iii Discovery Report - San Luis Obispo Museum of Art

iii DESiGN Discovery report for the San Luis Obispo Art Center November 3, 2009 Tuesday, November 3, 2009

Contents - Phase One Discovery Report The report • The big findings

The findings in this report drove our recommendation.

It includes:

• The findings broken down in

• What we learned

• Our discovery approach

pictures and words

• Vision

• Our recommendation • The Why? behind our

• Interview and survey results

recommendation

• Event, class, and workshop

• The benefits of the

• Benchmarking results from

• How we create a different kind of

learnings

regional and national art museums in-person and on-line, plus trips to the local top spots for viewing art

• Next steps

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recommendation place for the arts • How our recommendation

benefits the community while delivering on the Art Center strategic plan

• What needs to be done to

make the recommendation possible • Pros & Cons of a

different approach • Next steps

Discovery aimed to gain insight Our work...

• Understand the strategic plan

for the Art Center and what you want the Art Center to become • Listen to art lovers, artists,

gallery/studio owners, critics, Cuesta and Cal Poly students, families, and community members who are vital to building the Art Center today and in the future • Attend events, classes, and

workshops so we can experience the Art Center firsthand • Benchmark other leading

regional and national art museums as well as the most popular local places to view and connect with art in-person and on-line

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..with the goal of determining the best possible approach for broadening and deepening the capacity of the San Luis Obispo Art Center.

How we have determined the best possible approach Discovering what the Art Center is all about, what our community wants it to be, and how we can make the Art Center truly unique.

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Three hour workshop on who the Art Center wants to be

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Evaluated three more museums on-line for web presence excellence

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Detailed review of existing visitor and member surveys

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In-depth business strategy debrief

Visited the four top spots for viewing local art in our community

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Seven - 1 1/2 hour interviews with artists, gallery/studio owners, and artist group presidents

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Thirteen - 1 hour+ interviews with members, nonmembers, and art appreciators of all ages, plus many informal talks with our families, friends, and colleagues

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Attended 13 events, classes, and workshops

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Seven visits to regional and national museums

The psychology of perception and what people want from brands is fundamental to creating strong brands. It should be the basis for designing brands.”

- B. Calder

We saw, listened, and learned a lot Jeffery Claassen Peggy Ferris Sasha Irving Anne Laddon Paul La Riviere David Settino Scott Peter Steynberg Mary Turnbull Rising Tide The Airing of Grievances and So So Gloos Plein Air Festival Welcome Party at Trilogy Osher Film Series for seniors Plein Air Collectors’ Party Plein Air Quick Draw Plein Air Auction Mano a Mano Brooklyn Museum of Art Fresno Art Museum MOMA New York Monterey Museum of Art Museum of Latin American Art Norton Simon Santa Barbara Museum of Art San Jose Museum of Art SF MOMA Julia Alexis Ali Altucker Andrea Bowers Graham Culbertson Traci Fernandes Dante Iniquez Cory Karpin Dawnna McDougall Kori Savoie Ashley Schwellenbach Drew Tindall Jenna Tremondt Deborah Veldkamp Art Adventure for 5- to 6-year-olds Options for disabled adults Everything Old is New Again: A Look at the Figure in the 21st Century What is Abstraction? for 9- to 12-year-olds Ancient Images with 4- to 7-year-olds at Monarch Grove Elementary Cal Poly University Art Gallery Cuesta Art Gallery The Steynberg Gallery Studios on the Park and of course the Art Center team and Board of Directors Tuesday, November 3, 2009

The big findings Art lovers, artists, students, families, professionals, and critics alike all want an art museum in our region.

Desire for a museum •

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Right now, art lovers think they have to go to “big cities” like San Francisco, LA, and even NYC to see high-quality, thought-provoking, educational art exhibits and collections.

They believe the Art Center is the only organization with the reach to bring in non-local exhibits, funding, plans approved for a building that is the right size for a museum, and the influence in the community to make this happen.

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There are tons of places to view and buy local art, for example at cafes or wineries.

Want something different People in the community want: •

More regional art exhibits from LA and SF and even national art.

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A gallery wing with dedicated space for Cuesta and Cal Poly students and professors to exhibit and curate and hold events that bring the students together with the local community.

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Local artists, especially those that are doing something really different or emerging.

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Interactive, rotating art installations - some for adults and some for kids to contribute to with their families.

Today the average visit to the Art Center is 20 to 25 minutes.

Wish for more than a walkthrough •

Visitors want to stay longer, but the exhibits are small, not interactive, with few educational components or kids’ activities. As a result, they are coming alone or doing a quick walkthrough combined with another downtown activity.

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Adding curator and artists talks, panels, art history lectures, pin-ups, juried shows, art themes, integrated kids and family activities, audio tours, more information about art and artists on walls for shows would get them to stay longer.

The big findings People don’t intuitively get what the Art Center is •

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The term “Art Center” itself is not well understood. People have a hard time deciding what the Art Center is.

They wonder if the Art Center is a gallery, an educational institution, an artist cooperative, a place to buy art, a place to view art, for artists only, a place to purchase art supplies....

In part, the name itself is holding people back from visiting and engaging with the Art Center.

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View Art Center as dated

Art Center is special

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People are happy to hear there will be a new building.

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Location is ideal. Gorgeous, peaceful setting downtown.

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The outside is dated, dingy, and signs make it look like a place for folk art. People don’t get the feeling that it’s a place for “real” art.

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Role in bringing passionate people of all ages together with common interests whether it be for visual art, films, music, or art education.

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Many people couldn’t figure out which door was the entrance to the building and if they needed to pay or not to come in. It threw off their visit.

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Strong education mission supported by high-quality classes and workshops taught by the best.

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The vibe is so special and unusual for a place for the arts. It’s not intimidating, snobby, sterile, quiet, detached. Instead it’s intimate, caring, warm, lively, nurturing, relaxed, and fosters creation for all.

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Confusion about the mix of art, jewelry, books, and craft available for sale. It made the impression that it was just another local art place.

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Website dated and again makes Art Center look like small place for folk art.

The big findings The community dynamic is unique •

Most people that live here have made the choice to live here.

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Many are coming from big cities like San Francisco, LA, and even Chicago because they love the lifestyle on the Central Coast.

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People are highly involved and filled with local pride.

They want to feel that they’ve been invited and included in the decision-making process when new things like museums, stores, schools, etc. are added to the community.

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There is a real push-pull between growth and keeping the “small town” feel, which means change takes time and “hand holding” to secure community buy-in and support.

They are well educated and traveled. They have a lot of prior exposure to art and other cultural museums and activities by virtue of having lived or traveled regionally, nationally, and even internationally.

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They love the “small town Americana” of the Central Coast. They don’t want to lose it yet they yearn for the cultural experiences they could access regularly in the “big city.”

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The majority of the community want a museum in a new building while retaining a deep focus on education and feel of the current Art Center.

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The community wants to be included in the process as we move towards the new building. They don’t want to be shut out. They want it to still be “their art center/museum.”

The big findings Visitor profiles fall in age brackets, but share a lot •

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Segments of 50 plus, 30 to 45 with young families, 25 to 45 professionals single, married, or in a relationship, but with no kids, and 25 and under college students.

- They are seeking knowledge and new experiences.

May be different in age points in their lives, but they share a lot of the same attributes:

- If they are not doing something art related, most chose to spend their time outdoors (hiking, at beach, gardening) or cooking/ sharing a meal with family and friends.

- They want to meet other like-minded people that share an interest in and love of art and culture.

- They are all very well educated, majority college educated or in college, and cultured.

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- They care deeply about the local community and are proud of it.

- They are generally happy, passionate, and thoughtful in nature – not dark, moody, or detached in personality.

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They differ somewhat in how they are involved: - The 50 to 65 are fairly wealthy and now in a position to do what they like, pursue art. They are “retired, but not dead.” They seek and want to support art through giving as well as taking art classes, workshops, and attending events.

- The 30 to 45s with younger families (kids under 15) are happy to find a place for art here.

Art is something the family can do together and these parents want their kids exposed to art.

They want to give to the arts, but are somewhat limited by their financial position.

- The 25 to 45 professionals with no kids want to stay current on exhibits and other programs.

Unlike those with families, they have more time for “adult” orientated social gatherings and events around art. They may or may not have a greater ability to give depending on their financial position.

- The 25 and unders are generally Cuesta and Cal Poly students pursuing art, design, architecture, English, or other cultural degrees. They want to learn as much as they can from one another. They want to share venues, attend events, come together for a cause, talk art, show, and curate art.

The big findings For the most part, people want and get information in the same way •

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Regardless of age, all want to know what’s happening at the Art Center, why they should come, and what they will gain by coming.

Most all would like:

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Most get arts-related information from: - New Times - Banners downtown or on the building where the event will happen

- A monthly email newsletter on the first of every month showing happenings for that month in an easy to read, well-designed email.

- Posters in store windows

- A printed newsletter once a quarter that’s beautifully designed, easy to read, and that has a little more in-depth information about the exhibits, including artist and curator voices, any historical context, or why the exhibit is significant.

They don’t want to hear about local art groups.

- A website if something or someone directs them to an exhibit or event of interest

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- Cards around town that have info about the artist’s exhibit or printed cards that are mailed

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The differences - The ~30 and over still look at The Tribune for arts articles and information, especially on Thursdays and Sundays.

- Moms and dads also get a lot of information word of mouth from other parents, kids’ schools, and from community calendars on the radio if they happen to be driving in the car at the right times.

- Students under 25 get a huge amount of information from their professors, department chairs, and other students/student groups in email, on boards at school, and in personal conversation.

They are the only visitor profile group that is highly active on Facebook, but even they are still figuring out how it can be more useful than becoming a Fan or seeing event information as it “rolls by on the screen.”

Vision in pictures and words Tuesday, November 3, 2009

Vision through strategy sharing About

We learned

A debrief with the Art Center team aimed to understand:

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You are either a casual touchpoint on a quick walkthrough or a nurturing place for art education.

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You want to teach all something about art, expose them to art, and raise the bar for what art can be.

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It is important to you to have high-quality exhibits and education and be the strongest in the visual arts from Santa Barbara to Monterey to Fresno.

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You want to bring in more locals and tourists while remaining a good community partner.

- the vision and what’s required to reach it - values of the Art Center - role of the Art Center - business model - current core audiences - desired new audiences

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Bringing the “big city” to our county and showing “big city” visitors what’s going on here is important to you.

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You want to show local art, but also start taking in West coast art. National and then international art would follow in terms of priority. You could see having the best California mid-century permanent collection with effort.

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You take in about $700K per year, with 75% (or $600K) from revenue and 25% (or $80 to 100K) from grants and other funds. You have roughly $150K in annual operating expenses.

- You have over 1000 members.

- The majority of donated money is coming from women over 60 (at least they are writing the checks).

- Interest on $400K endowment from mostly personal gifts funds curatorial needs.

- Annual fundraising event $60K, Plein Air $45 to 50K net, and annual give $20 to 25K.

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Vision through workshop About the workshop A three hour workshop was held with Art Center creative team to ascertain the vision through visual activities with accompanying worksheets.

We wanted to understand: •

who the Art Center wants to be

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what makes the people who interact with the Art Center tick: - 50 plus - 35 to 45 years old - 18 to 30 years old

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Who the Art Center wants to be

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What your work told us We learned •

The legs of all different shapes, sizes, ages, and colors told us that it’s important to you to be welcoming to all sorts of people.

You don’t want to fit a mold or stereotype. You are inclusive.

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The idea of time ceasing and slowing down when viewing or making art told us that as an Art Center you value being present, in the moment, and not distracted.

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The selection of highperformance convertible cars showed us that the Art Center is on the move, not stuck in a box, and totally immersed in the sensorial experience.

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The selection of mid-century or modern furniture with natural elements and lots of bright colors told us that it’s important for you to be progressive, yet warm and vibrant. The Art Center is not cool, sterile modern.

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The selection of Frank Gehry and Charles and Ray Eames as people that would personify the Art Center lets us know that timeless yet always new, fresh, and modern at the same time are very important to you.

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The Converse sneaker with kid-like drawings showed us again that the Art Center is timeless and classic yet pushing and keeping us in motion in a modern way.

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The woman in the red scarf is bold, sophisticated, and willing to take risks. She is comfortable in her own skin.

That tells us that you’d like the Art Center to be more sophisticated, confident, and unafraid going forward.

What makes the 18 to 30 tick

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What makes the 35 to 45 tick

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What makes the 50 plus tick

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What we learned about the target audiences from you 18 to 30 years old •

Discovered there are two different groups here: those over 25 who are becoming professional and starting to “couple” and students under 25 who are the best target for the Art Center.

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You don’t see moody and brooding types at all but instead fresh, happy, active young people.

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This age group is looking for social connection, opportunities for exposure and learning, and creative collaboration. They care about and are even willing to raise money for causes.

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35 to 45 years old •

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A lot in this age group locally have families and are juggling a lot of different competing needs. Single professionals have more time for art events, activities, and education.

The families you attract are interested in the arts and want their kids to be exposed to art, especially with funding for the arts being cut in schools. They are interested in art classes for their kids and a family art experience.

People in this age group are starting to be in a position of giving back.

50 plus •

This group is the core of the Art Center today.

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They are wealthy enough to do what they like and are participating in art creation and support in the “retired not dead” years.

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They finally have time to do things for themselves, not their kids, and are seeking art exposure, education, and social events.

Most are college educated, well traveled, happy, and thoughtful people who seek knowledge and social connection to their community. They are relieved to find art in SLO.

Interview results in pictures and words Tuesday, November 3, 2009

The artist view About the interviews An in-depth, in-person interview with questionnaire designed to capture: • •

artist background and view of art artist view on Art Center today and future potential

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alternatives to the Art Center

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how artists get and disseminate information

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The artists •

Jeffery Claassen, artist and owner of the Claassen Gallery in early 30s

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Peggy Ferris, artist over 55

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Paul La Riviere, artist and Central Coast Printmakers president in early to mid-60s

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Anne Laddon and Sasha Irving, artist and owners of Studios on the Park, over 55 and under 25, respectively

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David Settino Scott, artist over 70

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Peter Steynberg, artist and owner of the Steynberg Gallery in 50s

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Mary Turnbull, artist and OPAG president in late 70s

Artist view of art itself

“Art brings people together. It inspires. It is an escape from the mundane of 9 to 5.”

“Art saves lives.”

“Art is a critical part of a balanced society. It is culturally necessary.

People need to be exposed to art.”

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“Art educates and raises up the general quality of life.”

“Art provides the opportunity for cultural advancement.”

“Art is a part of our humanity.”

“Art in big cities is becoming a cult of celebrity and decadent grandiosity, more industrialized, and intimidating.”

“Art is changing, evolving, and morphing.”

“Art is how we share our point of view and communicate with each other.”

“Art embodies an emotional reaction to what is happening in our time. It’s a way of capturing what you might not see or realize. It’s a celebration of the good and bad about current society.”

Artist perception today “It is professionally run.”

“It has good and high goals of educating and presenting art to the community.”

“It is intimate, messy, comfortable, not snobby or stifling.”

“I can be at the Art Center and not feel like I need to know about art to be here.

The whole art world can be incredibly narcissistic and gets silly. I don’t find that here at the Art Center. I feel so expanded by it.”

“There is a personal interaction there.”

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“Today the Art Center is under-appreciated and generally unknown.”

“It is dated and crafty.”

“Starting to show more progressive art and that’s a good direction.”

“Building, layout, and materials available do not match the quality of the very knowledgeable staff and educational programs.”

“It is truly a community art center. It is not on a pedestal. It has a local connection to the community.”

“It is a little Art Center.”

“The Art Center and Gordon are working to showcase excellence and making our local art community more educated and sophisticated.”

“This is not a little art club anymore. We should go towards more shows from outside the area, world-class art while still giving local artists, students, and cause-related groups opportunity. We should also bring the Art Center out into the community, to the colleges, to the downtowns, and more so it’s not just a tunnel to the Art Center.”

Artist view on the future potential “Arne Nybak had a vision for the Art Center. The vision of becoming a museum is being held back because groups of people who still want to show their art. That needs to change even if it takes a toll.”

“The Art Center fails in that it’s too timid and conservative in ambition. It needs to take that next step and become a museum. I think it could become a museum and change the game.”

“The Art Center should get comfortable with reaching a new level and not be afraid to challenge the status quo.”

“I want to hear that the Art Center is finally going to become a museum.”

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“The Art Center needs to become a museum to differentiate itself. Otherwise it is lost. It is not distinguished from other county locations today.”

“I want the Art Center to continue to show more professional art work and exhibits. I would like to go each month and see shows of really high caliber.”

“I believe the Art Center is doing the right thing by bringing in higher quality art even if it is tough and somewhat alienating to local artists.”

“Some people here want art that matches the sofa. We push people to think differently as much as we can in a relaxing, casual atmosphere.”

“The Art Center is a very living thing. It doesn’t function like a museum. I don’t see it as having a permanent quality.

Feel like we are creating our own niche.”

“A museum is the next logical stepping stone. You will always have those for, against, and moderates in between. A museum is important for the community and the county. You are building a museum for the future and should be straightforward and matter of fact in calling it a museum. I believe you have to say very soon that the new building is going to be a museum.”

“I’d like the Art Center to become more of a place where budding artists could go and feel like they could look at work of more established artists and learn and grow from them through exposure and education.”

Alternatives for artists Out of area

In the area

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De Young

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Steynberg Gallery

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MOMA New York

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Cuesta Art Gallery

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Musee d’Orsay

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Cal Poly – UAG

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Hammer Museum LA

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Studios on the Park

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Norton Simon

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Wineries

Generally all cited for wide variety of important art in a building that has a presence, a feeling, a history, and a real immersion in art.

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How artists get and share information Online •

Emails, email lists and newsletters

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FB is great for raising awareness of what you’re doing yet still trying to figure out how to make it more useful and meaningful

Traditional •

New Times is agreed to be the best local paper and has a great art section

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The Tribune (Best Bets, Ticket, and write ups)

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Local calendars

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Blogging

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Local posters

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Flickr for sharing photos of art events and things happening at gallery/museums

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Cards for art shows/exhibits in mail or pick up at locations

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Press releases and write ups coordinated with shows, exhibits, and art education

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Printed newsletters, especially appreciated when beautifully designed with just the right amount of information

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Websites if looking for specific information

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MySpace is not really valuable anymore. It’s been replaced by FB.

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The new target and core audience view About the interviews An in-depth interview with those 35 to 45 and 20 to 30 years old as well as 50 plus. A mix of people where chosen for these interviews, ranging from high to no prior involvement with the Art Center.

Questionnaire to capture: •

involvement with art

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view on Art Center today and future potential

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alternatives to the Art Center

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how they get and share information

The 20s to 35 - Andrea Bowers, Programmer - Graham Culbertson, Cal Poly graduate student pursuing a Masters in English Literature - Dante Iniquez, transferred from Cuesta College to Cal Poly and majoring in Art and Design - Cory Karpin, Executive Director of the Foundation for the Performing Art Center and dad of two girls under 5 - Kori Savoie, recent graduate of the Cal Poly Art and Design program and prior to Cal Poly majored in Art at Cuesta College

The 35 to 45s - Ali Altucker, President of the San Luis Obispo Children’s Museum and mom of four kids ranging from 6 to 12 years old - Traci Fernandes, Orthodontist and mom of one boy under 3

The 50 Plus - Julia Alexis, artist and patron - Dawnna McDougall, patron and former Art Center Board member - Deborah Veldkamp, artist and patron

- Ashley Schwellenbach, Arts Editor of the New Times - Drew Tindall, Cal Poly junior majoring in Architecture - Jenna Tremondt, full-time mom of two kids under 4, formerly a financial analyst at Williams-Sonoma in San Francisco

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Plus many informal talks with our families, friends, colleagues, and peers about the Art Center

New target and core audience involvement with art “Looking at art, even locally, takes me out of my day to day, out of the logistics of work and family. Art reminds me to remain true to who I am and brings that perspective back into my daily life.”

-Local over 30 “Art gives me a snapshot of our society for a time period.”

-Local under 25 “Art is educational. It can also be entertainment for some.”

-Local over 35 “Art is entertainment and aesthetics for some. For others it is a way of life.”

-Local over 30

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“Art is a way for anyone to express themselves, their thoughts, ideas, and values. It’s a way to connect with others.”

-Local under 25 “Artists have felt very welcome in this community.

We hosts artists for festivals and it’s a bonding experience.”

-Local over 65 “San Luis Obispo can feel safe and plain. In a place like SLO the role of the Art Center is extra important. It can counteract these feelings and use art to create a community rallied around the arts .”

- Local over 30 “Art is something people bond over.”

-Local over 30

“The local art community is long standing. It combines art, wine, food, and the university and college.”

-Local over 65 “Art shapes how we communicate, interpret our world, and live every day, for example through music and literature.”

-Local 25 and under “Art is a line into self.”

-Local under 25 “Art is a documentation of our culture and art history drives that home. It is how we learn about what’s important to society and how we learn about other societies. We can see what society values through art.”

-Local under 25

New target and core audience perception today “Art Center sounds like a place where you go to buy art supplies. A lot of people don’t even know where or what it is.” -Local under 25 “It used to be a central place for local artists and groups and a place for artists to show. It changed several years ago.”

- Local over 65 “It is a small town art center, but most of that comes from the square footage.”

- Local over 35 “The folksy logo makes the Art Center look like a folk art place. A place for crafts. A places that’s not serious about the Arts. The building and website reinforce this perception.” -Local under 25

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“I have never really heard the purpose of the Art Center articulated. I haven’t seen it promoted or talked about.”

- Local over 30 “The Art Center reaches out to the older and younger crowd. The people here really care about us. We never feel like we’re stepping on anyone’s toes.”

-Local under 25 “A museum has more credibility than an Art Center.

A museum makes it easier to get shows and easier to get people interested in art.”

- Local over 35

“I expected more traditional art. It was more modern than expected and nicely presented. I would have liked to see even more.”

- Local over 30 “It has changed character over time, but I am still very much supportive.”

- Local over 65 “It didn’t really hold my interest for more than 20 minutes. It seemed like a confused retail space with local art and jewelry.”

- Local over 35 “It has a lot of mixed arts. It is a little shabby. The Gray Wing has gotten nicer and is going in the right direction.”

- Local under 25

New target and core audience view on future potential “I really can’t find quality work by more famous artists here. I have to go to San Francisco, LA, or New York City to see a different level of art. I’m looking to expose my kids for family enrichment and self-enrichment for me. ” - Local mom over 35 “More cutting-edge art and wackier art installations in an educational, social, or historical context that incorporated the kids with some hands-on would draw my attention and would get me to come in.”

- Local mom under 35 “You don’t need to be quiet.

You don’t need to get dressed in a certain way to go to the Art Center like in LA, San Francisco, or New York City.”

-Local 25 and over Tuesday, November 3, 2009

“I would respect the Art Center a lot more if it were a museum. If it were a museum I’d think of it as being cool. I don’t think of it as cool now.”

-Local under 25 “The Art Center has the capacity to attract a different level of artists and show me more out of the box.”

-Local over 30 “Lately more outside work is coming in and expanding idea of what people outside our local community do. It creates a greater dialogue and takes us from being insulated to informed. Keep going in this direction.”

-Local 25 and over

“It absolutely should be a museum and a new name for sure. Art Center is very nebulous to understand.

Museum puts it on the map.

Some people will get their nose out of joint, but they will get there. It’s all part of growing up from the Art Center to a museum.

I think in 15 years it will be a very viable venue with an eclectic mix of locals, including independent artists, Cal Poly and Cuesta, and upcoming LA and San Francisco artists. I could see a huge mix of up and coming artists being a huge draw and even stretch the reach to NY and maybe even internationally.”

-Artist over 60

New target and core audience view on future potential “I want the Art Center to become kid-friendly and family-orientated. I want a mecca for all art and non-art enthusiasts.”

- Local mom under 35

“It will be a lot more engaging place that would mean a lot to this community. It will show that this community cares about art.”

- Local under 25

“Get to a point of telling me why I should come, how often, how many exhibits are ongoing, and what I will gain from coming.”

-Local over 30

Tuesday, November 3, 2009

“I want the Art Center to connect with Cal Poly and Cuesta more. I want to see professors, teachers, students, and the community come together, actively talk and network, and learn from one another.”

-Local under 25 “We should embrace the museum aspects, including galleries, exhibits, and high-quality art but be careful because museums often don’t connect with the community as much and aren’t approachable, which is what makes the Art Center special.”

-Local over 65

“I would love to see a student area, for Cal Poly and Cuesta students to have a dedicated space. They could bring in rotating art and bring together locals and students.”

-Local mom over 35 “I want to see a mix of permanent and rotating fresh conceptual art with more education around it. I want to see Cal Poly and Cuesta students and professors showing their work in a light, painted, clean space and talking about it with the local community. I want a wall where kids can paint. I want more film, more music, more sculpture.”

- Local 25 and under

New target and core audience view on future potential “I’d like to see a real eclectic mix of art. I’d like to see art in a historical context, older art, more painting, and open up my life by seeing cutting-edge art. I’d like to see a mix of locals and artists from outside so I can keep up.”

-Local over 60

“It would be fantastic just two or three times a year to see a real upscale exhibit and integrate it into something that’s going on locally in the community. I don’t expect to see Van Gogh or Monet, but I’d love to see great artists bring their work here.”

-Local mom over 35

Tuesday, November 3, 2009

“The art education and classes have been an overwhelming success so maintain that. The film series is gaining traction and would love to see more films and film lecture series. Think art classes plus film series for focus. You could also add receptions, which brings people in for events like weddings and parties and exposes them to art.”

- Local patron over 65

“Showcase a bigger and wider variety of art.”

-Local mom over 30

“I want to see a permanent collection. I want more edgy, provocative art. Art that makes people react – even pisses them off. I want to see the artists that are pushing boundaries. I want to see what’s going on outside the region.” - Local under 25

“I think the right curator can bring outside and local artists together. I want to see outside artists in the new building and a strong home for local artists, Cal Poly and Cuesta professors and students, and classes. This way we can see outside work and not lose our community base.”

-Local over 65

Alternatives for the new and core target audience Out of area

In the area

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SF MOMA

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Steynberg Gallery

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De Young

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MOMA New York

Local cafes and coffee shops including Linnaeas, Nautical Bean, and Top Dog

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Guggenheim

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Cal Poly and Cuesta galleries

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Musee d’Orsay

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Wineries

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Getty

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MOCA LA

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Art Institute in Chicago

A love of the architectural building and space as well as the variety and quality of art was often mentioned when asked why the aforementioned come to mind quickly. Both the architecture of the building and the art makes an impression.

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How the new target and core audience get and share information Online

Traditional

Email, email lists and newsletters, especially like the once a month email news

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New Times

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Local calendars

FB for connection to other people, events, announcing what doing to others, and becoming Fan, but for mostly those without kids, With kids have FB accounts, but don’t have much time to be active users.

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Local posters and banners around towns

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Cards for art shows/exhibits

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Invites for openings or shows in the mail, for example cards are common and appreciated

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Flickr for sharing photos

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Websites if directed there because something caught their interest or if have a specific purpose for getting on the Website

Newsletters with caveat that they are well designed and easy to read

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Radio (local NPR station and 91.3, the university station mentioned most often)

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The Tribune (Best Bets, Ticket, and write ups), but mostly for 30 and over because too busy to go online and can look at quickly if get a few spare minutes in day

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Craigslist to get people to events

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MySpace has been replaced

by FB

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Twitter annoying

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Important other •

Students are highly influenced by professors, teachers and peers. They find out what’s going on from postings at colleges or emails they get from their department or other students.

Word of mouth among students is also key.

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Parents are getting information word of mouth from other parents they meet along the way in their daily lives, mostly at school, but sometimes at work or through another social activity that is centered around parents, for example Parent Participation or Moms’ groups.

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50 plus email and Internet savvy but as get closer to 70s print and mailing are very important

The survey said About the surveys

We learned

We looked into existing surveys and studies done by or on behalf of the Art Center to see if we could glean more information about visitors and members. These include:

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Visitor’s Survey to date

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Membership Survey

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Design One vision work

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Tuesday, November 3, 2009

Today average visit is 20 to 25 minutes.

• Visitors that are not

members are ~50% local and 50% tourist.

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Visitors view the Art Center as friendly, calm, peaceful, inspiring, interesting, growing, and not snobby.

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People come most alone or with a friend and less often with a spouse or kids.

Top reasons for becoming members are to support the arts, view exhibits, and show work.

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Most come for the first time or occasionally. Members are not visiting as often.

High quality and knowledge of teachers is why people take classes.

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The Art Center is for the community. It is a center piece of our county. It’s where children, artists, locals, and tourists come.

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The county has a long history of experimentation and has traditionally acted as an incubator for important aspects of our community.

People often combine a walk through the Art Center with another downtown activity like visiting the Mission, having lunch/dinner, or Farmer’s Market.

Visitors are more female than male by about 20 to 25%.

Most are 50 or older, second to 21 and 35 year olds. The Art Center is least visited by 35 to 50 year olds.

Events, classes, and workshops in pictures and words Tuesday, November 3, 2009

The events, classes, and workshops About

The events

An in-person observation of entire event, class, or workshop, with questionnaire to capture:

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Rising Tide film, with special director Q & A

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Classes and workshops •

The Airing of Grievances and So So Gloos bands

Ancient Images for 4- to 7year-olds at Monarch Grove Elementary in Los Osos

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Plein Air Festival Welcome Party at Trilogy

Art Adventure for 5- to 6year-olds

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Everything Old is New Again: A Look at the Figure in the 21st Century for adults

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the nature of the event, class or workshop

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the profile of the participants

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the overall mood and how it evolved as the event, class or workshop progressed

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Plein Air Collectors’ Party

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Plein Air Quick Draw

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Options for disabled adults

the relationship of instructor or event leader to the participants/students and art

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Plein Air Auction

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Mano a Mano presented by the Cal Poly Wheelchair foundation

Osher film series for seniors

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What is Abstraction? for 9- to 12-year-olds

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the relationship of the students to the instructor/event leader, art and each other

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what event, class or workshop adds to the Art Center

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what surprised or moved us while watching the event, class, or workshop unfold

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The events, classes, and workshops are special We learned •

That people of all ages come together at the Art Center to learn about what they are passionate about or just dabbling, whether it be visual art, film, music, or classes.

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The quality of the teachers and instructors is exceptional.

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There is not a feeling of judgement or that something is not good enough. There is only a feeling of try, we’re here for you, and let’s see together what you can do, especially if you get stuck in the creative process.

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That history, storytelling, sharing, and asking questions are all part of the event, class, or workshop, which deepens the experience with art.

Tuesday, November 3, 2009

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That creativity is constantly being sparked and creation is happening constantly. Kids’ art, adult art, art by the disabled, music, film, art by students. It’s being created in and showcased almost each and every day on the walls of a room like the community room or main hallways or in the case of music and film occurring right in the middle of the Gray Wing. It was remarkable and beautiful to us to be so close to art.

That we were inspired by others, found the Art Center inspiring, and left inspired ourselves - even if we were just observing a class.

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You are building community each and every day through art and bringing not only people into the Art Center but art to the streets of San Luis Obispo and the county.

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Plein Air is a phenomenal example of how art becomes part of and enriches people through a shared experience.

You stand and watch the artist paint something you look at every day - the Mission, a downtown street scene, or the creek.

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The artist’s work can go home with you via the live auction, which happens an hour or less after the artist puts the last brush stroke on the canvas.

Results from our benchmarking In-person museum visits On-line trips to museums Trips to local top of mind places for viewing art

Other museums and local spots in pictures and words Tuesday, November 3, 2009

In-person museum benchmarking About the visits

The museums

An in-person visit to a mix of regional and national museums, with questionnaire to capture:

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Fresno Art Museum

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MOMA New York

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building design and signage

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Monterey Museum of Art

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point of sale experience and collateral

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Museum of Latin American Art

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Norton Simon

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Santa Barbara Museum of Art

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San Jose Museum of Art

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viewing of exhibits, collections, and any special programming

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visit to gift shop, cafes, and library if applicable

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overall museum experience and how that morphed from what was expected to what was actually experienced

Tuesday, November 3, 2009

We learned The best museums remain true to their mission, purpose, and brand character and identity in not only the building, but in everything they do and surround you with at the museum.

Photos from the standout museum experiences follow. We have chosen these examples because the brand is beautifully integrated through everything that is the museum brand, the architecture and interior of the building, point of sale, gardens, signage, common areas, stores, cafes, collateral, and more.

We will remain true to the Art Center brand as we develop your identity.

Standout experience: the MOMA New York

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More MOMA New York

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Another standout experience: MOLAA

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More MOLAA

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And more MOLAA

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Best family experience: Monterey

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More Monterey

Tuesday, November 3, 2009

About the on-line museum benchmarking On-line museum visits

The museums

Selection of the most exceptional on-line experiences to capture:

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Brooklyn Museum of Art

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MOMA New York

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SF MOMA

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first impressions

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how special events are displayed

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purpose and mission

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educational programs

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how easy it is to plan a trip to the museum – hours, directions, parking, price of admissions, calendar of events, kid-friendly, dining, and more

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process for joining and donating

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the integration of multimedia, social media, and other online communities and usefulness of it

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the navigation to exhibits and collections as well as the information surround them

Tuesday, November 3, 2009

We learned on-line experience makes a difference Brooklyn Museum of Art

MOMA New York

SF MOMA

Gets acclaim for highly integrated social media, but sometimes goes to the extreme making it feel like a FB or MySpace experience instead of an online museum experience.

Sometimes clean, sometimes cluttered makes it a mixed bag.

Hands down the best overall online museum experience.

Bright, colorful, eye-catching design making the site initially fun to look at.

It was simple to find hours, cost, and directions as well as exhibits and other activities and programs past and present, complete with supporting multimedia from talks, panels, lectures, and more.

It’s simple to plan a visit and locate the current, upcoming, and past exhibits, but beyond this the site often feels like a Web 2.0 conference for 30 and under.

Social media is everywhere - even including online tagging and “you’re it” games that you play with your posse in the online collection. I created a screen name, Ms Mack, and the site told me my name was awesome.

Surprisingly for all the focus on social media, the connection between multimedia related to the exhibits and collections is thin unlike the SF MOMA and MOMA New York.

Tuesday, November 3, 2009

Planning a visit is easy, but once you start to into the exhibits and collections the multimedia information around them like curator and artists talks, panel discussions, and more gets cumbersome to navigate and starts to feel like overload.

Signing up for news and groups is easy, but sharing through social media is not well integrated. It appears MOMA Voices is the blog, but it is just getting started.

The sites design feels disjointed; almost like it was worked on by two different design groups. Unlike SF MOMA it didn’t deepen the engagement. The in-person visit was a far better one.

Integrated, relevant social media.

Sharing anything you find on the site via many methods from emailing to FB and LinkedIn as well as signing up for email news was incredibly easy. The blog is active.

The site design is clean, well organized, and presents you with just the right amount of information. This deepened the online experience and raised the level of engagement with art and SF MOMA.

Best experience: SF MOMA

Tuesday, November 3, 2009

Best experience: SF MOMA

Tuesday, November 3, 2009

Best experience: SF MOMA

Tuesday, November 3, 2009

Best experience: SF MOMA

Tuesday, November 3, 2009

Best experience: SF MOMA

Tuesday, November 3, 2009

Sometimes clean, sometimes cluttered: MOMA New York

Tuesday, November 3, 2009

Clean: MOMA New York

Tuesday, November 3, 2009

Cluttered: MOMA New York

Tuesday, November 3, 2009

Sometimes clean, sometimes cluttered: MOMA New York

Tuesday, November 3, 2009

Web 2.0 experience: Brooklyn Museum of Art

Tuesday, November 3, 2009

Web 2.0 experience: Brooklyn Museum of Art

Tuesday, November 3, 2009

Web 2.0 experience: Brooklyn Museum of Art

Tuesday, November 3, 2009

Web 2.0 experience: Brooklyn Museum of Art

Tuesday, November 3, 2009

About the top of mind local benchmarking Local visits

The places

Both an in-person and on-line visit to the most frequently mentioned local places to view and connect with art by the artists and new kinds of people we want to reach.

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Cal Poly University Art

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Cuesta College Art Gallery

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The Steynberg Gallery

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Studios on the Park

We learned •

There is so much awareness of the Art Center exhibits and other events that could be raised at these locations by placing and posting information, especially since they are visited very frequently by students and locals.

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They are for local art and art-related activities.

Questionnaire to capture: •

building design and signage

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point of sale experience and collateral

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viewing of exhibits and any special programming

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on-line visit to see the kind of information that’s online

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the overall experience and how the Art Center is both similar and different

Tuesday, November 3, 2009

- Steynberg Gallery has lectures, movies, music, cooking, and cafe with coffee, tea, lunch, breakfast, wine and beer. Cafe draws lots of local students and professionals who work/study there during the day.

- Studios on the Park focuses on seeing the artistic process, classes, and is starting to exhibit local artists under themes.

- Cal Poly and Cuesta have a gallery only with events around exhibits.

Cal Poly UAG

Tuesday, November 3, 2009

Cuesta Art Gallery

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Steynberg Gallery

Tuesday, November 3, 2009

Overall next steps •

Recommendation to Art Center Board for final approval by Nov 10, 2009

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Begin brand strategy work

“Brands should encourage people to take more risks, to explore new behaviors, and try new things.

Brands that last are able to surprise, the customers of tomorrow in particular. Brands should surprise and promote change.”

- Jean-Noel Kapferer

Tuesday, November 3, 2009

iii DESiGN thanks all involved for making this discovery report possible

Tuesday, November 3, 2009