Steve La Riccia, gallery coordinator for the New Zone Art Gallery in Eugene, Oregon, is profiled for his decades-long journey through the local art scene. After traveling the West Coast and settling in Eugene in the 1970s, he worked at a food processing plant and sold illegal fireworks to buy a home. In 1991, after the Mayor's Art Show rejected many artists, La Riccia helped organize Eugene's first 'Salon De Refusés,' a show for rejected works, which shifted his focus from promoting his own art to supporting other artists. He later co-ran the New Zone gallery and became known for his SX-70 Polaroid manipulations until the company ceased film production in 2009.
This story matters because it highlights the grassroots, community-driven nature of Eugene's art scene, where local figures like La Riccia and Jerry Ross created alternative exhibition spaces to challenge institutional gatekeeping. It also underscores the vulnerability of artists who rely on niche, discontinued mediums like Polaroid film, and the resilience required to adapt and continue promoting art at the local level. The profile serves as a testament to the unsung organizers who sustain regional art communities outside major metropolitan centers.