Contemporary Arts Center. Feasibility Study

contemporary art center feasibility study

by william ernesto cruz forero

CAC -­‐ FEASIBILIT STUDY

feasibility study 5 About the CAC Rationale The need Community Impact Legal Figure 9 Philosophy Mission Vision Values 13 Market Opportunity Colombian Regulations Competitors SWOT analysis Geographic Boundaries Customers Profile 36 Portfolio Services for the Community Services for Artists 54 Financials Startup Costs Projected Cashflows

table of content

CAC -­‐ FEASIBILIT STUDY

pilot project

table of content

60 Camp Description The Venue Facilities 62 Artist Presentation 63 The Audience 64 Curricular Materials The Goals The Process 67 Marketing Materials Facebook White Paper Flyer Press Release

CAC -­‐ FEASIBILIT STUDY

introduction Although nowadays is easier than it used to be, being an artist in Colombia is not that easy. It is not because there are not good art schools, but because there is not enough market and there are not educated patrons able to appreciate or value what the current generations of artist are creating.

Currently the Bogotá art scene is considered by the experts as one of the most prominent around the world, and is a shame that not much of our citizens can take advantage of the lots of opportunities we have to enjoy it, basically because of the lack of awareness about contemporary art.

For making the contemporary art something more accepted and known among the Bogotá community, was developed this feasibility study for the Contemporary Arts Center, a new venture that will benefit both, the city throughout its programming and services, and their artists by educating patrons making them able to enjoy the creations of the current artists.

This feasibility study covers the whole picture, from the philosophy of the CAC, to its financials, competitors analysis and description of its services. It also includes a pilot project to test some of the assumptions made during this process.

Throughout this study I could establish the feasibility of this venture, not only because there is a need and opportunity, but also because, based on the assumptions is financially viable.

CAC -­‐ FEASIBILIT STUDY

about CAC about CAC

The Contemporary Arts Center CAC, was born with the purpose of serving the city of Bogota through its programs.

The services provided by the CAC are focused on giving the community educational services, exhibitions and art products; while offering resources and possibilities for the professional development of our artistic community.

appreciation of art. Which will result in the rising of patrons for galleries and museums and perhaps in the birth of art collectors.

why to educate about art?

This is an art organization meant to educating its patrons about modern and contemporary dynamics.

Its main purpose is bringing people the possibility of enjoying art and art processes without fear or prejudices.

CAC will support the level of understanding and appreciation of art and aesthetics among the Bogotá community for the betterment of our culture.

Improving the creativity and art awareness of our young citizens so they can contribute to the development of the creative industry and, at the end, to the improvement of the economy of Colombia.

Improving art appreciation among our youth, we are not promoting the obvious increasing in the number of creators, but the knowledge, understanding and

Through education programs, CAC will avoid the reaction against the art that has been happening around us during more than one hundred years.

Nowadays, there is still a lot of people rejecting ready-mades, installations, performances, videoart and others as visual arts manifestations. All of this people is losing the opportunity of enjoying a stimulating art that counts with a lot of artists that have achieved a great balance between the ideas and the sensible artworks that all of us love.

Enjoying this kind of art is a matter of having the disposition of not loosing one hundred years of art.

All of this people prefer not to go to the museums and galleries that are displaying in Bogota the art of artists from all around the world, because they find this art as alien for them.

CAC -­‐ RATIONALE

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why is it needed?

In this times in which knowledge is universal and easily attainable, and in which people tend to know about pretty much everything; knowing about the art that has been around us for about one hundred years is almost mandatory.

The difficulty with contemporary art is how art education institutions like Bogota art academies, don’t seem to be very interested in exposing people to contemporary art processes and artists; most of them are focused in a “training” approach, basing their programs in technical skills development e.g. oil color, charcoal, ceramics etc. This is maybe the way in which they are focusing their mission; by using the arts as entertainment or therapy to escape from the stress produced by study of job; the big problem with this approach is that patrons and people in general tend to assume these processes as the art that is happening in the art world today.

On the other hand, galleries and museums, with direct access to current artists, are not doing a good job educating new public for contemporary art.

People that usually attend their exhibitions are people that have a certain level of understanding of contemporary art, and galleries don’t spend time to program education activities for the community about contemporary art or artists. Their patrons are “already educated.”

Figure 1. ARTBO Bogotá Art Fair 2013 Photo:EFE

CAC -­‐ THE NEED

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how does this impact the community?

In this scenario arises the Contemporary Arts Center.

In a city whose growing artscene offer seems to be limited to a small group of citizens with the knowledge and interest to enjoy it. And in which the number of artists is growing up too, limiting the options for them, in terms of spaces, opportunities and market.

Figure 2. Proyecto para un Memorial (re-­‐trato) Oscar Munoz, Colombian Tamayo Museum, installaSon view, 2009

With more exposure to contemporary art, o u r c o m m u n i ty w i l l h ave a h i g h e r awareness about its processes and reflections, and of course, we will have more customers for emerging artists. More than educating future artists, the CAC is meant to educate the community about art products. While exposing them to actual artists and art processes, we will create more audiences and customers for the art that Colombian art organizations are fostering and that our current artists are producing.

CAC -­‐ COMMUNITY IMPACT

A second field of action will be covered by the CAC. This is supporting artists in their creative processes, providing them with space and tools needed for their professional development.

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What kind of organization will it be?

The CAC will be a Simplified Stock Company (SAS), which is a business model that offers more flexibility and growth potential.

This figure will allow us to streamline paperwork and start the project with a low budget.

These are some of the benefits and advantages of the SAS model for the CAC: - CAC will be allowed to set the rules that will govern the operation of society.

- I t w o n t b e d i f f i c u l t t o e s t a b l i s h t h e organization. It could be created through a private document, saving time and money for the CAC. - The liability of the contributions. The from limiting the without having to corporation.

members is limited to its organization will benefit liability of its partners, have the structure of a

- It is not mandatory to hire an auditor, unless the gross assets as of December 31 of the preceding year, whether or exceed US $750,000.

Figure 3. Business Center of the Chamber of Commerce of Bogotá. CCB. (El Dorado Avenue).

CAC -­‐ LEGAL FIGURE

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CAC

philosophy CAC -­‐ PHILOSOPHY

our mission

Our mission is educating our youth around art, so that every Colombian grows in an aesthetic environment, understanding and enjoying art.

our aims for the community are: • •

• •

Contribute to build criteria for aesthetic appreciation and image reading.

Fostering students interaction with contemporary art creation and circulation processes.

Promoting knowledge of Colombian art framed in the universal context.

Promote the continuous experimentation with techniques and communicative tools.

our aims for the artists are: • • • •

Provide an environment and space for artistic creation.

Facilitate space for art circulation and communication with the community.

Supply specialized tools and spaces.

Foster professional development.

CAC -­‐ PHILOSOPHY

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our vision

The vision of the CAC is to develop Colombia into a community in which every person is visually literate and is an art producer or an art consumer.

CAC -­‐ PHILOSOPHY

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our values

We are committed to the development responsibility and teamwork.

of

respect

for

the

difference,

The CAC works with principles underpinning values related to the search for personal and professional excellence in all of our patrons and staff, and through all of our activities.

CAC -­‐ PHILOSOPHY

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CAC

market

opportunity CAC -­‐ MARKET ANALYSIS

target audiece

The segment of the Bogotá community to which the CAC will be offering its services is as follows: • Teens and adults among 15 and 30 years old.

• Inhabitants of Usaquén, Barrios Unidos or Chapinero districts.

• High school students.

• College students from fields not necessary related with the arts, but with the desire of increase their understanding of art and its current tendencies.

• Young professionals looking for • Young artists looking for space and opportunities of improving their practices and experience.

CAC -­‐ MARKET ANALYSIS

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market assessment

This process began by undertaking an analysis of the current market to assess the relevance of creating a new arts organization in Bogotá. This involved: • Researching and determining the Colombian government requirements for creating an education arts organization.

• Identifying the potential competitors and their services to clarify if there is a need for an education arts organization, meant to develop modern and contemporary art awareness among the Bogotá community.

• Defining the customers profile by analyzing the City community profile and define the single community for the CAC. • Developing a SWOT analysis for the venture.

Some of this information was collected from the National Statistics Administrative Department (DANE), and to the National Planning Department of Colombia (DNP). But, since there is not any public or private organization in charge of collecting specific data about the art market in Colombia, some of the information for this analysis had to be collected directly by visiting academies, galleries and potential customers.

CAC -­‐ MARKET ANALYSIS

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Colombian regulations

How to create the SAS? The process for creating a SAS is through a private document, which must be authenticated and registered in the Commercial Register of the Chamber of Commerce. These are the steps: 1.

2.

3.

4.

Create a document as a contract creating the Contemporary Arts Center S.A.S. This document should include: name, identity and addresses of the shareholders; name of the company, followed by the word simplified joint stock company (SAS); the principal address of the company; authorized capital (which is the maximum amount of money the organization is authorized to negotiate during a fiscal year), subscribed capital (which is the amount of money the organization currently has), and the paid capital (which is the amount of money the shareholders have given to complete the paid capital). This document also has to include the type, number and nominal value of the shares; and the method of administration and the name of its directors, specifying their powers.

It is also mandatory to authenticate the signatures of the individuals signing the above document before a notary to certify its authenticity.

Bring this document to the Trade Register of the Bogotá Chamber of Commerce.

Additionally, we have to fill the forms for asking for the Business Single Registration Number (RUE), and the form for the Single Tax Registration (RUT); both of these forms are to be filled before the Bogotá Chamber of Commerce.

CAC -­‐ COLOMBIAN REGULATIONS

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Colombian regulations

5. The processes with the Bogotá Chamber of Commerce end with the permit for using the name for the Contemporary Arts Center SAS. They check if the name chosen has not been used before by another company. Similarly to the National Superintendence of Industry and Commerce, who check if there are no records identifying trademark other products belonging to other companies.

6. Having the RUT, we have to register the CAC with the Administration of National and District Taxes (DIAN), attesting to the Tax Identification Number (NIT). This process makes the organization subject to tax obligations.

7. Once the previous process is done, the DIAN authorizes the CAC for printing legal papers and commercial invoices from the organization.

8. For filling the DIAN requirements, the CAC must have defined its Strategic Plan, its Mission, its Vision and its Values.

CAC -­‐ COLOMBIAN REGULATIONS

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Colombian regulations

operating license as an educational institution Since the CAC is an education organization, its registration process has additional requirements to be completed before the Bogotá Secretary of Education. They are: 1. Bring to the Local Management Education, of the district where the CAC is intended to be located, the following required documentation: • A Written request to the Secretary of Education of the District, indicating the CAC name, address, name of owners, principles and purposes of the CAC and the number of students we plan to attend, programs offered, identification of the physical plant.

• Two copies of the Institutional Educational Project – PEI. Which is a document that specifies, among other aspects, the principles and purposes of the institution, teachers and learning resources available and needed, the teaching strategy, rules for teachers and students and the system management.

• Up to date positive health concept (two copies).

• Building permit (two copies).

• Certificate of occupancy permit or development concept works (original and copy).

• Bogotá Chamber of Commerce registration forms.

2. Schedule a technical visit to the place where the CAC will be located.

3. Meet additional requirements, if necessary.

CAC -­‐ COLOMBIAN REGULATIONS

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community profile Colombia, is located in the northwestern region of South America. It is politically organized into 32 decentralized departments and a Capital District. The country's capital is Bogotá.

Colombia is the fourth largest nation in land area in South America, with about 47 million inhabitants, the third largest population in Latin America. It is the third country with the largest number of Spanish speakers.

Bogotá Due to its location and being the capital, Bogotá has developed a distinctive culture. This is characterized by high percentages of whites and Spanish influence, due largely to large migrations in the Spanish colonial era.

Bogotá has been characterized by a modern and liberal culture. Nowadays, the city receives a huge international influence, and migration from other regions of Colombia.

People from Bogotá are known for being polite, respectful, and valuing art; they have a great self esteem and value for the “class” being considered elitist people.

CAC -­‐ COMMUNITY PROFILE

Figure 4. Colombia in the world.

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According to the book 'Art Cities of the Future, 21st Century AvantGardes' from the British publisher Phaidon. Bogota is one of the 12 new cities that are leading the movement of contemporary art in the world.

And in the same line, In its article “The ten best art cities of the future”, published in February 2014, the South African newspaper says about Bogotá: “This is a city with the cultural benefit implied from being home to one-fifth of Colombia’s population. This cross-section provides a unique platform for creating art.”

Figure 5. LocaSon of Bogotá.

Due to the stigma of crime and danger -endured by Colombia as a whole, Bogota fell under the radar of the global art market and has developed its scene -independent of much outside influence.

Bogotá has 20 districts, forming an extensive network of neighborhoods. As in other cities of the world, areas of higher economic status tend to be the more educated and elitist. This areas in Bogotá tend to be located to the north and northeast of the city, close to the foothills of the eastern mountains. While poorer neighborhoods are located to the south and southeast or the city. The middle classes usually inhabit the central, western and northwestern sections of the city.

CAC -­‐ COMMUNITY PROFILE

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geographic boundaries These are the 20 districts in which the city is organized and divided: Usaquén, Chapinero, Santa Fe, San Cristóbal, Usme, Tunjuelito, Bosa, Kennedy, Fontibón, Engativá, Suba, Barrios Unidos, Teusaquillo, Los Mártires, Antonio Nariño, Puente Aranda, La Candelaria, Rafael Uribe Uribe, Ciudad Bolívar, Sumapaz.

Figure 6. Bogotá, districts map.

What is stratification?

There is also another item for organizing the city, it is the stratification.

According to the National Planning Department of Colombia (DNP), "Socioeconomic stratification is a tool that allows the city to classify the population into different strata or groups of people with similar economic and social characteristics.” In Colombia, municipalities and counties may have between one and six estratos, depending on the economic and social heterogeneity of their homes.

Bogota, the Capital District, is classified into six estratos. Stratification in Bogota is used to: make billing companies public services, targeting social programs and determine property tax rates unified housing contribution valuation and urban curators.

In the process of deciding about the best district to locate the CAC, knowing the estratos is going to be a helpful information.

CAC -­‐ COMMUNITY PROFILE

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SINGLE COMMUNITY DEFINITION Stratification zones

This socioeconomic status is a consumer segmentation, which defines the capacity of the audiences based on the economic and social development of a home.

In Colombia, this stratification is defined by the characteristics of the house and its possessions, and by the level of education of the head of household.

Biggest concentration of estratos 4, 5 and 6

Figure 7. Bogotá straSficaSon map.

Without Estrato Estrato 1 (lowest)

In figure 7 we can see that although all of the six estratos are spread along the city, there is a sector in which the highest ones are concentrated. This sector corresponds to the south of the district of Usaquen, the north of Chapinero, and the west of Barrios Unidos.

CAC -­‐ SINGLE COMMUNITY DEFINITION

Estrato 2 (low) Estrato 3 (mid-low) Estrato 4 (mid-high) Estrato 5 (high) Estrato 6 (highest)

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In addition to the city stratification, the National Statistics Administrative Department (DANE) conducts cultural surveys to: • Determine the uses and preferences for goods, services and cultural spaces.

• Identify the reasons for non-attendance and use of goods, services and cultural spaces.

• Know the main activities carried out by the population during their free time.

• Set the total expenditure made on some goods and services offered by the cultural sector.

• Identify some cultural practices that citizens associated with cultural activities and training in related areas.

In figure 7, the main results of this study about how the different estratos access to certain types of business categories are summarized, as the firm Mapcity, dedicated to mapping consumer trends, conducted.

CAC -­‐ SINGLE COMMUNITY DEFINITION

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Housing & services

Liquor & cigareaes

CommunicaSons

EducaSon

Transport

Health

Home arScles

Clothes

ESTRATOS

Food

Restaurants

Culture and Entertainment

ESTRATOS

Real State

Figure 8. Spending habits in Bogotá.

Looking closely at figure 8, we could conclude that the categories in which we could classify the CAC, which are education and culture and entertainment, they are the estratos 3 and up the ones who spend more money in these categories, especially the 3, 4 and 6. However the estrato 6 is the smallest estrato in the city, and in spite of that they are spending the 26% and the 21% of the total spent in education and culture and entertainment within the whole city. The estrato 4 is in a similar situation. It means that these estratos are probably the ones who are more likely to be interested in the services provided by the CAC.

CAC -­‐ SINGLE COMMUNITY DEFINITION

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the

barrios unidos

•

• •

Its economy includes a wide range of goods and services in different industries. In recent years, there has been growing interest from artists and galleries to locate their studies and exposure sites, which has made this town be projected as the future arts district of the city.

Barrios Unidos has a population of 254,162.

23% of its population is among 15 and 29 years old.

usaquén

• Usaquén is a residential and commercial district.

• Has a population of 490,000 inhabitants.

• This locality counts with an ample offer of art and cultural organizations in all disciplines.

• 67% of its population is composed by families among 2 and 4 people.

• 25% of its population is among 15 and 29 years old.

chosen districts

chapinero

•

•

•

Currently, Chapinero has approximately 166,000 inhabitants and a floating population of over 500,000 people.

Its cultural offer is broad, It was declared a cultural interest zone has a good number of renowned artists, art academies and art fans living there.

30% of its population is among 15 and 29 years old.

Figure 8 also shows how the estrato 3 is the one who spends more money in all of the categories.

But we could say that it is not because of their economic capacity, but because it is the biggest estrato in the city.

Geographic boundaries We have defined the socio-economic stratification, the cultural preferences of the population, and their consumer trends.

We also have found in which districts is located the biggest concentration of the estratos 4, 5 and 6 (Chapinero, Barrios Unidos and Usaquén).

And finally we know that those three districts also have a potential awareness about art and cultural activities and a good number of potential customers from the CAC target market.

Thus we could conclude that the districts in which the CAC is more likely to succeed are Chapinero, Barrios Unidos and Usaquén.

CAC -­‐ SINGLE COMMUNITY DEFINITION

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ompetitors CAC competitors

8

6 7 4 5 2 10 9

1 3

11

We have identify 11 direct competitors within the districts in which the CAC will have its venue. Most of them are art academies and some of them are galleries. Just one of them offers studios for artists and none of them is meant to focus on contemporary art neither in the audience the CAC will be targeting towards.

CAC -­‐ COMPETITORS

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chapinero district This artistic project started in June 2010 in Chico, with the idea of opening the door of a space for experimentation and casual setting. As its creators say here could spend all but not in any way, in fact all published images must be in black and white.

Strengths They have a very well articulated curatorial project that supports contemporary artists. They also have a residency program. Laagenica began taking part in ARTBO, the most important Colombian art fair.

Weaknesses They are centered in serving artists, thus, they don’t have any program for bringing people to contemporary art.

LAAGENCIA

1

Address: Calle 64 # 8-34 Contact: 2171619 http://laagencia.net/laagencia/

This is an independent space founded in 2010 as an alternative cultural and artistic dissemination. TWA is dedicated to the creation and exhibition of contemporary art, supporting new proposals from the creation and display forms.

Strengths This gallery is open to host not only art, but different creative expressions.

Weaknesses Although they want to promote and disseminate art, they don’t have any educational program or periodic publication to develop knowledge or awareness in the public about contemporary art.

Address: Calle 74 # 5-50 Contact: 3521508 https://es-la.facebook.com/pages/THE-WAREHOUSE-ART/111954018816457

CAC -­‐ COMPETITORS

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chapinero district 1/4 de Arte enters the local art scene in 2008 as a space dedicated to young emerging artistic production nationally and internationally. In addition to annual exhibitions are held for dynamic consolidation of cultural industries and public rapport.

Monthly artists are invited to develop workshops, performance or free concerts.

Strengths They are trying to make the art experience more friendly for people.

They have not only the gallery, but also a café and shop in the venue.

Weaknesses This space is more focused on commercial art rather than contemporary art. They also lack of an educational program.

Address: Cra 12 A # 83-61 Contact: 2361571

2

¼ DE ARTE GALLERY

Founded in 1987, this academy is one of the most traditional art academies in the city. They offer formal education programs and workshops in visual arts, drama, music, dance, sound and digital media. Their programs are offered for children, youth and adults.

Strengths Is renowned; they have a very well structured visual arts program; the Academy has also offers for youth and children.

Weaknesses Their programs are too formal and long. The offer for youth and children is only in traditional art. They don’t have a gallery space or a program to support artists.

GUERRERO ARTS ACADEMY

3

Address: Calle 45 #18A-25 Contact: 609 4792 http://artesguerrero.edu.co/

CAC -­‐ COMPETITORS

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usaquén district It is not only a gallery, but a space that hosts contemporary art exhibitions, cultural activities and arts workshops. They also have a café, a museum shop, and a yoga school.

Strengths La Localidad has a gallery space, shops and at the same time leases studios for artists. It is located in a traditional place of the city.

Weaknesses Although they are doing a very good job supporting artists, they don’t have a space to educate the community about contemporary art.

LA LOCALIDAD

4

Address: Calle 118 No. 5-33 Usaquén Contact: 6206246 http://www.lalocalidad.com/

Is located in a house that integrates two showrooms painting and sculpture with GEA Art Shop offering a sample of objects made by artists in various techniques and formats.

They also have a partnership with Archie’s restaurant, allowing visitors to enjoy the Gallery services and Archie s Gourmet Pizza.

Strengths They also offer courses and lectures in arts, corporate events, and a marketing plan aimed at domestic and foreign tourism are also performed.

Weaknesses They work basically with traditional art. Their lectures and courses don’t have a regular schedule or defined structure.

6

Address: Calle 119B 5-37 Contact: 704 5008 http:/www.expresodelarte.com/

CAC -­‐ COMPETITORS

EXPRESO DEL ARTE GALLERY

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usaquén district They offer acrylic, oil, charcoal, pastel and pencil workshops for adults, youth and children. They have special courses and events with meditation and healing art for adults.

Workshops can be started at any time of the year. They also also have vacation courses for summer, winter and recess week in October.

Strengths They are very flexible about schedule for the courses.

Weaknesses They teach only media, not art processes. They don’t have any contemporary art related course. They don’t involve artists in their programs.

EL TIENTO ART ACADEMY

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Address: Carrera 6 No 116-71 Contact: 612 4776 http://www.eltiento.com/

Was established in Bogotá, over fourteen years ago. They offer afterschool and youth programs, directed toward the development of children’s artistic, intellectual and motor abilities.

Strengths Is renowned academy, they offer a wide variety of courses for different ages and in different schedules.

Weaknesses They don’t have specialized programs for contemporary art. They don’t have a gallery space and they don’t involve artists in their projects.

TRAZOS ARTS ACADEMY

Address: Calle 140 bis No.16a-63 Contact: 614 8081 http://www.trazosart.com/

CAC -­‐ COMPETITORS

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barrios unidos district

9 10

SKETCH ART GALLERY

Address: Calle 75A No 20 C – 12 Contact: 3458228 https://www.facebook.com/ pages/Sketch/

Is specialized in drawing, printmaking and works on paper.

SKETCH aims to boost the local market through a platform that generates among curators, critics and national and international artists.

Strengths They have a very clear path: contemporary drawing and works on paper.

Weaknesses They don’t have any program for bringing art to the community.

Address: Calle 77 # 20C-48 Contact: 795 4726 http://arteflora.org/en/

FLORA ARS+NATURA

Is a space for contemporary art that specializes in the relationship between art and nature. FLORA’s foci are: production through commissions and residencies and the exhibition and circulation of the results.

Strengths Its director is a very reputed curator in the Colombian art scene; their residency programs are very well structured and financed.

Weaknesses Their educational section is meant for people that is already part of the art-world, not for the rest of the community.

CAC -­‐ COMPETITORS

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barrios unidos district

It is an academy for children. They offer not only classes in traditional visual arts media, but also in ballet, drama and music.

Strengths Tiara is the only arts academy in that part of the city. They offer summer camps and specialized workshops.

Weaknesses They teach only media, not art processes. They don’t have any contemporary art related course. They don’t involve artists in their programs.

11 Address: Cr 62 No. 64 – 28 Local 130 Contact: 483 6755 http://tiaraescueladearte.org/

TIARA ART ACADEMY

CAC -­‐ COMPETITORS

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SWOT analysis

Based on what our competitors are currently offering and in our target audience, programming and offer. We conducted an analysis of the strengths, weaknesses, opportunities and threats of creating this new venture.

CAC -­‐ SWOT

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SWOT analysis

STRENGTHS

WEAKNESSES

• Experience The experience we have with educaSon is going to be an advantage when designing and offering our services.

• Offer Non of the direct compeStors idenSfied by the moment offer the same products the CAC is meant to offer.

• Loca8on The three districts chosen for the possible locaSon of the venue offer a big amount of possible customers and arSsts.

• Customers databases It won’t be easy to build a good customers database.

• Lack of reputa8on The CAC is not established as a reputable art center yet.

OPPORTUNITIES

THREATS

• Chamber of Commerce support The Bogota Chamber of Commerce has good programs to support emerging businesses.

• Possibility of establishing partnerships Since we are going to offer some services a liale bit different that the ones are offered currently by the exisSng galleries or academies, we could create some partnerships with some of them.

• Schedules and 8me Most of our educaSonal offer will be during vacaSon Sme or afer school schedule. Our customers use to go out of the city for vacaSon, and some schools have aferschool programs.

CAC -­‐ SWOT

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CAC

portfolio CAC -­‐ PHILOSOPHY

services for the community Our portfolio of services for the community is divided in two fields:

Educational Services

Artistic Offerings

All of the workshops and courses the CAC will offer are meant for teens and your adults with or without previous training and who want to develop their knowledge and skills in the arts.

The CAC will work for the community as well as for artists. It will have some of them working in the art studios located in the CAC venue.

Our courses will cover mainly contemporary issues in a variety of days and schedules.

Some of them are specialized while others are broad-based.

Our teachers are professional artists with experience in the field of study they teach.

CAC will offer after school classes, evening classes, weekend classes, and summer and Easter workshops.

CAC artists will be not only teaching some of the classes, they will also open the doors of their studios periodically for all of the community to have the opportunity of visiting them and sharing with them their artistic experience.

The CAC will also hosts art exhibitions, lectures, and auctions for all of the community to have a closer contact with the current art scene.

CAC -­‐ PORTFOLIO

educational services CAC will offer these classes and workshops: A. Regular Classes • • • • • • • • • • • •

B.

Drawing for everybody.

Intermediate drawing.

Life drawing.

Painting for beginners.

Intermediate painting.

Creative painting.

Abstraction and more.

Sculpture for all.

Sculpting the figure.

Creative sculpture.

Etching and relief printmaking.

Screen printmaking.

Special Classes and Master Classes • • • •

Young Talents (Easter, summer and recess week workshop).

Portfolio.

Art Appreciation (galleries fieldtrips).

Master classes.

CAC -­‐ PORTFOLIO

educational services

regular drawing classes

Drawing Regular Classes are given as afterschool and weekend courses. These workshops are designed to give the opportunity to individuals with all levels of experience to explore the skills of drawing and life drawing.

Once students achieve certain level of mastery, they are encouraged to develop a creative and contemporary approach.

These courses include: • •

•

Drawing for everybody: A workshop for beginners.

Intermediate drawing: For those who have taken the Drawing for everybody class or those who have a demonstrated background in drawing.

Life drawing: Centered in the drawing of human figure, including portrait and male and female nude.

CAC -­‐ PORTFOLIO

educational services

special drawing classes

Special Drawing Classes are those given during summer, Easter, recess week or master classes.

Throughout these course participants will work to learn fundamental drawing skills, including composition, tonal drawing, measurement and movement from a creative and contemporary perspective.

Some of the drawing courses are meant to develop mastery in depicting the human figure based on the observation of a model.

The contents of each course, depend on the specialty or preferences of the artist/ teacher giving the class.

CAC -­‐ PORTFOLIO

regular painting classes These painting courses are part of the afterschool and weekend offering of the CAC. These classes are meant for those who have never painted before, for those who want to reinforce their basic skills, and for those who want to bring their painting skills to the next level. These workshops cover the use of oil colors, acrylics and/or mixed-media.

These classes include: • • •

•

Painting for beginners: This is a structured informative and stimulating course, it covers essential painting skills whilst encouraging a creative approach.

Intermediate painting: Covers a deeper study of color theory and color mixing. This course is an introduction to oil color painting.

Creative painting: The main purpose of this class is encouraging students to explore different possibilities of acrylic, oil painting and mixed media by developing a personal proposal.

Abstraction and more: Beginning with art history, this class gives the students the chance of experimenting with the elements and principles of art without having in mind the drawing as the bedrock of the artwork.

CAC -­‐ PORTFOLIO

educational services

special painting classes

The Special Painting Classes are given during summer, Easter, recess week or master classes.

Students learn to see color, shape and tone, and to relate these elements together in compositions based on their own ideas or in a model.

This course aims to foster self-confidence and enjoyment of painting in a stimulating environment.

The contents of each course, depend on the specialty or preferences of the artist/ teacher giving the class.

CAC -­‐ PORTFOLIO

educational services

regular sculpture classes

educational services

The Regular Sculpture Classes are part of the afterschool and weekend offering of the CAC. These workshops are designed to give students the opportunity to explore the three dimensional expression, while developing perception and technical skills.

This courses include: •

•

Sculpture for all: This class is for everybody, there is not need to have any previous experience. It includes introduction to figure modeling and developing ideas and concepts throughout the development of a progression of exercises.

Sculpting the figure: This course will cover Life modeling in clay, Observational and measuring techniques and how to create molds using plaster and other materials and techniques. Students will be taught to use the human figure to express emotion and character.

CAC -­‐ PORTFOLIO

special sculpture classes

The Special Sculpture Classes are given during summer, Easter, recess week or master classes.

The main special sculpture class offered by the CAC is the Creative Sculpture Class, however other classes could be offered based on the experience and specialty of the artists teaching them.

Teachers of the Creative Sculpture Class support each student to develop their own creative approach to their sculptures, by exploring a wide range of materials and processes.

The main purpose of this course is exploring how to use form compositionally to express concepts and emotions by choosing the appropriate materials, shapes, textures and spaces.

CAC -­‐ PORTFOLIO

educational services

educational services

master classes

These 2-day courses give the opportunity to participants to work closely with a recognized artists in an specific field.

Depending on the workshop and the artist needs, the students might have access to different studio spaces, models and materials.

Some of the master classes offered by the CAC are: • • • • •

Etching Relieve Printmaking Camera Obscura Portrait Readymade

These and other master classes could be scheduled and open to inscriptions with at least two months of its fulfillment. The course description along with the artist profile and all of the requirements for the workshop will be posted in our website as well in our bulletin boards and Facebook page.

CAC -­‐ PORTFOLIO

educational services

art portfolio

Portfolio is not a class itself, it is a personalized program to which students are admitted based on a written application and the submission of images of their creative work.

Although each student has its main tutor, all of them have the possibility of sharing their work and processes with a team of artists and teachers who help them to build a more coherent portfolio.

The aim of this counseling process is helping students to create a portfolio as an essential part of their application for a creative career or just to help them organizing their production in a cohesive way.

The main purpose is to attain showing the applicants capacity to generate ideas and ability in using various media and techniques.

The resulting portfolios are not only the actual works but also a digital version of them, thus taking pictures and manipulating them using specialized programs are important part of the process.

CAC -­‐ PORTFOLIO

educational services

art appreciation

This program is meant for people with little or no experience in the visual arts and specially in contemporary art.

It is an exploration of visual arts and its cultural connections and connotations. The program includes brief studies of art history and in depth studies of the elements, media, and methods used in creative process.

This program is developed basically by visiting visual art exhibitions in different galleries and museums of the city and by analyzing the artists proposals, applying basic processes of image reading and discussion.

This program will help participants to develop a system for understanding visual arts based on description, analysis, meaning, context and judgment.

CAC -­‐ PORTFOLIO

services for artists

Our portfolio of services for artists covers:

A. Studio membership • Teaching opportunities • Selling art • Darkroom and print studio B. Exposure • Showcase • Gallery space exhibitions • Lectures and workshops • Website exposure • Market opportunities • Events • Annual auction

CAC -­‐ PORTFOLIO

services for artists

studio membership

CAC offers studio spaces for professional artists, who can develop their projects in a p r o d u c t i ve atmosphere while sharing ideas and skills with their fellow artists.

The studio lease includes: • Access to the studio 7 days a week.

• Free access to wireless internet.

• Presence on CAC website.

CAC -­‐ PORTFOLIO

services for artists

studio membership

All of the CAC studio artists will also: • Have free or discounted access to the lectures or workshops hosted by the organization.

• The opportunity to promote their work through open studio events and exhibitions.

• Some might have the possibility of teaching a course o summer camp, based on the arrangements with the administration.

• They could also sell their art in the selling events according with the CAC policies for each case.

• Using facilities like the darkroom and print studio following the policies of the CAC.

CAC -­‐ PORTFOLIO

services for artists

exposure

All of the CAC ARTISTS will have the opportunity to:

• Show their work in the CAC showcase.

• Take part in the gallery exhibitions in the CAC venue.

• Be active part of the open studios events.

• Presence in the CAC website and Facebook page.

• Based on the policies of each event. They also could take part in the annual auction and selling events of the organization.

PainSngs from Melchor Balcera León

CAC -­‐ PORTFOLIO

services for artists

exposure

The open studio is a day in which the CAC opens its doors for the people to come and visit its artists in their workplace, having the opportunity of talking with them and even purchasing some of their pieces.

One of the biggest events of the year will be the auction in which the CAC will show and sale artwork from the studio artists and from artists who apply to the CAC open call.

CAC -­‐ PORTFOLIO

services for artists

exposure

Showcase is a permanent exhibition space in the front of the CAC venue, used to show the work from an invited artist or the work done by one of our studio artists.

The showcase is another opportunity we use to teach people about contemporary art, trough the use didactic elements among with the artwork.

CAC -­‐ PORTFOLIO

CAC

financials CAC -­‐ FEASIBILITY STUDY

startup costs

CONTEMPORAY ARTS CENTER Startup Costs ONE TIME ONLY COSTS

The starup costs for creating the CAC are projected based in three scenarios. Each of these scenarios belongs to each of the first three years of the CAC.

1

CCB registration fees

2

SED Operating license

3

Other permits

$

54 50 120

Total One Time Only Expenses

224

PRE OPENING COSTS 4

Rent

5

Lasehold adaptations

1,500

6

Furniture

1,200

Equipment

1,200

7 Scenario ONE

Total Opening Costs

$

1,500

5,400

OPERATING EXPENSES Located in Barrios Unidos district, in scenario one the for year one, CAC will begin runing an art academy for teenagers and young adults. The venue will be used as gallery space too, for hosting tow exhibitions and an auction during the year.

8

Office Expenses

9

Utilities

10

Supplies

11

Marketing

200 200 1,000 750

Total startup expenses Total startup costs

2,150 $

7,774

account number account description 1 Commercial registration and inscription rights before the Bogota Chamber of Commerce (CCB). This payment has to be done once a year.

Operating license and programs registration with the distrital education secretary (SED) 2 3

Emergencies and disasters prevention, health concept and property contract.

4

An administrative and studio space of 25 square meters approximately. Located in Barrios Unidos district.

5

Division walls, painting, lights and storage space.

6

One big table, two small tables, seats, one cupboard and one desk.

7

One computer, one telephone, and one multifuncional:color printer and scanner.

8

Folders, stapler, papers, pencils, pens, envelopes, ink, cutter, lamp and a coffee maker.

9

Telephone, water and internet services

10 11

Art supplies: paintings, pencils, brushes, papers, inks, linoleum.

Business cards, flyers, promotional (pencils t-shirts and aprons) and sign.

Scenario TWO for year two, variations per account During year two, the CAC will grow in terms of infrastructure and programming. offering classes, two studios for artists and a multiservices space.

account number variation description A bigger place (probably 100 m2) located in the same district. The idea is moving the CAC to its definitive place. A venue 4 with the possibility of being expanded or modified in the next years.

5

Adaptations to the new venue

6

Three more big tables, two more small tables, seats, ten esels, and three more cupboards.

7

Purchase of a videobeam.

Scenario THREE for year three, variations per account For year three, the CAC would begin offering all of its services. Classes for teenagers and young adults, studios for artists, darkroom, print studio and multiservice space (gallery, lectures, auctions).

account number variation description Modification of the existing space and, if possible or if necessary, a little expansion.

4 5

Adaptations to the new venue

6

Two more big tables, two more small tables, seats, five more esels, ten table essels and two more cupboards.

7

Purchase of a printer press and a enlarger.

cash flow 14-15

contemporaryARTcenter Month: Cash on Hand (beginning cash)

Aug-14

Sep-14

0

Oct-14

3,000

3,000

Nov-14

Dec-14

3,500

3,500

Jan-15 2,750

Feb-15 (2,480)

Mar-15 (3,210)

Apr-15 (2,482)

May-15 (3,155)

Jun-15 (62)

Jul-15

Year total

2,180

0

8,500

10,800

RECEIPTS Contributions

3,000

3,000

Special events

2,000

300

Inscriptions Sales

2,700

2,700

4,050

4,050

6,750

6,750

700

100

700

300

1,000

300

27,000 300

Rentals

0

Loan/Line of credit proceeds TOTAL RECEIPTS

3,400

0 3,000

0

2,000

0

0

3,400

2,800

4,750

4,650

7,750

7,050

8,800

44,200

1,632

1,632

1,908

1,908

2,460

2,460

2,460

14,960

98

98

114

114

148

148

148

868

1,500

1,500

1,500

1,500

1,500

1,500

1,500

11,000

200

200

200

200

250

250

400

1,700

DISBURSEMENTS for Operations Payroll

500

Payroll taxes Rent

500

Utilities Miscellaneous

1,500

Office expences Printing and marketing

200

200

200

750

Furniture & Equipment

200 350

300

0

0

1,500

2,400

1,000

Accounting 0

750

800 1,300

2,400

Supplies

TOTAL OPERATING DISBURSEMENTS

1,500

200

1,500

500

3,300

100

100

100

100

100

100

100

700

8,630

3,530

4,022

5,322

4,658

4,808

5,308

38,528

Loan payments

0

Payments on past due obligations

0

TOTAL DISBURSEMENTS

0

0

1,500

0

750

8,630

3,530

4,022

5,322

4,658

4,808

5,308

38,528

NET CASH FOR THE PERIOD

3,000

0

500

0

(750)

(5,230)

(730)

728

(672)

3,092

2,242

3,492

5,672

ENDING CASH

3,000

3,000

3,500

3,500

(2,480)

(3,210)

2,180

5,672

5,672

2,750

(2,482)

(3,155)

(62)

These cash flow projections are for scenario one during year one. CAC will begin running an art academy for teenagers and young adults.

Assumptions

Jan-15

All of the October receipts and disbursements correspond to the pilot project, which is a camp during the recess week.

Startup costs are included in January expenses.

Special events

October event: recess week camp. April event: art exhibition. July event: auction and summer camp.

Oct-14

Inscriptions Sales

We are expecting to beging with 30 students during the first two months, then 45 during the second two months by finishing the year with 75 students in the last three moths of the year.

CAC will be selling art and art kits for students.

Payroll

There will be one manager that will be paid 1,000 a month; teachers will be paid per hour at $23 per hour: frist two months (24 hours taught=$552, second two months, 36 hours taught=$828, last three months, 60 hours taught is $1,380 per month; we will also have a cleaning clerk who will be payed $80 a month.

Utilities

Internet, telephone, water and electricity services.

Miscellaneous

Division walls, painting, lights and storage space.

Supplies

Art supplies (paintings, pencils, brushes, papers, inks, linoleum) will be purchased each other month. This expense will increase according with the number of students booked.

cash flow 15-16

contemporaryARTcenter Month:

Cash on Hand (beginning cash)

Aug-15

5,672

Sep-15

Oct-15

6,962

9,752

500

2,500

Nov-15

14,742

Dec-15

Jan-16

16,832

15,112

Feb-16

16,572

Mar-16

19,732

Apr-16

22,292

May-16

23,652

Jun-16

26,712

Jul-16

Year total

29,572

5,672

11,000

15,000

RECEIPTS Contributions

0

Special events

500

500

Inscriptions

6,750

6,750

6,750

6,750

7,200

7,200

7,200

7,200

7,200

7,200

Sales

1,000

300

400

400

800

400

400

500

500

500

70,200 500

5,700

Rentals

0

Loan/Line of credit proceeds

0

TOTAL RECEIPTS

7,750

7,550

9,650

7,150

8,000

8,100

7,600

7,700

8,200

7,700

11,500

90,900

2,460

2,460

2,460

2,460

2,632

2,632

2,632

2,632

2,632

2,632

2,800

28,432

158

158

158

158

158

158

168

1,116

DISBURSEMENTS for Operations Payroll Payroll taxes Rent Utilities

1,600

1,600

1,600

1,600

1,600

1,600

1,600

1,600

1,600

1,600

1,600

1,600

19,200

300

300

300

300

120

350

350

350

350

350

350

450

3,870

200

200

1,200

100

400

900

3,500

8,500

Miscellaneous

0

Office expences

200

Printing and marketing

100

200 200

Furniture & Equipment Supplies

0 200

200 100

400

400

2,000

1,500

1,500

Legal Accounting TOTAL OPERATING DISBURSEMENTS

0 100

100

100

100

6,460

4,760

4,660

5,060

1,720

100

100

100

100

100

100

100

1,100

6,540

4,940

5,040

6,340

5,140

4,840

9,218

64,718

Loan payments

0

Payments on past due obligations

0

TOTAL DISBURSEMENTS

6,460

4,760

4,660

5,060

1,720

6,540

4,940

5,040

6,340

5,140

4,840

9,218

64,718

NET CASH FOR THE PERIOD

1,290

2,790

4,990

2,090

(1,720)

1,460

3,160

2,560

1,360

3,060

2,860

2,282

26,182

ENDING CASH

6,962

9,752

14,742

16,832

16,572

19,732

22,292

23,652

26,712

29,572

31,854

31,854

15,112

These are the cash flow projections for scenario two during year two. CAC will continue with the academy and exhibitions the year round. We will be in a new venue.

Assumptions Dec-14

CAC will be closed during most of the month of December.

Special events

This year CAC will host three exhibitions, two camps and an auction.

Inscriptions

We are assuming to have up to 80 students before the summer camp.

Sales

CAC will be selling art and art kits for students.

Miscellaneous

We'll paint our venue each other year.

Furniture & Equipment

On November CAC will purchase a videobeam projector.

Supplies

Art supplies (paintings, pencils, brushes, papers, inks, linoleum) will be purchased each other month to be sold to students as art kits.

cash flow projections

contemporaryARTcenter YEAR 1

YEAR 2

YEAR 3

YEAR 4

YEAR 5

Period Ending

Period Ending

Period Ending

Period Ending

Period Ending

7/30/15

7/30/16

7/30/17

7/30/18

7/30/19

CASH Inflows Contributions

3,000

0

0

0

0

Special events

10,800

15,000

17,500

18,025

18,566

Inscriptions

27,000

70,200

72,306

74,475

76,709

3,400

5,700

6,500

6,695

6,896

0

0

9,600

9,888

10,185

Sales Rentals Loan/Line of credit proceeds TOTAL CASH Inflows

0

0

0

0

0

44,200

90,900

105,906

109,083

112,356

14,960

28,432

29,285

30,164

31,068

868

1,116

1,149

1,183

1,219

CASH Outflows Payroll Payroll taxes Rent

11,000

19,200

30,000

30,900

31,827

Utilities

1,700

3,870

3,986

4,106

4,229

Miscellaneous

1,500

0

1,545

0

1,591

Office expences

800

1,200

1,236

1,273

1,311

Printing and marketing

1,300

900

927

955

983

Furniture & Equipment

2,400

400

412

424

437

Supplies

3,300

8,500

8,755

9,018

9,288

0

0

0

0

0

700

1,100

1,133

1,167

1,202

Loan payments

0

0

0

0

0

Payments on past due obligations

0

0

0

0

0

TOTAL CASH Outflows

38,528

64,718

78,428

79,190

83,156

NET CASH FLOW

5,672

26,182

27,478

29,894

29,199

Legal Accounting

GROW RATE

15%

40%

35%

38%

35%

CAC

pilot project CAC -­‐ PILOT PROJECT

art cam pilot project

As part of this feasibility study, the CAC will develop an art camp during the recess week in Bogotá. This camp is meant for high school students and young adults, wanting to have a deeper approach to the visual arts. This pilot will give us the opportunity to develop a project as a mock of the way the CAC will do when it´s running. It will help to evaluate the feasibility of creating this art education business in Bogotá.

When is it going to happen?

The 2014 recess week in Bogotá will be between Monday October 6 to Friday October 10. This recess week is not for all of the industries but for the schools, which means that although all of the students are going to be on vacation, maybe it is not the case for the rest of their families. Having this in mind, the CAC designed a Contemporary Art camp to be taught during this week from 10:00 am to 1:00 pm.

CAC -­‐ PILOT PROJECT

the venue Where is this camp going to take place?

For developing this pilot project, we are having a partnership with Dédalo Arte y Enmarcación ( https://www.facebook.com/ dedalo.enmarcacion) Located in Calle 70A 11-60.

This is an art and framing shop that counts with a very good space for developing a contemporary art workshop, and is situated within the district in which CAC is meant to be, in the boundaries between the Chapinero district and the Barrios Unidos district.

CAC -­‐ PILOT PROJECT

the artist

Who is leading this camp?

There are several bilingual (Spanish-English) high schools in Bogotá; besides, this city hosts embassies from a big number of countries. That´s why one of the marketing strategies the CAC is using for this camp, is offering its art classes in English. This could be seen for our patrons and their parents as an opportunity to improve not only their artistic skills and knowledge, but also their English proficiency.

The 2014 recess week camp will be taught by the British artist Caroline Bray (http://www.carolinepenabray.com/).

Ms. Bray has a MA in Fine Art (2011 – 2013) from the University of the Arts London; a Master of Philosophy (MPhil), English Literature (2006 – 2008), from the University of Cambridge; and a MA in History of Art (2005 – 2006) from the Courtauld Institute of Art, U. of London. She is currently living and working in Bogotá, and she has accepted to be part of this project.

CAC -­‐ PILOT PROJECT

the audience According with the arrangements we have with Dédalo Arte y Enmarcación and with Caroline Bray, our artist, and having in mind all of the expenses; we will need to have a minimum of 15 students attending the camp to break even.

We will be able to have up to 30 students, in which case, we will count with the support of Valentina Sáchica, senior student at the Fine Arts faculty of Universidad de los Andes.

If we have an excellent response to our marketing campaign, Dédalo Arte y Enmarcación counts with a second space to host another group. If we need to open a second group we will count with the American artist Micah Malone as teacher, and the senior student from Universidad de Los Andes Ernesto Soto as supporter.

Who are our customers?

• Our patrons for this camp will be high school and college students who will be in their break.

• We are promoting this camp with the British and US embassies and with the following international schools: Colegio Los Nogales, Gimnasio Campestre, Colegio Abraham Lincoln, The English School, Colegio Nueva Granada, Gimnasio Los Portales, Gimnasio Fontana, Colegio Tilatá, Gimnasio Los Pinos, Colegio Campoalegre, Colegio Colombohebreo, and Giimnasio Femenino.

CAC -­‐ PILOT PROJECT

the goals

What is this camp about?

This camp will be based on the whole process of creation, from the ideation to the exhibition of the final pieces. And the main project will be based on the concept of Site-specificity.

Along our learning goals for this camp we will develop distinct dimensions such us knowledge, method, purpose and communication.

These are our learning goals for the camp: 1. Students will identify the difference between site-specific art and art that can be displayed in any place. And what is the importance of the relationship among the piece and the environment.

2. Students will apply independent research and analysis along with the course processes to create a site-specific piece proposal.

3. Students will demonstrate comprehension of the concepts of site-specificity, ready made, and installation through their drawings, discussions and final project.

4. Students will undesrtand how the scale, size and location of site-specific works are determined by the site, whether it be urban or landscape or architectural enclosure. This will be shown in the final exhibition.

CAC -­‐ PILOT PROJECT

the process We will devide the classes in three basic stages: Exploration, Clarification, and Application:

Exploration, day one

• Introduction and discussion of the concept of Site-Specificity, through images and discussion (Richard Serra Film and Michael Asher) • Analysis if art works in Bogotá and their relationships with the context in which they are located.

• Developing of site-specific drawings for the venue.

Clarification, days two and three

• The drawing as finished artwork instead of part of a process.

Exercises around the art of Óscar Muñoz.

• The Plaza de Toros (Bogotá Bullring). What might a sitespecific artwork look like in this plaza? Brainstorming and developing of a mind map.

• Investigation of the building (Plaza de Toros): In three groups, as a class we will employ research strategies to better understand the "site” they are working with. They will gather observations (color, materials, condition, etc.), background information (architect, funding, reasons for building, etc) and experiential information (how do they move through the space? What does it feel like?).

• Materials exploration based on the proposals.

CAC -­‐ PILOT PROJECT

Richard Serra. Fulcrum 1987, 55-­‐foot freestanding sculpture of Cor-­‐ten steel near Liverpool Street staHon, London

the process Application, days four and five • Based on their research on the Bullring, the task is to make a site-specific artwork for the building. This could be actually realized in scale or it could be a proposal, depending on the kind of project they are proposing.

• Final exhibition, students will be in charge of mounting their artwork for the event to which their parents and friends will be invited.

On Saturday, October 11, The CAC and Dédalo Arte y Enmarcación will host an exhibiHon of the final projects and processes for the students and their families.

Santa María, Bogotá bull ring.

CAC -­‐ PILOT PROJECT

marketing materials For the logo of the organization, I decided to use with the acronym CAC, that stands for Contemporary Arts Center. I am planning to include this image in the Facebook page as well as in the website and in other materials.

b

o

g

o

t

á

The marketing materials for this camp include flyer, white paper, press release and Facebook page.

CAC -­‐ PILOT PROJECT

marketing materials Facebook

The Facebook page was created already https://www.facebook.com/CentrodeArteContemporaneoBogota In September we will create the event for the camp. We will invite to this camp to all of the CAC friends, we will also send the link to all of the Art and English Departments of all of the international schools mentioned before, for them to invite their students as an opportunity to have a meaningful experience in those areas during the October recess week.

CAC -­‐ PILOT PROJECT

white paper

Although this white paper was created having in mind the pilot project, it will be used once the CAC website is created for promoting the whole organization.

CAC -­‐ PILOT PROJECT

white paper

CAC -­‐ PILOT PROJECT

white paper

CAC -­‐ PILOT PROJECT

white paper

CAC -­‐ PILOT PROJECT

white paper

CAC -­‐ PILOT PROJECT

white paper

CAC -­‐ PILOT PROJECT

white paper

CAC -­‐ PILOT PROJECT

white paper

CAC -­‐ PILOT PROJECT

white paper

CAC -­‐ PILOT PROJECT

marketing materials Flyer (front)

We will print 600 flyer to be distributed among the Art Diploma students of the 12 chosen schools (30 to each school), and among customers of Dédalo Arte y Enmarcación and other spaces.

CAC -­‐ PILOT PROJECT

Flyer (back)

CAC -­‐ PILOT PROJECT

marketing materials press release

This press release will be sent to the newspapers El Tiempo and El E s p e c t a d o r, a n d t o t h e a r t magazines Arteria, Arcadia, Mefisto, and Asterisco. By the moment of sending this document (September) we will have a website already, so we will include it instead of the Facebook page.

CAC -­‐ PILOT PROJECT

AC -­‐ PILOT PROJECT