Created by 371 Productions, It’s Gotta Be in Ya! is a response to the life and work of Fred Smith, the creator of the Wisconsin Concrete Park. In this short, animated video Ruth Kohler tells the story of the Arts Center’s initial steps on The Road Less Traveled—the preservation of Fred Smith’s Wisconsin Concrete Park. The animation and storyboards were created by Souther Salazar and Zach Erickson. The original score was created by Trapper Schoepp. It was directed by Kara Mulrooney.