2014 West Palm Beach Arts & Entertainment District Stakeholder Study Results by WestPalmDDA

WEST PALM BEACH ARTS & ENTERTAINMENT DISTRICT STAKEHOLDER STUDY RESULTS for the

WEST PALM BEACH DOWNTOWN DEVELOPMENT AUTHORITY

June 25, 2014

4440 PGA Blvd., Suite 600 Palm Beach Gardens, FL 33418 Telephone (561) 626-‐6557

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TABLE OF CONTENTS

Background....................................................................................................................... 3 Purpose and Objectives......................................................................................................3 Methodology ......................................................................................................................4 Summary of Findings Role of the AED district.................................................................................................4 Member Roles ..............................................................................................................7 Stakeholder Participation .............................................................................................8 Decision-‐Making Processes ........................................................................................10 Member Buy-‐in...........................................................................................................12 Recommendations............................................................................................................15 Appendix 1 Study Participants.......................................................................................................16

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BACKGROUND As defined by special act of the Florida legislature, the West Palm Beach Downtown Development Authority (DDA) is an independent special taxing district created in 1967 with a mission to: • Analyze the economic conditions and changes occurring in the downtown area, including the effect of such factors as metropolitan growth, traffic congestion, parking, and structural obsolescence and deterioration; • Formulate long-‐range plans for improving the appeal, use, and public accessibility of downtown facilities, remedying any deterioration of property values and developing the downtown area; and • Recommend to the city, business owners, and residents the best actions for implementing downtown development plans.

The West Palm Beach DDA hired Charlotte Pelton & Associates, Inc. (CP&A) to develop a comprehensive marketing effort for the AED. Building upon the research conducted by Turnaround Arts Management (TAM), the CP&A team will conduct a multi-‐stage research, planning and implementation process. This study addresses Stage 1: Research, and it will inform the planning and implementation stages.

PURPOSE AND OBJECTIVES

This study was designed to test specific interest in and buy-‐in of the various marketing strategies, collaboration, economy of scale, and special event exposure for all potential participants. The data was collected though a series of one-‐on-‐one meetings with all primary stakeholders/anchor entities (cultural organizations and other key players as identified early in the research process). The purpose of these meetings was to: • Gain insights about the essence of these marketing concepts from potential participants and supporters. • Understand how opinions and priorities vary for each type of marketing strategy. • Determine what each entity views as their involvement with the launch slated for November 2014. • Determine who is interested in serving on an AED “Advisory Council” to provide ongoing direction and connection for the arts and entertainment related entities represented within the district. • Involve the stakeholders in this process in order to ensure their vested interest and to build consensus from the outset. An summary of these results follows, with recommendations for relaying ideas and opinions, identifying and addressing challenges, prioritizing marketing strategies, and determining the form of continuing and future meetings of the group to ensure ongoing satisfaction as the district’s marketing plans unfold. Charlotte Pelton & Associates, Inc. © 2014

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METHODOLOGY In consultation with the DDA, and drawing from other CP&A survey experiences with similar agencies, CP&A developed a survey interview to be administered in person by members of the consulting team with each stakeholder. Along with the DDA, CP&A determined a list of individuals to be invited to participate, and the members of the CP&A team administered the survey via in-‐person interviews, beginning on May 6, 2014. On June 13, 2014 the last of the interviews was completed, with a total of 25 people representing 20 organizations participating in the survey.

SUMMARY OF FINDINGS Role of the A&E District

As a member of the AED, what would you like to see it provide to you? (Please check all that apply.) Website promoting your organization, events, and activities Walking/Riding/Driving map of AED sites

Kiosks providing info. and directions Ability for visitors to purchase same day discounted tickets Ability for visitors to purchase a group admission package Cooperative advertising/ promotion opportunities

Other (please specify):

“Cooperative advertising if in a group arts package.” “Would the ability to purchase same day discounted tickets be through a person or automated? We would want flexibility regarding same day discounted tickets -‐-‐ where we would control which events, etc.” Charlotte Pelton & Associates, Inc. © 2014

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“Will consider same day tickets only if not sold out.” “Outside kiosks would need approval from PB. As would a trolley stop need approval from the town council.” “We do not charge right now, so same day discounted tickets question is N/A. Co-‐op opportunities would depend upon cost.” “Can provide group discounts for 10 or more for a class with advance notice.” “A 'city pass' would be great.” “Not interested.”

What would be your top three priorities in order? Website promoting your organization, events, and activities Walking/Riding/Driving map of AED sites Kiosks providing info. and directions Ability for visitors to purchase same day discounted tickets Ability for visitors to purchase a group admission package Cooperative advertising/ promotion opportunities Other

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“Note, there is no admission charge to view galleries. Discount applies to group signing up for a class.” “Do four to five things to build success -‐ including dedicated cultural transportation (trolley just for cultural sites and hotels) to mitigate the perception that parking is a problem.” “None.”

Which ones would you not be interested in? (Please check all that apply.) Website promoting your organization, events, and activities Walking/Riding/Driving map of AED sites

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Member Roles What do you think the AED should expect from each participating member? (Please check all that apply.) Participate in the AED Welcome Center Participate in the AED Group Discount ticket Program When established, take an active role in the Arts Incubator program Participate in the Launch Event scheduled for November 2014 Participate in a reciprocal promotion program

Other (please specify): “We need more specifics of the reciprocal promotion program.” “Would make materials available, maybe do private tours, need more info on launch event.” “We would want to be able to participate in group discounted tickets on a selected basis.” “We would be interested in cross promotion for the launch. What would "participation in the launch" mean? Materials? Manpower? Money? We are not interested in any coupon books or Groupon type of promotions.” “Less interested in Arts Incubator Program. Need more info on all other items for final comment. Concerned about the November 7 date because of elections that are expected to be contentious.” “Would consider unchecked items with more information.” Charlotte Pelton & Associates, Inc. © 2014

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“Open to discussion about Launch Event.” “Co-‐promotion.” “Cooperative spirit with everyone.” They do not charge an entrance fee, but might be willing to offer discounts to any one of the many classes and workshops they hold. “Participation in an arts incubator program might get organizations away from mission. Look at the arts district in the north part of Delray Beach.” “None.”

Stakeholder Participation

The launch date for the AED is slated for Thursday, November 13. Does this date work for your organization?

“Unsure of existing conflicts.” “Perhaps.” “We are concerned about elections and how it will negatively impact earned and paid media.” Ervin Duggan is retiring 6/30/14. Likes later in season for Palm Beachers. Offered to host at Norton Museum.

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How might you imagine your organization participating? (check all that apply) Providing entertainment for the event Providing a booth to be used to promote our organization and its offerings Providing promotional info. about our organization Tying in an event or events that day or during that weekend Providing discounts to our venue during the launch Participating in pre-launch promotion/marketing Other

Other (please specify): The Palm Beach Photographic Centre would be willing to run a photo scavenger hunt during the launch day or week. It would be family friendly. They currently do this on Clematis Street but could open the hunt to the entire AED footprint. They will need advanced notice to plan for it. They are also willing to set up special rate classes that day or week at a discount. Classes such as Learn to use your I-‐phone, Getting Your Pictures into the World (i.e. social media), Learning your I-‐MAC, Selective Editing, etc. “We have a nice venue for events and reception. We could provide photos of "Clematis by Decades" to show how it changed over the years. We might be able to tie in some things that are on our calendar -‐ including the 120th anniversary of the birth of the WPB Fire Department, the first in PBC and the exhibit on fire prevention. “Cannot participate.” “Will send launch info to Habatat's mailing list, might give a tour or wine tasting at gallery.” (Lindsey Scott) “If we have something going on.” “National Act from Radio Station Group.” Charlotte Pelton & Associates, Inc. © 2014

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“No booth, won’t be up and running until 2016, so other comments are not applicable.” Not much interest. “Tie in with Clematis by Night.”

Decision-‐Making Processes How would you like to see decisions made for the AED? (You may only select one.) Through an advisory committee composed of participating organizations

From the DDA with input from member organizations

On all major decisions, a majority vote from participants

Other

Other (please specify): “Assuming all are represented fairly. No one entity can have more influence than another.” “What would major decisions be?” “The votes should be weighted based upon dollars contributed to AED.” “No one should have a veto.” “We want to be a part of the process, believe in transparency and want balance. Believe there should be a process to determine a quorum and then make decisions based upon a quorum at meetings.” “Not interested in participating.” Charlotte Pelton & Associates, Inc. © 2014

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How much input would you like to have in the AED decision-‐making process? I would like to be included in all decisions

I would like to be included only in decisions affecting all members of the AED

Other

Other (please specify): “Need not be included.” “As prescribed by our expertise.” “Generally trust in the leadership, but would enjoy being informed.” “Would like more communication up front updating on DDA progress.” “Happy to have a hand in shaping it and participating.” “Not interested in participating.” Charlotte Pelton & Associates, Inc. © 2014

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Would you like to be considered for an advisory committee position?

Yes No Perhaps, but would need to know more Other

Other (please specify): “We do not have a lot in common with most of the organizations. We do not need more meetings.” “New person might be interested?” “Executive Director position unfilled.”

Member Buy-‐in

Would your organization be willing to contribute some dues/funds to the AED marketing fund? Yes

No Perhaps, but would need to know more

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Please provide reasoning: “We have no marketing budget.” “Could contribute time but not money: pro-‐bono graphic artists, communications expertise.” “Will contribute but need to know level.” “No $$ for anything!” In a Letter of Understanding outlining what you should expect from the AED and what the AED should expect from its members, what points would you like to see included? (Please select all that apply.) All members agree to: Include an icon link to the AED website on your homepage

Provide visual promotion of the AED at your events and main location Include the AED logo in all print and electronic media advertising Provide a contribution to the AED marketing fund from a formula that is reasonable based on the marketing budget of each member Participate in AED events whenever possible Other

Other (please specify): Bruce is a world-‐renowned artist and would like to see more involvement from the local government and DDA in spotlighting young artists in the community. “Local government does not support the growing art community.” “Needs more info on marketing fund.” Charlotte Pelton & Associates, Inc. © 2014

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“We could put a link somewhere on our website but no guarantee on the home page. Not sure we would want to sign a letter of understanding.” “Need more information...but intrigued.” (Marty Rogol) “Direct mail and other advertising -‐ need to check with owner and possibly artists about whether or not they want to co-‐op. More info needed.” “Included in advertising but only for arts and entertainment related programming.” “Relevant print and cross promotion.” “Can include AED logo only if small enough.” “Would need more information about marketing fund. They feel like they are pressured to be members and contribute to several organizations already without much benefit from the memberships.” “Would be willing to use an AED logo in the majority of our advertising.” “Not interested in participating.”

Would your organization consider adding features to accommodate AED concepts? (Please select all that apply.)

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Other (please specify): “Display kiosk depends on size.” Perhaps, but need more info. They do not believe the town of Palm Beach will allow Trolley Stop or Bike Racks. They do not feel that their clients will use either. Marty asked if we had "Rolls Royce Bike Racks.” “Would need costs, permit info etc. to consider Trolley Stop and Bike Racks.” “As long as they meet Palm Beach zone codes and regulations.” “All subject to city approval, but would be happy to accommodate all. They are adjacent to a public library, and there is a great indoor common area that would house a kiosk nicely.”

RECOMMENDATIONS Based upon our in-‐depth interviews and data analysis, we would like to suggest these recommendations for your consideration:

•

• • • •

Schedule a meeting of the Advisory Committee as soon as possible to begin work on: ! A list of benefits for all A&E District members, and the priority order of implementation (“what’s in it for them”). ! Dues or fees, if any. ! Parameters of participation. ! Details of the Launch Event in November (budget, goal, target audience). ! Draft the Letter of Understanding factoring in results of these interviews and input from the committee. ! Determine and form a Marketing Sub-‐Committee. Set up a follow-‐up meeting with the reluctant leaders of the organizations not inclined to participate, with Raphael and another major influencer who supports the A&E District. Allow it to be open and direct. Call a Marketing Sub-‐Committee meeting as soon as possible and assign tactics and a hard timeline for announcing the AED as well as the Launch Event. Schedule a Media Conference to announce the AED and the Launch Event. This media conference should be at an event such as the Kravis, Norton, or other high visibility venue. Develop a system to email all AED members and keep them updated on all actions done on their behalf and actions needed from members.

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APPENDIX 1 STUDY PARTICIPANTS Hope Alswang & Scott Bernarde, Norton Museum Dr. Susan Atherly, Dreyfoos School of the Arts Sue Ellen Beryl, Palm Beach Dramaworks Ceci Dadisman, Palm Beach Opera Ervin Duggan, The Society of the Four Arts Amanda Foor, Terebinth Studio & Gallery Bruce Helander, Helander Studio Paul Jamison, Sunfest Jeremy Johnson, Historical Society of Palm Beach County Nancy Lambrecht & Jim Swope, Armory Art Center David McClymont, Palm Beach Symphony Judy Mitchell and Linda Birdsey, Kravis Center Mayor Jeri Muoio, City of West Palm Beach Chris Murray, West Palm Beach Library Fatima Nejame, Palm Beach Photographic Centre Cynthia Palmieri, Ann Norton Sculpture Gardens Vicki Pugh, Palm Beach Atlantic University Lindsey Scott, Habatat Galleries Pamela Stark Thomas, Marty Rogol, and Karen Poindexter, Palm Beach Performing Arts Center Christine Thrower, West Palm Beach Parks and Rec.