PANDEMIC PIVOT 2020
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A NEW DAY: Gallery 53 met the challenge of the statewide shutdown with creativity + resiliency!
At the start of 2020, Gallery 53, a 113 year old visual arts organization in Meriden, was poised for a successful year. With a new director in place, plans for a major themed fundraiser were well underway and the gallery was getting ready to launch an innovative film program. Grant applications for critically needed technology upgrades had been submitted. The gallery had collaborated with other local nonprofits the previous Fall to stage a profitable, well-attended “Bread & Broth” fundraiser. All of these steps were helping to cement Gallery 53’s position as an anchor in an emerging downtown arts district.
ONGOING CHALLENGES OFFSET BY VOLUNTEERS & COMMUNITY SUPPORT
Despite these positive indications, Gallery 53 faced ongoing financial challenges. In contrast to arts organizations in surrounding towns that receive support from their respective municipalities, Gallery 53 relies on grants, donations, class and membership fees, and fundraising events for support. Even with revenue from the previous Fall’s fundraiser, their oil tank is a hungry beast and their ancient elevator is cranky and temperamental. While the gallery enjoys an abundance of natural light from large windows, aging overhead fluorescent light fixtures were dimming and flickering. In spite of the financial challenges of being an independent arts organization maintaining a 1890s-era building in a struggling downtown, the dedication of a core group of volunteers and support from the community was propelling Gallery 53 forward.
MARCH 23RD STATEWIDE SHUTDOWN
Enter Coronavirus. When Governor Lamont’s Executive Order went into effect March 23rd, Gallery 53 closed down. Scheduled classes were postponed. Their major fundraiser was postponed, then cancelled. The G53 Gift Shop, a consistent revenue producer, was shuttered. With all of their artists, teachers, volunteers and customers isolated at home, how were they to continue supporting this community and keep art accessible at a time when people needed self expression more than ever? Once the shutdown was over, would they be able to re-connect with their community and still be relevant? How would they make up for the lost revenue they so badly needed to maintain their facility and continue their mission?
STAYING CONNECTED
Their initial response was to double down on social media, promoting an exhibit already in the gallery by the Women Photographers of Connecticut, starting a #supportRsupporters campaign to feature past contributors, as well as posting helpful and inspiring information for their artist members and the community at large. Next, they developed the Art4Kids Online Art Contest as a way of engaging with kids - and their parents - who were isolated at home. A small group conducted a letter writing campaign targeted at potential individual and corporate donors. Lastly, they continued their email newsletter program, including special, supportive messaging to members and supporters.
Towards the end of April, it became apparent that reopening was not imminent. Participating in a Facebook Live event focused on supporting local retail members organized by the MidState Chamber of Commerce gave them the impetus to develop an online store offering curbside pickup. Around this time, a member with sewing skills offered to make face masks they could sell to raise money for the gallery. So, in less than two weeks - thanks to a cash donation from the G53 president to cover upgrading the website and some non stop volunteer labor - the online store was up and running for the Facebook Live Event! As you might expect, the face masks were the top selling item!
DIGITAL & COMMUNITY OUTREACH
Building on the success of the new eStore, towards the end of May they launched an online exhibit and sale of artwork by a former member and president. Sales benefitted an arts scholarship fund as well as Gallery 53, giving a much needed shot in the arm.
Throughout May and June, G53’s president started an outreach campaign to recognize the essential workers in local nursing homes and long term care facilities. She delivered gallery gift bags with her handmade glass jewelry and “thank you!” tags.
Like the COVID-19 Face Masks, the next opportunity to raise money also came from a member donation. A local sculptor donated 2 metal sculptures; one to Gallery 53 and another to the local humane society. Rather than have a fundraiser that would compete with the Humane Society’s they contacted this group about working together. The two organizations sponsored a joint online auction, offering the metal sculpture and a large locally themed mosaic. This fundraiser was a success for both organizations.
REOPENING & RETOOLING
In June Gallery 53 was able to reopen their store and start offering classes and workshops. Their volunteers again rose to the challenge, building plexiglass shields in their retail areas and putting other social distancing protocols in place. Since the online auction was successful, they followed it up with another joint fundraiser with the Meriden Human Society, raffling off the remaining metal sculpture, selling both online and physical raffle tickets. Gallery 53 also leveraged the exposure from the Art4Kids Online Art Contest (and resulting in-gallery and online exhibit) to generate attendance at a series of kid-centric summer art programs: SummerFun! Kids’ Art Classes and Mommy&Me Mosaic Steppingstones Workshops.
Since the pandemic began, Gallery 53 received previously applied for grants to upgrade to energy-efficient lighting and acquire desperately needed hardware and software. With new lighting installed they have reduced their electric bill. Now in the process of upgrading their technology, the staff can be more efficient and ultimately dedicate more time to their core mission of making art accessible to everyone in the community.
STAYIN' ALIVE THANKS TO CREATIVITY, RESILIENCY & DEDICATION!
Thanks to the efforts of a tight knit board of directors and some strongly committed volunteers, all with deep roots in the community, these initiatives helped improve Gallery 53’s cash flow, allowed them to reopen, and continue their mission of keeping art alive in Meriden! Gallery 53 heads into the future a still-viable, newly resilient, independent nonprofit visual arts organization looking forward to the next 113 years!
ONGOING CHALLENGES OFFSET BY VOLUNTEERS & COMMUNITY SUPPORT
Despite these positive indications, Gallery 53 faced ongoing financial challenges. In contrast to arts organizations in surrounding towns that receive support from their respective municipalities, Gallery 53 relies on grants, donations, class and membership fees, and fundraising events for support. Even with revenue from the previous Fall’s fundraiser, their oil tank is a hungry beast and their ancient elevator is cranky and temperamental. While the gallery enjoys an abundance of natural light from large windows, aging overhead fluorescent light fixtures were dimming and flickering. In spite of the financial challenges of being an independent arts organization maintaining a 1890s-era building in a struggling downtown, the dedication of a core group of volunteers and support from the community was propelling Gallery 53 forward.
MARCH 23RD STATEWIDE SHUTDOWN
Enter Coronavirus. When Governor Lamont’s Executive Order went into effect March 23rd, Gallery 53 closed down. Scheduled classes were postponed. Their major fundraiser was postponed, then cancelled. The G53 Gift Shop, a consistent revenue producer, was shuttered. With all of their artists, teachers, volunteers and customers isolated at home, how were they to continue supporting this community and keep art accessible at a time when people needed self expression more than ever? Once the shutdown was over, would they be able to re-connect with their community and still be relevant? How would they make up for the lost revenue they so badly needed to maintain their facility and continue their mission?
STAYING CONNECTED
Their initial response was to double down on social media, promoting an exhibit already in the gallery by the Women Photographers of Connecticut, starting a #supportRsupporters campaign to feature past contributors, as well as posting helpful and inspiring information for their artist members and the community at large. Next, they developed the Art4Kids Online Art Contest as a way of engaging with kids - and their parents - who were isolated at home. A small group conducted a letter writing campaign targeted at potential individual and corporate donors. Lastly, they continued their email newsletter program, including special, supportive messaging to members and supporters.
Towards the end of April, it became apparent that reopening was not imminent. Participating in a Facebook Live event focused on supporting local retail members organized by the MidState Chamber of Commerce gave them the impetus to develop an online store offering curbside pickup. Around this time, a member with sewing skills offered to make face masks they could sell to raise money for the gallery. So, in less than two weeks - thanks to a cash donation from the G53 president to cover upgrading the website and some non stop volunteer labor - the online store was up and running for the Facebook Live Event! As you might expect, the face masks were the top selling item!
DIGITAL & COMMUNITY OUTREACH
Building on the success of the new eStore, towards the end of May they launched an online exhibit and sale of artwork by a former member and president. Sales benefitted an arts scholarship fund as well as Gallery 53, giving a much needed shot in the arm.
Throughout May and June, G53’s president started an outreach campaign to recognize the essential workers in local nursing homes and long term care facilities. She delivered gallery gift bags with her handmade glass jewelry and “thank you!” tags.
Like the COVID-19 Face Masks, the next opportunity to raise money also came from a member donation. A local sculptor donated 2 metal sculptures; one to Gallery 53 and another to the local humane society. Rather than have a fundraiser that would compete with the Humane Society’s they contacted this group about working together. The two organizations sponsored a joint online auction, offering the metal sculpture and a large locally themed mosaic. This fundraiser was a success for both organizations.
REOPENING & RETOOLING
In June Gallery 53 was able to reopen their store and start offering classes and workshops. Their volunteers again rose to the challenge, building plexiglass shields in their retail areas and putting other social distancing protocols in place. Since the online auction was successful, they followed it up with another joint fundraiser with the Meriden Human Society, raffling off the remaining metal sculpture, selling both online and physical raffle tickets. Gallery 53 also leveraged the exposure from the Art4Kids Online Art Contest (and resulting in-gallery and online exhibit) to generate attendance at a series of kid-centric summer art programs: SummerFun! Kids’ Art Classes and Mommy&Me Mosaic Steppingstones Workshops.
Since the pandemic began, Gallery 53 received previously applied for grants to upgrade to energy-efficient lighting and acquire desperately needed hardware and software. With new lighting installed they have reduced their electric bill. Now in the process of upgrading their technology, the staff can be more efficient and ultimately dedicate more time to their core mission of making art accessible to everyone in the community.
STAYIN' ALIVE THANKS TO CREATIVITY, RESILIENCY & DEDICATION!
Thanks to the efforts of a tight knit board of directors and some strongly committed volunteers, all with deep roots in the community, these initiatives helped improve Gallery 53’s cash flow, allowed them to reopen, and continue their mission of keeping art alive in Meriden! Gallery 53 heads into the future a still-viable, newly resilient, independent nonprofit visual arts organization looking forward to the next 113 years!
PHOTO: Sunrise over East Side of Meriden, 2020