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Screenshot of our own SimCity (called, for reasons that made sense at the time, We Are The Champignons) after three hours of game play.

In the nearly quarter-century since designer Will Wright launched the iconic urban planning computer game, SimCity, not only has the world's population become majoritatively urban for the first time in human history, but interest in cities and their design has gone mainstream.

Once a byword for boring, city planning is now a hot topic, claimed by technology companies, economists, so-called "Supermayors," and cultural institutions alike as the key to humanity's future. Indeed, if we are to believe the hype, the city has become our species' greatest triumph.

A shot from photographer Michael Wolf's extraordinary Architecture of Density series, newly available in hardcover.

In March 2013, the first new iteration of SimCity in a decade was launched, amidst a flurry of critical praise mingled with fan disappointment at Electronic Arts' "always-online" digital rights management policy and repeated server failures.

A few weeks before the launch, Venue had the opportunity to play the new SimCity at its Manhattan premiere, during which time we feverishly laid out curving roads and parks, drilled for oil while installing a token wind turbine, and tried to ignore our city's residents'—known as Sims—complaints as their homes burned before we could afford to build a fire station.



We emerged three hours later, blinking and dazed, into the gleaming white and purple lights of Times Square, and were immediately struck by the abstractions required to translate such a complex, dynamic environment into a coherent game structure, and the assumptions and values embedded in that translation.

Fortunately, the game's lead designer, Stone Librande, was happy to talk with us further about his research and decision-making process, as well as some of the ways in which real-world players have already surprised him. We spoke to him both in person and by telephone, and our conversation appears below.

• • •



Nicola Twilley: I thought I’d start by asking what sorts of sources you used to get ideas for SimCity, whether it be reading books, interviewing urban experts, or visiting different cities?

Stone Librande: From working on SimCity games in the past, we already have a library here with a lot of city planning books. Those were really good as a reference, but I found, personally, that the thing I was most attracted to was using Google Earth and Google Street View to go anywhere in the world and look down on real cities. I found it to be an extremely powerful way to understand the differences between cities and small towns in different regions.

Google has a tool in there that you can use to measure out how big things are. When I first started out, I used that a lot to investigate different cities. I’d bring up San Francisco and measure the parks and the streets, and then I’d go to my home town and measure it, to figure out how it differed and so on. My inspiration wasn’t really drawn from urban planning books; it was more from deconstructing the existing world.

Then I also really got into Netflix streaming documentaries. There is just so much good stuff there, and Netflix is good at suggesting things. That opened up a whole series of documentaries that I would watch almost every night after dinner. There were videos on water problems, oil problems, the food industry, manufacturing, sewage systems, and on and on—all sorts of things. Those covered a lot of different territory and were really enlightening to me.



Geoff Manaugh: While you were making those measurements of different real-world cities, did you discover any surprising patterns or spatial relationships?

Librande: Yes, definitely. I think the biggest one was the parking lots. When I started measuring out our local grocery store, which I don’t think of as being that big, I was blown away by how much more space was parking lot rather than actual store. That was kind of a problem, because we were originally just going to model real cities, but we quickly realized there were way too many parking lots in the real world and that our game was going to be really boring if it was proportional in terms of parking lots.

Manaugh: You would be making SimParkingLot, rather than SimCity.

Librande: [laughs] Exactly. So what we do in the game is that we just imagine they are underground. We do have parking lots in the game, and we do try to scale them—so, if you have a little grocery store, we’ll put six or seven parking spots on the side, and, if you have a big convention center or a big pro stadium, they’ll have what seem like really big lots—but they’re nowhere near what a real grocery store or pro stadium would have. We had to do the best we could do and still make the game look attractive.


Using the zoning tool for the city designed by We Are the Champignons.

Twilley: I’d love to hear more about the design process and how you went about testing different iterations. Did you storyboard narratives for possible cities and urban forms that you might want to include in the game?

Librande: The way the game is set up, it’s kind of infinite. What I mean by that is that you could play it so many different ways that it’s basically impossible to storyboard or have a defined set of narratives for how the player will play it.


Stone Librande's storyboards for "Green City" and "Mining City" at the start of play.

Instead, what I did was that I came up with two extreme cases—around the office we call them “Berkeley” and “Pittsburgh,” or “Green City” and “Dirty City.” We said, if you are the kind of player who wants to make utopia—a city with wind power, solar power, lots of education and culture, and everything’s beautiful and green and low density—then this would be the path you would take in our game.

But then we made a parallel path for a really greedy player who just wants to make as much money as possible, and is just exploiting or even torturing their Sims. In that scenario, you’re not educating them; you’re just using them as slave labor to make money for your city. You put coal power plants in, you put dumps everywhere, and you don’t care about their health.


Stone Librande's storyboard for "Green City" at mid-game.

I made a series of panels, showing those two cities from beginning to late stage, where everything falls apart. Then, later on, when we got to multiplayer, I joined those two diagrams together and said, “If both of these cities start working together, then they can actually solve each other’s problems.”

The idea was to set them up like bookends—these are the extremes of our game. A real player will do a thousand things that fall somewhere in between those extremes and create all sorts of weird combinations. We can’t predict all of that.

Basically, we figured that if we set the bookends, then we would at least understand the boundaries of what kind of art we need to build, and what kind of game play experiences we need to design for.


Stone Librande's storyboard for "Mining City" at mid-game.

Twilley: In going through that process, did you discover things that you needed to change to make game play more gripping for either the dirty city or the clean city?

Librande: It was pretty straightforward to look at Pittsburgh, the dirty city, and understand why it was going to fail, but you have to try to understand why the clean one might fail, as well. If you have one city—one path—that always fails, and one that always succeeds, in a video game, that’s really bad design. Each path has to have its own unique problems.

What happened was that we just started to look at the two diagrams side-by-side, and we knew all the systems we wanted to support in our game—things like power, utilities, wealth levels, population numbers, and all that kind of stuff—and we basically divided them up.

We literally said: “Let’s put all of this on this side over in Pittsburgh and the rest of it over onto Berkeley.” That’s why, at the very end, when they join together, they are able to solve each other’s problems because, between the two of them, they have all the problems but they also have all the answers.


Stone Librande's storyboard for the "Green City" and "Mining City" end-game symbiosis.

Twilley: One thing that struck me, after playing, was that you do incorporate a lot of different and complex systems in the game, both physical ones like water, and more abstract ones, like the economy. But—and this seems particularly surprising, given that one of your bookend cities was nicknamed Berkeley—the food system doesn’t come into the game at all. Why not?

Librande: Food isn’t in the game, but it’s not that we didn’t think about it—it just became a scoping issue. The early design actually did call for agriculture and food systems, but, as part of the natural process of creating a video game, or any situation where you have deadlines and budgets that you have to meet, we had to make the decision that it was going to be one of the things that the Sims take care of on their own, and that the Mayor—that is, the player—has nothing to do with it.

I watched some amazing food system documentaries, though, so it was really kind of sad to not include any of that in the game.


Data layer showing ore deposits.


Data layer showing happiness levels. In SimCity, happiness is increased by wealth, good road connections, and public safety, and decreased by traffic jams and pollution.

Manaugh: Now that the game is out in the world, and because of the central, online hosting of all the games being played right now, I have to imagine that you are building up an incredible archive of all the decisions that different players have made and all the different kind of cities that people have built. I’m curious as to what you might be able to make or do with that kind of information. Are you mining it to see what kinds of mistakes people routinely make, or what sorts of urban forms are most popular? If so, is the audience for that information only in-house, for developing future versions of SimCity, or could you imagine sharing it with urban planners or real-life Mayors to offer an insight into popular urbanism?

Librande: It’s an interesting question. It’s hard to answer easily, though, because there are so many different ways players can play the game. The game was designed to cover as many different play patterns as we could think of, because our goal was to try to entertain as many of the different player demographics as we could.

So, there are what we call “hardcore players.” Primarily, they want to compete, so we give them leader boards and we give them incentives to show they are “better” than somebody else. We might say: “There’s a competition to have the most people in your city.” And they are just going to do whatever it takes to cram as many people into a city as possible, to show that they can win. Or there might be a competition to get the most rich people in your city, which requires a different strategy than just having the most people. It’s hard to keep rich people in a city.

Each of those leader boards, and each of those challenges, will start to skew those hardcore people to play in different ways. We are putting the carrot out there and saying: “Hey, play this way and see how well you can do.” So, in that case, we are kind of tainting the data, because we are giving them a particular direction to go in and a particular goal.

On the other end of the spectrum, there are the “creative players” who are not trying to win—they are trying to tell a story. They are just trying to create something beautiful. For instance, when my wife plays, she wants lots of schools and parks and she’s not at all concerned with trying to make the most money or have the most people. She just wants to build that idealized little town that she thinks would be the perfect place to live.


A regional view of a SimCity game, showing different cities and their painfully small footprints.

So, getting back to your question, because player types cover such a big spectrum, it’s really hard for us to look at the raw data and pull out things like: “This is the kind of place that people want to live in.” That said, we do have a lot of data and we can look at it and see things, like how many people put down a park and how many people put in a tram system. We can measure those things in the aggregate, but I don’t think they would say much about real city planning.

Twilley: Building on that idea of different sorts of players and ways of playing, are there a variety of ways of “winning” at SimCity? Have you personally built cities that you would define as particularly successful within the game, and, if so, what made them “winners”?

Librande: For sure, there is no way to win at SimCity other then what you decide to put into the game. If you come in with a certain goal in mind—perhaps, say, that you want a high approval rating and everyone should be happy all the time— then you would play very differently than if you went in wanting to make a million dollars or have a city with a million people in it.

As far as my personal city planning goes, it has varied. I’ve played the game so much, because early on I just had to play every system at least once to understand it. I tried to build a power city, a casino city, a mining city—I tried to build one of everything.

Now that I’m done with that phase, and I’m just playing for fun at home, I’ve learned that I enjoy mid-density cities much more then high-density cities. To me, high-density cities are just a nightmare to run and operate. I don’t want to be the mayor of New York; I want to be the mayor of a small town. The job is a lot easier!

Basically, I build in such a way as to not make skyscrapers. At the most, I might have just one or two because they look cool—but that’s it.


Screenshot from SimCity 4.

Manaugh: I’m curious how you dealt with previous versions of SimCity, and whether there was any anxiety about following that legacy or changing things. What are the major innovations or changes in this version of the game, and what kinds of things did you think were too iconic to get rid of?

Librande: First of all, when we started the project, and there were just a few people on the team, we all agreed that we didn’t want this game to be called SimCity 5. We just wanted to call it SimCity, because if we had a 5 on the box, everybody would think it had to be SimCity 4 with more stuff thrown in. That had the potential to be quite alienating, because SimCity 4 was already too complicated for a lot of people. That was the feedback we had gotten.

Once we made that title decision, it was very liberating—we felt like, “OK, now we can reimagine what the brand might be and how cities are built, almost from scratch.”

Technically, the big difference is the “GlassBox” engine that we have, in which all the agents promote a bottom-up simulation. All the previous SimCity games were literally built on spreadsheets where you would type a number into a grid cell, and then it propagated out into adjacent grid cells, and the whole city was a formula.

SimCity 4 was literally prototyped in Excel. There were no graphics—it was just a bunch of numbers—but you could type a code that represented a particular type of building and the formulae built into the spreadsheet would then decide how much power it had and how many people would work there. It just statically calculated the city as if it were a bunch of snapshots.


A fire breaks out in the city designed by We Are The Champignons.

Because our SimCity—the new SimCity—is really about getting these agents to move around, it’s much more about flows. Things have to be in motion. I can’t look at anybody’s city as a screenshot and tell you what’s going on; I have to see it live and moving before I can fully understand if your roads are OK, if your power is flowing, if your water is flowing, if your sewage is getting dumped out, if your garbage is getting picked up, and so on. All that stuff depends on trucks actually getting to the garbage cans, for example, and there’s no way to tell that through a snapshot.


Sims queue for the bus at dawn.

Once we made that decision—to go with an agent-driven simulation and make it work from the bottom up—then all the design has to work around that. The largest part of the design work was to say: “Now that we know agents are going to run this, how do schools work with those agents? How do fire and police systems work with these agents? How do time systems work?” All the previous editions of SimCity never had to deal with that question—they could just make a little table of crimes per capita and run those equations.

Manaugh: When you turned things over to the agents, did that have any kind of spatial effect on game play that you weren’t expecting?

Librande: It had an effect, but it was one that we were expecting. Because everything has to be in motion, we had to have good calculations about how distance and time are tied together. We had to do a lot of measurements about how long it would really take for one guy to walk from one side of the city to the other, in real time, and then what that should be in game time—including how fast the cars needed to move in relationship to the people walking in order to make it look right, compared to how fast would they really be moving, both in game time and real time. We had all these issues where the cars would be moving at eighty miles an hour in real time, but they looked really slow in the game, or where the people were walking way, way too fast, but actually they were only walking at two miles an hour.

We knew this would happen, but we just had to tweak the real-life metrics so that the motion and flow look real in the game. We worked with the animators, and followed our intuition, and tried to mimic the motion and flow of crowds.


We Are The Champignons' industrial zone, carefully positioned downwind of the residential areas.

In the end, it’s not one hundred percent based on real-life metrics; it just has to look like real life, and that’s true throughout the game. For example, if we made the airport runways actual size, they would cover up the entire city. Those are the kinds of things where we just had to make a compromise and hope that it looked good.

Twilley: Actually, one of the questions we wanted to ask was about time in the game. I found it quite intriguing that there are different speeds that you can choose to play at, but then there’s also a distinct sense of the phases of building a city and how many days and nights have to pass for certain changes to occur. Did you do any research into how fast cities change and even how the pace of city life is different in different places?

Librande: We found an amazing article about walking speeds in different cities. That was something I found really interesting. In cities like New York, people walk faster, and in medium-sized or small towns, they walk a lot slower. At one point, we had Sims walking faster as the city gets bigger, but we didn’t take it that far in the final version.



I know what you are talking about, though: in the game, bigger cities feel a lot busier and faster moving. But there’s nothing really built into the game to do that; it’s just the cumulative effect of more moving parts, I guess. In kind of a counter-intuitive way, when you start getting big traffic jams, it feels like a bigger, busier city even though nothing is moving—it’s just to do with the way we imagine rush-hour gridlock as being a characteristic of a really big city.

The fact that there’s even a real rush hour shows how important timing is for an agent-based game. We spent a lot of time trying to make the game clock tick, to pull you forward into the experience. In previous SimCities, the day/night cycle was just a graphical effect—you could actually turn it off if you didn’t like it, and it had no effect on the simulation. In our game, there is a rush hour in the morning and one at night, there are school hours, and there are shopping hours. Factories are open twenty-four hours a day, but stores close down at night, so different agents are all working on different schedules.



The result is that you end up getting really interesting cycles—these flows of Sims build up at certain times and then the buses and streets are empty and then they build back up again. There’s something really hypnotic about that when you play the game. I find myself not doing anything but just watching in this mesmerized state—almost hypnotized—where I just want to watch people drive and move around in these flows. At that point, you’re not looking at any one person; you’re looking at the aggregate of them all. It’s like watching waves flow back and forth like on a beach.

For me, that’s one of the most compelling aspects of our game. The timing just pulls you forward. We hear this all the time—people will say, “I sat down to play, and three hours had passed, and I thought, wait, how did that happen?” Part of that is the flow that comes from focusing, but another part of it is the success of our game in pulling you into its time frame and away from the real-world time frame of your desk.



Twilley: Has anything about the way people play or respond to the game surprised you? Is there anything that you already want to change?

Librande: One thing that amazed me is that, even with the issues at the launch, we had the equivalent of nine hundred man-years put into SimCity in less than a week.

Most of the stuff that people are doing, we had hoped or predicted would happen. For example, I anticipated a lot of the story-telling and a lot of the creativity—people making movies in the cities, and so on—and we’re already seeing that. YouTube is already filled with how-to videos and people putting up all these filters, like film noir cities, and it’s just really beautiful.


Screen shot from SimCity player Calvin Chan's film noir montage of his city at night.

The thing I didn’t predict was that, in the first week, two StarCraft players—that’s a very fast-paced space action game, in case you’re not familiar with it, and it’s fairly common for hardcore players to stream their StarCraft battles out to a big audience—decided to have a live-streamed SimCity battle against each other. They were in a race to be the first to a population of 100,000; they live-streamed their game; and there were twenty thousand people in the chat room, cheering them on and typing in advice—things like “No, don’t build there!” and “ What are you doing—why are you putting down street cars?” and “Come on, dude, turn your oil up!” It was like that, nonstop, for three hours. It was like a spectator sport, with twenty thousand people cheering their favorite on, and, basically, backseat city planning. That really took me by surprise.

I’m not sure where we are going to go with that, though, because we’re not really an eSport, but it seems like the game has the ability to pull that out of people. I started to try to analyze what’s going on there, and it seems that if you watch people play StarCraft and you don’t know a lot about it, your response is going to be something like, “I don’t know what I’m looking at; I don’t know if I should be cheering now; and I don’t know if what I just saw was exciting or not.”

But, if you watch someone build a city, you just know. I mean, I don’t have to teach you that putting a garbage dump next to people’s houses is going to piss them off or that you need to dump sewage somewhere. I think the reason that the audience got so into it is that everyone intuitively knows the rules of the game when it comes to cities.
Dennis Scholl is a former accountant and sometime casino card-counter turned Emmy-award winning documentary producer, as well as a boutique winemaker who now distils artisanal mescal in Oaxaca. He is also currently Vice President of Arts for the Knight Foundation, where his initiatives include “Random Acts of Culture,” a program that surprises passers-by with pop-up opera and ballet performances in unexpected spaces.



As someone who went to his first museum at the age of 22 and became an art collector six months later, Scholl is passionate about the ways in which arts and culture enrich our lives and communities, but he is equally committed to inserting them into the fabric of cities—bringing the arts to people where they are, rather than requiring people to come to arts.

His focus on the value of shared, transformative cultural experiences fits with the Knight Foundation’s own research findings on the most important reasons why people become attached to a particular city, in which social opportunities, aesthetics, and a sense of openness and inclusivity frequently rank above jobs, demographics, or amenities.

Venue caught up with Scholl at the end of the 2012 Aspen Ideas Festival to talk about the art world equivalent of farm shares and veg boxes, the hits, misses, and future of the “Random Acts of Culture” program, and the importance of field trips. The edited transcript of our conversation is below.

• • •




Nicola Twilley: You’re were invited here to the Aspen Ideas Festival to speak on a panel called “Making Cities Sing.” What does a singing city look—or, I suppose I should say, sound—like for you?

Dennis Scholl: I was joined on the panel by Rocco Landesman, the chairman for the National Endowment for the Arts, and Darren Walker, who is the head of culture for Ford Foundation. The moderator was Richard Florida, who wrote The Rise of the Creative Class, and the question that he put to us is, “How do you make a city sing?” Not sing in the literal sense, but rather, “How do you make a city have a kind of vibration where it’s in harmony and people are feeling good about it?”

Of course, all the panelists come from a cultural background, so we spent a lot of time talking about what we’ve each done in culture to try to create that particular environment in a city—to try to create engagement amongst citizens in communities.

For my part, I talked about one of the programs I started at the Knight Foundation, called “Random Acts of Culture.” “Random Acts of Culture” takes opera singers and puts them in the farmers’ market. It takes ballet dancers and puts them in the airport. And sometimes we take a 650-member choir and put them in Macy’s in the Wanamaker Building with a 20,000-pipe organ and get them to perform the “Hallelujah” chorus.



It’s all spontaneous to the public. It’s obviously very thought-through in terms of our behind-the-scenes organization, but the idea is to have a surprise performance in a very surprising place. Our goal is to reconnect people to the classics—so in one sense, we’re quite traditional. The performers are all professional artists and we pay every artist for every performance. But we feel that the model of an 8pm start at the Symphony Hall on a Saturday, where you either come or you don’t, just doesn’t fit today’s lifestyle that well. People’s attention spans, their free time, and their constant digital engagement all make our lives so much more fragmented.

So we decided to try to take the symphony out of the symphony hall and put it into the streets—and the response has been incredible. We have well over ten million YouTube views for the “Random Acts of Culture” that we’ve filmed so far. There have been many, many copycats, which we love, and if you include the YouTube views for those, the total is well over fifty million online views of spontaneous cultural, classical performances in very interesting places. Now we’re turning it into a documentary, too—I was actually up very late last night looking at a rough cut of a film we’re making about the program.

Twilley: How did “Random Acts of Culture” originally come about?

Scholl: Somebody sent me a video from Valencia, Spain. I clicked on it, and it was in one of those big, open marketplaces. There was a guy selling a piece of ham to somebody. I was very close to clicking it off. But, suddenly, he bursts out into song, singing opera. So I keep watching. Then he steps out from behind the counter, and across the counter from him is a woman selling something—coffee beans, I think. She begins to sing, and she comes out from behind her counter. They’re doing this beautiful duet and a crowd begins to gather. Suddenly more people step out of the crowd and begin to sing. And it goes on and on and on, and at the end of it, the crowd goes wild, people are bawling—crying is a very common occurrence when it comes to “Random Acts of Culture,” in person or on the web. At the very end, holds up a sign, in Spanish, that says, “So you think you don’t like opera, huh?”



I was just so taken by it. I wondered what would happen if we did it over and over and over again with lots and lots of disciplines in very unique places. We did one in Miami, where Knight is based, and the audience response was immediate and electric. So we went to our Knight Foundation Board of Trustees and told them that we’d like to do one thousand “Random Acts of Culture.” Now, that was a mistake, because I could have told them that I wanted to do one hundred “Random Acts of Culture” and they would have been just as happy! But I’m a “go big or go home” kind of guy, and once we committed, we had to deliver. Yesterday, we completed Random Act #943. [As of February 1, 2013, 1244 “Random Acts of Culture” have been completed.]

Twilley: That’s exciting—you’re nearly there.

Scholl: We’re in the home stretch. I believe we’ll be done by the end of the year. It’s been a wonderful project. We’ve gotten thousands of emails, and most of them begin with, “I’m sobbing as I type this.” It’s just been a joy.

We’ve now done them in eight different cities across America—the cities where the Knight brothers used to own a newspaper—as well as a few other places, like yesterday’s performance here at the Aspen Ideas Festival. I think we’ve really created a sense of community, and we’ve put a lot of artists to work in a way that has been profound for them, too. There’s normally this big separation between the people in the seats and the people up on the stage, and auditoriums have big lights so the performers can’t even see the audience for the most part, so for them to stand this close to somebody and sing opera is a trip.



Geoff Manaugh: What types of performances have you done so far? Is it only opera?

Scholl: We’ve done opera, we’ve done flamenco, we’ve done ballet, we’ve done gospel, we’ve done jazz, we’ve done classical—we’ve done all sorts of things. For the two performances here at Aspen, there were two unusual Chinese instruments played by Wu Tong, a Classical Chinese performer who is here this week. He played the sheng, which is almost like a panpipe. They’d probably kill me for saying that! [laughter] Then he played the bawu. I can’t even describe what that’s like. You’ve just got to see it. It looked like he was playing an octopus, basically; it’s a very unusual instrument. I’d never seen anything like it before. The crowd went crazy—there were 2000 people in the music tent, and they just went nuts.



Manaugh: Is there any particular place—or even a particular art form—that you’d like to use for a future “Random Act of Culture” but you haven’t quite figured out yet how to make it work?

Scholl: The biggest problem we’ve had so far is doing something within the visual arts. We’ve gotten a couple of good ideas, but we haven’t quite been able to crack the code there. In comparison, the performing arts are so immediate. However, we do have one good idea we’re working on from an artist in Miami who came to me and asked about it, so we might crack that one.

As for locations, we’d very much like to do something classical at a sporting event, and we haven’t pulled it off yet. We were going to try to do one in Akron, but, logistically, it’s very difficult. I don’t want to do it out in the halls when everybody goes to get a hot dog. I want to have people stand up in the stands and just begin to perform. We haven’t quite been able to conquer the logistics—maybe we need to wait for the seventh-inning stretch or something like that. But we won’t quit until we get one of those done, for sure.

Twilley: What happens after you reach one thousand?

Scholl: We have some incredibly big surprises coming for the last handful of them, in terms of scale, which will be exciting. I think it actually has a life of its own. In the eight cities that we focused on, the performers have formed strong partnerships. Venue-wise, Macy’s was our opening partner. They’ve been wonderful to work with, and you really haven’t lived until you’ve stopped traffic in Macy’s six times in a day during a Saturday shoe sale. Many of those partnerships will go on.



Twilley: I’m curious about how well such a physical, immediate project lives online, too. Was that the plan originally?

Scholl: Very much so. I knew that we couldn’t make the kind of investment we were going to make if only between 50 and 100 people were going to see these performances each time. By filming many of them—we’ve filmed close to 100 now—and putting them up on the web, we’ve touched millions and millions of people.

We did a big one in Philadelphia that got a lot of international media attention, and what was amazing was that, after watching it, people started clicking onto all the other ones we had online. People would literally sit there and go through all 30 of them that were on at the time, or all 50, or all 70. Even ones that we didn’t think were going to get much traction have 175,000 views now.

Manaugh: Aside from “Random Acts of Culture,” how else do you make a city sing?

Scholl: One of the things that happened here in Aspen this week is the thirtieth rendition of something called Community Supported Art. It’s a really beautiful project that was started by a woman named Laura Zabel in St. Paul, Minnesota, which is one of the Knight cities where we have the art program. She has an organization there called Springboard for the Arts that finds ways to increase artists’ value in and to their community.

I’m sure that you’ve heard of community-supported agriculture—the idea that you buy a farm share, and you get a box of whatever’s fresh throughout the year. For Community-Supported Art, Laura’s gotten a series of artists to each make an edition of 50 objects. Some of them go all out and make 50 originals; some of them make a print of 50; some of them will make a record or an mp3. Meanwhile, she sells shares for $350. The CSA supporters show up at a pick-up point, and the artists are there, and the subscribers get nine works of art. The idea is that it’s not for the cognoscenti of the art world. It’s for everybody. And the artists get paid—it’s a modest amount, but the artists get paid.

The real payoff is the connection between the people who are brave enough to buy a share, not knowing what they’ll get, and the artists. This helps demystify the process of collecting art, which is really important to us, because it can be a very elitist activity. It also introduces the artist to 50 new potential patrons. Many of the artists who have participated in Community-Supported Art have received subsequent commissions from people who really like the tiny object they received and want something more.


CSA "harvest" in St. Paul, MN. Photograph by Scott Streble.

It’s really a way of connecting artists with their community in a way that’s different than their current relationship. We’re not trying to get $350 for a CSA from art collectors, because that’s not what they pay for art. We’re trying to get $350 from people who are curious and who want to take a chance. Because once you’re in, and you have nine works of art, then all of a sudden, you’re a collector, too.

In St. Paul, they sell out in five minutes now after announcing it, every time they do it. We asked if we could help ramp it up to more cities. We funded the creation of a playbook. Now, if you want to do a Community-Supported Art program in your city, you just sign up and get the playbook. From there, it doesn’t cost anything to run, and there’s even a little money in the fee structure to cover your admin time.

It’s now been run thirty times across America, and there are fifty more CSAs pending. We actually did one here at the Ideas Festival as a demonstration project. I reached out to six very good Aspen artists, and they agreed to do six objects for a Community-Supported Art edition here. We did a small, twenty-person share, which was a mistake, because we probably could have sold one hundred. People loved it. So now the artists are very excited, and I bet you they’re going to do it again by themselves.

There’s an organic, grassroots element to it where, once you show somebody how to do it, it can be self-perpetuating.


CSA shares awaiting pick up in St. Paul. Photograph courtesy Knight Arts.

Twilley: There’s an interesting overlap between the Community-Supported Art and “Random Acts of Culture” in terms of the idea of surprise. In both examples, you don’t know what you’re getting in advance.

Scholl: Yeah, that’s my thing. It’s something that I care about greatly. I think you have to leave room in your life for happy surprises, and that’s something the arts are really good at delivering.

Another thing, though, that we have a lot of concern about at the Knight Foundation is community arts journalism. We don’t fear for New York or LA or Chicago. There will always be lots of arts coverage in those cities, because they’re dense in populations who care about those things. The New York Times had more than 400 dance reviews last year. But around the country, in some of the cities that the Knight Foundation works in, in terms of the traditional media covering culture, it ranges from not very much to none at all.

Working with the National Endowment for the Arts, we created a contest called the Community Arts Journalism Contest. We asked people in the eight Knight communities of Akron, Charlotte, Detroit, Macon, Georgia, Miami, Philadelphia, San Jose, and St. Paul, Minnesota, to give us their best idea for community arts journalism. We asked for ideas that we could fund that would create more community arts journalism in people’s communities—and better community arts journalism.


CriticCar Detroit. Photograph courtesy Knight Arts.

We thought we’d get just a few entries from each community and we’d fund the best one. We got 233 responses—long, deep, detailed responses—which blew our minds. We’ve chosen three to fund. One is called Critic Car, in Detroit, which is a mobile van that has a booth in it where you can film interviews. It will be parked in front of a dance performance or in front of a gallery, and you’ll be able to go in and give your thoughts about the show.

We’ve funded a joint venture in Philadelphia with Drexel University and the Philadelphia Daily News to create a lot more arts journalism using college students. And we have a really complicated and significant initiative in Charlotte, where the Charlotte Observer has, in essence, donated two additional pages for cultural coverage. They’re working together with an alliance of public TV and radio and online partners and the local state university.

Perhaps the most significant aspect of this is that Rocco was so impressed by the response that he has agreed to add it to list of things that the NEA will fund out of their regular grant program, starting in March. Then, we've committed that if people in Knight communities win, and there’s a match required, we’ll cover that.

Twilley: One of the things that’s really interesting about the Knight Foundation is that the cities in which you operate—cities in which the Knight brothers once owned newspapers—are quite varied in terms of geography, demographics, industries, and so on. Do your programs play out slightly differently in each of the different cities?

Scholl: It took me a while to figure out what they all had in common. What these communities all have in common is that they are all in states of significant transition. Detroit is going in one direction—which I believe is up. Some of the other communities are not fully developed in some cases, or have come off of their highs. They’re all in flux. There is a different level of cultural sophistication in each of them, and I found that very complex to work with, certainly.

We definitely tweak projects as we expand them, to make sure they respond to the particular community. For example, we started a project five years ago in Miami that we call the Knight Arts Challenge, in which we invite anybody in the community to give us their best art idea. If we like it, we’ll fund it. After three years, the project was so successful that we expanded it to Philadelphia. But that’s a project that we’ve continually managed and tweaked because the community’s gotten so engaged. One thing we found—and this shouldn’t have been a revelation, but it was—is that the best art ideas don’t necessarily come from 501(c)(3)s. For me, that was a Eureka moment, because so much funding goes to those kinds of organizations, but art comes from artists.

The latest twist to it is that, out of this year’s Miami finalists, we are picking five up-and-coming artists or organizations and offering them a separate prize based upon the community’s support. We’re going to give them an extra $20,000 just based on who votes for them. We think that this’ll be another way to really have the community be engaged in the selection process.


Microteatro Miami, a 2012 Knight Arts Challenge winner, is presenting a series of short plays in nine shipping containers. Photograph via the Miami New Times.

The Challenge—along with many other things, such as Art Basel—has had a really significant impact on Miami, in terms of how the community perceives itself as culturally. I’ve lived in Miami for almost fifty years, and it wasn’t exactly a cultural oasis when I was growing up there. But the recent achievements are dramatic: we have a Frank Gehry building for the New World Symphony, we have a brand new Herzog & de Meuron building coming out of the ground for the Miami Art Museum. We have a science museum underway with Grimshaw doing the design. We have a Herzog & de Meuron parking lot. We have a Zaha Hadid parking garage. We have an Arquitectonica parking garage.

We do things a little different down there when it comes to architecture, but we do them. It’s been a really incredible…you can’t call it a renaissance, because it never happened before. It’s been an incredible cultural awakening. And I think the Knight contest, with its open invitation to people to express themselves culturally, has been very meaningful.


Random Act of Culture in Miami; photograph courtesy of Knight Arts.

Manaugh: I’m curious about the idea of bringing the arts to people, and how that requires you to expand the toolkit of traditional cultural philanthropy. For example, could you have even more of a long-term impact on a community not by funding an arts performance but by paying, say, for free guitar lessons for every 15-year-old in town?

Scholl: Arts education is a difficult minefield to deal in, but we believe that one of the things that kids remember is field trips. That really sticks. We’ve done a couple of things in that direction. We have funded a ten million dollar grant to the Miami Art Museum to make sure that every single third-grader in Dade County—27,000 kids—will go to that museum every year in perpetuity.

The other thing we support is in very close cooperation with the superintendent of schools in Miami-Dade County, which is the fourth-largest school district in America, with 327,000 students. He has a plan called the Cultural Passport in which every grade, K through 12, gets aligned with a cultural institution in town. In kindergarten, you might go to the Miami Children’s Museum, and, in first grade, you might go to the Performing Arts Center, and, in second grade, you might go to the ballet, and, in third grade, you’re going to go to the Miami Art Museum. By fifth grade, you might go MOCA, the Museum of Contemporary Art. Each of the institutions gets assigned a grade, and it’s a pretty great experience. We’ve given well over a million dollars to support that, and we were able to take the number of kids participating in that program from 55,000 to 110,000.

It’s not guitar lessons, but it is universal!

A selection of works from Dennis and Debra Scholl’s personal art collection is currently on display at the Nevada Museum of Art, Venue’s parent institution. Featuring 40 works by 18 artists, Hook, Line & Sinker is “an exhibition of drawings construed in the widest sense, as an anthology of practices deployed by artists to configure the world,” and is on display through April 28, 2013.
 
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