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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.

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Municipal Cultural Planning Engaging the Private Sector

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