Taking the Community along for the ride……

The evolution of Albury’s Cultural Precinct

Case study presentation by

Carina Clement,

Manager, Albury Libraries

as part of the ‘Working Outside the Box’ forum

presented by the Cultural Development Network

with RAV, VAPAC and MA (Vic),

Plenty Ranges Convention Centre

8th May 2006

AlburyCity Cultural Precinct

• Albury – City of 45,000 on the NSW / Victorian Border

• Albury has a Central Precinct around which many of the City’s cultural facilities are already located

– Library

– Art Gallery

– Performing Arts & Conference Centre

– Conservatorium

Albury’s Cultural Precinct

• The next step in bringing together Albury’s cultural facilities into a central precinct has been recognised as a key action for AlburyCity with:

– Stage 1being a new integrated public library and museum to be completed in 2007

– Stage 2 Significant extensions and upgrade to the Regional Art Gallery

– Stage 3 Construction / re-landscaping of the central square

– Stage 4 Upgrade of Albury Performing Arts and Convention Centre

Why an integrated Cultural precinct?

• 1998 – Committee formed to review Cultural facilities

• 1999 – Australia Street Company employed to develop strategic plan for Library, Museum and Art Gallery services in Albury

– Involved stakeholder and public meetings / consultations with community groups, cultural groups, indigenous community, Councillors staff, targeted experts, adjoining Councils, general public

– Strategy was formulated and adopted by Council

• Upgrade / develop new facilities

• Integration of facilities & management

• Celebrate culture

• Cultural Precinct based around central QEII Square

Master planning – “What will it be like”

• 2000 – Brewster Hjorth Architects appointed

• Precinct features– Accessibility

– Open space / linkages / village green concept

– Integrated facilities

– Staged implementation

• Model constructed, displayed and presentation to groups undertaken

• 2001 Master plan adopted by Council

• 2003 – Architects Ashton Raggatt McDougall appointed

• 2004 - Exterior design creates community controversy leading to a process of community consultation regarding design.

• Exterior design approved by Council and intensive design development undertaken by architects.

• 2005 – Plans approved and Builders appointed

• 2005 – Marketing plan for facility developed through consultation process

• 2006 – Building work commences, with opening of the building planned for April / May 2007

Community Consultation

WHEN

• During Strategic & Master Planning process

• During exterior design development

• Developing a marketing plan

• Developing Council’s cultural plan

• Library Museum Advisory Committee / Friends and other support groups

WHO

• Cultural community

• Current clients / traditional client groups / stakeholders

• Staff & Councillors

• Indigenous community Business & tourism

Community consultation

What about non-user groups? Are we attempting to connect with the whole of our community?

• Audience Development project

• Marketing plan actions

– Devise participative projects for specific audience groups

– Community group presentations

– Communication strategy

• Addressing issues within Digital Divide in Albury study

• Indigenous blessing ceremony

• Advisory committee - programming and focus group opportunities

Library Museum Convergence

WHAT

– Staff structure

– Collections – management & access

– Information & research provision

– Programming – exhibitions & public programs themed throughout the building

Library Museum Convergence

Why

– Economies of scale

– Funding imperative

– Service & skill enhancement

– Audience development

Why not (or issues we have to deal with)

– Professional integrity

– Audience confusion

Cultural Precinct – how integrated

• Stage 1 – Library Museum integration

• Staffing structure to reflect integration?

• Joint public programs

• Education programming

• Branding / Marketing

– joint newsletter?

– joint website?

Do the community get it?

What does the Albury Cultural Precinct mean to you?

– “I don’t know what it is” (Male 18 – 25, Non –user)

– “What is a precinct?” (Male 18 – 25, User of some facilities)

– “It’s wonderful – brings the city to the country” (Female, 40, Non-user, but keen to use new library museum)

– “Centralising facilities – museum more available” (Male, 50’s, Art Gallery user)

– “Brings community & culture together. Good for tourism & economy” (Female, 18 – 25, Performing Arts Centre User)

– “My partner is one of the constructions workers. Great learning opportunity for kids” (Female, 30’s non –user)

Challenges

• Really connecting with non traditional library / museum users / cultural facility users- collaboration beyond consultation / creating partnerships

• Resourcing constraints – not achieving our / the community vision for the Library Museum

• Changing Council priorities – not seeing through Cultural Precinct stages

• Branding & loyalty issues – individual identity versus Cultural Precinct experience

• Staffing issues – upskilling, change management

• Outreach issues

Beyond the challenges –the Grand Vision

We want the Albury Cultural Precinct to be:

• A Regional First / a Regional Leader

• Be a “place that buzzes” – that exceeds expectation

• Be “owned” by our community

• Challenge and develop our

community

To be achieved by:• Integrated service and program delivery

– Providing the space and infrastructure

– Completing the Cultural Precinct vision

• Exciting / varied program of events & exhibitions

• Involving groups / individuals in

collaborative projects that work for them

– Digital storytelling projects

– Youth projects

– Family friendly “Arts in the Park”

– Developing community exhibitions

• Carina ClementManager Albury Librariescclement@alburycity.nsw.gov.au(02) 6051 3470

• Albury City Libraries (Branch of Upper Murray Regional Library Service)

• P.O. Box 323 Albury NSW 2640 http://www.umrl.nsw.gov.au