Identifying the Barriers to Cultural Participation ... - Birmingham Culture

Identifying the Barriers to Cultural Participation and the Needs of Residents of Birmingham A Final Report to the Birmingham Cultural Partnership 31st March 2010

Contents

PAGE

1.0

Summary ................................................................................................................................................................................................................1

2.0 2.1 2.2 2.3 2.4

Introduction ...........................................................................................................................................................................................................3 Introduction ...........................................................................................................................................................................................................3 Study Aims and Objectives..................................................................................................................................................................................3 Defining the Cultural Sector.................................................................................................................................................................................4 Structure of the Report .........................................................................................................................................................................................4

3.0 3.1 3.2 3.3 3.4 3.5 3.6

The National Perspective .....................................................................................................................................................................................6 Introduction ...........................................................................................................................................................................................................6 National Context....................................................................................................................................................................................................6 Demand for Cultural Facilities .............................................................................................................................................................................7 Leisure Time Activities .......................................................................................................................................................................................10 Barriers to Cultural Participation.......................................................................................................................................................................12 Key Findings........................................................................................................................................................................................................15

4.0 4.1 4.2 4.3 4.4 4.5

The City Perspective ...........................................................................................................................................................................................19 Introduction .........................................................................................................................................................................................................19 Birmingham City Context ...................................................................................................................................................................................19 Demand for Cultural Facilities ...........................................................................................................................................................................23 Barriers to Cultural Participation.......................................................................................................................................................................35 Key Findings........................................................................................................................................................................................................45

5.0 5.1 5.2 5.3 5.4 5.5 5.6

The Local Perspective ........................................................................................................................................................................................49 Introduction .........................................................................................................................................................................................................49 Priority Area Context ..........................................................................................................................................................................................49 Demand for Cultural Facilities ...........................................................................................................................................................................55 Leisure Time Activities .......................................................................................................................................................................................62 Barriers to Cultural Participation.......................................................................................................................................................................63 Key Findings........................................................................................................................................................................................................67

6.0 6.1 6.2 6.3

Conclusions.........................................................................................................................................................................................................69 Introduction .........................................................................................................................................................................................................69 Cultural Participation..........................................................................................................................................................................................69 Information Gaps ................................................................................................................................................................................................70 Annex One: Bibliography .....................................................................................................................................................................................1 Annex Two: Taking Part Survey ..........................................................................................................................................................................9 Annex Three: Arts Based Segments .................................................................................................................................................................18 Annex Four: Satisfaction with Cultural Facilities ............................................................................................................................................24 Annex Five: Library Attendances ......................................................................................................................................................................29

List of figures Figure 3.1 Figure 4.1 Figure 4.2 Figure 4.3 Figure 5.1 Figure 5.2 Figure 5.3 Figure 5.4 Figure 5.5

Free time activity (percentage of adults nationally) ............................................................................................................................11 The Birmingham Opera Company ......................................................................................................................................................29 Sports participation across Middle Super Output Areas (MSOAs) in Birmingham.............................................................................34 Sports segments across Birmingham .................................................................................................................................................42 Deprivation across the four priority areas ...........................................................................................................................................53 Community Arts Project ......................................................................................................................................................................57 Urban Digital .......................................................................................................................................................................................57 The Birmingham Opera Company ......................................................................................................................................................59 The Birmingham Hippodrome.............................................................................................................................................................60

List of tables Table 2.1 Defining the cultural sector ....................................................................................................................................................................4 Table 3.1 National indicators..................................................................................................................................................................................6 Table 3.2 National motivations and barriers to sports participation .....................................................................................................................13 Table 3.3 National demand for cultural facilities ..................................................................................................................................................16 Table 4.1 Proportion of adults that have used a public library service at least once in the last 12 months (2008).............................................24 Table 4.2 Proportion of adults that have attended a museum or gallery at least once in the last 12 months (2008)..........................................26 Table 4.3 Proportion of adults that have engaged in the arts at least three times in the last 12 months (2008) ................................................28 Table 4.4 Sports participation (all adults in Birmingham LA) ...............................................................................................................................32 Table 4.5 Arts based segments across Birmingham ...........................................................................................................................................39 Table 4.6 Barriers to sports participation in Birmingham .....................................................................................................................................44 Table 4.7 Demand for cultural facilities in Birmingham........................................................................................................................................45 Table 4.8 Summary of barriers to cultural participation in Birmingham ...............................................................................................................47 Table 5.1 Socio-economic characteristics of the four priority areas ....................................................................................................................49 Table 5.2 Market segmentation in the four priority areas ....................................................................................................................................54 Table 5.3 Library attendance in the four priority areas ........................................................................................................................................56 Table 5.4 Museums and galleries attendance in the four priority areas ..............................................................................................................58 Table 5.5 Theatre and concert halls attendance in the four priority areas ..........................................................................................................59 Table 5.6 Use of sports and leisure facilities in the four priority areas ................................................................................................................61 Table 5.7 Sports participation in the four priority areas .......................................................................................................................................62 Table 5.8 Arts Segments......................................................................................................................................................................................64 Table 5.9 Sports segments in the four priority areas ...........................................................................................................................................66 Table 5.10 Summary of cultural facility usage in the four priority areas ..............................................................................................................67

1.0 Summary This section summarises the key findings under each of the core research objectives. Identify what types of cultural facilities are used At a national level, adults are more likely to engage in the arts or visit museums and galleries and less likely to visit libraries. In Birmingham, visits to libraries are broadly on a par with the national averages, whereas attendance at museums and galleries, engagement in the arts and participation in physical activity are below the national averages. Compared to the city averages, the four priority areas are performing poorly across all cultural facilities, but particularly low levels of participation are evident for museums and galleries, and theatres and concert halls. There is also evidence of a dominant trend towards declining participation across culture and sport facilities in these areas. Identify which groups are most and least likely to use facilities, who they are and where in the city they live Across Birmingham, those that are most likely to participate in culture are young or middle aged, have no limiting disability, and are in the higher socioeconomic groups. In most cases, white residents are more likely to participate in cultural activities and formal sporting activity (although the exception to this is that BME residents are more likely to visit libraries and participate in physical activity). There is also a correlation between deprivation and levels of cultural participation, with areas being the most deprived typically characterised by lower participation levels. Whilst much of this reflects national trends, across all cultural facilities in Birmingham, lower proportions of BME, disabled, and low income residents tend to participate than do nationally. There is very limited information on participation levels across different socio-economic groups within the priority areas. Identify barriers and motivations to participation and attendance The research has identified a number of key barriers that prevent Birmingham residents from participating in culture. What is more, the barriers are largely the same as those identified at a national level. Although some barriers are more prevalent for different cultural facilities and amongst different groups of individuals, recurring barriers include a lack of inclusivity (based upon lines of age, class, ethnicity and disability) and the potentially related lack of interest or need to engage in culture. Other common barriers include: inappropriate facilities, particularly for children and BME groups; lack of awareness; cost; and local accessibility. Given their demographic make-up, these barriers tend to be amplified within the priority areas, with particular issues relating to a lack of interest in Erdington, Hodge Hill and Perry Barr, and feelings of exclusion in Ladywood. Further research is recommended to test and explore these barriers with local residents, and refine understanding of the differences between priority areas.

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Identify what users and non-users are doing with their leisure time At a national level, watching TV, followed by spending time with friends and family, are the most common ways that people use their free time. These activities are also very prevalent among Birmingham residents and those of the four priority areas, and particularly amongst those that do not engage in cultural activities. Other popular leisure activities include socialising, for example at pubs and restaurants, and shopping. Given the high proportion of lone parent households and feedback from existing research, childcare responsibilities are likely to form a significant component of people's leisure time with the priority areas, and particularly in Ladywood. Market segmentation analysis confirms that participation in culture and sport are unlikely to play a major role in people's leisure time within the priority areas. Provide an overall analysis of the demand for culture that identifies shared issues and challenges across the cultural sector The key challenges for Birmingham are to boost attendance levels at museums and galleries and engagement levels in the arts, as well as in more formal sporting activity. In general, there is also a need to raise cultural participation among BME and lower income communities, which will become ever more important as Birmingham's population continues to become more ethnically diverse. Birmingham also needs to improve engagement levels among the elderly and disabled population (and particularly amongst the White British community), whilst also balancing the needs of an expanding younger population. Geographically, Birmingham needs to raise participation levels in the most deprived neighbourhoods, and counter downward trends. In order to achieve this, Birmingham needs to encourage greater inclusivity within its cultural facilities (primarily to counter assumptions of elitism, but also to address more tangible barriers to participation for example amongst the disabled, and in relation to cost), and endeavour to stimulate greater interest in and awareness of cultural activities within priority areas. This could include diversifying and improving the promotion and accessibility of cultural provision. There are also opportunities to build on positive trends in the city, including BME community participation levels in libraries and physical activity, as a springboard to participation in other forms of culture. Building on evidence of success elsewhere, and taking into account the complexities of the four priority areas, partnerships with schools, health services and the third sector will be key. Any solutions to the challenge of boosting participation should be thoroughly tested with residents, community groups and cultural organisations within the priority areas prior to implementation.

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2.0 Introduction 2.1 Introduction In February 2010, ECOTEC Research and Consulting Ltd (ECOTEC) was commissioned by the Birmingham Cultural Partnership to review existing data and research on the barriers to cultural participation and the cultural needs of the residents of Birmingham.

2.2 Study Aims and Objectives The aim of this study is to understand the levels of cultural participation, the barriers preventing cultural participation and the current and future demand among Birmingham residents and in particular, residents of the four priority constituencies of Erdington, Hodge Hill, Ladywood and Perry Barr. More specifically, the research objectives are as follows: • Identify what types of cultural facilities are used; • Identify which groups are most and least likely to use facilities, who they are and where in the city they live; • Identify barriers and motivations to participation and attendance; • Identify what users and non-users are doing with their leisure time; • Provide an overall analysis of the demand for culture that identifies shared issues and challenges across the cultural sector; This report focuses on bringing together secondary data and research in order to address these research objectives. It also places the above in the overall Birmingham context using available projections to track socio-economic and demographic changes up to 2026. Any gaps in available data and research are highlighted and recommendations as to how these might be addressed are proposed. This research is designed to provide a basis for undertaking primary research to further explore and understand the barriers to cultural participation and the needs of residents in Birmingham. In addition, the research will help to inform Birmingham's final bid submission for the UK City of Culture.

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2.3 Defining the Cultural Sector Taking account of the Department for Culture Media and Sport (DCMS) definition of the cultural sector and the National Indicators that are directly related to culture and sport, for the purpose of this study, culture has been defined as follows: Table 2.1 Defining the cultural sector Cultural Sub-sector

Examples

Sports

Participation in sport and active recreation e.g. sports / leisure centres, swimming pools, sports pitches.

Libraries

Use of public libraries.

Arts

Engagement in the arts, e.g. participation in dance, music, drama, creative skills classes (e.g. photography, painting, crafts) classes and attendance at arts events (e.g. festivals, carnivals).

Museums and galleries

Visits to museums and galleries.

Building on the above, the Birmingham Cultural Partnership is keen to take a slightly wider definition of culture. Therefore, where available information and data exists, ECOTEC will also include 'film' in the definition (including visits to the cinema and film festivals).

2.4 Structure of the Report The remainder of this report is structured as follows: • Chapter 3: The National Perspective – Sets out the national context underpinning cultural participation and focuses on identifying the type of people that are most and least likely to engage in cultural activities. It also summarises some of the barriers to participation. • Chapter 4: The City Perspective – Outlines the Birmingham context in terms of socio-economic characteristics, plus key cultural facilities. It also highlights the demand for cultural participation, particularly across different socio-economic groups and looks at the evidence that highlights the barriers and motivations to cultural participation. • Chapter 5: The Local Perspective – Outlines the key characteristics of the four priority areas of Erdington, Hodge Hill, Ladywood and Perry Barr and where data is available, highlights key findings in respect of levels of cultural demand and barriers to participation. • Chapter 6: Conclusions – Highlights the key findings emerging from the research. It identifies shared issues and challenges across the cultural sector and highlights key information gaps. 4

The report is also supported by the following annexes: • Annex One: Bibliography – Provides a full list of research and data that has informed this report, including brief descriptions of the research / data and the research methods applied. • Annex Two: Taking Part Survey – Sets out the key findings for cultural participation from the National Taking Part Survey. • Annex Three: Arts Based Segments – Describes the key characteristics of the most prominent arts based segments in Birmingham. • Annex Four: Satisfaction with Cultural Facilities – Sets out key data from the Annual Opinion Survey (2008) on levels of satisfaction with cultural facilities among Birmingham residents. • Annex Four: Library Attendances – Sets out key data from the annual reports database for libraries.

It is important to note that where appropriate, the national data (Chapter 2) has been drawn from the 2008/09 Taking Part Survey. However, the city level data (Chapter 3) has used the Active People Survey and has made direct comparisons with the national data gathered through this survey. Due to different methodological approaches, the national data gathered from these two surveys are not directly comparable. This approach has been adopted because the Taking Part Survey is a national survey that is used to set the baseline for the national targets, whereas the Active People Survey aims to provide robust data on participation at a local level.

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3.0 The National Perspective 3.1 Introduction This section sets out the national context underpinning cultural participation. It also focuses on identifying the type of people that are most and least likely to engage in cultural activities and summarises some of the barriers to participation that have been highlighted in national research.

3.2 National Context Culture is now recognised by national government as making a significant contribution towards ‘place making’ and delivering sustainable communities. Each of the key cultural agencies has their own national strategy: • DCMS - Playing to Win: A New Era in Sport - aims for England to be a world leading sporting nation and to drive up community participation in sport. • Arts Council - Great Art for Everyone - seeks to provide great art for everyone. • Museums Libraries and Archives Corporate Plan - Encourages museums, libraries and archives to add value to places and communities. What is more, the National Indicator Set, which informs Local Area Agreements (LAA) includes a number of key performance indicators for measuring the contribution of culture and sport. These indicators are outlined in the following table. Table 3.1 National indicators NI

Measure

8

Adult participation in sport and active recreation

9

Use of public libraries

10

Visits to museums or galleries

11

Engagement in the arts

57

Children and young people's participation in high quality PE and sport

6

Over the next few years, the 2012 Olympic Games and the plans for a UK Capital of Culture offer further opportunities to catalyse participation in culture and secure wider community benefit. A wide range of factors influence cultural participation. Future changes in these will impact upon levels of participation, for example: • • • • • •

Political, e.g. increased focus on tackling avoidable ill health. Economic, e.g. recession and pressures on personal disposable income. Social, e.g. pressures on available time. Technological, e.g. interactive technology and bringing outdoor sports indoors. Environmental, e.g. ageing stock needing improvement. 1 Legislative, e.g. grants linking funding to healthy outcomes .

3.3 Demand for Cultural Facilities The following sections explore participation and attendance levels across different cultural facilities and different socio-economic characteristics. In particular, they focus on identifying those groups that are most likely to engage in cultural activities and those that are least likely to engage in cultural activities.

3.3.1 Libraries The Taking Part Survey for 2008/09 highlighted that 39.6% of adults had visited a library in the previous 12 months. What is more, this has been steadily declining since the first Taking Part Survey was conducted for the 2005/06 period (49.7% in 2005/06) and the latest figures for the 2009/10 period (Q2) suggest that this trend will continue (37.5%). There are significant differences in participation levels across gender, ethnicity, household structures and regions: in the West Midlands, 43.5% of adults visited a library in the 12 months prior to the survey, whilst women, BME communities, and households with 2

families are most likely to visit the library. The Taking Part Child Survey found that around three quarters of children aged 5-15 had visited a library in the previous 12 months (72.3% of 5-10 year olds and 78.7% of 11-15 year olds).

3.3.2 Museums and Galleries The Taking Part Survey for 2008/09 highlighted that 44.5% of adults had visited a museum or gallery in the previous 12 months. Participation rates have not changed significantly since 2005/06 but the latest figures for the 2009/10 period (Q2) suggest that it is increasing (47.1%). In the West Midlands, 1 2

BCP Performance Monitoring Framework, 2009, Birmingham Cultural Partnership Headline Findings from the 2008/09 Taking Part Child Survey, 2009, DCMS 7

39.3% of adults visited a museum or gallery in the 12 months prior to the survey, which is the lowest of all regions. The Taking Part Child Survey showed that 66.3% of 5-10 year olds and 59.7% of 11-15 year olds had visited a museum of gallery in the previous 12 months. What is more, research undertaken as part of Renaissance Museums (a national programme to transform England's regional museums) found that typical visitors were female and the average age of visitors was 45.2 years. However, the research also found that the proportion of 16-24 year olds visiting these museums more than doubled from 2% of total visitors in 2005 to 5% in 2006. The ethnic background of visitors to Renaissance Museums closely matched 3

that of the entire population .

3.3.3 Arts The Taking Part Survey for 2008/09 highlighted that 59.8% of adults had engaged in the arts in the previous 12 months. Engagement rates have not changed significantly since 2005/06 but the latest figures for the 2009/10 period (Q2) suggest that it is increasing (60.6%). In the West Midlands, 47.2% of adults participated in the arts in the 12 months prior to the survey, which was the second lowest across all regions (the national figures was 52.5%) and 64.7% of the region's adults attended an arts event in the 12 months prior to the survey, which was also below the national average of 67.4%. The Taking Part Child Survey found that nearly all children aged 5-15 years old had engaged in the arts in the previous 12 months (97.2% of 5-10 year olds and 98.8% of 11-15 year olds). What is more, reading and writing activities were the most common forms of arts participation out of school. Research has found that patterns of attendance at arts events by different sub-groups can be quite different to patterns of arts participation4. For example, arts attendance is significantly lower among young adults aged 16 to 24 than among those aged 25 to 44 but the opposite is true for active participation. Also, there is a consistent positive correlation between arts attendance and income but active participation is fairly consistent across the different income brackets. Being from a Black ethnic group is also considered to be a significant factor, often resulting in much lower participation. In addition, the Active People Survey found that limiting disabilities had an impact on the level of arts engagement but 'From Indifference to Enthusiasm'5 found that it had no statistical significance on levels of attendance; instead a key factor was people's general health. From Indifference to Enthusiasm also found that access to a vehicle and whether someone lives in a rural or urban area did not have significant impacts on the levels of arts attendance. Further analysis has divided the English population into four main types of attendees: • Little if anything (57% of the population): The small number of this group that do attend arts activities are unlikely to do so more than once or twice a year, and generally attend the more popular venues or events, such as the cinema. • Now and then (27%): These individuals attend relatively few events, and do so infrequently, no more than once or twice a year. They are most likely to attend more popular activities, such as the cinema, museums / galleries or musicals / pantomimes. 3

Renaissance Museums: Who's visiting and who's not?, 2007, MLA Arts Engagement in England, 2008/09, , 2010, Arts Council 5 From Indifference to Enthusiasm, 2008, Arts Council 4

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• Enthusiastic (12%): These individuals are frequent attendees and are likely to attend several type of venues or events three of more times a year. They display preferences within a particular area – being particularly likely to attend music events for instance – rather than attending regularly across the whole range of events. • Voracious (4%): These individuals regularly attend a broad range of events across the arts and cultural spectrum. These four groups do not display preferences for completely distinct sets of activities. Rather they are distinguished primarily by the range of different types of arts and cultural events attended and by the frequency of attendance. In particular, there does not appear to be any evidence of a cultural elite that engage with ‘high art’ rather than popular culture: the groups that are most active in the more niche arts and cultural activities such as ballet are also the most frequent attendees of those activities that might be classed as popular culture, such as cinema.

3.3.4 Sport The Taking Part Survey for 2008/09 highlighted that 22.7% of adults had participated in an average of three days of at least thirty minutes of moderate intensity sport in the previous 12 months. The participation rate in 2008/09 dropped, when compared to previous years but the latest figures for the 2009/10 period (Q2) suggest that it will increase (26.0%). In the West Midlands, 20.3% of adults participated in at least thirty minutes of moderate intensity sport in the 12 months prior to the survey, which was the lowest rate across all regions. The Taking Part Child Survey found that 84.4% of 5-10 year olds and 96.0% of 11-15 year olds had participated in sport activities in the last four weeks outside of school. Football and 'swimming, diving or lifesaving' were the most popular sports. Further research into sports participation among particular groups of individuals has been conducted and the key findings are outlined below: BME communities6: Research has found that there are relatively low levels of participation in sport among BME communities. However, when ethnic groups are disaggregated the 'mixed' ethnic groups show considerably higher levels of participation. At the same time the Pakistani and Bangladeshi communities show consistently low levels of participation until individual sports are examined, when relatively high proportions of males can be seen to play football and cricket, for example. This high participation can in part be explained by the younger age profile of BME communities. In terms of sports participation, gender disparity is greater among BME communities. 7

Young people : Research has found that among young people of secondary school age, boys are more likely to participate in sports and physical activity compared to girls. Moreover, the gap between the genders becomes more pronounced with advanced age within the teenage years.

6 7

Systematic Review of Literature on BME Communities in Sport, 2009, Sport England Understanding Participation in Sport: What determines sports participation among 15-19 year old women?, 2006, Sport England 9

Lone parents8: Lone parents typically find it much harder to participate in sport. Those that do participate in sport tended to have been brought up with sport and exercise as a main part of their lives. Retired people9: Most of the retired males described as being 'inactive' did sport when they were younger but nowadays there is greater emphasis on general exercise (e.g. gardening, walking) rather than 'sport'. Although classified as 'inactive, the inactive women did do some exercise informally (e.g. at home) and others did activities which they saw as being exercise (e.g. gardening, walking). Recently retired people felt that only certain forms of exercise are suitable for their age group and these tended to be more gentle forms of exercise. Of the women that were 'active', they typically participated in walking, keep fit, swimming, bowling, yoga and dancing whereas the 'active' men typically participated in less team orientated sports such as walking, golf, tennis and badminton.

3.4 Leisure Time Activities The Taking Part Survey also identifies what people do with their free time. The following graph shows that during 2007/08, watching TV, followed by spending time with friends / family were the most common across all adults in England. Watching TV was particularly high among people aged over 75 years old and spending time with friends/ family was more common among younger age groups (16-24 and 25-44) than the older groups. The West Midlands demonstrates a similar pattern to England with the most common responses in the region being watching TV (88.1%) and spending time with friends / family (79.7%), followed by shopping (70.3%), listening to music (70.2%) and reading (64.8%).

8 9

Understanding participation in sport: What determines sports participation among lone parents?, 2006, Sport England Understanding participation among recently retired people, 2006, Sport England 10

11

Source: Taking Part Survey, 2007/08. The graph only shows activities with over 10% response rates. 46.72 51.1

Internet/emailing

19.4

Play computer games

36.37

Theatre/music concerts

30

Visit museums/galleries

Go to cinema

Arts and crafts

40

Sport/exercise

62.79

Shopping

44.45

Gardening

50

DIY

61.14

Go to pubs/bars/clubs

65.04

Eat out at restaurants

Days out or visits to places

90

Watch TV

Listen to music

70

Read

Spend time with friends/family

Figure 3.1 Free time activity (percentage of adults nationally)

80.41 84.82

80 71.94 66

60

49.08

42.08 38.78

28.78

20 21.23

10

0

The Time Use Survey also gathers similar data but was published in 2005 so is much less up to date. However, in line with the Taking Part Survey it also found that the most common way to spend leisure was watching TV and videos / DVDs or listening to music. What is more, research conducted by the DCMS found that significant negative associations exist between time spent watching television and attending arts10.

3.5 Barriers to Cultural Participation The following sections highlight some of the key motivations and barriers to cultural participation at a national level.

3.5.1 Libraries The Taking Part Survey (2007/08) revealed that the most frequently reported reason for not visiting libraries was the lack of a need to do so. A lack of interest and difficulties finding time were also commonly cited barriers. Negative perceptions among non-users are fairly deeply entrenched and there is a strong sense that 'libraries are not for me'. Furthermore, awareness of new and improved facilities was very low amongst non-users, even where modernised facilities were 'on the doorstep'. accompanying children11.

For those that do attend libraries, the main reasons were to borrow/return/renew books, followed by

3.5.2 Museums and galleries The Taking Part Survey (2007/08) highlighted that the most common reason for not attending museums is a lack of interest. A lack of time was the second most common reason. Other reasons included a lack of transport and it 'never occurred to me'12. For those that did visit a museum or gallery, the main reasons were to see a specific exhibition/display, followed by a general interest in the subject of the museum / collection and then because it was something to interest the children13. Other research has identified that education, income and age are particularly important factors influencing 14

participation at museums and galleries .

3.5.3 Arts Some of the barriers to arts attendance are practical, for instance having young children. However, many of the barriers appear to be psychological. Research

15

suggests that two of the most important factors in determining whether somebody attends arts activities are education and social status – the

10

Culture on Demand: Ways to engage a broader audience, 2007, DCMS Attendance at Libraries, 2007, MLA 12 Attendance of Museums and Galleries, 2007, MLA 13 Taking Part: The National Survey of Culture, Leisure and Sport, Annual Report 2005/06, 2007, DCMS 14 Increasing Attendance and Participation, 2008, MLA 15 From Indifference to Enthusiasm, 2008, Arts Council 11

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higher an individual’s level of education and social status, the more likely they are to have high levels of arts attendance. The importance of social status in particular suggests that arts attendance is driven by some concept of identity – who we think we are, the type of people we perceive as our social status equals and the kind of lifestyle we deem appropriate – and that many people believe that the arts are ‘not for people like me’16. The Taking Part Survey (2007/08) revealed that the main reasons for not participating in the arts or attending arts events were a lack of interest, followed by difficulties in finding the time. In addition, health was also commonly cited as a barrier. In comparison, the main reasons people attended arts events were an interest in a particular display/performance/event and the atmosphere and the main reasons people participated in the arts were the sense of achievement and enjoyment/fun.

3.5.4 Sport 17

As identified in research undertaken as part of the Culture and Sport Evidence Programme (a three year joint programme of research led by DCMS), a range of factors affect participation in sport including: media coverage; sporting events; economic cycles; politics; transport infrastructure; built environment; funding; deprivation; health; personal motivation; access; socio-economic status; disability; awareness of opportunities; peers; time; genes; exposure to sport in childhood; life stage; and demography. The Taking Part Survey (2007/08) identified that nearly half of those not doing sport cited their health not being good enough as the main reason for not doing so. A lack of interest and difficulties finding the time were also commonly identified. In comparison, the key motivation factors were health/exercise/fitness, followed by being with others/socialising and enjoyment/fun. Sport England has undertaken a range of research to understand the motivations and barriers to sports participation across different socio-economic groups. The key findings from these studies are highlighted in the following table. Table 3.2 National motivations and barriers to sports participation Group

Motivations

Barriers

All

Health and fitness

Relationship / family responsibilities

Mental wellbeing

Financial limitations

Social life

Time limitations

Children

Work responsibilities e.g. long hours Physical / health limitations e.g. injury

16 17

From Indifference to Enthusiasm: Patterns of arts attendance in England, 2008, Arts Council England Understanding the drivers of, and value and benefits afforded by, engagement in culture and sport, 2009, DCMS 13

Group

Motivations

Barriers Access e.g. lack of awareness or no provision Organisation problems e.g. who could I play with?

Ethnic minority

None explicitly identified

Racism Language Service delivery e.g. mixed sex facilities Family commitments Material constraints e.g. low incomes Cultural norms Immodest sportswear

Young women

Health benefits

Time

Social benefits

Cost

Encouragement from school and families

Accessibility / transport Self conscious Perception of personal ability Peers do not engage in sport Lack of facilities Lack of awareness of opportunities Lifestyle changes, e.g. transition within or from education

Lone parents

Children

Numbers and ages of children

Physical and mental wellbeing, e.g. fitness, losing weight

Childcare Cost Time Location Transport

14

Group

Motivations

Barriers Neighbourhood aesthetics Provision and awareness of facilities Confidence Lack of motivation Low enjoyment levels and interest in sport

Retired

Physical benefits e.g. keeping fit and healthier

Cost

Social benefits e.g. mixing with other people

Lack of time

Mental / emotional benefits e.g. self esteem and enjoyment

Health / physical limitations

Retaining independence External motivators, e.g. media, family and doctors.

Insufficient opportunities or awareness of opportunities that are suitable for their age group. Perception that some sports are not appropriate for elderly people (e.g. those more strenuous or dangerous)

Source: Sport England

3.6 Key Findings 3.6.1 Demand for cultural facilities The following table highlights the socio-economic groups that are most and least likely to attend libraries and museums and galleries, engage in the arts and participate in sport and leisure. The analysis has primarily been drawn from the Taking Part Survey and the full data can be found in Annex Two. It shows a number of key trends that are evident across all cultural facilities. Most notably, those with no limiting disability, in higher socio-economic groups and with higher qualification levels are most likely to participate in cultural activities. With the exception of libraries, adults of white or mixed origin and those with higher incomes are most likely to engage in cultural activities and with the exception of sport and leisure, females are more likely than males to participate in cultural activities.

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Table 3.3 National demand for cultural facilities Group

Libraries


Arts

Sport and leisure

Most likely to engage: Gender

Females

No significant difference

Females

Males

Most likely to engage: Age

25 to 44 year olds

25 to 44 year olds

45 to 64 year olds

16 to 24 year olds

Most likely to engage: Ethnicity

BME

White and Mixed

White and Mixed

White and Mixed

Most likely to engage: Household structure

Households with children


Households with two adults and no children

Adults with children

Most likely to engage: Disability

No limiting disability




Most likely to engage: Socio-economic group

Higher groups

Higher groups

Higher groups

Higher groups

Most likely to engage: Income

Lower income

Higher income

Higher income

Higher income

Most likely to engage: Education

A levels or above

A levels and above

A levels and above

A levels and above

Most likely to engage: Region

London

London

South East

South West

16

Group

Libraries


Arts

Sport and leisure

Least likely to engage: Gender

Males


Males

Females

Least likely to engage: Age

75 years old and over

16 to 24 year olds

65 years old and over

65 years and over

75 years old and over Least likely to engage: Ethnicity

White

Asian and Black

Asian and Black

Other, Black, Asian

Least likely to engage: Household structure

Households without children.

Adults in households alone

Lone parents

Single adult households (incl. lone parents)

Least likely to engage: Disability

Limiting disability

Limiting disability

Limiting disability

Limiting disability

Least likely to engage: Socio-economic group

Lower groups

Lower groups

Lower groups

Lower groups

Long term unemployed




Least likely to engage: Income

Higher incomes

Lower incomes

Lower incomes

Lower incomes

Least likely to engage: Education

No qualifications

No qualifications

No qualifications

No qualifications

Least likely to engage: Region

Yorkshire and Humber

West Midlands

North East

West Midlands

Source: ECOTEC analysis of secondary research and data. 17

3.6.2 Barriers to cultural participation The Taking Part Survey and other research has revealed that a number of key barriers prevent people from engaging in or participating in all types of culture. The barriers most commonly cited are: • A lack of a need to do so or a lack of interest. • Difficulties finding time. • Poor health, particularly in respect of participation in the arts and sport. • Low incomes and/or perceptions of social status, particularly in respect of museums and galleries and the arts. Further research has also identified a range of other barriers, such as a lack of awareness of facilities. Moreover, specific groups face more prominent barriers, for example childcare is a barrier for lone parents and mode of service delivery (e.g. mixed sex facilities) is a barrier for ethnic minorities.

18

4.0 The City Perspective 4.1 Introduction This section outlines the Birmingham context in terms of socio-economic characteristics, plus key cultural facilities. It also highlights the key findings from secondary data and research that explores the demand for cultural participation, particularly across different socio-economic groups. It then looks at the evidence that highlights the barriers and motivations to cultural participation.

4.2 Birmingham City Context 4.2.1 Socio-economic context Situated in the heart of the West Midlands conurbation, Birmingham is the second most populous British city with a population of around 1.1 million. It is made up of 10 constituencies and a total of 40 wards. Age According to the 2001 census data Birmingham has a younger population than the national average with 37.0% of its inhabitants being below the age of 25, as oppose to a national average of 31%. Proportions of the population between the age of 25-44 on a Birmingham and nationwide scale are comparable (28 and 29.5%). Therefore those over the age of 45 represent around 35% of the city's population with 14.5% accounted for by age 65 and over. Females represent a slightly higher proportion of the population than males at 51.7%. Ethnicity Unlike values for age, ethnicity statistics for Birmingham differ significantly from national averages with a considerably smaller proportion of the city's population being accounted for by those of White origin (70.3% compared to 91%). This is largely due to the fact that in Birmingham those of Asian ethnicity represent almost 20% of the total population whereas nationally this figure is less than 5%. The remaining population consists of Black (6.1%), 18

mixed race (2.9%), Chinese (0.5%) or Other (0.6%) ethnic groups . What is more, the BME population is young, making up nearly 50% of the pupils in Birmingham's schools. In comparison, less than 10% of people over the age of 75 are BME19.

18 19

2001 Census BMAG Audience Development Strategy 2009-2013, 2009, BMAG 19

Households 20

13.5% are lone-parent households , compared to 9.3% nationally. Accessibility Car ownership in Birmingham is also below the average values for England. Specifically, 29.5% of national households own at least 2 cars/vans but in Birmingham this value is just 19.8%. Nationally, only 26.9% are without a car/van at all whereas in Birmingham 38.5% do not have access to a vehicle21. Limiting long term illness The 2001 census indicates that Limiting Long Term Illness (LLTI) in Birmingham is more common than in England as a whole as 19.7% of the population suffer compared to 17.9%. Education The 2001 census revealed that 20.7% of Birmingham's population has no qualifications, compared with 28.9% nationally. Employment and income In 2009, the average employment rate for Birmingham stood at 60% with 64.7% of the male labour force in employment, 55% of the female workforce in employment and 46.6% of the ethnic minority workforce in employment22. This compares with an overall employment rate of 73.4% nationally, of which 69.3% of the female working age population and 59.3% of the ethnic minority working age population are in employment. The average household income in the city stands at £30,56623. To break this down further, 28% receive less than £15,000, 46% receive between £15,000-£35,000 and 17% over £35,000. Deprivation Birmingham displays varying levels of deprivation across the city but when viewed as a whole, 27% of the population live within the 5% most deprived 24

Super Output Areas (SOAs) in the country .

20

2001 Census 2001 Census 22 Annual Population Survey, June 2009 23 CACI Ltd, taken from Birmingham Economy 24 IMD, 2007 21

20

Population projections Over the next three to five years, Birmingham's population is expected to increase by 37,600 (3.7%). There is expected to be a significant increase in the number of 25-34 year olds and 0-15 year olds, whereas there is expected to be a fall in the number of 16-24 year olds and 35-44 year olds. Moreover, 25

projections suggest a widening socio-economic gap in the period up to 2015 . Over the next 25 years, Birmingham's population is expected to increase by 174,100. Changes in the age structure are expected to be markedly different from those witnessed nationally. For example, while the number of people aged 65 and above in England is projected to increase from 16% to 22%, it will only rise from 14% to 15% in Birmingham. Conversely, the proportion below the age of 25 in England will fall to 29% by 2031; although already well above the national average, in Birmingham it will rise yet further over the same period to 38%. Moreover, it is estimated that BME residents will account for 50% of Birmingham's population by 202026. In particular, the West Midlands expect to see a growth in the number of people from the Chinese and Others 27

ethnic groups and the Mixed groups .

4.2.2 Cultural context Birmingham City Centre has a large range of cultural services and facilities, which attract international visitors as well as local residents. These assets are also supplemented by a plethora of smaller facilities based within the Birmingham neighbourhoods. Examples are provided below: • Libraries: Birmingham currently has a major public sector cultural project underway, which will develop a new Library of Birmingham in the city centre. This will supplement the range of community libraries available across the city. • Museums and galleries: As examples, Birmingham is home to the Birmingham Museum and Art Gallery, the Birmingham Museum of Science and the Ikon Gallery. However the region does not have an internationally important collection-based museum or art gallery28. • Arts: Birmingham offers a range of art venues and facilities including the Birmingham Hippodrome, the Old Rep Theatre, the Birmingham Opera Company, the City of Birmingham Symphony Orchestra, the Drum, ACE Dance and Music, Birmingham Jazz, the Birmingham Conservatoire, the Alexandra Theatre and the Birmingham Town Hall.

25

BMAG Audience Development Strategy, 2009-2013, 2009, BMAG BMAG Audience Development Strategy, 2009-2013, 2009, BMAG 27 Cultural Demand in the West Midlands, 2009, Culture West Midlands 28 Mapping and Gapping Analysis of Cultural Assets in the West Midlands, 2008, BOP 26

21

• Sports: Sports facilities in Birmingham are often more locally based, for example Moseley Rugby Club or Cocks Moor Wood Leisure Centre. There is, however, a shortage of swimming facilities; the region only has one 50m swimming pool which is located in Coventry. • Other: Birmingham also hosts a range of cultural events such as Artsfest. As set out in its Local Area Agreement (LAA), Birmingham has a number of cultural targets to meet: • Increasing adult participation in sport and active recreation. • Increasing the use of cultural facilities in the four constituencies with low participation, Erdington, Hodge Hill, Ladywood and Perry Barr. • Improving perceptions of Birmingham as a cultural capital. Birmingham has also recently been shortlisted for City of Culture status, which could help the city to set a new benchmark for cultural provision. If successful, it will also enable a full reappraisal of the relevance of its cultural offer to the local population, with the intention of increasing participation as well as improving economic impact.

4.2.3 Market segmentation Birmingham has created twelve segments using the Mosaic Public Sector profiles that aim to understand the needs and preferences of residents across a range of factors. The most common segments, making up over half of Birmingham's population (51.3% compared to 29.0% nationally) are outlined below. Notably, all of them have low usage of cultural facilities. Group E: Families with children living in low-value terraced houses 13.90% of Birmingham's population are categorised in this segment, which is broadly in line with the national average (13.70%). People are of varying age, with many young married couples and co-habiting partners bringing up children. Moreover, levels of unemployment are slightly below the average but on account of the nature of the available work, people in employment have been able to common reasonably high wages at quite an early stage in their lives. Usage of sports and leisure facilities is slightly below the Birmingham average and usage of cultural amenities is low. Local facilities are more likely to be used than those in other parts of the city. Group F: Diverse (large) families, but mainly from South Asian origin living in privately rented inner city terraces 13.30% of Birmingham's population is categorised in this segment but nationally, this is the second lowest segment (2.60%). Many people in this segment are from minority cultures and the communities contain high proportions of young children. Moreover, levels of unemployment are high and educational 22

attainment is low. Sports and cultural facilities are not extensively used, but these people do tend to take advantage of the open spaces and parklands in their neighbourhoods. They rely heavily on public transport to access facilities further afield. Group I: Low income (largely white) families living in estate based outer suburban social housing 12.40% of Birmingham's population is characterised in this segment, compared to only 6.30% nationally. People in this segment are characterised by low incomes. They rely on television for their entertainment and on buses for their mobility. Usage of City council-provided cultural and leisure facilities is well below average, particularly with regard to sports. Group H: Diverse (younger) population with uncertain employment living in (estate based) social housing 11.70% of Birmingham's population is characterised in this segment, compared to only 6.40% nationally. This segment is very ethnically diverse. Moreover, people are on very low incomes and levels of unemployment are high. There is also a high proportion of lone parents and people are heavy users of public transport. This segment tends not to take advantage of the many sports, leisure and cultural facilities provided by the council.

4.3 Demand for Cultural Facilities The following sections explore participation and attendance levels across different cultural facilities and different socio-economic groups. In particular, they focus on identifying those that are most likely to engage in cultural activities and those that are least likely to engage in cultural activities. Elements of this section draws upon data from the City Living Survey but it is important to note that it only focuses on council-run and council-funded leisure services.

4.3.1 Libraries 29

The City Living Survey found that the use of libraries in Birmingham was at a good level. Key findings are as follows: • Usage: The usage level of libraries over a twelve month period during 2006/07 stood at 51%, with the number claiming that they were likely to visit in the next twelve months even higher at 61%. • Users: Residents of Hodge Hill and Hall Green were the most likely to have used a library in the last twelve months (58% and 57% respectively). The constituency with the lowest proportion of residents using a library was Yardley at 46%. There was no strong skew in terms of the user profile of libraries. Those aged 35 to 45 and those with children under 16 years in the household were the most likely to use libraries. Moreover, BME groups were more likely to use libraries than white groups (57% and 48% respectively).

29

City Living 10: Non-users survey, 2007, BMG 23

• Non-users: Those aged over 65 years were the least likely to use a library.

The Active People Diagnostic also gathers data on the usage levels of public libraries in Birmingham across different socio-economic groups. Usage in Birmingham (47.5%) was only slightly below the national average (48.5%). However, compared to the national average, a lower proportion of individuals in the lower socio economic group, with a limiting disability or non-white have used a library. Data shows that a higher proportion of those that are aged between 16 and 34 years have used a library in the last 12 months, which is a key finding given Birmingham's relatively young population. However, the proportion of those aged 55 and over who have used a library in the last 12 months is lower than the national average. Table 4.1 Proportion of adults that have used a public library service at least once in the last 12 months (2008) Birmingham

National

Male

44.2%

43.1%

Female

50.6%

53.6%

16-34

56.6%

49.9%

35-54

44.8%

49.3%

55 and over

38.3%

46.4%

White

44.9%

47.4%

Non white

53.4%

58.5%

Limiting disability

40.5%

45.9%


49.0%

49.0%

24

Birmingham

National

Higher socio-economic group (NS SEC 1-4)

48.4%

49.9%

Lower socio-economic group (NS SEC 5-8)

39.7%

43.8%

Residuals (NS SEC 9)

65.9%

57.8%

Total

47.5%

48.5%

Source: Active People Diagnostic, Sport England. Based on Active People Culture data collected between April 2008 and April 2009

4.3.2 Museums and Galleries The key findings relating to the use of museums and art galleries from the City Living Survey are as follows: • Usage: Four out of ten (41%) residents had been to a museum or art gallery in Birmingham over a twelve month period during 2006/07, with the number claiming that they were likely to visit in the next twelve months being 46%. Relative to other services, museums and galleries had the higher number of lapsed users, with 34% of residents having used this service but not within the twelve months prior to the survey. • Users: Selly Oak residents had the highest levels of usage at 57% and Ladywood and Sutton the lowest, both at 34%. Those visiting museums and galleries were slightly more likely to be in the ABC1 social group than C2DE, aged 34 to 44 years and slightly more likely to be of white ethnicity than BME. The Active People Diagnostic gathers data on the usage levels of museums or galleries in Birmingham across different socio-economic groups. It found that usage in Birmingham (43.6%) was substantially less than the national average (53.8%); a trend which was apparent across all socio-economic groups. In particular, compared to the national average, Birmingham residents in the lower socio-economic group, non white and 55 and over were much less likely to have attended a museum or gallery over the last 12 months.

25

Table 4.2 Proportion of adults that have attended a museum or gallery at least once in the last 12 months (2008) Birmingham

National

Male

44.2%

53.6%

Female

43.1%

53.9%

16-34

42.8%

52.5%

35-54

49.6%

58.3%

55 and over

38.0%

50.3%

White

49.3%

54.9%

Non white

32.0%

43.3%

Limiting disability

34.4%

42.5%


45.6%

55.7%


57.5%

62.5%


29.9%

40.5%


44.3%

55.2%

Total

43.6%

53.8%

Source: Active People Diagnostic, Sport England. Based on Active People Culture data collected between April 2008 and April 2009.

26

The Museums Libraries and Archives Council (MLA) conducts quarterly face-to-face surveys with a random sample of Birmingham Museum and Art 30

Gallery (BMAG) visitors at the central museum site . Visitor data (October 2007 – September 2008) was compared to the population of Birmingham to highlight key findings in respect of under-represented groups and core audiences. The research found that the demographic profile of the Birmingham museum audience differs from the national profile, in that they are more ethnically diverse and there is a higher proportion from the local community but there are fewer families. It is important to note, however, that only 30% of visitors lived within the Birmingham Local Authority area so this analysis is based on a much wider geography of visitors. However, in comparison with the Birmingham profile: • Under-represented groups: BMAG attracted a lower proportion of BME groups, especially from Pakistani, Indian, Bangladeshi and Black Caribbean communities. It also attracted a lower proportion of C2DE socio economic groups and a lower proportion of disabled people or people with a long term illness. However, there is evidence to suggest that BMAG has delivered projects that have successfully targets under-represented groups (e.g. Hair, How Arts is Made, and Art and Islam). • Core audiences: the following audiences are well represented in the museum's profile: schools; 16-24 year olds; families; and ABC1 socioeconomic groups.

4.3.3 Arts 31

Through focus group research, visits to the cinema were identified as the most popular cultural attraction among West Midlands residents . However, this study has not identified any further research into actual participation levels. The key findings relating to the use of theatres and concert halls from the City Living Survey were as follows: • Usage: Just over half of residents had been to a theatre or concert venue in Birmingham over a twelve month period during 2006/07, with the number claiming that they are likely to visit in the next twelve months being 57%. • Users: Usage was highest among residents of Selly Oak and Northfield (both 60%) and Edgbaston (57%) and lowest in Ladywood (42%), Perry Barr (46%) and Hall Green (48%). Usage was highest among those aged 35 to 64 years, those in the ABC1 social class and women. The Active People Diagnostic gathers data on engagement in the arts in Birmingham across different socio-economic groups. Usage in Birmingham (36.6%) was lower than the national average (45.2%); a trend which was apparent across all socio-economic groups. In particular, compared to the national average, non-white residents in Birmingham were mush less likely to engage in the arts than the national average for non-white residents, which in light of Birmingham's increasingly diverse population will be a concern for future cultural engagement.

30 31

MLA Exit Survey (Oct 2007 – Sep 2008), 2008, MLA Cultural Demand in the West Midlands, 2009, Culture West Midlands 27

Table 4.3 Proportion of adults that have engaged in the arts at least three times in the last 12 months (2008) Birmingham

National

Male

35.0%

41.7%

Female

38.1%

48.6%

16-34

35.8%

43.7%

35-54

37.3%

45.9%

55 and over

36.7%

45.9%

White

42.8%

60.7%

Non white

23.7%

43.9%

Limiting disability

34.9%

40.5%


36.9%

46.1%


49.2%

53.8%


24.5%

32.2%


36.2%

47.0%

Total

36.6%

45.2%

Source: Active People Diagnostic, Sport England. Based on Active People Culture data collected between April 2008 and April 2009.

28

The Regional Lifestyle Survey32 found that the best predicator of being a regular user of arts venues was found to be educational level (those with degree level qualifications were found to be twice as likely as to be regular arts users compared with those without), followed by ethnicity (Black and Asian respondents were found to be much less likely than white respondents to be regular arts users). It also found that having children under the age of 16 in the household reduced the chance of the respondent being a regular user of arts facilities. Despite relatively low levels of arts engagement in Birmingham, the Birmingham Opera Company has demonstrated that they are engaging with a diverse range of local participants. Figure 4.1 The Birmingham Opera Company The Birmingham Opera Company According to data gathered by the Birmingham Opera Company in 2008, 182 local participants were recruited and trained to perform in King Idomeneo. • There were 97 BME participants; • 51 participants were over the age of 55; and • 43 participants were aged 16-19 years old, 37 were BME.

4.3.4 Sport The City Living Survey found that the use of leisure centres, pools and sports facilities in Birmingham is at a good level. The key findings are as follows: • Usage: The usage level of council-run Leisure Centres over a twelve month period during 2006/07 stood at 52%, with the number claiming that they were likely to visit in the next twelve months even higher at 63%. • Users: Usage levels differ across constituencies, and are notably lower in Ladywood and Sutton Coldfield (43% and 39% respectively). Usage was similar among both men and women and among social groups, but is highest among 16-44 year olds and those with children. There was also equal usage among White and BME residents. • Non-users: Those less likely to use Leisure Centres were aged 45 and over, with usage among those aged over 65 particularly low at 21%. Those who have a disability were also significantly less likely to use Leisure Centres.

32

Regional Lifestyle Survey, 2005, WMRO and WMPHO 29

The Regional Lifestyle Survey also found that age, followed by degree-level qualifications and then long term illness was the best predicator of regular usage of sports/leisure centres. Those with children in their household were also more likely to be regular users of leisure and sports centres. Sport England's Active People Survey goes beyond identifying usage levels of sports facilities and looks at overall sports participation. The key findings from the 2008/09 Survey for Birmingham Local Authority show that it is performing below the national average in terms of participation in physical activity: • 17.9% take part on at least three days a week in moderate intensity sport and active recreation for at least 30 minutes in any one session, including recreational walking and cycling. This is below the national average of 21.6%. • 3.3% volunteer to support sport for at least one hour a week, which is below the national average of 4.7%. • 19.8% are members of a club, particularly so that they can participate in sport of recreational activity in the last four weeks, which is below the national average of 24.1%. • 14.8% have received tuition from an instructor or coach to improve performance in any sport or recreational activity in the last 12 months, which is below the national average of 17.5%. • 10.7% have taken part in an organised competition in any sport or recreational activity in the last 12 months, which is below the national average of 14.4%. On the whole, since 2005 these figures have remained fairly consistent. There has however, been a slight reduction in the proportion of individuals taking part in organised competitions. Data from the Active People Survey (2007/08) is also available for different population groups in the Birmingham Local Authority area. The data is set out in the following table and key findings include the following: • Gender: Male adults are more likely to have engaged in sport than females, almost twice the proportion of males engaged in at least three days of moderate intensity participation and over three times as many had taken part in organised competitive sport. • Age: The level of participation declines with age across all the sports indicators. The city also has a disproportionately large number of young people dropping out of sport and physical activity, just after leaving school or further education, which is of particular concern given the city's young profile33. • Ethnicity: White residents in Birmingham are slightly more likely than non-white residents to participate in more formal sports activities such as being a member of a sports club, receiving tuition or taking part in organised competitive sport. However, overall non-white residents are more likely to participate in at least three days of moderate intensity participation per week than white residents.

33

Birmingham Sport and Physical Activity Strategy 2009-2013, 2009, BSPAP 30

• Limiting disability: Participation among residents with a limiting disability is around half the participation rate of those without a limiting disability. • Socio-economic group: Across all of the indicators, individuals in NS SEC 1.1,1.2 and 2, followed by NS SEC 4, are more likely to engage in sport than those in other socio-economic groups. 34

• Deprivation: Areas with low levels of participation correlate strongly to areas of deprivation . On the whole, the trends in Birmingham largely mirror the national averages. The only exception is that nationally, white residents are more likely to participate in at least three days of moderate intensity participation per week than BME groups; the opposite is true in Birmingham.

34

Birmingham Sport and Physical Activity Strategy 2009-2013, 2009, BSPAP 31

Table 4.4 Sports participation (all adults in Birmingham LA) Indicator

Total

Male

Female

16-34 years

35-54 years

55+ years

White

Nonwhite

Limiting disability


NS SEC 1.1, 1.2, 2

NS SEC3

NS SEC4

NS SEC 5, 6, 7, 8

Proportion of adults that have taken part in at least 3 days x 30 minutes of moderate intensity participation per week

16.9%

21.1%

12.9%

24.5%

15.5%

8.5%

16.4%

18.1%

7.0%

19.0%

20.4%

14.8%

16.2%

11.7%

Proportion of adults that have provided at least 1 hour of volunteering to support sport per week

3.6%

5.0%

2.3%

4.1%

3.8%

2.9%

3.8%

3.3%

2.0%

4.0%

4.8%

2.3%

2.8%

2.4%

Proportion of adults that are members of a sports club

20.7%

25.5%

16.2%

24.8%

19.0%

17.2%

21.9%

18.2%

12.9%

22.4%

28.7%

17.7%

22.3%

13.1%

Proportion of adults that have received sports tuition or coaching

14.6%

15.1%

14.1%

20.1%

13.6%

8.2%

15.3%

12.9%

8.3%

15.9%

18.3%

10.3%

13.6%

8.9%

Proportion of adults that have taken part in organised competitive sport

12.6%

19.3%

6.2%

18.3%

10.1%

7.6%

13.6%

10.2%

6.1%

13.9%

15.8%

9.1%

11.6%

6.1%

Source: Active People Diagnostic, Sport England. Based on the Active People Survey 2, conducted between October 2007 and October 2008

32

The following map shows the levels of sports participation across Birmingham and highlights that the lowest levels of participation form a band through the inner city core of the local authority area. Research demonstrates that these low levels of participation coincide with high levels of deprivation. The band of lowest participation levels also reflects other themes such as low educational attainment, poor health, low employment and high crime35.

35

A New Delivery System for Sport in England and a New Partnership and Sport and Physical Activity Strategy to take Birmingham to 2012 and Beyond, BSPAP 33

Figure 4.2 Sports participation across Middle Super Output Areas (MSOAs) in Birmingham

Source: Sport England 34

4.4 Barriers to Cultural Participation Cultural Demand in the West Midlands36, which investigates residents' and visitors' perceptions and demands in relation to the cultural sector in the region, states that it is clear that people consume culture in order to relax, entertain themselves or to learn new things. Numerous drivers of cultural engagement were identified during this research, which include core drivers such as escapism from work and subsidiary drivers such as proximity, new attractions and affordability. For the most part, findings show the perception is that provision of cultural amenities and opportunities in the region is adequate; where there is low participation levels this was felt to be as a result of several factors including a ‘lack of a culture of culture’, feelings of exclusion, mobility and accessibility issues as well as life stage, all of which can constrain personal participation. Several generic barriers to consumption were identified by both residents and visitors during the course of the fieldwork, these included: • High cost of participation; • Lack of awareness of amenities and attractions; • Lack of free time; • Perceived cultural elitism; • Public transport deficiencies / issues of distance; • Age and lifestyle barriers; • Various aspects of facilities/infrastructure. The research included focus groups with residents of Birmingham. People in these focus groups felt that children living in deprived areas and those from low-income families missed out on cultural experiences such as school trips to museums and theatres because parents could not afford to contribute towards the cost. Birmingham residents also explicitly referred to cultural elitism as a barrier to participation. In addition, there was a suggestion that perceived ‘high culture’ (typically that which is more expensive), such as theatre, classical music and world music is somehow only for the urban, sophisticated and wealthy middle classes. Research also suggests that Birmingham's ten constituencies do not have the cultural venues which would be associated with towns of a similar size, suggesting that a lack of local facilities may be a barrier to participation. The scale of the City also puts a large proportion of residents outside the normal 37

drive-time for major international cultural attractions .

36 37

Cultural Demand in the West Midlands, 2009, Culture West Midlands Birmingham: UK City of Culture 2013. Bid Submission, 2009, Birmingham City Council 35

4.4.1 Libraries According to the Annual Opinion Survey (2008), which is led by Be Birmingham, explores the use of and satisfaction with elements of public service delivery, perceptions of local communities and challenges facing the city. The survey revealed that over half of Birmingham residents were satisfied with library services, but 5.24% were dissatisfied and 20.27% did not know whether they were satisfied or dissatisfied. People aged 18-24 and those that are unemployed were most likely to be dissatisfied but retired people and those with limiting disabilities were most likely to not know whether they were satisfied or dissatisfied with library services. The City Living Survey identified a number of further barriers to using libraries: • The main barrier to using libraries was that people preferred or had the ability to get books from other sources, for example second hand shops, catalogues, or swapping with friends. This was particularly the case among young residents (16-34 years) and also White residents. • Some commented that they were unlikely to visit libraries because they did not feel that they were inclusive. Not surprisingly, this was more likely to be the case among those with a disability and those of BME origin. They were also more likely to be resident in Ladywood and Edgbaston. • Other reasons were that people, particularly those aged 16-34, preferred to use the internet. There were also comments about the increasing variety of TV channels now available which meant that people had less time or less need to read. • Some respondents did not know where the library was, for example this was the case for 13% of Perry Barr residents, 13% of Ladywood residents and 9% of Edgbaston residents. • Library opening hours (i.e. closed after hours) were another barrier. • And finally, people felt that libraries were not child friendly. In addition to this, research conducted by the Birmingham Central Library found that the perceived barriers preventing young members of the BME communities accessing library services were: • Poor accessibility to and from the Central Library, including poor bus services, poor car parking facilities and poor bike rack facilities. • Accessibility within the Library. • Opening hours of the Library. • Image of the Library, both internally and externally. • Poor promotion of the Library. • The level of customer care, e.g. by security.

36

4.4.2 Museums and galleries According to the Annual Opinion Survey (2008) almost half of Birmingham residents were satisfied with museums and galleries, however 5.16% were dissatisfied. People aged 25 to 44 and 45 to retirement were most likely to be dissatisfied but over a third of people with limiting disability and of non-white origin did not know whether they were satisfied or dissatisfied. The City Living Survey found that the main barrier to attending museums and art galleries was that the exhibitions were not found to be appealing (33%). This was most commonly cited by residents in Sutton (59%), Hall Green (41%), Perry Barr (39%) and Hodge Hill (36%). Other barriers included not being inclusive (22%) and a lack of awareness (10%); particularly among residents in Ladywood (16%) and Yardley (9%). More qualitative research found there was confusion over whether people needed to pay to visit and the perception that they were not child friendly places. In order to further understand the barriers preventing under-represented and excluded audiences from visiting museums and art galleries, the BM&AG undertook qualitative research to identify the common barriers to entry for key target audiences38. The key findings were as follows: • General audiences: One of the barriers was the size of the museum and its status as an institution. However, this image is mismatched with the actual experience of visitors. There are also barriers in relation to the quality of the environment (e.g. displays, lighting, spaces). In addition the perception of cost may actually be a lot higher than the reality, especially as admission is free and cheap public transport is nearby. • BME people: Cultural barriers were particularly prominent. There is a mixed picture but generational differences and class were significant cultural and social factors, as well as ethnicity. • C2, D, E people: Time was often a barrier in terms of the duration of the visit and the opening times. A lack of interest, including a sense of a lack of relevance and a lack of understanding, was also a barrier. • Disabled people / families: Physical and sensory barriers exist, especially in relation to lift access, access to balconies, a lack of accessible toilets, and levels and formats of interpretation. The BMAG has also undertaken consultations with teachers39, plus parents and under fives40. The findings from these research pieces were as follows: • Teachers: Some of the main issues that teachers face when visiting a museum were having space for lunch, staff not being able to deal with teenagers, members of the public being intolerant of the needs of schools and pupils' understanding of appropriate behaviour in the museum.

38

As set out in the BMAG Audience Development Strategy Notes from Teachers Consultation Meeting, 2009, BMAG 40 Engaging Under 5's consultation report, 2009, BMAG 39

37

• Under fives: To encourage parents and under fives to visit to museums and galleries, there needs to be appropriate practical facilities (e.g. nappy changing, snack areas), a welcoming experience from staff who understand and can engage with this age group, plus appropriate and diverse interactive activities.

4.4.3 Art According to the Annual Opinion Survey (2008) almost half of Birmingham residents were satisfied with theatres and concert halls, however 4.87% were dissatisfied. Unemployed people and those aged between 25 and 44 were most likely to be dissatisfied with theatres and concert halls. However, over a third of people post-retirement, with a limiting disability or of non-white origin did not know whether they were satisfied or dissatisfied. The City Living Survey revealed the key barriers to visiting shows and concerts on offer in Birmingham. They include the following: • The lack of appeal of the shows and concerts on offer was the key reason that residents were unlikely to visit a theatre or concert hall. This was particularly evident among residents in Sutton (51%), Hodge Hill (42%), Hall Green (33%) and Erdington (36%). • Another barrier included not being inclusive (25%), for example some people also felt that theatres and concert halls were for more upper class people. • Cost (16%) was a barrier, which was most commonly cited by residents in Yardley (28%), Selly Oak (28%) and Hall Green (22%). • Some residents did not know where the venues were, including 12% of residents in Edgbaston, 9% in Selly Oak and 10% in Ladywood. • There were also barriers around feeling unsafe being out in the evenings, particularly among older people or parents who would be travelling home late on public transport with children. A sample of Black and Asian residents in Birmingham are also of the opinion that the region, and specifically Birmingham, lacks urban street festivals and similar community events where people from different backgrounds can come together to have fun and learn about each others' values and cultures41. The City Living Survey found that the main barriers to attending events, including cultural events such as Diwali, but also others such as Discovery Day, were a lack of awareness, particularly among BME residents (24%) or a lack of appeal, particularly among residents in Sutton (45%) and Perry Barr (40%). The Arts Council has also undertaken arts-based segmentation research, which identifies 13 different market segments. Each one provides a broad indication of likely patterns of participation amongst different socio-economic groups. The five most common segments among Birmingham residents, making up nearly two thirds of the population, are listed in the following table; the first three are also the most common across England as a whole.

41

Cultural Demand in the West Midlands, 2009, Culture West Midlands 38

Table 4.5 Arts based segments across Birmingham Birmingham

England

Wards that the segment is most prevalent in

Dinner and a show (some engagement)

19.5%

19.8%

Sutton Vesey (22.6%) Sutton Four Oaks (22.0%) Oscott (20.95)

Fun, fashion and friends (some engagement)

15.6%

18.3%

Sutton Vesey (22.7%) Sutton Four Oaks (22.3%) Sutton New Hall (20.9%)

Family and community focussed (some engagement)

10.0%

11.2%

Handsworth (12.8%) Sandwell (12.8%) Soho (12.3%)

A quiet pint with the match (not currently engaged)

9.7%

7.8%

Sparkbrook (14.5%) Washwood Heath (13.8%) Aston (13.6%)

6.7%

Small Heath (13.4%) Soho (13.0%) Sparkbrook (12.4%)

Time poor dreamers (not currently engaged)

9.3%

Source: Arts based segmentation research

The table shows that 'dinner and a show' is the most common segment across Birmingham. These individuals are typically middle aged and comfortably off. The arts do not play a key role in the everyday life of this segment and attending arts events is an infrequent, special occasion. They also have tendency to stick to the tried and tested arts such as live music events, theatre and musicals. 'Fun, fashion and friends' is the second most common segment in Birmingham, which is typically characterised by younger age groups, of which a third have children in the household. These individuals express an interest in the arts, typically having received encouragement to attend and participate in arts activities when they were growing up. Attendance is normally only once or twice a year and focuses on mainstream arts events. Those that fall within 'A quiet pint with the match' segment do not engage in the arts at all and watching TV is their favourite pastime. Typically, many of the individuals in this segment are approaching retirement. 'Time Poor Dreamers' are, however, much younger, with limited education and often from BME backgrounds, which would align closely with Birmingham's profile. These individuals do not currently attend arts events or actively take part in any creative activities but they do engage in popular culture by listening to music charts on the radio, going to the cinema and watching TV. 39

The key difference is that 'mature explorers' are under-represented in Birmingham when compared to the English average. Instead, Birmingham has a higher proportion of residents who are classified as being within the 'quiet pint with the match' and 'time poor dreamers' segments. Notably, these are the segments that tend not to be engaged in the arts; in total, 28.9% of Birmingham residents are classified in one of the four segments that are not currently engaged in the arts, compared to 22.3% across England. Only 7.6% of Birmingham's population was categorised as being highly engaged, whereas 8.3% of people across England were highly engaged. Full descriptions of each of these segments can be found in Annex Three.

4.4.4 Sport According to the Annual Opinion Survey (2008) almost half of Birmingham residents (49.60%) were satisfied with sport and leisure facilities but 9.23% were dissatisfied. Those that were unemployed were more likely to be dissatisfied than those in employment or training. People aged between 25 and 44 were also among the most dissatisfied groups. Over a third of retired people and people with limiting disabilities did not know their level of satisfaction with sport and leisure facilities. In comparison, the Active People Survey (2008/09) found that 61.9% of Birmingham residents were very or fairly satisfied with sports provision in their local area. Moreover, the 2007/08 Survey found that satisfaction levels were lower among younger adults (57.7% of 16 to 34 year olds), non-white residents (57.7%), those with limiting disabilities (57.1%) and those in NS SEC 1.1, 1.2, 2 socio-economic group (59.7%). The City Living Survey found that the main barrier to using council run leisure centres, pools and sports facilities was a lack of interest or lack of appeal of the activities. This was particularly evident in Hodge Hill (38%), Sutton (25%), Perry Barr (31%) and Erdington (29%). For some, there was a feeling that Leisure Centres did not provide a feeling of inclusiveness, for example visitors, more commonly White residents (17%) as opposed to BME residents (6%), cited feeling too old as a reason for non-use and particularly those with a disability (8%) cited not being fit enough as a reason for non-use. Other barriers included classes can be overcrowded; the building is run down; plus cultural, barriers, which were particularly prevalent among BME residents. It was thought for some time that factors such as disability, race, faith and gender were some of the most significant contributing factors to low participation in the city. However, research now suggests that location and circumstance are more likely to have a negative impact on participation in the city. For example, factors such as low incomes and poor sporting infrastructure in certain areas of the city are thought to be more significant barriers to participation 42

by typically under-represented groups . Further supporting this, although the city has over 500 voluntary sports providing wide ranging sporting and active recreation opportunities43, a low proportion of these has received National Governing Body Accreditation (or is working towards achieving this); currently Birmingham has just 33 ClubMark Clubs representing only 15 sports44. Many of the city’s current facilities – particularly its swimming pools – are also old and fall short of standards expected by modern day customers. The city also lacks a 50m pool which has been identified as a priority by British Swimming and Sport England and the city falls 42

Birmingham Sport and Physical Activity Strategy, 2009-2013, BSPAP Birmingham Sports and Physical Activity Strategy 2009 – 2013, BSPAP 44 ClubMark database, 2010 43

40

short of the national average of water space for swimming and aquatic activity45. This is particularly key given that at a national level, the sport that had the 46

greatest latent demand was swimming . Although the city has an army of dedicated and enthusiastic coaches, overall there are not enough available to meet the sporting needs of the city; it estimated that the number of coaches would need to double to satisfy this demand. There is also no one portal or 47

platform where sporting and physical activity opportunities can be effectively promoted . Sport England has also developed a market segmentation model for the English population (18+ years), which identifies 19 market segments that each 48

have distinct sporting behaviours and attitudes . The following map shows the distribution of the 19 segments across Birmingham. In particular, the central area is clearly dominated by the market segment 'Pub League Team Mates'.

45

Birmingham Sports and Physical Activity Strategy 2009 – 2013, BSPAP Active People Survey 2, Biannual results (mid Oct 2007 to mid April 2007) 47 Birmingham Sports and Physical Activity Strategy 2009 – 2013, BSPAP 46

41

Figure 4.3 Sports segments across Birmingham


42

In Birmingham, the following five segments are most common, making up 44.4% of Birmingham's population (compared to only 31.8% regionally and 28.0% nationally). With the exception of one segment (Segment 2), all of these segments suggest low levels of sports participation. Segment 9: Pub League Team Mates (Kev): 11.8% 11.8% of the population in Birmingham is categorised as Segment 9, compared to only 7.1% in the region and 5.8% at a national level. They are typically males aged 36-45 years old, they could be married or single and may have children. These individuals are less active than others in their age category, though they are likely to be part of a social club that does some physical recreation. They enjoy team sports, especially football and also combat sports or low intensity social activities such as darts or pool. These individuals are not interested in the arts but they do enjoy attending sporting events. They are heavy TV viewers and medium internet users. Segment 19: Retirement Home Singles (Elsie and Arnold): 9.4% 9.4% of the population in Birmingham is categorised as Segment 19, compared to 9.1% in the West Midlands and 8.3% at a national level. They are typically aged over 65 years, are widowed and retired. These individuals have the lowest participation levels of their age group, with health problems and disability being major inhibitors to activity. Those that do participate tend towards low intensity activities, such as walking, bowls or ballroom dancing. In their leisure time, these individuals enjoy dancing, listening to music and knitting. They are also heavy TV viewers. Segment 2: Sports Team Drinkers (Jamie): 8.4% 8.4% of the population in Birmingham is categorised as Segment 2, compared to 5.7% in the West Midlands and 5.4% at a national level. They are typically males aged 18-25 years, who are single and are vocational students. These individuals have the second highest participation rates across all types and key motivations include improving performance and being with mates. They enjoy watching and playing team sports, especially football. Fitness classes are not appealing to them, but combat sports, social activities and weight training would be. In their leisure time, these individuals are least likely to participate in the arts compared to their peers. These individuals are typically medium to heavy TV viewers, but also enjoy internet gaming and online social messaging. Segment 10: Stretched Single Mums (Paula): 7.6% 7.6% of the population in Birmingham is characterised as Segment 10, compared to 5.0% in the West Midlands and 3.8% at a national level. These individuals are aged 26-35 years old, single and either a job seeker or a part time low skilled worker. These individuals are the least active type within their age group. They are unlikely to be a member of a fitness or sports club, though may occasionally pay for an exercise class. They enjoy ten pin bowling and social activities, particularly those that are low intensity. They are unlikely to participate in team games or technical sports. These individuals are likely 43

to participate in a few arts activities, perhaps textile crafts or craft and design with the kids. They are also likely to visit the library often, to accompany the children rather than for her own interests. They are unlikely to regularly see live music events or go to the cinema due to childcare issues. These individuals are heavy TV viewers but do not have access to the internet. Segment 4: Supportive Singles (Leanne): 7.2% 7.2% of the population in Birmingham is characterised as Segment 4, compared to 4.9% in the West Midlands and 4.7% at a national level. These individuals are typically females aged 18-25 years old, they are likely to have children and be a student. They have the lowest participation rates of their age group but social activities, swimming and keep fit classes are popular. Outdoor activities, water sports and technical sports have low participation, mainly through apathy and cost restrictions. In their leisure time, these individuals enjoy participating in some arts activities to meet people and to take their children. These individuals are high TV viewers but low internet users. Sport England’s market segmentation model also identifies the barriers and motivations to taking part in sport amongst existing participants and those that they would like to see engage in more active lifestyles. Table 4.6 Barriers to sports participation in Birmingham Segment

% of Birmingham population

Barriers and motivations

Segment 9: Pub League Team Mates (Kev)

11.8%

They enjoy sport in general, but other motivations include training to compete, to meet with friends or to help with injury. Those who do no sport struggle with their health. Better playing facilities and cheaper entry may encourage more participation.

Segment 19: Retirement Home Singles (Elsie and Arnold)

9.4%

Safer neighbourhoods would encourage these individuals to walk more.

Segment 2: Sports Team Drinkers (Jamie)

8.4%

Better sporting facilities locally would encourage this type. People to do exercise with and

Segment 10: Stretched Single Mums (Paula)

7.6%

finding time are typically barriers. Motivations possibly include to lose weight or to accompany children. Improved transport, help with childcare and cheaper admission would encourage greater participation, although there is a general disinterest.

44

Segment

% of Birmingham population

Segment 4: Supportive Singles (Leanne)

7.2%

Barriers and motivations

Motivations include losing weight and to take the children. Key barriers are childcare, opening hours, and admission costs.


4.5 Key Findings 4.5.1 Demand for cultural facilities The following table has reviewed all the available evidence and has identified key trends across different cultural facilities and socio-economic groups in Birmingham. It is important to note that the table only provides a generic overview of demand but does demonstrate some clear patterns: • Compared to their respective national averages, visits to museums and galleries, participation in the arts and participation in sport are lower in Birmingham whereas library attendance is broadly in line with the national average. • Young and middle aged residents are most likely to participate in cultural activities whereas elderly residents are least likely. • BME residents are more likely to visit libraries than white residents; however the opposite is evident for visits to museums and galleries and the arts. • Lower socio-economic groups are less likely to use cultural facilities than those in higher socio-economic groups. • Ladywood and Sutton Coldfield are frequently the least likely to use cultural facilities whereas the constituencies to the south of Birmingham city centre are most likely to use cultural facilities.

Table 4.7 Demand for cultural facilities in Birmingham Libraries


Arts

Sport and leisure

Level of participation (compared to national averages)

Average

Low

Low

Low

Most likely to use facilities: Gender

Females

Male/Female

Females

Males

45

Libraries


Arts

Sport and leisure

Most likely to use facilities: Age (young, middle aged, elderly)

Middle aged

Young; middle aged

Middle aged

Young

Most likely to use facilities: Disability





Most likely to use facilities: Ethnicity (BME or white)

BME

White

White

White/BME

Most likely to use facilities: Socio-economic group (higher or lower)

Higher

Higher

Higher

Higher

Hodge Hill; Hall Green

Selly Oak

Selly Oak; Northfield; Edgbaston

None identified

Least likely to use facilities: Gender

Male

Male/female

Male

Female

Least likely to use facilities: Age

Elderly

Elderly

Young

Elderly

Least likely to use facilities: Disability

Limiting disability

Limiting disability

Limiting disability

Limiting disability

Least likely to use facilities: Ethnicity (BME or White)

White

BME

BME

White/BME

Least likely to use facilities: Socio-economic group (Higher or lower)

Lower

Lower

Lower

Lower

Yardley

Ladywood; Sutton Coldfield

Ladywood; Perry Barr; Hall Green

Ladywood; Sutton Coldfield

Most likely to use facilities: Geography

Least likely to use facilities: Geography

Source: ECOTEC analysis based on available secondary data and research

46

4.5.2 Barriers to cultural participation The following table summarises the key barriers preventing greater cultural participation in Birmingham. It is important to note that the table only sets out the barriers that have been identified in secondary research. They are therefore not necessarily the only barriers. The barriers that were particularly evident across all four types of cultural activities were a lack of inclusivity and a lack of interest. The research only identified health, childcare and organisation as barriers for participating in sport but further research would be required to identify whether these are also evident across other cultural activities. Table 4.8 Summary of barriers to cultural participation in Birmingham Barrier

Libraries


Lack of facilities

Arts

Sport and leisure

Groups where the barrier is most likely to be prevalent

All.

Those with disabilities; BME; children (families / teachers).

Lack of awareness

Lack of inclusivity / cultural elitism

Those with disabilities; BME; children; elderly; lower socio-economic groups.

All.

Inappropriate facilities and activities (e.g. quality and type of provision)

Cost (including perception of cost) Lack of time

Accessibility

All.

All.

(e.g. transport and opening times)

47

Families; lone parents; those reliant on public transport.

Barrier

Libraries


Arts

Sport and leisure

Families; those reliant on public transport; elderly.

Health / disability

Those with disabilities; elderly.

Childcare

Lone parents.

All.

All.

Safety

Lack of need / interest / understanding

Organisational (e.g. lack of people to participate with) Source: ECOTEC analysis based on available secondary data and research

48

Groups where the barrier is most likely to be prevalent

5.0 The Local Perspective 5.1 Introduction This section outlines the key characteristics of the four priority areas of Erdington, Hodge Hill, Ladywood and Perry Barr. Where data and research is available, it highlights the key findings in respect of levels of cultural demand and barriers to participation. Overall there is very limited bespoke research available relating to participation and especially the barriers to participation in the priority areas.

5.2 Priority Area Context 5.2.1 Socio-economic context The following table sets out the key socio-economic characteristics of the four priority constituencies of Erdington, Hodge Hill, Ladywood and Perry Barr. Table 5.1 Socio-economic characteristics of the four priority areas

Location

Wards

49

49

Erdington

Hodge Hill

Ladywood

Perry Barr

Located 5 miles northeast of the City Centre.

Situated to the east of Birmingham.

Situated on the northwest boundary of Birmingham.

The fourth smallest constituency in terms of area (2,198 hectares).

The second smallest constituency in terms of area (2,046 hectares).

Located to the west of Birmingham and includes part of the city centre.

Comprises four largely residential wards: Erdington, Tyburn, Kingstanding and Stockland Green.

Made up of the inner city wards of Washwood Heath and Bordesley Green, Hodge Hill, and Shard End.

Constituency Profile, 2009, Birmingham City Council 49

A total land area of 2,567 hectares makes it the third largest constituency in Birmingham. Includes part of the city centre, which lies in the Ladywood ward (along with the CBD) and partly in Nechells. Aston and Soho wards are more residential in nature.

It covers 2,487 hectares, representing the fourth largest constituency in Birmingham.

Comprises four, largely residential wards; Handsworth Wood, Lozells and East Handsworth, Oscott and Perry Barr.

Erdington

Hodge Hill

Ladywood

Perry Barr

Population50

The population is 92,526.

The most populous constituency, with a population of 112,573.



Age51

Slightly older population than the city average. 35% of the population are under 25 meaning Erdington has the fourth lowest proportion of young people when compared to other constituencies.

Around 41% of Hodge Hill's population are below the age of 25 (26.7% below 14) meaning it has the second largest proportion of young people in Birmingham.

Over 45% of the population are under the age of 25, which is the highest proportion of young people in the city. Nechells has a particularly young population; over 50% are below the age of 25.

Within the constituency, Lozells and East Handsworth has the highest percentage of under 25’s (47.9%) in the constituency and Oscott the lowest (30.65%).

The vast majority of Erdington's population are White (84.2%) with the remaining 15% being spit between Mixed, Asian and Black ethnicities. However, Stockland Green has a larger proportion of Asian and Black households.

Most prominent ethnic group is White (59.5%), however Asian residents also represent a significant proportion (32.5%), with the largest group being those of Pakistani / Kashmiri heritage.

Ladywood is home to the highest proportion of BME groups across the city: 40.5% are Asian, 17.3% are Black and 7% are classified as other. Residents of White ethnicity account for just 35% of Ladywood's population.

The split between White and BME groups in Perry Barr is almost even. 51.7% are White, 31.4% Asian, 12.6% Black, and the remainder a mix of other Minority Ethnic Groups.

15.8% of Erdington households were classified as 'lone-parent' with this value being highest in

16.27% are 'lone parent' households with this percentage being highest in Shard End at

A high proportion of 'lone-parent' households with this figure standing at 18.5%, highest in

Proportion of 'lone-parent' households (13.3%) is below the city average of 13.5% but

52

Ethnicity

Lone parent households53

Bordesley Green has a particularly high proportion of young people whereas some parts of Shard End have a much higher proportion of those aged over 65.

Differences across the wards exist. Hodge Hill Ward and Shard End Ward are predominantly White (86.1% and 92.1%) whereas Bordesley Green is mostly Asian (62.2%).

50

Taken from constituency profiles, based on the Population Estimates for 2005 Statistical Wards, 2008 Census, 2001, Office for National Statistics 52 Census. 2001, Office for National Statistics 51

50

Less than 15% of the constituency's population are over the age of 65.

Oscott and Perry Barr wards are predominantly White whereas the dominant ethnic group in both Lozells and East Handsworth and Handsworth Wood is Asian.

Erdington

Hodge Hill

Ladywood

Perry Barr

Kingstanding (18.5%) and Tyburn (17.3%).

18.06%, well above the Birmingham average of 13.5%.

Soho (21.4%) and Aston (19.8%).

in Lozells and East Handsworth it is 18.12%.

Accessibility54

42.2% of the population do not have access to a car or van.

44.1% have no access to a car/van. Accessibility is highest in Hodge Hill Ward and lowest in Washwood Heath Ward.

56.1% of households do not have access to a vehicle. Aston and Ladywood wards have the lowest accessibility.

In comparison to the Birmingham average, households in the Perry Barr constituency have relatively high levels of accessibility with 63.6% having access to at least one car or van. However, accessibility in Lozells and East Handsworth is very low.

Limiting Long Term Illness 55 (LLTI)

21.5% of residents have LLTI, which is higher than the Birmingham average (19.7%). The less affluent wards of Tyburn and Kingstanding have the highest LLTI rates (23.1% and 22.4% respectively).

20.7% of the population in Hodge Hill are affected by LLTI.

19.6% are affected by LLTI, which is extremely similar to the Birmingham city average.

18.5% suffer from LLTI. Perry Barr ward has the lowest rate (16.4%) compared to 20.1% in Oscott.

Education56

42% of Erdington's working age population have no qualifications.

49% of Hodge Hill's working age population have no qualifications.

43% of Ladywood's working age population have no qualifications.

38% of Perry Barr's working age population have no qualifications.

66.4% of the working age labour force is employed which compares to 60% for Birmingham as a whole. This

Hodge Hill displays relatively high levels of unemployment with only 52.2% of the overall labour-force in employment. Female and

The employment rate in Ladywood is the lowest of the four priority constituencies at just 48.2%. The employment

The employment rate in Perry Barr stands at 58.8%. White males are considerably more likely to

Employment

57

53

Census. 2001, Office for National Statistics Census. 2001, Office for National Statistics 55 Census. 2001, Office for National Statistics 56 Census. 2001, Office for National Statistics 57 Annual Population Survey (Dec 2004 to June 2009), Office for National Statistics 54

51

Income

58

Deprivation

59

Erdington

Hodge Hill

Ladywood

Perry Barr

value rises to 68.7% for men and falls to 63.9% for women, and 58.7% for ethnic minorities.

ethnic minority workers show the lowest employment rates.

rate is lowest for women and ethnic minorities at 39.9% and 43.7% respectively.

be in employment than members of either the female and ethnic minority labour force.

The mean household income is £26,000. It is highest in Erdington ward (£29,000) and lowest in Kingstanding (£24,000)

The average household income in Hodge Hill is the lowest of the four priority constituencies at only £22,000. Households in Washwood Heath also have the lowest income of all the city wards (£19,000). Shard End (£25 000) households experience the highest average income in the Hodge Hill constituency.

The average household income in Ladywood constituency is £23,000 with this ranging from £20,000 in Aston to £30,000 in Ladywood.

Average household income in the constituency stands at £25,000. It is highest in the Perry Barr Ward (£27,000) and lowest in Lozells and East Handsworth (£21,000).

30% of residents live within the 5% most deprived super output areas (SOAs) in the country. Deprivation is particularly evident in Kingstanding which has a high proportion of 'hard pressed' households, but less so in Erdington, which has a mix of relatively affluent and less well off households.

60% of residents live within the 5% most deprived SOAs in the country. Washwood Heath suffers from extremely high levels of deprivation with 94% of the ward's population living within the 5% most deprived SOAs in the country. Areas that are 'hardpressed' are typically towards the north and east of the area. Hodge Hill is the most affluent ward with a large central area of 'urban prosperity'.

72% of Ladywood is within the 5% most deprived SOAs in the country. Aston and Nechells wards display the most acute deprivation although the entire population of Ladywood falls within the 40% most deprived areas. The vast majority of the constituency is characterised by 'hard-pressed' and 'limited means' households although there are small pockets of 'urban prosperity' in the city centre.

27% of the constituency live in the 5% most deprived SOAs in the country. Deprivation is particularly evident in Lozells and East Handsworth.

The table highlights a number of similar characteristics across the four areas, for example high levels of unemployment, particularly among BME communities and women, and high levels of deprivation. However, there are also significant differences across the priority areas. For example, although the four priority areas all have high proportions of BME communities, over half of the residents in Erdington and Hodge Hill are white, whereas in 58 59

Constituency Profiles, 2009, Birmingham City Council IMD, 2007 and Constituency Profiles, 2009, Birmingham City Council 52

Ladywood they are BME. It is also important to note that in some cases, significant differences within each of the priority areas exist. For example, the average household income in Ladywood ranges from £20,000 in Aston ward to £30,000 in Ladywood ward. Similarly, 30% of residents in the Erdington constituency live in the 5% most deprived SOAs in the country but in Kingstanding ward, this reaches 72%. Figure 5.1 illustrates comparative levels of deprivation across the four priority areas, based upon the Index of Multiple Deprivation 2007. Figure 5.1 Deprivation across the four priority areas

Source: IMD, 2007

53

5.2.2 Market segmentation Birmingham's market segments, which aim to explain the needs and preferences of different residents, can also be broken down to constituency level. They show that the dominant groups in all priority areas are likely to have low usage of sports and leisure and cultural facilities, particularly in Hodge Hill. However, Erdington and Ladywood are likely to have pockets of moderate and high users, respectively. Perry Barr has very mixed levels of usage, according to its population profile. Table 5.2 Market segmentation in the four priority areas Area

Most prominent groups

Use of sports and cultural facilities

Erdington

Group E: Families living with children in low value terraced houses.

Use of sports and leisure facilities is slightly below the Birmingham average and usage of cultural amenities is low.

Pockets of:

Hodge Hill

Ladywood

Group B: Younger families living in new private estates.

Moderate users of the sports facilities provided by the City Council but tend to take advantage of the parks and open spaces. By contrast their usage of museums is relatively infrequent.

Group I: Low income (largely white) families living in estate based outer suburban social housing.

Usage of cultural and leisure facilities is well below average, particularly with regard to sports.

Group F: Diverse (large) families, but mainly from South Asian origin living in privately rented inner city terraces.

Sports and cultural facilities are not extensively used, but these people do tend to take advantage of the open spaces and parklands in their neighbourhoods. They rely heavily on public transport to access facilities further afield.



Group J: Mostly white families living in homes bought from social landlords.

Fairly typical of the Birmingham population as a whole, taking advantage of the sports, cultural and recreational amenities provided by the City Council.

Group H: Diverse (younger) population with uncertain employments living in (estate based) social housing.

Do not tend to take advantage of the many sports, leisure and cultural facilities provided by the council.

Some areas of: Group G: Diverse young well educated

Tends to make quite high usage of the City Council's leisure and cultural amenities, in 54

Area

Perry Barr

Most prominent groups

Use of sports and cultural facilities

people living in areas of mobile populations.

particular the sports facilities and the theatres and concert halls. They also enjoy the use of the parklands and open spaces.

Group E: Families living with children in low value terraced houses.

Use of sports and leisure facilities is slightly below the Birmingham average and usage of cultural amenities is low.

Group C: Older white families living in traditional private housing in established neighbourhoods.

Tend to make more use of sports amenities, library facilities and parklands than of the more cultural facilities available within Birmingham.

Group F: Diverse (large) families, but mainly from South Asian origin living in privately rented inner city terraces.

Sports and cultural facilities are not extensively used, but these people do tend to take advantage of the open spaces and parklands in their neighbourhoods. They rely heavily on public transport to access facilities further afield.

Group J: Mostly white families living in homes bought from social landlords.

Fairly typical of the Birmingham population as a whole, taking advantage of the sports, cultural and recreational amenities provided by the City Council.



Source: Market segmentation in Birmingham

5.3 Demand for Cultural Facilities The following sections explore participation and attendance levels across different cultural facilities and different socio-economic characteristics within the priority areas. In particular, it focuses on identifying those that are most likely to engage in cultural activities and those that are least likely to engage in cultural activities. Overall, Hodge Hill, followed by Erdington, has the lowest usage level of cultural facilities; 43.66% of residents in Hodge Hill and 49.77% of residents in Erdington used at least one cultural facility in the 12 months prior to the 2009 Annual Opinion Survey. What is more, between 2008 and 2009, Erdington saw this figure decrease by 7.59 percentage points. In comparison, Perry Barr had the highest usage level; 64.14% of residents had used at least one cultural facility in the 12 months prior to the 2009 Survey.

55

5.3.1 Libraries The following table shows the frequency of library attendance among residents in the four priority areas. The cells highlighted in green show levels that have increased between 2008 and 2009 and the cells shaded in orange show levels that have decreased between 2008 and 2009. In 2009, use was highest in Erdington and Perry Barr. What is more, Erdington saw attendance levels increase significantly from 2008 from 2009, for example 49.55% of adults used a library in the 12 months prior to 2008 and this figure increased to 69.10% in 2009. On the other hand, Perry Barr saw a slight decrease in the proportion of adults using a library in the previous 12 months, from 47.29% in 2008 to 46.03% in 2009. Hodge Hill only has two local libraries (the lowest of the priority constituency areas) and on the whole, it has the lowest usage levels. What is more, there has been very little change between 2008 and 2009. Figures for use in the previous 12 months and use at least monthly both decreased slightly during this period but not as significantly as they did between 2007 and 2008. Table 5.3 Library attendance in the four priority areas Used daily

Used at least weekly

Used at least monthly

Used in previous 6 months


Erdington

3.66%

14.19%

27.74%

40.33%

69.10%

Hodge Hill

0.87%

4.38%

14.16%

25.46%

33.90%

Ladywood

0.49%

6.30%

23.51%

35.25%

42.72%

Perry Barr

1.30%

6.97%

26.34%

37.93%

46.03%

Source: Annual Opinion Survey, 2008 and 2009

The Annual Reports Database for Libraries records the number of visits to community libraries. Across all the libraries in the priority constituency areas, Erdington Library (2,998), followed by Small Heath Library in Ladywood (2,913) and Handsworth Library in Perry Barr (2,031) have the greatest numbers of weekly visits. Moreover, Small Heath Library has the greatest number of visits by young people aged 5 to 15 years old (1,245 visit per week). The Database also highlights the number of events and activities held within the libraries during 2008/09. It shows that across the four priority constituencies, the libraries in Hodge Hill have delivered a particularly high number of sessions, for example Ward End Library delivered the most sessions (327) and Shard End Library delivered the third most sessions (262). The average attendance at sessions was highest at Hawthorn House Library in Perry Barr (202.5), Ladywood Library (38.7) and Kingstanding Library in Perry Barr (30.9). Tower Hill Library in Perry Barr (75), Kingstanding Library in Perry Barr (75) and Spring Hill Library in Ladywood (73) have delivered the most sessions outside of libraries, but the libraries in Hodge Hill had the greatest average attendance at sessions delivered outside libraries. It is important to note, however, that there is no information on the nature of these events. Full data tables can be found in Annex Five. 56

Examples of the types of sessions delivered in libraries, which encourage local participation, are outlined below. Figure 5.2 Community Arts Project Community Arts Project The Ward End area has a very young community and family based activities at the Ward End library have worked well. Residents in the Hodge Hill area are less likely to access arts activities than residents in other constituencies and this may be because fewer activities take place in the constituency. In light of this, a six month programme of community arts was developed to explore the potential of using arts and culture to attract more users to Ward End Library. In total 686 participants attended the community arts sessions: • 209 adults attended; and • 477 children attended. • 25 participants were white; • 600 participants were Asian; • 25 participants were Black / Caribbean; and • 36 participants were classified as 'other' ethnicities. The Project Evaluation Report notes that "the ethnic make up of the community and the fear of extremism makes it even more important that activities are developed that bring communities together: sharing experiences and developing a better understanding of the cultural values present in the area". Source: Community Arts Project Evaluation Report

Figure 5.3 Urban Digital Urban Digital Urban Digital is a digital arts project, managed by Handsworth Library, which offers training and opportunities to develop creativity in film making and web design. The project ran from February 2008 until April 2008. • 14 Individuals attended the web design course • 19 individuals attended the film making course • Some people attended both courses • 7 young people attended an additional short film making course that was delivered at Hawthorn House Library. A range of ages, ethnicities and cultures took part. Participants ranged from a Somali girl aged 15 years to a white man in his late 60’s. There were a high number of African Caribbean men on the film courses as well as people from Mongolia, India, Pakistan and Africa. The Web Design course 57

appeared to attract more women. Source: Urban Digital Project Evaluation Report

5.3.2 Museums and galleries The following table shows the frequency of museums and galleries attendance among residents in the four priority areas. The cells highlighted in green show levels that have increased between 2008 and 2009 and the cells shaded in orange show levels that have decreased between 2008 and 2009. On the whole, in 2009, use of museums and galleries was highest in Ladywood (29.75%), which may be partly explained by its proximity to the city centre, which is home to many of Birmingham's most significant museums and galleries. Since 2008, Ladywood has also seen an increase in the usage levels of museums and galleries. In comparison, residents from the other priority constituencies have typically seen a reduction in attendance levels to museums and galleries between 2008 and 2009. This was particularly the case in Erdington, which saw the proportion of residents that had attended a museum or gallery during the 12 months prior to the survey fall from the highest rate across the priority constituencies (39.81%) to the lowest (16.81%). Table 5.4 Museums and galleries attendance in the four priority areas Used daily





Erdington

0.00%

0.36%

2.77%

11.56%

16.81%

Hodge Hill

0.00%

0.00%

3.30%

9.42%

17.75%

Ladywood

0.00%

0.77%

7.89%

22.29%

29.75%

Perry Barr

0.49%

0.00%

2.85%

20.85%

30.24%


5.3.3 Arts The following table shows the frequency of theatre and concert hall attendance among residents in the four priority areas. The cells highlighted in green show levels that have increased between 2008 and 2009 and the cells shaded in orange show levels that have decreased between 2008 and 2009. On the whole, Perry Barr has the highest usage levels (30.59%), which in most cases have increased very slightly between 2008 and 2009. In comparison, Hodge Hill has the lowest usage levels and these have decreased slightly between 2008 and 2009. Erdington has seen the most dramatic changes between 2008 and 2009, for example in 2008 42.06% of adults had visited a theatre of concert hall in the 12 months prior to the 2009 Survey, the highest across all priority constituencies, but in 2009, this had more than halved to 20.41%. 58

Table 5.5 Theatre and concert halls attendance in the four priority areas Used daily





Erdington

0.00%

0.36%

3.00%

14.37%

20.41%

Hodge Hill

0.00%

0.00%

2.53%

6.42%

14.23%

Ladywood

0.00%

0.37%

4.80%

15.68%

21.10%

Perry Barr

1.03%

1.03%

2.87%

20.01%

30.59%


Data gathered by the Birmingham Hippodrome shows that across the four priority areas, Ladywood had the greatest number of residents visit the Hippodrome during 2008/09, followed by Erdington and Perry Barr (2,022 residents from Ladywood, 1,697 residents from Erdington and 1,412 residents from Perry Barr). In comparison, less than a thousand residents from Hodge Hill visited the Hippodrome during 2008/09 (886 residents from Hodge Hill). The Arts Champion Scheme aims to let Birmingham residents get closer to the city's world class arts offerings. The Birmingham Opera Company and the Birmingham Hippodrome are both Arts Champions for Perry Barr and may have helped to influence the increase in the use of theatres and concert halls. Examples of the type of activities delivered through these organisations are set out below. Figure 5.4 The Birmingham Opera Company The Birmingham Opera Company Data gathered by the Birmingham Opera Company showed that across the six Idomeneo shows, 27 of the participants that took part in the eight week project were based in the Perry Barr constituency and 15 of these were new participants. Further presentations and performances also took place in Perry Barr which involved 93 participants, of which 60 were new participants60. A performance in One Stop Shopping Centre in Perry Barr attracted more than 400 people over the course of an afternoon.

60

th

Summary Activity Report 28 October 2008, Birmingham Opera 59

Figure 5.5 The Birmingham Hippodrome The Birmingham Hippodrome The Birmingham Hippodrome is Arts Champion for the Perry Barr constituency. In this role, they have created a number of projects designed to engage a diverse group of residents. Examples include the following: • Worked with 60 Rookery primary school children and 5 elders of Handsworth on an intergenerational project to create new songs inspired by Welsh National Opera’s Hansel and Gretal. • Worked with a group of 10 elderly residents of a sheltered housing scheme to create a singing troupe to perform for other groups of elderly people. The group also visited the Hippodrome to see Scrooge and Sleeping Beauty.

Grants for the arts also aim to help engage people across England in arts activities. Data for 2008/09 indicates that of all the priority constituency areas, Ladywood received the greatest value of grants (£1,317,585). In comparison, Perry Barr received £217,313, Hodge Hill only received £14,950 and Erdington only received £4,750. It is important to note that the geographical spread of these grants relates to where the artist or organisation is based rather than where the work takes place, but it does provide an indication of the level of arts engagement across these areas.

5.3.4 Sports The following table shows the frequency of sport and leisure facility attendance among residents in the four priority areas. The cells highlighted in green show levels that have increased between 2008 and 2009 and the cells shaded in orange show levels that have decreased between 2008 and 2009. Perry Barr has the highest usage of sports and leisure facilities (36.75%), followed by Erdington. With the exception of Perry Barr which has seen a slight increase in more frequent users of sports and leisure facilities, use of sports and leisure facilities has markedly decreased across the priority constituencies between 2008 and 2009. For example, in Erdington 47.49% of adults had used a sports and leisure facility in the 12 months prior to the 2008 survey whereas this had fallen to 32.13% in 2009. Despite initiatives such as 'Gym for Free' in Ladywood which increased regular usage of public gyms from 90 to 6,500 people per month61, it does not appear to have influenced the results of the Annual Opinion Survey.

61

Birmingham: UK City of Culture 2013. Bid Submission, 2009, Birmingham City Council 60

Table 5.6 Use of sports and leisure facilities in the four priority areas Used daily





Erdington

0.25%

7.07%

14.89%

25.71%

32.13%

Hodge Hill

0.35%

4.88%

10.73%

22.01%

29.71%

Ladywood

0.89%

6.03%

14.76%

21.22%

24.72%

Perry Barr

3.13%

14.04%

22.58%

30.18%

36.75%


The following table highlights the key findings from the Active People Survey (2008/09) across Birmingham and the four priority constituency areas. Overall participation figures from the Active People Survey do not entirely align with the findings of the Annual Opinion Surveys usage of sports and leisure facilities, for example participation in at least three days of 30 minutes of moderate intensity participation per week is highest in Hodge Hill (15.4%, compared with 17.9% across Birmingham). Across all of Birmingham's constituencies, Hodge Hill also has the lowest proportion of adults that provide at least one hour of volunteering to support sport per week and the lowest proportion of adults that have taken part in organised competitive sport. Similarly, Ladywood has the lowest participation levels across all of the city's constituencies. In comparison, volunteering levels in Erdington is the only instance where the priority constituencies perform above the city average (4.2% as opposed to 3.3%). The cells shaded in orange indicate a decrease in participation levels since 2007/08 and the cells shaded in green indicate an increase. The table shows that there have been mixed performances across all of the priority areas, with increases across some indicators and decreases across others. In particular, with the exception of Hodge Hill, the levels of participation in moderate intensity sport have fallen in all priority constituency areas.

61

Table 5.7 Sports participation in the four priority areas Area

Proportion of adults that have taken part in at least 3 days x 30 minutes of moderate intensity participation per week

Proportion of adults that have provided at least 1 hour of volunteering to support sport per week

Proportion of adults that are a member of a sports club

Proportion of adults that have received sports tuition or coaching

Proportion of adults that have taken part in organised competitive sport

Birmingham

17.9%

3.3%

19.8%

14.8%

10.7%

Erdington

12.8%

4.2%

16.8%

13.1%

10.7%

Hodge Hill

15.4%

2.0%

16.1%

8.7%

7.5%

Ladywood

12.0%

2.1%

14.0%

12.2%

9.4%

Perry Barr

14.5%

2.4%

19.2%

13.1%

8.3%

Source: Active People Survey, 2007/08 and 2008/09

5.4 Leisure Time Activities Research conducted on behalf of the Birmingham Museum and Art Gallery included consultations with Ladywood residents. It found that families, many of which were lone parents, said that their leisure time was mainly occupied by childcare. Young people tended to spend their leisure time socialising. Female Asian residents tended to spend their leisure time looking after children, housework as well as reading and shopping, whilst male participants were more likely to socialise or take part in some activity. Leisure time activities among the Afro-Caribbean group varied from clubbing to housework, largely depending upon age. One of the key conclusions was that Ladywood district residents are not one homogenous target market group; although all participants share the common characteristic of being resident in Ladywood, different groups displayed different attitudes and preferences towards Birmingham Museum and Art Gallery.

62

5.5 Barriers to Cultural Participation There is very limited bespoke research and data available on the barriers to cultural participation among residents in the priority constituency areas. A review of available research is set out below.

5.5.1 Libraries The Public Library Users Survey (PLUS)62 provides some insights into barriers preventing residents from using local libraries, predominantly relating to issues of access and quality. Across all libraries, some of the key findings are as follows: • Hawthorn House Library (Perry Barr) had the second highest proportion of people dissatisfied with library opening hours. • Over half of respondents (57%) thought that the attractiveness of the Shard End Library (Hodge Hill) was poor or very poor. • Birchfield Library (Ladywood) was most commonly described as not being easy to get to. • Small Heath Library (Ladywood) had the greatest proportion of people (10%) rating the choice of books as poor or very poor. • Overall, Birchfield Library (Ladywood) and Small Heath Library (Ladywood) had the lowest proportions of people rating the library as very good or good (77% and 79% respectively).

5.5.2 Museums and galleries Research63 conducted on behalf of the Birmingham Museum and Art Gallery included consultations with Ladywood residents. It found that knowledge and awareness of museums tended to be low and that the majority of participants tended not to visit museums on a regular basis. Families were positive about the free entry but negative about the content of the Birmingham Museum and Art Gallery which was seen to be boring. The stairs were also felt to be a barrier to visiting with children. Young people lacked understanding of the art and the advertising was felt to be unappealing to their age group, whereas the Asian group said that they would visit if there was something relevant to them. Participants in the older group, on the whole, tended to feel that Birmingham Museum and Art Gallery was for people other than them. Overall, the key barriers were that: • the exhibits were not relevant to respondents; • the exhibits did not change; • the staff were not welcoming; and • there was a lack of understanding of the exhibits.

62 63

Public Library Users Survey, 2009, Birmingham City Council Birmingham Museum and Art Gallery Non-Visitor Research, 2004, BMAG 63

5.5.3 Arts The Arts Council has undertaken arts-based segmentation research, which is based on data from the Taking Part and Target Group Index surveys. 13 market segments have been identified and each one provides a broad indication of likely patterns of arts consumption amongst different demographic groups, and equally likely barriers. The following table highlights the five segments that are most common across Birmingham and the four priority areas. Table 5.8 Arts Segments Wards

Birmingham

Dinner and a show

Fun, fashion and friends

(some engagement)

(some engagement)

19.5%

15.6%

Family and community focussed

A quiet pint with the match

Time poor dreamers

(not currently engaged)

(not currently engaged)

10.0%

9.7%

9.3%

(some engagement)

Erdington

Erdington Kingstanding Stockland Green Tyburn

20.0% 18.3% 19.7% 17.9%

17.9% 13.7% 15.3% 13.9%

9.0% 11.8% 9.7% 10.8%

8.6% 10.6% 9.5% 11.2%

9.5% 10.6% 10.4% 10.3%

Hodge Hill

Bordesley Green Hodge Hill Shard End Washwood Heath

No data 19.3% 18.3% 18.0%

No data 15.5% 13.8% 10.1%

No data 9.8% 9.7% 11.1%

No data 10.3% 11.9% 13.8%

No data 10.5% 10.0% 11.8%

Ladywood

Aston Ladywood Nechells Soho

16.8% 18.1% 17.0% 17.9%

9.2% 15.0% 11.1% 8.4%

11.0% 9.6% 10.6% 12.3%

13.6% 10.0% 12.1% 12.8%

11.8% 8.8% 11.1% 13.0%

Perry Barr

Handsworth Wood Lozells and East Handsworth Oscott Perry Barr

20.8% 18.5% 20.9% 21.4%

10.6% 7.9% 17.3% 17.9%

12.8% 12.8% 9.4% 9.7%

10.2% 13.1% 9.4% 8.1%

10.8% 12.1% 8.9% 9.1%

Source: Arts based segmentation research (green is the most prominent segment, followed by yellow, orange, red and purple)

64

The table shows that the 'dinner and a show' segment is the most common across Birmingham and all of the priority constituencies. The arts do not play a key role in the everyday life of this segment. Attending arts events is an infrequent, special occasion. Audiences also tend to stick to tried and tested arts such as live music events, theatre and musicals. As examples, it is particularly prevalent in the wards of Erdington, Perry Barr and Oscott, which are characterised by slightly older populations and higher household incomes than many of the other priority wards. Although this segment is the most common in the Ladywood constituency, this is to a lesser degree than in the other constituencies, which may in part be explained by its very young population. 'Fun, fashion and friends' is the second most common segment across all of the wards in Erdington, which is typically characterised by younger age groups, of which a third have children in the household. These individuals express an interest in the arts, typically having received encouragement to attend and participate in arts activities when they were growing up. Attendance is normally only once or twice a year and focuses on mainstream arts events. Wards in the Ladywood constituency are more likely to be home to residents that fall within the 'quiet pint with the match' segment, who do not engage in the arts at all and watch TV as their favourite pastime. Overall, residents in Ladywood appear to be more likely than those in other priority constituencies to not engage in the arts at all. The key characteristic of these segments is a limited interest in the arts. For the wards of Perry Barr (9.3%), Erdington (9.0%) and Oscott (8.9%), 'Mature explorers' was one of the top five segments. This aligns with the key characteristics of these areas; slightly older, predominantly white and comfortably off. Individuals in this segment typically attend art and craft exhibitions, street arts and carnivals. For many of them, their arts engagement appears to be driven by curiosity and spontaneity, for example they are happy to engage with arts opportunities when they come across them. They also enjoy visits to the pub, going to the cinema, doing DIY in and around the house, spending time on the internet and watching TV. They keep in shape by doing low impact exercise such as walking, swimming and jogging. Aston also had 'older and home bound' (9.3%) in its top five segments, who do not attend any arts events or engage in any creative activities. No further sources of information on the barriers preventing residents in the priority areas from engaging in the arts were identified.

5.5.4 Sport In line with Birmingham, the market segment that is particularly prevalent across the four priority constituencies is 'Pub League Team Mates', which typically include males aged 36 to 45 years old. They could be married or single and may have children. These individuals are less active than others in their age category, though they are likely to be part of a social club that does some physical recreation. They enjoy team sports, especially football and also combat sports or low intensity social activities such as darts or pool. For individuals within the Pub League Team Mates segment, health is often a barrier and better playing facilities and cheaper entry may encourage greater participation. 65

Perry Barr also includes a high proportion of 'Sports Team Drinkers' and 'Supportive Singles'. These segments are typically made up of young adults, aged 18 to 25 years, who are students. The location of Birmingham City University's campus in Perry Barr will no doubt have influenced this trend. Sports Teams Drinkers have high participation rates and combat sports, social activities and weight training would appeal to them. Sports Team Drinkers tend to require better sporting facilities in order to boost their level of involvement. In comparison, 'Supportive Singles' have the lowest participation rates of their age group but social activities, swimming and keep fit classes are popular. Birmingham City University has planned major investment in Perry Parr so these segments may become more prevalent in the future. In addition to a high proportion of adults that fall within the Pub League Team Mates segment, Hodge Hill also has a high proportion of 'Retirement Home Singles'. They are typically aged over 65 years, are widowed and retired. These individuals have the lowest participation levels of their age group but those that do participate tend towards low intensity activities, such as walking, bowls or ballroom dancing. On the whole, Hodge Hill has a very young population but there are parts, such as Shard End that have a greater proportion of those aged over 65 years old. In light of national trends moving towards an ageing population, this segment may also become more common in the future. Safer neighbourhoods for example have been found to encourage greater participation among the 'Retirement Home Singles'. Table 5.9 Sports segments in the four priority areas Area

Dominant segment

Erdington

Mixed

Hodge Hill

Pub League Team Mates (Kev) Retirement Home Singles (Elsie and Arnold)

Ladywood

Pub League Team Mates (Kev)

Perry Barr

Pub League Team Mates (Kev) Sports Team Drinkers (Jamie) Supportive Singles (Leanne)

Source: Taken from Constituency Profiles compiled for the Physical Activity Needs Assessment,

In addition, Sport England found that finding the time and people to do exercise with are typical barriers to participation in sport. 66

5.6 Key Findings 5.6.1 Demand for cultural facilities Demand for cultural facilities within the priority areas has been primarily drawn from the Annual Opinion Survey, supplemented by the Active People Survey for sports participation. A summary of the overall findings is set out in the following table and some of the key findings are as follows: • Theatres and concert halls have the lowest participation rates across all the priority constituency areas, followed by museums and galleries, whereas libraries have the highest participation rates. • When usage levels across the four priority constituency areas are combined, usage has decreased across all types of cultural facilities and most notably across sport and leisure facilities and theatres and concert halls. Notable exceptions to this trend are that library usage in Erdington and Ladywood have increased and Ladywood has also seen a slight increase in the use of museums and galleries. • Erdington has experienced some of the greatest changes in usage levels across all of the priority constituency areas. It has seen significant reductions in the use of museums and galleries, theatres and concert halls, and sports and leisure facilities but alongside this, use of libraries has increased dramatically. • Findings from the Active People Survey suggest very mixed patterns of levels of sports participation.

Table 5.10 Summary of cultural facility usage in the four priority areas Use in the previous 12 months (all priority constituencies)

Increase / decrease between 2008 and 2009

Libraries

40.74%

Decrease


23.77%

Decrease

Theatres and concert halls

21.57%

Decrease

Sports and leisure

30.75%

Decrease


67

5.6.2 Barriers to cultural participation There is very little research into the barriers to cultural participation that is specific to the priority areas. In particular, no specific research into the barriers preventing residents in the priority areas from engaging in the arts has been identified. Based on available research, the key barriers appear to mirror those evident at a national and city level, for example a lack of awareness of opportunities, a lack of interest, cost and other barriers to access. However, further research would be required to fully understand the barriers preventing cultural participation in these areas. Segmentation modelling by the Arts Council and Sport England does provide some insights into likely participation levels in the priority constituency areas. The dominant segments in the priority areas largely mirror those of the city as a whole, and support the evidence base relating to low levels of participation and its causes within priority areas.

68

6.0 Conclusions 6.1 Introduction This section highlights the key findings emerging from the research. It identifies shared issues and challenges across the cultural sector and highlights key information gaps.

6.2 Cultural Participation This research has identified a range of research and data on cultural participation. Across many of the cultural facilities, participation levels across different socio-economic groups in Birmingham have mirrored national trends, for example: • Females are more likely to visit libraries and engage in the arts but males are more likely to participate in sports. • Sports participation is greatest among young adults, whereas other cultural facilities tend to attract slightly older groups of people. Elderly people, however, have low participation levels across most cultural facilities. In Birmingham, 37.0% of residents are below the age of 25, whereas 14.5% of residents are aged 65 and over. • With the exception of libraries, BME groups (particularly those of Asian and Black origin) have lower participation rates than white residents for museums and galleries and for the arts. However, unlike the national picture, sports participation among BME groups in Birmingham appears to be similar to that of white residents, particularly in terms of less formal activity. In Birmingham 70.3% of residents are of white origin and the city has a high proportion of Asian residents, representing almost 20% of the total population. What is more, nearly 50% of the pupils in Birmingham's schools are BME. • Adults with limiting disabilities have lower participation rates across all facilities. In Birmingham, the proportion of residents with Limiting Long Term Illness (19.7%) is slightly above the national average. • 27% of the Birmingham population live within the 5% most deprived SOAs in the country and there is also a correlation between high levels of deprivation and low cultural participation rates. A number of future population trends for Birmingham are likely to further emphasise these disparities; for example ethnic diversity in Birmingham is forecast to increase meaning there will need to be an even greater emphasis on encouraging cultural participation among BME groups. In line with the national trend, Birmingham is expected to see a slight increase in the number of people aged 65 and above, but the city will also experience a significant growth in the number of young people. These two age groups have very different cultural requirements but striking a balance that meets both of these demands will become more important in the future. 69

In respect of different cultural facilities, the key challenges for Birmingham are to raise engagement levels in museums and galleries and for the arts, particularly among BME communities, who are currently engaged below the national average, and people more generally in more formal and organised physical activity. Compared to the city average, research shows that the four priority areas are performing poorly in terms of engagement across all cultural facilities. Low participation levels are particularly evident for theatres and concert halls and museums and galleries. On the whole, there is a trend for declining use of cultural facilities among residents in these areas. However, there are some notable exceptions, particularly in respect of library usage. Initiatives such as the Arts Champions Scheme are also helping to improve cultural participation. The research has identified a number of key barriers that prevent Birmingham residents from participating in culture. Although some barriers are more prevalent for different cultural facilities and different groups of individuals, recurring barriers include a lack of inclusivity and a lack of need or interest to engage. Other common barriers include: inappropriate facilities, particularly for children and BME groups; a lack of awareness; cost; and accessibility. Market segmentation analysis suggests that culture and sport are unlikely to play a major role in people's lives within the priority areas, and many of the barriers identified at a city-wide level appear to be amplified within these neighbourhoods, linked to their demographic make up. Further research would be required to test this.

6.3 Information Gaps This research has highlighted that a range of secondary research and data on cultural participation across Birmingham exists. However, notwithstanding this, there are a number of key information gaps, particularly in relation to the four priority areas. The key gaps include the following: • A lack of information on participation levels and barriers among children (under 16 years old) at both the city level and for the priority areas. • A lack of information on participation levels across different socio-economic groups within the priority areas. • A lack of research into the barriers preventing residents in the priority areas from engaging in cultural activities (and in particular differences between neighbourhoods). • A lack of data on the socio-economic profile of Birmingham residents visiting specific cultural facilities in Birmingham; instead it tends to focus on total visitor numbers. • Initial findings suggest that there is limited data on participation levels at facilities in the private and voluntary sector. It is important to note that this research has not reviewed the reliability and accuracy of the data sources, however in some cases, the sample sizes for data at a local level are small and therefore, further research could be undertaken to test and verify these findings.

70

The most suitable mechanism for addressing these gaps would be to conduct a number of resident surveys as follows: • Within Birmingham schools; • Within Birmingham's priority areas; • At key cultural facilities across Birmingham (including a sample, of public, private and voluntary managed facilities).

71

Annex One: Bibliography

A1

Document / data

Lead Organisation

Date

Description

Arts Awards

Arts Council

2010

Grants for arts awards by constituency.

Active People Survey

Sport England

2008/09

A sport and recreation telephone survey that provides robust data on sports participation at a local level.

Arts Audiences: Insight

Arts Council England

2008

Segmentation modeling that provides insight into how and why different kinds of people engage with the arts in England today. The segments are based on data from the Taking Part and Target Index Group Surveys. Provides national, regional and local breakdowns.

Arts Engagement in England 2008/09

Arts Council

2010

A review of the 2008/09 Taking Part Survey findings relating to arts attendance and participation.

Attracting Library NonUsers: What have we learned so far?

MLA

2008

Interpretation of data and research on library users and non-users. Much of the data has been drawn from the Taking Part Survey.

Attendance at Libraries

MLA

2007

Examines attendance of libraries during 2006/07.

Attendance of Museums and Galleries

MLA

2007

Examines attendance of museums and galleries during 2006/07.

ClubMark Database

Sport England

2010

A database of accredited sports clubs, which is updated monthly.

Culture on Demand: Ways to engage a broader audience

DCMS

2007

Summarises the findings of an extensive programme of research and consultation that explores cultural participation and barriers to engagement.

From Indifference to Enthusiasm: Patterns


2008

Explores how people attend the arts today, and the socio-demographic factors that have an impact on that attendance. It is largely based on data from the Taking Part Survey.

National

A2

Document / data

Lead Organisation

Date

Description

Headline Findings from the 2008/09 Taking Part Child Survey

DCMS

2009

An addition to the Taking Part Survey that includes interviews with randomly selected children aged 11-15 in the households surveyed as part of the Taking Part Survey.

Increasing Attendance and Participation

MLA

2008

Overview of research on what works in the museum, library and archive sector.

Lapsed Participants

Sport England

2008

Qualitative research with informal and organised sport participants to understand what defined a good and bad sporting experience.

Market Segmentation

Sport England

Propensity to Engage Analysis


2008

Provides an indication as to where Local Authorities' propensity to engage might be expected to fall in relation to others It is based on the arts based segmentation modelling.

Regional Lifestyle Survey: An Analysis of cultural trends and usage in the West Midlands

Culture West Midlands

2008

Reviews the cultural data gathered through the Regional Lifestyle Survey (2005), which is the largest survey to take place across the region since the 2001 census.

Renaissance Museums: Who's visiting and who's not?

MLA

2007

A review of the annual visitor profile and satisfaction survey of Renaissance-funded museums.

Systematic Review of Literature on BME Communities in Sport

Sport England

2009

A review of existing literature and research relating to BME communities in sport.

of arts attendance in England

Development of segments that provide an insight into the sporting behaviours and the barriers and motivations to taking part amongst existing participants and those that do not engage in a very active lifestyle. The segments were created using data from the Active People and Taking Part Surveys.

A3

Document / data

Lead Organisation

Date

Description

Taking Part Survey

DCMS

2008

A continuous household survey of adults in England that has been running since 2005; respondents are asked about their engagement in culture, leisure and sport in the 12 months prior to interview.

Taking Part: the National Survey of Culture, leisure and Sport, Annual Report 2005/06

DCMS

2007

A review of the Taking Part Survey findings.

Taking Stock

MLA

2006

A review of the progress of the Renaissance programme between 2003 and 2006, including key achievements and key lessons.

Time Use Survey

Office for National Statistics

2005

A survey to measure the amount of time spent by the UK population on various activities.

Understanding Participation Among Recently Retired People

Sport England

2006

21 focus groups amongst older people who have recently retired to examine the underlying factors that determine recently retired older people's attitudes and propensity to take part in sport and physical activity.

Understanding Participation in Sport: What determines sports participation among 15-19 year old women?

Sport England

2006

Qualitative research, in the form of 75 interviews, amongst 15-19 year olds women that identifies factors that both encourage and discourage participation in sport and physical activity.

Understanding Participation in Sport: What determines sports participation among lone parents?

Sport England

2006

Qualitative research, through depth interviews and a workshop, to better understand the determinants of sports participation among lone parents.

Understanding the

DCMS (The

2009

Reviews existing data and research in order to identify the factors driving engagement in culture and A4

Document / data

Lead Organisation

drivers of, and value and benefits afforded by, engagement in culture and sport

Culture and Sport Evidence Programme)

Date

Description sport.

Regional / City Annual Reports Database for Libraries

Birmingham City Council

2009

Annual reports submitted by Birmingham's community libraries.

Birmingham Annual Opinion Survey


2009 / 2010

A survey that examines the use of and satisfaction with elements of public sector service delivery. 700 surveys were conducted for the 2008 Survey (published in 2009).

Birmingham Cultural Partnership Performance Monitoring Framework

Birmingham Cultural Partnership

2009

A review of options for the development of a performance monitoring framework to inform progress on the cultural targets contained within the Local Area Agreement (LAA).

Birmingham Museum and Art Gallery Audience Development Strategy, 2009 – 2013

BMAG

2009

A strategy to provide a framework for building and embedding audience development at Birmingham Museums & Art Gallery (BMAG). The strategy focuses on developing BMAGs under-represented and excluded audiences, connecting activity across all BMAG sites and service areas, and places this work in the broader social and cultural context.

Birmingham Museum and Art Gallery NonVisitor Research

BM&AG

2004

Consultation findings with residents of the Ladywood district of Birmingham concerning their level of awareness and perception of the visitor offer available at Birmingham Museum & Art Gallery (BM&AG) and their relative interest in visiting a range of potential differently themed exhibition galleries.

Birmingham Sport and Physical Activity Strategy, 2009-2013

Birmingham Sport and Physical Activity Partnership

2009

A strategy to encourage Birmingham to become the most active and successful sporting city in England.

A5

Document / data

Lead Organisation

Date

Description

City Living 10: Nonusers survey

BMG Research

2007

Summary of key findings from qualitative research that aimed to identify who non-users are and the main barriers, which prevent them from using council-run and council-funded leisure services and to gather intelligence in order to better understand customers’ perceptions and needs of leisure and culture services to make suggestions for service improvement in the future. Information is based on the NonUsers Survey Report (2007) and the Non-Users Qualitative feedback Report (2007).

Birmingham: UK City of Culture 2013. Bid Submission


2009

A bid submission for the UK City of Culture.

Cultural Demand in the West Midlands

Culture West Midlands

2009

An investigation of residents' and visitors' perceptions and demands in relation to the cultural sector in the region. Thirty interviews, plus ten focus groups; three of which were made up of Birmingham residents.

Culture, Sport and Tourism Background Paper

WMRA

2009

A paper that draws together relevant policy, strategy and technical information to help improve understanding of the Culture and Tourism issues examined in the RSS Phase Three Options consultation document.

Draft Summary Activity Report

The Birmingham Opera Company

2008

Participation data for performances and activities delivered by the Birmingham Opera Company.

Engaging Under 5's Consultation Report

BMAG

2009

Findings from two focus groups with Children's Centres' workers and parents / grandparents of children aged below five to explore their views of the BMAG.

Improving Participation of Muslim Girls in physical Education and School Sport


2008

Guidance to improve the access and participation of Muslim girls in physical education and school sport.

Mapping and Gapping Analysis of Cultural

BOP

2008

This research was undertaken as part of the Regional Spatial Strategy Phase 3 Review. It maps the significant cultural assets in the West Midlands and in so doing highlights gaps in the region's cultural A6

Document / data

Lead Organisation

Date

Assets in the West Midlands

Description offer.

MLA Exit Survey, Birmingham Museum, October 2007 – September 2008

MLA

2008

Survey of a representative sample of visitors to the Birmingham Museum.

New Delivery System for Sport in England and a New Partnership and Sport and Physical Activity Strategy to Take Birmingham to 2012 and Beyond

Birmingham Sports and Physical Activity Partnership

Sets out s delivery framework for Birmingham Sports and Physical Activity Partnership.

Market Segmentation


Creation of market segments using the Mosaic Public Sector profiles in order to understand the needs and preferences of customers to shape service delivery.

Notes from Teachers Consultation Meeting

BM&AG

2009

Key points arising from discussions with teachers and BM&AG staff.

Public Library Users Survey


2009

13,060 questionnaires on satisfaction with libraries.

Regional Lifestyle Survey

WMRO and WMPHO

2005

A survey to explore lifestyle, environmental and wider quality of life issues.

Summary Activity Report

The Birmingham Opera Company

2008

A review of activities delivered by the Birmingham Opera Company and participation levels.

Visitor Numbers

The Birmingham

2009

Location of Birmingham residents visiting the Birmingham Hippodrome. A7

Document / data

Lead Organisation

Date

Description

Central Library

2001

Qualitative research to determine the perceived barriers that prevent young members of Black and Ethnic Minority communities accessing the Library Services and how these can be removed.

Community Arts Project Evaluation Report


2008

An evaluation of the Community Arts Project at Ward End Library.

Constituency Profiles, Physical Activity Needs Assessment

Birmingham Sport and Physical Activity Partnership

Urban Digital Project Evaluation Report


Hippodrome What are the Perceived Barriers Preventing Young People from Black and Asian Communities Accessing Central Library Local

Constituency profiles developed as part of the Physical Activity Needs Assessment.

2008

An evaluation of the Urban Digital Project.

A8

Annex Two: Taking Part Survey

A9

National library attendance Group

Most likely to visit

Least likely to visit

Gender

Female (44.9%).

Male (34.0%).

Age

Use is relatively high for people under 16.

Use drops drastically among young adults (36.9% of 16-24 year olds).

25 to 44 year olds (42.8%) and 65 to 74 year olds (41.6%).

Over 75 year olds (36.0%).

Ethnicity

BME - Asian (52.6%); Black (44.2%); Other (48.1%).

White (38.7%).

Household structure

Households with children (46.9% of adults and children and 55.6% of lone parents).

Households without children (35.6% of households with two adults and no children).

Disability

No limiting disability (40.4%).

Limiting disability (36.4%).

Socio-economic group

Higher socio-economic groups (44.1% of higher managerial and professionals and 45.2% of lower managerial and professionals).

Lower socio-economic groups (31.)% of adults in routine occupations). Long term unemployed (38.1%).

Income

Lower incomes (44.7% of those that have no income and 41.4% of those that have an income of less than £9,999).

A10

Higher incomes (35.8% of those with an income of £50,000+)

Group



Education

A levels or above (46.4%).

No qualifications (28.5%).

Region

London (49.5%) and South East (48.5%).

Yorkshire and Humber (36.6%) and North East (40.1%).

Source: Taking Part Survey, 2008/09 (regional data is from the Taking Part Survey, 2007/08).

A11

National museum and gallery attendance Group



Gender

No significant difference (44.4% of males and 44.6% of females).

No significant difference (44.4% of males and 44.6% of females).

Age

25-44 year olds (49.3%).

75 years old plus (27.0%) and 16 to 24 year olds (38.9%).

Ethnicity

White (45.2%) and Mixed (49.0%).

Asian (33.9%) and Black (35.0%).

Women of BME origin make up around three quarters of all BME visits. Household structure

No significant difference between households with or without children.

Adults living in households alone (38.9%). Families, especially those with pre-school children.

BME and C2, D, E groups are more likely to visit with children. Disability

No disability (47.1%).

Disability (34.4%).


Higher (65.9% of higher managerial and professionals).

Lower (25.2% of those in routine occupations). Long term unemployed (22.2%).

Income

Higher income (69.6% of people with an income of £50,000+). More disposable income was a good indication of how much more inclined attendance would A12

Low income (37.9% of adults with an income of less than £10,000).

Group



be. Education

A level and above (58.7%).


Region

London (51.6%) and the South East (46.1%).

West Midlands (39.3%) and East Midlands (40.0%).


A13

National arts engagement Group

Most likely to engage

Least likely to engage

Gender

Females (63.3%).

Males (56.2%).

Age

45 to 64 year olds (62.9%).

65 years old and over (60.1% of 65-74 year olds and 45.3% of 75 year olds and over).

Ethnicity

Mixed (69.0%) and White (60.9%).

Asian (44.6%) and Black (49.3%).

Household structure

No significant difference between households with or without children.

Lone parents (54.7%). People with young children.

Households with two adults (62.5% of those without children and 57.8% of those with children) Disability



Higher groups professionals).

(74.9%

Disability (51.1%). of

higher

managerial

and

Lower groups (41.4% of adults in routine occupations). Long term unemployed (37.9%).

Engagement decreases steadily from higher to lower socio-economic groups.

Income

Higher income (77.0% of those with a household income over £50,000).

A14

Engagement decreases steadily from higher to lower socioeconomic groups. Lower income (56.0% of those with a household income of less than £10,000).

Group

Most likely to engage

Least likely to engage

Engagement decreases steadily as income decreases.

Engagement decreases steadily as income decreases.

Education

A levels and above (72.3%).


Region

South East (58.6% participated and 74.9% attended).

North East (43.1% participated and 57.0% attended).


A15

National sports participation Group

Most likely to participate

Least likely to participate

Gender

Males (26.7%).

Females (18.9%).

Age

16-24 years old (32.2%).

Elderly (14.8% of 65 to 74 year olds and 5.0% of over 75 year olds).

Participation declines with age. Participation declines with age. Ethnicity

Mixed (22.8%) and White (22.8%).

Other (14.1%), Black (21.1%) and Asian (21.4%).

Household structure

Adults with children (25.0%).

Single adult households (16.7%) and lone parents (19.8%).

Disability


Limiting disability (9.2%).


Higher groups (31.8% of higher managerial and professionals).

Adults in routine occupations (15.5%). Long term unemployed (15.3%).

Income

Higher income (34.8% of adults with an income of £50,000+).

Lower income (17.8% of adults with an income of less than £10,000).

Participation increases with income. Education

A levels and above (28.8%).


A16

Group

Most likely to participate

Least likely to participate

Region

South West (24.2%) and North West (23.3%)

West Midlands (20.3%) and North East (20.6%).


A17

Annex Three: Arts Based Segments

A18

Dinner and a Show: (national) characteristics Description

Comfortable with what they have acquired in life.

Dinner and a show (some engagement)

Progressed to a relatively high position in their work place and approaching retirement, they have accumulated sufficient wealth to enjoy the fruits of their labour.

Demographics

Slightly higher proportion of men than women. Aged 45-64. The majority live with their partners with no children in the household. Comfortably off, with an average education profile and a skew towards higher levels of education.

Leisure

Arts

Attendance at arts events in the last 12 months

Enjoy relaxing at home, watching the news and sport on TV, listening to the radio, reading books or the financial, sports and travel sections of the paper and spending time with their family.

The arts do not play a key role in the everyday life of this group.

43% attended a live music event (above national average).

Attending arts events is an infrequent, special occasion.

36% attended the theatre (above national average).

Physically active, some take part in sports such as football, rugby, boxing and golf.

Tendency to stick to the 'tried and tested' arts such as live music events, theatre and musicals with low levels of interest in other types of arts events.

28% attended a play / drama (above national average).

Spend time with friends and occasional outings take the form of relaxing trips to parks or gardens, or occasional excursions to theme parks and air shows, perhaps with the grandchildren.

A19

Low levels of active participation in arts activities.

19% attended an art exhibition (below national average). 16% attended a carnival (below national average).

Fun, Fashion and Friends: (national) characteristics Description

In the early stages of developing their career or just starting families.

Fun, fashion and friends (some engagement)

Relish seeking out new experiences and are willing to pay for quality.

Demographics

Majority (two thirds) are women. Skew to younger age groups, with two fifths aged 16-34. Three fifths live with a partner and a third have children in the household. Mostly white. Typically well educated, with two fifths holding higher educational qualifications.

Leisure

Make time for socialising with friends and partners at pubs, bars or over a meal. Pay attention to their fitness and exercise regularly by swimming, cycling, jogging or going to the gym. Keenly interested in fashion and shop regularly.

Arts

Express an interest in the arts, typically having received encouragement to attend arts events and participate in arts activities when growing up. Attendance typically consists of infrequent visits (once or twice a year) to more mainstream arts events, including musicals, pantomime and plays, rock or pop concerts and art exhibitions. Many also engage with creative hobbies in their leisure time, the most popular activities including painting or drawing, playing an instrument and textile crafts.

Average income profile, with a slightly higher proportion in managerial and professional jobs.

A20


Participation in arts activities in the last 12 months

44% attended the theatre (above national average).

26% participated in painting, drawing etc (above the national average).

42% attended a live music event (above national average). 38% attended a play / drama (above national average). 35% attended an art exhibition (above national average). 21% attended a craft exhibition (above national average).

24% played for own pleasure (above national average). 21% participated in textile crafts (above national average). 18% participated in computer art / animation (above national average). 14% participated in photography (above national average).

Family and Community Focussed: (national) characteristics Description

Family and Community Focussed (some engagement)

Demographics

Typically in their 30s and 40s, with a strong sense of community and family.

A higher than average proportion – just over a quarter – aged 35–44.

Having built a comfortable nest with their moderate financial means, their priorities lie with their children.

A higher than average proportion of adults work part time.

Typically moderate means, income, education and occupational profile.

Leisure

Spend a lot of their free time at home with their children and family. Enjoy entertaining people at home, with family or friends.

Almost half have children in the household, under a third having more than two children.

Arts


The arts are not a central part of their lives but they engage through occasional visits to family-friendly arts events.

61% attended the carnival (above national average)

Carnivals are by far the most popular, but they also attend musicals, pantomime and plays, craft exhibitions, street arts and culturallyspecific festivals Their attendance tends to be infrequent – an annual trip to the carnival for instance, or once or twice a year at other types of events.

A higher than average proportion live in rural areas. A higher than average proportion are from BME backgrounds, with a particularly high proportion from Asian backgrounds.

A21

29% attended other theatre, e.g other musicals, pantomines (above national average) 23% attended Play drama (average) 18% attended craft exhibition (average) 17% attended street arts/circus (above average)

Participation in arts activities in the last 12 months

15% participated in textile crafts (above the national average) 13% participated in computer/art/animation (above the national average) 12% participated in painting and drawing (below the national average) 9% participated in other live dance (above the national average) 9% participated in playing for own pleasure (below the national average)

A Quiet Pint with the Match: (national) characteristics Description

A Quiet Pint with the Match (no engagement)

Demographics

Many are approaching retirement or no longer working.

The majority of this group – two thirds – are men.

They are content with their lot in life and are not seeking change.

The majority live with a partner, with no children in the household

They are typically older, with a quarter aged over 65.

Leisure

Arts

They occasionally go out for a drink at the pub, and many also enjoy fishing. Overall, however, they prefer a quiet night in to going out and spend a lot of their free time at home.

Attending arts events or participating in arts activities is not a part of their current lifestyle of the and many describe themselves as not interested in ‘the arts’

They name watching TV as their favourite pastime.

They typically have limited financial means, a low level of education and work/used to work in routine or semiroutine jobs – half of them are not currently working.

They don’t go to arts events or do creative activities because they feel it’s not for them. They typically received a low level of encouragement to attend and participate in the arts when young.

A22

Time Poor Dreamers: (national) characteristics

Time Poor Dreamers (no engagement)

Description

Demographics

Leisure

Arts

Early or mid career, often juggling work and family commitments.

A younger segment, with two fifths aged 16–34.

Spend a lot of their free time out and about. They meet their friends in bars or pubs.

They engage with popular culture by listening to music charts on the radio (eg Hit 40 UK), going to the cinema and watching TV.

They are busy, budgetconscious and shortterm oriented, living in the moment while aspiring for more in their life and career in the future.

Two fifths – a higher than average proportion – have one or more children in the household. They are typically educated to a limited degree, are working full time in a routine, semi-routine or a lower supervisory job, earning an average salary.

They like shopping for bargains. Occasionally they might also go to the cinema. When at home they prefer to wind down and relax by watching TV.

Most live in urban areas. A higher than average proportion of this group are from BME backgrounds.

A23

They do not currently attend arts events or actively take part in any creative activities. The majority of them cite lack of time as their reason for not attending or participating in the arts – the arts are not a priority for them and do not naturally fit into their current lifestyle.

Annex Four: Satisfaction with Cultural Facilities

A24

Birmingham: Satisfaction with libraries Satisfied

Dissatisfied

Don't know

Male

54.69%

5.34%

20.37%

Female

55.48%

5.15%

20.18%

18-24

58.62%

6.69%

17.66%

25-44

57.14%

6.42%

15.05%

45 – retirement

54.10%

5.52%

21.33%

Post-retirement

50.97%

2.55%

28.46%

Limiting disability

46.78%

3.60%

32.3%


57.41%

5.75%

17.06%

White

55.59%

5.14%

20.48%

Non-white

53.59%

5.53%

19.90%

Working

60.47%

4.75%

14.86%

Training / education

62.11%

5.22%

8.54%

Unemployed

64.99%

9.96%

10.13%

Retired

50.65%

3.02%

28.39%

Total

55.10%

5.24%

20.27%

Source: Annual Opinion Survey, 2008

A25

Birmingham: Satisfaction with museums and galleries Satisfied

Dissatisfied

Don't know

Male

47.86%

4.90%

27.63%

Female

48.83%

5.40%

27.92%

18-24

49.69%

5.48%

27.92%

25-44

46.90%

6.17%

25.23%

45 – retirement

47.67%

5.87%

26.04%

Post-retirement

47.18%

2.70%

32.92%

Limiting disability

40.57%

3.78%

36.51%


48.96%

5.55%

25.36%

White

49.77%

5.04%

24.40%

Non-white

41.13%

5.47%

35.72%

Working

50.95%

5.01%

22.66%


56.25%

4.77%

21.63%

Unemployed

53.43%

4.58%

19.84%

Retired

47.21%

3.52%

32.47%

Total

47.32%

5.16%

27.67%


A26

Birmingham: Satisfaction with theatres and concert halls Satisfied

Dissatisfied

Don't know

Male

45.76%

4.95%

27.78%

Female

47.01%

4.80%

27.85%

18-24

49.04%

4.88%

27.76%

25-44

46.07%

5.84%

25.01%

45 – retirement

46.59%

5.31%

26.71%

Post-retirement

45.08%

2.91%

33.28%

Limiting disability

40.45%

3.35%

37.45%


47.88%

5.34%

25.27%

White

49.44%

4.96%

24.57%

Non-white

38.76%

4.68%

35.80%

Working

50.80%

4.64%

22.04%


54.06%

4.31%

21.16%

Unemployed

51.29%

5.55%

20.30%

Retired

45.56%

3.22%

33.28%

Total

46.4%

4.87%

27.82%


A27

Birmingham: Satisfaction with sport and leisure facilities Satisfied

Dissatisfied

Don't know

Male

52.01%

4.61%

22.20%

Female

47.35%

9.74%

25.75%

18-24

58.33%

9.71%

15.71%

25-44

52.89%

10.25%

17.58%

45 – retirement

48.02%

11.50%

23.19%

Post-retirement

41.55%

4.84%

37.60%

Limiting disability

38.28%

7.23%

38.05%


52.49%

9.86%

19.81%

White

49.57%

9.56%

23.84%

Non-white

49.39%

8.49%

23.11%

Working

56.19%

9.69%

16.24%


64.13%

9.05%

8.15%

Unemployed

56.10%

11.31%

10.31%

Retired

42.69%

5.72%

36.53%

Total

49.60%

9.23%

23.61%


A28

Annex Five: Library Attendances

A29

Library visits (2008/09) Library

Visits per week:

Visits per week:

Visits per week:

Total visits per

Average visits

Total active

0-4 years

5-15 years

16+ years

week

per hour

borrowers (08/09)

Erdington: Erdington Library

163

340

2,495

2,998

71.38

6,496

Erdington: Kingsbury Library

12

104

34

150

6.12

18

Erdington: Castle Vale Library

19

149

441

609

16.03

1,708

Hodge Hill: Shard End Library

133

338

450

921

27.9

1,665

Hodge Hill: Ward End Library

164

475

1,184

1,823

50.6

6,488

Ladywood: Aston House Library

70

325

576

971

27.0

3,057

Ladywood: Birchfield Library

58

298

473

829

21.26

2,619

Ladywood: Bloomsbury Library

29

219

255

503

14.8

1,140

Ladywood: Ladywood Library

2

10

37

49

8.2

73

Ladywood: Small Heath Library

160

1,245

1,508

2,913

80.92

6,488

Ladywood: Spring Hill Library

56

233

321

610

16.94

1,251

Perry Barr: Hawthorn House Library

15

82

158

255

10.2

1,207

Perry Barr: Tower Hill Library

96

188

938

1,222

33.0

3,117

Perry Barr: Handsworth Library

85

474

1,472

2,031

47.2

4,357

Perry Barr: Kingstanding Library

115

364

1,280

1,759

45.1

3,805

Source: Annual reports database for libraries

A30

Attendance at library events (2008/09) Library

Number of

Number of

Number of

Average

Number of

Number of

Number of

Average

sessions in

adult

child

attendance

sessions

adult

child

attendances to

libraries

attendance

attendance

s per

out of

attendance

attendance

sessions in

s to

s to

session in

libraries

s to

s to

libraries

sessions in

sessions in

libraries

sessions

sessions

libraries

libraries

out of

out of

libraries

libraries

Erdington: Erdington Library

330

4,139

2,291

19.5

44

200

1,102

29.6

Erdington: Kingsbury Library

4

24

94

29.5

0

-

-

-

Erdington: Castle Vale Library

150

590

1,494

13.9

48

181

431

12.8

Hodge Hill: Shard End Library

262

2,252

1,601

14.7

25

420

2,440

924

Hodge Hill: Ward End Library

327

2,243

2,555

14.7

12

135

114.4

88.3

Ladywood: Aston House Library

77

405

1,788

28.5

28

146

834

35.0

Ladywood: Birchfield Library

141

392

939

9.4

22

174

321

22.5

Ladywood: Bloomsbury Library

220

482

2,203

12.2

0

-

-

-

3

31

85

38.7

0

-

-

-

Ladywood: Small Heath Library

180

724

1,812

14.1

9

39

590

69.9

Ladywood: Spring Hill Library

119

574

2,264

23.8

73

216

749

13.2

2

205

200

202.5

2

0

95

47.5

Perry Barr: Tower Hill Library

104

1,347

1,827

30.5

75

429

1,232

22.1

Perry Barr: Handsworth Library

212

1,125

2,054

15.0

12

174

623

66.4

Perry Barr: Kingstanding Library

86

849

1,811

30.9

75

289

1,148

19.1

Ladywood: Ladywood Library

Perry Barr: Hawthorn House Library

Source: Annual reports database for libraries

A31

Sarah Jenkins Consultant ECOTEC Research and Consulting Ltd Vincent House, Quay Place, 92-93 Edward Street, Birmingham, B1 2RA Tel +44 (0) 0845 313 7455 Fax: +44 (0) 0845 313 7454 Email: [email protected]

A32