Lance Avery Morgan
Chief Experience Officer Shares Insight On Exploring Art And Innovation For The City’s Beloved Landmark
In a city renowned for its bold ambitions and larger-than-life personalities, Brad Pritchett brings a rare blend of sophistication, vision, and warmth to Dallas’ cultural landscape. As the Chief Experience Officer of the Dallas Museum of Art (DMA), Pritchett is not just redefining what it means to walk through the museum’s doors—he’s reimagining how visitors feel, connect, and belong once they’re inside.
With his professional background steeped in marketing, creative storytelling, and audience engagement, Pritchett has become the DMA’s architect of inclusion and innovation. His mission? To craft immersive, meaningful experiences that go far beyond simply viewing art on a wall. Whether he collaborates with community partners to bring new voices into the museum’s fold, shapes interactive programs that make art accessible to every generation, or champions diversity at every level of the institution, Pritchett infuses his work with a deep understanding of both people and purpose.
At a time when arts institutions across the country are continuing to evolve to stay relevant in an increasingly digital and socially conscious world, Pritchett stands at the forefront—an energetic force with one foot in tradition and the other confidently stepping boldly into the future. With his creativity, the DMA is more than a museum; it’s a cultural hub, a conversation starter, and a welcoming space where everyone, from longtime patrons to first-time visitors, feels seen and inspired. Plus, we love the fact that at the Dallas Museum of Art, you’ll find more than 25,000 works from all cultures and periods. With a collection spanning 5,000 years of human creativity, there’s always something new for you to discover.
In this exclusive profile, we connected with Brad Pritchett to explore his journey from creative strategist to culture shaper, uncover the moments that sparked his passion for the arts, and get an inside look at the visionary ideas transforming the Dallas Museum of Art into one of the most dynamic destinations in the region—and far beyond, in an up close and stylishly personal conversation with our Lance Avery Morgan.
The best career advice I’ve received is…
I once had a mentor tell me, “You can spend years leaving the most impactful legacy with a company, doing great things, hitting goals, winning awards, but people will only remember how you left an organization.” Your departure and the relationships you leave behind when leaving a job stick with you the rest of your career.
Three qualities that got me where I am today are…
Scrappy. Innovative. Resilient.
Easiest career decision I ever made is…
For the first part of my career, I performed gig to gig across the world singing and dancing. I knew that I needed to stop at some point so that I could somehow put my marketing degree to use, but tether it to something artistic. So, when a marketing position at Dallas Theater Center opened, I knew it was kismet and the easiest career decision I’ve made yet.
Due to my ongoing involvement with the Dallas Museum of Art, I have found that…
Offering creative spaces of respite for our community is important. We all juggle so much and, especially in today’s sometimes polarizing climate…places for people to come, de-stress, connect with art, and be themselves is restorative.
What is influencing me right now in the arts world and beyond is…
Reimagining our approach to customer/consumer engagement. Gone are the days of the “if you offer something, people will come” mentality. Buying behaviors have drastically changed over the last five years, and watching how others and how my team at the DMA approach patron engagement and audience building is top of mind.
At the Dallas Museum of Art, one can certainly expect to learn…
Something new every time you visit. The DMA is a catalyst for community creativity, engaging people of all ages and backgrounds with a diverse spectrum of programming, from exhibitions and lectures to concerts, literary events, and dramatic performances. We encourage guests to enter curious and leave changed.
This year, the DMA gala on October 28th is sure to…
Delight and surprise…stay tuned!
How I made my first dollar…
I was itching to work when I turned 15. The thought of making my own dollar invigorated me. So much so that I ended up having three jobs at once in high school. My hard-earned dollar was as the men’s department sales associate for Bealls in Duncanville. I took that job so seriously that it’s almost comical looking back now. I showed up to every shift in a three-piece suit, as if I owned the entire department store.
First music I bought was…
It’s no secret that I’ve had a lifelong admiration (slight obsession) with Reba. My first (several) music purchases were Reba tapes and CDs.
Last thing I binge/marathon watched…
Dexter Original Sin. I loved the first series, so I was somewhat apprehensive to watch the newer prequel. I was pleasantly surprised by how spot-on the casting was and by how engaged I was the entire binge marathon!
Book that left a lasting impression on me…
I was asked recently to moderate an author talk-back event for DMA’s Arts & Letters Live. I had never interviewed an author of a book I had read before, so it was something I was really looking forward to. Icing on the cake—Steven Rowley’s The Guncle and The Guncle Abroad were both books that I thoroughly enjoyed, so getting to meet Steven and talk about his process, the characters, and the series was something that left a lasting impression.
On that note, my favorite fictional character is…
Has to be Patrick, the gay uncle, from Rowley’s latest series. His personality, wit, and ability to handle life’s curveballs were all traits that I fell in love with.
My real-life hero has got to be…
There isn’t a single person who embodies “hero” for me. Instead, I admire and look up to all people who possess the desire to help others. From my friends who are frontline workers, to colleagues in the non-profit space, to selfless educators. These s/heroes are the ones that I admire.
If I lived in a foreign city, it would be…
My husband and I have a very special place in our hearts for Puerto Vallarta. I officially turned “over the hill” there with my best friends on an epic group vacation, and it is also where he and I celebrated our honeymoon. The city itself has a quaint yet sophisticated feel about it and is extremely LGBTQ-friendly. From the fabulous food selections to the sensational shows, it has all we need to relax and unwind for a week when we need it, and it is a foreign city where I can definitely see ourselves living.
What everyone should try in their lifetime is…
I think it should be required that all humans volunteer for a non-profit at least once in their lifetime. If more people tried it, more people would fall in love with the joy it brings from selflessly giving their time to a mission that helps others. I began volunteering with Black Tie Dinner, the nation’s largest LGBTQ charity dinner held in Dallas, a decade ago. I worked my way up to Chairman in 2020 and 2021 and now serve on the Advisory Board. The experiences we’ve shared, the relationships I’ve formed and the countless lives we’ve impacted will forever be appreciated as part of my volunteer journey.
If I could compete in an Olympic sport, or create one, it would be…
While working on a cruise ship as a performer in my early 20s, I picked up the hobby of latch hooking to pass the time in my cabin. All these years later, I still find it enjoyable, and I can knock out a pretty impressive throw pillow in no time. So, if the Olympics were to bring on the “sport” of latch hooking, I could bring home the gold for America.
If I weren’t doing what I do I would (be a…)…
As a young boy, I aspired to be a news anchor. I followed those dreams to high school and college, holding the job as a school television anchor for both Duncanville High School and the University of North Texas. I eventually went on to be the entertainment correspondent for Dallas Voice and an arts correspondent for WFAA. Marketing and Communications took over, and the itch to deliver the news on camera faded. If I weren’t in an executive position now for non-profit marketing and communications, I’d be sitting behind the desk of some national news affiliate.
A celebrity I would prank phone call and what I would ask them is…
Fun Fact: I’m obsessed with Reba. She was once a guest on a show that my best friend was hosting, and they thought it would be fun to surprise-call me and say hello. I was in such a state of shock that my first words were, let’s say, not becoming. After that, I went into fan mode and verbally vomited nonsense for two minutes straight. So, if I had the chance to make any call to any celebrity, it would be to Reba to redeem myself.
My hidden talent that most people might not guess is…
At this point in my life and career, most people don’t know that I’m also a singer. It paid the bills in college, and before I started my career journey. Needless to say, when I go out with newer friends and colleagues for a karaoke night, the number of confused faces is somewhat entertaining.
If I had a superpower, I’d surely want it to be…
I’d love to be able to read people’s minds. As a communicator and marketer, we always want to know what people/consumers/patrons are thinking. It helps us improve our product and offerings.
A simple way to get people to laugh is easy. Just…
Be yourself. I’ve found that getting people to relax and enjoy your company requires delivery of your most authentic self. If portions of that are funny, people will laugh.
My motto? Easy. It is…
Be brief. Be brilliant. Be gone.
Favorite scent these days is (because)…
I’m currently in my Tom Ford era. Specifically, the Noir Extreme Eau De Parfum. It spans across all seasons with its sweet yet sensual tones, and the longevity is above average.
My style icon is…
It’s impossible to name just one. I love the casual ruggedness of James Dean and his ability to flawlessly pull off a pair of jeans with a simple white t-shirt. Conversely, I appreciate the over-the-top fabulousness of Billy Porter and his mix of couture and flashy fanfare on the red carpet. I’d like to think I’m a blend of both.
My personal style signifier is…
One thing about me—I’m going to switch the tone/look/feel of my wardrobe regularly. Whether it’s a formal tuxedo or a blazer and jeans, my style signifier is a well-tailored look. Most people would answer this question with something like a hat, scarf, or watch, but I’m leaning into a custom-fitted aesthetic, no matter the attire, as my personal signifier.
The classic designer I wish was still designing today would be…
I’m certain this designer gets mentioned a ton when asked a similar question, but I must go with Halston. As a creator of luxury American fashion, his groundbreaking designs still influence today’s fashion landscape. Not to mention…I still mimic his signature turtleneck and blazer combo.
The last meal that truly impressed me was…
It’s no wonder Written by the Seasons was awarded a 2024 Michelin Star…they understood the assignment on a recent evening spent there for dinner. From the mouthwatering carrot-based appetizer to the oh-so-fresh scallops, decadent dessert, and fabulous wines, the night was 5 stars from start to finish.
In my fridge, you will always find…
Admittedly, I’m horrible in the kitchen…that’s my husband’s domain. So, half the time, I’m not sure what we have in the fridge or what components there are for an upcoming meal. That said, I will always have hummus at the ready. It’s quick, easy, healthy, and can be paired with lots of things for a snack on the go.
My perfect day would end…
As it has many nights…at home, with my rescue fur babies on the couch with the hubby. We’ll more than likely be binge-watching the latest and greatest show out at the time. I’ll be mindlessly scrolling on the phone while he does his nightly word puzzles…the only recipe for true decompression time for both of us.
On my tombstone, it might say…
He Was Brief. He Was Brilliant. Now He’s Gone. (Please see life motto Q&A above for reference.)
To see coverage of the most recent Dallas Museum of Art gala, visit here.
