by Catie-Reagan King
This October, artoberVA turns ten. That’s ten years of murals and music, plays and poetry, galleries and gatherings. Ten years of Richmond and the Tri-Cities showing off just how creative, bold, and welcoming this region really is.
When the idea for artoberVA launched in 2016, it was a bit of a leap. Could one month-long celebration really bring together dozens of arts and cultural organizations, independent artists, and creative businesses under a single banner? Could it encourage people to step outside their usual routines and explore a performance, gallery, or neighborhood they hadn’t experienced before?
Now in its tenth year, the answer is a resounding yes. Each October, the region transforms into one big invitation to explore. The calendar fills with over a thousand experiences: theatre performances, concerts, exhibitions, film screenings, workshops, community festivals, and more. It’s the one time of year when the sheer size and variety of our cultural ecosystem is impossible to ignore.
But artoberVA has never been about just filling a calendar. It’s about connection. It’s about making sure people feel like the arts are for them. And this year, on its 10th anniversary, artoberVA is leaning even harder into that idea with something we believe is transformative: Pay-What-You-Will programming, which includes programming from fan favorites such as The Branch Museum, Gallery5, Richmond Symphony, Studio Two Three, and Virginia Rep among others.
Here’s how it works. Instead of a fixed ticket price, audiences decide what they can or want to pay. That might mean five dollars, twenty dollars, or nothing at all. What matters is that the doors are open. The message is clear: cost should never be a barrier to experiencing the arts.
That might sound simple, but it’s revolutionary. Too often, cultural events are perceived as exclusive, or worse, out of reach. Pay-What-You-Will flips that script. It says, “Come as you are. Bring what you can. You belong here.”
Imagine what this could mean for a family who wants to bring their kids to a live performance but worries about ticket prices. Or for a college student curious about a new art form but hesitant to spend their limited budget. Pay-What-You-Will opens doors that might have stayed closed, and once people get in the door, that first experience often leads to many more.
Of course, accessibility has always been part of artoberVA’s DNA. From day one, artoberVA has reached beyond Richmond’s city limits, highlighting events in Chesterfield, Henrico, Hanover, the Tri-Cities and beyond. This year, the 4th annual Artoberfest in Petersburg is another step forward. It’s a free, community-wide celebration at the Petersburg Harbor at Trapezium Brewing that includes food, music, art, neighbors, and families coming together without barriers.
There’s also the very first Arts & Culture Summit, a gathering designed to bring artists, arts and cultural organization leaders, and community partners into the same room. Think of it as a chance to trade ideas, spark collaborations, and dream bigger together. It’s a sign that artoberVA isn’t only about audiences showing up to events; it’s also about strengthening the creative ecosystem from the inside out.
All of this matters because the arts aren’t just entertainment. They’re essential. They build bridges across cultures. They spark conversations that help us understand one another. They draw people into neighborhoods they may not have visited before. And yes, they generate a ripple effect for the economy. When someone attends a play, chances are they’re also going out to dinner nearby. When a family heads to a festival, they often stop for ice cream or shop at a local store. The arts fuel local businesses as much as they fuel our imaginations. Nonprofit arts and culture are an annual $329 million economic engine in our region.
But the value of artoberVA can’t be measured only in dollars. It’s in the moments. It’s the little girl who sees herself reflected in a painting for the first time. The couple that stumbles upon a free outdoor concert and dances under the stars. The neighbors who meet at a festival and end up as friends. That’s the heart of it. That’s why artoberVA matters.
So, here’s our invitation to you: come out this October. Try something you’ve never tried before. Visit a neighborhood you haven’t spent time in. Take advantage of Pay-What-You-Will programming. Bring a friend. Introduce your kids. And let yourself be surprised by what you find.
artoberVA has spent ten years proving that the arts are for everyone. The next ten years can make sure that promise becomes permanent. The stage is set, the calendar is full, and the doors are open. All that’s missing is you.
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