Capital of Culture transforms perceptions of Liverpool, researchers find

Liverpool, UK - 12 March 2010: University researchers have found that Liverpool's historic stereotypical image, often associated with social deprivation, has been replaced by a renewed emphasis on the city¿s contemporary culture and creative assets as a result of its year as European Capital of Culture. Impacts 08 - the Liverpool Model, is a five-year research programme that has assessed the social, cultural, economic and environmental impact of Liverpool's status as European Capital of Culture 2008 on the city, its people and its wider effects on the North West. The programme, commissioned by Liverpool City Council, examined the progress and impact of Capital of Culture from the period of the bid through to the preparation stages, 2008 and beyond. The final report will be launched and debated at a major international conference at the University of Liverpool on Friday, 12 March. Researchers from the University of Liverpool and Liverpool John Moores University found that the combined local and national media coverage of Liverpool's cultural offering more than doubled since the award was announced in 2003 and, for the first time in decades, in 2008, positive stories on the city's cultural assets dominated over the traditional, negative emphasis on social issues. By the end of 2008, 85% of Liverpool residents agreed that the city was a better place to live than before the European Capital of Culture award. The team also found that 99% of visitors to the city liked the 'atmosphere' and 'welcoming' feel of the city, well above the response in other UK popular tourist destinations and previous years' findings for Liverpool.