Midwest and West
In Chicago, the Museum of Science and Industry experienced a nearly 11.0% attendance decrease in 2019, after the special exhibition, “The Science Behind Pixar” in 2018. Similarly, the California Science Center in Los Angeles experienced an attendance decrease of 13.0% in 2019, the year after great success with “King Tut: Treasures of the Golden Pharaoh.”
TRENDS AND A VIEW TO 2020 The events of 2020 have brought multiple, pressing issues to the museum world, beginning with simple survival. At this writing in July 2020, many museum buildings are still closed, facing enormous economic and operational challenges. The UN cultural agency stated on International Museum Day (May 18, 2020) that nearly 90.0% of the world’s museums had closed their doors, and that close to 13.0% were in danger of never re-opening.
Economic viability and reopening
Major factors across geographies driving attendance, such as the blockbuster exhibition and social events, may not make economic sense nor be viable in the context of reopening guidelines. While some museums will continue to re-open with new protocols in place, others will still need to work through the business, staffing, and operating measures to allow them to successfully do so. The extent to which individual museums are able to remain viable during and after the pandemic will depend on a number of factors, including revenue sources, size of endowment and/or operating reserves, building facility characteristics, outdoor programming opportunities, level of COVID in the community, government support, and building ownership, among others. 82
WHILE SOME MUSEUMS ARE BEGINNING TO RE-OPEN WITH NEW PROTOCOLS IN PLACE, OTHERS CONTINUE TO WORK THROUGH THE BUSINESS, STAFFING, AND OPERATING MEASURES THAT WILL ALLOW THEM TO SUCCESSFULLY DO SO.
The tourism factor
The top museums that appear on our charts are primarily located in major destination cities, where tourism numbers were strong in 2019, and many rely on tourists for at least 50.0% of attendance. But due to the global pandemic and recession, tourism has declined significantly. During the Great Recession of 2008, museums with a resident base benefited from the staycation trend, serving as substitute products for more expensive vacations and entertainment options.
Social experiences
In 2020 however, the current pandemic raises special health concerns regarding indoor spaces. Some trends that have helped museums bring in new audiences and revenue — such as lively evening social events featuring music, food, and curated drinks; yoga meetups; food halls; immersive, in-person experiences; and Instagram moments, have been put on hold given the need for social distancing.