Meet Cassina Farley | Executive Director of a non-profit Art Center

We had the good fortune of connecting with Cassina Farley and we’ve shared our conversation below.

Hi Cassina, what habits do you feel play an important role in your life?
-Saying yes first and figuring it out later.

-Keeping my word and operating with integrity.

-Talking to people directly and asking for what I need.

Let’s talk shop? Tell us more about your career, what can you share with our community?
Originally I was a cook and restaurant manager. Before I was 30 I managed 5 different restaurants in the Patagonia/ Sonoita area. I volunteered for several non profit organizations and helped establish a low power non profit radio station in Patagonia (KPUP 100.5 FM) When I moved on from the restaurant industry, I worked a low key job at a health food store. This was a rewarding job in that I really got to know the community better and began to foster relationships with other groups and organizations. One in particular was the Patagonia Creative Arts Association. First serving on the sustainability committee, and then taking over the reigns as director I entered the organization at a turning point. PCAA was stuck in a rut. We provided the basics of our mission- art education but lacked engaging programming for the community as a whole. Slowly I built. First I needed more funding and not having a grant writing back ground was a problem so I enrolled in a grant writing program at Cochise college. Once completed I sought out grants and relied on the mentorship of the local librarian Abby Zelter. Abby taught me to simply ask for what I wanted. Not to get to mired down with details. She taught me to be concise. This style of grant writing wasn’t encouraged in my classes but much to my delight it paid off. My first mission was to bring to life the Patagonia Movie House. PCAA had a theater but to add a movie screen would expand our ability to earn revenue via ticket sales and would greatly expand our bottom line. This was accomplished in 2014 and then the next hurdle was reliable heating and cooling. With the help of a volunteer grant writer we were able to install 2 heating and cooling units making our theater a year round offering for the community. With the theater generating money for the organization I was able to expand our programming to kids and adults. My mission was to collaborate with a many area non profit in our area. Art and Ecology classes were designed for middle school aged kids with Borderlands Restoration Network, Art Shows were hung at the Patagonia Museum, Literacy through the arts programming was continued with the local library. I co-created an art program for developmentally disabled adults with the Santa Fe ranch and Santa Cruz Training program. Combined with these supplemental programs PCAA has three after school programs plus a month long arts based summer camp and many theater related events and opportunities for kids as well as adults. In 2018 due to budget cuts in our school district PCAA stepped up and offered an arts curriculum to the Patagonia School district. For 6 years we have provided arts education to the students of the Patagonia schools. This by far is my proudest accomplishment. We were able to keep the door open for the arts at a time when it may have gone away. One of the biggest lessons Ive learned along the was is to just say yes. I may not know how just yet, but Im willing to figure it out. I went into this with some management skills and a strong work ethic. I am now a director of a non profit that is a pillar of my community. It is a gathering place for many.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Id pack up an ice chest and take them on a drive to San Rafael Valley through the back roads- a place where I consider to be sacred ground. After a day of driving the back roads we would adjourn to my little house nestled on McKeown Ave and walk to the Wagon Wheel bar for dinner. Beyond that we would spend our time wandering our little town enjoying all the quiet beauty Patagonia has to offer.

Who else deserves some credit and recognition?
The Patagonia Creative Arts Association and the caring community of Patagonia, Arizona and one stand out person, Abby Zeltzer who helped me when I really needed it.

Website: www.patagoniacreativearts.org