Summer Internship 2009: The Mural Arts Program of Philadelphia

1. Summer Internship 2009: The Mural Arts Program of Philadelphia Bethany Giblin

2. As a public art program serving the City of Philadelphia, the Mural Arts Program works in partnership with communities, grassroots organizations, city agencies, schools, and philanthropies to achieve the following goals: Develop sustainable partnerships with community organizations in order to create murals that reflect the community's culture, history, and vision Catalyze community development, neighborhood activism, and civic pride Foster youth development through experiential art education and mentorship with professional artists Support artists and artisans in sharing their talents and experiences with youth and communities in Philadelphia, and Use the power of art and the mural design process as tools for community engagement, blight remediation, beautification, demonstration of civic pride, and prevention and rehabilitation of crime. Mission of the Mural Arts

3. Brief History Jane first painted murals in California, after going to school to be a lawyer. People loved her murals over there, but after discovery she had Lupus, Jane returned home in New Jersey to be near family and friends. Around this time, graffiti was rampant in major cities, especially Philadelphia, with tags even on historical buildings such as city hall, and the PMA. In response, the City of Philadelphia created the Anti-graffiti Network. Jane was hired by Mayor Wilson Goode to aid in these efforts to end graffiti. By 1984, Jane had setup a mural program within the Anti-graffiti network which educated graffiti artists in mural making, and then put them to work. In 1996, the Mural Arts Program was reorganized under the City of Philadelphia Department of Recreation and Golden was put in place as its director, at which time she established the Philadelphia Mural Arts Advocates, a nonprofit organized to raise funds and provide support to the program. Now the Mural Arts Program focuses on giving opportunity to inner-city youth and at –risk youth by providing them with an education in the arts, job skills, fostering a work ethic, and soon will provide support to kids contemplating going to college, helping them throughout the application process and more. • Jane Golden • Muralist • Founder • Inspiration

4. Art Education Programs Big Picture Mural Corp Art Works • Objectives: • Teach Community and social responsibility • Teach foundation art skills • Foster Job-readiness skills incl. teamwork & problem solving • Critical thinking and creativity development • Educate about community and social responsibility • Objectives: • Emphasizesthe development of creative & critical thinking and communication skills • Encourages self-expression • Builds self-esteem • Nurtures leadership potential • Encourages self-reflection , reflection on family & community • Commitment to personal growth and healthy interpersonal relationships • Partners w/ contemporary artists • Explores new ways to address social concerns. Objectives: Foster work force skills such as teamwork, communication, & self disclipine • Activities: • Portfolio building • Muralist mentorship • Activities: • Extensive group projects • End of session class exhibition • Small scale murals & mural design (sess 1,2,3) • Large scale murals & mixed media (sess 4) • Stats: • Students are 14-21 yrs. • Mural Corps Coor.- Shari Hersh • Site Manager - Noni Clemens • Phone # - 215.685.0753 • Participants have prior art experience in Big Picture or outside MAP • 8-10 Kids per muralist • Stipend at completion of every 10 week session • Hourly wage for six week session • muralcorps.org blog • Activites: • After school workshops in art ed. and mural training • Short and long-term goals • Incorporates artistic and social history • Draws inspiration from current issues & events • Stats: • Students are 10-18yrs. • 4 sessions/yr. Oct. - Aug. • Inside & outside of schools • 15 locations • Payment in stipend • Coordinator - Lisa Murch • Phone # - 215.685.0751 • Stats: • Students are 10-18 yrs. old • Art Works CoordinatorSherman Fleming • Phone215.685.0752 • Partners w/ the Dept. of Human Srvcs.

5. Internship Details Tours Office- Tours supports the Art Ed. Programs & exposes public to mural arts and it’s mission. Objective: To expose the public to the Mural Arts, gain donors, and also help to define Philadelphia as the public art capitol of the world. Obstacles: The program has yet to successfully brand itself Advertising is under-developed Word of mouth is the primary means by which people know about our program Competition with other more popular tours in Philadelphia Expanding our consumer base Solutions: Create ads online and print, flyers, brochures, & rack cards which all display the same image. Initiate new ways to advertise (buttons, data base calls, canvasing etc…) Initiate internet ads, flyer the city, more print ads Digital ads within the IVC, specific advertising to set ourselves apart from historical tours rather than comparing to those tours. Me and my boss at Wall Ball 2009 • Meetings with, • Ad designer • Go Philly.com ad consultant • World Café Live event coor. • & IVCreps.

6. Why this internship? • As a Fine Arts major… • Application of art to the real world • Influence of artists on a community • (no graffiti, affection, love for neighborhood mural, ends animosity). • Possible career paths as an artist • Importance of art education for youth • As a Mathematics major… • Marketing analysis • Survey analysis • Importance of statistics

7. Internship Projects: First Friday event Bethany Giblin First Friday Tours Event Event: Panel Painting and Tours Promotion Time: 4-9:30pm Place: 3rd & Arch, across from Starbucks Contact: Arthur, of Old City Art Assoc. (215) 625 9200 or (800) 555 5191 Becky, of Gallery Joe (215) 592 7752 Summary of event: A paint-by-numbers panels activity on the street draws in regular street traffic, plus those in the area for the galleries. A panel which clearly depicts a specific scene or subject would be preferable because a more abstracted panel is less appealing to paint. Pictures of the completed mural , displayed on foam board on an easel help entice people to paint. Pictures of the completed panel being worked on are necessary as references, just color print-outs. All painting supplies, and cleanup supplies necessary are listed below. Finally, as incentive to take a tour, every person who paints the panel receives a $2.00 dollars-off-a-tour coupon stapled to a MAP brochure. Supplies: • Volunteers - 3 • 1 panel – identifiable and coherent • Picture of the whole mural complete as reference • Pictures of the individual panels complete as reference • Posters of existing murals as display - 3 • Poster of month’s upcoming public tours & special events (paint days, mural dedications, etc…) • 4 easels • paint brushes – 2 buckets • Bucket of water – 2 to 3 • Paints designated by number • Box of gloves • Hand Wipes • Paper towels • Plastic cups • Tape • Bag of disposable aprons • Décor for tables (seasonal, holidays) • 3 folding tables (if not, tables in basement require wrench) • stack of brochures, newsletters, rack cards, donation envelopes, any other current handouts • $2.00 Tour Coupon – 50 to 75 • Mailing List Sign-up sheet • *Stand-up flood lights, for fall months • **Vehicle is recommended for transportation Arrange 1-2 weeks prior: • Check with Gallery Joe that the spot is not taken/ they do not mind if we setup there (2-3 wks. in advance) • Find out if someone will be in Bird Park, and check with them as well. (We do not need to use the park, but it is considerate to let them know they will be next to us) • Vehicle availability • Volunteer staff • Specific panels and corrosponding paints • Lights, if necessary • *Food/water from Wholefoods (optional) Arrange 2-3 days before: • Gather supplies including panel, paints, and all handouts • Make sure tables fit in car, and you are able to put them together • Keep track of/log with finances any expenses for event Schedule: 5:00pm-5:30pm Transport materials to First Friday site Set up easels, tables, brochures, etc. 5:30 – 9:00ish pm 2 volunteers as panel attendees (promoting as well, but stick by panels) 1 volunteer promoting, handing out brochures, getting people to paint 9:00-9:30pm Cleanup event Return panels to designated person/place. Return supplies to MAP. Local, popular, 1st Friday galleries include: • Clay Studio • Temple Gallery • Nexus • Highwire • Muse • Third Street Gallery • F.U.E.L (215) 592 8400 • Space 1026 (215) 574 7630 Things to know: • The extension cord into Bird Park is owned by the lady who runs the african arts store on 66 N 3rd St. right around the corner just a few stores down. If you need it, ask her before hand, she was very obliging before. • Be informed about all MAP programs and the application process of parachute paperKnow the artist, history, concept, and ultimate location of mural from which the panel is apart of • Water bottles drew in a lot of people in summer months • Food was not a huge draw for July Recommendations to expand event: • MAP student exhibition across the street in F.U.E.L Gallery • Selling merchandise at event (may need a city license to do so) • Having a muralists’ exhibit in an Old City gallery with muralist talk, drinks, meet & greet (advertising necessary) Recap of 7/3/09 event: The First Friday event on July 3rd was not only a success for the tours department, but also the program as whole. Our goals for the event included getting 100 people to sign the mailing list, to hand out coupons to perspective tour takers, and to inform the general public of our presence in Philadelphia as a non-profit, helping inner city kids to discover and use art as a creative outlet and mode of expression. In order to reach our goals, we highlighted that all ticket proceeds went to our art education programs. When people heard this, they seemed to open up much more to the idea of taking a tour. Without looking at exact number of mailing list sign-ups, i am sure that at last 100 people came over to our table inquiring about the Mural Arts Program, and at least 50 people came over to help paint the panel and received Mural Tour coupons.While the number of people we reached was in accordance with our expected goals, the audience was a little different than expected because it was 4th of July weekend. We spoke with many families and tourists rather than local adults because of the holiday. While the families were good contacts because we promoted the tours as something educational, fun, and easy to do with the kids in the summer, for future First Friday event, our effort should focus on attracting the local crowd. Another surprise was the number of art students, ages 17-23, who were interested in learning about MAP. Thus, it should be a future goal to create student oriented activities or marketing because according to my survey analysis, tour customers of the age 0-25 is one of our smallest markets of consumers. In conclusion, the event was successful, but could be better suited to attract the high school / college student crowd.

8. Internship Projects: Design Projects

9. Internship Opportunities & Networking • Private tours: • French Journalists • Comcast Retreat Regional Conference w/ PVCB WallBall: Jane Seymour Local donors Art auction Lincoln Festival: 3 days Painting activity Marketing

10. Quick Look: Survey Analysis My major project for the summer was to analyze the surveys which the docents hand out on tours. I read almost 800 surveys, and wrote a 43 page report. Here is a sampling of my work…

11. Survey Questionnaire Analysis Quick Stats: Scaling Averages The survey includes a scaling section in which the customers rate their response 5-1, excellent-bad respectively. Survey questions were not uniform, therefore similar questions were grouped together for analysis purposes, i.e- “Docent was knowledgable” and “I learned a lot” .

12. Survey Questionnaire Analysis Advertising & Marketing: All tours

13. Survey Questionnaire Analysis Consumer Market: Age Group

14. Survey Questionnaire Analysis Consumer Market: Cumulative data

15. Survey Questionnaire Analysis Consumer Market: Cumulative data

16. Survey Questionnaire Analysis Consumer Reach: Locations of customers

17. Survey Questionnaire Analysis Cumulative data Conclusions 17% response rate 14% of customers just filled out the scaling section 36% of customers joined our mailing list 69% of our customers are 45 + 78% of those over the age of 45 are female Who is our largest audience? Women, 45-65 yrs of age, who have not taken a tour with us before Who is our smallest audience? People who have taken a tour with us before (see chart on next page).

18. Survey Questionnaire Analysis Key: = Largest audience = 2nd largest audience = Smallest audience Cumulative data Conclusions

19. Survey Revision Response: Need for change The original surveys were designed in a variety of ways with inconsistent data, poorly worded questions, and extraneous information. It was impossible to differentiate between customer demographics and the mailing list sign up on most of the surveys. The scaling sections varied in wording, number of questions, and how the scaling was completed. In addition, some templates were two pages long. The poor setup and lengthiness of the survey deterred many from filling it out. Above all, the lack of standardization made it extremely difficult to evaluate the surveys in a consistent manner. These incosistencies compounded with poor aesthetic design, made the survey unattractive and unappealing to fill out. I recognized the need for a new design and data processing system. My goals were to shorten the template of survey, to clearly separate mailing list sign-up from demographic questionnaire, to select a few key questions from which we can derive the specific information we want with the least amount of effort on the part of the customer.

20. Survey data entry revision • Store 2-3 yrs. • One evaluation per season Tour Guide responsibility Spreadsheets found in m: drive Tours file  Survey Analysis  year  public or private Enter mailing list into database. File evaulated surveys by month. Once every 2 weeks, tours office worker enters data into excel spreadsheets. Paper files are organized by Public or Private  year  Month  date Office volunteer responsibility

21. Conclusive Data Conclusion What are the benefits of this change? • An improvement of our response rate over the course of the summer from 18% to 23%. • Standardization of information allows for succinct and straightforward analysis and reporting. • Concise division of the questionnaire into three sections simplifies data processing for efficiency. • Tour guides no longer print surveys, thus ensuring one professional survey reaches our audience. • 20,000 new surveys printed. • Streamlined data processing, including development of mailing list. • Quick and informative monthly evaluations are now possible. • 400 people were added to the database over the course of my analysis.