NWA Proves Fertile Ground for Ex-Actress Fallens Star Search

Those who know her best describe Heather Fallen as charismatic, passionate and hard working.

“When you put all of that together, it’s quite a force in what she does,” said filmmaker James Cotten. “I can’t help but think that everyone who works with her catches the bug of her personality.”

Fallen is the owner and operator of Stage 28, a Fayetteville talent and casting agency.

The Fayetteville native founded the company — Northwest Arkansas’ first talent agency — in 2005. One year later, the former model, actress and personal trainer was among the honorees in the Northwest Arkansas Business Journal’s Forty Under 40 class.

At the time, Stage 28 — named for Universal Studios’ famous sound stage in Los Angeles — had a talent roster of about 300. Today, Fallen said she has a database of about 400 models, ranging in age from 6 months to 50 years old.

She books her talent for a variety of work, including magazine covers, advertising campaigns, television commercials and feature films. Stage 28 earns its income through a commission from all bookings, typically about 20 percent for each one, Fallen said.

The modeling industry, she added, is always open to new faces, and there are plenty of them in Northwest Arkansas.

“There’s a lot of talent here,” she said recently. “It’s amazing.”

Since her recognition as a Forty Under 40 member, Fallen has lived off and on in Los Angeles, but she is ecstatic to now call Fayetteville home, keeping Stage 28 headquartered near the city’s downtown square.

“I made some connections [in Los Angeles],” she said. “But what I’ve found out is that everything I can do there, I can do from here. And I love being on the square because I can go to the Farmer’s Market and then walk to my office.”

Fallen said one of the biggest moments of the last six years came in 2007, when she was the casting director for the movie “Sugar Creek.” The film was written and directed by Cotten, a Fort Smith native.

“I can tell you that Heather was significant in helping me get that project off the ground,” said Cotten, who now lives in Los Angeles. “That was my second feature and it definitely helped my career.”

Fallen also was responsible for some of the casting for the 2008 film “Resurrection County,” a thriller written and co-produced by Cotten.

“She did an amazing job of finding some of the most talented actors in this area,” Cotten said.

Fallen said Stage 28 has worked with Wal-Mart Stores Inc. “since day one,” but her client list today has grown to include Dillard’s, Target, Sears and Sam’s Club. Locally, Fallen said Stage 28 also provides promotional models for Wal-Mart vendors during shareholders week, and for vendors during Fayetteville’s annual Bikes, Blues and BBQ event.

“Shareholders is a busy time for us,” Fallen said. “Wal-Mart used to fly models in from Dallas or wherever to hand out products. Now they call me.”

Fallen’s top project at the moment involves NWA Fashion Week, scheduled in March. Stage 28 is the casting agency.

And while she enjoys working with models, Fallen said her greatest passion is working with aspiring actors and actresses.

“I was on movie sets when I was younger, I’ve had friends on movie sets,” she said. “For actors, this is their passion and it’s a great feeling to be around people who work so hard doing something they are so passionate about.”

Fallen is driven by her goal of becoming a member of the Casting Society of America. To qualify, she needs to cast at least three Screen Actors Guild movies, and have a letter of recommendation from a CSA member.

Fallen is also an involved member with the area’s volunteering and fundraising community. She devotes time at the Salvation Army, and in 2010, was one of eight area contestants in the annual Kiss a Pig contest to raise money for the American Diabetes Association.

The vivacious Fallen crossed off a pair of firsts from her to-do list this year, both of them impressive.

The first was learning to ski a “black diamond” rated trail, considered a difficult rating reserved for advanced skiers.

“It took me a month, but I learned how to ski down a black,” Fallen said.

The second was completing a Tough Mudder competition in Austin, Texas.

“We had mud in our teeth when we were done,” she said. “It was amazing.”