FilmNorth opens new St. Paul media center

For the past 35 years, FilmNorth has supported creatives in the film and media industry. It is now the largest and leading filmmaker support organization in the Upper Midwest, offering a wide range of resources, including access to grants, professional-grade media equipment, education, and editing space.

On July 19, FilmNorth will celebrate the grand opening of its new home, a state-of-the-art media center in St. Paul.

“We support media artists, not just filmmakers. This includes everything from gaming to podcasting. Each year, we award four unrestricted $25,000 grants to media artists who live and work in Minnesota,” said Rob Ndondo-Lay, director of engagement and advancement at FilmNorth.

Ndondo-Lay earned his undergraduate degree in film from the University of Minnesota’s College of Liberal Arts before attending the University of Southern California’s MFA program in film and television. It was there that he discovered his passion for media arts education.

“It became really apparent to me, in addition to my own personal filmmaking career and efforts, that it was important to give back at the same time,” he said.

Now in his third year with the organization, FilmNorth has become a natural place for Ndondo-Lay to continue making an impact at the intersection of media and education.

“I’m a Midwest kid. I really like the Midwest. I like the people here, my family is here, and the culture and opportunities I was fortunate to enjoy before heading out to work on the West Coast.”

The Midwest carries its own significance in the film space. In the 1990s, Minnesota experienced a boom in entertainment, with 62 movies filmed at least in part in the state. This includes “Grumpy Old Men” (1992), “Fargo” (1996), “Jingle All the Way” (1996), and leading into the ’90s, the cult classic “Purple Rain” (1984).

More recently, Minneapolis has been regaining popularity in the media space with projects such as “Dear White People” (2014) and “Love Is Blind” Season 8, which was released in February 2025.

Local actor and acting coach Leonard Searcy has contributed to this resurgence through his “Mixer” networking events, hosted by his company, Westbone Productions. Natalie Morrow, founder of The Morrow Group, has also maintained momentum with the annual Twin Cities Black Film Festival.

“People often refer to the 1990s as a ‘Golden Age’ for Minnesota film,” said Ndondo-Lay. “That was a time when we saw not only a surge of creative talent in general, but also a significant number of Black creatives emerging from the state. 

“What’s exciting now is that, as our Black, brown and immigrant populations continue to grow, we’re also seeing increased involvement in the film and arts scene. That’s the cultural shift happening on the ground right now.”

As director of engagement and advancement, Ndondo-Lay focuses on creating accessible pathways for BIPOC and other underrepresented communities. “A large part of my job involves everything from outreach to professional development. 

“In fact, those two areas often intersect — with the goal of addressing disparities faced by BIPOC individuals, people with disabilities, undocumented migrants, and those who are not from the Twin Cities, including individuals from rural areas or low-income backgrounds. This also includes queer-identifying people and women. Diversity is multifaceted,” he said.

With the current administration’s recent cancellation of National Endowment for the Arts (NEA) grants, many artistic enterprises have faced significant budget cuts, including arts organizations in Minnesota — among them, FilmNorth.

“It has peripherally affected us. But what that has allowed us to do, actually, is to proverbially put our arms around a lot of our community partners that we work with,” said Ndondo-Lay.

Among those impacted efforts are FilmNorth’s partnerships with organizations like QUEERSPACE Collective and MIGIZI, an Indigenous workforce training program, as well as the organization’s fourth annual Inclusivity and Socially Conscious Filmmaking Lab. The lab promotes socially responsible filmmaking at all career stages, with the goal of driving social change.

In a public response to NEA restrictions, FilmNorth stated: “We stand with every person and every organization whose very existence is being challenged by this administration, which seeks to diminish, injure, punish and disenfranchise those who dare to embrace diversity, equity and inclusion (DEI). If this country ever deserved to be called great, it is when we lift up, support and celebrate one another.”

The timing of FilmNorth’s new space couldn’t be more fitting, as it reflects a renewed and ongoing commitment to the transformative power of art in a diverse community. “To look at a more positive lens, we were fortunate in that we were able to complete the building before a lot of this [NEA] shift came through,” Ndondo-Lay said.

The 10,000-square-foot media arts center is equipped with everything filmmakers need, including dedicated areas for post-production, editing, and cinema-quality screening spaces.

“The building itself is designed to be a gold standard. It’s an all-electric building powered by solar energy — in fact, we generate 70% of our own power on-site. It’s also ADA-compliant, and we’ve made a strong effort to include input from deaf, hearing and visually impaired communities to ensure the space is accessible and thoughtfully designed for all. Artists, the city, the state, foundations, individuals, donors — everyone had a role in shaping this,” he said.

Like the community that contributes to FilmNorth’s continued success, Ndondo-Lay stressed the organization’s commitment to embracing all who are driving meaningful change through the power of media production.

“Especially for people from communities of color and low-income neighborhoods, which I come from — as well as the child of an immigrant — I want them to know that you do not have to choose between financial sustainability and working in the arts. There are literally tens of thousands of jobs in film alone. 

When you include media arts, it opens the door to hundreds of thousands of opportunities where you can earn a livable wage and lead a fulfilling life. So if there is ever any doubt, I would say: Pick up a camera with intention and find a mentor. My door is always open,” he said.

FilmNorth will host its grand opening on July 19 from noon to 4 p.m. For more information or to get involved, contact Rob Ndondo-Lay at rndondolay@filmnorth.org.

Tiffany Nicole Johnson is a marketer, writer and musician based in Minneapolis. She is also the associate director of marketing at Saint Paul’s historic Penumbra Theater.