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.