Source: Stltoday

Staff at the St. Louis Art Museum was recently given permission to propose building a database of frequent museum visitors and people who don’t visit in order to attract a higher number of young and more diverse visitors.

Museum director, Brent Benjamin, said this new effort will cost an estimated $150,000 and will delve deeper into more scientific research.

Through polling and focus groups, the museum will develop a better understanding of its position within the St. Louis community as well as the kind of experience people have when they visit.

Based on previous research, the museum attracts almost 500,000 visitors every year. About 32% of those visitors are between ages 18-34, and adult visitors with children represent about 21%.

Read full story at: Stltoday

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St. Louis Art Museum Wants to Use Database to Increase Audience