This document discusses how arts and cultural organizations can remain relevant as communities become more diverse. It notes that the US population is becoming "minority majority" as the Latino, Asian, and black populations grow. Recent demographic changes will continue altering the role of arts organizations. To stay relevant, organizations need to engage new audiences from these growing minority groups and adopt a more culturally competent approach. The document provides several models for doing so, such as using nontraditional venues and activities, understanding different cultural definitions of arts, and ensuring leadership and services are representative of the community.

1. Guess who’s coming to dinner tonight?How to Remain Relevant When Communities Change.Salvador Acevedo, PresidentSeptember 19th, 2011

2. Guess who’s coming to dinner tonight?ffffffffffffffffffffChanged 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 FACTSA “New Mainstream” is emerging, as seen in younger populations (Census 2010).ffffffffffffffffffff

5. Demographic Trends by EthnicityffffffffffffffffffffSource: Pew Hispanic Center, 2009.

6. Minority Majority Statesffffffffffffffffffff

7. The Wave of the “Minority” Young48% 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. 7Source: 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 FACTSNegative substitution of current profile audiences (Reach Advisors, 2011).ffffffffffffffffffff

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11. Art Festival ParticipationPercentage of US Adult Population Attending Art Museums,Parks, and Festivals: 1982-2008ffffffffffffffffffffpp= percentage points

12. Our societies are changing!A FEW FACTSCultural 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 sustainabilityDiversity 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, 2011ffffffffffffffffffff

14. How to Remain Relevant When Communities Change?ffffffffffffffffffff

15. The Latino community is very interested in the arts. Do you agree? YesNo

16. The multi-dimensional diverse audienceEthnic 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 MinoritiesMuch 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

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20. New models for cultural participation are… out of the box!ffffffffffffffffffff23,000 people attended a free live simulcast of an opera at San Francisco’sAT&T ballpark, an effort by the San Francisco Opera to engage younger audiences.

21. The use of the social space that facilitates interaction / collaborationffffffffffffffffffff

22. Model for New Audience EngagementffffffffffffffffffffNot everybody will come, but a lot of people will know about you!

23. Model for Cultural CompetenceLeadershipCommitment by key staff and stakeholdersStructural changesResourcesCulturally responsive services ffffffffffffffffffff

24. Model for Cultural CompetenceLeadershipIt can come from any place, but it is easier if comes from the top down

25. Recover institutional memoryChinese New YearDia de los Muertos

26. Model for Cultural CompetenceCommitment by key staff and stakeholdersResistance to change, internally and externally

27. Plan for multicultural engagementStructural changesIdentify systems and processes that need to changeImage courtesy of the ExploratoriumImage courtesy of Rene Yañez

28. Model for Cultural CompetenceResourcesIdentify the most appropriate model for each organization:Financial Resources Human Resources © Monterey Bay Aquarium/Randy WilderImage courtesy of the Exploratorium

29. Model for Cultural CompetenceCulturally 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 AmericanLatino/aAsianNative AmericanMixedOther28

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”