Attitude Review 09-10

Annual Review

2009 - 2010

Chair’s Review

2009 to 2010 was Attitude is Everything’s second year of operation

as an independent Charity and Company Limited by Guarantee.

I am proud to report the following achievements.

World music stars from Mali, Amadou and Mariam, agreed to

become our patrons in June 2009 and Drugstore became our

patrons in September 2010.

The “Access Toolkit” was awarded the London 2012 Inspire Mark

because it was judged to have the potential to make a real and

lasting impact on nationwide celebrations leading up to the Games.

To coincide with the Access Toolkit, we ran a very successful series

of Disability Equality Training courses for Outdoor Arts and Events in

the South East.

Both projects were funded by Arts Council England and SEEDA’s

Accentuate Project. In particular, I would like to thank Caterina

Loriggio who was instrumental in assisting us to develop our

training programme.

After working in partnership with Glastonbury Festival to improve its

access on-site and recruiting Deaf and disabled stewards for their

volunteer teams since 2005, Club Attitude was asked to present an

afternoon showcase on the Dada Stage at Glastonbury 2009. The

Glastonbury Showcase was an important development for Attitude is

Everything. Previously we have just improved access for Deaf and

disabled customers. Now we are actively changing the access and

providing opportunities for Deaf and disabled artists. The Showcase

was covered extensively in the media and drew one of the best

crowds of the Saturday afternoon.

I would like to thank our partners Continental Drifts for not only

giving us the opportunity to showcase our work at Glastonbury,

but for also supporting our artists and the Club Attitude team whilst

they were working.

Glastonbury Festivals also donated £7,500 to us this year. I extend

my thanks to Michael Eavis and Claire Elsam, not only for this

donation, but for working so closely with us to develop the

Glastonbury Stewarding Project.

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We ran several successful Stewarding and Information Tent projects

with Festival Republic and once again, they generously donated

£8,500 to us. We have such a strong partnership with this

organisation and I am grateful to Melvin Benn, Sharon Reuben

and Ola Nilsson for all their support.

I would like to highlight the Arts Council England’s continued support

of Attitude is Everything. Everyone on the team acknowledges that

their significant increase of funding has enabled us to reach out to

more Deaf and disabled people, and to support more venues and

festivals to become accessible. We also wish all the very best to

Sian Williams from the Diversity Department, who left her post in

January 2010. Sian has been a great Lead Officer over many years,

and assisted us at key points in our development.

We are looking forward to working with our new Relationship

Manager at Arts Council England, Milica Robson, when we move

into the Music Unit from April 2010.

I am immensely grateful to all our donors and sponsors as without

them, we would not be able to run our projects and services.

I would like to thank all of our patrons,

Board of Trustees, staff, Mystery

Shoppers, and stewards and Information

Tent workers for being actively involved

and for the passion that they have for

our fantastic organisation.

Derek Garland, Chair

Derek Garland

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Achievements in 2009 - 2010

After completing our first year as an independent charity and establishing

the brand of Attitude is Everything, 2009 - 2010 was a period of crucial

development for the organisation.

We continued to work with a range of charities and other organisations to

pursue our charitable aims, but the key partners were Independent Street

Arts Network (ISAN), SEEDA’s Accentuate Project, Jazz Services,

National Arenas Association, Continental Drifts, Festival Republic,

Glastonbury, Southwark Council, Oxfam and the Association of

Independent Festivals (AIF). We also assisted a total number of 211

organisations with a mixture of services that included giving specialist

advice, giving Disability Equality Training, assisting with the development

of Action Plans, giving guidance via Mystery Shopping feedback reports,

Access Auditing, and providing Stewarding and Information Tent services

at particular festivals. This was a tremendous achievement as our

Business Plan target for 2009 - 2010 was to assist 75 organisations.

During the second year of operation, we either comfortably achieved, or

exceeded, the large majority of our targets for this financial year’s

Projects and Services that were set in our Business Plan.

Charter of Best Practice

There are 3 levels – Bronze, Silver and Gold – to the Charter of Best

Practice. Music venues and festivals who sign up to the Charter agree to

reach each level, improving access and raising staff awareness through

training as they progress. Our aim was to have 10% of venues move up

from the Bronze to the Silver level of the Charter. This was easily

achieved with KOKO, Nottingham Arena and the Royal Albert Hall moving

up to the Silver level.

In addition, we signed 3 new venues to the Charter - The Sage

(Gateshead), The Studios (Hartlepool) and The Roundhouse

(Camden) - and they worked their way through the Bronze level

(with the exception of The Sage, who went straight in at the Gold

level).

This makes 30 Charter Venues and 5 Charter Festivals.

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Aberdeen Press & Journal Arena

Band on the Wall (Manchester)

Bournemouth International Centre

Brighton Dome

O2 Bristol Academy

O2 Brixton Academy (London)

Cambridge Junction

Camden Centre (London)

Cardiff International Arena

Colchester Arts Centre

Earls Court & Olympia (London)

O2 Glasgow Academy

Hallam FM Arena (Sheffield)

O2 Islington Academy

King’s Hall Exhibition &

Conference Centre (Belfast)

KOKO (London)

Leadmill (Sheffield)

LG Arena (Birmingham)

National Indoor Arena

(Birmingham)

Nottingham Arena

Odyssey Arena (Belfast)

Roadmender (Northampton)

Scottish Exhibition and Conference

Centre (Glasgow)

Roundhouse (London)

O2 Shepherds Bush Empire

(London)

The Brighton Centre

The Royal Albert Hall (London)

The Sage (Gateshead)

The Studios (Hartlepool)

Wembley Arena (London)

Venues

Liberty Festival

Guilfest

Big Green Gathering

Reading and Leeds Festivals

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Festivals

“The training we have received from Attitude is Everything has

been of enormous value - increasing staff knowledge and

awareness, as well as helping us to develop workable policies on

access at KOKO. We have had fantastic feedback and are very

proud of the progress we have made. A rolling training

programme is now in place to ensure standards remain high.”

Mike Hamer, Operations Manager, KOKO

Mystery Shopping

Remaining at the heart of Attitude is Everything’s Vision and Values, thenumber of our volunteer “mystery” disabled and Deaf clubbers and gig-goersexpanded to 100, almost doubling the total number of Mystery Shoppers thatwe had during the financial year of 2008 to 2009.

They continued to provide feedback on the accessibility and overallexperience at music venues and festivals across the UK. 128 feedbackreports were completed.

We also began trialling our new “Premium Mystery Shopping” service at 3 ofthe festivals included in the Access Toolkit and at 2 festivals that were part ofthe Association of Independent Festivals (AIF) – Belladrum and Field Day.We offered a bespoke feedback form where Mystery Shoppersconcentrated on particular features that each festival wanted evaluating, orcompleted short interviews with the festival production teams.

Disability Equality Training

We ran 23 Disability EqualitySessions for a cross-section ofartists, producers, programmers,managers, Local Authority Officers,students and stewards from theLive Music and Outdoor Artssectors.

We created two new types oftraining as part of this service.The first type was a specificDisability Equality Trainingcourse for Outdoor Arts andEvents. Thanks to funding bySEEDA’s Accentuate Project, wetrialled this course in the SouthEast region.

86 people benefited from the training and 68 organisations were representedat the sessions in the South East region. The participants stated that:

• They had received comprehensive coverage of the relevant issuesaffecting access and involvement

• They were now confident to implement short, medium and long termplans to improve the engagement and experience of Deaf anddisabled artists and audiences

• They anticipated that the training would assist them to broaden theiroutreach work and this was likely to attract increased funding,securing their future work

• They felt that more Deaf and disabled visitors would visit the region to attend their events when they implemented the lessons learnt intotheir planning and execution

The training was so successful that Southwark Council’s “Southwark

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Paul & Phillippa Hofmeyer-Bembridgeat Reading Festival 2009

Revealed” programme and The Western Wedge (a consortium of 7 LocalAuthorities in West London) bought this training package.

The second new type of training was for individual music organisations,festivals and music venues to develop their organisational DisabilityAction Plan. We piloted this with Jazz Services and this was extremelywell-received by both staff and Board members there.

Access Auditing

Our service determined which physical and sensory improvements andchanges in policy would be most beneficial to both venue and customer.We completed two Access Audits – St. Pauls Carnival in Bristol (part ofthe Access Toolkit) and the head offices of Jazz Services in London.

Club Attitude

2009 to 2010 was a tremendous year for ClubAttitude! As well as hosting 3 Club Attitudeevents – our first ever Glastonbury FestivalShowcase, Club Attitude On the Decks at theBig Chill Bar and our Club Attitude / GlobalLocal live band night at Cargo - wecollaborated with Pigpen, a live band nightpromoted by Gabriel, a disabled promoter, atThe Macbeth pub in Hoxton.

We had been considering ways of developing a festival presence for ClubAttitude for some time and Continental Drifts gave us an excitingopportunity to do that at the UK’s most high profile festival - Glastonbury.We presented a Club Attitude afternoon on the Dada Stage. We utilisedas much of the bill as possible for disabled artists (Spaceships Are Cool,Al Cool and the Stranger Wines, Heavy Load, Jamie Renton from ChilliFried, and the Deaf Rave DJ’s and MC’s), whilst securing 1 more highprofile act to headline – Yes Sir Boss.

The stage was augmented by inclusive facilities both backstage and frontstage, BSL interpreters Kyra Pollitt and Rob Skinner signing the lyrics,and volunteers from Attitude is Everything’s Stewarding Project assistingthe crowd.

All in all, the showcase was a great success and all the included artistsfelt it to be a real highpoint of their careers to date. It was coveredextensively in the media with feature articles appearing in The GuardianGuide, Clash Magazine, Learning Disability Today and Disability Now, aswell as online at NME.com, BBC News and The Guardian.

Impressed by the Glastonbury Showcase, Continental Drifts asked us to collaborate with us again and they invited us to be part of their“Global Local” scheme. This was aimed at promoting different musicgenres to the festival market, and funded by Arts Council England and thePRS Foundation.

The core elements were to have a showcase gig at Cargo(with festival promoters actively encouraged to attend),a show on Resonance FM and a CD sampler of our

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“For the first

time, one of the

stages has been

given over to

disabled artists.”

Ian Youngs, BBC

News Website.

Yes Sir Boss,Glastonbury Showcase

Spaceships Are Cool,Glastonbury Showcase

Simon Spence from La Rebla Fam, Club Attitude/Global Local night

The Deaf Rave Crew,

Glastonbury Showcase

Jamie Renton,

Glastonbury

Showcase

Al Cool and the Stranger Wines,

Club Attitude/Global Local night

2009 – 2010 in pictures

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DJ Chinaman, Club Attitude on the Decks

Heavy Load,Glastonbury Showcase

Ally Craig,

Club Attitude/Global Local night

DJ Ritu, Club Attitude on the Decks

Al Cool and the Stranger Wines,

Glastonbury Showcase

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Darren Hayman, Club

Attitude/Global Local night

roster of Deaf and disabled artists. In addition, Continental Drifts activelypromoted our acts to festival promoters through their season’s catalogueand website.

Disabled artists Al Cool and the Stranger Wines, Bug Prentice, Deaf Raveand Jamie Renton performed, with Darren Hayman headlining. It wasfantastic to make the connection once again with Darren as he launchedthe original Attitude is Everything project in September 2000.

Our show on Resonance FM was broadcast in November 2009. TheAttitude is Everything team each picked a track by a disabled artist to playand explained why it was inspirational. Al Cool and the Stranger Winesplayed live and the show was so well received that we were offeredanother show in 2010.

DJ Ritu agreed to headline our Club Attitude on the Decks night at the BigChill Bar in December 2009, sharing the line-up with disabled artists DJVoid, Jamie Renton and DJ Chinaman.

Deaf and Disabled People’sStewarding Project

This particular project continued tocreate volunteer and employmentopportunities for Deaf and disabledpeople at major music festivals in the UK.

We recruited a team of Deaf anddisabled stewards to become part ofthe official stewarding teams ofOxfam, Glastonbury and SFMSecurity Consultants (LibertyFestival). Attitude is Everything alsoran Information Tents, staffed byvolunteers, in the accessiblecampsites at 4 festivals with thepurpose of providing support for Deafand disabled customers whilst they were on-site.

We organised teams at Liberty, Glastonbury, Latitude, Reading and LeedsFestivals, in partnership with Greenwich and Docklands Festivals, theGreater London Authority, Festival Republic, Glastonbury Festivals andOxfam. We also added the first ever Sonisphere to our portfolio, working inpartnership with Kilimanjaro to achieve our goals.

Marketing to Deaf and Disabled Audiences

As a result of our work with ISAN and SEEDA’s Accentuate Project, many

more companies and organisations came to us for advice to make their

promotional material accessible, and to increase the numbers of Deaf and

disabled audiences at their events and festivals.

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Daniel Linger stewarding atGlastonbury 2009

Representation on Disability Issues

Our Chief Executive returned to lecture on the first year Events

Management course at Bournemouth Arts Institute whilst members of the

Attitude is Everything team presented at 7 other events, seminars and

conferences. These were: Buckinghamshire and Chilterns University

(Diploma in Crowd Management), LOCOG Accentuate Presentation Day

– South East, ISAN 2009 Conference, ISAN Advocacy Meeting

(Manchester), ISAN Advocacy Meeting (London) and the Association of

Festival Organisers Conference.

The Cultural Olympiad, 2012 and the Outdoor Events Sector

During 2009 - 2010 we completed our work on ISAN’s 2 year Advocacy

Programme to actively encourage Deaf and disabled artists and

audiences to engage in the Street Arts sector by:

• Carrying out Disability Equality Training and

Access Auditing for St. Pauls Carnival in Bristol

(thus adding a dedicated Carnival Section to the

Access Toolkit)

• Sending our Mystery Shoppers to evaluate

Paradise Gardens, Winchester Hat Fair and

Stockton International Riverside Festival

• Running a series of Disability Equality Training

sessions for SEEDA’s Accentuate Project

• Assisting ISAN to publish the Access Toolkit

In March 2010, the “Access Toolkit: Making Outdoor

Arts Accessible to All” was launched at the National

Theatre by Sir Tony Hall and Paralympian Ade

Adepitan. As the Chair of Attitude is Everything

mentioned in his Review, the Toolkit was awarded the

London 2012 Inspire Mark.

Our work with ISAN, SEEDA’s Accentuate Project and the Liberty Festivalmeant that we continued to influence the Cultural Olympiad and 2012 tobecome inclusive to all.

Attitude is Everything’s Volunteers

We rely heavily on the good work of volunteers, primarily our MysteryShoppers. Our team of 100 completed a total of 92 venue reports and 36 festival reports. We estimate that they have volunteered 1180 hoursover the course of the year. The other large group of volunteers are ourDeaf and disabled stewards, and Information Tent workers. Betweenthem, we estimate another 704 hours of volunteering. In total thisequates to 1,884 volunteer hours and over £11,000 of in-kind income not included in these accounts.

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St. Pauls Carnival,

Bristol

The full Annual Report and Accounts for the year to 31st March 2010,

which include the financial statements and an unqualified report from

our independent examiner, can be obtained from Attitude is Everything

on request.

How Attitude is Everything was funded in 2009/2010

How Attitude is Everything applied its 2009/2010 income

Grants awarded

73%

Donations

8%

Income from

charitable activities

7%

Other generated income

11%

Charitable activities

81%

Generating income

15%

Governance

4%

To reserves

0%

Financial Statements12

Statement of Financial Activities

Year to 31st March 2010

Income 2010 2009

£ £

Voluntary income 185,136 133,155

Incoming resources from charitable activities 14,851 35,195

Other income 23,561 15,033

Total incoming resources 223,548 183,383

Resources Expended

Costs of charitable activities:

AIE Charter 32,590 20,499

Mystery Shopping 24,318 23,878

Disability Equality Training 42,046 12,406

Access Audits 5,438 16,397

Club Attitude 13,483 23,132

Other charitable activities 64,781 29,343

182,656 125,654

Costs of generating funds 35,079 25,879

Governance costs 8,610 16,570

Total expenditure 226,345 168,102

Net income for the year -2,797 15,281

Balance Sheet at 31st March 2009

2010 2009

£ £

Fixed Assets 1,513 1,639

Debtors and other current assets 15,681 30,915

Cash at bank and in hand 71,206 70,784

less: current liabilities 13,581 25,722

Total Assets 74,819 77,616

Funds:

Restricted funds: 0 0

Unrestricted funds:

Designated fund 3,758 4,378

Fixed Assets 1,513 1,639

General fund 69,548 71,599

Total Funds: 74,819 77,616

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Arts Council England – the

Diversity Department and the

Music Unit

Academy Music Group (AMG)

Accentuate Project

Age Concern Camden

Alan Kerr

Association of Independent

Festivals

Association of Festival Organisers

Big Chill Bar

Cargo

Channelfly

Continental Drifts and Global Local

Debbie Warren

Festival Republic

Glastonbury Festivals

Greater London Authority

Greenwich and Docklands

Festivals

Independent Street Arts Network

(ISAN)

Interchange Legal Advisory

Services

Jazz Services

Kilimanjaro

Liberty Festival

LOCOG (London Organising

Committee of the Olympic and

Paralympic Games)

MAMA Group

Musicians Union

National Arenas Association

Oxfam

Paradise Gardens

Pig Pen

Remarkable Productions

Resonance FM

Shape

SFM Security Consultants

Sonisphere

Southwark Council Arts and

Events Team

South East Regional Development

Agency (SEEDA)

Steph Cutler

Stockton International Riverside

Festival

St. Pauls Carnival, Bristol

The Western Wedge

Tower Hamlets Council Arts

and Events Team

Winchester Hat Fair

Workers Beer Company

All the Charter Venues and Festivals

All of our volunteer Mystery Shoppers, Stewards and Information

Tent workers

All the Outdoor Events Teams, organisations and individuals who

contributed to the Access Toolkit

All the Local Authorities and venues who assisted in the organizing of the

SEEDA Disability Equality Training, as well as everyone who took part in it

All of the artists and BSL interpreters who have appeared at Club Attitude

during 2009 and 2010

All of our families and friends who give up their time to support us

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Attitude is Everything would like to thank

Mission

Attitude is Everything improves Deaf and disabled people’s access

to live music by working in partnership with audience, artists and the

music industry to implement a Charter of Best Practice across the UK.

Attitude is Everything are ...

Staff:

Suzanne Bull Chief Executive Officer

Graham Griffiths Business and Operations Manager

Lisa Ommanney Project Manager

Amy Houston PA to CEO (until March 2010)

Dawn Noah PA to CEO (from March 2010)

Pete Coleman Book Keeper (until Sept 2010)

Steve Willcox Finance Officer (from Oct 2010)

Mandi Peers Mystery Shopping Co-ordinator

Fred Williams Website Editor

Graeme Wall Club Attitude Promoter

Margaret Kwafo Cleaner

Board of Trustees:

Derek Garland Chair

Paul Bonham Vice Chair (Elected with Treasurer

responsibilities Dec 2009)

Troi Lee

Maria O’Shodi

Nigel McCune

Stephen Reid (Appointed Dec 2009)

Millicent Nwadiaro (Appointed Dec 2009)

Patrons:

Robert Wyatt

Alan McGee

Blaine Harrison

Susan Hedges

Mat Fraser

Amadou & Mariam

Drugstore (Appointed September 2010)

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Attitude is Everything

54 Chalton Street

London NW1 1HS

+44 (0) 207 383 7979

[email protected]

www.attitudeiseverything.org.uk

www.myspace.com/attitudemyspace

www.facebook.com/attitudeiseverything

www.twitter.com/attitudetweets

Patrons: Mat Fraser • Amadou and Mariam • Robert Wyatt •

Susan Hedges • Alan McGee • Blaine Harrison • DrugstoreRe

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