Municipal Cultural Municipal Cultural PlanningPlanning

Engaging the Private Engaging the Private SectorSector

Leah Leslie – Director Sales & MarketingLeah Leslie – Director Sales & Marketing

The Rosseau, A JW Marriott Resort & SpaThe Rosseau, A JW Marriott Resort & Spa

TodayToday Why the arts community needs the private Why the arts community needs the private

sectorsector FundingFunding To expand the audienceTo expand the audience

Why corporations need cultureWhy corporations need culture To create a sense of identity and belonging – the To create a sense of identity and belonging – the

brandbrand To give meaning – “roots” – to the productTo give meaning – “roots” – to the product

What alignment exists already in MuskokaWhat alignment exists already in Muskoka Tourism – the “culture” businessTourism – the “culture” business Red Leaves, JW Marriott, The RosseauRed Leaves, JW Marriott, The Rosseau

Connecting the cultural network & private Connecting the cultural network & private sectorsector

Culture (from the Latin cultura stemming from colere, meaning "to cultivate”)

1. Excellence of taste in the fine arts and humanities

2. An integrated pattern of human knowledge, belief, and behavior that depends upon the capacity for symbolic thought and social learning

3. The set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group.

CultureFrom Wikipedia, the free encyclopedia

Art – Music – Theatre - Art – Music – Theatre - PhilosophyPhilosophy

SensationsSensations Joy Joy FoodFood Nature NatureInspirationInspiration EnrichmentEnrichment

MemoriesMemories ConnectionsConnections Drama Drama HistoryHistoryRelationshipsRelationships MeaningMeaning PeacePeace

BeautyBeauty ValuesValues UnderstandingUnderstandingEnlightenmentEnlightenment Learning Learning

ExcitementExcitement Fulfilment FulfilmentEmotionEmotion

PurePure EvocativeEvocative VisceralVisceral TrueTrueTastefulTasteful DelicateDelicate FineFine CohesiveCohesive EstablishedEstablished

Existing Alignment Existing Alignment Tourism is #1 industry in MuskokaTourism is #1 industry in Muskoka

Tourism depends on cultureTourism depends on culture Red Leaves – the visionRed Leaves – the vision Marriott CultureMarriott Culture JW Marriott - the BrandJW Marriott - the Brand The Rosseau, A JW Marriott Resort & The Rosseau, A JW Marriott Resort &

SpaSpa

Red Leaves – why here?Red Leaves – why here?

A Tradition of TourismA Tradition of Tourism Life on the EdgeLife on the Edge ““Muskoka Mystique”Muskoka Mystique” rooted to Nature”rooted to Nature” The “new Muskoka Charm”The “new Muskoka Charm” ““Muskoka – pristine, unspoiled, Muskoka – pristine, unspoiled,

inspiringinspiring The Arts CommunityThe Arts Community

Tourism and CultureTourism and Culture

Tourism: the business of selling Tourism: the business of selling experiencesexperiences

Experiences are:Experiences are: Place / historyPlace / history Context / sensesContext / senses Activities / EventsActivities / Events The ArtsThe Arts PeoplePeople CULTURECULTURE

Marriott CultureMarriott Culture

““Take good care of your associates Take good care of your associates and they’ll take good care of the and they’ll take good care of the

customers, customers, and the customers will come back.”and the customers will come back.”

JW Marriott, Sr.JW Marriott, Sr.

Steve MarriottSteve Marriott Executive Vice President, Company CultureExecutive Vice President, Company Culture

Brand = a PromiseBrand = a Promise

JW Marriott BrandJW Marriott Brand Connoisseur ServiceConnoisseur Service

Skilled, knowledgeable staff - facilitate Skilled, knowledgeable staff - facilitate experienceexperience

Understated, Purposeful LuxuryUnderstated, Purposeful Luxury No compromise; no “flash” – no wasteNo compromise; no “flash” – no waste

Leading-edge Fitness and WellnessLeading-edge Fitness and Wellness Expertise; environmental stewardshipExpertise; environmental stewardship

Cultural AuthenticityCultural Authenticity The place, the people, touchpointsThe place, the people, touchpoints

The Rosseau, A JW Marriott Resort The Rosseau, A JW Marriott Resort & Spa& Spa

Our Mission:Our Mission:

To inspire and enrich each guest. To inspire and enrich each guest.

We demand greatness of one another to We demand greatness of one another to deliver genuine, uncompromising, deliver genuine, uncompromising, personal service and luxury.personal service and luxury.

Brand Promise: Nature on Your Brand Promise: Nature on Your TermsTerms

It is about peopleIt is about people

Connect visitors with individuals who:Connect visitors with individuals who: Touch their soulTouch their soul Make them laughMake them laugh Help them learnHelp them learn Move themMove them Enrich and inspire themEnrich and inspire them Make them feel they belongMake them feel they belong

Audience mattersAudience matters

Artists produce art regardless of the Artists produce art regardless of the audience. audience.

Participation transforms art to Participation transforms art to cultureculture

Private sector – the benefactors / Private sector – the benefactors / patronspatrons

Organization and Organization and CommunicationCommunication

Goal – economic developmentGoal – economic development Attract investment and visitors Attract investment and visitors

Community / destinationCommunity / destination appealing on a deep and meaningful levelappealing on a deep and meaningful level

Culture is an economic assetCulture is an economic asset when there is an appetite to experience itwhen there is an appetite to experience it

In order to experience, access is In order to experience, access is neededneeded

Organize and CommunicateOrganize and Communicate

Connect with Private Connect with Private SectorSector

Make it easyMake it easy Get involvedGet involved

Art toursArt tours SponsorshipsSponsorships WIIFM?WIIFM?

Culture is not the businessCulture is not the business Culture is a factor in the success of Culture is a factor in the success of

businessbusiness

The Rosseau and The The Rosseau and The ArtsArts

Tours of hotel artTours of hotel art Artist workshopsArtist workshops Poetry readingsPoetry readings Book launchesBook launches Local musiciansLocal musicians Storytelling contestsStorytelling contests ““Culture Day”Culture Day” Church choirChurch choir Film screeningsFilm screenings AstronomyAstronomy

The Rosseau LibraryThe Rosseau Library All Canadian authorsAll Canadian authors Photography workshopsPhotography workshops Festivals & EventsFestivals & Events Yoga / wellness seminarsYoga / wellness seminars Crafts workshopsCrafts workshops ““Plein air” art workshopsPlein air” art workshops Highland dancersHighland dancers Interpretive nature walksInterpretive nature walks Speaker seriesSpeaker series

NetworkNetwork

Choose the targetChoose the target Learn about the company Learn about the company How “Culture” enhances business How “Culture” enhances business

resultsresults Meet the leaders and influencersMeet the leaders and influencers Organize – make it easyOrganize – make it easy

TodayToday The arts community needs the private sectorThe arts community needs the private sector

FundingFunding To expand the audienceTo expand the audience

Corporations need cultureCorporations need culture To reinforce the brand – the promiseTo reinforce the brand – the promise To give meaningTo give meaning

Alignment in MuskokaAlignment in Muskoka Tourism is #1 industryTourism is #1 industry Tourism depends on cultureTourism depends on culture Red LeavesRed Leaves The Rosseau, A JW Marriott Resort & SpaThe Rosseau, A JW Marriott Resort & Spa

Connecting the cultural network & private Connecting the cultural network & private sectorsector