The United Performing Arts Fund (UPAF) is the nation's largest united performing arts fund in terms of number of donors and dollars raised and the non-profit organization has generated more than $130 million in operating support for local member groups and raised an unprecedented $10,001,386 during its 2001 campaign. This year's goal is $10.1 million.
As you might expect, the woman in charge, executive director Julie Tolan, is passionate about the arts and Milwaukee and, of course, is dedicated to achieving the goal. We talked to Tolan recently about UPAF, the arts, Milwaukee and more.
OMC: I'd like to start with your background.
JT: I grew up in Brookfield where I lived my entire childhood and went to high school at Brookfield Academy. Next I went out east for a little while to college at Holy Cross College, but ended up graduating at the University of Michigan. I did a little study in London after that --studying European Economics for one year -- and then came back and worked at UPAF as a special events coordinator.
I was the Ride for the Arts (now, Miller Lite Ride for the Arts) director and I handled some big events for UPAF, like the annual meeting in 1988. I then went to work for a company called Festival Events which was the festival division of the Ringling Brothers. I was in the field of marketing and realized very quickly that I really loved the relationship development side of fundraising.
Then there was an opening at Marquette University, which was truly a transformational decade for me. I was there for 10 years and had almost every experience in the development office from some annual fund work to regional travel ... the east coast was my region for quite a while and helped as project manager to start the Les Aspin Center for Government. At the same time I was going to Northwestern's Executive Master's program commuting from Washington to Evanston getting my MBA.
Now I'm here. This is my third UPAF campaign in this capacity.
OMC: Can you explain what UPAF is and how it started? I'm always impressed with UPAF's endurance and reach and the number of dollars it is able to raise in a community the size of Milwaukee.
JT: Well, I really do objectively say that UPAF is a phenomenal success. It is a tribute to the community. Thirty-five years ago the civic leaders of the day, who are really the GMC (Greater Milwaukee Committee), made the decision to build the Marcus Center for the Performing Arts. The business leaders of the day felt that they would rather write one donation check, instead of eight to support the performing arts groups. Thus, the idea of a united fund for the arts was born. It focused on the performing arts and raised $650,000 in 1967, which more than met the difference between the groups' expenses and the ticket revenue ... $650,000! Today, that gap is approximately $15 million. Beyond all that UPAF gives the groups, they are all raising that much more for themselves, too.
We have a flourishing performing arts community today, in large part due to the commitment of the people who said 'UPAF will succeed and UPAF will take the lead.'
OMC: How does UPAF compare nationally?
JT: On a national level, UPAF is the largest united arts fund in the country, both in terms of number of donors -- we had 46,000 last year -- and the total dollars. Last year the campaign raised more than $10 million dollars. This year the goal is $10.1 million.
People may rebut these statistics and say 'You know, not every city has united arts funds,' and that's true, but in the cities that do, like Cincinnati, a city we compare ourselves to in many ways, we raise more than a million and a half more dollars than they do and Charlotte, which is a city I think we should strive to be like in many ways -- especially with regard to the growth it has experienced -- raises nearly as much as we do, but again we are larger in terms of total dollars and total donors.
OMC: What about Seattle? Everyone wants to be like Seattle.
JT: Seattle has a united arts fund and raises nowhere near what we do. Very few people might say 'Put Milwaukee at the top of the big cities lists,' but when it comes to the performing arts, we are there.
OMC: How does UPAF work with its member groups?
JT: Some say we're the biggest donors on an annual basis to our member groups. But our donors are their donors. The truth is, we fund between 8 and 26 percent of any member group's operating budget. I will attest to each of them that none of them are entitled, their boards are all working on UPAF's behalf, through the campaign, raising money and doing performances around the community.
We're at a time of opportunity and change for UPAF so we are always looking at a number of different things that maybe we should be doing.
OMC: What changes are you thinking of?
JT: We are in a process of what we're calling phase two of a pretty rigorous planning process. We do have a new mission statement which we won't be rolling out until we finish the process but it has basic strategic imperatives that include growth and advocacy.
OMC: Let's talk about public funding of the arts.
JT: We are always discussing UPAF's role in public funding. The state of Wisconsin has lousy funding, we're below Puerto Rico when it comes to state funding of the arts. So the dichotomy between private sector support here and public sector funding is so vast that it's unhealthy. (The level of public funding) is unhealthy. We need to tell our children why the arts are important and adequate public support is needed for this. I don't believe it should be more than private sector support by any stretch, but more than it is today is really critical. It can't be framed in a partisan manner because it should rise above that. The arts are a basic ingredient in a healthy, vital, growing society.
OMC: Do you feel that message is getting through?
JT: I think it is. I hope so. l try to always be optimistic, since it is fairly easy to demonstrate value. All you have to do is to get somebody to see, for example, one of the Milwaukee Symphony Orchestra's ACE (Arts in Continuing Education) concerts in a classroom with children with their eyes wide open and they're struck with awe by what they're seeing. I'm constantly amazed that people, more often than not, consider the arts as frosting on the cake. I consider it an essential ingredient.
OMC: Let's talk about that essential aspect and how it relates to the campaign.
JT: The community needs to see the arts is a priority. There's more than just one game in town, that's our campaign slogan this year. The real brilliance of it, "There's more than one game in town," is multifaceted. First it does say 'Hey, in a great city, in a major league town, the arts and athletics need to be on an equal playing field in terms of the value they bring to everyone.' You know, whether you go or not, if you're going to be a great city, you've got to have great arts.
Secondly, "There's more than one game in town" says 'We've got more than one performing arts group, we've got more than a handful of performing arts groups, we've got an incredible array of diverse nationally recognized performing arts groups here.' That adds to the flavor, the vitality; it's a major factor in why people choose to live and work here. It's a real issue when it comes down to recruitment and retention; getting the word out and breaking through the misperceptions that the arts are for the elite. That is my driving mantra, it's my driving purpose with UPAF: to really help people understand how important the arts are for everyone.
OMC: Quality of life, right?
JT: Absolutely. For UPAF alone, our 20 member groups have budgets in excess of $40 million. They employ more than 3,000 people per year, and spending associated with their activities is in excess of $120 million annually. Even more important than the dollars is the optimism that comes from the arts. Optimism drives determination and that fuels success for people and a community.
OMC: How can people get involved with UPAF?
JT: UPAF offers a whole menu and a variety of ways that members of the community can get involved. The Miller Lite Ride for the Arts, which is an enormously volunteer intensive event, is one. People can talk up why the arts are important. Sure, there are a lot of important causes out there, but getting the positive word out and being a part of a positive domino effect really helps!
And ultimately, we hope that people will support us with their financial gifts and there's lots of ways to do that. You can either go online at www.upaf.org or you could call the office and make a pledge at (414) 273-UPAF and we're grateful for every gift. When you have 46,000 donors, this campaign was built one gift at a time.Every gift counts.
OMC: What are the best and worst aspects of your job?
JT: The best aspect: the people. The volunteers, the community volunteers, the groups themselves, the staffs and their boards. It's a tribute to Milwaukee. There's no question in my mind that that's the best part. The worst part is maybe more of the challenge, which I talked about before, in conveying or coming up against the idea that the arts are for just the elite. My feeling is that Milwaukee can be a bit risk adverse at times and as a result the arts may suffer a bit. It's a lot better than it used to be -- Milwaukee is going through a transformation too and we can't lighten up on that. As frustrating as it can be, we have to stay the course and just keep moving in a positive direction.
OMC: What are your perspectives on Milwaukee? What has changed, what is changing, what do you love about it?
JT: It is a beautiful city, a remarkably beautiful city, with the architecture and its natural resources with the river and the lake and the development of the river has been impressive. I love that it is as accessible (and) all of the activities, with so many unsung stories and fun and exciting things that happen in any given week. But the frustrating thing is that a lot of times most people don't know that they have it so good. No other city offers the great opportunity to make a big difference like Milwaukee does and few are as inviting a place in that regard as Milwaukee is. The whole renaissance of the downtown and in particular the residential renaissance has been phenomenal and a huge driver in the overall growth we are going through.
OMC: Can you tell us a bit about the Milwaukee Ballet and the importance of the ballet to the community?
JT: There are a number of key community leaders that are very involved with the Ballet, and committed. The leadership that Christine Harris and Simon Dow have provided is phenomenal. Very few organizations could hope to have that kind of partnership. The ability of Christine to put the Ballet on a sound financial footing and to rebuild community relationships ... Simon's vision and audacity, his willingness to push the envelope and really make the Ballet an exciting thing to go to. What they've done is put the organization in a position to continue to succeed. How the community responds, no one can tell right now. The Ballet is fragile since it has no endowment. However, I am convinced that the Milwaukee Ballet will prevail.
OMC: One of our signature questions now. If you could have a drink with one person, why would it be and why?
JT: Katharine Graham (exposed the Watergate scandal and Washington Post publisher). She is a role model of courage and really had the kind of pain and burden that her vast wealth could never solve. Her Pulitzer Prize-winning memoirs, "Personal History," is a beautifully written book.
OMC: Do you have a favorite quote that you like to end with?
JT: "This above all: to thine own self be true". -From Act I, Scene III of "Hamlet."
A life-long and passionate community leader and Milwaukeean, Jeff Sherman is a co-founder of OnMilwaukee.
He grew up in Wauwatosa and graduated from Marquette University, as a Warrior. He holds an MBA from Cardinal Stritch University, and is the founding president of Young Professionals of Milwaukee (YPM)/Fuel Milwaukee.
Early in his career, Sherman was one of youngest members of the Greater Milwaukee Committee, and currently is involved in numerous civic and community groups - including board positions at The Wisconsin Center District, Wisconsin Club and Marcus Center for the Performing Arts. He's honored to have been named to The Business Journal's "30 under 30" and Milwaukee Magazine's "35 under 35" lists.
He owns a condo in Downtown and lives in greater Milwaukee with his wife Stephanie, his son, Jake, and daughter Pierce. He's a political, music, sports and news junkie and thinks, for what it's worth, that all new movies should be released in theaters, on demand, online and on DVD simultaneously.
He also thinks you should read OnMilwaukee each and every day.
