Peyton Cochran is a young dynamo who is passionate about the American Folk Art Museum and is the Founder of the Young Patron committee. Their first event – 100% Folk, is set for December 11th and will be held at the Museum on West 53rd in New York.
Here we caught up with Peyton, despite her busy schedule, to learn more about the Museum, the event as well as a bit more about her personally.
What is it about the American Folk Art Museum (AFAM) that got you interested in creating the Young Patrons committee?
All of my interest stems from my Godfather-one of the coolest and smartest guys I know! He has always lived on the cutting edge; introduced me to James Brown and rollerblades (when they were all the rage), knows the hippest restaurants and gadgets on the market and has an incredible eye for amazing art. We have very similar taste so I was shocked when I received a call from him telling me that he had an extra ticket to The American Antique Show (“TAAS”) and the Outsider’s Art Fair (“OAF”). Being a more contemporary art enthusiast I was convinced he meant to call mom and not me.
But I went and the artwork and the antiques blew me away. I was surprised, though, by how much older everyone was at this event! I was by far the youngest attendee by about 30 years. As I raved about the artwork to my friends it became apparent that none of them had even heard about the shows let alone the American Folk Art Museum.
So I went back to my godfather and asked him if the museum had a younger contingent. When I was informed that they did not—I immediately knew I had found next challenge. Thus began the development process of the Young Patrons!
Your first event is called 100% Folk, which is coming up on December 11th. What will guests experience at the event?
An evening of incredibly yummy specialty cocktails by one of our big sponsors Firefly Sweet Tea Vodka, as well as Brooklyn Brewery beers, and phenomenal wine from Landmark Vineyards. The incredible Sollis Brothers (E.B from the Blood St. Band, and Jonny Famous) will be dj-ing while a variety of very unexpected hors d’oeuvres will be passed throughout the dance floor. There will also be a life sized Polaroid photo booth as well as some surprises I can’t reveal! It will be a very eclectic mix of fun-hip-outrageously motivated and driven young individuals coming together to support local resources, re-introduce what Folk means to them and have one heck of a good time doing it!
Do you consider it a fundraiser or an event to build awareness amongst the younger demographic?
Shouldn’t every event be a fundraising event? (only kidding) I would say this is a mixture of both. It’s the launch party and unveiling of the Young Patrons so in many regards this event will be building awareness. As the Chair and Founder of this group I made it my personal mission from the get-go to keep overhead production expenses minimized. So we can really focus our efforts on ticket sales and filling the museum. That said—if we hit our target headcount we will have raised a significant amount of money for the museum!

How much are the tickets and where can someone purchase them?
Ticket prices are $30 in advance and $40 at the door and can be purchased on-line at our website youngfolk.org (designed by one of my most phenomenally talented collaborators, Jason Whalen of Agency Charlie, I might add).
How do you convince a younger demographic to support AFAM when there are so many other museums in NYC, including the Guggenheim, MoMA and the Met, all of whom have established younger followings?
It wasn’t as difficult as one would expect because what we are creating is quite different. It was a very simple strategy— we’ve brought it back to the basics and made it about the young folks. We’ve crafted a new concept to re-define the typical benefit and fundraising scene by introducing a series of parties throughout the year to encourage and embrace the lifestyle of the young folk. There are opportunities everywhere but many times they are missed because people are too focused on the bottom line number and not prioritizing their strategy.
In our opinion everyone has a little Folk in them. This event is unique because it focuses on the individuals who worked on the event, as well as the people who are attending 100% Folk. For example, we designed an ad campaign highlighting committee members in their element. The design includes Polaroid snapshots of each committee member with their percentage (of being Folk) breakdown.
This campaign re-defines and re-introduces what Folk means to us. It’s not just about rocking chairs and weathervanes anymore—it’s much, much more. But in order to really understand what I’m talking about you have to visit the museum and see for yourself!
You’ve tapped into a wide selection of committee members, everywhere from Connecticut to California. How did you assemble such a team and how are they involved in a Folk Museum in NYC?
Many of the committee members have been friends forever! I have lived in NYC, CT and Charleston South Carolina so many of the members come from those areas. When I began thinking about who I would ask to participate in this group I decided to start listing people who had unique qualifications and talent to bring to the table. I didn’t let geography limit my choices-because with technology everyone can be connected within an instant. Many times people look locally to compile a committee because it’s easier and more comfortable. Ironically the more people heard about what we were doing at the Folk Art Museum for the YP committee the more people started approaching me to see how they could get involved. One of the members is actually in Paris! The Vice Chairs and I work closely together to make decisions that will impact the development and the growth of this group. Additionally all committee members help promote and market the mission behind our group and how it relates to the AFAM.
Who would you identify as your fund raising mentor or role model?
My mother. She is the most giving and caring person I know and puts everyone before herself. Her ability to bring people together is indescribable. She can make oil and water mix together. People flock to her for her resources and her unconventional ideas. But I’ve been taking notes and I think I’ve caught onto her trick. She’s like a new-age Houdini-she creates environments and parties that are comfortable, inviting and so much fun you forget you’re at a fundraiser. And then POOF! She vanishes and she’s on to planning the next event.
What other organizations are you involved?
- The Kristen Ann Carr Fund
- American Red Cross
- Arthritis Foundation of Northern California
- SHARE
Profession (besides creating new volunteer organizations)?
Three years ago I began a sole proprietorship in NYC in conjunction to working a fulltime job. Opportunities kept popping up for my small business so I had to make a decision. Take a leap of faith and go off on my own or continue the juggling act and run the risk of losing the opportunities. So this past August I took the plunge and transplanted myself to San Francisco to focus on developing a west coast presence for my own company called EPiC Design Studios- design consulting specializing in Events, Products, Interiors and Communications. I still spend a lot of time going back and forth between coasts in order to maintain my client base and to see my family. It’s a work in progress but I am incredibly excited by the recent growth and the challenges I encounter on a daily basis.
What are you wearing to 100% Folk?
I will either be wearing a very cool dress made by Gus Harputs of San Francisco with booties and fun tights or a dress by my friend Jan Warnock of San Francisco.
Driving…?
I recently purchased a Prius which is by far the biggest purchase I have ever made. I keep telling myself to think of it as a large handbag that provides transportation. (I can throw everything I need for the day in it and take off anywhere) Everyone should buy one they’re the only car that provides an ROI in gas savings and they’re good for the environment and sooo spiffy inside! I call it the Space P-Pod. I love it.
Sugar or salt…?
Salt and Vinegar hands down. My refrigerator is always stocked with Claasen dill pickles. Can’t live without them. But Sundays—I’m known to eat anything that’s not nailed down…..including sweets. I mean you can always get back on that diet on Monday right??? J
Song stuck in your head…?
Fix You by Coldplay.
Dreaming of…?
I don’t sleep very much these days. I live by the saying “Some people sleep at night dreaming about big ideas, while others stay awake achieving them.” Right now I’m dreaming of catching some much needed ZZZZZ’s!
Can’t get enough of…?
Business & Sociology books. (I have stacks of them on my nightstand)
In 10 years…?
I definitely have a 5 year plan-but haven’t really thought beyond that. Ideally in 10 years I will have established a strong presence for EPiC in NYC, SF and Charleston SC. I also hope to be settled down with someone (although I’m not sure who that person is right now) who carries the same work ethic as I do—but can appreciate the more important things in life-like having fun, family and friends.
Envious of…?
AVROKO, one of the most dynamic and innovative design firms in New York City. Also, CarTelligent, a unique car buying brokerage firm that started up in San Francisco. I’m envious of their business models and their success!
Obsessed with…?
Miniature ponies, English Angora rabbits and bulldogs. (one day I’d love to have a farm so all of them can roam… I’d also have oreo cows and fainting goats!)
People would never believe…?
That Statistics was my strongest subject.
About the American Folk Art Museum
MISSION: The American Folk Art Museum is the premier institution devoted to the aesthetic appreciation of traditional folk art and creative expressions of contemporary self-taught artists from the United States and abroad. The museum preserves, conserves, and interprets a comprehensive collection of the highest quality, with objects dating from the eighteenth century to the present.
LOCATION: 45 West 53rd Street
(between 5th and 6th Avenues)
New York, NY 10019-5401
T 212. 265. 1040
F 212. 265. 2350
WEBSITES: American Folk Art Museum,
Young Patrons
100% Folk sponsors mentioned in this article: