Julie Heinrich Is New Foundation Lead At Meow Wolf

Julie Heinrich, the wife of U.S. Sen. Martin Heinrich, will be the executive director of Meow Wolf’s new philanthropic foundation, the company announced Wednesday. Courtesy/Allyson Lupovich 


SANTA FE — Meow Wolf, the US-based arts and entertainment company, announced Wednesday that it welcomes Julie Heinrich as its founding Executive Director for the Meow Wolf Foundation.

Heinrich brings with her 25 years of experience in providing strategic counsel to leadership teams in corporate, philanthropy, government and mission driven organizations and will be heading up Meow Wolf’s newly formed nonprofit arm.

Raised in Colorado with an early career rooted in New Mexico, Heinrich brings diverse expertise to this role as Executive Director of the Meow Wolf Foundation. She joins Meow Wolf after eight years at award-winning global strategic communications, marketing and consulting firm, Weber Shandwick in Washington, D.C. (also known in DC as Powell Tate).

As a Senior Vice President, she supported clients in corporate social responsibility, sustainability, clean energy and tech, and public affairs. Heinrich worked with leading corporate brands, start-ups, nonprofit organizations and large global foundations seeking to innovate; provide cleaner, more sustainable solutions; engage critical stakeholders; and tell stories of equity and impact.

In New Mexico, Heinrich served as Communications Officer for former Mayor Jim Baca, Digital Media Director for the City of Albuquerque, and supported a regional governmental authority focused on public transportation and land use, economic development, and local food systems. She has also served on nonprofit boards that include the award-winning Explora Science Center & Children’s Museum in Albuquerque. 

“Driven by values as a Certified B Corporation, I applaud the vision of the Meow Wolf CEO and Board of Directors to launch the Foundation as an opportunity to give back to communities and create a great place to work for employees,” Heinrich said. “I’m excited for this opportunity and look forward to also partnering with other funders to increase our impact.” 

“At a time when our world and communities face economic, environmental and social justice challenges, artists and imaginative thinkers have the capacity to re-envision solutions. Art is an expression of what it means to be human,” Heinrich said. “Creative thinking is essential to help make sense of and solve the challenges of our time. The Meow Wolf Foundation will work alongside the company as a mission-driven entity, using art and imagination to build community, encourage more equal access to culture and impact change.”

“The Foundation is a demonstration of how Meow Wolf can be a force for good in our communities. There’s a strong altruistic spirit at our company and many of our employees are eager to volunteer with partner organizations. As we grow, so will our impact in communities,” CEO Jose Tolosa said. “I’m thrilled to have Julie’s leadership on our team. She brings experience, passion and an understanding that our economies should also benefit people, communities and the planet.”

2021 marked a high growth year for Meow Wolf with two new permanent installations, Omega Mart, opening in February in Las Vegas, Nevada, and Convergence Station opening in September in Denver, Colorado. In addition to upgrading and reopening their original installation, House of Eternal Return in Santa Fe, Meow Wolf welcomed a total of over 1,700,000 visitors across the three locations. The company is now home to nearly 1,000 employees, hiring over 600 new roles in 2021. It renewed its certification as a B Corporation and will continue to have an internal team dedicated to positive social impact and building a more inclusive and sustainable society through art and creativity.

Meow Wolf has already contributed over $2 million to nonprofit partners since its founding. It will continue to have an internal team dedicated to corporate responsibility initiatives. Establishing a new nonprofit foundation enables a higher degree of transparency, structure, strategic giving, compliance, and commitment to social change.

The Meow Wolf Foundation is in the process of formation. Further plans, initiatives and grant information will be forthcoming. The Foundation will focus on giving back to the communities of new and existing Meow Wolf locations, including but not limited to New Mexico, Colorado and Nevada.  

More details on the focus of the Meow Wolf Foundation to come.


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