A large new coworking space will breathe new life into the former Artisphere in Rosslyn this fall.
Coworking firm Spaces expects to open its new Artisphere location in November. The location will feature 22,000 square feet of office space, an event space, an outdoor patio and a gym with showers, we’re told.
Renderings show sleekly-designed communal spaces designed for collaborative work.
“Take your creativity to new levels in uniquely inspired workspace in Rosslyn’s vibrant urban sector,” the Spaces website says. “The Artisphere’s sophisticated modern design cultivates an empowering social atmosphere that fuels innovative thinking.”
In April, Spaces opened a large coworking space in D.C.’s Uline Arena
Geared toward tech businesses, the redeveloped property will have an open layout that is intended to encourage collaboration among workers.
“Co-working is becoming increasingly popular with millennials and those who prefer a more flexible workspace,” Monday Properties president Tim Helmig said in a statement. “1101 Wilson Boulevard, with its diverse services and prime location, is the right home for Spaces and for other cutting edge firms that are looking to optimize and effectively grow their businesses.”
Regus and Monday Properties are working to transform the former Artisphere building over the next year. It wasn’t immediately clear when the co-working space will open.
Arlington County terminated its lease on the Artisphere space last fall. Before the county used the building, it housed the Newseum.
The full press release, after the jump.
The Arlington County Board on Saturday is set to consider the purchase of an “arts truck.” In a staff report, officials said the truck could bring the arts to various locations across the country, partially filling the void left by the closure of the Artisphere in Rosslyn.
“When closing the Artisphere, the County Manager and County Board made a commitment to continue programming for artistic and cultural events, specifically through the use of mobile and periodic programming along major commercial corridors,” says the staff report. “Cultural Affairs staff believes that an Arts Truck that delivers innovative, professionally-curated pop-up style arts events is an excellent mechanism for expanding the reach of arts, entertainment and culture throughout the Arlington community.”
Potential arts truck programming could include:
- “Pop-up visual arts exhibits”
- “Lunchtime mini-concerts”
- “Lounge and learn educational and civic programming”
- “Temporary public art activities”
The truck is expected to cost about $55,000. Another $14,000 is being allocated for one-time costs and “pilot programming.”
Nearly $30,000 of the costs is being provided by donations that were made to Artisphere but never spent. Close to $40,000 is being provided by existing Arlington County arts funds.
“While the Artisphere was in operation, the [Arlington Community Foundation], on behalf of the County, managed a fund dedicated to Artisphere donations,” says the staff report. “Now that the Artisphere has closed, the remaining balance in the fund must be used in a manner consistent with the intent of the fund – to support innovative cultural programming throughout the County. After consulting with both ACF and public stakeholders, Cultural Affairs staff have determined that an Arts Truck providing such cultural programming in the major commercial corridors would broaden the reach of arts in the community and complement existing arts outreach.”
(Updated at 12:40 p.m.) One of the most recognizable features of the former Artisphere cultural center in Rosslyn is not on the chopping block, after all.
On its Nov. 14 meeting agenda, the Arlington County Board is scheduled to consider a site plan amendment for 1101 Wilson Blvd, “relating to the demolition” of the Artisphere dome.
The county terminated its lease on the Artisphere space last month, five years after the center first opened. Previously used by the Newseum, when it was located in Rosslyn, the dome theater may narrow down the kind of tenants property owner Monday Properties can attract.
From a public notice about the site plan amendment:
SP# 89 1101 Wilson Owner, LLC to delete Condition #4 relating to demolition of dome structure on Wilson Boulevard; in C-O zoning district under ACZO §15.5. Property is approximately 60,700 sq. ft.; located at 1101 Wilson Blvd.; and is identified as RPC# 16-039-002; -003; -021. Applicable Policies: GLUP “High” Office-Apartment-Hotel; Rosslyn Sector Plan.
However, county officials now say that the dome is not in danger, at least for now.
From Helen Duong, the Chief Marketing Officer for Arlington’s Dept. of Community Planning, Housing and Development:
This condition currently requires that the Newseum Dome be demolished if the County moves forward with construction of the Loop Road in Rosslyn (the Dome is located partially within what would have been the right of way for the Loop Road). Given adoption of the new Rosslyn Sector Plan this past summer, in which the Loop Road concept was abandoned, there is no longer a need to demolish the dome, and therefore the property owner wants the condition requiring demolition removed. As is my understanding, Monday Properties does not want to demolish the dome, but would like to market the space without the encumbrances required by Cond. #4.
Flickr pool photo by TheBeltWalk
A little more than five years after Artisphere opened, the doors are shutting for good on what was once touted to be Arlington’s cultural crown jewel.
Without any discussion, the County Board unanimously voted to end the county’s lease for the Rosslyn space formerly occupied by Artisphere during its meeting last night. Artisphere, which opened on Oct. 10, 2010, shut is doors in June 2015, following financial problems.
It will cost the county $447,436.24 in payments to break the lease, which will end on Oct, 31. The lease on the property was originally written with an expiration date in April 2023.
Negotiations with landlord Monday Properties resulted in about $100,000 in savings on the lease termination, county staff said. Utilities and maintenance for the space cost the county nearly $1 million per year.
At this time, the county has not calculated the final cost for closing the cultural center, county staff said.
The Artisphere cultural center in Rosslyn closed in June, but on Saturday the County Board is expected to shut the door for good by terminating Artisphere’s lease.
Arlington County leased the 62,000 square foot former Newseum space at 1101 Wilson Blvd in November 2008. It opened Artisphere on Oct. 10, 2010.
Intractable financial losses at Artisphere — contrary to rosy projections made prior to the center’s opening — combined with a lack of local community participation to doom it. An effort to have the Artisphere space used for a tech incubator and conference center apparently fell through, leading to the lease termination recommendation from county staff.
Not helping matters: it costs about $1 million per year to maintain the space, including electricity, heating and air conditioning costs. Building owner Monday Properties, which gave the space to Arlington virtually rent free, will now be free to attempt to find a new tenant.
Under the staff recommendation, the lease will be terminated on Oct. 31. Arlington County will owe the landlord payments totaling $447,436.24 in order to exercise the early lease termination. (The lease was originally slated to end in April 2023.)
Negotiations regarding the early lease termination have cut the county’s total costs by more than $100,000, staff said.
The money will come from $1.3 million in funding already allocated by the County Board for the closing of Artisphere. The total cost of the facility’s shuttering is not yet available.
“Other expenses associated with the closure of the facility are still processing and a final estimate of the total closure costs will not be available until all invoicing is complete and internal accounts are reconciled,” county staff wrote.
The County Board will consider the lease termination at its meeting this coming Saturday.
Arlington, VHC Agree to Land Swap Terms — Arlington County and Virginia Hospital Center have preliminarily agreed to terms on a future land deal that would give the hospital extra room to expand. The deal would swap the county’s Edison Complex, next to the hospital, for hospital-owned property elsewhere and/or cash and other considerations. The County Board will vote on a proposed Letter of Intent on Sept. 24. [Arlington County]
Arlington Teen Mauled by Pit Bull — A 17-year-old was mauled by a pit bull in his home on 8th Street S., police said. The house was reportedly being used as a babysitting service for pit bulls and the boy suffered serious injuries after trying to break up a fight between two of the dogs. [NBC Washington]
Artisphere Still in County Hands — Arlington County and Monday Properties have not yet finalized a lease termination for the former Artisphere space in Rosslyn. While there has been some talk of a tech-related use for the massive, airy space — which costs $1 million per year just for heating, cooling and utilities — it’s as yet unclear what, if anything, will actually replace Artisphere. [DCist]
Arlington Loses Large Potential Tenant — Despite a push from Arlington County and Virginia Gov. Terry McAuliffe, The Advisory Board Co. will be staying in D.C. Local and state officials had hoped to woo the publicly traded company to the vacant 1812 N. Moore Street tower in Rosslyn, but in the end a $60 million incentive package offered by D.C. convinced the company to move to a New York Ave NW address near the convention center. [Washington Business Journal]
Tonight: E.T. Showing at the Planetarium — The Friends of Arlington’s Planetarium will kick off their fall fundraising festival this weekend with a movie screening tonight. E.T. the Extra-Terrestrial will be showing at the planetarium starting at 7 p.m. tonight. Other events are planned for Saturday and Sunday. [Friends of Arlington’s Planetarium]
Fall Festival at Bluemont Park — On Saturday, Bluemont Park will host its free Fall Festival, featuring activities for all ages, including cornhole, bocce, a moon bounce, relay races and face painting. [Facebook]
Flickr pool photo by Erinn Shirley
Today is Donnellan’s last day as the top executive in Arlington County government, before her retirement, which was announced in March.
Deputy County Manager Mark Schwartz will serve as acting county manager while the county continues to conduct a nationwide search for Donnellan’s permanent replacement.
Donnellan sent the following goodbye memo to county staff this afternoon, after spending much of the morning walking around county government headquarters and saying goodbye to staffers in person.
Friends: I could not leave today without thanking you all for your hard work and your many contributions that have helped make Arlington a great community.
How quickly thirty-one-and-a-half years have flown by. It has been an amazing ride. Together, we have accomplished so much. For me, the most satisfying aspect of this job has been the opportunity to come to work each day and interact with such a talented group of people. But all great things must come to an end.
Tomorrow, I start a new chapter, and I’m looking forward to exploring new opportunities. Under Mark Schwartz’s able leadership, I know that you will continue to do great things.
Again, thank you for everything. It has been such a privilege.
All the best,
Also bidding adieu is Artisphere, which is set to permanently close its doors after today.
The staff of the cultural center in Rosslyn sounded a proud, defiant note in a goodbye message sent to its email list this afternoon. That note is below, after the jump.
Artisphere hosted its final performances this past weekend, as it prepares to close for good at the end of the month. Supporters decry the closure as the county government prioritizing penny pinching over the arts. But Artisphere’s financial losses may have been secondary to another problem: lack of community engagement.
The cultural center in Rosslyn spent more than $1 million on marketing over four and a half years, largely targeting D.C. area arts aficionados with newspaper ads. The strategy paid off with sold-out niche concerts and events, but failed to attract the loyalty of many Arlington residents who have a more casual appreciation for the arts.
Instead of the original vision of a hub for local arts groups and a community hangout, complete with a WiFi cafe, Artisphere became more of a regional draw for one-off performances. Some 75 percent of its audience came from outside Arlington and 83 percent of its artists from outside Virginia, according to a 2014 report.
After hastily opening on the novelty date of 10/10/10, before an executive director or a marketing director could even be hired, Artisphere’s finances proved to be a fiasco. Wildly over-optimistic expectations gave way to the realization that the center would only make a quarter of its projected visitor revenue in the first year. That, in turn, sparked community criticism, set off backtracking by policymakers and led to a series of changes that watered down community participation.
It didn’t help that Artisphere’s multitude of performance venues were small and, as officials figured out after opening, couldn’t host simultaneous events due to noise bleed.
The relative lack of participation from taxpaying Arlington residents and artists, in the end, may have been Artisphere’s biggest downfall. When Artisphere hit the chopping block, few residents showed up at County Board meetings to speak in its defense.
“That’s exactly part of the issue,” said retiring Arlington County Manager Barbara Donnellan, in a May interview. “At some levels, it wasn’t reaching our community in such a way that won their support.”
Donnellan and the County Board faced criticism in the local arts world for the decision, with letters to the editor, the chair of the Arlington Commission for the Arts and even a Washington City Paper cover story implying that the Board was naive in closing Artisphere just because it was losing money.
“Artisphere’s closure is symptomatic of a much larger political view of culture in which the arts are important to community building, but funding them is not,” the City Paper wrote. It along with the Washington Post were the beneficiaries of 55 percent of Artisphere’s marketing budget.
But there was more that went into the decision to close than just dollars and cents. Arlington County Board Chair Mary Hynes said Artisphere was “able to create some wonderful shows” after “‘we got some of the right programming people in place,” but “there was a struggle in terms of what type of place [Artisphere] was going to be.”
“Within our Cultural Affairs department there was a real desire to be cutting edge and to fill a niche they perceived in the D.C. arts scene,” Hynes said. “So people on the way up” were booked, but “those are people who who are developing an audience, not those who have an audience.”
There was discussion of hosting “community Saturdays” — with performances from school groups and other community-driven activities — “where we get people familiar with coming here because their kid is performing here.”
“But that didn’t fit with the image of what people thought of as [Artisphere],” Hynes said. “So I do think that audience was pretty constrained in terms of all of Arlington.”
“In the end we collectively didn’t see as much of an opportunity for full community participation here than we see in some other things we do,” Hynes said of the decision to close Artisphere and send about half of its budget back into other arts programming around Arlington. “When a locality is putting its tax money into helping the production of art, we have some obligation to consider how we give as many people in our community as possible the opportunity to consume good art.”
A new art piece will lambast the closure of Artisphere on the venue’s final day of live performance.
Artist Carolina Mayorga can neither confirm nor deny that she will assume the form of the Virgin Mary apparition during a performance titled “Our Lady of the Vanishing Arts.” But Mayorga, who’s dressed as the holy figure before, says there’s a good possibility a divine apparition could materialize at 7 p.m. on Saturday, June 6.
“[The Virgin Mary] is thinking about making an apparition at Artisphere,” Mayorga says, chuckling. “She might appear. She’s thinking about it.”
During the performance piece, which lasts an hour and precedes a musical performance by Stooges Brass Band and Black Masala, Mayorga will perform mock holy rituals and anoint Artisphere attendees.
“I have these cardboard letters that spell the word art,” explains Mayorga. “and I’m going to burn them in a little metal tray, mix that with oil, and use a brush to [paint dollar signs on attendees’ foreheads].”
A live organist will play Catholic mass classics such as “Ave Maria” alongside the performance.
“I call it Ash Saturday,” says Mayorga.
The point of the performance, explains Mayorga, isn’t to belittle religion. Instead, it’s to mourn the loss of a local artistic institution.
“I benefitted from Artisphere for a long time,” she says. “I did an artist in residency with them in 2013. They’ve always been supportive of my work.”
Some of the art from Mayorga’s residency still clings to the gallery’s walls as a permanent installation.
“When you want to do a special performance, you need a venue like Artisphere,” Mayorga says. “It really hurts to lose it.”
Photo courtesy of Artisphere.
In precisely two months, Artisphere will end its five-year run, but it appears to be going out with a bang.
According to Artisphere Director of Marketing and Communications Barry Halvorson, most of Artisphere’s shows this spring have sold out. But then, he said, that’s not altogether a new phenomenon for the almost-five-year-old arts center.
“Over the last three years or so, we have really been hitting our stride,” Halvorson said. “We’re on track to come ahead slightly of last year. We’ve been performing to an average of 75 percent capacity. That’s above industry average.”
Despite the fact that Artisphere has consistently lost money every year of existence, Halvorson it’s been by all accounts a successful arts venture. He challenges the notion that the Artisphere is a $2.2-million-a-year sunk investment.
“You wouldn’t refer to the Kennedy Center as the ‘money-losing Kennedy Center’ when in fact it is the money-losing Kennedy Center,” Halvorson said. “Every arts organization in town is a money-losing venture… It’s almost a minor miracle that we’ve been able to really run it as well as we’ve been running it.”
Acting Artisphere Director Josh Stoltzfus said the venue has been able to achieve that by targeting international musicians and artists, catering to the D.C. area’s global diversity of heritage.
“In a lot of ways, international music has had a very strong track record in this market,” he said. “The larger Metro area, we have people from all over the world that live and work in this area, people either from all those countries or who were stationed there. We’re trying to reflect the community we serve.”
Artisphere has hosted acts like a controversial Ugandan play, Yiddish punk music, an eight-hour endurance performance and more than 100 belly-dancers. Its 62,000-square-foot space has caused sky-high utilities bills, but the unique venue has allowed performance-goers to see art installations before taking in the eclectic, international performers.
“We’ve really tried to become sort of the go-to presenter of international music in this market,” Halvorson said. “We’ve been largely successful in doing that.”
In the final two months, the venue’s remaining staff is not planning a big grand finale, but rather they will continue to put on shows most weeks; Halvorson said May will one of the busiest months they’ve ever had. Next Saturday, they will be screening a “live documentary” called the Measure of All Things in the Dome Theatre.
That documentary will be cued up and narrated on stage by its Academy Award-Nominated Director Sam Green, and will be accompanied by a live band. The documentary will focus on the lives of people in the Guinness Book of World Records, like the world’s tallest man and the world’s longest hair.
“That’s a great example of programs that is sort of representative of what Artisphere presents,” Halvorson said. “It’s difficult to describe and boil down, but that’s what we’re doing.”
Linda Hesh, the artist who installed a piece of art when Artisphere opened, called “Art Every Day” will return for another installation this spring that will take pieces of art tied to the venue and spread them across the community. After that, the doors will lock and the county will decide what comes next for the space.
“While it’s true that they physical building is closing,” Stoltzfus said, “the ideas that Artisphere has put forth in the community will last for the years to come.”
File photo courtesy Artisphere
The Arlington County Board officially canceled the Artisphere project last night, making June 30 the grand finale for Rosslyn’s critically acclaimed but money-losing arts and cultural center.
June 30 is also the deadline the County Board has set for staff to return with a recommendation for next steps for the space, coinciding with the end of Fiscal Year 2015 and the last performances at Artisphere.
Arlington’s lease for the 62,000-square-foot space ends in April 2023, according to Deputy County Manager Carol Mitten, but the County Board could elect to cancel its agreement with owner Monday Properties and hand them back the unique space.
No formal proposals for the center have come forward, but Mitten said the county has had “lots of informal conversations” with outside parties. The cancellation of Artisphere will save taxpayers $2.3 million in FY 2016, and any scheming for the next steps won’t be coming from the county.
“If someone has an idea, they need to translate that into a proposal, because the county isn’t going to come up with a proposal of our own,” Mitten said yesterday. “The desire is that we get out of the business of subsidizing the use of this space… We have this block of one-time money to close out our obligations under the lease, and anything else the county were to do would really involve an outside entity.”
The only public idea to this point has been the vision of MoDev, a software developer conference company, to transform Artisphere into a tech incubator and conference center. MoDev CEO Pete Erickson told ARLnow.com this week that he is putting together a proposal, but he’s not alone.
“I heard that there are four different parties interested in the space, all with a technology center vision, which is awesome,” he said. “It doesn’t mean a deal will get done as the county could then decide to vacate the lease and put it in Monday Properties’ hands. If this happens, this would be bad for Arlington as the benefits of the existing lease would be away and put way more pressure on a new tenant and the building owner than would be necessary.”
According to Rosslyn Business Improvement District President Mary-Claire Burick, a Chinese business delegation recently toured the space and was intrigued. During the visit, Monday Properties representatives expressed a willingness to renovate and transform the space, if necessary, for the next tenant.
And while momentum seems to barreling ahead to transform the space into Arlington’s next major technology center — and potentially Rosslyn’s answer to 1776’s Crystal City investment — Burick said that the location at 1101 Wilson Blvd could return to its roots, when it was the former home of Newseum.
“We’ve had two groups that have been looking at turning it into a museum,” she said in a phone interview this morning. “Because of the grouping of other things in Rosslyn with Arlington Cemetery and the Marine Corps Memorial, we’re really starting to see Rosslyn have more tourism potential, particularly once CEB Tower delivers with its observation deck.”
All parties involved are looking forward to the unique space — with multiple theaters, high ceilings and an outdoor terrace — becoming something that can generate money for the county, rather than lose it. But the County Board’s decision has also left some wondering what the future of arts funding through taxpayer dollars will look like in Arlington.
Mitten said the cultural affairs department is developing a strategic plan that will address just that.
“There’s a belief that there is a clear nexus between our investment in cultural affairs and the arts and economic development,” Mitten said. “The part of the story that’s missing at the moment is how much is enough and in what way is the most effective in order to have it be a real investment and not just an expense.”
(Updated at 1:20 p.m.) The Artisphere cultural center in Rosslyn will close and Arlington’s property tax rate will stay the same under the new Fiscal Year 2016 budget approved unanimously by the Arlington County Board last night.
The $1.16 billion budget will provide Arlington Public Schools with the extra $6.2 million it sought to deal with rising enrollment.
It also will fund a new internal auditor position, a campaign promise of County Board member John Vihstadt.
Other budget highlights include:
- An additional $1.4 million for economic development efforts, including an extra $200,000 for TandemNSI, $200,000 for tourism promotion and an extra $100,000 for the Columbia Pike Revitalization Organization
- Five new sheriff deputy positions
- Salary supplement for the public defender’s office
- Additional jail-based mental health services
- An additional animal control officer for the Animal Welfare League of Arlington
- Funding for Affordable Housing Investment Fund remains steady at $12.5 million
- An additional $1 million for housing grants, for a total of $8.9 in housing grant funding
- The county manager’s proposed cuts to BikeArlington were eliminated. Funding for county bike and pedestrian programs remains at $812,121.
- A merit compentation increase for employees
- Funding restored to the “Live Where You Work” program for county employees
Under the budget, Arlington’s real estate tax rate will stay at $0.996 per $100 in assessed value. However, due to the 4.9 percent rise in residential property assessments and a 1.8 percent increase in the water-sewer rate, the average Arlington homeowners’ tax and fee burden will rise about $281 a year, to a total of $7,567, a 4 percent increase.
“Arlington’s real estate tax rate remains the lowest in the region,” a county press release noted.
County government spending will increase 1.1 percent and Arlington Public Schools spending will increase 4.5 percent compared to the previous fiscal year.
Under the budget, the per-pupil cost of Arlington Public Schools to taxpayers will drop to $18,558 per student from $19,040 per student during FY 2015.
The internal auditor position sought by Vihstadt will require $200,000 of funding. The auditor will be independent, reporting to the County Board as opposed to existing internal auditing programs that report to the County Manager.
“The auditor, and an advisory committee, will report directly to the County Board and will focus on tightening financial oversight and deepening program performance review,” according to the press release.
The Virginia General Assembly passed a bill this year giving the Board the authority to hire an auditor. The only other positions the Board can hire directly are the County Attorney, the County Clerk and the County Manager.
County officials say they were able to balance the budget without a tax increase and find additional funding for schools and other priorities by making budget cuts elsewhere, including Artisphere.
“The Board’s most significant cut was its decision to close Artisphere, a move that will save $2.3 million in net taxpayer support for the County’s critically acclaimed arts and cultural center,” said the press release. “The County has said that the center’s failure to consistently attract a large enough audience and its ongoing need for substantial County funding put too great a burden on strained County finances. The County is redirecting $496,000 of the money saved to fund alternative arts and cultural programming across the County.”
Artisphere is set to close June 30.
Dems Debate in Ballston — The six Democratic candidates for County Board faced off in their first debate last night, before a standing-room only crowd at the NRECA conference center in Ballston. The debate was held by Arlington Young Democrats. Though knowledgable about current issues facing Arlington, candidates were light on specifics about what should be done to address those issues. [InsideNova]
Disruption Corp. Sold to 1776 — Disruption Corp., the Crystal City-based tech investment fund and office space, has been acquired by D.C.-based tech incubator 1776. Terms of the deal were not disclosed. [Washington Post]
Caps Pep Rally at Elementary School — Third grade students at Carlin Springs Elementary School have won a contest to bring a Washington Capitals playoff pep rally to their school today. The rally will start at 12:30 p.m. “There won’t likely be any players, but it will be a great time for all,” a teacher tells ARLnow.com. “The kids will be getting prizes, pictures with Slapshot (the Caps’ mascot) and learning some hockey skills. The Caps are also donating equipment to the school.” [Washington Capitals]
Artisphere ‘Doomed from the Start’ — Artisphere, which is on the budgetary chopping block next week, was “doomed from the start,” according to the artistic director of a theatre company that was booted out of its space at the cultural center two years after it opened. An anonymous Artisphere employee said of the early, over-optimistic attendance and revenue projections: “All of those numbers were so completely false.” [Washington Post]
McAuliffe Signs Special Needs Bill in Arlington — On Tuesday, Gov. Terry McAuliffe came to Arlington to sign the ABLE Act, which will allow individuals with special needs, and their families, to set up tax-exempt accounts that will allow them to save for future living expenses. Virginia is the first state to enact such legislation, which received the blessing of the U.S. Congress in December. [WJLA]
Security of Va. Voting Machines Blasted — The touch screen voting machines now being replaced in Arlington and elsewhere in Virginia were “so easy to hack, it will take your breath away,” according to reports. [Ars Technica, The Guardian]
Flickr pool photo by Alan Kotok
(Updated at 2:25 p.m.) Next Tuesday, the Arlington County Board will vote on a budget that may or may not close Artisphere, the ambitious but money-losing cultural center in Rosslyn.
With the future of Artisphere and the nature of the county’s support for the arts on the line, it’s worth taking a look back at the optimism that surrounded Artisphere’s opening.
County leaders showed off the $6.7 million, 62,000 square foot facility on Oct. 6, 2010, touting it as — in our words — “a centerpiece of the effort to revitalize the workaday Rosslyn business district.”
Indeed, even though it was a county-owned facility, the Rosslyn Business Improvement District provided much of the support for Artisphere’s opening. In a press release about the opening — printed on Rosslyn letterhead — the BID committed $1 million in start-up funds for the facility, and pledged $300,000 annually for the life of the center. That commitment was signified in the form of a giant $7.3 million check presented to then-County Board Chair Jay Fisette at a press event.
Artisphere was designed to be a “new breed of urban arts center,” with four performance venues, three visual art galleries, a 4,000 square foot ballroom, a “WiFi Town Hall,” and its own cafe and bar. Initial programming cut a broad cultural swath, including music and dancing, often with an international flair; conceptual and interactive art exhibits; poetry open mic nights; documentary and art film screenings; the Washington Shakespeare Company; educational events; and even puppetry.
Rosslyn, county and cultural leaders believed that the Artisphere would be a game-changer for the neighborhood, attracting 250,000 visitors a year and generating nearly $800,000 in admission and ticket revenue, in addition to expanding the county’s artistic horizons.
“Artisphere is a new model for American cultural centers… a unique techno-savvy arts space that offers interactive opportunities to participate in the creative experience,” Arlington Cultural Affairs division chief Norma Kaplan said in the 2010 press release. “It will be a venue between work and home where people living and working in the Washington area can engage in the arts, challenge their intellect, or just hang out.”
(Kaplan would leave her post for a job in New Jersey less than a year later, after Artisphere’s visitor revenue projections came in 75 percent below expectations. By the April 2011, fewer than 50,000 people had visited Artisphere.)
Artisphere might have opened on an intriguing date, but in the rush to open on 10/10/10 the county was unable to hire an executive director or find a cafe operator in time for the opening. It would be January 2011 before Jose Ortiz, who previously worked at the Harvard Art Museum, was hired to lead the center as executive director. In April came the opening of Here Cafe + Bar, run by the owners of Guajillo in Rosslyn.