YPG: The Art Scene’s Next Generation


YPGAccording to Next Generation Consulting, a market research firm that helps marketers reach young consumers, the average arts patron is 52. In other words, arts organizations need to find a way to attract 20- and 30-somethings or their fate may end up resting in peace with the baby-boomers. The Twin Cities art scene has always thrived and organizations have risen to the challenge by creating social groups for younger audiences. These young patrons groups, or YPGs, are designed to reign in the next generation of art lovers.

AIGA Minnesota Emerging Designers
American Institute of Graphic Arts
Emerging designers (typically in their first four years out of school) are brought together through a quarterly series of lectures, discussions, and social networking hours. AIGA Minnesota, comprised of graphic designers and related fields, is the first place to turn for inspiration, professional development, and excellence in design in Minnesota. With a mission to advance designing as a professional craft, strategic tool, and vital cultural force, AIGA Minnesota encourages the exchange of ideas and information among professionals involved in design and other related fields. Young professionals will enjoy the benefits of participation, as this is where AIGA explores the essential topics that were never taught in school, or that young artists have been dying to ask about since they broke into design.

The Circle
Minneapolis Institute of Arts
Be part of the Twin Cities art scene – both in the museum and around town! The Circle offers the young (ages 21-44) and art-interested a chance to experience art, meet new people, and connect with the MIA in a whole new way. Membership in The Circle entitles members to a lively mix of arts and entertainment, including invite-only talks and tours with artists, designers, collectors, and curators. Individuals plus a guest will enjoy the arts with the MIA as a guide. Joining requires a current MIA membership plus $125 for a year of The Circle benefits.

St. Paul Chamber Orchestra
Consisting of more than 5,000 members, club2030 brings together orchestra lovers between the ages of 18 and 39. Members receive $10 best available seats to St. Paul Chamber Orchestra (SPCO) concerts at any of the ten venues across the Twin Cities. Club members also get access to a number of exclusive post-concert happy hours throughout the season, which often feature complimentary wine as well as appearances and performances by SPCO musicians and guest artists. Anyone interested need only complete the online form and will receive a coupon code to use online to get the discount. No membership fees, no rush lines – just world-class music at an extremely affordable price.

Walker Art Center
In 2010, the Walker Art Center launched a new membership group with the intention of getting young professionals (ages 21-45) who love the Walker more involved with multiple-disciplinary programming. Through a series of exclusive events, members explore all facets of programming while meeting other young professionals looking for a deeper connection with the institution. Events are equal parts educational and social. For an annual fee of $175, Contemporaries enjoy all the perks of basic Walker membership, along with reciprocal benefits at more than 400 museums around the country, and invitations to private special events.

Crescendo Project
Minnesota Orchestra
Crescendo Project engages young patrons in a lasting relationship with the Minnesota Orchestra by presenting orchestral music to them in a fun and unexpected fashion, as well as provides musical education, philanthropic, and networking opportunities. The group will be relaunched in the coming months with the goal of making Crescendo Project bigger and better. During this brief pause, Minnesota Orchestra wishes to thank you for being patient by offering four gatherings (the first on March 7 featuring a pre-concert cocktail with Maestro Andrew Litton), discounted concert tickets, and discounted Crash the Ball tickets.

The Scene
Hennepin Theatre Trust
A Broadway club for young professionals and art patrons in their 20s and 30s, The Scene has dedicated itself to generating new arts audiences and supporters in Minneapolis. Meant for anyone interested in cultivating a passion for the performing arts, The Scene brings together like-minded individuals for social events, performances, and networking. Members are given the opportunity to network in a relaxed environment, go behind-the-scenes with cast and crew of Broadway productions and participate in exclusive events (including opening night parties) all while contributing to the vitality of performing arts on Hennepin Avenue. The $20 annual membership fees include discounted tickets to member performances (including Broadway, concerts, comedy, dance, etc.), discounts at theatre bars, complimentary entrance to Broadway Confidential programs, complimentary tours of the theatres, and the opportunity to participate in a variety of arts-related service projects.

Minnesota Opera
Meant for opera goers between the ages of 21 and 39, Tempo is a membership program for both new and seasoned guests. The $50 Tempo membership includes a variety of benefits to enjoy and get acquainted with Minnesota Opera. Members will enjoy savings of up to 76% off opening night tickets, invitations to after parties, and opportunities to meet the singers and creative team behind each production at select events in an entertaining and relaxed atmosphere. In addition, Tempo members gain admittance to the members-only Tempo Intermission Lounge and the chance to participate in Opera Insights, informative sessions held one hour before every show.

Torch Community
Created in 2009 after a young professional transplanted to the Twin Cities due to a new career opportunity, Torch Community has a unique vision to go beyond face-value networking: to connect with communities that matter to young professionals. These types of communities are focused on career development, diversity and inclusion, social responsibility, and the arts. Torch Community is proud to partner with many organizations, including those involved with the performing arts. These partnerships grew out of the idea that connecting young professionals with the community creates the opportunity to build genuine relationships with other people who care about the things they feel passionate about themselves.

Ordway Center for the Performing Arts
As an organization for young professionals between the ages of 20 and 39, Urbanites brings together like-minded individuals for performances at the Ordway. A free membership provides the member with access to discounted opening night tickets and invitations to post-show parties and special events hosted by the Ordway.

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