Reimagining Community Engagement at the High Museum of Art

The High Museum of Art in Atlanta, Georgia, has redefined the way it engages with the community through its young adult focused evening events.

High Frequency Friday, which began as a reimagining of the museum’s late-night events, has grown to become a pivotal element of the museum’s strategy to attract a younger, more diverse audience that reflects the city’s vibrant demographic.

Understanding Atlanta’s Cultural Landscape

Erin Dougherty, the Director of Public Engagement at the High Museum, shared insights into the program’s development at MuseumNext London recently. She emphasised the importance of understanding Atlanta’s unique cultural and social landscape.

Atlanta, a bustling city of over 6 million people, is known for its rich diversity, with nearly half of its population identifying as Black or African American. Erin highlighted that this demographic makeup inspired the museum’s commitment to inclusivity and accessibility.

A Cultural Hub in Midtown Atlanta

The High Museum, the largest museum in the Southeast, shares its Midtown campus with the Alliance Theater and the Atlanta Symphony Orchestra, making it a significant cultural hub.

Despite the museum’s prominence, Erin noted that earlier late-night events did not fully capture the essence of Atlanta’s community. Initially launched in 2016 as “First Friday,” the program aimed to attract a broad audience with art-making activities, performances, and music.

However, the results were underwhelming, and the audience did not significantly diversify.

Evolving to High Frequency Friday

In 2019, the museum rebranded the event to “High Frequency Friday,” adding a more distinct, late-night vibe with improved lighting and atmosphere. This change started to draw a more varied crowd, culminating in March 2020 with a record attendance of 1,300 guests.

Unfortunately, this momentum was abruptly halted by the onset of the COVID-19 pandemic.

The pandemic, however, offered the museum an unexpected opportunity to rethink its approach. With time to reflect, the team focused on what truly drew people to the museum on Friday nights: socialising in a beautiful space, enjoying art, and connecting with friends.

Adapting to Post-Pandemic Challenges

As the museum began to plan its post-pandemic relaunch, Erin and her team faced the challenge of balancing safety with engagement. They implemented several new measures, such as pre-purchased tickets and limited capacity based on city guidelines.

The pandemic’s constraints also necessitated creative logistical solutions, such as managing outdoor ticketing and crowd flow, which helped optimize the museum’s outdoor piazza space.

Partnerships with Local DJs: A Game Changer

A significant turning point for High Frequency Friday was the collaboration with local DJ Karl Injex, who became the museum’s first “DJ Selector.”

This partnership allowed the museum to tap into Atlanta’s thriving music scene and engage directly with new audiences. Carl’s extensive network and understanding of the local nightlife helped to promote High Frequency Friday on social media, significantly expanding its reach.

The success of this model encouraged the museum to collaborate with other popular DJs, such as Work Crew and Ree de La Vega, each bringing their unique followers and further diversifying the audience.

Managing Growth and Capacity

As attendance grew, so did the logistical challenges. High Frequency Friday began to attract over 4,000 attendees on some nights, raising concerns about managing such large crowds while ensuring the safety of both the visitors and the artwork.

Erin described how the museum navigated these challenges through continuous internal discussions and adjustments to the event’s capacity and ticketing policies.

One innovative approach was offering members a 48-hour presale window for tickets, which not only helped manage demand but also encouraged early planning and reduced no-shows.

Expanding the Program’s Impact

The program’s success had broader implications within the museum. High Frequency Friday became a key component in the museum’s overall strategy discussions, influencing attendance projections and revenue models.

Erin noted that the event’s popularity also prompted the museum to implement new sustainability measures, such as introducing recyclable aluminum cups to reduce waste.

Building a Sense of Community

High Frequency Friday’s appeal extended beyond its immediate audience, fostering a sense of community and inclusivity that resonated with guests. Erin shared that the program consistently received positive feedback, with attendees describing the events as akin to a “monthly family reunion.”

The demographic makeup of the audience also shifted, aligning more closely with Atlanta’s diverse population.

Over the last six years, the program has averaged 52% participation from BIPOC audiences, a significant achievement in the museum’s mission to accurately reflect the community it serves.

Membership Growth and Audience Engagement

The program’s impact also translated into increased membership sales, with a 268% rise in memberships sold during High Frequency Friday events over three fiscal years. This growth not only supported the museum’s financial goals but also fostered a deeper connection between the museum and its patrons.

Looking Ahead: The Future of High Frequency Friday

In reflecting on the program’s evolution, Erin acknowledged the importance of being open to feedback and willing to iterate on ideas. The museum’s commitment to community engagement and continuous improvement has been instrumental in building trust and creating a welcoming environment where people see themselves represented.

High Frequency Friday has become a gateway for many new visitors, encouraging them to explore other museum offerings, such as art tours, lectures, and special exhibitions.

Expanding the Program’s Reach

Looking ahead, the High Museum plans to expand the High Frequency Friday model, potentially adding more dates with a scaled-down format to manage capacity while still offering engaging experiences.

This growth will require careful consideration of staff resources and operational logistics, but the museum remains committed to maintaining the program’s integrity and community focus.

A Model for Engaging Cultural Institutions

High Frequency Friday represents a transformative approach to public engagement for the High Museum of Art.

By embracing the dynamic energy of Atlanta and prioritising inclusivity, the museum has not only increased its relevance but also set a precedent for how cultural institutions can connect meaningfully with their communities.

Erin Dougherty, the Director of Public Engagement at the High Museum of Art spoke at MuseumNext London in June 2024. If you’re looking for more inspiring ideas for museums, why not attend one of our upcoming MuseumNext events.