GOOD HeART art from the heart MID-WEST ABORIGINAL ART PROJECT 2012 Golden Target Awards Submission, PRIA
EXECUTIVE SUMMARY The Good HeART Mid-West Aboriginal Art project is an Oakajee Port and Rail (OPR) initiative that provides Indigenous artists in Western Australia s mid-west region with the opportunity to promote their culture and showcase their works in an annual gala exhibition. As OPR s foundation community project the exhibition is developing into a multi-platform project to help underpin a sustainable arts business enterprise. The project reinforces a commitment by OPR to develop community benefits for the mid-west. It provides an avenue for the promotion and sale of mid-west Indigenous art; contributes to the sustainable development of mid-west Indigenous art as a self-sufficient enterprise; and provides direct support (social and economic) for Indigenous communities. Since inception in 2008 more than 60 different Indigenous artists have exhibited over 650 contemporary and traditional works. After just five years, the 5-day exhibition attracts more than 5,000 visitors annually and has generated almost $500,000 (includes 2012) in sales, which flows directly to the artists. The exhibition has become recognised on the Perth arts circuit, providing a vital platform to showcase mid-west Indigenous art and culture to a wide metropolitan and inter-state audience. The exhibition has matured to the stage where it is highly anticipated by collectors, business leaders and artists alike. A range of additional platforms have been introduced to strengthen and broaden the base of the project including artist development, regional preview, acquisitions by Art Gallery of WA, production of booklet to promote culture and involvement of corporate partners. GOOD HeART Mid-West Aboriginal Art Exhibition P a g e 2
SITUATION ANALYSIS Oakajee Port and Rail (OPR) was established in 2007 with a vision to deliver an integrated bulk iron ore supply chain for the mid-west through the green-fields construction of a deep-water port north of Geraldton in WA s mid-west, and a 570km railway, servicing the region s emerging mining operations. As a newly established company (2007), OPR identified the need to establish the credentials to participate in a competitive multi-billion dollar government tender, to create a brand and to build strong relationships within the mid-west, government and business. As its most significant community activity, the Good Heart Mid-West Aboriginal Art Project has enabled OPR to enhance its reputation with government and business audiences by demonstrating a strong commitment to the region and its indigenous communities. GOALS The project s aim is to provide Indigenous artists from Western Australia s mid-west region with the opportunity to showcase their work and to help build a sustainable art business enterprise based on preserving Indigenous heritage and culture; and to reinforce OPRs brand, reputation and commitment, thereby paving the way for project development. OBJECTIVES Establish OPR reputation and brand amongst key stakeholders. Encourage developing mid-west artists to present works to a new city-based audience. Foster a stronger Indigenous arts community in the mid-west. Provide opportunity for artists to showcase works to Western Australian and business community. Provide an avenue for the promotion and sale of mid-west Indigenous art. Promote mid-west Indigenous heritage and culture to a broad audience. Contribute to the development of mid-west Indigenous art as a sustainable enterprise. Provide direct support (commercial, social) for Indigenous communities. GOOD HeART Mid-West Aboriginal Art Exhibition P a g e 3
RESEARCH In 2008, following requests from the mid-west Indigenous community, OPR contracted an arts expert and Indigenous Elder to assess the potential for an Indigenous exhibition featuring artists from the region. The assessment involved contacting artists through local art centres, consultation with Government and community stakeholders, review of Mid-West Indigenous Art Strategic Plan and touring the large region to review the work being produced, to establish relationships and a shared vision. As a result, it was agreed that the region could support a major city-based Indigenous exhibition. Four years later, OPR engaged URS to conduct a review of Good Heart in July 2011. The review findings and recommendations form the basis of the ongoing development of Good Heart in 2012 and beyond. The development of a comprehensive program has also been informed by ongoing community consultation from 2007 and the outcomes of a Social Impact Assessment study. TARGET PUBLICS Indigenous artists in or from the mid-west Indigenous artists are the key audience for the project. Their involvement and support is fundamental to ongoing success. Regional and metropolitan arts community To realise the full potential of the mid-west arts industry requires appropriate support to artists through strong arts centres and the wider arts community. Mid-West community The success of the program continues to strengthen OPR s reputation with the broader midwest community. Western Australian business The program promotes a positive profile for OPR within the Western Australian business community. Members of Parliament and government leaders By demonstrating a strong commitment to the region and its Indigenous communities the exhibition helps to strengthen OPR s relationships within government. Media The media is integral to promoting the OPR brand; it s long-standing commitment to the midwest region and Indigenous communities; endorsing artists and their works to the broader arts community and encouraging strong attendance and sales at the exhibition. GOOD HeART Mid-West Aboriginal Art Exhibition P a g e 4
COMMUNICATION STRATEGY The Good HeART Mid-West Aboriginal Art project and gala exhibition opening were designed to encourage the development of Indigenous artists from the mid-west, to promote the sale of art through a high-profile exhibition in the Perth business district and to promote OPR s brand, commitment and reputation. The communication campaign aimed to: Develop the OPR brand with government, industry, regional and metropolitan community Promote OPR s commitment to the mid-west Promote attendance and sales Acknowledge the event supporters and sponsors The key activities comprised: Development of Good Heart marketing materials: invitation, flyer, banners Photography, filming for TV and web Media liaison and compilation of arts media database Engagement of Arts PR specialist to ensure media coverage pre and post-event Distribution of media releases Extensive liaison with Geraldton Newspapers, Koori Mail, Yamaji News, The West Australian, The West TV Magazine, WA Business News, Artists Chronicle, ABC Radio Perth, ABC Radio Mid-West, 882 6PR, Radio MAMA Mid-West, GWN TV and Scoop Magazines Advertising schedule in Artists Chronicle, mid-west and Indigenous media and WA Business News IMPLEMENTATION STAGE 1: Designed to encourage participation by Indigenous artists (call to action), involved a program of visits by OPR representatives to artists within their communities and at regional arts centres. These visits were followed up to provide reinforcement, advice and arts materials. This recruitment phase was supported by a targeted media campaign utilising regional newspapers, radio, local government publications, Indigenous media and word-of-mouth to promote the benefits of participation in the exhibition. STAGE 2: To garner industry support, involved approaching selected regional and metropolitan businesses (with business links to OPR) to back the event through funding and by way of promotion to staff and clients. More than $50,000 is raised annually by 15+ corporate partners and arts community supporters. STAGE 3: Designed to maximise attendance at the exhibition. This included: distribution of promotional flyers, placement of targeted advertisements in metropolitan, arts, Indigenous, business and regional publications; distribution of media statements to general news media and a specialist publications; development of a targeted list of business leaders, parliamentarians, key government officials and representatives of the arts community and the production of personalised invitations to the gala opening; web content, and, E data-base communication. GOOD HeART Mid-West Aboriginal Art Exhibition P a g e 5
STAGE 4: To encourage support for the exhibition and to maximise sales, a high profile launch event was held (June 18 2012). Participating artists joined 240 business leaders, parliamentarians, and government officials and arts community representatives at the official opening by the Governor of Western Australia (Premier in 2011). STAGE 5: A 5-day exhibition is held in the foyer of the QV1 building in St Georges Terrace, Perth. RESULTS In 2012, forty Indigenous artists from mid-west communities including Mullewa, Northampton, Meekatharra, Mt Magnet, Cue and Morawa exhibited 150+ contemporary and traditional art works. More than 80% of the works were sold generating almost $100 000. The 2012 opening (June 18) was attended by 240 guests including artists, business leaders, partners, parliamentarians, government officials, media and arts community. Twenty artists travelled to Perth to view their works and those of their peers, some of whom were exhibiting for the first time. The exhibition now attracts more than 5,000 visitors annually. From 2008 to 2012 the exhibition has generated almost $500 000 in sales, which flow directly to the artists. The exhibition has become recognised on the Perth arts circuit, and invitations are highly sought after. It provides a vital platform to showcase mid-west Indigenous art and culture to a wide metropolitan and inter-state audience. Women Chiefs of Enterprise has twice hosted a business women s breakfast during the exhibition, featuring Indigenous female artists as guest speakers. A new element was introduced in 2011, with a week-long preview in the mid-west city of Geraldton hosted by Geraldton Newspaper Group. The annual preview in the public library affords locals the opportunity to celebrate at a gala opening and view a small section of works. In 2012, for the third year, the Art Gallery of Western Australia selected an artwork from the Good HeART exhibition for inclusion in the State s permanent Indigenous collection. The exhibition continued to receive strong support from regional arts centres, Indigenous and community organisations and corporate partners. In 2012 the project was developed to include: The introduction of two artist development scholarships. GOOD HeART Mid-West Aboriginal Art Exhibition P a g e 6
Production of an exhibition coffee table booklet to promote audience engagement and midwest Indigenous heritage and culture by a separate business; Market Creations. Didactics and banners to promote education of heritage and culture. Stronger links with business; e.g. DLA Piper (international law firm) using mid-west artists and their artwork to launch their Reconciliation Action Plan. 1 GOOD HeART Mid-West Aboriginal Art Exhibition P a g e 7
EVALUATION 1. More than sixty mid-west artists have exhibited since 2008. 2. Sales in the vicinity of 70 90% annually and in 2012, 121 of 150 works were sold 80%, with 5 commissions. 3. Visitor numbers have increased to over 5000. 4. Significant media coverage and marketing has further showcased the work and culture of mid-west artists. 5. Subsequent direct contact from arts and industry organisations commending involvement of OPR partners in Good Heart. 6. Recognition for OPR s model where service providers are involved, based on similarly aligned value of corporate social responsibility (refer URS research). 7. Strong, positive feedback from mid-west artists, government and arts industry. 8. Recognition of OPR s reputation by Ministers, government and business leaders. The art exhibition tonight, I think all of us would agree, is quite wonderful and for those that have come to the successive exhibitions and this is the fourth. I think you will see a very significant improvement. Not that the original one was poor, it is quite clear that the function of holding this exhibition is encouraging artists, keeping artists painting or whatever they might do and you can see the development of their skills and their talent from one exhibition to another. Oakajee Port and Rail is a company in the development phase. I think it has almost been unparalleled for a company of that stage in its development to engage the local communities as it has. And by that I refer to the towns in the mid west, to the local governments, to the businesses and particularly to the indigenous people; it has been quite exceptional and I think they have won the company a very deserved high regard of not only the mid west but throughout the state. The Hon Colin Barnett MLA, Premier of Western Australia at the opening of Good Heart 27 June 2011. 9. In 2011 URS Australia was engaged to conduct an evaluation and review of Good HeART. It took the form of interviews, with partners and significant parties engaged with the program. Overall, those surveyed had a consistent perception of the value of the program. Responses to the survey are summarized as follows: Strong, positive feedback from mid-west artists, government and arts industry. Recognition of OPR s community reputation by Ministers, government and business leaders. Arts and industry organisations commending OPR and its partners involvement. Recognition for OPR s corporate social responsibility. Overall, those engaged appear to have a consistent perception of the value of the Good Heart Program. Encouragingly, these values appear to align with those of OPR, and relate to; GOOD HeART Mid-West Aboriginal Art Exhibition P a g e 8
Corporate social responsibility Desire for artist development Indigenous wellbeing Mid West art industry development Mid West regional development Program development and longevity These values support sponsors claims of wanting to be involved in the future. Interviews have also shed light as to ways the program could be developed. The suggested strategies either posed by sponsors or emergent through interpretation of consultation findings, range in levels of investment required, and feasibility over time. There appears to be two opportunities for potential investment in the immediate to short term, namely, artist development and audience development. 10. OPR Reputation Research, August 2010 (to be repeated in Aug 2012): extract In August 2010 the baseline survey was repeated to track trends in community attitudes that may impact the project. There is evidence that as OPR engages with the community it is developing a reputation in the regions for being professionally managed, being considerate of others, having good ethical standards, and fair dealings with landholders. The quite strong sentiment amongst key stakeholders is that the company is professionally managed, ethical and a good neighbour to the City of Greater Geraldton and its surrounds. The project continues to have a high profile with 82% unprompted mentions of it as a major project underway or about to be commenced in the mid-west, the same figure as in the baseline survey. While the survey has shown some positive and some negative trends in community attitudes, the overwhelming attitude remains that the Oakajee Port and Rail project will be very important for the future of the region: 87% support Oakajee Port and Rail s activities in their region (up marginally from 84% ) 90% believe it will have a major impact on the economic and future development of the region. GOOD HeART Mid-West Aboriginal Art Exhibition P a g e 9