Case Examples

Based on the argument that local valley culture is worth promoting, Highway 99 is in the process of getting both aesthetic improvement and an infrastructure. Each year, more than 3 million people stop at an aging 1970s era highway rest area along Highway 99 in California's Central Valley. Today, the site provides little to no sense of the cultural, environmental or historical significance of the region.

Using indicators regarding site visits, proximate cultural venues and activities, and data regarding the potential economic gain from tourist spending, the Great Valley Center was able to build support in various policy sectors (transportation, energy policy, economic development, and telecommunications) for the development of a environmentally unique rest area that integrates information and guidance related to nearby cultural venues and a farmers market design that provides opportunities for the community to interact with travellers. The new site, funded in part by transportation bond revenues, is scheduled for completion by 2011.

ARTS CULTURE AND TRANSPORTATION IN CALIFORNIA'S SAN JOAQUIN VALLEY

By Richard Cummings, Great Valley Center

Overview

Within the context of the rapidly growing San Joaquin Valley, the potential application for meaningful arts and culture data is likely to be rooted in economics. The San Joaquin Valley, is home to 5 of the 10 most agriculturally productive counties in the United States. But by a wide range of indicators, the region is also one of the most economically depressed regions of the United States. Unemployment rates are routinely 5-10% higher than the state or national average and per capita incomes indicate that the Valley would rank 48th in the nation if it were a state.

As such, Valley policymakers and local residents are likely to view the value of any arts data through the lens of economic health. In this climate, the impact and utility of well-tested, accurate arts indicators will be measured by whether they can help "move the needle" to improved opportunities for jobs and the ability to attract and retain well-educated residents.

Arts and transportation

Route 99 is a 250 mile corridor that is the key economic and transportation corridor of the San Joaquin Valley. It is also in poor condition and unsafe in many parts. This condition has turned it into somewhat of a rallying cry for local policymakers looking for increased funding for the region.

A partnership between Caltrans and area high schools have produced a series of mosaic murals along Route 99 in the Fresno/Clovis area. Depicting various scenes in the Valley, the mosaics measure 8' by 20' and consist of 25,000 tiles. Thousands of hours of volunteer time went into planning and creating the art as part of a coordinated effort to improve the corridor.

The concept is now incorporated into the state's Highway Master Plan for the entire 250-mile corridor.

Interestingly however, the argument made to unify the coalition of communities in support of improved funding has been based to much success on history, arts, tourism and culture—rather than obvious issues such as traffic congestion.

Indeed, the impact of the arts, culture and tourism is frequently cited in planning documents for improving the roadway with an eye towards it is the "Main Street of the Valley." The goal is that tourism and economic development would be sparked by a roadway that reflected the region's historic significance and community identity and culture.

Leaders in some communities, working with state agencies, have begun to transform their segments of the Route 99 corridor through freeway improvements and beautification efforts that point people towards arts and culture venues. Many of these business leaders have begun to voice their interest in improving the "curb appeal" of the corridor, which in turn helps promote economic innovation and development, tourism, and the attraction of talented people and companies to the Valley.