sommer.frische.kunst - Bad Gastein


sommer.frische.kunst – Bad Gastein

With the art festival sommer.frische.kunst. Gastein has succeeded in establishing a sought-after venue for the art world at an altitude of 1000 metres. Every summer artists of the Artist in Residence are showing their works of art in Gastein. The many old vacant buildings were used for this purpose.

The first exhibition took place in the turbine room of the power plant at the waterfall. Subsequently, since 2011, Artists in Residence have been invited every summer to be inspired by the magnificent backdrop of the mountains and hotels.

The concept for the "Artists in Residence" was developed by the Hamburg collector Andrea von Goetz and Schwanenfliess, who also made the selection of the guests.

Together with Doris Höhenwarter from the tourist office, the bustling art promoter has done a lot to turn Bad Gastein's image around 180 degrees. The once so glamorous ski resort has suffered massively from vacancies and out-migration since the 1990s, but in the last years the rudder has been turned.





·       Type of Innovation

Product Innovation

·       The dimension of Intensity - How new?

The product is incremental new. Gastein combined the exhibition of art in a very new way, as old buildings and the city as a whole are used to show the masterpieces.

·       Subjective Dimension - For whom is it new?

It is new for the company/destination. For the target group, exhibitions are nothing new in themselves, but the environment in which the works of art can be admired is very unique and special.

·       The dimension of Content - What is new?

It was a new product Gastein implemented as a destination and a few years after its introduction, we can say that it was a great success. Gastein has made perfect use of its many vacant buildings, creating a unique ambience.

·       Possible learnings about the innovation process (what does it need to develop an innovation like this?)

It can be said that Gastein, with the extremely innovative idea of how the destination has used its vacant buildings, has achieved an image change of 180 degrees and, above all, was able to push the low season immensely.



Sources:

Gasteinertal Tourismus GmbH. (n.d.). sommer.frische.kunst - das Kunst & Kulturfestival in Bad Gastein. Retrieved January 23, 2020, from https://www.gastein.com/events/sommer/sommerfrischekunst/

Griessenboeck, A. K. (2019, July 19). sommer.frische.kunst. Retrieved January 23, 2020, from https://www.sommerfrischekunst.de/


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