OECD Culture and Local Development.pdf - PACA

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2. LOCAL DEVELOPMENT BASED ON ATTRACTING VISITORS AND TOURISTS conservation and maintenance work; and many of the induced tourism jobs would survive even if the heritage base were reduced, because the money would then be spent on other objects. (It should be noted, however, that our analysis took account of spending by tourists who were considered to be attracted in the first place by the existence of a monument). Table 2.4. Estimation of indicators of the Heritage Branch Heritage Direct jobs 43,880 Conservation/maintenance 41,714 Tourism spin-off jobs 176,800 Total 262,394 Source: Greffe X. & S. Pflieger (2003), La valorisation économique du patrimoine, Paris: La documentation française, p.23 and ff Museums and exhibitions Museums have today become symbolic sites for their territory. The major cities are engaged in a veritable “museums competition” and the outward architectural aspect of these institutions has become at least as important as their collections. Exhibitions, which are increasingly organised in networks, are intended to add a “festival” dimension and to spark public interest. Through unconscious imitation, such exhibitions are becoming another element of this competition. Yet not every city wins to the same extent, and the positive spin-offs for the territory, and indeed for the local finances, are not always as strong as hoped. The relative drawing power of the great institutions and “superstar” museums, compared to the others, will be reflected in these contributions. To demonstrate these ripple effects and their conditions, we shall look at four cases, each of which broadens the view of spin-offs and contributions to local development: • The Quebec Museum of Civilisation shows the variety of functions that must be taken into account in assessing the territorial impact. • The Guggenheim Museum of Bilbao shows how a new museum can help improve a territory’s image, and can even be designed from the outset to spearhead such changes. • Museum tourism in Paris testifies to the important economic potential of museums. CULTURE AND LOCAL DEVELOPMENT - ISBN 92-64-00990-6 - © OECD 2005 67
2. LOCAL DEVELOPMENT BASED ON ATTRACTING VISITORS AND TOURISTS • Ecomuseums, interpretation centres and economuseums that are having new impacts, especially in rural areas. The Quebec Museum of Civilisation The evaluation of the Museum of Civilisation in Quebec City highlights the importance of the Museum as a business in itself (Greffe, 1999). It looks at three principal functions: outreach, conservation, and research. The outreach function includes both user values (for its visitors) and non-use values (for other stakeholders), while the two other functions, conservation and research, have to do essentially with non-use values. Visitor-assigned values reflect the price visitors have agreed to pay for their visit, and the “consumer surplus” or the amount that they would have been willing to pay beyond the actual admission charge. The first element is represented by admission receipts of $1.02 million Canadian dollars. The second element can be estimated on the basis of transport costs, which reveal a surplus of three dollars per visitor. This implies, given the number of visitors, a global surplus of $2,779,000. When it comes to non-use values, we can start with average public outlays per museum in Canada as representing the combination of option, bequest and existence values with which citizens respond. This method produces a value of $12.2 million. The value of the education function is determined by analogy: we consider the average recurrent cost of a day in school and apply this to the time that schoolchildren spend in the museum. We arrived at a value of $775,000, for more than 40,000 visiting pupils. The value of the research function is estimated from two amounts: government subsidies to conservation and research work, and services outsourced to other institutions for documentation, archiving, interpretation, etc. Here the value is very low, at $20,000. If we add gifts and philanthropic contributions from foundations or businesses, we obtain a total value of slightly more than $18 million. Thus we see that the museum can become a large-scale, multi-product business without even considering the spin-offs from related tourist spending. The Guggenheim Museum in Bilbao In 1989 the regional and provincial government of the “Basque Country” adopted a plan to revitalise the metropolitan area of Bilbao, which had for 20 years been in industrial decline and had seen its external reputation tarnished by terrorism (Del Castillo, 2001). The plan included eight strategic points of development, including 68 CULTURE AND LOCAL DEVELOPMENT - ISBN 92-64-00990-6 - © OECD 2005
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Culture and Local Development
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ORGANISATION FOR ECONOMIC CO-OPERAT
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Table of Contents Executive Summary
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EXECUTIVE SUMMARY the operation of
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EXECUTIVE SUMMARY new projects; and
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EXECUTIVE SUMMARY is the fact that
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EXECUTIVE SUMMARY A new agenda for
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CONCLUSION - DESIGNING LOCAL PUBLIC
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BIBLIOGRAPHY Bretton, H., (2000), C
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BIBLIOGRAPHY Frey B. & W.W. Pommere
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BIBLIOGRAPHY Karachalis N.,E. Kyria
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BIBLIOGRAPHY Myerscough, J. (1988),
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BIBLIOGRAPHY .Raffin, F., (1999),
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BIBLIOGRAPHY Walker et al, (2000) P
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ANNEX 1 This distinction between sh
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Annex 2 CHAPTER 3: PROMOTING LOCAL
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ANNEX 2 The second measure is given
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NOTES 116. de Filgueiras Gomes M.A.
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