The 2012 Cultural Olympiad
From initial planning to final delivery and beyond
February 2014
Moira Sinclair
Executive Director, Arts Council EnglandOlympic Ideals
Olympism isa philosophy of life,
exalting and combining
in a balanced whole
the qualities of body, will and mind
Blending sport with culture andeducation,
Olympism seeks to create
a way of life
based on the joy found in effort,
the educational value of good
exampleand respect for universal
fundamental ethical principles
Olympic Charter

The Olympic Opportunity“ A vibrant and rewarding Olympic
Games and Paralympic Gameswhere the creativity of the UK’s
artists is enriched and inspires
individuals and communities to fulfill
their potential and achieve theirbest.”
creativity, quality, innovation
cultural Olympiad
London on show
arts sector participation
an enhanced cultural legacy
British identity in 21st century

Global Rainbow, Cultural Olympiad.
Portal , Sue Austin

Arts Council mission: To getgreat art to everyone bychampioning, developing andinvesting in artistic experiencesthat enrich people’s lives.

Arts Council England objectives
Arts Council England was a principal funder of the London 2012
Festival and Cultural Olympiad

We saw London 2012 as an unprecedented opportunity to bring greatart to more people across UK
Through our investment we set out to:-Increase participation in the arts, particularly young people
Increase profile for our artists and build public value for their work
Strengthen the creative sector by encouraging new partnerships andcollaborations

The desired end result
Peak activity:
London 2012
Enhanced legacy ofarts/cultural engagement

Beijing HandoverLiverpool European Capital of Culture

CulturalOlympiad
Arts Activity

20062007

200820092010201120122013

2014

2015

2016- 2020

Timeline

National reach and the Creative Programmers

Global Rainbow, Cultural Olympiad.
Image: Lunabee (Creative Commons)London 2012 Festival Aims
VisionA world-class cultural offering at the heart of the Games
Publicly stated targets
A UK wide programme attracting new audiences
10m free opportunities to attend
Internal targets
500,000 new culture attendees (not public target)
Awareness of cultural programme at 20% by end of October 2011 and30% by April 2012.
Database of >300,000 to pass on to the UK cultural sector.

Scale of Achievement•

13,006 performances and events•

621 productions and projects•

1,270 venues across the UK•

160 world and UK premieres•

200 commissions•

176 permanent art work•

18m Cultural Olympiad attendances and participation•

19.8m Festival attendances and participation•

80% of attendance was at free events“Every street, alley and grassy knoll here will be alive...”Los Angeles TimesScale of Achievement•

550,000 brochures distributed and picked up•

2.25m Telegraph and Guardian Festival supplements•

14.5m London 2012 Festival emails sent to the 5.5m London 2012
database, including 560,000 culture opt ins•

72,000 social media followers and twitter reach of 17m•2m visitors to the website, many from younger age groups and aninternational profile•

1200 individual stakeholders“There have been complaints that the Olympics is a London-only party... that argument is
now dead in the water. Because the whole nation will be celebrating thanks to amega festival of sport, art and entertainment.”
Daily Star

Cultural Olympiad Income

12.7
28.2

LOCOG

£33.7mArts Council£36.3mLegacy Trust£35.7mGLA£4.6m

Co Funding£16.1mTotal£126.6m

26.73.6

28.8
Legacy Trust
Great London Authority
Arts Council
LOCOG

Co FundingCultural Olympiad Funding by Region
East (18 Projects), £2,121,499 ,7%East Midlands (59 Projec£3,305,092 , 11%

National (15 Projects),£6,254,371 , 20%

Yorkshire (20 Projects),£1,250,313 , 4%London (42 Pr£5,991,721 ,West Midlands (37 Projects),£3,086,866 , 10%

North East (16 Projects),£1,266,961 , 4%South West (44 Projects),£3,139,741 , 10%South East (38 Projects) ,£2,376,510 , 8%
North West (17 Projects),£1,736,234 , 6%

Cultural Olympiad Spending by Artform

Combined (80 Projects), £6,631,309
Visual Arts (86 Projects), £7,342,083

Theatre (80 Projects), £2,034,935

Dance (53 Projects), £4

Literature (14 Projects), £1,894,562
Not Artform Specific (17 Projects),£5,729,350
Music (29 Projects), £3,131,841

Legacy for the UK
Large scale ambitious commissions and international artists
Art in unusual places and iconic venues (and pop up)

Sell cultural tourism nationally and internationallyFree opportunities for big crowds
Cross-genres and inclusive across culture, heritage, arts, creativeindustries
Digital partnerships
Disabled and deaf artists
Creating new partnerships and ownership

Ambition and international

Tanztheater Wupperthal Pina BauschArt in unusual places

Circa/ I Fagiolini, How Like An Angel, commissioned byNorfolk & Norwich Festival and London 2012 Festival.
Film produced by Polyphonic Films Ltd.
Photo: Chris Taylor

Cultural Tourism

Tree of light, Oxford, 2012.
Image: Nick Serpell-Rand

Free Opportunities and mass participation

Sacrilege by Jeremy Deller,
College Green, Bristol.
Image: Kevin Clifford

Deaf and Disabled artists

Claire Cunningham, 12 : Candoco Unlimited by Candoco Dance Company
Photo: Rachel Cherry

Diversity and multiculturalism

All’s well that ends well - Globe to GlobeIdentity

The Boat Project by Lone Twin. Photo: Arts Council EnglandIdentity

Eton Manor: Carol Ann Duffy
Photo: ODA

Art in the Park

Learning for Future Host Cities
Starting with a clear vision ofthe end point
Securing leadership within thecultural sector and the OCOG

Linking into key moments ofthe GamesOne brand – including theregions
Flexibility to include venues
with non Olympic sponsors

Inside Out Dorset: Harmonic Fields
Artist: Pierre Sauvageot© Vincent Lucas, Inside Out/Activate

Thank you

www.artscouncil.org.uk@moirasinclair1

The Orbit
Anish Kapoor