the value of presenting a study of performing arts presentation in canada erin benjamin and...
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The Value of PresentingA Study of Performing Arts Presentation in Canada
Erin Benjamin and Frédéric Julien, CAPACOAInga Petri, CMRP, Strategic Moves
CPAF / OPSACOttawa, May 30, 2013
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Clarify relationship
between presenter and communities
Big Needs
Understand value and benefits
Increase awareness
and understandin
g of presenting/ presenters
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Pressures
Presenting Field
Changing demographics
Changes in technology
Economic issues
Fluid funding environment
Lack of awareness of
presenters
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Goals of project
• To identify, understand and communicate the value and benefits of performing arts presentation for Canadians.
• To define and raise awareness of the role of the presenter in the arts ecosystem, in communities, in society with the next 20 years in mind.
• To identify commonalities and differences among the diverse presenting field.
• Trends in the sector.
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Scope
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Broad, open collaboration
Project Identity• Engagement
platform
Background• Literature• History
Qualitative• Interviews
Surveys• Presenters• Canadians
Dialogue• 11 sessions• Online input
Interim Report & Supplements
Explore/engage/validate• 7 webinars• 12
workshops/presos
Report• Infographics• Canadian Atlas
Communication• Presentations• Social media / MR
Application in Field• Professional Dev.• Decision-making
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Most Canadians are engaging in the performing arts today
Calgary Folk Music Festival
Photo credit: Dave Kenney
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Amazing breadth of attendance
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
75% Canadians attended in 2011 + 11% ever attended
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Attendance includes broad socio-economic groups
2 in 3 Canadians who– earn less than $40,000 or– do not have university education or– live in communities with a population under 25,000
… attended in 2011.
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
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Canadians attend in many venues
Private venue
Places of worship
Museum / Art gallery
Stadium / Circus
Restaurant / Bar
Community space / Schools
Outdoors
Performing arts facility
12%
20%
25%
27%
34%
39%
50%
75%
Types of Venues Attended
Canadians (N= 751)
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
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Younger Canadians attend more
Canadians (N=1,029) < 25 (n=123) 25-34 (n=183) 35-54 (n=343) 55+ (n=374)0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14% 15% 16% 19%10%
33%36% 37% 33%
31%
21%21%
25%18%
22%
7%9%
5%
6%
7%
Frequency of Attendance by Age, 2011
1 time 2 to 4 times 5 to 11 times 12+ times
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
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Media-based viewing augments live performance
On the Internet
Television/radio
Live performance
25%
36%
71%
46%
71%
75%
Canadians' live attendance, media-based consumption and its importance
Watched/attended within last 12 months Importance = high
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
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Canadians recognize contributions to communities, quality of life and well-being
Cynthia Soudin and KoboTown. Alianait Arts Festival, Iqaluit, Nunavut, 2009. Photo: Ed Maruyama
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Canadians get: Both … And
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
Individuals who attend
29%
Community as a whole29%
Both equally36%
Neither2%
DK4%
Who benefits more from the presentation of performing arts (N=1,031)
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Individual benefits
Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
Enter
tainmen
t, fun
Stimulati
on
Experi
ence
someth
ing new
Exposu
re to differe
nt cultu
res
Socia
l opportu
nity
Expres
sing m
yself/
themsel
ves
Contemplat
e Past
, pres
ent, f
uture
No benefi
t0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Personal main benefits of attendance< 25 (n=123)25-34 (n=179)35-54 (n=341)55+ (n=371)
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Language matters: Community benefits
What do you think that the main benefits of having performing arts presentation in the community are? (Up to 3)
As a performing arts presenter, what do you consider the top 3 benefits of your organization to your community? (Up to 3)
Canadians(N = 1,031)
Presenters (N=288)
Brings energy and vitality to community 42% Stronger sense of community identity or community belonging 76%
Improved quality of life and well-being of residents 38%
More creative community 37% More creative community 52%Stronger sense of pride in community (22%) +Stronger sense of identity to community (15%) 33% Improved health and well-being of individuals
and families 30%
Greater economic development in community 32% Better understanding between cultures 29%
Better understanding between cultures 19% Increased cross-sectoral collaboration (e.g., business, culture, social services) 27%
Increased partnerships between different organizations in the community 12% Greater economic development 26%Better ability to attract and keep skilled workers in the community 10% Higher civic engagement 22%Raising public issues and generating public discussion in the community 8%
Greater safety through increased activity at night 4% Better capacity to attract and retain skilled workers 9%
Source: Value of Presenting-Survey of the General Public and Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
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Presenters, partnerships and community
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Presenters: High effort in community development
< 5 k (N=70) 5 k - 99 k (N=107) > 100 k (N=111)0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
84%79%
68%
57%
40%
69%
21%27%
40%
How much effort does your organization dedicate? High effort (4-5)
Artistic activities (season/festival planning, vision) Community development / social involvementMarketing/aud dev Artistic development (residencies, collaborations)Prof dev Technological advances
Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
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Partnerships very important to presenters
Arts Community Education Government Private sector None0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
86% 84%78%
67%64%
1%
Partnerships in last 3 years (small vs large communities)
All (N=288) < 5 k (N=70) > 100 k (N=111)
Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
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Altruistic motivations
Marketing and sales
Support for artists / artistic community
Audience development
Enrichment of community
50%
65%
84%
84%
31%
52%
63%
82%
General objectives and specific objectives in non-arts partnership
Objective of most recent non-arts partnership (N=147)Typical objectives of partnerships (N=195)
Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
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Societal benefits
• Other benefits identified in the literature:– Health– Volunteering– Civic engagement– Better education outcomes– Social cohesion– Economic development
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Looking ahead
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Reframe: Demographics = opportunity
Average age: 26 Average age: 45
40 y
ears
60 y
ears
50 y
ears
Average age: 41
20
40
60
80
0
100
Source: Statistics Canada census
New questions have to be considered, if 80+ year-olds are to be regular attendees.New skills needed to reach and engage several generations at once.Need to understand your own community demographically.
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Technology drives changes
1990s 20011998 2003 2004 2005 2006 2007 2008 2010 2011
4G LTE
What will this capacity unlock in the performing arts?
2012
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Implications for arts funders
• How might performance measurement shift, if public engagement and value to Canadians are at the forefront of considerations?
• How are we able to support the multifaceted skills (IT, public engagement, others) needed in today’s performing arts sector?
• How should the 21st century performing arts venue look like?• Is the webcast of a show a cultural service or a cultural good? • How do we see the role and purpose of arts organizations’
community-based partnerships?• How do we see our mandates – as arts funders or as arts
organizations – shift or broaden to encompass the public benefits identified in this study and in other studies?
• …
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What’s next for CAPACOA
• Develop comprehensive database of presenters• Conference presentations• Tour the study• Explore new partnerships• Ensure ongoing research
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THANK YOU!ERIN BENJAMIN AND FRÉDÉRIC JULIEN, [email protected]
INGA PETRI, CMPR, STRATEGIC [email protected]
WWW.CAPACOA.CAWWW.VALUEOFPRESENTING.CA