Culture Builds Communities a grant application proposal by

Rochester Downtown Development Corporation with Rochester Outdoor Museum of Art

Section 3: Project Description
1. Please summarize your project in 1 to 3 sentences.

We propose to place on the blank north wall of SUNY Brockport MetroCenter, adjacent to the parking lot, a photographic mosaic composed of approximately 10,000 individual photographs submitted online by Rochesterians.
2. If your project is site-specific, please answer: a. What is the exact site?

North wall above the parking lot and street, as illustrated above, at SUNY College at Brockport MetroCenter, 55 Saint Paul St, Rochester NY 14604
b. Who owns or controls the land? Have you obtained written permission for the project from the property owner? (You are required to submit a letter from the property owner indicating cooperation with the proposed project.)

College at Brockport bought the property in 2001. Lou Spiro, Vice President for Finance and Administration, wrote a letter of permission and support, here appended.
SUNY

c.

Have you researched the permits that may be necessary to use the site?

Staff from Rochester Downtown Development Corporation and Rochester Outdoor Museum of Art have met Art Ientilucci and the City zoning office to discuss possible issues. The project requires no zoning variance, and complies with city code restricting banners, signs, and advertising. John Steinmetz, of the office, drafted a letter of support, here appended. The wall faces no adjacent property owned by another party, and City architect Tim Raymond expects no problems concerning fire code. The material has long been used on building walls for outdoor advertising. Installing mount points or anchors or scaffolding may require a construction permit.
3. Describe the artwork that will be created.

The blank north wall, approximately 100! wide by 60! tall, offers enough space for an immense wallscape, a photomosaic approximately 72! x 48! composed of approximately 10,000 subsidiary image tiles. Printed onto 16! wide strips and assembled either onsite or by the printer, the mosaic can either hang by eyelets and anchors installed onto the building wall, or with adhesives directly to the wall.
4. Has your group thoroughly investigated the durability, weather resistance and/or graffiti resistance of the materials for your proposed project?

The manufacturer rates the vinyl medium for durability, clarity, and colorfastness, even exposed to full sunlight, for 3 years. By then a new picture will replace the existing mosaic. The outdoor billboard industry has long used this and similar material with good success against the elements. The lower edge of the mosaic hangs at least 9! above the surrounding ground, deterring casual vandalism.

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5.

How did you identify the project theme and the artist(s)?

The artist, Rochester Outdoor Museum of Art, Kenichiro Sato, et. al., approached us with the concept and selection of the site.
6. What are the neighborhood organization's (President/Executive Director and Project Coordinator) responsibilities?

Representing many member organizations and interests, the Rochester Downtown Development Corporation provides fiscal oversight, liaison assistance, and project reporting during the term of this grant.
7. What are the artist(s)! responsibilities?

The Rochester Outdoor Museum of Art, to be incorporated, Kenichiro Sato, et. al. organizes and implements the workplan, selecting contractors as necessary to print and install the mosaic.
8. Describe how your neighborhood residents will learn about the project, and how they will be able to participate.

Through personal contact via the half dozen very active to dozen active founders, the Outdoor Museum website, a front-page Democrat & Chronicle article, and an upcoming, likely cover-page, Rochester Insider “big story”, many downtown and city residents already know the buzz surrounding the Outdoor Museum. The project also requires marketing and advertising to inform residents they can submit images for selection in the mosaic. Kenichiro and most founders live downtown, a close walk therefrom, and within the City; they walk, skate, and ride bicycles to every meeting, nearly all downtown. This mosaic project will solicit photographs for element tiles and the overall image from downtown, City, County, and regional residents including children, select a jury mostly of residents to cull the submissions, and to select the overall image. The Outdoor Museum plans to engage additional interested residents into the project team, some of whom have already volunteered their expertise. The project is thoroughly grassroots and entrepreneurial.
9. Why is the proposed project appropriate to your neighborhood?

As claimed by many in the arts community, downtown needs art! Visited more than any other neighborhood, the downtown neighborhood serves not only itself, but also the entire city, county, and metropolitan region. Visitors remember and take their impressions of a city from its downtown. Featured in a Rochester Business Journal article, the Urban Land Institute recommends “the area from the Genesee River to the Eastman School of Music should be considered the heart of the arts in the region… and should publicly celebrate the city!s rich history in the visual and musical arts,” adding “Listen carefully to young people… These people have a choice where to live. They have chosen downtown, and that is very important.”
10. How will you make your community aware of the finished artwork?

We expect the scale of the overall project will draw significant national and international press and local television coverage for this first large installation. In addition to media coverage, the project plans to host a debut reception onsite.
11. How will the artwork be maintained? Who is responsible?

Shedding water, snow, and resistant even to ice, the mosaic requires no regular maintenance. The entire wall and area are well lit, and a security camera and guard monitor the parking lot. Owner of the building, SUNY Brockport has the greatest vested interest in keeping the mosaic well maintained. It!s newly inaugurated president plans to keep an office in the MetroCenter. In outdoor advertising, the installer typically guarantees its work and indemnifies other parties.
12. Who will manage the implementation and administration of the project?

The Rochester Outdoor Museum of Art takes responsibility for creating and implementing the mosaic. We plan to solicit from our community a winning proposal for the installation and construction.

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13. What kind of impact do you think this project will have in your neighborhood?

On the edge of the Saint Paul quarter, this project creates a visible landmark and point of reference. It helps visitors identify the neighborhood. It faces a large apartment complex and offers its residents a detailed work of art to contemplate and appreciate. It helps maintain momentum and buzz for restaurants and stores there, while the proposed Renaissance Square awaits in limbo. It offers guests at three hotels a cost-free attraction worth seeing within a very short walk.
14. How will you know if the project is successful?

Administrators at the MetroCenter have long realized many people had no idea SUNY Brockport even operated a building and programs downtown. This project can bring pride to its community of 900 weekly students and 75 faculty, and draw a measurable and growing pool of applicants to their programs. The Rochester Downtown Development Corporation counts a membership of 101. Ties and reputation brought by associating with the project can increase membership. Perhaps more than any other art project since the Horses on Parade, the Outdoor Museum can draw media attention. To our knowledge, no other city in the world has ever done an art project of this scale. As the inaugural project for the Rochester Museum of Art, success brings additional interest and collaboration to fulfill the Museum!s goal of installing many more temporary and permanent wallscapes in Rochester. Ultimately, the Museum!s success can show through statistics maintained by the Greater Rochester Visitors Association. If even 1% of the visitors to Niagara Falls take the opportunity to drive 90 minutes here, Rochester would see an additional 170,000 visitors annually and a significant uptick in tourism expenditures.
15. Please indicate the proposed timetable for your project.

In debut, 2006 offers two opportune windows: commencement weekend when parents and relatives visit the MetroCenter and when tourists visit for Lilac Festival and begin the summer travel season; or galleries night out/weekend in September shortly after students have returned to campus. The choice depends on whether Kodak EasyShare Gallery collaborates and we can use their website for photo submissions. Already sufficient in brand awareness, Kodak explicitly sought not advertising opportunity, but direct, measurable, product trial, which the Outdoor Museum and its projects can drive. Should parties not agree to a strategy and plan, the Outdoor Museum has also begun seeking other strategic collaborators, and also developing onto http://OutdoorMuseum.com a picture submission system using an opensource platform akin to http://PhotoWeb.lodestone.org, a homegrown site developed by a staffer at and hosted at the University of Rochester.

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