1. SCALE
Participation at
Leveraging incentive and gamification
to promote museum engagement
Robert Stein
Dallas Museum of Art
@rjstein

2. PARTICIPATION

3. PARTICIPATION

4. PARTICIPATION

5. PARTICIPATION

6. PARTICIPATION

7. PARTICIPATION

8. PARTICIPATION?

10. - The Largest Art Museum in the Region

11. - The Largest Art Museum in the Region
- 110 Years Old

12. - The Largest Art Museum in the Region
- 110 Years Old
- Supported by the City of Dallas

13. - The Largest Art Museum in the Region
- 110 Years Old
- Supported by the City of Dallas
- NOT a Tourist Destination

14. DALLAS MUSEUM OF ART

15. The 2010 U.S. census reports that only 14.5% of US
Adults visited museums in the prior 12 months
(Census, 2012).
DALLAS MUSEUM OF ART

16. The 2010 U.S. census reports that only 14.5% of US
Adults visited museums in the prior 12 months
(Census, 2012).
8%Dallas = 6.5M People - 500k Annual Attendance
DALLAS MUSEUM OF ART

17. FREE ADMISSION
General Admission = $600k (2.7%)

18. FREE MEMBERSHIP
Members < $100 = $600k (2.7%)

19. ARE WE 5% MORE COMPELLING?

20. DALLAS MUSEUM OF ART
HOW CAN MUSEUMS
PROMOTE ENGAGEMENT?

21. HOW CAN MUSEUMS
PROMOTE ENGAGEMENT?

22. HOW CAN MUSEUMS
PROMOTE ENGAGEMENT?

23. GETTING BEYOND
ANECDOTAL EVIDENCE

24. HOW DO YOU MEASURE
WHAT YOU CAN’T SEE?
Flickr Credit
~liquoredonlife

25. ENCOURAGING VISITORS
TO SELF-REPORT

26. METRICS
WE CARE
ABOUT

27. METRICS
WE CARE
ABOUT
1. Repeat visits

28. METRICS
WE CARE
ABOUT
1. Repeat visits
2. Diverse participation

29. METRICS
WE CARE
ABOUT
1. Repeat visits
2. Diverse participation
3. Increased affinity

30. METRICS
WE CARE
ABOUT
1. Repeat visits
2. Diverse participation
3. Increased affinity
4. Ability to motivate action

31. Provide a menu for novice visitors
CREATING A MENU
OF EXPERIENCES

32. Promoting participation
and engagement with art

34. DALLAS MUSEUM OF ART

35. DALLAS MUSEUM OF ART

36. DALLAS MUSEUM OF ART

37. DALLAS MUSEUM OF ART

38. DALLAS MUSEUM OF ART

39. DALLAS MUSEUM OF ART

40. DALLAS MUSEUM OF ART

41. DALLAS MUSEUM OF ART

42. DALLAS MUSEUM OF ART

43. LAUNCH DAY - 1/21/2013

44. LAUNCH DAY - 1/21/2013

45. LAUNCH DAY - 1/21/2013

46. and engagement with art
DOES IT
WORK?

47. and engagement with art

48. and engagement with art

49. and engagement with art

50. and engagement with art

51. and engagement with art

52. and engagement with art

53. and engagement with art

54. and engagement with art

55. and engagement with art
Bobby

56. and engagement with art
Bobby

57. and engagement with art
WHAT’S
NEXT?

58. THANK YOU!
@rjstein
DALLAS MUSEUM OF ART