Author

Claire Jones

Date of Award

2023

Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Brendan Burns

Second Advisor

Maria Sancho-Arroyo

Abstract

Artlanta is a proposal for a potential business, this paper is the research into the mission of promoting and expanding Atlanta's art community and market, which is currently underserved. Sotheby’s Institute of Art, MA Art Business student Claire Jones, raised in Atlanta, Georgia, proposes a cohesive art non-profit organization that will better serve the Atlanta art community which is currently lacking throughout the city. This non-profit will be known as Artlanta. Jones’s mission began during her travels throughout Europe and the United States at an early age. She experienced how accessible art was to her as a traveler.
Jones recognized the lack of cultural attractions in the art scene in her hometown of Atlanta, Georgia. She hopes to see Atlanta's future art community grow and attract interest at the same level as other major cities worldwide. From an art perspective, Artlanta’s mission is to remove these impediments and provide the necessary needs to attract the growth of an advanced and more sustainable art community in Atlanta. The city's current cultural attractions of music, food, and movie production have been booming for the past ten years. These attractions will continue to flourish and be desired by travelers in the coming years.
Artlanta will assist in building the art community to be included as one of Atlanta's major cultural attractions for tourists. Artlanta will enhance Atlanta’s art scene by collaborating with established art businesses to create a more outstanding organization to provide more opportunities and resources for all art platforms in Atlanta and its surrounding areas in the South. Atlanta’s local artists and creatives are constantly seeking additional outlets for art students and emerging artists to have access to career opportunities and growth. Atlanta and the art world will benefit from this emerging business, expanding the art world and bringing
more opportunities to artists in the South. Artlanta will bring additional art to life within the South, making the South a prominent art district equal to the best of the world. The potential is that visitors come to Atlanta for music and food, but Artlanta will also put art on the map of attraction.

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