“DARE TO BE FUN” CHICAGO 2018 24 TO 27 SEPT Staged by WELCOME Dear delegates, Charles Dickens’ famous opening words to his novel Exactly 125 years ago, the city of Chicago was busy A Tale of Two Cities—“It was the best of times, it was the playing host to the 1893 World’s Columbian Exposition, At Communicating the Museum Los Angeles last year, worst of times…”—hold special resonance for museums a civic project with grand global ambitions. Born out of I was surprised to hear that the first reason for attending today. Some of us working in museums would argue the rubble of the Great Chicago Fire, this “World’s Fair” a cultural event was ‘to have fun’ (Culture Track survey that our current situation and future prospects could offered the opportunity to present a new, rebuilt Chicago 2017). Social and intellectual motivations trailed far not be worse, citing social and political turmoil, flat or as a great modern city. behind. But it is, after all, human nature to learn through declining sources of revenue and support, and increased attraction, playfulness and openness. I wonder, how can competition for visitors’ precious time and attention. Following the close of the Fair, the building that served as museums and galleries infuse this spirit of amusement But I would counter, and I believe many others would a hall for the World’s Congresses was turned over to the into our civic engagement? join me, in stating that adversity brings out the best that founders of the Art Institute, and the museum’s Michigan museums can offer, and today, we have an unprecedented Avenue doors officially opened to the public on December We have invited 60 speakers from 11 countries to gather opportunity to reinvent the museum for 21st-century 8, 1893. At this time, our Beaux-Arts landmark appeared at Communicating the Museum Chicago to interrogate audiences. almost as a frontier outpost—a temple to culture among this question. Let’s unpack the many approaches to railroad yards, tracts of empty land, and an industrial reinvention and experimentation, to opening dialogues To achieve this goal, we will need courage, we will need lakefront. and broadening perspectives, and of course, to learning to embrace disruptive practices, and most importantly, from when things didn’t quite go as planned. Daring to we will need to experiment constantly. In other words, Over the next 125 years, fueled by the efforts and be relevant, real and resilient – this is what will keep we need to transform ourselves into daring institutions ambitions of civic leaders and patrons who saw the museums thriving. unafraid to travel down new paths into the unknown. arts as an essential aspect of a renewed, thriving Experimentation of every stripe and in every quarter of metropolis, the barren landscape that marked the It is wonderful to be in Chicago for this fourth edition of museum operations is the key to reinvention. If we dare museum’s beginnings evolved into a large and complex the conference in Northern America. An enormous thank to engage our audiences in new ways, using new tools, urban campus. Today we sit next to Millennium Park, you to our 10 host cultural institutions. I am particularly the promise of sustainability for this century is within which draws more than 25 million visitors a year to enjoy excited to explore Museum Campus South, a dynamic our grasp, and we can renew our value as cultural and its lush gardens, monumental public art, and Gehry- cultural hub which will soon be home to the much- educational organizations to our communities. designed band shell, and just steps away from the popular awaited Museum of the Obama Presidential Center. And promenade and beaches along the shores of beautiful thank you to Chicago Scenic Studios and 360 Chicago for The Chicago History Museum is a proud partner of Lake Michigan. Sharing a civic purpose and dynamic site offering us the unique opportunity to see the Windy City Communicating the Museum 2018, and I welcome you with these neighboring attractions, the Art Institute and its creative energies from new perspective. We are so here to begin our conversation. Chicago’s history is welcomes 1.7 million visitors a year from all over the world excited to celebrate the wonders of this world class city. replete with bold experimentation and daring innovations, to experience a collection that encompasses works of and I hope the Museum’s exhibitions and programs will art spanning five millennia, both reflecting and defining I look forward to the many fun conversations and fruitful inspire us to make big plans and to aim high. Chicago’s status as a leading global city. connections at CTMCHI. Russell Lewis On behalf of the Art Institute, we welcome you to Chicago Corinne Estrada Executive Vice President and Chief Historian and to Communicating the Museum. Over the next few CEO of Agenda Chicago History Museum days, we invite you to consider and be inspired by the Founder of Communicating the Museum daring ambitions that made this great city possible and the forward-thinking vision that continues its evolution today. Katie Rahn Executive Director of Marketing and Communications The Art Institute of Chicago 2 3 #CTMCHI MON 24 SEPT REGISTRATION Registration From 9.30am Pick up your badge and program Chicago History Museum Museum Hack's Un-Highlights Tour of The Art Institute Visit 10.30am Art Institute of Chicago of Chicago Visit 11am Guided tour of the exhibition "Amplified: Chicago Blues" Chicago History Museum DARE TO BE Welcome 2pm Welcome to Communicating the Museum Chicago CHM - McCormick Theater Welcome 2.15pm Welcome to the Chicago History Museum CHM - McCormick Theater Dare to Activate Social Change - Museum of the Obama Keynote 2.30pm CHM - McCormick Theater Presidential Center & Urban Prescriptives Keynote 3pm Dare to Re-Invent the Royal Academy - Royal Academy of Arts CHM - McCormick Theater “DARE Coffee Break 3.30pm CHM - McCormick Theater 1.1 In on the Joke: Using Comedy in an Exhibition Campaign Hammer Museum - Hammer Museum CHM - McCormick Theater 1.2 Serious fun: daring to perform in the exhibition - Art Gallery of New South Wales 2.1 From a Museum to a Scientific Force - Field Museum & Leo Burnett CHM - Mandel Conference 2.2 Transforming an organizational brand from the inside out - Room Tronvig Group & National Museum of Women in the Arts Case Studies 4pm 3.1 Perhaps we can be fun on social media after all - Museum of English Rural Life CHM - Morse Genius Room 1 3.2 Award-winning humor and finding your voice TO BE” - Consultant 4.1 Edu-tainment: The Night Shift Phenomena - Royal British Columbia Museum CHM - Hollieb Learning 4.2 Just Add Fun: How to Boost Revenue & Audience Center Engagement - The Barnes Foundation Keynote 5pm Culture, Meet Culture - Leo Burnett CHM - McCormick Theater Key Learnings 5.30pm Key Learnings & Pending Questions CHM - McCormick Theater Transfer 6.15pm Bus departs from the Chicago History Museum Chicago History Museum Transfer 6.15pm Bus departs from The Ambassador Hotel The Ambassador Hotel WELCOME RECEPTION Welcome 7pm Official welcome by Bob Doepel, President Chicago Scenic Studios Introduction 7.30pm Dare to Be Inspiring, Engaging and Different Chicago Scenic Studios Mingle and enjoy authentic Chicago Chinatown food and Reception 7.30pm - 9.30pm Chicago Scenic Studios lovely wine Transfer 9pm & 9.30pm Buses depart for The Ambassador Hotel 4 5 MON 24 SEPT WELCOME KEYNOTE SESSION 2 - Mandel Conference Room 3.2 – Award-winning humor and finding your 2pm Welcome to Communicating 3.30pm Dare to Re-Invent 2.1 - From a Museum to a Scientific Force voice CHM - CHM - (with a really nice showroom) LUCY REDOGLIA McCormick the Museum Chicago McCormick the Royal Academy Digital Communications and Marketing Specialist, Theater Theater STACY DILLING Marketing & Advertising Director, Field Museum, Chicago Los Angeles @LuuucyImHome CORINNE ESTRADA WILL DALLIMORE @stacydilling @FieldMuseum In the year leading up to winning the Webby Award for Founder, Communicating the Museum, Paris & Sydney Director of Public Engagement, Royal Academy of Arts, ALISA WOLFSON LACMA’s Snapchat account, Lucy produced countless @AgendaParis London @willskii @royalacademy EVP, Head of Design, Leo Burnett, Chicago @LeoBurnett memes using the museum’s collection, developing an In 2018 the Royal Academy of Arts celebrated its Discover how on the cusp of the Field Museum’s 125th already successful strategy into a viral sensation. Learn th WELCOME 250 anniversary and completed the most ambitious anniversary, the Field looked to the past to help position how pairing words with pictures and using innovative 2.15pm Welcome to the Chicago redevelopment in its history. Discover how the itself as a leader in creating a better future. Learn how storytelling techniques can bring awareness to your CHM - organization dared to embrace its key points of the museum used its anniversary to tell the real story brand—and reach younger audiences—via social media. McCormick History Museum difference, especially the artists and architects who through positioning, identity and storytelling transforming Theater run the organization, to project a more distinctive and itself from a static museum into a dynamic institution for SESSION 4 - Hollieb Learning Center confident personality – in the process becoming truer to RUSSELL LEWIS the future. 4.1 – Edu-tainment: The Night Shift its original purpose. Executive Vice President and Chief Historian, Chicago 2.2 – Transforming an organizational brand Phenomena at the Royal BC Museum History Museum, Chicago @ChicagoMuseum from the inside out ERIKA STENSON Case Studies AMY MANNARINO Head of Marketing, Communications and Business KEYNOTE 4pm 4 case studies will take place Director of Communications and Marketing, National Development, Royal British Columbia Museum, Victoria 2.30pm Dare to Activate simultaneously.