Author: Olivia Zvara

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

2024 Top 10 Children’s Museums

April 8, 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 children’s museum performs in relation to 66 peer children’s museums in the 100 largest US markets. Congratulations to the children’s museums with Top 10 CompScores for 2024:
  • Children’s Museum of Indianapolis
  • The Strong National Museum of Play
  • Omaha Children’s Museum
  • Imagination Station
  • Science City at Union Station
  • EdVenture
  • Louisiana Children’s Museum
  • Marbles Kids Museum
  • Mississippi Children’s Museum
  • Creative Discovery Museum

2024 Top 10 Art Museums

April 7, 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 an art museum performs in relation to 190 peer art museums in the 100 largest US markets. Congratulations to the art museums with Top 10 CompScores for 2024:
  • Metropolitan Museum of Art
  • Museum of Modern Art
  • National Gallery of Art
  • Chihuly Garden and Glass
  • Art Institute of Chicago
  • Crystal Bridges Museum of American Art
  • The John and Mable Ringling Museum of Art
  • Milwaukee Art Museum
  • Seattle Art Museum
  • Philadelphia Museum of Art

2024 Cultural Attraction Trend Report

March 26, 2025

The Cultural Attraction Trend Report, now in its 27th edition, tracks cultural attraction attendance, marketing, membership, and pricing trends dating back to 1998.
Some key findings include:

Attendance decreased 3.8% in 2024 as compared to 2023. Many cultural attractions experienced high visitati...

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2025 Sub-Industry Visitor Survey Reports

March 6, 2025

We recently completed the Cultural Attraction Visitor Survey Report, which identifies visitor and member motivations, intent, and other relevant information like preferred communication channels based on 1,225 respondents interested in visiting or joining a cultural attraction in 2025. The Visitor S...

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