Category: PAID

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 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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2025 Cultural Attraction Visitor Survey Report

February 8, 2025

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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