Mass MoCA Looking Toward Solid Future
 MoCA Director Joseph C. Thompson, second from left, tells Councilors Alan Marden, left, Keith Bona and Lisa Blackmer, and Commission members Gail and Phil Sellers about tentative plans for the empty foundation off West Main Street. |
The former Sprague Electric mill and its old research and development division are part of a mix of gallery, educational, commercial and public spaces that adds up to some 600,000 square feet. It draws upwards of 120,000 visitors a year.
"Last year was the best year ever, just shy of 140,000," said Director Joseph Thompson recently of the 11-year-old museum. "It had been more like 105,000 to 110,000. When we first opened, this was a weekend and summer business. That has shifted for reasons I don't frankly know."
Some 300 to 500 people can now be found in the galleries during the week at anytime of the year, with 700 to 900 on the weekends. It's welcome news for a venue that has been struggling for years.
A few weeks ago, several city councilors toured sections of the complex as part of an ongoing look into the workings of the city's departments by the Public Services Committee headed by City Councilor Keith Bona. Also on the tour were committee member Councilor Alan Marden, Councilor Lisa Blackmer and Gail and Phil Sellers, newly appointed members of the Mass MoCA Cultural Development Commission.
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Thompson, who was instrumental in the museum's development, said it has four main parts: Galleries, performance space, commercial space and elements outside the main buildings.
It opened with some 200,000 square feet of museum space and nearly 60,000 in commercial space; those numbers are now 320,000 and 120,000, respectively. There is still another 160,000 square feet of undeveloped space, most of it in Building 6.
The state leases the former research and development building across from the main complex on Marshall Street for the Northern Berkshire District Court. That will soon be joined by the Social Security office, which is currently on Main Street. In the main complex, renters include two law firms, a photography studio, consulting firms, software designers, publishers, two dining establishments and an antiques shop. The Clark Art Institute is leasing space in the front buildings but has not yet determined their final use.
 The main stage will be in front of the building in the background. |
 The former power plant cost $1 million to clean up and will house a sound artwork. The museum is planning a biomass generator along with the already installed solar panels to provide heat and power. |
Thompson said he'd like to see the museum grounds integrated better into the city, such as having the proposed bike path loop from West Main Street through the grounds and out toward Williamstown and creating green space within the complex.
But the main focus right now is gearing up for the Solid Sound Festival coming this Aug. 13-15. Up to 8,000 people are expected with more than half the tickets for the three-day festival already sold. Thompson said MoCA is using the Web to keep concertgoers informed and updated on where to go, where to stay and where, especially, to park. Lots will be set up at the former North Adams Plaza and the industrial park, among other sites, and visitors will be shuttled into the city.
Still, he expects many will try to make their way downtown in hopes of scoring a closer spot. The museum is working closely with the public safety officials to coordinate with security and traffic. Bona suggested that police be "gentle" in ticketing, possibly even handing out coupons to local venues along with citations.
Some 2,000 to 2,500 people are expected to arrive Friday night when local band The Books takes the stage. "They have a great following, last year they drew 800 for just one performance here," said Thomas.
"Scanning and banding" will take place just outside the lobby and people will be directed into the interior courtyards for other acts, such as comedians and bands, and for food vendors. MoCA is going out of its way to let potential museumgoers know that it wouldn't be the best time to visit. "If you love art and want a quiet time in the galleries this is not the weekend for you," he said. "But we are still expecting 200 to 300 in the galleries."
 Kidspace features five artists' takes on 'You Art What You Eat.' |
Thompson said the average age of the concertgoers is 35 to 55 and they're mostly from metro Boston or Albany, N.Y. The city is in a position to take advantage of the influx of visitors and, if it should prove successful, more festivals in the future.
The tour also included the Hunter Theater, performance spaces and dressing rooms, and ended in Kidspace, one of the most popular parts of the museum and a collaboration with the Clark and Williams College Museum of Art. Hundreds of area schoolchildren have participated in programs at Kidspace over the years.
"Of all the things we do that make a lasting, meaningful contribution, this is it," said Thompson.
