I OPENED MY NEW COPY of Sunset magazine the other day and was pleased to find a large, eye-catching ad promoting Ventura as a tourist destination and arts mecca. Since being appointed to the city's Cultural Affairs Commission in 2006, I have been keenly interested in the city's promotion of the arts as an economic generator.
But is the "New Arts City" strategy really paying off?
According to internationally known arts marketing expert Jerry Yoshitomi, it is. "There's a lot going on from a fairly modest investment by the city," he noted. Yoshitomi, who has an office in the Bell Arts Factory, a thriving arts center, also praised the accessibility of the creative scene. "My sense is that Ventura's become a place where you can experience the arts on a more regular basis."
Cultural Affairs Manager Kerry Adams-Hapner is happy to point to the city's growth in cultural tourism. "Over the past 10 years, our artists and arts organizations have raised the bar and elevated Ventura's reputation as a destination for cultural tourists," she said.
These visitors, such as those who attend ArtWalk Downtown, tend to stay longer, eat in local restaurants and stay in our hotels, providing needed sales tax revenue, Adams-Hapner explained. ArtWalk will become a two-day event in April and sponsors hope to attract many regional visitors.
VENTURA'S ARTISTS and non-profit arts businesses generate more than $18 million in economic activity annually, according to an Economic Impact of the Arts in Ventura Report conducted in 2004. Nationally, the arts have been a boon to many cities. Newsweek magazine recently reported that real estate prices often see an uptick in area where artists live.
The city is also a partner in the Working Artists Ventura (WÄ€V) project, which just began construction in Downtown Ventura.
You would be hard pressed to find an endeavor aimed at meeting more of Ventura's needs. It is a virtuoso undertaking which will pump dollars into the local economy through jobs and retail sales, provide affordable housing for artists, assisted housing for homeless families and market-rate ocean-view penthouse condos for upper-income residents. The project will create an environmentally friendly atmosphere and enliven our already thriving arts community through a theater, gallery space and cafes.
"It was a conspiracy for public good," said Chris Velasco of Projects Linking Art, Community & Environment (PLACE), the stewards of the project.
All this economic activity is wonderful, but there is another value of the arts scene in Ventura that doesn't come with a price tag. The city's many arts events get us off the couch and out of the house. "They have a community-building impact," Yoshitomi said. "The events actually encourage a camaraderie."
I love Ventura's ArtWalks and I always visit the Bell Arts Factory, Stoneworks and Art City when they have open houses. I was sorry to learn the Focus on the Masters Artists Studio Tours would not be operating this spring, though.
"New Art City" is the title of a book by Jed Perl about New York's art scene, mid-century. Why Ventura city staff chose to use this phrase as their own is confusing. Didn't anyone Google it first? Someone didnt do their homework before the ink dried on this plan. Plus, where do you put the emphasis? NEW Art City or New ART city? Either way it doesnt resonate with anyone I've ever talked to about it over the last year. A focus group before finalizing the title of the plan would have been smart. Doesnt Mr Cole call that outreach "civic engagement"? And I dont mean to be judgemental, but other than ArtWalk--which is not a new idea, just new to Ventura--what other original ideas has the arts and culture dept developed? Borrowing ideas that work from other towns is fine, but are we really to be impressed by copycat special events?
Off the top of my head I can think of quite a few: Cowboys, Heroes & Outlaws at the Olivas Adobe (my favorite); First Fridays gallery showcase; The Erle Stanley Garner Mystery Festival; the new Starlight Cinema outdoor film series; the Arts Xplosion events (in partnership with the SBFA); Festival in the Park and Performances in the Park (performing artists at Baranca Vista); Music Under the Stars at Olivas Adobe (love it); Fourth of July and Holiday Street Fairs; Discover Ventura Historic & Arts Tours; and Richard Senate's Ghost Tours (really fun). That's just what's in my head now. I'm sure I've forgotten something.
But honestly, with the city's budget looking like it does right now, I don't know how much more we can expect.
I would like to see a sculpture of Carl Morehouse, with steam coming out of his ears, which would creatively depict the symbol of government roiling at the notion of citizens questioning its infinite wisdom.
Hey let's erect one of Mongo blowin' smoke outta you know where!!
I would certainly agree to pose in the nude for that one, however, my fee would be $1 million (the same amount that the City paid for the lovely artwork located at the north side of the Pacific View Mall).
As thrilling as that would be for all of us, Mongo, (and you, too, Skip) public art is not paid for from our general fund, which is what funds the Cultural Affairs programs I am talking about here. Public art comes from the Capital Improvement Project fund.
The construction of Bus Home actually cost $105,000. The artist, the internationally known Dennis Oppenheim, was paid $42,000. So Bus Home cost $147,000. The cost of the ENTIRE bus transit center was $2 million. The public art on the site (Bus Home) enabled the city to qualify for a grant of $500,000 which paid for part of the transit center.
do you think that mongo flamo doesn't like people or the truth about art costs?
Who knows, mullet? Mongo enjoys his role as my blog curmudgeon.
We've gotten off topic a bit. Public art is entirely separate from cultural tourism, which I support as a sound way to raise tax revenues for city services. While generation of our sales tax is rather flat now (as it is in most of the county) our Transit Occupancy Tax (what tourists pay as part of their hotel bills) has increased, which means more people are staying in our hotels.
Compared with other cities in our County, the City of Ventura does a LOT of great work supporting our local artists and arts organizations. It's what makes Ventura such a special, lively and interesting place to live and work!
You are WAY too charitable Marie.
The concept that the arts and cultural tourism are economic strategies isn't all that complicated. Its proven time and time in cities across the US, and it sounds like Ventura's proven the yield on investment too. Ventura's Cultural Affairs has been catalytic in the last 10 years in getting a downtown cultural district, throwing events, and providing arts education. Bus Home, for all of its public debate, has brought Ventura national recognition. I applaud Ventura's leadership in supporting the arts. They get it. Ventura is a lot more more interesting than it was 10 years ago.
I see public art and cultural tourism as connected. I was just in downtown Sacramento and took a public art tour. I had a new appreciation for the history of Sacramento and enjoyed an artist's perspective of the history lesson. I think once you learn about the artist's point of view, it opens up the doors to understanding about art. Sometimes, whether I love what it looks like or not, when I learn about a piece of art - like all education - there is a light bulb that goes off. I appreciate the idea behind it. I guess I'm a "cultural tourist" although I really don't care if art in Ventura makes much money. I just appreciate it for what it is.
I think there's way more to the economic development angle than just the money spent on the arts. There's also using arts and culture to attract people who run businesses in high-growth sectors. Here's what I said about this in my campaign material last fall:
I have always been a strong supporter of the arts and culture in Ventura and will continue to do so in the future. As a musician and writer, I embrace the significance of the arts as an important element in the daily life of every Venturan. But I also believe the city’s strong and consistent support of arts and culture is an irreplaceable component of our city’s enduring prosperity.
Fifteen years ago, in the wake of oil industry cutbacks, the City Council adopted the first Cultural Plan as a way of nurturing an important new sector of the economy. Since then, our growing arts and culture sector has become an important part of our local prosperity and has also become an integral component of our visitor strategy. We should continue these efforts.
Beyond that, however, I believe that arts and culture represent an important component of our overall economic development strategy, especially our efforts to attract high-wage jobs in the high-tech and biotech sectors. In my “day job� as an urban planning and economic development consultant with a nationwide practice, I have learned that in order to attract the highly educated people who both create and take those high-wage jobs, communities must provide a wide range of amenities including arts and culture. Especially in the West, arts and culture must be married with a strong sense of place and history as well a dramatic natural setting and significant outdoor recreational opportunities.
Ventura now has all these components, thanks to our ongoing effort in the arts and culture area. We must continue our commitment to enhance our own quality of life, to improve the visitor experience, and to maintain our competitiveness for high-wage, high-value jobs.
In addition to the great work of the Ventura Cultural Affairs Division, our new art city is propelled by the efforts of the many artists, arts organizations, galleries, the Convention and Visitors Bureau and private business who are actively marketing their work as well as the City itself.
With "New Art City" Ventura has created a framework in which everyone can effectively market our great city, bringing us many visitors and customers. Congratulations to all of us.