NOVEMEBER 20, 2014

PACE MARKET RESEARCH REPORT

ALISON BESECKER, BRITTANY CHERWENIUK, DENNIE HAMALUIK, JULIEN FISHER
MACEWAN UNIVERSITY

PACE Market Research Report

Table of Contents
MARKET RESEARCH REPORT .................................................................................................................................. 2
Executive Summary ...............................................................................................................................................2
Problem ID/Definition ...........................................................................................................................................4
Methodology .........................................................................................................................................................4
Population Survey .............................................................................................................................................................. 4
Questionnaire ..................................................................................................................................................................... 5

Findings, Analysis and Recommendations ............................................................................................................6

Findings and Analysis ......................................................................................................................................................... 6
Advocacy ............................................................................................................................................................................ 7
Communication .................................................................................................................................................................. 8
Connection ......................................................................................................................................................................... 8
Resources, Collaboration, and Engagement ....................................................................................................................... 9
Focus ................................................................................................................................................................................ 10

Recommendations ..............................................................................................................................................11
Advocacy .......................................................................................................................................................................... 11
Communications & Connections ...................................................................................................................................... 11
Focus ................................................................................................................................................................................ 12

APPENDIX A ......................................................................................................................................................... 13
Appendix 1 ..........................................................................................................................................................13
PACE QUESTIONNAIRE .................................................................................................................................................13
Appendix 2 ..........................................................................................................................................................18
PACE QUESTIONNAIRE THEMES AND CODES KEY ...............................................................................................................18
2.1 - Questions 3-6 and 15 ............................................................................................................................................... 18
2.2 - Question 8 ................................................................................................................................................................ 19
2.3 - Question 12 and 13 .................................................................................................................................................. 20

Appendix 3 ..........................................................................................................................................................22
QUESTION 9 GRAPH BREAKDOWN...................................................................................................................................22
3.1 .................................................................................................................................................................................... 23
3.2 .................................................................................................................................................................................... 24
3.3 .................................................................................................................................................................................... 25
3.4 .................................................................................................................................................................................... 26
3.5 .................................................................................................................................................................................... 27
3.6 .................................................................................................................................................................................... 28

Appendix 4 ..........................................................................................................................................................29
QUESTION 3 BAR GRAPH ............................................................................................................................................29
Appendix 5 ..........................................................................................................................................................30
QUOTES AND REFERENCES FROM COMPLETED QUESTIONNAIRE ............................................................................................30
5.1 .................................................................................................................................................................................... 30
5.2 .................................................................................................................................................................................... 30

APPENDIX B is attached as a separate excel document due to the large size of tables.

PACE Market Research Report

MARKET RESEARCH REPORT

Executive Summary
In the interest of answering the question, What are the expectations and needs of current
Professional Arts Coalition of Edmonton (PACE) members?, a 24-question online survey was
sent out to all current PACE members. Out of 119 e-mail surveys that were sent out, there were
44 respondents. The results revealed some key themes. Respondents indicated that they would
appreciate being more thoroughly informed of PACE activities. A substantial majority of
respondents indicated that they value PACEs arts lobbying efforts most when compared to a list
of PACEs primary activities. One thing that stood out in how the respondents answered the
questions was that they did not have a clear understanding of PACEs purpose. Though the
majority of members spoke positively about PACE, there were many different ideas about what
they should expect from PACE along with uncertainty about the benefits to members. It is
recommended that PACE develop a clear focus, perhaps including a mission and vision, and
make the focus clear to all members of the coalition. Starting with a mission and vision will
allow the purpose of PACE to become more clear to PACEs executive board, to its members,
and to the public. This action will give PACE guidance for future strategic planning and allow
PACE to then develop more tangible member benefits. Respondents were not willing to offer
much in regards to an expansion of PACE services. When asked directly how they would be
willing to support an expansion of PACE services, most respondents indicated that they were
willing to give them some promotional support by sharing PACE initiatives throughout their
personal networks of members and followers; this is an invaluable resource. In regards to
advocacy, PACE should develop and maintain proactive campaigns and information
dissemination rather than be reactive to issues in the environment. Additionally, PACE should
put more effort into keeping the momentum going with public awareness campaigns like
#YEGVOTESARTS as to keep members energized and informed. In regards to communication
and connection between PACE, PACE members, and the community, it is recommended that
PACE ensures the PACE website is up to date, that PACE newsletters are more frequent, that

PACE Market Research Report

social media is used to its full advantage, and that low key, low pressure events are developed to
encourage members to interact on a less professional level. These efforts will foster ongoing
communication and community building within the organization, and allow the members to
interact with each other and the community in a more meaningful way.

Synopsis
Since its conception in 1986, the Professional Arts Coalition of Edmonton (PACE) has
been a leading voice for advocacy for the arts and cultural sector in the capital region. PACE
collects and bolsters the voices of arts and cultural organizations in the area and allows these
organizations to stand united in their advocacy efforts. PACE also creates opportunities for
artists and arts organizations to interact with prominent politicians and business leaders in the
community. One such opportunity is PACEs primary fundraiser for the year: The Mayors
Celebration for the Arts (MCA). The MCA is a yearly event that gives the opportunity for local
artists to be recognized by the mayor, city councillors, and the community while it also promotes
the importance of the arts sector as a whole. There is a lot of campaigning and fund development
that goes along with the MCA, including a number of corporate challengers who compete to
see who can give the most money to support the arts in the capital region. Each year the MCA
proceeds are split between an arts charity of the Mayors choosing and PACEs yearly operating
budget. Also, during the last municipal election, PACE partnered with the Provincial Arts
Service Organizations (PASOs) to run the #YEGVOTESARTS campaign. This initiative
conducted interviews with many candidates in regards to their arts platforms and where they
stood on issues relevant to the capital regions arts sector. PACE then published the responses on
their website. This resource helped arts organizations, independent artists, and capital region
voters navigate through each candidates rhetoric and better understand the candidates arts
platforms or lack thereof. In 2009 PACE collaborated with the PASOs again to create awareness
of the importance of professional arts. Acting as a single voice, PACE and the PASOs conversed
with 43 MLAS to discuss and inform them of the importance of the professional arts within the
Alberta business sector. This dialogue continued to not only establish, but also justify the
continual funding and engagement of the arts and cultural sector throughout the province.

PACE Market Research Report

PACE has one part-time staff member and functions primarily through the work of
PACEs executive planning committee (or board of directors.) There are also three committees
that members can sit on: the advocacy committee, the communications committee, and the MCA
committee. Since PACE is a coalition of professional arts organizations, most of these volunteers
are either independent artists or they are the executive directors of their respective member
organizations. These highly skilled members allow PACEs committees to function with a great
wealth of knowledge and experience of the arts and cultural sector. Though PACE generally has
a high retention rate of its members, they do experience some flux when the aforementioned
executive directors move on from the member organizations. PACE experiences a lower
retention rate among independent artists. PACE would like to see its membership grow in a
substantial way; however, before PACE can increase its membership, it must first ensure that it
is meeting the needs and expectations of its current members. The PACE executive committee
understands that it has limited resources but would like to ensure that the coalitions deliverables
are what the membership wants and expects from PACE. A survey has been completed on their
behalf, the results of which are contained within this report.

Problem ID/Definition
What are the expectations and needs of current PACE Members?

Methodology
Population Survey
Due to the small population size of the PACE membership, it has been decided, in
consultation with PACE, to survey all PACE members: full, affiliate, independent, and student.
The method used to conduct the survey is an email to members including a link to an online
survey. The survey was approved by Hendrik Slegtenhorst, Chair of the Advocacy Committee,
and sent out through PACEs office administrator. Slegtenhorst wrote an email to PACE
members, in consultation with one of the students involved in the study, and the email was sent
out through PACEs primary mail out service with the survey link embedded. The survey was

PACE Market Research Report

signed by Slegtenhorst. This survey was sent out on October 8, 2014 and closed on October 17,
2014. A reminder email was then sent out to those who had not yet clicked on the survey link in
their e-mail three days before the closing date. There were 119 e-mails sent out; however, this
included multiple emails from some organizations, as well as people who had not yet renewed
their PACE membership but said they were going to renew. As of the end of September, the
membership total was 99 members. It should be noted that renewal occurs in October. Forty-four
people responded to the survey and 38 respondents completed the full survey. Given that there
are at least 38 full responses, the findings provide salient information for PACE to be able to use
for future strategic planning. However, with the response rate being less than 23%, it is important
to use this data with caution.

Questionnaire
Based on our pre-test, there were some grammatical errors that were noticed by some
respondents who were aware of the project we were working on; they were concerned we did not
have enough questions to get all of the information we might need. We brainstormed some
additional questions, edited everything, re-organized the questions, and then did some additional
information seeking.
Most people in the second round of pre-testing didnt have much to say. One respondent
was confused about our ranking question, so we rephrased it to say, Rank in order of rather
than Which do you value more? (Please rank.) We examined the questions again and decided
there were a few that could be moved around, and we found some links between the questions
that we had not noticed before. There were still a few more question mark vs. period errors
that we changed at this juncture. Additionally we were advised to change the wording of the
preamble to come from PACE with our assistance, rather than from us in consultation with
PACE. We switched it from the original that introduced us first and indicated that we were
asking these questions for PACE to use in their future planning.
When consulting with PACE to get their approval, we decided that they did want more
information about who was responding to the survey so that they might offer an incentive prize
for people to win if they responded. It was then decided that the incentive would be unnecessary.
Slegtenhorst, also felt the data would be more valuable to PACE if they know where it is coming

PACE Market Research Report

from. He asked us to ask the respondents for their names, organizations, positions and e-mail
addresses. After the approval from Slegtenhorst there was meeting with the executive
community on October 6, 2014 where members of the PACE executive board gave us more
feedback about the survey. With the feedback the questionnaire was tightened up, repetitions
were eliminated, and many please explain boxes on questions were removed (Appendix 1).

Findings, Analysis and Recommendations

Findings and Analysis
Through the qualitative questions, major themes appeared that were reflected in the rest
of the survey. Though cross comparison was done, it did not reveal any significant information.
There were strong themes that became apparent in a large population of the respondents:
advocacy, communication, connection. There were also some minor themes found: collaboration,
resources, and engagement. The answers from respondents indicated they were not aware of
PACEs primary focus or member benefits.
In cross comparing questions, survey results showed that the budget of the organization
and length of time for having a membership had no correlations. However, it became clear when
looking at the type of membership that there was a correlation between type of membership and
member satisfaction. After the survey was completed it was found that independent membership
was broken down by PACE into affiliated membership and full membership. As we did not
notice this discrepancy before the survey, it became necessary when we were grouping
membership types for analysis that the assumption be made that any independent member
respondents are also full members; however, we will continue to refer to them as independent
members. When looking at which activities were most valued by respondents, there is a different
focus between the full members and independent members versus the affiliated members. Full
members and independent members rank PACE activities in this order: art lobbying, candidate
pre-election surveys, and Mayor Celebration for the Arts. These two groups formed the majority
of respondents to the survey. Affiliated members ranked PACE activities in a different order:

PACE Market Research Report

lobbying, information about laws that affect arts organization, and access to PACE networks and
followers. It is interesting to note that only a small number of respondents were affiliate
members in comparison to full and independent members, and that the affiliate members have
different expectations of PACE . There was only one student member who filled out the survey,
so it would be difficult to assess the accuracy of the information in relation to the needs and
wants of this particular type of member.

Advocacy
When respondents were asked to rank PACE resources, the majority answered Arts
Lobbying (ex: Arts at the Assembly, Advocacy Toolkit). Though 58% answered that PACE
represented their organizations needs, in a later question only 48% of respondents believed
PACE had done enough to advocate for them or their organization. According to the long
answer questions, respondents felt that there are specific areas PACE can expand upon: they
would like to see more advocacy efforts towards all levels of Government and an increase in
more specific advocacy efforts. Examples of these types of advocacy were in regards to artists
rights, job creation, and funding assistance (Appendix 2.3). Also respondents indicated that they
would appreciate if PACE could inform them of any law changes that directly affect their
organization. Finally respondents wanted PACE to continue working and building on the efforts
of present and past campaigns. When looking at what resources respondents were familiar with,
all respondents indicated that they were familiar with the Mayor Celebration for the Arts,
however, only 72% of participant knew about arts lobbying, and only 68% knew about the
political candidates pre-election surveys. When asked what activities respondents participated in
and used, 75% of them had attended the Mayor Celebrations for the Arts, 63% accessed the preelection candidate surveys, and only 47% had used arts lobbying. It has becomes clear that
respondents value the advocacy but do not always know all the different facets of advocacy that
PACE participates in, so they believe that more can be done.

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Communication
Communication was a major theme that underlined many of the other responses in the
survey. However, in the long answer questions, it was particularly prevalent. Communication
was the second highest response but highly affected the rest, being seen as a sub code in many
responses (Appendix 3). In question 9, the respondents were asked How well does
PACE...? this question is completed with a variety of activities that are broken into sub
questions and the respondents are required to rate the activities in a question matrix as very well,
well, not well, not at all, and not sure. The answers of not sure ranged from 13-26% on the sub
questions and had an overall rating of 19%. This can be interpreted that not sure is showing a
level of confusion about the activities PACE does and how they interact with their membership;
lack of clarity about PACE mission and vision affected the expectations of the member
respondents. In particular, the sub question asking, How well does PACE inform you or your
organization of PACE member benefits?, 39% of respondents chose less than well and 13%
chose not sure, together equalling 52%. In response to How well does PACE ensure you and
your organization are aware of laws and law changes relevant to you or your organization?,
55% of respondents answered less than well and 26% responded not sure. When comparing
these results to the qualitative data collected on a question that asks about areas where PACE can
improve, 30% said that communication was insufficient, and 70% said that the distribution of
information needed improvement. The need for better communication is a strong theme that
affects many other aspects of PACE, and respondents made it abundantly clear this is an area
that needs attention.

Connection
Respondents indicated that connection on various levels was something they were
interested in. The levels of connection respondents wanted to improve are PACE to member,
PACE to community, PACE to government, member to member, and in-general, more
opportunities for connection (ie. luncheons, or pub nights). That being said, PACE is valued
among its members with 86% of respondents planning on renewing their memberships. PACE
can better utilize its membership in to support campaigns and expand memberships. Fifty-two

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percent of members are willing to support PACE through promotional support, this a way to
connect with members and gain support by keeping them updated through word of mouth and
social media. Seventy-one percent of respondents would (likely and very likely) recommend
PACE to other organizations. Fifty-five percent of respondents indicated that they joined PACE
to develop community partnerships. When compared to the question, How well does PACE
allow you to make use of PACE's network of members and followers?, half of respondents
answered well and better than well. There were also some areas in which respondents believed
PACE could improve services and be seen as more active in their community. In the results,
increased connection was a prominent theme split evenly between the following sub categories:
the interaction between PACE and its members, PACE acting as an intermediary for introduction
between its members and other members, and finally increased opportunities for members to
interact with outside organizations. Some examples were to have specific group meetings, low
key functions, and one-on-one meetings between PACE and members. When respondents were
asked if the Mayors Celebration of the Arts ties in with other PACE activities, 69% said yes. In
the questions comments 33% of respondents stated PACEs relevance in creating and
strengthening community awareness and relationships (between members and PACE, members
and government, as well as members to the private and public sectors). Having a stronger
connection inside PACE and in the community is something that respondents indicated was
important. Some possible ways to better connect are through resources, collaboration and
engagement.

Resources, Collaboration, and Engagement

A few minor themes emerged about resources available to members, collaborations and
engagement among PACE, PACE members, and the general public.
A few examples signified that members wanted PACE to engage more with the arts community.
Respondents stated that more engagement would help the public become more aware of PACEs
advocacy initiatives and that PACE just needs to tell people more and perhaps widen the
opportunities for people to engage, such as promoting memberships for individual artists and
members of the public (Appendix 5.1). This notion of higher engagement once again ties back
to the more fundamental issue of communication.

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Throughout the written response questions, a few respondents stated that they hoped
PACE would be a mediator between members. For example, a small arts organization was in
need of a venue and hoped PACE could provide them with a list of members who had venue
space available (Appendix 5.2). However, this mediation between members is not a primary
focus of PACEs advocacy initiatives, which it seems has not been clearly communicated to the
members.
It was clear from both questions 12 and 13 that respondents felt PACEs resources could
be developed more thoroughly and with higher efficiency. Question 14 support this finding with
only 10% of respondents stating that they do not believe PACEs services/resources are in need
of an expansion. A few respondents made it clear they thought that too many of PACEs
resources are invested into the MCA and would rather see them more directly allocated to
advocacy initiatives. Perhaps these members are not aware that the MCA is where a number of
PACE resources come from. These sub-themes connect to the bigger theme of communication
with PACE and its members so that they better understand what PACE is doing, when, and
why.

Focus
Though no one mentioned focus specifically, the responses from questions 12 and 13
along with the amount of respondents who chose not sure in question 9 start to paint a picture
that respondents are not entirely sure of what PACEs main focuses are. Fifty-three percent of
respondents indicated that they were either not well informed of member benefits or they are not
sure if they were well informed of member benefits. Although no respondents directly stated that
they were unaware of PACEs main focus, response to questions 12 and 13 indicate that some
members are not entirely certain of what that focus truly is. Some of the examples or suggestions
the respondents provided were out of the scope of what PACE is doing as an organization.
Though only 3% of respondents indicated that they were unaware of what resources PACE
offers, it would seem there are a many respondents who are unaware of PACEs primary
objectives and goals.

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11

Recommendations
Advocacy
When respondents ranked PACE services in order of importance, arts lobbying was
ranked first by an overwhelming majority. Respondents indicated that advocacy was an area that
PACE needs to enhance or focus more of their resources on. Responses suggest proactive rather
than reactive advocacy. Respondents found initiatives such as #YEGVOTESARTS useful, but
they would like there to be more ongoing initiatives that take place year round. Staying on top of
important law changes that affect members (ex: Temporary Foreign Workers Act) and making
sure to inform members so that they have enough time for proper actions to be taken should also
be priorities. To respond to this need, PACE could increase communication on law changes that
will affect PACE members, which advocacy efforts are currently happening, and potential
member benefits. Members need a clear description of PACEs advocacy activities. Each
member organization has specific advocacy needs; obviously PACE cannot cater to all of them.
Perhaps the use of an open channel for members to contact PACE with specific needs and
requests could be established.

Communications & Connections

When asked what PACE could be doing to serve them better, respondents indicated that
they would appreciate more open lines of communication between PACE and PACE members.
Making sure that members know that there is a newsletter and how often it comes, as well as
making sure PACEs contact list is up-to-date would be very helpful in making members feeling
more connected to PACE. Allowing for ease of access to information that is up to date for the
members through the PACE website, social media resources, and phone would also be beneficial
to members. Respondents asked for ease of access to information, and a well-designed and
updated website is a viable and cheap step to help fulfill members needs. Facebook is utilized
well, but other platforms could also give PACE a stronger presence, bolster their voices, and
provide better communication for members and the community. Also members communicating
with other PACE members is something that respondents indicated was important. Having more

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12

social gatherings for PACE members outside the Mayor Celebration for the Arts would allow the
opportunity for members to interact with each other more often. An example would be to have
small informal gathering for members like a luncheon or pub night this would give members a
chance to get to know each other. There is also the potential for more casual gatherings that still
maintain an advocacy theme for everyone to discuss. Members and their organizations are
invaluable resources to PACE; they can be utilized more thoroughly through word-ofmouth, individual promotion of PACE as an organization and individual campaigns.

Focus

We recommend establishing a clear focus on what the purpose of PACE as an

organization is. The focus should be clear to the members and the public in terms of exactly what
PACE does and what PACE member benefits are. Having a clear purpose can be, achieved
through having a mission and vision for the organization along with a clear outline of the
benefits to members. The mission and vision will allow for a better understanding of the role
that PACE has within in the capital region and in the arts community as a whole.

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APPENDIX A
Appendix 1
PACE Questionnaire

1) Which of the following options best describes you or your organization's discipline.
o Arts Community Support
o Crafts
o Dance
o Literary arts
o Marketing
o Media Arts
o Music
o Theatre
o Visual arts
Other:

1) Which of the following options best describe you or your organization's primary function in this
discipline?
o To disseminate
o To present
o To produce
o To research and create
o To support
Other:

3) Why did you join PACE?

o
o
o
o
o
o

Other:

To develop community partnerships

To participate in arts advocacy
To use PACE advocacy resources for myself or for my organization
To Support PACE as an organization
To receive a discount on tickets for the Mayor's Celebration for the Arts
To have my name or my organization's name listed on the PACE website, in the Mayor's
Celebration of the Arts printed program, and to make use of PACE's social media
connections

PACE Market Research Report

4) What PACE resources are you familiar with?

o Mayor's Celebration of the Arts
o Candidate pre-election surveys (ex: #YEGVOTESARTS)
o Arts Lobbying (ex: Arts at the Assembly, Advocacy Toolkit)
o Information about laws that affect arts organizations
o PACE's network of members and followers
o I don't know what resources PACE offers

5) What PACE resources and activities do you make use of or participate in?
Please check all that apply.
o
o
o
o
o
o
o

Mayor's Celebration of the Arts

Candidate pre-election surveys (ex: #YEGVOTESARTS)
Arts lobbying (ex: Arts at the Assembly, Advocacy Toolkit)
Information about laws that affect arts organizations
Access to the network of PACE members and followers
I dont know what resources PACE offers
None

Other:

6) Please rate the PACE resource in order of its importance to you or your organization.
Click and drag to rank in order of importance, putting the most important at the top, and the least
important at the bottom.

Mayor's Celebration of the Arts

Candidate pre-election surveys (ex: #YEGVOTESARTS)
Arts Lobbying (ex: Arts at the Assembly, Advocacy Toolkit)
Information about laws that affect arts organizations
Access to the network of PACE members and followers

7) Did you attend the Mayor's Celebration of the Arts in 2014?

o Yes
o No

8) Do you feel like the Mayor's Celebration of the Arts ties in with other PACE activities?
o Yes
o No
Please Explain:

14

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15

9) How well does PACE:

Very Well

Well

Not Well

Not at all

Not Sure

Meet you or your organization's

expectations?
Represent you or your
organization's advocacy needs?
Inform you or your organization of
PACE member benefits?
Ensure you and your organization
are aware of laws and law changes
relevant to you or your
organization?
Allow you to make use of PACE's
network of members and followers?
10) Do you feel as though you or your organization are able to interact with PACE in a meaningful
way?

11) Do you feel as though PACE has done enough to advocate for you or your organization?

12) In regards to you or your organization's advocacy needs, what can PACE do to improve its
services?

13) How would you like to see PACE become more active in your community?

14) In what way would you be willing to support an expansion of the services that PACE offers?
o Volunteer hours
o Financial support

PACE Market Research Report

o
o
o
o

Promotional support (ex: share through social media and word of mouth)
In what way would you be willing to support an expansion of the services that PACE
offers?
I would love to see an expansion of services, but I cannot offer support right now
I don't think an expansion of services is necessary at this time

Other:

15) How long have you or your organization been a member of PACE?
o Less than a year
o 5 years
o 5 - 10 years
o 10 - 15 years
o More than 15 years
16) Are you or your organization planning on renewing your PACE membership?
o Yes
o No
Please explain:

17) How likely are you to recommend a PACE membership to another organization?
o Likely
o Very likely
o Unlikely
o Extremely unlikely
Please explain:

18) Please select the type of PACE membership you currently hold.
o Student
o Independent
o Affiliate
o Full

16

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19) The answers to these final questions would be very helpful for PACE to get back to you about
your specific needs. If you would prefer to remain anonymous feel free leave any of them blank.
20) What is your name?

21) What is your e-mail address?

22) If you are replying on behalf of an organization, which organization?

23) What is your position at this organization?

24) What is your organization's yearly budget?

o Under $100 000
o $100 000 - $500 000
o $500 000 - $1 000 000
o Over $1 000 000
o Not Applicable

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Appendix 2
PACE Questionnaire Themes and Codes Key
2.1 - Questions 3-6 and 15
3) Why did you join PACE?
1.
2.
3.
4.
5.

To support PACE as an organization

To participate in arts advocacy
To develop community partnerships
To use PACE advocacy resources for myself or for my organization
To have my name or my organization's name listed on the PACE website, in the Mayor's
Celebration of the Arts printed program, and to make use of PACE's social media connections
6. To receive a discount on tickets for the Mayor's Celebration for the Arts
7. Other Option
4) What PACE resources and activities are you familiar with?
1.
2.
3.
4.
5.
6.

Mayor's Celebration of the Arts

Arts lobbying (ex: Arts at the Assembly, Advocacy Toolkit)
Candidate pre-election surveys (ex: #YEGVOTESARTS)
PACE's network of members and followers
Information about laws that affect arts organizations
I don't know what resources PACE offers

5) What PACE resources and activities do you make use of or participate in?
1.
2.
3.
4.
5.
6.
7.
8.

Mayor's Celebration of the Arts

Candidate pre-election surveys (ex: #YEGVOTESARTS)
Arts lobbying (ex: Arts at the Assembly, Advocacy Toolkit)
PACE's network of members and followers
Information about laws that affect arts organizations
None
Other Option
I don't know what resources PACE offers

6) Please rate the PACE resources and activities in order of their importance to you or your organization.
1.
2.
3.
4.
5.

Arts lobbying (ex: Arts at the Assembly, Advocacy ToolKit)

Candidate pre-election surveys (ex: #YEGVOTESARTS)
Mayor's Celebration of the Arts
Access to the network of PACE members and followers
Information about laws that affect arts organizations

PACE Market Research Report

15) In what way would you be willing to support an expansion of the services that PACE offers?
1.
2.
3.
4.
5.
6.

Promotional support (ex: share through social media and word of mouth)
I would love to see an expansion of services, but I cannot offer support right now
Volunteer hours
I don't think an expansion of services is necessary at this time
Other Option
Financial support

2.2 - Question 8
Do you feel like the Mayor's Celebration of the Arts ties in with other PACE activities?
Yes/ No
Please Explain

1) No (Answers based on a No and explained)

A. Lack of meaningful connection or reflection of Edmontons Arts Community
B. Price of tickets
C. Member does not view this as an Advocacy Tool (is not supporting the Arts
Community in a Advocacy function or is seen as a Fundraiser)
D. Inconsistent message and unclear connection to PACE perceived mission and
what they do the rest of the year
E. Dissatisfied with event or questions the process behind the event

2) Yes (Answers based on Yes and explained)

A. Viewed as a positive Advocacy Tool
B. Creates and strengthens community awareness and relationship (refers to
members to PACE, members to government and private and public sector)
C. Promotes Artists and PACE
D. Recognizes and celebrates Arts and Artists
E. Overall a good event

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2.3 - Question 12 and 13

In regards to you or your organization's advocacy needs, what can PACE do to improve
its services?
How would you like to see PACE become more active in your community?
1) CollaborationPartnerships that PACE creates with other organizations and PACE facilitating relationships between
members for the purpose of discussion, efficiency, resource sharing.
A. Within Edmonton (within the entire Arts Community, Government and the Private sector)
B. Outside the Greater Edmonton Area (other cities, provinces)
C. Community (Specific disciplines and organizations within the Edmonton area)

2) ConnectionHow PACE connects to its members and non-members, the public and private sector and government.
And how PACE helps create relationships between members and non-members, the public and private
sector and government.
A.
B.
C.
D.
E.
F.
G.

PACE to Member
PACE to Community (within the Arts Community and Cultural Sector)
PACE to Government (Municipal, Provincial, Federal)
Member to Member (PACE acting as an intermediary for introduction)
Opportunities (Specific group meetings, low key functions, one on one meetings members)
Work more directly with PACE to Members
Member to Resources (PACE connecting members with professionals. Example; lawyers, fund
developers)

3) Engagement
Between PACEs members and non-members in the Edmonton Area.
A. Member participation
B. PACE to Non-member (public awareness and for recruitment purposes)

4) Advocacy
A.
B.
C.
D.
E.

All levels government (Municipal, Provincial, Federal)

Lobbying
To Private Sector (Businesses, Corporation, Industry)
Ongoing/ maintaining/effects
Do more specific advocacy efforts (Artists Rights, Job Creation, Specific Funding)

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Code 5 was amalgamated into Advocacy E

6) Resources
Both the resources (finance, information and member benefits) provides to its members and PACE itself
uses
A. PACE Manage its resources better (Financial, members as resources)
B. Under developed (opportunities for more events, such as workshops and for continuous growth
into the Greater Edmonton Area)
C. News letter
D. Funding information (Library of material for PACE members)
7) Communication
Actively conveying information between PACE and its membership. Specifically in regards to the quality
of information, ease of interaction, and frequency of correspondents.
A. Insufficient communication ( Respondents want more detailed and timely information)
B. What Member benefits are
C. Information Dissemination (ease of receiving information, and quality, as well as ongoing
communication of current Advocacy efforts)
D. Transparency

Codes 8, 9, 10 were found to fit better into multiple other coding headings.

11) Satisfied
12) Non Response

Codes 4D and 7C together has a combined theme of Proactive Response to Changes this means that
PACE needs to increase communication on subjects that affect its members. This can be changes in laws,
advocacy efforts that are being worked on.

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Appendix 3
Question 9 Graph Breakdown

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3.1

Total precentages in
categories

19%
48%

34%
Well and Above
Less than Well
Not sure

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3.2
How well does PACE meet you or your
organization's expectations?

16%

21%
63%
Well and Above
Less than Well
Not Sure

24

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3.3
How well does PACE represent you or
your organization's advocacy needs?

21%

18%

58%

Well and Above

Less than Well
Not Sure

25

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3.4
How well does PACE inform you or your
organization of PACE member benefits?

13%

47%
39%
Well and Above
Less than Well
Not Sure

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3.5
How well does PACE ensure you and
your organization are aware of laws and
law changes relevant to you or your
organization?

26%

18%

55%
Well and Above
Less than Well
Not Sure

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PACE Market Research Report

3.6
How well does PACE allow you to make
use of PACE's network of members and
followers?

16%

50%
32%
Well and Above
Less than Well
Not Sure

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Appendix 4
Question 3 Bar Graph

Chart Title
40
35
30
25
20
15
10
5
0
To use PACE
To
advocacy
To support
To develop
participate
resources for
PACE as an
community
in arts
myself or for
organization
partnerships
advocacy
my
organization
Series1

35

31

24

15

To have my
name or my
organization' To receive a
s name listed discount on
on the PACE tickets for
website, in
the MCA
the MCA
printed
14

Other

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Appendix 5
Quotes and References From Completed Questionnaire

5.1
From Question 12
Respondent ID - 105,784,604
Communicate more effectively with its members on its advocacy activities and opportunities for
members to participate. If members had opportunities to gain information on PACE's advocacy
activities and/or easy ways to support and participate, this might engage a wider section of the
community.

5.2
From Question 13
Respondent ID - 105,226,486
We are a relatively small organization that has newly begun a full arts administration role. Our
charity operates a youth music education program (string instruments), and is reliant on parent
volunteers to identify and apply for available funding. A clear listing of available arts grants,
and other funding, would be a great resource for us, as would some way for us to better
communicate with the larger, and more established, sectors of the arts community in the GEA.
For example, we are in need of rehearsal space for two weeks in December, but now have to
canvass each individual potential host, as we think of them. What if PACE had a listing of GEA
arts spaces, both performance and rehearsal, that we could use as a reference to help us in our
search - or, even better, someone who could liaise with small organizations like us to help us fill
our needs. Another thing that the GEA arts scene is really missing is a consolidated calendar of
events, and a way of consistently drawing attention to the many different organizations that
facilitate all the aspects of creating a vibrant art scene - be that education, production,
promotion, advocacy, or even financing. A monthly or quarterly newsletter, perhaps featured on
the home pages of municipal websites (I believe that this should be region wide, including all
municipalities/cities in the GEA) would be able to fulfill both theses duties, and could
supplement the fairly limited coverage that the arts receive in our news media.