Share Your Shift: How Nichole Kitchen adapted to a new era of creativity and connection with Muskoka Arts & Crafts

Nichole Kitchen, Executive Director of Muskoka Arts & Crafts.

As part of Muskoka Business Week’s Shift Happens series, we spoke with Nichole Kitchen, Executive Director of Muskoka Arts & Crafts, to learn about how one of Ontario’s oldest arts organizations continues to evolve while staying true to its creative roots. From embracing digital innovation to expanding community connections, Nichole shares how MA&C has adapted to change and strengthened its impact across Muskoka’s vibrant arts scene.

As part of Muskoka Business Week’s Shift Happens series, we spoke with Nichole Kitchen, Executive Director of Muskoka Arts & Crafts, to learn about how one of Ontario’s oldest arts organizations continues to evolve while staying true to its creative roots. From embracing digital innovation to expanding community connections, Nichole shares how MA&C has adapted to change and strengthened its impact across Muskoka’s vibrant arts scene.

Can you briefly describe your business and the services/products you offer?

Muskoka Arts & Crafts (est. 1963) is one of Ontario’s oldest and most respected arts organizations. We connect over 400+ artists, makers, and art lovers through vibrant exhibitions, creative programs, and community events. Our gallery and MA&C Maker Gift Shop showcase unique, locally made art, while our iconic Summer Show draws over 10,000 visitors annually. We are committed to celebrating creativity, craftsmanship, and the rich artistic spirit of Muskoka.

What is one major “shift” or change your business has made in recent years?

A major shift for us has been embracing digital innovation and enhancing accessibility. We launched a user-friendly app to streamline communication, connect our community, and make it easier to shop online. Additionally, we’ve introduced the MA&C Maker Shop to feature work from our talented local artists. This has offered visitors a unique opportunity to purchase handmade, one-of-a-kind art, souvenirs, and gifts that celebrate Muskoka’s creative spirit. We also offer all our exhibitions and MA&C Shop items online.

What challenges did you face during this shift, and how did you overcome them?

Our biggest challenges during this shift were fundraising and having enough manpower to manage our many initiatives, from exhibition setups to planning our largest annual event, the Summer Show. We continue to work on overcoming these challenges by applying for grants and funding that offer additional staff support.

What has been the most rewarding outcome of adapting to change?

The most rewarding outcome of adapting to change has been the incredible growth in our community presence and engagement with more than 10,000 visitors through our doors this past year. Our visibility has increased significantly, membership has grown to more than 400 artists and supporters, and we’ve expanded our programming with new initiatives like the Autumn Art Market, launched in collaboration with the Bracebridge BIA. These achievements reflect the strength of our creative community and our continued commitment to supporting and showcasing local art in Muskoka.

What advice would you give to other business owners navigating change?

My advice to other business owners navigating change is to embrace it with openness and purpose. Take time to assess what’s working and what isn’t, and don’t be afraid to adapt. Stay connected to your mission by continually asking, “Am I making a positive impact on my community and supporting local?” When your decisions are guided by purpose and community values, change becomes an opportunity for growth rather than a challenge.

How do you see your business continuing to grow or evolve in the future?

As a not-for-profit, we see our future growth rooted in relevance and community engagement. We are focused on connecting with individuals and local business owners who value arts and culture, building partnerships, and expanding our programs and events. By fostering strong community support and continuing to showcase the creativity of our members, we aim to grow both our membership and our impact, ensuring that Muskoka Arts & Crafts remains a vibrant, inspiring hub for the arts. Check out our creative sponsorship campaign to find out how you can get involved.

What does being part of the Muskoka business community mean to you?

Being part of the Muskoka business community means creating and sustaining a vibrant public arts and culture space that benefits everyone. We take seriously our role in providing opportunities for youth and artists to showcase, sell, and promote their work. Supporting local creativity is the cornerstone of our organization, and being an active part of this community allows us to nurture talent, inspire engagement, and strengthen Muskoka’s cultural landscape, ultimately increasing tourism and visitors to our beautiful community.

Be sure to attend our networking event with Muskoka Arts & Crafts on November 13, 2025, from 12-2PM at MA&C on Main and check out the Holiday Market beginning on November 14.