Newsmaker Q&A: Kickstart helps take arts to the streets

When a 25 percent decrease in funding threatened to kill Streetmosphere’s entire last month of summer street music, dance, visual art and theater performances, the nonprofit group knew it had to find a more efficient way to raise funds than an open guitar case.

The art program – created by Beet Street in 2010 – ran its first Kickstarter campaign in May, and surpassed its $17,000 goal with the help of more than 320 supporters in one week.

The Business Report caught up with Beet Street development manager Mary Beth Polce to find out more about community funding for the arts in Fort Collins and why the $80,000 it takes to produce Streetmosphere each year is worth more than your loose change.

Question: What made you decide to try Kickstarter to fund Streetmosphere? Was this your first experience with a community-funded project?

Answer: We found out about a decreased grant right before the beginning of our season and needed to make decisions very quickly about how to deal with that issue. We decided to use Kickstarter for several reasons, mainly because it provides a way to structure a fundraising campaign that is very visible and accessible to the public. It is also a system that reflected the sense of urgency we were experiencing! This is the first time we have asked the public for support of Streetmosphere and the first time that we used Kickstarter as well.

Q: It took until the very last day to raise the funding. Is that something you were expecting? What was going through your mind Tuesday morning?

A: We were definitely prepared to get down to the wire, which is something that is common to crowdfunding platforms like this. That sense of urgency during the last few days can be really motivating for people to decide to make a gift. With how much the community loves Streetmosphere, we just believed we would make it. Although it was nerve-wracking, we just kept doing all we could to get the word out, and keep people informed.

Q: How do you decide which artists/performers to feature?

A: In January of each year we ask performers to submit video auditions of what they propose doing for Streetmosphere. We then hold in-person auditions for certain performers, and a panel of staff, professional artists and community members choose those that they think would be appropriate for the program. This year there was a 25 percent increase in qualified submissions. We increased the number that we hired this summer, both to give more performers an opportunity and to increase the variety within the program for our audience.

Q: Traditionally street performers have been paid by the people that watch and enjoy them. What’s the benefit to having them scheduled and paid for by another organization rather than letting it happen organically?

A: First of all, as an organization, we believe that artists should get paid for their work. Streetmosphere is like any other performance venue in that way, with Beet Street taking the financial risk instead of the performers. Streetmosphere is also unique in that it provides an opportunity for artists who don’t traditionally perform on the street to provide exposure within the community. It also creates a professional standard within the program so visitors know that they will experience a certain level of quality. Many artists have traced new students, increased sales and new gigs to their exposure through Streetmosphere, which tells us that the program is working.

Q: What are the most popular acts, and how do you judge an act’s popularity?

A: I would say that the variety within the program is its greatest strength. Not knowing what you will see on the next corner provides a certain element of surprise. Another interesting benefit to the program is that many visual artists and other nontraditional street performers have become recognized public figures through the program, which is a unique and rewarding experience for someone like a painter or weaver.

Q: What impact (if any) does Streetmosphere have on the businesses downtown? Does that affect how you decide what acts go where?

A: Many businesses have reported increased traffic and sales. One of Streetmosphere’s strengths is the way it enhances what is already happening in the community. People come downtown for a full experience, rather than to just experience a particular event. The Guidebook fulfills the same purpose, which provides information about Streetmosphere and Fort Collins as well as advertisements for supporting businesses. We have heard reports that the coupon pays for itself in the amount of business it brings in.

Q: Will you do another Kickstarter campaign next year? If so, what will you do differently?

A: We do not plan on doing another Kickstarter campaign, although we do plan to continue engaging the public and increasing community support and involvement. While Kickstarter is appropriate for certain situations, it is not a good fundraising model to rely on. This was our first experience with asking the public for support of Streetmosphere, and we will continue to do so through more strategic fundraising efforts.

– Maggie Shafer

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