The block in front of the MARRS Building (1050 20th Street) has seen a lot of action this year: Launch Festival’s block party was a huge hit and the Second Saturday series THIS was amazing as well. Up next is Midtown Arts Festival on Saturday, Oct. 19, 2013, with this year’s theme being “Creative Connections.” The free family-friendly event, brought to you by the Midtown Business Association, will bring together local artists and arts organizations with craft vendors, performers and kid-friendly/interactive art activities. There will be a fashion show where a variety of local Midtown boutiques will showcase their fall fashion lines, a craft beer garden highlighting regional and artisanal beers and of course a music stage, which will be proudly sponsored by Submerge. The lineup of local bands set to play the Submerge stage is sick! Clay Nutting (of LowBrau and Launch fame) put it together, and we’re stoked to announce that Musical Charis, 50 Watt Heavy, Gentleman Surfer and DLRN will grace all those in attendance (organizers are expecting 3,000 to 4,000 thousand people!) with their presence. Artists Jose Di Gregorio (whom you may have read about in our last issue?), Micah Crandall-Bear and Kim Squaglia created a mural that will serve as the backdrop for the festival. Also look forward to performances from Creative Connection Arts Academy, Sacramento Ballet, Step1 Dance and Fitness, and a Macbeth excerpt from Capital Stage actors. Just a few of the many vendors/organizations involved will be Crocker Art Museum, Little Relics Boutique and Galleria, Sacramento Guitar Society and plenty of others. If you’re at the fest and are having a great time and want something to take home to remember it by, you’ll be in luck: Wildcard Screen Printing will be doing live screen printing and will have themed 2013 MAF shirts for sale! Or you could always buy some art from the many talented locals that will be selling their work. Midtown Arts Festival runs from noon to 5 p.m. on Oct. 19 outside the MARRS Building, corner of 20th and J Streets. Visit Exploremidtown.org for more details. See you out there!

The Warhol Economy is a fascinating book that we think many Submerge readers would enjoy. Penned by Elizabeth Currid-Halkett, the book focuses on how art and culture play such vital roles in a great city’s economy. It focuses on New York, sure, but the book is sure to hit home in creative communities everywhere, especially here in Sacramento. Currid-Halkett will give a keynote speech on Friday, July 15 at the 2011 Midtown Business Association Annual Gala, taking place at Harlow’s (2708 J Street, Sacramento). Visit Mbasac.com for more details.

Words by Adam Saake – Photos by Nicholas Wray

Sacramento is home to a large community of artists that continue to thrive with the help of each other as well as the trailblazing efforts of people like Trisha Rhomberg and Olivia Coelho. The 30-something, young business owners partnered in November 2007 to open Bows and Arrows, a vintage fashion store that over the years evolved into a multi-use space. The 17th and L street location was home to many Second Saturday art openings, some of the most amazing yet quietly talked about music shows, Pearl Records vinyl shop, Thunderhorse Vintage, a moped shop, the Junkee shop and most importantly a meeting place for young creatives who had a place to congregate and share ideas. And as much as Rhomberg and Coelho loved their space that they had poured so much of themselves into over the years, these two entrepreneurs were still hungry to expand and do even more. So, on June 4, Rhomberg and Coelho will open an even more ambitious version of Bows and Arrows at a new location at 1815 19th Street in Sacramento.

“We had been enjoying our Second Saturdays, our arts shows and our music shows a lot at our old location. We thought that it would be nice to focus more on the art, have a different building, a nice focused area for an art gallery and be able to serve beer and wine,” says Coelho.

The two began what would be become a tedious, yet invaluable learning experience as they searched for the perfect space to carry out their new and improved vision. Coelho had experience finding buildings, but on a smaller scale, when she opened her first vintage boutique Olipom. She sought out a second building for Olipom after the first building suffered fire damage in 2006. But the amount of blood, sweat and paperwork that was required to get their new space, a charming ivy-covered building located in the R Street corridor, up and off the ground was eye-opening.

“What the problem is, is that there are all of these rules. If a building looks really cool, but it’s in an area where you need to provide parking to the public and there’s no parking then you can’t do it,” explains Coelho.

ADA (Americans with Disabilities Act) requirements along with city codes are very strict when it comes to opening a business like Rhomberg and Coelho’s. It’s not just parking but, for example, how many bathrooms are required and what size they need to be. Even something minute like a .5 percent shift in the grade of their concrete leading into an entrance was a huge expense to correct.

“We thought that people had been using that door for a long time. What’s the big deal? We had to tear out the whole front and re-pour that sidewalk,” says a frustrated Coelho.

It’s not that Rhomberg and Coelho are annoyed that they need to make their new business handicapped accessible, it’s that there are so many requirements; so many road blocks in the way and each one adds more and more money to their tight and dwindling budget.

“You just start burning through your money. You think 80 grand is a lot of money and it’s just not. It’s shit,” says Coelho.

The City of Sacramento has employees that Coelho says are “really sweet people,” it’s just the “rules that are devastating.” The new Bows and Arrows plans to have live shows as well, something they’d be continuing from their previous space. This time around, though, things will be a lot more legitimate and more in tune with how an actual live music venue operates. That means that Bows has applied for an entertainment permit since their occupancy is over 49. These permits aren’t easy to come by, if they are even able to acquire one at all, and they’re expensive: $1,400 a piece and non-refundable. On top of that, the permit requires that two security guards, approved by the Sacramento Police Department, be on duty for all the shows. Again, having security at shows isn’t the issue, it’s the cost associated with those requirements.

“If we have 30 people come, they each pay $3 and we make $90 off the door and we pay $250 out to security…we’re at a loss every time we try and have a show,” says Coelho.

But Rhomberg and Coelho aren’t here to bitch and moan and not do anything about what they don’t agree with. Both owners have made their presence known at Midtown Business Association mixers, Midtown Merchants meetings where Coelho is a board member, and they even sat down and had a beer with Councilman Steve Cohn. After an MBA mixer, Rhomberg and Coelho, along with a group of local movers and shakers all sat down with Cohn at Midtown’s Streets of London.

“He had no idea how hard of a time we’re having trying to showcase local musicians. We’re not busting windows out of places. We’re not these wild and crazy people, but there’s nowhere to have it,” says Rhomberg.

They’re both extremely passionate about not only making some real changes themselves, but also about empowering and inspiring the young artists and small business owners to do the same.

“There are sympathetic ears, but they can’t hear you screaming when you’re at a house party with all of your friends. How is anyone in power supposed to know that there are all these disgruntled young people in town who aren’t up to no good?” says Coelho.

Rhomberg says that things like being able to talk with Cohn, attending the MBA mixers and having their voices be heard are all great opportunities to take some steps forward in the right direction. She fears that if more spaces, like the new Bows and Arrows, which will have a gallery to feature local and emerging artists, don’t begin opening and flourishing more often, then our artists community will find homes elsewhere.

“How are we ever going to have our own creative class if everybody feels they need to leave and go to San Francisco or Portland or Los Angeles to make a living in an arts industry? We have to keep our creative class here. We have to provide them jobs and we have to provide them venues to showcase their talents so people know about them,” says Rhomberg who along with Coelho is also a working visual artist.

June 4 will also be the first gallery opening with a stunner of a show from San Francisco-based artist Hilary Pecis. Pecis recently had a spread in Juxtapoz Magazine, and she’s represented by the exciting Guerrero Gallery located in the San Francisco’s Mission District. Her work is collage constructed from found Internet images, piled and manipulated to form impossible landscapes and designs. Her work will fit in perfectly with everything going on in the new space that Coelho says will be based off of their taste and aesthetic.

“When it really comes down to it, it has to be something that we’re drawn to and inspired by,” says Coelho.

Part of that draw and inspiration is behind the partnership with Jaymes Luu of Fat Face, who will be taking over the café space to do her signature sandwiches and gourmet popsicles. Friend Becky Grunewald, local writer and foodie, took the Bows duo to Davis where Luu was operating inside a very small space. Grunewald wanted to show them what could be done without a hood inside a smaller kitchen, the one similar to the Bows and Arrows kitchen. It turned out to be a serendipitous meeting where the three hit it off immediately.

“We liked her right off the bat and it just seemed like such a nice cohesion. It was like love at first sight,” says Coelho.

In no time Luu was on board and the vision for the new space was complete. The collaboration of Bows and Fat Face will be fruitful no doubt. Rhomberg and Coelho have been working, along with some trusted palates like sommelier Michele Hebert, on assembling a wine and beer list for the café. Delerium Tremens, West Coast IPA and others are among the beers being considered for the list along with four draft beers. With Luu’s food that is packed with unique flavors, you might see some interesting parings taking place.

“I want to do that, and I know Olivia and Trisha want that. I’m definitely going to work toward that,” says Luu.

It all seems like a lot going on: the café, the music venue, the gallery and of course the thing that started it all, the vintage fashion. If local fashionistas are concerned that Rhomberg and Coelho have lost their focus when it comes to the clothes, fear not, because they will be merely focusing their inventory so more shoppers can feel comfortable while browsing the racks.

“There’s a very specific breed of people that…want to see everything they can see. But the majority of people get very overwhelmed…and I feel like in order to make the shopping experience more enjoyable and more intimate, we had to edit the selection,” says Rhomberg.

Whether you’re a hardcore shopper or casual, a beer drinker or prefer wine, a lover of art and music or you’re creative juices flow from food, the new Bows and Arrows has something for you. And when it all boils down, it started with two young creative minds with a passion for all the things they love and a loyalty to the city they live in.

“I want everything. I want to literally, physically surround myself with amazing beer, good music. I want to be sewing and making handmade clothes, I want to look at vintage clothes for inspiration. And I want to show my art and show my friends’ art. I want it all and I want to share it all,” says Rhomberg.

The new Bows and Arrows, located at 1815 19th Street opened June 4, 2011 with an exhibit by Bay Area artist Hilary Pecis.

Amy Cluck Paints Sacramento Pink
Words by Liz Franco

Who’s pink, hip, local and sews a mean pillow? Amy Cluck from Peptogirl Industries, that’s who. Amy has been involved with the Sacramento indie scene for several years and doesn’t let the economy—which cost her her job—get in the way of her ability to constantly think up ways to bring out our community’s creative side. As a blogger, Etsy entrepreneur and Web designer, Amy continues to take the D.I.Y. world by storm. Self-described as “stylish and girly,” her style utilizes different hues, textures and media to express her love of creating. She’s come a long way from giving her work away as family Christmas gifts and plans are in the works to expand her personal business even further.

Amy is also the pink brain behind IndieSacramento, a creative hub where designers and art lovers alike can partake in showcasing and taking home handmade treasures. You can also find her at 21st and K streets every Second Saturday through October for Park Your Art, another vendor-driven arts & craft event. Thanks to social media outlets like Twitter and the blogosphere, the crafting community continues to grow, and Amy has a hand in getting the word out locally and is helping to put Sacramento on the map of creative cities. Read on to find out why buttons and stitches aren’t the only things up her sleeve, and how Amy is well on her way to becoming Sacramento’s very own Martha Stewart.

How long have you lived in Sacramento and what do you do?
I’ve lived in Sacramento all my life. I previously worked as a Web developer for a small company, but they began having financial troubles and I was laid off. I’m currently looking for work, and I’ve also been working to develop my business (Peptogirl Industries).
 
Tell us about Peptogirl Industries and your obsession with the color pink!  
I’ve always loved the color pink and was given the nickname “Peptogirl” when I was in college. When I decided to start selling my handmade jewelry in 2005, I knew right away what my business name would be. To this day, I think the color pink really encompasses my style (and that of my business), which is girly and fun. I was brought up making handmade Christmas gifts for family members so I’ve been crafty pretty much my whole life.
 
Where did you learn to do all this amazing stuff?
In high school and college, art and design was always my main focus. As far as jewelry making, I’m mostly self-taught. I learn new techniques by either looking it up online or taking a class. I make a variety of products and I use a lot of vintage supplies/other items not usually associated with jewelry. I make button necklaces and necklaces using vintage spools of thread. I’m just getting into hair accessories now, so I’m hoping to get some of those listed in my online shop soon. The other main products that I offer are embroidery patterns and kits. I draw the patterns myself and am hoping to expand the products that I offer in terms of illustration.

How did you get the idea for IndieSacramento? Is it a one-woman show or do you have a team of supporters?
IndieSacramento began as a one-woman show in December of 2007. I had participated in a few Bay Area shows that specifically catered to a hip and fashionable crowd. Knowing the amazing amount of talent we have in Sacramento, I wanted to start an event like that here. Cities like Austin, Texas, and Portland, Ore., have reputations as being hubs for creative people, but I’m willing to bet we have just as much talent right here in Sacramento. I thought if we banded together with other independent businesses we could start to create a buzz so big that it would put Sacramento on the map [of creative places].

In 2008, I was approached by the Midtown Business Association—they wanted IndieSacramento as part of their big annual holiday celebration. I enlisted the help of three of my friends and again we put on a fairly successful event. Ultimately, the event wasn’t bringing in enough money to keep it going successfully, and we were all donating huge amounts of our time to the cause. It got exhausting. We already had a large event planned for May of last year so we worked to create an even bigger and better event than we’d had in the past and decided we would decrease the frequency of the events to annual or bi-annual as originally planned. At this point, I had only one other partner, Stacey Ball (www.pillsplace.blogspot.com). Despite the rain, we had a huge line of patrons waiting when we opened the show at Fremont Park last May. I was blown away by the support and following we’d developed.

What do you hope to accomplish with it?
At this point, I am planning to keep IndieSacramento as sort of an online collective, where you can shop our vendor goods online. I also update the IndieSacramento blog frequently (www.indiesacramento.blogspot.com) with other local events that our vendors participate in. We do have one more event coming up, however. 

When is the next event?
We were invited to hold an event at The California Museum as part of Women’s History Month. The event will be held on Saturday, March 20, 2010 from 10 a.m.-3 p.m. We will be handing out mini swag bags to the first 50 patrons. On top of that, the museum is offering free admission that day, so it’s a great family-friendly event. There’s more info on the Web site: www.indiesacramento.com.
 
Rumor has it you’re quite the D.I.Y. extraordinaire. How long have you been creating and designing? What inspires you to do so? 
Aw, thanks! I’ve been creating and designing all my life. It’s just something I’m compelled to do. I love combining colors and textures”¦ I can’t imagine what my life would be like if I didn’t create! 

What are some projects you’re currently working on? 
I’m gearing up for the craft fair season so I’ve been busy making inventory. I’ve been making headbands and hair accessories like crazy. I’m also hoping to get a little silk-screening in, and I have a new embroidery pattern planned but it’s a secret.

Who are your favorite D.I.Y. queens?
Her style is so much different than mine, but I think Martha Stewart is a genius. I know she has a whole team of people coming up with ideas and projects for her now, but I’m still in awe of it all. She’s been featuring a lot of younger, hipper designers on her show too, which I think is great. Elsie Flannigan (abeautifulmess.typepad.com) is another favorite of mine. I find her work really inspiring. I’m guest-blogging on her blog a couple of times per month, which is really exciting for me.
 
It seems like everywhere you look, more and more of the community is getting involved with blogging and social media. What are your opinions on the kind of impact this has on the D.I.Y. and handmade community? Do you utilize these tools to get the word out?
I think these tools are really great for spreading the D.I.Y. ethic, because they reach a wide audience. Blogging, Facebook, and Twitter are being used for marketing purposes by all kinds of companies so it’s only natural that they are working for crafters as well. Plus, social media allows you to bond with your customers. With online shopping, you lose that sort of face-to-face exchange but social media allows us that interaction with our customers.
 
Any other plans in the works you’d like to share with us? What are some things you see yourself getting involved in this year?
I just signed up to vend at McMartin Reality’s Park Your Art event on Second Saturdays. I will be there every Second Saturday from March through October. Other than that, I’m looking to expand my product line and take my business to the next level.

Celebrate Women’s History Month with IndieSacramento on Saturday, March 20 from 10 a.m.-3 p.m. at The California Museum on the corner of 10th and O streets in downtown Sacramento. Also for more info visit www.peptogirl.com and www.indiesacramento.com.