Tel –Aviv Museum of Art​

In 1989 the Tel –Aviv Museum of Art was on the brink of closure.

Diss is Culture Director Ronnie Dissentshik joined the museum management first as a volunteer and later on a full time museum director.

First he took steps to stop the bleeding and return the museum to financial stability by increasing donations cutting costs and . He initiated a strategic plan for the Museum that dealt with all aspects of museum life. This in turn repaired relations with city hall and brought about increased support .
Consequently the Museum enjoyed for the first time a credible and coherent long-term exhibition program. Acquisitions to the International and Israeli collections were unprecedented, some arriving after his departure and others still to come. The museum was enlarged and the existing facilities were renovated.Fund raising organization in Europe was established successfully as well as a "Corporate Club'' of supporters in Israel.

Attendance was up 25%. Museum shop sales grew five fold. The percentage of self-produced income went from 40% of all income to 55%.

Music program went from red to black by introducing subscription program.

Over twenty exhibitions were produced annually and together with the other cultural and educational activities made the museum the foremost cultural institution in Israel.The exhibition program in the years 1991-1994 is still considered by many to be the best in the museum history to date.

The turnaround of the Tel-Aviv Museum is considered a turning point of management of cultural institutions in Israel.

Ronnie retired from the museum at the end of 1994.

Photo: The Roy Lichtenstein mural at Riklis entrance hall.

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