At its annual membership meeting last Tuesday, Garrett Lakes Arts Festival (GLAF) unveiled a bold rebranding, introducing a new name, logo, mission, and values. This transformation follows a six-month strategic planning process, made possible by the support of the Maryland State Arts Council. GLAF also announced the appointment of Patricia Hilton, a seasoned strategic planning expert, to lead the organization through this exciting new phase.
While the core mission and values remain intact, the new name—Stage WEST Arts Collective—reflects the organization’s expanded scope and diverse programming. Founded in 1986 with the vision of creating a music festival for Garrett County, GLAF has evolved into a year-round performing arts series with a wide array of performances and educational initiatives that engage audiences throughout the region.
“This rebrand signals our commitment to adapting and growing with the community,” said Amy Bortz, who explained the reasoning behind the new name. “Our old name, Garrett Lakes Arts Festival, served us well, but it no longer captured the full breadth of who we are or what we do. We frequently hear people asking, ‘Where are the lakes? When is the festival?’ As we’ve transitioned from a single festival to a year-round arts organization, it became clear we needed a name that reflected our expanded identity.”
The new logo, designed with this evolution in mind, incorporates vibrant colors and diverse fonts to symbolize the variety of programming the organization now offers. While modernized, the new design retains elements of the original logo, connecting the past to the present.
For the 2025 season, Stage WEST Arts Collective will embrace the theme “Worlds Colliding: Blending Traditions,” a concept that captures the spirit of this rebranding—blending the rich cultural history of Garrett County with a modern, dynamic approach to the arts. This theme will set the stage for a season that highlights the organization’s renewed mission and its commitment to bringing diverse cultural experiences to the community.
