Kelly Hill. May 7, Why? Culture contributes to Vibrant communities Creativity and innovation Economic vitality Well being

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1 Kelly Hill Presented by City of Mississauga Culture Division May 7, 2013 Why? Culture contributes to Vibrant communities Creativity and innovation Economic vitality Well being 2 Local culture is a powerful magnet for an innovative workforce. (City of Mississauga s Arts and Culture Business Plan) Municipalities are competing for talented individuals and leading edge businesses. A strong cultural scene can help attract residents and investors. 3 1

2 Americans for the Arts, The arts bring together diverse people. 2. Elected officials understand the importance of supporting the arts and do so. 3. The arts are valued as a critical component of learning for all children and for adults. 4. Active participation in culture creates individual and community meaning Business people and corporate citizens recognize that the arts are important to a healthy business environment and are involved in the arts in diverse ways. 6. The arts are infused in the natural and built environments. 7. The arts are integral to civic dialogue and community building The arts are valued as an industry because of their contribution to the new economy which encompasses quality of life, economic development, and tourism. 9. The contributions of individual artists are valued and supported. 10.The arts flourish with new and diverse leadership informed by those who paved the way for them. 6 2

3 1. Hill Strategies background information 2. Cultural investment by the City of Mississauga 3. Artists and cultural workers in Mississauga 4. Cultural development in other cities 5. Why cultural development matters o Vibrant communities o Creativity and innovation o Economic vitality o Well being 6. Questions and discussion 7 A Canadian company that specializes in arts research. Free resources available via internet & 8 Free report (10 times per year) Summaries and links to research evidence 12 th year of publication 400+ articles reviewed so far All articles are categorized and searchable at HillStrategies.com/resources/arts research monitor First stop for research information on the arts 9 3

4 Statistical Insights on the Arts 40 reports in the series (so far) Volunteers and Donors in Arts and Culture Organizations in Canada in 2010 Arts and individual well being in Canada Factors in Canadians arts activities in 2010 Provincial profiles of arts, culture and heritage activities in 2010 Canadians arts, culture and heritage activities in 2010 Children s arts participation in Canada Consumer spending on culture Artists in Canada, the provinces, large cities, small and rural municipalities 10 Commissioned research projects Municipal Cultural Investment by the City of Mississauga Municipal Cultural Investment in Five Large Canadian Cities Mapping Artists and Cultural Workers in Mississauga Financial and Statistical Analysis of 50 Canadian Orchestras: to Performing arts education overview A Delicate Balance: Music Education in Canadian Schools

5 Cultural investment data Four years: 2008, 2009, 2010, 2011 Collected by City staff Relates to entire City spending not just Culture Division spending Checked, verified and analyzed by Hill Strategies Research 13 Cultural investment data Cultural investment o Performing arts, visual and media arts, crafts, design, museums, heritage, special events, multidisciplinary activities, creative and cultural industries, city owned cultural facilities, cultural districts, public art, and other art purchases. o Operating expenditures + grants + capital expenditures o Transfers from other governments excluded o Libraries excluded o Upper tier investments excluded 14 Cultural investment by the City of Mississauga in 2011 City invested $20.2 million in the cultural sector in 2011 (or $28.38 per capita) o Operating: $5.2 million ($7.35 per capita) o Grants: $1.7 million ($2.37 per capita) o Capital: $13.3 million ($18.66 per capita) 15 5

6 $30.00 $28.38 $25.00 $20.00 $15.00 $10.00 $7.43 $8.84 $10.97 $5.00 $ Source: Hill Strategies Research analysis of data provided by the City of Mississauga, Significant capital investment in : capital expenditures on culture = $0.16 per capita 2011: increased exponentially to $ : major investment in Celebration Square, the Maja Prentice Theatre, Streetsville Village Hall, and the Leslie Log Cabin. Reflects growing need for capital refurbishment in the cultural sector

7 Total: $5.3 million Grants, $1.1 million, 21% Capital, $0.1 million, 2% Operating expenditures, $4.1 million, 77% Source: Hill Strategies Research analysis of data provided by the City of Mississauga, Total: $20.2 million Operating expenditures, $5.2 million, 26% Capital, $13.3 million, 66% Grants, $1.7 million, 8% Source: Hill Strategies Research analysis of data provided by the City of Mississauga, Comparisons with other large Canadian cities Comparable year = census population data used (in order to be comparable to study of Toronto, Ottawa, Montreal, Calgary and Vancouver) Mississauga: $9 in 2009 Behind the other five cities: o Toronto: $19 o Montreal: $55 o 5 city average: $

8 Comparisons with other large Canadian cities Behind the other five cities for each component of municipal cultural investment in 2009 o Operating: $6 in Mississauga vs. $13 average of the five cities o Grants: $2 in Mississauga vs. $14 average o Capital: $1 in Mississauga vs. $9 average 22 Comparisons with other large Canadian cities If 2011 Mississauga data compared with 2009 data for the other five cities o Mississauga ($30) would have ranked fourth, still below 5 city average ($35) o Ahead of Ottawa ($28) and Toronto ($19) o Behind Calgary ($42), Vancouver ($47) and Montreal ($55) o Note: Other cities may have increased or decreased their level of investment between 2009 and Comparisons with other large Canadian cities 2011 (Mississauga) vs (other cities) o Only capital funding was higher in Mississauga than the 5 city average 24 8

9 Comparisons with other Canadian cities Project now underway with seven medium to large cities o Hamilton o Edmonton o Richmond, BC o Halifax o Saskatoon o Windsor o Oakville Percentage of local labour force in 9 arts occupations and 48 cultural occupations In Canada, provinces, larger cities, small municipalities and neighbourhoods Occupation based on the job (employed or selfemployed) at which someone worked the most hours between May 7 and 13, Must have earned some money from employment in Earnings data includes all jobs worked in

10 Artists : 9 occupation codes Visual artists and craftspeople 1. Painters, sculptors and other visual artists 2. Artisans and craftspersons Writers 3. Authors and writers Performing artists and filmmakers 4. Actors and comedians 5. Conductors, composers and arrangers 6. Dancers 7. Musicians and singers 8. Other performing artists (circus, puppeteers, etc.) 9. Producers, directors, choreographers and related occupations 28 Architecture, Design, Crafts and Visual Arts Architects Architectural technologists and technicians Artisans and craftspersons Camera, platemaking and other pre press occupations Drafting technologists and technicians Graphic arts technicians Graphic designers and illustrators Industrial designers Interior designers Landscape and horticultural technicians and specialists Landscape architects Painters, sculptors and other visual artists Patternmakers, textile, leather and fur products Photographers Photographic and film processors Theatre, fashion, exhibit and other creative designers 29 Archives, Libraries and Heritage Archivists Conservators and curators Librarians Library and archive technicians and assistants Library clerks Library, archive, museum and art gallery managers Supervisors, library, correspondence and related information clerks Technical occupations related to museums and galleries Music and Sound Recording Audio and video recording technicians Conductors, composers and arrangers Musicians and singers 30 10

11 Audio visual and Live Performing Arts Actors and comedians Announcers and other broadcasters Broadcast technicians Dancers Film and video camera operators Managers in publishing, motion pictures, broadcasting and performing arts Other performers Other technical occupations in motion pictures, broadcasting and the performing arts Producers, directors, choreographers and related occupations Support occupations in motion pictures, broadcasting and the performing arts 31 Writing, Publishing and Printing Authors and writers Binding and finishing machine operators Correspondence, publication and related clerks Desktop publishing operators and related occupations Editors Journalists Printing machine operators Printing press operators Professional occupations in public relations and communications Supervisors, printing and related occupations Translators, terminologists and interpreters ,000 artists in Canada who spent more time at their art than at any other occupation in May % of the overall labour force in Canada 135,000 Canadians directly employed in the automotive industry 609,000 cultural workers 3.3% of the overall labour force in Canada about double the level of employment in the forestry sector (300,000) More than double the level of employment in Canadian banks (257,000) 33 11

12 Artists and cultural workers in Mississauga 2,300 artists in the City of Mississauga 0.6% of the overall local labour force 11,800 cultural workers 30% 3.0% of the overall local labour force Mississauga: 10% of the number of artists as Toronto Mississauga: 14% of the number of cultural workers as Toronto Mississauga s population = 27% of Toronto (city) population 34 Vancouver Toronto Montreal Halifax Ottawa Calgary Winnipeg Quebec City Edmonton Mississauga Artists as % of local labour force, 10 large Canadian cities 0.6% 0.8% 0.7% 0.7% 0.8% 1.0% 0.9% 1.6% 1.5% 2.3% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% Source: Analysis by Hill Strategies Research based on a 2006 census custom data request. 35 Oakville Markham Burlington Halton Hills Whitby Richmond Hill Milton Pickering Vaughan Mississauga Oshawa Caledon Ajax Brampton Artists as % of local labour force, 14 GTA municipalities 1.0% 0.7% 0.7% 0.7% 0.7% 0.7% 0.7% 0.6% 0.6% 0.6% 0.5% 0.5% 0.4% 0.3% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% Source: Analysis by Hill Strategies Research based on a 2006 census custom data request

13 Legend 1: Lorne Park (L5H, 1.1%, yellow) Remaining 4 in eastern Mississauga 2: L5E (0.9%, light green) T3: L4W (0.8%, green) T3: L4Y (0.8%, green) T3: L4Z (0.8%, green) Source: Analysis by Hill Strategies Research based on a 2006 census custom data request. 37 Legend 1: L5J (4.1%, orange) 2: L5G (3.8%, pink) T3: L5E (3.6%, light green) T3: L5K (3.6%, light green) T5: L5L (3.5%, dark green) T5: L5B (3.5%, dark green) Source: Analysis by Hill Strategies Research based on a 2006 census custom data request. 38 Employment earnings of Mississauga artists and cultural workers (2006 census) Median earnings of artists: $13,000 Cultural workers: $32,700 Overall labour force: $31,000 Artists: 58% lower median earnings than local labour force 39 13

14 40 Interesting cultural development practices Quartier des spectacles: Cultural quarter in the heart of Montreal Many performance spaces in the quarter Outdoor festivals and events (Place des festivals) Public art, media projections Source: 41 Source: Before photo: Daoust Lestage. After photo: Stephan Poulin

15 Young artists and activists created the Beautiful City billboard fee campaign Created an alliance of artists and cultural organizations 2001: Idea of billboard fee to fund art in public spaces first introduced in Creative City Youth Consultations 12 years of advocating for a billboard tax with revenues to be directed to arts and culture support Council motion passed in January 2013 $6 million in new funding for the arts in 2013 Toronto has committed to reaching $25 per capita municipal cultural investment by 2016 Sources: BeautifulCity.ca and Toronto Arts Foundation website 43 Complement but differentiate from the cultural competencies of the core city Seek new cooperative partnerships with others at the edge Affordability for artists? planning for live/work space initiatives subsidized bidi d artist t housing studio space zoning flexibility Source: Edge Cities: Competitive and Collaborative Creative Economy Strategies for Surrey, Catherine Murray, Centre for Policy Studies on Culture and Communities, Simon Fraser University, Indirect support for cultural development Initial attempt at cataloguing / measuring indirect supports Indirect cultural investments in five large Canadian cities: A preliminary analysis Hill Strategies Research for the City of Toronto, April

16 Indirect support for cultural development Below market or nominal rent for cultural organizations in Cityowned spaces Property tax rebates / exemptions for cultural organizations that own their own venue (whether through local decisionmaking or provincial statutes) In kind services for festivals, special events, film, etc. (e.g., permits, fire, police, EMS, waste management, transit, etc.) Density bonusing (i.e., allowing higher building density in return for community benefits) Free or below market rates for advertising on city structures (e.g., bus shelters, buildings, etc.) 46 Indirect support for cultural development Community use agreements / public use of private spaces (e.g., a re zoning condition allowing for cultural use of private space at a nominal rent) Modified planning regulations to support cultural sector (with no direct financial implications) Loan or line of credit guarantees by the city Heritage conservation incentives (indirect / non monetary) Designated cultural districts

17 Vibrant communities Direct involvement in the arts, presence of artists and organizations, audience participation can help: Build social networks Increase tolerance of others Foster a creative milieu that spurs economic growth in creative industries Increase the attractiveness of the area to tourists, businesses, new residents and investments Source: Developing and Revitalizing Rural Communities through Arts and Culture (Creative City Network of Canada, 2009) 49 Vibrant communities Direct involvement in the arts, presence of artists and organizations, audience participation can help: Build interpersonal ties and promote volunteering Reduce delinquency in high risk youth Relieve stress Improve residents sense of belonging and attachment Build community identity and pride Source: Developing and Revitalizing Rural Communities through Arts and Culture (Creative City Network of Canada, 2009)

18 artistic & cultural social / civic innovation economic / business governance Source: Creative Cities, Canadian Policy Research Network 52 The infrastructure of urban creativity Physical environment Social networks Knowledge institutions Cultural organizations Innovation Source: Creative Cities, Canadian Policy Research Network 53 Arts education and creativity Businesses need creative people in order to compete in today s global economy. yet there is much more emphasis on math, science and other hardcore disciplines. Source: Art, Artists and Teaching, J. Paul Getty Trust,

19 Arts education Critical Evidence: How the Arts Benefit Student Achievement (National Assembly of State Arts Agencies, 2006) Impacts in 6 areas 1. Reading and language skills 2. Mathematical skills 3. Thinking skills 4. Social skills 5. Motivation to learn 6. Positive school environment Economic impacts of culture (or anything else) Many possible sources of economic activity 1. Direct impacts Economic activity in the cultural sector itself. 2. Indirect impacts Re spending of the initial cultural sector expenditures by suppliers. 3. Induced impacts Re spending of wages earned by arts and cultural workers (and the workers in supplier organizations)

20 Economic impacts of culture Many possible sources of economic activity 4. Ancillary impacts Cultural attendees spending on hotels, restaurants, transportation, etc. associated with their attendance at cultural activities. 5. Attraction factor Enhancing local areas attractiveness for tourists, residents and businesses. 6. Creativity Cultural sector s contribution to (economic) creativity, innovation and knowledge. 58 Economic impact: Tricky calculations Different studies often (usually!) use different methodologies What is net and new? Most studies do not try to assess new activity only (i.e., subtract $ that would have been spent in the community anyway; local vs. non local attendees) Other possible uses: Also have economic impacts ( opportunity cost ) 59 Economic impacts of culture in Canada Valuing Culture: Measuring and Understanding Canada s Creative Economy (Conference Board of Canada, 2009) The arts and culture are cornerstones of the creative, knowledge based economy Economic impact estimate of $85 billion in % of Canada s GDP Includes direct impact of $46 billion (3.8% of GDP) 1.1 million jobs 7.1% of total employment in Canada 60 20

21 Economic impacts of culture in Canada Valuing Culture Cultural sector generated approximately $25 billion in taxes for all levels of government in More than three times higher than governments direct spending on culture in (Hill Strategies Research calculation) No provincial or local estimates. 61 Economic impacts of culture in Canada Valuing Culture estimates Exclude video games and interactive media (not part of the Statistics Canada definition of culture used in the report) Exclude value of volunteer activity No calculation of ancillary spending (e.g., attendees spending on hotels, restaurants, transportation, etc. associated with cultural attendance). No calculations of creativity or attraction factor. 62 Economic contribution of culture in the USA Arts and Economic Prosperity IV (Americans for the Arts, 2012) Measured gross economic contribution of non profit cultural l organizations and attendees Major survey work: nearly 10,000 non profit organizations and over 150,000 attendees Also used organizational data from Cultural Data Project (similar to CADAC) 63 21

22 Culture as magnet Evidence of attraction value of the arts If this event or exhibit were not happening, would you have traveled to another community to attend a similar il cultural l experience? 42% of local attendees said yes 52% of non local attendees said yes Attending the cultural event was the primary reason for being in this community today for 59% of non local attendees 64 Culture as (valuable) magnet Ancillary spending (all attendees) $24.60 in non admission spending Meals, snacks, refreshments: $13.14 Overnight lodging: $3.51 Gifts & souvenirs: $2.74 Local transportation: $2.65 Also clothing, accessories, child care, other

23 Arts and Individual Well-Being 67 Statistical Insights on the Arts report (January 2013) Examined 8 social indicators 1. Self reported health 2. Self reported mental health 3. Volunteer rates 4. (Not) feeling trapped in a daily routine 5. Stress levels 6. Knowledge of neighbours 7. Doing a favour for a neighbour 8. Self reported life satisfaction 67 Arts and individual well-being arts, culture and heritage activities Cross tabulated with 8 social indicators 144 possible culture social connections Cultural participants have significantly better results than non participants on 101 of the 144 social connections 70% 68 Example: Art gallery visitors Art gallery visitor at least one visit to a public art gallery or art museum, including attendance at special art exhibits during the 12 months before the survey A low threshold Cultural activities may have a cumulative effect. Many cultural activities do not have explicit social goals

24 80% 70% 60% 60% 67% 58% x Art gallery visitors Non visitors 69% 63% x 62% 58% x 50% 40% 30% 47% x 50% 31% x 37% x 37% 38% 30% 45% 43% 20% 10% 0% Health (excellentvery good) Mental health (excellentvery good) Volunteer Trapped in Stress (Not at daily routine all not very stressful) Know neighbours (many most) Favour for neighbour Very strong satisfaction with life (8 10) Note: x denotes statistically significant differences. Source: Statistics analyzed by Hill Strategies Research based on Statistics Canada s 2010 General Social Survey. 70 Detailed statistical models of six cultural activities and three social indicators Arts and individual well-being Theatre attendance Pop music attendance Attendance at cultural festivals Reading books Associated with all three social indicators: Better health, volunteering, and strong satisfaction with life. Art gallery visits better health and higher volunteer rates Classical music attendance higher volunteer rates and strong satisfaction with life

25 Cultural development matters for the whole community Survey of the general public regarding the collective benefits of the performing arts in communities: 1. brings energy and vitality to the community 2. improves the quality of life and well being of residents 3. fosters a more creative community 4. promotes economic development 73 Source: Survey of the General Public (The Value of Presenting: A Study of Arts Presentation in Canada), CAPACOA / Ekos Research Associates, Why? Culture contributes to Vibrant communities Creativity and innovation Economic vitality Well being 74 Final thought 75 Mississauga has come a long way in terms of its cultural investment and cultural development There is much more that can be done! 75 25

26 Kelly Hill Hill Strategies Research Facts ~ Stats ~ Insights Questions? Hamilton, Ontario Comments? kelly@hillstrategies.com