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Images supplied courtesy of East Riding of Yorkshire Council, Hull CityImage, North East Lincolnshire Council, The Northern Academy of Performing Arts.
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JUNE 2006
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This document created on behalf of Humber

Culture (the Humber Cultural Forum) illustrates
how the cultural sector plays a valuable role in
contributing towards improving economic, social
and environmental outcomes in the Hull &
Humber Ports City Region.

In this document the word ‘culture’ is used as

an overarching term encompassing Arts; Creative Of course the sector can achieve more than just
Industries; Heritage; Museums, Libraries and direct economic outcomes, addressing economic
Archives; Sport and Tourism. The definition of wellbeing in a number of related ways. It can:
the cultural industries is that laid down by the
Department of Culture, Media & Sport (DCMS) • Use cultural activities to build community
and has seven sub sectors: audio visual, visual cohesion by engaging those at risk of
arts, performance arts, books & press, heritage, disaffection.
sport and tourism whilst the Creative Industries • Provide routes into employment and training
covers four of these sub sectors namely visual for hard to reach groups. For example the KC
arts, performance arts, audio visual and books Stadium incorporates a Learning Zone which
& press. provides a range of learning opportunities for
the local community.
With further investment the Humber City Region • Tackle social challenges such as low self
can capitalise on its cultural assets including esteem and confidence allowing participants
diverse townscapes and landscapes, wide open to develop transferable skills such as team
spaces, miles of coastline and distinctive working, customer care and leadership.
population. There are over 5,000 business and • Use sports, media and theatre projects to
38,000 employees in the Humber’s cultural
Culture creating economic growth sector, worth some £0.7bn (not counting the
potentially reduce the chances of young
people slipping into lives of crime.
impact of festivals and volunteers). Given that • Provide an effective route for disadvantaged
The Cultural Sector makes a real contribution to
this sector is predicted to grow to over a £1 billion and disengaged people to re-engage with
the economy of the City Region. A number of the
by 2010, its potential in terms of employment their communities through volunteering.
sub-sectors of the cultural sector, primarily those
and output cannot be ignored as a valuable • Promote increased participation in sport
within the Creative Industries, are characterised by
contributor to economic growth. and physical activity to develop healthy
a highly skilled and educated workforce. Overall the
cultural sector in Humber (and generally across the communities and reduce health inequalities.
Left Continued investment in this sector is important
whole of the UK) employ significantly more people The City Region is home to some
for both the economy and the environment, as
in higher skilled occupations than other industries, of the most innovative theatre and
“Cultural investment provides
dance projects in the country. well as building social capital. The Humber
57.8% are employed in the top 3 occupation types in
the Hull and Humber Ports City Region (managers Below
needs to attract more visitors by building on its dividends in terms of physical and
The £12m regeneration of successes to date. This will require investing in economic renewal… and makes
& senior officials, professional occupations,
Bridlington Spa is now underway. the overall cultural offer of activities, amenities
associate professional & technical) compared real improvements in the quality
and facilities - significant attractors in terms
to the English average across all sectors of 35%. Below Right
Beverley Minster, completed in of jobs, businesses, tourism and investment. of life for people.”
• There are over 5,000 business and 38,000
1425, also provides services to Tessa Jowell, Secretary of State for Culture,
the local community.
employees employed in the cultural sector Media and Sport, Building Tomorrow:
in the Humber, this is worth some £0.7bn Culture in Regeneration Conference, 2003
to the City Region’s economy.
Culture is a fundamental part of the whole
• The cultural sector is a significant employer economic and social renaissance strategy to
in the Humber – employing about one in ten enhance growth and wealth across Yorkshire
of those in employment. and the Humber. Places which invest in culture
increase their capacity to retain and attract
• The Creative Industries employ over 19,500 jobs, businesses and investment. A critical
people in the City Region. mass and excellence in culture, creativity, digital
and new media are essential prerequisites
• In 2003 there were 5,014 cultural sector for a competitive City Region and act as key
workplaces in the Humber, an increase components in drawing investment, businesses
of 10.4% on the 1998 figure. and visitors.

• The Cultural Sector in the City Region is

predicted to grow to over a £1 billion by
2010 – it cannot be ignored as a valuable
contributor to economic growth.

• 18 attractions across the City Region saw

a 75% increase in the number of visitors
between 2000 and 2004.
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CAN CONTRIBUTE A number of key challenges have been identified

which are having a significant impact on the
performance of the City Region’s economy:

• Create and attract more highly skilled
jobs and improve the skills base of
current residents.

A wealth of activities and the vibrancy of an

area are essential for recruiting and retaining Wider Impacts

graduates and other highly skilled knowledge
workers. They also provide a friendly, safe The City Region faces significant social challenges
and relaxed route back into learning and resulting from years of economic deprivation.
employment for socially excluded and hard The low skills base, high levels of unemployment
to reach groups. and poor levels of health, as well as high levels
of crime and anti-social behaviour leads to


• Create and attract more businesses disengagement, dissatisfaction, low confidence
of a higher value. and poor self-esteem.

The creative, cultural and digital sectors The cultural sector plays an important role in
are recognised as key growth sectors for overcoming these social challenges. Arts and
the Humber City Region being a recognised sporting activities are highly effective methods
strength both in its digital and content cluster. of re-engaging young people and hard to reach
For example, the newly opened Ropewalk in target groups. They allow participants to develop
Barton is contributing to the development of transferable skills such as team working
a creative industries’ cluster in the area. and leadership, while encouraging positive
self-expression. Hull’s KC Stadium has been
• Enhance the area’s image and external involved in a range of community based activities
perception by improving the visitor and encouraging the local community to participate
cultural offerings. in sport, develop IT knowledge and improve basic
skills within the Learning Zone.
Market and coastal towns contribute to this
transformation, while making a highly valued In the East Riding and North East Lincolnshire,
contribution towards attracting investment. programmes including Summer Scorcher,
A recent survey of key business and political Exercise on Prescription, Positive Futures and
opinion formers undertaken for Hull, the capital Target Arts are making significant contributions
of the City Region, identified cultural and to improving physical and mental wellbeing in
entertainment amenities as key factors upon identified communities.
investment and locational decisions.
Cultural Diversity
The cultural strategy for North East
Left Lincolnshire notes that at the moment the Culture is a powerful tool to engage those
The Kingston Communications area is perceived as a cultural desert, this at risk of disaffection by building community
Stadium and associated community inaccurate perception affects recruitment
sports complex offers the City
cohesion. Cultural activities and amenities
Region state-of-the-art facilities into the area. provide opportunities for people to participate
for a wide range of sports. in their local neighbourhood, allowing individuals
• Improve the public realm in urban centres, and community groups to express and celebrate
The City Region’s stunning coastline rural areas and coastal towns. their cultural identities as well as providing
is a magnet for sports enthusiasts. opportunities for other communities to
Within the latest draft of the Regional Economic understand and learn from different traditions.
Strategy the importance of improving the ‘quality
Sport improving of place’ through enhancing and transforming Fostering community spirit through arts,
economic performance key cities, market towns and the rural economy museums, libraries and sport events provide
is explicitly made. Improving economic natural avenues for breaking down barriers and
Participation in sport plays a major role in performance leads to higher quality attractions, building a sense of pride and belonging within
improving the economic performance of the cultural quarters and business locations. Similarly communities. It is recognised by all partners
City Region by combating social exclusion, high quality cultural sector investment can act that a rich culture and confidence within a
improving health and wellbeing of the population as a catalyst for economic region is built on the diversity of communities.
and reducing the burden on the National Health renaissance, as witnessed With rich, culturally diverse and engaged
Service. A recent survey undertaken by Sport in many regenerated town communities comes an improved quality of
England shows that within the Humber only and city economies across life which in turn attracts both visitors and
25% of adults considered themselves to be the country and overseas. new homemakers to the area.
physically active and another has shown that Culture has been
91% of young women and 70% of young men embedded within a wide
are falling below the activity levels required for variety of regeneration
a fit and healthy lifestyle. Volunteering, of which schemes across the City
sport is a major driver, is also an effective route Region including the
for disadvantaged and disengaged people to ambitious Masterplan
re-engage with their communities, build self- for Hull city centre, and
confidence and progress to employment within regeneration programmes
the sporting and leisure sectors. in Grimsby, Scunthorpe,
Cleethorpes and
Participating in sport reduces the chances of Bridlington. As part of
young people slipping into lives of crime. the Renaissance Market
There is a reduced risk of a person re-offending Towns programme, plans
if they can be encouraged to participate in sport. are also being developed
for Isle of Axholme, Brigg,
Young men aged 17-25 are responsible for a Hornsea, Howdenshire
large proportion of all criminal activity and and Market Weighton.
anti-social behaviour, accounting for massive
amounts of police time and public money.

In tackling some of these social issues sport

makes a difference to social, cultural and
ultimately economic performance in Humber.
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CONTEXT DCMS estimate that the cultural sector

contributes 15% of GDP to the UK economy,
generating revenues of £140bn and provides
employment for 4.5 million people. Their current
policy priorities illustrate how the cultural sector
plays a major role in improving educational
attainment, developing community capital and
combating social exclusion. A delivery plan is
currently being developed following the Culture
at the Heart of Regeneration consultation. This
will highlight further that a distinctive identity,
strong heritage and rich traditions are key to
the successful regeneration of the area by
Humber Culture. It will ensure that cultural
investment remains a key priority and is fully
embedded within the urban renaissance and
market towns regeneration investments to
maximise impact across the City Region.

Central Government policy within the Department

for Communities and Local Government is
currently focused on narrowing the gap between
deprived neighbourhoods and the rest of the
country through a number of key strategies
and actions including Local Area Agreements,
Housing Market Renewal Pathfinders, Northern
Way and the Sustainable Communities agenda.
The Deep in Hull was designed by Strategic Context These all focus on delivering well connected,
Norman Foster and is one of the active and safe communities with access to a
City Region’s landmark buildings.
A wide range of policies influence the cultural range of quality services and facilities including
Below agenda and manifest themselves at a European, cultural, leisure, sport and community activities.
The Ross Tiger trawler at the
National Fishing Heritage Centre, national, regional, City Region and local level.
one of the regions maritime. This section illustrates the contribution that the Moving Forward: The Northern Way, launched
cultural sector is currently making to support in September 2004, outlined the three Northern
the wider economic, social, environmental and Regional Development Agencies and Government’s
regeneration agendas. proposals to bridge the £29bn (and growing)
productivity gap between the North and the rest
Wider Policies Influencing the Cultural Agenda of the UK. The vision is to establish the North
of England as an area of exceptional opportunity,
Substantial funds have been invested in combining a world class economy with a superb
improving the public realm and encouraging quality of life. A business plan was launched
renaissance in towns and cities across the UK. in June 2005 which outlines the investment
This includes the development of cultural priorities for the period 2005 – 2008. A
quarters, iconic attractions such as The Deep programme of Public Art is planned as part
and a variety of skills development and business of the Marketing the North to the World strand
support initiatives through EU Objective 1 with at least 5 high profile ‘Welcome to the
and Objective 2 programmes. Humber Culture North’ Public Art works that change perceptions
will seek to maximise these opportunities amongst visitors and investors. The City Region
through continuing to pursue funding both would be an ideal location for one of these art
nationally and at a European level. works, reaffirming its role as gateway to Europe.

The Global Gateway, the City Region Development

Plan (CRDP) for Hull and the Humber Ports
submitted to the Northern Way, aims to grow the
economy of the City Region through higher skilled
employment and securing high quality, vibrant
and sustainable neighbourhoods. The creative
industries are identified as a key cluster for
further development and investment in the CRDP.

The value of tourism Access to innovative learning

Tourism is recognised as having a strong role Museums, Libraries and Archives make an
in the regional economy. The Strategic Framework extensive contribution to learning and have placed
for the Visitor Economy sets out the guiding innovative methods at the heart of their remit.
principles for future tourism development where They contribute to improving the skills base and
Yorkshire & Humber is a leading edge region provide routes back into training and education.
with higher quality, greater innovation and
faster growth than the national average. This part of the cultural sector increases
the skills base of the City Region leading to
• The total value of tourism across the increased economic performance through
Humber is in excess of £757.7m higher employment rates.

• It is estimated that the sector supports • The peoples network is establishing ICT
15,320 FTE jobs in the Hull and Humber Ports learning in all the City Region public libraries.
City Region
• Museums and Community based libraries offer
• The opening of The Deep, as well as the a vital service to local residents by providing
revitalised Museums Quarter, in Hull reflected access to innovative learning opportunities, ICT,
in an 8% increase in day visitor market. and general advice on local services.

• A fine example of this integrated approach

is East Riding's International award winning
mobile library service which is delivering a
key cultural service in rural areas and other
hard to reach communities.
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STRATEGY The Regional Economic Strategy
The Regional Economic Strategy (RES) is
Perhaps of most relevance is the fact that this
Cultural Economic Advocacy report sets out
investment priorities to further strengthen city,
the overarching strategy aimed at improving town and rural communities through the
the economic performance of the region. promotion of urban and rural renaissance,
It emphasises the important need to improve we well as City Region development. The RES
quality of place through enhancing and even promotes a positive image for targeted cities
transforming major cities and towns and and towns in the region through its renaissance
market towns. The strategy aims to improve programmes and makes the most of distinctive
the economic performance of the region and local assets, environments and identities.
stresses that urban and rural renaissance It aspires to better co-ordinated and promoted
underpins the region’s investment priorities. cultural events and attractions, building a media
It points out the strong link between quality profile. In addition to this, it also aims to market
of place (including culture) and regional our combined offer and facilitate discussion
economic performance: of local strengths and niches.

Left The importance of culture is therefore firmly

The Hull and Humber Ports City “Quality of place – particularly embedded within the RES and this has resonance
Region contains some of the most
naturally beautiful countryside in natural, recreational, and lifestyle within the Humber, where continued cultural
the UK. amenities – is absolutely vital in related investment in the urban and rural
areas is required to increase creativity and
The City Region embraces
attracting knowledge workers and entrepreneurialism, drive up the skills
pioneering workspace to boost in supporting leading edge high base and attract new investors and visitors.
creative endeavour.
technology firms and industries.” Other high level Policies and Strategies
- Regional Economic Strategy Influencing the Cultural and Community Agendas
– Regional Sustainable Development Framework
Culture and the creative industries contribute – Regional Spatial Strategy
across all five RES objectives. – The Strategic Framework for the Visitor
Two of the regional clusters predicted to grow – The Regional Tourism Marketing Strategy
in employment and GVA terms are the digital – Sub Regional Policies Influencing the
industries and tourism but this growth can only Cultural Agenda
be achieved by continued support and investment. – Humber Strategic Economic Assessment
The Better Deal for Business framework intends – Humber Economic Development
to boost new business formation and survival Investment Plan
rates of the creative and cultural sector and
ultimately increase, retain and embed cultural
business development in the City Region (RES
Objectives 1 and 2).

The cultural sector also makes a valuable

contribution to skills development
(RES Objective 3) by providing a variety of
Developing a digital region
opportunities to build skills through sport,
Every telephone exchange in the Yorkshire
music, dance and theatre. This connects people
and the Humber region has been enabled for
to jobs through investment in its key assets and
broadband making it one of just three UK regions
promotes economic inclusion (RES Objective 4)
to have achieved 100% enablement, the Humber
through enhancing access to cultural attractions,
is capitalising on this competitive advantage
festivals and events. Environmentally (RES
by investing in cutting edge digital projects
Objective 5) this Cultural Economic Advocacy
throughout the City Region. Significant investment
The future for the City Region report recognises the importance of using the
by the BBC and Kingston Communications
environment and natural assets within the
including the BBC’s Connecting Communities vision
Improving and supporting the cultural and Humber in a sustainable manner; whilst ensuring
which has provided a new digital media centre,
tourism offer are key aspects of the City Region’s good access to the area’s attractive countryside
regional TV news service and new Open Centre.
regeneration. Through various programmes, the and cultural facilities.
City Region is experiencing unprecedented levels The STREAM project, funded by Hull City Council
of investment which is in turn driving up the and the European Regional Development Funds
economic performance of the region. launched in spring 2006 is leading the way in the
City Region’s digital renaissance by providing local
• Hull Citybuild is delivering the ambitious pupils and parents with on-demand educational
Masterplan for Hull’s city centre aiming to video content by using state-of-the-art IPTV
bring in more than £1bn of new investment (Internet Protocol Television).
over ten years.
IPTV is also being used to provide assistance
• The Renaissance Market Towns Programme to small businesses allowing them geographically
is a 10 Year plan to support sustainable focussed advertising through Business STREAM,
development in the City Region’s main a local channel which also covers local business
economic centres. events and good news stories.
• Bridlington Spa regeneration is taking place A jointly funded initiative from Yorkshire Forward
with £12 million of funding from East Riding and East Coast Media called Kickstart is providing
of Yorkshire Council, Yorkshire Forward and access to Digital TV and film equipment giving the
the European Regional Development Fund. chance to local talent to start their own production
company and establish their selves in the
notoriously difficult to enter industry.