Millennial group working to make Boardwalk Art Festival relevant to younger generations

Town News URL: 

Art has continued to evolve since the beginning of time. From the Renaissance came Leonardo da Vinci’s “Mona Lisa.” The impressionist movement fostered Claude Monet’s “The Water-Lily Pond.” From cubism came Pablo Picasso’s “Guernica.” To that end, new generations keep the arts progressive.

Within the Virginia Museum of Contemporary Art, a team of millennials known as Generation MOCA has been working to make the Boardwalk Art Show relevant to younger generations. This year, the 62nd annual event will be held from June 15 to 18 and will feature artists from around the globe. These artists will display ceramics, digital art, drawing, fiber, glass, graphics/printmaking, jewelry, metalwork, mixed media, painting, photography, sculpture, wood and other forms.

Generation MOCA is a group of about 30 professionals younger than 40 who advocate for the for the mission of the museum, which is “to foster awareness, exploration and understanding of the significant art of our time.” Generation MOCA helps develop programs and reach a younger audience.

“They understand how important culture and art is to our community,” said Jennifer Golden, assistant director of development for Generation MOCA.

At the Boardwalk Art Show, Generation MOCA will host the Craft Beer Garden at 24th Street Park from 7 to 11 p.m. June 16 and from 3 to 11 p.m. June 17. Generation MOCA works with local breweries for beer donations, and all profits will benefit the education exhibitions program.

Similarly, Generation MOCA’s annual fundraising event, ARTini, has become a hit for the museum.

ARTini always has a theme, such as James Bond, Gatsby and antebellum , where art meets mixology, Golden said. This year’s event, in April, was called A Shot in the Dark.

Each year, mixologists from local restaurants and bars create custom martinis and the public votes for its favorite. There is a silent auction with pieces donated by artists from the Boardwalk Art Show. The April event raised $27,000 for the museum, Golden said.

In that vein, Generation MOCA’s Craft Beer Garden is expected to be a significant contribution to the Boardwalk show, said Dot Greene, the museum’s public relations director. Boardwalk is the nonprofit’s biggest fundraiser.

Bridget L. Donovan, bdonovan@email.sc.edu

Posted to: Arts

How to be civil in comments:

 No name-calling, personal insults or threats. No attacks based on race, gender, ethnicity, etc. No writing with your Caps Lock on – it's screaming. Keep on topic and under 1500 characters. No profanity or vulgarity. Stay G- or PG-rated. Read the full rules here.

Daily Deal |  | Promote your business