COMMUNITY SERVICES AND ENVIRONMENT COMMITTEE

 

 

 

 

 

TO:

Mayor and Members of Council

 

 

 

 

FROM:

Barbara M. Roth, Director, Recreation and Culture Services

 

 

 

 

PREPARED BY:

John Ryerson, Gallery Director/Manager

 

 

 

 

DATE OF MEETING:

08-Mar-2004

 

 

 

 

SUBJECT:

Unionville 150th /Sesquicentennial Events

 

 

 

 

 

RECOMMENDATION:

That the report entitled Unionville 150th Sesquicentennial Events be received as information;

 

And that the Town of Markham receive the Ontario Cultural Attractions Fund (OCAF) grant of $125,000;

 

And that a capital project be established in the amount of $87,500 for marketing expenditures related to the Unionville 150th/Sesquicentennial Events to be fully funded from the grant;

 

And that the balance of grant funds in the amount of $37,500 be allocated to account 027-2140014, Refund Completion of Works account for repayment to OCAF upon completion of the Unionville 150th/Sesquicentennial.

 

PURPOSE:

To report on the scope of events and focus of the events around the 150th celebration of Unionville's naming and the recent success in getting a grant towards marketing these events.

 

EXECUTIVE SUMMARY:

The year 2004 represents the 150th naming anniversary of Unionville.  All of the participants in the Unionville events are coordinating their programs, and some events are being added to the umbrella of events that encompass almost a full year of celebration.  The result of this effort will be:

 

  • Creating a “Unionville experience” for visitors to the village that incorporates the business, cultural and heritage together in the public offering
  • Provide opportunities to incorporate the broader Markham cultural and heritage offering  into the promotional effort, e.g.:  Doors Open Markham and Theatre 25th anniversary
  • Broaden the free event offering to Markham residents
  • Provide opportunities to learn about the culture and heritage of Markham through the exhibitions, events and coinciding anniversaries:  200th Reesor Family Reunion, 210th Berczy Settlers Reunion, Lutheran Church 200th

 

The cooperation within the community and leadership from Councillor Virgilio and the Gallery has generated marketing funds from the Ontario Cultural Attractions Fund (OCAF).  OCAF provides marketing funds to major cultural attractions.  On February, 6, 2004, OCAF approved a grant of $125,000, of which 30% or $37,500 must be repaid following the end of the anniversary event. 

 

The payment requirement will be held by Finance until the conclusion of the Sesquicentennial events.  Only the balance of funds up to $87,500 will be authorized for expenditure and will only be authorized to spend at a net amount of $87,500 against the marketing plan developed by the community partners.  

 

The Town will administer the funds for the community.  There are no Town commitments or costs associated with receiving this grant except the allocation of a portion of the Gallery's marketing budget from its operations to the events of this year.  All events must be branded to the 150th and show the OCAF logo in all promotional materials.

 

Among the marketing and OCAF financial partners are:

 

UBIA and all the events they organize

Doors Open Markham

Gallery

Unionville Festival

Markham Jazz Festival

Museum

Theatre

Unionville Gala

Additional consultations with York Region Tourism staff

 

Additional consultations have also taken place with Markham Public Libraries.

 

 

Program Overview

See attached Appendix A for a program overview.

 

 

EDUCATION:

The Gallery has organized a planning committee with representatives of both boards of education to develop curriculum materials for the Berczy exhibition.  The Catholic Board has taken the lead on the development of a Berczy suite of music inspired by Berczy and written for a high school orchestra.  Costs are being shared by the Gallery and Catholic Board.  Curriculum materials are being developed including a "do your own family history" package.  A calendar project of heritage drawing by high school students from across York Region has been conceptualized and a sponsor is being sought to make it viable.

 

A Markham-wide heritage map is being developed based on the Berczy settler sites.

 

 

DISCUSSION:

The feature component of the 150th will be the Gallery’s William Berczy exhibition.  This exhibition launch coincides with the Berczy Settlers and Reesor family reunions.

 

"William Berczy: Man of Enlightenment" July 1-Oct. 31

 

A representative selection of works by Canada's finest pre-Confederation painter exploring his artistic career, his travels and the settling of Markham as well as the enigma of the artist, entrepreneur, architect and colonizer William Berczy.  A selection of 23 plus one by his son copying Joseph Brant, of rarely seen works has been assembled for this exhibition.  A community consultation and advisory process is underway to broaden participation and programming during the run of this special exhibition.  This story has additional relevance to the Varley Gallery for Kathleen McKay, who provided a home for Frederick Varley, was descended from the Ekhardt's, one of the Berczy settlers. The home is a designated heritage building.  A three-part musical composition is being composed based on three art works.

 

There have only been two prior exhibitions of Berczy's work.  Some 23 works out of his rare and fragile 90 works will be on display drawn from Ontario and Quebec institutions and the Hudson's Bay corporate collection.  The latter has two monumental works on the "Battle of Trafalgar" and "Rear Admiral Horatio Nelson" which have only been on public display once before.  The Bay at Markville Mall has been approached as a promotional partner.  The Varley Gallery is building its brand around portraiture based on the strong reputation Varley had in this area.  There is strong evidence that the art of portraiture has a growing market interest which positions William Berczy very well for the art market.  Although there is an appeal to German Canadians it is also the story of immigration to Canada relevant to all Canadians and will be positioned within the campaign as such.

 

 

FINANCIAL CONSIDERATIONS

The Art Gallery is coordinating the marketing program with the community organizations based on the strategy presented on the grant application.  The entire grant amount is $125,000 of which 30% or $37,500 must be repaid following the end of the anniversary event.  The Town’s Finance Department will hold back $37,500, in account 027-2140014 - Refund Completion of Works account in order to guarantee the repayment portion of the grant, therefore, the maximum marketing expenditure out of this account will be $87,500.  The community organizations understand the upset limit for marketing initiatives is capped at $87,500.  This holdback of the repayment component of the grant ensures the grant conditions can be met without financial risk to the Town of Markham.

 

To ensure actual marketing expenditures do not exceed $87,500, a 2004 capital project will be established for the Art Gallery to be fully funded from the grant, $87,500.

 

 

ACCESSIBILITY CONSIDERATIONS:

All events are offered free of charge.  Gallery admission is free on event days.  Only the four fundraising events have a charge.

 

 

ENGAGE 21ST CONSIDERATIONS:

This focus on Markham culture and heritage will complement the objectives of Engage by creating a stronger sense of community and community pride in all we have to offer.

 

 

BUSINESS UNITS CONSULTED AND AFFECTED:

Commission of Community and Fire Services: Director of Culture and Recreation, Events Planning staff, Theatre and Museum.

Heritage Department staff

Finance staff assisted in preparation of the OCAF grant materials.

 

 

ATTACHMENTS:

Appendix A – Program Overview

 

 

 

 

 

 

 

 

Barbara M. Roth

Director, Recreation and Culture Services

 

Jim Sales

Commissioner of Community and Fire Services

 

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