A new study is being carried out to find out definitively what the legacy of the Beatles is worth to Liverpool.
There will be in-depth research into the current Beatles offer, its value in monetary terms to the city, any gaps in the tourism offer and what the potential value of the Beatles could be if these gaps were filled.
The report will also study the other benefits of being linked to the Beatles ‘brand’, and what impact this has on the global reputation of the city.
The University of Liverpool and Liverpool John Moores University will undertake the research which will involve stakeholders including tourist attraction operators, music industry experts and members of the public.
Liverpool City Council’s cabinet member for culture, tourism and events, Councillor Wendy Simon, said: “Talk to anyone in or outside of the city about Liverpool and its history and you can guarantee the Fab Four will get a mention.
“We know that the Beatles are a massive pull in terms of tourists, but we don’t know exactly what this translates to in terms of financial impact on the city and where the gaps are.
“There is always a huge amount of debate around whether we as a city make the most of Beatlemania, and so this report will be a vital and informative piece of work which will shine a light on the legacy of the Beatles and what it really means to Liverpool.”
The research will be separated in to three separate areas:
Historical Mapping – University of Liverpool’s Department of Music will carry-out a concise mapping exercise identifying all the historical events which tie the Beatles to specific city locations and spaces.
Space and Place Mapping – The Institute of Cultural Capital (ICC), which works across both universities, will develop a map of the current cultural and heritage offer relating to the Beatles in the city. When completed, it will be compared with the results of the historical mapping to see how they complement each other.
Cultural Impact of the Beatles – The ICC and the Department of Music will provide a concise account of the past, current and future non-economic value of the Beatles to the character of Liverpool. This will examine the impact the band have on the social, community and cultural reputation of the city.
Professor Simeon Yates who is the Director of the Institute of Cultural Capital will be co-ordinating the report.
Professor Yates said: “Creative and cultural industries are key to both the economics and the identity of major cities. Making the most of the cultural heritage and contemporary culture – and the Beatles are both in Liverpool – is at the core of this.
“Helping Liverpool understand and make best use of its cultural capital is key to the role of the ICC and we are incredibly excited to be working with colleagues across both Universities and the city on this project.”
The report is expected to be completed in the summer.