AMPS FOR KIDS LIVE CUISINE RESTAURANT LIVE PERFORMANCES CORPORATE EDUCATIONAL WORKSHOPS ARTISTS IN RESIDENCY COMMUNITY COURSES CAMPVE CUISINE RESTAURANT LIVE PERFORMANCES CORPORATE EVENTS EDUCATIONRTISTS IN RESIDENCY COMMUNITY COURSES CAMPS FOR KIDS LIVE CUISINE RES

RFORMANCES CORPORATE EVENTS EDUCATIONAL WORKSHOPS ARTISTS IN RESOMMUNITY COURSES CAMPS FOR KIDS LIVE CUISINE RESTAURANT LIVE PERFOORPORATE EVENTS EDUCATIONAL WORKSHOPS ARTISTS IN RESIDENCY COMMUAMPS FOR KIDS LIVE CUISINE RESTAURANT LIVE PERFORMANCES CORPORATE EDUCATIONAL WORKSHOPS ARTISTS IN RESIDENCY COMMUNITY COURSES CAM

ANNUAL REPORTYear Ending August 31, 2006

February 6, 2007

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Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Introduction by the Chairman and CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Living Arts Centre Board of Directors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Board Committees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Business Affairs Committee

Arts & Entertainment Committee

Audit & Governance Committee

HIGHLIGHTS

Performing Arts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Studio Arts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Communications & Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Fundraising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

LIVE Cuisine/Corporate Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Audited Financial Statements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Living Arts Centre Staff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30

vision & mission statementBy 2008, the Living Arts Centre will be widely known within both Mississauga and the Greater Toronto Area as a unique

contributor to the arts through presentation, production and stewardship and arts education for all ages, pivotal to the overall

well being of the community.

LAC will be noted for providing our community arts organizations a world-class venue for their performance and visual arts

activities that embrace all major artistic disciplines and that reflect the cultural diversity of Mississauga and the Greater Toronto

Area.

LAC will operate with a break-even or better overall financial performance, achieved by sound fiscal management, professional

entertainment and programs with wide appeal; and by ongoing financial support from a wide range of sources, including

foundations, corporations, individuals and municipal, regional, provincial and federal governments.

MISSION STATEMENTTo nurture, foster, encourage, promote and support the presence and development of the performing and visual arts in Mississauga

and the neighbouring communities.

CORE OBJECTIVES

The Board of Directors, staff and volunteers are dedicated to

actively pursuing the fulfillment of this mission and pledge to:

◆ Present high quality performing and visual artists for the

enjoyment and enrichment of all ages. This will include the

presentation of upcoming Canadian talent.

◆ Enrich the community by acting as a catalyst to stimulate

diverse artistic and cultural development within the community

such as through resident companies, festivals, visiting artists,

ethnic programs and special exhibitions.

◆ Enhance community growth and experiences by partnering

with community arts organizations to achieve growth and

diversity of arts in an economically viable manner, such as by

providing access to the Centre's facilities as well as co-operating,

integrating resources and the sharing of information.

◆ Encourage artists to pursue their art forms, showcase their

work, and to assist in teaching and mentoring others by

offering them an opportunity to become resident at the

Living Arts Centre.

◆ Provide diverse educational experiences in performing and

visual arts programming.

◆ Create opportunities and incentives for staff and volunteers

to optimize their contributions towards accomplishing

the goals of the Centre in a challenging and satisfying

environment.

◆ Ensure that one of the goals of the Centre is to move

towards self-sufficiency; operating within a building provided

by the City. Consequently, it will also engage in commercial

activities such as corporate rentals and catering to the extent

necessary to supplement its income. It will also seek support

for its various activities through sponsorships and donations.

◆ Operate in a fiscally responsible manner.

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Ralph Hunter,Chairman

Gerry Townsend,CEOLiving Arts Centre

We are pleased to present our Annual Report for the year ended August 31 2006.

The year was a successful one for the Centre with increased participation in our studio arts activities, more use of our

facilities by arts organizations and others together with increased attendance at the shows we presented in our theatres.

In Studio Arts, community courses, school workshops, spring and summer camps all experienced increased participation and

produced higher revenues. The growth in these activities has been considerable over the past several years and we are

reaching capacity in some areas. In the coming year we will be introducing new programs, experimenting with new

initiatives and expanding our camp programs.

During the year we had a significant increase in the rental of our theatres. Although most of this use continued to be for arts

related activities we had a significant influx of business from film and television shoots. This generated considerable

incremental revenue from both space rentals and provision of technical services.

Attendance at the shows we presented was the highest in several years with an increase in the percentage of available

tickets sold. We continue to strive to achieve the right mix of artists and programs to successfully market to the Mississauga

residents. Our experiment with summer theatre over the last three years concluded with the decision not to continue.

However we will pursue opportunities to cooperate with the City in presenting summer activities in the City Centre area.

We pay particular attention to programming for children. Their participation in both performing and studio arts continues

to increase and we work cooperatively with several school boards to achieve this.

Opera Mississauga had to finally cease operations after its inability to present full scale operas during the last three seasons.

The company had been presenting operas for several years since the opening of the Centre and had developed a loyal

following. We are actively pursuing opportunities to again present opera in Hammerson Hall.

The restaurant and catering operations and commercial room rentals continued to show positive results and this together

with the increased theatre rentals resulted in the financial results for the year being much better than budget. As a result

we were able to set aside $250,000 into a Program Initiatives Fund that we will use to develop new programs in the future.

Our website and increased electronic marketing is showing results as our online sales continue to increase. The subscribers

to our monthly e-newsletter now number in excess of 14,000.

We continued to have strong sponsors for our children's and educational programs. However our success with fundraising

was disappointing and we are developing a fresh approach for the future.

We have a major resource in the quality and dedication of our staff and volunteers and we cannot thank them enough. They

contribute enormously to the success of the Centre.

The Director of the Office of the Arts commences her duties on January 15 2007. We look forward to cooperating with her

both as she develops an Arts Strategy for the City and works on its implementation.

Finally we wish to thank the Mayor, City Council and City staff for their continued support and assistance during the year.

Ralph Hunter Gerry Townsend

Chairman of the Board of Directors Chief Executive Officer

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Councillor Eve AdamsCity of Mississauga

Ward 5

Janice Baker City Manager & CAOCity of Mississauga

Councillor Frank DaleCity of Mississauga

Ward 4

Mike Bullard

Talk Show Host

Jake DheerStation Manager Rogers Television

Chuck EaleyRegional DirectorInvestors Group

Don EdmondsPartner

PriceWaterhouse Coopers LLP

Doug FowlesPresident

Ochiltree Management Inc.

Bob H. McNuttVice -Chairman

Acting Provost &Vice-President Academic, UTM

Les MayerMississauga, Ontario

Councillor Pat MullinCity of Mississauga

Ward 2

Ronald J. NisbetMississauga, Ontario

Councillor Maja Prentice

City of Mississauga

Ward 3

Anthea J. RadfordPresident & CEO

Arjane Governance Group

Lawrence (Larry) F. RodoPresident & CEO

Brinks Canada Limited

Anthony SchwarzStreetsville, Ontario

Richard SchwarzRegional Sales Manager

Canatal International Inc.

Ruben GoulartSecretary

Partner, Keyser Mason Ball

Gerry TownsendCEO

Living Arts Centre

EX-OFFICIO

Cobi LadnerEditor

Canadian House & Home

Ralph Hunter, ChairmanPresident, Hunter-Gray

Financial Services

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Business Affairs

Mr. Don Edmonds (Chair)

Ms. Janice Baker

Mr. Les Mayer

Councillor Pat Mullin

Councillor Maja Prentice

Mr. Lawrence (Larry) F. Rodo

Mr. Anthony Schwarz

Arts & Entertainment

Ms. Anthea J. Radford (Chair)

Councillor Eve Adams

Mr. Mike Bullard

Mr. Jake Dheer

Mr. Chuck Ealey

Mr. Douglas Fowles

Ms. Cobi Ladner

Mr. Ronald J. Nisbet

Mr. Richard Schwarz

Audit & Governance

Mr. Ronald J. Nisbet (Chair)

Mr. Doug Fowles

Mr. Ralph Hunter

Mr. Anthony Schwarz

Registered Address

4141 Living Arts Drive

Mississauga, ON L5B 4B8

Tel: 905.306.6100

Fax: 905.306.6101

Email: info@livingarts.on.ca

www.livingartscentre.ca

Registered Charitable Tax No.136339470RR0001

External AuditorsWithey Addision, LLP

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Fiscal 2006 was a very successful year within the Performing Arts department. Ticket

sales for LAC Presented performances were the strongest that they have been in

recent years, and revenues from rental events and production charge-outs greatly

exceeded budgets primarily due to commercial and film business.

A wide variety of new and returning clients made use of the theatres

presenting a broad spectrum of programming and activities. One of our on-going

challenges continues to be date availability in the theatres. We worked with our

regular community-based clients to select preferred dates before we offered date

selection to new clients from outside Mississauga. We worked to balance the needs

of our returning clients who call the Centre their performing home with those of

new clients looking to present events in the theatres.

TOTAL THEATRE USAGETotal combined usage (including LAC programming, performance rentals, film shoots, rehearsals and corporate

rentals):

◆ Hammerson Hall was used for 203 days. Despite the

cancellation of all Opera Mississauga dates, we still

realized a substantial increase from previous

seasons due in large part to the numerous film shoots

and large commercial productions in the theatre.

◆ RBC Theatre was used for 192 days. This is a slight

increase from last season and is also due to the

increase in commercial activity.

◆ The total number of performances in the Living

Arts Centre theatre spaces was 241, which is a

marginal increase over last season. The number of

shows remained constant while the event days in the

theatres increased, due in most part to the film

shoots and set-up dates for the larger commercial

events.

◆ The average ticket price overall was $29.38.

This is higher than in previous years and is a reflection

of the increase in number of performances that are

more expensive to run (eg. gala events and large scale

commercial performances).

Colleen ClackManager, Performing Arts

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LAC PRESENTSTotal audience for LAC Presented performances was 28,606 which is approximately 4,500 higher than in the previous

year. The percentage of capacity was 66.3%, an increase of 2.4% over the previous year.

The LAC Presented season featured 26 performances in Hammerson Hall for kids, family and adult audiences.

Highlights were performances by Colin Mochrie & Brad Sherwood, two sold-out performances of children's show

Franklin the Turtle, the large touring Broadway production of Cats, and an extremely well received performance with

Colm Wilkinson.

The season in RBC Theatre featured 29 performances under the Relaxed and Wiggle Club Banners. Highlights were

five sold out performances within the Relaxed series including Second City Comedy, Amy Sky, Denzel Sinclaire, Jane

Bunnett and Pavlo. Within the Wiggle Club, the ticket sales were so strong for the Max & Ruby shows that we ran five

sold out performances. Also exciting were the three sold out school shows for The Spirit of Harriet Tubman.

A new initiative for this season was the presentation of classical dance programming in Hammerson Hall beyond the

traditional Nutcracker shows in December. In May 2006 we presented two performances of the fully-staged ballet

production of Cinderella. Ticket sales exceeded expectations, partly due to the packaging of the event with the

Mother's Day brunch. Looking ahead to future seasons, it is part of the long term plan to continue growing and

developing our audience for classical dance programming.

LAC continued the pilot project that was initiated in fiscal 2004 to increase the usage of the theatres

during the summer months. The presentation of summer theatre programming in RBC Theatre did not show an

increase in attendance over the three years for the project and so it was determined that the program will not

continue into the next year. Staff are looking at alternate ways to increase summer activity including working closely

with the City of Mississauga to plan summer festivals and events for the area.

COMMUNITY ON STAGEAs part of our Mission Statement, LAC is to provide our community arts organizations with a world-class venue in

which to present performances. Over 42% of all the performances that took place in the three theatres at the LAC

were presented by local community based arts organizations. This percentage decreased in fiscal 2006 because of the

cancellation of all performances by Opera Mississauga and the replacement of many of those dates with commercial

rentals and film productions.

The community activity within the theatres included performances by our resident tenants:

◆ Mississauga Choral Society

◆ Mississauga International Children’s Festival

◆ Orchestras Mississauga

Other performances included school concerts and recitals, local arts groups presenting annual single and series

performances, dance schools presenting year end recitals, various religious gatherings, community celebrations, and

culturally specific festivals and events.

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COMMERCIAL PRODUCTIONSCommercial organizations increased substantially from the previous year and continue to supplement our rental

activities in the theatres. These include television and film shoots, radio broadcasts, ticketed commercial

presentations, and independently promoted performances. Of particular note was the week long Canadian Idol shoot

that took place in May 2006 as well as the week long booking for the Van Hanh Buddhist show in August 2006 which

was the largest production to ever take place within our theatres.

TECHNICAL AND FRONT OF HOUSE SERVICESThe Technical department continues to provide excellent customer service to all of our clients in the theatres. A major

initiative in Hammerson Hall in fiscal 2006 was the replacement of the sound console with newer and more cutting-

edge technology. The new console is completely digital and is one of the most highly regarded consoles within our

industry. It will continue to meet the high standards of the LAC in live production as well as ensuring that the needs

of the touring artist are met.

The Front of House Team, including Lobby Bar staff, continues to monitor all aspects of the patron’s theatre

experience. The team has been successful in decreasing wait times at the lobby bar and increasing the amount of

detailed information provided to patrons. We continue to monitor that all patron services as well as lobby bar

product pricing are competitive to other theatre venues. We are continuously looking at methods to increase involve-

ment and communication with all patrons before, during and after events to ensure that they experience a high level

of customer service.

VOLUNTEER PROGRAMThe Living Arts Centre currently has over 150 active volunteers in addition to our short-term student volunteer

program and our volunteer Board of Directors. Collectively, our volunteers have contributed over 16,000

volunteer hours. Volunteers supported all of our theatre events, worked

in Laidlaw Hall and our Gift Shop, helped with our summer camps, provided

administration support in our office, conducted tours throughout the

building, and provided assistance at our information booth on a daily

basis. A major initiative in fiscal 2006 was the commission of an art

installation for the Atrium that will commemorate all those volunteers

who have served the Centre for five years or more.

Fred & Zelma MeridewVolunteer of the Year Award Recipients 2006

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In 2005-2006 the Studio Arts department continued to provide community-

centred lifelong learning in the arts through programming that explored the

creative process. The strength of this programming is found in its hands on application

and diversity of offerings in both the performing and visual arts.

This was a year of growth and development as a new staffing structure was

implemented to allow for the expansion in all of our programming areas. This resulted

in increased participation in community courses, camps and corporate and birthday

party workshops. Over 28,650 participated in these programs representing an 18.5%

increase in activity from 2004-2005.

We continued to foster existing relationships with the community and developed

new ones by working with local school boards, community arts groups and not for

profit arts and education organizations, local businesses and individuals. These endeavours supported our goal to

provide creative and relevant programming for the public.

Note: Participation totals include the following programming areas: Community Courses, Camps, School & Teacher Workshops,Exhibitions, Specialty Workshops and Resident Artists.

EDUCATIONAL PROGRAMMING FOR STUDENTS AND TEACHERSStudio Arts engaged 16,560 students and their teachers in hands on curriculum connected school

workshops. This was a 15% increase over activity in 2004-2005. Students and teachers from 154 schools representing

13 different school boards attended workshops. While the Peel School Boards represented our largest audience,

schools attended from as far away as Waterloo. Participation also included students from private, home and

Montessori schools.

Leslie LeaderManager, Studio Arts

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This was a year of program development and provided the groundwork to advertise new and relevant

programming to schools in 2006-2007. For grades k-6, Visual Voyages, was created and piloted within the Centre's

gallery and was designed to explore the elements of art and encourage art appreciation. Drawing with Wire for grades

4-8 and Animation and the Storyboard, for grades 4-10 were created and piloted within our painting and drawing

studio. These new workshops provide expanded opportunities for students and teachers to connect in relevant ways

to the curriculum.

Developing relationships with teachers through professional development is an area of growth. In partnership with

The Creative Arts Learning Partnership, the Centre offered a three part teacher workshop series exploring a variety of

visual arts techniques in the fall of 2005. In partnership with the Canadian Children's Dance Theatre (CCDT) we

created an additional teacher workshop series in the winter to connect with CCDT's school performance. This series

operated outside of the Learning Partnership and was in support of the growing need for increased in-service

opportunities for teachers in the area of dance. 21 teachers from 6 different school boards were engaged in these

professional development programs taking back to their classrooms new and innovative techniques for teaching the

arts.

CAMPS539 children ages 6-16 participated in camp programming in 2005-2006 resulting in a 5%

increase from 2004-2005. This increase was the result of offering additional camp

sessions. All program offerings continued to be popular with both March Break and Summer

Camp running at capacity. New offerings included "Leaders in the Arts" for ages 14 to 16.

This program, targeting youth, was designed to develop confidence, communication, team-

work and problem-solving skills through arts activities. Campers also gained relevant

hands-on experience working with children in our camp environ-

ment. This program will be expanded to a two-week session in

2007, incorporating additional hands-on experience working in

our summer camp setting.

Camp programs would not have been possible without the support provided by work

experience students from local high schools. 44 students from the Peel Region donated over

2,600 hours to the successful operations of camp programming in 2005-2006. Three high

school co-op students from the PDSB completed a 6-week summer placement at the Centre

working over 600 hours with camp programs.

SPECIALTY WORKSHOPSSpecialty Workshops provide unique programming opportunities for the community outside of our regular

programming streams. These include Birthday Parties for children, custom designed corporate workshops and

specialized programming for seniors, service groups and community groups. With a new staffing structure

implemented in January 2006 this area of programming was able to grow and develop resulting in increased

participation and activity. 42 workshops were created and delivered to over 1,100 participants this represented a 80%

increase in programming from 2004-2005. Corporate groups such as Purolator, Kraft Canada, Site Canada, Peel Region

Children’s Centre, Humber College and Davis Design were engaged in unique corporate programming in our

professional studios.

COMMUNITY COURSES AND EVENTSCommunity Courses continued to offer high level programming in professional studio spaces to children, youth,

adults and families. 146 community courses were delivered to 1,400 participants in 2,000 hours of

programming. Operating with an average cancellation rate of 21% this area continues to offer relevant and diverse

programming to its audience. New courses offered included programming for youth in hot glass,

pottery, musical theatre and cartooning. New family and preschool programming was developed and piloted in the

winter and spring as well as a new summer session for adults. Due to the success of these summer courses we will

expand offerings for the summer of 2007.

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COMMUNITY COURSES AND EVENTS (cont.)

This area also supported creative programming for community events such as theMississauga International Children’s Festival, Canada Day and Studio Open Houses. Theseopportunities to further promote the arts, our studios and programs to the general public furthered our success in growing participation and awareness.

EXHIBITIONSExhibitions at the Centre continued to have a community focus showcasing works by localartist groups from a variety of cultural backgrounds, elementary and secondary students as well as the Centre's Resident Artists. These exhibitions were connected to the

Centre's Community Courses, Camps, community events as well as the Mississauga International Children's Festival.Exhibitions showcased works in a variety of media including photography, oil, water colour and pastels, ceramics,textiles, glass, wood, as well as media arts.

In total, the 2005-2006 exhibition schedule saw 8,992 patrons visit seven exhibitions. This visitation was a 17%increase from 2004-2005. In an attempt to increase audience the gallery was opened for selected evening performances and special events. Hosted by a team of dedicated volunteers the gallery could not remain open without their on-going support.

The “Art Talk” Learning Gallery was installed in the summer 2006 providing a new space in which school children canexplore and discuss works created by their peers and local artists. This permanent exhibition provides the foundationfor a new school workshop and further supports our goal to make art accessible to all ages.

RESIDENT ARTIST PROGRAMThe Resident Artist program continued to thrive as enrolment within the wood, glass andceramic studios were at capacity. New residents came into the program in the textile, photo-graphy and painting and drawing studios. Overall for the year 43 different artists, includingartist sub letters and artist assistants, worked within the Centre's studio spaces. Residentscontinued to be an integral part of our programming through their participation in exhibitions, community and corporate events as well as the design andinstruction of Community Courses. Their fine works also supplied the gift shop and wereavailable for corporate commission.

STUDIOSMaintenance and upkeep of the studios is integral to the overall operations of the above programming areas. Theglass studio saw much activity as the furnace was shut down, emptied, inspected and repaired in summer. New recuperators were installed ensuring improved gas efficiency. New storage was installed in the painting and drawingstudio allowing for another resident to work within the space. Work began on setting up the photography studio fornew residents as well as expanded community course and camp programming. With the addition of equipment anda set up for digital photography this studio will be further utilized. The sculpture studio was reorganized to set up apermanent flame working area for the resident artists. Ongoing maintenance took place within the textile, wood, andceramic studios.

GIFT SHOPContinuing to provide an outlet to promote the artistic activities within the Centre, the gift shop showcased fine craftedworks created by the Centre's team of Resident Artists. Fashion and home décor items in wood, glass, textile,photography and metal were displayed. Ongoing improvements to the stores aesthetics, increased variety in the types of works displayed as well as opening the shop during selected performances has helped toincrease visitation and sales in 2005-2006.

STUDIO RENTALSIn an ongoing attempt to increase studio usage the dance, kidspace and painting and drawing studios were availablefor community organizations to rent. 12 community clients held rental contracts and were active in our spaces 355days of the year. The dance studio showed the greatest activity resulting in the space being almost fully rented for theyear. Due to increased programming occurring within the studios it was increasingly difficult in 2005-2006 to accommodate all rentals requests.

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During the 2005-2006 season, the Marketing and Customer Service team

assisted Performing Arts and Studio Arts in improving their results from the

previous season and pursuing increased attendance. We also continued to

promote a wide range of experiences at the Centre through various forms of public

media and other communications. We continued to build stronger

relationships with our patrons by increasing our direct mail campaigns and

frequent targeted email campaigns to our database of patrons from seasons 03, 04

& 05 (13,000 patrons). We mailed out thank you's for past support, a new

season announcement and holiday package offers. In order to attract new patrons,

we reached out to targeted areas of Mississauga (Lorne Park and the City Centre

condo units), distributing 20,000 unaddressed season brochures. This yielded a 2%

return and this campaign will be expanded next season. Already a strong association

has been established with the new Amica Retirement building with a regular group

of residents attending 3 shows this season. A new quarterly patron magazine, Spotlight on the Centre, was introduced

that communicated a consistent message to our key stakeholders and provided awareness of all of the aspects of the

Centre. However this publication proved to be relatively expensive to produce and has been discontinued.

In our ongoing efforts to reach out to the community and establish awareness of the many aspects of the Centre, more

than twenty presentations were made to Rotary & Probus Clubs, as well as Senior Groups and Residences throughout

Mississauga, Brampton and Oakville. In total, the Centre participated in over 50 Outreach events throughout the year.

Partnerships were also developed with the Mississauga Board of Trade as we hosted their Good Morning Breakfast in

November and with Mississauga Tourism to promote our venue to potential tour operators.

Our major advertising medium was the Mississauga News who was also our Media Sponsor. Full page colour ads were

placed in community newspapers in Oakville, Georgetown and Milton as we tried to target our western neighbours.

This garnered 10% of our new patrons. In November, arrangements were made to have CityTV's BT Live Eye broadcast

from the Centre, highlighting our season and studio arts programs. CityTV is Toronto's number one rated morning

television show. Mobile signs continue to be an effective way of advertising for the Centre. Our season brochure,

website and information obtained at the Centre were identified as the top sources of learning about our performances.

➢ 85,000 Season brochures

➢ 45,000 Pocket brochures

➢ 13,000 Holiday Package brochures

➢ 10,000 School Workshops & Performance

brochures

➢ 12,000 Community Course brochures

➢ 6,000 Camp brochures (Summer & March Break)

➢ 5,000 Birthday Party brochures

➢ 2,200 Rental and Catering brochures

➢ 8,000 Spotlight on the Centre (2,000 quarterly)

➢ 100,000 On Stage Playbills

LAC MARKETING MATERIALS:

Gail AndersonManager, Marketing & Customer Service

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Our email database grew to over 14,000 active members. Collection of email addresses is made through the

ticket purchasing process as well as during Outreach events. We achieved 23% of ticket sales through on-line

purchasing (which is an increase of 12 percentage points over last season). New this season was the implementation

of the post-show email to all attendees with an email address. We included a photo taken during the

performance as well as promotional information of upcoming events. This post-show email was well-received and

encouraged by the feedback; we will be implementing pre-show emails for next season. Our website

continues to be a successful broad-based marketing tool with the average number of unique visits climbing to well

over 18,000 each month. New this season on our website was the addition of audio and video clip stream capabilities

to help promote shows.

The box office issued more than 163,000 tickets this season, which is up by more than 18.5% over last year.

We continue to support our resident tenants and community rental groups by including free listings on our website,

monthly e-newsletter, playbill and our marquee sign. We also provide advice to community groups at no charge to

help with achieving sales targets.

WHAT’S INSIDE ...

★ A Message from our CEO

★ Sabine Zafar ~ Volunteer of the Year

★ Glass Blowing with Don MacLennan

★ Orchestras Mississauga

★ Highlights of our Upcoming Season

on the CentreSpotlight

July 2005 Edition

WHAT’S INSIDE ...

★ A Message from our CEO

★ Victor Svenningson, Technical Services

★ Textiles with Saniya Hamad Khan

★ Mississauga Choral Society

★ Our Sponsors Make A Difference!

★ Special Offer

★ Summer Theatre at the Living Arts Centre

★ Camp News

★ Gift Shop

★ LIVE Cuisine

on the CentreSpotlight

November 2005 Edition

Saniya Hamad Khan

Hammerson Hall

Bravo Broadway! Summer Camp

WHAT’S INSIDE ...

★ A Message from our CEO

★ Patrice Lamb, CSR

★ Ceramics with Ishrat Suhrwardy

★ Volunteers at the Living Arts Centre

★ Living Arts Centre Presents

★ Easter Brunch at LIVE Cuisine Restaurant

on the CentreSpotlight

March 2006 Edition

FirstPro Shopping Centres Atrium

Cinderella ~Ballet Jörgen Canada

Volunteers at the Living Arts Centre

WHAT’S INSIDE ...

★ A Message from our CEO

★ Karina Soares, Front of House Coordinator

★ Wood Studio with Britt Olausen

★ Highlights of 2005-06 Season

★ Sounds of Summer...Summer Cabaret Series

★ What’s On Next Year

on the CentreSpotlight

June 2006 Edition

Cedar Clogs by Britt Olauson

Season 2006-07 ~ The Temptations

Living Arts Centre

LAC MARKETING MATERIALS

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THE LIVING ARTS CENTRE ACKNOWLEDGES WITH THANKS THE GENEROUS SUPPORT OF THE FOLLOWING:

PREFERRED SUPPLIER:

MEDIA SPONSOR

YOUR GIFT MAKES THE DIFFERENCECorporate supporters and government agencies make significant contributions to assist in running

the many facets of the Living Arts Centre. With thanks, we acknowledge:

PRESENTING SPONSORS:

PERFORMANCE SPONSORS

R

Our fundraising activities for the 2005-2006 season generated strong support for our programming for children in

performing and studio arts. The corporate sponsors shown below provided much needed assistance in those areas,

The results of our other fundraising efforts over the past few years have been disappointing due to the inherent

difficulties in soliciting financial support for an arts facility supported by the City and the competing demands for

philanthropic dollars in Mississauga.

Our future fund raising efforts will continue to solicit support for specific programming initiatives but will also

encourage corporations active in Mississauga to support our overall activities with non-designated sponsorships at

various levels with identified benefits to the donor.

We continue to receive welcome support from individuals through the Annual Gift Program. An up-to-date list of

these contributors is on our website.

An Arts Presentation grant from the Department of Canadian Heritage supported the Centre's ability to showcase

emerging and well-established Canadian Artists as well as support school performances for elementary and

secondary school children.

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Our lunchtime restaurant business continued to improve. The buffet is popular

and well priced with word of mouth being the main source of new business. Our

evening pre-theatre buffet was also popular although we lost business due to the

cancellation of the Opera Mississauga performances.

In Fiscal 2006, repeat clients represented almost 95% of our rental and banquet

business. Of the 612 corporate clients serviced during the period, only 37 were

first time clients. We increased our efforts to attract new corporate business and

will continue to do so. Our policy is to provide priority booking to our resident

tenants and community arts groups as well as a few major commercial bookings.

Consequently, we continue to forfeit some corporate business due to the unavail-

ability of requested dates.

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The Centre's revenue from operations increased from $4,883,000 in 2005 to

$5,627,000 in 2006 with increases in all Departments.

The operating income for the year in the unrestricted fund was $180,000 compared

to a loss in Fiscal 2005 of $82,000. This improvement was primarily due to increased

income from catering and theatre rentals. The significant improvement in

operations enabled the City of Mississauga to reduce their annual grant to the

Centre from $1,100,000 in 2005 to $500,000 in 2006.

Ending the year with a significant surplus before amortization has provided the

opportunity to set aside $250,000 in a Program Initiatives Fund, to be used for new

initiatives in the arts in which students and arts organizations can participate.

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Gerry TownsendChief Executive Officer

Gail AndersonManager, Marketing &

Customer Service

Alice Burrows, Mary Chan, Jessica Jones, Megan PaulGiselle Acosta, Nkem Anizor, Susan Campbell, Sandra DimitriMartin Edralin, Dany Gehshan, Patrice LambPamela May Marucot, Iona Miranda, Paula PedrazasMelissa Ray, Marcia Soto

John DeMelo, Margaret Duncan, Michael Estacio, Danna EvansMyles Gibson, Jas Grewal, Eva Keith, Lilian Libert, Ken McNeillLeonard Neiman, Stefania Paterak, Sally Rideout Nicole ShawKarina Soares, Victor SvenningsonTheatre Stagehands provided by NASCO Services Ltd.

Joel Alexander, Lisa Bassett, Sandra Degli Angeli Suzanne Einstoss, Sally Frater, Kemayla FlemingChristine Mitchell, Kathryn Stelmack

Grace Aldea, Nelum Dissanayake, Victoria HolganzaMariette Rajkumar, Anne Marie Solleza

Sofia Amaro-Elliott, Anne Parker, Robin HowarthPeter Colberg, Beata Kij, Alba Noronha, Esther Ortiz

Colleen ClackManager, Performing Arts

Leslie LeaderManager, Studio Arts

John GunnManager, Finance &

Administration

Rocco VallerianiManager, Food & Beverage

Steve Draper, Joe CesarioSabina Lamanna, Nishila Lalany

Jamie Hillis, Matt Petri

City of Mississauga ServicesInformation Technology

Human ResourcesOperations

Suhara AmithExecutive Assistant to CEO

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LIVING ARTS CENTRE4141 LIVING ARTS DRIVE, MISSISSAUGA, ON L5B 4B8 TEL: 905.306.6000 FAX: 905.306.6101

www.livingartscentre.ca

© Copyright Living Arts Centre MississaugaReproduction in whole or in part without permission is prohibitied.