leveraging the arts to market and sell our community
Post on 02-Jan-2016
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Leveraging the arts to market and sell our community
Breaking through the commodity orientation as a destination
• Competition is a commodity– “Content”
• Must create greater differentiation to separate ourselves from competition– “Context”
It’s so much more than “things”… it’s an orientation.
“I can’t quite put my finger on it, there was just something special about the place…it was a feeling,
an attitude, the people.”
An Accidental Tourist
Internal perceptionvs.
External perception
The role of the arts on a macro level
• Sense of place
• Creative “scenes”
• Layering of creative capital
• Perceived public value
• Community vitality and prosperity
• Enrichment of our destination
• Visit and live
The power of a collaborative mindset
How we use the arts to position Columbus
• The fabric of our community
• The arts add context
• Metropolitan sophistication
• Urban
• People decide where they want to live based upon a visit
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