The Economic Impact of Gaelic Arts and Culture within Glasgow

1. The Economic Impact of Gaelic Arts and Culture within Glasgow Minority Languages and Post-Industrial Cities. Bringing the Periphery into the Core? Douglas Chalmers, Glasgow Caledonian University and Mike Danson, University of the West of Scotland Thursday 12th March 2009 Am Màrt 2009 / March 2009

2. STRUCTURE • Introduction • The changing nature of employment in Glasgow - from industry to services? • The role of the artistic and cultural sector • Glasgow’s Gaelic past and future • Who supplies what • Economic impact • Conclusions

3. Glasgow: History • 200 years: industrial city ... • 20 years: massive restructuring • Post-industrial city • Celtic origins • ‘historically, Glasgow and Gaels are inextricably linked, and if anywhere there is a potential to grow audiences for Gaelic art and culture it is here’ GGA • Community associations • C21st communities of interest?

4. Decline Deindustrialisation Flexibility Some benefit Disposable income Personal services Education and students Primary and Manufacturing to Services Loss of old heavy industries Loss of control and policy instruments Flexible labour market female; low skilled; part time; temporary; low paid; non-unionised; poor progression BUT Uneven development RDAs and supply side interventions Cultural and creative industries: re-imagineering City of Culture, Garden Festival, Glasgow’s Miles Better Human capital, labour markets, metropolitan attractions (s&d) Economic Restructuring

5. Employment Growth

6. Industrial structure evolves

7. Gaelic in Cultural Context • Post-industrial cities ~ Glasgow, Bilbao, Barcelona, … • Indigenous cultures? • Multiculturalism • Competition for funds, attention, support • Context: Economic impact cf. language

8. Labour Market • Gaels: highly skilled, professional and managerial occupations, well-paid, mobile, metropolitan attraction • c120 Gaelic ‘essential’ jobs (1 in 6 in Scotland) • Local authority with third highest number of those with all round competence in the language • Almost all of these are dependent, directly or indirectly, on public funding. Over 60% in the Education sector; 20% in Media/ Publishing; 10% in Arts and Culture; and the remainder in Community/Economic Development, Gaelic Development, Government, Tourism, and Miscellaneous.

9. Economic activity categories of population who can speak, read and write Gaelic in Glasgow Source: GROS.

10. SRW Gaelic employment by occupation and Local Authority area Source: GROS.

11. Role of arts and culture • Previous research: • Myerscough • Glasgow - European City of Culture 1990 • Glasgow Uni - Centre for Cultural Policy Research • Glasgow Grows Audiences • Extent of Gaelic speakers - implications for size of Gaelic supply/level of demand/future audiences: • Glasgow Gaelic speakers 2001 - 5,731 • Ability to speak read and write - 2,455

12. Role of arts and culture • Myerscough • Glasgow - European City of Culture 1990 • “When I was a young girl in the 1970s if you came to Glasgow as tourist, you were probably on your way to somewhere else” Liz Cameron (Provost) • Now third most popular tourist destination in UK after London and Edinburgh • 1990 events - 5,580 jobs (at £7,286 per job) and boosted economy by £14.3m

13. Role of cultural industries • The cultural industries based on local know-how and skills show how cities can negotiate a new accommodation with the global market, in which cultural producers sell into much larger markets but rely upon a distinctive and defensible local base…. cultural industries and entrepreneurs will play a critical role in reviving large cities that have suffered economic decline and dislocation over the past two decades” (Leadbeater and Oakley, 1999)

14. Impact of recent change • Bòrd na Gàidhlig & Gaelic Language Bill • People thinking about Gaelic plans • 10 public organisations per year • Plus private? Homebase (cf Thomas Cook) Cal Mac • Gaelic digital service on line (BBC Alba) • Partnership - BBC/ MG Alba • Now on-line – 7 hours/day 360 degree approach • Prominence of Gaelic arts • Outwith Glasgow: PNE/ Gasd : Hiort (St Kilda opera); Glasgow and surroundings: An Lochran – Ceòl ’s craic; Flower of the West concert • Previous Studies • Inverness and Nairn; H & I; ‘GCU on Gaelic economy’

15. The Value of Gaelic within Glasgow • Questions • Who was involved? • Could Employment and financial impacts be calculated? • Demand for Gaelic related goods and services • Trends - who was consuming? • Factors constraining or promoting development • Could conclusions be drawn for policy makers?

16. Survey questionnaire • June 2007 – August 2008 • Individual suppliers - tutors/ artists/ musicians • Cultural industries - BBC/ SMG/Independents • Cultural aspects of Education • Venues • Celtic Connections

17. Findings • Qualitative information positive: • Why involved: • “Spotted an empty niche” • “Gaelic language act increasing awareness of Gaelic arts activity” • “requirement of public/ private bodies to supply through the medium of Gaelic positive” • Problems identified • Competition for funds/ attention • Indigenous - has a special place • Language barriers within general audience • Range of product currently available limited • Advertising/ networking limited • Still limited possibilities for income earning

18. Findings • Quantitative information: • Most individuals make very little (£500 - £5,000/ annum) • £300k identifiable expenditure as wage income • Most Gaelic organisations likewise are not great money earners or if do earn money, do not do so consistently yet (i.e. an Lochran; Ceòl ’s Craic; Fèis Glaschu) • Market still seen as limited (Books; theatres) • A few big hitters

19. Findings 2 Big hitters: BBC Alba plus independents - £2.1m - £2.5m (mostly Glasgow area) Radio nan Gàidheal £3.2m (mostly Inverness area) Plus approx £2.8m to BBC from SMG Approx 55 BBC staff in Glasgow area - mostly well qualified. Approximately 120 - 140 working in the media in total in Glasgow area Increasing partnerships/ involvement: Gaelic Books Council; An tobar dualchas/ Kist ‘o riches; Proiseact nan Ealan

20. Findings 3 Celtic Connections 120,000 tickets sold 2008 15,400 for concerts with Gaelic input 12.7% of all tickets sold (compare 0.5% SRW Gaelic) £120,000 ticket sales attributed to Gaelic artists Ceòl ’s Craic Now in 5th year Substantial impact in terms of profile (but needs expanded) Growing turnover - spend £13,000, including £5,000 directly to artists. Spend in Glasgow £8,500 New ventures – Film ’s craic and Leabhar ’s craic

21. Findings 4 Fèis Glaschu Growing demand 97 students in 2008 £7,900 spending to tutors plus another £2000 locally Possibility for income earning for senior Gaelic students Additional Cultural work Aye Write festival Profile of Gaelic raised Small economic impact Sessional work and ‘own account’ tutors Small impact - inadequate for independent income Possible average income £5000

22. Conclusions • Post-industrial city: consumerism • Gaelic-reach much bigger than Glasgow-born SRW • Highly skilled jobs and graduates • Economic impacts high, but could be enhanced • £3.55 to £4m supporting approximately 200 workers in professional and assoc employment • Critical to success of Events • Community involvement – commodification?