EXPANSION INTO THE FUTURE
VERSION: TAN/TAN Since publicly announcing a $1 million deficit budget in 2023, The Freight has been focused on developing a sustainable business model, one that prioritizes the future of our organization for generations to come. Over the past year, our Staff, Board of Directors, and other key stakeholders have engaged in a full review of The Freightâs finances, programming model, staffing structure, Board capacity, and mission. With the support of restricted funding from the Hellman Foundation, we have developed Expansion Into The Futureâa two-year roadmap to a more sustainable and inclusive organization that honors our historical strengths while making way for a modernized approach to operating a non-profit business.
Â
This plan includes:
After thoughtful analysis, collaborative brainstorming, and insightful feedback, weâve forged a new mission statement that reflects our deepened commitment to harnessing music as a powerful force for global connection. Our new mission statement reads:
The Freight is a vital home for music with deep roots from around the world that celebrates cultures, connects communities, and inspires creativity
Coinciding with the new mission statement, weâve established new vision and organizational values:
VISION
To be a center for the discovery and exploration of music from around the world that welcomes curiosity, pushes boundaries, and champions inclusivity.
VALUES
⢠Joy
We believe that the act of experiencing music together is the constant rediscovery of joy
⢠Welcoming
We believe that all are welcome to experience live music and that all should have access to it
⢠Community
We believe that the power of music encourages social interactions, cohesion, cultural understanding, and community participation
⢠Education
We believe that music and music history are essential tools in the continuation of adult learning and in the overall development of our youth
⢠Connection
We believe that music connects us to each other, strengthening our ability to build a better future togetherÂ
With generous support from the Hellman Foundation, The Freight partnered with renowned brand identity firm Elixir Design to craft a bold, comprehensive approach to communicating our renewed mission, vision, values, and programming. Our refreshed branding honors our rich legacy in grassroots activism, underscores our commitment to broadening our reach, and reaffirms our aspiration to serve as a truly welcoming musical home for ALL.
Â
We recognize that sustaining The Freightâs legacy requires us to attract new audiences while remaining deeply connected to our longtime supporters. Investing in our brand and physical space is, at its heart, an investment in our future.
Â
Key elements of our brand evolution include:
Â
⢠A new official name: The Freight. While Freight & Salvage had long been affectionately known as âThe Freight,â adopting this name formally signals our readiness to grow and evolveâwithout losing sight of where we came from.
⢠A refreshed visual identity. Youâll notice updated logos, fonts, colors, and imagery across our website, event calendars, newsletters, and other public communications.
⢠Building enhancements inside and out. From fresh paint to a bright new marquee and other thoughtful upgrades, our venue is being revitalized to reflect the vibrancy of our updated brand and intentions for the future.
Â
Weâve reimagined our programming to better align with our new mission, while increasing revenue. PC MuĂąoz, our long-time Director of Education has been promoted to Director of Programming, where he will develop a strategic vision to diversify our offerings and connect stage performances with our education programs in Bay Area classrooms. Supporting him are our new Talent Buyer, Par Neiburger; Program Manager Jen Moser-Villasenor; Production Manager, Brian Walker; and Assistant Production Manager, Tanika Baptiste.
This reimagining creates an opportunity to offer more unique musical experiences from around the world. We currently present over 70 genres annually including A Capella, Bluegrass, Hawaiian, Latin, Indie Folk, Blues, and Hip-Hop. Our enhanced global roots focus will further expand to music grounded in storytelling, traditional instruments, and cultural traditions.
We understand the need to balance programming that appeals to current ticket holders while attracting the next generation of Freight supporters. Finding this balance is a delicate dance but is crucial to our financial success. For our beloved institution to survive long into the future, we must build the audience of tomorrow. This year, you’ll experience thematic events, intimate lobby stage concerts, a weekly âcommunity night,â and other innovative ways to engage with the artists and music.
The Freight Board of Director and Staff have established three bold, high-impact initiatives to guide our organization’s transformation:
- Organizational Capacity:Â Strengthening the foundation of The Freight through facility investment, brand modernization, improved support for our staff and Board, programming reimagination, donor base growth, and embracing new technology and tools.
- Cultural Equity: Prioritizing diversity, equity, inclusion, and accessibility to serve all communities, with sensitivity to the traditions and customs of all cultures in the Bay Area and beyond and continued self-reflection as an organization.
- Programming & Partnership Development:Â Deepening existing partnerships while strategically forming new ones, aligning education programs with concert presentations, and actively curating global roots music using innovative tools and talent.
As we implement this two-year plan, we will continue to honor our legacy while ensuring The Freightâs future through financial stability and audience growth. We must adapt to the evolving performing arts landscape while enhancing our 57-year old commitment to diversity, equity, inclusion, and accessibility. The survival of The Freight depends on it.
To our current audience: we remain committed to transparency and look forward to sharing this journey with you. Your long-standing support through our history has been invaluable, and your continued engagement is essential.
Â
Amongst the many challenges facing the performing arts industry across the U.S., we are acutely feeling the impact of the current presidential administrationâs attacks on DEIA, artistic expression, and the fundamental freedoms that we value so much here in the Bay Area. With every step towards progress, we are seeing essential funding for the arts diminish daily. Now more than ever, we need your supportânot only for The Freight, but for the many local organizations that sustain the cultural vitality and spirit of our community. Together, letâs ensure that The Freight and the arts continue to thrive in the Bay Area.
Musically,
Â
Clayton Shelvin
Executive Director
PHOTOS:Â HeaderâDom Flemons performing at Deford Bailey Legacy Festival 2024 photo by Jamie Soja;Â 1âMiko Marks performing at Deford Bailey Legacy Festival 2024 photo by Jamie Soja;
2âOmar Sosa & Seckou Keita at The Freight 2025 photo by Dave Padilla; 3âLillian Sawyer of Fog Holler at Berkeley Bluegrass Festival 2024 photo by John Woodworth.
Since publicly announcing a $1 million deficit budget in 2023, The Freight has been focused on developing a sustainable business model, one that prioritizes the future of our organization for generations to come. Over the past year, our Staff, Board of Directors, and other key stakeholders have engaged in a full review of The Freightâs finances, programming model, staffing structure, Board capacity, and mission. With the support of restricted funding from the Hellman Foundation, we have developed Expansion Into The Futureâa two-year roadmap to a more sustainable and inclusive organization that honors our historical strengths while making way for a modernized approach to operating a non-profit business.
Â
This plan includes:
After thoughtful analysis, collaborative brainstorming, and insightful feedback, weâve forged a new mission statement that reflects our deepened commitment to harnessing music as a powerful force for global connection. Our new mission statement reads:
The Freight is a vital home for music with deep roots from around the world that celebrates cultures, connects communities, and inspires creativity
Coinciding with the new mission statement, weâve established new vision and organizational values:
VISION
To be a center for the discovery and exploration of music from around the world that welcomes curiosity, pushes boundaries, and champions inclusivity.
VALUES
⢠Joy
We believe that the act of experiencing music together is the constant rediscovery of joy
⢠Welcoming
We believe that all are welcome to experience live music and that all should have access to it
⢠Community
We believe that the power of music encourages social interactions, cohesion, cultural understanding, and community participation
⢠Education
We believe that music and music history are essential tools in the continuation of adult learning and in the overall development of our youth
⢠Connection
We believe that music connects us to each other, strengthening our ability to build a better future togetherÂ
With generous support from the Hellman Foundation, The Freight partnered with renowned brand identity firm Elixir Design to craft a bold, comprehensive approach to communicating our renewed mission, vision, values, and programming. Our refreshed branding honors our rich legacy in grassroots activism, underscores our commitment to broadening our reach, and reaffirms our aspiration to serve as a truly welcoming musical home for ALL.
We recognize that sustaining The Freightâs legacy requires us to attract new audiences while remaining deeply connected to our longtime supporters. Investing in our brand and physical space is, at its heart, an investment in our future.
Key elements of our brand evolution include:
Â
⢠A new official name: The Freight. While Freight & Salvage had long been affectionately known as âThe Freight,â adopting this name formally signals our readiness to grow and evolveâwithout losing sight of where we came from.
⢠A refreshed visual identity. Youâll notice updated logos, fonts, colors, and imagery across our website, event calendars, newsletters, and other public communications.
⢠Building enhancements inside and out. From fresh paint to a bright new marquee and other thoughtful upgrades, our venue is being revitalized to reflect the vibrancy of our updated brand and intentions for the future.
Â
Weâve reimagined our programming to better align with our new mission, while increasing revenue. PC MuĂąoz, our long-time Director of Education has been promoted to Director of Programming, where he will develop a strategic vision to diversify our offerings and connect stage performances with our education programs in Bay Area classrooms. Supporting him are our new Talent Buyer, Par Neiburger; Program Manager Jen Moser-Villasenor; Production Manager, Brian Walker; and Assistant Production Manager, Tanika Baptiste.
This reimagining creates an opportunity to offer more unique musical experiences from around the world. We currently present over 70 genres annually including A Capella, Bluegrass, Hawaiian, Latin, Indie Folk, Blues, and Hip-Hop. Our enhanced global roots focus will further expand to music grounded in storytelling, traditional instruments, and cultural traditions.
We understand the need to balance programming that appeals to current ticket holders while attracting the next generation of Freight supporters. Finding this balance is a delicate dance but is crucial to our financial success. For our beloved institution to survive long into the future, we must build the audience of tomorrow. This year, you’ll experience thematic events, intimate lobby stage concerts, a weekly âcommunity night,â and other innovative ways to engage with the artists and music.
The Freight Board of Director and Staff have established three bold, high-impact initiatives to guide our organization’s transformation:
- Organizational Capacity:Â Strengthening the foundation of The Freight through facility investment, brand modernization, improved support for our staff and Board, programming reimagination, donor base growth, and embracing new technology and tools.
- Cultural Equity: Prioritizing diversity, equity, inclusion, and accessibility to serve all communities, with sensitivity to the traditions and customs of all cultures in the Bay Area and beyond and continued self-reflection as an organization.
- Programming & Partnership Development:Â Deepening existing partnerships while strategically forming new ones, aligning education programs with concert presentations, and actively curating global roots music using innovative tools and talent.
As we implement this two-year plan, we will continue to honor our legacy while ensuring The Freightâs future through financial stability and audience growth. We must adapt to the evolving performing arts landscape while enhancing our 57-year old commitment to diversity, equity, inclusion, and accessibility. The survival of The Freight depends on it.
To our current audience: we remain committed to transparency and look forward to sharing this journey with you. Your long-standing support through our history has been invaluable, and your continued engagement is essential.
Â
Amongst the many challenges facing the performing arts industry across the U.S., we are acutely feeling the impact of the current presidential administrationâs attacks on DEIA, artistic expression, and the fundamental freedoms that we value so much here in the Bay Area. With every step towards progress, we are seeing essential funding for the arts diminish daily. Now more than ever, we need your supportânot only for The Freight, but for the many local organizations that sustain the cultural vitality and spirit of our community. Together, letâs ensure that The Freight and the arts continue to thrive in the Bay Area.
Musically,
Â
Clayton Shelvin
Executive Director
Â
PHOTOS:Â HeaderâDom Flemons performing at Deford Bailey Legacy Festival 2024 photo by Jamie Soja;Â 1âMiko Marks performing at Deford Bailey Legacy Festival 2024 photo by Jamie Soja;
2âOmar Sosa & Seckou Keita at The Freight 2025 photo by Dave Padilla; 3âLillian Sawyer of Fog Holler at Berkeley Bluegrass Festival 2024 photo by John Woodworth.
Since publicly announcing a $1 million deficit budget in 2023, The Freight has been focused on developing a sustainable business model, one that prioritizes the future of our organization for generations to come. Over the past year, our Staff, Board of Directors, and other key stakeholders have engaged in a full review of The Freightâs finances, programming model, staffing structure, Board capacity, and mission. With the support of restricted funding from the Hellman Foundation, we have developed Expansion Into The Futureâa two-year roadmap to a more sustainable and inclusive organization that honors our historical strengths while making way for a modernized approach to operating a non-profit business.
Â
This plan includes:
After thoughtful analysis, collaborative brainstorming, and insightful feedback, weâve forged a new mission statement that reflects our deepened commitment to harnessing music as a powerful force for global connection. Our new mission statement reads:
The Freight is a vital home for music with deep roots from around the world that celebrates cultures, connects communities, and inspires creativity
Coinciding with the new mission statement, weâve established new vision and organizational values:
VISION
To be a center for the discovery and exploration of music from around the world that welcomes curiosity, pushes boundaries, and champions inclusivity.
VALUES
⢠Joy
We believe that the act of experiencing music together is the constant rediscovery of joy
⢠Welcoming
We believe that all are welcome to experience live music and that all should have access to it
⢠Community
We believe that the power of music encourages social interactions, cohesion, cultural understanding, and community participation
⢠Education
We believe that music and music history are essential tools in the continuation of adult learning and in the overall development of our youth
⢠Connection
We believe that music connects us to each other, strengthening our ability to build a better future togetherÂ
With generous support from the Hellman Foundation, The Freight partnered with renowned brand identity firm Elixir Design to craft a bold, comprehensive approach to communicating our renewed mission, vision, values, and programming. Our refreshed branding honors our rich legacy in grassroots activism, underscores our commitment to broadening our reach, and reaffirms our aspiration to serve as a truly welcoming musical home for ALL.
We recognize that sustaining The Freightâs legacy requires us to attract new audiences while remaining deeply connected to our longtime supporters. Investing in our brand and physical space is, at its heart, an investment in our future.
Key elements of our brand evolution include:
Â
⢠A new official name: The Freight. While Freight & Salvage had long been affectionately known as âThe Freight,â adopting this name formally signals our readiness to grow and evolveâwithout losing sight of where we came from.
⢠A refreshed visual identity. Youâll notice updated logos, fonts, colors, and imagery across our website, event calendars, newsletters, and other public communications.
⢠Building enhancements inside and out. From fresh paint to a bright new marquee and other thoughtful upgrades, our venue is being revitalized to reflect the vibrancy of our updated brand and intentions for the future.
Â
Weâve reimagined our programming to better align with our new mission, while increasing revenue. PC MuĂąoz, our long-time Director of Education has been promoted to Director of Programming, where he will develop a strategic vision to diversify our offerings and connect stage performances with our education programs in Bay Area classrooms. Supporting him are our new Talent Buyer, Par Neiburger; Program Manager Jen Moser-Villasenor; Production Manager, Brian Walker; and Assistant Production Manager, Tanika Baptiste.
This reimagining creates an opportunity to offer more unique musical experiences from around the world. We currently present over 70 genres annually including A Capella, Bluegrass, Hawaiian, Latin, Indie Folk, Blues, and Hip-Hop. Our enhanced global roots focus will further expand to music grounded in storytelling, traditional instruments, and cultural traditions.
We understand the need to balance programming that appeals to current ticket holders while attracting the next generation of Freight supporters. Finding this balance is a delicate dance but is crucial to our financial success. For our beloved institution to survive long into the future, we must build the audience of tomorrow. This year, you’ll experience thematic events, intimate lobby stage concerts, a weekly âcommunity night,â and other innovative ways to engage with the artists and music.
The Freight Board of Director and Staff have established three bold, high-impact initiatives to guide our organization’s transformation:
- Organizational Capacity:Â Strengthening the foundation of The Freight through facility investment, brand modernization, improved support for our staff and Board, programming reimagination, donor base growth, and embracing new technology and tools.
- Cultural Equity: Prioritizing diversity, equity, inclusion, and accessibility to serve all communities, with sensitivity to the traditions and customs of all cultures in the Bay Area and beyond and continued self-reflection as an organization.
- Programming & Partnership Development:Â Deepening existing partnerships while strategically forming new ones, aligning education programs with concert presentations, and actively curating global roots music using innovative tools and talent.
As we implement this two-year plan, we will continue to honor our legacy while ensuring The Freightâs future through financial stability and audience growth. We must adapt to the evolving performing arts landscape while enhancing our 57-year old commitment to diversity, equity, inclusion, and accessibility. The survival of The Freight depends on it.
To our current audience: we remain committed to transparency and look forward to sharing this journey with you. Your long-standing support through our history has been invaluable, and your continued engagement is essential.
Â
Amongst the many challenges facing the performing arts industry across the U.S., we are acutely feeling the impact of the current presidential administrationâs attacks on DEIA, artistic expression, and the fundamental freedoms that we value so much here in the Bay Area. With every step towards progress, we are seeing essential funding for the arts diminish daily. Now more than ever, we need your supportânot only for The Freight, but for the many local organizations that sustain the cultural vitality and spirit of our community. Together, letâs ensure that The Freight and the arts continue to thrive in the Bay Area.
Musically,
Â
Clayton Shelvin
Executive Director
Â
PHOTOS:Â HeaderâDom Flemons performing at Deford Bailey Legacy Festival 2024 photo by Jamie Soja;Â 1âMiko Marks performing at Deford Bailey Legacy Festival 2024 photo by Jamie Soja;
2âOmar Sosa & Seckou Keita at The Freight 2025 photo by Dave Padilla; 3âLillian Sawyer of Fog Holler at Berkeley Bluegrass Festival 2024 photo by John Woodworth.
