GLAM study key messages
The key messages produced for this toolkit are the backbone to all of the tips and activities aimed at increasing awareness of the GLAM findings. Below, you will find general key messages, sector specific key messages, and useful information on how the GLAM sector compares to other sectors and some regional data.
Click here to download a PDF of the key messages
Key Messages by Sector
General key messages
- To capture the value of galleries, libraries, archives, and museums (GLAMs), a national survey of 2,045 Canadian residents was conducted and the results were released in December 2019.
- The study was commissioned by the Ottawa Declaration Working Group; a consortium of stakeholders co-led by the Canadian Museums Association (CMA) and Library and Archives Canada (LAC).
- The study was conducted by Oxford Economics. The results showcase the incredible value and pride Canadians place in GLAMs. These institutions play a vital role in Canadian society.
- A key finding of this study is that users of these institutions would be willing to spend a total of $4 billion more per year out of their own collective pocket to access them if required — a testament to just how much they value GLAMs. In fact, 96% of respondents surveyed for the study said that museums contribute to our quality of life.
- The value of GLAMs is strong even with those Canadians who don’t visit them.
- When non-visitors over the past 12 months were asked the maximum amount they would pay each year as a donation to maintain all of Canada’s non-profit GLAMs they stated they would support $22 per year for museums, $17 for galleries and libraries, and $14 for archives – this represents an estimated $2.2 billion.
- GLAM visits are associated with a number of important societal benefits including greater literacy, curiosity, innovation, knowledge and creativity, increased rates of volunteerism and a better sense of community.
- GLAMs contribute positively to overall health. In fact, GLAM users report overall health as 14% better than non-users.
- Canadians visit GLAMs in large numbers annually. In fact, GLAMs welcomed more than six times the annual visitors than National Hockey League did during the 2018-19 season (150 million vs. 22 million visitors).
Economic benefits
- Canada gains nearly $8.6 billion a year in economic benefits, in addition to a myriad of social advantages, from the existence of non-profit galleries, libraries, archives and museums (GLAMs). This is comparable to the Canadian wine and grape industry ($9.04 billion) and general aviation industry ($9.3 billion).
- For every dollar invested in galleries, libraries, archives, and museums, Canadian society gets nearly four dollars in benefits — a return that is on par with government investments in transportation infrastructure projects.
- Another way for users to interact directly with GLAMs is through their official websites, online catalogues and social media pages. The study pegged the value of these online visits at $1.6 billion per year, and this was before the COVID-19 pandemic, during which time more museums than ever before have been offering virtual options for the public to engage with their collections.
- GLAMs generate significant educational benefits for Canada, including through school visits which provide children across the country with important learning opportunities. The value of these visits is estimated at $3.1 billion.
Social benefits
- Canadian GLAMs receive in the region of 150 million visits every year, but they are much more than simply visitor attractions. They preserve and promote Canadian heritage domestically and around the globe, while providing access to resources for education, research, learning and artistic creation.
- The GLAM sector feeds the economy and innovation and forms an integral part of the fabric of our nation, benefiting Canadians of all ages, backgrounds and regions.
- The annual value to an average GLAM user is equivalent to $1,440 in improved wellbeing (as measured through health effects). In other words, visiting GLAMs has the same wellbeing effect of receiving a monetary bonus of $1,440 per year.
Industry Comparisons
- GLAMs had more than 70 times the number of annual visitors than CFL games did during the 2019 season (150 million vs. 1.85 million)
- GLAMs had more than 6 times the number of annual visitors than NHL games did during the 2018-19 season (150 million vs. 22 million)
- GLAMs had more than double the number of annual visitors than Major League Baseball games did during the 2018-19 season. (150 million vs. 68.9 million)
- GLAMs contribute four times as much to the Canadian economy than the live performance domain ($11.6-billion vs. $2.8-billion)
- GLAMs are larger than the wine and grape industry in Canada ($11.6-billion vs. $9-billion)
Regional data
The study focuses on the results at the national level. That being said, we asked Oxford whether there were any interesting regional differences or issues that arose in the study.- When we look at regional findings particularly regarding willingness to pay, there are some interesting findings. For example:
- Quebec’s user values for libraries and its non-user values for galleries and archives are the lowest among the provincial results able to be disaggregated.
- Quebec users’ valuation of galleries exceeds that of Ontario’s (and indeed the national average). The same is true for museums where Quebec’s user valuations are also well above the national average (and second only to Alberta’s).
- Ontario’s user valuation of archives is the highest, nationally.
- Smaller jurisdictions such as Nova Scotia and Newfoundland and Labrador and to some extent Manitoba and Alberta appear to have relatively high values for GLAMs . Though some of these results may still be influenced by small samples, it’s possible that smaller communities place relatively high values on GLAMS because of their importance to community life (whereas major urban centres have a wide variety of other diversions/opportunities).
About the study
Oxford Economics was commissioned in 2018 to undertake this study, completed in December 2019 and published in May 2020. The study is based on data available in 2018-19. The study provides an assessment of the value of GLAMs using cost-benefit analysis (CBA) within an economic welfare framework. It takes a Total Economic Value (TEV) approach, which measures the economic benefits accruing not just to direct beneficiaries such as GLAM visitors, but to “non-users” – people who value GLAMs’ existence even if they have not recently visited one.
About Oxford Economics
Oxford Economics is a leader in global forecasting and quantitative analysis. Its worldwide client base comprises more than 1,500 international corporations, financial institutions, government organizations, and universities. Its best-in-class global economic and industry models and analytical tools offer an unmatched ability to forecast external market trends and assess their economic, social and business impact.
Key Messages by Sector
Galleries
- Now, more than ever, is a critical time to ensure that galleries have adequate funding to ensure their financial health.
- A new study commissioned by the Ottawa Declaration Working Group, co-led by Library and Archives Canada and the Canadian Museums Association, found that Galleries contribute millions to the Canadian economy as well as to societal well-being.
- By organizing exhibitions and programming, galleries advance the knowledge, understanding and appreciation of the arts, and help support research and inspire creativity.
- Visiting a gallery is good for your overall health. Gallery visitors have a 35% higher probability of reporting very good/excellent health than non-visitors.
- Art gallery visitors are more involved in the community with 89% higher probability of having volunteered in the past 12 months than non-visitors, even accounting for other factors.
- For every dollar invested in galleries, society gets nearly $4 in benefits.
- The economic benefits of galleries are immense at $1.6 billion/year.
- Galleries offer $435-million/year in educational benefits and a value of $378-million/year in online visits.
Libraries
- Now, more than ever, is a critical time to ensure that libraries have adequate funding to ensure their financial health. Libraries are crucial for access to research resources.
- A new study commissioned by the Ottawa Declaration Working Group, co-led by Library and Archives Canada and the Canadian Museums Association, found that libraries contribute millions to the Canadian economy as well as to societal well-being.
- Libraries are vital to communities across Canada with 100 million estimated visits every year.
- Libraries are fundamental cornerstones for local communities. In addition to providing access to a wealth of resources for reading, education, and research, they help people further their skills, find jobs, and experience a strong sense of place, among many other things.
- Libraries spend millions of dollars on books, journals, and databases, that are then made available to the public for free. They are a precious resource for communities across the country. Libraries provide $3.4-billion/year in economic benefits
- Libraries offer $1.3-billion/year in educational benefits and a value of $636-million/year in online visits.
- For every dollar invested in libraries, society gets over $4 dollars in benefits.
Archives
- Now, more than ever, is a critical time for archives to have adequate funding to ensure their financial health.
- A new study commissioned by the Ottawa Declaration Working Group, co-led by Library and Archives Canada and the Canadian Museums Association, found that Archives contribute millions to the Canadian economy as well as to societal well-being.
- Archives play the fundamental role of providing evidence of past activities.
- Archives preserve records relating to the political, economic and social spheres of life, as well as about achievements in the arts, culture and sports, thereby helping us learn about our history and our society and increasing our sense of identity.
- Archives provide $652-million/year in economic benefits.
- Archives offer $41-million/year in education benefits and a value of $353-million/year in online visits.
- For every dollar invested in archives, society gets nearly $3 in benefits.
Museums
- Now, more than ever, is a critical time to ensure that museums have adequate funding to ensure their financial health.
- A new study commissioned by the Ottawa Declaration Working Group, co-led by Library and Archives Canada and the Canadian Museums Association, found that museums contribute millions to the Canadian economy as well as to societal well-being.
- 96% of respondents surveyed for the study said that museums contribute to our overall quality of life in Canada.
- Museums across Canada welcome an estimated 30 million annual visitors, that’s over five million more than the entire National Hockey League did during the 2018-19 season. (30 million vs. 22 million) Museums provide $2.9 billion/year in economic benefits.
- Museums provide a value of $1.2 billion/year in educational benefits and $277-million/year in value of online visits.
- For every dollar invested in museums, society gets nearly $4 in benefits.