3:00pm | Liza Mitchell is everywhere. She’s been involved with the community effort to bring Public Access television back to the City. She helped the fledgling Art Exchange find a temporary home. She’s the founder of Artists As Art, which helps to brand the City’s artists as a source for great work. She’s been involved with the activation of disused retail spaces in Downtown Long Beach, both through the now defunct Phantom Gallery program, and directly through the Downtown Long Beach Associates. With her partnership with Evan Patrick Kelly in Vayden Roi Galleries, they have successfully transformed blight into an energized art scene. She also works with artists and property owners to place local art in local businesses, including the Hotel Maya.
“I started,” said Mitchell, “by placing art in the Bank Lofts and Center Street condo projects in San Pedro when I was the General Manager for the media company there. We did very well working with architects and interior designers, and the art sold with the condos. My first space in Long Beach was the Village Tasting Room, now the Wine Bar.”
On the very night that Liza lost her job in San Pedro she got a message from Liza Simone, founder of Phantom Galleries L.A., asking her to help curate spaces in Downtown Long Beach. During Mitchell’s involvement with that effort, she eventually wound up managing art installations in 10 retail storefronts.
“I learned so much about Long Beach,” confessed Mitchell. “I met local artists, and was honored to be mentored by a woman [Liza Simone] who knew so much about the L.A. art and publicity scene.
“The ‘Television and Fire’ show by Jeff Nisbet and Johnny Balik at 309 Pine was incredible,” recalled Mitchell. “The cavernous space allowed for large 8 x 4 ft paintings to blaze color and abstract black and white contrasts. The show allowed me to combine the vision of two artists into one whole that had a deeper meaning together than apart. It also allowed me to fall in love with Downtown Long Beach.
“I think that the Phantom Gallery program was a great success in many ways. It fostered local curators like me, Evan, Neil France, Efran Luna, and Rosangela Dardon. It brought L.A. artists and attention here, and gave opportunities to regional artists to exhibit here and in LA. It brought life to 3rd street and chased away some of the emptiness of that area. It united us.”
I asked Liza if the Phantom Gallery program produced sales for the artists that participated.
“Not often, but sometimes,” Mitchell said. “I don’t believe Phantom’s goal was ever to sell art. It was to fill empty abandoned spaces with static exhibits. Still, selling has always been a challenge in Long Beach, even before the crash. I sold very well out of the Village Tasting Room but, once the economy tanked, it has been a struggle that we are tirelessly trying to change.
“Long Beach artists are the best in the region, and when a show we’ve curated moves to Costa Mesa or Newport, it sells well. I think we are almost to that ‘tipping point’ of promoting our art and culture to the rest of the world, but only almost. We all need to promote our City at every opportunity, and create a world-wide ‘Buy It Here’ campaign.”
In 2010, Mitchell partnered with Evan Patrick Kelly to form Vayden Roi Galleries, which works with the DLBA and property owners to manage two empty retail spaces in the Downtown area. They connect the community, local artists, musicians, and curators in these ‘alternative’ art spaces. Vayden Roi recently wrapped up a partnership with ‘Robots and Angels,’ curated by Markus Manley, and have an ongoing relationship with Alex Sadnik, who curates a Jazz performance series called Break the Mold.
They also curate art for a number of businesses, including the Kress Market, Studio 111, Hancock University, and Nino’s Italian Restaurant in Bixby Knolls.
“I learned that Evan and I were working for a common goal,” Mitchell said, “of promoting Long Beach, and creating safer communities by bringing life to empty blocks, not just closed doors. We formed Vayden Roi, and Exhibit [A], at 517 Pine, was our first opportunity. We wanted to bring community events and participation.
“We currently are supported by ‘private money’ only. The DLBA is a major supporter. We are also funded by the building owners, architects, real estate brokers, and developers.”
Concurrently, Liza has developed Artists As Art. I asked her about its origins.
“The Artists As Art project is made up of artists who live in Long Beach, and include people of all ages, levels of experience, and mediums. We have videographers, musicians, painters, sculptors, photographers, composers, directors, cartoonists, tattoo artists, and dj’s. They create in Long Beach and show to the world.
“The idea arose from a brainstorming session with Rob Padilla and Alex Slato,” explained Mitchell. “Alex had just been appointed to the ArtExchange, and we wanted to bring together the best of Long Beach artists and unite them as a ‘school.’ We set out to unify the artists, promote Long Beach art and culture, and capture this moment in time through weekly drawing sessions. Robert Garcia was the first brave politician to pose, and he came as Superman. Even Mayor Foster came to pose for us. He wore a suit, but had teased that he might come in his Roman Gladiator costume.
“The Press Telegram Mural project was our largest project. 20 murals were created by 17 artists over 2 days in June of 2010. With support from the Arts Council, We Love Long Beach, Councilman Garcia’s Office, and the Molina Family we created an outdoor gallery depicting what we love about our great home.”
Liza has been a dedicated supporter of the Art Exchange project. I asked her how she became involved.
“I hosted the first public introduction at my Phantom Gallery on 3rd Street,” Mitchell recalled. “That was a great event, and I learned so much about Long Beach and it’s history. Through the RDA, I oversaw the creation of the sign by Artists As Art Co-Founder Rob Padillla, and worked with Alex Slato to brainstorm the artists’ needs and dreams. I came to adore Phil Appleby for his solid belief.
“Because of the economy and the freezing of RDA funds, the project has stalled. A new Board of Directors is floundering about. The project needs to be rethought and restarted, even if it’s as a Phantom-type set up at first. A summer camp is not going to bring in world class artists or sustainability.
“I’d be happy to help through Vayden Roi. [Activating the Acres of Books building would improvie] that area immediately. Until the economy improves, or funds are found, opening the project [with what we have] will ‘Help The Idiots See.’ It’s easier to get funding for something that’s showing progress than for an idea.
“The building is beautiful. It started as a barn when Long Beach was The American City, perhaps in the late 1800’s. If the RDA hadn’t bought out the Acres of Books family they would have been closed due to the collapsed economy. I think it is still a great dream, and close to becoming reality.”
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The subject of Public Access television will be addressed in another article.
For more information about the Vayden Roi Galleries, visit VaydenRoi.com.
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