Chapter 3 (Part 6): Private Collector Museum Conclusions

“If you look at history, too many great collections ended up in storage and not being shown.”[i] – Eli Broad

The Great Tactician.

Eli Broad, like Alice Walton, the Fishers and George Lucas, has a long history with the city in which he practices his “venture philanthropy.” Broad was not born in Los Angeles, but like the Fishers in San Francisco, he has a long involved history with existing arts and cultural institutions. He has sat and currently sits on the boards of many art museums. Like the Fishers, Lucas and Walton, his decision to build a museum to house his art collection is motivated (partially) by his commitment to his city. But Broad is also doing something in addition to what the Fishers, Lucas and Walton did with their museums; he is utilizing his museum project as leverage for further economic growth. Sure Walton sees Crystal Bridges as having a positive economic effect on Bentonville, but there is nothing in Bentonville: Crystal Bridges is the local economy. Broad is building his museum, not in a rural city, but in the second-most highly populated city in America. Los Angeles already has the strongest brand of any city in the world, and an existing diversified economy. Sure, part of Los Angeles’ economy depend on arts and culture, but it arguably has plenty of existing organizations and venues. If Eli Broad had attempted to build his museum in a place like San Francisco, he might have come up against more public opposition as did the Fishers and Lucas.

Chapter 3 (Part 5): The Lucas Cultural Arts Museum

“I thought a museum was a concept that people already bought into about 200 years ago. They’re having us do as much work as we can hoping that we will give up. […] They hate us.” – George Lucas

Like the Fishers, filmmaker George Lucas wanted to build a museum in San Francisco’s Presidio. Lucas wanted to bring his Lucas Cultural Arts Museum to Crissy Field – a beach-front portion of the Presidio National Park with killer views of the Golden Gate, Alcatraz, and the Bay. Lucas must be reading Eli Broad’s museum-building playbook: After Lucas’s proposal was rejected he threatened to take his museum and collection to another city. Will billionaire Lucas get what he wants by leveraging cities against one another? Remember those sweet deals Santa Monica and Beverly Hills offered Eli Broad when he was “considering” them instead of Downtown for his museum? We know how that turned out.

Lucas with Rockwell’s “Shadow Artist.”

Lucas was making plans for his museum in 2009, but didn’t make a formal proposal until the Presidio Trust, which oversees and maintains the Presidio, sent out an RFP for the Crissy Field location. By March of 2013 16 proposals had been submitted, and by September those had been narrowed to three including Lucas’s museum. Lucas’s proposal was for a new Beaux-Arts-style museum to house his collections of illustration (lot of Norman Rockwell) and film ephemera (heard of Star Wars?). Lucas was willing to spend $700million: $300M for construction and $400M to endow it–he was good for it too, having sold the Star Wars franchise and Lucasfilm to Disney in 2012 for $4.05 BILLION dollars…

Chapter 3 (Part 4): The Fishers & San Francisco

“We don’t have a lot of choices about what to do with the art if you want someone to see it. You can’t make a deal with a museum to guarantee that the public sees it.”[i] – Donald Fisher, 2007

Donald and Doris Fisher founded the retail giant the Gap in 1969 in San Francisco, California. The success of their company allowed the Fishers to amass a contemporary art collection of more than 1,000 works from more than 185 artists. The Fishers’ commitment to contemporary art was also philanthropic: both Donald and Doris sat on the board of the San Francisco Museum of Modern Art (SFMOMA) and the couple often lent large selections of their collection to the museum.

Despite the Fishers involvement at SFMOMA, and because of sentiments as in the above quotation, in 2007, the Fishers announced plans to build an independent museum venue in the city to house their collection. The Fishers desired to build a 100,000-square-foot museum in the historic Presidio area of San Francisco, which once served as a military base but is now a national park, and is home to some of the oldest buildings in the city.[ii] The estimated cost of the project was never given, but the Fishers planned on establishing a family trust, which would donate the funds for the construction of the building, and which in the future would be entrusted with operating the museum and conserving the collection. The museum was to be called the Contemporary Art Museum of the Presidio, or CAMP. “I want to have a little curatorial fun while I’m living,”[iii] said Donald Fisher, hoping the museum might open by 2010. The project was contingent on the approval of the board of the Presidio Trust, the organization which oversees the Presidio—a board that Donald Fisher had once sat on.

CAMP Rendering: We want more red tile!

The public immediately disliked the project.[iv] The vocal historic preservationists of San Francisco were outraged, of course. The modern, glass-dominated architecture presented in renderings was criticized for being insensitive and out of touch with the existing structures of the Presidio. Some complained about the usage of public parklands being given over to private interest, some questioned if the museum project was even legal usage of national parkland. Still others brought up the most pertinent question: why would the Fishers (long-time supporters of SFMOMA) introduce a competitor institution to San Francisco, instead of donating the collection (or a portion of it) to the existing SFMOMA? The argument for CAMP made by few was that a culture capital like San Francisco could surely do with more venues for the arts and culture.

Chapter 3 (Part 3): Alice Walton & Crystal Bridges

“I’m Alice Walton, bitch.”[i] – Alice Walton, 2007

“There is a lot that horses and art share in common.”

Alice Walton is the youngest daughter of Sam Walton, founder of Wal-Mart.  She was raised in Bentonville, Arkansas—also the location of the first Wal-Mart, and where Wal-Mart corporate headquarters is located.  In the past decade Walton has been on a shopping spree of American art, from colonial to contemporary.[ii]  The spree was fueled by her philanthropic project, the Crystal Bridges Museum of American Art (she chose the name), also in Bentonville, a city with a population of 35,000.  The cost for the project is unknown, but art blogger Lee Rosenbaum (CultureGrrl) investigated the museum’s 990s and revealed that between 2005 and 2010, the museum spent $508.57 million in “expenses for charitable activities”[iii]—an intentionally vague category.  These activities most like are the acquisition of art but also the design and construction of the museum by architect Moshe Safdie.

Chapter 3 (Part 2): Global Survey of Private Collector Museums

“In China alone over 100 museums will be built over the next decade.”[i]

What follows is a global survey of private collector museums meant to illustrate the spread of the Bilbao Bug and the various ways these public-private museum projects operate.

Let’s begin in a dark corner of the world, Tasmania: it is there eccentric collector David Walsh built the Museum of Old and New Art to house his collections of antiquities and contemporary art.  MONA is the largest privately funded museum in Australia with an $8 million annual operating budget.  The funding comes from Walsh and from businesses that share the sprawling Morilla estate with the museum.  A winery, brewery, restaurant and sexy boutique hotel all benefit from a micro Bilbao Effect, which in turn supports MONA.  Walsh does not view MONA as a philanthropic endeavor,[ii] nor does he “give a shit” about MONA’s economic impact.  How little shit he gives is revealed in the museum’s design: MONA is built into the side of a tidal river and will eventually crumble away due to erosion.  “In 50 years, there’s going to have to be a lot of money spent on Mona or it’s going to be underwater.”[iii]

So this is going to be washed away by the river in a few hundred years.