Dallas, October 16, 2025
News Summary
The Arts Community Alliance will host TACA Unscripted, a free event on Oct. 28 at the Dallas Museum of Art featuring discussions on arts relevance with experts. The program, led by Alex Sarian, aims to address contemporary audience engagement and the evolving role of arts organizations. Panelists from local institutions will share insights on programming, communication, and enhancing community involvement.
Dallas — The Arts Community Alliance (TACA) will host a free event called TACA Unscripted on Tuesday, Oct. 28, at the Dallas Museum of Art.
Event summary and purpose
The program will feature Alex Sarian, author of The Audacity of Relevance: Critical Conversations on the Future of Arts and Culture. Sarian is the president and CEO of Werklund Centre in Calgary and is managing a $660 million upgrade of its arts complex. The event aims to prompt practical discussion among arts organizations about how to remain relevant to evolving audiences by focusing on mission-driven programming, communication of value, school engagement, and storytelling strategies to increase attendance and donations.
Panel and local participants
Panelists for the event will include Brad Pritchett, chief experience officer at the Dallas Museum of Art; Avery-Jai Andrews, executive director of Arts Mission Oak Cliff; and Sasha Maya Ada, marketing director at Second Thought Theater. TACA president Maura Sheffler frames the program as a necessary community dialogue about relevance in the arts. Panel goals include sharing tactical ideas for reaching contemporary audiences and enhancing donor participation.
Dallas Museum of Art activity and attendance trends
The Dallas Museum of Art is developing new strategies to attract visitors amid challenges in reaching pre-pandemic attendance levels, including hosting events like Meet Me at the Museum. Monthly events have gained attendance from 100 to 300 guests, primarily first-time visitors. A recent revitalized Late Night series attracted nearly 2,000 attendees when only 300 were budgeted. Upcoming Late Nights are scheduled for Nov. 7, Jan. 23, March 20, and May 29, 2026. Free First Sundays at the Dallas Museum of Art provide free admission to special exhibitions on the first Sunday of every month, attracting around 3,500 attendees compared to 1,200 on typical Sundays.
How these efforts connect to TACA Unscripted
TACA Unscripted represents a shift from TACA’s previous annual arts symposium, Perforum, focusing more on tactical discussions rather than just inspiration. The program will draw from local experiments in programming and marketing to highlight practical steps arts organizations can take to engage visitors, donors, and community partners.
Regional arts infrastructure developments
The Green Family Art Foundation has acquired a new permanent space in the downtown Arts District and the new 4,000-square-foot facility is set to open in June. The foundation, established in 2001, has historically focused on grants for museums and exhibitions and has recently expanded to exhibiting works and raising public awareness. The Green family’s collection includes over 400 works, featuring Texas artists as well as notable names such as Amy Sherald and Mark Bradford. The new facility is in talks to host a Joan Semmel exhibition as its inaugural show and plans to hold more artist talks, panel discussions, and events.
Smaller companies and programming innovation
Plague Mask Players, a young theatre company, now presents a reworked version of Alice’s Adventures in Wonderland and aims to cast women and non-binary actors in leading roles. The company specializes in modernized adaptations of classic works and emphasizes diverse representation in casting and storytelling.
Sector context and data
Research by the National Endowment for the Arts found that attendees at arts events are more socially connected and less lonely. In 2023, the arts and cultural industries contributed $1.2 trillion to the economy, or 4.2% of the GDP. These data points are being used in local conversations to frame relevance as both a social benefit and an economic contributor.
What to expect at TACA Unscripted
The free program will combine a featured presentation with a moderated panel and audience discussion. Organizers expect the session to highlight challenges identified in recent studies, including limited programming as a barrier to post-COVID attendance, and to explore practical steps for arts organizations to communicate value, increase school partnerships, and use storytelling to build relationships with audiences and donors.
FAQ
- When and where is TACA Unscripted?
- The Arts Community Alliance (TACA) will host a free event called TACA Unscripted on Tuesday, Oct. 28, at the Dallas Museum of Art.
- Who is the featured speaker?
- The program will feature Alex Sarian, author of The Audacity of Relevance: Critical Conversations on the Future of Arts and Culture.
- What is Alex Sarian’s role and current project?
- Sarian is the president and CEO of Werklund Centre in Calgary and is managing a $660 million upgrade of its arts complex.
- Who are the panelists at the event?
- Panelists for the event will include Brad Pritchett, chief experience officer at the Dallas Museum of Art; Avery-Jai Andrews, executive director of Arts Mission Oak Cliff; and Sasha Maya Ada, marketing director at Second Thought Theater.
- How is the Dallas Museum of Art addressing attendance?
- The Dallas Museum of Art is developing new strategies to attract visitors amid challenges in reaching pre-pandemic attendance levels, including hosting events like Meet Me at the Museum.
- What attendance numbers have monthly events seen?
- Monthly events have gained attendance from 100 to 300 guests, primarily first-time visitors.
- How well did the Late Night series perform?
- A recent revitalized Late Night series attracted nearly 2,000 attendees when only 300 were budgeted.
- What are the results for Free First Sundays?
- Free First Sundays at the Dallas Museum of Art provide free admission to special exhibitions on the first Sunday of every month, attracting around 3,500 attendees compared to 1,200 on typical Sundays.
- How does TACA Unscripted differ from previous programs?
- TACA Unscripted represents a shift from TACA’s previous annual arts symposium, Perforum, focusing more on tactical discussions rather than just inspiration.
- What broader research or economic data are referenced?
- Research by the National Endowment for the Arts found that attendees at arts events are more socially connected and less lonely.
- What is the economic contribution of the arts cited?
- In 2023, the arts and cultural industries contributed $1.2 trillion to the economy, or 4.2% of the GDP.
- What is new with the Green Family Art Foundation?
- The Green Family Art Foundation has acquired a new permanent space in the downtown Arts District and the new 4,000-square-foot facility is set to open in June.
- How large is the Green family collection?
- The Green family’s collection includes over 400 works, featuring Texas artists as well as notable names such as Amy Sherald and Mark Bradford.
- What is Plague Mask Players doing now?
- Plague Mask Players, a young theatre company, now presents a reworked version of Alice’s Adventures in Wonderland and aims to cast women and non-binary actors in leading roles.
| Feature | Detail |
|---|---|
| Event | TACA Unscripted (free event) |
| Date | Tuesday, Oct. 28 |
| Location | Dallas Museum of Art |
| Featured speaker | Alex Sarian, author of The Audacity of Relevance: Critical Conversations on the Future of Arts and Culture |
| Sarian’s project | Managing a $660 million upgrade of Werklund Centre in Calgary |
| Panelists | Brad Pritchett; Avery-Jai Andrews; Sasha Maya Ada |
| DMA monthly turnout | 100 to 300 guests (monthly events) |
| Late Night result | Nearly 2,000 attendees when 300 were budgeted |
| Free First Sundays | Around 3,500 attendees versus 1,200 on typical Sundays |
| GFAF new space | 4,000-square-foot facility opening in June |
| GFAF collection size | Over 400 works |
| Economic data | Arts and cultural industries contributed $1.2 trillion in 2023 (4.2% of GDP) |
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Additional Resources
- Dallas News: TACA Unscripted at the DMA
- Wikipedia: Arts in the United States
- Glasstire: Green Family Art Foundation Move
- Google Search: Dallas arts funding
- Dallas News: Plague Mask Players
- Encyclopedia Britannica: Theater
- NBC DFW: New Plays and Art in Dallas
- Google News: TACA Unscripted
- Candy’s Dirt: Marriott’s Dallas Arts District Hotel
- Google Scholar: Dallas arts infrastructure
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