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Scotland's National Cultural Strategy Annual Report 2003

PART 1 PROMOTING THE CONTRIBUTION OF CULTURE

Smithsonian Folklife Festival, Washington DC, Summer 2003

"PROMOTE CREATIVITY, THE ARTS AND OTHER CULTURAL ACTIVITY"

If we are to promote Scottish identity, develop our creativity, and make Scotland a 'must visit' and 'must return' tourism destination, it is critical that we celebrate and showcase Scottish art and culture both at home and abroad.

This document is a celebration of Scotland's continuing creativity. It is this that our future will depend on - as our past contribution to the progress of humanity did. As Deputy Minister for Enterprise I understand the importance of creativity to our future economic performance. I am proud of our creative industries, the contribution they have made and the exciting opportunities for further growth and development.

The past year's promising developments to nurture and encourage Scotland's creative industries - including new funding for the "Creative Entrepreneurs Club", the inception of a "Young Entrepreneurs Club", and a 3.5 million investment planned by Scottish Enterprise for the country's screen industries - should help this burgeoning sector grasp its opportunities. And I welcome decisions to employ Scottish locations as backdrops for high profile international movies - such as George Clooney's project, "The Jacket".

The promotion of Scotland through exciting initiatives and the major events described in this Part aim to project an ambitious, proud and confident nation on the world stage. World theatre has greeted with impressed interest the unique model inspired by the sector for Scotland's National Theatre. We very much look forward to its first production in 2005. Scotland's world class cultural events and festivals exert an ever stronger magnet to audiences from Scotland and overseas - with substantially increased attendance figures at the 2003 Edinburgh Festivals, the Fringe Festival ticket sales rising by over 20% to over 1.18 million.

US visitors to this Summer's Scottish programme at the Smithsonian Folklife Festival cannot fail to have been impressed by the wealth of high quality crafts and cultural traditions they encountered. Likewise, visitors to the 2003 Venice Biennale, looking to see cutting-edge and challenging visual art, quite clearly were 'wowed' by the work of Jim Lambie, Claire Barclay, Simon Starling and other artists featured in Scotland's exhibition.

The First Minister's "Fresh Talent" initiative stresses that Scotland has a very attractive environment in which to live and work - a message which all Scots can help deliver. We are delighted to promote our vibrant cities and high quality contemporary architecture and design.

The report highlights many examples of commitment by the corporate sector to delivering unique opportunities for people to experience and learn about Scotland's culture. Many companies in that sector are discovering how artists can help their businesses to become creative and satisfying workplaces.

This country's inherent creativity, coupled with an outward-looking attitude, is helping affirm Scotland's place as a dynamic presence - a devolved, modern European nation in an increasingly innovative world.

Lewis MacDonald, MSP, Deputy Minister for Enterprise, Transport and Lifelong Learning

"ASSURE AN EFFECTIVE NATIONAL SUPPORT FRAMEWORK FOR CULTURE"

• MAJOR EVENTS, CULTURAL TOURISM, AND PROMOTING SCOTLAND ABROAD

Edinburgh Festival Fireworks

>> ACTION SINCE NOVEMBER 2002

MAJOR EVENTS -

EventScotland, the new organisation which aims to make Scotland one of the world's top locations for business, cultural and sporting events by 2015, was launched by the First Minister in November 2002. Backed with 10 million of Executive funding over three years, the agency will take forward the Executive's Major Events Strategy and build a centre of knowledge and expertise for those hosting international events in Scotland.

• EventScotland will work with key players in the public and private sectors including the Cities, VisitScotland, sportscotland, and the enterprise network to confirm Scotland's place as one of the world's foremost events destinations.

• This will build on Scotland's track record in running major events such as the Edinburgh Festivals.for the first time, the International, Fringe, Film and Book Festivals joined forces with the Scottish Arts Council, VisitScotland and Edinburgh & Lothians Tourist Board during the Festival period to create a travel and tourism post charged with promoting Edinburgh and Scotland as an ideal holiday destination. Research conducted in 2002 by the Fringe showed that 17% of visitors to the Fringe plan to spend additional nights in other parts of Scotland.

"ENSURE THAT SCOTLAND ATTRACTS INTERNATIONAL EVENTS"

"PROMOTE INTERNATIONAL CULTURAL EXCHANGE"

TATTOO SELL-OUT BOOSTS TOURISM -

the 2003 Edinburgh Military Tattoo was a resounding success. At the unveiling of the 2003 programme in July, it was confirmed that over 99% of tickets had been sold. Audiences were rewarded with an extravaganza showcase of more than 1,000 performers from 8 countries.

Edinburgh Castle

CEILIDH CULTURE -

a diverse and exciting new programme of events celebrating Scottish traditional arts was launched in Edinburgh in April 2003. Building on the legacy of the Edinburgh Folk Festival, traditional music, song, dance and storytelling were promoted under the banner of Ceilidh Culture. Over 100 events took place across the city. The project jointly funded by the Scottish Arts Council's National Lottery Audience Development Scheme and the City of Edinburgh Council involved artists from across Scotland and further afield including The Whistlebinkies, Dochas, fiddlers and pipers and Anglo-Swedish band Swap and Finnish favourites Varttina.

MTV AWARDS 2003 COME TO EDINBURGH -

the 10th MTV Europe Awards were held in Leith in November 2003. The event is Europe's biggest music awards ceremony. It was secured through a partnership of EventScotland and the City of Edinburgh.

BURNS AN' A' THAT -

the second Burns An' A' That festival was held in Ayrshire in May 2003 and built on last year's inaugural success. The Festival initiated by Ayrshire and Arran Tourist Board, celebrated the life and legacy of Robert Burns through songs, poetry and music, culminating in an open-air concert and firework display at Culzean Castle, Ayrshire. The Festival received 100,000 each from the Executive, Scottish Enterprise Ayrshire, VisitScotland and South Ayrshire Council - and corporate sponsorship took the total funding above 600,000.

The 250th anniversary of Robert Burns's birth will be celebrated in 2009, encouraging Scots worldwide to return to Scotland. This is a commitment in the "Partnership for a Better Scotland" programme.

Robert Burns portrait, courtesy of SCRAN

CAPITAL TOP SPOT -

in 2003, the City of Edinburgh was awarded Tourism UK's Favourite City Award, and the International Congress and Convention Association's Top Ten Conference Destination Award.

GAELFORCE 2003 -

the biggest community festival in Scotland takes place from mid-August to November. There are 210 events presented throughout Dumfries and Galloway this year, starting with The Langholm and Eskdale Festival of Music. Major events throughout the 2003 festival included a Vintage Car Rally, the Scottish Book Town Festival at Wigtown (September), a Floodlit Tattoo in Kirkcudbright (August), and the season-long Seven Senses project recognising the European Year of Disabled People. The GaelForce Youth Festival combined a diverse programme of events for young people: graffiti painting to drama.

"... DEVELOP OPPORTUNITIES TO PROMOTE SCOTLAND'S CULTURE"

GAELIC TOURISM INITIATIVE -

Western Isles Tourist Board in conjunction with Western Isles Enterprise announced the launch of a new Gaelic Tourism Initiative, Seo Seinn. This is a new 3-day event of Gaelic singing competitions that took place in May 2003. Seo Seinn will attract competitors and visitors from within the islands, from throughout Scotland, and further afield.

" WORD 03" PROMOTES SCOTTISH LITERATURE -

the University of Aberdeen Writers Festival, now in its third year, welcomed over 40 writers and artists to Aberdeen in May 2003 for a 3-day carnival of the word, which saw around 5,000 people participating. This truly international event featured the best of Scottish literature as well as writers from Ireland, Australia, New Zealand, Holland and the US. At the heart of the Festival were writers reading their own work; the diverse programme also included: lectures, storytelling workshops, word and music events, visual arts exhibitions and film screenings.

Word 03, funded by the Scottish Arts Council, promoted reading and creative writing throughout the north-east and Scotland as a whole; and hosted the first ever literature reading in a Scottish football stadium, live video link-up featuring UK and US poets laureate Andrew Motion and Billy Collins, and Big Word Performance Poetry hosting their most successful away event to date.

CALEDONIAN CANAL CEILIDH TRAIL 2003 -

a highly talented group of seven young traditional musicians took part in the second month-long Caledonian Canal Ceilidh Trail, following a very positive response last year from visitors, locals, venues and participants. This Highland Council-led project has been made possible by funding from Inverness and Nairn Enterprise and sponsorship from British Waterways Scotland. The trail team sailed through Inverness and Fort Augustus and performed at the City of Highland Games Traditional Music Tent in July. Thereafter they played at Loch Ness until mid August.

Caledonian Ceilidh Trail 2003, photo courtesy of Adrian Clark, Highland Council

GROUP CONSIDERS DEVELOPMENT OF TOURISM -

the Scottish Tourism Forum welcomed the establishment by the Executive of a Ministerial Group to consider future development of the tourism sector. Chaired by the Deputy First Minister, the cross-cutting Group of Ministers will examine how the public and private sectors can work together to achieve a long term vision for Scottish tourism. The "Partnership for a Better Scotland" programme committed the Executive to strengthening the links between culture and the promotion of tourism and economic growth.

• The first progress report on the Tourism Framework for Action 2002-05 was published in March 2003 and detailed achievements to date and future activities. The Group of Ministers on Tourism will report its findings to the Cabinet later in 2003.

ROYAL VARIETY COMES TO SCOTLAND -

in November 2003, the Royal Variety Show was held for the first time in Scotland, at Edinburgh's Festival Theatre.

Caledonian Ceilidh Trail 2003, photo courtesy of Adrian Clark, Highland Council

"PROMOTE CULTURAL TOURISM AS PART OF THE NEW STRATEGY"

" WAVERLEY" BACK 'DOON THE WATTER' -

the world's last remaining seagoing paddle steamer, The Waverley, is back on the Clyde following a 7 million restoration. The Minister for Tourism, Culture and Sport carried out the re-launch in June 2003. Heritage Lottery Fund provided the project with two grants totalling nearly 6 million. The return of The Waverley will help preserve and enhance Scotland's heritage for future generations to come and will also attract enthusiasts and admirers from around the globe to Scotland.

The Waverley

GUITAR FESTIVAL STRIKES THE RIGHT CHORD -

this July saw further development of the successful Dundee Guitar Festival 2002 with more concerts, courses, guest artists and an all-new contemporary styles 'long weekend'. The Dundee Festival is now one of the biggest events on the European classical guitar circuit with a range of international guitarists performing in the city. It receives Scottish Arts Council Lottery funding.

MINISTER HAILS HOLLYWOOD MOVIE TO SHOOT IN SCOTLAND -

in October, the Minister for Tourism, Culture and Sport welcomed the decision to film a $32 million movie, "The Jacket", in Scotland next year. Scottish Screen and the Glasgow Film Office convinced the film's producers of Scotland's unique strengths as a location.

The film will be directed by John Maybury and produced by George Clooney and Steven Soderbergh's "Section Eight" production company, with Peter Gruber's Mandalay Pictures, in association with German production company VIP Medienfonds.

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