Arts consumers' place-visioning as a tool for planning creative neighborhoods

Neighborhoods in the urban context have varied stages of life-cycles, from emergent areas through to hyper-developed locales. These neighborhoods depend upon both visitors and residents to secure their revenue and foster economic growth. Arts and entertainment events are popular interventions in the municipal toolkit, often including art fairs, gallery walks, and music festivals, which can build social networks and foster connection to place. This study integrates the data from 1,111 usable survey responses gleaned from three arts-related events: a monthly gallery hop, an annual art fair, and a recurring music-based festival. These occurred in three neighborhoods in Columbus, Ohio: (1) Short North, a neighborhood that has fostered a well-known brand as an arts and cultural destination; (2) Downtown, a neighborhood in which large anchor arts institutions and performance venues are located; and, (3) Franklinton, a neighborhood in the process of establishing an identity by using arts and culture as a focal point. Respondents were queried as to their vision regarding a variety of creative aspects of the three neighborhoods. We ask, what can we learn from these potential consumers of culture with regards to the optimal development and creative sector offerings of these neighborhoods? Can the opinions of demand-side individuals inform municipal cultural policy decisions? Understanding that neighborhoods have varied life-cycles, what are ways that urban planners, developers, and municipal actors could utilize survey data to strategize for a city's long-term growth? While we found common preferences for social spaces, arts events, and craft food and beverages across all locations, the data revealed that arts and culture is viewed by respondents differently in the three neighborhoods. It is seen as entertainment in the Short North, as an amenity Downtown, and as a lifestyle in Franklinton. Policy recommendations integrate the concepts of creative placemaking, place-visioning, community engagement, and policy learning and adaptation-all with the goal of matching strategies to consumer preferences.