The cultural tourism office in Atlanta has built a national reputation for tying arts events to exhibits at the High Museum, giving tourists a number of reasons to visit the city. But the closest analogy for Pittsburgh, from Ms. Lipchak's point of view, is Memphis. Ms. Lipchak has spent more than a year researching blockbuster exhibits. These shows open in Memphis, then go on tour to other cities. They have art and historical components.
Education is part of the marketing effort.
It's not all gravy. The revenue comes from three streams. Ticket and gift shop sales each comprise 40 percent. The remainder comes from sponsorships, which is the hardest of the revenue to generate. The Carnegie landed sponsors PNC and Bayer Corp. early on.