Engage Winona Study on MMAM
From June - October 2022, Engage Winona served as a partner with the Minnesota Marine Art Museum (MMAM) to help establish a baseline for future social impact measurement. Broadly, the project purpose was to measure current perceptions toward the museum among its local audience - primarily in Winona and surrounding communities. The work involved pop-up booths with creative prompts, conversations with stakeholder groups, and a survey. Engage Winona worked in partnership with the MMAM staff, who provided logistical and hands-on support. [Abbreviated text from the full Engage Winona Study]
“We heard hundreds of ideas for how the museum can address barriers to local audiences, ranging from those the museum has been doing for years to new programs the museum has just begun this year. Many people expressed their enjoyment of existing programs and offerings at the museum, and only said "we want more of this," which is a tremendous vote of confidence for the work you are already doing to make the museum a place where local residents feel a sense of belonging and connection.”
- Marcia Ratliff, Executive Director, Engage Winona
Photo credit: Bailey Tillman
Top findings
[Text from the full Engage Winona study]
Below you'll find quick takes on the most salient points of our [Engage Winona’s] analysis, with detailed summaries in the body of the report.
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(871 responses and comments) Perceptions of the museum were generally positive, and many of the people involved had heard of the museum even if they hadn't been there yet.
Key themes
The top impression from pop-up booth participants was "historic," selected 29 times.
Close behind it were inspiring, fascinating, never heard of it, welcoming, and peaceful (each selected between 25-27 times).
Most folks found the atmosphere of the museum welcoming, but were more split on its kid-friendliness and level of connection with the local community.
Likes
(377 responses and comments) There's a lot to love about MMAM, and folks highlighted the art, atmosphere, programs, and educational offerings.
Key themes
A range of comments about art, from European and American collections to modern and contemporary visiting artists. More folks highlighted the rotating collections and variety in their responses than the permanent collection.
Programming is a major draw to the museum - some folks shared that they don't know what to do with art, and programming led by friendly staff and volunteers helps them enjoy the museum more.
The museum is a great place to take out-of-town guests, and folks appreciated having MMAM in a community the size of Winona.
Barriers
(378 responses and comments) We asked about barriers that have come up in the past, including, hours, location, and cost, and invited folks to share any other reasons why they didn't visit the museum more.
Key themes
Hours, cost, and location remained top barriers, each with about 20% of participants. Folks mentioned evening hours in particular, and a desire for more low-cost family programming. Location came up most often in responses from folks living outside a 1-hour radius of Winona, but local folks mentioned it too - especially the difficulty of getting to the museum by foot or bike along Riverview Drive.
Folks felt that hours, cost, and "perception that it's not for me" would make the biggest difference if addressed.
Longtime residents who had never been to the museum cited "backyard syndrome," a feeling that they could visit anytime, so they didn't think to actually do it. Others mentioned they forgot the museum was there because of its location off the beaten path.
Some folks felt that once they'd been to the museum, they didn't have a reason to go again.
Some folks shared a perception that the museum was stuffy, and they preferred to come only when something special was going on.
Changes
(831 responses and comments) Residents had lots of ideas for new amenities, programs, and other changes to the museum that would make them want to visit more.
Key themes
There are ample opportunities for partnerships with local and regional organizations to increase interest and access, and some folks highlighted existing partnerships the museum is already working on.
Ideas for programming ranged from make-and-take classes to more frequent tours to date nights with onsite childcare. Some folks preferred age-specific programming, while others loved all-ages options such as those at Seasonal Saturday.
Folks pointed out opportunities for more physical programming elements, such as children's museum aspects or outdoor art and programming that makes the most of the museum's location on the river.
Many comments about the art included a desire to see more variety and new exhibits, and others said they missed the permanent collection and still wanted to see works by masters.
Some comments referenced accessibility measures, such as larger print and better lighting for educational signage, more seating, motorized mobility scooters, and adult size changing tables.
People enjoyed the food-and-beverage events such as Mississippi Sippin and wanted more - suggesting a cafe, chef-driven restaurant, tea room, wine bar, and cocktail lounge.
The Engage Winona study of the Minnesota Marine Art Museum was carried out by Marcia Ratliff and Mai'a Williams of Engage Winona, with support from MMAM staff and volunteers.