A System to Measure, Communicate

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A System to Measure, Communicate Sustain and
Enhance HAL Value(s) Progress Report Doo Syen
Kang Lori Langone Ed Mahoney Dan Stynes
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Why is CEDOT Necessary?
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Matter of Relationshipsby Ben Cameron All of
us who work in the professional not-for-profit
arts arena probably wish that we didn't have to
make the case for the arts. Unfortunately, that's
not the way life is, at least these days. The
not for profit sector by definition relies on
charitable support on average .47 of every 1
in a theatre budget came from a contribution last
year, not from the box office. And in a world
where the clamor for charitable contributions has
increased--where the competition is now the fire
department, the school system, the AIDS clinic
and more--we must be articulate about why
supporting the arts is important--articulate, as
often as not, to people who are not necessarily
arts patrons or arts afficiandos.
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Douglas McLennan, ArtsJournal.com
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Douglas McLennan, ArtsJournal.com
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Creating Value Russell Willis Taylor The
economic arguments alone simply do not hold up.
If they are a useful starting point for
conversation, by all means we should use them.
But they should never be the reason that we give
for doing the work that we do. In addition,
being prepared to discuss why the arts improve
the quality of lives, why they create societal
value, should not be a matter of whining or
banging the drum. It should be part of the
lexicon of every arts leader who wants to have a
place at the civic table
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Art for Arts Sake Alone and Strictly Economic
Arguments are not Sufficient to Make the Case
for Sustainable Enhancement In Arts, Heritage,
Culture
Art as an Engine For Economic Development
Art for Art Sake Only
A Diversity of Other Important Private Public
Values
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Starting Point Evolution of CEDOT
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Arts, Heritage and Cultural Stakeholder
Involvement
Over the last year, there have been 59 CEDOT
planning meetings  between MSU and HAL staff and
18 CEDOT public planning meetings convened by
MSU/CARRS and HAL staff to engage representatives
of Michigan's cultural sector, involving more
than 150 participants CEDOT presentations have
been made at 2 statewide conferences and at a
national online e-conference involving state arts
agencies representing 39 states.  
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Arts, Heritage and Cultural Stakeholder
Involvement
Participating organizations included ArtServe
Michigan, Michigan Library Association, Michigan
Association of Community Arts Agencies, Michigan
Museums Association, Michigan Festivals and
Events Association, The Henry Ford, Arts League
of Michigan, Wayne State University Center for
Art and Public Policy, Michigan Department of
Education, State Historic Preservation Office,
Michigan Historic Preservation Network, Michigan
Council for Arts and Cultural Affairs, Lawrence
Technological University, Michigan Humanities
Council, National Assembly of State Arts
Agencies, National Endowment for the Arts,
National Conference of State Legislators and more.
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1.We need to enhance our capacity to assess
feasibility and ROI of HAL facilities, programs
and events. 2. We lack scientific assessments of
the different values of HAL facilities,
programs and events.
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3. We need to be able to simulate the
additional value(s) of HAL facility and
program enhancements and marketing 4. We need
to recognize that HAL produces a variety of
different values that are more or less
important to different stakeholders we must
have the capacity to measure economic impacts
and verify other value(s)!
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5. We must develop a positive, realistic and
functional description of the value(s) of
HAL! 6. We must engage and involve the HAL
community they must be partners in the
development and use of the system! 7. It is
important that the results enhance HAL
entrepreneurship and community based
leadership!
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CEDOT
Stakeholder Market Size Characteristics
Consistent
Scientific
Practical
Accessible
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• CEDOT Requirements
• RECOGNIZES AND EMBRACES HAL
• DIVERSITY
• Size and sophistication of organizations
• Venues arts, events, heritage
• Different value(s)
• 2. PRODUCES VALID AND RELIABLE INFORMATION NOT
  FLUFF OR
• POLITICALLY EXPEDIENT FABRICATIONS.

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• 3. TIMELY AND RESPONSIVE
• PRODUCES UP-TO-DATE INFORMATION ON A CONTINUING
  BASIS WITHOUT LONG DELAYS
• 4. PRODUCES BOTH MACRO AND MICRO
• RELEVANT AND USEFUL INFORMATION

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• 5. It can ADJUST and EVOLVE
• HAL NEEDS
• ISSUES
• 6. IT PROVIDES ACTIONABLE INFORMATION
• EDUCATION
• MARKETINGS
• INVESTMENTS

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Great Lakes Arts, Culture Heritage
Participation Survey
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Overview of Flow
Art and Cultural Activities
Specific Areas
Arts
Art Consumption
Art Participation
Professional Artists
Prof. Artists
Art Education
Last Tourism Trip
Attendance
Art, Heritage Culture Tourism
Art Education
Library Usage
Tourism
Libraries
Historic Sites
Membership, Volunteering and Donation
Heritage
Cultural Tourism
Cultural trip
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Some Preliminary Results
Note 7,000 Surveys were conducted between 11/17
11-21 Preliminary results will be added to the
presentation
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Panel Registration Socio-economics HAL
Behaviors Segments
Trip Profiles Destinations Routes Informa
tion Spending Satisfaction
Special Issues Public Support Barriers

Market Tests Experiments Public
Support Barriers
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HAL VALUES
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Visitor Spending
in Museum, Restaurant, Hotel
Other Suppliers
Wholesale
Manufacturer
Employees
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Economic Impact
USE SPENDING MULTIPLIER

• Spending categories
• In Museum
• Lodging
• Restaurant
• Groceries
• Gas oil
• Amusements

• Sector Specific ratios/multipliers
• Capture rate
• Direct ratios
• Multipliers

• Visitor Segments
• Locals
• Day trips
• Overnight
• Motel
• VFR
• Camp, etc.

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