NMAI_AmericansAttachmentJ.9.pdf

Attachment J.9 – NMAI Visitor Information

Monthly visitor numbers since Oct. 2011

Generalized Demographics Based on visitor studies, usually of specific exhibitions, the following generalizations can be made about visitors to NMAI on the Mall:

Upwards of 80% are first-time visitors to the Museum.

Close to 90% of visitors come to the museum for a general visit rather than to see a specific exhibit.

The majority of repeat visitors live locally in the DC region.

Most visitors are non-Native.

Visitation from the U.S. is around 85-90% and international from 10-15%.

Median visit age is around 40.

Expectations of Visitors Excerpts from a study conducted in February 2008 provide some useful information about expectations and experiences of NMAI visitors. The full report can be found here: http://www.si.edu/content/opanda/docs/Rpts2008/08.07.NMAIWinterVisitors.Final.pdf.

“The survey results indicate Non-Indian visitors are coming to NMAI with considerable goodwill, interest, and positive orientation towards Indians, and varying levels of familiarity with the cultures, traditions and philosophies presented in the Museum. A major motivating force for a majority is to expand their horizons and enrich their understanding of the diverse people represented in NMAI. They have high educational levels and make a time commitment to see exhibitions and enjoy some of the museum’s commercial offerings (e.g., the Mitsitam Café). These visitors appreciate past contributions of Indian people to the global society in which we live and recognize that there are future contributions to be made. At a personal level, visitors also see their experiences in NMAI as opportunities for self-awareness, learning about themselves.

For the most part, visitors found what they were looking for in the Museum and rated their experiences very positively. Visitors saw exhibitions they anticipated (Indian history, culture) and found an increased interest in contemporary Indian life. Aside from major exhibitions, they found objects of interest and beauty, and more of them enjoyed eating in the Mitsitam Café and browsing in the shops than had anticipated these activities…Enriched understanding was the top expectation of entering visitors and the one experience that was not found as often as anticipated.”

“In comparing the results of this study of NMAI to studies of other Smithsonian museums, especially the overall ratings of the museum, this study showed that about half of the visitors have a generally satisfying experience (Excellent rating) – which is the norm at Smithsonian museums. One third are critical of the museum to some degree (Poor, Fair, or Good ratings) and one in five place the museum at the top of the scale (Superior). Assuming that the museum would like to provide an extraordinary, superior visit experience for more of its visitors, the data presented here contain clues to creating such an experience…We have already indicated the criticality of enriching understanding. This was the experience most sought after by entering visitors, and the one most strongly associated with Superior ratings. At the same time it was the one experience that was found less often than it was anticipated.”