2011年9月12日 星期一

The strait of HK’s cultural industry with the implementation of 2009 Factory Building Wholesale Conversion Policy


Introduction
In October 2009, HKSAR Chief Executive Donald Tsang announced, in his Policy Address 2009-2010, the “Factory Building Wholesale Conversion Policy” (the Policy) (also dubbed “Liberation Policy” as a direct reference to the Chinese name of the Policy 活化工廈政策). Mr Tsang described that the Government was “(to) introduce policy measures to expedite the wholesale conversion or redevelopment of private industrial buildings, especially those situated in non-industrial areas, to provide premises and land to meet Hong Kong’s changing economic and social needs.”[1]

Immediately following the announcement of the Policy, the community raised serious concerns about whether there was any hidden agenda, that the Policy was lop-sided, and no consultation with the art and culture industry had taken place before the Policy was crafted. One of the key criticisms is on the Government’s positioning of the Policy as one that “supports the growth of HK’s culture industry.” Judging from the execution details of the Policy, it is blatantly clear that before the “support”, if any, can be experienced by the culture industry, practitioners now based in industrial buildings will have no choice but to leave because of the sudden increase in rent. This will be a devastating blow to HK’s culture industry because the damage is not just with individual practitioner’s operation base, but the entire creative ecology which has already been formed in a few of the districts throughout HK.

As a note on definition, the Government has been using the term “culture industry” to mainly describe non-material cultural products that invite immediate consumption and economic input, such as movie, graphic design, computer animation and games, performance art. In this document, however, I am expanding the term “culture industry” to include more traditional fine arts and other art forms that aim to represent HK’s culture.

The Policy in details
The rules that abide the conversion of the purpose of buildings have been in place for a long time. Instead of being a brand new Policy, the 2009 “Wholesale Conversion Policy” is actually a series of relaxed requirements to encourage landlords to apply for conversion. Some of these relaxed requirements are:

1.       The Government has lowered the application threshold for compulsory sale to be made to the Lands Tribunal from ownership of not less than 90% to not less than 80% of the undivided shares in respect of three classes of lot. The three classes of lot are:
                             i.                a lot with units each of which accounts for more than 10% of the undivided shares in the lot;
                           ii.                a lot with all buildings aged 50 years or above; and
                          iii.                a lot with all industrial buildings aged 30 years or above not located within an industrial zone.
2.       The land premium payable will be assessed according to the optimal use and proposed intensity of the redevelopment (i.e. pay for what you build), instead of the maximum development intensity permitted under the relevant statutory town plan or the Buildings Ordinance (BO), if there is no such limit under the statutory town plan; and
3.       Allowing applicants for lease modification in (ii) above to opt for payment of 80% of the premium by annual instalments for up to five years at a fixed rate of interest of 2% per annum above the average best lending rate.
4.       A nil waiver fee for the change of use of these industrial buildings for the lifetime of the existing buildings or until expiry or determination of the current lease, whichever is earlier. [2]

In order to centralize and expedite the application for building conversion, the Lands Department announced in January 2010 that it would set up a special committee by 1 April 2010 to handle such applications. 

How the community interprets the Policy
Even though it has been stressed in the Policy Address that the Policy is introduced to provide support to the six incumbent industries of HK, of which culture industry is one, through the liberation of land use, the community has been reacting more with worry than with encouragement. The culture industry is one showing serious concern because many practitioners have already been stationed in factory buildings as tenants: running studios, offices, or rehearsal venue. Hundreds of these practitioners have established small but specialized clusters in different districts:
-          Fo Tan: visual art cluster.
-          Kwun Tong: music and film cluster.
-          San Po Kong: performing art cluster.
The majority of these practitioners do not own the properties they are now occupying. From a survey of San Po Kong performing artists, out of 17 interviewees, only 1 is the owner of his office.[3]

Practitioners are in general worried about whether they could continue to operate in factory buildings with the introduction of the Policy. Their apprehension soon became a reality in January 2010 when some Kwun Tong landlords increased the rent (one case reported was over 10% increase in October 2009 right after the Policy was announced), or held up rental discussions with the intention of selling the entire building to large-scale developers. The speculation sentiment soon got heated up.

Besides the pressure on rent increase, practitioners are also worried about the legality of their operation in factory buildings. Depending on the requirements of industry zoning and of the Building Ordinance, some of these studios and performing venues are located in buildings approved only for “industrial” usage. Before the introduction of the Policy, HKSAR has adopted a “laissez-faire” approach, considering the rent income these tenants bring in to the otherwise idle buildings. Yet when landlords apply for wholesale conversion, multiple usage of the same building will be not allowed because of the difference in the safety and construction requirements abide by law. The uncertainty is the quantity of landlords who would apply for wholesale conversion catering for the culture industry. Influenced by Hong Kong’s mainstream value system, this is not very likely to happen.

The Development Bureau stresses that in 2009, there are 1026 factory buildings in HK and the total vacant floor area is 1.13 million square meters. Hence it is unconvincing that the affected industry practitioners are unable to find substitute studios, albeit not necessarily in the same district. The Development Bureau also believes that it is unlikely for every single landlord of these 1026 factory buildings to submit a conversion application. The invisible hand of the market will reveal where we are going after 1 April 2010. Yet, the Development Bureau also admitted that there would be impact on the current tenants and they estimated that it would take two to three years for the market force to complete its job.

While there is truth in the perspective of the Development Bureau, the Policy has ignored the immediate livelihood problem of current tenants, the disruption to the ecosystem in each cluster, and most important of all, it has again revealed the HKSAR’s lack of dedication to the nurturing of the culture industry, which is described as the reason for introducing the Policy by the Chief Executive – this I will discuss in greater details in the next section. On 20 February 2010, a group of 300 artists rallied to voice out their concerns. Since then, more and more media attention was drawn to the fairness of the Policy and increasing pressure from the community called for a halt of the Policy implementation so that more consultation work with industry practitioners could be carried out.

Mismatch of objective and implementation
While the HKSAR Government stresses that the Policy sets out to support HK’s culture industry, it is dubious to me how such an objective could be achieved. The Policy is designed by the Development Bureau, the responsibility of which is to release Hong Kong’s land potential but not involved in any cultural/art policy design and/or enforcement. The mandate of HK’s art development does not fall into its responsibility. Putting aside the uncertainty of the initial driving factor for the design of the Policy, its implementation details do not support a constructive relationship between wholesale conversion and the development of the culture industry. The followings are reasons for this mismatch:
-          First and foremost, the lack of a “Culture Bureau” in HK means that there is not a Government body to understand the need of the practitioners, make long-term development plans so that the industry and its economic value will grow, consolidate resources and design appropriate measure to allocate and review resources consumption. Such needs are not properly communicated to, and therefore not considered by, to Policy makers with responsibilities outside of culture development.
-          The civic society is driving the culture industry development because of the missing Culture Bureau. Yet the effort is dispersed, the direction is not necessarily coordinated with that of the Government, and the culture industry does not have the political capital or expertise to bargain with the Policy makers.
-          The Policy is not designed with thorough consultation with industry experts and the existing practitioners in factory buildings. The policy is designed with “the artists” as a concept but its impact is on the real lives of these existing tenants.

When we take one step back from the immediate pressure of the artists to be uprooted from their established ecosystem, I can see a few areas of larger concern that is related to where the culture industry sits in the minds of HK’s policy makers:

1.       A commercial mindset where industry values are defined by its potential to bring in short-term, quantifiable monetary return: When former Chief Executive Tung Chee Hwa specified the 11 categories of the “creative industry” in his Policy Address in 2005[4], artists and the culture industry expressed the concern that those 11 categories focused on immediately consumable “culture products” with a mass appeal to support its monetary value, while there was not measures to support the development of fine arts creation and appreciation. Yet without such measures, HK’s fine arts will never reach an internationally recognized level. We are 5 years already from that Policy Address yet we have not seen major measures implemented to nurture the culture industry. 
2.       Chief Executive Donald Tsang said in 2009 Policy Address that “(the Government) will Continuing to work closely with the arts sector to strengthen our cultural software and human resources in preparation for the West Kowloon Cultural District (WKCD).”[5]While it is a bigger debate of what the HK cultural policy should be focused on, it is clearly understood from Mr Patrick Ho’s , former Secretary for Home Affair Patrick 2006, that the Government would focus on the support for fine arts out of the wider definition of what constitutes “culture industry.” Yet, the focus on readily-consumable cultural products and the expectation that artists will be able to deliver economic values that supports their survival under commercial speculation is obviously a deviation from such a focus statement.
3.       No preventive measures to protect the culture industry from withering under the ebb of commercial speculation. The Development Bureau truthfully follows the ideology of capitalism and naively assumes that once a policy is in place, the market will always finds its balance. However, culture industry needs to be protected from the free market force exactly because it will not be able to generate the kind of monetary capital with which it can counter the commercial market. The value of the non-mainstream art market is the balance it brings to the society and reveals possibility that lies beyond the mainstream system. It is the Government’s mandate to make sure that there is a space for these non-mainstream activities, so that our culture representation is democratic, genuine, and shielded from the consumerism make-over.
4.       Lack of a true dedication to lead Hong Kong to compete on a higher intellectual pane: While Chief Executive Donald Tsang suggests that HK will compete with other Asian cities on a higher intellectual level, HK is lagging behind when compared to Seoul, Tokyo, Singapore, or Shenzhen where the Government has seriously invested in cultural city branding efforts. There may be truth in the Development Bureau’s defense of the Policy that “the market impact may last for 2-3 years and we must be prepared for small scale sacrifice for the larger benefit,” the gap between our and other Asian city’s arts development will again be enlarged by a development lapse of 2-3 years.
5.       Misunderstand the value of an artists’ cluster: let me call this a “shopping mall mindset” – to many, both Government and citizens, an establishment’s success has to be measured by the consumerism standard of crowd flow and on-site sales. Applying this mindset to factory buildings, the Policy stresses its legality in making sure Fire Hazard standards will be met during wholesale conversion. Yet, an artists’ cluster is not developed for the purpose of public viewing or performance. It is for the upstream process of creative development, and more importantly it is the interacting point of artists for organic creativity exchange.  
6.       The priority of standardization and management over artists’ actual needs: the Development Bureau, in defense of the Policy’s negative impact on industry practitioners, claimed that the Government has been supporting the provision of space to the industry with buildings such as JCCAC, and the Old Police Quarters on Hollywood Road[6]. Can the industry really use these buildings? Not always. For example their size is not large enough for visual artwork, their location does not allow for high noise-level production such as sculpture and music, and they are not equipped with facilities for move in and out of large items (for example a finished theatre set.) The sheer space in a factory building can also trigger imagination and expression of magnitude, which is so lacking in Hong Kong due to our small living and work space. Opposite to other forms of “production”, the creation of culture products requires the least amount of management and standardization. Requiring culture industry practitioners to establish in Government-appointed facilities is somewhat counter-intuitive.
7.       Lack of sensitivity to the world’s trend of embracing post-modernism ideology: the high efficiency made possible by high standardization of the Modernist era of mid-20th century is yesterday’s world trend. In today’s globalized world, true leaders respect heterogeneity of culture, diversity and ambiguity[7]. It is a mistake to believe that only mainstream commercial activities creates wealth. The truth is, diversity brings possibilities. Non-mainstream values lose their function once they become mainstream. Ambiguity is the status that exists between the dualistic opposition which is characteristic of capitalistic thinking, and is the attitude required to embrace risks that set the stage for positive changes. Allowing for the existence of an organic artists’ cluster is a manifestation of such an attitude.

Can we get down to the basics?
I have been involved in a series of discussions with the Development Bureau and industry practitioners between January to March 2010. We have made specific suggestions to help relief the threat to current tenants in factory buildings:
-          Rent control: introducing a rent ceiling for registered culture practitioners who will stay/ move into factory buildings in the next 3 years
-          Become the landlord: By referring to the relocation of domestic-style factories to Government-owned factory buildings in the 1950’s to 1960’s, we suggested that the Government can actively become the owner of some factory buildings so as to interfere market speculation by offering low rent to the culture industry
-          Make space available after wholesale conversion: to ensure that there is a reasonable supply of space for culture industry (hence reasonable rent level) after factory buildings are converted to hotels or shopping malls, we suggested that the Policy stipulates that 20% of the converted floor area to be reserved for purposes of culture production and consumption.
-          Direct subsidy to culture industry: we suggested setting up a direct funding mechanism, source of funding of which comes from a certain portion of the land premium collected through wholesale conversion. Culture practitioners who face an increase in rent after wholesale conversion can apply for subsidy. This funding mechanism is suggested to minimize the direct market interference by the Government.

Yet the Development Bureau has rejected all the above suggestions mainly because of the fact that its mandate is to maximize HK’s land potential instead of to protect or develop the culture industry. [8] This again brings us back to the difficult situation of a missing Culture Bureau that could officially counter-balance the Policy of other Bureaus to ensure that the interest of all stakeholders have been aptly considered and taken care of. As a follower of John Pick’s model of Descriptive Policies, and that the current responsibilities of anything related to “fine art development” are dispersed and fall into a number of Government departments, it is almost natural for the Development Bureau to have rejected these suggestions.

Hong Kong, as a city and nothing more than a city of the People’s Republic of China, should not, in my point of view, maintains a cultural policy that touches on ideological level. Yet, considering the fact that HK has reached a point when our competitiveness built on commerce and finance is gradually eroding, we have to look for some fundamental changes so we could establish again our attraction to local and overseas talents, and tourists. Short-term success, hit-and-run attitude do not apply to the nurturing of culture industry.

We do not always need to have the newest buildings and largest crowd flow to demonstrate that the value of a piece of land has been maximized. A point of view from Jane Jacob can be well borrowed here, “Well-subsidized opera and art museums often go into new buildings, But the unformalized feeders of the art - studios, galleries, stores for musical instruments and art supplies, backrooms where the low earning power of a seat and a table can absorb uneconomic discussion - these go into old buildings. perhaps more significantly, hundreds of ordinary enterprises, necessary to the safety and public life of streets and neighbourhood, and appreciated for their convenience and personal quality, can make out successfully in old buildings, but are inexorably slain by the high overhead of new constructions.
As for really new ideas of any kind - no matter how ultimately profitable or otherwise successful some of them might prove to be - there is no leeway for such chancy trial, error and experimentation in the high-overhead economy of new construction. Old ideas can sometimes use new buildings. New ideas must use old buildings.”[9]

What we need now is not more flashy new shopping malls and hotels. We need some true clairvoyance from policy makers to visualize how HK will look like 20 years from now. We need some hard dedication from policy actors that the success of their efforts may not come through during their tenure. We need some courageous risk-taking attitude from all of HK as culture development involves taking risk and looking at the world from a different perspective. The fundamental question to ask is what makes HK a livable city beyond the hit-and-run gains. It would be a real shame if there is none, but it is never too late to start building that up.


-          END  -


[1] Developing the Infrastructure for Economic Growth”, HKSAR policy address 2009-2010 policy agenda Chapter 1, P.5
[2] LEGISLATIVE COUNCIL BRIEF:” Optimising the Use of Industrial Buildings to Meet Hong Kong’s Changing Economic and Social Needs:, Development Bureau, 15 Oct 2009. http://www.devb-plb.gov.hk/eng/issues/pdf/LegCo_Brief_091015.pdf
[3] Survey conducted by 「新蒲崗創意文化產業關注組」in Feb-Mar 2010, results of which was announced in press conference on 21 March, 2010.
[4] Chief Executive’s Policy Address 2005, P. 83-89. In the Address, it was stated that “Creative industries in Hong Kong encompass 11 categories: design, architecture, advertising, publishing, music, film, computer software, digital entertainment, performing arts, broadcasting, and antiques and art dealing. Some fall under our core industries, such as tourism. Creative industries can be extended to cover areas such as community building and the creation of an urban image.”
[5] Chief Executive’s Policy Address 2009, Chapter 1.
[6]行政長官視察中環創意產業群http://www.devb-wb.gov.hk/press_releases_and_publications/UMPR/index.aspx?langno=2&nodeid=1779&Branch=A&lstYear=2009&PressReleaseID=12376
[7] In his book “The Philosophy of Symbiosis共生思想, originally published in 1987, Kurozawa Kisho (黑川紀章) advocated the value of ambiguity and has provided numerous examples on how this new trend of thinking can be seen in architecture in many cities in the world.
[8] The Development Bureau rejected these suggestions in a written response, to新蒲崗創意文化產業關注組via The HK Federation of Industries, on 23 March 2010.
[9] Jane Jacobs, “The Death and Life of Great American Cities”, P. 188. Vantage Books, 1961

Audience development: beyond the commercial mindset of “art marketing”

When a “product” is produced, be it a commercial product or an artwork, its producer feels the need to have it exposed to the largest amount of audience possible. However the reason for doing that differs fundamentally between that of a commercial product and an artwork. A commercial product needs to each a largest consumer group possible for the purpose of profit maximization, following the logic of the mass production and standardized consumption in the modern, industrialized economy. Artists, on the other hand, want to share their work with the largest amount of audience possible so as to get satisfaction out of being heard. The quantity of audience in this case need not have direct relationship with the income an artist thus generates. Yet, since the 1970’s, when Government subsidy to arts organization in many countries saw a decrease, the arts world has been highly impacted by a commercial requirement for “audience maximization”, namely to bring in profits through the sharing of an art product. Such a change of the expected outcome of audience development has posed serious challenges to arts organization in their quality of work, and in the general role of arts in the society.

The misguided expectation of the “value” of arts

The success of American business-school model of evaluating profit and shareholder values has been so overwhelmingly accepted by people all over the world, and the situation gets even more aggressive alongside extensive globalization. With Government subsidy to arts organization reducing and private enterprises getting more active in being sponsors and board of directors in arts organizations, the corporate mentality of going after bottomline has been imposed on arts organization as the raison d’etre of their existence.

Unfortunately, this situation is not limited to a particular country but is globally happening. The trend of economic model being applied to arts organization, or even a country’s art policy, takes place in many market economies: the UK, USA, Australia, and here locally in HK. The arts sponsorship strategy of multinationals across continents also has aggravated the situation.

The root problem here is equating the value of arts to the quantitative measurement of audience. Expecting arts to be distributed to a considerable mass of “consumers” in the same manner as materials goods is a conceptual error as non-material cultural products cannot be standardized. They are agents of individualized experience and the “satisfaction” need not be immediate. Today an artwork may not be well received by the audience, but the role of art is exactly to be risk-taking, to show the society perspective that otherwise may not be noticed at all. Artists can take audiences to beyond their current level by being “different”. Yet by nature of our learning process, people need time to understand and embrace difference. Art is not necessarily entertaining so that a large group of people flock to view an artwork just to obtain momentary pleasure.

When an arts organization is not contributing to the bottomline, it doesn’t immediately translate into “management problems” or “strategic error”. That is the nature of arts, an “industry” which provides alternative for a balanced society, and hence is the Government’s mandate to protect its existence. However, what is happening now in reality is that, “Instead, the “arts”, like most other government-subsidized areas, has had to provide economic reasons for continuing its government involvement……..Turning this concept on its head and funding only arts practice which is commercial and populist is certainly oppositional to the original justification for government intervention……..Governments also determined that the needs of the audience were more important in the distribution of arts funding than the needs or desires of art practitioners.”[1] 

The metropolitan audience, in the meantime, has contributed to this focus on quantitative measurement. Most of the city audiences, especially those following fine arts, are well-off, time poor middle class. They lead a well-managed, expected, and comfortable lifestyle. They lack the time and patience to appreciate unfamiliar forms of arts, and they feel insecure when exposed to artworks not immediately comprehensible. Modernism thinking also emphasizes the need to be rational and to have control over almost everything because of human’s advanced technology:
 “….that out capacity for being with unfamiliar art depends on our capacity to be comfortable with uncertainty and ambiguity…….Now “to have no goals” is anathema to us, irresponsible or wrong and with moral or monetary implications.” [2]
Arts organizations are always struggling to balance between being accepted and providing a new insight to the audiences. At the end of the day, artists would like to produce artworks that are being shared and appreciated. Jo Caust warned that “There is a real danger that this approach (focusing resources entirely to finding the audience) will lead to the production of safe, consumer-oriented arts products which, in the end, may not be what the audience either wants or needs.”[3]

Andrew McIntyre of Morris Hargreaves McIntyre Consultancy and Research, UK, also pointed out the problem of following a market economy model when developing audiences. To McIntyre, audience development is to “develop the knowledge, confidence, and taste of the audience, but not just the number of. (Its success) should be measured by the quality of experience, not the sheer number of attendees.”[4] The error of adopting the business “marketing” approach to achieve audience quantity is that “Mailing to people simply because they have been to a similar show will not work……New audience needs to be cultivated, cannot be bought (with advertising.) This is especially true for the young, the poor, the less well-educated. These groups are often times forgotten by the commercial world and they therefore need more support from museums and NGOs to expose them to art appreciation so they will become a sophisticated audience in the future.”[5]

The Hong Kong situation
Compared to countries such as the UK where there is a longer history of arts sponsorship and development, and compared to cities like Taipei where there is a Cultural Bureau, the pressure of audience development so as to contribute to the bottomline, is equally, if not much more strongly felt in HK by arts organizations. Besides the factors discussed above, there are local situations that aggravate the overall difficulty in audience development in HK:

1.      Lack of funding
-          The HKSAR Government allocates a total of $2.7 billion (about 1% of the Government's total expenditure) on culture and the arts in 2008 / 09. This figure alone is on par with the spending of many developed countries. However, Hong Kong lacks a mature corporate arts sponsorship mentality, and there is a lack of peripheral policies to encourage corporate subsidies to arts sponsorship. Corporate art sponsorships are granted out of annual budgets so it would be the interest of sponsors to see positive results, in terms of breadth of exposure in a period measured by months, in order for sponsorship budget to be available in the following budget plan.
-          The Home Affairs Bureau (HAB) provides regular subvention to nine major HK performing arts groups.[6] In 2008-09, the total funding was around $259 million. The aim of the subvention is to “enable the public to have access to quality performing arts programmes of these groups at affordable prices for the purpose of enriching the cultural life of the community at large.”[7] What is worth noticing here is the mandate to define audience as “the community at large.” The underlying objective of allocating such a large amount of Government support is for these nine groups to go after “safe” art that satisfies the expectation of the average audiences, rather than being experimental with new audience possibilities.
-          The Hong Kong Arts Development Council (HKADC) is a statutory body under HAB. It received an annual recurrent subvention of over $70 million from HAB in 2008 -09. Apart from the annual recurrent Government subvention, the HKADC also applies for funding of major projects from the Arts and Sport Development Fund (ASDF) (Arts Portion), which is administered by HAB. In February 2009, the Finance Committee of the Legislative Council approved the injection of $60 million into the Arts and Sport Development Fund (Arts Portion) to buttress support for arts development.
-          Yet this sum of HK$13 million is quite limited when distributed among small art groups of various art forms. This is particularly obvious when one considers its very small scale compared to that of the subvention to the nine major performing groups. In 2008/2009, 39 art institutions received 1-yr or 2-yr grants from HKADC. The largest grant amount for 1-yr grant is HK$700K while for 2-yr grants, it ranges from HK$70,000 to $400,000. For programs, take “October Contemporary” in 2008, only a mere HK$75,000 for this one-month, territory-wide program.[8] Such funding barely supports the daily operation of these non-profit making art groups, not to mention the resources required for program promotion and longer term audience development.
-          The HKADC grant application procedure requires art groups to provide an estimation of the number of audiences. The possibility of receiving subsequent funding depends on to what extent the projected audience number has been met. Artists and art administrators always find themselves caught between the difficult choice of presenting the artist’s vision, or the audiences’ preference.

2.      Lack of expertise in audience development
- Arts administration has not been a formal subject of studies in HK’s tertiary education system until the last 5 years. There are mixed reasons for this situation, including the mainstream value system of “desirable” occupations, the historical government policy of treating “arts” as a form of “entertainment” that provides spiritual “health” to the public, and as described in point 1, the general lack of funding in arts organizations to hire professionals. For many years “arts administration” has been handled by either, civil servants who take care of municipal services, or by artists themselves.
- Provided that art administrators play a key role of soliciting funding, bringing the artists into the community, and secure performance opportunities for the artists, such a lack of formal expertise can lead to the under-development of audience nurture and education:
w   Some artists see audience development as “commercial activities” and are unwilling to be proactive
w   Artists are not necessarily trained to possess or even understand the skills in audience development such as profiling, survey, funding allocation, organizing school tours, and the many more planning and administration work required
w   The job responsibilities of LCSD staff do not require them to be concerned with the quality of experience of the audience, or education of the ability to appreciate arts. Their mandate is to “put bumps on the seats”.
w   The Education Department, while being the provider of Hong Kong’s education policies, has not been active in arts education. This is again a result of multiple historical reasons. Besides the fact that fine arts education has not been encouraged before 1997 hand-over, HK parents are not highly positive about arts appreciation as an essential way to develop the spiritual integrity. HK parents are more concerned about training that brought tangible results (such as being accepted by a famous school) or immediate glory (such as being the champion in a music competition.)   
w   Many Hong Kong artists, in order to make ends meet, works only part-time as artists. Beyond full-time job requirement and the pressure to create new works, it is unlikely artists would have the required resources to be involved in the community and audience development efforts.
3.      Lack of commercial sponsorship that supports long term audience development: while the value of brand association to arts is more and more recognized in many developed countries, and the introduction of the balanced scorecard accounting concept has encouraged many corporations to invest more on arts sponsorship, such corporate citizenship is still at its infant stage in HK. Many commercial sponsors are not interested in sponsorships that do not bring immediate, quantifiable results.
4.      The perception of “eliteness” and distance from daily lives: the performance venues of the nine major “fine arts” performing groups receiving HAB subvention have been confined to happen only in “proper” venues such as music halls, theatres, galleries. The hurdle to audience participation in these venues is not necessarily the art form, but the hassle of getting there to start with: considering the physical distance of the performance venue from work place or home, the price of tickets, the requirement to meet certain etiquette. These considerations turn people off before even thinking about the actual performance. Even if one gets over all these hurdles, there is a lack of public involvement and discussion when arts are presented unilaterally in these venues. Art in Hong Kong lacks an “easy-goingness” that invites participation, while the availability of public space where arts can be shared and discussed is quickly diminishing due to a lot of city renewal plans.

There is an obviously vicious relationship going on between the inability to develop audience who possess high level of art appreciation and the dominance of mass, popular “entertainment” that brings in the quantity of audience required by funding sources, public and private alike. I’d like to describe this relationship as an overall lack of a risk-taking attitude among stakeholders including the funding providers, the art organizations with resources, and the education institutions. Bound by the commercial success measures, it is tempting for stakeholders to take the safe side in terms of programming because that would at least secure mainstream and recurring audience. Art groups who are willing to push the envelope for new art form development and appreciation are set up for failure by the system because there are no resources to generate the audiences’ curiosity and their desire to progress.

Audience development is not a loser’s game

The seemingly painstaking audience development process is not a result of the lack of aesthetic sense of the public. It is to me a result of misguided focus and approach. As Jo Caust, quoting the UNESCO, that “(we)…agree to promote the idea that cultural goods and services should be fully recognized and treated as being not like any other form of merchandise (UNESCO, 1998)”[9] He thus argued that, “Arts organization are NGO “….their purpose is, after all, to produce art, not profit for their shareholders. Therefore I would argue that aesthetic and cultural organizations must have greater value in performance measurement, than the financial return realized by the organization.”[10]

While we cannot change the value system and operation of a capitalist market economy over the night, some corporate governance measures help us revisit the value of arts organization and how their performance should be evaluated. The world’s increasing emphasize on environmental protection, maintaining diversity of species, and universal values, mean that globally, we are more concerned about making-up for the damage made during the fervent ages of industrialization. The “Balanced Scorecard” concept in 21st century management is widely accepted by the Wall Street as a valid approach to evaluate a company’s performance and its potential to long-term sustainability. Sponsors, by sponsoring audience development, can build related results into their P/L statement and enter as a positive entry to the triple bottomline accounting system. How should arts organizations cope with this new trend to nurture audience that are truly meaningful for their artworks?

Take museums as an example. “Unless we are to adopt some puritanical point of view that denounces as illegitimate all of a visitor’s responses to a museum beyond those narrow, didactic ones intended by its program staff, we have to acknowledge that the totality of what goes on in a museum - the myriad interactions of visitors with one another – is a far headier mixture than much of our museum literature suggests. Should museums ignore or reject those many interactions as a kind of static that interferes with the main educational messages that they are trying to send?”[11] A paradigm shift is required of today’s museum management in HK, who sees themselves as the all-knowing authority that could and should be the ultimate creator of museum experience. Instead, taking reference to Weil, the role of the museum is to encourage interaction through which the audience develops a sense of ownership and pride. This will also create relevancy between the art world and our daily lives, provide opportunities for positive changes among those who participate. 
Weil’s point is strongly echoed in the following success examples of audience development, all centered around the principle of “participation when art is developed” as the most effective way of audience development:
1.      The Khumo Chamber Music Festival, annually in July, Eastern Finland
The essence of participation is well reflected in these figures: 159 full time staff, 2051 part time, and 5632 volunteers.[12] The large number of volunteers is from the local community where the music festival takes place. The Festival organizers make hard effort to get the community involved to start with, so they feel being part of the festival and are proud of it. Their support as volunteers also means that they care for the Festival’s success and play very active role in bringing in audiences. The Khumo Festival organizer knows that just bringing in a “festival” from other parts of Finland (or overseas) will not create the same level of enthusiasm because local people will feel being imposed of something foreign, and will reject with the worry that the local situation will be destroyed. As a respect to the local community, the artists try hard to change the mentality of “artists being high up” and should be “handled with care.” Instead they demonstrate their dedication to “togetherness” by staying at average accommodation, actively involved in all administration work, and perform at close distance with the audiences. Through these efforts, the Festival also successfully delivers the message that serious art (chamber music) is not about not smiling, about boring performance. It’s about bringing more to the audience besides entertainment because there is always someone who wants to get the best in spiritual pursuit.

During the Festival, which lasts for about 1 month, there are a lot of free concerts. The Festival is therefore not only for rich people. In Finland the audiences to high arts festivals are consistently the middle class so free concerts targeting new audience source actually attracted sponsors. The Finns are well trained to appreciate across multiple art forms: music, theatre, dance, so the same population can feed into the audience base of multiple art forms, enabling the arts festival culture to flourish in a country of a population even smaller than that of HK as a city.

2.      South Bank Center, London
According to Shân Maclennan, Creative Director: Learning and Participation, Southbank Centre[13], the guiding principle of the Center’s audience development programs is “learning and participation.” The Center’s free programs do not only invite public participation but as organizers and performers. These free programs are also not only light-hearted entertainment but can go up to full-scale performance with 500 non-professional performers. Schools are invited to work on the programs together, which take over 2 years to develop. Besides the skillful management and coaching skills of the Center, its vision and patience to long-term audience development are no doubt critical success factors.

3.      Audience development, instead of a marketing activity that reaches out to “customers” who consume the art “products” as a momentous gratification, should be integrated into regular school curriculum over years. Only students who have learnt to truly embrace and appreciate art will remain loyal to art activities life-long. The Royal Albert Hall Department of Learning[14] designs “school matinees program” for school kids between 8-16 years old. Matinees, produced and performed by students, provide them new perspectives how to appreciate live performances, expand their cultural awareness and literacy, and enhance people’s confidence, presentation, speaking and listening skills (so they can develop fine ears to appreciate the professionalism of the performers). One interesting example is “Madame Butterfly Fashion Show”. To break the myth that operas are elitist and hard to comprehend, students were “challenged to devise, create and model their own fashion designs inspired by the themes of the opera. (A 2nd group of) students worked with the Royal Philharmonic Orchestra to compose and perform new music to accompany the show, (a 3rd group) worked with BBC 21CC to create a VJ program to accompany the show.”[15] Working alongside a group of professionals, these students can develop a new level of sympathy to the value of creativity and will be able to appreciate art to a much deeper level.

Can similar programs be conducted in HK? With art education becoming a standard curriculum under the new 3-3-4 secondary education system, it is even more critical for HK as a society to ask ourselves what the relationship should be between art and our future generation. I believe it all comes down to our definition of “what is worthwhile.” Professional artists have to find it worthwhile to spend time with amateurs and the community, and to put education in front of his own artistic achievement. Parents have to find it worthwhile for their children to spend time on activities that do not directly contribute to examination marks. Sponsors have to find it worthwhile to invest on activities that do not necessarily bring short-term quantifiable commercial benefits. The Government has to find it worthwhile to support a society that respects the role of arts. The audiences have to find it worthwhile to contemplate instead of gulping down whatever is presented by the mass media. All in all, we should do the notion “worthiness” justice by agreeing in its neutrality instead of predisposed social values, so there is room for its individual definition to be respected.


[1] Jo Caust, “Putting the “Art” back into arts policy making: How arts policy has been “captured” by the economists and the marketers”, The International Journal of Cultural Policy, 2003 Vol. 9 (1), P.52

[2] Mary Jane Jacob, 'Making Space for Art' from Paula Marincola (ed.) What Makes a Great Exhibition (Philadelphia: Philadelphia Center for Arts and Heritage, 200 6 ), 134-141.
[3] Jo Caust, “Putting the “Art” back into arts policy making: How arts policy has been “captured” by the economists and the marketers”, The International Journal of Cultural Policy, 2003 Vol. 9 (1), P.58
[4] Notes from McIntyre’s presentation during the Audience Development Workshops, presented by the British Council in Hong Kong, 19 Nov 2009.

[5] Ditto.
[6] The nine performing art groups are the Hong Kong Chinese Orchestra, the Hong Kong Dance Company, the Hong Kong Repertory Theatre, the Hong Kong Philharmonic Orchestra, the Hong Kong Sinfonietta, the Hong Kong Ballet, City Contemporary Dance Company, Chung Ying Theatre Company and Zuni Icosahedron.
[7] LC Paper No. CB(2)1464/08-09(01): Legislative Council Panel on Home Affairs Governance of Major Performing Arts Groups, 8 May 2009
[8] Data from HKADC website: www.hkadc.org
[9] Originally from the UNESCO 8th Charter of Cultural Rights, 1998, quoted by Jo Caust in, “Putting the “Art” back into arts policy making: How arts policy has been “captured” by the economists and the marketers”, The International Journal of Cultural Policy, 2003 Vol. 9 (1), P.61
[10] Ditto, P.59
[11] Stephen Weil, ‘ Museums: Can And Do They Make A Difference? ’ Making Museums Matter ( Washington , D.C. : Smithsonian Institution Press, c2002 ), P.66.
[12] Data provided by Minna Pensola and Tomas DjusjÖbacka of Meta4 Quartet during the “5 million people, 100 Festivals – the Experience of Finland” symposium on 19 Feb, 2010, Hong Kong

[13] Presentation given at “Audience Development Symposium”, presented by The British Council HK, 2009

[14] Presentation given by Alistair Tallon, Head of Learning & Participation, Royal Albert Hall, at “Audience Development Symposium”, presented by The British Council, HK 2009.
[15] Ditto