Author: Olivia Zvara

October Data Drop: Social Media Mentions & Sentiment

October 22, 2025

CultureComp’s 2025 Cultural Attraction Visitor Survey indicated that 36% of potential visitors use social media as an information source, which ranks 3rd behind internet search (76%) and word of mouth (48%). Social media usage as an information source has climbed rapidly in the last five ...

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October Data Drop: Social Media Mentions & Sentiment

October 21, 2025

CultureComp’s 2025 Cultural Attraction Visitor Survey indicated that 36% of potential visitors use social media as an information source, which ranks 3rd behind internet search (76%) and word of mouth (48%). Social media usage as an information source has climbed rapidly in the last five ...

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September Data Drop: 5 Steps for Developing & Using KPIs

September 16, 2025

Key Performance Indicators (KPIs) are information pieces used to manage and track operational goals. Every cultural attraction collects operational information. KPIs differ from operational or benchmark information in that they either DEFINE performance (ex: attendance) or they IMPACT performance (e...

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Summer Attendance Survey Report 2025

August 23, 2025

The Summer Attendance Survey identified attendance trends at cultural attractions in North America between May 1 and July 31, 2024, and 2025.  92 cultural attractions participated in the survey.

Some key findings include:

Total, GA, and member attendance increased slightly compared to s...

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Cultural Attraction Sub-Industry KPI Report

July 9, 2025

The Cultural Attraction Sub-Industry KPI Report identifies Key Performance Indicators of Top, Average, and Under-performing cultural attractions. The results are segmented by aquariums, art museums, botanical gardens, children's museums, history museums, natural history museums, science museums, and...

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Cultural Attraction KPI Report

July 1, 2025

The Cultural Attraction KPI Report identifies Key Performance Indicators of Top, Average, and Under-performing cultural attractions. The analysis is based on data we collect for our Positioning and Benchmark Reports which includes 12+ million visitors to more than 800 cultural attractions in the 100...

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June Data Drop: How We Use Google Rating to Assess Performance

June 16, 2025

One of the easiest ways to quickly benchmark guest experience at your organization is through your Google Rating. Our research shows that best-performing cultural attractions typically maintain a Google Rating of 4.6-4.7. This is the Google Rating at which cultural attractions are maximizing both th...

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2025 Revenue Opportunity Report

May 15, 2025

In the wake of decreased federal funding that helps support cultural attractions, there are steps cultural attractions can take to increase revenue from attendance, admission, and membership.  The Revenue Opportunity Report identifies these steps based on our ongoing collection of&nbs...

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May Data Drop: Maximizing Admission Revenue

April 30, 2025

In the wake of federal cuts in funding, revenue from admission is even more important. One simple strategy to increase admission revenue is to price admission just below a price threshold. A price threshold is a price point at which attendance is negatively impacted. These prices generally occu...

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2024 Top 10 Natural History Museums

April 15, 2025
Attendance isn’t the only metric that matters; market capture, admission price, and Google Rating are also Key Performance Indicators. These KPIs are connected. Our CompScore (a KPI index) identifies how a natural history museum performs in relation to 33 peer natural history museums in the 100 largest US markets. Congratulations to the natural history museums with Top 10 CompScores for 2024:
  • American Museum of Natural History
  • Smithsonian Museum of Natural History
  • Mountain America Museum of Ancient Life
  • Denver Museum of Nature and Science
  • Houston Museum of Natural Science
  • Field Museum of Natural History
  • Perot Museum of Nature and Science
  • The Bishop Museum of Science and Nature
  • Carnegie Museum of Natural History
  • Witte Museum