Cultural heritage institutions routinely attempt to find “creative” solutions to lure new audiences, with a pronounced thrust towards attracting younger visitors. Precious resources are going into these ideas that in our opinion, will not solve the problem of attracting more supporters and may be doing more harm than good.
Many institutions are making extra effort to entice people who normally are not interested in what these places have to offer. At best, this is a detriment to the solid interpretation on which they should be focused. At worst, it reduces historic sites to venues for temporary entertainment with little or no connection to their real mission. For a one-time bump in attendance, these institutions might be sacrificing the forming of meaningful connections with a smaller but ultimately more supportive audience. Sometimes historic attractions are better off making a commitment to serving their core supporters, even if the numbers are not as large as they would like. Consistent supporters, both in terms of attendance and financial contributions, should always be our primary focus in interpretation. Outreach that does not form connections that help institutions better achieve their primary mission is in the long run of little value.
JMB/CPW