Exploring Qualities of Engaging Community Programs for Vizcaya Museum and Gardens
Client: Vizcaya Museum and Gardens | Location: Miami, FL
We explored visitors’ perceptions of Vizcaya Museum and Gardens and its community programs to inform future planning and development.
OVERVIEW
In 2023, we partnered with Vizcaya Museum and Gardens to explore its community program offerings—both current and future. The research included the perspectives of participants in current community programs as well as the perspectives of infrequent visitors who had not yet participated in community programs. The goal of our research was to help Vizcaya plan and develop future community programs that align with the needs of their audiences.
APPROACH
We designed a two-part study:
Current program participants: We observed 5 Vizcaya community programs for context and conducted 10- to 15-minute interviews with participants at each program to explore their perceptions and experiences of the program they chose to attend.
Past program participants: We facilitated 2, 90-minute remote focus groups with 23 past program participants to explore their perceptions of Vizcaya, its current offerings, and future community program ideas.
CLIENT TAKEAWAYS
We found that Vizcaya possesses distinct qualities that they can leverage to increase interest and engagement in their current and future community program offerings. For instance, Vizcaya’s unique setting and environment transports visitors to another time and place and gives them access to beautiful gardens and landscapes that they find refreshing and restorative. Participants also are drawn to and engaged by Vizcaya programs and program ideas that allow them to spend time with others (including friends and family) around a shared interest and experience. And, they appreciate hands-on activities with a goal or purpose, such as those that encourage problem-solving, skill-building, or creating something (e.g., scavenger hunts, games, dance lessons, art activations).
Vizcaya staff also discovered more about how timing and life circumstances influence their audiences’ interest in current and future program offerings. For instance, most participants were interested in art programs but those with children did not think they had the flexibility to attend such programs, especially if designed as a series of classes or workshops. And, young adult professionals pointed out that different days of the week work well for some and not for others depending on what industry they work in.