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Old School Square reports rising attendance, bigger exhibitions and new sponsorship pushes
Summary
Old School Square reported a 13% year-over-year increase in campus visits, museum exhibitions including Icons of Art, steady event programming and sponsorship outreach; DDA and Old School Square staff described plans to build paid sponsorships for summer concerts and improve digital marketing.
Old School Square staff updated the DDA Feb. 10 on museum programming, visitor engagement and event economics, reporting a 13% increase in campus visits year over year and several new exhibitions and sponsorship initiatives.
Mariska (museum) and Susan (Old School Square) said the campus saw about 464,000 visits from Feb. 1, 2024 to Jan. 30, 2025, and the museum opened a multicultural youth art exhibition that included roughly 230 student works. Icons of Art, a large mosaic exhibition, was being installed with a VIP opening planned; the museum reported 1,500 visitors in January and a rise in donations and art sales.
Why it matters: Old School Square is a major downtown economic driver; staff emphasized the campus's ability to bring diners and visitors to nearby businesses. Staff reported ticket, concession and sponsorship revenue streams but said some tribute concerts run at a deficit; they are pursuing larger sponsorships and co-op advertising to offset event production costs.
Operations and maintenance notes: Pineapple Grove public art maintenance is underway (phase 1 complete; phase 2 planned), the DDA's digital advertising and social media metrics are increasing (DDA Instagram passed 60,000 followers), and a new website is under development. Old School Square staff said they planned additional programmed events, a revised Art & Jazz schedule and expanded community engagement.
Ending: Staff asked for continued board support on sponsorship outreach and noted they will present a rebrand concept for Old School Square to the City Commission; they also reported a $12,000 sponsor deposit and continued efforts to boost ticket sales for outdoor tribute concerts.
