22nd Annual

Visitor StudiesAssociationConferenceProgram

For What It’s Worth: Wrestling with Relevance, Public Value, and Impact

July 21 - 25, 2009St. Louis, Missouri

We’re AboutVisitors

St. Louis photography provided courtesy of: The Campbell House Museum, Felix Vallé House State Historic Site, Jefferson National Expansion Memorial, TheMagic House, Missouri Botanical Garden, Missouri Historical Society, The Pulitzer Foundation for the Arts, Saint Louis Art Museum, Saint Louis Science Centerand the Saint Louis Zoo

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Dear Colleagues and Friends:

Welcome to St. Louis and the 2009 VSA conference!

This year’s theme – For What It’s Worth: Wrestling withRelevance, Public Value, and Impact – is sure to sparkintriguing insights, engaging conversations, and interestingdiscoveries. The challenge for many practitioners andresearchers alike is in how to show and share what we knowour organizations mean to communities, how the experienceswe create relate to visitor needs, and how a program or anexhibit can bring about a change. Demonstrating relevance,public value, and impact in museums and informal learningenvironments is a pressing reality. Wrestling with these issues — really digging in, discussing, and defining them – is what this conference is all about.

We are confident that the conference will provide you withmany opportunities to learn, share, and grow. There are anarray of dynamic panels, papers, posters, and roundtables.

Conference sessions reflect a wide range of strategies andmethods for defining and measuring public value.

• How do you determine public value? • Who determines public value? • How can you define relevancy in communities? • What are the internal and external perspectives

that shape our understanding and measurementof “value”?

• What does having an impact really mean and how can we assess it?

We hope the backdrop of the Gateway City provides the chanceto catch up with old friends and meet new colleagues. Enjoy thechance to network with some of the most forward-thinkingprofessionals in the field today.

Enjoy the conference amidst our fine Midwest hospitality. Have fun exploring vibrant St. Louis!

Elee Wood Kelly LidinskyProgram Co-Chair Program Co-Chair

2009 Conference Team

Susan Foutz, Abstracts EditorElisa Israel, Local Host Committee ChairJulie I. Johnson, VP, Professional DevelopmentCheryl Kessler, Workshops ChairJudith Larsen, Conference Committee ChairKelly Lidinsky, Program Co-ChairCaren Oberg, Marketplace CoordinatorJessica Sickler, Incoming Conference Committee ChairKathleen Tinworth, Awards Subcommittee ChairRobert “Mac” West, Resource Development ChairElee Wood, Program Co-ChairRandy C. Roberts, VSA Association Manager

Local Host Committee

Elisa Israel, Chair, Saint Louis Science CenterHalcyone Brown, Saint Louis Science CenterLisa Harper Chang, The Pulitzer Foundation for the ArtsCarolyn Daniel, The Magic HouseSpruce Fraser, St. Louis Public LibraryKarla Frye, Missouri Department of Natural ResourcesTami Goldman, Missouri History MuseumAndrew Hahn, The Campbell House MuseumJenny Heim, Saint Louis Science CenterDelecia Huitt, Missouri Department of Natural ResourcesLeslie Mitchell Jackson, Missouri Botanical GardenLouis Lankford, University of Missouri – St. LouisBob Moore, Jefferson National Expansion MemorialAmy Niedbalski, Saint Louis ZooJoe Polman, University of Missouri – St. LouisStephanie Recht, Saint Louis Art MuseumJan Simons, Missouri Botanical GardenCarey Tisdal, Tisdal ConsultingStaci Willis, Saint Louis Science Center

2009 Session Proposal Reviewers

Swarupa AnilaStephen BitgoodMinda BorunKerry Carlin-MorganChristine CastleLisa Harper ChangRita DeedrickCathleen DonnellySusan FoutzTodd GiesekeEllen GiustiJoshua GutwillJoe HarberJoe HeimlichBarbara HenryBeth A. Twiss HoutingJudith LarsenKiersten Latham

Wendy MeluchKen MorrisMichelle NicholsHeather NielsenKathryn OwenChris ParsonsPhyllis RabineauMelissa SchreckJessica SicklerMatt SikoraErin StaffordJill SteinMartin StorksdieckMaryJane TaylorGeralyn WarfieldKarol Allison WickensLinda WilsonVictor Yocco

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Conference Schedule at a GlanceMonday, July 204:00 – 7:00 p.m. Registration Open

Tuesday, July 218:00 – 11:00 a.m. Registration Open

4:30 – 7:30 p.m. Registration Open

9:00 a.m. – 4:00 p.m. Pre-Conference Workshops

Wednesday, July 228:00 a.m. – 5:00 p.m. Registration Open

8:30 a.m. – 4:30 p.m. VSA Board of Trustees MeetingMills Studio Three

9:00 a.m. – 4:00 p.m. Pre-Conference Workshops

9:00 – 11:00 a.m. Pre-Conference Walking TourMeet at 4th Street Entrance

6:00 – 10:00 p.m. Welcome to St. Louis Opening Event(ticket required)Buses depart from 4th Street Entranceat 5:30 p.m.

Thursday, July 238:00 a.m. – 3:00 p.m. Registration Open

8:00 – 9:00 a.m. Members and New AttendeesCoffee TalkGrand Ballroom G & H

9:00 – 11:00 a.m. Welcoming Remarks and Keynote PanelGrand Ballroom G & H

11:00 a.m. – 4:30 p.m. Marketplace of Ideas, Products, and Services

Posters on DisplayGrand Ballroom A & B

11:00 – 11:20 a.m. Coffee BreakGrand Ballroom Foyer

11:20 a.m. – 12:35 p.m. Concurrent Sessions – OneGrand Ballrooms G & H, F, Mills Studios 1, 2, 3

12:35 – 2:00 p.m. Lunch on your own

2:00 – 3:00 p.m. Concurrent Sessions – TwoGrand Ballrooms G & H, F, Mills Studios 1, 2, 3

3:00 – 3:30 p.m. Coffee BreakGrand Ballroom Foyer

3:00 – 4:30 p.m. Marketplace of Ideas, Productsand Services continues

Poster SessionGrand Ballroom A & B

7:00 – 10:00 p.m. Come Play Like a Kid at The MagicHouse (ticket required)Buses depart from 4th Street Entranceat 6:30 p.m.

Friday, July 248:00 a.m. – 12:00 p.m. Registration Open

8:30 – 9:00 a.m. President’s Address and VSABusiness MeetingGrand Ballroom G & H

9:00 – 10:00 a.m. Keynote PresentationGrand Ballroom G & H

10:00 – 10:30 a.m. Coffee BreakGrand Ballroom G & H

10:30 a.m. – 12:00 p.m. Concurrent Sessions – ThreeGrand Ballrooms G & H, F, Mills Studios 1, 2, 3

12:30 – 2:00 p.m. April Award LuncheonGrand Ballroom A & B

2:15 – 3:30 p.m. Concurrent Sessions – FourGrand Ballrooms G & H, F, Mills Studios 1, 2, 3

3:30 – 3:50 p.m. Coffee BreakGrand Ballroom Foyer

3:50 – 4:50 p.m. Concurrent Sessions – FiveGrand Ballrooms G & H, F, Mills Studios 1, 2, 3

4:45 – 6:00 p.m. Open House at The Old Courthouse(No ticket required)

6:00 – 9:00 p.m. Grand Evening of Art and Music(ticket required)Buses depart from the OldCourthouse at 5:45 p.m.

Saturday, July 259:00 – 9:30 a.m. Coffee Break

Grand Ballroom Foyer

9:30 – 11:00 a.m. Concurrent Sessions – SixGrand Ballrooms A, B, F, G

11:30 a.m. – 12:45 p.m. Closing LuncheonPark View Room

1:00 – 10:00 p.m. Post-Conference TripBus departs from 4th Street Entranceat 1:00 p.m.

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What you need to know …REGISTRATION AND INFORMATION DESKCheck in at the registration desk, located at the Grand Coatroom, for conferencematerials, badges, tickets, information,and your 2009 tote bag. Learn more about the sites of St. Louis from localhosts who will be on hand to steer you inthe right direction.

Registration Desk Hours:

Monday, July 20, 4:00 – 7:00 p.m.

Tuesday, July 21, 8:00 – 11:00 a.m. and 4:30 – 7:30 p.m.

Wednesday, July 22, 8:00 a.m. – 5:00 p.m.

Thursday, July 23, 8:00 a.m. – 3:00 p.m.

ABSTRACTSIn keeping with the “green” movement, the2009 Abstracts publication is available thisyear in an electronic format only, not as aprinted handout. Visitwww.visitorstudies.org and click on theConference page to view or download a PDFof the abstracts. The abstracts provideoverviews of all poster, panel, and papersessions presented at the conference.

EXPLORING ST. LOUISThe institutions listed below will offerdiscounts to conference delegatesJuly 20-26 (must show conference namebadge). Because St. Louis is fortunate tohave several museums that are alreadyfree to the public, the discounts offered todelegates vary by institution. Please refer tothe separate insert for details on availablediscounts and for updates to this list.

• Campbell House Museum

• Chatillon-DeMenil Mansion

• Eugene Field House and Saint LouisToy Museum

• Jefferson National Expansion Memorial(Gateway Arch & Old Courthouse)

• The Magic House – St. Louis’ Children’s Museum

• Missouri Botanical Garden

• Missouri History Museum

• Saint Louis Art Museum

• Saint Louis Science Center

• Saint Louis Zoo

• Scott Joplin State Historic Site

For information on getting around St. Louisvia MetroLink, St. Louis’ light rail system,go to www.metrostlouis.org.

Another fun thing to experience is St. Louis’annual summer festival, Live on the Levee.This popular event, which draws largecrowds, happens every Friday and Saturdayevening in July. River levels permitting,you’ll find live musical performances –both local and national names, foodstands, and a fantastic fireworks display onLeonor K. Sullivan Blvd., along theMississippi River, under the Arch. If crowdsaren’t your thing, the conference hotel isideally situated to provide you with a greatview of the fireworks, which typically beginaround 9:15 p.m. If you are attending theFriday evening event at The PulitzerFoundation for the Arts, the buses arescheduled to return from the event in timefor the fireworks. Please check at thehospitality table or with the hotel conciergefor updated information on the festival,including the lineup of musical performers.

CONFERENCE EVENTSTickets are required for the following eventsunless otherwise noted. (Tickets ARE NOTAVAILABLE ON-SITE; however a ticketexchange board will be located in theregistration area. If you have an extra ticketor are looking for one, please check theticket exchange board). Please check eventdescription for bus departure information.

EVENING EVENTSWelcome to St. Louis!Wednesday, July 22, 6:00 – 10:00 p.m.FREE with full conference registration,advance registration is required.Buses depart from the 4th Street Entranceof the Hyatt Regency at 5:30 p.m.

Come Play Like a Kid at The Magic House!Thursday, July 23, 7:00 – 10:00 p.m.$45Buses depart from the 4th Street Entranceof the Hyatt Regency at 6:30 p.m.

Open House at the Old CourthouseFriday, July 24, 4:45 – 6:00 p.m. FREE to all conference attendees!The Old Courthouse is across the streetfrom the Hyatt; look for the green dome!Buses will depart from the Old Court Houseat 5:45 p.m., for those attending A GrandEvening of Art and Music.

A Grand Evening of Art and MusicFriday, July 24, 6:00 – 9:00 p.m.$30Buses depart from the Old Courthouse,adjacent to the Hyatt Regency, at 5:45 p.m.

MEMBER BREAKFAST3rd Annual Membership and New Attendees Coffee TalkThursday, July 23, 8:00 – 9:00 a.m., FREE,Advance registration is not required forthis event.Grand Ballroom G & HNew conference attendees, members, andprospective members welcome.

LUNCHEONS13th Annual April Award LuncheonFriday, July 24, 12:30 – 2:00 p.m. $40Grand Ballroom A & B

Closing LuncheonSaturday, July 25, 11:30 a.m. – 12:45 p.m.FREE, advance registration is required Park View Room

MARKETPLACE OF IDEAS,PRODUCTS, AND SERVICESThursday, July 23 Open 11:00 a.m. – 4:30 p.m. Meet poster presenters and sponsors3:00 – 4:30 p.m.

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Pre-Conference WorkshopsTuesday, July 21 and Wednesday, July 22

Tuesday, July 21Full Day Workshops, 9:00 a.m. – 4:00 p.m.

Audience-Based Inquiry throughFocus Groups and NaturalisticMethodsMissouri Botanical Garden, 4344 Shaw Blvd.

Elee Wood, Assistant Professor of MuseumStudies and Teacher Education and PublicScholar of Museums, Families andLearning, IUPUI School of Education

Measuring AttitudeSt. Louis Public Library, downtown branch,1301 Olive Street

Joe E. Heimlich, Associate Professor andExtension Specialist OSU Extension@COSI

Steve Yalowitz, Senior Research Associate,Institute for Learning Innovation

Tuesday, July 21Half Day Workshops, 9:00 a.m. – 12:00 p.m.

Beyond Counting Hits: Strategiesfor Evaluating WebsitesKemper Museum of Art, WashingtonUniversity, corner of Skinker and Forsyth Blvds.

Jennifer Borland, Associate, Rockman, et al

Saul Rockman, President, Rockman, et al

Monnette Fung, Rockman, et al

Participatory Evaluation: UsingInteractive Techniques to InvolveStakeholders in the EvaluationProcessMissouri History Museum, 5700 Lindell Blvd.(in Forest Park)

Amy Grack Nelson, Evaluation & ResearchAssistant, Science Museum of Minnesota

Robby Callahan Schreiber, Youth ProgramManager, Kitty Andersen Youth ScienceCenter, Science Museum of Minnesota

Insights from the World of MarketResearch Part I: Segmentation,Value, and Brand Saint Louis Art Museum, One Fine ArtsDrive (in Forest Park)

Linda Wilson, Director, Audience Researchand Evaluation, John G. Shedd Aquarium

Kelly Lidinsky, Manager, Audience Researchand Evaluation, John G. Shedd Aquarium

Tuesday, July 21Half Day Workshop, 1:00 – 4:00 p.m.

Insights from the World of MarketResearch Part II: CustomerSatisfaction, BehavioralEconomics, and Web 2.0Saint Louis Art Museum, One Fine ArtsDrive (in Forest Park)

Linda Wilson, Director, Audience Researchand Evaluation, John G. Shedd Aquarium

Kelly Lidinsky, Manager, Audience Researchand Evaluation, John G. Shedd Aquarium

Half Day Workshop, 1:30 – 4:30 p.m.

(Note: this workshop begins and ends laterto accommodate travel time)

Understanding Public Value: ATask for Evaluators ANDPractitionersHyatt Regency Hotel, Mills Studio One

Mary Ellen Munley, Principal, MEM andAssociates

Randy Roberts, Senior Associate, MEM andAssociates; VSA Association Manager

Wednesday, July 22Full Day Workshops, 9:00 a.m. – 4:00 p.m.

Taking Control of YourQuantitative DataOld Courthouse, 11 N. 4th St.

Steve Yalowitz, Senior Research Associate,Institute for Learning Innovation

Claudia Figueiredo, Research Associate,Institute for Learning Innovation

How to Conduct EffectivePrototype Testing withMechanical InteractivesSaint Louis Zoo, One Government Drive (in Forest Park)

Sofie Davis, Audience Researcher, ScienceMuseum, London

Visitor Studies 101: EvaluatingImpactMissouri Botanical Garden, 4344 Shaw Blvd.

Ellen Giusti, Visitor Studies Consultant

Wednesday, July 22Half Day Workshop, 9:00 a.m. – 12:00 p.m.

Assessing Learning in Real-Time:Videotaping Visitors in Museums,Part ISaint Louis Zoo, One Government Drive (in Forest Park)

Joshua P. Gutwill, Acting Director of VisitorResearch, Exploratorium

Adam Klinger, Evaluation Design Specialist,Exploratorium

Wednesday, July 22Half Day Workshops, 1:00 – 4:00 pm

Assessing Learning in Real-Time:Videotaping Visitors in Museums,Part IISaint Louis Zoo, One Government Drive (in Forest Park)

Joshua P. Gutwill, Acting Director of VisitorResearch, Exploratorium

Adam Klinger, Evaluation Design Specialist,Exploratorium

Getting PublishedSaint Louis Art Museum, One Fine ArtsDrive (in Forest Park)

Jan Packer, Senior Research Fellow, Schoolof Tourism, University of Queensland

Roy Ballantyne, Professor, Head of Schoolof Tourism, University of Queensland

Registration is required (Fee: Full Day Workshop – $125 Member, $155 non-Member; Half Day Workshop – $65 Member, $80 non-Member).Registration may be available on-site pending space availability. Please check at the Registration Desk for more information.

Attendees are responsible for transportation to and from workshop locations. Please check for transportation information, including thoseseeking shared taxi rides, at the Registration Desk.

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Pre-Conference ScheduleWednesday, July 22

9:00 – 11:00 a.m.

Pre-Conference Walking Tour ofDowntown St. LouisFREE, pre-registration required

Explore St. Louis’ history and architecture!See the world’s first true skyscraper, thesite of the transfer of the Upper LouisianaPurchase, the world-famous Eads Bridge,the location where the Lewis and ClarkExpedition ended, and other amazing siteson a special walking tour conducted byNational Park Service historian Bob Moore.A scholar of both St. Louis history andarchitecture, Dr. Moore will lead anexploration of historic buildings that arecurrently standing and a discussion of thelocation of past structures. The tour willend in historic Laclede’s Landing wherethere are a variety of lunch options. The

group may choose to eat together or youcan have lunch on your own. Please bring abottle of water with you. Meet at the 4thStreet Entrance of the Hyatt Regency.

6:00 – 10:00 p.m.

Welcome to St. Louis!FREE with full conference registration. Pre-registration is required. Evening includesdinner, entertainment, and transportation. Cash bar will be available.

Come to the Saint Louis Science Center for a warm welcome to the city and to our 2009VSA conference! Begin with appetizers and a cash bar in the main galleries where you cantake a spin on a Segway, watch a live science demonstration, and don a lab coat andgoggles to conduct an experiment in the new, interactive Life Science Lab. A buffet dinnerwill be served under the stars in the James S. McDonnell Planetarium. Begin to ponder theconference theme during a star show featuring the vocal talents of local singer CharlesGlenn. Following the opening program, enjoy dessert and dancing to music provided by alocal DJ. Buses depart at 5:30 p.m. from the 4th Street Entrance of the Hyatt.

Event hosted by the Saint Louis Science Center. Dinner co-sponsored by the Institute forLearning Innovation and Informal Learning Experiences. Transportation sponsored bythe Missouri Department of Natural Resources.

Welcoming Remarks and Keynote Panel: “Perspectives on MeasuringValue, Engagement, and Impact”Grand Ballroom G & HSponsored by The Museum Group

This year’s opening keynote sessionfeatures a moderated paneldiscussion of varying perspectiveson measuring value and impact inarts, humanities, and sciences.Drawing from a unique set ofbackgrounds and many years ofleadership experience, panelistswill examine different frameworkson metrics, discuss the practical realities of research and evaluation on impactwithin their organizations, and showcase the many varieties of public engagementthat demonstrate their institution’s commitment to visitors. Panelists include: Maxwell L. Anderson, The Melvin & Bren Simon Director and CEO of the IndianapolisMuseum of Art; Emily Zimmern, President and CEO, Levine Museum of the New South;and Beverly Sheppard, President of the Institute for Learning Innovation. Moderating thepanel is Elee Wood, VSA 2009 conference program co-chair, and Public Scholar ofMuseums, Families and Learning, and Assistant Professor of Museum Studies andEducation at Indiana University-Purdue University Indianapolis (IUPUI).

Maxwell L. Emily BeverlyAnderson Zimmern Sheppard

9:00 – 11:00 a.m.Thursday, July 23

8:00 – 9:00 a.m.

3rd Annual Membership and NewAttendees Coffee TalkGrand Ballroom G & HSponsored by Julie I. Johnson

VSA’s Membership Committee invites newattendees, members, and prospectivemembers for coffee and conversation! Thisis an opportunity to meet other members,network with colleagues, see what VSAmembership is all about, and share yourideas about how VSA might better serveyour needs. Hope to see you there! Don’tmiss this opportunity to see old and new friends.

Conference Schedule

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11:00 – 11:20 a.m.Coffee BreakGrand Ballroom A & BSponsored by Jeff Kennedy Associates, Inc.

11:00 a.m. – 4:30 p.m.

Marketplace of Ideas, Products,and ServicesGrand Ballroom A & BCo-sponsored by Science Museum ofMinnesota and Columbus Area Visitor andAudience Studies Community of Practice

Poster Session (Meet Poster Presenters 3:00 – 4:30 p.m.)Co-sponsored by ERA andTPT/Twin Cities Public Television

11:20 a.m. – 12:35 p.m.Concurrent Sessions – OneSponsored by Wells Resources

Individual Papers Session AGrand Ballroom F

The Millennials Are Coming:Understanding the Next Generation of Art Museum VisitorsAmanda Krantz

Art museums typically draw older adults.Yet, to remain relevant, art museums mustconsider the next generation of visitors: theMillennials, the generation born between1982 and now. This presentation begins todemystify Millennials, investigating theirvisiting preferences and attitudes towardart museums in addition to implicationsfor museums.

Family Learning in Interactive Galleriesin Art MuseumsJessica Luke

Focusing on current research investigatingthe value of family-based, interactivegalleries in art museums, this presentationdescribes a large-scale, 3-year study acrossthree art museums. The study wasdesigned to better understand who usesthese galleries, in what ways, and how theexperience impacts families.

Perceptions, Relevancy, and ArtMuseum VisitationTheopisti Stylianou-Lambert

Exploring the complex relationshipbetween perceptions, issues of personalrelevancy, and visitation decisions, thispresentation introduces a conceptualmodel that emerged from in-depthqualitative research. The model explainshow different filters “color” the way weperceive art museums and influence ourvisitation frequency and museum uses.

Individual Papers Session BMills Studio 1

Memories of Wildlife Tourism: FromExperience to Action Roy Ballantyne, Jan Packer

This paper explores the process throughwhich wildlife tourism experiences can leadto long-term changes in conservationbehavior, and build community capacity forsustainable living. Responses from 240participants revealed four aspects of theexperience that should be maintained andstrengthened: Sensory Impressions;Emotional Affinity; Reflective Response;and Behavioral Response.

Mapping Many Voices: Self-OrganizingMaps as a Tool for Creating Dialogueamong Visitors and StakeholdersMikko Myllykoski

“Dialogue in Silence” is a powerfulexhibition where deaf guides invite hearingpeople to communicate non-verballythrough body language and sign language.The exhibition was accompanied by a self-organizing map technology, which mappedvisitors according to their attitudes towardsdeafness and sign language and gave themthe chance for in-depth discussion.

Promoting Label Readership: An Interactive ChallengeCathy Hamaker

Interactivity is a staple of so manyelements of our exhibits – but doesinteractivity increase label readership? A study of reading behavior in twochildren’s museum exhibits indicatesthat it can and does.

Individual Papers Session CMills Studio 3

Seen AND Heard: Defining Impact of anAfter-School ProgramKathleen Tinworth

Though students, families, and schools aretarget audiences, with programs andpartnerships developed specifically forthem, little is known about the impactthese efforts make. This presentationchronicles one approach to addressingvalue, relevance, and impact of a museum-led after-school program, including howevaluation results can guide futureprogramming and decision-making.

Measuring the Impact of Free-ChoiceSTEM Experiences on GirlsLynn D. Dierking, Dale McCreedy

This paper describes Phase 1 of a four-phased research study investigating long-term impacts of free-choice science,technology, engineering, and mathematics(STEM) experiences on girls. Phase 1explored ways young women discussthese early experiences to support thedevelopment of a web-basedquestionnaire for Investigation #2designed to explore program impacts.

Testing an Audience DevelopmentModelJoe E. Heimlich

This study was undertaken in order tosuggest strategies and tactics for buildingaudience of a performing arts organization,moving toward behavioral outcomes. Thestudy examined the literature on audiencebehavior and audience development,conducted interviews and surveys, andapplied structural equation modeling todetermine intention to act.

Panel Presentation: A CriticalLook at “Critical Appraisal”Mills Studio 2Stephen Bitgood, John Kelton, Renee Burt

Critical appraisal can be a cost-effectiveevaluation tool when in the hands of anunbiased, knowledgeable professional.While a number of museums have usedthis method (e.g., Bitgood & Benefield,1995; 1998), little has been written on itsreliability and validity or on how to use itmost effectively. This session describes thetechnique, gives examples of usage, andoffers guidelines for use.

Conference Schedule (cont.)

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Interactive Session: How toMeasure Impact at YourInstitution: A Dialogue Grand Ballroom G & HJenny Heim, Theresa Esterlund, Pino Monaco, Amy Niedbalski, Staci Willis

Are you currently in the throes of setting up a system for measuring impact orpreparing to begin? In this facilitateddiscussion, participants will: raisequestions; hear focused case studies; and begin to identify common challenges,effective solutions, and key componentsin the iterative process of creating aninstitution-wide approach.

12:35 – 2:00 p.m.Lunch on your own

2:00 – 3:00 p.m.Concurrent Sessions – TwoCo-sponsored by Tisdal Consulting andOberg Research

Interactive Session: Discussingthe NRC’s Consensus Study onLearning Science in InformalEnvironmentsGrand Ballroom G & HSue Allen, Kirsten Ellenbogen, Michael Feder, Cecilia Garibay,Laura Martin, Dale McCreedy

Earlier this year, the National Academy ofSciences published a report, LearningScience in Informal Environments: People,Places, and Pursuits, which summarizedthe evidence for the learning of science in abroad array of informal environments. Inthis session, several of the authorsfacilitate a discussion of some of the keyfindings and implications.

Interactive Session: Dimensionsof Public Engagement withScience: Building Towards aFramework for EvaluationGrand Ballroom FEllen McCallie, Christine Reich

This talk builds on previous VSA conferencesessions on Public Engagement withScience (PES) by presenting theoverarching consensus and findings of theCAISE PES Inquiry Group. Specifically, thispresentation seeks to generate discussionabout a proposed conceptualization of PESin informal science education.

Individual Papers Session DMills Studio 3

A Study with Museum Explainers andtheir Interactions with VisitorsPreeti Gupta

This presentation describes a study whereExplainers in a science center take on therole of co-researchers and participate in anactivity where they document and examinetheir own interactions with visitors in orderto improve practice.

The Past’s Presence: Visitors’Experiences with Costumed InterpretersCheryl Kessler, Kathleen Tinworth,Johanna Bromberg

Costumed interpretation takes place inmany diverse settings, supplying aframework for engaging in powerful andunique ways in different types of museums.Three studies presented here provideinsight and best practices from whichcostumed interpretation creates relevancyand value to the visitor experience.

Understanding Kenyan Learnersthrough Jua Kali Visit DiscoursesDavid Anderson

This paper reports the outcomes of a studyon ways Kenyan High School studentscome to know and understand the worldthrough their cultural ways of knowing. Theresearch employed the experiential contextof a visit to a local manufacturing sector –the Jua Kali – as a window into howstudents learn within their traditional andcontemporary cultural worlds.

Panel Discussion: ExaminingFamilies at Touch Tanks:Discussing Methods, Findings,and What Comes NextMills Studio 1James Kisiel, Shawn Rowe, Joe Heimlich,Judy Koke, Steve Yalowitz

In this unique session, researchers willinvite conversation regarding a projectaimed at understanding the activities andimpacts of aquarium touch tank exhibits.Following presentation of methodology andpreliminary findings, project leaders willengage a panel of advisors in questionsand critique, providing a forum for visitorresearch discussion.

Panel Discussion: Explorations inCollaboration: Geology, InformalLearning, and Grand CanyonNational ParkMills Studio 2Marcella Wells, Deborah Perry

The Trail of Time is an interactactivegeology timeline trail located on the southrim of the Grand Canyon. This presentationwill discuss a 3-year collaboration amonggeologists, evaluators, designers, andothers to develop a world-class outdoorexhibition aimed at helping visitorsdevelop a better understanding of geologyand deep time.

3:00 – 3:30 p.m.Coffee BreakGrand Ballroom A & BSponsored by RPH Communications, LLC

3:00 – 4:30 p.m.

Marketplace of Ideas, Servicesand Products (continues)Grand Ballroom A & BCo-sponsored by Science Museum ofMinnesota and Columbus Area Visitor andAudience Studies Community of Practice

Stop by the Marketplace and meetconference sponsors and exhibitors. Findout more about the resources that areavailable to help you better understandand serve visitors. While you’re visiting theMarketplace, stop by the VSA Table andlearn how you can become more involvedin VSA.

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3:00 – 4:30 p.m. cont.

Poster SessionGrand Ballroom A & BCo-sponsored by ERA andTPT/Twin Cities Public Television

Evaluating Docent Teaching PracticesSharisse Butler, Molly Kysar

RFID: A New Tool for Visitor StudiesJui-Chen Yu

Measuring Learning Outcomes inNational Science and TechnologyMuseum,Taiwan.Chi-Hsiang Wang

“Museum Fatigue”: It’s More Than You Think!Stephen Bitgood, Renee Burt

Learning from Virtual Objects: A Touch-screen Exploration of Maya CeramicsLynn Courtney, Paula Lynn

Evaluative Inquiry and Team ExhibitionPlanning in Art MuseumsAnn Rowson Love

Deeper Understanding of Visitors UsingPsychographics at ConservationFocused InstitutionsEmily Meyer

New Directions: Enticing and Trainingthe Next GenerationKris Morrissey, Nick Visscher

Conference Schedule (cont.)

9:00 – 10:00 a.m.

Keynote Presentation: Dr. Maria Rosario JacksonGrand Ballroom G & HSponsored by University of Washington Museology Program

“Without a better grasp of how arts and cultural activity can anddo shape communities, planners and policymakers cannot dotheir best work. With better data and analysis, we are makingstrides in integrating arts and culture as a core topic alongside and within other areas ofconcern like education, community development, and health. We have come a long wayand there is much more to be done, but the assumptions that arts and culture are limitedto downtowns, that the only impacts that matter are economic impacts, and that arts andcultural activity are at the periphery of community life rather than at the core are fadingas our grasp of how communities actually work and change comes into sharper relief.”

Maria Rosario Jackson, Progress in Arts and Culture Research: A Perspective, 2008.

Dr. Maria Rosario Jackson is a Senior Research Associate in the Metropolitan Housingand Communities Center at the Urban Institute and director of the Urban Institute’sCulture, Creativity and Communities Program. Her research focuses on urban policy,neighborhood revitalization and comprehensive community planning, the politics ofrace, ethnicity and gender in urban settings, and the role of arts and culture in communities. Her work has typically integrated both quantitative and qualitativeresearch methods. She has provided technical assistance in planning and programimplementation and consulted with a range of cultural organizations about their role in promoting civic engagement and community development.

7:00 – 10:00 p.m.

Come Play Like a Kid at The Magic House! $45Event hosted by The Magic House. Transportation sponsored by the Missouri Department of Natural Resources.

Connect with your inner child during a magical night at the Magic House - St. Louis’Children’s Museum! Transform your silhouette into a kaleidoscope of color, climb a three-story tall bean stalk, or visit the Oval Office. The Magic House, including its new addition,is yours to explore. Plus, everyone can take home a complimentary souvenir photo of yourhair standing on end at the electrostatic generator. Bring your own musical instrument andparticipate in the first VSA sing-along and hootenanny, led by a local singer/songwriter.Start working now on a visitor studies-themed song parody – you might win a prize in ourcontest! Come ready to sing, explore, play, and create, plus enjoy favorite childhood foods(including ice cream sundaes!).

Pre-registration is required. Evening includes dinner, entertainment, and transportation.Cash bar will be available. Buses depart at 6:30 p.m. from the 4th Street Entrance of the Hyatt.

Friday, July 24

8:30 – 9:00 a.m.

President’s Address and VSABusiness MeetingGrand Ballroom G & H

Join fellow members and colleagues tothank outgoing Board Members andwelcome incoming Board Members andOfficers. Attend the Association’s annualbusiness meeting where you’ll hear thelatest VSA news, find out what’s in store forthe organization in the coming year, andvote on matters of importance to theAssociation.

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10:00 – 10:30 a.m.Coffee BreakGrand Ballroom FoyerSponsored by Randi Korn & Associates

10:30 a.m. – 12:00 p.m.Concurrent Sessions – ThreeSponsored by Chedd-Angier-LewisProductions

Roundtable DiscussionsGrand Ballroom G & HThis year’s roundtable sessions will followthree 30-minute rotations. During this timeparticipants will be invited to sit in on oneof the roundtable discussions and move asthey like to other presentations during eachrotation or stay with the same roundtable.

Effectively Evaluating the Various Formsof Museum TheatreSarah Cohn, Elee Wood

Museum theatre is often used as aninterpretive tool to emotionally involvevisitors in exhibit content. Working withdepartments to expand theatrical goalsfrom emotion to impact is a challengingtask. This conversation focuses on framingstudies that capture visitor experiencesand communicating with departments tobridge emotion and impact.

Do They Value Us? Attempting toMeasure Public ValueVictor S. Yocco

This facilitated discussion focuseson public value: specifically the who,what, when, where, why, and how ofmeasuring public value. Results will bepresented from a recent study conductedby the Columbus Museum of Art attemptingto measure the museum’s value tosurrounding communities.

Preparing for Evaluation: Using LogicModels in Program Planning at a NewScience CenterHeather Harkins

This presentation will explore and examinethe role of logic models in creating thefoundation for program evaluation. Existingprogram logic models developed for a newscience center will be shared as well as theevaluation plans developed as anoutgrowth of the models.

What Did You Say? FacilitatingConversations in Planning andEvaluationBridget Basta

Demonstrating relevance, public value, andimpact has become increasingly importantfor developers. But how is this achievedwhen there are different interpretations ofwhat the project does and whom it serves?This presentation will explore techniquesfor facilitating conversations throughoutthe development process to create “shared language” in creating strongprograms/exhibits.

Issues in Joint Evaluation: BridgingIndigenous and Western ApproachesJill Stein

This discussion explores the process,challenges, and potential benefits ofconducting a joint evaluation (with morethan one external evaluator) to moreeffectively document multiple culturalperspectives on learning and engagement.The author draws upon an NSF-fundedproject, Cosmic Serpent, to discuss howindigenous and western evaluationpractices work together.

Rigorously Categorizing MuseumOfferings: Practical Applications forCluster AnalysisToni Dancu, Josh Gutwill

This presentation will provide an overviewof cluster analysis, a statisticalmethodology for systematicallycategorizing museum offerings (e.g.,exhibits) into distinct types. Clusteranalysis will be presented in the context ofan applied example, where Exploratoriumresearchers employed the methodology toenhance museum research and informchoices during exhibition development.

Building Institutional KnowledgeAcross EvaluationsAnna Lindgren-Streicher

For many evaluators, studies focus onevaluating the impact of one project. Thispresentation will use a series of studiesfocused on engaging visitors in engineeringas a case study that illustrates how aknowledge generation model was used tobuild institutional knowledge, and sharethe techniques that were used.

Believing What We See: Use of Video inMuseum ExhibitsJennifer Borland, Saul Rockman

This discussion explores factors related tothe use of video in museum exhibits. Itincludes a short summary of publishedfindings as well as previously unpublishedfindings from the presenters’ research andevaluation experiences.

What Does a Museum Mean? ANarrative Approach to Museum ImpactPhilipp Schorch

This paper argues that the impact ofmuseums is best understood via themeanings visitors make and negotiate inthe long-term. Applying the narrativemethodology, with its inherent socio-cultural and individual layers of meaning,will contribute to the fields of museologyand visitor studies.

Panel Discussion: The Roles ofEvaluation in Training Scientistsin Public CommunicationMills Studio 3Elisa Israel, Staci Willis, Todd Gieske,Christine Roman, Bryan Wunar

Science museums are becomingincreasingly involved in training researchscientists as public communicators. A vital component of these programs isthe inclusion of evaluation methodologiesas training tools, improving understandingof public audiences. Highlighting two NSF-funded science communicationprograms, this session will explore howevaluation techniques have strengthenedsuch programs.

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Individual Papers Session EMills Studio 1

Connecting Pupils, Curriculum, andInformal Learning EnvironmentsTheano Moussouri

This presentation will examine how mobileand web technologies can be used toconnect pupils, curriculum and informallearning environments. It will presentresults from a formative evaluation studycarried out at the National MaritimeMuseum in London, UK.

The “Enhanced” Fieldtrip: Study ofAudience Values and InstitutionalImpactScott Burg, Meg Burke, Lorie Topinka

Evaluation of the California Academy ofSciences Enhanced Museum Visits forStudents program provides a uniqueglimpse into the many critical educational,logistical, and experiential elements thatdefine a museum’s value for the public atlarge. Learn how this evaluation helped toreshape Academy internal and externalprograms and processes.

Chinese Museum and School Reforms:Understanding Perceptual Barriers toBridge the DivideDavid Anderson

This paper reports the perceptions of keystakeholder groups (museum staff,teachers, university science educators)around the idea of school-museumcollaboration in the context of modern-dayChina where school field trip visits tomuseums are not a tradition or practice ofthe K-12 education system.

Panel Discussion: The Role ofEmotion in Free-Choice LearningGrand Ballroom FJohn Falk, Katie L. Gillespie, Lisa-Anne Kelly, Amy Niedbalski

Although emotion is often cited as beingimportant to the visitor experience, fewresearchers have investigated the topic.This session will provide an overview ofcurrent emotion research from a variety ofdisciplines and will highlight three researchstudies attempting to investigate the roleof emotion in free-choice learning.

12:30 – 2:00 p.m.

13th Annual April AwardLuncheonGrand Ballroom A & BLunch sponsored in part by Studiocode

The 2009 April Award recipient is PaulaLynn, Education Research Associate at the Museum of Fine Arts, Boston. VSA’s past Board president and outgoingChair of the Professional DevelopmentCommittee, Mary Ellen Munley, is thisyear’s featured speaker. Ms. Munley willaddress the key issues in this year’sconference theme: relevance, publicvalue, and impact. Ms. Munley hasmore than 30 years of experience as amuseum educator, administrator, andaudience research and evaluationspecialist tackling these challengingissues. She is also a distinguishedrecipient of the American Association of Museums award for excellence in thepractice of museum education.

2:15 – 3:30 p.m.Concurrent Sessions – FourSponsored by MUSEUM DESIGN

Interactive Session: RethinkingInstitutional Models: Cross-Pollination of Museum andCommunity EngagementPracticesMills Studio 1Lisa Harper Chang, Matthias Waschek,Betul Ozmat, Leslie Scheuler

This interactive session featuringpresenters representing the museumworld, applied social sciences, andevaluation, focuses on how to share bestpractices from all of these worlds toeffectively engage communities.

Panel Discussion: Different thanOther Settings? Visitor Studies inArt MuseumsMills Studio 3Barbara Palley, Judy Koke, Juliette Fritsch,Joe Heimlich (moderator)

Is visitor studies in art museumsdifferent than in non-art settings? Through a series of case studies andlarge group discussion, this session willexplore how the nature of learning in thearts and the history and culture of artmuseums might provide opportunitiesand challenges for visitor studies.

Individual Papers Session FGrand Ballroom F

Investigating Parent-ChildMetacognitionKirsten Ellenbogen, Sarah Cohn, David Anderson, Greg Thomas

This study investigates parents’metacognition and views of learning. Theinterview process was designed to promptparents to be self-reflective aboutinteractions with their children at a mathexhibit in a science museum.

Effectively Researching EarlyChildhood LearningAlice Stevenson

What can science museums say about theearly childhood cognitive, developmental,and social learning that is happening in ourspaces? The New York Hall of Sciencestarted a research project documentingearly childhood learners and soon cameupon the many challenges of evaluating thisage group and type of visitor. Solutions,issues, and next steps will be discussed.

Interactive Session: What Does itMean? Strategies forCommunicating ResearchImplicationsGrand Ballroom G & HJessica Sickler, Preeti Gupta

In this interactive session, panelists willbriefly present four examples ofdissemination efforts designed to helppractitioners translate the findings ofresearch or evaluation into action, followedby discussions about needs, strategies,and practical considerations for ways tocommunicate the practical application ofvisitor studies.

Conference Schedule (cont.)

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3:30 – 3:45 p.m.Coffee BreakGrand Ballroom FoyerSponsored by Hilferty & Associates

3:45 – 4:45 p.m.Concurrent Sessions – FiveSponsored by AldrichPears Associates

Interactive Session: EvaluatingLong-Term Youth Programs: It’s aWhole Different Ballgame Grand Ballroom G & HCarey Tisdal, Beth Shea, Christine Klein,Diane Miller

Long-term engagement in out-of-schoolprograms by youth with risk factors in theirlives has potential for positive impact. Inthis discussion, evaluators and programdirectors will share lessons learned andidentify challenging program evaluationissues. Then session attendees will joindiscussions to develop solutions to these issues.

Panel Discussion: Improving theField-Trip Experience: DesigningExhibits, Coaching Students,Engaging TeachersMills Studio 1Scott Ewing, Josh Gutwill, Jim Kisiel

This session explores three strategies forimproving museum field-trips that focus ondifferent grain sizes: (a) designing exhibitsthat support facilitation by museum staff,(b) creating facilitated programs to engagestudents more deeply with exhibits, and (c)working with teachers to help them makebetter use of museum offerings.

Paper Session: Measuring theImpact of a Science Center on itsCommunityGrand Ballroom FJohn Falk

This presentation includes over a decade’sresearch on the impact of a science centeron its community, including results of threemajor telephone surveys conducted oneyear before and one and ten years afteropening. The discussion will focus on theimplications of findings on currentunderstandings of institutional impact.

Interactive Session: Creating andSustaining Programming forSocial Service FamiliesMills Studio 2Cheryl Kessler, Jeanmarie Walsh, Erik Shurink, Janice O’Donnell

Learn how two children’s museums havepartnered with social services agencies todevelop and implement programs andfamily-friendly environments for families incrisis situations. Session participants willdiscuss the role and type of research thatcould enhance program effectiveness andinform the field.

Panel Discussion: Making ItObvious: Building an Experiencearound DataMills Studio 3Rita Deedrick, Joe Heimlich, Nadya Bennett

The Experience Testing Station was createdto make the science behind the science ofthe museum explicit. A fishbowl stationwas designed for front-end and prototypingto engage visitors as both data providersand observers. We will discuss perceptionsof visitors versus staff, types of studiesconducted, and lessons learned.

Congratulations to recipients of theApril Award and Student Scholarships

The April Award and Student Scholarship programs helpbring new talent to the field of visitor studies and the VisitorStudies Association. VSA is pleased to welcome the followingrecipients to their first Visitor Studies Conference:

13th Annual April Award:

Paula Lynn, Museum of Fine Arts, Boston. Meet Paula at theApril Award Luncheon on Friday, July 24.

The April Award was established by Dr. Marilyn (Molly) Hoodto honor the memory of her longtime research assistant, April Lahm.

2009 Student Scholarships:

Johanna Bromberg Craig, University of Virginia

Philipp Schorch, Victoria University of Wellington, New Zealand

The Student Scholarship program supports first-timeconference attendance for active students interested in thefield of visitor studies.

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Conference Schedule (cont.)

4:45 – 6:00 p.m.

Open House at The Old CourthouseFREE to all conference attendees!Come to an open house especially for VSA conference attendeesat The Old Courthouse, part of the National Park Service’sJefferson National Expansion Memorial. Explore this majesticstructure that exemplifies some of the more tumultuous events inthe history of St. Louis and our nation. Tour exhibits that trace thestory of urban slavery in St. Louis and the several routes tofreedom for persons of color. Visit restored courtrooms, like thosein which Dred Scott sued for his freedom and where VirginiaMinor’s case for a woman’s right to vote came to trial in the 1870s.For a more personal perspective on 19th century St. Louis, enjoyshort plays in which historical characters relate their experiences

of the Louisiana Purchase and theCivil War. Theater performersappear courtesy of the MissouriHistory Museum’s Theatre in theMuseum program. The OldCourthouse is across the streetfrom the Hyatt; look for the greendome! Buses will depart from TheOld Court House at 5:45 pm, forthose attending A Grand Evening of Art and Music.

6:00 – 9:00 p.m.

A Grand Eveningof Art and Music$30Event hosted by ThePulitzer Foundation for the Arts and theContemporary ArtMuseum St. Louis.Dinner sponsored by The Pulitzer Foundation for the Arts.

Join us for an evening of cultural arts and conversation in GrandCenter, where art and life intersect. Grand Center is home tonumerous arts and cultural organizations, all of which help colorand strengthen the social fabric of the city. The evening willfeature an opportunity to view the Pulitzer Foundation for theArts’ current exhibition, Ideal (Dis-) Placements: Old Masters atthe Pulitzer, as well as the galleries of the adjacent ContemporaryArt Museum St. Louis. You will also be treated to a performanceby the local jazz group, Jazz St. Louis. After dinner, explore otherGrand Center venues and learn how they use the arts to engagethe neighborhood and the surrounding metropolitan area.

Buses for this event will depart from the Old Courthouse at 5:45 p.m. Pre-registration is required. Evening includes dinner,entertainment, and transportation. Cash bar will be available.

Saturday, July 25

8:00 – 9:30 a.m.

Visitor Studies Editorial BoardMeetingMills Studio 1

9:00 – 9:30 a.m.Coffee BreakGrand Ballroom FoyerSponsored by Noldus InformationTechnology

9:30 - 11:00 a.m. Concurrent Sessions – SixSponsored by THINC Design

Interactive Session:Understanding the Value of PublicParticipation in ResearchGrand Ballroom ARick Bonney, Ellen McCallie

This session will describe an effort todevelop a systematic and reproduciblemethod of assessing the impacts ofprojects that involve the public in researchusing the NSF Evaluation Framework as aguide. After a presentation of case studies,audience members will try their hands atadapting a rubric for their own use.

Interactive Interview: AConversation with Alan FriedmanGrand Ballroom BStephen Bitgood, Alan Friedman

Steve Bitgood will lead a discussion withAlan Friedman, one of the most importantleaders in the visitor studies movementand a past president of VSA. Theconversation includes Alan’s perspectiveson how museum directors and visitorstudies’ professionals can communicatemore effectively, and the state of the visitorstudies profession.

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Panel Discussion: Update fromthe VSA Institutional ReviewBoard Task ForceGrand Ballroom FCarey Tisdal, Jessica Luke, Kevin Coffee

In May 2007, the VSA Board charged a taskforce to respond to the requirements ofsome funders that the research andevaluation studies proposed as part ofgrants need review for ethical treatment ofhuman subjects. This session summarizestask force efforts and provides amechanism for member input.

Panel Discussion: The Value ofApplying Multiple Evaluations onthe Same ProjectGrand Ballroom GMaritza Macdonald, Ellen Giusti, Karen Wizevich

In 2008 the American Museum of NaturalHistory opened the temporary exhibitionWater: H20 =Life. In support of this exhibitthe museum conducted three differenttypes of evaluation – teachers and student,general exhibition visitors, and visitors topublic programs. Panelists will discuss thevalue of conducting different types ofevaluations on the same topic.

11:30 a.m. – 1:00 p.m.

Closing LuncheonPark View RoomSponsored by Independent Exhibitions

Join your colleagues for a fun final farewellconversation. Old friends, new colleaguesand you have the last word and set thestage for more dialogue across the ether.

Free; pre-registration required.

1:00 – 10:00 p.m.

Post-Conference Trip to French Colonial History in Ste. Genevieve,Missouri, $60Bus departs from 4th Street Entrance at 1:00 p.m. and returns at 10 p.m.Relax and unwind after the conference on this trip to an historic Missouri town and thenearby wine country. Situated on the Mississippi River an hour south of St. Louis, Ste.Genevieve is a picturesque town steeped in history. Settled by French-Canadianhabitants in the late 1740s, the village of Ste. Genevieve invites visitors to enjoy thecharm of its narrow streets, shops, museums, and the largest concentration of FrenchColonial homes in the United States. On this specially arranged tour, you will visit theBolduc House, which dates to 1793 and the Felix Vallé House, built in 1818. After thetours, explore Ste. Genevieve’s historic district on your own or take a short walkingtour led by Jim Baker, Felix Vallé House Site Administrator. The trip concludes withwine tasting (including a souvenir glass!) and a delectable dinner at the nearbyChaumette Winery.

Pre-registration is required. Trip includes admission to the Bolduc House and theFelix Vallé House, wine tasting, dinner, and transportation. Additional wine availablefor purchase at dinner. Transportation sponsored by the Missouri Department ofNatural Resources.

Post-Conference Schedule

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Thank You 2009 Conference SponsorsThe Visitor Studies Association 22nd Annual Conference is supported by businesses, organizations, and individuals committed tounderstanding and serving visitors in informal learning environments. Please support those whose work furthers VSA’s vision of aworld where lifelong learning is embraced, and where learning in informal settings benefits individuals, communities, and societyat large.

GATEWAY SPONSORS

LEWIS & CLARK SPONSORS

with support from the following members:

Carol Bossert, Timothy Chester, Daryl Fischer, Alan Friedman, Mary Kay Ingenthron, Janet Kamien, Mary Ellen Munley, Judy Rand, Paul Richard

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MISSOURI SPONSORS

AldrichPears Associates

Chedd-Angier-Lewis Productions

Columbus Area Visitor and Audience Studies Community of Practice

MUSEUM DESIGN

ERA

Oberg Research

Science Museum of Minnesota

THINC Design

Tisdal Consulting

TPT/Twin Cities Public Television

Wells Resources, Inc.

LACLEDE’S LANDING SPONSORS

Design + Communication, Inc.Garibay Group, Research & EvaluationJudith LarsenMaltbie AssociatesMinotaur MazesDr. Chan ScrevenSelinda Research AssociatesSerrell & AssociatesUnified Field, Inc.Visitor Studies ServicesWhite Oak Associates

FRIENDS OF VSA

Available Light

Christopher Chadbourne & Associates

Ellen Giusti

Sue Sturtevant

Linda Wilson

MISSISSIPPI SPONSORS

CONSULTANTS

We argue so you don’t have to

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THE VSA BOARD OF DIRECTORS 2009 – 2011

OFFICERSPresident – Kirsten Ellenbogen, Science Museum of MinnesotaPresident-Elect – Dale McCreedy, The Franklin InstituteVice President, Organizational Development –

Rita Deedrick, COSI ColumbusVice President, Outreach Development –

Matt Sikora, Detroit Institute of ArtsVice President, Professional Development –

Beverly Serrell, Serrell & AssociatesSecretary – Carey Tisdal, Tisdal ConsultingTreasurer – Julie I. Johnson, Science Museum of MinnesotaImmediate Past President – Kathleen McLean,

Independent Exhibitions

BOARD MEMBERS AT LARGERick Bonney, Cornell Lab of OrnithologyDorothy Chen-Courtin, Marketing and Management

Associates for Non-ProfitsCecilia Garibay, Garibay Group Research and EvaluationKaren Graham, Canadian Museum of CivilizationLeslie Hartog, Hartog Consulting GroupJoe Heimlich, OSUExtension @COSI, The Ohio State UniversityElisa Israel, Saint Louis Science CenterCheryl Kessler, Institute for Learning InnovationKaren Knutson, UPCLOSE, University of PittsburghRandi Korn, Randi Korn & AssociatesEllen McCallie, Carnegie Museum of Natural HistoryKris Morrissey, University of WashingtonCaren Oberg, Oberg ResearchSaul Rockman, Rockman, et alJessica Sickler, Institute for Learning InnovationRobert “Mac” West, Informal Learning Experiences

Special thanks to the following outgoing Board Members fortheir dedication and professional service on behalf of theVisitor Studies Association.

Nikki Andersen, Higgins Armory MuseumDavid Anderson, University of British ColumbiaDaryl Fischer, MusynergyAlan Friedman, Museum Development and

Science CommunicationD.D. HilkeJeff Kennedy, Jeff Kennedy Associates, Inc.Judith Larsen, Cincinnati Museum CenterMary Ellen Munley, MEM & AssociatesMartin Storksdieck, Institute for Learning Innovation

ORGANIZATIONAL DEVELOPMENT

Incoming Vice President, Rita DeedrickThanks to outgoing Vice President, Daryl Fischer

BOARD DEVELOPMENT COMMITTEEChair, Cecilia Garibay

Incoming Vice Chair, Laura Huerta-Migus

Thanks to outgoing Vice Chair, Caren Oberg

Members: Ellen Giusti, Julie Johnson, Janet Rassweiler, Linda Wilson

The Board Development Committee is charged with ensuringeffective board governance of the Association. The committeeis responsible for overseeing elections, monitoring andassessing board processes, structures and roles, and providingboard members with the tools and support needed to fulfilltheir board duties. Specific responsibilities include:developing a slate that meets the strategic needs of theorganization, planning on-going professional development fornew and existing board members, and recognizing boardmembers for their contributions.

RESOURCE DEVELOPMENT COMMITTEEChair, Robert “Mac” West

Vice Chair, Caren Oberg

Members: Conny Graft, Karen Graham, Jeff Kennedy

The Resource Development Committee organizes, coordinates,and otherwise facilitates all planning and implementationrelated to the financial stability and growth of the organization.It is responsible for managing conference sponsorships, boardgiving and other forms of earned income, contributed income,and in-kind contributions to the organization.

VSA Board of Directors and CommitteesSpecial thanks to the following volunteers whose time, energy, and dedicated service have enabledVSA to increase the scope and quality of its service to the field.

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PROFESSIONAL DEVELOPMENT

Incoming Vice President, Beverly SerrellThanks to outgoing Vice President, Julie I. Johnson

CONFERENCE PLANNING COMMITTEEIncoming Chair, Jessica Sickler

Thanks to outgoing Chair, Judith Larsen

2009 Conference Team Members: Susan Foutz, Elisa Israel,Cheryl Kessler, Kelly Lidinsky, Caren Oberg, Kathleen Tinworth,Robert “Mac” West, Elee Wood, Randy Roberts

The Conference Planning Committee oversees the conferencesite selection, program, and logistics for each annual VSAconference and serves as VSA board liaison for thosefunctions. This committee is responsible for setting thestrategy and logistics for future conference site selection. Thecommittee provides guidance to the Conference Team andLocal Host Committee, both of which are convened annually todesign, recruit, and organize the conference program for thefollowing year.

PROFESSIONAL DEVELOPMENT COMMITTEEIncoming Chair, Cheryl Kessler

Incoming Vice Chair, Kathleen Tinworth

Thanks to outgoing Chair, Mary Ellen Munley

Members: Rick Bonney, Rita Deedrick, Jen DeWitt, Kelly Lidinsky, Tammy Messick, Kris Morrissey, Angela Wenger, Victor Yocco

The Professional Development Committee is responsible forproviding training and growth opportunities for VSA membersand other museum professionals. The Committee develops,organizes, and facilitates all training opportunities andprofessional development for VSA including workshops for VSA members and others interested in the discipline, visitorstudies training for other organizations, certificationrecommendations, etc. This committee is responsible forfacilitating pre-conference and regional workshops.

OUTREACH DEVELOPMENT

Incoming Vice President, Matt Sikora Thanks to outgoing Vice President, David Anderson

PUBLICATIONS COMMITTEEChair, Karen Knutson

Vice Chair, Jim Kisiel

Members: Chantal Barriault, Susan Foutz, Jenny Heim, Robert Jakubowski, Jessica Luke, Preethi Mony, Melissa Wadman, Steven Yalowitz

The Publications Committee provides oversight for allpublications related to the mission of VSA. This includesserving as the VSA liaison with Francis and Taylor (publishersof the association’s journal Visitor Studies), working with theeditors and editorial board of the journal, and overseeingfacilitation of the VSA website. This committee is alsoresponsible for development of the Conference Abstractspublication and is involved in researching and makingrecommendations about other publication venues to furtherVSA’s mission.

MEMBERSHIP COMMITTEEIncoming Chair, Leslie Hartog

Thanks to outgoing Chair, Matt Sikora

Members: Kerry Bronnenkant, Elizabeth Daigneault, Sofie Davis, Amy Grack-Nelson, D.D. Hilke, Anna Lindgren-Streicher, Giuseppe “Pino” Monaco, Melissa Wadman, Elee Wood

The Membership Committee works collaboratively with otherVSA Committees and Task Forces to: gather input from themembership at regular intervals; maintain a currentmembership profile and track and project trends in that profile;identify members’ needs for programs, services, and benefits;identify potential members, crafting strategies to attract andserve them; develop and implement strategies to build andretain membership; work with VSA Association Managerregarding policies and procedures related to membershipmanagement and retention.

e-mail: info@visitorstudies.orgwebsite: www.visitorstudies.org