From the American Planning Association -
How the Arts and Culture Sector Catalyzes Economic Vitality
Terms
such as "creative economy," "creative class," and "cultural economy"
are becoming more common among urban planners, arts administrators,
economic developers, and business and municipal leaders.
1
These terms reference a variety of types of jobs, people, and
industries, including the sectors of visual, performing, and literary
arts, as well as applied fields like architecture, graphic design,
and marketing. Whatever label is used, this use of terminology linking
culture and the economy indicates recognition of the connections among
the fields of planning, economic development, and arts and culture.
The activities of the arts and culture sector and local economic
vitality are connected in many ways. Arts, culture,
and creativity can
- improve a community's competitive edge
- create a foundation for defining a sense of place
- attract new and visiting populations
- integrate the visions of community and business leaders
- contribute to the development of a skilled workforce
To pursue economic development projects with a creative
approach, there are four key points to consider:
Keypoint #1
Economic
development is enhanced by concentrating creativity through both
physical density and human capital. By locating firms, artists, and
cultural facilities together, a multiplier effect can result.
Keypoint #2
The
recognition of a community's arts and culture assets (and the marketing
of them) is an important element of economic development. Creatively
acknowledging and marketing community assets can attract a strong
workforce and successful firms, as well as help sustain a positive
quality of life.
Keypoint #3
Arts
and cultural activities can draw crowds from within and around the
community. Increasing the number of visitors as well as enhancing
resident participation helps build economic and social capital.
Keypoint #4
Planners
can make deliberate connections between the arts and culture sector and
other sectors, such as tourism and manufacturing, to improve economic
outcomes by capitalizing on local assets.
Keypoints
Competition, definition, attraction, integration, and continued
development are all pivotal aims for economic
development professionals. Traditional outcomes of
economic development in planning include job creation,
increased tax revenues, increased property values,
increased retail activity, and more sustained economic
vitality. These goals are often pursued through programs
such as workforce development, recruitment, amenity
packages for firms, local property investment, and policies
that support business. When combined with creative
approaches, these traditional programs can create
a richer context for economic development.
Economic development approaches that integrate arts
and culture are usually combinations of facility-centric,
people-oriented, and program-based approaches.
Development of an arena, cultural center, incubator space, or creative district is an example of a facility-centric
method, while a people-oriented approach could include
facilitating arts professionals' development by approving
live-work spaces, supporting arts centers, creating cooperative
marketing opportunities, or commissioning artworks.
Program-based approaches target a specific issue within
a community, such as developing an arts program —
whether gardening, mural making, or public art displaying —
to address the issue of vacant property; promoting
health education through a local arts festival, exhibitions,
or performances or plays with health themes; or displaying
artwork in vacant storefronts to attract passersby and enliven
an area.
Whether targeting economic improvement
through facilities, people, programs, or all three, creative
strategies can strengthen economic vitality (Table 1).
Each key point is explored in greater depth below, with
examples and connections to the strategies in Table 1.
Table 1. Creative Strategies for Improving Economic Vitality
Strategy | Description |
Promotion of Assets | Promoting cultural amenities for the purpose of attracting economic investment and skilled workers |
Development | Promoting community development through artistic, cultural, or creative policies |
Revitalization | Promoting community and neighborhood revitalization through artistic measures and strategies that emphasize creativity |
Economic/Job Clusters | Creating
economic or job clusters based on creative businesses, including
linking those businesses with noncultural businesses |
Education | Providing training, professional development, or other activities for arts, cultural, or creative entrepreneurs |
Arts-Oriented Incubators | Creating
arts-specific business incubators or dedicated low-cost space and
services to support artistic, cultural, or creative professionals |
Branding | Developing
visual elements that communicate a community's character; using logo
development and graphic design for advertising, marketing, and
promoting a community |
Districts
Live-Work Projects | Creating arts, cultural, entertainment, historic, or heritage districts
Providing economic or regulatory support for combined residential and commercial space for artists |
Arts-Specific and General Public Venues | Providing
public or private economic or regulatory support for marketplaces,
bazaars, arcades, community centers, public places, parks, and
educational facilities of various types |
Events | Using celebrations or festivals to highlight a community's cultural amenities |
Urban Design and Reuse | Implementing the reuse of existing sites or buildings for arts and culture purposes |
Public Art | Supporting temporary and permanent public-art projects | |
Keypoint #1
Economic development is enhanced by concentrating creativity through both physical density and
human capital
Concentrations of cultural
enterprises and creative
workers in a geographic
area provide a competitive
edge, likely by elevating
the quality of life, improving
a community's ability
to attract economic activity,
and creating a climate
in which innovation can
flourish.
Concentration of culture-sector firms and highly
skilled workers, along with related facilities and business,
enables partnerships and cooperative projects to
develop. Concentration also facilitates the marketing
of skills and products. The physical density of creative
and cultural firms promotes the sector's prosperity,
which is in turn economically good for the local area
as a whole.
Clusters of culturally oriented businesses and workers
can breed innovation and new specializations. Places
where innovation is prized are naturally attractive to
innovators and conducive to creativity of all types, as
the frequency of exchange promotes creative activity.
Planners can develop projects that deliberately locate
creative professionals in a facility or area. Density
or concentration of creative facilities can occur on a
range of scales, from a single building to a streetscape,
neighborhood, or district.
The Crane Building in North Philadelphia is an example
of a facility-centric redevelopment for creative businesses
and artists. Originally built in 1905 as a plumbing
warehouse, the building today houses Crane Arts
(
www.cranearts.com), with four floors of artist studios
and suites and a variety of project spaces available
for community programs and cultural development.
Facilities include an art-restoration studio, a ceramics
studio, a multimedia studio, and a printmaking, painting,
and sculpting studio.
One of the office suites is a
cultural coworking space opened by Peregrine Arts
(
www.peregrinearts.org) for entrepreneurs, consultants,
artists, writers, visionaries, and anyone working
in design, media, history, the arts, and cultural heritage.
The building has been successful enough that Crane
Arts is considering opening another building. As an
economic development tool, the building is beneficial
not only to the creative occupants but to adjacent
communities and the design profession as a whole.
For
example, during the recent economic recession, local
architects with few or no incoming projects participated
in a gallery exhibit at Crane Arts in an effort to
"get back to the act of making things."
2 The exhibit was
an effective tool for marketing and design.
In Tampa, Florida, a local developer designed and created
the Sanctuary Lofts (
www.sanctuarylofts.com) as
an urban revitalization project to concentrate creativity
and attract residents back to the downtown. The
project began with an early 20th-century Greek Revival
church in the Tampa Heights historic district that
was transformed into loft apartments with space for
creative-studio rentals.
Many of the existing materials
were salvaged, including doors, windows, pews, and
hymnal racks. Sanctuary Lofts now serves as workspace
for painters, artists, photographers, designers, and architects.
This unique living space can assist in facilitating
communication between creative organizations
and the public and can create a stronger sense of identity
for community residents.
Keypoint #2
The recognition
of a community's
arts and
culture assets
is an important
element of
economic
development
Recognizing and strengthening
existing assets are
vital parts of community
development and can
contribute to economic
development.
Assets include those related
to entertainment (e.g., theaters,
performing groups),
personal development
(e.g., community centers,
bookstores), and education (e.g., schools, museums), as
well as more directly to job creation and industry (e.g.,
translators, designers).
Cultural and creative amenities
are assets as well as excellent tools for identifying and
promoting other community assets.
Creative-class theory suggests that a high-tech, highly
educated workforce prefers a location with creative
amenities.
3 A flourishing arts and culture sector can
affect where workers in the information economy,
especially younger ones, want to live and as such is
important for workforce recruitment and retention
strategies.
4 To promote local culture and creativity,
communities can deem an area or part of town as an
arts, cultural, or creative district.
A district is technically
a designation to name and centralize creative assets
by locating and drawing attention to cultural assets
throughout the community. There may be economic
incentives to live or work in such a district.
For example, Taos, New Mexico, has a number of designations
intended to promote it as an arts and culture
magnet. The State of New Mexico has designated Taos
an Arts and Cultural District.
5 The New Mexico Arts and
Cultural District Resource Team reviews the state of
the creative economy and emphasizes building upon
current assets to develop economic well-being. At the
federal level, Taos is designated as part of the Northern
Rio Grande National Heritage Area. Additionally, Taos is
pursuing the New Mexico "Quality of Life" local option
tax (a tax incentive to improve energy and water conservation,
sustainable building, employment benefits
such as job-training programs and employer-provided
child care, and other quality of life factors) to support
the continued formal existence of the Arts and Cultural
District.
It is also considering the construction of an
arts-incubator space, to complement its affordable
housing project, ArtSpace.
6 Taos's approach to economic
development is based on asset recognition and
directly connected to the arts and culture sector.
Another way to recognize assets and capitalize on
them economically is to find ways to publicize and
display the community's existing artistic talent and
related amenities, such as ethnic foods, costumes, and
visual arts and crafts.
For example, in New Orleans the
cultural heritage of Louisiana is celebrated through
the New Orleans Jazz and Heritage Festival. This festival
increases tourism through a showcase of music of
every kind — "jazz, gospel, Cajun, zydeco, blues, R&B,
rock, funk, African, Latin, Caribbean, and folk to name
a few."
7
Keypoint #3
Arts and cultural
activities in
an area can
draw crowds
from within
and around the
community
Arts and cultural activity
can increase attention
and foot traffic to an
area, including attracting
visitors and increasing
the length of time
and money they spend,
thereby contributing
to continued development.
Similarly, the
presence of public art
and related streetscape amenities such as artist designed
lighting, signs, and benches is a way to
attract pedestrians.
Arts and cultural activity often attracts attention,
whether for casual perusal or artistic investment.
Such activity can include events at culturally specific
facilities such as theaters, museums, music
clubs, and galleries, as well as cultural activity in
venues such as arenas, public parks, community
centers, and schools. Communities can also develop
creative ways to make artistic activity happen
in vacant or underutilized spaces.
Several
communities have embraced the practice of promoting
creative activity in vacant retail windows
and storefronts as a revitalization tool.
An economic redevelopment process can often
last several years. In an attempt to temporarily
transform a street scheduled for redevelopment
in Brooklyn, New York, by the local BID, the local
arts group Ad Hoc Art (
http://adhocart.org/site)
transformed a row of vacant stores into a street art
gallery.
Known as Willoughby Windows, the block
of Willoughby Street between Bridge and Duffield
was turned into a temporary art exhibit, which
included a photography-themed screenprint
where a camera store used to be, woven paper
maps, and a large cash register (representative of
the perceived financial mistakes of Wall Street).
8
This temporary, creative art exhibit transformed
an otherwise vacant eyesore into an interesting
space for pedestrians.
Boston Art Windows is a collaboration between
the city and local artists aiming to fill vacant storefronts
in the Downtown Crossing area with exhibits
that draw pedestrians.
9 The space is a streetside
art gallery incorporating interactive video, lighting,
and sound to encourage passersby to pause
and enjoy the spectacle. One artist's camera records
the movements of pedestrians and plays
them back in time-delayed video loops that eventually
cover a screen.
The redevelopment authority
involves curators with the storefront show, seeing
the exhibit as an opportunity to facilitate changes
to Downtown Crossing as economic development
continues.
In Grand Rapids, Michigan, local artists, business
owners, and the public engage in an annual creative
event called Art Prize (
www.artprize.org/
home). Art Prize is an open contest in which any
artist, established or emerging, can show work
and any visitor can vote on it. In essence, Art Prize
is the creation of a context for the city to become
a temporary art gallery.
During this informal creative
event, public participation, interaction, and
economic development are strengthened as more
than 100 venues open for it (including local retail
and business spaces). More than 1,000 people volunteer.
The resulting relationships extend beyond
the boundaries of the competition to strengthen
interaction among retail shops, business owners,
and the art world. Economic benefits of the
contest include increased traffic and improved
business.
Keypoint #4
Planners can
make deliberate
connections
between the
arts and culture
sector and other
sectors
Establishing opportunities
for partnerships
among various
economic sectors and
creative professionals is
a way to promote economic
development.
The talents of artists
(especially related to
design and communication)
can enhance the
value of local products and services and increase
their dissemination.
Partnerships often begin with economic clusters
that are closely related to or dependent on the
design field; examples include marketing, tourism,
high-end manufacturing, and filmmaking. These
economic clusters are groups of organizations
with related producers, suppliers, distributors, and
intermediaries. Proximate organizations can take
advantage of shared interests, relationships, and
economies.
10
Deliberate team building by planners can help
artists, designers, and people in related economic
clusters to their shared advantage. Connecticut,
for example, has recently instituted Cultural and
Tourism Partnership Grants that encourage interdisciplinary
collaborations among tourism,
historical, film, and arts organizations.
11
The goal
is to help localities develop relationships and
strategies to improve tourism, an important goal
in economic development.
12 The grants support
projects such as film and arts festivals, development
of garden and museum trails, seasonal crafts
and events, and theater packages. Lead applicants
must be nonprofit organizations, but they can
partner to seek funding for both profit and nonprofit
ventures.
Brooklyn, New York, is experiencing an economic
transformation as a result of food. A growing gastronomical
entrepreneurial energy is transforming
once industrial, underutilized pockets of Brooklyn
into culinary oases. Entrepreneurs in their 20s
and 30s, who often have a strong sense of community
and creativity, are opening restaurants,
bars, pubs, specialty shops, butcheries, coffee
shops, and other food production and processing
facilities throughout the borough.
These businesses
are not only meeting the growing local
and regional demand for locally produced and
wholesome foods but also creating an incubator
for culinary quality, craftsmanship, and artistry.
For example, the outputs of Cut Brooklyn, a knifemaking
business, become the inputs for Brooklyn
Kitchen, a specialty store; cacao nibs, a product
of Mast Brothers Chocolate, and Ethiopian coffee
beans from Gorilla Coffee are added to beer at
Sixpoint Craft Ales; and root vegetables purchased
from a nearby farmers market are combined with
wort from Sixpoint to make relish at Wheelhouse
Pickles.
This new collaboration between business owners
is resulting in increased economic vitality and
sense of community between merchants as well
as residents.
13 In February 2010, recognition of the
economic, environmental, health, and social impacts
of food production, processing, access, consumption,
and waste disposal prompted residents
of New York City and the Manhattan borough
president to develop "FoodNYC: A Blueprint for a
Sustainable Food System," a report that establishes
goals and provides recommendations for improving
and balancing the health, economic, and environmental
needs of the city. This report recognizes
the untapped economic potential of the region's
food system, as well as the health, equity, and environmental
challenges of this economic sector.
Conclusion
The economic development field has changed in
the last decade from one that primarily emphasized
location and firm-based approaches to one
that more overtly acknowledges the development
of human capital. Human capital refers to the
sets of skills, knowledge, and value contributed
by a population and has become a recognized
asset as firms choose where to locate (and cities
choose what to advertise and develop and whom
to recruit) and entrepreneurs develop economic
activity.
Members of some sectors of today's workforce
seek certain characteristics in the places they
choose to live. Places with entertainment options,
public interaction, lively streets, and recreational
and educational amenities are preferred, along
with arts and culture activities and amenities.
Leaders in the field of planning and economic
development are developing noteworthy, creative
approaches to making places of any scale more
satisfying to this workforce, while increasing economic
viability and competitiveness.
This briefing paper was written by M. Christine Dwyer
(senior vice president, RMC Research Corporation)
and Kelly Ann Beavers (PhD candidate, Virginia Tech,
and American Planning Association arts and culture
intern), and edited by Kimberley Hodgson, AICP (manager,
Planning and Community Health Research
Center, American Planning Association).