Spotlight: Frazier Armstrong on The Arts That Bring Us Together
In this last week of Women’s History Month, we shine the spotlight on one of our impactful CultureWorks board members, Frazier Armstrong. Frazier has a lifelong passion for the arts from her creative work as a brand strategist in the non-profit sector to her vital role as Commissioner for the Virginia Commission for the Arts. We were grateful to pick her brain about memorable experiences and values that have been most important to her work over the years.
CW: Who are you and what’s your story?
Frazier Armstrong: My name is Frazier Millner Armstrong. I am a strategist, marketing and communications specialist, writer, and I am passionate about the arts, writing, gardens, outdoors, community, and opportunities and well-being for women. My engagement with the arts began when I was about 11, my Mother made me try out for one of the lead roles in our community theatre group. She was one of the founders. I continued through high school and college.
One of my first jobs out of college was public relations and marketing for the then Virginia Museum Theatre (later to become TheatreVirginia in the Virginia Museum of Fine Arts). From there I worked in the non-profit arts community in Richmond for many years, before going into the advertising/marketing world, the newspaper business, and finally back to the arts working for the Richmond Symphony. I have been a non-profit consultant, strategist, and fundraiser for several years now.
CW: Tell me a bit about your relationship to your work in branding. What values do you gravitate towards when working in marketing?
FA: I have a degree in journalism and have always loved discovering how things work, what people think, what makes them make the choices they make, and what resonates and why. I think about how to make things happen, and I love connecting dots. All of these things make me a curious and somewhat persistent thinker around what makes something or someone unique, remarkable, important and necessary. I currently work as a contractor with Brand Federation on some of their non-profit accounts. I gravitate toward clarity, relevance, resonance, and creative, memorable tactics and orientations when it comes to branding and marketing. I want clients and their customers to find a connection that is meaningful. Heartfelt values are good.
CW: How did you get involved at the Virginia Commission for the Arts? What is your favorite thing about your work with the VCA?
FA: I was lucky enough to have been appointed by Governor Ralph Northam. I have always admired the work of the Commission and had served on several of their grant Advisory Panels years back. I had also been on the grantee side many times. I was familiar with their mission. I know the tremendous difference the investment that the agency makes in artists and arts organizations across the State makes in the lives of all Virginians. We are all fortunate to have this resource. My favorite thing is discovering and learning about new and emerging artists and organizations across the state. I think my other favorite thing is the Touring Artist program and roster. VCA offers support to organizations across the state to book a Virginia artist or group in our touring roster to perform. It’s a wonderful way to support artists AND present amazing talent.
CW: How have you felt your work connect to the community around you? Have you discovered anything new through your work since being on the board of CultureWorks?
FA: When I hear stories about how our Grants Program has impacted individual artists and helped them be and do their best work…or an organization mount a performance…or a group of people who might not otherwise have access, participate in an arts-related program or event…I am sure CW’s work is connecting and having an impact. I have discovered just how broad and deep the arts community is in RVA, and it’s growing all the time. I am also particularly proud of CW’s delivering on our strategic plan to expand and put someone on the ground in the Tri-Cities area. Our efforts down there have begun to really take off. We’re very lucky to have Daniel Jones!
CW: Have you had a recent collaborative experience through your brand work or the VCA that was special?
FA: I recently worked with a client that has a broad regional impact and focuses on making this region the best it can be. I was able to ensure that recognition and acknowledgement of our vibrant arts and cultural environment was included in the conversation and positioning.
CW: Do you have a favorite memory from your time so far as a CultureWorks board member?
FA: One of my favorite memories was early, early on; I was having coffee with Scott Garka at an outdoor café. A fellow with a HUGE parrot walked by and the parrot hopped off the guy’s shoulder and landed right on Scott’s shoulder! It was a moment he took totally in stride and I took to be a good omen for the unexpected joy and wonder the arts bring to us all if we just open our eyes! You just never know!
I also have to say, every time I sit in a theater or any other venue and hear CultureWorks thanked as a sponsor or supporter, I am very proud of the work we do.
CW: What’s been inspiring you lately?
Live performances, spring, crowded art spaces, full house theaters, and arts funding staying level or increasing!
CW: What do arts and culture mean to you? Why does it matter?
FA: They mean wonder, joy, discovery, empathy, tolerance, community, hope and beauty. The arts bring us together to share the journey of learning, enjoying, visceral feeling and passion. Key word: together to share. Even if we don’t all like the same things, the shared experience is something we need more than ever. It matters because we need each other; we need shared experiences to learn from, think about, and consider other’s opinions, talent and orientation in the world!
CW: Any last thoughts?
FA: I have watched CultureWorks grow in staff, relevance and impact during my time on the Board. It has been a smart, well-planned expansion and focus. Our impact has increased, our stature in the community has increased, and I think the arts and cultural community has benefited. My hats off to Scott’s and the Board’s leadership, and the staff’s tenacious and creative dedication to the work. It pays off every day!