Research

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 third set of results ("Wave 3").

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 3 include:

• Assess interest and engagement with arts related education opportunities
• Understand spending habits and how they’ve altered
• Identify current barriers to last minute engagement
• Understand ad hoc decision variables

Results

Watch the video of the results on YouTube.

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

Download the reports:

• Alberta Report
• Calgary Report
• Edmonton Report
• Regional Alberta Report

About the project

The AFA has partnered with the Rozsa Foundation (www.rozsafoundation.com), Calgary Arts Development(calgaryartsdevelopment.com), Calgary Foundation (calgaryfoundation.org), Edmonton Arts Council (www.edmontonarts.ca), and Edmonton Community Foundation(www.ecfoundation.org), 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.

Statistics Canada, Canada Council for the Arts and Canadian Heritage invite you to participate in a pilot study on Everyday Well-being. The data will provide insights to understand Canadians’ well-being and how activities, particularly arts and culture activities, can play a part in enhancing emotional and mental resilience. The data could potentially help develop federal programs and services to enhance Canadians’ lives.

Anyone over the age of 15 with a mobile device is encouraged to participate. Participation includes downloading the Vitali-T-Stat app on your mobile device (Android or Apple).

Survey closes March 31, 2022.

Contact information:
Monday to Friday (except holidays), 8:00 a.m. to 7:00 p.m. (Eastern Time):

• 1-877-949-9492 (TTY: 1-800-363-7629*)
• infostats@statcan.gc.ca

This research was conducted in six waves over the course of 2020 and 2021. This is a community resource that is FREE to access and results from the sixth wave of research are now available.

Findings for Alberta organizations from Wave 6 results include:

• Comfort has developed into a very predictable pattern that follows case numbers and now vaccine rates.
• Albertans will return at their own pace; participation hinges on personal comfort but also personal risk tolerance.
• There is a consensus that there will be less of a return to “normal” but rather a new way of doing things moving forward.
• Because Albertans have spent the past year and half discovering new things to do, the selection of what they can choose from now is quite vast.
• Spending habits are in flux, and at this point it is difficult to predict where Albertans will direct their money in the short term.

What are the implications for Alberta organizations?

• Even as restrictions have been removed, organizations still need to deal with comfort. As it stands, there is clear hesitancy in the audience and it will be important to communicate safety measures to make audiences comfortable when re-engaging.
• Organizations should keep in mind that public sentiment is a more useful barometer over government announcements. Gauging expectations for increased participation to occur will be based on a combination of comfort and risk tolerance.
• Organizations should expect more permanent (structural) changes to stick around – specifically related to organizational transparency, flexibility with refunds, new payment options, etc. These should be things that organizations consider keeping even if they are no longer required by the government.
• The main consideration for organizations remains flexibility – in terms of payment options, participation options, etc. This will allow for consideration on different levels as Albertans suss out how they want to direct their spending.

Download the reports:

• Alberta Report
• Calgary Report
• Edmonton Report

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 was 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

Like the rest of the world, Alberta is navigating a new reality brought by a pandemic that is changing public life and re-shaping our economy. Organizations in the arts, culture, sports, recreation, tourism and hospitality sectors, all which rely on live, group experiences, are grappling with new challenges. Organizations need to be prepared for a change in audience behaviour. The question is what that will look like, now and over the coming months.

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 with the first wave of results (based on surveys conducted between May 21 and June 2, 2020) now available.

This is a community resource that is FREE to access and results from the first wave of research are now available.

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 third wave of research are now available. 

Findings for Alberta organizations from Wave 3 results include:

• Community attitudes on comfort are becoming entrenched.
• Risk tolerance provides a richer understanding of how Albertans will approach engagement.
• Right now audiences indicate they need to hear experiences will be safe and fun.
• Capitalize on desire for shared experiences but with a focus on innovation and intimacy.
• The intersection of cohorts, shared experiences, and risk tolerance means audiences will engage, but appear to be doing so with their cohorts in mind - "will this put my friends/family at risk?". 

What are the implications for Alberta organizations?

• Comfort with conditions and other people has dampened willingness to actually engage in their usual activities. It is likely this variable is an additional barrier impacting final consideration of participating in activities.
• The benefits you offer and the messaging you broadcast must overcome that broader interpretation of risk. Whereas risk used to be overcome simply by appealing to the motivations of the individual, now we will have to assuage safety/health concerns that impact the people around the individual (i.e. safety measures are not just for you; they are for those around you.)
• Knowing who you can reach, what to offer them and what to say will be critical as organizations plan how to engage audiences in the coming months.
• Right now audiences indicate they need to hear the experiences they will have are safe and fun. This is critical for building confidence and organizations need to reinforce those dual messages of safety/comfort with enjoyment. The weight of each type of message will vary depending on how risk tolerant the audience is.
• Audiences need to hear they will be able to have the desired shared experiences but that the experience is safe (for them and their cohort). To balance those needs of social, safety, and fun, organizations will need to develop and continuously reinvent (often many times over) the types of small group offerings that deliver this.
• Opportunities exist for organizations in the experience economy to engage Albertans by balancing the notion of cohorts with shared experiences. Show them how to engage with their entire cohort or at least show the activity will not put their cohort at risk.

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

The purpose of the West Anthem Music Ecosystem Report is to initiate a conversation regarding the potential of fostering the development of music cities in Alberta and to highlight how music could be a catalyst for economic growth in Calgary, Edmonton and, ultimately, across the province. From this report comes a number of recommendations to help further the case for music cities in our province, one of them being the development of this study. 

The music sector in Calgary and Edmonton is extensive, making significant contributions to the social and economic fabric of each city, their metro regions, and the province as a whole. There is extensive funding and advocacy opportunities for music creators, and quality educational offerings and music facilities via universities, such as the music program at MacEwan University, the National Music Centre, and the Winspear Centre. In these areas, there are over 1,500 music assets, and a rich variety of music festivals catering to all genres. However, Alberta’s music ecosystem lacks the music-friendly policies and government supports found in other cities. It also faces challenges reaching audiences such as young fans who are under 18, or individuals living outside of downtown cores.

As a result, the report provides recommendations for policymakers and industry leaders in nine key areas:

• Governance and Leadership: Recommendations include implementing late-night transit programs and creating routine all-ages events and venues.
• Diversity and Equity: The industry would benefit from greater opportunities for LGBTQ2+ artists, and from working with other marginalized groups to identify their specific music needs.
• Audience Development: Festival events and dates should be more strategically coordinated, with increased engagement during, and leading up to, events.
• Music Education: Establishment of music therapy and musical scoring programming in the province, paired with the integration of Indigenous music into educational programming, would further benefit the industry.
• Artist and Music Industry Development: Artists and industry professionals require greater access to resources and professional development opportunities, such as entrepreneurship programming.
• Spaces and Places: Recommendations include utilizing empty buildings for the arts through special permitting and incentives for creating music spaces, particularly outside the downtown cores.
• Tourism and Reputation as a “Music Place”: Recommendations include but are not limited to producing a province-wide playlist, offsetting booking costs for international acts, and expanding genre promotion. 
• Night-Time Economy: After-hours venue permits and establishing a nighttime operations office and advisory board could help spur late-night music activity.
• Music Export: To be recognized internationally, Alberta must engage stakeholders internationally through hosting and attending fairs and supporting artists in getting export ready.

For the full music ecosystem report, including industry mapping, key findings, and recommendations, please visit: http://www.westanthem.com/wp-content/uploads/2020/10/West-Anthem_-Final-Report-Music-Ecosystem-Study10_28_2020v2.pdf 

West Anthem Music Ecosystem Study was produced by Sound Diplomacy and commissioned by a group of civic and provincial partners led by National Music Centre, Winspear Centre, Calgary Arts Development, Tourism Calgary, Calgary Economic Development, Edmonton Arts Council, Explore Edmonton Corporation, Government of Alberta, OCL Studios, Scotlyn Foundation, Alberta Music, Tooth Blackner Presents, and Oilers Entertainment Group. Drawing from extensive research, stakeholder feedback, and global best practices, West Anthem’s music ecosystem study provides a strategic framework to engage provincial and municipal policymakers, industry stakeholders, and audiences in both Calgary and Edmonton. 

About West Anthem

Recognizing the untapped economic benefits of the music industry in our province, and through the report, Fertile Ground, which was commissioned, funded and published by the National Music Centre and the Scotlyn Foundation in 2014, West Anthem was established to help stimulate the growth and sustainability of Alberta’s music industry. Its objectives are to develop a comprehensive understanding of the economic profile of Alberta’s music cluster, to build the business capacity of the music industry, to utilize Alberta’s music industry as a key economic driver and a vehicle for diversification, and to establish and implement a live music strategy for Alberta through venue mapping and audience profiling. For more information, please visit westanthem.com.

About Sound Diplomacy

Sound Diplomacy defined the ‘music cities model’, which uses music and culture in a deliberate and intentional way to deliver economic, social, and cultural growth in cities and places. Sound Diplomacy is a global leading team of researchers, data analysts, economists and strategic consultants, with extensive expertise in the music industry, music economics, cultural planning and placemaking. For more information, please visit sounddiplomacy.com.                                                                                                                                              

As the AFA celebrates its 30^th Anniversary and the annual Month of the Artist, we’re encouraging all Albertans to “take part in art.” A recent study by Hill Strategies Research Inc. provides insight on the positive health and mental health impacts of arts participation.

In February 2021, Hill Strategies Research Inc. released the report Canadians’ Arts Participation, Health, and Well-Being.

The report probes the relationships between 15 arts, culture, and heritage activities and four aspects of health and well-being:

• Overall health
• Mental health
• Satisfaction with life
• Satisfaction with feeling part of the community (i.e., sense of belonging)

The report shows important linkages between the arts and well-being, linkages that are particularly important within the current pandemic and eventual post-pandemic recovery.

Key Findings:

• There is a strong connection between cultural participation and health.
• There is solid evidence of a connection between cultural participation and mental health.
• There is a moderate connection between cultural participation and satisfaction with life.
• There is a limited connection between cultural participation and community belonging.

Strong Connection with Health

Arts and culture activities have a strong statistical connection with overall health. Attendees or participants in all 15 arts, culture, and heritage activities are more likely to report very good or excellent health than non-attendees or non-participants. For 14 of the 15 activities, the differences are statistically significant, including arts activities such as: active arts participation; live theatre or comedy attendance; classical and popular music attendance; cultural festival attendance; art gallery attendance; and book reading.

Solid Evidence of a Relationship with Mental Health

The analysis provides evidence of a connection between cultural activities and mental health. Attendees or participants in all 15 arts, culture, and heritage activities are more likely to report very good or excellent mental health than non-attendees or non-participants. For 12 of the 15 activities, the differences are statistically significant, including arts activities such as: live theatre or comedy attendance; classical and popular music attendance; cultural festival attendance; art gallery attendance; and book reading.

Moderate Connection with Overall Satisfaction with Life

Some of the evidence in the report shows a positive connection between cultural activities and satisfaction with life. However, the connection is not uniformly positive, depending on the measurement used for satisfaction with life.

The measurement with the strongest apparent connection with cultural participation is the satisfaction rating of 7 to 10. Attendees or participants in all 15 arts, culture, and heritage activities are more likely to rate their satisfaction with life as 7 to 10 than non-attendees or non-participants. For 13 of the 15 activities, the differences are statistically significant.

Limited Connection with Sense of Belonging

The report contains some positive evidence of a connection between cultural participation and Canadians’ sense of belonging to their communities, but the evidence differs depending on the measurement used for community belonging.

The measurement with the strongest apparent connection with cultural participation is the satisfaction rating of 7 to 10. Attendees or participants in 11 of the 15 arts, culture, and heritage activities are more likely to rate their satisfaction with feeling part of their community as 7 to 10 than non-attendees or non-participants. For four activities, the differences are statistically significant.

More information

Read the full report on Hill Strategies website.

The article "Financial impacts of the pandemic on the culture, arts, entertainment and recreation industries in 2020" was published on August 17 by Statistics Canada.

Description:

The COVID-19 pandemic abruptly disrupted many businesses that create and distribute arts and culture or offer recreational activities. This study looks at preliminary operating revenue estimates and labour-related expenses for the culture, arts, entertainment and recreation sectors in 2020.

Issue Number: 2021001

Author(s): Bernard, Marie-Christine; McMaster, Megan

Arts Impact Rural Alberta focuses on AFA support of the arts in Alberta’s communities of 25,000 people or fewer, including information on individual artists, school residencies, the AFA art collection, and arts organizations. The publication also explores the number of arts events and attendance, sector volunteerism and employment, and provides an economic profile of rural arts organizations in rural Alberta.

With all this information , the Arts Impact Rural Alberta report shares a simple message: The arts are important to rural Alberta.

Download the Arts Impact Rural Alberta report and share the ripple effect within your community.
 

In April 2021, the AFA hosted targeted stakeholder engagement sessions to gather input and feedback that could be used to inform the AFA’s 2021-22 spending plan and potential arts sector relaunch communications following the pandemic. The AFA sought input from arts organizations, individual artists, and Indigenous artists and arts workers.

The AFA heard from 91 clients and stakeholders from across Alberta during seven virtual meetings held via Zoom. By seeking stakeholder input on the arts community’s challenges, needs, and expectations, the AFA sought to make funding decisions that both fulfil our mandate and are as responsive to the current situation as possible.

To increase transparency and to help fulfill the AFA’s commitment to evidence-based planning, we have published a summary of what the AFA heard from this engagement process.

What did the AFA hear?

The AFA heard several consistent overall themes during the engagement. Stakeholders highlighted their views and concerns related to:

• funding and support for grant writing
• relaunch and recovery from the COVID-19 pandemic
• digital capacity
• communication and advocacy they would like to see from the AFA
• artistic practice supports and professional development opportunities

While we heard a variety of ideas, reflections, as well as concerns, related to these themes, there were four topics we heard repeated across all sessions and through many of these themes:

1. Uncertainty due to the pandemic: We heard about the many challenges that artists and arts organizations have had to endure during the COVID-19 pandemic. One challenge we heard that has been felt profoundly across the sector has been the uncertainty associated with the pandemic, both during the here-and-now and for the future during relaunch and recovery. This uncertainty impacts every aspect of the advice and input we received during engagement.
2. Stability of funding: While many stakeholders shared ideas for new programs that could be of value to the sector, a consistent message we heard across all sessions was the importance of maintaining current programs. Operational clients also stressed the importance of predictability and sustainability of funding levels from year-to-year. 
3. Flexibility for use of grant funding: Comments along this theme varied based on program, but we did hear a consistent desire among clients and grant recipients for fewer restrictions on eligible uses for funding. During discussions on this theme, we also heard some ideas for eligible uses of funding that the AFA already permits in many of its grant programs, such as support for professional development, research and development, costs related to cultural expenses (such as protocols and gift giving), and for child care costs. 
4. Advocacy: In all sessions, we heard many ideas about how the AFA could advocate on behalf of the arts community. We heard the importance not only of better outcomes that could be realized by the arts sector based on increased advocacy efforts, but the value artists and arts organizations see of the AFA advocating on their behalf. 

We encourage all artists, arts workers, other stakeholders and organizations that are connected to the AFA to read the full report. 

What happened next?

The AFA values the input provided during engagement sessions and has addressed some of the priorities raised in our 2021-22 spending plan. Our priorities were to maintain predictable and stable support for Alberta’s arts organizations, and to continue to provide project opportunities for individual artists.

We also considered ways to increase communication on supports available and other topics raised during the engagement sessions. We published frequently asked questions by new AFA applicants, based on feedback we heard during this engagement.

The AFA remains committed to ongoing engagement with our clients and stakeholders to ensure we are as responsive as possible to the community’s needs.

Questions? 

The AFA values input from all clients and stakeholders, and you may share your perspective or ask any additional questions by emailing afacontact@gov.ab.ca.