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## Attracting More Visitors: The Modern Challenge for Museums
Melissa Chiu’s Tenure at Hirshhorn Museum
When Melissa Chiu assumed her role as director at the Hirshhorn Museum and Sculpture Garden a decade ago, she recognized the building’s futuristic design and its proximity to the prominent neighbor, the Air and Space Museum. With a chuckle, she commented that some guests may have confused the two institutions, but she didn’t rely on this potential mix-up to enhance museum attendance.
This week, Chiu will attend the Art for Tomorrow conference in Venice with artist and writer John Akomfrah. Their topic revolves around how artists and museums can converge to approach social, political, and ecological problems.
An Increased Attendance since 2014
The numbers of visitors flocking to the Hirshhorn has seen a significant uplift since 2014. The museum noted a 50% visitor increase in 2018 and 2019 compared to the 552,000 guests from 2014. Even as the world endures a post-pandemic phase, which has seen a general downturn in museum visits, the attendance at Hirshhorn remains buoyant.
Addressing the Challenge of Attracting More Visitors
With shifting tourism patterns, wavering interest among younger people, and evolving regional demographics, museums across the country are grappling with boosting attendance. Many have resorted to featuring emerging and sometimes less established artists, catering more to local communities, and introducing tech enhancements to lure nontraditional visitors.
Fostering Radical Accessibility
As Chiu sat in her office surrounded by dynamic art pieces, she emphasized her guiding principle of “radical accessibility.” She posed the question, “How do we welcome everyone?” Focusing on radical accessibility is crucial to fulfilling the national mission of the museum, she explained.
Hirshhorn Museum’s 50th Anniversary
2024 marks the 50th anniversary of the Hirshhorn Museum, which was founded as the nation’s modern and contemporary art museum in 1974. The institution owes its existence to the generous donation of roughly 6,000 art pieces from collector Joseph H. Hirshhorn.
Adapting to Attract More Visitors
Despite providing free public access, attracting a consistent stream of visitors to the museum has its challenges considering the multitude of free options available on the National Mall. Chiu attributes the significant increase in museum visitors to the 2017 exhibition “Yayoi Kusama: Infinity Mirrors,” a social media sensation that skyrocketed the museum’s attendance to a record high.
Engagement with Exhibitions
Chiu and her team have made significant strides in engaging visitors with the exhibits once they’ve entered the museum. The innovative Hirshhorn Eye, a mobile video guide featuring artists discussing their works, stands as a chief testament to their efforts.
Future plans for the Hirshhorn
On Chiu’s future plans for Hirshhorn is a $68 million overhaul of the outdoor sculpture garden. This renovation, overseen by Japanese artist Hiroshi Sugimoto and projected to complete by 2026, will feature 50% more artwork from the collection and triple the seating capacity without expanding the garden’s footprint. The museum entrance will also be reoriented to face the Mall.
The Challenge of Attracting Visitors
While Chiu and her team grapple with enticing a huge potential audience to visit their free museum, the San Francisco Museum of Modern Art (SFMOMA) faces a contrasting challenge. SFMOMA’s downtown location and the $30 adult admission fee have reported a setback in visitor numbers.
“Radical Hospitality”: Chiu and Bedford’s Shared Approach
SFMOMA reported a decrease in visitor numbers from roughly 900,000 in 2019 to around 600,000 in 2023. Its director, Christopher Bedford, advocates for an approach similar to Chiu’s “radical accessibility,” which he calls “radical hospitality.”
Bringing People Back to SFMOMA
Bedford plans to attract the masses back to SFMOMA with populist programming, including the current music-themed show, “Art of Noise,” and a sports-related exhibition, “Get in the Game,” slated for this fall.
Hirshhorn Plans for More Accessibility
Regardless of esteemed art collections or innovative programming, Chiu recognizes that visitors’ needs, like adequate bathroom facilities, are paramount to their museum experience. This feedback will be taken into account in future building renovations. Chiu acknowledges that changes to a museum’s accessibility are a long-term endeavor, often stretching over seven to ten years.
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