Performing Arts Assessment Draft Report

Transcription

1 Performing Arts Assessment Draft Report Prepared by Jocelyn Bethune, for Destination Cape Breton Association

2 1 Contents INTRODUCTION:... 2 REPORT OBJECTIVES... 2 BACKGROUND:... 3 CULTURES:... 4 CULTURAL ECONOMY:... 5 PERFORMING ARTS DEFINED... 7 Performing Arts Categories, Cape Breton Island (Figure 1)... 8 ARTS & CULTURE/PERFORMING ARTS IMPACT... 9 ASSESSING THE CURRENT LANDSCAPE Stakeholder Identification: Survey Methodology: Key Survey Findings: Select Survey Questions: SWOT Analysis: Calendars: Recommendations BIBLIOGRAPHY Appendix A Stakeholders: Venues Small Stakeholders: Venues Medium Stakeholders: Venues Large (and over) Stakeholders: Event Producers Stakeholders: Players Stakeholders: Select Pubs Stakeholders: Governments & Other Entities... 35

3 2 INTRODUCTION: There is a dawning of a new arts and culture sector on Cape Breton Island. For many years (and continuing to this day) Cape Breton culture is intrinsically tied to the Celtic ways. This connection has resulted in Cape Breton s most successful festival Celtic Colours, which highlights Celtic music and culture, in communities across the island for thousands of visitors from all over the world each year. While the Celtic culture continues to be a large part and the main economic driver of Cape Breton arts & culture, there has been a shift in recent years and the array of performing arts presentations available on Cape Breton Island is expanding. The marquee above the islands traditional venues are including more musical theatre and more locally-produced plays. There are many new, fresh and invigorating events happening throughout the year that explore cultures other than Celtic. From pop-up concerts at a Sydney record store to Mi kmaq storytelling, identifying these promotional opportunities can educate residents about other cultural experiences on Cape Breton Island and ultimately strengthen performing art across the island. As such, in the spring of 2016, Destination Cape Breton Association (DCBA), a not-for profit destination marketing organization recognized the emerging and changing performing arts sector and identified a need for specialized marketing for this sector and issued an RFP to assess the performing arts sector on Cape Breton. REPORT OBJECTIVES: Define performing arts and determine associated categories/classifications Identify and categorize all stakeholders and place into proper region Assess the current landscape of work being done on Cape Breton Island Provincial Strategies CBRM Working Committee on Arts & Culture Cape Breton Partnership Arts & Culture work Cape Breton University s Boardmore Theatre Identify destinations with electronic calendars Provide an associated assessment and recommendation. Inventory of performance dates for 2016 Destination calendar options

4 3 BACKGROUND: Cape Breton Island. This rock in a stream (Kenzie MacNeil/Rise & Follies of Cape Breton, 1981) is the northernmost part of the province of Nova Scotia. It is surrounded by waters inside and out: the Atlantic and the Gulf of St. Lawrence at its perimeter; the Bras d Or at the interior. Politically, the island is divided into four municipalities Cape Breton Regional Municipality (pop: 101,619, Stats Can), Inverness (pop: 19,036, Stats Can), Richmond (pop: 9293, Stats Can) and Victoria (pop: 7115, Stats Can). The majority of the island s population (75%) reside in the Cape Breton Regional Municipality. The total population of the island is 135,974 (Stats Can, 2011) and is in decline. For the past number of years, Cape Breton has been struggling. The loss of centuries-old industries in the early years of the 21 st century exacerbated outmigration. Young and middle aged men & women, new graduates and young families have been leaving Sydney, Ingonish, and Big Pond for Halifax, Toronto, and Fort Mac. The municipalities of Cape Breton Island have some of the oldest populations in Nova Scotia, a province with one of the oldest populations in the country, (NS Department of Seniors, 2009). Highland Art Theatre, 2014

5 4 CULTURES: The Mi kmaq people were the first to inhabit the island. Over the course of the 18 th century, the French & English both claimed the land as their own at different times. For the French, Isle Royale was to be their Jewel in the North American crown. They built forts at St. Ann s, St. Peters, Ingonish in addition to the stunning Fortress Louisbourg a community that by the middle 18 th century included more than 4000 French residents who surrounded themselves with the trappings of French culture, music and fashion. In 1785 following the Grand Derangement and the mass deportation of Acadians from Nova Scotia, some mainland Francophones headed north to Cape Breton and founded settlements at Cheticamp and Arichat. By the beginning of the 1800 s, after a series of raids and treaties, all that remained at Louisbourg was ruins and dashed dreams of an empire. By then, the first wave of Scottish immigrants joined the already settled United Empire Loyalists on the shores of Cape Breton, forging settlements at Iona, Ben Eoin and Pleasant Bay. The beginning of the twentieth century saw the launch of an industrial age, with a new steel plant opened increased the demand for coal unearthed from numerous Cape Breton mines. Add immigrants from Poland, the Caribbean, Italy, and, an array of other nationalities, and the culture of Cape Breton Island was born. At the forefront of this mix and featured prominently today, is the way of the Celt Highland Dance, Pipes & Drums, tartan and plaid. The Gaelic Mod, Highland Village Day, the Broad Cove Concert are not only cultural expressions of deep history, they are now strong traditions for residents and visitors with ties to the island. The Celtic Culture has been a very strong and effective way to market Cape Breton Island as it has traditionally tied into provincial tourism programs. The Celtic Colours festival highlights Celtic music and culture in large and small communities across the island. For its 20 th anniversary season in 2016, the festival will host 50 official concerts and partner with dozens of non-profit and local groups to host cultural events such as farmers markets, Gaelic Language events and visual art activities. As an economic driver, Celtic Colours consistently pumps millions of dollars into the economy over a 9-day run. The 2014 event brought an estimated $10.4 million dollars to Cape Breton, (Source: Although the Celtic culture comprises a larger proportion of the arts and culture scene (see inventory), there has been a shift in recent years. Amongst the traditional outdoor fiddle concerts and step dancing celebrations, there has been a surge in musical theatre (Chicago and Les Miserables produced at the Savoy); while playwrights are exploring our own histories (The Margaret, The Young Ladies of Baddeck, Tompkinsville).

6 5 While the summer season sees the bulk of performing art performances, increasingly many events happening throughout the year. In the dead of winter in 2016, a pop-up concert was hosted at the Upstairs Club in Sydney marketing of the event was limited to social media channels. And a Cape Breton University (CBU) hosted a series of Shakespearean workshops tied to its presentation of Hamlet at the Boardmore Theatre. Over the course of January, several downtown locations hosted workshops relating to costume design, stage choreography, storytelling and more. Utilizing the performing arts can be an effective way to share cultural stories, preserve traditions and educate the Cape Breton population about other cultural experiences on Cape Breton Island, including those of the Mi kmaq nation and our new immigrants. Cape Breton and Nova Scotia is in the midst of a sea change. The 2014 Ivany Commission report on the economy raised the call in its alarmingly titled Now or Never: An Urgent Call to Action For Nova Scotians. Serious action is required to reverse the trend of out migration and low economic growth, (Now or Never: An Urgent Call to Action for Nova Scotians, 2014). Nova Scotia is beginning to embrace creative culture as an economic driver. The Nova Scotia Creative Council identifies that developing a creative sector will spawn other economic developments. Successful jurisdictions increasingly leverage their culture sectors to attract high tech, service sector, and knowledge industries to form creative clusters. Culture work, in particular, is knowledge based, labour intensive, and wealth creating. When a strong culture sector is present, it helps to attract and form clusters in other sectors that value creativity and innovation. (Source: Creative Nova Scotia, Culture: Nova Scotia s Future, 2014) CULTURAL ECONOMY: Arts & Culture is so much more than a play or a concert. These demonstrations are part of the cultural stories of Cape Breton Island, told through our artistic expressions. Who we were and who we are exquisitely told through song, stage and dance, created with the blood, sweat, tears and years of work that goes into creating these artistic outputs. More broadly, the arts have been looked to as a way to revitalize communities on Cape Breton Island and as a way to spark economic development.

7 6 Two conferences hosted by the Centre for Craft & Design, the Cape Breton Partnership and the Nova Scotia Department of Communities Culture and Heritage in recent years have looked at creating an economy around culture and the arts. Since the first Building a Creative Economy conference in 2013, Sydney has hosted successful a nighttime arts event Lumiere on the streets of downtown Sydney; the Highland Arts Theatre has opened and is in the process of creating a thriving art scene at the downtown core and this summer CBU has launched a new Applied Theatre program, which aims to bring theatre to non-traditional spaces while exploring social issues.

8 7 PERFORMING ARTS DEFINED It is sometimes difficult to separate performing arts offerings from arts & culture events on Cape Breton Island. To that end, it is important to define what performing arts is and in what forms it presently exists on Cape Breton Island. The federal and provincial governments define performing arts in very similar ways. Federal: The federal Government of Canada, in using the North American Industry Classification System (NAICS), defines the Performing Arts Industry as one primarily engaged in producing, or organizing and promoting, live presentations that involve the performances of actors and actresses, singers, dancers, musical groups and artists, athletes and other entertainers. Provincial: The province of Nova Scotia in its 2011 legislative act entitled Arts Nova Scotia defines the arts as including theatre, music, dance, literature, visual arts, crafts, film, electronic media and other similar creative and interpretive activities, and combinations of them. The Canadian Arts Presenting Association (CAPACOA) is a national organization with a mandate to promote the development of the presentation of the arts in Canada. In a 2012 report exploring the impact of performing arts programs across the country, it stated there are presently 1400 performing arts organizations in Canada. It identified the following categories: music/song writing, theatre, dance, comedy/humour, spoken word/storytelling, variety, interdisciplinary arts ( including circus arts), opera/musical theatre, visual arts, film, literature, media arts and other (CAPACOA, Interim Report of Findings, The Value of Presenting, 2012). For the purpose of this assessment of performing arts on Cape Breton Island, Performing Arts include those individuals and groups producing, organizing and promoting live presentations and include the following categories: Music/Song writing, Theatre (Musical/Opera) Dance, Storytelling/Interpretation (cultural experiences) Visual Arts/Photography, Film, Literature/Spoken Word Outside the Box (events, performances not typically thought of as performing arts )

9 8 Performing Arts Categories, Cape Breton Island (Figure 1) MUSIC/SONG WRITING: THEATRE (MUSICAL/OPERA) Celtic Colours Festival Savoy Theatre Productions Strathspey Place New Dawn Productions Judique Celtic Centre Enter Left productions Membertou TCC Highland Arts Theatre Gaelic College Theatre Baddeck Centre 200 Louisbourg Playhouse Granville Green series Strathspey Place Highland Tenors MTCC Atomic Records Gaelic College Colournatura St. Ann s Bay Players The Barn/Normaway Centre 200 North Highlands Cultural Centre Le Conseil des arts de Cheticamp Cape Breton Orchestra Markland Octagon Centre Shannon Studio Le Festival de l'escaouette Red Shoe Pub Baddeck Ceilidhs Kitchenfest DANCE STORYTELLING/INTERPRETATION Celtic culture (CULTURAL EXPERIENCES) Mi kmaq powwows Highland Village Gaelic Mod Fortress of Louisbourg Bell Museum Eskasoni Cultural Journeys VISUAL ARTS/PHOTOGRAPHY Cape Breton Centre for Craft & Design CBU Art Gallery Inverness Centre for the Arts Lumiere Elizabeth LeFort Gallery FILM Top Hat Pictures (Highland Arts Theatre) LITERATURE/SPOKEN WORD Governors Pub writers nights CB Regional Library offerings OUTSIDE THE BOX Cabot Relay Race Beggars Banquet

10 9 ARTS & CULTURE/PERFORMING ARTS IMPACT National: In May 2016, Statistics Canada released national statistics regarding performing arts and found that total operating revenue for independent artists, writers and performers was $1.7 billion in 2014, while total operating expenses were $1.0 billion relisting in an operating profit margin of 39.0 % Salaries, wages, commissions and benefits totaled $193.9 million. The survey consulted establishments classified according to the North American Industry Classification System and those establishments primarily engaged in the performing arts industry. An Arts Industry Digital Marketing Benchmark Strategy compiled data from over 130 Canadian arts organizations. Its report, issued in June 2016 found: Facebook, Twitter and Instagram are the preferred social media platforms. 100% of organizations had Facebook accounts/pages; 73% posted daily Arts organizations across the county indicated a lack of funding as the biggest obstacle for digital marketing success. 63% indicated not enough budget as their biggest obstacle for digital marketing initiatives 90% saw a quarter of their site traffic from mobile; 67% had mobile enables sites 24% planned to build one. Nova Scotia: 51% sold tickets online 53% indicated they did not have an adequate budget to cover their website needs Here in Nova Scotia in May 2016, Statistics Canada released a report into Economic Trends in Culture & Sport and found: Culture contributed $949 million to the Nova Scotia economy in 2014 An increase of 15.28% since 2010 The number of jobs in the culture sector in 2014 in Nova Scotia increased to 13,874, an increase of 4.73% since Live performances brought in $42 million dollars in 2014, $7 million more than in 2010.

11 10 ASSESSING THE CURRENT LANDSCAPE PROVINCIAL STRATEGIES: The Department of Communities, Culture and Heritage The mandate of the Nova Scotia Department of Community, Culture and Heritage ensures that: Nova Scotia's diverse culture and history contributes to vibrant communities that make life better for families in every part of the province. The department is presently developing a Culture Action Plan. In the spring of 2016, it conducted consultations with organizations and individuals to establish challenges, opportunities and priorities. The department expects to be defining culture broadly. Culture includes archives, libraries, arts, natural heritage, cultural identities, architecture, languages, museums, diversity, creative industries and much more, (Nova Scotia Department of Communities, Culture and Heritage website, Spring 2016) As part of the Culture Action Plan, the department conducted a survey of Nova Scotians in the spring of Culture Conversations asked Nova Scotians for input on what culture meant to them and how cultural activities can be supported. The final report, including survey results are expected in the fall of Trends in the Arts & Culture sector released by Stats Can and the Department of Communities, Culture and Heritage (May 11, 2016) show Nova Scotia has seen notable growth in arts, culture and heritage since Specifically, the sector contributed $949 million to the NS economy in 2014 an increase of 15.28% since The number of jobs in the sector has increased 4.73% from 13,247 to 13, 874 over the same time period, (Department of Communities, Culture & Heritage, May 2016). Between 2010 and 2014, trends in culture GDP have decreased or stayed the same in individual provinces across the country, Nova Scotia is one of only two provincial or territorial jurisdictions to see an increase, however slight, at +0.2 percent, (Department of Communities, Culture & Heritage, May 2016). Creative Nova Scotia Leadership Council Creative Nova Scotia Leadership Council is an advisory body that reports to the Minister of Communities, Culture and Heritage. It was created in December 2011 through a provincial act. Its mission is to: Provide leadership to the Nova Scotia government for the development of policy that elevates the arts and artists, and promotes artistic activity.

12 11 In 2012, as one of its first orders in business, the committee compiled a literature review of cultural economies in other parts of the world, laying a foundation for crafting a plan for creative economies in Nova Scotia. In July 2015, the Council issued Culture Now: For Positive Economic and Social Outcomes, a report that recommends: culture be tied to economic development activities and that by developing creative clusters around the province, other sectors will thrive. The Cape Breton Partnership The Cape Breton Partnership is an economic development agency mandated to enhance prosperity to Cape Breton Island and the community of Mulgrave. As listed on its website, its strategic goals include addressing economic issues and growth opportunities and encouraging the retention and expansion of existing area companies. The Cape Breton Partnership recently launched an Arts & Culture Review assessing the cultural economy, with a focus on development and retaining the next generation of cultural workers. The end result will be an arts & culture strategy for Cape Breton Island and Mulgrave on the mainland. The review is being conducted by MBD Insight, a Toronto consultancy company. In the spring of 2016, the company conducted preliminary research, identified themes and conducted focus groups for sector consultations on Cape Breton Island. Thus far, MBD Insight has: Mapped and defined cultural resources Explored the financial impact of culture and arts on Cape Breton Island A final report will be issued later in Cape Breton Regional Municipality (CBRM) Arts & Culture Roundtable The Cape Breton Regional Municipality Arts & Culture Roundtable is volunteer advisory body established in January The goal, at present, is to develop a creative economy growth plan that would help direct policy and staff decisions. The group is linking creative economy with economic development. Thus far, the Cape Breton Regional Municipal council has approved $25,000 for a study, with the expectation that other partners will provide additional funding, to develop a creative economic growth plan for the municipality arts funding, (Interview with Joella Foulds, chair of CBRM Arts & Culture Roundtable, June 2016).

13 12 Prior to the creation of the Arts & Culture Roundtable, the CBRM commissioned a report that reviewed performing arts venues in the municipality. The report identified strengths and weaknesses and recommended that CBRM venues (and in fact all Cape Breton venues) investigate a shared marketing and promotional program. Recently, the CBRM Recreation Department has been very active in creating events for the municipality including launching a Winterfest in 2011, a New Year s Eve celebration in 2015 to mark the 20 th anniversary of the CBRM and a summer concert series at Wentworth Park. Arts and culture needs to be included in decision making and not just under recreation departments; real quality art, performing art needs to be aligned with economic development and not as an afterthought. Joella Foulds, Chair CBRM Roundtable on Arts & Culture, Executive Director & Co-founder of Celtic Colours Festival Municipalities of Inverness, Richmond, Victoria Counties Much of the bulk of organizing any type of performing arts outside the CBRM is done primarily through municipal recreation departments, individual institutions or volunteer organizations. Inverness County as a municipality endorses and encourages the arts through a number of initiatives. Linking Inverness artists work video on their county website. On their website, the recreation department has compiled flyers for festival and events calendar that are downloadable and printable. Richmond County s recreation department hosts an online calendar with events for residents. There is a Winterfest celebration and a quarterly newsletter published with event listings. Victoria County hosts the webpage which is aimed at nonresidents. It includes information on area artisans and features an on-line searchable events calendar.

14 13 Theatres Neptune: As the region s largest professional theatre, Neptune has an impact on the culture sector on Cape Breton Island. It draws audiences from Cape Breton (more than 20% of their audience comes from outside the HRM) and is a training ground for those in the theatre, with an employment roll of, at times, more than 400 on stage and behind the scenes positions. An Economic Impact Study released in March 2015, states: The theatre s economic clout permeates throughout Nova Scotia, driving job creation in a variety of sectors, while generating more than $1.5 in tax revenues and contributing an estimated $9.5 million to Nova Scotia s GDP, (Economic Impact Study, Neptune Theatre, 2015). Boardmore: The Boardmore is part of Cape Breton University and so at its heart is a teaching theatre. For more than three decades, it has been presenting a season of plays annually, including a One-Act Festival and mounting a Shakespearian play aligned with local Cape Breton high school students English courses. The Boardmore provides all the infrastructure of a theatre with props, lighting, staging and is utilized for Cape Breton University s Theatre Arts Certificate program and other courses used in Bachelor programs. In January 2016, the Boardmore expanded and joined with other downtown Sydney organizations to offer a series of workshops based on Shakespeare s Hamlet, the play they were undertaking. Over the course of four Saturdays, workshops specifically tied to the play were he hosted by the Highland Arts Theatre, New Dawn Centre for Innovation, Cape Breton Museum for Heritage & Design and ACAP Cape Breton, thus extending the Boardmore s reach into the urban core. In June 2016, the CBU s Board of Governors approved a new program, a Bachelor of Arts (BACS) in Applied Theatre. Chicago, The Savoy, 2014

15 14 Stakeholder Identification: For the purpose of this assessment, stakeholders were identified and placed into subsections which included: Venues: were divided according to audience capacity. Small capacity; Medium ; Large (and over). Event Producers: includes regular events such as Celtic Colours Festival and stakeholders which produce performing art offerings (Cape Breton Orchestra, Savoy Theatre) Government & Other Entities: For most municipal units on Cape Breton Island, Recreation Departments organize community festivals and host event calendars. Players: Key people in the sector. Select Pubs: Pubs with a thriving event calendar See Appendix A for a complete listing. Survey Methodology: Over 50 stakeholders were identified and segregated into primary and secondary stakeholders. A primary stakeholder was identified as a venue/event that has a performing art program as the primary focus of their mandate. A secondary stakeholder was identified as venue/event where performing arts are not the primary focus, but the venue does host those events defined as performing arts. A survey was developed in consultation with Destination Cape Breton Association and included questions on venues (capacity), performers (location of the majority of your shows) and marketing in general (where do you advertise) as well as other open-ended questions that allowed respondents to provide information on marketing and calendar options. Surveys were ed to 53 identified stakeholders on June 7, Eleven recipients responded that day. On June 9, 2016, the survey was ed to the 42 remaining recipients with a reminder. The following week, 15 primary stakeholders were selected from the remaining recipients that had not yet responded and a new introduction was customized and sent. Also at the same time, the survey was re- ed to five select pubs with a new customized introductory letter. In July, surveys were again ed to the remaining stakeholders. Phone interviews were conducted with 12 stakeholders between July 14 and July 23, which included manual inputting of answers and the opportunity to ask follow up questions.

16 15 By the end of the survey period, a total of 34 surveys were completed and 36 stakeholders had been consulted. Two stakeholders were interviewed for expertise regarding culture on Cape Breton and event calendars. Survey issues: Discrepancies are noted between the number of recipients who received s and the number of identified stakeholders. Some venues are overseen by a single entity and respondent (i.e.: The town of Port Hawkesbury oversees the Civic Centre venue, Granville Green event, Strait Area Educational Recreation Centre and is a stakeholder as the town of Port Hawkesbury). In other instances, two people in the same company were both identified as stakeholders, but only one responded to the survey. Key Survey Findings: More than two-thirds of respondents classified themselves as a venue for performances; the remaining, producers of a performing arts product. While the numbers were split between traditional media and advertising channels, there is no questioning the power of Facebook. All respondents (100.00%) had a Facebook page to market their event, production or venue. More than 80% have their own calendar; 92% have an online version. Asked to rate their experiences with an event calendar, 73% rate their online version average. Only 19% of respondents gave their online events calendar the highest rating of very satisfactory. More than 65% of those with printable calendars rated them as average; 33% gave their printable calendars the highest rating. 87.5% say a central event calendar would help to draw audiences to their event 93.8% of respondents would use an event calendar APP if one were available.

17 16 Select Survey Questions: Q: What is your role? More than two-thirds of respondents classified themselves as a venue for performances; a third, producers of a performing arts product. What is your primary role in the performing arts scene on Cape Breton Island? Are you... Answer Options Response Percent Response Count A performer/musician 2.9% 1 A producer 29.4% 10 A performance venue 67.6% 23 answered question 34 skipped question 0 What is your primary role in the performing arts scene on Cape Breton Island? Are you... A performer/musician A producer A performance venue

18 17 Q: How do you market your events? While the numbers were split between traditional media and advertising channels, there is no question the power of Social Media. All respondents (100.00%) had a Facebook page to market their event, production or venue. How do you market your event(s) (check all that apply)? Answer Options Response Percent Response Count Newspaper ads 72.7% 24 Radio ads 48.5% 16 Facebook page 100.0% 33 Facebook ads 39.4% 13 Twitter account 69.7% 23 Other (please specify) 27 answered question 33 skipped question 1 How do you market your event(s) (check all that apply)? 120.0% 100.0% 80.0% 60.0% 40.0% 20.0% 0.0% Newspaper ads Radio ads Facebook page Facebook ads Twitter account Respondents were provided the opportunity to add to the above selection. These are their comments. Posters Brochures Website Instagram

19 18 Rack cards Newsletters to subscribers Community Cable TV Random ad in tourism booklet Third party website Q: Do you have an events calendar? More than 80% have their own calendar; 90% have it online. Do you have an events calendar? Yes No Do you have an events calendar? Answer Options Response Percent Response Count Yes 81.3% 26 No 18.8% 6 answered question 32 skipped question 2

20 19 Q: Online version or print calendar? If you use an events calendar, do you have a... Answer Options Response Percent Response Count On-line version 59.3% 16 Printable version 7.4% 2 Both 33.3% 9 answered question 27 skipped question 7 Q: Calendar ratings: More than 65% of those with printable calendars rated them as average; 33% gave their printable calendars the highest rating On a scale of 1-3 (one being unsatisfactory, two being average and three being very satisfactory), please rate your experience in regards to marketing with each calendar Unsatisfactory Average Very Satisfactory 5 0 Online calendar Printable calendar

21 20 Q: Central events calendar A majority of respondents (87.5%) felt a central events calendar would bring audiences to them. Would a central events calendar help draw audiences to events? Answer Options Response Percent Response Count Yes 87.5% 28 No 12.5% 4 answered question 32 skipped question 2 Q: Would you use an events calendar app if one existed? More than 93% of respondents expressed an interest in a calendar app. Would you use an online events calendar app? Answer Options Response Percent Response Count Yes 93.8% 30 No 6.3% 2 answered question 32 skipped question 2 Q: What are some challenges to getting audiences to venues? Respondents could chose as many responses as they felt applied for this question. The top two challenges are marketing (79%) and the lack of a central box office (33%). What are some challenges to getting audiences to venues? Answer Options Response Percent Response Count Marketing of event 79.2% 19 Too many choices of events 20.8% 5 Not enough information online 25.0% 6 No central box office to buy tickets 33.3% 8 Other (please specify) 11 answered question 24 skipped question 10

22 21 What are some challenges to getting audiences to venues? 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Marketing of event Too many choices of events Not enough information online No central box office to buy tickets Respondents were provided with space to specify other answers. These are some of the other challenges they have encountered: Location Admission price Getting local businesses to send people to shows Cost of advertising, locale People delay buying tickets; difficult to know how effective advertising is Not enough affordable promotional opportunities No coordination between competing shows Customers buy tickets last minute Lack of info months before the event Q: Other information on calendar? This open-ended question solicited other information respondents felt could be included on a calendar. Their comments included: facility profiles, artist profiles genre, target audience Nearby attractions Previous customer feedback Website links Venue information

23 22 Video trailers, photos Directions to venue Online booking platform Q: As a performer, where are the majority of your shows? A quarter of respondents identified themselves as performers (25%) and listed the following venues as the locations of the majority of their Cape Breton shows: Highland Arts Theatre, Sydney (3 respondents) Savoy Theatre, Glace Bay ( 2 respondents) New Dawn Centre for Innovation (1 respondent) Sydney (1 respondent) Churches (1 respondent) Masonic Hall, Baddeck (1 respondent) Western Cape Breton (1 respondent) Beggars Banquet, Louisbourg (1 respondent) As a performer, where do you perform the majority of your shows on Cape Breton Island? Please state community and venue. Answer Options Response Count 7 answered question 7 skipped question 27 Q: Respondents were encouraged to provide further comment at the end of the survey. Organizations meet each fall to plan for upcoming year. Most tourists book months in advance; too many websites are still showing 2015 dates into June Centralized marketing strategy is a step in the right direction. With declining marketing money, this would help maximize opportunity for success. Biggest challenge is a lack of funding and government support. More funding projects specific to Cape Breton Pre- setting dates to avoid conflicts with other events A winter festival could enliven arts community year round. Libraries provide a venue for new and emerging artists to reach new audiences More focus on multi-cultural events

24 23 SWOT Analysis: Strengths: Plenty of product Authenticity Demand for products Weaknesses: Lack of cohesiveness Lack of central box office Not all events have ability to sell tickets on line Not all events/entities want to be part of a larger marketing program Disorganized listings can discourage participation/attendance of events Event dates updated too infrequently. Travellers booking trips in winter and spring. Calendars not updated until summer months Stale info is misleading & frustrating Opportunities: Developing an events calendar app for smartphones could encourage local tech start-ups Organizing an advisory committee; meeting every fall to plan for up-coming year. Demand exists; product exists Development of stronger arts community Increased economic development opportunities Threats: Loss of audience Loss of business Loss of visit due to inability to plan events for vacation

25 24 Calendars: Sometimes it is very clear what a performing art offering on Cape Breton Island is (musical theatre at the Savoy, Hamlet at the Boardmore, opera at the Bell Museum) and sometimes, it is not (traditional fiddle music at a pub in Cheticamp, open mike at the Glace Bay Legion, Lunchtime Ceilidh at Judique Celtic Music Interpretive Center). The sheer number of events explodes over the summer months, with the bulk of events occurring between July 15 and August 15. What to include in a calendar to ensure the pertinent information is transmitted and not lost in the busyness of too many details. The really good calendars are searchable in various intuitive ways: by date, by event, by location, by genre. By date or by location: A visitor is planning a trip to Cape Breton and will be in Cheticamp on specific days. They want to know what events are happening when they are in the area. Perhaps they wish to purchase tickets at this time. By event: A resident has family visiting from Alberta in July. She wants to take them to The Bells of Baddeck. By genre: A Sydney family is wondering if there are any arts camps this summer. There are also two very distinct audiences for performing arts offerings visitors and residents, and both vary in the way they receive their information and when they make their decisions whether or not to attend. Websites with event listings used by primarily Cape Breton residents (What s Goin' On, Cape Breton Go), tend to be focused on a local audiences; whereas tourismcentered websites tend to be focused on the visitor (Victoria County Events calendar). For some calendars, the municipal borders tend to define the locales where events are listed from. While others, especially in the high season of summer, include events from around the island. The sheer number of events can be daunting and many organizations chose to list only those events at their site. Dave Mahalik is the creator and editor of the online magazine What s Going On. He has more than 20 years experience in listing arts & entertainment events on Cape Breton Island. He is also the Communications Officer for the Celtic Colours International Festival and has designed an interactive event listing for print and online that incorporates multiple listing features. His database on What s Goin On website is searchable by region, by keyword and by date, ensuring that the material is accessible to locals typically searching for a group or event and visitors, who tend to search for an event within a certain time frame. During an interview, he said experience has taught him that in order to have an up-to date product, there must be a full

26 25 time paid position attached to the work. Someone has to take the reins. It has to be someone s job to gather this information, input it into a website it and promote it, (Dave Mahalik, Interview, June 2016). Michelle Leamon, manager of the Louisbourg Playhouse said her site-specific events calendar gets updated once she has hired a student, often in late June. So many visitors are planning and booking their trips in the winter and early spring and what they see when they visit our site is last year s schedule, (Michelle Leamon, interview, June 2016). A central events calendar is a need for the island. Updating and maintenance of calendar is a top priority to its success. -DCBA Survey Respondent Online Events Calendars The following are events calendars that include events from across Cape Breton Island: What s Going On ( is an online arts & culture magazine with an events calendar that is updated daily. Launched in 1995 as a print magazine, its content is now only online. Its content has expanded to include lifestyle and recreational activities. What s Goin On was created and is edited by Dave Mahalik. Cape Breton Go ( is a website that includes original content, news and events. The events calendar is available in monthly, weekly and daily formats. Users can post their own event on the calendar. Founded by Matthew Georgiou, owner of MediaSpark, a Sydney software development company. Music Cape Breton ( is a site created by Cape Breton musician Mike Little. It provides comprehensive listings for music, festivals and events on Cape Breton and mainland Nova Scotia. Caper Live ( is a free events website primarily for the promotion of Cape Breton musicians and artists. Listings are supplied by those who submit events.

27 26 Screenshot of the Savoy s online calendar While most organizations with online events calendars list events only from their site, the following calendars are noteworthy in their design, access to information and ease of use. Judique Interpretive Center lists site events. It is searchable and offers a print version. It is easy to read and easy to use. It also offers links to their Facebook page (which provides more information on the artist) and links to buy tickets to the event as well as the artist s music. North Highlands Community Museum & Cultural Centre lists site specific events with images and descriptions. Conseil des Art des Cheticamp is site specific; details performances (in both English and French), can buy tickets through calendar. Gaelic College is site specific and includes other events such that are associated with the college such as Kitchenfest and Celtic Colours. It is searchable and able to be synched with other devices such as Smart and iphones. A central event hub would be great many of us smaller entities are not always successful in getting the word out. These performing arts events are operated by volunteer or non-profits so marketing is done on the fly, without an overall plan. Ian Green Owner of Colouratura Fine Art Gallery & producer of Cabot Classical Music Festival

28 27 Recommendations 1. Create an advisory committee: An advisory committee, complied with names from this report, should be crafted to further this work. One survey respondent noted that a meeting could be held each fall to update all the players of upcoming plans. Basic guidelines should be developed for oversight to ensure old data is removed or archived; that communication is transmitted as to when site will be updated and contact info for consistent messaging. Recommendation: Create an Events Calendar committee and develop basic protocols. 2. Create an Events Calendar Application (app) for Smartphone: A recent survey of broadband usage in Victoria County found that two-thirds (60%) of those surveyed, use their mobile devices to search and spend time on the Internet. Visitors are using mobile devices on the road when they arrive in locations to find events and activities. In a survey conducted as part of this Performing Arts Assessment for Destination Cape Breton, over 90% of stakeholders would use an app if one were available. Recommendation: Reach out to the Cape Breton start-up community to create an app for events on CBI. 3. On This Date Calendar: One way of linking events to Cape Breton history and attractions is to develop marketing materials surrounding On This Date. Example: For a July 11 performance of The Bells of Baddeck; on this date in 1878, Alexander Graham Bell married his love Mabel Hubbard. See their love story come to life at the Bells of Baddeck. Recommendation: Create a list of historical data that can be linked with events and used for marketing Cape Breton performing art product. 4. Support Volunteer organizations are often busy with the everyday running of an operation of an event. Performing artists often do not have training in business. Adopt the Celtic Colours philosophy and bring courses beyond the borders of the CBRM. Possible courses include: Setting up a Facebook page/twitter Account/Instagram; guidelines for updating social media and website pages and how to promote your event locally. Recommendation: Have Centre for Craft & Design or New Dawn Centre for Social Innovation conduct short training courses for non-profits, community groups and artists.

29 28 5. Inventory An inventory of who, what and where of performing art on Cape Breton Island is a starting base for any future marketing efforts. Recommendation: Compile a database of performing arts organizations, offerings and artists for Cape Breton.

30 29 BIBLIOGRAPHY Creative Nova Scotia, Culture: Nova Scotia s Future, pdf Neptune Theater Economic Impact Study, %20Study%20April%207% pdf Culture Indicators, National, Stats Can Trends in NS g.pdf) ( CBRM Report on Performing Arts Venues, 2014 Celtic Colours pelley_cape_br eton_celtic_festival_presented_at_moneison_centre_nov_19_2010.pdf Arts How the arts impact communities; Joshua Guetzkow, Centre for the Arts & Cultural Policy Studies, Princeton University, 2002 CAPACOA, Interim Report of Findings, The Value of Presenting, 2012 Creating Cultural Connections, Barrie Arts & Culture, Strategic Marketing Plan,

31 30 Appendix A Stakeholders: Venues Small Venue Capacity Location Region Performing Art Offerings New Dawn 125 Sydney CBRM -Ideas presentations -films for change Inverness County Centre for the Arts Judique Interpretive Centre Bell Museum Shannon Studio Highland Village (Tuning room)* 109 Inverness Ceilidh 80 (dining room seating) 150 (building) 199 theatre seating in HD hall 65 in theatre Judique Baddeck Ceilidh Cabot 100 (1200 sq. ft.) Port Hawkesbury Ceilidh 100 Iona Bras d Or Lakes Masonic Hall 65 Baddeck Cabot North Highlands Not available Cape North Cabot Cultural Centre Colourataura 65 Indian Brook Cabot -workshops, plays, films, in residencies, art gallery, participation art -ceilidhs, concerts, -Bells of Baddeck -Bicycle Opera -On site Interpretation -concerts -concerts -storytelling sessions -concerts Theatre, concerts Presentations, theatre, concerts, film Classical music performances Electronic Calendar (as of June ) Yes. Site specific. Not updated. Very good calendar. 3 categories Excellent calendar. Site events. Printable. Searchable. Links to their FB page, can buy tix & music. Yes. Performance listings for BOB only. Yes. Site specific. Can buy tix. N/A No. Site specific schedule of events. No. Listing of performances Venue Capacity Location Region Performance Art Offerings Electronic Calendar

32 31 Markland Octagon Arts Centre Not available Dingwall Cabot Musical performances The Upstairs Club N/A Sydney CBRM Occasional acts, pop-up concerts Atomic Records N/A Sydney CBRM Occasional popup concerts Cape Breton Regional Libraries Cape Breton Centre for Craft & Design Sydney CBRM Ingonish Baddeck CBRM Cabot Author readings, occasional music, dramatic presentations No calendar. Site event listing. No calendar. No website. Unofficial FB page. No calendar. Links to a.pdf newsletter N/A Sydney CBRM No calendar. Site specific listing of events Mi-Careme 100 Cheticamp Cabot Acadian cultural events. No calendar. Stakeholders: Venues Medium Venue Capacity Location Region Performing Art Offerings Highland Arts Theatre Louisbourg Playhouse Strathspey Place Boardmore Playhouse Sydney CBRM -theatre presentations, film festivals, concerts 220 Louisbourg Fleurdes-lis 448 Mabou Ceilidh 337 Sydney CBRM -musical presentations/seasonal -music concerts, commercial film, theatrical presentations -theatre & theatre development ( Hamlet Workshops) 1-act play festival Electronic Calendar (as of June ) Site specific schedule.. Listed on eventful website. Not updated as of mid-june Site specific. Searchable by day. No calendar. Lists venue events can by tix to online. No calendar. Links to What s Goin' On website.

33 32 Conseil des Art des Cheticamp Joan Harris Pavilion Membertou Trade & Convention Centre? Cheticamp Cabot 400 Sydney CBRM 400 Multipurpose Room (850 Great Hall) -theatre, dinner theatre, concerts Multi-use facility, concerts, conferences Membertou CBRM Multi-use facility, concerts, conferences Yes. Very good layout. Site specific No calendar. Events page with website. Listings of past events. Site specific schedule with purchase of tix available. Gaelic College New Dawn Centre for Innovation Highland Village Granville Green 350 Great Hall of the Clans 450 bench seats/outside gymnasium 200 Outdoor stage Outdoor St. Ann s Sydney CBRM Iona BDLakes Port Hawk Ceilidh Cabot Concerts, demonstrations, theatre presentations Event calendar for GC. Very good. Searchable, site specific. CBRM Concerts, theatre Site specific event listing. Not recently updated. Concerts, onsite interpretation Concerts Event calendar exists on webpage; not presently used or updated. Site specific performances Stakeholders: Venues Large (and over) Venue Capacity Location Region Performing Art Offerings Joan Harris Pavilion Pittman Hall 800 Sydney CBRM Multi-use facility, concerts, theatre Savoy Theater 761 Glace Bay Marconi Musical theatre, theatre, concerts Centre 200 Seating for 6500/5000 for concerts Electronic Calendar (As of June 15, 2015) No calendar. Events page with website. Listings of past events. Yes. Sydney CBRM Concerts Site specific listing of events with

34 33 Membertou Trade & Convention Centre Port Hawkesbury Civic Centre Wagmatcook Culture & Heritage Centre Open Hearth Park Strait Area Education Recreation Centre (SAERC) Fortress Louisbourg Association Parks Canada/ Fortress Louisbourg Great Hall 850 (multipurpose room 400) 500 Bear Head Conference Centre; 1000 fixed seats, 2000 theatre seating in arena 500 theatre seating/350 banquet Outdoor venue? link to purchase tix. Membertou CBRM Concerts Site specific schedule with purchase of tix available. Port Ceilidh Concerts Yes. Site Hawkesbury specific. Wagmatcook 584 Port Hawkesbury BDL Scenic Concerts Yes. Not updated. Sydney CBRM Concerts Site specific listing of events. Not updated. Ceilidh Concerts SAERC website for school. SEARC events on Port Hawkesbury Civic Centre website. N/A Louisbourg Marconi Concerts/Interpretation No calendar. N/A Louisbourg Marconi Concerts/ Interpretation No calendar. Listing of site experiences. Stakeholders: Event Producers Venue Capacity Location Region Performing Art Offering Celtic Colours N/A Island wide Island Festival of Cape wide Breton culture and music Electronic Calendar Very good. Includes events other than concerts that occur during festival.

35 34 Lumiere N/A Sydney CBRM No. Bells of N/A Baddeck Cabot Yes. Basic. Baddeck Performance Theatre Baddeck Eskasoni Cultural Journeys Baddeck Gathering Ceilidhs Beggars Banquet Cabot Relay Race Cape Breton Orchestra N/A Baddeck Cabot N/A Eskasoni Bras d Or Lakes 60 Baddeck Cabot Mi kmaq culture interpretation Celtic music and dance N/A Louisbourg Marconi Interpretation No. N/A Baddeck/ Ingonish/Cheticamp Cabot Travelling race/circus N/A Sydney CBRM Music No. dates. Yes. Performance dates. No calendar. Yes. Well laid out. Site specific No. Stakeholders: Players NAME Robyn Cathcart Ross Hunter Dave Mahalik Alyce MacLean Ross Hunter Christie Ziss Welsey Colford Joella Foulds Mike Little Bev Brett ROLE/COMPANY Performer/artistic director Enter Left Productions What s Going On editor/ Celtic Colours Communication Officer Chair, Lumiere Director, Enter Left Productions Producer, Theatre Baddeck Artist Director, Highland Arts Theatre Chair, CBRM Arts & Culture Roundtable & Executive Director & Co-founder of Celtic Colours International Festival Website/content provider Artistic Director, St. Ann s Bay Players Stakeholders: Select Pubs PUB Capacity Location Region Performing Art Offerings The Doryman Pub, Cheticamp N/A Cheticamp Cabot Acadian & Celtic music Calendar Yes. Site specific.