B Meehan and V Stasiuk That, on the recommendation of the General Manager of Planning and Development the following report BE RECEIVED. In January 2004, Landmarks London's budget was substantially reduced and the sector went forward with reduced expenditures on staffing, granting and Doors Open. Marketing projects that were already in progress were completed. Staffing -Targeted Su~aortWhen Necessary The Heritage and Museum Coordinator as a full time position was eliminated through the 2004 Budget process. An Interim Coordinator was hired to finish projects underway - brochures, the website, follow up activities related to previous granting cycles. After meetings with the sector, it was decided to hire a part-time coordinator to deliver the funding allocation program for 2004. At the end of 2004, the sector decided, pending budget deliberations, to continue this relationship in 2005 with the part-time coordinator delivering granting services, support to the Landmarks London committee, marketing programs, and web site maintenance. In 2004 staff costs were less than $40,000 Granting - Revised Structure Increases Accountability and Citizen Involvement Landmarks London revised the granting guidelines and reformatted the funding allocation sub committee during the months of April and May and presented the revised structure and framework to the Planning Committee in June 2004. This revised structure included more stringent conflict of interest guidelines for allocation volunteers. The original amount set to grant for 2004 was $47,725. Through follow-up procedures and careful examination of 2003 project budget results, some funds were returned to Landmarks London allowing $50,000 to be allocated in 2004. B Meehan and V Stasiuk Royal Canadian Reqiment- Museum Planninq- for Future Markets $7,000 London Public Library (Historic Sites Publication of a Walking Guide to Historic Sites $8,500 Committee) in London Secrets of Radar Museum The Lost Voices Project $3,750 London Museum of Archaeology Media campaign $3,000 Heritage London Foundation Interpretative Signs for Grosvenor Lodge $2,750 London Regional Children's Museum Street Where you Live Gallery Refurbishment $25,000 $50,000 The Secrels of epsRR The funding allocation sub-committee has put foward the following recommendations for future granting cycles for Landmarks London to consider: 1. It is important that reports on Landmarks London funding allocations emphasis the grant partnerships, collaborations and leverage of dollars raised in the community that Landmarks London grants allow. 2. There is an incredible amount of volunteer hours that should be reflected in grant reports as a significant financial contribution to the success of projects. 3. The coordinator was instructed to review and report to the Landmarks London Committee on the context for the inclusion of the Authenticity question in the grant application form. 4. The grant application should continue to ask the applicant if they have ever breached any past Landmarks London grant, but also ask if any other grant agreement has been breached. The coordinator continues to follow up with past grants to ensure that reports are complete. B Meehan and V Stasiuk Doors ODen The Doors Open committee was conscious of a more limited budget this year and maximized private sector sponsorships and cost economies where possible. On the positive side, advertising was purchased from the New PL and our independent market research indicates that this investment was worthwhile (see attached report). We also received positive feedback on a more practical map guide. In our feedback sessions with sites, private sector sponsors, and community partners, we received the following suggestions for next year: Ensure that the kickoff event is a substantial one. Cost economies here were not appreciated by sponsors and community partners. In the absence of a full time Landmarks London Coordinator, several volunteers put in a valiant effort to pick up the pieces, but there were certain overall coordination pieces that were missed in terms of web site, signage and logistics that will need to be added to ensure future Doors Open events will be successful. In evaluating this feedback the Doors Open Committee is moving forward with the following plans for Doors Open 2005: A Doors Open Coordinator has been hired for six months to organize the 2005 event with matching funds from Landmarks London and the Department of Canadian Heritage, under the Young Canada Works. Mainstreet London has offered to assist the committee in the organization of the kick-off event for ' 21 305. In terms of new sites added for 2004, City Hall was added and Councillors were volunteer interpreters at the site. In the summer months, Landmarks London partners conducted a visitor survey. This survey was put together by Sheila Johnson, Executive Director of Fanshawe Pioneer Village in cooperation with Tourism London staff. These statistics were required by the provincial government for London's participation in the OTMP marketing programs. Using an economic impact model used by Tourism London to test the impact of overnight stays by those staying in hotel accommodation as well as family and friends we were able to determine that the overall economic impact on Tourism from the sector was 3.8 Million dollars. This figure relates very closely to earlier studies completed by TCI. ' ' TCi Report on Heritage commissioned by the Planning and Development Department in September 2000 used the OAC 1997 model based on three inputs: 1. Non-wage expenditures of organizations within the wmmunity. Exoenditures of~~ emoiovees workina in the~ ~ sector.~~~ 2. ,~~~~ 3. Expeno'tLres of loLr4stsvis,tng London and going to see heritage sector attractions. This summer sney condLctea ay Landmarks Lonaon is gathering informationon #3 above. This economic model does no1 test me economic impacl of gooas and sew'ces bought and sold In the London area by organizations and their staff. Landmarks London members participating in the Creative City Working Group have been working on bringing these figures forward for the entire cultural sector. 6 Meehan and V Stasiuk Statistics Canada has demonstrated that those that participate in cultural tourism tend to spend more on restaurants, shopping and stay longer than other tourism strategies. I Summer 2004 Survey I 8 Visitors outside London 8%staying in London 8%staying in ouemight accmmcdation I%stayingwith Friends and Family Museum Banting Archaelogy Childrens FPV London House RCR 2,500,000 1 2,000.w0 1,500,000- 1.000,000 - 500,WO - H Ec impact of hotel visit Ec of staying with friends and family Landmarks London participated in two different campaigns with Tourism London this year. The first campaign was conducted with White Glove with a call to action over the spring/summer months. The second campaign occurred in the Fall Winter, with Tourism London advertising in United States border newspapers. B Meehan and V Stasiuk Banting House featured in CBC Greatest Canadian - Puts London on the Map. Grant Maltman, curator of Banting House was able to take advantage of the CBC's Great Canadian contest to remind Canadians that Banting's idea for insulin was discovered in London in the middle of the night in the house that is now preserved as a museum by the Canadian Diabetes Association. Through a considerable amount of research and communication outreach, in collaboration with CBC, City of London Corporate Communications and the involvement of Banting high school students and the University of Western Ontario Corporate Communications and Medical School, we were able to provide high profile "London" content that was broadcast to ail Canadians. 1.2 million Canadians watched the Banting episode, one of the highest rated profile during this series. As a direct result of the increased exposure to the museum, the museum has received a donation of a painting by Banting with an estimated value of $3000-$5000. In 2003, Landmarks London made an initial investment of $1 12,000 towards Phase 1 of their redevelopment plan. Banting House has indicated that they have a commitment from the Diabetes Association and Fanshawe College horticultural students to expand the Banting park, and enhance the entrance to the Old East Village neighbourhood through a phased in approach to this park. The museum continues to take advantage of their increased profile to build new investments and partnerships. London Children's Museum continues to leverage other levels of funding for capital improvements. In November 2003. Sue Barnes.~, announced ~~~ $100.000. ,~~ in funding from the'cultural Spaces program of Heritage Canada towards the expansion of the atrium, exhibits and performance space at the Museum. This will be matched by $200,000 from the museum's Reach for the Stars campaign. Future 'Landina Place' for Landmarks London During the 2004 budget process the sector expressed concern about the future resting place for Landmarks London and a desire was expressed to explore options for Landmarks London outside of the planning department. Since then, Controller Hume has established the Creative City Task Force where Landmarks London is represented by three individuals on the Creative City Task Force Working Group. Through these meetings, we have articulated the need for arts, culture and heritage to be considered under one B Meehan and V Stasiuk structure so that we can continue to contribute to London as a creative city. PREPARED BY: ., .. February 2,2005 lvs Attachments: Doors Open Insights report Doors Open attendance figures Banting House media clippings Landmarks London marketing materials DOORS OPEN VISITOR SURVEY I TABLE OF CONTENTS Summary Tabulation Map of London for Location Codes Sample Questionnaire Full Tabulation of Results \. Phone: 519.679.01 IO Fax: 519679.1624 [email protected] q3NSloHT- I\ SUMMARY TABULATION I THE RESEARCH October 3 and 4,2004 marked the third annual Doors Open event to be held in London, Ontario. Organizers commissioned Insights to assist with the design and tabulation of a visitor survey.