Art festival partnerships benefit Park City
August 5, 2011
Last year the Kimball Arts Festival added in $10.6 million to Park City’s economy, according to a study conducted by the Kimball Art Center.
This year, the Arts Festival is expanding through strategic partners to not only bring in more money, but also attract more people to Park City, said art center executive director Robin Marrouche
"Next to Sundance, we are the second largest event of the year in Park City," Marrouche told The Park Record. "We want to become the Sundance of the summertime, and something that Sundance has done really well with their longer 10-day festival is they have come up with a myriad of things to do.
"What comes out of Sundance into Park City is economic impact, tourism and a reputation as a place of artistic endeavor," she said. "The Kimball Arts Festival wants to brand Park City as an art destination for art lovers, foodies and cultural tourists."
The foundation for that goal has already been laid, Marrouche said.
"We are aligned as a community and I’ve had several meetings and conversations with the Chamber/Bureau, other nonprofits and for-profits about how to brand Park City as an art destination in the summer when we are known as a ski resort town," she said. "The Arts Festival is one of the cornerstone events that can do that."
The idea isn’t for tourists and Art Festival-goers to come to Park City and walk around for four hours.
"We want them to stay the whole weekend," Marrouche explained. "We want more tourism and more economic impact.
"We’re cross-marketing with the other groups such as the Utah Symphony and the Park City Performing Arts Foundation," she said. "We pooled our grant money from our tourism budget for some out-of-state marketing that will highlight weekend packages, so people can go to the Utah Symphony or hear some other concerts and stay at Deer Valley for a special rate. If we’re all aligned in the same goal and specializing in different things, how can we lump them into a tourism package, and how do we tell the story that says, ‘We are the place to be in August.’"
The campaign targets places that are hot, Marrouche said.
"We’re looking at Phoenix and Southern California," she said. "We want to entice them to get out of the heat and come to the mountains where it’s cool. We want them to enjoy the climate and eat at a fantastic restaurant and experience live music and visual arts."
In addition to the art festival’s live music performances presented by Mountain Town Music on the main stage and at Miners Park, Deer Valley’s Snow Park Amphitheater will be the scene for two more Festival After Dark performances The Utah Symphony’s Deer Valley Music Festival presentation of Broadway Rocks on Aug. 6 and the Park City Performing Arts Foundation’s Big Stars, Bright Night’s concert with Playing for Change on Aug. 7.
Also, Downstairs nightclub will offer an array of live music and DJs throughout the weekend.
Another event that expands the Kimball Arts Festival experience is the free Sundance screening of the Thierry Guetta documentary film "Exit Through the Gift Shop" at City Park on Aug. 6.
"The Park City Film Series is joining up to provide the concessions, so it’s a joint venture with Sundance, Park City Film Series and the Kimball Art Center," Marrouche said. "Also, the restaurants have all these decks that are outside, which gives Main Street an elegant look to the festival. Our Taste of Art program is partnering with our culinary friends, all of which will specialize in what they do and showcase the best they have to offer during Art Festival weekend, too."
Even the Gaden Shartse Cultural Foundation’s Tibetan Monks, who will present their cultural and theatrical production "Journey to the Roof of the World" at the Jim Santy Auditorium that same night, have gotten into the picture.
"They came to us and asked us how they can get the word out, and we put them in our Festival After Dark program," Marrouche said. "Who wouldn’t want to come to Park City on this weekend when you can do all of this?
"I have a philosophy of collaborating and we have partners with different strengths for a complete package," Marrouche said. "Clearly Park City will benefit from all of us working together."
Festival After Dark
The Kimball Arts Festival Festival After Dark partnerships keeps the Kimball Arts Festival experience going after hours, all weekend long.
The Famous String Dusters, Canyons Resort, 6 p.m., free
Sundance Film Screening, "Exit Through the Giftshop," City Park, 9 p.m., free
Tibetan Monks, "Journey to the Top of the World," Jim Santy Auditorium, 1255 Park Ave., 7:30 p.m., $15 to $20 donations accepted
Deer Valley Music Festival, Utah Symphony and Broadway Rocks!,Snow Park Amphitheater at Deer Valley, 7:30 p.m., $60 to $85, (801) 355-ARTS or (800) 451-2787
DJ R.O.B. from Las Vegas, Downstairs, 625 Main St., 8 p.m., $10, http://www.ticketcake.com
Big Stars Bright Nights concert, Playing for Change at 7 p.m., Snow Park Amphitheater at Deer Valley, $35 to $65, (435) 655-3114
Kimball Arts Festival closing party with the Ashlee K. Thomas Band, Downstairs, 625 Main St., 8 p.m., no cover, http://www.ticketcake.com
The Kimball Arts Festival will run through Aug.7. Admission is $10 for adults and free for children ages 12 and younger. For more information, visit http://www.parkcitykimballartsfestival.org.