New membership program offers new ways to connect with art and community

In August, the museum launched its new membership program. A year in the making, the initiative saw the Advancement team—along with key staff involved in visitor experience, programs, learning and engagement, retail, and communications—working on surveys of members past and present; museum visitor journey maps; research; and data analysis.  

The result is a program that offers new, innovative ways for people to connect with the museum, art, and each other. A HoMA membership makes a great holiday gift that lasts all year long. You can easily purchase one online. Need more convincing? Read on.

Members matter 

“Members are at the core of our museum's success—their passion fuels our mission. We are dedicated to offering them meaningful and memorable ways to engage with art and community,” says Membership and Annual Fund Manager Courtney Thomas.  

To do that, the museum paid careful attention to the surveys that were distributed to members last year. The majority of respondents said they belong to the museum for personal enrichment and to give back to the community. And almost 80% of current members reported feeling a sense of community at the museum. To strengthen that feeling the new membership program features new offerings such as activity-packed exhibition preview days and meet ups during HoMA Nights. In the pipeline are members-only dinner parties and a Coffee with a Curator series.  

The way people choose to connect with museums has evolved post-pandemic. In addition to prizing unlimited admission, 80% of respondents also said they would be interested in exclusive member content by email. We listened and members now receive links to behind-the-scenes videos of the museum. The first one focuses on three rare books by Katsushika Hokusai that almost didn’t get published. Research Associate of Asian Art Kiyoe Minami explains why. The names of the new membership levels also reflect the way people interact with HoMA and its collection—Seeker, Enthusiast, Connector, Visionary.  

A distinctive look

The new program has a distinctive, inviting look created by Design Director Anjali Lee, who aimed to establish an identity that is fresh yet enduring.  

“There are so many different types of activities you can participate in as a museum member,” says Lee. “The graphic elements—derived from well-known artworks popular with our guests, courtyard flora and fauna, architecture, colors—represent these different types of offerings always happening here. Hopefully the identity makes a member feel as if they have entered a HoMA-world that is creative, educational, and stimulating.” 

To evoke a sense of place, Lee chose an icon for each membership level, as well as the Annual Pass. They represent signature aspects of the museum, such as blooming bougainvillea and the ceramic horse at the Art School. Lee chose to use Kanaka ‘Ōiwi artist Sean Browne’s sculpture Ke Ānuenue (The Rainbow), on view in Gallery 29, because, “It has a graphic silhouette and is a symbol of transformation, connection between land and sky.” Along with La Grande Pénélope who greets visitors in Central Courtyard, these elements, says Lee, “are a small but important acknowledgement of where we are, and represents our unique, complex collection.” 

As the museum approaches its centennial in 2027, it continues to focus on strengthening community through programs, partnerships, and accessibility. “Our members make what we do possible,” says HoMA Director and CEO Halona Norton-Westbrook. “They support HoMA’s mission and we hope this refreshed membership program deepens their relationship with the museum.”