Writer: Liz Palmer
4 min read November 2022 — Local cultural and tourism vanguards in Jacksonville are continually innovating and adjusting to remain top of mind as the region’s growth trends positively and more entertainment options become available.
In order to continue to attract crowds, organizations like the Jacksonville Zoo and Gardens, the Cummer Museum of Art and Gardens and the Jacksonville Symphony are employing both individual and collaborative marketing efforts to make patrons feel connected to their community and encourage them to visit.
The Zoo’s team is working on promoting conservation efforts in a way that highlights the role individual visitors can play in making a difference. President and CEO Jeff Ettling told Invest: the zoo’s plant and conservation programs are supported by admission sales and memberships, but he is strategizing to promote them more intentionally. “We have not done a good job of talking about all the great things we do for the conservation and wellbeing of plants and animals. That will change soon, as we are implementing a new interpretive plan throughout the Zoo and Gardens,” he said. “You’re going to start to see repetitive messages that reinforce our efforts, so that by the time you end your visit, you will feel good knowing you are helping with conservation initiatives here and around the world just by visiting. The big message is to thank our guests for being conservationists.”
In order to achieve her goal of making it known that all are welcome in a museum setting, Director and CEO of the Cummer Museum of Art and Gardens Andrea Barnwell Brownlee said her approach is to bring the museum experience where people already are. “Museums can be intimidating places, but we want to make sure that everything that we do, that we convey, informs people that, indeed, this is your community, your museum,” she told Invest:. “We are focused on demonstrating the experiences that people have here. So, the difference between showing a photograph, for example, of an installation versus showing a photograph of people engaged with work inside that installation is very different. We want people to see themselves here. We want to make sure that people see themselves in a garden having a picnic, so we include more images of people and make sure that we illustrate regularly that this is about your community, your museum.”
Similarly, the Jacksonville Symphony is working to get young people involved through its Jacksonville Symphony Youth Orchestras (JSYO) program. “JSYO helps create a lifelong interest in music for young people, whether they go on to a career in the performing arts or not,” said Steve Libman, president and CEO. “What we impart to them is not only a love of music but life skills, such as collaboration, cooperation, self-esteem and discipline. Some JYSO students go on to pursue careers in music, and it’s extraordinary that we get to be part of their journey. But most importantly, we know that at the end of the day we’re offering them a top-quality musical education.”
Libman, Brownlee and Ettling are optimistic about the future of Jacksonville’s arts and culture scene as it continues to evolve, and they are laying the groundwork now to ensure they meet the demands of a growing population. Multiple projects are in the works at the zoo, including a new education campus and new animal habitats. “The next eight to 10 years are going to be very exciting here on our campus. The impact that we’re going to have on the conservation of animals and plants around the world, and what we’re doing to enhance the wellbeing of our resident animals here at Jacksonville Zoo and Gardens, it’s very exciting to me,” Ettling said.
Looking ahead, collaborating as a united arts and culture sector will be important. “Jacksonville has this incredible, entrepreneurial, collaborative spirit, which is quite magical. The city is embracing the idea that we’re all in this together. When we think about what the arts and culture sector means for the region, it represents a huge economic impact,” Brownlee said. “More than 1,000 people are employed by this industry. We’re back in a major way, and it’s a very exciting time in the city. Of course, I’m not going to say that all my colleagues have enjoyed pre-pandemic levels because I don’t want to be disingenuous about that, but I do want to say that there’s still very much a focus on us all being in this together and coming back in full force. It’s an exciting time to be part of the arts and culture sector in Jacksonville.”
