Red Brick District
Staunton Establishes Arts and Culture District
The business of culture: growing the arts community
STAUNTON, VA, October 2, 2009 – The City of Staunton, in conjunction with the Arts and Culture Council of Staunton, announce the formation of a new overlay district ordinance -- designed to recognize, strengthen and promote the local arts community. The district will officially launch October 17th.
Over the last decade, Staunton has become home to a growing cluster of arts, historic and cultural organizations. Recognizing that the identity of a branded district is stronger than any of its individual components, leaders of these groups initiated a grassroots campaign to form a coordinated local art and culture district. The creation of a local arts district was made possible when the General Assembly passed, and the Governor signed, enabling legislation earlier this year.
Passage of the local ordinance followed months of discussions between city officials and the local arts and culture community, with the support of the Staunton Downtown Development Association (SDDA) and the Staunton Convention & Visitor’s Bureau (CVB.)
The district will serve as a marketing tool for the arts community to attract locals and visitors to cultural events. Goals of the district include:
§ Increase community awareness, knowledge, and support of arts and culture
§ Stabilize and expand existing arts organizations
§ Enable and encourage collaboration within the cultural community
§ Recruit new organizations to relocate to or start up in the area of the district
§ Encourage the opening of complementary businesses
Economic Development Asset
The new arts and culture district will serve as both an economic development and tourism tool. Although a relatively untapped resource in Virginia, arts and cultural districts are an increasingly popular economic development catalyst for local governments across the country.
Experts suggest that cities with thriving cultural hubs attract more residents and more desirable businesses over the long term. “There is growing recognition of a synergy between economic and creative forces, and we want to be on the forward edge of this movement,” says Amanda Huffman, Assistant Director of Economic Development.
Staunton’s Arts and Culture District will be used in conjunction with the Main Street District, the city’s Historic Districts, and the Enterprise Zone District as part of Staunton’s overall revitalization strategy. The districts roughly correlate geographically.
Red Brick District Name
The Arts and Culture District will be known as the Red Brick District. The name showcases the historic, walkable nature of the district while celebrating its distinctive charm and placemaking potential.
"The name Red Brick District is fun, memorable, and unique, and gives a tactile feeling for the unique atmosphere of the area through the metaphor of its red brick sidewalks and historic buildings, a metaphor that simultaneously suggests walkability and historic charm,” says Erik Curren, Chair of the Arts and Culture Council.
“The Red Brick District will add another important layer to the Downtown Service District creating a marketing opportunity for both tourism and local awareness of Staunton’s cultural depth,” adds Julie Markowitz, Executive Director of the Staunton Downtown Development Association, “In addition, the designation will provide a forum for arts organizations to work cooperatively, share resources and create a synergy for the individual artists, arts and cultural organizations and for the community.”
“Establishing the Arts and Culture District helps continue Staunton’s leadership in promoting culture to improve residents’ lives, attract tourists and make a positive economic impact. In today’s economy, the new district will be an even more valuable tool to help local residents and businesses to thrive.”
- Erik Curren, Chairman of the Arts and Culture Council; and Director of Marketing at the American Shakespeare Center
“Through the creation of the district overlay, we want to encourage economic sustainability, reinforce our unique artistic identity, provide community building through participation in the arts and culture, and enhance overall quality of life.”
- Bill Hamilton, Director of Economic Development
“Staunton’s growing cultural momentum is gaining the respect of both residents and visitors. Cultural tourists stay longer and spend more, and we’ve historically had a strong interest from this group. We anticipate that the formation of the new district will help drive even more traffic to Staunton.”
- Sheryl Wagner, Director of Tourism
Definition: Cultural Districts
“Cultural districts are generally defined as geographic areas of a city where there is a high concentration of cultural facilities, arts organizations, individual artists and arts-based businesses. Cultural districts involve long-term vision, planning, and commitment and should capitalize on regional assets that are specific to the cultural, economic, and social issues of the community.”
--Americans for the Arts
Participating Stakeholders
Established in 2008, the Arts and Culture Council of Staunton is dedicated to supporting the fine and performing arts as well as cultural offerings in the city. The group led the successful effort to establish Staunton’s Arts and Culture District, one of the first active cultural districts in Virginia.
Members of the council include groups performing live theatre and music; galleries and artists offering painting, sculpture, and crafts; and museums and historic sites. These stakeholders are united in their desire to preserve and enhance Staunton’s unique arts and entertainment offerings:
· American Shakespeare Center’s Blackfriars Playhouse
· Augusta County Historical Society
· Beverley Street Studio School Gallery
· Center Stage!
· Co-Art Gallery
· Gallery 234
· Mary Baldwin College Fine Arts
· Historic Staunton Foundation
· ShenanArts
· Staunton Augusta Art Center
· Staunton Music Festival
· Staunton Performing Arts Center
· Stuart Hall School
· Sunspots Studios
· Valley Symphonic Concerts
· Woodrow Wilson Presidential Library and Museum
· Wysiwyg Gallery
