Created in Barrie is a summary of the results of the Culture Market Study of Barrie and Simcoe County. The City of Barrie Department of Culture shared the results at its second annual update to the community and the culture sector. Artists, arts organizations and culture sector workers, patrons and supporters attended this event on Tuesday, March 23rd in Barrie, Ontario, Canada.
1. Created in Barrie
Created in Barrie
Understanding Barrie’s Arts & Culture Markets
Presentation at
Department of Culture Annual Update
The Resource Management Consulting Group
www.rmcg.ca
March 23, 2010
March 2010
2. Why?
Created in Barrie
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
→ Market information to share with A&C orgs & Tourism Barrie
2 March 2010
3. How?
Created in Barrie
Phase 1: Barrie Arts Committee Input Bracebridge
Workshop
Gravenhurst
Phase 2: Resident Surveys
710 Barrie (half north & south) Midland
693 Regional (half north & south)
Phase 3: Barrie Resident Focus Groups
Collingwood
Participants recruited from resident Barrie
survey
Phase 4: Geo-demographic analysis using Alliston
PRIZM “lifestyle” clusters Newmarket
Aurora
3 March 2010
4. Important Definitions
Created in Barrie
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
Participation
Audience
Performer or artist
Student
Member of an organization
4 March 2010
5. “Respondents” vs “Residents”
Created in Barrie
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
Barrie Respondents
Lived in Barrie average of 18 years
Range <1 to 40 years
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
5 March 2010
6. Respondents’ Participation in A&C
Created in Barrie
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)
Most Barrie respondents’ children participate, projecting to the population…
→ 2/3 of Barrie children involved in A&C
Barrie respondents participate in Barrie
Most regional respondents participate in community, skip over Barrie and go to Toronto
6 March 2010
7. Created in Barrie Barrie vs The Region Barrie respondents had highest participation
in Barrie for all categories
Where Barrie Respondents Participate
Very high Arts & Crafts participation
Barrie Toronto/GTA Other
Travel from Barrie for at least one performance/year?
Music 70% of respondents = 47% of residents
Orion (2005) 54% of residents
Arts & Crafts
Drama/Dance
Where Regional Respondents Participate
Visual arts
Barrie Toronto/GTA Other
History
GTA big music draw
Music Own communities for
Cultural heritage everything else, except…
Arts & Crafts
Poetry/literature
Drama/Dance Barrie for arts & crafts
0% 20% 40% 60% 80% 100%
Visual arts
N=85-551
History
Cultural heritage
Poetry/literature
0% 20% 40% 60% 80% 100%
N=86-565
7 March 2010
8. Created in Barrie Respondents’ Annual Household A&C Spending
Average 2009 Household
Barrie residents tended to Arts & Culture Spending
spend more than regional Barrie Region
residents for all three Equipment/Accessories $946 $298
categories. This much higher
Attendance at events $841 $725
value for equipment &
accessories resulted from 4 Lessons $367 $263
respondents who each spent Total $2,154 $ 1,286
between $40,000 and
N=577-665/574-637
$250,000.
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
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)
1 City of Barrie Households, 2006 Census of Canada, http://www40.statcan.ca/l01/cst01/famil124e-eng.htm
2 Building a Creative Future: A Plan for Culture, Final Report, City of Barrie, April 2006
8 March 2010
9. PRIZM C2 Geo-Demographic Analysis
Created in Barrie
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
9 March 2010
10. Created in Barrie PRIZM for A&C in Barrie
Calculated a Barrie A&C Index for Barrie’s PRIZM clusters (25) Highest Score = 358
A&C Index = % of A&C sample
Lowest Score = 0
% of pop 5 clusters
Identified 11 target clusters
10 March 2010
12. Making Decisions About
Created in Barrie
Participating in A&C
Primary Decision-Maker
Barrie Region
Together 54% 54%
Female 38% 38%
Male 8% 8%
N=699/679
Women lead family decisions
12 March 2010
13. Created in Barrie Finding out about A&C…
Finding Out
Barrie respondents Regional respondents
Traditional media still strong
Newspaper
Radio
Social media Social media!!
Magazines
Internet
E-mail
Word of Mouth #1
0% 20% 40% 60% 80% 100%
N=708/688
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.
13 March 2010
14. The Most Important
Created in Barrie
Arts or Cultural Activity, Performance or Event
Where? 89% of Barrie respondents
participated in their most important
Barrie A&C activity in Barrie
GTA
Orillia
57% of Regional respondents
Simcoe County identified Toronto experiences
Ottawa 24% participated in Barrie
Midland/Penetang
Stratford
Rama
Niagara
Muskoka
Hamilton
0% 25% 50% 75% 100%
14 N=618/577 March 2010
15. Created in Barrie The Most Important A&C Activity/Performance/Event
Barrie Respondents
Kempenfest 30%
puts Barrie on the map
Music concerts 16%
Theatre/musicals 14%
Gryphon Theatre 5%
Museum/art gallery 4%
MacLaren 4% Gryphon, MacLaren & Theatre By The Bay
Dance/ballet 3%
Theatre by the Bay 3%
Choir 3%
Caribfest 2%
Two new events: Caribfest & Film Festival
Arts & Crafts 2%
Film Festival 2%
Talk is Free Theatre 1%
Jazz /Blues Fest 1%
New Years Eve 1%
Celebrate Barrie 1%
Historical Events 1%
Christmas events 1%
Named Barrie experience
15 N=617 Experience category March 2010
16. Created in Barrie The Most Important A&C Activity/Performance/Event
Regional Respondents
Theatre/musicals 33%
Music concerts 26%
Museum/art gallery 11%
puts Barrie on the map
Kempenfest 6%
Dance/ballet 5%
Arts & Crafts 3%
Cultural/Ethnic 2%
Historical Events 2%
Film Festival 1%
Education/school 2%
Stratford/Shaw 1%
Gryphon Theatre 1% Gryphon & MacLaren
MacLaren 1%
Choir 1%
Jazz and Blues 1%
Christmas Events 1%
N=578
Named Barrie experience
Experience category
16 March 2010
17. Created in Barrie The Most Important A&C Activity/Performance/Event
Barrie Respondents
Kempenfest 30%
Music concerts 16% How?
Theatre/musicals
Regional14%
Respondents
Gryphon TheatreTheatre/musicals
5% 33% Spectator/audience
Music concerts
Museum/art gallery 4% 26%
MacLaren Museum/art4%
gallery 11% Parent/supporter
Dance/ballet Kempenfest 3% 6% Almost everyone is a spectator
Dance/ballet3%
Theatre by the Bay 5% Organization member
Choir Arts & Crafts3% 3%
Cultural/Ethnic 2%
Performer/artist
Caribfest 2%
Arts & Crafts Historical Events
2% 2%
Student
Film Festival Film Festival 2% 1%
Education/school
Talk is Free Theatre 1% 2%
Your job
Jazz /Blues Fest Stratford/Shaw
1% 1%
New Years Eve Gryphon Theatre
1% 1% 0% 25% 50% 75% 100%
N=622/583
Celebrate Barrie MacLaren 1% 1%
Historical Events Choir 1% 1%
Christmas events Jazz and Blues
1% 1%
Christmas Events 1%
17 March 2010
18. Created in Barrie
Along with Toronto, Barrie seen as a
vibrant community for arts & culture
18 March 2010
19. Created in Barrie Ontario communities with most vibrant A&C scene
Vibrant A&C Scene Toronto first, Barrie second
Barrie respondents Regional respondents
Toronto/GTA
Barrie
Stratford
Ottawa
Why?
Niagara-on-the-Lake
Orillia Barrie respondents Regional respondents
Muskoka Variety/choice/diversity
Midland/Penetang
Funding/quality/producti…
Collingwood
Multi-cultural
0% 20% 40% 60% 80%
Community participation
N=637/595
Attendance/size
Aesthetics/geography
Facilities/venues
0% 20% 40% 60% 80%
N=637/574
19 March 2010
20. Created in Barrie In their own words…
Barrie Toronto
The excitement of people involved… they give Variety of venues, gives you more choices
150% and we try support each other Eclectic assortment of people
The lake and beauty of Barrie Draws larger professional productions
The city itself, not as big as Toronto, makes it
feel like a gathering of friends
Stratford/Niagara-On-The-Lake
It's a local happening and you don't have to
travel for it and you support your community High quality performance - restaurant facility
by doing it combination at a reasonable price
A lot of things to choose from, good quality
and entertainment Ottawa
Because it comes up with new ideas and The many events that occur.
there’s always something to do there It’s bilingual and it’s the capital.
Collingwood Mid-Penetang
Orillia Muskoka
It has a lovely King’s Wharf
Availability of Everybody buys historic Theatre and
shows at a good in and everyone downtown, many historic sites
price shows up artists, great Dynamic artists
music scene, good group and local
arts council theatre group
20 March 2010
21. Created in Barrie
Attendance at Barrie’s A&C Attractions,
Events & Performances in the past year
Festivals & events are Barrie’s mainstay
Almost all Barrie respondents participated
High proportion of regional respondents participated
Projecting…
→ 50% of Barrie & 20% of regional residents participated in Barrie A&C
in the past year
21 March 2010
22. Created in Barrie Barrie Respondents’ Attendance (past year)
Attendance at Barrie A&C Attractions 2/3 went to Kempenfest 2009
Kempenfest
Celebrate Barrie
Gryphon theatre 1/3 went to Celebrate Barrie, Gryphon
Rock Theatre and rock music performances
Downtown Countdown
MacLaren
Jazz
Choir
Theatre by the Bay
Caribfest
Attendance at Barrie A&C Attractions
Orchestra
Folk Festivals & Events
Talk is Free
Kempenfelt Players Music Performance
Barrie Concert Assoc
Barrie Film Festival Performing Arts
Lawn Chair Luminata
Poetry/lit Visual arts
Barrie Art Club
Poetry or lit reading
0% 10% 20% 30% 40% 50% 60% 70%
N=710
0% 20% 40% 60% 80% 100%
N=710/693
22 March 2010
23. Ratings for Barrie’s A&C scene: Mediocre
Created in Barrie
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 Can Improve…
Community/people/talent More/improved venues
Variety & choice Better advertising
Location Variety of events, performances, activities
23
March 2010
24. Created in Barrie In their own words…
One way the City of Barrie can improve A&C in the community?
Barrie Respondents
Regional Respondents
1) More/improved venues
A better venue or building (we only have 1) Better advertising
Georgian College as a theatre) I'm an out of towner. I am a half hour away and
Build a proper performing arts venue downtown don't know what's going on.
Having a building in the city where all things are Earlier and wider geographical promotion
under one roof (culture centre) Notification in the community papers in the
2) Better advertising surrounding area
More lead advertising so people know ahead of 2) Increased variety of events/diversity
time to plan It has to have more variety and imagination, not
Web/paper/magazine page what's on Barrie for the same as other communities
all art & culture, a weekly listing I think more cultural diversity
Having a centralized place that would advertise More festivals/different cultural festivals
all of these things 3) Improved/increased facilities/venues
3) Variety of events, performances/activities Appropriate arts center. More all the arts
Additional types of festivals/music festivals, a including workshops and studios
little more worldly Downtown theatre
Involve more of the newer ethnic groups in town Re-create atmosphere at Molson park
in different cultural events
They can offer more outdoor concerts and bring
in the larger groups they used to have N=379
N=533
24 March 2010
25. The Future
Created in Barrie
If Barrie was as an important A&C centre, what would it be like?
Focus Groups
Sustainable cultural centre
Performing house
Space for studios, teaching, mentoring
Distinctly Canadian
Excellence
Recognized 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
25 March 2010
26. What have we learned?
Created in Barrie
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
Where can Barrie Culture go from here?
Quality, variety, cultural diversity
Accessibility
Celebrating local talent 1. Improve A&C Communication & Awareness
Setting and “vacation” atmosphere
Kempenfest put Barrie on the A&C map & Events Strategy & Action Plan
2. Festival
Growing pains
Molson Park put Barrie on theImprovelost Spaces
3. map– now A&C
Waterfront – losing setting by overuse (vendor control)
More facilities needed/wanted
26 March 2010
27. Created in Barrie 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
27 March 2010
28. Created in Barrie 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
28 March 2010
29. Created in Barrie 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
29 March 2010