Creativity Sparks Economy:
Cultural Tourism in Western Massachusetts
SUMMARY DESCRIPTION:
The Western Massachusetts Arts Alliance invited cultural organizations, artists, tourism and hospitality representatives, and economic development officials from across the region to a daylong summit on cultural tourism. Sessions focused on how the cultural community participates in tourism activity and how the visitor industry supports these efforts. The purpose of the summit was to explore interest in and opportunities for expanding participation in cultural tourism in western Massachusetts, especially among small and mid-size cultural organizations and artists.
SPONSORS
The Western Massachusetts Arts Alliance, Arts Extension Service, Office of University Outreach, and the National Endowment for the Arts.
WELCOME & PLENARY
"The Creative Economy Initiative: The Role of Arts and Culture in New England's Economic Competitiveness" Beth Siegel, Mt. Auburn Associates Siegel provided an overview of the survey she conducted on the impact of the arts and culture on New England's economy. A downloadable copy of the study is available at http://www.nefa.org/projinit/createecon/index.html.
LEADERSHIP RESPONSE
- John Mullin, Vice Chancellor for University Outreach(moderator) Dr. Mullin acknowledged the role that the arts and culture play in the regional economy, and how this is frequently overlooked in economic impact studies.
- Clare Higgins, Mayor, Northampton. Mayor Higgins described the challenges of being defined as an arts city of note and its impact on housing values (which had increased) and the arts community. She stressed collaboration between the cultural community and cities and towns and indicated a willingness to work with other communities in western Massachusetts on this issue.
- Peter Straley, President and CEO, Health New England, Springfield Straley talked about how culture adds to the quality of life in the region and the need for the business community to be actively engaged in supporting the arts and culture. He also discussed the need for more collaboration between the business and cultural community.
- Joe Thompson, Director, Mass MoCA Thompson reviewed the economic impact and growth of North Adams, MA as a result of the opening of MassMOCA. He discussed ways that cultural organizations in the Berkshires are collaborating to enhance their audience base.
- Robert Pura, President, Greenfield Community College Described GCC's support for the arts for the college and community.
PRESENTATION
"Whose Job is it Anyway?" Teri Anderson, Economic Development Coordinator, City of Northampton Anderson gave a brief presentation about the region's tourism industry resources and infrastructure.
CONCURRENT SESSIONS
"Sharing Stories/Sharing Perspectives"
 Fairs and Festivals Celebrate Community
Special seasonal events bring communities together and invite visitors to their area. From film to garlic and cider to dance, Western Massachusetts hosts an amazing array of events. This session explored what goes into making a successful festival, including partnerships, promotion and logistics. Panelists: Shirley Sneve, Director, Arts Extension Service and Western MA Arts Alliance steering committee (moderator); Jeff Martell, Director, Greenfield Business Association; Mark Lattanzi, Campaign Director, Community Involved In Sustaining Agriculture; Lisa Conditt, Marketing Manager, Paradise City Arts Festival.
Creative Sponsorships
How do you develop sponsorships and other resources for arts and cultural activities? What are business sponsors looking for? What do they expect? This session explored examples of creative sponsorships and ways for cultural organizations to collaborate administratively and programmatically. It encouraged advocacy and strengthening ties with the business and political communities. Panelists: Craig Dreeszen, arts consultant and Western Massachusetts Arts Alliance steering committee member (moderator); Susan P. Davison, Vice President of Marketing and Development, Springfield Library and Museums Association; Frances B. Emerson, Senior VP for Corporate Communications, MassMutual Financial Group; Marc Lambert, Executive Director, Amherst Cinema Center; Nick Seaman, Owner, Black Sheep Deli & Bakery, Amherst , Marie Waechter, Director of Marketing, Musicorda.
Artists and Audiences
Artists want people to encounter their work; cultural organizations want to build membership and audiences; area businesses want to see arts/business partnerships that bring both meaningful and tangible benefits. How can we all get what we want? This session will explore how collaborations -- including Art Walks, open studio events, writers/artists networking salons, joint programs and marketing efforts -- can help artists and arts organizations achieve their goals. Panelists Rachel Barenblat, Executive Director, Inkberry (moderator); Emily Banner, Artistic Director, Inkberry; Laura Christensen, Artist, Artwalk organizer, MASS MoCA Education Coordinator; Greg Scheckler, artist, art professor at MCLA, Institute of Contemporary Culture; Andrew Baker, Executive Director, Holyoke Creative Arts Center and former director, Shelburne Falls Downtown Business Association and Ariane Goodwin, author, Writing the Artist Statement
A Sense of Place: Preserving, Interpreting, and Celebrating Through the Arts
This session examined how the arts can be a powerful way to link visitors and residents alike with the natural landscape and history of a region including issues and opportunities that arise when intersecting arts, history, and the environment. Panelists: Dyan Wiley, Nonprofit Management Consultant and Western MA Arts Alliance steering committee (moderator); Priscilla Kane Hellweg, artistic director, Enchanted Circle Theater; Martha Hoppin, guest curator, Mt. Holyoke Art Museum and board member, Historic Northampton; Janice Sorensen, co-organizer, Shelburne Falls Riverfest, Art Inside Gallery co-founder, Art Bank interim director and Joe Cuneo, Valley View Farm (Orange, MA), co-organizer, Garlic & Arts Festival.
Using the Internet to Promote and Connect
The internet is increasingly becoming one of the principal ways that visitors-both from within the region and from outside western Massachusetts-learn about cultural events and attractions in the region. Three panelists provided participants with an overview of web site development and how to use the internet as a marketing and educational tool.
Panelists: Maren Brown, Education/Access Director, Fine Arts Center and Western MA Arts Alliance steering committee (moderator); Jason Mark, President and Founder, Gravity Switch; Shawn Farley, Director of Marketing, Fine Arts Center and Sharon Shaloo, Director, Massachusetts Center for the Book.
Working Together with Regional Tourism Agencies and the Hospitality Industry
This session discussed ways that cultural organizations and individual artists can collaborate with chambers of commerce, hospitality entities, visitor bureaus, and the regional tourism councils in Western Massachusetts to attract cultural tourists. Panelists: Ann Hamilton, Franklin County Chamber of Commerce; Linda Lowry, UMASS Professor and Director, Center for Hospitality and Tourism Technology, Research, and Management.
A spirited sharing of creative marketing strategies in which audience members shared their best ideas for marketing the arts and culture. Session Leaders Rus Peotter, General Manager of WGBY and Western Massachusetts Arts Alliance steering committee member and Katherine Myers, Marketing Director of Mass MoCA.
Participants identified and discussed the needs and opportunities associated with expanding cultural tourism in Western Massachusetts as well as strategies for action. Each was asked to address three questions: (Below are some of the highlights from the focus groups, for complete information see focus group minutes.)
If funding were not an issue describe how you would participate in a new or different way in cultural tourism?
Staffing a Western Massachusetts Arts Alliance; increase marketing (TV, radio, print materials) and outreach through the web, media and grassroots networks; increase marketing to N.Y., Boston, Hartford and throughout the region; establish virtual galleries; improved organizational collaboration; combined database; regional branding ("Buy Local"); free admission to museums 1-4x a year (offer free admission to kids who bring parents to events); two glossy maps distributed about W. Mass museums and galleries and crops/crafts (another idea was a summer calendar that highlights a different community each week); increased accessibility for people with special needs; W. MA magazine for the arts; Western MA Arts Alliance web site for cultural tourism; encourage developers to convert underutilized buildings to art spaces; marketing to schools; economic impact study of arts and culture in region.
What, besides money, are barriers to attracting cultural tourists?
Lack of advertising and visibility; fragmentation/isolation of region; lack of information about activities in region; better signage; lack of access for low income people; lack of diversity in marketing strategies; negativity in political arena; adequate lodging and hospitality, especially in the Berkshires; lack of tours in the region that feature cultural organizations; racism; transportation network; community/University separation; lack of familiarity with region and artistic media; too much competing activity in region.
What actions could you as an organization or individual take to better participate in or expand cultural tourism?
Market to students (K-16); advocacy/stronger political force; collaboration with Mass Country Roads; packaging thematic tours and joint/discount ticketing with other sites and artists; providing shuttle service to attractions; work with bus tour operators, recreation and hospitality industry to increase attendance at events; advocate on state and local level for arts in western MA; signage; mapping artists and organizations in the region to increase visibility; create cooperatives for marketing, fundraising and grant writing; barter networks; form an entity like Arts Boston; bridge academic arts and practicing community arts worlds; educate media regarding w. MA arts; balance the known and unknown; create a database of artists and organizations as a resource with cross-references to cultural councils in each city/town; promote quality of life in region.
WRAP UP SESSION
"Looking Toward the Future"
In this wrap up, highlights from each small group discussion were shared and possible next steps
considered. Session Leader : Dr. Craig Dreeszen
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