OSHKOSH, Wis. — The holidays are one of the busiest times of year at the Paine Art Center and Gardens in Oshkosh.
The lavish decorations of Nutcracker in the Castle bring in tens of thousands of visitors each year.
“Last year we had a record-setting attendance of 23,000 people and we are on track to exceed that this year,” said Executive Director Aaron Sherer. “It’s the 17th year we’ve presented Nutcracker in the Castle here at the Paine. It continues to be popular and get more popular each year.”
The Paine is a historic mansion that houses its own art collection and hosts traveling art exhibitions.
It’s also one of 13 Wisconsin art museums and galleries that are part of the newly launched Wisconsin Art Destinations.
The collective is focused on increasing attendance at each venue and bringing people to those communities as a destination.
“Our goal is to really get people to think about if they like the Paine, maybe they should try that museum right down the road,” Sherer said. “We have The Bergstrom Mahler Museum of Glass, a really unique institution, 10 miles away. We’re hoping to familiarize people that they can move down to that museum. Then if they have a good experience at that museum, the Trout Museum of Art is right up in Appleton. It’s a very different institution that focuses on contemporary art and artists.”
Sherer facilitated the creation of the collective, which includes museums in places like Racine and Milwaukee, to Wausau and Sturgeon Bay.
Tom and Jenny Boyer were recent weekday visitors at the Paine.
“We’ve been to the Paine center before and just love the art and architecture of an old, historical mansion,” he said. “The Nutcracker being a holiday-type event, my wife found out there was a Nutcracker event here, so we wanted to tour it and follow that story.”
The recently retired couple from Jackson said they expect to make more of these kinds of trips.
“All those things in your own backyard, you’ve got to get out and see those versus venturing 500 miles away,” Boyer said. “You’d be amazed at what’s in your backyard.”
Sherer said the collective’s effort is casting a broad net to attract visitors.
“I think there are really specific art audiences out there who know, ‘I like art galleries. I like art museums,’ and they are seeking them out and traveling between them. We definitely want to tap into those and make sure they’re aware of all the museums that are available,” he said. “But we’re also trying to cast our net a little wider and say, ‘Even if you don’t necessarily identify as an art person who’s going to art museums or art galleries, there’s something to offer at our museums and you might be surprised at what we do have to share with you and how accessible and exciting it can be.’”