The New Detroit Institute of Arts (DIA) ~ One Year Later

Written by Jessie Heishman Sunday, 17 April 2011 22:07

Detroit, MI - Nearly a year ago the Detroit Institute of Arts (DIA) reopened with a new look and philosophy that was all about helping visitors make personal connections with the art. The resulting larger crowds, increased media attention, awards, and recognition by other museums are evidence that we're making that connection.  Annual attendance for the DIA averaged about 350,000 a year. But since last year's Nov. 10 gala grand opening, 532,273 visitors have explored the new DIA as of Oct. 26. Memberships are up by 23 percent, and there has been a significant increase in earned revenue from the Museum Shop, CaféDIA, group sales and third party events.

The six-year, $158 million, renovation and gallery reinstallation began in 2001, originally to make structural upgrades. Since this necessitated emptying the galleries and putting the art back when finished, Director Graham W.J. Beal saw this as a once-in-a-lifetime opportunity to rethink how the DIA presents its collection to the public, resulting in an unprecedented focus on the general museum visitor. Visitors can now find many more ways to engage with the art, as the DIA's renowned collection is presented in its historical, social, political, and spiritual contexts with improved labels, numerous interactive devices and a small number of high-tech, interpretive stations.

"Our goal was to engage visitors and help them find personal meaning in art," Beal said. "We broke with the time-honored and intellectually-based framework of art history and presented art in the context of the human needs it fulfilled. In the different kinds of labels and interactive stations, we avoid specialist terminology and employ straightforward language that directly connects the viewer to the art. Everywhere, we strove to give the visitor a sense of comfort and control."

The response to the new DIA has been overwhelmingly positive and enthusiastic. The comments below are typical of the feedback received from visitors.

"My wife and I took advantage of the free opening weekend at the DIA and were certainly glad we did," one visitor wrote. "In those three hours (of our visit), we only made it through the Native American, Asian, Egyptian and African-American wings. I say ‘only' because the way the museum has been redesigned we actually took the time to stop at all the piece explanations. For example, we had seen the piece Change Your Luck several times before, but until today had never truly understood the symbolism depicted in the painting. It goes without saying that we will be back, and we have also decided to purchase a companion membership this year."

Beal's peers in the art world have also reacted with enthusiasm. The Association of Art Museum Directors held its annual conference at the DIA in June, giving the museum an opportunity to showcase itself to more than 250 impressed museum directors and art scholars from the US, Canada, and Mexico. Beal received several letters from them following the meeting including one that read: "Congratulations on a phenomenal transformation of the DIA. It was a joy to see the new collection installations and interpretation. Well worth the wait."

The DIA has also gained recognition and interest from other fine arts museums. Several have visited and met with DIA staff to learn about the museum's innovative approach to reaching a broader spectrum of visitors. They were impressed with the level of planning, research and positive reaction from visitors, and have benchmarked the DIA for ideas to use in their own institutions. Among them are the Cleveland Museum of Art, Indianapolis Museum of Art, Philadelphia Museum of Art, Grand Rapids Art Museum, Dayton Art Institute, Art Gallery of Ontario, and the Cincinnati Art Museum.

The new presentation has also garnered a tremendous amount of media attention, locally, nationally and internationally. Among the media outlets that covered the new DIA are NewsHour with Jim Lehrer, the New York Times, Newsweek, the Chicago Tribune, Art in America, NPR and The Washington Post.

Director Beal is encouraged by the successful first year. "The responses to our museum's new philosophy have exceeded my expectations," Beal said. "We have a great success on our hands and we all look forward to building on it."

Hours and admission: 10 a.m. to 5 p.m. Wednesdays and Thursdays, 10 a.m. to 10 p.m. Fridays, and 10 a.m. to 6 p.m. Saturdays and Sundays. Admission is $8 for adults, $6 for senior citizens, and $4 for youth ages 6-17. DIA members are admitted free. For more information, call (313) 833-7900 or see the website at www.dia.org .