The Value of Presenting A Study of Performing Arts Presentation in Canada Erin Benjamin and...
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The Value of PresentingA Study of Performing Arts Presentation in Canada
Erin Benjamin and Frédéric Julien, CAPACOAInga Petri, CMRP, Strategic Moves
CPAF / OPSACOttawa, May 30, 2013
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Clarify relationship
between presenter and communities
Big Needs
Understand value and benefits
Increase awareness
and understandin
g of presenting/ presenters
3
Pressures
Presenting Field
Changing demographics
Changes in technology
Economic issues
Fluid funding environment
Lack of awareness of
presenters
4
Goals of project
• To identify, understand and communicate the value and benefits of performing arts presentation for Canadians.
• To define and raise awareness of the role of the presenter in the arts ecosystem, in communities, in society with the next 20 years in mind.
• To identify commonalities and differences among the diverse presenting field.
• Trends in the sector.
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Scope
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Broad, open collaboration
Project Identity• Engagement
platform
Background• Literature• History
Qualitative• Interviews
Surveys• Presenters• Canadians
Dialogue• 11 sessions• Online input
Interim Report & Supplements
Explore/engage/validate• 7 webinars• 12
workshops/presos
Report• Infographics• Canadian Atlas
Communication• Presentations• Social media / MR
Application in Field• Professional Dev.• Decision-making
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Most Canadians are engaging in the performing arts today
Calgary Folk Music Festival
Photo credit: Dave Kenney
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Amazing breadth of attendance
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
75% Canadians attended in 2011 + 11% ever attended
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Attendance includes broad socio-economic groups
2 in 3 Canadians who– earn less than $40,000 or– do not have university education or– live in communities with a population under 25,000
… attended in 2011.
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
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Canadians attend in many venues
Private venue
Places of worship
Museum / Art gallery
Stadium / Circus
Restaurant / Bar
Community space / Schools
Outdoors
Performing arts facility
12%
20%
25%
27%
34%
39%
50%
75%
Types of Venues Attended
Canadians (N= 751)
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
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Younger Canadians attend more
Canadians (N=1,029) < 25 (n=123) 25-34 (n=183) 35-54 (n=343) 55+ (n=374)0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14% 15% 16% 19%10%
33%36% 37% 33%
31%
21%21%
25%18%
22%
7%9%
5%
6%
7%
Frequency of Attendance by Age, 2011
1 time 2 to 4 times 5 to 11 times 12+ times
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
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Media-based viewing augments live performance
On the Internet
Television/radio
Live performance
25%
36%
71%
46%
71%
75%
Canadians' live attendance, media-based consumption and its importance
Watched/attended within last 12 months Importance = high
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
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Canadians recognize contributions to communities, quality of life and well-being
Cynthia Soudin and KoboTown. Alianait Arts Festival, Iqaluit, Nunavut, 2009. Photo: Ed Maruyama
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Canadians get: Both … And
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
Individuals who attend
29%
Community as a whole29%
Both equally36%
Neither2%
DK4%
Who benefits more from the presentation of performing arts (N=1,031)
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Individual benefits
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
Enter
tainmen
t, fun
Stimulati
on
Experi
ence
someth
ing new
Exposu
re to differe
nt cultu
res
Socia
l opportu
nity
Expres
sing m
yself/
themsel
ves
Contemplat
e Past
, pres
ent, f
uture
No benefi
t0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Personal main benefits of attendance< 25 (n=123)25-34 (n=179)35-54 (n=341)55+ (n=371)
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Language matters: Community benefits
What do you think that the main benefits of having performing arts presentation in the community are? (Up to 3)
As a performing arts presenter, what do you consider the top 3 benefits of your organization to your community? (Up to 3)
Canadians(N = 1,031)
Presenters (N=288)
Brings energy and vitality to community 42% Stronger sense of community identity or community belonging 76%
Improved quality of life and well-being of residents 38%
More creative community 37% More creative community 52%Stronger sense of pride in community (22%) +Stronger sense of identity to community (15%) 33% Improved health and well-being of individuals
and families 30%
Greater economic development in community 32% Better understanding between cultures 29%
Better understanding between cultures 19% Increased cross-sectoral collaboration (e.g., business, culture, social services) 27%
Increased partnerships between different organizations in the community 12% Greater economic development 26%Better ability to attract and keep skilled workers in the community 10% Higher civic engagement 22%Raising public issues and generating public discussion in the community 8%
Greater safety through increased activity at night 4% Better capacity to attract and retain skilled workers 9%
Source: Value of Presenting-Survey of the General Public and Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
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Presenters, partnerships and community
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Presenters: High effort in community development
< 5 k (N=70) 5 k - 99 k (N=107) > 100 k (N=111)0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
84%79%
68%
57%
40%
69%
21%27%
40%
How much effort does your organization dedicate? High effort (4-5)
Artistic activities (season/festival planning, vision) Community development / social involvementMarketing/aud dev Artistic development (residencies, collaborations)Prof dev Technological advances
Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
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Partnerships very important to presenters
Arts Community Education Government Private sector None0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
86% 84%78%
67%64%
1%
Partnerships in last 3 years (small vs large communities)
All (N=288) < 5 k (N=70) > 100 k (N=111)
Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
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Altruistic motivations
Marketing and sales
Support for artists / artistic community
Audience development
Enrichment of community
50%
65%
84%
84%
31%
52%
63%
82%
General objectives and specific objectives in non-arts partnership
Objective of most recent non-arts partnership (N=147)Typical objectives of partnerships (N=195)
Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
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Societal benefits
• Other benefits identified in the literature:– Health– Volunteering– Civic engagement– Better education outcomes– Social cohesion– Economic development
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Looking ahead
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Reframe: Demographics = opportunity
Average age: 26 Average age: 45
40 y
ears
60 y
ears
50 y
ears
Average age: 41
20
40
60
80
0
100
Source: Statistics Canada census
New questions have to be considered, if 80+ year-olds are to be regular attendees.New skills needed to reach and engage several generations at once.Need to understand your own community demographically.
24
Technology drives changes
1990s 20011998 2003 2004 2005 2006 2007 2008 2010 2011
4G LTE
What will this capacity unlock in the performing arts?
2012
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Implications for arts funders
• How might performance measurement shift, if public engagement and value to Canadians are at the forefront of considerations?
• How are we able to support the multifaceted skills (IT, public engagement, others) needed in today’s performing arts sector?
• How should the 21st century performing arts venue look like?• Is the webcast of a show a cultural service or a cultural good? • How do we see the role and purpose of arts organizations’
community-based partnerships?• How do we see our mandates – as arts funders or as arts
organizations – shift or broaden to encompass the public benefits identified in this study and in other studies?
• …
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What’s next for CAPACOA
• Develop comprehensive database of presenters• Conference presentations• Tour the study• Explore new partnerships• Ensure ongoing research
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THANK YOU!ERIN BENJAMIN AND FRÉDÉRIC JULIEN, [email protected]
INGA PETRI, CMPR, STRATEGIC [email protected]
WWW.CAPACOA.CAWWW.VALUEOFPRESENTING.CA