Author: Olivia Zvara

2024 Top 10 Children’s Museums

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

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

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

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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2025 Cultural Attraction Visitor Survey Report

We recently completed the Cultural Attraction Visitor Survey Report, which identifies visitor and member characteristics, motivations, intent, and other relevant information like preferred communication channels based on 1,225 respondents interested in visiting or joining a cultural attraction in 20...

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January Data Drop: Best Practices in Structuring Membership Programs

We frequently receive questions about best practices in structuring membership programs. Quite often, we see cultural attractions offering too many membership options to too many audience segments in an attempt to provide something for everyone. This is not an advisable strategy as it can not only b...

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Fall ’24 Trend Report (All)

We have completed the Fall 2024 Cultural Attraction Trend Report which includes data on over 3.4 million visitors to over 800 cultural attractions from September 1 - November 30, 2024. See what happened at the link below.
Fall 2024 Cultural Attraction Trend Report
...

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Fall ’24 Sub-Industry Trend Reports

We have completed data collection on over 3.4 million visitors to over 800 cultural attractions in the 100 largest U.S. markets from September 1 - November 30, 2024.
See what happened in your sub-industry below.
Fall 2024 Aquarium Trend Report
Fall 2024 Art Museum Trend Report
Fall 2024 Children's...

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2024 Cultural Attraction Visitor Demographic Report

The 2024 Cultural Attraction Visitor Demographic Report. The Visitor Demographic Report is based on 15,395,699 visitors to more than 800 cultural attractions in the 100 largest markets in the US between December 1, 2023, and November 30, 2024.
The Report includes:

Median Household Income
Household...

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November Data Drop: Using Membership KPIs to Assess Success

The relationship between membership conversion and retention can often be misunderstood, leading to strategies that may not support long-term organizational health. Membership conversion refers to the proportion of visitor households that become members relative to the total number of visitors. For ...

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