by Max Marbut
Staff Writer
Six weeks from now, the Museum of Contemporary Art (MOCA) Jacksonville will celebrate its fifth anniversary in its Downtown location at Hemming Plaza.
Quite a bit of history has been recorded within its walls since the day the museum opened in May, 2003. Dozens of exhibits by hundreds of artists have been viewed by thousands of members and guests. On May 2, 2003 there was the opening gala for the Jacksonville Museum of Contemporary Art (JMOMA), but in November 2006, JMOMA became MOCA. Several members of the administration and staff who were there when the ribbon was cut have moved on and been replaced and even the management and culinary artists at Cafe Nola have changed since opening day.
As the museum begins its sixth year as one of Jacksonville’s most valuable cultural assets it will experience another change that will make its value even more apparent and engage more people in the appreciation of contemporary art.
When the Dalton Agency moved Downtown in January, President and CEO Jim Dalton said the firm and the people who work there would become part of the Downtown experience and would contribute to the neighborhood in many ways. Immediately, about 70 talented, creative people were added to the mix, strolling the sidewalks before and after work and patronizing the restaurants and coffee shops.
The agency has become part of the Downtown scene, especially around Hemming Plaza, in a short period of time. So it’s appropriate that the latest – and biggest, so far– contribution to the neighborhood will be the Dalton Agency’s work to market all aspects of MOCA from major sponsored exhibits to Sunday brunch.
Dalton said when it became known the agency was moving Downtown, MOCA Director Debbie Broder approached him about working on some marketing ideas for the museum. As often happens, one thing led to another and “It moved forward all the way to us becoming the museum’s agency of record,” said Dalton.
The first objective, he added, will be to create a strategic plan for the image of the museum, then make sure the market is aware of all the things the museum offers from exhibits to films to a retail store to the restaurant and corporate and private hospitality.
“MOCA is a very unique product. We don’t often get an opportunity like this,” said Dalton.
“There is something at the museum for every demographic and age group from the cradle to the grave,” said executive vice president Michael Munz.
One thing that makes the project unique is that the agency has signed on to do the work pro bono.
“What the Dalton Agency is creating is a sophisticated marketing plan that will help the museum connect with the community beyond our membership base. It’s something we could never afford to purchase,” said Broder.
Dalton said that he is developing the overall plan for MOCA with Munz and Chief Strategy Officer Dave Josserand. After that, the details will be turned over to a creative team led by one of the agency’s senior art directors.
“We’re handling it just like every other other account – except there’s no money involved,” said Dalton. “But that’s okay because it’s part of our commitment to Downtown.”
Dalton said he was surprised at how quickly everyone who comes to work at the agency every day integrated themselves into the Downtown experience. He’s also pleased with the reaction from clients.
“The response to our new location has been greater than we anticipated. Downtown has been very positive for business,” said Dalton.
“As much as we have always been promoters of Downtown, to actually come to work here every day has given us a different perspective and a greater appreciation,” said Munz, who added it has also been a learning experience.
“When we first announced to the staff where we were moving, some people expressed concern over safety. But now that we’re here we realize the perception that Downtown is not safe is a false perception.”
Everyone working and several employees living Downtown has already led to some experiences that aren’t usually available in the suburbs.
“One morning I looked out my window and wondered why two skateboarders were heading into the office. Then I realized it was a couple of our art directors,” said Munz.