
DATE: Thursday, November 6, 1997            TAG: 9711060456

SECTION: FRONT                   PAGE: A1   EDITION: FINAL 

SOURCE: BY TERESA ANNAS, STAFF WRITER 

DATELINE: NORFOLK                           LENGTH:   94 lines

CHRYSLER MUSEUM GETS GIFT OF $1.25 MILLION

The Chrysler Museum of Art has received a $1.25 million donation - the largest gift in the museum's history, aside from those of founder Walter P. Chrysler Jr.

The donation, by Perry Morgan of Virginia Beach, will be used to broaden the Chrysler's appeal, the museum announced Wednesday.

The museum plans to mount popular exhibits and hold a yearly family-festival weekend.

Morgan is a former publisher and executive editor of The Virginian-Pilot. He now writes an editorial-page column.

``There's absolutely no question: This will change the way the museum is able to go about its business,'' said William J. Hennessey, the Chrysler's director.

The biggest part of the gift, $1 million, comprises the Bunny and Perry Morgan Fund for Special Exhibitions. Morgan created the fund in memory of his wife, Bunny.

Morgan stipulated that the amount must be matched by other donations. Once the sum is matched, only income from the $2 million may be spent.

When the match is achieved, museum officials expect that the fund will earn about $100,000 a year, roughly the cost of one major show.

Three popular shows in the last four months - featuring art by Rembrandt, Monet and Toulouse-Lautrec - have sharply boosted attendance at the Chrysler. Museum officials hope the Morgan endowment will allow them to continue to land similar shows.

The Morgan fund specifies exhibits that have high artistic quality and historical importance, as well as broad appeal.

``For the first time, the museum can go out and make commitments to special exhibitions, take advantage of opportunities, without having first to go out and raise the money,'' Hennessey said.

A campaign to raise matching funds already has begun, said Harry Lester, chairman of the board of trustees. The museum hopes to collect small change from schoolchildren and big checks from corporations.

``And it doesn't have to stop at $2 million. That's the beautiful thing about endowments. This is just the beginning of something that can be $2 million, $5 million or $10 million. . . . We've got some work to do now, but it's for a great cause,'' Lester said.

``I'm wildly enthusiastic. We just think it's the greatest thing ever.''

Morgan said he got the idea for the exhibitions endowment when he was told that the museum could no longer afford shows like 1992's ``The Great Age of Sail.'' That particularly expensive exhibit featured 79 major maritime paintings.

Morgan wouldn't comment further on the donation, saying he wanted news stories on the announcement to focus on the museum, not him.

The remainder of the Morgan gift, $250,000, has been earmarked for an annual ``family weekend'' at the museum, with free admission and lively programming, including dance, storytelling, animals, games and art discussions.

That portion of Morgan's gift does not have to be matched, Hennessey said, and is expected to produce an annual income of about $12,500. The money will be used to pay the performers and speakers, to publicize the event and to cover the lost revenue from admission fees, he said.

Such events will help popularize the museum, Hennessey said. A free family day on Oct. 26 at the Chrysler drew 2,700 people, making it the busiest single day in the institution's recent history.

Morgan's $1.25 million donation is second only to that of Walter P. Chrysler Jr.

Chrysler, son of the auto magnate, brought his major art collection - now valued at $1 billion - to Norfolk in 1971. Upon his death in 1988, he left the museum an additional 17 artworks valued at more than $7 million, plus $3.8 million earmarked for endowments.

Morgan also recently gave the museum an 1885 painting by American Impressionist Willard L. Metcalf, ``Boys Hunting Crabs, September Morning.'' The landscape is on display in a gallery with other late 19th century American paintings.

``It's a lovely picture, filled with warmth and sunlight,'' Hennessey said, ``a beautiful object that gives pleasure. At the same time, it fills an important gap in our holdings.'' ILLUSTRATION: Color photo

Perry Morgan, former publisher and executive editor of The

Virginian-Pilot, is honoring the memory of his wife, Bunny.

Graphic with color file photo of Chrysler Museum

OTHER BIG GIFTS TO THE CHRYSLER

These are among the major donations received by the museum since

1996

About $500,000, from Arnold and Oriana McKinnon, to refurbish the

20th century and photography galleries.

$220,000, from the Lee and Helen Gifford Charitable Trust, for an

educational seminar room in honor of the late Lee Gifford and an

endowment for educational programming.

$100,000, from Dick and Shirley Roberts, for ongoing operations.