A DUTCH TREAT IN ALBANY

Matters of Taste Exhibition Supports Tourism Promotion Effort for Albany’s Beverwijck Celebration

ALBANY, NY—The Cultural Tourism Initiative, a project of the Arts & Business Council and the New York State Council for the Arts, has provided funding to the Albany Institute of History & Art to implement a marketing project geared to stimulate tourist visitation to Albany during fall 2002.  The funding will support the exhibition, MATTERS OF TASTE: Food and Drink in 17^th Century Dutch Art and Life, on view from September 21 through December 8.

The Albany Institute is the exclusive venue for MATTERS OF TASTE, an important exhibition of paintings by 17^th century Dutch masters which is also the crowning culmination of the museum’s Grand Re-opening Year, following its $18 million expansion.

“Cultural tourism is a high priority these days for museums and communities,” notes Christine M. Miles, executive director of the Albany Institute.  “It offers a powerful way to bring arts, tourism, business and civic groups together to develop a community’s ‘brand’ and reputation, strengthen its identity for long-term growth and generate positive economic impact.”

“MATTERS OF TASTE has enormous audience potential,” Miles observes. “And its Dutch theme, tied to the city-wide celebration as Albany marks the 350^th anniversary of its founding as the Dutch village of Beverwijck, gives us a wonderful tourism promotion opportunity this fall.”

The Cultural Tourism Initiative grant is funding “A Dutch Treat is Albany,” a marketing campaign built around MATTERS OF TASTE and related public programs and special events. The grant is making it possible for the Albany Institute to undertake marketing activities rarely possible on its typical budget, including an out-of-town advertising and publicity campaign.

“With this campaign, we hope to attract significantly increased numbers of tourists to the Albany Institute for MATTERS OF TASTE, and to the other city-wide events and activities taking place during the run of the exhibition,” Miles explains.

“We also want to measure the economic impact of our efforts and develop a solid profile of our tourist visitors. In the evaluation component of the project, we’ll be capturing demographic visitor data, conducting intercept surveys in the galleries, and tracking responses to coupons and special incentives.” 

The Albany Institute’s partners in “A Dutch Treat in Albany” include the Albany County Convention and Visitors Bureau, the City Office of Special Events, and the University at Albany’s “Albany Heritage” project.  Promotional support for the project is being provided, in part, by Amtrak, American Express and Hudson Valley Magazine.

Information:

MATTERS OF TASTE: Food and Drink in Seventeenth Century Dutch Art and Life, opens from September 21 through December 8, 2002, is part of a suite of exhibitions in celebration of the 350^th anniversary of the founding of Beverwijck, the Dutch village that became Albany.

Complementary exhibitions include: DUTCH TILES, a selection from AIHA’s collection; TRADERS AND CULTURE, a curriculum-based exhibition on Albany’s colonial history; and ALBANY UNDERFOOT, materials from Albany’s recent archaeological excavations.

A variety of curriculum-based school programs, public programs and special events for adult and family audiences will accompany the Dutch-themed exhibitions.

More information about this exhibition here.