Ford's first task: make people aware of MOCA Jacksonville

News

by Caroline Gabsewics

Staff Writer

Christopher Ford is only two weeks into his new job at the Museum of Contemporary Art Jacksonville, but he’s already established a firm goal.

“I want people to know that we are here,” said Ford, who is MOCA Jacksonville’s new manager of special events and facility rental. “We aren’t just a museum. We are also a place that the community can use for events.”

Ford went through a week of transitioning with Troy Spurlin — the former manager of special events and facility rental — before officially taking over. Spurlin’s last day was July 6 and Ford stepped in the following Monday. His job now is to build on Spurlin’s accomplishments and add a bit of his own touch to the museum as well as Downtown.

“My focus is still on taking care of all the details that goes along with a rented space, but I am also going to go out more into the community to help draw people into the museum,” he said.

There was no time to waste these past two weeks. Ford and the rest of the staff is preparing for this weekend’s third “Canvas of Sound” at the museum.

“This is the first time it will be held here in the lobby,” he said. “The past two were held in our warehouse.”

“Canvas of Sound” is a hip, urban-chic party Saturday from 9 p.m.-1 a.m., with the galleries open only until 11 p.m.

“It’s an opportunity for people to come out and experience the museum and galleries,” said Ford. “It allows us to open ourselves to the community a little more.”

Ford has yet to experience Art Walk at MOCA Jacksonville. The July Art Walk was canceled because it fell on the 4th of July, but Ford is already planning August’s Art Walk, which at MOCA Jacksonville will have a “Latin flair” to it.

“It is going to be called La Vita MOCA,” he said. “There will be Latin dancing, Latin food and we will be showing a Spanish film in our theater.”

Because he has been working on finalizing these events, Ford hasn’t had to much time to think about what other programs and events he would like to add to the museum.

“I definitely want to continue with what the museum had while Troy was here, because he did a fantastic job,” he said. “I also want to see what our new director Debra Broder — who is starting Monday — has in mind for the museum.”

For now, Ford said he wants to focus getting to know people in the community and these two upcoming events are the perfect opportunity to do just that.

“I want people to think of the museum as a huge loft that you can do anything with,” he said. “I want to get out there and let people know that and show them how versatile this museum is.

“Everything is here — music, art, food — and that is all part of revitalizing Downtown.”

One of the programs that Ford will continue to offer at the museum is “MOCA in the Middle.” It is held every Wednesday night in conjunction with the film series from 5-9 p.m. The films start at 7 p.m.

“It is part of the film series and Cafe Nola is open for dinner,” he said. “We also have a full liquor bar.

“It is a perfect opportunity for business people to come by, have a drink and enjoy some live music.”

Guests also have the opportunity to stay for dinner and attend the film that is shown the museum’s theater.

“You can get the full art experience with dinner, art and music,” said Ford. “All senses are being tapped on Wednesday nights.”

Ford added that the museum would like to stay open on other nights during the week, but there are no plans to begin that yet.

Ford has lived in Jacksonville before – from fourth grade through high school — and said he sees a completely different city.

“There is a lot more culture. It was great to come back and see how much it has changed,” he said. “It has been a slow progression, but I can see Jacksonville being on the same par as cities like Tampa and Atlanta.”

Ford moved to Orange Park with his family from Chicago when he was in fourth grade. After graduating from Orange Park High, he began classes that summer at the University of South Florida.

Ford received his degree in marketing and advertising from the University of South Florida in 1989. He worked at advertising firms and TV stations in Tampa before moving back to Jacksonville in 1998. Ford decided to take some time off from the marketing and advertising world and became a trainer with Gracor Fitness and worked at the Gold’s Gym on Forsyth Street.

Ford said he found out about Spurlin’s position through a mutual friend at the gym.

“I wasn’t really looking, but I am ready to get back into it (marketing) again,” said Ford.

He added that he is excited to be a part of Downtown as it continues to grow.

“One reason I am excited to be here is because of the revitalization of Downtown,” he said. “We are on the cusp of all of that and it is very exciting. And I hope with the position I am in here, I can help the city move further along.”

Schedule of events and programs at Museum of Contemporary Art Jacksonville

Events at Café Nola

• Spanish Wine Dinner - July 26, 7:30 p.m. For reservations call 366.6911 ext. 231

• The restaurant is open every Wednesday night for dinner. For reservations for call 366.6911 ext. 231.

Exhibitions

Current exhibitions through Aug. 26

• “Contemporary Currents” – Selections from the Bank of America Collection

• “Impermanence” – Rencent Works by Andres Michelena

• “Keyhole” – Constructed Paintings By Todd Murphy

• “Perspectives” – New Works by selected University of Florida MFA students

Upcoming exhibitions Sept. 4-Jan. 6, 2008

• “Sculptures by Duncan Johnson”