CITY OF MONCTON Cultural Plan · Within the context of this cultural plan, the term culture...

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CITY OF MONCTON Cultural Plan PUBLIC REPORT NOVEMBER 2016

Transcript of CITY OF MONCTON Cultural Plan · Within the context of this cultural plan, the term culture...

Page 1: CITY OF MONCTON Cultural Plan · Within the context of this cultural plan, the term culture includes arts, culture and heritage. With this understanding, culture is about the past,

CITY OF MONCTON

Cultural PlanPUBLIC REPORT

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Moncton City Hall655 Main StreetMonctonNew BrunswickCanada E1C 1E8Tel: [email protected]

CITYOFMONCTON l VILLEDEMONCTONmoncton.ca

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Table of Contents

Mayor’s Message 4

Word from the Co-Chairs 5

Creativity, Culture and Diversity: Creating Atlantic 7

Canada’s “Cultural Capital”

Capitalizing on Culture 11

Cultural Board 12

Cultural Assets Mapping Project 13

Key assets by the numbers 14

The Community’s Voice 15

Cultural Plan 2016-2026: Seeing the Future 16

Through a Cultural Lens

4 Key Strategic Objectives 17

Creating a Defined Cultural Identity for the City 17

Keeping Track 17

Conclusion 18

Acknowledgments 18

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Mayor’s Message

On behalf of Moncton City Council and the Moncton Cultural Board, I am pleased to present the 2016-2026 Cultural Plan.

Over the past decade, there has been growth, maturity and keen interest in our community regarding the importance of “culture” in our daily lives. Since the adoption of our city’s first plan in 2010, and through community-based initiatives, our landscape has been significantly enhanced.

The definition of culture can vary widely, but for Moncton residents, it translates into a

collective identity, diverse in its origins, forming a colourful tapestry of language, arts, built heritage and spaces that inspire.

To build upon the foundation laid in the past 10-15 years, long-term goals and action items were established in this new plan. These goals and actions will positively influence our city’s vibrancy, establishing partnerships between municipal departments that will support a wide range of initiatives, as well as with the many motivated community groups.

As the 2016-2026 Cultural Plan is implemented, I am confident that Monctonians’ curiosity, creativity and open-mindedness will support increasingly contemporary and unique cultural offerings, all the while celebrating and showcasing pride in our heritage.

I hope you will join me in this adventure!

Dawn ArnoldMayor

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Word from the Co-Chairs

We are delighted to present you with this Cultural Plan, which will, if fully implemented, make Moncton the cultural capital of all of eastern Canada.

Moncton has always been able to reinvent itself. Initially a business and shipbuilding centre, it went on to boast one of the largest rail station in the Maritime provinces. Later, it was recognized as a hub of retail distribution.

More recently, and much to its benefit, Moncton declared itself a bilingual and multicultural university city. It has been able to welcome multiple waves of immigrants: European, Asian, African and Arabic people have come, each in their own way, to enrich the social fabric of our city. Moncton is able to welcome and integrate, but also knows how to benefit from this diversity. With its Cultural Plan for the next decade, Moncton is reaffirming its ability to innovate and invent. This plan, the result of broad consultations, gives our city all the tools it needs to become the cultural capital of not only the Maritimes, but all of eastern Canada.

With our two official languages, multicultural population and the valuable contribution of Aboriginal peoples, Moncton can reinvent itself yet again and expand far beyond its past borders.

Following in the footsteps of pioneers, farmers and builders—both men and women—are the artists, our creators who will forge Moncton’s new identity as a cultural capital!

Louise Imbeault and Kim RayworthCultural Board

Kim Rayworth

Louise Imbeault

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MONCTON

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MONCTON

Creativity, Culture and Diversity: Creating Atlantic Canada’s

Cultural Capital

“Traditionally, a community’s “livability” has been defined by the quality and

accessibility of its services as well as the pace of its growth. However, over the last decade a new perspective has emerged which recognizes the role that creativity,

culture and diversity plays in the quality of a community’s offerings.

Culture refers to the shared experiences that shape the way a community defines and expresses itself. This can be represented through art and entertainment as well as though other factors such as public spaces and municipal policies. The

importance that a community gives culture plays a significant role in how it perceives itself and how it is perceived by the outside world.

Within the context of this cultural plan, the term culture includes arts, culture and heritage. With this understanding, culture is about the past, present, and future. It is about creative expression and life-long learning, and it is about community

identity and sense of place. Heritage, arts, education, wellness, leisure, community diversity, and economic development are all fundamental to the cultural equation.

Culture also has a very real impact on economic opportunity. Cities with diverse cultural and entertainment offerings attract and retain skilled individuals which,

in turn, increases business investment. In fact, it is often a city’s cultural offerings that define its attractiveness to tourists, business travelers, retirees and millennials

who are now looking to establish themselves.

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Cities across the globe, including Moncton, recognize the impact that developing all facets of culture can have on a community’s social and economic wellbeing. These facets include:

Creative IndustriesCities are seeing innovative and idea-based industries growing alongside traditional business sectors.

Cultural EntrepreneurshipThere is a new and growing segment of idea-driven entrepreneurs who run creative industries, push competitive boundaries and compete in the knowledge-based economy.

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Cultural Tourism One of the fastest growing segments of the global tourism markets. Seizing opportunities in this sector has a direct economic impact.

SocialChangeCities that recognize the diverse cultures that exist within their communities are more successful at implementing social change.

Diversity and inclusivenessCommunities that embrace cultural diversity are more attractive and globally competitive.

Quality of lifeThe economic benefits of cultural development impacts community wellbeing and enables a better quality of life for residents from all income levels and backgrounds.

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With its rich Acadian heritage and solid European roots, Moncton has long been known as a community that has proudly celebrated its dynamic culture through language, music, art, heritage preservation and cuisine. In recent years, Moncton has become increasingly diverse as greater numbers of immigrants and newcomers have called the City home. With a

population growth of 9.7% — nearly twice the national average - it is also one of the only cities in Atlantic Canada that is attracting newcomers. Given this, the need for a long-term cultural plan has become even more pronounced.

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Capitalizing on CultureMoncton’s new Cultural Plan (2016-2026) offers a bold vision for the future – to become the “Cultural Capital” of Atlantic Canada. Through the pursuit of artistic excellence, a collaborative approach to cultural development and a strong commitment to diversity, the City’s strategy focuses on maximizing cultural opportunities as a way to enhance community wellbeing and increase economic prospects.

This groundwork was laid in 2010, with the creation of its first Cultural Plan (2010-2015). This five-year strategy was designed to discover what cultural assets exist and how they might be used. Within the Plan, eighty priorities were identified, including the need to establish a Cultural Board appointed by the Moncton City Council and create a map of cultural assets.

CITY OF MONCTON

Cultural Plan2016-2026

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Cultural BoardFrom the onset, collaboration has been a cornerstone of the Plan. A Cultural Board comprised of artists, cultural groups, all levels of government as well as the private and voluntary sectors was created. It plays a key role in fostering the important connections needed to engage the community and manage priorities. This has included collaborating on the development of a cultural grants policy, increased public art in the downtown and greater promotion of cultural activities across the City.

Chantale BellemarrePierre Boudreau, CouncillorJeanne-Mance CormierJanice GoguenMichael GranvilleLouise Imbeault, Co-chair

D.J. Joseph René LégèreRobert McKee, CouncillorThomas RaffyKim Rayworth, Co-chair

Cultural Board Members (fall 2016)

Ex OfficioMayor, Dawn ArnoldCity Manager, Don MacLellan (Acting)

Other members of the Cultural Board at the time of the Cultural Plan’s adoption by City Council (June 2016)

Former members: Councillor Paulette Thériault, Roxanne Richard and Paul Vautour

Ex Officios: Former Mayor George LeBlanc and Former City Manager Jacques Dubé

City of Moncton Staff RepresentativesCatherine Dallaire l General Manager, Parks, Leisure, Culture and HeritageBrenda Orr l Director, Resurgo Place, Culture and HeritageJoanne Duguay l Cultural Development OfficerLawren Campbell l Heritage and Culture Coordinator

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Cultural Assets Mapping Project

The Cultural Assets Mapping Project (culturemoncton.ca), the first of its kind in

Atlantic Canada, identified nearly 700 cultural assets within Moncton, including 279 cultural

businesses and organizations. Acadian cultural groups and multicultural groups represent the largest number of community cultural

organizations.

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KEY ASSETS by the numbers

Event zones and urban spaces

CULTURAL businesses+ organizations

279Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

Media Theatre Festivals Museums + Libraries

Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

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Dance Visual Arts Music Literary Arts

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Dance Visual Arts Music Literary Arts

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Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

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Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

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Dance Visual Arts Music Literary Arts

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Dance Visual Arts Music Literary Arts

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Dance Visual Arts Music Literary Arts

Natural Heritage Cultural Heritage Community Facilities Design

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Dance Visual Arts Music Literary Arts

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Dance Visual Arts Music Literary Arts

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Dance Visual Arts Music Literary Arts

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Dance Visual Arts Music Literary Arts

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Recurring festivals and events, including46musical festivals 12

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Diversity and Inclusion There is a desire towards the development

of a more inclusive approach that encourages cross-cultural conversations

and exchange through events and activities. In addition, continued promotion of the

harmonious coexistence of Anglophone, Francophone and Aboriginal groups, along

with the other multicultural groups was strongly encouraged.

Success and Civic EngagementIf the City is to become the “cultural capital” of

Atlantic Canada, then the City and its partners must effectively build and grow its legacy festivals and

events, as well as promote them beyond provincial borders.

Cultural TourismAs Canada’s only officially bilingual City, Moncton has

much to offer the cultural tourism sector. It was suggested that the City’s unique experiences, such as the tidal bore of the

Petitcodiac River and Magnetic Hill, must be better promoted across the region and worldwide.

Downtown RevitalizationIn order to support a growing cultural community, downtown

revitalization is believed to be a key priority. As the centre of heritage, entertainment and business, Moncton’s downtown plays a critical role

in helping to set the tone for how culture is received throughout the rest of the community.

Cultural Lens and Decision-MakingIn order to capture Moncton’s many cultural opportunities, it must

implement processes that incorporate culture at all levels. The City was encouraged to view all its planning and development through a cultural lens

to ensure that cultural planning does not occur in isolation.

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Another significant accomplishment under this Plan was the completion of a series of information surveys that targeted residents and community groups. One-on-one interviews, an online survey, a bilingual cultural forum as well as Council and committee workshops were used to gain information to be used in the new Plan.

Input from more than 200 individuals brought forth eleven emerging theme, for the City to address. Of those, there were five notable themes:

The Community’s Voice

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Nl Is known as the “Cultural Capital” of

Atlantic Canada. A rich, diverse and sustainable community where people and businesses are proud to live, work, learn and play.

l Engages and inspires cross-cultural communication in all its municipal planning.

l Sees strong, creative cultural industries as major economic drivers in a thriving creative economy, to be an environment that attracts talent and investment regionally, nationally and internationally.

l Infuses a ‘culture of design’ in its decision-making, producing a city that boasts a lively downtown with beautiful and engaging places throughout the community.

l Embraces heritage preservation by connecting the past to the present.

l Leads the way in integrating culture into all facets of planning and decision-making.

CULTURAL PLAN 2016-2026 Seeing the Future Through a Cultural LensThe City’s new 10-year Cultural Plan is a forward-thinking document that builds on the original strategy as well as its recent survey findings and stakeholder consultations. It balances big picture goals with the practicalities of municipal decision-making as a way to successfully fulfill its mandate. By 2026, successful implementation of the Cultural Plan will identify Moncton as a city that:

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To achieve this vision, four key strategic objectives have been outlined for the 2016-2026 Cultural Plan:

Investing in Culture Investment begins with raising awareness about the City’s commitment to growing the cultural opportunities that residents can experience. It means creating an environment at City Hall and other municipal facilities, that makes it easier for cultural activities to take place and to be celebrated. This includes investing in existing cultural facilities, encouraging greater community involvement as well as simplifying processes to make it easier for programming to occur.

Developing Supportive Policy for CultureMunicipal departments must make the Cultural Plan front and centre when developing policy and making decisions. This means that all resolutions should be reviewed through a cultural lens to consider the immediate and long-term impact they will have on cultural vibrancy and identity.

Using Creativity and Culture to Drive Innovation and Economic GrowthCulture is a powerful force, that when promoted correctly, is an effective tool to bring people and investment to the City. This can be achieved through an attraction strategy that advocates for the creation of space for cultural industries and promotes the positive economic impact they will have.

Creating an Environment where Enhanced Cultural Activities Can Take PlaceWith Moncton’s location at the centre of Atlantic Canada, it is perfectly positioned to attract cultural tourism from diverse audiences as well as from across the region. Developing an action plan and communications tools to raise the profile of cultural events is the first step to creating a more culture-friendly environment.

Creating a Defined Cultural Identity for the CityMoncton is rich in culture but has no identifiable brand to promote that message across the province and elsewhere. Moving forward, developing a unique cultural brand will be an important part of defining what the City has to offer to residents and visitors.

Keeping TrackTo ensure the Plan is on track, the City is following Social Return on Investment (Social ROI) as well as performance guidelines developed by the Canadian Urban Institute in 2011. The Performance Measures Guidebook is a valuable tool that outlines key indicators and performance measures to help municipalities evaluate the effectiveness of their cultural plans. Furthermore, an annual Report Card will update Council and the community at large on the City’s progress.

In the short term, Moncton will report on data already being collected with future plans that the City and Cultural Board may provide greater insight through new data and other findings.

4 KeyStrategic Objectives

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NANCY JUNEAU, Consultation Point de Mire18

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ConclusionA Decade of Cultural Development

The introduction of this new 10-year Cultural Plan is a major step forward in allowing the City to maximize and grow its cultural offerings.

The success of Moncton’s new Plan hinges on commitment and collaboration between the municipal government and the greater community. With the City championing a more culturally diverse and inclusive community, and with residents and community groups doing their part to support cultural activities and initiatives, Moncton is well on its way to seeing its plan succeed.

The growth of Moncton’s unique cultural offerings will mean a more resilient economy, a richer community life for residents and the pride of living in what may, one day, be known as “Atlantic Canada’s Cultural Capital.”

AcknowledgmentsThe City of Moncton would like to recognize the valuable participation of those consulted, who were instrumental in the development of the Cultural Plan — artists, residents, cultural and heritage organizations, community groups, economic development partners, event organizers, Moncton City Council, the City of Moncton Cultural Board and the Heritage Preservation Review Board.

GEORGE LEBLANC, former Mayor

PAULETTE THÉRIAULT, Councillor

ROXANNE RICHARD, former Cultural Development Officer for the City of Moncton

JACQUES DUBÉ, former Moncton City Manager

GREG BAEKER AND JASON DIAS, MDB Insight

The City of Moncton extends special thanks to:

MARIAM MESBAH, Writer