Artful Solutions to a Pandemic
Like every other organization, business and individual in the region, the Umpqua Valley Arts Association had to get creative in order to keep its art in front of its patrons.
Story by Jim Hays Photos by Robin Loznak
When COVID-19 hit Douglas County last spring, the Umpqua Valley Arts Association — like so many other local organizations and businesses — quickly started exhibiting symptoms of the virus.
Galleries shuttered or limited to small gatherings; cancelled programs and classes; traditional summer and fall events called off.
Sudden and multiple restrictions virtually crippled one of Douglas County’s most important cultural resources.
State COVID restrictions required shutting down what would have been UVA’s 52nd annual Summer Arts Festival, the organization’s most important fund-raiser. Then, as if COVID’s impact wasn’t harsh enough, the historically horrific wildfires that swept through the region in September made a casualty of UVA’s scheduled “Umpqua Plein Air” celebration of Umpqua Valley landscapes.
At the UVA gallery, too, activities had to be put on hold — for the time being, anyway.
“When the COVID restrictions came down, we immediately closed our doors to the public,” says Sandee McGee, UVA’s gallery director and interim executive director. "We wanted to be sure to do our part in keeping the communitysafe. That said, we also knew the community needed art and art experiences more than ever.”
As in-person events and activities shut down, the UVA team started looking for ways to keep its audience engaged. In other words, they did what people involved in art do —they got creative. And, spurred by necessity, they designed better avenues for artists and audiences to reach one another without putting either at potential risk.
Growth in programming that could make positive differences beyond Covid. Lessons learned.
“We quickly pivoted to virtual online programming. We started a whole new way of working and serving our community.”
The focus was straightforward: If people couldn’t get to the arts and programs, could the arts and programs get to its audience and patrons? If so, how?
With art education and expression integral to UVA’s mission, ideas that were implemented included a plan to get free “art kits” — a starter set of essentials— into the hands of as many local kids as possible. The number distributed started at 100 free kits, then doubled as word got out.
“We had parents lining up for more than an hour,” says Sarah Holborow, UVA community outreach director. “The kits were gone in 15 or 20 minutes.”
The UVA staff, from left to right, Sarah Holborrow, Sandee McGee and Stella Moon, Arts in Education coordinator.
The association also made itself more accessible and interactive on Instagram and Facebook, encouraging local youths to post project photos. A dedicated YouTube channel went up so that art lessons could be conducted online.
“We quickly pivoted to virtual online programming," says McGee. “We started a whole new way of working and serving our community.”
The pivot was tested during a segment of the gallery’s exhibitions of local art, this one featuring Cow Creek youth. State COVID restrictions came down as the gallery was transitioning to the new exhibit. “We had to make a quick decision," McGee says “We decided to go ahead and hang the show even though the community might not see it in person.”
“So then it was ‘How will we get this to the community?’ We partnered with volunteers to do virtual tours of the show. And we have some members who were able to come take photographs.”
The resulting success of the “virtual” show demonstrated that McGee and team were on the right track. But those preferring to see the work up-close were never left out. Once UVA developed COVID-prevention protocols, it began allowing small numbers of visitors into the gallery by appointment.
In addition, UVA ran “Art in the Park” during the summer, an outdoor workshop series featuring local Umpqua Valley artists and makers. The community responded in a big way, Holborow says.
“We sold out five workshops,” she says.“We had never done that before.”
What’s made it all work, says McGee, is the strong, diverse UVA team, the dedication of local artists and the support of a strong membership base.
Plus, she says, “We have art on our side. It’s where people connect with one another and tell their stories. We want to be here for that.”
