Museum Appoints Rusty Smart Curator of Rhetoric

July 5, 2016

The Dalí repositions digital marketing to better connect to the community.

ST. PETERSBURG, FLA (July 5, 2016) – The Dalí Museum has announced the appointment of Rusty Smart as Curator of Rhetoric. In this newly created role, Smart will report to Kathy Greif, Dalí Museum Marketing Director, to advance the Museum’s digital marketing efforts and community outreach.

“All facets of marketing need to continuously evolve, particularly digital marketing which moves at in incredibly rapid pace. We’re shifting our team dynamic to stay in check,” said Greif. “The first step was to create the Curator of Rhetoric position and bring Rusty on board. Content marketing continues as a driving force, particularly in the social marketing landscape – and we have a vast amount of content to share. Rusty is tasked with transforming this content in a way that resonates with both the local and global communities we serve.”

Smart brings over 20 years of marketing and creative experience to this role at The Dalí. “As an artist, a writer and now a ‘curator of rhetoric,’ context is everything,” said Smart. “My goal at the Museum is to find new contexts in which we can share The Dalí experience across all communities – online, local and far abroad.” The Dalí’s digital team, which Smart leads, also includes Christa Kootz, Web Producer and Jon Fisher, Video Production Specialist. If content is king, video is the crown jewel – the team at The Dalí aims to both curate the reams of content the Museum already produces, as well as to create new engaging video content. “We’re storytellers,” said Smart, “albeit, in digital terms, it’s all about the short story.”

The Museum hosts a multitude of events throughout the year and across myriad topics. These programs are ripe opportunities for the digital team to draw from. Whether it’s exhibits like Horst Photographs: Fashion & Surrealism (July 2–Sept 6) and Ferrán Adria: The Invention of Food (Sept 25–Nov 27) or monthly programs like Coffee with a Curator and the annual summer favorite, Cult Classics – the digital team will leverage these programs, as well as The Dalí Museum’s library and rich collection of artworks, to create content that engages audiences around the globe.

About The Dalí Museum
The Dalí Museum, located in the heart of beautiful downtown St. Petersburg, Florida, is home to an unparalleled collection of Salvador Dalí art, featuring more than 2,000 works comprising nearly 100 oil paintings; over 100 watercolors and drawings; and 1,300 prints, photographs, sculptures and objets d’art.

The building is itself a work of art, featuring 1,062 triangular-shaped glass panels – the only structure of its kind in North America. Nicknamed The Enigma, it provides an unprecedented view of St. Petersburg’s picturesque waterfront. The Museum has attracted the world’s attention, and among the other distinguished awards it has received, it was listed by AOL Travel News as “one of the top buildings to see in your lifetime.”

The Dalí Museum is located at One Dalí Boulevard, St. Petersburg, Florida 33701. For additional information contact 727-823-3767 or visit

MEDIA CONTACT Lorin Konchak Augeri,, 954.815.2156