"Recently at the Kentucky Intensive Museum Management Seminar organized by the Kentucky Association of Museums, leaders from various museums in and around the Central Kentucky region engaged in a discussion titled: Getting It Right: Mission, Vision, and Strategic Planning.
Phrases from the discussion, like "identify key constituents," "determine strategies to serve them and set measurable goals," and "assure the alignment of program planning and your strategic goals," made their way into my notebook as they related to one of the biggest events going on in our museum community - the University of Kentucky Art Museum exhibition A Romance with the Landscape: Realism to Impressionism. With this exhibition, the museum has undoubtedly gotten it right.
Nearly three years ago, the museum applied for and received funding from the Institute of Museum and Library Services. This grant outlines the steps that the museum had taken, under the direction of Kathy Walsh-Piper, toward establishing a five-year strategic plan and precisely how an exhibition of nineteenth century French landscapes fit into that plan.
In September 2002, the museum implemented the rigorous self-study known as MAP (Museum Assessment Program), which is sponsored by the American Association of Museums. This assessment, conducted by the museum staff along with key constituents from the community, enabled the museum to set measurable goals and align their programming accordingly.
Among those goals was to maintain a regular schedule of exhibitions with an eye on presenting a "blockbuster." In the museum world, the term "blockbuster" refers to a large exhibition that draws huge numbers of visitors, garners significant media attention, offers possibilities for imaginative programming, attracts new members and visitors, and generates revenue for the museum.
More importantly, A Romance with the Landscape: Realism to Impressionism was designed to unite the public and private sectors and establish enduring relationships for the benefit of this community. Local businesses, arts organizations, private lenders, the tourism industry, educational institutions, students, teachers, and scholars have all come together to bring this exhibition to Lexington. "The University of Kentucky Art Museum's concept to create an exhibit and catalogue of 19th French landscapes from local private and public collections not only advances scholarship (some of these paintings have never been on public view) it enriches the greater Kentucky community in unique ways," said Dr. Anne-Imelda M. Radice, Director of the Institute of Museum and Library Services. "The exhibit will engage and educate Kentucky's K-12 teachers and students, families, community leaders, and bring cultural tourism to the area. This is precisely what IMLS grants strive to accomplish."
Commitment from community
Long-term commitment from the business community is essential for museums to plan exhibitions of this caliber, and Smith Barney has stepped up to the plate. Vice President and Branch Manager, Patrick O'Donovan challenges himself to find creative ideas to get his company's name out in the public.
According to O'Donovan, "It is key to build business in the non-business context. The museum offers us an opportunity to be a good corporate citizen and, at the same time, get together with prospective clients.
"We have supported the University of Kentucky Art Museum in the past and will continue that support in the future, but this exhibitionWell, let's just say it is pretty spectacular to be standing in Lexington, Kentucky, and four inches away from a Monet at the same time. The community as a whole must know about this exhibition; there should be a line around the corner to see artwork of this quality," said Donovan.
According to Amy Nelson, Director of Grants and Community Assets, "A major expense for any exhibition is publicity. Lexington Convention and Visitors Bureau has supported us for this and many past events. Their mission is to support tourism in the city, and they realize the value of cultural tourism provided by museum exhibitions of this quality.
"In-kind gifts, such as beverages from Brown-Forman and hotel space for guest lecturers from Insight, could not have been achieved without our sponsors. Other creative partnerships include coupon giveaways at Chick-Fil-A featuring the art museum's 'cow' painting by Julian Duprè and 'the 50-foot woman,' which we orchestrated with the help of LexArts and Lynn Blueprinting."
Jim Clark, president of LexArts, worked with the city to persuade them to hang two 20-foot banners of key visuals from the exhibition in downtown Lexington. The only way to pull this off was to call it a public art project. Advertising is actually not something that the city can promote, but these banners bolster public inquiry and interest in the exhibition without a single printed word.
"I was delighted to work with the museum on this innovative way to promote this exhibit and generate interest in public art," Clark said. "By using these large-scale banners, we are able to move the exhibit into the public realm."
According to director Walsh-Piper, "This exhibition is a community effort, from the private art collectors who have loaned their works to the enthusiasm and support of our local sponsor, Smith Barney, and our promotional partners. Lexington has pulled together to make this show a blockbuster."
A Romance with the Landscape: Realism to Impressionism
University of Kentucky Art Museum
September 10- December 10, 2006
This exhibition of French landscapes spans the nineteenth century and features paintings by Claude Monet, Pierre-August Renoir, Camille Pissarro, and many others. The works for this exhibition are drawn from the collection of the University of Kentucky Art Museum, private lenders and public institutions including the Huntington Museum of Art, The Speed Museum of Art, Berea College, the Indiana University Art Museum and the Saginaw Art Museum.
Admission to the exhibition is:
General public $8
Groups by reservation $6
Free for UKAM members and UK faculty, staff, retired faculty and staff and alumni
Senior citizens $5
Free for all students.
For a complete schedule of lectures
and events and for parking
information, visit the Web site at www.uky.edu/ArtMuseum
or call 859-257-5716."