The study process involved reporting on the following in two separate phases:

Phase One:

• A material review of all previous community plans, studies, and research documents

• An analysis of national audience participation data and local economic impact to understand key motivations and likelihood of arts participation in Wheaton

• Significant community engagement including 44 interviews with artists, arts leaders, business owners, government officials, students, and community members; two focus group discussions; two town hall meetings attended by 41 citizens; two e-surveys in Spanish and English; more than a dozen site visits to local venues; and a presentation to the Wheaton Urban District Advisory Committee

• An analysis of area demographics

• An outline of local facilities to understand market competition

• Benchmarking and best practices from four community-based performing arts facilities

• A recommendation of three structural models for selection by the County

Phase Two:

• Based on the selection of an arts incubator model recommended in Phase One, we began Phase Two by discussing the structural and physical components of the model

• A list of short and long-term activation goals

• An overview of space utilization programming and sample calendar of events, including a list of potential strategic community partnerships

• A program evaluation plan

• Core competencies for governance and the operating entity

• A financial pro forma that supports the operating structure, with a staffing list and a three-year budget of contributed income, revenue, and expenses

Recommendation >> Each of our conversations with community members pointed to a deep need to serve the racially and ethnically diverse community of Wheaton, as opposed to catering the facility to a few strong arts organizations. This requires an operator with competencies in arts incubation, to bolster the capacity of artists, and in programming a broad mix of arts activities that the community identified as critical, including media, visual, performance, music, traditional arts and culinary arts.

Result >> Montgomery County has incorporated our recommendations into the next design phase, including space planning and architectural design.  Once they select the site, the design phase begins.