STREET ART BORÅS SWEDEN 3–10th OF SEPTEMBER 2017
ARTISTS 2017 LONAC HOTTEA LAKWENA TELMO MIEL FINTAN MAGEE CHRISTINA ANGELINA GEMMA O’BRIEN BORDALO II NESPOON JMR
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Preface No Limit has now been carried out for the third time and has once again been received well by both Borås natives and visitors, which is very pleasing. This year, the festival was extended from four to eight days, and, in addition to our artists, included a generous program containing a lot more items than before. That the interest in No Limit and Borås as a city of culture has increased steadily and that the worldwide spread has positively strengthed our position of how Borås is perceived in the rest of the world is very exciting. No Limit, as the name suggests, means, among other things, that no sketches have been requested in advance from participating artists. Courageous property owners have made their facades available year after year without knowing what artworks will be created. The hope is that the various artworks of No Limit appeal to a broad audience and lighten up the city with its motives and colours. In 2017, more investments were made into varying arts such as textiles, smaller installations, sculptures and larger murals. The weather has varied over the three years of No Limit. In 2014, we had an Indian summer and had to distribute sun screen to the artists. In 2015, it alternated between sun and rain. In 2017, we had constant rain, meaning rain cover had to be distributed to the artists. All participators fought bravely, not least our artists. It is also a great pleasure to see the interested Borås natives and visitors who defied the rain and visited No Limit fitted with raincoats, umbrellas and a smile on their faces. The survey conducted during the festival shows that for 99.7% of the Borås natives, No Limit met their expectations. The participating artists experience No Limit as a very well-organized event. It is also great that the artists think of Borås as a nice city to practice their art in. The main success factors for No Limit is the good cooperation within the organization, our partners and administrations in Borås City. Dedicated guides and volunteers who participate through thick and thin also contribute to the fact that No Limit has become a success.
Stina Hallhagen, Project Manager, Borås TME Table of Contents This is No Limit Street Art Borås...............................................................................................5 Effects of No Limit......................................................................................................................6 TEM (Tourist economic effects).............................................................................6 Purpose for visiting Borås........................................................................................9 Knowledge/gender/age...........................................................................................9 Expectations on No Limit/information sources.............................................. 10 Impact in the media.................................................................................................................... 13 Overview.................................................................................................................. 13 Editorial media........................................................................................................ 14 Social media............................................................................................................. 14 Social media, continuation.................................................................................... 17 Project economy.......................................................................................................................... 18 Map of the artworks................................................................................................................... 23 Contact details............................................................................................................................. 24
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GEMMA O´BRIEN
Simonsland Fabriken, Textile Fashion Center Proprietor: Kanico
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Hermod 5, AllĂŠgatan/Skolgatan Proprietor: Olga Hjalmarsson et al
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LONAC
This is No Limit Street Art Borås No Limit is organized by Borås TME in cooperation with the Borås City Cultural Administration (Borås Stad Kulturförvaltningen). Borås has become known as a city of culture and now proudly calls itself Borås - The City as a Gallery. Together with Borås International Sculpture Biennale, Borås has created a large outdoor gallery. Nowadays, most people can probably subscribe to the fact that Borås has brought the epitome street art city to the consciousness of many people, both in Sweden and internationally. The festival saw the light of day in 2014, being one of Sweden’s first large-scale street art festivals. Internationally known street artists from all corners of the world participated and property owners granted selected properties around central Borås to creative works. In 2015, the festival expanded with more alternative genres of street art. After two successful festivals in 2014 and 2015, we took another step to evolve No Limit in 2017 by extending the event from four to eight days. This was to enable Borås natives and visitors to follow the entire creation process. The festival also had an increased range of program items and more participators. In addition to expanding the number of days, the range of artistic genres as well as elements of textiles, perhaps the most significant epithet for the city of Borås, was also expanded. Another type of development is to consider perspectives such as gender equality, accessibility and the environment, which became a bigger part of the work in 2017. The city development perspective was further evolved in 2017 by placing art and activities in strategic locations in Borås. Purely organizationally, the festival has developed through an expanded project organization, to get more participation and influence from mainly the Cultural Administration, but also from other administrations who have a major part in the project. Shai Dahan has been the curator of No Limit for all three years. The aim of the project is to strengthen Borås as a city of culture. With this, more visitors will be attracted to Borås, both local, regional, national and international. The expectations, which have been fulfilled, is that No Limit should be able to create great media attention and help spread a good reputation of Borås as a city of culture worth visiting. No Limit also aims to contribute to the Borås urban development and with that become a long-term pleasant feature for the natives of Borås, who in turn feel joy and pride in their city. This was consolidated by No Limit 2015 being awarded the Borås Urban Building Prize in the category ”Land, Landscape and Urban Environment”. Another aim is to develop cooperation within/between Borås City and the business community. Overarching aims No Limit • Strengthen Borås as a city of culture • Attract visitors to Borås • High amount of PR, press and media attention • Build relations within/between the business sector and Borås City • Contribute to Borås urban development
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Effects of No Limit Street Art Borås To provide a complete picture of effects and outcomes of No Limit, several surveys were conducted during the period. Tourist economic measurements were carried out by Resurs AB (Resurs för Resor och Turism i Norden AB) on behalf of Borås TME AB. The survey was conducted through personal interviews on site in Borås during the festival on 3-10 September 2017. Four individuals conducted the interviews in selected areas in order to achieve the best possible distribution and random selection. A total of 439 people were interviewed in the survey. - In total, 16,700 visits (18,600 in 2015, 12,300 in 2014) were made during No Limit, 3-10 September 2017. Of the visitors, 8% were tourists (15% in 2015, 24% in 2014).
- Of the tourists, 67% came from Västra Götaland (71% 2015 and 2014).
- The overnight stayers (40% of the tourists) stayed on average 4.1 nights (2.7 in 2015, 3.5 in 2014) and lived mainly with relatives and friends, closely followed by hotels. - The visitors were satisfied or very satisfied with their trip to Borås. The result turned out to be 5.7 on a six-digit scale (5.8 2015 and 2014). - The tourism turnover from visitors was SEK 1.4 million, which in turn created the equivalent of 1.0 years of work, mainly in restaurant and residential facilities (same figures as in 2015 and 2014). 4%
Accommoda/on
0%
Revenue SEK Accommodation 479000 Restaurants 580000 Provisions 108000 Transport 4000 Shopping 129000 Activities 51000 Total 1351000 Employment Yearly empl. Accommodation 0,35 Restaurants 0,6 Provisions 0,03 Transport 0 Shopping 0,05 Activities 0,05 Total 1,1
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10% 8% 4%
35%
0%
10% 8% 43%
35%
Restaurant Provisions Accommoda/on Transport Restaurant Shopping Provisions Ac/vi/es Transport
43%
Shopping Ac/vi/es
3% 0% 5%
5%
3% 0% 5%
5%
55%
Accommoda/on 32%
32%
Restaurant Provisions Accommoda/on Transport Restaurant Shopping Provisions Ac/vi/es Transport
55%
Shopping Ac/vi/es
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HOTTEA
Caroli church park Proprietor: Svenska Kyrkan, BorĂĽs
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LAKWENA
Semele 6, Kvarngatan Proprietor: Rochri AB
No Limit Borås 2017 What washuvudsakliga the main syfte reason you travel to Borås? Vad är ditt medfor resan tillto Borås? tioof besökarna kom till Borås medwith huvudsyfte beskåda Fyra Fouravout ten visitors came to Borås the mainatt purpose to de seeolika konstverken som skapades samt att besöka släkt och vänner. the No Limit festival. 5%
14%
No Limit 43%
Visit friends/rela8ves Business
38%
Other
Have ofinnan No Limit arriving Borås? Kände you du tillheard NoLimit du kombefore till Borås? För Most knewvar about No Limit arriving Borås, almost 8 out 10.tio. de people allra flesta No Limit känt before innan de kom till Borås, nästan åttaofutav 100
79
80 60 40
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Yes
No
Har du varit på No Limit tidigare år?
Gender
Knappt sex av tio har varit på NoLimit tidigare år.
38% 62%
Male Female
Age
Avarage age of the visitors was 47,3 years.
______________________________________________________________________________________ © Resurs för Resor och Turism i Norden AB 6
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Expectations among the citizens of Borås Has No Limit fulfilled your expectations?
No Limit Borås 2017
Boråsares förväntningar
Only BORÅS. I want you to grade, on a scale from 1 to 6 where 1 corresponds to did not meet expectations at all and 6 is has fullfilled the expectations more than well. Har No Limit uppfyllt dina förväntningar? ENDAST BORÅS jag vill att du graderar på en skala från 1 till 6 där 1 är har inte alls uppfyllt
ofmer the än citizens, No Limit has fulfilled their expectations. förväntningarnaFor och99,7% 6 är har väl uppfyllt förväntningarna. För 99,7 % av boråsarna har No Limit uppfyllt förväntningarna 120 100
6 5 4 3 2 1 Totalt
76% 23% 1% 0% 0% 0% 100%
80 60 40 20 0
1
What/Which information sources has been of great meaning ahead of your trip to Borås? Relatives and friends got great meaning as information sources as well as social media.
nolimitboras.com Tourist Office boras.com Ads in printed press Rela;ves and friends Printed press Social media No need Other 0
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CHRISTINA ANGELINA
Uranus 17, Mariedalsgatan Proprietor: Fastmax AB
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Prometeus 3, Hallbergsplatsen Proprietor: Grand Fastighets AB/Pandox AB
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FINTAN MAGEE
Impact in the media The media coverage of No Limit has been measured by Retriever on behalf of BoråsBorås TME AB. The statistics report covers the period 1 April to 31 October (2014) and 1 March to 31 oktober (2015 and 2017). The media included in the analysis are Retriever sources from Swedish press, web, TV/radio (national and local news broadcasts on TV4 and SVT as well as national news broadcasts on SR), international web and social media. The impact shows the range and estimated advertisement value of the media attention as follows: 2014 2015 2017 Range 12,340,000 9,700,000 23,330,551 Estimated ad value SEK 6,493,585 SEK 4,800,000 SEK 8,661,394
Overview In total, ”No Limit Street Art Borås” has been mentioned in 6,114 articles/segments, of which 5,791 refer to social media. The chart shows the amount of articles per week during the analysis period. The majority of the references to No Limit were generated directly in connection with the event. Media Channel Editorial press Social media
Number of articles/posts 323 5 791
Reach
Est. ad value
23 330 551
8 661 394 SEK
N/A
N/A
Posts social media (orange line)
Articles (blå stack)
Number of articles and posts per week
13
REDAKTIONELLA MEDIER: ÖVERSIKT KTIONELLA REDAKTIONELLA MEDIER: MEDIER: ÖVERSIKT ÖVERSIKT
Editorial media No Limit Street Art Borås has been mentioned in 323 articles (174 in 2015, 218 in 2014) No Limit Street Art Borås förekom i 320 artiklar och inslag under in editorial media. All of the articles in the survey Media Channel Number of articles/posts Publiciteten utartiklar till 23,3 miljoner läsare. No Limit Street Noperioden. Limit Art Borås Street förekom Art Boråsinår 320 förekom i 320 och artiklar inslag potentiella och under inslag under perioden.to Publiciteten perioden. Publiciteten når ut till 23,3 når ut miljoner till 23,3 potentiella miljoner potentiella läsare. läsare. were published in Swedish media. In addition Printed press 151 this, there has also been international media Webbased press 165 coverage which was not included in the survey. Broadcasting media 4
MEDIEKANAL ANTAL ARTIKLAR/INSLAG RÄCKVIDD KANAL MEDIEKANAL ANTAL ARTIKLAR/INSLAG ANTAL ARTIKLAR/INSLAG RÄCKVIDDRÄCKVIDD TRYCKT PRESS 151 13 509 400 T PRESS TRYCKT PRESS PRESS WEBBASERAD 151 151 13 509 400 139509 165 738400 607 SERAD WEBBASERAD PRESS PRESS ETER 165 1654 9 738 6079 738 44 607 000 ETER 4 4 44 000 44 000
Reach 13 509 400 9 738 607 44 000
Number articles and week ANTALof ARTIKLAR/INSLAG OCH reach RÄCKVIDDper PER VECKA ANTAL ARTIKLAR/INSLAG ANTAL ARTIKLAR/INSLAG OCH RÄCKVIDD OCH RÄCKVIDD PER VECKA PER VECKA 80
80 80
70
70 70
60
60 60
50
50 50
40 30 20 10 0
SOCIALA MEDIER: ÖVERSIKT
9 000 000 9 000 0009 000 000 8 000 000 8 000 0008 000 000
MEDIEKANAL
7 000 000 7 000 0007 000 000
ANTAL ARTIKLAR/INLÄGG 6 000 000 6 000 0006 000 000 5 000 000
TWITTER 2 2795 000 0005 000 000 4 000 000 INSTAGRAM 1 742 4 000 0004 000 000 30 FACEBOOK 290 3 000 000 30 BLOG 84 3 000 0003 000 000 20 000 000 20 FLICKR 45 2 000 0002 2000 000 10 GOOGLE_PLUS 40 1 000 000 10 VIMEO 4 1 000 0001 000 000 0 0 v.10 v.11 v.12 v.13 v.14 v.15 v.16 v.17 v.18 v.19 v.20 v.21 v.22 v.23 v.24 v.25 v.26 v.27 v.28 v.29 v.30 v.31 v.32 v.33 v.34 v.35 v.36 v.37 v.38 v.39 v.40 YOUTUBE 3v.410v.42 v.43 0 0 v.10 v.11 v.12 v.10v.13 v.11v.14 v.12v.15 v.13v.16 v.14v.17 v.15v.18 v.16v.19 v.17v.20 v.18v.21 v.19v.22 v.20v.23 v.21v.24 v.22v.25 v.23v.26 v.24v.27 v.25v.28 v.26v.29 v.27v.30 v.28v.31 v.29v.32 v.30v.33 v.31v.34 v.32v.35 v.33v.36 v.34v.37 v.35v.38 v.36v.39 v.37v.40 v.38v.41 v.39v.42 v.40v.43 v.41 v.42 v.43 Antal artiklar Räckvidd FORUM 2 40 40
Number of articles Reach Antal artiklar Antal artiklarRäckvidd Räckvidd
Social media
Posts/social media channel ANTAL INLÄGG PER KANAL
We noted 5.790 segments (4.266 in 2015 and 2.500 in 2014) on social media where ”No Limit Street Art Borås” or related FÖRDELNING AV ANTAL INLÄGG combinations were mentioned. The percentage on Facebook is low due to the fact that many users have closed accounts that can not be measured to the same extent as other channels.
TWITTER INSTAGRAM
GOOGLE+ BLOGGAR 1% 2% FACEBOOK FLICKR 6% 1%
FACEBOOK BLOGGAR FLICKR GOOGLE+ VIMEO YOUTUBE
TWITTER 51%
FORUM 0
14
500
1 000
1 500
2 000
2 500
INSTAGRAM 39%
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NESPOON
Diana 1, Västerbrogatan Proprietor: Sander Fastigheter
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Viskaholm 2, Viskaholm (Viskanpromenaden) Proprietor: Riksbyggen
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JM RIZZI
Additional facts about No Limit Press releases Number of press releases Read count
2014 10 6,227
2015 24 5,779
Guided tours Number of guided tours Participants
2014 2015 19 20 2,500 2,600
2017 44 1,433*
Instagram posts Tagged with #nolimitboras
2014 1,387
2017 2,766
2015 2,591
2017 21 17,397
Film views Total 278,000 accumulated Maps Distributed printed maps Web (nolimitboras.com) Page views Unique visitors
2014 2015 7,000 15,000 2014 157,000 20,000
2015 201,000 30,200
2017 10,200 2017 151,842 33,805
Social media (followers, accumulated) 2014 2015 2017 Facebook 3,597 10,947 13,194 Instagram 927 3,430 5,307 Twitter 248 506 684 No. 1 - Things to do in Borås Prior to the 2015 festival, we added No Limit Borås to TripAdvisor. Today, No Limit has 134 reviews (of which 90 have given the festival the highest rating, ”excellent”, and 12 the second highest, ”very good”). The written reviews are overwhelmingly positive and the high scores in combination with the amount of ratings relative to the time span has placed No Limit as the #1 attraction on TripAdvisor when looking at ”things to do in Borås” - a list of a total of 24 visitor attractions. No Limit was also awarded the TripAdvisor COE (Certificate of Excellence) for consistently good reviews from travellers in 2017. International attention Prior to, during and after the festival, No Limit Street Art has been featured by several recognized street art sites and magazines worldwide. Brooklyn Street Art, I Support Street Art, Street Art News, Juxtapoz, Graffitistreet, Widewalls, Street Art Utopia, Arrested Motion and Upperplayground are some examples. * In 2017, we started charging for the guided tours and secured groups of up to 50 participants/group. In addition to the guided tours during the festival, 1,383 people took part in the public/booked tours during October.
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Project economy No Limit Street Art Borås has been funded through Borås TME. Our partners have in various ways contributed to the project through work efforts and/or reduced pricing of services and goods needed in the project. The following specification largely shows how the costs have been allocated in the project. Program Artists’ fees, accommodation, travel and food. Paints, material, preliminary work, lifts, stands, equipment, etc. Administration Permits, agreements, surveys, safety, environmental certification, etc.
Hostmanship Guided tours, hostmanship/information, transportation, etc.
Communication Marketing, web/digital media, branding/citydress, printed material, etc.
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TELMOMIEL
Gjutaren 10, Norrby Tvärgata Proprietor: Castellum AB
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Tekniska Elementarskolan 2, Sven Eriksonsplatsen Proprietor: BorĂĽs Stad, through LFF
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BORDALO II
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ANONYMOUSE
Wile 5, Sparregatan Proprietor: Swedbank
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No Limit is organized by Borås TME and The Culture Department, the municipality of Borås Stad. Project Manager: Stina Hallhagen, stina.hallhagen@boras.com, 0734-32 75 05 Curator/Artistic Director: Shai Dahan, 0721-74 85 85