Unlocking the creative and cultural economy within your municipality Tara Callinan, SGS Economics and Planning

Unlocking the creative and cultural economy in your municipality What I will cover: What is a ‘creative and cultural economy’? The value of the Victorian creative and cultural economy Current policy context Levels of access to creative and cultural industry activity Issues and opportunities for outer Metropolitan Melbourne and Regional Victoria 2

What is the creative and cultural economy? 3 Source: Creative Victoria The creative and cultural economy includes activities that are commercially- driven and community based, experimental and export-intense.

Value of the creative and cultural economy 4 Source: Creative Victoria In 2013 the industry: Contributed $22.7 billion to the Victorian economy Employed 222,000 people Had 70,000 volunteers contributing $220 million to the Victorian economy Generated $1.48 billion in exports Accounted for 8% of the economy in GVA terms, and is growing more quickly than the broader economy. Cultural tourism along contributed $1 billion to the Victorian economy. Victoria was home to 29% of all Australian and creative and cultural economy employees.

Value of the creative and cultural economy 5 Source: Creative Victoria

Value of the creative and cultural economy 6 Source: Creative Victoria

Current policy context Creative State was launched in April 2016 by the Minister for the Creative Industries, Martin Foley. The five major areas of focus within Creative State are: Backing creative talent ($6.35 million over four years) Strengthening the creative industries ecosystem ($57.35 million over four years) Delivering wider economic and social impact ($14.05 million over four years) Increasing participation and access ($32.15 million over four years) Building international engagement ($5.05 million over four years) (Creative Victoria, 2016, page 1). 7

Current policy context The principle of universal access underpins the strategy and the government’s aspirations for Victoria’s creative and cultural life. “All Victorians have the right to a creative and culturally fulfilling life and the opportunity to reap the benefits of participating in a vibrant culture, of living in a vibrant area and enjoying a wide array of inspiring experiences. Regardless of cultural background, age, gender or ability, regardless of where they live or what they earn, all Victorians are entitled to see themselves reflected in our cultural life – on our screens and stages, in our music, literature and art. All Victorians should have opportunities to shape our creative identity and creative industries, be it as artists, technicians, administrators, board members and industry leaders or as audiences and active community participants”. – Creative State,

Current policy context The rollout of the government’s 2015 $20 million regional arts package is set to build the capacity of regional galleries and performing arts centres, stimulate more, and more ambitious, regional touring and increase and diversify community participation. New actions under Creative State, including investment $32.15 million over four years, will be aimed at improving access to, and participation in, cultural activities, increase availability of cultural experiences across the state, and promote accessibility and diversity in employment and the production and consumption of arts and culture. Importantly, the Victorian government wishes to strengthen partnerships with local government to deliver significant economic, social and cultural outcomes for all Victorians. 9

Current policy context Initiatives include: Place-based actions in partnership with suburban and regional councils to establish spaces for creative enterprises and collaboration, and stronger cultural engagement with communities. Specific actions in regional centres, including Bendigo, Ballarat, Latrobe Valley and Shepparton to enhance creative experiences and infrastructure. Actions to achieve greater diversity in employment, programming and participation in the creative industries. 10

Levels of access to creative industry activity - Victoria 11

Levels of access to creative industry activity- Barwon South West Region 12

Levels of access to creative industry activity - Gippsland Region 13

Levels of access to creative industry activity - Grampians Region 14

Levels of access to creative industry activity - Hume Region 15

Levels of access to creative industry activity - Loddon Mallee Region 16

Levels of access to creative industry activity - Melbourne Metropolitan Region 17

There are typically three sets of issues in explaining these variations across Regional Victoria and outer metropolitan Melbourne: 1. Access and engagement Disconnected venues High expectations of programming Perceptions of local art Community perceptions of arts and cultural venues Effects of the digital age Disconnected diverse voices Access by public transport Access to the arts during childhood Limited opening hours Lack of community support for smaller institutions 2. Skills and business development 3. Funding 4. Local advocacy and leadership 18 Issues

There are also a number of opportunities to increase the Victorian community’s access to art and cultural activity in Regional Victoria and outer metropolitan Melbourne, namely: 1. Regional collaboration 2. Short term leases for emerging artists 3. Promoting the accessibility of outer metropolitan Melbourne 4. Selling the “good news” stories 5. Harnessing the power of social media 19 Opportunities

Other opportunities: 1. Promoting the power of art to create social change and cohesion 2. Engaging with all members of the community in a way that can be understood by all cultural groups 3. Engaging the community through volunteers, including young people and other groups that are less engaged with. 4. Investment in professional development of staff and volunteers within arts and cultural institutions 5. Fostering local leadership, skills development and networking, and 6. Advocating and showcasing local creative production. 20 Opportunities

Do you have any questions on the presentation? Further information: Phone: Questions and discussion