“Art has this unique opportunity to engage complexity and not be looked at one way or another. It’s a critical dynamic, particularly in complex times. The political, societal and technological turmoil of any given generation fuels much of contemporary art, which in turn helps make sense of and better understand the world around it. For me, that’s exciting.” OPEN HOUSE opens moCa’s front door “Why does that matter? Because I think it expresses a fairly sophisticated strategic approach that understands it is looking holistically at the visitor experience. “I’m not aware of any museum that has approached this as a comprehensive platform and seen it as an intentional, strategic, reinforcing set of initiatives that all get launched at the same time,” Snyder said. In its totality, the OPEN HOUSE initiative may be as pioneering and forward-thinking as the art moCa Cleveland is known for showing.

“On the one hand, the 50th is very celebratory – it’s an opportunity to pause and make everyone feel really rewarded for getting to this place – but what we talk about as a team is this incredible responsibility to make an institution relevant, to respond to our community, to diversity, inclusion, accessibility.” It’s no small feat for this institution to get to 50 years, and we want it to live a good long time after this,” Snyder told Canvas.

It feels both exciting and momentous – and serious. Each aims to reinforce the other as part of the overall initiative, and ultimately enhance the visitor experience, something moCa Cleveland executive director Jill Snyder said is especially relevant in light of the museum’s milestone anniversary. The other components – an updated brand identity and the creation of a diversity curatorial fellowship, an education fellowship and an engagement guide apprenticeship program – are no less noteworthy. The move is part of a larger initiative called OPEN HOUSE, a five-point plan designed to get more people through the museum’s doors, and once they’re there, better connect with them – and better connect them with the art they’re experiencing. Soon, as the venerable institution marks its 50th anniversary, another descriptor will apply: completely free.įree admission to moCa Cleveland will begin March 16, when the museum reopens with its 50th anniversary exhibitions installed. All are terms that describe the Museum of Contemporary Art Cleveland, a leading purveyor of modern art in Northeast Ohio.

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