Mecca for artists, art lovers proposed for Overton Park's Rust Hall

Memphis College of Art's main building — renowned for its design and location in Overton Park — could become a mecca for artists and art lovers under a reuse proposal that has gained the most traction so far.

The working title is the Memphis Area Creative Collaborative, but the founders hope to find a more memorable name for a place that nurtures artists with "affordable'' studio space, resources and business support and serves the art-loving public with exhibits, programming, community ed courses, a restaurant and micro-retail.

The proposal for the nonprofit organization led by Abby Phillips and Dorothy Collier assumes the private college will close as announced by May 2020 should the Save MCA campaign fall short.

More: Memphis College of Art closing: Many respond with shock and dismay

Phillips heads the Memphis Fashion Design Network, and Collier is a mixed-media artist who also started the Memphis chapter of the Rising Tide Society. That's a group of creative entrepreneurs who meet "in the spirit of community over competition'' to support the business side of their work.

Foot traffic

At stake is the future of Rust Hall, the modern 100,000-square-foot building with its zigzagging roof line and concrete grill-pattern screen. The place, with design by the late architect Roy Harrover, was honored as "Building of the Decade'' for the 1950s by the American Institute of Architects.

But the place is even more prominent for its location. The building is set like a jewel in the heart of Overton Park, surrounded by the greenwsward, golf course, Levitt Shell, Memphis Brooks Museum of Art, Memphis Zoo, Veterans Plaza, a playground, a dog park and a popular running/walking trail.

Which means the building is often surrounded by heavy foot traffic, a characteristic coveted by entrepreneurs and shoppers alike in a city mostly designed for automobiles since World War II.

The Memphis Area Creative Collaborative would take advantage of the potential. Phillips and Collier propose that a third-party vendor operate a restaurant with exterior and interior entrances and also propose "micro-retail.''

Studio spaces as well as a restaurant and small retail would be opened to passers-by, too, Collier said, adding that such exposure is hardly available to Memphis artists.

"Engaging with the community and having buyers come and see where the art is being made and how it's being made,'' Collier said.

"Our plan for the building would be to create a creative resource center that encompasses both local artists and the community to create an accessible area for art enjoyment,'' Phillips said.

Running start

She's had a running start, having partnered the past four years with Memphis College of Art to establish a curriculum for a fashion design program.

"So when we found out about the school closing we came to them and ... had a conversation about what happens to community ed, what happens to the building,'' Phillips said.

"And I think from there grew the idea of this Creative Collaborative as something that can rise from the ashes, so to speak, and be something that alums and staff can be proud of.''

The Creative Collaborative would open the building more to vistors than the college, whose focus is to educate the students and keep them secure.

Who decides?

Memphis College of Art owns Rust Hall. The City of Memphis owns the land beneath it. Overton Park Conservancy manages the park grounds nearby. So who decides who next gets to use Rust Hall?

Phillips and Collier have talked to all three entities.

Neighboring Brooks Museum plans to leave its building, too, and move Downtown. The city is much more involved in determining the next user of the museum building because the city owns that building, City of Memphis Chief Operating Officer Doug McGowen said.

If Memphis College of Art were to work out a transition with the Creative Collaborative before MCA closes, "they would present that to us,'' McGowen said. "We'd have to agree to continue the land lease upon which it sits.''

City officials are not soliciting proposals for Rust Hall. McGowen agreed to receive a briefing from the Creative Collaborative leaders at their request. "Doesn't mean there's not other people with interest,'' he said.

Whatever is proposed for the building, city officials hope that the next organization is sustainable "so there's not a gap in tenancy,'' McGowen said.

'Sacred ground' for art

The primary focus of MCA interim President Laura Hine and her staff remains meeting the school's obligation to the remaining students and helping them to graduate, Hine said.

But when asked about the building's future, Hine said, "I believe ... Rust Hall is sacred ground for the arts. For us, specifically the visual arts. The building was designed and built for art instruction.''

Maker Academy

At Phillips' and Collier's request, MCA has agreed to provide a meeting room for about 20 people in Rust Hall for a two-day "conversation'' about a "Maker Academy'' concept April 17-18.

A Maker Academy would be part of the Creative Collaborative that supports creative entrepreneurs with services like affordable studio space, shared equipment, co-working spaces, discounts, Wi-Fi, mentorships, raw materials, child care, shared sales reps and a social media manager.

"Something like the Maker Academy could be the phoenix that rises from the ashes,'' Hine said.

The college's role in the April meeting will be limited, Hine said, adding she's happy to answer questions like what's Rust Hall's utility bill and what's the enrollment of the community ed courses.

"They have been very diligent in developing a pro forma or business plan,'' she said of the Creative Collaborative. "... Our part of the discussion is pretty limited.''

Office space

Rust Hall is so big that the Creative Collaborative could rent office space to other arts organizations, Phillips said, adding, "We have talked with some that might be interested in having space in the building.''

What about Crosstown Arts?

Just two miles from Rust Hall, Crosstown Arts is setting up a similar operation — providing resources for artists — inside the massive Crosstown Concourse.

But Phillips does not believe the Creative Collaborative would overlap or compete.

"The people we are focusing on are local creative entrepreneurs that are not necessarily fine artists but more of this 'maker' term that's thrown around,'' she said.

"... We feel Crosstown really features more fine artists working with out-of-town residency programming. We're working with creative entrepreneurs starting their businesses and asking how can we help them achieve success in Memphis.''

Money

Asked how the Creative Collaborative would be funded in addition to income sources like rent, Phillips said, "This organization will be a nonprofit. We'll be doing fundraising and donor asks and seeking grants for the organization.''

Passion for the arts

Hine sees Phillips as a "community activist.''

"She's not getting paid to do this. She has a passion for the arts in Memphis. ... She's a smart one, very business-minded. She asks very pointed questions in terms of trying to develop a business plan.

"If you're asking me what her motivation is: She is passionate about Memphis and the arts and has a real respect for sacred spaces.''