"Anyone can do that!" Increasing Attendance at Chicago's Museum of Contemporary Art Using Falk's Interactive Experience Model
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Authors
Field, Adrienne S.
Issue Date
2002
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
The primary focus of this study was to determine why people do not attend the
Museum of Contemporary Art and how the lack of attendance reflects on their liking of
contemporary art. Research was conducted in Chicago at the Museum of Contemporary
Art during the summer of 2002. Data was gathered through observations of visitors and
interviews with guests, staff members, and contemporary art experts. Observations and
interviews were conducted during regular museum hours as well as during special
promotional events. Data was also collected from marketing material the MCA presents
to entice visitors to attend the museum. Research was supplemented by obtaining
detailed accounts from focus groups. These focus groups were organized by an
independent consulting firm to determine what the MCA can do to improve attendance
figures. Findings from focus groups and my research indicate that the MCA's audience is
unhappy about their museum experience.
To determine why contemporary art museums are less popular than traditional
historical art museums, a sample of visitors supports the claim that visitors expect a high
quality experience from the MCA. The results assembled connect to Falk's Interactive
Experience Model of how museums should present exhibitions to the public.
Suggestions are then made, based on Falk's Model, for what the Museum of
Contemporary Art can do to increase its attendance and make the museum more popular
in Chicago.
Description
viii, 76 p.
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License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder. All rights reserved.