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Abstract
This descriptive case study examines a program at the Los Angeles County Museum of Art called the Avant-Garde that is specifically designed to educate and engage young adults between the ages of 21 and 40 to foster future patronage for the museum. To build the case, data was constructed from interviews, observations, surveys and existing documentation about the program. Operating in a constructivist paradigm, this study asks the following questions: What are young adults learning through their participation in this program? What meanings do young adults attach to these museum experiences? Do they value the knowledge that they acquire through this program? How can an educational program inspire future philanthropy and strengthen relationships between the members of the program and the museum? What I discovered through this study is that the educational components of the Avant-Garde program at LACMA provide experiential learning opportunities for the young adult members that are both enriching and enjoyable. The varied programs offered allow for members to learn about art at the museum and in the community in addition to providing encounters with artists, collectors, dealers, and curators. Members who participate in the program are satisfying identity-related needs through their experiences, and they value what they are learning in addition to the peer group that is provided and the insider access that they receive at the museum and other art related events because of their involvement with this group. Furthermore, the members relationships with the museum are deepening through their involvement even though many of the participants do not understand the impact that the museum has on the community. This research demonstrates the need to more overtly address the possible impact that education can have on philanthropy and the concept of fostering future patronage through an educational program, which is a goal that many museums share.