Created in Barrie Understanding Barrie’s Understanding Barrie’s MarketsArts & Culture 2009 Created inBarrie Originally Originally presented toBarrie Culture EditedJanuary 20, March 2010 7, The Resource ManagementGroupConsulting www.rmcg.ca January 2010January Created in Barrie Today 2 . . . . . Next Steps Barrie’s CultureArts and Scene Overall ParticipationArts Culturein& Survey Respondents SettingStage the ...... Where do we goWherewe fromhere?do What wehave learned? Thoughts Participation Vibrant Communities The Decision Participation Topline Methodology & ObjectivesPurpose Most ImportantExperience results - Making January 2010January Created in Barrie Setting the Stage January 2010January Created in Barrie 4 To provideBarrieCity Cultural of the withDepartment To understandmarket for opportunities Barrie’s cultural artsand sector . . . . . organizationsTourism and Barrie Market informationthat canshared cultural artsand be with Input tofuture developing culturalinfrastructure projects Baseline research to measure growthA&C market of the Input toStrategic its Business Plans & UnderstandingBarrie’s of the regionwithinpositioning More specifically… Why? January 2010January Created in Barrie Methodology 5 . Focus Community Phase 3: Groups . . Surveys Community Phase 2: BarriePhase Committee1: Arts Input Barrie Residents RegionalResidents Barrie Residents . . . . Participants recruitedfrom resident survey 2 FocusGroups 693completed surveys 710completed surveys . . . . HalfSouth Half North of Highway 90 Half South of Half North of of of Highway 90 Tiffen Tiffen Collingwood Alliston Midland Barrie Aurora Gravenhurst Newmarket Bracebridge January 2010January Created in Barrie Methodology 6 . Telephone Survey . . . For questions choice lists,with lists rotated to avoid positional bias Response rate for20% Barrie residents and for13.8% regional residents Attempted telephone 6,954numbers and in Barrie in the region12,287 (bus,machine answeringanswer, no Selected Selected respondent notavailable In - Scope Qualified Qualified respondent Response Rate R/(U+IS+R) = In Total Numbers – - scope Research House Completed interviews - Non Language Respondent Respondent refusal - Household Household refusal - Responding (R) responding Unresolved Non Disqualified Attempted Quota full Quota - resident problem problem breakoff (IS) (U) Residents Barrie 20.0% 1,175 2,939 1,760 6,954 1,080 2,540 710 436 232 79 13 72 8 Residents Regiona 12,287 13.8% 1,427 5,670 3,224 1,966 4,831 693 380 354 566 121 121 31 l January 2010January Created in Barrie Top 7      Growingpains Kempenfest A&C the on Barrie put a As regional centre,appreciatepeople Market strong,roomto grow “Regional as theclaim the canHub Barrie space A&C - ...... Line ResultsLine Waterfront Molson Park putBarrie on mapthe Settingand “vacation” Celebrating local talent Accessibility Quality, variety, culturaldiversity Annual residentA&C expenditure $ ½ of Barrie residents& ~20% residentsparticipated in Barrie A&C last year ~ 2/3 of Barrie & regionalresidents participated in A&C in past 3 years – losing losing settingbyoveruse (vendorcontrol) atmosphere – 40.5M map now lost ” January 2010January Created in Barrie Survey Respondents January 2010January Created in Barrie 9 2/3 of Barrie & Regional2/3 ofBarrie & residents participatedpast in had 3yearsin A&C . . . Barrie & Regionalrespondents similar . . Barrie Respondents Just over 1/3 with childrenJustwith over1/3 at home Post Young(Regionmoreseniors) to senior Livedaverage in Barrie yearsof 18 Range 0 to 40 yearsto0Range 40 - secondary educatedsecondary “ Respondents” January 2010January Created in Barrie 10 Respondents only A&C participants A&Conly Respondents Had not participated in A&C in the past three yearsthreepastthe A&C in participatedin Had not . . . Willing to answer survey and within regional within survey Willing and answer to Had participated A&C the pastthreeyears in in culture in the past threeyears regionalresidents of residentsBarrieand 66% 60%of participated had and arts in Arts and cultureincluded the past years:three had participatedSurveyrespondents representwho in culture those arts and only in ...... History andcultural heritage celebrations Community eventsarts or with cultural component All kindsof music, performances andarts visual Members of organizations As performers, artists or students In the audience quota Number Barrie Residents 1,096 710 436 Percent 100% 60% 40% Regiona Number 1,047 693 354 l Residents Percent 100% 66% 34% January 2010January Created in Barrie 11 Majority of respondents female of respondents Majority . . . 70% of both Barrie & RegionalBarrieboth 70%of respondents werecollegeuniversity or graduates Barrierespondentswere younger regionalthan respondents and RegionalBarrie respondents2/3of both werefemale 10% 20% 30% 40% . . 0% Female The majority of Regional respondentswere 45+ The majority of Barrie respondentswere within prime working age (25 Male Respondent Respondent Age Barrie Barrie 35% 65% Gender Region Region 36% 64% N=710/693 N=705/678 10% 20% 30% 40% 50% 0% Education Barrie - 55) Region N=703/680 January 2010January Created in Barrie 12 Barrie & Regional households similar households Regional Barrie & . . . respondents (35%) Slightly more Barrie respondents had children living at home (39%) than Regional Average sizehousehold was similar for Barrie and Regional respondents Most respondents lived in a household two of (31% Barrie, 37% region) 10% 20% 30% 40% . . 0% Consistent youngerwith respondents 2.9 for Barrie and 2.8 forRegional residents 1 Household Size Household Barrie 2 Region 3 4 N=703/683 >4 Barrie Children 39% Under 18 Region 35% N=700/683 January 2010January Created in Barrie 13 Barrie Barrie Respondents… . . Overall,respondents 37%of Barriecommuted toof jobsoutside their Barrie wassample well 10% 20% 30% . . . 0% 15% commuted south of the countythe GTA15% commutedthe of tosouth went 2% and north Most commuted CountySimcoewithin (20%) Averageyears length18time living = in of Barrie Years Years in Barrie - distributedacrosslong and new N=701 Commute withinSC Commute N SC of Commute S SC of StayBarriein Don'tWork Commuting Barrie Respondents 0% 10% - time residentstime Patterns 20% 30% 40% N=519 50% January 2010January Created in Barrie Overall Participation in Participation in the Past Year the in Participation Arts & Culture January 2010January Created in Barrie 15 arts & crafts participation (Kempenfest) Barrierespondentshave high Regionalresidents, participateregion,in skip over go to Barrie and Toronto Barrie respondents participate participate Barrie respondents in A&C in Barrie . . . BarrieRegional and respondents Over 30% involvedOver30% as performers/organizers/students Almost all attended performances/shows/events High participation in Music, Drama/Dance, Visual Arts Most respondents’Barriechildren participate 2/3 of Barrie childreninvolved Barrie of 2/3in A&C January 2010January Created in Barrie 16 Music Music leads . Similar participationpatterns forRegional Barrie and respondents . . The The craftshigh arts and participation forresidentsBarrie reflects Regional residents Music mostwas frequently the identified forand activity type Barrie both Cultural Cultural heritage Poetry/literature Drama/Dance Barrie respondents ArtsCrafts& Visual Visual arts History Music Activities Activities in YearPast 0% 20% Regional Regional respondents 40% 60% 80% N=700/670 100% Kempenfest January 2010January Created in Barrie . . 17 Cultural Cultural heritage Barrie respondents participateBarrie in Poetry/literature Drama/Dance 10% for andarts crafts 50% of respondentsfor music to Participationin GTAthe rangedfrom activities, excepthistory, participatedin Barrie for all At least75% of Barrie residents ArtsCrafts& Visual Visual arts Activities in PastYear History Music Barrie 0% 20% Region 40% 60% 80% N=700/670 100% Cultural Cultural heritage Poetry/literature Drama/Dance ArtsCrafts& Where Barrie Visual Visual arts History Music Barrie 0% Respondents Participated Respondents Toronto/GTA 20% 40% 60% Other N=85 80% - 551 100% January 2010January Created in Barrie Cultural Cultural heritage Poetry/literature 18 Regional respondents skip Barrie Drama/Dance . . ArtsCrafts& Visual Visual arts exceptfor arts andcrafts (40%) <15% wentto Barrie for A&C, communities andGTA was focused on their own Regional residentsparticipation Activities Activities in YearPast History Music Barrie 0% 20% Region 40% 60% 80% N=700/670 100% Cultural Cultural heritage Poetry/literature Drama/Dance Where ArtsCrafts& Visual Visual arts History Music Regional Regional ParticipatedRespondents Barrie 0% Toronto/GTA 20% 40% Other 60% 80% N=86 - 565 100% January 2010January Cultural Cultural heritage Poetry/literature Drama/Dance ArtsCrafts& Created inWhere Barrie Barrie Visual Visual arts 19 Barrie and the region different History Music Barrie 0% Respondents ParticipateRespondents Toronto/GTA 20% 40% 60% Other N=85 80% - 551 100% Cultural Cultural heritage Poetry/literature Drama/Dance ArtsCrafts& Where Visual Visual arts History Music Barrie Regional 0% Toronto/GTA 20% Residents Residents 40% 60% Participate Other 80% N=86 - 100% 565 January 2010January Created in Barrie 20 Involved Involved beyond watching… Spectators/audience . Performers/artists Parents/supports Patterns similar forvery& Regional Barrierespondents Org members . . Barrie Barrie respondents Volunteer Approximately ¼ were studentsandthe sameproportion performers Most as spectators/audience,followed byparents or supporters of artist Paid jobs Students How How They Participated 0% 20% Regional Regional respondents 40% 60% N=677/662 80% 100% Equipment/Accessories Attendance at eventsatAttendance Children Adults Teens Average Household Spending Lessons Household Participation Barrie 30% 21% 95% Barrie $367 $841 $946 N=577 Region 22.3% N=699/684 20% 96% - 665/574 Region $263 $725 $298 - 637 January 2010January Created in Barrie Overall Participation in Decision Arts & Culture - Making January 2010January Created in Barrie 22 Women lead family family decisions Womenlead Use of socialmedia & internetgrowing Traditional stillmedia strong January 2010January Created in Barrie 23 Traditional mostused still Traditional media . . . researchprojects) Word most wasthe mouth significant informationof sourcewe find in (as almost all Almostsocial media, making used importantit 50%more than internet e or and culturefind arts performances, about exhibits,out events Traditional media (newspaper/radio) mostwerethe important information sourcesto Wordof Mouth Social Social media Newspaper Magazines Barrie respondents Internet E Radio - mail 0% Finding Out 20% Regional Regional respondents 40% 60% N=708/688 80% 100% - mail January 2010January Created in Barrie 24 Women lead family decision family lead Women . In both Barrie and the RegionBarrie In and both Children . . . Household Decision Adults Teens by males in 8% of households and jointly in the majority of households (54%) households of jointly and majority in bythe of households malesin 8% Decisions regarding participation werebymadeof households,women in 38% withteensand Those children input their consider primarily by adults, Within families, participation about and decisions in culturearts were made Barrie 100% 16% 16% - Making Region N=705/690 12% 15% 99% Together Female Male Primary Decision - making Barrie 38% 54% 8% - Maker Region N=699/679 38% 54% 8% January 2010January Created in Barrie The Overall Participation in Most Important Experience Important Most Arts & Culture January 2010January Created in Barrie 26 Regional Regional respondents Barrie Barrie cited respondentsBarrie experiences . . Some Some eventsnew recognized….Caribfest,FestivalFilm Gryphon, MacLaren Kempenfest puts Barrie onthe map cited Toronto/GTA, but Barrie cited asToronto/GTA, well butBarrie cited cited & Theatre By The Bay also importantalso January 2010January Barrie Respondents MacLaren Museum/art gallery Gryphon Theatre Theatre/musicals Music concerts Kempenfest Least Frequently Identified Christmas events Historical Events Celebrate Bar New Years Eve Jazz /Blues Fest Talk is FreeTheatre Film Festival Arts & Crafts Caribfest Choir Theatre by the Bay Dance/ballet

Created in BarrieMost Frequently Identified 27 Kempenfest puts Barrieon the map N=617 14% 16% 30% 1% 1% 1% 1% 1% 1% 2% 2% 2% 3% 3% 3% 4% 4% 5% . . important to them one Respondents wereasked to identify In & In RegionBarrie respondents(30%) by thehighest proportionof In Barrie, A&C A&C experience that was most . . Experience Experience category Named experience Barrie identifiedexperience categories museums/galleries most frequently Music concerts, theatre/musicaland experiences frequentlynamedidentified Barrie MacLaren Kempenfest Kempenfest Art Art Centrewere the most , Gryphon Theatreand was identified Regional Respondents Christmas Events Jazz and Blues Choir MacLaren Gryphon Theatre Stratford/Shaw Education/school Film Festival Historical Events Cultural/Ethnic Arts & Crafts Dance/ballet Kempenfest Museum/art gallery Music concerts Theatre/musicals Least Frequently Identified Most Frequently Identified N=578 11% 26% 33% January 2010January 1% 1% 1% 1% 1% 1% 2% 1% 2% 2% 3% 5% 6% Barrie Respondents Museum/art gallery Gryphon Theatre Theatre/musicals Music concerts Kempenfest Least Frequently Identified Christmas events Historical Events Celebrate Bar New Years Eve Jazz /Blues Fest Talk is FreeTheatre Film Festival Arts & Crafts Caribfest Choir Theatre by the Bay Dance/ballet MacLaren

Created in BarrieMost Frequently Identified 28 Arts & crafts dominates Barrie crafts dominates Arts & N=617 14% 16% 30% 1% 1% 1% 1% 1% 1% 2% 2% 2% 3% 3% 3% 4% 4% 5% categories for the following graph Named were activities the in activityincluded . . Other C of B Events Theatre/musical/da Music Music performance Museum/art gallery Regional respondents the same for residents Barrie and After that, the order categoriesof is residents Arts and crafts dominates for Barrie The Other Festivals Other Festivals Cultural/Ethnic Arts & Crafts Most Important A&C Activity … 0% 10% 20% N=617/578 30% 40% Regional Respondents Christmas Events Jazz and Blues Choir MacLaren Gryphon Theatre Stratford/Shaw Education/school Film Festival Historical Events Cultural/Ethnic Arts & Crafts Dance/ballet Kempenfest Museum/art gallery Music concerts Theatre/musicals Least Frequently Identified Most Frequently Identified N=578 11% 26% 33% January 2010January 1% 1% 1% 1% 1% 1% 2% 1% 2% 2% 3% 5% 6% Barrie Respondents Museum/art gallery Gryphon Theatre Theatre/musicals Music concerts Kempenfest Least Frequently Identified Christmas events Historical Events Celebrate Bar New Years Eve Jazz /Blues Fest Talk is FreeTheatre Film Festival Arts & Crafts Caribfest Choir Theatre by the Bay Dance/ballet MacLaren

Created in BarrieMost Frequently Identified 29 Barrie respondents participateBarrie in N=617 14% 16% 30% 1% 1% 1% 1% 1% 1% 2% 2% 2% 3% 3% 3% 4% 4% 5% . . Midland/Penetang Simcoe Simcoe County in Toronto 57% of Regional respondentsparticipated Barrie 89% of Barrie respondentsparticipated in . . Hamilton Muskoka 24% participated participated 24% in Barrie (20%) (24%) and County other Simcoe locations They participated also in GTAOrillia (27%), Stratford Niagara Ottawa Rama Barrie Orillia GTA Where? 0% 25% 50% 75% N=618/577 100% Regional Respondents Christmas Events Jazz and Blues Choir MacLaren Gryphon Theatre Stratford/Shaw Education/school Film Festival Historical Events Cultural/Ethnic Arts & Crafts Dance/ballet Kempenfest Museum/art gallery Music concerts Theatre/musicals Least Frequently Identified Most Frequently Identified N=578 11% 26% 33% January 2010January 1% 1% 1% 1% 1% 1% 2% 1% 2% 2% 3% 5% 6% Barrie Respondents Museum/art gallery Gryphon Theatre Theatre/musicals Music concerts Kempenfest Least Frequently Identified Christmas events Historical Events Celebrate Bar New Years Eve Jazz /Blues Fest Talk is FreeTheatre Film Festival Arts & Crafts Caribfest Choir Theatre by the Bay Dance/ballet MacLaren

Created in BarrieMost Frequently Identified 30 Almost everyone a spectator… is N=617 14% 16% 30% 1% 1% 1% 1% 1% 1% 2% 2% 2% 3% 3% 3% 4% 4% 5% Spectator/audience . Parent/supporter Performer/artist similar participation Barrie Regionaland respondentshad . . . . Organization member 12% members 12% of organizations performers/artists25% or students parents25% or supporters spectators/audience97% members Your job Student How? 0% 25% 50% 75% N=622/583 100% Regional Respondents Christmas Events Jazz and Blues Choir MacLaren Gryphon Theatre Stratford/Shaw Education/school Film Festival Historical Events Cultural/Ethnic Arts & Crafts Dance/ballet Kempenfest Museum/art gallery Music concerts Theatre/musicals Least Frequently Identified Most Frequently Identified N=578 11% 26% 33% January 2010January 1% 1% 1% 1% 1% 1% 2% 1% 2% 2% 3% 5% 6% Created in Barrie 31 It’s entertainment, about community & people Barrie Respondents Least Frequently Identified Christmas events Historical Events Celebrate Bar New Years Eve Jazz /Blues Fest Talk is FreeTheatre Film Festival Arts & Crafts Caribfest Choir Theatre by the Bay Dance/ballet MacLaren Museum/art gallery Gryphon Theatre Theatre/musicals Music concerts Kempenfest Most Frequently Identified N=617 14% 16% 30% 1% 1% 1% 1% 1% 1% 2% 2% 2% 3% 3% 3% 4% 4% 5% Community contribution Meet people interesting Celebrate community Good entertainment Connectfriendswith Strongly Strongly disagree Integral Integral tofamily life Creativeexpression Your job Disagree Why? 0% 20% Agree 40% 60% Strongly Strongly Agree 80% N=611 - 100% 622 January 2010January Created in Barrie 32 It’s It’s more about entertainment Regional Respondents Regional Christmas Events Jazz and Blues Choir MacLaren Gryphon Theatre Stratford/Shaw Education/school Film Festival Historical Events Cultural/Ethnic Arts & Crafts Dance/ballet Kempenfest Museum/art gallery Music concerts Theatre/musicals Least Frequently Identified Most Frequently Identified N=578 11% 26% 33% 2% 2% 3% 5% 6% 1% 1% 1% 1% 1% 1% 2% 1% Community contribution Meet people interesting Celebrate community Good entertainment Connectfriendswith Integral Integral tofamily life Creativeexpression Strongly disagree Your job Disagree 0% Why? 20% Agree 40% 60% Strongly Agree 80% N=574 - 584 100% January 2010January Created in Barrie 33 Barrie &Region same order, different emphasis Community contribution Meet interesting people Celebrate community Good Good entertainment Connect Connect with friends Strongly disagree Integral Integral tofamily life Creative Creative expression Barrie Respondents Barrie Your job Disagree Why? 0% 20% Agree 40% Strongly Agree 60% 80% N=611 100% - 622 Community contribution Meet interesting people Celebrate community Good Good entertainment Connect with friends Strongly disagree Integral Integral tofamily life Creative Creative expression Regional Respondents Regional Your job Disagree Why? 0% 20% Agree 40% 60% Strongly Agree 80% N=574 January 2010January 100% - 584 Created in Barrie Overall Participation in Vibrant Communities Arts & Culture January 2010January Created in Barrie 35 vibrant vibrant community for arts&culture Along with Barrie a Toronto,seen as January 2010January Created in Barrie Niagara Midland/Penetang 36 Ontario Ontario community with vibrant most A&C scene Collingwood - Toronto/GTA Barrie Barrie respondents on - Muskoka the Stratford Ottawa Vibrant A&C Scene Barrie Orillia - Lake 0% 20% Regional Regional respondents 40% 60% N=637/595 80% Funding/quality/production Community participation . . Variety/choice/diversity Aesthetics/geography Barrie Barrie respondents Barrierated second Most identified Toronto/GTA . . Attendance/size Facilities/venues Reasons for Vibrant A&C Scene respondents(12%) Barrie respondents(31%)& regional respondents(60%) Barrie respondents(56%)& regional Multi - cultural 0% Regional Regional respondents 20% 40% 60% N=637/574 80% January 2010January Created in Barrie ...... 37 . . words… own In their . . so so varietymuch the scope of who performs The varietythe differentand venues andeven The caliber of performances restaurants It’s everything:got sports, theatre, music, Draws Eclectic Culturallydiverse, open more choices Because of the variety of venues, it gives you their heart toandsouls these theatres idea of the communitywhole small as a giving The of quality the the theatres, whole and going on there The playsand theyhave kindsall of things combination at a reasonable price performanceHigh quality Stratford Festival/ Stratford/Niagara larger professional productions assortment of people Toronto S haw - minded - Festival On - - just that there justthat is restaurantfacility - The - Lake ...... there’s something always to do there Because comes it up with new ideas and and entertainment A lot of tothings choose from, good quality by doing it travel for andyouit support your community It's a andyou localdon't have tohappening feel like a of gatheringfriends The itself,city Toronto,not as big makes it The lake andbeauty of Barrie 150% we and try support each other The excitement of people involved… they give them to do theywhat need to do there. The are funds availabletothat them to allow for the theatre The atmosphere, the enthusiasmandsupport it’s the capital. The many eventsoccur. that and bilingualIts Ottawa Barrie January 2010January Created in Barrie 38 ...... words… own In their summer performances during winterand also in the performances andlocal theatregroup on puts Dynamic artistsgroup lots of anddifferent King’s Warf Theatreandhistoric sites Folk Waterfront, always somethinggoing on Availability of shows atgooda price Barrie Orillia Opera Midland Festival . - Orillia H Penetanguishene ouse , we don’thave one in ...... Theatre,gatherings on MainSt. art community, thereis a theatre regularly, andthere is a museum, andactive There are lots of culturalevents, activitiesand Great volunteercommunity artists, greatmusic scene,good council. arts It has alovely historic downtown, many orchestra, good literary scene there They have all sort of things poetry, folk dance, Broad here Thereare lot a of artists who liveand perform Everybody buysinto andeveryone shows up - based communityparticipation Collingwood Muskoka - celebrations January 2010January Created in Barrie 39 Visits to other communities for A&C inpast year Midland >20 communities, including: Other destinations spread across Cookstown Hamilton Rama Penetanguishene Muskoka Poetry/Lit Visual Arts Festivals/Events Cultural/Heritage Music Performance Performing Arts Barrie Respondents Barrie Most Frequent Activities 32% 34% 7% 8% 9% 1% N=516 Part of vacationofPart friends/relatives withvisitofPart Barrie available in qualityHigher than Similar exhibit performance, Toronto/GTA Stratford Niagara Ottawa Other Barrie Barrie respondents Orillia Most Frequent Destination 0% 20% or event not in Barriein eventnotor Regional Regional respondents Why? 40% N=510/644 60% 20% 56% 57% 66% N=516 January 2010January Created in Barrie 40 Recent visits to other communities for A&C communities other to visits Recent etc. etc. Huntsville Bracebridge Gravenhurst Rama Midland/ Hamilton Alliston Newmarket >20 communities, including: Other destinations spread across Festivals/Events ArtGalleries Performing Arts Music Performance Respondents Regional Most Frequent Activities Penetang 27% 30% 8% 9% N=516 Part of vacationofPart Barrie available in qualityHigher than Similar exhibit performance, friends/relatives withvisitofPart Toronto/GTA Stratford Niagara Ottawa Other Barrie Barrie respondents Orillia Most Frequent Destination 0% 20% or event not in Barriein eventnotor Regional Regional respondents Why? 40% N=510/644 60% 17% 47% 50% 56% N=516 January 2010January Created in Barrie Barrie’s Arts and Culture Scene Culture Arts and Barrie’s Participation January 2010January Created in Barrie 42 . . Festivals& events are Barrie’s mainstay Project 2009 A&C participation to population High proportionHigh ofregionalrespondents participated Almost allBarrie respondents participated . 50% of Barrie & 20% of regional residents participated of residents50%20%regional of Barrie & January 2010January Created in Barrie . Respondents Regional . Barrie A&C attraction/event in the past year. population, the past 3years. Projecting to theBarrie This is82% of the 60% who participated in A&C in . Barrie Respondents Barrie Barrie A&C attraction/event in the past year. population, the past3 years. Projectingto regional the This is 30% of the66% who participatedinA&C in 43 Barrie A&C Activities & Events in Past Year Past in Events & Activities Barrie A&C past year 30%participated A&C during the in Barrie event townguests at to activity least or one respondentsbrought48%Barrie out past year 82%participated A&C during the in Barrie 20% of Regional residents attended a half half of Barrie residents attended a - of - Festivals & Festivals Events Performing Performing Arts Performance Barrie Barrie respondents Poetry or lit Visual arts reading Music Music Barrie A & C Attractions Attendance at 0% 20% Regional Regional respondents 40% 60% 80% N=710/693 100% January 2010January Created in Barrie Poetry or lit reading Music Performance Festivals Festivals & Events 44 Barrie Respondents Attendance Barrie Respondents Performing Performing Arts . . Attendance at Barrie Barrie atAttendance Visual Visual arts drew over 30% of respondentsdrewover30% theatre androckperformances Celebrate Gryphon Barrie, Kempenfest 2/3wentof respondents to Barrie Respondents Barrie 0% 20% 40% A&C 60% Attractions 80% N=710/693 100% Downtown Countdown Lawn Lawn Chair Luminata Barrie Barrie Concert Assoc Kempenfelt Kempenfelt Players Theatre Theatre by the Bay Barrie Barrie Film Festival Gryphon theatre Celebrate Barrie Celebrate Barrie Barrie ArtClub Attendance at Barrie A&C Attractions Kempenfest Talk Talk Free is MacLaren Orchestra Caribfest Poetry/lit Choir Rock Jazz Folk 0% 10% (past year) (past 20% 30% 40% 50% N=710 60% 70% January 2010January Created in Barrie 45 . . Attendance Respondents Regional Poetry or lit reading Music Music Performance Festivals & Festivals Events Performing Arts respondents attractionsthat drew greater 5% thanof and The Gryphon Theatre,rock performances Kempefest The highestregional attendance was for Attendance at Barrie A&C Attractions MacLaren Visual arts Regional Respondents Regional 0% were the only otherBarrie 20% 40% 60% 80% N=710/693 100% Gryphon theatre Celebrate Barrie Celebrate Attendance at Barrie A&C Attractions Theatre Theatre by the Barrie Barrie Concert Barrie Barrie ArtClub Kempenfest Kempenfelt Kempenfelt Lawn Lawn Chair Downtown Talk Talk Free is MacLaren Barrie Barrie Film Orchestra Caribfest Poetry/lit Choir Rock Jazz Folk … … … … … … 0% 10% (past year) (past 20% N=693 January 2010January Created in Barrie 46 One Analysis One Analysis left... applying PRIZM Responses for oftheseeach 5categories Poetry lit reading or Music Music Performance Festivals Events& Performing Arts Barrie Barrie respondents Visual arts Barrie Barrie A C Attractions & Attendance Attendance at 0% time money.time and a of list long volunteers on as serving projects, community magazines. business, travel and news the ballet. symphony, galleries and art for rates going to high have the They marketplace. in sensibilities the exhibit cultured consumers & Brains Money degrees, university holding 45 With percent neighbourhoods. suburban university with married couples empty are Canadians of these Many credentials. their to match tastes sophisticated ofThe residents 20% Regional Regional respondents 40% 60% philanthropic causes philanthropic N=710/693 80% Money Money & Brains 100% - . . aged children who live in older, fashionable homes in urban and and in urban homes fashionable older, who live in children aged seem to have it all: high incomes, advanced degrees and and degrees advanced high incomes, all:to it have seem , exercising their well their ,exercising and tomarketing them Insight preferences and leisure aboutInformation lifestyle A politically active cluster, residents here rank high for working for working rank high here residents cluster, active politically A At home, they listen listen to At home,they http://www.environicsanalytics.ca/ and writing letters to public officials. They also support support also They officials. letters to public writing and intoeffective of waysattracting - developed social conscience with their with both conscience social developed radio stations and subscribe to subscribe stations and radio - theatre, nesters or nesters January 2010January Created in Barrie Barrie’s Arts and Culture Scene Culture Arts and Barrie’s Thoughts January 2010January Created in Barrie 48 Overall Overall ratings for Barrie’s A&C scene:mediocre . . . Some StrengthsSolid Location Variety People . . . improveCan positioning Advertising Venues Variety January 2010January Created in Barrie 10% 20% 30% 0% Mediocre ratings Mediocre 10% 20% 30% 40% 0% 1 N=701/461 1 Facilities/Venues/Places 2 2 Festivals Festivals Events & 3 3 4 4 5 5 6 6 Facilities/Venues/Places 7 7 Overall Average Ratings Average Overall 8 8 Festivalsevents& Getting involved Getting 9 9 N=691/430 10 10 Variety 10% 20% 30% 40% 0% 10% 20% 30% 0% Barrie 5.8 6.3 6.6 7.3 1 1 2 Variety of Activities A&C 2 Region Getting Getting Involved 3 6.2 6.1 5.8 6.8 3 4 4 5 5 6 6 7 7 8 8 9 N=651/385 N=694/393 9 January 2010January 10 10 Created in Barrie 50 Whatmakes Barriea good community for A&C? 3. 2. 1. 3. 2. 1. Regional Respondents Regional Barrie Respondents Barrie Variety/choice Growingcommunity Location Location Variety& choice Community/people/talent Barrie Residents Affordability/accessibi Community/people/t Growing community Intimate community Diversity/culture Municipal Municipal Effort What’s Good Variety/choice Waterfront Location Venues Regional Regional Residents … … 0% 10% 20% N=533/377 30% January 2010January Created in Barrie Location . . . Varietychoice and . . . . participation/people/talentCommunity . . . 51 What makes Barrie a goodcommunity for A&C? words… own In their Location it is ideal forOntarioLocationis ideal it and beautiful Its locationon routetocottage country Its location art show,community always something happening, There's festivalor gardens arts, theatres, plays, music and live ofa good varietyis There city eventssize Ithas of the a good of forthe variety A audience forit Good talent varietypool, People talentedofA lotdedicated & people mix of younger and and older,younger of mix college plus the Barrie Respondents Barrie are friendly,are it’s easyintoget toscene the - close toGTAclose the - oriented and and reasonable N=556 . . Variety/choice . . . Growingcommunity . . . Location N=377 other other townsarea the in cultural eventsthan moreplays, have They more with easy access and eventsactivities of and The varietymultitude contribute todifferentexpression It’s to differentcultures, growing somore vibrant The size,growing, it's it's as localoutside as well performersperformers population Because the base ofcan bring quality geographical location a vacation is because There toatmosphere it its of It’slive towe close where base Far Torontoenough from toownhave its cultural Regional Respondents Regional January 2010January Created in Barrie 52 What Barrie makesa good communityfor A&C? words....own In their 4. 3. 2. 1. Georgian College (youngpeople, programs) art Waterfront/nature Regional hub Active . . . . . Excellentquality, needmore exposure Good foropportunities children Phenomenalmusic instructors Fantastic artists Theatre growing is groups inlots of disciplines Barrie Focus Groups Focus Barrie – studiotour, MartinHouse January 2010January Created in Barrie 53 Ways to improve A&C in Barrie in A&C Waysto improve 3. 2. 1. Respondents Regional 3. 2. 1. Respondents Barrie activities Varietyof events, performances, More/improvedvenues Betteradvertising activities Varietyof events, performances, Betteradvertising More/improvedvenues More/improved More/improved venues Improved Improved accessibility Packages/promotions Downtown cleanup Betteradvertising Weatherproofed Varietyof events Barrie Residents Suggested Improvements Targetyounger For all For all incomes More More funding Betterquality … … 0% Regional Regional Residents 10% 20% 30% 40% N=556/379 50% January 2010January Created in Barrie . Varietyevents,of performances/activities . . . Betteradvertising . . . More/improvedvenues . . 54 In their own words… own In their in the larger groups they used used togroups theylarger in have the outdoor can They moreconcertsoffer and bring different cultural events groupsInvolve ethic townnewer in the in of more worldly littlemore festivals/musicAdditional of types festivals, a things these all of Having a centralized place would that advertise listing a weekly culture, all & art Web/paper/magazine for on what's page Barrie totime plan knowadvertising sopeople Moreahead lead of centre) (culture under roof one things are all where Having city a building the in performingvenue downtown arts Build a proper as a theatre) Georgian College have Abuilding only venue betteror(we Barrie Respondents Barrie N=533 N=379 . . . Improved/increasedfacilities/venues . . . Increasedvarietyevents/diversity of . . . Betteradvertising Re Downtowntheatre workshopsincluding and studios Appropriate center. arts arts the all More Morefestivals/different festivalscultural cultural diversity I morethink communities same the as other and imagination, Ithas varietynot to have more area surrounding communityNotificationthe papers in the in Earliergeographical and wider promotion don't know going what's on. I'm of out an - create atmosphere Molsonat park Regional Respondents Regional towner . I am a half hour away and hour away and a half am I . January 2010January Created in Barrie 55 The Future If If wasitas centre,whatan beA&C like? importantBarrie would ...... Enough toEnough attract visitors for more than a day Accessible Youth involvement Multiculturalism/local identity Outdoor environment Outdoor concert venue (Molson Park) Excellence Distinctly Canadian Sustainable cultural centre ...... Gardens Outdoor arts Water and forests Not an ordinary place Recognized provincial/nationalon scale(event?) Space for studios, teaching, mentoring Performing house Barrie Focus Group Participants Group Focus Barrie January 2010January Created in Barrie Next Steps January 2010January Created in Barrie 57      Growingpains Kempenfestmap A&C the on Barrie put a As regional centre,appreciatepeople Market strong,roomto grow “Regional as theclaim the canHub”Barrie space A&C ...... Waterfront Molson Park Barrie putmap on the Settingand “vacation” atmosphere Celebrating local talent Accessibility Quality, variety, culturaldiversity Annual residentA&C expenditure $40.5M ½ of Barrie residents& ~20% residentsparticipated in Barrie A&C last year ~ 2/3 of Barrie & regionalresidents participated in A&C in past 3 years What have we learned? – losing losing settingbyoveruse (vendorcontrol) – now now lost January 2010January Created in Barrie Where do we go from here? January 2010January Created in Barrie 59 ...... “regional the Barrie as space A&C hub” can claimthe Appropriate setting Our reputation growingis Diversity ofexperiences Kempenfest 2/3 Drawsregional residents of residentsparticipate in A&C Barriein Where can we go from here? put Barrie on the A&Cmap the on Barrieput Opportunities 3. 2. 1. Improve A&C Spaces Festival & Events StrategyPlan &Action Improve A&C Communication& Awareness January 2010January Created in Barrie 60 1. → → → → Communication &Awareness Communication Use the media of the future of the Use the media Residents know…& participants should Share market insightA&C groupswith Brand Barrie Arts Culture& ...... One groupresponsiblefor communicating A&C Strategic marketing using marketresearch Internet, websites, media social What where?is happening when, RoleCulture?Departmentof of What is & Culture?Arts business decisions Custom surveyfor analysis 2009 of Highlights at A&C Annual Update . . . Budgetto keepup Collaborative, consistent Logical, visible - to - date January 2010January Created in Barrie 61 2. → → → → → Festival & Events Strategy & Action Plan Action & Strategy Events& Festival across allevents Evaluation trackingand Encourage accessibilityfor all opportunities Cross Nurture festivals events& Barrie (authenticity)uniquely markets the research,Based on recognize different events attract different . . . . Fit with Barrie & region Fit with Barrie Competing festivals/events Market recognition Local - fertilize toawareness, build interest& participation A&Cother in vs visitors - integrated integrated January 2010January Created in Barrie 62 3. Respondents identified what could be done… Barrie is the regional A&C hub for Central Ontario → → → → Improve Arts & Cultural Spaces & Cultural Arts Improve theatre Outdoor performance space Upgrade the Georgian College Need sustainable Arts & Culture Centre Waterfront is the jewel, but concern about overuse ...... …Molson …Molson Park Can werecapture what we’ve lost? Incorporate outdoor thecommunity in spaces Support local artists More than a performing arts centre Recognize limited capacity, functionality, access parking, Sensitive design use & of waterfront for appropriate events Do eventsall have to be at the waterfront? - artisans artisans studios, practice spaces , but ratings are mediocre January 2010January Created in Barrie Questions/Comments January 2010January