Letter from the Incubator Manager

Selma Jackson 4W Circle of Art And Enterprise Incubation Manager

Greetings,

We have been busy behind the scenes at 4W Circle. This past month we embarked on renovating the space and we are still in the process. Many of you have lived through our periodic painting and sprucing up of 4W Circle, but it has always been some shade of white paint. This time we painted color and it has created many comments and emotions!!
How did it all come about? For the past two years we have offered an interior design seminar facilitated by Cynthia Dennard. I have known Cynthia since 1998 when we both participated at the Harlem Show House and subsequently we participated at the Bed-Stuy Show House on Hancock Street. Cynthia has been asking to redesign the store since I met her and she was always talking about color and I would say no. Fast-forward and we get new and younger business owners and they feel the store needs a facelift. After much thought, I said okay and referred Cynthia, an interior designer who was eager to do a makeover. Cynthia created a brilliant plan (see her design concept), which has since increased awareness of the mission of 4W Circle.
What a transformation! The colors are red and yellow gold and if it were just that it would be spectacular. People have asked who did the lighting and who selected the fans--folks they are the same lights and fans that were installed after the fire in 1996--10 years ago!! But because of the color they are visible and are enhanced by the color. The new layout of businesses counteracts the spirit of individuality and draws the focus back to the artistry of the products. In keeping with the concept of African Commerce and shopping, Bonnie Sandy Sterling (see her marketing strategies for 4W Circle) recommended pulling merchandise to the center so that customers would need to circulate. While the current fixtures need modification the concept works and customers who have come really get the concept of seeing all of the businesses in the store instead of focusing on one or two. So walking around the circle or oval has given them a new view of the store, but a reaffirmation of the purpose of the store.
The walls are now set up with little venues and the rear of the store will be used for events and a gallery space: Red Gallery @ 4W Circle. We are seeking visual and wearable artists for exhibits and trunk shows at Red Gallery. Please contact us for additional information.
Some customer comments: "It's warm and inviting", "It looks like a real store now", "I love it", " I had no idea it was this big!" "I can appreciate the product now, because I can see it"
But the physical changes are just a minor part of what's new at 4W Circle. We are also revamping our marketing strategy, our program offerings and reexamining the selection process of program participants. Customers know us for unique hand-made visual and wearable art. In recent years we have added participants who are not artists and we need to refocus and continue the mission of 4W Circle, which is to introduce emerging artists to the community. We have a team of consultants volunteering their services to 4W Circle to make the changes. We want to thank Bonnie Sandy Sterling of Creative Independent Strategies Program who has designed marketing programs specifically for artist and creative businesses and Kaz Mitchell of Kaz Management who will be working with existing affiliates to implement new systems that make the retail operations run efficiently and prepare them for their own establishment in the future. The team’s focus is creating an environment that gives quality customer service to visitors of our incubator and gallery @ 4W Circle.
Having this support team allows me, as incubator manager, the opportunity to recruit new artists to 4W Circle, focus on the mission of 4W Circle to assist artists in creating economic stability, raise funds for the support of our program, advocate for artists, upgrade our technology, and plan for the future of our program, which includes looking for a building.
For those of you who are just realizing our mission and purpose, 4W Circle of Art & Enterprise, Inc. is a not-for-profit organization under New York State law and while awaiting the federal application process, we have a fiscal sponsor: People of Faith Network. 4W Circle made the decision to become a not-for-profit organization because of the work we have been doing: an artist incubator that has been providing space and services to small businesses as a stepping-stone to establishing their own storefront. After 15 years in the Fort Greene community, we evaluated our commitment to small businesses and realized we were offering a service that is hard to find elsewhere and it needs funding to continue. We will be seeking public funds but we also are asking for your support, as a customer who wants to see us remain in the community. Donations are needed for the training program, for technology upgrade, for special needs of artist disciplines and general support. During the two weeks that we were closed many people were worried that we were not coming back and even now that we have reopened the new look makes people think there is a ‘new store’. We want to continue being of service to you in this community and to ensure our continuation, please make your donation today! You may make a contribution to 4W Circle by making a check out to People of Faith Network with 4W Circle in the memo line and send to: 4W Circle, 704 Fulton Street, Brooklyn, NY 11217.

Thank you for your continued support as we begin a new phase in support of small businesses.

Selma Jackson
Incubator Manager