WESTFIELD – A new grassroots group seeks to address “an arts and cultural desert” in the city.
“We’ve hatched from an incubation of ideas to a fledgling grassroots organization,” noted Bill Westerlind on the group’s Facebook page – Westfield Arts and Cultural Forum – upon announcing an executive operating committee who will be taking the reins for a major event slated April 30. Cheryl Crowe will serve as creative director, Yasmin Hernandez, assistant creative director, and Westerlind as marketing and communications director. A treasurer and secretary are still sought by the group.
During “Calling All Artists” organizational meetings since December, the group has attracted close to 30 artists each time, a mix of mostly performing artists, some visual artists, and a small representation of literary artists. The next planning meeting is Wednesday at 6:30 p.m. at the Westfield Woman’s Club on Court Street and all interested area residents are invited to attend.
“Although we are based in Westfield, our group is open to any and all artists in the surrounding communities in western Massachusetts,” said Westerlind. “We’ve encouraged all local artists to get involved and join our group – performing artists, visual artists, literary artists – we want to represent a diverse mix of artistic expression.”
Westerlind noted that having lived in Westfield since 1979, he has noticed over the years “well intentioned, well researched and studied top down efforts” to bring vibrancy back to the city.
“My experience with top down efforts is that on paper they may appear to be the perfect solution when in fact on the ground they can badly miss the mark,” he said.
Westerlind said the new group will use a “bottom up approach” as they start growing their organization.
“The buy-in and engagement is far greater when folks are asked for their input and opinions,” he said. “We’ve held three informational and discovery meetings to determine exactly what folks would like to see in Westfield in terms of the arts.”
Westerlind said the arts on a consistent basis “are absent” in the city.
“Westfield on Weekends executes some wonderfully successful, large-scale events which draw thousands of people in the city center,” said Westerlind. “But in between those events there is something of an arts and cultural desert in the city.”
Westerlind said that after soliciting feedback from residents, artists and using real time market research, the group is giving artists what they want the most – “a place to play.”
“If we can find places for the artists to ply their trade, people will come to watch them play,” he said. “If people are attracted to these events, the economic benefit is the incremental economic activity created by the event attendance.”
Westerlind believes that this grassroots approach has “staying power” and is “very different” than previous efforts.
“Our efforts are focused on marketing all arts and cultural events via our Facebook page and organizing and executing specific events for the benefit of our local artists,” he said.
As planning for the April 30 event gets underway in earnest Wednesday night, the group is considering a “mixed arts and cultural event” which might include a day of musical stage performances, a gallery of visual art such as paintings, photography, or sculpture, literary events such as poetry readings or writing workshops, or book sales by local authors.
“The size and scope is what will be determined at the March 2 organizational meeting,” he said. “This is our very first event so we want to execute very well so folks have a good time at the event and we create a very favorable impression of the Forum and our objectives.”
Westerlind encourages all area artists to consider attending Wednesday night’s meeting which will be facilitated by local musician Tom Sawyer.
“We can walk the facility, get a feel for the potential, and plan an awesome event,” he said. “This meeting is open to anyone interested in organizing and executing a unique and compelling event designed by and for our local artists to showcase their extraordinary talent and entertain the citizens of our community.”
If you are unable to attend the meeting but would like to get involved, email the executive committee at [email protected].
