Submitted Photo
On the first day of every November, hundreds of men, women and children converge on what looks like a festival transplanted from a small town in Mexico. Bright colors, mariachi music, spicy food, sweet treats, candles and marigolds flowers guide departed souls to their families’ altars for the Day of the Dead (Dia de los Muertos) celebration at the Sonoma Valley Art Museum.
Each Sunday afternoon couples, family groups, clusters of friends and a smattering of visitors wander, at no charge, through the exhibits at the museum. In summer, live music wafts through the corridors of artwork, enhancing the experience.
Normally boisterous children and teens from various Valley schools settle down to concentrate on art projects. They are coached by volunteer mentors – artists and designers – who open the doors for them to a variety of art media. Their creations will be displayed at the annual Art Rewards the Student exhibition at SVMA, co-curated and hung by these students.
The diversity of experiences and programs at the museum is a testament to its mission as a center for the arts that promotes the creation, exhibition, collection and preservation of fine art in all its forms and provides educational opportunities and a gathering place for residents and visitors of all ages.
The seeds of SVMA were planted when local architect Vic Conforti was visiting a Santa Fe museum and learned how it had come into being. “It turned out that four or five people got together in the 1920s and decided that Santa Fe needed an art museum,” said Conforti. “It struck me that a few people could have an idea and turn it into reality. I thought, if they can do it, we could too.”
Conforti returned to Sonoma and at a luncheon with friends in the spring of 1997, he brought up the idea of starting an art museum in Sonoma. In attendance was Charlotte Lamb, who, along with her husband Jim, was passionately interested in the arts and in the community. “Charlotte is a real organizer,” Conforti said. Before long, the group took their idea public. “Talented and experienced people in Sonoma came forward,” said Lamb, “each of whom brought ideas and resources to the expanding concept.”
In 1998, recalls Lamb, a charter membership drive was launched with the help of the Arts Guild, resulting in 220 charter members. The Sonoma Valley Art Museum was formed as a non-profit entity. Both Lamb and Conforti became part of the core committee of people who contributed their time and money to setting up and running the museum. Noted sculptor Jim Callahan joined the group and eventually became the museum’s first president.
“We mounted our first exhibit at the former Franklin Furniture store at 551 Broadway,” said Callahan. “It was a wonderful, energetic outpouring of people and afterward we had nearly 400 members.” Callahan and the museum board realized that “there was a desire in the community for something like this, and by creating the museum, we were responding to that desire.”
In 2000, the museum began scheduled exhibitions, attracting more than 4,000 visitors within the year, while membership topped 660. The SVMA purchased the 551 Broadway building in 2001 and hired Lia Transue, an active volunteer and art director at the Sonoma Community Center, as its first full-time director. Transue, an artist herself, said, “This town is amazing and the people this museum attracts are an extraordinary group. We can tap into a wealth of experience in all realms from the people of Sonoma. No one retires here!”
Transue credits the board of directors for initiating and supporting innovative programs that reach out to the community. “We’ve been able to create and fund highly successful series such as the ‘Art Rewards the Student’ school program and Art History seminars, an evening concert series and Second Sunday Salons — a free music series, free Sundays for the public and an expansion of the incredibly popular ‘Dia de los Muertos’ festivities,” Transue said.
In addition, SVMA has focused on attracting culturally and artistically diverse exhibits, including prestigious shows such as the Rodin studies, Goya’s Los Caprichos and the Pablo Picasso exhibit that will commemorate the 10th anniversary of the museum. The media and the arts community have taken note of the SVMA exhibits, with laudatory comments and support from regional colleagues such as Rene di Rosa, founder of the famed di Rosa Preserve. Media recognition has followed. As Brett Ascarelli, a Metro Silicon Valley contributor, wrote, “The museum … had to start planning for the Goya exhibit two years ago. This will be the show’s sixth stop on its international tour.”
Many of the museum’s original volunteers and organizers continue to be involved, and new members pitch in enthusiastically, helping expand the scope of programs and activities. “The vision was to enhance the lives of the people in Sonoma,” said Callahan. “It’s owned by everybody here and will continue to grow because it is now a true part of the community.”
“Establishing the museum was a way to create a place for people to come together and experience art and ideas,” said Lamb. “The inspiration you get here is something that helps you appreciate your everyday life in new ways. The museum has accomplished this in the short 10 years since it was started and its success is single-handedly attributable to the continued support, involvement and generosity of the community.”
Sonoma Valley Museum of Art
551 Broadway; 707.939.7862; www.svma.org
Wed. – Sun. 11 a.m. – 5 p.m.
Admission: adults $5, families $8;
free on Sundays and for members.
