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

Published in: Business, News & Politics
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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.
  • Transcript

    • 1. Guess who’s coming to dinner tonight?
      How to Remain Relevant When Communities Change.
      Salvador Acevedo, President
      September 19th, 2011
    • 2. Guess who’s coming to dinner tonight?
      ffffffffffffffffffff
      Changed arts marketing forever!
    • 3. Guess who’s coming to dinner tonight?
      How to Remain Relevant When Communities Change?
      ffffffffffffffffffff
    • 4. Our societies are changing!
      A FEW FACTS
      A “New Mainstream” is emerging, as seen in younger populations (Census 2010).
      ffffffffffffffffffff
    • 5. Demographic Trends by Ethnicity
      ffffffffffffffffffff
      Source: Pew Hispanic Center, 2009.
    • 6. Minority Majority States
      ffffffffffffffffffff
    • 7. 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.
    • 8. 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
    • 9. Our societies are changing!
      A FEW FACTS
      Negative substitution of current profile audiences (Reach Advisors, 2011).
      ffffffffffffffffffff
    • 10. 10
    • 11. Art Festival Participation
      Percentage of US Adult Population Attending Art Museums,
      Parks, and Festivals: 1982-2008
      ffffffffffffffffffff
      pp= percentage points
    • 12. 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).
      ffffffffffffffffffff
    • 13. 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
      ffffffffffffffffffff
    • 14. How to Remain Relevant When Communities Change?
      ffffffffffffffffffff
    • 15. The Latino community is very interested in the arts.
      Do you agree?
      Yes
      No
    • 16. 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.
    • 17. 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.
    • 18. The social space is crucial…!
      VS.
      ffffffffffffffffffff
    • 19. ffffffffffffffffffff
    • 20. New models for cultural participation are… out of the box!
      ffffffffffffffffffff
      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.
    • 21. The use of the social space that facilitates interaction / collaboration
      ffffffffffffffffffff
    • 22. Model for New Audience Engagement
      ffffffffffffffffffff
      Not everybody will come, but a lot of people will know about you!
    • 23. Model for Cultural Competence
      Leadership
      Commitment by key staff and stakeholders
      Structural changes
      Resources
      Culturally responsive services
      ffffffffffffffffffff
    • 24. Model for Cultural Competence
      Leadership
      • It can come from any place, but it is easier if comes from the top down
      • 25. Recover institutional memory
      Chinese New Year
      Dia de los Muertos
    • 26. Model for Cultural Competence
      Commitment by key staff and stakeholders
      • Resistance to change, internally and externally
      • 27. Plan for multicultural engagement
      Structural changes
      • Identify systems and processes that need to change
      Image courtesy of the Exploratorium
      Image courtesy of Rene Yañez
    • 28. 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
    • 29. Model for Cultural Competence
      Culturally responsive services
      Evaluation:
      • Quantitative -Do your visitors reflect the diversity of your city/community/region?
      • 30. 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
    • 31. 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.” *
      • 32. Eric Siegel, Director of New York Hall of Science.
      • 33. “We don’t have enough people of color in leadership positions in the arts”
      • 34. Vivian Phillips, Hansberry Project at ACT.
      29
      * Source: Demographic Transformation and the Future of Museums, AAM, 2010.
    • 35. Your Strategy
      Your Audience
      (In search of) Multicultural Engagement – The Intercultural Model
      30
    • 36. (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.
      • 37. Intercultural strategy.
      31
    • 38. Questions and Answers
      • Q & A
      Bay Area Discovery Museum, 2011
    • 39. Thank you!
      415. 404 6982
      hello@contemporanea.us
      440-B Ninth Street
      San Francisco, CA 94103
      contemporanea.us
      34
      24

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