CULTURAL PLANNING: leveraging cultural assets


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Presentation delivered by Craig Metcalf, Director of Culture & Heritage,City of Orillia at November 27 2008 "Economies in Transition" forum in Chatham, Ontario.

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CULTURAL PLANNING: leveraging cultural assets

  1. 1. CULTURAL PLANNING: leveraging cultural assets TORC – MCPP November 2008 Department of Culture & Heritage CITY OF ORILLIA
  2. 2. Orillia: Community Profile <ul><li>Employment - 2001 </li></ul><ul><ul><li>“ Old Economy” </li></ul></ul><ul><ul><ul><li>Primary resource industry – 275 </li></ul></ul></ul><ul><ul><ul><li>Processing and manufacturing – 850 </li></ul></ul></ul><ul><ul><li>“ New Economy” – Creativity and Culture </li></ul></ul><ul><ul><ul><li>Arts and culture (narrow definition) – 250 </li></ul></ul></ul><ul><ul><ul><li>Arts/Entertainment/Recreation – 1450 </li></ul></ul></ul><ul><ul><ul><li>AER + accommodation and food – 2775 (20% of workforce) </li></ul></ul></ul><ul><ul><ul><li>Double the Provincial average </li></ul></ul></ul>
  3. 3. <ul><li>During 2002 budget meetings staff asked to review City’s arts and culture financial commitment and management, and prepare a report on various municipal models (including staff, budget and administration). </li></ul><ul><li>City Manager prepares discussion paper, “The Municipal Role in Orillia’s Culture” </li></ul>Department of Culture and Heritage
  4. 4. Economic Significance <ul><li>Labour force growth (1996-2001) </li></ul><ul><ul><li>Average – 12% </li></ul></ul><ul><ul><li>Art and culture – 46.7% </li></ul></ul><ul><ul><li>Chefs and cooks – 27.3% </li></ul></ul><ul><ul><li>Food and beverage – 41.1% </li></ul></ul><ul><ul><li>Accommodation – 1637.5% </li></ul></ul>
  5. 5. Department of Culture & Heritage <ul><li>Discussion paper distributed to community cultural groups and City agencies </li></ul><ul><li>Discussion Paper – Major Themes </li></ul><ul><ul><li>Recognition of increasing demand for culture </li></ul></ul><ul><ul><li>Absence of any municipal strategic plan for culture </li></ul></ul><ul><ul><li>Level of municipal investment in cultural activity </li></ul></ul><ul><ul><li>Unnecessary frill or “soul” of the community? </li></ul></ul>
  6. 6. What Has Happened <ul><li>The Cultural Planning process establishes an overall planning framework for the municipality and its partners, a set of policy and program directions, investment priorities, and Departmental structure and reporting relationships. </li></ul>
  7. 7. Major Message – Shift the Mindset <ul><li>Culture is central to economic and community development </li></ul><ul><ul><li>Defines authenticity and sense of place </li></ul></ul><ul><ul><li>Key tourism attractor </li></ul></ul><ul><ul><li>Essential to downtown revitalization </li></ul></ul><ul><li>New mindsets require </li></ul><ul><ul><li>New planning approaches </li></ul></ul><ul><ul><li>New strategies and actions </li></ul></ul><ul><ul><li>New shared governance systems </li></ul></ul>
  8. 8. Economic Significance <ul><li>Labour force growth (2001-2006) </li></ul><ul><ul><li>Average – 6.1% </li></ul></ul><ul><ul><li>Major Sectors </li></ul></ul><ul><ul><li>Retail Trade – 14.1% </li></ul></ul><ul><ul><li>Health Care – 11.77% </li></ul></ul><ul><ul><li>Accommodation and Food– 41.1% </li></ul></ul><ul><ul><li>Arts, Entertainment and Recreation– 10.56% </li></ul></ul><ul><ul><li>Manufacturing – 8.4% </li></ul></ul><ul><ul><li>AER/Accommodation/Food – 22.23% </li></ul></ul>
  9. 9. Demographics – Creative Economy <ul><li>26.3% of local labour force employed in the creative economy </li></ul><ul><ul><li>Business services </li></ul></ul><ul><ul><li>Health care practitioners </li></ul></ul><ul><ul><li>Educational services </li></ul></ul><ul><ul><li>Information and cultural industries </li></ul></ul><ul><ul><li>Represents higher income opportunities </li></ul></ul><ul><ul><li>Better skilled workforce </li></ul></ul><ul><ul><li>Higher rates of education </li></ul></ul><ul><ul><li>Greater economic stability </li></ul></ul><ul><ul><li>Tourism </li></ul></ul><ul><ul><li>Downtown revitalization </li></ul></ul><ul><ul><li>Lifestyle experience </li></ul></ul><ul><ul><li>millier dickenson blais inc . </li></ul></ul>
  10. 10. Department of Culture and Heritage <ul><li>Mission </li></ul><ul><ul><li>To provide leadership and support to advance cultural development in Orillia for economic and broader community benefit. </li></ul></ul><ul><li>Mandate </li></ul><ul><ul><li>Policy and Planning </li></ul></ul><ul><ul><li>Investment and Resource Development </li></ul></ul><ul><ul><li>Capacity Building </li></ul></ul><ul><ul><li>Program Delivery </li></ul></ul><ul><ul><li>Facility Management </li></ul></ul>
  11. 11. Implications for Municipal Role <ul><li>“ From facility bound to whole systems view of culture” </li></ul><ul><li>Greater attention to policy and planning, capacity building </li></ul><ul><ul><li>Inside the municipality </li></ul></ul><ul><ul><li>In the community </li></ul></ul><ul><li>Realignment and strengthening of some staff resources </li></ul>
  12. 12. Community Governance System <ul><li>Cultural Roundtable </li></ul><ul><ul><li>Leadership group – define strategy, mobilize partnerships and resources </li></ul></ul><ul><ul><li>Elected officials, municipal staff, business leaders, cultural leaders, community leaders </li></ul></ul><ul><li>Regular Leadership Forums </li></ul><ul><li>Cultural Summit </li></ul><ul><ul><li>Annual gathering </li></ul></ul><ul><ul><li>Reviews achievements, defines priorities </li></ul></ul>
  13. 13. Strategic Priorities <ul><li>Shared Resources/Shared Infrastructure </li></ul><ul><ul><li>Strengthening sustainability through collaboration. </li></ul></ul><ul><li>Growing Cultural Tourism </li></ul><ul><ul><li>Strengthen links between culture and tourism </li></ul></ul><ul><li>A Culturally Vibrant Downtown </li></ul><ul><ul><li>Support downtown as a social, economic and cultural centre of the community . </li></ul></ul>
  14. 14. Approach <ul><li>&quot;Great cities do more than fix their pipes, pavement and police service. They tap their unique cultural assets to generate wealth and create a place where people aspire to work and live. This approach is essential to success in the new global, urban age.&quot; </li></ul><ul><li>- Glen Murray, AuthentiCity </li></ul>
  15. 15. Where?
  16. 16. Somewhere
  17. 18. Cultural Resources in Orillia: 300+ <ul><li>Arts, heritage, cultural organizations </li></ul><ul><li>Public facilities </li></ul><ul><ul><li>Museums, libraries, theatres, community centres, fairgrounds </li></ul></ul><ul><li>Cultural businesses </li></ul><ul><ul><li>Commercial artists, designers, music cafes, etc. </li></ul></ul><ul><li>Fixed or land-based heritage </li></ul><ul><ul><li>Buildings, cultural landscapes </li></ul></ul><ul><li>Collections </li></ul><ul><ul><li>Art, artifacts, documents </li></ul></ul><ul><li>Festivals and events </li></ul><ul><li>Tourism agencies and related businesses </li></ul>
  18. 19. Tourism is Just Another Word for the Economy <ul><li>Need to change the way we think of Tourism </li></ul><ul><li>It is not a peripheral activity </li></ul><ul><li>$67-billion industry </li></ul><ul><li>Direct Impact of Culture sector to the GDP </li></ul><ul><li>$22 billion or 3.1% of Canada ’s GDP </li></ul>
  19. 20. Domestic Trips by Canadians in 2004 Cultural vs. Selected Non-Cultural Activities <ul><li>Activity Person Trips </li></ul><ul><li>Historic Site 13.9 million </li></ul><ul><li>Museum/ 11.7 million </li></ul><ul><li>Art Gallery </li></ul><ul><li>Cultural Event 10.3 million </li></ul><ul><li>Festival/Fair 9.6 million </li></ul><ul><li>Activity Person Trips </li></ul><ul><li>Casino 7.5 million </li></ul><ul><li>Amusement 7.2 million </li></ul><ul><li>Park </li></ul><ul><li>Cruise 5.8 million </li></ul><ul><li>Skiing/ 3.9 million </li></ul><ul><li>Snowboarding </li></ul>
  20. 21. Local Tourism Statistics <ul><li>16% of the total number of businesses in Simcoe County and 26% of its total employment are tourism-related </li></ul><ul><li>Top five sectors that benefit from tourist’s spending are: </li></ul><ul><ul><li>Accommodation and food service </li></ul></ul><ul><ul><li>Retail, Arts & entertainment & recreation </li></ul></ul><ul><ul><li>Finance & insurance </li></ul></ul><ul><ul><li>Real estate renting & leasing </li></ul></ul><ul><ul><li>Manufacturing </li></ul></ul><ul><li>The average spending of visitors to Simcoe County is $104 per person visit </li></ul>
  21. 22. How Does This Impact Our Economy? <ul><li>In 2004, $747,829,224 was spent by visitors in Simcoe County on tourism related expenditures </li></ul><ul><li>This generated 9,744 part-time, full-time, and seasonal jobs </li></ul>
  22. 25. <ul><li>ArtsVest Challenge – turn $40,000 grant into $80,000 in cultural projects </li></ul><ul><li>28 Local businesses partnered with 13 cultural organizations </li></ul><ul><li>Flowing a total of $150K into Orillia’s Arts & Culture Community </li></ul><ul><li>Best results of any ArtsVest Community in Ontario </li></ul>
  23. 27. Departmental Activities <ul><li>Forums </li></ul><ul><li>Spaces/Planning </li></ul><ul><li>Business & Culture </li></ul><ul><li>Downtown Heritage District </li></ul><ul><li>Library/Civic Square </li></ul><ul><li>Summit </li></ul><ul><li>Guide to Culture </li></ul><ul><li>Premier Ranked Tourism Project </li></ul><ul><li>Ontario’s Lake Country </li></ul>
  24. 28. Departmental Activities <ul><li>Heritage Conservation District Project </li></ul><ul><li>ArtsVest </li></ul><ul><li>Festival of Banners </li></ul><ul><li>Comedy Festival </li></ul><ul><li>Doors Open </li></ul><ul><li>Beatles Celebration </li></ul><ul><li>Volunteer Development </li></ul><ul><li>Women In Transition - WIT Project </li></ul><ul><li>Improving Cultural Communications - What's Happening </li></ul>
  25. 29. Orillia Beatles Celebration <ul><li>Total income derived from local sources (exclusive of City of Orillia contribution)$28,849 </li></ul><ul><li>Total local expenditures (33% of total)$18,241 </li></ul><ul><li>Local ancillary spending (accommodation, food, but exclusive of ticket sales)$505,435 </li></ul><ul><li>Net contribution to local economy (includes ancillary and induced spending)$706,913 </li></ul><ul><li>Net employment impact (induced only)8.02 person-years </li></ul><ul><li>Local tax impact – direct, indirect and induced (property taxes)$71,054 </li></ul><ul><li>“ Value” of volunteer work$23,110 </li></ul>
  26. 30. Economic Development <ul><li>Local Economic Development objectives appear to favour light industrial/manufacturing based on perceived impact of tax base. </li></ul><ul><li>Culture represents important and quantifiable assets in attracting people as businesses to Orillia </li></ul>“ Businesses cannot forget that a strong community is good commerce sense! Having a community with rich arts and heritage attracts people to our area.” – Angelo Orsi, Chamber President and Orillia’s largest developer
  27. 31. Gatekeeping: <ul><li>How are the needs of the cultural community brought forward to municipal decision makers for resolution? </li></ul><ul><li>The need for municipalities to move beyond direct program or service delivery to embrace an overall leadership role in cultural development through policy and planning. </li></ul>