Arrowtown Launches Arts Trail to Attract Tourists and Artists

Arrowtown, a historic village in New Zealand, has recently embraced a surge in its art scene by establishing an Arrowtown Arts Trail. This initiative aims to guide tourists to the area’s growing number of art galleries, which have now reached 19. Funded and organized by the Arrowtown Creative Arts Society (ACAS), the trail will officially launch on March 7, 2024, coinciding with the opening of the popular 30×30 exhibition at the Lakes District Museum.

According to Julian Knights, co-chair of ACAS, the village has characteristics that align with a specific demographic profile conducive to developing a vibrant arts destination. “There’s potential staring at us, and we’ll use the Arts Trail as a structure to help our many visual artists leverage this opportunity,” he noted. The uniqueness of Arrowtown lies in its “quirky” profile, which combines a striking natural environment, a robust community of talented artists, and a compact, picturesque retail area.

Tourism Potential and Artistic Growth

One of the critical challenges for small towns is attracting a consistent flow of visitors. However, data from Destination Queenstown indicates that of the 2.8 million annual visitors to the Queenstown area, approximately 1.6 million—or 57%—visit Arrowtown. Almost all of these tourists explore the village’s main street, providing a solid customer base for local artists.

Knights further explains that Arrowtown’s profile closely resembles other well-known arts destinations like St Ives in Cornwall, Ubud in Bali, and Taos in New Mexico. “Although a significant proportion of our gallery sales are to overseas customers, the fact that 50% of visitors are Kiwis helps make freighting bulk purchases easier,” he added, highlighting the economic benefits of the arts trail.

The participating galleries feature a diverse range of artistic disciplines, including sculpture, jewelry, painting, and photography. Among the artists are Pieter Miering and his wife Dalene, who relocated their business, Giraffe Art, from Auckland to Arrowtown. “We chose Arrowtown as the best possible gallery location,” Pieter stated. “The place’s ‘feeling’ can’t be replicated.”

Community Engagement and Support

Pieter, a member of the ACAS board, has worked closely with established local artist Fiona Garlick to develop the trail. Garlick emphasizes the importance of community support in establishing a vibrant arts scene. Her recent move to a location on Buckingham Street has helped to “cement” her position within the local artistic community.

As the launch date approaches, excitement builds around the Arrowtown Arts Trail as a means to not only promote local artistry but also attract tourists to the area. The 30×30 exhibition, which showcases artwork limited to a 30 cm x 30 cm space, is expected to draw significant attention and serve as a focal point for the trail’s debut.

With its rich artistic potential and strategic tourism initiatives, Arrowtown is poised to enhance its reputation as a noteworthy arts destination, benefiting both local artists and the broader community.