Simsbury-Based Executive Director Leads American Mural Project into New Phase
by Carl Wiser
Staff Writer
In an old mill building at 90 Whiting Street in Winsted, you can explore a stunning, 120-foot-long, five-story mural that took artist Ellen Griesedieck 22 years to build. It's part of the American Mural Project (AMP), which opened to the public in 2022. Funding came through grants and donations, but now it needs to become profitable. That's the challenge for Jennifer Chrein (pronounced "Crine" - one syllable) of Simsbury, who took over as executive director in January.
"I've always been on the revenue side at nonprofits," says Chrein, who has worked in media for over 30 years, including at Sesame Workshop. "People think nonprofits can't make money and thrive, but you can - you just put your profits back into your mission to increase its impact and reach."
AMP charges admission (adults: $15, seniors and veterans: $12, students: $5), but once you've seen it, you'll need a reason to come back - it's not a traditional gallery with ever-changing exhibits. Many return for events like lectures, theatrical performances and live music (a regular feature is the Happy Hour Piano Series, held the fourth Friday of every month). There are also educational programs for kids, including a summer camp and a teen art studio. But Chrein knows they'll need more, and she has two key projects in the works. First, creating an art curriculum to sell to schools.
"While we have a nice art education program, it's hard to roll out art classes nationally because they vary so much from place to place," she says. "What's key is understanding the mission and building a curriculum based on the themes of work and workers, aligned with school curricula across the country - creating lesson plans and training teachers to teach creatively.
Michelle Begley, known in Canton for her work at the library, is the education program director at AMP. "The American Mural Project offers field trips for students as young as kindergarten through juniors in high school," she says. "The initial pilot for AMP field trips occurred in partnership with the Canton Intermediate School. AMP's field trips are unique because they explore the intersection of creativity, innovation, and career aspirations - work and valuing workers is the central theme of the one-of-a-kind art project. Book yours today!"
"One thing Ellen is very much about is that there are no lines, no boxes - it's all about possibilities, collaboration, and ideas. That's something a lot of teachers might not fully grasp how to teach. So we've hired two curriculum development experts who are researching our existing programs to determine what's developmentally appropriate, grade by grade, from K through 12. We've also hired an educational products expert who's assessing the marketplace - schools, foundations, corporations - since the workforce is incredibly challenged right now across many industries. We'll roll this out state by state, since curricula vary, and align it with Career Pathways, which is a major curriculum framework across the U.S."
Second, rentals. "This space is glorious - it's like a cathedral," she says. "And our sound system is fantastic, along with the lighting. We hired a venue rental and event-planning expert who's been assessing opportunities: social events like weddings and birthdays, as well as professional, philanthropic, and corporate events.
"We've done an assessment, brought in caterers, talked to hotel people - all of that. Being in the northwest corner of Connecticut, we're not yet a real destination, but we're building toward that with the town and surrounding areas. There are great hotels near Canton, Simsbury, and Farmington - only 27 minutes away, not that far, though there's a bit of a divide. So we're focusing first on corporate meetings and philanthropic events for other nonprofits that don't have a space like ours to host galas and similar events."
Why Winsted?
The mural is a tribute to American workers, which makes it a good fit for Winsted, a once-thriving mill and manufacturing town. The American Mural Project purchased the building, along with another behind it, in 2006. The mural was made in separate pieces in Ellen Griesedieck's studio in Sharon, Connecticut, then brought to Winsted and installed. The first mill building was renovated specifically to host the mural, which involved raising the roof. The second building is set to be converted into an educational space.
The location is propitious, close to Route 44 and part of the Whiting Mills complex, which houses various artist studios. But AMP's impact goes far beyond Winsted. "The whole purpose of the mural was to have a national reach: 17 different states and 15,000 students and adults collaborated on it," Chrein says. "Ellen is the artist, but she had enormous collaboration from kids, schools, and teachers."
A Fateful Test Drive
Chrein was born in Brooklyn and moved with her family to New Jersey when she was 13. "Then we moved to New York City, where my parents were pioneers of the loft movement - this was 1978. They bought a loft in Chelsea. We even had a big mural on one wall that my parents had an artist paint - not as big as this one, of course."
From there it was off to college at Washington University in St. Louis, where she graduated with a degree in psychology. Her first job was back in New York for the advertising agency DMB&B ("I was fresh out of college overseeing Pampers' media spend, a huge responsibility"). She landed a better-paying job at a TV syndication company, where she became a vice president in their international division.
"I was young, and it was a thriving, very large business," she says. "I was selling shows like <i>Baywatch</i> and <i>Care Bears</i>. I moved into children's media when I joined Sesame Workshop in 2000. They transferred me to London for three years, where I ran their international sales. When I came home, I worked at a couple more international distribution companies."
Chrein had her daughter Jolie in 2005. Three years later, she realized her work/life balance was off when she came home from a trip. "My daughter was speaking with a Caribbean accent, which I don't have. My nanny was basically her mother at that point. It was eye-opening."
In 2009, when the economy was struggling and Sesame was downsizing, Chrein was told to list two people from her team to cut. She put her own name on the list, became a consultant, and moved to the Berkshires.
"I ended up making twice what I made full-time, working for multiple companies," she says. "During that time, I branched out from television sales and distribution into content and creative development, even becoming a creator myself. I co-created a television show called <i>Powerbirds</i> that aired on Universal Kids, which is still being distributed internationally."
She discovered Simsbury when she bought a Volvo. "There are very few Volvo dealers in the country, so I test-drove one at Mitchell Volvo. I said, 'Let's move here.' I did some research, saw the school system was strong, and liked that it was classically suburban but still had country elements. I haven't left since."
This was 2012. She discovered the American Mural Project in 2024 when a friend invited her there for a wine tasting.
"When I walked in, I was consumed," she says. "I didn't know what to focus on first. I was raised in a loft in New York City, so the space itself resonated with me immediately. I love that urban, industrial, loft-like environment. But the mural really got me. The more I looked at it, the characters seemed to turn and speak to me. I saw animated series, I saw books... my whole background in children's media just came alive in front of me. I had a great night and ended up meeting everyone. It was the first time in a long time I'd felt that kind of connection, like I'd found my people.
"They weren't ready for that next chapter yet, but when I heard the prior executive director was leaving, I thought, What about me? They were surprised - they hadn't thought that's something I'd want to do. But it was the right time in my life to make a change. I've always felt good about my work, but I needed a different environment and pace. I felt I could make a big contribution: help build a revenue model, more distribution, and more awareness. That got everyone excited, and they hired me."
"During the evaluation process, I made it clear it's about my skills, not my industry background, and that's deeply connected to the mural itself, which is all about creativity, thinking outside the box, and problem-solving. As Ellen says, it's all about showing people there are possibilities. It felt meant to be. My family raised me to appreciate culture, diversity, and creativity, and I feel very fortunate that all my life lessons - not just my career - can contribute here. That's what work is really about."
Chrein lives in Simsbury with Blu, her Australian cattle dog. We got to know her better with a bit of Q&A:
What's the best part of the job here?
The newness. I might meet with the town manager on a Wednesday, or the owner of a coffee shop who's helping us build out a small café here. We met the secretary of the state recently for a civics project. I meet musicians, their managers, teaching artists - it's wild and exciting.
What do you like to do when you're not working?
My brain's always on, but I love to run - that's my peace. I'm very social during the week, so I like quiet time at home.
I'm a big fashionista. I've curated a wonderful wardrobe from my travels: jewelry, belts, shoes. Everything I wear has a little story behind it. It's been fun coming back into an office, because when I worked from home I could wear sweatpants all day. Now I've had to get used to a waistband again.
What are some of your favorite places in the Simsbury area?
I love running the loop behind Iron Horse. I love the historic homes around Rosedale Farms. Dom's has the best avocado toast with smoked salmon. And I love Saville Dam in Barkhamsted, with a castle-like structure in the center. I discovered it driving to that first wine tasting, and it felt like hearing angels sing. It's a beautiful place to walk.
What do you prefer for entertainment?
Live events, definitely. I love being introduced to new things and having experiences. We've had amazing a cappella groups from various colleges perform here, and I love our piano series - it's simple and intimate. My daughter and I go to Tanglewood a lot. She's a neuroscience and music major and loves music.
One of my best friends started the tradition of giving "experiences" instead of presents, so we go to a lot of music events together. She has such a diverse musical repertoire, so it's a lot of fun.
What's something you'd like to learn?
To swim. I never learned. I'd also like to explore other physical activities, maybe Pilates or different workouts.
Who are some artists you enjoy?
I've always loved Edward Hopper - his reflective scenes and characters have a similar vibe to this place. I love Picasso and Miró.
What's something you've accomplished here at AMP that you're proud of?
Bringing in some really excellent consulting professionals from my TV and media background - the three consultants working with us on curriculum and curriculum distribution. Ellen is really excited about it, and I think everyone here is excited to see what it could bring to AMP, and what AMP can bring to the country, and maybe even the world, someday.
Learn more at https://www.americanmuralproject.org/