POSTED: April 5th 2016

Sports Travel: The Broad Museum in Los Angeles is attracting millennials and celebrities like a magnet

Grammy award winning singer Adele filmed
Grammy award winning singer Adele filmed

LAURA WALDEN (USA) / Sports Features Communications

(SFC) The newest art museum in Los Angeles "The Broad" is attracting the attention of millennial art lovers and keeping it in a viral marketing kind of way. Should Los Angeles get the IOC nod to host the 2024 Summer Olympic Games this adds one more cultural opportunity to a city that is already world renowned for its entertainment industry.

According to a recent study carried out by the National Endowment for the Arts, the national average age of visitors to art museums is 46, but The Broad has an average of only 32 year olds gathering a younger crowd. The museum is successfully raking in a much younger audience to view post war and contemporary art that was put together by billionaires Eli and Edythe Broad, who are ironically both in their eighties. The Philanthropists devote much of their wealth to charity and also sponsored the Eli and Edythe Broad Art Museum, a contemporary art museum at Michigan State University in East Lansing, Michigan that was designed by Pritzker Architecture Prize-winning Zaha Hadid Architects. Hadid recently passed away but was also the architect of a number of London 2012 Olympic venues.

The main pull to The Broad in LA is the edgy artwork on display, the downtown location and the eclectic "happening" atmosphere that can include everything from local celebrities to food trucks and leaves visitors nonplussed at the often hour long wait just to get in the door. Social media has played a big part in the promotion of The Broad and timed tickets are sold out even months ahead.

Entrance to The Broad is free and the museum charges for special exhibits but you need to plan way ahead as online reserve advanced tickets are booked through May.

Grammy award winning singer Adele filmed "When We Were Young" in Yayoi Kusama's Infinity Mirrored Room for her performance at the BRIT Awards 2016 after seeing Katy Perry post photos on her Instagram account of the room. This exhibit is a dazzling and endless LED light display and will be up until September 2016.

Another upcoming features is Cindy Sherman: Imitation of Life and is the first major museum show of Sherman's work in Los Angeles in nearly 20 years.

"Cindy Sherman's work has been a touchstone for the Broad collection since Eli and Edye Broad first encountered it in 1982, and Cindy is the only artist in the collection whose work we've acquired so deeply and regularly, for more than 30 years," said Joanne Heyler, founding director of The Broad.

"There are 125 Cindy Sherman photographs in the Broad collection, the largest holding of her work in the world, and inaugurating our special exhibitions with an artist whose work sparked the Broads' deep commitment to contemporary art could not be more appropriate for us."

Los Angeles is bidding against Budapest, Paris and Rome to host the 2024 summer Olympics and each city offers sports fans a plethora of cultural choices should it grab the golden ring to host the Games. This 2024 campaign attracted a stellar lineup of cities that could each and every one put on quite a unique cultural show to stage the event.

**LAURA WALDEN has over twenty-five years of experience in the Olympic Movement, formerly at the European Olympic Committees with SportEurope under former IOC President Dr. Jacques Rogge and IOC Member Mario Pescante. She worked with the Rome 2004 and Turin 2006 Olympic bids and also managed PR & media for Dr. Jacques Rogge during his campaign for the presidency.

Keywords · Olympics · The Broad · Los Angeles 2024

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