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I SUBURBIOS
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VIERNES, 26 DE JUNIO DE 2020
What lies in the Covid19 future for museums? La voz suburbana de los Hispanos GERENTE DE VENTAS Y OPERACIONES Linda Siete lsiete@reflejos.com (847) 806-1411 VENTAS Raul Ortiz rortiz@reflejos.com (847) 427-4634 CLASIFICADOS (847) 427-4770 CIRCULACION (847) 806-1111 COORDINACIÓN DE ANUNCIOS Ana Maria Hinkhouse ahinkhouse@reflejos.com Reflejos Publications, LLC
95 W Algonquin Rd Suite 300 Arlington Heights, IL 60005
Reflejos es una publicación que sirve a los latinos de los suburbios de Chicago en los condados de Cook, DuPage, Kane, KendallLake, McHenry y Will. Reflejos orgullosamente forma parte de la Familia Paddock y es publicacion hermana del Daily Herald. Fundado en 1990.
In alliance with
BY HENRY IZAGUIRRE
For Reflejos
The financial stress and social distancing requirements brought on by COVID-19 created a wave of museum layoffs and adjustments for an industry that was already being challenged by demographic shifts, high costs, and limited funding. These layoffs and adjustments have come amid a wave of uncertainty as we all grapple with the coming summer and continued social distancing. Nearly every institution forced to close its doors in mid-March to help prevent the spread of COVID-19, has let workers go. The Adler Planetarium, Museum of Science and Industry, Brookfield Zoo, Lincoln Park Zoo, National Museum of Mexican Art, and the Shedd Aquarium laid off and/or furloughed workers to save expenses in the past three months and are now making preparations to reopen. The organizations face uncertain prospects for even partial-capacity reopening and emergency federal payroll protection loans have run out for many. As the Covid19 pandemic stretches on, museums across the United States are scrambling to respond to the rapidly changing situation. Institutions of all sizes confront uncertain futures, with no clear date for when the crisis might subside. They are weighing difficult decisions about staffing and programming while maintaining a mission to serve their communities with limited revenue. While museums are all grappling with the same set of challenges, their abilities and methods in responding can be different. Museums such as the National Museum of Mexican Art (NMMA) had an exhibit ready to be shown just as Covid19 infection rates began to increase in the Chicago area. They were poised to host their annual Gala de Arte and open an exhibition entitled Frida Kahlo, Her Photos. The Frida Kahlo exhibition would have generated a great deal of gift shop revenue along with revenue from related events and programming. As a result, they needed to quickly adjust their strategy and consider other options or exhibits. Barbara Engelskirchen, Chief Development Officer at the NMMA mentioned that the museum will look into exhibiting more local artists as a result. The NMMA has always been free, so admission is not an expected revenue stream. Revenue comes from foundation grants, federal grants, Park District funding, fundraising events, gift shop sales, individual donations, and tours. Before Covid19, they were on track to have a very strong year. SVP of Guest Experiences & Communication for the Shedd Aquarium, Rob Stein discussed the fact work keeps going on and the mission of the Shedd has not changed. That said, the Shedd has been nimble in addressing the needs and interests of their audience and stakeholders. They have been very productive in developing new ideas and managing their research in these challenging times. For example, they are making use of more technology such as developing a virtual summer camp for kids. They have developed a full online experience with a dolphin training session and their
SHEDD AQUARIUM
birds of prey exhibit. Their marine mammals even set up a video call with sea lions. In the short term they are looking at how they can reopen with a reduced audience while understanding that the virtual experience in here to stay as well. Once the Shedd Aquarium does open, they are making sure their internal traffic management in being adjusted and the museum cleaning process in even more detailed. One other change that the Shedd has focused on is the fact that are strengthening the idea of developing educational efforts such as a marine science class for high school juniors. This would in essence amplify the teaching that is already offered for science classes but create a real world and real time set of lessons! Although the CARES Act, passed in late March, has allocated $200 million in relief to cultural organizations, the package will still leave many cultural institutions struggling to survive and manage various programs. For example, Ms. Engelskirchen commented recently that the museum had to cancel the aforementioned Frida Kahlo photography exhibit of over 200 photographs. The exhibit had just arrived in crates to the museum right as the Covid19 pandemic gripped the Chicago area in March. An international exhibit such as this one had rental fees, art handler fees, courier costs, insurance fees and other costs directly related. The museum had to ship the exhibit back but it does plan on bringing it back in 2022. She also commented that it is crucial that we continue communicating with our supporters and we maintain regular communications through email, social media, and one to one communication as appropriate. She added that they will continue to cultivate relationships with individual donors. We are embracing virtual and digital events and programming and taking this opportunity to develop our skills and experience producing them. New revenue streams will include virtual events. Though, we are focused on accessibility and anticipate that much of our programming will remain free. The Shedd and the NMMA have the mutual concern of which is continuing to reach their
constituents while their respective institution is closed or has limited capacity. To do that they are developing virtual content, like tours, talks, and readings. Each year, the NMMA hosts a health and wellness festival called Día del Niño that reaches 2,000 parents and children. This year they had to cancel the event, but are planning a weeklong virtual event for families that will provide fun and educational activities. One of the challenges is to convince their regular sponsors of the live event to support the virtual one. Engelskirchen noted that foundations and corporations have been very supportive which echoed what Stein mentioned as well. Grantors have been flexible with both institutions and have worked to shift funding to general operating costs, adjust programming, or extend project dates into the future. Engelskirchen added that it has been a pleasure working with their funders and this situation has been an excellent opportunity to deepen their relationships. Short term, the NMMA will adjust to their current reality, planning their re-opening carefully with both staff and constituents in mind, supporting local visitors, artists, students and educators through digital means when they cannot in person. Engelskirchen also noted that the NMMA mission will not change. The way we achieve our mission will. How we reach our constituents will change, shifting the balance from in person to virtual. In the short term, we will also take this opportunity to focus more on local artists vs. the other side of the border. As of late June, both institutions are in preparation to reopen but will do so cautiously while making a concerted effort to keep their visitors safe. Both Ms. Engelskirchen and Mr. Stein emphasized that the mission for each respective institution remains unchanged but certain adjustments have been needed based on what all of us are facing. Each organization is poised to manage with what may come in the future. This story was produced in partnership with the Pulitzer Center. For more stories about the effect of COVID-19 on museums, please visit the Prairie State Museums Project at PrairieStateMuseumsProject.org