City of Mesa, Arizona

Arts & Culture Department Strategic Positioning 2012-13

VISION
Mesa will be a nationally acclaimed destination, known for its innovations and quality in arts and culture, and for a community deeply engaged and committed to cultural programs and participation.

 
MISSION
To strengthen the creative, social and economic fabric of our community and region through inspiring, relevant, fun and transformational cultural experiences.

GOALS

• Enhance and promote Mesa as a city offering extraordinary opportunities for learning, discovery and creativity
• Support the development and sustainability of a strong Creative Economy
• Increase the value the public places on arts and culture
• Strengthen the sustainability of Mesa’s arts and culture community

OBJECTIVES

• Connect the diverse segments of our community with our organizations and programs through active engagement, outreach and education
• Maintain and increase the quality of our programs, services, customer service and facilities
• Increase the numbers of patrons and donors
• Increase the visibility and awareness of our organizations and programs
• Act as a catalyst for the creation of activated public spaces and a visual strategy for Downtown Mesa

STRATEGIES
 
1.     Develop a detailed branding/awareness plan for our programs and organizations.
 
TACTIC: AMY “Image for the Future” Initiative Phase I completed; Phase II and III underway or in planning.  AMY to utilize Communications, Marketing & Social Media Plan being developed to reach target audience locally, regionally & nationally and launch in 2013.
TACTIC: Take advantage of major opportunities for cross-promotion, including ties to baseball, snowbirds, tourism, and cultural audiences at other venues, including possible new Light Rail Art Crawl for 2013, cross-promotion with CVB, MHM and others.
TACTIC: Enhance awareness of Mesa Contemporary Arts, MAC’s art museum, using free admission as an opportunity to increase visibility and interest.
TACTIC: Enhance engagement and accessibility of web sites and social media, creating aggressive program to drive traffic and participation, and build new audiences.
TACTIC: Pursue key messaging through media and presentations that position MAC within the cultural community as the premier venue in the Phoenix area for artistic presentations in the visual and performing arts
TACTIC:  Stage signature, original events and promotions, such as Tutu Tuesday, and spark! Mesa’s Festival of Creativity.
 
2.     Continue to develop/strengthen an outreach/education/program plan that extends our reach beyond our walls into the community and region
 
TACTIC: Continue and expand the Creative Aging Program through use of selected artists to work with older adult populations in downtown Mesa and East Mesa in 2012-13.
TACTIC:  Continue to develop and expand the Jazz A to Z Program for schools, and develop the Culture Connect program to help area youth explore diverse cultures through arts experiences.
TACTIC: Launch Mesa Grande Cultural Park in fall 2012 (which is on the National Register of Historic Places and is designated an Arizona 2012 Centennial Legacy project).
TACTIC: Begin planning and fundraising to create an Arts & Culture RV or Bus—an on-the-go activity center that can easily open and engage at festivals, neighborhood parties, libraries, parks, serving youth and families.

iMesa—An Arts & Culture Bus (the Van Go) will enable us to more fully service festivals recommended in iMesa for each of the six Mesa “villages”

 3.     Continually pursue programs and partnerships of high quality and diversity, seeking to identify and present new, unique and transformative experiences
 
TACTIC: Present a mix of big name performers and emerging artists, providing experiences to appeal to a wide variety of audiences.
TACTIC: Continue to develop our series of festivals, collaborating with educational institutions and Mesa businesses and entrepreneurs.
TACTIC: Make quality programming accessible through free admission at MCA, Out to Lunch Concert Series, Target 3 for Free, participation in ACF and other events.
      iMesa suggestion: Budget-friendly family activities.
TACTIC: Continue Creative Economy Fund to stimulate new partnerships and expand opportunities for Mesa citizens.
TACTIC: Present popular exhibitions at museums, including Extreme Pets and Show Me the Money at AMY, Rulers of the Prehistoric Skies at AzMNH, contemporary glass exhibits at MCA.
TACTIC:  Employ cutting edge and innovative programs and techniques, including using technology to augment and deepen audience experiences, and featuring subject expert artists-in-residence.  AMY 2.O will implement these in new ArtZone space.
 
4.     Pursue joint planning and implementation of key initiatives with community partners
 
TACTIC: Create formal partnerships with ASU for implementation of spark! Mesa’s Festival of Creativity.
TACTIC: Continue to increase collaboration with downtown partners, including planning for public spaces and the activation of those spaces, invitations to participate in public events, and expanded cross-promotions with businesses/ restaurants. Several key initiatives include ARTS + EATS restaurant program, feasibility study for possible Artspace project, and planning for downtown projects to enhance creative vitality and vibrancy in Mesa.
 
5.     Build and maintain strong public advocacy for our organizations, our work and the value of what we do
 
TACTIC: Activate web page on City of Mesa web site; create live links for tactics in progress to show forward momentum and create/communicate opportunities for involvement
TACTIC: Continue to hone shared key messaging, pursue public presentation opportunities and ensure representation at key events and activities;
TACTIC: Participate actively in industry forums and advocacy efforts, including Rob Schultz on National Arts Education Council, Randy Vogel on IAVM Committee and Mesa CVB, and Cindy Ornstein, Tom Wilson and Sunnee O’Rork in Valley Cultural Leadership group
 
6.     Develop a plan for consistently and systematically gathering data, information, intelligence
 
TACTIC: Participation in the Cultural Data Project and TRG Community Database Project, and better utilization of Audience View data, will help us better understand our audiences and resources, and better position us to reach new audiences and new opportunities for fundraising. 
TACTIC: AMY, as part of Image for the Future, has conducted a research study and is using data in planning the museum’s new branding.
TACTIC: MAC has conducted patron study and is reviewing and analyzing results.
TACTIC: Conduct additional community research to engage citizenry and develop strategies and tactics aligned with community needs and desires
TACTIC: Conduct ongoing surveys to determine patron satisfaction with programs and customer service, and to receive audience input.
TACTIC:  Begin research on potential new ticketing/donor development software that could be utilized department-wide
 
7.     Create a “culture of philanthropy”—a development and cultivation plan shared and implemented by all staff members
 
TACTIC: Work with supporting organizations to increase the number of potential donors identified and cultivated, increase cultivation activities and engage more staff in implementation; obtain and use prospect identification software/services.  AMY Friends has purchased additional copies of Donation Director; is using a development consultant & has a new development plan for 2012-13 underway.  MAC Foundation is creating development task force to explore how multiple development efforts/committees work together in creating a strategic development plan.
TACTIC: Engage staff and boards in helping to identify potential sponsors and significantly increase efforts to solicit sponsorships.
TACTIC: Conduct a Development Assessment to determine structure and resources needed to maximize contributed income.
 
8.     Continuously improve customer service in all areas, welcoming and addressing the needs of all
 
TACTIC: Increase and enhance customer service training for front-line staff
TACTIC: Partner with Mesa Association of Hispanic Citizens (MAHC) to engage the Latino community; MAHC has joined as a partner for Dia de Los Muertos.  AMY staff and Friends Board is developing list of organizations to broaden Latino visitation and collaborations.
TACTIC: Keep abreast of the latest developments in ADA, ensure compliance and reach out to organizations for the physically and mentally challenged to provide opportunities and services.  AMY TAEB planning program to collaborate with Hacienda Healthcare (medically fragile children) and others.
TACTIC:  Develop amenities at MAC, including café/food service
                                    iMesa suggestion to create café on MAC campus
 
9.     Improve communication across internal areas and organizations
 
TACTIC: Continue to increase opportunities for inter-departmental planning and dialogue at all-staff meetings; systematize regular departmental communications
TACTIC:  Re-establish regular interaction between the Museums and MAC Marketing area to identify beneficial promotional opportunities for the department 
 
10.Coordinate program and operational activities for greater efficiency and impact
 
TACTIC: Continue coordination of marketing initiatives and shared promotional vehicles—use our creativity to maximize both efficiency and impact
TACTIC: Establish ongoing processes for identifying coordinated programming opportunities and taking advantage of synergies
TACTIC: Continue successful efforts to share rental sales and rental servicing across department
TACTIC: Build on successful volunteer program, further developing numbers, diversity of skills, new roles and opportunities

 Mesa Arts & Culture Department Core Values

• High Standards & Continuous Improvement
• Innovation & Creativity
• Integrity& Respect
• Teamwork & Collaboration
• Exceptional Customer Service & Community Ownership
• Inclusivity & Accessibility

2013-14 CREATIVE ECONOMY FUND
 
MESA ARTS CENTER RENT REDUCTION PROGRAM

Application Deadline was : June 14, 2013 - 5:00 pm

As part of a larger initiative to further activate the urban center of Mesa, to increase the growing number and variety of offerings at the Mesa Arts Center in downtown Mesa, and to continue to build an environment of creativity and discovery in the downtown district, the CREATIVE ECONOMY FUND in-kind grant program is being continued for a second year.  The intent of this program is: 1) to provide support to professional and semi-professional organizations who use or wish to use the MAC venues; 2) to bring new cultural offerings to the Mesa and East Valley communities; and 3) to encourage new organizations to experience presenting or producing an event at the MAC, in order to form new partnerships and relationships among and across cultural organizations in the region.
 
The City of Mesa Department of Arts and Culture CREATIVE ECONOMY FUND will support reduced rental rates at the Mesa Arts Center for non-profit organizations presenting an arts project, event, activity, workshop or a series of any of the above. Organizations may submit only one application for the 2013-14 fiscal year.

PROJECT SUPPORT
Applicants may submit proposals requesting reduction of rent for the use of Mesa Arts Center theaters, Studios or Shadow Walk, or Mesa Contemporary Arts lecture hall or courtyard for the purpose of presenting quality arts programs for the Mesa community and region. The proposed projects must take place between September 1, 2013, and June 30, 2014.
 
Projects may include, but are not limited to, the following:

• A concert or series of concerts
• A theater, dance or spoken word production
• A collaborative or interactive community art project
• A festival
• A workshop or class(es) in the visual or performing arts
• A multidisciplinary project

ELIGIBILITY REQUIREMENTS
Applicants must be a non-profit, tax-exempt 501(c)(3) organization. While arts and culture organizations are strongly encouraged to apply, other non-profit organizations that are offering arts programming to the public are also welcome to apply. Non-profit organizations whose tax-exempt status is pending may apply one time only through a non-profit fiscal sponsor. A letter from the fiscal sponsor must accompany the application.
 
Organizations that are applying for support for the 2013-14 fiscal year through the MAC Foundation’s ACES Program (Arts and Cultural Education Sponsorship) should be aware that they are not eligible to receive support through both programs, and must disclose if they have submitted an ACES application or plan to do so. ACES is primarily designed to support presentations by educational/student organizations and or presentations by community organizations that are specifically geared to educational audiences.
 
The funded project must take place at the Mesa Arts Center before June 30, 2014.
Those applicants who have presented or will present performances, festivals or other activities at the Mesa Arts Center during the current fiscal year, July 1, 2012-June 30, 2013, must include as part of the project for which support is requested a community engagement, education or audience development activity or initiative that expands on previous efforts of these kinds. We want the support each organization receives through the Creative Economy Fund to enable growth of the organization’s audiences and value to the community.
 
Examples of activities that fulfill this requirement include workshops, audience talk-backs, lecture-demonstrations, school or community based performances or outreach activities, discount ticket offers, ticket giveaways to low-income or underserved audiences, and special promotions that reach new audiences, although this is by no means an exhaustive list. Creativity in responding to this requirement is encouraged, and a thoughtful plan will increase the likelihood of receiving support.

RESTRICTIONS
Amounts requested for rent reduction may not exceed the total amount being paid in facility rental fees.  Funding awarded to any one organization will not exceed $5,000, and for most applicants is unlikely to exceed $2,500. 
 
The amount requested can cover space rental fees only; all production, front of house, or ticketing fees that are not included as part of the rental fee will not be eligible for funding but must be included as expenses in the project budget.  Marketing services will not be provided as part of this support, but all projects taking place at Mesa Arts Center will be included as calendar listings on MAC’s web site and promoted on our digital marquees.
 
As a requirement of the application, you must discuss calendar availability and cost estimates with Mesa Arts Center’s Event Services Supervisor, Kim Forbes, 480-644-6580 or Kimberly.Forbes@mesaartscenter.com, prior to developing your budget.
 
The events held at the Mesa Arts Center through the Creative Economy Fund cannot be fundraising events or promoted as such by the presenting/producing organization, whether for your own or another organization or cause.
 

FINAL REPORT
Each applicant awarded support by the City of Mesa Department of Arts and Culture Creative Economy Fund must provide the City with a follow-up report and a financial report showing all income and expenses, and describing how the project met the stated applicant objectives and the criteria below.  The Final Report is due by July 31, 2014.

For information about the Mesa Arts Center visit mesaartscenter.com.  For facility details and rental costs/information please click “Renting” under the “About Us” tab.  Please note that the link to the Not-for-Profit Rental Fees schedule can be found in a list below the commercial rates.

REVIEW CRITERIA

1. Quality of the artistic work to be presented and/or the past artistic work of the applicant organization or its presentations.
2. Length or scope of the engagement or activity, and any indication of interest or intention to develop an ongoing relationship with the Mesa Arts Center.
3. Extent to which the project provides new or different experiences to the community, meets a community need, or provides an experience or cultural opportunity in which the community has indicated an interest/need/desire.
4. Quality and likely impact of any proposed education or outreach programs, or audience development or community engagement activities.
5. Soundness of the plan for the proposed project and the likelihood of success.  Ability of the organization to meet the stated objectives of the project, as shared by the applicant in the application.

All applicants are encouraged to include audience engagement/audience development activities as part of their project, which will be considered in rating the 4th criteria above.
 

APPLICATION PROCESS
Please fill out the application form (a fill-in-the-blanks form is available at mesaaz.gov/artsculture) and provide the required additional documents.  Return the application BY MAIL TO:                               

Creative Economy Fund
Office of the Director
Mesa Arts Center
P.O. Box 1466
Mesa, AZ  85211-1466

OR by email to:
jean.kaminski@mesaartscenter.com

APPLICATION DEADLINE, REVIEW PROCESS AND NOTIFICATION