Mall hungry for activity turns to the arts, gets big response

ST. LOUIS -- Erin Kelley and John Contini, actors who have performed on stages around St. Louis, pace off a carpet in front of the dressing rooms in an empty Man Alive clothing store in a struggling mall.

They're figuring out the dimensions of Avalon Theatre's new stage. After years of performing in a church basement, Avalon is converting the former shop into a theater at ArtSpace, a section of Crestwood Court that's evolving into a new home for more than 50 arts groups.

"The arts have been recognized as an impetus for economic development for about 10 years, in places like Washington Avenue downtown," said Jill McGuire, executive director of the Regional Arts Commission. "But ArtSpace is suburban, and it's enormous. It's a very exciting opportunity to integrate arts into the community."

Theater companies, dance troupes and visual artists are among the tenants who will share the space in the shopping center. For years, the mall was known as Crestwood Plaza.

Like many malls, however, Crestwood Plaza has suffered a downturn. Although Macy's and Sears remain, the third anchor, Dillard's, closed its Crestwood store in 2007. Several small shops are also gone.

Centrum managing partner Sol Barket, a former St. Louisan, has a long-standing interest in the arts. He suggested turning the Dillard's wing into an art gallery where area painters could display their work.

Running with the idea, Son called Lisette Dennis, RAC's grants and volunteer manager. "I said, 'I have space, lots and lots of space. Do you know any artists who need space?'"

Son was astonished by the response.

"I thought we'd get maybe 10 applications," she said. "But about 70 came in immediately, and they are still coming in."

Those that have started to move in include Laumeier Sculpture Park, DaySpring School of the Arts, Jeane Vogel Fine Art, Marble Stage Theatre, the Hangar and the bookstore I Don't Want to Kiss a Llama.

In exchange for the space, the arts groups agree to decorate the shop windows, a convenient way to call attention to their work. They have to pay for utilities, but the rent "is just north of nothing," said Son, in some cases as low as $50 a month.

The former shops may need a little, or a lot, of work. Avalon, one of the first groups to move in, will divide its space into three areas: a lobby, a house with about 100 seats arranged on risers, and a compact arena-style playing area on the floor. Stage lights will hang from the open ceiling; walls will go up on the sides and behind the stage.

In back are the kinds of luxuries that small theaters only dream of: an office, ample work space for building sets and costumes, lots of storage in the loft. There are even fitting rooms where the actors can change into their costumes. Contini, who will direct February's production of "The Subject Was Roses," observed that each actor in the three-character drama will enjoy a private dressing room, like a real star.

"This space allows us to expand," said Avalon producing artistic director Larry Mabrey, who is Kelley's husband. "We can add a fall show, maybe a holiday show. And it gives us a public presence outside of our house."

Each space will be arranged to suit its group's needs. For example, Son expects several dance companies to share one of the big spaces. One painter -- who enjoys talking to visitors while he works -- plans to turn his space into a studio; another group of artists plans to work elsewhere, but show and sell their paintings in a collective gallery. A fabric artist, a jewelry designer and an organization that recycles industrial materials for school art projects will be ArtSpace neighbors, too.

In time, McGuire hopes some groups will collaborate. Maybe a painter will decorate a stage set, or a dance troupe will perform in one of the theaters.

"Everybody is so busy that we tend to stay in our own little silos," she said. "I am excited about the opportunity here for cross-pollination."

She also sees big potential for arts classes in a mall, where parents can drop children off, then go shopping. "I would have loved that when my kids were little," she sighed. One of the organizations that will offer classes, Laumeier Sculpture Park in nearby Sunset Hills, will expand its educational programs for children and adults once it moves into ArtSpace. Currently it mainly offers classes in warm weather so they can meet outdoors, where there's room.

"We think that ArtSpace will broaden our audience," said Laumeier's communications director, Mike Venso. "Some people come to the park just to walk their dogs, but while they're here they get to enjoy great sculpture. We think the same thing will happen with mall walkers and shoppers.

"This is smart for everybody. It will be good for the arts groups, and it will rekindle the mall space."

Son shares Venso's optimism.

"Anything that entertains my shoppers is great," she said. By the same token, she figures that anyone who goes to an art opening or to see a play or to take a sculpture class is apt to buy at least a cup of coffee. Or maybe a pair of earrings, or a sweater. Or a dishwasher. You never know.

She figures that by February, when everyone has moved in, the buzz will be irresistible.

"You'll feel this whole area come alive," she predicted. "This is a win-win for everybody."