The Primary Purpose of a Visit to a Cultural Organization (DATA)

Here’s what visitors say was the primary purpose of their visit to exhibit-based and performing arts organizations – and why understanding these motivations matters for cultural leaders.

One of the best parts about meeting people who work in cultural organizations is to hear how special their work is to them. In those conversations, we often hear stories of what we call “spark moments,” those formative experiences that spurred someone’s interest in doing the work that they do. Whether it was coming face to face with dinosaur bones for the first time, hearing the...