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Step 2 – Establish benchmarks and measurements
Objective: Introducing a way to evaluate success early on will build the business case, help meet policy requirements and optimise the development’s impact. Question: How will you measure success? Key actions: 1. Establish existing benchmarks. Understand the situation now, and the difference between the benchmark and the vision. Documenting negative origins of the development or undervalued identity can provide rich context to inspire cultural collaborators. 2. Align measures for evaluation. To understand the shift in value, use, or design of the development, agree how to measure change. Consider some of the suggested outcomes that did not make it into the vision: they could be useful as Key Performance Indicators. 3. Indicators can help identify the nature of the cultural opportunity. The type of measurements chosen will also help the cultural collaborator understand what stakeholders expect from the cultural opportunity for the development. 4. Make measurement appropriate to communicate progress. To measure quality, track commentary by cultural influencers and references in case studies or other schemes’ Request for Proposals; for activity, measure footfall, demographic profiles, social media analytics and surveys; perceptions shifts can be measured through financial return on investment, the profile of new audiences and tenants, and businesses attracted to the area; a knowledge campus can be measured by performance ratings; health and wellbeing can be tracked at an individual level by biometric data from wearables (privacy permitting) or for the community by public health metrics; community building could include frequency of use of communal spaces, number of community organisations and increasing diversity of profile.
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