ARTS MIDWEST + METROPOLITAN GROUP Building Public Will for Arts + Culture Oregon Briefing February 18, 2015 ARTS MIDWEST + METROPOLITAN GROUP Welcome Brian Rogers, Executive Director, Oregon Arts Commission and the Oregon Cultural Trust ARTS MIDWEST + METROPOLITAN GROUP Thank you to our generous supporters Doris Duke Charitable Foundation (national) Michigan Council for Arts and Cultural Affairs (Michigan) James F. and Marion L. Miller Foundation (Oregon) Meyer Memorial Trust (Oregon) City of San Jose (San Jose) Oregon Arts Commission (Oregon) Harold & Arlene Schnitzer CARE Foundation (Oregon) Oregon Community Foundation (Oregon) Rosenthal Family Foundation (San Jose) Packard Foundation (pending, San Jose) California Arts Council (San Jose) Hewlett Foundation (San Jose) Regional Arts and Culture Council (Oregon) ARTS MIDWEST + METROPOLITAN GROUP Background Deb Vaughn, Arts Education Coordinator, Oregon Arts Commission ARTS MIDWEST + METROPOLITAN GROUP Arts participation in the United States Beyond Attendance: A multi-modal understanding of arts participation, WolfBrown: Approximately 74% of U.S. adults participated in the arts between May 2007 and May In real numbers, approximately 225 million Americans participated in a single year. ARTS MIDWEST + METROPOLITAN GROUP Photo courtesy of Metropolitan Group ARTS MIDWEST + METROPOLITAN GROUP How did we get started? ARTS MIDWEST + METROPOLITAN GROUP Project Goal To make arts and culture a recognized, valued, and expected part of everyday life. ARTS MIDWEST + METROPOLITAN GROUP Seeks long-term, sustainable shifts in cultural norms Aligns an issue with existing core values Integrates grassroots outreach with mass media ARTS MIDWEST + METROPOLITAN GROUP How does this project build on, differ from, and benefit other efforts? Builds on previous learnings Extensive literature review Validates and provides addition evidence and context re: perceived benefits, barriers, etc. Works from the outside/in Based upon advancing closely held values of stakeholders Reaches a new, less engaged/un-engaged stakeholders Suggests a new values alignment and message framework to engage a broader and more diverse constituency ARTS MIDWEST + METROPOLITAN GROUP Pilot locations ARTS MIDWEST + METROPOLITAN GROUP Research methodology & findings Eric Friedenwald-Fishman, Creative Director, Metropolitan Group ARTS MIDWEST + METROPOLITAN GROUP Literature Review Stack by Flickr user hobvias sudoneighm CC BY 2.0 ARTS MIDWEST + METROPOLITAN GROUP National survey of 2,000 people Literature review National survey ARTS MIDWEST + METROPOLITAN GROUP Oversample in pilot areas Literature review National survey Oversample in pilots ARTS MIDWEST + METROPOLITAN GROUP 13 focus groups Literature review National survey Oversample in pilots Focus groups ARTS MIDWEST + METROPOLITAN GROUP 5 informal discussions Literature review National survey Oversample in pilots Focus groups Informal discussions ARTS MIDWEST + METROPOLITAN GROUP One-on-one interviews Literature review National survey Oversample in pilots Focus groups Informal discussions One-on-one interviews ARTS MIDWEST + METROPOLITAN GROUP Findings from literature review ARTS MIDWEST + METROPOLITAN GROUP TAKEAWAYS 1.CONNECTION IS THE KEY 2.CREATIVE EXPRESSION IS A MORE EFFECTIVE FRAME THAN ARTS & CULTURE FOR MOST PEOPLE 3.BENEFITS ARE VERY PERSONAL AND REAL 4.YOUNGER PEOPLE, WOMEN, PARENTS OF YOUNGER CHILDREN, AND PEOPLE OF COLOR ARE KEY AUDIENCES 5.BARRIERS TO CREATIVE EXPRESSION AND ACTIVITIES ARE CONSIDERABLE, BUT NOT INSURMOUNTABLE ARTS MIDWEST + METROPOLITAN GROUP How important are each of the following to you personally? (% saying extremely important) 52% 40% 36% 35% 32% 27% 26% 24% 23% 22% 20% 16% Family Health & Well-being Faith Children and youth Education Religion or spirituality Self-improvement Opportunity Self-expression Creativity Work Heritage Culture Community ARTS MIDWEST + METROPOLITAN GROUP Whats most important in your life? (# of focus group responses who identified) ARTS MIDWEST + METROPOLITAN GROUP Connection: Select Oregon Findings The value of creative expression for promoting connections -- to oneself, to one's family and community, and among new and diverse cultures and ideas -- was a strong theme ARTS MIDWEST + METROPOLITAN GROUP LENSES ARTS & CULTURE Product of someone elses creative ideas and inspiration Inaccessible, expensive and intimidating Potentially powerful and inspiring Presumption of skill and pursuit of excellence Something that can be judged A product that can be commoditized/can be an economic driver NARR OWER RELEV ANCE CREATIVE EXPRESSION Very personal Reflection of my own creative ideas and inspiration Universal (everyone is born with it) Intangible Widely defined (from problem-solving to artistic inspiration and expression) Does not require external validation No implied judgment Connects to arts & culture in a more traditional sense BROA DER RELEV ANCE ARTS MIDWEST + METROPOLITAN GROUP Creative Expression: Select Oregon Findings Oregonians reported in the survey fewer chances to be creative, artistic or to express their culture Oregonians in the survey value everyday stimulus activities (e.g., listening to music, cooking) and engaging in artistic and cultural activities outside the home (e.g., visiting a museum, attending a cultural festival) more highly than respondents in other state oversamples ARTS MIDWEST + METROPOLITAN GROUP Creative Expression: Select Oregon Findings (cont.) Of all our pilot oversamples, Oregonians are least likely to identify increased appreciation of cultural diversity as a benefit There were concerns among some that art and culture may promote only superficial experiences with a culture ARTS MIDWEST + METROPOLITAN GROUP Creative Expression: Select Oregon Findings (cont.) The distinction between the Arts and being artistic was less strong in rural communities where we conducted discussion groups Creative Expression and arts and culture are a part of what we do everyday ARTS MIDWEST + METROPOLITAN GROUP Impact of doing more of the creative, artistic and cultural activities people enjoy in their everyday lives (responses to open-ended question) % of respondents giving an answer aligned with each category ARTS MIDWEST + METROPOLITAN GROUP Benefits: Select Oregon Findings Along with Californians and San Jose residents, Oregonians are more likely to view art and culture as an essential part of a vibrant community and an important sector of our economy Among the youth engaged, the value for creative expression was deeper than about promoting opportunities for solving problems and working together and included opportunities to: escape, such as for those who are bullied explore and come to understand who you are therapy / to express ideas that are hard to put into words ARTS MIDWEST + METROPOLITAN GROUP Perceived importance of various activities: BY AGE (survey respondents identifying each as important) ARTS MIDWEST + METROPOLITAN GROUP Perceived importance of various activities: BY GENDER (survey respondents identifying each as important) ARTS MIDWEST + METROPOLITAN GROUP Perceived importance of various activities: BY RACE (survey respondents identifying each as important) ARTS MIDWEST + METROPOLITAN GROUP Perceived importance of various activities: BY PARENTAL STATUS (survey respondents identifying each as important) ARTS MIDWEST + METROPOLITAN GROUP AUDIENCES PRIMARYINFLUENCING/PATHWAY Early-adopters and others who are already predisposed to action People and organizations with an opportunity to reach and exert influence on our primary audiences Parents of children