AIM: What would you say to encourage UK independent museums to try more adventurous methods of engaging visitors?
EA: Don’t be afraid to fail. If you are going to innovate, that fear is the first thing that needs to go out the window. Ask yourself what you believe you will never be able to do in a museum, and then figure out how to do it. I often hear traditional museum professionals meet some suggestions with the phrase, “Oh, we could never do that.” Are you sure? Have you tried? At Museum Hack, we ask guides to do “beta test” tours to ensure that they are constantly innovating.
AIM: Sounds good – what’s it like running a beta test tour?
EA: It’s terrific! You call up your friends, try out some new stuff, get feedback and keep the stuff that doesn’t suck. And sometimes it all sucks. And that’s OK. The real reason to do this is to make sure that you’re always pushing yourself to try new things. And, sometimes, you strike real gold. Through my beta test tours, I’ve figured out how to get visitors excited about Rothko via attempts at synaesthesia, helped remix the audio tour experience and learned that saying “Renoir sucks at painting” too loudly can get you in some serious trouble!
AIM: Ethan, do you have any advice for persuading boards of trustees to become more engaged in the visitor experience at their museum?
EA: Have them co-lead tours. Seriously. Every staff member at Museum Hack is required to be able to give a tour, regardless of whether they are regularly asked to do so. Why? Because now they get it. Now they see what’s happening on the ground, they understand what guests want, they’ve had to intimately explore engagement techniques themselves, and are now deeply into the mission. Who knows? Maybe they’ll give you some amazing ideas!
AIM: When you visit a museum as a visitor – what do you hope and expect from your visit Ethan?
EA: When I visit a museum, I want to have a dynamic experience. I want to have transporting, magical “aha” moments (little hits of dopamine, for the scientifically-inclined), and I want to feel like I can be myself. I want to feel comfortable enough that I can ask a question, and trust that it will be answered like I’m chatting with a super-smart friend. I want to feel like it’s OK to laugh, and it’s OK to be silent. It’s OK to snap a selfie, and it’s OK to stand in awe-struck reverence. In short, I want the museum to be open to allowing me to experience it on my terms, whatever those terms may be. And I suspect that those terms are a little different for everyone.
AIM: Thanks Ethan and Museum Hack for your time, is there anything else you would like to add?
EA: Visitors respond to passion and storytelling. It’s magical how effective this can be. Well-crafted stories and interactions – with solid narrative structure, just the right amount of information, excellent humour and good energy cause real, chemical changes in the brain that make the listener feel more connected to objects, people and places. That result is what visitors want, and what museums want. I believe that the better we can become at this, the better the visitor experience will be.