Redefining a museum's image

Sep 22, 2009 (Chattanooga Times Free Press - McClatchy-Tribune Information Services via COMTEX) -- MRSFF | Quote | Chart | News | PowerRating -- Shortly after Vilma Fields, who was director of the Chattanooga African-American Museum for 20 years, met Rose Martin almost 10 years ago, Mrs. Fields told the younger woman that she was going to follow her as that museum's director.

The late Ms. Fields' prediction came true in December 2007.

"Coming into the position, I noticed there definitely needed to be a lot more community engagement, a lot of changes in terms of scope for museum programs. I really wanted a strategic plan and (board chairman) Irvin Overton did also," Ms. Martin said.

The result of that plan will be unveiled Sept. 30. Most significantly, it will suggest the museum's name be changed to the Bessie Smith Cultural Center.

"Rose has been executive director less than two years and already she has made such a tremendous impact," said Karlene Claridy, museum patron. "She has been instrumental in bringing national traveling exhibitions to the museum. She led the project to change the name."

The CAAM manages the Bessie Smith Hall, both located within the building at 200 E. M.L.King Blvd. Ms. Martin said that more than 30,000 visitors passed through its doors in 2008.

"One of the things we have to do, is make a better connection between the people who use the facility for events and the museum's programs; let them know what the museum has going on," she said.

Why a name change?

I thought it made sense to use the Bessie Smith name because a lot of people didn't know where the Chattanooga African-American Museum was actually located. But when you started giving them directions, they would say, "Oh, you mean the Bessie Smith Hall."

The facility was basically branded anyway, and the Bessie Smith name has international recognition.

How will a name change enhance the museum/performance hall?

It's one facility, but clearly a lot of people don't recognize it as one entity. There is an effort to connect the whole program component and make sure everybody knows the relationship: That it is one facility, with one name that has different programmatic components.

What will take place Sept. 30?

That day there will be a reception. The strategic planner will come from Pittsburgh, Pa., and do a presentation outlining the entire process -- how we started, what the process entailed, the focus meetings and the data that was collected from research and surveys. She worked with our board to define priorities, and she'll talk about those strengths and weaknesses.

After this roll-out, what's next?

We'll begin implementation of the strategic plan. There are a lot of recommendations that will help us to be more effective in our program delivery. But of course with most changes that address quality, there are dollar costs attached. So we'll have to work in phases.

To see more of the Chattanooga Times Free Press, or to subscribe to the
newspaper, go to http://www.timesfreepress.com. Copyright (c) 2009, Chattanooga
Times Free Press, Tenn. Distributed by McClatchy-Tribune Information Services.
For reprints, email tmsreprints@permissionsgroup.com, call 800-374-7985 or
847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group
Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.

More News:   Market Updates | Stock Alerts | All Trading News | Stock Index