June: Part 1
The Transformative Power of Street Art
Street art can be more than artistic expression and aesthetics. It has the ability to create a new identity for an area, address graffiti and tagging issues and breathe new life into a main street.
In this 3 part series we’ll share what we’ve learnt about the value of murals for businesses, showcase some of the business precincts with murals and provide a guide to painting a mural on your own business.
How does street art help businesses and communities?
Street art has the power to turn heads and draw attention to your business. It encourages people to take note and become curious about what’s inside. Over the last 3 years we have provided seed funding of over $60,0000 through our Arts and Culture fund and #shoplocal grant which have supported businesses and funded artists to paint murals on the outside of their businesses.
To understand just some of the benefits and impacts of murals we spoke with Arthur from Olon on Trimmer Parade, Seaton to hear first hand about his experience. Arthur collaborated with Adam from Cold Krush to create a mural. Olon is an immersive sports, fitness and entertainment venue offering physical fitness activities through to limitless virtual reality worlds.
We asked him whether people were finding it easier to find their business because of the mural or whether customers had come in because of the mural?
“Yes very much so, people know where we are located once we mention the mural. In fact we were able to secure our first 3 bookings before opening our business, simply from local residents who enquired about our business, because of the mural. We also have a lot of people visit our venue because of the visual interest the mural has created.”
The fact that a mural can turn interest into bookings was a real insight on how murals can act as a magnet for passers-by and potential customers, suggesting that murals can lead to higher visibility and exposure for businesses, ultimately resulting in increased sales and revenue.
We were also interested to find out how the mural influences or enhances a business’s branding.
Arthur believes that the mural represents their brand in a fun creative, visual way that signage cannot. “It has created a lot of interest within the local community and in a short amount of time has served as a landmark for our venue. A lot of people who drive along Trimmer Parade have stopped and visited our venue because of the mural, to see what we offer. Our brand Olon is closely linked to the mural and vice versa.”
Vibrant murals and captivating art pieces create visual interest. While business signage can blend in with the urban landscape, a mural can turn heads and make sure you are noticed. This is not only significant for businesses, but it also adds a layer of beauty and creativity to an area, giving a neighbourhood identify and character.
Getting a mural on your business may not be as hard as you think, here is a quick step by step guide of how to go about it.
Permissions
Firstly, if you are a tenant of a building, you will need permission from the landlord. We’ve seen different agreements with landlords ranging from an email giving permission through to a clause in a lease agreement.
As long as the mural doesn’t have your business name on it, your tagline or logo, a mural doesn’t require permission from Council. If your mural includes any of these items it will require development approval.
Selecting the artist
Once you have permission it’s important to work out what style you want, there are many murals around the City of Charles Sturt to give you inspiration, Instagram is also another great visual source. The City of Charles Sturt can also help you link in with artists.
Developing the design
Arthur explains that working with Adam from Cold Krush to develop the mural was very much a collaborative process. “We met with Adam on site a couple of times to show him our venue and our offering, explaining our vision of the business and how the mural could best represent that vision. Adam then developed different mock up designs to better understand our taste and direction, in order to come up with a concept that suited the business, but also his creative flair. Colours, ideas and styles were shared to further rework and refine the concept, in order to determine and agree upon the final artwork”.
Costs and practicalities
A mural cost can range from $80 per square metre for an early career artist through to $200 plus per square metre for mid-career and established artists.
In addition to this cost it is recommended that an anti-graffiti coating is painted over the top of the artwork. This is estimated at approximately $14 per square metre. This means if the artwork was tagged, the tag can be easily removed.
Funding Support
Murals in the City of Charles Sturt are funded in many ways, in some cases businesses invest in the full cost of the mural, in other cases the City of Charles Sturt has provided match funding to support some of the costs of the mural.
In 23/24 the Arts and Cultural grants program will offer artists up to $5,000 for new projects in the City of Charles Sturt. We encourage you to explore this option further and to seek out other opportunities offered through open access events such as Adelaide Fringe, SALA, History Month and Nature Festival.
If you would like to find out more about painting a mural on your building contact the Place Making team on 8408 1221.
Have a story to share? Get in touch with us.
Emma Grivell
Business Engagement Advisor - Urban Projects
e: egrivell@charlessturt.sa.gov.au