An almost $7 million gift to Twin Cities arts groups

Eight Twin Cities arts organizations will share $5.3 million in grants from the Wallace Foundation intended to build audiences and spur student participation. In addition, the New York-based foundation will give $1.6 million to Arts Midwest and the Minnesota Community Foundation over four years to create a learning network to be used by all Twin Cities arts organizations.

That $6.9 million total is the largest single-year commitment Wallace has made to local arts groups.

Separately, the foundation announced a $750,000 grant to Minneapolis public schools to strengthen arts education.

"Building audiences for the arts historically has been part of the foundation's mission, going back to Lila Wallace," said foundation president Chistine DeVita. "This allows organizations to test out and develop strategies for bringing people in, and our hope is that in four years they're in a stronger place."

Six of the groups recognized Thursday at the Minneapolis Institute of Arts (MIA) will receive grants of $750,000 over four years. They are MacPhail Center for Music, Minnesota Orchestra, Minnesota Opera, St. Paul Chamber Orchestra, the Ordway Center and the MIA.

Northern Clay Center will get $500,000, and Mixed Blood Theatre won $300,000.

Wallace historically has provided significant funding for Twin Cities arts groups. The Walker has been a recipient in 2006 ($2 million) and 1994 ($1.25 million). Children's Theatre Company, the Guthrie, the Loft Literary Center and Mixed Blood all have received Wallace money.

How the money will be used

MacPhail intends to use the money to target adult students. The organization believes that involving adults will also draw in more children to its individual and group classes. MacPhail enrolls about 7,750 students annually.

The Institute of Arts proposes a three-pronged strategy aimed at younger audiences -- as individuals, as groups and online. Currently, the MIA attracts about 500,000 visitors annually.

Media partnerships with FM 107.1 and KSTP-TV Channel 5, were key to Minnesota Opera's proposal. Among the ideas is to promote opera through on-air talent, hosted parties, ticket offers and radio interviews. The intent is to change perceptions about opera.

Existing programs will be enhanced at the Minnesota Orchestra. The "Inside the Classics" series, hosted by violist Sam Bergman and assistant conductor Sarah Hicks, combines commentary from the stage with performances. In addition, the grant will support the "Crescendo Project," a patron group that intentionally targets younger audiences.

The SPCO, now in its 50th season, will move from a traditional model to grass-roots marketing, including face-to-face and word-of-mouth contacts. Again, the emphasis would be on the 20- to 30-year-old age group.

College students are the target of the Ordway's development plan, which notes that 82 percent of students continue to live in the Twin Cities after graduation. The Center hopes to continue those connections with graduates.

The two smaller organizations are located near the West Bank in Minneapolis. Northern Clay, which holds classes and displays ceramic arts, aims to increase participation among students older than 55, in anticipation of the retiring baby boom. Mixed Blood will use its funding to attract Latinos and people with disabilities through networks and community liaisons.

DeVita said the money for the Minnesota Community Foundation and Arts Midwest allows them to compile information, do research and then "catalyze conversations" about strategies with other groups. Some of the money will be re-granted.

The Wallace Foundation, established by DeWitt and Lila Acheson Wallace, has been a longtime patron in the Twin Cities, particularly at Macalester College, where DeWitt Wallace's father was president in the early 20th century.

This is the third year of the Excellence Awards program. Chicago and Boston were targeted in 2006, Philadelphia and San Francisco last year, and Seattle and the Twin Cities this year.

Graydon Royce • 612-673-7299

HOW THE MONEY WILL BE USED

MACPHAIL CENTER FOR THE ARTS

MacPhail intends to use the money to target adult students. The organization believes that involving adults will also draw in more children to its individual and group classes. MacPhail enrolls about 7,750 students annually.

MINNEAPOLIS INSTITUTE OF ARTS

The MIA proposes a three-pronged strategy aimed at younger audiences -- as individuals, as groups and online. Currently, the MIA attracts about 500,000 visitors annually.

MINNESOTA OPERA

Media partnerships with FM 107.1 and KSTP-TV Channel 5, were key to the Minnesota Opera proposal. Among the ideas is to promote opera through on-air talent, hosted parties, ticket offers and radio interviews. The intent is to change perceptions about opera.

MINNESOTA ORCHESTRA

Existing programs will be enhanced at the Minnesota Orchestra. The "Inside the Classics" series, hosted by violist Sam Bergman and assistant conductor Sarah Hicks, combines commentary from the stage with performances. In addition, the grant will support the "Crescendo Project," a patron group that targets younger audiences.

ST. PAUL CHAMBER ORCHESTRA

The SPCO, now in its 50th season, will move from a traditional model to grass-roots marketing, including face-to-face and word-of-mouth contacts. Again, the emphasis would be on the 20- to 30-year-old age group.

ORDWAY THEATER

College students are the target of the Ordway's development plan, which notes that 82 percent of students continue to live in the Twin Cities after graduation. The Center hopes to continue those connections with graduates.

NORTHERN CLAY CENTER

The two smaller organizations are located near the West Bank in Minneapolis. Northern Clay, which holds classes and displays ceramic arts, aims to increase participation among students over 55, in anticipation of the retiring baby boom.

MIXED BLOOD THEATRE

Mixed Blood will use its funding to attract Latinos and people with disabilities through networks and community liaisons.