[ HI~ARTS – Craft Development Scoping Study 2007 ]
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Acknowledgement and many thanks to craft makers and retailers and the wide range of stakeholders who work with those in the craft sector who have given considerable time to contribute openly and honestly to this study. Front cover images are taken from work by Allison Weightman (main image) and, from left to right, Eileen Gatt, Lucy Woodley and Caroline Dear (inset images).
Prepared by:
Amanda Bryan Aigas Associates North View, Crask of Aigas, Beauly, IV4 7AD Tel: 01463 782597 Email: aigasassociates@aol.com
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Contents Acronyms ......... .............................................................................................................................................................................................. 4 1 Executive Summary....................................................................................................................................................................... 5 2 Introduction....................................................................................................................................................................................... 8 2.1 2.2
Background.............................................................................................................................................................................. 8 Context ..................................................................................................................................................................................... 9
2.3
Methodology........................................................................................................................................................................... 9 2.3.1 Desk Research .......................................................................................................................................................... 10 2.3.2 Stakeholder Interviews ......................................................................................................................................... 10 2.3.3 Craft Makers and Retailers Survey.................................................................................................................. 10 2.3.4
Telephone Interviews with Craft Association Representatives....................................................... 10
2.3.5
Focus Group Discussions .................................................................................................................................... 10
3 Report Format..................................................................................................................................................................................... 11 4 Issues Arising from Research and Consultation................................................................................................................. 12 4.1 Lack of Understanding of the Craft Sector.......................................................................................................... 12 4.2 4.3 4.4
Diversity of the Sector.................................................................................................................................................... 12 Lack of Audience Awareness...................................................................................................................................... 13 Variable Development Support for the Sector ................................................................................................. 13
4.5 4.6
What is Quality?................................................................................................................................................................. 13 Lack of Cohesion in the Sector.................................................................................................................................. 14
4.7 The Needs of Makers ..................................................................................................................................................... 14 4.8 The Challenge of Information Dissemination & Communications.......................................................... 14 4.9 Support for a Craft Development Initiative......................................................................................................... 15 5 Key Messages from Makers and Retailers Survey ............................................................................................................. 16 5.1
Description of Respondents........................................................................................................................................ 16
5.2 5.3 5.4
Experience to date of Current Support Organisations................................................................................. 17 Experience of Existing Websites ............................................................................................................................... 18 The Need For and Role of a Craft Development Officer........................................................................... 18
5.5 Makers Issues ....................................................................................................................................................................... 19 5.6 Retailers Feedback ............................................................................................................................................................ 21 6 Summary of Actions......................................................................................................................................................................... 22 7 Recommendations ............................................................................................................................................................................ 26 7.1
Strategic Support for Makers in the Highlands and Islands.......................................................................... 26
7.2 7.3
Support for the Makers in North and East Highland...................................................................................... 27 Strategic Development of the Craft Sector in the Highlands and Islands............................................ 28
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Acronyms AAS.......................................... ABC ......................................... CEO ........................................ CnES........................................ H&I........................................... HC............................................ HI~Arts.................................. HIE............................................ LEC(s)..................................... OCIA ...................................... OIC.......................................... SAC ......................................... SIC............................................ SLACA ................................... UHI .......................................... WASPS..................................
Applied Arts Scotland Argyll and Bute Council Cultural Enterprise Office Comhairle nan Eilean Siar (Western Isles Council) Highlands and Islands Highland Council Highlands and Islands Arts Highlands and Islands Enterprise Local Enterprise Company/ies Orkney Craft Industries Association Orkney Islands Council Scottish Arts Council Shetland Islands Council Skye and Lochalsh Arts and Crafts Association UHI Millennium Institute WASPS Artists’ Studios (Workshop & Artist Studio Provision Ltd.)
Note: This study is based on organisational structures that were in place before the announcements by the Scottish Government, on 26th September 2007, about changes to the Enterprise Network and before the closure of An Tuireann in October 2007.
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1
EXECUTIVE SUMMARY
HI~Arts in partnership with the Scottish Arts Council (SAC) identified that in relation to other sectors of the arts the support for craft in the Highlands and Islands was patchy in nature and that this was reflected in the variable take up of opportunities available to the sector. On this basis it was felt that an appropriate next step would be to commission a ‘scoping study’ which would explore the potential for providing a more co-ordinated development programme focused on craft. The study while addressing the specific question of a HI~Arts based Craft Development Officer goes much wider in terms of looking at the broader needs of the Craft Sector in the Highlands and Islands both currently and in to the future and how these needs might currently be supported through existing mechanisms. The study has also identified good practice and lessons learned from craft development and other comparable initiatives, where they exist, across Scotland. The study incorporated five methods of information collection: desk research; stakeholder interviews; an on-line craft maker/retailer survey; telephone interviews with craft association representatives, and; two focus group meetings. The study is largely qualitative in basis as it draws on both initiatives which are extremely different in nature and in outputs and also on softer issues such as experiences, perceptions and attitudes. There is however a quantitative element in the makers/retailers survey which enables information to be gathered from a larger group. The key issues arising from the research and consultation undertaken were: •
Lack of understanding of the craft sector;
•
Diversity of the sector;
•
Lack of audience awareness;
•
Variable development support for the sector;
•
What is quality?
•
Lack of cohesion in the sector; and
•
The challenges of information dissemination and communication.
The views on what the needs of makers were seem to be consistent from all those that have had dealings with the sector. These are summarised below: •
Creative and Professional Skills Development:
•
Low Cost Workshop Space
•
Advice and Funds for Business Development
•
Reducing Isolation
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A total of 86 makers and/or retailers replied to the online survey 45 of which are craft makers, 3 are craft retailers and 35 are craft makers and retailers (3 did not provide any information). 30% of the makers were originally from the Highlands and Islands with the others having moved in. From the consultations and the survey there was across the board support for a dedicated Craft Development Initiative. The overarching expressed aim for the sector was that it should become more confident, professional, cohesive, robust and self determining. To achieve this however the capacity of individual makers has to be enhanced and it is widely recognised that this will not happen without a dedicated initiative with dedicated staff and financial resources. In response to the above a series of 12 recommendations have been made under three headings, these are:
Strategic Support for for Makers in the Highlands and Islands Recommendation 1: Develop a pilot training programme which will provide courses tailored for craft makers delivered locally across the Highlands and Islands. Recommendation 2: Develop a pilot ‘Go See’ programme of visits which will enable Highland and Island makers to see the wider selling opportunities that exist. Recommendation 3: Employment of a part time administrator who will lead on Recommendations 1, 2, 11 and 12 working with existing and new craft development staff and other organisations who provide support to the craft sector. Recommendation 4: HI~Arts to work with relevant organisations in parts of the highlands without dedicated crafts support to develop Crafts Initiatives in these areas.
Support for the the Makers in North and East Highland Recommendation 5: Employment of a full time Craft Development Officer who will cover North and East Highland which incorporates Caithness, Sutherland, East Ross, Inverness-shire, Badenoch and Strathspey and Moray. Recommendation 6: Employment of a part time administrator to support the work of the craft development officer, supporting the delivery of the Makers Scheme, QA Assessment Scheme and the Mentoring Scheme. Recommendation 7: Delivery of a series of activities (e.g. Makers and Mentoring Schemes) which will provide targeted support for Makers in North and East Highland and which can be used by the Craft Development Officer in providing follow on support especially for Makers who currently fall through the gaps for HIE and SAC assistance.
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Strategic Development of the Craft Sector in the Highlands and Islands Recommendation 8: Commission an independent short study addressing the issue of the definition of quality and the development of a consistent, widely acceptable and transparent quality assessment process which can be used in identifying the type of support that makers may require in order to develop. This should draw on the Shetland experience in this area. Recommendation 9: Undertake a body of work which will improve ‘subscription’ activity that is endorsement of the artistic product by such filters as curators, reviewers, peer advocacy, retailers, collectors etc. Subscription activity will then help to improve the image of craft and help with market segmentation. Recommendation 10: Commission an independent study on the craft sector’s contribution to the Highlands and Islands in socio-economic terms. Recommendation 11: Review the craft highland website and rationalise in order to avoid duplication of information provided on craftscotland. Recommendation 12: Develop and maintain a comprehensive ‘communications’ database of all craft makers in the Highlands and Islands in order to ensure improved information distribution networks and accessibility.
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INTRODUCTION
2.1 2.1 Background HI~Arts is the arts development agency for the Highlands and Islands whose involvement to date in the craft sector has been the development of the web-based ‘crafthighlands’ to pilot and complement ‘craftscotland’, the provision of small grants to craft makers and supporting the activity of Applied Arts Scotland (AAS) providing networking events in the area. HI~Arts in partnership with the Scottish Arts Council (SAC) identified that in relation to other sectors of the arts the support for craft in the Highlands and Islands was patchy in nature and that this was reflected in the variable take up of opportunities available to the sector. While some anecdotal evidence from a limited number of sources was available to explain possible lack of take up there was also a recognised demand from some within the sector who felt that their needs were not being fully addressed. On this basis it was felt that an appropriate next step would be to commission a ‘scoping study’ which would explore the potential for providing a more co-ordinated development programme focused on craft which would have a dedicated resource (human and financial). The programme would have the potential to deliver the following: •
Support to individual makers, with the aim of growing the sector as a whole.
•
Encouragement and assistance for new graduates to return/move to the area.
•
Greater visibility for the sector through revitalising crafthighlands and/or through other marketing initiatives.
•
Better integration with national initiatives.
•
Ensuring that the craft sector is properly represented in terms of access to studio spaces.
A further remit of the scoping study was specifically to consider the potential demand for, and role of, a Craft Development Officer based within HI~Arts. Specifically the following issues had to be addressed. •
What should be the specific remit of a HI~Arts Craft Development Officer?
•
How will this post complement, and work with, the existing Craft Development Officers in Skye and Shetland?
•
How should the post relate to, and extend the work of, craftscotland and crafthighlands?
•
What geographical area can realistically be served by one officer (assuming that this would be greater than a single LEC area and no larger than the full Highlands and Islands Enterprise (HIE) area (excluding Skye and Shetland)?
•
What achievable outcomes and benefits can be defined for an initial appointment?
•
What are the skills and experience needed to undertake such a post?
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2.2 Context The craft sector is incredibly diverse and encompasses a broad range of craft media including: Basketworking, Boatbuilding, Bookbinding, Ceramics, Furniture, Glasswork, Jewellery, Metalwork, Musical Instrument Making, Paper Crafts, Stonework and Textiles. It involves both people who have a high degree of training to those who are self taught. It also covers people who undertake their craft purely for pleasure to those who make either all or part of their living from selling their products. Craft makers have both varying degrees of both creativity and technical skill. The majority of makers who make their living from their craft work on their own. Some collaborate with other makers but often this is limited to joint marketing initiatives. A wide range of both area based and craft medium based voluntary associations exist but there is no consistency in the type of activities which these associations provide or the resources they have available to them. On the whole makers are widely dispersed throughout the Highlands and Islands and most are isolated geographically from their peers. A large number of organisations can offer support to craft makers ranging from the Highlands and Islands Enterprise network, Local Authorities, the Scottish Arts Council, HI~Arts, craftscotland, Applied Arts Scotland and local arts based organisations such as Shetland Arts, An Tobar (Mull), An Lanntair (Stornoway) etc. These organisations tend to interact with individual craft businesses on a one-to-one basis and all have specific objectives or priorities for directing their assistance. There are clear geographical variations in the support available. Two existing craft development posts currently exist within the Highlands and Islands, based within Shetland Arts and An Tuireann, Skye. There is also part time provision for craft support within An Tobar on Mull. In these areas there is greater support for raising the profile of craft and in providing more proactive support for craft makers.
2.3 Methodology The study while addressing the specific question of a HI~Arts based Craft Development Officer goes much wider in terms of looking at the broader needs of the Craft Sector in the Highlands and Islands both currently and in to the future and how these needs might currently be supported through existing mechanisms. The study has also identified good practice and lessons learned from craft development and other comparable initiatives, where they exist, across Scotland. From this baseline recommendations will be made on what support should over time be made available to the craft sector in the Highlands and Islands and what specific elements of this could be delivered through a HI~Arts based Craft Development Officer. The study incorporated five methods of information collection: desk research; stakeholder interviews; an on-line craft maker/retailer survey; telephone interviews with craft association representatives, and; two focus group meetings. The study is largely qualitative in basis as it draws on both initiatives which are extremely different in nature and in outputs and also on softer issues such as experiences, perceptions and attitudes. There is however a quantitative element in the makers/retailers survey which enables information to be gathered from a larger group.
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As indicated above the study involved five key elements of information collection as described below: 2.3.1 Desk Research •
Collation and examination of documentation on the craft sector and various craft initiatives. Particular regard given to the types of support available for craft makers, craft development initiatives and their outputs, lessons learned and socio-economic benefits. Analysis of the documentation to inform possible recommendations.
2.3.2 Stakeholder Interviews •
A total of 49 interviews (33 face-to face and 16 telephone) undertaken between July and September 2007 with a wide range of stakeholders.
•
Interviews were semi-structured and qualitative in nature to explore organisational roles in relation to craft development, experiences of working with the craft sector, particular issues to address in the future, possible opportunities and challenges for the sector and how each organisation might look to better engage with the sector.
•
Initial list of approximately 30 stakeholders expanded to include an additional 20 + interviewees recommended by participants. Interviews were however curtailed to meet reporting deadlines.
•
Analysis of above to identify key issues affecting sector and possible options for future support.
2.3.3
Craft Makers and Retailers Survey
•
On-line survey via the HI~Arts website targeting craft makers and retailers with an option provided for hard-copy completion. Survey live for 4 week period during July and August 2007.
•
Respondents sought by an email based announcement made in mid July 2007, followed up by a postal flyer circulated in early August 2007 and final email reminder in mid August 2007. Mailing list of over 200 respondents from craftscotland register, HI~Arts mailing lists and other sources. Additional networks contacted via some stakeholders interviewed above.
•
Analysis of 86 valid responses returned using Microsoft Excel.
2.3.4
Telephone Interviews with Craft Association Representatives
•
11 telephone interviews with representatives of craft associations. Semi-structured interviews explored membership of associations, association activities and needs, challenges and opportunities facing membership.
•
Analysis of above to identify key issues affecting sector and possible options for future support.
2.3.5 •
Focus Group Discussions Facilitation of 2 focused discussions (1 in Helmsdale and 1 in Inverness), during September 2007, on specific issues to provide a crosscheck and validation of findings from earlier phases. These groups involved both craft makers and retailers, representatives form the HIE network and their agents, craft associations and local authority staff.
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REPORT FORMAT
This report summarises the identified needs of the Craft Sector in the Highlands and Islands and key issues that have arisen from the consultation process. A brief summary of the results of the makers and retailers survey is also provided. A summary of suggested actions for the sector as a whole is presented followed by detailed recommendations for HI~Arts in relation to the potential appointment of a Craft Development Officer. The actions and recommendations have crystallised from the research carried out and draw on the practical experiences of those stakeholders consulted. More detailed results of the online makers and retailers survey and a summary of feedback from the consultation can be found in a supporting document titled: ‘Craft Development – A Scoping Study: A Summary of Findings from Desk Research, Makers and Retailers Survey and Stakeholder Consultations, October 2007’. This accompanying document also provides a full bibliography, details of all of those who participated in the interviews and focus group discussions and also a copy of the online survey used.
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4
ISSUES ARISING FROM RESEARCH & CONSULTATION
The following issues provide a summary of some of they key findings from the desk research and stakeholder consultations. More detail is provided in the supporting document referenced above.
4.1 Lack of Understanding of the Craft Sector The craft sector is poorly understood by those who are not directly involved with it and there is a tendency to make sweeping generalisations about craft makers. Craft is often assumed to be of variable quality and as being produced by people who are running lifestyle businesses or who are ‘creative’ and not very business minded. It is often wrongly perceived as a sector of limited value and as such is not viewed as a priority, although through carrying out the interviews there was a realisation by some stakeholders of the potential significance of the sector particularly in more economically fragile areas and there was an interest in exploring this further. The only parts of the Highlands and Islands where this appears to be less the case is in Orkney and Shetland where there are strong indigenous craft traditions which contribute to local distinctiveness.
4.2 Diversity of the Sector Craft is very broad in terms of the range of media and skills that it covers – from basket making to metalwork and from furniture making to textiles, makers can either be very highly qualified or self taught. This is reflected in the range and type of businesses that exist with few being at the same point on each of the scales identified below. This makes it a challenge to target support and assistance as one size does not fit all. It also makes it quite difficult for those outwith the sector to know how to meaningfully add value and supporting the sector can seem daunting. Part Time Hobby Sole Trader Limited Technical Skills Limited Creativity Low Value Products Small Turnover Local Market Content with Scale Content with Income Highly Independent
↔ ↔ ↔ ↔ ↔ ↔ ↔ ↔ ↔ ↔ ↔
Full Time Commercial Manufacturing Business Highly Skilled Highly Creative High Value Products High Turnover International Market Desire to Expand Desire to Increase Income Networker/Collaborator
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4.3 Lack of Audience Awareness The audience for craft is still under developed. This relates in part to a lack of understanding of what craft is about and a perception that it is handicraft/homemade rather than high quality hand crafted contemporary design which in turn leads to a belief that craft should be low cost in order to be value for money. Because of this many craft makers would not want to be associated with the term craft and would rather promote themselves as artists which leads to further degradation of the sector’s image. There are a number of things that require to be done in order to change audience awareness. First there is a need to change the image and understanding of craft, then there is a need to ensure that craft is shown at a level comparable to other forms of contemporary art and design and finally there is a need to ensure adequate accessible retail outlets promoting quality craft. Linked to this is a need to consider how best to market craft and what role branding might have if any.
4.4 Variable Development Support for the Sector There are a number of organisations that provide different types of support for craft makers including Scottish Arts Council, craftscotland, Highlands and Islands Enterprise, Local Authorities, HI~Arts and various local arts organisations and arts and crafts associations. Research has however shown that the support available in different geographical areas varies hugely with makers in Shetland for example receiving considerably more dedicated advice and financial assistance than makers in mainland Highland. In addition while there is considerable support for makers who are operating at the highest level creatively and also for those makers just starting out there is a significant gap in the provision of support for the vast majority of makers who lie somewhere in the middle. Some concern was also expressed that the support that is sometimes made available is generic business support and is not hugely helpful to craft businesses.
4.5 What is Quality? One of the key concerns within the sector is the issue of quality although it was difficult to obtain an exact definition of quality as for some it relates entirely to the craftsmanship and skill involved, for others it relates equally to the artistic or creative element and for others there is a more commercial angle relating to saleability or aspects such as packaging and presentation. Whatever it is people are preoccupied with it and a wide variety of quality assessment processes seem to be applied by everyone from curators and retail stockists to makers themselves for collective marketing and funders wishing to add value in the right way. There is a strongly expressed desire to have a more open transparent and widely understood and recognised quality assessment process which could be consistently applied. This may also help towards an improved public understanding of craft and its value. There is a good example form Shetland of a quality assessment process which is valued both by makers and the organisations that support the sector. A further view in this area is that the network of subscription based activity (where there are third party filters that provide an endorsement of the artistic product) is underdeveloped in the craft sector. The abundance of wholesale activity direct from maker to consumer means that there is little differentiation
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in the craft marketplace in terms of type or quality of work. The absence on subscription activity means that there is therefore no informal regulation of quality in the sector.
4.6 Lack of Cohesion in the Sector The sector is very widely dispersed, is not particularly well networked internally and is certainly not well linked into the wider business world. In the likes of Orkney there is a sense that what is good for the sector will be good for individual makers where elsewhere there is more a sense of competition and every maker for his or herself. It is difficult for the sector to communicate as a unit its needs, aspirations and what it has to offer and it is also difficult for others such as the tourism industry to engage effectively with craft makers. Ideally such cohesion should be driven from within and would happen organically with a number of strong local groups forming an umbrella organisation such as has happened for the Feis movement. At this stage this is unlikely to happen without some external input or specific focus for such activity. Local and national associations are very variable in what they provide for their members and their aims, they do not receive a lot of external support and are reliant on voluntary effort which is a limiting factor. In short they currently lack capacity to engage at a sector wide level.
4.7 The Needs of Makers The views on what the needs of makers were seem to be consistent from all those that have had dealings with the sector. These are summarised below: • Creative and Professional Skills Development: Specific business skills training targeted at craft makers including information on trade fairs, working with galleries, costing and pricing, photographing work and new market opportunities. • •
•
Low Cost Workshop Space: A lack of low cost workshop space across the H&I exists and there are various proposals to address this issue in early stages of development. Advice and Funds for Business Development: Advice and accompanying small amounts of money to enable business to grow either through developing new market opportunities, developing new products or by growing production. Reducing Isolation: Improved communications, new networking opportunities and events and initiatives aimed at expanding makers horizons would enable makers to become part of a more cohesive sector.
4.8 Challenges of Information Dissemination & Communications There is no comprehensive single way of communicating with the sector. A number of individuals and organisations have their own email based distribution lists for sending out regular bulletins or newsletters. Makers and those that work with them use a variety of information resources including craftscotland, craft highland, Cultural Enterprise Office website, HI~Arts main website and crafts associations’ websites amongst others. Some makers are receiving too much information – some of which is duplicated and others are accessing nothing at all. The lack of clear contacts for the sector and an inability to communicate clearly with all makers means that opportunities such as those available through Six Cities and Highland 2007 are lost. [ HI~ARTS – Craft Development Scoping Study 2007 ]
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4.9 Support for a Craft Development Initiative The overarching expressed aim for the sector was that it should become more confident, professional, cohesive, robust and self determining. To achieve this however the capacity of individual makers has to be enhanced and it is widely recognised that this will not happen without a dedicated initiative with dedicated staff and financial resources. There was strong support for employing at least one craft development worker, if not several more, on the basis of both geography and number of makers. The priority is to fill the current gaps in provision at a local level with local workers initially providing a link between makers and those who can provide support or those providing potential development opportunities. This should over time lead to a building of capacity with stronger maker led groups. There is however a need also to co-ordinate some support activities e.g. training provision that can be made available to makers across the Highlands and Islands, ensuring some consistency of support and reducing duplication of effort at a local level. The point was also consistently made that adequate administrative support is required for any such post(s).
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5
KEY MESSAGES FROM MAKERS & RETAILERS SURVEY
A total of 86 fully completed responses to the makers and retailers survey were received. Detailed analyses of these responses are provided in the accompanying document outlined in Section 2. Those responses outlined below provide feedback on the key points which have a bearing on the support that is required by the sector. Please bear in mind when reading the results that there may be some anomalies and contradictions but these reflect the feedback from the survey. Also as the mailing list was initially drawn from craftscotland a higher percentage than might otherwise be expected have direct experience of using craftscotland services.
5.1 Description of Respondents A total of 86 makers and/or retailers replied to the survey 45 are craft makers, 3 are craft retailers, 35 are craft makers and retailers and 3 did not provide this information. The geographical distribution of respondents by LEC area is given in Table 1 below. Area Argyll and Islands Caithness and Sutherland Inverness and East Highland Lochaber Moray Orkney Shetland Skye and Wester Ross Western Isles Total
No. of Respondents 18 12 16 3 2 7 9 13 6 86
Table 1: Respondents by LEC Area
Respondents were also asked to identify what had drawn them to the area. Most respondents selected three reasons but many of those who were ‘Originally from the Highlands and Islands’ selected this as their only reason. A more detailed breakdown of the Top 8 from 13 reasons is given in Table 2 below, with results presented in order of importance. Reasons for Locating in H&I Inspiration of the Local Landscape and Environment Originally from the Highlands and Islands Other Inspiration of Local Culture and Heritage Family Connections with the Highlands and Islands Welcoming Community Market Gap/ Opportunity Affordable Lifestyle
No. of Respondents 44 25 20 19 18 14 12 12
Table 2: Reasons for Locating in Highlands and Islands
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Those respondents who listed ‘Other’ as a reason cited a range of other reasons but many had to do with relocating to the area for other reasons such as retirement or for a partner’s job.
5.2 Experience to date of Current Support Organisations A series of questions were asked about respondents’ awareness and interaction with a wide variety of organisations in order to gauge the current situation. A summary of these responses are listed in Table 3. Local HI~Arts LECs SAC AAS Authority
Local Arts & Crafts Assoc.
National craft Craft scotland Assoc.
Haven’t Heard of Them
2
1
0
2
24
22
25
5
Heard of But No Direct Contact
43
15
44
51
46
14
26
19
6
31
15
3
6
8
8
Member Received Advice
11
41
24
12
Received Funding
13
52
15
9
Participated in Events
25
16
15
17
8
27
8
3
Participated in Training
4
23
7
4
1
2
4
1
Joined Register
58
Signed Up for ebulletins
34
Provided A Useful Service
33
35
Excluded by Error
18
4
28
10
20
Table 3: Makers Engagement with Support Organisations
These figures show that in most cases at least half of the respondents had either not heard of or had not had direct contact with the vast majority of support organisations. Detailed analysis shows that Local Authorities were most engaged within the island groupings of Orkney, Shetland and the Western Isles with the take up support from HIE Skye and Wester Ross the most significant overall with makers taking advantage of advice, training and funding available from the LEC.
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Respondents in Argyll are most likely to be members of national craft associations. However in general the Local Enterprise Companies faired the best however respondents still had problems in identifying the support that was available and accessing it. When asked ‘Do you have any comments to make regarding the support services available to you…?’ the following responses were typical.
“We have o only Ent nterprise nly stumbled on H&I E nterprise through seeking support
pro--active.” for a website…other organisations not exactly pro “I feel little help is available directly to people on the islands, nono-one to speak to for advice easily” “Usually the hoops that one has to go through to access support take too much time away from making my products for it to be worthwhile” “Very helpful once contact is made. Rather confusing knowing which body to approach”
However it wasn’t all negative and many positive comments were made about the assistance that had been received whether it was financial or advice.
5.3 Experience of Existing Websites A series of questions were asked about a number of websites and their usefulness. The responses are as follows: •
Number of respondents who ‘use’ the craftscotland website: 50
•
Number of respondents who ‘use’ the crafthighlands website: 23
•
Number of respondents who ‘use’ other parts of HI~Arts’ website: 20
•
Which bits of the crafthighlands website are most useful?: Craft News (16), Makers Search (15), Bulletin Board (10), Craft Events (9), Makers Award Scheme (6), Venue Search (5), Crafts Organisations (2).
5.4 The Need For and Role of a Craft Development Officer Respondents were asked directly “HI~Arts and the Scottish Arts Council are investigating the potential for a dedicated craft development officer in the Highlands and Islands – do you think there is demand for this type of role?” Of the 86 respondents 78 said YES, 6 said NO and 2 did not indicate a preference. Those who said no largely gave the reason that they were happy to work within their own network or that support was already available and there was potential for duplication.
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When asked to highlight the three priority work areas for a craft development officer a significant number of respondents listed more than three. However the results are presented in Table 4 below: Priority for Activity Enabling Access to Funding for Business Development Co-ordinating Marketing Activity Co-ordinating Access to Exhibitions Co-ordination of Networking Access to Business Advice Enabling Access to Funding for Training & Skills Development Co-ordinating Access to Trade Fairs Improving Availability of Studio Space Signposting to Other Specialist Support Facilities
No. of Respondents 52 39 39 36 33 32 29 21 18
Table 4: Priority Work Areas for a Craft Development Officer
This gives a clear indication of makers’ priorities in terms of support for business development and also in terms of increasing selling opportunities. A further question was then presented asking what area could a craft development officer be reasonably expected to cover however the responses were inconclusive in that respondents tended to indicate that their own area should be a priority taking in perhaps a neighbouring locality but not much else.
5.5 Makers Issues At this point in the survey makers only were asked to complete a series of questions relating to their business. Firstly a question was posed on how makers currently sold their work and the responses are shown in Table 5 below: Method of Sales Website run by self Retail outlets within area Craft Shows Retail outlets out with area Own gallery Mail order Website run by others
No. of Respondents 51 41 35 35 33 17 7
Table 5: Methods of Craft Sales
A number of makers also sell by other methods including commissions and by word of mouth. 10 makers are dependent on sales through their own gallery, a further 14 are dependent on a combination of craft shows and / or website sales. It would appear that there are makers who either sell through a wide variety of outlets or those that have very limited selling opportunities.
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Makers were then asked about the current challenges that were facing them in their work and the responses given are listed in Table 6. Challenges Distance from Potential Markets High Transport Costs High P & P Costs Distance from Material Suppliers Turnover not High Enough Lack of Working Capital Lack of Funding for New Equipment Seasonality of Demand/Income Lack of Studio/Workshop Space Lack of Suitable Retail Outlets Isolation Lack of Skills Development Opportunities Lack of access to business training/support
No. of Respondents 41 36 36 35 31 25 25 21 18 15 15 13 5
Table 6: Makers Business Challenges
When further asked about what they might want help with makers responded as follows in Table 7. Area of Assistance Finding New Retail Opportunities Attending Trade Fairs Finding Funding for New Equipment Information on Business Skills Development Opportunities Information on Craft Skills Development Opportunities Access to a Co-operative with Greater Buying Power for Raw Materials Finding Funding for Training Studio/ Workshop Space Meeting Other Craft Producers Establishing a Mail Order Business Establishing a Website
No. of Respondents 32 26 23 22 21 19 18 17 13 12 8
Table 7: Assistance wanted by Makers
There are some discrepancies between the expressed requirements for a craft development officer, what makers have identified as challenges for the businesses and what they have then identified as things they would like help with. However it is still reasonably clear that the three areas where help is required is in finding and developing new market opportunities for selling, in growing and developing their businesses and in improving their skills.
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5.6 Retailers Feedback Retailers were asked where they obtained their stock from and the responses are set out in Table 8 below. Source of Stock Own Craft Products Only Elsewhere in Scotland Elsewhere in UK Local Area Highlands and Islands Overseas
No. of Respondents 34 18 17 15 11 6
Table 8: Where Stock in Retail Outlets is Sourced From
Those based in Caithness & Sutherland, Orkney and Shetland were most likely only to sell their own products. Those based in Argyll sold items from the widest range of suppliers in other areas. Only 11 respondents indicated that they used trade fairs to identify stock and those listed included Top Drawer Spring and Autumn Fairs at NECL, SECC Glasgow Spring/Autumn Aviemore in April and Harrogate. Those who retailed craft ran the following: shop/gallery (36), website (43), Mail Order (23). 14 respondents either operate a mail order or website based retail business with no physical shop front or gallery. Retailers also provided feedback on their challenges and areas where assistance was required but this mirrored the priorities identified by makers in Section 4.5, in part this can be attributed to the fact that most retailers who responded were maker/retailers (35) as opposed to just retailers (3).
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6
SUMMARY OF ACTIONS
The table below highlights the needs of the craft sector that have been identified throughout the process of the scoping study and proposes possible solutions and more specific actions required. Not all of these are appropriate for HI~Arts to take a lead on at this time but those that are have been highlighted in purple. These will then form the basis of any recommendations. Note due to the nature of this work there is some duplication of actions identified. Identified Needs
Issue/Challenges Possible Solutions
Initial Actions Required
Local Audience Development
•
•
•
Limited understanding of quality craft product. Limited exposure to high quality craft product both locally produced and elsewhere.
•
•
•
Visitor Audience Development
•
•
•
No awareness of scope for buying local craft when deciding where to visit. Lack of awareness of how to buy local craft products both in terms of what’s available and where to buy. Often mass produced poor quality product from elsewhere branded as craft and sold through tourist outlets including TICs.
•
•
Encourage existing publicly funded gallery spaces to exhibit and retail more craft. Expand number of outlets where possible, especially in areas where no gallery spaces. Encourage more touring craft exhibitions and educational work to complement existing activity. Improve engagement with Visit Scotland both at local and national levels to improve advance marketing, information available to visitors once they arrive and availability of local products in TICs. Improve engagement with local destination marketing groups.
•
•
•
•
•
•
Training opportunities for curators on the practicalities of exhibiting and retailing craft, also on how to find craft makers. Information for curators and independent gallery owners on the breadth and quality of craft makers in the Highlands and Islands. Publicly funded centre for promoting craft at a suitable location on East coast to complement publicly funded galleries in Islands. Establish dialogue with Visit Scotland at a national level to explore possible opportunities through sector development and strategic marketing of sector. Establish better links with Visit Scotland at a local/regional level providing copy and images to be used for promoting the sector to visitors. Have dialogue with Visit Scotland regarding exposure for local craft products through TICs – showcase or retail and facilitate links between VS and makers. Identify local destination marketing groups and host workshop between representatives of these and makers to explore ways of collaborative working.
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Identified Needs
Issue/Challenges Possible Solutions
Initial Actions Required
Raise Understanding and Awareness of Craft Sector within Public Sector
•
•
•
Lack of understanding of craft sector’s contribution to economy leads to patchy support for development. Belief that sector is hard to engage with.
•
•
• Improve sector cohesion
• • • • • •
Information & Communications
• • • •
Quality
• •
• •
Makers dispersed and no sense of shared purpose. Varying perceptions of quality and other issues across sector. Need to overcome sense of competition within sector. External organisations find it hard to engage. Development and marketing opportunities missed. Associations unconnected, unsupported and feeling volunteer strain. No single database of makers in H & I. No clear points of contact for craft sector on H & I. Duplication of information and guidance on craft. No definitive source for craft information.
•
Meaning of quality is different to different people. Different quality assessment processes used by different groups. Quality assessment not always open and transparent. Quality assessment can lead to conflict within sector
•
• •
•
• •
•
Raise awareness of sector’s contribution to social and economic wellbeing of the H&I. Raise awareness of sector’s needs as identified through scoping study. Provide easy access points for craft sector. Build capacity and confidence within the sector through building relationships & promoting joint working. Improve sector based networks. Provide training and support for those involved with craft associations. Establish a joint vision for the sector.
•
• •
• •
Provide easy access points for craft sector. Better co-ordinate web based provision of information and guidance for craft to minimise duplication at a local, regional and national level.
•
Secure sector wide agreement on what definition of quality is and how it should be applied. Develop a quality assessment process that can be consistently applied and is widely recognised by agencies aiming to support the sector.
•
• •
Commission an independent study to quantify the value of the craft sector in the H&I with local breakdowns. Prepare a 2 page information sheet summarising craft sector in H&I providing details of key contacts. Develop a detailed database of all craft makers in the H&I. Employ craft development workers in areas where this support not currently available – suggested areas are Lochaber & Argyll, Western Isles and North & East Highland (Caithness, Sutherland, East Ross, Invernessshire, Badenoch & Strathspey and Moray). Provide networking opportunities linked in to training and other events. Explore longer term structures for self organisation of the sector.
Prepare a 2 page information sheet summarising craft sector in H&I providing details of key contacts. Develop a detailed communications database of all craft makers in the H&I. Undertake a review of webbased provision and propose a tiered approach with appropriate links between national, regional and local levels. Commission an independent study to consult with the sector and the range of bodies that interact with it from curators to public sector funders and to propose a definition of quality and a well defined and easily applied assessment process. The study should also identify how the assessment could be used and who might be suitable to undertake the assessment.
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Identified Needs
Issue/Challenges Possible Solutions
Initial Actions Required
Marketing & Branding
•
•
• •
Low Cost Workshop Space
• •
•
Skills Development
• • •
• •
Craft is marketed by individual makers, groups of makers and associations, through open studios and other means. Lack of consistent message. Craft has an uncertain and variable image. There are conflicting views about whether brands for craft should be developed and whether this should be at a local or H&I wide level. Lack of low cost workspace provision. Need for clear demand and concentration of makers to ensure viability. Requires strong lead from craft sector to promote. Lack of targeted skills courses for makers within H&I. Clearly defined skills needs. Widely dispersed makers but issues largely same across H&I. Links to networking opportunities. Need also to broaden horizons.
•
• •
Establish a clear understanding of the role of subscription activity and what role this might have to play in improving the image of craft and in developing market segmentation. Identify who best to lead on marketing at different levels. Take advantage of opportunities for collective selling.
•
Development of craft workshop space in 4-5 locations over time, taking advantage of opportunities as and when they arise.
•
•
•
•
•
•
Delivery of targeted training programme across H & I. Engage with Cultural Enterprise Office to provide initial one to one tailored advice. Facilitated mentoring scheme to provide more tailored one to one support, for specific needs. Greater exposure of H & I makers to exhibitions and trade fairs elsewhere.
•
•
•
•
Develop a series of events engaging those who have a role to play in subscription type activity in order to develop this area in the H&I. This should be done in partnership with SAC and craftscotland. Investigate scope for collective marketing and selling, whether at a local level or at a Highlands and Islands level at key exhibitions and events e.g. The Gathering 2009 as part of Year of Homecoming.
Facilitate the development of workshop space in Inverness area, working with makers, WASPS, HI~Arts and Inverness City Partnership. Interested parties in Orkney, Lewis, Fort William, Caithness and Skye to progress their ideas with WASPS. Put in place necessary support structures (new and existing craft development posts) and referral systems to ensure craft makers can access specialist business advice through HIE, Development Partners and Cultural Enterprise Office. Engage with Development Partners and Cultural Enterprise Office and existing craft development staff to develop and deliver a pilot co-ordinated programme of training across H & I. Develop ideas for a mentoring scheme within North and East Highland building on Shetland experience as a pilot for other areas. Pilot 2-3 Go See Visits for Highland makers to suitable exhibitions/trade fairs.
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Identified Needs
Issue/Challenges Possible Solutions
Initial Actions Required
Business Development
•
•
•
•
•
Lack of financial support for business development for majority of makers due to small scale. Fragmented approach to support available – difficult for makers to decipher. Some lack of understanding from makers of where best to invest in their business. Inconsistencies of support across H & I.
SAC and partner funded Makers Schemes to be consistently implemented at comparable levels across H & I. Makers Schemes to cover potential support for all aspects of makers business developments. Advice and signposting to be provided to makers on what is available to them.
•
•
•
Provide expanded and supported Makers Scheme in North and East Highland. Provide dedicated Makers Schemes in Argyll & Lochaber, Orkney and also in Western Isles. Ensure consistency of Schemes across Highlands in terms of types and levels of support offered. Employ craft development workers in areas where this support not currently available – suggested areas are Lochaber & Argyll, Western Isles and North & East Highland (Caithness, Sutherland, East Ross, Inverness-shire, Badenoch & Strathspey and Moray).
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7
RECOMMENDATIONS
Based on the questions set out in the scoping study brief, outlined in Section 1.1, and on the actions identified above it is therefore recommended that HI~Arts take a lead on the following activities. These can be defined under three headings; Strategic Development of the Craft Sector in the Highlands and Islands, Strategic Support for Makers in the Highlands and Islands and Support for Makers in North and East Highland. The overall objective of HI~Arts intervention is to build capacity within the craft sector, raise awareness of its value and to provide a range of tools which will enable the sector to actively engage with others. In shaping these recommendations to meet this objective it has been recognised that at this stage effort needs to be applied to supporting individual craft makers both in terms of building their capacity and confidence and helping them to form networks. This will provide a solid basis for sector led initiatives and developments in the future.
7.1 Strategic Support for Makers in the Highlands and Islands Recommendation 1 Develop a pilot training programme which will provide courses tailored for craft makers delivered locally across the Highlands and Islands. Courses will be provided through the Cultural Enterprise Office and others but co-ordinated locally in terms of selecting content, identifying dates and venues and registering participants. The funding and management of the training contract should be undertaken centrally but the local management of the courses would be undertaken by lead partners such as HI~Arts in North and East Highland, Shetland Arts in Shetland, An Tobar in Argyll & Lochaber. These events will also provide networking opportunities. Recommendation 2 Develop a pilot ‘Go See’ programme of visits which will enable Highland and Island makers to see the wider selling opportunities that exist. This should help build networks and also seek to raise the bar in terms of quality and professionalism as makers experience competition form other areas and consider presentation and pricing issues. It is proposed that this be targeted at makers at different levels with different styles of event in Scotland, Harrogate and London attended. Recommendation 3 Employment of a part time administrator who will lead on Recommendations 1, 2, 11 and 12 working with existing and new craft development staff and other organisations who provide support to the craft sector. It is envisaged that the post be combined with that in Recommendation 5 to form a full time craft administrator post.
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Recommendation 4 Work with organisations in Argyll, Lochaber and the Western Isles to develop targeted Craft Initiatives covering these geographical areas. Help raise awareness of the needs of the craft sector in these areas and endeavour to work collectively with appropriate organisations to find solutions. In the meantime ensure that organisations such as An Tobar, An Lanntair, Taigh Chearsabhagh etc. can enable craft makers in these areas to participate in and benefit from some of the strategic interventions for the sector that HI~Arts will lead on.
7.2 Support for the Makers in North and East Highland Recommendation 5 Employment of a full time Craft Development Officer who will cover North and East Highland which incorporates Caithness, Sutherland, East Ross, Inverness-shire, Badenoch and Strathspey and Moray. This area should be manageable geographically and should provide a suitable number of craft makers to provide the necessary critical mass for a craft worker. This is also on the basis that Shetland and Skye & Wester Ross are currently covered by existing posts and that other organisations are perhaps best placed to support workers in other areas. The post will focus on growing the capacity of individual makers and in establishing a more cohesive and confident sector in North and East Highland. The worker will also link with other existing craft development officers and others supporting craft and will help co-ordinate some Highland wide activities as identified in Recommendations 1 and 2. Recommendation 6 Employment of a part time administrator to support the work of the craft development officer, supporting the delivery of the Makers Scheme, QA Assessment Scheme and the Mentoring Scheme. It is envisaged that the post be combined with that in Recommendation 3 to form a full time craft administrator post. Recommendation 7 Delivery of a series of activities which will provide targeted support for Makers in North and East Highland and which can be used by the Craft Development Officer in providing follow on support especially for Makers who currently fall through the gaps for HIE and SAC assistance. Initially an expanded Makers Scheme should be designed and promoted which after Year 2 will link in with a Quality Assessment scheme which will help target Makers needs for support. This expanded scheme will be wider in scope than the one currently operating and will offer grants to a higher financial value in line with schemes elsewhere. Finally it is suggested that some form of Mentoring Scheme be developed which will provide more one to one specialist support for makers focussing on the craft skills rather than business skills side which can be met through other means.
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7.3 Strategic Development Development of the Craft Sector in the Highlands and Islands Recommendation 8 Commission an independent short study addressing the issue of the definition of quality and the development of a consistent, widely acceptable and transparent quality assessment process which can be used in identifying the type of support that makers may require in order to develop. This should draw on the Shetland experience in this area. Recommendation 9 Undertake a body of work which will improve ‘subscription’ activity that is endorsement of the artistic product by such filters as curators, reviewers, peer advocacy, retailers, collectors etc. Subscription activity will then help to improve the image of craft and help with market segmentation. This will involve a series of events and activities which will bring potential ‘filters’ together and engage them with the need to improve subscription activity and to look at how this could be achieved across the Highlands and Islands. Recommendation 10 Commission an independent study on the craft sector’s contribution to the Highlands and Islands in socio-economic terms. It would identify the number of makers, geographical distribution of makers, the economic value of craft businesses in total and also as a contribution to the micro economies in which they are based, economic multipliers, social benefits including links with formal and informal education and other spin off benefits. This study would provide a breakdown at a level appropriate to HIE areas and a comparison with other key sectors in these areas and if possible a level of return based on public sector funds invested per annum. This study should be undertaken in Year 3 of the Initiative in order to be informed by its work and any data gathering that will have taken place. Recommendation 11 Review the craft highland website and rationalise in order to avoid duplication of information provided on craftscotland. Liaise with providers of local craft information and websites and develop an improved tier structure for provision of craft information. Recommendation 12 Develop and maintain a comprehensive ‘communications’ database of all craft makers in the Highlands and Islands in order to ensure improved information distribution networks and accessibility. Linked to this the development of information and/or events aimed at retailers/curators and the provision of an information sheet providing a summary of the sector and main contacts to potentially interested parties. This activity should be co-ordinated with craftscotland in order to minimise potential for duplication.
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