Lacma or moca museum
With a focus on the bottom line, he saw the sign of an art museum’s success as tied to its box office, rather than its more elusive artistic achievement. He tried to impose his for-profit success on the nonprofit museum sector, regularly creating havoc.īroad was at the leading edge of a new generation of problematic philanthropists, who believe social good can itself come from the pursuit of profit, rather than from traditional charity. What important collector would ever engage with the museum again? Broad was never really able to separate his sharp business acumen from his philanthropic activity. The arrangement was strictly rational as a business deal, but it would have wrecked MOCA’s reputation. The huge outcry when the scheme went public foiled the plan. Fundraising for the purchase had lagged, but rather than write a check - which he certainly could afford - Broad thought it sensible to let the acquisition pay for itself. one day by a phone call from Milan from a flustered Panza, who was horrified that Broad, as MOCA board president, was planning to peel off a Mark Rothko painting, maybe one of 11 Franz Klines and perhaps a Robert Rauschenberg “combine” sculpture to send to auction in New York to raise the funds that would pay off the purchase portion of the deal. He was instrumental in bringing the stellar collection of 80 works acquired by the groundbreaking Italian collector Giuseppe Panza di Biumo to the new Museum of Contemporary Art as a gift purchase in 1984 - a move that gave instant international credibility to the fledgling institution. Otherwise, how would a lower-middle-class kid from the Bronx have become so rich?
![lacma or moca museum lacma or moca museum](https://i0.wp.com/italystonemarble.com/wp-content/uploads/2010/10/8072_1-1_500x492-horz.jpg)
Like many self-made billionaires, Broad was firm in his conviction that he knew best. He was also one of its most difficultīroad had a hand in a Renzo Piano building at LACMA, the Frank Gehry-designed Walt Disney Concert Hall and his own museum, by Diller Scofidio + Renfro. Entertainment & Arts Column: Eli Broad was one of L.A.’s most important architectural patrons.