In 2008, The San Francisco Foundation (TSFF) and Grants for the Arts/San Francisco Hotel Tax Fund (GFTA) embarked on a four-year funding partnership to encourage systemic and sustainable structural change in the relationships of Bay Area arts organizations to their audiences, supported by the Wallace Foundation.
Leaders of The Wallace Foundation Cultural Participation Initiative (former arts and culture program officer at TSFF, John Killacky, director of GFTA, Kary Schulman, and former initiative coordinator Marcy Hinand Cady of Helicon Collaborative) set an ambitious schedule for the first year of the initiative. Year One activities (spanning December 1, 2007 – December 31, 2008) included community convenings and workshops, scholarships, development of a shared mailing list as well as SFArts.org, and the first Wallace commissions.
To help guide the planning process and to ensure that events and workshops remained relevant to the community, the Wallace Regional Partners committee (comprised of representatives from The San Francisco Foundation, Grants for the Arts/San Francisco Hotel Tax Fund, the East Bay Community Foundation, San Jose Office of Cultural Affairs, Theatre Bay Area, and Helicon Collaborative) was formed to focus on large-scale issues; the Wallace Planning Committee (comprised of executive directors and senior staff of Bay Area arts organizations that serve diverse demographics and/or have particular expertise in technology and its use by nonprofit organizations) was also formed to be involved with the planning of the program’s workshops as well as to act in an overall advisory capacity for the project activities.
Year One included:
- Dec. 7, 2007 – Wallace Excellence Awardees (WEA) convening
- March 26 and 27, 2008 – Unlocking the Puzzle: Creating a Marketing Plan
- Part of the National Arts Marketing Project (NAMP), these three free workshops were led by marketing strategists Julie Peeler and Nancy Hytone Leb over two days in Oakland, San Francisco, and San Jose. Representatives from 114 organizations of various sizes learned how to craft an effective and efficient marketing plan.
- Attendees were also eligible to apply for a $500 scholarship to a national marketing conference or workshop of their choice.
- Materials available from these workshops include: Presenter Bios, Blueprint For Building Audiences: How To Write A Marketing Plan, and Choosing and Using Tactics.
- March – May, 2008 – First round of cultural commissions are solicited from Bay Area artists and cultural leaders including Fred Setterberg, John Santos, Paul S. Flores, Keith Knight, Peggy Weil, Tiffany Shlain, Pia Moriarty, Ph.D., and Joaquin Alvarado. All commission are available on the TSFF website and will be posted throughout this blog’s life. Click here to read the original request for proposals.
- May 1, 2008 – Big List goes live with 69 (San Francisco-based) participating organizations and 659,216 raw names (approximately 63% appearing on more than one list, resulting in 339, 842 unique names). Click here to read the aggregate data from the first year’s participants (originally released August 2008).
- Sept. 16, 2008 WEA convening to test world café format
- Sept. 18, 2008 – Engaging New Audiences: 5 Ways You Can Use Technology to Reach New Patrons
- This workshop was based on the technology needs of over 400 respondents to an online survey and provided five practical tips on how to use technology to engage new audiences.
- Oct. 23, 2008 – Get Viral: Using Video and the Social Web to Reach your Community
- This workshop was held at the East Bay Community Foundation and provided participants with a way to tap into hi-tech marketing and communications tools and resources with the guidance of media experts.
- Nov. 13, 2008 – Research Now: Know Your Audiences and Empower Your Institution
- This workshop included an overview of critical demographic trends, free and low-cost research tools, and insight into how to better utilize research in developing new audiences.
- Dec. 2, 2008 – Continue the Conversation
- Community-wide convening in Oakland, see Past Event – Continue the Conversation