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Museum Metrics: Measuring the Tangible and Intangible to Gauge an Exhibition’s Success
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Museum Metrics: Measuring the Tangible & Intangible to Gauge an Exhibition’s Success
Tuesday, November 15, 2016


Metrics are the numbers gathered, in person or virtually, by development, marketing, visitors services or digital departments to quantify the impact of an institution, its programming, installations, and exhibitions. Metrics, are often requested for grants, and sometimes used to help determine programming and even funding within an organization. This webinar looks at how these numbers are gathered (for both large and small budgets) and how curators can understand and use them successfully. The discussion also considers how curators can measure and discuss the intangible, such as emotional impact or contributions to the field, essential aspects of an exhibition which are often not reflected in simple statistics. 

Presenters (listed alphabetically) 

Rehan Ansari, Partner, OnCue Analytics

OnCue Analytics is a boutique firm specializing in quantitative research for political campaigns and nonprofit organizations. OnCue has over 15 years of on the ground political campaign experience from the Presidential to the local level as well as 20 years in innovative domestic and international media. Clients include The Shelley and Donald Rubin Foundation, Caring Across Generations, National People's Action, and Creative Capital. 

Ansari is a journalist of 20 years experience, a civil liberties expert, a playwright and a founder of a theatre company, has worked in arts education specializing in inner-city community arts organizations that work with new immigrants and low-income groups, has worked on documentary and feature films with a social justice focus, a columnist for a tabloid, and Foreign Editor of a daily newspaper. He has worked in both non-profit as well as corporate media. As editor of the Independent Press Association-New York, an online news portal, he worked with the independent press of New York, including the ethnic press and the African-American press.

Edward R. Gargiulo III, Director, Membership and Database Marketing, Museum of Fine Arts, Boston

Edward is currently the Director of Membership and Database Marketing at the Museum of Fine Arts, Boston (MFA). The MFA is recognized for the quality and scope of its collection, representing all cultures and time periods. The Museum has more than 140 galleries displaying its encyclopedic collection, which includes Art of the Americas; Art of Europe; Contemporary Art; Art of Asia, Oceania, and Africa; Art of the Ancient World; Prints, Drawings, and Photographs; Textile and Fashion Arts; and Musical Instruments. Edward, an analytical marketing professional with 15 years experience in direct and database marketing, has a track record of transforming data into actionable customer intelligence. He currently manages the Museum’s 70,000 household membership program, which generate approximately $8.5 million per year. He is responsible for all member retention and acquisition strategies as well as member communications, events, benefits fulfillment, and processing operations. In 2009, Edward was also asked to develop and oversee the implementation of a museum-wide lifecycle marketing strategy and manage the Museum’s database marketing efforts. Prior to the MFA, Edward worked on annual fund programs in the non-profit health and higher education fields, and received his Bachelor of Arts in Sociology from Tufts University.

Grace Stewart, Collections and Exhibitions Manager, Metal Museum; Moderator 

Stewart is currently the Collections and Exhibitions Manager at the Metal Museum in Memphis, TN. The Metal Museum is the only institution of its kind in the United States devoted exclusively to the art and craft of fine metalwork. She is responsible for the Curatorial Department and schedules all temporary exhibitions, manages the permanent collection and coordinates many special projects for the Museum. Current initiatives within the department include: the relocation of the permanent collection into visible storage units, online accessibility, digitization of the slide collection which includes over 20,000 slides, a permanent collection campaign, and multiple exhibitions throughout the year. 

Grace currently serves on ArtsMemphis' ArtsAccelerator Council, is a member of the Professional Development Committee for the Association of Art Museum Curators and co-founded the Memphis chapter of Emerging Museum Professionals. Grace received the 2015 Award of Excellence for Emerging Museum Professional from the Tennessee Association of Museum. Grace previously served as the Registrar for the National Civil Rights Museum in Memphis, managing a rapidly expanding permanent collection during a $28 million renovation. During this time, she worked within the Education department to accession and catalog incoming acquisitions, create educational guides for the new permanent exhibitions, and assisted with general renovation tasks. Before moving to Memphis, Grace was the Exhibitions Associate at the August Wilson Center in Pittsburgh, PA. There she worked with the Visual Arts Director to plan upcoming exhibitions which included a traveling exhibition of work by Romare Bearden and a temporary exhibition of work by Affrilachia artists. Grace received her BFA in Fine Arts with a focus in Ceramic Sculpture from Alfred University and her MA in Arts Management from Carnegie Mellon University.

AAMC's Webinar Program

AAMC offers webinars on essential skills, timely issues, and latest discoveries that define the profession of Art Curator and enhance understanding and development in the field, through online webinars, a medium that simultaneously reaches the organization's entire membership, regardless of location. As of October 2015, all webinars are free with a current membership. An archive of past webinars is also available to current members.

All of AAMC’s programming and overall efforts shall strive to be representative of diversity: across fields of expertise, types of institutional mission, regional position, and self-identifications (by nation, gender, creed, race) of participants. The more diverse our voices, the more dynamic our offerings.

For the 2015 - 2016 season, our webinars focus on the theme "How Art Curators Get Their Ideas Out There." The topics for the webinars have been selected based on this idea as it relates to exhibitions, scholarship, and the broader social context. 

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