ing downtown—and throughout Jackson.
MMA worked closely with the City of Jackson, which owned the parking lot. Both entities had much to benefit from the addition of a new public green space. Another key partner was Downtown Jackson Partners, a local non-profit that works to attract and retain businesses in the area. MMA was supported by other local cultural organizations as well, including the Mississippi Symphony Orchestra, the Mississippi Opera, and Ballet Mississippi, which provided programming support for the new park. The Crossroads Film Society co-presented a “Screen on the Green” series, and the Greater Jackson Arts Council co-presented the High Note Jam Series. Altogether, these groups helped to broaden the appeal of the park by developing diverse programs for a range of audiences.
When it opened the park in 2011, MMA was aware that the park, by design, was partly shielded from view. This blockage made it incumbent on the museum to emphasize programming as a way to draw people into the outdoor space. Working closely with cultural partners, MMA developed a broad range of activities at different times of the day and week to maximize traffic through the space. With events for children, young adults, and older residents, the offerings had something for everyone. For those events that took place later in the day, Downtown Jackson Partners provided a team of “Safety Ambassadors” to help visitors feel safe while downtown after dark. To ensure the park’s maintenance in perpetuity, MMA established an endowment whose funds would go toward Art Garden’s upkeep and future improvements.
The project increased participation numbers at MMA by at least fifty percent and has contributed to the increased livability of downtown Jackson. MMA took surveys of audiences and found impressive results. 67% of those people attending evening and weekend events did not live or work in downtown Jackson and many lived outside of the city itself, underscoring the project’s big appeal. 99% of respondents said they were “extremely satisfied” with the park. Perhaps the most important response was that 19% of visitors indicated that the performance they had attended was their first downtown cultural event. Though MMA did advertise, the survey showed that many participants had found out through social means. Over 50% indicated they had found out about the performance through word of mouth.
The project has catalyzed other investments in the downtown area. A hotel developed a property directly adjacent to the Art Garden, citing the public space as a significant amenity. Talks are also underway to develop another park downtown, and other buildings and organizations are investing in capital improvements. The biggest measure of success, though, lies in the fact that the park has brought together the entire Jackson community—something that was hoped for, but that could not be guaranteed or anticipated. One project that helped achieve this was created by conceptual artist Kate Browne, a New York artist, who made a piece called Cocoon Jackson. For her piece, Brown developed a community art-building and reflection process, paralleling a process she employed in other places with turbulent histories, including the Mississippi Delta and Mexico City. “Our first artist-led project brought people from marginalized communities physically (in a procession) from their neighborhoods to the museum and Art Garden where their artworks were incorporated into a large, beautifully lit installation,” said Bradley. “It provided great healing and brought a core of new people into regular programming at the museum.”