Visual arts & new media

Before any AFA artwork is sent out for an exhibition or loan, it is thoroughly assessed to make sure it is in good condition—and that includes ensuring the artwork is clean.

So what does it take to get an artwork in show-worthy shape? A little elbow grease, distilled water and a vacuum!

Art Collections Manager Erin McDonald shows us how to go about cleaning an artwork—in this case, it’s Arlene Stamp’s Nova, which is going to the Glenbow for an upcoming exhibition. Nova is comprised of vinyl tile (the kind you’d find on kitchen floors), and the medium determines what cleaning technique will be best.

First, Erin removes any surface dust using a hand-held, manual air blower to lift the dust from the surface, followed by a light vacuuming.

The next step is to apply a cleaning agent. The least invasive cleaning agent is always the first choice; in this case, it's starting with distilled water. Very carefully, Erin applies the cleaner to the surface of the artwork and wipes it using a fine, microfiber cloth.   

Erin will not use a spray bottle to apply the water, as she doesn’t want to oversaturate the artwork and have water seep into the wood support of the artwork.

Erin will repeat this process, square by square, until finished—which will take approximately eight hours.

See more of Arlene Stamp’s artwork in the AFA collection.

The Alberta Foundation for the Arts is pleased to be a funding partner in this collaboration with Stone-Olafson and other community leaders to develop a long-term research investigation and evaluate how current conditions will reshape Albertans’ attitudes and behaviours towards social and group activities, across a variety of sectors. The purpose of this work is to give leaders of community sports, recreation, arts and culture, professional sports, active living, heritage, tourism or hospitality sectors relevant facts about local audiences that they will need to bring life back to our communities.

The initiative is being funded by: 

• ActiveCITY Collective
• Alberta Foundation for the Arts 
• Angus Reid
• ATB
• Calgary Arts Development 
• Calgary Foundation
• Edmonton Arts Council
• Edmonton Community Foundation
• Rozsa Foundation
• Stone-Olafson
• Travel Alberta

​This research is being conducted in six waves over the course of the next year. This is a community resource that is FREE to access and results from the second wave of research are now available. The second wave of research builds on the baseline established in May and June by delving into attitudes on comfort, spending, the impact of media, and audience expectations.

Findings and implications for Alberta organizations through Wave 2 results include:

• Support for the pace of re-opening grows but there are still lingering pockets of disagreement.
• Comfort levels are creating a new baseline of engagement.
• Increasing gaps are appearing between audience segments on the pandemic.
• As restrictions lift, Albertans are pulled by their social motivations and perceptions of safety outdoors.
• Engagement is (potentially) perishable.
• Staying connected will mean the development of innovative and hybrid experiences.
• In a crowded media space, audiences are still listening.
• Spending is obviously being impacted

The report makes the following recommendations for organizations:

• Comfort levels are not rebounding just because restrictions are lifting. Organizations need to temper expectations about reconnecting with audiences. You will not be reengaging them in the same you used to. It will take time and it will look different. Plan on it and prepare.
• Getting audiences comfortable enough to attend is vital. Some of this will rebound over time, and some will be addressed by government, but there are opportunities to build confidence in what you are doing to safeguard their health. Show the steps you are taking and the tools being employed to protect audiences. Building confidence with what you are doing will help increase comfort and, in turn, consideration.
• Audiences and markets are changing. There are new barriers to address and consider. Organizations will need to understand shifting mindsets of different target audiences in order to engage effectively. This could be a deep opportunity to engage for many organizations who can capitalize on their motivations and expectations.
• Find your voice. Audiences are listening closely for news around the pandemic and are eager for updates, information or promotions. They want to know when experiences will be available again and are receptive to traditional marketing messages again. In fact, they expect it.
• Adapting means developing new product and experiences to consume. Staying put or offering what you used to won’t necessarily work. Organizations that can move into hybrid offers (not simply digital alone or in-person alone) that still leverage intrinsic motivations will be well positioned to protect their revenue from competition.

Download the reports:

• Alberta Report
• Calgary Report
• Edmonton Report

You can subscribe to receive notifications when the new reports are available by visiting stone-olafson.com. 

This research is being conducted in six waves over the course of the next year. This is a community resource that is FREE to access and results from the fourth wave of research are now available. 

Findings for Alberta organizations from Wave 4 results include:

• Public perceptions reflect the low point of the pandemic at this time.
• Albertans are adapting to and following the rules.
• Change in habits during the pandemic appears to be additive, not alternative
• Contexts frame marketing in this environment - messages will need to be shifted, media strategies evaluated, and some types of voices changed.
• Engagement is on hold.
• Travel within the province is an option. 

What are the implications for Alberta organizations?

• When conditions permit, recognize you will be reconnecting with a weary population who are more anxious than before. Messages and offers will need to adjust to reflect this reality.
• As Albertans accept and get used to the restrictions, they expect others to follow them too. A large percentage of those surveyed indicate others not following protocols will dissuade them from attending events/participating in activities. The same applies for not seeing sufficient safeguards in place.
• As restrictions start to lift, Albertans are likely to start figuring out how to balance a new set of activities they enjoy with their usual activities they want to get back to. And for organizations, that means breaking through a larger competitive set to capture the attention of their audiences. For those that offer registered or directed experiences this may be an even bigger challenge now that people are also adding in more self-directed experiences.
• Organizations are likely going to need a multi-layered media strategy that can reach influencers who can help propel the message. To be clear, an influencer strategy doesn’t mean a pure social media strategy. It means a strategy of messages and media that are repeatable to others.
• Organizations have to be prepared to re-engage in stages. When current restrictions lift there will be some appetite to explore and potential opportunities to meet them online or outdoors. In a post-pandemic environment, audiences are very likely to get active again.
• Focusing on broad messages that reflect a drive to escape everyday stresses and deliver on social motivations will work well to help motivate intra-provincial travel. Reinforcing these main messages with reassurances about flexibility in booking and safety will also be helpful to finalize a decision.

Download the reports:

• Alberta Report
• Calgary Report 
• Edmonton Report

You can subscribe to receive notifications when the new reports are available by visiting stone-olafson.com. 

About the project

The Alberta Foundation for the Arts is pleased to be a funding partner in this collaboration with Stone-Olafson and other community leaders to develop a long-term research investigation and evaluate how current conditions will reshape Albertans’ attitudes and behaviours towards social and group activities, across a variety of sectors. The purpose of this work is to give leaders of community sports, recreation, arts and culture, professional sports, active living, heritage, tourism or hospitality sectors relevant facts about local audiences that they will need to bring life back to our communities.

The initiative is being funded by: 

• ActiveCITY Collective
• Alberta Foundation for the Arts 
• Angus Reid
• ATB
• Calgary Arts Development 
• Calgary Foundation
• Edmonton Arts Council
• Edmonton Community Foundation
• Rozsa Foundation
• Stone-Olafson
• Travel Alberta

Congratulations to Gail Lint, Art Collections Consultant – Exhibitions, who has retired from the Alberta Public Service after 43 years of working for the Arts Branch/Alberta Foundation for the Arts (AFA).

Gail has contributed greatly to the AFA throughout its existence. She diligently fostered the enjoyment and appreciation of Alberta visual artists through developing an extensive network of connections with artists, curators and others in the visual arts community, curating successful exhibitions such as Narrative Quest, mentoring curators through the AFA’s Emerging Curator Fellowship program, researching and advising on curatorial purchases to fill gaps in the AFA Art Collection, as well as managing the highly successful Travelling Art Exhibition (TREX) program in partnership with four art organizations/galleries. You can learn more about Gail as she features prominently in the 50th Anniversary of the AFA Art Collection video series available on YouTube.

The AFA is supporting a two-year research project conducted by Stone-Olafson on current engagement of arts audiences in Alberta. We are pleased to share the second set of results ("Wave 2").

This work was developed for the arts sector exclusively and is designed to provide specific, relevant, and reliable facts to support the leaders in the arts sector as they seek to understand their audiences and grow attendance.

Key topic areas for Wave 2 include:

• Exploring arts audiences' engagement and general perceptions
• Understanding audiences’ preferences for content, programming, and ticket purchasing
• Understanding opportunities for increasing support and engagement through fund development

Results

Watch the team from Stone-Olafson report on the findings from the first wave of research in the Spotlight on Arts Audiences project

Download the reports:

• Alberta
• Calgary Report
• Edmonton Report
• Regional Alberta

About the project

The AFA has partnered with the Rozsa Foundation, Calgary Arts Development, Calgary Foundation, Edmonton Arts Council, and Edmonton Community Foundation, to support the Spotlight on Arts Audiences research project. The work will survey arts-inclined audiences in Calgary, Edmonton, and across the province to provide data that is useful and timely for arts leaders and organizations three times per year over the next two years.