Dallas Museum of Art

Visitor engagement is a key challenge facing museums today. The Dallas Museum of Art (DMA) – in partnership with the Denver Art Museum, Los Angeles County Museum of Art, and the Minneapolis Institute of Art – will create a more effective system for compiling and analyzing data about visitor participation to increase the efficacy of museums in responding to the emergence of participatory culture and the desire for deeper engagement and long-term relationships with visitors. The partners will each pilot a version of the DMA Friends program, develop a detailed dataset of participation, and design methods of reporting and analysis to enable each museum to evaluate the effectiveness of the program. The results of the project will be widely disseminated to benefit all museums seeking to increase participation and deepen engagement of among their visitors.