A new look is coming!

Mid-Atlantic Center for the Arts & Humanities (MAC) celebrates 50 years (1970–2020) with an exciting new vision for the future

CAPE MAY — In 1970, the Mid-Atlantic Center for the Arts (MAC) was formed by a band of volunteer citizens with a mission to help preserve the history of the Cape May region. Initially, MAC’s founders had broad, lofty goals for the organization, which is reflected in their choice of name. Over the course of our 50-year lifetime, the Mid-Atlantic Center for the Arts & Humanities (we expanded our name in 2009) has been the leader in cultural and heritage tourism in the Cape May region.

Over this same lifetime, the organization has struggled with an identity crisis. MAC’s name is vague and a little misleading. Additionally, the longstanding branding strategy had been to focus on promoting the unique identity of each of our offerings, rather than promoting MAC as the brand behind each offering. As a result, many visitors and residents are unaware of all that MAC has to offer. In preparing for the 50th anniversary year, MAC’s leaders engaged in strategic planning initiatives to ensure MAC’s stability and success for the next 50 years. One of major goals identified was the need for MAC to work on establishing a strong, clear brand to launch itself into the future. Over the course of 2018–19, MAC’s board and staff, working with the Princeton Strategic Communications Group, have poured time and energy into a re-branding initiative which will include a new website AND a new name!

We are excited to share this new vision with you, however you’ll have to wait a little bit longer! We will be revealing our brand during the opening of our 2020 exhibit, “50 years of MAC: 1970–2020”. The exhibit opening will take place in the Carroll Gallery, at the Emlen Physick Estate on Friday, March 27th at 7 pm. In the meantime, stay informed by following us on social media, where we will be sharing teasers and updates.

This story is written by MAC’s Chief Outreach Officer Eliza Lotozo. 609–224–6122. For more information visit www.capemaymac.org.