Hartford Business Journal

22 HARTFORDBUSINESS.COM | August 29, 2022 The Wadsworth Atheneum recently announced it would be splitting its leadership roles, which are being held by CEO Jeffrey Brown (left) and newly-hired director Matthew Hargraves (right). HBJ PHOTO | STEVE LASCHEVER Branching Out With dual leadership team intact, Wadsworth Atheneum focuses on diversifying works, audience, major marketing campaign By Robert Storace rstorace@hartfordbusiness.com A s the Wadsworth Atheneum begins a new era with its CEO and director posts split between two executives for the first time ever, the country's oldest contin- ually-operated public art museum is moving forward with an ambitious growth plan that includes doubling its marketing efforts, increasing its philan- thropy outreach and expanding its audience through diversity initiatives. While the Hartford-based museum has always had a national and inter- national reputation with its sizable collection of European Baroque and ancient Egyptian art, as well as French and American impressionist paintings, Wadsworth CEO Jeffrey Brown said the focus is on devel- oping a larger local audience. In most cases, up to 30% of the museum's visitors come from out of the state. Brown — a former senior executive at Webster Financial Corp., who served as a museum trustee for nine years prior to being named CEO in October 2021 — said the Wadsworth will be doubling its marketing budget and dramatically increasing its social media presence and advertising in local, statewide and New England publications to draw attention to programs and exhibits tailored to Hartford-area residents. The museum has 75,000 square feet of exhibition space. Part of that effort includes boosting diversity and reaching more diverse audiences. In a unique partner- ship with Hartford HealthCare, the Wadsworth has hired a new curator — Afghanistan native Abdul Hamid Hemat — to help diversify its art collection. Brown said the dual leadership roles will allow him to focus more on the business, marketing, philanthropy and finances of the museum, while recently-hired director Matthew Hargraves will focus on artistic direc- tion and strategy. "Having two people covering all of these bases certainly gives us much greater flexibility," Brown said. "Matthew joining the team certainly gives me a lot more time to be focused on one side of the house." Dual leaders The Wadsworth's two new leaders have distinct backgrounds. The 65-year-old Brown previously served as a senior executive at Newman's Own, the company founded by the late actor Paul Newman. Brown served as president of three subsidiary companies including No Limit, the licensing arm of the organi- zation, where he oversaw the use of Newman's intellectual property rights. Brown was also a long-serving senior executive at Webster Finan- cial Corp., the parent of Webster Bank. He also held several positions in marketing and communications at Fleet Bank, Shawmut Bank and Connecticut National Bank. A Glastonbury resident, Brown is an honorary trustee of the Bushnell Center for the Performing Arts and a fellow of Eastern Connecticut State University (ECSU). He also serves as director of the ECSU Foundation and is a chair emeritus of the Commu- nications Council of the American Bankers Association. Hargraves, 44, is an England native who joined the Wadsworth in June 2021, as the interim Robert H. Schutz Jr. chief curator. He was named the museum's director in July, following a seven-month national search. Prior to joining the Wadsworth, Hargraves served in several positions, including chief curator of art collec- tion at the Yale Center for British Art, where he worked for 16 years. Hargraves, who lives in West Hart- ford, was also an art history lecturer at the University of Warwick in England. He has won numerous prizes and grants for his work in the arts field and has authored or co-authored four books on the arts landscape. Marketing and philanthropy As the Wadsworth begins to double its marketing efforts with more funds, it is also looking for ways to boost activity at the museum. Brown said he'd like to increase the facility's use as a rental facility that can host weddings, photo shoots, corporate events and private parties, among other things. BIO Jeffrey Brown CEO Wadsworth Atheneum Museum of Art Highest Education: MBA, Rensselaer Polytechnic Institute Age: 65 BIO Matthew Hargraves Director Wadsworth Atheneum Museum of Art Highest Education: Ph.D. in art history, Courtauld Institute of Art, University of London Age: 44

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