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♪ >> i am -- i am the person santa claus. -- p histe sayserian sauc ersias

i said, i'm going to go see my friends in city hall. i'm going to go see the people of san francisco. i am going to go see supervisor avalos arenas -- supervisor mirkarimi. i'm going to see our new mayor. he said, why? i said, because it is our new year. are you kidding? i said, this is a different new year. this is persian new year.

[applause] our culture has a different new year, the beginning of spring when everything blooms. the flower carts bloom, the earth becomes fresh, it refreshes itself. -- the flowers and birds abloom. he said, jingle bells, jingle bells, jingle all the way." i said, not to that kind of new year. our new year has a different song. [singing]

[singing] he said, ok, bye. because he was my older brother, i let him go. i said, i will see you in nine months. persia in new year is the beginning of the spring, everything refreshes. we also refresh just like the earth. we refresh our friendship even with our enemies. we forget our sorrows and we look to the new year with bright eyes and full of hope, full of hope.

let me see what i have in this bag. ah-ha! my brothers, he forgot. in the persian new years, we put seven items on the table. we start with the letter "s," which represents the goodness of the earth. everything that comes from the earth. we celebrate, we celebrate these blessings, we love these

blessings so we represent them with seven "s's." this is a sign of health, the apple. please, can you put it there on this table? next, we have --, this is sour but it is good for your health. this comes from any other fruit. this is the vinegar. it was very hard to carry out. oh, -- is good for many things.

persians knows for what. this represents wealth. i don't know why. let me see what i have. egs-- eggs, i don't know why we put these. it does not start with s. we put this on kabob. we love this. do you love this? yes, you do. c'mon, this is very good for your health. this is garlic, for your health. everything is for your health.

1, 2, 3, 4, 5, 6. one more. oh, money. this is for wealth. those people who are wealthy, they have a lot of this. yes. there are many more but i forgot to bring them. i came in a hurry. this is kind of crushed now. this is the greenery. we love this. i don't know for what. there is a big one, you can go and eat it. [laughter] ok, that is an asset. and, we put the book, usually

hafiz or other books. i will read a few verses. but, i have to put my glasses because i am very old. [speaking foreign language] morning breeze, and the old world will once again sale [speaking foreign language]

to libs will bring a red cup to the meadows -=- tulips will bring a red cup haifz -- hafiz will tell the tale [laughter] we will celebrate the rest of new year's in that room. this new year is for friendship and to put your sorrows away and to walk in love in the garden of your heart, that not the rows of

love. let's celebrate new year for justice, peace, and everyone in the world'. [applause] please follow me. ♪

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♪ >> i'm your host of

"culturewire," and today, here at electric works in san francisco. nice to see you today. thanks for inviting us in and showing us your amazing facility today. >> my pleasure. >> how long has electric works been around? >> electric works has been in san francisco since the beginning of 2007. we moved here from brisbane from our old innovation. we do printmaking, gallery shows, and we have a fabulous retail store where there are lots of fun things to find. >> we will look at all of that as we walk around. it is incredible to me how many different things you do. how is it you identify that san francisco was in need of all these different services? >> it came from stepping out of graduate school in 1972. i wrote a little thing about how this is an idea, how our world should work.

it should have printmaking, archiving, a gallery. it should have a retail store. in 1972, i wanted to have art sales, point-of-sale at the grocery store. >> so you go through the manifesto. with the bay area should have. you are making art incredibly accessible in so many different ways, so that is a good segue. let's take a walk around the facilities. here we are in your gallery space. can you tell me about the current show? >> the current show is jeff chadsey. he is working on mylar velum, a smooth, beautiful drawing surface. i do not know anyone that draws as well as he does. it is perfect, following the contours and making the shape of the body. >> your gallery represents

artists from all over, not just the bay area, an artist that work in a lot of different media. how to use some of what you look for in artists you represent? >> it is dependent on people are confident with their materials. that is a really important thing. there is enough stuff in the world already. >> you also have in his current show an artist who makes sculpture out of some really interesting types of materials. let's go over and take a look at that. here we are in a smaller space. project gallery. >> artists used the parameters of this space to find relationships between the work that is not out in the big gallery. >> i noticed a lot of artists doing really site-specific work. >> this is a pile of balloons, something that is so familiar, like a child's balloon. in this proportion, suddenly, it

becomes something out of a dream. >> or a nightmare. >> may be a nightmare. >> this one over here is even harder to figure out what the initial material is. >> this is made out of puffy paint. often, kids use it to decorate their clothes. she has made all these lines of paint. >> for the pieces we are looking at, is there a core of foam or something in the middle of these pieces that she built on top of? >> i'm not telling. >> ah, a secret. >> this silver is aluminum foil, crumbled of aluminum foil. her aesthetic is very much that quiet, japanese spatial thing that i really admire. their attention to the materiality of the things of the world. >> this is a nice juxtaposition you have going on right now.

you have a more established artists alongside and emerging artists. is that something important to you as well? >> very important in this space, to have artists who really have not shown much. now let's look at other aspects of electric works operation. let's go to the bookstore. >> ok. >> in all seriousness, here we are in your store. this is the first space you encounter when you come in off the street. it has evolved since you open here into the most amazingly curious selection of things. >> this was the project for the berkeley art museum. it was -- this is from william wiley's retrospective, when he got up onstage to sing a song, 270 people put on the cat. >> it is not just a bookstore. it is a store.

can you talk us through some of your favorites? >> these are made in china, but they are made out of cattails. >> these pieces of here, you have a whale head and various animals and their health over there, and they are jewelry. >> we do fund raisers for nonprofits, so we are doing a project for the magic theater, so there are some pretty funny cartoons. they are probably not for prime time. >> you sort of have a kind of holistic relationship where you might do merchandise in the store that promotes their work and practice, and also, prince for them. maybe we should go back and look at the print operation now. >> let's go. >> before we go into the print shop, i noticed some incredible items you have talked back here. what are we standing in front of? >> this is william wiley, only

one earth. this is a print edition. there are only eight total, and what we wanted to do was expand the idea of printmaking. this is really an art object. there we go. >> besides the punball machine, what do you produce in limited edition? >> there is the slot machine. if you win the super jackpot, you have saved the world. >> what about work? >> the right design, it was three volumes with lithographs in each volume. the cab of count dracula with 20 lithographs inside and lined with beaver fur.

really special. >> let's move on to the print shop. >> ok. the core of what we do is making things. this is an example. this is a print project that will be a fund-raiser for the contemporary music players. we decided to put it in the portfolio so you could either frame at or have it on your bookshelf. >> so nonprofits can come to you, not just visual are nonprofits, but just nonprofits can come to you, and you will produce prints for them to sell, and the profits, they can keep. >> the return on investment is usually four times to 10 times the amount of investment. this is for the bio reserve in mexico, and this is one of the artists we represent. >> you also make prints for the artists that you represent. over here are some large prints

by a phenomenal artist. >> he writes these beautiful things. anyone who has told you paradise is a book of rules is -- has only appeared through the windows. this is from all over coffee. we are contract printers for all kinds of organizations all across the country. >> thank you very much for showing us around today. i really appreciate you taking the time to let me get better acquainted with the operation and also to share with our "culturewire" team.