Marie Selby Botanical Gardens receives trademark for The Living Museum®

Model mirrors operation of art museums by featuring rotating exhibitions

The Lovers by Marc Chagal was part of an exhibit at Selby Gardens in the 2016-17 season. Image courtesy of the Israel Museum in Jerusalem and Selby Gardens

Marie Selby Botanical Gardens has announced the receipt of The Living Museum® trademark from the U.S. Patent and Trademark Office, Selby Gardens announced this week.

“The Living Museum® operating model mirrors the operation of art museums by featuring a changing schedule of rotating exhibitions featuring horticultural and garden displays (‘Living Art’),” a news release explains. “Some of the exhibits incorporate more traditional art objects (paintings, prints, sculptures, rare books) in dialogue with the horticultural/garden aspects and nature,” the release continues. “The goal of the operating model is to create reasons for new first-time visits and repeat visits from tourists, local residents, and part-time residents,” it adds.

“We are thrilled to receive this trademark,” said Jennifer Rominiecki, president and CEO of Selby Gardens, in the release. “Securing this trademark reaffirms our position as a leader among botanical gardens nationwide,” she added in the release. “We look forward to continuing on the dynamic path set forth by the implementation of the Living Museum® model and will continue to offer innovative, creative, and experiential exhibitions and programs that further our mission.”

Since implementing The Living Museum® model in 2015, Selby Gardens has experienced a 55% increase in admissions, and membership has increased by 67%, to nearly 14,000 member households, the release points out.

In addition to exhibitions, the operating model includes the creation of related events, cultural offerings and educational programs “to embrace key themes through every aspect of what becomes a multi-sensory, interdisciplinary experience,” the release says. “In turn, events, programs, merchandise, food, marketing, and other elements are tied to the special exhibit on view.”

One of the key elements of the model is the Jean & Alfred Goldstein Exhibition Series, featuring master artists in the never-before-seen context of their relationship to nature at a botanical garden, the release explains. Selby Gardens recently announced Salvador Dali: Gardens of the Mind as the next exhibition in that series. It is set to open on Feb. 9, 2020, the release notes.

In 2021, Selby Gardens aims to send its exhibitions to other botanical gardens across the country, the release adds.

“As a result of revenue generated by The Living Museum® model,” the release points out, “Selby Gardens has been able to retire long-term debt to a zero balance, hire two additional botanists, and expand educational programming. Further, new outreach programs for underserved youth in the Sarasota community are in the works.”

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