Realising Potential through Cultural Value Measurement - SEGRA spotlight presentation
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Our Director, Michael Chappell, recently presented at the Sustainable Economic Growth for Regional Australia Conference. Advocating for a 'Balanced Scorecard' approach and using case studies, he demonstrated how regional communities can help realise their potential through cultural value measurement.
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Realising Potential through Cultural Value Measurement - SEGRA spotlight presentation
- 1. Realising Potential through Cultural Value Measurement
- 3. There is growing evidence for the use of the arts in rural revitalisation, economic stimulation, and capacity building Adams and Goldbard, 2002; Boon and Plastow, 2004; Mills and Brown, 2004; Brennan-Horleyet al., 2007
- 4. The regions suffer the fate of disengagement…and exploitation that sees a loss of permanent population and a lack of commitment to long term vision. John Sanderson, 2014
- 5. Small rural communities will need to “create” a new future embracing change and adopting new forms of innovation if they are to survive or prosper. Keller, 2000
- 7. What does this mean for decision-makers?
- 9. Economic Social Cultural Civic Environmental
- 10. Economic Employment prospect Individual economic benefit Innovation Visitor growth
- 11. Economic Social Equality Recognition Relationships Bonding social capital Bridging social capital Freedom
- 13. Economic Social Cultural Civic Community belonging Citizenship Membership Participation Positive future Collaboration
- 14. Economic Social Cultural Civic Environmental Sense of place Local character Awareness Natural connection
- 16. Cultural Policy Framework Economic Development and Activation Arts, Culture and Heritage Business Support and Sponsorship CP18.1 Arts and Culture CP18.8 Provision of Sponsorship and Donations EXAMPLE DIRECTORATE: ACTIVITY AREAS: POLICIES:
- 17. Cultural Policy Framework – City of Perth Economic Development and Activation Arts, Culture and Heritage Business Support and Sponsorship CP18.1 Arts and Culture CP18.8 Provision of Sponsorship and Donation EXAMPLE DIRECTORATE: ACTIVITY AREAS: POLICIES: • Increase place activation and tourism within the City of Perth • Provide an economic benefit to local businesses • Enhance social wellbeing and provoke engagement in cultural and community life • Raise the profile of the City as a destination for business, entertainment and culture OBJECTIVES
- 18. OBJECTIVE Relationships “It helped me to develop stronger relationships” Freedom “It made me feel safe and welcome” Belonging “It helped me feel part of a community” Participation “It encouraged me to participate in activities in the community” Domain Outcome Statement Enhance social wellbeing and provoke engagement in cultural and community life.
- 19. OBJECTIVE Unique “It helped me appreciate the place’s characteristics” Growth “It appealed to new audiences” Local Impact “It is important for the local area” Data Facts • Number of public places activated • Total Visitation • % Unique Visitation • % International & Interstate Visitation Domain Outcome Statement Increase place activation and tourism within the City of Perth
- 20. Cairns Indigenous Art Fair (CIAF) DIMENSIONS Local Impact It's important that it's happening here Connection It helped me to feel connected to people in the community Meaning It moved and inspired me Respect It gave me greater respect for cultural diversity … INSIGHT • Considered to be ‘locally impactful’ across all evaluators • Strong consistency in regards to ‘captivation’ • Relevance considered comparatively weak by all public 0% 20% 40% 60% 80% 100% Self - before Peer - before Public - after SURVEYS COMPLETED 200 DIMENSIONS 8
- 21. Telstra Perth Fashion Festival SURVEYS COMPLETED 1,055 DIMENSIONS 13 • 23 venues activated • 2% Interstate/International visitors • Visitor expenditure impact: $1.8 million • 72% of visitor expenditure undertaken in Perth CBD INSIGHT The majority of attendees think it’s contributing to Perth’s creative vibrancy, cultural life and civic pride. Most attendees don’t go to cultural events often and 84% agree that the Festival has increased their appetite for cultural experiences.
Editor's Notes
- Cultural activities play an important role within regional communities Arts and culture can improve community vibrancy, connectedness and resilience They help us to connect with others and our place, better understand ourselves and the world around us, They encourage us to participate, innovate and create and they provide instrumental benefits to our personal and collective well-being The value case for investing in these activities relies on the measurement of value and at Culture Counts we notice that the approach to measurement in the sector is lagging behind Leading cultural organisations globally are using Culture Counts to generate the evidence needed to realise potential, clearly communicate impact, attract investment, and grow audiences
- *Supporting arts can have positive flow on effects to capacity building
- * But – regions often “lose out” as they lack the capacity ($, infrastructure, social, livability) to attract and retain significant social capital
- Historically, arts and cultural organisations have counted only outputs (number of arts products created, event participants or tickets sold) as metrics of success The measure of financial and some economic impacts of funded arts activity is becoming more common but the strongest parts of the value case receive the least attention We believe that presenting a comprehensive value picture is the best way to ensure ongoing public and private investor support for the arts Regional needs to think long-term and invest in the future – creative ecologies
- The Balanced Scorecard prepared by Pracsys and Culture Counts is the product of a partnerships between an urban economics frim Pracsys and Culture Counts, a performance evaluation company that has developed, tested and implemented an innovative new system for measuring intrinsic value. The approach is harmonised with the Framework for Cultural Development Planning developed by CDN which establishes five domains of public policy and activity. Measureable cultural outcomes across these domains were endorsed by the National Local Government Cultural Forum and Australia Council.
- But society increasingly requires objective assessment of value and governments are increasingly required to demonstrate value of their activity and investment for the communities they serve Agencies supported by public funds are also receiving greater demands to demonstrate their value by measuring the impact of the work they lead or support So how do those funding and delivering arts and cultural programs, events and activities measure and communicate their impact?
- Equip the regions with better ammunition with which to lobby for support Align strategy and policy objectives directly with activity
- Standardised metrics are harmonised with major policy frameworks and objectives frameworks in each funding environment
- Utilising Culture Counts as a survey tool we collected insights from over 200 attendees across 8 quality metrics including: Local Impact Connection Meaning Respect These dimensions were selected by the client (Arts Qld &CIAF) from the 15 available Survey took approximately 2-3 minutes
- Utilising Culture Counts as a survey tool we collected insights from over 1,000 public attendees, participants and key stakeholders across 13 dimensions: Interestingly we found that: * Events exceeded expectations of local impact, connection and creativity * Events didn’t meet expectations of authenticity and excellence * There wasn’t a significant difference between the experience of attendees at ticketed and free events * Self-evaluators were more positive than other stakeholders about the Festival’s cultural impact
- Measuring and communicating cultural value allows regional communities to: Realise potential, Compare, Communicate and Grow.