UBC Graduate Research

Arts and Culture District : On-Campus Resident Gaps and Opportunity Analysis Henry, Allison; Saini, Anandvir; Jarvis, Angela; Kosch, Henry; Walker, Mackenzie; Southard, Rose


The Arts & Culture (A&C) District is supported in part by the adjacent population of students, staff and residents who live within the neighbouring area. This report aims to identify the gaps and opportunities for increasing the attendance and participation of this demographic at events within the A&C District. These were identified through data gathered at pop-up engagements conducted in the NEST and Orchard Commons. These engagements consisted of three interactive boards, where participants would respond to a series of questions with sticky notes, and informal interviews, where a broader understanding would be gained of the participants ‘sticky note’ responses. By the time the pop-up engagements had concluded, over 50 individuals had been engaged with, and approximately 200 unique responses had been received. After performing a thematic analysis of those responses, several key findings were determined. These findings were grouped together under the themes: (1) Advertising, Marketing and Coverage, (2) Theme and Appeal of Events, (3) Affordability and Financial Constraints, (4) Psychosocial and Behavioral Factors, (5) Venue and Timing, and (6) Other Commitments. From these findings, several short term and long term recommendations emerged. In the short term, it is recommended that content advertising and outreach strategies have a focus on social media and online presence opposed to traditional print media. In addition, awareness about event incentives should be increased and attendance data for events within the A&C District should be coordinated and collected. As for the long term, it is recommended that an A&C identity be developed throughout campus and that events be increasingly student-led as well as impromptu or drop. Events should also be considered that contain social interaction and meeting new people as part of the event. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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