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For more than a decade, Phil Appleby and Steve Elicker have been advancing the idea of of creating an anchor for the East Village Arts District, something that would serve the needs of local and regional artists and, at the same time, become a destination for cultural tourism. The project has taken many twists and turns in the intervening years but, more recently, a commitment from the Long Beach Redevelopment Agency to create custom-built structure that includes part of the existing Acres of Books has brought the dream very close to reality.

A little more than a year ago, the Art Exchange group formed a 501c3, established a Board of Directors, and began the search for an Executive Director. Fortune smiled upon them in the form of Alex Slato. Alex, fresh from his tenure at the Museum of Latin American Art, is well loved throughout the art community in Long Beach.

This Saturday, 'ArtX' is hosting a fund-raising event in Acres of Books. The building is still loaded with many thousands of volumes, and the organizers will be accepting a donation of $25 and, in return, donors may load a vintage crate with books of their choosing.

Alex took some time to speak with me about the fund-raising event, and the challenges, opportunities, and vision for the newly rebranded 'ArtX.'

Alex: The ArtExchange, or ArtX as we are referring to now, has a very distinctive mission in Long Beach. The mission of the ArtX is to support artists through the development of a premier visual art center that provides the community with opportunities to experience the arts, to initiate a creative exchange, and serve as a catalyst for the growth of Long Beach's arts community.

In this initial phase, we have three clear goals.

1) Supporter of Local and regional artists.
2) Economic Catalyst, and
3) Cultural and Learning destination.


Sander: What makes a 'premiere' visual art center?

Alex: This type of center will be serving artists to develop not only their artistic careers, but also their professional skills. If you are an artist that needs to have a grant written and doesn't know how to, we will provide low cost assistance for the grant. If an artist needs to develop their resume, or even a portfolio, we can help you put it together. For artists who want to sell a painting and don't have credit card machine, we can help. Another important one is that we can also coach you on how to approach galleries and, if needed, to negotiate and review contracts. The possibilities are numerous for this, as you can imagine.

This also works with collectors. We can educate the local collectors to understand the great variety and quality of artists that live here in Long Beach.

Sander: How much of the facility will be devoted to exhibition space?

Alex: The whole center will be a visual experience. We do have an Art Gallery, and workshop areas, where art will be displayed. There will be 15 studios for artists, and these will also be interactive spaces where the public can see the artists at work, and visually engage in the process.

We will also have a hot shop for glass making and ceramics. This space, too, will be visually accessible to the general public. [They will be able] to sit and watch Glass being blown.

The ArtX will be a welcoming and open environment for collectors, patrons, dealers and art aficionados, helping to raise the visibility of local artists. ArtX staff will actively forge relationships with museum professionals, collectors and others to bring attention to resident and exhibiting artists.

Sander: Have you decided how much the studio spaces will cost and, if so, how much?

Alex: We are still working those details out, but the Board of The ArtX, as well as myself, are committed to maintain affordable range of prices for all of the artistic community here in Long Beach.

Sander: What sort of process will artists be required to go through to gain access to studio space, and to use the facilities?

Alex: The use of the facility is for everyone. There will be a membership program starting out soon, where members for a nominal fee will be able to use spaces that we have for professional development, like the hot shop and workshop area.

In regards to the studio area, these are spaces that will have a list of professional requirements. These guidelines are being designed now, but the focus is to attract professional artists that can also lend a hand to the growth of the center through their skills and career achievements.

Inclusiveness is a big part of our core value. So there will be many different types of artists and media represented. We will have classes for professionals, intermediate and amateurs as well.

Sander: Will there be studio spaces set aside for visiting artists?

Alex: The idea for ArtX is to be able to offer our community as much new and diverse art as possible, so there will be a program that will focus on visiting artists and in-residence artists but, as you understand, the framework is being developed as we speak.

Sander: One of the concerns that many people have voiced to me about this project is that, although it has been in development for nearly a decade and a half, many of these specifics haven't been worked out yet. Why is that?

Alex: The making of the ArtX has been going on for that long. During this time the ArtX has been a project in the making, in 'Big Picture' terms. As most organizations do, they have a 'big picture' stage before all the plans start to come together. Since its defining moment when the RDA decided to stand behind this project and support it, it became a reality, and all the specifics had to be worked out. So we are working to finalize all these projects and develop a comprehensive plan for our community.

Sander: The concern in the creative community is that, if these details aren't worked out before things move forward, the fundamentals can't be understood clearly, and its success will remain in question.

Alex: Are you implying that if I don't know how much rent I am going to ask for a studio, then the success of the ArtX is in question?

Sander: Let me clarify. One specific example is funding. The RDA has already committed more than $50,000 in operational expenses to the ArtX organization, through the hiring of consultants, staff retreats, and the like. They've agreed to pay for the construction of the building as well. Still, currently no funds exist to pay for all the equipment, staff, etc that will be required to get things going.

Also, as you know, the City has been hit with financial troubles via loans for the LBMA and the Aquarium, due to poor pre-development planning. So, naturally, there is concern that this might prove to be a similar challenge.

So, the question is: Why not get all of these details ironed out, made public, and then move forward with the development of the site?

Alex: That is where I come in. My role as Executive Director is to finalize a strategic plan with an education, communications and development plan. These are all being finalized during the summer months. Our development plans have already moved forward and begun to raise necessary funds to have things in motion.

Since the RDA has taken the responsibility to build the space, and to have the art equipment in place, that leaves the board and myself with the responsibility to raise the funds to create programs and classes. The center will also have another source of income by renting workshop spaces and special event areas for weddings and social gatherings.

I have been meeting for the last 6 months with artists and art leaders in the community and have been listening to their concerns, interests and needs. It is based on these conversations that I am going to the drawing table to finalize strategic planning, which give us ample time before the center opens.

Sander: It was my understanding, based on conversations with the RDA staff, that they would not be paying for any equipment. Has that changed?

Alex: It is my understanding that Hot Shop equipment is part of the center.

Sander: My understanding, from speaking with RDA Project Officer Carl Morgan about a year ago, was that the RDA was to pay for the building, just the "brick and mortar," and everything else would need to be funded by the ArtX. Things certainly may have changed since then, however.

[Note: At the time of the writing of this article, neither Alex nor I were able to get a definitive answer from the RDA about this question.]

Sander: So, one of the three goals you outlined earlier was economic development. How do you see the ArtX project impacting the micro-economic environment, and that of the City as a whole?

Alex: Well, ArtX will have many small businesses running out of it. If you think about it, on the day we open the center there will be 15 artists in the studios. The store will carry many items from artists and small enterprises. The frames, and all the different products that will be sold, will have an economic impact in the local area.

That would be approximately 25 businesses operating from the center. At the same time, all the people that operate and visit will be doing a certain amount of consumption of other service in the area, like food, shopping, etc. Not to mention the construction project [itself] and everyone that will benefit from this development. We are working on an economic Impact report that when available I can share it with you.

I can also tell you that the services provided from ArtX, like the Hot Shop for Glass and industrial arts, is very unique in the area. There are very few Hot Shops in a 25 mile radius, so coming to Downtown Long Beach will be very appealing.

Sander: Have there been any environmental concerns related to the high heat processes?

Alex: We passed the environmental impact report with no problems. In regards to the environmental impact concern with the shop, we are working with a consultant and speaking with a few other centers around the Country to have a plan that includes the most sensible environmental conditions possible.

Sander: One of the original visions for the project, advanced by Steve Elicker, was to have metal foundry equipment on-site. Why did that get dropped from the plan?

Alex: The metal Foundry is not, at the present time, in the plans. It is an option for smaller pieces of art, like Jewelery and design, but at the moment, this is not being part of the opening project.

Sander: Has the City been cooperative about the zoning issues? Currently, I think the area is probably zoned as commercial/retail/residential. Would the facility require an industrial/manufacturing designation?

Alex: The RDA and the City are working together very well to develop this site. As you know, this is a very important project for the RDA team, and everyone is fully committed to supporting the development of this Center.

Sander: So, has the zoning issue been resolved and, if so, how?

Alex: This is a good question to ask the RDA team. As they are the team dealing with the day to day operations. We are involved in many ways with design and functionality issues of the building itself. RDA is who manages the building and construction and we do receive periodical updates.

Sander: Let's talk about the fundraiser. How much money will you need, once the building is complete, to actual start operating?

Alex: This kick off/ fundraiser is Saturday July 10th. We will be opening up the Acres of Books doors for the last time to the public. It is a symbolic event as old fans of the store and new fans of the ArtX can come and celebrate the heritage this building has.

We are partnering up with SAM, that will have a wonderful Swing concert and a Dance contest for amateurs and professionals. Alive Theatre is collaborating with the Strolling Swingers performance thought the event, and Phantom Galleries LA will be opening a series of exhibits on the same block.

This is really one of the ArtX core values: To bring people together and integrate across the board artists and organizations, so we can support the City's efforts to elevate the cultural standards of the City, and create more critical mass for Downtown and the East Village Arts District.

In regards to the budget, we are about a year and a half out, and the current economic situation is still a bit unclear. So we are working on two different budgets: A 'better economy' budget and a budget with current conditions. These budgets range from $ 350-600k a year at the initial phase.

We are now ready to kick off a fund-raising campaign called the Founding 50, a naming opportunity for our center that is looking for the first 50 individuals and corporations to support the center from the ground up.

Sander: So, with this first fund-raising event, do you have a goal you're intending to reach?

Alex: The fundraiser this coming Saturday is selling vintage crates full of as many books for $25. We would love to have at least 500 crates sold.

This is also a launching campaign so people can get to know what we are about and watch us grow. Its a 'Friend'-raiser, and an event that, as I mentioned before, binds and unites many other cultural and art institutions across the board. We are the new Downtown. We are the market makers.

Sander: Aside from making donations, are there other ways interested people can get involved in the ArtX project?

Alex: Yes. Volunteers are always needed and in-kind donations of things we need are always welcomed. For more information on how to help us grow, people can visit our website:

http://www.ArtExchangeLB.org

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Some time ago, Phil Appleby shared some of his thoughts about the project, and I felt it appropriate to include them here:

Phil: First and foremost I have a great admiration for the arts community, and artist in general. To watch a blank canvas or a piece of marble be transformed into a piece of art is almost magical. For years I would visit my children back East, and one of our places we would go to was The Torpedo Factory. This reused "torpedo factory" was alive with artists, tourists, and art buyers. You could walk through the building and watch artist at work. You could ask them questions, and you could buy art if there was a piece of art that moved you.

I always hoped that we could have a place for artists like that in Long Beach. I also hoped that we would have the facility in the East Village, an area that I have been active in as a community leader for many years. I hoped that a facility such as The Torpedo Factory would enhance the East Village and bring us a little closer to [becoming] an Arts District.

We are at the beginning of our own ArtExchange. My fondest hope is that this will be a place that artist can successfully create and sell their work; where we can educate the public by offering art classes and reaching out to children to have them appreciate the arts; be a catalyst for tourism in Long Beach and in the region and be another asset to our struggling Arts District.

This facility is a beginning. If you are interested in the promise of The ArtExchange, I would ask you to investigate The Torpedo Factory and see how it has grown over time, and its positive effect on the community and its artists. There are many examples of projects like The ArtExchange. I would hope your article will be about what it can be, rather than what its is not.

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