An Educational Journey to the Heart of Innovation
As part of their communication and events program, the students had the opportunity to explore San Francisco, the cradle of digital communication and Silicon Valley. In addition to its cultural aspect, this study trip allowed them to meet industry professionals and better understand the communication strategies of major American cultural institutions.
A Program Rich in Encounters and Discoveries
From the moment they arrived, the students began soaking up San Francisco’s unique atmosphere before starting a dense and varied program.
Tuesday Morning: MoMA and Its Digital Strategy
MoMA and its digital strategy. The first immersion took place at MoMA (Museum of Modern Art), where they spoke with Océane, marketing and mediation manager, and Andrea, in charge of social media. The students learned about the museum’s communication policy and the challenges of attracting a younger audience or one distant from culture, thereby coming close to cultural mediation actions. After this meeting, they were able to freely explore the museum’s collections.
Wednesday Morning: Immersion at the San Francisco Ballet School
immersion at the San Francisco Ballet School. At one of the most prestigious dance schools in the world, the students had a privileged exchange with several professionals: marketing, video communication and mediation managers. The importance of digital strategies for ballet visibility, the impact of social media on cultural influence and financial challenges were at the heart of the discussions. With public funding for culture very limited, cultural institutions like the SFBS must develop an economic model based on growing their own resources. The visit of the studios and the meeting with Pascal Molat, Associate Director of the “trainee program” and former Paris Opera dancer, left a lasting impression by offering a concrete view of how the future stars of dance are trained.
Wednesday Afternoon: The Alliance Française and the Francophone Presence
After dance, it was time for language and culture with a visit to the Alliance Française of San Francisco. The communications manager explained how to attract audiences through cultural events and French classes. A detour through the small museum tracing the history of the French presence in the San Francisco Bay Area helped the students better understand this dynamic community.
Wednesday Evening: Evening in a Third Place and Concert at Brick & Mortar
evening in a third place and concert at Brick & Mortar. To end this full day, the group gathered in a friendly third place before attending a concert at Brick & Mortar. This gave the students a chance to discover another kind of cultural event, very different from major institutions like the SF MoMA, but just as enriching. A great immersion in California’s cultural nightlife.
Thursday Morning: Alcatraz in the Storm
Alcatraz, a must-see historic site. Unforgettable visit to the former Alcatraz prison, now a museum. The excursion immersed the students in the history of the penitentiary’s famous prisoners, with a boat crossing of the bay.
Thursday Afternoon: Discovering the De Young Museum
Discovering the De Young Museum. Off to Golden Gate Park to visit the De Young Museum, which blends contemporary, modern and ancient art. Part of the Fine Arts Museums of San Francisco complex, this museum stands out for its impressive architecture and varied collections, ranging from American art to African and Oceanic works. An opportunity for the students to discover a museum approach different from that of MoMA.
Thursday Evening: “Cool Britannia” Show at the San Francisco Ballet
“Cool Britannia” show at the San Francisco Ballet. This time, the students attended a performance at the San Francisco Opera House, rather than the Ballet School. They were able to admire “Cool Britannia,” a show made up of three pieces choreographed by British artists. This moment was particularly memorable for them, allowing them to concretely appreciate the work of professional dancers and observe the links between cultural communication and artistic staging.
Friday: A Free Day to Explore the City
a free day to explore the city. Everyone enjoyed the day as they wished: a stroll on the Golden Gate, exploring the thrift-shop neighborhoods, or a trip to Stanford for some students curious to learn more about this prestigious university.
Highlights and Valuable Lessons
This trip was an opportunity to get a concrete feel for the world of cultural and digital communication in an environment where trends are shaped. The exchanges with professionals from MoMA and the San Francisco Ballet School were especially appreciated, allowing students to better understand the strategic and financial challenges of these institutions. Discovering innovative technologies, such as Waymo self-driving cars, also left an impression, offering a glimpse of the future of urban mobility.
A stay in San Francisco combined theory and practice, history and innovation, culture and communication, confirming the value of such a study trip in the heart of the world capital of digital!
