October 31, 2005

Cleveland Downtown Revitalization Centered Around Thriving Arts Sector Cleveland (OH) Mayor Jane Campbell has found a winning strategy in the war against the downtown doldrums and has made Cleveland one of the most livable in America with the Sparx in the City program. A citywide collaboration between over forty organizations, Sparx in the City takes a three-pronged attack against boredom by providing an exciting sidewalk entertainment series, an art walk and two new guides that direct residents and visitors to Cleveland’s hidden arts gems. Sparx Street Beats is a sixteen week entertainment series that presents some of the best of the Cleveland performing arts scene on downtown sidewalks free of charge.

Meanwhile, the Sparx Gallery Hop features free exhibits at over 100 galleries, studios, arts festivals and institutions over a single weekend. Finally, to let the public know what’s going on downtown, the city publishes. The Sparx Visitor Guide and the Cleveland Gallery Guide, two new guides focusing on smaller cultural venues in the area. The Sparx Visitor Guide is a free calendar listing all the art walks, arts festivals and outdoor performance happenings at the street level, while the Cleveland Gallery Guide lists all the retail galleries, individual artist studios and visual art institutions across eight city neighborhoods. Together, the elements of the Sparx program are livening up the Cleveland downtown.

Mayor Jane Campbell made it clear that she was interested in seeing the arts sector thrive, especially in the context of economic development. Upon hearing a detailed case that many merchants, especially arts-based businesses, were suffering from the lack of a downtown marketing effort, Campbell made the Sparx program a priority of her administration and immediately offered fiscal support, public endorsement and human resources.

Since the inception of Sparx in the City, the City of Cleveland has contributed thousands of dollars in capital and services, assigned liaisons from the Services and Special Events Departments to provide permits and street services, and produced highly successful mass communication to employees and citizens. Campbell’s most important contribution, however, continues to be her advocacy, which draws the major partners and commercial sponsors that are critical to the growth of the program.

Since its inception, the Sparx program has been a partnership between arts entrepreneurs, community development agencies, foundations, corporations and the city government. The revenue model focuses on investments from organizations that have a vested interest in making downtown Cleveland livable. However, this year’s program is placing more emphasis on earned income tactics, like Gallery Hop participant fees and Sparx product sales, that will ensure the merchants and the general public see themselves as stakeholders in downtown street life.

The Sparx program is also working with organizers of the proposed Business Improvement District (BID) to consider how those sources may contribute to some aspect of the initiative in 2006. While the Sparx program requires close to $220,000 for basic operations, in-kind contributions from community partners ensures the programs effectiveness and impact.

Sparx in the City aims to leverage the interests and assets of the arts and merchant communities on each other to create a more compelling downtown experience, a goal that will result in a stimulated local economy, a supported arts community and a higher level of civic pride. The program has provided residents, visitors and workers with amenities that were not provided earlier, has boosted economic growth by attracting visitors, supporting small businesses and creating jobs for arts entrepreneurs and has generated several hundred thousand dollars worth of positive publicity for Cleveland. Finally, the Sparx in the City program successfully links arts services with the needs of the business community by showcasing performance groups for prospective clients and officially promoting groups through an “entertainment booking team.”

Practically, the City of Cleveland has found that it’s important to make clear that performers were working under the auspices of the Sparx Street Beats to ensure they were not confused for “buskers,” or street performers working for tips. Bold signage was required to make clear to the public that the performers were working for the city and were not just a step above panhandlers.

One of the most important lessons the City of Cleveland has learned from Sparx in the City is how to bring together different groups to improve the entire community. To make Sparx in the City necessary, it was vital to bring different groups in the community together, providing the City with a model for other community initiatives with regards to communication, fundraising and mutual beneficiaries. Most importantly, it was necessary to recognize and nurture individual champions from the private sector who are willing to invest their own time, money and talent to execute innovative ideas. Much like ambassadors, Sparx in the City organizers have become visible boosters and connectors for Cleveland.

For more information on Cleveland’s Sparx program, contact Ms. Kim Whitlow, Executive Assistant to the Chief of Staff, Mayor’s Office, 601 Lakeside Avenue, Cleveland, Ohio 44114. Phone 216-664-4272; Fax 216-664-2815.