San Antonio Museum of Art

In partnership with The Institute for Learning Innovation (ILI), the San Antonio Museum of Art (SAMA) will develop an institution-wide interpretive plan that expands beyond providing a guide for display practices, exhibition arrangement, and educational programming opportunities. SAMA and ILI will create a document that aligns itself directly with the museum’s strategic plan and becomes an organization-wide “road map” to build, measure, target, and track the institution’s visitors. Prior to the creation of the interpretive plan, the museum and ILI will gather data using four integrated studies: 1) an audience study that will gather comprehensive data on visitors; 2) an experience study which will track visitors in the museum; 3) an outcomes study that will measure what visitors take away from their SAMA experience; and 4) a nonvisitor study which will ascertain more about those that do not visit the museum.