It’s in the name: Cultural and economic revitalization of Ashland is at the heart of a three-year program proposed by a new nonprofit organization — the Ashland Cultural & Economic Alliance.

Co-founders Matt Hoffman, Jim Fredericks and Lloyd Matthew Haines hosted a launch event attended by a number of prominent business, cultural and civic leaders Saturday evening in Meese Hall at Southern Oregon University to announce the formation of ACEA.

“At its heart,” said Hoffman, “the Ashland Cultural & Economic Alliance is an event, booking, and promotion organization. By utilizing Ashland’s existing venues and infrastructure, we aim to promote economic growth and sustainability.”

During a 45-minute presentation, Hoffman, a sports advertising executive and film director who recently moved back to Ashland, and Fredericks, former executive director of Ashland Independent Film Festival and the Britt Festival, along with executive roles with several Fortune 500 Companies, took turns presenting an innovative schematic in which they envision an Ashland “filled with bold ideas, world-class events and unforgettable experiences.”

Hoffman and Fredericks agreed: Ashland is at a turning point. “If you walk up and down the streets of Ashland you see it too — stores closing — restaurants coming and going — there’s this feeling that we need to do something different.”

Focusing on their solution, Fredericks proceeded to spell out the “four pillars” of the ACEA, which in essence are: 1. To promote activities geared towards “strengthening and enhancing Ashland.” 2. Cultural: To expand the cultural landscape and “making it thrive.” 3. Economic: To benefit businesses, artists, and the local community “by driving tourism, ticket sales, and year-round economic growth.” 4. Alliance: To create a movement “that brings the whole community together to collaborate in a way that has never been done before.”

Hoffman added, “We plan to leverage Ashland’s unique creative culture and rich storytelling history through entertainment, education, and premium events, including conventions and festivals. Much of our infrastructure is already in place, so our immediate goal out the gate is to start maximizing our potential now.”

Hoffman is tentatively calling the rollout of this endeavor “Storytown,” in which a number of unique events are on the menu, such as, “Ceramic City,” a series of ceramic art exhibitions featuring Ashland, national and international artists, along with workshops, possibly bringing in a celebrity ceramics master like actor/comedian Seth Rogen.

Also being considered is a “Yay! Arts Festival” described as “a dynamic, youth-focused arts festival designed to inspire and engage the next generation of artists and creators.” There’s also an Ashland Sarcasm Festival in the works, to wit, “a celebration of humor… featuring performances, workshops, and discussions that highlight the art of sarcasm.” This event would include food contributions from local chefs and “a closing night live karaoke band led by Jack Black.”

Then there’s “Tales from the Vine: An event that pairs storytelling with wine tasting, bringing together local vintners and storytellers for an immersive sensory experience.”

“Storytown Talks” is a possible series that would bring “thought leaders, authors, and innovators to Ashland to share their stories and insights…” In the end, the idea said Hoffman, is to host events 365 days a year, not just spring and summer. To fill voids, such as those created when Oregon Shakespeare Festival (OSF) is dark.

When the subject arose of possibly using OSF’s theaters during the off season, OSF Artistic Director Tim Bond reminded those present that the theater staffs are unionized and the theaters are often being prepped for the upcoming season, which could cause logistical challenges. Hoffman then suggested the reverse could happen — that the ACEA will bring people to Ashland for the numerous events, and in doing so, they may discover OSF.

State Sen. Jeff Golden, D-Ashland emphasized that he would like to see the project prioritize youth participation. Hoffman responded with enthusiasm, saying they are considering youth activities and young people on their board. They would also like to see local youth participating in planning and presenting events.

Hoffman and Fredricks then laid out a three-year strategic plan beginning with three events in 2025, that will introduce their first “Storytown Original,” which will in turn “set the tone for future festivals.” This year they also hope to “strengthen partnerships with existing festivals and organizations; create a centralized event calendar, to streamline promotion and increase attendance across all cultural events in Ashland.”

ACEA will also establish membership and donor programs “to ensure the organization is financially viable and can expand.” Year two (2026) is aimed at increasing events and establishing Ashland as a “premier cultural destination.” Year three, (2027) would “position Ashland as a year-round cultural hub for the Pacific Northwest.”

Hoffman indicates ACEA is a work in progress. More information will become available as the project unfolds. For now, the burgeoning nonprofit is building its momentum through world-of-mouth and upcoming events.