Thousands of visits generated by West Midlands Open Weekend 2010 celebrations

People photographing self-portraits at New Art Gallery in Walsall

A report launched today by the Cultural Observatory (in association with Arts Council England) has found that local events held in July as part of the London 2012 Open Weekend celebrations generated in excess of 10,000 visits and attracted a total audience of over 46,000.

Our report, London 2012 Open Weekend 2010 in the West Midlands: post-event survey summary report (pdf, 211kb) contains the results of survey research with a sample of event attendees.

Surveys asked whether people were visiting local areas specifically to attend events (as opposed to visiting areas for other primary reasons such as shopping, or visiting friends). Based on the results of this question, we estimated over 10,000 visits were directly generated by events.

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New ‘two million’ sports participation indicator developed to measure Olympic legacy

Two footballersA new sports participation indicator (pdf, 313kb) has been developed to measure progress towards the government target of getting two million more adults physically active in England by 2012/13 (as part of the legacy of the London 2012 Olympic & Paralympic Games).

The two million indicator (pdf, 313kb), measured through the Active People Survey, gives the percentage of adults (aged 16+) that do three or more sessions (lasting 30 minutes or more) of moderate intensity activity per week.

The indicator differs from the three other Active People participation variables (KPI 1, NI 8, 1 Million) as it incorporates everyday activities such as gardening.

Each region will play a part in the achievement of the target. Broadly speaking, and if all regions play an equal role, a quota of 220,000 more West Midlanders will need to fulfil the ‘two million’ criteria by 2013 (compared to 2008).

The positive regional results of Active People Survey 3 (2008/09) bodes well for achieving this new target. Compared to the previous year’s results, the West Midlands saw a statistically significant increase in levels of participation in sport and active recreation for all participation indicators (KPI 1, NI 8 , 1 Million). Using KPI 1 as an example, the increase in participation seen in the region equated to an increase of 49,000 residents.

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Photo by GregDaly