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Excerpts from The Community Cultural Planning Handbook: A guide for
community leaders
by Craig Dreeszen,
Ph.D.
In hundreds of American municipalities and counties, community cultural planning has assessed
community needs and developed strategies to strengthen the arts and communities. This paper defines
cultural planning, identifies common types, describes methods, and presents a checklist of
community readiness for planning.
Cultural planning is a public process in which representatives of a community undertake a
comprehensive community assessment and planning process that focuses on arts and cultural
resources, needs, and opportunities. Sometimes the planning is narrowly focused on the needs of
artists, arts organizations and audiences. Increasingly, cultural planning considers the role of
culture in resolving broader community needs.
A Definition Community cultural planning:
- Structured, community-wide fact-finding and consensus-building process;
- To identify cultural resources, community needs, and opportunities; and
- To plan actions and secure resources to respond.
Types of Cultural Plans
There are six common categories of cultural plans with three less common variations.
SIX COMMON TYPES |
DESCRIPTION |
EXAMPLES |
Comprehensive community arts and cultural plan (or cultural plan) |
Community-wide plan for broadly defined arts & culture: arts, humanities,
ethnic cultures, festivals, historic preservation, community development, social service, open
spaces, economic development, etc. |
Northampton Cultural Plan, MA |
Community cultural assessment |
Comprehensive identification and analysis of a community's cultural resources and
needs. |
Yuma, AZ |
Specialized arts or cultural assessment |
Assessment of specific factor, e.g., economic impact, feasibility study for
fundraising campaign or facility development, market research, etc. |
San Antonio Economic Impact Study |
Comprehensive community or state assessment & specific-agency plan |
Assessment of needs is community-wide and comprehensive but plan is specific to the
sponsoring local or state arts agency. |
United Arts Strategic Plan, Raleigh NC |
Specific-issue cultural plan |
Community-wide plan focuses upon a single arts discipline or cultural development
issue (e.g., theater, diversity, or education). |
Market Street Art in Transit Plan, Portland OR |
Specific-district cultural plan |
Plan considers only one geographic portion of community (downtown or
neighborhood). |
Tucson Cultural District plan |
LESS COMMON TYPES |
|
|
Community arts plan |
Municipality or county-wide plan for a community's artists, arts organizations,
audiences, arts education, funding, and facilities. |
Phoenix Art Plan |
Regional cultural plan |
Plan for multiple municipalities or counties. |
ArtsPlan Portland, OR |
Cultural component of municipal general plan |
Arts and culture are integrated as a section or overall concern of a city master
plan. |
Lewiston, ME |
Typical Sequence of Cultural Planning Steps
1. Pre-planning |
Assess need and readiness for planning:
-- Gather cultural and civic leaders to discuss the cultural planning concept, methods, costs,
benefits, and feasibility.
-- Clarify reasons for planning.
-- Evaluate potential for funding the planning and the administrative capacity of the agency
(often a local arts agency) responsible to manage the planning.
-- Contact municipal or county planning agency and other public or private entities doing
community assessment or planning. Get organized:
-- Identify and recruit community leaders to serve on steering committee.
-- Secure authorization from elected officials for planning.
-- Mayor (or equivalent) appoints planning steering committee.
-- Raise planning funds (may be done earlier in the process).
-- If needed, issue request for proposals (RFP) for consultants, contract with consultant.
-- Develop detailed work plan. |
2. Assess |
-- Consultants and/or volunteers identify information needs and sources, collect existing
information (census reports, school data, recreation or historic preservation studies, economic
development reports, social service studies, other plans, etc.).
-- Collect new information with interviews, focus groups, public meetings, surveys (mail or phone
to targeted constituents, (e.g., artists or arts leaders, and/or representative-sample polling of
population), and, if needed, specialized studies (e.g., economic impact, market research, folklife
study, assessment of cultural organizations, etc.).
-- Analyze information with qualitative and quantitative analysis.
-- Quantitative: Analyze numeric data (survey results) with counts, averages, identification of
patterns and clusters of data; note most frequent responses; cross tabulate (e.g., compare
non-attenders' media habits with arts-attenders); do tests to determine statistical significance of
results (some apparent survey results are merely the workings of chance).
-- Qualitative: Identify patterns and themes in transcripts of interviews, focus groups, and
public meetings and in narrative responses to open-ended survey questions. Similar statements can
be coded and then counted (e.g., "80% of those interviewed mentioned the library as a key cultural
resource.").
-- Identify a few key issues for planning in an interim assessment report. |
3. Goal setting and plan writing |
-- Organize a task force for each key issue to generate and evaluate alternative
solutions, then express intentions as goals and objectives.
-- Alternatively, consultants make recommendations.
-- Convene public hearings to review draft plan.
-- Circulate draft plan to opinion leaders and assessment interviewees.
-- Steering committee negotiates and refines final goals.
-- Identify key responsibilities, time lines, and funding or (more often) leave implementation up
to individual initiative.
-- Write final plan (often a summary version for wide distribution and a more detailed plan for
policy-makers and cultural leaders).
-- Steering committee formally votes to approve the plan and then disbands.
-- Design, publish, and distribute the plan. |
4. Implement |
-- Present the cultural plan for adoption by municipal or county government, school
board, planning commission, affected cultural institutions.
-- Raise funds to implement plans (may be done concurrently with planning).
-- Issue press release and celebrate the plan's publication.
-- Present the plan to civic and cultural organizations affected by the plan and encourage each
agency to make their own plans to participate in implementation |
5. Monitor and evaluate |
-- Plan to monitor progress to encourage plan's implementation.
-- Often the local arts agency is charged to oversee implementation and monitor progress (plans
with specific short-term outcomes and time tables are more readily evaluated than those with only
general goals).
-- Steering committee may be reconvened annually to evaluate progress and suggest "course
corrections."
-- The same methods used in the community assessment can be applied on a smaller scale to evaluate
results. Interviews, focus groups, and public meetings can help determine what actions have been
taken. Such inquiries will also encourage community leaders to renew their commitment to implement
the plan. -- Periodic monitoring and updating can make an Ôevergreen' plan that adapts to
remain current over the years.
-- Consider asking an evaluation consultant to formally assess the plan's implementation.
-- Some communities later conduct specific-issues plans (e.g., cultural facilities, cultural
tourism, or cultural equity). |
Check list for community readiness for cultural planning
- Is political support for cultural planning likely? Would the mayor, county commissioner or city
manager endorse the planning and issue a formal invitation for people to join the steering
committee?
- Will planning participants reflect the community's diversity? Can you avoid the common pitfall
of asking the social and economic elite to speak for the whole community? Authentic planning
requires input from large and small cultural organizations, various ethnic groups, educators,
businesses, and community groups. The most thorough plans sample opinions of arts advocates and
non-attenders.
- Are funds available to pay the costs of planning? Is there interest from local government,
business, and private funders in cultural planning?
- Is it likely that funds can also be raised to implement planning recommendations?
- Is there support for planning from the community's arts and cultural leaders?
- Is there a capable, willing agency with enough staff time and management capacity to act as
administrative and fiscal agent for the planning process? You'll need a fiscal agent for planning
funds, desk, filing system, phone, mailing address, access to photocopier, and administrative
support.
- Do you have access to local research and planning expertise (city planner, university faculty,
etc.?) If not, you may need to rely more on consultants.
- Have there been positive community experiences with planning? Positive results from a
successful economic development, historic preservation or recreation plan helps. Conversely,
unsatisfactory experiences with other plans hinders additional planning.
- Can you answer the question, "Why do we want to do a cultural plan now?"
The Community Cultural Planning Handbook is available from the Arts Extension Service,
University of Massachusetts Amherst.
http//www.umass.edu/aes
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