Collier County Arts and Culture Strategic Plan - Report of Findings - United Arts Council of ...
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Collier County
Report of Findings
Arts and Culture
Strategic PlanReport Content Introduction Integrated Research Summary Collier Today Collier Tomorrow: The Vision Collective Community Priorities Arts and Cultural Sector Priorities Individual Artist and Creatives Priorities
Introduction
Launch: Meeting of the Task Force in June 2019
Engagement: Five (5) months of stakeholder
interviews, community discussions and forums
What we did
Research: Organizational and resident surveys;
asset inventory; cultural vitality index profile;
market demand analysis and mappingDescription Engagement Activity Timeframe Overview
Stakeholder Engagement Individual interviews and group June 2019 Meetings with Task Force,
meetings County leadership and staff;
community leaders,
(15 interviews and meetings) community tours- Naples,
East Naples, Bayshore.
Stakeholder and Community Individual interviews; group August 2019 (2 visits) Meetings with community
Engagement discussions; roundtables; leaders, County leadership,
community town halls arts organizations,
Organizational Survey
(10 interviews/ meetings)
community forum,
community tours - Everglades
City, Immokalee.
Stakeholder and Community Individual interviews; forums, September 2019 Meetings with Task Force,
Engagement discussion groups community and organization
leaders, community forums
(12 meetings) and group discussions with
artists, culinary, sports and
tourism partners.
Stakeholder Engagement Telephone interviews October/November 2019 Interviews with arts
organization leaders and TDC
Non-profit Cultural Organizational members.
Survey
Cultural Organizational survey
(8 interviews;28 organizations) completed.
Collier County Residents Survey Open, online survey for all of September - November 2019 Open-sourced survey
County exploring vision, attitudes,
preferences for arts
(777completes) programming, personal
participation, and community
priorities.What is the current state of arts, culture and creativity?
What is working well?
What we asked What is missing?
What does Collier look like in the future?
How can we enhance cultural tourism?
How do we get there?Bring together multiple points of view
Create legitimacy and a sense of shared responsibility
Why we did it
Identify creative assets within communities
Cultivate new partners/allies and collaborations
Stimulate broad awareness and momentumWhat We Learned: An Integrated Summary
• Unique geography and demography
• Communities with distinct cultures
• An agricultural mecca
• Philanthropic and giving community
• Vast open spaces and scenic nature
• Rich cultural organizations and activities
Collier Today • Residents and artists participate in creative
activities
• Residents enjoy
• World class music and theater
• Numerous opportunities for better
connections of communities• More traditional than innovative
• Focus is on older generations, less
creative activities and opportunity for
younger residents
Collier Today • Brand identity is now “Naples”
• Need for more affordable and accessible
opportunities
• Need for more effective arts and cultural
activities promotions/communicationsCollier Today: What residents do now…
Making art 55%
Cooking creatively 47%
Making crafts 35%
Making music 35%
Creative writing , storytelling , or poetry 27%
Dancing 23%
Beading, sewing, fabric arts 21%
Making media art 18%
Performing in plays or theater arts 16%
What types of creative activities do you or your family do locally? (Check all that apply.)Collier Today: Where residents go…
Art gallery/artist studio 72%
Zoo/botanical garden/nature preserve 72%
Performing arts center (music, dance, opera) 69%
Parks/open spaces 66%
Fine art/crafts event 58%
Theater/plays/musicals 57%
Multi-purpose arts center (performance, gallery,… 56%
Art museum 49%
Culinary/wine/food/beer event 43%
Historical society/cultural museum 38%
Music festival 27%
Film/video/tech event 24%
Sporting events 21%
Youth arts activities center/place 20%
Ethnic/cultural heritage event 20%
Casino/entertainment center shows 9%
In the last 12 months, which of the following did you attend or visit in Collier County? (Check all that apply.)Collier Today: What keeps residents from
participating…
Do not hear about events or opportunities 47%
Cost is too high 44%
Schedules and/or locations are inconvenient 40%
Not interested in the events/activities offered 27%
Not enough offerings for my family 10%
Do not feel socially comfortable or welcome 8%
Lack of transportation 4%
Health issues 3%
Lack of ADA accessible accommodations 1%
Language barriers 1%
Other - write In 17%
What (if anything) keeps you from attending and/or participating more in creative activities and/or arts and cultural events? Please select all that apply.Collier Today: How residents rate opportunities
Area Excellent Good Adequate Fair Poor
QUALITY of Opportunities 35% 44% 13% 5% 3%
VARIETY of Opportunities 26% 38% 23% 8% 5%
AFFORDABILITY of Opportunities 14% 36% 26% 17% 7%
NUMBER of Opportunities 22% 35% 23% 13% 7%
LOCATION of Opportunities 23% 41% 22% 10% 4%
How do you rate arts and cultural opportunities in Collier County?Market Area Studied
The arts market demand is strong.
• Highest for less than 10% of the household
population.
• Cost and accessibility force most into the
Collier Today: moderate and low demand groups.
Arts market • Estimated buyer counts in each market area
align with survey findings
demand • Highest counts from the everyday market to
the overnight market being for hands-on
creative activities and lowest for arts
performances.• Market demand is reflective of community
priorities.
• 80% of survey respondents prioritize making
the arts more accessible and “providing more and
different arts and cultural activities”
• Connectivity to an abundance of arts and
Collier Today: cultural opportunities is lacking.
• Where: Outside of Naples
Arts market • Reasons: lack of marketing, limited exposure,
transportation issues, programming and
demand communication within exclusive and niche audience
groups
• Historical, heritage, and authentic local
experiences are abundant within the county
and under-developed within local and cultural
visitor marketing investmentsChang % Occupation 2017 2016 e Change National LQ Photographers 1,311 1,283 28 2.2% 1.26 Writers and authors 526 509 17 3.3% 0.93 Chefs and head cooks 500 501 -1 -0.2% 2.28 Musicians and singers 453 524 -71 -15.6% 0.81 Graphic designers 433 418 15 3.4% 0.88 Interpreters and translators 403 409 -6 -1.6% 1.12 Interior designers 347 338 9 2.7% 1.95 Software developers, applications 340 335 6 1.6% 0.33 Editors 270 281 -11 -3.9% 1.04 Advertising sales agents 221 223 -2 -0.8% 1.00 Fine artists, including painters, sculptors, and illustrators 219 207 12 5.4% 0.88 Public relations specialists 209 217 -8 -3.6% 0.66 Tailors, dressmakers, and custom sewers 207 196 11 5.3% 1.34 Web developers 199 203 -4 -2.1% 0.71 Marketing managers 183 176 7 3.7% 0.56 Art directors 147 138 9 6.0% 0.77 Entertainers and performers, sports, and related workers 136 136 0 0.1% 0.96 Floral designers 122 121 1 0.6% 1.28 Craft artists 116 114 2 1.3% 0.90 Architectural and civil drafters 115 119 -5 -4.0% 0.87
Industry Sales 2017 Total Earnings National LQ 2017 Software publishers $116,215,230 $31,668,563 0.60 Independent artists, writers, and performers $104,619,040 $70,654,861 0.91 Internet publishing and broadcasting and web search portals $61,549,249 $14,984,421 0.71 Civic and social organizations $46,527,929 $23,558,967 1.27 Interior design services $45,935,426 $24,545,655 2.94 Newspaper publishers $33,547,194 $14,652,487 1.02 Architectural services $31,381,775 $15,262,875 0.84 Cable and other subscription programming $29,913,807 $2,848,176 0.52 Used merchandise stores $25,512,620 $11,253,611 1.09 Zoos and botanical gardens $20,664,010 $7,818,846 4.10 Motion picture and video production $20,478,993 $4,991,745 0.19 Book publishers $16,444,223 $3,000,507 0.65 Periodical publishers $15,341,723 $5,789,846 0.80 Advertising agencies $14,752,729 $5,316,225 0.37 Caterers * $14,728,033 $8,123,341 0.99 Art dealers $11,969,152 $5,395,815 1.73 Radio stations $10,156,148 $2,108,565 0.42 Landscape architectural services $9,870,158 $4,755,864 1.29 Public relations agencies $9,775,329 $3,504,072 0.55 Museums $7,253,227 $2,719,542 0.57
Let’s Take a Look Locally – Collier County
Economic Impact of Nonprofit Arts & Culture Industry
Full-Time Resident $57.399
Equivalent 2,931 Household Million
Jobs Income
Local Total State
$3.56 Government $7.193
Government Million
Million Revenue
Revenue
$107.7 Million Annual Economic Activity (2015)• Collier attracts visitors with its unique cultural
brand - fusion of arts, agriculture, sports, nature,
culinary, and beaches
• Artists and cultural organizations thrive
• Arts and creative hubs exist throughout the
community
• Public art is part of the daily lives of residents
Collier • Arts and activities that appeal to all residents
Tomorrow: and visitor groups (age, background, etc) and
are accessible
The Vision • Schools provide artistic career pathways
• Arts and cultural sectors are supported by the
government
• Communities and culturally-specific groups
connect and celebrate Collier’s uniqueness – for
the benefit of residents and the economyCollective Community Priorities
Want more creative activities and in all
communities
Greater focus on arts and culture from
County government
Arts and Culture Leverage local history and heritage for
is Essential residents and visitors
Elevate the arts, cultural, and creative
sector
More opportunities for younger residentsImportance of the Arts
80%
71%
62%
28%
22%
16%
3% 3% 3% 4% 3% 3%
1% 0% 1%
to you personally to your community to your family's life
Extremely Somewhat Neutral Not Much/Not At All NA
How important are arts and culture to you, your family, and your community?Top Plan Priorities
Making arts more accessible 82%
Providing more and different arts
81%
and cultural events/activities for…
Contributing to the economic
79% Extremely High Priority/High Priority
vitality for all communities
Attracting and retaining workforce
77%
talent for our communities
Providing more arts opportunities s
72%
for children and youth in our…
Preserving and Celebrating local
71%
history and heritage
Thinking about priorities for the Arts and Culture Strategic Plan, please rate the following.Top Priorities: (50%-70% extremely high/high)
• Reflecting the county’s diverse people and cultures (68%)
• Using arts and culture to draw off-season visitors to the
Survey: county (64%)
• Contributing to the brand identity of Collier County
Plan Priorities (64%)
• Establishing one "go to" place for arts and culture
information (62%)
• Improving and/or building new cultural facilities (60%)Fr
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Need more
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60%
Urban planning (such as buildings, 31%
streetscapes, public places) 6%
5%
59%
Environmental causes (such as making art 37%
from beach clean up) 4%
6%
52%
Health and wellness (such as fitness, 36%
mindfulness) 5%
8%
52%
Workforce/jobs development (such as 39%
culinary, events management, tech) 3%
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Social services (such as homelessness, at-risk 29%
youth) 4% Great Idea
7%
Should Consider
Bad Idea
Not Sure
What do you think about the idea of using artists and arts activities to address
other local issues such as...?Opportunity Creating opportunities in Naples for younger, diverse
residents
Snapshot: Supporting the creation of cultural districts in the City
and County
Naples Encouraging residents and visitors to travel over the
Marco Island bridge for Marco Island
Celebrating the agricultural community in Immokalee
Immokalee for unique experience for residents and visitors
Everglades City Leveraging the unique geography and history of
Everglades City for visitors and residents
Bayshore Supporting the development of Bayshore as one of the
Golden Gate arts destinations in Collier
Developing and promoting Golden Gate and East
East Naples Naples cultural activities and placesArts and Cultural Sector Priorities
• Collier to be appreciated and known as a
cultural destination
• Leverage the unique authentic
experiences throughout the County
• Create identity for Collier communities
through branding and public art
Cultural Tourism • Imbed arts and culture in County tourism
Priorities strategy and marketing
• Improve access to funding for cultural
tourism marketing efforts
• Work together with other sectors for
enhanced, diversity of offerings• Shared marketing and audience development
• Cross-sector collaborations outside the arts
• Collaborations and cooperation in the arts and
cultural community
Arts and Cultural • Stronger relationship with TDC
Organization • Equitable access to arts programs
• Funding and Board development
Priorities
• Service organization with the resources to fulfill
the role as a cultural headquarters
• Address affordable housing and arts space issues10 Multi-Disciplinary Arts
2 Music
6 Theatre Arts
Survey: 5 Visual Arts
Participating 5 Other (Art Center, Community Service,
Conservation/Nature, Museum, Arts/Faith)
Organizations
• Employee counts range from 1 – 150.
• Operating budgets range from less than
$25,000 to over $2 million.Path to Stronger Partnership with TDC
Co-op cultural advertising program 39%
Increased advocacy for cultural
39%
tourism at the county level
Cultural media press tours 32%
Cultural tourist retention efforts 32%
Reciprocal placement of advertising in
28%
TDC tourist marketing efforts
Tracking to target out-of-county
18%
cultural tourists more effectivelyPriorities for the Strategic Plan
Provide shared marketing
64%
and audience development
Facilitate cultural tourism
54%
collaborations
Help increase tourist
50%
attendance
Foster collaborations and
50%
cooperation in the arts…
Advocate for
36%
transportation…Greatest Areas of Organizational Need
Fundraising/development 61%
Staff (more staff positions and/or better pay) 43%
Board development 36%
Facilities/space 32%
Marketing for events/performances 29%
Marketing for organization 29%
Technology 14%
Staff/artist professional development 7%
Other - Write In 11% Additional Needs:
• Affordable housing
• Parking
• SignageEstimated buyer counts in all areas from 15-minute to 3
hours are highest for:
1. Hands-on creative activities
Market 2. Visual arts/museums
3. Commercial concerts
Demand 4. Arts performances
Analysis While capture rates will vary dramatically, potential
buyer numbers are strong
• Everyday buyers: 300,00+
• Special occasion buyers: 502,000+
• Day trip buyers: 614,000+
• Overnight buyers: 11.7m+HIGH DEMAND HOUSEHOLD TYPES
Quantity of high demand among households is less than
10% of any area…
Market 9% of “everyday” market
6% of “special occasion” market
Demand 2% of “daytrip” market
Analysis 9% of “overnight market”
Lifestyles of high demand households are bifurcated –
highly affluent, highly educated older adults/boomers
AND middle/lower income younger adults without kidsMODERATE DEMAND HOUSEHOLD TYPES
Quantity of moderate demand among households
varies by area:
46% of “everyday” market
Market 41% of “special occasion” market
Demand 25% of “daytrip” market
25% of “overnight market”
Analysis
Lifestyles of moderate households are extremely diverse
socio-economically, but skew toward older adults and
seniors and families with older children (or seasonal
visiting grand children)LOW DEMAND HOUSEHOLD TYPES
Quantity of low demand among households varies by
area:
45% of “everyday” market
Market 53% of “special occasion” market
Demand 74% of “daytrip” market
67% of “overnight market”
Analysis
Lifestyles of low demand households are a bifurcated
geographically, with city and rural households
dominated by lower income starter families, ethnically
diverse families, and seniors on fixed incomes.Summary of Arts/Culture Demand by Mosaic Target Groups
Sample Target Group Descriptions
Sample Crossover Interests
Sample Target Audience for Programming
Sample Media Messaging, Market
Individual Artist and Creatives Priorities
• Recognition and support for role of artists
in the community
• More critical dialogue about the arts
• Support for the new and avant garde,
beyond mainstream arts offerings
• Affordable live, work, exhibition, and
Artist Priorities sales spaces
• Cooperative solutions
• More public art!
• Support for existing networks and
resources, such as Naples Arts District,
Bayshore Arts District, Golden Gate and
others.Of those 58% who identified as an artist…
An artist who does art for
39%
a hobby or leisure activity
A professional artist
NOT AN 26%
ARTIST (earning all or a portion…
42%
An aspiring professional
10%
artist (hoping to earn…
ARTIST
58% A professional or
13%
entrepreneur working in…
A professional or
5%
entrepreneur working in…
A teacher, administrator,
7%
or other type of worker…
Of the 58% of respondents who identified as artists, 36% are professional or aspiring professional artists.Visual 35% Craft 27% Music 21% Design 20% Theatre 14% Literary 11% Media 10% Dance 6% Social Practice 6% Multidisciplinary 13% Cross-disciplinary 5% Another discipline 8%
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