Administrators, anxious to divest the National Gallery of Jamaica of its elitist image, say they have devised a strategy to pull more ordinary people into the building, increase Jamaicans' appreciation for art, and earn more revenue.

GREENLAND. we need to appeal to people who would never think of coming to visit

"The National Gallery belongs to the people of Jamaica, and we need to appeal to people who would never think of coming to visit, because the art belongs to Jamaicans," Dr Johnathan Greenland, the gallery's new executive director, told the Observer yesterday.

Greenland, an American, had a similar function at the Brooklyn Museum of Art in New York, USA where he was credited with transforming the museum into a lively experience that engaged the community in art education.

Yesterday, guests attending the opening of the gallery's Jamaica Biennial 2004 were told that in the coming months the gallery will host weekend activities for adults and school visits. The administrators also said they intended to improve the gallery's gift shop, build a coffee shop and place more emphasis on public relations.

The Observer was unable to determine the annual revenue earned by the National Gallery or how much its managers expected would accrue from the new measures. However, the newspaper was told that the budget approved for the facility for the 2004/2005 financial year was $28 million.

Yesterday, Maria Jones, who chairs the gallery's board of directors, appeared convinced that the facility could earn more money and become self-sustaining.

The National Gallery of Jamaica, which is located on Ocean Boulevard, downtown Kingston. (Photo: Bryan Cummings)

"We know we must develop a strong revenue stream and engender a culture of self-reliance," Jones told guests. "We are aware we must increase visitorship, primarily to those people who have never been to the gallery."

Gleaner chairman Oliver Clarke agreed. "Art should be accessible to all," he said. "(They) changed the focus of the Brooklyn Museum to become one that is child-attractive, user-friendly, reaching out and stimulating community thought. That is an approach that the National Gallery needs."

Jones also expressed concern about the rent the gallery now pays for the two-storey building it occupies on Ocean Boulevard, downtown Kingston, and suggested that thought should be given to owning a building.

"We need to address the matter of a permanent residence that is rent free and accessible to all," she said. The National Gallery, now in its 30th year of operation, has been situated downtown Kingston since 1982.

jacksons@jamaicaobserver.com

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