaculminationofthe CulturalOlympiadin2012. TheLondon2012Festivalwasacuratedprogramme,whichincludedarangeofprojects developedintheearlieryearsoftheculturalolympiad(eg.alargeproportionoftheoriginal Major%Projectsaswellas200newcommissionsandcoOcommissionswithflagshipcultural organisationsacrosstheukaswellasinternationally. SomeexistingprojectsoutsidetheCulturalOlympiadwerebroughtundertheLondon2012 Festivalbanner,presentingaUKOwidecelebrationofthebestofBritain sartsandculture. TheinclusionoftheArt%in%the%ParkprogrammeofpublicartintheOlympicPark,andthecoO curationofthemayor%of%london%presents%summerculturalprogrammefor2012weretwo significantadditionstothelondon2012festival,whichaddedvisibilitytotheprogramme throughoutthehostcityandsportingvenuesduringgamestime. ThisevaluationcoversalleventsthatwerepartoftheCulturalOlympiad,includingtheLondon 2012Festival.Whererelevant,specificmentionismadeofLondon2012Festivaldataand distinctionsaremadebetweenfestivalandnonofestivalfindings.bydefault,allreferencestothe CulturalOlympiadareinclusiveofFestivalrelatedfindings. NOTE:ThefullEvaluationReportthatcomplementsthissummaryalsoincludesanoverviewof findingsrelatingtotheopen%weekendandinspire%byprogrammes.however,withinthissummary, mostfindingsexcludethesetwoprogrammesduetolackofcomprehensivedataavailability.total figuresmustthusbeconsideredslightunderstatements. Institute%of%Cultural%Capital%% %London2012CulturalOlympiadEvaluation%%(25%April%2013

6 ExecutiveSummary6 Graphicdesignby:DaveCasey,DHA Institute(of(Cultural(Capital(( (London2012CulturalOlympiadEvaluation(((25(April(2013

7 The Cultural Olympiad in numbers 3 ExecutiveSummary7 Size%and%Scale%% 126.6m%budget%acrossthefour?yearCulturalOlympiad,ofwhich89%per%cent%goes%to% programming% 177,717%activitiesacrossperformances(22percent;event/exhibitiondays(18percent; sessionsforeducation,trainingortakingpart(52percent;andotheractivity(7percent,the latterincludingdedicatedbroadcastsandonlinecommissions. 33,631%activitieswithintheLondon2012Festival 40,464%artists,%ofwhich6,160areemergingartistsand806areDeafordisabledartists.% 25,000%artists%intheLondon2012Festivalalone% Artistrepresentationfromall204%competing%Olympic%nations% 5,370%new%artistic%works%or%commissionsemergingoutofhalfofallCulturalOlympiadprojects. 2,127oftheseemergeoutofLondon2012Festivalprojects% 10,940%new%partnershipsformedwithculturalorganisations,businesses,educational organisations,localauthoritiesandsportorganisationsacrosstheculturalolympiad Public%Impact% 43.4%million%public%engagement%experiences,including37.4millionattendancesorvisits,and5.9 millionparticipants.thistotalincludes:% 45,597%volunteers% 38.5%million%free%public%engagement%experiences.15.4%millionwithintheLondon2012 Festival% Estimatesof1.6%million%domestic%tourist%visits%acrosstheCulturalOlympiadintheperiod July September2012 Estimatesof126,000%international%tourist%visits%attheLondon2012Festivalintheperiod July?September m%broadcast%and%online%views%and%hits%acrosstheCulturalOlympiad.140mfortheLondon 2012Festivalalone 42,000%Twitter%account%followers%fortheLondon2012Festivalwitha84percentpositive sentiment BySeptember2012,%29%per%cent%of%the%UK%population%was%awareoftheCulturalOlympiadand Festival;thiswentupto40%per%cent%awareness%in%London 66%per%cent%of%London%2012%Festival%audiencesagreedthatbeingpartoftheFestivalinthe contextofthegameswasa once?in?a?lifetime experience 80%per%cent%of%London%2012%Festival%audiencesindicatedthattheeventattendedexceededtheir expectations 3 PleasenotethatthesefiguresareanunderstatementinrespectofthewholeCulturalOlympiadprogramme, astheyexcludemuchoftheactivityfromtheopen(weekendprogrammeandthemajorityofinspire(mark projects,duetolackofcomprehensivedataavailable.

8 ExecutiveSummary8 Impact%on%the%culture%sector% 54%per%centofprojectsindicatedtheywould%not%have%taken%placewithouttheCultural Olympiad 52%per%centofprojectsindicatedthattheyexpect%to%continue%beyond%2012inasimilarform 62%per%cent%ofprojectsindicatedthattheyworked%with%new%partners 61%per%cent%ofprojectsindicatedthattheyexpect%to%sustain%new%partnershipsformedbeyond %per%centofprojectsbelievedtheyhavegainedgreater%national%profileandfeltpart%of%a% bigger%national%celebrationthankstobeingpartoftheculturalolympiad Broadcast%and%press%impact% Over%165%hours%of%BBCcoverageofLondon2012Festivalprogramming(excludingnewsin2012 1,574%UK%national%and%4,126%regional%press%clippings%mentionedtheCulturalOlympiador London2012Festivalbetween2003(earlyLondon2012bidmentionand11September2012 (Gamesaftermath.Anestimated3,876storiesreferredonlytotheCulturalOlympiad,1,311 referredonlytothelondon2012festival,and513toboth 364%instances%of%international%media%coverage%from%38%countries%cover%theLondon2012 FestivalbetweenJulyandSeptember2012% 45%per%cent%of%UK%press%national%stories%and%75%per%cent%of%regional%stories%were%positivein 2012.Only8percentofnationalstoriesand1.7percentofregionalstorieswerenegative 15.5percentofstoriesontheCulturalOlympiadwereanewsitemand8percent%appeared withinthesportpages Bytheendof2012,%art%critics%produced%42%UK%articles%choosingCulturalOlympiadactivityas theirtophighlightorculturalpickof2012 Online%media%impact% Over2m%viewsoftheLondon2012FestivalwebsitebetweenNovember2011andSeptember 2012,withaveragemonthlyuniquevisitorsof200,000 over20,000%rertweets 4,000%engaged 4 %followersofthelondon2012festivaltwitteraccount 37,600 likes ofthelondon2012festivalfacebookpage 66,000downloadsofadigitalbellonoccasionofMartinCreedAll(the(Bells(projectonthe morningoftheolympicgamesopeningceremony 4 EngagedtwitterfollowersaredefinedasfollowersthatretweetoroffercommentaryonLondon2012Festival accountpostings

9 ExecutiveSummary9 % Summary impacts and achievements

10 ExecutiveSummary10 1. Raising%the%bar%for%cultural%programming% StandardsofculturalprogrammingwithintheUKarealreadyinternationallyexcellent,soraisingthe barinthisareawasalwaysgoingtobeachallengeforthelondon2012culturalolympiadand Festivalteams.Inthisrespect,itwasnotexpectedthatLondonwouldundertakeastransformativea culturalprogrammefortheukasoccurredforsuchpreviousolympichostsasbarcelona1992or Sydney2000,sincetheirrelativestartingpointsweresodifferent.Yet,hostingtheCulturalOlympiad didmakeasignificantdifferencetotheuk sdeliveryofculturalprogramming.thisisapparentinthe ambitiousscaleanddiversityoftheprogramme,thechampioningof new work,theemphasison distinctvaluesandthemes,andthedevelopmentofnewpartnershipswithinandacrosssectors. The%2012%programme%showcased%a%significant%volume%and%range%of%activities,%representing%wide% geographical%coverage,%and%a%very%broad%range%of%artrforms,%as%well%as%a%diverse%type%and% nationality%of%artists.%%the%key%details%of%this%programme%are%summarised%below:% % 117,717%activitieswerepresentedovertheOlympiad,ofwhich33,631%activities(29percent wereconcentratedinthe12?weeklondon%2012%festivalperiod,whichspannedpartofthetorch RelayandOlympicandParalympicGamesmonths. Cultural%Olympiad%types%of%activity% London%2012%Festival% %% NonRFestival% %% Total% %% % Performances 7,063 21% 18,949 23% 26,012 22% Event/Exhibitiondays 8,061 24% 13,555 16% 21,616 18% Sessionsforeducation, 17,715 53% 43,536 52% 61,251 52% trainingortakingpart Otheractivity 747 2% 8,046 9% 8, % Total 33,631 84, ,717% 100% Source:(ICC/(DHA(Project(Survey( 52%per%cent%of%all%activity%included%sessions%for%education,%training%or%taking%part,thus evidencingtheprogramme scommitmenttoengagementandactiveparticipation. Activity%took%place%across%all%UK%nations%and%regions,withsomeregionspresentingashigha volumeofactivityencouragingactiveparticipation(e.g.sessionsforeducationaslondon. Activity%cut%across%allartforms,withaslightdominanceof combinedarts,mainlyinvolving outdooractivities.thisdemonstrateshowtheculturalolympiadmetitsobjectivetobringart intounusualplacesandanimatepublicspaces.dancewasanotherdominantartform,whichis reflectiveoftheimpactachievedbyoneflagshipmassparticipationproject,big(dance. 40,464%artistswereinvolvedintheculturalprogrammes. Asevidenceofthediversityof programming,theregions%emphasised%slightly%different%elements%in%their%approach%to% programming,withsomebeingmoreclearlyorientedtowardsdevelopingthesectorand prioritisingartist?ledexperiences(e.g.involvingahighernumberofartists,whileothers emphasisedgrassroots?ledinitiativesandabroaderparticipantbase(e.g.involvingalarger numberofparticipants. All204%competing%Olympic%nations%were%represented%by%artistsviatwoprincipalevents,BT(River( of(music(freeconcertsacrosslondonpresentingmusicandcollaborationsfromthecompeting nationsandpoetry(parnassus(aweekofpoetryintranslationatsouthbankcentreandin associatedpublications.the5%continentswerealsorepresentedacrossalargernumberof projects.europeandtheamericaswerethetwomostdominantcontinents,withsouthamerica havingastrongerpresencethantheusorcanada.asia,africaandoceaniawerealsowell represented,thefirsttwobringingmorethan300artistseach.

11 ExecutiveSummary11 Artform%by%project% Non?Festivalprojects London2012Festivalprojects Source:(ICC/DHA(Project(Survey( A%wide%diversity%of%artforms%was%present%throughout%the%Cultural%Olympiad.%Whencomparing London2012Festivalprojectswithprojectsoutofitsremit,itisapparentthatthelattergave moreprominencetoclassicartforms,whichofteninvolvedhighprofileartistsinareassuchas theatre(themostdominantartform,ledbytheworld(shakespeare(festival,thevisualarts, musicanddance.incontrast,non?festivalactivitywasdominatedbycombinedartsandhadfar higherpercentagesofmuseumsandheritageprojects(e.g.stories(of(the(worldaswellas non? artformspecific work,mostofwhichwascommunity?ledandcrossed?overwithsport,healthand educationsectors.thefestivalalsogaveastrongeremphasistonon?traditionalformsmore associatedwiththecreativeindustries inparticular,filmandcomedy.% The%programme%emphasised%the% new :%new%commissions,%new%productions%and%premieres,%new% partnerships,%and%new%ways%of%working.%the%programme%also%enabled%work%that%would%not%have% happened%otherwise.% 54%per%cent%of%projectsindicatedthattheiractivitywould%not%have%taken%placewithoutthe CulturalOlympiadand21percentthatitwouldhavehappenedbutinadifferentform. Halfoftheprojectsclaimedthattheirworkresultedinnewproducts,totalling5,370%actual%new% artistic%works%or%commissions,rangingfromfilmstopublicartworks,fanfares,carnivalfloatsand costumes,playsorgraphicmurals,tonameafew. Themostcommonlycited new dimensionofprojectsweretheopportunitiestodevelopnew partnerships(for56percentofprojects.thisaspectwascloselyfollowedbyreferenceto greaterscale,complexityorambitionintheirwork,andtheopportunitytoworkwithnewart formsorartists. The%significant%leadRup%to%2012%and%the%scale%of%the%ambition%allowed%new%projects%to%flourish% beyond%2012.someofthemostprominentexamplesincludefestivals,employmentandtraining programmes,andtouringproductions. 52%per%centofCulturalOlympiadprojectsexpected%to%continue%in%a%similar%form,%while30per centindicatedthattheywouldcontinueincertaincircumstances,mostlydependentonfunding. TheprojectswhichexpectedtocontinueencompassthefullbreadthoftheCulturalOlympiad strands,fromtheoriginalmajor(projects(tolondon2012festivalcommissions,anduk?wide projectsfundedviathelegacytrustuk. Combined Arts 25% Dance 14% Film 3% Literature 3.3% Museums &Heritage 12.5% Music 16% Non? arlorm specific 11% Theatre 6% Visual Arts 9% Combined Arts 7.9% Comedy 3% Dance 9% Film 5% Literature 2% Museums &Heritage 2% Music 21% Non? arlorm specific 1% Theatre 32% Visual Arts 17%

12 ExecutiveSummary12 AsevidenceofthestrongrelationshipsformedwithfutureGameshosts,awiderangeofprojects fromlondon2012willbeexportedtoriodejaneiroandsomeareexpectedtofeaturewithin therio2016games. The%evolution%of%the%cultural%programme%led%to%the%emergence%of%several%distinct%values%and% themes,%which%were%highlighted%as%significant%programming%strands%in%the%promotional%literature. Thisemphasisprovidedaplatformtoshowcasedifferentkindsofartists including6,160emerging artists anddifferentwaysofexperiencingthearts. 15.4%million%free%audience%or%participant%experiencesweredeliveredbytheLondon2012 Festivalexceedingitspromiseofdelivering10millionfreeopportunities.Furthermore,23m additionalfreeaudience/participantexperiencesoccurredwithinthebroaderculturalolympiad. 40percentofprojectstargetedchildren%or%young%people,amajorityofwhichwereledbyyoung peoplethemselvesasartistsorproducersofthework,(e.g.tate(movie 5,(Somewhereto_. 806Deaf%and%disabled%artists%wereinvolvedwiththeCulturalOlympiad,mainlyinthecontextof theflagshipdisabledprogrammeunlimitedandthededicatedregionalprogrammeaccentuate. ProgrammingtookplaceacrossmanyofthemosticonicoutdoortouristattractionsintheUK andinfirst?timeenvironments( unusual%places forartinterventions.77percentofprojects withinthisgroupwouldnothavehappenedwithouttheculturalolympiadandmosthave becomeiconicintheirownright,becomingtheleadingpromotionalimagefortheirrespective locations. Approximately70percentofprojectsuseddigital%innovationintheirdisseminationorapproach topublicengagement.inparticular, poprup %or% surprise interventionsreliedalmostexclusively onaudiencesfollowingsocialmediatodiscoverwhatwastakingplaceandwheretogo.an additional40percentofprojectsuseddigitalactivityinthecreationofartisticwork,an approachthatwasparticularlynoticeablewithinthelargestoutdoorinterventions(eg.speed(of( LightinEdinburgh sarthur sseat,connecting(lightinhadrian swall. 6 The%Cultural%Olympiad%included%work%across%all%of%the%major%subRsectors%in%the%creative%industries 7 and,insomenotableinstances,the% oncerinrarlifetime %nature%of%the%programme%was%a%catalyst%for% unprecedented%partnerships%with%creative%practitioners%in%the%private%sector. 19%per%centofprojectsacrosstheprogrammeindicatedthattheyestablishednewpartnerships withcreativeindustriesorganisations. 14%per%centofprojectsreportedworkingwithbusinessesasnewpartnersintheirproject, accountingforatotalof3,348newpartnersinthebusinesssector. Someindividualprojectsspecificallyundertookactivitytosupportbusinessdevelopmentinthe creativeindustries,withoneprojectleveragingadditionaleuropeanfundsthatdoubledthe originalinvestmentprovidedvialtukfunding.thisisthecaseforigniting(ambition 8 intheeast Midlands,whichleveraged 428,200(fromtheEuropeanRegionalDevelopmentFund Competitivenessprogrammetoaugment 642,300ofLegacyTrustUKfunding. 9 5 Tate(MoviewasaUK?widefilmprojectinvolvingthousandsof5to11year?oldchildrenintheproductionofa newdigitalfilm. 6 Speed(of(Light(wasalargescalepublicartinterventiondescribedasa masschoreographedactofwalkingand endurancerunning (ICC/DHAProjectSurveyandinvolvinghundredsofrunnerswearingspeciallydesigned lightsuitsandperformingnightlyatdifferentlocationswithinarthur sseat;connecting(lightwasanart installationinvolvinghundredsofballoonsledbyinternalledlightsandspanningthelengthofhadrian swall. Thelightsrespondedtomessagessentviadigitalmediabyaudiencesonsiteoracrosstheglobe. 7 AsdefinedbyDCMS2011Creative(Industries(Mapping(Document 8 Igniting(AmbitionwastheCulturalOlympiadregionalprogrammefortheEastMidlandsandwasfundedby thelegacytrustuktodevelopacreativeinnovationbusinesssupportstrandaimedatgrowingcreative industriesintheregionbetween2009and FocusConsultants2012Evaluation(of(Creative(InnovationProgramme.(

13 ExecutiveSummary13 The%media%were%consistently%positive%about%the%quality%of%the%cultural%offer,%particularly%in%2012,% and%sector%peers%highlighted%significant%elements%of%the%programme%as% best%of %the%entire%2012%uk% cultural%offer.%in%2012%alone:% % 50%per%cent%ofUKnationalpresscriticswerepositiveabouttheculturalprogrammeandless than4percentnegative.storiesintheregionalpresswere70percentpositiveaboutthequality ofprogramming. 10 Internationalmediafrommorethan38%countriesofferedcoverageofLondon2012Festival events,withaparticularemphasisonlarge?scaleoutdoorspectaculars,massparticipationevents coincidingwiththestartofthegames,andeventsiniconiclocations. 11 TheLondon2012Festivalsecured165BBCbroadcasthours. Theprogramme sonlinepresencewassignificant,particularlyviasocialmedia.theofficial London2012Festivalwebsitealoneattracted2.2millionhits,whiletheFestivaltwittertag becameagatewayfortheculturalsectortopromoteitself,withover500culturalorganisations madevisibleinthiscontext. Bytheendof2012,arangeofCulturalOlympiadeventswerehighlightedaspartofcritics best of2012 picksacrossartforms.theeventgatheringthehighestvolumeofpraisewasthe TanztheaterWuppertal spinabauschworld(cities(2012month?longseasonofinternational contemporarydanceco?productionspresentedbysadler swellsandthebarbican. 12 London2012Festivalactivitysecuredanumberofnationalawards,includingthreeBAFTASand aseriesoftheatreawards. % 10 ICC/UniversityofLiverpoolUK(National(&(Regional(Press(Content(Analysis(2003? LOCOGInternational(Press(Clippings(June?September Source:ICC/UniversityofLiverpoolUK(National(&(Regional(Press(Content(Analysis(December2012

14 ExecutiveSummary14 2. Engaging%audiences%and%communities% ThediversityandgeographicreachoftheCulturalOlympiadandLondon2012Festivalwas significant,andthisresultedinextensivenationalpublicoutreachandengagement.thevolumeof engagementwasalsosubstantialacrosstheprogramme;itwasdiverse,bothintermsof demographicsandintermsofthetypesofexperiencesavailableforthepublic.thisreflecteda programmewithawiderangeofactivities,somespecificallytargetedatparticulargroups,and othersthataimedtoengageaswidelyaspossibleacrossthepopulation. Public%engagement%over%the%period%of%the%Cultural%Olympiad,%across%audiences,%visitors,% participants%and%volunteers,%is%estimated%at43.4%million. 13 % Withinthis,attendancesandvisitsaccountedfor37.4million,with32.5millionofthisfigure beingforfreeeventsandactivities millionparticipantsand45,597volunteerscontributed totheculturalolympiad.intotal,38.5millionofthetotalpublicengagementwasfree(either throughfreeattendancesandvisits,participationorvolunteering. 15 Public%Engagement%across%the%Cultural%Olympiad% London2012Festival Non?Festival Total% Attendancesandvisits?paid 4,765, ,031 4,925,962 Attendancesandvisits?free 11,303,193 21,211,396 32,514,589 Participants 4,123,953 1,801,961 5,925,914 Volunteers 12,208 33,389 45,597 Total&free&public&engagement& (attendances(and(visits(y(free,( participants(and(volunteers& 15,439,354& 23,046,746& 38,486,100& Total%public%engagement% 20,205,285% 23,206,777% 43,412,062% Source:(ICC/DHA(Project(Survey(&(LOCOG(Audience(Data( *ParticipantsintheFestivalincludeanestimated2.9millionpeoplewhoparticipated inno(1197:(all(the(bells(in(a(country(rung(as(quickly(and(loudly(as(possible(for(three( minutesbymartincreed,onthemorningoftheolympicgamesopeningceremony (27 th July2012,and890,120participantsinStoryLab( (Summer(Reading(Challenge. Therewasalsoadditionalengagementthroughviewingofbroadcasts,%online%viewings%and%hits%of 204.4million.%Ofthese,%139millionwereforLondon2012Festivalactivity Engagement%through%broadcasts%and%online% London2012Festival Non?Festival Total Broadcast 125,064,718 46,390, ,455,637 Online 15,078,109 17,882,627 32,960, ,142,827% 64,273,546% 204,416,373% Source:(ICC/DHA(Project(Survey(&(LOCOG(Audience(Data( 13 ThesefiguresarenotabletofullyrepresenttherangeofpublicengagementinOpenWeekendsandInspireprojectsas dataisnotavailable.thus,theoverallengagementintheculturalolympiadislikelytohavebeenhigher. 14 Thetermattendancesandvisitsisusedheretoreflectthefactthatindividualsmayhaveattendedorvisitedmultiple activitiesandeventsthroughoutthefouryearsoftheculturalolympiad. 15 Source:ProjectSurveyandLOCOG

15 ExecutiveSummary15 Theprogrammeengagedaudiencesinnationwideactivities,aswellasmulti?regional programmes,andactivitieswhichfocusedregionally,sub?regionallyandlocally.acrosstheuk, someaudiencesengagedinactivitywithintheirimmediate%locale,andothersbytravelling significant%distances. Projectstargetedandengagedwithdifferentkindsofaudiences.Thedemographicofthegeneral audienceshowspositiveengagementacrossthepopulation,includingyoung%people,%disabled% people%and%those%from%ethnic%minorities.individualprojectsshowparticularsuccessintargeting specificgroupsfromacrossthepopulation. Findbelowasummarytableexemplifyingthesefindingsagainstfourdistinctprojects. Mandala% Mittwoch&aus&Licht%% freeeventatbirminghamtownhallandnottingham WorldPremiereofthefinaloperaofStockhausen s CouncilHouse,usingilluminations,3Dprojectsand cyclelicht,(stagedbybirminghamoperacompanyat internationalandbritishasianmusicanddance. adisusedfactory. Ayoungaudience,with55%under35,and 25%under25 29%ofaudienceswerenon?White,witha significantaudiencesfromindianand Pakistanicommunities Alocalaudience,with96%basedinthe regioninwhichtheeventtookplace,and 57%withina15?minutedrivetime. Astrongsensethat eventslikethishelpthe localcommunitytocometogether,with 92%agreeingthatthiswasthecase 62%feltthatthelocalnatureoftheevent wasimportant,and60%feltthatthefree natureoftheeventwasimportantin encouragingthemtoattend. ( Piccadilly&Circus&Circus& pop?up,openaccess,free,site?specificeventwith promenadecircusfeaturingartistsfrommajor internationalcontemporarycircuscompanies,taking placeinpiccadillycircusandsurroundingstreets whichwereclosedfortheday.( Ayoungaudience,with70%under35,and 39%under25.( 31%ofaudienceswerenon?White,with significantaudiencesfromblackafricanand BlackCaribbeancommunities.( Anaudiencewhichreflectedtheprominent Londonlocation,with15%comingfrom outsidetheuk,and15%fromwithintheuk, butoutsidelondon.( 12%ofaudienceshadnotengagedincultural activityinthelastyear,andafurther27% hadonlydonesoonceortwice.( 78%ofaudiencessaidthattheexperience hadmadethemmorelikelytoattend anotherculturaleventinthefuture.( ( Source:(Nielsen/(LOCOG(London(2012(Festival(Audiences(Survey( ( 56%ofaudiencescamefromoutsidethe regionhostingtheevent,halfofwhomcame fromlondon,and11.5%fromoutsidethe UK. 51%ofaudiencestravelledformorethan twohourstoattendtheevent. Audienceswereregularculturalconsumers, with48%watchingorparticipatingin culturalactivitiesatleastonceaweekand 98%havingattendedaneventsimilarto Mittwoch(aus(Lichtbefore. 88%ofaudiencesratedtheeventasbetter ormuchbetterthanexpected.( The&Big&Concert% GustavoDudamelandtheSimónBolivarSymphony OrchestraofVenezuelaperformedoutdoorsat StirlingCastle,neartheareaofRaplochwheretheEl Sistema?inspiredBigNoiseprojectisbased. ( 55%ofaudienceswereinagroupof3or more,and21%inagroupofmorethan7. 35%ofgroupsincludedchildrenaged between5and16. Alocalaudience,with96%basedinthe regioninwhichtheeventtookplace,and 64%withina30?minutedrivetime. 93%ofaudiencessaidthattheeventwas newordifferentfortheirarea. Astrongsensethat eventslikethishelpthe localcommunitytocometogether,with 97%agreeingthatthiswasthecase. 6%ofaudienceshadnotengagedincultural activityinthelastyear,andafurther24% hadonlydonesoonceortwice. (

16 ExecutiveSummary16 AudiencesreportedverypositiveexperiencesofactivitiesintheCulturalOlympiad,withalmost 80%per%cent%of%audiences%saying%that%the%event%exceeded%their%expectations.Audienceswere positiveaboutboththecreativeelementsofevents thequality,atmosphereand entertainmentofthem andthepracticalelementsofevents,includingorganisation. Thebenefits%of%engaging%with%different%types%of%activitiesforthepublicincludeseeingnew kindsofevents,comingtogetherasacommunitytoshare once?in?a?lifetime experiences, engaginginnewkindsofactivities,bringingingroupswhomightnotnormallyengage,and raisingthepositiveprofileofparticulargroupswithinthepopulation.inlinewiththis,therehas beenarangeofpositive%media%coverage%and%profile%relating%to%engagementopportunities withintheculturalolympiad. Workwhichtargetedspecificgroupsshowedsignificantsuccess.Activities%engaging%young% peoplewereparticularlystrongacrosstheculturalolympiad,andsupportedyoungpeopleto developtheircreativity,co?produceactivity,engageinprojectswithaninternationalprofile, interactwithdigitaltechnologiesanddeveloptheirleadership.work%with%disabled%artists%and% disabled%participantswasalsoparticularlystrong,notonlyinengagingdisabledpeoplein positiveactivities,butalsoinhelpingtochangetheperceptionsofdisabledartandartists, potentiallychangingfutureaudiencebehaviours. Activities%gained%audiences%that%were%both%familiar%with%and%new%to%the%type%of%activity%being% presented,andseveralvenueswereabletoreportaudiencesthatwerenewtothem.thereis alsoevidenceofengagementbythosewhodonotfrequentlytakepartinanykindofformalised artsandculturalactivity. 58%per%centofrespondentstotheLondon2012AudienceSurveysaidthattheirexperienceata London2012Festivaleventhadmadethemmore%likely%to%attend%another%cultural%event.More generally,therewerearangeofpositivefindingsaboutthelikelihoodofaudiencesengagingin similaractivityinthefuture. Arangeofdataindicatesthatthe%Games%has%had%a%positive%impact%in%motivating%people%to% engage%in%culture.inthestateofthenationsurveyforseptember2012,35percentofuk respondentsagreedthat morepeople willtakepartinculturalactivitiesduetothegames. Whenreflectinguponpersonalmotivationinthesamesurvey,12percentagreedthattheywere motivatedtotakepartmore,and11percentagreedthattheyweremotivatedtotryanewor differentculturalactivity.datafromthetakingpartsurveyfortheyearuptoseptember2012 showsthat5.2percentofthosewhoalreadyparticipateinartsandculturalactivitiesfelt motivatedtodomoreculturalactivitiesbecauseofthegames.asmoredataemerges,itwillbe interestingtoseeifthistranslatesintonewormorefrequentaudiencesandparticipantsforarts andculturalactivitiesinthefuture. 16 % 16 ThedifferencesinresponsestopersonalmotivationbetweentheStateoftheNationsurveyandTakingPartmayrelate to:methodologicaldifferencesbetweenthetwosurveys,withstateofthenationpotentiallyresultinginsome overstatementaspartofasurveywithsignificantemphasisonthegames,andunderstatementintakingpart,reflecting thelimitedawarenessamongstsomegroupsofthepopulationabouttheculturalolympiad.inaddition,thestateofthe NationsurveydatacomesspecificallyfromSeptember2012,whereasTakingPartprovidesdataacrosstheyearleadingup toandincludingseptember2012.month?by?monthdataforthisquestionintakingpartshowsasignificantriseforthe AugustandSeptember2012,butcannotyetbestatedgiventhewayinwhichthesampleforTakingPartisconstructed requiringarollingyearinwhichtobeproperlyrepresentativeofthepopulation.

17 ExecutiveSummary17 3. Developing%tourism% AcrosstheCulturalOlympiad,programmingandpartnershipapproachesencouragedengagement withdomesticandinternationaltourists.widertourismimpactswerealsoachievedthroughthe raisedprofilegiventotheukculturalsectorandthenewopportunitiestoshowcaseactivities, venuesandplacestobothinternationalvisitorsandthepeopleoftheuk. Anestimated126,000overseasvisitorsengagedwiththeLondon2012FestivalintheperiodJuly September2012,andforsomevisitorsmotivatedtocometotheUKprimarilybecauseofthe Games,thiswastheonlydirectengagementwhichtheyhadwithOlympicorParalympicrelated activity. 17 InternationaltouristsengagingwiththeGames,includingthoseengagingwiththe CulturalOlympiad,hadasignificantlyhigherspendpervisitthattheaverageoverseasvisitor. EvidenceofdomestictourismrelatingtoactivityintheCulturalOlympiadisstrong,andsome activitieswereparticularlyabletodrivenewdomestictourism,encouragingvisitorstotravelto engagewithnewlocations,venuesandorganisations.atotalof1.6million%domestic%visits(day andovernightareestimatedtohaveinvolvedengagementwiththeculturalolympiadduring theperiodjuly September Thisaccountsforintheregionof13%ofalldomesticvisits involvedactivityintheolympicsandparalympicsinthisperiod.aswithinternationaltourism, visitsassociatedwithgamesactivityshowasignificantlyhigherspendpervisitthanthosefor averagedayandovernightdomestictourists. DomestictourismduringtheCulturalOlympiadtookplaceagainstacontextofincreasedtourism intheperiodjuly September2012,comparedtothesameperiodinthepreviousyear.8per centofbritishpeopleattendedaticketedeventduringtheolympicsand3percentafree event milliondayvisitsand1.1milliondomesticovernightvisitsintheperiodJuly September2012includedattendingsometypeofactivityintheOlympicorParalympicGames. 20 Thereisevidenceofbothsustained%tourism%development%from%multiRyear%activity,with festivalsandvenuesestablishingprofileovertime,as%well%as%significant%oneroff%activitieswhich encourageddifferenttypesofvisitors,ornewperspectivesonexistingtourismattractions. OutdoorattractionssuchasStonehenge,Hadrian swall,arthur sseatinedinburghandthe Giant scausewaywerethelocationforsignificantcommissions.venuessuchastatemodern, thebritishmuseumandthenationalportraitgalleryhostedmajorexhibitionsandevents. LocationslikeIronbridgeGorgeandtheLakeDistrictworkedtoestablishtheirprofilewith touristsforculturalactivityovermultipleyears. Intermsofdirectengagementwithtouristsduring2012,theyearhasbeenviewedfirstand foremostasa domesticvisitorsuccess.inaddition,ithasbeenanunprecedentedopportunity toshowcasebritain sculturalassets(intermsofscaleandbreadth,withsignificantdomestic andinternationalmarketingcampaignsin2011and2012buildingawarenessamongstpotential touristsinthefuture,andworkingtowardsagovernmenttargettosecure4.6millionadditional visitstobritainoverfouryearsfrom2011. TheUK soverallratinginthenationsbrandindexwentuponeplaceinautumn2012,and reflectssignificantincreasesintheratingoftheuk ssportingexcellence,naturalbeautyand hospitalitytovisitors. 21 Theopportunitytobuilduponthispositiveprofileandengagementof domesticandinternationaltouristsintheculturalolympiadwassignificant,particularlyinthe contextofvisitbritain sworktoraisetheprofileofculturemoregenerally,throughthegreat campaign,andthenewpartnershipbetweenartscouncilenglandandvisitengland. 17 InternationalPassengerSurvey 18 GreatBritainDayVisitsSurvey,VisitEngland;GreatBritainTourismSurvey,VisitEngland. 19 VisitEngland(2012,Domestic(Trip(Tracker(August( GreatBritainDayVisitsSurvey,VisitEngland;GreatBritainTourismSurvey,VisitEngland. 21 Foresight111,VisitBritain.

18 ExecutiveSummary18 4. Governance%and%partnership%approach%% The%governance%for%the%Cultural%Olympiad%relied%on%a%complex%partnership%model,%involving%the% most%sophisticated%nationwide%funding%and%partnership%development%of%any%games,%as%well%as% distinct%leadership%from%a%dedicated%board,%with%support%from%core%games%stakeholders.% Model:Thegovernancemodelevolvedfrom2008onwards.Initially,theLondonOrganising CommitteefortheGames(LOCOGservicedanadvisorycommitteechairedbyJudeKelly,Artistic DirectoroftheSouthBankCentre.In2010,LOCOG,theDepartmentforCulture,Mediaand Sport(DCMSandtheMayorofLondon sofficecreatedanewculturalolympiadboard,chaired bytonyhall(thenchiefexecutiveoftheroyaloperahousewithmembershipfromleadersof majorculturalinstitutionsincludingthebbcandthemajorfundersoftheculturalolympiad. TonyHallrepresentedcultureonthemainLOCOGBoardandtheCulturalOlympiadBoard becameaformalcommitteeoflocogin2011,thusembeddingcultureintothegovernance structureofthegames. Dedicated%team%and%UKRwide%networks:LOCOGalsoappointedasmallcultureteam,andDCMS, ArtsCouncilEngland,CreativeScotland,ArtsCouncilNorthernIreland,ArtsCouncilWalesand LOCOGfunded13creativeprogrammerslocatedineachregionandnation.Thisnetworkwas valuedforitsdistinctcontributiontobuildinguplocalrelationshipsaswellassomeinter? regionalcollaborations.theartscouncils,britishcouncilandotherfundersalsocreatedsmall teamstoworkontheculturalolympiad,asdidthebbc. Management:from%open%source%to%curation:IntheearlystagesoftheCulturalOlympiad, diverseteamscreateddiverseopportunitiesforculturalandcommunityorganisations,though arguablythelackofasinglemanagementstructureimpededthedevelopmentanddeliveryofa singlevision.whilstthiscouldbeconsideredastrengthforthegrassrootsandcommunity?led programmesoftheculturalolympiad,itimpairedtheabilityofthepublictounderstandtherole oftheculturalolympiad.thisledtothecreationofthecuratedlondon2012festival,which promisedasinglevisionandclearidentity. The%funding%base%for%the%Cultural%Olympiad%was%also%both%broad%and%complex,%relying%on%a%wide% range%of%sources%and%evolving%over%time.%the%final%mix%of%funding%reflects%strong%relationships%with% public%sector%funders%and%demonstrates%that%these%were%deployed%in%order%to%maximise%further%cor funding%from%other%public%and%private%sector%sources.% Cultural%Olympiad%Income%by%Distributor%and%Expenditure%by%area% Income%by%distributor% % Expenditure%by%area% LOCOG% 33,795,041 ACE% 36,362,949 LTUK% 35,702,327 GLA% 4,618,000 Overheads,%staffing%and% resources% 9,439,623 Marketing%and% communications% 4,428,926 CoRfunding% 16,141,221 Programme% 112,750,989 % %%%%%126,619,538%% % % %%%%%126,619,538% ( Source:(LOCOG,(Arts(Council(England(and(LTUK(

19 ExecutiveSummary19 Thetotalbudgetacrossthefour?yearCulturalOlympiadwas 126.6m.Itcamefromadiverse rangeofsourcesandwasmainlydistributedbylocog,artscouncilenglandandlegacytrust UK,withasmallerproportiondeliveredviatheGreaterLondonAuthority.NationalLotteryand publicfundingwasmadeavailabletoculturalolympiadprojectsthroughartscouncilengland, LegacyTrustUK,theOlympicLotteryDistributorandDCMS. CoRfunders:Inaddition,alargenumberoforganisationswereinvolvedasco?fundersand providedfundsdirectlytoprojects.olympicsponsorsbtandbpbecamepremierpartnersofthe CulturalOlympiad,andPanasonic,Samsung,Freshfields,BMWandEurostarbecameOlympic Sponsorsupporters,alongsideotherpublicsectorpartnerssuchastheBritishCouncil,arts councilsinscotland,wales,northernireland,andbodiespromotingtourism.funderssupported projectsdirectlyinsomeinstances,ratherthanroutingfundingvialocog;andthecultural partnerswereinmanycasesabletosecurefundingfromnon?olympicsponsorsaswellaslocal government,publicfundingbodies,charitablefoundationsandindividualdonors. Challenges:Thediversityoffundingsourcesisgenerallyconsideredastrengthforthe developmentofaculturalprogramme.however,thelackofadedicatedcentralbudgetmeant thatfunderconditionswerenotalwaysalignedwiththeculturalolympiadcorevisionandthat, inmanyinstances,eachnewidearequireddedicatedfundraisingandfundingapplications.a significantring?fencedbudgetdeliveredthroughlocogwouldhaveallowedthedirectortoplan andcommissionworkmoreswiftlyandconfidently. The%Cultural%Olympiad%governance%and%funding%base%created%a%wealth%of%opportunity%for% partnerships%within%the%cultural%sector%and%across%sectors,%within%respective%regions%and%nations%as% well%as%ukrwide%and%with%international%partners.%% % 62percentofprojectsindicatedthattheysecurednewpartners,amountingto10,940new partnershipsbeingformed. 29percentofprojectsinvolvednewpartnersfromdifferentartformsandacrossothersectors, notably,education,creativeindustriesandlocalauthorities.further,50percentofprojects indicatedthatakeybenefitofbeingpartoftheculturalolympiadwastheopportunitytowork withpartnerstheywouldnotnormallyworkwith. Businessorganisationsaccountedforthemajorityofnewpartners(31percent,followedbyarts organisations(26percentandeducationalorganisations(11percent. 61percentofdeliverypartnersindicatedthatthesepartnershipswillcontinuebeyond2012. Therewasanexplicitemphasison handover activity,resultinginsignificantpartnershipswith thehostsoffutureone?offukevents(derry?londonderry2013,glasgow2014,aswellasfuture Gameshosts(inparticular,Rio2016.

20 ExecutiveSummary20 5. Placing%culture%at%the%heart%of%the%Games% Putting cultureattheheartofthegames wasafeatureofthelondon2012culturalolympiad s strategysincethebidstageandwaswidelyconsideredtohavebeenadistinctdimensionof London s2012uniqueoffer.thischapterarticulatesthesupportforlondon sclaimtohave succeededinthisambition,whilstalsoexaminingthechallengesthestakeholdersinthehostcity facedinachievingthis. Delivering%culture%at%the%heart%of%the%Games:%This%aspiration%was%successfully%met%mainly%thanks%to% the%consistent%adherence%to%a%series%of%core%narrative%priorities%which%translated%into%actual%artistic% programming%decisions;%the%exploration%of%innovative%branding%approaches;%the%involvement%of% partners%with%a%vested%interest%in%the%games%at%large;%and%investment%into%nationwide% infrastructures%to%make%the%cultural%olympiad%an%effective%platform%for%people%to%feel%part%of%the% Games%experience,%beyond%London%and%ticketed%sporting%arenas. A%vision%and%narrative%focused%on%inclusion%and%excellence:TheCulturalOlympiadexploreda varietyofcuratorialapproachestoreachouttoasmanydifferentaudiencesaspossible.it combinedafour?yearlead?upprogrammeusinganopensourceapproachtoprogrammingwhich involvedmanygrassrootsorganisationsbeyondtheartsworld,andculminatedwitha12?week London2012Festivalfocusedonartisticexcellenceandworld?classacts. Exploring%Olympic%and%Paralympic%inspired%themes:%Theoriginalbidproposalpromisedafocus oninspiringyoungpeopleandinternationalismandthesevalueswereretainedthroughoutand wereexploredbythemajorityofculturalolympiadprojects.additionalvaluesexploredin significantnewwaysbypartnersacrosstheukwerebringingtogethercultureandsport, breakingtheboundariesbetweenabilityanddisability,andusingcultureandsporttoadvance peace. Integrated%branding%strategy:%TheCulturalOlympiadpioneeredanhistoric,sophisticated brandingstrategytomaximiseopportunitiesforculturalorganisationstoassociatetheir programmeswiththeolympicandparalympicgames.equally,itensuredtheprotectionof commercialsponsorsbycreatingdistinctmarks(pictogramsfortheinspireprogrammeand London2012Festival,whichwerebasedonthedesignintegrityoftheLondon2012emblem. Further,thevisualmarksassociatedwiththeCulturalOlympiadappliedequallytotheOlympic andparalympicgamesandtheprogrammewaspresentedasasingleentityacrossbothgames. Positioning%culture%within%core%Games%operations:TheCultureteamwasmovedfromits originallocationwithintheculture,ceremoniesandeducationdivisionintothebrandand Marketingdivision.WhilethismovemayhavecontributedtolesserlinkswithotherGames withinthisdivision(e.g.livesites,torchrelayandeducation,itassistedadvancingkey communicationinnovations,fromtheinnovativebrandingapproach,includingaclearpresence withinthegamestimecity?dressing(lookofthegamesprogramme,toacentralplacement withinthelondon2012mainpublicengagementprogramme,joinin.therecognitionofthe CulturalOlympiadBoardasanofficialcommitteeofLOCOGandtheappointmentofrespected culturalspecialiststotheteamgaveadditionalcredibilitytotheprogramme.% % Collaboration%and%partnership:%TheCulturalOlympiaddrewinspirationfromawidenetworkof partners,manyofwhichwerecentraltothedeliveryofthegamesatlargeandhadavested interestinensuringthattheculturalprogrammewasstronglyassociatedwiththerestoflondon 2012activity.TheappointmentoftwoLondon2012domesticcorporatesponsorsasPremier Partners,thecreationofaCulturalOlympiadBoardincludingtheofficialOlympicbroadcaster, andthegrowingrelationshipwiththedepartmentforculture,mediaandsport(dcmsandthe GreaterLondonAuthority(GLApositionedtheculturalprogrammeascentraltothebroader Gamesexperience.

21 ExecutiveSummary21 A%truly%national%programme:Theappointmentof13CreativeProgrammers,andthe developmentofdedicatednationwidefundingschemessuchasthosedevelopedbythelegacy TrustUKandtheOlympicLotteryDistributorfacilitatedthepresenceandpositioningofthe Gamesculturalprogrammeineverynationandregionandcontributedtotheperceptionthat communitiescouldjoininthegamesexperiencebeyondlondonandbeyondsportingarenas. Impact%on%opinion%formers:%The%Cultural%Olympiad%attracted%a%significant%volume%of%positive% national%and%regional%media%coverage,%substantial%international%coverage,%and%secured%an% extensive%online%presence.%most%of%this%coverage%focused%on%the%quality%of%its%cultural%programme% and%its%capacity%to%engage%people. % TheUKnationalpressexpressedconcernaboutthepurposeandvisionbehindtheCultural Olympiadintheearlyyears,butwasconsistentlypositiveabouttheLondon2012Festivaland valuedtheexistenceofanofficialgamesculturalprogramme.theregionalpresswasalways positiveabouttheaspirationsoftheculturalolympiad. Evidenceofmediacoveragehighlightingtherelationshipbetweentheculturalprogrammeand thegamesandtheaddedvalueprovidedbytheculturalprogrammetothegamesexperience wasapparentwithintheukpress,inparticular,withinregionalpapers.in2012,67percentof nationalarticlesmentioningtheculturalolympiadmadethisreferencesignificanttothestory, andthiswasthecasefor75percentofregionalstoriessince2008.further,30percentof nationalstoriesontheculturalolympiadreferredtotheolympicgamesorboththeolympic andparalympicgames.finally,15.5percentofstoriesontheculturalolympiadappearedasa newsitemand8percent%withinthesportpages,whichisevidenceoftheprogrammemaking somecontributiontothegamesmainstreamnarrative,beyondtheartspages. TheCulturalOlympiadand,particularly,theLondon2012Festivalmadeeffectiveuseofonline andsocialmediaplatforms.duringtheolympicfortnight,festivalwebsitepageviewsreacheda peakaverageof500,000amonth(30percenthigherthanpreviousmonths,thusshowingthe addedvalueofthegameslink. Impact%on%the%public%and%delivery%partners% Public%awareness%and%Games%relevance:Thescaleofpublic%awarenessoftheCulturalOlympiad wasremarkable,peakingat29percentoftheukpopulationand40percentoflondonersin 2012.PeopletendedtoagreethattheCulturalOlympiadwasarelevantdimensionofthe Games,withover70percentofsurveyedLondon2012Festivalaudiencesindicatingthattheir experiencepositivelyinfluencedtheiroverallgamesexperience,and66percentagreeingthat beingpartofthelondon2012festivalinthecontextofthegameswasa once?in?a?lifetime experience. Added%value%for%the%UK%cultural%sector:Themajorityofprogrammedeliverypartnersand contributingartistsconsideredthegamesconnectionrelevantandsawaddedvalueinbeing partoftheculturalolympiad.%key%additionalbenefitsofsuchassociationweredescribedas feelingpartofabiggernationalcelebration,attracting

22 ExecutiveSummary22 6. Conclusions% SixmonthsaftertheendofLondon2012,thefirstLondon2012CulturalOlympiadlegaciesare alreadyapparentandrangefrombenefitsforfuturegameshoststobenefitsforcultural stakeholdersacrosstheuk snationsandregions.theculturalolympiad soperationaland programmingframeworkhasinformedtheplanninganddeliveryofolympicandparalympiccultural programmesinsochi2014andrio2016.inparticular,theculturalolympiad sextensive collaborationswithartistsfromrioandbrazilhaveforegroundedsomeimportantcultural dimensionsoftherio2016programme,whilelondon2012festivalpartnershavealsoco? commissionedartistswithothermajorevents culturalprogrammes,suchasderry~londonderry 2013UKCityofCultureandtheGlasgow2014CommonwealthGames. FortheUKculturalsector,theevidencetodateindicatesthattheUKpopulationweremotivatedto extendtheirengagementincultureasaresultoftheirlondon2012experiences.thismotivation washigherforpeoplethattookpartintheculturalolympiadandthelondon2012festival.the CulturalOlympiadandpost?OlympiadactivityalsoraisedtheprofileoftheUK sculturaloffer nationallyandinternationallyandhelpedre?imagineiconiclocationsacrossthecountry,thus creatingopportunitiestoreachnewtouristmarketsinyearstocome.furthermore,overhalfof projectsandnewpartnershipsestablishedduringtheculturalolympiadwillcontinue,providinga solidfoundationonwhichtocapitaliseontheachievementsthusfar. ItisstillearlytofullyappreciatethesignificanceoftheCulturalOlympiadlegacyforthebroadUK andinternationalculturalsector.however,theimpactofthisexperienceasafarreachingcultural frameworkfortheolympicandparalympicgameshasbeenremarkableanditisalreadypossibleto highlightkeydimensionsthatcanshapefuturegameshostingprocessesandthinkingaroundwhat culturalprogrammingcandofortheolympicandparalympicmovements Immediate%legacies%for%the%Olympic%and%Paralympic%movements%%% TheLondon2012CulturalOlympiaddeliveredanambitiouscommissioningprogrammeforworld classartists,developedandproducedinpartnershipwithukculturalorganisationsandinternational partnersinthelargestcuratedukwidefestivalinthehistoryofthecountry.italsocreatedanopen sourceparticipationandskillsdevelopmentprogrammeinvolvingallukregionsandnations,which providesausefulmodelforcreativeprogrammestocontinueengagingcommunitiesandyoung people,aswellassettingmulti?sectorandmulti?regionpartnerships.thishasraisedthebarfor futureculturalolympiadsaswellascultureintheuk. FromanOlympicandParalympicGamespointofview,someofthemostinnovativepracticesthat weretestedandsuccessfullydeliveredbylondon2012includeamoreflexiblebrandingframework forculturalpartnersandcomprehensivenationwidefundinganddeliverymechanisms.onthefirst point,thecreationoftheinspire(andlondon2012festivalmarksenabledawiderangeof organisationstoassociatewithlondon2012withoutcreatingconflictwiththeinterestsofthe Games commercialpartners,andthisexpandedconsiderablytheopportunitiesforinclusionof diverseactivities,particularly(inthecaseofinspireatgrassrootslevel.onthesecondpoint,the establishmentofauk?widenetworkofcreativeprogrammerswiththebackingoflongestablished nationalandregionalstakeholders,promotedlocaldesign,ownership,andtheon?goinglocal presenceofatrustedchampionfortheculturalolympiad,whichwasacrucialvehiclefordelivering auk?widegamesexperience.thecreationofaculturalolympiadboard,whichbecameanofficial committeeofthelocogboard,andthedirectinvolvementofkeyculturalleaders,gamessponsors andtheofficialbroadcastersisalsoavitallessonforfuturehosts.