News & Stories

Creative Capital Brings Workshops to Artists in Seven Cities Though Ongoing Partnership with Tequila Herradura

October 9, 2014

Creative Capital is pleased to announce the second year of a partnership with Tequila Herradura that will enable Creative Capital's acclaimed Professional Development Program (PDP) to bring career- and community-building tools to nearly 200 artists in seven U.S. cities. With a generous $70,000 contribution to the organization, Herradura will underwrite Creative Capital workshops in cities participating in its Herradura Barrel Art Collection Program: Atlanta, Austin, Chicago, Los Angeles, Miami, New York and San Francisco.

Developed by artists for artists, Creative Capital's Professional Development Program empowers artists to think big and gives them the tools they need to sustain their practices. Since its inception in 2003, the program has reached more than 8,000 artists in 375 communities through workshops and webinars. Praised by past participants as "transformative" and "life-changing," the program covers a wide range of topics including strategic planning, financial management, fundraising, marketing and community engagement.


"We are so grateful to Herradura for their continued support of our Professional Development Program," says Ruby Lerner, Creative Capital's President and Executive Director. "This partnership will not only allow us to strengthen the careers of the artists who participate in the workshops, but it will also enrich the cultural community in each of the cities we reach."


"Tequila Herradura and Creative Capital share a strong commitment to the arts and advancing the careers of artists. We look forward to continue to forge close ties with the art community," said Liz Edwards, Sr. Brand Manager, Tequila Herradura.


The Herradura Barrel Art Collection Program challenges artists to transform an empty oak tequila barrel into an original work of art. The 10 participants in each city will compete for cash prizes of $10,000 for first place, $3,000 for second place and $1,000 for third place. The artists will also be ensured a spot in the Herradura-sponsored workshop taking place in their city.


"Eleven of the 70 artists competing in this year's barrel art competition are alumni of Creative Capital's Professional Development Program," said Alyson Pou, the program's Director. "This is especially exciting for us since last year's grand prize winners, Micah and Whitney Stansell, took a Creative Capital workshop in Atlanta in 2012 and credit that workshop with encouraging them to apply for more opportunities like the Herradura-supported competition."


Micah and Whitney Stansell added, "It's amazing that a brand like Herradura supports artists in such a dramatic and positive way."


See below for full details on the Herradura-supported workshops and competition artists.


About Creative Capital

Creative Capital's pioneering approach, inspired by venture-capital principles, surrounds adventurous artists in all disciplines with the tools they need to realize their visions and build sustainable practices. Since 1999, Creative Capital's awards program has committed more than $30 million in financial and advisory support to 419 projects representing 529 artists, and its Professional Development Program has reached 8,000 artists in more than 375 communities. For more information, visit


About Tequila Herradura

Tequila Herradura is an ultra premium 100% agave tequila crafted using traditional production methods. Casa Herradura uses only the most mature blue agave and artisanal methods, such as slowly cooking the agave in traditional clay ovens and fermenting naturally with wild yeast. Casa Herradura has been hand harvesting, handcrafting and estate bottling fine tequilas from the small town of Amatitán, Jalisco since 1870. For more information, visit



  • January 10, 2015, Austin, TX: Strategic Planning Workshop, hosted by The Contemporary
  • January 31, 2015, Los Angeles, CA: Financial Literacy/Funding Your Work, hosted by LACE
  • February 1, 2015, San Francisco, CA: Strategic Planning/Funding Your Work, hosted by Southern Exposure
  • February 7, 2015, Atlanta, GA: Artist Community Engagement, hosted by Flux Projects/PushPush Theater
  • February 28, 2015, New York, NY: Marketing/Internet for Artists, hosted by Creative Capital
  • March 2, 2015, Miami, FL: Financial Literacy, hosted by Miami Dade Dept of Cultural Affairs 
  • March 28, 2015, Chicago, IL: Strategic Planning/Funding Your Work, hosted by 3Arts


  • Atlanta, GA: Stephanie Dowda, Michael Haverty, Gregor Turk, Martha Whittington
  • Austin, TX: Jaelah Kuehmichel
  • Chicago, IL: Connie Noyes
  • New York, NY: Kate Fauvell, Joshua Gabriel, Phoenix Lindsey-Hall
  • San Francisco, CA: Todd Berman, Suzanne Huskey

Press inquiries: Contact Jenny Gill, Director of Communications, [email protected], 212-598-9900 ext. 238.



Back to Listing