Over the past twenty years, a number of museums and historical institutions have closed, downsized, or transferred their collections because of declining attendance, rising operating costs, and changing patterns of public engagement. Institutions such as the California Historical Society in San Francisco ended more than 150 years of operation in 2024, transferring its collections to Stanford University, while smaller museums, including the Nelson Museum in England and the 1940 Air Terminal Museum in Houston, shut their doors after struggling financially.
Even long-established organizations have reduced programs or temporarily closed facilities due to funding shortfalls. These losses highlight the challenges faced by museums, archives, and historical societies in maintaining buildings, preserving collections, and attracting new audiences in an increasingly digital world. As a result, many institutions have turned to online exhibits, social media, and digital preservation efforts to continue sharing history beyond their physical walls.
It’s funny how things work. Museums and historic sites are created to preserve landmark works for the public to view and enjoy. However, with declining government and corporate financial support, the burden of keeping museums open largely falls on those who run them and those who ultimately decide to visit and support them. The alarm is going off—attendance is down, and funding is drying up. Museums and historic sites are closing.
Take a look at New Jersey, for example. One site posted 24 public museums in the state (I think there are more). Add 35 state-owned historic sites, hundreds of local sites, historical societies, and local historical venues, and you’re in deep competition for a family’s free time (and money). Seriously, how many times will you drag the kids to see the Concrete Ship off the coast of Cape May? My wife and kids still complain about it!
Many museums and historic venues are figuring it out and changing their operating models to engage their visitors better. Getting someone to a museum once is challenging enough. Getting someone to come back 15 times is another story. Sound impossible? It’s not that difficult for those who have learned how to serve the public and their communities better.
Yes, museums should be considered in the public domain. They are getting someone to visit a historic house once, and that’s great. But you better figure out how to get them back. Its creative approaches are changing the dynamic. Let’s consider a few newer approaches. Whether it’s a “Night at the Museum stayover for kids, haunted tales in October (Ghost stories sell), Octoberfests, or barbeques, museum curators and non-profits need to understand that they are going to have to develop a marketing plan if they’re going to survive. You’re competing just like any other business for attention. An essential site is important. Sure, essentials are necessary. However, you must also have stories and activities that engage the visitor.
It’s really simple—adapt or die has been the rallying cry of many small local museums, historic sites, and nonprofit organizations facing declining audiences. The Center for the Future of Museums continues to be a great source of information on the changing dynamics museums need to embrace to survive and even grow. People are tired of “standing behind the rope” and looking at something from afar. People today want to be engaged.
Problem Fixing
Organizations and curators have taken several approaches to bring more people through the door. Partnerships, for one, certainly help. Nothing is stopping you from reaching out to other non-profits to help each other’s causes. You do one event this month; they do one the next. Sharing mailing lists and broadening your audience’s appeal can help. Just look at the Please Touch Museum in Philadelphia. What a great idea.
Business partnerships are also key. For example, heritage tourism is big business. Just look at Pennsylvania and Virginia. And their state governments pay big bucks to get you to spend your money there. And it’s working. New Jersey has a lot to learn, given that it is recognized as the “Cockpit of the American Revolution.” Filling a place with antiques and expecting people to return won’t work anymore. A multi-faceted approach must consider factors such as age, gender, economic situation, and tourism. There’s a reason churches started hosting bingo nights and 50/50s. Share with your business community, Chamber of Commerce, and local groups or organizations!
It’s interesting to see those museums and historic sites driving change and embracing it to draw crowds. Take the Newark Museum, for example. American Doll Weekend at the Newark Museum was a great idea. Dolls and Sundaes -yes, they created a program for parents to bring their daughters to the museum with their dolls for an ice cream social and throw in a bit of history as well. A big success! Sometimes, you must “get out of the box to think out of the box.” So don’t be surprised if you find free wifi and a Starbucks kiosk in a “Washington Slept Here” house. Or, better yet, bars inside museums have become a new trend (Matisse and Martinis was a great success). Showing movies, etc, are evolving.
Museums and Sites Should Try Leveraging Technology
Technology is also entering the museum space. Things like “cell phone tours” are becoming popular with guests. It’s a low-cost, easily adaptable capability that informs and educates audiences who have become reliant on phones and high-tech devices. Look at the boom with “Facebook” and other social media presentations. Take a look at the Music Museum of the 21st Century.
There are many ways to partner your ideas to incorporate a broader audience. Get your organization together and start thinking of new ways to tell your stories. If you don’t embrace the change, the public might pass you by, and then what will you do? Whatever it takes to get your message out. You’re part of the community! Act like it. Get out there and get them in!
Have a new idea or approach to share?
Post in the comments section below
Time to change people.
