“I think we did a pretty good job of controlling expenses, but the attendance was down and that hurt us. So this year we’ve adjusted some expenses, we’re redoing our marketing, packaging and promotions, and so I’m optimistic that we’ll hit or exceed the numbers.”
The museum’s attendance goal this year is 200,000 people. That’s 40,000 fewer people than what a consultant originally budgeted for the museum during a full year. The museum plans to add more volunteers in addition to marketing to help boost its numbers. It also recently lowered admission fares to attract more people to the facility.