Final Reflection

My essential questions before starting the project were: 

What marketing strategies play large roles in art museum function?

Are the behind-the-scenes of museums something the public should know more about? 

How do you get artists to want to be featured at your museum? 

What makes moCa's exhibitions successful (or not)?

To start, there are SO many marketing strategies that play into how an art museum functions and attracts visitors. I learned that first of all, the moCa building itself is an attraction. Farshid Moussavi was the architect for this building. If the building itself wasn’t such a spectacle, moCa may not draw as much attention as it does. Second, the social media and marketing team works quite hard to draw an audience for every show, event, and gathering. I am impressed with the work that goes into editing and refining marketing materials. DJ let me help him edit some marketing materials for the upcoming show, and the attention to detail even before the material reaches his desk is impressive. I keep circling back to this idea that every single person in this organization plays an important role, but the way they all seamlessly work together is what makes everything run smoothly. 

For my second question, I think the answer is yes. moCa does a great job of inviting the public to see what is happening behind the scenes. Even the design of space invites audiences to look behind the glass and take a look at the background. They also have great ideas for social media posts that have to do with showcasing their extensive cleaning and de-install processes which creates a sort of wonder, and makes people want to ask questions. Their engagement guide team is also extremely willing to answer any questions, which helps the public feel engaged. 

For my third question, I think the answer boils down to the team, the space, and the reputation of your establishment. moCa has a great reputation in the community, as they host outreach events and focus on uplifting local artists. The team is always looking for talent, locally and not. My studio visit to Aawful Aaron’s showed me that the team at moCa is always willing to check out new talent and offer resources for them to grow as artists. I think that the team gets artists to want to be featured because of their kind and willing team and their commitment to involvement, but also just the quality of their shows. The amount of time and effort that goes into every last detail is very obvious.

For my final question, I think what makes the shows successful is the people behind the scenes and the commitment to collaboration. As I’ve mentioned before, the collaboration is something super impressive about moCa’s team. Everyone is helping each other out and everyone is willing to hear new ideas. The environment is extremely inviting and uplifting. Not only does everyone have important ideas, everyone hears each other out. I seriously think the behind the scenes makes everything run smoothly and makes the show successful. Everything I’ve mentioned above contributes to this success. Marketing, engagement, communication internally, fundraising, and more even down to the smallest details. 

My most important takeaway from this experience is that everyone has a role to play in an organization, and when the expectation is collaboration, everything will go smoothly. I also learned that an organization like moCa can make a city like Cleveland, and the art scene there, so much more vibrant and successful. The invitation to come see the art, see what goes on behind the scenes, and the dedication to lifting up artists whose voices deserve to be heard is what makes moCa unique.

My advice to rising juniors and seniors who might want to do a project is to create a bond with the people you’re working with. I was lucky enough to really get along with the adults I worked with, and I encourage you to take up every opportunity offered to you even if it is out of your comfort zone. On my last night of the project I went to dinner with the artist that we spent the day with, Jody Pinto, some board members, the director, and DJ. We had a great time and I learned so much. Even if something is outside of your comfort zone, take the opportunity to grow and learn something new beneath the surface. 

I also should mention that I got to go on a private tour of Scott Mueller's property, Rowdy Meadow. Scott is a top 200 art collector and the collection was absolutely incredible. I am extremely thankful for DJ, and this opportunity to create connections with an organization as impressive as moCa.