by Monica Tsai
Staff Writer
Tony Allegretti envisions an artist diligently painting a maritime scene on the side of a building as part of a proposed downtown mural project, which would enliven big, blank walls sprinkled throughout the heart of the city.
“I’m working with Downtown Vision, Inc.,” said Allegretti, project manager. “We want to do four to five murals by early next year at small, one- or two-story buildings.”
As project manager, Allegretti is in charge of coordinating relationships between property owners, mural artists and possible sponsors to get the project rolling.
About 10 structures have been identified for possible inclusion, but only the owner of the Slappey Building in the 300 block of West Forsyth Street, also known as the Palmer Building, has signed up so far. However, because it was built in 1926, its historical significance may prevent the building from being included in the project.
Buildings must be in use and in good shape, preferably with a high level of foot traffic. Vacant buildings will not be considered.
“There are certain walls that are just bleak and ugly,” said Allegretti, who is searching for other owners to embrace his dream of a more eye-pleasing urban core.
“If they’re interested, we want to get a feel for what they [small downtown property owners] want to see [in a mural],” said Allegretti.
The property owner would not be the art director, but would give his input on what images are most relevant to the building’s history or current usage. For example, the owner of the Slappey Building operates a company that locates endangered whales for the U.S. Navy, so he thought a nautical theme would be appropriate.
After a property owner comes on board, the next step is pairing the owner with an artist suitable for that environment. Allegretti scans his database of experienced muralists in an attempt to match their style with what the owner prefers for exterior art.
The artist then constructs a prototype of the design to be submitted to the building owner, along with a budget, for his permission to proceed. City approval regarding permitting will ultimately be needed.
“We are dedicated to presenting the murals to the City,” said Allegretti.
If the building owner chooses, he can sponsor the mural by absorbing some the expenses. Painting any mural can be cost-prohibitive due to requirements such as scaffolding, temporary loss of parking, the price of paint and the honorarium fee for the artist.
More than one sponsor, possibly including building tenants, may be necessary depending on the size of the individual piece. Allegretti would like these murals to remain up for five years. The model is based on a similar program in Philadelphia.
“Sponsors receive goodwill and recognition [in return for their contributions],” said Allegretti. “They get five percent of the area in a strip along the top or a corner for a logo. We know the traffic count so we can say that if they sponsor this mural, it will be seen by, say, 60 million people through 2008 — not to mention pedestrians, people inside the building, those on the Skyway or attending the Super Bowl.”
Due to artistic liberties, each picture will have a different price tag. Sponsorship for the murals can range from $8,000-$15,000 based on the size of the wall. The intent is to grow into larger projects as they become feasible.
“The mural project is a small piece of the overall campaign to be announced by DVI,” said Allegretti. “It is a more aggressive plan that highlights a 24-hour downtown with an active culture and in-city lifestyle. It is a way for art to live through our daily lives and really let the street front pop.”