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      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      

                    Charlotte Pelton & Associates, Inc. © 2014

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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  

    Other  (please  specify):     “Trolley  service.”     “Most  customers  want  to  know  what  else  is  going  on  downtown.”   “We  would  like  a  kiosk  at  our  place.”   Charlotte Pelton & Associates, Inc. © 2014

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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    

             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  

     

                  Charlotte Pelton & Associates, Inc. © 2014

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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.  

Charlotte Pelton & Associates, Inc. © 2014

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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  

  Charlotte Pelton & Associates, Inc. © 2014

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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.)      

Charlotte Pelton & Associates, Inc. © 2014

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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.  

Charlotte Pelton & Associates, Inc. © 2014

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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.        

Charlotte Pelton & Associates, Inc. © 2014

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Profile for WestPalmDDA

2014 West Palm Beach Arts & Entertainment District Stakeholder Study Results  

This study was designed to test specific interest in and buy-­‐in of the various marketing strategies, collaboration, economy of scale, and...

2014 West Palm Beach Arts & Entertainment District Stakeholder Study Results  

This study was designed to test specific interest in and buy-­‐in of the various marketing strategies, collaboration, economy of scale, and...