1. MOVING A MUSEUM: THE WHITNEY
A NEW BUILDING, A NEW NEIGHBORHOOD
Liz Murphy

2.  Biennial member since January 2012
 Recognized valuable assets of museum
 Accommodating and friendly membership staff
 Welcoming atmosphere
 Innovative membership options
 Individualized benefits
 Appreciated membership department’s proactive approach
 Satisfied by recent question and answer session
 Concerned about other members’ resistance
BACKGROUND/PERSONAL INTEREST

3.  Opening a new Whitney in 2015.
 Goodbye, Madison Avenue – Hello, High Line
 How to avoid alienating members and even attract new ones?
 Highlight benefits of move
 Detail progress of the building
 Use press coverage to generate interest for new membership
 Adopt dual strategy for promotion:
 Showcase new building’s features
 Position as cultural landmark in trending neighborhood
 Recognize favorable financial terms/optimal timing for
expansion
MOVING A MUSEUM: THE WHITNEY

4.  Designed by Pritzger Award-winning architect Renzo Piano
 Features increased exhibition and programming space
 Enhanced facilities in expanded Education Center
OPENING A NEW WHITNEY IN 2015

5. MADISON AVENUE
 Leaves traditional Upper East
Side museum district
 Exits iconic Breuer building
HIGH LINE/MEATPACKING
DISTRICT
 Marks return to museum’s
downtown roots
 Entering rejuvenated area
 Designed by renowned
architect Renzo Piano
GOODBYE, MADISON AVENUE- HELLO HIGH LINE

6.  Discuss future exhibition plans
 What Special Exhibitions are on the calendar in expanded galleries?
 How will Permanent Collection be shown in the new space?
 Increased exhibition /programming space
 Indoor Galleries >50,000 sq.ft.
 Outdoor exhibition space = 13,000 sq.ft.
HOW TO AVOID ALIENATING MEMBERS?
HIGHLIGHT BENEFITS OF MOVE

7.  Introduce members to new neighborhood
 Expand Member discounts
 Familiarize them with High Line Art- public art projects on and around
the High Line
 Includes site-specific commissions, exhibitions, performances,
videos, billboards
HOW TO AVOID ALIENATING MEMBERS?
HIGHLIGHT BENEFITS OF MOVE

8.  Promote updates found on museum website
 Continue posting photos and video of building site
 Allow for member building site tours, when safety concerns
permit
 Offer periodic member talks regarding building progress
HOW TO AVOID ALIENATING MEMBERS?
PROVIDE UPDATES ON PROGRESS

9.  Make the most of the press coverage
 Highlight Neighborhood Discount Program - both Upper East
Side AND Meatpacking District
 Explore marketing partnerships
 Appeal to the neighborhood’s unique character
 Become a meeting place for evening lectures, films, performances
 Adopt later hours to fit the community’s rhythms
HOW TO ATTRACT NEW MEMBERS?

10.  Indoor Galleries >50,000 sq.ft.
 Largest column-free museum gallery in New York City @ 18,000 sq.ft.
 Lobby gallery (accessible free of charge),
 Two floors for the permanent collection
 Contemporary artists’ project space on the top floor.
 Outdoor rooftop exhibition space of 13,000 sq.ft.
 Education Center:
 Dedicated space for classrooms
 Multi-use with an outdoor gallery
 170-seat theater with views of the Hudson River
 Study Center, Conservation Lab, and Library Reading Room
SHOWCASE NEW BUILDING’S FEATURES:
EDUCATION CENTER

11.  Partner with similar art/education neighbors:
 The downtown gallery district
 The new Dia Art Foundation building coming in 2016
 N.Y.U., the School of Visual Arts, F.I.T., and the New School
 Focus on new museum’s mission - become “cultural
educational anchor” (Museum Director Adam D. Weinberg)
POSITION AS CULTURAL LANDMARK
FOR TRENDING NEIGHBORHOOD

12.  Increases its gallery space by 60% and triples its total space
 Purchased land/ building museum @ reduced costs
 Bought the site from NYC’s Economic Development Corporation for
$18 million, about ½ its appraised value
 Received $55 million allocation from NYC toward the building
 Preserves historic Breuer building
 Retains ownership (terms of recent Lauder donation)
 Partners with Metropolitan Museum to occupy Breuer temporarily (at
least eight years)
 Becomes home for the Met’s contemporary and modern art
 Takes advantage of optimal timing and location for much-
needed expansion
 Becomes clear win for the museum, its members, & NYC
RECOGNIZE FAVORABLE FINANCIAL TERMS &
OPTIMAL TIMING AND LOCATION

13.  Photos were accessed from the Whitney Museum website and
the Dia Foundation website
NOTES