THE CLEVEL AND MUSEUM OF ART

MAKING ART MATTER

A STRATEGIC FRAMEWORK FOR

OUR SECOND CENTURY

COMPLETE PLAN

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 CONTENTS
4 Letter from the Chair of the Board and Chair of the Board
Strategic Planning Committee
6 Letter from the Director
10 Vision, Mission, and Promise
12 Organizational and Leadership Values
14 Strategic Planning Framework
16 Plan Summary: Art, Place, Audience, Resources, and Organizational Culture
23 Measures of Success

STRATEGIC PLAN 2018–2027

24 ART
26 The Collection
29 The Galleries
31 Special Exhibitions
33 Interpretation

34 PLACE

40 AUDIENCE
42 Engaging Audiences
46 Creating and Leveraging Partnerships
48 Communicating with New and Existing Audiences

50 RESOURCES

56 ORGANIZATIONAL CULTURE

61 Budget and Human Resource Implications
62 The Process
65 Acknowledgments

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 FROM THE CHAIR OF THE BOARD PL AN SUMMARY: AUDIENCE
AND CHAIR OF THE BOARD
STRATEGIC PL ANNING COMMITTEE We will make art come to life for the benefit of all the people,
embracing an audience-centered approach to everything we do,
and growing and diversifying our audience locally, regionally,
and globally.

Increase annual attendance to 1 million on-site and 5 million

Dear Friends of the Cleveland Museum of Art, virtual visits

Implement innovative new approaches to the visitor experience,

On behalf of the Board of Trustees, we are pleased to present the Cleveland
Museum of Art’s 2018–2027 Strategic Plan. deepening engagement and highlighting the relevance and
importance of the CMA’s collection
The plan is built on three key elements: Art, Place, and Audience. Crucially,
these three essential drivers must be enabled by the support of two organiza-
tional dimensions: Resources and Organizational Culture. While there are many Diversify our audience, ensuring that the CMA is welcoming
frameworks we could have developed, we believe that these five dimensions best and accessible to all, and that its visitorship mirrors the
capture our ambitions, opportunities, and challenges over the next ten years. We
hope it resonates for our many friends as it does for us. demographics of our region

By design and difficult choices, the plan does not, and could not, reflect every
good thought contributed by the many participants in the planning process.
Be a teaching museum for audiences of all ages, establishing the
Throughout, we felt it was crucial to be appropriately ambitious, yet sufficiently CMA as a leading institution for object-based learning
focused for us to actually follow through in a meaningful manner. For those who
do not find explicit mention of their favorite initiatives, we hope that you will not
Take play seriously, creating dynamic pathways for lifelong
be too disappointed, but understand the hard choices that must be made against
a backdrop of finite resources. relationships with art
Finally, we know with certainty that the future is uncertain. Undoubtedly, this
plan will need to adjust and evolve as the environment, both inside and outside Build on the success of the museum’s interactive ArtLens Gallery
the museum, continues to change. In fact, a sign of a healthy plan will be its con- to engage and inspire new generations
tinued change and growth as circumstances suggest over time.

As we enter our second century, with the completion of our incredible building Meet our audiences where they are, working with community
renovation and expansion, we look ahead to an exciting future for the Cleveland partners to leverage our extended campus
Museum of Art. Shaped and led by our dedicated and talented staff, we will vig-
orously pursue our vision of being a global leader among museums, while never
forgetting our founders’ direction that the museum should be “for the benefit of Strengthen our brand identity, creating greater visibility and
all the people forever.” awareness
This plan represents the culmination of nearly a year of work among the mu-
seum’s management team, Board of Trustees, supporters, community mem-
bers, and partners. While the work was not always easy or without detours, it is
exactly these challenges which bolster our confidence that this plan is right for
our museum.

Thank you for your support of the Cleveland Museum of Art.

Peter E. Raskind, Chair, Board of Trustees

Scott C. Mueller, Chair, Board Strategic Planning Committee

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 FROM THE DIRECTOR
For more than a hundred years, the Cleveland Museum of Art has been a
cornerstone of its community and a leader among arts institutions nationwide.
The museum’s recent physical expansion, world-class collection, outstanding
staff, and generous supporters have positioned it for a second century of
solid growth.

The environment in which museums operate has changed, however, and those
changes have brought with them formidable new challenges. The market for
outstanding works of art is very different today from that in which the museum
assembled its collection, colossal prices having eclipsed our former preeminence
in this domain. Audiences are skewing older, and it is imperative that the
museum adopt new strategies to engage younger visitors and underserved
communities. Traditional methods of display and interpretation, which pre-
suppose a degree of familiarity with the broad outlines of art history, no
longer resonate with many current and potential visitors.

This plan—the outcome of almost a year of substantive conversation among

trustees and staff, as well as with external stakeholders—articulates the
museum’s response to the opportunities and challenges that lie ahead of us.

It lays out new approaches to the acquisition, care, exhibition, and interpretation
of the works of art we hold in public trust.

It formulates a series of initiatives through which the museum will leverage

the power of place to deepen visitors’ engagement with art and culture. New
strategies will maximize the impact of our extended campus, ranging from our
historic main building and adjacent Fine Arts Garden to a new public park just
to the west of the museum; the property formerly occupied by the Cleveland
Institute of Art, which we now own with our long-standing partner Case
Western Reserve University; our Community Arts program, with its
headquarters on Cleveland’s near west side; and the Transformer Station,
a promised gift to the museum from the Bidwell Foundation.

Perhaps above all, the plan focuses on ways to make art meaningful to all
audiences: new and existing, nonspecialist and scholarly, young and old,
traditional and nontraditional, regardless of whether they are already familiar
with art or art museums.

Finally, it addresses ways that we will strengthen our financial position while
enhancing the organizational culture that lies at the core of our success.

Our second century has immense potential. It is incumbent upon us all to ensure
that the Cleveland Museum of Art remains not only one of the world’s great
museums but also a beacon, facilitating access for all those in Northeast Ohio
and beyond to the history of the human experience as it is expressed
through art.

William M. Griswold, Director and President

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 VISION, MISSION, AND PROMISE

OUR VISION
To be a global leader among museums.

OUR MISSION
The Cleveland Museum of Art creates
transformative experiences through art,
for the benefit of all the people forever.

OUR PROMISE
The Cleveland Museum of Art offers
dynamic experiences that illuminate the
power and enduring relevance of art in
today’s global society. The museum
builds, preserves, studies, and shares its
outstanding collections of art from all
periods and parts of the world, generating
new scholarship and understanding,
while serving as a social and intellectual
hub for its community.

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 OUR ORGANIZATIONAL VALUES

The mission, values, and goals of the

museum will be at the forefront of all our
decisions and will be the guidepost for
allocating our resources.

Be a community anchor and a beacon for the visual arts.

Build an audience-centered culture.

Seek knowledge and generate new scholarship in the service of humanity.

Recognize and celebrate the value of diversity.

Be a strong and reliable partner, and cultivate collaborative relationships.

Embrace thoughtful risk-taking and experimentation.

Communicate openly and hold ourselves accountable to one another,

our supporters, and all our audiences.

OUR LEADERSHIP VALUES

We will lead by example and always be
guided by the museum’s mission.

Lead with courage tempered by humility.

Be responsive, and listen and communicate clearly and consistently. 

Be transparent about our decisions and committed to fairness

and accountability.

Value constructive inquiry and embrace diversity of thought.

Honor dedication and diverse expertise, and value collaboration.

Encourage innovation and make room for risk-taking.

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 MAKING ART MATTER:
STRATEGIC PL ANNING FRAMEWORK

The museum brings

together art, place, and
audience to create
engagement and inspire
wonder. The goals of
the plan are designed to
activate each of these three
essential components of
the museum experience,
as well as to strengthen
the financial underpinnings
and organizational culture
of our institution.

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 PL AN SUMMARY: ART

Guided by the CMA’s historic commitment

to artistic excellence, we will amplify the
impact of our permanent collection and
create new models for the acquisition,
exhibition, and interpretation of
outstanding works of art.

Expand free public access to masterpieces of historic and

contemporary art, partnering with collectors locally and outside PL AN SUMMARY: PL ACE
our region to secure the gift and promised gift of major works
that will meaningfully enhance the CMA’s collection
We will use the power of place to help our
Advance the museum’s leadership position as an organizer of
internationally important exhibitions, with annual exhibition
audiences—wherever they live—to engage
attendance increasing to 300,000 with and find meaning in our global
collections. Leveraging our extended
Activate the permanent collection galleries with major loans and campus, while expanding our presence
new interpretive approaches, highlighting the relevance of art
by making connections with issues and events that resonate with
through new digital initiatives, we will
today’s audiences extend our reach, impact, and reputation.

Enliven the Ames Family Atrium and our extended campus

with site-specific commissions, performance art, and musical Activate the CMA’s entire campus, extending the museum’s
performances featuring newly commissioned works welcome beyond its walls to the Fine Arts Garden and Nord
Family Greenway

Introduce an outdoor gallery experience with the creation of an

integrated sculpture garden

Establish a new Community Arts Center, transforming the

museum’s Community Arts workspace into a publicly accessible
facility with programs to engage a range of audiences, taking full
advantage of its location on Cleveland’s near west side

Strengthen the museum’s community connections in dynamic

partnership with the Transformer Station

In partnership with Case Western Reserve University, construct a

building on the former Cleveland Institute of Art property on East
Boulevard to provide a locus for programs connected with the
CMA’s multi-faceted partnership with CWRU

Build on the museum’s leadership position as a developer of

groundbreaking digital experiences, amplifying the CMA’s reach
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 PL AN SUMMARY: AUDIENCE

We will make art come to life for the

benefit of all the people, embracing an
audience-centered approach to everything
we do, and growing and diversifying our
audience locally, regionally, and globally.

Increase annual attendance to 1 million on-site and

5 million virtual visits

Implement innovative new approaches to the visitor

experience, deepening engagement and highlighting the
relevance and importance of the CMA’s collection

Diversify our audience, ensuring that the CMA is

welcoming and accessible to all, and that its visitorship
mirrors the demographics of our region

Be a teaching museum for audiences of all ages,

establishing the CMA as a leading institution for object-
based learning

Take play seriously, creating dynamic pathways for

lifelong relationships with art

Build on the success of the museum’s interactive ArtLens

Gallery to engage and inspire new generations

Meet our audiences where they are, working with

community partners to leverage our extended campus

Strengthen our brand identity, creating greater visibility

and awareness

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 PL AN SUMMARY: RESOURCES

We will deliver on our mission and promise

by increasing our capacity, expanding
philanthropic investment in the CMA, and
broadening our base of community support.
Strengthen relationships, deepening member engagement and
amplifying the stewardship of donors

Increase endowment to $1.25 billion through philanthropy, legacy

giving, and investment growth

Double community support to $15 million per year through expanded

membership and annual giving

Elevate partnership opportunities with individuals and corporations

both locally and outside our region

Maximize opportunities for earned revenue from retail, events, and

other business units

Plan and execute a comprehensive campaign to secure leadership

investment in strategic initiatives PL AN SUMMARY: ORGANIZATIONAL CULTURE
We will create a diverse and inspiring
workplace, encouraging innovation and
collaboration.
Achieve greater diversity among both staff and volunteers to
create a more inclusive workplace

Invest in people to attract and retain talented and accomplished

staff at every level

Clarify and strengthen organizational structure, teamwork,

decision-making, and accountability to support the realization of
strategic goals

Attract and engage highly dedicated volunteers to help deliver on

our mission and promise

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 MEASURES OF SUCCESS

By 2027 . . .
ART ACQUISITION

Augment the collection with the purchase, gift, and bequest of works of art
valued at $1 billion within the next ten years

PLACE

Within five years, maintain four active sites: the museum, Fine Arts Garden,
Community Arts Center, and Transformer Station

Within ten years, create a fifth: a dynamic new educational facility operated
jointly with CWRU

AUDIENCE AND ENGAGEMENT

Increase number of on-site visits from 630,000 to 1 million annually, of which

300,000 will be to special exhibitions

Increase number of virtual visits from 1.5 million to 5 million annually

Ensure at least 90% of all visitors are satisfied or very satisfied with the
overall museum experience

REVENUE

Increase endowment to $1.25 billion

Double annual contributed revenue from $7.5 million to $15 million

Double annual earned revenue from $1.2 million to $2.4 million

ORGANIZATIONAL CULTURE

Improve employee satisfaction to 90%, becoming one of Northeast Ohio’s Top

Workplaces

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 ART

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Guided by the museum’s long-standing Strategy 2: Expand public access to the collection, both within the
museum and beyond its walls.
commitment to artistic excellence, we
will amplify the impact of our permanent OBJECTIVES
collection and create new models for the 1. Create an art study room that enables visitors to contemplate great works of
acquisition, exhibition, and interpretation art up close in a manner distinct from the experiences we offer in the galleries.

of outstanding works of art. 2. Expand and maintain digital resources related to the museum’s collection,
making it fully accessible to global audiences.

I. THE COLLECTION
Strategy 3: Enhance the museum’s ability to care for the
The collection is our greatest asset and the indispensable collection, as well as to contribute to, teach, and share best
foundation for everything else we do. We will expand access to practice in conservation, in order to secure the CMA’s leadership
great works of art for all audiences. position in the preservation and treatment of a range of
works of art.

Strategy 1: Create a new model for building the collection, OBJECTIVES

including but not limited to engaging collectors outside 1. Ensure that the Conservation Department has expertise in every area in which
Northeast Ohio. the museum collects.

2. Establish an analytical lab in order to augment the CMA’s capacity to conduct

OBJECTIVES meaningful research that will provide scientific data concerning methods,
materials, and processes.
1. Actively cultivate collectors within and outside our region, establishing a
national or international council of collectors and donors, and leveraging the 3. Increase public awareness of conservation through exhibitions and programs.
museum’s unique resources to secure the gift and bequest of exceptionally
important works of art.

2. Bolster the museum’s capacity to participate in the competitive marketplace Strategy 4: Promote a culture that advances the understanding
for great works of art, pursuing strategies to generate additional funds for the
purchase of major objects, in order to ensure expanded public access to mas- and appreciation of the museum’s collection through the
terpieces of art from every period and culture. generation of new scholarship.
3. Reformulate the museum’s Accessions Advisory Committee, creating a new
high-level donor group to help support acquisitions. OBJECTIVES
4. Develop and implement a flexible strategy to facilitate the acquisition of works 1. Institute a program of limited-term, multi-year research assistantships to sup-
by emerging artists, thereby providing a more comprehensive overview of port exhibition development, collection-based research, and other curatorial
contemporary practice. efforts.
5. Prioritize diversity in the museum’s strategy for building its collection, 2. Explore real and virtual opportunities for convening scholars to lend their
addressing issues of relevance for all audiences. specialized expertise to the creation of new scholarship on the collection.
(See also AUDIENCE.)

3. Prioritize the dissemination of new research through print and online

publications.

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Strategy 5: Optimize management of the collection to enhance II. THE GALLERIES

efficiency and make the collection more accessible to museum
visitors as well as global audiences. We will activate the galleries dedicated to the museum’s
permanent collection, expanding access to the works of art we
hold in trust for the public, and inspiring visitor engagement with
OBJECTIVES
objects from diverse periods and cultures.
1. Explore new methodologies for tracking the movement of objects, enabling
more efficient changes in the galleries and less burdensome loans to other
museums. Strategy 1: Continuously refresh and enliven the museum’s
2. Address pressing on- and off-site art storage needs to allow for the growth of galleries, systematically introducing new works, themes, and
the collection. interpretive approaches to engage visitors with the art of periods
and schools they might otherwise overlook.

Strategy 6: Augment the capacity of the Ingalls Library and OBJECTIVE

Museum Archives to support the study, understanding, and
1. Devise juxtapositions, interventions, installations, and programs that explore
appreciation of the CMA, its collection, and the history of art and relationships among different parts of the collection.
culture in Northeast Ohio.

OBJECTIVES Strategy 2: Help visitors discover the relevance of the entire

1. Secure the Ingalls Library’s position as a leading art research library, expanding collection, nimbly crafting installations that make connections
its collection and enhancing its capacity to support scholarship on the part of with events and issues that impact people’s lives.
our staff, as well as the needs of visitors from around the world.

2. Develop and implement plans to increase access to library and archival

collections through the digitization of important published and unpublished OBJECTIVE
materials. 1. Connect the CMA’s collection to current world events, everyday life, and uni-
3. Replace the museum’s outdated ILS with one that supports internal processes versal experiences, developing installations and interpretive approaches that
and efficient public access to library resources. emphasize the ongoing relevance of the museum’s entire collection, including
art from earlier civilizations and unfamiliar cultures.
4. Create a dynamic social-media plan to promote the Ingalls Library and
Museum Archives to attract wider audiences.

5. Be a leader among museums in the field of provenance research.

Strategy 3: Bring to Cleveland major works from other
museums, using individual loans and provocative juxtapositions
that animate, elevate, and transform the installation of the
permanent-collection galleries.

OBJECTIVE

1. Regularly incorporate major individual loans (“guest stars”) into the installation
of the museum’s permanent collection galleries, introducing Clevelanders to
works of art that the museum cannot own but which have the capacity
to elevate the installation of its galleries, telling stories the existing
collection cannot.

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Strategy 4: Develop and implement a plan to refresh two to five III. SPECIAL EXHIBITIONS
galleries each year in order to enhance the installation of the
permanent collection, incorporate new acquisitions and new Thematic exhibitions engage the public and tell stories that the
interpretive strategies, and position the museum as a dynamic galleries dedicated to our permanent collection cannot. They
and ever-changing institution. draw new audiences to the museum, while advancing scholarship
in the history of art.
OBJECTIVES

1. Determine the galleries most in need of reinstallation, analyze the scope of

each project, and refurbish and/or reinstall two to five galleries every year. Strategy 1: Work with partner institutions to organize, co-
2. Develop a comprehensive plan to maximize the visibility and impact on the organize, or bring to Cleveland outstanding exhibitions, with the
public of changes in the permanent collection galleries. Formulate and execute understanding that each major loan show must excite a broad
marketing and communications strategies, associated educational and public audience, advance scholarship, and shine a spotlight on our
programs, and donor events, as appropriate.
museum and our city.

OBJECTIVES

1. Advance the museum’s stature as a premier producer, partner, and venue for
major international loan exhibitions.

2. Clarify and, as needed, enhance the museum’s internal exhibition planning

processes, promoting more effective collaboration around each project from
ideation through deinstallation.

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Strategy 2: Enliven the Ames Family Atrium and other spaces (possibly IV. INTERPRETATION
including the entrance tunnel; see also PLACE) with site-specific
commissions and a regular program of performance- and time-based It is the role of the museum to make its collections and
media work, as well as work that explores the intersection of music and exhibitions relevant and exciting to a broad audience, and to
the visual arts. enhance visitors’ understanding of art from all periods and
cultures.

Strategy 3: Evaluate the feasibility of a museum-led public-art

initiative and, if feasible, implement a program of site-specific work, in Strategy 1: Develop new strategies to encourage audiences to
partnership with other stakeholders. create meaningful engagement with the CMA’s collection.

OBJECTIVES
Strategy 4: Organize long-lead conversations with cultural partners
1. Craft new interpretive approaches tailored to each collection area to illumi-
throughout the city to amplify the impact of CMA exhibitions through nate the diversity and global breadth of the collection.
joint programming and cross-promotion.
2. Craft new interpretive approaches calibrated to reach the broadest possible
audience, integrating multiple perspectives to achieve a more inclusive visitor
experience.
3. Maintain our position as a world leader and trailblazer in the intersection of
art and technology by using cutting-edge technology in groundbreaking,
awe-inspiring ways.

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 PL ACE

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 PL ACE PL ACE

We will use the power of place and the Strategy 3: Transform the Community Arts workspace on
Cleveland’s near west side into a publicly accessible Community
boundless realm of the virtual world to
Arts Center offering art-making experiences and other programs
help visitors engage with our global to engage new audiences. (For associated programming, see
collection throughout the multiple sites AUDIENCE.)
that comprise our physical campus as
well as our online presence. OBJECTIVE

1. Integrate the Community Arts program into the museum’s broader efforts in
the community, transforming its off-site headquarters into a vibrant public
Strategy 1: Create a welcoming visitor experience through facility.
strategic improvements to the museum’s buildings and grounds.

OBJECTIVES Strategy 4: In collaboration with Case Western Reserve University,

develop plans for the former Cleveland Institute of Art property
1. Create a positive first impression and ensure the museum is welcoming and
easy to navigate upon arrival, through meaningful enhancements to the park- to house the CMA/CWRU Keithley Institute and other museum
ing garage, entrance tunnel, and south entrance of the 1916 building. and university programs (planning to be finished by the end of
2. Renovate the Marcel Breuer North Lobby to address current visitor needs and 2023, with construction by the end of 2027; see also AUDIENCE).
to beautify one of the museum’s most architecturally significant public spaces.

3. Evaluate use of space throughout the museum, identifying current and future OBJECTIVES
requirements and addressing front- and back-of-house issues in all areas,
including parts of the museum open to the public, staff offices, and on- and 1. Develop and implement plans to demolish the existing structure and reconfig-
off-site storage; implement desired improvements. ure the site for interim use by CWRU and the museum.

2. With CWRU, develop the program for a new facility to house the CMA/CWRU
Keithley Institute, and possibly the Baker-Nord Center for the Humanities, as
well as associated functions and other appropriate museum and university
Strategy 2: Activate the Fine Arts Garden, Nord Family Greenway, activities. Possibilities include but are not limited to:
and areas near Doan Brook through dynamic programs that • Reading room, and library and archives collection storage
engage new and existing audiences, providing an entry point for
• Classrooms for courses taught by CMA staff and CWRU faculty
a deeper relationship with the museum.
• Offices and collaborative workspaces for faculty, staff, and students

OBJECTIVES • Publicly accessible gallery space

1. With input from the community, develop a Grounds Master Plan to support the • Studio, office, and residential space for visiting artists and research fellows
activation of all outdoor spaces including the Fine Arts Garden and lagoon, as
well as the areas adjacent to Doan Brook and the Marcus Hanna monument, • Public café, perhaps with an outdoor seating area
and the lawns to the north, east, and west of the museum. 3. With CWRU, engage a planning architect to establish the specifications of the
new facility.

4. Form a committee composed of representatives of the CMA and CWRU to

select a design architect, and commence fundraising in anticipation of
construction.

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 PL ACE PL ACE

Strategy 5: Extend the museum’s reach through dynamic public

programs at the Transformer Station. (See also AUDIENCE.)

Strategy 6: Capitalizing on the museum’s position as a leader in the

creation of digital experiences, create a virtual place to extend the
CMA’s reach and global reputation. (See also AUDIENCE.)

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 AUDIENCE

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 AUDIENCE AUDIENCE

We will make art come to life for the Strategy 2: Create pathways for lifelong relationships with the
Cleveland Museum of Art through welcoming experiences and
benefit of all the people forever by
innovative, high-quality programming that appeals to families,
embracing an audience-centered young professionals, new audiences, and seasoned museum
approach to all that we do. visitors of all ages.

OBJECTIVES
I. ENGAGING AUDIENCES
1. Ensure that each program creates a connection and provides a path of
continued engagement that aims to inspire, transform, and transcend
We will embrace an audience-centered approach in everything experiences with art.
we undertake, creating a brave space that uses art to empower
2. Program to engage new audiences, so that visitor demographics more closely
people to share and develop new ideas and perspectives. We will mirror the demographics of our region.
create experiences that spark a connection and establish life-
3. Take play seriously. Building on the success of Parade the Circle, MIX, and
long relationships with the museum. We will reach new audiences Solstice, host new social events that engage audiences across demograph-
and deepen visitors’ experience by 1) creating new points of ics, spark the imagination, provoke inquiry, and create dynamic connections
connection, 2) inspiring participation, 3) transforming audiences’ between visitors, the museum, and works of art.
understanding of the artistic legacy of humankind, and 4)
transcending preconceived ideas about the relationship between
life and art. Strategy 3: Be a leading venue for artistic and cultural exchange
by developing, piloting, and implementing innovative programs
and interpretive strategies that use the collection as a lens
Strategy 1: Put the visitor experience first by ensuring that through which to understand today’s world.
each point of contact is clear and positive—from marketing and
communications to wayfinding, information and ticketing desks, OBJECTIVES
gallery experiences, and program participation.
1. Clarify and significantly improve the museum’s process for planning, produc-
ing, and assessing the success of relevant and innovative public programs.
OBJECTIVES 2. Activate the museum as a civic space, fostering dynamic connections between
the CMA and its community.
1. Encourage an audience-centered culture, increasing cultural competence for
all staff to ensure consistently friendly and positive encounters with all mem-
bers of the public, welcoming each person who visits, and providing a seam-
less visitor experience that is comfortable and enriching.

2. Conduct an accessibility audit and establish new initiatives to better accom-

modate special-needs audiences, including touch tours for blind and partially
sighted visitors, outreach and accommodation for children on the autism
spectrum, assisted-listening devices, large-format labels, and other resources,
setting the bar for best practices in the field.

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 AUDIENCE AUDIENCE

Strategy 4: Offer a comprehensive performing arts program

of the highest caliber to excite the interest of new and existing
audiences and to serve as an introduction to everything else that Strategy 7: Become a teaching museum for students of all ages
the museum has to offer. and abilities—embedding learning objectives in all we do, in a
manner akin to that of a teaching hospital—thereby deepening
audiences’ understanding of and connection to the works of art
OBJECTIVES
we hold in public trust. Create a robust academic program for
1. Articulate guiding principles; devise, promote, and implement a cohesive scholars and artists from around the world, establishing the CMA
program of performances with the capacity to engage new and existing audi-
ences, and help illuminate the scope of the CMA’s collection and exhibitions. as a leading institution of object-based learning anchored by the
Keithley Institute.
2. Expand publicizing and broadcasting of the CMA’s performances within and
outside our region, strengthening the CMA brand both locally and nationally.

3. Initiate a program of commissioning new works in order to: create new compo- OBJECTIVES
sitions inspired by the museum’s collection; contribute to the vibrancy of the
field of classical music; and extend the CMA name and brand to international 1. Make the CMA a regional hub for students and teachers in grades Pre-K to 12
audiences, as such commissioned compositions take on a life of their own across all subject areas, significantly increasing the number of school tours,
around the world. providing professional development for teachers, and offering free bus trans-
portation, removing all barriers to participation.

2. Initiate strategic planning with Case Western Reserve University to develop

and implement a slate of inaugural programs, and take definitive next steps
Strategy 5: Leverage our extended campus—including the Fine toward the formal inauguration of the Keithley Institute.
Arts Garden, the property owned jointly with CWRU, the CMA’s
3. Activate the CMA’s Teaching Innovation Laboratory (former Teacher Resource
Community Arts workspace (Community Arts Center), and the Center) as an educators’ resource focused on object-based teaching and
Transformer Station—to engage audiences throughout Greater learning.
Cleveland. (See also PLACE.) 4. Make the CMA a hub for academic research and for teaching. Use workshops,
study groups, and related programs to challenge perceptions, enhance
understanding, and make interdisciplinary scholarship more accessible to
OBJECTIVES a broad audience.
1. Amplify connections between the museum’s primary and “satellite” locations. 5. Establish a visiting fellowship program focused on object-based study and the
intersection of research and public engagement, bringing to Cleveland leading
2. In collaboration with the Bidwell Foundation, fully activate the Transformer
scholars and established as well as emerging artists.
Station as a venue for innovative programming focused on contemporary art
and new audiences.

Strategy 8: Expand our approach to publications, actively

Strategy 6: Make the museum’s Community Arts workspace exploring innovative new formats.
publicly accessible, creating a Community Arts Center that
comprises a gallery, workshop space, and production studio. (See OBJECTIVES
also PLACE.)
1. Evaluate and, as appropriate, utilize alternative, more accessible formats for
print publications on the CMA’s collection and exhibitions.
OBJECTIVE 2. Develop a strategy for digital publications including but not limited to
updatable scholarly catalogues of the CMA’s permanent collection.
1. Introduce the museum experience to new audiences throughout the Greater
Cleveland area by offering hands-on workshops and events that create com-
munity and highlight connections with CMA collections.

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 AUDIENCE AUDIENCE

II. CREATING AND LEVERAGING PARTNERSHIPS Strategy 3: Seek out opportunities for institutional collaboration
on the national and international level to broaden the museum’s
The CMA will create strategic partnerships with civic, educational, reach and maintain its profile as a leader in the field.
and cultural institutions both locally and outside our region, to
develop and implement outstanding programs with the capacity
OBJECTIVES
to reach a broad and diverse audience.
1. Seek out potential partnerships with peer institutions nationally and
Strategy 1: Organize long-lead conversations to galvanize cultural internationally, reaching new audiences and deepening the public’s
connection with the arts.
partners throughout Northeast Ohio, capitalizing on synergies,
reaching new audiences, and amplifying impact. 2. Pursue partnership opportunities with national and international educational
organizations to develop programs that support teachers and students
through object-based learning.

OBJECTIVES

1. Collaborate with other institutions to develop initiatives that spotlight the

museum and our region.

2. Further develop existing partnerships with peer institutions in and beyond

University Circle (CWRU, University Circle Inc., FRONT, etc.) to create opportu-
nities for joint exhibitions and programming, as well as cross-promotion.

3. Increase opportunities for partnering with regional artists and artist groups
to support the vibrancy of the local arts community and to establish stronger
connections between the community and the museum.

Strategy 2: Cultivate partnerships with civic, cultural, and

educational institutions (Cleveland Municipal School District,
Cleveland School of the Arts, Cleveland Public Library, East
Cleveland Public Library, Karamu House, Boys & Girls Clubs
of Cleveland, etc.) to explore and develop opportunities for
collaborative, arts-based programs that address issues of
equity and contribute to the quality of life for new and existing
audiences.

OBJECTIVES

1. Establish and deepen partnerships with organizations in targeted

neighborhoods to introduce the CMA to new audiences.

2. Solicit and apply feedback from community partners and the constituents they
serve to identify programmatic areas of interest and focus.

3. Further cultivate relationships with regional school district leadership (espe-

cially the Cleveland Municipal School District and those in inner-ring suburbs)
to increase student and teacher access to and use of the museum.

46 47
 AUDIENCE AUDIENCE

III. COMMUNICATING WITH NEW AND EXISTING AUDIENCES Strategy 4: Optimize and significantly increase the museum’s
investment in marketing, communications, and audience
We will cultivate new local, regional, national, and international development.
audiences for the museum’s second century, strengthening and
sharpening the CMA’s brand identity, creating awareness and
OBJECTIVES
visibility of its collections and programs, and driving increased
1. Achieve best practice in marketing and communications activities across the
participation, engagement, and investment.
organization to “speak with one voice.”

2. Leverage relationships with local communications partners, including public

radio and television, to reach new audiences through innovative program
Strategy 1: Conduct a comprehensive brand audit to assess and content.
understand perceptions, attitudes, and barriers to participation
among current and potential target audiences.

OBJECTIVE

1. Achieve greater understanding of current and potential audiences to inform

marketing and communications activities.

Strategy 2: Refresh and update the museum’s brand identity,

defining the brand promise, articulating the CMA’s vision
and values, and asserting its leadership in the community
and the world. Update image attributes, key messaging, and
communications strategy to support the brand.

OBJECTIVE

1. Develop and implement a deliberate, strategic, and cohesive process to man-

age and shape our brand identity.

Strategy 3: Develop a comprehensive marketing and audience-

development plan to achieve goals for audience growth,
participation, and satisfaction.

OBJECTIVE

1. Strengthen relationships with our audiences, increasing their levels of

awareness, knowledge, commitment, and participation through enhanced
communication, increased data capture, and closer internal collaboration.

48 49
 RESOURCES

We will strengthen the museum’s financial

position through sustainable growth and
diversification of revenue streams to
advance our strategic goals. We will
expand capacity by means of capital,
endowment, and legacy funding,
engaging Board, staff, and volunteers in
a culture of philanthropy. We will reinforce
and expand the technology infrastructure
that helps to foster internal efficiency,
enables data-driven decision-making,
and supports our efforts to engage a
broad range of audiences.

Strategy 1: Enhance and deepen relationships with stakeholders,

including members, donors, and volunteers.

OBJECTIVES

1. Amplify stewardship of existing donors.

2. Proactively engage and build connections with the next generation of philan-
thropic leadership, extending the relationship of legacy families while attract-
ing new investors and entrepreneurs.

Strategy 2: Increase and broaden ongoing community investment

in the museum.

OBJECTIVES

1. Rethink approaches to membership and annual giving programs to strengthen

the case for investment and to augment contributed revenue.

2. Rethink approaches to corporate giving, exploring opportunities for expansion.

3. Strengthen investment in the CMA on the part of foundations and public agen-
cies, and expand our network of national and international funding partners.

50 51
 RESOURCES RESOURCES

Strategy 3: Secure leadership funding for major strategic Strategy 6: Reimagine the ways the museum builds and maintains
initiatives, endowed programs and positions, capital projects and relationships with a range of audiences, including supporters, by
reinstallations, as well as collections care and development. incorporating big data and additional analytics.

OBJECTIVE OBJECTIVES

1. Launch major comprehensive capital fundraising effort. 1. Develop a customized relationship-building audience-development strategy
based on existing and new data.

2. Implement and refine financial, programming, audience development, and

other analytical models to aid in future planning.
Strategy 4: Align structure of Advancement and organizational
culture with fundraising needs.

OBJECTIVES Strategy 7: Increase the annual amount generated from earned

revenue.
1. Invest in staffing plan to drive significant revenue growth in annual giving
through membership and philanthropy.
OBJECTIVES
2. Significantly increase the targeted deployment of key staff and curators, Board
members, and volunteers in donor cultivation and, as appropriate, fundraising 1. Maximize existing revenue sources from retail sales and food services as well
for the CMA, leveraging relationships and circles of influence to broaden the as CMA events, and explore new sources.
museum’s base of support.
2. Develop a dynamic and comprehensive ticketing strategy for exhibitions, pro-
grams, and events.

Strategy 5: Actively support development of the CMA’s collection

at the highest level by strengthening partnerships between Strategy 8: Refine and enhance the museum’s budget process,
curators and philanthropy staff to advance relationships and encouraging cross-functional engagement and collaboration, and
secure meaningful support for collections development. anticipating potential challenges.

OBJECTIVES OBJECTIVES
1. Create an International Council to advance the museum’s national and inter- 1. Develop and implement a strategy to optimize the budgeting process across
national reputation, engage key investors in our collections and programs, and the museum, developing a multi-year approach to the museum’s budget.
help build the collection. (See also ART.)
2. Gradually implement measures, including a financial contingency plan and
2. Integrate collections development into major gifts and campaign strategy in strategy, to reduce operating draw to safeguard the museum’s financial future.
the context of key investor relationships.

52 53
 RESOURCES

Strategy 9: Develop hardware infrastructure and application systems to

support the goals articulated in the plan.

OBJECTIVES

1. Evaluate and optimize current applications systems, and build capacity to pursue plan
objectives.

2. Ensure that the museum’s infrastructure, virtual hosts, and servers are up to date and
secure.

3. Develop and maintain a museum-wide calendar of programs and events to achieve and
exploit programmatic synergies.

54 55
 ORGANIZATIONAL CULTURE

56 57
 ORGANIZATIONAL CULTURE ORGANIZATIONAL CULTURE

We will create an exemplary organizational Strategy 3: Achieve greater diversity among Board, staff, and
volunteers, actively fostering a more inclusive workplace. (See also
culture to fuel every aspect of our work.
separate Diversity and Inclusion Plan.)
The museum’s work culture will inspire
every staff member, whether working OBJECTIVES
individually or in collaboration with 1. Articulate commitment to diversity and inclusion. Activate that commitment,
others, to achieve his or her goals, while making the museum a recognized champion of diversity in the workplace in
order to better serve its own diverse community.
fostering innovative approaches to the
2. Implement strategies to attract, develop, and retain high-performing, talented
pursuit of the museum’s mission. employees with diverse backgrounds and perspectives.

3. Pursue proactive measures to diversify the museum’s audiences.

Strategy 1: Clarify roles and responsibilities to facilitate efficient 4. Develop a comprehensive supplier-diversity program.

decision-making, eliminate duplication of effort, and promote

“ownership” of institutional accomplishments.
Strategy 4: Embrace innovation.
OBJECTIVE
OBJECTIVE
1. Evaluate and clarify position descriptions, accountability, organizational and
reporting structures, and decision-making processes to maximize institutional 1. Develop the museum’s capacity for innovation and thoughtful risk-taking.
effectiveness and individual productivity.

Strategy 2: Promote effective teamwork

Strategy 5: Adopt measures to ensure that all employees are
and collaboration.
respected, valued, included, and encouraged to realize their fullest
potential.
OBJECTIVES

1. Nurture a shared understanding of the CMA’s OBJECTIVES

mission, and of the essential role every member of
staff plays in creating a welcoming environment 1. Establish a culture of openness and continuous learning.
for our visitors and advancing the work of the
organization. 2. Conduct a biennial employee-satisfaction survey, developing a concrete plan to
address weaknesses within three months.
2. Enhance internal communication and develop
vehicles for cross-functional 3. Develop a program of meaningful performance incentives and employee-appre-
collaboration, emphasizing information-sharing ciation initiatives.
and promoting greater
transparency.

3. Educate staff to use analytical thinking as individu- Strategy 6: Optimize human resources practices and procedures in
als and in teams, empowering them to use data
to inform planning and practice; make data easily
order to improve the entire culture of the museum.
available to staff at all levels.
OBJECTIVE
4. Create spaces and places that improve culture.
1. Enhance the hiring processes, the onboarding of new staff, and the employee
5. Encourage staff always to exemplify the Organi-
experience.
zational and Leadership Values articulated in the
Strategic Plan.

58 59
 BUDGET AND HUMAN
RESOURCE IMPLICATIONS
The total additional funds required to implement this plan over the next five
years, other than for art acquisitions, is $52.2 million, with an increase of up to
28 new staff positions.

The $52.2 million reflects the following sources and uses of funds:

Revenue changes

$7.1 million in increased revenue, both contributed and earned

$5 million decrease in revenue from reduced spending from the endowment

Expense changes
$24 million increase in operating costs

Salary and benefits: $10.1 million

Programming: $13.9 million

$25.3 million in start-up and project costs

$4.9 million for 10% contingency

By Year 5, the annual operating budget will increase by $6.9 million

(excluding C.O.L.A increases):

Increase in annual revenue by $2 million (contributed and earned)

Decrease in annual revenue of $1.9 million due to changing the spending rule
for operating draw from 5.5% to 5.0%

Increase in operating costs of $6.4 million for (a) salary and benefits:
$2.6 million for 22–28 positions and (b) programming: $3.8 million
Increase in operating costs of $0.6 million as a 10% contingency on operating
expenses

60
70 61
 THE PROCESS
From January through September of 2017, more than four hundred members of the
CMA’s extended community participated in thousands of conversations in over one
hundred meetings. For the first time in more than a decade, the CMA community
came together in an extended dialogue to chart the museum’s future, as well as to
make sense of its history and to map its current work.

This communal, extended dialogue was delightful, exhausting, challenging, and trans-
formative. The staff and Board pondered priorities together. Volunteers shared their
joyful first connections with the museum and their hopes for an institution that they
love so much. Community leaders expressed a deep admiration for the museum’s
success and hoped that its success might be shared more broadly with smaller
organizations.

Moving from broad brainstorming in group sessions to more refined ideas and a
crisper focus, the final editing of the plan was undertaken by the Executive Team, who
had the challenge of honoring the community’s input while deciding on priorities and
further refining ideas.
This plan is the result of all those labors: a transformative engagement in its own right.

62 63
 WITH GRATITUDE

The following groups made this plan possible:

Staff of the museum, led by William Griswold

Staff Strategic Planning Committee, facilitated by Laura Freebairn-Smith (OPG)

Board Strategic Planning Committee, chaired by Scott Mueller

Executive Team, led by William Griswold

Board of Trustees, chaired by Peter Raskind

Projections Team, co-led by Ed Bauer and Russ Klimczuk

Volunteers and community leaders, in focus groups and other forms of dialogue

Experts in the field, in interviews

Organizational Performance Group consulting team

64 65
 CREDITS

Cover 19 62 (all)
Keith Berr David Brichford Chanel Laguna, OPG

63, 64
David Brichford

24–25
Twilight in the Wilder-
ness, 1860. Frederic
Edwin Church (Ameri-
can, 1826–1900). Oil on 54
2 canvas; 101.6 x 162.6 cm. Ham and Eggs, 1929.
The Large Plane Trees Mr. and Mrs. William H. Ralph Steiner (American,
(Road Menders at Saint- Marlatt Fund, 1965.233 1899–1986). Gelatin silver
Rémy), 1889. Vincent van contact print; 20.4 x 25.4
Gogh (Dutch, 1853–1890. 20 28 cm. Gift of Therese and 67
Oil on fabric; 73.4 x 91.8 Polyhymnia, Muse of CMA Murray Weiss, 2012.75 Dancers, 1896. Edgar
cm. Gift of the Hanna Eloquence, 1800. Charles
Degas (French, 1834–
Fund, 1947.209 Meynier (French, 1768– 30 1917). Pastel; 55.2 x 41
1832). Oil on canvas; 275 Gregory M. Donley cm. Gift of Mr. and Mrs.
5 x 177 cm. Severance and
32 J. H. Wade, 1916.1043
Robert Muller Greta Millikin Purchase
Fund, 2003.6.4 David Brichford
7, 8–9, 11
34–35
David Brichford
Robert Muller

38, 40–41 56–57

David Brichford The Biglin Brothers
47 Turning the Stake, 1873.
Keith Berr Thomas Eakins (Ameri-
can, 1844–1916). Oil on
49 canvas; 101.3 x 151.4 cm. 68–69
21 Robert Muller Hinman B. Hurlbut Tunic with Sacrificer,
Thirty-Six Immortal Collection, 1984.1927 600–1000. South Amer-
Poets, mid-1700s. At-
ica, Peru, Central Andes,
tributed to Tatebayashi 58 (also 70–71) Middle Horizon, Wari
Kagei (Japanese). Two- David Brichford people, 7th–11th century.
fold screen; ink, color,
Camelid-fiber, cotton;
and gold on paper; 174.4
tapestry weave; 202.6 x
x 187.2 cm. Mr. and Mrs.
112 cm. John L. Sever-
William H. Marlatt Fund,
ance Fund, 2007.179
13 1960.183
Tiger Family, late 1700s. Back cover
Korea, Joseon dynasty Robert Muller
(1392–1910). Hanging 50
scroll; ink and color on Reliquary Guardian
paper; 262.5 x 115.1 cm. Figure, probably 1800s.
Leonard C. Hanna Jr. Equatorial Africa, Gabon, Produced by the
Fund, 1997.148 Kota. Wood, metal; 61 Cleveland Museum
x 27.5 x 3 cm. Purchase of Art. Kathleen Mills
16 from the J. H. Wade 60 and Sheri Walter,
Howard Agriesti Fund, 2005.2 Silk hanging with em- editors. Gregory M.
22 Donley, designer.
broidered tree of life,
17 Georgia O’Keeffe—Hand
1800s. Turkey, Ottoman
Gregory M. Donley and Wheel, 1933. Alfred
period. Plain weave: silk;
Stieglitz (American,
embroidery, chain stitch:
1864–1946). Gelatin
silk; 228.6 x 172.7 cm.
silver print; 24.2 x 19.2
Gift of Mr. and Mrs. J. H.
cm. Gift of Cary Ross,
Wade, 1916.1358
Knoxville, Tennessee,
1935.99
66 67
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70 71