Creative City’s ‘Immerse’ has support from Magic, big plans
Cole NeSmith hopes this year’s Creative City Project scores with sports fans as well as arts aficionados, with new pop-up exhibits and performances slated to take over downtown Orlando on Saturday.
It’s a big year for NeSmith and the annual free celebration of creativity he founded. In the spring, the project’s signature event was rebranded “Immerse” as a sign of its commitment to interactive cultural experiences. A new dining experience will allow festival-goers to eat under the stars on Orange Avenue while they are entertained by a wide range of dancers, musicians and artists.
Orange County Commissioners made an investment in Immerse’s future, approving up to $1.4 million from the county’s cultural “Blockbuster Fund” to help the festival reach attendance of 100,000 by 2020.
The project’s future starts with a new partnership. For the first time, the Orlando Magic will be the pre-
senting sponsor of Immerse, and the NBA team’s influence will color Saturday’s event. Interactive sculptural installations will respond with sound and light changes when visitors shoot basketballs. Traditional Magic halftime entertainers will be part of the artistic lineup.
“With innovation and creativity being two of the Magic’s core values, this partnership with Immerse is a natural fit,” Magic CEO Alex Martins said in a statement. “The Magic are fully committed to a thriving and vibrant downtown Orlando, and through Immerse 2017 we can showcase our amazing city and downtown.”
This year’s Immerse, which runs 5-11 p.m., will feature 1,000 artists and performers in Orlando’s streets, on Pine and Church streets, east and west of Orange Avenue, and along Orange Avenue, from Central Boulevard to Jackson Street. (Details at creativecityproject.com)
The basketball-inspired works are in a series of 10-foot-tall art installations, and those who don’t know a free throw from a layup will be able to trigger the artworks’ interactive features. The Magic’s involvement with Immerse is critical to future success, NeSmith said.
“Our growth will be based on collaborations like that,” he said. “They’re helping take our event to the next level.”
The financial support from Orange County also will be a big help, NeSmith said. The Blockbuster Fund was established in 2015, with the idea of funding cultural experiences that draw 100,000 people — blockbuster events.
Terry Olson, head of the county Arts & Cultural Affairs office, said commissioners were persuaded to start the flow of funding before the 100,000-visitor benchmark was reached based on Creative City Project’s plans.
“They presented a proposal that stated they could get there with some help,” he said. “We look at festivals as things that usually grow over time. They aren’t hatched full-grown.”
The county’s financial commitment will have three phases. Creative City Project will get $200,000 for the 2018 Immerse. If the project passes a review by the commission, $400,000 will be allocated for the 2019 festival. Then after another successful review, $800,000 would be given for 2020.
Immerse is gaining national interest. Through the year, several industry conferences highlighted Creative City Project’s work. And a Visit Orlando television campaign is advertising the event in New York City.
Meanwhile, NeSmith and his team are putting the finishing touches on this year’s fest, which features local arts groups, such as the Orlando Philharmonic Orchestra and Orlando Ballet. One eye-popping act: The Magic’s drummers will perform while suspended from a large-scale “scaffolding castle” being built on Orange Avenue.
“Drummers are a wild bunch,” NeSmith said. “They’re excited about it.”
The castle, and performances there, should draw a crowd.
“The center spire will be 46 feet tall,” NeSmith said. “It will be lit from behind, miked up … it will be epic.”
“With innovation and creativity being two of the Magic’s core values, this partnership with Immerse is a natural fit.” Magic CEO Alex Martins