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Municipal Cultural Planning Engaging the Private Sector

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Presentation delivered by Leah Leslie, Director Sales & Marketing, The Rosseau, a J.W. Marriot Resort & Spa.

Presentation delivered by Leah Leslie, Director Sales & Marketing, The Rosseau, a J.W. Marriot Resort & Spa.


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  • 1.  
  • 2. Municipal Cultural Planning Engaging the Private Sector Leah Leslie – Director Sales & Marketing The Rosseau, A JW Marriott Resort & Spa
  • 3. Today
    • Why the arts community needs the private sector
      • Funding
      • To expand the audience
    • Why corporations need culture
      • To create a sense of identity and belonging – the brand
      • To give meaning – “roots” – to the product
    • What alignment exists already in Muskoka
      • Tourism – the “culture” business
      • Red Leaves, JW Marriott, The Rosseau
    • Connecting the cultural network & private sector
  • 4.
    • Culture (from the Latin cultura stemming from colere , meaning "to cultivate”)
    • Excellence of taste in the fine arts and humanities
    • An integrated pattern of human knowledge, belief, and behavior that depends upon the capacity for symbolic thought and social learning
    • The set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group.
    Culture From Wikipedia, the free encyclopedia
  • 5. Art – Music – Theatre - Philosophy
    • Sensations Joy Food Nature
    • Inspiration Enrichment
    • Memories Connections Drama History
    • Relationships Meaning Peace
    • Beauty Values Understanding Enlightenment Learning
    • Excitement Fulfilment Emotion
    • Pure Evocative Visceral True
    • Tasteful Delicate Fine Cohesive Established
  • 6. Existing Alignment
    • Tourism is #1 industry in Muskoka
      • Tourism depends on culture
    • Red Leaves – the vision
    • Marriott Culture
    • JW Marriott - the Brand
    • The Rosseau, A JW Marriott Resort & Spa
  • 7. Red Leaves – why here?
    • A Tradition of Tourism
    • Life on the Edge
    • “ Muskoka Mystique”
    • rooted to Nature”
    • The “new Muskoka Charm”
    • “ Muskoka – pristine, unspoiled, inspiring
    • The Arts Community
  • 8. Tourism and Culture
    • Tourism: the business of selling experiences
    • Experiences are:
      • Place / history
      • Context / senses
      • Activities / Events
      • The Arts
      • People
      • CULTURE
  • 9. Marriott Culture
    • “ Take good care of your associates and they’ll take good care of the customers, and the customers will come back.”
      • JW Marriott, Sr.
    • Steve Marriott
      • Executive Vice President, Company Culture
  • 10. Brand = a Promise
    • JW Marriott Brand
      • Connoisseur Service
        • Skilled, knowledgeable staff - facilitate experience
      • Understated, Purposeful Luxury
        • No compromise; no “flash” – no waste
      • Leading-edge Fitness and Wellness
        • Expertise; environmental stewardship
      • Cultural Authenticity
        • The place, the people, touchpoints
  • 11. The Rosseau, A JW Marriott Resort & Spa
    • Our Mission:
    • To inspire and enrich each guest.
    • We demand greatness of one another to deliver genuine, uncompromising, personal service and luxury.
    • Brand Promise: Nature on Your Terms
  • 12. It is about people
    • Connect visitors with individuals who:
      • Touch their soul
      • Make them laugh
      • Help them learn
      • Move them
      • Enrich and inspire them
      • Make them feel they belong
  • 13. Audience matters
    • Artists produce art regardless of the audience.
    • Participation transforms art to culture
    • Private sector – the benefactors / patrons
  • 14. Organization and Communication
    • Goal – economic development
      • Attract investment and visitors
    • Community / destination
      • appealing on a deep and meaningful level
    • Culture is an economic asset
      • when there is an appetite to experience it
    • In order to experience, access is needed
    • Organize and Communicate
  • 15. Connect with Private Sector
    • Make it easy
    • Get involved
      • Art tours
      • Sponsorships
      • WIIFM?
    • Culture is not the business
      • Culture is a factor in the success of business
  • 16. The Rosseau and The Arts
    • Tours of hotel art
    • Artist workshops
    • Poetry readings
    • Book launches
    • Local musicians
    • Storytelling contests
    • “ Culture Day”
    • Church choir
    • Film screenings
    • Astronomy
    • The Rosseau Library
    • All Canadian authors
    • Photography workshops
    • Festivals & Events
    • Yoga / wellness seminars
    • Crafts workshops
    • “ Plein air” art workshops
    • Highland dancers
    • Interpretive nature walks
    • Speaker series
  • 17. Network
    • Choose the target
    • Learn about the company
    • How “Culture” enhances business results
    • Meet the leaders and influencers
    • Organize – make it easy
  • 18. Today
    • The arts community needs the private sector
      • Funding
      • To expand the audience
    • Corporations need culture
      • To reinforce the brand – the promise
      • To give meaning
    • Alignment in Muskoka
      • Tourism is #1 industry
      • Tourism depends on culture
      • Red Leaves
      • The Rosseau, A JW Marriott Resort & Spa
    • Connecting the cultural network & private sector
  • 19.