Artisphere

Artisphere Critics React to New Business Plan

By ARLnow.com

Three outspoken critics of the Artisphere are giving a lukewarm reception to a new business plan created to help boost the money-losing, county-run cultural center’s finances.

Arlington County Board members on Tuesday expressed cautious optimism about the plan, which would cut Artisphere’s hours, close its restaurant, and generate more revenue via private event rentals. Critics we spoke to, by and large, agreed that the new business plan was an improvement over the flawed, original business plan. But they also questioned whether the County Board should have even bought in to the original business plan in the first place.

“In retrospect, it’s unfortunate the Board didn’t have the foresight presented in the task force’s business plan,” wrote Tim Wise, president of the Arlington County Taxpayers Association. “That said, it’s not clear the new business plan will fix what needs fixing. What is clear, however, is that government should restrict itself to core government functions such as police enforcement, and stay out of places where it doesn’t belong, e.g., the arts.”

“Was this all a mistake in the first place? I submit it was,” wrote Wayne Kubicki, another Arlington fiscal watchdog. “As currently projected, by the end of FY 2013, Artisphere will have cost Arlington taxpayers a total of $10.6 million in construction costs and unanticipated operating subsidies. How long can this go on?”

Kubicki also questioned whether a governmental entity should be actively competing in the private event rental business.

“The new plan… relies heavily on increased event rentals for corporate and social events,” he wrote. “Well and good, if it works — but, in truth, this would probably take this business away from Arlington’s private sector hotels, other conference facilities and restaurants.”

Green Party activist Audrey Clement, who ran unsuccessfully for the County Board this fall and is expected to run again in a special election this winter/spring, said that the county should try to speed along the eventual transformation of Artisphere into a self-sustaining non-profit.

“While the proposed solutions all sound reasonable, I am concerned that the task force still projects an operating deficit of $2.3 million for FY 2012 alone,” Clement told ARLnow.com. “In light of this report, I recommend that County Board follow the recommendations of the Artisphere Task Force with a view towards transferring its lease on the Artisphere to a trust or foundation better equipped to absorb the operating cost of the facility.”

County Board members were universally supportive of the new plan — Walter Tejada said Artisphere still has “a great deal of potential” — but some left open the possibility of eventually closing or significantly changing the venue if the plan fails to live up to expectations.

“I think that where we’ve gotten to at least gives us something that’s within reach,” said Board Vice-Chairman Mary Hynes. “Now we’ve got to get the people there, and the programming in place, to know whether we can make this work or not. And if we can’t, then we can’t, and we have to say that too. But I think we have a much better chance with this plan… than the one we saw three years ago.”

DEVELOPING — Major Changes Proposed for Artisphere

By ARLnow.com

A plan to boost the finances of Artisphere, the struggling county-run arts center in Rosslyn, includes dramatic changes to the original vision for the venue.

A revised business plan, which will be presented to the County Board this afternoon, will suggest slashing Artisphere’s hours, shuttering its restaurant and retail store, and generating more revenue via corporate event rentals.

Even if the plan is implemented, however, the task force expects Artisphere to burn through more than $2.3 million in taxpayer funds in financial year 2012 and another $1.6 million in financial year 2013. If the new plan is shelved, Artisphere will require nearly $2.7 million in taxpayer support in FY 2012, the task force said. The one-year-old venue’s original business plan projected only $739,975 in county taxpayer support in FY 2012.

In its report to the Board, the Artisphere Task Force said Artisphere is an attractive venue that benefits from a Metro-accessible location and an experienced management team. But the task force was critical of the lack of focus in the center’s marketing, among other perceived weaknesses.

“Originally billed as an ‘Arts Space for Everyone’, the Artisphere strove to be free from the constraints of a singular vision, performance type or audience,” the task force wrote. “However, the unintended consequence of the individual interpretations that arose from such branding has been confusion over what exactly Artisphere is supposed to be, and for whom.”

The task force also accused Artisphere of practically ignoring families and older adults in its programming.

Artisphere, following the original business plan, has oriented much of its programming to attract a core audience of 20-35 year olds. While Arlington has one of the largest concentrations of 20 to 35 year olds in the nation, and while this demographic — like others who are highly educated, highly paid, and with disposable income — is known for its inclination to patronize the arts, they are faced with multiple options for spending time and money. Given those competing interests, and the somewhat “fickle” nature of this age group, it is very difficult to consistently attract them. Conversely, the 35-45 year olds with families and 55-65 year old empty-nesters, all with heavy populations in Arlington and the Washington, D.C. region have not been a target.

(Current programming at Artisphere includes the “largest collection of hand-crafted harmonica cases in the world” and an interactive exhibit that requires viewers to scan bar codes with their cell phones. The venue named a new programming director in late October.)

In the end, Artisphere has fallen well short of its original attendance projections. As the report noted, the lack of foot traffic is especially pronounced during the day.

“The space has been underutilized for many of its daytime hours,” the task force wrote. “Often, patrons who may enter in the early afternoon hours find the Artisphere extremely quiet and almost deserted. This lack of excitement and vibrancy often discourages return visits.”

To help place Artisphere on a more sustainable path, the task force is recommending several dramatic changes. One of the most pronounced is the proposed change in Artisphere’s hours. Whereas the center is currently open seven days a week, for a total of at least 85 hours per week, the task force wants to slash the days and hours the venue is open to the public. Under the new plan, Artisphere would be closed to the public on Monday and Tuesday, and would only be open for a total of 40 hours Wednesday through Sunday.

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New Programming Director Named at Artisphere

By Katie Pyzyk

Arlington’s year-old arts venue has named a new programming director. Artisphere (1101 Wilson Blvd) welcomes Rosanna Ruscetti, who has previously worked as a programmer at George Washington University’s Lisner Auditorium.

This announcement comes the same week the Arlington Commission for the Arts released its final version of a long-term plan, called “Arlington Arts 2030.” The report specifically mentioned Artisphere and the challenges it faced when opening a year ago. But the report also called Artisphere a successful first step in implementing the county’s arts vision.

Low revenue, low attendance, a lack of a restaurant for seven months and staffing issues plagued Artisphere from the start. But it revamped its business plan earlier this year and appears to be on a better track. Earlier this month, the venue hosted a birthday party to celebrate one year in existence.

In a press release, Artisphere Executive Director José Ortiz said he’s pleased with the addition of Ruscetti.

“We are thrilled Rosanna has joined the Artisphere team,” Ortiz said. “With her rich background and demonstrated success in programming in this market, Rosanna will continue to strengthen and build Artisphere’s innovative, diverse and thought-provoking programming.”

Ruscetti has previously served as a consultant for arts programming and business development as well as event promotion.

Ruscetti said, “I am excited to be part of a new arts center that is unique to this region. It’s a terrific opportunity to connect DC-area audiences with artists in innovative ways.”

Final Version of Arlington Arts Report Released

By Katie Pyzyk

The Arlington Commission for the Arts has released the final version of its report for a long-term plan, called “Arlington Arts 2030.” The report outlines recommendations for supporting the arts in Arlington over the next 20 years, replacing the previous plan that was in place since the 1990s.

The year-long process of devising the report has involved several revisions based on comments gathered at public meetings and through emails. Committee members had noted during the public meetings that although it’s difficult to predict exactly what the county’s needs will be in 20 years, Arlington has experienced a steady push toward urbanization. The report assumes such a push will continue, and therefore arts programs should expand accordingly.

The report suggests that although desire for arts has increased in the community, avenues for acquiring funding have decreased. As a result, among the more than two dozen recommended actions listed is the idea of restructuring grant programs. Other suggestions include raising funds for an arts facility renovation, revising policies for renting facilites and marketing the arts to promote audience growth.

One overall goal of the revamped plan is to offer more low-cost, easily accessible and varied forms of performing and visual arts throughout the county. Another is to improve diversity among the arts community.

Artisphere received a specific mention in the report due to the challenges it faced at the start. However, it was noted that challenges will always present themselves, making government and community support of the arts vital. Despite the initial difficulties, the report deemed the opening of Artisphere a successful first step in implementing the county’s arts vision.

You can read the entire report here.

Two Views on Artisphere

By ARLnow.com

Is Artisphere (1101 Wilson Blvd) a funky, welcoming arts venue that’s contributing to the vibrancy of Rosslyn? Or is it a disappointing, poorly-managed waste of taxpayer dollars?

Depends who you ask.

Artisphere turned one year old yesterday, but the young venue has yet to become a consistent draw or even a household name. Instead, scenes of young people having fun at an Artisphere birthday bash over the weekend contrast with the cold, hard numbers from a recent Washington Post article: attendance 70 percent below expectations, operating expenses more than 25 percent over budget. Although Arlington County taxpayers helped front Artisphere’s $6.7 million build-out cost, only 28 percent of visitors are actually from Arlington.

The libertarian Cato Institute, which has been critical of government subsidies for entertainment venues like sports stadiums, took aim at Artisphere in a recent blog post.

“Surprise! Arts Center Predictions Flawed,” Cato’s headline blared. The article blasted the projections made in Artisphere’s original business plan, including the assumption that every single performance at Artisphere would be sold out and at capacity.

A new business plan is expected to be presented to the Arlington County Board later this year.

Cato also criticized the fact that Artisphere was built while other county budgets were being cut.

“Maybe the next time Arlington County — or any other state or municipality — needs to cut its budget, it might think about cutting subsidies for money-losing venues before going after police officers, firefighters, and math teachers,” Cato’s David Boaz wrote.

The Washington City Paper, however, is taking a more optimistic view. The weekly agrees with Artisphere managers, county leaders and Rosslyn business boosters who say that Artisphere is an important step toward a revitalized Rosslyn — a Rosslyn that stays active even after 5:00.

“Artisphere, I think, deserves to succeed,” wrote Alex Baca for the paper’s Arts Desk blog. “Its programming nicely walks the line between avant-garde and accessible, and varies from film to installation art to performances. It’s a punch in the gut to Wilson Boulevard’s otherwise un-fun corporate landscape.”

“Two or three years from now… it’s very likely that someone will be able to credit Artisphere for the third-place-ification of Wilson Boulevard,” Baca concluded. “Artisphere might not be Rosslyn’s panacea, but it very well might be its catalyst.”

Big Bash for Artisphere’s First Birthday

By Katie Pyzyk

Drinks, DJs playing dance music and a specially commissioned piece of video art aren’t necessarily things you’d expect to see at a one-year-old’s birthday party. Unless, of course, that one-year-old is Rosslyn’s own Artisphere.

The art space and venue has seen its share of trouble during its year in existence. There was no restaurant on site for the first seven months, the executive director didn’t start until three months after opening, and both attendance and revenue were low.

But earlier this year, Artisphere revamped its business plan. Staff say it has taken a little longer to get there, but things appear to be back on track.  The hope is that the birthday bash will introduce new patrons to the venue and what it offers.

“The 1 Party” kicks off tomorrow night at 8:00 p.m. with DJs and a commissioned lighting of Artisphere’s dome by local artist Brian Stansfield. There will also be a live variety show and an interactive mural creation.

On Sunday, the whole family is welcome to check out Artisphere’s free open house from noon to 6:00 p.m. Attendees can take part in hands-on art activities, salsa lessons and face painting, as well as getting a look at performance art. Of course, there will be birthday cake for everyone who attends the celebration.

Tickets to Saturday night’s party range from $15-$30. Click here to sign up for tickets.

Disclosure: Artisphere is currently an ARLnow.com advertiser.

Parking Spots Converted to Grassy Lounge in Rosslyn

By ARLnow.com

For today only, Artisphere (1101 Wilson Blvd) has converted two street parking spaces into a small urban oasis of grass and modern designer furniture.

The outdoor installation is Arlington’s entry into Park(ing) Day, “an annual, worldwide event that invites citizens everywhere to transform metered parking spots into temporary parks for the public good.” A sign posted on the sidewalk invites passersby to “relax, hang, be Zen.”

Despite the chilly weather, a few people have taken refuge in the space, which was designed by Apartment Zero, a “multi-disciplinary design and curatorial studio.”

Between 5:00 and 6:30 tonight the dance company Dance Exchange will perform “a site-specific version of their dance work, Hammock” in the space. Find out more information about the performance from our previous article on the event.

Morning Notes

By ARLnow.com

BRAC Not Too Bad, After All — Today is the deadline for the transfer of military offices affected by the Base Realignment and Closure Act. By today, 17,000 jobs were supposed to have moved out of Arlington County (mostly Crystal City) and into secure military installations like Ft. Belvoir. But in the end, the feared deadline is coming and going “with little fanfare.” The Associated Press reports that 10,000 of the 17,000 BRACed jobs are still here and expected to remain through as late as 2014, thanks to extensions granted by the Department of Defense. [Washington Post]

Pumpkins Arrive in Clarendon — The first pumpkins of the season showed up yesterday at the Clarendon Farmers Market. [Clarendon Culture]

Artisphere Called ‘Sad,’ Lonely — The designated art critic for the Clarendon-Courthouse-Rosslyn Patch says he was disappointed by Artisphere on his first visit. “I noticed an immediate loneliness to the place, a sad emptiness,” he wrote. The critic went on to recommend “more traditional” art galleries, in addition to Artisphere’s more modern, avant-garde exhibits. [Patch]

Flickr pool photo by Runneralan2004

Artisphere Plans Parking Space Party

By ARLnow.com

Rosslyn’s Artisphere (1101 Wilson Blvd) is planning to transform two parking spaces outside the cultural center into a “tranquil lounge space” on Friday.

The event is being held as part PARK(ing) Day, “an annual, worldwide event that invites citizens everywhere to transform metered parking spots into temporary parks for the public good.”

In addition to the lounge itself, Rosslynites will be treated to a performance by dance artist Sarah Levitt between 5:00 and 6:30 p.m. See the press release about the event, after the jump.

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Artisphere Seeks Participants for Video Project

By ARLnow.com

Artisphere is going to be hosting an installation by NYC-based video artist Maya Ciarrocchi this fall. Before the work goes on display on Oct. 1, however, Ciarrocci needs members of the public to come to Artisphere to have their “video portrait” taken.

Participants who drop by between noon and 2:00 p.m., from Sept. 11 and 15, will be asked to stare at a video camera for nearly half an hour.

“Participants are welcome to move their body but are asked not to look away from the lens,” Artishpere said in a press release. “The work is very much about identity and what happens emotionally and physically when a body is asked to simply be in space and time. Additionally, the project aims to illustrate how place is defined by its inhabitants.”

More about the exhibit and how to volunteer, after the jump.

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Morning Notes

By ARLnow.com

A Squirrel Did It — Last night’s widespread N. Arlington power outage was caused when “a squirrel tripped a number of circuit breakers at a substation.” [WUSA9]

Artisphere Supervisor Heads to N.J. — Norma Kaplan, the director of Arlington County’s Cultural Affairs division, is heading to New Brunswick, N.J. after 25 years in her current position. Kaplan, who oversaw the creation of Rosslyn’s struggling Artisphere cultural center, will serve as executive director of the New Brunswick Cultural Center. [Washington City Paper]

Sign Intrigue at Areizaga-Soto HQ? — The Jaime Areizaga-Soto campaign for state Senate has been told by several of its volunteers that someone showed up yesterday afternoon at the campaign’s Lee Highway office, took down all the Areizaga-Soto signs and replaced them with signs for his Democratic primary opponent, Barbara Favola.

Broadcaster With Arlington Connection Dies — Nat Allbright, a legendary radio broadcaster who could take simple telegraph accounts of a baseball game and spin it into an exciting play-by-play broadcast, died last month. Allbright’s New York Times obituary notes that he served as the voice of the Dodger Network, which broadcast Brooklyn and then Los Angeles Dodger games across the eastern U.S., from a Washington-area studio. As recently as about 10 years ago, Allbright sold advertising for the Arlington Sun Gazette newspaper. He died in Arlington on July 18, at the age of 87. [New York Times]

Flickr pool photo by Damiec

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