Liz Murphy

MOVING A MUSEUM: THE WHITNEYA NEW BUILDING, A NEW NEIGHBORHOOD

Biennial member since January 2012Recognized valuable assets of museum

Accommodating and friendly membership staff Welcoming atmosphere Innovative membership options Individualized benefits

Appreciated membership department’s proactive approach Satisfied by recent question and answer session Concerned about other members’ resistance

BACKGROUND/PERSONAL INTEREST

Opening a new Whitney in 2015.Goodbye, Madison Avenue – Hello, High LineHow to avoid alienating members and even attract

new ones? Highlight benefits of move Detail progress of the building Use press coverage to generate interest for new

membershipAdopt dual strategy for promotion:

Showcase new building’s features Position as cultural landmark in trending neighborhood

Recognize favorable financial terms/optimal timing for expansion

MOVING A MUSEUM: THE WHITNEY

Designed by Pritzger Award-winning architect Renzo Piano

Features increased exhibition and programming spaceEnhanced facilities in expanded Education Center

OPENING A NEW WHITNEY IN 2015

MADISON AVENUE Leaves traditional Upper

East Side museum districtExits iconic Breuer

building HIGH LINE/MEATPACKING DISTRICTMarks return to museum’s

downtown rootsEntering rejuvenated areaDesigned by renowned

architect Renzo Piano

GOODBYE, MADISON AVENUE- HELLO HIGH LINE

Discuss future exhibition plans What Special Exhibitions are on the calendar in expanded

galleries? How will Permanent Collection be shown in the new space?

Increased exhibition /programming space Indoor Galleries >50,000 sq.ft. Outdoor exhibition space = 13,000 sq.ft.

HOW TO AVOID ALIENATING MEMBERS?HIGHLIGHT BENEFITS OF MOVE

Introduce members to new neighborhood Expand Member discounts Familiarize them with High Line Art- public art projects on

and around the High Line Includes site-specific commissions, exhibitions,

performances, videos, billboards

HOW TO AVOID ALIENATING MEMBERS?HIGHLIGHT BENEFITS OF MOVE

Promote updates found on museum website Continue posting photos and video of building site

Allow for member building site tours, when safety concerns permit

Off er periodic member talks regarding building progress

HOW TO AVOID ALIENATING MEMBERS?PROVIDE UPDATES ON PROGRESS

Make the most of the press coverageHighlight Neighborhood Discount Program - both

Upper East Side AND Meatpacking District Explore marketing partnerships

Appeal to the neighborhood’s unique character Become a meeting place for evening lectures, films,

performances Adopt later hours to fit the community’s rhythms

HOW TO ATTRACT NEW MEMBERS?

Indoor Galleries >50,000 sq.ft. Largest column-free museum gallery in New York City @

18,000 sq.ft. Lobby gallery (accessible free of charge), Two floors for the permanent collection Contemporary artists’ project space on the top floor.

Outdoor rooftop exhibition space of 13,000 sq.ft. Education Center:

Dedicated space for classrooms Multi-use with an outdoor gallery 170-seat theater with views of the Hudson River Study Center, Conservation Lab, and Library Reading Room

SHOWCASE NEW BUILDING’S FEATURES:EDUCATION CENTER

Partner with similar art/education neighbors: The downtown gallery district The new Dia Art Foundation building coming in 2016 N.Y.U., the School of Visual Arts, F.I.T., and the New School

Focus on new museum’s mission - become “cultural educational anchor” (Museum Director Adam D. Weinberg)

POSITION AS CULTURAL LANDMARK FOR TRENDING NEIGHBORHOOD

Increases its gallery space by 60% and triples its total space

Purchased land/ building museum @ reduced costs Bought the site from NYC’s Economic Development

Corporation for $18 million, about ½ its appraised value Received $55 million allocation from NYC toward the building

Preserves historic Breuer building Retains ownership (terms of recent Lauder donation) Partners with Metropolitan Museum to occupy Breuer

temporarily (at least eight years) Becomes home for the Met’s contemporary and modern art

Takes advantage of optimal timing and location for much-needed expansion

Becomes clear win for the museum, its members, & NYC

RECOGNIZE FAVORABLE FINANCIAL TERMS & OPTIMAL TIMING AND LOCATION

Photos were accessed from the Whitney Museum website and the Dia Foundation website

NOTES