Lowry Theatre in Salford is boosting the Salford visitor economy with its 25th anniversary, within the past year alone, the Lowry has welcomed over one million people through its doors.
With the beloved Salford arts centre marking its 25th birthday with record attendance, its significance to the visitor economy does not go unnoticed. From expanded community programmes and major national cultural partnerships, they are reinforcing the important role culture and creativity are playing in Salford’s growing visitor economy.
Salford City Mayor, Paul Dennett, said: “Salford’s growth over the past century is a story of reinvention. From our industrial origins to a modern, thriving waterfront hub, culture has been at the very heart of our regeneration story. Working with venues like Lowry ensures that our public institutions continue to deliver maximum social and economic value for local people.”
Over 580,000 have attended more than 1,000 performances of 349 different productions, generating a box office income of £16.7 million. Furthermore, an additional 150,000 visits to its galleries, including the LS Lowry collection and the newly launched LOWRY 360 immersive experience which was welcomed in time for World Tourism Day last weekend (September 26).
The Lowry has contributed to painting a much bigger picture for Salford’s visitor economy success story, with the city attracting more than 8 million visitors a year.
Its growing diverse cultural ecosystem also plays a key part.
Having supported almost 10,000 jobs, the destination is now comparable to and known by others throughout the UK, particularly due to its waterfront location by Salford’s MediaCity. Hosting major events, sport, food and hospitality has brought in events like the RHS Garden Bridgewater opening and the Yangzhou Scholars’ Garden opening last weekend.
Councillor Hannah Robinson-Smith, Lead Member for Culture, Heritage, Sports and Leisure at Salford City Council, said: “Lowry continues to be one of Salford’s greatest cultural assets, a place where world class creativity meets a deep sense of community spirit. Its 25th anniversary year shows exactly why Salford is now rivalling some of the UK’s biggest tourism hotspots.”
Salford celebrating its centenary year as a city has also been an opportunity to showcase its assets, as seen by the Salford 100 programme celebrating people, places, history and culture, and will show how Salford’s visitor economy will continue to grow.
Lowry Chief Executive, Julia Fawcett CBE added: “The 25th anniversary year for Lowry was a fantastic celebration of creativity, community and artistic excellence that was enjoyed by thousands of visitors from Salford, Greater Manchester and beyond. We are delighted to have played our role in supporting the city’s visitor economy to grow and helping to ensure that culture is at its heart.”
