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CHAPTER FOUR EVALUATION OF INDIVIDUAL EVENTS

4.1 In this chapter, we provide for each event a summary of the key evaluation findings. We focus on evidence of outcomes and impacts, together with any key learning and development issues that arise. We provide an overall assessment of the efficacy of each event in achieving its specific objectives and in contributing to the objectives of the Programme.

4.2 A fuller account of the evaluation evidence for each event, including operational matters, can be found in Annex C. In the Annex we set out for each event:

• a summary description
• the nature of the evidence base
• evidence on the pre-event phase
• evidence on event phase
• evidence from the post-event phase
• event-level conclusions.

4.3 Where individual events are closely related, as with some of the arts events and the Brain Sciences public lecture and seminar, we have combined the evidence into one account.

Table 4.1: Events covered

1. Public lecture and seminar on Brain Science

2. Seminar on cancer and radiotherapy, held in Edinburgh

3. Learning journey on drugs/substance abuse and on prostitution issues

4. Study trip and Access to Justice conference

5. Evening of Scottish Culture

6. Wee Stories Theatre Group's performance of Tam O'Shanter

7. East of Glasgow Youth Theatre ( EGYT) and the ISH Youth Theatre exchange

8. National Arts Education Network ( NAEN) study trip and Seminar on cultural entitlement for young people

9. Landforms Exhibition and urban regeneration study tour

1. Public Lecture and Seminar on Brain science

Description

4.4 The public lecture was delivered by Professor Richard Morris, University of Edinburgh at the Royal Netherlands Academy of Arts and Sciences on the evening of 30 September, 2004. The Seminar on Brain Science involving researchers from Scottish and Dutch institutions was held at the same venue on 1 October. The British Ambassador to the Netherlands addressed the audience at the Public Lecture and hosted a dinner for seminar participants. These events were devised to raise public awareness of brain science research and promote research collaboration. Objectives included: to demonstrate to the corresponding scientific community the nature and scope of current research; to exchange views on likely future developments, including an examination of the results of the UK's national Foresight exercise; to identify possible future research collaborations; and to stimulate public discussion of the social implications of scientific developments in neuroscience.

Pre-event

4.5 The key success factor in the planning phase is considered to have been the engagement of "high quality" people in the academic community in Scotland. One consultee emphasised the importance of direct, people contact and the value of visiting the overseas location during this phase. The enthusiastic support of the Dutch partner organisation was an additional key success factor.

4.6 With hindsight, there was scope for closer engagement between the RSE and the Executive in examining potential linkages with other activities in the Programme, notably with the Evening of Scottish Culture.

Event

4.7 The RSE's expectations for both events were realised. Feedback from KNAW has indicated that it had received the best response to a public lecture the Academy can recall in recent years. The RSE was very happy with the size and "quality" of the audience for the lecture. Our own observational research confirms the nature of the audience. However, the exhibition of research activity/capability that was held around the public lecture was disappointing in terms of content. Scottish, as distinct from UK, research activity and capability had a low profile.

4.8 Nine Dutch participants in the Brain Science Seminar were interviewed during January and February 2005 for their views on the event. For most respondents the opportunity to meet and exchange knowledge with highly qualified colleagues was one of the most positive aspects of this event. To meet highly respected researchers from Scotland was for many respondents extremely interesting and greatly appreciated. The papers were considered to be of very high quality.

4.9 Apart from the good lectures and the interesting people they met, respondents were however disappointed that more was not done to assure further follow-up activity: some respondents viewed the event as too "non-committal".

4.10 Although most respondents did not establish new contacts, many were happy to renew existing ones. Two respondents however noted they had met scientists they had wanted to meet for some time.

4.11 Even those who were well informed about what is happening in the field of brain research in Scotland were impressed by the high quality of research practice in this country. The seminar improved the knowledge of Dutch researchers on who is presently doing what and at what location in Scotland. Some respondents who had no prior contact expressed their admiration for the level and quality of research in Scotland, far higher than had been envisaged beforehand. In the words of one respondent:

"I now have a much better opinion of what is happening in Scotland and I'm really impressed."

4.12 Respondents felt that the meeting encouraged a wish for closer collaboration in research and exchange of practice. However, the lack of finance is seen a major hurdle to taking this forward.

4.13 A number of specific links have been strengthened or established. There are plans for joint working ventures and joint publications. Four respondents already had collaborative links with Scottish scientists. One reports that her university receives annually 3 to 4 Scottish students and would like to expand this number, but finance is the limiting factor. As a result of the event, another participant has exchanged papers with a counterpart in Scotland and is planning to collaborate with him in the future. Another now plans collaboration with two researchers in Scotland.

4.14 Although some respondents were already aware of the excellent quality of the Scottish universities and the high level of research taking place, the seminar reinforced the positive image of developments in Scotland. Some were impressed to learn of Scottish scientists work on the development of psycho-pharmaceuticals for the company, Organon. One respondent states that he always had a very high opinion of Edinburgh University but learned during the conference that other Scottish universities are at a similar level of excellence. Another who knew little about Scotland stated:

"I thought that is was a backward area. That's something I will never think again."

4.15 Two respondents will travel to Scotland in the coming months to visit contacts they already had before the seminar. Another is having to visit Scotland for reasons outside his field of research, but will take advantage of the trip to contact somebody he met at the seminar. Others have no plans to visit Scotland in the near future, although a few remark that if budget was available, they would certainly do so.

Post-event

4.16 The RSE has undertaken its own evaluation of the Brain Science Seminar which will be reported to the Executive. Operationally, the RSE would ensure more influence in future over the content of matters such as exhibition material.

4.17 A number of follow-up activities are being pursued by the RSE that offer the prospect of achieving sustainable benefits from participation in the Scotland in the Netherlands Programme. There are now discussions taking place around joining with its Dutch counterpart in a consortium initiative aimed at China. There are discussions also ongoing with The British Council in the Netherlands relating to initiatives in support of young academics. Exchange visits by Dutch and Scottish academics with RSE support will take place. A graduate summer school for Dutch participants is being considered. The events have opened up channels of communication: Dutch researchers have been invited to visit the labs of researchers in Scotland as a result of new contacts made.

4.18 Reflecting on involvement in the Scotland in the Netherlands Programme and based on considerable experience of promotional work internationally, one of our consultees advised that a major factor in changing perceptions of a country is the impact of visiting that country. The Executive is recommended in future to consider activities that bring people such as the Brain Science Seminar participants to Scotland. Also, the importance of being able to consider in discussion with potential overseas partners the possibility of a reciprocal, "in Scotland" event should not be underestimated as a major bargaining point.

Outcomes

4.19 The relationship the RSE now has with the Dutch academy, KNAW would not have been formed without the Brain Science events. The RSE plans to sustain a collaborative relationship with its Dutch counterpart now in other fields.

4.20 The Brain Science Seminar in particular seems to have engendered a number of new and valued research contacts. New collaborative initiatives are under active consideration, but Dutch participants would have preferred to see a more explicit consideration of potential for follow-up and collaboration at the Seminar.

4.21 The Public Lecture raised awareness of the excellence of scientific research in Scotland before a large and informed Dutch audience.

2. Cancer Seminar - Radiotherapy: Planning for the Future

Description

4.22 A seminar on radiotherapy services for cancer patients was held in Edinburgh involving delegates from the Netherlands, Scotland and the rest of the UK. Originally planned to be held in the Netherlands, it became apparent that it was more convenient for everyone involved if it was held in Scotland, and at lower cost to the Scottish Executive. At the outset, it was known that the Netherlands is re-modelling its radiotherapy strategy to meet future cancer patient demand. In the SEHD, there was knowledge of and learning gained already from the European Society for Therapeutic Radiology and Oncology ( ESTRO) and its Europe-wide "Quartz Project".

4.23 The objectives set for the seminar were:

• to learn from the Dutch model of healthcare provision in radiotherapy
• to help inform a forthcoming Scottish Executive report on how best to meet growing demand for radiotherapy services for cancer patients in Scotland in the future
• to exchange information and views on latest findings and explore the potential benefits of increased collaboration
• to inform the work of the Radiotherapy Activity Planning Action Group and their review of radiotherapy services in Scotland.

Pre-event

4.24 A key strength of the pre-event phase was that objectives were clear from the outset and the seminar linked closely with current work in the SEHD.

4.25 The event focused on the complexities of planning to meet growing demand for radiotherapy services for the next 10-15 years. Experts were invited to present on a variety of different radiotherapy planning models.

Event

4.26 The immediate objectives appear to have been met well. There was a notable amount of discussion generated. The presentation on "Where should radiotherapy services be placed" by Dr Brian Cottier, National Health Services Analysis Unit, Department of Health (England) was acknowledged as a powerful contribution that sparked a lot of discussion and thus increased awareness and understanding.

4.27 The seminar enabled exchange of information and views on latest findings and explored potential benefits of increased collaboration. It has also informed the work of the Radiotherapy Activity Planning Group and its review of radiotherapy services in Scotland.

4.28 In addition to useful exchange of practice and learning, we understand the event resulted for example in valuable contact between the Vice President of the Dutch Federation of Cancer Patients and the Patient Representative on the Scottish Cancer Group of the Scottish Executive.

4.29 A day prior to the seminar, some of the Dutch participants were taken on a tour of Edinburgh and a dinner was held. As a consequence, some of the Dutch delegates stayed longer in Edinburgh.

Post-event

4.30 We understand that officials learned a considerable amount that is of value to the work of the Executive on radiotherapy services provision. The main medium/long term outcome will be derived from the contribution of the seminar to a report on cancer patient needs in Scotland in relation to radiotherapy. This report was due for completion in early 2005 and was to be submitted to the Health Management Board.

4.31 A number of new or enhanced network relationships have been formed as a result, notably with Brian Cottier, NHS Analysis Unit who has supplied information on accelerator machines. The organisers have received e-mails from Dutch participants indicating that they would recommend visiting Scotland to their colleagues.

Outcomes

4.32 The objectives for this activity were focused on learning from Dutch policy and practice to feed into current work within the Executive. They were closely tied to current issues under consideration in the SEHD. We understand that in these terms the seminar was a success. Specific outcomes are:

• seminar enabled exchange of information and views on latest findings and explored potential benefits of increased collaboration
• new contacts with key individuals in the Netherlands and in the UK
• awareness was raised of status of practice in Scotland with Dutch and other UK counterparts
• contribution to a report on cancer patient needs in Scotland in relation to radiotherapy.

3. Drugs And Substance Abuse/ Prostitution Learning Journey

Description

4.33 In September 2004, the lead policy officers within the Scottish Executive Criminal Justice and Substance Misuse divisions participated in a learning journey to the Netherlands. They were accompanied by the Deputy Minister for Justice. The Minister has a remit covering both drugs and prostitution policy issues in Scotland.

Pre-event

4.34 The aim set for the learning journey was to examine the innovative and radical practices adopted by the Dutch authorities in dealing with sex and drugs-related issues. Specific objectives set for the initiative were as follows:

• to gain a better understanding of how the Dutch authorities deal with de-classification of drugs and tolerance zones for prostitution
• to learn of the more innovative methods of accessing and treating those at risk
• to examine some of the more radical ways of controlling and managing the drugs and sex industries
• to investigate the links between drugs and the sex industry
• to look at the cross-over between prisons and drug services
• to understand how some of the successful policy outcomes, e.g. low drug-related deaths and less drug use amongst young people, may be transferable to the Scottish context and what potential barriers to achieving these may exist.

Event

4.35 The learning journey included meetings with Dutch civil servants, officers in The Hague Police Force, staff in a drugs research institute, staff in Utrecht Prison and with people in The Hague's 'red light district' and tolerance zones plus visits to drug rehabilitation centres and injection rooms.

Post-event

4.36 Overall, the participating policy teams consider the visit to have been informative and very successful. Timing was very appropriate to both teams. The report from the independent Expert Group on Prostitution was due in December 2004 and the Substance Misuse team is currently re-evaluating its broad objectives, especially concerning integrated interventions over drug treatments.

Outcomes

4.37 The Substance Misuse team gained an immediate benefit during the visit that had not been anticipated: the visit instilled ' a degree of reassurance' that Scottish policy is on the right track. A number of qualitative outcomes were identified by consultees:

• the Executive is now better informed to respond to the Expert Group on Prostitution and has a better understanding of the issues faced in relation to drugs abuse and treatment
• the Substance Misuse team has identified a number of care interventions which may be trialled within Scotland and its enhanced understanding will also contribute towards informing future policy on integrated interventions
• a number of new, useful contacts have been made within the Netherlands
• policy makers have renewed confidence in approaches being taken in Scotland
• a number of important research findings have been exchanged between the two countries since the visit that may not have happened without the personal contacts that were developed.

4.38 The Drugs and Substance Abuse/ Prostitution Learning Journey fits with the high level objective of promoting Scotland's policy interests by among other things developing co-operative links. Outcomes include helping inform best practice in Scotland. It achieved useful learning for the Executive at an appropriate time and may prove to have longer-term benefits by informing future policy. It also raised awareness of Scottish policy perspectives and positioned Scotland as keen to learn from others.

4. Access to justice conference, leiden and associated study visit

Description

4.39 This was a one-day Scottish-Dutch legal conference to investigate the shared civil law heritage between Scotland and the Netherlands, and to examine what this means for current policies. Prior to the conference, a short study visit took place for Scottish legal policy makers and practitioners to learn about the recent developments in law and the delivery of the Dutch Legal Aid system.

Pre-event

4.40 The objectives were set by the Head of Division, Access to Justice Department in the Scottish Executive together with key Dutch academics from Leiden University. The objectives for the Access to Justice Conference were:

• to promote contact between Scottish and Dutch legal academics and practitioners
• to promote discussion on legal and justice development issues between Scotland and the Netherlands
• to build on historical links and share best practice on current development, with the focus on civil law.

4.41 The objectives for the Study Visit to The Hague were to:

• to learn from Dutch legal policy makers and practitioners about legal aid and access to justice issues
• to use this learning to contribute towards plans in Scotland to take forward the strategic review of the delivery of legal aid.

4.42 The Scottish Executive accepted an offer from the University of Leiden to handle all matters relating to the organising of the conference. This had benefits in terms of saving time and effort for the Executive, but resulted in a dilution of its influence over the event. Consequently, in the opinion of one consultee, the Conference proved to be less closely linked to policy objectives than it might have been.

4.43 A number of lessons emerge from the evaluation of the pre-event phase of the Conference and study visit:

• officials in the lead policy department should remain closely involved in the pre-event phase to ensure events remain close to original objectives
• it is important to bring key players together at an early stage in the pre-event phase in order to develop a "shared vision"
• when designing activities, such as the study visit, more care should be taken over the duration of the visit. In the case of the visit to The Hague, one day proved to be too short
• it is important to design for more opportunities for informal networking.

Event

4.44 In the view of consultees, the conference assisted professional development, networking and encouraging joint working. It generated some interest among Dutch participants in Scotland and its devolved administration, and raised awareness of what this means in the context of the legal system. This is reflected in the feedback from telephone interviews below.

4.45 The views of 9 Dutch participants in the Access to Justice Conference were obtained through telephone interviews. This provides additional, qualitative evidence on the event itself and on the wider issue of Dutch participants' perceptions of Scotland.

4.46 Respondents to the survey were all connected to the University of Leiden, some as professors, other staff members or PhD students. Many also had responsibilities outside the University as lawyers or judges.

4.47 Overall, the most valuable aspect of the conference was the potential to exchange opinions with other participants. The international aspect and the comparison of different legal systems were considered by many to be the most interesting elements, especially because of the high quality of the papers presented. However, many participants who had hoped that the conference would offer possibilities for personal exchange of ideas with others were disappointed in this respect. The programme was extremely full and left very little time for personal contacts. Even during the lunch, a paper was presented. Only one respondent indicated that a new contact had been made during the conference. A number of others renewed existing contacts.

4.48 Two respondents are already working jointly with Scottish academics, but there were no new joint working initiatives with contacts in Scotland at the time of interviews, but this was not ruled out in the future. The biggest barrier to further collaboration appeared to be funding

4.49 During the conference, there were many references to Scotland from a legal, social and political perspective. There were frequent references to Scotland in the context of its devolved status. Dutch participants gained new knowledge and understanding about Scotland. To this extent, one of the high-level objectives for Scotland in the Netherlands, namely to enhance the "profile of Scotland post devolution - its new governance and new politics" was achieved with a group drawn from the Dutch legal community.

4.50 The conference was less successful in encouraging networking. There was no indication of new links being made between individuals in the short to medium term as a result of the conference, either in direct professional terms or with respect to other visits. However, the possibility of a further conference is being considered.

4.51 The Study Visit contributed more strongly towards the main objective of learning from the Dutch: the practical nature of this activity seems to have provided a more effective learning process for the Scottish delegation. As confirmed by the Head of Policy at the Scottish Legal Aid Board who was part of the Scottish delegation, this will help translate the new learning into any future plans to take forward the strategic review of the delivery of legal aid in Scotland.

Post-event

4.52 The evidence suggests that the immediate objectives were met, although there was no formal process in place at the time for gauging reactions of participants to the activity. Verbal feedback received by Executive officials from the Scottish delegation was positive and indicated that it would help inform the development of the Scottish legal aid system.

Outcomes

4.53 Feedback in letters received by the Scottish Executive has been very positive. From the telephone interviews the main outcomes are:

• promotion of Scottish legal system and contribution to enhance the "profile of Scotland post devolution"
• half the Dutch participants received new information about activities in their own area of professional interest
• estimate four new contacts made
• learning will help in future plans to take forward the strategic review of the delivery of legal aid in Scotland
• consideration being given to inviting Dutch counterparts to Scotland when the UK has EU Presidency in 2005. A conference may be organised on evidence in legal policy.

5. evening of scottish culture

Description

4.54 This was the central event of the Programme and the largest with 400 delegates attending. The evening was held in the former Amsterdam Beurs (Stock Exchange). Guests were piped into the building along a red carpet. There was a cocktail reception with classical music from the UK Young Musician of the Year 2004 from Scotland, Nicola Benedetti; a three course buffet featuring Scottish produce and whisky; a fashion show with clothes designed by Scottish students; and contemporary Gaelic music from a well-known Isle of Skye band. Welcoming speeches were given by the British Ambassador in the Netherlands and the Scottish Minister for the Environment and Rural Affairs.

4.55 The objectives were to raise the profile of Scottish culture, particularly in food and drink, music and fashion. The structure of the event and its planning was largely determined by practical and political considerations. We understand that following a similar event in the Scotland in Sweden Programme, the Scottish evening was referred to as a "benchmark" for this type of overseas promotional activity.

Pre-event

e-survey evidence

4.56 Prior to the evening, SQW conducted a short baseline survey to assess guests' perceptions of Scotland. This asked them to score Scotland against a range of characteristics. It also determined the guests' current level of engagement with Scotland. The results of the pre-event survey have been used as a baseline against which a follow up survey is compared: the results are set out in the post-event section below. The survey was e-mailed to 192 invitees and 82 responses were received pre-event and 77 from the post-event survey. The questions covered four areas:

• perceptions of Scotland
• industries and business associated with Scotland
• culture associated with Scotland
• level of awareness/knowledge and interaction with Scotland.

4.57 Overall, the results paint a very positive picture of perceptions of Scotland. In the pre-event survey, there was strong agreement that Scotland is a patriotic country with a strong sense of identity (98% agreed) and that Scotland is a clean and safe place to live and work (88% agreed). There tended to be stronger agreement on the cultural or traditional characteristics than business related ones: 41% thought Scotland a competitive place for business and 27% that Scotland has strong knowledge-based economy.

Table 4.2: Perceptions of Scotland

4.58 Asked to name three industries that they most associated with Scotland, whisky was by far the most mentioned industry (80%), with tourism, wool and textiles, oil and gas and fishing mentioned by around a quarter.

Table 4.3: Industries perceived most associated with Scotland

4.59 The cultural activities most associated with Scotland were music/dance and the characteristics of Scots people such as trustworthiness, integrity, friendliness and national pride. More modern aspects of culture such as sport (especially golf) and the annual festivals in Edinburgh were also mentioned.

Event

Organisational perspective

4.60 The event was managed and delivered by Apple Tree Communications, a company appointed by the Scottish Executive following a competitive tendering process. Feedback from the Executive, attendees and our own observational research indicates that the event was well run. A fuller discussion of the organisation of the event is contained in Annex C. The main points are summarised below:

• the cultural event was self-contained, with no obvious overlap or connection with the other activities in the Programme
• the evening aspired to a purely cultural depiction of Scotland in the 21 ^st century with no political angle attached
• the contract with Apple Tree is regarded as comprehensive and precise, with reporting procedures and budget structure clear-cut. However, there was an issue around some operational timescales involved in the project being too short . The project ran to budget and we understand that the cost to the Executive was substantially less than private companies would pay for similar levels of promotion
• Apple Tree received a positive return on approximately 13% of the original number of people that they contacted. As there were just over 400 at the actual event, it can be assumed that around 3000 people were contacted via the database in the first instance. We understand that this is a good response from this type of invitation. Guests were selected by targeting a number of sectors, identifying contacts in these sectors and managing the process through a call centre
• the best part of the event was regarded by many as the welcome ceremony, with the pipers forming a guard of honour outside the venue. This added to the prestige and profile of the evening and made the guests feel special
• one element of the evening that could have been organised better was the VIP area. This made too prominent a division between the guests and VIPs and was not conducive to making everyone feel important and welcome
• press coverage and publicity were the responsibility of the British Embassy in the Netherlands and while press invitations were issued in advance of the night, there was no follow-up and no press release or story to accompany the promotion of the event. As a result, there was little coverage. This may have been a missed opportunity. It is suggested that a press officer should be allocated to each international programme and be responsible for all liaison with journalists
• the contractor, Apple Tree, report that Scotland's use of this type of event as an international platform is second to none. No other country or region has managed to develop such a powerful message and delivery mechanism: this is an advantage which should be capitalised upon
• a further suggestion has been made that a more structured 'promotion in a box' toolkit be developed which would build on the experience of these events and set out good practice and principles for future events.

Post-event

Follow up e-survey

4.61 The post-event survey was sent to the same sample of 192 guests as the pre-event survey. The aim was to provide evidence of whether, across the sample, there had been any clear changes in perceptions of Scotland. The second survey was conducted in January 2005, which was considered to give sufficient time to capture the lasting perceptions, but a short enough period to limit the influence of other factors.

4.62 It would be misleading to claim that the changes found in the survey can be attributed solely to the Cultural Evening, but for those that attended it is likely to have been a major factor in their perceptions.

4.63 There were 77 responses from Dutch guests to the post-event survey. The results are shown in Figure 4.1 together with the results from the baseline survey conducted prior to the event to demonstrate change. The level of agreement is reflected by a set of scores, with high scores indicating greater agreement with the statement. ² Figure 4.1 shows the average scores for each statement.

Figure 4.1: To what extent do you agree or disagree with the following statements?

4.64 Figure 4.1 shows that between the pre and post-event surveys there have been some relatively clear changes. Perceptions of Scotland as a patriotic country were very high in the baseline survey, but had fallen slightly in post-event. Perceptions of Scotland as a premier tourism destination had risen significantly as had perceptions of Scotland being a modern contemporary culture and a country with a strong knowledge based economy.

4.65 Figure 4.2 shows these changes as the percentage that agreed/strongly agreed with statements pre and post-event. The biggest changes were in perceptions of Scotland as a country rich with modern and contemporary culture, certainly one of the main aims of the evening. This represents an increase of 25% in the number agreeing with this statement and in the context of the 400 people attending, this would indicate a shift in the perceptions of 100 people. Among the other statements, there was a similar increase in the number agreeing that Scotland is a premier tourism destination. There was a reduction in the number agreeing that Scotland was a globally connected nation, possibly not an attribute emphasised at the event.

Figure 4.2: Change in the % that agree/strongly agree with statements between pre and post surveys

4.66 A second element of the survey was to determine whether there was any shift in guests engagement with Scotland either through increased knowledge or directly, through visits. Figure 4.3 shows the results compared with the baseline. There was an increase in those reporting a limited knowledge of Scotland and fewer that had no knowledge: these are probably the areas that we would expect to see some shift. A smaller proportion in the post-event survey had actually visited Scotland that is likely to reflect differences in the pre and post-event survey sample.

Figure 4.3: How would you describe your overall awareness of Scotland?

4.67 As part of the e-survey guests were also asked whether the cultural evening had encouraged them to visit Scotland, work on collaborative projects, exchange practice or make new contacts. The results are very positive. Thirty-nine percent were encouraged to visit Scotland over the next year, 14% planned some form of joint working and 11% were encouraged to exchange practice.

Figure 4.4: Did attending the Evening of Scottish Culture encourage you to.......?

4.68 The survey also asked questions concerning Scotland's industries and culture. The survey asked guests, before the event and in the post-event survey, to name three industries that they associate with Scotland. The results are shown in Figure 4.5. The percentages reflect the proportion of respondents that mentioned each industry. By far the most mentioned industry was whisky (80%). Among the other key industries, there were some interesting changes. The proportion mentioning wool/textiles, fishing and agriculture, i.e. more traditional industries, fell while services such as tourism and banking rose significantly. The increased mention of shipbuilding is difficult to explain.

Figure 4.5: Can you name three industries associated with Scotland?

4.69 The cultural activities most associated with Scotland remained music/dance and the characteristics of Scots people such as trustworthiness, integrity, friendliness and national pride. More modern aspects of culture such as sport (especially golf) and the annual festivals in Edinburgh were also mentioned.

Phone survey evidence

4.70 Telephone interviews were conducted post-event with 30 guests at the Evening of Scottish Culture. These aimed to determine among things whether attending the event had any influence on perceptions of Scotland and on any subsequent actions that may have taken or planned as a result of attending. A full analysis of these interviews is contained in Annex C. In this section, the main points are summarised:

• on the whole the evening was highly appreciated by almost all the participants interviewed. It was described as very well organised and in a beautiful setting. The ambience was very pleasant, the quality of food and drinks described as excellent, the programme was varied and the performing artists of a very high quality. All felt that the hospitality was impressive:

"The hospitality was overwhelming. You always hear that the Scots are avaricious, but this evening proved the contrary. It was all very warm and generous."

• it was considered to be a good occasion to make informal contacts with a lot of people and on the whole the event created a lot of goodwill for Scotland
• just over half those interviewed reported that their image of Scotland changed. The cultural side of Scotland was now seen as more varied and interesting than expected and many had become aware of aspects of Scotland they had not known about before this event

"Scotland is much more than wool and kilts, it has much more to offer."

"You have the image that Scotland is a sort of rough country where not much is happening. But it is much more modern than I expected, they are positioning themselves as an interesting country, where a lot is happening and with interesting industries and products."

• there were some criticisms. Four interviewees did not understand the purpose of this event:

"Why did they invite me? The information about Scotland was fairly limited and I wonder why they spent all this money."

• other comments indicate that there was too little opportunity for networking; that the fashion show was not very up to date or spectacular; and there were too few seats so that the food had to be eaten while standing. For a small number of respondents the venue was too big, making it more difficult to feel at ease.

4.71 On exchange of practice:

• few respondents were of the opinion that the Cultural Evening really brought them information about activities in their own professional field of interest, but 7 respondents stated that it was an opportunity to learn more about the different fields of Scottish business:

"Yes, it made me consider the possibility of buying products from Scotland rather than from the UK."

4.72 On collaborative links with Scotland:

• six respondents already had collaborative links with Scotland, mainly in the field of tourism. One participant will soon take part in culinary events in Scotland, another one is planning to finalise a book about this country. Three participants were encouraged to explore the possibility of establishing future business contacts in Scotland.

"Perhaps you look more easily in the Scottish direction after an evening like this."

4.73 On changing perceptions of Scotland:

• more than half of the respondents considered their perceptions of Scotland to have changed. Sixteen reported that they now believed Scotland was far more professional and technically advanced than they had expected:

"I thought that it was a sort of Luxemburg, sleepy and indolent, but they are very active. A lot is happening in that country."

"They are much more modern than I expected. I prefer them to the rest of England."

• nine respondents considered that in tourism progress is rapidly being made and that the country's tourism is well organised. Some warned however that it should not become too popular, which could endanger its charm as an untouched country
• six respondents felt that the event did not change their perception of Scotland and even reinforced their perception of a traditional country of wool, kilts and whisky. It did however reinforce the impression of the Scots being extremely warm and nice people.

4.74 On other changes in Scotland:

• around half of the respondents had the impression that Scotland had changed over the last few years. Scots were considered to be more self-confident and in the process of strengthening their own identity. This was mentioned alongside mention of the Scottish Parliament and of perceptions that Scotland "is searching for independence from the UK"
• Scottish society is seen as more professional and business-oriented than was the case in earlier years, while at the same time the Scottish scientific community is gaining international renown
• Scotland is viewed as more Europe-oriented and is actively positioning itself as an interesting partner with its own identity. In the cultural field there is a lot of renewal and as one respondent says - " even their footballers are better than they used to be"
• several respondents warned that the Scots should be cautious not to overdo change. The traditions such as the pipers and the kilts are part of the attraction as a tourist destination and this traditional part of the Scottish identity should not be lost:

"They are positioning themselves as a modern country. But for heaven's sake, let them also keep the pipers and all that. These are just as important as wooden shoes and tulips in the Netherlands."

"Scotland has been discovered, there are far more tourists. But they must be careful. It would damage tourism if the country became too crowded and if they changed too much."

4.75 On business, cultural and tourism links:

• more than half of the respondents intended visiting Scotland in the near future
• a few reported definite plans to spend a holiday in Scotland as the event made them more aware and more enthusiastic about the country.

Conclusions on Evening of Scottish Culture

4.76 This evaluation study has generated a considerable amount of information on the Evening of Scottish Culture drawn from a number of sources. Observation and consultations with Apple Tree and others involved consistently indicate that this was a well run event. Feedback from guests makes clear that the quality of the event, the hospitality and its delivery were excellent. Information from the e-survey and telephone interviews demonstrates that it had a positive impact on perceptions of Scotland. Specifically, perceptions of Scotland's modern and contemporary culture, the tourism offer and the developing knowledge economy have all been positively influenced. Perceptions of Scotland's industry have also shifted slightly from the primary sectors to service industries that are increasingly important in the Scottish economy. Telephone interview results support these views with qualitative evidence that more than half of those attending the event see Scotland as changing, becoming more self-confident and strengthening its own identity. There was also specific evidence of activities encouraged by attendance at the evening.

Outcomes

4.77 Using the survey results, we estimate that:

• 156 Dutch people have been encouraged to visit Scotland in the next 12 months
• 56 Dutch people have been encouraged to plan joint working or collaborative ventures
• 44 Dutch people have been able to exchange practice
• 36 Dutch people have been helped to make new or to renew contacts.
• around half of attendees (c. 200 people) now have a more positive perception of Scotland
• 3% (12) have taken a holiday a trip to Scotland in the 4 months after the event
• 7% (28) have made a business trip since the event.

4.78 We conclude that the event has made a significant contribution to improving the perceptions of Scotland among those that attended. The results indicate high levels of satisfaction and positive impacts. We would emphasise that those attending were drawn from influential positions in business and public service in the Netherlands, people considered to be opinion formers in their own fields.

6. Wee Stories Theatre Group's performance of tam o'shanter

Description

4.79 The children's theatre group from Scotland, Wee Stories, staged two performances of Tam O'Shanter in the Netherlands, mixing theatre, music and storytelling. A Dutch storyteller, Ernst Weestra, worked with the group to provide a Dutch interpretation of the story. The performances were part of the Dutch Literature Festival and were attended by around 40 people. In addition, the group performed at the Traverse Theatre in Edinburgh to an audience that included a representative from the Dutch Embassy in the UK as well as other members of the Dutch community in Scotland.

Pre-event

4.80 The Scottish Arts Council provides core funding for the Wee Stories Theatre Group. When the decision was made to proceed with the Scotland in the Netherlands Programme, the SAC proposed that the Group participate. A representative of the Wee Stories Theatre Group had already made a number of trips to the Netherlands and had formed links in the country. Despite this, it appears to be doubtful if a tour to the Netherlands would have taken place without the catalyst and the enabling support of the Scotland in the Netherlands Programme. The Group was already preparing to present Tam O'Shanter and this was judged an appropriate work to perform as it promoted Scottish literature and culture, albeit in this instance with a modern twist.

Event

4.81 Anecdotal evidence received by the organiser suggests that the performance was very well received, with the audience participating in the use of the Scots language and receiving copies of the poem.

4.82 The production was attended by the NAEN Study Group and the East Glasgow Youth Theatre ( EGYT), both of which were in the Netherlands as part of the Scotland in the Netherlands Programme. There was little media coverage of the production, although it was featured in the Dutch Literature Festival Programme. SAC were uncertain as to who was responsible for arranging media coverage for the arts-related activities.

4.83 Those involved in organising the event had an implicit understanding that the purpose was to promote Scotland and Scottish culture: the links to the Executive's wider international strategy could have been made more explicit. There was little time to consider wider linkages within the overall Programme. As a result, scope to secure more publicity and to use the event more effectively as part of the Programme, e.g. overlapping with the guest list for the Evening of Scottish Culture event, were not exploited

Post-event

4.84 Feedback suggests this was a successful event. Some linkage is evident to other activities in the Programme given the attendance of the NAEN and EGYT groups at a Festival performance. Related activity in Edinburgh helped reinforce a link with the Dutch community in Scotland. The relationships formed are thought likely to be of more importance in the longer term than in the short term. However, the impact, given the size of the audience, is likely to have been limited.

Outcomes

4.85 The following outcomes have been identified:

• performance given to a Dutch audience of 40 and distribution of poems
• event in Edinburgh attracted representatives from Dutch Embassy and Dutch community
• the Wee Stories Theatre Group has been invited to return to the Netherlands in 2005 to appear at a Dutch Children's Festival. There may be opportunities for other Scottish groups to join them
• the production is viewed by those involved as helping generally to strengthen links between the Dutch and Scottish theatre groups.

7. East Glasgow Youth Theatre visit

Description

4.86 The East Glasgow Youth Theatre ( EGYT) is supported by the SAC and provides activities for young people from disadvantaged areas. A group of 5, including 2 disabled actors, from EGYT were supported to join the ISH Theatre for a week in the Netherlands to exchange ideas and work together on a production. The ISH Theatre is a Dutch street dance/theatre group for young people.

Pre-event

4.87 When SAC were asked to propose projects for the Scotland in the Netherlands Programme, members of staff had recently visited Utrecht and seen the work of the ISH Theatre. It represented a style and type of project that SAC is keen to support and the type of project that the Dutch are considered to do well. The ISH project was viewed as a good example of the type of activity that the SAC could develop in Scotland, notably given its objectives around cultural diversity. Dutch counterparts were also known to be interested in Scottish projects that are developing theatre and drama groups to work with disadvantaged and disabled groups.

Event

4.88 The project lasted a week. The Scottish Minister for Culture, Tourism and Sport visited the two groups at work. A final performance was attended by the NAEN Study Group members, participants in another of the Scotland in the Netherlands activities.

4.89 Despite concerns that members of the ISH group were only partly engaged - sometimes not turning up or working on other projects - anecdotal evidence indicates that the end-of-project show was a success and that EGYT members have a positive view of the whole experience. One of the underlying difficulties may have been that the Scottish group was younger than the ISH counterparts and therefore there was not as much social interaction as had been hoped.

4.90 There was some coverage in the Dutch press and this was helped by the Minister's visit.

Post-event

4.91 As a result of the visit and in particular through the involvement of NAEN members and of a representative of Youth Theatre Scotland, there are plans for the ISH Theatre to visit Scotland over the next couple of years to tour, perform at the Edinburgh Festival and possibly a undertake a residency project. There is also a strong view that the young people from Scotland benefited a great deal from the experience. The combination of dance and theatre experienced with the ISH group provided real inspiration.

4.92 Feedback from the ISH Theatre indicates that they also learned from the Glasgow group. The initiative is viewed by those involved as a genuinely valuable exchange of practice and expertise. The experience is likely to shape the work that both theatre groups do in future. At a strategic level, it is envisaged that the visit will help shape the activities and projects that SAC supports in future, generating new ideas for SAC's own Youth Arts Strategy.

Outcomes

4.93 The following outcomes have been identified:

• plans for future visit by ISH theatre to Scotland
• personal development for Glasgow participants
• valued exchange of practice
• contribution to policy development and Youth Arts Strategy in Scotland.

8. National arts education network ( NAEN) study trip AND Cultural Jongeren Paspoort/ cultural entitlement seminar

Description

4.94 In September, 2004, members of the National Arts Education Network ( NAEN) made a study visit to the Netherlands. They were joined at a seminar on cultural entitlement for young people by representatives of the Young Scot scheme. NAEN consists of a number of senior arts and culture education officers who work for various public agencies and other organisations throughout Scotland. Its members meet as a group approximately 3 times a year and undertake one study visit per year. Their study visit is usually linked to current arts-related policy issues and/or is used to inform NAEN members about new approaches to education in the arts and culture within the UK.

Pre-event

4.95 In April 2004, the Head of Drama at the Scottish Arts Council ( SAC) was approached by the Executive's Promotion of Scotland Team to consider involvement in a celebratory event being considered for autumn 2004 in the Netherlands. There was potential to link this with current interest in cultural entitlement. Those involved in organising entitlement schemes had good mutual contacts, but there had been no previous opportunity for direct two-way exchange of practice.

4.96 At an initial meeting between SAC, Executive and British Embassy representatives, the overarching objective for including a cultural element in the Scotland in the Netherlands Programme was linked to the theme of positioning Scotland as an international cultural and creative "hub".

Event

4.97 Our consultation was supplemented by a report prepared by the SAC on the cultural entitlement seminar that includes brief delegate responses and suggestions for next steps. Speakers at the event included: the Scottish Executive Minister for Tourism, Culture and Sports; the Education Officer, SAC; the Vice President of the European Youth Card Association; the Chief Executive, Young Scot scheme; Head of Department of Culture and Schools, The Netherlands; Managing Director, CJP, the organisers of the Dutch voucher scheme.

4.98 In retrospect, SAC believes that it may have been useful to include more artists and potential beneficiaries such as students or pupils in the seminar. The Minister's speech, although delayed, was considered to be "enthusiastic" and very relevant to the seminar.

Post-event

4.99 Following the event, the SAC's report on the seminar was passed to the Executive. It included a SWOT analysis of the Dutch voucher scheme and this will be made available to the Cultural Commission as evidence of a working model of cultural entitlement. The Commission is due to report in June 2005 and is expected to make recommendations on how to encourage people from all walks of life, regardless of age, ethnicity, wealth etc. to engage with the arts at some level.

4.100 There is already some discussion surrounding the introduction of a pilot scheme using a Young Scot 'Smart Card' and tying this in with the Executive's health, arts, citizenship, enterprise, and lifelong learning agendas. The seminar held in the Netherlands has prompted Scottish officials both to examine how the Dutch scheme might be translated to meet Scottish circumstances and to reflect on whether there are more suitable and sustainable approaches to adopt.

Outcomes

4.101 The following outcomes have been identified:

• a number of future exchanges are planned, e.g. representatives of the ISH Institute to visit Scotland to speak at a seminar on youth and culture
• since participating, the SAC has recruited an International Officer. It is hoped this will ensure any networking or contacts made with other countries are sustainable and effective over the longer term
• new and useful networking between counterparts in the two countries has been achieved. The initiative facilitated mutual understanding and appreciation of the issues and challenges around the policy of cultural entitlement
• those from Scotland have gained a better understanding of practice.

4.102 The objectives of the SAC were met in terms of learning about Dutch practice. Its own evaluation provides evidence that Scottish delegates consider the seminar to have been successful.

4.103 On lessons for the future, there would be merit in having a steering meeting with Executive policy leads at an early stage when a programme is first being discussed: some contributors in this instance did not join the process until a later stage. This is seen to have limited the opportunity to form an appreciation of the higher-level objectives of the Scotland in the Netherlands Programme. It also meant that co-ordinators did not have the opportunity to learn from the experiences of other organisers or to discuss potential synergy between events.

9. Landforms Exhibition and Study Tour

Description

4.104 Two elements of the Programme are described here:

• the Landforms Exhibition held in the Architectuur Centrum Aorta in Utrecht, the city in which Enric Miralles, the architect of the Scottish Parliament, designed the extension to the Town Hall. The opening was attended by the Scottish Minister for Tourism, Culture and Sport.
• A Study Tour over 3 days arranged for urban planners from 5 Scottish cities: Glasgow, Edinburgh, Dundee, Aberdeen and Stirling. It focused on approaches to waterfront redevelopment and looked at projects in three Dutch cities.

Pre-event

4.105 When the decision to proceed with the Scotland in the Netherlands Programme was made, the Architecture Policy Division recognised the opportunity to build on strong links that already existed between the two countries. The Dutch are recognised universally as leaders in contemporary planning and architecture. Indeed, the possibility of learning from the Dutch in architecture and policy had been raised previously before Scotland in the Netherlands was conceived.

Event

4.106 The Exhibition displayed 17 new Scottish architectural projects completed since devolution, including the new Scottish Parliament building. There were 1,200 invitations and 600 postcards distributed for the Landforms Exhibition. The opening attracted an audience of 65, with a further 234 attending the exhibition over the three weeks it was held, a total of 294 visitors.

4.107 The Study Tour over 3 days included a dinner with the Minister in Amsterdam for the Scottish Better City representatives and 8 Dutch representatives from the Netherlands Architecture Institute, the Chief Architect's Office, Den Haag and Aorta.

4.108 Several of those on the trip felt that it had been "inspiring" to view the examples of Dutch architecture. Many of these are very different from approaches traditionally taken in Scotland. The fact that much of what was seen is linked to waterfront development made it particularly relevant. There were many examples of radically different uses of space that raised issues about planning controls, the application of health and safety legislation, and the significance of social and cultural setting.

4.109 It is argued that seeing these examples first hand will help inform participants on alternative approaches and ultimately assist in the design and choice of projects in Scottish cities, most immediately in the development of city waterfronts.

4.110 Both events are regarded as having been well organised and successful, although linkage with the wider promotion of Scotland strategy in the Netherlands could have been made more explicit. There was little cross-over with other Scotland in the Netherlands events.

Post-event

4.111 Post event, there is evidence of a number of positive outcomes. Members of the Better Cities Group on the Study Trip held a follow-up meeting at The Lighthouse in November, 2004 to review their trip; to present some of their projects in their own cities; and to consider how the Group could work together in future. A further meeting is planned in Aberdeen in 2005. Those on the Study Trip did not know each other well beforehand: the trip is viewed as acting as a catalyst to the Scottish participants working together and learning from each other to an extent that has not happened previously.

4.112 The Lighthouse organised a survey of visitors to the exhibition, translated into Dutch by staff in Aorta. There were 50 questionnaires completed: in terms of profile, 64% of those attending had not been to Aorta before; 80% were not architecture professionals. Half of visitors were local residents and half visitors to Utrecht. Of the respondents, 82% were not aware of Scottish contemporary architecture before the exhibition and 88% thought that the exhibition had changed their view of Scottish architecture, considering it more interesting. There was also positive feedback on the format of the exhibition itself.

4.113 Longer-term impacts have also been highlighted. The reinforcement of prior links with the Netherlands Architecture Institute is seen as being of real value. The Lighthouse, representing Scottish design, has been invited to exhibit at the forthcoming International Architecture Biennale in Rotterdam. This is a major event for the profession and will further raise Scotland's profile internationally.

4.114 In addition, 2 Dutch architects plan visits to Scotland in 2005 and a Young European Architects event is to be held in Glasgow, also in 2005. The Royal Incorporation of Architects in Scotland ( RIAS) has used the link to the Netherlands in its materials to attract members and has highlighted the Executive's role in promoting Scottish architecture abroad.

4.115 Anecdotal feedback from those attending, including the senior Netherlands Architect Institute ( NAI) representative, has been indicative of a strong interest in what is happening in Scotland. Scotland is seen as having exciting projects and the Parliament building is attracting a lot of interest. In these qualitative ways, this component of the Scotland in the Netherlands Programme has contributed to positive perceptions of Scotland as a modern and creative country, and has avoided reinforcing some of the more traditional stereotypes.

Outcomes

4.116 On outcomes, awareness and perceptions of Scottish contemporary architecture were changed in positive ways among many of those attending the exhibition. Urban planners from Scotland were made aware of new options for waterside development. Finally, further two-way exchanges between architecture and design professionals in the two countries are planned in the wake of the Scotland in the Netherlands Programme. In addition:

• members of the Better Cities Group who participated in the Study Trip held a follow-up meeting at The Lighthouse in November, 2004
• there were 1,200 invitations and 600 postcards distributed in the Netherlands for the Landforms Exhibition.
• the opening attracted an audience of 65, with a further 234 attending the exhibition over the three weeks it was held, a total of 294 visitors
• 80% were not architecture professionals
• 82% were not aware of Scottish contemporary architecture before the exhibition
• 88% considered that the exhibition had changed their view of Scottish architecture, considering it to be more interesting
• participants in the Study Tour were informed on alternative approaches to design and choice of projects in Scottish cities, most immediately in the development of city waterfronts
• The Lighthouse, representing Scottish design, has been invited to exhibit at the forthcoming International Architecture Biennale in Rotterdam
• two Dutch architects plan visits to Scotland in 2005 and a Young European Architects event is to be held in Glasgow, also in 2005.

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