Special Edition
VOLUME 5 ISSUE 1 SPRING 2020
Ch-ch-changes!
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Report from
Welcome to our special issue of NOTES. As you may have guessed from the cover, this entire issue will present news and information about some changes happening at Museum of Making Music (MoMM)—namely, the upcoming Renovation Project. Before we dive into that though, I would like to take a moment to reflect on COVID-19. First and foremost, we hope that you are safe and healthy, and beginning to detect a beacon of normalcy. We are all deeply affected by this pandemic, and the industry with which we are affiliated—the music products industry—is no exception. It has, in fact, been dealt a serious blow. It will certainly recover, just as it did after the Great Depression, World Wars, and other periods of unrest. And, as we see in our own Museum galleries, the road to recovery will be paved with extreme resourcefulness, ingenuity, and perseverance. MoMM will also survive. As of this writing, while the galleries remain closed, all of us on the Museum team are working remotely, creating and managing online portals to engage with our members, program participants, and volunteers. And while we would much prefer to also be interacting in person, this new landscape does allow us to witness, in a new way, just how powerful music is. We see firsthand, every day, how it connects us, offering an unspoken yet immediately recognizable message of unity, hope, and solace. But there’s a second project—a major one—that also requires our attention these days. In addition to navigating our new online presence, we are laser focused on an initiative that is destined to change our future: The Museum Renovation Project. After several years of behind-the-
scenes work, we are ready to share with you—our members, supporters, and patrons—the background, plans, and progress, for an updated Museum of Making Music. What’s it all about? Glad you asked. Let's begin. Why the Renovation? To answer this fully, we need to go back in time—to 1998—for some historical context. That was the year that the National Association of Music Merchants (NAMM) opened its new global headquarters in Carlsbad, CA. NAMM’s Museum of Making Music, occupying the first floor of the new building, opened at the same time. The Museum’s displays were designed as a celebration of NAMM’s century of service (1901–2001) to the music products industry: storylines were chosen and texts were written with the industry member in mind, serving as a source of pride and nostalgia. And admission was initially intended for members of NAMM and the global industry it served. However, even though the Museum’s exhibits were essentially industry-focused, the engaging and inspiring NAMM story was also of interest to the public. Local leaders and residents expressed a strong interest in, and support for, the Museum as a unique educational and cultural resource, and so two years later, MoMM opened its doors to the general public as well. Over time, the Museum expanded its mission and mandate—becoming a significant cultural destination in southern California and adding a broad, general audience to its already established industry audience. Now two decades later, with annual attendance nearly
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the Director Telling our unique story to an industry insider is much different from sharing it with someone unfamiliar with this side of the music world. Visitors still enjoyed their visit, but because of the industry-focused tone of the exhibitions, many left with questions as to the purpose of NAMM... Clearly, an important opportunity was being missed.
45,000 and a vibrant and varied schedule of exhibitions, concerts and educational programs, MoMM continues to grow. But here’s the thing: while the Museum’s audience changed significantly over the years, the exhibitions—both in content and design—did not. We found that telling our unique story to an industry insider is much different from sharing it with someone not familiar with this side of the music world. The majority of visitors still enjoyed their MoMM visit, but because of the original industry-focused tone of the exhibitions, many left with lingering questions as to the purpose of NAMM and the impact
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of the music products industry. Clearly, an important opportunity was being missed. In 2010, grant funding enabled the Museum to begin its work to address this disconnect. The Museum added a number of displays aimed at clarifying the industry’s initiatives and achievements. Equally important, the new installations included contemporary museum design and technology—interactive, experiential components that encouraged visitors to become “hands on” with the instruments and more engaged with the music making process. Visitors took notice: Museum attendance increased significantly, and visitor satisfaction increased as well. The Museum also took notice. Our assumptions and observations had been correct: two decades after opening to the public, the Museum’s centennial storyline, as well as its design and use of technology, were all out-of-date. The important upgrades—or retrofit if you will—made in 2010 had been, in effect, a “test case,” and showed us that the Museum could indeed successfully change and serve its growing audience and their expectations. It became clear—indeed, it was not just an opportunity but a necessity and a responsibility—that a full-scale, MAJOR renovation of the galleries was the important and logical next step for the Museum to ensure a vibrant future. So what will change? Almost everything! Keep reading… Carolyn Grant, Executive Director
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A New Way to Tell
Currently, when visitors tour the Museum, they find the galleries organized chronologically, starting in the 1890s and proceeding to the 1990s. Originally, this chronological structure was the most effective way to tell the story of NAMM’s century of service; it was also comfortably familiar for most visitors. Furthermore, the three original subthemes of the galleries—Popular Music, Retail, and Innovations—fit well into the chronological approach and provided a useful roadmap for visitors as they made their way through the galleries and through time. However, more than 20 years have passed since this original vision became a reality. And 20 years is a long time, especially in the world of museum exhibitions. Those years have brought enormous changes in society, in technology, and, by extension, in the industries involved with musical products. We became increasingly aware that the time had come to update and refresh the exhibition storyline. So we went back to the very beginning of the exhibition development process and asked ourselves: What exactly is the purpose of our museum in this evolving world? How can we best serve today’s visitors? How can we inform and engage them through our unique story? And how can we do our part to change the lives of our visitors for the better? It was a long and seemingly endless question-and-answer process. Supplying the world with musical instruments and products is a complex and multi-faceted process! Ultimately, however, we found that despite this complexity, the storyline could be organized into three quite simple components. Making the instruments (from the one-person
Making, providing, using— the three components at the core of the music products industry. Think of it as an ecosystem: interrelated and interdependent. And now in the renovated galleries, these three components—themes, really—will become the portals through which we tell the story of music making. shop to the global manufacturer) and providing the instruments (from trading posts of the 1800s to today’s ecommerce platforms) are the two principle components of the industry itself. The third component, using the instruments, is the result of the industry’s work. And what a splendid result it is! Making, providing, using—the three components at the core of the music products industry. Think of it as an ecosystem: interrelated and interdependent. And now in the renovated galleries, these three components—themes, really—will become the portals through which we tell the story of music making.
Making the Instruments The first gallery starts the visitor off with the instruments themselves. How are instruments made? Do they change through time, and if so, how? What drives that change? How does it affect the music we hear or play? What is the impact of technology, economic and social trends, popular culture, musicians’ needs, and global migrations on the design and production of instruments? These are just some of the questions addressed as we look at the how and why of instrument making—and some of the people behind-the-scenes making it all happen. 4
Our Story Providing the Instruments Once visitors have learned about instrument making, they proceed to the second gallery where they will explore the ever-shifting economic and social landscape and its impact on the musical instrument marketplace. How has our access to instruments changed? Before trains, planes, and container ships, how were instruments delivered? When did the concept of “shopping” arise? How do we adapt to virtual stores and online shopping? Not often explored in a museum setting, these questions lead us to inspiring stories of entrepreneurship, perseverance, and creativity in the retailing, distribution, and marketing segments of the music products industry.
Using the Instruments Leaving the second gallery, visitors move to the third and final exhibition gallery where they will explore and reflect upon the impact of music on their own lives. Remembering the first live musical performance you attended, or an instrument you once played (and maybe still play), or a song that has a special meaning to you… What moments in musical history have made a lasting impact on you? How has music enriched your own life? This gallery is where inspiration truly takes flight. Three major themes…now means three major galleries, instead of the five you currently find in the Museum. And although the galleries are undergoing major changes, important elements from the current displays are being kept. Adapted and updated. For example, woven throughout the galleries—indeed, an essential element in each—is the display of the Museum’s wonderful collection of instruments. And in some places, we still use a chronological narrative to tell unique stories and illuminate certain themes. In other words, we’ve tried to keep the best of the old and integrate it into the best of the new. Ultimately, the revised thematic organization is not only designed to tell the story of the music products industry in a new and compelling way; it’s also designed to inspire visitors to make their own personal connections to the music in their lives.
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Smart & Smarter
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If you were to visit MoMM today, you would find a number of kiosks—with push buttons—which play various musical excerpts. Although the technology that drives these kiosks has been periodically updated, to say that our current technology is out-of-date would be an understatement. But remember, the exhibitions were installed in 1998…and that is a lifetime ago in this age of rapid technological advances. After the renovation? Visitors will find the latest technology everywhere— easy to use and easy to navigate—and all designed to enhance the museum experience. Various technologies, especially designed for museums, will be used to help create different moods, deliver content, and play a wide selection of music. Directional speakers will focus audio experiences so there is minimal sound bleed from one display to another. Touch-screen monitors (17 of them!)—what we call “digital rails”—will make it easy to learn more about the instruments, the people, and the music, letting visitors control the amount of content they want to access. These rails replace paper labels and deliver content about collection objects without detracting from the visual displays. And, they can be easily and quickly updated by the staff from their own desks. It all means that visitors will decide what stories they want to learn more about and decide how deep they want to go into the content— and the technology will help take them there.
In the renovated galleries there will be things to see, read, hear, play, reflect upon, and share. This diversity of experience allows visitors to tour the Museum at their own pace, with their own interests, making their own connections.
Another upgrade? In-gallery interactivity. When we made the “test case” gallery changes in 2010, a specific initiative undertaken was to include one instrument in each gallery available for visitors to try out. For example, right now you find a “Play Me” mandolin in Gallery 1, slide guitar in Gallery 3, and Telecaster in Gallery 4. With this renovation, the opportunity to get hands-on with instruments will increase dramatically. In each of the three galleries you will find a well-defined and nicely placed “Sit and Play” area with comfortable seating and a number of instruments to try. In fact, there will even be a vintage instrument or two to play (with staff or volunteer oversight), such as a Celesta or a Hammond Model A organ. This increased interactivity presents opportunities to engage in both music making and memory making. In other words, in the renovated galleries there will be things to see, read, hear, play, reflect upon, and share. This diversity of experience allows visitors to tour the Museum at their own pace, with their own interests, making their own connections.
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Inspiring Participation
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So far, we’ve been describing some major changes coming in the galleries. Here’s one more: educational learning stations targeted specifically to school tours will be installed in each gallery. Called STEAM stations, they will invite our student visitors to explore music making from the perspectives of Science, Technology, Engineering, Arts, and Math using real world, problem solving-based learning. Why? Because we know that music, in addition to providing a profound outlet for human expression, also enfolds the science of sound, manufacturing technologies, engineering, instrument ergonomics, economics, entrepreneurship, and much more—all themes that, yes, can be used to meaningfully engage students of all ages. Each of the newly-designed galleries will contain one STEAM learning station. In the first gallery, the learning will center around making instruments, presenting topics ranging from interesting mathematical equations to little known feats of engineering. In the second gallery, students will be challenged to think about creating their own businesses. What will the purpose of their imagined company be? What will be its name,
An average of 8,000 students visit the Museum each year. Thanks to donor support, over 50% of tour groups receive free admission and transportation. The world of music is for everyone, regardless of economic or social factors. 7
brand, budget, and impact? Finally, in the third gallery, we focus on music itself, from its mathematical structures to its artistic—and often indescribable—beauty. As you see, we strive to open doors to a world that is far broader, more intricate, varied, diverse, and full of opportunity than any student could ever have imagined. But what happens to these STEAM stations when there’s no student tour in progress? To have them lie dormant would be a shame! So, we came up with a solution. When no tour is in progress, these stations will serve as feedback stations for the general walk-in visitor. Answers to provocative questions can be left for other visitors to enjoy, thus encouraging an ever-growing conversation and a community of engaged museum-goers.
The STEAM station in closed and open configuration.
Still More
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And we’re not finished yet. So far we’ve written about the major revisions in content and design planned for the central galleries, but a returning visitor will know “things have changed” as soon as they enter the NAMM building. Touchscreens in both the lobby and the entrance to the Museum quickly signal the technological upgrades made. Want to learn more about NAMM? You can find it here. NAMM’s history; NAMM award winners in categories such as Best in Show products, Dealer of the Year, and TECnology Hall of Fame product inductees; Founding Members, Legacy Sponsors, and current donors of the Museum; and upcoming programs being presented at the Museum will all be easily available and accessible. Once inside the Museum, a new Orientation Theater plays a short video to help orient the visitor to the Museum’s new thematic storyline: making the instruments, providing the instruments, and using the instruments. It’s a short but important introduction, and it sets the tone for the exciting experiences and learning opportunities to come. Finally, there are two more spaces we need to mention. First, we can’t forget the tremendously popular Interactive Gallery! After touring the three main galleries, visitors will enter the gallery—now expanded—full of instruments to explore at their leisure. The new design of this area is inspired by music recording studios—with rich, warm colors and a comfortable atmosphere. Multiple stations offer some of the industry’s latest instrument designs, and people can play in groups or in privacy with a set of headphones. A new element to this room will be a dedicated space designed with our youngest guests in mind and includes comfortable flooring and age-appropriate instruments. And second, the Temporary Exhibition Space. Which is NOT changing— in shape, that is. But of course, by its very definition, this space is changing all the time, and we will continue to present a wide variety of exciting exhibitions in this gallery.
A new element to this room will be a dedicated space designed with our youngest guests in mind and includes comfortable flooring and age-appropriate instruments. 8
The new design of the Interactive Area is inspired by music recording studios— with rich, warm colors and a comfortable atmosphere. Multiple stations offer some of the industry’s latest instrument designs, and people can play in groups or in privacy with a set of headphones.
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Making It All
So now you’ve read about the exciting plans that lay ahead, and we hope you’re as filled with anticipation as we are. This will truly be a transformative project for the Museum!
What we've raised so far:
$1,000,000 $950,000
And needless to say, it will require a major, multi-year fundraising effort to make this significant and ambitious project a reality. “Major” meaning about one million dollars, in fact. But the good news—make that GREAT news—is that the Museum has already raised $950,000 (including in-kind services and donations) towards that total. Which means we have only $50,000 left to raise. And that’s where we hope the community will step in to help. This is the time where we need you—our members, our visitors, our friends—to reflect on what the Museum of Making Music means to you and invest in this project. No gift is too small...or too large. It all helps. Before you donate though, we want you to know a couple things: First: When you contribute to this campaign, 100% of your donation will go directly to the Renovation Project. No dollars to keep the lights on, no dollars to upkeep the facility, no dollars for staff salaries. Because all those expenses are entirely covered by NAMM (the National Association of Music Merchants). That’s right. Our parent organization, The NAMM Foundation, which advances participation globally in music making by supporting ventures such as scientific research, public service programs, and philanthropic initiatives, also supports the Museum with overhead costs. It’s a unique situation, and we are truly grateful for their support and commitment to the program. Second: When you contribute to this campaign, your donation is going to a reputable community institution and cultural asset. MoMM has a proven track record. The Museum has received Carlsbad’s Chamber of Commerce Medium Business of the Decade Award and grants from community agencies such as the County of San Diego, the Carlsbad Cultural Arts Office, and the Carlsbad Charitable Foundation, to name just a few. The Museum has an impeccable reputation for program quality and accountability with awarded funds, and you can rest assured that your donation will be meaningfully used to make an impact. So donate today and say “I helped make the renovation happen!”
Ways to give: Make a quick and secure gift online
www.museumofmakingmusic.org/ renovation/support
Call 760/304-5820 Mail a check
Museum of Making Music 5790 Armada Drive Carlsbad CA 92008 Please use form to the right
Please visit museumofmakingmusic.org/renovation for current information and to give! 10
Happen Other ways to give: Make a Gift of Stock Gifts to the Museum in the form of stocks that have appreciated in value may be especially attractive. When you transfer ownership of securities to MoMM, you receive a charitable income tax deduction for their full market value, and you incur no capital gains tax (subject to IRS deduction limits). Call Alisa, Development Officer at 760/304-5820 for details. Step One: Donate Please provide your broker with the following information: Name of Account: Museum of Making Music Name of Broker: Charles Schwab Account: 9154-9846 Tax ID: 33-0797657 Step Two: Notify Us We wish to ensure gifts are properly received and acknowledged. Please email Alisa either before or after donating securities: alisam@namm.org Making a non-taxable gift from your IRA Those who are 70½ years or older can give up to $100,000 directly to a qualified nonprofit organization, such as MoMM, from an IRA without counting the gift as taxable income. Your IRA custodian must send the sum directly to the charity you designate, rather than you giving the money to the non-profit organization yourself. No income tax will be due on this money if gifted as a transfer. You don’t have to itemize your tax deductions, and it can satisfy all or part of your required minimum distribution from your IRA for the year or even reduce your adjusted gross income. The gifted portion is excluded from taxable income and can help a donor stay in a lower marginal income tax bracket while accomplishing charitable giving goals.
$ Donation Amount
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Tribute Gifts If you have a loved one who has been impacted by music, you can establish a memorial or tribute gift—whether to honor that person or to celebrate a special occasion such as an anniversary or a birthday—with the funds specifically targeted to support the work of the renovation. The contribution you make is a gift that helps us create and maintain a living legacy that will then be enjoyed by thousands of people each year. When you make a memorial or tribute donation, you will receive a receipt acknowledging your gift. If you choose, we will also send a letter to the individual(s) being honored or a family member of your loved one who has passed, informing them of your gift but keeping the amount of the gift confidential. Company Matching Gifts Do you work for IBM, AT&T, Bank of America, Qualcomm, or Sony? These companies and many more will match their employees' and often retirees' contributions to MoMM. We will also list you and your company as a supporter! Matching gifts are an easy way to increase the impact of your contribution to the Museum at no additional cost to you. Corporate Sponsorship NAMM’s Museum of Making Music can provide your company with a valuable platform for partnership. Because every company has different objectives, our sponsors enjoy a customized package of benefits that meets their unique needs.
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Privilege to host private receptions, dinners, and events in the Museum’s board room or concert venue Client engagement opportunities, including private, after-hours tours
Check enclosed, payable to Museum of Making Music. For your protection, credit card donations must be made online: museumofmakingmusic.org/renovation/support by phone: 760/438-5996, or in person.
Phone / Email In honor of
Thank You For Your Support!
I want to give!
5790 Armada Drive Carlsbad CA 92008
NON-PROFIT ORG U.S. POSTAGE PAID Permit No. 245 Carlsbad, CA
www.museumofmakingmusic.org
Inside Exciting news about the Museum’s upcoming Renovation Project! MoMM will be closed for construction this fall. Please check our website for dates and updates!
images pp. 4, 8, 9 Beatriz Cabrera & Esdras Hernandez Archmony Design design Leah Roschke StudioGrafik printing ZUZA Marketing, Printing, and Mailing
The Museum of Making Music, a 501(c)(3) nonprofit organization, is a division of the