Chris Melia gives insight into the links between economy and culture, with in-depth analysis of Chester and its visitor economy

1. Between Regeneration Giants -
Chester’s approach
Chris Melia - May 2018

2. City is appealing but
needs to compete

3. 90
100
110
120
130
140
150
160
170
180
190
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Indexed change in GVA (1997-2017) (1997 = 100)
Chester Liverpool Manchester
Economy - GVA

4. Economy - jobs
90
95
100
105
110
115
120
125
130
135
140
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Indexed change in workforce jobs (1997-2017) (1997 = 100)
Chester Liverpool Manchester

5. c5m people within 60 minutes

6. Staying visitors - static

7. Domestic staying visitors - grown

8. • Significant heritage and visual arts
market in NW
• Contemporary arts appeal to a
younger and more diverse market –
Chester offer is not strong
• Footfall in city centre falling
• People ‘expect’ heritage and culture
in Chester

9. Historic cities and towns have strong
appeal

10. Visitors place high importance on history
and heritage when choosing a day out
destination.
Art galleries are less of a consideration
but could be an important for Chester’s
culturally active visitor segments.

11. Visitors feel there is plenty to do for
an entire weekend

12. Rows and Walls drive a quarter of
visits.

13. Potential visitors are interested in
Rows and Walls …. And the zoo

14. People want to experience history
in its original setting

15. The majority of visitors think history and heritage is Chester’s stand out feature.
Current and potential future visitors seek more than just a ‘good day out’ – they want to
experience history where it happened.

16. The majority agree that heritage
is the standout feature

17. • Stories
• Buildings in cultural
use
• Buildings with
potential for cultural
use
• Indoor locations which
could tell stories
• Outdoor spaces and
monuments which
could tell stories
• ‘Soft assets’
Chester’s assets

18. Different people....

19. Heritage social spaces
Core cultural assets
Outdoor USP Tell stories through other assets

20. Chester – the city’s the stage