Category: Trends

November Data Drop: Using Membership KPIs to Assess Success

November 6, 2024

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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Spring ’24 Trend Reports (Sub-Industry)

August 28, 2024

We have completed data collection for over 800 cultural attractions in the 100 largest U.S. markets from March 1 – May 31, 2024. See what happened in your sub-industry below.
Spring 2024 Aquarium Trend Report
Spring 2024 Art Trend Report
Spring 2024 Children's Museum Trend Report
Spring 2024 Garden ...

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August Data Drop: Information Sources

August 6, 2024

It is critical for cultural attractions to have consistently high levels of awareness to maximize attendance potential. Cultural attractions that perform in the Top 25% have 3.1 times more organic search (awareness) and 3.2 times more unique website visitors (interest) than median. Outside of experi...

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July Data Drop: Understanding Visitor Motivation

July 8, 2024

Understanding what drives people to visit cultural attractions is essential. While the primary mission of cultural attractions typically revolves around preservation, appreciation, and education, visitor motivations often lie elsewhere. Respondents from our 2024 Cultural Engagement Survey highlighte...

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