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