We recently connected with Beverly Todd and have shared our conversation below.

Beverly, looking forward to hearing all of your stories today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

This is such a great question, and it really hits home for me! If there’s one thing I’ve learned in life and art, it’s that taking a risk can be the most rewarding leap you ever make. Let me tell you a story about a big one I took.

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When Georgia O’Keeffe Said “Hell, Yes!”

Seven years ago, I was at a crossroads. I was deep into my role as a nonprofit CEO in Omaha, Nebraska, with my painting relegated to just one weekend a month. It was a good life, but my heart was telling me something else entirely. It was time to really follow that pull and dive in, transitioning from a part-time artist to a full-time artist and art entrepreneur.

I found myself at Ghost Ranch in northern New Mexico, looking at properties, feeling that deep pull of the land. As I drifted off to sleep in my ranch cabin, I said, almost as a prayer, “Georgia, should I leave the safety of my life in Omaha and start over here in New Mexico?” Talking to Georgia O’Keeffe felt more than appropriate; she had done the very same thing 70 years before me, settling on Ghost Ranch property and becoming the “mother” of American Modernist Art. I admired her art, of course, but even more, I admired her spirit.

Around sunrise, a furious thunderstorm rolled across the red hills. With a mighty gust, the cabin’s wooden shutter blew open and flapped wildly, banging against the walls. I sat up, a wide smile spreading across my face. It was Georgia’s “hell, yes!” She was like that, and I could almost hear her add, “get going, girl!”

A year later, my life and art were packed into a 26-foot moving truck, and I was at the wheel, cutting across the Midwest, heading for the adventure of moving my life, my art practice, and a new art business to Santa Fe, New Mexico. It was, hands down, the best decision I’ve ever made. I created a live-work place for myself, and a live-work studio for other artists to grow in their creativity.

From there, it just kept growing. I’ve since launched three businesses: B. Todd Arts for my fine art, Santa Fe Artist Getaway to help artists grow, and TeamPaint, which offers art-based leadership development for non-artists. My art is now in galleries, and I help about 200 artists every year advance their art practice too.

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Making the Leap

Pull up a chair. If you’re ready to truly move forward with your art, this story is for you. When I decided to make this massive shift, I got serious. My corporate leadership background kicked in, and I wrote a strategic plan. This wasn’t some flimsy outline; it was a comprehensive blueprint that included a plan to mature my artistic practice, a detailed budget, and a marketing strategy. I never looked back. Within two months, I hosted my first art show right in my home.

And honestly, a huge shout-out goes to my dad, who, at 90, still tells me, “You can do anything you want in life, and I’ll help you get there.” That Nebraska farm can-do upbringing lives in my heart and propels me forward with confidence.

Here are three lessons I learned that I hope will resonate with you:

• Lesson #1: Be Intentional. Name what you want. That initial plan was a fantastic start. Of course, over the years, it’s been adjusted and grown, but the core lesson remains: be intentional. What do you truly want out of your life? Name it. Make a detailed plan. And then, make it happen. A friend once said to me, “Bev, you make things happen.” That’s the power of intention. Can you relate?

• Lesson #2: Be Fearless and Believe in Yourself. You absolutely can do this! Sometimes, the biggest hurdle is just getting started, just taking that first step. Don’t overthink it; just jump in and start making things happen. There’s a certain magic that happens when you commit and put yourself out there. It’s like the universe conspires to help you once you’ve made that declaration.

• Lesson #3: Listen to Voices That Support You. For me, it was Georgia O’Keeffe’s thunderous “hell, yes!” and my dad’s unwavering belief. Seek out those who champion you, who see your potential, and who will cheer you on when things get tough. Because, let’s be real, my dad is never wrong!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

About: Beverly Todd

If there’s one thing that drives me, it’s the absolute terror of being average. Seriously, my biggest fear is settling, of not becoming the very best person, artist, and coach I can be. I’m here to tap into every bit of my unique, odd, creative self and use my dual superpowers: being strategic and creative. That’s me in a nutshell – the “odd girl out,” and I own it, wholeheartedly.

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My Brand: Power & Possibilities

I’m constantly creating – whether it’s new ideas, programs, projects, or just fresh ways to see and grow in the world. And I’m always pondering creativity itself: where it comes from, where it lives, and how we can access it. How can we weave it into every aspect of our lives – from community and business to problem-solving and, of course, the arts.

These two things are the hallmarks of my brand and what I value most: stepping into the power of being different and maximizing that, and seeing the world in endless possibilities. Yes, it’s a good bit of daydreaming, but that dreaming yields big results in making amazing things happen.

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Maximizing Life: More than Solving Problems

I don’t just solve problems; I show people how to maximize their lives.

For my art collectors, I bring value, story, and connection into their homes through the power of art. When words fall short, art speaks volumes. Every piece I create tells a powerful story, beginning a conversation that the collector can then explore further. It becomes a presence in their home and life that can be peaceful, joyful, intriguing, curious, or deeply inspiring.

For artists, I help them step into the full power of their creativity. I guide them to understand what it truly means to live as an artist, how to move through the world with an artistic lens, and how to tap into deeper wells of creativity. We work to unlearn the very things that might be holding them back, learning to truly look, see, interpret, and then create. I equip them with the tools not just to become an artist, but to launch and grow their unique art business, defining their own distinct path forward.

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My Approach: Joyful Leaps and Fearless Exploration

So, who am I? I’m Beverly Todd, an abstract artist, creativity coach, workshop leader, and residency host, creating from the inspiring foothills of Santa Fe, New Mexico.

Think of my art as a joyful leap into the “what if?” expressed with pure wonder and a vibrant “let’s see!” attitude. My canvases pulse with the raw energy of exploration, a testament to my passionate and physical approach to painting. I transform acrylics and mixed media into playgrounds, manipulating them with everything from hardware store finds to my own hands, resulting in dynamic layers and unexpected textures. Inspired by the expansive landscapes of my Nebraska upbringing and now thriving in Santa Fe, my work embodies a childlike curiosity and a fearless embrace of the unconventional.

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Most Proud Of: Inspiring Growth in Others

What am I most proud of? I’m incredibly proud of building a life and a business that is authentically me, where I get to empower others to embrace their own creative journeys. I’m proud to help artists become more of who they are meant to be, and to bring joy and connection into people’s lives through my art.

The main thing I want potential clients, followers, and fans to know is this: I believe in the power of embracing your unique self and the incredible things that can happen when you dare to be different and truly create. My work, whether it’s a painting or a coaching session, is about inspiring you to rediscover your own innate sense of wonder and make amazing things happen in your life and art.

We’d love to hear about how you keep in touch with clients.

For someone with a journalism degree and a background in non-verbal communication, you might think I’d have all the theories down. But honestly, I’ve learned the most about genuinely valuing and engaging with people through simple, one-on-one conversations. It boils down to this: people want to be known, appreciated, and connected with. ________________________________________
My Connection Philosophy: It’s All About Them

That fundamental truth guides everything I do when it comes to keeping in touch with my incredible clients and fostering true loyalty. Here are the three main things I keep front and center in all my communications:

1. Make it about them, not you. What are their hopes, their fears? What are they thinking and saying? How can I truly help them? My communication is always tailored to where they are. People genuinely want to be engaged, so I always strive for a two-way conversation.

2. Show up and be consistent. You’ll want to connect and communicate with your audience much more often than you might feel comfortable doing – trust me, they do want to hear from you! Consistency builds trust and a real relationship.

3. Always be curious. I’m constantly wondering, testing, and uncovering better ways to have those two-way conversations. I use tools to test my messages, learn from the data, and adapt to better serve my community.

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The Heart of My Connection: The Newsletter

My newsletter is, without a doubt, the most valuable direct connection I have with my audience. Every single one of the 2,000 subscribers has opted in – they’ve explicitly told me, “I want to hear from you.” Now, that’s not a huge list, and I don’t need one. As Seth Godin wisely says in “This is Marketing” (seriously, get that book, it’s a marketing must-read!), “People like us do things like this.” These are my people, my tribe. It’s my opportunity to bring the work I’m passionate about to those who are eager to engage with it and talk about it.

At the start of 2025, I did an audit of how my newsletter was connecting, and frankly, it wasn’t what I wanted. It was only going out when I had an offer or a sale, which felt too transactional.

In the overhaul, I did two crucial things:
1. I made it truly about the reader.
2. I increased the frequency to twice a week.

Every Sunday “Getaway News” is filled with content curated specifically for creatives. The Sunday edition, including my column “On Becoming” is a haven, nurturing the artistic spirit and empowering them to build a fulfilling life as an artist. It’s my commitment to being in service to their creative journey.

Then, every Wednesday I highlights a service, activity, event, or resource that boosts their journey. It’s a direct link to opportunities like Getaway Workshops, Getaway Residencies, Creative Coaching, and B. Todd Arts – all services that serve creative growth.

The change has been incredible. My metrics improved dramatically: I now have a 99% delivery rate, a 60% open rate, and a 10% click rate. But the real testament? Comments like, “I look forward to your Sunday email every week and block out time in my schedule just to read it.”

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Be the One They’re Looking For

I work with about 200 artists annually through in-person workshops, online workshops, and one-on-one coaching. My calendar is fully booked, and I’m truly in that sweet spot. The big takeaway here is that you don’t need to be everything to everyone. Instead, focus on being the best at what you do, and make your work matter deeply to those who genuinely care about what you offer. Be the one they are looking for, the one they want to work with. That’s how you build true loyalty and lasting connection.

What else should we know about how you took your side hustle and scaled it up into what it is today?

The journey from a side hustle to a full-time career is one of my favorite stories to tell.

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From Nonprofit CEO to Full-Time Creative

At age 50, I decided it was time for a big change. I was a nonprofit CEO, and while that work was fulfilling, my heart was truly pulling me towards a full-time life as an artist and entrepreneur. So, I did what any good CEO would do: I wrote a strategic plan for this huge leap!

A crucial part of that plan was carving out dedicated, deep work time for my art. For ten years, I committed to a ritual: every month, I’d take off a Friday from my day job and immerse myself in painting. This meant from Thursday evening through Friday, Saturday, and Sunday, my focus was entirely on developing my artistic practice. This approach was a game-changer; it allowed me to maintain financial security while diving deep into my creative development. My advice to anyone with a passion? Find ways to give it dedicated time, making it more than just a fleeting side hustle.

At that same time, I also launched my very first art business: TeamPaint. This venture was the perfect fusion of my corporate leadership development and team-building background with my love for art. TeamPaint is an arts-based experience designed to build teams and translate creativity from the canvas directly into the business world. I literally traveled across the country with my art supplies packed into a suitcase, leading these transformative experiences for businesses, non-profits, various groups, and even families.

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Mastering the Entrepreneurial Shift

One key to scaling these “side hustles” was something often overlooked: communication. In both cases, I made sure to communicate my outside creative work with my leadership team and secured full support. How? I talked excitedly about how my passion connected to my day job, and I even brought the TeamPaint program into my organization, leading team-building sessions for my own staff.

My work team quickly became champions of my passion, seeing firsthand how it contributed positively to our work environment and made me an even better, uniquely contributing team member.

So, the big lessons here are clear: block out dedicated time, communicate openly, connect your passions to your broader life, and truly enjoy the process. This isn’t just about scaling a business; it’s about scaling you into the fullest expression of your creative self.

Contact Info:

• Website: www.SantaFeArtistGetaway.com www.BToddArts.com www.TeamPaint.com
• Instagram: https://www.instagram.com/b.todd.arts/
• Youtube: https://www.youtube.com/channel/UCEcyD7ei9eY4MdyBtYrSy8A

Image Credits
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