Chester: Competitiveness Study
29 January 2010
Chester Renaissance commissioned Jura Consultants to undertake a competitiveness study of Chester’s City Walls. The two principal aims of the study were to establish the economic contribution of the Walls to the visitor economy. And second to provide an assessment of the most effective and viable way of improving the Walls to boost their contribution to the Chester economy. The most significant aspect of the research was face to face interviews with over 800 visitors to the City walls. The study was completed in late 2009.
This research whilst based in Chester provides a research methodology that can be applied by the Portico partners to help to demonstrate the economic contribution that can be made by cultural heritage assets to their visitor economies. The report also provides an example for the prioritisation of improvement projects for cultural heritage assets.
Results of study
Chester’s Walls were first built by Romans following their conquest and occupation of Britain in 70AD. Research between May 2005 and April 2008 showed that of the 7 million annual visitors to Chester 38% had walked along the Walls. The research also showed that for visitors to Chester, walking the Walls was the fourth most popular activity (after shopping, visiting pubs, cafes and restaurants, and walks along the Rows).
The competitiveness study estimates that the net economic contribution of Chester’s City Walls to the Chester economy is £20.01 million per annum. This equates to the Walls supporting 307 full-time equivalent employment positions in the Chester economy.
The research also asked for areas where the visitor experience could be improved. 27% of Chester residents interviewed identified improved lighting as an important element. 11% of visitors to the Walls suggested improvements to signs and interpretation would be beneficial.
To help define the Portico work in Chester the research identified initial improvements to be focused on: increased marketing, events on the Walls, improved signage, and enhanced interpretation.