While the Louvre in Paris draws global visitors to see the Mona Lisa and travelers flock to see Botticelli’s Birth of Venus in Florence, famous artworks are not the only artistic experiences that travelers and locals seek. Up-and-coming artists that embrace new mediums and have modern, visual stories to share are gaining popularity. According to a recent survey, nearly 50% of travelers want to experience new and local arts scenes when they explore new places.
To meet this demand, many cities are hosting immersive art experiences to draw in visitors and re-excite and engage local communities. Not only do these experiences draw attention from the new mediums and less familiar artists, but they are also typically more accessible than going to a traditional museum. Among all American museums, 60% require general admission fees. While the median admission fee across the country is $6, some fees can climb as high as $30 per adult guest. While there is incredibly apparent value in experiencing traditional museums, the truth is that the cost of attendance can be far too high for many families and individuals.
Community-led art experiences are an incredible opportunity for thousands of people to see art in a new way. These experiences are also frequently free to attend, making art more accessible for the masses. However, there’s another benefit to these kinds of experiences that goes beyond the individual.
U.S. cities are also experiencing continued strain as they rebound from the negative economic impacts of the pandemic. The WFH Research Group from Stanford University shared that New Yorkers are spending at least $12.4 billion less a year due to fewer days spent in the office and San Francisco is losing money as its population increasingly moves to neighboring counties. So, as cities struggle, city officials must prioritize reinvesting in local economies and bringing people back into the communities they’ve grown to love. With a demand for unique art experiences, immersive art installations are exactly the kind of events that can simultaneously meet consumer cravings and improve local economies.
From Coast to Coast, Immersive Art Reinvigorates City Life
In Binghamton, New York, the LUMA Projection Arts Festival brings 40,000 to 50,000 people annually to witness the transformation of local buildings into incredible works of art. Through projection mapping, artists and showrunners convert downtown’s buildings into expansive canvasses for artists to display their latest designs.
AV technology helps integrate art, visual storytelling, and music into a single immersive experience that visitors can enjoy. From powerful laser projectors and lenses to easy-to-use content management software, technology is bringing new and exciting experiences to large audiences. Since 2015, the festival has brought artists, engineers, local volunteers and business owners, and designers together to create a strong bond within the city.
Canal Convergence in Scottsdale came together with one common goal – to give its communities a chance to experience beautiful artwork while boosting city life. Courtesy / Canal Convergence & David Blakeman
Across the country in San Francisco, Let’s Glow SF celebrated its third annual exhibition this year. In 2022 alone, the immersive art show generated $3 million in economic impact in the downtown area over its run of 10 days. An array of 13 local and international artists participated in the event, lighting up their artworks across downtown facades from the Ferry Building to the Salesforce Tower and more. Hosted by the Downtown SF Partnership and organized by A3 Visual, the event continues to run as part of a citywide effort to re-activate downtown’s programming as a form of placemaking across the city.
Other events like Canal Convergence in Scottsdale and the Napa Lighted Arts Festival all come together with one common goal – to give their communities a chance to experience beautiful artwork while boosting city life.
The Future of Community Engagement Is Bright
The rise in immersive art makes exploring artistic expression more accessible than ever before. When our most creative minds get the opportunity to work with emerging technology, it changes the way we make art and tell stories. Local, immersive art experiences not only usher in more avenues for artists to bring their art to life, but they also expand the horizons of viewing audiences. While traditional museums serve important purposes and push their own boundaries, outdoor art experiences truly know no bounds. Artists can now embrace larger canvasses and also look at ways to engage audiences in new ways by incorporating sound and interactivity. Technology is transforming how people view and experience art and is taking the audience experience to new heights all over the world.
Jared Darensbourg is the National Live Events Manager at Panasonic Connect North America.
