Here is a question for those in art museums who are responsible for
recognition labeling on the walls of special exhibitions and in press
releases, invitations, and so on.
 
It has been my understanding that when we acknowledge exhibition
underwriting in the galleries and in publications, we acknowledge funding
the actual level that it cost to produce or rent the exhibition.  In other
words, if we could find $10,000 in support to cover an exhibition that cost
us $10,000, we would recognize that support gladly, but not seek more.  It
has been suggested to me that we approach exhibition support recognition as
a source of additional income and sell support recognition beyond the actual
cost of the exhibition.  For example, if we could get 5 sponsors to pay
$5,000 each to support that $10,000 exhibition, we should do so, making
$15,000.  Those who have suggested this to me, believe that some companies
will go for this, even if they know that they are collectively paying more
than the exhibition cost.
 
Am I behind the times, or does this seem just a teensy bit dishonest
somehow, even if the companies know the score?
Stephen C. McGough, Ph.D., Director
University of Oregon Museum of Art
Eugene, Oregon 97403-1223
(503) 346-0972
FAX: (505) 346-2220
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