Art Museum's Workplace Safety Training Generates Millions
Toledo Museum's COVE reduces workplace accidents while creating significant revenue.
1Safety Innovation from an Art Museum
The Toledo Museum of Art (TMA) launched the Center of Visual Expertise (COVE) in 2017 to provide Fortune 500 companies with workplace safety training. The program uses visual literacy techniques to help employees identify job hazards early. According to U.S. Bureau of Labor Statistics data, there were 2.5 million nonfatal workplace injuries in private industry and over 5,000 fatal work-related injuries across all sectors in 2024. COVE aims to reduce these statistics through its innovative approach.
2New Revenue Model for Museums
COVE has generated millions in revenue for TMA during a time when museums face financial pressures and declining attendance. Museum director Adam Levine stated, 'We were attracted not just to the revenue potential, but to productizing art historical expertise to keep people safe.' COVE's success demonstrates that alternative revenue models are possible for cultural institutions while creating social impact.
3Owens Corning's Pivotal Role
The COVE concept took shape in 2015 when museum board member and Owens Corning CEO Mike Thaman connected workplace safety with visual literacy. Owens Corning, a recipient of the National Safety Council's Green Cross for Safety award, provided crucial industry perspective. Former VP Doug Pontsler emphasized, 'In EHS, if you're not progressing, you're going backward,' highlighting COVE's importance in continuous safety improvement.
4Training Model and Clientele
COVE offers workshops primarily held in museums and led by EHS experts from various industries. The program also provides licensing and train-the-trainer modules to help companies scale safety awareness. Major clients include Owens Corning, PENTA Building Group, American Axle Manufacturing, and DTE Energy, demonstrating cross-industry applicability of visual literacy for workplace safety.
5Launch Phase and Growth
TMA's board approved initial investment in COVE, which operated at a small loss in its first year like most startups but has returned profits annually since. Levine noted, 'We're nonprofit but that doesn't mean for loss,' emphasizing sustainable growth. COVE's success proves cultural institutions can maintain financial health while creating social value through innovative programming.
6The Power of Visual Literacy
At its core, COVE leverages the detail perception and visual analysis skills developed through art education. The program uniquely transfers art historians' expertise to industrial settings. One museum expert described the initiative as 'magical - as art historians, we're helping workers return home safely,' highlighting the program's innovative cross-disciplinary approach.
7Industry Impact
The COVE model creates transformative effects, particularly in high-risk sectors like construction, manufacturing, and energy. Implemented trainings have produced measurable reductions in accident rates, demonstrating the value of moving beyond traditional safety training. COVE's success underscores how innovative approaches can significantly improve workplace safety outcomes.
8Future of Culture-Industry Collaboration
COVE's achievements reveal new collaboration opportunities between cultural institutions and private enterprises. This model, which applies art's transformative power to industrial challenges, could inspire other museums. COVE demonstrates cultural organizations' potential to address societal problems while developing sustainable revenue streams, redefining museums' role in solving contemporary issues.