Karoonda’s winning formula for silo art brings benefits for business and tourism, years after the paint dried
[Catherine Heuzenroeder] and
[Matt Stephens]
A South Australian town is reaping the benefits of its silo art years after the paint dried, and it could provide a model for other communities.
Key points:
– The Karoonda silos feature nightly projector displays where artists share their work
– The town has experienced a boost to trading and accommodation since the silo art was finished
– Researchers say ongoing marketing improves the benefits of silo art
In 2019 the Mallee town of Karoonda used drought funding to transform its silos, giving Melbourne artist Heesco a giant canvas on which to paint [a kelpie and sheep from a local farm](/news/2019-07-28/the-mallees-own-red-dog/11328596) .
In an Australian-first the town chose to leave the centre silo blank for evening projections.
Every month different SA artists share their work on the massive concrete structure and the town has worked together to boost its tourism potential, with local shops staying open and upgraded accommodation options.
Karoonda District Traders chair Keith Wood said the town’s silo art had “put Karoonda on the map”.
“It’s done a lot of good for the businesses around town as well,” Mr Wood said.
Research backs broader strategy
Karoonda’s approach seems to have nailed the essence of what research has identified makes the growing public art trend work better for some towns than others.
And its success may be a model to help other regional communities that have plans to paint their own silos.
Last year researchers from Griffith University surveyed 1,100 businesses, residents and visitors and found 47 per cent had noticed a collective economic benefit from the silo art.
Lead researcher Amelia Green said open shops and continued marketing were key to attracting visitors and increasing spending.
“And also acknowledging that like any other investment it’s going to need some ongoing promotion and marketing.”
Trading boost for businesses
The economic benefits from the silo artwork have been felt by Karoonda traders.
“We’ve noticed it ourselves.We’ve got a cafe in the main street and we’ve got a lot of people coming through,” Mr Wood said.
The District Council of Karoonda East Murray last month opened four new powered sites at the Karoonda Tourist Park and has plans for further upgrades, including two new self-sustainable cabins and a camp kitchen.
“Some people come up the night before and stay at the caravan park …it’s a nice weekend, you can have a couple days here,” Mr Wood said.
Model for future murals
Karoonda’s success could provide strategies for other towns that have plans to transform silos into a public art display.
Lameroo, in the southern Mallee, has appointed South Australian artist Jack Fran to paint its silos, and community consultation in October was designed to ensure the artwork reflected the local community.
This connection to a town’s rural heritage and character was identified by researchers as being key, and Dr Green said it was why silo art had become so popular in Australia.
“There are a few painted silos in America and Asia but it hasn’t caught on there,” she said.
“It is a place traditionally where communities gather and it symbolises collective achievement of the farming community.
“Most of the silo [art] celebrates everyday heroes, so that kind of slant obviously also resonates with Australian psyche.”.