Cezanne Fast Forward

Strategy: Emphasize Value, Enhance Your Product, Know Your Customer/Product, Serve Local Community, Take Advantage of Tech

Type of attraction: Arts Organization, Museum/Historic Site

Summary: The Baltimore Museum of Art (BMA) hosted a late night closing party on the last weekend of the museum’s Cezanne exhibit in May 2010.

The Baltimore Museum of Art (BMA) hosted a late night closing party on the last weekend of the museum’s Cezanne exhibit in May 2010. “Cezanne Fast Forward” offered an opportunity to reach out to the local community and new audiences, and included visual and musical performances by digital artists presented as responses to Cezanne’s art.

Tickets were deeply discounted ($5/person as compared to the regular $15 ticket price) to make the event as accessible as possible. The evening event attracted a strong crowd of 1,000—one of the largest crowds the exhibit had—for 3 ½ hours.

“We wanted to do more than just use the BMA as an event venue unrelated to art,” explains Preston Bautista, BMA’s director of public programs. “This event was designed to encourage audiences to experience Cezanne’s art— to think about how Cezanne may have influenced American modernism and consider whether Cezanne’s art is still relevant today.”

Bautista notes that while the digital artists and performers may have been the initial draw for some younger audiences, linking past to present let audiences connect with Cezanne’s art in a new way.