by Taylor Bryant
The University of West Georgia Department of Anthropology hosted UWG alumnus, E. Michael Whittington, for a lecture on his professional journey. The presentation, titled “From Carrollton to Cowboy Country: Combining Anthropology, Art and Business to Lead a 21st Century Museum,” shared insight on his role as the president and chief executive officer of the Oklahoma City Museum of Art.
Michael’s presentation focused on the intersections of management, social sciences, the arts and museum and nonprofit studies. “West Georgia and this wonderful university were where my mind opened up, where it expanded to the world and beyond,” Michael shares.
“My mentor, Professor Larson was a professor of anthropology and state archeologist on campus, and he did something for me that was amazing. He gave me a key to his office, and that’s where I explored his wonderful volumes of American anthropology. That was a real eye opener for me because that’s where I discovered the works of Margaret Mead, who is widely known as one of the great anthropologists of the early 20th century.”
In addition to the knowledge and skills learned in his undergraduate studies in anthropology and graduate degree in art history (University of Florida), Michael credits entertainment and hospitality skills gained in service jobs, including as a waiter at Sunset Hills Country Club in Carrollton, for his professional growth. “Two of the most important things that have helped shape me as a professional have been my wonderful jobs as a waiter and in retail sales.”
He shared with students how he had to cater to a target audience in order to increase attendance at the various museums he managed. Before joining the Oklahoma City Museum of Art in April 2013, he worked as the executive director of the Monterey Museum of Art in Monterey, California. During Michael’s ten years at the Monterey museum, he took the museum’s admission from 19,000 to 60,000, a 191 percent attendance increase.
“How did we do that?” he asks. “Through savvy marketing, yes, but the main way we were able to do that was through getting to know our audience.” After working with the James Irvine Foundation on an intensive testing and evaluation program, Michael was able to pinpoint his target audience.
“During a focus group I just did Tuesday night in Oklahoma City, I had a young woman tell me, ‘I’m not interested in American and European galleries; they’re pretty, but that’s it.’” Michael says. “Young people flock to things that are relevant to them. If you are going to attract audiences, then you need to be real, need to have elements for the audience you are trying to attract. You have to create relevance with the audience.
“When I got into this field, it was all about the directors, and we are still suffering with that image at the museum,” he explains. “Now we have turned that around. It’s no longer about the institution or the directors; it’s about the visitor and what you bring.”
He concluded his presentation saying, “I always think about the UWG professor who gave me the key to his office and discovering anthropologist Margaret Mead. Every time I’m in a sticky situation…. I observe and listen and don’t react, but respect the people I’m dealing with to really get the most out of every situation.”
Michael also spent the day doing class visits, a campus tour, a reception and an evening dinner with anthropology students. The event was sponsored through the Antonio J. Waring, Jr. Scholarship Fund and UWG Development and Alumni Relations. For more information, contact Dr. Amber Smallwood at 678-839-5170.
