Dawn Heinen, Digital Communications Manager
When people choose to dine out or book a stay, they’re looking for something memorable. Something that feels worth it. The businesses that deliver are the ones creating a full experience, from atmosphere to storytelling. For many, that starts with partnering with local artists, bringing creativity into their spaces in ways that make them more inviting, more distinctive, and more connected to their communities.
To encourage more collaborations between artists and small businesses, Mass Cultural Council is partnering with the Mass Restaurant Association and Mass Lodging Association to connect more visual artists with the hospitality sector.
In Massachusetts, the arts and culture and hospitality sectors are deeply intertwined economic forces. The Commonwealth boasts 15,000 restaurants and 1,000 hotels with 91,000 rooms. Collectively, these industries drive more than $24 billion in annual tourism spending.
But beyond the numbers, the value of artist-business collaboration is increasingly visible in the experiences businesses can offer. Restaurants and hotels that partner with local artists aren’t just enhancing their spaces – they’re creating destinations. In a competitive market, that sense of place can be the difference between a one-time visit and a loyal customer.
“The restaurant owner already understands that not only are they doing a food and beverage service, but what is the vibe that they’re going for in the restaurant?” said Steve Clark, President and CEO of the Massachusetts Restaurant Association, at the Governor’s Conference on Travel & Tourism last month.
“From an association standpoint, we’re a facilitator and try to bring people together. We’re working with Mass Cultural Council on how we can bring the local artist community to the restaurant community,” he said.
“Mass Restaurant Association was one of the lead proponents of the Live Theater Tax Credit in the State House, because we recognize not only the art inside of a restaurant, but the arts community outside of a restaurant is really helpful to that vibe and bringing people to that area and bringing them together.”
Mass Cultural Council presented a break-out session at the Governor’s Conference on Travel & Tourism focused on bridging hospitality and the creative economy. Clark spoke on our panel alongside artist Erica Hagler, also known as Blind Fox, whose fine art is featured in high-profile locations across Boston and beyond.
Hagler said, “One thing we like to do is to get involved very early. If we have architects that are building a space, or even if space already exists, we try to make some room for the art. Ideally, when the architect is building the space we like to build for the art – so putting electrical in certain places, or making sure the ceiling is high enough, because art isn’t just murals. Now, the thing that’s moving forward is art installations – so lighting installations, things that are more tangible, things that are Instagrammable, things that people can touch. So now we need to build spaces for that.”
As part of the Agency’s efforts to encourage businesses to work with local artists and creatives as they shape their experiences – not as an afterthought – we’ve created a Partner with Local Artists Toolkit, with practical advice for forging connections with visual artists in their community.
The toolkit also offers an introduction to businesses to take advantage of CreativeGround.org, a dynamic regional directory that celebrates the vital work of New England’s creative people and places.
A project of New England Foundation for the Arts (NEFA), CreativeGround is a free, community-generated tool.
We encourage artists who aren’t already listed on CreativeGround to create a profile.