Founder Story:
Collin Ferguson
Co-Founder & CEO, Where y'Art Works
Tulane ’04, BSM, Marketing Management
Q: What’s the importance of local art in the community?
A: At Where y'Art Works, we believe an investment in local art is an important tool to overall community health. It is an underutilized, global asset; the power of local art.
Since 2016, we have worked side by side with decision makers on nearly 350 projects, acting as a conduit into the creative community here in New Orleans. Over the years, these partners have continued to invest in local art, even through Covid, a time when most of our creatives were out of work. That kind of intentional investment in working with local artists has helped keep New Orleans’ rich culture alive, and we have been able to scale our platform to impact communities around the Gulf South, with plans to continue scaling our platform with an eye on Nashville, markets in Florida and Texas.
Since we began our journey, more than 150 local artists in our network have been impacted by the work we do with commercial projects.
We believe that the idea of community health that extends beyond the design of the building and into the community in which it serves. Thanks to the work we’ve done with these projects, with partners like the Tulane Innovation Institute, millions of dollars have been reinvested into our cultural economy; the double bottom line of doing well and doing good. Success not only lives with these organizations but also serves as a powerful tool for creating culture, building social connections, fostering creativity and innovation, and promoting understanding and empathy among people of different backgrounds, perspectives and spread throughout the community in which they serve. The future of our community depends on this kind of intentional sourcing to support, protect and grow cultural economies.
Metrics:
To date, Where y'Art works has put $3.2 millions back into the Cultural Economy in direct payments to artists, photographers, framers and printers. More than $2.5 million of that has come through the work we have done with commercial projects and partnerships, like the Tulane Innovation Insitute.
Q: How did you find your co-founder?
A: It's a funny story, my co-founder, Cat Todd, and I were both doing creative endeavors at a festival in New Orleans. I was selling my art, and she had designed the poster for the festival. We hit off from the first time we met and ended up selling signed copies of her poster at my booth...and sold out!
A year or so later, Cat was thinking through how to create and curate an online directory and shopping platform of Nola artists...and she said she knew I had to be involved. At that point she didn't even realize that I studied business at Tulane, she just had a hunch. We met for lunch to discuss the idea and haven't looked back since. I truly think having the right cofounder is the most pivotal part of starting Where y'Art Works, and pivoting the platform into what it has become today.
Q: What was your “lightbulb” moment?
A: My lightbulb moment was when we got our first commercial healthcare job and saw what a huge difference it made not only with the artist that was selling their work (a lot of artwork), but also made the design team feel really great about the fact that they could have such a difference by being intentional about sourcing local artwork. I realized, hey, this is really going to work. Whether working with clients in healthcare, hospitality, finance or immersive art experience, that feeling of making a real difference is what drives me each day.
Q: Can you give an example of how Where y’Art Works pivoted or transformed from what your original business plan set out to do?
A: We originally had the concept to only be an online shopping platform, but when we saw that there was such a need for a connection with organizations that care about their community and want to source local art, we realized that online shopping was only a small part of the impact we could have. We knew that we would need to be able to coach artists on how to meet the needs of projects, but that we could really have an impact on artists' lives if we could get them involved with the organizations that are fueling growth in New Orleans.
Q: Art plays a huge part in New Orleans culture; how do you think this will translate to other cities as you expand?
A: Art is huge in New Orleans, but supporting local artists is not specific to New Orleans. Our goal in expansion is to find organizations that believe in the same core value that we do, that supporting local artists plays a huge role in community health.
While we are not going to 'make or break' the art scene in New Orleans, a unique value proposition that we are able to other communities is being that conduit that connects all the pieces of a Cultural Economy that helps shape and create a stronger culture for that city. This requires organizations that care, projects that need art, a community of creatives, and advocates to make those connections, which elevates the sense of place for all.
Q: Where is your favorite place to find artistic inspiration in New Orleans?
A: That is tough because art and culture are so rich everywhere in New Orleans. I will give my top 3 here:
1) Mardi Gras: Not the typical big parades, though. I love the creativity and ingenuity of New Orleanians to make anything into a costume or prop. Parades like Krewe de Vieux, Krewe of Boheme, and Red Beans are wonderful examples of our citizens taking art and costuming to the next level.
2) Masking Indians: This is, in my opinion, the most incredible expression of art. These culture bearers' suits take a year to make, so that on Mardi Gras Day, their new suits can grace the streets. It is one of the most spectacular and spiritual things to witness. The incredible amount of time, dedication, and sacrifice made to create their suits is one of the most awe-inspiring cultural events in the world. I try to never miss Super Sunday (Uptown, Downtown or West Bank Super Sunday's all happen in the Spring).
3) JAMNOLA: We acted as the Cultural Partner to help design this immersive art experience and it is a constant reminder (and homage) to the cultural gems that we love about New Orleans. Here is an inside tip: If you haven't been, better go soon, because we are building a new one that will open Winter 2024, and the current one will close.
Where y'Art Works curated the beautiful art covering Tulane Innovation Institute's office by embracing and amplifying the work of local artists.
