The Broad, a $140 million contemporary art museum that opened Sept. 20 in downtown Los Angeles, said this week it expects to reach 200,000 visitors by year end.
With the holidays approaching, the museum cautioned visitors that online advance reservations are booked into March and the no-reservation line can be up to two blocks long.
“The public reception to The Broad has been overwhelming and has exceeded our expectations,” said founder Eli Broad. “Before we opened, we projected annual attendance of around 300,000 visitors, based on museums of similar size. We’re well on our way to exceeding that.”
Museum Director Joanne Heyler said the crowds demonstrate “the strong public appetite in Los Angeles for meaningful and accessible contemporary cultural experiences.”
The Broad offers free general admission to all, and free advance ticket reservations for visitors who want to guarantee a specific entry time, though there is limited availability until March. Admission for those in the no-reservation line is first come, first served, based on availability. The line typically stretches around the building.
The museum includes more than 250 works by some 60 artists such as Jasper Johns, Robert Rauschenberg, Ed Ruscha, Andy Warhol, Roy Lichtenstein, Barbara Kruger, John Baldessari, Julie Mehretu, Yayoi Kusama, Mark Bradford and Kara Walker.
Hours are 11 a.m. to 5 p.m. Tuesdays and Wednesdays, 11 a.m. to 8 p.m. Thursdays and Fridays, 10 a.m. to 8 p.m. Saturdays, and 10 a.m. to 6 p.m. Sundays. The museum is closed on Mondays.