Pacific Standard Time, an initiative of the Getty, brings together arts institutions across Southern California to present thematically linked exhibitions and programs. For both major iterations of Pacific Standard Time–PST: Art in LA in 2011 and PST: LA/LA in 2017—Culture Projects was responsible for coordinating a team of consultants to design and implement an innovated marketing and communications campaign. Additionally, Culture Projects spearheaded collaborative projects of the more than 60 museums participating across Southern California.
Team members: Gloria Gerace, Elizabeth Pezza, Carolyn Wagner, Lucy Redoglia, Leila Hamidi
The Culture List
Convenient cultural discovery through new technology
The Culture List app and website includes the most comprehensive and customizable list of cultural sites in the greater Los Angeles area. After coming in second place at the Startup Weekend Pasadena competition, Elizabeth Pezza took the app from concept to launch by creating a business plan, building the data set, and collaborating with the app's engineer to produce a user-friendly product available for free to users on both iOS and Android devices. Users can discover art, architecture, history, science, and gardens by utilizing the apps convenient filters such as "nearby," "free," "open today," "family friendly," and more.
Books serve many purposes—marking events, celebrating accomplishments, documenting work, provoking conversations—in each case, an important story is revealed. Publications led by Culture Projects starts with a mission statement that focuses the book’s purpose and the story it wants to reveal. Culture Projects then shapes the book’s content and assembles the teams of authors, graphic designers, and photographers, especially for the needs of the particular project.
Building a business through community engagement
CrashLabs is a creative co-working and community space in Costa Mesa, California. In 2014, Elizabeth Pezza created and implemented the new business' launch strategy for two locations, including its branding, marketing, communications, social media, and community engagement.
In 2013, Culture Projects led a multi-pronged team of local artisans, Hammer museum staff, Westwood property owners, and contractors to create a series of pop-up stores in Westwood Village. Culture Projects responsibilities included selecting the artisans to participate; developing the look and feel of the various stores; managing the contracts both with artisans and property owners; directing all the logistics of the renovations turning the empty stores into boutiques; and, working with Hammer staff to develop the marketing identity and strategy.
A collaboration between the Vitra Design Museum in Germany and Art Center College of Design in Pasadena, Open House: Intelligent Living By Design brought a fresh perspective to the topic of the future house, putting a central focus on the human being. The exhibition featured ten commissioned projects from selected architects from around the world. Culture Projects served as co-curator of this exhibition and managed the design and installation of the exhibition presentation at Art Center.
Team members: Gloria Gerace, Michael Sylvester
Amplified Urbanism, Lorcan O’Herlihy Architects
Activating the public voice of an architectural practice
Culture Projects’ Gloria Gerace, working with CJA Creative Collaborations, developed a communications strategic plan for Lorcan O’Herlihy Architects that included drafting new branding language and key messages, and developing a communications checklist to implement across the office’s projects. The communications work resulted in the publication of "Amplified Urbanism", hailed by Abitare as “a generous and sophisticated endeavor that seeks to create a dialogue that is open to all citizens”.
Team members: Gloria Gerace with CJA Creative Collaborations
Santa Monica Museum of Art
Leading an institutional change
In 2012, Gloria Gerace was engaged as the museum’s interim deputy director with the aim of retooling the museum’s operations and conducting the search for two new senior positions. While overseeing the operations of advancement, external affairs, and administration, Gloria served as the museum’s prime liaison to the Board. Working with the Board during a change in leadership, Gloria culminated her tenure designing and leading the Board in a daylong strategic planning retreat.
In 2015 the Santa Monica Museum of Art officially changed its name to the Institute of Contemporary Art, Los Angeles (ICA LA).