December 26, 2017

Department of Good Stuff: Art collective that brings in visitors and sales

Artsy -Since the Santa Fe-based art collective Meow Wolf opened its permanent installation, the House of Eternal Return, in March 2016, the project has been an unmitigated success in terms of viewership and profits. Housed in a 20,000-square-foot former bowling alley, the sprawling interactive artwork welcomed 400,000 visitors in its first year—nearly four times as many as expected—and brought in $6 million in revenue for the collective’s more than 100 members.

One of the most popular attractions in Santa Fe, the House of Eternal Return invites visitors into an elaborate Victorian house that is experiencing rifts in space-time. Open up the refrigerator or a closet door and get swept away into a new environment, each one designed by different artists of the Meow Wolf collective. There is no set route to follow and you can climb on, crawl through, and touch everything in sight. Tickets to enter the fun-house-like installation cost $20 for adults (on par with admission to a New York museum), with discounted rates available for New Mexico residents, children, senior citizens, and the military.

The installation’s sci-fi narrative, lawless abandon, and production quality have captured the imaginations of viewers, while its success has caught the art world’s attention. Could this be a sustainable, alternative avenue for artists to collaborate and make a living outside of traditional art world models?

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