In the spirit of Beyond CAMH, the Museum launched its Art on the Lawn series in 2011. Art on the Lawn activates CAMH’s exterior space, turning the lawn facing Montrose into a third gallery. The series offers visitors a tangible and interactive way to experience art, providing photo opportunities (often posted to CAMH’s social media sites and shared with nearly 100,000 followers worldwide) and encouraging a social atmosphere on CAMH’s lawn for picnics and lounging. The Houston Museum District is an important tourist destination and the CAMH Art on the Lawn series enhances the look of the corridor between the Museum of Fine Arts, Houston; The Glassell School; and CAMH. CAMH’s Art on the Lawn series also provides a venue for contemporary sculptors to showcase their work.