Auspicious Arts Incubator The Business of Making Art
“Arts and culture have always been, and are increasingly, major draw cards for Melbourne, attracting international and interstate visitors and contributing to the identity and liveability of the city� Premier John Brumby announcing the $128M redevelopment of the Arts Centre, Hamer Hall, Sep 2008
Melbourne - Australia’s Arts and Cultural Destination Melbourne, Victoria has established and maintained its reputation as a major supporter of arts and culture, as shown by the results of the Brand Health Survey 1996-2007: (Roy Morgan Research 2007) • •
Melbourne is seen as the leading capital city in Australia for theatre since 1996 Since 2005, Melbourne has the reputation of being the leading ‘city-host’ of international sporting and cultural events.
Melbourne possesses a critical mass of distinctive cultural venues positioned within close proximity to one another. Continuing to draw artists and creative professionals to live and work in the heart ofÊÌ i city is vital to maintaining Melbourne’s unique identity and its status as Australia’s premier international arts and cultural destination. Whilst setting a leadership standard in arts and culture, Melbourne’s international reputation for liveability is inextricably linked to a thriving creative sector. In a submission to the Victorian Competition and Efficiency Commission liveability inquiry, the Department of Planning and Community Development commented that workers in knowledge-intensive industries are often particularly interested in lifestyle opportunities such as cafe culture and artistic and cultural opportunities. It argued that these assets are crucial in attracting and retaining knowledge workers which means that local liveability is important for economic competitiveness. (Victorian Competition and Efficiency Commission, A State of Liveability: An Inquiry into Enhancing Victoria’s Liveability – Draft Report 2008, p 194)
A point of tension exists as Melbourne’s reputation for artistic and cultural vibrancy has contributed to the fastest population growth in Australia, raising inner city property values and forcing many artists to find new places to work and live beyond traditional inner city boundaries. For Melbourne to maintain a cultural leadership position artists and creative organisations require a diversity of affordable spaces to live and work.
Federation Square
YARRA RIVER The Arts Centre ILDA
ST. K D ROA
Opera Australia Australian Ballet Centre Arts Victoria National Gallery of Victoria
MSO - Iwaki Auditorium Australian Broadcasting Corporation (ABC)
Sidney Myer Music Bowl
Melbourne Recital Centre Melbourne Theatre Company Victorian College of the Arts (VCA) Auspicious Arts Incubator
Australian Centre for Contemporary Art (ACCA)
Chunky Move Malthouse Theatre Workshop
STUR
T ST REET
CUB Malthouse Arts House
Proposed New VCA Secondary School New Melbourne Theatre Company Headquarters
Southbank Arts District Š Cultural Value 2008
Southbank Arts Precinct - Past and Present Located on the Yarra River, the Southbank of Melbourne, historically an industrial neighborhood has always seen artists attracted to the old warehouse and shed spaces of the area. In many ways the creative people that have flowed to Southbank have been catalysts for its transformation as a cultural district. The regeneration of the Southbank arts and cultural district over the last 40 years has seen significant growth in commerce, tourism, residential populations and cultural facilities. The iconic gateway marked by the Arts Centre’s spire welcomes the community to discover the diversity of cultural venues and offer of arts experiences dotted along Sturt Street and surrounds. The intent to maintain the district’s distinctive creative edge and develop the area to meet the requirements of a 21st century city, must balance the presence of affordable spaces for independent artists and creative organisations. The Southbank Plan (2007), a joint initiative between the Victorian Government and the City of Melbourne provides a planning blueprint for the area. The Plan articulates a vision for Southbank to become the premier arts and entertainment district for the city. It affirms that it is vital that any future developments preserve what has evolved organically into Australia’s unique ‘cultural spine’ and most dynamic creative cluster. Over 10,000 people live in the Southbank area, with the 18-40 age group representing 70% of the resident population. Forecast to grow, the opportunity exists to develop new audiences, build new demand for creative product, and attract new creators to live, study and work.
“Cultural activities and visitor/ tourism/recreation are the main local employment areas in Southbank, in contrast with the City of Melbourne as a whole, which is dominated by property and business services.” Places for People, City of Melbourne in collaboration with Gehl Architects (2004), p12
By 2010, the Incubator will have provided business skills training and mentoring for 282 arts businesses in its first 2 years of operation. To date the Incubator has supported 32 independent arts organisations since the program’s inception in 2007, each having business support for up to 18 months. A significant number of these organisations are artists that are sole traders. (see Appendix A)
What is the Auspicious Arts Incubator A creative hub for artists and visitors alike the Auspicious Arts Incubator acts as a lever for the independent performing arts sector in Melbourne, Australia. Auspicious Arts Project Inc seized the opportunity to pilot the Incubator in 2007, in response to the evidence-based need for such a business model. Much of Australia’s creative sector is made up of small enterprises or sole traders that do not have access to the resources or skills to develop sophisticated business and financial plans, impacting their longevity and business success. Significantly, the Incubator fills a vital gap in the cultural sector by assisting creative entrepreneurs to achieve maximum value and return from their existing creative assets. Located on Sturt Street, Southbank in leased premises the Incubator currently includes: • • • •
spaces for training, meeting and business skills development; operations space for ‘incubator’ organisations for up to 18 months; rehearsal space; and a venue for the presentation of new creative content, extended seasons and hold-over performances.
The Incubator’s aim is to support the development of a thriving independent performing arts sector that has the ability to generate income and a diversity of investment. To deliver this the Incubator provides coaching, business and marketing skills training and venue support to Australia’s newest creative entrepreneurs who have already demonstrated leadership and a commitment to developing a sustainable arts practice. In its pilot phase, the Auspicious Art Incubator has received financial support from all tiers of Government (AusIndustry, Australia Council, Arts Victoria, City of Melbourne) and has developed strategic partnerships with the University sector (RMIT) and the business arts sector (ABaF and Biz Arts Makers).
”Many creative businesses would never dream of seeking subsidy; many theatres, opera companies and orchestras depend on it. In the middle, however, there is a space where subsidy and profit meet, with artists and organisations that are thriving in the mixed economy” Creative Britain, New Talents for the New Economy: 4.4 (2008)
A Leadership Model for the Arts A significant amount of goodwill has been generated during the pilot phase of the Incubator model. During this phase, Auspicious Arts Inc has negotiated an opportunity to realise a long-term vision for the Incubator that will benefit the independent arts sector. The proposed new ‘fit for purpose’ Auspicious Arts Incubator is a unique venture between a development group and a not for profit arts organisation that demonstrates the private sectors’ willingness to support the arts beyond traditional models of philanthropy. Although other arts incubators exist in Hobart and Brisbane, a mixeduse arts and residential model of this type is without precedent in Australia, demonstrating Melbourne’s continuing willingness to innovate and advance cultural leadership models.
John Paul Fischbach
John Paxinos
A significant strength of this project is that it has started by activating people not with planning a space; it reflects a ‘people centered’ approach to cultural infrastructure development as opposed one that is ‘building centered’. This unique opportunity to realise a new cultural space within a mixed-use development has arisen from dialogue between the developer and a not for profit arts organisation and now requires active dialogue and support from the relevant planning authorities and policy influencers. The specific parameters of the mixed use development are outlined in a separate document: 152 Sturt Street, Southbank: Town Planning Application Aug 2008 produced by Peddle Thorp Architects in association with Contour Consultants Australia.
Image courtesy Peddle Thorp Architects
Benchmark Models Numerous international models exist of incorporating arts infrastructure into mixed-use development planning, not simply to support cultural activity but also to regenerate and breathe life into neglected urban communities. In Vancouver, Canada planning authorities have supported a number of private development initiatives by allowing developers additional height and density in return for the inclusion of cultural amenity such as the Vancouver Playhouse Production Centre and Vancouver International Film Centre. Culture led regeneration models such as Artscape, Toronto, Canada and Artspace, Minnesota, US have been undertaking redevelopment projects creating affordable space for artists for over 20 years. The rebuilt World Trade Center towers in New York, US represent perhaps one of the most ambitious mixed-use developments that will incorporate a central cultural component. While tens of thousands of square feet have been set aside for the performing and the visual arts, an arts incubator project is being supported by philanthropic organisations and will include a 99-seat theatre and a 199-seat theatre, visual arts studios, an art gallery, and 10 housing units.
A New ‘Fit for Purpose’ Incubator A fixed home for the Auspicious Arts Incubator will further enhance the cultural reputation of Melbourne’s Sturt Street address. The Incubator is not cultural infrastructure to house a flagship institution, rather it is a plan for a new mixed-use facility with a strong emphasis on supporting artists in the business of ‘making art’. It is an investment to ensure Melbourne can sustain a thriving independent performing arts sector, broadly acknowledged for its contribution in developing original creative content. The new ‘fit for purpose’ Incubator will include: • • • • • •
a flexible 200 seat theatre (acoustically isolated); two rehearsal spaces, a creative business incubator offering office, meeting and training space for up to 15 companies; foyer gallery space; small exterior ‘exhibition showcases’ and accommodation for a resident not for profit arts organisation, Auspicious Arts Projects Inc.
Image courtesy Peddle Thorp Architects
The development will also include a food and beverage outlet, parking and landscaped leisure spaces further enhancing visitor and resident amenity and space activation. The building facade will include art in public space interventions and the street level will include a series of intimate exhibition spaces to showcase local artworks for discovery and sale to the public through a small retail outlet. The Incubator will be a creative hub that is accessible to diverse segments of the community. This new independent arts space will welcome artists, families, young adults, children and people experiencing disadvantage. The new theatre is a vital component of the Incubator. Theatre hire costs generally prohibit independent artists running seasons that extend beyond a two week period, limiting their return on investment. The new Incubator theatre will service the presentation of new works by Australian artists for extended seasons, or for hold-over performances. This will enable independent artists to broaden their exposure and maximise their investment on a risk share/ ticket share basis rather than a ‘hall for hire’ model.
Image courtesy Peddle Thorp Architects
The Strictly Ballroom Story The interconnectedness of the creative sector means that the flow on effects of investing in the performing arts at this level can be felt across the creative economy. How? The film Strictly Ballroom had its origins as an adaptation of an original short play written by Baz Luhrmann, and performed for a short season at the National Institute of Dramatic Art in 1985. At the end of 1988, Luhrmann was approached by a producer to transform his play into a movie. The movie went on to achieve international acclaim and box office success.
Benefits To be sustainable the Southbank arts district needs to support a balance of activity that complements the arts ecology. In addition to a diversity of art form expression, the district requires a balance between commercial entities, flagship companies, the independent arts sector, and individual artists. This ecology will engender relationships that foster creativity and innovation and help build a strong cultural identity of the city and its diverse communities. The presence of the Auspicious Arts Incubator will assist to build a community heart in the Southbank arts district by providing cultural experiences on an intimate scale that complement the iconic and distinctive cultural buildings along the Sturt Street axis. Visitors to the area will be offered a greater choice of cultural attractors allowing for a diversity of activation that will strengthen the experience of the Southbank arts neighbourhood as a safe, fun, and friendly place. The Incubator will respond to the challenges of social and demographic change occurring in Southbank by creating a sense of place that is attractive to residents and businesses, encouraging positive community relationships and a more integrated
social and economic fabric. The concentration of cultural activity and assets will increase local participation and engagement and provides the opportunity to develop relationships with the resident community and to foster a new audience that will be exposed to new local content. This project is a new type of community-building activity that will serve to foster a variety of independent arts organisations and serve a diverse range of performing artists. The economic and professional lives of artists will be enhanced as the Incubator creates a new skilled and stable independents arts sector that promotes the cultural identity of Melbourne through the presentation of new work. New cultural content will be supported to tour beyond Melbourne into regional and national destinations, creating a generation of cultural entrepreneurs that will provide a maturing contribution to the local and broader creative economy. The Incubator will reinforce Melbourne’s reputation as a creative innovator and of an integrated city that places culture and the presence of artists at its heart.
“Characteristics of a sustainable arts sector include a balance of scale of organisations, clear career pathways, a shared understanding of the dynamics of the sector and a healthy ecology at all levels encompassing education, community engagement, funded and commercial activities; and the capacity to produce a range of high quality and valued artistic products and services.� C Hunt and P Shaw (2008), A sustainable arts sector: What will it take? Platform Papers No. 15, Currency House
Appendix A Auspicious Arts Incubator List of Resident Companies 2008 On Invisible Wings / Michaelangelo and the Black Sea Gentleman Hubcap Productions Theatre@Risk Plan B Candy Butchers The Dog Theatre Omnific Assembly Aneke McCulloch Lucy Freeman Robert Reid 2 blue cherries Playback theatre Ignite theatre Itch productions Phunktional Town bikes This Side UP Club wild Shy tiger Our Planet Enterprises/ Round Angle Love TV Long Yard Side show Third way Easy tix The List Operators
Appendix B Policy References This creative entrepreneurship initiative is aligned with the following documents and policies: Australian Government Creative Communities: Community Partnerships Scoping Study-Australia Council 2006 Venturous Australia, building strength in innovation 2008 Victorian Government Growing Victoria Together: A Vision for Victoria to 2010 and Beyond A Fairer Victoria 2005 Creative Capacity +: Arts for All Victorians-Arts Victoria 2003 Creating Prosperity: Victoria’s Capital City Policy 1994 Melbourne 2030: Planning for Sustainable Growth 2002 Southbank Plan-Department for Planning and Community Development 2007 Design Victoria: Strengthening Victoria’s Design Strength Capability-DIIRD 2007 Innovation: Victoria’s Future-DIIRD 2008 Victorian Innovation Economy Advisory Board Charter 2003 A Strategic Framework for Melbourne’s Cultural Precincts (in partnership with the City of Melbourne) 2007 Victorians: Bright Ideas. Brilliant Future. Innovation Statement 2004 Department of Planning and Community Development: Indicators of community strength at the local government area level in Victoria 2006 City of Melbourne City Plan 2010 Arts Strategy 2004-2007 Housing the Arts 2007
Appendix C Strategic Assessment To assist decision-making, Auspicous Arts Projects Inc has conducted two strategic assessments of the Auspicious Arts Incubator project with Arts Victoria and the City of Melbourne using the Department of Treasury and Finance’s Investment Management Standard, Investment Logic Mapping process.
Growing the Independent Arts Sector Arts Incubator Investment Logic Map Drivers
Lack of business skills, networks or suitable location keeps the independent arts sector immat immature re & unable to grow (70%)
Objectives
Build sector capability to develop sustainable, efficient ffi i t businesses b i (40%)
BENEFITS
More effective use of funding investment in independent artists & companies (30%)
Changes
Enablers
Develop and implement a new sustainability and investment model for independent Arts sector Refine & implement Arts Incubator business skill development, mentoring and training programs
Improve the ability off artists to sellll their products & shows and attract audiences & markets (30%)
More robust M b t& sustainable independent arts sector (50%)
Develop & implement a marketing strategy for trade markets & building partnership with major arts organisations Develop strategy to support touring programs & repeat seasons
Poor sector profile & prominence restricts independent arts’ ability to earn income & attract commercial investment (30%)
Improve the range of support & connection between the independent sector & established arts institutions (20%)
Melbourne’s profile as the premier creative & artistically diverse city is enhanced (20%)
St Strengthen th the th presence of the independent arts sector in strategic arts precincts (10%)
Undertake audience profiling to better target independent arts audience preferences Target commercial organisations & develop public/private partnerships t hi Secure premises & planning endorsement from key stakeholders
Physical home for the Arts Incubator including performance venue in arts precinct
Key Performance Indicators Benefit 1: More effective use of funders funders’ investment in independent artists & companies KPI 1:Increase in independent artists involved in the incubator programs who operate at a profit after they have graduated from the program KPI 2: Increase in re-mounting, re-staging & re-use of productions and creative assets Benefit 2 More robust & sustainable independent arts sector KPI 1: Increase in pre-sales for incubator artists & companies KPI 2: Increase in employment at a sustainable wage from companies & artists that have been involved in the Arts incubator programs Benefit 3:Melbourne’s 3:Melbourne s profile as the premier creative & artistically diverse city is enhanced KPI 1: Increase in Arts incubator companies & artists performing internationally KPI 2: Increased length of production engagements for companies and artists supported by the Arts incubator programs
Document Control Version 2.0 Original ILM Workshop Version Date Facilitator Investor
21/08/2008 Rae Fankhauser John Paul Fischbach
Last Modified Date By Template Version
NOTE: (%) indicates relative importance of drivers, objectives or benefits to this investment
5/11/2008 Rae Fankhauser 3.0
Auspicious Arts Incubator 152 Sturt Street, Southbank VIC 3006 Auspicious Arts Projects Inc Level 1, 117 Sturt Street, Southbank VIC 3006 T 03 9690 6131 F 03 9699 4885 info@auspicious.com.au www.auspicious.com.au All images courtesy Auspicious Arts Incubator unless otherwise attributed.
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