LA Museum Marketing Panel
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Jennifer Caballero Ron Hartwig Leslie Denk Scott Tennent
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LA Museum Marketing Panel
- 1. LA Museums Panel Jennifer Caballero Ron Hartwig Leslie Denk Scott Tennent
- 2. Evolution of marketing collaboration •Museum Marketing Roundtable (2004) >> SoCal Museums (2019)
- 3. How and why did SoCal Museums form? • Started with four people • Started as informal discussions among marketing directors at large Los Angeles museums • Started with a desire to share knowledge and resources
- 4. What is SoCal Museums today? • A group of marketing and communications professionals currently employed at museums of varying sizes, locations, and disciplines in Southern California. • A quarterly meeting that fosters dialogue among the group in order to learn from each other, network, conceptualize, and execute ways to increase visitation to and awareness of museums in Southern California, and develop collaborative opportunities between museums.
- 5. Executive Team with Subcommittees • President, VP, Secretary, Treasurer, Membership Chair • Co-chairs lead the three subcommittees: Digital Communications, PR, Marketing and Community Outreach
- 6. How does it work? • Quarterly lunch meetings • An annual retreat • Quarterly subcommittee calls • Museums Free-for-All • Joint initiatives • Professional development • Connections
- 9. SCM Free Days Chart
- 10. Community Outreach • LA Times Festival of Books • Community Events • Concerts at our venues
- 11. Museum Passports/Activations • Cultural Summer Safari (2007) • Culture Crawl (2009) • Summer 2019: Creature Crawl
- 12. Social Media • #MuseumMatch • #AskACurator
- 14. Feedback Loop – help colleagues succeed • Brand awareness • Creative marketing ideas • Press potential • Sounding board
- 15. Growth of SoCal Museums • As joint programs became more successful, more museums wanted to join • Need for membership rules – must have full-time dedicated Mar/Comm staff member • As new ideas bubbled up, the need for $$ led to the need for membership dues • Now officially tax-exempt 501c6 status with dues-based membership
- 17. On the Record Lyn Kienholz Henry Hopkins
- 18. Goals 1. Rescue endangered archival record of LA art for future generations. 2. Increase awareness of the significance of post WWII SoCal art. 3. Create a new model for large-scale collaborations among cultural institutions.
- 20. Campaign Goals 1. Create broad recognition, excitement of the art through local, national and international outreach. 2. Engage institutions in collaborative marketing effort and increase attendance (especially by the Culturally Curious). 3. Drive visitors to multiple museums–particularly ones they’ve never visited. 4. Attract national and international visitors and enhance LA’s reputation as cultural destination.
- 21. Campaign Organization • Formed Marketing Committee • Hired Polskin Arts Consulting for overarching communications plan and media outreach • Hired Gloria Gerace as Managing Director to manage coordination among partners • Hired TBWA Chiat Day for ad campaign • Raised multi-million dollar budget with Bank of America as presenting sponsor
- 24. Key Results Attendance: 1.8 million Attendance Driver: 43% visited specifically for PST Audience: 47% of visitors were between the ages of 15 and 43 More than 24% were between the ages of 15 and 29 First-time visitors: Nearly 50% visited a specific museum for the first time Frequent flyers: 54% said they would visit other PST exhibitions Economic impact: $280.5M
- 31. Key Results • Attendance: 2.8 million (one million more than first PST) • Media stories: over 2,200 (with over 1200 media reached via media events) • Website visitors: 2.2 million • Economic Impact: $430 million • Audience: 40% of visitors were 34 or younger • Audience: 33% increase in Latino visitors compared to first PST (when factoring in the 1M more visitors, the increase in Latino visitors totaled 107%).
- 33. Leslie Denk, Director of External Affairs Norton Simon Museum
- 46. HAMMERPROJECTS Hammer Projects: Ryan Trecartin, 2008
- 47. SNAPSHOT2001 INTERNATIONALPAPER2003 THING 2005 EDEN’S EDGE 2007 NINELIVES 2009 ALL OF THISAND NOTHING 2011 HAMMERINVITATIONALS Jorge Macchi, Vanishing Point (2005).All of this and nothing, 2011
- 49. Diedrick Brackens, Made in L.A. 2018
- 50. Luchita Hurtado, Madein L.A. 2018
- 51. Lauren Halsey, Madein L.A. 2018
- 52. EJHill, Madein L.A. 2018
Notes de l'éditeur
- So once the show opened, we started pitching the show from many angles. Capitalized on the “art stars” like 97 y/o ray of light Luchita Hurtado, “it girl” Lauren Halsey who had another big museum show across town at MOCA, etc.
- So once the show opened, we started pitching the show from many angles. Diverse artist list with many queer, female, poc, young & old artists. Many outlets mentioned this but we never touted our own stats officially, presented it more as a matter of fact. LA is a diverse city so Made in LA artist are a diverse bunch.
- —Mohn Awards Funded through the generosity of Los Angeles philanthropists and art collectors Jarl and Pamela Mohn, there are 3 prizes awarded in conjunction with Made in L.A. The Mohn Award ($100,000) and the Career Achievement Award($25,000) will be selected by a professional jury, and the Public Recognition Award($25,000) will be determined through a public vote. All the artists in the exhibition are eligible to receive the awards.
- For the press preview we didn’t issue any new press releases. We invited about 60 local journalists on site for the first look at the exhibition. Our curators split the group into two and led smaller walk-throughs and this led to good interaction with journalists without having to schedule one-on-one interviews. Some nice quotes made it into the first round of opening weekend arts coverage like KCRW Art Talk or Hyperallergic. Even our local art critic Christopher Knight attended the press preview, and he rarely does group press activities!