With a penchant for red chile, Julie Heinrich is rooted in New Mexico. And after an eight-year stint at a Washington, D.C., public relations firm, she's returning to lead a new nonprofit.
The Meow Wolf Foundation will serve as a philanthropic wing of the Santa Fe arts firm, which is coming off a big year in which it opened two new permanent exhibits. Meow Wolf says more details are to come on the nonprofit, which will be primarily funded by the arts firm, but may also include fundraising events and partnerships with other financiers.
Albuquerque Business First caught up with Heinrich over email to get her take on the new role, the nonprofit and her past professional experience (and her favorite type of chile, of course).
The interview has been edited for brevity and clarity.
Why were you interested in this position?
I remember the first time I went to the Santa Fe location and thought to myself ... this is how I want to experience art. I want to get inside it and inside the minds of the artists who created it, with a localized flavor and capacity to interact. I adore that New Mexico was the fertile soil that grew this special company.
This opportunity aligned beautifully with work I’ve been doing with national and global purpose-driven brands telling stories of innovation, impact and equity. Some of my favorite client work was in support of large global foundations.
I supported Meow Wolf with some strategic planning over the past year, and in the process, absolutely fell in love with this organization ... Employees from throughout the company are reaching out to find out how they can get involved.
When was your first day and what was it like?
Most memorable was my tour of CAT, Santa Fe’s expansive warehouse where exhibition materials are produced for our various markets ... it also includes large-scale engineering equipment, a paint studio, computer terminals for design ...
Additionally, there’s a phone booth that enables you to talk to a surprised guest on the other line in Las Vegas (and maybe take on a character persona in the process). Isn’t that amazing?
What do you hope to accomplish at the Meow Wolf Foundation?
Working in conjunction with our CEO Jose Tolosa, I hope to fully establish the foundation in year one and ensure it’s governed with integrity, listen and better understand the needs of our communities, kick off early philanthropic giving, and measure results — updating our approach, as needed.
Listening sessions in our markets with our employees should ensure our approach to philanthropy is rooted in the needs of our communities. The Foundation is not just about charity but represents a collaboration with our partners to address social and environmental challenges. In the early years, our spending will be lean, yet strategic. It will be responsive, providing incremental support to local causes and demonstrate to our employees, customers and other stakeholders that Meow Wolf is a compassionate, caring partner. We’ll also seek partnerships with other funders to amplify our impact.
What types of social change do you hope to spur as the foundation’s leader?
We’re finalizing our strategic approach and will announce more in the months ahead. However, there is a longstanding commitment to arts education at the company, a desire to use art and creativity to spark conversations around challenges like climate change and ensure equitable access to culture.
How will your past professional experience inform how you approach this new role?
I’m proud to have worked at a leading global agency that was fast-paced, data-driven and guided by purpose and values. I worked with numerous companies, foundations and nonprofits on their social impact programs, sustainability partnerships, strategic positioning and storytelling. I hope to apply best practices and lessons learned in support of this dynamic and creative home-grown company I now work for.
Will you be living in Santa Fe? Why were you interested in moving back to New Mexico?
I came back home during the pandemic, New Mexico felt like a healing place to be, with abundant sunshine, more quiet and easy access to the outdoors. We’ve had a place in Albuquerque for many years. I’ll commute to Santa Fe a bit each week and spend time in our other markets too.
What nonprofit boards have you served on? What boards do you currently serve on?
I’ve served on the boards of the Explora Science Center and Children’s Museum; La Montanita Coop ... and The Sierra Club, Rio Grande chapter. I’ve volunteered for organizations and campaigns, as well.
I often wish I had even more time to serve on boards, but also recognize that our family is in service to our state and country, as my husband is a policymaker. I think this is important to note, many public servants cannot do their jobs without the support of a broader family.
Red or green chile?
Lately, I’m really into red chile on homemade enchiladas. Chile Traditions in Albuquerque has a really flavorful dry red chile for making killer red chile sauce.
