CSMP - Hull - City of Culture CS Flashcards
What strategy did they use?
Event and Art
Who were the players involved?
- Arts Council England
- UK government funding
- Hull City Council
- Hull UK City of Culture 2017 Ltd
How does hosting events help with rebranding?
Major festivals serve as catalyst for cultural development and transformation of city.
What does using art as a strategy for rebranding normally include?
Through art galleries and art events
Why did Hull need rebranding?
Hull has been overlooked - decades of economic hardship and industrial decline:
- 3rd most deprived
- GVA/head = £18,000
- Gives the city a confidence boost
- More jobs needed
What was the average house price for Hull in 2016?
£103,500
What was the average GVA for the UK in 2020?
£51,700
How much funding did Govt provide to achieve rebranding?
£32 million
What was Hull trying to focus on improving?
Brand essence
How was brand essence improved?
- Improved size and strength of Cultural Sector
- Art Council bids have grown since 2017
- A broad range of colours were used to change the “perception of a ‘grey’ northern city
How many people stated they were able to develop new industry connections from the project?
2 in 5
What was the reach of media activity?
37.3BN+
How successful was it?
- Surveyed audience rated the programme 8.5-9.5/10 -> high than UK average
- Received £3.4 billion public & private sector investment since winning bid -> regeneration
- Hull UK City of Culture 2017 Ltd branded to Absolutely Cultured
- 800 new jobs
What are the criticism of success?
- 78% of audience came from Hull or East Yorkshire -> only improved Hull’s position in the regional brandscape
- Local artist concerned money spent on a market exercise instead of support grassroots art organisations away from the Humber Street/ Fruit Market area
- Some people felt that the place was losing it’s original identity
What did local artist want the money to spent on?
- Galleries
- Community centre ground - former charity shop
