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Not everyone in Madison, Wisconsin, wants to accept a
philanthropist's gift of a $100 million arts center by Cesar
Pelli.
By Hal Cohen
June 2001
Offsite:
For more information on the Madison Art Center expansion debate, first check out
the museum's home page, which gives an overview of the
museum's history and collection at its current civic center
location. Then have a look at the
Overture
Foundation, which provides a great deal of information
on the Cesar Pelli project, including design plans and
renderings. To get involved in the movement opposing the
museum's construction, see the
People's Art District's extensive site. |
In 1998 a Madison, Wisconsin, businessman named Jerry
Frautschi did something remarkable. The textbook-printing
magnate announced that he would provide funding--eventually
totaling $100 million--for the construction of an arts
complex on a mostly city-owned block downtown. The gift is
huge: it equals the NEA's entire budget, or two-thirds of
Madison's annual tax revenues. But it is not quite a
no-strings-attached donation. In truth, it dangles from one
rather large rope: Frautschi is the sole donor, and he has
given the money to his own organization, the Overture
Foundation, which will determine how it is spent. The
public-private arrangements typical for a project of this
scale are not required.
This does not play well in Madison, where strong traditions
of farm-and-labor progressivism and 1960s radicalism
underpin civic life. Here phrases like "public
oversight," "democratic process," and
"answerable to the electorate" are used with
neither irony nor cynicism, and concentrated wealth is
deeply suspect.
Most Madisonians support Over-ture (local government and the
press included), but a committed opposition has shown little
reticence about looking this gift horse in the mouth. An
understandable resistance to change fuels some complaints.
Dotty Dumplings Dowry, the best beer-and-burger joint in
town, will be demolished; and the New Loft teen center, the
heart of Madison's under-21 music scene, is being displaced.
But the strongest objections are more complex.
Despite Madison's many amenities--in 1996 Money
magazine ranked it the best place in America to live--the
city of 210,000 has an inferiority complex. Its architecture
is symptomatic: aside from some handsome university
buildings and George Post's monumental 1917 capitol, Madison
is built in unremarkable Midwestern vernacular. Although
Frank Lloyd Wright lived at nearby Taliesin, the city's only
significant Wright building is his 1951 Unitarian Church.
Overture determined that hiring a big-name architect could
put Madison on the architectural map. Visions of Bilbao
danced in many heads, and the project received bids from
such luminaries as Fumihiko Maki, Polshek Partners, SOM,
Robert A. M. Stern, and I. M. Pei. But the foundation opted
for a master of artful compromise: Cesar Pelli, known for
iconic yet urbane statements including New York's World
Financial Center, Kuala Lumpur's Petronas Towers, and Los
Angeles's Pacific Design Center. "I avoid cultivating a
personal style," Pelli explains, "because if I did
so, I could not respond to the needs and opportunities of
each project."
Pelli revealed his design in May 2000: a city block of glass
with complicated massing and simple geometric forms. He
cleverly shoehorned theaters, galleries, lecture halls,
rehearsal spaces, and offices onto the tight site. The
design incorporates the historic Oscar Mayer Theatre and the
facade of a corner department store, both from the 1920s.
Madison's response was generally positive, if not quite
ecstatic, but complaints soon emerged. Doing his best Howard
Roark, a local architect scoffed at preserving
"products of an era that valued plagiarism and
pretension more than creativity and design integrity."
The more widely held opinion was the opposite: Pelli had too
radically altered the Madison streetscape. Brian Standing, a
county planner and video documentarian who is the unofficial
spokesperson of the People's Art District--as the opposition
to Overture has dubbed itself--sees Pelli's design as a
Modernist throwback: "It's a big giant glass building
that's gonna stick out like a sore thumb."
Overture, however, is not a monumental Lincoln or Kennedy
Center. The design is uncommonly respectful of its
surroundings, unlike typical performance halls with ugly
utilitarian rears. "All around the block we were
careful to surround the building with rooms with
windows--and life behind the windows," Pelli says.
But Overture's critics are not concerned with lack of
presence on side streets. They're worried about an
overabundance of it on State Street--a thriving,
pedestrian-friendly, mixed-use mile connecting the capitol
to the University of Wisconsin, and considered by most to be
the soul of the city. Overture is being framed as part of
Madison's wider downtown renewal effort. But as Standing
points out, "State Street is already what every other
city in North America is trying to create." Even now,
martinis are replacing Miller High Lifes as upscale bars and
restaurants colonize the funky downtown, attracting affiuent
suburbanites.
Although Frautschi asserts that his gift "provides the
opportunity to create state-of-the-art arts facilities that
will reinforce the role of the arts in our community's
life," the most concerted attacks have come from
artists. One local artist was quoted as saying, "I am
part of an arts community that exists in Madison, but it
must not be the same arts community to which Mr. Frautschi
donated his money." She predicted that it would make
Madison "an evermore impossible city in which to live
as a struggling artist."
Critics charge that Overture will cater to elite patrons of
symphonies and operas, or--worse--consumers of middlebrow
traveling productions of Riverdance or Cats.
They believe that Overture's bricks-and-mortar priorities
belie its high-rent biases. "The thing that struck me
about Frautschi's gift is the incredible lack of
imagination," Standing says. "If I had $100
million to spend, I would have put it in an interest-bearing
account and put out $6 million in arts grants every year,
forever. That would have utterly changed the cultural face
of Madison."
The prickliest aspect of Overture's development was the
planning process. A handpicked committee did the preliminary
work; by the time Overture invited public comment in a
series of town halls, the fundamental questions of siting
and space programming had already been determined.
"Overture did what they had to: give the appearance
that they were listening," Standing says. "But
none of the major decisions were ever up for discussion. And
that was deliberate."
In many ways Overture has actually been quite responsive to
critics' concerns. In addition to design and program
changes--including increasing gallery space for local
artists and the renovation and preservation of the Oscar
Mayer Theatre--Overture added other efforts: Frautschi is
funding countywide arts grants; retiring a nearby theater
consortium's debt; providing funds for the children's
museum; helping the New Loft teen center acquire new space;
and funding a study to set up affordable studio, incubator,
and gallery spaces for local artists.
But for all of Overture's good-neighborliness, it cannot
help being what it is: a powerful private foundation
wielding vast funds. Opponents--noting Overture's use of
city property and the city's use of eminent domain--suggest
that by allowing the privatization of the public realm, the
city has sold out the public trust.
"It's presumptuous to expect that a private gift for a
publicly approved purpose should be treated the same way as
a taxpayer-supported project," Overture project manager
George Austin argues. Frautschi dislikes publicity and is no
urban planner, so he entrusted the job to Austin, a
straightforward and manifestly qualified man who spent 15
years as Madison's planning and development director.
"Overture will add an additional $100 million-plus of
civic and cultural facilities, all of which will be owned
and managed by the public. That's a pretty good deal."
So far Overture has met nearly every complaint with grace,
understanding--and more money. This only fans the fire, as
critics accuse Overture of trying to buy their complaisance.
"I have enjoyed the arts all my life," Frautschi
responds, "and as a lifelong Madisonian, I'm thrilled
to help address a community need and be a major contributor
to a healthy downtown and region." Whether Madison will
say "thank you" to a generous gift given on big
money's terms remains to be seen.
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