moma recap report

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Highlights from the first two years of the MoMA series exhibitions Modern by Design and Picasso to Warhol: Fourteen Modern Masters

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  • 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

  • \

    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