511,781 visitors in our first year

Transcription

1 511,781 visitors in our first year

2 Contents 04 Executive Summary 10 Chairman s Summary 14 Director s Summary 22 Exhibition Programme 32 Exhibition & Display Programme 36 Collection 40 Commissions 46 Learning Programme 48 Schools & Formal Learning 50 School & Family Outreach 52 Non-Formal Learning: Families 54 Life Long Learning & Access 56 Learning Case Study 60 Public Programme 68 Marketing & Public Relations 76 Local Economy 84 Founding Patrons, Supporters & Membership 88 Visitors, Volunteers & Staff 98 Governance 100 Commercial Services 102 The Building 106 Taste For Success 110 Partners 112 Accounts 116 Creating The Hepworth Wakefield 118 Supporting The Hepworth Wakefield 120 Image credits 3

3 executive summary Venues within the sculpture triangle attracted 1.5 million visits in 4 5

4 executive summary The Hepworth Wakefield is a museum and gallery that explores the past, is relevant to the present and instrumental in shaping the future. Our mission We provide the people of the region and tourists with access to inspiring, world-class art and education programmes, as the new home for Wakefield s major art collection and the Hepworth Family Gift. We create unique opportunities for international contemporary artists to stage ambitious large-scale exhibitions and projects in a rich art historical context. Key achievements In our first year we have: Successfully launched and opened the gallery to a large audience and secured excellent customer satisfaction ratings Welcomed 511,781 visitors to the gallery, many of them repeat visitors, generating approximately 10m of tourism spend in the area Put Wakefield on the cultural map, nationally and internationally through wide and consistent positive media coverage worth 5.5m Attracted and enabled 16,896 school visits, using The Hepworth as a source of inspiration to provide unique insights into the creative process Enabled 40,000 families to access workshop and learning activities Created a widely recognised brand identity and strong market position Presented a programme of critically and publicly acclaimed collection and exhibition displays Delivered an artistic programme to celebrate our unique legacy and inspire broad audiences and a new generation of artists Developed valuable national partnerships that connect historic and contemporary art through our programmes Provided new insights into the collection and archive through a programme of conservation and digitisation Achieved self-generated income of 20%, double the initial target. 6 7

5 executive summary Both Moore and Hepworth continue to inspire a new generation, and we will celebrate and explore this legacy. The Hepworth Wakefield is now a multi award-winning gallery. In the last 12 months the gallery has won a host of prestigious national awards and accolades including: RICS Pro Yorkshire Awards, Commercial, Tourism & Leisure, Design & Innovation Wakefield Civic Society Design Awards 2012, Best New Building The Civic Trust, National Panel Special Award 2012 The Wallpaper* Design Awards 2012, Best New Public Building The British Design Awards 2011, Best Architectural Achievement Condé Nast Traveller Award 2011, Innovation and Design Award (culture) The Hepworth Wakefield was a finalist in two renowned awards: The Art Fund Prize 2012, Finalist, the Art Fund Prize for Museums and Galleries South Bank Sky Arts Awards 2012, nominated in the visual art category (David Chipperfield) If you would like further information or wish to support our valued and essential work, please contact the Development team at support@hepworthwakefield.org 8 9

6 chairman s summary adding 10m to the district s economy HRH The Countess of Wessex meeting David Liddiment, Cllr Denise Jeffrey and Cllr Peter Box, Leader of Wakefield Council at the royal opening in March 2012.

7 chairman s summary The Hepworth Wakefield heralds a new dawn for the city, it is a significant addition to the UK s cultural offer and provides a worthy tribute to one of the twentieth century s most important artists. After many years of ambitious hard work, 2011 saw the public launch of The Hepworth Wakefield that attracted extensive positive national and regional publicity. The gallery delighted and inspired visitors from far and wide, and was acclaimed by major artists and key figures in the art, architecture and design world. It has since established Wakefield as a major visitor attraction and a must-see destination, greatly enhancing the rich cultural offer in Yorkshire. The Hepworth Wakefield recaptures the pioneering spirit of the former Wakefield Art Gallery s founders and celebrates the excellence of the area s unique artistic legacy. In celebrating the achievements of Barbara Hepworth and Henry Moore, the gallery is also helping build strong civic pride in the city and region of their birth. The Hepworth is increasing access to the visual arts by developing new audiences and inspiring the area s young people to achieve their potential, no matter what their background or interests. By working collaboratively with neighbouring arts organisations and tourism agencies the gallery is generating a very significant visitor economy for the region. The Hepworth was nationally benchmarked to attract 150,000 visitors during its first year and has more than trebled this expectation, adding an estimated 10 million to the District s economy. The first year has been an inspiring and energetic journey and the huge success is testament to the team s hard work and commitment, together with the on-going support and investment from many individuals, partners, supporters and funders. We look forward confidently to future years where The Hepworth will continue to be one of the very best public galleries in the UK contributing to positive and creative change in Wakefield. David Liddiment Chair, The Hepworth Wakefield 12 13

8 director s summary 15,000 visitors in the first weekend 14 15

9 director s summary the Hepworth Wakefield could be the smallest of museums and still count as one of Britain s greatest, for the simple reason that it is so well designed for the presentation of art. The Observer The Hepworth Wakefield s beautifully designed spaces are a superb showcase for a truly inspirational collection of works of art. We bring this nationally important collection together with an ambitious programme of temporary exhibitions that feature leading contemporary artists. The gallery displays the Hepworth Family Gift, a unique group of Hepworth s working models gifted to Wakefield by the Hepworth Family via the Art Fund. This combination creates an inspiring dialogue between the past, present and future so that tradition and modernity coexist creatively. To highlight the twentieth century content of the Wakefield collection, and to provide a context for the Hepworth Family Gift, the opening year s displays provided an engaging and thoughtful context for Hepworth s achievements. With the addition of key loans from the national collections held at Tate, the Arts Council and the British Council, as well as other organisations and private lenders, the displays presented cohesive and compelling narratives allowing visitors to experience the many facets of Hepworth s career in the context of her national and international contemporaries. Barbara Hepworth at work on the plaster for Oval Form (Trezion),

10 director s summary The displays change on a regular basis, providing our visitors with access to inspiring, world-class art on their doorstep and encouraging all-important repeat visits. The inspirational programme of contemporary exhibitions builds on themes running through the collection displays to create a dialogue between the historic and the contemporary that engages with wide audiences. Eva Rothschild s work developed the legacy of British Modernist sculpture in her playful and tactile sculptures; Clare Woods monumental paintings were a direct response to Yorkshire s breathtaking landscapes; and the spring exhibition of Heather and Ivan Morison, Ben Rivers and David Thorpe proposed intriguing alternative visions of utopian or post-apocalyptic societies. Audiences are central to our achievements at The Hepworth Wakefield: we play a vital role in addressing the social issues that exist within the district and we place art history, local history, contemporary art and education in dialogue. The outstanding learning programme offers opportunities that raise the aspirations of the city s young people and helps them to develop confidence and new skills. We are looking forward to our 2012/13 programme, which includes a touring exhibition of Hepworth s exquisite hospital drawings; contemporary works exploring radical aspects of portraiture and the figure drawn from the David Roberts Collection; new work by Alice Channer, Jessica Jackson Hutchins and Clare Woods with Tragic Head

11 director s summary the Hepworth Wakefield is the largest art gallery built in the UK since the Hayward in Andrew Graham Dixon, Culture Show, BBC 2 Linder, including a performance in collaboration with Tate St Ives, the Musée d Art Moderne in Paris and Northern Ballet; William Scott, a touring collaboration with Tate St Ives and Ulster Museum of Art and a new work by sound and installation artist Haroon Mirza. We ve ambitious exciting times ahead: we ve had a truly superb first year and the work has only just begun! Simon Wallis Director, the Hepworth Wakefield Cllr Peter Box CBE, Leader, Wakefield Council and Simon Wallis, Director, The Hepworth Wakefield celebrating the gallery s first birthday

12 exhibition programme 104,471 visitors saw The unquiet head exhibition Clare Woods The Unquiet Head exhibition preview, October 2011.

13 exhibition programme the Hepworth Wakefield sets up Yorkshire as a world centre for sculpture. The Guardian an inaugural tour de force. Art Review The regularly changing exhibitions programme brings together major British and international contemporary artists and art historical projects to create a rich dialogue between them. The inaugural exhibition by internationally acclaimed artist Eva Rothschild exploited the architecture of the galleries and resonated with Hepworth s sculptures and our collection displays. The exhibition included new works created specifically for The Hepworth s unique spaces and was supported by a catalogue and limited edition photographic print. The exhibition subsequently toured to Kunstverein Hannover and Kunsthaus Baselland helping develop an international profile for the gallery. Following this exhibition, The Hepworth announced its first contemporary art acquisition, purchased through the Contemporary Art Society s Acquisitions Scheme with the support of the Art Fund. Wandering Palm 2011 was one of a number of new works created for the inaugural exhibition, Hot Touch. The explicit use of casting processes behind Eva Rothschild s Wandering Palm, which assembles cast component parts of familiar everyday objects, resonates with the existing permanent collection and in particular Barbara Hepworth s hand-worked plasters from the Hepworth Family Gift. This was the first work to be acquired for the Wakefield Permanent Art Collection since the opening of the new gallery. Through these exhibitions, and with the support of funding bodies and individuals, the Wakefield Collection is beginning to grow once more. The exhibition was also supported by the Henry Moore Foundation and Culture Ireland. The temporary exhibition of works by Eva Rothschild, a highly architectural sculptor, works beautifully in the spaces. There is a dialogue between sculptors and artists of different generations that is actively encouraged by Chipperfield s design. Hugh Pearman, The Sunday Times Clare Woods, the second artist to exhibit in our programme, drew inspiration from the Yorkshire landscape with five monumental new paintings made for our galleries. This included a series of smaller works based on sculptural heads. She also curated a display of works from the British Council collection exploring connections between her work and 20th Century English landscape painting. Clare Woods is represented in major international collections and has recently completed a major commission for the Olympic Park in Stratford, East London. Her exhibition was accompanied by a catalogue and a limited edition lithograph, which was created with the support of the Sidney Nolan Trust. This was an extremely successful sell-out item for the shop

14 exhibition programme Following its success at Wakefield, the exhibition subsequently toured to Southampton Art Gallery. Woods paintings explore the liminal spaces between reality and imagination, rawness and subtlety, the physical and the ethereal, creating a visually stunning exhibition which is equally full of intellectual depth. AN Magazine In spring 2012, the gallery exhibited four leading contemporary artists: Heather and Ivan Morison, Ben Rivers and David Thorpe. A mix of new and existing work, examining the complexity of the natural world and also highlighting the disorientation that occurs when man-made and natural worlds collide. The Hepworth is proving its determination to be a contemporary venue rather than merely a museum with this inventive show of art that deals with 21st-century attitudes to the natural world. Heather & Ivan Morison work with soot and black bone pigment; David Thorpe with pre-industrial wood-turning and leather-cutting; while Ben Rivers films in Gunkanjima, an island off Nagasaki. This is work to make you think rather than swoon in wonder, though swooning is justified, too. Robert Clark, The Guardian Installation view of Gallery

15 exhibition programme The artist s mastery of her tools and technique make these paintings emotionally and aesthetically deeply satisfying. The work is also wonderfully sculptural. Clare Woods review in The Yorkshire Post The Hepworth Family Gift, a major collection of sculptures donated by the Hepworth Estate to Wakefield in recognition of its importance as the artist s birthplace, is a highlight of our displays. These works are of exceptional importance to the UK s cultural heritage and are exhibited for the first time in specially created gallery spaces that unlock their aesthetic, historic, educational and research value for a wider audience. Together with Hepworth at Work, an accompanying display that highlights the processes Hepworth used in her second studio in St Ives, these displays are at the heart of the gallery and provide a new way of engaging audiences with Hepworth s sculpture. Both displays are supported by a publication written by Dr. Sophie Bowness and published by Lund Humphries that is a best-seller in our shop. In Wakefield it is now possible to see Hepworth and her British peers in the context of European modernist sculpture as almost nowhere else outside Tate Modern and in better viewing conditions. Laura Cumming, The Observer Visitors admiring the collection displays

16 exhibition programme Images, clockwise: Visitors enjoying Eva Rothschild s Hot Touch exhibition. A still from the Ben Rivers an film, Slow Action. Jennifer Thomas, Visitor Services Assistant performing with a puppet as part of Anna, an exhibition by Heather and Ivan Morison

17 exhibition & DISPLAY programme Through the exhibitions, collection displays and wider public programme, the following artists have been represented at The Hepworth Wakefield in it s first year: Kenneth Armitage / john armstrong / Francis Bacon / Bernd Behr / Constantin Brancusi / Henri Gaudier- Brzeska / Francis Butterfield / Reg Butler / Mircea Cantor / hans coper / Hubert Dalwood / Jacob Epstein / Louisa Fennell / LuciAn FrEud / Terry Frost / Naum Gabo / Harold Gilman / Spencer Gore / Wilhelmina Barns-Graham / Barbara Hepworth / Patrick Heron / Roger Hilton / David Hockney / John Hoskin / Frederick Lawson / Peter Lanyon / Bernard Leach / Percy Wyndham-Lewis / Bernard Meadows / Piet Mondrian / Henry Moore / Heather & Ivan morison / Paul Nash / Ben Nicholson / Winifred Nicholson / Victor Pasmore / Eduardo Paolozzi / Pablo Picasso / John Piper / Philip Reinagle / Lucie Rie / Ben Rivers / William Roberts / Giulio Romano / Eva Rothschild / William Scott / Walter Sickert / john skeaping / Lucy Skaer / Adrian Stokes / Stephen Sutcliffe / Graham Sutherland / David Thorpe / J.M.W Turner / EUAn Uglow / Paule Vezelay /Alfred Wallis / john wells / Christopher Wood / Clare Woods / Austin Wright / Bryan Wynter / 32 33

18 exhibition & DISPLAY programme it is one of the most spectacular spaces for experiencing painting and sculpture in the world. The light source which is daylight makes it unique, modern and revelatory now that the stunning Hepworth Wakefield has joined the Yorkshire Sculpture Park,......Henry Moore Institute and Leeds Art Gallery, there is a wealth of pleasure and delight to be enjoyed by the local community as well as visitors from far and wide. With changing exhibitions there will always be something new to see. Mary Moore, Henry Moore s daughter The first year s displays placed Hepworth in a local, national and international context, using works of Modern British art from the Wakefield Permanent Art Collection supported by key loans from the collections at Tate, Arts Council, the British Council, the Hepworth Estate and private collections. The displays benefitted from long-term loans of works by Hepworth and Ben Nicholson from private collections. These year-long themed displays were supported by more regularly changing shows, highlighting the superb variety of Modern British works in the collection and the legacy of Wakefield Art Gallery. The Wakefield Permanent Art Collection, which transferred to The Hepworth from the former Wakefield Art Gallery, is particularly strong in Modern British works. In its heyday from the 1930s to the 1950s, the gallery was led by visionary directors and curators and enjoyed a national reputation for showing innovative and cutting-edge art. Furthermore, it actively acquired works by artists such as Hepworth, Moore and their contemporaries, laying the foundations for the collection on display in the gallery today. Highlights include works by Harold Gilman, Spencer Gore, Ivon Hitchens, Ben Nicholson, Victor Pasmore, John Piper, Walter Sickert and Graham Sutherland, as well as later twentieth century artists such as David Hockney and Bridget Riley. The collection also includes Studio Ceramics by Hans Coper, Bernard, Janet and David Leach, and Lucie Rie. Other displays explored the historical content of the collection, in particular the topographical works and Gott Collection that contains 1,000 drawings, prints, watercolours and maps of Wakefield and the region. These are exhibited in the Yorkshire in Pictures gallery, where visitors can learn more about the history of the local area. As part of an on-going phased project funded by the Esmée Fairbairn Foundation, visitors will be able to access a website of the works and search by subject or postcode. The first display comprised works depicting the Chantry Chapel, including J.M.W. Turner s watercolour that was loaned by the British Museum

19 collection over 250 works have been conserved as part of our on-going conservation programme Matt Jamieson, Gallery Technician, preparing works for display.

20 collection We re creating a unique resource and valuable archive for future generations. Over 60% of works in our opening collection displays were from the Wakefield Collection. The archive of the Wakefield Art Gallery also transferred to The Hepworth along with the collection. This valuable archive resource documents the history of the gallery since 1934 and includes a wealth of fascinating material, with correspondence between artists and directors concerning exhibitions and acquisitions for the collection. At present, this material is stored in archive boxes. In future, the archive will be transferred to conservation-grade storage as part of a cataloguing project that will make it more accessible to the public, curators and academic researchers. The real angel of the North. Hepworth has been unjustly neglected in the 25 years since her death....ten interlinked galleries, which are flooded with top lighting and boast spectacular views over the city and the surrounding landscape that so influenced Moore and Hepworth. The Times The Heritage Lottery Funded project to conserve works in the collection, including the Hepworth Family Gift, came to an end prior to the transfer of the collection to the new gallery. A parallel project to restore the works in the Gott Collection, funded by the Esmée Fairbairn Foundation, as part of the digitisation project is on-going. The software supporting the collections database has been upgraded and work will now commence on auditing and accessioning the works that have entered the collection since the closure of Wakefield Art Gallery in 2009, including the Hepworth Family Gift. The Hepworth is an uplifting experience, with striking modern art in a dramatic setting by a river weir. The Daily Mirror 38 39

21 commissions It consolidates Yorkshire s position as one of Europe s prime sculpture showcases Jackie Wullschlager, Financial Times Bernd Behr, Contact and Concretion, projection on the gallery as part of an Artwalk evening event.

22 commissions...it s a wrap-sody in grey, startlingly turning a weathered brick mill into a spectral riverside presence......walking round the outside of the mill is like stepping into an illustration. The texture and accuracy of the drawing is amazing... Yorkshire Post Magazine, Review of Upper Mill The Gallery Garden displays works by Barbara Hepworth and Hubert Dalwood donated to the Wakefield Collection from Eric and Jean Cass via the Contemporary Art Society, as well as other outdoor sculptures by Hepworth in the collection. The gallery and its site have also provided a natural and unique setting for artists to create major commissions in response to the landscape and historical setting. BERND BEHR: Contact and Concretion Commissioned as part of the Lumen/imove project The Moving Body in the City, Bernd Behr connected audiences with the striking design of The Hepworth Wakefield. The installation explored an archaeological approach to the building, linking it to Hepworth s sculptures and literally tracing it back to its source in the ground at a limestone quarry in the Peak District that supplied the cement for the building. The exterior of the gallery was transformed, illuminated against the evening sky by multiple films projected directly onto the gallery exterior, to encourage audiences to explore the angular façades. JAMES PYMAN: Upper Mill This site-specific work takes the form of a wrap covering the early 19th century Grade II-listed watermill situated opposite to The Hepworth Wakefield in the gallery garden. Pyman has made a series of meticulously handdrawn illustrations which capture and record the walls and features of the watermill. These drawings have now been reproduced to life-size scale and printed onto a building wrap. This process enlarges the pencil marks, tones, dots and scratches of the original drawings and converts them to the marks, blemishes and textures of the bricks and plaster, creating a three-dimensional drawing set within the riverside landscape. HEATHER AND IVAN MORISON: The Black Cloud Heather and Ivan Morison recreated their site-specific work titled The Black Cloud in the grounds of the gallery to mark the opening of The Hepworth Wakefield. Taking the form of an outdoor shelter, the work provides a multi-purpose space where visitors are encouraged to gather, relax, entertain and enjoy the waterfront location. It was a focal point for performances during the launch weekend and has been a valuable outside resource for events throughout the year. The Black Cloud was originally commissioned by Situations at the University of the West of England for Victoria Park, Bristol in

23 commissions growing the collection with new contemporary acquisitions Eva Rothschild, Hot Touch exhibition

24 learning programme 16,896 local SCHOOL CHILDREN INSPIRED 46 47

25 schools & formal learning 16,896 school children and teachers participated in our activities and workshops from across Yorkshire, the Midlands, the North East and North West. the Hepworth provides a stimulating learning environment which when partnered with a can do mentality inspires creativity and challenges users to go on and develop their skills and interests further. Why work with The Hepworth? Openness to embrace ideas and work positively in the community without compromising quality. Stephen Foster, Assistant Principal, Hemsworth Arts & Community College In our first year The Hepworth Wakefield Learning Team established a core programme of artist-led workshops and a suite of resources that are available for self-directed visits. Our programme has been devised to cover Early Years, Primary, Secondary, Post 16 and Higher Education with tailored workshops and resources for each stage. We have developed a unique resource for the post-16 age group that looks at the artistic process from inception to completion. This will be rolled out to colleges in September We have inspired a remarkable 16,896 school children and their teachers in the first year of operation and offered 25 CPD opportunities for teachers to support skills development. Redefining the way art is approached In partnership with The Burberry Foundation the Learning Team are developing an innovative programme aimed at secondary school students who can be a hard-to-reach audience for galleries. In conjunction with Castleford Academy and Airedale Academy we are exploring and defining a creative approach to the curriculum that will allow students to experience art, design, textiles, science, maths and other agreed subjects. By promoting this all-inclusive approach, we spark young people s desire to learn and ability to make imaginative connections. Pupils working in an artist-led session

26 school & family outreach Through the Out and About programme we engaged with 1,000 children, parents and teachers. Reaching out to schools and families In the first year we worked with a range of disadvantaged families and pupils from three schools to draw inspiration from the natural landscape and express ideas through visual arts. The programme of activity targeted Greenhill Primary School and Common Road Infant School in Neighbourhood Priority Areas, as they are less likely to visit the gallery, and encouraged parents from these areas to come to the gallery as a family on weekends and holidays. From October 2011 The Hepworth Wakefield began organising group visits to the gallery for parents, children and teachers. The aim of these visits was to allow participants to follow in the footsteps of the artists on display and encourage people to be inspired by the landscape around them, as these artists had been. The groups visited inspiring locations including Brimham Rocks in North Yorkshire, our local National Trust property, Nostell Priory, Yorkshire Sculpture Park and The Hepworth Wakefield. Funded by Ernest Cook Trust, travel supported by Arriva. Families on an Out and About trip at Brimham Rocks

27 non-formal learning: families We ve attracted 40,000 parents, children and young people to weekend and family activities. Our youth work targets partner organisations who work with vulnerable young people. We make provision for this audience in our core programme. Families Each weekend families are encouraged to join a free drop-in activity led by an artist, which responds to the temporary exhibitions. We also offer bookable workshops in which families are invited to work with an artist for a creative session. In the gallery spaces, Art Pods are filled with free inspiring activities that take place in the exhibition spaces. Explorer backpacks transform families into spies for the day, as they use the trail kits to explore the works on display. We have additionally developed a paper trail for the collections displays, to keep drop in family visitors actively engaged. 88% of our visitors surveyed with children under 15 thought The Hepworth Wakefield is a good place to visit with children.* Young People The gallery s youth programme supports a regular panel who meet twice monthly to plan, deliver and promote events designed by young people for young people. As the panel progresses they will occupy a studio space in the Learning Studios and will host their own gatherings and organise programmes and marketing to peers. This year they held their first event, a silent disco that attracted over 750 participants. Our integrated approach encourages partnership work with key youth work providers and creates signposting and opportunities for young people in training and education. We began our work before the gallery opened with a group of vulnerable young people Not in Education, Employment or Training (NEETs). For 6 months they worked on a regular basis with artists and the Learning Team to explore what The Hepworth meant to young people in Wakefield. The artistic outcome was a multi-screen installation presented during the launch weekend and a celebration event organised by the young people. Members of this group are now gallery volunteers, attend youth panel events and have become regular visitors to the gallery. *&Co Visitor Survey, 2011/12 The Art Pod in action

28 LIFE LONG LEARNING & ACCESS T HE HEP WORTH WAKEFIELD PRESENTS 500 adults have taken advantage of, and benefitted from, our adult learning activities in the last 12 months. FREE G rab a headset, select your tunes, dance and draw on the walls of The Hepworth Wakefield. ALSO HAPPENING WHEN WEDNESDAY 28 MARCH, 7-9PM The Hepworth Wa kefield Gallery Walk, WF1 5AW. 15mins walk from Wakefield We s tgate Station and Wa k efield Bus Station Life Long Learning We have a strong Life Long Learning programme of workshops for adults that explore painting, sculpture, photography, printmaking and drawing. These activities are always oversubscribed and we are now looking into longer courses and partnerships with other organisations. We have developed an access programme to improve our offer for visitors with additional needs. In 2012 we are offering verbal description tours led by staff and artists, workshops developed for adults with additional needs, as well as a handling collection developed by our artists. This gives an artistic response to works from the collection, rather than simple replicas. All of our programmes are developed and delivered by our team of 15 Creative Practitioners. These artists provide a diverse range of artistic practices including sculpture, drama, print, photography, creative writing and dance. Working as one of the artists at The Hepworth I have enjoyed working in the gallery making and exploring. It has been an engaging journey working with so many different audiences and I have loved inspiring others to make, think and question. Emma Spencer, Creative Practitioner at The Hepworth Wakefield The Silent Disco attracted over 750 participants

29 CASE STUDY: the BURBERRY foundation CURRICULUM CONNECTIONS This year we will be working with the two schools and artists to develop their ideas into an online resource to share with other schools. i really do think that this programme with The Hepworth, and being able to work with people from The Hepworth, has instilled a sense of pride in the local area and it has really enriched the pupils, their knowledge of the area, their knowledge of art, and also their opportunity to work with people from outside. Tim Tim Chambers, Assistant Principal, Airedale Academy Throughout 2010/11 the Learning Team set up consultation groups with teachers across Wakefield and West Yorkshire. Through this consultation it was clear that although art teachers realised the benefit of the gallery as a learning resource for the wider teaching of general skills. Schools did not recognise that the gallery could be a stimulus for learning about areas of the curriculum other than art. With support from The Burberry Foundation, The Hepworth Wakefield set out to research and develop ways of working across several curricular subjects to develop this way of working into a resource that could be used by schools visiting The Hepworth as well as a distance learning tool. We identified two secondary schools, Castleford Academy and Airedale Academy as partner schools, teachers and artists developed a programme of activities that took place in the gallery and in the classroom which explored different approaches to learning. Through this process teachers and students gained an understanding of the possibilities in terms of cross curricular activities by relating art to its environment. Over 370 students visited the gallery over the course of three days working with teachers and artists. The teachers were surprised at the high level of engagement the students showed in the gallery spaces. Activities included large sale sculpture making, drawing in the gallery with wire, collage, creative writing and movement, journalism and body sculpture. This year we will be working with both schools and artists to develop their ideas into an online resource to share with other schools. Pupils creating 3D forms

30 learning All: Free weekend and holiday family workshops. Top: Creative Practitioner, Briony Pritchard with a young visitor looking at Cold Corners by Eva Rothschild. Bottom: Silent Disco event organised by The Hepworth Youth Panel

31 Public Programme 51 talks & events organised Clare Woods in conversation with Chris Stevens, Curator of Modern British Art at Tate Britain.

32 Public Programme We ve organised 51 talks and events, ranging from lectures on British Modernism, to Zombie take-over days. the Hepworth Wakefield has undoubtedly enhanced and enriched the work of Yew Tree Youth Theatre and the young people who attend. Taking part in the first year celebration was a privilege made particularly fulfilling as we were performing Spirits of the Landscape, a story inspired by the Clare Woods exhibition. Sarah Osborne, Artistic Director, Yew Tree Youth Theatre The opening weekend launch included a series of engaging public events for adults, families and young people. These celebratory events ran over the course of the opening weekend and into the following week. They have since formed part of our on-going public programme. The opening programme gave inquisitive visitors a preview of the events and activities they could expect at the gallery over the coming month and years. Projects included performances with regional brass bands, Opera North, Handmade Parade, performance artists and local group Yew Tree Youth Theatre, along with creative activities for families in our gallery garden. The gallery devised a public programme to engage and inspire new audiences, especially those who may not have any experience of contemporary or historic art. This programme supports the use of the gallery as a welcoming social space through stimulating, relevant and accessible events. These comprise family-friendly workshops, thematic tours and performances of other artforms such as poetry, music and drama. The Hepworth Wakefield provides a year-round programme of free events. These include monthly late-night events and the bi-monthly Wakefield Artwalks: a city-wide event involving local arts organisations that enables a more experimental approach to programming. In the first year the team has hosted an imaginative and varied programme of 51 talks and events comprising academic lectures on British Modernism, British architecture, Hepworth and Moore, literature and poetry readings, music events and even a Zombie take-over day! To celebrate the gallery s first birthday, we devised new family friendly events, marked national initiatives including the Big Draw and heritage weekends and extended The Hepworth offer to local festivals. These include Long Division, Food, Drink and Rhubarb and the Liquorice Festival. Many of these events have involved working with partners in Wakefield and the region including Yorkshire Live Music Project and Wakefield Music Collective

33 DEVELOPING AUDIENCES FOR THE FUTURE We are identifying and engaging with many hard-to-reach audiences in the area, including at-risk and unemployed youth, migrant communities, and those with learning disabilities. The Hepworth Wakefield encourages crossover of audience groups through engagement with audience development events. We increase visitor engagement for the artistic programme and increase first time attendance from key market segments. Through our artistic programmes we embed audience development throughout the organisation and demonstrate the value and impact of working with new audiences. We instil an appetite for the visual arts and develop new ways of experiencing the contemporary, modern and historic that will help us to grow, widen and sustain audiences for the future. We promote equality, understanding and diversity with a broad range of audiences by being an open and accessible organisation. Through our work, we advocate and disseminate good practice in audience development and learning in the arts sector through partnerships, professional development, our programme and being part of national initiatives for sharing learning and good practice. In addition, we are identifying and engaging with many hard-toreach audiences in the area, including at-risk and unemployed youth, migrant communities, and those with learning disabilities. Key targets: To continue to build a loyal local audience To grow our core audience and encourage repeat visits locally and nationally To develop our interpretation strategy to meet the needs of our visitors To increase cultural tourism by working with our partners the Henry Moore Institute, Leeds Art Gallery and Yorkshire Sculpture Park by developing the sculpture triangle as a destination

34 Public Programme Young visitors with their winning entries for the Design a Balloon competition at the opening, performers during the opening programme, visitors enjoying the inaugural displays. Visitors get involved at the Zombie Walk 66 67

35 marketing & public relations 5.5m of positive PR generated Filming takes place in the galleries.

36 marketing & public relations Over 18 million people saw our print and outdoor advertising campaign.* Getting the Message To achieve our vision of being Britain s most inspiring art experience, we focussed on engaging our audiences through our closely combined learning and exhibition programmes. In conjunction with our primary stakeholders and partners, we have created a strong new brand identity, vision and market position, and defined the values and personality that are at the heart of everything we do. Establishing a strong brand was key to making the opening year a success and creating a foundation on which we can now build. * Based on statistics provided by creative marketing agency Sumo. Building the Brand From the outset, The Hepworth Wakefield wanted to create a dialogue, spark debate and stimulate conversations. Through a programme of high profile advocacy events and tasters talks we encouraged our audience to be curious and underlined our position as the new cultural attraction for Yorkshire and the UK. We then asked our followers to tell us what they thought about the new gallery and have a say on a dedicated microsite. Online campaigns also created additional user-generated content. This activity seized the imagination of the local community, and encouraged a staggering 14,000 local people to attend the opening weekend. 5,500 likes on Facebook More than 7,000 subscribers to our e-news bulletins More than 13,000 followers on Twitter 3 million Facebook impressions for the Zombie Walk online campaign Launch campaign marketing materials developed by Sumo

37 marketing & public relations More than 100 pupils and their families attended the opening ceremony on 21 May and were amongst the first to go inside the gallery after winning a design competition. We invited guests from the art world, national and regional businesses, national and local government, the museums and galleries sector, and the entertainment industry to our private opening events. Launching the Campaign The Hepworth Wakefield worked with cultural design agency, Sumo to create its launch campaign. Public opening invitations were sent to 8,000 households in the local WF1 postcode area and other targeted areas in the district. We also created a commemorative supplement, which promoted the gallery alongside free listings for other local venues. This was distributed in partnership with local newspaper the Wakefield Express. We developed a press campaign, which ran in a wide range of national and local publications. This was supported by outdoor advertising in Wakefield, across Yorkshire and in key London Underground routes. The Marketing Team also had a strong presence at national and local outdoor events and festivals. In each instance, we encouraged customers to visit our website and within the first month of opening visits to the website averaged 1,500 per day with more than 23,000 unique visitors. To sustain this interest throughout the first year, we created and shared nine short films for the gallery s YouTube channel. Cllr Peter Box CBE, Leader of Wakefield Council with Joanne Roney OBE, Chief Executive of Wakefield Council cut the ribbon with pupils from Sharlston Community School at the opening ceremony

38 marketing & public relations The Zombie walk engaged more than 100,000 social media users. Creating a Media Universe Working with leading cultural PR specialists Bolton and Quinn, we highlighted the gallery s quality offer, the inspirational location and the importance of public support in West Yorkshire. A high profile media campaign incorporating print, broadcast and digital media was launched with a press briefing in London with over 60 journalists. This was closely followed by two press trips to the gallery, which generated positive articles in 12 national broadsheet titles and international magazines, and over 100 minutes of national broadcast and video coverage. BBC s Look North and ITV s Calendar dedicated their evening news coverage the gallery and broadcast their entire programmes live from the gallery. The Hepworth Wakefield appeared in more than 350 publications and media outlets right across the globe including: Architects Journal, the Art Newspaper, World of Interiors, Wallpaper* Magazine, Vogue, The Wall Street Journal, The Spectator, The Sunday Times as well as featuring in newspapers all around the UK, putting Wakefield firmly on the map. The Hepworth Wakefield has since grown to become a beacon of art and architecture and established strong working relationships with its funding partners and partner organisations. Zombie Walk poster designed by Manchester based illustrator, Hammo

39 local economy 79.2% of the gallery employees and volunteers are from West Yorkshire Visitors cueing to get into the gallery on the opening weekend.

40 local economy Wakefield Council has secured 500 million of investment to the local area over the last 5 years. The Hepworth Wakefield is at the heart of Wakefield s regeneration and has been a catalyst for regeneration, helping to secure significant private sector investment to restore the listed mills and warehouses in this important conservation area. The positive ripple effect of this is already being felt in the communities surrounding the gallery, with public and private sector investment in the district totalling up to 500 million in the last five years. The national profile of the gallery serves to enhance the perception, attraction and desirability of Wakefield as a place to live, work and visit. the opening of The Hepworth Wakefield in 2011 has had a significant impact of Wakefield Tourist Information Centre we saw an 11% increase in footfall in April 2011 to March We have seen a huge uplift in requests for the Wakefield District Visitor Guide through England s tourist Information Centres in the first quarter of 2012 and demand for arts related retail products has increased resulting in the development of new sculpture themed items. melanie Armitage, Wakefield TIC Visitor Services Officer nostell is pleased to see that many visitors from further afield are coming to visit The Hepworth and Nostell as a combined day out. The Hepworth s exciting contemporary programme nicely complements Nostell s timeless building and collections. It is clear that Wakefield is becoming more of a destination, with something to offer everyone. Chris Blackburn, House and Collections Manager, National Trust Nostell Priory & Parkland 78 79

41 PUTTING CULTURE ON THE MAP The gallery has already provided a huge boost for the local economy - our visitors have generated an estimated 10m of income for the local economy* Cultural attractions are key to West Yorkshire s visitor appeal and The Hepworth Wakefield plays a vital role in increasing not only regional tourism, but also attracting visitors from across the UK and internationally to Yorkshire. In the Wakefield District tourism contributes 323 million to the local economy and generates 9,000 jobs. Across the Yorkshire and Humber region heritage tourism generates almost 2.1 billion visitor expenditure a year with over 43m visitors coming to Yorkshire 4 times the number of visitors to the Great Wall of China (9m). * Figures are based on average of 21 spend per visitor in the Wakefield area for each visitor. The gallery has already provided a huge boost for the local economy and our 511,781 visitors have generated an estimated 10 million of income for the local economy, with money being spent in local shops, restaurants, cafés, pubs, other attractions and hotels. Working together with neighbouring arts organisations and Welcome to Yorkshire, The Hepworth Wakefield aims to raise the cultural profile of Yorkshire as a whole, encourage inward investment to the city and spearhead an ambitious programme of urban regeneration in Wakefield. the Hepworth Wakefield has been a huge hit since it opened. It s wonderful to see visitors coming for a day out or cultural weekend in Wakefield. We ve had visitors from as far away as Canada, Japan and Australia. It s great to see the gallery become such a success and along with Yorkshire Sculpture Park, Henry Moore Institute and Leeds Art Gallery put Yorkshire on the map as a new world centre for sculpture. Cllr Peter Box, Leader of Wakefield Council it has been an absolutely fantastic year since we opened for Trinity Walk, for The Hepworth and for Wakefield as a whole. Trinity Walk and The Hepworth are both central to the regeneration of the city centre, and have played crucial roles in putting Wakefield firmly on the map as a must-visit Yorkshire destination. As one of our key city partners, it has been great to work alongside The Hepworth during our first year, enjoying a hugely fruitful and mutually beneficial relationship which we hope will continue throughout this coming year and many more to come. susan Mendoza, Centre Manager, Trinity Walk Shopping Centre 80 81

42 local economy Opening weekend activities at the gallery and in the city centre

43 FOUNDING PATRONS, Supporters & MEMBERSHIP New members and patron scheme successfully launched 84 85

44 FOUNDING PATRONS, Supporters & MEMBERSHIP We ve recruited over 300 members to our cause since The new Hepworth Wakefield membership scheme launched in May 2011 and attracted a large number of people during the opening months. A special membership programme was developed and included insight tours of the new collection displays and temporary exhibitions with the curatorial team. Member numbers have grown to over 300 from our initial launch and plans are now being laid to support and develop continued growth in membership. A Founding Patrons scheme was also established in 2011 and was launched by the Chair of the Board, David Liddiment. The Founding Patrons have contributed significantly to the success of the gallery in its first year and have enabled us to plan an exciting and ongoing programme of activities. Over the next year we plan to grow our corporate support and will develop opportunities with local and national organisations including the introduction of a Corporate Membership scheme. Visitor Donations Visitors to The Hepworth Wakefield generously donated more than 50,000 through the David Chipperfield designed donation boxes. it is a pleasure to have developed a close relationship with The Hepworth Wakefield and to have contributed to the long term future success of the gallery s work by becoming a Founding Patron. The insight into the exhibitions and the collection through private tours and events has been inspirational. Lord St Oswald, long term supporter and founding patron we knew that The Hepworth would have a significant impact on Wakefield but could never have imagined how powerfully it would change people s perception of the city it has put us on the map not simply regionally but nationally. Wakefield is now an international art venue and location. rt Reverand Stephen Platten, Bishop of Wakefield 86 87

45 visitors, volunteers & staff we re in the top 10 most visited galleries in the UK 88 89

46 visitors, volunteers & staff The Hepworth Wakefield is in the UK s top 50 most visited attractions and is one of the UK s top 10 most visited art galleries.* Our visitors are voting with their feet through repeat visits and recommendations to friends. We pride ourselves on providing a great space to enjoy art and a warm welcome from a team of friendly staff who are knowledgeable, helpful and informative. Our visitor surveys reveal 65% of our visitors would recommend the gallery to friends and family (this compares favourably with leading international brand Apple with a score of 67%). The Hepworth s Front of House team comprises Visitor Services Assistants, volunteers and the shop and café staff. Together they provide a friendly, informed welcome to visitors. As well as being trained to respond to visitors enquiries the team also deliver tours of the collection displays and drop-in events as part of the offer for group visits and commercial activities. Whether in the reception area, the gallery, the shop or café, nothing is more important to us than high quality customer service and a warm welcome. Our team of Creative Practitioners, who are local artists, develop and deliver a range of activities for families to enjoy together as part of our year round programme at weekends and holidays. The friendly team engage and inspire young visitors through a range of artistic workshops. This commitment to excellence has already earned us an outstanding reputation and allowed us to create a unique atmosphere that greatly encourages repeat visits. Prior to the opening, we undertook an intensive induction programme for the new Front of House team, which encouraged them to set their own standards by benchmarking other visitor attractions. This inspired customer service of the highest standard and led to the creation of our Visitor Charter. We have also listened to feedback to continually improve our services, such as developing an architecture tour in response to visitor demand. * Source Association of Leading Visitor Attractions (ALVA)

47 visitors, volunteers & staff it has been an absolute privilege, since joining THW in April 2011, to work alongside an incredible, enthusiastic and professional front of house team in a truly world class building......communicating our team s passion for art and offering a first rate experience to every visitor is great and something that I have enjoyed immensely over the past 18 months. Robert King, Senior Visitor Services Assistant Our training looked at national and regional examples of good practice and we attended seminars provided by Welcome to Yorkshire, including Yorkshire Pride and The Turner Trail. As a result the Front of House team tailor their approach to different groups to ensure visitor satisfaction and encourage repeat visits by being open, approachable and friendly at all times. We also offer our team opportunities to share information with professionals and peers: for example we have worked with Sheffield University School of Architecture tutors and PhD students to develop workshops and gallery tours. Visitor Survices Assistant completing a Visitor Exit Survey

48 visitors, volunteers & staff Being a volunteer at the Hepworth has changed my life. After retirement, and approaching old age, I find myself working with a young, enthusiastic and friendly team in stunning surroundings. Every shift is different, and I enjoy the challenge of dealing with the many and varied questions from our visitors. Alex Hume, The Hepworth Wakefield volunteer Visitor Figures Volunteer programme Over 100 enthusiastic potential volunteers attended a recruitment evening in May 2011 and more than 70 people were invited to take part in the opening of the gallery in a variety of roles. This encompassed monitoring the galleries; providing a meet and greet function in the foyer; assisting with queue management; supporting the drop in and free family activities; and helping to organise the performance programme in The Black Cloud. Currently, we have over 100 volunteers now working closely with our dedicated Volunteer Co-ordinator on a regular basis and providing learning, front of house and event support. Our volunteers contribute to the daily life and success of the gallery whilst getting something valuable back in terms of skills, experience, connections and a rewarding opportunity. 25,000 20,000 15,000 10,000 5, ,000 Weekly from 21 May May ,000 40,000 30,000 20,000 10,000 10,000 Monthly from 21 May May

49 visitors, volunteers & staff Activities during the opening weekend

50 governance We re working with the best minds from the public and private sector to guide our strategic vision. The Hepworth Wakefield transferred to trust status on 21 May 2011 and is now a Registered Charity. Strategic vision and governance comes from the Board of Trustees who bring valuable experience and expertise from a range of backgrounds, including internationally successful commercial practices, the most senior levels of our local authority, corporate finance, academia, and the art world. Simon Wallis, Director, The Hepworth Wakefield, recruited his highly experienced Senior Management Team in 2009/10. This team develop and take forward the business plan for the gallery and ensure that The Hepworth Wakefield is meeting its goals and aspirations and successfully delivering day-to-day operations across the range of gallery activities. Board of Trustees David Liddiment, Chair Cllr Peter Box CBE Dr Sophie Bowness Linda Harley John Holden Joanne Lake David Roberts Andrew Wallhead Tom Wilcox Senior Management Team Simon Wallis, Director Frances Guy, Head of Collection & Exhibitions Hollie Latham, Head of Communications & Marketing Rod Taylor, Deputy Director Natalie Walton, Head of Learning Cllr Peter Box CBE, Leader of Wakefield Council with Joanne Roney OBE, Chief Executive of Wakefield Council with BBC presenter Tanya Arnold at the opening ceremony

51 commercial services We have achieved self-generated income of more than 20%, double the initial target. A wholly owned trading subsidiary, Hepworth Wakefield Enterprises has been set up to generate revenue on the gallery s behalf. It has a small Board of Directors, led by David Liddiment, the Chair of the Trust. Commercial activity in the café, venue hire, retail and events ticketing during the year were highly successful and substantially exceeded revenue generation targets. This in turn was driven by the large visitor numbers we worked to attract. Work was done throughout the year to develop product lines for sale in the shop, that are specific and unique to the gallery and its collection displays. This work will drive the profitability of the shop during the subsequent trading year. Car parking proved an important source of income and efforts continue to identify additional peak time capacity to improve standards of customer service and income generation. A range of bespoke products have been developed by People will Always Need Plates and are now best sellers

52 the building We take the environment seriously, we have an intensive waste management system ensuring that approximately 98% of waste generated is sorted for recycling. The Hepworth Wakefield building is designed to be highly energy efficient and has a high thermal mass thanks to the unique concrete construction and the incorporation of river water heat exchange technology for heating and cooling. The Estates team have taken steps over the year to introduce the following sustainability measures to ensure the best possible results: A chemical-free cleaning strategy, using hand-held ionator systems as opposed to detergent based materials. Installation of additional PIR sensor technology in the lower use areas of the building to minimise energy for lighting. Introduction of Dyson hand dryers to washrooms to reduce paper towel costs and consumption. Equipment in the basement keeps the gallery running efficiently. Curator, Gemma Yates makes a few finishing touches to the Clare Woods exhibition

53 the building

54 taste for success GOING LOCAL The Hepworth Wakefield s modern Café Bar provides a focal point for visitors to relax and enjoy a delicious range of seasonal, locally-sourced food and drink. Using hand-picked local suppliers where possible, we create a range of quality dishes for all tastes. The Café Bar has hosted a variety of events during the first year, from poetry readings and a Burns Night event to gourmet evenings and seasonal celebrations. lindley Heritage s relationship with The Hepworth Wakefield has been a successful partnership and the gallery is one of our flagship catering operations. We have worked closely with The Hepworth team to refine the Café Bar offer to include local, bespoke suppliers & producers and also to ensure that our menus are reflective of the needs of the visitor demographic. We are delighted that both the gallery and Café Bar has been such a success and we look forward to many more fruitful years ahead. Jon Davies, Head of Sales and Marketing, The Lindley Group

55 taste for success

56 partners We re making a drama out of our approach to art and sculpture. In 2011, The Hepworth Wakefield partnered with The Theatre Royal Wakefield and commissioned a new play written by Jane Thornton and directed by John Godber to illustrate the themes of Barbara Hepworth s life and work. Written for 7 11 year olds, The Sculptor s Surprise introduces KS2 students to Barbara Hepworth: her love of sculpture and her dedication to it, as well as asking them to think about their own skills and talents and how they can pursue them. The performance encourages students to think about how art, particularly sculpture, makes them think and feel and develops their understanding of the creative curriculum in Art and Drama. The play was performed at the gallery over the first birthday family weekend. theatre Royal Wakefield has worked in partnership with the gallery on a number of projects over the last twelve months mainly through the Theatre s Learning and Participation programme. This has included the co-ordinating and running of our Creative Learning Network which provides excellent CPD for teachers and practitioners in the district and also on The Sculptor s Surprise, a theatre piece inspired by Barbara Hepworth that toured to primary schools. We have enjoyed working with The Hepworth as we believe there to be a huge benefit in a multi-art form approach to learning and to sharing expertise and best practice. Rhiannon Ellis, Learning and Participation Manager, Theatre Royal Wakefield Amy Thompson stars as Barbara Hepworth in The Sculptor s Surprise

57 accounts This set of financial data is a summary of information extracted from our statutory Annual Report and Accounts. It may not contain sufficient information to allow for a full understanding of the financial affairs of the charity. For further information, the full accounts, the auditors report on those accounts and the Trustees Annual Report should be consulted. Copies can be obtained from the Company Secretary. The Annual Report and Accounts were approved by the board on 4 September 2012 and have been delivered to the Charity Commission and the Registrar of Companies. They were audited by a qualified auditor, Deloitte LLP, who gave an audit opinion that was unqualified and that did not require a statement required under section 498 of the Companies Act Installation view of Gallery

58 accounts Income Expenditure Other Earned Income 1% Trading Income 13% Investment Income 0% Premises 19% Collections & Exhibitions 18% Grants & Donations 12% Arts Council 20% Wakefield Council 54% Governance 4% Management & Administration 6% Trading Costs 14% Learning 10% Visitor Services 7% Development 6% Communications 16% Wakefield Council 1,961,000 Arts Council England 744,474 Grants & Donations 437,641 Trading Income 477,626 Other Earned Income 38,363 Investment Income 5,419 3,664,523 Collections & Exhibitions 446,916 Learning 234,334 Visitor Services 178,210 Communications 393,706 Development 151,375 Trading Costs 351,090 Management & Administration 138,517 Governance 100,232 Premises 450,769 2,445,

59 creating the hepworth wakefield The 35 million cost of The Hepworth Wakefield is part of the city-wide regeneration strategy set out by Wakefield Council in The Hepworth Wakefield has been made possible through an innovative investment partnership bringing together regional, national and international partners led by Wakefield Council, underwriters of the project who have contributed funds totalling 18 million. The Hepworth Wakefield is grateful for the generous investment and support of Wakefield Council and the many public sector bodies, charitable trusts and foundations, businesses and individuals who have contributed toward creating the gallery. The Hepworth Wakefield is funded by Wakefield Council and Arts Council England as a National Portfolio Organisation (NPO), as well as through fundraising and trading activities. It enjoys partnerships with both Tate, as a founder member of Plus Tate, and the Art Fund. Henry Moore, Open Work Head No.2, Image reproduced by permission of The Henry Moore Foundation