In this feature, we sit down with Ariel Shelton, Co-Executive Director of External Relations + Community Impact at CultureWorks Greater Philadelphia, to explore her journey as a leader in the arts and nonprofit sectors. Ariel shares her passion for cultivating spaces that foster creativity, collaboration, and community engagement. From her early career experiences to her impactful role at CultureWorks, Ariel offers invaluable insights into the importance of inclusivity and innovation in building sustainable, supportive environments for artists and organizations.

CultureWorks serves as a nonprofit management resource hub for over 80 organizations in Philadelphia, providing fiscal sponsorship, coworking space, and professional development events to support the cultural community. Dive into Ariel’s inspiring story and discover how she’s helping shape the future of arts and culture in Philadelphia and beyond.

Hi Ariel, thanks for joining us today. Looking back, what’s an important lesson you learned at a prior job?

As a co-founder of the Arts Administrators of Color Network, a nonprofit I helped launch in 2016 in Washington, DC, I gained invaluable experience leading a working board toward action and opportunity. Serving as the board chair, I was responsible for pulling in talented individuals who could support the organization’s mission. This experience taught me the fundamentals of fundraising and program development in a powerful way.

It wasn’t always easy! We faced challenges, especially with people who joined the board expecting a more passive role, not realizing that we were a hands-on, working board. This forced me to think creatively, finding new pathways for financial support and tapping into the innate talents of our board members to broaden our reach and increase our capacity.

This experience taught me the importance of both creativity and flexibility in leadership. Even in the face of the numerous shifts that have affected many arts organizations, our team adapted and continued to provide a crucial affinity space for those seeking community.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I have a deep-rooted connection to the arts and hospitality industries, which have shaped my perspective on creativity, culture, and community. As a Black woman playing the French horn, I experienced firsthand the challenges and triumphs of navigating the classical music world, a space where diversity is often lacking. This experience taught me resilience and the importance of finding and fostering inclusive environments. I’ve carried those lessons into my work in hospitality, where I learned to balance creativity with service, ensuring that people feel valued and supported.

I recognize creativity and culture as universal concepts that transcend boundaries. Through my work, I’m proud to support organizations that cultivate environments where people from all walks of life can learn, support one another, and connect in meaningful ways. I believe that when we create spaces that welcome diverse voices and experiences, we unlock the true potential of our communities.

What sets me apart is my commitment to fostering these vital connections. I understand the unique needs of organizations striving to make an impact, and I’m passionate about helping them build sustainable, inclusive practices. Whether through strategic guidance, creating spaces for collaboration, or amplifying voices that need to be heard, my work centers on empowering others to thrive.

One of the things I’m most proud of is the ability to help create environments where people can come together, share their experiences, and inspire one another. It’s this focus on inclusivity, creativity, and culture that drives everything I do.

For those looking to collaborate or engage, I want you to know that my work is about building bridges—between people, ideas, and opportunities. Whether it’s through the arts, hospitality, or community-focused initiatives, I’m dedicated to making sure that everyone has a seat at the table (and can break apart that table, if necessary for healthy progress!)

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I believe that building authentic, one-on-one connections is the cornerstone of fostering brand loyalty and maintaining lasting relationships with clients, community members, and those in the broader network. It’s not just about providing a service or fulfilling a transaction—it’s about genuinely understanding the needs, aspirations, and values of the people I work with. I make it a priority to have open and honest conversations with members of the community, whether through regular check-ins, personalized emails, or even face-to-face meetings when possible. These individual interactions help me understand where they are coming from and how I can best support them.

In addition to these personal connections, I focus on creating value for those in the community in a way that feels reciprocal. Brand loyalty isn’t just about clients trusting me; it’s also about me investing in them and showing that I’m committed to their success. By offering resources, advice, and opportunities tailored to their needs, I aim to make it clear that their growth and achievements are just as important to me as they are to them. It’s this reciprocal value that deepens our relationships and helps build long-lasting partnerships.

For me, it’s about going beyond the surface level and building real, meaningful connections. When members of the community feel seen, heard, and supported, they’re more likely to remain loyal. And in turn, these deep connections foster a sense of mutual respect and investment in each other’s success, creating a powerful cycle of support and loyalty.

Have any books or other resources had a big impact on you?

There are three books that have significantly impacted my management and entrepreneurial thinking, and I highly recommend checking them out:

Never Eat Alone by Keith Ferrazzi – This book changed the way I think about networking and relationship-building. Ferrazzi emphasizes the importance of creating genuine connections and fostering mutually beneficial relationships, which aligns with my belief in the power of authentic, one-on-one connections. It also helped me find comfort in the gray areas that come up between the boundaries of work and life.

Atomic Habits by James Clear – Clear’s insights into how small, consistent actions can lead to significant change have helped me rethink how I approach both personal and professional growth. This book reinforced the idea that success is built on the accumulation of tiny, strategic habits over time, and reminds me so much of what I learned as I went through the process of mastering the French Horn.

The Tools by Phil Stutz – This book has been a game-changer for me in terms of understanding how to overcome internal obstacles and unlock potential. Stutz’s practical tools offer a unique approach to pushing past fear and self-doubt, which has been invaluable in my entrepreneurial journey. I especially like his “LifeForce Pyramid”, which provides a helpful visual around the connection between your mind, body, and relationships.

Each of these books has influenced how I approach leadership, relationship-building, and personal growth, and I return to them often for guidance and inspiration.

Contact Info:

• Website: https://cultureworksphila.org
• Instagram: https://www.instagram.com/cultureworks/
• Facebook: https://www.facebook.com/PHLCultureWorks/
• Linkedin: https://www.linkedin.com/company/cultureworks-greater-philadelphia/

Image Credits

Margo_Reed_for_Avi_Fox
Expressive Eddie
German Vazquez