Created in BarrieUnderstanding Barrie’s Arts & Culture Markets<br />Presentation at <br />Department of Culture Annual Upd...
2<br />Why?<br />To understand market opportunities for Barrie’s A&C sector<br /><ul><li>Barrie’s regional positioning for...
Input to Strategic & Business Plans
Baseline research to measure future growth of the A&C market
Input to future cultural infrastructure projects</li></ul> -> Market information to share with A&C orgs & Tourism Barrie<b...
How?<br />Phase 1: Barrie Arts Committee Input Workshop<br />Phase 2: Resident Surveys<br />710 Barrie (half north & south...
Important Definitions<br />Arts & Culture<br /><ul><li>All varieties of music (rock, jazz, folk, classical)
All types of performances (drama, dance, music, readings)
All type of visual arts (galleries, tours)
Community events with an A&C component
History (museums, re-enactments, historical sites and events)
Cultural heritage celebration</li></ul>Participation<br />Audience<br />Performer or artist<br />Student<br />Member of an...
5<br /> “Respondents” vs “Residents”<br />Screened for participating in Arts & Culture in past 3 years<br />Barrie & Regio...
Post-secondary educated
85% households had 2+ people
Just over 1/3 had children at home </li></ul>Barrie Respondents<br /><ul><li>Lived in Barrie average of 18 years
  Range <1 to 40 years</li></ul>Projecting to the Barrie population, based on the results of the survey screening question...
6<br />Respondents’ Participation in A&C<br />Barrie and Regional respondents have very similar patterns<br /><ul><li>High...
Almost all attended performances/shows/events
Over 30% involved as performers/organizers/students</li></ul>Barrie respondents have higher arts & crafts participation (K...
7<br />Barrie vs The Region<br /><ul><li>Barrie respondents had highest participation in Barrie for all categories
Very high Arts & Crafts participation</li></ul>Travel from Barrie for at least one performance/year?<br /><ul><li>70% of r...
Orion (2005) 54% of residents
GTA big music draw
Own communities for everything else, except…</li></ul>Barrie for arts & crafts<br />
8<br />Respondents’ Annual Household A&C Spending<br />Barrie residents tended to spend more than regional residents for a...
PRIZM C2 Geo-Demographic Analysis<br />Tool developed by Environics Analytics Group<br />ww.environicsanalytics.ca<br />Ma...
PRIZM for A&C in Barrie<br />Calculated a Barrie A&C Index  for Barrie’s PRIZM clusters (25)<br />		A&C Index =  % of A&C ...
11<br />
Making Decisions About <br />Participating in A&C<br />12<br />Women lead family decisions<br />
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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 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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Created in Barrie

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

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