About

Summary

This study was commissioned to assess the impact of the Culture Mile Pop-Up Art street installation in the City of London.  The impact was measured in terms of awareness, positivity and economic change on local businesses.  Primary research was used to collect data from visitors and businesses, and the findings provided the client with robust information for planning future outdoor exhibitions in the City.

Our Approach

The study was undertaken using a combination of observations and interviews with the general public in and around the four specific areas.  In addition, short interviews were conducted with businesses that operated in the Silk Street, Moor Lane and Smithfield Rotunda areas.

The selection of visitors was based on observations of their actions in the area, which included stopping and looking at installations, possibly taking photos, and changing direction or directing someone else to the installations.

The surveys included questions on the awareness of the Culture Mile Art Programme; sources of information; comments on information provision; how the area or installation made them feel; whether they thought the installations changed their perception of the City; whether they were in favour of more installations and if so, what they would like to see.

Interviews with local businesses focussed on shops, bars and restaurants seeking the views of owners regarding the impact of the installations, in particular whether they thought if they had increased footfall into their premises, and to estimate additional spend due to increased footfall.

Outcome

The research provided robust data and analysis of the success of the Culture Mile Pop-Up Art street installation, including estimates of additional expenditure it generated from visitors to the area.  A long list of quotations from visitors and businesses provided additional qualitative findings.