Festival of Arts seeks financial support as ticket sales plunge during coronavirus crisis

As summer grows closer and the coronavirus crisis continues, the Festival of Arts of Laguna Beach is seeking financial support as it keeps up preparations for its fine-art exhibit and Pageant of the Masters, which are scheduled to begin in July.

The organization hopes to raise up to $2 million by the end of May.

“Our hearts go out to those who have been affected by this global health crisis. The unexpected impact of COVID-19 has created a climate of uncertainty and, understandably, pageant ticket sales have slowed significantly,� David Perry, president of the Festival of Arts, said in a statement.

Ticket sales for the Pageant of the Masters, the festival’s annual production of live art re-creations, were at typical levels until March, when they dropped off by 65% to 70%, and they are continuing in a downward curve, said Sharbie Higuchi, director of marketing and merchandising.

“If the current depressed pace of sales continues, we expect there will be insufficient revenue to support production of our summer programs — all of which sustain a varied array of benefits to our patrons, volunteers, artists, summer employees, members and the local community,� Perry said.

Pageant ticket sales account for about 85% of the Festival of Arts budget.

Higuchi said festival officials are remaining “hopeful and positive� and said no decision has been made on how to handle the upcoming season.

The art festival is scheduled to run July 6 through Sept. 3 and the Pageant of the Masters from July 8 to Sept. 3.

“The most important thing to the Festival of Arts team is the health and safety of everyone associated with the pageant and festival: volunteers, exhibitors, staff and, of course, their patrons,� Higuchi said.

This year’s pageant theme is “Made in America,� spotlighting artworks from across the country’s history, back to its revolutionary days.

Higuchi said the organization is encouraging donations from members and other supporters and is exploring other opportunities that might be available, such as the U.S. Small Business Administration’s Paycheck Protection Program.

“We’ve been a part of a SoCal tradition since the early 1930s, and we are not prepared to throw down our paintbrushes without engaging in this outreach program,� Perry said.

“We recognize this is a challenging task since there are so many individuals, businesses and nonprofit organizations that have been hit hard by the effects of the pandemic and are also seeking assistance,� Higuchi said. “We will continue to seek and explore options that will allow us to move forward with our programs and arts education. Caring for the artists and the arts community during this time is at the forefront of every decision we make.�

To donate or to buy Pageant of the Masters tickets, visit foapom.com/supportnow.

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