Founder & Creative Director | Prentice Cultural
Prentice Cultural is a boutique firm that specializes in public relations, strategic
partnerships and highly-curated events for the art and luxury sectors. Considered a leader in the art
world, Bettina’s thought partnership and guidance is highly sought after by the world’s preeminent
brands. Prentice is renowned for her holistic approach to every project to ensure an informed
cultural focus from concept to execution that maintains the integrity of both artist and brand.
Bettina is credited with propelling many of the most exciting artists to the forefront of the cultural
Her agency has a reputation for speaking eloquently to the ultimate HNWI and tastemakers
worldwide. An extensive network and formidable access enables long-term, meaningful relationships
for partners and clients. Clients include Art Production Fund, Vito Schnabel, FENDI, The Estate of
Tom Wesselmann, The New Museum, Pioneer Works, BVLGARI, Tiffany & Co., The Estate of Ray
Johnson, and Google.
Recent projects include FENDI’s commission by Giuseppe Penone for the first ever permanent
contemporary sculpture in Rome, which was hailed by The New York Times as a gift to the city. She
was instrumental in the collaboration between The Whitney Biennial and Tiffany & Co. which
emanates the gold standard of an artist and product collaboration. Bettina proudly supported Art
Production Fund and the Nevada Museum of Art on the monumental site-specific installation
‘Seven Magic Mountains’ by Ugo Rondinone.
A native New Yorker and active patron of local arts organizations, Bettina is a founding member of
the New Museum’s Artemis Council which funds exhibitions exclusively by female artists, including
the 2016 blockbluster Pipilotti Rist show that broke the museum’s attendance records. The Artemis
Council’s invitation-only board includes Agnes Gund, Maria Baibakova, and H.R.H. Princess Eugenie
of York. Beyond the art realm, Bettina is actively involved in the International Rescue Committee
and the Coalition for the Homeless.
Bettina graduated from Georgetown University and resides on Gramercy Park in Manhattan with her
husband and their two children.