Abstract:

This paper summarises what is believed to be the most far-ranging review of the arts in Wales to have been conducted for 25 years. It attempts the measurement of the cultural, social and economic benefits of the arts to a nation. The study considers both professional and amateur activities and consideration is given to the arts in a wider context. The study of the market for the arts projects the potential size of the audience. Findings from a programme of qualitative research illuminate the public's perceptions of the arts. Consideration is then given to existing marketing approaches and recommendations are made for a more co-ordinated effort to communicate the benefits of the arts to a wider range of the community. The analysis of the economic impact of the arts in Wales uses existing data and the findings of commissioned research, to estimate the contribution of the arts to Gross Domestic Product in Wales and their significance in job retention and creation. The many sources of funding of the arts in Wales are analysed and a recommendation is made to create a National Endowment Fund for the arts in Wales. The study concludes with an examination of the arts in Wales within a British and European context and suggests that the way forward will be firmly grounded on increasing use of partnerships between all relevant authorities.