Leveraging the arts to market and sell our community
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Transcript of Leveraging the arts to market and sell our community
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Leveraging the arts to market and sell our community
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Breaking through the commodity orientation as a destination
• Competition is a commodity– “Content”
• Must create greater differentiation to separate ourselves from competition– “Context”
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It’s so much more than “things”… it’s an orientation.
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“I can’t quite put my finger on it, there was just something special about the place…it was a feeling,
an attitude, the people.”
An Accidental Tourist
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Internal perceptionvs.
External perception
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The role of the arts on a macro level
• Sense of place
• Creative “scenes”
• Layering of creative capital
• Perceived public value
• Community vitality and prosperity
• Enrichment of our destination
• Visit and live
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The power of a collaborative mindset
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How we use the arts to position Columbus
• The fabric of our community
• The arts add context
• Metropolitan sophistication
• Urban
• People decide where they want to live based upon a visit
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