CONTENTS
ACKNOWLEDGEMENT OF COUNTRY
FORM acknowledges the Traditional Owners and Custodians throughout Western Australia both past and present, whose enduring connection to this Country and ongoing contributions to our collective culture and communities we respect and honour. We appreciate and are deeply grateful for the privilege of working on these lands.
DISCLAIMER: CULTURAL SENSITIVITY WARNING
FORM would like to warn people viewing this document that some sections may contain images, names or stories of Aboriginal Australians who have passed away. FORM will respect any request to remove images or names of the deceased persons from this document if necessary.
DISCLAIMER: IMAGES
All images used within this document are copyrighted to FORM. All permissions to use these images have been received.
©FORM February 2022. All rights reserved.
EXECUTIVE SUMMARY OUTCOMES
EXECUTIVE SUMMARY DELIVERY
METHODS AND STRATEGY
STAKEHOLDER ENGAGEMENT
MONITORING PLAN
SPINIFEX TEAM STRUCTURE
FORM SPINIFEX
PROJECT SUPPORT STRUCTURE
FORM STRATEGIC STRUCTURE
FORM Building a State of Creativity Inc. (FORM) is an independent, non-profit cultural organisation. Our mission is to be a leader in developing a vibrant creative economy for the benefit and wellbeing of all Western Australian communities.
As a cross-art form organisation, FORM engages with a range of art practices, including visual art, design, literature, creative education, cultural development, cultural tourism, and placemaking. The collaborative, cross-disciplinary and cross-sector nature of our work honours the importance of social diversity, economic complexity, quality and excellence in securing future wellbeing and prosperity for Western Australians.
We deliver programs under five strategies:
Aboriginal Partnership, because we acknowledge that Aboriginal and Torres Strait Islander people, arts and culture are Australia’s strongest economic and cultural asset.
Creative Learning, because the future creative economy and wellbeing of communities depends on the learners and educators of today.
Cultural Programming, because we acknowledge the importance of community access to quality arts and culture.
Cultural Tourism because we acknowledge this activity is critical for the success of Western Australia’s creative economy and to extend the reach of our creative sector.
Sector & Community Building, as core to our mission.
STRATEGIC CONTEXT
Spinifex Hill Studio addresses core economic and social challenges faced by the Aboriginal community living and working in South Hedland and surrounding region. Lack of viable and sustainable economic opportunity is an ongoing challenge, particularly for those seeking employment that is deeply and meaningfully connected to their cultural identity.
Also lacking are initiatives that bolster sustainable employment, agency, and leadership in Aboriginal communities. Education, empowerment and upskilling of local community members is essential for the future sustainability of the Aboriginal community in and around South Hedland.
To date, FORM in partnership with BHP, has delivered significant economic benefit for the artists working at
OUTCOMES
ABOUT SPINIFEX HILL STUDIO
For nearly two decades, FORM has worked to support the creative community of Western Australia’s remote Pilbara region. In 2008, realising there was no established support for Aboriginal artists living in the Hedland area, FORM starting providing materials, art sessions and mentoring opportunities specifically so that local artists could paint together and develop their practices. This group of artists were the foundation of the collective that now paints at Spinifex Hill Studio, one of Australia’s most dynamic art centres, and the only Aboriginal art collective in the wider Hedland area.
In 2014, with the support of Principal Partner BHP, FORM established the Studio’s permanent home in South Hedland. This is essentially FORM’s base in the Pilbara, and the Studio’s Aboriginal and non-Aboriginal support and management personnel are part of the FORM team. The Studio supports the practices of a core group of around twenty artists daily, however around a hundred artists are associated with the Studio and will paint there when in town. Many of these artists are totally reliant on the Studio for their income.
From July 2022 to June 2024, FORM will focus on governance, empowerment,innovation, and engagement/ activation as a key part of the Studio management strategy. This renewed vision and strategy will significantly increase the positive impact for the artists, the local Aboriginal community, and the broader Hedland community. The overarching goals are to:
Offer sustainable economic and social opportunities for Aboriginal and Torres Strait Islander peoples through education, empowerment and upskilling, in order for them to achieve leadership and agency, strengthen intergenerational exchange, and foster resilience for the future.
Offer social and cultural programming and public engagement via the Studio and potentially South Hedland Commons in order to contribute a more vibrant, liveable and sustainable town.
1. Governance The most important and primary outcome for the 2022 – 2024 period will be working with the Studio’s artists to establish Aboriginal leadership at all levels of the Studio, including the establishment of a formal governing body; the Spinifex Hill Studio Aboriginal Advisory Committee (hereafter referred to as the AAC). Governance will nurture leadership, promote agency, continuously embed cultural protocols, and foster intergenerational exchange.
Longer term, FORM’s 10-year aspiration is to have built sufficient governance capability to be able to transfer Spinifex Hill Studio back to the Aboriginal community, acknowledging the complexities related to the freehold site, buildings, funding arrangements etc.
2. Empowerment Increased and sustained employment, meaningfully connected to cultural identity, for Aboriginal artists and their families. The Studio’s operations will provide a market-access vehicle for the artists, including marketing and sales avenues, online platforms, brand awareness and profile through awards and art fairs. Offering opportunities for training in art curation and production, management and enterprise will help to build economic agency, empowerment and resilience for Aboriginal artists and Studio staff.
Spinifex Hill Studio. The Studio’s Project Space, opened in 2021, and plans centred on the prospective South Hedland Commons present significant opportunities for the local Aboriginal people and the broader community in the areas of Future of Work, Future of Communities and the four pillars of BHP’s Reconciliation Action Plan. There are also opportunities to focus on the challenges faced by young people who experience a lack of community cohesion, leading to anti-social behaviour.
Overall, the Studio, and FORM’s community engagement work helps to bolster social and cultural cohesion and wellbeing for the South Hedland population, addressing a lack of community events, cultural amenity, creative development, and crosscultural engagement opportunities.
3. Innovation Supporting the AAC and leaders, and working in partnership with key stakeholders, to develop a future-focused business development plan. This plan will build on the existing and sustained economic empowerment outcomes, introducing innovation and technology to strengthen employment opportunities. Proposed strategies include digital and physical product development, and the engagement of youth in artwork and product business development, and more.
4. Engagement The launch of the Studio’sProject Space in mid-2021, as well as the planned completion of the South Hedland Commons by mid-2022, provides a significant opportunity for the Studio to become a hub for community and visitor engagement in South Hedland. Events and programming that build cultural awareness in the community, provide community activation, vibrancy and cultural amenity will aim to increase appreciation of diverse cultural knowledge; increase appreciation and stewardship of the natural environment; and result in a deeper connection to shared cultural heritage, creating a more cohesive, vibrant, liveable and sustainable town. This type of cultural activity can provide an attractive tourism offering for visitors to the region.
The following is a high-level summary of the overall project timeframe, including key deliverables and milestones (see Methods & Strategy and Monitoring Plan below for full details):
EXECUTIVE SUMMARY DELIVERY
Governance
Establish AAC
Establish and embed ICIP Protocols (ongoing)
Spinifex Hill Sudio Succession Plan
Aboriginal Art Centre Hub of WA (AACHWA)
Develop leadership and governance skills in the AAC
Spinifex Hill Studio staff skills development and training program (ongoing)
Empowerment
Continued operation of Spinifex Hill Studio, catering to over 100 artists annually (ongoing)
Provide an effective market-access vehicle for the Studio’s artists (ongoing)
Skills development and training programs for the local Aboriginal community, particularly youth, focused on art production, business management and curation (ongoing)
Innovation
Develop Spinifex Hill Studio’s internal systems, technologies, and capabilities to manage copyright licencing of the artists’ work in-house on their behalf
FutureFocused Business Development Plan Completed
Engagement
Development of products for commercial market
Deliver a program of exhibitions at the Studio’s Project Space, and online, that showcase the artists’ work and provides a sales platform to generate artist income (ongoing)
Develop an annual Programming and Activation Plan for the Project Space (indoor) and South Hedland Commons (outdoor)
Implement the public program (ongoing)
Evaluation and continuous improvement
METHODS
ACTIVITIES AND STAGES
Governance
Stage One: Establish AAC.
Stage Two: Establish and embed ICIP protocols.
Stage Three: Implement skills development and training programs for all levels of Spinifex Hill Studio staffing structure, focusing particularly on developing business, financial and people management skills in Aboriginal workers.
Stage Four: Develop succession planning for all levels of the Studio’s staffing structure, focusing on developing Aboriginal workers in the local community.
Stage Five: Develop leadership and governance skills in the Spinifex Hill Studio AAC.
Empowerment
Ongoing: Continued operation of Spinifex Hill Studio, catering to over 100 artists annually.
Ongoing: Provide a market-access vehicle for the Studio’s artists, including marketing avenues, online and in-person sales platforms, brand awareness and prestige through awards and art fair participation
Ongoing: Implement skills development and training programs for the local Aboriginal community, particularly youth, focused on art production, business management and curation.
Innovation
Stage One: Develop the Studio’s internal systems, technologies, and capabilities to manage copyright licencing of the artists’ work in-house on their behalf.
Stage Two: Support the AAC and the artists to develop a future-focused business development plan, which, subject to consultation, could include:
Participation in the Aboriginal and Torres Strait Islander Product Development Project (ATSIPDP) led by AACHWA with the Pilbara Development Commission to develop a range of mass-produced art and licenced products (eg. Clothing, kitchenware, handcrafted items, etc).
Youth engagement in creative learning and innovation at the Project Space, leveraging FORM’s Creative Schools program running concurrently at local Hedland primary and/ or secondary schools.
Digital product development, such as non-fungible tokens (NFTs), online image licencing, gamification, or artist tokens.
Engagement
Ongoing: Deliver a program of exhibitions at the Project Space that showcase artists’ work and provides a sales platform to generate artist income.
Stage One: In consultation with the AAC, key community groups and stakeholders, develop an annual programming and activation plan for the Project Space (indoor) and South Hedland Commons (outdoor), which, subject to consultation and budget constraints, could include some of the following:
• Traditional Aboriginal craft and art workshops, such as painting, weaving, indigenous clay, carving, etc.
• NAIDOC Week Program
• Youth Curator Program
• Youth Arts Program
• Youth mental health/reflective practice
• Bush Tucker Morning Teas
• Ecology and natural environment programs
• Artist Talks and Yarning Sessions
• Family-friendly community events/performances
• Children’s art classes and programming
Stage Two: Implement the public program
Stage Three: Evaluate and continuously improve the public program on an annual basis to ensure it is delivering the outcomes and goals.
BENEFICIARIES
The Artists Artists painting at the Studio represent many language groups from around the Pilbara and beyond. Through independent facilitation, all artists and/or their representative will be involved in the establishment of the Spinifex Hill Studio AAC and ICIP Protocols.
Local Aboriginal arts workers Engagement with emerging arts workers will occur through consultation with existing Aboriginal staff at Studio; the AAC and/or the artists.
The Artists Artists painting at the Studio are engaged on a daily basis through a range of practical methods to ensure their livelihoods are protected. Their interests as a group will be represented by the AAC.
Local Aboriginal arts workers Engagement with emerging arts workers will occur through consultation with existing Aboriginal staff at the Studio; the AAC and/or the artists, as well as key stakeholders.
The Artists
The Studio’s artists’ interests as a group will be represented by the AAC, as well as through individual one-on-one consultation with artists and arts workers. A series of independently facilitated business planning sessions will support the development of the business development plan.
Local Aboriginal arts workers Engagement with emerging arts workers will occur through consultation with existing Aboriginal staff at Studio; the AAC and/or the artists, as well as key stakeholders.
Aboriginal Youth Aboriginal youth interested in being involved in the Studio’s innovative business development and upskilling programs will be supported through engagement with key stakeholders, including local schools and the Youth Involvement Council.
FORM applies the IAP2 Framework for Public Participation for all of its activities and projects. It also employs ICIP protocols for projects involving Aboriginal people and their intellectual property.
The Artists and their families
The Studio’s artists’ interests as a group will be represented by the AAC, as well as through individual one-on-one consultation with artists and arts workers.
Aboriginal Youth
Aboriginal youth interested in participating in the Studio’s youth programs will be supported through engagement with key stakeholders, including local schools and the Youth Involvement Council.
Local Hedland Community
Recent community consultation has indicated that there is considerable desire to engage with Spinifex Hill Studio. The community views the Studio and its artists as a key player in South Hedland and the first port of call when it comes to potential to create more cohesion between Indigenous and non-Indigenous peoples in town.
Town of Port Hedland
FORM is currently in conversation with Town of Port Hedland about a funding contribution for this portion of the project.
Regional and WA Tourists
Exhibitions and cultural programming at Spinifex Hill Studio will be a drawcard for tourists and provide a beneficial experience for visitors and the local community.
FORM employs a rigorous approach to monitoring and evaluating its activities across inputs (resource investment), outputs (deliverables) and outcomes (within economic, social and cultural pillars). Sales data will be collated on a daily basis, as well as aggregated monthly, quarterly and annually to measure economic benefits directly to the artists at Spinifex Hill Studio. All other deliverables will be monitored, evaluated, and reported every 6 months.
KPI’S
Governance
• Committee membership fairly represents the artist demographics
• Terms of reference are developed by the Committee and are fit for purpose
• Committee meetings are well attended
AAC
• Committee meetings are productive, functional, and guide decision making at the Studio
• Committee members and artists feel a sense of agency and leadership as evidenced by feedback and expressed satisfaction
• Spinifex Hill Studio secures AACHWA membership
• ICIP Protocols are endorsed by the AAC
30 October 2022 and Ongoing
DELIVERABLES KPI’S TIMEFRAME
Innovation
Stage One: Copyright licencing of artists’ work delivered inhouse
Stage Two: Support the AAC and the artists to develop a future-focused business development plan, which, subject to consultation, could include:
• Participation in the Aboriginal and Torres Strait Islander Product Development Project (ATSI PDP) led by the Pilbara Development Commission to develop a range of mass-produced art and licenced products (eg. Clothing, kitchenware, handcrafted items, etc).
• Youth engagement in creative learning and innovation at Spinifex Hill Project Space, leveraging FORM’s Creative Schools program running concurrently at local Hedland primary and/or secondary schools.
• A minimum of 20% artists’ work licenced under commercial use arrangements for the benefit of ongoingincome for artists.
• Business Development Plan completed and endorsed by the AAC
• Development of three products through the ATSI PDP program for commercial market over next two years.
• Development of two products in-house over the next two years.
ICIP Protocols embedded
1 January 2023 and Ongoing
Studio staff skills development and training program
• ICIP Protocols are embedded, embraced and practised by all staff
• Skills development and training program for each staff member developed and signed off by Management and Executive
• Professional development and performance shaping plans implemented.
• Demonstrable increase in business, financial and people management skills in Aboriginal workers evidenced through performance reviews.
• Succession plan developed
Studio succession plan
Develop leadership and governance skills in the AAC
Empowerment
Continued operation of Spinifex Hill Studio
• Pool of at least 5 potential Aboriginal studio assistants developed through engagement of local Aboriginal community with the Studio
• Governance training completed
3 months into employment and every 6 months ongoing
• Digital product development, such as non-fungible tokens (NFTs), online image licencing, gamification, or artist tokens.
Engagement
Annual programming and activation plan for the Spinifex Hill Project Space (indoor) and South Hedland Commons (outdoor)
• Development of one digital product over the next two years.
An effective market-access vehicle for the Studio’s artists
• Quality of Studio services maintained as evidenced by artists’ feedback, return visitation levels and expressed satisfaction
• 100 artists accessing the Studio annually
• 4 Studio artists exhibiting outside the Pilbara region per year
• 4 exhibitions in the Project Space per year
• 5% increase in the Studios’ revenue from sales, commissions and prize money each year
• 15% increase in unique visitors to the Spinifex Hill Studio website
• Participate in at least 2 national art markets per year
• At least 2 Aboriginal cultural industry events attended per year by artists and staff
• 1 collaborative Aboriginal cultural project undertaken during 2022-2024 period
30 June 2024
30 June 2024
Annual public programming and activation plan delivered
• Stakeholders participate in the development of the plan and report appropriate levels of engagement
• Stakeholders endorse and support the plan
• Detailed programming and activation output KPI’s developed based on agreed program (eg, number of events per year, attendance numbers, NPS, etc)
• All agreed output KPI’s delivered
• A minimum of 70% of participants report an increase in:
• Appreciation of diverse cultural knowledge
• Appreciation and stewardship of the natural environment
• Deeper connection to shared cultural heritage
Ongoing
Evaluate and continuously improve the public program
Ongoing
• “Lessons learned” collated at the completion of each activity in the plan and applied in a continuous improvement model. Ongoing
DELIVERABLES TIMEFRAME
SPINIFEX TEAM
FORM aspires to promote as many Aboriginal workers into senior leadership positions as possible. In addition to this broad principle, the following colours indicate:
FORM SPINIFEX PROJECT SUPPORT STRUCTURE
Note: The Project Support Team is not dedicated solely to this project, and is funded primarily through other funding sources. The support team contributes support and expertise to the Spinifex Project Team via the Spinifex Centre Manager and CEO.
FORM 16
Spinifex Hill Strategy 2022 to 2024 17
INFORMING STRATEGIES
Aboriginal Partnership Creative Learning | Cultural Programming | Cultural Tourism Sector & Community Building
LONG-TERM FINANCIAL PLAN
ANNUAL BUSINESS PLAN ANNUAL PROGRAM PLAN ANNUAL BUDGET
ANNUAL KPIS
ORGANISATIONAL POLICY MANUAL
