‘Once they are here it is up to us to show them everything else that is on offer’
It is the project that has helped change the face of Dundee’s waterfront and transformed perceptions of the city at home and abroad before it has even opened its doors.
Existing cultural institutions have seen unprecedented worldwide attention focused on the city since work began on the its £80.1 million V&A attraction three and a half years ago.
But they also know the city is about to enter a pivotal period in its history with the pressure to capitalise on the boom in tourism that the V&A is expected to deliver.
Among the key challenges are ensuring other cultural attractions can benefit from the V&A opening and persuading visitors to extend their stay.
There is also an acknowledgment of the importance of ensuring as many people as possible benefit from the city’s culture boom and how vital it is for Dundee that its “soul” and “spirit” are not lost.
Beth Bate, director of the Dundee Contemporary Arts centre, which opened in 1999, said: “V&A Dundee has already had a huge impact on the city, with communities and audiences across Dundee involved in brilliant projects and learning programmes that have used design to inspire and connect people.
“Its high profile has also had a positive impact, with the spotlight on Dundee and the many cultural organisations who’ve helped drive forward regeneration and tourism.
“The next five years will be crucial, as V&A Dundee is welcomed to the family of cultural organisations in the city, embeds itself in life here, and plays a key role in this latest chapter in the story of Dundee.
“It can act as a beacon, develop long-term partnerships with organisations and communities in the city, profile the design story of Dundee and Scotland by working corroboratively with designers, and help ensure that the positive impact created by cultural regeneration reaches as many people as possible.
“I don’t think the city should be looking to transform itself. Its heart, humour and fortitude, along with a tremendous spirit of collaboration and coming together, are 0 Beth Bate says the V&A has already had a huge impact
what have brought us here. We know there are key issues that need tackling - we can be a city leading the way in demonstrating how culture and the creative industries can address these.”
Anna Day, manager of the Dundee Unesco City of Design project, said: “The V&A is part of our journey to self belief, as a city. It’s not the only thing that has helped us Dundonians to feel a sense of pride in who we are and where we live, but it’s certainly an important chapter in our book. In terms of how we’re seen from the outside world, the V&A has been totally transformational. It’s opened the door to journalists and tourists to have a reason to visit. Once they are here it is up to us to show them every thing else that is on offer.
“It allows us a platform to shout from, a stage that we can invite the world to see Dundee. We have incredible talent here - design, art and much more.
“The V&A will showcase that talent and will allow it to flourish.thoseopportunitiesmean more people will move here, which allows us to grow and diversify. We want to make sure we don’t lose the soul of the city, that we keep hold of what is special about Dundee.
“The V&A effect will bring people to Dundee – over the next five years we need to develop our culture attractions – both for Dundonians and visitors – to be accessible and open to all, so people want to stay here for longer.” Professor Paul Harris, Dean of Duncan of Jordanstone College of Art & Design, said: “The V&A is already having an enormous impact on tourism and hospitality. There are many more overseas tourists in Dundee nowadays than ever before. New hotels and restaurants seem to be opening all over the city centre, Perth Road and waterfront areas.
“Food, drink and cultural providers need to make sure they really work at providing an exceptional level of service. Other cities, such as Dublin, do this so well. Dundee needs to compete if the V&A is to be truly capitalised on in order that people come back again.
“I see no reason why a city like Dundee, with the V&A, some fabulous hospitality, and fantastic scenery and attractions in very short travelling distances, can’t become a truly ‘must do’ international destination.”