Arts organisation generated more than £7m for Basingstoke last year
A report has revealed that Anvil Arts generated more than £7m for Basingstoke last year.
Anvil Arts, the organisation that runs Basingstoke’s top cultural venues, has released its latest economic impact report for 2023-24, revealing an impressive contribution to both the cultural offering and the local economy over the last year.
The independent report, produced by BOP Consulting, shows that the charity’s activities generated a net economic impact of £7.3m in Basingstoke and Deane, equating to nearly £14 for every £1 of public investment – an increase from £5 million in 2010. This equates to £4.2 million GVA (Gross Value Added) and 130 jobs in addition to its own staff, reaffirming the important role the arts play in contributing to the visitor economy and driving economic growth.
As the only Arts Council England National Portfolio Organisation (NPO) for music in Hampshire, Anvil Arts is responsible for running The Anvil and The Haymarket. The Anvil, a 1,400-seat concert hall, is considered to be one of the top five concert halls in the UK and has sold over five million tickets in the last 30 years, playing host to some of the world’s greatest musicians. The 400-seat, Grade II-listed Haymarket provides a much-needed space for plays, local performances and has a focus on family shows.
Every year, Anvil Arts brings around 200,000 people into Basingstoke through The Anvil, The Forge studio (situated within The Anvil) and The Haymarket. In 2023-24, 64 per cent of the ticket buying audiences in the last year came from outside the town, and with them came greater spending on food drink and shopping than local audiences – the average spend was £38 for non-locals compared to just over £25 for locals. Overnight stays linked to performances more than doubled, and 66 per cent of all audiences said they wouldn’t have come into the town centre if they hadn’t had tickets for a performance.
In addition to delivering its wide-ranging arts and entertainment programme, with more than 400 events and shows, the charity delivered a comprehensive community engagement programme. Between 2023-24, nearly 10,000 young people took part in school projects, nearly 3,000 young people performed in concerts, and initiatives such as relaxed performances ensured the arts were accessible to all groups in the local community.
Anvil Arts chief executive Matthew Cleaver said: “Despite an incredibly tough few years and the continuing challenges of the economic climate, our impact report clearly demonstrates the value that investment in arts and culture brings and the vital role it plays. Arts and culture are drivers of growth and opportunity – every pound invested in Anvil Arts circulates through the local economy, supporting jobs, businesses and the town’s future development. We prioritise local businesses in our supply chain and recognise the value of public investment from our strategic partnerships with Basingstoke and Deane Borough Council and Arts Council England.
“We’re delighted to see an increase across the board in audience numbers, spend and overnight stays. It really shows that Basingstoke is a destination for culture. We intend to keep building on our success and create more opportunities for all communities to engage with us, build new partnerships and attract ever broader audiences.”
In January 2021, a national study by accountancy firm KPMG, reported in the Guardian, identified Basingstoke as the third most vulnerable in the country post-Covid. The report found that large-scale arts, entertainment and leisure provision were particularly vital in town centres such as Basingstoke’s that have previously relied on retail and office workers.
About Anvil Arts
Anvil Arts is the largest performing arts organisation in Hampshire. An independent charitable trust that operates three fantastic cultural venues in Basingstoke, they present a year-round programme of arts, entertainment and community engagement in Basingstoke and in community settings around the borough.
Anvil Arts' programme encompasses the best in music, performance, arts participation and community engagement. Since opening in 1994, they have sold more than 5,000,000 tickets, attracted audience members from as far afield as Iceland, Argentina and Japan, and generated at least £55m for the local economy.
Every year, the programme draws more than 200,000 people into Basingstoke town centre, making it a destination for enrichment and enjoyment. It is unusual for a town of Basingstoke’s size to have a venue of the scale and quality of The Anvil, and it has become one of the key advantages in positioning the town as a desirable place to live, work, visit and relocate to.
