Business not as usual

I am really enjoying my classes at University of New Orleans. They are thought-provoking in that many of the nonprofit art organizations' problems are very similar to churches' problems. Last night's lecture by my Marketing the Arts teacher was eye-opening.

He started by talking about why marketing and art nonprofit organizations don't traditionally go together:

• Art organization leaders may consciously or subconsciously want only a certain kind of people to enjoy what their organization offers, so they believe that those who are interested will seek them out.

• The artists feel that advertising will cheapen their art or the experience of their art.

However, there was a man named Thomas Hoving, who took over the Metropolitan Museum of Art in New York City in the 1960s, changed how art was no longer just for those elitist art lovers to hoard. He believed that art was for the general public. Unfortunately, not all people have enjoyed an education in the arts or have grown up in an environment where they have learned to appreciate art. So, in order to make the art more approachable, Hoving realized that he was going to have to create a way to explain it to the general public. He went a step further by even making the facade of the museum more of a social, inviting place. Hoving seemed to understand why the general public avoided the art museum.

I see a lot of parallels to the way the church has missed the mark in making itself more approachable. The churches look foreboding or really boring. They should be more of a social space. I still don't understand why protestant churches have a tendency to be boring and ugly (Matt always points out there's usually not enough money to build something nicer, but I always wonder if there's a better alternative than a simple, post-and-lintel, shed-like building). Also, the general public that has not grown up in church, doesn't understand why we do the things that we do. Many church services are so mediocre and boring that I can't blame people for falling asleep in them or avoiding them all together. We can't expect the general public to understand and immediately acclimate to this strange sub-culture we have created! I really don't see a problem with churches advertising their programs. I wish I would see them take advantage of all the great, modern channels for advertisement. Many churches have really old and/or cheesy graphics on their bulletins and mail outs. Many churches haven't realized the significant need for an up-to-date, modern, easy to use website. So many churches have refused to update to the needs of today's society that I wonder will happen to the church population in the future.

My teacher also compared art to religion in that both are desirable because of the intangible experience both generate. Art and religion express the emotions and desires of our souls. I am sad that Protestantism has traditionally stayed away from art. Art, whether it be visual, dance, or theatre, can express what's in your soul. I just love how my soul resonates with others' souls whether it's from a great worship band experience or it's because we are admiring the paintings of Monet.

As I was sitting in class, I started getting excited. I don't know how or when or where, but I want to bring the church into art. I want to see the church stop hiding behind the excuse of being comfortable elitists (maybe a little harsh?) who think people will come to them. Just as people in the arts need to educate the general public, the church needs to reach out to make itself a little less daunting. How do I want to start doing this? Well.... I really enjoy wearing jeans and flip-flops to church...