Art in the High Desert
Enters Second Year

by DANIEL PEARSON
Cascade AE Feature Writer

Two years ago, Art in the High Desert didn’t even exist. The idea for a festival showcasing the work of some of the best artists in the U.S. and Canada was kicked around between members of Central Oregon’s art community, but it was nothing more than a seed of an idea.

This year, as Art in the High Desert enters its second year, the festival, which will have 110 artists from this region and 13 other states, already has become known across the U.S. as one the better places for an artist to gain exposure – it’s listed as one of the top events in the Arts Fair Source Guide, an industry publication noting the biggest and brightest annual festivals around the country – not to mention the attention in brings to Bend.

“This year we had more than 400 artists apply,” said Dave Fox, who sits on the festival’s board of directors. “We had more applicants this year than last. It was hard to narrow the field down to just 110 artists; we don’t like to have to say no to anybody. We’ve been working hard at raising the bar in terms of the quality of art that is present.” In the event’s first year the economy had yet to fall into recession, making it easier for Art in the High Desert organizers to find partners – they prefer to work with businesses and organizations rather than seeking donors. This year, it was a little more difficult raising funds but they managed to put together a $75,000 budget, $15,000 going to marketing the event and another $5,000-or-so will be used to give back to the local organizations in the form of donations.

“This is not a for-profit venture – no one is looking to make any money here,” Fox said. “We simply want to increase Bend’s exposure on the cultural map. We want to be perceived as a festival that helps the overall local economy, the community and other artists.” Having a shoe-string budget meant that Art in the High Desert’s board of directors had to be extremely picky in their choices for media placement when putting together a marketing plan.

They went with Horizon Airlines’ in-flight magazine, Sunset magazine and a publication sent out to members of the Multnomah Athletic Club in Portland, all of which are read by the festival’s primary demographic target – people with an income of $100,000 or more. Oregon Public Broadcasting also ran a piece on Art in the High Desert, helping increasing its exposure, and festival organizers partnered with the Bend’s Old Mill District – the festival itself sets up shop right across the river from the Old Mill – to further increase its outreach efforts.

“A festival like this ends up being a collaborative event,” said Noelle Fredland, marketing director for the Old Mill District. “A lot of people come down to see the artist’s displays and have lunch before or after at one of our restaurants. In doing so they get a better sense of the Old Mill and enjoy the setting we have. Art in the High Desert dovetails nicely with what we offer at the Old Mill District.” One way the Old Mill District and Art in the High Desert work together is what’s known as “Taste of the Old Mill,” where local restaurants operate booths at the festival, offering samples of their menu rather than entire meals.

“That way, people at the event can try food from a couple of different restaurants they may not have eaten at yet, discover what they like, and then hopefully they’ll return later for a full meal,” Fox said. “We learned a lot about how to make this thing better after our inaugural event, and this was just one of the things we learned.” Fredland said what’s most impressive about the group that puts on Art in the High Desert is that they do an incredible job thinking of every detail possible.

“They are a dream for us to work,” she said. “They have a wonderful committee that goes out of its way to respect the Old Mill District property and tenants, and they put out their own personal time and energy marketing to get people to come. The event is something that significantly adds to arts in Central Oregon, and it’s good for whole community.” This year, organizers also changed the setup of the artist’s booths, creating more of a downtown effect with tables on each side of a wide “avenue,” allowing attendees to stroll down the middle and take in the entire festival, which also makes it easier for them to stop and view an art piece that catches their eye. They also will have awnings set up so festival goers can take a break in the shade, and will be offering free water as well. “This started as nothing more than a promise, and over the last two years we’ve learned how to put on a festival that not only the public can enjoy but is also very beneficial to the artists themselves,” Art in the High Desert board member Darrel Buttice said.

The artists have the opportunity to submit their work to a jury, and the jury will select the best in show for four categories – ceramics, jewelry, 2D fiber and painting. Artists also have the option of submitting a $15 fee to learn what the jury saw in their work, and how and why it scored the way it did. Fox said he hopes this approach helps artists relate to the public better in the future, and at other events. “It’s a challenge in how the public views art and how it fits into the quality of people’s lives,” Fox said. “The whole creative element is hard for the public to get its arms around and know how to give support to it. Art is often treated as a luxury item, but if you don’t have art in your community it makes for a really bland place.”

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