TRENDS

ART as an Amenity

By: Lauren Townsend

Public art adds enormous value to the cultural, aesthetic and economic vitality of a community. It is now a well-accepted principle of urban design that public art contributes to a community’s identity, fosters community pride and a sense of belonging, and enhances the quality of life for its residents and visitors.

The amenities arms race often focuses on what a tenant uses within a building — fitness centers, tenant lounges and loaded technology packages. But one amenity is often overlooked even as people interact with it daily. “For newer trophy assets, art can make a statement that aligns the asset with the high-profile tenancy it aims to attract.”

When businesses invest in outdoor or indoor public art, pedestrian and auto traffic tends to increase. Interested passersby might stop in just to take a look and a selfie with a piece that they find interesting, then stick around to make a purchase or inquire what businesses a building holds. Tenants

obviously love more foot and auto traffic, so public art can translate into more value in leases for landlords and tenants looking for new space might see public art as an opportunity to tap into some foot traffic that comes from gawking onlookers.

While murals usually carry no measurable monetary value because people usually won’t pay a premium to view art outside a building, the beneficial draw for landlords is the probable spike in traffic from the local community. CBRE Vice President Cody Hundertmark said the value public art adds to an asset cannot be measured with dollars and cents. Art enhances a building’s buzz.

The City of Atlanta has an Office of Cultural Affairs Public Art Program that works with artists and issues both temporary and permanent permits. They also oversee an app that offers self-guided tours using a cell phone. Within Georgia, the embrace of public art has been very polarizing. The Dunwoody City Council considered a proposed ordinance “that would essentially define public art as black copy against a white background to imitate the Spruill Center for Arts.’ When this felt too restrictive, the council went back to the drawing board as crafting a mural ordinance.

“There are some studies that suggest that as you continue to evolve your vibrant community through art and other cultural opportunities that that also drives community culture and eventually economic development,” said Director of Recreation and Parks Jeff Leatherman. Roswell has initiated a temporary art program in place but long-term building art requires more involvement from the city. A proposal is required as is a maintenance plan.

Mural art or outdoor art is an excellent way to add interest to a new property or revamp the image or use of an existing property.

About the Author:

Lauren Townsend is the Communication Specialist for the Building Owners and Managers Association where she produces eCommunications and digital marketing materials. Lauren has a B.A. in Communications, Political Science and Economics from Clemson University and also owns her own branding company.