UNDERGROUND RINGLING

STYLISHLY CASUAL EVENINGS OF MUSIC, ART, AND COMMUNITY DRAW THE YOUNG AND YOUNG AT HEART

Museums across the country, of all stripes and sizes, are wrestling with how to attract and retain younger adult audiences—the next generation of arts supporters and collectors. Surrounded by the abundance of colleges and young professionals in Sarasota and Manatee counties, The Ringling is perfectly positioned to appeal to this particularly dynamic and creative demographic. In this spirit, The Ringling launched a new initiative called Ringling Underground in the fall of 2012. Now in its fourth season, Ringling Underground presents six events over the academic year—September through November, and February through April—on the first Thursday of the month, from 8 to 11 PM.

These events feature an eclectic mix of local and regional live music, work by emerging artists, access to select galleries, and the community coming together to mingle and celebrate the fine and performing arts in the Museum of Art Courtyard.

Affairs at The Ringling. “We work with Sarasota artist Natalya Swanson who cultivates relationships with local galleries and promising young artists to organize the art on display, and with area musician Shannon Fortner who is familiar first-hand with the regional indie-alternative scene to identify terrific bands.”

“Ringling Underground has a relaxed atmosphere in a beautiful and unique setting,” said Berry. “From the early planning stages, we definitely wanted the event to be in the courtyard since it is the heart of the Museum of Art and in direct proximity to the galleries.”

With all of its moving parts to keep a large crowd interested and engaged over three hours, Ringling Underground requires a great deal of logistical coordination between the Events and Education teams, and with outside consultants and vendors. This entails the development of fun and interactive art and educational activities, the booking of bands for three sets of music, and coordinating the delivery of artwork. The Ringling contracts with LJ Productions that creates incredible sound and lighting and provides an MC who makes attendees aware of all the evening’s offerings. In addition, Ringling Underground partners with various local businesses for each event, which provide a range of valuable services that both enhance the event and build community relations.

Since its inception, Ringling Underground has grown exponentially as word has spread about this lively opportunity to experience The Ringling after hours. With the Museum of Art, Circus Museum, Joseph’s Coat Skyspace, and grounds always open on Thursdays until 8 PM, Ringling Underground also builds a loyal audience from those already onsite. Recent Ringling Underground events have attracted over 900 attendees.

“We’re really working to make Ringling Underground a casual, cool, and comfortable atmosphere for visitors of all ages,” said Alyssa Esteban, Public Functions Coordinator at The Ringling. “We also try to involve young adults in the development of the program itself with the aim of increasing their ownership of the event. For example, last year students from Ringling College of Art and Design live-streamed several Ringling Underground events.”

“Ringling Underground is all about original work—music and visual art,” said David Berry, Assistant Director of Academic

“We’re always looking for opportunities to collaborate with establishments and organizations in the area through this event,” said Esteban. “It broadens our reach and broadcasts the message that there is something for everyone at The Ringling.”

And the payoff? Young adult visitorship has steadily increased since the inauguration of Ringling Underground. As Ringling Underground welcomes everyone—families, students, professionals, seniors—each event has represented a winning fusion of people of diverse ages, backgrounds, and experiences—the young and the young at heart.