Empty Billboard

As I’ve been writing the IMA’s 2010 marketing campaign, I’ve been trying to find ways to communicate the value of the museum experience. The IMA has a tremendous amount to offer the public: educational programs that range from films to horticulture classes, collections and exhibitions that span the scope of art history, 2 historic house museums (Lilly House and Miller House), ArtBabble and a bunch of other cool online initiatives,152 acres of gardens and grounds…The list is long, and well, that’s the blessing and the curse of marketing the IMA. It’s the breadth of offerings that makes it hard to distill the IMA experience into a sound bite or tag line for radio, tv, billboards and various other media channels.

I don’t think this is an IMA problem. In general, museums struggle to define the value of what they do to the average community member. Why would someone who has never been to an art museum before and who has no experience with art suddenly choose to visit? What can the museum provide to them? The benefits of a museum experience are complicated and personal. They depend on a myriad of factors, including expectations of visitor, fulfillment of expectations in previous museum trips, personal history, context, mood, etc. What one person may love about the museum, another may hate. What one visitor thinks or feels in front of a work of art, another may never know.

Often I wish I could put my personal reasons for loving museums on a billboard. I’d love to be able to tell folks about the time I walked into a gallery in the British Museum, saw the Parthenon Sculptures, and was moved to sobbing tears. I would like to tell them about a piece in the Denver Art Museum by an artist named Sean Landers that taught me about becoming an adult. I’d love to tell visitors that I don’t understand a lot of contemporary art, and that it’s ok that I’m confused by it. I’d also like to share that sometimes I go into the IMA’s American Galleries, sit in front of a portrait and make up a story about the life of the person in the painting. All of these things create my personal value of the museum experience.

While I know I’m not alone in some of my feelings, I’m certain that the “Meg-tested, Meg-approved” campaign I often dream about  is  NOT going to work. (Though my mom may think otherwise.) So, as I continue to work on the 2010 marketing campaign, I’d like to throw a bit of the thinking out to the group. Why do you visit museums? What is the value of the IMA? I have my answers, but I’d love to hear yours…

By the way, I just wanted to thank Nina Simon and her recent blog on Museum2.0. I found it helpful as part of this process. You may as well.

While many people stay at home and listen to the radio, hundreds of thousands more pour into the track every year as spectators. As the largest and highest-capacity sporting facility in history, the Indianapolis Motor Speedway can hold more than 400,000 fans. That means in one day the track gets as many visitors as the IMA does in an entire year. That’s amazing!

So, what is it that race cars have that art doesn’t? Is it the rich history of the race? Maybe, but the IMA has actually been around 26 years longer. In fact, both the track and the IMA’s Lilly House are listed as National Historic Landmarks. Is it the IMS’s marketing team? I know they are good. but I don’t think that we can chalk this up entirely to advertising. Maybe it’s the food at the track? A giant turkey leg does sound tempting, but so too does a big Wolfgang Puck’s pizza. I think it has to be the goose-bump factor? As mentioned above, there’s something about the race that causes my blood to start pumping faster and the hairs on my neck to stick up. The thrill of the event may be enough to attract 400,000 folks. But, I will say I still don’t think race cars have a leg up on art in this case.

In my lifetime I have had several works of art that like the roar of the race cars at the speedway have made my pulse race. Some have even changed my life. (I’ve definitely never had a race car do that.)

In the spirit of the upcoming weekend, I offer a list of works of art that “start my engine”:

1. The Parthenon Marbles at the British Museum in London – Honestly, these sculptures changed my life.
2. Fountain by Marcel Duchamp – I didn’t understand what art really was until I saw this piece at the IU Art Museum. It’s a multiple so there are plenty more sprinkled around the world.
3. Pater Noster by Sean Landers at the Denver Art Museum – I could spend days just staring at this piece.
4. Acton by James Turrell at the IMA – Take some time with it and it may just blow your mind.

Race fans, Art fans and Blog Readers – What works of art get your adrenaline pumping? What gives you the goose-bumps at the IMA? Share your own lists below. I’d love to hear what you guys think.

In the meantime…I’m off to the races!