Westaf - ZAPP keynote presentation September 19, 2011
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Westaf - ZAPP keynote presentation September 19, 2011

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Keynote address at ZAPP conference, Atlanta Sept. 19, 2011.

Keynote address at ZAPP conference, Atlanta Sept. 19, 2011.

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  • This film was instrumental in largely ending the marketing consideration of how films featuring African-American characters and themes were assumed to be likely rejected by mainstream audiences in the Southern States of the USA. In that regard, the film was such a major widespread success throughout the entire USA, including the South, that the marketing factor would never again be considered a major problem for any major film release.

Westaf - ZAPP keynote presentation September 19, 2011 Westaf - ZAPP keynote presentation September 19, 2011 Presentation Transcript

  • Guess who’s coming to dinner tonight?
    How to Remain Relevant When Communities Change.
    Salvador Acevedo, President
    September 19th, 2011
  • Guess who’s coming to dinner tonight?
    ffffffffffffffffffff
    Changed arts marketing forever!
  • Guess who’s coming to dinner tonight?
    How to Remain Relevant When Communities Change?
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  • Our societies are changing!
    A FEW FACTS
    A “New Mainstream” is emerging, as seen in younger populations (Census 2010).
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  • Demographic Trends by Ethnicity
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    Source: Pew Hispanic Center, 2009.
  • Minority Majority States
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  • The Wave of the “Minority” Young
    48% of children under 5 years old belong to an ethnic minority group (Asian, Latino, and Black)
    In one decade, the “majority” of Americans under 18 years old will belong to a “minority” group.
    7
    Source: US Census Bureau, 2008 & Pew Hispanic Center, 2009.
  • Changing (or changed) demographics
    Recent changes to the ethnic and cultural composition of our society will continue to alter the role and focus of arts and culture organizations.
    8
  • Our societies are changing!
    A FEW FACTS
    Negative substitution of current profile audiences (Reach Advisors, 2011).
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  • 10
  • Art Festival Participation
    Percentage of US Adult Population Attending Art Museums,
    Parks, and Festivals: 1982-2008
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    pp= percentage points
  • Our societies are changing!
    A FEW FACTS
    Cultural participation among Latinos and African Americans over-index that of non-Latino whites (GPCA, 2011).
    The economic powerof“minority” groups is growing faster than the general population (Selig Center for Economic Growth, 2009).
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  • Diversity is a matter of sustainability
    Diversity is not only the right thing to do, it is the necessary thing to do.
    We serve our communities… (Mission Case)
    ...in doing so, we secure our future (Financial Case)
    Bay Area Discovery Museum, 2011
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  • How to Remain Relevant When Communities Change?
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  • The Latino community is very interested in the arts.
    Do you agree?
    Yes
    No
  • The multi-dimensional diverse audience
    Ethnic and cultural self-identification plays a crucial role in cultural participation…
    …but it is not the only factor at play.
    It is necessary to identify the sub-segments with higher potential for engagement.
  • Cultural Participation Among Minorities
    Much of cultural participation occurs at non-arts venues.
    Broader spectrum of activities.
    Non-traditional definitions of arts and culture.
    The rise of the citizen curator.
  • The social space is crucial…!
    VS.
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  • ffffffffffffffffffff
  • New models for cultural participation are… out of the box!
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    23,000 people attended a free live simulcast of an opera at San Francisco’s
    AT&T ballpark, an effort by the San Francisco Opera to engage younger audiences.
  • The use of the social space that facilitates interaction / collaboration
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  • Model for New Audience Engagement
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    Not everybody will come, but a lot of people will know about you!
  • Model for Cultural Competence
    Leadership
    Commitment by key staff and stakeholders
    Structural changes
    Resources
    Culturally responsive services
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  • Model for Cultural Competence
    Leadership
    • It can come from any place, but it is easier if comes from the top down
    • Recover institutional memory
    Chinese New Year
    Dia de los Muertos
  • Model for Cultural Competence
    Commitment by key staff and stakeholders
    • Resistance to change, internally and externally
    • Plan for multicultural engagement
    Structural changes
    • Identify systems and processes that need to change
    Image courtesy of the Exploratorium
    Image courtesy of Rene Yañez
  • Model for Cultural Competence
    Resources
    • Identify the most appropriate model for each organization:
    Financial Resources Human Resources
    © Monterey Bay Aquarium/Randy Wilder
    Image courtesy of the Exploratorium
  • Model for Cultural Competence
    Culturally responsive services
    Evaluation:
    • Quantitative -Do your visitors reflect the diversity of your city/community/region?
    • Qualitative - Do the communities you are looking to engage see you as a resource?
  • An Internal Assessment...
    How many attending this session identify as…
    Non-Latino White?
    African American
    Latino/a
    Asian
    Native American
    Mixed
    Other
    28
  • An Internal Assessment...
    • “…too many middle aged hyper educated (non-Latino) white people are going to limit the degree to which museums incorporate other points of view.” *
    • Eric Siegel, Director of New York Hall of Science.
    • “We don’t have enough people of color in leadership positions in the arts”
    • Vivian Phillips, Hansberry Project at ACT.
    29
    * Source: Demographic Transformation and the Future of Museums, AAM, 2010.
  • Your Strategy
    Your Audience
    (In search of) Multicultural Engagement – The Intercultural Model
    30
  • (In search of) Multicultural Engagement -
    The Intercultural Model
    • Your strategy should be holistic.
    You should consider minorities as a whole, not only as their ethnic / cultural identification.
    • Your strategy should be inclusive.
    Strategy should treat all your audiences as integrated parts of the overall population.
    • General marketing communications strategies should address and be appealing to minorities too.
    • Intercultural strategy.
    31
  • Questions and Answers
    • Q & A
    Bay Area Discovery Museum, 2011
  • Thank you!
    415. 404 6982
    hello@contemporanea.us
    440-B Ninth Street
    San Francisco, CA 94103
    contemporanea.us
    34
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