New Opportunities: Marketing Potentials of Art Museum's Rental Galleries
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Authors
Kang, Minsung Chloe
Issue Date
2007
Type
Capstone
Language
en
Keywords
Alternative Title
Abstract
This project focuses on how art rental and sales galleries affiliated with art museums can be better utilized and developed in order to advance the mission of their parent museums from a marketing perspective. The purpose of this project is to identify tangible and intangible benefits of art rental and sales galleries and to explore the ways in which they can better serve the mission as an integral part of museum operations. The main subject of my project is the Artists Gallery, which is an affiliated art rental and sales gallery at the San Francisco Museum of Modem Art (SFMOMA). By analyzing strengths, weaknesses, opportunities and threats in the current practices of SFMOMA Artists Gallery through visitor surveys and cross-comparative studies with three other established art rental and sales galleries in the United States, this master's project delivers a SFMOMA Artists Gallery visitor report as a final product which I believe will serve as an indispensable source for directing future marketing of SFMOMA and its Artists Gallery.