We recently spoke with Julie Richard, CEO of the Sedona Arts Center, about the organization’s growth, its impact on the community, and the future of the arts in Sedona.
Q: Tell us about the Sedona Arts Center and its role in the community.
Julie: The Sedona Arts Center has been part of the community since 1958, and over the years it has evolved quite a bit. One thing that has remained consistent is our commitment to arts education through classes and workshops. When I arrived about five years ago, the focus was mainly on the school, the gallery, and events like the Sedona Plein Air Festival, which will celebrate its 22nd year in 2026.
Since then, we’ve expanded significantly. We now host special exhibits year-round, including national artist calls and invitational exhibits. We’ve also expanded our programming beyond Sedona into other Arizona communities with exhibits, performances, and special events.
Q: What is the Celebrate Sedona program?
Julie: Celebrate Sedona is one of our community event series tied to exhibit openings. We often describe it as a “party in the parking lot.” We close off the space outside the Art Center, bring in live music or a DJ, offer food and drinks, and invite the featured artists to interact with guests.
Many of the artists travel from around the country to attend, so it creates a wonderful opportunity for the community to meet artists in a relaxed and fun environment.
Q: You’ve introduced several new programs. Tell us about one of them.
Julie: One of the programs I’m especially proud of is the Sedona Entrepreneurial Artist Development Program. It began with USDA funding and is now supported by foundations, Coconino County, and OneAZ Credit Union.
The program is designed to teach artists the business side of being creative professionals. We bring in successful artists to share their experiences, and our staff provides guidance on marketing and strategic planning. At the end of the program, participants submit a business plan, and those who complete the requirements receive a $500 stipend to help launch their ideas.
Q: Who does the Sedona Arts Center primarily serve—locals or tourists?
Julie: It’s really a combination of both. We welcome about 20,000 visitors through the gallery every year, and most gallery sales are to tourists visiting Sedona. But our school programs are heavily supported by local residents.
We have hundreds of local students participating in classes annually, along with people coming from nearby communities like Flagstaff, Camp Verde, and Prescott. Our workshops also attract artists from all over the country.
Q: How often do exhibits change?
Julie: Our main exhibit space rotates shows about every six weeks. We also have an upper gallery featuring work from more than 100 artists throughout most of the year. About 70 percent of those artists are from Arizona, while the rest come from neighboring western states.
Q: What led you to a career in arts administration?
Julie: I’ve been leading arts organizations for nearly 30 years. My educational background includes psychology, music, and a master’s degree in business focused on arts administration. I started in opera organizations and later transitioned into broader arts council and nonprofit work because I’ve always loved visual art as well.
I’ve always been interested in all forms of the arts—music, dance, theater, and visual arts—so this role really combines all of those passions.
Q: Why did you choose Sedona?
Julie: Honestly, the Sedona Arts Center itself drew me here. I had visited Sedona many times while working in Phoenix and was already familiar with the organization. Later, while I was running the state arts agency in Maine during the pandemic, a friend encouraged me to apply for the CEO position here.
I interviewed shortly after the Plein Air Festival and moved to Sedona soon after accepting the position.
Q: What do you enjoy most about your role?
Julie: I truly feel like this is where I’m meant to be. It’s incredibly rewarding to help grow the organization and expand what we offer the community.
One program I especially love is Gallery 928, which pairs high school students with professional artists to create public art. It gives students valuable experience, mentorship, and even summer employment opportunities.
Q: What do you enjoy outside of work?
Julie: I’ve always loved hiking, and my husband and I enjoy traveling and exploring nature together. During the pandemic, I also began creating visual art myself through mixed-media collage and art journaling. That became a wonderful creative outlet for me.
Q: What does the future look like for the Sedona Arts Center?
Julie: The future is very exciting. Soon after I arrived, we developed a strategic plan and campus master plan to improve the property and expand opportunities for exhibitions and events.
We received a $100,000 USDA grant to help support improvements, and we’re currently working with architects to reimagine portions of the campus and make better use of the incredible views surrounding the property.
There’s a growing need in Sedona for more exhibition and event space, and we’re excited to continue expanding our role as a creative hub for both the community and visitors.
