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The Fresno Coalition for Art, Science & History

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The Fresno Coalition for Art, Science & History The Fresno County Library On behalf of The Fresno Coalition for Art, Science & History The Fresno County Cultural Arts Public Awareness Campaign Executive Summary The Fresno Coalition for Art, Science & History (FCASH/Coalition) joins the Fresno County Library, as its local government jurisdiction, to respectfully request $131,000 from the Indian Gaming Fund to launch two major key components of its Fresno County Cultural Arts Public Awareness Campaign: 1) Cultural Arts Economic Impact Study (EIS) and 2) Cultural Arts Centralized Events Calendar. The Fresno County Cultural Arts Public Awareness Campaign is an approach to bringing about behavioral changes to increase participation and support for the cultural arts in Fresno County. The two projects are the cornerstones of the campaign. The Fresno County Cultural Arts Economic Impact Study is the foundation for establishing the credibility of the County’s cultural arts sector and its link to fueling an economically vibrant community. The Fresno County Cultural Arts Centralized Events Calendar is a free public portal (website) that provides access to all the cultural arts related events and activities in the Central Valley, many of which are free or available at low-cost, yet too often our area’s youth and the underserved are not aware of the resources available. These two projects provide the key tools for communicating regarding Fresno County cultural arts: the EIS will allow the sector to communicate more effectively with key policy makers and the centralized event calendar will reach out to our community. Fresno Coalition for Art, Science & History, is gaining recognition state-wide as a leading-edge cultural arts service organization. Comprised of over 75 leaders, it is dedicated to strengthening, promoting and advocating for the cultural arts. The Coalition convenes monthly networking and educational programs open to the public. Project Description Fresno County Cultural Arts Public Awareness Campaign A public awareness campaign, or community-based social marketing, is an approach to bring about sustainable changes in behavior to bring about social change. Successful cultural arts public awareness campaigns includes identifying barriers and then designing and implementing the strategies to lead to sustainable behavioral changes that create greater awareness and higher participation levels, particularly for youth and underserved audiences. In 2002, FCASH, the Fresno Arts Council, and other community partners hired Eduardo Diaz, a renowned cultural arts consultant, to research and produce the Fresno Cultural Plan. Mr. Diaz conducted literature reviews, focus groups and phone surveys of artists, cultural arts organizations and the public to uncover the barriers to involvement and outlined key goals to a long-term systemic increase in participation. The Fresno Cultural Plan is a living document whose key goals are the foundation of the Coalition’s Strategic Plan and the Fresno County Cultural Arts Public Awareness Campaign. Fresno Coalition for Art, Science & History/Fresno County Library One of the important mindsets to alter is the misconception that there is nothing to do here. As Henry Perea, Jr. stated, "There's a false notion out there that if you are young, creative, and entrepreneurial, that Fresno is not the best place for you." This notion: • Drives local artist to sell their work in other areas where they handily sell for 2 to 3 times as much as they could in Fresno County. • Perpetuates a low self-esteem for county citizens, adding to social problems such as underachievement in education and participation in gangs. • Maintains low audience participation. • Robs local employers, such as the casinos, of a talented artist and creative workers. Fresno County is rich with cultural arts – from bluegrass to jazz, from museums and film festivals to the world-class opera and symphonic virtuosity. The valley has much to be proud of with a long list of renowned visual artists, film makers, photographers, dancers, musicians, singers, writers and actors. We are multicultural, unique and accessible. Yet if no one knows where to go, see, hear and participate, it is as if it doesn’t exist. Partnerships and key allies are crucial to an effective public awareness campaign. A strong working partnership with our area Indian tribes and Fresno County is instrumental to its success. FCASH has been highly effective in connecting the metropolitan organizations, but to bring about a real change in the sector, the entire county must be involved. We need the participation of the Cantaloupe Festival in Firebaugh, the Table Mountain Casino, the Kingsburg Historical Museum and all the small, medium and large organizations throughout the County to participate in the Fresno County Cultural Arts Economic Impact Study and the Fresno County Cultural Arts Centralized Events Calendar to effectively communicate our story. The Fresno County Cultural Arts Economic Impact Study (EIS) The Coalition will ask a recognized research organization, such as the «GreetingLine» (AFTA), the nation's leading nonprofit cultural research organization, to assist in conducting the EIS to prove that Fresno County’s cultural arts organizations, including Indian Gaming venues and events, help drive the economy through regional tourism, vendor services and event related spending. The study will measure two areas of focus: 1. The economic impact of arts and cultural organizations in Fresno County. Spending by cultural arts organizations is far reaching. This industry hires employees, purchases supplies, contracts for services, and acquires assets. In turn, local jobs are created, household incomes generated and revenue returned to strengthen the community and state. Study will measure four key areas: Number of jobs Total income Revenue generated to local government Revenue generated to the state government 2. The economic impact of cultural arts event-related audience spending. Event attendance generates commerce for hotels, restaurants, parking garages, department stores and more. Audience data will be analyzed by zip code to differentiate spending by cultural tourists and local residents. 2 3/5/2007 Fresno Coalition for Art, Science & History/Fresno County Library Study will demonstrate: The parallel between event-related spending and how it impacts local jobs, personal income, and revenue for the state and local community. How tourist spend more than their local counterparts. The impact of tribe’s cultural arts involvement on the economy in Fresno County. The results of the EIS will be used in Phase II of the Fresno County Cultural Arts Public Awareness Campaign to reach key local, regional, state and federal decision makers to increase participation, public support, community philanthropic giving and foundation participation in our region. The Coalition will recruit media and public relations partners to launch a multimedia campaign using print, radio, television and web-based outreach, such as viral marketing and podcasts. The Fresno County Cultural Arts Centralized Events Calendar The Coalition will ask a recognized events calendar developer, such as Artsopolis.com, a nonprofit project of the San Jose Arts Council, with a proven track record of putting cities around the United States, such as Austin, Grand Fork, Greensboro, Houston, Phoenix, Riverside and San Bernardino, San Jose and South Bend on the cultural arts map. Why does Fresno County need a Centralized Calendar? • Artists and Cultural arts organizations will benefit by having: o One place to go to plan events, thus avoiding scheduling conflicts. o The ability to enter once and promote events to the whole county and state by linking to websites of the strategic partners, such as: the County Libraries; Schools; Indian Gaming sites such as Table Mountain, Big Sandy Rancheria; the County of Fresno and the websites of all the cities in the County; tourism sites – including Fresno County, the CA Tourism and Travel, and cultural heritage sites; cultural arts organizations and the California Arts Council; economic development agencies, business organizations such as the Fresno Business Council, the RJI and chambers of commerce throughout the County, Realtors, Developers; the Great Valley Center; Creative Fresno; to name a few. • Visitors from out of town who come to visit Yosemite, see the Blossom Trail, visit family, attend conferences or enjoy local venues - such as casinos, can find other things to do in the area and will stay longer and spend more money. Hotels, restaurants, shops and local businesses will benefit by having tourist stay longer because they can handily connect to more things to do. • To put an end to the conversation that there is nothing to do here and generate pride and interest of the Fresno County youth, helping to save our area from “braindrain.” • The Indian tribes, along with other cultural communities, will have a forum to promote cultural heritage events and activities. • Free access to the entire County: o Anyone with a computer from anywhere in the world can find out what is happening in Fresno County. Being part of the Artsopolis network of cities would generate additional national visibility. o Fresno County Libraries have free computer access at all their branches, such as Auberry, Woodward, Shaver and the Central Library – especially the CA History and Genealogy Room that is widely used by residents throughout the county. The libraries also provide assistance and classes on how to use computers to residents that need help.
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