The Dayton Art Institute will launch a new series of pop-culture inspired parties in July — the Prime Time Party Rental Series.

The parties — which will include themed foods, a specialty cash bar, music, special art experiences, surprise guests and contests — will celebrate popular cultural icons and will highlight related art in the museum’s permanent collection, according to museum officials.

“The parties are designed to be affordable, entertaining and have special opportunities for guests that are unique to each party,” said Michael Roediger, executive director of the DAI.

The series will kick off with the Olympics Opening Ceremonies Party on Friday, July 27. Patrons will celebrate the start of the London 2012 Olympics with an evening of English pub food, drinks and British music, while watching the opening of the summer games unfold.

“It is the kick-off to what is going to be an exciting series we envision becoming part of the fabric of the DAI,” Roediger said of the Olympics-themed event. “Every year, we believe patrons will anxiously await the announcement of the Prime Time Party Rental Series and plan their calendars so as not to miss one, just like people do now with Art Ball and Oktoberfest. I think people will want to say ‘I attended the first Prime Time Party.’”

The Prime Time Party Rental Series will continue Friday, Aug. 17, with the Superhero Costume Ball, held in conjunction with the special exhibition “You Are My Superhero.” Attendees are invited to dress as their favorite superheroes and dance to superhero-themed tunes.

The third event will be the James Bond Martini Bash Friday, Oct. 26, in honor of the 50th anniversary of the film “Dr. No,” and the upcoming release of the newest Bond film, “Skyfall.” The party will include specialty martinis and some “top secret” surprises, according to the museum’s leaders.

“We live in a world that worships the next new thing; people get bored very, very easily,” said Jane A. Black, associate director of the DAI. “Because each one of these parties will be fresh and new, we anticipate it will be a good match for the way people make decisions about how they will spend their time.”

Goal of series

The main goal of the Prime Time Party Rental Series is to bring new audiences to the DAI to discover its collection and facilities, while having fun with other people who want to support the museum, Roediger said.

“We want the museum to be accessible and inclusive to all types of people and create different opportunities for people to experience the collection in non-traditional ways,” Roediger said.

Black said The DAI is connecting with people by showing them how art relates to a specific interest or activity they already enjoy. In that way, the museum will become increasingly important to a larger constituency, she said. The DAI needs that support to thrive, she said.

“The museum is such a beautiful place to spend an evening,” Black said. “This gives more people more opportunities to do so.”

What series means for museum, community

The Prime Time Party Rental Series is proof that the DAI is listening to the community and to the future supporters of the museum, and creating new opportunities that match their interests, Roediger said.

“We are dedicated to making the spaces more comfortable, accessible and welcoming,” he said. “We are incorporating more and more technology, from our state-of-the-art HD projections system in the NCR Renaissance Auditorium to the new Wi-Fi system throughout the museum. The Prime Time Party Rental Series will be an entry point for many, and that will encourage membership, participation in other events and a sense of ownership. We want guests to feel like this is their place to hang out and meet friends and colleagues.”

Black said the series is an invitation to the community.

“The Dayton Art Institute, like many museums in midsize markets, is somewhat underutilized by the population at hand, and doesn’t have a great tourist base to draw on,” she said. “A series like this encourages more people to come and enjoy themselves at the museum. It’s incredible how many Daytonians never take advantage of this wonderful resource. … Sometimes you just need to invite people in to create an interest. This is our way of issuing that invitation.”

Financially, Roediger said for this first year of the series, he hopes the museum will “simply break even.”

“That said, there are opportunities for increased revenue through sponsorships, bar and retail sales, and increased memberships,” he said of the parties.

Black described the series as “a slow growth model for sustainability.”

“We think they are going to be very popular in the years to come, and will encourage greater direct and indirect support of the museum each year,” she said.

Kristen Wicker, public relations and promotions manager for the Downtown Dayton Partnership, a nonprofit organization dedicated to growing and strengthening the downtown area, said the parties are a “one of a kind” set of events.

“Downtown Dayton, because of the concentration of arts amenities and events, really is the premier arts and entertainment destination,” she said. “Any time we add something to that mix, it strengthens that position as the center city being the region’s arts and entertainment center. … We feel like it will attract a new crowd to these events, and that’s more people that are visiting our center city and our downtown.”