GRAND RAPIDS, Mich. — Last year, ArtPrize saw nearly a quarter of a million visitors. According to Experience Grand Rapids, about half of those were people from outside the area.
This year, they are hoping to top it.
Experience Grand Rapids, handling the marketing of the event, is trying to draw crowds from outside the West Michigan area.
"There's an economic impact," said Kate Lieto, vice president of marketing for Experience Grand Rapids. "But it's also putting us on the map as a really great arts and culture destination."
Lieto explains they are focusing on advertising in the Chicago and Detroit areas.
"We are a national destination too, but the bulk of it comes from that four-five hours or less drive-in market," said Lieto. "So, Detroit and Chicago, we're really lucky that we have those big markets right in that drivable area."
Advertisements for ArtPrize include billboards in those areas, as well as car wraps, which is new this year.
The wraps were placed on Uber and Lyft vehicles in Detroit and Chicago. They have been driving around for about three months.
"We're also doing what they call swarms," said Lieto. "They go to big events, think Tigers games, Lollapalooza, the Chicago Detroit, the Chicago air and water show. They send a ton of cars that are wrapped in ArtPrize and just swarm around while there's tons of people."
Hotels in the area are also offering ArtPrize packages to lure people to spend the night in the city.
"They've got tons of big plans this year that's made it really easy to market for us," said Lieto.
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