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Joseph Thompson of Mass MoCA explains the reasoning behind ArtCountry and the partnering on admissions and discounts to encourage visitors to stay in the Berkshires a couple days.

ArtCountry Enters Second Year With Incentives to Keep Visitors Around

By Tammy DanielsiBerkshires Staff
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Robert Wolterstorff, Lisa Dorin, Olivier Meslay, Mandy Greenfield and Joseph Thompson gave overviews of the exhibitions and performances planned at their institutions.
 
WILLIAMSTOWN, Mass. — North County's premier art institutions are doubling down on efforts to keep visitors entranced and entertained — and staying longer.
 
The pillars of "ArtCountry" are partnering on multivenue passes designed to extend their reach and second-day options that offer tourists a chance to linger and contemplate the art. 
 
"The thinking behind that is there's a lot to see," said Joseph Thompson, director of the Massachusetts Museum of Contemporary Art in North Adams on Wednesday morning. "We would like people to slow down and enjoy these exhibitions and this offers a better way to do it."
 
Thompson was referring to the summer programming unveiled by Mass MoCA, the Clark Art Institute, Williamstown Theatre Festival, Williams College Museum of Art and the Bennington (Vt.) Museum at an event in the auditorium of the Clark's Manton Research Center. 
 
The season of art and performance, which includes aspects of Jacob's Pillow Dance Festival of Becket, offers a wide range of cultural attractions ranging from theater world premieres and cabarets, music festivals, insights into the iconic Vermont landscape and people, explorations of polar plunging and surveys of French wrought iron and the women painters of Paris, to a retrospective of the early days of dance in the Berkshires.
 
ArtCountry was launched last year by the four museums and theater festival as a branding mechanism for the region. The institutions in North Adams and Williamstown, and Bennington, Vt., are barely 30 minutes away from each other and accessible on Routes 2 and 7. 
 
Museum officials said last year that the concept of cultural continuity between them lent itself well to marketing. The efforts, including a recent two-page spread in the New York Times, is also being underwritten by hospitality partners the Williams Inn, and the Porches and Tourists in North Adams. 
 
"There's no place within three hours of New York City or three hours from Boston that has this sort of concentration of arts and culture ... there is no other place in this nation," Robert Wolterstorff, director of the Bennington Museum, said. "I would say ArtCountry is working."
 
The museum had a 30 percent surge in attendance two years ago with "Milton Avery's Vermont." While that was prior to ArtCountry's launch, "we sustained that growth attendance last year and I would attribute most of that to ArtCounty," Wolterstorff said. "I think it's working for all five institutions but more I think it's working for the visitors."
 
The $50 Summer Pass gives single-day admission to the Clark, MoCA and Bennington and 20 percent off on a Mainstage ticket and the gift shop at WCMA. The pass is available June 1 first at any of the participants and is good through Labor Day. 
 
Several other multivenue passes are also available for lower amounts for admissions or discounts. Also this summer, the museums will honor second-day visits on single-day tickets. 
 
"One thing is there's just a real, it's almost an embarrassment of programmatic depth in our region, and we want people to be able to use it," Thompson said. "We want people to do it at a pace that's more humane ... everybody is too busy today."
 
Instead of trying to see all of one museum, or worse three or four museums in a day, ArtCountry is offering incentives to pause for a couple days to take it all in. 
 
"We know that converting a single day trip into an overnighter is about six times as much economic impact as a day trip itself," he said.  "It's far more important to get people to spend more time here."
 
The museums "friends and neighbors" — the hotels and motels, restaurants and stores — all do better when a visitor decides to spend a night or two. Thompson said the economics of the region are increasingly being interwoven into the programming and events at the anchor institutions.  
 
"Come to the Berkshires, take your time, spend the night," said Thompson. 
 
This summer: 
 
Clark Art Institute
 
"One of the characteristics that defines ArtCountry is the breadth and diversity of the art experiences that are available here, and this summer, it feels as is the options are more exciting and more interesting than ever," said Olivier Meslay, Felda and Dena Hardymon director of the Clark.
 
The summer kicks off on June 9 with the opening of "Women Artists in Paris, 1850-1900" and "The Art of Iron: Objects from the Musee Le Secq des Tournelles, Rouen, Normandy." The exploration of 19th-century France continues with "A City Transformed: Photographs of Paris, 1850-1900" in the Thaw Gallery.
 
Also presented will be workes of Los Angeles-based media and installation artist Jennifer Steinkamp that will interact with Stone Hill and collaborations with Jacob's Pilow, WTF's Fridays@3 readings and WAM Theatre's premiere of "Pipeline."
 
Williamstown Theatre Festival
 
"This summer, we look forward to creating a season of new productions that engage with the moment we are living," said WTF Artistic Director Mandy Greenfield. "More than ever, theater markers feel the urgency to create meaningful, transportive work that reminds us of the depth and possibility of humanity." 
 
The Tony-award winning theater company will feature three world premiere plays and a world premiere musical. "The Closet" featuring Matthew Broderick, Brooks Ashmanskas and Jessica Hecht kicks of the season, followed by the premiere of "Lempicka," a musical with book and lyrics by Carson Kreitzer and music by Matt Gould. 
 
The Nikos Stage will host "The Sound Inside" by Pulitzer finalist Adam Rapp and featuring Mary-Louise Parker; "Artney Jackson" by James Anthony Tyler; "Seared" by Pulitzer nominee Theresa Rebeck; and finally "Dangerous Houses" by Jen Silverman with Alfie Fuller and Samira Willey.
 
Mass MoCA
 
In addition to the numerous musical performances this summer, including Blondie and Bang on a Can, the museum hosts "Taryn Simon: Assembled Audience & A Cold Hole" that will have an icy gallery where performers will plunge into water through a hole in the floor, all accompanied by recorded claps. 
 
"The Lure of the Dark: Contemporary Painters Conjure the Night" remains on view along with a number of temporary and permanent exhibits. 
 
Williams College Museum of Art
 
"Our extraordinary line-up at WCMA this summer will be equal parts celebratory and challenging, intimate and expansive, brainy and fun," said Lisa Dorin, interim director. "Culture and nature-filled ArtCountry is like nowhere else in the world Linger and enjoy, we look forward to welcoming you."
 
WCMA offers a look at the beginnings of Jacob's Pillow through photography in "Dance We Must: Treasures from Jacob's Pillow, 1906-1940"; "Sam Gilliam in Dialogue" features the artist's pigment on material in "conversation" with other works; "Rawr! A WCMA Bestiary" is gathered from museum's large collection of art and artifacts; Mesoamerican civilizations are represented in "The Seeds of Divinity"; WALLS (Williams Art Loan for Living Spaces) looks at how students reacted to being to bring art into their rooms; and "Ologies" lets visitors experience a whole host of studies.
 
Bennington Museum 
 
"Crash to Creativity: The New Deal in Vermont" looks at the burst of innovation and creation during the Great Depression; "Thinking About Extinction and Other Droll Things: Recent Prints and Drawings by Edward Koren" features recent etchings and lithographs by the  New Yorker cartoonist; and "Enthusiasms: Personal Paintings by Jessica Park" of Williamstown and "Magic and Mystery: Works by Gayleen Aiken and Duane Michals" of color photography and color drawings are on view now.  
 

Tags: artcountry,   cultural economy,   

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Guest Column: Full Steam Ahead: Bringing Back the Northern Tier Passenger Railroad

by Thomas HuckansGuest Column

You only need a glance outside to see a problem all too familiar to Berkshire county: closing businesses, a shrinking population, and a stunning lack of regional investment.

But 70 years ago, this wasn't an issue. On the North Adams-Boston passenger rail line before the '60s, Berkshires residents could easily go to Boston and back in a day, and the region benefited from economic influx. But as cars supplanted trains, the Northern Tier was terminated, and now only freight trains regularly use the line.

We now have a wonderful opportunity to bring back passenger rail: Bill S.2054, sponsored by state Sen. Jo Comerford (D-Hampshire, Franklin, and Worcester), was passed to study the potential for restoring rail from Boston to North Adams. In the final phase of MassDOT's study, the project is acquiring increased support and momentum. The rail's value cannot be understated: it would serve the Berkshire region, the state, and the environment by reducing traffic congestion, fostering economic growth, and cutting carbon emissions. The best part? All of us can take action to push the project forward.

Importantly, the Northern Tier would combat the inequity in infrastructure investment between eastern and western Massachusetts. For decades, the state has poured money into Boston-area projects. Perhaps the most infamous example is the Big Dig, a car infrastructure investment subject to endless delays, problems, and scandals, sucking up $24.3 billion. Considering the economic stagnation in Western Massachusetts, the disparity couldn't come at a worse time: Berkshire County was the only county in Massachusetts to report an overall population loss in the latest census.

The Northern Tier could rectify that imbalance. During the construction phase alone, 4,000 jobs and $2.3 billion of economic output would be created. After that, the existence of passenger rail would encourage Bostonians to live farther outside the city. Overall, this could lead to a population increase and greater investment in communities nearby stops. In addition to reducing carbon emissions, adding rail travel options could help reduce traffic congestion and noise pollution along Route 2 and the MassPike.

The most viable plan would take under three hours from North Adams to Shelburne Falls, Greenfield, Athol, Gardner, Fitchburg, Porter, and North Station, and would cost just under $1.6 billion.

A common critique of the Northern Tier Rail Restoration is its price tag. However, the project would take advantage of the expansion of federal and state funds, namely through $80 billion the Department of Transportation has to allocate to transportation projects. Moreover, compared to similar rail projects (like the $4 billion planned southern Massachusetts East-West line), the Northern Tier would be remarkably cheap.

One advantage? There's no need to lay new tracks. Aside from certain track upgrades, the major construction for the Northern Tier would be stations and crossings, thus its remarkably short construction phase of two to four years. In comparison, the Hartford line, running from Hartford, Conn., to Springfield spans barely 30 miles, yet cost $750 million.

In contrast, the Northern Tier would stretch over 140 miles for just over double the price.

So what can we do? A key obstacle to the Northern Tier passing through MassDOT is its estimated ridership and projected economic and environmental benefits. All of these metrics are undercounted in the most recent study.

Crucially, many drivers don't use the route that MassDOT assumes in its models as the alternative to the rail line, Route 2. due to its congestion and windy roads. In fact, even as far west as Greenfield, navigation services will recommend drivers take I-90, increasing the vehicle miles traveled and the ensuing carbon footprint.

Seeking to capture the discrepancy, a student-led Northern Tier research team from Williams College has developed and distributed a driving survey, which has already shown more than half of Williams students take the interstate to Boston. Taking the survey is an excellent way to contribute, as all data (which is anonymous) will be sent to MassDOT to factor into their benefit-cost analysis. This link takes you to the 60-second survey.

Another way to help is to spread the word. Talk to local family, friends, and community members, raising awareness of the project's benefits for our region. Attend MassDOT online meetings, and send state legislators and local officials a short letter or email letting them know you support the Northern Tier Passenger Rail Project. If you feel especially motivated, the Williams Northern Tier Research team, in collaboration with the Center for Learning in Action (CLiA), would welcome support.

Living far from the powerbrokers in Boston, it's easy to feel powerless to make positive change for our greater community. But with your support, the Northern Tier Rail can become reality, bringing investment back to Berkshire County, making the world greener, and improving the lives of generations of western Massachusetts residents to come.

Thomas Huckans, class of 2026, is a political science and astronomy major at Williams College, originally from Bloomsburg, Pa.

Survey: This survey records driving patterns from Berkshire county to Boston, specifically route and time. It also captures interest in the restoration of the Northern Tier Passenger Rail. Filling out this survey is a massive help for the cause, and all responses are greatly appreciated. Use this link.

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