Liverpool legacy refines Eurovision's politics of place
Published: 29 January 2024
Commentary
University of Glasgow's Dr Michael Howcroft aided in uncovering the soft-power implications of Liverpool's Eurovision 2023 hosting in a recent research project.
As Liverpool prepares to pass the Eurovision key to Sweden in just a few days, the official report has affirmed that the city has fundamentally transformed the way the contest is hosted.
Commissioned by the British Council, in collaboration with Liverpool City Council and the Department for Culture, Media, and Sport, the report conducted extensive research, utilized case studies, and conducted an international survey. The focus was on evaluating the impact of the event on future visits, new business opportunities, and reputational enhancements for both Liverpool and the UK.
Led by the University of Hull, in collaboration with consultants including Dr Michael Howcroft from the University of Glasgow’s Urban Studies team, the research delved into the intricacies of the Eurovision Song Contest. Dr Howcroft emphasised Liverpool's unique approach, stating, "Liverpool’s vision for achieving positive impact from the opportunity has redefined the event’s politics of place in ways that can inspire future hosts." 
The report recognises Liverpool's role in setting the stage for future hosts to communicate key narratives to a global audience, going beyond a mere arena show. The extensive host city program, combined with the BBC's high-quality output and the support of the UK Government, boosted Liverpool’s reputation as a city of music and a leader in event evaluation.
Praising the EuroFestival program, a first for a host city, the report notes Liverpool's success in forging creative partnerships with Ukraine through 24 new artistic commissions. The city-wide embrace of Eurovision, reflected in businesses and residents flying flags, contributed to a positive and inclusive atmosphere, aligning with Liverpool's values of warmth and friendliness.
Surveying over 5,000 people from various countries, the report highlights that a third of respondents expressed an increased likelihood to visit the UK and Liverpool after Eurovision 2023. Liverpool's evaluation methodology, a first in itself, showcased the event's economic impact, generating £54 million for Liverpool City Region and welcoming 473,000 visitors.
The report suggests future host cities adopt Liverpool’s evaluation approach, citing it as a blueprint. Liverpool's achievement has positioned it internationally not just as a city associated with The Beatles but as a leader in hosting large-scale events with an ambitious and creative approach.
Liverpool will officially hand over the Eurovision key to Sweden at the Insignia event in Malmö on January 30. Eurovision Minister Stuart Andrew and Liverpool City Council leader, Councillor Liam Robinson, expressed pride in the event's impact, acknowledging its economic, cultural, and diplomatic legacy. Robinson emphasized that Liverpool's Eurovision approach should serve as a blueprint for future host cities, allowing them to tell their own compelling stories.
Read more the University of Glasgow news webpage.
Image courtesy of Liverpool City Council
First published: 29 January 2024