Introducing Loyalty Lab

A woman walks into your museum. She's visited a few times before, and you vaguely recognize her as the lady who loved bubble painting, thought the bike sculpture was funny and didn't like the video installation. Last time she had a kid with her, and he got chalk all over his hands from the mosaic activity they did with a volunteer. They wrote a comment about their experience that got turned into a bird by other visitors in the public sculpture hanging in the middle of the museum. You remember seeing them stand in front of the magic mirror in the history gallery, laughing as they made themselves into giants in the glass.

In the admission log today, she is registered as a tick mark under the column marked "General." That's it. No information about who she is, why she's here, what she's looking for, and what she gets out of her connection to the museum. No memory of her relationship with us.

Our museum has a big challenge when it comes to tracking and rewarding participation. Like a lot of small museums, at the MAH staff and community members build relationships on a daily basis. Staff members invite visitors to help write exhibit labels, create art installations, and give opinions on upcoming programs. Visitors become volunteers and take the lead on new projects and activities. Visitors tell staff members and volunteers again and again how their lives are changing because of their involvement with the museum.

This is wonderful and maddening at the same time. It is wonderful to see the uptick in membership and donations and the positive energy from people who come in the door. It is maddening to have no way to track or intentionally encourage these relationships to grow. Like many small museums, the MAH cannot afford expensive ticketing or membership software systems. We have email newsletters and memberships and conversations, but none of those things talk to each other. Our computers are amnesiacs when it comes to participation. We have very high ability to form relationships with visitors, but very low ability to capitalize on those interactions.

With the support of the National Arts Strategies Chief Executive Program and the Institute for Museum and Library Services, we're starting a new project called Loyalty Lab to change that. In the Loyalty Lab, we will develop a series of low-tech, low-cost strategies and systems for small institutions to track, celebrate, and act on personal interactions with visitors. I'm not talking about RFID chips for every visitor or a Nike+ system to track their every move. I'm talking about human-scale, simple, delightful ways to acknowledge people's involvement and encourage them to go deeper. It could be loyalty cards. It could be charm bracelets. It could be free hugs. We want to be as creative as possible in exploring the options.

Our goals are to:

• Measure and increase membership acquisition and renewal 
• Measure and encourage repeat visitation 
• Increase participant perception of the MAH as a friendly place with high community value

And we want to do it with you, too. We've created a little blog that we will use to track our project openly. It's starting with a workshop tomorrow with Adaptive Path, an experience design firm that focuses on mapping "customer journeys" and developing tools that enable users to more enjoyably and successfully navigate the offerings of the business or organization. In museum terms, that means understanding how visitors hear about us, why they come, what they do when they are here, and what happens after they leave. It means finding the points along the way where we lose people, and the opportunities for us to track and celebrate people's deepening involvement. You can learn more about this process from an Adaptive Path slideshow here.

This is a year-long project for us at the MAH. We'll go from research to prototyping to final design from now until early summer of 2013. We'd love to have you join us as contributors to the Loyalty Lab blog or just follow along and comment on our progress. We've already heard from one museum--the Boston Children's Museum--where they are experimenting with a "V.I.F." program (Very Important Family) to reward repeat family engagement. I know there are other organizations--museums and beyond--playing with innovative approaches to membership, pricing, and tracking to support and encourage deeper relationships. The goal here is for all of us to learn and experiment together.

How do you think about loyalty and relationship-building in your organization?

Populism, Commercialism, and Jeffrey Deitch: The Shifting Debate about LA MOCA

Last week, my mom called. "That contemporary art museum is on the front of the LA Times again," she said. "It's more about that curator who was fired. I can't believe that an art museum can be front page news in LA for days."

LA MOCA has indeed been front page news, especially in the art world. I'm not usually that interested in museum politics, but this soap opera is too big to ignore, especially as the conversation has shifted over the last few weeks to something I care a lot about: populism.

Here's what happened:

• In 2010, amidst severe financial woes and declining audiences, the Museum of Contemporary Art in LA (MOCA), hired Jeffrey Deitch, a NYC gallery owner, to be their new director. He was mandated to turn the ship around financially and to expand the reach of the museum in the community. His success has been mixed on these accounts; attendance more than doubled in the past two years, and the budget has been righted at a much lower level than previously attained, but the financial health of the organization is in doubt and very, very dependent on mega-trustee Eli Broad.
• At the end of June of this year, Paul Schimmel, the MOCA's longstanding, well-respected chief curator, was fired. Strangely, Paul Schimmel was fired by the board, with the message delivered by Eli Broad, instead of by Deitch. The first wave of critique focused on the very valid question of why Schimmel was fired in this manner. 
• The discussion then shifted to the overall direction of the museum. Schimmel's departure was seen as the final confirmation of Deitch and Broad's populist, celebrity-driven approach to exhibitions, and that concerned many critics, artists, and museum directors in the art world. Schimmel's departure was followed by the resignation of the four high-profile artists on the MOCA board and a huge amount of debate in the press, including prominent people calling for Deitch to resign. 

In some ways, this debate is fabulous. It's amazing to see papers like the LA Times cover the debate about the future of an art museum deeply. It's wild to see so many bloggers and museum directors and critics weigh in. It's great when my mom wants to talk about it.

But it's also frustrating because I see a lot of conflation of different issues in the discussion of whether MOCA is going in the right direction. I'm pissed off that this debate is giving populism a bad name.

There are three distinct aspects to Jeffrey Deitch's approach that I believe need to be treated separately:

1. Commercialism. Deitch comes from the gallery world. Since he was hired, there have been concerns that Deitch would take MOCA in a direction that focuses on the darlings of the international art market based on dollar signs instead of artistic quality. Deitch has done this to some extent, and he has also pursued commercialism in another way: by engaging celebrities from the worlds of film and fashion as guest curators and artists. I agree that it is disturbing for a museum whose mission is "to be the defining museum of contemporary art" to invite amateur movie stars to curate exhibitions. Two of the artists who resigned from MOCA board expressed their concern in these terms, saying: "It's about the role of museums in a culture where visual art is marginalized except for the buzz around secondary market sales, it's about the not so subtle recalibration of the meaning of “philanthropy,” and it's about the morphing of the so-called “art world” into the only speculative bubble still left floating (for the next 20 minutes)."
2. Museum management. Is it appropriate for a museum director of a large, iconic institution to serve as its chief curator? Is it appropriate for a life-time non-voting museum trustee to fire an employee? Is it useful to have a director who can bring in crowds but can't raise necessary funds?  Is it good value to pay a museum director $650,000 per year? These are reasonable questions.
3. Populism. Deitch--and to an even greater degree, Eli Broad--have expressed clearly that they want to expand the audience at MOCA. Attendance has increased in the past two years from 150,000 to 400,000 annually. The question is whether this attendance gain is partnered by a loss for the institution--a loss of artistic or intellectual rigor, a loss of pursuit of excellence. Critics have rightly noted that admissions barely make a dent in an art museum's operation, so these additional people aren't adding much revenue to the museum. The implication, as in this complicated editorial by Boston ICA director Jill Medvedow, is that Deitch's combination of youth culture-dominated exhibitions, performances, stars and celebrities have "delivered audience" at a cost to education, scholarship, and long-term value.

I agree with the serious concerns in #1 and #2. But I am confused and frustrated about #3.

Visitors are people. They are not numbers. They are not dollars. They are not deliveries. They are people who have experiences with art in art museums. I'm dismayed that the same critics who decry Deitch's disregard for artists and curators treat the public as an unimportant commodity in museums. Why do these critics care so much about the influence of money and so little about the influence of audiences? Why do they focus on what bait is presented to lure visitors in and not on what opportunities are made to engage them?

I feel very strongly that a "defining museum of contemporary art" in one of the biggest cities in America should attract more than 150,000 visitors annually. It should probably attract more than 400,000 visitors annually. The numbers are signposts that demonstrate the extent to which diverse people in a community engage with the objects, stories, experiences, and learning that comes with a museum visit. And if contemporary art experiences are really going to be a significant part of daily life in a big city, the museum has to have a presence worth talking about, arguing about, and visiting. Consider the MCA Denver, which has become a national media darling for director Adam Lerner's eagerness to take on an ambitious goal of engaging a whole community with contemporary art.

What galls me most about this MOCA debate is the insinuation that there's a causal relationship between populism and quality. Attendance has a causal relationship with public awareness, access, and appeal, not with content type or artistic rigor. No one says that the Met is intellectually sloppy because millions of people visit each year. No one says a tiny regional museum is extraordinary or intellectually strong because only 5,000 people attend. There is no causal relationship there. Unfortunately, some museums, especially university museums, seem to believe in this causal relationship and trumpet the extent to which no one sees their shows as a sign of purity. This is the worst kind of elitism in museums. Whatever his missteps, Eli Broad is a strong voice in this regard. He describes increasing access to art as a "moral" issue for museums. I agree.

MOCA's mission talks about "engag[ing] artists and audiences through an ambitious program of exhibitions, collections, education, and publication." They may not be doing it in the right way. They may be overly influenced by a rich philanthropist with a very demanding personality. They may not have the right fundraising strategy. They may not have the right director. But hopefully they--and all art museums--will push forward in engaging artists AND audiences.

What do you think?

Ancient Greece 2.0: Arts Participation before the Industrial Age

When we talk about making museums or performing arts organizations more participatory and dynamic, those changes are often seen as threatening to the traditional arts experience. Audience commentary, comfortable spaces for eating and talking, opportunities for amateurs to contribute to professional work: these are often considered intrusions into formal, classical settings for enjoyment of arts.

But what if the "traditional" arts experiences is a myth? What if historic arts experiences were actually a lot more participatory? This week, I read a fabulous essay that made me feel a new kinship with the past in the quest to advocate for active audience engagement.

In In and Out of the Dark [pdf], Colby College professor Lynne Conner argues convincingly that the current refinement of the Western fine arts experience is an aberrant blip in a long history of participatory audience engagement. From the Ancient Greeks through the 1800s, audiences were rowdy, engaged people. They had the freedom--and in some cases, the obligation--to make their own meaning and share their interpretations of art with each other in structured and informal ways. They voted on the best plays in the days of Sophocles, stormed the symphony halls when confronted with artistic dischord, and talked and wrote about what they saw and what they thought. If arts managers fear bloggers today, imagine how they would have felt back in the good old days when the audience was yelling and throwing things at the stage.

Conner posits that it was only in the last hundred years that the passive audience was "constructed" via a confluence of cultural, economic, and technological changes. From Conner's perspective, this construction has led us to a bifurcated cultural landscape, in which people seek out active audience experiences outside of the fine arts structure because the passive audience experience is not as satisfying or enjoyable as the alternatives. Conner argues that open mics, poetry slams, even professional sports events, are thriving because they offer audiences diverse opportunities to co-author meaning as participants, not just consumers.

What exactly constructed the passive arts audience? The big cultural shift came in the increasing distinction between highbrow and lowbrow art, which Conner describes as "the result of a deliberate effort to create a cultural hierarchy in America." The arts were sacralized and professionalized in their funding and presentation. Museums no longer showed human horns alongside historic documents; theaters made differentiations among types of live entertainment. Arts institutions began publishing instructive placards and documents to train audiences to behave more formally and to treat artists and artworks with silent respect. Proper audiences were like docile children, seen and not heard.

Conner is a theater person, and the technical changes she documents in theater that accelerated the quieting of audiences are fascinating to me as a novice in that world. Seats which once were moveable became fixed. Advances in electrical lighting allowed theaters to put actors in light and audiences in darkness. What was once a democratic forum became increasingly defined by the dividing line of the stage. As Conner puts it:

Eventually the combination of environmental forces (i.e., the dark auditorium and mandated etiquette) and the growing gap between the societal position of the artist and the arts patron effectively quieted the audience. By the early twentieth century people of all social classes were expected to treat arts events as private experiences. They were to sit still, to refrain from talking, and to keep their opinions to themselves. In the process opportunities for public discourse about the arts and the attendant opportunity for formulating and exchanging sets of opinions about the arts event itself were, for the most part, lost.

This perspective--that audiences were "silenced" during the past 100 years--creates a new kind of arsenal for those who support democratization and increased audience participation in the arts. We are honoring the deep history of serious arts engagement by pursuing participatory approaches. You could even argue that the "activist" conservatism of the past hundred years has done disturbing damage to the sharing, experiencing, and support of art in the U.S. In a time of intense socio-economic division, the concept of cultural hierarchy smacks of elitism. Arts organizations are seen as part of the 1% instead of forums to bring together 100%. Perhaps it's time to turn back the clock a little further when we talk about the good old days.


P.S. Lynne Conner has a book coming out next year called We the Audience. I can't wait. And thank you to Lauren Shultz, who introduced me to this article in a recent Museum 2.0 comment thread.

How We Doubled Attendance in a Year: One More Post about How Events Changed Our Attendance

I promise--after this post, I'll stop writing about this. But we've just compiled all our attendance data for the past year at the Santa Cruz Museum of Art & History (our fiscal year ends on June 30), and several people have written to me asking for the numbers behind our turnaround. I'm in no way suggesting this is the best or only way to get more people involved in an institution--it's just the way that we did it.

Here is the growth in our attendance, busiest day, and membership from last year to this year. These rose by 115%, 240%, and 30% respectively. The busiest day in both 2011 and 2012 is our longtime community program, Free First Friday.

Now, here's our attendance breakdown for the year that just ended. Of the 37,361 visitors who attended, 63% came for a community program/event.

And finally, and perhaps most interestingly, here's a comparison of Jan-June 2011 vs Jan-June 2012. I'd like to show you the data for the full fiscal year, but we only have this daily data beginning in the winter of 2011. You can see here that 86% of our growth in attendance from 2011 to 2012 is due to community programs.

All of this growth happened with a reduced budget and staff. It happened because we:

• partnered with local artists and community organizations whose passion and generosity made it possible for us to create incredible events. Over 800 people volunteered their talents to support our programs, with the majority collaborating on our monthly themed 3rd Friday events. These include community arts groups, social service agencies, environmental groups, social clubs, and many inspiring individuals whom we can't thank enough. These collaborators brought their own audiences along with their abilities, which introduced a lot of new people to the museum.
• actively sought out community needs to respond to. We tried with every event to meet a clearly-expressed demand or interest in the community. People wanted a fire festival, so we did a fire festival. People love crafting, so we created Radical Craft Night. Sometimes the interests were overt, and sometimes they were something we sensed in the wind. But we tried never to create an event without partners or audiences who were invested in what we were making.
• focused on specific audiences and consistent time slots. We created programming specifically targeted to families with young kids and adults looking for casual, intriguing, affordable cultural experiences on Friday nights and Saturdays. Now Friday nights at the museum have become something people can count on, and they keep growing.
• were shamelessly resourceful. Our program budgets are typically under $100. A big festival with 50 collaborators and 1,000 visitors might rate a $250 budget. We get materials donated from our members, we put up our own flyers around town, and we have a great working relationship with the city dump. Now that we're in a better financial position, we do plan to increase budgets a bit, but we want to spend any additional money supporting our artist collaborators, not on extra materials.

In the coming year, we plan to keep this up, and to:

• diversify our programming by offering more intimate events alongside the big festivals. We have increased to being open late every Friday, but we will continue to only have big events (500+ visitors) on the 1st and 3rd Fridays. The other Fridays will be for more singular workshops, talks, and performances. The same is true for Saturdays, where we will continue to have a monthly formal family art workshop but add in drop-in programming on the other weekends.
• find ways to financially support our program collaborators. We realize that asking people to volunteer their talents is not always respectful of their time or skills. At the same time, our programs' success is based on the cross-pollination of professional and amateur collaborators, all of whom bring different needs and expectations to the table. We're working on providing paying opportunities for collaborators that are equitable and flexible enough to accomodate the diversity of our partnerships.
• design new programs with a focus on history. Many of our events in the past year have fallen more heavily on the art side of the ledger, and as a museum of art AND history, we want to make sure we're reflecting the breadth of Santa Cruz culture. We've been toying with a participatory future-casting program and or a storytelling series to start moving in this direction.
• develop a system for tracking and rewarding repeat participation. Right now, all we do is count people. We know anecdotally that people tend to attend two events and then become a member on their third visit, but we don't REALLY know what's inducing people to come, come back, join, and renew. We're looking for low-cost ways to do this given our small size and community-driven character. More on that soon.

I hope this data is useful to you. I'm happy to answer any questions you might have.

Ze Frank Takes Over (My) Museum

I get excited about a lot of things in my work at the Santa Cruz Museum of Art & History. But every once in awhile, something extraordinary comes up, something that isn't emergent or evolving or encouraging but something that explodes into your life like a comet knocking on your door.

That's how I felt when artist Ze Frank got in touch to talk about a potential museum exhibition to explore a physical site/substantiation for his current online video project, A Show (see minute 2:20, above). And to cut to the end of the story first, yes, we are creating a project together, yes, you can participate, and yes to whatever other questions this brings up in your head.

Ze Frank is a participatory artist who creates digital projects that are explicitly about creating and enhancing authentic interpersonal connections. He is an authoritative artist of the social web with a slew of accolades and a suite of diverse projects under his belt. This 2010 TED talk is a good introduction if you haven't experienced his work before.

Ze is a skilled performer, but more importantly, he's a thoughtful ringleader for a series of intricate games, missions, and provocations that invite participants to bridge social barriers in surprising ways. He invites participants to write songs for each other about dealing with rejection. To recreate childhood photographs. To celebrate political differences. To dress up their vacuum cleaners.

Ze's work can feel silly or strange. It's often intended for an audience that I only barely understand through the ways they respond and interact with the work. In other words: I have a lot to learn from him. This winter, as part of a museumwide exhibition called Work in Progress, Ze and the virtual army of participants in A Show will take over a gallery of the Santa Cruz Museum of Art & History. We will be displaying products created by the online community, creating a process for ongoing online and onsite collaboration, and providing a gathering space for people connected to each other through Ze's digital universe. And on a conceptual level, we'll be exploring questions of how online and onsite participation interrelate and what their babies look like.  

This project excites me for a number of reasons:

• Our values are aligned. Ze genuinely cares about his participants, and he is driven to design interactions that inspire real moments of intimacy. His projects are rigorous, sincere, and generous. As someone with a keen interest in designing exhibits that engage strangers meaningfully with each other around objects, I'm thrilled to work with a pioneer on this in a different context.
• Ze's work has always gone beyond the digital. Photography, video, audio, text, origami, mail art... These projects don't only "work" on a screen. We won't just be "printing out" the experience. It will be exciting to play with a gallery space because the work is multi-dimensional physically as well as conceptually. 
• The scale and scope of participation in A Show is extraordinary. Most of the participatory projects I've been involved with are rooted in a community that is geographically-defined. Ze's community is worldwide people who self-select to engage with strangers online. This isn't a group I know a lot about, and we're all curious about how they will intersect with our local audience and with each other.
• It offers unique opportunities for learning more about participation. How will this partnership influence the way we think about other participatory experiences in our institution? How will it change the way we see online and onsite interactions? What constraints and surprises will emerge? I'd love to find a grad student or two who are interested in creating some interesting research around this project, and of course, I'll be blogging about it.

We don't have a lot of details at this point about the specifics of the project, but here's what we do know. The exhibition will run from December 14, 2012 to March 4 of 2013. Ze will be in Santa Cruz for some but not all of that time. We will be looking for interns and volunteers who want to help facilitate the space throughout the winter--please contact me if interested. And copious thanks to Eric Siegel, who introduced Ze and me to each other.

Most importantly, I'm curious: what would you like to see us explore with this exhibition? 

Quick Hit: A Love Letter to Createquity

You know those times when you are looking for a blog that provides you with meaty analysis on contemporary issues in arts engagement? When you wish for bloggers who were willing to write 2,000 words instead of 200? When you want someone rooted in both the business and art worlds? When you want cogent arguments with charts to back them up?

Stop looking and start subscribing to Createquity. Led by Ian David Moss of Fractured Atlas, Createquity offers weekly(ish) long format posts on arts policy, research, strategy, and funding. Ian authors the blog alongside rotating "writing fellows" who bring diverse perspectives to the table (and make it possible to issue many thousands of words per week).

Here's what I love about Createquity:

• In-depth analysis of arts research reports. Check out today's fabulous post from fellow Jackie Hasa about the new James Irvine Foundation-commissioned report on arts participation in California's Inland Empire. These posts tend to provide both a broad overview and unique insights into the meaning of new research. Every time I read one, I think "I should write about this research study too." And then I don't, because they did it so well at Createquity.
• A healthy dose of nerdiness. Like me, Ian is a former scientist, and he relishes the opportunity to apply mathematical rigor in the exploration and critique of arts research and policy. While I understand that it's not for everyone, I love the exhaustive and often technical way that he digs into topics. I also love his willingness to revisit past topics with more information, as he did after an internship at the Hewlett Foundation in 2008.
• Complex approach to topics I care about. Recently, the majority of Createquity posts focus on the topics of active arts engagement and creative placemaking. The posts share cross-discipline stories ranging from dance to classical music to public art. They are rigorous. And they generate some really interesting discussion in the comments. Ian and I are unapologetically "on the same side" in a broad sense, but he makes me realize there are additional angles and surfaces to these issues I hadn't noticed before.
• Honesty and directness. Createquity is verbose, but not circumspect. Ian and his compatriots write honestly from their own experience, and then they back it up with lots of data. Or they critique the data. Whatever their reaction to the inciting report or topic, they are authentic and clear in representing their perspectives. I often think their arguments are the best around when it comes to active arts participation, as long as your audience is willing to read long articles.
• Exposure to a broader arts world. I've lived in a museum bubble for a long time. I like having a resource that makes me more aware of what's going on with symphonies and public art and foundations. Createquity is a little heavy on the funding discussion, but the Around the Horn bullet list posts along with the longer essays help me connect with worlds beyond museums. It's a bit surprising to perceive that the American "arts" field is in as much of a bubble as the museum industry--perhaps even a smaller one. There is a very tight circle of names dropped on this blog and its relations, and I feel like Createquity is a good access point to their world. It also makes me wonder what other worlds are out there.

Enjoy the blog, explore the archives, and let me know what you think. 

The Event-Driven Museum, One Year Later

A year ago, I wrote a post speculating about whether events (institutionally-produced programs) might be a primary driver for people to attend museums, with exhibitions being secondary. Now, a year later, I've seen the beginnings of how that question has borne out at the Santa Cruz Museum of Art & History (MAH), as well as hearing from folks around the museum industry about the interplay of exhibitions and events at their own institutions.

And so, in this post, a few findings, and more questions.

Many museums, big and small, thrive on events. I had originally assumed that this phenomenon might affect smaller museums in smaller markets more than large urban institutions, but I've since learned from colleagues at big hitters like LACMA and the Dallas Museum of Art that the majority of their visitors attend through events. One director of a children's museum even told me that they "eventize" normal operations--calling a Saturday a "family festival" without changing the planned programming--to draw more people. At our museum, about 68% of casual visitors (non-school tours) attended through events this year.

This isn't true for every museum. There are still many museums in large tourist centers with a hefty one-time audience. Zoos, aquaria, science and children's museums boast a significant "anytime" audience of families who return again and again. But for art and history museums, especially outside the biggest tourism markets, I wouldn't be surprised if events drive the lion's share of attendance, period.

At our small museum, events have driven a huge increase in attendance, community partnerships, and media coverage. We're still crunching numbers for the close of the fiscal year, but our attendance has more than doubled from 17,349 last year to about 36,000 this year. The vast majority of that increase has come through attendance to new events.

These events don't just increase audience. This year, we produced our events--especially the 3rd Friday evening series--in partnership with over 700 artists and community organizations in Santa Cruz. Events enabled us to partner with diverse groups who brought in new audiences and programmatic opportunities. We turned a place where “nothing happens” into a place where something was often happening. We got media attention each time we hosted an event, and within a year, we were celebrated by the local weekly as “a major go-to hotspot… that keeps things fresh and fuels the creative fires of Santa Cruz.”

So why is this happening, and what does it mean? Here are three possibilities I'm toying with for why events are taking center stage at museums:

• Culturally, we are shifting to a more event-driven society. Recreational time is down, people are more scheduled than ever, and “casually” visiting a museum is irrelevant to many people, especially those who live outside large urban cultural centers. Festivals—whether of jazz, visual art, ethnic identity, or historic reenactment—are experiencing record attendance even as more permanent institutions that offer the same content are struggling. People want to come for the weekend, the moment, the event. (Note: this is a hypothesis with little data to back it up. Can you help with some concrete information to confirm or refute this idea?)
• It's less about the event than the timing. Audience behavior could be more driven by museum hours than by the type of activity offered. Events mostly happen in the evening or on weekends, outside of work time. The majority of our exhibition hours do not. Maybe if museums were open from 3-10pm instead of 10am-5pm, the attendance would be higher overall. However, it is worth noting that at the MAH, a Saturday without an event during daytime hours typically draws half as many visitors as a Saturday with even a very low-key drop-in program. 
• Events generate media buzz and attention with greater frequency than exhibitions. The more events we do, the more we get known for events, and the more people attend during them. If society is more event-driven than ever, we have to give people explicit (and frequent) reasons to think of museums as an "anytime" experience, or they never will attend casually. This could be a worthwhile long play that introduces people to the value of a weekly "museum moment," or it could be an uphill battle against the reality of how and why people prefer to engage. 

I'm most interested in the first of these, and I'm genuinely curious to hear about any studies or data that might shed light on the (real or imagined) cultural shift towards events. In talking with executive directors of a range of arts organizations, it really does seem that festivals are performing better than their regularly-scheduled counterparts. I don't know if that has always been the case or whether festival formats are just now in ascendance. What have you seen, both from the arts management side and from your own experience as a consumer?

What Belgian Beer-Brewing Monks Taught Me about Non-Profit Business Models

If you want to drink the best beer in the world, you'd better be ready to work for it. A recent episode of the design podcast 99 Percent Invisible chronicled the hoops people jump through to get a bottle of Westvleteren 12, which is produced by the monks of the Abbey of Saint Sixtus of Westvleteren in Flanders, Belgium. You can only reserve a bottle by phone. You must pick it up in person at the Abbey at a specific time on a specific date. You can only buy a small amount, and you are limited to one purchase every 60 days.

The episode is mostly focused on the thrill of the hunt, and all the attendant ways exclusivity fuels desire. But late in the episode (minute 9), when the supplicant finally drinks the beer at the monastery, he is underwhelmed. The beer is terrific, but the experience is unfulfilling. He feels anonymous. He feels disconnected. He made it to Mecca, and it's kind of eh.

Why the disconnect? As Roman Mars, the show's host, puts it, "You, the consumers of beer, are not the real customer. God is." The monks make beer to support their monastic lifestyle, not to serve consumers. The exclusivity and the complicated path to purchasing the beer are not branding strategies to trump up the value of the beer. They are limitations that enable monks to spend most of their time being monks.

Listening to the podcast, I was struck by its strange connections to the non-profit world's approach to funding. In many ways, the monks have a much more practical approach to the problem of supporting their mission than the rest of us do. They brew beer to provide the income to support their religious work. It's the ultimate case of unrelated business income. They don't want their beer-brewing work and their prayer to be commingled; they are intentionally separate. Whereas non-profits work hard to fit everything they do under one mission, the monks split it up. The beer supports the mission. The beer is not part of the mission.

In the arts, this bears directly on the current debate around "art for art's sake" versus "art for community development." Not every arts organization is fundamentally focused on connecting with and engaging audiences. While a few are, the majority are only slowly pivoting towards a primary focus on audience engagement. Some do so with gusto, seeing the opportunity for transformation, relevance, and new relationships with the public. Others do so half-heartedly. Some even feel forced to do so. They want to be art monks, not customer-serving businesses.

It's totally valid for an artist or an art organization to have a monastic approach. For these organizations, the ultimate audience--the one they care most about--is something else. It could be "art" with a capital A, the pursuit of social justice or innovation or institutional critique. I've talked to plenty of non-profit artistic directors and curators who will say that the master is the work... or if not the work, the artists behind the work. To them, audience engagement is a distraction at best, a dilution or bastardization at worst.

So why do they even consider it? These days, a few key arts funders are shifting towards public engagement through art. Everyone is strapped, so organizations try to move with the funders. Monastically-inclined institutions pursue donors who support public engagement with the work, and they package the work into a kind of sausage they can sell to audiences. The result is not Mecca. It's something less than, something that often frustrates artists and audiences alike.

Community-focused organizations have the same problem in reverse. Even if they primarily care about deep engagement with audiences, these organizations often have to talk about "artistic excellence" to get noticed by traditional arts funders and donors. Community organizations without brand-name artists can be denigrated as "craft centers," even if the outcomes of their engagement efforts are tremendous.

The problem is that no one--neither art monks nor community-driven organizations--are entitled to funding. We all have to find supporters and customers who can help us pay the bills. Maybe, instead of shifting with the traditional funding, all kinds of arts organizations should be proudly and blatantly seeking out unrelated sources of income. I recently heard the director of a major performing arts organization pejoratively refer to for-profit music venues as "bars with bands" as opposed to organizations that exist to produce and present "real" music. But is it any less problematic to be supported by grants and high ticket prices than by beverage sales? Does it lead to more "pure" programming decisions? I don't think so.

We are always told that everything we do should flow from our mission. Maybe instead, we should think like the monks and figure out how we can make sure everything we do serves our mission. There are arts organizations (including my own) that get significant amounts of their operating budgets from endowments, real estate, or parking garages. There are innovative arts organizations that are led by volunteer staff members who make their money as teachers or engineers or marketers. Maybe we shouldn't apologize for these "non-mission-based" sources of income. Maybe we should pursue more of them. After all, they are what allow us to pursue our missions--for whomever our ultimate audience may be.

17 Ways We Made our Exhibition Participatory

Going to MAH and seeing the LOVE exhibition on First Friday was a wonderful experience. It made me think in ways that I haven't before about the relation of art--as expressive culture--to democracy. It was fascinating to see people--across social differences--responding to representations of love in the paintings, images, objects and narratives that were part of the installation. It was exhilarating to see them inspired to create their own meanings in response: lovers whispering together in alcoves, people of all ages writing and drawing on walls and post-its, children painting, everyone sitting rapt before screens.
--Helene Moglen, professor of literature, UCSC 

After a year of tinkering, the Santa Cruz Museum of Art & History is now showing an exhibition, All You Need is Love, that embodies our new direction as an institution. It is multi-disciplinary, incorporates diverse voices from our community, and provides interactive and participatory opportunities for visitor involvement. The exhibition is far from perfect, but it's a big step towards reflecting the "thriving, central gathering place" of our strategic vision.

This post focuses on one aspect of the exhibition: its participatory and interactive elements. We experimented with many different forms of visitor participation throughout the building, trying to balance social and individual, text-based and artistic, cerebral and silly. With one exception, no single activity cost more than $30 to produce/maintain. We developed and prototyped everything in-house with staff and interns. Pull up an armchair for a tour of our participatory hits, misses, and related discoveries. (Note: you can view these photos of the exhibition on Flickr here.)

Content Development

While most of the participatory components to the exhibition are products that are visitor-facing, there were a few ways we made our development process participatory in terms of collecting and curating content:

• We partnered with two local newspapers--the Good Times and the Sentinel--to run contests looking for people with stories of crazy things they'd done for love and love rituals with family and friends. The best of the results were published on the papers online and included in the exhibition complete with first person labels, photographs, and artifacts.
• We collaborated with two local organizations--the Rebele Homeless Family Shelter and Dominican Oaks retirement community--to conduct oral histories and produce a small audio and photo-based exhibit on maintaining love in tough situations. Here's a photo of one of the retired couples who came with their family to celebrate her 80th birthday in the exhibition.
• We invited museum members and a few community members/organizations to create small exhibition components about unique love experiences with family, friends, teammates, romantic partners, and pets. 
• We invited a private art school to fill a very public wall with paintings made by students in response to the question, "How would you depict love?" This is the most visible community component in the exhibition--a huge wall of 60 paintings hung salon-style, including a giant Marilyn Monroe, several superheroes, cats, goth girls--whatever said "love" to a range of kids. The inclusion and prominence of amateur art in the museum makes a complicated statement that is worth a whole other blog post.
• We prototyped the most complicated interactives (the Love Styles quiz and Hearts to Hearts game) with visitors in the months leading up to opening. Because our visitation is highest during our monthly First Friday events, we used those as opportunities for testing. We called the prototypes "activities," got lots of participants, and people loved giving their feedback and seeing the prototypes evolve over a couple months. We've continued to do this for future exhibitions.

The Love Lounge

I LOVE... entryway.

On the first floor of the museum, just as you walk in, you encounter a small gallery that we have transformed into a participatory, creative space. This gallery has always been tough for exhibitions--it serves as a pass-through to the classroom, and during evening events, people pour through it on their way to and from classroom activities. We decided that instead of fighting this use, we should embrace it and reposition the gallery as an informal, welcoming space for active engagement with content. We also felt that it was useful to "front load" participation so that people understand right off the bat that they can engage actively at the MAH. So many museum exhibitions relegate the participatory bits in at the end. We wanted to welcome people in a participatory way, so that hopefully, they would carry that same energy and enthusiasm for active engagement upstairs.

The content of the Love Lounge focuses on individuals from Santa Cruz County, historic and current, and the crazy things they have done for love. Some are conceptual (i.e. interracial marriage, keeping a family together while homeless) and others are more immediate (i.e. making a special gift). The content was developed in a participatory way but is presented traditionally via artifacts, text, photos, and audio.

There are three participatory components for visitors to the Love Lounge:

• An entrance doorway with spray-painted I LOVE ________ that people can complete with chalk. People love this and it's easy to manage with a sponge. The content is fairly surface-level, but it creates a nice feel when you walk in. 
• A wall on which people can write answers to the question: "What's the craziest thing you've done for love?" with sharpies. This is the smash hit of the room and the most risky thing in the whole exhibition. What kind of crazy museum gives people sharpies and lets them write on a wall? As it turns out, the wall is fairly manageable and generates fabulous stories. The biggest problem is the sharpies running out; visitors pound them into the walls, and they have to be replaced every two weeks. We also have problems with kids scrawling on the bottom (you can see the height below which the wall becomes a toddler playground) and occasionally, people writing inappropriate things. We haven't had too much swearing, but there are rare moments of violence. "Murder" is not something you want to see on this kind of wall. We manage the wall by repainting it when it gets full (about every 3 weeks, and yes, we photograph it first) and spot-repainting anything offensive the day it is noticed. The content truly is amazing. Every time we repaint, I'm sad to see many of the stories go--but then I'm always overwhelmed with the quality of what replaces them.
• A typewriter on which people can write love letters. They can pin them to the wall or take them home. This is the sleeper surprise of the room--few people do it, but those who do get completely hooked. It's not unusual to find a teenager at the typewriter for an hour or a family learning how to use it together. 

There was a fourth interactive element in the Love Lounge in which people could recommend favorite love songs to get added to the soundtrack that plays in the space. We cut it in the first week after opening. It wasn't a substantive activity, we had no way to get back to people to tell them their song had been added, and it was right next to the typewriter--too many activities on one little desk.

Sound Stairs

As you walk up the stairs to the second floor of the exhibition, where the main gallery is, your footsteps trigger voices from the community saying "I love dance," "I love anthropology," "I love cats," etc. This installation is the only one that cost more than $30--about $2,000 for the parts. We see it as a long-term investment for the museum. We stole the idea from the Pittsburgh Children's Museum and worked with a fabulous local volunteer engineer to make it happen. We invite visitors to record themselves at the front desk with the staff member, and every month, we dump new voices into the staircase. We plan for this to be a permanent installation with content specific to the given exhibition at any time. This sound installation is delightful and adds surprise to the museum. I'm not sure whether people come back to hear their voices on it, but they certainly enjoy triggering them, listening, and recording themselves.

Second Floor and the Main Gallery

The main gallery for the exhibition primarily focuses on a blend of traditional exhibition content exploring romantic and platonic love. There is a mix of artwork, historical artifacts, community stories, and labels about the psychology of love. There are also four participatory experiences spread throughout the gallery:

The abacus and sticker setup for the Love Styles test.

• "After the Breakup, I..." wall. This is a simple post-it-based talkback wall where people share their breakup stories. Powerful, poignant, and entertaining. We used this technique to develop the prompt. Requires occasional culling for violent or overly sexual content, but mostly, it's PG-13 and on-topic.
• Love Styles personality test. This is our most elegant interactive in the exhibition, and it is always occupied by absorbed visitors. It is a personality test (based on real science) in which you can determine your own love style by answering a series of questions, teen magazine-style. We spent a long time prototyping this one. We didn't want people to have to add up points or do anything too onerous to participate. So, we created simple handmade abacuses that people use to track their responses to sets of questions. At the end of the quiz, you look at the beads to figure out what style is dominant. You then put a sticker under the name of your dominant style. The stickers accumulate to show a simple statistical distribution of love styles in the visitor community. Every once in a while, a post-it from the breakup interactive will make its way over here as a form of commentary on the activity. 
• Hearts to Hearts card game. This social game, based on the popular Apples to Apples, is a mixed bag. The idea is to select adjectives from a deck that best describe the feeling of common relationship experiences--Thanksgiving dinner, office holiday parties, sharing rooms with siblings. When you get a group together at the table, it's incredibly fun and successful at prompting people to share personal stories related to the topics at hand. But it's hard to explain to visitors who haven't played Apples to Apples, and if there is not a gallery host to facilitate, this one often sits unplayed.   



A DIY wedding!

• DIY Wedding Chapel. This one was not created by us. Artists Beth Stephens and Annie Sprinkle decided to create an immersive, surreal wedding chapel in which to show video clips from their series of weddings to the earth. They wanted to invite visitors to engage in spontaneous wedding ceremonies in the chapel, and so we brainstormed together until we decided on a blackboard with fill-in-the-blank wedding vows. (Rejected ideas included a paper towel dispenser for vows.) While very few people actually write and recite vows in the chapel, the ones that do are passionate and heartfelt, even when goofy. This is definitely a case where people's participation is higher given the overall participatory vibe of the gallery. In a traditional museum, I suspect people would see the blackboard as "part of the art" and not touch.

Elsewhere on the second floor, there are two small activities that explicitly tie the love show to our history collection:

• Love Map. In the history gallery, there is a map of Santa Cruz County with paper, pins, and red yarn for writing a memory about a love experience in the county and connecting it to the place where it happened. This was launched as a facilitated activity during a "Love Fest" event in April and stayed. It is a bit of an ugly stepchild interactive--since it wasn't planned with the rest of the exhibition, we tend to forget to maintain and regulate the content. It can get messy, but the layered effect is somewhat appealing despite the reduced coherence.
• Love matching game. Also created for the Love Fest, this little game is perched on a wall on the way from the second to the third floor. It is a simple poster showcasing photos from the museum archives of couples in love, old valentines, etc., along with cards with clues to match to the photos on the posterboard. We have found these staircase landing activities to be surprisingly appealing. Here are some girls crowded around it on their way through the museum. 

3rd Floor

The third floor of the museum takes love to a more spiritual and conceptual level. The sole gallery holds extraordinary paintings by Joan Brown, mostly reflecting her deep love of cats. Outside the gallery, there are personal stories from community members about connections to animals, and a lobby area that we have rebranded as a Creativity Lounge. There are three participatory activities on the third floor:

Cat temple meditation.

• Animal stories. At the end of a wall featuring five animal photos and related first-person stories, there is an entreaty for participation. If you have a pet story to add to the wall outside the gallery, you can email it to our curator of history/collections manager, Marla. Only two people have done this. People like looking at and reading the pet stories on display, but the idea of going home, finding a photo, writing something up, and sending it in? Not so much.
• Me collages. The Creativity Lounge is entirely taken over by this simple activity, in which visitors are invited to make collages that represent "the things you love most" from recycled magazines. There is a beautiful, simple set of clotheslines on which visitors can hang their completed collages. This activity is a bit of a conundrum. From an experience perspective, it's terrific. Visitors of all ages spend a long time working on their collages. They talk with each other while creating, both bonding and bridging as they cut and glue. There are many people who clearly have aha moments about the pleasure of simple art activities. And yet, while the collages look lovely on the wall, the content produced by them is weak. Almost no one looks at the finished collages except as a design element. We have a basket of completed ones (too many to hang!) with a sign that says, "Take home a hand-made collage." No one does. They pile up.
• Meditation cushions. This is a different kind of interaction. In the gallery with the Joan Brown paintings, there is a "cat temple" that Joan built and painted. It is strange and beautiful and we wanted people to have a different way to experience it. We put out some simple cushions on the floor--the kind you'd put on patio chairs--in a semi-circle around the temple. There's a simple label inviting you to sit and meditate on the work. I'm always surprised and delighted when I see people doing so, sitting quietly on red cushions, while just outside the gallery the scissors and magazine bits are flying at the collage activity. It's nice to remember that there really is room for all different kinds of participation in a museum.

So What?

What's the cumulative effect of all these participatory experiences? Do they really help people connect with the content at hand? And if their development means less room (mental or physical) for contemplation of artworks and historic artifacts, is it worth it?

Of course, I'm biased. I feel strongly that we need to provide multiple entry points to exhibitions. We need labels AND audio AND post-its AND collage-making AND games AND meditation. I am proud to see visitors increasing their dwell time, sharing their delight and enjoyment of the space, having meaningful conversations in the galleries, and generally expressing that the museum is becoming a useful place for them to explore topics near and dear to the heart (literally).

What's the downside? In this case, the tradeoff was in design. Because we were taking this "and" approach for the first time, we didn't quite have the skills to figure out how we should organize everything to be participatory AND look gorgeous. We realized we needed a more complex hierarchical design approach to incorporate all the new elements sensibly and attractively. The multi-disciplinary content and the inclusion of community voices were just as challenging from a design perspective as the participatory components. The whole process exposed our weaknesses in a good way. We know what we need learn about and improve on over time.

For now, I'm glad to hear visitor comments like this one, from a 16-year-old girl:

even though we have seen famous exhibits from picasso to monet-this is the first exhibit that makes me want to do art

Amen to that.

Blueprint Book Club Part 3: The Future of the National Vending Machine

This post is the third and final in a series of reactions to Blueprint, a book chronicling the rise and fall of the Dutch Museum of National History (INNL) in 2008-2011. This guest post was written by Geert-Jan Davelaar and Anna Tiedink, educators at the Zuiderzee Open Air Museum in the Netherlands, the museum that "adopted" the INNL's National Vending Machine project after INNL's closure. The Vending Machine project was one of my favorites; you can learn more about it here. 

After INNL was forced to close its (mostly virtual) doors, the National Vending Machine, one of the projects the Museum of National History had set up, was transferred to the Zuiderzeemuseum. How is the exhibit living on at the museum and what is it like to take over someone else’s project? We’d like to share some thoughts and ideas in this guest post.

 The National Vending Machine is an actual functional machine, which, instead of traditional Dutch snacks, contains different everyday objects and souvenirs visitors can buy for a small sum. Information on a label and a short video clip informs the buyer about the history behind objects including a tulip, fishing boat, licorice and tea towel. Online, participants can share why they bought the object and suggest a new object for the machine.

A vending machine is actually a pretty good metaphor for the process of taking over the exhibit from INNL:

• It was convenient: without going through the process of initiation and development our museum was treated to a very attractive exhibit, all set up and ready to go. 
• It was well stocked: not only did we have about 60 objects and their stories; the whole project was well documented as well. 
• It was solid: in the 1.5 years the exhibit had been presented at four different locations across the Netherlands, it had proven itself to be a great tool in engaging the public with historical objects. 

But the National Vending Machine, as most of INNL’s projects, is a prototype. Consequently, soon after the transfer, our discussions focused on the objective of the machine in its new context: what purpose does it have? Where should we place it and how do we want our visitors to engage with it? 

Zuiderzeemuseum is an open-air museum that focuses on a specific region in the north of the Netherlands. Originally, we placed the vending machine in the car park ticketing area, where about 60% of our visitors wait for a ferry to come to the museum itself. After exhibiting the vending machine in our entrance building, we found it was used by a cross-section of our audience: families, day-trippers, pupils and students. We also noticed about 30% of the exhibit's visitors by-passed the registration procedure, choosing to buy an object without creating a user profile. This focus on buying the object was also reflected in the fact that none of the registered participants responded to the objects online. The vending machine itself was popular, but the secondary experience around it was not.

So now, we are trying to come up with a way to go beyond the convenience of the quick sale and seduce our audience to have a deeper engagement with the histories behind the objects. We want to have a conversation with our audience and facilitate storytelling. We want to increase the offline and online participation and go beyond what can be seen as a gimmick: buying an historical object in an unexpected way.

While we are interested in facilitating deeper experiences, we also plan to start tweaking the usability of the vending machines to make buying an object as easy as possible. Why should a visitor go through a laborious registration procedure to get a RFID card when it has no other use for him or her? The RFID card was intended to be the entrance ticket for INNL, so it made sense in that context during their planning. For us, the card is less useful. Also, just like any vending machine, objects get physically stuck in the system. Rethinking the design and the technology used is an important part of this ongoing process.

Being an open-air museum presenting the past, present and future of a specific region in the north of The Netherlands, our discussion of what regional objects we should include in the vending machine goes deeper. Are we the ones who should curate the items that tell people’s history? We don’t think so. Most importantly, we see the Vending Machine as a catalyst for co-creation, giving our audience greater influence and a greater voice to a shared history. The Vending Machine will travel to different communities in and outside our region. We would like to link with other organizations, institutions, individuals and neighborhoods and have them decide which objects represent their history and belong in the exhibit. This project will result in new objects for the Vending Machine as well as our coming new main exhibition. The vending machine could even be a message in a bottle: going from one place to the other spreading its stories as it moves.

So, we’re back to our original vending machine. In a way we are like our visitors, standing in front of the brightly lit National Vending Machine, coins in our hands, 80 different compartments to choose from, trying to make our decision as we would an actual vending machine. We're left wondering what aims can be relevant for this exhibit and our museum. Which compartment would you open?