Luke Armstrong is in the midst of completing a facelift. Fair warning: he's never worked under the knife, favors knit cardigans to scrubs, and has no expertise in the medical field whatsoever.
A botched procedure, this is not. Instead of erasing wrinkles and chiseling cheekbones, Armstrong is restructuring Cali Commons to become the starting point of a local renaissance. In January 2018, the organization's antiquated midtown building ceased being a pseudo-gallery and co-working office, and shifted focus to become a base for artists, makers, and performers looking for a collaborative creation space. Think of it like a club for grownups, only way cooler.
"Cali Commons is now a marketplace for people who want to pursue multiple things and test ideas with other talented artists and entrepreneurs," Armstrong says. "It's about growing a common network and helping one another find some fulfillment."
The corner of California and 40th streets is not new to Omaha creatives. It's been a home for them since Armstrong and his roommate, Molly Nicklin, bought what was once a grocery store and turned it into a co-working office in 2013. Like any good artist, inspiration struck and it was time to switch up the organization’s business model.
This new and improved Cali Commons boasts access to shared spaces for events, cutting-edge technology that includes everything from live-streaming cameras to editing and marketing software, and a staff of agents who will help sell and promote work. Ideally, Armstrong hopes to recruit 40 to 50 members, asking they pay a $90 monthly fee for membership.
"The greatest benefit of being a member is working in a community of like-minded creatives who aren't necessarily in the same field but share an interest in collaborating and assisting with other members' projects," says Christopher Vaughn Couse, local visual artist and member of Cali Commons.
To build this network of burgeoning creators, Armstrong started a year ago by recruiting those he has met while operating Cali Commons as a gallery. Next, he and his staff began employing grassroots marketing tactics, passing out literature espousing the benefits of membership. In an effort to contact key demographics, the organization plans to attend networking events to reach more business-minded creatives, such as graphic designers or software developers.
Together, the 40 to 50 members will form the Uncommon Core, a group that works together to launch engaging products, services, and experiences while growing their own income. Each member has a reserved spot on a shared gallery wall at Cali Commons, where they can display work, ideas, or innovative merchandise.
"My hope is this experiment proves that an engaged group is more valuable than any individual working on their own," Armstrong says. "If it proves successful, maybe this is something that can be replicated elsewhere."
Another benefit for members is the interior of the building has been designed to aid in holding myriad events, from skill-development classes and lectures to pop-up art shops. Cali Commons also hosts collaborative and competitive art nights once or twice a month.
"Members have access to events, material resources, everything they need to do something new," Armstrong says. "Sometimes people just need permission to explore multiple things, and here, you'll get that.”
Visit calicommons.com for more information.
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This article was printed in the February/March 2018 edition of B2B.
