Shine the Spotlight on the Emerging Arts District in South Bethlehem

From Phase to Steel Town

Story of Sam and Gina Masotto of 'Tony n' Tina's Nuptials' Highlights Impact of the Arts on Economic Development in Bethlehem

By Marker Demko, Senior Director of Communications When Sam and Gina Masotto first stepped human foot in Bethlehem in the wintertime of 2012, they were surprised by what they discovered. Living in the Big Apple at the time, the husband-and-wife duo were the stars of Tony n' Tina's Wedding, the longest-running Off-Broadway show in history, which was making its premiere at the ArtsQuest Center at SteelStacks. While the couple didn't expect they'd be visiting a rundown steel town, they too didn't anticipate finding annihilation that resembled the mix of arts, culture and dining establishments they found in some of the larger cities in which they performed. "I was happy that something (like this) exterior New York City was so amazing," says Gina, who played the energetic and loveable bride, Tina. "I was like, 'Wow, we don't take to sit down in traffic' and 'Information technology's a wonderful identify.' We're happy to exist here and notwithstanding be exposed to art; information technology's a actually large deal to us." An assistant brewer at Newburgh Brewing Company in Newburgh, N.Y., Sam was looking to open his ain microbrewery, a career movement that had them considering New Jersey, New York and other locations on the East Coast. "Gina and I were really considering three places and this was i of them," he recalls. "Information technology was a working class, really huge-potential area that had already sort of come up up (on our radar) and merely seemed like information technology needed a niggling brewery like this. We came through, we were in beloved with the SouthSide here and that was it." Masotto, who played the groom, Tony, in Tony north' Tina'southward, says SteelStacks factored heavily into the couple's decision to settle in southward Bethlehem. "It was a big office of our business program and a huge consideration for Gina and me to motility hither," he says. "Information technology was Bethlehem or bust, and then information technology really became SouthSide or bosom. "Nosotros were really, really looking for property on this side of town, with ArtsQuest being a big role of that because it brings people here (all the time), not just during Musikfest, Oktoberfest and Christkindlmarkt." Launching the Dream In late July 2016, after more than than 18 months of planning, the Masottos launched their new Bonn Place Brewing Company, located on Taylor Street, merely a few blocks from SteelStacks. Although they didn't take the building 100-percent finished, they decided to open up in the days leading up to Musikfest to effort and take reward of the potential crowds that might come with the festival. "At that place was absolutely a bump…," Sam says. "I'd be curious to encounter what this year is like; I'd also be curious to encounter if we could make enough beer to sustain that (crowd), because last year was pretty crazy in hither and we had only opened." While Bonn'southward welcoming temper and unique beer selections are undoubtedly a huge draw, the microbrewery is just 1 example of how the urban center's SouthSide has really started to flourish in recent years cheers, in large role, to the vibrant cultural scene. In addition to the Masottos' bar, other new businesses and buildings that have taken agree in the neighborhoods next to SteelStacks include the Social However, a distillery that was the first project completed on the SouthSide as part of the City Revitalization & Improvement Zone; the new Lehigh Valley Charter High School for the Arts; and St. Stanislaus, an artists' housing evolution that opened in 2014 and now has a waiting listing for artists. "The impact SteelStacks has had on tourism and economic development has been very noticeable," says Bethlehem Mayor Robert Donchez. "The number of people visiting the campus on an almanac basis has grown, and the number and types of events and programs speaks volumes. "The World Cup Soccer viewing events - both men's and women's - drew thousands, every bit did the viewing of the Papal visit to Philadelphia. The setting also made it the perfect place for the Urban center to hold its 275th community celebration." A Bright Future While South Bethlehem has seen potent growth over the by few years, the transformation of the SouthSide doesn't wait to be ending anytime before long. Other projects that have recently gotten underway include the Greenway Eatables apartments on Tertiary Street, likewise as the Greenway Park building at Tertiary and New streets, which will include retail space, St. Luke'southward Academy Health Network medical offices and Lehigh University advancement offices. "Studies by Americans for the Arts have shown that the arts generate more than $135 billion in economic activity across the nation every twelvemonth," says ArtsQuest President and CEO Kassie Hilgert. "As a community-based arts and cultural organization, we take long focused on using music and fine art to assist spur economic development, promote tourism and draw people to the city's downtowns. "The growth on the SouthSide in contempo years has really helped to highlight the businesses and restaurants that are there, as well as shine the spotlight on our emerging arts commune. Information technology'due south also having a very positive impact on area artists, providing new opportunities for them to support their livelihood through launching businesses and opening studios. The investment that the city, the canton and so many others take made in South Bethlehem over the years is truly paying huge dividends for everyone." John Brown, the county executive for Northampton County, says the creative and financial labors that helped to build SteelStacks take made information technology an important economic engine and a valued community resource. "So much time and talent has come together to attract more visitors to our canton for longer stays, which supports the local economies of the many municipalities surrounding the surface area," Dark-brown says. "It is providing more numerous and interesting entertainment opportunities for county residents and for our neighbors in the region, making the arts and entertainment aspects of the county more vibrant. "Northampton County spent $two million - $1 million each for ArtsQuest and PBS39 - at SteelStacks over 10 years, investing in a project that we experience has returned many times the value in population growth, both locally and with visitors, broadening and enriching our culture heritage, encouraging economic growth and alluring businesses, every bit well as building local and regional pride." The Power of the Arts Since opening Bonn Place vii months ago, the Masottos say they have seen their business grow steadily, thanks to both dedicated locals and many out-of-boondocks visitors dropping in. Stop by on any given nighttime and y'all'll find guests quaffing exquisite IPAs, flavorful bister ales and even unique seasonals like the tiramisu-inspired Nonna Rosalia. "Every time nosotros wait at our numbers it just keeps getting busier and busier, and we practise think it's because of the local community," Gina says. "We do have regulars, but I tin can't tell you the number of times we've had someone come up in and say, 'Oh, I'k seeing a evidence at the Stacks' or 'We were simply walking around and…saw the building and we thought we'd stop in.'" For the Masottos, the decision to settle on Bethlehem's SouthSide has been ane of the best investments they've ever made. The couple says the city was cracking to piece of work with when they were starting the business, while the people who alive here really make the area special. Plus, there's an arts and entertainment district only a few blocks away that they visit throughout the year for things like screenings at the Frank Banko Alehouse Cinemas, the free Levitt Pavilion summer concert serial and even the PEEPS Chick Drop on New year'due south Eve. Gina says that if there's one thing that people and prospective business investors from outside the surface area may not realize about Bethlehem, it'southward how wonderful the city truly is. "I remember they underestimate it," she says. "They're like, 'Oh, y'all know, it'due south a little steel boondocks' and it'due south not that at all. "That'southward what we thought it was. We thought, 'Oh, we're headed to some other gig in the middle of nowhere,' and that's non how it is. Bethlehem is a actually vibrant and welcoming community."

Equally ArtsQuest's programming at SteelStacks has grown over the past 5 years, so has the SouthSide'south business district, and our ArtsQuest Members play a huge part in all of this. Help united states of america go on our piece of work in the community by becoming a member today by filling out the enclosed envelope or joining at artsquest.org/members.

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Source: https://www.artsquest.org/from-stage-to-steel-town/

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