The local audience is the central audience

As museums have slowly been reopening, their strategies are evolving to smaller and more local. While some institutions are going ahead with planning blockbuster shows, others are pivoting to more modular programming: smaller, nimbler shows devised to directly engage the communities in their immediate surroundings.


The local audience is really the central audience, says Max Hollein, director of the Metropolitan Museum of Art about Museums Without Tourists, it’s an audience that has grown up with the institution and comes to you again and again. They have a much closer connection, because they enjoy and notice constant changes within the institution.

Photo by Changqing Lu on Unsplash

Author: sabine.doolin

Strategy consultant working with the cultural sector

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