DEBORA SHAULIS | On the Scene Targeting young professionals

What's on tap July 17 in Youngstown? A glimpse of local history, snapshots of contemporary art, food and drink, entertainment and, hopefully, greater cultural awareness among the 21- to 50-year-old crowd.
History on Tap will be the first event that's sponsored by the year-old Young Leaders Advisory Board of the Mahoning Valley Historical Society. The evening will begin at 7:30 p.m. at the society's Arms Family Museum of Local History, 648 Wick Ave. Board and museum staff members will give tours of the grand mansion and serve hors d'oeuvres and beverages.
The party will move down the block to Youngstown State University's McDonough Museum of Art for dessert and cocktails, viewing of two photography exhibits, a silent auction of choice goods and a Chinese raffle.
Targeting young crowd
It's not only a night on the town, but a strategic move by YLAB. "History on Tap" fills a gap for young professionals who are looking for entertainment options outside of the bar scene. It raises the profile of the historical society and the McDonough -- cultural cousins that have more than the Wick Avenue corridor in common. Most importantly, it's an effort to cultivate future support for these institutions.
"We're reaching out to young professionals who chose to stay in the Mahoning Valley," says Elizabeth Nohra, 31, the historical society's manager of education and external relations. That means singles, young couples and the married with children crowd.
Talk to any administrator of a cultural arts program, and she or he will tell you that recruiting new generations of members and supporters is a priority. It's a national problem that can be illustrated locally.
Mahoning Valley Historical Society membership fees account for 10 percent, or $40,000, of the organization's annual operating budget. Problem is, the number of members who are under age 50 is "slim," Nohra said. That doesn't bode well for the future.
Changing attitudes
In recent years, while fulfilling grant requirements of American Association of Museums' Accreditation Program, historical society staff created focus groups of both members and non-members and conducted surveys to gauge community perceptions of the operation. The feedback revealed an attitude that the society was for the older, elite segment of the population. People asked for more exhibits and programs concerning local sports and Mahoning Valley issues, not just Youngstown.
That's when the historical society sprung into action.
A teachers' advisory board was established to engage students and schools in the museum. YLAB got started about a year ago as an extension of the historical society's marketing committee. YLAB has 15 members, ages 22 and up, and about 10 of the 15 are very involved, Nohra said.
The historical society is touting the parts of its collection that appeal to younger people. Its photographs will interest those who appreciate retro-style home decorating, Nohra said. Current exhibits showcase the link between favorite local foods and multiculturalism and the role that tradition has played in weddings.
The society also manages the Business and Media Archives of the Mahoning Valley, which began with news film, video, music records and broadcasting equipment from WKBN TV and radio and is expanding as a local media history collection. A major exhibit is planned for 2006 to coincide with the 80th anniversary of broadcasting in the Valley, Nohra said.
History on Tap is a new event that's specifically for this age group, but the society has many events throughout the year for children, families and singles, she added.
Collaboration
Another priority for cultural arts groups is collaboration, because it helps them to reach larger numbers of people. The historical society staff has found colleagues at the McDonough, and they talk weekly, which made collaborating a natural thing, Nohra said.
"I think we have very similar goals in terms of attracting this type of audience," said Angela DeLucia, 34, the McDonough's assistant director. As part of YSU, the art museum does attract younger audiences, namely YSU students. Still, it's clear that the McDonough needs to further establish its identity in the community.
"If I say I work at the museum, people think I work at the Butler," DeLucia said, referring to revered Butler Institute of American Art that's across the street from the McDonough.
As for collaborating on History on Tap, "It's good to let people see two different things and how art and history work together," DeLucia said.
Tickets for "History on Tap" must be reserved by July 12. Cost is $20 plus cash bar. For an extra $5, partygoers may purchase individual memberships in the historical society. Call (330) 743-2589.
YLAB also is sponsoring a "Create A Cocktail Contest" for bartenders. The person who creates a drink that's tied to local history or traditions and gives it a catchy, local, positive name for it will win $100 cash and other prizes. The drink will be unveiled at History on Tap.
XDebora Shaulis is entertainment editor. Write her at shaulis@vindy.com.