Progress Report
R i c h m o n d A r t s C o r r i d o r
R i c h m o n d C i t y C o u n c i l
December 2025
01 02
03 04
05 Presentation
Agenda
Timeline
Policy Review Report
Community Listening
Sessions
Built in Environment Site
Analysis Walk
06 07
08 Conceptual Framework
Community Survey
Cultural District Application
Expanded Outreach/Next Steps
G r e e n = P a r k a n d G r e e n S p a c e
D a r k B l u e = P l a c e s o f i n t e r e s t o n t h e C o r r i d o r P i n k = C o r r i d o r B o o u n d a r y ( C o m m e r c i a l l y Z o n e d ) K e y
L i g h t B l u e = S i g n a l p o t e n t i a l s p a c e f o r a r t w o r k C i v i c C e n t e r A u d i t o r i u m
A t c h i n s o n
V i l l a g e P a r k
N e v i n P a r k &
C o m m u n i t y C e n t e r
Nichol Park
R i c h m o n d P u b l i c
L i b r a r y
H e a r t o f
R i c h m o n d
P a r k
BART/Amtrak
O h i o S t r e e t
R
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P
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R i c h m o n d M u s e u m o f
H i s t o r y a n d C u l t u r e
N I A D A r t
C e n t e r
R i c h m o n d A r t C e n t e r
R Y S E Y o u t h C e n t e r
M a c d o n a l d A v e n u e , w i t h e n d p o i n t s a t R i c h m o n d P a r k w a y a n d S a n P a b l o A v e n u e . 2 3 S t r e e t f r o m C a l i f o r n i a S t r e e t t o O h i o S t r d
Dirt World Park
R i c h m o n d
C o m m u n i t y
C e n t e r
C a l i f o r n i a S t
23rd Street
M a c d o n a l d A v e
R i c h m o n d
H i g h
S c h o o l
E a s t B a y
P e r f o r m i n g A r t s
C e n t e r
Contract
officially
signed and
Executed
May July
Conceptual
Framework
Completed
Initial Policy
Review
Report
Completed
September
Community
Listening
Sessions
Completed
Survey
Launch
Cultural
District
Application
Built in Site
Environment
Analysis
DecemberOctober
Expanded
Outreach
Proposal
Progress Report Timeline
C o n c e p t u a l F r a m e w o r k
D R A F T V e r s i o n 2 . 3
Conceptual Framework
Purpose: Provide a framework and visual
aid to help the community build on
previous outreach around the Arts
Corridor.
Avoids the problem of starting from zero,
especially for the survey.
Provides a solid initial foundation for the
strategic plan.
Provides general information and context
as well as initial reasons and ideas for the
Arts Corridor.
Policy Review Report
P u r p o s e :
R e v i e w k e y d o c u m e n t s , i n c l u d i n g t h e A r t s a n d C u l t u r e E l e m e n t , t h e P u b l i c A r t s M a s t e r P l a n , P r o c e d u r e s , a n d P o l i c i e s , a n d a n a l y z e f o r i n t e r s e c t i o n s w i t h t h e A r t s C o r r i d o r .
W h a t a r e t h e i n t e r s e c t i o n s o f a l i g n m e n t a n d c o n f l i c t ?
I s t h i s f e a s i b l e w i t h i n t h e c u r r e n t p o l i c y s t r u c t u r e R i c h m o n d h a s ?
Additional Texts Analyzed
Urban Greening Master Plan
Capital Improvement Projects
Zoning Laws
Noise Ordinance
Anti-displacement policies
Review of other Arts Districts such as
Emeryville, Tulsa, San Francisco,
Berkeley
Key Findings
The Arts Corridor has the potential to serve as a vehicle and strategy to accomplish several goals and plans outlined in key city documents over the last two decades.
Richmond has the existing policies and infrastructure to be a world-class arts corridor.
The Corridor advances goals related to:
Cultivating an arts-based identity for the city and establishing Richmond as a cultural destination.
Supporting local Arts and Culture Organizations – Expanding access, visibility, and investment in local artists and cultural organizations Economic Development – increasing foot traffic, supporting local businesses, creating jobs, and activating underutilized spaces
Key Policy Considerations
Support for Local Artists and Cultural Organizations: The Arts Corridor has the potential to connect the arts community and make Richmond a regular destination for visitors to enjoy, engage with, and explore.
Equity and Inclusion: There could be greater emphasis on equity and inclusion in policies for Artists. Reviewing other city policies, there is room for Richmond to adopt specific goals for percentage allocations of funding, as well as explicit language and efforts targeting underserved artists and supporting their efforts to reduce barriers.
Economic Development Potential: There is considerable potential to create more events that attract a broader audience to Richmond. The Arts and Economic Prosperity research found that visitors pay around $30 per person in the city when visiting an event.
Key Policy Considerations
Funding Strategies and Mechanisms: A diversified funding strategy is necessary and a common thread throughout the policy review of other cities. Richmond’s current funding mechanisms, one percent for the arts and the general budget, are not diverse enough to sustain the Arts Corridor. There are foundations that fund current arts organizations, and it would benefit the city to support organizations and help attract funders to invest in developing the Arts Corridor.
Policies and Procedures: There is a relatively simple process for placing art in public spaces, which mainly involves notifying and obtaining approval from the Public Arts Advisory Committee, which is part of the RACC. However, beyond the approval process, it has been vocalized in the Public Arts and Master Plan document, as well as in the public, that the challenges of working with some of the technical procedures and protocols exist.
Governance and Administrative Structure:
Every City is different and can range from an administrative structure that relies on government bodies and commissioners to one that is not involved at all, allowing a non-profit, foundation, or business association to take over the work. The Richmond Renaissance has done a tremendous amount of work to bring attention to Richmond, attract funders, and organize the community.
Community Listening Sessions
A community listening session is a qualitative research method where a group of stakeholders engage in a structured conversation facilitated by a moderator.
The goal is to gather insights, opinions, and
perceptions on the Richmond Arts Corridor and
provide a forum for participants to express their
thoughts and experiences, making it a valuable
tool in exploring attitudes, preferences, and
deeper qualitative insights on various subjects.
In this phase, we’re have gathered the insights of
Richmond residents and local arts advocates
through 5 community listening sessions and 10
pop up sessions. This has built imagination and
relationships with over 300 Arts Corridor
Supporters.
K e y F i n d i n g s
C om m uni t y L i st e n i n g S e ssi o n s
I nt er genera t i o n a l Jo y
Cultural Diversity and Unity
Public Space for Public Joy Richmond Artists are ready
to connect and shine
N I A D A p r i l 2 0 2 5
Built-In Environment Site Analysis Walk
Friday, September 12 we conducted a community walk
and analysis of the Arts Corridor with Licensed Architect and international professor Bz Zhang.
th,
We held a virtual briefing two weeks ahead of time and
spent a whole day on the corridor analyzing the built-in environment at several key locations throughout the
corridor.
We gathered concrete data points to help identify areas that need attention and opportunities for art. This process is designed to identify the physical boundaries in the
corridor. (ie, historical buildings cannot be modified) The information collected will be cross-analyzed with the survey and incorporated into the final strategic plan.
The California Cultural District
Program is a state initiative,
established by Assembly Bill 189 in
2015, that designates specific
geographic areas with a high
concentration of cultural resources
as official cultural districts. Each
certified district receives state
recognition for five years, along with
grants, technical assistance,
branding support, and marketing
partnerships to help preserve local
arts, support community-driven
cultural activities, and address
issues like artist displacement.
CA CULTURAL
DISTRICT
APPLICATION Brought together a team of stakeholders
to help steward the Arts Corridor.
Improved and refined our materials,
boundaries, and fitted the Arts Corridor
into a larger cultural context.
Conducted an Asset inventory of the
Corridor.
APPLICATION PROCESS AND SUMMARYBenefits of the
California Cultural
District Program
State recognition and
visibility as a hub for arts
and culture.
Access to funding
opportunities and
technical assistance.
Support for anti-
displacement strategies
and local economic
development.
Networking and
collaboration with other
Cultural Districts across
California.
RESULTS
Did not advance to semi-finalist round
Panel comments indicate 4/5 application
reviewers highly rated our proposal, while 1/5
found our proposal needing more concrete
details and plans.
Survey Distribution
Please share the survey
with your network and
neighbors!
Visit
Richmondartscorridor.com
Note
We conducted further testing and made
improvements to the survey to make it
clearer, easier to navigate, more engaging,
and enjoyable. With the final
improvements, the survey is has launched
and circulating through the community
now and possibly to December or March
depending on expanded outreach.
Online information Session
https://www.youtube.com/w
atch?v=26RIM-
QFrsE&t=2s
We held an online
information session for folks
interested in learning more
about the Arts Corridor.
We received 15 interested
participants, including press
inquiries.
EXPANDED OUTREACH
PROPOSAL
Expanding outreach for the Arts Corridor is an investment in trust, equity, and long-term success.
By engaging a broader cross-section of the community now, we can prevent misunderstandings, build authentic partnerships, and ensure the Corridor reflects the voices of those who live and work within it and reduce risks of community opposition through proactive engagement
The Arts Corridor outreach has been highly successful, generating strong community interest and participation.
Demand for more opportunities to engage is growing - when people learn about the Corridor, they want to know how to get involved.
However, several key stakeholders have not yet been reached, and their inclusion is essential if resources permit, which will improve data collection to inform the Strategic Plan.
Foster a sense of ownership of the Arts Corridor, rather than the perception that the City is imposing its vision.
We have received strong interest from community
stakeholders for smaller, focused listening sessions to provide input on the Arts Corridor. These sessions will not be full-scale listening session events but focused
discussions using the Arts Corridor survey to guide
feedback collection.
Direct feedback from local businesses and residents,
especially those most directly impacted by the Arts
Corridor, is critical for ensuring our approach is
equitable and inclusive, especially for individuals
marginalized by traditional communication channels.
We will canvass the entire Corridor and speak to as
many businesses as possible.
1 2
Direct Outreach and Canvassing
Additional Benefits to city of Richmond’s Macdonald
Economic Task Force
Targeted Focus Groups
Expanded Outreach Strategies
Work from this entire effort will benefit the Macdonald Ave Economic Task Force, and can identify ways for
the task force to support the Arts Corridor’s goals
that simultaneously support the Task Force’s Goals.
Proposed Amount for increased outreach expansion
is approximately $15,000 ($14,952)
Covers canvassing, engaging small businesses,
stakeholders and 6 focus group sessions.
Economic Benefits of Establishing an Arts Corridor
(From Conceptual Framework)
Increased Tourism Foot Traffic and Patronage: A Vibrant Arts Corridor can draw in higher foot traffic, art enthusiasts, and tourists, benefiting local businesses.
Job Creation: The establishment of galleries, studios, theaters, and creative spaces fosters job creation, benefiting artists, curators, event organizers, and support staff.
Cultural Events and Festivals: Arts Corridors host cultural events, festivals, and exhibitions, increasing revenue through ticket sales, concessions, and merchandise.
Creative Economy Growth: Thriving Arts Corridors foster growth in the creative economy, supporting artists, designers, musicians, and creative professionals.
Improves City Image: An Arts Corridor enhances our city's image as a vibrant and culturally rich destination, attracting businesses, investors, and skilled professionals.
Real Estate Development: Arts Corridors often catalyze real estate development, increasing property values and attracting investment.
Increased Property Tax Revenue: Rising property values generate additional property tax revenue, which can be reinvested in public services and infrastructure.
In 2017, the previous study, AEP5, documented that the nonprofit arts and culture industry generated $166.3 billion in economic activity (spending by organizations plus the event-related spending by their audiences) which supported 4.6 million jobs and generated $27.5 billion in government revenue. The AEP series demonstrates that an investment in the arts provides both cultural and economic benefits.
Nonprofit arts and culture organizations are businesses. They employ people locally, purchase goods and services from within the community, are members of their Chambers of Commerce, and attract tourists to their regions.
The arts drive commerce to local businesses. The arts, unlike most industries, leverage significant amounts of event-related spending by their audiences. In 2017, arts attendees spent $31.47 per person, per event, beyond the cost of admission on items such as meals, parking, and lodging— vital income for local businesses.
Arts travelers are ideal tourists. They stay longer and spend more to seek out authentic cultural experiences. One-third of attendees travel from outside the county in which the activity takes place and spend an average of $48 per person. (69% say they traveled specifically to attend the activity.)
Small investments. Big returns. In 2017, the combined $5 billion in direct arts funding by local, state, and federal governments yielded $27.5 billion in government revenue Excerpt from American for the Arts
Arts and Economic Prosperity 6 Report
3 1 . 9 %
2 9 %
2 4 . 6 %
1 4 . 5 %
Resources Contributed
We believe in the importance of inclusion,
equity, and creating a successful strategic
plan. This requires surpassing a threshold of
quality information.
Meeting community members where they are
at generates quality data that increases the
success of this project and the long-term
sustainability of the Arts Corridor.
This is a testament to how the community is
also invested in this project as well.
C i t y o f R i c h m o n d
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I n K i n d D o n a t i o n s a n d L a b o r
f r o m C o m m u n i t y
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e s t i m a t e d $ 8 5 , 0 0 0
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f r o m Z e l l e r b a c h F a m i l y
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F a m i l y F o u n d a t i o n
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D i s c o u n t e d C o n s u l t a n t
L a b o r C o s t s
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P H A S E O N E
I d e n t i f y L i s t e n i n g S e s s i o n
H o s t s
D e v e l o p C o n c e p t u a l
F r a m e w o r k
P o l i c y R e v i e w R e p o r t
D e v e l o p O u t r e a c h
M a t e r i a l s a n d S u r v e y
D E L I V E R A B L E S
C H E C K L I S T
N E X T S T E P S
P H A S E T W O
C o m u n i t y O u t r e a c h
7 L i s t e n i n g S e s s i o n s
L i s t e n i n g S e s s i o n R e p o r t
B u i l t i n E n v i r o n m e n t S i t e
A n a l y s i s
P H A S E T H R E E
E X P A N D E D O U T R E A C H
C a n v a s s i n g
T a r g e t e d F o c u s G r o u p s
P H A S E F O U R
D a t a a n d E c o n o m i c
A n a l y s i s
S t r a t e g i c P l a n D r a f t
F i n a l i z e d S t r a t e g i c P l a n
ESTIMATED COMPLETION BY
(FEB - JUNE)
( N O T C O N F I R M E D )
THANK YOU!
Q&A