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Leveraging the arts to market and sell our community

Leveraging the arts to market and sell our community. Breaking through the commodity orientation as a destination. Competition is a commodity “Content” Must create greater differentiation to separate ourselves from competition “Context”. It’s so much more than “things”… it’s an orientation.

matthew-thornton
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Leveraging the arts to market and sell our community

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  1. Leveraging the arts to market and sell our community

  2. Breaking through the commodity orientation as a destination • Competition is a commodity • “Content” • Must create greater differentiation to separate ourselves from competition • “Context”

  3. It’s so much more than “things”… it’s an orientation.

  4. “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

  5. Internal perceptionvs.External perception

  6. 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

  7. The power of a collaborative mindset

  8. 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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