2018-171 Cultural District OverviewDate: November 16, 2018 Report No. 2018-171
INFORMAL STAFF REPORT
TO MAYOR AND CITY COUNCIL
SUBJECT:
This is a brief summary providing information about Denton’s possible participation in the Texas
Commission on the Arts’ (TCA) Cultural Districts Program.
EXECUTIVE SUMMARY:
In early 2018, Council directed staff to look into Denton’s participation in the Texas Commission
on the Arts’ (TCA) Cultural Districts Program. Between May and August, an informal group of
stakeholders met several times to discuss the idea of a cultural district in Denton and some of the
details necessary for formation. The 2019 cultural district application cycle begins in January with
the submission of a letter of intent and ends in June with submission of the full application. While
staff can complete portions of the application, a consultant will need to be engaged to assist with
certain critical components. Prior to work beginning on the application, staff needs further
direction from Council on the boundaries of the cultural district and the composition and structure
of the cultural district committee.
BACKGROUND:
In late February 2018, staff presented a work session to Council regarding the TCA’s Cultural
Districts Program. Council expressed interest in the program, and directed staff to begin next
steps, including:
• Researching cultural districts in other communities
• Gauging interest of key stakeholders in participating in the cultural district
planning/formation process
• Determining possible boundaries of a cultural district
• Determining level of funding, funding sources, and staff resources necessary to form and
maintain district
• Developing initial plan and timeline for application
Staff researched eight existing cultural districts in DFW and other areas of the state (Exhibit 1).
The formation process, funding, management, and goals of these districts vary widely.
Between May and August, an informal group of stakeholders met several times to discuss the
idea of a cultural district in Denton and some of the details necessary for formation. These
stakeholders included artists, musicians, business owners, developers, historic property owners,
and representatives from UNT, TWU, Greater Denton Arts Council, and the Convention and
Visitors Bureau. Staff from Economic Development led the meetings, and Development Services
staff also attended.
The first meeting involved a discussion of the statewide cultural district program, possible
boundaries for the district, and a brainstorming session on a cultural asset inventory within the
Date: November 16, 2018 Report No. 2018-171
proposed boundaries. The second meeting covered possible district names, along with potential
mission and vision statements. The third meeting concerned the structure and composition of a
cultural district committee, pre-application community engagement, a SWOT analysis, and
budget considerations.
The cultural district application cycle requires a letter of intent due January 30, 2019. The
completed application is due June 15, 2019. The application is attached as Exhibit 2. While staff
can complete certain portions of the application, a consultant will need to be engaged to facilitate
the necessary public meetings and focus groups, develop a detailed cultural district plan, and
develop a detailed cultural district marketing plan, all of which are necessary for the application.
Staff estimates the consulting costs will range from $25,000 to $30,000.
The following is an approximate timeline of the steps needed to complete the application:
January 30, 2019 – deadline to submit letter of intent
Mid-February – consultant engaged
March – public meetings and focus groups
April/May/June – development of cultural district plan and marketing plan; completion of
application
June 15, 2019 – deadline to submit completed application
In January or February 2019, staff will seek Council direction on the boundaries of the cultural
district and the composition and structure of the cultural district committee.
CULTURAL DISTRICT PROGRAM BACKGROUND:
The 79th Texas Legislature authorized the Texas Commission on the Arts to designate cultural
districts in cities across the state. Cultural districts are special zones that harness the power of
cultural resources to stimulate economic development and community revitalization. These
districts can become focal points for generating businesses, attracting tourists, stimulating cultural
development, and fostering civic pride. Designated cultural districts are eligible for grant funding
from TCA for cultural tourism projects.
Cultural districts are formed around an existing concentration of “cultural assets” clustered in a
walkable area that a city wants to promote to visitors and residents. Cultural assets include
performances and exhibitions, creative activity, architecture, and historical offerings. Cultural
districts do not obligate property owners within the district to any type of additional regulations.
Thirty communities – ranging in size from Houston to Alpine – have cultural districts. The
application process through TCA is done on an annual basis, and not every application is
approved. In-depth planning is required prior to the application being submitted, and support
from local political and arts leaders is critical. The application requires that the community’s
Date: November 16, 2018 Report No. 2018-171
capacity for ongoing funding and management of the district be clearly demonstrated. If a
community’s application is approved, an annual report on the district must be submitted to TCA
and reapplication is required every 10 years.
Some communities designate cultural districts at the local level instead of through TCA, which
negates the need for the application and annual reporting process. This could be accomplished
via a Council resolution designating the district. However, a cultural district with a local
designation alone is not eligible to apply for TCA grants. Two communities, Texarkana and
Dallas, designated local cultural districts first and then applied to the TCA in later years.
The TCA’s Cultural District Project Grant Program is designed for projects that focus on
significant cultural tourism projects. Requests up to 50 percent of a project’s budget, not to
exceed $250,000, will be considered; a dollar-for-dollar match is required. Eligible categories
include:
High-quality arts programming that will attract a significant number of visitors from 50
miles or more outside the community
Enhancements to the cultural district to make it more accessible, attractive, cohesive-
looking, and safe for visitors
Improved signage and wayfinding for the district
Promotion of the district; this may include the district’s website, branding, and marketing
Organizational support for the management and operations of the district
TCA administrators have identified the following common traits among successful cultural
districts that may serve as indicators of potential success in new districts:
Unique and authentic identity
Political and community support
Strategic partnerships
Inclusive cultural strategic planning
Artists are partners
Sustainable artist live/work spaces
Anchor institutions and special events
Strong amenities
Local developer/s committed to the cultural district
Marketing and promotion efforts
CONCLUSION:
Denton is fortunate to have a wealth of cultural assets, a cultural district would be a new way to
embrace and promote those assets for economic development and cultural tourism, as well as
opening up a new avenue for grant funding. The application process is complex and will require a
significant investment of staff time as well as the engagement of a consultant.
Date: November 16, 2018 Report No. 2018-171
ATTACHMENT(S):
Exhibit 1 – Research on existing Cultural Districts
Exhibit 2 – Cultural District Application
STAFF CONTACT:
Caroline Booth
Director of Economic Development
(940) 349-7751
Caroline.Booth@cityofdenton.com
CITY YEAR OF
FORMATION
HOW LONG DID THE
PROCESS TAKE?
SIZE OF DISTRICT
(SQUARE MILES OR
BLOCKS)
ORGANIZATIONAL
& MANAGEMENT
STRUCTURE
ANNUAL BUDGET SOURCES OF FUNDING STAFFING SUCCESS METRICS PRIMARY BENEFITS TO
COMMUNITY CHALLENGES LOCAL DESIGNATION ALSO?
Arlington 2016
Original people who submitted
the bid are no longer involved.
Since the time the distinction
was awarded by the State,
nothing further has been done
to market the cultural district
designation.
Encompasses the "BID" district
downtown
Governed by a Board of
Directors Zero No fees as of now. No funding.
The Downtown Arlington Management Corporation,
which is a private, non-profit community
development organization, provides one staff person,
which is also the Executive Assistant to the President
& CEO.
Having obtained the Texas Cultural District
designation.
"To forge alliances between property
owners, business interests, residents and
the City of Arlington to improve and
enhance the economic vitality and overall
environment of Downtown Arlington."
Competition between the
Downtown Arlington Management
Corporation and the Arlington
Chamber.
No
Dallas 1984
"The Dallas Arts District is the
largest contiguous urban arts
district in the nation." --
20 Square Blocks
Nonprofit advocacy
organization for the Dallas
Arts District and Board of
Directors.
Unknown
Nonprofit 501(c)(3) organization and is funded by
grants, voluntary membership (membership
levels ranging from $65 to $1000 with discounts
at local performing arts venues), dues,
sponsorships and donations.
Downtown Dallas, Inc., a nonprofit organization that
serves as an advocate for downtown Dallas.
The Dallas Arts District's mission is to enhance
the value of the city’s creative and economic life
by engaging artistic, educational and commercial
neighbors through excellent design, practices
and programs.
The Dallas Arts District enhances the value
of the city's creative and economic life. Unknown Unknown
Fort Worth
History goes back to 1894, when K.M. Van Zandt,
an early community leader and farmer, and
whose farmland now constitutes the Cultural
District. The Cultural District is home to major
museums, including the Modern Art Museum,
Fort Worth Museum of Science and History,
Kimbell Art Museum, and the Will Rogers
Memorial Center
info not available
Plano 2016 A little of more than a year. 24 square blocks
The City completed the
application. One staff
person was dedicated to
the task - the Cultural
Administrator
Funding mechanism -
primarily from PID, TIF
funds helped to restore
the arts venue. 10k comes
from the memberships
and sponsorships revenue
Annual Membership fees $100 for merchants and
$25 for downtown residents. Grants. City staff
cannot apply for grants so that's where the Plano
Arts Coalition comes in and applies for grants -
for instance the PAC came in and applied for
grants for murals. For examples see
Planomural.com
Partnership between City Staff, The Historic
Downtown Plano Association, and the Plano Arts
Coalition
Being able to bringing everyone together - once
City Council passed the resolution that we want
our downtown to represent the arts, everyone
circled around the idea.
Grants, outside funding, official validation
of the district, marketing, etc.
"Trying to get everyone over their
ego."
No local designation. In 2000 the
downtown area was on an upswing - this
is when DART and the light rail came
through, which brought more apartments
and merchants. Once the area flatlined,
that is when the effort to revitalize the
area took effect, which then led to the
application for the official designation.
Austin 2013 6 months to complete and
submit application 6 Square Miles "Six Square"Board of Directors $300k per year plus grants
City Funds through Economic Development $300k
per year. Additional grant funds - National
Endowment of the Arts, local donations. Austin
Sports Commission & Visit Austin
4 full time staff members, Partners with Leadership
Austin, and Volunteer Committees
Graduate student to help establish. Established
Partnerships. Kate Singleton (preservation).
Founding Executive Director did a wonderful job.
Marketing has been successful. Robust social
media.
Maintaining the historical value of the
area that defines the "Six Square" miles.
Culturally relevant events for cultural
tourists.
1. Would like to have a Cultural
Land Grant for long term residents,
so they can remain in the Six
Square district. Otherwise,
residents will be priced out of the
market. 2. Working to define "What
are you known for"…need to clearly
define. -- For instance the "Red
River District, which does not hold
the State of Texas Cultural District
Designation is more widely known
as a place for great music.
Not a local distinction per say, but Six
Square has been an African American
neighborhood since 1928.At that time,
African Americans were forced to locate
in this area of Austin. It has been
vernacularly known as "Central South" to
the residents of Austin.
San Angelo 2009 Less than a year 200 Acres
Art Museum Staff
Headed by Mr. Howard
Taylor, Museum Director.
Mr. Howard said that "he
would be glad to come
and speak on the topic of
Cultural District
Distinction".
No Grants 2k-10k Art Museum Staff The designation itself, to have been officially
vetted by the State.
Emphasize coordination and input from
all stake holders and thoughtful
management and marketing with the
intent to increase the livability and
economic well-being of the entire Concho
Valley.
Funding, local politics, and you will
need one major art entity. No
This cultural district was difficult to track information. I spoke with the Fort Worth Main Street Association, they could not
provide information. I spoke with the CVB, they pointed out the general area known as the cultural district, but did not
know and of the particulars of the state designation. I also spoke with someone from the Fort Worth Cultural District
Alliance, but they represent a local district distinction not designated through the State. The information that I found was
through google search. Of the cities that I contacted, this was the least organized.
Waco 2016
5 Months -- Who wrote
Waco's application?
A Cultural District Task Force
was gathered. Its members
represent Waco's civic,
cultural, education, business
and community interests. This
group is now known as the
Cultural District Committee.
Students from Baylor Film &
Located within Waco PID No. 1 -
approximately 100 city blocks
See page 16-17 of
attached "WACO -
Management structure of
Cultural District
Committee".
See attached, page 24 -
"Developing and
sustaining the cultural
district"
In order to fund the bid to be a Texas Commission
on the Arts Cultural District they sold hand
painted totes, created by a local artist, at $20-60
each.
https://www.creativewaco.org/bag-sales
The Board of Creative Waco is the lead organization
and is responsible for financial oversight, program
approval, implementation, evaluation, and the
updating of the Cultural District Strategy.
Deliver measurable impact in areas of
community-wide strategic priority, tourism
growth, talent retention, economic
development, and educational enrichment.
Promotion of Waco as a vibrant
cultural destination at state level
and beyond. Texas cultural
districts are promoted as great
destinations.
No
Lubbock Approx. 2008
Could not get a definite
answer. Spoke with Brook,
from the City of Lubbock. She
mentioned that the Cultural
District is in the initial stages
of re-applying for Cultural
District distinction. To her
knowledge you must reapply
every 10 years. They are
planning to re-organize their
district, because currently the
entirety of the area is not
walkable. "Always Creative.
Never Flat."
1.42 Square Miles Lubbock Arts Alliance
City run facilities have
their individual budgets,
i.e. The Buddy Holly
Center, but the remainder
of the budget is
dependent on public and
non-profit entity support.
Grant from the City of Lubbock, Supported by the
CH Foundation was instrumental in the costs
associated with the application process. Other
sources include City funds, HOT funds, public
donations, and non-profit organization funding.
Managed by Lubbock Arts Alliance
Non-profit organization
"To foster and promote educational, cultural and
entertainment programs, to include the visual
and performing arts, for the citizens of Lubbock
and the surrounding area.
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TCA Cultural District Designation Application
Application Year:
City:
Name of Cultural District:
SECTION A: GENERAL INFORMATION
1. Cultural District Management Entity (CDME):
2. Year CDME took formal charge of cultural district:
3. CDME employer ID number (EIN):
4. CDME is a: ___501(c)(3) nonprofit ____governmental entity ____other
a. If other, please describe:
5. CDME DUNS number:
6. CDME contact person:
7. CDME contact person title:
8. CDME chair/president:
9. CDME physical address:
10. CDME city, state, zip:
11. CDME mailing address:
12. CDME city, state, zip:
13. CDME email:
14. CDME website:
15. CDME phone:
16. CDME Texas Legislators:
a. Texas House:
b. Texas Senate:
17. Cultural district Texas Legislators (if district is covered by more than one, please list all):
a. Texas House:
b. Texas Senate:
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SECTION B: CULTURAL DISTRICT GOVERNANCE
1. Describe the cultural district governance structure and membership makeup:
2. Describe the qualifications of the CDME staff and leadership (particularly in managing a cultural district):
3. How frequently does this group meet?
4. Are minutes of these meetings kept?
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SECTION C: CULTURAL DISTRICT PROFILE BY-THE-NUMBERS
1. Year cultural district was established:
2. Number of annual visitors to the cultural district last year:
Take care not to double-count any organizations listed in #3 to #5:
3. Current number of nonprofit art organizations physically located in the cultural district (e.g., art museums, music,
dance, film, theater, literary arts, folk/traditional arts, visual arts):
4. Current number of nonprofit historical/cultural/natural heritage organizations physically located in the cultural
district (e.g., history museum, children’s museum, botanical garden, parks, heritage site, science museum, library):
5. Current number of arts-related for-profit businesses in the cultural district (e.g., commercial gallery, art supply store,
bootmaker, etc.):
6. Current number of artists living or working in the cultural district:
7. Current number of restaurants in the cultural district:
8. Current number of those restaurants that are locally originated (vs. chain or franchise):
9. Current number of hotels/B&Bs in the cultural district:
10. Total number of guest rooms/suites in those hotels/B&Bs combined:
11. Number of bars/clubs in the cultural district:
12. Number of bars/clubs with regular (at least monthly) live performances:
13. Number of festivals/art walks held annually in the cultural district:
14. Three biggest drawing events/exhibitions/activities in the district last year:
a.
b.
c.
15. Using Google Maps, what is the walk time, one-way between the farthest points of the district:
a. length of the district:
b. width of the district:
16. Are 100% of the sidewalks in the cultural district ADA compliant?
17. Total marketing cash expenditures made for cultural district last year (not to market individual institutions):
18. Total return on investment (ROI) of the cultural district last year:
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SECTION D: CULTURAL DISTRICT PROFILE
1. Cultural district website:
2. Brief description of the overall community where the cultural district is located (proximity to other communities,
highways, airport, economy, assets, demographics, etc.):
3. Brief description of the cultural district and how it benefits the community:
4. Describe systems currently in place for tracking visitors:
5 | Page
5. Describe how the ROI of the district is calculated:
6. What are the three biggest challenges for the district?
SECTION E: ASSETS & AMENITIES
1. Describe the current artistic assets of the cultural district (may include arts, entertainment and cultural organizations,
local performing arts organizations, museums, commercial galleries, artist studios, arts schools, cinemas, and other
entertainment facilities):
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2. Describe the other cultural assets in the cultural district (Cultural assets can be material, immaterial, emotional, or even
spiritual. Examples are historic properties, events, heritage sites, gardens, libraries, parklands and even stadiums. Stories, too,
might be cultural assets if they are attached to particular peoples and places.):
3. Describe the visitor amenities in the cultural district (hotels, restaurants, bars, shopping, etc.):
4. Describe the current and ongoing events and activities occurring in the cultural district, noting when the event
began and providing some information about the audience and the event (exclude from this section any events that
are planned and have not yet occurred):
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5. Describe the visitor navigation and transportation options in and around the cultural district (parking availability,
biking, public transportation access, wayfinding, etc.):
SECTION F: CULTURAL DISTRICT PLANNING
1. Describe the assessment that was conducted prior to the creation of the cultural district plan. Describe how the
general public, artists, arts organizations, cultural entities, business representatives, and government
representatives were involved in the needs assessment.
2. Describe the assessment of the artists living and working in the cultural district and the amenities available to them
(studio space, affordable housing, rehearsal and art making space, etc.).
8 | Page
3. Describe the planning process and who was involved. Discuss how the assessment was used and if an outside
consultant was used in the creation of the plan. Make sure to describe how focus groups and/or public meetings
were utilized to gather feedback on the preliminary planning documents. Include a description of proposed events
and activities for the cultural district, noting how the event fulfills a need, what audiences will be targeted, and
when the event is expected to occur.
4. What is the vision for the cultural district?
5. What is the mission of the cultural district?
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6. List five goals that resulted from the cultural district planning process (the plan should cover a five-year period and
include a timeline, staffing, and resources required for each goal):
SECTION G: MARKETING THE CULTURAL DISTRICT
The primary goal of any cultural district is to attract visitors to the activities and programs that occur in the district.
Summarize the top five marketing strategies for the cultural district outlined in the separate marketing plan document:
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SECTION H: FIVE-YEAR BUDGET FOR CULTURAL DISTRICT
NOTES: Budget should include funding to achieve planning and marketing goals described in application.
ALL of the funds reflected in this budget should be CASH that flows through the financial books of the CDME
INCOME Year 1 Year 2 Year 3 Year 4 Year 5
Earned Income
Admissions, box office
Fees
Interest
Other earned income
(describe on next page)
Private Income
Contributions
Foundation support
Other private income
(describe on next page)
Carry over cash from previous year
Government Support
Local government support (HOT)
Local government support (General Fund)
State government support
Federal government support
Other government support
(describe on next page)
TOTAL INCOME
EXPENSES Year 1 Year 2 Year 3 Year 4 Year 5
CDME, salaries, benefits, contracts
Artistic salaries, benefits, contracts
Facility and CDME operations
Marketing and promotion costs
Program and event costs
Capital expenditures
TOTAL EXPENSES
SURPLUS/DEFICIT
(explain on next page)
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Notes to the budget (break out the detail of the budget and give a description of each category)
List any commitments for in-kind/donated services such as public relations, marketing, facilities, etc. (These may
include contributions and things that do not run through the financial books of the CDME)
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SECTION I: ASSURANCES PAGE
Assurances
If designation is granted, the applicant hereby gives assurance to the Texas Commission on the Arts that:
1. The activities and services for which designation is sought will be administered by the applicant organization;
2. The applicant agrees to complete annual reports and submit to a reauthorization process at the end of each ten-
year period in order to remain a TCA designated cultural district;
3. The applicant has read, understands, and will conform to the intent outlined in the Guide to Programs and Services;
4. The applicant will comply with Title VI of the Civil Rights Act of 1964, with labor standards under Section 5(j) of the
National Foundation of the Arts and Humanities Act of 1965, with Section 504 of the Rehabilitation Act Amendments
of 1974, with Title IX of the Education Amendments of 1972, with the Americans with Disabilities Act of 1990, with
the Age Discrimination Act of 1975, and with the Drug Free Workplace Act of 1988;
5. The applicant will comply with Section 10(7)(b) of the Commission’s Enabling Legislation, which prohibits the
Commission and its grantees from knowingly fostering, encouraging, promoting, or funding any project, production,
workshop, and/or program which includes obscene material as defined in Section 43.21 Penal Code of Texas;
6. If the applicant is a nonprofit entity as defined by the I.R.S., an educational institution, or a unit of government, the
application has been duly authorized by an authorized official for the applying organization.
X_________________________________________________________
ORIGINAL SIGNATURE
Name of Authorizing Official:
Title of Authorizing Official:
Mailing Address:
City/State/Zip:
Email:
Phone:
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REQUIRED ATTACHMENTS:
1. Audiovisual sample: Think about your AV as a combination of a virtual visit to the district and a graphic version
of this application. Spend time developing these materials. Evaluators will get as much (or more) information
from your AV materials as they do from your written application. Quality counts! Evaluators use AV to judge
Artistic Quality (50 out of 100 points - half of your score). Make sure your AV tells the whole story of the cultural
district. This is your opportunity to show the cultural district using pictures, video and story. Think about this as a
way to introduce your cultural district to visitors. The evaluators will view NO MORE than five minutes, so make
sure that the audiovisual material fits within the time limit.
2. A map of the city.
3. A map of the cultural district.
4. A resolution or letter of endorsement from City government.
5. CDME policy and commitment to accessibility and the ADA.
6. CDME board/committee roster with titles and affiliated organizations or institutions included.
7. Detailed cultural district plan including plans for sustaining the cultural district for five years (25 pages
maximum). Must include SWOT analysis: strengths, weaknesses, threats and opportunities.
8. Detailed cultural district marketing plan for five years (15 pages maximum).
9. List of pertinent web links (focus on premium art and cultural organizations, unique things, events, and area
amenities that are important to attracting tourism).
10. Signed Assurances Page (application original must include an original signature).
Optional attachments:
• Resolution or letter of endorsement from County government
• Between 3 and 5 unique letters of support and commitment for the cultural district
APPLICATION DEADLINE: June 15 (postmark deadline)
Mail the original application and six copies to:
Cultural Districts Designation Program
Attention: Jim Bob McMillan, Deputy Director
Texas Commission on the Arts
PO Box 13406
Austin, TX 78711-3406
OR Courier the original application and six copies to:
Cultural Districts Designation Program
Attention: Jim Bob McMillan, Deputy Director
Texas Commission on the Arts
920 Colorado, Suite 501
Austin, TX 78701
Questions: Jim Bob McMillan, 512/936-6572 or jbm@arts.texas.gov