by Mallory Moad

It is Rogue Festival time again! This year’s festival takes place from February 28-March 8 in the Tower District of Fresno, CA. Between now and then KRL will be publishing several Rogue Festival Performer Preview articles, as well as this article about Rogue itself. During the festival we will be publishing reviews of several of the shows. You will be able to find all of our coverage in our Rogue Festival category, and more info including some performer press releases on our Rogue Festival event page over on KRL News and Reviews. You can purchase tickets on the Rogue website.

If you follow the arts scene in Fresno, you’ve no doubt heard of the Rogue Festival. Maybe you’ve even attended. Created in 2002 by Fresno playwright Marcel Nunis, it has become one of the oldest, continuously operating (and best respected) fringe festivals in North America. The Rogue has progressively grown in size from one venue with two stages and a handful of local acts to nine separate venues and 40 performing groups and individuals from all over the US, Canada, Australia and the UK.

And that’s a really big deal.

What exactly does it take to present one of the most successful arts events in the Central Valley? It sure doesn’t miraculously happen on its own. Bottom line: it all comes down to people, from dedicated administrators to a staff of hardworking volunteers and the constant support of the community, it’s the human factor that keeps the Rogue not only running but returning year after year.

Maintaining a sense of order relies on the passion, commitment and possible insanity of one individual – the executive producer. According to Jaguar Bennett, “Getting the festival produced is entirely the responsibility of the executive producer.” He should know, having served in this capacity in 2023 and 2024. Although the titles “executive producer,” “executive director” and “lead producer” have been used interchangeably (depending on the year), the job itself remains constant.

We’re talking about the boss. The final say. Where the buck stops.

Calling the shots this year is Yolanda Serrato. Having been involved with the Rogue for 13 years as a patron, volunteer, volunteer coordinator and venue manager, she’s excited to take her multitasking and organizational skills to the next level. “My job is to oversee the Rogue, so I get to be the yes or no person.” That may either sound easy-peasy or like an ego boost but neither could be further from reality. Her responsibilities include, but are not limited to, setting the festival budget, selecting and booking the venues and overseeing the staff that runs them, and handling publicity. It’s a complex process that leaves no room for power tripping. In Jaguar’s words, “When it comes to festival operations, the authority and the responsibility rest entirely on the director.” The executive producer is chosen by the Rogue Festival’s board of directors and there are no term limits. Some have been in charge for longer than others but Jaguar’s tongue-in-cheek (I think) observation is “Eventually they get burned out and quit.”

There’s no way one person could be expected to accomplish all this as a solo act. Effectively delegating authority, Yolanda has assembled a team, with each team member assigned a specific job. “I was lucky enough to have great friends who have been producers and have a wealth of knowledge, so I really learned a lot,” she says with gratitude. “They were great guiding me and assisting to make this a successful Rogue.”

Yolanda’s life was already more fun than a barrel of monkeys before she became the Rogue Festival’s head honcho. “My real job is a wife, a mother, a grandmother of five, the owner of a dog, a rabbit and a bearded dragon.” For good measure, add high school special education teacher to the mix and you’ve got yourself a woman who not only knows how to keep the ducks in a line but has the credentials to prove it.

By selecting Yolanda Serrato as executive producer, the Rogue Festival is continuing an unofficial tradition in its administrative hierarchy – the position is nearly always held by a woman. As Jaguar tells it, “We’ve had 12 executive directors in the 24 years of the Rogue Festival and eight of them (or two thirds of the whole) have been women.” Not only that, 75% of the board of directors are women as are over 50% of the permanent staff. This is particularly poignant during a time when the rights and abilities of women are being questioned by certain segments of society.

Every year the Rogue Festival has faced challenges, from bad weather to technical issues to a pandemic that resulted in a “virtual Rogue.” And because this is the Rogue, where alternative methodology is celebrated, the challenges have been met and overcome with outside-the-box thinking. This year the festival has had to deal with the fallout of losing a popular venue due to damage from a fire. “Space has always been a struggle,” Yolanda says, “but I am grateful for those who open their businesses to us and who open their doors to be Off-Rogue and Rogue Underground venues.” This kind of spirit is a big part of what has kept the Rogue Festival going for 24 years.

And with the devotion and enthusiasm of people like Yolanda Serrato, it will keep on keeping on for many more. As Jaguar says, “The Executive Producer is the one who keeps this crazy train on at least one rail at all times.” Full speed ahead!

Mallory Moad is a visual/performance artist, vocalist in the jazz band Scats on The Sly and a proud Central San Joaquin Valley native.