Background
WonderRoot was an Atlanta-based 501(c)(3) non-profit arts organization established in 2004. Its mission was to unite artists and the community to inspire positive social change. The organization believed in the transformative power of artists—musicians, photographers, writers, filmmakers, and other creatives—to communicate across language and geographical barriers, thereby fostering global understanding and change. WonderRoot aimed to leverage media resources to implement positive change, positioning itself as a platform where artists could give back to the community that inspired them.
Key Strategic Focus
WonderRoot's strategic focus encompassed several core objectives:
- Providing Production Facilities: Offering Atlanta-based artists access to various production facilities, including a darkroom, digital media lab, gallery space, conference room, performance space, ceramic studio, recording studio, zine library, community garden, and workshops.
- Facilitating Arts-Based Service Programs: Implementing programs that combined artistic expression with community service, aiming to engage artists in proactive community involvement.
- Encouraging Community Engagement: Promoting active participation of artists in local communities through service work, thereby fostering a culture of collaboration and social responsibility.
Financials and Funding
WonderRoot operated with an annual budget nearing $1 million, supported by various funding sources, including grants, donations, and community support. The organization employed a staff of eight individuals.
Pipeline Development
As a non-profit arts organization, WonderRoot did not have a traditional product pipeline or clinical trials. Instead, it focused on developing and implementing community-oriented projects and programs that combined artistic expression with social advocacy.
Technological Platform and Innovation
WonderRoot's technological platforms included:
- Digital Media Lab: Equipped with cutting-edge technology, serving as a resource for filmmakers, designers, and animators.
- Recording Studio: A full-size recording booth that became a favorite spot for many in Atlanta’s music scene.
- Ceramics Studio: Providing space for artists to create and collaborate.
These facilities were instrumental in promoting creativity and collaboration among Atlanta’s artists.
Leadership Team
The leadership team at WonderRoot included:
- Chris Appleton: Co-founder and Executive Director, who played a pivotal role in the organization's establishment and growth.
- Alex West: Co-founder involved in the organization's strategic direction.
- Witt Wisebraum: Co-founder contributing to the organization's mission and operations.
In February 2019, Chris Appleton took a leave of absence following allegations of misconduct. An independent investigation found him innocent of the charges, but he chose to resign. Subsequently, the organization faced financial challenges and ceased operations in December 2019.
Competitor Profile
In the Atlanta arts and community engagement sector, WonderRoot's competitors included:
- STE(A)M Truck: A mobile makerspace that inspired youth to learn Science, Technology, Engineering, Arts, and Math.
- Matchstic: A branding agency headquartered in Atlanta, Georgia, with a revenue of $20.2 million and 105 employees.
Strategic Collaborations and Partnerships
WonderRoot formed partnerships with various organizations to amplify its impact, including:
- High Museum of Art: Collaborated on art exhibitions and community programs.
- MARTA: Worked together on public art installations and community engagement projects.
- Atlanta BeltLine: Partnered to integrate art into urban development projects.
- Atlanta Super Bowl Host Committee: Commissioned 11 artists to create citywide murals focused on Atlanta’s civil rights and social justice narratives in the lead-up to Super Bowl LIII in 2019.
Operational Insights
WonderRoot's operational considerations included:
- Community Engagement: Fostering a culture of collaboration between artists and the community.
- Sustainability: Ensuring financial stability through diverse funding sources.
- Program Development: Creating and implementing programs that combined artistic expression with social advocacy.
Strategic Opportunities and Future Directions
Following its closure in 2019, the WonderRoot website was reactivated by CultureFrontier, an organization with goals that align with WonderRoot’s original mission. CultureFrontier explores the world of Art, History, Folklore, Philosophy, Literature, and Culture from scholarly perspectives, continuing the legacy of community engagement and artistic collaboration.
Contact Information
- Website: wonderroot.org
- Social Media: Facebook
- Headquarters: 982 Memorial Drive SE, Atlanta, GA 30316, USA
