Members of the media were treated to a sneak peek of Eli and Edythe Broad’s new downtown art museum The Broad this week, and if the hard hat tour was any indication, it’s going to be an unequivocal success.
The Broads, alongside Mayor Eric Garcetti and museum officials were on hand to lead a tour Tuesday of the new Grand Ave. space, which happens to be a stone’s throw away from another heavily-financed Broad institution, the MOCA.
The contemporary space has been designed by Diller Scofidio + Renfro; it’s hefty price tag: $140 million.
That makes the price of admission staggering: Broad won’t be charging art lovers even a penny.
Of his decision, the 80-year-old philanthropist said Tuesday: “It has long been our goal to ensure that the contemporary artworks in the Broad collections are seen by the broadest possible public. We believe that free general admission to The Broad will help draw visitors to all of the cultural institutions along Grand Avenue.”
He is also treating patrons to a series of free public art talks, to be called the “Un-private Collection.”
The Broad’s Board of Governors includes Eli and Edythe, William J. Bell, Irving Blum, Deborah Borda, Michael Chow, Paul Frimmer, Joanne Heyler, Bruce Karatz, Cindy Quane, Robert H. Tuttle and Jay WIntrob.