SECOND-SATURDAYS-AT-THE-HEARD_REVISED.PDF

- “Second Saturdays at the Heard”
1. The proposed program/project and whether it is new or continuing project
The Heard Museum is proposing an ongoing marketplace series offering free educational programming
for the general public. A grant from Fort McDowell would fund “Second Saturday’s at the Heard” (w.t.)
– launching in fall of 2018 and offered monthly during the museum’s peak season. Themed
marketplaces featuring jewelry, basketry, textiles, katsina carving and more would be held as an
educational experience for the public and a revenue generating engine for artists. Held in the Heard’s
historic Central Courtyard, markets will be free to attend and will feature 20-30 selling artists as well as
live music, children’s educational activities and artist demonstrations.
The Heard Museum will benefit from this free program through audience development, extending
educational programming opportunities to the general public and by creating connections that
strengthen collaborative relationships with artists in the community. The new series represents a
significant departure from traditional marketplace models. Often “hosting organizations” take a
percentage of artists’ sales and charge admission for marketplace attendees. This new series turns that
model around: rather than charging artists and the public to participate, “Second Saturdays” will offer
artists modest stipends and free admission for the general public.
Second Saturdays is a new programming initiative for the museum. Although the Heard has a history of
providing a market platform for artists and the public to interact, most notably the Heard’s annual
Indian Fair and Market that hosts over 600 artists, the Second Saturdays series represents more intimate
marketplace setting that will encourage dialogs between artists and the public. The series will offer
visitors a variety of ways to engage with the museum and artists – from learning activities for youth to
live performances, museum-related lectures, and other kinetic programs, all available for free. The
project will has significant impact on artists as well: they will keep 100% of their earnings as opposed to
being required to pay a booth fee or relinquish a percentage of their sales. This project was piloted with
enormous success in January of 2018: nearly 1,000 visitors attended the free event and artists
expressed strong sales.
2. The purpose of the program or project and how it meets one or more of Fort McDowell’s funding
priorities (i.e. education, public safety, health, environment, economic and community
development)
The project satisfies Fort McDowell’s education and community development funding priorities as each
themed marketplace will have feature free programming: artist demonstrations, educational talks,
learning-based activities for children, and additional museum programing that will enhance public
knowledge regarding American Indian artforms. This project also satisfies Fort McDowell’s funding
priority of economic and community development as it provides a platform and educational tools for
local artists to attract new customers, grow their client base, elevate personal brand identities and
expand entrepreneurial learning – all of which benefit individual artists and the art-making community
as a whole.
3. The need that the program or project aims to fulfill, the population targeted and the estimated
number of people who will be served by the grant
This series will provide the general public with myriad opportunities to learn about individual artists,
their cultures, and their art – providing patrons with a deeper knowledge about the variety of artists

working in both traditional and contemporary artistic styles. Second Saturday attendees will learn
though educational components offered at each marketplace, including artist demonstrations, activities
and crafts offered to children and public dialogues related to the artform being presented. And, by
offering free attendance, the project furthers the museum’s goal of promoting public access and
engagement. Based on attendance at a pilot event in January of 2018, the attendance to the 2018-2019
season’s events will exceed 8,000 attendees.
4. The partners in the program or project and other entities providing funding and support (please
indicate whether the organization will be submitting applications to any other tribes)
The Second Saturday artist marketplaces will be enhanced by ongoing programming organized by the
Heard Museum, and through the museum’s many partnerships with local non-profit organizations. The
marketplaces will act as a community hub enhancing activities and opportunities for public engagement.
Partners for past museum events will be asked to participate and new partners are continually being
identified by education and outreach staff. Past partners have included: Xico Inc., Harmony Project
Phoenix, the Cultural Coalition, Phoenix Public Library, and ActOne Foundation. When possible, the
Heard will continue to partner with the Arizona Diamondbacks and the Arizona Cardinals who have
occasionally provided giveaways and facilitated family activities at Heard events throughout the year.
Requests for funding are pending with three entities. An application has been submitted to the Gila
River Indian Community for a 12% Revenue Sharing Grant. A second request was submitted through
Phoenix IDA, an entrepreneurial non-profit organization that draws upon decades of experience and a
proven record of accomplishments to support community and economic development through access to
capital. A third request has been submitted to the Santa Fe Natural Tobacco Company Foundation, an
organization that grants financial assistance to organizations that support preservation, promotion, and
advancement of American Indian culture, specifically through entrepreneurial projects.
5. Timetable for the implementation of the program or project.
Participating artists will be confirmed and marketing efforts will begin 1-2 months prior to each market.
Artists will be invited to participate by museum curatorial and education staff in partnership with the
Heard Museum Shop. Markets and associated programming, held in the Central Courtyard or Steele
Auditorium will take place on a designated Saturdays from 10am to 4pm. Dates for professional
development seminars for artists will be determined with partners, and will be held twice per year.
Marketplace themes are in development and will follow a format as follows (themes subject to change):
October 2018 – Painters and Sculptors Market
November 2018 - Artes Vivas Market
December 2018 - Jewelers Market
January 2019 - Weavers Markey
February 2019 - Pottery Market
March 2019 - Student Art Market
April 2019 – Katsina Market
May 2019 – Basketry Market