Creative West Invests in WAA’s Next 60

For 60 years, Western Arts Alliance (WAA) has connected presenters, artists, and agents across the West. As WAA launches The Next 60, we are backing its vision for the future with a $200,000 unrestricted grant. This isn’t just funding—it’s a direct, strategic investment in the vibrant ecosystem of Western performing arts that WAA has cultivated and supported over six decades.

“WAA is an essential part of the connective tissue that keeps our performing arts ecosystem strong,” said Christian Gaines, president and CEO of Creative West. “It links presenters, artists, and agents across diverse and faraway communities that might otherwise work in isolation. We’re proud to partner with WAA so that we can strengthen the field for the years ahead.”

Trust-based partnership

This investment reflects a deeper partnership between Creative West and WAA. It’s built on shared learning and a common commitment to the health of the regional arts ecosystem.

“The broader intention for this investment is partnership,” said Anika Tené, director of grants, awards and programs at Creative West. “Partnership begins with trust, and this investment reflects our confidence in WAA’s leadership and our belief that the field grows stronger when we build it together.”

Each organization brings something different. Creative West stewards funding, leadership and artist-centered infrastructure. WAA convenes the presenters, artists, agents and managers who move performing arts across the region. Together, we hope to move the field toward a future that is more resilient, equitable and creative.

Why unrestricted support matters

Most arts funding is tied to specific projects. Unrestricted funding is different. It lets organizations build capacity, plan beyond the next fiscal year and respond to the field as it changes. Like many arts organizations, WAA is working through shifting priorities in federal and philanthropic arts funding. We believe investments like this one help keep the infrastructure of the field intact. They also create pathways for a new generation of artists and arts professionals to come to the table.

Investing in the next generation

WAA will direct part of this investment toward leadership pathways for younger arts professionals. The Marcelo Aviles Scholarship Fund honors the late artistic director of Yerba Buena Gardens Festival. Marcelo was a tireless advocate for equity and new voices in the arts. Our support has already helped leverage funding from four other organizations, making it possible for six inaugural recipients to join WAA.

“This investment recognizes something our members have known for decades: WAA’s impact doesn’t begin and end with a conference,” said Joshua Heim, WAA executive director. “It lives in the relationships that carry presenters, artists and agents at all stages of their careers, through good seasons and hard ones.”

Building on the success of last year’s Presenting 101 program, WAA plans to offer professional development at different levels. Artists and agents new to the touring industry can get road-ready with Touring 101, while mid-career professionals can master their craft with Presenting 201. Executive Sessions will offer the chance to go behind closed doors for executive-level coaching and real talk.

The Next 60

Our investment helps launch The Next 60, WAA’s vision for the decades ahead: a stronger, more connected and more sustainable network for performing arts in the West. WAA developed this approach two years ago, when its board approved WAA’s Strategic Plan. It crystallized last August, when the board approved a new Sustainability Plan, the financial blueprint designed to realize the vision.

“For 60 years, we have led the field by being open to new ideas and taking risks. Our plan is to continue to lead in this way,” said Rafael Gonzalez, the new WAA president. “Creative West honors that legacy and gives us the footing to step into The Next 60 with ambition and alignment rather than caution and isolation.”