Over the past few decades, arts and entertainment opportunities north of the Golden Gate have seemed continually destined for greater things—with each year comes bigger acts, larger crowds and more national exposure. Sitting on top of the heap for NorthBay biz readers in 2009 is Santa Rosa’s entertainment mega-vessel, the Wells Fargo Center for the Arts. “It’s absolutely incredible,” says executive director Rick Nowlin about winning the award. “There are so many great arts organizations in the North Bay—we’re quite honored.”
Since opening its doors in 1981, the Center has become the place to be for North Bay culture-philes—not to mention those who don’t feel like schlepping to San Francisco every weekend to see big-time acts. But high gas prices and bridge tolls can’t be the entire story, so what is it about the Wells Fargo Center for the Arts that keep patrons filing in each year? “I think it’s a mixture of the eclectic nature of our performances and the ambiance we provide,” says Nowlin. “Take the Ruth Finley Person Theatre—it’s all about feel. With no seat more than 75 feet from the stage, our audience members really feel as if they’re part of the performance.”
This intimacy seems to have transferred to performers as well. “Our performers often talk about how warm, receptive and appreciative the audiences of Sonoma County are and how much they enjoy performing here,” says Nowlin. One needs only look at the Center’s recent stand-up comedy schedule to verify his point—Dana Carvey, Lisa Lampanelli, Kathy Griffin and the late George Carlin have all taped TV specials there, and comedian Lewis Black recorded a CD, “Luther Burbank Performing Arts Center Blues,” at the venue before it changed its name in 2006. “Word has gotten around to agents and performers,” Nowlin offers. “They’re learning that the combination of our feel and our amazing audiences translates to a great end result. And being in Wine Country doesn’t hurt, either.”
Performers and agents have certainly discovered this hidden gem, but what about paying customers? With 2009’s dismal economic climate, you might expect people to buckle down and skip (albeit painfully) their favorite singers, comedians or writers. “We’re pleased that in this difficult economy, our ticket sales have remained fairly strong,” affirms Nowlin. “The biggest challenge we currently face is fund-raising from individuals. Our challenge is to have everyone understand we’re a nonprofit, independent arts center that serves the community”
With the Wells Fargo Center for the Arts’ track record of consistently bigger and better shows, it looks like community support won’t be a problem in the future. “We hope people will come back again and again, and we intend to ensure they’ll do just that by presenting quality programs,” says Nowlin. “In 2009, our arts performances will nearly double, and the quality of acts will continue to improve.” When asked about what—or, more specifically, who—is in store for the future, Nowlin is cheerily guarded. “Stay tuned,” he laughs. “We’re looking to diversify as much as we can. We’re already seen as the premier arts center in the North Bay, but we’re interested in going beyond and pushing the boundaries.”
But seriously, who’s on their way to Santa Rosa? “OK,” Nowlin concedes. “I can say a few—Anthony Bourdain [TV food personality], the Broadway hit ‘Cabaret,’ Sheryl Crow and the Martha Graham Dance Company. The list will just continue to get better. And, as always, members get first crack at the tickets.”
http://wellsfargocenterarts.org
