create 2012 report

CREATE REPORT 2012- 1 -

RepoRt 2012www.cReatelondon.oRg

CREATE REPORT 2012

contents

Executive Summary 03

Projects:

David Bailey’s East End 06

Frieze Projects East 08

CREATE Art Award: Ruth Ewan – Liberties of the Savoy 14

The Barking Bathhouse 16

CREATE Souvenirs 19

Urban Classic 22

London: Hidden City 24

Rio-London Carnival Exchange 26

You Me Bum Bum Train 28

Sacrilege 30

Prometheus Awakes 32

en route 34

CREATE Jobs 36

CREATE and London 2012 (LOGOG) 39

Audience Monitoring Strategy 42

Audience Analysis 43

Economic Impact 44

Budget 45 PR and Marketing 46

Future Planning 56

Appendices:

Background 57

Testimonials 58

Marketing 60

CREATE London - The Organisation 64

Sponsors and Supporters 65


“…A RESPOnSIBLE, EThICAL And dESIRABLE InITIATIvE…” New York Times

“A wEALTh OF CREATIvE InSPIRATIOn”Wired

“A quIET REvOLuTIOn In PuBLIC ART”The Financial Times

CREATE delivered a fifth annual summer programme in 2012 across the six London Olympic host

Boroughs. The programme ran from 21 June to 31 October, and centered around 12 commissioned

and co-commissioned projects. This report focuses on an evaluation of these projects. The 2012

programme was CREATE’s most significant and substantial programme to date, with over £1.3 million

invested in new projects in east London. The following projects reached audiences of over 870,000 and

actively involved over 95,000 participants.

executive summaRy


- David Bailey’s East End

- Frieze Projects East

- The Barking Bathhouse

- Jeremy Deller’s Sacrilege

- London: Hidden City

- Urban Classic

As well as these core projects, this report also takes into consideration CREATE’s wider partner

programme – a series of associated events and programmes delivered by leading east London galleries,

theatres, arts organisations, local authorities, broadcasters and local festivals over the summer. CREATE

worked to directly lever in significant programming and investment for east London in 2012, to the

value of over £3 million, in addition to the core programme. This report includes reference to some of

that leverage, focusing on projects and programmes which were delivered this summer as part of the

London 2012 Festival and with the BBC. Overall, CREATE worked in partnership with the creative sector

in east London to deliver and promote thirteen weeks of activity, which attracted audiences of 1.4

million.

In a time of serious economic challenges and with the added pressure of the Olympics, the CREATE

programme made a significant positive contribution to the promotion of east London as a cultural

destination in the lead up to the Games. This included a special east London edition of Time Out a

month before the Olympics, and a national, London-wide and international media campaign which

reached 77 million people with a value of over £5 million. In helping attract overall audiences of over 1.4

million – largely in the month leading up to the Games – CREATE 2012 contributed a positive economic

impact of over £23.5 million with over £5 million of this coming from visitors from outside east London.

CREATE exists to spread the benefits of east London as home to Europe’s largest cultural quarter

with the people who live here. CREATE aims to reach and actively involve residents from across the

host Boroughs and this year saw a significant rise with over 1.1 million local people engaging with the

programme, with 83% of audiences drawn from local communities. within CREATE’s own series of

projects, over 50,000 local people actively took part through a range of participation activities, with

approximately 20,000 taking part in long-term training, mentoring and creative workshop programmes.

In addition to this, 136 local young people worked on CREATE projects as part of the CREATE Jobs

programme.

As well as the delivery of the summer programme, 2012 also saw a significant organisational shift

for CREATE London. underlining a commitment to securing the legacy of the organisation, CREATE

secured Charitable Status in April 2012 and began trading as an independent Limited Company. A new

board, chaired by John Studzinski CBE and supported by the host Borough partnership is now steering

the future of CREATE London. CREATE’s work, following the excitement and successes of 2012, lies

in ensuring that the long-term benefits of connecting east London communities to this extraordinary

cultural quarter are fully realised.

ExEcutivE Summary

- Rio-London Carnival Exchange

- CREATE Souvenirs

- You Me Bum Bum Train

- en route

- Prometheus Awakes

- The CREATE Art Award: Liberties of the Savoy


pRoJects


6 July – 5 August

“wITh EnOuGh MATERIAL hERE TO ThInk ABOuT FOR MOnThS, InTERESTInG And BEAuTIFuL And FuLL OF RICh ALLuSIOnS TO OThER PhOTOGRAPhERS, OThER ARTISTS, IT’S A 50 yEAR RETROSPECTIvE In ALL BuT nAME.”The Financial Times

david Bailey’s east end


David Bailey’s East End exhibition ran from 6 July – 5 August in Compressor house, Royal Albert docks,

following a successful private view on 4 July. Curated by the artist’s studio and Bailey himself, it featured

many previously unseen photographs and concentrated on three eras: 1960s, 1980s and recent years,

documenting the changing physical and social landscapes of the area through streetscapes, characters

and scenes of east London life. The project was supported by the London Borough of newham.

This was the first time this historic industrial building had been used for an art project, and the

transformation of the space where the exhibition was hung, lit and presented, together with the overall

aesthetic, was well received by the public and press. Tickets were priced at £6, and were free for

residents of newham, to encourage attendance from the borough. Tickets could be booked in advance

online or in person on the day, with audiences totalling 8,735.

Special events for elderly residents of newham took place and were hosted by CREATE director,

hadrian Garrard, offering a chance for local people who remembered the areas and people depicted in

Bailey’s photos over the decades to share their stories of the changes they had seen.

The exhibition was heavily featured as part of CREATE’s 2012 media partnership with Time Out

magazine, with two images being used for the front cover in the June special edition, supported by a six

page interview with david Bailey, and the entire issue being dedicated to east London with other core

CREATE projects featuring prominently. There was a wide variety of high profile press coverage of the

exhibition including broadcast coverage on BBC (featured on Newsnight and The Culture Show), Sky

and ITv as well as print and online editorial. Media coverage generated by the exhibition was valued at

£3,861,477, and the PR reach was 50,238,950.

The project was marketed via leaflets and posters, competitions, print advertising, website, social

media and email with a particular focus on promoting the exhibition within the borough of newham. A

special photography competition, in partnership with Time Out, opened up the exhibition to potential

audiences in an entirely new and interactive way as people were invited to submit their own East End

photos. This was very successful gaining over 500 entries in just ten days. The ten finalists were voted

for by the public ‘liking’ them on Time Out’s Facebook channel, yielding 3,215 likes, 231 shares and 118

comments. Merchandise was produced in the form of a set of limited edition collector’s postcards, a

souvenir exhibition brochure and a souvenir canvas bag.

DaviD BailEy’S EaSt EnD


18 July – 26 August

‘…FRIEzE PROJECTS EAST IS A hIGh POInT OF ThE CuLTuRAL OLyMPIAd…ThE InSTALLATIOnS ARE IMPRESSIvE And ARRESTInG, FROM ThE ChEEky, OuTLAndISh InTERvEnTIOn By BRITISh ARTIST duO AnThEA hAMILTOn And nIChOLAS ByRnE ThAT TRAnSFORMS ThE POPLAR BAThS…TO SARnATh BAnERJEE’S wITTy, MELAnChOLIC BILLBOARdS dOTTEd AROund hACknEy.’ The Financial Times

‘…FRIEzE PROJECTS EAST OvERALL MAkES An IMPORTAnT POInT – ThAT PuBLIC ART nEEd nOT BE BOMBASTIC TO MAkE An IMPACT.’The London Evening Standard

FRieze pRoJects east


Frieze Projects East ran from 18 July – 26 August 2012 and formed part of the

London 2012 Festival. The series comprised of six site-specific artists’ works

specially commissioned for the Olympic and Paralympic host Boroughs in east

London. The series aimed to bring international artists’ work to local audiences

in interesting and dynamic ways, inviting exploration and engagement. The

programme was commissioned by CREATE and London 2012, and was curated and

produced by Frieze Foundation’s Sarah McCrory. The commissioned artists were

Can Altay, Sarnath Banerjee, Anthea hamilton & nicholas Byrne, Gary webb, klaus

weber and Ruth Ewan. To accompany Frieze Projects East, a series of workshops,

talks and events were programmed in conjunction with local arts organisations.

These events sought to extend the reach of the artists’ commissions across a

number of different audiences.

COMMISSIOnS

Sarnath Banerjee: Gallery of Losers (Non-Performers, Almost Winners, Under Achievers, Almost Made Its)

Indian artist, Sarnath Banerjee produced a series of graphic illustrations that

depicted failed forays into amateur sports, alongside better-known partial successes

in Olympic history.

The work was presented across all six host Boroughs, over a six-week period

appearing on billboards, posters, and local borough newspapers and selected

hoardings. The artist gave a talk at Bow Arts Trust in July discussing his practice and

the Frieze Projects East commission. The talk was organised in conjunction with

Bow Arts Trust as part of their summer programme of events at the nunnery Gallery.

FriEzE ProjEctS EaSt



Can Altay: Distributed

Can Altay’s project was situated across a number of key buildings in waltham

Forest including Forest yMCA, Leyton Library and waltham Forest Town hall. The

work consisted of twenty large, mirror ball-like sculptures placed on doors of

these buildings. The sculptures were intended to be touched, used and handled by

the local communities that live and work in waltham Forest.

Alongside this intervention, the artist interviewed local community members to

discuss their relationship to public space and public art. A series of discursive

pamphlets, in the tradition of william Morris, were published and distributed

documenting these conversations.

The newly refurbished william Morris Gallery opened to the public on the 2 August

and provided a hub for Can Altay’s project. The gallery hosted an artists’ talk and

workshop aimed at gallery visitors, local artists and project participants. A Family

day titled ‘urban Explorers’ was programmed at the Gallery with Reach Out RCA

– the Royal College of Art’s outreach programme. The Family day extended the

reach of Altay’s programme to a family audience and explored the main themes

inherent in his work.


Anthea hamilton & nicholas Byrne: LOVE

Anthea hamilton and nicholas Byrne’s artwork consisted of large brightly

coloured, suspended and freestanding inflatable sculptures housed in Poplar

Baths. Closed since the 1980s, Frieze Foundation worked closely with members of

Tower hamlets council to open up the building to the public for the first time in

over twenty years. The artists’ installation drew directly from the site’s history and

therefore included the visual languages of art deco inspired by the period in which

the building was re-opened as a vibrant bathhouse, music hall and theatre.

Taking on board the local interest in the Baths, Frieze Projects East organized

walking tours of Poplar and the local area. The walking tours were led by local

historian and archivist Gary haines.



Gary webb: Squeaky Clean

Gary webb’s artwork Squeaky Clean takes the form of an interactive public

sculpture. A permanent commission, the artwork is situated in Charlton Park,

Greenwich. Built from steamed wood, polished aluminium and cast resin, the work

combines brightly coloured and large-scale public sculpture with elements of

modular playground equipment. The work is aimed at local users of the park and

the local community.



klaus weber: Sandfountain

klaus weber’s commission presented a distinctive take on a traditional way to

artificially ornament a site. Sandfountain took the form of a traditional three-tiered

fountain but was engineered to propel sand rather than water. The work was

housed in one of the old Sugarhouse Lane factories in Stratford, newham, close to

the main Olympic site.

working with the newham based educational organisation Fundamental

Architectural Inclusion, Frieze Projects East jointly programmed a film screening

and walking tour of the local area. Aimed at both local and art audiences, the event

considered the changing face of Stratford and its neighbourhoods.

In addition, family workshops linked to klaus weber’s work were programmed by

Reachout RCA and took place at Assemble’s Sugarhouse Studios in Stratford.



cReate aRt awaRd: liBeRties oF tHe savoy

“IT wAS dESIGnEd TO EMPOwER And MOTIvATE ThE TEEnAGERS, SOME OF whOM hAd nEvER vISITEd CEnTRAL LOndOn.”The Evening Standard

“… OnE OF ThE MORE EdGy ExAMPLES (OF PARTICIPATORy ART) TO EMERGE.” The Spectator


crEatE art awarD: liBErtiES oF thE Savoy

Ruth Ewan’s Liberties of the Savoy project was the winner of the fourth annual CREATE Art Award.

Produced by Frieze Foundation, the project was presented as part of Frieze Projects East and ran from

May – July, engaging with over 200 young people across all six host Boroughs. The project received

both local and national press coverage.

Ruth Ewan is a Scottish artist based in London, and is known for creating context or site-specific art

projects that highlight the continued relevance of particular hidden historic moments to the present

day. The artist often works with collaborators and participants to realise her projects, which are

grounded in focused research into the social and political history of the site on which they are based.

Liberties of the Savoy took the historical area once known as the Precinct of The Savoy in central

London as its starting point. young people were mentored over a two-month period to gain new skills,

which allowed them to programme their own event in the Lancaster Ballroom at The Savoy.

Schools were invited to participate in the project following consultation with A New Direction, a not-

for-profit organization which focuses on bringing young people and education together with arts

and culture in London. The schools involved in the project were: Lammas School and Sports College,

waltham Forest, George Mitchell School, waltham Forest; Bow School, Tower hamlets; The Jo

Richardson Community School, Barking and dagenham; Robert Clack School, Barking and dagenham;

Thomas Tallis School, Greenwich; and Stoke newington School and Sixth Form, hackney.

Ruth Ewan paired creative mentors with particular schools, and each school was charged with

organising one aspect of the final event. The mentors involved in the project included Martin Chiffers,

Executive Pastry Chef at The Savoy; Lucy woods, Music Promoter at Eat Your Ears record label; and

Patrick Lacey from graphic design studio Abake. Lesson plans were devised by mentors in conversation

with the artist and teachers, and aimed to develop key practical skills required to organise a large event,

as well as asking young people to reflect on a key moment in the Capital’s history.

The project culminated in a celebratory event on Tuesday 17 July when the young people were granted

‘Liberties of the Savoy’ for one afternoon. The event was exclusively for the participants and was

covered by BBC London news. Permanent documentation of the project takes the form of a book co-

published by CREATE and Book Works; and also a documentary film, screened at the Barbican in late

October 2012.

To see video click here.

http://vimeo.com/54517074


tHe BaRking BatHHouse

27 July – 28 October

“ThE BARkInG BAThhOuSE, A RESPOnSIBLE, EThICAL And dESIRABLE InITIATIvE…A PIOnEERInG PROJECT FOR BARkInG.”New York Times

“LOunGInG ThE AFTERnOOn AwAy On A ShInGLE BEACh And SIPPInG FRuIT COCkTAILS AFTER An InduLGEnT MASSAGE ARE nOT ThE SORT OF ACTIvITIES uSuALLy ASSOCIATEd wITh BARkInG, EAST LOndOn. BuT In ThE FAR CORnER OF A CAR PARk, On An InAuSPICIOuS SIdE STREET JuST MInuTES FROM ThE huBBuB OF ThE TOwn CEnTRE, IS A PLACE whERE yOu CAn dO JuST ThAT.”Daily Telegraph


thE Barking BathhouSE

CREATE commissioned Something & Son to design and build the Barking Bathhouse, a unique new

space that draws on innovative health, beauty and design practices. Built on the site of a derelict

pub and former public bath, the Bathhouse consisted of 10 darkened, prefabricated, timber pods,

reminiscent of farm buildings in nearby Essex and beach huts in kent, containing massage and

treatment rooms, a sauna, an ice room, a bar and a shingle beach.

Something & Son are a design practice whose work reflects a shared passion for social enterprise, the

environment, engineering and art. The practice created the hugely popular FARM:shop in dalston,

where a fully functioning farm has been created in a disused shop. Their approach to the Bathhouse was

rooted in a long history of British inquisitiveness and experimentation, and reflects its passion for social

enterprise and sustainability.

The Barking Bathhouse brought art and the community together to transform an empty site in the

centre of Barking into a new social space, aimed at embedding the health and wellbeing of locals and

visitors into the heart of the project. The Bathhouse revived the spirit of Barking’s former bathhouse,

which, before closing in 1986 after 87 years of operation, catered for the health of local people. The

new structure was inspired by both 20th-century working men’s bathhouses and ultra-modern spas. Its

raw aesthetic challenged traditional notions of luxury, whilst creating a peaceful space in which to relax.

Furthermore, the Bathhouse’s pod-based design, prefabricated and assembled on site, was planned with

the future in mind: now that the Bathhouse in its original location has closed, the pods will be relocated

individually or together for continued use by the local community.

Combining a spa with a bar, the Bathhouse consisted of a series of massage and treatment rooms

leading to a traditional sauna and a cold room lined with ice blocks, which brought conventional

bathhouse rituals into the experience. Massages, body treatments, manicures and pedicures were

all offered, and Something & Son worked with local beauticians and gardeners to develop natural

treatments that used produce from local allotments. In the relaxation area, spa visitors were able to

socialise and sunbathe on loungers in seaside-inspired pebble bays under an open roof, whilst in the bar,

they could sip healthy cocktails and smoothies under a canopy of cucumber vines that also provided the

raw materials for the spa treatments.

Local participation was embedded across all stages of the project, construction and programming.

The Bathhouse was built over six weeks with local volunteers’ input, and Something & Son also built

relationships with local businesses, colleges and residents groups. The project created eight local

employment opportunities: two full-time managerial roles and eight part-time roles including bar staff,

box office/bookings, venue spa manager, beauty and health therapists. The Bathhouse established

kick-start business grants for four Barking and dagenham based, beauty and health therapists, and

provided regular mentoring support from a professional spa manager. The local therapists were not

charged ground rent and 100% of income from treatments was returned to therapists. work experience

opportunities were provided for local beauty trainees at Barking and dagenham College to gain

experience working with Bathhouse spa professionals.


The Bathhouse provided a platform for, and collaborated with, local arts group Studio 3 Arts connecting

with the Summer Sorted programme across photography, fashion and music workshops. Local

community growing groups donated mint and sage for use in spa smoothies, the compost created by

smoothie or juice pulp was then donated to local community gardening groups. The Bathhouse also

supplied hard wood ashes from the sauna to community gardens to make soaps, with the first batch of

soaps donated to the Barking Bathhouse for use in the spa.

The Bathhouse spa and treatments were priced with local engagement in mind, with a 75% discount for

local residents to ensure the spa facilities were accessible to all irrespective of income bracket. Central

to the project was the exploration of changing people’s perceptions and attitudes toward wellbeing and

the suggestion that healthy living is essential rather than a luxury.

The total audience number for the Bathhouse was approximately 5,300. Over 43% of audiences that

visited the Bathhouse were local residents. The Bathhouse was visited by a cross-section of the local

community: over 65s, families, young people, students and young professionals, all enjoyed the services

offered as well as audiences from outside the borough, across London and the home counties. Specific

women Only and Men Only sessions were programmed to ensure all members of the community could

be comfortable within the spa facilities.

Over the summer period, the Bathhouse also ran a varied events programme including laughter yoga,

clowning workshops and comedy nights - reflecting its ethos of cultivating happiness and promoting

wellbeing.

The project PR has had an audience reach of 8 million and was featured in international, national

and local press including: BBC London News, BBC Radio, The Daily Telegraph, The Guardian, New

York Times, Evening Standard, Time Out, Design Week, Elle, Red, Esquire, wallpaper* and Barking &

Dagenham Post.

The Barking Bathhouse was featured as one of eleven projects selected as part of the Mayor of London’s

legacy campaign ‘Gift of the Games’ alongside the Emirates Airline Cable Car and the ArcelorMittal

Orbit. It was featured in posters across tube and rail stations, and the ‘Gift of the Games’ micro-site as a

prime example of urban renewal.

The project was originally scheduled to close on 16 September, but was extended until the end of

October. we are currently exploring possibilities around its permanent situation in Barking.

The project was delivered in partnership with the London Borough of Barking & dagenham and the

Mayor of London. The Outer London Fund, launched by the Mayor in 2011, is a three-year initiative

dedicated to strengthening the vibrancy and growth of high streets and their environs.

thE Barking BathhouSE


cReate souveniRs

“CREATE SOuvEnIRS ARE SIGnIFICAnT, And wELL-COnSIdEREd, ThEy EnCAPSuLATE A PLACE And TIME And FORCE uS TO COnSIdER whAT IT MEAnS TO COMMEMORATE.”New York Times

CREATE commissioned design authority Thorsten van Elten to work with five leading east London

designers and artists to create a range of affectionate, irreverent mementos that celebrate the area’s

cultural heritage at this special time. As a welcome antidote to the throwaway mass-produced

souvenir, these solidly crafted pieces, all proudly made in the uk, were commissioned to inspire fond

memories for decades to come, and are aimed to support and celebrate east London design and uk

manufacturing.

The Souvenirs were priced between £9.95 and £75, and have been available to purchase from 21 June in

selected shops including SCP on Curtain Road, the Barbican Centre shop, and online at theo-theo.com

and createlondon.org.


crEatE SouvEnirS

Houses by Barnaby Barford

Barnaby Barford created a set of five miniature, two-sided, bone china figurines,

each depicting a different local landmark – homes, shops and a public house –

on each side. Each of the 10 locations tells a fascinating story about east London

history including a house on Cable Street, the scene of fascist clashes in 1936; E.

Pellicci, an Italian café in Bethnal Green that has been in the same family for over

100 years; the Golden Pound pound shop; the Blind Beggar pub; and the former

home of Benjamin waugh, the founder of the nSPCC.

Barford is known for reconfiguring found porcelain figurines to create more

contemporary objects.

Cockney Rhyming Badges by Ed Carpenter

Ed Carpenter designed a series of colourful gilt and enamel badges that celebrate

the art of Cockney rhyming slang. Sold in sets of three, there are three collections

available based on the subjects of food, work, compliments and profanity.

Carpenter also designed the celebrated Pigeon Light.

Exercise Books by Donna Wilson

donna wilson designed a set of three “exercise” books, with illustrations of people

doing exercise, loosely related to this summer’s Games. Living and working in east

London, wilson is very familiar with its parks, lido and cyclists, and she shared tips

for parks and pools on the books’ back covers.

wilson is known for her collection of knitted creatures and cushions, and was

named designer of the year at the 2010 British design Awards.


Sounds of Making by Dominic Wilcox

dominic wilcox created a vinyl LP, itself pressed in hackney, celebrating the act of

making things and the unusually high number of skilled craftspeople based in east

London. Sounds include: “The sound of making an outfit for Lady Gaga in hackney”,

“The sound of a book binder at work in walthamstow” and “The sound of a record

being pressed by a company which had to relocate from what is now the Olympic

Park”.

wilcox’s previous work includes War Bowls, made from melted plastic army figures,

and Watch Sculptures, which perch on the faces of wrist- and pocket watches.

Regent’s Domestic Bollard by André Klauser

Canals have played an important role in the development of east London, and

its canal-sides have recently become enormously popular for holding events,

cycling or just lazing away a weekend afternoon. André klauser created a multi-

functional bookend/paperweight/doorstop based on the mooring bollards along

east London’s canals. klauser’s bollards were cast in solid iron by a foundry on

Regent’s Canal, near Broadway Market, that has previously cast fences for the British

Museum and the national Gallery.

klauser’s other work includes the Mechano, a chair inspired by the aesthetics of

industrial shelving.

crEatE SouvEnirS


uRBan classic

3 March, Barbican Centre5 July, Waltham Forest

“uRBAn CLASSIC SAw ThE wORLd OF uRBAn MuSIC GIvEn A CLASSICAL TwIST By ThE BBC SyMPhOny ORChESTRA…A TRuLy AMAzInG COnCERT…”NME

“An unFORGETTABLE nIGhT, ThIS COLLABORATIOn IS A COMPLETE OnE-OFF.”Trevor Nelson, BBC Radio 1


urBan claSSic

Urban Classic provided the finale moment for CREATE’s three–year music strand, Young London: Into

Music, that championed the next generation of east and southeast London’s young music creatives

from those with a burgeoning interest in the music industry to emerging music professionals. The

strand has supported the network of youth music organisations based in the host Boroughs, which

have established channels of reaching out to east and southeast London’s young communities, building

their capacity and providing a outlet through which they can benefit from the Olympic and Paralympic

Games in 2012.

The host Boroughs is Europe’s largest cultural quarter and home to the uk’s youngest population,

with almost a fifth (17.6%) of the adult population having no educational qualifications. Our music

programme reaches out to young east and southeast Londoners who may not have traditional routes

into the sector, or who may be disengaged from education, employment or training, and offers

alternative ways of learning. Young London: Into Music provided mentoring and work-based learning

opportunities to build confidence, entrepreneurship and acumen, supporting progression into further

education, training or employment for over 600 young people over the past three years.

CREATE developed the partnership with the London Borough of waltham Forest to deliver urban

Classic, a musical event that featured as part of waltham Forest’s The Big 6 events. A genre-busting

musical extravaganza, Urban Classic presented a unique performance bringing together the BBC

Symphony Orchestra and contemporary pop musicians, all with their roots in London’s underground

urban music scene: n-dubz producer Fazer, multiple Brit and MOBO award winner Ms. dynamite,

dagenham grime artist devlin and MC Skepta. The performance celebrated the success of London’s

urban music stars, moving from the underground to dominating the uk’s mainstream pop industry. The

performance was conducted by Jules Buckley - fresh from last year’s celebrated collaboration with

Basement Jaxx and the Metropole Orkest, the world’s largest full-time jazz-pop ensemble, where he is

principal conductor.

Urban Classic attracted an audience of over 9,000, with all tickets to the event free of charge. The

audience was predominantly local, with tickets free of charge for local east London postcodes.

Urban Classic was a highlight of the London 2012 Festival and was previewed at the Barbican on 3

March 2012 as a part of Music Nation, a nationwide weekend of live music events across the uk on 3

and 4 March 2012, and was broadcast live on Radio 1 and 1xtra to over 1 million listeners across the uk.

devised and led by the BBC, the weekend was the first nationwide countdown event to the London

2012 Festival. Urban Classic was produced by Bigga Fish and Serious, in partnership with the Barbican

and CREATE.


london:Hidden city

26 June, Barbican Centre19 July, Sugarhouse Studios

“An AMBITIOuS, SEnSITIvELy CuRATEd PROGRAMME ThAT EnGAGES wITh LOndOn On A MuCh dEEPER LEvEL ThAn ThE PICTuRE POSTCARd PART IT’S duE TO PLAy ThIS SuMMER.” Its Nice That

CREATE commissioned three short films about east London, which each captured the area at a

very significant moment in its history. The brief invited three filmmakers, artists and musicians the

opportunity to explore east London on the eve of the London 2012 Olympic Games.

The films, by Paul kelly and Saint Etienne, Michael Smith and wojciech duczmal, and Eva weber,

trace the artists’ personal journeys through the Olympic host Boroughs. London has been a source of

influence, inspiration and curiosity throughout all the artists’ careers and the series London: Hidden City

mixes fact and fiction, capturing the spaces between landmarks and the areas Londoners inhabit.

London: Hidden City premiered at the Barbican in June, and was also screened at Sugarhouse Studios in

Stratford. A series of q&A sessions and public talks accompanied these screenings, and the films were

also screened online.


lonDon:hiDDEn city

Lost in London: Michael Smith and wojciech duczmal

Lost in London is a love story between a person and a place. Michael Smith and wojciech duczmal

have collaborated on several documentaries for the BBC, and this film is Smith’s personal and poetic

response to the unique spirit of place that charges the East End, where he has lived for many years.

Smith takes the viewer on a wander through the fabric of the city, composed of memories as much as

bricks and mortar. It is a complex, bittersweet romance between an individual and his city.

Michael Smith is an author, broadcaster and filmmaker and is best known for Citizen Smith, a series

examining what it means to be English (BBC4, 2008) and Michael Smith’s Drivetime, a six-part road

movie exploring the cultural impact of the car (BBC4, 2009). he has published The Giro Playboy (Faber

and Faber 2006) and is a regular presenter on the BBC Culture Show.

To see film click here.

Seven Summers: Saint Etienne presents a film by Paul kelly

In the summer of 2005, director Paul kelly spent three weeks with the band Saint Etienne filming in the

Lower Lea valley. They captured an area that would soon be transformed from an industrial wasteland

into the Olympic Park. At that time, it was still heavily polluted and largely deserted, but rich in history: the

few square miles between Bow and hackney wick were the birthplace of the modern petrol and plastic

industries. now, the area is unrecognisable. using new and unseen footage, Seven Summers looks back on

what has been lost, what has been gained, and what the future holds for the Lower Lea valley.

Paul kelly is a film director, author and designer. In collaboration with the band Saint Etienne, he

has made three films: Finisterre (2002), What Have You Done Today Mervyn Day? (2005) and This Is

Tomorrow (2007), as well as several of his own films, including Lawrence of Belgravia (2011).

Night, Peace: Eva weber

A contemplative study in movement and sound, Night, Peace takes the viewer into the London night

to explore the eerie isolation and fragile peace of a nocturnal urban landscape that is imprinted with

the echoes and resonances of daytime life. Beautifully composed imagery traces out a journey past

sleeping buildings and empty tube trains, through reflections of light and shadow playing on the river,

and soars high above the abstract maze of the city, as glimpses of spaces and lives normally invisible to

us are revealed.

Eva weber is an award-winning filmmaker whose work includes the short documentaries The Intimacy

of Strangers, City of Cranes and The Solitary Life of Cranes.

http://vimeo.com/43471407


pRoJects : Rio – london caRnival excHange

“hACknEy’S STREETS…AwASh wITh COLOuR And dAnCInG RhyThMS, AS SAMBA dAnCERS And FAnTASTICAL FLOATS SnAkE ThEIR wAy ThROuGh ThE BOROuGh.”Hackney Gazette

The Rio – London Carnival Exchange began in december 2011 culminating in a variety of presentations

at the Isle of wight’s Blue Touch Paper Carnival in June, the One Hackney Festival in July, Notting Hill

Carnival in August and the Mayor’s Thames Festival in September.

The Exchange brought together over 500 uk and Brazilian Carnival artists in a unique commission

created through local and global artistic and cultural exchange. It celebrated the passing of the Cultural

Olympiad from London 2012 to Rio 2016 and was conceived to inspire a legacy of artistic collaboration

between the British and Brazilian Carnival traditions.

Funding and support for the commissioning of this programme was provided by: the London Organising

Committee for the Olympic Games, the Arts Council of England, London, London Borough of hackney

and the Greater London Authority.


rio – lonDon carnival ExchangE

CREATE engaged Creative Producers, Artaha to facilitate the exchange and develop and deliver the

overall programme. Renowned, award winning carnival designers, Renato Lage and Shademakers

Carnival Club were commissioned to co-design, construct and bring to life Amas, homage To Rio, a

representation of a Rio float, presented as a live art installation for the London 2012 Festival at the One

Hackney Festival Dance Nation’s Dalston and the Mayor’s Thames Festival. keith khan Associates, Artistic

directors of the One Hackney Festival Parade, were engaged to integrate the Rio Collaboration street

carnival within the parade.

In partnership with Lapa’s leading cultural arts centre, Fundição Progresso, CREATE co-commissioned

the artistic collaboration between Rio street bloco bands Monobloco and Sargento Pimenta, and British

Samba percussion squads Rhythms of the City and F-IRE Collective, to create a Rio Carnival street bloco

and arrange and perform the live score to homage To Rio.

Embaixadores da Alegria (the happy Ambassadors) collaborated with the Isle of wight’s new Carnival

Company and Shademakers, horsham district Council and Cusp Inc. to develop the Blue Touch Paper

Carnival, a programme that actively engaged and created opportunities for people with disabilities.

London School of Samba, Emergency Exit Arts, Paraiso School of Samba and Tropical Isles Carnival

Company collaborated with Embaixadores da Alegria and Fundição Progresso to develop skills in float

and costume design and making, which were realised in the Samba and Carnival companies work

that featured in the One Hackney Festival, Notting Hill Carnival and Mayor’s Thames Festival. notably,

hackney’s Tropical Isles costumes and performances won first place on Notting Hill Carnival’s Children’s

day and second place on the Adult’s day.

The Exchange received local, national and international press and media coverage, including the

Hackney Gazette and BBC London News. Local and international artistic collaborations continue,

between: CREATE and Fundição Progresso, Rhythms of the City and Monobloco, ROTC and

Shademakers, ROTC and Tropical Isles, Shademakers and Renato Lage, Embaixadores da Alegria and

new Carnival Company.

The total audience number was 1,265,000. This includes the following:

Ryde Arts Parade* (Blue Touch Paper Carnival): 15,000

One hackney: 103,000

notting hill*: 1,000,000

Mayor’s Thames Festival: 65,000

Olympic Park*: 80,000

BT Live: 5,000

* These audiences have not been included as part of our final audience figures.


you me Bum Bum tRain

“IT ChALLEnGES yOuR CREATIvITy, COnFIdEnCE And COuRAGE; ALLOwS ThE TIMId TO FInd A vOICE, And ExTROvERTS TO REvEL BEFORE A CAPTIvE AudIEnCE; And, PERhAPS MORE SuBTLy, IT PROdS AT nOTIOnS OF COnTROL And TRuST. IT’S A vERy SPECIAL 45 MInuTES IndEEd: EyE-OPEnInG, MAGICAL, MEMORABLE And uTTERLy unIquE.”Time Out London *****


you mE Bum Bum train

kate Bond and Morgan Lloyd’s You Me Bum Bum Train returned to east London as part of CREATE 2012.

This cult hit caused a sensation in 2010, when first commissioned by CREATE and the Barbican, winning

the Evening Standard Theatre Award for Outstanding newcomer and the Oxford Samuel Beckett

Theatre Trust Award.

The site of the production was Empire house, a 1970s three-story office block, in Stratford. It was

decided not to run the show during the Olympic weeks as the logistics of travel for audience and the

large cast would potentially have made the tight timing of the performance very difficult. The show

ran 19 - 26 July and 15 August - 19 September with tickets priced at £20. You Me Bum Bum Train went

on sale via the Barbican, one of the co-producing partners, selling out immediately with some tickets

retained for purchase by local residents.

In an exhilarating and participatory adventure, the sole audience member becomes a passenger

journeying through a maze of live scenes. due to the nature of the production, which inherently is about

the audience member unaware of what will happen, we have chosen not to include further information

about the experience.

young carpentry and building apprentices, and 76 CREATE Jobs programme participants helped to build

sets and contributed towards the production. These people, coupled with the volunteers who created

the live experience bringing the participatory audience total to 2,170. The production again received

exceptional reviews and audience response, and is now set to tour independently.

The production was produced by You Me Bum Bum Train and co-commissioned by the Barbican and

CREATE. It was presented in association with Theatre Royal Stratford East, and supported by Arts

Council England, Canary wharf Group and Stratford Renaissance Partnership, and featured as part of

the London 2012 Festival.


JeRemy delleR’s sacRilege

“dELLER…OFFERS ThE ACCESS TO STOnEhEnGE ThAT EnGLISh hERITAGE dEnIES – wITh AddEd BOunCE.”The Guardian


jErEmy DEllEr’S SacrilEgE

Jeremy deller’s Sacrilege was a life-sized inflatable replica of the British heritage and pagan site, and

tourist attraction, Stonehenge. The project was the latest in Turner Prize-winning deller’s exploration of

art in public spaces and contemporary culture in all its forms, and was open to the public at each site.

CREATE was instrumental in the germination of this project, developing the project with deller in its

early stages in 2009. CREATE contributed to commissioning Sacrilege with the Glasgow International

Festival of visual Art and Mayor of London, and assisted in the selection of locations in the host

Boroughs and secured the London premiere for Greenwich.

designed as a touring project, Sacrilege was launched in April at Glasgow International Festival of visual

Art (20 April - 7 May) before going on tour throughout the uk beginning in Camarthanshire, wales on

the summer solstice and taking in a total of 33 sites, 15 of which were in London. The east London sites,

which were supported by CREATE were East ham Central Park in newham (7 August), victoria Park in

hackney (8 August), The waterworks nature Reserve in waltham Forest (12 August). Sacrilege finished in

Preston on 9 September.

This interactive bouncy artwork gained a great deal of press coverage, and was an extremely popular

project attracting large audiences due to the unusual nature of the piece, the free open access and

participatory, enjoyable experience available to people of all backgrounds and ages. Audience members

in London followed Sacrilege to different sites bringing more and more people with them on each visit.

The total audience number for the east London dates was over 15,000.

A bespoke website www.sacrilege2012.co.uk was created, along with a Twitter account @sacrilege2012.

This gained over 1,000 followers, with a high volume of hash-tagging activity under #sacrilege and

#sacrilege2012.

The main focus of the promotion of the project was on media coverage. There was a wide variety of

high profile coverage of the project at the launch in Glasgow and further uk-wide coverage achieved

when Sacrilege came to London and premiered in Greenwich. Media broadcast coverage included BBC

News, ITV News, The Times and The Independent.

Alongside CREATE, the project was supported by Mayor of London, Arts Council England, Creative

Scotland and the Glasgow International Festival of Art. Sacrilege was also part of the London 2012 Festival.


pRometHeus awakes

“ThERE ARE nO LIMITATIOnS hERE, JuST GLORIOuS LIBERATIOn, AS ThE PERFORMERS FLy ACROSS ThE Sky And ThE wORLd ExPLOdES ALL AROund ThEM.” The Guardian


PromEthEuS awakES

Prometheus Awakes was a one-off outdoor spectacle, an exhilarating reinterpretation of the legendary

Greek myth premiered against the backdrop of queen’s house in the grounds of the Royal Museums

Greenwich, a world heritage site. The event took place on 22 June at 10pm lasting 45 minutes in a

promenade production, launching the Greenwich + docklands International Festival.

Featuring an eight-metre high Prometheus, aerial acrobatics, giant puppets, mass choreography,

digital projection, pyrotechnics, original music and special effects, the performance was created by

Graeae, the boldly inventive, disabled-led theatre company, in collaboration with Catalan masters of

visual magnificence, La Fura dels Baus. Co-directed by Amit Sharma and Pera Tantiñá featuring large-

scale, digital projections by Simon Mckeown, choreography by darshan Singh Bhuller and original

composition by Jules Maxwell, Prometheus Awakes was the first ever large-scale, outdoor theatre

production in this country led by disabled artists.

Our financial support for this project focused on attracting disabled and non-disabled performers, who

were recruited from local boroughs, participating as either part of the main cast or as volunteers. The

promenade nature of the production meant that audiences could move around the site to view different

elements of the production from a new perspective.

The event attracted audiences of over 6,000. It was also well received with the large majority of the

audience capturing parts of the performance on their mobile phones as photos or video and then going

on to share these via social networking sites.

Prometheus Awakes was co-commissioned by Greenwich + docklands International Festival and

Stockton International Riverside Festival, and was supported by the Royal Borough of Greenwich as part

of The Greenwich Festivals and CREATE. It as also part of GdIF, London 2012 Festival, The Greenwich

Festivals and CREATE.

To see video click here.

http://player.vimeo.com/video/45635372


en Route

“...A kInd OF EuPhORIA And A BREAThTAkInG nEw PERSPECTIvE OF ThE CITy.”The Independent


En routE

en route was a promenade experience during which audience members, outfitted with MP3 players

and mobile phones, went on a walking journey along the thoroughfares and back alleys of Stratford.

The winner of the 2010 award for Best Theatre Production at the Adelaide Fringe, en route combined

local music and snatches of narrative, musings, sound, dialogue and philosophy with the wanderings,

observations and experiences of each participant. It took place between 26 June - 21 July with 60

performances and a capacity of 8 people per performance.

Tickets were sold by Theatre Royal Stratford East and priced £15, £24 for two, and £30 for three. The

audience number totalled 343. The production achieved a capacity of 72%. 9% of bookers came from

E15 postcode with 12% of ticket purchases from newham residents. There were also participants from

the uSA. data suggests that a high proportion of ticket purchasers were new to Stratford East – perhaps

as high as 80%.

en route was presented by Theatre Royal Stratford East and produced by one-step-at-a-time-like-this

and Richard Jordan Productions. Supported by the victorian Government through Arts victoria and the

Australian Government through the Australia Council. Part of the London 2012 Festival.


cReate JoBs

Recognising the seriousness and complexity of youth unemployment, CREATE Jobs works to find

new ways for young people to gain the key experience, knowledge and skills needed to move into job

roles within the arts and creative sector. The organisation works directly with young people aged 18

- 25 years old who live in the Olympic host Boroughs, connecting them with employers who provide

positive and hands-on work experience, mentoring and jobs.

Over the past year, CREATE Jobs has cemented a relationship with the Job Centre Plus 2012 team (the

Get Britain working team). we brief Job Advisors, meet unemployed young people, and broker work

experience placements with arts and creative companies. Between november 2011 and August 2012,

we supported 99 young people in accessing hands-on work experience in the sector, enhancing their

employability and skills.

with so many routes to work hinging on ‘who you know’ or whether or not you can afford to take a

long-term, unpaid internship, CREATE Jobs is trying to level the playing field. A key success has been

that 12 of the young people who were placed on work experience found work immediately following

their placement. It proves that there is local talent, and our role encourages employer take up.


crEatE joBS

In addition to the Job Centre Plus work experience placements, CREATE Jobs also worked closely

with host Borough schools introducing students to the great range of arts and creative career roles

through: inspirational key notes (nii Sackey, Bigga Fish), practical workshops sessions (Bow Arts Trust,

Mztek, young Film Academy), mentoring and two-week school work experiences. we recognise the

importance of providing young people with a range of insightful opportunities at different age ranges,

so that they can make more informed choices about how and what to learn and progress into.

In 2011-12, CREATE Jobs worked with over 400 young people, 10 schools, and

40 organisations including:

Impact Bow Arts Trust

whitechapel Gallery Arts Admin

Shoreditch Trust Orange dot

you Me Bum Bum Train Mztek

david Bailey young Film Academy

Jobs4Creatives Boy Blue

wOh Productions Rolling Sound

Spitalfields Music Arts Inform

hip hop Shakespeare whitechapel Gallery

urban development Punchdrunk

English national Opera urban development

discover Bigga Fish

Theatre Royal Stratford East Somethin’ Else

Specialmoves Margaret London

Stratford Circus Big dance

Cornucopia Aardvark Films

Arcola Theatre Arts Council England

Invisible dust London College of Fashion

Streets united Frieze Foundation

Barbican independent freelancers

Geffrye Museum

CREATE Jobs has secured funding from Job Centre Plus for 2012-13 and aims to place 125 unemployed

young people in up to 8 weeks of work experience per person, and 50 young people into real jobs and

apprenticeships. we will also be running mentoring and a ‘speaker in schools’ programme.


crEatE joBS

Claudio Giambrone, Promotions Manager at Impact:

“Absolutely, we’d recommend this experience to others! It’s great to have new

faces and a fresh pair of eyes round the office. CREATE Jobs carefully chooses

trainees that match our business needs.”

Syara from Waltham Forest, undertook a placement at the Whitechapel Art

Gallery before being offered part-time work there, said:

“I felt I was really lucky to get the traineeship and I really wanted to get the

experience for my Cv, this will really help me in the future.”

Frances living in Newham, was a mentee matched with an employee of Arts

Council England, said:

“My mentor definitely made me feel more confident. we worked on my Cv so it

was great to sit down and think about all the things I had done, it was good to hear

the view of a professional; I got confidence from that.”

Sarah Davies, Consultant for AND, Up Projects:

“This programme is really interesting – I am a governor for a secondary school in

west London and I can see that the students are really keen for more opportunities

for understanding and developing career pathways outside of the prescriptive

work experience options. Schools are seeking more opportunities to prepare

their students for life beyond school and the Create Jobs programme, including

mentoring, goes a long way to ensuring schools understand the cultural sector as

a viable career path.”

Harriet, from Barking & Dagenham, after her 8-week placement with Hip Hop

Shakespeare said:

“Thanks to the traineeship I’ve now got an amazing job as an admin assistant for

the London 2012 team at Ticketmaster, which means I now work for the biggest

entertainment company in the world, Live nation.”

The CREATE Jobs programme is delivered by A New Direction in partnership

with CREATE.

A New Direction connects children, young people and education with the best of

arts and culture in London. we want to make London the leading city in the world

for young people’s cultural and creative development.

[email protected]. www.createjobslondon.org


ouR woRk witH london 2012

7 Projects delivered by CREATE this summer were part of the London 2012 Festival. These were:

- Frieze Projects East

- Rio-London Carnival Exchange

- Sacrilege

- en route

- Urban Classic

- You Me Bum Bum Train

- The Barking Bathhouse

Of these, those marked in bold had financial support, and were essentially co-commissions between

CREATE and London 2012. The other three projects were included in the London 2012 national press

and marketing campaigns and carried the London 2012 Festival brand.


CREATE, principally through director, hadrian Garrard’s, dual role as Creative

Programmer for London 2012, had a formal role in shaping the London 2012

cultural programme for east London. This included working in collaboration with

the BBC to propose the idea of the Radio 1 hackney weekender and broker the

relationship between the BBC and the London Borough of hackney. In response

to concerns around the lack of free tickets to the Games for local people, we

initiated the idea of a free music festival in hackney and, with BBC executive

Susanna Simons, proposed this to the then BBC1 controller Andy Parfitt, back in

2009. The idea was developed through research, a series of discussions and site

visits to the hackney Marshes with senior BBC executives before being presented

to the Chief Executive and Mayor of hackney early in 2010. we are proud to have

brought about the biggest outdoor broadcast event in Radio 1’s history (also the

biggest in BBC history), along with free tickets for over 70,000 local people and a

social engagement programme, which included over 10,000 young people from

the host Boroughs. The event was an unqualified success and an international

news story, giving the boroughs surrounding the Olympic Park a great positive

PR boost in the lead up to the Games, and has opened up the potential for more

major revenue generating events for the hackney Marshes in the future.

our work with lonDon 2012

The BBC Radio 1 hackney weekender was part of a wider work-stream for CREATE in the lead up to

the Games, wherein we worked closely with London 2012 and the Mayor of London to ensure that the

programming and events surrounding the Games were sited in east London and involved and benefitted

local people and creative organisations.

details of this work will be presented as part of London 2012’s detailed national evaluation. however, we

were proud and happy to see the following realised:

• BTRiverofMusicstagesforover25,000peoplesituatedinGreenwichandtheTower

of London

• ThetwopermanentLiveSitesforLondonsituatedintheHostBoroughsatWalthamstow

and woolwich

• BFIscreeningsoftherestoredHitchcockarchivesatlocalvenuesincludingtheHackneyEmpire

• TheMayorofLondon’sSecrets,OuterLondonFundand Surprises programmes all seeing new work delivered in the host Boroughs

• EastLondonbasedcompanies,includingCryingOutLoud,ArtichokeandGraeaeall

commissioned by London 2012 and the Mayor of London to deliver stand-out events for

London during the summer

• ProgrammessuchastheBigDance,NPG’sRoadto2012andTateMovieTruckallhadastrong

presence in East London and involved local companies in the lead up to the Games

• PermanentartcommissionssuchasthoseontheOlympicPark,GaryWebb’sSqueaky Clean


our work with lonDon 2012

‘playground’ in Charlton, muf’s programme of interventions in hackney wick and Rachel

whiteread’s whitechapel frieze commissioned for the host Boroughs as part of the Games

• PermanentculturalcentrestheWhiteBuilding,StourSpaceandSugarhouseStudiosestablished

in the fringes of the Olympic Park

• Localschools,artistsandcommunitiesperformedandcontributedtothehugelysuccessful

Ceremonies programme

It is safe to say that we would of course have liked to have seen more investment into cultural

programmes in east London, and more local arts organisations benefit as a direct result of the

Games. however, we are proud of the above and recognise that the London 2012 Festival was a

national programme of commissions, and that resources were never likely to match the level of

expectation locally.

The identity of the Games was closely connected to the creativity of London and particularly the

diverse, young communities of east London; and CREATE’s work is now, in part, focused on building on

that legacy and ensuring that the benefits to local people from the Games are realised. These include:

• ThecontinuinggrowthofthedigitalandtechnologysectorineastLondon-connectingthis

sector to east London cultural businesses and ensuring that job creation and skills development

for local people is part of this growth

• ContributingtowardsandenhancingtheculturalidentityoftheOlympicParkandits

relationship to surrounding communities

• ContributingtowardsthevisitoreconomygeneratedthrougheastLondon’sculturaland

creative sector

• Increasinglocalpeoples’activeparticipationinartsandculture,andtheirrelationshipwiththe

arts and creative sector

• ContributingtothecollaborativepartnershipspiritengenderedbytheGames,anddeveloping

new partnerships and collaborations across the cultural sector in east London

• ExpandingCREATE Jobs to get more local young people into the industry


we continued to work alongside The Audience Agency (previously Audiences London) to use a

robust methodology and best practice for audience monitoring and improve our understanding of

CREATE audiences year on year, thereby capturing data effectively on who attended events, and gain

information on the active participants of CREATE.

The set of definitions around participation and engagement that we developed in 2010 were used

once more. we agreed on a set of shared principles and templates to use for all future monitoring and

evaluation of the programme, and made use of audience segmentation maps.

data was collected in a variety of ways, depending on what was most appropriate or possible for

each project. These methods were: face-to-face surveying, a post event email with hyperlink to an

online survey, paper surveys handed out at events for audiences to complete and return. All survey

participants were offered the chance to win a signed david Bailey catalogue, and many face-to-face

survey participants were offered a free CREATE tote bag by way of thanks. For the first time, face-to-

face evaluation was completed by Barbican Ambassadors, our partner the Barbican’s distribution and

evaluation team, and managed by their Community and Engagement Manager in collaboration with

CREATE’s Marketing and Partnerships Manager.

It is essential for CREATE to have data to confirm that a balance has been achieved between local

and visiting audiences from outside the local area. Information from audience analysis feeds into

future planning and programming to help us realise the ambition of increasing engagement in the arts

significantly, equally and incrementally across the six host Boroughs, whilst also developing the visitor

economy. Greater audience insight enables CREATE to target and appeal to specific audiences, as well

as making more informed strategic choices about marketing budget spend.

audience monitoRing stRategy


CREATE attracted estimated audiences of 1.4 million this summer. CREATE’s long-term regeneration

goals are key to how we target our audiences. CREATE seeks to attract audiences from the host

Boroughs, across London, the uk and internationally to develop economic benefits for local businesses

and communities. Reaching and maintaining a local audience from the host Boroughs is a key focus,

and in particular, CREATE seeks to reach people who live locally but currently do not engage with the

arts. The host Boroughs have some of the most densely populated creative communities in the uk, but

have comparatively low levels of adult engagement in the arts.

The dual aim of CREATE is to develop participation opportunities for local people and support the

economic development of the sub-region through raising visitor numbers. we specifically target areas

of low participation in the sub-region, providing both marketing information and programming in

areas with low participation rates. we target activity at hard-to-reach groups and explore new ways

of getting people involved in line with our key objective to support Londoners in taking part in cultural

activities. we encourage our partners and stakeholders (which include over 85 venues and local

festivals) to concentrate on providing opportunities for visitors and local residents to actively participate

in our programming.

Participation and engagement are key criteria for the annual programme. 200,000 individuals actively

participated in events this year through volunteering opportunities, workshops, curating opportunities,

family activities and competitions. This is a 168% increase from 2011.

Over 42,000* individuals have engaged in longer, pre-event participatory programmes - activities that

took place in the lead up to the programme, including training, mentoring, event management, music

production, performance skills, production and design, and performance training.

The majority of the programme continued to be free, in line with our commitment to accessibility and

attracting audiences that are less likely to engage in cultural activities. For events that were not free,

ticket prices were kept low, and often made cheaper or even free for residents local to the event itself,

for example newham residents received free tickets for David Bailey’s East End, and residents of Barking

and dagenham paid just £2 for spa entry at the Barking Bathhouse.

*This figure is based on 2011 calculations and on the total 106,000 audience participation figure across

the whole programme.

audience analysis


A snapshot study on the launch of the Cultural Olympiad in 2008 commissioned by the host Boroughs

unit (and carried out by the university of East London) revealed that the estimated average individual

visitor spends £16 per head, whilst visiting a single festival event. Based on estimated visitor and

audience figures at CREATE 2012 events this year, we can assume that as a direct result of the CREATE

2012 programming, over £23.6 million was injected into the local economy. This is an increase of

30.8% from 2011 and has been calculated by applying a multiplier effect of 0.33 to the non-local visitor

spending.

The audience monitoring this year revealed that at CREATE 2012 events, 17% of those that attended

were non-host borough visitors. It is fair to assume that non-host borough visitor spending amounted

to approximately 17% of total spending across the events. Applying this logic and approximate

proportion of non-host borough visitors, it can be concluded that of the estimated £23.6 million, non-

host borough visitor spending generated over £5 million for the local economy.

economic impact


Following the success of CREATE11, CREATE secured over £1.83 million for the 2012 summer

programme, representing a 151% increase from the £726,994 raised for 2011. The London Boroughs of

Barking and dagenham, Greenwich, hackney, newham, Tower hamlets and waltham Forest continued

to provide essential operational support and funding, in addition to programming and strategic in-kind

support. Significantly, CREATE’s continued success in securing both public and private investment, in the

current precarious economic climate, clearly signals the strategic value that CREATE London delivers.

In line with developing a long-term, sustainable and economical model, it is CREATE’s aim to increase

revenue through a variety of different sources. This year we continued to develop our revenue stream,

establishing a new earned income strand through product design sales. we continued to develop

relationships with private sector partners and secured public sector investment in the programme.

CREATE raised over 44% of funding from the private sector. The Arts Council of England (ACE)

continued to provide significant support to CREATE London with 27% of overall funding. Arts Council

London’s support continues to provide an essential strategic function in not only enabling the arts

programme to develop and grow, but also to continue to support CREATE London securing continued

private investment.

CREATE continued its relationship with deutsche Bank as main sponsor for the fourth year, providing

significant and essential support for the CREATE 2012 programme. CREATE also maintained its

relationship with the Bank of America Merrill Lynch, specifically funding the third year of the CREATE Art

Award and also partnered for the second year with the Canary wharf Group as a commission sponsor.

The increased private sector investment has enabled us to considerably grow and develop.

65% of CREATE’s expenditure directly supported new commissioned work, and we partnered with and

supported projects from organisations including Frieze Foundation, Barbican, and the Greater London

Authority.

In addition to directly raised income, CREATE leveraged over £4 million to bring high quality, artistic

projects to east London in the special, Olympic year. CREATE’s core artistic programme leveraged over

£1.5 million through working in partnership with the Barbican, London 2012, the BBC, London Borough

of waltham Forest, Theatre Royal Stratford East, Greenwich and docklands International Festival and A

New Direction. working in partnership across the wider programme CREATE levered in over £1.6 million

with partners including London Borough of hackney, BBC, whitechapel Gallery, Chisenhale Gallery and

Bigga Fish. CREATE provided support for CREATE Jobs, supporting and investing in opportunities for

young people in east London.

we have built on the foundations established in 2011, and developed CREATE as an exciting and credible

brand and increased public and media awareness of the programme brand overall.

CREATE 2012 presented over 80 organisations, practices and groups - all of which provided a broad

range of public and commercially funded programmes and additional marketing support for the

programme.

This narrative outlines the funding secured by the CREATE team for the 2012 programme and the core

delivery budget. This budget does not include partner funding or in-kind contributions, which total

more than £0.5 million in commissions alone.

Budget


The CREATE 2012 PR campaign ran from March until August and proved to be a huge success, reaching

audiences of over 77 million across all print, broadcast and digital media while generating a PR value of

nearly £5 million. This year CREATE partnered with Rebecca ward, who managed the programme PR

campaign.

Coverage reached a broad and diverse audience across the uk, London and locally. Features included:

• BBCLondonTVnewscoverageoftheCREATEArtAward

• David Bailey’s East End reached multiple countries from Italy to Australia to the uAE

• CREATE Souvenirs featured on the BBC Radio 4 Today programme and as the cover story

of the New York Times Home section

• EveningStandardA-ZAlternativestotheOlympicsfeaturedthe Barking Bathhouse and David

Bailey’s East End

• David Bailey’s East End featured on both The Culture Show and The Review Show

• The Barking Bathhouse featured in Esquire, Elle Decoration and Marie Claire

• CREATEfeaturedwidelyintheFinancial Times with features on Frieze Projects East

• StEtiennewasdiscussedonBBC6Music’sRadcliffe and Maconie Show

puBlic Relations


The coverage for CREATE 2012 projects including David Bailey’s East End, the Barking Bathhouse, Frieze

Projects East and You Me Bum Bum Train, which achieved a wide range of high profile coverage across

all media including national print, online and broadcast media. This year CREATE worked in partnership

with the Time Out editorial team. Full details of this media partnership are included in the Marketing

section of this report. In addition, the CREATE programme secured greatly increased feature coverage

across key national and regional print media, including The Independent, The Daily Telegraph, The

Financial Times, Evening Standard, and the Metro. This demonstrates how the programme’s profile has

grown, and that key influences view it as a key cultural fixture in the national arts calendar. The coverage

secured in the highly competitive national arts media is a positive indicator of the strength of the

CREATE programme’s artistic quality.

digital media, from national and regional media online channels (BBC, The Guardian, The Independent,

The Daily Telegraph, Time Out) to specific online media (The Londonist, Dezeen, ItsNiceThat) and blogs

(working alongside programme partners digital cross-marketing) were essential in not only promoting

the CREATE programme, but also in extending the programming to new and diverse audiences.

Features secured in leading national media were re-posted on numerous local, regional and

international websites to online media, which subsequently spread virally across on line media and

social networks (Twitter, Facebook). digital media features and news items had the ability to feature

immediate programme news, creating an exciting buzz around the programme events: numerous online

media focus on programming initiated a number of media trends which then snowballed across online

and print media.

The programme was a key part of London 2012, with seven projects handpicked to be a part of the

national London 2012 Festival. Frieze Projects East was a a direct co-commission with London 2012, and

together with all of our programme, inspired huge media interest in innovative uses of east London’s

spaces: from canals and waterways to temporary, creative uses of disused or empty spaces, often in the

context of the Olympic Games, or with the programme presenting an alternative, authentic way to enjoy

east London as a culturally unique destination. The CREATE programme was seen as a driver of new

cultural trends and a portal for new media focuses.

The PR campaign was not stand-alone - it was integrated into the overall programme promotional

and marketing campaign. Through digital and social networking channels, the programme was able to

communicate news and key stories to audiences and the media immediately.

PuBlic rElationS


PuBlic rElationS

David Bailey’s East End achieved the most coverage. within the wider campaign, inclusions of CREATE

within body text and credits was significantly increased from 2011. Mentions of sponsors and partners

were also included in key publications such as The Times, Time Out and The Financial Times. Many

more preview features were placed than in previous years, and CREATE projects featured across

a broad range of media, from the visual arts press to shopping pages, local newspapers to beauty

websites, design blogs to international television news.

Attracting local audiences and securing local media features remained a key priority for the PR

campaign, with the programme securing features across local titles including: Docklands magazine,

East End Life, Hackney Today, Hackney Gazette, East London Advertiser, Hackney Citizen, The Wharf,

Yeah Hackney, N16 magazine, Barking & Dagenham Advertiser, Newham Advertiser, and Walthamstow

Advertiser.

The media coverage and analysis in this report covers only media secured through the core CREATE

2012 campaign. In addition to this, coverage secured by our many partners for other individual events

within CREATE 2012, dominated the national and London press throughout the summer, indicating the

increasing national media profile of east London’s cultural and arts communities.


maRketing

CREATE built on the success of the 2011 campaign, and launched a number of new initiatives to

engage new audiences and extend brand recognition. The core marketing campaign was creatively

led by hackney-based agency Fruitmachine, focused on reinforcing the CREATE brand identity,

communicating the programme to local and regional audiences and increasing general local and

regional awareness the programme. In addition, we used the skills of an in-house junior designer to

create design for David Bailey’s East End, and an external designer for the Barking Bathhouse campaign.

A separate design company was used for Frieze Projects East.

Fruitmachine devised and delivered the newspaper, outdoor posters, website, tote bags, signage and

T-shirts crossing print and digital communication. The marketing campaign has the creative challenge

of reaching a wide audience demographic: children, school leavers, adults and older adults; audiences

who regularly attend arts events, creative opinion formers to audiences less engaged with cultural

activities; local, host Borough based audiences to audiences from across London.


Digital markEting anD Social mEDia

wEBSitES

• 83,400visitstotheCREATE2012website(FROM1JAN-17SEP2012)

• 28,118visitstotheBarking Bathhouse website (to 17 SEP)

• 8,551visitstotheFrieze Projects East website (to 17 SEP)

2012 saw further enhancements to the CREATE website with increased content

and daily updates during peak periods. Bespoke websites were also created for

Barking Bathhouse and for Frieze Projects East.

All events were presented online with the website presenting a curatorial role,

highlighting key and strategic partner events through the website’s ‘Projects and

Commissions’ section on the landing page, directly relating to campaign focuses.

Over 83,400 visits were made to the CREATE website (1 Jan - 17 Sept) with an

average of 4.9 pages per visit, and an average of 2 minutes 20 seconds spent per

visit on the site. Over 68% were new visits reflecting CREATE’s growing audiences,

with 32% of audiences existing or returning visitors. 17% of visitors came to the site

directly, with 42% via a search engine and 41% from referral sites. key top search

terms include: Create London, david Bailey Exhibition, Create, Create festival,

Create11, david Bailey Exhibition London 2012, Barking Bathhouse, Createlondon.

org and Create London again showing the public’s awareness of the CREATE as

well as the projects that were either the most popular, or which they perceived as

most closely associated with CREATE.


Social mEDia

• Facebookfansincreasedby164%(1,160newFans)

• Facebookengagementincreasedby7675%

• 35%ofnewfanswereachievedorganicallyandvirally

• 65%offansthroughpaid-PromotedPostsandSponsoredStories

• Twitterfollowersincreasedby47%(809newfollowers)

• @CREATE_London’scircleofinfluenceincreasedby46%(25points)

Social media, specifically Facebook and Twitter, drove the largest audiences to

the site, with 10% of audiences visiting the site via these channels. This shows

the key role and value social media has for the programmer – not only are these

channels vital to audiences engaging with our online programming, but through

these channels CREATE is able to encourage direct participation for audiences to

communicate, create and share content with each other in addition to the CREATE

programme. As highlighted earlier in this report, social media has the ability to

be truly immediate, and this year’s social media campaign provided the public

and media with up-to-date programme news, supporting the programme PR

campaign.

Audiences directly communicated with the programme via our social media

channels, commenting on events they had taken part in, making general

programme enquiries and providing both general and specific feedback on the

programme. On specific event pages, audiences were invited to share, ‘like’ or

recommend their programme preferences via Twitter, Facebook or email buttons

on each event page. This also provided a good indication of programming

favourites for our web audiences: collectively, audiences shared over 7,500

preferences via these channels.

Audiences were invited to take part in a number of initiatives, from posting

images of programme events, for example images of CREATE marketing materials

(posters, flyers, bags, newspapers) to taking part in competitions and offers. These

simple initiatives proved popular, and helped to further create a sense of audience

ownership and interaction with the programme overall.

92% of the visits to the website were unsurprisingly from uk audiences. however,

audiences from 118 countries across Europe, Asia, uSA, Australia and South

America also visited the website. 5.5% of visits from European audiences, 2% from

American audiences and 0.45% Asian audiences with the remaining visitors based

across Australia, South America, the Middle East and Africa.



This year CREATE engaged a social media consultant to devise and implement a social media strategy

across the programme. The consultant worked on CREATE 2012 from April - July 2012. The brief was to

focus on increasing the number of people following CREATE on the two main social media platforms, to

provide greater content and updates to followers and increase engagement.

Out of the 51,942 visits to the CREATE website during the campaign period, 8,856 (17.5%) direct visits

were from specific event uRLs used for online PR, Twitter and Facebook posts. Over half of the Top 10

referrers to the main website from Facebook were for news and competitions links to You Me Bum Bum

Train competition. A bespoke ‘what’s On’ function was added on to the Facebook page which gave

greater scope for sharing, commenting and liking. Additionally, a small amount of budget was spent on

sponsored stories and promoted posts on Facebook. The highest engagement on Facebook was for the

period 17 - 23 June (david Bailey Instagram, Hidden City and Back2Black Competitions posts) and

26 July - 2 August (‘Last chance to see’... closing summer programme posts and Souvenirs posts).

Overall, the quality of engagement vastly improved since the previous year and key activities in

particular were incredibly popular - david Bailey with the Time Out partnership showed that our

audience love Instagram as it taps into their artistic side and the You Me Bum Bum Train competition

also offered a major incentive to follow CREATE.

Our online audience is highly active on Twitter, and prefers this social media channel with more than

1,700 of our members tweeting more than 5 times a day. For the first time, we successfully established

#createlondon as a hashtag that was used frequently throughout the summer programme and which

helped widen CREATE’s audience outside London. Our audience is gradually showing an interest in

using CREATE as a forum to share their own arts news and projects, helping to cement a reputation for

CREATE as an avid supporter of emerging as well as established artists in London.

An Instagram account was set up in order to promote the david Bailey competition. This should be

developed further throughout the year, using the opportunity in the lead up to the programme to post a

weekly photo diary recording the activity of the organisation and previewing new artist work.

From our experience conducting an intensive social media campaign over three months, we gleaned

the following learnings:

• Inordertocontinueengagementthroughouttheyear,itisimportantforCREATEtomaintain

a certain level of social media activity. One way to do this would be to act as a forum of

opinion and actively support local artists and organisations every week online offering advice,

reviews, and listings on what’s on in London each week. As only 16% of posts appear in fan’s

news feeds, it is important CREATE keep posting every day and at key times during the week

when we know our subscribers are most active (midweek and on Fridays at lunchtimes and

afternoons).

• Developspecific,under25offersusingTwitterforthe2013summerprogramme.

• Usetherestoftheyeartodevelopdiscussionandarelationshipwiththenewlyacquiredfans,

so we can learn what they like to talk about and give them a reason to associate CREATE with

that, and also begin next year’s campaign from Jan/Feb 2013.



Email

CREATE continued to grow its email subscription list through people signing up via the website,

and being added as a result of booking tickets or via entry into competitions. The statistics below

represent an impressive level of growth in a short period of time, along with an exceptional open and

click-through rate which shows that the engagement with the information on CREATE emails is very

high. Future marketing and sales strategies should ensure as much data capture or data usage rights

(if co-producing) as possible, and should form a cornerstone of any discussions regarding outsourcing

ticket sales.

• September2012:5,011subscribers,64%increasesinceJan2012

• AverageOpenRate:38%,overdoubletheartsindustryaverageof17.5%(Source:MailChimp)

• AverageClick-ThroughRate:16%,fourtimesovertheartsindustryaverage

aDvErtiSing

via the media partnership with Time Out, CREATE had two full-page colour adverts in the magazine

as well as online advertising in the form of five days of Time Out London homepage takeovers (used

for David Bailey’s East End, Barking Bathhouse and You Me Bum Bum Train competitions) and 6 weeks

worth of MPus on the cultural channels.

For the Barking Bathhouse we also secured a free quarter-page advert in September’s Frieze

magazine. we also ran sponsored stories, promoted posts and adverts on Facebook to promote many

of the core projects and to encourage people to ‘Like’ the CREATE page.



Print anD mEDia DiStriBution

crEatE 2012 nEwSPaPEr

Once again, CREATE worked with Impact as its distribution Partner.

• OneIssue:36pp.fullcolourtabloidwith150,000 copies distributed across London.

• 150,000copiesdistributedacrossLondon.

• 36pp.fullcolourtabloid.

• Hand-to-Handdistribution21June-22July.

• DistributedthroughoutLondonacross14transport hubs, 7 markets, 3 shopping centres, arts centres, galleries, community centres, libraries, youth centres and many more (in addition to host Borough

libraries, community centres, and One Stop Shops).

CREATE continued with the newspaper as a key marketing tool, but this year

there was one issue to cover the entire programme (rather than issues covering

the programme on a weekly basis). The CREATE newspaper was distributed

weekly across key venues, local businesses, markets and transport hubs across

east, central, south and north London. This year, the newspaper content and

design was adjusted to a feature-led brochure style with the main focus on the core programme and five pages highlighting

partner events. Listings for all the partner events were not included as these were available online.

The front cover featured an image from the david Bailey exhibition with a david Bailey interview conducted by CREATE

director, hadrian Garrard, as the lead feature. The 2010 CREATE Art Award winner, Robin Turner, interviewed Jeremy deller

about Sacrilege, and arts journalist, Sam Thorne, was commissioned to write a piece on the 2012 CREATE Art Award winner,

Liberties of the Savoy. The brand identity for CREATE 2012 was featured as the back to cover to help build recognition in

conjunction with the outdoor advertising campaign.

crEatE PoStErS

• Oneuniquedesign.

• 3x48sheetsitesinHackneyonBroadwayMarket, Curtain Road and Old Street, 28 May - 8 July with one site for an additional week free of charge.

• 74x4sheetlegalflypostingsites (overshow of 24 sites) across hackney, Tower hamlets, waltham Forest, Islington, haringey, hillingdon, hammersmith and Fulham, Camden, 28 May - 8 July.

• Thepostercampaignwasscheduledto increase CREATE brand visibility in key hub areas. The billboard posters were situated in areas with high footfall for maximum exposure.

• OwingtotheLondon2012Olympics,therewasa buyers blackout in place for many advertising sites in the east London area and unfortunately Transport for London and the London Borough of Tower hamlets were not able to support CREATE in the same way they had last year.


crEatE FlyErS

CREATE produced three distinct flyers to support the following programmes:

David Bailey’s East End; Frieze Projects East; Barking Bathhouse. A total of 238,400

flyers were distributed across east, southeast, north and central London.

BranD ExtEnSionS: crEatE SignagE anD mErchanDiSE

As the CREATE programme and brand grows, we intend to gradually develop

programme merchandise. This year, we developed free giveaway merchandise

(tote bags and T-shirts), david Bailey merchandise (postcards, souvenir

brochure and canvas bag) and free-standing, four-foot tall aluminium CREATE

signs for on-site branding. It is our aim that as CREATE grows, we will extend

our commissioning to product design that will be available via programme

e-commerce channels and through partner outlets.

The programme produced:

• 5,500 CREATE Tote Bags: these were produced for programme giveaways

at selected events, launches, competitions and as part of programme

distribution at key hubs and street markets. This included distribution

at the Mayor’s Thames Festival, victoria Park BT Live Site, hackney

house and deutsche Bank. The bags proved very popular, and are a

sustainable, re-useable product that provide an on going advertisement

for CREATE and the brand.

• 300 CREATE T-Shirts: these were produced for staff, distribution teams,

audience monitoring teams, volunteers and as giveaways. The T-shirts

provided an essential, recognisable identity for programme staff and

volunteers, and connected to the programme main identity.

Print anD mEDia DiStriBution


FutuRe planning

CREATE is committed to delivering groundbreaking, multi-disciplinary art projects that offer new

perspectives on our daily lives, provoking debate and encourage constructive change, urban renewal

and social progress.

whilst we will continue to work to engage as wide an audience as possible, our energy and resources

will be directed over the next two years at the following:

• Deepeningthelevelofcommunityengagementinourprojectsanddeliveringprojectsthat transform lives

• GrowingtheCREATEbrandandpublicawarenessofourwork

• Brokeringinternationalprojects

• UnderpinningourworkwithCREATE Jobs

• Workingwithcommunitiesinareaswhichhaveparticularlylowlevelsofparticipationinarts and culture, and low provision of cultural infrastructure

• OurprojectswillcontinuetorespondtoregenerationprogrammesineastLondonandthese will include the Royal docks, Canary wharf and Olympic Park developments

• Articulatingourworkasaliveresearchproject,exploringhowartcanaffectchangeinanarea rich in creativity but with high levels of deprivation

• Workinginacollaborative,partnershipwayandextendingtheCREATEnetwork


appendices

BackgrounD

with CREATE now in its fifth year, the intention was to further develop the CREATE model of bringing

participation and local engagement together with ambitious programming and commissions. whilst

seeking to attract new audiences from across London and the uk (and, over a longer period of time,

internationally) to develop the economic benefits for local businesses and communities, our key goal

is to reach and involve people who live locally but currently are less engaged in the arts. Our campaign

this year was focused locally and targeted around developing the awareness of the programme and

local events to enable local access and participation.

we aim to contribute significantly towards the longer-term regeneration goals of the six host Boroughs,

focusing on the following objectives:

1. Secure east and southeast London’s position and reputation as a key cultural hub for London and the

uk - the place where art and culture are created and where artists and creative businesses choose to be

located.

2. To deliver a world-class arts programme which raises the profile of cultural industries in the area,

fostering collaborations and building the capacity of the sector.

3. To support young people through training and mentoring programmes as a way of up-skilling and

creating pathways into jobs, positive learning experiences and enhanced social cohesion.

4. To drive new visitors to the area, establishing east and southeast London as an increasingly significant

cultural destination within London. Stimulating the visitor economy, bringing continued positive

economic development for the area.

5. Secure a marked increase in cultural participation rates for local residents of the six host Boroughs.

6. To support and feed into the cultural identity and prosperity of the Olympic Park in legacy.

Connecting surrounding communities, creative businesses, arts institutions and artists to the park and

attracting new audiences through programming world class, large-scale and community events and

programmes.

7. Through a high profile marketing campaign, establishing the CREATE brand and identity as highly

credible and accessible to those who are culturally active and also those less engaged, living within the

host Boroughs. A particular focus includes serving local communities within the six host Boroughs of

mixed economic, ethnic and social backgrounds by using audience profiling data via partner agencies

(through the Audiences Agency and Impact).


tEStimonialS

“It was fun working with CREATE. They were a good bunch and were nothing but helpful. And they all

seemed to know what they were doing.”

david Bailey

“Serious worked with CREATE, Bigga Fish, Barbican and BBC Symphony Orchestra to produce Urban

Classic in waltham Forest in July and the results were exhilarating for everyone involved. CREATE

facilitated the partnership with waltham Forest Council that enabled the collaboration between the BBC

Symphony Orchestra, Jules Buckley, Fazer, Ms dynamite, Skepta and devlin to be experienced by over

10,000 people. Together we took the work that we’d produced at the Barbican as part of Music nation

to a new level. The audience’s response was overwhelming and it was fantastic to be able to add Ed

Sheeran into the mix for his first performance of this kind with an orchestra. we hope there’ll be more to

look forward to in the future.”

diana Spiegelberg, Serious

“One of the best things I’ve ever done in my life, in my music. The line-up, the way it was dynamic, one-

on, one-off and the energy was moving. The crowd was massive”.

devlin on Urban Classic, Part 2

“The energy was amazing out there, everyone was sick, I loved working with all of them, and I can’t wait

to do the next one”.

Ms dynamite on Urban Classic, Part 2

“The Barbican has been working alongside CREATE since 2009 but the past year has to be the most

remarkable yet. Our partnership has produced a series of outstanding events that have helped transform

East London during the Olympic year – from the site-specific theatre of You Me Bum Bum Train to the

meeting of musical cultures in Urban Classic and the premiere of London: Hidden City films.

The partnership encapsulates an extraordinary range of work and we’re delighted that CREATE has

become an Associate Company of the Barbican, committing us to working together to deliver arts

projects in East London between now and 2015. I’m sure this new association will make a significant

contribution to the cultural legacy of the Olympics, giving audiences across the city the chance to

experience innovative and exciting new work.”

Sir nicholas kenyon, Managing director, Barbican Centre

aPPEnDicES


“working with CREATE was extremely straightforward and hassle-free on a practical level and incredibly

satisfying and fulfilling on an artistic level. we were given the time, space and respect to explore our

creative ideas, which was invaluable.

I feel CREATE are very much in tune with the East End zeitgeist, and their commissioning has been

subtle, sensitive and appropriate for the area, and that CREATE have played their part in helping enrich

the cultural life of the East End.”

Michael Smith, London Hidden City

“when CREATE first approached me about the Souvenirs project I knew immediately that this was a

project I wanted to get involved with. I’ve had a personal interest in souvenirs for quite some time and

thought that 2012 would be a great opportunity to come up with souvenirs that stood out from the rest

of the products swamping the market this year.

working with the CREATE team has been a complete joy and I am extremely proud of the results of our

collaboration. The souvenirs we created are and will continue to be a proud reminder of East London

and it’s creative talent!”

Thorsten van Elten

“CREATE were an absolute pleasure to work with - professional, organised, and friendly. They put

together an excellent programme, which both complemented our film and pulled a much bigger crowd

than we could have achieved on our own. I look forward to working together again in the future.”

Bob Stanley, Saint Etienne

“I very much appreciated the opportunity to work with CREATE on my short film Night, Peace. I was

given both the creative freedom and support necessary to make the film, and it was an absolute honour

to screen the finished film at the Barbican as part of CREATE’s summer programme.”

Eva weber, Filmmaker

aPPEnDicES


aPPEnDicES

FurthEr BrEakDown oF markEting FigurES

PRINT

CREATE Newspaper: 262,500

Frieze Projects East: 70,000

Bailey’s East End: 71,400

Barking Bathhouse 97,000

Time Out A Boards: 600

PRINT ADVERTISING

Time Out Ad: 1,300,000

Time Out Ad: 1,300,000

Barking Bathhouse Frieze Ad: 69,680

ONLINE ADVERTISING

Time Out Homepage Takeover x 5 days: 500,959

Time Out MPUs: 238,890

Facebook Advertising: 986,078

SOCIAL MEDIA

CREATE Facebook: 713,374

CREATE Twitter: 35,200

CREATE Instagram: 78

Barking Bathhouse Facebook: 1,373

Barking Bathhouse Facebook: 8,835

Barking Bathhouse Instagram: 41

Time Out Facebook: 217,000

Time Out Twitter: 146,000

Partners: 50,000

WEBSITE

CREATE: 69,776

Barking Bathhouse: 28,118

Frieze Projects East: 8,551

Partners: 10,000

EMAIL

CREATE: 5,000

Time Out: 302,000

Partners: 30,000

GRAND TOTAL: 5,222,453


The chart below shows the breakdown of the marketing reach by type of marketing activity. This

shows that overall digital marketing had a total reach of 61%, with print based marketing reaching the

remaining 39%. The marketing reach does not include figures from the London Festival 2012 magazine

or website, both of which would have added significantly to these figures.

aPPEnDicES


crEatE BranD iDEntity

Instead of trying to find a unifying image representing multiple artistic works and

forms, this year the CREATE brand identity campaign moved towards the use of a

more simplified, direct visual. This was to ensure that the programme and its core

projects were clearly and simply communicated to the audience.

The campaign focused on promoting the core programme and the breadth of

art available, via the simple strapline ‘design, Theatre, Music, Art’. The fact the

programme takes place in east London, the word ‘East’ was picked out amongst

the letters of the words in the strapline.

CREATE continues to evaluate the positioning and effectiveness of its brand,

to include both visual and verbal identity, to ensure it is communicating a clear

identity. Everything that our audiences experience is also a manifestation of the

brand - from the events they attend to the members of staff that they speak to.

Brand development and management is an ongoing process, but one that is vital

to our audience development.

CREATE’s logo was included in a broad range of posters, booklets, programmes,

and flyers and on the majority of partner websites. The campaign reached

audiences across London of over 5 million.

tickEting

CREATE continued to provide the majority of programme events for free, in line

with our commitment to accessibility and attracting audiences who are less likely

to engage in cultural activities. This year CREATE launched a ticketing strategy

for a small number of events and commissions that represented good value and

allowed access to people on low incomes.

For the first time we worked with Eventbrite, an online ticketing service that

integrates within the client’s website. we used Eventbrite’s ticketing service for

David Bailey’s East End and Barking Bathhouse’s spa entry and events programme.

This means that CREATE now has an additional data pool to engage with from

bookers of these events. In addition designer Thorsten van Elten’s online shop,

www.theo-theo.com, was used to sell the CREATE Souvenirs online whilst tickets

for en route were bookable via Theatre Royal Stratford East and You Me Bum Bum

Train via the Barbican.

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LONDON

EXPLORE

EA S T

21 JUNE - 21 JULY 2012 OVER 150 EVENTS & PROJECTS FRIEZE - JEREMY DELLER - DEVLIN - YOU ME BUM BUM TRAIN DONNA WILSON - SOMETHING & SON - ANTHEA HAMILTON DAVID BAILEY - LA FURA DELS BAUS - GARY WEBB - FAZERKLAUS WEBER - SAINT ETIENNE - RUTH EWAN - ASSEMBLE

CREATELONDON.ORGfacebook.com/createlondon.org @CREATE_London

aPPEnDicES


mEDia PartnErShiP

This year CREATE secured a media partnership with Time Out London included

magazine and online editorial coverage and advertising and a special east London

issue (14 June).

• Cost£15,000

• AdvertisingandMediaValue£191,625

• EastLondonIssuewithDavidBaileyCover(13June)

• Twofull-page,colouradverts

• FivedaysofWebsiteHomepageTakeover

• 390kimpressionsMPUsacrossculturalchannels

• FivefurtherpagesofeditorialfeaturingafurtherfourCREATEprojects

• 600A-boards/postersitesacrossLondon

• OnlinecoverageoftheDavidBaileyinterviewandallCREATE

events listed online

• DavidBaileyphotocompetitionhostedon Time Out social media channels (217,000 Facebook, 146,000 Twitter, 8,800 Instagram), 7 June – 1 July. Over 500 entrants

• Baileyexhibitionpromotedine-newsletter,reach303,000

• SupportforBaileytickettransactions – listings, merchandising spots, CRM spots

• You Me Bum Bum Train competition, 7 June – 27 July. Over 500 entrants

Competition promoted via:

• Webpageonwww.timeout.com-3.6millionuniqueuserspermonth

• Opt-indatacaptureonallentrantstothecompetition – over 500 new email addresses for CREATE database

• Time Out “Competitions” homepage

• Time Out weekly e-newsletter, reach: 303,000

• Time Out social media channels: Facebook: 217,000, Twitter: 146,000

aPPEnDicES


thE crEatE comPany

• InOctober2011,CREATELondonwassetupasacompanylimitedbyguarantee.

• InNovember2011,JohnStudzinski,seniormanagingdirectorandglobalheadofBlackstone Group International Partners LLP, became the new chairman of the CREATE London board.

• SinceJohn’sappointment,thecompanyhasbeenbuildingtheboardwithcredibleandskilled individuals who will allow CREATE to achieve its creative and artistic goals for 2012, along with its cultural legacy from the Olympic Games.

• InFebruary2012,CREATEgainedcharitablestatusandcompleteditstransition.

• July/August2012,CREATEdelivered12majorcommissions,sevenofwhichwerepartof London Festival 2012.

crEatE BoarD mEmBErS

john StuDzinSki cBE - chairalan ruSBriDgEr - EDitor, thE guarDian Dylan williamS - PartnEr anD cSo at mothEr matthEw SlotovEr - co-DirEctor anD FounDEr, FriEzE rogEr taylor – rogEr tayor - DirEctor, Six Borough unithEnry ritchottE - coo oF DEutSchE Bankcouncillor guy nicholSon, vicE-chair, lonDon Borough oF hacknEycouncillor ian corBEtt, lonDon Borough oF nEwhamcouncillor PEtEr kotz, royal Borough oF grEEnwich

councillor rania khan, lonDon Borough oF towEr hamlEtS

And senior representatives from the six Host Boroughs:

Paul hogan, DiviSional DirEctor oF culturE anD SPort,lonDon Borough oF Barking anD DagEnham

lorna lEE, hEaD oF art anD lEiSurE SErvicES, lonDon Borough oF waltham ForESt

katrina DElanEy, DirEctor oF DcSm, royal Borough oF grEEnwich

StEPhEn murray, hEaD oF artS anD EvEntS, lonDon Borough oF towEr hamlEtS

clivE Dutton, ExEcutivE DirEctor, rEgEnEration anD inwarD invEStmEnt, lonDon Borough oF nEwham

aPPEnDicES


sponsoRs and suppoRteRs

Supported by:

cReate main sponsordeustche Bank

CREATE Sponsor : CREATE Art Award Sponsor :

Media Partner : distribution Partner :

Commissioning Partners:

a new Direction - Barbican - BBc - Bigga Fish - creative Scotland - Frieze Foundation - greenwich+Docklands international Festival - glasgow international Festival of visual art - london 2012 Festival - mayor of london -

Serious - theatre royal Stratford East - thorsten van Elten

create 2012 report

Documents

promotion of east london

outside east london

benefits of east london

leading east london

new projects

core projects

following projects

riolondon carnival exchange