FEBRUARY 2015 BUILDING THE CASE FOR INVESTMENT IN THE ARTS Research conducted by the Strategic Counsel Canadians are engaged in the arts & business is taking note

RESEARCH GOALS Understand the extent to which Canadian businesses support the arts, and value the arts Understand what Canadians think about the arts, how they engage in the arts, and who engages in the arts Understand perceptions of the Canadian public and Canadian businesses towards the role of government

BUILDING A CASE FOR THE ARTS: THE RESEARCH PROGRAM A literature review of research relating to the role and impact of arts and cultural engagement A survey of small and medium sized business administered by phone (n=239): The extent of support for the arts Reasons for support or lack of support Responses to values and attributes associated with the arts

BUILDING A CASE FOR THE ARTS: A RESEARCH PROGRAM A survey of larger businesses administered on line (n=57) (annual revenues in excess of $50 million) Reasons for support or lack of support for the arts Identification of factors that would enhance support A survey of public engagement with the arts (n=1500) Identification of the various forms of engagement Profile of those engaged Identification of values associated with the arts Identification of factors that enhance support for the arts

QUESTIONS FOR ROUNDTABLE PARTICIPANTS What aspects of this research would you like to see us further explore in 2016, with business and/or with the general public in Canada? Are there questions that we missed that you would like to see asked? Are there other stakeholders you would like to see us survey, including arts, business and the general public? (i.e. healthcare workers, teachers, etc.)

HOW ENGAGED ARE CANADIANS IN THE ARTS?

ARTS ACTIVITIES (BY AGE AND LOCATION) Listen to Music (Daily) Read a Novel (Weekly) AT HOME OUTSIDE HOME (Attended/Visited) in last year) Museum/Art Gallery56% Rock/pop/blues37% Theatre38% Artists Studio35% Opera/classical15% 58% 42%

LEVELS OF ARTS ENGAGEMENT OUTSIDE THE HOME NONELOWMEDHIGH %% TOTAL AGE HH INCOME ($1,000’s) Under $ $40-$ $80-$ $ While all age groups are engaged in the arts, income does play a role in participation

LEVELS OF ARTS ENGAGEMENT OUTSIDE THE HOME NONELOWMEDHIGH %% TOTAL EDUCATION HS or less Some College/University College Undergraduate Degree Post Graduate ETHNICITY Visible Minority Non Visible Minority Education plays the largest role.

CANADIANS ARE ENGAGED IN THE ARTS Half of Canadians are involved in some kind of art- making 50% of Canadians are engaged in making or creating art in a variety of different genre (spread equally across income and education groups) Those who report participating in some kind of art- making from crafts to social dancing, are more likely to report attending multiple arts activities

ArtsSports Both Equally Neither/ Don’t Know 34%29%23%14% WHEN ASKED WHAT TYPE OF EVENT THEY WOULD PREFER TO ATTEND, RESPONDENTS PREFERRED:

PARENTS ESPECIALLY VALUE THE ARTS FOR THEIR CHILDREN 76% of Parents report their children are engaged in an arts activity THE ARTS Music Lessons Dance Lessons Acting Lessons or Theatre Class Art Lessons Learn an Instrument Play music in a group or band Been in a play or musical Written stories or poetry Other 83% of parents believe that engaging children in the arts is important for their development None

PARENTS ESPECIALLY VALUE THE ARTS WHERE ACTIVITIES UNDERTAKEN

DO CANADIANS VALUE BUSINESS INVESTMENT IN THE ARTS?

CANADIANS SUPPORT COMPANIES WHO INVEST IN THE ARTS More than half of Canadians feel more favourably towards businesses that support arts and culture, including: 52% of all respondents 80% of those who donate to the arts 69% of those who frequently attend arts events

IMPORTANCE OF BUSINESS INVESTMENT IN THE ARTS Helping to make the arts more accessible for all is important Businesses have an important role to play in supporting the arts Many arts and cultural organizations require donations from businesses in order to function TOTAL PUBLICBUSINESS ATTEND 2+ ARTS EVENTS DONATE TO ARTSALLATTEND SUPPORT ARTS 71%81%79%49%53%70% 62%68%80%40%48%73% 72%75%82%50%52%60%

IS BUSINESS INVESTED IN THE ARTS?

BUSINESS INVESTMENT PER ARTS ORGANIZATION Average Corporate Support Per Organization* * Excluding In-Kind Average corporate support has grown to $69,000 per org. since 2008 Source: This analysis is based on data from CADAC (Canadian Arts Database/Données sur les arts au Canada) as compiled by the Research and Evaluation Section of the Canada Council for the Arts.

TYPES OF CORPORATE SUPPORT

CANADIAN BUSINESSES ARE STRONGLY COMMITTED TO SUPPORTING ARTS AND CULTURE 38% of small to mid- sized companies invest in the arts** 13% Percentage of giving directed to the arts from companies with revenues over $25M* 25% Percentage of giving directed to the arts from small to mid-sized companies** 71% of companies with revenues over $25M invest in the arts* of businesses that don’t invest in the arts have never been asked.** 57%

PUBLIC SECTOR INVESTMENT PER ARTS ORGANIZATION * Excluding In-Kind Average Public Sector Support Per Organization Source: This analysis is based on data from CADAC (Canadian Arts Database/Données sur les arts au Canada) as compiled by the Research and Evaluation Section of the Canada Council for the Arts.

DOES CANADA’S BUSINESS COMMUNITY THINK GOVERNMENT SUPPORT OF THE ARTS IS IMPORTANT?

THE IMPORTANCE OF GOVERNMENT SUPPORT? Businesses of all sizes believe government support of the arts is important. 100% - large businesses 92% - medium businesses 90% - small business 23% of large companies say they would increase support if there were government cuts to the arts. 53% would maintain current level; 23% don’t know

If know arts group receives government funding: Expectation of direction of govt. arts funding: Response to potential decline in govt. support for arts Increase likelihood of donation Have no impact Decrease likelihood of donating IncreaseStay about sameDecreaseDK Increase level of support Maintain same levelDK SMALL AND MID-SIZED BUSINESSES RESPONSE TO HYPOTHETICAL CUT BACK OF GOVERNMENT FUNDING

DO CANADIAN BUSINESSES MEASURE THEIR INVESTMENT IN THE ARTS? HOW?

MEASURING RETURN ON INVESTMENT While traditional return on investment measurements are important to business, increasingly the social return on investment is noted as an interest. While 63% of large businesses say ROI is important, 88% say that SROI is important 17% of these businesses say they measure SROI

BELIEVABILITY ABOUT THE IMPACT OF THE ARTS PUBLICBUSINESS 89%100% Assists in improving creativity Has a positive impact on health and well-being 80%88% PUBLICBUSINESS 79%84% Helps children from disadvantaged communities succeed Makes for more integrated and healthier communities 75%86% Improves children’s academic performance 80%86% Creates greater empathy and understanding 74%78%

HOW BUSINESSES MEASURE IMPACT Most businesses currently use ROI to measure the return on their investment 47% brand reputation 47% the number of employees who participate 43% press coverage/profile 40% depth of relationships built with potential clients 33% making a difference in solving community problems* (social return) 30% numbers coming to on-site activations

RATING REASONS FOR SUPPORTING THE ARTS Reasons for support, ranked by Cdn businesses: 95% “ arts education has been shown to assist in the intellectual development of children” (34% excellent reason) 88%: “ Youth engagement with the arts helps reduce youth crime and alienation 87%: “Engagement with the arts contributes to personal well-being ” 83% Reason for support: “Communities with an active arts scene are vibrant places to live and work” 74% The arts make a significant contribution to the economy of a community (17% excellent reason)

FACTORS THAT WOULD INCREASE INVESTMENT Large businesses would invest more in the arts: 50% If an arts organization was active in providing arts education programs and outreach to disadvantaged 47% If it was demonstrated that the arts can promote employee engagement 40% If it was demonstrated that engagement with the arts enhances the wellbeing of individuals and the community 37% If a direct impact on the company’s bottom- line could be shown

REASONS FOR NOT INVESTING IN THE ARTS 65% of small and 52% of medium sized businesses do not support the arts; WHY? More important areas to donate to (81%) [health, education, social services top] Never been asked 61% (small), 43% (medium) Lack of perceived business benefit 61% (small), 43% (medium) No perceived need 31% (small), 29% (medium)

KEY STRATEGIC IMPLICATIONS & FOCUS GOING FORWARD

STRATEGIC IMPLICATIONS - BUILDING THE CASE FOR INVESTMENT Towards building a case for business investment in the arts: If business is interested in supporting health, social services and education as top priorities, should we make a strong case that investing in the arts, is also investing in health, social services and education? What is the best way to do this? Should we work on providing a national SROI number for the arts like we do for economic impact of the arts? - helpful in making the case? Is it important that each arts organization be able to show their individual SROI ? should we work on providing a SROI framework to help make these calculations?

QUESTIONS FOR ROUNDTABLE PARTICIPANTS What aspects of this research would you like to see us further explore in 2016, with business and/or with the general public in Canada? What questions do you wish we had asked of the general public and/or Canadian businesses/arts that we didn’t? Who else would you be interested in having us survey? (i.e. teachers, health care workers, etc.)