ADT: Feb.

11, 2024

TO: Museum of Art + Light

FM: MaryKate Leitch, Chante Crusoe, Zoie Stachura, Hannah Sorrels

RE: ​MoA+L Unveiled: Revitalizing Downtown Manhattan with Art and Innovation

In the fall of 2024, Manhattan, KS is gaining the Museum of Art and Light (MoA+L) in historic
downtown. Though it has received pushback from the community for its external design,
MoA+L is projected to attract over 100,00 visitors to Manhattan as well as opening up to 50 new
positions, positively impacting the economic state of the Little Apple. With that being said, the
Museum of Art and Light has struggled to gain the acceptance of Manhattan locals due to its
modern design being embedded in the treasured historical downtown. It is prudent for the
MoA+L to proactively communicate their mission to Manhattan locals; including K-State
students, Manhattan families, elders, and surrounding communities to assure locals of the
incredible opportunity at hand.

Situation Analysis

Currently, the Flint Hills Discovery Center stands as the main learning center in the Manhattan
community, providing families with the opportunity to explore and gain insights into the Flint
Hills. MoA+L, under construction, is envisioned as, “the first museum in the world to showcase
immersive experiences” (MoA+L, 2024). This institution aims to provide a stepping stone for the
Manhattan locals, and surrounding communities to explore diverse forms of creativity and
acquire knowledge on a wide range of subjects, that exceeds the Flint Hills. MoA+L, is
anticipated to have a positive impact on the local economy and diversity attractions in Manhattan
beyond the presence of Kansas State University. It is projected that MoA+L will attract over
100,000 visitors to Manhattan, in turn, boosting business for hotels, restaurants, and other small
businesses that struggle without the presence of K-State students, especially in the summer
months. The challenge is the implementation of proper education and awareness for Manhattan
locals. The Manhattan community cherishes tradition and charm, hence the pushback on
MoA+L’s modern and sleek design. The pushback on the exterior design provides an opportunity
to change the narrative; a fresh, fun, and creative addition to Manhattan’s downtown. MoA+L’s
incredible impact to the educational community of Manhattan and the Flint Hills as well as the
incredible economic impact is undeniable. The greatest task at hand is to capture the hearts of
Manhattan locals in the older generations by promising to respect the integrity and tradition of
historical downtown while also creating a fresh, new addition for the community.

Insights Summary

Research has revealed concerns that the Manhattan community has about the construction of the
Museum of Art and Light. One of the major challenges during this process has been the lack of
awareness of MoA+L among Manhattan residents and board officials. Research indicates that the
Historic Resources Board was initially concerned about the possibility that the museum would
damage historic resources downtown and appear at a larger height compared to other buildings in
the area (Bright, 2022). Local members of Manhattan have also expressed their concerns on
Facebook, with some stating that the museum may "overshadow" the downtown area or appear
"out of place" compared to surrounding buildings. MoA+L should address these concerns in its
strategic development plan by reassuring concerned members that they will build the museum
without harming historic property. MoA+L also needs to demonstrate how it will still make
people feel at home in Manhattan and provide a positive impact without overpowering other
businesses or buildings. The museum should aim to enhance and uplift the area through its
presence.

Further, our research has provided a potential solution to increase people's interest in the
production of MoA+L. Museums have been found to provide a space for enhancing our overall
well-being, connecting us to our history, sparking ideas in others, and generating
thought-provoking conversations. Additionally, museums provide opportunities to share art and
exhibits that can express feelings and thoughts about societal issues such as discrimination,
poverty, and more. This could further educate people on these subjects and amplify voices for a
greater cause. Furthermore, museums provide a safe space for diversity and inclusion, allowing
visitors to embrace and accept different cultures and communities. Museums are also interested
in being involved in their community and other organizations to continue sharing educational
information and connecting diverse groups of people. This encourages innovative and unique
perspectives on life, creating life-changing experiences for all visitors (Museums Association).
MoA+L could use this message and relate it to how they care about well-being, diversity, and
inclusion within the community. They can convey how their exhibits and art experiences can
positively impact customers by considering the customers’ best interests and getting them more
excited to visit the museum.

We also researched how museums can impact rural economies and communities. Museums have
the potential to increase their revenue and profits. Around 80% of design-related organizations
saw growth in market share and even expanded into new markets. To achieve economic growth,
museums have opportunities to host events and activities that engage the community. Nearly
31% of rural community members reported traveling a far distance to participate in art events
(Hayes, 2018). Our research also revealed that museums could focus on different strategies to
attract diverse audiences and families. For instance, 61% of younger millennials are open to
trying more leisure activities, parents of older children prefer family-inclusive evening and
weekend activities, parents of preschoolers prefer weekday activities in the daytime, and senior
adults tend to feel more comfortable with events during 'off-peak' hours (Fricker, 2018). Using
this knowledge, MoA+L can attract audience members within Manhattan, including residents,
families, educators, and community/state leaders, through various events and community
engagement efforts. This could encourage loyal community and donor support in the long run for
MoA+L.

Knowledge Gaps

Primary research is crucial to fill the knowledge gaps identified in the situation analysis. First
and foremost, understanding the specific concerns and objections of Manhattan locals regarding
MoA+L's design and its potential impact on the historic downtown area is essential. This could
involve conducting surveys, focus groups, or interviews with community members and board
officials to gather insights directly from those affected. Additionally, primary research can
provide valuable insights into the preferences and interests of the target audience, including
K-State students, Manhattan families, elders, and surrounding communities. By conducting
primary research, MoA+L can tailor its communication strategy to address these concerns
effectively and ensure that its message resonates with the local community.

In conclusion, conducting primary research will enable MoA+L to develop a comprehensive

communications campaign that addresses the concerns of Manhattan locals, builds excitement
and support for the museum, and ultimately fosters a sense of belonging and pride within the
community. By gathering firsthand insights from key stakeholders and understanding the
preferences of the target audience, MoA+L can create messaging and initiatives that effectively
engage and resonate with the Manhattan community, paving the way for a successful launch and
long-term success of the Museum of Art and Light in historic downtown.

Sources

(1) Link to source 1 –

https://themercury.com/news/city-overturns-historic-resources-boards-denial-of-museum-of-art-a
nd-light/article_ffe39a75-460a-5b9e-8a2a-5642d52e0551.html

(2) Link to source 2 –

https://www.museumsassociation.org/campaigns/museums-change-lives/the-impact-of-museums
/#

(3) Link to source 3 –

https://www.canr.msu.edu/news/five_ways_the_arts_impact_rural_economies

(4) Link to source 4 –

https://reports-mintel-com.er.lib.k-state.edu/display/896262/?fromSearch=%3Ffreetext%3Dmuse
ums%26resultPosition%3D3