Draft Coffs Harbour Cultural Plan 2013 - 2016 - Coffs Harbour City ...

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Agenda - Ordinary Meeting 22 November 2012 - CITY SERVICES DEPARTMENT REPORTS Attachment 3 are examples of Mid North Coast cultural tourism events, such as Camp Creative at Bellingen, which are based on the combination of arts education and beautiful natural surroundings. Camp Creative, a not-for-profit organization, has been successfully operating a week-long, arts-based summer school for over 25 years. In 2012, it attracted 1200 people (and often their families) to its 63 courses, which covered performing arts, film and visual arts and crafts. It is proposed that Council investigates the local potential for arts and heritage based cultural tourism initiatives, with a particular emphasis on arts education initiatives. Council’s role would not be service provision but to examine the market potential and communicate findings to relevant local businesses, SCU and other entities which may have the capacity to build on findings. There is the potential here to draw on the experience of people in the broader regional community. Strategy Council Role Comments/examples 1. Investigate opportunities for cultural tourism Facilitator Advocate Camp Creative is an excellent local example. 2. Develop opportunities for increased sales by local artists Facilitator Advocate Annual arts market, displays, exhibitions, demonstrations and sales of local artists’ works. A large scale example is the Chelsea Sights and Sounds Festival Art Market. 7. Building capability 7.1. Information, communication and promotion “If you don’t know it exists, you don’t know it exists and you don’t go looking for it.” The biggest issue confronting anyone interested in cultural activities in Coffs Harbour is the absence of a good, comprehensive and predictably available source of information about events, activities, courses and places of interest. This is important not only to direct people to the right places for the activities that they are interested in, but also because of the way a prominent expression of the cultural life of Coffs Harbour shapes the way that the community sees itself. There are some gaps in the cultural life of Coffs Harbour, but those limitations are amplified by the lack of easily accessible information about the activities which are available. Page 20 1480
Agenda - Ordinary Meeting 22 November 2012 - CITY SERVICES DEPARTMENT REPORTS Attachment 3 Poor information and marketing impact on attendances at events and enrollments in programs. In turn, this situation makes it difficult to argue for better equipment and or more facilities when those available now are not fully utilised. In community consultation, promotion and marketing of cultural activities and resources in the Coffs Coast region was widely considered inadequate, with a consequent low awareness of cultural activities, services and resources in our region. The terms which community members tended to use were “fractured” and “fragmented”. There are in fact a large number of events, festivals, theatrical performances, workshops and arts courses offered in Coffs Harbour. Many of these are promoted in a way which only reaches their existing, often long-established, audiences. This limits the opportunities for audience development even amongst people who already have a demonstrated interest in culture. New residents and visitors to the region would, have a very difficult job in finding these activities, and many would conclude that the type of activity which they are interested in does not exist in the municipality. Poor information also means that those events and activities already happening may not reach their full potential audiences and fail to achieve their targets in terms of ticket sales and attendances. These problems are not unique to Coffs Harbour and indeed poor information will be found in many towns and cities. Building good information resources could however give Coffs Harbour an advantage to the benefit of residents and visitors alike. Factors contributing to this inadequacy were considered to be: lack of easily accessible, comprehensive and current information on who does what, what’s on and what cultural resources are available; and lack of a central ‘clearing house’ or date claimer for festivals and events, both community based and professional, in not-for-profit and commercial venues staged in the region; and poor and/or confusing directional and street signage for both cultural facilities and places of natural beauty. There are three main categories of people wanting information: existing residents, both of Coffs Harbour and the region; new residents; and visitors. Page 21 1481
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