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The Economy 2002 - Newfoundland and Labrador
Cultural Activities:   page 1  |  page 2 

Markets for cultural industries 
are diverse
and include both local and export opportunities

Credit: Photographer Justin Hall - Courtesy of Passage Films Inc.
The recent filming of major movies (e.g., The Shipping News, Random Passage and Rare Birds) has heightened the profile of the provincial film industry and the province itself. The photo above is from Random Passage which aired on CBC in January 2002 and averaged 1.2 million Canadian viewers for the duration of the mini series broadcast. This film was based on local author Bernice Morgan’s books Random Passage and Waiting for Time which describe the struggle of early settlers. Current plans for this series include international marketing. Morgan’s books have been translated and are selling well in Germany. 

Craft, Gift and Apparel
Survey data from the craft industry indicate that the value of production is about $38 million, up substantially from $10 to $12 million ten years ago. This growth can be attributed to several factors including: increased use of technology in marketing and production; a rise in tourist demand for crafts; the development of a core group of skilled, experienced professionals; and continued support from federal/provincial governments and the industry association. An estimated 2,000 people are employed in craft production.

The provincial government uses the Crafts of Character program (www.craftsofcharacter.com) to promote local products at trade shows and through other marketing tools. This program promotes the distinctive quality of local products to national and international markets, and supports companies in the development of export capability. The program is supported by an online database for wholesale buyers of craft products. 
 
In March 2001, the Craft Council of Newfoundland and Labrador became the first craft industry association of its kind in Canada to launch an online store (www.craftcouncil.nf.ca). The store features over 200 items and has experienced brisk traffic. Most sales have been to customers in Canada, but purchases have been made from as far away as Denmark, Australia and South Korea. 

Further industry improvements are being considered and stakeholders recently released a development strategy for the craft industry. This study contained recommendations spanning eight areas: training; product development and production; design; marketing; communications; business and technology; retailing; and support services. This report provides the industry with a clear set of goals to facilitate future growth.


The Economy 2002 - Newfoundland and Labrador
Cultural Activities: page 1  |  page 2  

 
Book Publishing
Latest data from Statistics Canada indicates that 31 new titles were published in the province in 1998/99 and 30 books were reprinted. In addition, almost 760 titles were still available in the market from previous publication years. 

Book publishing serves as a means of preserving the culture of Newfoundland and Labrador from generation to generation, formerly passed on by word of mouth. While the hallmark of the industry remains in cultural and literary works, expansion has also occurred into the educational market. Breakwater Books recently developed a language arts series featuring the work of local authors called Land, Sea and Time for the provincial high school program. The company is also developing religious education resources for elementary grades. In the last decade, the publishing industry has also expanded into educational software and multimedia products as well as numerous travel guidebooks and children’s books. 

Heritage Industries
The past decade has seen a substantial expansion of heritage attractions in the province. Heritage is becoming an increasing part of the province’s tourism product and an important contributor to regional economies. Heritage industries are generally linked to historic and archaeological sites, museums, archives and other unique sites and buildings that have been prominent in the province’s culture and history. 

The number of community museums and archives has expanded considerably over the last decade, rising from about 63 operations in 1992 to over 130 today. The quality of these facilities has also improved mainly due to government support for conservation, interpretation and exhibit development. The expansion of “living history” initiatives complements these facilities. Many of these are closely linked to museum activities and serve to enrich a visitor’s experience. Over the past five years, 43 living interpretation projects have been offered in the province including, the “Faces of Fort Royal” at Castle Hill and the “Summer In The Bight” festival in Trinity Bight.

The province’s community museums receive almost 300,000 visitors a year. This is in addition to an average of over 250,000 visitors to provincially and federally operated heritage sites and attractions. 
Credit: (Tuckamore Books-Creative Book Publishing)
Sailor: The Hangashore Newfoundland Dog, a children’s story centred around the famous heroics of the Newfoundland Dog, is presently in its third printing.
 
Heritage tourism infrastructure has expanded considerably due to the support of government, volunteers, development groups and historic societies, and through corporate sponsorships. Selected major investments are presented in the table below. In 2002, work will continue on “The Rooms”, an over $47 million cultural facility. This building, located in St. John’s, will be the permanent home for provincial artifacts, archival materials and local art (see picture in construction). The facility is expected to open in 2004. In addition, the results of an industry study to value the contribution of heritage and the arts to the provincial economy will be released in Spring 2002.
 
Selected Heritage Infrastructure Developments
Over The Past Decade

Colony of Avalon, archaeological site and centre (Ferryland)
Labrador Interpretation Centre (North West River)
Norstead Replica Viking Port ( L’Anse aux Meadows)
Matthew Replica and Interpretation Centre (Bonavista)
Barbour Living Heritage Village (Newtown)
Joseph R. Smallwood Centre (Gambo)
Banting Memorial Centre (Musgrave Harbour)
Hawthorne Cottage National Historic Site (Brigus)
Ryan Premises National Historic Site (Bonavista)
Red Bay National Historic Site Centres (Red Bay)
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This information was current as of March 11, 2002.
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