Making the case for the value of museum experiences

How does one convincingly demonstrate to policy makers and the public the value of museum experiences? I begin to answer this question by asserting that the primary value museum experiences deliver to the public is enhanced personal, intellectual, social and physical well-being. Findings from an initial pilot study conducted with different types of museums from three different countries, showed that individually and collectively all generated significant well-being-related value for the vast majority of their users - enhanced well-being lasting not hours but days and weeks. However, this approach, in and of itself, does not fully answer the initial question. To truly convince policy makers requires re-framing value results in monetary terms. Pilot data showed that the median value of a museum experience was $418, with each of pilot museum generating returns on investment in the range of $10 to $30 for every $1 spent. Discussed are the implications of this approach for creating value, including the relative pros and cons of increasing value by increasing the number of visitors versus increasing the quality of experiences. Also discussed is the potential for increasing value by changing who has access to museum experiences, including particularly individuals from minority and low-income communities.