Cleveland’s typical museum-goers are people between the ages of 55 and 75 years old. In an effort to expand their audience and attract more young people, the museum’s director Aaron Petersal developed the MIX project. The project is distinguished by a renewed ambiance: visitors are invited to have a cocktail amongst coloured spotlights and dance to music provided by a DJ or live band. Since the project’s initiation, visitors under the age of 34 have increased from 24 to 31%, reports Petersal. Will museums become musicalized ?
Article : http://www.crainscleveland.com/article/20160319/NEWS/160319802/the-cleveland-museum-of-art-is-using-events-to-reach-new-audiences
Author : Lydia Coutrée
Source : Crain’s Cleveland Business
