The Avenue Concept Inc

What The Avenue Concept Inc does

The Avenue Concept Inc (TAC) is a Providence, Rhode Island-based 501(c)(3) nonprofit organization founded in 2012 by Yarrow Thorne that produces and curates public art installations across murals, sculptures, utility boxes, and rotating exhibits throughout the city. Its operating core is a community-led public art production platform comprising multiple structured programs: the Mural Public Art Program, the Sculpture Public Art Program (which leases sculptures from artists for $2,000/year and installs them in curated downtown sites), the Utility Box Project (which pays artists $450 stipends to paint utility boxes in partnership with the City of Providence), the Paintbar facility (365+ feet of legal paint walls and retail), Guided and self-guided public art tours, Fellowships and Residencies (3-month to 1-year artist stipends), and the Ave. Magazine print publication. Its flagship current initiative, the Ripples Project (2024-2026), consolidates 50 utility box murals, 6 large-scale murals, and a pop-up exhibit at the former Providence Journal Building into a multi-program wave in core partnership with the City of Providence Department of Arts, Culture and Tourism.

TAC's revenue model is characteristic of a community-arts nonprofit and combines donations (one-time, monthly sustainer, and annual gift tiers at suggested $10-$1,000), membership programs with Friend and Patron levels (including Institutional and Leader's Circle tiers with NARM museum reciprocal benefits), retail merchandise (t-shirts, tote bags), tour and art-making experience fees, customized corporate sponsorship packages, and project-based program partnerships funded through grants from entities such as the Rhode Island Foundation and the City of Providence. Cumulative fundraising since founding is $2.5M, and the organization has produced 300+ installations supporting 250 artists. Distribution is omnichannel: direct on-site installation of art throughout Providence, an e-commerce storefront for merchandise and experiences, a membership program, a self-guided mobile tour app (PocketSights on iOS and Android), and government/nonprofit partnerships (City of Providence, RIPTA, New Urban Arts).

The Avenue Concept's customer base spans multiple distinct segments: building and business owners in Providence who receive curated murals at no cost; visual artists (muralists, sculptors, street artists) seeking stipended public opportunities; youth and emerging artists engaged via New Urban Arts and partner programs; K-12 educators and students using public art tours and curriculum guides; and the general public and art enthusiasts who consume tours, events, and free outdoor art. Leadership transitioned in 2024: founder Yarrow Thorne stepped down as Executive Director in March 2024, Tracy Jonsson-Laboy was named new Executive Director in August 2024, and Mica Bolotin currently serves as Interim Executive Director. Core staff are lean (Executive Director, Outreach & Opportunities Manager, Senior Program Manager), supported by an active board with representation from arts, civic, and professional organizations across Rhode Island.

Name

The Avenue Concept Inc

Legal name

The Avenue Concept

Website

https://theavenueconcept.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Avenue Concept is a Providence, Rhode Island 501(c)(3) nonprofit founded in 2012 that curates, produces, and installs public art (murals, sculptures, utility boxes) and supports 250+ artists through paid fellowships, residencies, and community partnerships across the city.

Ownership category

akta.pro rank

Product category

Public Art Curation Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

Public Art, Arts Councils & Grantmaking Programs (BPAGAHAH)

akta.pro secondary industries

Community Arts, Culture & Creative Placemaking Enterprises (BPAGALAO), Arts Education & Community Arts Programs (BPAGAHAC), Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)

Keywords

• Public art curation
• Mural installation programs
• Artist residency services
• Community arts engagement
• Public sculpture programs

Headquarters

HQ city

Providence

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: Individual donations through one-time gifts and monthly sustainer programs. Accepts checks, wire transfers, donor-advised funds, and employer matching gifts. Major donor recognition through Placemaker Members program.
2. Memberships: Friend-level memberships (Artist, Individual, Place Keeper) and Patron-level memberships (Curator Circle, Institutional, Leader's Circle) with annual or monthly billing. Includes NARM museum benefits, event discounts, and exclusive access.
3. Retail and Merchandise: Sale of branded merchandise including t-shirts, tote bags. Also offers art-making experiences (tours, custom merchandise creation).
4. Sponsorship Packages: Customized sponsorship packages for businesses supporting public art programs and artist residencies. Includes recognition and visibility benefits tailored to company goals.
5. Program Partnerships: Funded projects through partnerships with City of Providence Department of Arts, Culture and Tourism and Mayor's Office. Ripples Project funded through grants and collaborative funding.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Avenue Concept is a nonprofit that curates, produces, and installs public art across Providence, including murals, sculptures, and utility box artworks, while running artist fellowships, residencies, and the Paintbar legal wall facility. It monetizes through donations, memberships, corporate sponsorships, foundation grants, merchandise, and paid walking tours, and produces the Ave. Magazine publication documenting its programs.

Product overview

The Avenue Concept is a non-profit public art organization that operates as a program-based platform rather than a single product. The core offerings include Mural Public Art, Sculpture Public Art, Utility Box Project, Paintbar, Storytelling, Fellowships & Residencies, and Community Participation programs. Major initiatives like The Ripples Project (2024-2026) coordinate multiple programs including utility box murals, large-scale murals, and pop-up exhibits. Additional offerings include guided and self-guided walking tours, the Ave. Magazine publication, an online shop for merchandise, and membership programs with tiered benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Ave. Magazine: A visually rich print publication focusing on art in public spaces, documenting and promoting public art installations and programs.

Products and services

• Mural Public Art Program Program fostering art accessibility at the intersection of public space and mural artists, with residency tracks for painting building facades and rolling open-call submissions for mural projects across Providence.
• Sculpture Public Art Program Program displaying large-scale sculptures on curated sites throughout downtown Providence; selected artists receive $2,000 for a 1-year lease of their artwork plus transportation, installation, documentation, website features, video interview, and inclusion in the walking tour app.
• Utility Box Project Partnership with the City of Providence to transform utility boxes through art, providing artists $450 stipends and training for painting utility boxes throughout the city.
• The Ripples Project Major 2024-2026 initiative creating a wave of public art including 50 utility box murals, 6 large-scale murals, and a pop-up exhibit at the former Providence Journal Building.
• Paintbar and Legal Wall Facility supporting local street artists with 365+ feet of legal paint walls, Montana spray paint sales, and regular Graff Jams throughout the summer.
• Fellowships & Residencies Residency and fellowship programs launched in 2012 supporting local artists and designers with stipends for exploring their craft and sharing work with the public, lasting 3 months to 1 year.
• Guided Public Art Walking Tours One-hour walking tours visiting 5-7 iconic downtown art pieces, led by TAC staff, with self-guided tour options available via mobile app.
• Ave. Magazine Visually rich print publication documenting public art installations and programs, featuring artists and their work through articles and photo essays.
• Shop Online store selling branded merchandise including Make Your Mark t-shirts, tote bags, and tour and art-making experiences.
• Memberships Tiered Friend and Patron-level memberships providing perks including 10% discount at store and Paintbar, early event access, complimentary cocktails at the annual Soiree, and NARM museum reciprocal benefits; available with annual or monthly billing.
• Community Participation Program Initiative creating deeper community engagement through meetings, bilingual public art tours, can jams, legal walls, backyard events, and public space activations at TAC headquarters.

Quantifiable outcome

• 300+ public art installations produced since 2012
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• City of Providence Department of Arts, Culture and TourismcoreStrategic or Co-development Partner · 1 January 2024Primary partner in Ripples Project (2024-2026) creating public art wave with 50 utility box murals, 6 large-scale murals, and pop-up exhibit. The City supports local businesses and building owners through this public art initiative.
• New Urban ArtscoreStrategic or Co-development Partner · 1 January 2024Youth-facing engagement partner for Ripples Project. New Urban Arts pulls youth from various programs (NUA Mural Team, NUA Knights, Youth Pride Inc., Trinity Academy for the Performing Arts, DownCity Design, Providence Student Union) to paint 14 utility boxes.
• Wexford Science Technology / VentasminorStrategic or Co-development Partner · 1 January 2019Collaboration announced in 2019 for public art initiatives with Wexford Science Technology, a Ventas company.
• RIPTA (Rhode Island Public Transit Authority)minorStrategic or Co-development Partner · 1 January 2018Art bus program partnership created in 2018 to bring public art to transit throughout Rhode Island. RIPTA art buses feature murals on vehicles.
• Providence Journal BuildingminorStrategic or Co-development PartnerHost location for Ripples UB Pop-Up Exhibit (Dec 2025-March 2026) at 80 Eddy Street, showcasing utility box artwork at near life-size.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WaterFire Providence: Providence-based arts nonprofit producing large-scale public art installations and signature events. Directly comparable as a similarly sized local nonprofit arts producer operating in the same Providence ecosystem and overlapping board network.
• Creative Time: NYC nonprofit producing public art projects with social impact, including commissions, installations, and community programming. Directly comparable nonprofit public arts producer with similar artist-engagement model.
• New Urban Arts: Providence youth arts nonprofit offering free studio programs, college-prep, and public art opportunities for teens. TAC partner on Ripples utility boxes and shares the Providence nonprofit arts ecosystem.
• AS220: Providence nonprofit arts organization operating galleries, performance spaces, and artist residency programs. Comparable as a fellow Providence-based nonprofit providing artist support, exhibition opportunities, and community arts programming.
• Mural Arts Philadelphia: One of the largest public art programs in the U.S., producing murals, public art installations, and artist fellowship programs in Philadelphia. Closest direct peer by mission, programming model, and artist-support infrastructure.
• Public Art Fund: NYC-based nonprofit that commissions and presents temporary public art installations citywide. Comparable nonprofit model focused on curating and producing public art exhibitions in urban environments.
• Now+There: Boston-based nonprofit commissioning and producing temporary public art across Greater Boston. Closely mirrors TAC's mission of placing contemporary art in public spaces with artist stipends and community engagement.

Regional players

• Tomaquag Museum: Rhode Island-based Indigenous arts and cultural heritage museum. Comparable as a regional nonprofit cultural institution with overlapping board connections (former TAC Vice Chair is Tomaquag's Assistant Director).
• RISD Museum: Major art museum affiliated with the Rhode Island School of Design in Providence. Regional cultural institution in the same Providence ecosystem; relevant comparable for public-facing arts programming and NARM-membership participation.

Emerging players

• DownCity Design: Providence-based youth design nonprofit engaging teens in community-built design and placemaking projects. Adjacent in mission (youth-led public space transformation) and part of the same partner ecosystem as TAC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/avenuepvd
• YouTubevimeo.com/theavenueconcept
• Facebookfacebook.com/TheAvenueConcept
• Instagraminstagram.com/avenuepvd
• LinkedInlinkedin.com/company/the-avenue-concept

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Avenue Concept Inc