As visitors crowd into blockbusters at rates of more than 800 people per hour, museums are working behind the scenes to keep guests patient, informed, and calm
Long lines. Jostling crowds. Mini-stampedes to get a look at the “good stuff.” A trip to a major museum exhibition these days can feel more like a Black Friday sale at Walmart than a rewarding adventure in esthetic uplift. So much so that a Gauguin retrospective at London’s Tate Modern, in 2010–11, elicited a slew of complaints on the museum’s Internet message board. “A good exhibition sadly marred by the gross overcrowding,” read a typical response. “I shuffled along with so many others struggling to see past the backs of so many heads.” The reactions of angry visitors led one art critic to dub the phenomenon “gallery rage,” and if that’s not quite as catchy as “road rage,” it may be endemic to our times.
But there is good news, and it’s twofold: attendance numbers at major exhibitions reveal no sign of flagging (even in a poor economy and even with higher entry fees) and museums are increasingly sensitive to visitors’ needs. Indeed, many devote serious time and personnel to forestalling meltdowns in their halls of culture.
A case in point is the recent Alexander McQueen retrospective at New York’s Metropolitan Museum of Art, which broke attendance records for a fashion exhibition at the institution. Visitors lined up for as long as five hours, but nearly all showed “remarkable patience and perseverance,” says Harold Holzer, senior vice president for external affairs at the Met. The museum’s visitor-services department, he adds, “staffed up as never before for McQueen,” and during the opening weeks, they kept a close eye on how many people could navigate the galleries and for how long. “We worked at the beginning of the show to create a flow that would accommodate visitors, protect the art, keep the climate control at ideal levels, and maximize the experience,” he says. “We learned that about 426 visitors per half hour would work best.” In the end, McQueen garnered a total of 661,509 visitors.
If that sounds like a lot, consider that the ongoing spectacular “Tutankhamun: The Golden King and the Great Pharaohs,” now traveling the globe, still draws about a million people per city and averages 600 viewers per hour. “We put in a great deal of thought beforehand to managing that gallery capacity and managing expectations,” says Mark Lach, senior vice president of Arts & Exhibitions International, the chief organizer behind the King Tut show. When people are paying top dollar—between $28 and $32 admission to see Tut’s treasures—expectations can run unusually high. “You’ve got a certain segment of guests who want it to be that perfect experience,” he adds, “so if parking isn’t right, if the directions to the exhibition are confusing, you end up with a number who are frustrated before they even walk into the show.”
Timed ticketing, with entry slotted at fixed intervals, can help forestall frayed tempers. Simon Blint, head of visitor services at the San Francisco Museum of Modern Art, says he was spurred to introduce timed ticketing after receiving a serious tongue lashing from a man who had stood on line for an hour and a half waiting to see “Picasso and American Art,” in 2007. “The guy was incredibly frustrated,” Blint says, “and if I recall correctly, he was there with his children. He told me I was an idiot for not doing timed ticketing. And he was right.”
Making it clear up front how much of a schlep museum- goers are in for is helpful. “Don’t keep people in the dark,” Lach says. “Let them know that there are 12 galleries in the exhibition, that they can linger as long as they like, and that there’s a time they can count on for entry.” Any advance information may keep tantrums in check. Lach remembers his own visit to the McQueen show last summer: “As soon as I got on line, there was a little sign on a post that said, ‘From this point on, it’s about a 90-minute wait.’ And there were guest-services personnel handing out pamphlets on the exhibition and doing their best to answer questions.”
Sometimes the personal touch can help sweeten the wait. “A few times, my marketing colleagues got Argo Tea, a local chain, to donate hot beverages to those waiting in line for shows,” says Chai Lee, associate director of public affairs at the Art Institute of Chicago. “At one of our events, our previous director, Jim Cuno, even helped pass out tea and greeted visitors who queued up to get into the museum.”
“I spent a lot of time talking to visitors on line for the Vermeer show in the ’90s, because I would be relaying information to the press,” says Deborah Ziska, chief of press and public information at the National Gallery of Art in Washington, D.C. “I was always going out and asking, ‘What time did you come here? How long have you been on line?’ Then I would tell that to the papers, so visitors would know how long a wait to expect.”
“People like to see that you have a system going,” adds Lynn Parrish, assistant director of visitor services at the Museum of Modern Art in New York. “They want to see that you’re organized, and that they’re all being treated the same way. When we have a line outside on the sidewalk, for example, we post staff at various points.” And that can mean a serious number of personnel devoted to one exhibition. For the Met’s McQueen retrospective, Holzer says, “between visitor services and security, we had at least 40 to 50 people working all the time.”
No matter how meticulous the advance planning, museums can’t always predict which shows will be megahits or whether the galleries will provide enough room for uncrowded viewing. For the exhibition devoted to filmmaker Tim Burton at MoMA two years ago, “we were caught off guard,” confesses Parrish. “As the show grew in popularity, things got kind of crazy.” When controlled entry, letting visitors in a few at a time, turned out to be insufficient, the museum turned to a timed-ticket system. Before “Matisse: Radical Invention, 1913–1917” opened, the museum fully expected the show to draw record numbers, and yet the sixth-floor galleries turned out to be spacious enough to see the work comfortably even at peak hours. “The challenge is a big artist in a small gallery,” Parrish says, “and that’s where you have to think about crowds and how you will deal with them.”
“At the New Museum, the response to the Carsten Höller exhibition was unprecedented and largely unexpected,” says Karen Wong, the museum’s director of external affairs. The survey of works by the German entomologist-turned-artist, this past fall and winter, included some unusual showstoppers: a 102-foot slide that corkscrewed down two stories, a sensory-deprivation tank where visitors could float in salt water, and an installation of flashing lights that supposedly induced hallucinations. “The sheer scale and constancy of the attendance surge—which included not only our core visitors but also a large new audience—was way beyond what we imagined.” As a result, staffers had to handle exigencies more typical of a hotel than a museum. “The demand for the supply of slippers, robes, and towels that visitors needed, which required laundering and constant replenishing, greatly exceeded what we anticipated,” notes Wong. To cover the tab, the museum raised the cost of regular admission from $12 to $16. The price hike wasn’t permanent—it has since dropped to $14—but it showed, Wong says, “how increased resources can translate into improved customer service.”
However, a big turnout can sometimes translate into lower ticket prices. For last year’s exhibition “Impressionist and Post-Impressionist Masterpieces from the National Gallery of Art,” the Museum of Fine Arts, Houston, promoted a limited-time two-dollar discount on tickets for lower-traffic slots on Tuesdays and Wednesdays. “Those tickets sold well, and as a result high-traffic days weren’t oversubscribed and less-popular time slots were filled more than they might have been,” says Jennifer Garza, director of membership and guest services at the museum.
One great boon for museums sponsoring heavily attended blockbusters has been the number of memberships sold. More than 23,000 people purchased memberships to the Met during the run of the McQueen show, allowing those visitors to skip the line. (Another 17,000 paid $50 to see the exhibition during its last eight Mondays, when the museum is normally closed.) Similarly, MoMA sees its memberships soar when it implements timed ticketing. “We let members go any time they want to when there’s a timed-ticketed show,” says Parrish, “which is good and bad because it creates a variable—you don’t really know what’s going to happen. You might have a hundred members per half hour with their guests, or you might have 15 members.”
But blockbusters can also bring headaches in the form of ticket scalping. During the recent major exhibition of works by Leonardo da Vinci at the National Gallery in London, websites like eBay had tickets priced as high as £400 (about $628) when the regular charge was £16 ($25) per person. The National Gallery in Washington, D.C., faced similar problems for two of its biggest hits, “Johannes Vermeer,” in 1995, and “Van Gogh’s van Goghs,” in 1998. Museum passes, which are free, “were going for more than Redskins tickets at the time,” says Ziska. “A lot of homeless people would get on line for passes and then go off and scalp them.”
Museum personnel encounter other possibly devious tactics used to slip into popular shows. “You’d get calls from people who would give you these stories and you just don’t know what to think,” says Ziska. “‘My mother has cancer, and this is her last wish. Can you please get us in?’ Sometimes you don’t know what to say, but you try to believe them, to be sympathetic.”
Of course there are things visitors themselves can do to make a museum trip more pleasurable, no matter how packed the galleries. After newspaper reports of “gallery rage” at Tate Modern last year, Tim Dowling, a columnist for the Guardian, offered a set of cheeky-but-practical tips for making the most of the blockbuster experience. Go early or late, he advised, and tour the show nonsequentially, since “visitors tend to bunch up at the first few works of art.” Skip the audio tour for the same reason, and wear a high-visibility vest: “It makes you look official; people will be afraid to jostle you.” He even suggested forgoing the crowd-pleasers entirely. “Cultivate a taste for the overlooked, the offputting, the little understood and the poorly reviewed.”
Ann Landi is a contributing editor of ARTnews.