By Nancye Tuttle, ntuttle@lowellsun.com
LOWELL -- Sue Ann Pearson loves hearing people's Lowell Folk Festival tales. And at this year's fest, July 25-27 -- the first she has attended -- she'll wear a straw hat with a sign that reads, "Tell me your Folk Fest story."
She's not kidding.
Pearson, new executive director of the Lowell Festival Foundation, says the stories help her grasp its importance to people.
"I love hearing the stories and talking to longtime sponsors," she said. "They talk about the food and people they've met and how their families come here for vacations and family reunions during the festival. It's wonderful to hear how the community embraces it."
Pearson, who lives in Newburyport, started in early February, topping a list of more than 30 applicants. She replaced longtime director Janet Leggat, who stepped down last year to start a travel business.
Pearson has 20 years in arts management, including stints at the Firehouse Center for the Arts in Newburyport, Castle Hill and the Crane Estate in Ipswich and Montserrat College of Art and North Shore Music Theatre, both in Beverly.
"Sue Ann's experience speaks for itself and what she's done since she started as far as organization and fundraising is incredible. She's a go-getter," said Art Sutcliffe, foundation chairman.
She says coming to Lowell was a natural next step.
"My boss at the Firehouse Center left and I was looking around. When I saw the job posted, it seemed right for me. It's such a unique event, with music and art, which are important to me," she said.
"Then, talking to Art, he was very passionate discussing the festival and his enthusiasm towards it was infectious. I really wanted the job."
Pearson found a large group of sponsors already in place and is working to court even more -- which isn't easy in this economy.
"Janet had developed a lot of good relationships and I am glad to continue their good work," she said.
Putting on the Lowell Folk Festival each year costs the producing partners -- the City of Lowell, Lowell National Historical Park, the Merrimack Valley Convention and Visitors Bureau, the Lowell Festival Foundation and the National Council for the Traditional Arts -- just under $1 million, said Sutcliffe.
"That's the cost for bringing the artists here, paying them, housing and feeding them. It also covers the costs for rentals, tents, chairs, tables, golf carts. It's free to come to, but not free to put on," he said.
The partners put up money. Other funds co\mes from grants from the National Endowment for the Arts, the Parker Foundation and Demoulas Foundation. Businesses, banks and individuals also provide funds or in-kind services.
The festival benefits from the Bucket Brigade, cash donations made during the festival to wandering volunteers with plastic buckets, and from sales of CDs and souvenirs.
The foundation raises between $150,000 and $175,000 each year from sponsorships in the public and private sectors.
"We've been averaging that much and are shooting for $500,000. But this is a tough economy this year," said Sutcliffe.
Each year, more commercial sponsorships appear at the festival. It's a necessity, said Pearson, since vendors like Starbucks, Stonyfield Farm and Dunkin' Donuts pay from $5,000 to $7,000 to set up their booths, hand out samples and share their product.
But she is courting others, including eco-friendly sponsors, to complement the festival mood.
Sponsors participate for a number of reasons. "Some participate for community effort, others like to get their message out," Pearson said.
To make them feel special, Pearson is having new banners created for all the stage areas.
"In the past, they've all hung up their various banners. This year, all the sponsors' names will be shown on each one. It is a nice way to thank them and it will look nicer," she said.
In her spare time, Pearson paints in acrylics and wants to have a day off soon just to wander Lowell.
"Lowell was a big surprise for me. Now I understand that slogan 'There's a lot to like about Lowell.' I love the canals and the church steeples, its food and the strong art presence. The people are nice and the Park Service folks are great,' she said.
But that day off won't happen until after July 27. It's all Folk Festival all the time until then as Pearson continues her learning curve.
"I want to shadow people like Art and the people who process the money. I'll be the contact person for our sponsors. And I want to see Pauline Golec, our chair of the ethnic food booths, in action. I want see what they do," she said.
But she'll enjoy the music and food, she promises.
"I'm looking forward to the Brazilian music and the Acadian, since I spent some time in Nova Scotia," she said.
And if you see her on a golf cart or walking the streets, she'll be wearing that hat and sign. Be sure to stop and tell Sue Ann Pearson your Folk Fest tales.
She wants to hear all of them.
This story appeared in the Lowell Sun on Sunday, July 13, 2008