lac – annual report 2011

ANNUAL REPORTYear Ending August 31, 2011

January 17, 2012

2011

ARTS for Life

Contents

THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11

Vison & Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .02

Introduction by the Board Chairman & CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .03

Board of Directors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .04

Board / Committees

Executive Committee / Corporate Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .05

Business Affairs Committee

Arts & Entertainment Committee

Audit & Governance Committee

Highlights

Arts Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .06

Customer & Facility Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

Marketing Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Fundraising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

LIVE Restaurant / Corporate Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18

Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Audited Financial Statements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21

Staff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40

THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 09/10 02

Vision & Mission Statement

Our VisionTo enrich the quality of life within Mississauga and neighbouring communities through arts and

culture.

Core ObjectivesThe Board of Directors, staff and volunteers are

dedicated to actively pursue, grow, improve and

fulfill the mission and pledge to:

� Present high quality performing and visual

artists for the enjoyment and enrichment of all

ages. This will include the presentation of

upcoming local and national talent.

� Enrich the community by stimulating diverse

artistic and cultural development.

� Enhance community experiences by partnering

and cooperating with local arts organizations.

� Provide artists a venue in which to pursue their

art forms, showcase their work and teach and

mentor others.

� Provide diverse educational experiences in

performing and visual arts programming with

particular emphasis on youth and children.

� Create and maintain a challenging, respectful

and satisfying environment for staff and

volunteers.

� Engage in commercial activities such as

corporate rentals and catering to the extent

necessary to support the Centre’s arts activities.

� Seek support for the Centre's various activities

through grants, sponsorships and donations.

� Operate in a fiscally responsible manner.

Mission Statement –


ARTS for Life

than 187 different events in addition to our own. We expanded services to supply outreach production support to MCS.

More than 230 volunteers served in front line services, administration areas,programming and on our Board of Directors. New this year was the start of aStewardship Program that placed trained volunteers in the community to helprecruit new volunteers.

The much appreciated involvement of community volunteers sets us apart fromother theatre and studio arts operations. In total, more than 18,000 volunteerhours were completed.

All of our activities and departments were supported by the Marketing ServicesDepartment. The Mississauga News was a major sponsor, while Indigo Booksand Music provided a promotional partnership. We also partnered with six majorMississauga festivals to promote Studio Arts programming.

Our new media strategy was fully implemented. We communicated through ourmore than 33,000 email address database. We fully embraced and participatedin social media through Facebook, Twitter and our Blog. We also connected withdifferent LAC performer fan bases through web interaction and direct communication.Our intention is to expand our initiatives in these areas.

Our corporate room rental, catering and restaurant operations did not meet expectation. There was an overall net improvement in performance as a resultof increased revenues and efficient cost control. The economic environmentcontinued to be a challenge to operations.

Free parking on evenings and weekends keep us competitive with neighbouringcommunity theatres.

New theatres have opened or are opening in Burlington, Milton, Barrie, Cambridge and St. Catharines. As 35 percent of our audience is from outsideMississauga, this could impact our attendance going forward.

Following the recommendation of the City commissioned AMS consultant’sstudy, a number of initiatives were undertaken. The Board of Directors creatednew mission and vision statements found on page two of this report. Brandingis being addressed through a newly created committee. There is considerationbeing given to utilizing Program Initiatives Funds for an outdoor concert, an enhanced Mississauga performers’ series, a Mississauga visual artist series,an international series and community outreach. A request to financially supportongoing programming has been made to the City’s Culture Division. Also, aspart of the increased investment in new media, the LAC website has been re-designed to increase brand profile and to improve customer navigation.

The Centre’s overall success could not have been possible without the dedication and hard work of our managers and staff.

We have an involved and dedicated volunteer Board of Directors guiding us effectively as we strive to achieve our objectives within a responsible fiscalframework. Its contribution has been invaluable.

The City continues to provide facility services including utilities, security andcustodial at no charge along with the lease of the building at a nominal rent. TheCity’s commitment to our success is very much appreciated and we thank theMayor, Councillors and City staff for their continuing support.

December 2011


Chairman & CEO

Ronald J. Nisbet, CAChairman

Ron LenykCEO

In 2010-2011 The Living Arts Centre enjoyed another successful year.

For the seventh successive year our revenues exceeded expenses before amortization. We were able to transfer $250,000 to the Program Initiatives Fundto benefit our 15th anniversary season next year

This was the result of the ongoing leadership of Gerry Townsend, who after eightproductive years as Chief Executive Officer, returned to the role of Vice President,Business Affairs September 1, 2011 after having turned around the operationaland financial results from a previous major deficit. Gerry was awarded the Laurie Pallett Patron of the Arts Award, a MARTY Award from the MississaugaArts Council, for his dedication to the arts in Mississauga.

Arts programs performed better than expected as a result of revenue fromrentals and third party charges from the International Indian Film AcademyAwards. Studio and theatre programming continued to grow year over year. Although theatre programming revenues were less than targeted, overall attendance exceeded that of the 2009-2010 season. Studio programmingbested annual targets. We enjoyed another record breaking year for attendanceat community courses and camps resulting in higher than expected revenues.

We received two grants, an Ontario Arts Council grant to benefit dance and anOntario Trillium Foundation grant for a new hearing impaired system.

Other programming supporters included: TD Financial Group, RBC, Pratt andWhitney Canada and the Hilton Garden Inn.

Community arts groups’ involvement in Hammerson Hall and RBC theatres represented more than 65 per cent of total usage. The performances reflectedthe diverse nature of the community with more than 18 ethnicities represented.

We continue to work closely with our resident tenant, Orchestras Mississaugathrough co-productions and increased marketing support.

We enjoyed great success with youth. Our school workshops, particularly thosein the French language, showed significant increases from budget.

Our camps reached 98 percent capacity. This would not have been possiblewithout the contribution of 70 students from local high schools who volunteeredmore than 4,700 hours.

The Resident Artist Program had enrolment within all studios. For the year, 33different resident artists worked within the Centre’s studio spaces representingan increase from fiscal 2010.

In total, the 2010-2011 exhibitions realized a slight drop as 7,600 patrons visited eight showings. The decrease was a direct result of being closed CanadaDay as Mississauga Celebration Square (MCS) officially opened.

Resident artist works were displayed at University of Toronto Mississauga. We will be showcasing our resident artist works in June, 2012 at Pearson International Airport.

Customer and facility services had higher than expected revenues from the provision of technical services to customers. This year our crew supported more Ronald J. Nisbet, CA

ChairmanRon LenykCEO


Board of Directors I 2010 – 2011

Janice M. Baker, FCA,City Manager & CAOCity of Mississauga

Councillor Chris FonsecaCity of Mississauga

Ward 3

Ralph HunterPresident

Hunter-Gray FinancialServices

Gerry Townsend, FCA,VP Business AffairsLiving Arts Centre

Ron LenykCEO

Living Arts Centre

Lovleen Bassan, P. Eng,Director,

Technology & Strategic InitiativesThermal, Ontario Power Generation

Delphee BoyleMusic Educator

Peel District School Board

Danielle V. D’AgostinoCommunications Consultant

Mississauga

Patrick G. Egan, LLB,Principal

EGAN Professional Corporation

Mark GallowayExecutive Business Consultant

Mississauga

Chuck Ealey, CFP, Vice ChairRegional Director

Investors Group Financial Services Inc.

Councillor Katie MahoneyCity of Mississauga

Ward 8

Councillor Pat MullinCity of Mississauga

Ward 2

Maja PrenticeRetired Mississauga Councillor

Ward 3

Karen SheehanInFlight Service Director

Air Canada

Councillor Frank DaleCity of Mississauga

Ward 4

Ruben Goulart, LLB,Secretary

Managing Partner, Keyser Mason Ball, LLP

EX-OFFICIO

Cobi LadnerLifestyle Authoritycobistyle.com

Ronald J. Nisbet, CA, ChairMississauga

Jake DheerStation Manager

Rogers TV

Committees

Corporate Information


Audit & Governance CommitteeMr. Patrick G. Egan (Chair)

Mr. Chuck Ealey

Mr. Ralph Hunter

Mr. Ron Nisbet

Ms. Maja Prentice

Ex-OfficioMr. Ron Lenyk

Mr. Gerry Townsend

Nominating CommitteeMr. Ralph Hunter (Chair)

Ms. Lovleen Bassan

Mr. Chuck Ealey

Ms. Cobi Ladner

Mr. Ronald J. Nisbet

Ms. Maja Prentice

Mr. Ron Lenyk

Mr. Gerry Townsend

Executive CommitteeMr. Ronald Nisbet (Chair)

Mr. Chuck Ealey (Vice Chair)

Ms. Lovleen Bassan

Ms. Cobi Ladner

Ms. Maja Prentice

Ex-OfficioMr. Ron Lenyk

Mr. Gerry Townsend (Treasurer)

Business Affairs CommitteeMs. Lovleen Bassan (Chair)

Ms. Janice Baker

Mr. Patrick G. Egan

Councillor Chris Fonseca

Mr. Ralph Hunter

Councillor Pat Mullin

Ms. Maja Prentice

Ex-OfficioMr. Chuck Ealey

Mr. Ron Lenyk


Mr. Gerry Townsend

Arts & Entertainment CommitteeMs. Cobi Ladner (Chair)

Ms. Delphee Boyle

Ms. Danielle V. D’Agostino

Mr. Jake Dheer

Mr. Mark Galloway

Councillor Katie Mahoney

Ms. Karen Sheehan

Ex-OfficioMr. Chuck Ealey

Mr. Ron Lenyk


Mr. Gerry Townsend

Registered Address4141 Living Arts DriveMississauga, ON L5B 4B8Tel: 905.306.6100Fax: 905.306.6101Email: [email protected]

Registered Charitable Tax No.136339470RR0001

External AuditorsWithey Addison, LLP

Arts Programs

In 2010-2011 the Arts Programs Department continued to work to cre-ate increased synergies between programs, performances and eventswith a focus on audience development. While studio programming continued to exceed annual targets, theatre programming results wereless than expected for the year. Overall studio participation was 36,604a three percent increase over the previous year. Community Courses,Camps and School Workshops showed record attendance. Within the theatres, attendance for ticketed events was more than 101,000 whichwas lower than the previous year. The estimated overall attendance (ticketed and non ticketed participation) was 118,896 which was lowerthan fiscal 2010.

We continued to foster relationships within the community while

developing new ones with local scho ol boards, community arts

organizations, not-for-profit arts and education organizations, the City of

Mississauga, commercial promoters, artist agents, local businesses, as

well as individuals. With the opening of Mississauga Celebration Square

(MCS) in July, 2011 the Centre worked closely with programming

representatives to ensure our LAC Presents season did not compete with

the free special events and summer concerts programmed at the Square.

These relationships supported our goal to further develop and enrich

programming and services for the community.

THEATRE PROGRAMMINGA wide variety of arts programs were showcased in 2010-2011. We

continued to balance the needs of community arts organizations, the

Centre’s programming, commercial and corporate activity with weekend

date availability and pr ime programming months. Of the productions and

presentations within Hammerson Hall and RBC theatre, 65% were from

the arts community, 16% were programmed by the Centre and 19% were

for corporate arts performances and events. Hammerson Hall was used

for 199 days and RBC theatre for 211, both higher than the previous year.

The total number of tickets issued for Performing Arts events including

LAC programming, resident tenants, community, commercial, and

corporate arts rentals within Hammerson Hall and RBC theatre was more

than 101,011 tickets, eight percent lower than the 2009-2010 season.

THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 09/10 02THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 06

Leslie LeaderDirector, Arts Programs

Arts Programs

RESIDENT TENANTSOrchestras Mississauga continues to be the Centre’s Resident Tenant.The Centre worked with the Orchestras Mississauga to co-present Symphony of Bellows featuring Alexander Sevastian from QuartettoGelato. For the 2011-2012 season we worked with Orchestras Mississauga to book Classic Albums Live – Sgt. Pepper’s Lonely HeartsClub Band as our co-presentation and will continue to discuss optionsfor the 2012-2013 season. In partnership through an Ontario TrilliumGrant the Centre, Orchestras Mississauga and the Mississauga ChamberMusic Society presented 3 school and one public performance of Talesand Tunes for Toonies.

COMMUNITY RENTALS & COMMERCIAL PRODUCTIONSA wide variety of new and returning clients performed within the Centre’stheatres in 2010-2011. These included cu ltural performances and festivals, dance competitions and recitals, Peel and Dufferin Peel DistrictSchool Board music, drama and dance showcases, as well as theatricalproductions, child and adult choral and theatrical performances, commercial television and film shoots, graduation ceremonies, corporatepresentations and performances.

Rental activity was slightly under budget for the year. However rental revenues exceeded target due to increased commercial ticketed eventsand film shoots. There was significant diversity in the community use ofthe Centre’s theatres. The following communities presented productions:African, Arabic, Chinese, Colombian, Filipino, Indian, Korean, Muslim,Pakistani, Polish, Punjabi, Serbian, Slovenian, Ukrainian and Vietnamese.The following festivals were presented: The Mississauga Literary Festival,Can Afric Drum Festival, Chinese Arts Festival and the Colombian Independence Day Festival. It should be noted that many communitygroups hosted fundraising performances and festivals including

Salvation Army, Mississauga Food Bank, Children’s Wish Foundation,Sheena’s Place, Marc Diab Children’s Foundation, Interim Place, CysticFibrosis, Cancer Society of Canada and Erin Oaks Kids Foundation.

New business consisted of a variety of cultural productions, competitionsand dance performances. These included productions by: NGM Entertainment, Boen Entertainment, Aim for Seva, Orfeao Stella Maris,Toronto Drama Troupe, Folklorico Filipino, Polish Canadian Society ofMusic, Opera Belcanto of South Simcoe, Clarence Frazer in Concert, St. Thomas Aquinas Secondary School, All Slovenian Cultural Committee,Visions Unlimited Canada, Nikki Policelli, Inarow Productions, Total DanceInnovations, Strictly Dance, Studio A Dance Academy, Be Dance, StrollPromotions, Stephanie Parker, Interim Place, Ed Stephenson, John Fraser,and St. Eugene Parish. The theatres were also reserved as a rain optionfor programming for the International Indian Film Academy (IIFA) Awardsat MCS. This was a significant increase in new clients for the Centreover the 2009-10 season.

The City of Mississauga opened MCS June, 2011. The opening of the newfacility resulted in some festivals moving from LAC to the new square.

THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 09/10 02THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 07

LAC PRESENTS AND PROGRAM PARTNERSHIPS

The LAC Presents season featured 60 performances in 40 productions

for children, family and adult audiences across three series; Special

Events, Relaxed and Wiggle Club. Attendance for these performances

was 33,746 which represented 68 percent capacity. Paid attendance was

less than budget and lower than the previous season.

Season highlights included well attended performances in Hammerson

Hall: Shaun Majumder, The State Theatre Ballet of Russia’s Nutcracker,

Royal Winnipeg Ballet’s Moulin Rouge, La Boheme, The Blue Man Group,

Max and Ruby and Tower of Power. Comedian Brad Garrett was added

with ticket sales much lower than anticipated. The largest negative

impact on the season was the Broadway production of Handel’s Messiah

Rocks. This production did not do well in most venues in which it toured.

In RBC Theatre we had strong attendance for Sounds of Motown,

Michael Ciufo, The Arrogant Worms and Miss Spider. The theatre run of

Forever Plaid did not have the expected attendance across all of the

performances.

English and French school performances were successful with 8,500

attending 12 performances in the two main theatres. This attendance was

slightly lower than last season with one less performance offered.

Highlights included sold out shows of The Nutcracker, Swimmy and Inch

by Inch and Peter and the Wolf. This season also included our first opera

for students. In partnership with Opera Kitchener, we engaged more than

500 secondary students.

Total attendance for LAC programming including LAC Presents and

Program Initiatives projects for 2010-2011 was 36,511.

Through the Program Initiatives Fund the Centre also supported The

Mississauga Chamber Music Society and Orchestras Mississauga in their

Tales and Tunes for Toonies School Program, a co-production with

Orchestras Mississauga, the Mississauga Literary Festival, as well as a

number of visual and performing arts showcases with the Peel District

School Board.

Serena Sandford, Photo Nardella Photography Inc.

In the spirit of Moulin Rouge of Paris,Moulin Rouge® is a registered trademark of Moulin Rouge S.A.


Arts Programs

STUDIO PROGRAMMINGWhile Studio program participation continued to level off, we did see anoverall increase in participation in fiscal 2010. The Centre continued todeliver high quality visual and performing arts experiences for children,youth, adults and families within the Centre’s eight professionallyequipped artist studios.

EDUCATIONAL PROGRAMMING FORSTUDENTS AND TEACHERSSchool Workshops engaged 25,748 students and their teachers in hands-on curriculum related workshops in 2010-2011; an increase overlast year. The number of workshops delivered was 1001- an eight percent increase from budget. A large portion of this increase was associated with the new artist in residency program piloted in Februaryin connection with Black History month.

We continued to see a decrease in class size as well as a shift towardsteachers planning and booking onsite workshops at the end of the schoolyear. Our audience was made up of 39% primary, 31% junior, 25%

intermediate and 5% secondary students, consistent with last season.Our 48 French language workshops were delivered to 995 students a33% increase from the previous year.

Students and teachers from 199 schools representing 11 different schoolboards attended workshops. The Peel school boards continued to represent50 percent of our audience. Overall participation also included studentsfrom private, home and Montessori schools.

In September 2010, we piloted a teacher open house where teacherswere invited to learn about the Centre. This reception helped the Centreconnect with and develop new school audiences. An arts package for new teachers was prepared and provided as a resource. More than 40teachers attended this evening with positive reviews.

We offered four teacher workshop options as part of the professional development series. In 2010-2011 five workshops were delivered withthree of these being presented in French for Le Conseil Scolaire De District Catholique Centre-Sud. More than 50 teachers attended theseworkshops, an increase from fiscal 2010.

Arts Programs



Arts Programs

CAMPSIn the 2010-2011 season, 758 children ages 6-16 participated in campprogramming resulting in an eight percent increase over 2009-2010 due to the offering of additional sessions of “Dynamic Dance Crew”,“Movie Makers” and “Creative Couture” during Summer Camp as well as“Dynamite Dance Basics” during March Break.

March Break camp had 98 campers attending reaching 98 percent capacity and 32 of these campers participated in the new March Breakmeal plan program. Within Summer Camp, 660 campers participated,again reaching 98 percent capacity with 31 of the 39 sessions sold out.

Camp programs would not have been possible without the support provided by work experience students from local high schools. In 2010-2011, 70 students from Peel Region donated more than 4,782hours to camp programming.

SPECIALTY WORKSHOPSSpecialty Workshops provided uniqueprogramming opportunities for the community outside of regular program-ming areas. These include birthday parties for children; custom designedcorporate workshops and specializedprogramming for seniors, service groupsand community groups. In 2010-2011, 42 workshops were created and delivered to more than 750 participants.Morguard Investment Inc, RBC Insurance, The Cooperators, ChristianHorizons, Canadian Mental Health Association, along with Brownie, Girl Guide and Pathfinder troops, and the YMCA were corporate and community groups who participated.

COMMUNITY COURSES AND EVENTSCommunity Courses continued to offer high level programming in professional studio spaces to children, youth, adults and families. Therewere 209 community courses delivered to 2,453 participants, a 10 percent increase in participation from 2009-2010. New courses were offered in ceramics, dance, textiles and musical theatre.

This area was also successful in engaging high school volunteers to support Saturday morning children’s courses with 15 students donatingmore than 500 hours.

Creative programming for community events such as The Literacy Festival, marketing outreach, summer events and festivals provided opportunities to further promote arts, studios and programs to the general public.


Arts Programs

EXHIBITIONS

Exhibitions at the Centre showcased works by local artist groups from a

variety of cultural backgrounds. Exhibitions featured works in a variety of

media including installation art, photography, painting, ceramics, textiles,

glass, wood, as well as media arts. There was a focus on contemporary

Asian art as a complement to the IIFA awards, MOSAIC Festival and

Chinese New Year.

In total, the 2010-2011 exhibition schedule attracted more than 7,600

patrons visiting eight exhibitions. This attendance was a decrease from

fiscal 2010 and the direct result of the Centre not being open on Canada

Day due to the opening of MCS.

The gallery was open for select evening performances and special events

hosted by a team of dedicated volunteers. The gallery could not remain

open without their ongoing support.

There were 17 school workshops delivered as well as the creative writing community course

Exhibition outreach included the display of resident artist works at the

University of Toronto Mississauga. We are also working with the Greater

Toronto Airport Authority to showcase the resident artist show in June

2012 in terminal one exhibition space.

RESIDENT ARTIST PROGRAM

The Resident Artist Program had sold out enrolment in the ceramics,

painting and drawing, wood and textile studios. For the year, 33 different

resident artists worked within the Centre’s studio spaces. In September

the glass studio was closed for the installation of a new furnace system.

We completed our first year of operations of the Artist Fellowship

Program in the wood studio whereby new graduates access a studio at

highly subsidized rates. The two year structure of the program allows

new artists financial relief and studio space necessary to produce a body

of work. Two new artists were accepted into the wood studio resulting in

the studio operating at capacity. For 2011-2012 we have selected one

Fellow to work within the glass studio. The Post-Residency Studio Rental

Program for former resident artists with specific studio needs ran in

glass, textile and wood studios in 2010-2011 with positive response from

the four artists.

Residents continued to be an integral part of the Centre’s programming

through their participation in exhibitions, teaching courses, and

community and corporate events. Select artists’ works were showcased

at The University of Toronto Mississauga. Glass resident artist, Jeff

McIntosh, was awarded the Emerging Visual Artist award at the

Mississauga Arts Council’s MARTY Awards event.


Arts Programs

GIFT SHOP

Continuing to provide an outlet to promote the artistic activities within

the Centre, the gift shop showcased fine crafted works created by the

Centre’s team of resident artists. Fashion and home décor items in wood,

glass, textile, ceramics, photography and metal were displayed. Opening

the shop during selected performances helped increase visits and sales

in 2010-2011.

STUDIO RENTALS

Nine community clients rented studio space in 2010-2011 representing

an increase from previous years. The dance studio showed the greatest

activity resulting in the space being almost fully rented during prime time

between September and May. Community groups used this space to offer

ballet and Irish dance classes for children, Bollywood and Indian dance

as well as Zumba and fitness classes.

Arts Programs Team


Customer & Facility Services

The Customer & Facility Services department provides the operational

requirements for both internal and external customers supporting all

activity at the Centre. Our focus is to deliver exceptional services in a

professional and safe manner.

BOX OFFICE

The Box Office team continued to deliver excellent customer service in

person, by phone and through online selling. This year overall ticket sales

for visual and performing arts increased nine percent and online ticket

sales increased by one percent over Fiscal 2010.

Our team continued to capture patron data for LAC Presents programs

and provide post show summaries to both the Marketing and Arts

Programming departments. Highlights include:

� Repeat customers increased to 46%, a 5% increase over last season

� 17% of sales took place less then one week prior to the show

� Top methods of how patrons heard about our performances (as collected

by our CSRs) – brochure, friend/word of mouth, and website/internet

RECEPTIONIn 2010-2011, the responsibility for the Reception area, along with our

Receptionist, moved to report to the Customer Service Supervisor.

This allowed us to service telephone calls and service the public more

efficiently.

Gail AndersonDirector, Customer & Facility Services

Reception

Box Office Team


Customer & Facility ServicesTECHNICAL AND PRODUCTION SERVICES

The Technical Team, which includes the contracted services of Nasco

Staffing Solutions, continued to provide guidance to clients to ensure the

best possible production value. This year our crew supported more than

187 different events and supported our internal events of LAC Presents,

community courses and camps. In addition we expanded our services to

supply outreach production support to the new Mississauga Celebration

Square.

In 2010-2011 we added a new dance floor in Hammerson Hall along with

20 new lighting units and vacuumed the main hall acoustical drapes. In

RBC Theatre we replaced the lighting board, the floor of the bleacher

unit, repaired all stage risers, and painted the theatre floors.

The Studio Technician provided safe and functioning studios with

ongoing maintenance and repairs to equipment. In the Wood Studio a new

table saw was installed with sawstop technology. Sawstop is the latest in

safety equipment designed to stop functioning if there is an object close

to the blade. In the Painting & Drawing Studio, Textile Studios and

Kidspace new countertops, sinks and faucets were installed.

FRONT OF HOUSE

The Front of House team ensured we provided a healthy and safe

environment for all events. The majority of our team is comprised of

volunteer ushers and greeters. In total there are approximately 80

volunteers that helped us service 303 events in the theatres. In addi-

tion, we worked collaboratively with the Food and Beverage department

providing lobby bar services for theatre events.

Technical Team

Front of House

Lighting Board

Table Saw



VOLUNTEER SERVICES

More than 230 volunteers served the Centre in front line services,

administration areas, programming and on our Board of Directors. New

this year, was the launch of a Stewardship Program that placed trained

volunteers in the community to help recruit new volunteers. This program

still requires some fine tuning but volunteers did attend three events this

year. Our Volunteer Social Committee organized four events – A Movie

Night, Players Choice Game Night, a Financial Planning Event, and our

summer Staff and Volunteer BBQ.

In total more than 18,000 volunteer hours were completed this season.

The number of long term volunteers is on the rise with 44 active

volunteers, with more than 10 years of service, and 50 with more than

five. In November we presented a number of awards at our Annual

Volunteer Recognition Dinner.

The honourees were:

Gerry Townsend (L) congratulates Paul Walker (R), Volunteer of The YearVolunteer of the Year – Paul Walker Award of Distinction – Carla ReedykAward of Excellence – Ron Covert Special Awards of Recognition – Elaine Teguibon, Steve Fogarasi, Emily Sheppard, Regina Balodis, Marilyn Fisher, and Karen Sheehan

Volunteer Recognition


Marketing Services

OVERVIEWMarketing and Communications strived to increase sales and attendanceat all LAC performances, workshops and events. Through marketing collateral, we created and maintained a cohesive corporate brand acrossall LAC properties and initiatives.

We also pursued partnerships within the community, forging new rela-tionships and building on existing partnerships. We worked closely withall departments to leverage initiatives and create synergies within theCentre to increase attendance across all properties.

LAC PERFORMING ARTSMarketing activity for the Performing Arts continued to build on our profile in Mississauga and surrounding communities. The core elementsincluded the season brochure, print advertising, radio, outdoor, online,and outreach activities.

Promotional partnerships were maintained with Erin Mills Town Centreand South Common Mall. Select corporations were also engaged as partners, offering their employees incentives to attend performances.

The Mississauga News was again the season print sponsor. Indigo Booksand Music was secured as a promotional partner, providing added exposure and promotional opportunities for select programming through-out our season.

Brochures were distributed based on top clusters from the AMS consultant’s report and the top FSA information from Box Office. This report provided us the opportunity to improve the distribution of all marketing collateral based on top clusters and top FSA information.

A Rental Client Program was created outlining our branding guidelinesand providing clients the opportunity to capitalize on our marketing activity. This initiative helped maintain a consistent brand profile and provided an opportunity to generate revenue through marketing efforts.

The package for Corporate Sales was updated to achieve consistentbranding for all collateral.

COMMUNITY OUTREACHWe continued to have a strong presence at various community events inMississauga. Staff and volunteers promoted relevant performances and programming and captured information for our database through promotional ticket give-aways. At appropriate events, a craft element allowed us to interact with families and promote studio arts programming.

Some key events the Centre participated at include:Mississauga Waterfront FestivalBread and Honey FestivalCanada Day Celebrations at Mississauga’s Celebration SquareAmacon RibfestSouth Side ShuffleChristmas Tree Lighting at Mississauga’s Celebration Square

ON-LINE AND ELECTRONIC MARKETINGWe implemented and improved electronic marketing strategies. The maincomponent of this was the launch of the new website, coinciding withthe season launch. Easier navigation and more interactive elements haveresulted in a meaningful increase in traffic.

Our email database includes more than 33,000 records and keeps growing. We continue to target market to specific areas of interest in thedatabase and refine our message to increase email open rates.

Social media has been used to promote and gain marketplace presence.This year we capitalized on artists’ fan bases by implementing emailblasts and linking strategies to their social media and fan databases.

This medium continues to grow in importance as a vital element in theoverall marketing mix. Facebook, Twitter and our Blog continue to be keyawareness-building tools for the appropriate programs

STUDIO ARTS/GALLERYThe marketing for Studio Arts programming, including courses, workshops,camps and the gallery incorporated cross-promotion with other propertiesat the Centre. Marketing ensured that all collateral was distributed to the targeted demographic and to the appropriate venues outside of theCentre.

LIVE CUISINELIVE Cuisine capitalized on many of the successful marketing elements inplace from the previous year. The Cooking Demonstrations, under the LIVECuisine banner, was cross- promoted with the Centre’s other properties.Online promotions helped create awareness for the events.

Marketing Team

PROGRAM INITIATIVES FUND

The fund was established to provide access to funding for programming

endeavours that address key goals from the Centre’s mission statements

but require financial assistance.

During the 2010-2011 season we provided support from the Fund totalling

$48,000 to assist programs as follows:

� Orchestras Mississauga co-production

� Orchestras Mississauga and Chamber Music Society School Program

� The Mississauga Literary Festival

� LAC School performances

� The Peel District School Board: Literacy & Values and Music and Drama

� The Peel Intermediate Music Teachers Association: Music Festival.

� Peel Elementary School Exhibition

Much of this support was by way of subsidizing the cost of theatre rental.

The Board of Directors approved the transfer of $250,000 from operating

funds to the Program Initiatives Fund as of August 31, 2011. Consequently,

the balance in the Fund at August 31, 2011, increased to $661,00.


FundraisingOVERVIEW

In fiscal 2011 we raised a total of $106,000 through corporate sponsor-ships and government grants.

We were successful with a grant application for the Ontario Dances Project through the Ontario Arts Council providing monies to program Ontario dance companies, develop Mississauga’s dance audience as well as provide workshops within the community. Canadian Heritage continued to s upport LAC Presents through their Canada Arts PresentationFund. New in 2010-2011 we received a capital grant for a new hearingimpaired system for the theatres through the Ontario Trillium Foundation.TD Financial Group, RBC, Pratt and Whitney Canada, Mother Parkers andthe Hilton Garden Inn Mississauga Toronto Airport West continued to support programs and events with corporate donations. The MississaugaNews was once again our print media sponsor for LAC Presents.

Our annual gift program was not active during the 2011 fiscal year butis currently under way, with requests being sent to Directors, staff andother external individuals.

YOUR GIFT MAKES THE DIFFERENCE THE LIVING ARTS CENTRE ACKNOWLEDGES WITH THANKS

THE GENEROUS SUPPORT OF THE FOLLOWING:

KEEPING ARTS ALIVE IN MISSISSAUGAYour tax-deductible donation to the Living Arts Centre helps to ensure that affordable, quality arts events and artseducation take place in our own city. Your gift will bridge the gap between the cost of running these programs and theamount that artists, students and community members can reasonably pay to attend. To Donate, call 905.306.6196or visit www.livingartscentre.ca/supportLiving Arts Centre Registered Charitable Tax Number: 0958066-22


LIVE Restaurant / Corporate Sales

OVERVIEWThe pre-show dinner and post-show dessert revenues and covers haveincreased this year due to regular courtesy reminders from restaurantstaff and communication at the box office making patrons aware of therestaurant being open.

The restaurant has gained popularity this year with many new socialevents such as small weddings, showers, baptisms and retirement parties. Corporate events such as breakfast meetings, cocktail receptionsand dinners have also demonstrated a substantial growth in revenues.

Our $50 (all inclusive) Meeting Package was a success with our corporate clients, showing our dedication to delivering value for corporatedollars. Decision makers within the corporate segment are time-strappedso offering a complete package made it easy to conf irm details with onecall.

A key initiative in fiscal 2010 was to update our corporate database. A database operating at peak efficiency will assist the department in accomplishing our goals while positively impacting revenues. The data-base initiative is almost complete (90%). This will give the sales office theability to better target their effortss.

Although LIVE operations did not meet expectation, there was an overallnet improvement in performance as a result of increased revenues andefficient cost control. The economic environment in fiscal 2010 continuedto be a challenge to operations

Laszlo BuzasManager, Food & Beverages

Sales & Catering Team

LIVE Cuisine Team

IIFA (International Indian film Association)


Finance

The financial results for the year ended August 31, 2011 were better thanbudget. The excess of revenues over expenses in the unrestricted fundwas $340,000 compared to a budget of $57,000.

The revenue from operations was $6,182,000 compared to $5,772,000the previous year.

The amortization for the year was $1,063,000. Historically, the Centrehas reported to its Board and Council on the results before amortization.This is because the major part of the annual amortization is related tothe shortfall in the initial fundraising that was underwritten by the Cityand classified as leasehold improvements on our balance sheet.

We continue to be in a strong financial position. Our working capital at

August 31 2011 was $569,000 and the net assets were $1,172,000.

The excellent results enabled the Board of Directors to transfer $250,000

to the Program Initiatives Fund.

Robert BrownManager, Accounting

Accounting Team


THE LIVING ARTS CENTRE IN MISSISSAUGACONSOLIDATED FINANCIAL STATEMENTS

AUGUST 31, 2011

THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT10/11 40

Living Arts Centre Staff

Ron LenykChief Executive Officer

Gerry TownsendVP Business Affairs

Robert BrownManager, Accounting

Gail AndersonDirector,


Joel Alexander, Bruce Bennett, John De Melo, Amanda DwyerMichael Estacio, Megan Paul, Simone Sicard, Karina SoaresVictor Svenningson

Anne-Marie Campbell, Susan Campbell, Diana ChanKristina Cuenca, Marg Duncan, Jas Dhillon, Eva KeithCathy Lee Keogh Hammond, Lilian Libert, Virgina MajMona Necic, Leonard Neiman, Vanessa NelsonAmanda Nicholls, Paula Pedrazas, Mahreen QureshiNicole Shaw, Jenn Silver, Krysta Soroczynski, Marcia Soto

Theatre Stagehands provided by NASCO Services Ltd.

Tamara Davies, Marija Duvnjak, Jessica Earley, Cait HarbenAmy Ng, Megan Press, Cole Swanson, Carolyn Topdjian

Grace Aldea, Debbie Choi, Mariette Rajkumar

Sofia Amaro-Elliott, Alba Noronha, Esther Ortiz, Anne ParkerCulinary: Peter Colberg, Mahipal Dheendsa

Leslie LeaderDirector,

Arts Programs

Laszlo BuzasManager,

Food & Beverage

Services provided by City of Mississauga

Suhara AmithExecutive Assistant to CEO & VP Business Affairs

Robert HartDirector,

Communications & MarketingMary Chan, Alejandro Cardona

Human ResourcesChristine Gabany, Angie Coccia, Nishila Lalany

PayrollNatalie Jackman (Perm Staff); Vera An (Temp Staff)

Information TechnologyFrank Lee, Cedric Lam, Michael Parolin

Building OperationsRob Bowslaugh, Jamie Hillis, Matt Petri

4141 L I V I NG ARTS DR I VE , M I SS I SSAUGA ON L5B 4B8 I HWYS 403 & 10 , WEST OF SQ UARE ONE

905 .306 .6000 I www. l i v i n g a r t s c e n t r e. c a

lac – annual report 2011

Documents

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