FUTURE MELBOURNE (ARTS AND CULTURE) COMMITTEE REPORT Agenda Item 5.1 MELBOURNE INDIGENOUS ARTS FESTIVAL 2014 12 March 2013 Presenter: Jane Crawley, Manager Arts and Culture Purpose and background 1. The purpose of this report is to provide the Future Melbourne Committee with a review of the inaugural 2012 Melbourne Indigenous Arts Festival and to seek approval of a draft framework for the delivery of a second festival in 2014. It is proposed that the Melbourne Indigenous Arts Festival become a City of Melbourne biennial event. 2. In 2010–11, Council proposed the delivery of an Indigenous Festival to profile the strength and diversity of Indigenous arts and culture in Melbourne and committed $100,000 to support the scoping and development of an inaugural festival. At its 19 April 2011 meeting, Council resolved to endorse a pilot Indigenous Arts and Culture Festival to take place in February 2012 and a further $120,000 was committed to support the festival as part of the 2011–12 budget process. 3. The inaugural festival took place 10–12 February 2012 with Federation Square providing the key venue focus. The Festival was guided by an Indigenous Steering Committee which developed a vision and framework. Key festival statistics include 81 performances; 255 artists; 10 film screenings; 25 artist talks; four visual arts exhibitions; four children’s workshops; and attendance figures of 87,000 at Federation Square over the period. Key issues 4. Evaluation of the 2012 festival was conducted by social research firm GA Research. Attendees surveyed rated the festival highly successful with 84 per cent indicating they would attend again. Approximately one third of those surveyed (32 per cent) identified themselves as Aboriginal or Torres Strait Islander pointing to the festival’s considerable community support. As at February 2012, the festival had achieved the highest score of all City of Melbourne events researched by the company with an overall Triple Bottom Line score of 8.7 out of 10, representing averages for overall value for money, experience and environmental management. A detailed evaluation of the 2012 festival is contained in Attachment 2. 5. The cost of delivery of the 2012 festival was $463,583. Funding of $220,000 was committed to the festival from Council’s 2010–11 and 2011–12 budget processes. Additionally, key programs within the branch including Public Art, the Art and Heritage Collection, Arts and Participation, Signal and ArtPlay, programmed Indigenous content to coincide with the festival. This content was costed at $243,583 with funds sourced from the branch’s 2011-12 operational budget No external sponsorship or funding was secured primarily due to lack of confirmed program details in time to meet funding deadlines. Additionally, transitional arrangements at state government level precluded out of round support for the festival. Support was provided by Federation Square Ltd. in the form of significant discounting of all hire fees. 6. The estimated cost of delivery of a festival in 2014 is $577,000. This would include the support of the festival’s programming, staffing, venue hire and marketing campaign. A draft 2014 festival budget is contained in Attachment 3. A proposed draft program for the 2014 festival is provided in Attachment 4. 7. Funding will be sought from the Australia Council’s Aboriginal and Torres Strait Islander Arts Board Music Program to present a profiled artist at a main stage venue and Arts Victoria have been approached to support Victorian Indigenous artists appearing in the program. Sponsorship opportunities are being pursued with Virgin Australia for travel support to enable artists from regional and remote Australia to participate in the festival to increase its reach and diversity. Tourism Victoria has expressed interest in the festival and discussions are ongoing. Potential venue partners Arts Centre and Malthouse have been approached to provide venue support and Federation Square has agreed to provide support as per the 2012 festival. Any funding and sponsorship secured will offset the cost to Council of the festival and will not be used to increase the festival program. Page 1 of 36
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8/13/2019 5.1 Melbourne Indigenous Arts Festival 2014
F U T U R E M E L B O U R N E ( A R T S A N D C U L T U R E )C O M M I T T E E R E P O R T
Agenda Item 5.1
MELBOURNE INDIGENOUS ARTS FESTIVAL 2014 12 March 2013 Presenter: Jane Crawley, Manager Arts and Culture
Purpose and background
1. The purpose of this report is to provide the Future Melbourne Committee with a review of the inaugural2012 Melbourne Indigenous Arts Festival and to seek approval of a draft framework for the delivery of asecond festival in 2014. It is proposed that the Melbourne Indigenous Arts Festival become a City ofMelbourne biennial event.
2. In 2010–11, Council proposed the delivery of an Indigenous Festival to profile the strength and diversityof Indigenous arts and culture in Melbourne and committed $100,000 to support the scoping anddevelopment of an inaugural festival. At its 19 April 2011 meeting, Council resolved to endorse a pilotIndigenous Arts and Culture Festival to take place in February 2012 and a further $120,000 wascommitted to support the festival as part of the 2011–12 budget process.
3. The inaugural festival took place 10–12 February 2012 with Federation Square providing the key venuefocus. The Festival was guided by an Indigenous Steering Committee which developed a vision andframework. Key festival statistics include 81 performances; 255 artists; 10 film screenings; 25 artist talks;four visual arts exhibitions; four children’s workshops; and attendance figures of 87,000 at FederationSquare over the period.
Key issues
4. Evaluation of the 2012 festival was conducted by social research firm GA Research. Attendees surveyedrated the festival highly successful with 84 per cent indicating they would attend again. Approximately onethird of those surveyed (32 per cent) identified themselves as Aboriginal or Torres Strait Islander pointingto the festival’s considerable community support. As at February 2012, the festival had achieved the
highest score of all City of Melbourne events researched by the company with an overall Triple BottomLine score of 8.7 out of 10, representing averages for overall value for money, experience andenvironmental management. A detailed evaluation of the 2012 festival is contained in Attachment 2.
5. The cost of delivery of the 2012 festival was $463,583. Funding of $220,000 was committed to the festivalfrom Council’s 2010–11 and 2011–12 budget processes. Additionally, key programs within the branchincluding Public Art, the Art and Heritage Collection, Arts and Participation, Signal and ArtPlay,programmed Indigenous content to coincide with the festival. This content was costed at $243,583 withfunds sourced from the branch’s 2011-12 operational budget No external sponsorship or funding wassecured primarily due to lack of confirmed program details in time to meet funding deadlines. Additionally,transitional arrangements at state government level precluded out of round support for the festival.Support was provided by Federation Square Ltd. in the form of significant discounting of all hire fees.
6. The estimated cost of delivery of a festival in 2014 is $577,000. This would include the support of thefestival’s programming, staffing, venue hire and marketing campaign. A draft 2014 festival budget iscontained in Attachment 3. A proposed draft program for the 2014 festival is provided in Attachment 4.
7. Funding will be sought from the Australia Council’s Aboriginal and Torres Strait Islander Arts Board MusicProgram to present a profiled artist at a main stage venue and Arts Victoria have been approached tosupport Victorian Indigenous artists appearing in the program. Sponsorship opportunities are beingpursued with Virgin Australia for travel support to enable artists from regional and remote Australia toparticipate in the festival to increase its reach and diversity. Tourism Victoria has expressed interest in thefestival and discussions are ongoing. Potential venue partners Arts Centre and Malthouse have beenapproached to provide venue support and Federation Square has agreed to provide support as per the2012 festival. Any funding and sponsorship secured will offset the cost to Council of the festival and willnot be used to increase the festival program.
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At tachments:1. Supporting Attachment2. GA Research: Attendee Perceptions Survey3. Indicative Budget4. Melbourne Indigenous Arts Festival 2014
2
Recommendation from management
8. That the Future Melbourne Committee :
8.1. note the review of the inaugural 2012 Melbourne Indigenous Arts Festival;
8.2. endorse the proposed draft program framework for a 2014 Indigenous Arts Festival;
8.3. refer consideration of inclusion of $577,000 in the Arts and Culture budget for the delivery of the2014 Melbourne Indigenous Arts Festival to the 2013-14 budget process; and
8.4. request Council’s administration seek external funding and sponsorship to offset the cost ofCouncil’s support of this initiative.
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1. Legal advice will be provided as required in respect to the proposed festival.
Finance
2. The festival is estimated to be able to be delivered within an indicative budget of $577,000. It isintended to include $287,000 in the 2013-14 Arts and Culture branch budget. This can beachieved with the target set for the branch. Additional funds of $290,000 would need to beprovided by Council. Funds for the 2013-14 Annual Plan and Budget will be subject tonormal budget approval processes.
Conflict of interest
3. No member of Council staff, or other person engaged under a contract, involved in advising on orpreparing this report has declared a direct or indirect interest in relation to the matter of the report.
Stakeholder consul tation
4. Consultation with Indigenous stakeholder organisations and individuals occurred in the development anddelivery of the festival through engagement in programming, participation on the festival steeringcommittee and through the Indigenous Arts Advisory Panel (IAAP).
5. Formal debriefs were held with the above stakeholders and Council officers and the feedback was on the
whole positive with many stakeholders requesting that the festival be presented annually.
Relation to Council Policy
6. The Indigenous Arts and Cultural Festival relates to Council Plan 2009-2013 in particular the goal of ACity for People which states 1.1.1. “Create an environment that is inclusive and accessible andencourages participation” and 1.4.1. “Contribute to arts and cultural, heritage, social and economicoutcomes for the Indigenous community”. The festival also reflects the Council Plan goal of Creative City,in particular objective 2.2.1 “Encourage access to and participation in the arts” and 2.2.3 “Encouragediversity in the arts”.
Environmental sustainability
7. Environmental Sustainability issues and Council’s Eco-City objectives will guide the development anddelivery of the Indigenous Arts Festival. GA research survey of attendees at the 2012 festival rated theevent 8.2 out of 10 in the environmental management and sustainability measure. This is a very strongresult that will guide the development and delivery of the festival in 2014.
Attachment 1 Agenda Item 5.1
Future Melbourne Committee
12 March 2013
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The City of Melbourne (CoM) recently produced and presented the inaugural Melbour
(MIAF), which ran from 10th
- 12th February, 2012. The event included multiple art forms and was free to the public. It was held at Federa
performances, film screenings at ACMI, writer and visual arts forums at BMW Edge, adance performances and art exhibitions.
GA Research was commissioned to conduct an attendee-based evaluation of the inauThe broad objectives of the research were to gauge the success of the festival agains
o Raise awareness of the City of Melbourne’s commitment to Indigenous arts;
o Raise the profile and awareness of contemporary and traditional Indigenous art
o Promote and raise awareness of the inaugural Melbourne Indigenous Arts Fest
o Affirm the position of the City of Melbourne as the arts capital of Australia;
o Position the City of Melbourne as making all forms of art more accessible;
o Position the City of Melbourne as a strong supporter of Victorian Indigenous art
o Promote Indigenous arts in the wider community;
o Promote the festival as the first of its kind within a capital city; and
o Communicate the events and resources within the City of Melbourne municipali
The research findings will be used to identify strengths and weaknesses of the festivaimproved in future.
Specific lines of enquiry and questionnaires were developed and finalised in close conof the questionnaire is included in the Appendix.
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A quantitative survey was undertaken with attendees of the 2012 Indigenous Arts Festconducted by way of intercept interviews over the three festival days spanning the 10th
2012.
o Fieldwork was undertaken by AFS. Allocated hours were based on expected attedays. Recruiters roamed throughout the event sites and approached every possthe sample as inclusive as possible. A minimum quota of n=30 interviews with Inand Torres Strait Islander or ‘ATSI’) attendees was set.
o Attendees were asked to complete a short 6-8 minute face-to-face survey about
o To help boost sample sizes and survey representativeness, participants were giv$200 JB Hi-Fi voucher.
o A sample of n=130 completed interviews was achieved, including n=42 Indigeno
The maximum margin of error for the total online sample of n=130 against the esattendees (N=90,000+) is +/-9% at the 95% confidence level.
Furthermore, a good range of festival dates, locations, times of arrival and depasample size is robust, and there is enough diversity in the results to suggest the solid measure of the overall perceptions of festival attendees.
Methodology
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In preparing this report we have presented and interpreted information that we believe completing the agreed task in a professional manner. It is important to understand thaensure the accuracy of all the information incorporated in this report, information has bsample based quantitative surveys as estimates of attendee profiles and attitudes. Wassumptions as a part of interpreting the data incorporated in this report, we have sougassumptions clear.
Similarly, we have sought to make clear where we are expressing our professional opifindings. Please ensure that you take these assumptions into account when using our rdecision-making. We are more than happy to discuss the analysis and recommendatio
This project was conducted in compliance with AS: ISO20252 guidelines.
Significance testing between subgroups in the attendee survey sample (e.g. males vs. conducted at the 95% confidence level.
Results with base sizes less than 30 are small and should be interpreted with caution. “!”.
The rating scale used throughout the survey was an eleven point scale where ‘excellenwas 0. For brevity and to make the findings clearer, the ratings are netted throughout tbelow. Please note that in this report rating points 8 through to 10 have been labelled ‘
have been labelled ‘good’, ratings of 4 or 5 are labelled as ‘fair’ and ratings of 0 through
Notes to the Reader
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Q2. Firstly, just a couple of questions about you. May I ask your age please?Q3. Do you indentify as Aboriginal or Torres Strait Islander?
Base: Respondents who identified as ATSI (n=42). Q4. What is your language group or clan?
Respondent Age Gender
The mean age of those who attended the Melbourne Indigenous Arts Festival was 41 years, with responOverall 53% of the sample was aged over 40, and just over one fifth (22%) of those surveyed were aged
Around two thirds of attendees came from greater Melbourne (65%), while a quarter were from interstatregional Victoria. In total, participants came from 79 different suburbs or towns.
Close to a third (32%) of those surveyed identified themselves as Aboriginal or Torres Strait Islander (ATup 21% of these attendees. Other clan groups represented by surveyed attendees of the event were GaWurundjeri (7%) and Gunditjmara (5%). ‘Other’ language or clan groups made up 48% of self-identified
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Base: All respondents (n=130)Q10. Do you know which organisation presented and hosted the Melbourne Indigenous Arts Festival?
Of the attendees surveyed, almost half (47%) were able to correctly name the festival presenter and compares very well against other events that GA Research has evaluated (with host awareness gene
although the surveys for other events take place via online surveys at least a day after they have attemethodological element to this difference.
o Respondents were more likely to name the City of Melbourne as the host rather than Melbournrespectively).
Visitors from interstate or overseas were significantly more likely to be unable to name the host (76%Melbourne (37%).
Unprompted Knowledge of Festival Presenter and Host
Organisation Mentioned
City of Melbourne
Melbourne City Council
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Q12. On which days did you attend, or will you attend the Festival? [MULTIPLE RESPONSE]
Q13. For each of the following, please tell me whether you have gone, or plan to go to them as part of the Festival
RESPONSE]
Days Attended/Planned Attendance
(Net)
Respondents were asked which days of theto attend. Sunday was the most popular dayrespondents either having attended or planfestival (75%). However Friday and Saturda ATSI attendees: 52% compared with 22% oand 90% compared with 56% of non-Indige
While almost half of those surveyed only exfestival (47%), a small majority either went othree days (21%) of the festival.
Almost all (95%) festival attendees went or Also popular were dance performances (60exhibitions (51%) and theater/cabaret perfo
Activ it ies Part icipated In At ten
Music performances 62%
Dance performances 26%
The Koori market 17%
Art exhibitions 23%
Theatre or cabaret performances 19%
Film screenings 14%
Artist talks 12%
Children’s activities 6%Days Attended/Planning to
Attend (Combinat ion)%
Friday only 5%
Saturday only 15%
Sunday only 26%
Friday and Saturday 4%
Friday and Sunday 2%
Saturday and Sunday 27%
Friday, Saturday and Sunday 21%
47% oneday only
32% two
days
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Q14. Out of ten, how would you rate your overall experience of attending the Melbourne Indigenous Arts Festival,
Q16. Out of ten, how would you rate the environmental management and sus tainability of the Melbourne IndigenQ17. Whether or not your spent money as part of attending, how would rate the overall value for money of attendi
A great majority of attendees (86%) felt that the Festival offered ‘excellent’ value for money (givia very high average rating of 9.4 out of 10. This was the highest rated of the three key triple botreflecting the fact that the festival was free, in combination with what were seen as a high qualitythe report).
Three quarters of attendees rated their overall experience of attending the Festival as ‘excellent
Overall ratings of environmental management and sustainability were slightly lower, with 61% gproportion of attendees were unable to provide a rating (18% ‘don’t know’).
By combining the average ratings for these three key measures, we arrive at an overall TBL scoscore out of all of the City of Melbourne events that GA Research has evaluated.
Ratings were fairly consistent across each of these indicators among both non-Indigenous and A
Av
(Out
Triple Bottom Line Key Performance Indicators
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Q15. What made you give that rating? Any other reasons? [MULTIPLE RESPONSE, POSITIVE RESPONSES <5
Respondents were asked why they overall experience at the festival. Resubsequently coded into response t
Almost one in four (22%) attendees positive because it was enjoyable/e‘good music/liked the music’ as a reIndigenous attendees were significaattendees (25% versus 7%).
ATSI attendees were more likely to Indigenous culture’ (26%) and ‘to mpositive reasons for their overall exp
Only a small number of negative reaPlease note that each 2% mention arespondents.
Top Positives (Unprompted)
Neg
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Q18. Using that same scale, out of ten, how would you rate the following aspects of the (Melbourne Indigenous Art
Respondents were asked to rate a range of aspects of the festival; all of which were very highly rated o
The highest ratings were given for the behaviours of attendees in protecting the environment, with 87%or more (9.3 on average). ATSI attendees were significantly more likely to give an ‘excellent’ rating onattendees (98% compared to 82%).
Festival attendees also rated the quality of the performances highly, with 85% giving a rating of ‘excelle
Ratings were almost on par for the cultural value of the festival, and the variety of artists and activities average rating of 9.1 out of 10.
‘The value of the festival in teaching you new things’ received a slightly lower rating, with 70% of attendthis is still a very positive result.
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Q19. How much do you agree or disagree with the following statements about the Melbourne Indigenous Arts Fest
Attitudes towards the festival were also measured. Almost all of the festival attendees surveyed agreeawareness of Indigenous arts and culture’ (96% net agree somewhat / strongly). Most also agreed tharts and culture easier to access’ (93%), and promotes new Indigenous artists’ (92%).
The vast majority agreed that the festival ‘helps position Melbourne as the arts capital of Australia’; 82agreeing strongly (65%). Respondents were less convinced that the festival made them ‘see Indigeno(64% net agree and 26% neither agree nor disagree).
There were no statistically significant differences between ATSI attendee responses and non-Indigenthese statements, although Indigenous attendees were notably more likely to agree strongly with a cofestival made them see Indigenous art in a new light (52% vs. 36% of non-Indigenous attendees), andartists (86% vs. 74% respectively).
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Most respondents (85%) had attended at least one arts or cultural event in the last year. Over four out omore, and 72% have attended three or more arts or cultural events in the last year. Of those who had aevents, 70% had been to one (or more) with Indigenous arts or culture on the program.
Respondents were asked how they thought the Melbourne Indigenous Arts Festival compared with othegeneral and with Indigenous elements. Most thought that it was on par if not better and few thought thatthird (37%) felt that the Melbourne Indigenous Arts Festival was better than other Indigenous arts or cul
only 3% said it was ‘not as good’.
The majority (84%) of 2012 festival attendees indicated that they were somewhat or highly likely to atten
Comparison to Other
Arts / Cultural Events
Base: All respondents (n=130). Q7. Apart from this Festival, roughly how many arts or cultural events have you go
exhibitions, theatre etc. / Base: Respondents who have been to at least one other cultural event in the past year (nIndigenous arts or culture on the program? / Base: All respondents (n=130). Q20. Thinking about other arts and cu
the Melbourne Indigenous Arts Festival is…? / Q21. Thinking specifically about other Indigenous arts and cultural
say the Melbourne Indigenous Arts Festival is…? / Q22. Out of ten, how likely are you to attend the Melbourne Ind
held again next year, where 10 means extremely likely and 0 means not at all likely?
Comparison to Other Indigenous
Ar ts / Cultural Events
Likelihood o
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Q23. Finally, what suggestions do you have for how the festival could be improved in the future? This could be in terexperience, things you’d like to see on the program, or any other ways it could be improved. [MULTIPLE RESPONS
CHARTED
Almost one fifth (18give to improve thetook the opportunity‘great/perfect/had athat the festival con
Among those who dresponse was that promoted or advert
mentioned (25%).
A range of other suthan one in ten respwanted to ensure thdetails on the artistperformances or mmore information asignage (6%), and encouraged (6%).
A few suggested an
that this element mattendees are awar
Responses given battendees were fair12% of ATSI attendcooking displays veattendees.
Suggestions for How the Festival Could be Improved in Future
(Top Mentions)
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Festival Information Booth On Site in Federation Square.
Music
Jessica Mauboy Archie Roach
Live music program at Federation Square Main Stage. Friday, Saturday and Sunday. Anticipated4 hours per day 6pm-10pm. A combination of commercial artist and lesser known.
Presenting partner and funding for a special music event at Arts Centre or other CBD venue.Potential artists include Archie Roach or Jessica Mauboy.
Town Hall Grand Organ concert featuring Bart Willoughby
Federation Bells composition commission with an Indigenous artist
Theatre/Performance
Partner presentation with Ilbijerri Theatre at the Arts Centre or Malthouse Theatre.
Visual Arts
Weaving Workshops with Ghost Net Weavers from Cape York
Heritage and Collections : Exhibition at City Gallery
Public Art Program: Commission or additional support to weaving project
Indigenous Arts Grant recipients deliver projects during the festival.
CBD Commercial Galleries signed up to the Code of Practice to program exhibitions
Film Blak Nite Cinema at ACMI on Saturday & Sunday
Attachment 4 Agenda Item 5.1
Future Melbourne Committee12 March 2013
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