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Created in BarrieUnderstanding Barrie’s Arts & Culture Markets

The Resource Management Consulting Group

www.rmcg.ca

March 23, 2010

Presentation at

Department of Culture Annual Update

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To understand market opportunities for Barrie’s A&C sector

Barrie’s regional positioning for A&C

Input to Strategic & Business Plans

Baseline research to measure future growth of the A&C market

Input to future cultural infrastructure projects

Why?

→ Market information to share with A&C orgs & Tourism Barrie

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How?

Phase 1: Barrie Arts Committee Input Workshop

Phase 2: Resident Surveys

710 Barrie (half north & south)

693 Regional (half north & south)

Phase 3: Barrie Resident Focus Groups

Participants recruited from resident survey

Phase 4: Geo-demographic analysis using PRIZM “lifestyle” clusters

Bracebridge

Gravenhurst

Aurora

Newmarket

Alliston

Collingwood

Midland

Barrie

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Important Definitions

Participation

Audience

Performer or artist

Student

Member of an organization

4

Arts & Culture

All varieties of music (rock, jazz, folk, classical)

All types of performances (drama, dance, music, readings)

All type of visual arts (galleries, tours)

Community events with an A&C component

History (museums, re-enactments, historical sites and events)

Cultural heritage celebration

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Barrie Respondents

Lived in Barrie average of 18 years

Range <1 to 40 years

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“Respondents” vs “Residents”

Screened for participating in Arts & Culture in past 3 years

Barrie & Regional respondents similar

Young to senior (Region more seniors)

Post-secondary educated

85% households had 2+ people

Just over 1/3 had children at home

Projecting to the Barrie population, based on the results of the survey screening question…

→ ~ 2/3 of Barrie & regional residents participated in A&C in past 3 years

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Most Barrie respondents’ children participate, projecting to the population…

→ 2/3 of Barrie children involved in A&C

Barrie respondents participate in BarrieMost regional respondents participate in community, skip over Barrie and go to Toronto

Barrie and Regional respondents have very similar patterns

Highest participation in Music, Drama/Dance, Visual Arts

Almost all attended performances/shows/events

Over 30% involved as performers/organizers/students

Barrie respondents have higher arts & crafts participation (Kempenfest)

Respondents’ Participation in A&C

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0% 20% 40% 60% 80% 100%

Poetry/literature

Cultural heritage

History

Visual arts

Drama/Dance

Arts & Crafts

Music

N=85-551

Where Barrie Respondents Participate

Barrie Toronto/GTA Other

Barrie vs The Region Barrie respondents had highest participation

in Barrie for all categories

Very high Arts & Crafts participation

0% 20% 40% 60% 80% 100%

Poetry/literature

Cultural heritage

History

Visual arts

Drama/Dance

Arts & Crafts

Music

N=86-565

Where Regional Respondents Participate

Barrie Toronto/GTA Other

Travel from Barrie for at least one performance/year?

70% of respondents = 47% of residents

Orion (2005) 54% of residents

Barrie for arts & crafts

GTA big music draw

Own communities for everything else, except…

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Average 2009 Household Arts & Culture Spending

Barrie Region

Equipment/Accessories $946 $298

Attendance at events $841 $725

Lessons $367 $263

Total $2,154 $ 1,286

N=577-665/574-637

1 City of Barrie Households, 2006 Census of Canada, http://www40.statcan.ca/l01/cst01/famil124e-eng.htm2 Building a Creative Future: A Plan for Culture, Final Report, City of Barrie, April 2006

Respondents’ Annual Household A&C Spending

Projected annual direct spending of Barrie households on A&C…

64,0001 x.67 = 42,880 participate in A&C x $2,154 = $40.5 M annually

Barrie residents tended to spend more than regional residents for all three categories. This much higher value for equipment & accessories resulted from 4 respondents who each spent between $40,000 and $250,000.

Building a Creative Future2

Cultural goods and services economy in Barrie is close to $95 M annually (included home-based activities, such as home entertainment and reading, which dominated cultural spending)

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PRIZM C2 Geo-Demographic Analysis

Tool developed by Environics Analytics Group

ww.environicsanalytics.ca

Market segmentation based on lifestyle data, demographics and geography (PCs + CDs)

66 clusters developed for Canadian residents

Information about lifestyle and leisure preferences

Used by Ontario & Federal governments for tourism, many others (Aeroplan, United Church of Canada, Canadian Cancer Society and more)

For Barrie Culture

Better understanding of A&C markets

Product - market matching

Insight into effective ways of attracting and marketing to segments

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PRIZM for A&C in Barrie

Calculated a Barrie A&C Index for Barrie’s PRIZM clusters (25)

A&C Index = % of A&C sample

% of pop

Identified 11 target clusters

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Highest Score = 358

Lowest Score = 05 clusters

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Making Decisions About

Participating in A&C

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Women lead family decisions

Primary Decision-Maker

Barrie Region

Together 54% 54%

Female 38% 38%

Male 8% 8%

N=699/679

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Finding out about A&C…

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0% 20% 40% 60% 80% 100%

Word of Mouth

E-mail

Internet

Magazines

Social media

Radio

Newspaper

N=708/688

Finding Out

Barrie respondents Regional respondents

#1

Traditional media still strong

Social media!!

Respondents were asked to select from a list, which did not include local television stations,

an additional source of information about local arts and culture.

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0% 25% 50% 75% 100%

Hamilton

Muskoka

Niagara

Rama

Stratford

Midland/Penetang

Ottawa

Simcoe County

Orillia

GTA

Barrie

N=618/577

Where?

57% of Regional respondents identified Toronto experiences

24% participated in Barrie

89% of Barrie respondents participated in their most importantA&C activity in Barrie

The Most Important

Arts or Cultural Activity, Performance or Event

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Barrie Respondents

Kempenfest

Music concerts

Theatre/musicals

Gryphon Theatre

Museum/art gallery

MacLaren

Dance/ballet

Theatre by the Bay

Choir

Caribfest

Arts & Crafts

Film Festival

Talk is Free Theatre

Jazz /Blues Fest

New Years Eve

Celebrate Barrie

Historical Events

Christmas events

30%

16%

14%

5%

4%

4%

3%

3%

3%

2%

2%

2%

1%

1%

1%

1%

1%

1%

The Most Important A&C Activity/Performance/Event

Two new events: Caribfest & Film Festival

Gryphon, MacLaren & Theatre By The Bay

puts Barrie on the map

Named Barrie experienceExperience categoryN=617

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Regional Respondents

Theatre/musicals

Music concerts

Museum/art gallery

Kempenfest

Dance/ballet

Arts & Crafts

Cultural/Ethnic

Historical Events

Film Festival

Education/school

Stratford/Shaw

Gryphon Theatre

MacLaren

Choir

Jazz and Blues

Christmas Events

33%

26%

11%

6%

5%

3%

2%

2%

1%

2%

1%

1%

1%

1%

1%

1%

Named Barrie experienceExperience category

The Most Important A&C Activity/Performance/Event

puts Barrie on the map

N=578

Gryphon & MacLaren

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Barrie Respondents

Kempenfest

Music concerts

Theatre/musicals

Gryphon Theatre

Museum/art gallery

MacLaren

Dance/ballet

Theatre by the Bay

Choir

Caribfest

Arts & Crafts

Film Festival

Talk is Free Theatre

Jazz /Blues Fest

New Years Eve

Celebrate Barrie

Historical Events

Christmas events

30%

16%

14%

5%

4%

4%

3%

3%

3%

2%

2%

2%

1%

1%

1%

1%

1%

1%

Regional Respondents

Theatre/musicals

Music concerts

Museum/art gallery

Kempenfest

Dance/ballet

Arts & Crafts

Cultural/Ethnic

Historical Events

Film Festival

Education/school

Stratford/Shaw

Gryphon Theatre

MacLaren

Choir

Jazz and Blues

Christmas Events

33%

26%

11%

6%

5%

3%

2%

2%

1%

2%

1%

1%

1%

1%

1%

1%

0% 25% 50% 75% 100%

Your job

Student

Performer/artist

Organization member

Parent/supporter

Spectator/audience

N=622/583

How?

The Most Important A&C Activity/Performance/Event

Almost everyone is a spectator

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Along with Toronto, Barrie seen as a

vibrant community for arts & culture

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Ontario communities with most vibrant A&C scene

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0% 20% 40% 60% 80%

Collingwood

Midland/Penetang

Muskoka

Orillia

Niagara-on-the-Lake

Ottawa

Stratford

Barrie

Toronto/GTA

N=637/595

Vibrant A&C Scene

Barrie respondents Regional respondents

0% 20% 40% 60% 80%

Facilities/venues

Aesthetics/geography

Attendance/size

Community participation

Multi-cultural

Funding/quality/producti…

Variety/choice/diversity

N=637/574

Why?

Barrie respondents Regional respondents

Toronto first, Barrie second

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In their own words…

The excitement of people involved… they give 150% and we try support each other

The lake and beauty of Barrie

The city itself, not as big as Toronto, makes it feel like a gathering of friends

It's a local happening and you don't have to travel for it and you support your community by doing it

A lot of things to choose from, good quality and entertainment

Because it comes up with new ideas and there’s always something to do there

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Barrie

Variety of venues, gives you more choices

Eclectic assortment of people

Draws larger professional productions

Toronto

High quality performance - restaurant facility combination at a reasonable price

Stratford/Niagara-On-The-Lake

The many events that occur.

It’s bilingual and it’s the capital.

Ottawa

Everybody buys in and everyone shows up

Availability of shows at a good price

Orillia Muskoka It has a lovely

historic downtown, many artists, great music scene, good arts council

Collingwood

King’s Wharf Theatre and historic sites

Dynamic artists group and local theatre group

Mid-Penetang

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Projecting…

→ 50% of Barrie & 20% of regional residents participated in Barrie A&C in the past year

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Festivals & events are Barrie’s mainstay Almost all Barrie respondents participated High proportion of regional respondents participated

Attendance at Barrie’s A&C Attractions,

Events & Performances in the past year

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Barrie Respondents’ Attendance (past year)

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0% 10% 20% 30% 40% 50% 60% 70%

Barrie Art Club

Poetry/lit

Lawn Chair Luminata

Barrie Film Festival

Barrie Concert Assoc

Kempenfelt Players

Talk is Free

Folk

Orchestra

Caribfest

Theatre by the Bay

Choir

Jazz

MacLaren

Downtown Countdown

Rock

Gryphon theatre

Celebrate Barrie

Kempenfest

N=710

Attendance at Barrie A&C Attractions

0% 20% 40% 60% 80% 100%

Poetry or lit reading

Visual arts

Performing Arts

Music Performance

Festivals & Events

N=710/693

Attendance at Barrie A&C Attractions

2/3 went to Kempenfest 2009

1/3 went to Celebrate Barrie, Gryphon Theatre and rock music performances

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Overall Ratings

Barrie Region

Festivals & events 7.3 6.8

Getting involved 6.6 5.8

Variety 6.3 6.1

Facilities/Venues/Places 5.8 6.2

Solid Strengths

Community/people/talent

Variety & choice

Location

Can Improve…

More/improved venues

Better advertising

Variety of events, performances, activities

Ratings for Barrie’s A&C scene: Mediocre

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1) More/improved venues

A better venue or building (we only have Georgian College as a theatre)

Build a proper performing arts venue downtown

Having a building in the city where all things are under one roof (culture centre)

2) Better advertising

More lead advertising so people know ahead of time to plan

Web/paper/magazine page what's on Barrie for all art & culture, a weekly listing

Having a centralized place that would advertise all of these things

3) Variety of events, performances/activities

Additional types of festivals/music festivals, a little more worldly

Involve more of the newer ethnic groups in town in different cultural events

They can offer more outdoor concerts and bring in the larger groups they used to have

In their own words…

1) Better advertising

I'm an out of towner. I am a half hour away and don't know what's going on.

Earlier and wider geographical promotion

Notification in the community papers in the surrounding area

2) Increased variety of events/diversity

It has to have more variety and imagination, not the same as other communities

I think more cultural diversity

More festivals/different cultural festivals

3) Improved/increased facilities/venues

Appropriate arts center. More all the arts including workshops and studios

Downtown theatre

Re-create atmosphere at Molson park

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Barrie RespondentsRegional Respondents

N=533

N=379

One way the City of Barrie can improve A&C in the community?

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The Future

Sustainable cultural centre Performing house

Space for studios, teaching, mentoring

Distinctly Canadian

ExcellenceRecognized on provincial/national scale (event?)

Not an ordinary place

Outdoor concert venue (Molson Park)

Outdoor environment Water and forests

Outdoor arts

Gardens

Multiculturalism/local identity

Youth involvement

Accessible

Enough to attract visitors for more than a day

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If Barrie was as an important A&C centre, what would it be like?

Focus Groups

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What have we learned?

Barrie can claim the space as the “Regional A&C Hub”

Market strong, room to grow

~ 2/3 of Barrie & regional residents participated in A&C in past 3 years

½ of Barrie residents & ~20% residents participated in Barrie A&C last year

Annual resident A&C expenditure $40.5M

As a regional centre, people appreciate

Quality, variety, cultural diversity

Accessibility

Celebrating local talent

Setting and “vacation” atmosphere

Kempenfest put Barrie on the A&C map

Growing pains

Molson Park put Barrie on the map– now lost

Waterfront – losing setting by overuse (vendor control)

More facilities needed/wanted

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1. Improve A&C Communication & Awareness

2. Festival & Events Strategy & Action Plan

3. Improve A&C Spaces

Where can Barrie Culture go from here?

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1. Communication & Awareness

→ Brand Barrie Arts & Culture

→ Share market insight with A&C groups Highlights at A&C Annual Update

Custom analysis of 2009 survey for business decisions

→ Residents & participants should know… What is Arts & Culture?

Role of Department of Culture?

What is happening when, where?

→ Use the media of the future Internet, web sites, social media

Strategic marketing using market research

One group responsible for communicating A&C Logical, visible

Collaborative, consistent

Budget to keep up-to-date

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2. Festival & Events Strategy & Action Plan

→ Based on the research, recognize different events attract different markets

Local vs visitors

Build market recognition

Align competing festivals/events

Fit with Barrie & region

→ Nurture festivals & events that are uniquely Barrie (authenticity)

→ Cross-fertilize to build awareness, interest & participation in other A&C opportunities

→ Encourage accessibility for all

→ Evaluation and tracking - integrated across all events

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3. Improve Arts & Cultural Spaces

Barrie is the regional A&C hub for Central Ontario, but ratings are mediocre

Respondents identified what could be done…

→ Waterfront is the jewel, but concern about overuse Do all events have to be at the waterfront?

Sensitive use & design of waterfront for appropriate events

Recognize limited capacity, functionality, parking, access

→ Need sustainable Arts & Culture Centre More than a performing arts centre

Support local artists - artisans studios, practice spaces

Incorporate outdoor spaces in the community

→ Upgrade the Georgian College

theatre

→ Outdoor performance space Can we recapture what we’ve

lost? …Molson Park

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Thank You

Comments &Questions?