Master Plan for Gwinnett County Arts and Creative Economy
ArtWorks Gwinnett
Economic Strategy
ArtWorks Gwinnett is a public-private partnership in Gwinnett that works to strengthen Gwinnett County, GA’s arts, culture, and creative sectors. Initially lacking a formal role in cultural planning, they aimed to increase their impact countywide. Gwinnett County, adjacent to Atlanta, is known for its diverse population and vibrant communities. Its demographics have shifted significantly, from over 90% white in the late 1990s to 33% today, with growing Black, Asian, and Hispanic populations. Existing cultural policies had not kept pace with these changes, prompting a need for updated cultural planning.
Artworks Gwinnett engaged Lord Cultural Resources along with Fourth Economy to develop a conceptual master plan which will establish and increase the role of Gwinnett’s creative economy through integration of current policy, expansion of economic development opportunity and increase in overall quality of life.
Our Approach
Fourth Economy analyzed Gwinnett County’s arts, culture, and creative economy, examining sector impact, employment demographics, and wages. This data was benchmarked against neighboring communities to identify policy and funding needs. Interviews with local leaders provided additional context. An asset inventory and map were created to visualize and analyze the distribution of cultural assets and identify gaps. This informed policy recommendations, such as a countywide percent-for-art program, to foster more equitable arts and culture development.
The Results
Our in-depth analysis of arts, culture, and creative sector impact and employee demographics served as a baseline for understanding Gwinnett compared to surrounding communities. A robust asset inventory highlighted cultural clusters and deserts. Additionally, our work revealed the disproportionate access to cultural experiences for municipalities throughout Gwinnett, leading to recommendations for improving countywide policies. These included incentivizing arts and culture, ensuring funding for local investment, and creating a unified countywide identity to attract both residents and tourists.
Location
Gwinnett County, GA