Situation AnalysisThe Burnaby Arts Council (BAC) is a not-for-profit organization which strives to promote and expand the arts throughout Burnaby. It wishes to provide opportunities for residents and visitors to showcase, appreciate, and engage in art and culture.

The BAC currently has an issue with being recognized and promoting its brand. The BAC is run by one employee that is overseen by a board of directors. With one employee and the budget of a not-for-profit, non-city affiliated organization, the financial and human capabilities of the BAC can only offer a limited number of events every year. These events are:

Year round art gallery exhibitions (Deer Lake Gallery) An annual craft festival (Deer Lake Craft Festival) A summer-long theatre showcase (Burnaby Summer Theatre) A film festival planned to premier on September 28th, 2014 (Burnaby Film Forum)

The Deer Lake Gallery’s exhibits are stable due to the fact that artists need an outlet to showcase their work, meaning that the art galleries such as the BAC are essential to their existence. Areas of improvement to look into would be to increase the membership base and foot traffic, which in terms increases the exposure of the artist’s work.

The Deer Lake Craft Festival on the other hand, has seen a decline in the amount of vendors. The venue of the event is the Shadbolt Centre for the Arts. The booth rental fee at the centre is $325, which is a large deterrent for vendors as they can have a booth at a different craft festival for cheaper, such as “Got Craft?” a Vancouver based Craft Festival where rental costs can be as low as $225. The Shadbolt Centre’s rental rate is an external factor that is out of the BAC’s control. Ways to look around this problem may lay within the costing structure of the craft festival itself.

The Burnaby Summer Theatre and Burnaby Film Forum have not been planned yet so the contents of this situation analysis will focus mainly on the Deer Lake Gallery and Deer Lake Craft Festival.

Target MarketThe target market is the primary attendee/purchaser for our events. They are what the advertising will appeal to. The target markets are sectioned based on the Burnaby Arts Council’s different events and exhibitions.

Deer Lake Art GalleryOur target market for the art gallery includes local families and seniors living around Deer Lake, as well as students who are in arts or are enthusiasts. This is because the locals are more likely to walk past the gallery while they are taking a stroll depending on time availability. The gallery hours are 10am – 4pm Tuesdays to Friday, and many people who work will not be able to make this timeframe. However, the seniors and stay-at-home parents are more likely to have more free time to go to the gallery. Students going home from SFU on the 144 transit bus may enjoy art, but may be unaware of the gallery on their route home.

Craft FestivalOur target market for the Craft Festival can be split into the table purchasers, as well as the attendees. For the table purchasers, we will be targeting craftspeople who want to sell their products, and network with other crafters. With the events long-standing history, many of the more prominent crafters could be there, and getting to know fellow crafters may prove beneficial to new and upcoming artists. The target for attendees will be people who love to look at and buy local arts and crafts, as well as other crafters who may not have been able to buy a table, but want to network and talk to other crafters. Locals can be a target for this event as well because it can be seen as an opportunity to take their family out for a cultural outing, exposing their children to possible hobbies.

Summer TheatreThe Summer Theatre is targeted towards the families and locals around the venues that it will be held at. This will allow the parents to expose their children to new perspectives or perhaps even just for an outing together.

Film ForumThe Film Forum is targeted towards film enthusiasts who enjoy watching films made by local independent producers. Families will also be targeted because it provides an excellent mean of getting together for something interesting. With so many films to watch, there would be at least one that would pique their interest.

SWOT AnalysisAn essential element of any strategic market planning is the analysis of internal Strengths and Weaknesses, and external Opportunities and Threats. Set out below are the results of the SWOT analysis carried out for the Burnaby Arts Council. This analysis is based mainly on:

Discussions with Karen Tennant, Office Manager, Burnaby Arts Council Discussions with Bill Thomson, President, Burnaby Arts Council Online resources and references that involves art groups and the public General descriptions in the websites of Burnaby Art Council and other art councils

The BAC Marketing Plan will include strategies to building on our strengths, improve areas of weakness, take advantage of opportunities, and address potential threats.

Strengths Volunteer support Located in central Burnaby within Deer Lake Park

o Good relationships with the other organizations within the park such as the Burnaby Village Musuem Provides resources to people that do not have an arts background

o Many are people not educated in the arts but are interested and want somewhere to start Good at using limited resources (human capital & budget) Good ties with SFU, important for the Burnaby Summer Theatre & possibly Burnaby Film Forum applicants

Weaknesses: Low sponsorship Low amount of advertising Low funding Low human capital

o Volunteers can only do so much as they’re not always there to work Small facility

o The house is very deceiving to foot traffic (resembles a residential house) Low foot traffic Brand Awareness Not a social service

o Hard to gain grants

Opportunities Partnership with Vancouver Arts Institute (Film Festival) Expand partnership with SFU (Film Festival) Room for sponsors Higher government funding from the federal and/or provincial level Increase vendors at the craft festival Increase customers at the craft festival

Threats Heavily relies on local customers Lack of support from the city

o Mayor of Burnaby, Derek Corrigan is not supportive of the arts compared to art-supportive mayors such as Mayor of Surrey, Dianne Watts and Mayor of Vancouver, Gregor Robertson

Porters 5 Forces

Since competition will affect the goal efficacy of Burnaby Art Council, another essential element of marketing planning is to analyze the attractiveness and competitive forces affecting the art councils industry. The 5 forces analysis will focus on the intensity of rivalry, the buying power of buyers, the buying power of suppliers, the threat of substitutes, and the threat of new entrants. Marketing strategies can then be determined by:

Identifying where and which forces are strong in order to implement a marketing strategy that might be appropriate to counter the impacts of the forces.

Identifying where and which forces are weak in order to show how Burnaby Art Council can gain competitive advantage over other art councils in the Lower Mainland.

Some sections will have contents left out purposely because of the consulting group’s decision that they were not relevant to the deliverables given.

Threat of New Entrants – LowMost of the Council’s events require some capital in order to function. In order to be successful in the industry, you need to have connections within the artist community, as well as the availability of the artists’ contributions. Because there are already so many art councils available in the Lower Mainland, there may not be enough contributions to spread through the different municipalities.

Deer Lake Art GalleryThe Art Gallery requires space to house the exhibition, whether it be a place to lease or a room to display it in. It also needs contributions from artists or museums to display works in the space. Barriers to entry are quite low, because one can just display their works on a sunny day outside, which would only need the transportation costs.

Craft FestivalThe craft festival requires a venue to place the tables that the crafters will use. It also requires the craftsperson to buy the table that will be available. The number of crafters maybe limited due to time constraints or budget constraints. Barriers to entry are low because it does not require large amounts of capital. However, it is difficult if it is the first time running the event due to larger marketing costs.

Summer TheatreThe summer theatre requires the rights to the play as well as the acting talents to perform the show. It also requires the venues to house the show that will be played. It also requires a means of transporting the sets, performers, and costumes. Barriers to entry are quite low due to the amount of schools who focus on theatre, it would not be hard to find the right talent. However, working out a collaboration may be a bit more difficult to plan around.

Film ForumThe film festival requires a number of contributions from local film writers/producers. It also requires a venue to display the films to an audience. Most likely require some equipment such as projectors and screens, as well as chairs to seat the audience (unless it is like the summer symphony at the park where guests bring their own seating). Barriers to entry would be low because there’s a lack of places within the Lower Mainland for people to showcase their work (refer to interviews in the appendix (F-H). The market would welcome a new film festival with open arms.

Threat of Substitutes – HighThere are many alternatives or substitutes for Burnaby Arts Council’s many events. The council’s events can be seen as events to spend time with family and friends for entertainment. We can further split substitutes based on the specific events: Deer Lake Art Gallery, Summer Craft Festival, Summer Theatre, and the Film Festival

Substitutes for the Deer Lake Art Gallery Going to the symphony/opera Enjoy a meal with company Go for a stroll around the park or beach Museum (One right across the road) Walk around the mall/strip malls Enjoy some coffee

Substitutes for the Craft Festival Flea markets Garage/yard Sales Malls – indoor, outlet, outdoor

Substitutes for the Summer Theatre Watch TV Read a book/comic Watch a movie Symphony/opera Free live theatre shows for kids (ArtStarts) Story time at the Library

Substitutes for the Film Forum Watch TV Read a book/comic Watch a movie Symphony/opera

All of the above substitutes vary in admission fees, ranging from no cost to approximately $100 at times. However, although the costs are not the same, people have different perceived values in the amount that they pay compared to what they get in return. As well, we have to look at the distance that people have to travel to get to the substitute products. Also, the products above have information readily available for viewing online, as well as tickets to purchase if required.

Bargaining Power of BuyersDeer Lake Gallery – Moderate

Mutual relationshipo Artists need an outleto BAC needs the artists for revenue and to fill up their schedule

Membership provides revenue Burnaby has very few outlets for beginning artists to physically showcase a whole display

o Coffee shops would only showcase one or two pieces of work Customers can’t force down the price, but the BAC can’t force up the price via membership fees (people would

be too sensitive to it and most likely unsubscribe)

Craft Festival – High Positive switching cost

o The vendors can go to different craft festivals for a cheaper fee

o Vendors are price sensitive depending on the event A very high-traffic craft festival can justify a high vendor price

The council relies on the vendors for revenueo The Craft Festival’s facility isn’t at maximum capacity

The BAC needs the customers to reach maximum (efficient) capacity Company is highly dependent on customers due to their cash flow needs

Bargaining Power of SupplierDeer Lake Art Gallery – Moderate

Artist must pay to showcase their work Low criteria for artists to showcase their work (can be non-educated in the arts) Two way relationship between both parties

o Suppliers (artists) need the gallery to showcase their work as much as the gallery needs artists

Deer Lake Craft Festival - High Shadbolt Centre is the annual location of the craft festival

o Switching the venue may drive customers away due to its annual tradition of being at Shadbolt Center.o Switching the venue may drive customers away due to the new location being too far

Shadbolt Centre helps fund many BAC activitieso Strong incentives for BAC to keep good relations with Shadbolt Centre

Intensity of Rivalry – ModerateThe Art Councils mainly serve their own communities. They usually do not deviate to other municipalities, other than in advertisements which may target multiple cities such as the Georgia Straight.

Deer Lake Art Gallery Competition with Burnbary Art Gallery in terms of foot traffic BAC is also not directly affiliated with the City so it is often in competition with the Burnaby Art Gallery

Burnaby Art Gallery pays artists whereas it is the opposite at Deer Lake Gallery

Craft Festival Since there are high rent costs and no solid attendance numbers for the vendors, the amount of vendors have

been in decline because other craft festivals may have a cheaper rent, or different rent model. Eastside Artisan Market has no rental fee, but charges 20% of the craft vendor’s sales.

Summer Theatre There are no direct competition to the Summer Theatre

However, all art councils have play performances all year round but this product is much different from what the Summer Theatre offers – a tour performance and a partnership with SFU

Film Forum Vancouver International Film Festival – Event in the fall that features 400 films from 75 countries over 2 weeks DOXA – 10 day festival held in May showcasing documentaries from around the world Vancouver Asian Film Festival – 4 day event held in early November featuring independent North American

Asian filmmakers

Other art councils such as Surrey Art Council, offer a lot more programs such as magic shows, choirs, musicals, workshops etc.

Product AnalysisDeer Lake Gallery – Competitive Analysis(Refer to Appendix A for the Matrix for easy viewing)

For the gallery’s competition, we looked at Burnaby Art Gallery, SFU Gallery, Surrey Art Gallery, Amelia Douglas Gallery, New Westminster Art Gallery, and Surrey Arts Council’s gallery. We compared and contrasted different elements of the galleries that was applicable to other galleries. These elements are as follows:

Admission Price Vendor and/or Showcasing Price Venue Size Length Key Features Key Advantage.

Doing this analysis will allow us to see what the other galleries are doing and to see what makes them so different versus Burnaby Arts Council, and also to see why they may be more or less successful.

Admission PriceThrough research on the different galleries’ websites as well as directly emailing contacts, the group has found that admission is free for all galleries except Burnaby Art Gallery, where they suggest a donation of about $5. It may not be a large amount, but it is a possible stream of in-kind donations by visitors.

Showcasing PriceBurnaby Arts Council charges $25 for individuals, $75 for group, and $150 for business patrons which include membership. In contrast, the majority of art galleries except Burnaby Art Gallery and SFU Gallery, charge the artists nothing to showcase, apart from having to be a member for the other art councils in New Westminster and Surrey. Burnaby Art Gallery pays $1500 to the artist, or will split that amount when it is a group exhibit. SFU Gallery pay the artists according to CARFAC Standards, which would most likely require a huge financial backing in order to do it. These artists are paid to help the artists grow and fund their own works.

VenueEvery gallery is situated in a unique building, whether it be in a heritage mansion, to the center of the university, to a refurbished fire hall. The following table shows the competitor, and what building they are in.

Name of Gallery Gallery Location And BuildingDeer Lake Gallery (BAC) Heritage Building in Deer Lake

Burnaby Art Gallery Ceperley/Fairacres Heritage Mansion in Deer Lake

SFU Gallery SFU Academic Quadrangle on Burnaby Mountain

Surrey Art Gallery Surrey Arts Center on King George HWY and 88th Ave

Amelia Douglas Gallery Douglas College New Westminster Campus

New Westminster Gallery Montague/Studio Gallery in Queens Park, New Westminster

Surrey Art Council Newton Cultural Center on 72nd and King George HWY (refurbished fire hall)

The facility that the gallery is in greatly dictates the capacity and amount of art that can be displayed. Rough sizes of the gallery will be specified in the next section.

SizeThe gallery sizes are as follows:

Gallery Name Size of GalleryDeer Lake Gallery (BAC) 750sqft

Burnaby Art Gallery Main Floor: 1000sqftSecond Floor: 800sqft

SFU Gallery Does not specify

Surrey Art Gallery 2 rooms: 80sqft and 240sqft. Movable and Portable walls

Amelia Douglas Gallery Gallery Wall: 2.5m by 12mFoyer: 3.5m by 15.5m

New Westminster Gallery Total Linear Hanging Space of approx. 28ft (90m) between both studios

Surrey Art Council Roughly the same as Deer Lake Gallery

As stated earlier, gallery size dictates how much you can display at a time, which can be beneficial if you have a lot of applicants wanting to display their work.

LengthEvery gallery runs year-round, with the exception of the Amelia Douglas Art Gallery, which closes between exhibitions. Most of these galleries will show their exhibitions for about a month until switching to their next one.

Key Features and AdvantagesEvery gallery has a unique feature that appeals them to different artists and visitors. It may also provide them with a competitive advantage over other galleries in the area. We will outline these features as well as their advantage over others.

The Deer Lake Gallery showcases an exhibit for approximately 3 weeks, and is situated in a central area in Burnaby. It provides an outlet for artists without artistic background/education.

Burnaby Arts Gallery varies their exhibition lengths, while located pretty much next door to the Deer Lake Art Gallery. They have a much larger facility in comparison, and they pay their exhibitors/artists. They are also the flagship gallery on the City of Burnaby’s website.

SFU Gallery provides resources for their art students, as well as displaying local and international artists. They have a very large collection, with varying themes of exhibitions. They are also located in a central location on campus.

Surrey Art Gallery supports the production and presentation for digital arts. They showcase very diverse artistic practices which INCLUDE audio and digital art by local, national, and international artists. They are the flagship gallery on the City of Surrey Website, and they are the 2nd largest public art gallery in Metro Vancouver.

Amelia Douglas Art Gallery showcases not only the established artists in BC, but also the new, up-and-coming artists. Their main advantage is being on a campus, where it is very accessible to students if they choose to go during a break.

New Westminster Art Gallery has a satellite gallery in Starlight Casino’s VIP lounge. They are the flagship gallery on the City of New Westminster website, and they are situated in a scenic park which can have very high foot traffic almost year round due to the arenas in the park. They act as an umbrella for their members, who are largely local talent groups.

Surrey Arts Council focuses on not only visual arts, but also performing arts and literary arts. They have a part-timer for each art discipline there, who is very knowledgeable in their respective field. Because their facility is a renovated fire

hall, they have ample space, having a full theatre room where a stage can be set-up with chairs for the guests, as well as a conference room which is available to rent for use on the upper level of the building. According to a contact from Surrey Arts Council, Diane Watts loves the arts, and provides gigantic grants for them to use for their operations and programs. This may be changing in the future as Diane Watts will not run for re-election in November of 2014

Deer Lake Craft Festival – Competitive Analysis(Refer to Appendix B for the Matrix for easy viewing)

Similarities and differences were analyzed between Deer Lake Craft Festival and five other craft fairs held in local Vancouver. We compared and contrasted different elements of each gallery in the analysis. These elements are as follows:

Admission Price Vendor and/or Showcasing Price Venue Size Length Key Features Key Advantage.

Doing this analysis will allow us to see what the other craft fairs are doing and to see what makes them so different versus Burnaby Arts Council. This also allows us to determine the success factors of a craft fair.

Admission PriceMost craft festivals requires a very small admission fee; whereas, Deer Lake Craft Festival does not charge an admission fee. Although it may not be a large amount, it can be considered a possible stream of in-kind donations by visitors.

Vendor and/or Showcasing PriceBurnaby Arts Council charges vendor $325 for a booth and a $15 jury fee (a fee to inspect the quality of the products being sold). Most craft fairs charges a very similar rate ranging from about $110-$500 and a small jury fee. An interesting consideration is the method which is used by Eastside Artisan Market. Instead of renting a booth by the vendors, the venue will charge the vendor a percentage of the total revenue. This method may attract more vendors to participate because holding a booth would avoid up-front fees.

VenueThe venue of the craft fair is an important element because venue rental rates may vary greatly. Lower rental rates means lower expenses for the Arts Council. However, there are some limitations. Burnaby Arts Council may wish to continue holding the Craft Festival at Shadbolt Centre of Arts in order to acquire long term grant funding from the City of Burnaby.

SizeIn the past, there were approximately 30-50 vendors participating in the Deer Lake Craft Festival. In comparison, most of the craft festivals usually have approximately 60 vendors or more. The Make It! Craft Fair has approximately 250 vendors participating. This is an important element because it brings to the attention that Burnaby Art Council’s marketing strategy may need to focus on improving vendor participation. The vendors provide the main revenue stream for Burnaby Arts Council’s event, so the decline in participation needs to be addressed.

LengthMost craft festivals have a duration of approximately 2 – 3 days. This allows more attendees to the craft festivals which may provide more revenue to the vendors.

Key Features and AdvantagesAll craft festivals provide a venue for artisans and designers to showcase and sell their unique handmade goods. It is also a good networking event where attendees can meet these designers in person and hear about their hard work. Another feature that most craft festivals have are the opportunity for designers and crafters to conduct workshops and demonstrations in order to gain exposure to the public.

Summer TheatreThe Burnaby Summer Theatre is a collaboration between Burnaby Arts Council and SFU School of Contemporary Arts possible through a federal grant provided by Canada Summer Jobs. Burnaby Arts Council hires four students to create, perform and tour a theatre performance to showcase throughout the Lower Mainland. From our talk with Karen Tennant, we see the Burnaby Summer Theatre isn’t in need of major recommendations as the SFU students are the ones that plan the majority of it.

Film ForumThis will be the Burnaby Art Council’s first attempt at this film forum. As a result, we will be providing best practices based on information found through secondary research on other similarly sized film festivals. The product analysis matrix can be found in Appendix C.

Customer AnalysisDeer Lake Gallery – Customer AnalysisThe consulting team believes the gallery is doing quite well for its size and is advocating for a new gallery space, which may change the structure of the gallery. See the Recommendation Section for details.

The customers of the Deer Lake Gallery are the foot traffic provided by people walking within Deer Lake Park, members of the BAC as well as friends and family of the showcasing’s artist. Excluding their grand opening nights of their monthly displays, foot traffic within Deer Lake Park take up a majority of visitors. We believe this foot traffic is in strong competition with the other facilities in the area. Although places such as Burnaby Village Museum and Shadbolt centre are not direct competitors to the BAC, they are competitors in terms foot traffic.

Deer Lake Craft Festival – Customer AnalysisThe contents of this analysis are deemed incomplete because of insufficient data but the consulting group is doing this analysis to the best of their ability. If given time, the consulting team would have interviewed vendors at on-site craft festivals to get perspectives from craft festival vendors.

Two craft vendors were interviewed at the Vancouver Farmers’ market on April 26 th, 2014 to gain insight into the craft industry. From our interviews we noticed there were two extremes in craft vendors. Craft vendors at farmer’s markets and craft vendors at actual craft events (craft festivals). These two category of vendors cater to two different markets: craft vendors at farmer’s markets get “foot traffic customers” because the customers there are there to see the farmer’s market as a whole. On the other hand, craft vendors at craft festivals will get customers who come specifically for crafts, usually not to just “take a look”.

Craft vendors make up a very low percentage of the total vendors at farmer’s markets. When talking to Robyn Carlson, West Side District and Co-ordinator of the Vancouver Farmer Farmers Markets (VFM) who’s worked for the ]VFM for the past four years, she told us that the VFM has about 220 vendors and craft vendors make up for only about 10% of it. Visitors of farmer’s markets go for the entire experience, which includes preserved foods, food trucks, food vendors, fresh produce, and handmade crafts. Craft vendors here will get customers that will walk by and notice their crafts which strikes up conversation and a possible sale. There isn’t a large sense of competition since with few craft vendors, there’s a small chance of having vendors selling similar crafts. Farmer’s market crafters seem to believe $60 for a table is a good price for them. When asked about indoor craft festivals, they said they can justify a higher price of $100 a day because it would be indoors.

At craft festivals, craft vendors have high competition. Depending on the event, the number of craft vendors can range from 30-200 vendors. All these vendors are competing for the same customer, as the people that walk into craft festivals are there specifically for crafts. The craft vendors here usually like it because they have the potential for more profits because craft festivals are usually placed during the Christmas season, bringing in a lot of customers. These craft festivals are a riskier environment for the vendors though, because there’s a higher chance of similar products between the vendors creating more competition (ex. Two vendors may provide similar looking necklaces)

Film Forum – Customer AnalysisWe believe that the majority of the submissions for Burnaby Art Council’s upcoming Film Forum should be targeted at students. Working with students to help showcase and expose their films really meets the BAC’s statement to “Support, Promote, and Expand the arts through Burnaby” especially since it is helping amateur artists such as film students. These students will align with two factors that will be successful to the Film Forum:

Core values

Financial capacity

We conducted an analysis of film students through three face to face interviews. Two interviews via Skype on April 25 th, 2014 done on SFU film students and one interview via Skype on April 24th, 2014 done on a Metro Vancouver resident undergoing film studies at Ryerson University. Through our interviews we have found out that there is a lack of showcasing opportunities for students in the Metro Vancouver area, let alone Burnaby. These students will reach out across the country to Whistler, Toronto and Montreal film festivals.

The demand for a film festival in Burnaby definitely exists, as it really helps the artists in terms of ease of showcasing since it puts a lot of pressure off of them from sending films over to Eastern Canada. These students would not mind a smaller film festival as it gives them a good chance of getting screen time. We asked Carly Southern, a second year SFU film student what she thought about large $50 jury fees that bigger film festivals charge and she answered “It adds up when every festival is $50. This is unfortunate because a lot of times, the mass of films that apply give the filmmaker very little chance…” This is implying that these film students are sending out many application/jury fees to film festivals for a small chance of being selected (Please Refer to Appendix G for the Interview). We believe a smaller film festival would be nice to help students have an easier way to externally screen their films from outside of school. From the interviews conducted, we felt like the most concern from the interviewees came from the subject of budget and fees.

In terms of BAC’s financial ability to deliver a film festival, we believe it will be relatively small as it is also the BAC’s first showcase. The small size goes hand-in-hand with students, allowing cheaper jury fees and admission prices. A possible outlook for Burnaby Art Council’s Film Festival is to steer it towards having a goal of helping film students showcase their films at an affordable budget while also being a gateway into the film industry.

RecommendationsDeer Lake Art GalleryAs stated in the previous section, the group believes that the art gallery is doing quite well, given its size. From what we can see, the exhibit’s grand opening fills up quite well. During the rest of the month, the gallery has visitors walk in during their walk through the park. Therefore, the main recommendation for the gallery is in the resource listing, and helping the organization gain more members, particularly business partners.

Craft Festival RecommendationsWe have identified the Craft Festival’s main problems are a decline in vendor attendance, as well as a net loss the vendors are most likely accumulating while they are attending the craft festival due to inconsistent attendance from the public. Not much in terms of marketing has been done in the past to create “buzz” of bring attendance to the craft festival. The following recommendations address these two issues and provide possible solutions.

Our first recommendation is to drop the vendor table price from $350 to around $300 to $325. This is to make it more attractive and provide a better opportunity cost for vendors to set up a display at the festival. In order to offset this drop in vendor price, as well as to provide an attendance tracker, we suggest setting up an admission price of $2 where the first fifty attendees will get a door prize through a sponsor. The attendance price will also allow the council to start forecasting attendance for the following years, giving vendors first sight at what they might gain from attending.

We also suggest offering free booths to our sponsors, which meet a certain sponsor level (see attached form). On top of that, offering booths to people who want to do demonstrations instead of selling may increase table purchasers.

A few months before the event, we suggest posting up the “Call for Vendors and Demonstrators” at local retail boutiques and coffee shops, utilizing the community board for free advertisements at the coffee shops. Newspaper advertisements in the Burnaby Now and/or Burnaby Newsleader will prove beneficial. The jury information should be included in the advertisements.

Around 1 or 2 months prior to the event, create a flyer to post at the boutiques and coffee shops targeted towards the public. The flyer should include the date, time, and the vendors that are attending the festival.

A few weeks before the event, create a news release for the Burnaby Now and/or Burnaby Newsleader and adding the event to Vancity Buzz’s Events section to remind the readers about the festival. The news release can also be sent to the reporters at Vancity Buzz to gain more event exposure. Contacting radio stations can help increase exposure as well.

Before the event begins, give every vendor and demonstrator a survey to fill out after the festival. The questions should be specific in terms of the location, the dates, and any feedback they may have, whether it would be things they liked or things they may want changed or improved. The vendors want to increase sales so they want to share their thoughts.

We also suggest door prizes or raffle draws to attract attendees: admission gets you 1 free raffle draw or something similar to Got Craft?’s idea of having the first 50 attendees receiving a gift.

It was noted that the venue rental price at Shadbolt Centre for the Arts has been increasing year after year. It has been taken into consideration by the Board of Directors whether a different venue for the Deer Lake Craft Festival should be necessary.

The following is a list of potential venues in Burnaby where the Deer Lake Craft Festival may take place:

Venue Municipality Capacity Approx. Rental Fee/Day

Contact Info

Shadbolt Center for the Arts - Atrium & Park View Lounge

Burnaby 500 $1822.26 (604) 205-3020

Scandinavian Community Centre -

Banquet Hall & Lounge

Burnaby 224 $580-990 (604) 294-2777

Bill Copeland Sports Centre

Burnaby 250 Please inquire (604) 320-2207

Alan Emmott Centre Burnaby 150 $652.05 (604) 320-2217Burnaby Lake

Rowing PavillionBurnaby 210 $931.73 (604) 205-3033

Bonsor Recreation Centre

Burnaby 300 $1043.74 (604) 297-4597

Delta Burnaby Hotel Burnaby 500 Please inquire https://www.deltahotels.com/Meetings-Events/Request-For-Proposal-Form/

(hotelCode)/BUR*Note: Rental prices are estimates, please contact directly for actual quote.

Risks, Limitations, and Assumptions

It is necessary to inquire to ensure the prospect venue is able to provide big enough space for the craft festival.

Re-marketing of the Deer Lake Craft Festival will be required due to the change of location. Be sure to consider any possible marketing costs when choosing a new venue.

Traffic may be significantly affected due to the change in venue and the location of the venue. The new venue should be chosen within Burnaby area in order to represent Burnaby Arts Council.

Film Forum Best PracticesAs the Burnaby Arts Council Film Forum has just started their groundwork, we will be giving recommendations in the form of best practices that the Burnaby Arts Council should consider when planning their Film Forum.

Although the BAC has the intention of showing films revolving around the theme of the City of Burnaby, we suggest that the BAC requests submissions of films of all themes and genres as well as not require the films to be premieres. As shown from our interviews, an “anything goes” film festival is nice for film makers to be flexible to express their messages. As it is the first year of the Film Forum, it is difficult to determine the demand from film makers and this is a good way to broaden that demand. We advise trying to set up a theme for the film festival after this year’s results and treat this year as more of a “test run”.

We suggest contacting the following school faculties to spread awareness of the Burnaby Film Forum’s call to submission:

Contact Name Title E-mail NoteRob Groeneboer Senior Lecturer at SFU’s

Film Programrgroeneb@sfu.ca

Rob Gardiner Acting Head of the Department of Theatre and Film at UBC

Robert.gardiner@ubc.ca Associated with the BC Arts Council

Contact Rob Groeneboer, senior lecturer at SFU’s film program at RGROENEB@sfu.ca or 778-782-4262 to see if he could send students the information so they can submit their own films.

Contact Rob Gardiner, actor head of the Department of Theatre and Film at UBC at robert.gardiner@ubc.ca to see if he could send students the

Contact

For submission fees we believe reasonable prices would be:

Type FeeStudent per student $15Student Bundle (5 students) $60Professional Artist $20Professional Artist (3 Artists) $50

We base these prices off of the Vancouver Short Film Festival. We believe these prices are fairly moderate within industry based off the face-to-face interviews we’ve conducted.

Admission prices for the viewers should be as follows:

Type FeeStudent/Senior $5Adult $7

These prices are low due to New West Doc Fest’s Film Festival which will be two weeks before the Burnaby Arts Council Film Forum. Since the two festivals are within two weeks of each other as well as geographically close, we think there maybe viewers that will want to go to both but if one is priced higher than the other, which may be a decision point for them.

In terms of prizes, we recommend trying to get event sponsors that would supply production software such as Adobe Premier Pro and equipment such as lights, microphones and tripods for prizes. It’s a good alternative to cash prizes and is unique enough to draw in submissions.

Cost AnalysisThe majority of these numbers are based off numbers estimated by Karen Tennant, Office Manager of Burnaby Arts Council. Some of the numbers, such as the admission fee for the Craft Festival as well as the vendor price are based off comparisons through the product analysis. Grant amounts were given by Karen.

Deer Lake Art GalleryThe group believes the gallery is doing quite well for its size and location. Foot traffic can’t increase much because it is in Deer Lake Park itself, not within the actual suburbs of Burnaby. The gallery is constantly booked for exhibitions, and is run off the grant given by the City of Burnaby ($52,000 facility rental and maintenance + $25,000 Operating Grant) and other grants. During exhibition openings, there is a full house of members to display to. Therefore, the group will recommend on how the Burnaby Art Council can increase membership through the use of our resource listing.

Craft Festival (These do not include items we cannot account for such as equipment rentals, human hours, taxes, refunds)

Low Vendor Low Attendance For the Weekend

Old Craft Festival New Craft Festival

Table Price x # of Vendors (assume 30)

$325 x 30 = $9,750 $300 x 30 = $9,000

Admission Price x Attendance (assume 1,500)

N/A $2 x 1,500 = $3,000

Venue Rental ($6,085) ($6,085)Jury Fee x 30 Vendors $15 x 30 = $450 $15 x 30 = $450City of Burnaby Festival Grant $5,500 $5,500Door Prizes ($300) ($300)Raffle Tickets @ $2 each or 3 for $5

$1,000 $1,000

Raffle Top Prize ($250) ($250)Total for Weekend $10,565 $12,315

Mid Vendor Mid Attendance For the Weekend

Old Craft Festival New Craft Festival

Table Price x # of Vendors (assume 40)

$325 x 40 = $13,000 $300 x 40 = $12,000

Admission Price x Attendance (assume 2,250)

N/A $2 x 2,250 = $4,500

Venue Rental ($6,085) ($6,085)Jury Fee x 40 Vendors $15 x 40 = $600 $15 x 40 = $600City of Burnaby Festival Grant $5,500 $5,500Door Prizes ($300) ($300)Raffle Tickets @ $2 each or 3 for $5

$1,500 $1,500

Raffle Top Prize ($250) ($250)Total for Weekend $13,965 $17,465High Vendor High Attendance For the Weekend

Old Craft Festival New Craft Festival

Table Price x # of Vendors (assume 50)

$325 x 50 = $16,250 $300 x 50 = $15,000

Admission Price x Attendance (assume 3,000)

N/A $2 x 3,000 = $9,000

Venue Rental ($6,085) ($6,085)Jury Fee x 50 Vendors $15 x 50 = $750 $15 x 50 = $750City of Burnaby Festival Grant $5,500 $5,500Door Prizes ($300) ($300)Raffle Tickets @ $2 each or 3 for $5

$2,000 $2,000

Raffle Top Prize ($250) ($250)Total for Weekend $17,865 $25,615

Try to get in-kind gifts for other Raffle prizes.

Summer TheatreThe only information we have for the Summer Theatre is the grant amount given by Canada Summer Jobs grant, which is $22,767. As for the other expenses, we do not know any amounts in terms of equipment needed, human hours, how the grant is spread.

Film ForumBecause the venue (Burnaby Village Museum) will not cost anything, the only other costs will be in terms of human hours, equipment costs, and any other factors that the group cannot account for. Thus, we will provide the benefit analysis based on submission fees and admission fees only, based on 3 different attendances. The assumptions are based on a maximum seating of approximately 200 people, and the numbers are based on an even spread of 25% per category based on the selections from the Film Festival Best Practices section of this report.

Low Submissions Low Attendance Film Festival# of total Submissions of 20 ($15 x 5) + ($60 x 5) + ($20 x 5) + ($50 x 5) = $725# of total Attendees of 100 ($5 x 25) + ($7 x 25) = $300Total $1,025

Medium Submissions Medium Attendance Film Festival# of total Submissions of 32 ($15 x 8) + ($60 x 8) + ($20 x 8) + ($50 x 8) =

$1,160# of total Attendees of 152 ($5 x 38) + ($7 x 38) = $456Total $1,616

High Submissions High Attendance Film Festival# of total Submissions of 40 ($15 x 10) + ($60 x 10) + ($20 x 10) + ($50 x 10) =

$1,450# of total Attendees of 200 ($5 x 50) + ($7 x 50) = $600Total $2,050

Appendix A – Gallery Matrix

Appendix B – Craft Matrix

Appendix C – Film Festival Matrix

Appendix D – Interview with Eldiku AccessoriesBCIT Consulting Project Interview

Interviewee: Eldiku Accessories

Date of Interview: April 26, 2014 12:40pm

1. Reason for Vancouver Farmers MarketIt’s just the best, best crowd and best areas in Vancouver.

2. Do you go to other venues?Yes I’m at multiple farm markets throughout the year.

3. How do you feel about a $60 rent here at the Vancouver Farmers Market?$60 is pretty cheap for what you’re getting in my opinion.

4. How do you feel about Craft Festival Rents?Too high for what it is, you’re competing versus way too many people. At a farmers market you’re the minority, you stand out.

5. Do you sell crafts all year round?Yes, I’m in operation all year round.

6. Do you have an actual store front?No, but that’s because I’m always selling as a vendor.

Appendix E – Interview with Nancy EsworthyBCIT Consulting Project Interview

Interviewee: Nancy Esworthy Jewellery & Design

Date of Interview: April 26, 2014 12:30pm

1. Reason for Vancouver Farmers MarketGreat foot traffic. The customers are here for the experience, not just a specific item. I also personally enjoy the atmosphere

2. Do you go to other venues?Yes a couple of craft festivals but I usually try to outdoors because of rent.

3. How do you feel about a $60 rent here at the Vancouver Farmers Market?It’s reasonable, any higher I think wouldn’t be right.

4. How do you feel about Craft Festival Rents?It’s a little too high in my opinion, but being indoors is a lot different. It’s a different atmosphere is well.

5. Do you sell crafts all year round?Yes.

6. Do you have an actual store front?Yes

Appendix F – Interview with Sally Lee from RyersonBCIT Consulting Project InterviewThis interview is being conducted by BCIT students in regards to a BCIT consulting project for the Burnaby Arts Council. The contents of this interview will be strictly used for research purposes. The participants of this interview may keep anonymous in regards to the source of this interview. If no opinion in regards the anonymity is mentioned we will assume that the interviewee has given permission to use his/her name.

Interviewee: Sally LeeDate of Interview: April 24, 2014 7:08pm

1. How large is the average short film student team?If it’s a single camera production (short film), the range is between four people to a maximum of 15.

2. From your experience what is the average filming period of a short film?As a student, the school usually pays for your budget by letting students use the school’s equipment. The only real budget is for amenities such as catering food.

3. Do you feel like there is a lack of places to premier films for students?Yes in the summer time I would say so, other than that it’s okay.

4. Do you know anything about the Metro Vancouver film scene? What do you like about itGood close community, with a lot of diversity of what’s been screened and it’s very famous for the Vancouver Film Festival.

5. What do you not like about the Metro Vancouver film scene?When compared to Toronto there is a lack of opportunities for students

6. How do you feel about jury fees for film festivals?I feel like jury fees are reasonable for the time and effort put in to screen films

7. How do you feel about a $20 jury fee per student for a film?$20 would be on the higher end, I would still pay but I would not pay over $20. $15 is more reasonable in my opinion.

8. How do you feel about an $80 jury fee for a 5 student team?I feel like that’s a great deal considering a 5 student team is solid. 5 students is a really efficient number for a team, you have a director, director of photography, data manager, editor and an extra to fill other roles.

9. How do you feel about where your films are shown, does it matter?I feel like as a student, any publicity is nice to have as you’re just trying to get your work noticed since you have no credential in the first place. For a more senior student maybe about to leave school I would personally be more careful about where you would like to showcase.

10. Do premieres matter much? Or is more about just getting as much screen time at different locationsIt’s always nice to have a good premiere, but it really depends on the student’s preference. In general, all students would like to have as many people as you can watch the premier and that’s why a lot of students will actually rent out a theatre themselves to show their own film instead of going to an organizational and premiering through a festival.

11. How do you feel about film festivals undergoing a certain theme (ex: environmentalism, about the city, etc) opposed to a film festival taking in any subjects?

I personally prefer film festivals where you’re allowed to submit anything as it gives you a lot of freedom of expression and if you have a message you want to get across it’s really the best way since there aren’t any constraints.

On the other hand, film festivals with themes are really good when you want to know what the judges want. It allows work to be done faster as a script can be written up with a set goal and direction to make a story that’s effective yet creative.

12. What do you feel like is a good time for film festivals?September and October are very optimal during the school year as students are always busy so before we get busy is great, late May also works.

13. What are some common prizes you feel are suitable for a small film festivals?Cash prizes are honestly the best in my opinion to help cover the cost of the film as well as money you can put towards your next project.Cash prizes I’ve seen range from $500 to $2000 for small film festivalsAn interesting prize scheme I saw once was film equipment and production software as prizes. It really helps the students as much as cash prizes do and I can say every film student likes to add to their “collection”.

14. What do you think is the biggest thing students take back from film festivals?I think the experience of how film festivals work is great, learning how judges think and look for and where you can improve on. Another important factor is the fact that you have more material to put into your demo reel afterwards.

Appendix G – Interview with Karley Southern from Simon Fraser UniversityBCIT Consulting Project InterviewThis interview is being conducted by BCIT students in regards to a BCIT consulting project for the Burnaby Arts Council. The contents of this interview will be strictly used for research purposes and will be recorded via scribe. The participants of this interview may keep anonymous in regards to the source of this interview. If no opinion in regards the anonymity is mentioned we will assume that the interviewee has given permission to use his/her name.

Interviewee: Karley Southern

Date of Interview: April 25, 2014 9:14am

1. How large is the average short film student team?

Usually consists of Director (Usually writer as well), DP, 1st Assistant Camera, sometimes 2nd AC, 1-4 Grips, 1-2 Sound (Mixer and Boom), 1st AD and sometimes 2nd AD or PAs. Therefore, about 5-15 crew.

2. With student teams, how large is the average budget? Does the school usually pay most of it?

Averagely, 3,000 – 7,000. At SFU they do not, but the tuition is significantly less and you have 100% creative control and access to equipment. Schools who do pay for the films often only have a few directors and the students do not own their work (VFS). It depends on the format of the program.

3. Do you feel like there is a lack of places to showcase films for students in Metro Vancouver?

Many students get into Toronto, Montreal or Whistler. I personally don’t know any student that has ever been accepted into VIFF. Surrey also has had some films accepted, but generally, I think a lot of films are sent internationally or outside of BC. There are smaller ones, but others give more exposure.

4. What do you like about the Metro Vancouver film scene?

I think the community is very small, which makes it fun and makes people very kind and approachable. Many people want to help others become successful. It is all about creating community and due to the close proximity of many film schools, the closeness happens naturally.

5. How do you feel about jury fees for film festivals?

It adds up when every festival is $50. This is unfortunate because a lot of times, the mass of films that apply give the filmmaker very little chance. Sometimes films that get into big festivals are shocking and beat out some amazing works. In this sense, it is annoying to pay when it is such a catch-22

6. How do you feel about a $20 jury fee for a film festival?

I think this is below average which is good. This will also probably increase the submission rates.

7. How do you feel about an $80 jury fee for a 5 student team for a film festival?

Just because it is a larger group, in my opinion, doesn’t validate a larger price. Often a director or producer takes on more financial risk. Even if the cost was split equally, there is only one film, it should be charged the same as a one man show. This comes across as a money-grab.

8. Do premieres matter much? Or do you treat it as another place to get screen time/publicity for a film?

I haven’t really heard someone say their premiere launched them specifically. Often if it’s a student production the premiere is at the school being screened for free, sometimes with admission fees. But often it’s friends and family at these functions. I think it’s another place for screen time.

9. How do you feel about where your films are shown, does it matter? Or is any exposure good

I think any exposure is good but your career can obviously be launched much higher if you are accepted into Toronto, Vancouver, and Montreal etc. It’s silly to think an obscure US festival could help you more than getting into Whistler where more locals will see and perhaps want to work with you.

10. How do you feel about film festivals undergoing certain themes (ex. Environmentalism, about the city, etc.) opposed to film festivals with no theme?

I think themed film festivals are fine, but are often more obscure and many of the films have the same message. It’s nice to have variety but themes give voice to great topics like LGBTQ, Dance etc.

Appendix H – Interview with AnonymousBCIT Consulting Project InterviewThis interview is being conducted by BCIT students in regards to a BCIT consulting project for the Burnaby Arts Council. The contents of this interview will be strictly used for research purposes and will be recorded via scribe. The participants of this interview may keep anonymous in regards to the source of this interview. If no opinion in regards the anonymity is mentioned we will assume that the interviewee has given permission to use his/her name.

Interviewee: Anonymous

Date of Interview: April 25, 2014 1:00pm

1. How large is the average short film student team?

Usually between 5-10 people I would say, depends on the production size as well. Directions, DoP’s, Data management, Sound people, assistant cameras etc.

2. With student teams, how large is the average budget? Does the school usually pay most of it?

We try to keep it cheap, maybe under a couple thousand? The school doesn’t fund us but we try to get in a group effort for funding. I’m not entirely sure about other schools but I know places in Toronto like Ryerson will pay for the students but often it’s at a limited budget.

3. Do you feel like there is a lack of places to showcase films for students in Metro Vancouver?

Yes, compared to places out east such as Montreal and Toronto I would say there is. It’s a shame because it’s very hard to get into the few that are in Metro Van.

4. What do you like about the Metro Vancouver film scene?

People are pretty open to talk about their works, and it’s nice how the infrastructure of Metro Van is. Everyone’s not too far away from each other so it’s easy to find and access friends to help with production. Great community.

5. How do you feel about jury fees for film festivals?

I think they’re fair, to pay for the time it takes to screen films and make sure the ones submitted are of par. It’s a shame though because most of us put in all our budget to make these films and end up having barely any money to pay for these fees.

6. How do you feel about a $20 jury fee for a film festival?

Fair price, but depends on the size of the film festival. Honestly students will always end up finding the money to pay jury fees though.

7. How do you feel about an $80 jury fee for a 5 student team for a film festival?

Group fees are cash grabs in my opinion but it is technically a good deal. Again, students will always end up finding the money to pay jury fees.

8. Do premieres matter much? Or do you treat it as another place to get screen time/publicity for a film?

For students, premieres are really important because it is their “first works” but at the same time they just want some publicity.

9. How do you feel about where your films are shown, does it matter? Or is any exposure good

For students I would say they just want some exposure, and that’s why they usually submit across Canada like Toronto to get a bigger audience.

10. How do you feel about film festivals undergoing certain themes (ex. Environmentalism, about the city, etc.) opposed to film festivals with no theme?

Themes are fun, it gives more challenge to the students but at the same time a lot of students have their own messages that they have to put in the back burner and wait for the right time to use them.