Young Professionals Organizations
Cultural institutions seek more young friends
By Diane Toroian Keaggy
ST. LOUIS POST-DISPATCH
03/27/2007
Too old for the frat house, too cool for society fundraisers, St. Louis' young and fashionable are finding romance, making connections and – oh, yeah – learning something about the arts at St. Louis' cultural institutions.
More and more local museums and theaters are hosting parties, performances and lectures specifically for 20- and 30-somethings. In return, some young friends, as they are called, volunteer or write a check. That's nice, museums say, but not necessary. All they really want is a little attention.
"How do we get this generation invested in what we do?" asked Mike Venso of Laumeier Sculpture Park. "We all are looking for ways to develop that next generation of visitors and leaders and donors. And engaging this young demographic today is one way to do it."
A decade ago, the St. Louis Art Museum was the only major institution with a thriving young professionals group. Today, the St. Louis Zoo, the Repertory Theatre of St. Louis, the Center of Creative Arts, the Black Rep, Opera Theatre St. Louis and the St. Louis Science Center are among the groups that host young friends groups or programming. Last year, Laumeier Sculpture Park, Contemporary Art Museum St. Louis and Shakespeare Festival of St. Louis bonded to create a single young friends organization, ArtLink. And this spring, the Missouri Botanical Garden will introduce its program.
"The explosion benefits us all," said Contemporary Art Museum director Paul Ha at Artlink's one-year anniversary party at Mercury, a downtown hot spot. "It's not about my group or your group, but getting young people involved in the arts in St. Louis."
Social occasions
Anyone – even old folks – can join young friends groups ("We don't card," jokes Contemporary's Jennifer Gaby), but there is a type. Most members, who tend to be single or newly married, are college-educated but not necessarily arty. They make more money and wear better shoes than many of us and know how to pose when a party photographer shoots their picture. Their passion for the arts is genuine, but they also love a good party.
"You could go out every week to these events," said lawyer Scott Galt, 34, a member of multiple groups. "I guess you can call it philanthropy, but meeting a broad mix of people is also a motivator for me. It's a way to get a social fix."
Galt and dozens of young friends recently enjoyed a private tour of the acclaimed Nicholas Nixon photography exhibit at the St. Louis Art Museum. At first, curator Eric Lutz strained to talk over the chit-chat, but soon the room grew silent as he discussed Nixon's intimate portraits. Afterward, members jostled to get a closer look at photographs and to ask Lutz informed questions.
The Art Museum mixes lectures such as these with parties like the upcoming Waking Dreams fundraiser, where guests will be encouraged to wear robes and lingerie. Other hot tickets this spring include the sold-out Trivia Gone Wild at the St. Louis Zoo, a cocktail party with Shakespeare Festival performers, the pre-show reception at the Black Rep and the Studio 54 Party at the Contemporary.
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No longer the only game in town, the Art Museum is staging more elaborate galas with better food and entertainment, Galt said.
"There is more creative energy going into these events," he said. "It may be because of the competition, but they are really ramping up these parties."
For some reason, young friends groups draw a lot of lawyers like Galt. He's not trolling for clients, though he has made some dates.
"I've seen a few exes at these events," said Galt.
Less surprising are the large number of prodigal sons and daughters who join young friends groups after they return from college or that first job away from home. When Kate Pollmann, 30, returned from New York, she checked out events at the Zoo and the Contemporary. She craved the culture she enjoyed in New York, but she also wanted friends.
"It's a way to reconnect and find people who share your interests," said Pollmann at Cyrano's, where members of the St. Louis Repertory Theatre's Rep Set drank wine and grazed on heaping bowls of cold shrimp, bruschetta and cheese before heading to the theater. "It brings a little spice."
Even lifelong St. Louisans find that young friends organizations help them crack St. Louis' notorious cliquishness.
"This is St. Louis. It's where did you go to high school," said Eric DiFate, 30. "But I don't think I'm going to meet new and interesting people getting drunk at some bar."
"High-five to that," said Seth Chertok, 28, who is, believe it or not, a corporate lawyer and a poet. The two met that night, proving DiFate right.
Fees and funds
Young friends organizations are as different as the institutions they serve. Some, like the Rep, charge per event. The hors d'oeuvres extravaganza DiFate attended cost $10.
Others levy a membership fee in addition to event admission. Young Friends membership at the Art Museum starts at $65, Artlink charges $20, and COCA's Young Associates, a board of only 35 or so members, make a $150 commitment. At the Zoo, $60 gets young friends free train rides and drink tickets.
"Really, when you think about it, it's a huge value," said Jeanne Haselhorst, manager of the Zoo's membership programs. "It's important that young friends organizations keep the price points low. You want to make these events as accessible as possible."
Clearly, the Zoo is succeeding. Last year, the Zoo's trivia night and swank Zootini sold out, while Jammin' at the Zoo concerts drew 8,000 spectators. The parties generated $15,000 for conservation programs.
"Most people go to the Zoo when they are young and don't come back until they have kids," said Haselhorst. "These events get people to come now. And really, how neat is it to go to a happy hour when the sea lions are there."
Last year, Art Museum young friends generated $16,000 at two fundraisers. Part of the proceeds went to buy "Tea and Coffee Tower," the fifth work purchased by young friends in 14 years. The stunning silver piece was one of five choices presented by museum curators.
"The vote was really close," said young friends leader Michelle Cohen. "People asked really smart questions of the curators. They took their role seriously."
The Missouri Botanical Garden hopes its young professional program will one day generate a little money and a long-term commitment from its members. But right now, the garden just wants a first date. It has been rejected before, starting young friends initiatives only to see interest wane. But a lot has changed. Young St. Louisans who once considered the garden the purview of affluent grandmothers flocked to the Whitaker Jazz Festival and Chihuly Nights last summer. The garden will host another informational session for potential members from 5:30 to 8 p.m. today.
"We decided, let's strike now while the urgency and interest is there," said Sharon Mertzlufft, who is charged with raising the Garden's profile. "What we didn't want to do is say, 'Here's the chair, here's the co-chair, there's the schedule.' We wanted to listen first to what people wanted."
What she heard was that people wanted lectures on sustainable development and private events at the Japanese Festival.
"We can do both," said Mertzlufft. "You can have great social events and still help change the world."
