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Vision Presentation prepared for the City of Round Rock Arts and Culture Master Plan.

Vision Presentation prepared for the City of Round Rock Arts and Culture Master Plan.

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Round Rock Visioning Presentation Presentation Transcript

  • 1. Visioning
    Community Forums 21-23 February, 2011
  • 2. What
    Why
    Observations
    Process – Strategic Plan
    Preliminary Findings
    Vision
    Emerging Themes - Objectives
    Prioritize with Evaluation Criteria
    Input
    ART
    CULTURE
    http://roundrocktexas.gov/cc
    Must come from within -
    Not served on a tray
  • 3. WHAT IS ART AND CULTUREmust come from within
    Animated presentation
  • 4. PURPOSEobjectives of study
    Comprehensive ten-year strategic plan and implementation guide to define the role of the City in supporting arts and culture in public spaces.
    Filling the arts and culture gap
    Leveraging town center development with public investment in the arts
    Making Round Rock a “destination of choice”
    • Retain and attract competitive workforce
    • 5. Differentiate and create new demand
    • 6. Provide a communal environment and promote civic pride
    • 7. Outline initiatives to encourage social connections that result from diverse artistic uses and educational programming
  • UNDERSTANDINGenviable report card
    City of Round Rock
    • Seventh-best American small city in
    which to live
    • Strong Economic Development
    Program
    • Convenient Access to Transportation
    • 8. Attractive Residential Communities
    • 9. Intact, Pedestrian Friendly Historic Core
    • 10. Extraordinarily Safe and Secure
    • 11. Strong Community Spirit
    • 12. Desirable Proximity to Region
    • 13. 1,700 acres of Parks and Trails
    • 14. Quality School System
    • 15. High Level of Municipal Services
  • UNDERSTANDINGready for another transformation
    City of Round Rock
    • Seventh-best American small city in
    which to live
    • Strong Economic Development
    Program
    • Convenient Access to Transportation
    • 16. Attractive Residential Communities
    • 17. Intact, Pedestrian Friendly Historic Core
    • 18. Extraordinarily Safe and Secure
    • 19. Strong Community Spirit
    • 20. Desirable Proximity to Region
    • 21. 1,700 acres of Parks and Trails
    • 22. Quality School System
    • 23. High Level of Municipal Services
    • 24. Arts and Culture
  • PURPOSEobjectives of study
    “To make a big splash in the global pond of spectacle culture today, you have to have a big rock to drop.”
    Hal Foster, Art Critic
    Every community’s “rock” is different.
    Middlesbrough, UK
    Community Gardens + Artisan Cooking
  • 25. OBSERVATIONSplace and people
    Town of Brushy became Round Rock . 1854 Begins in Old Town near the Brushy Creek Cattle Crossing (Thomas Oatts Post Office 1851)
    History of :
    Growth Big Ideas Change Quality of Place Stimulating Experience
  • 26. OBSERVATIONSplace and people
    Round Rock Moves Southeast in 1878, Williamson County Deed Records Plot – 125 acres
    Big Moves
  • 27. OBSERVATIONSplace and people
    Masonic Temple
    Train Station
    Some Constants
    Olson House
    202-204 East Main
    Sam Bass Theatre
    118 East Main
  • 28. OBSERVATIONSplace and people
     1959, Freeway construction at McNeil Road in Round Rock
    Uninhibited “Progress”
  • 29. OBSERVATIONSplace and people
    When a Round Rock gas station began closing early each afternoon during the oil
    crisis of 1973
    Community – 1973 Afternoon Dominoes
  • 30. OBSERVATIONSplace and people
    1996 Dell Moves Headquarters to Round Rock – Prior other high tech companies relocate
    Pivotal Decisions Take Form
  • 31. OBSERVATIONSplace and people
    Changes in character, scale, and density – f from bedroom community to edge city
    Evolution
  • 32. OBSERVATIONSplace and people
    Nelson-Carter House and Brushy Creek Crossing
    Preservation of Historic Assets + Open Spaces
  • 33. OBSERVATIONSplace and people
    RRISD PAC
    Today – Range of Environments
  • 34. OBSERVATIONSplace and people
    Strong Community Based Activity
    Active Arts and Culture
  • 35. OBSERVATIONSplace and people
    Exceptional Community Rooted in Tradition and Propelled by Growth + Innovation
    Why a study Round Rock can accomplish anything?
    Strategic Planning Process
    Analyzing Data and Projecting Needs Comes Before Accommodating Change
  • 36. PROCESSstrategic plan - key tasks
  • 37. PROCESSstrategic planning steps
  • 38. PROCESSoutreach, listen, and understand
    5STARTUP BACKGROND MEETINGS
    65STAKEHOLDER INTERVIEWS
    54REGISTERED COFFEE ATTENDEES
    18UNREGISTERD COFFEE ATTENDEES
    30SITE VISITS + TOURS
    3STEERING COMMITTEE MEETINGS
    3,000BLOG HITS, TWEETING, + FACEBOOK
    3,182
    +7 H3 + Webb Visits
  • 39. PROCESS research BEST PRATICES
  • 40. PROCESSresearch PLACE
  • 41. PROCESSresearch PEOPLE
  • 42. PROCESSresearch DATA
  • 43. PROCESSresearch DATA
  • 44. PROCESSassessed DATA
    Research and Analysis
    • Key trends in the arts and cultural industry
    • 45. Characteristics of Arts Participants and Trends in Participation
    • 46. Round Rock Audience and Market Analysis
    • 47. MARKET CONCLUSIONS
    • 48. Cultural Inventory
    • 49. Visual Arts and Other Cultural Spaces
    • 50. Performing Arts Space
    • 51. Educational and Participatory Program Space
    • 52. Other Attractions and Events
    • 53. INVENTORY CONCLUSIONS
    • 54. Round Rock Cultural Community
    • 55. CRITICAL NEEDS
    • 56. Benefits and Impacts
    • 57. Cultural Tourism – stay longer and spend more
    • 58. Sense of Place and Quality of Life – people like to live and work in creative places
    • 59. Quality of Workforce and Corporate Recruitment
    • 60. Teaching Innovation and Creativity
    • 61. Community Development
    • 62. Artistic Activity is Decentralizing Towards Communities Like Round Rock
  • PRELIMINARY FINDINGSreport – February 11, 2011
    • Small Pockets of Activity
    • 63. Large Events
    • 64. Programming
    • 65. Customized Experiences
    • 66. Flexibility
    Large
    Venues
    =
    Key audience segments include:
    • Families
    • 67. Ethnically-specific populations (Lat. / A-A)
    • 68. Couples without children young and old
    • 69. Eds and meds
    • 70. VFRs and Visitors who could stay longer
    Gaps:
    • Science, technology and media
    • 71. Adult participatory programs
    • 72. Professional children’s
    programming (regional)
    • Jazz (regional)
    • 73. Gathering places and spaces
  • PRELIMINARY FINDINGSreport – February 11, 2011
    Cultural Community Needs:
    Market Conclusions:
    Inventory Conclusions:
    • “Space”
    Space to create and exhibit/perform
    Opportunities to come out of schools, churches and homes
    • Visibility, identity and support
    • 74. One centralized resource
    • 75. Funding resources and fundraising skills
    • 76. Advocacy
    Is Round Rock of the size
    and characteristics that
    suggest latent demand for
    cultural programming?
    There is an audience (education, income, race) with more diversity than most realize
    Many are currently going to Austin or Georgetown
    What if we better serve and cultivate what’s already here
    There is potential for demand to increase given coming changes
    • City is a key provider via Parks & Rec & Library
    • 77. Irregular live performance except for StarCo and Junior’s Grill and Icehouse
    • 78. Community, grassrootsactivity
    • 79. Lots of commercial providers (program)
    • 80. Artists not represented here
    • 81. Events are key
  • PRELIMINARY FINDINGSreport – February 11, 2011
    Long Center
    RRISD PAC
    shows gaps in quality and
    capacity of local spaces
    quality
    capacity
    # of Types of programs in each facility:
    Greatest
    Fewest
  • 82. PRELIMINARY FINDINGSreport – February 11, 2011
    Long Center
    RRISD PAC
    shows gaps in quality and
    capacity of local spaces
    quality
    capacity
    # of Types of programs in each facility:
    Greatest
    Fewest
  • 83. RRISD PAC
    shows gaps in quality and
    capacity of local spaces
    quality
    capacity
    # of Types of programs in each facility:
    Greatest
    Fewest
  • 84. PRELIMINARY should we begin implementation to meet all of these needs?
    YES, a critical part
    Audience Profiles
    a
    b
    c
    d
    e
    Unique Use Patterns + Needs
    Overall Themes or Objectives
    Prioritized by Established Criteria
    And Refined
    Strategies to Implement: Public Policy, Organizational Infrastructure, Programs, Events, and Facilities
    In the experience economy, services are linked together to form memorable events or places that personally engage….. Like the “I” products:
    Use Value
    Sign or Identity Value
    Experiential Value
    Needs to Do More
    Create Community
    Make Each Resident or Visitor Feel
    as Though They Belong
  • 85. PRELIMINARY can we get from “community choirs” to acclaimed organizations?
    YES, such as
    There are ensembles which started with a local reach and have grown to hold a more national/international reputation.  Each took a unique path through performance, commissions, touring, and adventurous programming:  
    • Conspirare, Austin
    • 86. Young People's Chorus of New York City
    • 87. Dessoff Choirs
    • 88. Vocal Essence, Minneapolis
    • 89. Founded in1969 as an arts outreach program
    of Plymouth Congregational Church
    • VocalEssence has commissioned or premiered
    more than 130works to date
    • VocalEssence wins 2011Joyce Award - $50,000
    Source: Distinguished Concerts International
    • presenter/producer
    • 90. talent incubator and presenter of broadly accessible,
    world-class musical entertainment
     
  • 91. PRELIMINARY should we begin building a medium or large venue immediately?
    NOT yet but plan
    • +100K pop municipalities need a strong program partner for 200 booked nights / year to finance & operate
    • 92. Potential 70M facility - 125K SF at $500-600/SF hard + soft costs (35M – smaller)
    • 93. A institutional partner helps to amortize costs, i.e. RiverCenter, San Marcos etc.
    • 94. Larger places like Amarillo or Salt Lake City have at least twenty separate entities providing programming
    • 95. Opportunity for public-private
    partnership at Higher Ed Center
    • Nearer term provide low-cost incubator
    to advance organizations, while a +/-5
    year funding plan is developed
    • Science museum / PAC might be a
    better opportunity for corporate giving
    2 River Theater, Red Bank, NJ
    Whitaker Center for Science and the Arts (IMAX, Science, Stage)
  • 96. PRELIMINARY partnerships are key – multiple project champions
    Imaginon, The Joe and Joan Martin Center, Charlotte, North Carolina
    Collaboration between unlikely partners at the time…..
    Charlotte-Mecklenburg Public Library and Children’s Theatre (114,000sf $25m 2004)
  • 97. VISIONoverarching common elements
    ART AND CULTURE IN ROUND ROCK SHOULD BE CULTIVATED IN A WAY THAT STRENGTHENS COMMUNITY AND CREATES GREATER ATTACHMENT TO PLACE.
  • 98. 6 EMERGING THEMESobjectives that lead to opportunities
    1. Establishing Round Rock as a place where artists and arts
    organizations thrive. 
    2. Supporting the development of Round Rock as a place for
    'making and doing' art.
    3. Positioning Round Rock as a family destination for the
    arts AND sports.
    4. Celebrating the history and heritage of Round Rock
    to create cultural experiences.
    5. Bringing higher ed and health science and
    creative industries together to innovate.
    6. Place making with arts and culture.
  • 99. 1 EMERGING THEMESobjectives that lead to opportunities
    Establishing Round Rock as a place where artists and arts organizations thrive. 
    Opportunities
    • Centralized marketing portal
    • 100. Advocacy Events
    • 101. Professionalize Arts Council and
    organizations
    • Organize advocacy activities that build
    awareness
    • Communicate value and elicit support
    from volunteers, donors, and
    community leaders
    • Fulltime City director of cultural affairs
    • 102. Develop an arts + culture incubator
    • 103. Your ideas?
    ArtSpace Main Street – Round Rock Arts Council
  • 104. 1 EMERGING THEMES objectives that lead to opportunities
    Establishing Round Rock as a place where artists and arts organizations thrive. 
    Why
    • Levels of educational attainment vs. existing
    supply suggest latent demand for cultural
    programming.
    • Existing arts organizations limited by lack of
    services, funding and other resources.
    • Encourages the development of new activity,
    responding to a community desire to attract and
    serve the creative class.
    • A continuing evolution toward a full-service
    community.
    2.47
    4.26
    7.64
    18.87
  • 105. 1 EMERGING THEMESplace for arts and culture to thrive
    ArtPrize, Grand Rapids, MI (other locations)
    Multi-purpose arts incubator, Detroit
  • 106. 1 EMERGING THEMESplace for arts and culture to thrive
    Arlington, VA Arts Center – Incubator
    Signature Theater, 1st Incubator Success
    • Started in 1990 at cost of $80,000
    • 107. Adaptive re-use in County-owned
    buildings, privately owned facilities
    • Low cost space
    • 108. Grants, in form of funding, space, or
    administrative and production services
    Signature Theater New Venue
  • 109. 3 EMERGING THEMESfamily destination for arts AND sports
    Shared Use of Existing Facilities to High Tech Applications
  • 110. 2 EMERGING THEMESfocus areas
    Supporting the development of Round Rock as a place for 'making and doing' art.
    Opportunities
    • Hands—on programs
    • 111. Non-traditional and technology based
    art forms
    • Combine science, technology, and art
    • 112. Film and TV production – work with Art
    Institute
    • High-tech and media rich cultural
    programming
    • Gaming and digital media
    • 113. Your ideas?
  • 2 EMERGING THEMESfocus areas
    Supporting the development of Round Rock as a place for 'making and doing' art.
    Why
    • Trends in cultural participation for 'hands-on'
    and interactive participation
    • 38 local facilities provide hands-on cultural
    programming.  15 of those provide adult
    programs (on a limited basis) while 35 of 38
    provide youth programs.
    • 8% of American adults performed or
    created at least one type of music, theater or
    dance. (1st, ages 18 to 24 followed by baby-
    boomer/empty-nesters ages 45 to 64)
    • 33% of adults take music lessons at some
    point & 18% visual arts classes
    • Complements Austin’s reputation as a place
    to see live & visual arts.
    • Supports community connectedness –
    "social capital."
  • 114. 2 EMERGING THEMES ‘making and doing’ art
    Maker Faire
    MAKE, create, learn, invent, CRAFT, recycle, think, play, celebrate, and be inspired by the arts
  • 115. 3 EMERGING THEMESfamily destination for arts AND sports
    Planned E. Main St. – Three Doors Gallery and Main Street Sweets
    Instructional Studio, Kids Gallery Wall, Exhibit Space, and Retail
  • 116. 3 EMERGING THEMESfocus areas
    Positioning Round Rock as a family destination for the sports + arts.
    Opportunities
    • Arts in the parks events
    • 117. “Age friendly” programs and events
    • 118. “Science Circus”
    • 119. Kid art
    • 120. Creative center for science and
    technology
    • Science museum and theater
    • 121. Your ideas?
  • 3 EMERGING THEMESfocus areas
    Positioning Round Rock as a family destination for the arts AND sports.
    Why
    • Builds on existing family sports reputation
    & large regional visitation of 10 million and growing.
    • Thirty percent of adults say that a specific
    arts, cultural or heritage event or activity
    influenced their choice of destination.  
    • Cultural tourists spend more ($623 vs $457)
    & travel longer (5.2 nights vs 3.4 nights) than
    average visitors.
    • Texas is the second most-visited state by
    cultural tourists. (Californian #1)
    • Responds to demographics which indicate
    over 30% of population are under 18.
  • 122. 3 EMERGING THEMESfamily destination for arts AND sports
    Arts in the Parks Family Entertainment Series (Fairfax, VA)
    Visual Art in the Park
  • 123. 3 EMERGING THEMESfamily destination for arts AND sports
    Exceptional Landscape Melding Disparate Uses: Sports + Arts
  • 124. 4 EMERGING THEMESfocus areas
    Celebrating the history and heritage of Round Rock to create cultural experiences.
    Opportunities
    • Opportunity to explore the relationship
    between nature, heritage, recreation, and
    the arts
    • Include recent and past – from cattle
    drive to silicon chip
    • Recognize rich diversity
    • 125. Enhance surroundings of existing assets
    • 126. Your ideas?
    Chisholm Trail and Brushy Creek
    Nelson-Carter House
  • 127. 4 EMERGING THEMESfocus areas
    Celebrating the history and heritage of Round Rock to create cultural experiences.
    Why
    • Rooted - 76% of community survey
    respondents having lived in Round Rock
    longer than 5 years.
    • Builds on unique identity and offer an
    authentic “brand”.
    • Augments existing cultural assets such as
    Settlers Park and sculptures at Chisolm
    Trail.
    • Attracts and serves the largest diversity of
    populations.
    • Historic sites and heritage destinations
    represent the most significant form of
    cultural participation. (56M Americans
    visited historic sites over the last 12
    months.)
    56m
    Historic Sites
  • 128. 4 EMERGING THEMEShistory and heritage
    Riverfront Heritage Trail (Kansas City, MO)
  • 129. 3 EMERGING THEMESfamily destination for arts AND sports
    Old Settlers Association
    Heritage Trail on Brushy Creek: Past, Present, and Future (Parks and Rec. Plan)
  • 130. 5 EMERGING THEMESfocus areas
    Bringing higher ed and health science and creative industries together to innovate.
    Opportunities
    • Art therapy
    • 131. STEM to STEAM
    Science, Technology, Engineering, Math
    Integral with Art
    • Public-private partnerships and shared
    facilities
    • Northwest’s high growth potential
    • 132. Availability of large land parcels
    • 133. Your ideas?
  • 5 EMERGING THEMESfocus areas
    Bringing higher ed and health science and creative industries together to innovate.
    Why
    • Builds on tech-reputation and
    current developments to position
    Round Rock as a place for
    innovation.
    • Attracts a unique population (eds
    and meds) that represent important
    components of the creative class.
    • Responds to Round Rocks
    entrepreneurial spirit.
    • In line with national trends that
    suggests that more value is being
    placed on right brain creative
    thinking.
  • 134. 5 EMERGING THEMEShigher ed + health + creative industries
    Art Therapy Studio, partnership b/t non-profit and MetroHealth Medical Center (Cleveland, OH)
  • 135. 3 EMERGING THEMESfamily destination for arts AND sports
    The Future: Economy, Population, Public-Private Partnerships
  • 136. 6 EMERGING THEMESfocus areas
    Place making with arts and culture.
    Opportunities
    • Informal arts presenting / producing
    • 137. Public art
    • 138. Art “everywhere” approach
    encouraging integration into
    everyday life
    • Coalesce, expand, and connect the
    network of activities
    • Transform with buildings,
    infrastructure, or open spaces
    • Multiple activities or clustered hubs
    linked together to form memorable
    events or places
    • Arts Incubator – new or reuse
    • 139. Your ideas?
  • 6 EMERGING THEMESfocus areas
    Place making with arts and culture.
    Why
    • Responds to community desire for
    informal gathering places.
    • Provides a vehicle to accommodate
    existing and new cultural assets and
    activity.
    • Accommodates three leading drivers
    (social offerings, openness and
    beauty) for community
    attachment,  which maybe
    be a leading indicator for economic
    growth.
    source: Gallup Study, Nov. 15 2010
  • 140. 6 EMERGING THEMESplace making with arts and culture
    Columbus, Ohio Arts and Education District
  • 141. 3 EMERGING THEMESfamily destination for arts AND sports
    Downtown Near-term Proof of Concept Opportunities
    Mays and East Main Becomes a Gateway – “Arts Station”
  • 142. Place Making with Dispersed Arts and Culture
  • 143. Place Making with Dispersed Arts and Culture
    Activity Points
    Venues
    Potential Connections
    Potential Networks
    Potential Clusters - Nodes
  • 144. Place Making with Dispersed Arts and Culture
    Activity Points
    Venues
    Potential Connections
    Potential Networks
    Potential Clusters - Nodes
  • 145. Place Making with Dispersed Arts and Culture
    Activity Points
    Venues
    Potential Connections
    Potential Networks
    Potential Clusters - Nodes
  • 146. Place Making with Dispersed Arts and Culture
    Activity Points
    Venues
    Potential Connections
    Potential Networks
    Potential Clusters - Nodes
  • 147. Place Making with Dispersed Arts and Culture
    Activity Points
    Venues
    Potential Connections
    Potential Networks
    Potential Clusters - Nodes
  • 148. Place Making with Dispersed Arts and Culture
    Activity Points
    Venues
    Potential Connections
    Potential Networks
    Potential Clusters - Nodes
  • 149. Place Making with Dispersed Arts and Culture
    Activity Points
    Venues
    Potential Connections
    Potential Networks
    Potential Clusters - Nodes
  • 150. Place Making with Dispersed Arts and Culture
    Activity Points
    Venues
    Potential Connections
    Potential Networks
    Potential Clusters - Nodes
  • 151. PRIORITIZE CRITERIA
    _____ Support the economic development of our community, specifically to drive further development in the downtown or planned growth areas.  
    _____ Support local artists and arts organizations in their ability to create, perform and exhibit art. 
    _____ Create new opportunities for citizens of Round Rock to personally develop and actively express themselves through the arts.  
    _____ Build Round Rock’s regional reputation and recognition within the greater Austin area.
    _____ Further establish Round Rock as a destination, drawing tourists and visitors to spend time and money here. 
    _____ Help make Round Rock afull service community, contributing to a high quality of life for local residents.   
    _____ Inspire residents to feel more emotionally connected to Round Rock by encouraging social interaction & providing a sense of place.   
    _____Inspire innovation & unique collaboration across community sectors.
    ?
  • 152. NEXT STEPS strategies to achieve select themes
    • Explore Opportunities for Each Theme
    • 153. Prioritize Evaluation Criteria
    • 154. Align Themes Based on Priorities
    • 155. Refine Opportunities
    • 156. Develop Strategies to Implement
    • 157. Critical Paths – Roadmap
    • 158. Cost
    • 159. Funding Strategies
  • NEXT STEPS your input
    Thank you
    For more information or to provide input:
    • Read The Arts and Culture Strategic Plan Blog:
    http://roundrocktexas.gov/cc
     
    • Email us at:
    ArtRocks@round-rock.tx.us
     
    • Follow us on Twitter:
    @ArtRocksRR