Glacier Calling: Hockaday Museum Rebrands as Glacier Art Museum
In a move to sharpen its identity and broaden its reach, the Hockaday Museum of Art in Kalispell, Montana, has officially changed its name to the Glacier Art Museum. The decision, made after a strategic planning process and board vote, marks a new chapter for the institution while honoring its legacy.
Roots in History, Eyes on the Future
Though deeply rooted in the legacy of local artist Hugh Hockaday, whose work is still represented in the museum’s collection, the change reflects the desire to connect more strongly with the wider community and the iconic Glacier National Park.
“The name change is one element of a strategic plan to gain accreditation from the American Alliance of Museums,” explained Alyssa Cordova, the museum’s executive director. “A key aspect was recognizing the need to update our name to better reflect our commitment to the art and artists we serve, as well as our close ties to Glacier National Park.”
Strategic Reasoning Behind the Change
The museum’s board chair, Mike Roswell, believes the new name will resonate with both local and visitors alike, drawing a stronger connection to the beloved natural wonder. He anticipates the change will amplify the museum’s impact, facilitating growth in programming, collections, staffing, and facilities.
Kimberly Hockaday Quinby, the artist’s granddaughter, shares a bittersweet sentiment about the change. While acknowledging the logistical challenges museums face and the new name’s potential benefits, she expresses sadness at seeing her grandfather’s legacy lose its central role.
A Name with History
Interestingly, the museum’s board discovered records indicating they had previously considered using the Glacier Art Museum name as early as 2005.
Unveiling a New Era
Alongside the name change, the Glacier Art Museum will unveil a fresh logo and website in spring 2024. The process of updating signs and branding will continue over the next 12 to 18 months, marking a complete transformation for this cherished cultural institution.
Learn More
Want to explore the rich history of the Hockaday Art Museum and its exciting future as the Glacier Art Museum? Visit their website or stop by the gallery in Kalispell to experience the beauty and stories it shares within its walls.
