Sponsorship ethics for museums group - Artworld - American Association of Museums - Brief Article

Art in America, Jan, 2002 by Stephanie Cash, David Ebony

In November, the American Association of Museums adopted a set of guidelines to help direct museums on soliciting and accepting corporate sponsorship. The new guidelines are in addition to those on the display of borrowed objects [see "Front Page," Oct. '00] that were adopted following the controversy surrounding the Brooklyn Museum's "Sensation" exhibition, which consisted of works from the collection of the show's major funder, Charles Saatchi. The new guidelines, which are voluntary, encourage museums to be "transparent" and to disclose any information that could be perceived as a real or potential conflict of interest. Museums are also encouraged to weigh the appropriateness of the sponsor to the exhibition.

Corporate sponsorship and giving have been increasingly scrutinized over the last few years in the wake of high-profile incidents criticized by the press and public alike. For example, the Guggenheim Museum's touring motorcycle show (currently in Las Vegas) was underwritten by BMW; its 2000 Armani show, sponsored by In Style magazine, involved a three-year agreement that has Armani donating some $15 million to the institution [see A.i.A., Feb. '01]. Also in 2000, the Metropolitan Museum canceled a Chanel show when staff members expressed concern that Karl Lagerfeld was exerting excessive influence on curatorial decisions [see "Front Page," July `00]. In the past the Met mounted shows by Christian Dior, Gianni Versace, Yves Saint Laurent, Cartier and Faberge to which the interested parties all contributed money and advice. The problem of donors influencing programming is not confined to art museums. Last spring curators at the National Museum of American History expressed their consternation over the museum's decision to accept a $38-million gift from a businesswoman, Catherine Reynolds, to set up a hall of fame for figures whom she would have a say in selecting, Martha Stewart and Oprah Winfrey being among them.

With the sinking economy and corporate giving being diverted to Sept. 11 charities or being cut for economic reasons, museums will likely find it increasingly difficult to turn away potential donors.