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.

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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: ƒ Number of jobs ƒ Total income ƒ Revenue generated to local government ƒ 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.

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Study will demonstrate: ƒ The parallel between event-related spending and how it impacts local jobs, personal income, and revenue for the state and local community. ƒ How tourist spend more than their local counterparts. ƒ 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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• Free or low-cost cultural arts information, events and activities will be available to people who previously were not informed: o Underserved parents are often unable to expose their children to the cultural arts. o Metropolitan Fresno area will learn what is happening throughout the county, including rural communities. o Rural communities will become more connected to opportunities for participation in the metropolitan areas. o Anyone will be able to discover what’s happening in the cultural arts scene in the Central Valley. Positive impact on Statutory Funding Priority: Recreation & Youth The impacts of the Fresno County Cultural Arts Public Awareness Campaign are: Recreation Fresno County Cultural Arts Economic Impact Study will: • Demonstrate the tribe’s cultural arts involvement in the community. • Demonstrate the tribe’s cultural arts economic impact on the county. Through the Fresno County Cultural Arts Centralized Events Calendar: • Visitors from out of town who come to visit casinos, can find other things to do in the area and will stay longer and spend more money. Visitors will stay longer in their hotels, eat more in their restaurants and be encouraged to stay longer and gamble more. • Links to Indian Gaming websites. • The Indian tribes will have a forum to promote cultural heritage events and activities. Youth Fresno County Cultural Arts Economic Impact Study will: • The Study will provide the tools to more effectively promote and advocate for the cultural arts, thereby expanding cultural arts funding and opportunities to Indian youth and the entire community. Through the Fresno County Cultural Arts Centralized Events Calendar the tribe and their children will: • By growing a thriving cultural arts community, Indian youth and creative workers will find Fresno County a more desirable place to live and work. • Provide incentives for the tribe and their children to use free computers at the Fresno County Library, encouraging computer literacy. • Indian youth will gain pride from having Indian tribes cultural heritage events and activities promoted throughout the county and state. • Provide access to free and low-cost cultural arts events and activities to underserved Indian youth whose parents would not have exposed their children to the cultural arts.

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Other Sources of Funding and Community Support The Coalition is negotiating support from the following entities: The City of Fresno, The City of Clovis, State of California - Assemblyman Mike Villines, and The James Irvine Foundation.

Tribal Recognition If a single entity underwrites a major portion of the total project the Coalition will work with the funder to design the appropriate recognition such as the items listed: Centralized Event Calendar: ¾ Banner on home page (see attached sample of Artsopolis.com) ¾ Primary logo on printed materials promoting calendar Fresno County Cultural Arts Economic Impact Study ¾ Primary logo placement on Economic Impact Study summary, brochure, full report and all related marketing materials. ¾ Full-page presence in final published report. ¾ Lead verbal, logo and banner recognition at EIS Press Conference and opportunity to speak. ¾ Lead verbal and logo recognition at Cultural Arts Summit when findings are revealed. ¾ Primary logo on promotional DVD and personal endorsement positioning you and your business in support of the cultural arts. ¾ Primary logo recognition at FCASH general meetings and all related press releases. FCASH Website and event newsletter: ¾ Primary logo placement on FCASH web site home and EIS pages. ¾ Sponsor ad on FCASH Flash – the Coalition’s event e-newsletter

Attached: ¾ Project budget ¾ 2007 Coalition Membership List ¾ Sample pages from Artsopolis

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Budget Year Year Project/Expense Category One Two Notes PHASE I - Conduct EIS, lunch centralized event calendar Project Coordination Project Coordinator .50 FTE $20,000 $20,000 Coordinates total project county-wide.

Economic Impact Study Professional Services $14,000 Americans for the Arts and other Firm that designs directs and analyses survey Survey Collection $10,000 Hire local schools, organizations and interns when possible to conduct audience surveys and to communicate and follow-up with cultural arts organizations completing their surveys. Materials $4,000 Postage $500 Travel & other overhead $7,500 Recruit cultural arts organizations county-wide, convene information and training sessions, build partnerships with community, business and public organizations. Travel to cultural arts events for audience survey collection. Sub-total $36,000

Centralized Calendar Professional Services $50,000 Design and build software and website Data Collection $15,000 $10,000 P/T staff collects info/establishes update process Implementation & Distribution $10,000 $5,000 Entering data, testing and promoting Sub-total $75,000 $15,000 Total for Phase I $131,000 PHASE II – Promote EIS findings, promote use of centralized event calendar and convene the field Audience Dev. Campaign Design/Print Exec. Summary $5,000 EIS report creates basic tool for marketing Design/Print Full Report $7,500 Distribution: Arts Funders, Gvt Agencies Design/Print Brochure $10,000 Distribution: Tourism, Bus. Development Design/Print Power Point $1,500 Speakers Bureau Design/Create DVD $20,000 Distribution: Development, Gvt, Tourism, State Distribute Report $500 Distribute DVD $1,000 Web-based Promotions $12,000 Expand FCASH web services E-Newsletter $6,000 Quarterly news, expanded outreach County-wide Convention $25,000 State of the Arts, Sciences and History Conference Sub-total $88,500 PHASE III – Promote Fresno County cultural arts and convene the field Statewide Conference $45,000 Hosts state and national arts, tourism, development organizations, showcases regional assets TOTAL EXPENSE $131,000 $168,500 $299,500

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2007 Coalition Membership List

*2007 Board Members Film Fresno Filmworks Artists, Galleries & Studios Reel Pride Film Festival Ashtree Studios Bill Bruce Studio Science & Environment Baba Brinkman, Rap Canterbury Discovery Center San Joaquin Clay and Glass Association Downing Planetarium Spectrum Art Gallery San Joaquin River Parkway and Cons. Trust – Dave Koehler Education & Literary Arts Sierra Foothill Conservancy CSUF – College of Arts and Humanities – Dr. Tree Fresno Vida Samiian Fresno County Public Library – Karen Bosch Technology & Design Cobb Fresno Macintosh Users Group San Joaquin Valley Town Hall State Center Community College District Community Organizations Valley Arts & Science Academy Clovis Chamber of Commerce Creative Fresno Museums Downtown Church African American Historical and Cultural Museum Fresno Cultural Arts District Armenian Historical Museum Fresno Nonprofit Advancement Council Arte Americas – Maria Ortega Encourage Tomorrow Fresno Art Museum United Cerebral Palsy of Central California Fresno Historical Society & Museum Fresno Convention and Visitors Bureau – Wayne Fresno Metropolitan Museum – Jon Carroll Bennett Lee Institute for Japanese Art Businesses Music, Theater & Dance Arrival Communications Acting Gym Fresno Signs Unlimited Aithon Theater Company International Brotherhood of Electrical Workers California Opera Association Nue Design Children’s Musical Theaterworks Your Mac Guy California Arts Academy Parola Design Fresno Folklore Society Fresno Grand Opera – Ron Eichman Individual Members (Members at Large) Fresno Philharmonic – Don Reinhold Hal Bolen - attorney Full Circle Brewing Company Paula Castadio Jazz Fresno James and Coke Hallowell Lively Arts Foundation Susan Hansen Rogue Performance Festival Nancy Marquez – cultural arts leader Warnor’s Theater and Center for the Cultural Arts Paul Pierce Woodward Shakespeare Festival Jackie Ryle Barbara Steck – Sr. Planner, FCOG Media Fresno Famous Cultural Arts Partners and Funders KFSR 90.7 Bonner Family Foundation Valley Public Radio Fresno Regional Foundation Valley Public Television – Paula Castadio Fresno Arts Council The Undercurrent Sequoia Realty Warnor’s Theater and Center for the Cultural Arts As of 1/23/07

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Artsopolis Page Samples

• Single entity underwriting a major portion of the total project can secure banner to be seen on each page

Bright, vivid photos help viewers connect with events and artists Provides a place for artists to promote their work.

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Major sponsors listed on each page

Full listing of events from all around the county

Can be sorted by Event, Organization, Date, and City – allows cities around the county to showcase their events and makes it easy to see what is happening in their area

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Directories list key community resources such as: • Organizations • Venues • Artist Profiles • Restaurants • Hotels • Shops & Services • Public Art

Each community in Fresno County will have a place to showcase their public art collections, tours of historic preservation, including murals. Towns, such as Exeter, will be able to promote activities to generate visitors from around the country to see their murals and expand their review base.

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