5 minute read
The Art Spark Effect
by Fiona Bond, CEO, Creative Waco
In this issue, we meet some of Waco’s creative entrepreneurs at the forefront of an emerging cultural and creative renaissance, igniting our economy, and making our part of the world a more vibrant destination.
The economic impact of the artisan community is multi-faceted. Talented individuals with unique skills infuse vitality into our local economy, creating jobs, revenue, activation, beautification, and other impacts. When a muralist transforms a building, they create unparalleled branding and “landmark” visibility for any business inside, plus a cascade of upstream and downstream opportunities and benefits that flow to the businesses and neighborhood that gain appeal from their art.
When we recognize and support rare and specialized creative skills, such as hat-making, stained glass, architectural art, sculpture, ceramic art and more, we create an ecosystem of wonder that makes us a magnetic destination for the type of visitors who want to invest in unique experiences and products. The North Star Meetings Group published research in 2022 showing that cultural tourists typically stay 22% longer in a destination and spend 38% more than other travelers. They are also more likely to report that they selected their destination for its cultural offerings. The rising tide of skilled makers in our community gives Waco new opportunities to compete in that enviable market.
Of course, the impact of a strong creative economy goes beyond economic gains. Creative professionals are catalysts for innovation and inspiration, constantly pushing boundaries and challenging norms. Their work sparks conversations, evokes emotions, provokes thought and inspires problem solving. Shared cultural experiences connect us in a divided society. They shape the cultural character of our community and foster a sense of pride and belonging.
At Creative Waco, we are proud to nourish the artistic and creative aspects of Waco’s identity from education to industry. Our formation in 2015 was a direct result of the Greater Waco Chamber’s recognition of the cultural sector as a critical component to our ability to thrive and compete. Fast forward to 2023, Waco now leads the nation in several creative and cultural initiatives that marry exceptional artistic skills, creative problem solving, and smart business acumen. On our website, you can learn about, and engage, with some catalyst programs that nurture and support talented entrepreneurs to realize their creative dreams in our community.
ARTPrenticeship: Talented high school students work with professional artists, learning the skills to manage a creative project from concept to completion, and creating stunning murals and documentaries.
Air Collaborative: Artists, community members and business leaders collaborate and learn design-thinking to tackle shared issues with creative innovation. Waco is the first community in the nation to offer this program in English and Spanish.
Public Art: We have developed over $2 million in public art, including the Waco Sculpture Zoo, and most recently, new artwork at Waco Regional Airport. Our new strategic plan makes it easier to develop public art for businesses and neighborhoods.
Levitt AMP Waco Music Series: These Saturday evening concerts at Bridge Street Plaza bring this new public space to life, create paid opportunities for artists and performers, and welcoming, family friendly, free experiences for all.
Dia de Los Muertos Parade and Festival: Over 32,000 people attended the festivals we organized last year. Dia De Los Muertos Parade and festival will take place Saturday, October 28, 2023. This feast for all the senses is an opportunity to experience a vibrant Hispanic tradition.
We encourage you to invest in Waco’s ecosystem of creative talent and growth, and invite you to consider becoming a “creative spark” by supporting our region’s arts organizations and initiatives.
To learn more about cultural events, activities and performances, become a “Waco Insider” and subscribe to the weekly calendar at wacoinsider.com.
As you immerse yourself in the stories and artworks featured in this magazine, we hope you will be inspired to explore the vibrant creative community in Greater Waco for yourself. Attend exhibitions, visit studios, check out restaurants that feature live music, make sure you can name all seven of our local theatre groups, and support local artists by acquiring their masterpieces. By doing so, you bring the magic of art into your life and contribute to the growth and success of our economy.
With heartfelt gratitude to all the artists who share their creative journeys in this issue, their talent, dedication, and passion cultivate beauty and wonder in Greater Waco and beyond is abundant. We are thrilled that their extraordinary work is showcased in these pages. With thanks to the Greater Waco Chamber of Commerce and all its sponsors for their unwavering support for all things that fire our imaginations and unite us in a sense of creative purpose and pride.
