Thesis

This study explores the Museum of Fine Arts Houston's (MFAH) relationship with Houston's growing Latino population and asks how MFAH adapts its programs for this community in order to serve, as its motto states, as 'a place for all people.' This study is based on interviews, focus groups, and surveys both at MFAH and in Houston's Latino communities. Several efforts are underway to broaden the museum's Latino audience base, including the commitment to an expanded Latin American art department and the inclusion of bilingual wall-texts and brochures for select exhibitions. Surveys of Latino community members and Latino visitors to the MFAH indicate that they are satisfied by how the MFAH reflects Houston's diverse cultures but 47% of community members don't feel that the MFAH is a place for all people. Interviews conducted with museum staff reveal that there is no institutional attempt to appeal specifically to the Latino community, whether marketing public programs or outreach. This study puts forth recommendations to help the MFAH increase its Latino audience, including providing improved information about discounts and free admission, offering Spanish programs that integrate visual and performing arts, providing interactive programs for children, offering a selection of Latino-themed exhibitions curated by local artists that promote local Latino talent, and developing close relationships with Latino cultural and community centers.