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The Blanton Museum of Art: The First Year
A year after opening, new Blanton museum continues to draw the crowds
By Jeanne Claire van Ryzin
Austin American-Statesman
Monday, April 30, 2007
The stickers tell the story of the Blanton Museum of Art's popularity.
A year ago, when the University of Texas opened the main 124,000-square-foot Mari and James A. Michener building -- the first of its $83.5 million two-structure art museum -- visitors began leaving their admission stickers on surrounding street lamps and signposts.
Now, like geological layers of earth built up through time, the layers of multi-colored stickers tell a story: The Blanton built it and the crowds have come.
Since opening a year ago this weekend, more than 172,000 people have crossed the transom of the Michener Building, a number well exceeding the 140,000 museum officials estimated.
In its first year, the Blanton has jumped to being the third-most visited arts and cultural institution in the city, the third-most visited university art museum in the country and the fourth-most visited art museum of any kind in Texas.
That has Blanton officials glowing.
"It just speaks to the pent-up demand there was in Austin for a certain kind of art museum experience. And it's been gratifying all around because we're getting good attendance figures from all the audiences we set out to attract: general public, university students and school groups," said Jessie Otto Hite, museum director. "Actually we're all still high from the opening a year ago."
Indeed, when the museum planned to open its new home with a 24-hour public happening, they estimated that perhaps 5,000 people might come. Instead, 13,000 came out with hour-long lines extending around the building into the wee hours of the morning. Attendance for all of the museum's opening week public and private receptions totaled 22,000.
The enthusiasm still seemed to percolate with visitors on Friday. Tasha Beretvas, with her 4-month-old daughter Gabriela napping in a stroller, wandered through a gallery filled with abstract expressionist paintings. It was the third visit for Beretas, a University of Texas faculty member, had made in the past year, she said, and even her daughter's second.
"This is just a wonderful resource," Beretvas said, adding that she had brought family visiting from Vancouver to the Blanton with her.
Sue Martin took a break in the museum's E-Lounge with its comfortable armchairs, art books, magazines and computer stations. A retired school counselor from North Pole, Alaska, who was visiting family in Central Texas, Martin was making her first visit to the Blanton. "I've been watching the news about the Blanton for a year now," she said, noting it was the first place she wanted to visit when she came to town. "This is a step into the culture of the future."
It's not only the attendance numbers that exceeded predictions. Before opening, the Blanton membership roll counted 1,233 and about $175,000 in membership revenue. Museum officials planned marketing strategies to recruit more members and hoped to bring the total up to 5,000. Now, 14 months later, membership has hit 9,755, an increase of 697 percent, with membership revenue totaling just over $1.1 milion. The museum's annual budget is $6.4 million. General memberships are $45 to $110 and include free admission, museum shop discounts and other benefits. University of Texas students, faculty and staff get in to the Blanton free.
"Membership means the future for us," says Ann Wilson, associate director of the Blanton. "These are the people who we can develop longer relationships with and cultivate as future donors. And both the membership and attendance statistics means we've been able to accomplish the very ambitious directive we got from (university officials), which was to be a welcoming public entry point to the university."
Among those who have felt welcome are the 25- to 45-year-old set, the demographic that marketing professionals have dubbed "yoco," or young cosmopolitan. In effort to attract young professionals, the Blanton launched the "B-Scene," a monthly evening event held the first Friday of the month that features live music, food, cocktails and art activities in the galleries. Attendance regularly tops 1,000 revelers; some 1,600 came to the "B-Scene" in March. The building has a capacity of 2,000.
"The B-Scene has been a wonderful surprise to us," said Hite, noting that the "yoco" crowd was one the Blanton was initially unsure of attracting.
As associate director of the Texas Cultural Trust, Jennifer Wijangco, 30, not only fits the young professional profile, but she's also in the business of getting her peers to join StrataTx, a Cultural Trust membership group designed to increase awareness of the arts. "(Young professionals) are very busy and need help prioritizing," she said. "They want to do lots of things, but don't always have the time to research and choose. An event like the B-Scene is perfect because it packages the cultural experience together. People see it as a low-risk, fun way of approaching and getting involved in the arts and then in the Blanton specifically."
Of course, the larger-than-expected -- and sometimes cocktail-toting -- crowds are not without their practical effect. Regular human traffic jams inside the building's entrance resulted in the rearrangement of visitor services' stations. Additional gallery attendants have also been hired to accommodate crowds, especially during special events. And a staff position was created just to coordinate the increasing number of group tour requests. The museum now has a staff of 64 full-time-equivalent employees up from 30 when the Blanton's was at its previous location in the Art Building.
Wilson said they are currently conducting a survey of members and have regularly collected feedback from general visitors to see what other services need tweaking.
Longtime Austin artworld observers say the Blanton's popularity has had a positive trickle down effect. "Galleries are definitely seeing an increase in out-of-town visitors and collectors," said Judy Taylor, owner of Gallery Shoal Creek and co-coordinator of the gallery consortium Art Austin.
While many galleries don't keep exact attendance figures, Taylor said, a year ago Art Austin's Web site, www.austinart.org, a directory local galleries, had a monthly average of a few hundred hits. Now the site sees more than 7,000 unique hits a month. "We are all hearing a great deal of chatter (from our visitors) about the Blanton," said. "The Blanton provides the anchor we have needed to attract national attention."
Museum officials note, however, that while this first year has been a success, it won't be until the Smith Building opens a year from now that the museum will be fully finished. Now under construction across a tree-filled plaza from the Michener Building, the 56,000-square-foot Smith Building will feature a café, museum shop, a 299-seat multi-media auditorium, classrooms and administrative offices.
"We're cramming an awful lot of activities into the gallery building currently," said Wilson. "If people love us much as they seem to right now, wait until we're actually finished."
TOP FIVE AUSTIN ARTS AND CULTURE MUSEUMS BY ANNUAL ATTENDANCE
1. Bullock State History Museum -- 452,505
2. LBJ Library and Museum -- 224,680
3. Blanton Museum of Art -- 172,225
4. Austin Museum of Art -- 77,035
5. Ransom Center -- 74,642
TOP FIVE TEXAS ART MUSEUMS BY ANNUAL ATTENDANCE
1. Museum of Fine Arts-Houston -- 1,616,833
2. Dallas Museum of Art -- 431,000
3. Modern Art Museum of Fort Worth -- 181,833
4. Blanton Museum of Art -- 172,225
5. Amon Carter Museum -- 130,013
TOP FIVE UNIVERSITY ART MUSEUMS BY ANNUAL ATTENDANCE
1. Brigham Young University Museum of Art -- 334,774
2. Wexner Center for the Arts, Ohio State Univ. -- 225,950
3. Blanton Museum of Art -- 172,225
4. UCLA Hammer Museum of Art -- 129,337
5. Harvard University Art Museums -- 123,465
Source: American Association of Museum Directors 2005 annual survey; staff research
Blanton Museum of Art
History: Founded as the University Art Museum in 1963, later named the Huntington Art Gallery. Housed in the Art Building with additional galleries in the Ransom Center.
Collections: The Blanton has 17,000 works of art, with strengths in modern and contemporary American art, including the Mari and James A. Michener Collection; modern and contemporary Latin American art, including the Barbara Duncan Collection of Latin American Art; 15th century to contemporary prints and drawings, featuring the Leo Steinberg Collection; European paintings, including the Suida-Manning Collection of Renaissance and Baroque art.
Jack S. Blanton: The museum was named for former University of Texas System Board of Regents Chairman Jack S. Blanton in 1997, when the Houston Endowment Inc. gave $12 million to kick off the new museum building campaign. Blanton and his late wife, Laura Lee, also gave $5 million.
New museum complex:
• 124,000 sq. foot gallery in the Mari and James A. Michener Gallery Building, named for the bestselling author and museum donor. Opened April 2006.
• 56,000 sq. foot Edgar A. Smith Building will house café, offices, auditorium, bookstore. Named for Houston UT alumnus. Scheduled to open in 2008.
• 145,000 sq. foot Larry and Mary Ann Faulkner Plaza, named for former UT president and wife.
Annual budget: $6.4 million
If you go. . .
Where: Martin Luther King Jr. Boulevard and Congress Avenue.
Hours: 10 a.m to 5 p.m. Tuesdays-Saturdays; until 8 p.m. Thursdays, 1 to 5 p.m. Sundays.
Admission: $3-$5 (Thursdays free)
Information: 471-7324, www.blantonmuseum.org
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