moma recap report

MoMA Series 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 exhibitions

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 Museums 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.

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

Museums 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.

ADVERTISTING

MARKETING

PROMOTIONS

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

Creative Loafing, October 2011

Atlanta Journal Constitution, October 2011

Connect Savannah November 2012

Charlotte Magazine in April 2012

Georgia Voice Pride Issue in September 2011

Creative Loafing January 2012

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Atlanta Journal Constitution April 2012

Oxford American 2012

Print Collateral

Modern by Design Rack Card

Print Collateral

Picasso to Warhol Rack Card

Print Collateral

Picasso to Warhol School Programs Guide

PUBLIC RELATIONS

AND

PRESS HIGHLIGHTS

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.co