Month-long festival highlights Chico art

Community united through culture

By Caitlin Sullivan

The month of October is national arts and humanities month so it is only fitting that October be the month for Chico to hold its annual Artoberfest.

Although many may not realize it, the city of Chico is rich in art and culture. In fact, Chico was named the Number Ten Art Town in America in the book, "100 Best Art Towns in America," written by John Villani.

"Artoberfest began as an experience concept that the Chico Arts Commission wanted to create," said Debra Lucero, executive director of Friends of the Arts, one of the many sponsors of Artoberfest. "[The commission] wanted to provide a snapshot of what's offered in Chico."

There are various arts and cultural activities in Chico that are independent of one another, Lucero said. By creating a guide to all that is offered in the span of one month, people pay more attention.

"There is something to do nearly every night of the week," Lucero said.

Lucero describes Artoberfest as "an umbrella marketing concept." Every artist is in business for themselves as entrepreneurs; Artoberfest provides the opportunity to market in a collaborative way.

The Open Studios Art Tour, which is a self-guided tour put on by the Chico Art Center that allows the public to view the work of artists while having the opportunity to speak with artists about their work and motivation, is the anchor to Artoberfest.

Jana Lawton and her husband Dave Lawton, both artists, have been coordinators of the Studios Tour for the past eight years, organizing and promoting it, while also participating in the tour as artists opening up their own studio for the public, Jana said.

Jana Lawton described Lucero as "the engine in Artoberfest" who makes sure to ask the Lawtons for their input on coordination and advertising. She described the collaboration between Artoberfest and The Open Studios Tour as a "good relationship that is not overwhelming."

October 2007 marked the 18th annual Open Studios Art Tour. What started as an event primarily in Chico, involving about a dozen artists, had over 100 artists this year, with an additional weekend to take place in Oroville.

Though it is difficult to know which factors or methods of advertising are most effective and contribute most to the turnout of the tours, the advertising of Artoberfest plays a significant role, Jana Lawton said.

"I think they really do a good job including everyone that has an event," Lawton said.

Others may disagree, feeling that their business might have been somewhat overlooked. While the 1078 Gallery was included in the events of Artoberfest, being a downtown business, Gallery Director Pat Macias said there was not as much advertising as she would have wanted for their gallery.

Lawton sympathizes with the attempts made by Lucero to include as many as possible.

"There is something to do nearly every night of the week."
-- Debra Lucero

"It is hard to get people to respond," Lawton said. "It can be a go or no go until the very last minute."

Still in its infancy, the third annual Artoberfest was kicked off this year with Chico Palio, which involved a friendly competition of horse racing and pageantry.

"It is a unique, signature art event for a community that likes to do fun and crazy things," Lucero said.

In addition it is an opportunity for face-to-face interaction among artists and the public, Lucero said. Although, this was the second year for Chico Palio, the numbers nearly tripled compared to last year's event, providing a good indication of the increasing success rate of Artoberfest.

"I am beginning to hear the word Artoberfest on the lips of people whom you wouldn't think ever knew about it," Lucero said. "People are beginning to understand."

Overall, there is a higher awareness, Lucero said. Artists have claimed to reach their highest sales ever in the month of October 2007.

"Recognition and appreciation are unfolding; the arts is beginning to blossom," Lucero said.

As of this year, there has yet to be an official closing event designated for Artoberfest but Lucero would like to see one, she said.

"We're still trying to figure this all out; we're getting there."