moving a museum the whitney a new building a new neighborhood
TRANSCRIPT
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