- Hello, I'm Beth MacMillan and welcome to "Arteffects."

The Holland Project is an all ages arts and music organization in Reno.

They recently held their seventh biennial fundraiser known as "All In."

During this event, artists submit work to raise money for gallery programming.

With over 120 artists participating, this event highlights the incredible impact Holland has on our community.

(uplifting music) - [Greeter] Okay!

- "Holland" is really significant to our arts community because it shows a really great snapshot of the artists who are in "Holland's orbit.

- It's an exhibition where we have pieces up for sale that artists donate to us.

- Everybody comes out and they can purchase a piece, first-come, first-served for 100 to $200.

As like a buyer, you're very lucky to catch a really good piece for a really good price.

And all of that money goes towards fundraising for The Holland Project.

- That's an idea, look at this.

- Yeah.

- The Holland Project is an all ages non-profit art and music initiative based in Reno, Nevada.

Our aim is creating and providing all ages access to arts, music programming, workshops, skill-building opportunities, and community-based events.

- I'd say the big focus of most of the events are music and concerts, that gets a lot of people out here.

But it's definitely a notable space for artists locally to be able to show work and to see work, and support.

- The Holland Project first and foremost to me is like just a wonderful community space that is really open to everybody.

The music scene here, we're really lucky.

There's so many venues where it's only 21 and up, but the Holland Project really gives an opportunity for everyone to be part of that experience.

When I first started becoming an artist, I had my first exhibit at their Youngblood show when I was in high school.

- So at whatever age, if you feel creative, they have space for you.

I am a local shop owner.

I own a toy store and a vintage shop.

My friend volunteered a lot at Holland.

We went to a few shows while I was here, and everyone was so nice and welcoming.

I was like, wow, everyone's so sweet and so interested even though I don't know them.

And that was a huge contrast from where I was living at the time.

"All In" is our biannual fundraiser for the gallery space here.

- It's how the gallery gets most of its funds other than grants and other support.

- Money that we raise for the event goes back to keeping the lights on, doors open in the gallery.

It pays artists to come to the space and have their exhibition, and it funds all of the arts programming that we do here at Holland.

- Nick Larson came up with the idea for the Holland exhibition back in 2014.

He was on the gallery committee at the time, and we've done it every two years since.

- This year we had about 140 artists participate, which is the biggest number that we've ever had.

We select artists to be an exhibition who have played a role at Holland in some facet.

- It's a huge mix of artists between younger artists.

We invite folks from our Youngblood exhibition, and just young artists that we know around, and also like professional artists that have been in Holland for a decade or more who are established.

So it's a cool opportunity to have a full encompassing view of Holland's community and who supports Holland and the wide variety and demographic of folks who come here.

- I was so stoked when I got invitation.

Every time like I get an opportunity like this, I'm like, oh my gosh.

I just knew this is the one I really wanted to show.

It's actually a portrait of my friend Starla.

This one was aiming towards anguish and the closeness to nature women inherently have.

It was like November, everything was pretty dead and then we just shot there, and we just like walked around, just shot, and it was just beautiful.

She's such a natural model.

It's amazing.

- So I was asked to participate in Holland.

I've been coming to Holland for years now, and being an Holland was like a goal of mine.

Like, oh I'll, I can be like a real Reno artist if I get invited to do that.

- I'm usually a textile artist, but I'm doing something different.

Whatever it is I'm thinking, I'm just trying to do it.

I am making a bare bench for All In, and now I'm applying plaster.

- Leading up to the event, seeing all the really amazing artwork that folks donated.

These are things that they put their love and time into.

It was really special.

This was probably the biggest exhibition that I've managed and put together so far along with the support of everyone here at Holland.

Everyone at Holland helps coordinating install, helping plan the reception.

So there's months of planning that goes into this event, and the event is just two quick hours, so chaotic.

- It's always a lot of anticipation kind of leading up to the reception.

People start to usually line up 'cause they all are kind of, they're vying for that piece that they want.

'cause like I said, it's first-come, first-served.

So they have like their eye on the one piece that they want and they wanna get in the door and get it before anybody else can - In line, I'm stressed out because you're like mentally preparing.

You're trying to get there early, and if you don't and you see them pick up your piece, it hurts.

It's very much like Black Friday too, where you're like running in and you're just like trying to grab what you want and it's kind of competitive.

- We are limiting it to three pieces per person.

And then if you remove a tag, we're gonna assume you're purchasing it.

So if there's zero, remove a tag list for you to buy.

- I would say we always have around 2 to 300 people that show up throughout the course of the night.

- We gave a guess of about 300, but my guess was between 200 and 1 million.

(uplifting music) - [Presenter] Funding for "Arteffects" is made possible by Sandy Raffealli with Bill Pierce Motors.

- There's other activities happening within the space.

We had a fun interactive photo booth this time, next door, we have a community printmaking lab.

(bright lively music) The Carol Frank Buck Foundation.

This year, we added a new element to it.

We did a cakewalk during the reception.

Not everybody can always have time to make a piece or send us a piece.

And we have a lot of friend artists who are also great bakers.

So this year we decided to add that.

- Cakewalk people, that got you.

When the music starts, you guys move.

You guys are kind of like musical chairs.

You walk around this square.

When the music stops, you stand on whatever number is closest to you.

I will pull a number from the bowl and that person wins the cake.

- There's so much stuff happening.

I am excited for the tattoo, I'm not gonna lie.

- I have raffle tickets for self.

For $5 a pop, you get a tattoo of one of the tattoos available on there.

So, I've been wanting to get tattoos forever, but maybe this will be a good first one.

- When someone buys my piece, I feel very like, wow.

I like someone like something that I made and it looks very sweet.

- And I'm like always thinking.

I'm like, where are they at?

I'm hope they're gonna love it, and I want to ask them where they're gonna put it.

- I feel like Holland is like one of the pillars of the Reno community.

So many cool people put this together.

- My heart wants to come out.

I literally could not do this without the community I have here.

Plus, I've made so many new friends, which is really awesome through the Holland Project, and it's just something that kind of binds us all together at the end of the day.

Everyone knows what the Holland Project is.

They know it's the spot.

- It's important to support these artists, the creators in our area that help make and keep Reno what it is.

- All ages programming is really important no matter what city you're in.

I think it contributes to like a really vibrant arts culture and makes a really vibrant city.