community relations
A GRASSROOTS APPROACH TO GIFTING & GRANTING
Hudson Pacific Properties & Macerich partner to celebrate diversity and support local artists
As a response to the devastating impact of COVID-19 on the local arts community , Hudson Pacific Properties ( HPP ) partnered with Macerich to give more than US $ 650,000 to artists in Los Angeles through the Vibrant Cities Arts Grant . Designed to support individual artists and arts organizations to either recoup lost funds from canceled programs or support ongoing artistic endeavors , the grant recognizes that artists , influencers , and creators are an essential part of the city ’ s vibrant culture . The funds are directly associated with the One Westside project , a joint venture between the real estate investment company and leading owner , operator , and developer of retail properties , which is converting the former Westside Pavilion mall into Google ’ s newest Los Angeles campus .
Described by Chris Pearson , Development VP , Planning & Government Affairs , HPP , as a financial lifeline to a wide range of artists , the program ' s specific focus is on supporting people of color , female , and LGBTQ + creators . Additionally , special consideration will be extended to those presenting work on social justice issues , civil rights , and the environment .
“[ Hudson Pacific Properties is committed to creating and cultivating communities that champion diversity and inclusivity and afford opportunity for everyone to succeed . We have decided to give special consideration to minority groups in order to uplift communities and voices that are often underrepresented . Los Angeles represents a fusion of different cultures and
... the grant recognizes that artists , influencers , and creators are an essential part of the city ’ s vibrant culture ." perspectives . We believe that it is critical to support artists and organizations that embody the diversity that makes our city so unique ],” he explained .
The partners reached out to LeBasse Projects , an international arts and culture consulting firm , to help manage and promote this community initiative . Specializing in public art programming , cultural placemaking , and urban design , the firm collaborates with artists and clients to develop and execute festivals , performances , immersive activations , and experiential installations . With a nominal budget available , the team carried out a grassroots marketing strategy that included digital , social , newsletter advertising , and word of mouth . In addition to releasing a press release , HHP and Macerich pitched select local artists , groups , organizations , and arts-focused media to generate awareness . With more than 800 applications submitted in ten days , the public response demonstrated the importance and need of such grants and initiatives during the ongoing COVID pandemic .
“ The City of Los Angeles Department of Cultural Affairs ’ Private Arts Development Fee Program requires owners to pay an arts fee associated with private development projects . Rather than allocating those funds to commission artwork for the property , Hudson Pacific Properties and Macerich , with support from the [ city program ], will disburse funds directly to many artists in need in increments of US $ 5,000 , US $ 10,000 or US $ 15,000 ,” Pearson noted .
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