ATTACHMENT_C,_JFK_MEMORIAL_VISITOR_EXPERIENCE_STRATEGY.pdf

The Kennedy Center

THE JOHN F. KENNEDY CENTER FOR PERFORMING ARTS

JFK Memorial Visitor Experience Strategy

Submitted by Lord Cultural Resources Joy Bailey-Bryant jbaileybryant@lord.ca

Lord Cultural Resources is a global professional practice dedicated to creating cultural capital worldwide.

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visioning, planning and implementation.

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Table of Contents

Cover Image by Glyn Lowe. Source: Flickr

T H E J O H N F . K E N N E D Y C E N T E R F O R P E R F O R M I N G A R T S

J F K M e m o r i a l V i s i t o r E x p e r i e n c e S t r a t e g y

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1. A Living Memorial

“I am certain that after the dust of centuries has passed over our cities, we, too, will be remembered not for victories or defeats in battle or in politics, but for our contribution to the human spirit.”

John F. Kennedy

The Kennedy Center traces its origins to the Great Depression in the 1930s and a call for a National Cultural Center that would provide jobs for the country’s performers.

The idea gained interest and took shape under the Eisenhower Administration, with an architect engaged, design advanced and a board of Trustees was established.

The National Cultural Center gained further momentum under the Kennedy

Administration with the appointment of Roger L. Stevens as Chairman, the engagement of First Lady Jacqueline Kennedy as Honorary Chairman of the Center, and former First Lady Mamie Eisenhower as co-chairman.

In November of 1963, President Kennedy was assassinated. As a reflection of his deep belief that an active cultural and artistic life is an essential component to a great society, the nascent National Cultural Center was designated as the living memorial to the President. Countries from across the globe shared the loss of the

President and the belief that culture can transcend politics; they sent gifts to the

Center to join in the commemoration of his life and celebration of a shared human spirit.

Now, as part of its new strategic plan and in anticipation of its 50th Anniversary in

2021, the John F. Kennedy Center for the Performing Arts is looking to further strengthen the on-site memorial experience. The Center has engaged Lord Cultural

Resources to develop this Visitor Experience Strategy to establish a framework for a transformative experience that is rooted in an overarching “Big Idea” that all visitor touchpoints and experiences will communicate and illuminate.

H o w t o u s e t h i s r e p o r t

This Visitor Experience Strategy identifies the intellectual framework and interpretive approach for JFK Memorial activities at the Kennedy Center. The JFK Memorial Visitor

Experience incorporates and informs every interaction, physical or virtual, that the visiting public has with the Center.

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Based on the Kennedy Center’s Foundation Statements and informed by;

Visioning Workshops with senior staff, Directors of various Center programs, and a robust discussion with Kennedy Center all-staff, A presentation prepared by the consultant team to provide context and information on other memorials operating in the Washington, DC area, nationally, and internationally—as well as resident and visitor statistics for the area. That presentation is included here as Appendix B, Interviews, presentation and testing of the Big Idea with staff and key stakeholders, included here as Appendix C.

The JFK Memorial Visitor Experience Strategy builds upon this research and testing. It presents a recommendation for how to organize the “Big Idea.” It provides a filter for staff to use when evaluating which programs and events are most appropriate to further the activate the Kennedy Center as a living memorial.

The process involves three key elements:

• Foundation Statements: Developed in 2015 and the inspiration for the “Big Idea”

• The Big Idea: The concept behind the JFK Memorial Visitor Experience, organized into a workable and cohesive format

• Core Messages: Methods of engaging visitors through various activities and interaction throughout the Kennedy Center.

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2. A Visionary Plan

To guide the Kennedy Center on its path to the 50th Anniversary and beyond, a strategic plan was recently completed. The plan puts forward the institutional direction that the JFK Memorial Visitor Experience Strategy will further and serve to fulfill.

The diagram below shows the relationship of the Mission, Vision and Value

Statements to the Strategy:

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MISSION

As the nation’s performing arts center, and a living memorial to President John F.

Kennedy, we are a leader for the arts across America and around the world, reaching and connecting with artists, inspiring and educating communities. We welcome all to create, experience, learn about, and engage with the arts.

VISION

We are the nation’s beacon for the performing arts, engaging artists and audiences around the world to share, inspire, and celebrate the cultural heritage by which a great society is defined and remembered.

VALUES

Respect: Assume good intent and treat our artists, patrons, visitors, and each other the way we would like to be treated: with honesty, dignity, fairness, and openness.

Excellence: Excel in all we do through relentless focus on quality, mastery, innovation, and service, using measurements and assessments to drive continuous improvement.

Creativity: Infuse our work with exploration and discovery, embracing collaboration, innovation, change, and risk.

Inclusiveness: Throughout our organization, foster an environment of equity, inclusion, and diversity for artists, visitors, audiences, supporters, volunteers, and all employees.

Transparency: Promote open communications, sharing information as widely as possible, and encouraging feedback from all stakeholders.

Artistic Integrity: Bring passion every day to our work and stay true to our artistic purpose, honoring the achievements of the past while driving towards the future.

Learning: Engage individuals, ourselves, and communities of all ages through accessible arts learning opportunities in order to educate, activate, and celebrate

Citizen Artists.

Service: Strive to contribute and be of benefit to the public, the artistic community, and the world as we seek to enable artists to change society for the better.

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GOALS

GO AL 1 : WO RLD-CL ASS ARTS

Set the national standard of artistic achievement and innovation reflecting the diverse cultural life of the United States by commissioning, curating, producing, and presenting work that puts artists and artistic endeavor at the center of our programming, embraces creative risk, and encourages fluidity between genres and audiences.

GO AL 2 : POWERFUL EDU C ATI O N

Set the national standard for arts learning, creativity, and accessibility by providing powerful, culturally relevant experiences for all.

GO AL 3 : JFK MEMO RI AL

Inspire increased visitation to the living memorial to John F. Kennedy by creating a deeper understanding of his life, his legacy, and the performing arts, and by ensuring every visitor feels welcomed and valued.

GO AL 4 : BRAND

Develop a strong brand identity that expresses and supports our Mission, Vision, and

Values, and positions the Center as a memorial and destination as well as an extraordinary performing arts venue.

GO AL 5 : D IG I TAL PRES ENCE

Effectively utilize digital capabilities to maximize reach, engagement, and revenue and to delight artists, audiences, visitors, and patrons.

GO AL 6 : F IN ANCI AL ST R ATEG Y

Achieve long-term financial stability and flexibility.

GO AL 7 : GO VERNANCE

Strengthen the organizational capacity and effectiveness, and fully engage and leverage our Board of Trustees, affiliate groups, staff, and volunteers.

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3. The Big Idea

"The life of the arts, far from being an interruption, a distraction, in the life of a nation, is very close to the center of a nation's purpose...and is a test of the quality of a nation's civilization."

John F. Kennedy

As a living memorial, the Kennedy Center embodies the President's vision that a robust nation has a vibrant artistic, cultural, and communal life. The performances and experiences shared by thousands; the communities across the globe engaged by tours of the National Symphony Orchestra; and the artistic achievement and excellence recognized by the Kennedy Center Honors and the Mark Twain Prize for

American Humor — all work to champion President Kennedy’s legacy. Today, the

Kennedy Center is an international leader in arts presenting, performances, and education.

In 1996, the Kennedy Center revolutionized audience engagement in performing arts spaces with the Millennium Stage, providing free high quality arts performances everyday of the year, including Christmas and New Year’s Day, at 6 PM. Twenty years later, the Center is poised to fully embody its role as a living memorial and show the Washington, DC and the world what it means for a performing arts center to be fully alive—morning, noon, and night.

In any interaction with the Kennedy Center, physical or virtual, visitors will understand the Big idea that:

John F. Kennedy’s remarkable vision continues to inspire America and champion its arts and culture.

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The diagram below shows the direct relationship of the Big Idea to its articulation at the Center:

The articulation of JFK’s remarkable vision will be activated in this way:

The Kennedy Center will become the national and international destination for arts, culture, and community all day, every day.

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4. Core Messages

Rooted in the Kennedy Center’s Mission, Vision and Values, the Big Idea, “John F.

Kennedy’s remarkable vision continues to inspire America and champion its arts and culture,” strengthens the Center’s efforts to engage and excite visitors about the legacy of John F. Kennedy.

To further define the Big Idea, core messages are consistent touchpoints that visitors will take away from their experience. Core messages also provide a filter for staff when making decisions for the creation of future, and assessment of current, programs, research, exhibitions, outreach, and other activities. The core messages for the JFK Memorial Experience are;

Artists are leaders who inspire solutions to society’s challenges. The arts encourage people to envision alternative paths, and to find new ways of solving problems. Visitors to the Kennedy Center will understand that the arts and culture challenge us to think differently, challenge convention, and see a multitude of opportunities in every challenge.

Arts and culture is an essential ingredient of a vibrant democracy and a great nation. Freedom of expression is at the foundation of American democracy. At the Kennedy Center, visitors from across the globe are equipped with arts and culture as powerful communication tools that enable them to connect deeply with the human spirit.

Arts create community and transcend borders and politics. Music, laughter and dance are universal connectors. No matter their nationality, language, or politics, visitors that experience the high quality arts offerings at the Kennedy

Center will feel they are part of a global community.

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The diagram below shows the relationship of the Big Idea to the Core Messages:

The JFK Memorial Experience will communicate these core messages through every aspect of the visit. Programs, exhibitions, interactions with staff, and the physical environment will all work collectively to advance these messages.

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5. Activation Strategy

The Big Idea and the Core Messages are an organizing strategy for all thinking and development of the JFK Memorial Visitor Experience. Each program or idea must be developed and refined to stress these points, and ensure visitors can take them away from the experience. They serve as a method of evaluating proposals for programs and initiatives, and an opportunity to advance those that are most aligned. This chapter sets out a strategy to activate the Big Idea and infuse the

Kennedy Center with the energy and excitement that is fitting for a living memorial and world renowned center of artistic excellence, exploration, and education.

Though it will necessitate new thinking about programming and operations, the activation strategy for the JFK Memorial Visitor Experience Strategy depends on the

Kennedy Center doing what it does best, becoming a go-to destination for DC residents and tourists through daily high quality arts experiences reflecting JFK’s commitment to innovation.

In the context of the visitor experience, “program” refers to;

Exhibitions—both permanent and temporary

Educational activities, formal and informal

Entertainment and performing arts offerings

T h e m e s o f J F K M e m o r i a l V i s i t o r E x p e r i e n c e & E n g a g e m e n t

The Kennedy Center will offer a multitude of experiences to visitors, allowing everyone to find something that they connect with. There will be four categories for experiences at the Kennedy Center; these categories will further the living memorial’s mission and communicate the Big Idea:

Inspire and engage

Socialize and build community

Watch and participate

Experience President Kennedy

The activation strategy describes how the Kennedy Center will become the national and international destination for arts, culture, and community all day, every day.

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The following sections describe these four categories in greater detail. Kennedy

Center staff is best equipped to build off of this framework—assessing existing offerings and determining which categories they belong in, and working to design new programs to convey the Big Idea and communicate Core Messages. Examples are provided only to help communicate intent and enhance clarity.

5 .1 INSPIRE AND ENGAG E

In concert with President Kennedy’s goal to push the nation forward by fully engaging the power of arts and culture—the Kennedy

Center is already utilizing forward-thinking technology in its education programs and

Millennium Stage events.

To further inspire and engage audiences, this experience will inspire visitors to tap into their own creativity, as well as take action to solve problems, build community, and share ideas. Activities will engage visitors in participatory experiences that build confidence in artistic abilities, and inspire a deeper appreciation of the craft of performance.

Examples of this category of engagement include:

Exhibitions profiling current and former winners of the Kennedy Center Honors and the Mark Twain Prize emphasizing characteristics of their lives that will motivate others;

Furthering the exploration of the arts and innovation, collaboration with performance artists, tech initiatives such as Google Cultural Institute, and contemporary arts opportunities to help local and international citizens become more involved and acquainted with the Center;

Progressing a national agenda to better incorporate the arts into daily life, inside and outside the classroom, calling attention to arts opportunities for visitors from every country, city or state, and presenting opportunities for visitors to find their voice through the arts;

Use of spaces throughout the day to host informal discussions for local artists or arts advocates interested in working in the arts, sparking dialogue around contemporary issues from literary and philosophy viewpoints, or the global political landscape.

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5 .2 SOCIALIZE AND COMMUNITY

To illustrate the ways that arts create community and transcend borders and politics, the Kennedy Center will become a more active social space—both morning and evenings. The Center will provide opportunities for visitors to socialize with friends and family, as well as people they have just met.

These interactions will help advance President Kennedy’s belief that the arts transcend borders and form community.

Some of these opportunities might include:

Creating opportunities for residents especially families, caregivers, retirees, and seniors to engage with the Center and each other in morning and early afternoon hours, fostering community-building through the arts;

Increased amenities like outdoor food service on the roof terrace, near the waterfront and on the patio with tables and comfortable seating for guests who choose to dine outdoors;

Opportunities to invest in, interact with and take home a piece of the

Kennedy Center with branded items, such as blankets and cups for outdoor use on the plazas, and other mission-driven and tastefully developed items;

Extension of the international festivals beyond the current timeframe to focus on the intersection of arts and technology involving those active in the local and international arts scene.

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5 .3 WATCH AND P ARTIC IPATE

Visitors to the Kennedy Center will further understand President

Kennedy’s work to show that artists are leaders who inspire solutions to society’s challenges.

Examples of this category of engagement include:

Rotating interactive, fine, and performance art installations of contemporary art and historic artifacts displayed in the outdoor plaza space, lobbies, Atrium, Hall of Nations/Hall of States, and the rooftop terraces;

Incorporating activity on the publicly accessible outdoor plaza, the Kennedy

Center can encourage more foot traffic, entice first-time visitors, and offer free performance space to local underrepresented or underfunded performance groups.

5 .4 EXPERIENCE PRESIDENT KENNEDY

Visitors to the Kennedy Center will have the opportunity to get to know President John F. Kennedy and First Lady Jacqueline Kennedy who passionately believed in the power of the arts. This includes gaining an understanding of Jackie Kennedy’s influence on the arts during the Kennedy administration.

Examples of this category of engagement could be:

Permanent and changing exhibitions on the themed exhibitions, specifically relating to the

President and First Lady’s influence on the arts.

These might be through recording individual visitor, staff, and volunteer reflections of what

President and Mrs. Kennedy’s work in the arts means to them. These recordings can be used in exhibitions and especially on social media. This would include a curatorial team/specialist dedicated to the preservation and documentation of this material;

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Incorporation of quotes and speech excerpts throughout the Center, projected on walls and broadcast as ambient sound;

Comfortable seating near President Kennedy’s bust to create reflective opportunities to think about the impact that President and First Lady Kennedy had on the arts in the US and internationally;

Rotating films that feature John F. Kennedy, including documentaries, narrative, or avant-garde productions. These films could be shown in clusters in a film festival or throughout the day in specific locations.

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6. A Day at Kennedy Center 2020

This section will explore a day for a visitor experiencing the many modes of engagement at the Kennedy Center.

Kennedy Center - Daily Calendar

SAMPLE SCHEDULE POST - IMPLEMENTATION

All Day Offerings

On-site Ambassadors to Guide Your Visit & Answer Questions

Exhibitions: John F. Kennedy: Champion of American Arts & Culture American Genius: Kennedy Center Honors & Mark Twain Prize

Honorees Global Gifts: Kennedy Center Art Collection Temporary Outdoor Art Installation Experiences: Intro Film: Kennedy Center 50: A Living Memorial John F. Kennedy Bust by Robert Berks Hall of Nations & Hall of States Amazing Views of DC from Roof Top Terrace Digital Dance Lessons Food &

Beverage:

KC Café Lobby Bar Outdoor Dining

Morning

9:00 AM-12:00

PM Tour: Architecture of the Kennedy Center

Classes: Daily Dance Lesson Storytime: International Tales in International Lounges Meet-up: Artists for Activism

KC Book Club Experience: Instrument Petting Zoo Participate: Same Day Ticket Lottery!

Mid-Day

12:00 PM -

5:00 PM

Millennium Stage: Lunch-time Performance

Watch: Open Rehearsal Film: John F. Kennedy–Years of Lightning, Day of Drums (1965)

Classes: Afterschool Music & Sing Along

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Tour: Great Moments in American Performance at the Kennedy Center Behind the Scenes: Inside the Tech Booth

Learn: Meet a Musician Q & A Evening

5:00 PM -

10:00 PM

Millennium Stage: Evening Performance

Performances: Nightly Performances in KC Theaters Learn: Pre-Performance Lectures Watch: Outdoor Film Screening Classes: Roof top Salsa Lesson

DJ Academy Under the Stars Tour: The Kennedy Center Art Collection

Meet-up: Café Jazz Jam Session Late Night

10:00 PM -

1:00 AM

Post- Performance: Cocktails & Cabaret

Meet-up: DC Improv Enthusiasts

Learn: Post-Performance Q & A

Participate: Lobby Dance Party

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Appendix A: Acknowledgements

The consulting team sincerely thanks the wonderful staff at the John F. Kennedy

Center for the Performing Arts, especially Ellery Brown, Senior Vice President, Operations and Jessica Happel.

Jim Johnson, Board of Directors

Kennedy Center Senior Staff

Deborah Rutter, President

Eileen Andrews, Vice President, Public Relations

Maria Kersten, General Counsel

David Kitto, Senior Vice President, Marketing

Kathy Kruse Vice President Institutional Affairs

Robert van Leer Senior Vice President, Artistic Planning

Marie Mattson, Senior Vice President Development

Lynne Pratt Vice President Finance

Mario Rossero Senior Vice President, Education)

Nicole Weaver Vice President, Strategy and Technology

Staff

Alicia Adams, VP International Programming

Gilda Almeida, Director International

Programming

Donna Cutro, Director, Institutional

Giving

Annette Dumas, International

Programming

Jenny Flemingloss Development

Systems Manager

Christopher Furth, Production

Project Manager

Monica Holt, Senior Marketing

Manager

Jeannette McCune, Director, DC

School and Community Initiatives

Leslie Miller, Director Individual Giving

Sara Ross, Program Coordinator, International Programming

Jamie Shover, Business Intelligence

Manager

Richard Thomas Explore the Arts

Sarah Wilber, Manager, Institutional

Giving

Matthew Winer, Director, Special

Programming

Max Woodward VP for Theater

Programming

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Appendix B: Visitor Experience

Strategy Context, January 2020

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Appendix C: Visitor Experience

Strategy: The BIG Idea; April 2016

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Appendix D: Who will the Visitor

Experience Engage?

During the February Visioning Workshops, staff and key stakeholders had a clear understanding of the Kennedy Center’s existing and potential visitors. One resounding common thread became clear from the input: visitors to the Kennedy

Center can be anyone and everyone. These varied groups of visitors each bring with them unique perspectives, experiences, expectations, and points of view that help inform who will participate in programming and events at the Kennedy Center, how, and why they choose to attend. The following broad categories of visitors were shared during the February Visioning Workshop:

EXISTING VISITORS

Education Community: Educators and students both on- and off-site from educational institutions (grade school through the college and graduate levels, educators and students alike). These visitors frequent the Kennedy Center for a variety of occasions and purposes, including offsite educational programming and onsite events and performances. Scholars and academics also visit to gain perspective and conduct research. Programs like ArtsEdge, the Kennedy Center’s free digital resource for teaching, and the annual Arts Integration Conference are a draw to the arts in education communities. The educational programming for young audiences is a particular draw for grade school-aged children and young families looking to introduce their children to the arts.

Artists & Arts Advocates: These visitors include cultural workers, non-profit administrators, and arts educators. They primarily visit the Kennedy Center for its rich and robust roster of programming. Live jazz, ballet, contemporary dance, theater, symphony and chamber orchestras, festivals, and opera are only a few of the programs offered at the Kennedy Center. The Theatre Lab and other programs that help emerging artists are well-known and well-documented at the Kennedy Center.

International Visitors: The Kennedy Center is a destination for foreign dignitaries, international business and non-profit leaders, as well as international student and adult individual and tour groups. These English and non-English speaking visitors to the nation’s capital are drawn to performances, the Hall of Nations and Hall of

States, as well as other amenities including enthusiasm for John F. Kennedy.

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Ticket Buyers: This existing group of visitors are those most familiar with and/or have a history of attending the Kennedy Center’s events. These ticket buyers continue to purchase individual event tickets or seasonal subscriptions. This group takes full advantage of the many spaces and amenities available, they utilize the phone, box office, and website for sales. They are drawn by a variety of influences including, the

Center’s reputation, specific programming draw, or a positive previous visit.

Millennium Stage attendees: This 365-day a year, free venue attracts both aspiring/emerging performing artists of all ages as well as in-person arts audiences.

These visitors are drop-in and planned, local, national and international, spanning all economic and arts exposure levels. They are attracted by the variety of offerings and the completely free experience, including the free shuttle from nearby Metro stations.

JFK Enthusiasts and Jackie O Fans: As the Kennedy Center is a living memorial to JFK, many visitors are Baby Boomers who were alive during the Kennedy presidency, and have a profound respect for JFK’s dedication to the country and the performing arts. Many of these visitors also greatly admire Jacqueline Kennedy Onassis, and her overall contribution.

Award Show watchers: These visitors experience the Kennedy Center virtually by watching The Kennedy Center Honors and the Mark Twain Prize annual television specials.

POTENTIAL VISITORS

Local Audiences: The local population living in and around the Washington, DC area fully represent the changing demographics of America—diverse backgrounds including varied income, educational attainment, ethnicity, home ownership, family mix, age, and employment level. In general, the local population surrounding the

Kennedy Center is young and middle-aged professionals. Some of these professionals are single, some are coupled, and some have young children. A mix of working digital, performing, and visual artists also round out the diversity in the neighborhood.

Diverse Audiences: visitors include members of underrepresented categories, such as differently-abled, socio-economic levels, immigrant population, ethnicity, religious affiliation, and sexual orientation. The Kennedy Center has taken a step in engaging a younger and more diverse demographic by adding hip hop to The Center’s core programming, and the naming of hip hop veteran Q-Tip as The Kennedy Center's

Artistic Director for Hip-Hop Culture.

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Families: Staff would like to create opportunities for intergenerational visitors of multiple configurations to experience the Kennedy Center together. This could include older retirees spending time with their grandchildren, and young (and not so young) families with small children and teens.

Younger audiences: Young adults across the economic spectrum, millennials, college and university students, young professionals working in the area. Young leaders who are looking to connect with other members of labor and civic leadership also come to the Kennedy Center to learn, network, enjoy entertainment, and share their experiences.

Dating couples: There was a good deal of emphasis on the opportunities for the

Kennedy Center to capture young, old, and in-between, single, married, and partnering couples.

Government & Civic Leaders: The many ways in which visitors connect to the life of

JFK also includes those who work in politics and other national, state, or local government offices in Washington, DC and worldwide.

Veterans and other service people: Whether wounded, active, or having completed their duty and service in the country’s branches of the military, servicemen and women come to pay their respects to JFK, as well as enjoy the many offerings inside and outside the building.

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Appendix E: Feeling, Thinking, Sharing

Staff and key stakeholders were asked what they would like visitors to leave the Kennedy Center thinking, feeling, and sharing. The following are the responses. Similar words and phrases have been grouped with a tabulation of the number of times words were repeated.

FEELING

Inspiration 18

Inspired

Inspired (arts, performing)

Inspired by creative spirit in all people

Inspired to make a change to their lives and the lives of others

Inspiring

Welcome 11

Welcomed

Welcoming

Welcoming to All

Informative 8

Informed

Educated 4

Education

Educational

Included 7

Included in programming and memorial

Inclusive

Inclusive of All

Inclusiveness

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Excited 6

Excitement

Engaged 5

Awe 4

Awed

Awe-inspiring

Happiness 4

Happy

Knowledge 4

Knowledgeable

Connected 3

Connection to JFK/The World/The Arts

Satisfaction 3

Satisfied

Appreciate for JFK 2

Appreciation

Creative 2

Creative energy

Fun 2

Interested (like in coming back to see a show) 2

Interesting

Proud 2

Relevant 2

Surprised 2

Surprised, but in a good way

THINKING

J F K

President Kennedy’s vision and inspiration are captured, memorialized, and expressed as an ongoing challenge

That JFK was a transformative person

What JFK experienced, thought, and affected

KC prompted a deeper understanding of JFK o JFK’s perspective on the arts o Art as expression of personal experience o Quality no matter what I will see

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JFK was a champion for very important part of American culture: the arts

The role of JFK in our history

Gain a deeper understanding of JFK, of his perspective on the arts, and being engaged by reflecting upon performance experience

JFK set the stage for being more than an individual; success is collective

What is JFK’s true legacy

How would it be if he were alive today?

AR TS

That the arts are important and necessary

That our lives would be devalued without arts and culture

That no special training is necessary; everyone can enjoy the arts where they are

Who is an artist, how, and why?

How art is important in life

The role the arts play in our lives

ABO UT THE KENNEDY CE NTER

KC is an amazing place with much to offer

Lots of art forms and programs

This is a cool place

Ease of accessing the building

Wonderful space with welcoming atmosphere; lots to see and do

I want my kids to go there one day

BRO ADER I DE ALS

Why we exists and how we exist

Bigger ideas than daily life

Issues of our times or the human experience

“I’ve never thought of it that way before, and I see a new potential.”

Would like to learn more

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SHARING

ABO UT THE KENNEDY CE NTER

KC is a meaningful, fun experience

There are many performances that I think I would like to see, and others would too

Positive experience

What they did, saw, and experienced

Sharing images at the experience on social media o Selfies o Posts o Tweets o Photos enjoying their visit

Coming with flock of friends/family

Their new ideas, questions, excitement

Place for communities to meet, share, and learn

Come to the Kennedy Center again and try something new!

“You’ve gotta go there!”

o You should visit the Kennedy Center

Worth the trip; fun + informative

Sharing with family, friends, and social media the great time they had

Cool place to get coffee and socialize

# for KC bragging rights notifications

Thank KC is a great place to return to; there will be more (surprise)

Arrival experience o Some kind of welcoming strategy

Have a help desk o Helping people while they wait

Something in HOS/N in other languages

Intro to KC on shuttle o Customer service options

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Building history and people involved

Issues presented in performances

Bringing others to return

How special the visit was

A great way to spend time

J F K

Things learned about JFK’s life and legacy

EMO TIONS

What a great experience they had

Reflections

Emotions

Tweeting what they are learning