Arts & Culture Survival Guide: Perspectives from Ben Cameron

aricopa County’s arts andcultural organizations

aren’t alone as they strugglewith financial instability, erodingcorporate support, and a shiftingaudience.

That’s the good news.And that’s the bad news.

This metro area is so new, so far-flung, so full ofpeople with roots elsewhere that its culturalchallenges often seem unique. But we’re not atroubled island, it turns out. The basic issues arethe same at the national level, said Ben Cameron,program director for the arts at Doris DukeCharitable Foundation in New York. He came toPhoenix in March 2013 as the inaugural ThoughtLeader in Residence for Virginia G. PiperCharitable Trust.

Across the country, funding is plummeting,corporations have abandoned the field,technology is transforming the landscape, andaudience behavior is a puzzle. “So don’t you feelbetter?” Cameron jokingly asked the packedaudience at a forum in Phoenix, The Role of Arts &Culture in a Healthy Urban Environment.

If it’s reassuring to have company, it’s unsettlingto realize that we’re confronting a systemicproblem. The challenges aren’t confined to ourgeographic corner. They aren’t part of an economicdownturn, to be solved when growth picks up.

The cultural institutions oftoday were built to thrive underthe very conditions of post-WorldWar II America, including the GIbill, rising affluence, and ascarcity of access to professionalartists. “Those conditions no

longer exist today,” Cameron said. To understand what we face, Cameron looks

at parallels with the religious Reformation of the16th century. New technology—the printingpress—let average people own Bibles and drawtheir own conclusions about the text. Suddenlythere was an easy way to communicate with largenumbers of people. The Reformation obliteratedthe old business model, Cameron said, making it“a great time to be a land buyer and a rotten timeto be a monastery.”

The Reformation asked: Why do I need a priestto intercede for me? That’s echoed today as moreand more people ask: Why do I need theintervention of a professional artist to have acreative experience? While arts attendance isshrinking “at an alarming rate” in every field,Cameron said, arts participation is skyrocketing.

The old system that drew a bright line betweenprofessionals and amateurs is collapsing, asaverage folks are writing poetry, painting,composing and singing their own songs, makingtheir own movies … Cameron sees a spectrum

Virginia G. Piper Charitable Trust’s Thought Leader in Residence is a new program that bringsinternationally recognized thought leaders to the community. Through creative formats and dialogue, PiperTrust Thought Leaders share expertise on significant issues and spur idea generation to ultimately strengthenquality of life in Maricopa County. Ben Cameron, Program Director for the Arts at Doris Duke CharitableFoundation, is Piper Trust’s inaugural Thought Leader in Residence. Following is a summary of messagesfrom his residency titled, The State of the ARTS—Ben Cameron on Why Arts and Culture Matter forCommunities (March 2013).

“The arts, whatever they do, whenever they call us together,

invite us to look at our fellow humanbeing with generosity and curiosity.”

–Ben Cameron

BY KATHLEEN INGLEY

M

that includes the pro-ams, the avocational artistswho do work at a professional level, with theircreations showing up on YouTube, at film festivals,in dance competitions, and more.

Then there are the hybrid artists, who areprofessionally trained but working outsidetraditional settings, such as schools andneighborhood centers.

In this new landscape, Cameron says culturalorganizations need to ask themselves some hardquestions about their mission. Those include:What if our role is no longer to mountperformances or exhibits but is instead culturalorchestration? What if our value isn’t just toprovide experiences to be consumed but toprovide experiences as springboards to our owncreativity? What are our core values? What realdifference do we make in the community?

During his time as Thought Leader inResidence, Cameron suggested new possibilities forthe local arts and cultural community to consider.He offered the strategies—some of them alreadyunder way here—as starting points for what is likelyto be an endless series of adaptations.

Take art to the people.Some groups are reaching out to the public in newways, tapping into their concerns, and giving themnew ways to participate. Shakespeare Festival St.Louis, for instance, has deliberately jettisoned thetraditional model of stage productions andpresents the Bard “in the schools, in the streets,and in the park.” Events like Shake38, an Aprilmarathon of all Shakespeare’s plays, let thousandsof local residents create theater in their ownneighborhoods.

The out-of-the-box ideas include “A BlindShake,” where people simply show up and read a play. The group launched an anti-bullyingcrusade with plays on the issue.

Become embedded in the community.No one would accuse the Trey McIntyre Project offlying under the radar in Boise. The dancecompany’s mission includes engaging andeducating the community. One way is throughSpUrbans, or Spontaneous Urban Performances:Dancers suddenly show up to do a briefperformance at a market or a college campus,sporting T-shirts with the company’s name andhanding out promotional materials.

Besides the more traditional connections withschools, the group also works with hospitals. Itmakes a point of forging face-to-face relationshipswith elected officials, youth, donors, patrons, andsponsors. A local bar has drinks named after eachdancer. The Trey McIntyre Project got the city tocreate a new role of Economic DevelopmentCultural Ambassador, which it has filled twice,traveling with business leaders to promote Boise.

Rethink time and place.Technology has given people unprecedentedfreedom in how, when, and where they entertainthemselves. They’re looking for the same flexibilitywith arts experiences.

Museums are well positioned, Cameron said,because visitors can already plot their ownjourney and decide how long to spend at eachexhibit. Now there are opportunities to make theexperience more interactive and to considerunconventional hours.

The challenge is tougher for the performingarts, where narratives are fixed and works have a particular length. But there’s room forexperimentation. Why not look at different venues,rethink the length of a concert or try mash-ups with different formats?

Today’s shortened attention spans have to betaken into account. But people are still eager forepic experiences, in Cameron’s view. You’ve justgot to earn their time.

Find new ways of getting support from businesses. The old-style corporate funding, fueled by acommitment to be a good community citizen, is in free fall, Cameron said. These days, groupshoping for support need to figure out how they fit

2 | Virginia G. Piper Charitable Trust/Thought Leader in Residence 2013

into a corporation’s strategicplan and appeal to itsenlightened self-interest.

When Cameron directedcorporate giving at Target, the retailer knew its corecustomers—college-educatedworking women with twochildren—and made itscontributions accordingly.

Look beyond cash, Cameronadvised. Z Space in SanFrancisco, which calls itself a

“hub” for artists and audiences, turned tobusinesses not for donations but for practical helpin getting skills in marketing and accounting. Thatcan be a persuasive sell to smart executives, whorecognize that helping artists can reenergize theirown staff.

Tell your story more effectively.Talking up the “arts,” with its image of formality,may not resonate with everyone in this informal,diverse world. But frame the issue more concretely,and people start connecting: Do you believe in liveperformances? Should children have theexperience of playing musical instruments?Should people see different forms of creativeexpression?

Make people feel welcome.The hospitality industry, which relies on creatingplaces and experiences that draw customers backagain and again, has lessons for the arts.Everyone, from the director to the ticket taker,needs to be committed to making the visitor feelwelcome, Cameron said. He pointed in particularto New York restaurateur Danny Meyer, who hasbuilt a dining and consulting empire on aphilosophy that he calls “the Virtuous Cycle ofEnlightened Hospitality.” Meyer starts, interestingly,with fostering warm relations among staff.

Work together. When times are tight, groupsnaturally get turf conscious, worried about losingtheir share of the audience pie. But this isn’t a zero-sum game. Organizations are starting to findcreative ways to build demand for the arts.

At the Fall for Dance Festival in New York, for instance, several companies dance at everyperformance. For $15, you get a sampling thatcould include tap or hula or ballet or flamenco.Before and after the show, plus at intermission, thetheater’s atrium is transformed into “Lounge FFD,”where the audience, artists, and general publiccan mingle, dine, drink, and dance.

Find new ways of raising money.Individuals are the growth area for funding, andthe Internet and social media are opening newways to reach them.

The Kickstarter website, created in April 2009,has raised pledges of more than a half billiondollars to fund creative projects. That’s more thanthree times the annual budget of the NationalEndowment for the Arts.

More places are holding a Day of Giving,when there’s a concentrated effort to raise moneyfor nonprofits. (This state had its first Arizona GivesDay on March 20, 2013.)

Another innovative approach is Feast, a“crowd-sourced micro-funding event” in Boise.Guests pay for dinner and the chance to hear 10artists make brief pitches for their projects. Thewinner, chosen by audience vote, gets all themoney raised that evening. But every artist getsexposure and a list of potential customers.

Get out the economic message.There’s a compelling dollars-and-cents case for thearts that legislators, business leaders, and thepublic need to understand. They need to see thatthe direct and ripple effects go far beyond theactual artists and performers. A theater, forinstance, buys fabric, paint, and printing fromlocal stores. Surrounding bars and restaurants getextra customers. One theater in Vermont gave ahint of the impact by putting up pictures of thejanitor, box office staff, and seamstress alongsidethe usual photos of actors and actresses.

The national Cultural Data Project has createda systematic way to document how arts andculture boost the economy and to track the dataover time. Arizona has just done its first report,which shows an annual economic impact of $581million from arts and cultural organizations andtheir audiences. (The report also spotlightsArizona’s rank as dead last in per capita stateappropriations for arts and cultural, with zeromoney from the state General Fund.)

Arts and culture must also become part of thediscussion about educating tomorrow’s workers. It shouldn’t be a secret that the arts can strengthen

3 | Virginia G. Piper Charitable Trust/Thought Leader in Residence 2013

Bottom (right to left):

Ben Cameron, Kimber Lanning

(Local First Arizona), Matt

Lehrman (Audience Avenue),

Tim Sprague (Habitat Metro),

Greg Esser (Roosevelt Row) at the

public forum “The Role of Arts &

Culture in a Healthy Urban

Environment.” Top photos: Ben

Cameron talks with business and

legislative leaders about local

and national arts and culture

issues and trends.

Photos by Suzanne Starr.

children’s academic performance and build theirskills in communicating and creating.

Publicize your own economics. Few people understand that the cost of a ticketonly begins to cover the cost of a performance oran exhibit. One director dramatized the pointduring a pre-show curtain talk by suddenlydimming the lights to less than half their fullpower—that’s how much light your ticket pays for,he pointed out.

It might seem dated in a digital age, but thetraditional fundraising “thermometer” is aneffective way to communicate financial needs and progress, Cameron said.

Respond to changing demographics. Staff andboards need to reflect the diversity of thecommunity. Arts and cultural groups can becomea public square for exploring and celebratingdiversity. Theaters can be a forum for sharingideas and opinions.

Ben CameronVirginia G. PiperCharitable Trust ThoughtLeader in ResidenceMarch 2013

Ben Cameron is theProgram Director for the

Arts at Doris Duke Charitable Foundation inNew York where he supervises not only anongoing $13 million grants program focusingon the performing arts but also a specialadditional $50 million allocation designedprimarily to benefit artists in jazz, theatre,and contemporary dance. Formerly he heldexecutive positions with Dayton HudsonFoundation, Target Foundation, and theNational Endowment for the Arts. Cameron, aglobally renowned visionary and leadingvoice for the arts, is sought after for hisexpertise on revolutionary thinking aboutarts organizations. He is a TED Talks speakerand serves on the Tony Awards NominatingCommittee. Cameron holds a master of finearts degree from the Yale School of Drama.He has received honorary degrees fromDePaul University in Chicago and AmericanConservatory Theatre in San Francisco.Cameron came to his love of the arts throughchurch choirs, Junior League drama shows,the Columbia Community Concert series,and “The Ed Sullivan Show.”

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4 | Virginia G. Piper Charitable Trust/Thought Leader in Residence 2013

Engage with your audience.It’s not the same for everyone. Researcher AllenBrown has identified a spectrum of five levels ofinvolvement, ranging from passive consumption toco-curating (where the audience has a say in thecontent of the events) to co-created performances,where the audience actually participates. There’senormous opportunity to tap into people’s hungerto participate—and to participate with experts.

Some of the toughest tickets to get in New Yorkand Minneapolis are for the annual Messiah sing-along. “They don’t just want to sing,” Cameronobserved. “They want to sing with the best.” Sowhy does the opportunity come just one night ayear? he wondered.

The Baltimore Symphony Orchestra’s “RustyMusicians” program has amateurs playingalongside professionals. As a bonus, the annualconcerts are audience-development tools,connecting the orchestra with a new pool ofpotential audience members among the friendsand families of the rusty musicians.

On an international scale, composer andconductor Eric Whitacre created a performance ofhis Lux Arumque using a Virtual Choir: combiningrecordings by 182 singers in 12 countries. TheYouTube piece had more than 3.8 million hits inlate April 2013.

Relentless change is the new norm.If you’re not trying to understand it and adapt, the world is going to be by you in a flash,Cameron said.

This is not easy stuff. If it were, we wouldn’thave the national challenges we do. Whenorganizations are struggling to survive from day today, it’s hard to look up and out. Yet that may bethe most essential thing to do to survive.

Arts & Culture Survival Guide: Perspectives fromBen Cameron was written by Kathleen Ingley,freelance writer and award-winning journalist.

For more resources related to Ben Cameron’sPiper Trust Thought Leader Residency, includinga video of the public forum held in partnershipwith Local First Arizona and Phoenix Center forthe Arts, visit: www.pipertrust.org/bencameron