The Grammy Museum faced a number of challenges when it opened to the public last December. Set in downtown's L.A. Live complex, the institution was up and running in advance of many of the development's restaurants, hotels and movie theaters. Foot traffic, at least from those not attending basketball or hockey games at Staples Center next door, would be at a minimum.
Then there was the recession. The museum, which carried a price tag of around $34 million, executive director Robert Santelli told the Times last year, was forced to make staff cuts soon after its grand opening. (AEG, developer of L.A. Live, has committed to financially support the museum for 10 years.)
"We did cut down a bit, and that’s to be expected in the first year, even without an economic dilemma that we face," Santelli said last week."You really don’t know until you're open for six months in terms of what you need or don’t need in terms of manpower."
All told, in its first year of operation the museum hosted approximately 85,000 guests. A substantial number, no doubt, but one that still wouldn't fill a U2 gig at the Rose Bowl.Yet the museum has had no shortage of A-list visitors. Among its 60 or so public programs, the Grammy Museum has hosted events that featured the likes of Brian Wilson, Annie Lennox, Clive Davis, Dave Matthews and Tom Morello, among others.
The word "museum" may not even be the most apt descriptor for the complex. The Grammy Museum uses the annual awards as a jumping-off point, allowing visitors to digitally explore genres, regions and the recording studio. It takes a hands-on approach to education, giving the guests the opportunity to record vocals, mix a track and learn the basics of traditional rock 'n' roll instrumentation.
After establishing a foothold in the first year, Santelli has ambitious plans for the four-story, heavily interactive museum in 2010. The timing seems to be right. The Ritz-Carlton Hotel & JW Marriott Hotel is on track to open in early 2010 at L.A. Live, and the 14-screen Regal Cinemas opened in the fall. Among Santelli's hopes for 2010 are the launch of a Grammy Museum travel program, which would visit four music destinations per year.
Additionally, on Jan. 8 the museum will open "Elvis at 21: Photographs by Alfred Wertheimer," pairing the intimate looks at the star with rare footage and collectibles. It's a joint production with the Smithsonian Institution Traveling Exhibition Service, and Santelli intends to start the Grammy Museum's continuing education program with the exhibit.
Santelli, who served as an executive at the Rock and Roll Hall of Fame in Cleveland and the Experience Music Project in Seattle, comes from the academic world, having taught at Monmouth University and Rutgers. His course on Presley, said Santelli, should start in January. "It’s free to members and the community, so people will be able to come
to this four- or five-part program," he said. "The intention is to keep this very
accessible to the general public and our managers."
The Presley display will be one of three or four temporary exhibits the museum hopes to host in 2010, taking over the second-floor space vacated by the yearlong "Songs of Conscience, Sounds of Freedom" installation. The museum will continue to expand its Latin Grammy floorspace, and it became a national tourist destination thanks to its ever-expanding "Michael Jackson: A Musical Legacy" exhibit.
Santelli reflects on the Grammy Museum at 1, and shares some of the institution's 2010 plans.