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FEB 1, 2012

Fourth Annual Discover the Arts in Los Angeles Makes the Arts Accessible to All, Presented by Wells Fargo

Discover the Arts, the longest running and largest arts campaign in the City, launches the fourth-year of its campaign later this month. Discover the Arts is held in conjunction with the City’s annual Los Angeles Arts Month celebration. Created in partnership with Wells Fargo and approximately 50 cultural institutions as well as media and community partners, the campaign, which runs from January 16 to April 30, 2012, offers myriad of cultural attractions to locals and tourists alike with up to 50 percent off admissions, gift items, and more.
“Los Angeles is where the world creates and innovates," said Mayor Antonio Villaraigosa. "I am thrilled to join LA INC. and all the participating institutions in celebrating LA's contribution to the visual and performing arts. The City’s unparalleled diversity and rich range of cultural institutions offer a dynamic arts scene."
The home to nearly 3,000 professional arts organizations and institutions, Los Angeles is a world-class arts capital, ranking second in the nation in volume for overseas cultural and heritage visitors according to the US Department of Commerce. Fully one-half of Los Angeles’ 26.9 million annual visitors get their information of why to come to LA, when to visit and what to see and do when they’re here from friends and family who live here.

 “In partnership with Wells Fargo, our three-month Discover the Arts program is a great way to inform and extend the influence of arts-goers throughout the region to drive additional visitation to LA,” said Mark Liberman, president and CEO of LA INC. “This initiative defines the arts broadly to include museums that present everything from art and automobiles, to gardens and even dinosaurs. Once people experience a play at a small neighborhood theater, a grand opera or symphony performance, or an engaging art exhibition, we're confident they'll return throughout the year and bring their family and friends."
From art aficionados to families, Discover the Arts encourages everyone to explore their favorite arts institutions while discovering museums and other arts institutions they have never visited before.
“This is Wells Fargo’s fourth year partnering with LA INC. to present the Discover the Arts campaign to make the arts accessible to all,” said John Sotoodeh, Wells Fargo L.A. Metro/Orange County Regional Banking president. “The goal of Discover the Arts is to create greater awareness, appreciation and demand for arts and culture experiences among LA residents and visitors alike.”
Institutions participating in Discover the Arts include the following: Annenberg Space for Photography, the Aquarium of the Pacific, Autry National Center, California African American Museum, California Science Center, Center Theater Group, Chinese American Museum, Colburn School, Craft and Folk Art Museum, Fowler Museum at UCLA, Geffen Playhouse, Getty Center, Getty Villa, The GRAMMY Museum® at L.A. LIVE, Hammer Museum, Heritage Square Museum, Hollywood Museum, Huntington Library, Art Collections & Botanical Gardens, IRIS, a Journey Through the World of Cinema™ from Cirque du Soleil®, Japanese American National Museum, LA Stage Alliance, LACMA, Los Angeles Chamber Orchestra, Los Angeles Conservancy, Los Angeles Master Chorale, Los Angeles Philharmonic, LA Opera, MAK Center for Art and Architecture, Museum of Contemporary Art, Los Angeles, Museum of Latin American Art, Los Angeles Museum of The Holocaust, Museum of Tolerance, Music Center, Natural History Museum of Los Angeles County, NOHO Arts District, Pacific Asia Museum, Page Museum at the La Brea Tar Pits, The Paley Center for Media, Pasadena Museum of California Art, Petersen Automotive Museum, REDCAT, Santa Monica Museum of Art, Skirball Cultural Center, The Ronald Reagan Presidential Foundation & Library, USC Fisher Museum of Art, Valley Performing Arts Center, Wells Fargo History Museum, Wende Museum & Archive of the Cold War, Zimmer Children’s Museum.