first friday art tour: greensboro, nc breathing new life
TRANSCRIPT
First Friday Art Tour: Greensboro, NC
Breathing New Life
Privately operated but in decline
• Pre-2009 less than five regular participants
• Little media exposure
• Seasonal event with irregular operations and hours
• Limited to art galleries only
Under new management• Downtown Greensboro Incorporated & United Arts
Council take lead
• Organized constituent meetings to craft new approach
• Refocused Mission: any arts programming, any venue, free
Marketing ImprovementsGreen balloons identify venues
Dedicated web site (downtownfridays.com)
Monthly print ads, press releases
Aligning with Festival of Lights
20,000 attendance
Expanding Participation:Including Shops and Restaurants
Expanding Participation:Indie Market
Brand expansionOutdoor market connects different nodes
Expanding Participation:New Installations & Activities
Tape Art installation Bicycle in Greensboro exhibition
Expanding Participation New Projects Added in 2012/13:
17! Days Art Festival LaunchPop Up
Promenade
ResultsIncreased attendance –
10,000+ per month
Over 2 dozen regularly participating venues each month
Spike in retail and restaurant sales
Collaboratively managed with $15,000 annual budget split with UAC
Results (con’t)
Earned, paid and social media every month
Constituent surveys supporting DGI’s sponsorship:o 2008 (prior to
managing) – 50% support
o 2013 – 74.5% support
Partnerships with schools, other non-profits
Busking ordinance improved in 2013 Full page earned media in
newspaper’s weekly entertainment guide
First Friday Art Tour: Greensboro, NC
Breathing New Life