Works of Arts-A Magnet for Artists Northampton Savors the Attraction 6.1996P96
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JUNE 1996
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A Magnet for Artists; `Northampton Savors the Attraction
cross the Pioneer Valley, community development directors dream 6f'—
Iand 'are often challenged to find ways to — '.`create another Northampton."
They can say the words, and they can dream the dream, but this city will
always be one of a kind.
Among the many factors that have contributed to Northampton's resurgcnce. in the.
past 15 to 20 years, none may as critical as the birth and narrating of its arts
community, What started small. a few decades ago has achieved a critical mass that has
gained national and international acclaim. It has given Northampton an identity, and its
economy the fuel it needs to prosper. It also has other communities looking for' ways to
do fhc tarne'thing, .
"You couldn't duplicate this If you had to ... the circumstances are just totally unique.'
Everything just fell into place; ' says Stephen Calcagnino, a man who should know. He
is the director of Northampton's Center for the Arts. For the past eigfit years he has sat
in the front row and watched how Northampton has attracted artists like a magnet, and
howthis errvironmenthm helped turn the community into the tourism capital of'Westem
Mass.
Calcagnino will try to.ply this formula in his new role as director of the .Amherst
Chamber of Commerce, a job he will take up In a few weeks. YNle.conceding that
there can be only one Northampton, he knows there are invaluable lessons to be
learned from this example, Most notably, he said, is the need to foster the arts, and
recognize the incalculable contributions they bring to a community's health and fiscal
well being.
For the Record
In an upcoming book, author John Valenti rates Northampton second In the nation,
among communities its size, In terms of popularity among artists, This should come not
as a surprise, but perhaps as validation of just how attractive this city is to the arts
community. Only Eureka,' Calif., polled higher. This ranking is based on a variety of
factors, including the number and.vadety of galleries; the livability of the community,
and its cultural benefits.
42-. FOCUS ON NORTHAMPTON
Situatgd amidst five diverse Well krtov±n .
calfeges and with its'vast resources for
uu,u, •,__ �, 1 — ANIM WU }iIVktUVe
minds by the thousands: Iiat they have
given back to: the community rs itrjmeasur, ;
able. ,A form a worked dut by analysts at
Northea'stem University estimates. that the :.
Centgr far fhe Arts events alone pump more,
than p.5, million back.to the city's busi
nesses, Apply this to this galleries, ihe`thea-
tees, the Iron :- Horse and. the ,other clubs,
and `you're talking about several million
dollars.
"The iesurgence of Northampton owes"
a great'debt to 'the "arts community," he
said, '.`But it is a debt that the city recog-
nizes and has paid back, and that the
business community recognizes even
more.,,
Indeed, what exists in Northampton is
a model for all cities and towns, he said ...
a- -partnership between the business com-
munity and the arts that is self perpetuat-
ing; . It would be difficult, if not impos-
sible, to duplicate elsewhere, First, them
must be an environment to attract artists,
followed up with strong support from the
municipality and its business community.
But while it can't be replicated, comma-
nines can help themselves by applying what
Northampton has learned.
"There are estimates that for every $1
spent by a community toward the arts, anotty
$345 is put back into it," he said, "The
arts are just as valuable as any service in
a community, like fire, police, or anything
else, and like those other services, the arts
will draw business into a city,"
Northampton Chamber of Commerce
Director Suzanne Beck said that unlike
JUNE 1996
®E
FI-7I
ore m
m you don't see this in other co
a g
x
Center of Attention
::?
As Northampton's artist community grew,
it was natural that it would need a forum
in which talents could be fostered and ap
- •;��•w; -.;;, •
recinted, In 1994,
p the Center for the Arts
was created to fill that void, Since then;
its galleries' have displayed the works of
;,�,_;.•;�. --- •,••,�;; _
;hundreds of painters and sculptors, and it
has staged more than 1,200 events in ven-
ues ranging fr6m its: own 300 -seat hall, to
the. 800 -seat Academy of Music, to the
2,000- seat John M. Green Hall at Smith
College, -
i•- "' =� - g `::i`. =•-
From First Night to its popular Arts in
;=
the Park, the non -profit center stages events
_ that'sbowcase Northampton's talents,
while helping to bring millions of dollars
in business to downtown establishments:`
'These, twin ambitions are among those
Calcagnino will .bring with him to Amherst.
.r lo;impmye an already strong; relationship
.between the arts, and business community
there..:. ,
k: - ••
tuts, are lilt y
a anyamplifier, .p e
h"The
alp showcase a city, they're a great ub=
-• :::•
1 0
iTcnielalions machine said Calcagnin ,
. ...... ..,•..••••••••••- ............ ........................
ivurrrrampron is more than q home for art, it's a place to create it. Actress Nicole
Kidrnan could be seen raking in downtown during the filming "Malice" 1994,
is is a formula that has worked in
'Northampton for many years now, and that
of in
formula will be a part of what I'd like to
Springfield, where the arts scene is domi- , gine that drives the tourist economy.
do in Amherst."
But promoting the arts is not as simple
Rated by large groups such as StageWest, "The individuals and smaller organiza-
as It was years ago, he said, noting sharp
the Springfield Symphony, the museums, tions here have created a critical mass that
drops in public funding and rising compe-
and Channel-.57, Northampton's' identity has an enormous impact on the city and
_
r litioq for private donations. -Thus, while
is with individual artists. Collectively, its business community;' she said, "Bute
these, organizations are not businesses in
however, they form one of the largest in- what is key is the awareness of the impor'
the strict sense of the definition, they have
dustries in the city, and comprise the en- tance of the arts and the need to develop
Continued on page 44
®E
FI-7I
44 ,FOCUS, ON.NORTHAMPTON Budwft JUNE 1996
Center for Arts
Continued from page 42
had to .learri to operate like'thetn. '.`Cen-
ters like . this have had to become much
mare , business savvy, We have to keep one
eye on the bottom line, and be aware of
any way possible to promote what we do,"
Calcagnino said.
What's in Store
Bill Muller, owner of the Guild Arts
Center on Main Street for the past 20 years,
has watched Northampton's artist-commu-
nity grow slowly but steadily into a major
force in the city's economy. His Hart Gal-
]cry attracts the works of mmy.local art-
ists and visitors from across New England,
and the Guild Studio School on the sec-
and floor draws 3,000 students a year. He
said part of the reason the arts flourish
here is because a unique; environment ex-
ists that encourages it.
The school's student ranks include pro-
fessionals in a wide range'of industries
who want merely to develop their untapped
talents. Such opportunities foster greater
appreciation for the arts, "If you look at a
city like Greenfield, or others like it, yes,
they have artists, but they don't plant the
seeds that foster interest or create talent,"
he said. "We have the Smith Museum, the
Community Music School, the Center for
Arts. Here, an isn't just appreciated, it's
encouraged.."
The city is blessed with a number of
older buildings that can house studios and
galleries, he said, and as more artists lo-
cate in town, they become' a community
that shares ideas and resources. "And while
the artists bring business development with
them, they also make our community richer
and far more interesting," he said.:`! think
that's the greatest benefit."
Muller said he hopes Northampton's
meteoric surge in popularity does not lead
inexorably to changes in the character of
downtown, especially in the arts industry.
Echoing concerns mentioned. in a recent
Valley Advocate story on the future of
Northampton, he speculates that sky -rock- .
eting rents may entice local business own-
ers to rent their valuable real estate, and
there are a number of. national. chains
chomping at the bit,
"I'm not .sure what vwill happen; but I.
suspect Northampton may have problems
holding onto to what it has, ".he said: `•`A
few national chains could really change
the look here, and they definitely want to
be here,"
State of the Art
For now, Northampton continues to bask .
in its popularity as a haven for artists. Like
Eureka, Calif., and Austin, Texas, it has
been put on the mapby culture and America's
Fondness for it.
Its record for success probably won't
be duplicated any time soon in the Valley, .
or elsewhere' for that matter, but its phi -
losophy of community development through
encouragement of the arts can be put to
practical use anywhcm,as
Anchors
Continued frompage 6
from strictly regional coverage, But Pepin
bristles at the suggestion that 40 does more
local news. "Count up the local stories during
an average nightly broadcast and you'd see
that the numbers are comparable, and we
probably have more," he said. `"their (40's)
consultant has told them to say they're the
`home for live, local news,' If,you say
anything enough times, you'll start to. be-
lieve it, but it's just not true."
Pepin concedes, however, that 401s at
least.more competitive . than in recent years,
and for most of the past 40. years. And he
believes this closing of the, gap bodes well.
for the viewer, who will get abetter prod-
net from both' stations.
111 admit .that .whany'ou don't have
to look over your shoulder, which we didn't,
you can get a little lackadaisical," Pepin
said, `But when someone's nipping at your
tail, you work harder; ;and .we are," Like
40, the station has put strong.emphasis on
health and safety news, and is, looking to
do more extensive coverage of Hampshire,
Franklin and Berkshire Counties to attract
more viewers there. Zelasko said the station's
,recent one -hour live broadcasts, "City in
Distress," featuring - viewer questions to
Mayor Michael Albano were well received,
and "something 40 wouldn't touch, even
though they're supposed to be the source
of live, local news."
.Pepin said Benedek,. which bought an
eight - station package that included 22 from
Brissette Broadcasting Corp. for a reported
$270 million, has made strong local news
its trademark, and will not mess with that
formula '°They're not comfortable with being
No. 2." He expects few, if any, changes in
personnel or commitment
Benedek is also negotiating the pur-
chase of five stations within the Stopher
Communications family, With the nine it
already owns, the new additions, if approved
by the Federal Communications Commis
Sion, would give that company 22 stations,
the most of any communications group in
the country.:Zelasko said Benedek began
buying stations in 1978, and has yet to
sell one, bucking a trend within the indus-
try, where investment groups are buying
stations, cutting expenses to turn a quick
profit, and then selling them.
"They're not only experienced inves-
tors, but experienced broadcasters,"
Pepin said of Benedek, "They're not here
for the short term, they're in it for the
long haul."
Don't Touch That Dial
:Natives of Western Mass., and those .
who have called it home for some time,
had gotten .used to one.picture — that of
Channel 22 dominating the local news
scene, and Channel 40 working to look
respectable. Today, the view is much Or
ferent.
One ratings book does not make a trend,
but it appears that after decades of look -
ing up at the crew. on Provin Mountain,
40 is leveling the playing field, With a
combination of talent and luck it is, at least
for the time being, No, LA
a
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JUNE 1996 �je,f ova Northampton? FOCUS ON NORTHAMPTON
H _ Much Do You Know About
43
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To usiness N S.
Count on us for everything, needed to get your;meeting off to a
flying start. Comfortable new meeting roams; Updafed communi-
cations services. Catering by'the area's''finestrestaurants. And a
staff with only one ltern on their agenda.:. making your business .
meeting a real pleasure. Next meeting, call us at(413) '586 -0114: ,
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The only thing we' haven't changed is. our -name.
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AM H E- RST /.HADL'EY"
401 RU3sE1,1, STREET. .- HADLEY, MA 01035 (413)566.01 14
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orthampton's founders, though
strongly Puritan in conviction, were
were raised by the prospect of the Northamp- it to be the "paradise of America;" Indeed,
ton -New Haven Canal, but shareholders artists like Thomas Cole thought the
17th century. 'There are a number of sur- '
18th
drawn to the area more by ac -.
never recouped their investment, and the environs of Northampton to be the epit-
viving century structures in and around
the city. The downtown district retains. its
counts of abundant tillable land
and case of trade with the Indians than by
coming of the railroad signaled the end of . ome of the "picturesque," the ideal middle
the company. Other industries grew and landscape between the sordid city and wild
19th century character: The - modest for-.'
tunes of local merchants and industrialists
the religious concerns that characterized
their brethren in eastern Mass.
prospered, including the utopian commu- nature.
nity of the Northampton Association, Northampton was the site of a number
financed numerous Victorian mansions and
picturesque cottages as well as the historic
:. In May 1653, 24 persons petitioned the
General. Court for permission: to "plant,
which combined radical abolitionism of schools and educational institutions,
with a communally -owned and operated Historian George Bancroft established the
commercial blocks in downtown.
Northampton possesses two tine 19th
possess and inhabit Nonotuek." Norihamp-
ton was settled in 1654 on a low rise above
silk mill. Sojourner Truth was, at one time, Round Hill School in 1823, and Smith
a member ,. of that community, which in-. College opened its doors in 1871. Author
century residential neighborhoods, Pom-
the rich meadowlands by the Connecticut
envy Terrace (1850.1885) and Elm Street
(1$60- 1920 ), where Gothic Revival; Itali-
River. Relations between settlers and Na-
live Americans, though initially coopera-
r r r
mate, Second Empire; Queen Anne and
live, became increasingly strained, culml- '
"
Colonial Revival Styles contribute to the
city's diverse architectural heritage;
hating in King Philip's War in 1675, when
Chief met's uprising was put down
Ralph Waldo Entenon and
Northampton. seat of Hampshire County,
. by the Englis -: �
English.
o
was incorporated as a city 1883. It is a
Though'Northampton grew as a trade
,,as Colethought the environs of Northanipton to be the
residential, retail, and educational center.
Manufacturing includes brooms and hushes,
and marketing center in the 18th century,
religious fervor was quickened by,the min -
.
optical instruments, photographic equipmeat,
istry of Jonathan Edwards, whose preach -
r
cutlery, soft tlriiiks, caskets, 'and. printed
materials. Two hospitals located ,herer-are
ing sparked the religious revivals ,of the .
Great Awakening in the 1740's. The Revo-
eluded William Lloyd Garrison and Treder- George Washington Cable Founded the Home
major employers, It is the site of Siniili
College (1871), the Clarke School for the
lutionary War produced heroes like Gen -,
mal Seth Pomeroy. The economic upheav-
ick Douglass among its circle of support - Culture Clubs in 1892, and the Hill Insti=
ers, Other reformers included Sylvester Gra- tote sponsored one of the earliest kinder-
Deaf, and a number of historic homes'..
Settled in 1654 and named for Northamp l
als in the wake of the war moved Daniel
Shays and his followers into open rebel-
ham; diet and 'health food enthusiast and " gartens in Ame ica..The Northam ton taw
invent m or, of the Graha cracker of and abo- School sent? one its students, Franklin
ton, England, it remained main) a`Fatm-
ing center untit'Ihe
on the eve of the Constitutional Con
litionistLydia Maria Child. ' -- - - Pierre; on" to the Presidency. Norlhamp
mid 1800s, when manu-
lion
facturing became importaut,A `
vention. A delegate to the Convention, Caleb
t Nineteenth century Northampton drew ton was also the home of Calvin Cool-
Strong became the state's first senator and
an 11 -term
- visitors like Timothy Dwighl; the Marquis idge; who became President in 1923.
de
This arrrcie tvas'reprinied,#r0m the, vrr - -'�
governor,
In the early 19th century, great hopes
Lafayette, Henry James, Ralph Waldo Northampton's sheets follow; essentially;
EmersomandJenilyLind ,"whoproclaimed . the same paths that were laid:out in'the
tual- valley.iom in conjtinctiott With the
Northampton Historical Society, !'
1
Wehfse,:nous Attention
To usiness N S.
Count on us for everything, needed to get your;meeting off to a
flying start. Comfortable new meeting roams; Updafed communi-
cations services. Catering by'the area's''finestrestaurants. And a
staff with only one ltern on their agenda.:. making your business .
meeting a real pleasure. Next meeting, call us at(413) '586 -0114: ,
You'll be pleasantly surprised at our alt-new Howard. Johnson.'
The only thing we' haven't changed is. our -name.
I
HOWARD JOHNSON.'
AM H E- RST /.HADL'EY"
401 RU3sE1,1, STREET. .- HADLEY, MA 01035 (413)566.01 14
im
WITH SAMNGS'�1P Z'0.50 °�o STbREWIDP ' a
ITS DulNTIELY.WORTH T.
'Over 40;000 square Feet of innovative 61 funcrtoraldesigru for every room 'in
the home or office dll on sale during Danco's Fammu June Sale going on novel
danco:
8CATFFAP0 iNSQrr+- r+�F -rr1 r,�"
' - CONTFMPpRPRY LJ i V ".�(LJ LJLJ LiLU J
Open 7 Dap A Week - Ert 21 off]-9'1 • West Hatfield • '413 247,5691:1800 637 -0238