Download - MoMA Recap Report

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Page 1: MoMA Recap Report

MoMA Series Report

Page 2: MoMA Recap Report

High Museum of Art MoMA Series The MoMA series is a multi-year, multi-exhibition collaboration between the High Museum of Art and

The Museum of Modern Art, New York (MoMA), which was launched in 2009 with Monet Water Lilies,

the first in a series of six exhibitions. In the past year, two MoMA exhibitions were on view at the High

Museum: Modern by Design (June 4 through August 14, 2011) and Picasso to Warhol: Fourteen Modern

Masters (October 15, 2011 through April 29, 2012).

We can report on several successes related to these two MoMA partnership exhibitions, particularly

around our major goal to broaden our reach to younger audiences. The High has seen a significant

increase in the number of student visitors made possible through programs like Art Access, an outreach

initiative to Title 1 schools to expand access to the arts, and teen programming.

The Art Access initiative, in particular, has

dramatically increased the number of young

visitors to the High Museum. This program

is designed to remove the economic barriers

which typically prevent schools from

attending the Museum by providing students

with a high-quality, dynamic learning

experience through the visual arts. Art

Access is an all-inclusive field trip program

which provides free admission to the High

for students and chaperones, including

payment of bus transportation, free teacher

resources and "Welcome Back" cards for all participating students, allowing each child to return to the

Museum with his or her family one time, free of charge. This program expanded significantly during the

exhibition of Picasso to Warhol: Fourteen Modern Masters by offering free Museum admission for

school groups and their teachers from every Title 1 School in the state of Georgia. By the exhibition’s

closing date on April 29th, over 37,000 students viewed Picasso to Warhol through the Art Access

program, leading to a total of over 78,000 student visitors to this exhibition, a record number for the High.

Teen programming has grown significantly over the past year and now consists of a wide variety of

programs, including Teen Team, art classes, teen nights, art talks, film screenings, and music shows. The

first Teen Team began this school year and included 15 students from 7 different counties and 13 high

schools, selected through a competitive application process. In addition to remaining connected to the

Museum on a monthly basis to engage with the collection and exhibitions, the Teen Team planned events,

discussed artistic careers and collaborated with artists. Teen Nights, one of the events organized by the

Teen Team, occur two times per year corresponding with exhibitions. Outside of the Teen Team, other

opportunities for teens at the Museum include ArTLab for Teens classes and Spring Break Teen ArtLab

classes. Both courses engage local artists and focus on the Museum’s exhibitions, including MoMA.

Additional MoMA-themed teen engagement opportunities at the High Museum include Poetry Slams and

Art Throwdowns, competitive team-based art challenges in public high schools.

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In addition to Art Access and opportunities for

teen engagement, the High offered a wide

variety of additional programs during the

Picasso to Warhol exhibition. Lectures included

Inside the Curatorial Process: Picasso to

Warhol, attracting 126, and Van Gogh to

Pollock, with 166 people in attendance. The

artist KAWS was a featured lecturer in the

Museum’s Conversations with Contemporary

Artists series, drawing 275, and a Picasso to

Warhol Study Day served 87 academics.

Opportunities for younger audiences were varied and included three Culture Shock events attracting 3,786

young professionals; a College Night bringing 2,004 students to the Museum; and six Second Sunday

Fundays, including a Modern People Family Day, attracting 8,530 children and their families.

Close to 300,000 people came to the High to view Picasso to Warhol, making it the fifth most popular

exhibition to-date. As we move forward with the MoMA Series, the High is building upon our recent

success with student attendance and intend to further expand our visitor profile to include more young

professionals. A new marketing plan was developed which kicked off 2012 with strong programming in

this area including special events, college outreach and “pay as you wish” days.

As an institution constantly evaluating our

programs and practices to ensure future

success, we are applying lessons learned from

Modern by Design and Picasso to Warhol to

these future MoMA exhibitions. We saw very

strong attendance for dates around the

opening and closing of Modern by Design

and Picasso to Warhol, indicating that a

shorter run for exhibitions creates a greater

sense of urgency for visitors. In response to

this, we have made adjustments to the run of

the upcoming MoMA exhibition, Fast Forward: Modern Moments 1913>>2013. We expect this

scheduling change and our other efforts around attendance to favorably impact the number of visitors we

see at the Museum for future exhibitions.

We look forward to continuing to report to you on our progress with the MoMA Series, including updates

for the current exhibition, Picturing New York/Picturing the South (June 9 through September 2, 2012),

Fast Forward: Modern Moments 1913>>2013 (October 13, 2012 through January 20, 2013), and

Presentation Piece (July 13 through October 6, 2013) featuring contemporary art. Through the

exhibitions and programs made possible by this project, the High continues to be in the national and

international spotlight.

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ADVERTISTING

MARKETING

PROMOTIONS

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Sample Advertisements

Atlanta Journal Constitution

Sunday Living

Atlanta Guide

Atlanta NOW

Atlanta Magazine

Atlanta Tour Manual

Birmingham Weekly

Carolina Arts

Charlotte Magazine

Charlotte Go Ad

Charlotte Observer

Charlotte Summer Guide

Connect Savannah

Creative Loafing

Encore

Fenux Magazine

Georgia Voice Pride Issue

Greenville News

Gwinnett Daily Post

Neighbor Newspapers

Oxford American

The Pulse

Savannah College of Art and Design Publication

Young Foxy Free

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Creative Loafing, October 2011

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Atlanta Journal Constitution, October 2011

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Connect Savannah November 2012

Charlotte Magazine in April 2012

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Georgia Voice Pride Issue in September 2011

Creative Loafing January 2012

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Atlanta Journal Constitution April 2012

Oxford American 2012

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Print Collateral

“Modern by Design”

Rack Card

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Print Collateral

“Picasso to Warhol”

Rack Card

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Print Collateral

“Picasso to Warhol”

School Programs Guide

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PUBLIC RELATIONS

AND

PRESS HIGHLIGHTS

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“Modern by Design”

June 4 – August 21, 2011

Major Publications and Additional Press Highlights

Wall Street Journal, October 28, 2011, “Design of the Digital Age,” New York, NY, Newspaper

The New York Times, March 17, 2011, “Promising Exhibitions from Coast to Coast,” New York,

NY, Newspaper

Artdaily.org, November 29, 2010, “20th Century Modern Design from the Museum of Modern

Art Coming to Atlanta Next Spring,” Website

ArtsCriticATL.com, April 8, 2011, “High Museum commissions works by international design

firms Joris Laarman Lab and nendo,” Website

Artdaily.org, April 11, 2011, “High Commissions Two Iconic Designers for Exhibition Opening

in June,” Website

Atlanta, June 1, 2011, “High Hopes,” Atlanta, GA, Magazine

The Atlanta Journal Constitution, June 3, 2011, “Historic, cutting edge merge in High's ‘Modern

by Design,’” Atlanta, GA, Newspaper

The Atlanta Journal Constitution, June 4, 2011, “Cutting edge meets historic,” Atlanta, GA,

Newspaper

Artdaily.org, June 7, 2011, “20th Century Modern Design from the Museum of Modern Art,”

New York, at Atlanta's High Museum, Website

Access Atlanta.com, June 9, 2011, “Review: ‘Modern by Design’ at High Museum,” Atlanta,

GA, Website

Atlanta Business Chronicle, June 9, 2011, “Time Out--Make Mine Modern,” Atlanta, GA,

Magazine

ArtsCriticATL.com, June 15, 2011, “Review: MOMA as tastemaker in High's ‘Modern by

Design,’” Atlanta, GA, Website

Haaretz Magazine, March 1, 2011, “Modern by Design,” Israel, Magazine

Object <> Plastic, March 2, 2011, “Modern by Design,” Atlanta, GA, Website

Interior Design, May 1, 2011, “Cool in Hotlanta,” Website

Modern Atlanta, May 2, 2011, “High's ‘Modern By Design’ Exhibition,” Atlanta, GA, Website

Where Atlanta, June 1, 2011, “High and Mighty,” Atlanta, GA, Magazine

Seasons Magazine, Early Summer 2011, “Gallery Views,” Magazine

Muck Rack, June 4, 2011, “Headed to opening day of the High Museum's ‘Modern by Design,’”

Website

ATL Insider, June 6, 2011, “Modern by Design--Robots, Machines and Futuristic Furniture, Oh

My!,” Atlanta, GA, Website

955 The Beat, June 6, 2011, “Modern by Design,” Atlanta, GA, Website

The Sandy Springs Neighbor, June 8, 2011, “Modern by Design,” Sandy Springs, GA, Newspaper

City's Best.com, June 10, 2011, “Atlanta Day Date: Romance in Midtown's Summer Stroll,”

Website

Where Atlanta, June 11, 2011, “High and Mighty,” Atlanta, GA, Magazine

Modern Luxury, June 15, 2011, “High Museum of Art,” Atlanta, GA, Website

NPR, July 28, 2011, “Form and Function Meet in ‘Modern by Design,’” Website

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“Modern by Design” Press Mentions

New York Times Newspaper

March, 17, 2011

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“Modern by Design” Press Mentions

Art Daily

April 11, 2011

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“Modern by Design” Press Mentions

Where Atlanta Magazine

June 2011

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“Modern by Design” Press Mentions

New York Times

March 28, 2011

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“Modern by Design” Press Mentions

Wall Street Journal

March 28, 2011

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“Modern by Design” Press Mentions

Art Critics ATL.com

June 15, 2011

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Picasso to Warhol

October 15 – April 29, 2012

PRESS COVERAGE & HIGHLIGHTS

High Museum of Art Public Relations

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“Picasso to Warhol”

October 15, 2011 – April 29, 2012

Major Publications and Additional Press Highlights

The Atlanta Journal-Constitution, January 2, 2011, "Picasso to Warhol: Twelve Modern Masters

at the High," Atlanta, GA, Newspaper

The Wall Street Journal, October 9, 2011, “‘Picasso to Warhol’ Matisse Goes South: Modern in

Atlanta,” New York, NY, Newspaper

Luxe Crush, September 27, 2011, "Get Your 15 minutes of Fame at the High Museum's Warhol

to Picasso POP Party!," Atlanta, GA, Website

Washington (DC) Post, October 14, 2011, “‘Picasso to Warhol” exhibition at Atlanta's High

features masterpieces of modern art,” Washington DC, Washington DC, Newspaper

Creative Loafing Atlanta, September 28, 2012, “Uncrating Picasso's ‘Girl Before a Mirror’ at the

High,” Atlanta, GA, Website

Artdaily.org, February 1, 2011 “High Museum of Art Announces ‘Picasso to Warhol: Twelve

Modern Masters,’" Atlanta, GA, Website

Atlantan, August 1, 2011, “Top Ten: Stark Raving Mod,” Atlanta, GA, Magazine

Atlanta Journal Constitution, August 21, 2011, “A visual history of modern art told,” Atlanta,

GA, Newspaper

Atlanta Homes & Lifestyle Magazine, 2011, “High Arts Day”, Atlanta, GA, Website

Art Galleries & Artists of the South, 2011, “Picasso to Warhol: Fourteen Modern Masters

beginning October 2011,” Birmingham, AL, Magazine

Stamfordadvocate.com, February 2, 2011, “High Museum to get MOMA exhibit”, Atlanta, GA,

Website

Museumpublicity.com, February 2, 2011, “High Museum of Art Announces Picasso to Warhol

from MoMA Exhibition,” National, Website

ATL: The Airport Newspaper, February 3, 2011, “High Museum in Atlanta to get MOMA

exhibit,” Jonesboro, GA, Newspaper

ArtfixDaily, February 3, 2011, “Masterpieces by 12 Masters from the Museum of Modern Art;

‘Picasso to Warhol: Twelve Modern Masters,’” National, Website

Midtown News, February 16, 2011, “High Museum of Art to Showcase Exclusive Exhibit,

‘Picasso to Warhol,’” Atlanta, GA, Website

The St. Regis San Francisco Bespoke Magazine, Summer 2011, “Picasso on Display,” San

Francisco, CA, Magazine

Northern Virginia Daily, August 15, 2011, “Atlanta's High features modern masterpieces,”

Strasburg, VA, Newspaper

The Dispatch, August 28, 2011, “Atlanta's High features masterpieces of modern art,” Lexington,

NC, Newspaper

Artdaily.org, October 21, 2011, “High develops new smartphone application for ‘Picasso to

Warhol’ exhibition,” National, Website

The Palm Beach Post, October 21, 2011, “Modern Masterpieces,” West Palm Beach, FL,

Newspaper

Artscriticatl.com, October 25, 2011, “Review: High Museum gets it right with ‘Picasso to

Warhol,’” Atlanta, GA, Website

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Kuwaittimes.net, November, 16, 2011, “Atlanta's High features masterpieces of modern art,”

Kuwait, Kuwait, Website

Chattanooga Times & Press, November 21, 2011, “Picasso to Warhol' Atlanta's High Museum

presents work by 14 iconic artists,” Chattanooga, NC, Website

Richmond Times-Dispatch, December 11, 2011, “Modern Masters,” Richmond, VA, Newspaper

Atlanta Journal Constitution, December 22, 2011, “Toys that Tease, toys to squeeze,” Atlanta,

GA, Newspaper

The Vinings Neighbor, December 28, 2011, “Ridgeview Charter School students tour High

Museum,” Marietta, GA, Newspaper

South Magazine, January 1, 2012, “Play,” Savannah, GA, Magazine

WOKV AM Radio, January 6, 2012, “High Museum Offer Free Admission to Schools,”

Jacksonville, FL, Website

WAGA-TV Channel 5 (Atlanta, GA), January 6, 2012, “High Museum Offer Free Admission to

Schools,” New York, NY, Website

The Chronicle, January 12, 2012, “Title I schools get free access to masterpieces,” Winston-

Salem, NC, Newspaper

Antiques & The Arts Weekly, January 13, 2012, “High Collaborates with MoMA to Present

‘Picasso to Warhol,’” Newton, CT, Magazine

Black & White, January 25, 2012, “Day Trips: Destinations More than 60 Miles from

Birmingham,” Birmingham, AL, Newspaper

Atlanta Journal Constitution, January 26, 2012, “Picasso to Warhol,” Atlanta, GA, Website

The Macon Telegraph, February 3, 2012, “Packed weekend for the arts in Middle Georgia,”

Macon, GA, Newspaper

Access Atlanta, February 6, 2012, “‘Picasso to Warhol: Fourteen Modern Masters’ at the High

Museum of Art,” Atlanta, GA, Website

Technology in the Arts, February 6, 2012, “Connecting to Art with ArtClix,” Pittsburgh, PA,

Blog

Atlanta Journal Constitution, February 10, 2012, “Follow your heart…and these tips,” Atlanta,

GA, Newspaper

Passport Magazine, March 1, 2012, “Georgia Atlanta,” New York, NY, Magazine

Artists Magazine, March 12, 2012, “Picasso to Warhol: 14 Modern Masters,” Palm Coast, FL,

Magazine

Luxe Crush, March 22, 2012, “Pop Culture! Dean and Britta Do Warhol,” Atlanta, GA, Website

Artdaily.org, March 23, 2012, "Picasso to Warhol" brings in record school attendance at the High

Museum of Art, Atlanta, GA, Website

Art Relish, September 29, 2012, “Hanging Picasso's ‘Girl Before a Mirror’ at the High,” Atlanta,

GA, Website

The Atlanta Journal Constitution, September 29, 2012, “Modern Masters' moving into High,”

Atlanta, GA, Newspaper

Atlanta Magazine, October 1, 2012, “Picasso to Warhol: Fourteen Modern Masters,” Atlanta,

GA, Magazine

Atlanta Daily World, October 12, 2012, “High Offers $5 Tickets for College Students in

October,” Atlanta, GA, Newspaper

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“Picasso to Warhol” Press Mentions

New York Times

October 23, 2011

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“Picasso to Warhol” Press Mentions

Art Galleries &Artists of the South

Volume 8 Issue 2, 2011

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“Picasso to Warhol” Press Mentions

Atlantan Magazine

October 01, 2011

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“Picasso to Warhol” Press Mentions

Jezebel

November 01, 2011

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“Picasso to Warhol” Press Mentions

Atlanta Journal Constitution

January 07, 2012

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“Picasso to Warhol” Press Mentions

Atlanta Magazine

November 01, 2011

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“Picasso to Warhol” Press Mentions

Art Daily

March 23, 2012

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“Picasso to Warhol” Press Mentions

LuxeCrush Atlanta

November 14, 2011

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“Picasso to Warhol” Press Mentions

Live Auctioneers

March 21, 2012

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“Picasso to Warhol” Press Mentions

Wall Street Journal

October 08, 2011

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“Picasso to Warhol” Press Mentions

Atlanta Journal Constitution

October 21, 2011

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MoMA Series: Coming Soon

Fast Forward: Modern Moments 1913 ›› 2013 October 13, 2012 – January 20, 2013

Roy

Lichtenstein,

Henri

Matisse,

The Blue Window, 1913 Girl with

Ball, 1961

Fast Forward: Modern Moments 1913 ›› 2013 will chronicle the

historical arc of the twentieth century by focusing on six key years:

1913, 1929, 1950, 1961, 1988 and 2013. Each of these years will be

represented by a range of paintings, sculptures, works on paper, design

objects, and films that demonstrate the variety of art forms that emerged

at those pivotal moments.

SAVE THE DATE: MODERN MOMENTS GALA, OCTOBER 5,

2012


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