Broad Avenue Water Tower Pavilion

Binghampton Development Corporation/Historic Broad Avenue Art Alliance

Funding Received: 2013
Memphis, TN
$350,000
Funding Period: 1 year and 5 months
https://www.youtube.com/watch?v=YFZh4mvCzr8
Dance, Design & Architecture, Film & Media, Visual Arts, Other | Economic Development, Environment & Energy | Urban
https://www.facebook.com/broadavearts
https://twitter.com/broadavearts
Back
June 11, 2014

By Sara Studdard

Updates
WE LAUNCHED!

After nearly a year of planning, constructing, and utilizing tremendous volunteer efforts, Broad Avenue’s Water Tower Pavilion and our “Dance on Broad” series launched May 10! The final piece of our ArtPlace project—the water tower public art—is underway and will be completed later this year.

The Pavilion
The active warehouse loading dock has been converted into a dual use performance space. For our “facelift,” we focused on adapting, connecting, and energizing components. Following are the key enhancements that we’ve accomplished:

-- Grand entrance to the property was built. The performance space (loading dock) is 14-feet below street level. Our new entrance created critically needed connectivity.

-- Pavilion marquee, 90-foot-by-25-foot mural, and railings were painted.

-- Professional quality sound and lighting installed.

-- Professional quality sprung dance floor custom built for the stage.

-- Community dance floor created at ground level (paving).

-- Bench seating and tables built out of recycled pallets.

-- Dumpster recycled into a planter and bench.

-- Plantings to the three primary planters (to be completed in June)

Design of new entrance encourages activation at the street level as well Design of new entrance encourages activation at the street level as well[/caption]

New Entrance provides connectivity from Broad Avenue and The Water Tower Pavilion New Entrance provides connectivity from Broad Avenue and The Water Tower Pavilion[/caption]

 

Dance on Broad and on-going programming
Under the artistic direction of Collage dance Collective, “Dance on Broad” celebrates the art of dance in Memphis via professional performances and community dance parties. The eight-week series includes performances by nationally acclaimed companies including Camille A. Brown and Dancers (held May 10) and a concert featuring the best of Memphis dance companies (June 28). On the other Saturdays, Dance on Broad features six community dance parties that include beginner dance lessons and dancing under the stars with a live band or DJ.

 

Camille A. Brown and Dancers perform at the Water Tower Pavilion launch May 10 Camille A. Brown and Dancers perform at the Water Tower Pavilion launch (May 10, 2014)[/caption]

Opening night audience enjoying the view from the new grand entrance that provides access from Broad Avenue to the Pavilion Opening night audience enjoying the view from the new grand entrance that provides access from Broad Avenue to the Pavilion[/caption]

Opening night audience Opening night audience[/caption]

More than 600 people attended the Camille A. Brown and Dancers performance, which exceeded our expectations. We are now in the midst of the community dance Saturdays, which are going exceptionally well.

Approximately 80 percent of the remaining 2014 schedule is booked. The primary focus of our programming remains delivering community-based performances that engage diverse audiences, providing emerging artists the opportunity to gain performance experience and supporting the on-going retail business growth on the street.

Despite drizzle and unseasonably chilly weather, Edgar Mendez taught salsa lessons and music by Son Caribe heated up the night. Despite drizzle and unseasonably chilly weather, Edgar Mendez taught salsa lessons and music by Son Caribe heated up the night[/caption]

Participants learning the basics to Swing dancing (May 24, 2014) Participants learning the basics to Swing dancing (May 24, 2014)[/caption]

All ages enjoyed learning Swing dancing. All ages enjoyed learning Swing dancing[/caption]

 

Challenges
Short- and long-term sustainability are now our primary challenge and focus. Now that we have a product to showcase, our ability to attract sponsors and on-going funding is increased. However, we are working to determine the strategies to undertake. Identifying sponsors/funders who seek outcomes that strengthen underserved, lower income neighborhood development, livability and ethnic diversity is paramount.

Volunteer recruitment is our short-term challenge. Given that we seek to provide free access to the performing arts, we are dependent on creating a strong, committed volunteer base to assist us with events. While Broad Avenue has a strong support system among our business owners, these small businesses are owner run, so during the key times we have a need for volunteers, they are tending to customers. We are working with community and neighborhood groups to recruit and build the volunteer base.

Recent Wins

-- We launched and received great press coverage! From the Memphis Daily News, May 13, 2014: “A person doesn’t have to look far to get a feel for the distinctiveness and the uniquely artistic hue that colors Memphis’ Broad Avenue neighborhood.”

-- Ethnic and age diversity, attendance, and participation in Dance on Broad events are exceeding expectations.

-- Received a grant to build out a pocket park adjacent to the Pavilion from First Tennessee Foundation for $45,000.

Insight
Our goal was to achieve a richly diverse audience that mirrors our neighborhood and our city. Unfortunately in Memphis, initiatives often become a “white thing” or a “black thing.” Our premise was that the programming we presented could be the catalyst to achieve the diversity we sought. For the past year, we met with community groups and listened to what types of things they enjoyed and what would disinterest them. We also concentrated on remaining authentic to the community and the space. So far, it is working. The community buzz is building around the “active arts” component. Leveraging the community dance concept is very powerful. We are thankful to both Dance Downtown and Summerdance for sharing their insights and perspectives.