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 Improvements Green 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 expansion Outdoor 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 Launch Pop Up Promenade

Results Increased 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