The Cultural
By: Gabriela Jimenez Rodriguez
Published: 05/01/2015
Uploaded: 05/12/2015
Uploaded by: Arts Administration Program
Pockets: Arts Administration, Arts Administration Program Theses, Other, Visual Arts, Museums, Crafts, ARAD Theses: Fall 2013 to Spring 2015
Tags: Communications, Consultants, marketing, Museum Expansion, museums

Description/Abstract: Driven by economic exuberance and population growth, the cultural “building boom” that took place in the Unites States during the 1990s inspired construction projects across the country. Evidence of the cultural building ripple effect, usually accompanied by substantial rebranding campaigns, can be found in several recent renovation and expansion projects undertaken by many mid-sized museums. With the goal to amplify their mission and propelled by an increasing demand for their services, these organizations adopt marketing strategies to promote their transformations, which often require the support of external communications experts. To market themselves, these organizations establish long-term, and even dependent relationships with their consultants. Interviews with four organizations in New York City give an inside look into the promotional strategies that they launch, their interactions with consulting agencies, the approaches they take to evaluate their projects, and finally, how their expansion and renovation projects were dreamt about, and, ultimately, brought into being.