Basildon district’s first ever art trail hits the road today.

The scheme, which turns streets into linear art galleries, follows the pattern set by other successful art trails in local towns, including Leigh, Chelmsford, Brentwood, and Maldon.

Work by 35 local artists will be exhibited in 30 separate venues, ranging from a fish and chip shop to a florist, spread across Basildon, Billericay and Wickford.

People can make a determined trek to catch them all, or they can simply enjoy the experience of bumping up against a few artworks while doing the shopping.

The exhibitors and their work are rife with ideas, but one message in particular underlies the entire scheme. When it comes to culture, Bas can deliver the goods.

“Some outsiders have this idea Basildon’s cultural life begins and ends at Bas Vegas,” says Dean Smith, one of the local artists who conceived and drove through the scheme.

“But that doesn’t do the town justice. As an artist who lives and works here, I’m aware Basildon has a lively cultural scene, full of creativity. Anyone who follows the trail will find that out.”

Dean, who specialises in imaginative portraits of icons such as Marilyn Monroe, was initially inspired by other art trails he had visited.

He says: “I thought they worked brilliantly and Basildon would particularly benefit from an art.

Basildon Council backed the idea enthusiastically, Steve says. The harder part was explaining the concept to the shops and other businesses needed to act as temporary exhibition spaces along the trail.

“Quite a few people had never heard of art trails, but they warmed to the idea, once they understood a bit more and had taken on board what it could do for the town,” says Dean.

Dean was joined in his campaign by a man with a track record in trail blazing, Vin Harrop, of Our Basildon.

Vin was the moving force behind the six-mile Basildon Heritage Trail, which links together a range of historic locations across the town.

As the town’s first arts manager, Vin set up the original Basildon Arts Centre, the Towngate theatre’s predecessor, in 1968. He has been close to the district’s artistic life ever since.

And his enthusiasm for the art trail has helped to make it a reality, just one year after the idea was conceived.

“After 40 years co-ordinating art events across the region, I can truly say this art trail is the biggest cultural event in the district since Basildon celebrated its 21st birthday in 1970.

“It has the chance to bind the district together. Culture can work where politics has failed.”

Critical momentum for the project was reached when Eastgate shopping centre stepped in as a key sponsor. The mall will also act as one of the main exhibition spaces.

Hans Wustefeld, the centre’s general manager, says Eastgate works well as a gallery.

“Our links with art spans many years, beginning with the Roland Emmet clock sculpture inside the mall,” he says. “We’ve already held two major exhibitions in recent years, so we’re well aware of the extent of artistic creativity that exists in Basildon.”

The trail kicks off with one other major advantage. At its heart lies one of the finest public collections of modern art in any British town. This is the renowned Basildon Arts Trust collection.

Built up over almost half century on the basis of a donation from Carrerras tobacco company – once Basildon’s largest employer – the collection has benefitted from canny buying and investment in young artists.

Items from the collection are displayed in the Towngate Theatre, and form another focal point on the trail. The trail also embraces the permanent sculptures scattered throughout Basildon.

“The Mother and Child fountain is probably the most iconic, but the trail could be an eye-opener to some people as to how much fine work there is in Basildon’s open spaces,” says Vin.

The trail team envisage the event as an annual occasion.

“This isn’t a stand-alone event, it’s, hopefully the start of a tradition,” says Dean. “The art trail can do a lot for the town and those who live in it.”

As Vin Harrop puts it: “The trail gives us the chance to prove this much-maligned place is more Tate Modern than Bas Vegas.”

The 1st Basildon district Art Trail 2010 takes place from today until Monday at various locations and there is no charge.

Three main focal points on the art trail provide information, free programmes, maps, and the chance to meet some of the artists. These are the Eastgate shopping centre in Basildon, the Willows shopping centre, Wickford, and the Fold Arts Centre, in Rayleigh Road, Billericay. See www.thebdat.com