PROJECT RECAP August 5, 2015 Citywide Collaboration • January – June, 2015 • 6 months • 29 Partnering Organizations
On the Map: Unfolding Albuquerque Art + Design was a cultural partnership of 29 Albuquerque area organizations that participated in a comprehensive marketing campaign to draw national attention to Albuquerque as an art destination. From January through June 2015, public institutions joined private galleries and nonprofit arts organizations to present exhibitions, lectures, performances and educational programming focused on the prestigious history of art and design in Albuquerque and the Middle Rio Grande Basin from the creation of the earliest aesthetic objects to the present day.
PARTNERS: Lead Partners / Steering Committee:: 516 ARTS Albuquerque Museum City of Albuquerque Public Art Urban Enhancement Program Harwood Art Center Richard Levy Gallery Additional Partners: Bernalillo County Public Art Program Center for Contemporary Arts (CCA) Central Features Downtown Contemporary DSG Fine Art Exhibit 208 Frederick Hammersley Foundation Harwood Art Center
KiMo Theatre Gallery Indian Pueblo Cultural Center Inpost Artspace Mariposa Gallery National Hispanic Cultural Center New Mexico PBS/KNME-TV OFFCenter Community Arts Project April Price Projects Gallery
MARKETING CAMPAIGN: Total grant funds in the amount of $67,500 were raised from the following sources: New Mexico Tourism Department: $22,500 City of Albuquerque Cultural Services Department: $25,000 City of Albuquerque Economic Development Department: $10,000 Albuquerque City Council: $10,000
SCA Contemporary Art South Broadway Cultural Center Sumner & Dene Tamarind Institute UNM Art Museum VSA North Fourth Art Center Westbund West
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The marketing campaign was managed by 516 ARTS, which negotiated ad buys and provided graphic design of most the ads, except for those created by ACVB which were done in partnership with the On the Map Organizing Committee. The following is a list of all of the media outlines in which On the Map was advertised: PRINT:
DIGITAL:
Albuquerque Free Press
Arts & Culture Texas Online
Albuquerque Journal
New Mexico Mercury
Art in America
New York Times Online
Art Ltd.
Specific Media
Art News
Trip Advisor
Art Papers
Visual Art Source
Arts & Culture Texas Corrales Comment El Palacio
RADIO: KUNM Radio
New Mexico Magazine New York Times Pasatiempo Public Art Review THE Magazine Trend Magazine Weekly Alibi
ACVB FINAL REPORT: The $25,000 spent by Albuquerque Convention & Visitors Bureau (ACVB) yielded the following results: • 2,678,209 advertising impressions – above average click-through-rate • OTM microsite received 22,649 unique pageviews • OTM event listings received 7,724 unique pageviews • Website visitor geography/top 5 cities: Albuquerque, New York, Dallas, Houston, Los Angeles • Circulation of 23,647,787 from ACVB PR efforts • Digital coverage through ACVB: Months-long cultural partnership celebrates Albuquerque’s diverse arts scene, on prweb, Bonzinga, Streetinsider.com, Tutorial Finder, SF Gate, Houston Chronicle online, March 3, 2015.
PARTNER SURVEY DATA: Partnering organizations were invited to report on their individual efforts during On the Map (OTM), excluding any investments made into the consortium marketing effort. We received data from the following 22 organizing and presenting partners: 516 ARTS, Albuquerque Museum, Bernalillo County, City of Albuquerque Public Art Urban Enhancement Program, Harwood Art Center, and Richard Levy Gallery (organizing partners); and Center for Contemporary Arts, Central Features, Design Studio/April Price Projects, Exhibit/208, Indian Pueblo Cultural Center, Gallery Downtown Contemporary Gallery, National Hispanic Cultural Center Art Museum, OFFCenter, UNM Art Museum, SCA Contemporary, South Broadway Cultural Center/KiMo Theatre, Sumner & Dene Gallery, Tamarind Institute and VSA North Fourth Art Center (presenting partners)..
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Collectively, these 22 partners have: - Presented 62 exhibitions - Featured 1,228 artists - Hosted 101 special events - Garnered attendance of 145,881 -
Estimate an 16% increase in attendance over events at the same time last year
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Invested $1.22 million in their OTM programming, including personnel, presenting and marketing costs
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Earned net income of $368,496 from their OTM programming
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Reached approx. 745,500 people with program marketing materials that included the project logo and/or
affiliation (“presented as part of On the Map: Unfolding Albuquerque Art + Design,” for example)
In addition, 150 copies of the book “Visualizing Albuquerque: Art of Central New Mexico” were distributed to university, public and museum libraries across the country. This important document of the art history of Albuquerque is available to researchers at libraries in museums including Museum of Modern Art and Whitney Museum of American Art in New York; Smithsonian American Art Museum in Washington, DC; all of the art museums in New Mexico and dozens of others across the country. O
EDITORIAL COVERAGE: (hyperlinked to titles) Nelson, Kate: When Albuquerque Went Modern. New Mexico Magazine, December 2014. Roberts, Kathleen: ABQ Exhibits Push Artistic Boundaries, Albuquerque Journal, January 25, 2015. Roberts, Kathleen: Multiple Venues put ABQ art ‘On the Map’. Albuquerque Journal, January 25, 2015. Nelson, Kate: Seeing is Believing. New Mexico Magazine, January 2015. Stuyvesant, Josh: Burning Questions for Katya Crawford, Professor of Landscape Architecture. Pyragraph.com, January 28, 2015. Previews: From the Ground Up and Strata, February/March 2015. THE Magazine. Ritchel, Elaine: Unfolding Our Hometown Map. Weekly Alibi, February 4, 2015. Zastudil, Nancy: Albuquerque: On the Map. Art Ltd, March 2015. Ritchel, Elaine: This Map Just Keeps Getting Bigger. Weekly Alibi, March 19, 2015. Smith, Claude: Foodie: Exploring the Origin of Food Through Art. edible Santa Fe, February/March 2015, pg. 46-49. Ritchel, Elaine: Mapping Albuquerque’s Art Scene. New Mexico Mercury, April 9, 2015. La Palma, Marina: From the Ground Up: Design Here + Now. THE Magazine, April 2015; pg. 55. Stuyvesant, Josh: Chasing Art’s Elusive Red Dot. Pyragrah.com, April 30, 2015. Pulkka, Wes: Local art show includes pinhole photos by former UNM professor. Albuquerque Journal, May 3, 2015. Driver, Blake: A Living Art Mystery: Breaking the Albuquerque Code. Texas Arts + Culture, May 9, 2015. KQRE-TV: Exhibit to Highlight Pueblo Women Artists, February 1, 2015. KQRE-TV. Romero, David: New Exhibit Displays Creations from Unique Artists, February 11, 2015. KQRE-TV.
PARTNER RESPONSES: “I have to share with all of you what an amazing series of events this has been for me…This whole experience has caused a fundamental shift for me personally about this community and what we all do here. The studio tours, the Women &
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Creativity salons, all of the outstanding exhibitions, the talks and demos - this arts town rocks and I’m so proud to be part of it and this partnership! So to quote my favorite Public Art Survey response from 2012, ‘more please’.” -- Sherri Brueggemann, Public Art Urban Enhancement Trust Fund Program Manager, City of Albuquerque “I only made it to a handfull of studios in the previous weeks, but at each one, the artists were so happy and the love of Albuquerque was abundant. The Albuquerque art scene feels like it’s popping right now. It’s great to be part of this special moment. I hope it’s all part of a growing momentum and we can make it last somehow... On the Map truly put Albuquerque on the map as the exceptional arts destination that it is; highlighted contemporary arts, which are normally overlooked by the tourism industry; generated community pride and critical mass that grew exponentially. The ads in the NY Times were especially exciting for our arts community to achieve.” -- Suzanne Sbarge, Executive Director, 516 ARTS “My family kept saying how moved they were by the creative forces at play here in Albuquerque and that it was going to take them a long time to process everything that they saw. I hope other visitors are leaving with a similar experience. We are SO very fortunate to live in a desert that is simply BURSTING with creativity... On the Map was instrumental in raising awareness around the art scene that exists in Albuquerque both historically and today. Greater impact was achieved from the collaboration making each event more of a “destination”. Visitor attendance (both in and out of town) increased significantly from this effort.” -- Viviette Hunt, Director, Richard Levy Gallery “This arts community struck me as extraordinary the moment I got here (just under 6 years ago), a feeling that has been reinforced every day since. So I’ve been reflecting a lot on why everyone, me included, says / feels that this moment feels different... And it seems like what’s most beautiful and resonant about now, and about On the Map, is that it seems like the community at-large is more certain about articulating, recognizing, asserting, honoring and celebrating that extraordinary-ness across the board.” -- Julia Mandeville, Chief Programs Officer, Harwood Art Center “I was also really lifted by the enthusiasm that so many of the artists expressed during their open studios. So many feel that Albuquerque is a great place for them to be. That makes me really happy.” -- Andrew Connors, Curator of Art, Albuquerque Museum “On the Map has been important on many levels. First it showed the tourist and many art patrons from Santa Fe the depth and strength of the Albuquerque arts community and market establishing Albuquerque as an arts destination. It brought numerous viewers and consumers into the gallery helping financially.” -- Roy Johnson, Owner / Director, Sumner Dene Gallery “Simply put, the marketing campaign and huge impact on the art community as a whole could not have happened without the teamwork involved. I hope we put our new found knowledge and experience together and do this again year after next!” -- April Price, Owner / Director, Design Studio / April Price Projects Gallery “The impact of collaborating with other On the Map partnering organizations has exceeded all expectations. Access to and inclusion in beautifully designed print and online marketing tools has been as equally rewarding as participating in the synergy of ideas and talents generated by some of Albuquerque’s most creative leaders.” -- Susanna Kearny, Visual Arts Outreach Director, VSA North Fourth Art Center “This collaboration gave IPCC opportunities to be place back the map, give an awareness to the Public of growing changes with Museum Exhibits, Collections, Education and Library/Archive.. The On the Map project helped connect many people, galleries, museum, develop relationships in the art world of Albuquerque and ideas for IPCC.” -- Deborah Jojola, Curator of Art, Indian Pueblo Cultural Center
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“Possibly the most transforming aspect for all of this has been the deepening partnerships and sense of community this collaboration has engendered. We were all thrilled to be a part of it… On the Map dominated the Museum’s art program discussions, planning, and programming for much of the last year. 4 Museum exhibitions, a 220 page book, and other programming were all directly inspired by On the Map, providing opportunities to productively reach diverse audiences, stimulating dialogue and awareness about the region’s creative identity.” -- Titus O’Brien, Art Program Specialist, Albuquerque Museum “Developing exhibitions as part of a cooperative venture with other local institutions was a unique experience that allowed our staff and audiences to experience connections across venues in Albuquerque. The many activities associated with these exhibits and other events highlighted Albuquerque’s contributions to the arts, both past and present.... While Albuquerque has long had a strong arts community, it is most overshadowed by the emphasis on Santa Fe and Taos. By mining our significant collections to focus on Albuquerque artists and collectors, we emphasized aspects of the city’s history and our collections that had not previously received sufficient focus.” -- Kymberly Pinder, Dean of the College of Fine Arts, UNM / Interim Director, UNM Art Museum “On the Map provided OFFCenter a wider audience of artists, funders and community members in our Art Crawl gallery shows and community studio. OFFCenter’s gallery show increased attendance by 15% from 2014. On the Map literally put us on the map for a broader audience.” -- Steven Serrano, Executive Director, OFFCenter Community Arts “Participating gave us a project and exhibition that celebrated our Albuquerque community in a way we have never done before. Collaborating with local artists, opening up our print workshop to the community through events- fostered a greater understanding for Tamarind and lithography.... It gave our city the excuse to show off the creative and innovative spirit that lies in our community. There was a great cross-over of demographics. People who had never visited came to events because they were more aware of them or had a relationship to one of our collaborators.” -- Meghan Ferguson, Gallery Director, Tamarind Institute