We were lucky to catch up with Kristina Kaiser recently and have shared our conversation below.
Hi Kristina, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
The Yards Collective has always been a space for emerging artists, and for me, that mission is deeply personal.
When I was still in college, I interned with The Yards’ founders, Sarah Rutherford and Lea Rizzo. I experienced firsthand how important it is for artists—especially those at a midpoint in their careers or still figuring out their place in the art world—to have a space that encourages experimentation. At The Yards, you could try an idea, install it, get feedback, and learn in real time. It was all the practical, hands-on experience they didn’t teach in art school.
When I took over The Yards, I knew this had to remain at the heart of our mission. We continue to host student shows, carve out time and space for emerging voices, and maintain a strong internship program. Last year, we proudly offered our first paid internship, which evolved into a studio assistant role for a talented young artist. Watching that growth felt like the mission coming full circle.
When my studio assistant once asked why I offer these opportunities, my answer was simple: I was once in your shoes. I know how transformative it is to gain real-world skills—framing artwork, preparing for exhibitions, and understanding the process of putting work into the world. My mission is to pass that knowledge forward, so multiple generations of aspiring artists can have the same kind of launchpad that shaped my own career.
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?
The Yards Collective is a small, women-owned arts organization rooted in community and creative collaboration. Founded in 2011 by a group of strong female-identifying makers, The Yards was built to be a welcoming, inclusive space where artists of all backgrounds can experiment, grow, and connect.
Our space includes over a dozen permanent studios, a communal workspace, and a rental gallery. As an arts incubator, we support both emerging and established artists through exhibitions, specialized classes, and a thriving membership program. We host First Friday openings, seasonal craft markets, and interactive events that bring together artists, makers, and art lovers in a shared celebration of creativity.
What sets us apart is our commitment to accessibility and mentorship. We actively create opportunities for artists who are just starting out or are at a crossroads in their careers—offering the kind of hands-on, real-world experience that’s often hard to find. From learning how to frame artwork to navigating exhibition opportunities, we aim to be that bridge between creative passion and professional practice.
We’re proud of the community we’ve built—one where artists not only share space but also share knowledge, resources, and encouragement. For us, success isn’t just measured in sales or attendance numbers, but in watching artists grow in confidence and skill, and in seeing connections form that last well beyond a single event.
At its heart, The Yards is more than just a physical space—it’s a launchpad for ideas, a place where collaboration thrives, and a hub where creativity and community go hand in hand.
Has your business ever had a near-death moment? Would you mind sharing the story?
There have been a few moments in The Yards’ history where we’ve come close to taking big risks that could have put us in real financial danger. One recurring challenge we face is that our space is located upstairs at The Rochester Public Market, which unfortunately limits accessibility for individuals with mobility constraints. Because inclusivity is such an important part of our mission, I’ve made multiple attempts—three, to be exact—to launch a sister space that would be easier for everyone to access.
Each time, I envisioned a more open and welcoming location that could complement our original home. But all three times, I ran into predatory landlords or real estate agents who saw the quality of our work and the strength of our community as something to exploit. They promised deals that sounded too good to be true—because they were.
Looking back, I wish I had trusted my gut sooner instead of letting optimism convince me that someone truly believed in supporting artists. It was a hard but important lesson: landlords don’t care about your art community, no matter how much you wish they did. Now, I’m far more cautious. If someone is promising me more than I know is realistic, I don’t take the meeting.
Those near-misses taught me to protect The Yards fiercely, to recognize our value, and to never gamble the stability of our community on the illusion of a “perfect” opportunity.
How’d you build such a strong reputation within your market?
I believe our reputation has been built on three things: consistency, kindness, and showing up.
The Yards has been open for 14 years, and one of my proudest achievements is keeping our doors open through the COVID-19 lockdowns. It was a devastating time for the arts community, and I watched many other creative businesses disappear. We made the decision to offer rent reductions so no one would lose their studio space, even if it meant tightening our own budget.
I’ve always put people first—whether that’s supporting someone’s new project, connecting artists with opportunities, or creating programs that make art more accessible. We offer a free community closet, host clothing and art supply swaps, and look for ways to lift others up in the arts.
In short, we’ve earned our reputation by being there for our community, not just when things are easy, but especially when times are hard.
Contact Info:
- Website: https://theyardsrochester.com
- Instagram: @attheyards
- Facebook: @attheyards
- Twitter: @attheyards
