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If you go to the opera, symphony, and possibly less so ballet in the US, most of the patrons are over 50. Arts and cultural organizations have realized they have to reach out to younger generations, especially Millennials, but also Gen Z. So no surprise museums are hosting admission free evenings with a DJ or live music. Social groups with names like “Young Contemporaries” have special programming that allows for socializing as well as cultural content. Special concerts are designed to appeal to families. Museum restaurants do themed dinners, reaching out to “foodies”. The goal? To make this demographic feel comfortable and at home, build attendance and loyalty.
One of the more comprehensive programs I’ve come across that has a community relations component as well is the PNC-initiated Look!Reflect!Connect!: Art Explorations for Young Children at the Barnes Foundation in Philadelphia. The program is aimed at bringing the arts into the lives of underserved three to five year olds. It’s a combination of interactive classroom experience and gallery visits to the Barnes. Another important element is professional development for pre-K teachers and a family event.
Seven schools participated last year representing 400 participating students. “The Barnes is committed to building greater ties with the community and serving an even broader audience, “said Tiffany Allen, Grow Up Great Coordinator of the Barnes Foundation. The Cleveland Museum of Art has a similar program.
Look! Reflect! Connect! at the Barnes was initiated as part of PNC’s Grow up Great program. Grow Up Great is a nationwide initiative at various cultural institutions in cities that PNC is present. Let’s hope other corporations and cultural institutions follow suit.