Press Release The Warhol to Launch Bold New Project to Increase Economic Development and Museum’s Impact in Pittsburgh and Nationwide

For immediate release

Friday, May 20, 2022

“The Pop District” will feature a larger cultural hub for live music, events, public art, expanded programming and a home for creative workplace development.

Richard King Mellon Foundation and Henry L. Hillman Foundation provide lead gifts totaling $25 million.

The Andy Warhol Museum announced today that the museum will spearhead a major new cultural and economic development project that intends to transform a six-block section of the museum’s neighborhood on Pittsburgh’s North Shore into a thriving hub for expansive cultural programming, creative workforce development and ultimately a new cultural tourism destination. To be known as the “The Pop District,” the project aims to use the power of public art, digital media production, live music and performance to create a museum-led destination in the city where Andy Warhol was born. Patrick Moore, The Warhol’s director and leader of the project, states, “Andy continues to be emblematic of the American entrepreneurial spirit—a true agent of influence and change. We now have the plan and resources to follow suit as an agent of change for Pittsburgh and an example of how creative communities throughout the country can be activated to boost and sustain a local economy through focusing on opportunities and experiences for young people.”

The physical and programmatic expansion of The Warhol will be the catalyst for creative placemaking and economic transformation through the arts. Dr. Steven Knapp, President and the CEO of Carnegie Museums of Pittsburgh, parent organization of The Warhol, explains the project’s impact: “The Pop District will demonstrate the role that museums can and must play in their communities by serving as centers of innovation and catalysts of economic development. This new district on the North Shore will also complement and amplify the vital role of Pittsburgh’s Cultural District, to which it is directly joined by the Andy Warhol Bridge.” The response to the project already has been favorable, as The Warhol has secured significant support from the Richard King Mellon Foundation and the Henry L. Hillman Foundation, and has the endorsement from city, state and local community groups.

Sam Reiman, Director of the Richard King Mellon Foundation, said, “The Warhol team’s innovative strategy will make Pittsburgh a national leader in creating new cultural models for American cities. The Pop District will effectively complement our beloved Cultural District across the river and create a powerful engine for contemporary economic development, and a magnet to attract and retain young creative talent. The goal of this project is to make sure the next Andy Warhol doesn’t have to leave Pittsburgh to become Andy Warhol.”

 “The Warhol knows that art can change lives and art can change cities,” said David K. Roger, president of the Henry L. Hillman Foundation. “With The Pop District, that change is coming by bringing arts programming and workforce training outside the museum’s walls to create a six-block cultural destination on the North Shore. This is an outstanding opportunity for Pittsburgh’s growing creative economy and further underscores The Warhol’s reputation as a global leader in arts innovation.”

Based on research conducted by consulting firm Chora Creative, which assisted in a two-year planning process for The Pop District, The Warhol projects that the economic and quantitative impact of the district will include over $100 million in annual economic activity and 50,000-70,000 new visitors to Pittsburgh’s North Shore each year, and a new model for how a museum can positively impact its community.

The Pop District is estimated to be a $60-million, two-phased project that will roll out over 10 years. Phase One (through 2024) includes securing $30–$40 million in funding (already in its final stages); developing new education programs outside of the museum; a public art component (activated in May with a public mural titled Over The Rainbow by Miami-based artist Typoe and an exterior installation by artist Michael Loveland titled Social Sculpture, also of Miami); and innovative partnerships and real estate investments. Additional public art installations by two Pittsburgh-based artists, scheduled for completion this summer, is also underway. Phase Two (beginning in 2024) will include additional fundraising as part of a capital campaign across the entire Carnegie Museums of Pittsburgh, comprised of four museums including The Warhol. Phase Two will also feature construction with a new flagship live performance venue for concerts, performances, events and community rental spaces.

Creative talent development via education and hands-on digital media experience is a hallmark of The Pop District and key to its success. This approach enables The Warhol to take its longstanding experience in working with diverse young people to a new level through a custom-designed workforce development program. The Pop District workforce program involves equipping a diverse group of young people (ages 14-25+) with the skills necessary to thrive in the creative economy. Taking its inspiration from Warhol’s legendary Silver Factory and the Pop artist’s early career as a commercial illustrator, the workforce development program will produce creative products such as social media content for the museum and outside clients. Through producing media and art projects, participants will learn the skills necessary to thrive in the digital world. 

The Pop District workforce comprises four cross-pollinating branches: a creative agency, a creative entrepreneur lab, a digital marketing certificate program and a youth empowerment program. Goals include matriculating 100+ program participants annually; creating $1 million in annual income for creative talent; creating 25+ annual full-time and part-time jobs as well as “gig” work and internships; bringing on 8-10 regional and national clients; and working with a majority BIPOC/LGBTQ+/immigrant workforce. In order to provide the professional guidance and framework for these programs, The Warhol is partnering with regional creative enterprises including Built Different Creative and Look Creative.

The purpose of The Pop District is closely aligned with the goal of Carnegie Museums of Pittsburgh to “turn the museums inside out,” thereby creating institutions that are more welcoming and relevant to real needs in the community. Many foundations and donors have been enthusiastic in their response to The Warhol’s plan. The Richard King Mellon Foundation is the lead funder of The Pop District, committing $15 million over the next three-and-a-half years, while the Henry L. Hillman Foundation has committed $10 million over four years. Discussions are underway with an array of other potential funders.

Further details of The Pop District, including its programming and real estate developments will be announced in the coming months.

Fact Sheet: The Andy Warhol Museum and the establishment of The Pop District

May 2022

Overview

Established in 1994 and located in Pittsburgh, Pennsylvania, the place of Andy Warhol’s birth, The Warhol is the only museum fully dedicated to the work, archive and spirit of one of the world’s most influential artists. It’s also the most comprehensive single-artist museum in North America. 

History

Plans to house The Warhol in Pittsburgh were announced in 1989, and the museum opened its doors during a 24-hour celebration on May 13, 1994.

As The Warhol approached its 25th Anniversary in 2019, the leadership of the museum made the strategic decision to chart a new course for the museum. In alignment with the Carnegie Museums’ mandate to “turn the museum inside out,” The Warhol is taking a national leadership role in reimagining how institutions become more welcoming and relevant to real needs in communities by creating the new Pop District. In March of 2019, R.K. Mellon Foundation and the Hillman Foundation provided the funding to begin ”pre-design” planning for The Pop District.

The Pop District

The Pop District is a major new cultural and economic development project, spearheaded by The Warhol, that will transform a six-block section of the museum’s neighborhood on Pittsburgh’s North Shore into a thriving hub for expansive cultural programming, creative workforce development and ultimately a new cultural tourism destination. The $60 million project aims to use the power of public art, digital media production and live music to create a museum-led destination in the city where Andy Warhol was born.

Phase One (through 2024) includes securing $30–$40 million in funding; developing new education programs outside of the museum; a public art component; and innovative partnerships and real estate investments. Phase Two (beginning in 2024) will include additional fundraising as part of a capital campaign across the entire Carnegie Museums of Pittsburgh, comprised of four museums including The Warhol. Phase Two will also feature construction of a new flagship live performance venue for concerts, performances, events and community rental spaces.

Location

With The Warhol remaining the focal point, The Pop District will occupy six square blocks on the eastern North Shore of Pittsburgh, centered on the current location of The Warhol, and just across The Andy Warhol Bridge from Pittsburgh’s Cultural District.

Impact

Community

Creative talent development via education and hands-on digital media experience is a hallmark of the new Pop District and key to its success. The Pop District workforce comprises four cross-pollinating branches: a creative agency, a creative entrepreneur lab, a digital marketing certificate program and a youth empowerment program. This approach enables The Warhol to take its longstanding experience in working with diverse young people to a new level through a custom-designed workforce development program.

The Pop District’s intersection of arts and economics will drive positive artistic, social and economic impact for the region and the local North Shore community. Within 10 years, The Pop District’s annual economic impact is projected at $100+ million, driven by 50,000-75,000 new visitors to Pittsburgh’s North Shore each year. Program goals include matriculating 100+ workforce program participants annually, creating $1 million in annual income for creative talent and creating 25-30+ annual full-time and part-time jobs as well as 50-75+ annual “gig” work opportunities and internships. Additionally, The Pop District will feature community spaces and public programs accessible for the local community, including new green spaces, revitalized alleyways and streetscape and closer connections to Pittsburgh’s riverfront assets.

Economic

Based on research conducted by consulting firm Chora Creative, which assisted in a two-year planning process for The Pop District, The Warhol projects that the economic and quantitative impact of the district will include $100+ million in annual economic activity and 50,000-70,000 new visitors to Pittsburgh’s North Shore each year. A cornerstone feature of the workforce program is the launch of a unique creative agency within the museum that is completing its pilot phase—creating 20+ jobs and “gigs” with $500,000+ in wages along with The Warhol’s new TikTok and Instagram “Reels” channel. Additionally, workforce development goals include matriculating 100+ program participants annually, creating $1 million in annual income for creative talent, and creating 25-30+ annual full-time and part-time jobs as well as 50-75+ annual “gig” work opportunities and internships.

Team

Patrick Moore, Director

Rachel Baron-Horn, Deputy Director

Dan Law, Associate Vice President, Capital Projects & Major Gifts

Anneliese Martinez, Senior Director of The Pop District

Jose Diaz, Chief Curator

Nicole Dezelon, Director of Learning & Public Engagement

Starr Hackwelder, Director of Advancement

And the support of all Warhol staff and Carnegie Museums of Pittsburgh President & CEO Steven Knapp and their advisory board. 

The master plan was completed in collaboration with the Washington, D.C.-based design firm, SmithGroup. Additionally, The Warhol worked with the Washington, D.C.-based museum consultants, Chora Creative, to collect and analyze two years worth of research, interviews and market data to determine that a live music and event venue will be a key, revenue-generating feature.

Websites

warhol.org

thepopdistrict.org

Social Media

Instagram: @TheWarholMuseum

Twitter: @TheWarholMuseum

Facebook: @TheWarholMuseum

TikTok: @TheWarholMuseum

YouTube: @TheWarholMuseum

Location

The Andy Warhol Museum
117 Sandusky Street
Pittsburgh, PA 15212

Frequently Asked Questions (FAQ) 

Regarding The Andy Warhol Museum and the establishment of The Pop District

May 2022

The Pop District

What is The Pop District?

The Pop District is a major new cultural and economic development project, spearheaded by The Andy Warhol Museum, that intends to transform a six-block section of the museum’s neighborhood on Pittsburgh’s North Shore into a thriving hub for expansive cultural programming, creative workforce development and ultimately a new and enhanced cultural tourism destination. The project aims to use the power of public art, digital media production and live music to create a museum-led destination in the city where Andy Warhol was born.

What drove the development of The Pop District?

As The Warhol approached its 25th Anniversary in 2019, the leadership of the museum made the strategic decision to chart a new course for the museum. In alignment with the Carnegie Museums’ mandate to “turn the museum inside out,” The Warhol is taking a national leadership role in reimagining how institutions become more welcoming and relevant to real needs in communities. In March of 2019, the Hillman Foundation and R.K. Mellon Foundation provided the funding to begin ”pre-design” planning for The Pop District.

What are the boundaries of The Pop District?

Centered at the corner of Sandusky Street and E. General Robinson Street, The Pop District is six square blocks on the eastern end of Pittsburgh’s North Shore community, connected to both Downtown Pittsburgh by the Andy Warhol Bridge and to Pittsburgh’s historic Northside neighborhoods. 

What’s the square footage/number of blocks in The Pop District?

The Pop District will cover approximately six city blocks surrounding The Warhol in the eastern North Shore community of Pittsburgh. The total interior square footage will cover approximately 150,000+ square feet and outdoor square footage will cover approximately 15,000+ square feet.

What facilities will The Pop District feature? 

The Pop District will feature multiple new facilities, including a flagship live performance and special events venue, a new workforce development program and hub space, community artmaking space and specialized outdoor spaces anchored by a new museum-led public art initiative. This flagship live performance and events venue will also feature rentable space for parties, conferences and local community activities.  

Additionally, The Warhol is collaborating with the Sports and Exhibition Authority to utilize empty space and storefronts in the neighborhood for educational activities and interactive artmaking events and parties. 

In July 2022, 9,400 square feet of workforce development space next door to The Warhol will open its doors as the “HQ” for The Pop District’s programs.

What is the timeline? When will future facilities open? 

New interventions throughout The Pop District will begin in May 2022 with new public art installations. Further developments and new space will roll out in the second half of 2022. Master planning for the new facility has been completed and The Warhol is entering into initial design phases.

Is there a chief architect/designer/master planner?

The Warhol has received qualifications from six architecture firms which will be followed by a competitive process to select the final architect. 

The master plan was completed in collaboration with the Washington, D.C.-based design firm, SmithGroup. Additionally, The Warhol worked with the Washington, D.C.-based museum consultants, Chora Creative, to collect and analyze two years worth of research, interviews, and market data to determine that a live music and event venue will be a key, revenue-generating feature. Private events, parties, conferences and other activities will also drive needed foot traffic and revenue.

How long will development take?

The development will take place in two phases over 10 years. 

Phase 1, now through 2024, includes the official opening of The Pop District, public art projects and the launch of creative entrepreneurship and talent development programs (“workforce”). Beginning in 2024, Phase 2 will see the construction and opening of the new multi-use facility, alongside expansion of the workforce development program, and further development of the eastern North Shore streetscape and buildings complemented by The Warhol’s public art and outdoor event programs.

Where is the funding coming from?

Many foundations and donors have been enthusiastic in their response to The Warhol’s plan. Two major regional foundations are leading the way with a total of $25 million in investment. The Richard King Mellon Foundation committed $15 million over the next three-and-a-half years, while the Henry L. Hillman Foundation committed $10 million over four years. Dell Technologies provided The Pop District’s first six-figure program sponsorship and will serve as The Pop District’s official technology sponsor. An additional, cross-sector cohort of funders, as well as individual donors, are finalizing funding packages.

What will be the impact on the local community?

The Pop District’s intersection of arts and economics will drive positive artistic, social and economic impact for the region and the local North Shore community. Within 10 years, The Pop District’s annual economic impact is projected at $100+ million, driven by 50,000-75,000 new visitors to Pittsburgh’s North Shore each year. Program goals include matriculating 100+ workforce program participants annually, creating $1 million in annual income for creative talent and creating 25-30+ annual full-time and part-time jobs as well as 50-75+ annual “gig” work opportunities and internships. Additionally, The Pop District will feature community spaces and public programs accessible for the local community, including new green spaces, revitalized alleyways and streetscape and closer connections to Pittsburgh’s riverfront assets.

How do people get involved, to get involved in something like workforce development? Is there a cost?

There will be no cost to join the workforce development programs. They will be designed for young people (ages 14-25+), and a majority made up of BIPOC, LGBTQ+, and immigrant groups.

Will there be artist studios? Can external/independent businesses be an official part of The Pop District?

There will be opportunities for local and national artists to be involved in programming and artistic interventions throughout The Pop District and its programming. The Warhol continues to actively seek out local and national business partners to get involved with programmatic or financial support. Moreover, The Pop District is open to attracting new business investment, with a particular focus on restaurants, coffee shops and creative enterprises at the intersection of technology, design, and media.

What are the skills that people can learn in the workforce development program?

Creative talent development via education and hands-on digital media experience is a hallmark of the new Pop District program and key to its success. The Pop District workforce program comprises four cross-pollinating branches: a creative agency, a creative entrepreneur lab, a digital marketing certificate program and a youth empowerment program, equipping a diverse group of young people (ages 14-25+) with the skills necessary to thrive in the creative economy. Taking its inspiration from Warhol’s legendary Silver Factory and the Pop artist’s early career as a commercial illustrator, the workforce development program will produce creative products such as social media content, short and long-form video content and digital communication strategy for the museum and outside clients. Through producing media and art projects, participants will learn the skills necessary to thrive in the digital world while gaining valuable early-career experience with a world-class arts & culture institution.

What will the economic impact be?

Based on research conducted by consulting firm Chora Creative, which assisted in a two-year planning process for The Pop District, The Warhol projects that the economic and quantitative impact of the district will include $100+ million in annual economic activity and 50,000-70,000 new visitors to Pittsburgh’s North Shore each year. A cornerstone feature of the workforce program is the launch of a unique creative agency within the museum that is completing its pilot phase—creating 20+ jobs and “gigs” with $500,000+ in wages and the production of new videos for The Warhol’s TikTok page and Instagram “Reels”. Additionally, workforce development goals include matriculating 100+ program participants annually, creating $1 million in annual income for creative talent and creating 25-30+ annual full-time and part-time jobs as well as 50-75+ annual “gig” work opportunities and internships.

About The Andy Warhol Museum

What is The Andy Warhol Museum?

Established in 1994, and located on the North Shore of Pittsburgh, Pennsylvania, The Andy Warhol Museum (referred to as “The Warhol”) holds the largest collection of Warhol’s artworks and archives, and is the largest single-artist museum in North America. The Warhol is one of the four Carnegie Museums of Pittsburgh, and is a collaborative project between Carnegie Institute, Dia Art Foundation, and The Andy Warhol Foundation for the Visual Arts, Inc.

What are the existing highlights of The Warhol?

Located in Pittsburgh, Pennsylvania, the place of Andy Warhol’s birth, The Andy Warhol Museum holds the largest collection of Warhol’s artworks and archival materials. It is one of the most comprehensive single-artist museums in the world and the largest in North America. Paintings, drawings, commercial illustrations, sculptures, prints, photographs, wallpapers, sketchbooks, books, film and video cover the entire range of Warhol’s career, from his early student work to Pop Art paintings and collaborations. The archives is the greatest single collection of ephemera documenting Warhol’s life, and it includes Warhol’s serial work the Time Capsules—610 containers that the artist filled, sealed, and sent to storage.

What are some of the featured programs of The Warhol?

Engagement with its local community is at the heart of The Warhol’s activities and programming. Through art workshops, field trips (virtual and IRL at the museum) and community partnerships such as with the Homeless Children’s Education Fund, Highmark Caring Place and Gay Straight Alliances, The Warhol leverages art and creativity in support of organizations that align with Warhol’s own values.

Who leads the Museum?

Patrick Moore was appointed director of The Warhol in March 2017.

The Warhol receives state arts funding support through a grant from the Pennsylvania Council on the Arts, a state agency funded by the Commonwealth of Pennsylvania; the National Endowment for the Arts, a federal agency; and The Heinz Endowments. Further support is provided by the Allegheny Regional Asset District.

The Andy Warhol Museum

Located in Pittsburgh, Pennsylvania, the place of Andy Warhol’s birth, The Andy Warhol Museum holds the largest collection of Warhol’s artworks and archival materials and is one of the most comprehensive single-artist museums in the world. The Warhol is one of the four Carnegie Museums of Pittsburgh.

Carnegie Museums of Pittsburgh

Established in 1895 by Andrew Carnegie, Carnegie Museums of Pittsburgh is a collection of four distinctive museums: Carnegie Museum of Art, Carnegie Museum of Natural History, Carnegie Science Center, and The Andy Warhol Museum. The museums reach more than 1.4 million people a year through exhibitions, educational programs, outreach activities, and special events.

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