It was also important to tell our story in short storyboards, that this wasn’t simply a mod pop up intent on holiday sales. We explained who Downtown Main Street is, what a pop up is, why we were doing this and what could happen after it closed December 21. These story boards really helped visitors while also enriching their experience…it slowed people down where they would look at the walls and ceilings and overall space in a new light.
Based on a consignment sales model, sales were not a priority for the program. With that said, sales were good; we knew that some work would not sell but that visitors would walk away with a memorable, unique retail experience, a unique art and crafts experience.
What made this initiative so powerful and so effective was that while we were open only 25 days, we had a presence for three months. Meaning, everyday, hundreds of people walked by or saw this reimagined space. It was a consistent, on-going campaign…not a one day event. Everyday the space lit up the block, every week the open sign was out. In those 25 days, the opening had 300 people and we estimate three thousand people walked through the doors.
So, we helped a property owner, a city block, our City, 27 artists and tested the viability of a long term regional arts gallery. Red Wing Downtown Main Street got incredible exposure as well. It was an outside the box idea – one that took a hip, urban idea and turned it on its head to go far beyond the ring of the register.