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NYC Hispanic museum seeks to make itself known

Associated Press

NEW YORK (AP) – The Hispanic Society of America’s museum is a hidden gem in upper Manhattan, boasting such masters as Goya, Velazquez and El Greco.

Yet the 104-year-old institution in Washington Heights is not high on the itinerary of many tourists. But it’s much better known to visitors from Spanish-speaking countries than to New Yorkers.

Its location north of Central Park is off the beaten track but near other historic sites, including the Audubon Ballroom where Malcolm X was assassinated.

The Hispanic Society of America is fighting to make itself and its treasures known to a wider audience.

It has a new advisory board and marketing strategy and a magnificent renovated gallery dedicated to paintings by revered Spanish artist Joaquin Sorolla. The canvasses were commissioned in 1911 specifically for the room by the society’s founder, Archer Huntington.

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