BREAKING: United Arts' ArtsFest cancelled for 2013



Flora Maria Garcia, new CEO of United Arts
  • Flora Maria Garcia, new CEO of United Arts

With the departure of events manager Cory Warren earlier this year, we'd been wondering what would happen to ArtsFest. Now we have an answer (sort of).

Orlando Weekly has obtained an email -- it, uh, wasn't difficult, even though we weren't included in the (visible, not blind) CC list; we're JUST THAT GOOD -- sent by United Arts of Central Florida's new CEO, Flora Maria Garcia, with the subject line: "Suspension of ArtsFest for one year." Garcia would like to "allow our new Marketing Task Force to evaluate the effectiveness of the event over the summer."

ArtsFest, as you of course already know, is UA's annual month of cultural events presented free to the Central Florida public.

Full email below.


From: Flora Maria Garcia <>

Date: June 15, 2012 12:02:28 PM EDT

Subject: FW: Suspension of ArtsFest for one year

Members of the Cultural Community:

I wanted to let you know of our decision to suspend ArtsFest for one year to allow our new Marketing Task Force to evaluate the effectiveness of the event over the summer.

My reasoning for holding off on this event for one year is as follows:

1.       Based on my discussions thus far with UA staff, members of the cultural community and donors there is a sense that the event has lost its focus, is not tied to the United Arts brand, and raises no funds.

2.       We as yet do not have a Presenting Sponsor; our past sponsor has stated that it would like to reduce its funding and that the event needs to be updated.

3.       We no longer have an Events Manager and current staff has had to pick up the slack—I’d also like to evaluate the need for an Events Manager.

4.       We are not clear on UA’s direct impact on attendance to ArtsFest events due to the way attendance is calculated.

If you feel strongly one way or another about this decision, please let me know.  We will collect your comments and share with the Task Force.

We will keep you posted once the Marketing Task Force has made its assessment and recommendations.


Flora Maria Garcia

President & CEO

United Arts of Central Florida

2450 Maitland Center Parkway, Suite 201

Maitland, FL 32751

P: 407.628.0333 x225

F: 407.628.9110

T H E Arts M A T T E R

For our children – for our economy – for our community.


June 1-17, 2012: Express yourself. Generously. Perform an act of philanthropy by giving forthe arts at


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