A major new national study led by the University of Warwick is set to uncover the true economic and wellbeing impact of the thousands of volunteers who bring theatre, music, dance, and comedy to village halls and rural communities across England.
Rural touring is known to reach more than 300,000 people each year and generate over £1 million in ticket sales, yet the full picture of the contributions made by volunteers in off-the-beaten-track village halls and community centres has not previously been measured.
Now, researchers at Warwick have partnered with the National Rural Touring Forum, supported by Arts Council England, to find out how the work of this unseen cultural volunteer workforce strengthens rural economies, supports small businesses, reduces isolation, and enriches personal wellbeing.
Dr Vishalakshi Roy, Associate Professor in Creative Industries at the University of Warwick, said: "Behind every local show is a dedicated team of volunteers committed to keeping their community thriving. Rural touring is a vital and much-loved part of our local cultural life, but the hugely positive impacts of cultural participation on wellbeing, as well as the significant boost to local economies, are often overlooked. Our research project will provide clear evidence to national and regional policymakers of the economic and wellbeing impact made by rural touring, and help to strengthen the case for sustained investment."
Over the next year, the study will ask volunteers to take part in a national survey, helping to build the most comprehensive evidence to date of how rural culture contributes to financial resilience and community life.
Abigail Reeve, Director, National Rural Touring Forum said: "This is a crucial piece of work which focuses on the legions of people who work tirelessly to bring culture to rural areas. We are excited to partner with the University of Warwick and highlight this community of volunteers who work wonders yet often don't get the credit they deserve."
Paul Kaynes, Senior Manager, Touring, Arts Council England, commented that "This new research shines a light on the crucial impact rural touring has on community wellbeing and local economies, and on the volunteers who make it all possible. Arts Council England is proud to support this work, alongside our own ongoing investment in rural touring, to ensure outstanding cultural experiences reach communities across the country."
