Research has revealed an initiative part-funded by the D2N2 Local Enterprise Partnership to showcase cultural events and exhibitions contributed more than £32m to the local economy.
The Grand Tour, which ran for two seasons in 2015 and 2016, linked cultural attractions in Derbyshire and Nottinghamshire; including Chatsworth House, the Nottingham Contemporary, Derby Museums and the Harley Gallery, amongst others. Established collections were re-interpreted by new artists, and /or exhibited next to modern works. The Grand Tour initiative was funded by Arts Council England’s Cultural Destinations programme, with support from VisitEngland and the D2N2 LEP.
D2N2 is a partnership of business, local authorities, skills and training providers, and community and voluntary services which promotes economic and jobs growth across Derby, Derbyshire Nottingham and Nottinghamshire. It has eight key commercial sectors which it promotes; including the visitor or tourist economy. As part of promoting this sector it invested around £35,000 in the Grand Tour’s two seasons.
Research undertaken by marketing agency NGI Solutions says the first two seasons of the Grand Tour contributed £32million to the D2N2 economy in 2015 and 2016. Venues involved then worked with local tourism organisations Marketing Peak District & Derbyshire and Visit Nottinghamshire to deliver a wide variety of exhibitions; including by Turner Prize-winning artist Simon Starling, Sir Peter Blake and performance artist Rose English. These were complemented by a programme of fringe activity, with events and exhibitions at venues including The School of Artisan Food, Nottingham Playhouse, Royal Crown Derby, Renishaw Hall and the New Art Exchange.
Findings from the research indicated that the first season of the Grand Tour saw 461,818 visitors spend a total of £7,584,066 and the second season saw a further 1.2million visitors spend £24.46m, giving a total overall impact of both seasons of £32,225,036. Visitors to The Grand Tour were very positive in their recommendations, with more than 80% of visitors in both seasons saying they were either likely or very likely to recommend a visit. The Grand Tour also attracted international attention, with eight percent of respondents coming from abroad; including the USA, France, Germany and the Netherlands.
Two-thirds of visitors in Season 2 also said that they would return to the D2N2 area for a third season, if it were available. The Grand Tour Consortium, which has just received an additional £150,000 from Arts Council England’s Cultural Destinations fund, will look to make this a reality and present a third programme of cultural events and exhibitions across Derbyshire and Nottinghamshire venues in 2018.
David Ralph, Chief Executive of the D2N2 LEP, said: “The visitor economy is one of the eight key business sectors we’ve identified as having potential for growth and expansion in the region. The Grand Tour is a great example of how an innovative idea and strong partnership work can help bring new visitors to the region.”
Brendan Moffett, Chief Executive, Marketing Nottingham & Nottinghamshire, added: “The first two seasons of The Grand Tour clearly had an enormous impact on the local visitor economy, which is terrific news for the region as it helps to deliver local jobs and support local businesses.
“We are now looking forward to building on this success by working with our partners to attract cultural tourists to the region for the third season of The Grand Tour in 2018.”
Sam Thorne, Director, Nottingham Contemporary, said: “This clearly demonstrates the value of cultural tourism to our region. It also reflects the amazing work of all the organisations involved in producing such a dynamic and compelling programme. Culture is so important for the visitor economy in Nottinghamshire and Derbyshire. We’re looking forward to a third season of The Grand Tour in spring/summer 2018.”
Photo Courtesy of Visit Nottinghamshire – visit-nottinghamshire.co.uk
For more information on the Grand Tour, visit: www.thegrandtour.uk.com
For more information on D2N2’s 8 key sectors, visit: www.d2n2lep.org/key-sectors
For more information on the D2N2 visitor economy, visit: www.d2n2lep.org/key-sectors/visitor-economy
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