Agenda item

Report of the Superintendent.

The Committee considered a report of the Superintendent relative to a review of the Affordable Art Fair on Hampstead Heath in November 2012 and proposals beyond 2013. 

The Superintendent commented on the success of the 2012 event which attracted over 18,000 visitors over the course four and a half days and which led to the sale of £2.8m of art work being sold by the 107 exhibitors.  With reference logistical issues associated with staging the event, it was noted that some problems had been encountered in respect of the marquee contractor but that similar problems were not anticipated in 2013. 

In respect of costs, the Superintendent confirmed that the event was profitable and in June 2013, the position was expected to be further strengthened as the Affordable Art Fair sought to link into other community events.  Whilst some scepticism was expressed regarding the costs associated with marketing and staffing and it was suggested that the City of London Corporation should explore the opportunities to increase its fees in future years, it was noted that the event had been most successful and that this bode well for future events.

A Second Event Proposal (Contemporary Garden Fair) from the Affordable Art Fair was tabled at the meeting, outlining a possible option to deliver a second event that would be held in the same temporary structure constructed for the Affordable Art Fair in 2014.  It was noted that the Affordable Art Fair had undertaken a significant amount of research and it was felt that the 2nd event would be of significant interest and therefore benefit not only to the local community and Hampstead Heath but also to the City of London Corporation in terms of generating additional revenue.

RESOLVED - That:-

(i)         the Committee note the success of the 2012 Affordable Art Fair in welcoming 18,500 (adult) visitors to the Heath and raising additional income to support management of the site;

(ii)        the Committee note the plans that are underway with regards the June 2013 event; and

(iii)       the Committee support, in principle, the hosting of another event on the back of the Affordable Art Fair in June 2014, subject to consideration of a more detailed report later in 2013.