International Downtown Association AWARD ENTRY : NUART ABERDEEN Events and Program Category - 2018
- BACKGROUND 2017 highlights CLICK HERE TO PLAY Street Art Festival Launched April 2017 Transformational effect on the city Encouraged inward investment Renewed the city centre turning space into place' Delivered increased footfall, interest, and commercial benefits for local businesses Funding through until 2020 secured as a result of 2017 festival.
SUMMARY Try-Party collaboration: - Nuart Stavanger (established 2001; widely considered World s premier celebration of Street Art) - Aberdeen Inspired - Aberdeen City Council Need: to diversify and encourage inward investment and migration from other sectors Delivered: Transformational effect on the city, winning hears and minds of the public Delivered: Increased footfall Delivered: Commercial benefits for local businesses Delivered: inward investment Making art part of everybody's every day life Renewed the city centre turning space into place'
AWARDS AND RECOGNITION International acclaim Multi-award winning: UK, Europe and global recognition Transformational Street Art Festival Two of top 15 murals in the world (BSA 2017)
- INNOVATION Used artists, communities and place as a catalyst to deliver integrated programme of art, events, interaction opportunities, movies, community engagement, long term legacy and benefits Turned the city centre space into place by putting Beauty in the Streets Engaged with young people from regeneration areas nurturing and developing future talent pool of urban innovators. Instilled and encouraged Civic Pride amongst the citizens
- REPLICATION Linked communities and culture Street Art widely recognised as a delivery mechanism for urban renewal and regeneration Turned the city centre space into place by putting Beauty in the Streets End to end approach helped encourage inward investment Viewed as high risk but risk has been vindicated with funding partners committed to further 3 years of program Global brands as partners
- REPRESENTATION Multi-sector partnerships Significant public and private funding from global organisations totalling around 220k ($300k) Significant in kind support from numerous partners Strong local partnerships across all service and goods sectors such as accommodation, catering, access equipment, venues space for events. Developing legacy programs with local academic and arts institutions Built strong collaborative volunteer support programme
- SUSTAINABILITY Embedded program with schools and community organisations Spreading into communities developing their own local art initiatives (Victoria Art and Culter Primary school) Painted doors program expanded to support increased interest from local artists Property / wall owners eager to take part 87% of festival attenders will come back in future years to see new works
- EXECUTION Two years of nurturing relationship with Nuart Stavanger Festival is a full year in planning Works last until they are weathered Festival event weekend lasted four days 13-16 April Pre-production 7 day period A methodical project-focused approach to delivery Firm foundation to build a multi-year initiative Comprehensive program won the hearts and minds of residents and visitors
- OUTCOME One in five visitors new to arts and culture sector Core objectives were: - increase footfall to the City Centre - boost customer dwell time - increase spend - On average every visitor to Nuart spent around 25.30 (US$35) - festival admission mainly free but calculated estimates of gross economic impact to be circa 127k (US$176k) to 635k (US$878k) Analysis showing expenditure estimates 105k (US$150k) to 530 (US$734) Clearly case for value of festival in delivering additional economic benefits while revitalising a neighbourhood
- CONCLUSION Nuart effect was immediate and revolutionary Nuart was transformational for Aberdeen People love it and engage with it every day Nuart is a multi-award winning festival claiming success in the UK, European and beyond Aberdeen Inspired s ambition paid off Successfully secured funding enabling the festival to return through 2020 Strong evidence of the importance of Nuart to the continued transformation and regeneration of our city centre
NUART 2018 PROMOTIONAL VIDEO https://www.youtube.com/watc h?v=l84wx8ujyx8 Additional YouTube Links https://youtu.be/p8fly-v6nwa - Comedy Festival https://youtu.be/0q6oxue96zc - Restaurant Week https://youtu.be/hwn-vkg-to8 - Nuart 2017 - The Movie https://youtu.be/l84wx8ujyx8 - Nuart 2018 Promo https://youtu.be/x4veyduvjra - Aberdeen Inspired Showreel