by Beth Armstrong
What does a regional art gallery and museum do when Covid-19 derails its long-planned 90th anniversary programming? That is what happened to the Manly Art Gallery & Museum (MAG&M), a small but significant museum located in a popular beachside community near Sydney, N.S.W., Australia. MAG&M, pronounced “mag and m,” is the oldest metropolitan regional gallery in New South Wales, and sits right on the wharf of Manly Cove. Manly is a mere 11 miles, and 20-minute ferry ride, from Sydney. It is both a tourist destination and tight knit community, with famous beaches, a busy pedestrian area with shops and laid-back pubs, and a lively street party vibe. MAG&M is steps from the ferry dock and the Manly Scenic Walkway, a popular 10-kilometer coastal trail. It thrives on visits from day-trippers eager to explore Manly’s natural beauty and creative culture.
MAG&M has a small footprint, with only three galleries in a low-slung, 
unassuming building. While modest, the structure houses an impressive collection of Australian art, including paintings, drawings, photography, ceramics and beach ephemera (think surfboards and vintage bathing attire). The museum owns pieces by well-known Australian artists such as Margaret Preston, Thea Proctor, Will Ashton and Lloyd Rees, as well as works by aboriginal and contemporary artists. It also offers a wide assortment of cultural programs, such as films, artist meet-and-greets, live music and art classes. Funding by the Northern Beaches Council, the local government organization overseeing the area, and other sources allows MAG&M to host visitors without charging an admissions fee, and its location is a perfect escape from the Australian summer heat.
In commemoration of its June 14, 2020 birthday, MAG&M had several events planned to begin in April, centered around a special museum-wide display entitled “Treasures from the Vault: 90 years,” an exhibition featuring key highlights from its extensive collections. MAG&M also selected nine local designers to create a unique object inspired by each decade of the museum’s history, from the 1930s to the 2010s. Unfortunately, the Covid-19 pandemic left the staff scrambling when its doors abruptly closed in March.
How could they showcase their collection, including a new acquisition and unique objects from its nine designers, without visitors? The answer was both 
virtual and inspired. Instead of opening its special exhibition, MAG&M offered a suite of new virtual programs, including short films, “create with MAG&M” learning content, online exhibitions and digital copies of former exhibition catalogues. They also took to Instagram, using Instagram stories to showcase a work from their collection each day for 90 days. A new video was produced to highlight the Treasures from the Vault exhibition (linked below). Finally, their new acquisition, a painting of Sydney Harbour by Archibald Prize winning artist Wendy Sharpe, titled Blue Harbour, was unveiled on Facebook and Instagram on June 14th.
The most unexpected move by the staff, however, was an idea designed to bring the local population to the building. During the height of the shutdown, tourists stayed away from the ferry, leaving Manly to the Northern Beaches community. Unable to go to restaurants or shops, the locals took to the walking trails, which travel along the coast as well as around town. MAG&M, sandwiched between several popular walkways, used its large front windows to showcase works of art at night. The windows, draped during the day to protect the artwork from the sun, would open each night to reveal a new work from the Treasures from the Vault exhibition for public view. This was a calculated move to keep the locals connected to the museum.
Fortunately for MAG&M, Australia was successful in limiting the impact of Covid-19. MAG&M reopened on June 2, 2020, delaying its anniversary exhibitions by only a few months, although visitor numbers were limited by safety protocols. Their actions during those months showed that the staff has a savvy understanding of outreach in the 2020s. As stated by Director Michael Hedger, “We believe that you need to be more than just a gallery to do well, these days. It’s no longer just a passive thing. Technology is now changing so fast, that galleries need to provide a more immersive experience for the visitor and embrace all the various mediums of display.” Mr. Hedger also emphasized the importance of staying connected to the Manly community by showcasing local art. These actions should enable MAG&M to thrive in the future.
For more information about MAG&M and its virtual offerings, see the links below: