Leslie McGownd, marketing coordinator for Pine River Valley Bank, stands next to paintings currently on display at the bank’s Durango branch. McGownd came up with the idea to use the lobby as an alternative venue to display the works of local artists and reach an audience that might not otherwise be exposed to such art./Photo by Page Buono

Banking on art

Pine River Valley Bank invests in local artists

by Stew Mosberg

If you move to Durango from a large metropolitan area, one of the curious things you notice is that banks have no armed guards or teller cages. Within a short period of time, a new resident will also discover how much of an active role in the community local banks play, often sponsoring fundraisers and cultural activity.

When a business supports the arts, it demonstrates a degree of sophistication and sends a message that it is more than just a commodity-driven enterprise. Exhibiting art on the walls of corporate offices and institutions is often the result of an interior designer’s recommendations, but it is less common for a bank to display the work of local artists on a regular and rotating basis.

One year ago, Pine River Valley Bank (PRVB) was in the throes of updating the interior of its Durango branch when Marketing Coordinator Leslie McGownd took the opportunity to propose the lobby as an alternative art venue.

 “It was then,” she acknowledged, “The Community Artist Program came to life with the goal of meeting both the needs of the bank and those of the many local artists in and around Durango.”

By March 2013, the first artist, Lorraine Trenholm, was exhibiting. And to everyone’s delight, it was a great success. “I think I sold six pieces at the bank and then several more to people who had been to the bank to see the show,” said Trenholm. As for recommending it as a venue for other artists, Trenholm is already scheduled to re-exhibit at PRVB in 2015.

For artists, such an atypical venue is a blessing. They gain much-needed exposure, have the chance to sell their work, and pay no gallery commission.

McGownd acknowledges that the bank dedicated the program to providing an environment that allows for “individual, artistic expression.”

Artists are invited to apply for month-long exhibitions, and so far, there has been no shortage of response. McGownd excitedly admits that the schedule is already filled through 2015 and the program has been a win-win for everyone involved. “We’ve been able to integrate a gallery experience that brings added enjoyment to an everyday activity,” she said. “There is a core group of people who make an effort each month to stop by, take in the 4

show and share their thoughts and feelings. We’ve also found that there is great excitement and anticipation amongst employees and customers for the new shows.”

Because they are affordably priced, the artwork, which has included photography, pastels, paintings, needlepoint and even iron work, has given locals a chance to become patrons of the arts and begin building a collection.

Although there are a number of alternative venues in the region where a visitor can view, the surprise of discovering an art show at a bank has its merits.

PRVB saw the benefit of extending the art experience to those who may not be comfortable in a more time-honored artistic environment such as an art dealership. “People have commented that they have been reluctant and or intimidated to visit galleries due to a variety of reasons,” McGownd said. “They don’t feel any pressure coming to a bank to view art.”

Trenholm, who is represented by in- out- of-state galleries, agrees with the assessment. “Artists need their work to be seen; the community is a great place. I liked the idea of a non-gallery show. This show reaches many people who would not go to a gallery show.”

The bank, however, is not just about providing wall space, it also plays an active role in showcasing the art and artists. Each artist is given an opening reception, catered by Hot Tomatoes, which is held in conjunction with Durango’s First Thursday Art Walk, from 3:30 to 5 p.m., so as not to compete with the galleries.

Since more than a dozen artists have already shown at PRVB, there is a frame of reference available as to how well the program is doing. The artists’ excitement and appreciation is evident in comments made by Erin Camarca, who exhibited at PRVB in July.

 “Leslie is an absolute gem,” she said, “her enthusiasm and kindness made me feel more welcome than any show I have been a part of.”

Brenda Grajeda, one of the more seasoned and acclaimed regional artists who has shown at PRVB, explained that even sgiven a bank’s restrictive hours of operation, she would still recommend it to other artists. “They have some nice big walls and I love Leslie!”

Photographer Howard Rachlin agreed with the assessment and commented on the ease of the application process before describing how he came to exhibit there. “I saw a ‘Call for Artists,’ and believe I was (one of) the first to respond,” he recalled. “I already had enough pieces available to fill the bank, so I could take (an early) slot.” To ensure a good turnout Rachlin said he did a lot of promotion by e-mail from his own lists, sent info to various online forums and distributed news releases to the media.

Pine River Valley Bank is now exhibiting the work of watercolor artist Susan Giddings, which will be on view through February. Additionally, McGownd just announced plans to expand the program to PRVB’s Bayfield branch by late spring.

Whether you have financial business to transact or not, the art is worth a visit by itself. You can bank on that.

Artists interested in exhibiting at PRVB can send a sample of work along with a bio and introductory letter to McGownd at Leslie@PRVB.com or they can drop it off at the bank in person, at 1701 Main Ave. Artists must be from the surrounding area, including Durango, Pagosa Springs, Bayfield and Ignacio and the work should be two-dimensional and ready to hang. For more information, call 970-403-8268.