Arlington, VA—The Association of Children’s Museum (ACM), the world’s foremost professional society supporting and advocating on behalf of children’s museums, and those who work at and otherwise sustain them, is pleased to name its 2023 Board of Directors. Voted as a slate by the association’s membership, ACM first announced the Board at its annual conference, InterActivity 2023: Leveraging Our Voice, hosted April 26–28 in New Orleans.
Newly joining the ACM Board as At-Large Members for three-year terms are:
• Rongedzayi Fambasayi, Managing Director, Play Africa Johannesburg
• Gretchen Kerr, Chief Operating Officer, Children’s Museum of Denver at Marsico Campus
• Brindha Muniappan, PhD, Senior Director of the Museum Experience, Discovery Museum (Acton, MA)
• Hilary Van Alsburg, Executive Director, Children’s Museum of Tucson
• Stephen White, Esq., Chief Strategy Officer, Vice President of Partnerships and Business Development, Center of Science and Industry (COSI) (Columbus, OH)
Joe Cox, President & CEO at Museum of Discovery and Science in Fort Lauderdale, Florida, was named President Elect for the 2023–2024 term, and will serve as Board President for the 2024–2026 term.
New officers and committee chairs will join ACM President Joe Hastings of Explora Science Center and Children’s Museum in Albuquerque, New Mexico and Past President Tanya Durand of Greentrike in Tacoma, Washington. They include:
• Vice President Crystal Bowyer, President & CEO, National Children’s Museum
• Secretary Putter Bert, President & CEO, KidsQuest Children’s Museum (Bellevue, WA)
• Treasurer and Finance Chair Felipe Peña III, Executive Director, Children’s Museum of Brownsville
• Governance & Nominating Chair Tifferney White, Chief Executive Officer, Louisiana Children’s Museum
• Strategic Initiatives Chair Dené Mosier, President & CEO, Kansas Children’s Discovery Cent
“The ACM Board of Directors represents the ACM membership as leaders in the children’s museum field,” said ACM Executive Director Arthur G. Affleck, III. “The governing body will oversee the association as we implement our newly shared five-year strategic plan. We are appreciative to this important group of volunteers whose willingness to share their expertise and enthusiasm with ACM will help us better serve children, their families, and the community.”
The plan has four inter-related priorities: elevating the children’s museum community; lifting up children and families; advancing the field through advocacy, policy, and research; and strengthening the organization. All the work in every priority will be evaluated through the two overarching lenses of diversity, equity, accessibility, and inclusion (DEAI), and environmental resiliency and regeneration.
More about the ACM Board leadership:
New Board President Elect:
Joe Cox has served as the President and CEO of the Museum of Discovery and Science in Fort Lauderdale, Florida, since February 2018. Accredited by the American Alliance of Museums, the Museum connects more than 450,000 visitors to inspiring science annually. He has worked in the museum field for more than 20 years having previously served as the President of the EcoTarium Museum of Science and Nature in Worcester, Massachusetts (2012–2018) and as Founding Executive Director of the Golisano Children’s Museum of Naples, Florida (2004–2012) where he led a campaign to raise more than $25million to build the Museum. Joe has a Bachelor’s Degree in Environmental Science from St. Mary’s University in London with a focus on environmental law and paleoquaternary biogeography and completed his Masters in Museum Studies from the University of Leicester. Joe was the recipient of a Smithsonian Fellowship in Museum Practice based at the National Zoo and National Museum of Natural History in Washington, DC. He completed the Getty Museum Leadership Institute at the Getty Center in Los Angeles. Joe is past Chair of the Florida Association of Museums Foundation.
New At-Large Board Members:
Rongedzayi Fambasayi is a children’s rights lawyer who since August 2022 has been Managing Director at Play Africa Children’s Museum in Johannesburg, South Africa. He is a passionate champion of children’s rights, the power of cities to support children’s rights, including the right to play. He is also an external expert on children and climate change with the African Union’s Children’s Committee. After attending the University of Zimbabwe for undergrad, Rongedzayi obtained his Master’s in Law and finalising a PhD Law and Development both from North-West University (Noordwes-Universiteit).
Gretchen Kerr became Chief Operating Officer of Children’s Museum of Denver at Marsico Campus in July 2010 after serving as the Vice President of Development. Leading all facets of museum operations, including the museum’s DEAI initiatives, and continuing to play a key role in organizational fundraising efforts, Gretchen helped lead the museum’s $16.1 million expansion campaign in 2015. Before joining the museum, she worked for the American Cancer Society and the American Red Cross. She is a member of the Association Alliance of Museum’s 2023 Executive Committee for their Annual Meeting, serves on the Advisory Committee for the University of Colorado Leeds School of Business Customer Service Program, is a graduate of Denver Metro Chamber Leadership Foundation’s Leadership Denver. Gretchen graduated from Colorado State University with a B.S in Kinesiology.
Brindha Muniappan’s passion for science communication led her from the research bench into the field of informal science education. Since joining Discovery Museum in 2019, she has helped expand the organization’s diversity, equity, access, and inclusion initiatives to connect with more underserved and marginalized children and is committed to sharing Discovery Museum’s efforts widely. Before joining the Discovery Museum, Brindha led the Education and Public Programs team at the MIT Museum and was part of the Current Science and Technology team at the Museum of Science, Boston. Brindha earned a bachelor’s degree in environmental engineering and Ph.D. in biological engineering from MIT.
Hilary Van Alsburg became the Executive Director of the Children’s Museum of Tucson and its satellite location inside a nature park after a varied career in law and the non-profit sector in Tucson—to include experience as an entrepreneur, school teacher, and time at the University of Arizona.
Stephen White, Esq. is the Chief Strategy Officer, and serves as In-House Counsel at the Center for Science and Industry (COSI), the number one science center in the nation by USA Today. During his career, he founded the theory of Servant Learning as an engagement strategy to help bridge the “COVID Canyon” education gap with the philosophy to inspire others to dream more, do more, and become more. In his role at COSI, he is oversees the development of optimizing the entrepreneurial business model for the organization, building new models of impactful education programming, creating and implementing a global strategy for public partnerships at the city, state, and federal levels, and leading the execution of COSI’s Strategic Plan. As a first generation student, Mr. White earned three degrees, all from The Ohio State University, including his B.A. in English and Political Science, J.D. from the OSU Moritz College of Law, and his M.A. in Public Policy and Management from the OSU John Glenn College of Public Affairs, and extended his learning at the Harvard Graduate School of Education. He currently serves as an adjunct professor at the OSU Moritz College of Law covering nonprofit law and leadership, as well as several state and federal boards including as Co-Chair of the International Space Station Subcommittee on Education.
A complete list of the ACM Board of Directors can be found on the ACM website.
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Update 2.4.2025—As ACM enters year three of our five-year strategic plan, we find ourselves at an important juncture. We are taking time to reflect on the progress we’ve made but also to assess the effectiveness of our strategies and adjust our approach where needed. ACM is evaluating all our projects and initiatives, responding to the needs of the field, and working to uplift children and families as well as the organization.
ACM’s strategic plan continues to serve as a roadmap that provides clarity and framework. We implement our work through partnership and dialogue with our members and other stakeholders to ensure equitable and inclusive processes and effective outcomes.
We are satisfied that our approach to DEI is practical and lawful. For us, it is framework focused on creating an inclusive and equitable environment where all individuals of all backgrounds feel valued, respected, and have equal opportunities to thrive. (Read More)
Arlington, Va.—The Association of Children’s Museum (ACM), the world’s foremost professional society supporting and advocating on behalf of children’s museums, and those who work at and otherwise sustain them, is pleased to announce its new five-year (2023-2028) strategic plan. Approved unanimously by the association’s board of directors, the plan was developed with a robust background review of ACM, informed by ACM community engagement, and guided by international arts and culture consulting firm, Lord Cultural Resources.
With the new plan comes revised mission and vision statements to better encapsulate ACM’s new strategic directions and to articulate the aspirational priorities, goals and objectives of the organization.
Mission: We champion children’s museums and together enrich the lives of children worldwide.
Vision: A world that prioritizes the rights of all children to playful learning and a healthy, safe, and equitable future.
“The importance of children’s museums for our communities cannot be understated,” emphasizes ACM Board President and Executive Director of Explora (Albuquerque, NM), Joe Hastings. “The ACM strategic plan creates a roadmap for implementation of new directions and priorities and for highlighting the impact of children’s museums worldwide. The intentional addition of a priority focused on supporting children and families is meant to emphasize ACM’s commitment to strengthening community.”
At its core, ACM’s strategic plan for its future has four inter-related priorities:
1 – Elevating the children’s museum community.
2 – Lifting up children and families.
3 – Advancing the field through advocacy, policy, and research.
4 – Strengthening the organization.
All the work in every priority will be evaluated through the two overarching lenses of diversity, equity, accessibility, and inclusion (DEAI), and environmental resiliency and regeneration.
“Revisiting and re-envisioning ACM’s strategic direction is integral to ensuring that our values align with the current and future needs of the field and our intention to do more to lift up children and families.” shares Arthur G, Affleck, III, Executive Director of ACM. “Now more than ever do children and families need quality and dependable places to experience hands-on, interactive, and playful learning experiences and exhibits to further their growth, development, and well-being. By sharing this strategic plan, ACM reaffirms our commitment to supporting the children’s museum field and the children and families that we support together.”
The association’s professional staff now turns to phase three of the plan: implementation, where ACM staff will further develop these priorities with actionable tasks. This includes strategic actions aimed to provide more resources, professional development, networking opportunities, and meaningful benefits to ACM members, as well as meaningful and intentional partnerships and collaborations—domestic and international.
ACM plans to share more about this important work at its annual conference InterActivity 2023: Leveraging Our Voice hosted by the Louisiana Children’s Museum in New Orleans, April 26-28.
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This post originally was published by Knology. Access the article here: Museum Virtual Programming after COVID-19 – Knology
Children’s museums responded to the COVID-19 shutdowns of 2020 and 2021 by developing new forms of programming, delivered through virtual platforms. At the pandemic’s outset, the Association of Children’s Museums (ACM) launched “Children’s Museums at Home,” a website providing families with links to virtual programs created by ACM member museums. Following up on this, individual children’s museums developed a number of other virtual strategies. They live-streamed, produced podcasts and YouTube videos, developed online games and contests, and distributed digital newsletters.
Initially, these different forms of virtual programming were envisioned as temporary adjustments—as necessary adaptations to a short-term crisis. Yet moving online taught children’s museums that the use of digital technologies and virtual spaces could have long-term benefits. In particular, they offered a way to reach new audiences—including those historically lacking access to children’s museums. With the resumption of in-person activities, many are asking what aspects of these virtual services should be retained. How much virtual programming do audiences want? How much potential is there for reaching new audiences with this programming? How might this be managed given children’s museums’ limited budgets? And how would these efforts relate to in-person programming?
In 2021, as more and more children’s museums migrated to online spaces, Knology and ACM began gathering data on all aspects of digital content creation. In addition to this, we held a workshop for children’s museum leadership to discuss the strengths, weaknesses, opportunities, and threats of continued virtual programming in a post-COVID world. Concurrently, Rockman et. al. conducted survey research to learn about parents’ and caregivers’ experiences with and preferences for different types of virtual programming, and to determine how much demand for this there would be after children’s museums resumed in-person operations.
In 2022, the ACM Trends Reports team documented both the benefits and challenges associated with continued virtual programming efforts. These reports indicate that both children’s museum leaders and patrons want virtual programming to outlive the COVID-19 pandemic. The challenge for leaders is now to make future investments that support community needs, and reach new audiences without adversely impacting children’s museums’ capacities.
To support the field, ACM, Knology’s Trends team, and Rockman et. al. received funding from the Institute for Museum and Library Services (IMLS) to pursue “Post-Pandemic Virtual Experiences with Children’s Museums: Responding to Family, Educator, and Museum’s Needs and Expectations.” We’re calling it the Museum’s Virtual Programming project, for short (MVP).
MVP aims to provide children’s museums with actionable data that can help them decide whether and how virtual programming might best meet the needs of the communities they serve. The project will also explore how ACM can create opportunities for asset sharing and development tools to optimize virtual programming for children’s museums of all sizes—along with their community partners.
This three-year project will assess the virtual programming assets and needs of the children’s museum community by working, first and foremost, with the ACM membership, and by speaking with families, parents, caregivers, and local educators across the country to help build recommendations that can align with the scale and operations of children’s museums of all sizes. In Fall 2022, our team will be developing baseline instruments and criteria for a cohort of ten ACM member museums who will work with their audiences and community partners to facilitate data collection. This data collection will begin in Spring 2023, and will be led by Rockman et al. Concurrent with this, ACM and Knology will begin diving deeper into ACM member museum’s virtual programming offerings.
As with all ACM, Knology, and Rockman et al initiatives, the team will center its work in principles of equity. Although the shift to online programming has not been as easy for those living in marginalized communities, that does not discount the value of online for all. Together, the team will consult with children’s museum member families, early childhood educators, and those who lack access to children’s museums or live in traditionally underserved communities.
Together, we believe that a collaborative approach can create a path to better meet the needs of those audiences who have historically not been able to access children’s museums, and to help all institutions within this field extend their reach and services.
To review the fifth volume of ACM Trends Reports, please click here.
| This post was originally published as ACM Trends Report 6.1, the first report in the sixth volume of ACM Trends Reports, produced in partnership between ACM and Knology. |
Members are the lifeblood of many children’s museums. They are loyal patrons who trust museums to provide playful learning opportunities for their children, often complementing trips to the zoo or aquarium. But when children “age out,” families may turn to other cultural institutions and start to reconsider the value of their membership. Understanding value seekers’ calculations can help children’s museums cultivate trust through transparency.
In this Trends report, we look at what membership pricing and attendance data can tell us about children’s museums. We focus on what museums might want to think about when attempting to stabilize their membership base, and on how to forge trusting relationships with prospective members.
National data related to membership pricing has been of particular interest to the ACM leadership community in recent years, especially as it relates to post-pandemic operations. Prompted by a specific request from an ACM member, this report contributes to these ongoing discussions. We used data from the Spring 2022 targeted ACM member survey and collected additional information from member museum websites. We developed a dataset from 90 children’s museums to see if there were differences in membership costs between small, medium, and large museums. We also compared admission prices across these categories and calculated a “pay less” point—that is, the number of times a family of four would need to visit in order to make the
purchase of an annual membership a cost-saving act.
Our analysis yielded two main findings. First, even though admission prices and membership costs are highest for large museums, the number of single visits needed by a family of four to “pay less” is lower for these museums than it is for their small and medium-sized counterparts. Second, we confirmed that admission prices and membership costs tend to rise in parallel, which means that even though base admission prices may be determined based on local cost of living concerns, ACM members can still compare their rates to other children’s museums, Taken together, these findings can help children’s museums determine how to align pricing decisions with the needs and interests of value-seeking visitors—that is, those who purchase memberships based on a calculation of savings.
In Spring 2022, the ACM Trends Team circulated a survey to ACM member institutions requesting data on attendance, admission prices, membership costs, and other operations. After supplementing this data with information gleaned from member websites in August 2022, we assembled a dataset of 90 museums (30 of each size). We summarize the data in Table 1 below.
Table 1 compares admission and membership prices for a family of four at small, medium, and large museums. Admission prices are based on the general admission price for adults and children. When prices for adults and children were different, a family of four was calculated with two adults and two children.
We calculated these figures for a two-adult, two-child family on account of current US Census data (which shows that the average US family contains 3.13 people), and because this aligns with demographic research showing that a plurality of mothers in the US today report having two children (Pew Research Center, 2015).
The bottom row in Table 1 presents the average number of times a family of four would need to pay admission before achieving cost-savings through a membership purchase. The fourth column illustrates the mean cost across all size categories—which is an appropriate way to calculate averages in a dataset like this one, as it contains few outliers.
Clearly, the larger the museum, the higher the membership and admission costs for a family of four. Nevertheless, the number of visits needed for a valueseeker to “pay less” for multiple visits through a membership is lower (2.62) for large museums than for their small (3.88) and medium-sized (3.52) counterparts.
Figure 1 presents data from the bottom row of Table 1 as a “box and whiskers” plot. To create this, we “normalized” pricing data to show membership costs (for a family of four) as a multiple of admission costs for each children’s museum. The “box” part of the plot illustrates the middle half of the data (in other words, where 15 of the 30 museums in each size category sit), while the “whiskers” indicate those museums where prices are higher or lower than their peers.
When a museum stands alone compared to others, the box and whiskers plot expresses this with dots, considered outliers. When multiple museums lie in the same range, this is indicated by a line placed above the box. The line in the middle of the box illustrates the median, or the exact middle of all of the data in that category. We can see from those lines that medium-sized and small museums tend to be near one another. To see how many visits a family of four would need to make before generating savings through the purchase of a membership, look at the Y-axis, which plots the ratio of membership costs to visit price. This data can be used as a foundation for making decisions about membership pricing, especially in connection with data on premiums.
We also collected data on additional benefits provided with museum memberships—for example, discounts for rentals or birthday parties (n = 60), member-only events (n = 53), and reciprocal admission to other ACM (n = 24) or ASTC (n = 13) member institutions. Most museums offer these in some form; 8 out of 10 small museums, 9 out of 10 medium-sized museums, and all large museums indicated additional membership benefits. The total number of additional benefits did not appear to be related to a higher value of memberships.
One benefit, however, did have a significant effect on “trips to match cost.” Offering a discount on space rentals, after accounting for museum size, was related to higher membership costs. Though some have suggested that early access or discounts on summer camps are perceived as an incentive for families who can afford summer camp experiences, our analysis did not provide any evidence that the benefit is related to higher or lower membership prices.
We also looked at a subset of the data from fifty-one museums (1 small, 15 medium-sized, 20 large, and 3 yet to be classified) who responded to the Spring 2022 ACM member survey and provided information on annual attendance and member attendance from FY2016 to FY2021. Looking at the data, we can determine historical trends in museum attendance, and also calculate the proportion of overall attendance consisting of museum members.
Prior to the pandemic, in FY2016 through FY2019, the median number of memberships purchased per year for these museums was between 2200 and 3000. In FY2020 and FY2021, this value dropped to 968 & 1188 memberships purchased, respectively. Along with this decline, the proportion of overall visitors who were
museum members decreased roughly 6% in 2021 for these museums. While these museums are just a portion of the overall ACM field, the decline likely reflects the impact of the pandemic across the sector.
People purchase museum memberships for different reasons. These purchases provide a reason for frequent visits—which not only benefits children but can also help museum leaders advocate for children’s access to the healthy spaces of learning and discovery children’s museums provide. For some, a membership is a valueseeking purchase, one made through a consideration of future costs, benefits, and savings. Value-seekers become members because they want museum-going to be a regular part of their children’s lives. These pricing data tell us that museums anticipate four visits a year by their value-seeking members, setting prices that justify at least four or more visits in a membership year.
For others, purchasing a membership may not be driven by monetary concerns. They may simply want to invest in an institution that is doing good work, or to support a local institution that is good for children. Some individuals may purchase memberships to build social capital, because they want to support an organization whose values they identify with, and because they want their membership to reflect something about who they are. They may also become members because they want to encourage their grandchildren, nephews, nieces, or other relatives to visit them, or because they want to provide gifts to families with children. These “affinity members” may also care less about free admission than about membership perks, premiums, or about symbolic value—for example, discounts on birthdays or group tours, reciprocal admission at other ACM member museums or other cultural institutions, access to priority registration, exclusive programs, or behind-the-scenes content.
In other words, value is a complex, multidimensional thing. When thinking about those who see the primary value of a museum as its price, children’s museum leaders can also consider how decisions related to pricing might impact the perceived trustworthiness of their institutions. As ACM Trends #5.3 discussed, in order to cultivate public trust, museums need to demonstrate competence, reliability, sincerity, integrity, and benevolence. During the height of the pandemic, many museums demonstrated benevolence through refunds or by pro-rating existing memberships. At present, some museums are considering increased fees to recoup pandemic-related monetary losses. Doing so may risk the trust built through the pandemic, especially as cost-of-living increases may make more members value-seekers.
Data for this report was collected through: (1) an online survey distributed by ACM in April 2022; (2) a review of ACM member institutions’ websites. This dataset contains information from 90 current ACM member museums.
Our analysis used the size categories developed in ACM Trends Reports #1.1 and #1.7. We use these categories because institutional size predicts a range of outcomes for children’s museums. We note that museums offer many types of reduced priced tickets or free admission, and some unique premiums that were not used in this analysis.
Voiklis, J. (2022). Key Concepts: Trust. ACM Trends 5(3). Livingston, G. (2015). “Childlessness Falls, Family Size Grows Among Highly Education Women.” Pew Research Center.
US Census Bureau (2021). America’s Families and Living Arrangements. Retrieved from: [https://www.statista.com/statistics/183657/average-sizeof-
a-family-in-the-us/]
This project was made possible in part by the Institute of Museum and Library Services. The views, findings, conclusions or recommendations expressed in this publication do not necessarily represent those of the Institute of Museum and Library Services.
The Associations of Children’s Museums (ACM) champions children’s museums worldwide. Follow ACM on Twitter, Facebook, and Instagram. Knology produces practical social science for a better world. Follow Knology on Twitter.
ARLINGTON, VA (November 3, 2022) – The Association of Children’s Museum (ACM) and the Institute of Museum and Library Services (IMLS) are pleased to announce that the Museums for All initiative has reached a milestone of 1,000 participating museums. An initiative IMLS, a federal agency based in Washington, DC, and administered by ACM, Museums for All is a national, branded access program that encourages individuals of all backgrounds to visit museums regularly and build lifelong learning experiences and museum going habits.
Through Museums for All, those receiving food assistance (SNAP benefits) can gain free or reduced admission to now more than 1,000 museums representing all 50 states, the District of Columbia, and the U.S. Virgin Islands, simply by presenting their SNAP EBT (Supplemental Nutrition Assistance Program Electronic Benefit Transfer) card. Since the launch of the initiative in 2014, more than five million visitors have utilized the program benefits.
“The experience of visiting a museum leaves a lasting impact especially on young people,” reflects Arthur Affleck, III, Executive Director for ACM. “At ACM, we are proud to serve children and their families by connecting them with enriching experiences. That is why we are particularly proud of our work connecting museums of all types to underserved communities through Museums for All. Participating museums report that the initiative has improved their institutions for the better, making them more inclusive and accessible.”
With a year-round open-door policy, Museums for All invites visitors facing economic challenges to feel welcome at cultural institutions. It is open to participation by any type of museum — including art, history, natural history/anthropology, and general museums, children’s museums, science centers, planetariums, nature centers, historic houses/sites, zoos, aquariums, botanical gardens, and arboretums.
“Museums for All is the remarkable success story of creating an affordable and welcoming program for all American families to enter the world of imagination, fun, and knowledge represented by America’s extraordinary museum world,” said IMLS Director Crosby Kemper. “The 1,000 members represent millions of American children and their parents.”
Museums for All is the only nationally coordinated financial accessibility program in the museum field, providing an easy-to-implement structure and the ability for participating museums to customize their implementation. Find a participating museum near you or browse our full list of participating museums.
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About the Institute of Museum and Library Services (IMLS)
The Institute of Museum and Library Services is the primary source of federal support for the nation’s libraries and museums. We advance, support, and empower America’s museums, libraries, and related organizations through grantmaking, research, and policy development. IMLS envisions a nation where individuals and communities have access to museums and libraries to learn from and be inspired by the trusted information, ideas, and stories they contain about our diverse natural and cultural heritage. To learn more, visit www.imls.gov and follow us on Facebook and Twitter.
About Association of Children’s Museums (ACM)
The Association of Children’s Museums (ACM) champions children’s museums worldwide. With nearly 500 members in 50 states and 19 countries, ACM leverages the collective knowledge of children’s museums through convening, sharing, and dissemination. Learn more at www.childrensmuseums.org.
