Napa County State of the Arts Presentation 2015

Napa County State of the Arts Napa Valley Performing Arts Center at Lincoln Theater

Welcome! Carlene Moore | Chair of the Board, Arts Council Napa Valley

NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5 # N V S OTA 1 5

@ A R T S C O U N C I L N V & @ A R T S C O U N C I L N A P AV A L L E Y

ARTSCOUNCILNAPAVALLEY.ORG

2014-2015 BOARD OF DIRECTORS




STAFF




Arts Council Napa Valley provides leadership that unites, supports, and enhances our exceptional arts

and culture community. VISION | Throughout Napa County the arts are celebrated, fostering a cultural center that inspires the world. VALUES | Innovation. Inclusivity. Collaboration. Integrity. Strategy. Fun.




MAJOR FUNDERS




Napa County State of the Arts February 17, 2015

Setting the Scene | Olivia Everett, ACNV

Opportunities for our Future Generations (K-12 Public Education) | Robin Hampton

The Visitor Audience | Kelly Konis, Visit Napa Valley

Promoting a Remarkable Cultural Community | Danielle Smith, Napa Valley Arts in April

Breakout Sessions




Setting the Scene Industry Trends and Highlights

The Napa County Environment & Arts Ecosystem

Olivia Everett | CEO, Arts Council Napa Valley NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5

# N V S OTA 1 5 @ A R T S C O U N C I L N V

& @ A R T S C O U N C I L N A P AV A L L E Y


NAPA COUNTY CULTURAL PLAN (2008) Core Values

1. We believe that self-expression is everyone's birthright.

2. We believe the arts can serve as a common language.

3. We believe the arts are critical to a healthy economy.

4. We believe the arts allow us access to our past, to ourselves, and to each other.

5. We believe the arts give us a sense of place, and a home.




Defining Cultural Process

3 Modes: How culture and knowledge are experienced and learned

Elite or Academic Culture | the culture and knowledge taught officially through formal curricula and instructions such as schools, colleges, museums, and conservatories, as opposed to folk culture or popular culture.

Folk Culture | culture and knowledge passed on over time informally by word of mouth, imitation, and observance in the context of daily life. Also known as traditional culture and folklife.

Popular Culture | culture and knowledge passed on through mass media such as the Internet, newspapers, radio, television, etc.

Source: Grantmakers in the Arts (http://www.giarts.org/article/glossary-arts-and-education-terms)




Defining Arts Ecosystem

1.  Who’s making and presenting art (Arts/Creative Community)

2.  Who’s participating with arts (Audience)

3.  Where are arts happening (Venues or Spaces), and

4.  What resources are fueling our arts and culture scene (Creative Economy).

Source: Urban Institute’s Arts and Culture Indicators Project (http://www.urban.org/projects/cultural-vitality-indicators/definition.cfm)




Defining Cultural Vitality "a community's evidence of creating, disseminating, validating, and supporting arts and culture as a dimension of everyday life.”

Source: Urban Institute’s Arts and Culture Indicators Project (http://www.urban.org/projects/cultural-vitality-indicators/definition.cfm)




State of the Arts | A National Perspective NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5







•  How is the internet affecting audience engagement?

•  How does a community balance high and low culture?

•  How can communities utilize Creative Placemaking ideas?

•  How can movement toward National Education Standards foster arts education?

•  Can we develop sustainable business models for arts non-profits?

•  How is elite art interfacing with modern arts audiences?

•  What role do the arts play in social justice and community issues?

KEY INDUSTRY ISSUES




AUDIENCE DATA

"The New Engines of Growth”

The National Governors Association Center for Best Practices’ "The New

Engines of Growth” (2012) focuses the arts, culture and design potential

role in governors’ policies to create jobs and boost their economies in the

short run and transition to an innovation-based economy in the long run.

Text from the President’s Committee on Arts & Humanities




Arts Matter to the Economy

In particular, arts, culture and design can assist states with economic growth because they can serve the following roles:

•  Provide a fast-growth, dynamic industry cluster;

•  Help mature industries become more competitive;

•  Provide the critical ingredients for innovative places;

•  Catalyze community revitalization;

•  and Deliver a better-prepared workforce.

Text from the President’s Committee on Arts & Humanities




2014 OTIS Report California Creative Economy




State of the Arts | The Napa County Environment




Pre-Cultural & Post Plan State of the Arts NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5




THE ARTS ECOSYSTEM HIGHLIGHTS

1980-1990s: Rise of Napa Valley Wine Region and New Wealth

1997-1999: Oxbow School, di Rosa & Napa Valley Museum open

2000-2006: •  Opera House, Lincoln Theatre, & Copia open •  Closure of 12 arts organizations in 2 years (est. 12%) •  Venue capacity greater than local audience (est. 79% local) •  Rising rents and decline of affordable work/exhibit spaces

2007-2009: Cultural Plan Created & Adopted | Great Recession Hits | Copia Closes




“The same people are constantly

tapped for giving and the reach is very

limited. As far as not only donor base but

interest and attendance at some events.” - Barbara Neiman, Yountville




“There has got to be some way

that groups could work

together with people planning

their events. I want to see the

groups get together a year in

advance, and just share the

information with each other.”

- Sharon Marks, Calistoga




“25 years ago I had a

theater company here…

The problem is

marketing and

population base. It’s

never been solved.” -  Lisa Myrick, St. Helena




CULTURAL CHANGES Breakdown old tactics and “me-centric” habits … Prepare the local environment and culture … Engage fresh ideas and programs … Build a new inter-industry and countywide framework … Focus on relevant audience and community needs …




Population = 140,000 (2014 est.)




Napa County is a rural community in the Northern California Bay Area. Napa County is rich in culture with conservative estimates of over 600 artists, 70 wineries with art

collections, 30 galleries, 8 venues, and more than 15 annual festivals.

Source: CA Dept. of Finance

NAPA COUNTY OVERVIEW

Population = 140,000 (2014 est.) Napa 76,997 (57%) American Canyon 16,031 (13%) St. Helena 5,993 (4%) Calistoga 5,302 (4%) Yountville 3,290 (2%) Unincorporated 28,356 (20%)




Source: CA Dept. of Finance Source: US Census Bureau Quick Facts http://quickfacts.census.gov/

NAPA COUNTY ECOSYSTEM

Age Groups 0 to 19 years = 25.8% 20 to 29 years = 12.3% 30 to 39 years = 12.2% 40 to 49 years = 14.1% 50 to 59 years = 14.2% 60 to 69 years = 10.7% 70 and over = 10.7%

23% of population is foreign-born. 2/3 of immigrant population are from Latin America (63% of this number from Mexico). Latinos are leading the county’s population growth. The number of Latino residents nearly tripled between 1990 and 2012 to 32%. 46% of students in Napa County public schools are Latino. Close to 50% of all students are current or former English Language Learners.




Source: Profile of Immigrants in Napa County

NAPA COUNTY DEMOGRPAHICS

“Many individuals and families are living in poverty in Napa County; over one

quarter of all residents and one third of families with children under 18 live

below 200% of the federal poverty level.”




Source: Live Healthy Napa County 2013 Report Highlights

NAPA COUNTY DEMOGRPAHICS

NAPA COUNTY ECONOMY

Source: 2012 Economic Impact of Napa County's Wine and Grapes | Visit Napa Valley’s 2012 Economic Impact Report




“82% of Napa County businesses are directly or indirectly related to wine, tourism, or hospitality.” economist Robert Eyler, Ph.D. (Sonoma State University) Main Industry = Agriculture (Viticulture) | est. 60% of workforce

•  Annual economic impact of $13.3 billion •  Jobs supported:46,000 FTE

Secondary Industry = Hospitality & Tourism | est. 14% of workforce

•  Visitors generated $1.4 billion in direct county spending •  Jobs supported: 10,498 FTE

What is Arts Council Napa Valley?

1981: Incorporated as 501(c)3 membership organization

1963: Founded as grassroots volunteer organization

A non-profit organization serving as the County of Napa’s official local arts agency




ACNV Strategic Plan (2014-2017) The basic competency of Arts Council Napa Valley (ACNV) is to serve as Napa County’s

central agency for advocating for the arts as relevant and beneficial to the greater community. ACNV shall identify collaborators and partners as the primary method of

implementation. Goal 1, Cultural Marketing Goal 2, Industry & Member Services Goal 3, Advocacy Initiatives Goal 4, Organizational Sustainability




ACNV Strategic Plan (2014-2017)

Goal 4, Organizational Sustainability: Build an operating and revenue model that delivers priority services while ensuring ACNV’s long-term sustainability. ①  Map out organizational structure, core personnel, needed to accomplish goals ②  Expand board to its maximum capacity, anticipating future needs ③  Develop formal strategic partnerships to collaborate on goals, share resources,

and expand reach ④  Develop three-year budget detailing expense projection ⑤  Build a revenue model to meet operations and produce a modest reserve ⑥  Develop succession plan for Chief Executive Officer







ACNV Strategic Plan (2014-2017) | FY 2014-2015 Budget

General & Administrative Allocations Formula Based on Fiscal Management Associates, LLC (FMA) Worksheet

Total Expenses: $282,492 Total Revenue: $ 273,930

$23k in FY budget pass through funds for Projects | $28k Project Revenue received in Prior Year will be applied against Expenses

ACNV Strategic Plan (2014-2017) Goal 1, Cultural Marketing: Develop arts audiences for local events, attractions and venues

①  Identify & implement distinct strategies & key tactics for local audience

engagement

②  Identify and engage strategic partners for both visitor and local markets

③  Develop methods and indicators for benchmarking audience development

④  Leverage cultural marketing to build relationships outside Napa County







ACNV Strategic Plan (2014-2017) | Cultural Marketing




ACNV Strategic Plan (2014-2017) Goals 2, Industry & Member Services: Provide valuable services for the arts community and create unique benefits in ACNV membership for Napa County arts professionals ①  Connect strong arts network to the business community ②  Develop a strong, informed, countywide, and disciplinarily diverse local arts network ③  Understand and report on the environment for the creative community (financial,

cultural, political, etc.) ④  Develop plan and model for re-granting program/fund for the arts








•  State of the Arts •  Mixers •  The Insider •  Arts in April Tip Materials •  Workshops & Professional Development

•  Advocacy 101 •  Applying to Artist Calls •  Cultural Outreach & Audience Development

•  Town Halls


Goal 3, Advocacy Initiatives: Research and prioritize opportunities for new and ongoing countywide initiatives to enhance access, equity and inclusion in and through the arts ①  Serve as researcher and convener for initiatives in arts education ②  Serve as convener, advocate and information source for initiatives in public art ③  Bring forward and convene stakeholders around relevant community issues such as

Spanish-language access, cultural literacy, affordability, and arts integration with existing social services

④  Address issues impacting the arts such as government funding, zoning and permits




Policy Update




•  American Canyon: Pending (anticipated 2014)

•  Napa: Established 1% for the Arts in 2010

•  Yountville: Established Town Arts Commission in 2011, no %

for the arts ordinance

•  St. Helena: Included Arts & Culture as section in 2013

General Plan, no % for the arts ordinance

•  Calistoga: no @% for the arts ordinance

Policy Update




A Tip from Arts for LA




Nominate an Arts Hero!




Nominations due March 20, 2015 Award Presentation: Arts in April Kick-Off at Napa Valley Collects Exhibition (Napa Valley Museum) April 2, 2015 Nominate Starting February 19, 2015 at ArtsCouncilNapaValley.org

Opportunity for Future Generations Arts Education in K-12 Public Schools

Robin Hampton | Coordinator, Napa County Alliance for Arts Education




NAPA COUNTY ALLIANCE FOR ARTS EDUCATION

The Napa County Alliance for Arts Education exists to strengthen community support for the arts as essential to a

comprehensive education for every child in Napa County with the goal of developing a Countywide plan to advocate, network,

and support arts education in Napa County schools.

N A PA C O U N T Y A L L I A N C E F O R A R T S E D U C AT I O N ARTS COUNCIL NAPA VALLEY, SATO FOUNDATION, NAPA VALLEY COMMUNITY FOUNDATION

CALIFORNIA ALLIANCE FOR ARTS EDUCATION, NAPA COUNTY OFFICE OF EDUCATION, & NAPA VALLEY EDUCATION FOUNDATION

# N V S OTA 1 5 @ ARTSCOUNCILNV

& @ ARTSCOUNCILNAPAVALLEY

THANK YOU TO OUR SPONSORS!





N A PA C O U N T Y A L L I A N C E F O R A R T S E D U C AT I O N ARTS COUNCIL NAPA VALLEY, CALIFORNIA ALLIANCE FOR ARTS EDUCATION, NAPA COUNTY OFFICE OF EDUCATION, & NAPA VALLEY EDUCATION FOUNDATION

Defining Arts Education: Students engaging with an arts discipline as a body of knowledge and skills sequentially acquired and applied. ‘UC Approved visual and performing arts courses must be directed at acquiring concepts, comprehensions and skills in the arts disciplines, rather than utilizing artistic activities to fulfill course objectives.’ University of California Requirement NCAAE Client: Students in Napa County Public Schools





NCAAE established in December 2013 Leadership Team met for the 1st time in January 2014 Leadership Team directs subcommittees to conduct a 360°Assessment of arts education, beginning with Napa Valley Unified School District The Leadership Team oversees and approves action for the following groups:

!  Steering Committee !  Sector Subcommittees !  Task Teams





The Assessment | Phase 1

1.   Community Stakeholders – identify key non-arts affiliated leaders, businesses, and neighborhood groups and the perception of arts education in schools

2.   Arts Providers - overview of missions, current scope of work, and roles in support and understanding of school curriculum

3.   Funders of Arts & Education – research the mission and goals of local arts funders; identify successes as well as challenges

4.   Napa County School Districts – survey the arts education culture, offerings and curriculum within each of the five school districts as well as individual schools

Phase 1 preliminary data provided catalyst and frame for further research





Identify strengths and gaps with Arts Education offerings in schools as well as in arts organizations:

!  Sector Subcommittees - tasked with investigation of identified pertinent data through surveys, interviews, and research

!  Task Teams – tasked to dig deeper and collect data that has not collectively done in the past

Findings | Commonalities with the sectors:

!  Communication intermittent, inconsistent, and roles and expectations not clear !  VAPA standards in schools, driving programs in the schools, are not understood !  Collaboration desired





Significant outcomes thus far: !  Specific logistical details of current systems !  Hard data pointing to the strengths and gaps !  Anecdotal conversations now possible, big picture !  Understanding of Schools and the administration of Standards !  Understanding of the Art Organizations and their capacity !  Strategy by identifying what is best for students, using standardized & proven methods !  Resources identified for collaborative means of support !  Effective communication for the edification of current systems – new dialogs





Now reviewing data to establish foundation for a Countywide Arts Education Plan with strategies, means (tactics), and indicators addressing:

!  Ongoing collaboration and planning between sectors !  Continuous communication, focused on supporting public school students !  Connection with and in support of school district priorities !  Establishing key leadership !  Identifying and planning for each sectors’ unique role and responsibilities !  Adequate funding sources and prioritize budget !  Enhanced public relations/marketing for programmatic goals !  Ongoing professional development





COME TOGETHER (RIGHT NOW):

•  Roll out to the community

•  Speak, live advocacy of Arts Education

•  Support the ACNV’s efforts

•  Sign-up to be a part of the meeting in Spring of 2015





The Visitor Audience Visit Napa Valley’s Arts & Cultural Tourism Strategy

Kelly Konis| VP of Marketing & Communications, Visit Napa Valley




The Visitor Audience VNV Arts Marketing Strategy

Kelly Konis, VP Marketing & Communications

CULTURE & TOURISM MATTER

"Understanding and acknowledging the incredible economic

impact of the nonprofit arts and culture, we must always

remember their fundamental value.

They foster beauty, creativity, originality, and vitality. The arts

inspire us, sooth us, provoke us, involve us, and connect us.

But they also create jobs and contribute to the economy."

—Robert L. Lynch President and CEO Americans for the Arts

CULTURE + TOURISM •  Culture & tourism have a mutually beneficial relationship which can

strengthen the attractiveness, distinctiveness, competitiveness, & economy of a region

•  Culture & creativity are increasingly being leveraged to differentiate & promote a destination and its image

•  Tourism provides a means of enhancing culture & creating income to support & strengthen cultural heritage, cultural production & creativity

•  Cultural tourism is one of the largest & fastest growing tourism markets

IMPACT IN NAPA COUNTY •  Non-profit arts & culture generates $32.6 million in the local

economy –  $17.4 million by nonprofit arts and culture organizations –  $13.4 million in event-related spending by their audiences –  $1.8 million by individual artists $32.6 million

•  Supports 966 full-time equivalent jobs •  Generates $17.3 million in household income to local residents •  Delivers $3.6 million in local & state government revenue

*Source: Arts & Economic Prosperity III (2009), Americans for the Arts

REWARDS OF INVESTMENT •  Communities that invest in the arts reap the additional benefit of

jobs, economic growth, and a quality of life that positions those communities to compete in our 21st century creative economy*

•  Added bonus: A whole lotta fun!

*Source: Arts & Economic Prosperity III (2009), Americans for the Arts

TOURISM MATTERS: 2012 VISITORS: •  Total visitors to Napa Valley: 2.94M •  Total NV visitor days: 4.9M (vs. 4.7M 2005) •  Visitors staying in NV hotels/motels: 857K •  Visitors staying in private homes (inside Napa

Valley): 125K •  Day trip visitors to NV: 1.96M •  Average daily visitors in NV: 13,409

VISITOR SPENDING •  Total visitor spending in NV: $1.39 billion

(vs. <$1 billion in 2005) •  Avg daily Visitor spending in NV: $3.82M

(vs. $2.5M in 2005) •  Annual visitor spending per Napa County

resident: $10,027

JOBS SUPPORTED •  Jobs supported by NV visitor industry: 10,498 •  Napa Valley visitor industry payroll: $300M+

TAXES GENERATED •  Taxes generated by the visitor industry for government

entities in the county: $51.7M •  Tax revenues generated per Napa County household:

$1,041

Sources: 2005 study by Purdue University, 2012 study by Destination Analysts, STR Data

WHO VISITS AND WHY

THE NAPA VALLEY BRAND •  Luxury is about authentic experiences, not glitz and gloss

•  Focus on quality, craftsmanship and service, not price

•  Luxury traveler wants to relax & recharge and create memories

•  Magazines are leading way they discover luxury brands

•  Online interactions build the consumer relationships

VISITOR PROFILE: 2012 AGE: •  20-34: 26.8% •  35-44: 19.0% •  45-54: 18.9% •  55-64: 20.3% •  65+: 9.1% •  NA: 5.2% •  35+: 67.3%

ANNUAL HH INCOME: •  <$50K: 9.7% •  $50-$100K: 21.8% •  $100K-$150K: 17.1% •  $150K-$200K: 13.9% •  $200-$500K: 14.6% •  $500K+: 3.7% •  NA: 19.1%

EDUCATION: •  Some college:

15.9% •  Bachelor’s: 39.4% •  Grad school: 33.3% •  NA: 7.2%

35+: 67% $100K+: 49% Some college+: 55%

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Visiting art galleries/art walks is a popular activity in the Napa Valley, as are the Performing Arts

Activities & Attractions in Napa County, all visitors 2012

ACTIVITIES & ATTRACTIONS

MOST LIKED ASPECTS

Most Liked Aspects of Napa County, All Visitors, 2012

Art is one of the most-liked aspects of the Napa Valley

This valley is ART

ENHANCING THE EXPERIENCE

Enhancing the Napa Valley Experience, All Visitors, 2012

More arts & culture could only enhance the experience in the Napa Valley

NAPA VALLEY ARTS IN APRIL

ARTS IN APRIL: 2014 •  Participation Summary:

–  42 wineries –  14 city events –  A new art and artist lecture series at

9 locations entitled Napa Valley Collection: Art Conversations

–  A kick-off event was hosted at The Napa Valley Museum featuring a preview of a two-month long exhibit that celebrated the private collectors called Napa Valley Collects.

•  PR Impressions: +21 million •  Paid Media Impressions: +6

million •  Digital Impressions: +11 million •  Website Stats:

–  Total Napa Valley Arts in April-related page views on VisitNapaValley.com January through April were 16,053 with 13,457 unique views

–  The total unique visitors to VisitNapaValley.com from March 1 – April 30, 2014 increased 68% from last year

ARTS IN APRIL: 2015 Media Outreach: •  Comcast Xfinity running March 15 – April 15

–  On channels such as USA, HGTV, Bravo, Food Network, Esquire, CNN, TLC, and more.

•  SF Chronicle Special Section •  SFGate.com •  Broader digital •  Local publications

Promoting a Remarkable Cultural

Community The Case for Arts Everywhere with Napa Valley Arts in April

Danielle Smith| Producer, Napa Valley Arts in April




“If you go back to the Greeks and Romans, they talk about all three - wine, food, and art - as a way of enhancing life.” -ROBERT MONDAVI

ELIZABETH BUSH & MARK MATTIOLI

Cuba Glimpses Backroom Wines April 4th 2-6pm

ENGAGE Curatorial Committee

Director: Penelope Moore - Painter David Williamson- Multimedia artist Richard VonSaal - Designer/Artist Paul Slack - Musician

ENGAGE Artist in Residence Mikey Kelly

HEIDI BARRETT and the Wine Train Partner to Create Creative Change Auction Lot

Help us spread the word! Tell 5 arts enthusiasts you know EVERYTHING you learned here tonight.

Danielle Smith 415-860-0767 [email protected]

Breakout Sessions Return at 6:55pm Olivia Everett | CEO, Arts Council Napa Valley

Robin Hampton | Coordinator, Napa County Alliance for Arts Education

Kelly Konis| VP of Marketing & Communications, Visit Napa Valley

Danielle Smith| Producer, Napa Valley Arts in April




Closing Please join us for a networking reception directly after. Olivia Everett | CEO, Arts Council Napa Valley




Thank You!! Special Thanks

The Lincoln Theater

Marisa Everett Napa Valley TV

All our Volunteers




Reminders

Arts Hero Award Deadline: March 20, 2015

Presentations and materials will be delivered via email post-meeting.

Meeting video will be available on ACNV’s YouTube page.

Tell Us How We Did and what we should do next time!

Visit Us at ArtsCouncilNapaValley.org




Documents

Napa County State of the Arts Presentation 2015