A new financial report has highlighted the huge regional economic benefits kick-started by the iconic Angel of the North sculpture since it was installed ten years ago.
The new study looks at the impact of public art on regeneration, praising the Angel for its positive affect on tourism, attracting visitors, promoting the area, gaining investment and helping create a new identity for the area.
The report commissioned by Gateshead Council and produced by independent research and consultancy firm ERS says that visitor numbers, business start-ups and employment would not have increased as fast without the impetus given by the sculpture.
Although the report concedes that directly linking things like jobs and revenue to what is a free attraction can be difficult it states that:
"It [the Angel of the North] did herald a new beginning and formed a vital component within a broader package of measures."
"The 6,000 jobs created and £1bn invested on Gateshead Quays alone would have taken a lot longer to generate, if ever realised at all. Importantly, the economic growth ushered in during the Angel era appears sustainable and the regeneration activities that followed its installation are ongoing."
The report also found:· Around 400,000 people visit the site each year (estimated).
· The success of the Angel helped Gateshead Council attract around £145m of lottery funding.
· Delivering such a major project on time and within budget - at no extra cost to council tax payers - give Gateshead Council huge credibility both locally and nationally.
· The success paved the way for a series of major funding bids including £9.6m for Saltwell Park, £46m for BALTIC, £70m for the Sage Gateshead and £22m for the Gateshead Millennium Bridge.
· The Angel can be credited with successfully achieving a balance between creating a new identity while acknowledging its heritage.
· The value in promotional terms cannot be accurately measured, but the exposure generated for Gateshead would have cost millions of pounds in advertising.
· The process set in train by the Angel has boosted employment in the tourism and cultural industries.
Leader of Gateshead Council, Cllr Mick Henry said: "Building the Angel was a brave and innovative move by Gateshead Council and this report demonstrates how much the sculpture has done for the region. While it's very difficult to measure the success in purely commercial terms it's clear that a new spirit of confidence coincided with the Angel coming to Gateshead.
The latest improvements to the site will make it an even more valuable asset to Gateshead proving off road parking, segregated parking for coach parties and the toilet facilities that visitors have repeatedly called for.
Peter Udall, head of design at Gateshead Council said: "For some time it has been recognised that the parking provided at the Angel of the North site is not adequate for the world famous icon of the region which the Angel has become.
"We feel that the design of these facilities is as discreet as possible and will be screened from the Angel by carefully placed planting in order to maintain the current vista offered from this awe inspiring work of art."
"This has undoubtedly led to an increase in investment, more businesses and more jobs. The Angel kick-started a huge process of investment and redevelopment in Gateshead, demonstrating to the whole world that we could comfortably deliver ambitious projects on time and within budget."
