The Roanoker - January/February 2015 - 62

2015 SOURCEBOOK

THE DEVELOPING
ART OF FUNDING:

How To Do More
with, Yes, Less
STORY AND PHOTOS
BY DAN SMITH

IT HAS BECOME ALL but a custom and a requirement for arts organizations to bemoan their fiscal
health, while using a lot of their creative energy to
figure out how to stay in business. That creativity has
been especially beneficial during the past few years, as
government funding has all but disappeared for most
of them - especially those in the western half of the
state, the "rural" half.
Still, a conversation with those in charge of the local organizations leaves a distinct impression; one of
vibrancy, health, growth and innovation.
Margaret Vanderhye, executive director of the Virginia Commission for the Arts, is digesting yet another
General Assembly budget cut (this one five percent),
and strongly suggests that "it is essential to be creative
and innovative in this economy."
The Virginia Commission for the Arts and the National Endowment for the arts funnel public money to
arts organizations of a wide variety in Virginia.
"Proportionately, we've had to reduce the amount of
the grants from the days when funding was at $1 per
citizen [per year]. We'd like to achieve that level again,"
says Vanderhye.
Most executive directors in the Roanoke Valley
speak infrequently of government funding, since there
has been so little of it in recent years, preferring instead
to emphasize efficiencies and partnerships. There are
a lot of those, some not looking all that logical on the
surface, but working to a mutual benefit.
Here is a brief look at the individual fiscal health of
arts organizations and what they have planned in 2015:

ROANOKE SYMPHONY ORCHESTRA
When Botetourt County native David Crane was appointed executive director of the Roanoke Symphony
Orchestra in May of 2014, he took over a healthy, progressive organization that has been one of the true in-

62 JANUARY/FEBRUARY 2015

Many arts organizations
across the Commonwealth
and the nation have been in
a bad way since about 2008.
Roanoke, however, seems to
be living a fairly healthy life
and is using some of its cumulative creativity to make
its position even more solid.
novators in the Roanoke Valley. Under the leadership of
Beth Pline (who retired for health reasons), the orchestra
created a reputation for fiscal innovation and with David
Wiley continuing at the head of the orchestra, it was a
group of admired musical professionals.
Crane hopes to continue what has been a successful
combination of big orchestral and small, intimate events,
concentrating in its three specialty areas: pops, destination and masterworks. In addition, the Green Room Series of small, free concerts and lectures will continue. The
three big and distinct offerings "are our signature," says
Crane, head of one of three professional Virginia symphonies (others are in Richmond and Hampton Roads).
Innovations at RSO began recently with its season
ticket options, which allowed patrons to spread payments over a season and with ticket prices at a relatively
low $32-$52 (and a lot of discounts available). The orchestra's talent level has remained high, says Crane.
"We not only have some of the best musicians from
all over Virginia, but we're also pulling in people from
Ohio and West Virginia. The talent is at a fantastic level."
The RSO's budget has remained at around $1.5 million and is "comparable to orchestras our size across the
country," says Crane. He says the symphony, "like everyone else, has adapted [to the realities of the economy].
We have had the opportunity to be creative [professionally and fiscally]." rso.com

JEFFERSON CENTER
"Support [for arts organizations] changes and you have
to keep the wheel turning and be open to any resource
for support," says Jefferson Center Executive Director
Cyrus Pace. "Funding the arts is a challenge. That has
not changed."
The Jefferson Center has found a winning formula
for its three-pronged sources of money, each representing roughly a third of the nearly $2 million annual budTHE

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The Roanoker - January/February 2015

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