Broad Museum Broadens Its Appeal for Millennials

“Since opening six months ago,” The Broad Museum in Los Angeles “has attracted a decidedly youthful crowd,” reports the Los Angeles Times. “The Broad’s appeal to young people starts with colorful edgy art, such as Jeff Koons’ glaring, gold-hued sculpture of Michael Jackson and his chimp, Bubbles, and Takashi Murakami’s psychedelic-looking, dancing mushrooms. The museum is also located downtown, increasingly an entertainment and nightlife hub. And it’s free.”

Younger people “seem to be more willing to wait hours in line than their elders … Indeed, the standby line — typically a 45-minute wait on weekdays, twice that on weekends — is a bustling social scene, with spirited attendees exchanging snacks, gossip and cellphone numbers with new friends … Many of the young people in line say they found out about the Broad from social media. Seeing the fun that friends were having from afar, in pictures and videos, they didn’t want to fall prey to FOMO (fear of missing out).”

Visitors “can make reservations on iPads for timed entry to special exhibits, and the museum will text people back when they may enter … Instead of security guards, the Broad has ‘visitor service associates’ who roam the galleries and are happy to chat about the art as well as to point people to the nearest restroom … Of the more than 400,000 people who have streamed through the Broad’s doors so far, 6 out of 10 said their ethnicity was other than Caucasian and 70% were younger than 34.”

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