Round Rock Visioning Presentation

Visioning
Vi i i g
Community Forums 21‐23 February, 2011

Arts + Culture in Public Spaces Strategic Plan + Implementation Guide

What
ART Why
CULTURE Observations
Process Strategic Plan
Process – Strategic Plan
Preliminary Findings
Vision
Emerging Themes ‐ Obj ti
E i Th Objectives
Prioritize with Evaluation Criteria
Input
http://roundrocktexas.gov/cc
Must come from within ‐
Not served on a tray


WHAT IS ART AND CULTURE must come from within

Animated presentation


PURPOSE objectives of study

Comprehensive ten year strategic plan
ten-year
and implementation guide to define the
role of the City in supporting arts and
culture in public spaces
spaces.
1. Filling the arts and culture gap
2. Leveraging town center development with
public investment in the arts
3. Making Round Rock a “destination of choice”
o Retain and attract competiti e workforce
competitive orkforce
o Differentiate and create new demand
o Provide a communal environment and
promote civic pride
o Outline initiatives to encourage social
connections that result from diverse
artistic uses and educational
ti ti d d ti l
programming


UNDERSTANDING enviable report card
City of Round Rock
 Seventh best American small city in
Seventh-best
which to live
 Strong Economic Development
Program
 Convenient Access to Transportation
 Attractive Residential Communities
 Intact, Pedestrian Friendly Historic Core
 Extraordinarily Safe and Secure
 Strong Community Spirit
 Desirable Proximity to Region
 1 700 acres of P k and T il
1,700 f Parks d Trails
 Quality School System
 High Level of Municipal Services
g p


UNDERSTANDING ready for another transformation
City of Round Rock
 Seventh best American small city in
Seventh-best
which to live
 Strong Economic Development
Program
 Convenient Access to Transportation
 Attractive Residential Communities
 Intact, Pedestrian Friendly Historic Core
 Extraordinarily Safe and Secure
 Strong Community Spirit
 Desirable Proximity to Region
 1 700 acres of P k and T il
1,700 f Parks d Trails
 Quality School System
 High Level of Municipal Services
g p

 Arts and Culture

PURPOSE objectives of study

“To make a big splash in the global pond of
To
spectacle culture today, you have to have a
big rock to drop ”
drop.
Hal Foster, Art Critic

Middlesbrough, UK
Every community’s “rock” is different. Community Gardens + Artisan Cooking


OBSERVATIONS place and people

Town of Brushy became Round Rock . 1854 Begins in Old Town near the Brushy Creek Cattle
T fB h b R d R k 1854 B i i Old T th B h C k C ttl
Crossing (Thomas Oatts Post Office 1851)
History of :
Growth Big Ideas Change Quality of Place Stimulating Experience
g g Q y g p



Round Rock Moves Southeast in 1878, Williamson County Deed Records Plot – 125
R dR kM S th t i 1878 Willi C t D dR d Pl t 125 acres
Big Moves



Train Station
T i St ti Masonic Temple
Masonic Temple

Some Constants

Olson House

202‐204 East Main

Sam Bass Theatre
118 East Main



1959, Freeway construction at M N il R d i R
1959 F t ti t McNeil Road in Round R k
d Rock
Uninhibited “Progress”



When a Round Rock gas station began closing early each afternoon during the oil
g g g y g
crisis of 1973
Community – 1973 Afternoon Dominoes



1996 Dell Moves Headquarters to Round Rock – other high tech companies relocate
1996 D ll M H d t t R d R k th hi h t h i l t
Pivotal Decisions Take Form



Changes in character, scale, and density – f f
Ch i h t l d d it f from bedroom community to edge city
b d it t d it
Evolution



Nelson‐Carter House and Brushy Creek Crossing
Preservation of Historic Assets + Open Spaces



RRISD PAC

Today – Range of Environments



Strong Community, Grassroots Based Activity
St C it G t B d A ti it

Active Arts and Culture



Exceptional Community Rooted in Tradition and Propelled by Growth + Innovation
Why a study if Round Rock can accomplish anything?
Strategic Planning Process

Analyzing Data and Projecting Needs Comes Before Accommodating Change


PROCESS strategic plan - key tasks


PROCESS strategic planning steps

(objectives)


PROCESS outreach, listen, and understand

5 STARTUP BACKGROUND MEETINGS

65 STAKEHOLDER INTERVIEWS

54 REGISTERED COFFEE ATTENDEES
REGISTERED COFFEE ATTENDEES

18 UNREGISTERED COFFEE ATTENDEES
3,182
8
+7 H3 + Webb Visits
30 SITE VISITS + TOURS

3 STEERING COMMITTEE MEETINGS

3,000 BLOG HITS, TWEETING, + FACEBOOK


PROCESS research BEST PRATICES


PROCESS research PLACE


PROCESS research PEOPLE


PROCESS research DATA


PROCESS assessed DATA
Research and Analysis
Research and Analysis
 Key trends in the arts and cultural industry
 Characteristics of Arts Participants and Trends in Participation
 Round Rock Audience and Market Analysis
 MARKET CONCLUSIONS
 Cultural Inventory
o Visual Arts and Other Cultural Spaces
o Performing Arts Space
Performing Arts Space
o Educational and Participatory Program Space
o Other Attractions and Events
 INVENTORY CONCLUSIONS
RRound Rock Cultural Community
d R k C lt l C it
 CRITICAL NEEDS
 Benefits and Impacts
o Cultural Tourism – stay longer and spend more
y g p
o Sense of Place and Quality of Life – people like to live and work in creative places
o Quality of Workforce and Corporate Recruitment
o Teaching Innovation and Creativity
o Community Development
Community Development
o Artistic Activity is Decentralizing Towards Communities Like Round Rock


PRELIMINARY FINDINGS report – February 11, 2011

 Small Pockets of Activity
Small Pockets of Activity
 Large Events Large
 Programming
 Customized Experiences
= Venues
 Flexibility
Key audience segments include:
 Families
 Ethnically‐specific populations (Lat. / A‐A)
h i ll ifi
 Couples without children young and old
 Eds and meds
 VFRs and Visitors who could stay longer
y g

Gaps:
 Science, technology and media
 Ad l
Adult participatory programs
i i
 Professional children’s
programming (regional)
 Jazz (regional)
( g )
 Gathering places and spaces



Market Conclusions: Inventory Conclusions: Cultural Community Needs:
Is Round Rock of the size  “Space”
 City is a key provider
and characteristics that via Parks & Rec & – Space to create
and
suggest latent demand for
suggest latent demand for Libraryy
exhibit/perform
hibit/ f
cultural programming?  Irregular live – Opportunities to
– There is an audience performance except come out of
(education, income,
(education income for StarCo and Junior’s schools, churches
schools, churches
race) with more Grill and Icehouse and homes
diversity than most  Community, grassroots  Visibility, identity
realize activityy and support
pp
– Many are currently
 Lots of commercial  One centralized
going to Austin or
Georgetown
providers (program) resource
– What if we better
What if we better  Artists not represented
Artists not represented  Funding resources
resources
serve and cultivate here and fundraising
what’s already here  Events are key skills
– There is potential for
There is potential for  Advocacy
demand to increase
given coming changes


Facility Rating vs. Capacity
4.0
20-mile Radius
Long Center
Round Rock

3.5 RRISD PAC
qual
shows gaps
in quality
q y
lity

3.0 and
capacity of
local spaces

2.5
25
capacity
p y
0 500 1,000 1,500 2,000 2,500 3,000
# of Types of
programs in
2.0 each facility:

Greatest

1.5

Fewest

1.0


Facility Rating vs. Capacity
4.0
20-mile Radius

Round Rock

3.5
RRISD PAC
qual
shows gaps
in quality
q y
lity

3.0 and
capacity of
local spaces

2.5
25
capacity
p y
0 500 1,000 1,500 2,000 2,500 3,000
# of Types of
programs in
2.0 each facility:

Greatest

1.5

Fewest

1.0


PRELIMINARY should we begin implementation to meet all of these needs?

YES, iti
YES a criticall partt a
Audience Profiles
Audience Profiles
b c d e
Unique Use Patterns + Needs

Overall Themes or Objectives

Prioritized by Established Criteria
And Refined

Strategies to Implement: Public
Policy, Organizational Infrastructure,
In the experience economy, services are linked Programs, Events, and Facilities
together to form memorable events or places that
h f bl l h
personally engage….. Like the “I” products: Needs to Do More
1. Use Value Create Community
g y
2. Sign or Identity Value Make Each Resident or Visitor Feel
3. Experiential Value as Though They Belong


PRELIMINARY can we get from “community choirs” to acclaimed organizations?

YES, h
YES such as
There are ensembles which started with a local
reach and have grown to hold a more
national/international reputation. E h t k
ti l/i t ti l t ti Each took a
unique path through performance, commissions,
touring, and adventurous programming:
 Conspirare, Austin
p
 Young People's Chorus of New York City
 Dessoff Choirs
 Vocal Essence, Minneapolis
o Founded in1969 as an arts outreach program
of Plymouth Congregational Church
o VocalEssence has commissioned or premiered
more than 130 works to date
o VocalEssence wins 2011Joyce Award - $50 000
$50,000

Source: Distinguished Concerts International
‐presenter/producer
‐talent incubator and presenter of broadly accessible,
talent incubator and presenter of broadly accessible
world‐class musical entertainment


PRELIMINARY should we begin building a medium or large venue immediately?

NOT yett b t plan
but l
 +100K pop municipalities need a strong
program partner for 200 booked nights /
year to finance & operate
year to finance & operate
 Potential 70M facility ‐ 125K SF at $500‐
600/SF hard + soft costs  (35M – smaller)
 A institutional partner helps to amortize 2 River Theater, Red Bank, NJ
costs, i.e. RiverCenter, San Marcos etc.
 Larger places like Amarillo or Salt Lake
City have at least twenty separate
entities providing programming
entities providing programming

 Opportunity for public‐private
partnership at Higher Ed Center
 NNearer term provide low‐cost incubator
t id l ti b t
to advance organizations, while a +/‐5
year funding plan is developed
 Science museum / PAC might be a
/ g
better opportunity for corporate giving Whitaker Center for Science and the Arts (IMAX, Science,
Stage)


PRELIMINARY partnerships are key – multiple project champions

Imaginon, The Joe and Joan Martin Center, Charlotte, North Carolina

Collaboration between unlikely partners at the time…..

Charlotte-Mecklenburg Public Library and Children’s Theatre (114,000sf $25m 2004)


VISION overarching common elements

ART AND CULTURE IN ROUND ROCK
ART AND CULTURE IN ROUND ROCK
SHOULD BE CULTIVATED IN A WAY
THAT STRENGTHENS COMMUNITY
AND CREATES GREATER ATTACHMENT
AND CREATES GREATER ATTACHMENT
TO PLACE.
TO PLACE.

6 EMERGING THEMES objectives that lead to opportunities

1. Establishing Round Rock
1 E t bli hi R d R k as a place where artists and arts
l h ti t d
organizations thrive.

2. Supporting th d l
2 S ti the development of R
t f Round R k as a place f
d Rock l for
'making and doing' art.

3.
3 Positioning Round Rock as a f il destination for the
family d i i
arts AND sports.

4.
4 Celebrating the history and heritage of Round Rock
to create cultural experiences.

5.
5 Bringing higher ed and health science and
creative industries together to innovate.

6. Place making with arts and culture.



Establishing Round Rock as a place where artists and arts
organizations thrive.
Opportunities
 Centralized marketing portal
Centralized marketing portal
 Advocacy Events
 Professionalize Arts Council and
organizations
 Organize advocacy activities that build
awareness
 Communicate value and elicit support
from volunteers, donors, and
from volunteers, donors, and
community leaders
 Fulltime City director of cultural affairs
 Develop an arts + culture incubator
ArtSpace Main Street – Round Rock Arts Council
 YYour ideas?
id ?



Establishing Round Rock as a p
g place where artists and arts organizations thrive.
g

Why
 Levels of educational attainment vs. existing
supply suggest latent demand for cultural
supply suggest latent demand for cultural
programming.
 Existing arts organizations limited by lack of
services, funding and other resources.
 Encourages the development of new activity,
responding to a community desire to attract and
serve the creative class.
 A continuing evolution toward a full‐service
A continuing evolution toward a full service
community.

2.47 4.26
7.64
7 64 18.87
18 87


1 EMERGING THEMES place for arts and culture to thrive

ArtPrize, Grand Rapids, MI (other locations)

Multi-purpose arts incubator, Detroit


1 EMERGING THEMES place for arts and culture to thrive

Arlington, VA Arts Center – Incubator

Signature Theater, 1st Incubator Success

 Started in 1990 at cost of $80,000
 Adaptive re use in County owned
re-use County-owned
buildings, privately owned facilities
 Low cost space
 Grants, in form of funding, space, or
administrative and production services Signature Theater New Venue


3 EMERGING THEMES family destination for arts AND sports

Shared Use of Existing Facilities to High Tech Applications


2 EMERGING THEMES focus areas

Supporting the development of Round Rock as a place for
'making and doing' art.
Opportunities
 Hands—on programs
Hands on programs
 Non‐traditional and technology based
art forms
 Combine science, technology, and art
 Film and TV production – work with Art
il d d i k ih
Institute
 High‐tech and media rich cultural
p g
programming g
 Gaming and digital media
 Your ideas?



Supporting the development of Round Rock as a p
pp g p place for 'making and doing' art.
g g

Why
 Trends in cultural participation for 'hands‐on'
and interactive participation
and interactive participation
 38 local facilities provide hands‐on cultural
programming. 15 of those provide adult
programs (on a limited basis) while 35 of 38
provide youth programs.
 8% of American adults performed or
created at least one type of music, theater or
dance. (1st, ages 18 to 24 followed by baby‐
dance. (1 , ages 18 to 24 followed by baby
boomer/empty‐nesters ages 45 to 64)
 33% of adults take music lessons at some
point & 18% visual arts classes
CComplements Austin’s reputation as a place
l t A ti ’ t ti l
to see live & visual arts.
 Supports community connectedness –
p
"social capital."


2 EMERGING THEMES ‘making and doing’ art
Maker Faire

MAKE, create, learn, invent, CRAFT, recycle, think, play, celebrate, and be inspired by the arts



Planned E. Main St. – Three Doors Gallery and Main Street Sweets

Instructional
Studio, Kids
Gallery Wall,
Exhibit
Space, and
S d
Retail



Positioning Round Rock as a family destination for the sports +
arts.
Opportunities
 Arts in the parks events
Arts in the parks events
 “Age friendly” programs and events
 “Science Circus”
 Kid art
 Creative center for science and
technology
 Science museum and theater
 Your ideas?



Positioning Round Rock as a family destination for the arts AND sports.
g y p

Why
 Builds on existing family sports reputation
& large regional visitation of 10 million
& large regional visitation of 10 million
and growing.
Thirty percent of adults say that a specific
arts, cultural or heritage event or activity
influenced their choice of destination.
 Cultural tourists spend more ($623 vs $457)
& travel longer (5.2 nights vs 3.4 nights) than
average visitors.
average visitors.
 Texas is the second most‐visited state by
cultural tourists. (Californian #1)
 Responds to demographics which indicate
over 30% of population are under 18.
30% f l ti d 18



Arts in the Parks Family Entertainment Series (Fairfax, VA)

Visual Art in the Park



Exceptional Landscape Melding Disparate Uses: Sports + Arts



Celebrating the history and heritage of Round Rock to create
cultural experiences.
Opportunities
 Opportunity to explore the relationship
Opportunity to explore the relationship
between nature, heritage, recreation, and
the arts
 Include recent and past – from cattle
drive to silicon chip
 Recognize rich diversity
 Enhance surroundings of existing assets
 Your ideas? Chisholm Trail and Brushy Creek
Chisholm Trail and Brushy Creek

Nelson‐Carter House


Celebrating the history and heritage of Round Rock to create cultural experiences.
g y g p

Why
 Rooted ‐ 76% of community survey
respondents having lived in Round Rock
respondents having lived in Round Rock 56m
56
longer than 5 years. Historic Sites
 Builds on unique identity and offer an
authentic “brand”.
 Augments existing cultural assets such as
Settlers Park and sculptures at Chisolm
Trail.
 Attracts and serves the largest diversity of
Attracts and serves the largest diversity of
populations.
 Historic sites and heritage destinations
represent the most significant form of
cultural participation. (56M Americans
lt l ti i ti
visited historic sites over the last 12
months.)


4 EMERGING THEMES history and heritage

Riverfront Heritage Trail (Kansas City, MO)


3 EMERGING THEMES
Old Settlers Association family destination for arts AND sports

Heritage Trail on Brushy Creek: Past, Present, and Future (Parks and Rec. Plan)



Bringing higher ed and health science and creative industries
together to innovate.
Opportunities
 Art therapy
Art therapy
 STEM to STEAM
Science, Technology, Engineering, Math
Integral with Art
 Public‐private partnerships and shared
bli i hi d h d
facilities
 Northwest’s high growth potential
 Availability of large land parcels
y g p
 Your ideas?



Bringing higher ed and health science and creative industries together to innovate.
g g g g

Why
 Builds on tech‐reputation and
current developments to position
current developments to position
Round Rock as a place for
innovation.
 Attracts a unique population (eds
and meds) that represent important
components of the creative class.
 Responds to Round Rocks
entrepreneurial spirit.
entrepreneurial spirit.
 In line with national trends that
suggests that more value is being
placed on right brain creative
thinking.
thi ki


5 EMERGING THEMES higher ed + health + creative industries

Art Therapy Studio, partnership b/t non‐profit and MetroHealth Medical Center (Cleveland, OH)



The Future: Economy, Population, Public-Private Partnerships



Place making with arts and culture
culture.

Opportunities
 Informal arts presenting / producing
Informal arts presenting / producing
 Public art
 Art “everywhere” approach
encouraging integration into
everyday life
 Coalesce, expand, and connect the
network of activities
 Transform with buildings,
Transform with buildings,
infrastructure, or open spaces
 Multiple activities or clustered hubs
linked together to form memorable
events or places
t l
 Arts Incubator – new or reuse
 Your ideas?



Place making with arts and culture.
g

Why
 Responds to community desire for
informal gathering places.
informal gathering places
 Provides a vehicle to accommodate
existing and new cultural assets and
activity.
 Accommodates three leading drivers
(social offerings, openness and
beauty) for community
attachment, which maybe
attachment, which maybe
be a leading indicator for economic
growth.
source:  Gallup Study, Nov. 15 2010


6 EMERGING THEMES place making with arts and culture

Columbus, Ohio Arts and Education District



Downtown Near term Proof of Concept Opportunities
Near-term

Mays and East Main Becomes a Gateway – “Arts Station”


Place Making with Dispersed Arts and Culture


Place Making with Dispersed Arts and Culture
Activity Points

Venues

Potential Clusters - Nodes

ections

etworks
V

ntial Conne

otential Ne
y

Po
Poten


PRIORITIZE CRITERIA

_____ S
Support the economic development of our community, specifically to
h i d l f i ifi ll
drive further development in the downtown or planned growth areas.
_____ Support local artists and arts organizations in their ability to create,
perform and exhibit art.
_____ Create new opportunities for citizens of Round Rock to personally
develop and actively express themselves through the arts.

?
_____ Build Round Rock’s regional reputation and recognition within the
greater Austin area.
_____ Further establish Round Rock as a destination, drawing tourists and
visitors to spend time and money here.
_____ Help make Round Rock a full service community, contributing to a
high quality of life for local residents.
_____ Inspire residents to feel more emotionally connected to Round Rock
by encouraging social interaction & providing a sense of place.
_____ Inspire innovation & unique collaboration across community sectors.
p q y


NEXT STEPS strategies to achieve select themes

 Explore Opportunities for Each Theme

 Prioritize Evaluation Criteria
Prioritize Evaluation Criteria
 Align Themes Based on Priorities
 Refine Opportunities
 Develop Strategies to Implement
Develop Strategies to Implement
 Critical Paths – Roadmap
o Cost
o Funding Strategies


NEXT STEPS your input

Thank you
For more information or to provide input:

 Read The Arts and Culture Strategic Plan Blog:
http://roundrocktexas.gov/cc
http //ro ndrockte as go /cc

 Email us at:
ArtRocks@round-rock.tx.us

 Follow us on Twitter:
@ArtRocksRR


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