I'll paste the text of the original announcement from the St Louis Post Dispatch (oddly no longer available in their archives) below.
Here's a more recent follow-up article, and here's a report from the successful grand opening: in 40 previously vacant retail spots, now there are 21 arts tenants up and running, and 25 more set to open. Wow.
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AT THE FLAGGING MALL IN CRESTWOOD...
Plenty of space for the arts Empty shopping areas are transformed in a dream come true for theater groups, artists.
Judith Newmark; POST-DISPATCH THEATER CRITIC
Edition: Third Edition / Section: News / 12-26-2008
CRESTWOOD - Erin Kelley and John Contini, actors who have performed on stages all over town, pace off a carpet in front of the dressing rooms in an empty Man Alive clothing store in a struggling mall.
They're figuring out the dimensions of Avalon Theatre's new stage - a prospect that makes Kelley, the troupe's managing artistic director, choke up with joy. After years of performing in a church basement, Avalon is converting the former shop into a theater at ArtSpace, a section of Crestwood Court that's evolving into a new home for more than 50 arts groups.
Leisa Son, the court's specialty leasing manager, says she knows of nothing like ArtSpace at any other mall in the country. Neither does Jill McGuire, executive director of the Regional Arts Commission. She looks forward to a time early next year when St. Louisans will be able to enjoy a real "New York day" - shopping, a nice meal, a show - in a single place. With lots of parking, no less.
"The arts have been recognized as an impetus for economic development for about 10 years, in places like Washington Avenue downtown," McGuire said. "But ArtSpace is suburban, and it's enormous. It's a very exciting opportunity to integrate arts into the community."
Theater companies, dance troupes and visual artists are among the tenants who will share the space in the shopping center, a South County landmark at Watson and Sappington roads. For years, the mall was known as Crestwood Plaza.
Like many malls, however, Crestwood Plaza has suffered a downturn. Although Macy's and Sears remain, the third anchor, Dillard's, closed its Crestwood store in 2007. Several small shops are gone, too.
In March, the 51-year-old mall was purchased by Chicago-based Centrum Properties and New York-based Angelo, Gordon & Co. They plan to tear down all or most of it. It will be replaced with a modern open-air lifestyle center featuring shops, restaurants and entertainment.
But that's at least two years off, maybe five. What to do in the meantime?
Centrum managing partner Sol Barket, a former St. Louisan, has a long-standing interest in the arts. He suggested turning the Dillard's wing into an art gallery where area painters could display their work.
Running with the idea, Son called Lisette Dennis, RAC's grants and volunteer manager. "I said, 'I have space, lots and lots of space. Do you know any artists who need space?'
"Lisette said, 'Leisa, if this is your idea of a joke, I don't think it's very funny!'"
Things moved fast after that. Last month, RAC sponsored a couple of open houses where arts groups could explore more than 100,000 square feet of empty, but clean and usable, space. Son was astonished by the response.
"I thought we'd get maybe 10 applications," she said. "But about 70 came in immediately, and they are still coming in."
Those that have started to move in include Laumeier Sculpture Park, DaySpring School of the Arts, Jeane Vogel Fine Art, Marble Stage Theatre, the Hangar and the bookstore I Don't Want to Kiss a Llama.
In exchange for the space, the arts groups agree to decorate the shop windows, a convenient way to call attention to their work. They have to pay for utilities, but the rent "is just north of nothing," said Son, in some cases as low as $50 a month.
The former shops may need a little, or a lot, of work. Avalon, one of the first groups to move in, will divide its space into three areas: a lobby, a house with about 100 seats arranged on risers, and a compact arena-style playing area on the floor. Stage lights will hang from the open ceiling; walls will go up on the sides and behind the stage.
In back are the kinds of luxuries that small theaters only dream of: an office, ample work space for building sets and costumes, lots of storage in the loft. There are even fitting rooms where the actors can change into their costumes. Contini, who will direct February's production of "The Subject Was Roses," observed that each actor in the three-character drama will enjoy a private dressing room, like a real star.
"This space allows us to expand," said Avalon producing artistic director Larry Mabrey, who is Kelley's husband. "We can add a fall show, maybe a holiday show. And it gives us a public presence outside of our house."
Each space will be arranged to suit its group's needs. For example, Son expects several dance companies to share one of the big spaces. One painter - who enjoys talking to visitors while he works - plans to turn his space into a studio; another group of artists plans to work elsewhere, but show and sell their paintings in a collective gallery. A fabric artist, a jewelry designer and an organization that recycles industrial materials for school art projects will be ArtSpace neighbors, too.
In time, McGuire hopes some groups will collaborate. Maybe a painter will decorate a stage set, or a dance troupe will perform in one of the theaters.
"Everybody is so busy that we tend to stay in our own little silos," she said. "I am excited about the opportunity here for cross- pollination."
She also sees big potential for arts classes in a mall, where parents can drop children off, then go shopping. "I would have loved that when my kids were little," she sighed. One of the organizations that will offer classes, Laumeier Sculpture Park in nearby Sunset Hills, will expand its educational programs for children and adults once it moves into ArtSpace. Currently it mainly offers classes in warm weather so they can meet outdoors, where there's room.
"We think that ArtSpace will broaden our audience," said Laumeier's communications director, Mike Venso. "Some people come to the park just to walk their dogs, but while they're here they get to enjoy great sculpture. We think the same thing will happen with mall walkers and shoppers.
"This is smart for everybody. It will be good for the arts groups, and it will rekindle the mall space."
Son shares Venso's optimism.
"Anything that entertains my shoppers is great," she said. By the same token, she figures that anyone who goes to an art opening or to see a play or to take a sculpture class is apt to buy at least a cup of coffee. Or maybe a pair of earrings, or a sweater. Or a dishwasher. You never know.
She figures that by February, when everyone has moved in, the buzz will be irresistible.
"You'll feel this whole area come alive," she predicted. "This is a win-win for everybody."
(Copyright (c) 2008 The Post-Dispatch)
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