Central to the region’s tourism economy, Salford's Lowry Arts Centre generates almost £90m in visitor spending in the North West every year, while its community programmes offer £22.4m in social value, the whole organisation supporting 649 jobs.
A catalyst for the economic regeneration of Salford Quays, the theatre and gallery complex is the most visited attraction in Greater Manchester. In 2022-23 almost 860,000 people visited its wide programme of major theatre plays, operas and world-class dance.
Now, to mark the start of the 25th anniversary year, bosses have published a social and economic report - Making Culture Count - from a leading consultancy, Lichfields, which evaluates the institution's relationship with the local community and economy.
The findings uncover the vital role The Lowry has played in the regeneration of Salford. Since its opening Salford Quays, as the repurposed docklands area is now known, has been a crucial factor in the decisions of the BBC and ITV Studios to move to the Quays - kicking off the development of MediaCity, one of the most successful regeneration projects in Europe, now home to TV support industries, start-up companies, hotels, restaurants, shopping, major employers such as Kellog and Ericsson, and residential centres.
While local authorities around the country are cutting funding for arts venues and theatres, The Lowry is an example of the way arts institutions can boost local economies and add value to communities. The Quays now contributes around £1.3 billion in gross added value to the economy - 99 per cent more than in 2001.
The report emphasises that The Lowry is more than an arts venue and its education, employability, volunteering, and community engagement programmes target some of the hardest to reach people and families in the Salford area.
In 2022-23 alone, the report shows, 22,000 people participated in Lowry programmes, including 15,000 young people and 3,000 people with special educational needs or disabilities. Over 3,200 sessions were held across all of The Lowry’s learning and engagement programmes, totalling over 6,000 hours at an estimated value to the area of well over £22 million
One of The Lowry’s many community initiatives is the flagship Arts for Social Change programme, which helps young people experiencing difficulties in life. The programme gives young people the opportunity to express themselves through art, learn new skills, reduce their social isolation and anxiety and access potentially life-changing opportunities. Almost 900 young people took part in the survey year.
Unusually, the institution's impact comes without high levels of public funding; in the 2022 financial year only six per cent of its income came from public sources, compared to other Arts Council "portfolio" organisations, whose Arts support can be up to 50 per cent of their income.
Lowry CEO Julia Fawcett said: “Before The Lowry, Salford Quays had been empty and derelict for close to two decades. The revitalisation of the area has been nothing short of miraculous. The Quays continues evolve, but The Lowry is still the anchor."
Sir Rod Aldridge OBE (Chairman, The Lowry Aldridge Foundation) said: "There’s an incredible combination of things happening here that people can feel they are a part of.
"Access to arts and culture is crucial for all young people, not just future artists, as it fosters creative expression, analytical thinking, and confidence.
"If we want to see the UK succeed in the modern economy, policymakers must look again at arts education and they will find institutions like The Lowry are ready and willing to play their part.”
Acclaimed dancer and Birmingham Royal Ballet director Carlos Acosta said: “I cannot praise the Lowry enough for its outstanding commitment, not only to presenting the highest quality dance in its annual programme, but for its far-sighted approach to breaking down barriers, building community engagement and developing the skills and talents of young people."
Comedian and musical star Jason Manford revealed:“The Lowry has been part of my life since it was first built. As someone born in Salford and, as a Salford University drama student at the time, it felt like our city was finally getting the respect it deserved.
"I’ve been lucky enough to perform in all of its spaces, from the Studio up to the Lyric, from music gigs to comedy, even spending a whole Christmas there in Chitty Chitty Bang Bang and I’m back at least a few times a year to watch shows with my family. The Lowry is the theatrical equivalent of ‘Build it, and they will come'. I’m excited to see what it does over the next 25 years.”
Richard Coburn, a senior director of the Lichfield s consultancy, which prepared the report, said: “The Lowry stands as a powerful example of how arts and culture can transform localities lacking investment into thriving new places, significantly enhance lives and generate substantial economic benefits.”
And a final word from another quite well-known local comedian and performer, Peter Kay: "Happy 25th birthday to The Lowry. I’ve many happy memories, both as a punter and as a performer; it's a remarkable venue.
"It remains close to my heart - and more importantly, close to my house...”