Scottsdale Arts looks to the future with new name, season

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After three decades of service to the city of Scottsdale and the entire Valley of the Sun, the Scottsdale Cultural Council is changing its name to Scottsdale Arts.

The name change is to define more clearly its unique mission as a community-focused, multi-disciplinary, nonprofit arts organization and to engage more effectively with the public and the next generation of audiences, according to a press release.

“The arts are an essential part of the Scottsdale experience, and Scottsdale Arts represents an exciting move forward for our whole organization,” said Scottsdale Arts Board of Trustees Chairman Andrew Chippindall, in the release.

“For nearly 30 years we have been known for the extraordinary range and quality of our arts offerings and facilities. Our new name and logo communicates that we are one, united organization, strongly rooted in our community, with a renewed spirit of cooperation, innovation and purpose.”

Scottsdale Arts’ name change was unanimously approved by its board of trustees earlier this year. The action is the result of a comprehensive re-branding initiative launched in 2015 as part of the organization’s strategic plan, which calls for greater internal collaboration and the creation of an “umbrella brand” to bring together the programming of its three well-known divisions – Scottsdale Center for the Performing Arts, Scottsdale Museum of Contemporary Art (SMoCA) and Scottsdale Public Art.

All three divisions will continue to use their respective names, with Scottsdale Arts serving as their shared public brand. The name Scottsdale Cultural Council will be retained on the organization’s nonprofit charter, the release stated.

Scottsdale Arts’ re-branding effort took nearly 10 months and was guided by a group of staff and volunteer professionals with broad experience in marketing and branding.

The campaign includes a redesigned logo in a bright-blue palette that creatively merges the words “Scottsdale” and “Arts,” essentially linking them together as one.

Scottsdale Arts’ websites and social media have been updated with this new design, including the landing page www.ScottsdaleArts.org, which now offers easy, centralized access to the organization’s three divisions, a new portal for its education and outreach programs, and an enhanced online purchasing path that enables customers to buy tickets for all Scottsdale Arts events more conveniently.

“A great deal of careful thought and planning has gone into this change, and we know the time is right to introduce a new identity that reflects our organization’s creativity, vitality and synergy,” said Scottsdale Arts President and CEO Neale Perl, in the release.

“Scottsdale Arts is bold and direct, and perfectly represents the fundamental mission of our organization – to provide our city’s residents and visitors with exceptional arts and educational experiences – now and into the future.”

In conjunction with the rollout of its updated brand, Scottsdale Arts has released its new 2016–17 Season Guide, showcasing an outstanding variety of world-class performances, films, exhibitions, installations, special events and education programs produced and presented by the organization and its three divisions.

Tickets and information are available through www.ScottsdaleArts.org or 480-499-8587.

The Scottsdale Independent is published monthly and mailed to 75,000 homes and businesses in Scottsdale.

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