The Institute for Canadian Citizenship’sCultural Access Pass Program

Prepared for the AMA/WMA Joint International Conference UNITE, September 20-23, 2017

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Cultural Access Pass

The Cultural Access Pass (CAP) provides new Canadian citizens with a full year of free admission to more than 1,300 of Canada’s premier cultural attractions, as well as exclusive offers to performing arts and discounts on travel.

• 245,000 new Canadian citizens since 2008

• Average 40,000 participants per year

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Why new citizens?

• Received official citizenship less than a year ago

• Average 4-6 years in Canada

• Build inclusion and belonging

• Connections through art, culture, history, nature, heritage

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CAP and Canada’s Cultural Sector • More than 200,000 sworn-in

every year

• Promote Canada’s arts and heritage sector

• Create lasting connections

• Strong potential for long-term audience engagement

CAP Usage

46% of CAP participants visited cultural attractions 5 or more times during their membership

41% of CAP members attended performing arts events and/or festivals, such as plays, opera performances and more

41% of our participants use CAP to travel in Canada – in 2016, 6,668 train trips were taken across Canada with CAP

55% of all CAP visits are to museums and art galleries

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Participant Feedback“I would not have become so immersed in the culture if it wasn't for CAP. It was one of the best years of my life.”

“As a CAP member, I got chances to visit new places. It was an opportunity to know more about Canada and Canadian society.”

“I know that I will continue to get out and see more now that I've had these experiences with CAP.”

“I feel more integrated to my community right now.”

“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.”

ContactYasmine Mohamed, Manager, Cultural Access Pass

ymohamed@icc-icc.ca |647-920-0739

www.culturalaccesspass.ca

• Launched May 2015

• Initiative of IMLS, Administered by ACM

• Inspired by existing similar programs

• Pilot Phase -> Scale Up

About the Initiative

• 202 museums• Children’s Museum – 88 • Natural History – 4 • Science & Technology – 21 • Art – 26 • Zoo – 4 • Botanical Garden – 4 • History – 28 • Planetarium – 1 • Multidisciplinary– 19

• 39 States

• 680,000+ visitors

By the Numbers

• Establish basic implementation guidelines

• Template outreach/marketing resources

• Technical Assistance

• Raising awareness

Support

• Models respect for all visitors

• Confirm museums as accessible educational resources for families

• Raise the visibility of museums as community-driven institutions

• Provide new program to support museum operations

Why?

Museums for All

Access = Opportunity