Museum’s Multi-Audience Challenge

By June Ramli

Sydney, May 30: The Griffin Museum of Science and Industry, a cornerstone of Chicago’s cultural and educational landscape, continuously strives to cater to a diverse array of audiences.
In an exclusive interview with DailyStraits.com, Anne Rashford, VP of Government Affairs and Chief Business Development Officer, sheds light on the complexities and strategies behind the museum’s operations. She answers the nitty-gritty of running a museum in this interview.

Q: Can you tell us about the biggest challenges you face in the business operations of the Griffin Museum of Science and Industry?

A: We are often looking at how to best serve the needs of multiple audiences with multiple needs–students and teachers, Chicago residents and communities, civic organizations and partners, stakeholders, and tourists. Creating experiences, exhibits, and programs that meet the needs of all of these different groups requires time, money, and resources. Balancing these needs while maintaining the Museum’s business operations requires strategy, planning, and dedication.

Q: How does the Museum balance educational goals with the need to be financially sustainable?

A: The Museum is dedicated to building bridges between youth and science, both inside and outside the classroom. Our education initiatives help children achieve their full potential in science by improving the quality of science teaching in schools, connecting science to children wherever they are, and showcasing diversity in STEM fields. We are able to support these efforts through generous sponsorships, donations, and corporate partnerships, admission, and earned revenue efforts.

Q: What strategies do you employ to attract new visitors and retain existing ones?

A: We are constantly looking to build new audiences by bringing in temporary exhibitions that appeal to new visitors, expanding our marketing and communications outreach, focusing on tourist visitors, and building community partnerships outside the museum’s walls. We are dedicated to building relationships with these new visitors and build in key touchpoints via email, social media, and other communications channels to keep them informed and engaged with museum activities. In addition, we have a robust membership program that encourages repeat visits and special discounts and perks.

Q: How do you approach the development and curation of exhibits from a business perspective?

A: We are always looking at ways to best engage our audiences with new, interesting, and interactive experiences. We are continuing to evolve our current exhibitions and spaces to meet the needs of current and future audiences. We do this through a balance of support from donors, sponsors, and partners, and developing exhibitions that will draw large audiences and expand our revenue-driving offerings.

Q: What makes the Museum of Science and Industry a must-visit destination for tourists in Chicago?

A: Griffin MSI is the largest science museum in the Western Hemisphere dedicated to inspiring the inventive genius in everyone with uniquely interactive experiences. The museum truly brings science to life for guests of all ages through award-winning exhibits featuring Tornados to Tesla coils, ancient boats to futuristic ‘bots; there’s something for everyone.

Q: Can you highlight some of the unique exhibits or experiences that visitors can expect?

A: The museum is home to the only captured German sub in the U.S. as part of our dramatic exhibit, the U-505 Submarine. This amazing indoor exhibition showcases the story of the ship’s capture and explores the technology and living conditions aboard the vessel. With multiple interactive units, archival media, videos narrated by Bill Kurtis, and nearly 200 artifacts, the U-505 Submarine exhibit is a treasure trove of history as well as a National Historic Landmark. Through a specialized tour, visitors can also board the U-505 submarine. From the cramped quarters to the feel of battle, it’s an interactive walk through a piece of history.
Since 1933, the Coal Mine exhibit has taken guests down into a mineshaft, along the rails, and through the walls of a true-to-life coal mine. Guests can step onto the hoist and ride down into a “working” coal mine and experience an engaging tour of mining methods and machinery throughout the years.

Q: What are some recent or upcoming exhibits that visitors should look out for?

A: We have recently opened several new exhibitions, both temporary and permanent. Our featured temporary exhibition, 007Science: Inventing the World of James Bond focuses on the science and technology behind the James Bond film series through iconic cars, interactives, gadgets, and props.
Our recently renovated Henry Crown Space Center presents the latest in space exploration and what it has taught us about our universe. A new addition to the space features the SpaceX Dragon Spacecraft, a flight-proven vehicle that played a pivotal role in two missions, CRS-12 (2017) and CRS-17 (2019), delivering cargo and scientific experiments to the International Space Station.
The brand-new Notes to Neurons exhibit utilizes immersive audio, gesture, and movement recognition, and other interactive technologies to actively engage you on a journey to discover the power of music in our lives and its ability to connect us to one another.

Q: Can you describe any special events or programs that are particularly popular with visitors?

A: Since 1942 the Museum has hosted a beloved annual holiday celebration. Featuring a four-story, floor-to-dome Grand Tree, surrounded by a forest of more than 50 trees and displays decorated by volunteers to represent the holiday traditions from cultures around the globe.