State of the Taubman Paying the Way Part 1 - WSLS 10 NBC in Roanoke/Lynchburg Va

State of the Taubman Paying the Way Part 1

Posted: Updated:

The Taubman Museum of Art is re-inventing itself with the goal of becoming the cultural hotspot of our community.  We've taken a look this week at the innovative and energetic new people in charge people and their plans to make it happen.  But it won't happen unless the revenue comes in.  Tonight in the State of the Taubman – a look at the financial challenges ahead.

"I think it's very doable.  I would not have come here if I did not feel that it was doable."

Regina Rodwell-Bell is the Deputy Director of Development and Marketing at the Taubman.  She was hired in July and is charged with raising more than 2-million dollars annually.

20-percent of the Taubman's revenues come from Nora's Café, and the Museum store, and events like weddings.  The rest of the 2.8-million dollar annual budget has to be raised.

"Yes.  It's a challenge. There's no doubt, it is a challenge.  But there is a lot that the museum offers to the community that we just need to make the community understand what we do have here, so it's relative to what their needs are and I think we can do that.

Admission to the museum is now free – but that means that people are hesitant to buy memberships – which are typically the base of any successful museum.

"The Richmond metropolitan area has a half a million people.  So of those 500,000 the Virginia Museum of Arts is lucky enough to have 40,000 members," said Executive Director Della Watkins.  "So here in Roanoke there are 8 counties touching my area there are two cities, Salem and Roanoke.  And we too have -- within a wider girth -- 500,000 folks.  Currently I have about 2,000 members."

So Watkins and the team face a bit of a chicken and egg scenario.  They want the Taubman to host exhibitions that are talkers for the whole region…  They want people to become members largely to support he effort   -- but people may not do that – until there's more to see.

The Taubman doesn't have the rich history or deep pockets of The Virginia Museum of Art  -- according to Watkins, among the most successful on the country – so that may be setting the bar too high.  But there is no doubt the grassroots support has to be better if the Taubman is to flourish.

But Watkins is determined.  "I've to tempt ‘em to get here.  And I'm down here and what I'd like them to do is have my everyday members -- the people who just want to come even once.  To see this as a worthy important, cultural -- I say as the cultural heart of our region."

  • Most Popular StoriesMost Popular StoriesMore>>

  • Prostitution sting nets 31 arrests

    Prostitution sting nets 31 arrests

    Tuesday, April 20 2010 11:21 PM EDT2010-04-21 03:21:00 GMT
    31 people are in trouble with the law after a three day prostitution sting in Richmond. Police told NBC12 they targeted specific areas where residents and business owners complained about the illegal activity.
  • Fugitive Friday: Central Virginia's Most Wanted

    Fugitive Friday: Central Virginia's Most Wanted

    Friday, April 11 2014 10:53 AM EDT2014-04-11 14:53:45 GMT
    Fugitive Fridays tracks down Central Virginia's most wanted. Take a look at the photos and see if you can help police track down these suspects.
    Fugitive Friday helps track down Central Virginia's Most Wanted.
  • Healing Strides of Virginia needs volunteers

    Healing Strides of Virginia needs volunteers

    Wednesday, April 16 2014 5:21 PM EDT2014-04-16 21:21:59 GMT
    Healing Strides of Virginia helps people with physical and mental needs using horse lessons and right now they have plenty of horses they're just short on volunteers. For the past five years they've built the number of student riders up to 125 and some lessons require up to five volunteers at a time. Nicki Breedlove started volunteering here after her autistic daughter came to summer camp. She says volunteers get to ...
    Healing Strides of Virginia helps people with physical and mental needs using horse lessons and right now they have plenty of horses they're just short on volunteers. For the past five years they've built the number of student riders up to 125 and some lessons require up to five volunteers at a time. Nicki Breedlove started volunteering here after her autistic daughter came to summer camp. She says volunteers get to ...
  • Bedford Co. Sheriff's Office investigates burglary at country club

    Bedford Co. Sheriff's Office investigates burglary at country club

    Wednesday, April 16 2014 12:16 PM EDT2014-04-16 16:16:02 GMT
    Investigators with the Bedford County Sheriff's Office are investigating a burglary of the Boonsboro Country Club.
    Investigators with the Bedford County Sheriff's Office are investigating a burglary of the Boonsboro Country Club.
  • 2 dead after ferry sinks off South Korean coast

    2 dead after ferry sinks off South Korean coast

    A government office says a South Korean passenger ship carrying about 470 people has sent a distress call off the southern coast after it began leaning to one side.
    Dozens of boats, helicopters and divers scrambled Wednesday to rescue more than 470 people, including 325 high school students on a school trip, after a ferry sank off South Korea's southern coast, killing at least two...
  • Roanoke City Police investigates armed robbery

    Roanoke City Police investigates armed robbery

    Tuesday, April 15 2014 1:43 PM EDT2014-04-15 17:43:33 GMT
    Roanoke City Police are investigating an armed robbery at Check Into Cash, which is located at Valley View Boulevard.
    Roanoke City Police are investigating an armed robbery at Check Into Cash, which is located at Valley View Boulevard.
Powered by WorldNow

WSLS 10, P.O. Box 10
Roanoke, VA 24022-0010

Telephone: 540.981.9110
Fax: 540.343.3157
Email: news@wsls.com

Can't find something?
Powered by WorldNow
All content © Copyright 2000 - 2014 Media General Communications Holdings, LLC. A Media General Company.