Tel Aviv Art Year 2011 - 2012 The City Celebrates In Honor of the Tel Aviv Museum of Art

1. Tel AvivArt Year2011 - 2012The City Celebrates In Honor of theTel Aviv Museum of Art

2. Background • The Museum’s revitalization during Art Year will spearhead the city’s international efforts and bring it much closer to a global city standing • The opening of the Tel Aviv Museum of Art’s new building constitutes a key international anchor for the city and the country in the fields of art and tourism • The ‘horizontal radiator’ model designed by Harvard University’s Preston Scott Cohen has generated worldwide interest • The Tel Aviv-Yafo Municipality seeks to leverage the focus received by the Museum in order to benefit the city as a whole, facilitated by different municipal departments and cultural institutions operating in the city • The Barcelona Model – A Culture on the Move – creating physical and virtual spaces that will distribute ‘Made in Tel Aviv’ cultural products and gain greater global exposure for local events

3. Primary Goal Promoting a strategic plan designed to gain recognition of Tel Aviv- Yafo as a ‘global city’ – achieved by means of a cultural breakthrough The significance from the city’s perspective: • Economic momentum • Business growth • Community activities and partnerships with the public • Popular global branding

4. Art Year - Objectives In the urban space: the Museum will serve as a hub and starting point for activities held by the art community, with an emphasis on the public at large Creating and promoting art tracks and collaborations with museums located in the metropolitan area There will be a special focus on feisty and spirited contemporary art that highlights the nightlife of a city that never sleeps

5. Target Audiences Art enthusiasts The public at large (with an emphasis on younger crowds) International visitors (curators, museum directors, art critics, gallery owners, tourists)

6. Calendar of Art Year Events in 2011 - 2012 • September 2011: Art Year activities are launched in the city’s school system 2. First hub: October 2011 – inauguration of the new Tel Aviv Museum of Art building and meetings of its Board of Trustees 3. Winter events: art and culture in the city 4. Second hub: March 22-24, 2012 – Art Weekend – which will culminate with an open-air art show at the Museum compound 5. April – July 2012: art events and conferences throughout the city attended by entrepreneurs and groups of international visitors

7. Launching the Municipal Events – Starting in September 2011 Educational program – formulated by the Municipality’s Education Administration and the Tel Aviv Museum of Art, it will reinforce the bond between students and the Museum Local and international exposure – for art and cultural institutions in the city, achieved through: Municipal activities – the Education Administration, Culture Division, Operations Division, Community Programs, Tourism Association, Tel Aviv Foundation, International Relations, and Spokesman’s Office Activities in the public space – international signage, advertising Global media

8. 2. First Hub: Inauguration of the Herta and Paul Amir Building and Convening the Board of Trustees – October 2011 Wednesday, October 26, 2011 – Press conference Thursday, October 27, 2011 – Opening of the Kiefer exhibition – event for donors Friday, October 28, 2011 – Opening of Israeli exhibitions – a party for participating artists Saturday, October 29, 2011 – Gala concert in the new auditorium Sunday, October 30, 2011 – Inauguration ceremony of the new Herta and Paul Amir Building Monday, October 31, 2011 – Meetings of the Museum’s Board of Trustees, honorary fellows and artist awards ceremony Tuesday, November 1, 2011 – Symposium: Contemporary Museum Architecture, attended by international architects Opening the Herta and Paul Amir Building to Museum patrons * A party hosting tour operators and taxi drivers – who will serve as the Museum’s ambassadors

9. 3. Winter Events: Art and Culture Activities • Art and culture events in the city – all the regular municipal activities held this year will pay tribute to the Tel Aviv Museum of Art • (Details can be found in the work plan booklet)

10. 4a. Cluster of Events Scheduled for Art Weekend Wednesday, March 21, 2012 • “Fresh Paint” Contemporary Art Fair – added activities with international galleries Thursday, March 22, 2012 • Museum Marathon – the public will be invited to visit and hear lectures by the Museum’s curators, reproduce works of art, and draw and paint for 24 hours straight in the Museum’s various spaces • An international Pecha Kucha at the Tel Aviv Museum • ECOC directors conference, culture capitals Friday, March 23, 2012 • Art tours around the city • Laying the cornerstone of Heritage Mile • Tel Aviv GaGa Dance – a large-scale event held in conjunction with the Batsheva Dance Company

11. 4b. Exposure Event Saturday night – March 24, 2012 • The Museum compound will host a unique show that uncovers how art is created: Cultural institutions, groups of artists and individual creators from the city and around the world will be asked to create special ‘exposure’ shows that feature an abundance of inspiration and originality • Delegations of foreign journalists, in cooperation with the Ministry of Foreign Affairs, will cover this exposure event.

12. 5. Events and International Conferences - April-July 2012 • IKT – The International Association of Curators of Contemporary Art will hold its annual conference in Tel Aviv-Yafo in 2012 • Houses and Collections From Within • Education Conference, with a focus on art • ‘Ramblas’ on the Boardwalk – every Saturday night during the summer there will be artistic street performances along the beach • Museum friends from around the world will be invited to the city as part of the annual tour

13. Art Year Legacy 2012 A global contemporary art event will be held in Tel Aviv-Yafo Studio spaces will be temporarily allocated to young artists A site for permanent exhibitions throughout the city Tour routes and cultural events tailored to tourists

14. Thank You! Any Questions?