Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
AMPS FOR KIDS LIVE CUISINE RESTAURANT LIVE PERFORMANCES CORPORATE EDUCATIONAL WORKSHOPS ARTISTS IN RESIDENCY COMMUNITY COURSES CAMPVE CUISINE RESTAURANT LIVE PERFORMANCES CORPORATE EVENTS EDUCATIONRTISTS IN RESIDENCY COMMUNITY COURSES CAMPS FOR KIDS LIVE CUISINE RES
RFORMANCES CORPORATE EVENTS EDUCATIONAL WORKSHOPS ARTISTS IN RESOMMUNITY COURSES CAMPS FOR KIDS LIVE CUISINE RESTAURANT LIVE PERFOORPORATE EVENTS EDUCATIONAL WORKSHOPS ARTISTS IN RESIDENCY COMMUAMPS FOR KIDS LIVE CUISINE RESTAURANT LIVE PERFORMANCES CORPORATE EDUCATIONAL WORKSHOPS ARTISTS IN RESIDENCY COMMUNITY COURSES CAM
ANNUAL REPORTYear Ending August 31, 2006
February 6, 2007
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06co
nte
nts
1
Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Introduction by the Chairman and CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Living Arts Centre Board of Directors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Board Committees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Business Affairs Committee
Arts & Entertainment Committee
Audit & Governance Committee
HIGHLIGHTS
Performing Arts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Studio Arts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Communications & Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Fundraising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
LIVE Cuisine/Corporate Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Audited Financial Statements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Living Arts Centre Staff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
vision & mission statementBy 2008, the Living Arts Centre will be widely known within both Mississauga and the Greater Toronto Area as a unique
contributor to the arts through presentation, production and stewardship and arts education for all ages, pivotal to the overall
well being of the community.
LAC will be noted for providing our community arts organizations a world-class venue for their performance and visual arts
activities that embrace all major artistic disciplines and that reflect the cultural diversity of Mississauga and the Greater Toronto
Area.
LAC will operate with a break-even or better overall financial performance, achieved by sound fiscal management, professional
entertainment and programs with wide appeal; and by ongoing financial support from a wide range of sources, including
foundations, corporations, individuals and municipal, regional, provincial and federal governments.
MISSION STATEMENTTo nurture, foster, encourage, promote and support the presence and development of the performing and visual arts in Mississauga
and the neighbouring communities.
CORE OBJECTIVES
The Board of Directors, staff and volunteers are dedicated to
actively pursuing the fulfillment of this mission and pledge to:
◆ Present high quality performing and visual artists for the
enjoyment and enrichment of all ages. This will include the
presentation of upcoming Canadian talent.
◆ Enrich the community by acting as a catalyst to stimulate
diverse artistic and cultural development within the community
such as through resident companies, festivals, visiting artists,
ethnic programs and special exhibitions.
◆ Enhance community growth and experiences by partnering
with community arts organizations to achieve growth and
diversity of arts in an economically viable manner, such as by
providing access to the Centre's facilities as well as co-operating,
integrating resources and the sharing of information.
◆ Encourage artists to pursue their art forms, showcase their
work, and to assist in teaching and mentoring others by
offering them an opportunity to become resident at the
Living Arts Centre.
◆ Provide diverse educational experiences in performing and
visual arts programming.
◆ Create opportunities and incentives for staff and volunteers
to optimize their contributions towards accomplishing
the goals of the Centre in a challenging and satisfying
environment.
◆ Ensure that one of the goals of the Centre is to move
towards self-sufficiency; operating within a building provided
by the City. Consequently, it will also engage in commercial
activities such as corporate rentals and catering to the extent
necessary to supplement its income. It will also seek support
for its various activities through sponsorships and donations.
◆ Operate in a fiscally responsible manner.
2
3
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06m
essa
ge
fro
m t
he
Ch
air
&C
EO
Ralph Hunter,Chairman
Gerry Townsend,CEOLiving Arts Centre
We are pleased to present our Annual Report for the year ended August 31 2006.
The year was a successful one for the Centre with increased participation in our studio arts activities, more use of our
facilities by arts organizations and others together with increased attendance at the shows we presented in our theatres.
In Studio Arts, community courses, school workshops, spring and summer camps all experienced increased participation and
produced higher revenues. The growth in these activities has been considerable over the past several years and we are
reaching capacity in some areas. In the coming year we will be introducing new programs, experimenting with new
initiatives and expanding our camp programs.
During the year we had a significant increase in the rental of our theatres. Although most of this use continued to be for arts
related activities we had a significant influx of business from film and television shoots. This generated considerable
incremental revenue from both space rentals and provision of technical services.
Attendance at the shows we presented was the highest in several years with an increase in the percentage of available
tickets sold. We continue to strive to achieve the right mix of artists and programs to successfully market to the Mississauga
residents. Our experiment with summer theatre over the last three years concluded with the decision not to continue.
However we will pursue opportunities to cooperate with the City in presenting summer activities in the City Centre area.
We pay particular attention to programming for children. Their participation in both performing and studio arts continues
to increase and we work cooperatively with several school boards to achieve this.
Opera Mississauga had to finally cease operations after its inability to present full scale operas during the last three seasons.
The company had been presenting operas for several years since the opening of the Centre and had developed a loyal
following. We are actively pursuing opportunities to again present opera in Hammerson Hall.
The restaurant and catering operations and commercial room rentals continued to show positive results and this together
with the increased theatre rentals resulted in the financial results for the year being much better than budget. As a result
we were able to set aside $250,000 into a Program Initiatives Fund that we will use to develop new programs in the future.
Our website and increased electronic marketing is showing results as our online sales continue to increase. The subscribers
to our monthly e-newsletter now number in excess of 14,000.
We continued to have strong sponsors for our children's and educational programs. However our success with fundraising
was disappointing and we are developing a fresh approach for the future.
We have a major resource in the quality and dedication of our staff and volunteers and we cannot thank them enough. They
contribute enormously to the success of the Centre.
The Director of the Office of the Arts commences her duties on January 15 2007. We look forward to cooperating with her
both as she develops an Arts Strategy for the City and works on its implementation.
Finally we wish to thank the Mayor, City Council and City staff for their continued support and assistance during the year.
Ralph Hunter Gerry Townsend
Chairman of the Board of Directors Chief Executive Officer
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06b
oar
d o
f dir
ecto
rs
Councillor Eve AdamsCity of Mississauga
Ward 5
Janice Baker City Manager & CAOCity of Mississauga
Councillor Frank DaleCity of Mississauga
Ward 4
Mike Bullard
Talk Show Host
Jake DheerStation Manager Rogers Television
Chuck EaleyRegional DirectorInvestors Group
Don EdmondsPartner
PriceWaterhouse Coopers LLP
Doug FowlesPresident
Ochiltree Management Inc.
Bob H. McNuttVice -Chairman
Acting Provost &Vice-President Academic, UTM
Les MayerMississauga, Ontario
Councillor Pat MullinCity of Mississauga
Ward 2
Ronald J. NisbetMississauga, Ontario
Councillor Maja Prentice
City of Mississauga
Ward 3
Anthea J. RadfordPresident & CEO
Arjane Governance Group
Lawrence (Larry) F. RodoPresident & CEO
Brinks Canada Limited
Anthony SchwarzStreetsville, Ontario
Richard SchwarzRegional Sales Manager
Canatal International Inc.
Ruben GoulartSecretary
Partner, Keyser Mason Ball
Gerry TownsendCEO
Living Arts Centre
EX-OFFICIO
Cobi LadnerEditor
Canadian House & Home
Ralph Hunter, ChairmanPresident, Hunter-Gray
Financial Services
4
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06b
oar
d c
om
mit
tees
5
Business Affairs
Mr. Don Edmonds (Chair)
Ms. Janice Baker
Mr. Les Mayer
Councillor Pat Mullin
Councillor Maja Prentice
Mr. Lawrence (Larry) F. Rodo
Mr. Anthony Schwarz
Arts & Entertainment
Ms. Anthea J. Radford (Chair)
Councillor Eve Adams
Mr. Mike Bullard
Mr. Jake Dheer
Mr. Chuck Ealey
Mr. Douglas Fowles
Ms. Cobi Ladner
Mr. Ronald J. Nisbet
Mr. Richard Schwarz
Audit & Governance
Mr. Ronald J. Nisbet (Chair)
Mr. Doug Fowles
Mr. Ralph Hunter
Mr. Anthony Schwarz
Registered Address
4141 Living Arts Drive
Mississauga, ON L5B 4B8
Tel: 905.306.6100
Fax: 905.306.6101
Email: [email protected]
www.livingartscentre.ca
Registered Charitable Tax No.136339470RR0001
External AuditorsWithey Addision, LLP
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06p
erfo
rmin
g a
rts
hig
hlig
hts
6
Fiscal 2006 was a very successful year within the Performing Arts department. Ticket
sales for LAC Presented performances were the strongest that they have been in
recent years, and revenues from rental events and production charge-outs greatly
exceeded budgets primarily due to commercial and film business.
A wide variety of new and returning clients made use of the theatres
presenting a broad spectrum of programming and activities. One of our on-going
challenges continues to be date availability in the theatres. We worked with our
regular community-based clients to select preferred dates before we offered date
selection to new clients from outside Mississauga. We worked to balance the needs
of our returning clients who call the Centre their performing home with those of
new clients looking to present events in the theatres.
TOTAL THEATRE USAGETotal combined usage (including LAC programming, performance rentals, film shoots, rehearsals and corporate
rentals):
◆ Hammerson Hall was used for 203 days. Despite the
cancellation of all Opera Mississauga dates, we still
realized a substantial increase from previous
seasons due in large part to the numerous film shoots
and large commercial productions in the theatre.
◆ RBC Theatre was used for 192 days. This is a slight
increase from last season and is also due to the
increase in commercial activity.
◆ The total number of performances in the Living
Arts Centre theatre spaces was 241, which is a
marginal increase over last season. The number of
shows remained constant while the event days in the
theatres increased, due in most part to the film
shoots and set-up dates for the larger commercial
events.
◆ The average ticket price overall was $29.38.
This is higher than in previous years and is a reflection
of the increase in number of performances that are
more expensive to run (eg. gala events and large scale
commercial performances).
Colleen ClackManager, Performing Arts
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06p
erfo
rmin
g a
rts
hig
hlig
hts
7
LAC PRESENTSTotal audience for LAC Presented performances was 28,606 which is approximately 4,500 higher than in the previous
year. The percentage of capacity was 66.3%, an increase of 2.4% over the previous year.
The LAC Presented season featured 26 performances in Hammerson Hall for kids, family and adult audiences.
Highlights were performances by Colin Mochrie & Brad Sherwood, two sold-out performances of children's show
Franklin the Turtle, the large touring Broadway production of Cats, and an extremely well received performance with
Colm Wilkinson.
The season in RBC Theatre featured 29 performances under the Relaxed and Wiggle Club Banners. Highlights were
five sold out performances within the Relaxed series including Second City Comedy, Amy Sky, Denzel Sinclaire, Jane
Bunnett and Pavlo. Within the Wiggle Club, the ticket sales were so strong for the Max & Ruby shows that we ran five
sold out performances. Also exciting were the three sold out school shows for The Spirit of Harriet Tubman.
A new initiative for this season was the presentation of classical dance programming in Hammerson Hall beyond the
traditional Nutcracker shows in December. In May 2006 we presented two performances of the fully-staged ballet
production of Cinderella. Ticket sales exceeded expectations, partly due to the packaging of the event with the
Mother's Day brunch. Looking ahead to future seasons, it is part of the long term plan to continue growing and
developing our audience for classical dance programming.
LAC continued the pilot project that was initiated in fiscal 2004 to increase the usage of the theatres
during the summer months. The presentation of summer theatre programming in RBC Theatre did not show an
increase in attendance over the three years for the project and so it was determined that the program will not
continue into the next year. Staff are looking at alternate ways to increase summer activity including working closely
with the City of Mississauga to plan summer festivals and events for the area.
COMMUNITY ON STAGEAs part of our Mission Statement, LAC is to provide our community arts organizations with a world-class venue in
which to present performances. Over 42% of all the performances that took place in the three theatres at the LAC
were presented by local community based arts organizations. This percentage decreased in fiscal 2006 because of the
cancellation of all performances by Opera Mississauga and the replacement of many of those dates with commercial
rentals and film productions.
The community activity within the theatres included performances by our resident tenants:
◆ Mississauga Choral Society
◆ Mississauga International Children’s Festival
◆ Orchestras Mississauga
Other performances included school concerts and recitals, local arts groups presenting annual single and series
performances, dance schools presenting year end recitals, various religious gatherings, community celebrations, and
culturally specific festivals and events.
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06p
erfo
rmin
g a
rts
hig
hlig
hts
8
COMMERCIAL PRODUCTIONSCommercial organizations increased substantially from the previous year and continue to supplement our rental
activities in the theatres. These include television and film shoots, radio broadcasts, ticketed commercial
presentations, and independently promoted performances. Of particular note was the week long Canadian Idol shoot
that took place in May 2006 as well as the week long booking for the Van Hanh Buddhist show in August 2006 which
was the largest production to ever take place within our theatres.
TECHNICAL AND FRONT OF HOUSE SERVICESThe Technical department continues to provide excellent customer service to all of our clients in the theatres. A major
initiative in Hammerson Hall in fiscal 2006 was the replacement of the sound console with newer and more cutting-
edge technology. The new console is completely digital and is one of the most highly regarded consoles within our
industry. It will continue to meet the high standards of the LAC in live production as well as ensuring that the needs
of the touring artist are met.
The Front of House Team, including Lobby Bar staff, continues to monitor all aspects of the patron’s theatre
experience. The team has been successful in decreasing wait times at the lobby bar and increasing the amount of
detailed information provided to patrons. We continue to monitor that all patron services as well as lobby bar
product pricing are competitive to other theatre venues. We are continuously looking at methods to increase involve-
ment and communication with all patrons before, during and after events to ensure that they experience a high level
of customer service.
VOLUNTEER PROGRAMThe Living Arts Centre currently has over 150 active volunteers in addition to our short-term student volunteer
program and our volunteer Board of Directors. Collectively, our volunteers have contributed over 16,000
volunteer hours. Volunteers supported all of our theatre events, worked
in Laidlaw Hall and our Gift Shop, helped with our summer camps, provided
administration support in our office, conducted tours throughout the
building, and provided assistance at our information booth on a daily
basis. A major initiative in fiscal 2006 was the commission of an art
installation for the Atrium that will commemorate all those volunteers
who have served the Centre for five years or more.
Fred & Zelma MeridewVolunteer of the Year Award Recipients 2006
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06st
ud
io a
rts
hig
hlig
hts
9
In 2005-2006 the Studio Arts department continued to provide community-
centred lifelong learning in the arts through programming that explored the
creative process. The strength of this programming is found in its hands on application
and diversity of offerings in both the performing and visual arts.
This was a year of growth and development as a new staffing structure was
implemented to allow for the expansion in all of our programming areas. This resulted
in increased participation in community courses, camps and corporate and birthday
party workshops. Over 28,650 participated in these programs representing an 18.5%
increase in activity from 2004-2005.
We continued to foster existing relationships with the community and developed
new ones by working with local school boards, community arts groups and not for
profit arts and education organizations, local businesses and individuals. These endeavours supported our goal to
provide creative and relevant programming for the public.
Note: Participation totals include the following programming areas: Community Courses, Camps, School & Teacher Workshops,Exhibitions, Specialty Workshops and Resident Artists.
EDUCATIONAL PROGRAMMING FOR STUDENTS AND TEACHERSStudio Arts engaged 16,560 students and their teachers in hands on curriculum connected school
workshops. This was a 15% increase over activity in 2004-2005. Students and teachers from 154 schools representing
13 different school boards attended workshops. While the Peel School Boards represented our largest audience,
schools attended from as far away as Waterloo. Participation also included students from private, home and
Montessori schools.
Leslie LeaderManager, Studio Arts
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06st
ud
io a
rts
hig
hlig
hts
10
This was a year of program development and provided the groundwork to advertise new and relevant
programming to schools in 2006-2007. For grades k-6, Visual Voyages, was created and piloted within the Centre's
gallery and was designed to explore the elements of art and encourage art appreciation. Drawing with Wire for grades
4-8 and Animation and the Storyboard, for grades 4-10 were created and piloted within our painting and drawing
studio. These new workshops provide expanded opportunities for students and teachers to connect in relevant ways
to the curriculum.
Developing relationships with teachers through professional development is an area of growth. In partnership with
The Creative Arts Learning Partnership, the Centre offered a three part teacher workshop series exploring a variety of
visual arts techniques in the fall of 2005. In partnership with the Canadian Children's Dance Theatre (CCDT) we
created an additional teacher workshop series in the winter to connect with CCDT's school performance. This series
operated outside of the Learning Partnership and was in support of the growing need for increased in-service
opportunities for teachers in the area of dance. 21 teachers from 6 different school boards were engaged in these
professional development programs taking back to their classrooms new and innovative techniques for teaching the
arts.
CAMPS539 children ages 6-16 participated in camp programming in 2005-2006 resulting in a 5%
increase from 2004-2005. This increase was the result of offering additional camp
sessions. All program offerings continued to be popular with both March Break and Summer
Camp running at capacity. New offerings included "Leaders in the Arts" for ages 14 to 16.
This program, targeting youth, was designed to develop confidence, communication, team-
work and problem-solving skills through arts activities. Campers also gained relevant
hands-on experience working with children in our camp environ-
ment. This program will be expanded to a two-week session in
2007, incorporating additional hands-on experience working in
our summer camp setting.
Camp programs would not have been possible without the support provided by work
experience students from local high schools. 44 students from the Peel Region donated over
2,600 hours to the successful operations of camp programming in 2005-2006. Three high
school co-op students from the PDSB completed a 6-week summer placement at the Centre
working over 600 hours with camp programs.
SPECIALTY WORKSHOPSSpecialty Workshops provide unique programming opportunities for the community outside of our regular
programming streams. These include Birthday Parties for children, custom designed corporate workshops and
specialized programming for seniors, service groups and community groups. With a new staffing structure
implemented in January 2006 this area of programming was able to grow and develop resulting in increased
participation and activity. 42 workshops were created and delivered to over 1,100 participants this represented a 80%
increase in programming from 2004-2005. Corporate groups such as Purolator, Kraft Canada, Site Canada, Peel Region
Children’s Centre, Humber College and Davis Design were engaged in unique corporate programming in our
professional studios.
COMMUNITY COURSES AND EVENTSCommunity Courses continued to offer high level programming in professional studio spaces to children, youth,
adults and families. 146 community courses were delivered to 1,400 participants in 2,000 hours of
programming. Operating with an average cancellation rate of 21% this area continues to offer relevant and diverse
programming to its audience. New courses offered included programming for youth in hot glass,
pottery, musical theatre and cartooning. New family and preschool programming was developed and piloted in the
winter and spring as well as a new summer session for adults. Due to the success of these summer courses we will
expand offerings for the summer of 2007.
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06st
ud
io a
rts
hig
hlig
hts
11
COMMUNITY COURSES AND EVENTS (cont.)
This area also supported creative programming for community events such as theMississauga International Children’s Festival, Canada Day and Studio Open Houses. Theseopportunities to further promote the arts, our studios and programs to the general public furthered our success in growing participation and awareness.
EXHIBITIONSExhibitions at the Centre continued to have a community focus showcasing works by localartist groups from a variety of cultural backgrounds, elementary and secondary students as well as the Centre's Resident Artists. These exhibitions were connected to the
Centre's Community Courses, Camps, community events as well as the Mississauga International Children's Festival.Exhibitions showcased works in a variety of media including photography, oil, water colour and pastels, ceramics,textiles, glass, wood, as well as media arts.
In total, the 2005-2006 exhibition schedule saw 8,992 patrons visit seven exhibitions. This visitation was a 17%increase from 2004-2005. In an attempt to increase audience the gallery was opened for selected evening performances and special events. Hosted by a team of dedicated volunteers the gallery could not remain open without their on-going support.
The “Art Talk” Learning Gallery was installed in the summer 2006 providing a new space in which school children canexplore and discuss works created by their peers and local artists. This permanent exhibition provides the foundationfor a new school workshop and further supports our goal to make art accessible to all ages.
RESIDENT ARTIST PROGRAMThe Resident Artist program continued to thrive as enrolment within the wood, glass andceramic studios were at capacity. New residents came into the program in the textile, photo-graphy and painting and drawing studios. Overall for the year 43 different artists, includingartist sub letters and artist assistants, worked within the Centre's studio spaces. Residentscontinued to be an integral part of our programming through their participation in exhibitions, community and corporate events as well as the design andinstruction of Community Courses. Their fine works also supplied the gift shop and wereavailable for corporate commission.
STUDIOSMaintenance and upkeep of the studios is integral to the overall operations of the above programming areas. Theglass studio saw much activity as the furnace was shut down, emptied, inspected and repaired in summer. New recuperators were installed ensuring improved gas efficiency. New storage was installed in the painting and drawingstudio allowing for another resident to work within the space. Work began on setting up the photography studio fornew residents as well as expanded community course and camp programming. With the addition of equipment anda set up for digital photography this studio will be further utilized. The sculpture studio was reorganized to set up apermanent flame working area for the resident artists. Ongoing maintenance took place within the textile, wood, andceramic studios.
GIFT SHOPContinuing to provide an outlet to promote the artistic activities within the Centre, the gift shop showcased fine craftedworks created by the Centre's team of Resident Artists. Fashion and home décor items in wood, glass, textile,photography and metal were displayed. Ongoing improvements to the stores aesthetics, increased variety in the types of works displayed as well as opening the shop during selected performances has helped toincrease visitation and sales in 2005-2006.
STUDIO RENTALSIn an ongoing attempt to increase studio usage the dance, kidspace and painting and drawing studios were availablefor community organizations to rent. 12 community clients held rental contracts and were active in our spaces 355days of the year. The dance studio showed the greatest activity resulting in the space being almost fully rented for theyear. Due to increased programming occurring within the studios it was increasingly difficult in 2005-2006 to accommodate all rentals requests.
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06m
arke
tin
g &
cust
om
er s
ervi
ce h
igh
ligh
ts
12
During the 2005-2006 season, the Marketing and Customer Service team
assisted Performing Arts and Studio Arts in improving their results from the
previous season and pursuing increased attendance. We also continued to
promote a wide range of experiences at the Centre through various forms of public
media and other communications. We continued to build stronger
relationships with our patrons by increasing our direct mail campaigns and
frequent targeted email campaigns to our database of patrons from seasons 03, 04
& 05 (13,000 patrons). We mailed out thank you's for past support, a new
season announcement and holiday package offers. In order to attract new patrons,
we reached out to targeted areas of Mississauga (Lorne Park and the City Centre
condo units), distributing 20,000 unaddressed season brochures. This yielded a 2%
return and this campaign will be expanded next season. Already a strong association
has been established with the new Amica Retirement building with a regular group
of residents attending 3 shows this season. A new quarterly patron magazine, Spotlight on the Centre, was introduced
that communicated a consistent message to our key stakeholders and provided awareness of all of the aspects of the
Centre. However this publication proved to be relatively expensive to produce and has been discontinued.
In our ongoing efforts to reach out to the community and establish awareness of the many aspects of the Centre, more
than twenty presentations were made to Rotary & Probus Clubs, as well as Senior Groups and Residences throughout
Mississauga, Brampton and Oakville. In total, the Centre participated in over 50 Outreach events throughout the year.
Partnerships were also developed with the Mississauga Board of Trade as we hosted their Good Morning Breakfast in
November and with Mississauga Tourism to promote our venue to potential tour operators.
Our major advertising medium was the Mississauga News who was also our Media Sponsor. Full page colour ads were
placed in community newspapers in Oakville, Georgetown and Milton as we tried to target our western neighbours.
This garnered 10% of our new patrons. In November, arrangements were made to have CityTV's BT Live Eye broadcast
from the Centre, highlighting our season and studio arts programs. CityTV is Toronto's number one rated morning
television show. Mobile signs continue to be an effective way of advertising for the Centre. Our season brochure,
website and information obtained at the Centre were identified as the top sources of learning about our performances.
➢ 85,000 Season brochures
➢ 45,000 Pocket brochures
➢ 13,000 Holiday Package brochures
➢ 10,000 School Workshops & Performance
brochures
➢ 12,000 Community Course brochures
➢ 6,000 Camp brochures (Summer & March Break)
➢ 5,000 Birthday Party brochures
➢ 2,200 Rental and Catering brochures
➢ 8,000 Spotlight on the Centre (2,000 quarterly)
➢ 100,000 On Stage Playbills
LAC MARKETING MATERIALS:
Gail AndersonManager, Marketing & Customer Service
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06m
arke
tin
g &
cust
om
er s
ervi
ce h
igh
ligh
ts
13
Our email database grew to over 14,000 active members. Collection of email addresses is made through the
ticket purchasing process as well as during Outreach events. We achieved 23% of ticket sales through on-line
purchasing (which is an increase of 12 percentage points over last season). New this season was the implementation
of the post-show email to all attendees with an email address. We included a photo taken during the
performance as well as promotional information of upcoming events. This post-show email was well-received and
encouraged by the feedback; we will be implementing pre-show emails for next season. Our website
continues to be a successful broad-based marketing tool with the average number of unique visits climbing to well
over 18,000 each month. New this season on our website was the addition of audio and video clip stream capabilities
to help promote shows.
The box office issued more than 163,000 tickets this season, which is up by more than 18.5% over last year.
We continue to support our resident tenants and community rental groups by including free listings on our website,
monthly e-newsletter, playbill and our marquee sign. We also provide advice to community groups at no charge to
help with achieving sales targets.
WHAT’S INSIDE ...
★ A Message from our CEO
★ Sabine Zafar ~ Volunteer of the Year
★ Glass Blowing with Don MacLennan
★ Orchestras Mississauga
★ Highlights of our Upcoming Season
on the CentreSpotlight
July 2005 Edition
WHAT’S INSIDE ...
★ A Message from our CEO
★ Victor Svenningson, Technical Services
★ Textiles with Saniya Hamad Khan
★ Mississauga Choral Society
★ Our Sponsors Make A Difference!
★ Special Offer
★ Summer Theatre at the Living Arts Centre
★ Camp News
★ Gift Shop
★ LIVE Cuisine
on the CentreSpotlight
November 2005 Edition
Saniya Hamad Khan
Hammerson Hall
Bravo Broadway! Summer Camp
WHAT’S INSIDE ...
★ A Message from our CEO
★ Patrice Lamb, CSR
★ Ceramics with Ishrat Suhrwardy
★ Volunteers at the Living Arts Centre
★ Living Arts Centre Presents
★ Easter Brunch at LIVE Cuisine Restaurant
on the CentreSpotlight
March 2006 Edition
FirstPro Shopping Centres Atrium
Cinderella ~Ballet Jörgen Canada
Volunteers at the Living Arts Centre
WHAT’S INSIDE ...
★ A Message from our CEO
★ Karina Soares, Front of House Coordinator
★ Wood Studio with Britt Olausen
★ Highlights of 2005-06 Season
★ Sounds of Summer...Summer Cabaret Series
★ What’s On Next Year
on the CentreSpotlight
June 2006 Edition
Cedar Clogs by Britt Olauson
Season 2006-07 ~ The Temptations
Living Arts Centre
LAC MARKETING MATERIALS
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06
fu
nd
rais
ing
hig
hlig
hts
14
THE LIVING ARTS CENTRE ACKNOWLEDGES WITH THANKS THE GENEROUS SUPPORT OF THE FOLLOWING:
PREFERRED SUPPLIER:
MEDIA SPONSOR
YOUR GIFT MAKES THE DIFFERENCECorporate supporters and government agencies make significant contributions to assist in running
the many facets of the Living Arts Centre. With thanks, we acknowledge:
PRESENTING SPONSORS:
PERFORMANCE SPONSORS
R
Our fundraising activities for the 2005-2006 season generated strong support for our programming for children in
performing and studio arts. The corporate sponsors shown below provided much needed assistance in those areas,
The results of our other fundraising efforts over the past few years have been disappointing due to the inherent
difficulties in soliciting financial support for an arts facility supported by the City and the competing demands for
philanthropic dollars in Mississauga.
Our future fund raising efforts will continue to solicit support for specific programming initiatives but will also
encourage corporations active in Mississauga to support our overall activities with non-designated sponsorships at
various levels with identified benefits to the donor.
We continue to receive welcome support from individuals through the Annual Gift Program. An up-to-date list of
these contributors is on our website.
An Arts Presentation grant from the Department of Canadian Heritage supported the Centre's ability to showcase
emerging and well-established Canadian Artists as well as support school performances for elementary and
secondary school children.
15
Our lunchtime restaurant business continued to improve. The buffet is popular
and well priced with word of mouth being the main source of new business. Our
evening pre-theatre buffet was also popular although we lost business due to the
cancellation of the Opera Mississauga performances.
In Fiscal 2006, repeat clients represented almost 95% of our rental and banquet
business. Of the 612 corporate clients serviced during the period, only 37 were
first time clients. We increased our efforts to attract new corporate business and
will continue to do so. Our policy is to provide priority booking to our resident
tenants and community arts groups as well as a few major commercial bookings.
Consequently, we continue to forfeit some corporate business due to the unavail-
ability of requested dates.
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06
live
cuis
ine/
corp
ora
te s
ales
hig
hlig
hts
Rocco VallerianiManager, Food & Beverage
16
The Centre's revenue from operations increased from $4,883,000 in 2005 to
$5,627,000 in 2006 with increases in all Departments.
The operating income for the year in the unrestricted fund was $180,000 compared
to a loss in Fiscal 2005 of $82,000. This improvement was primarily due to increased
income from catering and theatre rentals. The significant improvement in
operations enabled the City of Mississauga to reduce their annual grant to the
Centre from $1,100,000 in 2005 to $500,000 in 2006.
Ending the year with a significant surplus before amortization has provided the
opportunity to set aside $250,000 in a Program Initiatives Fund, to be used for new
initiatives in the arts in which students and arts organizations can participate.
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06fin
ance
hig
hlig
hts
John GunnManager, Finance & Administration
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06
a
ud
ito
r’s r
epo
rt a
nd
fin
anci
al s
tate
men
ts
17
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06
a
ud
ito
r’s r
epo
rt a
nd
fin
anci
al s
tate
men
ts
19
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06
a
ud
ito
r’s r
epo
rt a
nd
fin
anci
al s
tate
men
ts
20
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06au
dit
or’s
rep
ort
an
d fi
nan
cial
sta
tem
ents
21
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06au
dit
or’s
rep
ort
an
d fi
nan
cial
sta
tem
ents
22
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06au
dit
or’s
rep
ort
an
d fi
nan
cial
sta
tem
ents
23
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06au
dit
or’s
rep
ort
an
d fi
nan
cial
sta
tem
ents
24
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06au
dit
or’s
rep
ort
an
d fi
nan
cial
sta
tem
ents
25
26
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06au
dit
or’s
rep
ort
an
d fi
nan
cial
sta
tem
ents
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06au
dit
or’s
rep
ort
an
d fi
nan
cial
sta
tem
ents
27
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06au
dit
or’s
rep
ort
an
d fi
nan
cial
sta
tem
ents
28
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06au
dit
or’s
rep
ort
an
d fi
nan
cial
sta
tem
ents
29
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06liv
ing
art
s ce
ntr
e st
aff
30
Gerry TownsendChief Executive Officer
Gail AndersonManager, Marketing &
Customer Service
Alice Burrows, Mary Chan, Jessica Jones, Megan PaulGiselle Acosta, Nkem Anizor, Susan Campbell, Sandra DimitriMartin Edralin, Dany Gehshan, Patrice LambPamela May Marucot, Iona Miranda, Paula PedrazasMelissa Ray, Marcia Soto
John DeMelo, Margaret Duncan, Michael Estacio, Danna EvansMyles Gibson, Jas Grewal, Eva Keith, Lilian Libert, Ken McNeillLeonard Neiman, Stefania Paterak, Sally Rideout Nicole ShawKarina Soares, Victor SvenningsonTheatre Stagehands provided by NASCO Services Ltd.
Joel Alexander, Lisa Bassett, Sandra Degli Angeli Suzanne Einstoss, Sally Frater, Kemayla FlemingChristine Mitchell, Kathryn Stelmack
Grace Aldea, Nelum Dissanayake, Victoria HolganzaMariette Rajkumar, Anne Marie Solleza
Sofia Amaro-Elliott, Anne Parker, Robin HowarthPeter Colberg, Beata Kij, Alba Noronha, Esther Ortiz
Colleen ClackManager, Performing Arts
Leslie LeaderManager, Studio Arts
John GunnManager, Finance &
Administration
Rocco VallerianiManager, Food & Beverage
Steve Draper, Joe CesarioSabina Lamanna, Nishila Lalany
Jamie Hillis, Matt Petri
City of Mississauga ServicesInformation Technology
Human ResourcesOperations
Suhara AmithExecutive Assistant to CEO
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06n
ote
s
31
The
Livi
ng
Art
s C
entr
e A
nn
ual
Rep
ort
Au
gu
st 3
1,20
06n
ote
s
32
LIVING ARTS CENTRE4141 LIVING ARTS DRIVE, MISSISSAUGA, ON L5B 4B8 TEL: 905.306.6000 FAX: 905.306.6101
www.livingartscentre.ca
© Copyright Living Arts Centre MississaugaReproduction in whole or in part without permission is prohibitied.