Now it's a brand.

For a fee in the "middle-to-upper six figures," according to ArtPrize spokeswoman Jaenell Ott, the hugely successful Grand Rapids art festival is lending its name and expertise to create a lookalike festival in Dallas, set to debut in 2016.

ArtPrize Dallas will be a freestanding nonprofit, raising the $500,000 festival officials say they hope to give out in awards on its own. The original ArtPrize, initially funded by the Dick and Betsy DeVos Family Foundation, will not be contributing.

Like the Grand Rapids original, ArtPrize Dallas will be a 19-day event, though it will take place in April, not late September. And it will harness public votes to award at least some of the prizes.

Among the resources ArtPrize officials will transfer to the Dallas operation is their suite of technology-based engagement tools for artists, venue registration, voter "activation" and management. They also will school their Dallas colleagues in event production, how to support artists, trademark licensing and other business matters.

City Hall is already on board. "ArtPrize Dallas will create a lasting impact on the culture of Dallas by engaging and nurturing future artists and promoting a meaningful discussion," said Dallas Mayor Mike Rawlings in a statement.

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