Monash Arts and Culture Strategy - City of Monash | Monash ... · due for renewal in 2015/2016....
Transcript of Monash Arts and Culture Strategy - City of Monash | Monash ... · due for renewal in 2015/2016....
monash arts and culturestrategy
2
monash arts and culture strategy 2015-2018
Contents
Overview 3
Introduction .................................................................................................................................. 4
What is Arts and Culture? ............................................................................................................... 5
Council Context ............................................................................................................................... 6
Monash Community ....................................................................................................................... 7
Arts and Culture in Monash ......................................................................................................... 10
What We Do ............................................................................................................................... 11
Section Two: Methodology 13
SummaryofConsultation ............................................................................................................. 13
Online Survey ............................................................................................................................... 14
Community Forum ........................................................................................................................ 15
StaffForum ................................................................................................................................ 16
ImplementationofthisPlan ......................................................................................................... 16
Section Three: Strategy 17
Theme1:CreativeExpressionandParticipation ........................................................................ 17
Theme2:PromotionandMarketing ........................................................................................... 18
Theme3:Partnerships,CollaborationandNetworking ............................................................. 19
Theme4:VenuesandFacilities ................................................................................................... 19
Section Four: Action Plan Year 1 (2015-2016) 20
Theme1:CreativeExpressionandParticipation ........................................................................ 20
Theme2:PromotionandMarketing ........................................................................................... 22
Theme3:Partnerships,CollaborationandNetworking ............................................................. 23
Theme4:VenuesandFacilities ................................................................................................... 24
3
monash arts and culture strategy 2015-2018
Section One: Overview
“ Everyone has the rightto freely participate in
the cultural life of the
community, to enjoy
the arts and its benefits.” -UniversalDeclarationofHumanRights,Article27
4
monash arts and culture strategy 2015-2018
Introduction
Monash City Council has developed a new Artsand Culture Strategy intended to set a visionandguideCouncil’s involvementand investmentin festivals, events, cultural activities and artspracticewithin the community over the comingthree years.
In developing this plan, the Arts and CulturalDevelopment Unit conducted backgroundresearchandconsultedwiththelocalcommunity,including community groups, event organisers,andartspractitioners.Thepurposeoftheresearchandconsultationwasto:
Assessthecommunityanditsneeds,inregardstotheirparticipationinandexpectationofartseventsandculturalactivities
Bringtogetheravailabledemographicresearchregarding the Monash community andconsider its relevance to events and cultural developmentinalocalgovernmentcontext
Seek community feedback that will assist inthefutureplanningofcommunityeventsandcultural development activities over the nextthree years
Identify key themes and directions in astrategic plan, to guide the Arts and CulturalDevelopment team in their work and to linkwithotherCouncilplansandpolicies
AssistwiththeArtsandCulturalUnit’sbusinessplanningprocess
5
monash arts and culture strategy 2015-2018
What is Arts and Culture?
The terms ‘arts’ and ‘culture’ mean somethingdifferent to everyone based on each person’sunique, historical, social, educational andeconomic experiences. Council takes a broadapproach in this plan, defining arts, culture andcommunityculturaldevelopmentasfollows.
Art is about imagination and the tangible andintangibleproductsofcreativity.The‘arts’includebutarenotlimitedto:painting;sculpture;crafts;photography; architecture; design; literature;performingarts;music;theatre;film;anddance.
Cultureisourwayoflifeandisevolvingandshapedbyglobalandlocalinfluences.Culturerepresentsthe shared values, beliefs and characteristicsthat definewhowe are as individuals and as asociety.Culturerecognisesourmulticulturalandcontemporary diversity in background, history,identity,language,cuisine,artandleisure.
Community cultural development involves usingarts and cultural activities (such as festivals andevents) to engage groups and individuals. Itdescribescollaborationsthatcantakeplaceinanyartformandcanresultinawiderangeofartisticand community development outcomes.
Artsandculture is importanttoboth individualsandcommunitiesanditissomethingthatpeoplegenerally consider to be part of a modern andthrivingsociety.
The arts:
Enhancesthequalityofpeople’slives
Bringsaboutpersonalenjoyment
Providesintellectualandemotionalstimulation
Providesopportunitiesforpublicinvolvement
Offersopportunitiesforculturalexpression
Providesemployment
Contributestocommunityhealthandwellbeing
Contributes to building vibrant, engaged andsociallyactivecommunities
Contributes to a strong sense of place andcommunity pride
Can fuel community and economic development
Providesopportunitiesforlifelonglearning
Monash City Council recognises that arts andculturehasansignificantroletoplayinsupportingthecommunityand inachievingCouncil’s visionandobjectives.
“Participationineventsandcommunityactivitiesbuildsocialcohesionandconnectedness,therebyreducing isolation. Through building a collectiveidentity, events and cultural facilities also buildcommunity strength. Community and culturaleventsprovidearangeofsociallyinclusiveactivitiesthatcontributetooverallcommunitywell-being.”(CommunityIndicatorsVictoriawebsite).
6
monash arts and culture strategy 2015-2018
Council Context
Council is an important stakeholder in the artsand cultural life of the community. The Arts and Culture Strategy is a key strategic plan of theCommunity Development and Services Division of Councilandiscloselyalignedtootherkeystrategicplans of Council.
LinkstoCouncilPlansandStrategies:
Monash 2021
Monash 2021 is a plan that outlines Council’svision and priorities intended to deliver longterm community strength and benefits. It wasdeveloped in 2010 through wide communityconsultation.
ThevisionestablishedforMonashis:“Athrivingcommunitynowandinthefuture”
Monash 2021 recognises the important role ofarts and culture in the community, setting thefollowingpriorities:
“Deliver an inclusive, diverse and effectivelymanaged festival and events program, andprovide local places to experience art and culturalexpression”and
“Support the diversity of the Monash community through cultural developmentprograms and events and by supportingcommunity groups to share their traditionswithothers”
Council Plan 2013 - 2017
TheCouncilPlan,whichsetsthedirectionforthefouryearsto2017,alsorecognisestheimportantrole of arts and culture in the life of the community. Itsetsoutthefollowingstrategies:
3.1.2: Encourage participation in arts andcultural activities, including support tocommunity organisations or individualsinvolvedinartsandculturalactivities
3.1.3: Promote the presentation of art andculturewithinMonash
3.1.4: Encouragecommunitygatherings,eventsandcommunitymeetingstobeheldatthelocal level (and providing opportunitiesforresidentstogettoknoweachother)bymaximising theuseof Council’s localfacilitiesandpublicopenspacesforthesecommunitygatherings.
Other Council Strategies
OtherCouncilplansandstrategiesalsorecogniseandsupportcommunityengagementwithculturalprogramsandthearts:
TheMulticulturalActionPlanwithintheAccessand Equity Framework celebrates culturaldiversity
The Indigenous Framework and Action PlanpromotesandcelebratesIndigenousculture
The Economic Development Strategy andActionPlanidentifiestheimportanceofActivityCentresremainingvibrantthrougheventsandactivitiesdesignedtoattractthecommunity
Monash Public Library Service Strategic Planarticulates the important role of libraries ascultural institutions, community hubs andlearninginstitution
Monash Gallery of Art Strategic Plan whichsupports the vision of engaging visitors in ameaningful experience with art, especiallyphotography,focussingontheimportantroleitplaysinhelpingusunderstandeachother,ourcommunity and ourselves.
7
monash arts and culture strategy 2015-2018
Monash Community
The City of Monash is a culturally diverse communityinMelbourne’ssouth-eastsuburbs.
Wearehometo182,485residents,makingusoneof themost populousmunicipalities in Victoria.Wearelocated20kmsoutheastoftheCBDinoneofMelbourne’sgrowthpopulationcorridors.
Our City is 81.5 square kilometres and includesthe following suburbs: Ashwood; Clayton; GlenWaverley; Hughesdale; Huntingdale; MountWaverley; Mulgrave; Notting Hill; Oakleigh;Oakleigh East; and Wheelers Hill. Parts ofChadstone,BurwoodandOakleighSoutharealsoincluded in Monash.
Key facts about Monash
45% of our residents were born overseas,having come from more than 45 differentcountries
Monash residents are generally highly skilledandwell-educated.ThirtypercentofMonashresidents aged over 15 have a bacheloruniversity degree or higher qualification(comparedwith23%oftheGreaterMelbournepopulation)
ThemedianageofMonashresidentsis38yearsold,alittleolderthanGreaterMelbourne(36years).Wehaveasignificantlyhigherproportionofresidentsagedolderthan64years(17.2%)comparedwithGreaterMelbourne(13.1%).
8
monash arts and culture strategy 2015-2018
Young people: 18-24
School age children
Children: 0-5
Adults: 60+
Adults: 25-5946%
22% 14%
5%
13%
Households with a mortgage
Full ownership
Households renting
46%29%
25%
The City of Monash and it’s People
A large population
A culturally diverse community
A comparatively advantaged community
OneofMelbourne’smost populousmunicipalities
182,485residents
Slowingpopulationgrowth
Increasingolderpopulation
Highlyculturallydiverse
39%comefromnon-English speakingcountries
LargenumbersfromAsiaincluding China,IndiaandSriLanka
SEIFAscore:1044.9
Overall,acomparativelywelltodocommunity
Therearepocketsofdisadvantage
Homeownershiplevelsarehigh
17% of people volunteer
88%ofhouseholdsownatleastonecar sopeoplearemobile
54%ofhouseholdsown2ormorevehicles
Non-Enaglish speaking backgrounds
Main English speaking countries
Not StatedAustralia
51%
6%4%
39%
9
monash arts and culture strategy 2015-2018
Monash population in the future
0
20,000
40,000
60,000
80,000
100,000
Young Adults18-24
Adults25-59
Older Adults60-69
Seniors70+
Babies & Children0-17
Num
ber o
f peo
ple
201120262036
The populationwill increase from178,000 in2011toabout207,000by2036
There will be growth in all age groups butparticularlyinthe85+agegroup
Forecasts predict that Monash will continueto be one of the most culturally diversemunicipalitiesinMelbourne.
Council should be mindful of the needs of anageingpopulationinthedevelopmentofartsandculturalprograms,butalsobeawareofthehigh
numbersofadultsaged25-59inourmunicipality.These groups may have quite differentexpectationsinregardtotheirparticipationinartsactivities.Wellbeingissuessuchasbeingactivelyinvolved in community life after retirement; theneed to remain connected to cultural traditionsthroughoutalifetime;makingsocialconnections;havingopportunitiesforcreativeexpression;andjustbeingabletoexperienceartsandcultureasanaudiencemember–areall important factorsforCounciltoconsiderinunderstandingtheartsand cultural needs of its community.
10
monash arts and culture strategy 2015-2018
Arts and Culture in Monash
Monash City Council supports arts and culture in thecommunityinmanyways–throughprovisionof buildings for cultural activities, by stagingmajor cultural events and through funding forcommunitygroups.
Monashhasawiderangeofcommunityfacilitiesthat support arts and cultural activities whichinclude:
Monash Gallery of Art
Twenty two community centres and halls forhire-18aremanageddirectlybyCouncilwiththe remaining four managed by individualCommitteesofManagement
Sixlibrarybranches–Clayton,GlenWaverley,Mount Waverley, Oakleigh, Mulgrave andWheelersHill
Monash Federation Centre (managed byOakleighandDistrictHistoricalSociety)
Waverley Historical Society (located at theMountWaverleyLibrary)
Artsfacilitiesmanagedunder licenceor leaseagreementssuchas:
– TheHighwayGallery – ClaytonClarindaArtsGroup – FleignerHall – WadhamHouse – TheWaverleyGemClub
MonashGalleryofArt(MGA)isoneofVictoria’sleadingpublicartgalleries.Sincethelate1970s,the gallery has established and maintains anationally significant collection of Australianphotography, the only specialist collectionof itskindinthecountry.AsAustralia’sonlypublicartgallerydedicatedtothecollectionandpromotion
of Australian photography, MGA holds a veryspecial place in the country’s network of artgalleries and museums. Monash Gallery of Artis owned by Monash Council and managed byCouncilwithadviceandsupportgivenbyaSection86CommitteeofCouncil.MGA’sStrategicPlanisdueforrenewalin2015/2016.
Community Indicators Victoria (CIV) provides acommunity wellbeing indicator framework withlocal level data. According to data collected in2011 (the most recent data available) for theCityofMonash,71.7%ofpersonsinMonashhadparticipated in at least one artistic and culturalactivityinthepreviousmonth,comparedto70.5%in the Eastern Metro Region and the VictorianStateaverageof63.6%.Participation inartsandculturalactivitiesisveryimportanttotheMonashcommunity and is a contributing factor in thewellbeingofindividualsandcommunities.
11
monash arts and culture strategy 2015-2018
What We Do
Council presents an annual calendar of festivalsand events, managed by the Arts and CulturalDevelopment Unit. These include:
CarolsByCandlelight
AustraliaDayCelebrations
Clayton Street Festival (incorporating theHawkersNightMarket)
OakleighMusicFestival
MulgraveNeighbourhoodEvent
NAIDOCWeek
WinterConcertSeries(4xconcertsperyear)
Sir John Monash Lecture
Ashwood/ChadstoneNeighbourhoodEvent
Aseriesofpop-upoutdoorconcerts(triallingin2015/16)
Councilfundstwomajorcommunity-runculturalfestivals:
ChineseNewYearandLanternFestival
OakleighGreekGlendi
In additional to the Oakleigh Greek Glendi andChineseNewYearandLanternFestival,MonashCouncil supports community organisations toproduce their own arts and cultural activities,eventsandfestivalsinvariouslocationsthroughoutMonash. Support is also provided to community groups through theMonash Community GrantsProgram. Cash and in-kind funding is availablethrough three funding categories: Arts andCulturalProjects;CommunityEvents; andMajorFestivals.
The Arts and Cultural Development Unit delivers a program of cultural development activities,mostofwhichconnecttotheannualfestivalsandevents,suchasthe‘FlavoursofMonash’programattheClaytonStreetFestivalandOakleighMusicFestival. Council also provides education andnetwork opportunities to new and emergingartists and community groups through the ‘ArtsNetworkSessions’.
The Arts and Cultural Development Unit is responsible for Council’s Public Art Policy andis regularly consulted on the development andimplementationofpublicartprojectsthroughoutthe municipality. Council has also coordinated mural art projects in Thomas Street laneway inClayton, at Huntingdale Railway Station, VillageWalkinGlenWaverley,ChesterStcarparklanewayinOakleigh,andonawallnearJordanvilleRailwayStation.Amainobjectiveoftheprojectshasbeentobeautifyareasthathavepreviouslybeengraffitihot spots.
12
monash arts and culture strategy 2015-2018
Council owns a number of significant pieces ofpublicart.Theseare:
The Stilt Walkers LocatedatMulgraveNeighbourhoodHouse
The Clayton Pinnacles LocatedonCookeSt,Clayton
Ripples and Journeys LocatedattheMonashCivicCentre
Spirit of the Land LocatedonthecornerofPrincesHighway andFerntreeGullyRd
The House of Hands LocatedatBatesfordHub,Ashwood
The Athletes LocatedatOakleighRecreationCentre
Chord (a) and Chord (b) LocatedintheparkatMonashGalleryofArt,WheelersHill
TherearemanycommunitygroupsinMonashthatbring people together to share their interest in,andpassionfor,artsandculture.Activitiesincludepainting, theatre, dance, film, music, weaving,woodwork, writing and many more. There arealso many culturally diverse community groupswhichmeettosharetraditionalculturalactivitiesandtocelebrateculturallysignificantevents.
Monash has a vibrant local arts and culturescene with many opportunities for communityparticipation.
13
monash arts and culture strategy 2015-2018
The methodology used in the development ofthisstrategyinvolvedthefollowingfiveelements:
A review of Council policies and plans
Benchmarking – comparative informationabout the Arts and Culture programs in sixother councils
Online survey–thesurveysoughttoidentifycommunityaspirationsforArtsandCultureinMonash
Community Forum – attended by 25representatives of arts/cultural groups aswellasartspractitioners,theforumprovidedan opportunity for community members tocontribute ideas to thestrategy inamore indepth manner
Staff workshop – attended by 24 staff fromacross Council, this workshop provided anopportunity for staff to contribute ideas tothe strategy and, in particular, to identifyopportunitiesforcollaboration
Summary of Consultation
PriortothedevelopmentofthecurrentCouncilPlan a community survey, Monash in Four,was undertaken with 660 responses received.MonashinFourrevealedstrongsupportforartsand cultural activities in Monash. Key findingsincluded:
Adesireformorecommunityevents/activities/opportunitiestogettogetherandcelebrate
Support for celebrating and respecting thestrong cultural diversity inMonash includingevents to showcase differing culturalbackgrounds
The community has an appetite for art inpublicspaces
Resultsalsoshowakeythemeof‘holdingmorelocalcommunityeventsandresidentsmeetings’as important in creatinga senseof community.Following onwith this theme, people surveyedstatedthattheywanted:opportunitiesforpeopleto get together, particularly at neighbourhoodlevel;andopportunitiesforeventsthatshowcasedifferingculturesandcelebratediversity.
Section Two: Methodology
14
monash arts and culture strategy 2015-2018
Online Survey
In March and April of 2015, the Monashcommunity was invited to share their ideas forthenewstrategybycompletinganonlinesurvey.ThesurveywasadvertisedonCouncil’swebsite,throughpromotioninlibrariesandthroughdirectemailtomorethan200organisations.Therewere111responsesfromadiverserangeresidentsandvisitors.Amongtherespondents:
58% of respondents were female and 42%weremale
Themajorityofrespondentswereaged25-65years (57%), followed by 13-25 years (26%)andover65years(17%).Norespondentswereyoungerthan13years.
Whileresponsescamefrompeoplelivingin28differentsuburbs,themajorityofrespondentslive in Mount Waverley (23%) and GlenWaverley(18%)
80% of respondents said that they are directly involvedwithgroupsthatorganiseartsevents,culturalactivities,orfestivalswithinMonash
40% of respondents have participated inarts,culturalactivities, festivalsandevents inMonash in the last 12 months
Theresultsofthesurveyshowed:
Activities respondents would like to attendincludedmusicevents(67%),culturalfestivalsorcelebrations(56%)andartexhibitions(41%).
Respondents would bemore likely to attendoutdoorevents(64%),eventsforfamilies(49%)andeventswithanopportunitytoparticipate(35%), followed by events for young people 16-21 (31%), events for children (29%) andeventsforseniors(27%)
98% of respondents think that council hasa role in supporting arts, cultural activities,festivalsandeventsinthecommunity
SurveyrespondentswereaskedwhatroleCouncilshould play in supporting arts and culture.The results of this question are shown in thegraphbelow.As canbe seen, respondentsweresupportiveofevents(bothcommunityandCouncilorganised) supportive of Council promotion ofcommunityactivitiesandlesssupportiveofpublicartorfundingforlocalartists.
ThesurveyprovedaveryusefultoolingaininganoverviewofcommunityinvolvementandinterestinartsandculturalactivitiesinMonash.
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other
Providing funding for local artists
Commissioning public art (such as sculptures) for public
Organising events for the community
Promoting community events on Council’s website & other media
Funding community organisations to hold events
Helping community organisations to stage events
15
monash arts and culture strategy 2015-2018
Community Forum
ACommunityForumwasconductedaspartoftheconsultation to obtain further community inputtothedevelopmentofthenewArtsandCultureStrategy. The Community Forumwas advertisedonCouncil’swebsiteand invitationswere issuedto a wide range of community organisations.Twenty-five community members from manydifferent organisations attended the forum on11 April 2015. Key messages from the Forumincluded:
Venues
Artsdisplayfacilitiesandperformancefacilitiesarelimited.Thereisstrongcompetitionfortheuseofavailableartsspaces
Some existing facilities require improvementso that they can be used for workshop andpracticespace.
Participation and Networking
Opportunities for participation in arts andcultural activities, as distinct from merelyattending them, need to receive a strongerfocus in the future
Council should play a lead role in facilitatingnetworking between arts groups and otherorganisations
Artsandculturalactivitiesandeventsplayanimportantroleincounteractingsocialisolation,andarethereforedeservingofstrongerCouncilsupport in the future
Marketing and Promotion
Community arts and cultural groups needassistancewithmarketingandpromotion
Aregularartsbulletinandapubliclyaccessibleartsdatabaseareneeded
Council needs to do more to promote Monash asa city for thearts.Atpresentmanyyoungartists from Monash gravitate towards theinner city which has a stronger profile inrelationtothearts
Festivals and Events
FestivalsshouldshowcasetoagreaterextenttherangeofartsactivitiesinMonash
Eventsneedtobereviewedandre-evaluatedtoallowspaceforneweventstobeaddedtothe calendar
Council could conduct workshops on how torun events
Public Art
There is too little public art. There shouldbe little pieces of public art everywhere – inshoppingcentres,parksandsoon
Overall,therewasaviewthatMonashcouldbevibrant, lively, and colourful showcasing localtalent in art, sculpture, music, multi-culturalprograms,andphotography
16
monash arts and culture strategy 2015-2018
Staff Forum
Inaddition to community input, key staffacrossCouncil were invited to attend a workshop andcontribute to development of the Strategy.Twenty-fourstafffromadiverserangeofCouncildepartmentsattended.
Thekeyissuesandopportunitiesidentifiedwere:
Ongoing evaluation of arts and culturalprogramstoreflectcommunityneeds
Infrastructure–venuesneedtobeaccessibleandcaterforarangeofcommunityinterests
PublicArt
PartnershipsandCollaboration
Implementation of this Plan
TheArtsandCultureStrategywillbeimplementedoveraperiodofthreeyears,leadbytheArtsandCultural Development Unit. In June of each year a progressreportwillbesubmittedtoCouncilthatidentifies the statusof the identifiedactions forthe appropriate year, alongwith the actions forthecomingyear.
Four Key Themes have been developed thatencapsulate the priority issues identified in theconsultation sessions and support key Councilstrategicplans.
CreativeExpressionandParticipation
PromotionandMarketing
Partnerships,CollaborationandNetworking
VenuesandFacilities
Eachofthesethemeshasanumberofhighlevelgoals that describe and elaborate on the aimof the themes. Each goal contains measurableactionsthatdetailhowthegoalwillbeachieved.
It is intended that theArtsandCultureStrategy2015 – 2018 will inform the development ofthe annual Arts and Cultural Development Unit Business Plan and the individualwork plans ofall relevant staff. This strategy will also informthe Corporate Risk Management Plan, BusinessContinuityPlanandtheCorporateBudgetProcess.
17
monash arts and culture strategy 2015-2018
Section Three: Strategy
Vision for Arts and Culture in Monash
To inspire strong, vibrant, creative and connected communities.
We seek to understand the current and future needs of the diverseMonash community andprovideservices,facilities,programsandeventsthatwillassistresidentstolivehealthyandmorefulfillinglivesaswellasfeelconnectedtotheirlocalcommunity.
THEME 1 : Creative Expression and Participation
Participation and interest in the arts is farmorewidespreadinMonashthanisgenerallyunderstood. Large numbers of residents aremembers of community arts and culturalorganisations, attend cultural events andseek opportunities for creative expression.Participation in the arts, whether at thegrassroots levelorattheprofessional level,is amajor contributor to community vitalityandto the identityofMonashasamodern,sophisticated city. Council has an importantrole to play in supporting the community,not just as audience, but in artistic andcultural endeavour. Celebration of culture iscelebrationoflife.
STRATEGIES:
Encourage and support participation in artsandculturalactivitiesatalocallevelandwithincommunitiesofinterest
Ensureopportunitiestoparticipate inculturalactivities, that are reflective of the culturaldiversity of the Monash community
EncouragetheshowcasingoflocaltalentinallCouncilsupportedculturalactivities
Encourageindependenceamonglong-standingcultural organisations so that the needs ofnewly arrived and emerging groups can beprioritised and their sustainability developedovertime
Review and evaluate all funded events toensure Council support is directed towardsopportunitiesthatencouragewidecommunityparticipationandcaterforallsegmentsofthecommunity
Conduct ongoing evaluation of the Arts andCulturalDevelopmentUnitprogram,includingthecalendarofannualfestivalsandevents
18
monash arts and culture strategy 2015-2018
THEME 2 : Promotion and Marketing
Sharingtheirpassionandreachingotherlike-minded community members is a commonaim among arts and cultural groups inMonash.Theyseektoattractnewmembers,contribute their time, showcase their talentand share their skills. However support isneeded in communication and marketing.Council can play amajor role in supportingarts and cultural groups through providinga community portal – online informationabout the broad range of arts and culturalopportunitiesinMonash.Councilcanfurtherassist through facilitating joint promotionalactivities. Better promotion and marketingwillmeantheartscanreachnewaudiencesandthesustainabilityofcreativeorganisationswillbeenhanced.
Council’sowneventsandfestivalscanalsobestrengthened - through the development ofanintegratedmarketingstrategythatreachesawideraudienceandpositionsMonashasacity that values culture.
STRATEGIES:
Workwithartsandculturalgroupstoestablishshared communication channels to promotetheiractivities,eventsandculturalcelebrations
Support arts and cultural groups in theirmarketingeffortsthroughprovisionoftraining,opportunities to showcase their work andthrough direct promotion in Council media,whereappropriate
Develop an integrated approach to brandingand marketing Council’s program of festivalsand events
19
monash arts and culture strategy 2015-2018
THEME 3 : Partnerships, Collaboration and Networking
Collaboration allows skills to be pooled,resources to be shared and success toblossom.ArtsandculturalgroupsinMonashwelcomenewmembers, valueworkingwithothers, and seek out opportunities tomeetlike-minded community members. Councilcanplayanimportantleadershiprolethroughproviding opportunities for arts and culturalgroupstocometogether,forpractisingartiststo meet and share ideas, and for creativebusinesses to seek new partnerships. ThewholecommunityofMonashbenefitswhenpeople collaborate to grow community lifeandbuildsocialcohesion.
STRATEGIES:
Facilitateopportunitiesfornetworkingamongpractising artists, creativebusinesses and thebroadrangeofartsandculturalgroups
Encourage collaborative approaches in grantsapplications to build partnerships and betterleveragethefundsavailable
Strengthen partnerships with externalorganisations to benefit arts and culturaldevelopment outcomes
THEME 4 : Venues and Facilities
Libraries,galleries, theatres,andcommunityfacilities are places where people meet,connect,learnandplay.Theyareplaceswherepeople experiment, express themselves,collaborate and create.Wherepeople cometogetherinsharedcommunityspaces,creativeexpressioncanthrive.Artsandculturalgroupsin Monash are seeking greater access tovenuesforartspractice,forshowcasingtalentand for cultural expression. If community facilitiesaretobewellutilisedandlivelyartsspaces, theymustbeflexible,multi-purposesharedspacesthatareaccessibletoall.
STRATEGIES:
Undertake an analysis of the space needs ofartsandculturalgroupsandworkwiththemtoidentifyopportunitiestoaddresstheirneeds
Ensure there is easy access to informationabout Council owned and other publiclyavailablevenuesandestablishprocesses thatsupportequitableaccess
Promotetheroleofpublicartinplacemakingby encouraging quality art to be included inpublicandprivatedevelopments
Seek opportunities for funding of public artprojects to enhance Monash’s public artcollection
20
mo
na
sh a
rts
an
d c
ult
ure
str
ate
gy
201
5-20
18
Stra
teg
y A
ctio
n
Tim
efr
am
e
Resp
ons
ible
Encouragean
dsupp
ortp
artic
ipati
onin
arts
andcultu
ralacti
vitie
sata
localleveland
with
incom
mun
itiesofinterest
SeekCou
ncilen
dorsem
ento
fFestiv
alReview
recommen
datio
ns
Implem
entthe
Cou
ncilen
dorsed
recommen
datio
ns
regardingtheFestivalR
eview
Iden
tifyem
erging
com
mun
ities,ide
ntifykeycom
mun
ity
lead
ersa
ndin
itiatecontact
Investigateim
proved
marketin
gstrategiesfo
rthe
prom
otion
ofa
rtsa
ndculturalacti
vitie
sand
eventsto
CALD
com
mun
itym
embe
rs(suchastran
slatedprog
rams,
advertisin
ginculturallysp
ecificmed
ia,etc)
Activ
elyprom
otefund
ingop
portun
itiesfo
rartiststhrou
gh
theEm
erging
Artistcategoryofth
eMon
ashCo
mmun
ity
Gran
tsProgram
Septem
ber2
015
June
201
6
Ong
oing
June
201
6 Ong
oing
ACDU
team
CD
Officer
ACDU
Coo
rd
Even
tsOfficer
Com
ms t
eam
CDOfficer
MCG
Pteam
Ensureopp
ortunitie
s topartic
ipateincultural
activ
itiesre
flecti
veofthe
cu
ltura
l div
ersit
y of
the
M
onas
h co
mm
unity
Prom
otecommun
itystallholde
ropp
ortunitie
stolocal
commun
itygroup
sand
organ
isatio
nsto
ensuremaxim
um
pres
ence
at e
vent
s
Septem
ber2
015
Even
tsOfficer
ArtsAdm
inOfficer
THEM
E 1
: C
rea
tive
Exp
ress
ion
and
Pa
rtic
ipa
tion
Sec
tion
Four
: A
ctio
n P
lan
Yea
r 1
(201
5-20
16)
21
mo
na
sh a
rts
an
d c
ult
ure
str
ate
gy
201
5-20
18
Stra
teg
y A
ctio
n
Tim
efr
am
e
Resp
ons
ible
Encouragetheshow
casin
goflo
caltalen
tin
allC
ouncilsupp
ortedcultu
ralacti
vitie
s
Provideop
portun
itiesfo
rlocalartiststope
rformat
Coun
cil e
vent
s
Finalisealeaseforthe
ope
ratio
nofThe
Highw
ayGalleryand
supp
ortthe
successfulope
ratortoen
gagewith
localartists
Collabo
ratewith
MGA
todevelop
acom
mun
ityexhibition
ap
plicati
onprocess
Ong
oing
Augu
st201
5
June
201
6
Even
tsOfficer
CDOfficer
ACDU
team
Encourageinde
pend
enceamon
glong-stand
ing
cultu
ralorganisa
tionsso
thatth
eneedso
fnew
ly
arrived
and
emerginggroup
scanbeprioriti
sed
andtodevelop
theirsustainab
ilityoverti
me
Review
theob
jecti
vesa
ndassessm
entc
riteriaofthe
arts
catego
rieso
fthe
Mon
ashCo
mmun
ityGrantsP
rogram
toensurethatopp
ortunitie
sexistfo
rnew
app
lican
ts,
includ
ingthosefrom
emerging
com
mun
ities
Ong
oing
MCG
Pteam
Review
and
evaluateallfun
dedeven
ts
to e
nsur
e Co
unci
l sup
port
is d
irect
ed
towardsopp
ortunitie
stha
tencou
rage
widecommun
itypartic
ipati
onand
cater
fora
llsegm
entsofthe
com
mun
ityand
todevelop
theirsustainab
ilityoverti
me
Ensureth
atallFund
ingandLic
enceAgreemen
tswith
Co
uncilsu
pportedeven
tsin
clud
econd
ition
stha
tsup
port
theinclusionan
dpa
rticipa
tionofth
ebroa
dcommun
ity,in
linewith
Cou
ncil’sk
eypolicies
Includ
econd
ition
sforevaluati
onofe
ventoutcomesand
fin
ancialacquitta
l
Ongoing
MCG
Pteam
Cond
ucto
ngoing
evaluati
onofthe
Arts
andCu
lturalD
evelop
men
tUnitp
rogram
,includ
ingthecalend
arofa
nnua
lfestiv
alsa
nd
even
tsan
dtodevelop
theirsustainab
ility
overtime
Cond
uctinterceptsu
rveysa
tallfestivalsan
deven
ts
presen
tedbyCou
ncil
Seekfe
edba
ckfrom
partic
ipan
tsand
partnerso
fallarts
andcultu
ralp
rojectstoevalua
tesu
ccessa
ndlearning
s
June
201
6
ACDU
team
THEM
E 1
: C
rea
tive
Exp
ress
ion
and
Pa
rtic
ipa
tion
– c
ont
inue
d
22
mo
na
sh a
rts
an
d c
ult
ure
str
ate
gy
201
5-20
18
Stra
teg
y A
ctio
n
Tim
efr
am
e
Resp
ons
ible
Workwith
artsa
ndculturalgroup
sto
establish
shared
com
mun
icati
oncha
nnels
topromotetheira
ctivitie
s,eventsa
nd
cultu
ralceleb
ratio
ns
Establish
are
gularp
ublicati
on(the
bestformat/m
edium
tobeinvestigated)fo
rthe
promoti
onofA
rtsa
ndCultural
activ
ityin
Mon
ash
June
201
6
ACDU
Coo
rd
Com
ms t
eam
ArtsAdm
inOfficer
Supp
orta
rtsa
ndculturalgroup
sintheir
marketin
geff
ortsth
roug
hprovision
of
training
,opp
ortunitie
stoshow
caseth
eir
workan
dthroug
hdirectpromoti
onin
Co
uncilm
edia,w
hereapp
ropriate
Includ
einform
ation
abo
utm
arketin
gop
portun
itiesin
no
tificatio
nlette
rsto
grantre
cipien
ts Presen
taworksho
pfora
rtsa
ndculturalgroup
sonthe
topicofm
arketin
gan
dcommun
icati
ons
Annu
ally
June
201
6
MCG
Pteam
ACDU
team
Developan
integrated
app
roachto
bran
ding
and
marketin
gCo
uncil’s
prog
ramoffestiv
alsa
ndevents
Developabran
diden
tityforthe
new
pop
up
co
ncer
t ser
ies
Developan
ann
ualeventm
arketin
gcampa
ign,
incon
sulta
tionwith
theCo
mmun
icati
onstea
m
Exploreop
portun
itiesfo
rimproved
socialm
edia
presen
cefo
rCou
ncilprod
uced
festivals,in
con
sulta
tion
with
theCo
mmun
icati
onstea
m
Novem
ber2
015
Novem
ber2
015
Novem
ber2
015
ACDU
Coo
rd
Even
tsOfficer
Com
ms t
eam
ACDU
Coo
rd
Even
tsOfficer
Com
ms t
eam
ACDU
Coo
rd
Even
tsOfficer
Com
ms t
eam
THEM
E 2
: Pr
om
otio
n a
nd M
ark
etin
g
23
mo
na
sh a
rts
an
d c
ult
ure
str
ate
gy
201
5-20
18
Stra
teg
y A
ctio
n
Tim
efr
am
e
Resp
ons
ible
Facilitateop
portun
itiesfo
rnetworking
am
ongpractisingartists,creati
vebusinesses
andthebroa
drang
eofartsa
ndcultural
grou
ps
Deliveranan
nualse
rieso
fskillde
velopm
entw
orksho
ps
targeted
atlocalcom
mun
itygroup
sand
practi
singartists
Hostase
rieso
fcom
mun
itygroup
‘spe
eddati
ng’events
whichintrod
ucelocalgroup
stoea
chother,raisin
gtheir
profi
lesw
itheachothe
r
Annu
ally
June
201
6
CDOfficer
CDOfficer
Encouragecollabo
rativ
eap
proa
ches
ingrantsa
pplicati
onstobu
ildpartnerships
andbe
tterleveragethefund
savailable
Review
theap
plicati
onfo
rmand
assessm
entc
riteriaof
theartscategorieso
fthe
Mon
ashCo
mmun
ityGrants
Prog
ramto
encou
ragecollabo
rativ
eprojects
Ong
oing
MCG
Pteam
Streng
then
partnershipsw
ithexterna
lorganisatio
nsto
ben
efita
rtsa
ndcultural
deve
lopm
ent o
utco
mes
Workwith
new
and
existing
partnersincluding
local
busin
esses,corpo
rateorgan
isatio
ns,edu
catio
nal
institutio
nsand
governm
entd
epartm
entsto
supp
ortthe
de
liveryoffe
stivals,eventsa
ndartsa
ndculturalp
rojects
Ong
oing
ACDU
team
THEM
E 3
: Pa
rtne
rshi
ps,
Co
llab
ora
tion
and
Ne
two
rkin
g
24
mo
na
sh a
rts
an
d c
ult
ure
str
ate
gy
201
5-20
18
Stra
teg
y A
ctio
n
Tim
efr
am
e
Resp
ons
ible
Und
ertakeanan
alysisofth
espacene
edso
fartsand
culturalgroup
sand
workwith
them
toid
entifyop
portun
itiesto
add
ressth
eir
need
s
Utilise
thefin
ding
softhe
Com
mun
ityIn
frastructureStudy
whe
nworking
with
artsa
ndculturalgroup
stoad
dress
thei
r nee
ds Useth
efin
ding
softhe
Com
mun
ityIn
frastructureStudy
toassesslea
seand
licenceagreem
entsfo
rartsfacilitie
s
June
201
6
June
201
6
ACDU
team
ACDU
Coo
rd
CDOfficer
Ensureth
ereisea
syaccesstoinform
ation
ab
outC
ouncilow
nedan
dothe
rpub
licly
availablevenu
esand
estab
lishprocessestha
tsupp
orte
quita
bleaccess
Includ
einform
ation
abo
utCou
ncilan
dno
n-Co
uncil
venu
esfo
rhire
incorrespon
denceregardingthe
Mon
ashCo
mmun
ityGrantsP
rogram
Includ
einform
ation
abo
utCou
ncilan
dno
n-Co
uncil
venu
esfo
rhire
inth
ene
wArtsa
ndCulturepub
licati
on
Octob
er201
5 Ju
ne 2
016
MCG
Pteam
ArtsAdm
inOfficer
Prom
otetheroleofp
ublicartin
place
makingbyencou
raging
qua
lityarttobe
includ
edin
pub
licand
priv
atede
velopm
ents
InviteCou
ncil’sP
lacemakingOfficersto
jointh
e
PublicArtAdv
isoryCom
mittee
(PAA
G)
Workwith
Urban
Designan
dInfrastructureServices
depa
rtmen
tsto
iden
tifypu
blicartopp
ortunitie
swith
in
existi
ngcap
italw
orksprojects
Mee
twith
StrategicPlann
ingde
partmen
ttoexplore
theinclusionofaPub
licArtLevyinth
ene
wM
unicipal
StrategicStatem
ent(MSS)a
ndth
einclusionofPub
licArt
with
inth
eStructurePlan
ning
process
Augu
st201
6 Ju
ne 2
016
June
201
6
ACDU
Coo
rd
Com
mun
ity D
ev
team
ACDU
Coo
rd
Urban
Design
ACDU
Coo
rd
StrategicPlan
ning
team
THEM
E 4
: Ve
nue
s a
nd F
ac
ilitie
s
25
mo
na
sh a
rts
an
d c
ult
ure
str
ate
gy
201
5-20
18
Stra
teg
y A
ctio
n
Tim
efr
am
e
Resp
ons
ible
Seekopp
ortunitie
sforfu
ndingof
publicartprojectstoen
hance
Mon
ash’sp
ublicartcollecti
on
Review
thePu
blicArtPolicy
Review
mem
bershipofth
ePu
blicArtA
dviso
ryGroup
(PAA
G) Co
nven
equ
arterly
Pub
licArtAdv
isoryGroup
mee
tings
andasagroup
,ide
ntifypossib
leopp
ortunitie
sforth
einitiati
onofp
ublicartprojects
Decembe
r201
5 Ju
ne 2
016
Ong
oing
ACDU
Coo
rd AC
DU C
oord
ACDU
Coo
rd
PAAG
THEM
E 4
: Ve
nue
s a
nd F
ac
ilitie
s –
co
ntin
ued
Abb
REV
IATI
ON
S K
EY
ACDU
Ar
ts &
Cul
tura
l Dev
elop
men
t Uni
t
CD
Cu
ltura
l Dev
elop
men
t
Com
ms
Co
mm
unic
ation
s
MCG
P
M
onas
h Co
mm
unity
Gra
nts
Prog
ram
PAAG
Publ
ic A
rt A
dvis
ory
Gro
up