first friday art tour: greensboro, nc breathing new life

First Friday Art Tour: Greensboro, NC

Breathing New Life

Privately operated but in decline

• Pre-2009 less than five regular participants

• Little media exposure

• Seasonal event with irregular operations and hours

• Limited to art galleries only

Under new management• Downtown Greensboro Incorporated & United Arts

Council take lead

• Organized constituent meetings to craft new approach

• Refocused Mission: any arts programming, any venue, free

Marketing ImprovementsGreen balloons identify venues

Dedicated web site (downtownfridays.com)

Monthly print ads, press releases

Aligning with Festival of Lights

20,000 attendance

Expanding Participation:Including Shops and Restaurants

Expanding Participation:Indie Market

Brand expansionOutdoor market connects different nodes

Expanding Participation:New Installations & Activities

Tape Art installation Bicycle in Greensboro exhibition

Expanding Participation New Projects Added in 2012/13:

17! Days Art Festival LaunchPop Up

Promenade

ResultsIncreased attendance –

10,000+ per month

Over 2 dozen regularly participating venues each month

Spike in retail and restaurant sales

Collaboratively managed with $15,000 annual budget split with UAC

Results (con’t)

Earned, paid and social media every month

Constituent surveys supporting DGI’s sponsorship:o 2008 (prior to

managing) – 50% support

o 2013 – 74.5% support

Partnerships with schools, other non-profits

Busking ordinance improved in 2013 Full page earned media in

newspaper’s weekly entertainment guide

First Friday Art Tour: Greensboro, NC

Breathing New Life