Mass moca north adams photos1/17/2024 ![]() and saw it as a place to establish a residency and work on side projects. Much credit for the former goes to the Chicago-based rock band Wilco, which, a decade ago, became enamored of Western Mass. Growth has been a constant in MASS MoCA’s second decade, with the addition of a robust performing-arts and festival business and a massive expansion of floor space to accommodate something unheard of in the early years: permanent exhibits. Much more, in fact, than when the museum opened 20 years ago, or even 10 years ago, for that matter. Jodi Joseph, director of Communications at the museum. So stay awhile - there’s so much to see.” Every admission here is good for two days. So if you want to come see us and the Clark, you’re going to have to spend a night, maybe two nights, to get it all in. “Part of our economic-development agenda is getting people to understand there’s so much to do at MASS MoCA, and we’re just one of several institutions up here. “Overnight visitors spend six times as much money as day visitors,” Joseph went on. That’s because more time spent here means more money spent in the northwestern corner of the state. “We are finding more ways to draw connections between the performing and visual arts - to let those visual-arts people know we have this dynamic performing-arts program year-round, and get our performing-arts audience into the galleries to see everything here.” Within 75 miles, more people know us as a place to see music and performing arts,” she told BusinessWest during a recent visit. “People from 75 miles or more from here know this is a place to see art. ![]() That’s a hard thing to do,” said Joseph, director of Communications at the Massachusetts Museum of Contemporary Art, or MASS MoCA, in North Adams.īut it’s an important thing, she added - not just for the museum, but for the entire region’s creative economy. We bring over 200,000 people to the galleries every year. Jodi Joseph understands the challenges of drawing visitors to a museum in - well, it’s not the middle of nowhere, exactly, but it’s also a far cry from Boston or Manhattan. From a near-doubling of art space to a growing array of long-term exhibits to a robust music, theater, and festival business, MASS MoCA has become a true driver of Berkshire County’s creative economy - and that’s by design. Anyone who hasn’t been to the Massachusetts Museum of Contemporary Art in the past decade might be surprised at how different it is from its early days. An aerial shot of the sprawling, 26-building campus of MASS MoCA. ![]()
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