Museums and Millennials: Engaging the Coveted Patron Generation

Museums and Millennials: Engaging the Coveted Patron Generation

by Jaclyn Spainhour


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Is your museum struggling to entice and engage a millennial audience?
In Museums and Millennials author Jackie Spainhour offers a new and innovative approach to attracting and retaining the interest of millennial patrons through an easy-to-implement and practical self-assessment based on the success (and failures!) of other museum programs.
This book will help you start the process of reinventing your approach to this engaging generation by:
·Reimagining the millennial generatio, beginning with debunking myths about their wants, needs, and spending power.
·Giving museum professionals a place to begin their quest- through the lens of the acronym “A.U.R.A.”
·Checking your museum’s “A.U.R.A.” (Affordability, Uniqueness, Relevance, and Accessibility) to ensure the programming you are currently offering this generation meets their standards and aligns with your mission.
·Using your findings to create new programs and campaigns geared towards getting millennials inside your doors and keeping them there long-term.
·Offering program examples from museums of various sizes and scopes throughout the nation geared towards a millennial audience, with explanations of why some programs were more successful than others.
·Providing tips and tricks for reaching millennials where they are and on a small budget.
·Helping museum professionals begin the process of giving millennials a voice in museum programs designed for them.
·Suggesting a path towards success that begins with the millennial generation taking on roles as patrons, members, volunteers, donors, board representatives, part-time workers, and in senior management.
Millennials want to be your partners in preservation. They want their voices heard and prefer a hands-on approach to their programming. The highlighted program examples in this work will help you reimagine how your facility is viewed by millennials, what practical changes can be made to persuade them to patronize your facility, and discuss how to create bonds which will last past the individual programs they attend and into the foreseeable future.
Museums and Millennials features strategies used by museums of various backgrounds and budgets, advice from respected and data-driven consultants in the field, and offers action-oriented solutions to audience engagement issues. Let this book inspire you to try, or try again, to engage this coveted generation.

Product Details

ISBN-13: 9781538118580
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 09/30/2019
Series: American Association for State and Local History Series
Pages: 138
Sales rank: 554,320
Product dimensions: 5.98(w) x 9.02(h) x 0.30(d)

About the Author

Jaclyn Spainhour is a proud millennial and the Director of the Hunter House Victorian Museum in Norfolk, Virginia. A graduate of Old Dominion University, Jaclyn spent time as an adjunct instructor of history at both her alma mater and Tidewater Community College. She serves on the Board of Directors of the Victorian Society in America as the Chair of its Book Awards Committee and the copy editor of the society’s journal 19th Century. Jaclyn was chosen by the Virginia Association of Museums as a Leadership and Advocacy Fellow for 2019, wherein she will develop a webinar focused on the relationship between autism spectrum disorder and inclusivity in the museum world. Her first publication Gilded Age Norfolk, Virginia: Tidewater Wealth, Industry, and Propriety was published in 2015 and serves as a local history text highlighting the importance of the Hunter House Victorian Museum in the local historical landscape.

Table of Contents

Chapter 1. Why Millennials
Who are Millennials (and who are they not)?
Literature Overview: Reaching Millennials
Why Invest in Millennials?
Types of Millennial Audiences
How This Book Will Help You Reach Them
Chapter 2. “A”- Affordability
Millennial Income: What the Data Reveals
Value, Cost, and Millennial Spending Habits
Millennial Views on “The Cost of Admission”
Designing Affordable Programming for the Facility
Practical Applications
Chapter 3. “U”- Uniqueness
What Makes Programming Unique?
Why Millennials Value Innovation
Real-Life Inventive Museum Programs
Practical Applications
Chapter 4. “R”- Relevance
Defining Relevance for a Millennial Audience
Staying on Mission
Practical Applications
Chapter 5. “A”- Accessibility
Defining Accessibility
Accessibility and Millennial Expectations
Practical Applications
Chapter 6. Looking Ahead
Millennials and Museums: Current Relationship
Millennials and Museums: Areas for Improvement
Millennials and Museums: An Ideal Future
About the Author

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