Accelerator Program – Phase I

Beneficiary:

Grant Term:

04/2011 – 03/2012 Contact: Rachel Blackney

Interim Executive Director blackney@aurorapictureshow.org

713-868-2101 www.aurorapictureshow.org.

Photo: Orbit Films in Mandell Park, April, 2011

Insert photo 1

MISSION

Aurora Picture Show is a non-profit micro-cinema that

presents artist-made, non-commercial film and

video. We are dedicated to expanding the cinematic

experience and promoting the understanding and

appreciation of moving image art.

VISION

Aurora is committed to maintaining a vanguard

perspective and strengthening our position as a

nationally recognized "go to" organization for the latest

in moving image art.

Showing at Aurora is on the top-10 life time

achievement wish list of every film and video artist in

the U.S.

Audiences and alumni artists are passionate about, and

actively engaged in, the organization.

We are known in the local community for sponsoring

not-to-be-missed events for the intellectually curious

and the artistically adventurous.

We are known locally and nationally in the arts

community as a hot spot for learning, gathering,

distribution, and discussion of moving image art.

Artists, arts organizations and businesses look to us as

the premier partner for collaborations and

unconventional programming throughout the city

drawing audiences from all ages and walks of life.

Photo: Expanded Cinema Screening at the Houston Museum of Natural Science Burke Baker Planetarium May 14,2011

Mission and Vision

Use of Funds Towards the Creation and Board Adoption of a Multi-Year Strategic Plan

Consultant Selection

• Chose Sterling and Associates after

previously meeting with three consultant

teams

• Find a consultant that is the right size for

your needs and “gets” your organization,

where you fit in the arts landscape of

Houston

• Make sure they are working to match

your organization’s size and capacity

Planning Process

6/15/2011 Met with consultants to go over process, set timeline

and agenda for the strategic planning process

7/25/2011 Met with consultants to discuss and determine the

subjects of the five SWOT sessions and who would attend each

session

9/1/2011 - 9/28/2011 SWOT sessions on Aurora programs,

Facilities, Human Resources and Board Governance, Fundraising

and Finance, Marketing and Communications

10/20/2011 Goal setting meeting with staff and consultants to

determine the areas of most need and change the strategy from a

retreat day to three more planning sessions focusing on

programming, facilities, and fundraising based on the SWOT

session results

11/8/2011 - 11/15/2011 Programming planning session, Facilities

planning session and Fundraising planning session to set specific

goals and determine what needs to change and what needs to

stay with Aurora annual fundraising efforts

11/22/2011 Strategic Planning Committee meet to review draft list

of goals for the strategic plan that staff and consultants have

created based on SWOTS and planning session

11/30/2011 Staff meet with Sterling and Associates to review new

draft with input from committee and create final version to go

before Board

1/5/2012 Board meeting to review and vote on new strategic plan

that had been sent to them in advance. Board adopts the

strategic plan.

Goal 1: Aurora has a manageable number of program offerings that have a measurable, positive impact on the organization’s mission

Objectives:

– Strategically right-size Aurora’s program offerings to a level that is manageable by the current staff and Board *

– Establish metrics and tracking Aurora’s qualitative and quantitative impact*

– Identify target audiences and survey constituents to determine baseline awareness and collect feedback on programs

– Based on survey’s findings and the qualitative and quantitative program goals, develop a targeted marketing and public relations plan to measurably increase awareness and/or attendance

* Denotes objectives to address in the next 12 months.

Photo: Image of audience at Found Magazine performance at Saint Arnolds Brewery May, 2011

Goal 2: Facilities Aurora Picture Show has a facility that adequately supports the organization’s programmatic and administrative needs

Objectives:

– Define the criteria for an optimal facility for Aurora Picture Show. Consider location, space, and budget implications*

– Using the criteria developed in right-sizing Aurora’s programs; investigate and evaluate feasible facility solutions*

– Present recommendations to the Board of Directors*

* Denotes objectives to address in the next 12 months.

Photo: Aurora Picture Show New Facility at 2442 Bartlett

Goal 3: Human Resources and Governance The Aurora Picture Show has a Board of Directors that implements the best practices of non-profit governance

Objectives:

– Reorganize standing committees around strategic goals: marketing, finance and fundraising, governance and facilities*

– Develop and formalize board recruitment process: identification, cultivation, recruitment*

– Develop an effective method to regularly evaluate the Executive Director, create evaluation tool and present to the Board of Directors*

– Conduct an annual board self-evaluation*

– Formalize board orientation and training process*

– Increase the size of the Board to 20 members*

* Denotes objectives to address in the next 12 months.

Photo: Aurora staff at the Air Terminal Museum Screening Dec 2011

Goal 4: Fundraising and Finance Through improved fundraising and a strong financial management system, the Aurora Picture Show has a cash reserve equal to 6 months of operating revenue

Objectives:

– Develop 3-year budget projections based on organization’s strategic goals and objectives and program plan*

– Develop a targeted and strategic major donor program; identify, rate and strategically cultivate a manageable number of donors with capacity to make major gifts

– Simplify membership program to two level*

– Increase ticket price to $10 per show $15 for special event shows*

– Establish formal financial policies and controls

– Increase gala net revenue and modify expenses to achieve an expense ratio of 25%*

– Commission an independent financial review for year-end 2012*

* Denotes objectives to address in the next 12 months.

Photo: Aurora Picture Show Annual Award Dinner 2010

Keys to Success Significant Accomplishments:

– Choosing the right consultant team for your organizational needs

– Have an upbeat consultant who keeps sessions short, focused and fun

– Recognizing the problem areas when they are identified

– Right sizing the plan for your organizational needs; don’t get a plan that the organization does not have capacity to execute

– Carving out time for some Board training as part of the process

Photo: Universal Backyard Theater Project, a community cinema-raising, April, 2012

Lessons Learned What were your course corrections?

– Learned that you don’t have to follow the accepted format for strategic planning; day long retreat as culmination is not almost most effective

– The HAA Accelerator grant is extremely useful tool in that it gives you a limited timeframe and requires progress reports; which keep the staff and Board on track and staff can use it as motivation/purpose of approach

– Make sure you have a consultant that can keep a group focused on the task in sessions; and cut short any diversions

– Aurora has found a new facility based on the wish list developed during the plan and is changing facilities in June

– Aurora reduced the number of public programs we were offering; eliminating ones that were capacity draining with not much mission impact or financial results

– Aurora has already changed our membership program, approach to annual gala, working with consultants on Board committees

Photo:Aurora Picture Show Summer Filmmaking Bootcamp, July 2011

Summary of Future Plans • Aurora received a Warhol Initiative grant for a

small amount to pay for assistance from consultants for a short two month period which we will use to address some of the Governance

• Aurora Picture Show applied and worked with the Capstone (Rice MBA ) program for assistance with the marketing objectives in the strategic plan. The students did some research that assisted us with learning more demographic information about our patrons; and plans to continue to work with members of the team on creating the tracking systems with regards to marketing

• Aurora plans to apply for Phase II of the Accelerator program to assist in funding some of the program, finance and fundraising objectives that we plan to address in the next 12 months

• The process allowed the Board and staff to come together with regards to the future of Aurora; it allowed us to recognize the priority areas (facilities, finance and governance) and to already have steps in place to address these changes

Photo: E/x by Luke Savisky Sept 2010 Buffalo Bayou Partnership East End Site