The Value of Presenting A Study of Performing Arts Presentation in Canada Erin Benjamin and Frédéric Julien, CAPACOA Inga Petri, CMRP, Strategic Moves.

1

The Value of PresentingA Study of Performing Arts Presentation in Canada

Erin Benjamin and Frédéric Julien, CAPACOAInga Petri, CMRP, Strategic Moves

CPAF / OPSACOttawa, May 30, 2013

2

Clarify relationship

between presenter and communities

Big Needs

Understand value and benefits

Increase awareness

and understandin

g of presenting/ presenters

3

Pressures

Presenting Field

Changing demographics

Changes in technology

Economic issues

Fluid funding environment

Lack of awareness of

presenters

4

Goals of project

• To identify, understand and communicate the value and benefits of performing arts presentation for Canadians.

• To define and raise awareness of the role of the presenter in the arts ecosystem, in communities, in society with the next 20 years in mind.

• To identify commonalities and differences among the diverse presenting field.

• Trends in the sector.

5

Scope

6

Broad, open collaboration

Project Identity• Engagement

platform

Background• Literature• History

Qualitative• Interviews

Surveys• Presenters• Canadians

Dialogue• 11 sessions• Online input

Interim Report & Supplements

Explore/engage/validate• 7 webinars• 12

workshops/presos

Report• Infographics• Canadian Atlas

Communication• Presentations• Social media / MR

Application in Field• Professional Dev.• Decision-making

7

Most Canadians are engaging in the performing arts today

Calgary Folk Music Festival

Photo credit: Dave Kenney

8

Amazing breadth of attendance

Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca

75% Canadians attended in 2011 + 11% ever attended

9

Attendance includes broad socio-economic groups

2 in 3 Canadians who– earn less than $40,000 or– do not have university education or– live in communities with a population under 25,000

… attended in 2011.

Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca

10

Canadians attend in many venues

Private venue

Places of worship

Museum / Art gallery

Stadium / Circus

Restaurant / Bar

Community space / Schools

Outdoors

Performing arts facility

12%

20%

25%

27%

34%

39%

50%

75%

Types of Venues Attended

Canadians (N= 751)

Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca

11

Younger Canadians attend more

Canadians (N=1,029) < 25 (n=123) 25-34 (n=183) 35-54 (n=343) 55+ (n=374)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14% 15% 16% 19%10%

33%36% 37% 33%

31%

21%21%

25%18%

22%

7%9%

5%

6%

7%

Frequency of Attendance by Age, 2011

1 time 2 to 4 times 5 to 11 times 12+ times

Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca

12

Media-based viewing augments live performance

On the Internet

Television/radio

Live performance

25%

36%

71%

46%

71%

75%

Canadians' live attendance, media-based consumption and its importance

Watched/attended within last 12 months Importance = high

Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca

13

Canadians recognize contributions to communities, quality of life and well-being

Cynthia Soudin and KoboTown. Alianait Arts Festival, Iqaluit, Nunavut, 2009. Photo: Ed Maruyama

14

Canadians get: Both … And

Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca

Individuals who attend

29%

Community as a whole29%

Both equally36%

Neither2%

DK4%

Who benefits more from the presentation of performing arts (N=1,031)

15

Individual benefits

Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca

Enter

tainmen

t, fun

Stimulati

on

Experi

ence

someth

ing new

Exposu

re to differe

nt cultu

res

Socia

l opportu

nity

Expres

sing m

yself/

themsel

ves

Contemplat

e Past

, pres

ent, f

uture

No benefi

t0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Personal main benefits of attendance< 25 (n=123)25-34 (n=179)35-54 (n=341)55+ (n=371)

16

Language matters: Community benefits

What do you think that the main benefits of having performing arts presentation in the community are? (Up to 3)

As a performing arts presenter, what do you consider the top 3 benefits of your organization to your community? (Up to 3)

Canadians(N = 1,031)

Presenters (N=288)

Brings energy and vitality to community 42% Stronger sense of community identity or community belonging 76%

Improved quality of life and well-being of residents 38%

More creative community 37% More creative community 52%Stronger sense of pride in community (22%) +Stronger sense of identity to community (15%) 33% Improved health and well-being of individuals

and families 30%

Greater economic development in community 32% Better understanding between cultures 29%

Better understanding between cultures 19% Increased cross-sectoral collaboration (e.g., business, culture, social services) 27%

Increased partnerships between different organizations in the community 12% Greater economic development 26%Better ability to attract and keep skilled workers in the community 10% Higher civic engagement 22%Raising public issues and generating public discussion in the community 8%

Greater safety through increased activity at night 4% Better capacity to attract and retain skilled workers 9%

Source: Value of Presenting-Survey of the General Public and Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca

17

Presenters, partnerships and community

18

Presenters: High effort in community development

< 5 k (N=70) 5 k - 99 k (N=107) > 100 k (N=111)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

84%79%

68%

57%

40%

69%

21%27%

40%

How much effort does your organization dedicate? High effort (4-5)

Artistic activities (season/festival planning, vision) Community development / social involvementMarketing/aud dev Artistic development (residencies, collaborations)Prof dev Technological advances

Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca

19

Partnerships very important to presenters

Arts Community Education Government Private sector None0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

86% 84%78%

67%64%

1%

Partnerships in last 3 years (small vs large communities)

All (N=288) < 5 k (N=70) > 100 k (N=111)

Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca

20

Altruistic motivations

Marketing and sales

Support for artists / artistic community

Audience development

Enrichment of community

50%

65%

84%

84%

31%

52%

63%

82%

General objectives and specific objectives in non-arts partnership

Objective of most recent non-arts partnership (N=147)Typical objectives of partnerships (N=195)

Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca

21

Societal benefits

• Other benefits identified in the literature:– Health– Volunteering– Civic engagement– Better education outcomes– Social cohesion– Economic development

22

Looking ahead

23

Reframe: Demographics = opportunity

Average age: 26 Average age: 45

40 y

ears

60 y

ears

50 y

ears

Average age: 41

20

40

60

80

0

100

Source: Statistics Canada census

New questions have to be considered, if 80+ year-olds are to be regular attendees.New skills needed to reach and engage several generations at once.Need to understand your own community demographically.

24

Technology drives changes

1990s 20011998 2003 2004 2005 2006 2007 2008 2010 2011

4G LTE

What will this capacity unlock in the performing arts?

2012

25

Implications for arts funders

• How might performance measurement shift, if public engagement and value to Canadians are at the forefront of considerations?

• How are we able to support the multifaceted skills (IT, public engagement, others) needed in today’s performing arts sector?

• How should the 21st century performing arts venue look like?• Is the webcast of a show a cultural service or a cultural good? • How do we see the role and purpose of arts organizations’

community-based partnerships?• How do we see our mandates – as arts funders or as arts

organizations – shift or broaden to encompass the public benefits identified in this study and in other studies?

• …

26

What’s next for CAPACOA

• Develop comprehensive database of presenters• Conference presentations• Tour the study• Explore new partnerships• Ensure ongoing research

27

THANK YOU!ERIN BENJAMIN AND FRÉDÉRIC JULIEN, CAPACOAFREDERIC.JULIEN@CAPACOA.CA613-562-3515

INGA PETRI, CMPR, STRATEGIC MOVESIPETRI@STRATEGICMOVES.CA613-558-8433

WWW.CAPACOA.CAWWW.VALUEOFPRESENTING.CA