CULTURAL DIVISION RECOMMENDS APPROVAL OF THE ABOVE MOTION.
This item supports the Commission Vision of “A Community With Accessible, Vibrant Arts and Culture, Recreation and Learning Opportunities. Goal 1: Provide diverse artistic, cultural, educational, and historical amenities and programs that contribute to a vibrant, multi-cultural and economically-viable community.”
This item also supports the Commission Vision of “A Sustainable, Creative Approach to Community Redevelopment and Affordable Housing. Goal 2: Strengthen stakeholder partnerships to increase the availability of affordable housing options for all, such as single-family homes, multifamily homes, and purchasing and rental.”
The Florida State of the Arts license plate program was created by the State Legislature in 1994. Designed by artist Stephen Kline (Exhibit 1), funds collected through the sale of these specialty license plates are used to support arts organizations, arts programs, and arts activities within the County.
Since 1995, the Broward Cultural Division (Division) has received more than $1.3 million in revenue from the sale of the tag. To date, total funding in the amount of $757,097 was allocated for the development of the Artspace Sailboat Bend Artist Lofts, a 37-unit affordable live/work space for local artists and their families in Broward County. Funds were also allocated for the South Florida Cultural Consortium Visual and Media Artists fellowship program during fiscal years 2010 to 2014 ($325,000) and to power2give ($25,000) in fiscal year 2013.
Due to the success of the Artspace Sailboat Bend Artist Lofts, the Division is currently exploring the possibilities of developing a second affordable live/work space in Broward County.
Since 2007, the annual sales revenue from the tags has declined more than 26% (Exhibit 2). To increase sales, the Division plans to launch a marketing and advertising campaign to increase public awareness. The marketing campaign includes distribution of press releases, announcements of the program during workshops, prominently placing the license plate logo on the Division website and adding the license plate logo below the signature for outgoing Division emails. The advertising campaign will encompass placements on billboards, buses, print, cable TV and displaying posters in auto dealerships.
The Arts License Plate Fund currently has a balance (unaudited) of $223,373. This year’s advertising campaign (Exhibit 3) is slated to begin in April 2014 and will run through October 2014, at a total cost of $23,300. |