An academic study has revealed the huge potential benefits of Sunderland winning its 2021 City of Culture bid. The University of Hull’s Culture Place and Policy Institute (CPPI) conducted research during the East Yorkshire city’s first three months as 2017’s City of Culture. And an interim report has revealed the massive economic and social benefits that are already being felt in Hull.
More than double the number of people had visited events in the city than during the same period last year, which has helped produce an impressive economic boost.
More than half of Hull’s city centre businesses have reported a positive impact linked to increased footfall, sales, diversification of customers and a positive atmosphere in the city. A total of 37 per cent of those businesses reported an increase in turnover and more than a quarter saw an increase in profit on the previous year, with 40 per cent being able to offer staff additional hours.
Hull City Council also revealed about 90 new businesses have been established, or have changed use, with 550 new jobs being created to date.
Hotel occupancy in the city was up by nearly 14 per cent compared to the same period in 2016 and Visit Hull and East Yorkshire reported that city hotels are now twice as likely to see their occupancy go over 80 per cent as they were in 2016.
Meanwhile Hull Trains also reported a 17 per cent increase in train journeys during the first month of 2017. The rail operator carried an additional 52,000 passengers in the first five months with overall year-on-year growth so far of 12.7 per cent.
Impressively, the study shows 90 per cent of Hull’s residents have visited a cultural event so far this year. At least 450 events, exhibitions and cultural activities were during the first three months, attracting more than 1.4m visits, with many events drawing large, and often sell-out crowds. And there have been more than half a million visits to Hull’s museums and galleries in the first four months of the year.
More than 340,000 visits were made to the ‘Made in Hull’ opening week and 94 per cent of the audience agreed the event had made them feel more connected with the stories of Hull and its people and they had learnt more about Hull’s history and heritage.
The university, which is the Academic Research Partner for 2017, also suggested the UK City of Culture title is bringing a feel-good factor and increased confidence to the city.
Seven out of ten residents agreed that the year is having a positive impact on the lives of local people, while residents’ pride in living in the city increased four per cent from December 2016 to March 2017. The percentage of residents who would speak positively about the city to someone not from Hull increased by nine per cent during the same period (from 55 per cent to 64 per cent).
Director of Hull 2017, Martin Green, said: “As we approach our third season, it goes almost without saying, that this year has been quite a ride already. There’s been an incredible response to the cultural programme and we are thrilled that 90 per cent of people living in the city have tried at least one cultural activity.”
Councillor Stephen Brady, leader of Hull City Council said: “With six months still to go, it’s wonderful to see the difference UK City of Culture has made to Hull and how residents and visitors alike are responding to the amazing arts and culture we’ve seen across the whole city.
“The year is achieving everything we could possibly have hoped for and more – from increasing pride and participation to raising the profile of Hull and improving the economy.”
UK City of Culture Independent Advisory Panel Chairman Phil Redmond said Hull’s success had “raised the bar” for its 2021 successor. Mr Redmond said: “These impressive figures indicate both value and the impact of being the UK City Culture. They have done what we asked: raised the bar for whoever follows in 2021.”
Rebecca Ball, Director of Sunderland’s 2021 City of Culture bid said: “These fantastic statistics show the sort of huge benefits we’d enjoy from a successful bid. It would boost the city economically, socially and culturally, and like Hull we’d also expect to see significant increases in levels of well being, confidence and pride.
“We’ve been to Hull and the city is buzzing – there’s a palpable feeling of excitement and there is just so much going on. As Phil Redmond has said, these latest statistics are hugely impressive and give the scale of impact City of Culture status can bring.
“But what they don’t do is tell the individual stories of lives, families and communities transformed by the cultural opportunities the year offers. Nor can they predict the legacy – what Hull will look like in years to come thanks to City of Culture – and that is of equal importance to a brilliant year of successful events and activities.
“As Hull University’s study shows, becoming City of Culture 2021 would be an opportunity for Sunderland to take a huge step forward.”
Hull was awarded City of Culture status in November 2013, beating competition from Swansea, Leicester and Dundee. Swansea is also among Sunderland’s rivals to become City of Culture 2021. The other towns and cities bidding for the title are: Coventry, Hereford, Paisley, Perth, Portsmouth, St David’s, Stoke, Warrington and Wells.
A shortlist of which towns and cities will go through to the next round of the process will be announced in July, with the winner unveiled in Hull in November.
