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Webb Management Services, Inc

Needs Assessment Presentation

March 4, 2014

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Webb Management Services, Inc Background Management consulting practice for cultural planning,

organizations and facilities Small and focused company based in NYC Clients are government, arts groups, developers and educators In our 16th year, starting our 324th project

Services Cultural and district plans Facility feasibility studies and business plans Strategic planning for organizations and buildings

Staff Former artists and arts administrators Training in business and finance

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Study Brief Conduct a detailed needs and market

assessment and consider the operating implications for performing arts spaces in downtown Oakville.

Perform a broader cultural needs and market assessment to determine other cultural space requirements for the Town and to seek synergies with existing or required cultural components.

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Scope of Services Market analysis + audience demand Cultural community assessment + user demand Facility supply + competitive analysis Potential project benefits + impacts Best practices, forces + trends OCPA assessment Program + facility recommendations Models + precedents Site review + cost estimate Business planning framework

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Audience Demand 20 and 40-km Radii surrounding Oakville Centre for the Performing Arts Ticket Buyers for Presented Performances, 2013

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Audience Demand

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Audience Demand

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Audience Demand Halton Visitors (2011)

Overflow from Toronto; people looking for multi-faceted experience (urban/suburban/rural)

Day trip cultural tourism Sustain interest longer and attract overnight!

Ontario Cultural Tourists (2010) 9.5M participated in arts and culture = 20% of

all overnight trips Tourists most frequently:

1. Visit historic sites 2. Visit museums and art galleries 3. Attend arts performances

Typically ages 55-64, empty nesters or no kids Spend $667 per trip, compared to $374 spent

by other overnight tourists

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Audience Demand OCPA Audience + Community Survey

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How frequently do you attend cultural programming in the following communities? % = Proportion of respondents that attend 1 or more times per year

Audience Demand Community Survey

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Audience Demand Community Survey

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Audience Demand Community Survey

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Audience Demand Community Survey

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Audience Demand OCPA Audience Survey

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Audience Demand OCPA Audience Survey

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Market size, growth and characteristics suggest high propensity to participate.

Opportunity to recapture demand lost to regional venues.

Community demand for additional programming to serve all segments.

New programs should be hands-on, at varied pricing levels and respond to diversity.

Audience Demand Conclusions

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Responses to questionnaires suggest demand for: 182 performances at improved facilities for

spaces ranging from 90 to 750 seats 285 rehearsals at improved facilities Additional rehearsal, meeting and teaching

space

User Demand Conclusions

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User Demand

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Seven responses to questionnaires sent to meeting and event planners suggest: General support for the Cultural Hub concept Anecdotal need for improved meeting/event space in

Oakville, particularly space for a sit-down +500 meeting Most use their own facilities, restaurants or spaces

outside Oakville, and might occasionally use new space Required features include full kitchen, good acoustics,

divisible spaces, access to waterfront, gathering space Downtown parking must be addressed in advance of new

meeting space Potential demand for larger and smaller events

User Demand Meeting & Event Space

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Moderate user demand for 3 types of performance facilities Smaller capacity, flex spaces Higher quality-mid-size multi-use space (500

to 750 seats) Performance space with excellent acoustics

for live music Additional demand for rehearsal, education

space Additional demand for meeting/event space

User Demand Conclusions

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Existing Facilities OCPA Comparison Indoor Performance Facilities (Local + regional) Visual + Cultural Arts Facilities (Local) Outdoor Facilities Rehearsal + Program Space (Local) Meeting + Event Facilities (Local)

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Existing Facilities Oakville Centre for the Performing Arts

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Existing Facilities Oakville Centre for the Performing Arts

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Performance facility capacities, functions & quality

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Facilities

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Facilities

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Facilities

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13 galleries + 3 ‘museum’ spaces (no climate control)

Visual art, a few historical, one for families No science or living collections 50% offer adult ed, 33% offer youth

programming, few offer residencies No auditorium or catering space, few artist

studios, retail and education spaces

Existing Facilities Visual Arts + Culture

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Festivals in Downtown area, Coronation Park, Bronte Village Heritage Waterfront Park

Four major festivals and additional annual events Coronation Park has limited infrastructure and

amenities Also limited infrastructure (parking) to support

events in public spaces No true, well-equipped outdoor performance

space

Existing Facilities Outdoor

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32 spaces that are used for arts ed or hands-on programming

2/3 are dance studios and other private arts enterprises

84% focused on youth; 50% provide adult arts programming

16% available for private rental Lack of space to support film and media

programs (QEPCCC has some)

Existing Facilities Rehearsal + Program Space

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29 spaces in Oakville with capacity for 8 to 600 Most at churches, small hotels and community

centers Not generally well-equipped for meeting use Oakville Conference Center is best, but max capacity

is 400 Other larger venues are for banquets, not corporate

meetings More than 50% of community survey respondents

feel there is a need for new meeting space downtown No local space that can host more than 500 for sit-

down events

Existing Facilities Meeting + Event Space

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Facility Gaps + Opportunities High quality acoustics (regional) Space for different touring product (local) Lack of quality, availability for 500-800 seats (local) Limited size, quality of visual/cultural arts spaces Few meeting/event facilities for more than 400 and

general lack of quality Program Gaps + Opportunities Go beyond traditional visual arts Media-centric programs, equipment and facilities Adult arts education

Existing Facilities Conclusions

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The market has good propensity to attend and support more arts Demand for varied price points, format and content

User groups are limited by existing space Programming likely to expand with new space Demand for smaller/flexible, better/mid-size and acoustically-

excellent performance space Some demand for gallery/exhibition and shared admin, production

and storage space Several facility gaps and programming opportunities

Mid-sized performance space, great acoustics better/larger meeting/event and visual arts/cultural

Arts education and media arts programs The Cultural Hub concept supports community goals

Potential to help achieve Liveable Oakville and other plans Build quality of life and promote downtown as a destination

Overall Conclusions

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Development Recommendations

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Need for spaces and infrastructure to support community events and outdoor performance

Accommodate signature public events and public art programs

Support positioning as a regional cultural destination Three recommendations…

Outdoor Performing Arts Facilities

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What: – Larger, open-air public square – Hosts existing events and festivals as well as outdoor

concerts, exhibits and other community events. – Flexibility is key. Why: – Lack of outdoor space with infrastructure. – Potential to be the place downtown where people come to

spend time, connect and share community.

Larger Public Square Outdoor Performing Arts Facilities: Recommendation 1

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Opened May 2012 Seating for 500 to 750 Transformed dead zone to

active space Flexible use for

performance, weddings, festivals, events

Part of the Roundhouse Community Arts and Recreation Centre

$1.8M capital cost $2.1M ops budget

Larger Public Square Roundhouse Turntable Plaza, Vancouver, BC

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Opened in 2011 Functions as an outdoor

community center Hosts 100+ free events

yearly, attracting over 500,000 people

Programming includes Canada Day, farmers markets, performances and festivals

Operated by the Culture Department

$43M capital cost

Larger Public Square Celebration Square, Mississauga, ON

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What: – Small amphitheater with 250 to 350 person capacity and

stage. – Hosts presented music and spoken word; used in

conjunction with festivals/events; rented by the community – Developed adjacent to public square, as part of a PAC or in

another location. – Simple facility, tensile structure with ability to host ticketed

events. Why: – Lack of outdoor space for live performance. – Potential to augment existing events and host many uses

and users.

A Small Amphitheater Outdoor Performing Arts Facilities: Recommendation 2

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Intimate, theatre in the round Seats 300 16 x 20 ft stage Fully equipped with sound

and lighting Open mic nights, spoken

word, music concerts and dance

Available to rent through application and competitive selection process

Small Amphitheater Celebration Square, Mississauga, ON

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Outdoor amphitheater at Mountain View Center for the Performing Arts

300-person capacity Operated by City of

Mountain View Op. costs: $1.3M (entire

complex), 90% earned

Small Amphitheater Parkstage, Mountain View, CA

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What: – Physical infrastructure that supports use of public space for

arts and culture. – Electrical access, water access, storage, built in speaker

platforms, equipment packages available for rent. Why: – Expense to build physical infrastructure for events is

prohibitive. – Encourages more cultural events, festivals and “pop up”

events. – Helps to build a concentration of a cultural activity in the hub.

Additional Infrastructure Outdoor Performing Arts Facilities: Recommendation 3

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Completed in 2003 372,000 sf open space

functional for daily use and events (festivals, fairs, films, performances)

Features: parking for 2,100 cars, covered pavilion seating, concession kitchen, fields and trails, electrical hookups, water supply, grading that facilitates ticketed events

Owned and operated by Town $7.5M capital cost

Additional Infrastructure Addison Circle Park, Addison, TX

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What: – Digital exhibition spaces, labs, editing bays, workshop and

meeting rooms, recording booths. – Potentially a teaching space for Sheridan College. – Might also include a public component. Why: – Few local spaces for film and digital media exhibition and

related education. – Responds to trends in cultural participation which indicate

rising interest in music production, film production/editing, graphics, digital photography.

– Regionally distinctive. – Potential to bring a student population downtown.

Digital Media Center

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Started in 1973 Promotes international

distribution, work exchange, and media arts preservation

Provide equipment rental, editing facilities, software, and workshops and summer camps

Hold events, exhibitions, residencies, artist talks, and forums

Fund programming with public funding and memberships

Digital Media Center VIVO Media Arts Centre, Vancouver, BC

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Opened in Fall 2013 Multi-school cluster examining

intersections of technology and culture

University students study game design, digital media design, computer science, and engineering

Spaces: labs, multi-media classrooms, exhibition space, theatre, audio studio, mixing booth, computing workspace, lecture room, human computer interaction labs

Digital Media Center Media and Games Network, NYU + Polytechnic Institute of NYU, Brooklyn, NY

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USF renovating historic facility to house new Media Entrepreneurship Training in the Arts (META) program

Renovation begins 2014 Facility will be a media

production complex Spaces: 2,018-seat auditorium,

meeting rooms, ballroom, offices and lounges

Programs: Multimedia performance, arts admin, media production

Est. $12.3M capital cost

Digital Media Center University of Saint Francis PAC, Fort Wayne, IN

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What: – Programs that provide space and tools to support artists and

their creative process. – Artists create in public settings. – Audiences and visitors understand how art is created and

participate in the development process. Why: – Connects the public and artists. – Responds to trend in audience behavior that demand more

interaction with artists. – Builds traffic and develops reputation for Oakville as an arts-

centric and artist-friendly community.

Artist in Residence Programs

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Engages public in diversity of contemporary art practice

Creates opportunities for engagement through open studios, community projects, exhibitions, education, and outreach

4 residencies aimed at healthcare, teachers, local, nat’l and/or int’l artists

$2.5M ops budget, 21% earned

Artist in Residence Programs McColl Center for Visual Art, Charlotte, NC

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School and presenting organization in DC suburbs

Launched National Incubator residency program for late-stage dance development

Provides resources, time and space to artists in advance of nat’l premier

Incubator is by invitation only Travel, housing, equipment,

public showing, and per-diem provided

$2.2M ops budget

Artist in Residence Programs National Incubator, American Dance Institute, Rockville, MD

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What: – Programs and partnerships that connect the Galleries with

other components of the Hub – Specific potential to partner with new performing arts

facilities Why: – Build around the clock visitation to the hub by engaging

daytime visitors that aren’t interested in a “scheduled event” – Galleries are flexible spaces – Potential to deliver programs in a cost-effective manner (as

compared to live performance)

Galleries Partnerships + Synergies

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Collaborated on programming for DTC’s production of Red, a play about Mark Rothko

Programming included public events and pre- and post-show learning opportunities

Highlight: Red In-Depth, a 4 hour seminar at the theatre and museum with a hands-on creativity experience, a showing of the play, and conversations with cast and experts

Galleries Partnerships + Synergies Dallas Theater Center + Dallas Museum of Art

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13 galleries and artist-run spaces launched a speaker series

Bring members of the national/international art community to speak to the city

By pooling resources and audiences, organizations bring in larger names and expand attendance

2014 guests: Coco Fusco, Nick Cave, Brendan Fowler, and Wayne White

Galleries Partnerships + Synergies Co-Host, Baltimore, MD

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What: – Artist in Residence or “maker space” program that brings

artists into the library to create and interact with the public. – Other programs to bring the library into other Hub

components. – Maker space could be included in digital media center. Why: – Studying potential for a flagship facility (potentially

downtown.) – Artists involvement in library programming is a rising trend. – Library is an able and willing partner. – The community participates in arts and culture in the library.

Library Partnerships + Synergies

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Library initiated platform for artists and makers to create and showcase work

Programs: workshops led by local artists and experts

Spaces: Bubbler Room, media lab, and gallery

Library supports artist in residence and monthly evening events

$30M capital costs

Library Partnerships + Synergies The Bubbler @ Central Public Library, Madison, WI

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Artist in residence pilot program

3-4 month residencies at branch libraries outside of downtown

Artists receive $20K to create and deliver free programs, workshops, activities and events

Artists selected by jury

Library Partnerships + Synergies Artists in the Library, Toronto Public Library, Toronto, ON

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Need for new and higher quality spaces. Provide local groups with access to larger space,

better technology and other improved physical resources.

Three options, all of which are feasible.

Indoor Performing Arts Facilities

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Regionally unique in terms of quality and level of flexibility within both performance spaces.

Multi-purpose, flexible performance space with 600 to 700 seats, fly space, pit and some ability to convert to flat floor.

Smaller studio theatre in the 200-300 seat range. Flexible education and rehearsal studios. Meeting space. Support space.

Edge City Performing Arts Centre Indoor Performing Arts Facilities: Option 1

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Facilities

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Edge City Performing Arts Centre

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Opened downtown in 2009 631-seat theatre, 271-seat

flexible space Presenting: family, classics,

local/int’l music, lectures, opera

Rentals: performances, meetings, vendor fairs, workshops, social events

Owned and operated by Town

$30M capital for 56K GSF $3.7M ops budget, 83%

earned

Edge City Performing Arts Centre Richmond Hill Centre for the Performing Arts, Richmond Hill, ON

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Opened in a lakeside art park in 2007

600-seat theatre, 235-seat studio

Home to several local resident arts groups

Owned and operated by City of Tempe

$66M capital cost $2.3M ops budget, 32%

earned Balance of budget comes

from a portion of sales tax

Edge City Performing Arts Centre Tempe Center for the Arts, Tempe, AZ

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What: – A PAC with more specialized performance spaces. – 700 to 800 seat concert hall that can also host dance and

other performance. – 300 to 350 seat courtyard theatre, suited to dramatic theatre. – Higher quality meeting and event space. Why: Allows existing groups to build the quality of their work. Potential to draw regional groups. Opportunity to attract different touring product. The best concert hall between St Catharines and Toronto.

Regionally Distinctive Performing Arts Centre Indoor Performing Arts Facilities: Option 2

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Under construction 775-seat Concert Hall, 300-

seat Recital Hall, 187-seat Film Theatre, 210-seat Community Dance Theatre

Programming will include presenting, resident arts organizations, Brock Univ student use

Developed by Brock University and the City of St. Catharines

$60M capital cost

Regionally Distinctive PAC St. Catharines Performing Arts Centre, St. Catharines, ON

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New 299-seat Elizabethan courtyard theatre

Developed within Brooklyn Cultural District

Home for established classical theatre producing company

$47M capital cost

Regionally Distinctive PAC Theatre for a New Audience, Brooklyn NY

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What: – Split the Edge City PAC into two separate performing arts

venues. – One downtown and the other in a different location.

Why: – Downtown is difficult for some to access. – Downtown is being developed as a boutique destination.

Boutique Performing Arts Centre Indoor Performing Arts Facilities: Option 3

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Owns 3 facilities throughout the City

Rose Theatre: 870-seat theatre and 160-seat multi-purpose hall; used for music, comedy, theatre, dance, etc.

Lester B. Pearson Theatre:470 seats; used by community groups and dance schools

Cyril Clark Library Lecture Hall: 160 seats; used by community groups and music schools

Boutique Performing Arts Centre Corporation of the City of Brampton, ON

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Key Issues: – Goals + Practices – Ownership, Governance + Operating Scenarios – Activity Profiles – Facility Management Plans – Staffing + Leadership Plans – Pro-forma Operating Budget

» Activity » Earned Revenue » Operating Expenses » Contributed Revenue

– Critical Path Plan

Business Planning Framework

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Key Operating Challenges: – Developing a strong value proposition for ticket buyers and

donors – Balancing the needs of local resident organizations, other

organizations and community rentals – Balancing earned income and contributed income – Positioning facilities and programs within a competitive

regional environment – Presenting that contributes to mission and to sustainability – From “Friday Night Lights” to “The Community Living Room” – Programming the public spaces

Business Planning Framework Indoor Performing Arts Facilities

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Key Operating Challenges: – Facilitating ticketed and free events – Maintaining skills and resources with only seasonal activity – Maintaining infrastructure and support for varying event

types – Managing simultaneous events

Business Planning Framework Outdoor Performing Arts Facilities

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Key Operating Challenges: – Connecting creativity to technology – Building partnerships and expertise to provide specialized

programs – Engaging all segments of the population – Keeping up with the technology

Business Planning Framework Digital Media Center

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Key Operating Challenges: – A solid process to recruit artists – How artists interact and engage with the public – Fundraising, given limited earned revenue potential

Business Planning Framework Artists-in-Residence

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Discussion