Hayworth was engaged in 2020 to steward Powerhouse Arts’ communications, public relations, and marketing strategy over the course of its evolution from a satellite network of fabrication shops into a robust not-for-profit arts fabrication facility overseeing community engagement and education programming all under one roof.
Powerhouse Arts isa not-for-profit organization committed to creative expression. Located in a purpose-built facility in Brooklyn, the organization hosts an extended network of art and fabrication professionals and educators who work together toco-create and share artistic practices vital to the wellbeing of artists and the communities to which they belong.
The organization stewarded the redevelopment of the former Brooklyn RapidTransit Power Station in Gowan us to create a new facility that houses fabrication facilities for ceramic, print, and public art, activated byPowerhouse Arts, in addition to facilities for textiles, small metal, and large metal, which will be leased to aligned organizations and businesses in the future. Powerhouse operates a shared ceramics facility or “member shop” and also houses multi-use facilities for education, events, and public engagement.
The project builds on Brooklyn’s 200-year history as a center for industry and creates a needs-responsive platform and a critical new resource for artists in the heart of the borough. The rehabilitation project transforms an existing, derelict structure on a contaminated site into a vital center of production for artists, fabricators and other creative workers in a rapidly changing neighborhood.
Hayworth’s approach, both flexible and highly collaborative, focuses on telling compelling stories about Powerhouse’s work that showcases people at the heart of each narrative.
Engaging in active dialogue with staff throughout the organization, and working in deep partnership with members of our communications staff, Hayworth has supported the development of Powerhouse Arts’ web presence at three stages: an initial Squarespace website, an interim website activated for the transition-phase of the project, and the implementation of a new web design and brand package to be launched in 2023.
Hayworth has overseen the development of a monthly Powerhouse Newsletter that highlights the collaborations that have shaped Powerhouse, programmatic offerings developed for the internal and external community, and the work the organization has produced in concert with a growing community of esteemed artists. Hayworth also oversees its paid and earned media strategy, and is working towards the launch of the non-profit’s Instagram presence.
Hayworth has further offered marketing support for the launch of Powerhouse’s programs including the Community Ceramic Studio and the Virtual Consultations or “ShopTalks” program.
Other responsibilities Hayworth has undertaken include a full suite of PR support for the organization’s May 2023 launch event, including event logistics, PR strategies including VIP relations, RSVP management, photography support, and guest relations.
Beginning in May2023, Powerhouse Arts will transition into an “active” PR phase at which pointHayworth will steward key media relationships and stories surrounding the multifaceted organization and its role within the wider New York arts ecosystem.