Arts and Culture Master Plan 2024
Extracted text (via pymupdf)
45880 characters
Building upon our rich history
to create new opportunities
that uplift our community.
Arts & Culture
Master Plan 2024
Table of Contents
Acknowledgments..................................................................................................................................1
Mayor and City Council...........................................................................................................................2
Administration........................................................................................................................................2
Participating City Departments................................................................................................................2
Arts and Culture Master Plan Taskforce....................................................................................................3
Arts Commission....................................................................................................................................3
Consultant Team....................................................................................................................................3
Purpose and Background........................................................................................................................4
City of Glendale Arts & Culture Program....................................................................................................6
City of Glendale Relevant Initiatives..........................................................................................................8
Engagement and Research....................................................................................................................10
Engagement Methodology.....................................................................................................................11
Engagement Results Highlights..............................................................................................................13
Implementation....................................................................................................................................20
Plan Goals..........................................................................................................................................22
Goal 1| Stimulate and sustain economic growth through a robust arts and culture program..........................24
Goal 2| Promote and enhance Glendale’s unique identity through arts and culture.......................................26
Goal 3| Enliven and activate places throughout the city with arts and culture...............................................27
Goal 4| Develop downtown Glendale as a cultural district..........................................................................28
Goal 5| Expand and diversify public art throughout the city........................................................................29
Goal 6| Establish protocols for Public Art Program...................................................................................31
Funding...............................................................................................................................................32
Appendix A...............................................................................................................................................35
Arts & Culture Master Plan
Table of Contents
i
Acknowledgments
Special thanks to the
stakeholders, experts, and
community members for
their invaluable contributions,
which significantly enhanced
the development of our
Arts and Culture Master Plan.
Arts & Culture Master Plan
Acknowledgments
1
Acknowledgments
Mayor and City Council
Mayor Jerry P. Weiers
Vice Mayor Ian Hugh
Councilmember Leandro Baldenegro
Councilmember Joyce Clark
Councilmember Ray Malnar
Councilmember Lauren Tolmachoff
Councilmember Bart Turner
Administration
Kevin R. Phelps
Vicki Rios
Jamsheed Mehta
Brent Stoddard
Rick St. John
Jessi Pederson
Daniel Sabillon
Chris Taylor
Participating City Departments
Budget and Finance Department
City Attorney’s Office
Community Services Department
Development Services Department
Engineering Department
Field Operations Department
Parks and Recreation Department
Transportation Department
Water Services Department
City Manager
Assistant City Manager
Assistant City Manager
Deputy City Manager
Deputy City Manager
Director of Economic Development
Deputy Director, Economic Development
Arts & Culture Administrator
Cactus District
Ocotillo District
Yucca District
Sahuaro District
Cholla District
Barrel District
Arts & Culture Master Plan
Acknowledgments
2
Arts and Culture Master Plan Taskforce
Nellie Andrade
Thomas Barr
Michael Denson
Chris DeRose
Robert Heidt
Ivy Jarvis
Nancy Lenox
Dawn Marquez
Kate Marquez
Gabby Ochoa
Don Smith
Shea Torres
Jessi Pederson
Daniel Sabillon
Arts Commission
Nancy Lenox
Jose Aguinaga
Derrell Barber
Paige Hyde
James Smith
Anne Marie Chaney
Dalaina Hand
Consultant Team
Cultural Planning Group
Linda Flynn, PhD., Partner
David Plettner-Saunders, Partner
Chair
Vice President - Business Development
Director
Developer
CEO
Librarian - Programming Manager
Chair
Special Events - Program Manager
Executive Director
General Manager
Music Department Chair
Director of Social Media & Marketing
Director, Economic Development
Deputy Director, Economic Development
Commission on Diverse Cultures
Local First Arizona
West Valley Arts Council
CivicGroup, LLC
Glendale Chamber of Commerce
City of Glendale
Glendale Arts Commission
City of Glendale
Southern Arizona Arts & Culture Alliance
Arrowhead Towne Center
Glendale Community College
Glendale Chamber of Commerce
City of Glendale
City of Glendale
Chair
Vice Chair
Member
Member
Member
Member
Member
Barrel District
Mayoral
Cholla District
Cactus District
Yucca District
Sahuaro District
Ocotillo District
Arts & Culture Master Plan
Acknowledgments
3
Purpose
& Background
“This Arts & Culture Master
Plan will be a roadmap for the
City’s Arts and Culture
Division for advancing arts
and culture for the
community.”
Arts & Culture Master Plan
Purpose & Background
4
Purpose and Background
This Arts & Culture Master Plan will be a roadmap for the City’s Arts and Culture Division for advancing arts
and culture for the community. The plan was developed with the assistance and insight of City of Glendale
leadership, the City of Glendale Arts Commission, a community taskforce, stakeholders and residents.
The plan addresses priorities relating to the arts, placemaking and the integration of public art into new
development; public art and placemaking in parks and city-owned properties; equitable distribution and
access to the arts, and updates to the Performing Arts Grant Program.
The City of Glendale is a suburb of Phoenix with a current population of over 250,000 experiencing rapid
population growth. The annual population growth rate for the City (1.5%) is predicted to remain on par with
the growth rate of the state of Arizona (1.8%), and greater than the U.S. average (0.8%) between 2023 and
2028. This plan will help the City meet the demand for a vibrant, culturally rich city for current and future
residents and businesses. As part of the Phoenix metro region, it is imperative to define cultural priorities
in relation to the major cultural resources and offerings in Phoenix and other nearby cities.
Arts & Culture Master Plan
Purpose & Background
5
City of Glendale Arts & Culture Program
Arts Commission
A seven-member commission advises the City Council on the administration of arts initiatives, commission
of public art, and the Performing Arts Grant Program. Members are appointed by City Council for two-
year terms.
City of Glendale Public Art Program
The city boasts a large public art collection with 53 public art pieces, 356 portable art pieces, and
temporary art installations. The public art pieces are primarily outdoor sculptures, murals and site
specific installations. There are also two- and three-dimensional indoor works (oil paintings, sculptures,
etc.). Artworks are located in public parks, libraries, fire stations, the airport and other public buildings
and places. They are concentrated in and near downtown and in the northern area of the city, with fewer
works in the western area. A program objective is to place public art in locations where the largest
audiences are anticipated, including major gathering places and high visibility sites.
City of Glendale Performing Arts Grants
Currently, the City funds performing arts grants which is an annual project grant program providing
awards for performing artists, organizations, schools and colleges to provide free public projects and
performances in Glendale.
Downtown Glendale Arts & Culture Fest
An annual daylong arts festival that provides immersive and experiential activities throughout downtown:
artisan market, interactive arts activities, pop-up performances and live art. This event is a collaboration
of the City of Glendale, Southern Arizona Arts & Cultural Alliance (SAACA) and Local First Arizona.
Arts & Culture Master Plan
Purpose & Background
6
City of Glendale Public Art Map
The city boasts a large public art collection with 53 public
art pieces, 356 portable art pieces, and temporary art
installations.
For more info visit:
City of Glendale Public Art Map
Rising Together
by Miguel Angel Godoy and
Edgar Fernandez
The Sun and the Moon
by Dale Chihuly
For Every Drop of Blood
by Joe Tyler
1
2
3
2
3
1
Arts & Culture Master Plan
Purpose & Background
7
City of Glendale Relevant Initiatives
Downtown Campus Reinvestment Project
https://www.glendaleaz.com/your_government/downtown_campus_reinvestment_project
Project Overview
The City Hall campus is located in downtown Glendale. It serves as a public gathering place, a central
point for residents to interact with their local government, and a conduit into our downtown corridor.
The campus was constructed in 1984 and needs significant reinvestment to remain usable for future
decades. The renovation and investments into Glendale’s Downtown Campus include Glendale’s City Hall
and parking garage, Council Chambers, the E. Lowell Rogers amphitheater, and the adjacent Murphy
Park. This initiative provides ample opportunity to integrate art into the development of the buildings
and activation of the campus.
City of Glendale General Plan: Glendale Envision 2040
The General Plan provides vision and policies for Glendale to grow and develop in the future. The City
of Glendale’s General Plan is a long-range comprehensive plan that guides development in the City by
addressing various elements such as land use, housing, growth areas, urban design, military and aviation,
open space, circulation, fiscal public health, environmental planning, energy, etc. This Arts and Culture
Master Plan aligns with the General Plan key goals including:
• Dynamic community spirit
• Friendly, nurturing and safe for all
• Well-maintained, clean, visually attractive neighborhoods
• Family values including education, outdoor enjoyment, culture, and economic vitality
Rendering from Downtown Campus Reinvestment Project
Arts & Culture Master Plan
Purpose & Background
8
City of Glendale Parks & Recreation Master Plan Update (2021)
The Parks and Recreation Master Plan provides an opportunity for alignment with arts programming,
public art, and cultural tourism initiatives. Compared to a cohort of similar cities, Glendale had the highest
number of park acres per resident and currently provides select arts programming at the Glendale Adult
Center and Glendale Aquatics Center. Arts and culture appear in recommendations to:
• Celebrate Glendale’s diverse community with well-designed and financially resourced
City-hosted special events.
• Hold additional special events and festivals with cultural aspects that aim at sharing
cultural elements through food, storytelling, dance and arts.
• Use focus groups and liaisons within representative cultural communities in Glendale to
determine the type of events that will appeal to the diverse population.
Photo from Arts Programming at the Glendale Adult Center
Arts & Culture Master Plan
Purpose & Background
9
Engagement
& Research
An engagement strategy that
highlights key opportunities,
complemented by research
that ensures dynamic and
effective execution of our
plan goals.
Arts & Culture Master Plan
Engagement & Research
10
Engagement and Research
Engagement Methodology
City of Glendale staff and leadership, stakeholders, residents, and community leaders helped to shape
the goals of this plan. The planning process began in Summer 2023 with stakeholder and community
input gathered through interviews, discussion groups, Zoom meetings, and a community survey. The
City convened an Arts and Culture Master Plan Taskforce to assist with guiding the planning process
and the plan goals.
The overall topic questions asked throughout the planning process focused on:
What is the current state of arts, culture, and creativity for Glendale?
Where are the opportunities for Glendale to advance arts and culture?
Where are the opportunities to grow the creative community?
What type of public art do you want to see as part of an evolving public art program?
Arts & Culture Master Plan
Engagement & Research
11
Engagement Activities
The following is a summary of the engagement activities conducted during the planning process.
Group
Engagement Activity
Description
Arts and Culture Master
Plan Taskforce
Four meetings throughout the
planning process and plan
development.
Provided expert guidance for the
plan engagement and plan content.
These meetings explored the
Council’s goals and alignment with
the Arts and Culture Master Plan.
These meetings identified
opportunities for public art, arts
programming and potential
departmental intersections with
art projects.
Meetings with community leaders,
organizations, and artists to
understand potential collaborations
and opportunities for Arts and
Culture Master Plan.
The survey participants provided
information about their vision and
opinions for the arts in Glendale
and priorities for public art and
the plan.
Discussions with six City Council
members.
City departments participated in
interviews or mini-group
discussions.
Individual interviews and group
discussions were conducted with
community arts organizations,
individual artists, higher education
leaders, and business owners.
477 participants completed the
Arts and Culture Master Plan
survey.
City of Glendale
Departmental Staff
Community Stakeholder
Engagement and Discussion
Groups
Community Survey
City of Glendale City Council
Arts & Culture Master Plan
Engagement & Research
12
Engagement Results Highlights
Highlights from the engagement and survey are provided below. The priorities for the plan identified by
all the participating groups provide a foundation for the plan recommendations.
Glendale’s Strengths
• Supportive city government that demonstrates support for the arts
• A layered history, preservation efforts, and inclusivity
• A community rich with diverse cultures
• Strong community partners for plan implementation
• A strong public art program and collection
• Artists and arts organizations in the community
Glendale’s Opportunities for Planning
• Creating a unique identity for the city
• Spurring economic development with arts
• Activation of downtown/arts district/hubs
• City departmental cross collaborations
• Diversify and expand the public art program and arts programming
• Plan for arts facilities
• Improving marketing and networking
• Addressing access issues (permits, insurance, police involvement, etc.)
• Grants and funding opportunities
Arts & Culture Master Plan
Engagement & Research
13
Reflecting Community Values In Arts Programming
• Art should enhance safety, community cohesion, and the
connection between residents and the City government.
• Arts programming should reflect the inclusive and diverse
history of Glendale. It is important to focus on all neighborhoods,
highlighting the unique cultures of each.
Arts & Culture Master Plan
Engagement & Research
14
Arts Programming and Places
• The current programs can be updated to
increase access and elevate the awareness
of current programming.
• Utilize Glendale’s outdoor spaces for venues
for art and/or arts programming.
• Provide more interactive and discovery-based
art and more engagement with the City’s art
collection.
• Use the arts for gateways to the city, explore
artist in residency programs, create more
vibrancy downtown and throughout Glendale.
• Create a Downtown Arts District/Hub.
Arts & Culture Master Plan
Engagement & Research
15
Provide more arts and cultural
events/activities in Glendale
Create a more vibrant
downtown Glendale
Provide more opportunities for
teens and young adults
Provide more opportunities
for children
Install more public art
throughout the city
Use the arts as a way to
attract more business
Other
10%
24%
34%
35%
45%
58%
75%
Resident Priorities
Arts & Culture Master Plan
Engagement & Research
16
Importance of Arts and Culture Events
To your family?
Color/Answer Key:
To your community?
To you personally?
Not much/at all
Neutral
Somewhat
Extremely
3%
7%
5%
12%
16%
9%
27%
32%
26%
58%
45%
60%
Arts & Culture Master Plan
Engagement & Research
17
28%
34%
41%
48%
62%
64%
Create and enliven public gathering
spaces and public buildings
Create gateways and identify
different areas of Glendale
Celebrate the history of Glendale
Raise awareness of the
value of the arts
Enhance experiences of parks
and open spaces
Make downtown a destination
I want Public Art to...
Public parks, trails, and open
spaces around the city
Connecting the different parts
of the city
Other
Gathering spaces around the city
All throughout the city
Downtown Glendale
63%
60%
54%
54%
32%
5%
Places for Public Art
Arts & Culture Master Plan
Engagement & Research
18
Artist Priorities
Artists place an emphasis on exhibition, performances, and sales opportunities in
Glendale and more opportunities for working artists.
Ranking in Order of Priority:
1. More exhibition, performance, and sales/work opportunities in Glendale
2. More opportunities for working on art projects in Glendale
3. More recognition of artists in Glendale
4. Better options for workspace and/or live workspace in Glendale
5. Professional development assistance
Arts & Culture Master Plan
Engagement & Research
19
Implementation
A framework that includes
goals, strategies, and actions
to ensure a clear path to
transforming Glendale’s
arts and culture landscape
over the next decade.
20
Arts & Culture Master Plan
Implementation
Implementation
How to Use This Master Plan
This is a comprehensive long-term planning document outlining the overall strategy and vision for arts
and culture for the City of Glendale over the next 10 years.
Goals (1-6)
The goals represent the desired future state or outcomes the plan aims to achieve. They are broad,
overarching statements that provide direction and focus for the strategies and actions.
Strategies (I, II,III, IV…)
The strategies are the approaches or methods to achieve the goals. They are more specific and actionable
than the goals, and they outline the general paths or means for accomplishing the desired outcomes.
Actions (Subsequent Bullet Points)
The actions are specific initiatives, projects, or tasks that will be undertaken during implementation.
They are the concrete steps or activities that will be carried out by various City staff and partners.
Plan Implementation
Using this plan as a comprehensive framework, developing annual implementation plans with associated
budgets will be the next step in plan implementation. The annual implementation plans will specify the
action steps required to accomplish the goals and strategies for a 12-month period. By using annual plans,
staff can effectively work toward achieving the plan goals, while adapting to changing circumstances,
and accounting for current resources available for implementation.
For more detailed information, please refer to Appendix A: Glendale Arts and Culture Master Plan
Implementation Grid.
21
Arts & Culture Master Plan
Implementation
Plan Goals
Based on extensive research,
engagement and feedback,
our team has crafted goals
aimed at enriching the city’s
cultural landscape to elevate
the quality of life.
Arts & Culture Master Plan
Plan Goals
22
Plan Goals
The plan’s recommended goals and actions represent city leadership goals for arts and culture and
reflect the aspirations of the community to experience a different level of arts and culture within the city.
With assistance from Economic Development staff, the planning team heard from community leaders,
artists, business owners, arts and cultural leaders, and residents about what they wanted this plan to
accomplish for the city.
Stimulate and sustain economic growth
through a robust arts and culture program.
1
GOAL
Promote and enhance Glendale’s unique
identity through arts and culture.
2
GOAL
Enliven and activate places throughout the
city with arts and culture.
3
GOAL
Develop downtown Glendale as a cultural
district.
4
GOAL
Expand and diversify public art throughout
the city.
5
GOAL
Establish protocols for the Public Art Program.
6
GOAL
Arts & Culture Master Plan
Plan Goals
23
I. Recognize and plan for Glendale’s creative economy as an integral part of
the Economic Development strategy.
• Incentivize and welcome arts organizations, artists and arts businesses to locate in Glendale.
• Introduce current and potential organizations and creative businesses to the City Arts and
Culture Division, and the Arts Commission.
• Provide a list of space options and rate incentives.
• Provide an opportunity for the Arts Commission to play a formal role in welcoming organizations
and businesses.
• Provide small business assistance and training tailored to the needs of creative businesses and artists.
• Identify the needs through discussions and surveys.
• Work to develop specific assistance programs and/or partner with others.
• Become a member of the NonProfit Learning Lab.
II. Identify and incentivize creative spaces and venues in the city.
• Invest accumulated Arts Fund resources in purchase, renovation and incentives for small space/
venue development, such as a city art gallery, small venues for live arts, community arts learning
spaces, etc.
Stimulate and sustain economic growth
through a robust arts and culture program.
1
GOAL
Arts & Culture Master Plan
Plan Goals
24
• Example: Bell Arts Factory, arts center and artists studios:
https://bellartsfactory.org
• Example: Low Key Piano Par, one of multiple small music venues in Tempe:
https://www.lowkeypianobar.com
• Example: City-run art gallery in Round Rock, Texas:
https://www.roundrocktexas.gov/city-departments/arts-and-culture/downtowner-gallery/
• Explore a long-term objective for the development of cultural facilities (such as a cultural center or
performing arts center) with community partners.
III. Create City guidelines that encourage and facilitate community partnerships
for arts and culture.
• Create the guidelines in partnership with community organizations and institutions. Prioritize artistic
or educational quality in programming and investments. Select and incentivize providers committed
to artistic or educational excellence.
• Clearly identify the goals of the partnership and roles and responsibilities of each partner
agency as it relates to providing arts and creative services.
• Sample Partnership Agreement
IV. Build the capacity of the City’s arts and culture staff and program.
• Provide ongoing professional development opportunities and travel allowances for professional
conferences, training, etc.
• Codaworx (Public Art)
• Americans for the Arts
• American Planning Association
• Allow staff time to participate in networking and building regional relationships in support of the arts
and culture program.
V. Create ongoing relationships and guidelines for interdepartmental collaboration
for arts and culture events, public art, and economic development.
• Identify one or more liaisons in each department interfacing with arts and culture.
• Conduct periodic meetings of the departmental liaisons to stay informed on plans and activities
relevant to the arts and culture program.
• Develop guidelines to facilitate and improve interdepartmental collaborations, as needed.
Arts & Culture Master Plan
Plan Goals
25
I. Highlight Glendale’s history, cultural diversity, and ongoing evolution in arts
and cultural programming, initiatives and marketing.
• Create a communitywide arts marketing program. Highlight and promote arts and cultural events
and activities that tell a desirable narrative about Glendale.
• Example: https://artsbizmiami.org/mamp/
• Highlight Glendale’s cultural strengths and identity through programming choices.
II. Support the organizational development of local arts and culture nonprofits
and businesses.
• Create regular networking and collaboration opportunities for creatives, businesses, and nonprofit
arts and culture organizations.
• Hold capacity building workshops for nonprofits and small creative businesses.
• Create a new grants category of general operating support for nonprofit arts and cultural organizations
and small creative businesses.
• Example: Arts and Business Council Miami https://artsbizmiami.org/
• Example: Springboard for the Arts Saint Paul, MN https://springboardforthearts.org/
Promote and enhance Glendale’s unique
identity through arts and culture.
2
GOAL
Arts & Culture Master Plan
Plan Goals
26
I. Adapt a comprehensive approach to programming and public art.
• Utilize community partnerships in developing arts and cultural programs (Glendale Community College,
downtown businesses, chamber of commerce, event producers, West Valley Arts Council, artists and
arts organizations, and others).
• Provide and facilitate arts and cultural educational programming for families and residents of all ages,
including children, youth, adults, seniors, and families.
• Example: Creative Like Me Partnership
• Example: Public Art Futures Lab
• Continue and expand arts and cultural programming at the City Hall (Lowell) Amphitheater once it
reopens.
II. Create and connect hub gathering places in the city.
• Build on existing assets and identity to enhance those gathering places with additional arts and
cultural events, activities, and spaces.
• Consider parks and employment centers as additional potential hubs for activation.
III. Evolve the Performing Arts Grant Program to better serve the community.
• Continue the focus on project grants that provide publicly accessible arts events and activities in
Glendale.
• Expand eligibility to performances with paid admission and to all artistic disciplines, including visual,
media and literary.
• Increase the grant amounts to fund the expenses of projects more realistically.
• Increase the total amount of available annual grant funding.
Enliven and activate places throughout the
city with arts and culture.
3
GOAL
Arts & Culture Master Plan
Plan Goals
27
Resources for Cultural District Planning
I. Develop a downtown cultural district.
• Expand sponsorship and facilitation of arts and cultural events in downtown Glendale, building on
the success of LiVE! Events and the annual Downtown Glendale Arts and Culture Fest (diversify the
artistic programming).
• Promote and incentivize new or expanded arts spaces in downtown Glendale, such as performance
venues, art galleries, event spaces, and arts-related businesses.
• Promote and facilitate development of artists live workspaces.
• Identify and promote opportunities to locate or program in downtown Glendale. “Lay out the welcome
mat” to event producers, arts organizations, artists, developers and others to encourage their
participation.
• Address the culinary gaps in downtown through incubators or incentives for culinary entrepreneurship.
II. Develop a comprehensive downtown cultural district plan.
• Support actions to develop a downtown cultural district with development of a strategic plan.
• The strategic plan should include an asset inventory, identification of geographic boundaries,
development of a clear identity, goals and strategies, a program plan, a management plan, a plan
for sustainable funding, identification of partners, a marketing plan, and other elements that will
strengthen development of the district as a successful and sustainable entity.
• Engage downtown and other community stakeholders in development of the strategic plan.
III. Create a citywide placemaking strategy.
• Develop a plan with specific impact measurements for a series of activations and installations, creating
opportunities for social connection in underutilized areas.
• Example: Activate Downtown Brampton
Develop downtown Glendale as a cultural
district.
4
GOAL
Arts & Culture Master Plan
Plan Goals
28
Expand and diversify public art throughout
the city.
5
GOAL
I. Adopt new public art policies and procedures to align with national best
practices.
• Define roles and responsibilities for staff, Arts Commission, and City Council.
• Detail process for appropriation and allocation of public art funds.
• Define comprehensive program guidelines for the acquisition, management, and maintenance of
public art in the City collection.
II. Adopt an updated percent for art ordinance.
III. Ensure appropriate staffing for the Public Art Program.
• As the public art program and collection grows, assess the need for a public art administrator versed
in public art program management.
Arts & Culture Master Plan
Plan Goals
29
IV. Create a distinct name for the program, separate from the arts and culture
program.
• Define the public art program as a subset of the City Arts and Culture Division.
• Brand the program through City communications and program materials, with a goal of elevating the
awareness of the City program to Glendale residents and regional artists.
V. Build a sustainable, diverse collection of public art.
• Widely promote the artist selection opportunities to ensure a diverse pool of artists.
• Provide public art mentorships and training for emerging public artists.
• Focus new public artworks in places prioritized by the community: downtown, public gathering places,
public buildings, parks, trails.
• Create a recognizable citywide program of small-scale public artworks, such as benches, utility boxes,
light poles, crosswalks or other infrastructure enhancements.
• Specifically expand the practice of temporary installations as part of the public art program.
VI. Utilize public art to connect Glendales’ communities and neighborhoods.
• Create a framework for community engagement including approaches and outcomes.
• Create a community- or neighborhood-initiated program.
• Encourage community and neighborhood groups, and artists, to propose public artworks and
art projects for public places.
• Create public art at gateways to the city.
• Create a public art festival, possibly in collaboration with neighboring cities.
Arts & Culture Master Plan
Plan Goals
30
I. Identify current and future city planning projects where public art will enhance
the project including park development and City capital projects.
• Best Practices for Integrating Art into Capital Projects
• For capital projects, engage City arts staff at beginning of planning to identify potential artist
collaborations.
• Engage public artists with specific qualifications for a City capital project beginning in the design
phase.
• Ensure consideration of placemaking for smaller area plans, as appropriate, creating the opportunity
for public art throughout the City of Glendale.
• Integrate art into the new City Hall Campus.
• Working with the project planning team and integrate functional public art as part of the campus:
• Regional Example: Reach 11 Sports Complex Phoenix
• Regional Example: Civic Space Art Phoenix
• Regional Example: Little Canyon Trail Connection
II. Align with Parks and Recreation Plans.
• To promote cultural and creative tourism, identify park renovations and park events where permanent
functional art, artist-designed playgrounds, and temporary public art offer opportunities for departmental
collaboration to establish destination art.
III. Develop long-term collections management and maintenance plans.
• Continue to document all public art and detail in current database.
• Conduct a comprehensive maintenance and conservation study of the city art collection at the adoption
of this plan, and subsequently every five years.
• Contract with a qualified professional or firm to conduct a full conservation review of the public art
collection and develop a future maintenance program.
• Example: WESTAF Public Art Archive
Establish protocols for the Public Art Program.
6
GOAL
Arts & Culture Master Plan
Plan Goals
31
Funding
“The following
recommendations provide
options for both additional
arts funding and
diversification of funding
sources.”
Arts & Culture Master Plan
Funding
32
Funding
The City of Glendale currently funds its arts programming by allocating 1% of qualifying capital improvement
project budgets to the arts and transferring these monies to the Municipal Arts Fund.
Implementing this Arts and Culture Master Plan will require multiple funding sources, including industry
partnerships, beyond the current balance of the Arts Fund. Also, as a policy matter it is advisable to
have diversified funding sources to protect against disruptive fluctuations in any one revenue source.
The following recommendations provide options for both additional arts funding and diversification of
funding sources:
• Engage the development community in discussions to consider a mutually acceptable
process to include art in private real estate development.
• Consider a future increase from 1.0% to 1.5% or 2.0% the percent of capital improvement
projects allocated for the arts and transferred into the Arts Fund, in line with national
best practice.
• Build relationships with industry supporters and private partnerships that will provide
sustainable endowments to fund the development and operation of arts and culture
facilities.
• Consider supplementing the capital improvement contributions to the Arts Fund with
annual General Fund allocations to meet identified objectives and needs as recommended
in this plan and advised by the Arts Commission.
• Consider shifting the Arts and Culture Division staff salaries from the Arts Fund to the
General Fund.
Arts & Culture Master Plan
Funding
33
Arts &
Culture
Master
Plan
2024
34
Arts & Culture Master Plan
Goal/Strategy
Lead
Partner(s)
Timing
Cost
(Estimated)
$ Source
I.
Recognize and plan for Glendale’s creative economy as
an integral part of economic development strategy.
A&C
ED, Arts
Commission
Year 1
Allocation of
staff time
N/A
•
Incentivize and welcome arts organizations, artists and arts
businesses to locate in Glendale.
•
Provide small business assistance and training tailored to the
needs of creative businesses and artists.
II. Identify and incentivize creative spaces and venues in
the city.
ED
A&C
Years
1-10
TBD
Arts Fund,
other capital
funding
•
Invest accumulated Arts Fund resources in purchase,
renovation and incentives for small space/venue development
(city art gallery, small venues for live arts, community arts
learning spaces, etc.).
•
Explore a long-term objective for the development of cultural
facilities (such as a cultural center or performing arts center)
with community partners.
III. Create City guidelines that encourage and facilitate
community partnerships for arts and culture.
A&C
ED, Arts
Commission
Years
1-2
Allocation of
staff time
N/A
•
Create the guidelines in partnership with community
organizations and institutions.
IV. Build the capacity of the City’s arts and culture staff and
program.
ED
Years
1-10
$5,000/year
General Fund
•
Provide ongoing professional development opportunities and
travel allowances for professional conferences, training, etc.
•
Allow staff time to participate in networking and building
regional relationships.
V. Create ongoing relationships and guidelines for
interdepartmental collaboration for arts and culture
events, public art, and economic development.
A&C
Other City
departments
Years
1-2
Allocation of
staff time
N/A
•
Identify one or more liaisons in each department interfacing
with arts and culture.
•
Conduct periodic meetings of the departmental liaisons to stay
informed on plans and activities relevant to the arts and culture
program.
•
Develop guidelines to facilitate and improve interdepartmental
collaborations, as needed.
Goal 1 | Stimulate and sustain economic growth through a robust arts and culture program.
LEGEND
LEGEND
A&C
A&C
ED
ED
TLT
TLT
- City of Glendale Arts & Culture Division
- City of Glendale Economic Development Department
- Tourist Lodging Tax
Appendix A
Glendale Arts and Culture Master Plan Implementation Grid
Arts & Culture Master Plan
Appendix A
35
Goal/Strategy
Lead
Partner(s)
Timing
Cost
(Estimated)
$ Source
I.
Highlight Glendale’s history, cultural diversity, and
ongoing evolution in arts and cultural programming,
initiatives and marketing.
A&C
Visit Glendale
Years
3-10
TBD
Art Fund,
General
Fund, TLT
•
Create a communitywide arts marketing program.
•
Highlight Glendale’s cultural strengths and identity in
programming choices.
II. Support the organizational development of local arts and
culture nonprofits and businesses.
A&C
Arts
Commission
Years
1-10
$25,000/year
Arts Fund
•
Create regular networking and collaboration opportunities
for creatives, businesses, and nonprofit arts and culture
organizations.
•
Hold capacity building workshops for nonprofits and small
creative businesses.
•
Create a new grants category of general operating support
for nonprofit arts and cultural organizations and small creative
businesses.
Goal 2 | Promote and enhance Glendale’s unique identity through arts and culture.
Goal 3 | Enliven and activate places throughout the city with arts and culture.
Goal/Strategy
Lead
Partner(s)
Timing
Cost
(Estimated)
$ Source
I.
Adapt a comprehensive approach to programming and
public art.
A&C
ED
Years
1-10
TBD
Arts Fund
•
Utilize community partnerships in developing arts and cultural
programs.
•
Provide and facilitate arts and cultural educational
programming for all residents.
II. Create and connect hub gathering places in the city.
ED
A&C
Years
1-10
N/A
N/A
•
Build on existing assets and identity to enhance those
gathering places.
•
Consider parks and employment centers as additional potential
hubs for activation.
III. Evolve the performing arts grants program to better
serve the community.
A&C
Arts
Commission
Year 1
TBD
Arts Fund
•
Continue the focus on project grants that provide publicly
accessible arts events and activities in Glendale.
•
Expand eligibility to performances with paid admission and to
all artistic disciplines, including visual, media and literary.
•
Increase the grant amounts to fund the expenses of projects
more realistically.
•
Increase the total amount of available annual grant funding.
Arts & Culture Master Plan
Appendix A
36
Goal/Strategy
Lead
Partner(s)
Timing
Cost
(Estimated)
$ Source
I.
Develop a downtown cultural district.
ED
A&C,
other City
departments
Year
3-5
TBD
Arts Fund,
General Fund
•
Continue to expand sponsorship and facilitation of arts and
cultural events in downtown Glendale.
•
Promote and incentivize new or expanded arts spaces in
downtown Glendale, such as performance venues, art galleries,
event spaces, and arts-related businesses.
•
Promote and facilitate development of artists’ live/workspaces.
•
Identify and promote opportunities to locate or program in
downtown Glendale for event producers, arts organizations,
artists, developers, etc.
•
Address the culinary gaps in downtown through incubators or
incentives for culinary entrepreneurship.
II. Develop a comprehensive downtown cultural district
plan.
ED
A&C,
downtown
stakeholders
Year
5-6
$150,000
General Fund
•
Support actions to develop a downtown cultural district
with development of a strategic plan that will strengthen
development of the district as a successful and sustainable
entity.
•
Engage downtown and other community stakeholders in
development of the strategic plan.
III. Create a citywide placemaking strategy.
ED
A&C
Years
3-10
$100,000/
year
General
Fund, Arts
Fund
•
Develop a plan with specific impact measurements for a series
of activations and installations, creating opportunities for social
connection in underutilized areas.
Goal 4 | Develop downtown Glendale as a cultural district.
Goal 5 | Expand and diversify public art throughout the city.
Goal/Strategy
Lead
Partner(s)
Timing
Cost
(Estimated)
$ Source
I.
Adopt new public art policies and procedures to align
with national best practices.
A&C
Arts
Commission,
City Council
Year 1
Allocation of
staff time
N/A
•
Define roles and responsibilities for staff, Arts Commission,
and City Council.
•
Detail process for appropriation and allocation of public art
funds.
•
Define comprehensive program guidelines for the acquisition,
management, and maintenance of public art in the City
collection.
II. Adopt an updated percent for art ordinance.
A&C
Arts
Commission,
City Council
Year 1
Allocation of
staff time
N/A
Arts & Culture Master Plan
Appendix A
37
Goal/Strategy
Lead
Partner(s)
Timing
Cost
(Estimated)
$ Source
III. Ensure appropriate staffing for the Public Art Program.
A&C
Arts
Commission,
City Council
Years
3-10
TBD
General Fund
•
As the public art program and collection grows, assess the
need for a public art administrator versed in public art program
management.
IV. Create a distinct name for the program, separate from
the arts and culture program.
A&C
Arts
Commission
Year 1
Allocation of
staff time
N/A
•
Define the public art program as a subset of the City Arts and
Culture Division.
•
Brand the program through City communications and program
materials.
V. Build a sustainable, diverse collection of public art.
A&C
Arts
Commission
Years
1-10
Allocations of
existing public
art budget
Arts Fund
•
Widely promote the artist selection opportunities to ensure a
diverse pool of artists.
•
Provide public art mentorships and training for emerging public
artists.
•
Focus new public artworks in places prioritized by the
community.
•
Create a recognizable citywide program of small-scale
public artworks, such as benches, utility boxes, light poles,
crosswalks or other infrastructure enhancements.
•
Specifically expand the practice of temporary installations as
part of the public art program.
VI. Utilize public art to connect Glendales’ communities and
neighborhoods.
A&C
Arts
Commission
Years
1-10
Allocations of
existing public
art budget
Arts Fund
•
Create a framework for community engagement.
•
Create a community- or neighborhood-initiated program.
•
Create public art at gateways to the city.
•
Create a public art festival, possibly in collaboration with
neighboring cities.
Goal 5 | Expand and diversify public art throughout the city. (continued)
Arts & Culture Master Plan
Appendix A
38
Goal 6 | Establish protocols for Public Art Program.
Goal/Strategy
Lead
Partner(s)
Timing
Cost
(Estimated)
$ Source
I.
Identify current and future city planning projects where
public art will enhance the project including park
development and City capital projects.
A&C
Other City
departments,
Arts
Commission
Years
1-10
Allocations of
staff time and
existing public
art budget
Arts Fund,
other capital
funds
•
For capital projects, engage City arts staff at beginning of
planning to identify potential artist collaborations.
•
Engage public artists with specific qualifications for a City
capital project beginning in the design phase.
•
Ensure consideration of placemaking for smaller area plans, as
appropriate, creating the opportunity for public art throughout
the City of Glendale.
•
Integrate art into the new City Hall Campus.
II. Align with Parks and Recreation Plans.
A&C
Parks &
Recreation
Department
Years
1-10
Allocations of
staff time and
existing public
art budget
Arts Fund,
other capital
funds
•
To promote cultural and creative tourism, identify park
renovations and park events where permanent functional art,
artist-designed playgrounds, and temporary public art offer
opportunities for departmental collaboration to establish
destination art.
III. Develop long-term collections management and
maintenance plans.
A&C
Arts
Commission
Years
1-2
$50,000
Arts Fund
•
Continue to document all public art and detail in current
database.
•
Conduct a comprehensive maintenance and conservation
study of the City art collection at the adoption of this plan, and
subsequently every five years.
•
Contract with a qualified professional or firm to conduct a full
conservation review of the public art collection and develop a
future maintenance program.
Arts & Culture Master Plan
Appendix A
39