CITY OF HUNTSVILLE

MUSIC AUDIT AND STRATEGY Executive Summary

Presented by Sound Diplomacy July 2019

1 ABOUT THE PROJECT METHODOLOGY

In April 2018, Sound Diplomacy was contracted Sound Diplomacy deployed its unique four-pronged by Huntsville City Council to deliver an extensive methodological approach to deliver a comprehensive music strategy to kickstart Huntsville’s journey assessment of Huntsville’s music ecosystem. to becoming Alabama’s first Music City. This was pan-genre, pan-sector and diverse across community, culture and geography. A ‘Music City’ is defined as a city This project will mark Huntsville as that embeds music as a tool into a leader among global music cities, its collective governance ethos, particularly through galvanizing across economic development, its local engineers to accelerate STEP 1: ECOLOGICAL STEP 2: STAKEHOLDER STEP 3: QUANTITATIVE tourism, education, equity music tech innovation and boosting IMPACT ASSESSMENT ENGAGEMENT RESEARCH and overall quality of life. economic growth of Alabama’s We completed The survey and industry Analysis of official statistics, music tourism industry. In addition, The project, lasting just over a year, comprehensive desk research roundtable interviews primary data developed by the arrival of the landmark MidCity has been combined with a music and literature review, and acted as an integral source Sound Diplomacy and results development, complete with a audit of the Muscle Shoals region delivered an in-depth of context. A total of from the survey enabled new amphitheatre, music venue, to create the most extensive music regulatory assessment to gain 2,029 respondents from the creation of an in-depth music hub, music retail offer and ecosystem survey in the nation. an understanding of current Huntsville and beyond filled study of the economic global partnerships with most The project was carried out in policy and regulations. out the survey during this impact and mapping of major and independent entities, several phases, launching with Then, we compared them period. After an individual Huntsville’s music ecosystem. will create further competitive visits to Huntsville to speak to key to best practices all over examination of all surveys, a advantage across Huntsville's music stakeholders and participants in the world that Huntsville total of 1,024 responses with and overall cultural ecosystem. the local music industry. These can learn from. complete or substantially complete status were interview findings were followed Alongside the work being carried STEP 4: ANALYSIS by a survey and mapping of the out simultaneously in the Shoals marked as fit for analysis. We also conducted a OF FINDINGS AND current industry to identify the Region, these findings and RECOMMENDATIONS challenges and opportunities in the recommendations will place series of roundtables and A comprehensive plan city, which were further analyzed Alabama at the forefront of personal interviews with for the development of in order to present a series of music creation, innovation and more than 100 stakeholders Huntsville’s music ecosystem recommendations to help propel tourism. Implementing them throughout the process. based on the analytical work Huntsville toward its objectives. will further demonstrate North previously completed. Alabama’s leadership across music policy into the future.

1 2 FOREWORD

Dear Huntsville, Over the past 14 months, we have accomplished something that has never been done in an American city. We looked deeply at the role of music across all city departments, to think about music, regardless of genre, culture, discipline or output, can bring us together.

This is your music strategy, and As you can see by the We believe this is the most Huntsville is America’s first city recommendations – wholly adopted progressive music strategy thus far to have one this extensive, this by Huntsville’s visionary city in the US and one that will serve intensive and this diverse. And this administration, will see music used as a benchmark for other cities to is because of you. The engagement more actively across workforce look at, adopt and learn from. And we’ve had across the city when development, tourism and equitable we’ll be reviewing it, re-assessing asking for information, an opinion growth. Huntsville will recruit and supporting its development or some constructive criticism music officer and appoint a music throughout, be it in North has been overwhelming. And commission. Local ordinances will Huntsville, MidCity or Downtown. we’re incredibly thankful of it. be amended to be more music and Through this process we interviewed performance friendly and music And the city is already getting to over 100 people, engaged with education will be re-prioritised to work on the recommendations. over 1000 through our survey and ensure everyone across the city has OTHER FOREWORD TBC had two public forums, one of For one, there are new music access to experience, perform and which I met many of you at. We venues actively programming engage with music, no matter where hope you remain engaged and artists, such as Stovehouse and you live and who you are. The city supportive, as this strategy moves The Camp. There will be have a has also committed to reviewing onto phase 2; implementation. new amphitheatre, one that is the events permitting process, to being designed to be embedded create a more simple process to Thank you for welcoming us into a public park, accessible to host community gatherings and into your community. This all of you year-round. It is also institute a message where artists is only the beginning. being designed as a performance in Huntsville – wherever they play Shain Shapiro, PhD space by artists, for artists. We’ve – be paid fairly for their time. Founder and CEO, seen new partnerships established Sound Diplomacy across Northern Alabama, including new initiatives bringing together the heritage of Fame and Muscle Shoals with your future heritage being developed in Huntsville. And this is just the beginning.

3 4 HUNTSVILLE AT A GLANCE ECONOMIC IMPACT OF HUNTSVILLE’S MUSIC

TOPIC IN PLACE? HUNTSVILLE’S POLICY BEST CASE ECOSYSTEM NIGHT No Shuttle bus system stops service Philadelphia, PA has 24-hour bus lines. Copenhagen, the TRANSPORT at 6pm. Free Downtown Trolley on smallest of cities with 24-hour transport, has 24-hour metro Fridays and Saturdays, stops at 10pm. lines.

AGENT OF No n/a San Francisco, CA – London Breed’s amendment to Chapter CHANGE 116 of the local ordinances states existing venues, so long as they are in keeping with existing noise laws, are protected from the complaints of any new residences, hotels or motels built nearby.

MUSIC OFFICE No n/a Austin, TX – office situated under Economic Development Department and acts as intermediary, promoter, and political activist concerning housing, licensing, etc.

CITYLED Yes Huntsville Arts & Cultural Grant Colorado – Colorado Music Strategy is a combination funding GRANTS Program is funded by the city’s and tourism body, with $200,000 to give to Colorado-based budget and provides up to $100,000 artists or music businesses that will help raise the state’s per year profile.

EVENT Yes Permits must be reviewed by city San Francisco, CA – The SFEC outlines all permit types on PERMITTING emergency services its website, which also houses the permitting application portal. A 65-page guide, available to download, outlines all considerations event planners must take depending on their event and the departments they must contact for any external permits.

LIQUOR Yes By the drink sales between There isn’t really a city that has a perfect, rounded system, PERMITTING 10am-2am but there are a few initiatives which are good. Vermont’s laws allow applicants to bundle beer/wine and liquor licenses into one application, with no sales cap at a state level. License holders are also given in-house training kits so they don’t need to outsource training new employees.1

NOISE LAWS Yes 62 dB(A) in commercial zones at all Chattanooga, TN – Special occasion permits are available for time 55 dB(A) in residential from businesses expecting to exceed sound limits along the main 7am-10pm, 50 dB(A) from 10pm-7am road.

BUSKING No No formal laws in place, but many Huntsville, AL has a smaller (or at least, less discernible) track programmes initiated throughout the record of issuing citations or restrictions against buskers, city, particularly during the summer, accompanied by a plethora of initiatives. Boulder, CO may be to encourage activity. the most comparable city here, as it has a specific area, Pearl Street Mall, which is known for its street performers.

ENTERTAINMENT Yes Four districts with open container Austin, TX – six entertainment districts, each with unique DISTRICT laws during certain daytime hours: laws regarding extended curfews for live music outdoors. Quigley, Meridian, Village of Providence and S.R. Butler Green.

MUSIC Yes Not music specific, but Lowe Mill Austin, TX – Mosaic Sound Collective is a non-profit WORKSPACE/ offers arts studios, venues and other 25,000ft2 space with production/studio space, backline HUB creative spaces rental, vinyl manufacturing, office space, incubator, performance space and gallery.

MUSIC TOURISM No Not as of yet, but music is mentioned Nashville, TN – branded itself as ‘The Music City’, with POLICY in the comprehensive tourism policy everything from guitar-shaped infrastructure to live performances in the airport, an app of gig listings and international media spots.

5 6 ECONOMIC IMPACT MUSIC ECOSYSTEM EMPLOYMENT SUMMARY

ECONOMIC IMPACT EMPLOYMENT IMPACT (IN MILLION US DOLLARS) (NUMBER OF JOBS) MUSIC ECOSYSTEM MUSIC 140 Direct1.6K Direct 2016 ECOSYSTEM Indirect Indirect EMPLOYMENT 1.4K 120 20 Induced Induced 186 1.2K Huntsville’s 100 21 music ecosystem The music 1K 299 is responsible for sector generates 80 generating a total output 1.66% of the area's of $139 million, which 0.8K employment, which exceeds represents 0.6% of the total the contribution of music to the 60 output of the city, and a employment at the national level 0.6K Value Added (GVA) of $106 (1.3%). Nevertheless, it is still far million to the local 40 below places such as Austin or 6 0.4K economy in 2016. Asheville, whose participation 8 were 2.55% and 2.74% of 20 the contribution to local 0.2K The total employment. number of 0 99 29 0 986 jobs generated and Output Compensation Employment supported by the music MUSIC sector in the city is 1,471, which accounts for 1.66% ECOSYSTEM of employment in the OUTPUT PER city. These earnings MUSIC ECOSYSTEM OUTPUT PER CAPITA (IN US DOLLARS) CAPITA totaled $43 million. 2000 2000 MUSIC 1,899 1800 1800 The music output ECOSYSTEM 1,604 1600 1600 per capita of the DIRECT 1,496 United States is $444, MUSIC ECOSYSTEM DIRECT OUTPUT (IN MILLION US DOLLARS) 1400 1400 OUTPUT while in Huntsville this figure 1200 1200 110 1,132 reaches $736. In the case of 105 1000 1000 cities such as Austin and New The direct 100 98 99 York, which have a high flow of 94 800 736 800 output of the music 678 music tourism and strongly 90 90 consolidated industries ecosystem in Huntsville 86 600 600 this figure is $1,899 and grew 104.79% between 81 80 79 400 400 Output per capita (USD) $1,604 respectively. 2002 and 2016. This figure 75

71 USA (444) contrasts with the direct 70 71 200 200 output of Huntsville, 66 62 0 0 which grew only 60 58 2 55 by 75.8% . ea AL 52 Seattle Austin 50 48 Asheville NC Huntsville AL New York CIty Shoals Ar

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

2 Data source: Bureau of Economic Analysis

7 8 HUNTSVILLE’S MUSIC INFRASTRUCTURE

33

45

22 MUSIC SCHOOLS MUSIC

17 NIGHT CLUBS NIGHT MUSIC RECORD & EQUIPMENT STORES EQUIPMENT & RECORD MUSIC ONLINE MEDIA COMPANIES (MUSIC & LIFESTYLE LIFESTYLE & (MUSIC COMPANIES MEDIA ONLINE HUNTSVILLE IN OPERATING PODCASTS) BLOGS, BARS, PUBS AND RESTAURANTS WITH LIVE MUSIC LIVE WITH RESTAURANTS AND PUBS BARS, 14 RECORDING STUDIOS RECORDING STATIONS RADIO 12 11 CHOIRS) CHURCH INCLUDING (NOT CHOIRS 11 CONCERT & EVENT PRODUCERS EVENT & CONCERT

MULTI-PURPOSE VENUES MULTI-PURPOSE 9 8 NON-PROFITS MUSIC CO-WORKING SPACES CO-WORKING 7 BANDS) CHURCH INCLUDING (NOT ORCHESTRAS OCCASIONAL VENUES (OPEN-AIR STAGES) (OPEN-AIR VENUES OCCASIONAL 6 LIVE MUSIC FOCUS VENUES FOCUS MUSIC LIVE MUSIC MANAGEMENT BUSINESS MANAGEMENT MUSIC 5 5 RECORD LABELS RECORD 4 AGENCIES PROMOTING AND BOOKING 3 1 2 2

9 10 Bars, pubs and restaurants with live music HUNTSVILLE Nightclubs Multi-purpose venues Occasional venues (open-air stages) Live music focus venues Concert & event producers Booking and promoting agencies Record labels Music management business Recording studios Music record & equipment stores Co-working spaces Music schools Choirs (not including church choirs) Orchestras (not including church bands) Online media companies (music & lifestyle blogs, podcasts) operating in Huntsville Radio stations Music non-profits

11 12 SWOT

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS3 • Vibrant live music scene with good • Inadequate live music venues for • Growing the international • Proximity to music industry hubs such venue and festival offering big, national touring acts composition of audiences with an as Nashville can pull away artists that integrated music tourism offer • Availability of music and • Scarce music industry education reach a certain point in their careers cultural organizations • – collaborations • Lack of adequate promotional channels Tapping into the Shoals area • US education budget cuts. between artists, industry & music tourism • Good support for emerging artists • Local media not as involved as it could be • Wide available • Collaborations with nearby music markets variety of education • Existing image of the city as a • • Great sense of pride and strong science & engineering hub, but not Collaborating with STEM industry, which can put the city at the forefront sense of community music or culture as a whole of music tech innovation • Relative proximity to major cities • Lack of certain professional roles, such • on international touring circuits is as record labels and artist managers Creating a vibrant network of artists and using Huntsville as the main hub incentive for artists to add Huntsville • The local industry operates in to regional touring circuit silos, rather than collaborating, • Giving incentives to companies to foster salaried employment in the sector • Municipal support for and engagement creating a fragmented industry with initiatives which raise Huntsville’s • Appealing to artists looking to have access • Lack of genre & artistic diversity profile as a ‘music city’ in bookings and of audiences to nearby markets while having a more • moving in and students affordable and better quality of life. Young professionals • Poor sound quality in some local venues • Affordability • Inadequate public and night transport • Existence of MUSIC ECOSYSTEM AREAS, AVERAGE RATING (MUSIC COMPANIES AND PROFESSIONALS) Entertainment Districts. • Some outdated regulations affect live music programming 3.9

• Music is not generally valued as a service 3.3 3.1 3.1 or product that should be paid for. 3 2.8 2.7 2.7 2.6 2.4 2.4 2.3 2.2 BEST/WORST MUSIC ECOSYSTEM ASSETS 2.1 (MUSIC COMPANIES AND PROFESSIONALS) 1.9 1.9 1.9

1.6 1.6 1.5

QUALITY FUNDING, NOT OF LOCAL ENOUGH LABELS TALENT, GENERAL AND MANAGERS, AFFORDABILITY, industries managers

REPUTATION AS A music city VARIETY OF MUSIC PLACE Media coverage Variety of genres Variety rehearsal spaces rehearsal Quality of venues MUSIC GENRES of venues Variety Performance fees Audience diversity Audience Sense of community Quality of local talent Availability of funding Availability for established artists Audience engagement Audience Affordability of housing Affordability Public transportation to music venues/ festivals music venues/ music venues/ festivals music venues/ Support labels and from with nearby music cities with nearby Professional connections Professional artists and music industry Performance opportunities Affordability of work and/or Affordability arking infrastructure around arking infrastructure Collaboration with the STEM Collaboration Reputation of Huntsville as a Networking opportunities for 3 While term ‘threat’ carries a negative P Source: Survey Source: Survey connotation, it can also be seen as an opportunity which has direct outside competition.

13 14 KEY FINDINGS KEY FINDINGS

GOVERNANCE & LEADERSHIP BEST RATED HSV MUSIC ECOSYSTEM AREAS (ALL RESPONDENTS)* There is no Music Office or similar entity to champion the music ecosystem in Huntsville. Communication with administration should be improved, and application processes for live music must be eased. Regulations need to be revised and modernized. While there are currently four designated Arts & Entertainment Districts, WORST RATED HSV MUSIC ECOSYSTEM AREAS (ALL RESPONDENTS)* within which open containers of alcohol are permitted during certain times of the day, and a few informal areas that act as cultural hubs, public transport at night is insufficient to cover all areas and times. This is rated as one of the worst areas of the music ecosystem by survey respondents, together with the availability of parking around music venues. Agent of Change is not in place in Huntsville. While THE MUSIC SCENE NEEDS TO BE VIEWED this may not be a problem AS A WHOLE. IT IS ALL IMPORTANT, now, it is a good prevention FROM ELEMENTARY MUSIC EDUCATION, TO measure and could become DIVE BARS PROMOTING EMERGING ARTISTS, an issue as the city continues TO SACRED CHORAL FESTIVALS / BRASS to expand up and out. BANDS IN THE PARK, ALL THE WAY UP TO WORLD RENOWNED PERFORMERS.

Survey respondent

15 16 ARTIST DEVELOPMENT HOURS WORKING ON MUSIC ACTIVITIES (MUSICIANS)

There is room for More than 40hrs 10%

improvement in the less than 6 19% development of careers and opportunities for artists in 31 to 40hrs 7% Huntsville. While quality of EDUCATION local talent is the second best HUNTSVILLE asset, according to survey Availability of music education was among the worst rated SORELY NEEDS respondents, the variety of 21 to 30hrs 12% areas of the music ecosystem in Huntsville by survey events and diversity of the VARIETY OF ACTS AND respondents, while the quality of it was rated as one of the scene (genres, audiences, VENUES, OR BETTER best assets. One of the main goals must be to strengthen etc.) were rated as some MARKETING FOR THOSE the foundation of public music education in Huntsville. of the worst areas. VENUES THAT Huntsville has two magnet schools offering music tracks The average annual income 6 to 10hrs 30% DO EXIST. for K-12 students, some opportunities to participate in for musicians is around choirs, instrumental instruction and stagecraft for K-8 $11,000, and 71% of musicians 11 to 20hrs 22% students and courses in music theory, as well as several responded to spending Survey respondent performance opportunities for students in grades 9-12. less than 20 hours a week Post-secondary music education is offered by Alabama on their music. Only 12% A&M University, Oakwood University, and the University of of artists reported to have Alabama in Huntsville, with insufficient opportunities to played shows outside of the learn music business skills or music teacher training. There US, and 6% at festivals. The are also no post-graduate courses on offer in the city. average musician played 13 shows and 2 festivals in Huntsville in 2018.

AVERAGE INCOME IN 2018, BY SOURCE (MUSICIANS)

Performing Music/Touring Recorded Music Sales Composing/Sync Sponsorships, grants, non-music industry income

$5,762 $4,256 $911 $42

The Huntsville Arts & Cultural Grant Program distributed $100,000 to nonprofit members of Arts Huntsville in 2018. The Alabama State Council of the Arts also grants up to $5,000 to individuals across all arts disciplines. There are also state incentives. Nevertheless, funding for music is considered to be one of the biggest issues by music professional survey respondents.

17 18 DEVELOPMENT AUDIENCE Music fans reported an MUSIC INDUSTRY TRAINING (MUSIC COMPANIES & PROFESSIONALS)* annual expenditure of $236 OF THE MUSIC DEVELOPMENT on music shows, $140 on INDUSTRY Audience diversity and music festivals, and $174 on 36% diversity of offering are recorded music. This can The music industry has room 34% improve. Some factors limiting for improvement, as there considered to be significant attendance to live music for is a lack of music business problems for audience 27% survey respondents are the education, which can lead to development in Huntsville. lack of opportunities to see DIY artists making poor career The ideal music venue artists they like (46%) and to decisions. The lack of local for Huntsville music fans 18% a much lesser extent, a lack music business professionals, should have: original music, of time (16%). Nevertheless, such as labels and managers, diversified offer, quality 22% of respondents go to means many artists have no sound system, diverse music shows multiple times choice but to go down this audience, safety, easy per month. Many music DIY route as a next step in transport access, disabled access and air conditioning. fans chose to experience their career, or leave. Only 5% 2% live music in neighbouring of survey respondents were No music business Self-trained Tertiary education Other Private teacher/ cities, such as Nashville, music industry professionals training tutor leading to leakage in retaining or companies, most of music-related revenue. them are self-taught (36%) or have no music industry training at all (34%). 46% of music companies reported to have an annual turnover between $0 and $2,000. It is unsurprising in this situation that support from labels and managers was rated the second MUSIC FANS SAY worst area of the Huntsville music ecosystem in the survey. A STATE OF THE ORIGINAL ART MUSIC VENUE MUSIC ANNUAL TURNOVER ANNUAL INCOME SHOULD OFFER: (MUSIC COMPANIES) (MUSIC INDUSTRY PROFESSIONALS)

$ 70,001 - 71,000 6% $175,000+ 7.53% $ 60,001 - 70,000 6% $150,000 - 175,000 15.05% $ 50,001 - 60,000 6% under $ 5,000 5% $ 40,001 - 50,000 11% $0 - 2,000 46.24% $ 5,001-10,000 18%

AIR CONDITIONING DIVERSIFIED MUSIC OFFER

EASY TRANSPORT QUALITY ACCESS SOUND $50,000 - 100,000 16.13% $ 30,001 - 40,000 18% $10,001- 20,000 6% $5,001 - 10,000 7.53% $20,001-30,000 24% SYSTEM $2,001 - 5,000 7.53% SAFETY DIVERSE AUDIENCE There are many opportunities for collaboration with nearby markets. However, professional connections with nearby industries – tourism, advertising, gaming, other large local employers – was given a low rating by respondents.

19 20 RECOMMENDATIONS RECOMMENDATIONS

We have grouped the recommendations into 3 tiers: TIER 1 are to be addressed first, within the first two years of implementation. TIER 2 comes next, later in the second and third year of implementation. THE FINAL TIER are more complex challenges which may be implementable immediately, but require partnerships or external support to deliver.

HUNTSVILLE MUSIC OFFICE

RECOMMENDATION 1 APPOINT A MUSIC OFFICER RECOMMENDATION 4 INTRODUCE A COMMUNICATIONS OFFICER RECOMMENDATION 2 RECOMMENDATION 7 ESTABLISH A HUNTSVILLE SET UP BI-MONTHLY MUSIC OFFICE MEETINGS WITH OTHER RECOMMENDATION 5 CITY DEPARTMENTS BUILD AND MAINTAIN A DIGITAL DATABASE RECOMMENDATION 3 OF THE LOCAL MUSIC INTRODUCE AN ECOSYSTEM RECOMMENDATION 8 ADMINISTRATION MEASURE THE LOCAL MANAGER MUSIC SECTOR THROUGH A MUSIC OBSERVATORY RECOMMENDATION 6 PROVIDE ARTISTS AND PROFESSIONALS WITH FREE ASSISTANCE RECOMMENDATION 9 IN KEY AREAS HOLD TWO OPEN FORUMS PER YEAR FOR THE MUSIC COMMUNITY

21 22 STEERING COMMITTEE TIER 1 High Priority (Year 1-2) RECOMMENDATION 10 TIER 2 ESTABLISH A MUSIC Medium Priority (Year 2-3) STEERING COMMITTEE THE FINAL TIER More Complex (or require partnerships or external support) CREATE MUSIC- FRIENDLY POLICIES

RECOMMENDATION 11 STREAMLINE PERMITS ZONING AND LICENSES REQUIRED FOR MUSIC ACTIVITY RECOMMENDATION 15 ASSESS THE IMPLEMENTATION OF RECOMMENDATION 12 ‘AGENT OF CHANGE’ REASSESS TAXES AND FEES IN THE ENTERTAINMENT SECTOR RECOMMENDATION 16 EXPAND ENTERTAINMENT DISTRICT PARAMETERS RECOMMENDATION 13 WITH A CREATIVE DISTRICT SET UP INCENTIVISATION SCHEMES FOCUSED ON INCLUSIVE GROWTH RECOMMENDATION 17 CONSIDER ZONING RECOMMENDATION 14 TO SUPPORT MUSIC VENUES OUT OF MAIN REVIEW THE NOISE ENTERTAINMENT AREAS REGULATION

RECOMMENDATION 18 EXTEND NIGHT-TIME TRANSPORT IN KEY ENTERTAINMENT AREAS

RECOMMENDATION 19 RECOMMENDATION 20 RECOMMENDATION 21 CREATE TAX INCENTIVES DEDICATE PERCENTAGE CREATE A BUSINESS FOR CREATIVE OF STATE LODGING TAX CLASSIFICATION BUSINESSES INCOME TO MUSIC FOR CULTURE

23 24 EDUCATION PROFESSIONAL DEVELOPMENT

RECOMMENDATION 22 RECOMMENDATION 30 RECOMMENDATION 33 STRENGTHEN THE PROVIDE CONTINUED USE INDUSTRY GRANTS PRIVATE MUSIC FORMATION FOR AND INTERNSHIPS EDUCATION SYSTEM PROFESSIONALS TO PROMOTE YOUTH EMPLOYMENT

RECOMMENDATION 23 RECOMMENDATION 31 UTILIZE MAGNET CREATE INDUSTRY RECOMMENDATION 34 PROGRAM RESOURCES GUIDES FOR MUSIC INCENTIVIZE START-UPS TO EXPAND MUSIC PROFESSIONALS EDUCATION

RECOMMENDATION 32 RECOMMENDATION 24 DEVELOP PERIODIC CREATE MORE POINTS NETWORKING EVENTS OF CONTACT WITH LOCAL MUSIC FROM AN EARLY AGE

RECOMMENDATION 25 DEVELOP A MUSICAL TIER 1 INSTRUMENT High Priority (Year 1-2) LEASE SYSTEM TIER 2 Medium Priority (Year 2-3) THE FINAL TIER More Complex (or require partnerships or external support) MARKETING AND BRANDING CREATIVE AND ARTISTIC DEVELOPMENT RECOMMENDATION 26 RECOMMENDATION 28 CREATE A UNIQUE CREATE A LOCAL MUSIC CITY BRAND EVENTS CALENDAR RECOMMENDATION 35 RECOMMENDATION 37 SET UP A ‘FAIR CREATE AN ANNUAL PLAY’ CERTIFICATE INDUSTRY EVENT FOR VENUES RECOMMENDATION 27 RECOMMENDATION 29 RESTART AN OLD EVENT PROMOTE LOCAL MUSIC AMONGST VISITORS, YOUNG RECOMMENDATION 36 PROFESSIONALS, LOCALS CREATE A HUNTSVILLE MUSIC WEEK

25 26 COLLABORATIVE SPACES AND PLACES OPPORTUNITIES RECOMMENDATION 39 COLLABORATE WITH REGIONAL MUSIC RECOMMENDATION 44 RECOMMENDATION 46 TIER 1 High Priority (Year 1-2) RECOMMENDATION 38 INDUSTRIES ESTABLISH A DEDICATED PROGRAM PUBLIC MUSIC HUB SPACES TIER 2 COORDINATE EXCHANGES Medium Priority (Year 2-3) WITH REGIONAL ARTISTS AND PROFESSIONALS THE FINAL TIER RECOMMENDATION 40 More Complex (or require partnerships or external support) BECOME A PART OF RECOMMENDATION 45 RECOMMENDATION 47 THE AMERICANA PROVIDE A REGULATORY PLAN FOR THE MUSIC TRIANGLE FRAMEWORK AMPHITHEATRE FOR TEMPORARY EVENT SPACE

These recommendations have been expanded upon in the complete strategy, which details how to implement each recommendation, perceived benefit and timeframe of delivery. Each recommendation can also be pegged to a health check and progress report, which can be delivered for up to three years after publication.

AUDIENCE DEVELOPMENT

RECOMMENDATION 41 RECOMMENDATION 42 RECOMMENDATION 43 CREATE A LIVE PROMOTE YOUTH- ENCOURAGE CORPORATE MUSIC PASSPORT ORGANIZED CONCERTS ENTITIES TO PROMOTE IN COMMUNITY MUSIC INTERNALLY SPACES/CHURCHES

27 28 CONCLUSION ABOUT SOUND DIPLOMACY

This is the first and most extensive music ecosystem assessment ever Sound Diplomacy is the leader of the global music delivered in Alabama and the southeastern most five states (Mississippi, cities movement. As strategists for cities, developers, Alabama, Louisiana, Florida & Georgia) and one of the most extensive large private sector organizations and governments, music policy strategies written anywhere. Huntsville is progressively, Sound Diplomacy provides cutting edge research and intentionally and deliberately harnessing the value of music across economic market expertise in placing music and night time development, workforce development, tourism, equity and overall quality economy strategies in city, urban and development of life. The city has much to celebrate, but also much work to do. plans. Sound Diplomacy works in over 20 countries

This study has not only analyzed And not only this strategy is In his December 4, 2018 State and counts the Mayor of London, City of San Francisco, the strengths and opportunities, it designed to enhance social and of the City speech, Mayor Battle Lendlease, Walton Family Foundation and the City of has also measured the weaknesses economic development in Huntsville affirmed music has now been Brisbane as clients. They also run the global leading and threats to the local music through music, it does so in a recognized as a strategic feature for ecosystem. It has mapped all of sustainable, responsible way. Many attracting workforce and improving series of conferences of music and public policy, called Huntsville’s music assets and of the recommendations align the quality of life in Huntsville. Music Cities Events. determined the value of its music with some of the UN’s Sustainable This is fantastic, and a great start. to the local economy. More than Development Goals, such as #5 Since that speech, Huntsville has 1,000 people have been engaged (Gender Equality), #8 (Decent seen one new venue open, an through the survey, and more Work and Economic Growth) amphitheatre come to fruition, new than 100 in person, including all and #11 (Sustainable Cities and music organisations flourish and ACKNOWLEDGEMENTS the local companies and music Communities), among others. This the community come alive – across initiatives. The result is a strategic way, Huntsville will become a leader the entire city – through music. roadmap to further develop the in taking responsibility for these Now is the time to implement the Sound Diplomacy would like to thank city’s music ecosystem to serve global challenges through cultural strategy. In doing so, Huntsville will every individual who worked with the needs of the council, the local policy, placing sustainable, equitable continue to demonstrate that it is community and the city as a whole. and prosperous development at a global leading, forward-thinking us, took an interest in the report, the forefront of its actions. city and now, as music friendly responded to the survey, attended a as any city in any state. roundtable and shared information. Your participation and input has been invaluable and this work could not have been done without you. Thank you.

29 30 © Sound Diplomacy www.sounddiplomacy.com