Hit hard by the COVID pandemic, AIFF says it has raised enough money to return to the Varsity Theatre and other local venues

By Jim Flint for Ashland.news

Although the COVID-19 pandemic is in the rearview mirror, cultural sectors are still in the process of climbing out of the hole it put them in.

The Ashland Independent Film Festival was among the victims, and it has scrambled to adapt and evolve to survive.

When the pandemic hit, theater seasons, film festivals, concerts and other events were either postponed or canceled. For many, the comeback from the disruption in attendance and revenue has been difficult, even tortuous.

But the show must go on, right?

After trying an online version of the festival, and then a hybrid of in-person and streaming events, AIFF found itself mired in debt and with no staff. But late last year, a new group of volunteers banded together to try to resurrect the festival.

Rather than declare bankruptcy and try to start something new, the group launched a fundraising campaign, challenging supporters to help raise $150,000 to start paying off creditors and lay the foundation for the festival to return in 2024.

$125,000 raised

To date, AIFF has raised about $125,000, enough to convince organizers that the festival is valued and supported in Ashland — and beyond.

Jim Fredericks, executive director of AIFF, put it this way: “You want the film festival back. And so do we.”

Despite falling short of the initial goal, AIFF has begun planning for a 2024 festival Oct. 2-6, and hopes to raise an additional $300,000 to finance it through a combination of submission fees, memberships, sponsorships, advertising, grants, donations and ticket sales.

Historically held in the spring, the film festival is being moved to the fall in order to give the organization more time to achieve its goals.

“We need the help of the entire community, and we have great faith in all our stakeholders and supporters,” Fredericks said.

Fredericks was engaged by a new volunteer board to begin the process of organizing resources and creating plans for a 2024 festival.

“From my perspective,” Fredericks said, “I saw that the festival was in need of help. As an Ashland resident with nonprofit experience, I reached out to see how I could help, what I could do to make a difference.”

In addition to launching fundraising efforts, Fredericks and the board reached out to prior volunteers and friends of AIFF.

“They are an incredible resource,” Fredericks said. “We’ll need them now more than ever.”

Volunteers wanted

People interested in joining the effort can find a link on the AIFF website, ashlandfilm.org, where they can volunteer their time. The board is looking for help in the office as well as around the community and during the festival.

AIFF is putting the finishing touches on a membership plan for 2024 and plans to launch a membership campaign this spring.

“We’re starting to reach out to sponsors, and will be advertising to filmmakers later this month,” Fredericks said.

Films will be shown on the screens of Ashland’s Varsity Theatre, but AIFF also is planning to use other venues as well.

Multiple venues anticipated

“We’re looking to show films throughout the valley,” he said, “including local wineries, SOU, the Historic Ashland Armory, and beyond.”

AIFF already has received inquiries from filmmakers.

“There are industry publications and platforms we advertise on and receive submissions through,” Fredericks said. “We anticipate opening for submissions later this month.”

There will be the usual mix of films — including features, documentaries, shorts and a “locals only” category.

It is still to be determined whether there will be an online streaming component to the festival.

“We are working toward an AIFF film showcase or online library available to patrons at certain membership levels to allow for the viewing of films people can’t get to during the festival,” Fredericks said. “This is a work in progress.”

AIFF wants the fall festival to be an exciting time to be in Ashland, Fredericks said.

“We plan to include art installations, live music, winery events, discussion panels, parties and more,” he said.

While online streaming helped preserve AIFF audiences to a degree, digital experiences can’t replicate the kind of serendipitous encounters and candid conversations that occur at a live festival.

To that end, AIFF fans say, bring it on!

Reach writer Jim Flint at jimflint.ashland@yahoo.com. Ashland.news leases an office space from the Ashland Independent Film Festival.