Marketing or Curating: Which Is More Important for Museums?

It's a trick question. Museums need them both in equal measure. Here's why this perceptual showdown jeopardizes success.

Engaging audiences both onsite and offsite is absolutely critical to an organization’s viability because these aspects of engagement make an even more important imperative possible: Carrying out your organization’s mission.

At IMPACTS Experience, we have the great pleasure of working directly with board members and executive leadership within cultural organizations throughout the world. In the United States, it is not uncommon to encounter tension between the relative importance of curation and the “onsite experience” and marketing and...