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| Photo courtesy of Trip Advisor |
1463 Highland Ave, Melbourne, FL 32935
In research, some
consider both shopping and art to be businesses, as opposed to
entertainment. If this is true, the
goal, then, is to make money. For this
to happen, the Michigan State University Cooperative Extension Service’s
booklet “Tourism and its Significance in Local Development” writes that certain
things need to happen. It is necessary
to get the visitor to:
- Stop
- Stay
- Spread the word
- Return
This is nothing new to
us, but how does this happen? By paying
attention to the brand. Remember that
the brand is the personality, the DNA, the essence of something. I’ve read about re-branding efforts, but you
probably know by now that this is just marketing talk. Here are two examples to help you understand
this concept. Think about a person you
know. He/she has a list of personality
traits (for example: always happy, stubborn, thoughtful). When you think of that person, these traits
are what you normally think of. That
correlates to your friend’s brand. If
your friend changes outfits, their personality remains the same. There are some researchers that believe that “changing
an outfit” works for places. Ta da! New brand. No, I disagree. Your friend’s brand is the same, regardless
of different outward appearances or coordinating accessories. Since shopping and art are the topics of this
blog, consider an artist. The artist
creates many works of art, all of which are different from each other. The artist is building his brand, not changing it. The same essence is in each of that artist’s
works.
That’s a lengthy introduction,
but try to keep it in mind when I tell you two true stories related to building/changing
a brand for the Foosaner Art Museum. I
reviewed the gift shop on this blog earlier this summer, and wrote that any
gift shop must get the customer through the door and to get them to stay in the
shop as long as possible in order to be successful. I am saying the same thing in my introduction
to my revisit to the Foosaner gift shop, the difference being that here I am
using scientific research as opposed to by personal observations. The Foosaner Art Museum holds receptions for
artists and also art classes for the general public, and in terms of building
their brand, these are great things. Any
successful gift shop has the ability to do great things, too, to get visitors
to stop, stay and shop to support the museum’s mission.
Related links:
Whenever the Foosaner
Art Museum installs a new exhibit, they hold an evening reception for the
artist whose work is being displayed.
One of the benefits of being a member of the museum is that we get
invited to these receptions. They’re
held onsite and gives members a unique opportunity to view the exhibition before
it’s open, and to also meet the artist. Hors
oeuvres and wine are freely available, the latter of which adds a whole other
dimension to art, especially contemporary art.
I need to be honest here: I don’t
understand, fathom or identify with contemporary art. I’m the one who is squinting and turning my
head sideways, as if I can gain some hidden insight. Ten times out of ten, it doesn’t work. At the Foosaner receptions, I end up pushing
and shoving my way to the complementary wine station, then give art another
shot. I just don’t get what the artist
is trying to say.
A quick word about
contemporary artists: Upon my marriage, I
inherited a cousin who is a successful artist in New York. His work has been documented in the
Smithsonian Museum monthly magazine, and he is currently in the middle of a multi-state
exhibition. He’s a really nice guy, not
weird at all like I imagine artists to be.
I tossed my assumptions about artists being “different.” That is, until I went to an artist reception
at the Foosaner Art Museum.
We were invited to a
recent reception a few weeks ago for artist China Marks. Marks is a mixed media artist who uses
everything and anything to create some funky and weirdly disturbing art. I remember that it was a beautiful evening,
and that the reception had a decent sized turnout. Good for the artist, bad for me because more
attendees meant longer lines at the free food & drink stations. We thought we’d look at the new exhibition
first, giving the long lines a chance to thin out. I started viewing the exhibit, squinting and
turning my head sideways. I squinted
again. Nothing. Sigh…I shambled on to
the next grouping of Marks’ artwork.
That’s when I got excited. Until
now, none of the art made sense to me. I
wearily gaze at one of the pieces and recognized a small seashell used as
part of the art.
I excitedly pointed it
out, when I heard a shrieking voice directed at me: “Don’t touch that!” What?
Who said that? To my right stood
a middle-aged woman with short purple hair.
Mind you, this was a shade of purple not found in nature. It was the artist, and she was determined
that I not touch her art. Well, maybe it
was time to stand in line for the free wine.
She became part of the Foosaner brand to me, albeit not a positive
part. She made me stop, she made me
stay, but I don’t believe I will be spreading the word (except to you), and I
will not return to her exhibit. I again
believed that artists are weird. Sorry,
I meant “different.”
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| DON'T TOUCH THAT! |
Contrast that with
another recent reception held at the Foosaner for artist Grace Leal. She is a
Cuban-born artist currently living in Central Florida. She doesn’t have purple hair, nor was she screechy.
I love Leal’s paintings of crows, and
stopped by to tell her that. I had the
invitation that the Foosaner sent to us regarding her reception, and I wanted
her to autograph it. I asked about her
inspiration for crows, and she regaled me how she gets her inspiration with
stories of Africa and Cuba.
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| One of Leal's crows |
I had questions about
her other contemporary works of art, and she had answers for me. Our discussion drew four more attendees, and
we all had a great time talking about similarities in different cultures. I still don’t understand her other works, but
am willing to take some time to look at them because of that conversation. By the way, here's how she signed my
invitation:
”Dear Barbara,
We had such a rewarding conversation. Thanks for coming.
♥ Grace.”
We had such a rewarding conversation. Thanks for coming.
♥ Grace.”
Related
links:
Having read my story of
both artists, I know you understand that the Foosaner Art Museum’s brand hasn’t
changed. Look at it in the same way you
would critique a friend’s outfit.
Sometimes they look great and in sync, like Grace Leal. Other times, they’re a hot mess, like China
Marks. The overall personality of the
Foosaner remains the same, as outlined in their mission statement:
The Foosaner Art Museum of Florida Institute of
Technology stimulates thought, inspires creativity and enriches the community
by offering diverse visual arts exhibitions and relevant educational programs,
and by preserving, presenting and building our permanent collection.
When I revisited the
Foosaner Art Museum this afternoon, I was drawn into a new exhibit featuring
stained glass/lamps. There was a guy
standing there, and I didn’t know why he kept looking at me and smiling. Finally, he asked if I would allow him to give me a tour of the
exhibit. I usually say “no,” because I
can read the accompanying tags. For some
reason, I said “yes.” It turns out his
name is John Emory, co-owner of Preston Studios, the maker of the beautiful stained glass. He designed all of the pieces in the “Touch of Light” exhibit. He had great insight on his inspiration for
his designs as well as some cute behind-the-scenes stories about the clients
who purchased and installed them.
I would have to say
that I feel stimulated, inspired, and enriched whenever I visit the
Foosaner. That being said, let’s do some
shopping. Per the above mission
statement, the Museum does a wonderful job at showcasing unique art displays. This continues when you enter their gift
shop. I am pleased to report that the
Foosaner gift shop has undergone major make over. Beautiful handmade artisan
paintings and rugs are stunningly displayed, with sculpture, jewelry, and
handmade rugs adorning the walls. I was so
pleasantly surprised when I entered, so that I had to just stand and look for a
few minutes.
All works are on
consignment to the gift shop, and are created by local artists. I loved the cute ceramic pears, which are
immediately to your left upon entering.
Colorful silk scarves and one-of-a-kind necklaces are on the shelves
below the pears. Handmade table cloths, placemats
and small rugs comprise the next display.
Run your hands over the heavy embroidery of these pieces. I saw books on art for adults and children along
the same wall. The larger rugs are at
the back of the store. Check out the hand-crafted
tote bags, make from what looks like sample pieces from rugs. I picked one up and found that they were
quite ample and beautifully adorned.
What is that I see to my right? Origami
refrigerator magnets and hanging ornaments.
I came across another book display, this time focusing on the local art
scene. I saw postcards for sale, and I
saw something that could be used as a shot glass. There is a white picture frame with rabbit
ears that I absolutely loved. I saw
another display of refrigerator magnets, stationery, and branded tote bags. The glass counter housed some spectacular
necklaces, all related either to the ocean or to Central Florida. As I stopped at the checkout counter to pay
for my purchase, I observed two items that cemented my positive impression of
the new gift shop. The first is a guide
book for the China Marks display. The
second is a cd entitled “Lamps for the 21st Century” designed to
accompany a new stained glass/lamps display.
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| The gift shop, partial view |
 |
| Pears, scarves and necklaces |
 |
| Feel the embroidery on these |
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| Origami ornaments and refrigerator magnets |
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| Do you see the white frame with the rabbit ears, on the top shelf? |
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| The good stuff is always behind glass |
 |
| Artsy postcards |
 | |||||
| I'm thinking shot glasses. No? |
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| A book on the history of the color red in art |
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| This is a handmade totebag |
 | |||
| Perfect for the "Touch of Light" exhibit |
 | |||
| ... and the China Marks exhibit |
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| The Foosaner has "branded" merchandise |
As before, buy it if
you see something you like because online shopping at their website is
non-existent. Here’s the bottom
line: go to the Foosaner for its unique
exhibition and gift shop. Practice my
rule of purchasing a gift for a friend.
You won’t be sorry.
If you want to carry
more of that artsy vibe with you, I again recommend visiting Eau Gallie
Florist, which is across the street from the museum. Amble on down to Fifth Avenue Gallery to shop
the works of local artists. You should
be able to find something local and exceptional at either of these shops.
Related
links:
It’s time
for lunch. Chef Mario’s Café is a block
west of the museum, and has outside seating, if you’d like. We’ve been there twice, and I still haven’t
made up my mind about it yet. I had the A.K.-47
Panini sandwich the first time I visited, and liked it immensely. We went a second time and I ordered Grilled Marinated Chicken
Breast, an entrée. Let’s just say that it
was not the same delicious food that I remembered. Strange that the same restaurant had such
varying degrees of quality and taste. My
recommendation? Give it a try, and stick
to sandwiches and other simple things.
Squid Lips is located east of the Foosaner
over the Indian River Lagoon, but you need to drive there. Unfortunately, Eau Gallie is not walkable
once you leave its small downtown area.
Squid Lips brags that they are where the locals eat, and I havn't been
able to verify that as of yet. They are
crowded every time I think of going there, so try it, and let me know what you think.
If you’re not that hungry but have a hankering for pie, try Joan’s pie
shop, located between Eau Gallie Florist and Fifth Ave galleries. Pie not your thing? Mathers’ Cake Shop is next to Chef Mario’s Café,
and they have tasty sweet treats for all. Either way, the Eau Gallie Art District and the Foosaner Art Museum retains their funky, creative, and artistic brand.
Related
links:
Mathers’
Cake Shop has no website. Here’s a blurb
from Trip Advisor:
Thank you for reading
my blog. I appreciate the kind words of encouragement
that I
have received. Please share "Meet Me in the Gift Shop"with your shopping buddies. Feel free to drop me a line at bfirman.mcmanus@gmail.com it you have comments or suggestions for gift shops to add to my list to visit.
have received. Please share "Meet Me in the Gift Shop"with your shopping buddies. Feel free to drop me a line at bfirman.mcmanus@gmail.com it you have comments or suggestions for gift shops to add to my list to visit.
I also have a Facebook
page for my blog, with the intention of creating photo albums for the museums
and gardens that I have visited. I
usually take between 75 and 100 photos at each place, and I would love to share
them with you. In a few weeks, perform a
search for “Meet Me in the Gift Shop” or click on this Facebook link: Facebook & Meet Me in the Gift Shop
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