1. Strategic
Development
of the
Industrial
Powerhouse
Product
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2. All she thinks about is
money Why should I support his
silly hobby?
What is this relationship?
Economic
development
Heritage
Do we really belong together?

3. Manufacturing
Agriculture
Tourism
Nuclear Service Sector
Public Sector
Creative and Cultural
Financial Services
Comparative Performance
Allocation of Resources

4. What do I know?
“Excellent piece of work” ICOMOS
“Paradigm changing” “Very excellent” UNESCO

5. So what is Industrial
Powerhouse exactly?
An idea/story/stories
40,50 or 90 attractions
A marketing campaign/Website
A collection of cultural attractions
An attraction investment programme
But it needs to be a coherent product…

6. D.I.V.O.R.C.E. Approach

7. M.A.R.R.I.A.G.E approach

8. 200th anniversary
of birth of
Elisabeth Gaskell
– BBC celebration
Industrial
Developing
Revolutionaries
Sept 2010
People’s Real People – Real Lives
Mar 2010
Major Project
History Museum Exhibition – Bolton Museum,
2011 2012 Olympics
launched Harris Art Permanent Exhibition
Gallery Preston
2009 2010 2011 2012
150th anniversary of
invention of internal Launch of New Global Threads –
combustion engine Museum of Liverpool Cultural Olympiad
project
Launch of Refurbished
MOSI, Manchester
Industrial Powerhouse Timeline

9. The
Walker International
396,000 Slavery
Museum
410,000
National Museums The Lowry
Manchester Museums
Liverpool 841,000 Consortium
1.5 million
2.3 million
Merseyside
New Maritime
Museum Museum
of 1 million
Liverpool
MOSI
852,000
TATE
Windermere IWM
Liverpool Manchester
Lake Cruises 245,000 Art Gallery
1.1 million
1.2 million 394,000
visits
Blackwell Ellesmere
Port Boat
Museum Anderton
Boat Lift URBIS Bolton
Haig 70,000 260,000 Museum
Mine People’s
History 310,000
Museum
Quarry
Harris Helmshore Bank Mill
250,000 Mill
160,000
Queen
Street Tatton
Mill Park
17,000 770,000
So what are the key IP attractions?

10. Cumbria the Lake
District
INDUSTRIAL
ANTIDOTE
Lancashire and
Blackpool
Merseyside
MONEY
MADE/MONEY
INDUSTRIAL SPENT
TRADE, SLAVERY
AND MIGRATION –
CONTEMPORARY
CULTURAL
Greater Manchester
Cheshire East
ORIGINAL MODERN,
INDUSTRIAL CITY,
CANALS/ CONTEMPORARY
TRADE CULTURAL
Cheshire DESTINATION
West
TEXTILE/
FASHION

11. Touchstones Bolton
Helmshore
Mill Queen Weavers Triangle The IP Molecule
Street
Oldham Museum Mill Industrial Powerhouse should be the stimulus to
see these things as parts of a larger/better
Harris Blackburn product…
Museum Museum
The connection that propels people from one site
Rochdale to another…
Pioneers
The glue that binds disparate bits together into a
strategy for effective development…
Key attractions
Key destinations The marketing that sells the whole and the bits.
Key stories
Macclesfield Ellesmere Port
Quarry
Silk Museum Boat Museum
Bank Mill
Anderton
Boat Lift
Paradise Heritage
Mill Boatyard
Project

12. Conditions for growth…
Quality of collection/site
Support of local authority
Management
Logistics/site potential
Reputation
Ambition
Product has to be good for marketing to work!

13. Logistics dictate the reality…
Some sites developed for…
Local benefit/impact
Regional/National/
International impact
Markets are defined by logistics
and specifics…

16. E.g. Pennine Lancashire – Actions
Identify - Local, Regional, National Sites
Revolution Project – Metaphor 2010
Support accordingly
Projects – Revolution Analysis
Develop ‘gems’ for the future – Queen St Mill
Invest in major impact scenario – 2011-12
Heritage is bigger than museums/mills…

17. The Future
New ambition for the future
Better integration of past and present
Develop community/social value
Develop economic/cultural/arts value
Industrial Heritage is the ‘cultural glue’
Binds places together – the soul of this place

18. The trouble
with industrial
heritage…

21. European Film Awards 2010
Jahrhunderthalle - Former gas power
station of Bochum’s steel mills, Essen

25. iPEEP Project

29. Pompidou Metz
Dundee V&A –
£47 million – 500,000 visitors,
900 indirect jobs

30. British Museum –
£135m extension planned

31. Abu Dhabi - $27 billion
Guggenheim, Maritime Museum, Performing Arts Centre…
Abu Dhabi Louvre - $500 million for name rights
- $546 million for 10 years expertise
- $52 million to build collection

32. Abu Dhabi – A $27 billion reminder…
Cultural heritage - some places have to buy it… but why bother…

33. Because everywhere sensible wants to avoid
being caught in the ‘Clone Trap’…
“There are over 1,000 locations in Europe alone, all promoting exactly the same
thing, looking identical and representing themselves in similar ways – through
pictures of people playing golf, people in call centres, airplanes taking off. These
places have become commodities, indistinguishable from one another and offering
little or no added value”
Sean Young of Locum Consulting

34. Because culturally-motivated visitors
spend more…
•16% of Staying Visitors
Familiar Families •Current 2 Year Value £4,395
•Trip Spend £788
•14% of Staying Visitors
Cultured Families •Current 2 Year Value £3,969
•Trip Spend £955
Frequent Adventurous •16% of Staying Visitors
•Current 2 Year Value £3444
Independents •Trip Spend £643
•15% of Staying Visitors
Old Scenery Watchers •Current 2 Year Value £2,490
•Trip Spend £557
•17% of Staying Visitors
Wilderness Couples •Current 2 Year Value £2,290
•Trip Spend £539
•22% of Staying Visitors
New Explorers •Current 2 Year value £1,541
•Trip Spend £745

35. Because new technologies and ideas make
this work better than ever before…

36. Because if we don’t others will…

37. Because this story is our ‘cultural glue’ it
binds our places and stories together…

38. Because this our story…

41. These are the places that invented
the modern world – a global epicentre
This isn’t about the past, its about the
future… But we need your help.