More than 100 cultural organizations will unite to offer a series of public events intended to shine a spotlight on Denver’s thriving arts scene.
The “Hot DAM: Arts at Altitude” initiative kicks off Sept. 15 with the Colorado Symphony Orchestra’s season-opening premier of “Refracted Skies.” The Daniel Kellogg piece was commissioned to commemorate the unveiling of the new Frederic C. Hamilton expansion to the Denver Art Museum.
Denver Mayor John Hickenlooper on Wednesday announced the six-month-long “Hot DAM” initiative, timed to exploit the international attention expected from the opening of the expansion Oct. 7. The striking angular structure was designed by high-profile architect Daniel Libeskind.
“Coming out of the restaurant business, I’m always looking for new ways to partner,” Hickenlooper said at the news conference, held between the Denver Public Library and the existing Gio Ponti-designed art museum building.
He cited the expansion as a catalyst to unify and build the city’s arts-related businesses, which include 120 commercial art galleries and 180 film-related companies.
The collaborative events will complement the museum’s own activities, which include a 35-hour grand opening celebration with tours and family activities.
A million visitors are expected the first year the new building is open, said Lewis Sharp, director of the Denver Art Museum.
Richard Scharf, president and chief executive of the Denver Metro Convention & Visitors Bureau, cited Hot DAM’s power to highlight Denver for the rest of the country.
“Cultural tourism is one of the fastest-growing segments of the industry,” he said, noting that most cultural tourists stay longer and spend more money than other visitors. “This will give us an opportunity to get national and international recognition in the press.”
A $3 million advertising campaign, launched in May, will help underscore Denver’s cultural amenities. Last year was Denver’s best-ever for tourism, with 10.4 million overnight visitors, a 5 percent increase over 2004. A study commissioned by the bureau found that visitors spent a record $2.43 billion in the city last year.
The Hot DAM initiative was put together strictly through staff work at the various organizations, according to Pauline Herrera, communications and marketing director for the Denver Office of Cultural Affairs.
“There was no private funding and nothing really being dedicated out of any budgets,” she said. “It didn’t take a lot of work to put it together. The website was done through the Denver Art Museum. We all just sort of pitched in.”
Staff writer John Wenzel can be reached at 303-820-1642 or jwenzel@denverpost.com.
