Every May, the creative energy in Northeast Minneapolis reaches a crescendo during Art-A-Whirl, the country’s largest open artist studio tour. Now in its 30th year, this annual event, organized by the Northeast Minneapolis
Every May, the creative energy in Northeast Minneapolis reaches a crescendo during Art-A-Whirl, the country’s largest open artist studio tour. Now in its 30th year, this annual event, organized by the Northeast Minneapolis Arts Association (NEMAA), showcases over 1,600 local artists, galleries, and creative businesses across more than 100 locations. Art-A-Whirl invites the public to step inside working studios, discover new art, and explore a thriving creative community throughout one free and unforgettable weekend.
To mark the milestone anniversary in 2025, NEMAA partnered with Vibemap to launch a new way to engage visitors and demonstrate the event’s impact. The Art-A-Whirl Passport Challenge was an interactive experience that invited attendees to check in at studios, collect digital badges, and earn prizes while helping organizers measure participation and support for the local creative economy.
The challenge added a playful and purposeful layer to the weekend. Through the Vibemap app, attendees could check in at participating studios and galleries, snap photos, leave tips, and scan QR codes placed across the event. Each action earned points and unlocked themed badges tied to different areas of the neighborhood. The more places participants explored, the more points they earned, increasing their chances of winning local prizes and original art.
But the challenge wasn’t just about adding fun. It was designed to encourage deeper exploration of the event, connect people to artists throughout the district, and provide organizers with data and stories that reflect the true reach of Art-A-Whirl.
Over three days, more than 775 people joined the challenge. Nearly 80 percent of all actions were physical check-ins, confirming that participants were actively visiting locations in person. Attendees checked in thousands of times, scanned over 500 QR codes, and earned more than 375,000 points in total. The top participants were active each day, with some earning as many as 13,000 points by visiting dozens of studios, venues, and featured installations.
One of the most impactful parts of the challenge was the "I Bought Art" code. This code was only available when a participant made a direct purchase from an artist and asked for it at the time of sale. Its popularity made it the most redeemed code of the weekend, demonstrating that the challenge wasn’t just inspiring exploration but also directly contributing to artist sales.
Other redeemable codes encouraged attendees to support local food vendors, visit sponsor locations like Pryes Brewing and Sociable Cider Werks, or check out the Mississippi Tempest Sculpture and the 30 featured artists. In every case, participation required being present and actively engaging with the event.
The prize structure reflected the community-driven nature of Art-A-Whirl. The top point earner received $1,500 toward purchasing art from any NEMAA member artist. Three others received $500 toward artwork, while additional prize winners received gift cards to beloved neighborhood businesses, including Wet Paint Art Supplies and Recovery Bike. These prizes were designed to celebrate the spirit of the event while reinvesting in the local creative economy.
For NEMAA, the Passport Challenge offered more than just a digital layer to the event. It created a way to track engagement, demonstrate value to sponsors and stakeholders, and build a richer narrative around Art-A-Whirl’s 30th year. The real-time data helped organizers understand how attendees were moving through the district and which locations or experiences were generating the most engagement.
For participants, the challenge offered a new way to experience the festival. It made exploring fun and rewarding, while also helping them connect more deeply with the artists and creative spaces that define Northeast Minneapolis.
The success of the Passport Challenge shows how digital tools like Vibemap can strengthen real-world experiences without taking away from the authenticity of the event. By encouraging people to check in, explore new places, and support local artists, the challenge helped amplify the energy and impact of one of the most celebrated arts events in the country.
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