3 – SFMOMA’s First Year: Museum as Laboratory

Tuesday 07 November
@ Natural History Museum of Los Angeles County - 2nd District Field Office
02:30 PM

Even with extensive research, planning and focus groups, a museum opening a new building or a major expansion can discover it’s not solely a museum during its first year – it’s more a living laboratory to test assumptions and hypotheses.  

Join Jen Northrop, director of marketing, communications and visitor experience, as she takes you through the first year of the San Francisco Museum of Modern Art in its newly expanded building, now the largest modern and contemporary art museum in the United States and triple the size of the original SFMOMA. 

Jen will explain why the opening advertising campaign did not feature art; how SFMOMA is investing in a new initiative focused on Travelers; and feature the viral summer phenomenon “Send Me SFMOMA,” the highly innovative art texting SMS that blew up the Internet.