westaf - zapp keynote presentation september 19, 2011
DESCRIPTION
Keynote address at ZAPP conference, Atlanta Sept. 19, 2011.TRANSCRIPT
Guess who’s coming to dinner tonight?
How to Remain Relevant When Communities Change.
Salvador Acevedo, PresidentSeptember 19th, 2011
Guess who’s coming to dinner tonight?
ffffffffffffffffffff
Changed arts marketing forever!
ffffffffffffffffffff
How to Remain Relevant When Communities Change?
Guess who’s coming to dinner tonight?
Our societies are changing!
ffffffffffffffffffff
A FEW FACTS
1. A “New Mainstream” is emerging, as seen in younger populations (Census 2010).
Demographic Trends by Ethnicity
ffffffffffffffffffff
White Hispanic Black Asian
85%
4%
11%6%
67%
14% 13%
5%
47%
29%
13%9%
Population by Ethnicity, Actual and Projected (% of to-tal):
1960 2005 2050Source: Pew Hispanic Center, 2009.
Minority Majority States
ffffffffffffffffffff
7
The Wave of the “Minority” Young
• 48% of children under 5 years old belong to an ethnic minority group (Asian, Latino, and Black)
• In one decade, the “majority” of Americans under 18 years old will belong to a “minority” group.
Source: US Census Bureau, 2008 & Pew Hispanic Center, 2009.
8
Changing (or changed) demographics
• Recent changes to the ethnic and cultural composition of our society will continue to alter the role and focus of arts and culture organizations.
Our societies are changing!
ffffffffffffffffffff
A FEW FACTS
2. Negative substitution of current profile audiences (Reach Advisors, 2011).
10
Art Festival Participation
ffffffffffffffffffff
Change Rate of Change
1982 1992 2002 2008 2002-2008
1982-2008
2002-2008
1982-2008
Art museums/galleries
22.1%
26.7%
26.5%
22.7%
-3.8 pp
+0.6 pp
-14% +3%
Parks/ historical buildings
37.0%
34.5%
31.6%
24.9%
-6.7 pp
-12.1 pp
-21% -33%
Craft/ visual arts festivals
39.0%
40.7%
33.4%
24.5%
-8.9 pp
-14.5 pp
-27% -37%
Percentage of US Adult Population Attending Art Museums,Parks, and Festivals: 1982-2008
pp= percentage points
Our societies are changing!
ffffffffffffffffffff
A FEW FACTS
3. Cultural participation among Latinos and African Americans over-index that of non-Latino whites (GPCA, 2011).
4. The economic power of“minority” groups is growing faster than the general population (Selig Center for Economic Growth, 2009).
Diversity is a matter of sustainability
ffffffffffffffffffff
We serve our communities… (Mission Case)
...in doing so, we secure our future (Financial Case)
Diversity is not only the right thing to do, it is the necessary thing to do.
Bay Area Discovery Museum, 2011
ffffffffffffffffffff
How to Remain Relevant When Communities Change?
The Latino community is very interested in the arts.
Do you agree? YesNo
The multi-dimensional diverse audience
• Ethnic and cultural self-identification plays a crucial role in cultural participation…
• …but it is not the only factor at play.
• It is necessary to identify the sub-segments with higher potential for engagement.
Cultural Participation Among Minorities
• Much of cultural participation occurs at non-arts venues.
• Broader spectrum of activities.
• Non-traditional definitions of arts and culture.
• The rise of the citizen curator.
The social space is crucial…!
ffffffffffffffffffff
VS.
ffffffffffffffffffff
New models for cultural participation are… out of the box!
ffffffffffffffffffff
23,000 people attended a free live simulcast of an opera at San Francisco’sAT&T ballpark, an effort by the San Francisco Opera to engage younger audiences.
The use of the social space that facilitates interaction / collaboration
ffffffffffffffffffff
Model for New Audience Engagement
ffffffffffffffffffff
Not everybody will come, but a lot of people will know about you!
Model for Cultural Competence
ffffffffffffffffffff
1.Leadership
2.Commitment by key staff and
stakeholders
3.Structural changes
4.Resources
5.Culturally responsive services
1. Leadership
• It can come from any place, but it is easier if
comes from the top down
• Recover institutional memory
Model for Cultural Competence
Chinese New Year Dia de los Muertos
2. Commitment by key staff and stakeholders
• Resistance to change, internally and externally
• Plan for multicultural engagement
3. Structural changes
• Identify systems and processes that need to
change
Model for Cultural Competence
Image courtesy of the Exploratorium Image courtesy of Rene Yañez
4. Resources
• Identify the most appropriate model for each
organization:
Financial Resources Human
Resources
Model for Cultural Competence
© Monterey Bay Aquarium/Randy Wilder Image courtesy of the Exploratorium
5. Culturally responsive services
Evaluation:
• Quantitative -Do your visitors reflect the
diversity of your city/community/region?
• Qualitative - Do the communities you are
looking to engage see you as a resource?
Model for Cultural Competence
28
An Internal Assessment...
• How many attending this session identify as…
✓ Non-Latino White?
✓ African American
✓ Latino/a
✓ Asian
✓ Native American
✓ Mixed
✓ Other
29
An Internal Assessment...
• “…too many middle aged hyper educated (non-Latino) white people are going to limit the degree to which museums incorporate other points of view.” *
✓ Eric Siegel, Director of New York Hall of Science.
• “We don’t have enough people of color in leadership positions in the arts” ✓ Vivian Phillips, Hansberry Project at ACT.
* Source: Demographic Transformation and the Future of Museums, AAM, 2010.
30
(In search of) Multicultural Engagement – The Intercultural Model
Your StrategyYour Audience
31
The Intercultural Model
๏ Your strategy should be holistic.
✓ You should consider minorities as a whole, not only as their ethnic / cultural identification.
๏ Your strategy should be inclusive. ✓ Strategy should treat all your audiences as integrated parts of
the overall population.
๏ General marketing communications strategies should address and be appealing to minorities too.
๏ Intercultural strategy.
(In search of) Multicultural Engagement -
•Q & A
Questions and Answers
Bay Area Discovery Museum, 2011
3424
Thank you!
415. 404 6982
440-B Ninth StreetSan Francisco, CA 94103
contemporanea.us