Letter of Support for Dubuque Museum of Art Destination Iowa $10 million Grant Application to Provide Funding Assistance for a $40 Million Art Museum ProjectCity of Dubuque
City Council Meeting
Action Items # 02.
Copyrighted
December 5, 2022
ITEM TITLE: Letter of Support for Dubuque Museum of Art Destination Iowa $10
million Grant Application to Provide Funding Assistance for a $40 Million
Art Museum Project
SUMMARY: City Manager transmitting a letter of support to the Iowa Economic
Development Authority (I EDA) for the Dubuque Museum of Art's
Destination Iowa $10 million Grant Application to provide funding
assistance for a $40 Million Art Museum Project.
SUGGESTED Suggested Disposition: Receive and File; Approve
DISPOSITION:
ATTACHMENTS:
Description Type
Letter of Support Supporting Documentation
DUMA-Destination Iowa Application Supporting Documentation
THE CITY OF
DUB TE
Masterpiece on the Mississippi
Dubuque
AII•Amerin Cft
2007-2012.2013
2017*2019
November 17, 2022
Iowa Economic Development Authority
Economically Significant Development Fund
1963 Bell Avenue
Des Moines, IA 50315
Dear Economically Significant Development Fund Review Panel,
City Manager's Office
City Hall
50 West 13th Street
Dubuque,IA 52001-4845
Office (563) 589-4110
Fax (563) 589-4149
TTY (563) 690-6678
ctymgr@cityofdubuque.org
www.cityofdubuque.org
I am writing in my capacity as City Manager for the City of Dubuque to fully endorse and
support the proposal submitted by the Dubuque Museum of Art to the IEDA.
The Museum is one of Dubuque's treasures. As the oldest cultural institution in the state
of Iowa, the proposed project is monumental for the Museum, the City of Dubuque, and
the tri-state region. DuMA's plan for expansion is a bold vision and investment in the
cultural sector at large and is destined to have a transformative impact on tourism in our
region.
DuMA has reimagined its place within the community and articulated the Museum's
long-term value proposition through this capital project. The project is strongly tied to
the opportunities defined by the City's master plan for arts and culture and
strengthening and expanding economic and community vitality.
As you know, a transformational project of this scope requires significant resources and
time to fully complete. Arts and cultural organizations in Dubuque rely heavily on local
philanthropy, which draws from a small number of sources. I sincerely hope that IEDA
will lend its support at this critical juncture.
With this project, the Dubuque Museum of Art will continue to be an anchor to the State
designated Dubuque Cultural Corridor.
Service People Integrity Responsibility Innovation Teamwork
Thank you for your consideration and for all the work that you do to ensure that Iowa
retains its competitive advantage as a place of vibrancy and prosperity.
Sincerely,
k�4 lv'4�
Mi hael C. Van Milligen
City Manager
MCVM:sv
Service People Integrity Responsibility Innovation Teamwork
Destination Iowa
Funding Available through ARPA/SLFRF
I( J1WA
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economic development
Proposal submitted by:
Dubuque Museum of Art
November 2022
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SECTION 1- PROJECT INFORMATION AND ELIGIBILITY
Please select one grant fund from which you are requesting assistance below.
Make note of the requirements by checking the requirements. Applications that select more than one fund will be
returned to the applicant as ineligible.
Economically Significant Development Fund
• Project will be a draw to the community ❑x
• Applicant is a city, county, or not -for -profit organization. ❑x
• Project is primarily vertical infrastructure ❑x
Outdoor Recreation Fund ❑
• Project will be a draw to the community ❑
• Applicant is a city, county, or not -for -profit organization. ❑
• Project is a major outdoor amenity that enhances outdoor recreation ❑
Tourism Attraction Fund ❑
• Project creates or expands tourism opportunity ❑
• Applicant or project does not qualify for either the Economically Significant Development Fund or the
Outdoor Recreation Fund ❑
Name of Project: Capital Campaign
Applicant Organization: Dubuque Museum of Art
Organization Type: ❑ City ❑ County
Address: 701 Locust Street
City: Dubuque
Contact Person: Gary Stoppclman
Telephone: 563-557-1851
Federal Identification Number: 42-1071185
County: Dubuque
Grant Request $9,982,878
Date Submitted: November 16, 2022
❑x Non-profit organization
State: Iowa
Title: Executive Director
Email: gstopTelmankdbgart.org
❑ For -profit business
Zip Code: 52001
City Population: 59,119 (US Census, 2021)
Total Project Budget $39,931,512
Grant request and Total project budget should match the amounts shown in Section 2.
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2
Pro aect Description
Describe the proposed project in detail. Insert renderings and/or photos illustrating the proposed project.
In 2024, the Dubuque Museum of Art (DuMA) will celebrate its 150th anniversary. This milestone is an occasion to honor
the legacy of the first cultural institution in the state of Iowa and celebrate the tremendous opportunity ahead as the Museum
undertakes a monumental capital expansion project. As an anchor institution in the heart of downtown Dubuque, the Museum
of the future is uniquely poised to serve as a beacon for economic vitality and cultural vibrancy on a local, regional, and
national scale.
The inspiration for the capital campaign and the rationale for the project began in 2016 when existing site evaluations
revealed constraints on DuMA's ability to increase its facility and impact. Recognizing the need for expansion, DuMA
acquired two adjacent properties on the northwest corner of the block where the Museum is currently located. Unfortunately,
the subsequent capital campaign was paused as COVID-19 disrupted normal operations for the Museum. While this was a
significant setback for the campaign, DuMA forged ahead and chose to revisit its strategic plan to directly address the
community's evolving needs and how the reimagined museum could serve as a catalyst for rebuilding identity and civic
pride, promote inclusion and celebrate diversity, and strengthen social and community bonds. The resulting five-year plan
focused on transforming programming, impact, and building spaces that would facilitate expanded community engagement
with a wider range of the Museum's collection, support rapidly growing regional tourism, and integrate robust
partnerships with other key stakeholders and organizations.
From the strategic planning process, DuMA elected to undertake an operational feasibility study led by AEA Consulting and
Straka Johnson Architects. Key deliverables from the study, completed in 2022, include market research and concept
development, space plan and capital cost estimation, future operating and expenditure projections (including a flexible
financial model and sensitivity and risk analysis), funding requirements, site evaluation and selection, and critical path
timetable. From these recommendations, DuMA has now completed the first phase of project activities, including:
Initial site audit and assessment
Acquisition of adjacent buildings
Campaign visioning, theme
Strategic plan
Board approval
Develop case for support
Engage AEA Consulting for operational feasibility study
Operational feasibility ($100K spent to date)
Conduct groups/stakeholder interviews
Market research, appraisal
Benchmarking and case studies
Space planning, development
Capital cost estimates
Campaign and operating staffing model
Operating income and expenditure projections
Opportunity and Request:
In 2023, DuMA will embark upon the next and final phase of the capital campaign project. Hard costs are projected to total
$39,931,512 with the construction base building and warm lit shell completed in April 2026. Funding from IEDA
Economically Significant Development Fund will support 25% of this project's expenses, ensuring that funds are fully
obligated for the completion of 2024. Funding will be allocated to architectural and design development; permits, surveys,
and inspections; site preparation, demolition, and excavation; and construction operation expenses. Funds be documented
with bids, agreements, and receipts.
This capital project offers a direct response to regional needs and reflects extensive community input and voice for Dubuque's
future vision. The project fosters greater participation and engagement at all levels (beginner, amateur, professional, artist
volunteer, and audience member), and deepens appreciation for arts and culture among the general public by providing
accessible, relatable information and interpretation with arts and cultural offerings. The enhanced space will increase
availability and accessibility of arts and culture offerings, diversifying genres, artistic disciplines, and activities to better
match the interests of residents and tourists. The project will result in increased services and the following project benefits:
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o Investing in social spaces that welcome all users regardless of ability
o Facilitating new ways of learning and new forms of arts education
o Demonstrating increased flexibility in multipurpose spaces that adapt to creative uses and contribute to revenue
generation, organizational sustainability, and economic impacts for the City and region
o Supporting a variety of art forms and building spaces to inspire cross -disciplinary collaboration
o Ensuring the building effectively supports collection, exhibitions, education while stewarding the State's unique
artistic and cultural resources
o Integrating technology and digital enhancements to support offsite and online programming
o Identifying iconic civic architecture that is recognizable, welcoming, and visible
o Supporting city and neighborhood revitalization to build creative placemaking efforts, support tourism, and boost
the local economy
IEDA funding is essential to launch a transformational project of this magnitude. The project aligns with Dubuque's Master
Plan for Arts and Culture and Community Enactment Strategy and is informed by feedback from diverse community voices
including local and national arts, education, and humanities leaders, guests, volunteers, and Museum leaders. This plan
and stakeholder input positions DuMA as a leading arts and culture institution in the state and one of the first capital
construction projects of its kind to fully address issues of diversity, equity, inclusion, and accessibility (DEIA) through
reimagined shared community spaces.
The scale of need in this community for increased dialogue, understanding, and shared experiences among people of different
generations, backgrounds, beliefs, and perceptions exceeds the capacity of any single institution. IEDA funding also helps
new investors see the project's diverse impacts, from attracting new employees to the area, retaining workforce, and drawing
tourists, to providing an environment in which families can grow and thrive. These activities and the region's vision for
equitable growth coalesce with this project and DuMA mission and values.
SECTION 2 - PROJECT COSTS AND FINANCING
Pro aect Cost Estimates: Use the following chart to summarize the project budget. Do not include any project expenses that
have already been expended or work that has already been completed. Grant funds will be disbursed on a reimbursement
basis for eligible expenses only.
Budget Items
Real Estate Acquisition
$200,000
Site Preparation
$300,000
Construction
$28,220,150
Remodeling/Renovation
$0
Fixtures/Furniture/Equipment
$1,900,000
Public Art & Landscaping
$400,000
Architectural/Engineering Design
$4,500,000
Construction Administration/Permits
$840,000
Other, describe (owner's contingency)
$3,571,362
Other, describe
$0
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4
TOTAL PROJECT COSTS $39,931,512
SECTION 3 - PROJECT PLANNING AND TIMELINE
1. What is the timeline for the project? Include project start date, estimated completion date and dates for completing
major milestones. Note: federal requirements state that all costs be incurred by December 31, 2024. Incurred means
obligated or under contract, but not necessarily expended.
Task
Duration
Start
Finish
Due Diligence and Team Assembly
120 days
1/3/2023
6/19/2023
Site Due Diligence and Reports
5 wks
1/24/2023
2/27/2023
Confirm Development Restrictions
15 wks
1/24/2023
5/8/2023
Building Team RFP and Selection
10 wks
3/21/2023
5/29/2023
Approval of Workplan and Release Design
3 wks
5/30/2023
6/19/2023
Site Planning & Demolition
100 days
1/31/2023
6/19/2023
Procure Site -Demo Team (Civil, Arch. For Demo)
4 wks
1/31/2023
2/27/2023
Prepare Site & Demolition Plans for Permit and Pricing
16 wks
2/28/2023
6/19/2023
Museum Building Design
380 days
6/20/2023
12/2/2024
Schematic Design, Budget Check and Approval
14 wks
6/20/2023
9/25/2023
Design Development, Budget Check and Approval
20 wks
9/26/2023
2/12/2024
Construction Drawings
24 wks
2/13/2024
7/29/2024
Conformed CD's for Construction — Permit Recv'd
4 wks
11/5/2024
12/2/2024
Permitting and Bidding
360 days
6/20/2023
11/4/2024
Site Plan and Demo Permit Review and Bidding
16 wks
6/20/2023
10/9/2023
Building Permit Review and Approvals
20 wks
6/18/2024
11/4/2024
Bidding and Confirm GMP Contract
10 wks
7/30/2024
10/7/2024
Construction
820 days
10/10/2023
11/30/2026
Make Safe Utilities for Demo and Site
4 wks
10/10/2023
11/6/2023
Site Prep and Demolish Exist. Buildings to Grade
18 wks
11/7/2023
3/11/2024
Excavation and Underground Utilities
12 wks
7/16/2024
10/8/2024
Construction Base Building & Warm Lit Shell
80 wks
10/8/2024
4/20/2026
Interior Fit -Out
28 wks
12/16/2025
6/29/2026
Exhibits, FF&E Installation & Testing
22 wks
6/30/2026
11/30/2026
Museum Soft Opening
12/1/2026
12/1/2026
0 Grant Project Timeline
2. If work on the project is already underway, please indicate -
a. What has been completed at time of application?
b. Confirm these expenditures are not included in the proposed project costs:
DuMA began planning for expansion in 2016 and unveiled a capital campaign for a new, reimagined space in 2018. The plan
includes acquiring additional space to facilitate expanded community engagement with a wider range of the collection, to
support rapidly growing regional tourism, and to integrate robust partnerships with other cultural organizations. During the
pandemic, DuMA paused solicitations and launched the next phase of its campaign to continue this effort. Project activities to
date and their completion dates include the following:*
o Initial capacity evaluation (2016-2017)
o Acquisition of adjacent buildings (2017-2018)
o Campaign plan, launch, pandemic pause (2018-2021)
o Strategic planning (2021)
o Focus groups(2021-2022)
o Operational feasibility, construction plan, use of space, cost (2022)
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*These expenditures are not included in the proposed project costs outlined in this proposal.
3. Is this project located in a Qualified Census Tracts? YES ❑x
2021 and 2022 Small DDAs and OCTs I HUD USER NO ❑
4. Is the project located in a community with an average median income below 185% of the federal poverty level?
YES ❑ NO
5. Is the project located in a community that was disproportionately impacted by the COVID-19 pandemic? If yes, how
does this project address that negative impact?
Numerous families, neighborhoods, businesses, and other community organizations in Dubuque were impacted by the
pandemic. The City of Dubuque Health Services Department has continued to work in close partnership with the Dubuque
County Health Department, Dubuque County Healthcare Preparedness Coalition, and the Iowa Department of public Health
to prepare for and minimize the impacts of COVID-19. To date, over 29,603 cases and 316 deaths related to COVID-19 have
been reported in Dubuque County. A state of civil emergency was declared by Major Brad Cavanagh in 2020 and finally
rescinded in February 2022.
The Museum was also impacted by COVID-19 and has come through the pandemic to a place of strength. In 2020, DuMA
was closed to the public mid -March through late June. That closure led to a decline in visitation of 65%, while revenue from
the Museum's most significant fundraising event declined by $20,000 when the event shifted from in -person to virtual. In
2020, DuMA had an operating deficit of $94,000 from lost revenue and COVID-related costs (e.g., investments in digital
infrastructure). In addition, DuMA paused campaign solicitations which created an additional gap of $30,000 in unfunded
capital maintenance when two HVAC units, essential for safe air circulation, failed. By late 2021, investment in a major
exhibition, Vietnam: The Real War, and commensurate marketing activity reengaged the community and attendance returned
to pre -pandemic levels.
The COVID-era necessity for outdoor space to allow for social distancing and promote safe and entertaining opportunities to
gather has been pivotal in informing building space planning and design. In addition to being adjacent to Washington Square
Park, the new museum includes 10,000 square feet of outdoor sculpture garden. The Museum of the future is an opportunity
for DuMA to lead the cultural sector forward post -pandemic. As one of the first large scale cultural development projects
initiated in the state of Iowa since the onset of COVID-19, DuMA has been highly intentional and strategic in its approach to
a project of this scale and addressing evolving needs of its constituents.
6. Does the strategic planning for this project to include handicapped accessibility? If so, does it go beyond basic ADA
compliance?
The Museum is committed to diversity, equity, inclusion, and accessibility (DEIA), upon which the agency mission is built
and aligns with the work of the D5 coalition in which any individual or group feels welcomed, respected, supported, and
valued to fully participate in all DuMA activities and programs. In addition to building ADA accessible Museum and
community spaces, the feasibility study has addressed the unique needs of all identity groups. The building's enhanced space
creates capacity to welcome audiences with mobility challenges, visual impairments, and even includes sensory areas for
individuals on the autism spectrum to name a few examples. The project goes beyond basic ADA compliance also by
providing a platform to host expanded exhibitions, activities, events, and programming with the proactive intention of
ensuring all groups feel safe and represented. This includes creating inclusive materials and exhibitions that represent peoples
of diverse backgrounds and cultures while elevating the work of creatives from all identity groups. The prioritization of
accessible outdoor space that seamlessly transitions into sculpture garden and the museum lobby is intentionally designed to
promote a sense of belonging and inclusivity.
7. Has the planning for this project incorporated any other state priorities such as water quality, rural broadband access,
or rural development?
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The new facility addresses several of the Governor's priorities such as ensuring Iowa's economic prosperity, innovating
Iowa's workforce, making Iowa an employment destination, improving access to child care, preparing students for the
workforce, empowering rural Iowa, and ensuring strong and safe communities.
This project supports equitable poverty reduction with inclusive learning, literacy, and play experiences that begin outdoors
in Washington Park and the 10,000 square foot sculpture garden. The number of urban and rural students served will triple
thanks to the removal of key barriers such as galleries being closed for the rotation of temporary exhibitions. The addition of
four times the gallery space devoted to the permanent collection of Edward S. Curtis, Grant Wood, and Arthur Geisert
provides ample opportunity for the development of K-8 curriculum across multiple disciplines. Additional facility space also
incorporates purpose-built galleries for student exhibitions and student curators, provides space for art -making workshops,
screenings, and lectures, increases new culturally relevant extracurricular activities, and ultimately increases the number of
students with college and career experience.
Finally, as the easternmost gateway to the state of Iowa, this project will also draw increased levels of tourism and
recognition for the state and expand upon already flourishing traffic from Mississippi River cruises and visitors to Field of
Dreams. The Museum provides an opportunity for tourists to stay longer and explore more of what the state has to offer in
both urban and rural centers.
SECTION 4 - ECONOMIC IMPACT & LEVERAGE
Destination Iowa is designed to grow tourism activities that will benefit the economy of the community and the state.
Applicants must demonstrate how the proposed investment will be a draw to the community, region, and state.
1. Please describe how this project will be a draw for your community?
DuMA actively promotes and aligns with the City's master planning and outreach goals helping to attract thousands of
visitors to Dubuque, integrating arts into numerous community venues across the City, and supporting economic and
financial growth. Arts and culture are key economic drivers that enhance the quality of life by connecting diverse populations
through shared cultural experiences. In addition to tripling and diversifying engagement, the capital project and expanded
footprint of the Museum will create deeper exhibition programming and a more fully integrated interpretation of the current
collections. Proposed plans for DuMA include multipurpose spaces that welcome populations of all ages, from toddlers to
older adults. As noted, the project aligns with the City's Arts and Culture Master Plan and will:
• Retain the arts, culture, and local character inherent in the neighborhood
• Right -size the building to meet capacity for exhibition, education, community events, and administration,
including demand for more outdoor activities
• Invite people of all backgrounds to arts and cultural venues and activities to ensure Dubuque is inclusive and
welcoming of all people
• Ensure safety and security for families, single people, and patrons of all ages, as well as context for audiences
of all racial and ethnic backgrounds
• Make art more visible in all aspects of daily life in Dubuque, whether through physical presence (public art or
aesthetically pleasing functional structures) or through highlighting arts and culture through promotional
efforts or everyday conversation
• Deploy arts and culture in service of special needs and populations (such as individuals living with disabilities,
underserved families, veterans, etc.)
The Museum also draws numerous artists to the community and offers a platform upon which artists engage with the
community and showcase their talents. These activities translate to boosted capacity in Dubuque, building on the
Museum's physical space. Other activities the project will support relative to the State's economic vision include:
• Developing, attracting, and retaining talent for the City of Dubuque by helping people experience the
intersectionality of creativity in their everyday life. The Museum's Biennial exhibitions, for example, attract artists
from a 200-mile radius from Dubuque to showcase and develop their work. The Museum provides a direct linear
path from being featured in smaller group shows to larger gallery events.
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• Expanding arts education and opportunities to students through its Arts Trek programming that is expanding to
include all grade levels. As just noted, artists of all skill levels are invited to participate in the Biennial exhibition,
from which multiple successful artists have been introduced to the community by showcasing their first works. Last
year the exhibit featured artwork from individuals aged 16 months through age 80+. The Museum also sponsors a
robust volunteer program, with all front house staff being volunteers from the area.
DuMA's partnerships across different sectors in Dubuque — education, arts, health, tourism, industry — provide tangible,
valuable resources to the community and economic impacts — also serving as an effective conduit for disseminating and
supporting the goals of the City's master plan and the State's economic vision. As a key gateway to Iowa in the tri-state
region, the arts are inherently woven into the fabric of Dubuque and DuMA leans into this competitive edge by attracting
diverse audiences who identify with and reflect these artistic traditions. The new Museum will continue to foster these efforts
in and support a higher level of service delivery to the community.
2. Who is the target audience for this project? Please be specific about the targeted group demographics and location.
The target population for the Museum includes the general public throughout the tri-state area and regional tourists.
The population served by this project mirrors that of the City of Dubuque with a median household income of $54,938 in
2020 dollars. Approximately 13.2% of individuals are living below poverty level. The Museum is committed to improving
learning experiences and increasing access for all students, LGBTQIA+ community members, the BIPOC community, and
residents over age 65 by providing uniquely tailored programming to attract diverse audiences, including: (1) free or reduced
admission for veterans, students, and those under federal benefit programs; (2) digital access to DuMA's exhibits and
permanent collection for individuals living with physical and/or cognitive disabilities; (3) the intentional curation of safe
spaces and diverse programming; and (4) expanded outreach to low-income neighborhoods and schools. On average, of those
served, 80% of visitors identify as White; 7% as Black/African American; 3% as two or more races; 2% as Asian; 1 % as
Native Hawaiian/Pacific Islander; and 7% were unknown.
Travel Dubuque estimates 2 million visitors come to Dubuque each year. The primary tourism audience for this project will
be drive market tourists planning travel from three of Iowa's top -five in -bound states: Illinois, Minnesota, and Wisconsin in
addition to domestic tourists planning Mississippi River heritage travel. Within that geography, efforts will focus on cultural
and heritage tourists and sports tourists. Demographically, the cultural and heritage tourism segment includes boomers
planning cruises to explore the history and heritage of the Mississippi River and western American expansion. Travel
Dubuque forecasts riverboat traffic will exceed 20,000 passengers by 2024. The project will also attract families with
children exploring our history and heritage at sites like the National Mississippi River Museum, Ulysses Grant home in
Galena and Frank Lloyd Wright's Taliesin. Cultural tourism also includes creative professionals and young adults planning
travel to the Museum's annual summer exhibitions of regional art, concert goers at Five Flags and Chaplain Schmitt Island as
well as culinary tourists exploring Dubuque's artisanal dining and craft beverage scene. Additionally, the new Museum will
be an important draw for 136,000 sports tourists expected to visit the Field of Dreams each year across 62 annual baseball
camps, tournaments, MLB games, music concerts, festivals and group/corporate meetings (Travel Dubuque). This project
will create an additional nationally recognized attraction and reason to extend hotel stays in Dubuque.
Other beneficiaries include other arts and cultural institutions, partnering schools, community organizations in the service
area with which DuMA collaborates. The new facility will create more opportunities for these partnering organizations to
offer expanded activities for the sector with growing audiences for the Museum, the City, and the region in mind. A major
focus of the capital effort is to extend DuMA's reach to underserved populations and to engage a broader range of community
residents through increased outreach, population -specific programming, and integrated community spaces that invite
participation. During precampaign planning, DuMA hosted numerous focus groups for the public to weigh in on the social
and artistic vision for Dubuque. The new Museum reflects this input and aligns with DuMA's strategic goals to diversify
artistic content, facilitate community discussion, and celebrate social heritage and intersectionality among diverse
populations.
3. Please describe the economic impact of these visitors.
In Iowa, according to the U.S. Bureau of Economic Analysis, the arts and culture sector contributed $4.2 billion to Iowa's
economy in 2020, representing 2.1% of the state's GDP. Iowa's first city is home to dozens of arts and cultural organizations;
the sheer volume of arts and cultural activity in Dubuque is remarkable and DuMA has long been a champion for the region.
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It is well documented that culturally and creatively vibrant cities tend to be more economically prosperous. A 2012 study by
Americans for the Arts revealed that Dubuque's nonprofit arts and cultural industry generates $47.2 million in annual
revenue.
The direct spending of this increased visitor traffic will be measured in seven-day, year-round economic downtown vibrancy
including increased demand for hotel nights and increased spending on dining, parking, retail, and entertainment in
Downtown Dubuque and the hospitality jobs supported by that spending. In addition to the $40 million in construction, the
Museum expects to triple its own annual spending to $3.5 million dollars and add 15 new full time jobs.
The new Museum will also dramatically expand the range of major events and conventions that the city will attract. Six new
architecturally significant event spaces, including the outdoor sculpture garden, will provide extraordinary venues for
corporate and convention events from 200-1000+ guests. Alongside expansions at the Field of Dreams, Chaplain Schmitt
Island and the renovations of the Five Flags entertainment center, the city's ability to host major event will be significantly
enhanced. This nationally recognized new attraction will also support the growth of inbound arrivals to the region's airports.
Conservatively, and with increased per person spending by opening day, additional economic impact for Dubuque would
approximate $1 million in additional revenue for this type of spending alone. In addition to this sizeable economic impact,
the arts and culture are central to Dubuque's identity and civic pride; play an integral role in the life of schools, colleges, and
universities; promote inclusion and celebrate diversity; and strengthen social and community bonds.
4. Does this project have a regional or statewide impact? Please explain.
As noted previously, Dubuque is Iowa's eastern -most city often considered the gateway to Iowa with a centrally located
bridge connecting the tri-state region. The Museum is prominently situated in downtown Dubuque with broad and ready
access for all audiences. Increased space and capacity will support expanded programming including the previously noted
Biennial exhibition which draws artists from a 200-mile radius and an expanded and popular Winter Arts Festival and
Competition which attracts six Iowa teams of competing artists and more than 3,000 attendees. Other regional festivals,
including an Indigenous Americans Friendship Powow and Marshalese Festival are planned. The new space will continue to
house the Museum's collection which is digitally accessible statewide.
5. How will the amenity be marketed or promoted once operational? How do the proposed marketing efforts reach
your target audience?
The Dubuque Museum of Art will support the efforts of Travel Iowa and Travel Dubuque to increase market share from the
growing post-COVID domestic travel market. A national PR and paid advertising campaign, in partnership with Travel Iowa
and Travel Dubuque, will tell the story of DuMA's world class architecture and innovative storytelling through placements in
national architecture and art press like The New York Times and Architectural Digest. This national push will be supported
with a paid advertising campaign targeting families planning vacation travel, cultural tourists and Mississippi River boat
tourists. With its state and city partners, the Museum will target national and regional travel writers in publications like
Conde Nast Traveler, USA Today, Chicago Tribune, and the Minneapolis Star Tribune.
The new Dubuque Museum of Art will also expand efforts to increase Mississippi River boat tourism. DuMA will launch a
multi -year series of exhibitions that explore Edward Curtis's masterpiece, The North American Indian. This series will
exponentially increase efforts launched in 2022 to meet growing demand by Viking river cruises (currently limited by
capacity to 30 guests per stop). Edward Curtis is one of the most prominent and recognized photographers of the 20th
century. He documented over 40,000 photographs and 10,000 recordings of Indigenous Americans between 1907 and 1930
and DuMA is home to one of only 100 surviving sets of his masterpiece. At the time of its publication, The North American
Indian was described by the New York Herald as "The most ambitious enterprise in publishing since the production of the
King James Bible." For ten years following the opening, DuMA will curate a series of exhibitions that explore Curtis's 20
volume masterpiece as well as the long untold stories of Indigenous Americans. Each exhibition will then tour the country,
marketing the Museum and the state to a national network of cultural tourists.
DuMA will take a similar approach to another renowned artist and pillar of the Museum's collection, renowned children's
book illustrator and Iowan Arthur Geisert. DuMA is the exclusive home to Geisert's complete body of work — more than
1000 etchings. Three of Geisert's books have been honored as New York Times Best Illustrated Children's Books and his
work is has been seen at leading museums like the Metropolitan Museum of Art and the Art Institute of Chicago and featured
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in magazines like The New Yorker. A multi -year series of immersive exhibitions about each of Geisert's bestselling books
will be marketed to families all across the upper Midwest.
1. Will the project positively project the state's image on a national scale?
As noted previously, Dubuque is Iowa's eastern -most city often considered the gateway to Iowa with two centrally located
bridges connecting the tri-state region. The Museum, envisioned to be a bold architectural statement, is prominently situated
in downtown Dubuque. In addition to the visually stunning building, the innovative and accessible festivals and exhibitions
planned will be a beacon that forever change the first impression of Iowa for 74,000 Locust Street drivers each week.
As noted in the attached feasibility study, DuMA has the opportunity to both serve artists in the immediate vicinity as well as
draw in artists as key visitor segments that positively projects the state's image through recognition as a hub for artistic
activity. An analysis of recent submissions for the DuMA Biennial indicated a strong presence of practicing artists in
the immediate area and Galena, and stretching North to Minneapolis, and West to Des Moines and East to Chicago. The last
10 years of Biennials have seen an average of 242 submissions every year, peaking at 445 in 2019. Given the proximity of
Dubuque to other metro areas with practicing artists, expanded artistic programs, artist exchanges, and invitationals hosted at
the museum could continue to draw a significant proportion of artists living in neighboring cities and major cities such
as Chicago and Minneapolis.
The planned facilities will allow for the museum to fully articulate its mission by showcasing more of its collections, which
include the works of internationally acclaimed artists like Grant Wood, Edward S. Curtis, and Arthur Geisert as mentioned
above, in innovative formats inviting deeper exploration of the collection. Permanent galleries dedicated to showcasing the
cornerstones of the Museum's collection will engage students of all ages across the region and connect more diverse audience
groups through an inspiring calendar of programming. They also provide new ways promoting and representing Midwest
history, through the retelling of indigenous stories and contextualization of the lens of Edward S. Curtis, telling the story of
Regionalism through the work of Iowa's most famous artist, Grant Wood, or inviting imagination and storytelling through
the volumes of work by Arthur Geisert. Providing the necessary infrastructure also allows for the Museum to host touring
regional, national, and international exhibitions, drawing visitors from beyond the usual regional markets and elevating
Iowa's reputation as a place of vibrancy and prosperity.
Finally, the communications and marketing strategy accompanying the capital campaign, as previously outlined, will garner
national press and media attention and elevate Dubuque and Iowa as a great destination for cultural tourists. National press
coverage will tell the story of how Iowa's first cultural organization (originally known as the Dubuque Art Association) has
innovated out of the COVID-19 pandemic to become a museum of the future that welcomes and inspires visitors from every
neighborhood as well as around the country.
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