Driving Record-Breaking Museum Attendance Through Audience Strategy and Storytelling

When I joined Crystal Bridges Museum of American Art, the institution was entering a period of ambitious growth. We were opening major exhibitions that needed to resonate with very different audiences, from families and longtime museum supporters to younger visitors and first-time guests who did not always see themselves reflected in traditional museum spaces.

 

Two exhibitions in particular represented very different challenges and opportunities: Exquisite Creatures and KAWS: Family.

 

With Exquisite Creatures, we were taking a risk. The exhibition had traditionally been shown in nature and science centers, not art museums. Bringing it into a fine art context required reimagining how it would be introduced and experienced by our audience.

 

We focused on storytelling that emphasized curiosity, imagination, and shared discovery, positioning the exhibition as something families could explore together. The goal was to make it feel welcoming and accessible while still honoring the museum’s artistic mission.

 

The result was extraordinary. Exquisite Creatures became the largest indoor exhibition in the museum’s history, drawing record attendance and proving that thoughtful audience insight and creative risk could expand what a museum experience could be.

 

KAWS: Family required a very different approach. This exhibition needed to connect with younger audiences and communities who had not always felt invited into the museum. We leaned into contemporary language, cultural relevance, and digital-first storytelling that reflected how these audiences engage with art and culture.

 

To make the space feel more interactive and welcoming, I partnered with the National Gallery of Victoria in Australia to bring in their interactive elements and technology-based experiences. These additions transformed the gallery into an environment that felt playful, modern, and participatory.

 

The campaign reframed the museum as a place for contemporary culture and creative expression. KAWS: Family became the fourth most visited exhibition in the museum’s history, with more than 40 percent of visitors under the age of 25 and a significantly more diverse audience than previous exhibitions.

 

What tied these two exhibitions together was not their subject matter, but the strategy behind them. In both cases, success came from understanding who we were inviting in and shaping the experience around what would make them feel seen, welcomed, and inspired.

 

Together, Exquisite Creatures and KAWS: Family showed how audience strategy, partnership, and storytelling could transform exhibitions into shared cultural moments and expand who a museum is for.