Tech, Culture and Inclusion: The Cultural Access Pass and the Role of Arts and Culture Participation for Canada s Newest Citizens P2P Conference November 23, 2018
Institute for Canadian Citizenship (ICC)
Institute for Canadian Citizenship Programs and special projects that inspire inclusion, create opportunities to connect, and encourage active citizenship. Enhanced citizenship ceremonies Ideas and Insights 6 Degrees Cultural Access Pass Founded by the Right Hon. Adrienne Clarkson and John Ralston Saul. #ICC2017
Cultural Access Pass (CAP)
When you come to a new country as a child as I did, being able to go to a museum, a science centre, or a national park means that you experience immediately what Canada is through beauty created by artists and the wonders of our natural environment. - The Right Honourable Adrienne Clarkson, Co-chair Institute for Canadian Citizenship Culture is a road which takes each of us straight to the heart of our civilization. It helps us make sense not simply of how our society works, how democracy works, and how our economies work, but how it is possible for each of us to live with each other. - John Ralston Saul, Co-chair Institute for Canadian Citizenship #ICC2017
Cultural Access Pass Unlimited free general admission First year of Canadian citizenship 1,400 premier cultural spaces Free admission for up to 4 kids 300,000 participants since 2008 ~ 40,000 participants a year #ICC2017
#ICC2017
CAP Membership Demographics
Participant Demographics New Canadian citizens Typically 25-44 years old More than 50% have children 96% live in urban centres 71% of CAP participants hold a bachelor s degree or higher All have lived in Canada 4+ years #ICC2017
CAP Membership by City and Province Ontario 39% Alberta 19% Quebec 17% British Columbia 14% Manitoba 6% Saskatchewan 3% Nova Scotia 1% New Brunswick * 0% Newfoundland & Labrador* 0% Prince Edward Island* 0% Northwest Territories* 0% Yukon * 0% Nunavut * 0% 23% 15% 14% Top 10 Cities 8% 7% 7% 6% 5% 5% *CAP membership size in these territories and provinces are small and thus statistically represented as 0% 3%
Country of Origin 32% Top 10 15% 11% 8% 6% 6% 5% 4% 3% 3%
Age and Gender Age 39% 43% Gender 55% 24% 24% 11% 3% 18-24 25-34 35-44 45-64 Other Male Female
Number of Children 55% of CAP participants have children, and bring them on their visits to cultural spaces. 45% Children 21% 25% 7% 2% 0 1 2 3 4
Supporting the Culture Sector
A Tool for the Culture Sector Long term audience development Awareness Insights & feedback #ICC2017
Impact & Outcomes
CAP Usage 41% of members attend performing arts events and/or festivals, such as plays, opera performances and more 46% of participants visit cultural attractions 5 or more times during their membership 55% of all visits are to museums, art galleries and science centres 41% of our participants use CAP to travel in Canada in 2016, 6,668 train trips were taken across Canada with CAP
Engagement After CAP 90% say the program inspired them to continue visiting cultural attractions in Canada 57% say they were inspired to purchase a membership, volunteer, or donate to a cultural attraction 90% want ongoing news, offers and information about cultural attractions and performing arts #ICC2017
I would not have become so immersed in culture if it wasn't for CAP. It was one of the best years of my life.
CAP Participant Feedback I had so much fun this year and learned so much. This is a great programme. I will be going back to a lot of the places I visited, and there are some I couldn't get to that I want to see in the future. I think it is a brilliant way to celebrate obtaining Canadian citizenship. I really enjoyed it and took advantage of it whenever I had a chance. The best part about the CAP program was how welcomed it made us feel. :) As a CAP member, I got chances to visit new places. It was an opportunity to know more about Canada and Canadian society. #ICC2017
I felt welcomed by Canada. It made me proud to be part of a country that makes an effort to include and welcome new citizens.
Innovating the CAP program
Growth and Scale Double participation to ~ 100,000 Deeper engagement; meaningful connections Anticipated launch in early 2019 #ICC2017
Yasmine Mohamed, Director, Cultural Access Pass ymohamed@icc-icc.ca 647-920-0739 @yasmine_m_d