Contributed by Ryan Wheeler
The Peabody has a new name! The Phillips Academy Board of Trustees, at their November 5, 2017 meeting, approved the Peabody’s new name. We are now known as the Robert S. Peabody Institute of Archaeology. Part of our proposal for a name change–included below–addresses the history of our institution’s name, issues of identity, and practical concerns:
Throughout the Peabody’s strategic planning work in 2014 and 2015 there was frequent discussion about the need for focused work on branding. These conversations included Museum personnel, members of the Peabody Advisory Committee, and the broader Phillips Academy community. There was general agreement that one issue was the name Robert S. Peabody Museum of Archaeology. Discussants pointed out that the name “Peabody” often leads to confusion with the other, larger institutions in Salem, Cambridge, and New Haven, and that the term “museum” is misleading.
The topic of branding was revisited during the Peabody Advisory Committee’s 2016 summer retreat and November 2016 meeting and the group proposed a name change.
The topic of a potential name change has been considered in three ways:
1) Historical— Past names for our institution include Department of Archaeology (1901-1938); Robert S. Peabody Foundation for Archaeology (1938-1995); and Robert S. Peabody Museum of Archaeology (1990-present). The most recent name change occurred in the 1990s and was made to reflect the interest in creating an exhibition driven institution like the Addison Gallery of American Art. That program ended in 2002 with a shift to our current focus on teaching and learning.
2) Identity—Museum personnel and advisory committee members have discussed whether or not we are a museum. For example, Eugene Dillenberg’s 2011 article in Exhibitionist emphasizes exhibitions as the core defining aspect of a museum, with exhibits as the primary mission and goal of the institution. The Peabody’s current mission is to provide archaeological and anthropological learning opportunities to the students of Phillips Academy, returning to Robert Peabody’s original vision for the institution, which was to introduce students to the emerging disciplines of archaeology and anthropology, to conduct scientific research, and to provide a place for student activities. There also was general agreement that it was important to retain the name “Peabody,” despite the proliferation of Peabody museums in New England. The sense was that we would continue to be called “The Peabody” on campus and in the broader Phillips Academy community.
Other “Peabody Museums” in New England include:
3) Practical—the word “museum” creates considerable confusion as people come here expecting a more typical museum experience. While we are happy to have people come for tours and events (and classes, of course!) we are a pretty disappointing experience to a growing number of casual visitors. As we become more well-known in the area more people have become curious about what is inside the building and come in to find out.
In his gift letter to the Board of Trustees and the Academy administrators in 1901 Robert S. Peabody shared that he did not want to create a museum on campus, but rather to find ways to introduce students to the fields of archaeology and anthropology. We’ve come to recognized the prescience and vision of Peabody’s original idea for our institution. We trust the name change will help avoid confusion and emphasize our commitment to teaching and learning on campus and beyond.