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37 Sudden St., Watsonville, CA 95076 - (831) 722-3062 - www.pajarovalleyartscouncil.org

News from the Pajaro Valley Arts Council 
In This Issue
Take Aways
Photo Alchemy
Photo Alchemy
Exhibit Calendar
Grant Applications: Arts Council of Santa Cruz
Thanks to
Our Sponsors:
Arts Council of Santa Cruz Logo   
Wild Rose
City of Watsonville

Membership and Donations


If you would like to renew your membership or make a donation, it is as easy as visiting PVAC.

Thanks to Our Exhibit Partners and Sponsors:


Santa Cruz County Museums Partnership



Community Action Board, Community Restoration Project 


Sierra Azul Logo



Click through to these organizations to see fabulous exhibits around the County.


Art League Logo  


Mountain Arts logo  


Santa Cruz County Bank 


Cabrillo Gallery


Museum of Art & History  


Photo Alchemy

March 4 - April 19, 2015

Reception: Sunday, March 15, 2:00-4:00


Gallery Committee
From Left: Jane, Shelly, Ann, Susan, Hedwig, and Mary,
part of the hanging team for the Photo Alchemy Exhibit


Curated by Hedwig Heerschop, Mary Neater and Shelly Skye, Photo Alchemy showcases forty artists using 23 different photographic processes, selected by jurors Ted Orland and Tobin Keller. In this dynamic show the artists are sharing rich, Prussian blue cyanotypes, multi-colored gum-bichromate and platinum prints, photograms, tintypes, photopolymer etchings, and many other processes.  

Hedwig Heerschop commented: 
"The advent of digital technology has altered the printing processes in alternative photography by blending the historical with the current and contemporary ideas. Now alternative printing processes have been given new life. Innovations and explorations are increased because of the ability to produce large negatives and positives using computers. The artist can alter and manipulate past methods of home mixed chemicals, hand-applied materials and natural elements. Each resulting work is unique and cannot be achieved digitally. The end product is a one-of-a-kind print that reflects the artist as photographer, printmaker, and alchemist."


 Ted Orland, one of our jurors commented, "In some of the art displayed here, the "real world" captured so naturally by photography serves as the primary bearer of meaning. In others, alternative processes and emotional flavor pervade the scene, and abstraction proves the most accurate way to express the intangible. And when the stars all align perfectly, the resulting work seamlessly combines many worlds, creating - well, photo alchemy."    


PVAC is proud to present a Symposium sponsored by the Historic Photo Process Forum (HPPF) of the Santa Cruz Museum of Art & History (MAH), in conjunction with the exhibit.


Artists participating in the Photo Alchemy exhibit will discuss the alternative processes' techniques and methods used in conjunction (in most cases) with the contemporary use of digital media. The judges, Tobin W. Keller and Ted Orland, will give a short talk about the jurying process and their thoughts behind the choosing of works exhibited in the show. HPPF founder Charles Berger will moderate the symposium.


When: Saturday, March 21, 2015, 11:30AM - 1:00PM

Where: Santa Cruz Museum of Art & History (MAH)

Admission: Free

For more information contact Curator, Hedwig Heerschop at: [email protected]


We thank our curatorial team,  jurors, and most fabulous Gallery Committee for all of their hard work in producing Photo Alchemy. This beautifully curated and juried show exemplifies the quality and creativity of our regional artists. A catalog of the exhibit will be available for online purchase by March 5. We thank Hedwig for generously donating her time and graphic abilities in order to bring this catalog to print.


Take Aways: Art to Go
How Did We Do?
PVAC Office at the Closing Reception: Chris Miroyan and Maria Zamudio in Front

Can we just say, we think our patrons and participating artists are unbelievably generous? Thank your for supporting PVAC! With our first show and fundraising event of the year, 292 pieces were purchased, resulting in sales of over $21,000, netting the participating artists over $14,700. The remaining proceeds, and those from the raffle become our seed money for our exhibits in 2015. This exhibit was professionally presented, fun, entertaining, and profitable! Thank you to Jane Gregorius and Susan Matulich, who curated the exhibit; to our participating artists; and to the artists who donated raffle pieces: Stella Page, Bonnie Minardi, Beth Shields, Daniella Woolf, Chris Miroyan, Judy Stabile, Jane Gregorius, Adrienne Momi, Judy Cooper, Susanna Waddell, and Hedwig Heerschop.
Call for Artists at PVAC
Transformations: Envisioning Change

Apply by May 1, 2015
Exhibit dates: July 8-August 9


PVAC invites your participation in our annual member's only exhibit. In this all-media show, we ask you to explore transformation and change with your artwork. Most of us have experienced profound and radical changes in our lives that have caused us to move in a different direction or focus. The impetus for this transformation might be personal, emotional, physical, social, environmental, or political. How have you used your art to help you express this transformation, or is it art itself that has caused your perspective to change? Perhaps you would like to explore a topic that you believe requires change. Perhaps your art serves to document transformation or change that you have observed. 

Apply by 5/1/15. You may be accepted into the show after that date, however we must have your information by 5/1 in order for you to be listed on the postcard. Click here to download the PDF Call for Entry.
PVAC 2015 Exhibit Calendar

Photo Alchemy*
March 4 - April 19
Freehand: A Drawing Show
May 6 - June 2
Sculpture Is: 2015 as Sierra Azul*
June 1- October 31
Transformations: Envisioning Change*
July 8 - August 9
En Nuestra Imagen/In Our Image
August 26 - October 11
Mi Casa es Tu Casa*
October 28 - December 13


* Look for Calls for entry for these shows in upcoming newsletters.


If you are a interested in sponsoring or partnering with us for any of our exhibits, please contact Sharon O'Neil at [email protected].


Arts Council of Santa Cruz Logo


If you're interested in applying for a grant to support your creative project or to help you develop as a professional artist, consider applying for a Create or Develop Grant! The next application deadline is April 16, 2015 to be considered for funding in July.

Here's what to do:
  1. Read the Create or Develop guidelines
  2. Register for an orientation session 
  3. Sign on to our online grant system
  4. Contact Jim Brown with any questions.
Orientation Sessions are scheduled:
Tuesday, March 3rd, from 5:00 to 6:30pm
Saturday March 7th, from 10:00 to 11:30am
Tuesday, March 31st, from 5:00 to 6:30pm