What is it about?
This paper aims to look at the nature of the relationship between the marketing of the contemporary visual arts, cultural tourism and city and urban regeneration. This exploratory study of the marketing of the contemporary visual arts in Leeds has, as its background narrative, the emergence of BritArt.
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Why is it important?
The growth of contemporary visual arts provides the context for a case study of the Northern Art Prize, which was first awarded in 2007. The study found a number of factors for success that can aid urban renewal and city regeneration. Private sector marketing expertise levered into the management of the project was one critical success factor. Another was that private sector funding freed up marketers and artists and allowed risk-taking. Participants highlighted a lack of vision for the contemporary visual arts in the city and region and a strong desire for new collaborative working and new governance structures for the delivery of arts marketing and cultural tourism.
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This page is a summary of: Leeds and the Northern Arts Prize, Journal of Place Management and Development, October 2014, Emerald,
DOI: 10.1108/jpmd-11-2012-0040.
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