South SFV Today

Before officially stepping into the leadership role at the Cantor Arts Center, Veronica Roberts began formulating a 21st-century strategic vision for a museum founded in the 19th century. Her vision included re-engaging in-person audiences after the COVID-19 pandemic, rebuilding and reorganizing staff to meet the institution’s changing needs, deepening the museum’s commitment to diversity and accessibility, and leveraging scholarship and collaboration opportunities on a university campus.

Now, nearly two years into her tenure as the John and Jill Freidenrich Director, Roberts is seeing her initial goals for the museum take shape. She is advancing new ideas about museology, using art to understand world problems, and remaining an integral part of the intellectual lives of students, faculty, staff, and visitors.

Roberts shared more about her leadership role and the current exhibition "Day Jobs," which examines the overlooked impact of day jobs on visual arts in the United States.

"I was fortunate to join a museum with an amazing staff," Roberts said. "A big part of my motivation to be a director was fueled by a desire to create a supportive work culture that allows people to do their best work and feel recognized for their contributions."

Roberts has devoted much of her tenure to hiring a stellar leadership team, supporting current and new staff, and shifting the work culture towards collegiality, collaboration, inclusivity, integrity, kindness, and support for artists. "I am in awe of my colleagues on a daily basis," she added.

In addition to rebuilding staff, Roberts has focused on recovering valued audiences post-pandemic. Starting September 5th, museum hours will extend to 8 p.m. on Thursdays with additional weekend hours. The café Tootsie’s will also remain open late. This decision aligns with audience surveys supporting greater access to the museum.

Regarding what university museums can do better than public museums: "Free university art museums can be more adventurous in their exhibition programming because we are not beholden to admissions revenue," Roberts explained. She cited an upcoming show called "Spirit House" as an example.

"As a curator and now director," Roberts stated, "I have always strived to create shows that don’t just speak to people already passionate about art or comfortable in museums." The Cantor aims to create exhibitions reflecting shared humanity and underscoring art's consequential power.

The current exhibition "Day Jobs" explores how economic and creative pursuits intertwine in the art world. Roberts noted that early experiences with artists like Barbara Kruger and Sol LeWitt shaped her understanding of this topic.

"Day Jobs is a love letter to artists and creatives," she said. The exhibition maps how these jobs influence artists' work while dispelling myths about isolated genius often portrayed in media.

"I hope it will destigmatize the day job," Roberts concluded. She aims for visitors to recognize that most U.S.-based artists juggle multiple jobs—a reality that should be acknowledged rather than stigmatized.

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