Year Ending August 31, 2011
January 17, 2012
2011
ANNUAL REPORT
ARTS for Life
Contents Vison & Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .02 Introduction by the Board Chairman & CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .03 Board of Directors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .04 Board / Committees Executive Committee / Corporate Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .05 Business Affairs Committee Arts & Entertainment Committee Audit & Governance Committee Highlights Arts Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .06 Customer & Facility Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Marketing Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 Fundraising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 LIVE Restaurant / Corporate Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 Audited Financial Statements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21 Staff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40
THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11
Vision & Mission Statement
Our Vision To enrich the quality of life within Mississauga and neighbouring communities through arts and culture.
Mission Statement –
ARTS for Life
Core Objectives The Board of Directors, staff and volunteers are dedicated to actively pursue, grow, improve and fulfill the mission and pledge to: ◆
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Present high quality performing and visual artists for the enjoyment and enrichment of all ages. This will include the presentation of upcoming local and national talent. Enrich the community by stimulating diverse artistic and cultural development.
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Provide diverse educational experiences in performing and visual arts programming with particular emphasis on youth and children.
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Create and maintain a challenging, respectful and satisfying environment for staff and volunteers.
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Engage in commercial activities such as corporate rentals and catering to the extent necessary to support the Centre’s arts activities.
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Enhance community experiences by partnering and cooperating with local arts organizations. Provide artists a venue in which to pursue their art forms, showcase their work and teach and mentor others.
THE THELIVING LIVINGARTS ARTSCENTRE CENTREMISSISSAUGA MISSISSAUGAI ANNUAL I ANNUALREPORT REPORT09/10 10/11 0202
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Seek support for the Centre's various activities through grants, sponsorships and donations.
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Operate in a fiscally responsible manner.
Chairman & CEO than 187 different events in addition to our own. We expanded services to supply outreach production support to MCS. More than 230 volunteers served in front line services, administration areas, programming and on our Board of Directors. New this year was the start of a Stewardship Program that placed trained volunteers in the community to help recruit new volunteers.
Ronald J. Nisbet, CA Chairman
Ron Lenyk CEO
In 2010-2011 The Living Arts Centre enjoyed another successful year. For the seventh successive year our revenues exceeded expenses before amortization. We were able to transfer $250,000 to the Program Initiatives Fund to benefit our 15th anniversary season next year This was the result of the ongoing leadership of Gerry Townsend, who after eight productive years as Chief Executive Officer, returned to the role of Vice President, Business Affairs September 1, 2011 after having turned around the operational and financial results from a previous major deficit. Gerry was awarded the Laurie Pallett Patron of the Arts Award, a MARTY Award from the Mississauga Arts Council, for his dedication to the arts in Mississauga. Arts programs performed better than expected as a result of revenue from rentals and third party charges from the International Indian Film Academy Awards. Studio and theatre programming continued to grow year over year. Although theatre programming revenues were less than targeted, overall attendance exceeded that of the 2009-2010 season. Studio programming bested annual targets. We enjoyed another record breaking year for attendance at community courses and camps resulting in higher than expected revenues. We received two grants, an Ontario Arts Council grant to benefit dance and an Ontario Trillium Foundation grant for a new hearing impaired system. Other programming supporters included: TD Financial Group, RBC, Pratt and Whitney Canada and the Hilton Garden Inn. Community arts groups’ involvement in Hammerson Hall and RBC theatres represented more than 65 per cent of total usage. The performances reflected the diverse nature of the community with more than 18 ethnicities represented. We continue to work closely with our resident tenant, Orchestras Mississauga through co-productions and increased marketing support. We enjoyed great success with youth. Our school workshops, particularly those in the French language, showed significant increases from budget. Our camps reached 98 percent capacity. This would not have been possible without the contribution of 70 students from local high schools who volunteered more than 4,700 hours. The Resident Artist Program had enrolment within all studios. For the year, 33 different resident artists worked within the Centre’s studio spaces representing an increase from fiscal 2010. In total, the 2010-2011 exhibitions realized a slight drop as 7,600 patrons visited eight showings. The decrease was a direct result of being closed Canada Day as Mississauga Celebration Square (MCS) officially opened.
The much appreciated involvement of community volunteers sets us apart from other theatre and studio arts operations. In total, more than 18,000 volunteer hours were completed. All of our activities and departments were supported by the Marketing Services Department. The Mississauga News was a major sponsor, while Indigo Books and Music provided a promotional partnership. We also partnered with six major Mississauga festivals to promote Studio Arts programming. Our new media strategy was fully implemented. We communicated through our more than 33,000 email address database. We fully embraced and participated in social media through Facebook, Twitter and our Blog. We also connected with different LAC performer fan bases through web interaction and direct communication. Our intention is to expand our initiatives in these areas. Our corporate room rental, catering and restaurant operations did not meet expectation. There was an overall net improvement in performance as a result of increased revenues and efficient cost control. The economic environment continued to be a challenge to operations. Free parking on evenings and weekends keep us competitive with neighbouring community theatres. New theatres have opened or are opening in Burlington, Milton, Barrie, Cambridge and St. Catharines. As 35 percent of our audience is from outside Mississauga, this could impact our attendance going forward. Following the recommendation of the City commissioned AMS consultant’s study, a number of initiatives were undertaken. The Board of Directors created new mission and vision statements found on page two of this report. Branding is being addressed through a newly created committee. There is consideration being given to utilizing Program Initiatives Funds for an outdoor concert, an enhanced Mississauga performers’ series, a Mississauga visual artist series, an international series and community outreach. A request to financially support ongoing programming has been made to the City’s Culture Division. Also, as part of the increased investment in new media, the LAC website has been re-designed to increase brand profile and to improve customer navigation. The Centre’s overall success could not have been possible without the dedication and hard work of our managers and staff. We have an involved and dedicated volunteer Board of Directors guiding us effectively as we strive to achieve our objectives within a responsible fiscal framework. Its contribution has been invaluable. The City continues to provide facility services including utilities, security and custodial at no charge along with the lease of the building at a nominal rent. The City’s commitment to our success is very much appreciated and we thank the Mayor, Councillors and City staff for their continuing support. December 2011
Resident artist works were displayed at University of Toronto Mississauga. We will be showcasing our resident artist works in June, 2012 at Pearson International Airport. Customer and facility services had higher than expected revenues from the provision of technical services to customers. This year our crew supported more
Ronald J. Nisbet, CA Chairman
Ron Lenyk CEO
THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 03
Board of Directors I
2010 – 2011
Ronald J. Nisbet, CA, Chair
Chuck Ealey,
Mississauga
Janice M. Baker,
Patrick G. Egan,
Vice Chair
Delphee Boyle
Danielle V. D’Agostino
Jake Dheer
Director,
Music Educator
Technology & Strategic Initiatives Thermal, Ontario Power Generation
Peel District School Board
Communications Consultant Mississauga
Station Manager Rogers TV
Lovleen Bassan,
FCA,
City Manager & CAO City of Mississauga
CFP,
Regional Director Investors Group Financial Services Inc.
LLB,
Principal EGAN Professional Corporation
P. Eng,
Councillor Chris Fonseca
Mark Galloway
Cobi Ladner
City of Mississauga Ward 3
Executive Business Consultant Mississauga
Lifestyle Authority cobistyle.com
Councillor Katie Mahoney
Councillor Pat Mullin
Maja Prentice
Karen Sheehan
City of Mississauga Ward 8
City of Mississauga Ward 2
Retired Mississauga Councillor Ward 3
InFlight Service Director Air Canada
EX-OFFICIO
Councillor Frank Dale City of Mississauga Ward 4
Ruben Goulart,
LLB,
Secretary Managing Partner, Keyser Mason Ball, LLP
THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 04
Ralph Hunter
Gerry Townsend, FCA,
Ron Lenyk
President Hunter-Gray Financial Services
VP Business Affairs Living Arts Centre
CEO Living Arts Centre
Committees Executive Committee
Audit & Governance Committee
Mr. Ronald Nisbet (Chair) Mr. Chuck Ealey (Vice Chair) Ms. Lovleen Bassan Ms. Cobi Ladner Ms. Maja Prentice
Mr. Patrick G. Egan (Chair) Mr. Chuck Ealey Mr. Ralph Hunter Mr. Ron Nisbet Ms. Maja Prentice
Ex-Officio
Ex-Officio
Mr. Ron Lenyk Mr. Gerry Townsend (Treasurer)
Mr. Ron Lenyk Mr. Gerry Townsend
Business Affairs Committee
Nominating Committee
Ms. Lovleen Bassan (Chair) Ms. Janice Baker Mr. Patrick G. Egan Councillor Chris Fonseca Mr. Ralph Hunter Councillor Pat Mullin Ms. Maja Prentice
Mr. Ralph Hunter (Chair) Ms. Lovleen Bassan Mr. Chuck Ealey Ms. Cobi Ladner Mr. Ronald J. Nisbet Ms. Maja Prentice Mr. Ron Lenyk Mr. Gerry Townsend
Ex-Officio Mr. Chuck Ealey Mr. Ron Lenyk Mr. Ronald J. Nisbet Mr. Gerry Townsend
Arts & Entertainment Committee Ms. Cobi Ladner (Chair) Ms. Delphee Boyle Ms. Danielle V. D’Agostino Mr. Jake Dheer Mr. Mark Galloway Councillor Katie Mahoney Ms. Karen Sheehan
Corporate Information Registered Address 4141 Living Arts Drive Mississauga, ON L5B 4B8 Tel: 905.306.6100 Fax: 905.306.6101 Email: info.lac@livingarts.on.ca www.livingartscentre.ca
Registered Charitable Tax No. 136339470RR0001
Ex-Officio
External Auditors
Mr. Chuck Ealey Mr. Ron Lenyk Mr. Ronald J. Nisbet Mr. Gerry Townsend
Withey Addison, LLP
THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 05
Arts Programs
Leslie Leader Director, Arts Programs
In 2010-2011 the Arts Programs Department continued to work to create increased synergies between programs, performances and events with a focus on audience development. While studio programming continued to exceed annual targets, theatre programming results were less than expected for the year. Overall studio participation was 36,604 a three percent increase over the previous year. Com munity Courses, Camps and School Workshops showed record attendance. Within the theatres, attendance for ticketed events was more than 101,000 which was lower than the previous year. The estimated overall attendance (ticketed and non ticketed participation) was 118,896 which was lower than fiscal 2010. We continued to foster relationships within the community while developing new ones with local scho ol boards, community arts organizations, not-for-profit arts and education organizations, the City of Mississauga, commercial promoters, artist agents, local businesses, as well as individuals. With the opening of Mississauga Celebration Square (MCS) in July, 2011 the Centre worked closely with programming representatives to ensure our LAC Presents season did not compete with the free special events and summer concerts programmed at the Square. These relationships supported our goal to further develop and enrich programming and services for the community.
THE THELIVING LIVINGARTS ARTSCENTRE CENTREMISSISSAUGA MISSISSAUGAI ANNUAL I ANNUALREPORT REPORT10/11 09/10 0602
THEATRE PROGRAMMING A wide variety of arts programs were showcased in 2010-2011. We continued to balance the needs of community arts organizations, the Centre’s programming, commercial and corporate activity with weekend date availability and prime programming months. Of the productions and presentations within Hammerson Hall and RBC theatre, 65% were from the arts community, 16% were programmed by the Centre and 19% were for corporate arts performances and events. Hammerson Hall was used for 199 days and RBC theatre for 211, both higher than the previous year. The total number of tickets issued for Performing Arts events including LAC programming, resident tenants, community, commercial, and corporate arts rentals within Hammerson Hall and RBC theatre was more than 101,011 tickets, eight percent lower than the 2009-2010 season.
Arts Programs
RESIDENT TENANTS Orchestras Mississauga continues to be the Centre’s Resident Tenant. The Centre worked with the Orchestras Mississauga to co-present Symphony of Bellows featuring Alexander Sevastian from Quartetto Gelato. For the 2011-2012 season we worked with Orchestras Mississauga to book Classic Albums Live – Sgt. Pepper’s Lonely Hearts Club Band as our co-presentation and will continue to discuss options for the 2012-2013 season. In partnership through an Ontario Trillium Grant the Centre, Orchestras Mississauga and the Mississauga Chamber Music Society presented 3 school and one public performance of Tales and Tunes for Toonies.
COMMUNITY RENTALS & COMMERCIAL PRODUCTIONS A wide variety of new and returning clients performed within the Centre’s theatres in 2010-2011. These included cultural performances and festivals, dance competitions and recitals, Peel and Dufferin Peel District School Board music, drama and dance showcases, as well as theatrical productions, child and adult choral and theatrical performances, commercial television and film shoots, graduation ceremonies, corporate presentations and performances.
Salvation Army, Mississauga Food Bank, Children’s Wish Foundation, Sheena’s Place, Marc Diab Children’s Foundation, Interim Place, Cystic Fibrosis, Cancer Society of Canada and Erin Oaks Kids Foundation. New business consisted of a variety of cultural productions, competitions and dance performances. These included productions by: NGM Entertainment, Boen Entertainment, Aim for Seva, Orfeao Stella Maris, Toronto Drama Troupe, Folklorico Filipino, Polish Canadian Society of Music, Opera Belcanto of South Simcoe, Clarence Frazer in Concert, St. Thomas Aquinas Secondary School, All Slovenian Cultural Committee, Visions Unlimited Canada, Nikki Policelli, Inarow Productions, Total Dance Innovations, Strictly Dance, Studio A Dance Academy, Be Dance, Stroll Promotions, Stephanie Parker, Interim Place, Ed Stephenson, John Fraser, and St. Eugene Parish. The theatres were also reserved as a rain option for programming for the International Indian Film Academy (IIFA) Awards at MCS. This was a significant increase in new clients for the Centre over the 2009-10 season. The City of Mississauga opened MCS June, 2011. The opening of the new facility resulted in some festivals moving from LAC to the new square.
Rental activity was slightly under budget for the year. However rental revenues exceeded target due to increased commercial ticketed events and film shoots. There was significant diversity in the community use of the Centre’s theatres. The following communities presented productions: African, Arabic, Chinese, Colombian, Filipino, Indian, Korean, Muslim, Pakistani, Polish, Punjabi, Serbian, Slovenian, Ukrainian and Vietnamese. The following festivals were presented: The Mississauga Literary Festival, Can Afric Drum Festival, Chinese Arts Festival and the Colombian Independence Day Festival. It should be noted that many community groups hosted fundraising performances and festivals including THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 09/10 07 02
Serena Sandford, Photo Nardella Photography Inc.
Arts Programs
LAC PRESENTS AND PROGRAM PARTNERSHIPS The LAC Presents season featured 60 performances in 40 productions for children, family and adult audiences across three series; Special Events, Relaxed and Wiggle Club. Attendance for these performances was 33,746 which represented 68 percent capacity. Paid attendance was less than budget and lower than the previous season. Season highlights included well attended performances in Hammerson Hall: Shaun Majumder, The State Theatre Ballet of Russia’s Nutcracker, Royal Winnipeg Ballet’s Moulin Rouge, La Boheme, The Blue Man Group, Max and Ruby and Tower of Power. Comedian Brad Garrett was added with ticket sales much lower than anticipated. The largest negative impact on the season was the Broadway production of Handel’s Messiah Rocks. This production did not do well in most venues in which it toured. In RBC Theatre we had strong attendance for Sounds of Motown, Michael Ciufo, The Arrogant Worms and Miss Spider. The theatre run of Forever Plaid did not have the expected attendance across all of the performances. English and French school performances were successful with 8,500 attending 12 performances in the two main theatres. This attendance was slightly lower than last season with one less performance offered. Highlights included sold out shows of The Nutcracker, Swimmy and Inch by Inch and Peter and the Wolf. This season also included our first opera for students. In partnership with Opera Kitchener, we engaged more than 500 secondary students. Total attendance for LAC programming including LAC Presents and Program Initiatives projects for 2010-2011 was 36,511. Through the Program Initiatives Fund the Centre also supported The Mississauga Chamber Music Society and Orchestras Mississauga in their Tales and Tunes for Toonies School Program, a co-production with Orchestras Mississauga, the Mississauga Literary Festival, as well as a number of visual and performing arts showcases with the Peel District School Board. THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 08
In the spirit of Moulin Rouge of Paris, Moulin Rouge® is a registered trademark of Moulin Rouge S.A.
Arts Programs
STUDIO PROGRAMMING While Studio program participation continued to level off, we did see an overall increase in participation in fiscal 2010. The Centre continued to deliver high quality visual and performing arts experiences for children, youth, adults and families within the Centre’s eight professionally equipped artist studios.
EDUCATIONAL PROGRAMMING FOR STUDENTS AND TEACHERS School Workshops engaged 25,748 students and their teachers in hands-on curriculum related workshops in 2010-2011; an increase over last year. The number of workshops delivered was 1001- an eight percent increase from budget. A large portion of this increase was associated with the new artist in residency program piloted in February in connection with Black History month. We continued to see a decrease in class size as well as a shift towards teachers planning and booking onsite workshops at the end of the school year. Our audience was made up of 39% primary, 31% junior, 25%
intermediate and 5% secondary students, consistent with last season. Our 48 French language workshops were delivered to 995 students a 33% increase from the previous year. Students and teachers from 199 schools representing 11 different school boards attended workshops. The Peel school boards continued to represent 50 percent of our audience. Overall participation also included students from private, home and Montessori schools. In September 2010, we piloted a teacher open house where teachers were invited to learn about the Centre. This reception helped the Centre connect with and develop new school audiences. An arts package for new teachers was prepared and provided as a resource. More than 40 teachers attended this evening with positive reviews. We offered four teacher workshop options as part of the professional development series. In 2010-2011 five workshops were delivered with three of these being presented in French for Le Conseil Scolaire De District Catholique Centre-Sud. More than 50 teachers attended these workshops, an increase from fiscal 2010.
THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 09
Arts Programs
CAMPS
COMMUNITY COURSES AND EVENTS
In the 2010-2011 season, 758 children ages 6-16 participated in camp programming resulting in an eight percent increase over 2009-2010 due to the offering of additional sessions of “Dynamic Dance Crew”, “Movie Makers” and “Creative Couture” during Summer Camp as well as “Dynamite Dance Basics” during March Break.
Community Courses continued to offer high level programming in professional studio spaces to children, youth, adults and families. There were 209 community courses delivered to 2,453 participants, a 10 percent increase in participation from 2009-2010. New courses were offered in ceramics, dance, textiles and musical theatre.
March Break camp had 98 campers attending reaching 98 percent capacity and 32 of these campers participated in the new March Break meal plan program. Within Summer Camp, 660 campers participated, again reaching 98 percent capacity with 31 of the 39 sessions sold out.
This area was also successful in engaging high school volunteers to support Saturday morning children’s courses with 15 students donating more than 500 hours.
Camp programs would not have been possible without the support provided by work experience students from local high schools. In 2010-2011, 70 students from Peel Region donated more than 4,782 hours to camp programming.
SPECIALTY WORKSHOPS Specialty Workshops provided unique programming opportunities for the community outside of regular programming areas. These include birthday parties for children; custom designed corporate workshops and specialized programming for seniors, service groups and community groups. In 2010-2011, 42 workshops were created and delivered to more than 750 participants. Morguard Investment Inc, RBC Insurance, The Cooperators, Christian Horizons, Canadian Mental Health Association, along with Brownie, Girl Guide and Pathfinder troops, and the YMCA were corporate and community groups who participated.
THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 10
Creative programming for community events such as The Literacy Festival, marketing outreach, summer events and festivals provided opportunities to further promote arts, studios and programs to the general public.
Arts Programs
EXHIBITIONS Exhibitions at the Centre showcased works by local artist groups from a variety of cultural backgrounds. Exhibitions featured works in a variety of media including installation art, photography, painting, ceramics, textiles, glass, wood, as well as media arts. There was a focus on contemporary
The gallery was open for select evening performances and special events hosted by a team of dedicated volunteers. The gallery could not remain open without their ongoing support. There were 17 school workshops delivered as well as the creative writing community course
Asian art as a complement to the IIFA awards, MOSAIC Festival and Chinese New Year. In total, the 2010-2011 exhibition schedule attracted more than 7,600
Exhibition outreach included the display of resident artist works at the University of Toronto Mississauga. We are also working with the Greater
patrons visiting eight exhibitions. This attendance was a decrease from
Toronto Airport Authority to showcase the resident artist show in June
fiscal 2010 and the direct result of the Centre not being open on Canada
2012 in terminal one exhibition space.
Day due to the opening of MCS.
RESIDENT ARTIST PROGRAM The Resident Artist Program had sold out enrolment in the ceramics, painting and drawing, wood and textile studios. For the year, 33 different resident artists worked within the Centre’s studio spaces. In September the glass studio was closed for the installation of a new furnace system. We completed our first year of operations of the Artist Fellowship Program in the wood studio whereby new graduates access a studio at highly subsidized rates. The two year structure of the program allows new artists financial relief and studio space necessary to produce a body of work. Two new artists were accepted into the wood studio resulting in the studio operating at capacity. For 2011-2012 we have selected one Fellow to work within the glass studio. The Post-Residency Studio Rental Program for former resident artists with specific studio needs ran in glass, textile and wood studios in 2010-2011 with positive response from the four artists. Residents continued to be an integral part of the Centre’s programming through their participation in exhibitions, teaching courses, and community and corporate events. Select artists’ works were showcased at The University of Toronto Mississauga. Glass resident artist, Jeff McIntosh, was awarded the Emerging Visual Artist award at the Mississauga Arts Council’s MARTY Awards event. THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 11
Arts Programs
GIFT SHOP
STUDIO RENTALS
Continuing to provide an outlet to promote the artistic activities within the Centre, the gift shop showcased fine crafted works created by the Centre’s team of resident artists. Fashion and home dÊcor items in wood, glass, textile, ceramics, photography and metal were displayed. Opening the shop during selected performances helped increase visits and sales in 2010-2011.
Nine community clients rented studio space in 2010-2011 representing an increase from previous years. The dance studio showed the greatest activity resulting in the space being almost fully rented during prime time between September and May. Community groups used this space to offer ballet and Irish dance classes for children, Bollywood and Indian dance as well as Zumba and fitness classes.
Arts Programs Team
THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 12
Customer & Facility Services
Gail Anderson Director, Customer & Facility Services
The Customer & Facility Services department provides the operational requirements for both internal and external customers supporting all activity at the Centre. Our focus is to deliver exceptional services in a professional and safe manner.
BOX OFFICE The Box Office team continued to deliver excellent customer service in person, by phone and through online selling. This year overall ticket sales for visual and performing arts increased nine percent and online ticket sales increased by one percent over Fiscal 2010. Box Office Team
Our team continued to capture patron data for LAC Presents programs and provide post show summaries to both the Marketing and Arts Programming departments. Highlights include: ◆ Repeat customers increased to 46%, a 5% increase over last season ◆ 17% of sales took place less then one week prior to the show ◆ Top methods of how patrons heard about our performances (as collected
by our CSRs) – brochure, friend/word of mouth, and website/internet
RECEPTION In 2010-2011, the responsibility for the Reception area, along with our Receptionist, moved to report to the Customer Service Supervisor. This allowed us to service telephone calls and service the public more efficiently. Reception
THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 13
Customer & Facility Services TECHNICAL AND PRODUCTION SERVICES The Technical Team, which includes the contracted services of Nasco Staffing Solutions, continued to provide guidance to clients to ensure the best possible production value. This year our crew supported more than 187 different events and supported our internal events of LAC Presents, community courses and camps. In addition we expanded our services to supply outreach production support to the new Mississauga Celebration Technical Team
Square.
In 2010-2011 we added a new dance floor in Hammerson Hall along with 20 new lighting units and vacuumed the main hall acoustical drapes. In RBC Theatre we replaced the lighting board, the floor of the bleacher unit, repaired all stage risers, and painted the theatre floors.
The Studio Technician provided safe and functioning studios with ongoing maintenance and repairs to equipment. In the Wood Studio a new Lighting Board
table saw was installed with sawstop technology. Sawstop is the latest in safety equipment designed to stop functioning if there is an object close to the blade.
In the Painting & Drawing Studio, Textile Studios and
Kidspace new countertops, sinks and faucets were installed.
Table Saw
FRONT OF HOUSE The Front of House team ensured we provided a healthy and safe environment for all events. The majority of our team is comprised of volunteer ushers and greeters. In total there are approximately 80 volunteers that helped us service 303 events in the theatres. In addition, we worked collaboratively with the Food and Beverage department providing lobby bar services for theatre events. Front of House THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 14
Customer & Facility Services
Volunteer Recognition
VOLUNTEER SERVICES More than 230 volunteers served the Centre in front line services, administration areas, programming and on our Board of Directors. New this year, was the launch of a Stewardship Program that placed trained volunteers in the community to help recruit new volunteers. This program still requires some fine tuning but volunteers did attend three events this year. Our Volunteer Social Committee organized four events – A Movie Night, Players Choice Game Night, a Financial Planning Event, and our summer Staff and Volunteer BBQ. In total more than 18,000 volunteer hours were completed this season. The number of long term volunteers is on the rise with 44 active volunteers, with more than 10 years of service, and 50 with more than five. In November we presented a number of awards at our Annual Volunteer Recognition Dinner. The honourees were:
Volunteer of the Year – Paul Walker Gerry Townsend (L) congratulates Paul Walker (R), Volunteer of The Year Award of Distinction – Carla Reedyk Award of Excellence – Ron Covert Special Awards of Recognition – Elaine Teguibon, Steve Fogarasi, Emily Sheppard, Regina Balodis, Marilyn Fisher, and Karen Sheehan
THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 15
Marketing Services
OVERVIEW
COMMUNITY OUTREACH
Marketing and Communications strived to increase sales and attendance at all LAC performances, workshops and events. Through marketing collateral, we created and maintained a cohesive corporate brand across all LAC properties and initiatives.
We continued to have a strong presence at various community events in Mississauga. Staff and volunteers promoted relevant performances and programming and captured information for our database through promotional ticket give-aways. At appropriate events, a craft element allowed us to interact with families and promote studio arts programming.
We also pursued partnerships within the community, forging new relationships and building on existing partnerships. We worked closely with all departme nts to leverage initiatives and create synergies within the Centre to increase attendance across all properties.
LAC PERFORMING ARTS Marketing activity for the Performing Arts continued to build on our profile in Mississauga and surrounding communities. The core elements included the season brochure, print advertising, radio, outdoor, online, and outreach activities. Promotional partnerships were maintained with Erin Mills Town Centre and South Common Mall. Select corporations were also engaged as partners, offering their employees incentives to attend performances. The Mississauga News was again the season print sponsor. Indigo Books and Music was secured as a promotional partner, providing added exposure and promotional opportunities for select programming throughout our season. Brochures were distributed based on top clusters from the AMS consultant’s report and the top FSA information from Box Office. This report provided us the opportunity to improve the distribution of all marketing collateral based on top clusters and top FSA information. A Rental Client Program was created outlining our branding guidelines and providing clients the opportunity to capitalize on our marketing activity. This initiative helped maintain a consistent brand profile and provided an opportunity to generate revenue through marketing efforts. The package for Corporate Sales was updated to achieve consistent branding for all collateral.
Some key events the Centre participated at include: Mississauga Waterfront Festival Bread and Honey Festival Canada Day Celebrations at Mississauga’s Celebration Square Amacon Ribfest South Side Shuffle Christmas Tree Lighting at Mississauga’s Celebration Square
ON-LINE AND ELECTRONIC MARKETING We implemented and improved electronic marketing strategies. The main component of this was the launch of the new website, coinciding with the season launch. Easier navigation and more interactive elements have resulted in a meaningful increase in traffic. Our email database includes more than 33,000 records and keeps growing. We continue to target market to specific areas of interest in the database and refine our message to increase email open rates. Social media has been used to promote and gain marketplace presence. This year we capitalized on artists’ fan bases by implementing email blasts and linking strategies to their social media and fan databases. This medium continues to grow in importance as a vital element in the overall marketing mix. Facebook, Twitter and our Blog continue to be key awareness-building tools for the appropriate programs
STUDIO ARTS/GALLERY The marketing for Studio Arts programming, including courses, workshops, camps and the gallery incorporated cross-promotion with other properties at the Centre. Marketing ensured that all collateral was distributed to the targeted demographic and to the appropriate venues outside of the Centre.
LIVE CUISINE
Marketing Team THE LIVING ARTS CENTRE MISSISSAUGA I ANNUAL REPORT 10/11 16
LIVE Cuisine capitalized on many of the successful marketing elements in place from the previous year. The Cooking Demonstrations, under the LIVE Cuisine banner, was cross- promoted with the Centre’s other properties. Online promotions helped create awareness for the events.
Fundraising OVERVIEW
PROGRAM INITIATIVES FUND
In fiscal 2011 we raised a total of $106,000 through corporate sponsorships and government grants.
endeavours that address key goals from the Centre’s mission statements
The fund was established to provide access to funding for programming but require financial assistance.
We were successful with a grant application for the Ontario Dances Project through the Ontario Arts Council providing monies to program Ontario dance companies, develop Mississauga’s dance audience as well as provide workshops within the community. Canadian Heritage continued to s upport LAC Presents through their Canada Arts Presentation Fund. New in 2010-2011 we received a capital grant for a new hearing impaired system for the theatres through the Ontario Trillium Foundation. TD Financial Group, RBC, Pratt and Whitney Canada, Mother Parkers and the Hilton Garden Inn Mississauga Toronto Airport West continued to support programs and events with corporate donations. The Mississauga News was once again our print media sponsor for LAC Presents.
During the 2010-2011 season we provided support from the Fund totalling $48,000 to assist programs as follows: ◆ Orchestras Mississauga co-production ◆ Orchestras Mississauga and Chamber Music Society School Program ◆ The Mississauga Literary Festival ◆ LAC School performances ◆ The Peel District School Board: Literacy & Values and Music and Drama ◆ The Peel Intermediate Music Teachers Association: Music Festival. ◆ Peel Elementary School Exhibition
Much of this support was by way of subsidizing the cost of theatre rental. Our annual gift program was not active during the 2011 fiscal year but is currently under way, with requests being sent to Directors, staff and other external individuals.
The Board of Directors approved the transfer of $250,000 from operating funds to the Program Initiatives Fund as of August 31, 2011. Consequently, the balance in the Fund at August 31, 2011, increased to $661,00.
YOUR GIFT MAKES THE DIFFERENCE THE LIVING ARTS CENTRE ACKNOWLEDGES WITH THANKS THE GENEROUS SUPPORT OF THE FOLLOWING:
KEEPING ARTS ALIVE IN MISSISSAUGA Your tax-deductible donation to the Living Arts Centre helps to ensure that affordable, quality arts events and arts education take place in our own city. Your gift will bridge the gap between the cost of running these programs and the amount that artists, students and community members can reasonably pay to attend. To Donate, call 905.306.6196 or visit www.livingartscentre.ca/support Living Arts Centre Registered Charitable Tax Number: 0958066-22
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LIVE Restaurant / Corporate Sales
Laszlo Buzas Manager, Food & Beverages
OVERVIEW The pre-show dinner and post-show dessert revenues and covers have increased this year due to regular courtesy reminders from restaurant staff and communication at the box office making patrons aware of the restaurant being open. The restaurant has gained popularity this year with many new social events such as small weddings, showers, baptisms and retirement parties. Corporate events such as breakfast meetings, cocktail receptions and dinners have also demonstrated a substantial growth in revenues. Our $50 (all inclusive) Meeting Package was a success with our corporate clients, showing our dedication to delivering value for corporate dollars. Decision makers within the corporate segment are time-strapped so offering a complete package made it easy to confirm details with one call.
Sales & Catering Team
A key initiative in fiscal 2010 was to update our corporate database. A database operating at peak efficiency will assist the department in accomplishing our goals while positively impacting revenues. The database initiative is almost complete (90%). This will give the sales office the ability to better target their effortss. Although LIVE operations did not meet expectation, there was an overall net improvement in performance as a result of increased revenues and efficient cost control. The economic environment in fiscal 2010 continued to be a challenge to operations
IIFA (International Indian film Association)
LIVE Cuisine Team
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Finance
Robert Brown Manager, Accounting
The financial results for the year ended August 31, 2011 were better than budget. The excess of revenues over expenses in the unrestricted fund was $340,000 compared to a budget of $57,000. The revenue from operations was $6,182,000 compared to $5,772,000 the previous year.
We continue to be in a strong financial position. Our working capital at August 31 2011 was $569,000 and the net assets were $1,172,000. The excellent results enabled the Board of Directors to transfer $250,000 to the Program Initiatives Fund.
The amortization for the year was $1,063,000. Historically, the Centre has reported to its Board and Council on the results before amortization. This is because the major part of the annual amortization is related to the shortfall in the initial fundraising that was underwritten by the City and classified as leasehold improvements on our balance sheet.
Accounting Team
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THE LIVING ARTS CENTRE IN MISSISSAUGA CONSOLIDATED FINANCIAL STATEMENTS AUGUST 31, 2011
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Living Arts Centre Staff Ron Lenyk Chief Executive Officer Suhara Amith Executive Assistant to CEO & VP Business Affairs Gerry Townsend VP Business Affairs
Robert Brown Manager, Accounting
Grace Aldea, Debbie Choi, Mariette Rajkumar
Leslie Leader Director, Arts Programs
Tamara Davies, Marija Duvnjak, Jessica Earley, Cait Harben Amy Ng, Megan Press, Cole Swanson, Carolyn Topdjian
Gail Anderson Director, Customer & Facility Services
Joel Alexander, Bruce Bennett, John De Melo, Amanda Dwyer Michael Estacio, Megan Paul, Simone Sicard, Karina Soares Victor Svenningson Anne-Marie Campbell, Susan Campbell, Diana Chan Kristina Cuenca, Marg Duncan, Jas Dhillon, Eva Keith Cathy Lee Keogh Hammond, Lilian Libert, Virgina Maj Mona Necic, Leonard Neiman, Vanessa Nelson Amanda Nicholls, Paula Pedrazas, Mahreen Qureshi Nicole Shaw, Jenn Silver, Krysta Soroczynski, Marcia Soto Theatre Stagehands provided by NASCO Services Ltd.
Robert Hart Director, Communications & Marketing
Laszlo Buzas Manager, Food & Beverage
Mary Chan, Alejandro Cardona
Sofia Amaro-Elliott, Alba Noronha, Esther Ortiz, Anne Parker Culinary: Peter Colberg, Mahipal Dheendsa
Services provided by City of Mississauga Human Resources Christine Gabany, Angie Coccia, Nishila Lalany
Information Technology Frank Lee, Cedric Lam, Michael Parolin
Payroll Natalie Jackman (Perm Staff); Vera An (Temp Staff)
Building Operations Rob Bowslaugh, Jamie Hillis, Matt Petri
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