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Photo by Liz Long
The Taubman’s newly appointed executive director is excited to build stronger relationships between the art museum and the community.
The Taubman Museum of Art recently promoted Cindy Petersen to executive director, an accomplishment that now seems meant to be upon learning more about her background. The lunch hour at Local Roots flies by, and when it’s over, I can’t wait to step back into the museum for a closer look at the new things happening thanks in part to the new director.
Petersen and her family moved to Roanoke from Germany a decade ago due to her husband Robert’s work as a forester. Originally from Omaha, Nebraska, Petersen earned her bachelor of science in business administration at the University of Nebraska-Lincoln, followed by a master’s in education from Harvard University. She began working at the Taubman in 2011 as a consultant for the Art Venture Interactive space, which introduced her into the museum world.
“It was a perfect fit in terms of the renovation part,” she says. “Everything from the assessment of what’s been there and done well to working with the community from the beginning was integral.”
Petersen knew immediately that listening to all the voices and feedback in the community would build a successful new space. She worked with focus groups, teachers, volunteers and staff, including the janitorial department. For her team, attention to detail makes a big difference, as does working with the community.
“Our mission is to bring people and art together. It’s for discovery, learning and enjoyment,” she says.
Everything Petersen and her team do involves thinking about the visitor-centered approach. That includes meeting the community where they are and drawing them in. The top-notch exhibits are obvious, as are the traveling exhibits and permanent collections, but Petersen sees even more potential in reaching out to others through educational participatory programs. Her focus combines creativity, teamwork and communication, while always searching for a look through a different lens.
For example, her team discovered that high school students struggle to find time to fit in a visit; as a result, the museum began offering tours in Spanish, French and German so those studying foreign languages could be better immersed in the experience. That also included reaching out to community members who are fluent in the languages and can give tours. While challenging, it serves a need to multiple members of the community.
Other educational programs include retirement communities and preschools; they learn about and make art, and the museum will showcase each other’s art in their spaces. They’ll later bring the generations together to mix and meet and share the experience.
With the combination of business, education and arts, it’s no wonder Petersen made the perfect new director.
“It’s an honor to be appointed by the board of trustees and continue to serve the community,” she says. “It’s also invigorating to look back at the last seven years and see that educational aspect, but also know the upcoming impact that can be made because of the continuity and strong relationships we’ve built, and openness to innovative thinking. It’s exciting; the high energy that can happen and outpouring of community support is wonderful. It’s that momentum and positive feeling that keeps us going.”
For Peterson, it’s all about the future of the museum. “I can see the longevity of this position, in terms of looking forward and being able to make that impact long-term,” she says. “Loving what you do, and seeing the results [the young ones that come in or reaching out to the schools and growing that circle, and the innovative thinking that can overcome any challenge] is important.”
Petersen has three children–Sabrina, 17, Matthias, 14, and Franziska, 12–and the entire family loves the outdoors and biking. Given the family trade, it’s no surprise they also love arts and culture, particularly in the Roanoke area. Petersen is a master tap dancer, and the entire family has performed in the Southwest Virginia ballet and “The Nutcracker” over the last five years.
“Arts have always been integral for us,” Petersen says. “Roanoke is such a wonderful, family-oriented place. … We love to travel, but it’s always lovely to come back home. When you’re excited to be where you are, and have passion there, it’s easy.”
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