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6.2 EDSR 07-21-2014 City of El __ Request for Action ver To Item Number Economic Development Authority 6.2 Agenda Section Meeting Date Prepared by General Business July 21, 2014 Colleen Eddy, Economic Development Specialist Item Description Reviewed by Implementation of a "Powered by Nature" Public Brian Beeman, Economic Development Director Art Installation. Reviewed by Jeremy Barnhart, Deputy Director CODD Action Requested Authorize,by motion, the implementation of a "Powered by Nature" Public Art Installation and the Public Art Installation Request for Proposal. Background/Discussion Since 2011, many facets of the ChandlerThinks Brand Study have been accomplished,pushing the Powered by Nature brand out to the community. In an effort to create a memorable,impactful addition to the city of Elk River landscape while promoting the Powered by Nature Brand as a final initiative, a staff committee is recommending the administration of a "Powered by Nature" sculpture competition. As directed by the EDA on June 16 EDA meeting, staff has prepared a detailed RFP. The attached RFP,which has been reviewed by the EDA attorney, addresses several key points; such as timelines, content submission, evaluation criteria,panel of judges, budget and not-to-exceed clarification, and what is the right of refusal for the city. Artists will submit a one page letter of interest describing what the City of Elk River and Powered by Nature means to them by September 8, 2014. Artists will have until November 6, 2014 to submit their proposal, mock up,rendering, etc. A judging panel made up of representatives from the EDA, City Council, Parks and Recreation Commission,Arts Affiance and a resident at large (up to five members in total) will rank the proposals based on several criteria,including feasibility,relevance to Powered by Nature brand, and site suitability. After conclusion of this review, the panel will recommend the artist and project to the EDA. The EDA will make a recommendation to the City Council, because the project will likely be constructed on city property. The City Council will make the final selection of the artist and project. Once authorized to proceed, the artist and staff will develop a final scope of services and contractual agreement. The selected artist will be compensated up to $12,000 for their project,which will be inclusive of the cost to transport to the site,but does not include the cost to install or maintain the project. These costs will o s E R E I I Template Updated 4/14 NATURE come out of the remaining unspent brand implementation funds. The EDA and City will retain the right to reject all responses submitted when deemed to be in the EDA or City's interest. Neither the City nor the EDA is responsible for any cost incurred by anyone in preparation for a response to the RFP. Artists will be required to analyze and suggest the best possible location for the project so that it will enhance tourism and economic vitality as well as consider future maintenance needs and costs. Financial Impact The remaining Brand Plan Implementation line item holds approximately$17,000,which will not be spent in 2014. These funds will roll into the unallocated cash reserve. In 2015, the EDA will review a budget amendment, shifting$17,000 from cash reserves to the project. The $17,000 will include the $12,000 costs of the sculpture,plus approximately$5,000 for installation. Attachments • Public Art Installation RFP • Public Artist Registration Form • June 16, 2014 EDA Brand Update Packet • ChandlerThinks Brand Accomplishments N:\Departments\Community Development\Economic Development\EDA\Administrative\Agenda\EDA Agenda Packets\Year2U14\7-21-2014 Regular\6 2 sr PbN Public Art Installation.docx - -- . - - - osoft\Windows\Temporary Internet Request for Proposal for a "Powered by Nature" Public Art Installation in the City of Elk River, MN Registration Due Date/Time September 8, 2014 4:00 p.m. (CST) Proposal Due Date/Time November 6,2014 4:00 p.m. (CST) City of Elk River& Economic Development Authority 13065 Orono Parkway Elk River, MN 55330 P I Ir E 111 11 1 Request for Proposal for a "Powered by Nature" Public Art Installation in the City of Elk River, MN Section 1. General Information This document solicits Requests for Proposal (RFP) for a "Powered by Nature" Public Art Installation for the City of Elk River, Minnesota. RFP Administration Address all correspondence, requests for additional information, registration, and proposal submissions to: Brian Beeman Economic Development Director City of Elk River 13065 Orono Parkway Elk River, MN 55330 bbeeman @ElkRiverMN.gov 763.635.1000 Deadlines Registrations will be accepted until 4:00 p.m. on September 8, 2014. Proposals from registered artists will be accepted until 4:00 p.m. on November 6, 2014. Acceptance of Proposal Contents The contents of this RFP will be included in the contract between the selected artist and the EDA. All information in the proposal is subject to disclosure under the provisions of Minnesota Statutes Chapter 13 —Minnesota Government Data Practices Act. Section 2: Background In 2011 the EDA contracted with ChandlerThinks on a Brand Plan for the City of Elk River. The brand plan identified a brand promise, tagline and creative interpretations for the brand. The plan also included recommended strategies for implementation, which for the most part have been completed. Since September of 2011 staff has been working diligently to roll out the brand. A steering committee was assembled to help implement the brand plan which consisted of email signatures,letterhead, business cards, and other marketing materials. Economic Development staff established a brand steering committee to share ideas on ways to promote the brand plan on a more permanent and larger scale. The steering committee, which included staff members from Administration, Parks and Recreation, Utilities, and Economic & Community Development, developed ideas to create a memorable, impactful addition to the city 2 of Elk River landscape that would promote the Powered by Nature Brand, and the City in a tangible way. Through this process, a number of ideas were developed and refined. EDA staff is recommending a design competition for a solar powered clock, fountain, tree, or sculpture to be placed on city property in the city. All items met the brand guidelines set out in the 2011 ChandlerThinks Brand Study available at http://elkrivermn.gov/DocumentCenter/View/293 . EDA staff felt this project is a unique opportunity to engage the arts community in a project while developing a long lasting amenity for the city. Section 3: Overall Scope of Services What does the City of Elk River and "Powered by Nature" mean to you? The Economic Development Authority is seeking an impactful, memorable Project that communicates this concept to current and potential residents, businesses, and visitors. 1. Participatory Process — Artists located within 100 miles of the City of Elk River, MN are asked to develop a mock up, rendering, or sample of a solar powered clock, fountain, tree, sculpture or other public art installation ("Project") as an entry into a Request for Proposal that promotes the concept of"Powered by Nature" and the City of Elk River. Entries may include photographs, drawings or renderings no larger than 24" x 36", or modeled on a base no larger than 2' x 2'. 2. Background— In 2011 the EDA contracted with ChandlerThinks on a Brand Plan. As most of the plan implementation has been complete, the EDA is soliciting interest in a Project that will be displayed within the City limits and will define the City's Powered by Nature brand. 3. Locations and Maintenance — Artists will be required to analyze and suggest the best possible location for the Project so that it will enhance tourism and economic vitality, as well as consider future maintenance needs and costs. 4. Vision & Overview — Project submissions must promote the concept of "Powered by Nature". a. Innovation—Create a Project that defines "Powered by Nature". b. Economic Development — Create a Project that enhances the City's economic base and tourism. c. Judging — The panel of judges will choose a winner to complete their Project. The panel will include a representative from the City Council, EDA, Parks and Recreation Commission,Arts Affiance, and a resident at large. d. Purchase of Project — The selected artist will be compensated up to $12,000 for its Project, which shall cover transportation and materials costs and an honorarium to the selected artist. e. Location of Project — Project submissions must recommend a location on City property to install the Project. City property includes but is not limited to: i. City Parks: Rivers Edge Commons, Woodland Trails, Lions John Weicht Park, Youth Athletic Complex, Dave Anderson Youth Complex, Orono Park 3 ii. City property: 50 Main Street, City Hall (13065 Orono Parkway), Library (13020 Orono Parkway), Activity Center (413 Proctor), Chamber of Commerce building (509 US Highway 10). f. Future Maintenance— Define future maintenance costs to keep the Project attractive and safe. Project maintenance and associated maintenance costs will be further defined in a meeting with the Artist. g. RFP Timeline: i. Registration. All participants must register their interest in submitting a proposal by September 8, 2014. Registration is mandatory and a pre- requisite to submitting a Project proposal. ii. Proposals, renderings, mock ups, samples of the Project are due by November 6, 2014. Proposals will be presented to the Judging Panel in November and December of 2014 and may include photographs, drawings, or renderings no larger than 24" x 36", or modeled on a base no larger than 2'x2'. iii. Judging Panel will make its recommendations to the EDA by December 15, 2014. iv. The EDA will review the Judging Panel's recommendations. The EDA may request a presentation to the EDA from any or all Projects recommended by the Judging Panel. v. The EDA makes a recommendation to the City Council by January 20, 2015. vi. City Council considers and approves Project by January 20, 2015. vii. Participants whose projects were not selected have until 4:00 p.m. on February 20, 2015 to retrieve their proposals, renderings, mock ups, samples photographs, drawings, models, renderings or other related proposal materials from City Hall. The City will dispose of any unclaimed proposal materials. viii. Project construction must be completed by June 1, 2015 with an unveiling celebration projected for July 4, 2015. h. Project submissions are valid for 90 days from the date opened by the EDA. i. In the event the EDA believes additional clarification of a Project submission is needed, the EDA will submit a request for clarification to the submitting artist. That artist has two business days to respond to the EDA in writing. Section 4: Proposal The Project mock up, rendering, or sample submittal shall contain only the information requested below. Proposal Format The submittal should follow the Table of Contents listed below: A. General Information B. Project Understanding C. Project Approach D. Location, Installation and Future Maintenance E. Additional Information 4 F. Total Project Cost A brief description of each section follows. A. General Information Provide a Project mock up, rendering, or sample that defines the City of Elk River and "Powered by Nature",which may include photographs or drawings so long as they are no larger than 24" x 36" or modeled on a base no larger than 2' x 2'. B. Project Understanding Submit a one-page letter of interest describing what the City of Elk River and "Powered by Nature" means to you? The Economic Development Authority is seeking an impactful, memorable project that communicates this concept. C. Project Approach Provide specific approaches, methods, and assumptions that will be utilized to accomplish each work item as listed in Section 2. Artists may submit as teams. The EDA, in its sole discretion, may contract with an individual artist or a team. D. Location, Installation and Future Maintenance Provide a proposed schedule from project initiation to final completion. The schedule should include a listing of key tasks within each phase, key milestones and approximate dates, and deliverables. E. Additional Information Include any other information that is believed to be pertinent, but not specifically requested elsewhere in this RFP. F. Total Project Cost The compensation to the selected artist(s) will not exceed $12,000. The Artist(s) shall be reimbursed between 25-50% of upfront costs for materials and the balance upon satisfactory completion and installation of the artwork. The artist shall break out the estimated costs as follows: a. Public art piece materials b. Transportation costs c. Installation costs d. Future maintenance costs e. Any other costs or charges deemed relevant by the artist Section 5: Selection Process Members of the Project Judging Panel will evaluate and rank all submitted proposals received by November 6, 2014. After conclusion of this review, the Panel will recommend the artist and Project to the EDA. The decision will be based on a combination including, but not limited to: ranking, presentation of materials, and other qualifications. The EDA will review the recommendations 5 making a recommendation to the City Council. The EDA will make a recommendation to the City Council. The City Council will make the final selection of the artist and Project. Once authorized to proceed, the artist will be expected to immediately assist in developing a final scope of services and contractual agreement. The City and the EDA reserve the right to waive any irregularity in any submittal or reject any or all proposals. Neither the City nor the EDA is responsible for any cost incurred by anyone in preparation for a response to this RFP. Ranking Criteria 1. Public Art Message—a maximum of 50 points What does the City of Elk River and "Powered by Nature" mean to you? The Economic Development Authority is seeking an impactful, memorable Project that communicates this concept to current and potential residents,businesses, and visitors. a. Relevance of the piece to the City of Elk River and"Powered by Nature" 2. Memorable and Impactful—a maximum of 20 points 3. Related Understanding—a maximum of 10 points a. Can the work be built and installed as proposed? b. Suitability of the artwork for outdoor display, including its maintenance and conservation requirements c. Relationship of the artwork to the site and the host community, especially how it serves to activate or enhance economic development d. Appropriateness of the scale of the artwork e. How closely the proposed artwork meets the vision set out in the RFP and the brand committee guidelines 4. Schedule - a maximum of 10 points a. Did the applicant meet all the required timelines? b. How well the proposed schedule from project initiation to final completion (including key tasks within each phase, key milestones and approximate dates, and deliverables) works for the City and EDA. c. Evidence of the artist's ability to work collaboratively and successfully complete the Project on time and on budget. 5. Cost- a maximum of 10 points a. What are the City and the EDA's costs in the short and long term? i. Artists'materials ii. Transportation costs iii. Installation costs 6 iv. Future maintenance costs v. Any other costs or charges Section 6: Contract Terms and Conditions Upon selection of an artist(s) and its Project(s), an agreement shall be entered into between the EDA and the artist(s). It is expected that the agreement will provide for compensation for actual work completed on a not to exceed basis and include at least the following conditions: Any changes to the RFP would be communicated to the registered artists. 1. The EDA shall retain ownership of all renderings, mock ups, samples, photographs, drawing, and the Project prepared pursuant to the selected artist's proposal. 2. If for any reason, the artist is unable to fulfill the obligations under the agreement in a timely and proper manner, the EDA reserves the right to terminate the agreement by written notice. In this event, the artist shall be entitled to just and equitable compensation for any satisfactory work completed to that point at the discretion of the EDA. 3. The artist shall not assign or transfer any interest in the agreement without prior written consent of the EDA and City. Registration Due Date/Time September 8,2014 4:00 p.m. (CST) Proposal Due Date/Time November 6,2014 4:00 p.m. (CST) Late Submittals will not be considered. P1 ■ 11E1 IY NATURE 7 crtyor Pt / Fill all ERiv am NATURE "Powered by Nature" Public Art Installation REGISTRATION FORM Deadline: September 8,2014 at 4:00 p.m. CST The City of Elk River Economic Development Authority, Minnesota, seeks an artist or artist team to design, fabricate and install an exterior,permanent art feature within the City of Elk River. The public art installation will serve as a focal point of the city and will be tied visually and physically to the surrounding environment and communtiy. This significant public art installation will be highly visible to the community and tourists. The public art installation must complement the natural environment and define what the City of Elk River and "Powered by Nature" means to the artist. You must complete and submit this registration form to be eligible to submit a formal proposal. To obtain a copy of the Request for Proposals, contact Brian Beeman at 763.635.1042 or bbeemanna,ElkRiverMN.gov or go to www.elkriverMN.gov. Eligibility: The project is open to local artists who live within 100 miles of the City of Elk River. Any changes to the RFP will be communicated to the registered artists. There is no fee to submit this registration form. However, registration is mandatory to submit a subsequent proposal. No exceptions. If submitting this form by mail,it must be postmarked by September 8,2014. Name Email Telephone Address ❑ By checking this box,I am confirming that I reside within 100 miles of the City of Elk River. Web site Medium Signature Submission Options: City of Elk River Attention: Brian Beeman 13065 Orono Parkway Elk River,MN 55330 or bbeemana,ElkRiverMN.gov (type"Registration Form"in the subject line of the email) or 763.635.1090 (fax) C■v of El Ill Request for Action River To Item Number Economic Development Authority 6.2 Agenda Section Meeting Date Prepared by General Business June 16,2014 Colleen Eddy, Economic Development Specialist Item Description Reviewed by Economic Development Authority's (EDA's) Brian Beeman,Economic Development Director Branding Plan Reviewed by Jeremy Barnhart, Deputy Director CODD Action Requested Authorize,by motion, the implementation of a "Powered by Nature" Sculpture Competition. Background/Discussion Included in the 2014 budget were funds for implementation of the Brand Plan, originally developed in 2011. Among other items, the brand plan recommended strategies for implementation,many of which have been completed. Economic Development staff established a brand steering committee to share ideas on ways to promote the brand plan on a more permanent and larger scale. The steering committee,which included staff members from Administration, Parks and Recreation, Utilities, and Economic& Community Development,developed ideas to create a memorable,impactful addition to the city of Elk River landscape that would promote the Powered by Nature Brand, and the city in a tangible way. 'Through this process,a number of ideas were developed and refined. EDA staff is recommending a design competition for a solar powered clock, fountain,tree,or sculpture to be placed on city property in the city. All items met the brand guidelines set out in the 2011 C:handler'Thinks Brand Study. EDA staff felt this project is a unique opportunity to engage arts community in a project while developing a long lasting amenity for the city. A panel would judge the entries in October. Participants would need to register by August 1, if an insufficient number register, the contest will be cancelled. We envision the panel being members of the community, not staff. Financial Impact Brand Plan Implementation Budget remaining for 2014,approximately $17,000. Attachments • Brainstormed Ideas • Description • Article on Arts& Culture and Economic Development rATURE ile �Ir I'�mplatc t'p dated 4/14 Brand Steering Committee brand concept ideas: • Solar Powered Clock that lights at night with PbN logo • Solar Tree—That lights up at night—sculpture solar panels on the branches • Wind Sculpture—Powered by the wind • Banners on the Light Poles • Moving Sculpture—Changing and morphing colors and size of branches, branches change with the season • Giant Elk in the River—Elk appears in the water and when the water levels go down you see more of the elk. • Have a design competition—What does Powered by Nature mean to you—Art competition • Elk Hooves Prints that lead you through the trails • Bike Racks—Artistic represent PbN • Bench Design • Downtown Planters • Fire Pit at the downtown park • Speakers Downtown—wireless,going through all of downtown • Wi-Fi Downtown • Laser Firework Light Show—PbN • Acoustic Night—Elk River Un-Plugged • Parade Fair Float that can be used year to year • Hot Air Balloon Event • Skate Park in Concrete • Dock at Bailey Point • Balcony over River at the downtown park. Gets you out over the river. Overlook. • Riverwalk Light-Up • Elk Restaurant—at the head of the elk is the restaurant and gift shop • Brewery under the old water tower • Splash Pad at Lake Orono Park • Canoe/Kayak Downtown • Something at the Library • Art Elks scattered around town—ex. Like the St. Paul Snoopy's • Photo Contest—Photo Club • UFO on top of Granite Shores or coming into town—lights up at night • Bike Trail Connection • Monument Sign—Fountain—Light Up Attachment: Request for Proposals Sculpture Competition Description What does the City of Elk River and"Powered by Nature"mean to you? The Economic Development Authority is seeking an impactful, memorable project that communicates this concept. Develop a mock up,rendering,or sample of a solar powered clock,fountain,tree,or sculpture as an entry into a design competition that promotes the concept of"Powered by Nature" and the City of Elk River.The chosen final product will be located outside and proposals must include anticipated maintenance responsibilities. Judging. A panel of judges will choose a winner,to complete their project.The panel is slated to include a representative of the EDA,the Parks Commission,Arts Alliance,and two citizens at large one of which was on the branding committee.The EDA will purchase the winning proposal for$12,000.This will include transportation to the site, but not include other installation costs. Location of the sculpture shall be located on City property,the proposal should include a recommended location. City property includes,but is not limited to: City Parks: Rivers Edge Commons,Woodland Trails, Lions Park,Youth Athletic Complex, Dave Anderson Youth Complex,Orono Park City property: 50 Main Street, City Hall(13065 Orono Parkway), Library(13020 Orono Parkway),Activity Center(413 Proctor),Chamber of Commerce building(509 US Highway 10) Deadlines. Registration:All participants must register by August 1, 2014 to be eligible. Proposals due:October 6,2014. Construction completed: June 1,2015. Proposals will be presented verbally in October,and may include photographs,drawings,or renderings no larger than 24" by 36",or modeled on a base no larger than 2 feet by 2 feet. Proposals shall remain the property of the city of Elk River. The EDA retains the right to reject all proposals.The City is not responsible for the cost of any proposal, presentation,or research. 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(((Jli(,liil(-vT[ii., David J.MUrray ARTS AND CULTURE BRIEFING PAPERS 05 Terms such as"creative economy," "creative class,and "cultural economy"are becoming more common among KEYPOINT#1: urban planners,arts administrators,economic developers, Economic development is enhanced by concentrating and business and municipal leaders.'These terms refer- creativity through both physical density and human ence a variety of types of jobs, people,and industries, in- capital.By locating firms,artists,and cultural facilities cluding the sectors of visual, performing,and literary arts, together,a multiplier effect can result. as well as applied fields like architecture,graphic design, and marketing.Whatever label is used,this use of terminol- KEYPOINT #2: ogy linking culture and the economy indicates recognition The recognition of a community's arts and culture of the connections among the fields of planning,eco assets(and the marketing of them)is an important nomic development,and arts and culture. element of economic development.Creatively The activities of the arts and culture sector and local eco acknowledging and marketing community assets can nomic vitality are connected in many ways.Arts,culture, attract a strong workforce and successful firms,as well and creativity can as help sustain a positive quality of life. • improve a community's competitive edge KEYPOINT #3: • create a foundation for defining a sense of place Arts and cultural activities can draw crowds from within and around the community.Increasing the • attract new and visiting populations number of visitors as well as enhancing resident • integrate the visions of community and business leaders participation helps build economic and social capital. • contribute to the development of a skilled workforce KEYPOINT#4: To pursue economic development projects with a creative Planners can make deliberate connections between approach,there are four key points to consider: the arts and culture sector and other sectors,such as tourism and manufacturing,to improve economic outcomes by capitalizing on local assets. Prepared by the American Planning Association,as part of a collaborative project with the RMC Research Corporation and with funding from the Rockefeller Foundation KEYPOI NTS Competition,definition,attraction,integration,and con- space,or creative district is an example of a facility-centric tinued development are all pivotal aims for economic method,while a people-oriented approach could include development professionals.Traditional outcomes of facilitating arts professionals'development by approving economic development in planning include job cre- live-work spaces,supporting arts centers,creating cooper- ation,increased tax revenues,increased property values, ative marketing opportunities,or commissioning artworks. increased retail activity,and more sustained economic Program-based approaches target a specific issue within vitality.These goals are often pursued through programs a community,such as developing an arts program— such as workforce development, recruitment,amenity whether gardening,mural making,or public art display- packages for firms, local property investment,and poli- ing—to address the issue of vacant property;promoting cies that support business.When combined with cre- health education through a local arts festival,exhibitions, ative approaches,these traditional programs can create or performances or plays with health themes;or displaying a richer context for economic development. artwork in vacant storefronts to attract passersby and en- liven an area.Whether targeting economic improvement Economic development approaches that integrate arts through facilities,people,programs,or all three,creative and culture are usually combinations of facility-centric, strategies can strengthen economic vitality(Table 1). people-oriented,and program-based approaches. Development of an arena,cultural center,incubator Each key point is explored in greater depth below,with examples and connections to the strategies in Table 1. Table 1.Creative Strategies for Improving Economic Vitality Strategy Description Promotion of Assets Promoting cultural amenities for the purpose of attracting economic investment and skilled workers Development Promoting community development through artistic,cultural,or creative policies Revitalization Promoting community and neighborhood revitalization through artistic measures and strategies that emphasize creativity Economic/Job Clusters Creating economic or job clusters based on creative businesses, including linking those businesses with noncultural businesses Education Providing training,professional development,or other activities for arts,cultural,or creative entrepreneurs Arts-Oriented Incubators Creating arts-specific business incubators or dedicated low-cost space and services to support artistic,cultural,or creative professionals Branding Developing visual elements that communicate a community's character;using logo development and graphic design for advertising,marketing,and promoting a community Districts Creating arts,cultural,entertainment,historic,or heritage districts Live-Work Projects Providing economic or regulatory support for combined residential and commercial space for artists Arts-Specific and General Public Providing public or private economic or regulatory support for Venues marketplaces,bazaars,arcades,community centers,public places, parks,and educational facilities of various types Events Using celebrations or festivals to highlight a community's cultural amenities Urban Design and Reuse Implementing the reuse of existing sites or buildings for arts and culture purposes Public Art Supporting temporary and permanent public-art projects Concentrations of cultural The Crane Building in North Philadelphia is an example KEYPOINT#1: enterprises and creative of a facility-centric redevelopment for creative busi- Economic workers in a geographic nesses and artists.Originally built in 1905 as a plumb- development area provide a competitive ing warehouse,the building today houses Crane Arts is enhanced by edge,likely by elevating (www.cranearts.com),with four floors of artist studios concentrating the quality of life,improv- and suites and a variety of project spaces available creativity through ing a community's ability for community programs and cultural development. both physical to attract economic activ- Facilities include an art-restoration studio,a ceramics density and ity,and creating a climate studio,a multimedia studio,and a printmaking, paint- human capital. in which innovation can ing,and sculpting studio.One of the office suites is a flourish. cultural coworking space opened by Peregrine Arts (www.peregrinearts.org)for entrepreneurs,consul- Concentration of culture-sector firms and highly tants,artists,writers,visionaries,and anyone working skilled workers,along with related facilities and busi- in design, media, history,the arts,and cultural heritage. ness,enables partnerships and cooperative projects to The building has been successful enough that Crane develop.Concentration also facilitates the marketing Arts is considering opening another building.As an of skills and products.The physical density of creative economic development tool,the building is beneficial and cultural firms promotes the sector's prosperity, not only to the creative occupants but to adjacent which is in turn economically good for the local area communities and the design profession as a whole. For as a whole. example,during the recent economic recession,local architects with few or no incoming projects partici- Clusters of culturally oriented businesses and workers pated in a gallery exhibit at Crane Arts in an effort to can breed innovation and new specializations. Places "get back to the act of making things."'The exhibit was where innovation is prized are naturally attractive to an effective tool for marketing and design. innovators and conducive to creativity of all types,as the frequency of exchange promotes creative activity. In Tampa, Florida,a local developer designed and cre- Planners can develop projects that deliberately lo- ated the Sanctuary Lofts (www.sanctuarylofts.com) as cate creative professionals in a facility or area. Density an urban revitalization project to concentrate creativ- or concentration of creative facilities can occur on a ity and attract residents back to the downtown.The range of scales,from a single building to a streetscape, project began with an early 20th-century Greek Revival neighborhood,or district. church in the Tampa Heights historic district that was transformed into loft apartments with space for creative-studio rentals. Many of the existing materials were salvaged,including doors,windows, pews,and hymnal racks.Sanctuary Lofts now serves as workspace for painters,artists, photographers,designers,and ar- chitects.This unique living space can assist in facilitat- ing communication between creative organizations and the public and can create a stronger sense of iden- tity for community residents. AMERICAN PLANNING ASSOCIATION Recognizing and strength- For example,Taos, New Mexico, has a number of des- KEYPOINT #2: ening existing assets are ignations intended to promote it as an arts and culture The recognition vital parts of community magnet.The State of New Mexico has designated Taos of a community's development and can an Arts and Cultural District.'The New Mexico Arts and arts and contribute to economic Cultural District Resource Team reviews the state of culture assets development. the creative economy and emphasizes building upon is an important current assets to develop economic well-being.At the element of Assets include those related federal level,Taos is designated as part of the Northern economic to entertainment (e.g.,the- Rio Grande National Heritage Area.Additionally,Taos is development. aters, performing groups), pursuing the New Mexico"Quality of Life"local option personal development tax (a tax incentive to improve energy and water con- (e.g.,community centers, servation, sustainable building,employment benefits bookstores),and education (e.g.,schools, museums),as such as job-training programs and employer-provided well as more directly to job creation and industry(e.g., child care,and other quality of life factors)to support translators,designers).Cultural and creative amenities the continued formal existence of the Arts and Cultural are assets as well as excellent tools for identifying and District.It is also considering the construction of an promoting other community assets. arts-incubator space,to complement its affordable housing project,ArtSpace.6 Taos's approach to eco- Creative-class theory suggests that a high-tech, highly nomic development is based on asset recognition and educated workforce prefers a location with creative directly connected to the arts and culture sector. amenities.'A flourishing arts and culture sector can affect where workers in the information economy, Another way to recognize assets and capitalize on especially younger ones,want to live and as such is them economically is to find ways to publicize and important for workforce recruitment and retention display the community's existing artistic talent and strategies.4To promote local culture and creativity, related amenities,such as ethnic foods,costumes,and communities can deem an area or part of town as an visual arts and crafts. For example, in New Orleans the arts,cultural,or creative district.A district is technically cultural heritage of Louisiana is celebrated through a designation to name and centralize creative assets the New Orleans Jazz and Heritage Festival.This festi- by locating and drawing attention to cultural assets val increases tourism through a showcase of music of throughout the community.There may be economic every kind—"jazz,gospel,Cajun,zydeco, blues, R&B, incentives to live or work in such a district. rock,funk,African, Latin,Caribbean,and folk to name a few"' Arts and cultural activity Boston Art Windows is a collaboration between KEYPOINT #3: can increase attention the city and local artists aiming to fill vacant store- Arts and cultural and foot traffic to an fronts in the Downtown Crossing area with exhib- activities in area, including attract- its that draw pedestrians.'The space is a streetside an area can ing visitors and increas- art gallery incorporating interactive video, light- draw crowds ing the length of time ing, and sound to encourage passersby to pause from within and money they spend, and enjoy the spectacle. One artist's camera re- and around the thereby contributing cords the movements of pedestrians and plays community. to continued develop- them back in time-delayed video loops that even- ment. Similarly,the tually cover a screen.The redevelopment authority presence of public art involves curators with the storefront show, seeing and related streetscape amenities such as artist- the exhibit as an opportunity to facilitate changes designed lighting, signs, and benches is a way to to Downtown Crossing as economic development attract pedestrians. continues. Arts and cultural activity often attracts attention, In Grand Rapids, Michigan, local artists, business whether for casual perusal or artistic investment. owners, and the public engage in an annual cre- Such activity can include events at culturally spe- ative event called Art Prize (www.artprize.org/ cific facilities such as theaters, museums, music home).Art Prize is an open contest in which any clubs, and galleries, as well as cultural activity in artist,established or emerging,can show work venues such as arenas, public parks, community and any visitor can vote on it. In essence, Art Prize centers, and schools. Communities can also de- is the creation of a context for the city to become velop creative ways to make artistic activity hap- a temporary art gallery. During this informal cre- pen in vacant or underutilized spaces. Several ative event, public participation, interaction, and communities have embraced the practice of pro- economic development are strengthened as more moting creative activity in vacant retail windows than 100 venues open for it (including local retail and storefronts as a revitalization tool. and business spaces). More than 1,000 people vol- unteer.The resulting relationships extend beyond An economic redevelopment process can often the boundaries of the competition to strengthen last several years. In an attempt to temporarily interaction among retail shops, business own- transform a street scheduled for redevelopment ers, and the art world. Economic benefits of the in Brooklyn, New York, by the local BID,the local contest include increased traffic and improved arts group Ad Hoc Art (http://adhocart.org/site) business. transformed a row of vacant stores into a street art gallery. Known as Willoughby Windows,the block of Willoughby Street between Bridge and Duffield was turned into a temporary art exhibit,which included a photography-themed screenprint where a camera store used to be, woven paper maps, and a large cash register(representative of the perceived financial mistakes of Wall Street).8 This temporary, creative art exhibit transformed an otherwise vacant eyesore into an interesting space for pedestrians. AMERICAN PLANNING ASSOCIATION Establishing oppor- Brooklyn, New York, is experiencing an economic KEYPOINT #4: tunities for partner- transformation as a result of food. A growing gas- Planners can ships among various tronomical entrepreneurial energy is transforming make deliberate economic sectors and once industrial, underutilized pockets of Brooklyn connections creative professionals is into culinary oases. Entrepreneurs in their 20s between the a way to promote eco- and 30s,who often have a strong sense of com- arts and culture nomic development. munity and creativity, are opening restaurants, sector and other The talents of artists bars, pubs, specialty shops, butcheries, coffee sectors. (especially related to shops, and other food production and processing design and communica- facilities throughout the borough.These busi- tion) can enhance the nesses are not only meeting the growing local value of local products and services and increase and regional demand for locally produced and their dissemination. wholesome foods but also creating an incubator for culinary quality, craftsmanship, and artistry. Partnerships often begin with economic clusters For example,the outputs of Cut Brooklyn, a knife- that are closely related to or dependent on the making business, become the inputs for Brooklyn design field; examples include marketing,tourism, Kitchen, a specialty store;cacao nibs, a product high-end manufacturing, and filmmaking.These of Mast Brothers Chocolate, and Ethiopian coffee economic clusters are groups of organizations beans from Gorilla Coffee are added to beer at with related producers, suppliers, distributors, and Sixpoint Craft Ales;and root vegetables purchased intermediaries. Proximate organizations can take from a nearby farmers market are combined with advantage of shared interests, relationships, and wort from Sixpoint to make relish at Wheelhouse economies.10 Pickles. Deliberate team building by planners can help This new collaboration between business own- artists, designers, and people in related economic ers is resulting in increased economic vitality and clusters to their shared advantage. Connecticut, sense of community between merchants as well for example, has recently instituted Cultural and as residents.13 In February 2010, recognition of the Tourism Partnership Grants that encourage in- economic, environmental, health, and social im- terdisciplinary collaborations among tourism, pacts of food production, processing, access, con- historical,film,and arts organizations."The goal sumption,and waste disposal prompted residents is to help localities develop relationships and of New York City and the Manhattan borough strategies to improve tourism, an important goal president to develop"FoodNYC: A Blueprint for a in economic development.12The grants support Sustainable Food System,a report that establishes projects such as film and arts festivals, develop- goals and provides recommendations for improv- ment of garden and museum trails, seasonal crafts ing and balancing the health, economic, and envi- and events, and theater packages. Lead applicants ronmental needs of the city.This report recognizes must be nonprofit organizations, but they can the untapped economic potential of the region's partner to seek funding for both profit and non- food system, as well as the health, equity, and en- profit ventures. vironmental challenges of this economic sector. CONCLUSION The economic development field has changed in the last decade from one that primarily empha- sized location and firm-based approaches to one that more overtly acknowledges the development of human capital. Human capital refers to the sets of skills, knowledge, and value contributed by a population and has become a recognized asset as firms choose where to locate (and cities choose what to advertise and develop and whom to recruit) and entrepreneurs develop economic activity. Members of some sectors of today's workforce seek certain characteristics in the places they choose to live. Places with entertainment options, public interaction, lively streets, and recreational and educational amenities are preferred, along with arts and culture activities and amenities. Leaders in the field of planning and economic development are developing noteworthy, creative approaches to making places of any scale more satisfying to this workforce,while increasing eco- nomic viability and competitiveness. This briefing paper was written by M. Christine Dwyer (senior vice president, RMC Research Corporation) and Kelly Ann Beavers(PhD candidate, Virginia Tech, and American Planning Association arts and culture intern),and edited by Kimberley Hodgson,A , (man- ager,Planning and Community Health Research Center,American Planning Association). AMERICAN PLANNING ASSOCIATION Endnotes 1.Landry 2000;Florida 2002. 13.See Oliver Schwaner-Albright,"Brooklyn's New Culinary Movement:New York Times, 2.Inga Saffron,"Changing Skyline:Phila.Architects Offer Some Homegrown Ideas: February 24,2009,available at www.nytimes.com/2009/02/25/dining/25brooklyn. Philadelphia Inquirer,October 9,2009. html;"More Voices from Brooklyn,"New York Times,February 26,2009,available at httpi/ dinersjournal.blogs.nytimes.com/2009/02/26/more-voices-from-brooklyn;and Kim 3.Richard Florida,The Rise of the Creative Class(New York:Basic Books,2003). Severson,"Young Idols with Cleavers Rule the Stage:New York Times,available at www. 4.Richard Florida,Who's Your City?:How the Creative Economy Is Making Where to Live the nytimes.com/2009/07/08/dining/08butch.html. Most Important Decision of Your Life(New York:Basic Books,2009). 5.Rick Romancito,"Taos Arts and Cultural District a First for New Mexico:Taos News, October 24,2009;available at www.taosnews.com/articles/2009/10/28/entertainment/ doc4ae31f6a1733e08654761I.txt.See also www.taosgov.com. Arts and U tUre 6.APA Arts,Culture and Creativity survey,2009. 7."Testimony by NGA Center for Best Practices Director John Thomasian before the Briefing Papers House Education and Labor Committee on the Economic and Employment Impact of the Arts and Music lndustry:March 26,2009;available atwww.nga.org/portal/site/nga/ This is one in a series of briefing papers on how planners can men u item.0f8c660ba7cf98d 18a278110501010a0/?vg nextoid=d b4bd36852440210Vg nV CM1000005e00100aRCRD. work with partners in the arts and culture sector and use creative 8."wlloughby Windows:Vacant Brooklyn Block Becomes Street Art Gallery,"August 12, strategies to achieve economic,social,environmental,and 2009;available at www.psHc.com/2009/08/willoughby-windows-vacant-brooklyn-block- becomes-street-art-gallery.html. community goals. 9.Yvonne Abraham,Local Artists See Windows of Opportunity Boston Globe, Please visit our website at www.planning.org/research/arts to June 7,2005.Available at www.boston.com/news/local/articles/2005/06/07/ local_artists_see_windows_of opportunity. learn more about this series. I0.Testimony by NGA Center for Best Practices Director John Thomasian. 11.See www.cultureandtourism.org/cct/cwp/view.asp?a=22118q=293780. Copyright©2011 by the American Planning Association 205 N.Michigan Ave.,Suite 1200,Chicago,IL 60601-5927 12.Testimony by NGA Center for Best Practices Director John Thomasian. www.planning.org ChandlerThinks Brand Study Empowering the Brand Brand Accomplishments 2011 to present • Communications audits—Facebook • Formed a brand steering committee within the city • Created a blog—www.poweredbynature.blog.com • Developing www.poweredbynature.com • State trademark approved • Applied for federal trademark, currently pending • City uses o Signature,parks and rec flyers,activity center,parks program guide,business cards,memos, letterhead,thank you cards,liquor store receipts and bags,window clings,tattoos, shirts, current,parks and rec guide,health fair flyers,letterhead,memos,agendas,PowerPoint,and more! • 20 written testimonials received from residents at the business and energy • 19 video testimonials received from residents at the business and energy expo posted on social media • 5 video testimonials received from businesses posted on social media • Formed the Brand Champions—a private sector group promoting the brand throughout the community • Informational branding memo sent monthly to city staff and stakeholders • Consolidated databases • Current articles renamed to reflect the brand • Met with all city departments about promoting the brand • Developed protocol for the brand within the city • Conducted social media audits for each city department utilizing social media • Presented brand information to:YMCA Board,Library Board,Rotary,Two Rivers Referrals,Rivers Edge Business Association,Biz to Biz,and Leadership Elk River • Made brand information and logo available on city's website • Gateway Business Park renamed to Nature's Edge Business Center to reflect brand • Brand Featured or mentioned in these media outlets: Star News, ERMU Connector, Hometownsource.com, Chamber Source,EDAM Developer, and Activerain.com. • Facilitated a photo contest to see how the community was utilizing the "Powered by Nature"brand • Redesigned all Economic Development marketing materials to incorporate the brand and create cohesion. • Sponsored Arts Affiance in 2012 to highlight new branding • Created a brand brochure • Repainted the Elk River water tower to include the Powered by Nature logo • 2014 Highlight was the Hockey Day Minnesota celebration • Purchased and distributed sweatshirts,polo shirts,and note pads at trade shows and events. • Elk River's Brand Plan was featured in a"Watchdog.org"article on city branding/slogans.