With Creativity, Artists Find Retail Opportunities In MetroWest
Photos/Emily Micucci
Eujin Kim Neilan is showing her art in a place many might not expect.
Emily Micucci
Neilan's artwork isn't limited to T-shirts. Paintings are also displayed outside her store in the Natick Mall.
Opening a retail store was a long-time dream for Natick-based visual artist Eujin Kim Neilan.
But finding a home for her graphic T-shirts and other wares in the Natick Mall, home to upscale retailers like Neiman Marcus and Nordstrom, was beyond her wildest expectations.
"The whole thing happened very quickly," Neilan said in a recent interview at her shop, Uni-T, located on the mall's second level.
Neilan, 43, explained that she started making and selling graphic tees at flea markets two years ago, following a career as a children's book illustrator. Her designs were meant to promote activities like walking and biking, and soon caught on in the region.
Last May, mall owner General Growth Properties asked Neilan if she'd like to sell her wares at a mall kiosk; she jumped at the opportunity. Several months later, her big break came when a tenant left on short notice. Mall management asked Neilan if she wanted to fill the space, located on the second floor of the mall's newer wing.
"It's really like a dream for me," Neilan said.
Before these events unfolded, Neilan wasn't sure how she could afford to lease any retail space, let alone a spot in MetroWest's upscale mall. General Growth responded by giving her a "significant break" on rent while she finds her footing, she said.It's helped a lot, though she said paying the difference still makes it a challenge to turn a profit. But there may not be a place with better visibility in the region, so she considers it an investment in her brand as an artist.
Financial Concerns Stump Artists Searching For Space
The financial considerations Neilan faces are nearly universal to artists who would like to grow their businesses beyond online stores or rented studio space, said Helena Fruscio, the state's creative economy industry director.
But luck isn't the only avenue to a storefront, thanks to grassroots efforts that are cropping up throughout Massachusetts to add artists to the retail landscape.
"Just to lower the barrier for entry is really important," Fruscio said.
From western Massachusetts to Cape Cod, Fruscio said cultural groups and downtown alliances have crafted programs that give artists the opportunity to showcase and sell their work, which might not be otherwise possible given market-rate rents.
For example, a Pittsfield group has recruited artists to occupy vacant storefronts as a way to boost the image of the downtown area in the largest city in the Berkshires, and a bus in Lowell acts as a traveling store for artists who want to sell their work.
It's a boon for economic development, as well as the artists, according to Fruscio.
"There's obviously an opportunity for both sides," Fruscio said. "For the community looking to develop space and for artists saying they want a presence in the community, in addition to an online store."
Susan Nicholl, executive director of the MetroWest Visitors Bureau in Framingham, said such efforts are plentiful in this region, too.
With communities like Marlborough and Natick recently winning cultural district designations from the state, and groups like the Framingham Downtown Renaissance focusing on revitalization projects, affordable retail space for artists is becoming more available. Arrangements vary, but Nicholl said a landlord might offer space to an artist tenant for only the cost of utilities, for example.
"People have really recognized that filling a storefront with any sort of art … is a great draw, and it makes the whole downtown have a really vibrant feel," Nicholl said.
Wiggle Room On Rent
It's true that artist tenants add to the appeal of a business district, according to Steve Levinsky, an artist based in downtown Natick and chairman of the Natick Center Cultural District.
Levinsky, who owns the Studios @ 3 Adams and Palettes, a downtown paint bar and restaurant, said rent is the greatest obstacle to an artist looking for retail space. But he said landlords are often willing to negotiate with artist tenants.
In downtown Natick, Levinsky said storefront rents range from $1,500 to $2,500 a month. But if an artist has a frank discussion with a landlord about his or her budget starting out, there can be adjustments.
"You bring fun to their building and the block you're on, and that's all great for the community," Levinsky said.
Studio Space As An Alternative
If the price is still out of reach, finding studio space to work in until retail space is more feasible is an easier option. Levinsky said artists are generally willing to make room for others in their studios, relieving the financial burden through cost sharing. The Studios @ 3 Adams, for example, is home to eight artists. And a cooperative called Five Crows in downtown Natick allows more than 150 artists to showcase their work for sale.
A similar concept is employed at the Holliston Mill building on Water Street in Holliston. Owner Nick Roufale converted the third and fourth floors into studio space, which he rents at prices ranging from $200 to $900 a month, including utilities. It's a popular spot, home to more than 30 artists.
Roufale's concept takes the guesswork out of opening a studio, something artists generally appreciate, according to Roufale. He said the studios are usually full, but artists are always willing to make space for new tenants. Annual events allow artists to showcase their work to the public.
The 19th century mill building houses offices on the first and second floors, but the cultural vibe coming from the upper floors is what Roufale loves about the site. He admits he doesn't make much money off studio rentals, but as an art enthusiast, he thinks it's well worth it.
"The energy they bring in the building is worth a million dollars itself," Roufale said. n
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