Moving forward in the arts world
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- Published on Thursday, May 12, 2016
Photo by Ron Nordstrom. Local artists donated pieces for an art auction at the launch of ArtsForward on Friday, May 6.
By Kira Paterson
Neepawa Banner/Neepawa Press
A local not-for-profit organization got a makeover after 40 years with the same look. On Friday, May 6, the Viscount Cultural Centre (VCC) held an event to announce their new name, ArtsForward (AF). The organization’s rebranding was 18 months in the making, following a grant they received to help them regain interest and support from the community.
“The idea was to generate more interest and [get the word out] more of what we do,” said Kathleen Guillas, administrator at AF. “That’s the other thing we find frustrating here... people don’t realize what we do here and so we need [the name] to say what we’re doing.”
The grant supplied them with a mentor from an organization called ArtSupport to come and work with the board of directors. “His name was Norm Velnes and we’ve actually been working with him for the past couple of years,” explained Rrain Prior, director of programming for AF. “Not just for the rebranding, but also as a mentor for engaging with the private sector in terms of fundraising and support for the arts.”
“It was suggested [by Velnes] that we maybe create more energy in the community and that we update our look,” noted Guillas. She explained that the board decided on the rebranding because the name, Viscount Cultural Centre, doesn’t carry any meaning to most people in the community.
The VCC started initially from the Manitoba Holiday Festival of the Arts, to make sure there was art programming all year in the community, not just for the summer. The name came from the Viscount School, which was the art centre’s first home, after the school closed down. Nowadays, most people don’t know about the Viscount School, so the name has little significance.
Guillas explained that they changed the name “so people identify us with an art gallery or an arts centre.” She said the board brainstormed what to call the organization. They wanted to make sure the word “art” was in the name, as well as the idea that they’re looking forward. They chose the name “ArtsForward”, because it got that message across.
Fundraising is important for any not-for-profit group and with the new name, there will be a new focus on expanding support for the organization. They will be seeking two new types of sponsorship, suggested by Velnes, corporate sponsorships and a new patron sponsorship option. In the corporate section, Guillas said that they will now have their art shows and exhibits available for local businesses to sponsor, to get the business’ name in the show. She explained that, for example, if an art show comes in that has to do with farm animals or agriculture, one of the local agricultural businesses could sponsor that show. Or if there was an exhibit that had to do with cars, an automotive company could have their name on the show.
The Patrons Program will involve donating $100 a year for five years, with all proceeds going to the children’s arts classes, to keep the cost lower for the students.
The Neepawa Banner has offered to match donations received between now and August, up to $2,500. As of right now, Guillas said that they have received $2,100 in donations, which means they have a total of $4,200 at present.
“That’s the idea of rebranding. Number one, just to educate people about what we do, but also maybe to create some excitement so that people are maybe willing to sponsor us a bit more or come and take part in some of the things we have,” Guillas said.
Despite the new name, AF will continue what the VCC started, but hopefully, with more support and awareness in the community.
