11.6.0069 Application
Pinellas County

Applicant Information

Proposal Information

Mission Statement

The mission of the Pinellas County Cultural Affairs Department is to serve as an advocate for the arts, by promoting the development and appreciation of the arts in Pinellas County through programs and services for the arts industry, government and the community-at-large.

Proposal Summary: Goals

The Cultural Affairs Department (CAD) will continue implementation of the strategies outlined in the Community Cultural Plan, its commitment to planning in partnership with the community, and will continue a 33-year history of providing programs and services in the areas of marketing/cultural tourism; community collaborations/outreach; arts education; grants; advocacy; technical assistance; and public art and design.

GOAL 1: CULTURE & ECONOMIC DEVELOPMENT - Develop arts, heritage, and cultural resources to enhance Pinellas County's economy and aesthetic environment.

GOAL 2: MARKETING/CULTURAL TOURISM - Market Pinellas County as a cultural destination to increase participation by residents and visitors.

GOAL 3: ARTISTS & CREATIVE WORKERS - Value and assist artists and creative workers as fundamental to a vibrant community.

GOAL 4: ARTS EDUCATION - Ensure lifelong education opportunities to expand knowledge and experience in and through the arts.

GOAL 5: FUNDING & SUPPORT TO THE CULTURAL SECTOR - Achieve increased public and private funding to strengthen Pinellas County's cultural sector.

Proposal Summary: Objectives

Objectives for Goal 1:
Maintain network of art integrated into the park, trail and transit systems and community based projects;
Develop new interactive public art education materials to increase knowledge, engagement and participation by residents and visitors;
Maintain current level (8) of technical assistance and marketing workshops for arts organizations.

Objectives for Goal 2:
Collaborate with Visit St. Petersburg/Clearwater (CVB) to produce and promote a new online master cultural calendar that effectively promotes the activities of cultural organizations;

Collaborate with Visit St. Petersburg/Clearwater (CVB) to provide a cultural tourism workshop;

Increase number of contacts in the e-marketing database by 10%;

Increase distribution of the Cultural Map by 15%.

Objectives for Goal 3:
Maintain current level (3) of technical assistance workshops for artists;
Expand professional development opportunities by 2 events.

Objectives for Goal 4:
Maintain support of Arts for a Complete Education (ACE) steering committee;

Present 125 performances of "Prince of Frogs" theater production;

Continue participation in and support of Pinellas Creative Aging Initiative;

Increase visual and performing artists' residencies by 4 schools.

Objectives for Goal 5

Develop and implement advocacy workshop and update tool kit;

Increase participation in workplace giving programs by 10%;

Increase purchase of Arts License Plates by 5%;

Convene a series of 3 private-funding roundtable events.

Proposal Summary: Activities

Activities include:

• Maintain and promote the Public Art and Design program and projects in a wide range

  of indoor and outdoor venues throughout the county;

• Distribute the Public Art brochure and develop new educational materials;

• Engage experts to provide Technical and Management Assistance, plus Cultural

  Tourism Workshops for artists, arts educators, and arts and cultural organizations;

• Collaborations to produce and disseminate master cultural calendar;

• Campaign to encourage visits to the website and sign-ups for all e-information;

• Collaborate with VSPC, local chambers and venues, and arts organizations to distribute

  Cultural Maps;

• Create new logo, brochure, and redesign the principal's appreciation event with ACE;

• Schedule Prince of Frogs performances in public and private schools and distribute

  educational materials;

• Collaborations to produce Asset Map for Creative Aging Initiative;

• Engage and train teaching artists for underserved schools;

• Public Awareness and Advocacy to increase awareness of issues facing the field, the

  community-at-large, and the legislative delegation in the areas of arts and culture
  workshops and seminars on advocacy, provide an Advocacy Tool Kit, and roundtables
  featuring funders from foundations and the business community;

• Collaborations to increase sale of arts license plates;

• Collaborations with community groups, civic organizations, governmental agencies, and businesses to increase partnerships, develop new audiences, encourage

  sustainability, and support special events.

Narrative: Proposal Description

Instructions to the Applicant

Provide details on the plans to implement proposal activities. Include information on the following:

• how the proposal fulfulls the applicant mission
• the timeline of the proposal
• the services provided to your audience (including membership) and how those services are provided (LAAs and SSOs only)

The following are examples of the continuing activities and services that relate to the goals and objectives. They are grouped by core service area.

TECHNICAL & MANAGEMENT ASSISTANCE: Workshops for Arts Organizations: CAD completed a third 3-year cycle of the National Arts Marketing Project (NAMP) funded by American Express and Americans for the Arts. CAD's marketing workshops will continue to be based on the models designed by NAMP and the Arts & Business Council in New York City. CAD will conduct a series of marketing workshops for organizations with national presenters and topics such as: Creating an Effective Marketing Plan; Branding & New Audience Development; Earned Income Strategies through Target Marketing; A+ Customer Service; E-Marketing 101; Social Networking & New E-Media. Also planned are grants writing workshops and an accessibility workshop designed to assist organizations to enhance the accessibility of programs to persons with disabilities.

Workshops for Individual Artists: Technical and career workshops, based on artists' needs, surveys and evaluations will include topics such as: Nuts & Bolts of Public Art Commissions; Cultivating a Career in the Performing Arts; Thrive, Not Just Survive: A Primer for the Art Studio Professional (including Booth Design, Dynamic Sales Techniques, Your Images & The Jury, and Product Development & Trends); The Paper Chase: From Record-Keeping to Business Acumen; and Legal Issues: Estate Planning, Copyrights, Licensing & Insurance. Additional topics may include disaster preparedness, diversity training, and grantswriting. CAD also promotes training opportunities offered by the Juvenile Welfare Board and presents workshops with the Arts Council of Hillsborough County.

GRANTS: Cultural Development Grants Program: General support grants designed to enhance the stability and development of nonprofit cultural organizations. FY10 program is funding 27 organizations. Cultural Tourism Grants: Marketing grants program designed to provide marketing dollars for cultural organizations to strengthen cultural tourism. The program provides out-of-market advertising funds for 13 organizations in FY10. Arts Teacher Grants: Funding program is designed: to support arts education projects for which traditional source guidelines may be too narrow, school resources too limited, or for unanticipated project expenses which occur during the school year; to encourage teachers to seek professional growth opportunities through attendance at seminars, workshops, institutes and conferences; and to bring professional artists into the classroom. Grant awards are up to $1,000. Arts Education & Outreach Grants: Program designed to support special arts education and outreach projects developed by cultural organizations. In FY09 18 organizations received grants totaling $53,000.

ADVOCACY: CAD serves as a clearinghouse for current issues affecting the arts and leads advocacy efforts by providing information to local, state and national officials. Staff members monitor budget and legislative issues and serve on city and county governmental advisory groups, providing advocacy for the inclusion of the arts and culture. Staff also conducts workshops and seminars, and makes presentations to schools and community groups. CAD participates in the AFA multi-year, multi-media national advertising campaign, THE ARTS, ASK FOR MORE, to raise public awareness and positively change the public's attitudes regarding the value of the arts. Arts and Economic Prosperity III: CAD participated in the 2007 study and anticipates joining the 2012 study produced by Americans for the Arts. CAD continues to use the data gathered to advocate for cultural development.

MARKETING: CAD produces and distributes a cultural map rack/brochure of Pinellas County; maintains a website, publishes e-newsletters, event listings, opportunities, and e-bulletins with a distribution of over 2,400 contacts. CAD will collaborate again with the Communications Dept. to produce arts-focused TV segments and to market the arts license plate. CAD plans to implement an online master calendar in FY11. Please see Marketing and Promotion later in this document.

ARTS EDUCATION AND OUTREACH: Programs and sevices such as artist residencies in the schools, teacher and artist training, Education Consortium, Arts for A Complete Education, and The Prince of Frogs--please see Narrative 9.

COLLABORATIONS: Sustainability: In 2006, the County Commission passed a resolution which commits the county to work in partnership with citizens, neighboring governments, developers, businesses, educators and other agencies to achieve sustainability in all areas of the community. In 2007, Pinellas was the first county to receive silver certification from the Florida Green Building Coalition. CAD is planning to provide ongoing information electronically and through workshops/webinars to assist cultural organizations to develop strategies to conserve resources for themselves. Clearwater Arts Foundation (CAF!): CAD staff serves on the Board in an advisory capacity and assists with the Arts Education Committee. City of St. Petersburg Arts Advisory Committee: CAD staff serves as a member and provides technical assistance and current information on cultural issues and policies.

PUBLIC ART: The Public Art and Design Program seeks to enhance the quality of life for residents as well as to support tourism and the economic vitality of he county through the enhancement of public spaces. The Public Art & Design Master Plan was approved in 2007 and while the program is currently on hold, work continues on three major site specific projects: St. Petersburg/Clearwater International Airport, Belleair Bridge, and Wall Springs Park. CAD's focus will be on promoting the current collection, developing more interactive education materials to improve public understanding and access to the collection.

Narrative: Culture Builds Florida's Future

Instructions to the Applicant

Using the four response areas below, describe the relationship between the proposal and the Division's strategic plan, Culture Builds Florida' Future.

General Program Support applicants must complete at least 3 of the four response areas. Specific Cultural Project applicants must complete at least 1 of the four response areas.

1. Strengthening the Economy

   Cultural Development Grant funding enables arts and cultural organizations to hire artists, purchase supplies, materials and equipment, engage marketing and public relations firms to increase audiences, patrons and awareness. As evidenced by the growth in number and size of the arts organizations in St. Petersburg–the Dali Museum is building a new structure, the Arts Center is expanding the clay program from its current small space to much larger and better equipped St. Pete Clay Company, adding a hot shop for glass making, and opening the Chihuly museum in a new space on Beach Drive, a new theater for American Stage–there is also an attendant growth in restaurants and retail shops, bringing more residents and visitors to the area.

   The Cultural Tourism Grant funding provides for major marketing initiatives outside the area, and results in the addition of room nights and restaurant and retail purchases. Research by Dr. Walter Klages of Research Data Services, shows that cultural tourists spend more per capita than any other group of visitors. In addition, arts organizations work with hoteliers, restaurant owners, and retailers to create partnerships and packages to enhance the visitor experience and spending.

   In all grant programs, CAD requires evidence of strategic planning and long- and short-range plans from each applicant organization.

   Professional development opportunities provided by CAD develop skills and strategies to enhance organizational operations and build capacity.

   CAD participates in the AFA multi-year, multi-media national advertising campaign, THE ARTS, ASK FOR MORE, to raise public awareness and positively change the public's attitudes regarding the value and funding of the arts. Arts and Economic Prosperity III: CAD participated in the 2007 study and anticipates joining the 2012 study produced by Americans for the Arts. CAD continues to use the data gathered to advocate for cultural development.

2. Learning and Wellness

   All arts education activities described in this proposal promote learning and wellness including:

   The School Residency Program utilizes a number of methods to strengthen the arts component in the underserved schools in which the residencies takes place.

   • Collaborate with the classroom teacher to use established district curriculum to develop arts activities to enhance student achievement at all levels;

   • Develop projects based on the works of acclaimed minority artists to engage all students, to increase participation by blending academics and arts activities, which will assist in closing the achievement gap;

   • Work with selected arts and cultural organizations to exhibit student artwork; and prepare and distribute invitations to faculty and families for exhibition openings.

   • With the assistance of the CAD, select appropriate field trips to arts and cultural organizations and prepare students to participate.

   The Prince of Frogs uses musical theater to teach the importance of one of our most precious resources-water-and its role in our health and the necessity for conservation. Children are encouraged to take the message home and share with their families and friends–we have anecdotal evidence from teachers and parents who report that students repeat principles learned long after the performance has ended.

   The Pinellas Partners for Creative Aging Initiative is dedicated to working with representatives from aging services, government, educational and arts organizations to develop strategies to provide opportunities for older adults to engage in the arts, provide training for artists who wish to work with this population, and continue to encourage arts organizations to develop new programs and strengthen existing ones. Participatory workshops in theater, music, dance, visual and literary arts were offered in 2009 and will continue throughout the grant period.

3. Building Leadership

   The proposal builds leadership through fostering collaborations, partnerships and dialogue with a variety of organizations in and outside of the cultural sector including:

   • Visit St. Petersburg/Clearwater (CVB) and the Tourist Development Council;

   • St. Petersburg College;

   • City of Clearwater;

   • Clearwater Arts Foundation;

   • City of St. Petersburg Arts Advisory Committee;

   • St. Petersburg Business Assistance Center;

   • Economic Development and Planning agencies;

   • Leadership Pinellas;

   • Leadership Tampa Bay;

   • Pinellas County Schools;

   • Juvenile Welfare Board;

   • Eckerd College;

   • Area Office on Aging;

   • Grants Collaborative of Tampa Bay;

   • Family Resources; and,

   • Tampa Bay Business Committee for the Arts.

   These associations broaden the reach and message of the importance of arts and culture to our community's economic development, as an integral part of tourism marketing (our number one industry in Pinellas) and the quality of life for all residents.

   Cultural Affairs provides information and brand messages to a broad constituency though its print and online publications, advocacy workshops for cultural leaders, advocacy e-bulletins, and community presentations.

4. Design and Development

   The Public Art & Design Program, advances design and development by commissioning artworks to enhance public spaces throughout the county. The 2007 Public Art & Design Master Plan identified four major project areas; (1) parks and natural environments, (2) signature iconic projects, (3) civic infrastructure, and (3) community projects. Successful site-specific projects include place-markers along the 34 mile Pinellas Trail used by over 90,000 people annually; gateway sculptures as part of the old downtown Main Street project in Palm Harbor; and a boardwalk sculpture at Brooker Creek Preserve & Environmental Education Center. Boca Ciega Millennium Park hosted a residency with artist Leslie Fry that resulted in installations integrated into the wooded environment, a series of community workshops, a DVD and book.

   To reinforce the County's commitment to sustainability and its designation as the first county to receive silver certification from the Florida Green Building Coalition, Miami artist Xavier Cortada developed a special project for the Florida Botanical Gardens. Through this artist-in-residence program, the artist worked at the Gardens to promote environmental sustainability and the use of native plants in home landscaping. This eco-art project consisted of a variety of public works, many with participatory, educational events involving schoolchildren, the community, and the Pinellas Chapter of the Florida Native Plant Society.

   Current projects include commissions for the St. Petersburg/Clearwater International Airport, the Belleair Causeway Bridge and Wall Springs Park.

   Many cultural non-profits and local governments in Pinellas have used the principles of adaptive re-use in establishing active facilities. In downtown St. Petersburg the Morean Art Center, Florida Holocaust Museum, Studio@620, and Florida Craftsmen have all purchased and renovated old commercial buildings along Central Avenue. The elegant Palladium Theater, housed in a former church joins them in creating a vibrant cultural district.

Narrative: Marketing and Promotion

Instructions to the Applicant

Describe marketing, promotion, and/or publicity plans for the proposal. Also describe how these plans will develop or expand the audience related to the proposal.

Cultural Affairs markets its programs and services as well as promoting cultural organizations and cultural events through the following:

Cultural Affairs website, www.pinellasarts.org, contains information on all programs and services, a cultural directory, festival calendar,links to other sites and contact information plus
listings in the Artists' Directory database. ArtsInfo is an online publication which is geared toward artists and arts organizations and features timely/dated information on opportunities (local, state and national) for professional employment, grants, internships, and professional development in all arts disciplines. The Cultural Directory maintains a current list of arts and cultural organizations and facilities. Arts Education on the website lists arts, humanities, and sciences educational opportunities, events, and resources for youth, adults and families as well as school programs, field trips and professional education workshops and classes for teachers. The Festival Directory is an online statewide guide to over 375 outdoor arts and crafts festivals and is updated annually.

St. Petersburg-Clearwater Area Cultural Map: A rack brochure/map of Pinellas County with corresponding lists of visual and performing arts facilities, history and science museums, cultural resources, special events and festivals distributed widely in public places throughout the county, hotels, motels and other businesses.

Public Art and Design Brochure: A full-color brochure which includes photographs, locations, and artists and is distributed county-wide through arts organizations and public venues including the St. Petersburg/Clearwater Airport.

Events Calendar Online anticipates expanding through collaborations with Visit St. Pete/Clearwater and the Arts Council of Hillsborough County into a Master Calendar for arts and culture in the Tampa Bay region.

E-Newsletter is distributed monthly via Constant Contact to 2400 email addresses and is posted on the website.

E-Bulletins: Time sensitive information is sent electronically to artists, arts educators, organizations, and departments within government, providing up-to-the-minute news on grants, workshops, legislative matters and other critical issues.

Social Media: The county is currently developing a policy and procedures related to social networking and we anticipate using those tools in the future.

Arts and Economic Prosperity III: As one of 156 communities to participate in the recently released study by Americans for the Arts, Arts & Economic Prosperity III, staff collected and submitted data from artists, organizations and patrons which showed that Pinellas County generated $159.71 million in revenue and nearly 4,000 jobs from the local nonprofit arts and culture industry. CAD distributes brochures with the findings to increase awareness of the enormous economic impact of the arts in Pinellas County.

Cultural Affairs collaborates with the county Communications Department, on an ongoing series of arts-focused segments which are part of a half-hour television show called "Inside Pinellas". The segments include current arts and cultural events, plus interviews with organizations, arts educators, and artists. All 10 previous segments can be viewed at our website www.pinellasarts.org , then click on Streaming Video in the blue column on the left. Media releases through Communications serve as another avenue to promote arts and culture–the releases are also posted on the website.

CAD provides organizational and event information from the cultural community to the Visit St. Pete/Clearwater Visitors Guide which is distributed nationally and internationally and on the website at www.FloridasBeach.com . In addition, events are highlighted on their Facebook and Twitter sites.

Narrative: Personnel and Partners

Instructions to the Applicant

Provide information on the following:

• Contributing guest professionals, key staff members (artistic, programmatic, administrative, or other staff) and other personnel directly related to the planning, implementation, activities, and evaluation of the proposal. If personnel positions are currently vacant, provide the selection criteria that will be used.
• Key partnerships (specifically related to this proposal) with public and private organizations. Discuss the responsibilites and benefits of the partnership and whether formal agreements are in place.

Professional Staff

Judith B. Powers, Director
Chief Executive since 1989: Responsible for all fiscal, managerial and programmatic aspects of the Cultural Affairs Department; and the Cultural Council including financial planning; resource development; internal planning and community cultural planning; governmental and community relations, advocacy; policy development; technical/management assistance, Public Art & Design , and supervision of professional staff. Ms. Powers serves as liaison to the Pinellas Cultural Foundation and serves on the City of St. Petersburg Arts Advisory Committee.

Kay Campbell, Education and Grant Services Director
Since 1997: Responsible for the coordination and implementation of the Cultural Development, Cultural Tourism, Arts Education and Outreach, and the Arts Teacher Grants Programs; coordination of all local education programs sponsored by CAD, including visual and performing artists-in-residence and teacher professional development programs; research and preparation of grant and foundation funding proposals; grants writing and management workshops for organizations; and assist with advocacy efforts; represents CAD on the Creative Aging Initiative steering committee.

Michele Tuegel, Media and Arts Specialist
Since 2004: Responsible for marketing and publications including the website, ArtsInfo (monthly e-publication with opportunities under a wide variety of categories which goes out to Hillsborough and Pinellas counties), monthly e-newsletter and e-bulletins; assists with Public Art and Design publications and collection management; coordinates and implements the National Arts Marketing Project (NAMP)along with additional workshops for artists and organizations; liaison to the Arts for a Complete Education (ACE) steering committee.

Guest Professionals

Pamela Miles, Teaching Artist
Since 2002: In underserved schools in Pinellas County, responsible for incorporating the Sunshine State Standards into projects; collaborating with classroom teachers to develop arts activities based on selected curricula to enhance student achievement; develop projects based on the works of acclaimed minority artists to engage all students and increase participation; work with arts and cultural organizations to exhibit student artwork; create and distribute invitations, curate and hang the exhibitions; and with CAD, select appropriate arts field trips and prepare students to participate. Ms. Miles is an award-winning, professional visual artist.

Lois Saperstein, Workshop Presenter
Saperstein is the founder and executive director of the Center for the Arts: Creativity, Experience, Empowerment, and of the Arts Marketing Partnership in Morganville, NJ, and consults with arts organizations nationally on organizational infrastructure including strategic planning, marketing, collaborative partnerships and sponsorships. Saperstein developed the Arts in Prevention Certificate program at Rutgers University and has organized workshops and conferences which address youth, families and communities through the arts.

Pinellas County Schools, Mahaffey Theater, Morean Arts Center, and Ruth Eckerd Hall, Partners

Since the 1990's Pinellas County Schools and these visual and performing arts organizations have partnered with CAD to provide access to schools and teachers, performances, classes, tours and exhibit space for student artworks. Their partnerships are ongoing and will continue throughout the grant period.

Pinellas County Utilities,
Southwest Florida Water Management District (SWFWMD), Partners

Since 2001 Pinellas County Utilities and SWFMD have provided support for the Water Education Through the Arts program. STAGES Productions, a regional professional children's theater company has developed three productions which rotate every two years: The Water Pigs, Prince of Frogs and Aesop's Aqua Adventures which teach water conservation and the importance of watersheds.

Proposal Estimates

Estimated Counties served

• Hillsborough
• Pinellas

Narrative: Assessment and Planning

Cultural Affairs employs a variety of activities to assess cultural needs and to develop both departmental and community plans.

COMMUNITY CULTURAL PLAN 2005-2010: The Community Cultural Plan identifies needs and opportunities, defines goals and recommends funding and actions to strengthen the county's arts, culture and heritage and to enhance our quality of life and economic development. CAD worked with consultant Craig Dreeszen, Ph.D. on the development of the plan which involved a steering committee, taskforces, focus groups and surveys that involved more than 1,000 individuals. The County Commission accepted the plan in June, 2005. CAD reviews the plan annually to assess progress and receives input from the Cultural Executives Committee, advisory groups such as the Education Consortium, artists' organizations, school officials, ACE Coalition, government officials and community organizations. We anticipate an update in 2010-2011.

PUBLIC ART AND DESIGN MASTER PLAN: CAD completed the Public Art & Design Master Plan in 2007. The consulting team of Todd Bressi and Meridith McKinley facilitated the year-long process working with Public Art Advisory Committee. The team conducted site visits, interviews and led a charette with participants from other county departments, municipal leaders, outside agencies, arts professionals and community members. The plan specifically recommends a variety of public art projects that relate to the unique visual landscapes and built environment in Pinellas. The plan projects an average annual budget of $450,000 per year over a 10-year timeline. Due to the current economic environment the program was placed on hold 10/1/09.

COMPREHENSIVE PLAN: County planning staff completed a major update to the Comprehensive Plan, based on a multi-year process of analysis, review and public input. The Evaluation and Appraisal Report identified current issues, and recommended actions to address those issues. Those recommended actions were turned into goals, objectives and policies that were included in the final Comprehensive Plan approved by the BCC in 2008. CAD was involved in the process, providing input and reviewing drafts concerning cultural development. Included in the plan is an element that incorporates key recommendations from the Community Cultural Plan and the Public Art & Design Master Plan.

VISION PINELLAS: The County Commission's strategic plan includes six strategic focus areas. CAD staff served on the Environment, Recreation & Culture interdisciplinary task force. Due to the current economic conditions the Commission will be engaged in a new, fast-track strategic planning process in early 2010 which will revise the VISION PINELLAS plan and help define core services.

REGIONAL INITIATIVE / ONE BAY: In 2007 the Tampa Bay region hosted a growth visioning exercise called Reality Check Tampa Bay. Over 300 leaders from the 7-county region participated in a day of exercises designed to increase awareness and educate about the interrelationships among regional land use, transportation systems, and natural resources. Participants were challenged to discuss, analyze and develop alternative growth scenarios for our rapidly growing region through 2050. CAD staff participated in the initial visioning process, the follow-up sub-regional workshops and continues involvement in an effort to keep cultural issues part of the conversation.

Narrative: Proposal Impact

Pinellas County is a peninsula surrounded on the west and south by the Gulf of Mexico and by Tampa Bay on the east. The county is 38 miles long and 15 miles wide at its broadest point. It is the second smallest county in Florida with a land area of 280 square miles. It is also the most densely populated, with 3,372 persons per square mile as of 2006 and ranked 6th in population in the state with a total population of 944,199 as of 2007. Primarily urban with outlying suburban districts, the county has 24 separate municipalities with St. Petersburg, Clearwater, Largo and Tarpon Springs being the largest. Its location on the west coast has made it both a major tourist destination, with over 5 million visitors in 2008, and a popular retirement location.

Median family income is $49,925, per capita income is $23,497, median household income is $37,111 and the percentage of persons below the poverty level is 9.9%.

The cultural diversity of Pinellas County includes a mix of well-represented ethnic enclaves. At the last census, there were 82,556 African-Americans, 18,984 Asian-Americans, 42,760 Hispanic/Latino and 28,831 of other cultural origins, including Native-American and those claiming two or more races.

There are currently 139 public schools,47 of which are Title I, including charter schools with a total enrollmennt of over 100,000 students. Of those 139 schools, 89 are elementary, challenge, fundamental or exceptional education centers. The student population is 62.9% white, 19.1% black, 9.3% Hispanic, 3.7% Asian, and .3% Native American with 46.67% on free/reduced lunch.

Shown by the diversity of organizations on our Cultural Map (support material) and our Cultural Directory (website) listing 155 organizations, our service area encompasses the entire county. Our current e-distribution database contains over 2,400 contacts. All of our activities/programs/projects are designed to serve as many arts and cultural organizations, artists, arts educators and patrons as possible. We provide workshops, seminars, advocacy training, publications, e-communications, links to local, state, regional and national sources for information on areas of significant interest to the field. We collaborate with arts and cultural organizations, the tourism industry, economic development, the school system and local and county governments to develop and support needed programs and services throughout the county.

This proposal will have a significant impact on our agency as it will provide support for the continuation of core services, the enhancement of artist's residencies in partnership with Pinellas County Schools, increased online marketing and promotion of cultural events/organizations, and expanded opportunities for professional development through on-site and online workshops and training.

Narrative: Education and Outreach

In its 18th year, Arts for a Complete Education (ACE) Pinellas identifies curriculum needs, strategies for change and actively pursues this agenda with administrators, the school board (a representative attends every school board meeting) and legislators. The Steering Committee, made up of arts educators, arts administrators, parents and arts education advocates from the community, develops an annual agenda and time-line and collaborates with arts organizations and businesses to present an annual principal appreciation event.

The Education Consortium is a group of arts educators, directors, and curators from 25 arts and cultural institutions which meets regularly for professional development and information exchange. The members of the Consortium collaborate to provide professional education opportunities for teachers throughout the year and partner with the CAD to provide school residencies and field trips.

The Prince of Frogs–Education to Conserve Water through the Arts Program is a collaboration among the Cultural Affairs Department, Southwest Florida Water Management District, and Pinellas County Utilities and uses live, musical theater to teach the water cycle, water conservation and to foster individual responsibility in students, teachers and parents. In the FY09 school year the program reached 65 schools of which 33 were Title I, and over 29,689 students and teachers in over 124 performances.

Culture Across the K-5 Curriculum is a day-long event for teacher professional development and is provided each year by the Education Consortium and Cultural Affairs. Workshops and performances led by teaching artists offer classroom teachers of Pre-K through Grade 5 opportunities to participate in arts activities for teaching across the curriculum. Each teacher receives materials for classroom use along with information from Consortium members on available arts education resources and programs. Planning has begun to offer smaller events at more locations throughout the year which will continue to be provided by professional artists and arts educators.

Residency Program: Since 1982, artists have been placed in special needs, inclusion and general education classrooms in Pinellas County. In 2009-2010 artists work with teachers and students to improve learning, social, and test-taking skills through the arts. Partnerships are developed with students, teachers, parents, and artists associated with community arts organizations including Museum of Fine Arts, Mahaffey Theater, and Morean Arts Center. Field trips to each venue are part of the program and student works will be on exhibit at each arts venue in the spring of 2010.

North county initiatives at the Tarpon Springs Performing Arts Center provide transportation and technical assistance on a yearly basis for performing arts programming for underserved elementary school students and their teachers in the northern section of the county.

In 2009 Pinellas County was selected by the National Center for Creative Aging as one of four areas engaged in a nation-wide Creative Aging Initiative. Representatives from aging services, government, educational and arts organizations, met monthly to discuss strategies for opportunities for older adults to engage in the arts, and to determine long-range objectives. An intermediate objective was to present a community seminar to increase public awareness, identify potential partners and provide some introductory training. On August 19, the Arts and Aging event met with huge success. The morning keynote speaker was Dr. Gene Cohen, acclaimed researcher in the field, and the afternoon breakouts offered training in working with older populations through visual arts, music, dance, creative writing and theater.

Operating Budget

Proposal Budget: Summary

Proposal Budget: Detail

Proposal Summary: Evaluation Plan

Evaluation Strategies:

• attendance figures at events/workshops;

• evaluation forms submitted by event/workshop participants;

• evaluation forms and interviews with

  administrators involved with consultancy
  projects;

• evaluations by teachers/artists/principals

  for AIE residency programs which are consistent
  with current strategies and methodologies
  in the field including: pre- and post-
  testing, written evaluations, audio visual
  documentation, anecdotal information, and
  interview with artists, teachers and
  students;

• Surveys and interviews with individual

  artists;

• Meetings/dialogue with various advisory

  groups;

• Public comment during public planning

  processes;

• Print and electronic media coverage

• Written project evaluations by grant

  recipients;

• Constituent survey of all Cultural Affairs

  program areas (biennial).

Narrative: Applicant History

Instructions to the Applicant

Provide a brief summary of the applicant's history. Demonstrate the applicant's commitment to art and culture in Florida. Include major accomplishments in the last two years. If applicable, describe the applicant's relationship with its parent organization (university, local government, etc.)

In 1976, the Pinellas Board of County Commissioners formally created the Pinellas County Arts Council as a permanent cultural organization growing out of the County's Bicentennial Action Committee. In its first year it had three staff members and the next year received a first NEA grant for $12,000 to establish the Artists-in-the-Schools Architecture Program, a pioneer project for the state.
From 1977-80 support came from the federal CETA program which expanded the AIE program to include 2 visual artists, a poet and program coordinator. With cuts to the CETA program, other funding was sought from the Board of County Commissioners and the first membership campaign began.
The AIE program placed artists from all disciplines in school and community settings and facilitated advocacy efforts by the Pinellas ACE Coalition. The Council provided programs for persons with disabilities and co-sponsored the Very Special Arts Festival, and the Playwrights Process-VSA Component. Programs and services included a 24-hour ARTSLINE, multi-cultural programs and diversity training, communications such as ARTSNEWS, technical/management assistance for artists and arts administrators, a resource library, directories, grant programs for artists, arts teachers and organizations as well as advocacy efforts on local, regional and national levels.
Special Millennium projects included a major public art exhibition at Ruth Eckerd Hall and a visit by Artrain USA. Arts Education projects/events included teacher professional education and a collaboration between Utilities, SWFWMD, and the Council to present "The Water Pigs", a musical theater production to teach water conservation in schools.
In succeeding years, the Arts Council grew to a staff of ten with an annual budget of $2.3 million. The council was actively supported with funding by county, state, city of St. Petersburg, NEA, Juvenile Welfare Board, Pinellas County Schools, as well as corporate sponsors and individuals. Programming grew to provide Cultural Tourism grants; community cultural planning; Business Volunteers for the Arts; and the formation of the Youth Arts Corps along with a partnership with the National Arts Marketing Project (NAMP) for marketing workshops and Americans for the Arts–Economic Prosperity Project.
The Public Art & Design program was established in 2002 and a master plan was completed in 2005. Over 15 projects in a variety of contexts and scales have been dedicated, with 3 additional projects scheduled for completion in 2010.
The most recent Community Cultural Plan developed in conjunction with the County's master planning process for parks and recreation was completed in 2005.
On October 1, 2006, after 30 years as an independent special district, the Arts Council and its staff were integrated into Pinellas County government and renamed the Cultural Affairs Department, part of the county's Culture, Education and Leisure Bureau. The organization's board of directors continues its advisory role as the Pinellas County Cultural Council. In the past two years CAD has moved from paper/printing of core publications to electronic media, saving paper and postage,and allowing for immediacy of information.
Completed in 2009, the Public Art artist-in residence program at the Florida Botanical Gardens was an eco-art project that promoted environmental sustainability and the use of native plants in home landscaping with community and school components. For a full description and photos, visit our website at www.pinellasarts.org and click on Public Art. Also in 09, Pinellas was selected by the National Center for Creative Aging as one of four national sites for the Creative Aging Initiative with CAD as representative.
On October 1, 2009, as part of county government downsizing, the Cultural Affairs Department relocated from the EpiCenter facility in Clearwater to Pinewood Cultural Park in Largo to share offices and support staff with the Culture, Education and Leisure Bureau. The Cultural Affairs Department and the Cultural Council are committed to continuing a high level of service to the community.

Narrative: Sustainability

Instructions to the Applicant

Describe plans to sustain the proposal activities after the grant period (if applicable). Include:

• Plans for expansion and growth for these or future activities and how activities will be sustained
• Information on the applicant's long range strategic plan (if available)

In an effort to sustain the proposal activities in the future Cultural Affairs will rely on successful grant applications, corporate sponsorships/underwriting, funding from the Pinellas Cultural Foundation and new public-private partnerships with nonprofit cultural and human service agencies.

Cultural Affairs is currently working within the goals, objectives and strategies of the Community Cultural Plan which is in effect through 2010. The department also works within the VISION PINELLAS plan which contains a strategic focus area for "Recreation, Open Space and Culture". The County Commission will begin a strategic planning process in early 2010 that will inform our updates to the Cultural Plan and our internal workplan.

Narrative: Fiscal Stability

Instructions to the Applicant

Provide information about the fiscal condition of the organization as it relates to the successful completion of the proposal. Include information about the following:

• Current debt level and reduction efforts
• Special fiscal circumstances that may exist and how they impact the proposal
• Endowments and/or savings (or plans for these)
• Acquistion of non-state financial support for the proposal

The Pinellas County Cultural Affairs Department is a department within the Bureau of Culture, Education and Leisure and is an integral part of county government. We do not carry any debt or operate at a deficit. While we have incurred significant budget reductions for FY10 due to the economic climate we do not anticipate reductions for FY11. Cultural Affairs does receive support for special projects from the Pinellas Cultural Foundation, Inc., and anticipates continuing to receive the same level of support from them in FY11.

Narrative: Collection Summary (GPS Collecting Museums only)

Instructions to the Applicant

Provide a summary of the applicant's collection (live or inanimate) and the collection policy. Provide information on the following:

• Size and scope of collection(s) the museum owns or uses
• Conservation and care
• Inventory and/or registration methods

Not Applicable

Applicant Accessibility

Narrative: Accessibility

Accessibility has always been a priority of the Cultural Affairs Department. We have collaborated with VSA arts of Florida for over 20 years through Very Special Arts Festivals, the VSA component of the Florida Playwrights Process, which produced a national winner, Monica Wrobel, whose play about emotional disability was presented at the Kennedy Center in Washington, DC. The Youth Arts Corps program was named by VSA arts as one of 17 model programs in accessibility and youth development through the arts. Staff has attended numerous workshops and been trained in Universal Design, developing inclusion strategies for arts and cultural organizations, and observation techniques for evaluating inclusive artist residency programs. CAD distributes information and materials from VSA arts of Florida to organizations, artists, and arts educators on a regular basis. As part of county government, all interactive forms posted on our website, including grant applications, must be accessible to any person with a disability.

As ADA compliance for the physical aspects (bathrooms, doors, aisles etc.) of venues has grown, it becomes increasingly important to ensure accessibility of programming, to market that accessibility, and to assist organizations to create a culture of inclusion and welcome new audience and patron members with disabilities.

In 2008, as part of a second cycle of grant funding for that year, CAD developed a component for Accessibility Initiatives for organizations to initiate, enhance, support, and implement accessibility of events and programs to persons with disabilities. Organizations were required to complete a detailed accessibility checklist and provide specific information as to the target audience, how accessibility would be increased for that population, and how the target audience would be made aware of the new accessibility. Grants were awarded to 15 organizations which developed a variety of programs and services, including the creation of large print and Braille catalogs and brochures; expansion of a literary/visual arts school program to exceptional education centers; a multi-sensory art installation which is now touring the country; provision of weekly sign language interpreters for docent-led tours, and a family day at a large museum entitled Accessible to All Arts Festival for People With and Without Disabilities plus resources for persons with disabilities called Art Connection. Although the funding is no longer available, a number of the organizations have continued to implement the projects and programs for which the grants were written. CAD will continue to encourage arts and cultural organizations to increase access by providing workshops, seminars and "best practices" training and information.

As part of the Arts and Aging Conference in 2009, teaching artists with experience in working with persons with disabilities were paired with arts organizations with inclusive programming to provide experiential workshops for participants at the conference. Since the aging process often includes loss of sight, hearing, and mobility, the workshops increased awareness of these issues and provided techniques to increase arts programming for seniors. One of the major goals of the Pinellas Initiative for Creative Aging is to partner with one of the local colleges to provide a certification program for artists who wish to become teaching artists for older adults with and without disabilities.

Pinellas County Cultural Affairs

SUPPORT MATERIALS

1. Director's Letter
2. Letter of support, Superintendent, Pinellas County Schools
3. Letter of support, Education/Community Relations Coordinator, Bright House Network
4. Letter of support, Visual and Performing Art Supervisors, Pinellas County Schools
5. Letter of support, Principal, John M. Sexton Elementary School
6. Letter of support, Director of Development, American Stage Theatre Company
7. Letter of support, Executive Director, Morean Arts Center
8. Letter of Support, Director of Cultural & Civic Services, City of Tarpon Springs
9. Website homepage
10. Culture in the K-5 Classroom workshop schedule for teachers
11. Arts & Aging workshop flyer
12. The Prince of Frogs Artists-in-the-Schools water conservation program flyer for teachers
13. Evaluation form, Prince of Frogs
14. Evaluation Summary, Aggregate numbers, Prince of Frogs
15. Final Report, Teacher evaluations from artist residency program/schools
16. National Arts Marketing Project (NAMP) workshop flyer for arts organizations
17. Evaluation form, National Arts Marketing Project (NAMP) workshops
18. Workshop flyer, Cultural Accessibility
19. News Review, St. Petersburg Times, Guy Kemper Public Art Project/installation
20. Artist-in-Residence Public Art Project, Xavier Cortada, website description
21. Annual Visitor's Guide cover (CVB) 2010-2011
22. Cultural Council member list
23. Organizational Chart

In pocket folder:
24. Call to Artists postcard, public art program
25. Informational bookmarks, public art program
26. Invitation to public dedication, sculpture installation, public art program
27. Brochure and map, Public Art in Pinellas County
28. Brochure, Pinellas County Cultural Map
29. Brochure, Culture in the Classroom
30. Thank you notes from K-5 students, artists-in-the-schools program
31. ACE (Arts for a Complete Education) invitation & program, Principal's Luncheon
32. Brochure, Arts & Economic Prosperity, Americans for the Arts, national and local impact
33. Promotional piece, I'm an Arts Fan!