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The Mint Museum's Board of Trustees approves five-year strategic plan

April 13, 2012

Museum charts ambitious course for 2016

CHARLOTTE, NC (April 13, 2012) - The Mint Museum has defined what its success will look like in five years. In a sweeping five-year strategic plan recently approved by its Board of Trustees, the museum adopted a new mission statement that outlines its role as an increasingly vital player on the national and international level. The new statement reads: “The Mint Museum is a leading, innovative museum of international art and design committed to engaging and inspiring all members of our global community.”

“The Mint’s new, enhanced mission invites and welcomes all of our community to engage with the museum in ways most relevant to them,” said Jay Everette, Wells Fargo’s senior vice president, community affairs manager and chair-elect of the Mint’s board of trustees. “Whether connecting through in-person or online education, visiting a compelling exhibition or attending a community event at one of our locations, the Mint is a resource for learning more about, and bringing meaning to, the world around us.”

In the five-year plan, the museum has set ambitious goals including:

  • Doubling annual attendance to 400,000 visitors, and increasing virtual visitors to 800,000 annually;
  • Launching an aggressive plan to strengthen the museum’s collections through the acquisition of significant works of art;
  • Increasing its digital reach, beginning with the launch of a new website in May;
  • Organizing at least two traveling exhibitions per year with national and international impact, and securing at least three highly significant exhibitions from elsewhere annually;
  • Tripling the number of museum members to 12,000 and increasing the number of individual investors by 50 percent;
  • Completing a feasibility study of the renovation and re-envisioning of the museum’s Randolph Road location, to include such factors as a North Carolina Pottery Research Center, classroom space, studios, a children’s center, and increased public access to the museum’s library.

“This plan is a broad, inclusive call to action and a statement of The Mint Museum’s commitment to the fundamental relationship between artistic expression and community,” said Dr. Kathleen V. Jameson, President & CEO of the Mint. “All of the museum’s resources must be employed in service to the community, for The Mint Museum is a vital cultural resource for the region, and this plan charts our course.”

Over the course of the past year, museum staff, volunteers, and community leaders have worked together, in consultation with the Center for Intentional Leadership, to outline four strategic pillars to undergird the plan: amplifying the museum’s community relevance; strengthening the museum’s permanent collections and exhibitions; increasing learning and engagement opportunities throughout the region; and focusing on long-term sustainability. In addition, three overarching goals of improved technology, communication, and service are woven throughout the plan.

Employees, volunteers, and museum affiliate groups outlined dozens of specific tactics they will employ in support of the goals and strategies. Progress will be measured by such performance indicators as attendance, visitor surveys, increased participation in educational programs, and increased giving to the museum.

Many of the goals will be accomplished by refocusing existing resources, but others will require new forms of investment. The plan incorporates key planning and assessment strategies to determine the scope of critical priorities outlined by the museum.

“The museum must continue to build its collections, resources, support, and infrastructure to achieve national prominence as a center of excellence and inspiration,” said Jameson. “The arts increasingly play a critical role in the ‘creative economy’ and in cultural tourism, contributing to economic development and a high quality of life. The Mint Museum will play a leading role in this crucial aspect of our dynamic and changing environment with this pragmatic, thoughtful plan for sustainable growth.”

Added Richard T. “Stick” Williams, the Mint’s board of trustees chair and president, Duke Energy Foundation: “The Charlotte region has provided an extraordinary new uptown facility to The Mint Museum, and we must deliver excellence in return. This strategic plan is just the road map we need to accomplish that.”

Copies of the complete plan, and interviews with Dr. Jameson, are available upon request. 

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