Exclusive Access: A Primary Benefit Among High-Value Members (DATA)

Exclusive access has experienced 12.8% growth as a primary membership benefit since 2019 – a notable finding given the generally slow observed change of these preferences over time. What’s going on here, to whom is this benefit most important, and why does it matter?

Let’s take a look at the data.

Just last month, I had the honor of keynoting the American Museum Membership Conference in Cleveland, Ohio. While we have the great pleasure of keynoting several conferences each year, this was my first time back onstage since...