New era begins for Paradise City Arts, as longtime owners retire and next generation steps up

NORTHAMPTON — Once again this fall, the Paradise City Arts festival is expected to attract thousands of people to the Three County Fairgrounds to peruse and buy wares created by more than 200 artisans — only this year the familiar faces behind the three-decade-long show will attend as shoppers instead of owners.

That’s because artists and founders Geoff and Linda Post have handed the keys to the operation to new owners Mariah Swanson and Elana Chernick-Kritz, team members and longtime patrons of Paradise City Arts, who recognize they have big shoes to fill.

“We’re very aware of the legacy of the show and it’s something that we feel a huge responsibility to be the stewards of moving forward,” Swanson said.

Paradise City Arts has been a community staple since 1995, featuring artists from across the country. Its three-day shows each spring and fall in Northampton have attracted art fans and collectors from all 50 states and several continents. At the Three County Fairgrounds, framed by the Connecticut River, artists showcase diverse types of art, including jewelry, garden sculpture, ceramics, paintings and more. PCA also hosts two shows in Marlborough each year.

Prior to founding PCA, the Posts were artists attending shows nationwide. Geoff Post spent 20 years on the show circuit as a fiber artist, designing handbags, luggage and clothing, and Linda Post specialized in paintings, pastels and monotypes. The Posts’ experience as artists led them to conceptualize a show catered to artists’ needs, which they decided to start in Northampton, the city they moved to in the early 1980s.

They founded PCA with the intention of maintaining authenticity with the artists and fostering a connection between an artist and a consumer. By curating a multitude of art shops in one location, Paradise City Arts’ shows aim to help people find beautiful objects that are unique and resonate with them.

“Every artist has a story, every object has a story, and learning the stories and then taking that story with you in terms of a physical object, it just brings more value to your life,” Geoff Post said.

By the show’s third year, Paradise City Arts received national coverage and people streamed in from across the country. The Northampton success and the large crowd it drew from the Boston area prompted the founders to start another show in Marlborough to feature more artists. Each November and March, the Marlborough show now sees over 170 artists showcase their work at the Royal Plaza Trade Center.

The show has weathered its fair share of challenges over the years: in its inaugural year, a hurricane created a giant mud pit at the fairgrounds; another year, they experienced electrical troubles. Significantly, in 2020, the COVID-19 pandemic caused them to lose six shows.

Yet, they found a way to recreate part of the show online when many artists lost the shows that helped them earn a living. The Posts created an online marketplace — which continues to exist — as a platform where artists could sell their work virtually and connect with the people they had met over the years at Paradise City.

When they reopened after the pandemic, their community continued to show up.

“We had … attendees who came up to me and Geoff and hugged us and said ‘we are so glad you’re back,’” said Linda Post.

As Paradise City Arts enters its fourth decade, Linda Post describes the shows as living entities that continue to grow.

“Our events have won accolades and awards over the years for their innovative approach to the whole concept of an art and craft show,” she said in a statement. “But it’s time for us to step back, to make way for a new generation. We love the creative ideas that Mariah and Elana bring into the mix. They have embraced the quality and imagination that define Paradise City Arts, while introducing artists, performers, and activities that also appeal to millennials, families, and younger collectors. We can’t wait to see where they take us.”

Swanson and Chernick-Kritz began working closely with the Posts, who they consider mentors, two years ago.

Chernick-Kritz said the transition was a time of learning from the Posts’ 30 years of experience as well as a prolonged exposure to their vision for Paradise City Arts and the relationships they cultivated with artists over the decades.

“For us it was so important to maintain those values of Paradise City Arts, meaning we came into this understanding that the artists always have and will continue to come first,” Chernick-Kritz said.

The incoming directors aim to maintain PCA’s values and caliber of production, but they also anticipate expanding their audience and the show to enhance the experience for everyone. They’re developing a new tier next spring where artists just getting their start will be able to share their work with PCA’s audience and patrons.

“We’re really trying to think of ways of cultivating the next generation of artists to make it feel like their work is worthy and that they have an opportunity to grow their career and make a living at their craft,” said Swanson.

The new leaders have also been trying to add to the published guide by telling artists’ stories over other platforms such as social media, visiting artists at their studios and highlighting their work even when the show isn’t happening. They want to provide resources to exhibitors throughout the year, holding workshops or professional development events so artists can hone the presentation of their craft.

“I feel excited for what’s to come,” said Chernick-Kritz. “I think what Linda and Geoff built was extraordinary and it’s a legacy. And I think Mariah and I have the challenge of expanding both in terms of appealing to the next generation of buyers, the next generation of artists. We have an amazing opportunity here.”

Paradise City Arts’ upcoming shows in 2025 include its next Northampton show (Oct. 11-13) and its Marlborough show (Nov. 21-23).