Keynote address at ZAPP conference, Atlanta Sept. 19, 2011.

1. Guess who’s coming to dinner tonight? How to Remain Relevant When Communities Change. Salvador Acevedo, President September 19th, 2011

2. Guess who’s coming to dinner tonight? ffffffffffffffffffff Changed arts marketing forever!

3. Guess who’s coming to dinner tonight? How to Remain Relevant When Communities Change? ffffffffffffffffffff

4. Our societies are changing! A FEW FACTS A “New Mainstream” is emerging, as seen in younger populations (Census 2010). ffffffffffffffffffff

5. Demographic Trends by Ethnicity ffffffffffffffffffff Source: Pew Hispanic Center, 2009.

6. Minority Majority States ffffffffffffffffffff

7. The Wave of the “Minority” Young 48% of children under 5 years old belong to an ethnic minority group (Asian, Latino, and Black) In one decade, the “majority” of Americans under 18 years old will belong to a “minority” group. 7 Source: US Census Bureau, 2008 & Pew Hispanic Center, 2009.

8. Changing (or changed) demographics Recent changes to the ethnic and cultural composition of our society will continue to alter the role and focus of arts and culture organizations. 8

9. Our societies are changing! A FEW FACTS Negative substitution of current profile audiences (Reach Advisors, 2011). ffffffffffffffffffff

10. 10

11. Art Festival Participation Percentage of US Adult Population Attending Art Museums, Parks, and Festivals: 1982-2008 ffffffffffffffffffff pp= percentage points

12. Our societies are changing! A FEW FACTS Cultural participation among Latinos and African Americans over-index that of non-Latino whites (GPCA, 2011). The economic powerof“minority” groups is growing faster than the general population (Selig Center for Economic Growth, 2009). ffffffffffffffffffff

13. Diversity is a matter of sustainability Diversity is not only the right thing to do, it is the necessary thing to do. We serve our communities… (Mission Case) ...in doing so, we secure our future (Financial Case) Bay Area Discovery Museum, 2011 ffffffffffffffffffff

14. How to Remain Relevant When Communities Change? ffffffffffffffffffff

15. The Latino community is very interested in the arts. Do you agree? Yes No

16. The multi-dimensional diverse audience Ethnic and cultural self-identification plays a crucial role in cultural participation… …but it is not the only factor at play. It is necessary to identify the sub-segments with higher potential for engagement.

17. Cultural Participation Among Minorities Much of cultural participation occurs at non-arts venues. Broader spectrum of activities. Non-traditional definitions of arts and culture. The rise of the citizen curator.

18. The social space is crucial…! VS. ffffffffffffffffffff

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20. New models for cultural participation are… out of the box! ffffffffffffffffffff 23,000 people attended a free live simulcast of an opera at San Francisco’s AT&T ballpark, an effort by the San Francisco Opera to engage younger audiences.

21. The use of the social space that facilitates interaction / collaboration ffffffffffffffffffff

22. Model for New Audience Engagement ffffffffffffffffffff Not everybody will come, but a lot of people will know about you!

23. Model for Cultural Competence Leadership Commitment by key staff and stakeholders Structural changes Resources Culturally responsive services ffffffffffffffffffff

25. Recover institutional memoryChinese New Year Dia de los Muertos

32. Eric Siegel, Director of New York Hall of Science.

33. “We don’t have enough people of color in leadership positions in the arts”

34. Vivian Phillips, Hansberry Project at ACT.29 * Source: Demographic Transformation and the Future of Museums, AAM, 2010.

35. Your Strategy Your Audience (In search of) Multicultural Engagement – The Intercultural Model 30

37. Intercultural strategy.31

39. Thank you! 415. 404 6982 hello@contemporanea.us 440-B Ninth Street San Francisco, CA 94103 contemporanea.us 34 24