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Epicenter for the arts
Mixed media convention comes to town Aug. 22 to 24

by Emily West

Even though Pleasanton's downtown includes several art galleries and the city has broken ground on the new Firehouse Arts Center, not many would know that downtown is the epicenter of a 2,000-plus-member arts organization. A bevy of artists, art lovers and industry professionals will soon descend upon the city as a part of what hopes to be an inaugural festival.

It all began when Pleasanton resident Chelise Stroud Hery joined an online art group. Creating mixed media works outside of her full-time job, Stroud Hery found her medium of choice wasn't well received with the other artists. So instead, she started a private group of her own.

"It became wildly popular right away," she said. "Within the first six months we closed it because we realized we were going to have to do something to expand."

Seeing the opportunity, Stroud Hery decided to leave her full-time job and invest her savings to create the ZNE, which is the shorter and easier to spell version of "variazione," which is Italian for variety. While not an exclusive club, the collection of artists represents mixed media and beyond. Memberships are available and open to anyone, as they help augment costs and help in philanthropic ventures.

"When we opened to the public three years ago we had 130 founding members," Stroud Hery said. "The group now has over 2,000 members worldwide.

Members stay connected through a website that is humbly run out of Stroud Hery's single-family ranch home in Vintage Hills. ZNEart.com is home to artist blogs and galleries, an online shop, tutorials and more--all displayed in a fashion true to the group's preferred medium.

The site is currently bustling with information about their first big event: ZNE ConvenZioNE.

"From the beginning we talked about doing some kind of convention," she continued. "We have very talented members who were excited about the potential for meetings."

Taking place Aug. 22 to 24, the event includes 15 workshops by 11 instructors from as far as Minnesota, North Caroline, Tennessee and Oregon; a vendor fair; 12 merchant galleries; a film screening and more. Michele Beschen, host of "B. Creative" on Home and Garden TV (HGTV) and the Do It Yourself (DIY) networks, will serve as emcee for the weekend.

In putting the convention together, Stroud Hery thought it was important to have it based in Pleasanton.

"When we first started talking about doing a convention, people said 'let's do it in Vegas,'" she said. "A fire wasn't lit under me. I wanted to do it here. It's an extraordinary community to bring people into. It's close enough to San Francisco if they feel a need to tag that on."

With several local businesses involved, participants will start the festivities downtown and be encouraged to explore and shop. While not a part of the event, the Pleasanton Downtown Association supports the idea of making Pleasanton a destination for a large group of people.

"We love it when people love their hometown enough that they want to showcase it to others," Nickie Hoppe, PDA event coordinator, said. "The concept is wonderful. Kicking off the first day by coming downtown and directing them to downtown is a win-win for everybody."

During difficult economic times, events like these drawing people to the heart of Pleasanton could give the local economy a boost now and in the coming years. With planning for next year's event already under way, early popularity for the next event has led them to hosting at the Alameda County Fairgrounds.

"We definitely saw [working with local businesses] as a win-win," Stroud Hery said. "I have a day where I'm bringing hundreds of interested and excited customers."

She hopes the nationwide exposure will help make her beloved city a vacation destination and also attract unknowing residents from the Tri-Valley and beyond.

While much of the events are open to members only, the group has always had open membership. Membership fees range from $25 to $50 and the event registration is $250. Workshop fees are not included in registration and range from $50 to $100. Scholarships are also available.

"It is structured to be affordable for as many people as possible," Stroud Hery said. "To have a three-day event with meals, celebrities within reach and these full-day workshops from renowned artists priced around $350--it's unheard of for an event like this."

To learn more about the ZNE, visit www.ZNEarts.com. For details on the convention and to register, visit www.ZNEcon.com.

**SIDEBAR**

ZNE ConvenZioNE schedule

Aug. 22

* Registration

* Group lunch

* Bella Galleria Events including ConvenZioNE Gallery Show, book signings and more

* Evening film screening of 1,000 Journals at Amador Theater, 1155 Santa Rita Road

Aug. 23

* Workshops all day

* Group dinner at Blue Agave Club

Aug. 24

* Art, Paperie and Pleasantries vendor faire

To register, visit www.ZNEcon.com.