Westaf - ZAPP keynote presentation September 19, 2011

Guess who’s coming to dinner tonight?
How to Remain Relevant When Communities Change.
Salvador Acevedo, President
September 19th, 2011

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Changed arts marketing forever!

How to Remain Relevant When Communities Change?

Our societies are changing!
A FEW FACTS
A “New Mainstream” is emerging, as seen in younger populations (Census 2010).

Demographic Trends by Ethnicity
Source: Pew Hispanic Center, 2009.

Minority Majority States

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.
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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.
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A FEW FACTS
Negative substitution of current profile audiences (Reach Advisors, 2011).

Art Festival Participation
Percentage of US Adult Population Attending Art Museums,
Parks, and Festivals: 1982-2008
pp= percentage points

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).

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

How to Remain Relevant When Communities Change?

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.

New models for cultural participation are… out of the box!
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

Model for New Audience Engagement
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

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

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

Resources
Identify the most appropriate model for each organization:
Financial Resources Human Resources
© Monterey Bay Aquarium/Randy Wilder
Image courtesy of the Exploratorium

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
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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.
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* Source: Demographic Transformation and the Future of Museums, AAM, 2010.

Your Strategy
Your Audience
(In search of) Multicultural Engagement – The Intercultural Model
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(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.
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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
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Westaf - ZAPP keynote presentation September 19, 2011

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