Date of Award

2019

Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Betsy Thomas

Second Advisor

Stephan Pascher

Abstract

The purpose of this project is to develop a new charity art auction model for Shenzhen Mangrove Conservation Foundation (MCF), whose responsibility is to protect and restore the mangroves in Shenzhen district. In order to attract more donations and raise awareness of mangrove protection, MCF started the “Mangrove Night” charity auction and gala since 2016. Building on an analysis of MCF’s current and past charity auctions, it asks how a sustainable and long-term model can be achieved. First, the project examines the goals of MCF’s charity auction gala, and places it in context of China’s current philanthropy scene. For solutions, the project looks at three case studies (two in Christie’s New York, one in China) that provides context for the importance of 1) influential organizer 2) high quality artworks and 3) genuine relationships between the organizer and the participating artists for successful auction galas. Based on that information, this project proposes that MCF collaborates with a well-renowned Shenzhen arts museum group, OCAT, to put on its 2020 gala. A part of the fund raised by the auction will be donated to OCAT for its academic research needs, while OCAT will invite artists, manage the commission process and curate an exhibition present the works and raise awareness. The list of artists with relative backgrounds to environmental causes, the consigning method, and a logistics schedule are provided.

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