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Growing The Value of Music Tourism In Glasgow: Research Summary


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To establish the current economic situation and propose promotional strategies, Inner Ear conducted research and is devising a collaborative plan for the development of music tourism in Glasgow. The project was commissioned by Scottish Enterprise in partnership with Glasgow Life.

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Growing The Value of Music Tourism In Glasgow: Research Summary

  2. 2. “Glasgow is the European capital of music!” — Swedish delegate to the Music Tourism Convention, Liverpool 2017
  3. 3. RESEARCH REPORT AND PROMOTIONAL PLAN ★ Benchmark the current economic situation ★ Review of existing research ★ Survey attitudes to Glasgow ★ Conducted new economic research ★ Capacity of city to absorb growth ★ Find out how other cities attract tourists ★ Evaluate options for Glasgow ★ Make strategic recommendations
  4. 4. Excellent report by UK MUSIC Puts Glasgow music 
 spending at £105M But only considers venues with greater than 1500 capacity
  5. 5. Estimates Gross Attendance Estimates % who are deemed “tourists” Separates estimate for Domestic and Foreign tourists Estimates Box Office returns for that segment Estimates ancillary spend for each tourist ★ Travel ★ Accommodation ★ Discretionary spend Multiplies average value by number of attendees to give gross additional monetary value to Box Office Receipts Adds standard GVA factor to arrive at total Calculates FTE Jobs using standard metric
  6. 6. NEW ECONOMIC RESEARCH The approach to addressing the less than 1.5K Sector: Defined number of venues less than 1,500 capacity Questioned a sample set of these venues to establish core metrics including average: ★ Ticket prices ★ Utilisation (number of events and average attendance) ★ Ancillary spend ★ Number of “tourist” attendees This formed our base set of statistics to work with
  7. 7. KEY POINTS £54,699,197Gross Value of Music Industry at venues less than 1.5K Average Utilisation <60% Significant capacity for growth based on existing resources in this sector of the music industry in Glasgow Tourist impact is greater than local users because of additional spend It is also possible to calculate and target where best ROI could be delivered £11,385,672Gross value of Music Tourists at venues less than 1.5k GVA FTE £24,346,264 823 £5,098,411 173 Gross Figure Tourist Element GVA AND FTE JOBS FOR THIS SEGMENT
  8. 8. TOTAL SPENDING IN GRASSROOTS VENUES: £54.7M On site ancillary spend
 (food and drink): £15.5M 28.4% Off site ancillary 
 spend: £14.1M 25.8% Ticket revenue: £12.7M 23.3% Travel: £9.5M 17.4% Accommodation: £2.8M 5.1%
  9. 9. We found examples of interventions that made a positive difference in other cities ★ Mapping (Americana Music Triangle) ★ City Festivals (Iceland Airwaves, Lorient) ★ Visitor Attractions (The Beatles Story, Graceland) INTERVENTIONS
  10. 10. RECOMMENDATIONS ★ Brand Optimisation (UNESCO World City of Music) ★ Advocacy ★ Twinning ★ Maps and Routes ★ Storytelling ★ Signposting ➡ Points of Entry ➡ Branded Areas ➡ Discoverability: case of an online guide?