Story & Lesson Highlights with Frank Juárez of Sheboygan

We’re looking forward to introducing you to Frank Juárez. Check out our conversation below.

Frank, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: Have you stood up for someone when it cost you something?
I have stood up for students and artists in the past and continue to do so today. In my experience, artists tend to be taken advantage of. You might have seen, heard, or read about artists being solicited for art donations for a fundraiser and guaranteed exposure. As the saying goes, exposure does not pay the bills. How about an artist being commissioned for a work of art, later to find out that the last payment is delayed for no apparent reason? Or, a muralist’s work being used for financial gain without the consent of the artist or even compensation.
Advocacy is one of the most effective ways to address those difficult conversations. Unfortunately, there are many that still need to be educated on what is acceptable and what is not.
We need to do what is right. Ultimately, we need to take care of each other.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hello! My name is Frank Juárez.

I am an award-winning art educator, curator, artist, and arts advocate based in Sheboygan, Wisconsin. I am known for my commitment to art education, elevating contemporary art and supporting Wisconsin artists, I have spearheaded numerous initiatives, including the Midwest Artist Studios Project and the 365 Artists 365 Days Project. In addition to my roles as publisher of Artdose magazine and editor-in-chief of SchoolArts magazine, I curate exhibitions and jury art shows throughout the Midwest. My dedication to these fields have earned me numerous accolades, making me a pivotal figure in Wisconsin’s art community. In addition to these roles, I am the Art Department Chair at Sheboygan North High School, Chair of the National Art Education Foundation (NAEF), board member of the Bergstrom-Mahler Museum of Glass, and committee member of the Carroll University Wisconsin Art Collection Advisory Board.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What’s a moment that really shaped how you see the world?
From 2008 – 2010, I participated in a program called TICA (Teacher Institute in Contemporary Art), founded by Phil Baranowski. TICA was such an impactful program that put high school art educators back into the studio. Throughout the week-long program, educators met contemporary artists, Richard Tuttle, Charlene Von Heyl, the late Thomas Nozkowski, Amanda Ross Ho, Matthew Ritchie, Mark Dion, and Michiko Itatani, to name a few; which resulted in 1-to-1 critiques during our studio time. Having access to this caliber of artists was life changing in so many ways. TICA gained the interest of art educators from across the country, wanting to be a part of this special art experience.

In what ways can I enrich my creative life with other art experiences?

TICA opened my eyes to the world of possibilities. It was through this program that I realized that there is more to life than teaching. Ultimately, sparking my curiosity. Programs like this are vital to the work we do as art educators. Creating a space where we can express ourselves without the distraction of life is one of the best ways to experience the world through a different lens – a creative professional development for the soul.

Was there ever a time you almost gave up?
In 2011, I opened EFFJAY PROJECTS (later became the Frank Juárez Gallery) in Sheboygan, Wisconsin. The premise of this gallery was to show contemporary art in a community that was known for local traditional art. Having had a couple years of gallery experience, I felt confident to turn this idea into a reality. Little did I know that it immediately became work. The financial stress became unbearable. When I filed my taxes and saw the numbers that first year, I immediately wanted to give up. I do understand that running a small business is work and a profit is necessary to stay in business, but I entered it with the wrong mindset.

Rather than giving up, I used this as a learning experience. Asking myself, “ What have I learned, what I will do differently, and how can I make this enjoyable?” This presented a path to explore. Taking each opportunity as it presented itself, allowed for continual assessment and growth. By being honest with myself, it led to creating a foundation that has sustained through multiple obstacles and challenges. In 2017, I relocated the Frank Juárez Gallery to the Historic Third Ward in Milwaukee, Wisconsin, which I closed in 2019. This time, I knew deep down that my heart was no longer in it. I wanted to invest my time, resources, and energy into nurturing something else that was fulfilling – Artdose magazine.

Sure, so let’s go deeper into your values and how you think. What’s a belief or project you’re committed to, no matter how long it takes?
I created Artdose in 2013. Back then, it was a quarterly art guide that promoted the visual arts in Sheboygan. After a couple of years, it expanded to Sheboygan County. Finally, expanding throughout the state of Wisconsin. The publication underwent its fair share of iterations before becoming what it is today, Artdose magazine (2019). In 2023, it expanded regionally to Illinois, Iowa, Michigan, Minnesota, and Wisconsin. We are projecting another expansion in 2028. This upcoming milestone will celebrate our 15th year as a Midwest art magazine.

Artdose encompasses everything that I believe in – visual arts, education, inclusion, community, and advocacy. The original mission was to connect and support the visual arts in Wisconsin. Today, that mission has expanded to include bringing diverse and underrepresented voices to the table, resulting in designing new initiatives, exploring ideas, embracing collaborations, and building partnerships to advance its newest mission.

In 2032, I am planning on retiring from teaching. My retirement will transition smoothly into running Artdose full-time. I would love to see more art in person, attend exhibitions and events, present at conferences, etc. I am truly blessed that I have a strong support system. Being committed and present helps maintain the momentum needed to keep this publication going.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What is the story you hope people tell about you when you’re gone?
I love this question! This reminds me of when I read The Artist’s Guide by Jackie Battenfield. In her book, she had a variety of exercises that encouraged readers to reflect on what it means to be an artist. One of the exercises was to write an obituary. At first, I thought it was weird to think about death, in my early 30s. Then, I realized that it was the perfect way to carve the path I want my life to lead.

I started to think about other aspects of what it means to live a life in art. This piqued my curiosity more. There is the business side of art, curation, writing, creating, selling, and so on. Not having a background in business or arts management did not stop me from experimenting, learning, failing, and taking risks, both big and small. The way I learn is to dive head first into the unknown and figure things out along the way. In my 30s, I would say yes to every possible opportunity. Now, I have reached a point in my career where I can be selective. This has allowed me the freedom and space to share my experiences, resources, and time with others. I want to see others succeed by following their passion – whatever it may be.

Following my passion and pouring everything I have into it has been rewarding on so many levels. I have learned that there are no shortcuts to success. Success has to be earned and shared. Building and maintaining professional relationships have been key to my personal and professional growth.

I would like to be remembered as someone who truly cared about others, wanting them to find that ‘joy’ in their lives.

Contact Info:

• Website: https://artdosemagazine.com, https://frankjuarez.net
• Instagram: @artdosemagazineweekly, @artdosemagazine

Image Credits
Photo credits: Frank Juárez, Dannielle Arneson, and Rachel Hausmann Schall.