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Report 2012 www.createlondon.org


CREATE REPORT 2012

Contents Executive Summary 03 Projects: David Bailey’s East End 06 Frieze Projects East 08 CREATE Art Award: Ruth Ewan – Liberties of the Savoy 14 The Barking Bathhouse 16 CREATE Souvenirs 19 Urban Classic 22 London: Hidden City 24 Rio-London Carnival Exchange 26 You Me Bum Bum Train 28 Sacrilege 30 Prometheus Awakes 32 en route 34 CREATE Jobs 36

CREATE and London 2012 (LOGOG)

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Audience Monitoring Strategy

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Audience Analysis 43 Economic Impact 44 Budget 45 PR and Marketing 46 Future Planning

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Appendices: Background 57 Testimonials 58 Marketing 60 CREATE London - The Organisation Sponsors and Supporters

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Executive Summary

“…a responsible, ethical and desirable initiative…” New York Times

“A wealth of creative inspiration” Wired

“A quiet revolution in public art” The Financial Times CREATE delivered a fifth annual summer programme in 2012 across the six London Olympic Host Boroughs. The programme ran from 21 June to 31 October, and centered around 12 commissioned and co-commissioned projects. This report focuses on an evaluation of these projects. The 2012 programme was CREATE’s most significant and substantial programme to date, with over £1.3 million invested in new projects in east London. The following projects reached audiences of over 870,000 and actively involved over 95,000 participants.


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Executive Summary - David Bailey’s East End

- Rio-London Carnival Exchange

- Frieze Projects East

- CREATE Souvenirs

- The Barking Bathhouse

- You Me Bum Bum Train

- Jeremy Deller’s Sacrilege

- en route

- London: Hidden City

- Prometheus Awakes

- Urban Classic

- The CREATE Art Award: Liberties of the Savoy

As well as these core projects, this report also takes into consideration CREATE’s wider partner programme – a series of associated events and programmes delivered by leading east London galleries, theatres, arts organisations, local authorities, broadcasters and local festivals over the summer. CREATE worked to directly lever in significant programming and investment for east London in 2012, to the value of over £3 million, in addition to the core programme. This report includes reference to some of that leverage, focusing on projects and programmes which were delivered this summer as part of the London 2012 Festival and with the BBC. Overall, CREATE worked in partnership with the creative sector in east London to deliver and promote thirteen weeks of activity, which attracted audiences of 1.4 million. In a time of serious economic challenges and with the added pressure of the Olympics, the CREATE programme made a significant positive contribution to the promotion of east London as a cultural destination in the lead up to the Games. This included a special east London edition of Time Out a month before the Olympics, and a national, London-wide and international media campaign which reached 77 million people with a value of over £5 million. In helping attract overall audiences of over 1.4 million – largely in the month leading up to the Games – CREATE 2012 contributed a positive economic impact of over £23.5 million with over £5 million of this coming from visitors from outside east London. CREATE exists to spread the benefits of east London as home to Europe’s largest cultural quarter with the people who live here. CREATE aims to reach and actively involve residents from across the Host Boroughs and this year saw a significant rise with over 1.1 million local people engaging with the programme, with 83% of audiences drawn from local communities. Within CREATE’s own series of projects, over 50,000 local people actively took part through a range of participation activities, with approximately 20,000 taking part in long-term training, mentoring and creative workshop programmes. In addition to this, 136 local young people worked on CREATE projects as part of the CREATE Jobs programme. As well as the delivery of the summer programme, 2012 also saw a significant organisational shift for CREATE London. Underlining a commitment to securing the legacy of the organisation, CREATE secured Charitable Status in April 2012 and began trading as an independent Limited Company. A new board, chaired by John Studzinski CBE and supported by the Host Borough partnership is now steering the future of CREATE London. CREATE’s work, following the excitement and successes of 2012, lies in ensuring that the long-term benefits of connecting east London communities to this extraordinary cultural quarter are fully realised.


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PROJECTS


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David Bailey’s East End

6 July – 5 August

“With enough material here to think about for months, interesting and beautiful and full of rich allusions to other photographers, other artists, it’s a 50 year retrospective in all but name.” The Financial Times


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David Bailey’s East End David Bailey’s East End exhibition ran from 6 July – 5 August in Compressor House, Royal Albert Docks, following a successful private view on 4 July. Curated by the artist’s studio and Bailey himself, it featured many previously unseen photographs and concentrated on three eras: 1960s, 1980s and recent years, documenting the changing physical and social landscapes of the area through streetscapes, characters and scenes of east London life. The project was supported by the London Borough of Newham. This was the first time this historic industrial building had been used for an art project, and the transformation of the space where the exhibition was hung, lit and presented, together with the overall aesthetic, was well received by the public and press. Tickets were priced at £6, and were free for residents of Newham, to encourage attendance from the borough. Tickets could be booked in advance online or in person on the day, with audiences totalling 8,735. Special events for elderly residents of Newham took place and were hosted by CREATE Director, Hadrian Garrard, offering a chance for local people who remembered the areas and people depicted in Bailey’s photos over the decades to share their stories of the changes they had seen. The exhibition was heavily featured as part of CREATE’s 2012 media partnership with Time Out magazine, with two images being used for the front cover in the June special edition, supported by a six page interview with David Bailey, and the entire issue being dedicated to east London with other core CREATE projects featuring prominently. There was a wide variety of high profile press coverage of the exhibition including broadcast coverage on BBC (featured on Newsnight and The Culture Show), Sky and ITV as well as print and online editorial. Media coverage generated by the exhibition was valued at £3,861,477, and the PR reach was 50,238,950. The project was marketed via leaflets and posters, competitions, print advertising, website, social media and email with a particular focus on promoting the exhibition within the borough of Newham. A special photography competition, in partnership with Time Out, opened up the exhibition to potential audiences in an entirely new and interactive way as people were invited to submit their own East End photos. This was very successful gaining over 500 entries in just ten days. The ten finalists were voted for by the public ‘liking’ them on Time Out’s Facebook channel, yielding 3,215 likes, 231 shares and 118 comments. Merchandise was produced in the form of a set of limited edition collector’s postcards, a souvenir exhibition brochure and a souvenir canvas bag.


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Frieze Projects East

18 July – 26 August

‘…Frieze Projects East is a high point of the Cultural Olympiad…The installations are impressive and arresting, from the cheeky, outlandish intervention by British artist duo Anthea Hamilton and Nicholas Byrne that transforms the Poplar Baths…to Sarnath Banerjee’s witty, melancholic billboards dotted around Hackney.’ The Financial Times

‘…Frieze Projects East overall makes an important point – that public art need not be bombastic to make an impact.’ The London Evening Standard


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Frieze Projects East Frieze Projects East ran from 18 July – 26 August 2012 and formed part of the London 2012 Festival. The series comprised of six site-specific artists’ works specially commissioned for the Olympic and Paralympic Host Boroughs in east London. The series aimed to bring international artists’ work to local audiences in interesting and dynamic ways, inviting exploration and engagement. The programme was commissioned by CREATE and London 2012, and was curated and produced by Frieze Foundation’s Sarah McCrory. The commissioned artists were Can Altay, Sarnath Banerjee, Anthea Hamilton & Nicholas Byrne, Gary Webb, Klaus Weber and Ruth Ewan. To accompany Frieze Projects East, a series of workshops, talks and events were programmed in conjunction with local arts organisations. These events sought to extend the reach of the artists’ commissions across a number of different audiences.

COMMISSIONS Sarnath Banerjee: Gallery of Losers (Non-Performers, Almost Winners, Under Achievers, Almost Made Its)

Indian artist, Sarnath Banerjee produced a series of graphic illustrations that depicted failed forays into amateur sports, alongside better-known partial successes in Olympic history. The work was presented across all six Host Boroughs, over a six-week period appearing on billboards, posters, and local borough newspapers and selected hoardings. The artist gave a talk at Bow Arts Trust in July discussing his practice and the Frieze Projects East commission. The talk was organised in conjunction with Bow Arts Trust as part of their summer programme of events at the Nunnery Gallery.


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Frieze Projects East Can Altay: Distributed

Can Altay’s project was situated across a number of key buildings in Waltham Forest including Forest YMCA, Leyton Library and Waltham Forest Town Hall. The work consisted of twenty large, mirror ball-like sculptures placed on doors of these buildings. The sculptures were intended to be touched, used and handled by the local communities that live and work in Waltham Forest. Alongside this intervention, the artist interviewed local community members to discuss their relationship to public space and public art. A series of discursive pamphlets, in the tradition of William Morris, were published and distributed documenting these conversations. The newly refurbished William Morris Gallery opened to the public on the 2 August and provided a hub for Can Altay’s project. The gallery hosted an artists’ talk and workshop aimed at gallery visitors, local artists and project participants. A Family Day titled ‘Urban Explorers’ was programmed at the Gallery with Reach Out RCA – the Royal College of Art’s outreach programme. The Family Day extended the reach of Altay’s programme to a family audience and explored the main themes inherent in his work.


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Frieze Projects East Anthea Hamilton & Nicholas Byrne: LOVE

Anthea Hamilton and Nicholas Byrne’s artwork consisted of large brightly coloured, suspended and freestanding inflatable sculptures housed in Poplar Baths. Closed since the 1980s, Frieze Foundation worked closely with members of Tower Hamlets council to open up the building to the public for the first time in over twenty years. The artists’ installation drew directly from the site’s history and therefore included the visual languages of art deco inspired by the period in which the building was re-opened as a vibrant bathhouse, music hall and theatre. Taking on board the local interest in the Baths, Frieze Projects East organized walking tours of Poplar and the local area. The walking tours were led by local historian and archivist Gary Haines.


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Frieze Projects East Gary Webb: Squeaky Clean

Gary Webb’s artwork Squeaky Clean takes the form of an interactive public sculpture. A permanent commission, the artwork is situated in Charlton Park, Greenwich. Built from steamed wood, polished aluminium and cast resin, the work combines brightly coloured and large-scale public sculpture with elements of modular playground equipment. The work is aimed at local users of the park and the local community.


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Frieze Projects East Klaus Weber: Sandfountain

Klaus Weber’s commission presented a distinctive take on a traditional way to artificially ornament a site. Sandfountain took the form of a traditional three-tiered fountain but was engineered to propel sand rather than water. The work was housed in one of the old Sugarhouse Lane factories in Stratford, Newham, close to the main Olympic site. Working with the Newham based educational organisation Fundamental Architectural Inclusion, Frieze Projects East jointly programmed a film screening and walking tour of the local area. Aimed at both local and art audiences, the event considered the changing face of Stratford and its neighbourhoods. In addition, family workshops linked to Klaus Weber’s work were programmed by Reachout RCA and took place at Assemble’s Sugarhouse Studios in Stratford.


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CREATE ART AWARD: LIBERTIES OF THE SAVOY

“It was designed to empower and motivate the teenagers, some of whom had never visited central London.” The Evening Standard

“… one of the more edgy examples (of participatory art) to emerge.” The Spectator


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CREATE Art Award: LIBerties of the savoy Ruth Ewan’s Liberties of the Savoy project was the winner of the fourth annual CREATE Art Award. Produced by Frieze Foundation, the project was presented as part of Frieze Projects East and ran from May – July, engaging with over 200 young people across all six Host Boroughs. The project received both local and national press coverage. Ruth Ewan is a Scottish artist based in London, and is known for creating context or site-specific art projects that highlight the continued relevance of particular hidden historic moments to the present day. The artist often works with collaborators and participants to realise her projects, which are grounded in focused research into the social and political history of the site on which they are based. Liberties of the Savoy took the historical area once known as the Precinct of The Savoy in central London as its starting point. Young people were mentored over a two-month period to gain new skills, which allowed them to programme their own event in the Lancaster Ballroom at The Savoy. Schools were invited to participate in the project following consultation with A New Direction, a notfor-profit organization which focuses on bringing young people and education together with arts and culture in London. The schools involved in the project were: Lammas School and Sports College, Waltham Forest, George Mitchell School, Waltham Forest; Bow School, Tower Hamlets; The Jo Richardson Community School, Barking and Dagenham; Robert Clack School, Barking and Dagenham; Thomas Tallis School, Greenwich; and Stoke Newington School and Sixth Form, Hackney. Ruth Ewan paired creative mentors with particular schools, and each school was charged with organising one aspect of the final event. The mentors involved in the project included Martin Chiffers, Executive Pastry Chef at The Savoy; Lucy Woods, Music Promoter at Eat Your Ears record label; and Patrick Lacey from graphic design studio Abake. Lesson plans were devised by mentors in conversation with the artist and teachers, and aimed to develop key practical skills required to organise a large event, as well as asking young people to reflect on a key moment in the Capital’s history. The project culminated in a celebratory event on Tuesday 17 July when the young people were granted ‘Liberties of the Savoy’ for one afternoon. The event was exclusively for the participants and was covered by BBC London news. Permanent documentation of the project takes the form of a book copublished by CREATE and Book Works; and also a documentary film, screened at the Barbican in late October 2012.

To see video click here.


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The Barking Bathhouse

27 July – 28 October

“The Barking Bathhouse, a responsible, ethical and desirable initiative…a pioneering project for Barking.” New York Times

“Lounging the afternoon away on a shingle beach and sipping fruit cocktails after an indulgent massage are not the sort of activities usually associated with barking, east London. But in the far corner of a car park, on an inauspicious side street just minutes from the hubbub of the town centre, is a place where you can do just that.” Daily Telegraph


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THE Barking Bathhouse CREATE commissioned Something & Son to design and build the Barking Bathhouse, a unique new space that draws on innovative health, beauty and design practices. Built on the site of a derelict pub and former public bath, the Bathhouse consisted of 10 darkened, prefabricated, timber pods, reminiscent of farm buildings in nearby Essex and beach huts in Kent, containing massage and treatment rooms, a sauna, an ice room, a bar and a shingle beach. Something & Son are a design practice whose work reflects a shared passion for social enterprise, the environment, engineering and art. The practice created the hugely popular FARM:shop in Dalston, where a fully functioning farm has been created in a disused shop. Their approach to the Bathhouse was rooted in a long history of British inquisitiveness and experimentation, and reflects its passion for social enterprise and sustainability. The Barking Bathhouse brought art and the community together to transform an empty site in the centre of Barking into a new social space, aimed at embedding the health and wellbeing of locals and visitors into the heart of the project. The Bathhouse revived the spirit of Barking’s former bathhouse, which, before closing in 1986 after 87 years of operation, catered for the health of local people. The new structure was inspired by both 20th-century working men’s bathhouses and ultra-modern spas. Its raw aesthetic challenged traditional notions of luxury, whilst creating a peaceful space in which to relax. Furthermore, the Bathhouse’s pod-based design, prefabricated and assembled on site, was planned with the future in mind: now that the Bathhouse in its original location has closed, the pods will be relocated individually or together for continued use by the local community. Combining a spa with a bar, the Bathhouse consisted of a series of massage and treatment rooms leading to a traditional sauna and a cold room lined with ice blocks, which brought conventional bathhouse rituals into the experience. Massages, body treatments, manicures and pedicures were all offered, and Something & Son worked with local beauticians and gardeners to develop natural treatments that used produce from local allotments. In the relaxation area, spa visitors were able to socialise and sunbathe on loungers in seaside-inspired pebble bays under an open roof, whilst in the bar, they could sip healthy cocktails and smoothies under a canopy of cucumber vines that also provided the raw materials for the spa treatments. Local participation was embedded across all stages of the project, construction and programming. The Bathhouse was built over six weeks with local volunteers’ input, and Something & Son also built relationships with local businesses, colleges and residents groups. The project created eight local employment opportunities: two full-time managerial roles and eight part-time roles including bar staff, box office/bookings, venue spa manager, beauty and health therapists. The Bathhouse established kick-start business grants for four Barking and Dagenham based, beauty and health therapists, and provided regular mentoring support from a professional spa manager. The local therapists were not charged ground rent and 100% of income from treatments was returned to therapists. Work experience opportunities were provided for local beauty trainees at Barking and Dagenham College to gain experience working with Bathhouse spa professionals.


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THE Barking Bathhouse The Bathhouse provided a platform for, and collaborated with, local arts group Studio 3 Arts connecting with the Summer Sorted programme across photography, fashion and music workshops. Local community growing groups donated mint and sage for use in spa smoothies, the compost created by smoothie or juice pulp was then donated to local community gardening groups. The Bathhouse also supplied hard wood ashes from the sauna to community gardens to make soaps, with the first batch of soaps donated to the Barking Bathhouse for use in the spa. The Bathhouse spa and treatments were priced with local engagement in mind, with a 75% discount for local residents to ensure the spa facilities were accessible to all irrespective of income bracket. Central to the project was the exploration of changing people’s perceptions and attitudes toward wellbeing and the suggestion that healthy living is essential rather than a luxury. The total audience number for the Bathhouse was approximately 5,300. Over 43% of audiences that visited the Bathhouse were local residents. The Bathhouse was visited by a cross-section of the local community: over 65s, families, young people, students and young professionals, all enjoyed the services offered as well as audiences from outside the borough, across London and the home counties. Specific Women Only and Men Only sessions were programmed to ensure all members of the community could be comfortable within the spa facilities. Over the summer period, the Bathhouse also ran a varied events programme including laughter yoga, clowning workshops and comedy nights - reflecting its ethos of cultivating happiness and promoting wellbeing. The project PR has had an audience reach of 8 million and was featured in international, national and local press including: BBC London News, BBC Radio, The Daily Telegraph, The Guardian, New York Times, Evening Standard, Time Out, Design Week, Elle, Red, Esquire, wallpaper* and Barking & Dagenham Post. The Barking Bathhouse was featured as one of eleven projects selected as part of the Mayor of London’s legacy campaign ‘Gift of the Games’ alongside the Emirates Airline Cable Car and the ArcelorMittal Orbit. It was featured in posters across tube and rail stations, and the ‘Gift of the Games’ micro-site as a prime example of urban renewal. The project was originally scheduled to close on 16 September, but was extended until the end of October. We are currently exploring possibilities around its permanent situation in Barking. The project was delivered in partnership with the London Borough of Barking & Dagenham and the Mayor of London. The Outer London Fund, launched by the Mayor in 2011, is a three-year initiative dedicated to strengthening the vibrancy and growth of high streets and their environs.


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create SOUVENIRS

“CREATE Souvenirs are significant, and well-considered, they encapsulate a place and time and force us to consider what it means to commemorate.” New York Times CREATE commissioned design authority Thorsten van Elten to work with five leading east London designers and artists to create a range of affectionate, irreverent mementos that celebrate the area’s cultural heritage at this special time. As a welcome antidote to the throwaway mass-produced souvenir, these solidly crafted pieces, all proudly made in the UK, were commissioned to inspire fond memories for decades to come, and are aimed to support and celebrate east London design and UK manufacturing. The Souvenirs were priced between £9.95 and £75, and have been available to purchase from 21 June in selected shops including SCP on Curtain Road, the Barbican Centre shop, and online at theo-theo.com and createlondon.org.


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create SOUVENIRS Houses by Barnaby Barford Barnaby Barford created a set of five miniature, two-sided, bone china figurines, each depicting a different local landmark – homes, shops and a public house – on each side. Each of the 10 locations tells a fascinating story about east London history including a house on Cable Street, the scene of fascist clashes in 1936; E. Pellicci, an Italian café in Bethnal Green that has been in the same family for over 100 years; the Golden Pound pound shop; the Blind Beggar pub; and the former home of Benjamin Waugh, the founder of the NSPCC. Barford is known for reconfiguring found porcelain figurines to create more contemporary objects.

Cockney Rhyming Badges by Ed Carpenter Ed Carpenter designed a series of colourful gilt and enamel badges that celebrate the art of Cockney rhyming slang. Sold in sets of three, there are three collections available based on the subjects of food, work, compliments and profanity. Carpenter also designed the celebrated Pigeon Light.

Exercise Books by Donna Wilson Donna Wilson designed a set of three “exercise” books, with illustrations of people doing exercise, loosely related to this summer’s Games. Living and working in east London, Wilson is very familiar with its parks, lido and cyclists, and she shared tips for parks and pools on the books’ back covers. Wilson is known for her collection of knitted creatures and cushions, and was named Designer of the Year at the 2010 British Design Awards.


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create SOUVENIRS Sounds of Making by Dominic Wilcox Dominic Wilcox created a vinyl LP, itself pressed in Hackney, celebrating the act of making things and the unusually high number of skilled craftspeople based in east London. Sounds include: “The sound of making an outfit for Lady Gaga in Hackney”, “The sound of a book binder at work in Walthamstow” and “The sound of a record being pressed by a company which had to relocate from what is now the Olympic Park”. Wilcox’s previous work includes War Bowls, made from melted plastic army figures, and Watch Sculptures, which perch on the faces of wrist- and pocket watches.

Regent’s Domestic Bollard by André Klauser Canals have played an important role in the development of east London, and its canal-sides have recently become enormously popular for holding events, cycling or just lazing away a weekend afternoon. André Klauser created a multifunctional bookend/paperweight/doorstop based on the mooring bollards along east London’s canals. Klauser’s bollards were cast in solid iron by a foundry on Regent’s Canal, near Broadway Market, that has previously cast fences for the British Museum and the National Gallery. Klauser’s other work includes the Mechano, a chair inspired by the aesthetics of industrial shelving.


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Urban Classic

3 March, Barbican Centre 5 July, Waltham Forest

“Urban Classic saw the world of urban music given a classical twist by the BBC Symphony Orchestra…a truly amazing concert…” NME

“An unforgettable night, this collaboration is a complete one-off.” Trevor Nelson, BBC Radio 1


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Urban Classic Urban Classic provided the finale moment for CREATE’s three–year music strand, Young London: Into Music, that championed the next generation of east and southeast London’s young music creatives from those with a burgeoning interest in the music industry to emerging music professionals. The strand has supported the network of youth music organisations based in the Host Boroughs, which have established channels of reaching out to east and southeast London’s young communities, building their capacity and providing a outlet through which they can benefit from the Olympic and Paralympic Games in 2012. The Host Boroughs is Europe’s largest cultural quarter and home to the UK’s youngest population, with almost a fifth (17.6%) of the adult population having no educational qualifications. Our music programme reaches out to young east and southeast Londoners who may not have traditional routes into the sector, or who may be disengaged from education, employment or training, and offers alternative ways of learning. Young London: Into Music provided mentoring and work-based learning opportunities to build confidence, entrepreneurship and acumen, supporting progression into further education, training or employment for over 600 young people over the past three years. CREATE developed the partnership with the London Borough of Waltham Forest to deliver Urban Classic, a musical event that featured as part of Waltham Forest’s The Big 6 events. A genre-busting musical extravaganza, Urban Classic presented a unique performance bringing together the BBC Symphony Orchestra and contemporary pop musicians, all with their roots in London’s underground urban music scene: N-Dubz producer Fazer, multiple Brit and MOBO award winner Ms. Dynamite, Dagenham grime artist Devlin and MC Skepta. The performance celebrated the success of London’s urban music stars, moving from the underground to dominating the UK’s mainstream pop industry. The performance was conducted by Jules Buckley - fresh from last year’s celebrated collaboration with Basement Jaxx and the Metropole Orkest, the world’s largest full-time jazz-pop ensemble, where he is principal conductor. Urban Classic attracted an audience of over 9,000, with all tickets to the event free of charge. The audience was predominantly local, with tickets free of charge for local east London postcodes. Urban Classic was a highlight of the London 2012 Festival and was previewed at the Barbican on 3 March 2012 as a part of Music Nation, a nationwide weekend of live music events across the UK on 3 and 4 March 2012, and was broadcast live on Radio 1 and 1xtra to over 1 million listeners across the UK. Devised and led by the BBC, the weekend was the first nationwide countdown event to the London 2012 Festival. Urban Classic was produced by Bigga Fish and Serious, in partnership with the Barbican and CREATE.


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London:Hidden City

26 June, Barbican Centre 19 July, Sugarhouse Studios

“An ambitious, sensitively curated programme that engages with London on a much deeper level than the picture postcard part it’s due to play this summer.” Its Nice That CREATE commissioned three short films about east London, which each captured the area at a very significant moment in its history. The brief invited three filmmakers, artists and musicians the opportunity to explore east London on the eve of the London 2012 Olympic Games. The films, by Paul Kelly and Saint Etienne, Michael Smith and Wojciech Duczmal, and Eva Weber, trace the artists’ personal journeys through the Olympic Host Boroughs. London has been a source of influence, inspiration and curiosity throughout all the artists’ careers and the series London: Hidden City mixes fact and fiction, capturing the spaces between landmarks and the areas Londoners inhabit. London: Hidden City premiered at the Barbican in June, and was also screened at Sugarhouse Studios in Stratford. A series of Q&A sessions and public talks accompanied these screenings, and the films were also screened online.


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London:Hidden City Lost in London: Michael Smith and Wojciech Duczmal Lost in London is a love story between a person and a place. Michael Smith and Wojciech Duczmal have collaborated on several documentaries for the BBC, and this film is Smith’s personal and poetic response to the unique spirit of place that charges the East End, where he has lived for many years. Smith takes the viewer on a wander through the fabric of the city, composed of memories as much as bricks and mortar. It is a complex, bittersweet romance between an individual and his city. Michael Smith is an author, broadcaster and filmmaker and is best known for Citizen Smith, a series examining what it means to be English (BBC4, 2008) and Michael Smith’s Drivetime, a six-part road movie exploring the cultural impact of the car (BBC4, 2009). He has published The Giro Playboy (Faber and Faber 2006) and is a regular presenter on the BBC Culture Show. To see film click here.

Seven Summers: Saint Etienne presents a film by Paul Kelly In the summer of 2005, director Paul Kelly spent three weeks with the band Saint Etienne filming in the Lower Lea Valley. They captured an area that would soon be transformed from an industrial wasteland into the Olympic Park. At that time, it was still heavily polluted and largely deserted, but rich in history: the few square miles between Bow and Hackney Wick were the birthplace of the modern petrol and plastic industries. Now, the area is unrecognisable. Using new and unseen footage, Seven Summers looks back on what has been lost, what has been gained, and what the future holds for the Lower Lea Valley. Paul Kelly is a film director, author and designer. In collaboration with the band Saint Etienne, he has made three films: Finisterre (2002), What Have You Done Today Mervyn Day? (2005) and This Is Tomorrow (2007), as well as several of his own films, including Lawrence of Belgravia (2011).

Night, Peace: Eva Weber A contemplative study in movement and sound, Night, Peace takes the viewer into the London night to explore the eerie isolation and fragile peace of a nocturnal urban landscape that is imprinted with the echoes and resonances of daytime life. Beautifully composed imagery traces out a journey past sleeping buildings and empty tube trains, through reflections of light and shadow playing on the river, and soars high above the abstract maze of the city, as glimpses of spaces and lives normally invisible to us are revealed. Eva Weber is an award-winning filmmaker whose work includes the short documentaries The Intimacy of Strangers, City of Cranes and The Solitary Life of Cranes.


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projects : Rio – London Carnival Exchange

“Hackney’s streets…awash with colour and dancing rhythms, as samba dancers and fantastical floats snake their way through the borough.” Hackney Gazette The Rio – London Carnival Exchange began in December 2011 culminating in a variety of presentations at the Isle of Wight’s Blue Touch Paper Carnival in June, the One Hackney Festival in July, Notting Hill Carnival in August and the Mayor’s Thames Festival in September. The Exchange brought together over 500 UK and Brazilian Carnival artists in a unique commission created through local and global artistic and cultural exchange. It celebrated the passing of the Cultural Olympiad from London 2012 to Rio 2016 and was conceived to inspire a legacy of artistic collaboration between the British and Brazilian Carnival traditions. Funding and support for the commissioning of this programme was provided by: the London Organising Committee for the Olympic Games, the Arts Council of England, London, London Borough of Hackney and the Greater London Authority.


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Rio – London Carnival exchange

CREATE engaged Creative Producers, Artaha to facilitate the exchange and develop and deliver the overall programme. Renowned, award winning carnival designers, Renato Lage and Shademakers Carnival Club were commissioned to co-design, construct and bring to life Amas, Homage To Rio, a representation of a Rio float, presented as a live art installation for the London 2012 Festival at the One Hackney Festival Dance Nation’s Dalston and the Mayor’s Thames Festival. Keith Khan Associates, Artistic Directors of the One Hackney Festival Parade, were engaged to integrate the Rio Collaboration street carnival within the parade. In partnership with Lapa’s leading cultural arts centre, Fundição Progresso, CREATE co-commissioned the artistic collaboration between Rio street bloco bands Monobloco and Sargento Pimenta, and British Samba percussion squads Rhythms of the City and F-IRE Collective, to create a Rio Carnival street bloco and arrange and perform the live score to Homage To Rio. Embaixadores da Alegria (the Happy Ambassadors) collaborated with the Isle of Wight’s New Carnival Company and Shademakers, Horsham District Council and Cusp Inc. to develop the Blue Touch Paper Carnival, a programme that actively engaged and created opportunities for people with disabilities. London School of Samba, Emergency Exit Arts, Paraiso School of Samba and Tropical Isles Carnival Company collaborated with Embaixadores da Alegria and Fundição Progresso to develop skills in float and costume design and making, which were realised in the Samba and Carnival companies work that featured in the One Hackney Festival, Notting Hill Carnival and Mayor’s Thames Festival. Notably, Hackney’s Tropical Isles costumes and performances won first place on Notting Hill Carnival’s Children’s Day and second place on the Adult’s Day. The Exchange received local, national and international press and media coverage, including the Hackney Gazette and BBC London News. Local and international artistic collaborations continue, between: CREATE and Fundição Progresso, Rhythms of the City and Monobloco, ROTC and Shademakers, ROTC and Tropical Isles, Shademakers and Renato Lage, Embaixadores da Alegria and New Carnival Company. The total audience number was 1,265,000. This includes the following: Ryde Arts Parade* (Blue Touch Paper Carnival): 15,000 One Hackney: 103,000 Notting Hill*: 1,000,000 Mayor’s Thames Festival: 65,000 Olympic Park*: 80,000 BT Live: 5,000 * These audiences have not been included as part of our final audience figures.


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You Me Bum Bum Train

“It challenges your creativity, confidence and courage; allows the timid to find a voice, and extroverts to revel before a captive audience; and, perhaps more subtly, it prods at notions of control and trust. It’s a very special 45 minutes indeed: eye-opening, magical, memorable and utterly unique.” Time Out London *****


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You Me Bum Bum Train Kate Bond and Morgan Lloyd’s You Me Bum Bum Train returned to east London as part of CREATE 2012. This cult hit caused a sensation in 2010, when first commissioned by CREATE and the Barbican, winning the Evening Standard Theatre Award for Outstanding Newcomer and the Oxford Samuel Beckett Theatre Trust Award. The site of the production was Empire House, a 1970s three-story office block, in Stratford. It was decided not to run the show during the Olympic weeks as the logistics of travel for audience and the large cast would potentially have made the tight timing of the performance very difficult. The show ran 19 - 26 July and 15 August - 19 September with tickets priced at £20. You Me Bum Bum Train went on sale via the Barbican, one of the co-producing partners, selling out immediately with some tickets retained for purchase by local residents. In an exhilarating and participatory adventure, the sole audience member becomes a passenger journeying through a maze of live scenes. Due to the nature of the production, which inherently is about the audience member unaware of what will happen, we have chosen not to include further information about the experience. Young carpentry and building apprentices, and 76 CREATE Jobs programme participants helped to build sets and contributed towards the production. These people, coupled with the volunteers who created the live experience bringing the participatory audience total to 2,170. The production again received exceptional reviews and audience response, and is now set to tour independently. The production was produced by You Me Bum Bum Train and co-commissioned by the Barbican and CREATE. It was presented in association with Theatre Royal Stratford East, and supported by Arts Council England, Canary Wharf Group and Stratford Renaissance Partnership, and featured as part of the London 2012 Festival.


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Jeremy Deller’s Sacrilege

“Deller…offers the access to Stonehenge that English Heritage denies – with added bounce.” The Guardian


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Jeremy Deller’s Sacrilege Jeremy Deller’s Sacrilege was a life-sized inflatable replica of the British heritage and pagan site, and tourist attraction, Stonehenge. The project was the latest in Turner Prize-winning Deller’s exploration of art in public spaces and contemporary culture in all its forms, and was open to the public at each site. CREATE was instrumental in the germination of this project, developing the project with Deller in its early stages in 2009. CREATE contributed to commissioning Sacrilege with the Glasgow International Festival of Visual Art and Mayor of London, and assisted in the selection of locations in the Host Boroughs and secured the London premiere for Greenwich. Designed as a touring project, Sacrilege was launched in April at Glasgow International Festival of Visual Art (20 April - 7 May) before going on tour throughout the UK beginning in Camarthanshire, Wales on the summer solstice and taking in a total of 33 sites, 15 of which were in London. The east London sites, which were supported by CREATE were East Ham Central Park in Newham (7 August), Victoria Park in Hackney (8 August), The Waterworks Nature Reserve in Waltham Forest (12 August). Sacrilege finished in Preston on 9 September. This interactive bouncy artwork gained a great deal of press coverage, and was an extremely popular project attracting large audiences due to the unusual nature of the piece, the free open access and participatory, enjoyable experience available to people of all backgrounds and ages. Audience members in London followed Sacrilege to different sites bringing more and more people with them on each visit. The total audience number for the east London dates was over 15,000. A bespoke website www.sacrilege2012.co.uk was created, along with a Twitter account @sacrilege2012. This gained over 1,000 followers, with a high volume of hash-tagging activity under #sacrilege and #sacrilege2012. The main focus of the promotion of the project was on media coverage. There was a wide variety of high profile coverage of the project at the launch in Glasgow and further UK-wide coverage achieved when Sacrilege came to London and premiered in Greenwich. Media broadcast coverage included BBC News, ITV News, The Times and The Independent. Alongside CREATE, the project was supported by Mayor of London, Arts Council England, Creative Scotland and the Glasgow International Festival of Art. Sacrilege was also part of the London 2012 Festival.


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Prometheus Awakes

“There are no limitations here, just glorious liberation, as the performers fly across the sky and the world explodes all around them.� The Guardian


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Prometheus Awakes Prometheus Awakes was a one-off outdoor spectacle, an exhilarating reinterpretation of the legendary Greek myth premiered against the backdrop of Queen’s House in the grounds of the Royal Museums Greenwich, a world heritage site. The event took place on 22 June at 10pm lasting 45 minutes in a promenade production, launching the Greenwich + Docklands International Festival. Featuring an eight-metre high Prometheus, aerial acrobatics, giant puppets, mass choreography, digital projection, pyrotechnics, original music and special effects, the performance was created by Graeae, the boldly inventive, disabled-led theatre company, in collaboration with Catalan masters of visual magnificence, La Fura dels Baus. Co-directed by Amit Sharma and Pera Tantiñá featuring largescale, digital projections by Simon McKeown, choreography by Darshan Singh Bhuller and original composition by Jules Maxwell, Prometheus Awakes was the first ever large-scale, outdoor theatre production in this country led by disabled artists. Our financial support for this project focused on attracting disabled and non-disabled performers, who were recruited from local boroughs, participating as either part of the main cast or as volunteers. The promenade nature of the production meant that audiences could move around the site to view different elements of the production from a new perspective. The event attracted audiences of over 6,000. It was also well received with the large majority of the audience capturing parts of the performance on their mobile phones as photos or video and then going on to share these via social networking sites. Prometheus Awakes was co-commissioned by Greenwich + Docklands International Festival and Stockton International Riverside Festival, and was supported by the Royal Borough of Greenwich as part of The Greenwich Festivals and CREATE. It as also part of GDIF, London 2012 Festival, The Greenwich Festivals and CREATE. To see video click here.


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en route

“...A kind of euphoria and a breathtaking new perspective of the city.” The Independent


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en route en route was a promenade experience during which audience members, outfitted with MP3 players and mobile phones, went on a walking journey along the thoroughfares and back alleys of Stratford. The winner of the 2010 award for Best Theatre Production at the Adelaide Fringe, en route combined local music and snatches of narrative, musings, sound, dialogue and philosophy with the wanderings, observations and experiences of each participant. It took place between 26 June - 21 July with 60 performances and a capacity of 8 people per performance. Tickets were sold by Theatre Royal Stratford East and priced £15, £24 for two, and £30 for three. The audience number totalled 343. The production achieved a capacity of 72%. 9% of bookers came from E15 postcode with 12% of ticket purchases from Newham residents. There were also participants from the USA. Data suggests that a high proportion of ticket purchasers were new to Stratford East – perhaps as high as 80%. en route was presented by Theatre Royal Stratford East and produced by one-step-at-a-time-like-this and Richard Jordan Productions. Supported by the Victorian Government through Arts Victoria and the Australian Government through the Australia Council. Part of the London 2012 Festival.


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CREATE Jobs

Recognising the seriousness and complexity of youth unemployment, CREATE Jobs works to find new ways for young people to gain the key experience, knowledge and skills needed to move into job roles within the arts and creative sector. The organisation works directly with young people aged 18 - 25 years old who live in the Olympic Host Boroughs, connecting them with employers who provide positive and hands-on work experience, mentoring and jobs. Over the past year, CREATE Jobs has cemented a relationship with the Job Centre Plus 2012 team (the Get Britain Working team). We brief Job Advisors, meet unemployed young people, and broker work experience placements with arts and creative companies. Between November 2011 and August 2012, we supported 99 young people in accessing hands-on work experience in the sector, enhancing their employability and skills. With so many routes to work hinging on ‘who you know’ or whether or not you can afford to take a long-term, unpaid internship, CREATE Jobs is trying to level the playing field. A key success has been that 12 of the young people who were placed on work experience found work immediately following their placement. It proves that there is local talent, and our role encourages employer take up.


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CREATE Jobs

In addition to the Job Centre Plus work experience placements, CREATE Jobs also worked closely with host Borough schools introducing students to the great range of arts and creative career roles through: inspirational key notes (Nii Sackey, Bigga Fish), practical workshops sessions (Bow Arts Trust, Mztek, Young Film Academy), mentoring and two-week school work experiences. We recognise the importance of providing young people with a range of insightful opportunities at different age ranges, so that they can make more informed choices about how and what to learn and progress into. In 2011-12, CREATE Jobs worked with over 400 young people, 10 schools, and 40 organisations including: Impact Bow Arts Trust Whitechapel Gallery Arts Admin Shoreditch Trust Orange Dot You Me Bum Bum Train

Mztek

David Bailey Young Film Academy Jobs4Creatives Boy Blue WOH Productions Rolling Sound Spitalfields Music Arts Inform Hip Hop Shakespeare Whitechapel Gallery Urban Development Punchdrunk English National Opera Urban Development Discover Bigga Fish Theatre Royal Stratford East

Somethin’ Else

Specialmoves Margaret London Stratford Circus Big Dance Cornucopia Aardvark Films Arcola Theatre

Arts Council England

Invisible Dust

London College of Fashion

Streets United Frieze Foundation Barbican independent freelancers Geffrye Museum CREATE Jobs has secured funding from Job Centre Plus for 2012-13 and aims to place 125 unemployed young people in up to 8 weeks of work experience per person, and 50 young people into real jobs and apprenticeships. We will also be running mentoring and a ‘speaker in schools’ programme.


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CREATE Jobs Claudio Giambrone, Promotions Manager at Impact: “Absolutely, we’d recommend this experience to others! It’s great to have new faces and a fresh pair of eyes round the office. CREATE Jobs carefully chooses trainees that match our business needs.” Syara from Waltham Forest, undertook a placement at the Whitechapel Art Gallery before being offered part-time work there, said: “I felt I was really lucky to get the traineeship and I really wanted to get the experience for my CV, this will really help me in the future.” Frances living in Newham, was a mentee matched with an employee of Arts Council England, said: “My mentor definitely made me feel more confident. We worked on my CV so it was great to sit down and think about all the things I had done, it was good to hear the view of a professional; I got confidence from that.” Sarah Davies, Consultant for AND, Up Projects: “This programme is really interesting – I am a governor for a secondary school in west London and I can see that the students are really keen for more opportunities for understanding and developing career pathways outside of the prescriptive work experience options. Schools are seeking more opportunities to prepare their students for life beyond school and the Create Jobs programme, including mentoring, goes a long way to ensuring schools understand the cultural sector as a viable career path.” Harriet, from Barking & Dagenham, after her 8-week placement with Hip Hop Shakespeare said: “Thanks to the traineeship I’ve now got an amazing job as an admin assistant for the London 2012 team at Ticketmaster, which means I now work for the biggest entertainment company in the world, Live Nation.” The CREATE Jobs programme is delivered by A New Direction in partnership with CREATE. A New Direction connects children, young people and education with the best of arts and culture in London. We want to make London the leading city in the world for young people’s cultural and creative development. createjobs@anewdirection.org.uk. www.createjobslondon.org


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OUR WORK WITH LONDON 2012

7 Projects delivered by CREATE this summer were part of the London 2012 Festival. These were: - Frieze Projects East - Rio-London Carnival Exchange - Sacrilege - en route - Urban Classic - You Me Bum Bum Train - The Barking Bathhouse Of these, those marked in bold had financial support, and were essentially co-commissions between CREATE and London 2012. The other three projects were included in the London 2012 national press and marketing campaigns and carried the London 2012 Festival brand.


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our work with London 2012 CREATE, principally through Director, Hadrian Garrard’s, dual role as Creative Programmer for London 2012, had a formal role in shaping the London 2012 cultural programme for east London. This included working in collaboration with the BBC to propose the idea of the Radio 1 Hackney Weekender and broker the relationship between the BBC and the London Borough of Hackney. In response to concerns around the lack of free tickets to the Games for local people, we initiated the idea of a free music festival in Hackney and, with BBC executive Susanna Simons, proposed this to the then BBC1 controller Andy Parfitt, back in 2009. The idea was developed through research, a series of discussions and site visits to the Hackney Marshes with senior BBC executives before being presented to the Chief Executive and Mayor of Hackney early in 2010. We are proud to have brought about the biggest outdoor broadcast event in Radio 1’s history (also the biggest in BBC history), along with free tickets for over 70,000 local people and a social engagement programme, which included over 10,000 young people from the Host Boroughs. The event was an unqualified success and an international news story, giving the boroughs surrounding the Olympic Park a great positive PR boost in the lead up to the Games, and has opened up the potential for more major revenue generating events for the Hackney Marshes in the future. The BBC Radio 1 Hackney Weekender was part of a wider work-stream for CREATE in the lead up to the Games, wherein we worked closely with London 2012 and the Mayor of London to ensure that the programming and events surrounding the Games were sited in east London and involved and benefitted local people and creative organisations. Details of this work will be presented as part of London 2012’s detailed national evaluation. However, we were proud and happy to see the following realised: •

BT River of Music stages for over 25,000 people situated in Greenwich and the Tower

of London

The two permanent Live Sites for London situated in the Host Boroughs at Walthamstow

and Woolwich

BFI screenings of the restored Hitchcock archives at local venues including the Hackney Empire

The Mayor of London’s Secrets, Outer London Fund and Surprises programmes all seeing new work delivered in the Host Boroughs

East London based companies, including Crying Out Loud, Artichoke and Graeae all

commissioned by London 2012 and the Mayor of London to deliver stand-out events for

London during the summer

Programmes such as the Big Dance, NPG’s Road to 2012 and Tate Movie Truck all had a strong

presence in East London and involved local companies in the lead up to the Games

Permanent art commissions such as those on the Olympic Park, Gary Webb’s Squeaky Clean


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our work with London 2012

‘playground’ in Charlton, muf’s programme of interventions in Hackney Wick and Rachel

Whiteread’s Whitechapel frieze commissioned for the Host Boroughs as part of the Games •

Permanent cultural centres the White Building, Stour Space and Sugarhouse Studios established

in the fringes of the Olympic Park

Local schools, artists and communities performed and contributed to the hugely successful

Ceremonies programme

It is safe to say that we would of course have liked to have seen more investment into cultural programmes in east London, and more local arts organisations benefit as a direct result of the Games. However, we are proud of the above and recognise that the London 2012 Festival was a national programme of commissions, and that resources were never likely to match the level of expectation locally. The identity of the Games was closely connected to the creativity of London and particularly the diverse, young communities of east London; and CREATE’s work is now, in part, focused on building on that legacy and ensuring that the benefits to local people from the Games are realised. These include: •

The continuing growth of the digital and technology sector in east London - connecting this

sector to east London cultural businesses and ensuring that job creation and skills development

for local people is part of this growth

Contributing towards and enhancing the cultural identity of the Olympic Park and its

relationship to surrounding communities

Contributing towards the visitor economy generated through east London’s cultural and

creative sector

Increasing local peoples’ active participation in arts and culture, and their relationship with the

arts and creative sector

Contributing to the collaborative partnership spirit engendered by the Games, and developing

new partnerships and collaborations across the cultural sector in east London

Expanding CREATE Jobs to get more local young people into the industry


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Audience Monitoring Strategy

We continued to work alongside The Audience Agency (previously Audiences London) to use a robust methodology and best practice for audience monitoring and improve our understanding of CREATE audiences year on year, thereby capturing data effectively on who attended events, and gain information on the active participants of CREATE. The set of definitions around participation and engagement that we developed in 2010 were used once more. We agreed on a set of shared principles and templates to use for all future monitoring and evaluation of the programme, and made use of audience segmentation maps. Data was collected in a variety of ways, depending on what was most appropriate or possible for each project. These methods were: face-to-face surveying, a post event email with hyperlink to an online survey, paper surveys handed out at events for audiences to complete and return. All survey participants were offered the chance to win a signed David Bailey catalogue, and many face-to-face survey participants were offered a free CREATE tote bag by way of thanks. For the first time, face-toface evaluation was completed by Barbican Ambassadors, our partner the Barbican’s distribution and evaluation team, and managed by their Community and Engagement Manager in collaboration with CREATE’s Marketing and Partnerships Manager. It is essential for CREATE to have data to confirm that a balance has been achieved between local and visiting audiences from outside the local area. Information from audience analysis feeds into future planning and programming to help us realise the ambition of increasing engagement in the arts significantly, equally and incrementally across the six Host Boroughs, whilst also developing the visitor economy. Greater audience insight enables CREATE to target and appeal to specific audiences, as well as making more informed strategic choices about marketing budget spend.


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Audience Analysis CREATE attracted estimated audiences of 1.4 million this summer. CREATE’s long-term regeneration goals are key to how we target our audiences. CREATE seeks to attract audiences from the Host Boroughs, across London, the UK and internationally to develop economic benefits for local businesses and communities. Reaching and maintaining a local audience from the Host Boroughs is a key focus, and in particular, CREATE seeks to reach people who live locally but currently do not engage with the arts. The Host Boroughs have some of the most densely populated creative communities in the UK, but have comparatively low levels of adult engagement in the arts. The dual aim of CREATE is to develop participation opportunities for local people and support the economic development of the sub-region through raising visitor numbers. We specifically target areas of low participation in the sub-region, providing both marketing information and programming in areas with low participation rates. We target activity at hard-to-reach groups and explore new ways of getting people involved in line with our key objective to support Londoners in taking part in cultural activities. We encourage our partners and stakeholders (which include over 85 venues and local festivals) to concentrate on providing opportunities for visitors and local residents to actively participate in our programming. Participation and engagement are key criteria for the annual programme. 200,000 individuals actively participated in events this year through volunteering opportunities, workshops, curating opportunities, family activities and competitions. This is a 168% increase from 2011. Over 42,000* individuals have engaged in longer, pre-event participatory programmes - activities that took place in the lead up to the programme, including training, mentoring, event management, music production, performance skills, production and design, and performance training. The majority of the programme continued to be free, in line with our commitment to accessibility and attracting audiences that are less likely to engage in cultural activities. For events that were not free, ticket prices were kept low, and often made cheaper or even free for residents local to the event itself, for example Newham residents received free tickets for David Bailey’s East End, and residents of Barking and Dagenham paid just £2 for spa entry at the Barking Bathhouse. *This figure is based on 2011 calculations and on the total 106,000 audience participation figure across the whole programme.


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Economic Impact A snapshot study on the launch of the Cultural Olympiad in 2008 commissioned by the Host Boroughs Unit (and carried out by the University of East London) revealed that the estimated average individual visitor spends £16 per head, whilst visiting a single festival event. Based on estimated visitor and audience figures at CREATE 2012 events this year, we can assume that as a direct result of the CREATE 2012 programming, over £23.6 million was injected into the local economy. This is an increase of 30.8% from 2011 and has been calculated by applying a multiplier effect of 0.33 to the non-local visitor spending. The audience monitoring this year revealed that at CREATE 2012 events, 17% of those that attended were non-host borough visitors. It is fair to assume that non-host borough visitor spending amounted to approximately 17% of total spending across the events. Applying this logic and approximate proportion of non-host borough visitors, it can be concluded that of the estimated £23.6 million, nonhost borough visitor spending generated over £5 million for the local economy.


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Budget Following the success of CREATE11, CREATE secured over £1.83 million for the 2012 summer programme, representing a 151% increase from the £726,994 raised for 2011. The London Boroughs of Barking and Dagenham, Greenwich, Hackney, Newham, Tower Hamlets and Waltham Forest continued to provide essential operational support and funding, in addition to programming and strategic in-kind support. Significantly, CREATE’s continued success in securing both public and private investment, in the current precarious economic climate, clearly signals the strategic value that CREATE London delivers. In line with developing a long-term, sustainable and economical model, it is CREATE’s aim to increase revenue through a variety of different sources. This year we continued to develop our revenue stream, establishing a new earned income strand through product design sales. We continued to develop relationships with private sector partners and secured public sector investment in the programme. CREATE raised over 44% of funding from the private sector. The Arts Council of England (ACE) continued to provide significant support to CREATE London with 27% of overall funding. Arts Council London’s support continues to provide an essential strategic function in not only enabling the arts programme to develop and grow, but also to continue to support CREATE London securing continued private investment. CREATE continued its relationship with Deutsche Bank as main sponsor for the fourth year, providing significant and essential support for the CREATE 2012 programme. CREATE also maintained its relationship with the Bank of America Merrill Lynch, specifically funding the third year of the CREATE Art Award and also partnered for the second year with the Canary Wharf Group as a commission sponsor. The increased private sector investment has enabled us to considerably grow and develop. 65% of CREATE’s expenditure directly supported new commissioned work, and we partnered with and supported projects from organisations including Frieze Foundation, Barbican, and the Greater London Authority. In addition to directly raised income, CREATE leveraged over £4 million to bring high quality, artistic projects to east London in the special, Olympic year. CREATE’s core artistic programme leveraged over £1.5 million through working in partnership with the Barbican, London 2012, the BBC, London Borough of Waltham Forest, Theatre Royal Stratford East, Greenwich and Docklands International Festival and A New Direction. Working in partnership across the wider programme CREATE levered in over £1.6 million with partners including London Borough of Hackney, BBC, Whitechapel Gallery, Chisenhale Gallery and Bigga Fish. CREATE provided support for CREATE Jobs, supporting and investing in opportunities for young people in east London. We have built on the foundations established in 2011, and developed CREATE as an exciting and credible brand and increased public and media awareness of the programme brand overall. CREATE 2012 presented over 80 organisations, practices and groups - all of which provided a broad range of public and commercially funded programmes and additional marketing support for the programme. This narrative outlines the funding secured by the CREATE team for the 2012 programme and the core delivery budget. This budget does not include partner funding or in-kind contributions, which total more than £0.5 million in commissions alone.


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Public Relations

The CREATE 2012 PR campaign ran from March until August and proved to be a huge success, reaching audiences of over 77 million across all print, broadcast and digital media while generating a PR value of nearly £5 million. This year CREATE partnered with Rebecca Ward, who managed the programme PR campaign. Coverage reached a broad and diverse audience across the UK, London and locally. Features included: •

BBC London TV news coverage of the CREATE Art Award

David Bailey’s East End reached multiple countries from Italy to Australia to the UAE

CREATE Souvenirs featured on the BBC Radio 4 Today programme and as the cover story of the New York Times Home section

Evening Standard A-Z Alternatives to the Olympics featured the Barking Bathhouse and David Bailey’s East End

David Bailey’s East End featured on both The Culture Show and The Review Show

The Barking Bathhouse featured in Esquire, Elle Decoration and Marie Claire

CREATE featured widely in the Financial Times with features on Frieze Projects East

St Etienne was discussed on BBC 6 Music’s Radcliffe and Maconie Show


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Public Relations The coverage for CREATE 2012 projects including David Bailey’s East End, the Barking Bathhouse, Frieze Projects East and You Me Bum Bum Train, which achieved a wide range
of high profile coverage across all media including national print, online and broadcast media. This year CREATE worked in partnership with the Time Out editorial team. Full details of this media partnership are included in the Marketing section of this report. In addition, the CREATE programme secured greatly increased feature coverage across key national and regional print media, including The Independent, The Daily Telegraph, The Financial Times, Evening Standard, and the Metro. This demonstrates how the programme’s profile has grown, and that key influences view it as a key cultural fixture in the national arts calendar. The coverage secured in the highly competitive national arts media is a positive indicator of the strength of the CREATE programme’s artistic quality. Digital media, from national and regional media online channels (BBC, The Guardian, The Independent, The Daily Telegraph, Time Out) to specific online media (The Londonist, Dezeen, ItsNiceThat) and blogs (working alongside programme partners digital cross-marketing) were essential in not only promoting the CREATE programme, but also in extending the programming to new and diverse audiences. Features secured in leading national media were re-posted on numerous local, regional and international websites to online media, which subsequently spread virally across on line media and social networks (Twitter, Facebook). Digital media features and news items had the ability to feature immediate programme news, creating an exciting buzz around the programme events: numerous online media focus on programming initiated a number of media trends which then snowballed across online and print media. The programme was a key part of London 2012, with seven projects handpicked to be a part of the national London 2012 Festival. Frieze Projects East was a a direct co-commission with London 2012, and together with all of our programme, inspired huge media interest in innovative uses of east London’s spaces: from canals and waterways to temporary, creative uses of disused or empty spaces, often in the context of the Olympic Games, or with the programme presenting an alternative, authentic way to enjoy east London as a culturally unique destination. The CREATE programme was seen as a driver of new cultural trends and a portal for new media focuses. The PR campaign was not stand-alone - it was integrated into the overall programme promotional and marketing campaign. Through digital and social networking channels, the programme was able to communicate news and key stories to audiences and the media immediately.


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Public Relations David Bailey’s East End achieved the most coverage. Within the wider campaign, inclusions of CREATE within body text and credits was significantly increased from 2011. Mentions of sponsors and partners were also included in key publications such as The Times, Time Out and The Financial Times. Many more preview features were placed than in previous years, and CREATE projects featured across a broad range of media, from the visual arts press to shopping pages, local newspapers to beauty websites, design blogs to international television news. Attracting local audiences and securing local media features remained a key priority for the PR campaign, with the programme securing features across local titles including: Docklands magazine, East End Life, Hackney Today, Hackney Gazette, East London Advertiser, Hackney Citizen, The Wharf, Yeah Hackney, N16 magazine, Barking & Dagenham Advertiser, Newham Advertiser, and Walthamstow Advertiser. The media coverage and analysis in this report covers only media secured through the core CREATE 2012 campaign. In addition to this, coverage secured by our many partners for other individual events within CREATE 2012, dominated the national and London press throughout the summer, indicating the increasing national media profile of east London’s cultural and arts communities.


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Marketing

CREATE built on the success of the 2011 campaign, and launched a number of new initiatives to engage new audiences and extend brand recognition. The core marketing campaign was creatively led by Hackney-based agency Fruitmachine, focused on reinforcing the CREATE brand identity, communicating the programme to local and regional audiences and increasing general local and regional awareness the programme. In addition, we used the skills of an in-house junior designer to create design for David Bailey’s East End, and an external designer for the Barking Bathhouse campaign. A separate design company was used for Frieze Projects East. Fruitmachine devised and delivered the newspaper, outdoor posters, website, tote bags, signage and T-shirts crossing print and digital communication. The marketing campaign has the creative challenge of reaching a wide audience demographic: children, school leavers, adults and older adults; audiences who regularly attend arts events, creative opinion formers to audiences less engaged with cultural activities; local, Host Borough based audiences to audiences from across London.


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Digital Marketing and Social media WEBSITES •

83,400 visits to the CREATE 2012 website (FROM 1 JAN - 17 SEP 2012)

28,118 visits to the Barking Bathhouse website (to 17 SEP)

8,551 visits to the Frieze Projects East website (to 17 SEP)

2012 saw further enhancements to the CREATE website with increased content and daily updates during peak periods. Bespoke websites were also created for Barking Bathhouse and for Frieze Projects East. All events were presented online with the website presenting a curatorial role, highlighting key and strategic partner events through the website’s ‘Projects and Commissions’ section on the landing page, directly relating to campaign focuses. Over 83,400 visits were made to the CREATE website (1 Jan - 17 Sept) with an average of 4.9 pages per visit, and an average of 2 minutes 20 seconds spent per visit on the site. Over 68% were new visits reflecting CREATE’s growing audiences, with 32% of audiences existing or returning visitors. 17% of visitors came to the site directly, with 42% via a search engine and 41% from referral sites. Key top search terms include: Create London, David Bailey Exhibition, Create, Create festival, Create11, David Bailey Exhibition London 2012, Barking Bathhouse, Createlondon. org and Create London again showing the public’s awareness of the CREATE as well as the projects that were either the most popular, or which they perceived as most closely associated with CREATE.


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Digital Marketing and Social media Social media •

Facebook fans increased by 164% (1,160 new Fans)

Facebook engagement increased by 7675%

35% of new fans were achieved organically and virally

65% of fans through paid - Promoted Posts and Sponsored Stories

Twitter followers increased by 47% (809 new followers)

@CREATE_London’s circle of influence increased by 46% (25 points)

Social media, specifically Facebook and Twitter, drove the largest audiences to the site, with 10% of audiences visiting the site via these channels. This shows the key role and value social media has for the programmer – not only are these channels vital to audiences engaging with our online programming, but through these channels CREATE is able to encourage direct participation for audiences to communicate, create and share content with each other in addition to the CREATE programme. As highlighted earlier in this report, social media has the ability to be truly immediate, and this year’s social media campaign provided the public and media with up-to-date programme news, supporting the programme PR campaign. Audiences directly communicated with the programme via our social media channels, commenting on events they had taken part in, making general programme enquiries and providing both general and specific feedback on the programme. On specific event pages, audiences were invited to share, ‘like’ or recommend their programme preferences via Twitter, Facebook or email buttons on each event page. This also provided a good indication of programming favourites for our web audiences: collectively, audiences shared over 7,500 preferences via these channels. Audiences were invited to take part in a number of initiatives, from posting images of programme events, for example images of CREATE marketing materials (posters, flyers, bags, newspapers) to taking part in competitions and offers. These simple initiatives proved popular, and helped to further create a sense of audience ownership and interaction with the programme overall. 92% of the visits to the website were unsurprisingly from UK audiences. However, audiences from 118 countries across Europe, Asia, USA, Australia and South America also visited the website. 5.5% of visits from European audiences, 2% from American audiences and 0.45% Asian audiences with the remaining visitors based across Australia, South America, the Middle East and Africa.


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Digital Marketing and Social media This year CREATE engaged a social media consultant to devise and implement a social media strategy across the programme. The consultant worked on CREATE 2012 from April - July 2012. The brief was to focus on increasing the number of people following CREATE on the two main social media platforms, to provide greater content and updates to followers and increase engagement. Out of the 51,942 visits to the CREATE website during the campaign period, 8,856 (17.5%) direct visits were from specific event URLs used for online PR, Twitter and Facebook posts. Over half of the Top 10 referrers to the main website from Facebook were for news and competitions links to You Me Bum Bum Train competition. A bespoke ‘What’s On’ function was added on to the Facebook page which gave greater scope for sharing, commenting and liking. Additionally, a small amount of budget was spent on sponsored stories and promoted posts on Facebook. The highest engagement on Facebook was for the period 17 - 23 June (David Bailey Instagram, Hidden City and Back2Black Competitions posts) and 26 July - 2 August (‘Last chance to see’... closing summer programme posts and Souvenirs posts). Overall, the quality of engagement vastly improved since the previous year and key activities in particular were incredibly popular - David Bailey with the Time Out partnership showed that our audience love Instagram as it taps into their artistic side and the You Me Bum Bum Train competition also offered a major incentive to follow CREATE. Our online audience is highly active on Twitter, and prefers this social media channel with more than 1,700 of our members tweeting more than 5 times a day. For the first time, we successfully established #createlondon as a hashtag that was used frequently throughout the summer programme and which helped widen CREATE’s audience outside London. Our audience is gradually showing an interest in using CREATE as a forum to share their own arts news and projects, helping to cement a reputation for CREATE as an avid supporter of emerging as well as established artists in London. An Instagram account was set up in order to promote the David Bailey competition. This should be developed further throughout the year, using the opportunity in the lead up to the programme to post a weekly photo diary recording the activity of the organisation and previewing new artist work. From our experience conducting an intensive social media campaign over three months, we gleaned the following learnings: •

In order to continue engagement throughout the year, it is important for CREATE to maintain

a certain level of social media activity. One way to do this would be to act as a forum of

opinion and actively support local artists and organisations every week online offering advice,

reviews, and listings on what’s on in London each week. As only 16% of posts appear in fan’s

news feeds, it is important CREATE keep posting every day and at key times during the week

when we know our subscribers are most active (midweek and on Fridays at lunchtimes and

afternoons). •

Develop specific, under 25 offers using Twitter for the 2013 summer programme.

Use the rest of the year to develop discussion and a relationship with the newly acquired fans,

so we can learn what they like to talk about and give them a reason to associate CREATE with

that, and also begin next year’s campaign from Jan/Feb 2013.


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Digital Marketing and Social media EMAIL CREATE continued to grow its email subscription list through people signing up via the website, and being added as a result of booking tickets or via entry into competitions. The statistics below represent an impressive level of growth in a short period of time, along with an exceptional open and click-through rate which shows that the engagement with the information on CREATE emails is very high. Future marketing and sales strategies should ensure as much data capture or data usage rights (if co-producing) as possible, and should form a cornerstone of any discussions regarding outsourcing ticket sales. •

September 2012: 5,011 subscribers, 64% increase since Jan 2012

Average Open Rate: 38%, over double the arts industry average of 17.5% (Source: MailChimp)

Average Click-Through Rate: 16%, four times over the arts industry average

ADVERTISING Via the media partnership with Time Out, CREATE had two full-page colour adverts in the magazine as well as online advertising in the form of five days of Time Out London homepage takeovers (used for David Bailey’s East End, Barking Bathhouse and You Me Bum Bum Train competitions) and 6 weeks worth of MPUs on the cultural channels. For the Barking Bathhouse we also secured a free quarter-page advert in September’s Frieze magazine. We also ran sponsored stories, promoted posts and adverts on Facebook to promote many of the core projects and to encourage people to ‘Like’ the CREATE page.


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PRINT AND MEDIA DISTRIBUTION CREATE 2012 Newspaper Once again, CREATE worked with Impact as its Distribution Partner.

One Issue: 36pp. full colour tabloid with 150,000 copies distributed across London.

150,000 copies distributed across London.

36pp. full colour tabloid.

Hand-to-Hand distribution 21 June - 22 July.

Distributed throughout London across 14 transport hubs, 7 markets, 3 shopping centres, arts centres, galleries, community centres, libraries, youth centres and many more (in addition to Host Borough

libraries, community centres, and One Stop Shops).

CREATE continued with the newspaper as a key marketing tool, but this year there was one issue to cover the entire programme (rather than issues covering the programme on a weekly basis). The CREATE newspaper was distributed weekly across key venues, local businesses, markets and transport hubs across east, central, south and north London. This year, the newspaper content and design was adjusted to a feature-led brochure style with the main focus on the core programme and five pages highlighting partner events. Listings for all the partner events were not included as these were available online. The front cover featured an image from the David Bailey exhibition with a David Bailey interview conducted by CREATE Director, Hadrian Garrard, as the lead feature. The 2010 CREATE Art Award winner, Robin Turner, interviewed Jeremy Deller about Sacrilege, and arts journalist, Sam Thorne, was commissioned to write a piece on the 2012 CREATE Art Award winner, Liberties of the Savoy. The brand identity for CREATE 2012 was featured as the back to cover to help build recognition in conjunction with the outdoor advertising campaign.

CREATE Posters •

One unique design.

3 x 48 sheet sites in Hackney on Broadway Market, Curtain Road and Old Street, 28 May - 8 July with one site for an additional week free of charge.

• 74 x 4 sheet legal flyposting sites (overshow of 24 sites) across Hackney, Tower Hamlets, Waltham Forest, Islington, Haringey, Hillingdon, Hammersmith and Fulham, Camden, 28 May - 8 July.

The poster campaign was scheduled to increase CREATE brand visibility in key hub areas. The billboard posters were situated in areas with high footfall for maximum exposure.

Owing to the London 2012 Olympics, there was a buyers blackout in place for many advertising sites in the east London area and unfortunately Transport for London and the London Borough of Tower Hamlets were not able to support CREATE in the same way they had last year.


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PRINT AND MEDIA DISTRIBUTION CREATE Flyers CREATE produced three distinct flyers to support the following programmes: David Bailey’s East End; Frieze Projects East; Barking Bathhouse. A total of 238,400 flyers were distributed across east, southeast, north and central London.

Brand Extensions: CREATE Signage and Merchandise As the CREATE programme and brand grows, we intend to gradually develop programme merchandise. This year, we developed free giveaway merchandise (tote bags and T-shirts), David Bailey merchandise (postcards, souvenir brochure and canvas bag) and free-standing, four-foot tall aluminium CREATE signs for on-site branding. It is our aim that as CREATE grows, we will extend our commissioning to product design that will be available via programme e-commerce channels and through partner outlets. The programme produced: •

5,500 CREATE Tote Bags: these were produced for programme giveaways

at selected events, launches, competitions and as part of programme

distribution at key hubs and street markets. This included distribution

at the Mayor’s Thames Festival, Victoria Park BT Live Site, Hackney

House and Deutsche Bank. The bags proved very popular, and are a

sustainable, re-useable product that provide an on going advertisement

for CREATE and the brand.

300 CREATE T-Shirts: these were produced for staff, distribution teams,

audience monitoring teams, volunteers and as giveaways. The T-shirts

provided an essential, recognisable identity for programme staff and

volunteers, and connected to the programme main identity.


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future planning

CREATE is committed to delivering groundbreaking, multi-disciplinary art projects that offer new perspectives on our daily lives, provoking debate and encourage constructive change, urban renewal and social progress. Whilst we will continue to work to engage as wide an audience as possible, our energy and resources will be directed over the next two years at the following: •

Deepening the level of community engagement in our projects and delivering projects that transform lives

Growing the CREATE brand and public awareness of our work

Brokering international projects

Underpinning our work with CREATE Jobs

Working with communities in areas which have particularly low levels of participation in arts and culture, and low provision of cultural infrastructure

Our projects will continue to respond to regeneration programmes in east London and these will include the Royal Docks, Canary Wharf and Olympic Park developments

Articulating our work as a live research project, exploring how art can affect change in an area rich in creativity but with high levels of deprivation

Working in a collaborative, partnership way and extending the CREATE network


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Appendices background With CREATE now in its fifth year, the intention was to further develop the CREATE model of bringing participation and local engagement together with ambitious programming and commissions. Whilst seeking to attract new audiences from across London and the UK (and, over a longer period of time, internationally) to develop the economic benefits for local businesses and communities, our key goal is to reach and involve people who live locally but currently are less engaged in the arts. Our campaign this year was focused locally and targeted around developing the awareness of the programme and local events to enable local access and participation. We aim to contribute significantly towards the longer-term regeneration goals of the six Host Boroughs, focusing on the following objectives: 1. Secure east and southeast London’s position and reputation as a key cultural hub for London and the UK - the place where art and culture are created and where artists and creative businesses choose to be located. 2. To deliver a world-class arts programme which raises the profile of cultural industries in the area, fostering collaborations and building the capacity of the sector. 3. To support young people through training and mentoring programmes as a way of up-skilling and creating pathways into jobs, positive learning experiences and enhanced social cohesion. 4. To drive new visitors to the area, establishing east and southeast London as an increasingly significant cultural destination within London. Stimulating the visitor economy, bringing continued positive economic development for the area. 5. Secure a marked increase in cultural participation rates for local residents of the six Host Boroughs. 6. To support and feed into the cultural identity and prosperity of the Olympic Park in legacy. Connecting surrounding communities, creative businesses, arts institutions and artists to the park and attracting new audiences through programming world class, large-scale and community events and programmes. 7. Through a high profile marketing campaign, establishing the CREATE brand and identity as highly credible and accessible to those who are culturally active and also those less engaged, living within the Host Boroughs. A particular focus includes serving local communities within the six Host Boroughs of mixed economic, ethnic and social backgrounds by using audience profiling data via partner agencies (through the Audiences Agency and Impact).


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Appendices testimonials “It was fun working with CREATE. They were a good bunch and were nothing but helpful. And they all seemed to know what they were doing.” David Bailey “Serious worked with CREATE, Bigga Fish, Barbican and BBC Symphony Orchestra to produce Urban Classic in Waltham Forest in July and the results were exhilarating for everyone involved. CREATE facilitated the partnership with Waltham Forest Council that enabled the collaboration between the BBC Symphony Orchestra, Jules Buckley, Fazer, Ms Dynamite, Skepta and Devlin to be experienced by over 10,000 people. Together we took the work that we’d produced at the Barbican as part of Music Nation to a new level. The audience’s response was overwhelming and it was fantastic to be able to add Ed Sheeran into the mix for his first performance of this kind with an orchestra. We hope there’ll be more to look forward to in the future.” Diana Spiegelberg, Serious “One of the best things I’ve ever done in my life, in my music. The line-up, the way it was dynamic, oneon, one-off and the energy was moving. The crowd was massive”. Devlin on Urban Classic, Part 2 “The energy was amazing out there, everyone was sick, I loved working with all of them, and I can’t wait to do the next one”. Ms Dynamite on Urban Classic, Part 2 “The Barbican has been working alongside CREATE since 2009 but the past year has to be the most remarkable yet. Our partnership has produced a series of outstanding events that have helped transform East London during the Olympic year – from the site-specific theatre of You Me Bum Bum Train to the meeting of musical cultures in Urban Classic and the premiere of London: Hidden City films. The partnership encapsulates an extraordinary range of work and we’re delighted that CREATE has become an Associate Company of the Barbican, committing us to working together to deliver arts projects in East London between now and 2015. I’m sure this new association will make a significant contribution to the cultural legacy of the Olympics, giving audiences across the city the chance to experience innovative and exciting new work.” Sir Nicholas Kenyon, Managing Director, Barbican Centre


CREATE REPORT 2012 - 59 -

Appendices “Working with CREATE was extremely straightforward and hassle-free on a practical level and incredibly satisfying and fulfilling on an artistic level. We were given the time, space and respect to explore our creative ideas, which was invaluable. I feel CREATE are very much in tune with the East End zeitgeist, and their commissioning has been subtle, sensitive and appropriate for the area, and that CREATE have played their part in helping enrich the cultural life of the East End.” Michael Smith, London Hidden City “When CREATE first approached me about the Souvenirs project I knew immediately that this was a project I wanted to get involved with. I’ve had a personal interest in souvenirs for quite some time and thought that 2012 would be a great opportunity to come up with souvenirs that stood out from the rest of the products swamping the market this year. Working with the CREATE team has been a complete joy and I am extremely proud of the results of our collaboration. The souvenirs we created are and will continue to be a proud reminder of East London and it’s creative talent!” Thorsten van Elten “CREATE were an absolute pleasure to work with - professional, organised, and friendly. They put together an excellent programme, which both complemented our film and pulled a much bigger crowd than we could have achieved on our own. I look forward to working together again in the future.” Bob Stanley, Saint Etienne “I very much appreciated the opportunity to work with CREATE on my short film Night, Peace. I was given both the creative freedom and support necessary to make the film, and it was an absolute honour to screen the finished film at the Barbican as part of CREATE’s summer programme.” Eva Weber, Filmmaker


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appendices Further breakdown of Marketing Figures PRINT CREATE Newspaper: 262,500 Frieze Projects East: 70,000 Bailey’s East End: 71,400 Barking Bathhouse 97,000 Time Out A Boards: 600 PRINT ADVERTISING Time Out Ad: 1,300,000 Time Out Ad: 1,300,000 Barking Bathhouse Frieze Ad: 69,680 ONLINE ADVERTISING Time Out Homepage Takeover x 5 days: 500,959 Time Out MPUs: 238,890 Facebook Advertising: 986,078 SOCIAL MEDIA CREATE Facebook: 713,374 CREATE Twitter: 35,200 CREATE Instagram: 78 Barking Bathhouse Facebook: 1,373 Barking Bathhouse Facebook: 8,835 Barking Bathhouse Instagram: 41 Time Out Facebook: 217,000 Time Out Twitter: 146,000 Partners: 50,000 WEBSITE CREATE: 69,776 Barking Bathhouse: 28,118 Frieze Projects East: 8,551 Partners: 10,000 EMAIL CREATE: 5,000 Time Out: 302,000 Partners: 30,000 GRAND TOTAL: 5,222,453


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Appendices The chart below shows the breakdown of the marketing reach by type of marketing activity. This shows that overall digital marketing had a total reach of 61%, with print based marketing reaching the remaining 39%. The marketing reach does not include figures from the London Festival 2012 magazine or website, both of which would have added significantly to these figures.


CREATE REPORT 2012 - 62 -

Appendices

D SIGN THE TRE MU IC AR

create brand identity Instead of trying to find a unifying image representing multiple artistic works and forms, this year the CREATE brand identity campaign moved towards the use of a more simplified, direct visual. This was to ensure that the programme and its core projects were clearly and simply communicated to the audience.

AS T

LONDON

The campaign focused on promoting the core programme and the breadth of

EXPLORE

E

art available, via the simple strapline ‘Design, Theatre, Music, Art’. The fact the programme takes place in east London, the word ‘East’ was picked out amongst the letters of the words in the strapline. CREATE continues to evaluate the positioning and effectiveness of its brand,

21 JUNE - 21 JULY 2012 OVER 150 EVENTS & PROJECTS

FRIEZE - JEREMY DELLER - DEVLIN - YOU ME BUM BUM TRAIN DONNA WILSON - SOMETHING & SON - ANTHEA HAMILTON DAVID BAILEY - LA FURA DELS BAUS - GARY WEBB - FAZER KLAUS WEBER - SAINT ETIENNE - RUTH EWAN - ASSEMBLE

to include both visual and verbal identity, to ensure it is communicating a clear identity. Everything that our audiences experience is also a manifestation of the

CREATELONDON.ORG facebook.com/createlondon.org

brand - from the events they attend to the members of staff that they speak to.

@CREATE_London

Brand development and management is an ongoing process, but one that is vital to our audience development. CREATE’s logo was included in a broad range of posters, booklets, programmes, and flyers and on the majority of partner websites. The campaign reached audiences across London of over 5 million.

with our commitment to accessibility and attracting audiences who are less likely to engage in cultural activities. This year CREATE launched a ticketing strategy for a small number of events and commissions that represented good value and allowed access to people on low incomes. For the first time we worked with Eventbrite, an online ticketing service that integrates within the client’s website. We used Eventbrite’s ticketing service for David Bailey’s East End and Barking Bathhouse’s spa entry and events programme. This means that CREATE now has an additional data pool to engage with from bookers of these events. In addition designer Thorsten van Elten’s online shop, www.theo-theo.com, was used to sell the CREATE Souvenirs online whilst tickets for en route were bookable via Theatre Royal Stratford East and You Me Bum Bum Train via the Barbican.

The Rio Club, 1968 © David Bailey

CREATE continued to provide the majority of programme events for free, in line

The Rio Club, 1968 © David Bailey

Ticketing


CREATE REPORT 2012 - 63 -

Appendices Media Partnership This year CREATE secured a media partnership with Time Out London included magazine and online editorial coverage and advertising and a special east London issue (14 June). •

Cost £15,000

Advertising and Media Value £191,625

East London Issue with David Bailey Cover (13 June)

Two full-page, colour adverts

Five days of Website Homepage Takeover

390k impressions MPUs across cultural channels

Five further pages of editorial featuring a further four CREATE projects

600 A-boards/poster sites across London

Online coverage of the David Bailey interview and all CREATE

events listed online

David Bailey photo competition hosted on Time Out social media channels (217,000 Facebook, 146,000 Twitter, 8,800 Instagram), 7 June – 1 July. Over 500 entrants

Bailey exhibition promoted in e-newsletter, reach 303,000

Support for Bailey ticket transactions – listings, merchandising spots, CRM spots

You Me Bum Bum Train competition, 7 June – 27 July. Over 500 entrants

Competition promoted via: •

Webpage on www.timeout.com - 3.6 million unique users per month

Opt-in data capture on all entrants to the competition – over 500 new email addresses for CREATE database

Time Out “Competitions” homepage

Time Out weekly e-newsletter, reach: 303,000

Time Out social media channels: Facebook: 217,000, Twitter: 146,000


CREATE REPORT 2012 - 64 -

Appendices The CREATE Company •

In October 2011, CREATE London was set up as a company limited by guarantee.

In November 2011, John Studzinski, senior managing director and global head of Blackstone Group International Partners LLP, became the new chairman of the CREATE London board.

Since John’s appointment, the company has been building the board with credible and skilled individuals who will allow CREATE to achieve its creative and artistic goals for 2012, along with its cultural legacy from the Olympic Games.

In February 2012, CREATE gained charitable status and completed its transition.

July/August 2012, CREATE delivered 12 major commissions, seven of which were part of London Festival 2012.

CREATE Board Members John Studzinski CBE - Chair Alan Rusbridger - Editor, The Guardian Dylan Williams - Partner and CSO at Mother Matthew Slotover - Co-Director and Founder, Frieze Roger Taylor – Roger Tayor - Director, Six Borough Unit Henry Ritchotte - COO of Deutsche Bank Councillor Guy Nicholson, Vice-chair, London Borough of Hackney Councillor Ian Corbett, London Borough of Newham Councillor Peter Kotz, Royal Borough of Greenwich Councillor Rania Khan, London Borough of Tower Hamlets

And senior representatives from the six Host Boroughs: Paul Hogan, Divisional Director of Culture and Sport, London Borough of Barking and Dagenham Lorna Lee, Head of Art and Leisure Services, London Borough of Waltham Forest Katrina Delaney, Director of DCSM, Royal Borough of Greenwich Stephen Murray, Head of Arts and Events, London Borough of Tower Hamlets Clive Dutton, Executive Director, Regeneration and Inward Investment, London Borough of Newham


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SPONSORS AND SUPPORTERS cReate main sponsor deustche Bank

Supported by:

CREATE Sponsor :

CREATE Art Award Sponsor :

Media Partner :

Distribution Partner :

Commissioning Partners: A New Direction - Barbican - BBC - Bigga Fish - Creative Scotland - Frieze Foundation - Greenwich+Docklands International Festival - Glasgow International Festival of Visual Art - London 2012 Festival - Mayor of London Serious - Theatre Royal Stratford East - Thorsten van Elten

Profile for Hadrian Garrard

Create 2012 Report  

Report covering this year's CREATE 2012 festival.

Create 2012 Report  

Report covering this year's CREATE 2012 festival.

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