NYT art critic Carol Vogel wrote yesterday about an ambitious public art project going up in New York waters this summer: 4 humanmade waterfalls by Berlin-based Danish artist Olafur Eliasson.
Organized by the Public Art Fund and the City of New York, the waterfall constructions range from 90-120 feet in height and will be on from June 26 to October 13, from 7am to 10pm. Locations: (1) Pier 35 north of the Manhattan Bridge, (2) eastern foot of the Brooklyn Bridge, (3) between Piers 4 and 5 near Brooklyn Heights Promenade, and (4) north shore of Governors Island.
According to Vogel, the project is
…the city’s biggest public art project since “The Gates”, the $20 million effort by the artists Christo and Jean-Claude in which 7,500 gates festooned with saffron-colored fabric panels were positioned along Central Park’s pathways for 16 days in 2005.
The Christos certainly proved that public art = mass entertainment = big money. Vogel reports that “The Gates” generated an estimated $254 million in economic activity for the city. Return on investment? A whopping 1,270%.
Eliasson’s waterfalls will cost $15 million (all reportedly from private sources). Using the same rate of return, that could bring in over $190 million to New York City. Even half of that would certainly help budget officials deal with sluggish revenues in a recessionary climate. No wonder Mayor Bloomberg’s office is “eager to be involved”. Projects like these turn the city itself into a commodity that can be marketed and consumed.
Already, hotels and tourist agencies are hawking special waterfall packages. The Circle Line Downtown is selling excursions, some with audio by the artist himself. And in a brilliant stroke of pre-event marketing: MoMA and P.S. 1 are currently exhibiting surveys of Eliasson’s work thru June 30. Art is big money.
So, support New York this summer. Go chase some waterfalls! (Did anyone say environmental impact report? Maybe we’ll see that in a few years…)