PPB July 2021

Market Snapshot Throughout the pandemic, many public libraries, museums and other community venues transformed into vaccination sites. At the American Museum of Natural History in New York City, for example, visitors could get their vaccine beneath the museum’s famous blue whale model. As a gesture of appreciation, the museum also granted guests free admission to the museum’s galleries. While the need for community centers to serve as vaccination sites will fluctuate depending on local demand, many cultural hubs will maintain pandemic-related adjustments. This may mean libraries forgoing crowded indoor story hours for more outdoor programming, and art galleries and museums expanding their virtual tours. Promotional products distributors can work with cultural institutions to spread awareness about their updated community offerings. The Nation’s Most-Visited Museums Here’s where museum-goers visited most often in 2019 (the most recent year data was available): • The Metropolitan Museum of Art: 6.7 million annual visitors • American Museum of Natural History: 5 million annual visitors • National Museum of Natural History: 4.2 million annual visitors • National Gallery of Art: 4 million annual visitors • National Air and Space Museum: 3.2 million annual visitors • National Museum of American History: 2.8 million annual visitors • California Science Center: 2.2 million annual visitors • National Museum of African American History and Culture: 2 million annual visitors • Smithsonian American Art Museum: 2 million annual visitors • The Museum of Modern Art: 1.9 million annual visitors Sources: AECOM and Themed Entertainment Association Most Americans (97 percent) believe that museums are educational assets for their communities, according to American Alliance of Museums, and 89 percent believe that museums contribute valuable economic benefits to their community. Public libraries are also beloved community destinations. Before the pandemic, U.S. adults went to their local public library more often than they went to live sports events or the movies. According to Gallup, adults went to the library an average of 10.5 times in 2019, compared to an average of five visits to the movies and live sports events. Adults in low-income households are the most likely to visit public libraries, likely due to services such as free Wi-Fi, movie rentals and children’s activities. As cultural institutions re-open and roll out more activities, exhibits and programming, people are increasingly eager to start enjoying them again. About 60 percent of people say the pandemic will have little impact on how they interact with art, according to a poll by Artnet News. A May Ipsos poll indicates more good news, revealing that many Americans are feeling more confident about interacting with others and re-engaging in society. For example, more than half of Americans (54 percent) said they had gone out to eat, 59 percent say they had visited friends or relatives, and 31 percent reported they had already made summer vacation plans. Through creative promotional campaigns, places like public libraries, concert halls and museums can attract new audiences and re-engage with long-time supporters. Whether used to increase foot traffic at local arts fairs or boost engagement in library programs, promotional products can play an important role in connecting cultural institutions to the communities that love them. | JULY 2021 | 43 GROW