Savannah as an Art & Culture Economy “Igniting Savannah’s Startup Culture”
“...we are not in Savannah to change it. Improve it here and there, but there is a reason why we are here: because it’s fantastic! There are things we can improve upon, but you don’t want to change the overall dynamic of the city.” Ashley Bowersox, Thinc Savannah
Igniting Savannah’s Art and Culture Economy: Introduction
The Business Practicum and the Marketing Strategies classes at the Savannah College of Art and Design collaborated to conduct a contextual study that documents the current state of the art and culture economy in Savannah, and how it might be supported to grow. The project is based on the principles of networks, business models, and cooperation as tools for businesses and design developers to keep working in the Savannah’s creative economy. The purpose of this study is to define the “art and culture” economy of Savannah and provide a set of actionable solutions that contribute to its growth.
“I fell in love with Savannah.” Lisa Bradley, Savannah Clay Spot
Criteria Our general criteria to select an asset that belongs to the art and culture economy in Savannah is a business that: is primarily based on local production and consumption, was founded in Savannah, is locally owned, and consumes and contributes to the community in some way.
Retrievable at: https://maps.google.com/maps/ms?vps=2&hl=e n&ie=UTF8&oe=UTF8&msa=0&msid=213407610771251713679. 0004bc657738565bc0a89
We didn’t know who our neighbors were, and weren’t part of a community. [In Savannah] We got this mentality that we would be part of a smaller community here that was vibrant and we could affect it.” Jake Hodesh, Creative Coast
What’s your business? Potential business owners see Savannah not only as a beautiful city, but also as a promising place to start their businesses and be successful. Our survey suggests that after 2005, Savannah has been more active for start ups than ever before. However, high rental prices downtown affect the kind of business that populates them. Many owners have found their niche and neighborhoods that fit their customers and business model.
“Savannah wears her all of her problems on her sleeve. You can see all of the issues, they’re out in the open. You know what the problem is, so now, what do you do to fix it?” Ashley Bowersox, Thinc Savannah
Can you tell us a little bit about your business (or creative practice)?
Bull St Abercorn St
W. Boundary
Broughton St
Liberty St
Why Savannah? Why did you pick this area of Savannah?
• ThincSavannah 2009 A&D • The Creative Coast 2005
Historical
A&D
A&D
A&D
A&D
A&D
• Fabrika 2009 • Wooden Sheep 2009 • French Knot 2007
• The Muse Art Wearhouse 2010 • AWOL 2004 A&D
• The Sentient Bean 2001 • The Brighter Day 1978
Victorian District • Crepe A Diem 2011 • SeeSaw Wall 2012
A&D
Sample:
A&D A&D
37th st
Food and Beverage
A&D
• Starland Design Center 1998
Meeting Place
A&D
• Graveface 2005
Victory
• Desotorow Gallery Inc 2008
• Dilated Spectrum Creations 2009 • The Southern Pine Company 1985
A&D
Starland District A&D
• Green Truck Pub 2010
• Back in the Day 2002
Art and Design Derenne Ave
80’s
1990
1995
2000
2005
2012
West
East
South side
“Savannah’s strong suit is that you have that juxtaposition of the old aesthetic but there is this amazing collection of creative people that are doing really great things. We have a great way of storytelling.” Matt Hebermehl, SeeSAW
What’s Savannah’s start up culture? There are two strong opinions regarding the start up culture in the city. The context provides numerous opportunities, mentors, space, hospitality, and local materials that could benefit new businesses, and many creative entrepreneurs feel that it is very conducive to starting businesses. However, we found that even owners who put their all into their start up still faced political barriers and less than supportive conditions in the city.
“I think it’s two questions: Do we have funding for start ups here? No, that’s not part of the culture here. Is this a good place to try and start a business and be successful or fail? Yes.” Jake Hodesh, Creative Coast
In your opinion, does Savannah have a start up culture? Why or why not?
Yes
• Savannah has a long way to go
40 %
but has all of the elements here • There is so much opportunity in the city • People were welcoming • If your heart is 150% in it and if you have the time to commit to that type of project
• Get things running • Business have to be open to creative value
• Start creating the things • •
Not sure
• I’ll let you know in a few years • The creative part in the
40 %
community is strong, but there are so many barriers to start a business. • Yes, but there are some locals that are skeptic • Yes, on a general level, but some contacts are less supportive and not easy to work with. No
20 %
• City doesn’t value itself at the level outsiders do
• The city doesn’t know how to brand itself as a creative city
• •
Points of opportunity
we need here Employ here educate customers on the value of locally produced creative work Get to know hardcore creative people Young pioneers need to seek out mentors and take positions in leadership
“You have to really believe in it, which is interesting to me because we are all working on things that matter. I think it has to be that deep for you to stick in there because there are no man-made opportunities.� Arianne McGinnis, Revival Foods
What’s it like here for startups? Savannah has one of the most highly recognized design schools in the US, and is home to many young creatives. Even though the city has less competition, cheaper rent and a relatively low cost of living, there is a lack of creative careers to influence students stay in Savannah once they graduate. Although some creatives have relocated their businesses or come back to Savannah, almost all successful creative businesses in the city have been start ups.
“There’s a young energy here, and we want change and we want to see it happen, but the city is very slow to change.” Brittney Blackshear, Crepe e Diem
What’s Savannah like as a place for creative start ups? little to no financial support for Outdated and boot-strapping creative complicated entrepreneurs regulations
Lack of employment in creative professions
Traditional mindsets see creatives as disruptive
Barriers
Savannah as a conducive place for start ups
Opportunities
Easy to get connected
Affordable rent and living cost
Less competition, and more opportunities
Networks of informal mentoring: sharing experience
“I still have people coming up to me and saying, ‘I moved to Savannah because I saw this vision of what this neighborhood could be and what could happen.’ It’s there, it’s just about providing that little extra glue.” John Deaderick, Starland District
Who are your customers? Savannah’s customers are diverse, including young couples, retirees, city officials, other business owners, students, members of the military, and families. The three main sectors seemed to be students, tourists, and locals. Our study suggests that by supporting and investing in local creatives and its art and culture economy, Savannah would attract higher end tourists who have an appreciation of and are willing to pay for locally produced creative work.
“I feel like in Savannah, there’s three markets. There’s the students, the locals, and then there’s the tourists...if you want to be really successful you have to have all three.” Brittney Blackshear, Crepe e Diem
What/ who are your customers / regular client mix? Main group
Client mix
Kind of business
Other local business owners Local bands Students Tourists Locals
Example:
Regulars Moms Educated eaters Curious people Judges Students Tourists Locals
Example:
Creatives Lawyers Financial advisors Students Locals Tourists
Example:
Graveface 37th Antique Wooden Sheep Fabrika French Knot
Tourists Students
Locals
Farm a la Carte Cafe Florie Green Truck Perc Crepe e deim
ThincSavannah Forsyth Park Foxy Loxy Sentient Bean
“People believe a neighborhood belongs to one group and somebody else that comes in is an ‘interloper’ and it really keeps people from taking the steps to try to make the neighborhood a nice place.” John Deaderick, Starland District
What’s the best area for business? Downtown rent is expensive, but might be worth it for a start up looking for guaranteed foot traffic. Other businesses that operate on a smaller scale might prefer to be in a more affordable area like Starland or Midtown. Most start ups are split between the two, depending on customer base. While it’s easier for food businesses to be successful in the downtown area, other creative businesses are successful outside the historic district. “When you find ‘that spot’, you have to understand that the first battles are going to be the reception of what you’re doing, and even if it’s something positive, creative, and artistic it’s looked at as elitist by some.” John Deaderick, Starland District
Business Cluster Map
Bull St Abercorn St
Broughton St
What areas in town do you consider the most conducive for creative start up?
Historical District
Liberty St
Forsyth Park
That is, where are the most likely or supportive areas for a creative start up in Savannah?
Victorian District
37th st
Starland District Victory
Sample: More supportive area
Derenne Ave
Possible supportive areas West
Less supportive area
East
South side
“I think every single person is important. You have nothing to lose at all. You can never have too many friends.” Katherine Sandoz, SUAF “...an infinite, ongoing thing.” Steve Baumgardner, local musician
Who is part of your network? Neighborly relations with other creative businesses are some of the most important contacts for start ups. These networks are personal and ever-changing, with owners meeting new people and finding ways to promote their business. New sources of collaboration could become a powerful way for start ups to provide support and promotion for each other and the city as a place that is open for creative start-ups.
“ I don’t know who those people are yet, but I know they are out there, that have the same energy and desire to make something happen. I know they’re there.” John Deaderick, Starland District
Who is part of your network?
“I can name a number of people that should be. The museums here should be doing a better job reaching out to the community. Not just looking for artists...getting out and supporting things.� John Deaderick, Starland District
Who are the super-connectors? Many creatives are superconnectors and don’t know it. They are the people who seem to know everyone, and have worked with many others across the city on projects or events. They are not necessarily involved in the same market, but it is beneficial for business owners to have connections across other fields of work. These connections also foster inter-market collaboration.
“One reason I am where I am today is because of other small business owners that have encouraged me and been so supportive. As far as the community I feel like it’s pretty tight-knit.” Brittney Blackshear, Crepe e Diem
Who are the super-connectors? This is a snapshot of the super-connectors in Savannah’s creative start-up network. They have been identified by several of our interviewees as people that have connected individuals in different industries, given financial support, or advice for building a start-up. These super-connectors frequently become “boundary crossers� meaning they have transcended from their own industry into another industry to create a stronger network.
Designing with: Convening the Swarm
Igniting Savannah’s Art and Culture Economy
After analysis of the interviews, we noticed numerous connections among Savannah’s cultural assets. We wanted those we interviewed to see the results of our findings and participate in a continuously evolving conversation. We developed an activity inspired by The Business Model Generation*. Facilitators prompted participants, and they ideated both individually and as a group. The end result transformed into an exercise devised to formulate a value proposition for the arts and culture economy of Savannah. Each value proposition proved to identify opportunities in light of obstacles faced by local creative entrepreneurs.
*Alexander Osterwalder and Yves Pigneur’s The Business Model Generation http://www.businessmodelgeneration.com/
Quotes from the Creative Swarm
“The old school is protecting their turf here in Savannah” “People want the outside world- they want your shirts, they want your art but who is selling it?” “We need to break the Savannah bubble” “We need to first be honest about what we are as a city” “We have shallow tourism here. It’s like, ‘Look!’ ...then go away” “Every revolution has started with students, why is this different?” “The good thing is that It’s happening, it’s slow, and we’re all here today just to make it go quicker” “No one goes into city council meetings to be FOR something. They only mobilize against something, go in and say it, then go home and eat pizza and it’s the only opinion heard”
Observations and notes from the Creative Swarm Workshop
- Connections are being made and conversations happening in the room - Participants are losing focus and momentum, moving from separate groups to one large group. - Too much disengagement from the activity because of side conversation and networking. This is probably a good thing. - Had a long conversation with one participant about his earlier proposed question. There is only so much that can happen to grow within the creative startup community, eventually they will need support from “people in power.” The government will only listen to people on their “level.” Need to find these people and become allies. (like Paula Wallace) - Different approaches to writing value prop. One group followed formula in writing sentences. Another group created a mind map. Third has a combination of sentences and bullets. - Groups start to look and adopt other’s methods and approaches.
Value propositions
Network Reframe
This is my network... lighter shade = interview completed fashion/textiles/home goods craft/apprentice performing arts/clubs/venues galleries/artists/designers cafe/food/beverage antiques/thrift organizations/institutions/festivals/info tourism/misc. available space
intra-industry connections inter-industry connections
This is my This is my network
fashion/textiles/homeKEY goods lighter shade = in
fashion/textiles/ho craft/apprentice
performing arts/c
galleries/artists/de
cafes/food/bevera antiques/thrift
organizations/inst tourism/misc
This is my network tourism/misc
available space
intra-industry con
design team Pei-Jung Lee (Peggy) attended Ohio State University in Columbus, Ohio where she completed a Bachelors in Industrial Design. She is interested in experience design and facilitating new management strategies where creative thinking can cross over the departmental borders.
Jacqueline Hershman is an MFA Design Management candidate. A Scuba diving enthusiast, Jacqueline is spending her research on tapping into the collective intelligence and storytelling of Scuba divers in order to enhance ocean advocacy. Jacqueline’s favorite band is Mute Math.
Elisa Jara is an Industrial Designer from Colombia, and currently an MFA candidate in Design Management at SCAD. Elisa is driven by sustainability and a holistic approach to the practice of design. She loves chocolate and reading at the park.
Krista Siniscarco is a Design Management MFA candidate at SCAD. Her background is in graphic design and educational technology. Krista’s thesis is a study in the revitalization of small, rust-belt cities using participatory design and scenario planning methods. Krista enjoys spending her free time at the beach.
CĂŠsar Medina is a Design Management candidate at SCAD. He has a Bachelors in Industrial Design, and has experience in office furniture systems. He orients his learning in design thinking to further develop his research interests about workplace environments. He enjoys rock concerts.
Lindsey Deschenes holds a Bachelors degree in Architecture from Northeastern University in Boston with a minor in Art History. She is an MA Design Management candidate interested in brand research and design strategy. She enjoys cooking and supporting the Slow Food movement.
Kelly Lynn Carroll holds a BA in Visual Art as well as an MA in Graphic Design, but has found her niche as an MFA Candidate in Design Management at SCAD. Here, she is able to rely on her intuitive strengths to design systems that embrace her core philosophy of life, compassion. She also likes to drink straight Jameson while fingerpainting.
Nicholas is pursuing his MFA in Design Management. He is always thinking deeply about systems and society. Years down the road, he will probably be a professor. In his spare time, Nick enjoys reading academic journals and considers the library his second home.
Chris Miller completed her Ph.D. in Anthropology and Management from Wayne State University in Detroit, MI. Her research interests incorporate how sociality and culture influence the design of new products, processes, and technologies. Chris is a professor of Design Management at SCAD.