download the 2008-2009 annual report - Norman Rockwell Museum

president’s letter continueddirector’s reportacross our nation. Most museums,including Norman Rockwell Museum,depend on the generosity and support ofhundreds of benefactors and memberswhose contributions make our missionand successful programs possible.Visitors and guests marvel at thepristine conditions of our buildingsand grounds, perhaps without fullyrecognizing the expenses and staffinvolved in maintenance. Our leadershipstaff and Trustees expend greatenergy and creativity in seeking out theresources needed to ensure and protectRockwell’s cultural legacy. Competitionfor financial support has never beenmore acute as foundations, individuals,and public agencies contend with direfinancial conditions not experiencedin many decades. Each of us must dowhat we can for Norman RockwellMuseum and other vital communityorganizations that sustain our society.works of Norman Rockwell and theideals they embody are too importantto be preserved only; they must bedisseminated and shared widely.The continued presence on ourcampus and within our membershipranks of people from far and widereminds us that Norman Rockwell isnot a regional or even national artist.His works are admired across theglobe—as evidenced by internationalvisitors to our campus and our Website, a steady stream of inquiries andinterest from around the world, andmedia coverage abroad.The first 40 years are always thehardest. If life begins at 40, we can’twait to be celebrating again in 2019.Thank you to all who made thisanniversary successful.Respectfully,Norman Rockwell Museum’s much feted40th anniversary year in 2009 was filledwith gratitude, abundance, scarcity,excitement, and change. Leaders andfriends from every era of the Museum’s40 years came together to celebrate theMuseum. There is much to be gratefulfor over our 40 years of serving ascaretakers of one of the nation’s mosttreasured art collections.On the eve of our 40th anniversaryyear in November 2008, the NationalHumanities Medal was unexpectedlybestowed on Norman RockwellMuseum, making us the first museumever to receive the nation’s highesthonor in the field of the humanities.The award ceremony at the WhiteHouse was an exhilarating backdropto the launch of our 40th year.A Year of Gratitude andCelebrationThe Museum’s 40th anniversarycelebration was a festive familyreunion. The capstone event in July2009 honored the Museum’s foundersfrom all its eras. Norma Ogden, JaneFitzpatrick, and Lila Berle were feted atthe 40th anniversary party. Joining ourhonorees, founders, and Trustees wereGovernor Deval and First Lady DianePatrick, State Representative William“Smitty” Pignatelli (a Norman Rockwellmodel), Stockbridge Selectmen DebMcMenamy and George Shippey,Rockwell family members, and manycherished friends.In all, five hundred guests gatheredon a splendid summer evening to celebratethe generations of people whohave made this remarkable Museumin the beautiful village of StockbridgeNorman Rockwell’s lasting home. Weshared reminiscences of four excitingdecades and remembered the contributionsof so many: Stockbridge’scitizens; Rockwell’s models; our artists,educators, collectors, art donors,patrons, and past presidents; and ourgovernment leaders. Seven of our 11Board Presidents were on hand to toastthe Museum: Norma Ogden, WilliamSelke, Brian Quinn, Lila Berle, DavidKlausmeyer, Lee Williams, and currentPresident Dan Cain.Four significant chapters of theMuseum’s 40-year history werehonored:• Nonagenarian Norma Ogden andher Old Corner House co-founders,Rosamond Sherwood and Pat DeelyIn spite of the economic challengesNorman Rockwell Museum and itspeers continue to face in protecting ourshared cultural heritage, the Trusteesand staff are confident we will not onlyprevail but will flourish. The iconicDaniel M. CainPresidentSeptember 20094 5

director’s report continued(her daughters Cathy and Pam Deely summer the great-granddaughter ofSculptor’s Retrospective, a showcase ofare Museum leaders today), whose Norman Rockwell, Thea Rockwell,the enchanting work of Peter Rockwell,civic leadership saved one of our Town’s learning about the heritage of herwhich opened this spring at the Butlerarchitectural gems and serendipitously influential great-grandfather.Institute of American Artstarted a national museum• Jane Fitzpatrick and the amazing The Museum presented hallmarkA Year of Abundance andFitzpatrick family, whose selfless exhibitions to celebrate its 40th year,Scarcitygenerosity to Stockbridge and the including:Fiscal year 2009 was a year of immenseBerkshires have made our region • Raw Nerve! The Political Art of Steveabundance—of good news and publicone of the most caring, vibrant, and Brodner, a timely look at the artrelations coverage of the Museum’sbeautiful communities anywhere in journalism of this leading illustratormajor programs and events—as wellthe worldand political satiristas a year of unanticipated scarcity, as• President emerita Lila Berle, whose • Over the Top: American Posters fromthe worldwide recession that began inbold leadership and courageous vision World War I, from the collection of2008 settled in with earnest in 2009.inspired and ensured the future of this Thomas Leffingwell Pulling and hisMuseum on the gorgeous Linwood son Edward Leffingwell PullingUndeterred by the economic downturn,Estate with its park-like grounds, • Artists in Their Studios, a travelingthe Museum announced and launched a anniversary announcements appearedlandmark historic buildings, and exhibition from the Smithsonian’sseries of major initiatives, including: in dozens of journals and media outlets.Robert A. M. Stern gallery building Archives of American Art featuring• The Rockwell Center for American• Norman Rockwell’s family, without fascinating portraits of artists at workVisual Studies, the nation’s first The Museum continued the nationalwhose generous gift of Norman and rest in their studiosscholarly research institute devoted tour of its collection, sending AmericanRockwell’s art, studio, and archive • A Day in the Life, our first-everto illustration artChronicles: The Art of Norman Rockwell tothere would be no Museum. Rockwell reinterpretation of Rockwell’s• The formation of the nationwide two more venues, the Chrysler Museumfamily members traveled fromStockbridge studio to reflect theIllustration Partnership Network of Art and the Detroit Institute of Arts.afar—from Alberta, Canada; Rome, pivotal year of 1960, which set the• The hiring of Joyce K. Schiller as We also brought the exhibition home toItaly; and California—to join in the direction for the important Civil RightsCurator of the Rockwell Center Stockbridge for exhibition over our 40thMuseum’s festivities and to honor paintings the artist was to create• The next phase of ProjectNORMAN, anniversary summer. A glowing reviewPeter Rockwell at the opening of his during that decadeinvolving preparations for online public of American Chronicles in the Bostonexhibition, The Fantastical Faces of Peter • Special exhibitions drawn from theaccess to the Museum’s digital archives Globe noted Rockwell’s “utter brillianceRockwell: A Sculptor’s Retrospective. We Museum’s archive, including Norman• The public phase of the Museum’s as a picture-maker” and affirmed thatwere delighted to have with us as an Rockwell: Illustrator in Chief, a showcasenational campaign, “Sharing“now is an excellent time to reassessintern during our 40th anniversary of Rockwell’s political portraits; anRockwell’s Legacy”Rockwell’s place in the pantheon.”exploration of Rockwell’s 20 studios;• The reinstallation of Normanand a behind-the-scenes look at thisRockwell’s studioOutstanding progress on digitizationspring’s conservation of Rockwell’s• The Museum’s 40th anniversary and collections care of the Museum’sUnited Nations drawing, the precursorcelebrationsarchival collections throughto his iconic Golden Rule paintingProjectNORMAN made possible the• The summer of 2009 homecomingThe Museum’s story was toldmeticulous and historically accurateof American Chronicles: The Artnationally and internationally in the reinstallation of Norman Rockwell’sof Norman Rockwell, the nationalNew York Times and International Herald studio to the pivotal year 1960, whentraveling exhibition touring 11 citiesTribune by Carol Kino in her article, profound changes occurred in bothover five years“The Rise of the House of Rockwell.” Rockwell’s life and the life of our nation.• Also in the summer of 2009, TheExtensive additional press coverage The photo archive, now accessible viaFantastical Faces of Peter Rockwell: Aof the Museum’s exhibitions and 40th the Museum’s computer network and6 7

director’s report continuedbeing utilized by visiting scholars in arange of exciting projects, is soon to beaccessible via the Web.The Museum made public announcementof its $25 million “SharingRockwell’s Legacy” campaign, with$18 million raised to date, which includes$10 million in gifts of artwork.The Berkshire County phase of thecampaign is underway. The Museumis grateful for the generosity of its donors,and, especially, for the profoundgenerosity of its Trustees, who in theface of the recession gave munificently,making this year one of the Museum’sstrongest philanthropic years ever.The Museum was not unaffected bythe global economic challenges, andexperienced an across-the-boardsoftening of its revenues, includingdiminished consumer spending andinvestment portfolio declines. As notedabove, the Board of Trustees respondedwith robust fundraising commitments.Attendance held steady with seasonalups and downs, and philanthropy remainedstrong, particularly in the areaof gifts of artwork.Museum management moved swiftly toprune the expense budget with a 10%reduction in spending, achieved by rebalancingthe Museum’s exhibition budgetand instituting a staff salary rollbackthat ranged from 5 to 20% and succeededin maintaining all staff positionsin this fiscal year. The Museum alsolaunched a series of audience recruitmentand marketing strategies in additionto the Museum’s 40th anniversarypublic relations activities. These rangedfrom implementing Free Tuesdays dur-together the Library of Congress,8 9ing the winter months, to communitypartnerships and joint ticketing withneighboring museums to maximize consumervalue. The Museum reached outto new audiences with a series of programs,events, and partnerships withcommunity organizations.A Year of Excitement andChangeWhile celebrating the Museum’s successes,the Board of Trustees also laidthe groundwork for the future duringits annual strategic planning retreat inMarch, led this year by Anthony KnerrAssociates.The Museum embarked on a number offorward-looking projects that point theway to our 50th anniversary, including:• Master planning with Ann BehaArchitects, made possible by thereceipt of a Cultural FacilitiesFund planning grant by theCommonwealth of Massachusettsto address the Museum’s agingcampus infrastructure and emergingmaintenance needs• “Sharing Rockwell’s Legacy” campaignto strengthen the Museum’s financialresources• Web 2.0 strategies, including plans forthe Web launch of ProjectNORMAN,to connect to and communicate withnew audiences• New audience cultivation to introduceand connect the next generations ofaudiences to the timeless and timelyideals of Norman Rockwell• Inaugural meeting of the IllustrationPartnership Network, an initiative ofthe Rockwell Center for AmericanVisual Studies, which broughtBrandywine River Museum, DelawareArt Museum, Eric Carle Museum,Hallmark Collection, Illustration HouseArchives, New Britain Museum ofAmerican Art, John Falter Collectionat the Nebraska Historical Society,Society of Illustrators, Museum ofAmerican Illustration, and the AlParker Archive and Modern GraphicLibrary at Washington University inSt. Louis• Further growth of the Museum’s artcollectionsI want to thank and celebrate thegenerations of founders, visionaryleaders, and all people who establishedand support this remarkable Museum,including President Dan Cain andour dedicated Board of Trustees whohelped produce a most celebratoryyear while navigating the challengingfinancial environment. Focused on theMuseum’s blessings and bottom line,we ended the year strongly poisedto enter our next decade, wise to thechallenges ahead and attuned to theMuseum’s many strengths, as well asareas needing investment.I want especially to acknowledge thegood work of the Museum’s professionalstaff, who navigated an exceptionallyexhilarating and unpredictableyear, and graciously and valiantlymade personal sacrifices. They havebeen able stewards of the Museum’scollections and resources, balancingthe preservation and accessibility ofthese nationally important collectionswith the realities of reduced resources.It is their dedication that allowed us tolaunch, after nearly a decade of work,ProjectNORMAN and the RockwellCenter for American Visual Studies—crowning achievements of our 40thanniversary that will pave the way toour 50th and beyond.Laurie Norton MoffattDirector/CEOSeptember 2009

oard of trusteesexhibitionsOfficersDaniel M. CainPresidentPerri PetriccaFirst Vice PresidentMichelle GillettSecond Vice PresidentSteven SpielbergThird Vice PresidentJames W. IrelandTreasurerPeter Chase WilliamsClerkAnn F. BrownDeputy ClerkMembersClarke BaileyLillian BenderRuby Bridges HallAlice A. CarterDr. Robert & Mary WoodsonCrowellPeter de SèveCatharine B. DeelyWalter & Mary Jo EngelsJohn V. FrankMark GoldDr. Mary K. GrantSteven HirschValerie & George KennedyPamela KinseyMark KrentzmanDeborah S. McMenamyWendell Minornational council membersMalouf & Therese AbrahamRobert & Lonna BerridgeJim & Marty BushPeter & Pamela D’AmbrosioCarl & Eunice FeinbergNancy Fitzpatrick & LincolnRussellJohnny & Beth HaneyWilliam & Penny HargreavesLouise HollandDeborah HooverRobert & Lynne HorvathRichard & Mary KellyCarol KonnerBarry & Pamela KriebelRon & Diane Disney Millerillustrators advisory boardNatalie AsenciosSteve BrodnerJohn BurgoyneKinuko CraftTeresa FasolinoFrances JetterWendell MinorBarbara NessimTim O’BrienC.F. PayneAnne MorganDuncan PollockThomas L. PullingCynthia RockwellMark SelkowitzJohn SpellmanRichard B. WilcoxLee WilliamsJamie WilliamsonTrustees EmeritiLila W. BerleJane P. FitzpatrickPaul W. IvoryDavid L. KlausmeyerNorma G. OgdenHenry H. Williams, Jr.John & Laura SavioAndrew & Susan SordoniFrederick & Carole TaylorJamie & Laura TrowbridgeRon & Marilyn WalterJudy Francis ZankelMarc RosenthalRuth SandersonElwood SmithBarbara Nessim was named Norman Rockwell Museum’s Inaugural Artist Laureate in 2008As we prepared for and commemorated Norman Rockwell Museum’s 40thanniversary, the Curatorial Department focused on a series of significant projectshonoring Norman Rockwell’s artistic and cultural legacy. Changing exhibitionsdrew upon Rockwell’s impact as one of the 20th century’s most influential visualcommunicators, and explored the work of illustrators past and present who havehelped shape American identity through our nation’s most turbulent times.Throughout his career, Norman Rockwell produced many influential illustrationsinspired by the American presidential election. Beginning in 1952 and through 1968,Rockwell generated portraits of the major candidates for publication on the coversof the Saturday Evening Post and Look, and created numerous illustrations depictingcitizen engagement in the election process. Through it all, the artist conveyed alasting personal impression of such noted subjects as Dwight D. Eisenhower, JohnF. Kennedy, Robert Kennedy, Richard Nixon, and many others. Norman Rockwell:Illustrator in Chief featured original artworks and archival materials that recountedthe story of Rockwell’s encounters with the most significant political figures of theAmerican century.The political process was also the subject of considerationin Raw Nerve! The Political Art of Steve Brodner, whichprompted lively discourse about the 2008 presidentialelection and the issues of our day. An award-winningdraftsman, commentator, and humorist, Brodner has createdillustrations, cartoons, and reportage for nearly everymajor American periodical and newspaper, includingEsquire, the New York Times, New York, Mother Jones, theNation, National Lampoon, Rolling Stone, Sports Illustrated,the Washington Post, and Village Voice. Today’s mostprominent visual journalist, this cutting-edge opinionmakerprovided vibrant visual perspectives that defiedapproximation through the spoken word.During the First World War, visual images inspired public support and served asa primary mechanism of mass communication. Designed to rally Americans tothe cause, illustrated posters became powerful symbols of our nation’s engagementwith four Liberty Loan campaigns, the War Savings Stamp program, theVictory Loan, and the American Red Cross, and instilled a sense of nationalismand pride. Over the Top: American Posters from World War I featured iconic symbolsof the United States, including the Statue of Liberty, Uncle Sam, and the Americanflag, designed by an impressive roster of celebrated illustrators, including J.C.Leyendecker, James Montgomery Flagg, Howard Chandler Christy, Jessie WillcoxSmith, Henry Raleigh, and others, providing a fascinating window to the Americanexperience during the early 20th century. Organized by the Smithsonian’s Archivesof American Art in Washington, D.C., and supported in part by the C.F. Foundation,10 11

exhibitions continuedAtlanta, the exhibition featured selected posters from the collection of Thomas andEdward Pulling, grandson and great-grandson of the Honorable R.C. Leffingwell,Assistant Secretary of the Treasury and head of the War Loan Organization.The Museum’s 40th anniversary provided an appropriatebackdrop for closer consideration ofthe artist’s studio as integral to the creative process.The first historical reinstallation of NormanRockwell’s Stockbridge studio, A Day in the Life,brings visitors back to October 1960, when he washard at work on one of his most famous SaturdayEvening Post covers, Golden Rule. Recently digitized,an extensive archive of photographic negativesmade the exact recreation of a moment in timein Rockwell’s studio possible, right down to thearrangement of the artist’s palette, paint tubes,props, and inspirations. Indicative of the artist’spersonal philosophy, Golden Rule was a precursorto the socially conscious subjects that he was yetto undertake.In conjunction with the studio reinstallation, Conserving Norman Rockwell’sUnited Nations, an intimate but significant exhibition, explored the intricaciesof art conservation, from initial evaluation to complete restoration. A step-bystepinvestigation of the Williamstown Art Conservation Center’s methods ofconserving Norman Rockwell’s United Nations drawing, a large-scale symbolicportrayal of the United Nations and the peoples of the world, offered insightsinto a rarely seen but essential preservation process. Video documentation of theconservation process inspired much interest in the galleries.Two complementary exhibitions offeredadditional insights into the theme. TheArtist’s Studios provided an engaging lookat some of Norman Rockwell’s 20 studios,featuring archival images of Rockwell’sworkspaces in New Rochelle, Arlington,and Stockbridge, as well as a selectionof artworks created within them. Inaddition, Artists in Their Studios offereda unique glimpse of the lives and studiospaces of more than 75 noted Americanartists from the late 19th century to thepresent. Photographs and primary sourcematerials including letters, artists’ handwritten notes, and personal effects fromthe Smithsonian’s Archives of American Art were featured in this compellingexhibition, which offered an intimate perspective on artists at work, at home andabroad. Photographs of Alexander Calder, William Merritt Chase, Chuck Close,Ellsworth Kelly, Willem de Kooning, Richard Diebenkorn, Marcel Duchamp,Helen Frankenthaler, Reginald Marsh, Louise Nevelson, Jackson Pollock, RobertRauschenberg, Ad Reinhardt, Mark Rothko, John Singer Sargent, John Sloane, AndyWarhol, N.C. Wyeth, and others were on view.The Museum’s broadened collecting mission, which places Norman Rockwellwithin the context of his evolving profession through the acquisition of originalillustration art, inspired Recent Acquisitions: Norman Rockwell and the Art ofIllustration. This intimate exhibition offered fresh perspectives on recentlyacquired works by Norman Rockwell and other accomplished illustrators fromthe permanent collection of Norman Rockwell Museum. Rockwell’s She’s My Baby,a 1927 cover painting for the Saturday Evening Post, and The Old Flirt, a 1962 drawingof the artist’s Stockbridge physician were on view, along with paintings anddrawings by such masters of American illustration as Thomas Fogarty, JamesMontgomery Flagg, Rolf Armstrong, Worth Brehm, George Harding, Orson ByronLowell, Frank C. Bensing, and others.Lively community-based exhibitionsshowcased the artistry of regional artiststhis year. These included In FullBloom: Artists Design Garden Gates,a resplendent plein air exhibitioncelebrating the wonders of art andnature. Artists designed and installedunique garden gates on NormanRockwell Museum’s bucolic 36-acresite—offering inspired entryways tothe imagination. The 23rd AnnualBerkshire County High School ArtShow featured a diverse installationof original works by Berkshire Countyhigh school art students, celebratingthe region’s talented youth.Additionally, a special off-site exhibition of particular interest to the Stockbridgecommunity was installed at the Stockbridge Town Hall in January 2009. TheStockbridge Models Project, a lively installation of Rockwell’s photographic referencesfrom the Museum’s collection, celebrates the participation of many local individualswho posed for Rockwell’s widely published images.12 13

traveling exhibitionsNorman Rockwell Museum’s vibrant Traveling Exhibitions Program brings the art ofNorman Rockwell and of illustration to audiences in diverse geographical locations,expanding the Museum’s walls and enhancing accessibility.American Chronicles: The Art of Norman Rockwell, which began its five-year, 11-citytour at the Akron Art Museum in 2007, traces the evolution of Rockwell’s art andiconography, and explores the impact of his imageryon the American psyche. Forty-two original artworksfrom the Museum’s permanent collection, 323 SaturdayEvening Post covers spanning 47 years, and compellingphotographic images from the Archives offer a multidimensionalview of the 20th century as it unfolded—as seen through Rockwell’s narrative images, whichcontinue to have a singular impact on society. This year,American Chronicles engaged audiences at the ChryslerMuseum of Art in Norfolk, Virginia, and the DetroitInstitute of Arts in Detroit, Michigan, receiving ravereviews and record-breaking visitation at both venues.The exhibition was brought home to Stockbridge for theMuseum’s 40th anniversary summer.Numerous outstanding museums, historical societies, and institutions have hostedMuseum exhibitions of original art and archival materials, attracting enthusiasticaudiences. Picturing Health: Norman Rockwell and the Art of Illustration, featuringRockwell paintings from the collection of Pfizer Inc, was on view at the KalamazooInstitute of Arts in Kalamazoo, Michigan. In addition, Building Books: The Art of DavidMacaulay continued to draw crowds at the Cincinnati Art Museum and the FittonCenter for Creative Arts (a shared exhibition); at the Museum of Art, Rhode IslandSchool of Design; and at the Currier Museum of Art in Manchester, New Hampshire.Dinotopia: The Fantastical Art of James Gurney and LitGraphic: The World of the GraphicNovel are among the fine exhibitions that will take to the road in the coming year.curatorialaccess to vast digital records, including those for 16,198 acetate negatives employedby Norman Rockwell as visual references for his paintings, and to the complete catalogueof the artist’s work. All 4,000 Definitive Catalogue records, including artworksin the collection of Norman Rockwell Museum, are currently being subject-catalogued,and can be referenced according to terms outlined in the Library of CongressSubject Thesaurus for Art and Archival Materials. A Web access test model forVernon Systems, the Museum’s collections management system, is currentlybeing customized to meet graphic and content standards, and ProjectNORMAN’sexciting public access phase will be launched in the coming year.This year, the Museum hired Archivist Jessika Drmacich to further document,process, re-house, and provide access to important archival materials, includingNorman Rockwell’s fan mail and business correspondence. Appropriate archivalprocessing makes deepened scholarship related to the artist’s work possiblewhile preserving delicate objects that offer insight into his process and oeuvre.An Archives Access Policy has been established, and plans are also in placeto process and digitize the Museum’s film-based materials, which feature rareglimpses of the artist’s personal and professional life.The Curatorial Department also makes Rockwell’s art accessible through theMuseum’s Image Services Program, which provides high quality images of Rockwellartworks for publication, educational, and commercial use.Rockwell Center For American Visual StudiesNorman Rockwell Museum is the preeminent museum of American illustrationart, inspired by the enduring legacy of Norman Rockwell. The Museum preservesthe world’s largest collection of Rockwell art, the artist’s Stockbridge studio, andthe Norman Rockwell Archives, a 200,000-item collection undergoing digitalpreservation. This commitment to scholarship relating to a significant if understudiedaspect of our American visual culture has led to the formation of theRockwell Center for American Visual Studies, the nation’s first art history researchinstitute devoted to the art of illustration.This spring, Joyce K. Schiller, Ph.D., anart and architectural historian withAmong many collections initiatives, ProjectNORMAN, the Museum’s multi-yeara deep and long-standing commitmentcollections digitization project, remained an important focus this year. In particular,to scholarship relating to the artcuratorial staff made significant strides toward public accessibility. Staff continuedof illustration, joined the Museum’sto scan and digitally photograph the extensive collection of objects in Normanstaff as Curator, Rockwell Center forRockwell’s studio—from brushes and paint tubes to clippings and mementosAmerican Visual Studies. In June, theretained by the artist—and the resulting image files were associated with theirMuseum convened the first meeting ofaccession records. Archival objects acquired by the Museum through purchasethe Illustration Partnership Network—aor donation have been scanned or photographed, uploaded, accessioned, and associated.nationwide group dedicated to the pres-A searchable station in the Museum Archives now provides on-siteervation and study of illustration art14 15

curatorial continuedand American visual culture—bringing together leading professionals workingin the field from institutions including the Library of Congress, Delaware ArtMuseum, Brandywine River Museum, New Britain Museum of American Art,Modern Graphic History Library at Washington University in St. Louis, Societyof Illustrators, Kelly Collection of American Art, Hallmark Collection, Frank E.Schoonover Foundation, and others. The collective accomplishments of these organizationswill be presented jointly and made accessible on the Web through theMuseum’s site. A Rockwell Scholars Program designed to inspire the ongoing studyof illustrated images within artistic and cultural contexts will be announced in thecoming year.permanent collection donationsThis year, a generous multi-year gift fromSenator Jack and Mrs. Jane Fitzpatrick addsCobbler Studying Doll’s Shoe, an iconic earlyRockwell work created for the April 30, 1921issue of Literary Digest, to the Museum’shallmark collection of Rockwell art. In addition,many outstanding donations tothe permanent collection have greatly enhancedthe Museum’s holdings of originalillustration art, particularly those createdby artists working during Rockwell’s peakyears. Generous donations from art collectorand National Council member RobertT. Horvath by Henry Pitz (1895-1976); TomLovell (1909-1997); Thomas Fogarty (1873-1938), Rockwell’s beloved teacher at theArt Students League; Edward A. Wilson(1886-1970); Norman Mills Price (1877-1951); Lyle Justis (1892-1960); Saul Tepper(1899-1987); George W. Barratt; MarthaJackson Cornwell (1865-1955); George Evans (1920- ); Kerr Eby (1889-1946);Charlotte Harding (1873-1951); and Henry J. Peck (1880-1964) are outstandingartworks that reflect the cultural significance of published imagery during theAmerican 20th century. An important donation from art collector and MuseumTrustee Steven Hirsch brought a poignant 1943 cover illustration for Life byFletcher Martin (1904-1979) to light, and a beautiful story illustration by MaryWaterman Bonsall (b. 1868) was added to the collection by artist/art historianand Museum Trustee Alice Carter and the Benjamin and Jane Sperry EisenstatCollection of American Illustration.The Museum also added the art of regional painter and illustrator Laurie Cormierto its permanent collection, with sincere thanks to the artist and his family. A giftedBerkshire artist who has always been inspired by the world around him, Cormierhas painted townscapes, landscapes, and wildlife scenes that capture the beautyof the Berkshires and of his native New Brunswick. His richly painted artworks haveappeared on the covers and pages of many books and periodicals, and have beenexhibited widely.We are extremely grateful to all of our generous donors for the outstanding gifts ofart that will be preserved, interpreted, and made accessible for generations to come.archival acquisitionsThis year, Anne Braman, who once modeled forRockwell as the school teacher in Happy BirthdayMiss Jones (1956), made a generous donation ofimportant ephemeral materials to the Museum.These included original correspondence fromNorman Rockwell to Braman’s family and severalof Rockwell’s original reference photographs,used for The Marriage License (1955). Braman’sfather modeled as the clerk for that painting.In addition to his past donations of originalillustration art, noted portrait artist EverettRaymond Kinstler kindly provided a 1941 letterof admiration from illustration giant CharlesDana Gibson to his celebrated contemporary, James Montgomery Flagg.Over the Top: American Posters from World War I inspired the generous gift of twoWorld War I posters to the Museum Archives from historian William Cohn,husband of deceased and beloved Museum Trustee, Jan Cohn. Museum guide andStockbridge resident Claire Williams gifted several photographs taken by LucienAigner in 1963, which were published in that year’s Massachusetts Electric Systemnewsletter. The photos feature former Stockbridge Selectman Bob Williams withNorman Rockwell in the artist’s South Street Stockbridge studio.An outstanding collection of approximately 500 archival tear sheets illuminatingthe career of mid-century illustrator Al Parker have been generously donated byKit and Donna Parker, the artist’s son and daughter-in-law. Cultural themes and theevolution of published imagery are reflected in this comprehensive collection ofParker’s work, which was greatly admired by Rockwell himself. These outstandinggifts make continued scholarship possible for researchers today and into the future.16 17

exhibitionstraveling exhibitionsA Day in the Life: Norman Rockwell’sStockbridge StudioOpened May 1, 2009Conserving Norman Rockwell’sUnited NationsOpened May 1, 2009Artists in Their StudiosCompanion exhibition: The Artist’s StudioFebruary 7 – June 7, 200923rd Annual Berkshire County HighSchool Art ShowFebruary 7 – March 8, 2009The Stockbridge Models Project:A Norman Rockwell Museum HistoricPreservation ProjectOn view at the Stockbridge Town Hallin Stockbridge, MassachusettsOpened January 2009Recent Acquisitions: Norman Rockwell andthe Art of IllustrationNovember 2008 – April 2009Over the Top: American Posters fromWorld War INovember 8, 2008 – January 25, 2009In Full Bloom: Artists Design Garden GatesJuly 4 – October 19, 2008Raw Nerve! The Political Art of Steve BrodnerJune 7 – October 26, 2008Norman Rockwell: Illustrator in ChiefFebruary 15 – November 16, 2008American Chronicles:The Art of Norman RockwellChrysler Museum of ArtNorfolk, VirginiaNovember 8, 2008 – February 1, 2009Detroit Institute of ArtsDetroit, MichiganMarch 8 – May 31, 2009Picturing Health: Norman Rockwelland the Art of IllustrationKalamazoo Institute of ArtsKalamazoo, MichiganSeptember 20 – December 14, 2008Mobile Museum of ArtMobile, AlabamaMarch 6 – May 24, 2009Norman Rockwell in the 1940s:A View of the American HomefrontRedlin Art CenterWatertown, South DakotaJune 1 – August 9, 2008Norman Rockwell’s Home for the HolidaysAtlanta History CenterAtlanta, GeorgiaNovember 22, 2008 – February 15, 2009Building Books: The Art of David MacaulayCincinnati Art MuseumCincinnati, OhioFitton Center for Creative ArtsHamilton, OhioJune 14 – September 7, 2008The Museum of ArtRhode Island School of DesignProvidence, Rhode IslandSeptember 24, 2008 – February 1, 2009Currier Museum of ArtManchester, New HampshireMarch 5 – June 1, 2009Tasha Tudor’s Spirit of the Holidays1911 City Hall Arts and Cultural Center/City of Lake CharlesLake Charles, LouisianaNovember 7, 2008 – January 31, 2009donationsPermanent Collection Art DonationsSenator Jack and Mrs. Jane FitzpatrickEstate of Jewel Flower EvansRobert T. HorvathDavid Lowell Johnson and ThomasJohnsonSteven HirschThe Benjamin and Jane Sperry EisenstatCollection of American IllustrationArchival DonationsClaire WilliamsMarilyn BloomKit and Donna ParkerMargarita MyerEverett Raymond KinstlerThe Estate of Rolf ArmstrongAnne BramanCatharine B. DeelyWilliam H. CohnCecelia Rufo and Anne Lamone WhiteGary Malmberg18 19

exhibition loansLenders to Norman Rockwell Museum Permanent CollectionAmerican Legion Post #193,Winchendon, MassachusettsStewart BabbottBerkshire MuseumThomson C. ChewCarlos D. De MattosKay DoreEleanor Ettinger and Barbara StevensPhillip M. GraceMica and Richard HadarVirginia and Douglas HaightOliver C. Kempton, Jr.Herbert LobsenzIdella LudwigMarino Family TrustFamily of Angus MacdonaldKelly MeanyElizabeth Montgomery/The Familyof William S. MilesDon MottThe Musselman FamilyLowell PaddockPfizer IncJarvis RockwellPeter RockwellGail and Thomas RockwellKenneth SalemMrs. Mary Alice SchwarzNelson SeveringhausThe Stuart FamilyWilliam StuartSun-Maid Growers of CaliforniaWilliams High School Alumni AssociationattendanceTotal Visitation 129,860daily visitation, children 11,414daily visitation, college students 4,737group tourism 15,233school programs, on site 4,852school programs, off site 304scout programs 106family days 574linwood living history programs 177other adult public programs 2,877other child public programs 1,307festivals and community days 1,744free tuesdays 2,811shared ticket incentives 4,376audio tours 8,770library passes 2,833Lenders to Norman Rockwell Museum ExhibitionsRaw Nerve! The Political Art of Steve BrodnerSteve BrodnerGail LevineTown of Wilton, ConnecticutPicturing Health: Norman Rockwell and the Art of IllustrationPfizer IncAmerican College of CardiologistsMelinda BeckCathie BleckGuy BilloutJuliette BordaCharles CrossCora Lynn DeiblerGuy BilloutBuilding Books: The Art of David MacaulayDavid MacaulayOver the Top: American Posters from World War IThomas Leffingwell PullingEdward Leffingwell PullingArtists in Their StudiosArchives of American Art, Smithsonian InstitutionJuliette BordaCora Lynn DeiblerTeresa FasolinoFrances JetterGregory ManchessPeter de SèveWhitney ShermanElwood SmithMark Ulrikseneducation & visitor experienceAs a museum founded to further “art appreciation and art education” throughthe work of Norman Rockwell and other illustrators, Norman Rockwell Museumis committed to engaging a wide range of audiences in multiple locations—athome in Stockbridge, at venues across the nation carrying its traveling exhibitions,and, increasingly, on the Web. Notwithstanding global economic challenges,this year was one of determined experimentation and innovation, as theMuseum sought to develop new audiences and deepen relationships with existingones. Family programming was a particular focus, recognizing the needs of a newgeneration of parents with children at home seeking to enjoy meaningful family experiences.The Museum also intensified its outreach to seniors, young professionals,and people of diverse socio-economic means within the region. Responding tothe economic downturn—and recognizing the important role of cultural institutionsin difficult times—the Museum opened its doors for free each Tuesday this winter.Visitors, artists, teachers, scholars, and art appreciators from around the nationand world—and those from close to home—enjoyed a mix of hands-on art experiences,talks and workshops, performances, after-hours events, and guided tours bythe Museum’s dedicated and expert guide staff.Summer ProgrammingOpen Season, a pre-election series of political lectures and performances connectedto our summer 2008 exhibition, Raw Nerve! The Political Art of Steve Brodner,drew hundreds of attendees and confirmed the popularity of the Museum’s annual20 21

education & visitor experience cont.Summer Lecture and Performance Series as a fixture of the Berkshires’ culturallandscape. Each Thursday evening in July and August, speakers presented differentslants on politics, including satire in political cartoons, gender and politics, SteveBrodner’s quirky take on what he called “The Naked Campaign,” an evening of musicof campaign trails over the years, and a lively discussion of “Politics Unusual”with Alan Chartock. The series sparked animated debate, and proved a valuableforum for the exchange of ideas on election-year politics.Throughout the summer, our young visitorsenjoyed drop-in art workshops both in theMuseum and on the grounds, while adultartists participated in a stimulating intensiveoil painting workshop, Fully Loaded Brush, withaward-winning illustrator Gregory Manchess.Thousands of visitors enjoyed our popular annualsummertime programs, including Play Ball, abaseball-themed festival day; performances bythe Berkshire Choral Festival and the StockbridgeSinfonia; and our living history performance,Meet Mr. Butler. A capstone of the summerseason, Runaway Day, highlighted Rockwellmodels Dick Clemens and Ed Locke and celebrated the 50th anniversary of the1958 painting, The Runaway, for which they posed. Massachusetts State TrooperLieutenant Tom McNulty joined us with a custom-built set of the painting, inspiringmany photographs and great joy. Other Rockwell models were on hand to delightvisitors with their stories and reminiscences.The experiences of Rockwell’s models informed a new living history performance,developed later in the year. Called In Rockwell’s World, it draws on real-lifeRockwell models and their colorful stories.School Programs and High School Art ShowAs a result of the economic downturn and severe budget constraints, schoolsacross the country cut or limited field trips this year. The Museum felt a significantand immediate impact from these decisions going into the 2008-09 schoolyear. Despite the challenging conditions, we welcomed almost 5,000 studentsthis year. The Museum’s language arts-based school programs were a popularchoice with teachers, reflecting the accessibility of the narrative aspects ofRockwell’s art to students of all ages. Through in-gallery discussions, guided looking,and creative hands-on experiences, students honed their skills in languagearts, history/social studies, and studio arts, while deepening their understandingof Norman Rockwell’s art. The education staff also made efforts to develop curriculathat could be brought to students in their school settings.Generous support from the High Meadow Foundation,in addition to Sheriff Massimiano, Jr. and the Deputiesof Berkshire County allowed 936 students to visit theMuseum who otherwise would not have been able to doso. Underwriting bus transportation costs and admissionfees for schools in need ensures full accessibility of theMuseum’s education programs to all students in ourregion, regardless of economic situation.In February 2009, over 125 guests gathered at theMuseum to celebrate the 23rd Annual Berkshire CountyHigh School Art Show. Each year, the Museum hosts thisinspiring showcase of the talented youth of BerkshireCounty high schools.In the spring, the Museum awarded its annual scholarship to a Berkshire County artstudent: Morgan Balfanz of Monument Mountain High School.Free TuesdaysThe Museum launched Free Tuesdays in early November 2008. Designed to giveall members of our community full access to the Museum’s cultural resourcesduring tough economic times, Free Tuesdays ran throughout the winter season,ending on March 31, 2009. Education staff developed special programmingfor Free Tuesdays, some of which was targeted to specific audiences withinthe community. In the fall, the Museum debuted a new series of gallery talkson selected Tuesdays, inviting scholars, curators, and artists to speak on topicsrelevant to our winter exhibition, Over the Top: American Posters from World War I,and our spring exhibition, Artists in Their Studios. Other new programming includedToddler Tuesdays, created for the very young and their caregivers, and combiningart, stories, and music.Cultivating Family AudiencesSpecial attention was given this yearto creating programming that wouldengage family audiences and deepenthe relationship between families andthe Museum. In the fall, the Museumintroduced a new look and new activitiesto its children’s activity center, renamedthe Art Zone. Drop-in programs eachSunday, collaborations with IS183, andprogramming and projects offered during school vacations made the Art Zone apopular family destination.22 23

education & visitor experience cont.Two new family festival days were added to the Museum’scalendar this year. In November, we organized BerkshireSampler Community Day, which brought families toour campus to enjoy hands-on activities from dozens ofcultural organizations throughout the region, includingBarrington Stage Company, Berkshire Carousel, and theUpper Housatonic Valley African-American HeritageTrail. In May, we debuted World Rhythms, a free communityday that drew over 600 visitors and 20 performersin a celebration of diversity inspired by Rockwell’s GoldenRule. The festival served as the community opening of ADay in the Life: Norman Rockwell’s Stockbridge Studio, anexciting studio reinstallation of which Golden Rule was acenterpiece. A full day of events included lively percussionfrom the Berkshire Bateria (inspiring much impromptudancing); a performance from Pittsfield’s Youth AliveStep and Drum Team; mesmerizing storytelling by world folktale performer EshuBumpus; a performance by the Latin Folkloric Multicultural Dancers; an originalplay, Rockwell Reflections, performed by students from Berkshire Country Day; aGolden Rule-inspired community art project; and much more.Other New Audience InitiativesConsistent with the year’s theme of experimentationand innovation, the Education and Visitor ExperienceDepartment developed numerous small-but-strategicinitiatives to target new audience segments. Followinga successful hosting of a Berkshire Young Professionalsmeeting in the summer of 2008, the Museum deepenedits ties with that group and offered special incentivesto the group’s members. The Museum organized twoevening events in January and February geared to youngprofessionals and working adults. These AfterHours programs combined musicaland improv theater performances, refreshments, and casual networking in asuccessful showcase of the Museum’s hipper side. Collaboration with other areacultural organizations was also a key to engaging new audiences. Discussion ofthese initiatives follows in the Sales and Marketing section of this Annual Report.Also new this year were programs designed especially for Boy and Girl Scouts,a large and under-tapped audience segment for whom Norman Rockwell hasa special significance (given the artist’s 60-year working relationship with theBoy Scouts of America). These new programs generated immediate interest,and brought uniformed young people to the Museum for gallery and classroomexperiences that helped them earn scouting badges in art.communicationsNorman Rockwell Museum’s 40th anniversary provided the primary focus andcontext for communications initiatives during 2008-09. Museum leadershiprecognized that this important anniversary year offered a singular opportunity tosharpen the Museum’s messaging and positioning, and engage a wide range ofaudiences and stakeholders. During the fall, the Communications Departmentand senior professional staff worked intensively with strategic communicationsconsultancy Resnicow Schroeder Associates to revisit and recalibrate the Museum’score messaging and develop a comprehensive communications plan. The resultingcore messaging allows the Museum to firmly and publicly embrace the identity ithas built over the past 40 years: Norman Rockwell Museum is the preeminent museumof American illustration art, inspired by the enduring legacy of Norman Rockwell. Thecommunications plan established the target audiences, messages, media andnon-media vehicles, and timing relevant to three crucial areas of activity duringthe 40th anniversary year: 1) the launch of the Rockwell Center for AmericanVisual Studies; 2) the launch of the public phase of the “Sharing Rockwell’sLegacy” fundraising campaign; and 3) the spotlighting of the year’s majorexhibitions, programs, and events.40th Anniversary PortfolioAlso last fall, planning and content development began for an expanded 40thanniversary special edition of Portfolio, the Museum’s member magazine. Themagazine was designed and written in-house during the winter and spring, andpublished in early July 2009. Consistent with overarching 40th anniversarycommunications goals, the magazine paid warm tribute to the Museum’s fourdecades of growth and accomplishment while also spotlighting cutting-edgenew initiatives shaping the Museum’s future. Working in partnership witha local custom publishing firm, the Museum produced 15,000 copies of themagazine, which will serve as both an anniversary keepsake and an “evergreen”publication to be used in coming years to communicate the Museum’s missionand cultural significance.National Humanities MedalIn November, the Museum received the extraordinarynews that it had been awarded the National HumanitiesMedal, the nation’s highest honor in the field. TheCommunications Department collaborated with the pressoffice at the National Endowment for the Humanities toannounce the award to local and national media, as well asdisseminate the news to various Museum constituencies.The winter 2009 issue of Portfolio offered special coverageof the award, including a photo essay of Director/CEO LaurieNorton Moffatt receiving the Medal at the White House.24 25

communications continued40th Anniversary Press ConferenceBy January, stepped-up planning was underway for a major 40th anniversarypress conference on February 3, 2009 (Norman Rockwell’s birthday). At the sametime, the Communications Department actively supported the efforts of ResnicowSchroeder to secure New York Times coverage of the Museum’s new projects. Artjournalist and Times contributor Carol Kino visited the Museum in mid-January toreport not one but two Times stories about Norman Rockwell Museum: a SundayArts piece published in early February positioning the Museum as an innovative,forward-thinking institution, and unveiling the Rockwell Center for American VisualStudies; and an article in the Times’ Museums special section in March spotlightingthe reinstallation of Rockwell’s studio and his powerful embrace of Civil Rightsthemes in his paintings of the 1960s.Fresno Bee, Pittsburg Post-Gazette, Seattle Times, San Jose Mercury News, JerusalemPost, Saturday Evening Post, and Yankee magazine, among others. The Museum alsogarnered excellent coverage in the art press, online and in print, including articlesin ARTnews, Artnet, Artinfo, Art Daily, Antiques and the Arts Weekly, and Antiques andFine Art.Of particular note in local press coverage was an in-depth cover story in the Juneissue of Berkshire Living; a 10-page special supplement in the Berkshire Eagle onJuly 2, 2009 that featured 16 articles about the Museum’s collections, exhibitions,history, and new initiatives, and sensitive treatment of Rockwell’s life and work; anda live broadcast of WAMC’s popular morning program, The Roundtable, from theMuseum on July 9, 2009, the day of the 40th anniversary party.The February 3rd press conference broughttogether more than 60 members of the mediaand local opinion-leaders for a compellingshowcase of the Museum’s new directions and40th anniversary milestones and festivities. TheMuseum reinforced its preeminence in the fieldof illustration art with its announcement of theRockwell Center for American Visual Studies,the nation’s first research institute dedicatedto illustration art, and its hiring of the Center’sinaugural Curator, illustration art scholar JoyceK. Schiller. Subsequent coverage in many localmedia outlets, including front-page and editorialcoverage in the Berkshire Eagle, signaled thesuccess of the press event.Press CoverageThe Museum enjoyed significant press coverageof all aspects of its 40th anniversary year. TheCommunications Department worked to cultivaterelationships with key members of local andnational media, and expand and fine-tune theMuseum’s in-house press lists. In collaborationwith Resnicow Schroeder, substantial coverage ofthe Museum, its anniversary, and its exhibitionswas secured in leading national and internationalmedia outlets, including the New York Times,Boston Globe, Wall Street Journal, InternationalHerald Tribune, USA Today, Associated Press,Forbes, Newsday, New York Post, Detroit Free Press,Strong and sustained interest in Norman Rockwell ensures that the Museumreceives a steady flow of press inquiries, visits, and interview and image requests.Communications staff work to receive, manage, and optimize these contacts,as well as facilitate visits and interviews. The Museum hosted an array ofnotable press visits this year, including from Sebastian Smee and Mark Feeneyof the Boston Globe; Channel 5 Boston’s “Chronicle” program; the PBS-airedlifestyle program, A Moment of Luxury; Voice of America; the Japanese editionof Milk Magazine; several independent documentary filmmakers; and numerousjournalists from Canada and Europe.Additionally, the Museum hosted two exhibition preview events for local press thisyear: a November preview for the fall exhibition, Over the Top: American Posters fromWorld War I, and an April open-house for the reinstallation of Rockwell’s studio.Media PlanningComplementing its public relations initiatives, the Communications Departmentalso sought to update and strategically tune the Museum’s advertising mediaplan, eliciting the input and expertise of an outside agency to aid these efforts.The resulting new plan—put in place during the spring, in close collaboration withthe Sales and Marketing and Education and Visitor Experience Departments—increased the Museum’s investment in online advertising and leveraged outdooradvertising for the first time in several years. Several new ad concepts weredeveloped in-house, combining new messaging with greater use of images ofpeople enjoying the Museum to bring the visitor experience more fully to life.Creative ServicesThroughout 2008-09, the Communications Department continued to serve as theMuseum’s central creative services bureau, responsible for maintaining its visualidentity and graphical standards, as well as consistency in tone and voice. Thedepartment produced all Museum print and Web ads, the aforementioned issues of26 27

communications continuedPortfolio, exhibition opening invitations and other exhibition-related materials,Programs & Events brochures, monthly e-newsletters and e-cards, posters andflyers, Museum store materials, and other marketing collateral as needed. Most ofthe Museum’s photography and video needs were also handled in-house.In the spring, the department worked with curatorial staff to produce a catalogue toaccompany the Museum’s retrospective exhibition, The Fantastical Faces of PeterRockwell: A Sculptor’s Retrospective. The catalogue served to document notableworks and phases of Peter Rockwell’s 50-year career, and to offer perspectiveson his life and art.Museum 2.0In 2009, the Museum deepened its commitment to engaging its many constituenciesonline. A relaunch of the homepage of its Web site in January was followedby a strategic redeployment of communications staff to form a new media group,working with a Web consultant under the umbrella of the Museum’s Education andVisitor Experience Department. The new media group began content migration,programming, and design toward the relaunch of the Museum’s site on a new, moreflexible and interactive platform later in the year. Communications and new mediastaff also worked closely with curatorial staff to prepare ProjectNORMANfor its online public debut in the fall of 2009. The Museum intensified its use ofsocial media, including Facebook and YouTube, to create and deepen relationshipswith disparate audiences online. Further “Museum 2.0” initiatives will bepursued in the coming year.Communications staff made adistinctive contribution to thevisitor experience both online andin the galleries through in-housevideo production capabilities.Staff produced two majorvideos in 2008-09—ConservingRockwell’s United Nationsand The Fantastical Faces ofPeter Rockwell: A Sculptor’sRetrospective, both to accompanytheir respective exhibitions—as well as an array of video clips of interviews,lectures, and art demonstrations. More than 40 videos are now available onthe Museum’s YouTube site. In the spring, the Museum forged a partnershipwith the Indianapolis Art Museum, creator of ArtBabble, the Web’s first art videocommunity. Norman Rockwell Museum videos are available for viewing bymembers of that community, together with videos by an elite group of museumsand arts organizations nationwide.sales & marketingIn early 2009, the Museum put itself in the vanguard of its field’s marketingpractices by creating a group focused exclusively on the sale and marketing of theMuseum’s tours, packages, and collaborations; store merchandise; and ancillaryservices. The Museum redeployed professional staff and resources to comprisea new Sales and Marketing Department, housed within the Education and VisitorExperience Department to foster close collaboration with programming andvisitor services staff. The creation of this new department constitutes a strategicand assertive response to the economic downturn, as well as a recognition of thenew realities museums face in competing with proliferating digital entertainmentsto engage audiences.Collaboration And Cross PromotionThe Museum took a leadership position within the Berkshireregion in fostering collaboration with other cultural institutions.In August 2008, the Museum launched the AmericanIcons program, a joint ticking promotion with Chesterwood,Hancock Shaker Village, and the Mount, with generous participationof the Berkshire Eagle as a media sponsor. Offeredin Pick Three and Pick Four options, the program allowed visitorsto purchase a discounted ticket at any site for use at theother partner sites. Norman Rockwell Museum took the leadin developing a mutli-pronged marketing campaign targetedto group tour companies and leisure travel markets. All fourpartner organizations, the Berkshire Visitors Bureau, the RedLion Inn, and other members of the cultural tourism sectorundertook promotion. In addition to ticket sales, the Museumgarnered great good will from its visitors and the Berkshirebusiness and cultural communities. The program was successfullyrelaunched in May 2009 with the addition of a PickTwo option that proved popular with visitors. American Iconsis on track to run from May through October each year—aninnovative new feature of the Berkshires’ cultural landscape.Frelinghuysen MorrisHouse & StudioThe success of American Icons sparked other partnerships.The Museum collaborated with Mass MoCA to create a jointticket pairing Norman Rockwell with Sol LeWitt, the focus ofa permanent exhibition Mass MoCA unveiled in the fall, withthe theme Two Views: One Ticket. The Museum also enteredinto joint ticketing partnerships with the Clark and VentfortHall, both of which debuted this spring. The reinstallation of Norman Rockwell’sstudio in May provided the opportunity for a promotional collaboration withChesterwood and the Frelinghuysen Morris House and Studio around the themeof artists’ studios.28 29

sales & marketing continuedThis winter and spring, the Sales and Marketing Department made concertedefforts to renew and deepen relationships with the local lodging community. Theseefforts resulted in cross-promotions and packages with numerous lodging partners,including the Red Lion Inn, Comfort Inn in Great Barrington, Vacation Village,Wyndham Resorts, various local bed and breakfasts, and others. In early spring, theMuseum entered into an agreement with Yankee Publishing and Berkshire VisitorsBureau to offer online advance ticket purchasing, providing greater access to Websavvyleisure travel markets.membershipMembership and individual support continue toplay a significant role in generating income, especiallyduring a difficult economic climate. Nearly1,800 members and donors made financial commitmentsthis past year. Particularly impressivewas the large percentage of renewing members,a vital and cherished part of the Museum’s communityof supporters.The Museum also stepped up its efforts to engage a range of local businesses andattractions, including personal visits to those places that are important sources ofreferrals. Regular drop-offs of Museum materials at strategic locations, as well aspostering county-wide are other ways the Museum is raising its profile with visitorsand the institutions that serve them.Relationships with the Berkshire Visitors Bureau and the Massachusetts Office ofTravel and Tourism remain vital to the Museum’s marketing efforts in the stateand beyond.Trade Shows And The International MarketInternational travelers have strong interest in New England, and, often, knowledgeof and affection for Norman Rockwell. The Museum is thus well positioned toattract international visitors. Accordingly, the Museum seeks to maintain astrong presence at select travel trade expos, important venues for networkingwith group and packaged travel companies. Sales and marketing staff attendedseveral important shows, notably Discover New England, the premier internationaltravel trade show that attracts top representatives for group and packaged travelto the U.S. The Museum has forged important new relationships with internationaltravel companies that will bear fruit over time. Meanwhile, after just two years ofattendance, the Museum has seen a rise in bookings from Japan, a country thathas deep affection for Norman Rockwell.Facility rentalsThe Museum’s buildings and grounds continue to provide an important source ofrevenue and exposure through event rentals. The spectacular A.M. Stern-designedMuseum building, historic Linwood House (the 19th-century “Berkshire cottage”on the Museum’s grounds), and 36 park-like acres are sought-after venues forpublic events, private parties, weddings, reunions, corporate functions, andMuseum gatherings from 10 to 400. This year, over 2,000 people came to theMuseum through special events, most of which are booked from May throughOctober. The Museum was honored to host festivities for Austen Riggs; Davidow,Davidow, Siegel & Stern, LLP; General Electric; General Mills; and SABIC, amongothers, and to be the chosen site for numerous weddings, rehearsal dinners,christenings, reunions, and other life celebrations.The Museum hosted a number of member eventsthis year, including members’ receptions for Overthe Top: American Posters from World War I, Artistsin Their Studios, and a members and communityopening of A Day in the Life: Norman Rockwell’sStockbridge Studio. Our Garden Gates Garden Partyin the summer of 2008, reflecting the theme ofour outdoor exhibition, In Full Bloom: Artists DesignGarden Gates, gathered members and Museumfriends for a magical summer evening.40th AnniversaryLast summer, membership staff began to reach out to Norman Rockwell Museum’sextended family in preparation for the 40th anniversary party, conceived as a“family reunion” for 40 years of Museum members, supporters, Trustees, andother friends. Staff worked to locate and contact hundreds of longtime Museummembers, former Trustees, and supporters stretching all the way back to thefounding of the Old Corner House in 1969. The 40th anniversary thus becamean occasion to renew old ties with members and other supporters, as well asstrengthen existing relationships.Planning for the 40th anniversary party was a significant focus of Museum staff,Trustees, National Council, and Museum members and supporters throughout theyear. Membership and fundraising activities combined with meticulous planningfor the July 2009 celebration ensured a successful event for the Museum—and ahomecoming for many members of the Museum’s far-flung community.New MembersThis winter, the Museum launched a new campaign to increase membership atthe Illustrator’s Roundtable level ($125 and above). By joining NARM, the NorthAmerican Reciprocal Museums program, Norman Rockwell Museum is able tooffer members at the Illustrator’s Roundtable level free or discounted admissionto over 325 museums across North America. Thanks to this enhanced benefit,the Museum saw growth in new memberships at the $125+ level, as well asupgrades of existing members.30 31

membership continuedTraining and incentive programs for Museum staff, as well as a more prominentmembership presence within the Museum, set the stage for more proactiverecruitment of members. The Museum also intensified membership outreach atkey Museum events, including the Stockbridge Community Breakfast, World RhythmsCommunity Day, and exhibition openings, as well as at gatherings of the BerkshireYoung Professionals, SPARK, Berkshire Creative, and other community groups.Library memberships are a growing membership category for the Museum, and animportant tool for broadening its reach and accessibility. Sixty-eight regional librariesfrom Massachusetts, Connecticut, and New York participate in this program, whichenables library patrons to “check out” a pass for four individual admissions.Corporate membershipsRecognizing the vulnerability of corporate memberships in a sustained recession,the Museum sought to shore up and retain its corporate membership base. Salesand marketing staff continued efforts to attract new members, and focused onfinding creative ways to support and secure relationships with existing corporatemembers. Though renewing members tended to downgrade their commitment inthis economic climate, the Museum believes preserving relationships with businesspartners over the long term is of vital importance.museum advancementIn its 40th anniversary year, Norman Rockwell Museum has reached new milestones,thanks to its widening community of supporters. The Museum gratefullyrecognizes the investment of many individuals, businesses, foundations, and governmentagencies in its exhibitions and programs, conservation and collection care,strategic planning, the new Rockwell Center for American Visual Studies, and the“Sharing Rockwell’s Legacy” campaign.Such investment makes it possible for the Museum to take Norman Rockwell andother historic and contemporary illustrators on the road to new audiences acrossAmerica through traveling exhibitions; to inspire thousands of visitors year-roundthrough lectures, workshops, and school programs; and to preserve Rockwell’slegacy for new generations.Rockwell Center for American Visual StudiesIn August 2008, the Institute of Museum and Library Services awarded a Museumsfor America grant of $136,400 as seed money to launch the Rockwell Center forAmerican Visual Studies. With this vital funding, the Museum began putting itsbusiness plan into action. In February 2009, it announced the appointment of theRockwell Center’s inaugural Curator, Joyce K. Schiller. And in June 2009, the Museumconvened its first Illustration Partners Network meeting to establish commongoals within the illustration art community and to plan for joint opportunities.Operations, Preservation, and Physical PlantNorman Rockwell Museum received a one-time Economic Stimulus Grant of$50,000 through the 2009 American Recovery and Reinvestment Act. Museumoperations also benefit from a three-year general operating grant awarded by theMassachusetts Cultural Council.National Endowment for the HumanitiesPreservation and Access funding enabledthe Museum to hire Jessika Drmacich asArchivist to rehouse and order Rockwell’svoluminous records, starting with the fanmail he received from admirers around theworld. The grant will continue to fund theorganization of Rockwell’s business correspondence.In May 2009, a $25,000 grantfrom the Town of Stockbridge CommunityPreservation Committee further advancesthe digitizing, inventorying, and preservingof Rockwell’s Stockbridge PhotographicCollection. Previous support allowed thecuratorial team to develop its StockbridgeModels exhibition, on view at Stockbridge’snew Town Hall.The Cultural Facilities Fund of theMassachusetts Cultural Council and MassDevelopment awarded two significant grantsthis year: $38,000 to support campus-widearchitectural Master Planning, and $190,000in capital funds to address immediate infrastructure needs. The 1772 Foundationstepped forward with a $20,000 grant to install a Fire Suppression System inthe Rockwell studio, which was matched by a gift from the Burton D. MorganFoundation, at the request of Trustee John V. Frank. The dry pipe system will provideimportant protection to the structure and its priceless contents, all the more essentialin light of this year’s updated interpretation of the studio to reflect Rockwell’swork surroundings in 1960.Next Generations of AudiencesSeveral donors underwrote programs for youth. The Red Lion Inn, CountryCurtains, and Blantyre continued their sponsorship of Kids Free Every Day,32 33

museum advancement continuedunderwriting Museum admission to all children age 18and under. Grants from High Meadow Foundation andthe Berkshire County Sheriffs Association underwrite busand program costs for hundreds of public schools groups,and have brought more than 4,000 students and teachersthrough our doors. Berkshire Bank supported educationprogramming with a three-year commitment. LegacyBanks sponsored our popular annual juried BerkshireCounty High School Art Show with a $4,000 grant, andthe Greylock Federal Credit Union contributed toward thebaseball-themed All-American Independence Day. Nick &Ruth Boraski have doubled their generosity with a secondendowment grant to the Ruth P. & Nicholas Boraski FamilyChildren’s Fund, which supports Museum programs forchildren, targeting those in need. Neil and Jane Golub willalso set up an educational endowment.ExhibitionsAmerican Chronicles: The Art of Norman Rockwell took flight to the Chrysler Museumof Art in Norfolk, Virginia, and to the Detroit Institute of Arts, in Michigan, this year,two more stops on the exhibition’s six-year national tour. Thanks to the generosityof an anonymous foundation, theMuseum is able to bring the best of itsRockwell collections to thousands ofnew visitors nationwide. Planning forThe Pleasures of Recognition: Rockwell’sInspirations began with a $30,000Chairman’s Grant from NationalEndowment for the Humanities. OverThe Top: American Posters from WorldWar I was supported by Thomas,Eileen, and Edward L. Pulling.Board and Council LeadershipThe advisory National Council is a group of friends and supporters from around thecountry who serve as Rockwell ambassadors, providing important stewardship andnational outreach for the Museum. Council members convened in Stockbridge overthe weekend of September 27-28, 2008, for an overview of the Museum’s 40thanniversary celebration. Highlights of the weekend include a gathering at Ingleside,home of founding Trustee Pat Deely, hosted by her daughters, Trustee Cathy Deely& Pam Deely; and tours of Raw Nerve! The Political Art of Steve Brodner, which wassupported by a grant from Annie & Ned Lamont.“Sharing Rockwell’s Legacy” CampaignLed by Dan Cain and Anne Morgan, the Campaign Steering Committee worked todeepen relationships with friends and donors, and to seek support in the form ofworks of art, cash, stock, and bequests. The campaign went public in February 2009,with gifts and pledges totaling $18 million, including $10 million in artwork—nearlythree-fourths of our goal of $25 million. Trustees Perri Petricca and Mark Selkowitzare leading the Berkshire County portion of the campaign. Trustee Mark Krentzmanand his wife Farla hosted Museum friends at a gathering in Boston in May.The “Sharing Rockwell’s Legacy” campaign was developed to support theMuseum by funding long-planned programs and initiatives vital to the Museum’sfuture, such as ProjectNORMAN and the American Chronicles exhibition; to seekRockwell and illustration art to expand the Museum’s collections; and to securethe endowment to provide robust support for art collections, operations, and theMuseum’s beautiful campus. The Museum has received pledges and donationsof artworks valued at over $10 million, including Norman Rockwell’s The Linemanand Cobbler Studying Doll’s Shoe. Donations have shored up the endowment againststock market declines due to the ongoing recession, and stabilized a modest butimportant income stream that helps support operations and staff.finance & administrationThe Museum experienced significant challenges to maintain financial stabilityduring the 2008-2009 fiscal year. Historically, the Museum’s operating incomeis driven by admissions and store sales, and 2009was no exception. As was the case with manycultural and nonprofit organizations throughout thecountry, these areas were severely tested to achievelevels experienced in previous years. However,the Museum worked diligently to maintain a veryefficient and effective operation, which successfullycontrolled expenses without sacrificing its missionand produced sound footings again this year.During the year, the Museum welcomed nearly130,000 visitors with six major exhibitions toaccompany its renowned collection of originalNorman Rockwell artwork. These visitors generatedadmissions revenue of $1,303,000 and were responsiblefor 85% of the Museum store’s net salesof $815,000, with the remaining 15% generated34 35

donors continuedLila W. BerlePeter & Helen BingBruce & Sharon BottomleyClay & Sue BurkeAlice CarterHenry J. ConnollyNic & Mary CooperCurtis PublishingPeter & Randall de SèvePamela DeelyPhil & Hilary DeelyThe Dobbins FamilyFoundationFrank & Patricia FaucettSusan & Timothy FidlerGE FoundationGE Global Research CenterMichelle & Chuck GillettNancy & William GoesselMark Gold & Ellen KennedyHoward & Sue GorhamMary Grant & James CanavanGreylock Federal Credit UnionRichard & Mica HadarJ. Mark & Beth HaneyFelda & Dena HardymonEstelle HendricksonThea IervolinoLola JaffeMartin & Wendy KaplanJamie & Ani KiggenMA College of Liberal ArtsDan & Judy MagrathMartin & Joan MessingerNR Estate Licensing CompanyDavid & Janet OffensendJohn & Susan OgdenJacqueline OhrstromRobert A.M. Stern Architects,LLPDavid RosenthalMarshall & Barbara SloaneAso TavitianDonald TrachteMarilyn & Ron WalterJamie Williamson & BillMarleyRobert & Elizabeth Wilmers$500-$999Robert & Ginny AbbeHenry W. D. BainBerkshire Life Insurance Co.of AmericaBrain Trust, Inc.Ruby BridgesDorothy ByrneCain Hibbard Myers & CookJudy CaywoodAndrew & Jane CohenWilliam CohnMichael JP CollinsBobbie CrosbyGene & Lynn April HartlineEvelyn F. HitchcockKathleen & Neil HoldenAnabel & John KonwiserLegacy BanksCraig LoomisDaphne & Bob McGillWendell & Florence MinorJohanna & David MusselmanJudith & Lorne NortonMr. & Mrs. Lev H. PrichardMr & Mrs. Judson P. ReisGail & Tom RockwellMark & Betsey SelkowitzBob Stringer & Diane HessanTroy’s PromotionsDavid Trzasko & Julia SavoyWheeler & Taylor, Inc.Joan & Henry WilliamsPeter C. WilliamsCrescent CreameryDoris & Foster CummingsJames & Catherine DailyDomaney’s Discount Liquors,Inc.Wayne Donelon & DeniseBrunkusExcelsior Printing CompanyMary & Henry FlyntForesight Land ServicesAnn & Dale E. FowlerRenee & Michael GarrettGeneral Systems Company,Inc.Tom & Laurie GiddensSteven & Barbara GlicksmanLinda J. GorhamSusan & Richard GrausmanScott & Ellen HandPaula & David HellmanMary Ellen & Damon HernPaul W. IvoryKen & Jean JonesRobert W. KohanskiJoan H. KopperlNorma & Sol KuglerLee BankLenox National BankEdwin & Elaine LondonGretchen LongCharles & Marcia MandelBetsey & David McKearnanBarbara & Don McLucasThomas K. & DonnaMcQueenFaith A. MenkenMezze CateringCharles R. MoffattNational GridO’Connell Oil Associates, Inc.Dr. William & KatharinaPerlowPittsfield Cooperative BankPreferred Mutual InsuranceCompanyTerry ReicherRoberts & Associates Realty,Inc.J. Bernstein & L. RosenthalRoute 7 GrillPaul & Jeanne RussEvelyn SegelMickey & Arlene SegoWilliam & Martha SelkeJane & Terry SheaSmith, Watson & Company,LLPElizabeth StrandJanet & Jack TeichOralie & Donald ThurstonAlbert & Jacqueline TogutLaughran VaberVivaSusan & Russ WaringWave Systems Corp.Jerry & Karen WaxbergClaudia & Bob WellsRick Wilcox & Joyce ButlerBruce & Vivian WiseMr. & Mrs. H. Joe WitteRichard M. Ziter, M.D.$100-$249Bunny & Jeffrey AaronCarol AbateMargaret AckermanAT&T FoundationMary G. AveryNat & Betsy BahrerGeorge S. BainCarliss Baldwin & RandyHawthorneDr. & Mrs. Bert BallinRita M. BarredoDavid R. BarrettCheryl & Frank BaschWilliam BellMary BerleDavid BeronaGeorge & Roberta BerryBirchwood InnMr. & Mrs. Leslie BlattRichard & Ellen BlockerEleanor & Ed BloomElaine & Aaron BlumPeter O. BodnarBarbara BonnerMartha BradshawAnna BramanJanet & Frederick Braun, IIIJoel Brehm & Rodney DugasCynthia Brown & MauraDelaneyNancy A. BrownRoger BurdickJudith BurkeCurtis & Patricia ButtenheimMary June & Michael L.CancillaLinda Cantoni & JosephGuzmanPaul & Tonia CarloJanet CathcartRoselle & Alan ChartockStuart & Julie ChaseClassical Tents & Party GoodsCoghlin ElectricalContractors, Inc.Phyllis & Joseph CohenWilliam & Patricia CollinsMichael ConsidineLeona CoopermanNora CorraCindy CorwithJohn & Judith CrosierEvelyn & Scott CunninghamRichard Dannay & GloriaPharesWilliam & Jennifer DargerMarianne De GersdorffThomas DembikHenry H. DennisMartin & Harriette DiamondKitty & Mike DukakisJ. Williar & Sue DunlaevyJoseph E. DwyerHenry & Ruth EbbetsBud & Dot EdgertonJohn & Janet EgelhoferJanet & Don EisensteinCindy & Chip ElitzerGeorge ElvinMary Jane EmmetEiko & Robert EnglingMarilyn & David FaustThe Federal House InnPeggy & Miles FeinsteinSharon & Paul FentnerRichard & Joan FentonLois & Daniel FermaglichNancy & Peter FinnAndy & Tracy FosterFour Seasons Heating &Cooling, Refrigeration, Inc.Ralph & Audrey FriednerRuth FriendlyMr. & Mrs. Stephen M.FromsonJoel GarrelickRobert & Joan GerhartRichard & Monique GershonBob & Gloria GeryJoseph GibbonsMichael M. GilbertLeon GilnerCarol & Steven GinsburgRobert & Elizabeth GniadekAlbert GoldbergStanley & Carole GoldbergCarol A. GorstCharlotte & Sheldon GrossOlle & Elaine HaggstromRichard L. HamiltonJohn & Glenda HammerBrewster Hare & Robin HareMary W. HarrisonMaryann & George HathawayAttnys, Heller & RobbinsKay Horiuchi-WasilewskiRobert & Lynne HorvathMr. & Mrs. Richard A. HuoppiMarilou & John HysonIBM CorporationStephen & Shirley JenksCraig & Rebecca JohnsWes JohnsonAlistair D.K. JohnstonMarcia JonesLawrence & Joan JulienNancy KalodnerJerry & Nancy KaplanKate Baldwin, Private ChefHoward & Nancy KaufmanPeter & Alice KentMichael F. KerriganPamela KinseyJerry & Susan KirshenbaumJudy & John KittredgePhyllis & Harvey KleinJeffrey Kleiser & DianaWalczakAnthony Knerr & Associates$250-$499AAA Southern New EnglandAlarms of Berkshire CountyAusten Riggs CenterSara & Robert AweSherwood & Caroline BainHarry I. BarneyLauren Barr & Derek BuhlJack & Carolyn BattyLillian BenderLori & Allen BernsteinCanyon Ranch in theBerkshiresSara Chase Carlson38Katherine A. CollinsJean & Georgeanne RousseauJane & Jay BrausChristopher ForbesRobert F. Koenig39

donors continuedLibrary MembersPalmer Public LibraryClassical Tents & Party GoodsAdams Free LibraryRamsdell Public Library Holly ColemanJane E. KostuchDavid & Judy OgdenMitchell & Valerie SlotnickAgawam Public Library RCS Community Library Colonial Theatre AssociationNancy A. KramerJean Jacques OlivieroTurbi & Paul SmilowAlford Free Public Library Roeliff Jansen Community Peter & Randall de SèveJoseph & Amy Kroboth Jeri OpuszynskiTerry & Ellen SmithThe Beardsley & Memorial LibraryCatharine B. DeelyDr. Stuart & Carol Kuller Dr. Stanley & Lesley Oransky SNE Building SystemsLibraryRutland Public LibraryPhil & Hilary DeelyDebbie & Mort Kunstler Dean & Lorraine Parmelee Stephanie & Richard SolarBecket AthenaeumSand Lake Town Library Walter & Mary Jo EngelsDr. Barry M. LamontJack PembertonAlan & Sandra SolomonThe Berkshire Athenaeum Sandisfield Public Library Excelsior Printing CompanyHenry & Louise Leander Gary & Rose Penniman Elissa SommerBethlehem Public Library Savoy Hollow LibraryFaber-Castell USADr. & Mrs. Eugene Leibowitz Diane T. PenolaDavid SoskinBrunswick CommunityShrewsbury Public Library Frelinghuysen Morris HouseJohn Hirsch & Herbert Leiman Bruce Piasecki & Andrea Norma & Kenneth SpungenLibrarySimsbury Public Library Glendale BotanicalsYuan & Olivia LiangMastersMr. & Mrs. Kenneth StarkCheshire Library Association South Hadley Public Library Guido’s Fresh MarketplaceLight Horse TavernRay & Madeline Pieczarka Lewis & Margery SteinbergChicopee Public Library Southwick Public Library GVH StudioLaird & Laurie LileMichael & Heidi Poterala Thomas & Maureen SteinerClarksburg Town Library Staatsburg LibraryHarmony TrailsCarl & Beatrice Lindholm David & Margaret Poutasse Emmet & Toni StephensonClifton Park Halfmoon Public Stephentown Memorial Margit HotchkissSharon & Ben LiptzinMargaret & Brian Quinn Robert & Virginia StewartLibraryLibraryDr. & Mrs. Anthony KnerrStella LittlewoodCherry & Pete RainoneMr. & Mrs. SundbergCohoes Public LibraryStockbridge LibraryFarla KrentzmanGeorge & Betsy Longstreth Rosina RandJack & Debbie SwensonDalton Free Public Library AssociationMark Krentzman & CarolineAnn T. LukensSandra & Edward Rappaport Mr. & Mrs. William TaftDavid & Joyce Milne Public Taft Public LibraryVanderlipMr. & Mrs. Peter Lunder Cris RaymondAndy Talbot & Amy JohnsonLibraryTolland Public LibraryGail LevinJohn & Nancy MacEwen Dr. & Mrs. William P. Reed Dorothy H. TannerEast Greenbush Community Topsfield Public Library Wendell & Florence MinorMacFarlane Office Products, Philip D. RichJohn E. TaylorLibraryTroy Public LibraryCraig & Laurie Norton MoffattInc.Peter & Cinny Rockwell Leslie Teicholz & Bob DahlenEast Longmeadow Public Tyringham Free Public Library Anne Morgan & Jim KelleyKate Maguire & Eric Hill Esther F. RosatiArthur & Linda TenenbaumLibraryVoorheesville Public Library Ray Murray, Inc.Barbara MandellEmily Mason RoseLisa ThamasettEgremont Free LibraryThe Welles-Turner Memorial Nejaime’s Wine CellarsBarbara & Roger Manring Florence & Robert Rose Robert & Rebecca ThomasForbes LibraryLibraryOrchids, Etc.Dennis L. MarcheseLydia RosnerSheila & Randy ThunforsGoodwin Memorial Library West Springfield Public Perri PetriccaJohn MarmontiDr. & Mrs. RubinRebecca TimchakGoshen Public LibraryLibraryPittsfield Brew WorksJeanette MaySuzanne & Burton Rubin Richard & Mary Lou TorykianGrace Hall Memorial Library West Stockbridge Public Primate FiascoAnn & Tim McCannWilliam Rudge IIIWilliam & Shirley ToweyGranby Public LibraryLibraryPrimitive Artisans, Inc.Leonard & Barbara McCue Cecelia RufoC. David TraderGuilderland Public Library Westfield AthenaeumLincoln RussellLouise A. McCueLinda & Frank RussellTrue North Insurance AgencyHinsdale Public Library Weston Public LibraryBernie & Judy ShawBrooke McKinneyMassimo & Farla Russo Union St. Public HouseHubbard Memorial Library Wilbraham Public Library Slocum PublishingDeborah & JamesMarty & Pat SalvadoreRon & Sandra VeilletteJoshua Hyde Public Library Windsor Free Public Library Carol SoeldnerMcMenamyAl & Mary Ann Sanborn Robert & Sherene VenablesKent Memorial LibraryPatrick StansfieldCandy & Frank McNally Judy & Fred SargentChet & Madeline VogelLanesboro Public Library In-Kind GiftsStockbridge Country ClubAlan & Alice ModelRay & Susan SchiefferWilliam & Diane VogtLee Library Association Bartlett’s OrchardClaire SwanPaul MoellerGary Schieneman & Susan Capt. & Mrs. R. Leonard VolkLeicester Public Library Lillian BenderTower StoneWilliam MonksFisherHenry & Sallie Von MechowLenox Library Association Berkshire Botanical Garden Ward’s Nursery, Inc.David MoranBruce Schreiber & Ronney Ward’s Nursery, Inc.Leverett LibraryBerkshire EagleClaire WilliamsJanice & Martin Morgenstein RosenbergGrace E. WebberLilly LibraryBerkshire Mountain Spring WJBlueprintsMs. MorrisKarl & Judy Schumacher Al & Muriel WermuthLucy Robbins Wells Library WaterJoan ZillmerKenneth F. Mountcastle Ann SchuttGeorge & Jane WheelerMason Public LibraryBerkshire MuseumDonna & Roger MoyerCarol & Richard Seltzer Reid & Laird WhiteMiddlebury Public Library Berkshire Scenic Railway Norman Rockwell Museum isMullen Brothers Moving & Donald & Arlene Shapiro Claire WilliamsMonson Free LibraryMuseumhonored to acknowledge ourStorageCol. & Mrs. A. Park Shaw, Jr. Mrs. Ralph Wilson, Jr.Monterey LibraryBlue Qdonors’ generosity. We striveHolly & Raymond B. Murray III Gail ShawWindy Hill Farm, Inc.New Lebanon LibrarySteve Brodnerto be as accurate as possible.Bruce & Mary Ellen Nielsen Mr. & Mrs. T. C. Sheffield, Jr. Anye & Edward A. Wolff IIINew Marlborough Town Ann F. BrownPlease call the DevelopmentMargaret & Vaughn Nixon Norma ShribmanHisashi YamagataLibraryKathleen & Daniel CainOffice at 413.298.4100 withJohn & Maureen Noblet Karl & Laurie SiebertArthur & Linda YeeNorth Adams Public Library Campo de’ Fioriany corrections. Thank you.George ObergfollSylvia SilverbergLinda & Ralph ZagariaOtis Library and Museum Roselle & Alan ChartockRobert & Scott Singleton Jerry & Linda Zukowski40 41

staff, 2oo8-2oo9Priscilla AnthonyJoseph AubertAllen BellAlisa BlanchardLeslie BoudreauTerry BrownMark CareyJeremy CloweHolly ColemanThomas DalyRob DoaneKathy DowlerJean DreesJessika DrmacichLise Dubé-ScherrKathy DubreeMichael DuffyMelinda GeorgesonJames GilbertDebbie GreeneDaniel HeckMary Ellen HernRussell HortonMargit HotchkissCorry KanzenbergFrank KennedyJill LarawayJennifer LilienthalMartin MahoneyBetsy ManningAudrey ManringEllen MazzerMary MeliusLaurie Norton MoffattCourtney ParkerLinda PeroStephanie PlunkettLarson PowellKimberly RawsonCharles SableJane SalvatoreJoyce K. SchillerJudy ShawWesley ShufeltTerry SmithAnn SterlinLaura TotaDale WilsonEdward ZiarnikCustomer Service ResearcherManager of Visitor ServicesManager of Warehouse and SafetyOffice ManagerFloor CoordinatorCollections AdvisorMaintenance AssistantCommunications AssistantDirector of Human ResourcesCurator of EducationAssociate RegistrarMembership ManagerAdministrative AssistantArchivistAssociate Director for Visitor ExperienceVisitor Service AssistantManager of Museum StoreDirector of EducationLibrary AssistantDevelopment OfficerWebmasterAssociate Director for Museum AdvancementExhibition ManagerDirector of Sales & MarketingCurator of Archival CollectionsInformation Technology ManagerWarehouse AssistantBookkeeperManager of Collections & RegistrationE-Commerce/Sales AssociateDirector of CommunicationsSales & Marketing CoordinatorManager of Traveling ExhibitionsDirector/Chief Executive OfficerSales & Events CoordinatorCurator of Norman Rockwell Collections (retired)Deputy Director and Chief CuratorVisitor Service AssistantAssociate Director for Communications & MarketingCuratorAssistant Manager of Visitor ServicesCurator/Rockwell Center for American Visual StudiesAssistant to the Director for Special ProjectsFacilities ManagerChief Operating OfficerExecutive Assistant to the DirectorCommunications Receptionist/Education Assistant/VSAMaintenance AssistantWarehouse/Distribution AssistantDOCENTS/VISITOR SERVICESLinda Aurswald, Marge Blair, Peri Caverly, George Church, Barbara Clarke, Judy Daly,Alfred DeMaio, Valerie DeMarasse, Kathy Dubree, Sheila Gershoff, Stephen Gershoff,James Gilbert, Elaine Gunn, Wray Gunn Jr., Joyce Hovey, David Johnson, Beverly Kaplan,Rebecca Karpus, Lee Marino, Anna Myers, Larson Powell, Jane Salvatore, Robert Stevens,Beverly Thompson, Laura Tota, Claire Williams, Meg WilliamsonMUSEUM STORELeslie Boudreau, Elias John Fernandez-Aubert, Sherdyl Fernandez-Aubert,Allen Reid Earle, Charlotte Hern, Kelsey LeClair, Betsy Manning, Sally Melville,Grace Naughton, Robin StraussVOLUNTEERSFlorence Andrews, Priscilla Anthony, Polly and Richard Braham, Robert Bujalski,Dick Clemens, Anita Cohen, Judy Daly, Carlton Dodge, Kathie Dubree, Gwenn Evitts,Frank and Patricia Faucett, Paul and Marilyn Flaum, Joyce Hovey, Claire Johanson,Lenore Ladenheim, Joshua Lilienthal, Paul Lilienthal, Ed Locke, Phyllis Lieberman,Chrissie MacFadyen, Eugene Marshall, Julie Martino, Rick Masters, Tyra Mazzer,Tom and Ruth McNulty, Arnold Miller, Howard and Alayne Miner, Craig Moffatt,Lesley Oransky, Joan Parker, Ingrid Richardson, Rod Robertson, Bernie Shaw,Molly Sheriff, Sylvia Silverberg, Ilene Spiewak, Myra Stern, Claire WilliamsINTERNSElizabeth Beatty, Margaret Cady, Jennifer Chen, Rachel Filkins, Sara Goldberg,Amanda Keating, Haley King, Patricia Konefal, Paul Morris, Jeffrey Nollner,Emily Reynolds, Althea Rockwell, Kalina Swann42 43Creditscover Peter Rockwell, Laurie Norton Moffatt, and Dan Cain at 40th anniversary party. Photo by Sarah Edwards;page 3 (left) First Lady Diane and Governor Deval Patrick. Photo by Sarah Edwards; (right) Stephanie Plunkett,Laurie Norton Moffatt, Lila Berle, and Dan Cain at White House; page 4 Photo by Sarah Edwards; page 5 LaurieNorton Moffatt receiving National Humanities Medal from President George W. Bush; page 6 Norma Ogden,Jane Fitzpatrick, and Lila Berle. Photo by Sarah Edwards; page 7 Peter Rockwell atop Grendel’s Folly; page 9 LilaBerle, Laurie Norton Moffatt, First Lady Diane Patrick, Governor Deval Patrick, and Cathy Deely. Photo by SarahEdwards; page 11 Steve Brodner and family at opening of Raw Nerve; page 12 (top) Rockwell in his Stockbridgestudio working on Golden Rule, 1960. Photo by Bill Scovill. Licensed by Norman Rockwell Licensing Company,Niles, IL; (bottom) Andy Warhol at the Factory (detail). Photo by Ugo Mulas. Courtesy of Archives of AmericanArt, Smithsonian Institution; page 13 Faith Weldon, Butterfly Gate, from In Full Bloom: Artists Design Garden Gates;page 14 Norman Rockwell, No Swimming, 1921. © 1921 SEPS: Licensed by Curtis Publishing, Indianapolis, IN;page 15 Curator Joyce K. Schiller; page 16 Norman Rockwell, Cobbler Studying Doll’s Shoe, 1921. Licensed byNorman Rockwell Licensing Company, Niles, IL; page 17 Fletcher Martin, cover illustration for Life magazine,December 27, 1943. Gift of Steven Hirsch; page 18 Photo by Sarah Edwards; page 21 Photo by Sarah Edwards;page 22 Ed Locke and Dick Clemens, models for Rockwell’s The Runaway; page 23 Bottom photo by SarahEdwards; page 24 Photos by Sarah Edwards; page 26 Photo by Sarah Edwards; page 34 (top) Photo by SarahEdwards; (bottom) Thomas and Eileen Pulling at opening of Over the Top; page 36 Photo by Sarah Edwards.

po Box 3o8, 9 Glendale RoadStockbridge, ma o1262www.nrm.org44