[Bcma-l] (Fwd) Arts attendance, consumer spending & local info: Arts Research
bcma-l@museumsassn.bc.ca
bcma-l@museumsassn.bc.ca
Thu, 06 Dec 2007 09:47:04 -0800
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lume 6, no 7</span></font></div>
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SN 1708-170X</span></font></div>
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<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">by=
Hill Strategies Research</span></font></div>
<div align=3D"left"><a href=3D"http://www.HillStrategies.com"><font face=3D=
"Arial"><span style=3D"font-size:10pt"><u>http://www.HillStrategies.com</u=
></span></font></a></div>
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</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ar=
ts attendance / Consumer spending / Local information</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
this issue: A series of local “vital signs” reports examine som=
e</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">cu=
ltural indicators in selected Canadian metropolitan areas. The</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">fi=
ndings of these reports will be contrasted with the findings of</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">re=
cent reports on consumer spending on culture and cultural and</span></font=
></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">he=
ritage activities in Canada and the provinces in 2005.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Vi=
tal Signs</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Co=
mmunity Foundations of Canada, October 2007</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.vitalsignscanada.ca</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e 11 local reports in the Vital Signs series provide some</span></font></d=
iv>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">in=
teresting information about the arts in the selected communities.</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ho=
wever, because some of the indicators do not follow standard</span></font>=
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">de=
finitions from Statistics Canada or other cultural sector reports,</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
e reports are less useful than they might otherwise be.</span></font></div=
>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e national report provides only one cultural indicator: employment</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">in=
the arts and cultural industries. According to the Vital Signs</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">de=
finition of the arts and cultural industries, the national figure</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">wa=
s 322,000 in 2006. This figure is much lower than the most recent</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">St=
atistics Canada estimate of direct employment in the cultural sector</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">(6=
00,000 in 2002), provided in its data on the Economic Contribution</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">of=
Culture in Canada. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">(F=
or more details about the Statistics Canada data, see</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.artsresearchmonitor.com/article_details.php?art=
UID=3D50097</span></font><font face=3D"Arial"><span
style=3D"font-size:10pt">.)</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e most interesting data in the Vital Signs detailed tables</span></font></=
div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">(a=
vailable at </span></font><font face=3D"Arial" color=3D"#0000ff"><span sty=
le=3D"font-size:10pt">http://www.vitalsignscanada.ca/rpt2007/#VII</span></=
font><font
face=3D"Arial"><span style=3D"font-size:10pt">) relates to</span></font></=
div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">lo=
cal performing arts attendance in Victoria, Vancouver, Calgary,</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Sa=
skatoon, Kitchener, Sudbury, Toronto, Ottawa, Montreal and Saint</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Jo=
hn. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
four communities (Victoria, Ottawa, Montreal and Toronto),</span></font><=
/div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
e performing arts attendance rate is between 45% and 51%, well
above the national average of 41% (see Cultural and Heritage
Activities of Canadians in 2005 by Hill Strategies Research).</span></font=
></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e cultural festival attendance rates are highest in Montreal, Ottawa</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">an=
d Victoria (between 30% and 33%), much higher than the national</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">av=
erage of 24% (see Cultural and Heritage Activities of Canadians in</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">20=
05).</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e detailed tables also provide the local attendance rates for</span></font=
></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
eatre, pop music, classical music and other types of performances.</span><=
/font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e Vital Signs tables and reports also contain information about</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ho=
usehold spending on culture. However, the Vital Signs data on this</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">to=
pic contains a much narrower definition of cultural spending than a</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">re=
cent Hill Strategies report (Consumer Spending on Culture in
Canada, the Provinces and 15 Metropolitan Areas in 2005). The Vital
Signs data includes movie theatres, live sports events, live performing
arts, admission to museums, rental of cable and satellite services, as
well as spending on art, antiques and decorative ware. </span></font></div=
>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
addition to these categories, the Hill Strategies report also includes
reading material, art supplies, musical instruments, and photographic
equipment and services. The Hill Strategies report does not include live
sports events as part of cultural spending.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">De=
spite these differences, some of the findings are similar. Household</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">sp=
ending on culture is highest in Calgary and Ottawa. In the Vital</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Si=
gns data, Vancouver and Toronto also rank highly.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">By=
the measure of cultural employment used in the Vital Signs reports,</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Va=
ncouver and Toronto have the highest proportion of the local labour</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">fo=
rce employed in the arts and cultural industries, followed by Ottawa</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">an=
d Montreal.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e detailed tables show that the number of library items circulated</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pe=
r local resident is highest in Saskatoon, Victoria and Vancouver.</span></=
font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">So=
me of the 11 local Vital Signs reports contain other cultural</span></font=
></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">in=
dicators. The local reports can be accessed at</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.vitalsignscanada.ca/local-reports-e.html</span>=
</font><font face=3D"Arial"><span style=3D"font-size:10pt">.</span></font>=
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Co=
nsumer Spending on Culture in Canada, the Provinces and 15</span></font></=
div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Me=
tropolitan Areas in 2005 Hill Strategies Research Inc., February 21,</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">20=
07</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.hillstrategies.com/resources_details.php?resUID=
=3D1000215</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
is report shows that Canadian consumers spent over $25 billion on</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">cu=
ltural goods and services in 2005, including art supplies and</span></font=
></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">mu=
sical instruments, art works and events, home entertainment, movie</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
eatre admissions, photographic equipment and services, and reading</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ma=
terial.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ot=
her key findings of the report include:</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          The $25.1 bill=
ion in cultural spending is 5% higher
than the</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">co=
mbined consumer spending on household furniture, appliances and</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">to=
ols ($24.0 billion). </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Consumer spend=
ing on culture is over three times
larger than
the $7.7 billion spent on culture in Canada by all levels of government
in 2003/04. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Spending on cu=
ltural goods and services grew by
48%
between 1997 and 2005, much higher than the 18% rise in the
Consumer Price Index during the same period. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Canadians’=
; spending on live performing arts
is now more than
double their spending on live sports events. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Cultural spend=
ing per capita varies significantly
between the
provinces, from a high of $971 in Alberta to a low of $691 in
Newfoundland and Labrador. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Alberta had th=
e highest growth in consumer spending
between
1997 and 2005, both on cultural goods and services and on all goods
and services. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Among 15 metro=
politan areas, Ottawa and Calgary
have high
per capita consumer spending on cultural goods and services. </span></font=
></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Cu=
ltural and Heritage Activities of Canadians in 2005  </span></font></=
div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Hi=
ll Strategies Research Inc., March 28, 2007</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.hillstrategies.com/resources_details.php?resUID=
=3D1000223</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ba=
sed on Statistics Canada’s General Social Survey, this recent report<=
/span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">fr=
om Hill Strategies Research provides statistical information about</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
e cultural and heritage activities of Canadians in 2005 as well as</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ch=
anges in these activities between 1992 and 2005.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ov=
erall, the report finds that most cultural and heritage activities</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">at=
tracted roughly the same percentage of Canadians in 2005 as in
1992.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Gi=
ven the population growth between 1992 and 2005, all cultural and</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">he=
ritage activities saw an increase in the absolute number of</span></font><=
/div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ca=
nadians attending, visiting, reading, watching or listening. </span></font=
></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">On=
e of the most striking findings of the report is that there was a</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">st=
rong and consistent increase in art gallery visitors between 1992</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">an=
d 2005. The overall percentage of Canadians visiting an art gallery</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">in=
creased from 19.6% in 1992 to 26.7% in 2005. Exactly 7 million</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ca=
nadians visited an art gallery in 2005.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
ere was also an increase, albeit much less pronounced, in the</span></font=
></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pe=
rcentage of Canadians visiting any type of museum. Just over</span></font>=
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">on=
e-third of Canadians (35.2%) 15 years of age or older, or 9.2</span></font=
></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">mi=
llion people, visited a museum in 2005, an increase from 32.7% in</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">19=
92.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Re=
garding the performing arts, 41.2% of the population 15 or older</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">(1=
0.8 million Canadians) attended a concert or performance by</span></font><=
/div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pr=
ofessional artists of music, dance, theatre or opera (excluding</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">cu=
ltural festivals) in 2005. This is very close to the performing arts</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">at=
tendance rate in 1992 (42.4%), and a distinct increase from the 1998</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ra=
te (37.6%).</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Co=
ntrary to fears concerning a general decline of classical audiences,</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">cl=
assical music saw a slight increase in the percentage of the</span></font>=
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">po=
pulation attending a performance between 1992 and 2005.</span></font></div=
>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
2005, as a leisure activity (not for paid work or studies):</span></font>=
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          86.7% of the p=
opulation 15 or older read a newspaper
(22.6
million Canadians); </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          78.2% read a m=
agazine (20.4 million Canadians);
and</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          66.6% read at =
least one book (17.4 million Canadians).</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ab=
out four in 10 Canadians read at least one book each month in
2005.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e 17.4 million Canadians reading at least one book is slightly</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">la=
rger than the 15.9 million Canadians going to at least one movie at</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">a =
theatre or drive-in.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Be=
tween 1992 and 2005, the rate of book reading remained stable,
with two-thirds of the population reading at least one book in 1992,
1998 and 2005. Magazine reading decreased slightly and newspaper
reading decreased more substantially between 1992 and 2005.</span></font><=
/div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">On=
e in three Canadians visited an historic site in 2005 (almost 9</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">mi=
llion people), and the same number visited a zoo, aquarium,</span></font><=
/div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">bo=
tanical garden, planetarium or observatory. Nearly one in two</span></font=
></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ca=
nadians visited a conservation area or nature park in 2005 (12</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">mi=
llion people). One in six Canadians visited conservation areas or</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">na=
ture parks at least five times during the year.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Be=
tween 1992 and 2005:</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          There was a si=
gnificant increase in the percentage
of
Canadians visiting an historic site; </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          The percentage=
of Canadians visiting a zoo, aquarium,
botanical garden, planetarium or observatory decreased slightly; and
=95          The percent=
age of Canadians visiting a conservation</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ar=
ea or nature park changed very little.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
2005, six in 10 Canadians went to at least one movie at a theatre</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">or=
drive-in (about 16 million people), while eight in 10 watched a</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">vi=
deo (over 20 million people). Both activities showed increases</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">be=
tween 1992 and 2005.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e report also highlights the music listening activities of</span></font></=
div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ca=
nadians: 28.6% listened to downloaded music in 2005 (7.5 million</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pe=
ople), compared with 83.9% who listened to music recorded on CDs
or other formats (about 22 million people). Very few Canadians relied</spa=
n></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ex=
clusively on downloaded music in 2005.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Pr=
ovincial Profiles of Cultural and Heritage Activities in 2005</span></font=
></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Hi=
ll Strategies Research Inc., October 2, 2007</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.hillstrategies.com/resources_details.php?resUID=
=3D1000237</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ba=
sed on Statistics Canada’s General Social Survey, this report</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pr=
ovides provincial information about cultural and heritage activities</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">in=
1992 and 2005. The report provides insights into the number and</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pe=
rcentage of provincial residents 15 or older who:</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Attended live =
performances; </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Visited art ga=
lleries and other museums; </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Visited histor=
ic sites and other heritage organizations; </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Read a newspap=
er, magazine or book; </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Watched movies=
or videos; or </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Listened to re=
corded music. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">So=
me of the report’s key findings include:</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          In most provin=
ces, as in Canada as a whole, most
cultural and</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">he=
ritage activities attracted about the same percentage of the</span></font>=
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">po=
pulation in 2005 as in 1992. Provinces in this situation include</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Al=
berta, Saskatchewan, Manitoba, New Brunswick, Nova Scotia,
Prince Edward Island, and Newfoundland and Labrador. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Given the stro=
ng population growth in most provinces
between
1992 and 2005, almost all cultural and heritage activities saw an
increase in the absolute number of provincial residents attending,
visiting, reading, watching or listening. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Reading, music=
and movies are among the most popular</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">cu=
ltural and heritage activities in all provinces. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          British Columb=
ia and Ontario are the only provinces
where a
heritage activity – visiting a conservation area or nature park –=
;
attracted at least half of the population in 2005. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Contrary to th=
e national trend, many cultural
and heritage
activities attracted a smaller percentage of British Columbians in 2005
than in 1992. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          In Ontario, ma=
ny cultural and heritage activities
attracted a
larger percentage of residents in 2005 than in 1992, including
cultural/heritage performances (such as Aboriginal dance, Chinese
opera, or Ukrainian dance), museums, public art galleries, historic
sites, book reading, movies and videos. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          In Quebec, as =
in Ontario, many cultural and heritage
activities
attracted a larger percentage of residents in 2005 than in 1992,
including cultural/heritage performances (such as Aboriginal dance,
Chinese opera, or Ukrainian dance), museums, public art galleries,
historic sites, conservation areas or nature parks, movies, videos and
music on CD or other pre-recorded formats. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Movie-going is=
particularly popular in Quebec.
In fact, Quebec
is the only province where more people go to movies than read books.
In addition, Quebec is the only province where movie-going is within 10
percentage points of video-watching.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e full report contains much more information and detailed tables</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">re=
garding cultural and heritage activities in all 10 provinces in 1992</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">an=
d 2005.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ne=
w data and additional analysis of performing arts attendance in B.C.</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">an=
d Ontario are available in two recent presentations by Kelly Hill.</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Fo=
r the B.C. presentation (entitled Audience research in action),</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">vi=
sit</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.hillstrategies.com/resources_details.php?resUID=
=3D1000217</span></font><font face=3D"Arial"><span
style=3D"font-size:10pt">.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e Ontario presentation, entitled Spreading the arts bug: Ontario</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pe=
rforming arts evidence, is available at</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.hillstrategies.com/resources_details.php?resUID=
=3D1000243</span></font><font face=3D"Arial"><span
style=3D"font-size:10pt">.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">--=
----- End of forwarded message -------</span></font></div>
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