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Created in Barrie

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Created in Barrie is a summary of the results of the Culture Market Study of Barrie and Simcoe County. The City of Barrie Department of Culture shared the results at its second annual update to the …

Created in Barrie is a summary of the results of the Culture Market Study of Barrie and Simcoe County. The City of Barrie Department of Culture shared the results at its second annual update to the community and the culture sector. Artists, arts organizations and culture sector workers, patrons and supporters attended this event on Tuesday, March 23rd in Barrie, Ontario, Canada.

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  • 1. Created in BarrieUnderstanding Barrie’s Arts & Culture Markets
    Presentation at
    Department of Culture Annual Update
    The Resource Management Consulting Group
    www.rmcg.ca
    March 23, 2010
  • 2. 2
    Why?
    To understand market opportunities for Barrie’s A&C sector
    • Barrie’s regional positioning for A&C
    • 3. Input to Strategic & Business Plans
    • 4. Baseline research to measure future growth of the A&C market
    • 5. Input to future cultural infrastructure projects
    -> Market information to share with A&C orgs & Tourism Barrie
  • 6. How?
    Phase 1: Barrie Arts Committee Input Workshop
    Phase 2: Resident Surveys
    710 Barrie (half north & south)
    693 Regional (half north & south)
    Phase 3: Barrie Resident Focus Groups
    Participants recruited from resident survey
    Phase 4: Geo-demographic analysis using PRIZM “lifestyle” clusters
    Bracebridge
    Gravenhurst
    Midland
    Collingwood
    Barrie
    Alliston
    Newmarket
    Aurora
    3
  • 7. Important Definitions
    Arts & Culture
    • All varieties of music (rock, jazz, folk, classical)
    • 8. All types of performances (drama, dance, music, readings)
    • 9. All type of visual arts (galleries, tours)
    • 10. Community events with an A&C component
    • 11. History (museums, re-enactments, historical sites and events)
    • 12. Cultural heritage celebration
    Participation
    Audience
    Performer or artist
    Student
    Member of an organization
    4
  • 13. 5
    “Respondents” vs “Residents”
    Screened for participating in Arts & Culture in past 3 years
    Barrie & Regional respondents similar
    • Young to senior (Region more seniors)
    • 14. Post-secondary educated
    • 15. 85% households had 2+ people
    • 16. Just over 1/3 had children at home
    Barrie Respondents
    • Lived in Barrie average of 18 years
    • 17. Range <1 to 40 years
    Projecting to the Barrie population, based on the results of the survey screening question…
    -> ~ 2/3 of Barrie & regional residents participated in A&C in past 3 years
  • 18. 6
    Respondents’ Participation in A&C
    Barrie and Regional respondents have very similar patterns
    • Highest participation in Music, Drama/Dance, Visual Arts
    • 19. Almost all attended performances/shows/events
    • 20. Over 30% involved as performers/organizers/students
    Barrie respondents have higher arts & crafts participation (Kempenfest)
    Most Barrie respondents’ children participate, projecting to the population…
    ->2/3 of Barrie children involved in A&C
    Barrie respondents participate in Barrie
    Most regional respondents participate in community, skip over Barrie and go to Toronto
  • 21. 7
    Barrie vs The Region
    • Barrie respondents had highest participation in Barrie for all categories
    • 22. Very high Arts & Crafts participation
    Travel from Barrie for at least one performance/year?
    • 70% of respondents = 47% of residents
    • 23. Orion (2005) 54% of residents
    • 24. GTA big music draw
    • 25. Own communities for everything else, except…
    Barrie for arts & crafts
  • 26. 8
    Respondents’ Annual Household A&C Spending
    Barrie residents tended to spend more than regional residents for all three categories. This much higher value for equipment & accessories resulted from 4 respondents who each spent between $40,000 and $250,000.
    Projected annual direct spending of Barrie households on A&C…
    64,0001 x.67 = 42,880 participate in A&C x $2,154 = $40.5 M annually
    Building a Creative Future2
    • Cultural goods and services economy in Barrie is close to $95 M annually (included home-based activities, such as home entertainment and reading, which dominated cultural spending)
    City of Barrie Households, 2006 Census of Canada, http://www40.statcan.ca/l01/cst01/famil124e-eng.htm
    2 Building a Creative Future: A Plan for Culture, Final Report, City of Barrie, April 2006
  • 27. PRIZM C2 Geo-Demographic Analysis
    Tool developed by Environics Analytics Group
    ww.environicsanalytics.ca
    Market segmentation based on lifestyle data, demographics and geography
    (PCs + CDs)
    66 clusters developed for Canadian residents
    Information about lifestyle and leisure preferences
    Used by Ontario & Federal governments for tourism, many others (Aeroplan, United Church of Canada, Canadian Cancer Society and more)
    For Barrie Culture
    Better understanding of A&C markets
    Product - market matching
    Insight into effective ways of attracting and marketing to segments
    9
  • 28. PRIZM for A&C in Barrie
    Calculated a Barrie A&C Index for Barrie’s PRIZM clusters (25)
    A&C Index = % of A&C sample
    % of pop
    Identified 11 target clusters
    10
    Highest Score = 358
    Lowest Score = 0
    5 clusters
  • 29. 11
  • 30. Making Decisions About
    Participating in A&C
    12
    Women lead family decisions
  • 31. Finding out about A&C…
    13
    Traditional media still strong
    Social media!!
    #1
    13
  • 32. 14
    TheMost Important
    Arts or Cultural Activity, Performance or Event
    • 89% of Barrie respondents participated in their most important A&C activity in Barrie
    57% of Regional respondents identified Toronto experiences
    24% participated in Barrie
  • 33. 15
    TheMost Important A&C Activity/Performance/Event
    Gryphon, MacLaren & Theatre By The Bay
    puts Barrie on the map
    Two new events: Caribfest & Film Festival
    Named Barrie experience
    Experience category
    N=617
  • 34. 16
    The Most Important A&C Activity/Performance/Event
    puts Barrie on the map
    Gryphon & MacLaren
    N=578
    Named Barrie experience
    Experience category
  • 35. 17
    The Most Important A&C Activity/Performance/Event
    Almost everyone is a spectator
  • 36. Why?
    Diversity & quality
    Community participation
    Multicultural
    18
    Along with Toronto, Barrie seen as a
    vibrant community for arts & culture
    Not running away from Barrie
    • Intervening opportunities (vacation, friends, higher quality)
  • Ontario communities with most vibrant A&C scene
    19
    Toronto first, Barrie second
  • 37. In their own words…
    20
    Toronto
    Barrie
    • Variety of venues, gives you more choices
    • 38. Eclectic assortment of people
    • 39. Draws larger professional productions
    The excitement of people involved… they give 150% and we try support each other
    The lake and beauty of Barrie
    The city itself, not as big as Toronto, makes it feel like a gathering of friends
    It's a local happening and you don't have to travel for it and you support your community by doing it
    A lot of things to choose from, good quality and entertainment
    Because it comes up with new ideas and there’s always something to do there
    Orillia
    • Availability of shows at a good price
    Collingwood
    Mid-Penetang
    • It has a lovely historic downtown, many artists, great music scene, good arts council
    • 40. King’s Wharf Theatre and historic sites
    • 41. Dynamic artists group and local theatre group
    Ottawa
    Stratford/Niagara-On-The-Lake
    • The many events that occur.
    • 42. It’s bilingual and it’s the capital.
    • 43. High quality performance - restaurant facility combination at a reasonable price
    Muskoka
    • Everybody buys in and everyone shows up
  • Projecting…
    • 50% of Barrie & 20% of regional residents participated in Barrie A&C in the past year
    21
    Attendance at Barrie’s A&C Attractions, Events & Performances in the past year
    Festivals & events are Barrie’s mainstay
    • Almost all Barrie respondents participated
    • 44. High proportion of regional respondents participated
  • Barrie Respondents’ Attendance (past year)
    22
    2/3 went to Kempenfest 2009
    1/3 went to Celebrate Barrie, Gryphon Theatre and rock music performances
  • 45. Ratings for Barrie’s A&C scene: Mediocre
    Solid Strengths
    • Community/people/talent
    • 46. Variety & choice
    • 47. Location
    Can Improve…
    • More/improved venues
    • 48. Better advertising
    • 49. Variety of events, performances, activities
    23
  • 50. 1) More/improved venues
    • A better venue or building (we only have Georgian College as a theatre)
    • 51. Build a proper performing arts venue downtown
    • 52. Having a building in the city where all things are under one roof (culture centre)
    2) Better advertising
    • More lead advertising so people know ahead of time to plan
    • 53. Web/paper/magazine page what's on Barrie for all art & culture, a weekly listing
    • 54. Having a centralized place that would advertise all of these things
    3) Variety of events, performances/activities
    • Additional types of festivals/music festivals, a little more worldly
    • 55. Involve more of the newer ethnic groups in town in different cultural events
    • 56. They can offer more outdoor concerts and bring in the larger groups they used to have
    In their own words…
    1) Better advertising
    I'm an out of towner. I am a half hour away and don't know what's going on.
    Earlier and wider geographical promotion
    Notification in the community papers in the surrounding area
    2) Increased variety of events/diversity
    It has to have more variety and imagination, not the same as other communities
    I think more cultural diversity
    More festivals/different cultural festivals
    3) Improved/increased facilities/venues
    Appropriate arts center. More all the arts including workshops and studios
    Downtown theatre
    Re-create atmosphere at Molson park
    24
    One way the City of Barrie can improve A&C in the community?
    Barrie Respondents
    Regional Respondents
    N=379
    N=533
  • 57. The Future
    • Sustainable cultural centre
    Performing house
    Space for studios, teaching, mentoring
    • Distinctly Canadian
    • 58. Excellence
    Recognized on provincial/national scale (event?)
    Not an ordinary place
    • Outdoor concert venue (Molson Park)
    • 59. Outdoor environment
    Water and forests
    Outdoor arts
    Gardens
    • Multiculturalism/local identity
    • 60. Youth involvement
    • 61. Accessible
    • 62. Enough to attract visitors for more than a day
    25
    If Barrie was as an important A&C centre, what would it be like?
    Focus Groups
  • 63. What have we learned?
    • Barrie can claim the space as the “Regional A&C Hub”
    • 64. Market strong, room to grow
    ~ 2/3 of Barrie & regional residents participated in A&C in past 3 years
    ½ of Barrie residents & ~20% residents participated in Barrie A&C last year
    Annual resident A&C expenditure $40.5M
    • As a regional centre, people appreciate
    Quality, variety, cultural diversity
    Accessibility
    Celebrating local talent
    Setting and “vacation” atmosphere
    • Kempenfest put Barrie on the A&C map
    • 65. Growing pains
    Molson Park put Barrie on the map– now lost
    Waterfront – losing setting by overuse (vendor control)
    More facilities needed/wanted
    26
    Where can Barrie Culture go from here?
    Improve A&C Communication & Awareness
    Festival & Events Strategy & Action Plan
    Improve A&C Spaces
  • 66. 1. Communication & Awareness
    • Brand Barrie Arts & Culture
    • 67. Share market insight with A&C groups
    Highlights at A&C Annual Update
    Custom analysis of 2009 survey for business decisions
    • Residents & participants should know…
    What is Arts & Culture?
    Role of Department of Culture?
    What is happening when, where?
    • Use the media of the future
    Internet, web sites, social media
    Strategic marketing using market research
    One group responsible for communicating A&C
    Logical, visible
    Collaborative, consistent
    Budget to keep up-to-date
    27
  • 68. 2. Festival & Events Strategy & Action Plan
    • Based on the research, recognize different events attract different markets
    Local vs visitors
    Build market recognition
    Align competing festivals/events
    Fit with Barrie & region
    • Nurture festivals & events that are uniquely Barrie (authenticity)
    • 69. Cross-fertilize to build awareness, interest & participation in other A&C opportunities
    • 70. Encourage accessibility for all
    • 71. Evaluation and tracking - integrated across all events
    28
  • 72. 3. Improve Arts & Cultural Spaces
    Barrie is the regional A&C hub for Central Ontario, but ratings are mediocre
    Respondents identified what could be done…
    • Waterfront is the jewel, but concern about overuse
    Do all events have to be at the waterfront?
    Sensitive use & design of waterfront for appropriate events
    Recognize limited capacity, functionality, parking, access
    • Need sustainable Arts & Culture Centre
    More than a performing arts centre
    Support local artists - artisans studios, practice spaces
    Incorporate outdoor spaces in the community
    • Upgrade the Georgian College
    theatre
    • Outdoor performance space
    Can we recapture what we’ve lost? …Molson Park
    29
  • 73. Thank You
    Comments &Questions?