Client: City of Huntsville
Project: Launching a Music Strategy in Rocket City
Year: 2018 (ongoing)
Huntsville, Alabama, USA
Challenge:
Sound Diplomacy took on an extraordinary project—to develop a full-fledged music strategy for Huntsville, Alabama, a city distinguished by its prominence as NASA headquarters, military intelligence HQ, and the presence of major research companies. Despite being home to brilliant minds and high-level jobs, Huntsville faced a challenge—the city lacked cultural vibrancy and struggled to retain its talented workforce. The goal was to leverage music as a catalyst for community engagement, cultural enrichment, and economic growth.
Strategy:
To craft a comprehensive music strategy, Sound Diplomacy analyzed Huntsville's music ecosystem, drawing inspiration from global best practices. The team conducted an in-depth mapping exercise, studied the economic impact of music, and surveyed community members for insights into their musical engagement. The response from the Huntsville community was remarkable, reflecting a highly engaged populace. In addition to surveys, Sound Diplomacy engaged stakeholders through roundtables and interviews, facilitating rich discussions on how music could invigorate the city.
Armed with a wealth of data and stakeholder input, Sound Diplomacy presented the music strategy to Huntsville, comprising a series of 47 recommendations.
Outcomes:
Huntsville eagerly embraced the strategy, demonstrating their dedication to its implementation. The city appointed a music officer and formed a music board, comprising local music sector experts. Sound Diplomacy played a vital role in supporting the officer's integration into the city's administration and provided guidance on various initiatives, including the revision of noise ordinances and operating hours. Additionally, the team facilitated exchanges between Huntsville and Muscle Shoals, another music-centric city, seeking opportunities for collaboration and network expansion.
The Orion Amphitheatre:
One of the most notable outcomes of the strategy was the development of the Orion Amphitheatre—a vibrant new venue that invigorated the area, operated by The Venue Group. The amphitheatre became a centrepiece of the city's revitalization efforts, offering lively events and fostering a sense of community.
Ongoing Work and Impact:
Beyond creating the strategy, Sound Diplomacy remains actively engaged with Huntsville, supporting the ongoing implementation and tracking its economic impact, and MidCity - the mixed-use development site surrounding The Orion. As the economic results typically manifest a few years after implementation, Sound Diplomacy continues to revisit and assess the strategy's effectiveness.
Exemplary Community Engagement:
Working with Huntsville was a memorable experience, as the artistic community displayed immense enthusiasm, passion, and commitment to the process. This passion, combined with Sound Diplomacy's guidance, led to a truly special project that will continue to shape Huntsville's cultural and economic landscape for years to come.
Sound Diplomacy's expertise and the city's engagement have transformed Huntsville into a thriving cultural hub with a blossoming music industry. The strategy's success has been defined not only by the blueprint itself but also by the dedicated efforts of all involved to create a harmonious and prosperous community united by the power of music.