Audience at The Toby

We have a lot to offer at the IMA: permanent galleries, Lilly House, 152 acres of gardens and grounds, exhibitions, public programs, web projects, and community outreach. After a while, it’s easy to take for granted all of the ways that the museum serves its mission. Every week I write ads, print pieces, Facebook updates, and blogs that focus on the opportunities for visitors at the IMA, but I often don’t take advantage of them myself.

Just 30 seconds from where I sit, I have an amazingly impressive collection of the world’s art, and I rarely take the time to see it. I’m not sure if it’s my hectic schedule or laziness, but it’s shameful to me how little time I spend in the galleries or at the IMA’s public programs. As a marketer, I spend my day encouraging others to experience the IMA, but I wouldn’t be doing my job well unless I do it myself. Therefore, I have recently decided to attend two public programs each month and spend at least 30 minutes in the galleries each week. It’s still not enough, but it’s a start.

As part of my personal mission to experience the museum, a week ago Sunday, I attended an event at The Toby. On November 1, the IMA hosted the string quartet Osso, the singer-songwriter DM Stith as well as Sufjan Stevens and his film, The BQE. The eclectic event entertained a sold-out crowd of 600. As I sat in the balcony of the theater next to a 16-year-old hipster in buffalo check plaid, skinny jeans and black framed glasses, my heart swelled. He and his fellow high school friends were completely engaged in the experience. They were giddy with delight. (In a cool, hipster sort of way, of course.)

DM Stith on stage at The Toby

I loved the event, because Osso was the most bad@ss string quartet that I’ve ever seen perform. I loved the event, because DM Stith has a hauntingly gorgeous voice. I loved the event because The BQE was a devastatingly beautiful film. But, most of all, I loved the event because everyone else loved the event.

As a marketer, I often focus on the cause. “What will make a person attend the Museum?” But not often enough do I focus on the effect. “What happens when a person attends the Museum?” Attending public programs, walking through the galleries, and experiencing the IMA as a visitor are all critical to doing my job well. By taking time to enjoy the mission of what I do, I am better able to serve it.

So, with all that said, I have a challenge to my colleagues in the field – not just marketers, but registrars, curators, designers, IT specialists, and accountants. EXPERIENCE YOUR MUSEUM. Don’t take for granted that you work at an amazing place. Be amazed by the place at which you work.

It’s hard, I know. We have all have priorities that pull us away, but I implore you to take the time. For just a little while each week, stop working and start experiencing. I guarantee you, it’s worth it – and I’m not just saying that because I work in marketing.

A full house (Photo by IMA Photography Dept.)

Osso (Photo by IMA Photography Dept.)

DM Stith and Osso (Photo by IMA Photography Dept.)

But I hope we have that same problem Saturday night November 7 at The Toby for Caddy! Caddy! Caddy! What’s that, you say? Caddy is an elusive character in the novels of William Faulkner. We describe the performance as southern-gothic-meets-Japanese-avant-garde. Ill-fitting wigs, chalky white faces, and 4-point barbed wire are the visuals. Slow, grotesque movements are the path to the unconscious. Oguri (below) is the single name of the Los Angeles-based dancer who created Caddy!

Oguri (Photo by Steven A. Gunther)

Oguri is a master of butoh, a radical yet subtle style of Japanese dance. The first person to perform butoh was Tatsumi Hijikata, in 1950s Japan. Here’s how Oguri himself tells it: “In Japan, there was folkdance, ballet, and modern dance. Performers presented seven-minute pieces for a classy, sophisticated audience. Hijikata comes along half naked and shines the light in the audience’s eyes. He killed a chicken on stage, and the little girls fainted and he was kicked out. After he was expelled, people sought him out because he seemed so cool, and at the time, many people had the same antiestablishment sense.”

Hear ye, hear ye. If you are antiestablishment in Indy, I am summoning you to The Toby this Saturday for Caddy!, which invites you to consider your nightmares. To look into “the mirror which thaws fear.” To observe disconnection. To confront pain.

The Nutcracker it is not. And, anybody with a ticket stub from a recent Toby event gets in half-price; students of any age are free with ID. I dare you to be there…

Visit the IMA Blog tomorrow for a full interview with choreographer and dancer Oguri.