The Art of Attraction

Cities are revitalizing their downtown areas and many have a pointed focus on art, spanning all the elements that fall under its umbrella

BY LISA GIBSON

Adowntown area is the “beating heart” of a community and, if that downtown thrives and exudes positive energy, it will attract tourists as well as locals to experience the culture, art, entertainment, dining or shopping it has to offer. So says Grand Forks Mayor Michael Brown, who has launched an initiative to promote vibrancy in his city, some areas focused specifically downtown.

“You need to make your community attractive and you need to make it vibrant,” he says. “You need to make it alive, you need to make it diverse. … You want a place where people want to live.”

Brown’s plan involves two committees: arts and events, and downtown development. The committees are tasked with presenting recommendations to the city, which could happen as soon as this summer, says Meredith Richards, deputy director of Planning & Community Development for the City of Grand Forks. The committees have hosted listening sessions, public forums and meetings to hear from the community, artists, event venues, business owners, organizations and others. “It’s really about the community conversation,” Richards says.

In such early stages, it’s difficult to predict what those committees will come back with, but once recommendations are in, the city can begin its planning phase to implement any measures it decides to move forward with, says City Administrator Todd Feland. “The important part is to get the planning part done so we can create the action plan that can be implemented incrementally over time,” he says.

Additional public art will undoubtedly be an area of emphasis downtown and throughout the entire community. Brown says no dollar figure has been discussed for his vibrancy project, but he expects future budgeting could include funding for a public arts commission and someone to lead it. The city has seen that model work well in other communities that serve as successful examples. “When you visit other places, you remember the public art,” Brown says. “Grand Forks is at that critical mass right now. We evolve into that next.”

While the City of Grand Forks is facilitating the arts and downtown development discussions, the public sector is leading the charge for action, via the committees, Richards and Feland say. “I think the important part of all the public art is the public-private partnerships, where business and the public are working together to create a vibrant community,” Feland says.

Artistic Emphasis

Thirteen years ago, Sioux Falls, S.D., began its annual SculptureWalk — an event that draws artists and art lovers from all over the country — to revitalize its downtown area and spur economic development. It’s been wildly successful in that regard.

“It’s really grown into beyond the prize inside the box,” says Jeff Hanson, SculptureWalk ambassador. People used to be surprised by it and now it’s become a destination. … Our Trip Advisor reviews are fairly heartwarming.” Last year, the event had visitors from four countries and 44 states, he adds.

Each year, the call for submissions goes out worldwide so sculptors interested in showcasing their talents at the event can send in an applica- tion with photos of their work. A panel chooses about 80 sculptors, who then create a piece for the event. “We have had sculptures in from almost every state, four continents and 10 countries,” Hanson says. “They are shipped in from all over the world. Although, we did have one artist from Belgium who actually came here and lived in Sioux Falls and did his sculpture here because it was so large.” Many artists send pieces each year and have “adopted” Sioux Falls, he says. “We do have a good stable of returning artists, which is gratifying, considering they’re people who have been profiled in Sculpture Magazine, Southwest Art. They’re good, high-profile artists.”

New sculptures go up roughly the first weekend in May and stay on display for a year, and all are for sale. About 24 percent of the pieces sell each year, which is much higher than the roughly 10 percent national average for similar events, Hanson says. Many Sioux Falls businesses purchase sculptures to display and more are incorporating art within their architecture.

In its first year, SculptureWalk featured about 35 pieces from exclusively regional artists, but expanded “just like that,” Hanson says. “The first year success was pretty amazing. … It’s not just art for art’s sake,” he emphasizes. “It’s art on purpose.” The event has more than achieved its tourism and economic development goals, he says.

“It’s amazing how many people come in. It’s just a fun way to spend a Saturday or a sunny summer day. ... You can sit and have coffee next to a $60,000 piece of art.”

Teri Schmidt, executive director of the Sioux Falls Convention & Visitors Bureau, says, “SculptureWalk has really developed into one of the top reasons people like to visit Sioux Falls. It’s definitely a draw for Sioux Falls.” She says SculptureWalk and the Washington Pavilion of Arts & Science are the pillars of the art community downtown. The pavilion hosts musical performances and multiple art displays. “The arts continue to grow downtown and throughout the community,” Schmidt adds.

SculptureWalk is free to the public, proceeds from sold artwork go to the respective artists and event organizers have helped bring the idea to Watertown and Vermillion in South Dakota, too. The dining and shopping experiences in downtown Sioux Falls add even more pleasure to a day filled with sculpture exhibits and culture, Schmidt says. “It all rolls together and creates a bigger experience for the guest.”

Marketing A Community

Thinking outside the box is key to attracting tourists to take advantage of art and other community offerings, says Charley Johnson, president and CEO of the Fargo-Moorhead Convention & Visitors Bureau, which also serves West Fargo, N.D. “Our job is to get visitors here, downtown or anywhere in these three communities.”

The CVB markets its communities on regional, national and worldwide stages, including through Rocky Mountain International, a consortium that advertises the Upper Midwest as the “Real America.” Many worldwide or national travelers won’t come to the Red River Valley as a prime destination, but there’s no reason Fargo and its surrounding communities can’t be a stop on the way. “It’s a pretty interesting way to market,” Johnson says.

The CVB attends trade shows and other events to sell tourists and travel companies on the different assets of the cities, including Fargo’s appeal as an urban hub. “If we have to start out by talking about the movie, so be it, because it gets us in the door,” he says, referring to the 1996 film Fargo.

Downtown Fargo will commence a number of new construction projects in the next year, including a new city hall, a tower planned by the Kilbourne Group and a mixed-use parking ramp that will incorporate retail and entertainment. “It’s a lot,” Johnson says. “And people have been saying for a long time we need more planning downtown.”

Minot, N.D., is overhauling its downtown infrastructure, also, with a plan for all new streets, sidewalks, traffic lights, plumbing and electrical systems, says Phyllis Burckhard, executive director of Visit Minot. It’s a logistical change that needs to happen, but will allow a completely new look for boosted appeal. Like Fargo, Minot has plans for mixed-use parking structures, to include more shops and condos for the younger generation that wants to live downtown and close to the action. “It’s just going to be a real addition to our downtown area,” Burckhard says.

Minot’s downtown art offerings feature museums, retail shops and venues geared toward art classes and workshops. Events each year include wine walks, festivals and holiday events. “Having those events, we’re drawing people to that area,” Burckhard says, adding the shopping in downtown Minot is unique, with all its local boutiques. The city also hosts the North Dakota State Fair, Northern Neighbors Day and iMagicon comic convention. Burckhard emphasizes the importance of the city’s new airport, saying it’s the largest in the state. “When we are attracting events and visitors to Minot, we have to have that airspace. That’s a real key to our future.”

Attract and Retain

In Grand Forks, the arts and events committee will focus on variety in its recommendations, making sure there’s appeal for all visitors and residents, says committee co-chair Julie Rygg, executive director of the Greater Grand Forks Convention & Visitors Bureau. The group is focused on the entire community, but downtown will be an important component, she says.

The city has programs in place for arts and Rygg and her committee will dig in to them to determine if the dollars are being stretched as far as they can be and if the initiatives resulting from those programs are as effective as they can be. Art and events, which often overlap, are a big part of the community, Rygg says, and it’s important to “Make sure we’re supporting what we need to be. … With a vibrant community, that has a ripple effect. If people that live here enjoy our community, people will want to travel here as well.”

The city hosts several events, including ArtFest, where local artists display their work for sale, Art & Wine Walk, musical performances such as Blues on the Red and other events including a farmers market downtown every Saturday during the summer.

Not only will Brown’s vibrant community initiative attract tourists, but it will appeal to current residents and graduates of the University of North Dakota, he says. “We want to retain our students when they graduate … and we also want to be a welcoming community where businesses want to relocate because their people want to live here.” Richards adds, “What we keep hearing is that to be a successful community that attracts and retains workers, you have to have more than jobs.”

A community’s downtown is what makes it unique and shows tourists, residents and potential residents “who we are as a community,” Feland says. Grand Forks’ vibrancy committees will help maximize potential to draw more visitors and locals to experience what downtown Grand Forks has to offer.

“That’s a trend worldwide,” Richards says. “Communities that have strong downtowns are strong communities.” PB

Lisa Gibson Editor, Prairie Business 701.787.6753 lgibson@prairiebusinessmagazine.com