With major projects on the horizon, the Miracle Mile is primed for a renaissance of sorts, and last Thursday, representatives of its cultural institutions discussed their thoughts on taking advantage of the opportunities the upcoming changes will provide.

Panelists discuss what the future holds for the cultural institutions on Wilshire Boulevard during the Miracle Mile Chamber of Commerce’s Economic Forum Luncheon last week. (photo by Aaron Blevins)

During the Miracle Mile Chamber of Commerce’s Economic Forum Luncheon, officials with LACMA, the Petersen Automotive Museum, the Craft and Folk Art Museum (CAFAM), the Natural History Museum and the Academy of Motion Pictures Museum discussed the future of cultural tourism along Wilshire Boulevard.

“Cultural tourism on the Miracle Mile is alive and well, and I think it’s going to become even more lively and [better],” moderator Mark Panatier, the vice president of A.F. Gilmore Company, said.

In 2013, Los Angeles had more than 42 million visitors, marking the third consecutive year of increased tourism, he said, citing “good inside information.” Panatier said the expectation is for that figure to grow to more than 50 million in the next few years.

He said tourism generates $1.3 billion in tax revenue annually, and 35 percent of that funding is from cultural tourists, who specifically seek out Los Angeles’ many museums. Panatier said cultural tourists only account for 20 percent of the total number of people who visit L.A., but they often stay longer and spend more money on things like tickets.

He asked the panel speakers why the Miracle Mile’s cluster of world-class museums is regarded as a major hub for visitors and how their institutions distinguish themselves from the 100-plus museums in Los Angeles County.

Heather Cochran, the managing director of the Academy Museum who will soon be leaving her post to join the Television Academy, said the museum has not opened yet, but officials intend to work closely with the other institutions in the Miracle Mile.

She said Academy officials have been corresponding with other museum officials from the beginning, and that she was somewhat surprised to learn how friendly museums are with one another.

“What people have found in research is that … the more cultural tourists who come to a city and are aware of museums, the more people go to museums,” Cochran added.

She said the Miracle Mile offers an assortment of exhibitions, and when the Academy Museum opens, it will add to that diversity. Cochran said the Miracle Mile can satisfy an array of interests in that regard.

Suzanne Isken, the executive director of CAFAM, said she believes the museums can do more to market their diversity and make the Miracle Mile a one-stop shop for visitors and locals.

She said CAFAM has its fair share of challenges, as it is a small organization with a small budget. Isken said the museum needs to further educate the public on what craft and folk art is today.

“We really need to get our message out to the public,” Isken said.

Petersen executive director Terry Karges said the museum primarily markets to car enthusiasts, and automotive publications frequently feature the museum in their articles. But the museum is now 20 years old.

Karges said the Petersen “transformation” will help the museum continue to distinguish itself in the 21st Century. For example, the current museum has seven flat-screens, whereas the revamped museum, set to open in 2015, will have 175, he said.

“So we have extensive immersive and interactive plans, but also the possibility of the international tourism, especially China, [which] we think is going to be a huge opportunity,” Karges added.

Terry Morello, LACMA’s senior vice president for external affairs, said the museum considers its central location to be one of its most significant assets.

“We like to describe ourselves as a key part of the Miracle Mile, that we are halfway between the ocean and downtown,” she said.

Morello said LACMA has taken advantage of a growth opportunity and doubled its exhibition space, which also doubled its attendance. She said the institution is the largest encyclopedia museum in the western U.S., despite a modest budget compared to its peers.

Cynthia Wornham, the vice president of marketing and communications for the Natural History Museum and the Page Museum, said the Tar Pits’ proximity to other institutions is a big selling point. She said the museum also strives to change its exhibitions frequently.

“I think it’s also important to consider the local residents as well … to keep the art programs vital. People like new things,” Wornham said.

She said museum officials are working to reopen the Tar Pits’ observation pit, which has been closed for approximately 20 years. They are also working to refresh the inside and outside of the museum, Wornham said.

Panatier asked how the city, its convention and visitors bureau, local businesses and local community members can collaborate to draw more people to the area. He also asked how the organizations would work through the subway construction.

Cochran said the Academy has been focused on outreach and determining how to build a museum that best represents Los Angeles. She said the Academy does not want the community to feel that the museum is something that is being forced upon neighbors.

“It’s very much wanting people to feel that this is their museum,” Cochran said, adding that LACMA is successful because it thrives in that area. “I think that having open conversations with the neighborhood, with the business community and with the residential community … is going to be essential for us.”

She said she is thrilled with Metro’s plans to extend the subways. Cochran suggested that the museums work together to provide travel information, real-time parking data and use technology to provide “a great, more coordinated experience.”

Isken said she would like to see the museums work closer with the Miracle Mile business community. She also suggested bundle ticketing, which would allow visitors to view many of the museums in a single day.

“We spend a lot of time in the neighborhood ourselves, and I think there’s a lot more we could do together to market ourselves,” she added.

Karges agreed, and said the museums could work with the visitors bureau to make it happen “pretty easily.” In terms of the subway construction, he said the Petersen project will be complete, and that the museums will need to do their best to work with everyone and keep people informed.

Morello said the institutions, which share information frequently, could increase their efforts to collaborate. She suggested a way to provide people with information about everything that is available in the Miracle Mile.

Morello said Mayor Eric Garcetti and visitors bureau representatives are looking at a much more authentic way to promote the arts and L.A.’s cultural institutions by utilizing its cinematic talent and top-notch advertising agencies. She said she was able to view a sample of what the mayor and the bureau envisioned.

“It was really exciting,” Morello said. “It looked a little bit different. It looked like us.”

Wornham said the organizations should strive to understand the different behavioral patterns of visitors from different countries. She said Chinese visitors often like to take tours in groups, whereas Australians are generally “fiercely” independent.

“It is about packaging,” Wornham added.

Panatier said everyone benefits from an increase in tourism in the Miracle Mile.

“If you and your friends and relatives could make a point of visiting and patronizing these places, it’s good,” he said. “From a retail and biz standpoint, I can say … that when people come to the Mile and to one of these wonderful institutions, they come to the market and go or they go and come have lunch.”

Chamber president Steve Kramer agreed.

“We’re all in it together, and we all benefit together,” he added.

With all the changes coming to the Miracle Mile, several people have reached out to the LAPD to determine whether the Wilshire Division will also undergo changes, Capt. Eric Davis said.

“The answer is, maybe,” he said. “Law enforcement will change based on the needs of society and the community. The community dictates how we do our business. …Safety is never going to be compromised. The LAPD is in a position to respond to the growth of Wilshire Boulevard, the growth of the Wilshire community, because of people in this room.”

Los Angeles City Councilman Tom LaBonge, 4th District, also spoke. He said he is committed to helping the Miracle Mile.

“The key to us here in the Miracle Mile is the density of housing mixed with the neighborhoods. We have great [communities] in this neighborhood,” LaBonge said.

Prior to the panel, chamber members received a 15-minute history lesson on Wilshire Boulevard from author Eric Lynxwiler, who penned “Wilshire Boulevard: Grand Concourse of Los Angeles” along with Kevin Roderick.