REGION OF THE SHOALS

MUSIC AUDIT AND STRATEGY Executive Summary

Presented by Sound Diplomacy September 2019

1 ABOUT THE PROJECT

In June 2018, Sound Diplomacy began work on an extensive music audit and strategic roadmap, enveloping the four cities of the Shoals Region.

This project was supported challenges and opportunities in the This project reasserts the Shoals as through joint cooperation with city, an economic impact analysis the heart of music in the Southern all four cities, plus the Florence of the music sector, a second visit, U.S. We want to thank every CVB and the Muscle Shoals and further analysis to present a stakeholder who engaged with us National Heritage Area, plus series of actions to help propel the during the process and welcome support from the private sector, Shoals region toward its objectives. working with all participants and demonstrating the cooperative thought leaders in taking forward The recommendations will be nature of local leadership. these recommendations together, to taken forward by the Muscle Shoals continue to develop a progressive, The project, lasting just over a year, Music Association and a new economically prosperous music is tied with the now published, implementation board, made up of ecosystem that respects the and adopted, music audit in key stakeholders across all genres, past, promotes the present and Huntsville. Together, both studies disciplines and backgrounds in the looks towards the future. are the most extensive music Shoals. They include enhancing local ecosystem survey in the nation. regulation to protect, enrich and Kindest Regards, better support music and continue Dr. Shain Shapiro One-on-one interviews and to develop partnerships that merge CEO, Sound Diplomacy roundtable sessions were economic development, tourism, conducted on site, and were an enhance quality of life and followed by a survey and mapping social inclusion across the region. of the industry to identify the

Photo: Florence-Lauderdale Tourism Front & Back Cover Photo: Chris Granger

1 2 THE SHOALS MUSIC POLICIES AT A GLANCE

TOPIC TOWN IN POLICY BEST CASE TOPIC TOWN IN POLICY BEST CASE PLACE? PLACE?

NIGHT Florence No No public transport Philadelphia, PA has 24-hour bus lines. NOISE LAWS Florence Yes No noise permitted which is plainly Lafayette, LA – Commercial areas permit TRANSPORT Copenhagen, the smallest of cities with audible 50 feet from source up to 65 dB(A) 24 hours per day, with sound Muscle Shoals No No public transport 24-hour transport, has 24-hour metro lines. permits available for occasions. The best Muscle Shoals Yes No noise permitted which is plainly Sheffield No No public transport practice here is that sound measurement audible 50 feet from source tactics are carefully specified, from metre Tuscumbia No No public transport type and setting to which rooms are Sheffield Yes No noise permitted which is plainly permissible to measure from. audible 50 feet from source AGENT OF Florence No n/a San Francisco, CA – London Breed’s CHANGE amendment to Chapter 116 of the local Tuscumbia Yes Noise limit at 70 dB(A) between Muscle Shoals No n/a ordinances states existing venues, so long as 7am-11pm, and 50 dB(A) between they are in keeping with existing noise laws, Sheffield No n/a 11pm-7pm. Only one of the four towns are protected from the complaints of any new with measurement tactics set. Tuscumbia No n/a residences, hotels or motels built nearby. ENTERTAINMENT Florence Yes Entertainment district encompasses Austin, TX – Austin has six entertainment Florence n/a MUSIC No Nashville, TN – The Music City Music Council DISTRICT most of downtown area, but as a districts, each with unique stipulations on OFFICE is a collaboration between the Mayor’s Office, concept to be implemented on noise curfews and pedestrianization. This Muscle Shoals No n/a Chamber of Commerce and Convention certain weekends. Open containers system could be utilized in the Shoals area & Visitors Corp. Its focus is economic Sheffield No n/a are permitted within the district to make each town known for its own scene development, and it works to expand local from 5pm-midnight on Fridays, and encourage locals to cross paths more. Tuscumbia No n/a business while attracting new businesses. 10am-midnight on Saturdays and 1pm-6pm on Sunday. CITY-LED Florence No Florence has an agricultural fund San Francisco, CA – San Francisco issues GRANTS pulled from gas taxes worth $800,000 an 8% hotel tax. 2.9% of this is given to the Muscle Shoals No No district in place per month, but it is not currently Arts Commission. In 2016, this was worth distributed to anything over $10m. Sheffield No No district in place

Muscle Shoals No Muscle Shoals National Heritage Area Tuscumbia No No district in place gives grants of $1,000-$10,000 to projects Florence No No hub in the area – The Music District in Fort preserving the local heritage MUSIC Fort Collins, CO WORKSPACE/ Collins has 10 music-related businesses, and Muscle Shoals No No hub in the area Sheffield No No other grants systems in place HUB its offices are 80% music-related. Tenants have below-market rent. The district has a Sheffield No No hub in the area Tuscumbia No No other grants systems in place rehearsal space, education resources and Tuscumbia No No hub in the area networking opportunities, as well as an EVENT Florence Yes Alcohol licenses cost $250, plus 5% gross Seattle, WA – The Seattle Special Events Airbnb for touring artists. PERMITTING sales, and are good for up to 4 days. Office’s website lays out all permitting Permits are notoriously difficult to get. and event regulations, with a full guide on MUSIC TOURISM Florence No No policy in place yet Chattanooga, TN – The Chattanooga considerations such as paperwork to prepare, POLICY Convention & Visitors Bureau has an Muscle Shoals No No procedures found online fees and infrastructural needs organized Muscle Shoals No No policy in place yet. Muscle Shoals official music marketer that makes sure per topic. Area Tourism and Colbert County Sheffield No No procedures found online, event liquor music and nightlife are at the forefront of Tourism are working on a series of visitor platforms. licenses briefly alluded to, but not explained historic music markers

Tuscumbia Yes Event liquor license costs $150 for 7 days. Sheffield No No policy in place yet Event permit procedures not found online. Tuscumbia No No policy in place yet LIQUOR Florence Yes Annual fees from $750-$1,500, Lafayette, LA – Beer/wine from 6am-2am PERMITTING plus 5% gross liquor sales every day, liquor 6am-2am Monday-Saturday and noon-midnight on Sundays. The best Muscle Shoals Yes No sales between 2am-8am practice here is that alcohol permitting Monday-Saturday, no sales 2am-12pm procedures are all explained clearly online, Sundays. Annual fees from $1,000-$1,500, from city to state requirements. plus 5% gross liquor sales

Sheffield Yes No sales between 2am-8am. Annual fees from $1,000-$1,500, m plus 5% gross liquor sales is r u o r T e le Tuscumbia Yes No sales between 2am-6am g a n rd Monday-Saturday, no sales 2am-12pm ra de G P Lau is hot ce- Sundays. Annual fees from $1,000-$1,500, hr o: Floren : C plus 5% gross liquor sales. Photo

3 4 ECONOMIC IMPACT Photo: Chris Granger SUMMARY

5 6 ECONOMIC IMPACT SUMMARY MUSIC ECOSYSTEM EMPLOYMENT

MUSIC’S ECONOMIC VALUE 57,600 2.74%

IN THE SHOALS 2.55%

MUSIC 1.66% 1.61% 30,660 ECOSYSTEM 1.56% 1.4%

EMPLOYMENT 1.3% MUSIC ECOSYSTEM

2016 13,971 The Shoals’ music The total music 3,391

ecosystem was number of sector generates 1,471 responsible for jobs generated and 1.61% of the area's 479 generating a total output supported by the music employment, just 0.5 Shoals Area Huntsville Asheville Austin Seattle NYC USA Ph ger of $49 million, which oto: Chris Gran sector in the Shoals was percentage points less than represented 1.01% of the 479, which accounted for Huntsville. Also, this figure Number of jobs Contribution to employment output of the area, and a 1.6% of employment in exceeds the contribution GVA of $39 million to the area. These people’s of music to the national Nevertheless, the local economy incomes (compensation) employment level, it is still far in 2016. totaled $17 million. which is 1.3%. below places with greater tradition in the music industry, such as Austin or Nashville, whose shares were 2.55% and 2.74% ECONOMIC IMPACT EMPLOYMENT IMPACT respectively. (IN MILLION US DOLLARS) (NUMBER OF JOBS) MUSIC 50 Direct 500 Direct ECOSYSTEM Indirect Indirect 45 Induced 450 Induced MUSIC ECOSYSTEM OUTPUT PER CAPITA (IN US DOLLARS) OUTPUT PER 7 CAPITA 2000 2000 40 400 1,899 90 1800 1800 6 35 350 1,604 1600 1600 59 1,496 The music output 30 300 1400 1400 per capita of the United States is $444, while in 1200 1,132 1200 25 250 Shoals Area this figure reaches 1000 1000 $678. In the case of cities such as Austin and New York, which 20 200 800 736 800 678 have high flows of music tourism 600 600 and strongly consolidated 15 150 3 industries, the per capita 2 400 400 Output per capita (USD) output is $1,899 and 10 100 200 200USA (444) $1,604, respectively.

5 50 0 0

ustin ea AL A 0 36 12 0 329 Seattle ville NC ork CIty

Output Compensation Ashe Employment Huntsville AL New Y Shoals Ar

7 8 THE SHOALS' MUSIC INFRASTRUCTURE THE ECOSYSTEM SUPPORTING MUSIC IN THE SHOALS TODAY BARS, CAFES AND RESTAURANTS RESTAURANTS AND CAFES BARS, MUSIC LIVE WITH

14 RADIO STATIONS RADIO RECORDING STUDIOS RECORDING 11 10 MUSIC SCHOOLS MUSIC FESTIVALS WITH MUSIC PROGRAMMING MUSIC WITH FESTIVALS 7 MULTI-PURPOSE ARTS VENUES ARTS MULTI-PURPOSE 6 VENUES OCCASIONALLY HOSTING LIVE MUSIC LIVE HOSTING OCCASIONALLY VENUES REHEARSAL SPACES REHEARSAL BUSINESSES MUSIC OTHER ASSOCIATIONS MUSIC 5 LABELS RECORD RECORD AND EQUIPMENT STORES EQUIPMENT AND RECORD MUSIC CHOIRS MUSIC 4 4 4 9 4 3 ORCHESTRA SYMPHONY 3 HIRE FOR VENUE ARENA 1 1 1

9 10 THE SHOALS

Record & equipment stores Recording studios Rehearsal spaces Radio stations Music schools Other music businesses Music associations Festivals with music programming Symphony orchestras Music choirs Bars, cafes and restaurants with live music Venues occasionally hosting live music Multi-purpose arts venues Venue for hire Record labels Arenas

11 12 SWOT

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS • Strong music heritage and brand • Lack of diversity in venues, events, genres • UNA student population is a continually • Music heritage celebrated more than present through ‘The Muscle Shoals Sound’ and audiences, perhaps brought on by the refreshing pool of talent, audiences industry, significantly overshadowing it and music industry professionals • Large local student population small population and generational gap • Not much live music or innovation • • like to keep tourists • Strong sense of community Minimal communication of local assets Geographic proximity to industry hubs in the local scene who are Nashville, Memphis and Atlanta, coupled there after visiting sites that is very supportive to potential audience members, unaware of initiatives such as ‘Small Town, with more affordable quality of life • • Plethora of recording studios. Locals not valuing their own scene Big Sound’ (See Section 4.6 for an overview • if properly Large tourism offer, • Many residents willing to attend of existing best practices in the region) marketed, including W.C. Handy Festival shows outside the area, but • which and outdoor leisure activities Strong existing bureaucracy won’t pay for local shows affects live music programming • Significant support from the Shoals • Disparity between city and state • to carry out this initiative. Lack of public transport community regulatory and licensing goals. • Lack of supportive music business roles (managers, agents, etc.) • No adequate and streamlined promotional channel.

P h o t o : C h r is G ra ng er

P hot o: Chris Granger

m is r u To e al rd de au e-L m nc is Photo: Flore r u o T le da er ud La e- enc Flor Photo:

13 14 KEY FINDINGS KEY FINDINGS

GOVERNANCE & LEADERSHIP BEST RATED SHOALS MUSIC ECOSYSTEM AREAS (ALL RESPONDENTS)* There is a fragmented structure to champion the music ecosystem in The Shoals. Communication with administrations and application processes for live music must be coordinated and streamlined between cities. We believe this can be done by enhancing existing organisations capacities and expanding on the expertise WORST RATED SHOALS MUSIC ECOSYSTEM AREAS (ALL RESPONDENTS)* they have available to them. Florence sets a best practice in terms of incorporating an Entertainment District into its offering. The other cities do not do this. While this is celebrated and should be implemented in all cities, some related areas such as curfews and transport are rated as one of the worst music ecosystem areas by * Rating range 1-5, where 5 is 'very good' and 1 means 'very poor'. survey respondents, together with parking availability around music venues and events. The leadership in OUR AREA REALLY NEEDS MORE regards to establishment districting should be applied VENUES THAT ALLOW LIVE MUSIC. to other challenges related [IT WOULD DEFINITELY] ALLOW MUSICIANS to the music ecosystem, and MORE CHANCES TO PERFORM AND unified across all four cities. DRAW MORE PEOPLE TO THE VENUES.

Survey respondent

Photo: Florence-Lauderdale Tourism

15 16 MUSIC TOURISM There is room for EDUCATION improvement in the inclusion While most of the region’s of the area in wider music There is no requirement for music tourism assets are tours, since only one arts education in K-12 schools highly rated by music tourists, respondent was part of a in the state of Alabama, a greater effort needs to be tour. And it is important to and a study by the State made to spread the word recognise that diversifying the Council on the Arts and State about The Shoals music offer in terms of genre will Department of Education heritage and its living culture, create new market segments found a majority of students including its hip-hop scene. and expand what The Shoals lacking access. Florence offers over 200 The two main pathways to music means to more people. High School find out about the region for fine arts classes through the surveyed visitors were word of Florence Academy of Fine . mouth or the Muscle Shoals IT'S SO GREAT Arts The University of North offers Bachelor of documentary, while those Alabama TO SEE OUR AREA Science and Bachelor of Arts who had learned about it on GETTING SO MUCH media or ads were rare. degrees in Entertainment POSITIVE EXPOSURE Industry, and there are a few BECAUSE OF institutions within 50 miles THE MUSIC! that offer music courses. Nevertheless, availability of music education and music Survey respondent business training needs to be strengthened, and the gaps in industry skills are very wide among the musicians who responded Photo: Chris Granger to the survey. Among them, Image © Matej Kastelic/Adobe Stock the primary skills mentioned were: legal, funding, 56% LISTED MUSIC ASSETS AS THEIR HIGHLIGHT FROM THEIR TRIP. THESE INCLUDE: marketing, technology and financial management.

FAME 20

Local Music 12

Muscle Shoals Sound 11 SKILLS AND KNOWLEDGE GAPS MUSICIANS All Music Assets 10

Local Venues 8

WC Handy Festival 8

Music Hall of Fame 7

Music History 5

All Studios 4

116 E Mobile 3

Cypress Moon 1

Shindig Festival 1

0 5 10 15 20

17 18 ARTIST DEVELOPMENT HOURS WORKING ON MUSIC ACTIVITIES (MUSICIANS) There is room for Less than 6hrs 5% improvement in the development of careers and opportunities for artists in More than 40hrs 30% 6 to 10hrs 19% the Shoals. While quality of local talent is the second best DEVELOPMENT OF THE MUSIC INDUSTRY asset, according to survey The music industry has room for improvement, as there respondents, variety of events is a lack of music business education, which can lead to and quality of venues were DIY artists making poor career decisions. The lack of local rated among the most lacking. music business professionals, such as labels and managers, The average annual income means many artists have no choice but to go this DIY for musicians was around 11 to 20hrs 16% route as a next step in their career. Only 13% of survey $25,000, and most musicians respondents were music industry professionals or companies, (30%) who responded most of them having received tertiary education in music 31 to 40hrs 16% spend more than 40 hours business (42%), and almost all the rest were self-trained a week on their music. But (29%) or had no music industry training at all (29%). performance fees in local 21 to 30hrs 14% venues are rated as one of the worst areas of the MUSIC INDUSTRY TRAINING (MUSIC ARTISTS, COMPANIES AND PROFESSIONALS)* region’s music ecosystem.

AVERAGE INCOME IN 2018, BY SOURCE (MUSICIANS)

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

43% 29% 38% 29% 35% 42% 8% 4% No music business training Self-trained Tertiary education Private music teacher/tutor

$13,428 $5,964 $2,225 $3,918 Music Artists Music Industry Professionals

*The sum of replies exceeds 100% as this was posed as a multiple choice question. The 'No music business training' option was an exclusive one. The Muscle Shoals National Heritage Area issues reimbursable amounts ranging from $1,000-$10,000 per project for events and productions which celebrate and/or preserve The Shoals Business Incubator (previously the Shoals the Shoals area and culture. Nevertheless, availability of Entrepreneurial Center) offers low-rent office and funding support for music is considered one of main light manufacturing space, as well as some specialty problems by music professional survey respondents. equipment (such as a digital arts studio). There are plenty of collaborative opportunities to be leveraged in the Shoals with nearby areas, and professional connections to those markets are highly ranked by music companies and professionals operating from the region who responded to the survey.

19 20 AUDIENCE DEVELOPMENT RECOMMENDATIONS The quality of venues, variety of music events and access to information about music events are some of the main problems for audience development in the region, according to survey respondents. Music

m

s i fans identified the following r u

o T key issues to be addressed e l a d r with live music venues and e d u a L events: better promotion, - e c n diversified music venue re o Fl o: offer (big, mid-size, small), ot quality of sound systems, MUSIC FANS Ph diversity of genres and IDENTIFIED THE more outdoor events (with FOLLOWING KEY alleviated alcohol sales). NEEDS WITH LIVE BETTER PROMOTION There is certainly room MUSIC VENUES OF VENUES for improvement in music AND EVENTS: promotion, since the survey showed a discrepancy between the channels local musicians use to promote themselves and DIVERSIFIED the channels music fans use MUSIC VENUE to keep track of music. OFFER -BIG, MID-SIZE, MORE QUALITY SMALL OUTDOOR SOUND EVENTS SYSTEM

ALLEVIATE ALCOHOL SALES FOR OUTDOOR EVENTS

DIVERSE GENRES – MORE CLASSICAL, HIPHOP, ROCK

Ph oto : Fl oren rism ce-Lauderdale Tou Photo: Florence-Lauderdale Tourism

21 22 RECOMMENDATIONS AND MUSIC TOURISM IMPLEMENTATION TIERS RECOMMENDATION 9 RECOMMENDATION 11 RECOMMENDATION 13 DEFINE THE ROLE OF RE-BRAND: THE NEW DECLARE A PUBLIC STAKEHOLDERS IN MUSCLE SHOALS SOUND HOLIDAY TO RECOGNISE THE DEVELOPMENT YOUR MUSIC’S HERITAGE AND PROMOTION OF We have grouped the recommendations into 4 tiers: MUSIC TOURISM TIER 1 recommendations are to be addressed first, RECOMMENDATION 12 within the first two years of implementation. CREATE A HISTORIC RECOMMENDATION 14 TIER 2 comes next, in the second and third year of MUSIC TOUR CREATE TOURISM RECOMMENDATION 10 implementation. TIER 3 & TIER 4 are more complex PARTNERSHIPS challenges which may be implementable immediately, ESTABLISH A MUSIC TOURISM TASKFORCE but require partnerships or external support to deliver.

ESTABLISH A MUSIC OFFICE Photo: Florence-Lauderdale Tourism

RECOMMENDATION 1 RECOMMENDATION 5 RE-INFORCE EXISTING PROVIDE ARTISTS/ ADMINISTRATIVE PROFESSIONALS WITH CAPACITY TO SUPPORT FREE ASSISTANCE MUSIC POLICY

RECOMMENDATION 6 RECOMMENDATION 2 SET UP BI-MONTHLY DEVELOP A MICRO- MEETINGS WITH OTHER WEBSITE TO PROMOTE CITY DEPARTMENTS AND UNIFY THE SHOALS MUSIC, PAST, PRESENT AND FUTURE RECOMMENDATION 7 MEASURE THE LOCAL Photo: Florence- MUSIC SECTOR THROUGH Lauderdale Tourism RECOMMENDATION 3 A MUSIC OBSERVATORY CREATE AN IMPLEMENTATION TIER 1 BOARD WITHIN THE High Priority (Year 1-2) MUSCLE SHOALS RECOMMENDATION 8 LIVE MUSIC MUSIC ASSOCIATION TIER 2 HOLD TWO OPEN FORUMS Medium Priority (Year 2-3) PER YEAR FOR THE TIER 3 MUSIC COMMUNITY RECOMMENDATION 15 RECOMMENDATION 16 RECOMMENDATION 17 More Complex (or require partnerships or external support) RECOMMENDATION 4 PROVIDE A REGULATORY MAXIMIZE EXISTING COORDINATE AND FRAMEWORK FACILITIES STREAMLINE ALL TIER 4 BUILD AND MAINTAIN A Even More Complex (or FOR TEMPORARY CITIES’ LICENSING require more partnerships DIGITAL DATABASE OF THE EVENT SPACE AND REGULATIONS or external support) LOCAL MUSIC ECOSYSTEM

23 24 GOVERNANCE AND LEADERSHIP TIER 1 High Priority (Year 1-2) RECOMMENDATION 18 TIER 2 Medium Priority (Year 2-3) INCORPORATE AGENT OF CHANGE TIER 3 More Complex (or require partnerships or external support) RECOMMENDATION 21 TIER 4 EXPAND ENTERTAINMENT Even More Complex (or RECOMMENDATION 19 require more partnerships DISTRICT OFFER or external support) REASSESS TAXES AND FEES IN THE ENTERTAINMENT SECTOR RECOMMENDATION 22 COORDINATE PUBLIC RECOMMENDATION 20 TRANSPORT BETWEEN THE FOUR TOWNS SET UP TAX BREAKS FOR ORIGINAL MUSIC USE AND FAIR PLAY VENUES/EVENTS

Photo: Florence-Lauderdale Tourism

COLLABORATIVE OPPORTUNITIES Photo: Florence-Lauderdale Tourism

RECOMMENDATION 23 RECOMMENDATION 25 RECOMMENDATION 27 COORDINATE EXCHANGES FOSTER ATTRACT SPIN-OFFS WITH REGIONAL ARTISTS COLLABORATIONS WITH OF HUNTSVILLE AND PROFESSIONALS HSV MUSIC INDUSTRY FESTIVALS IN SHOALS AGENTS (LABELS, ETC.)

RECOMMENDATION 24 RECOMMENDATION 28 COORDINATE RECOMMENDATION 26 ESTABLISH A ALLIANCES WITH CREATE SYNERGIES CROSS-PROMOTION NEARBY INDUSTRIES WITH HUNTSVILLE COLLABORATION FESTIVALS AND BETWEEN HUNTSVILLE VENUES TO SHOWCASE AND THE SHOALS SHOALS MUSICIANS

25 26 MUNICIPAL SUPPORT

RECOMMENDATION 29 USE LOCAL AND AUDIENCE ORIGINAL MUSIC IN THE DEVELOPMENT CITY’S PROMOTIONAL MATERIALS RECOMMENDATION 36 CREATE A LIVE RECOMMENDATION 30 MUSIC PASSPORT PROVIDE IN-KIND SUPPORT TO VENUES AND EVENTS RECOMMENDATION 37 CREATE A MASTER EVENT CALENDAR RECOMMENDATION 31

ALLOCATE A PORTION Photo: Chris Granger OF THE SEDA FUND RECOMMENDATION 38 FOR MUSIC PROMOTE ALL‑AGES SHOWS

TIER 1 High Priority (Year 1-2) TIER 2 Medium Priority (Year 2-3) TIER 3 More Complex (or require partnerships or external support) TIER 4 Even More Complex (or require more partnerships or external support) Photo: Florence-Lauderdale Tourism

PROFESSIONAL DEVELOPMENT

RECOMMENDATION 32 RECOMMENDATION 34 INCREASE BUSINESS SET UP A SCHEME EDUCATION IN SCHOOLS FOR FAIR PLAY VENUES/EVENTS

RECOMMENDATION 33 CREATE A CREATIVE RECOMMENDATION 35 (NOT ONLY MUSIC) HUB INCENTIVIZE STARTUPS

Photo: Florence-Lauderdale Tourism

27 28 CONCLUSION RECOMMENDATION SUMMARY

The role of the Shoals region in the history of American music puts it in an TIER 1: #24 Coordinate alliances #30 Provide in-kind support enviable position when it comes to attracting a particular brand of music HIGH PRIORITY (YEAR 1-2) with nearby industries to venues and events #3 Create an implementation #29 Use local and original music in #31 Allocate a portion of tourist. That storied music history is not something any other music city, town board within the Muscle the city’s promotional materials the SEDA fund for music or place can replicate, but there is much work to be done to ensure that this Shoals Music Association TIER 2: #33 Create a creative legacy is only the foundation of a contemporary, thriving music region. #4 Build and maintain a MEDIUM PRIORITY (YEAR 2-3) (not only music) hub digital database of the #1 Re-inforce existing #35 Incentivize startups This study has not only analyzed The result is this strategic roadmap, Many of the recommendations local music ecosystem administrative capacity to the strengths and opportunities, it that will be taken forward by the align with the UN’s Sustainable #36 Create a Live Music Passport #5 Provide artists/professionals support music policy has also measured the weaknesses Muscle Shoals Music Association’s Development Goals, including with free assistance #37 Create a master event calendar and threats to the local music Implementation Group, to further #5 (Gender Equality), #8 (Decent #2 Develop a micro-website to ecosystem. It has mapped all of the develop the city’s music ecosystem, Work and Economic Growth) #6 Set up bi-monthly meetings promote and unify The Shoals TIER 3: Shoals region’s music assets and better leverage a holistic and and #11 (Sustainable Cities and with other city departments music, past, present and future MEDIUM PRIORITY (YEAR 2-3) determined the value of its music diverse music offer for tourism, and Communities), among others. #7 Measure the local music sector #11 Re-brand: The New #13 Declare a public holiday to to the local economy. It is also create synergies between the four recognise your music’s heritage By placing priority on aligning through a Music Observatory Muscle Shoals Sound proof that through collaboration communities in the region that will with these global values, the #8 Hold two Open Forums per Provide a regulatory framework #19 Reassess taxes and fees in and instituting best practice, ultimately provide fertile ground for #15 Shoals region can punch above its year for the music community for temporary event space the entertainment sector the region is a powerful force in music and culture to grow, blossom weight in the international music creative economy development. and drive economic impact. #9 Define the role of stakeholders #16 Maximize existing facilities #27 Attract spin-offs of cities conversation through in the development and Huntsville festivals in Shoals More than 200 people were Not only is this strategy designed cultural policy and sustainable, #20 Set up tax breaks for promotion of music tourism engaged through the survey and to enhance social and economic equitable development. Original Music Use and Fair TIER 4: through one-on-one interviews development in the Shoals region #10 Establish a Music Play venues/events EVEN MORE COMPLEX (OR For more information on the and roundtable conversations. through music, it also does so in Tourism Taskforce REQUIRE MORE PARTNERSHIPS recommendations, please see #21 Expand entertainment OR EXTERNAL SUPPORT) a sustainable, responsible way. #12 Create a historic music tour district offer the longform report available #22 Coordinate public transport on our website, or through the #14 Create tourism partnerships #25 Foster collaborations with HSV between the four towns Muscle Shoals Music Association. music industry agents (labels, etc.) #17 Coordinate and streamline all #32 Increase business cities’ licensing and regulations #26 Create synergies with education in schools #18 Incorporate Agent of Change Huntsville festivals and venues to showcase Shoals musicians #34 Set up a scheme for #23 Coordinate exchanges with Fair Play venues/events regional artists and professionals #28 Establish a cross-promotion collaboration between #38 Promote all‑ages shows Huntsville and the Shoals

ABOUT SOUND DIPLOMACY ACKNOWLEDGEMENTS

Sound Diplomacy is the leading Sound Diplomacy would like to thank global consultancy advising cities, every individual that worked with governments, tourism boards and large us, took an interest in the report, organisations on music and night time responded to the survey, attended a economy policy. Their work has helped roundtable and shared information. define the ‘music cities movement’ and Your participation and input has been delivered in over 20 countries been invaluable and the work could Photo: Florence-Lauderdale Tourism and 50 cities around the world. not have been done without it.

29 30 © Sound Diplomacy www.sounddiplomacy.com