Round Rock Visioning Presentation

Visioning
Community Forums 21-23 February, 2011

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

WHAT IS ART AND CULTUREmust come from within
Animated presentation

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
Differentiate and create new demand
Provide a communal environment and promote civic pride
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
Attractive Residential Communities
Intact, Pedestrian Friendly Historic Core
Extraordinarily Safe and Secure
Strong Community Spirit
Desirable Proximity to Region
1,700 acres of Parks and Trails
Quality School System
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
Attractive Residential Communities
Intact, Pedestrian Friendly Historic Core
Extraordinarily Safe and Secure
Strong Community Spirit
Desirable Proximity to Region
1,700 acres of Parks and Trails
Quality School System
High Level of Municipal Services
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

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

Round Rock Moves Southeast in 1878, Williamson County Deed Records Plot – 125 acres
Big Moves

Masonic Temple
Train Station
Some Constants
Olson House
202-204 East Main
Sam Bass Theatre
118 East Main

1959, Freeway construction at McNeil Road in Round Rock
Uninhibited “Progress”

When a Round Rock gas station began closing early each afternoon during the oil
crisis of 1973
Community – 1973 Afternoon Dominoes

1996 Dell Moves Headquarters to Round Rock – Prior other high tech companies relocate
Pivotal Decisions Take Form

Changes in character, scale, and density – f from bedroom community to edge city
Evolution

Nelson-Carter House and Brushy Creek Crossing
Preservation of Historic Assets + Open Spaces

RRISD PAC
Today – Range of Environments

Strong Community Based Activity
Active Arts and Culture

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

PROCESSstrategic plan - key tasks

PROCESSstrategic planning steps

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

PROCESS research BEST PRATICES

PROCESSresearch PLACE

PROCESSresearch PEOPLE

PROCESSresearch DATA

PROCESSassessed DATA
Research and Analysis
Key trends in the arts and cultural industry
Characteristics of Arts Participants and Trends in Participation
Round Rock Audience and Market Analysis
MARKET CONCLUSIONS
Cultural Inventory
Visual Arts and Other Cultural Spaces
Performing Arts Space
Educational and Participatory Program Space
Other Attractions and Events
INVENTORY CONCLUSIONS
Round Rock Cultural Community
CRITICAL NEEDS
Benefits and Impacts
Cultural Tourism – stay longer and spend more
Sense of Place and Quality of Life – people like to live and work in creative places
Quality of Workforce and Corporate Recruitment
Teaching Innovation and Creativity
Community Development
Artistic Activity is Decentralizing Towards Communities Like Round Rock

PRELIMINARY FINDINGSreport – February 11, 2011
Small Pockets of Activity
Large Events
Programming
Customized Experiences
Flexibility
Large
Venues
=
Key audience segments include:
Families
Ethnically-specific populations (Lat. / A-A)
Couples without children young and old
Eds and meds
VFRs and Visitors who could stay longer
Gaps:
Science, technology and media
Adult participatory programs
Professional children’s
programming (regional)
Jazz (regional)
Gathering places and spaces

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
One centralized resource
Funding resources and fundraising skills
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
Irregular live performance except for StarCo and Junior’s Grill and Icehouse
Community, grassrootsactivity
Lots of commercial providers (program)
Artists not represented here
Events are key

Long Center
RRISD PAC
shows gaps in quality and
capacity of local spaces
quality
capacity
# of Types of programs in each facility:
Greatest
Fewest

RRISD PAC
shows gaps in quality and
capacity of local spaces
quality
capacity
# of Types of programs in each facility:
Greatest
Fewest

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

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
Young People's Chorus of New York City
Dessoff Choirs
Vocal Essence, Minneapolis
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
talent incubator and presenter of broadly accessible,
world-class musical entertainment

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
Potential 70M facility - 125K SF at $500-600/SF hard + soft costs (35M – smaller)
A institutional partner helps to amortize costs, i.e. RiverCenter, San Marcos etc.
Larger places like Amarillo or Salt Lake City have at least twenty separate entities providing programming
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)

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)

VISIONoverarching common elements
ART AND CULTURE IN ROUND ROCK SHOULD BE CULTIVATED IN A WAY THAT STRENGTHENS COMMUNITY AND CREATES GREATER ATTACHMENT TO PLACE.

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.

1 EMERGING THEMESobjectives that lead to opportunities
Establishing Round Rock as a place where artists and arts organizations thrive.
Opportunities
Centralized marketing portal
Advocacy Events
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
Develop an arts + culture incubator
Your ideas?
ArtSpace Main Street – Round Rock Arts Council

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

1 EMERGING THEMESplace for arts and culture to thrive
ArtPrize, Grand Rapids, MI (other locations)
Multi-purpose arts incubator, Detroit

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
Adaptive re-use in County-owned
buildings, privately owned facilities
Low cost space
Grants, in form of funding, space, or
administrative and production services
Signature Theater New Venue

3 EMERGING THEMESfamily destination for arts AND sports
Shared Use of Existing Facilities to High Tech Applications

2 EMERGING THEMESfocus areas
Supporting the development of Round Rock as a place for 'making and doing' art.
Opportunities
Hands—on programs
Non-traditional and technology based
art forms
Combine science, technology, and art
Film and TV production – work with Art
Institute
High-tech and media rich cultural
programming
Gaming and digital media
Your ideas?

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."

2 EMERGING THEMES ‘making and doing’ art
Maker Faire
MAKE, create, learn, invent, CRAFT, recycle, think, play, celebrate, and be inspired by the arts

Planned E. Main St. – Three Doors Gallery and Main Street Sweets
Instructional Studio, Kids Gallery Wall, Exhibit Space, and Retail

Positioning Round Rock as a family destination for the sports + arts.
Opportunities
Arts in the parks events
“Age friendly” programs and events
“Science Circus”
Kid art
Creative center for science and
technology
Science museum and theater
Your ideas?

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.

Arts in the Parks Family Entertainment Series (Fairfax, VA)
Visual Art in the Park

Exceptional Landscape Melding Disparate Uses: Sports + Arts

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
Enhance surroundings of existing assets
Your ideas?
Chisholm Trail and Brushy Creek
Nelson-Carter House

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

4 EMERGING THEMEShistory and heritage
Riverfront Heritage Trail (Kansas City, MO)

Old Settlers Association
Heritage Trail on Brushy Creek: Past, Present, and Future (Parks and Rec. Plan)

Bringing higher ed and health science and creative industries together to innovate.
Opportunities
Art therapy
STEM to STEAM
Science, Technology, Engineering, Math
Integral with Art
Public-private partnerships and shared
facilities
Northwest’s high growth potential
Availability of large land parcels
Your ideas?

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.

5 EMERGING THEMEShigher ed + health + creative industries
Art Therapy Studio, partnership b/t non-profit and MetroHealth Medical Center (Cleveland, OH)

The Future: Economy, Population, Public-Private Partnerships

Place making with arts and culture.
Opportunities
Informal arts presenting / producing
Public art
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
Your ideas?

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

6 EMERGING THEMESplace making with arts and culture
Columbus, Ohio Arts and Education District

Downtown Near-term Proof of Concept Opportunities
Mays and East Main Becomes a Gateway – “Arts Station”

Place Making with Dispersed Arts and Culture

Place Making with Dispersed Arts and Culture
Activity Points
Venues
Potential Connections
Potential Networks
Potential Clusters - Nodes

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.
?

NEXT STEPS strategies to achieve select themes
Explore Opportunities for Each Theme
Prioritize Evaluation Criteria
Align Themes Based on Priorities
Refine Opportunities
Develop Strategies to Implement
Critical Paths – Roadmap
Cost
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

Round Rock Visioning Presentation

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