SMITHSONIAN DIRECTIVE 603

November 6, 2003

EXHIBITION PLANNING

Background 1
Definitions 3
Purpose 3
Authority 4
Accountability 4
Guidelines 5

Background In 1995, the Report of the Commission on the Future of

the Smithsonian Institution observed that:

Museums in general, and the Smithsonian

in particular, are increasingly flash points in
the debates that characterize our nation's
transition from a society that depends for
coherence on a single accepted set of
values and practices to one that derives its
strength and unity from a deep tolerance of
diversity. This happens because museums,
to fulfill their missions, must prepare
exhibitions that record and illuminate this
transition. This sometimes results in
acrimonious and contentious debate on
controversial subjects. The Smithsonian has
hardly been immune. Its position is
especially challenging because it is a
national institution with large and complex
collections and missions.
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Background The Smithsonian Institution is the repository for millions of

(Continued) objects and specimens that are housed in its 16
museums and storage facilities in Washington, D.C., New
York City, Maryland, Virginia, and elsewhere. In addition,
the Smithsonian’s National Zoological Park and several
other scientific research facilities maintain living
collections that include hundreds of species of animal and
plant life. The Smithsonian also sends traveling
exhibitions throughout the United States and abroad.

Millions of visits are made annually to Smithsonian

exhibitions by individuals with motivations such as
education, entertainment, nostalgia, and patriotism.
Visitors expect to have authentic experiences in
exhibitions at the Smithsonian, especially with objects that
are unique, authentic, and iconic. Smithsonian exhibitions
are meant to be stimulating, and the Institution remains
open to lively discussion and debate of relevant
intellectual and social issues.

The Smithsonian is committed to serious and sound

scholarship, to preserving and making accessible the
National Collection, and to creating accurate, balanced,
and high-quality interpretations of objects on exhibition for
the visiting public. Each museum and exhibiting unit has
established a procedure for developing exhibitions
according to subject matter, resources, and visitor
expectations.

Those procedures are expected to adhere to the policies

and procedures outlined in this directive.

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Definitions The following definitions apply in the context of this

directive:

Exhibition: Any public display that includes one or more

artifacts, objects, specimens, photographs, illustrations,
art, or digital images or may include props and
informative panels. Smithsonian museums and units
create exhibitions that vary in size, scope, type, and intent.
Exhibitions which travel to Smithsonian museums and
exhibiting units from other organizations are also subject
to these policies.

Sensitive issues: Issues on which curators, scholars, or

segments of the public may disagree on substantive
grounds as to the presentation or contents of an
exhibition.

Under Secretary: The appropriate Smithsonian

Institution Under Secretary or the Director of the
International Art Museums Division.

Purpose The objectives of this directive are:

• to stimulate thoughtful analysis and refinement of
established practices for creating exhibitions
• to maintain a system for reviewing and updating on a
regular basis exhibition planning guidelines specific to
each museum or exhibiting unit to ensure that
appropriate mechanisms are in place for key issues,
such as establishing project management systems to
deliver projects on time and within budgets, monitoring
exhibition content for accuracy and quality,
implementing external and internal evaluations,
providing intellectual and physical accessibility, and
managing potentially sensitive issues
• to identify accountability at all levels

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Authority The Under Secretary is authorized to review guidelines for

Smithsonian museums and other exhibiting units reporting
to the Under Secretary and to assist in the creation or
revision of those guidelines as appropriate. In each case,
the guidelines must conform to the general principles
stated in this directive. The guidelines will be reviewed
periodically by the unit and the Under Secretary for
effectiveness. When a need for improvement is identified,
changes will be monitored by the Under Secretary.

Accountability Each museum Director is responsible for establishing

guidelines for the selection and approval of exhibitions at
each museum or other exhibiting unit and is accountable
for the results to his or her Under Secretary. The
guidelines for each museum and unit must assign
accountability and responsibility at each stage of the
exhibition development process. In general, each
museum is accountable for presenting information that is
grounded in sound, fact-based scholarship, that is
apolitical in tone, and that also respects the diverse
perspectives of groups and individuals. If the contents of
an exhibition represent a single point of view and are
attributable to a source outside the Smithsonian, the
author must be identified.

The Secretary of the Smithsonian Institution has final

authority to approve or disapprove any Smithsonian
exhibition at his discretion, at any stage of the process.

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Guidelines Basic Issues

A. The guidelines for each museum and exhibiting unit

must clearly state policies and procedures for
exhibition activities and outline mechanisms for the
review and approval of documents emerging from the
planning and production processes. The procedures
employed in these reviews will differ by unit and
project, but incorporating them into established
exhibition development and implementation
processes is essential. Unit guidelines must clearly
state that all exhibition plans, drawings, and scripts
are preliminary until final approval is secured.

B. Guidelines for exhibit content provided or produced by

non-Smithsonian scholars or using scholarship from
outside the Smithsonian, whether for short-term, a
traveling exhibition, or long-term, must include
designation of a Smithsonian curator, exhibition
developer, or expert with sufficient knowledge and
authority for exhibit review and accountability.
Exhibitions must clearly reflect or complement the
mission and objectives of the unit proposing it.

C. Each exhibition must have (1) a clear statement of

purpose that accurately articulates its scope and
content, areas of Smithsonian expertise, and how the
exhibition will serve the mission and objectives of the
unit proposing it; (2) goals and benchmarks for
evaluation; (3) interpretive strategies to achieve those
goals; and (4) labels and other elements (e.g.,
multimedia, interactive) that are physically and
intellectually accessible and whose authorship, if
appropriate, is publicly stated (see Accountability).

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Guidelines D. The roles and responsibilities of key Smithsonian

(Continued) participants in the exhibition development and
implementation processes and their relationship to
each other must be established as part of the
guidelines for each unit. The units’ guidelines should
clearly identify Smithsonian participants who have
authority and accountability for the review and
approval of exhibition content and labels, and all
participants should be provided copies of the
guidelines.

E. Proposed exhibitions must be discussed early in the

planning process with senior staff of the museum or
other unit as well and, for those that might be
considered sensitive, with the Under Secretary. Each
unit should provide senior staff with the procedures
governing the development and approval of all
proposed exhibitions.

F. At every stage of exhibition planning, development,

and implementation, the Director and relevant staff
should review and analyze the exhibition’s overall
budget and currently available and anticipated
resources to ensure that they are sufficient to present
the subject matter.

G. Advisory groups must be considered for major

projects and convened at the earliest possible time.
Smithsonian staff must clearly communicate the roles
of all participants, furnish copies of the unit guidelines,
and provide outside advisors with clear evidence that
their advice is being fully considered.

H. Scripts must be accurate and should minimize the use

of technical and arcane language. When specialized
terms are used, definitions are appropriate.

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Guidelines I. Museum or unit public affairs staff must collaborate

(Continued) with researchers and others to understand fully the
scope and point of view of an exhibition and its
supporting scholarship. Smithsonian staff raising
funds for exhibitions also should consult regularly with
the museum or unit Director in order to ensure that
conflicts do not arise between the expectations of
supporters and those of staff involved in developing
exhibits. Any gift agreement providing funding for an
exhibition must contain a provision declaring the
Smithsonian’s sole control of the exhibition’s content.

J. Each museum or unit Director and the Under

Secretary are responsible for monitoring adherence to
official Smithsonian policies regarding accessibility in
exhibitions. The Smithsonian Office of Accessibility
and other appropriate officers must be consulted
during the exhibition planning process to ensure
accessibility.

K. Good exhibition planning includes the scheduling of all

stages, including opening ceremonies. The existence
of potentially competing special events must be taken
into account from the outset of planning.

Sensitive Issues

A. For each exhibition, museums and exhibiting units

need to identify the exhibition’s targeted audience and
those audiences who may have concerns about the
exhibition topic or approach. Where desirable, so that
the presentations can best relate to the characteristics
of the audience(s), exhibiting units shall collect and
analyze information about the experiences and
expectations of visitors and others during the
exhibition planning phases and through assessment of
audience responses to the

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Guidelines completed exhibition. For example, the use of focus

(Continued) groups may be part of the planning process. The
results of these activities should become part of the
museums’ and exhibiting units’ lessons learned about
exhibition content, design, and presentation.

B. Museums and exhibiting units, in concert with the

Under Secretary, must establish mechanisms to
identify potentially sensitive issues. Museums and
exhibiting units should address these issues by
carefully reviewing the topic and approach to
determine whether changes in direction or in degree
of emphasis or balance are appropriate, even if the
viewpoints are based on solid scientific evidence or
scholarly interpretation. They should plan various
options for handling a range of public responses,
which may include identifying spokespersons for the
exhibition's point of view or organizing forums to
present different perspectives on the subject matter.

C. When sensitive issues arise, the exhibiting unit will

notify the responsible unit Director. The Director will
bring the matter to the attention of the Under
Secretary, who will monitor the issue and consult with
the Office of Government Relations and the Director of
Communications or other senior staff, as necessary,
to ensure the Smithsonian is prepared to deal with
public debate or questions from the public, news
media, Congress and the Administration.

CANCELLATION: SD 603, August 25, 1995

INQUIRIES: Office of the Secretary
RETENTION: Indefinite. Subject to review for currency 24 months from date of issue