The goal
The mission of the Bay Area Discovery Museum is to engage, delight and educate children through the exploration of and connection with the local environment and the diverse communities that live there. Building on previous efforts to diversify their audiences based on socioeconomic status, the museum now sought to increase participation among middle class Latinos.

The strategy
To identify areas of opportunity, Contemporánea chose to implement our Cultural Anchors Assessment™ – a set of tools which evaluate an organization’s institutional knowledge in order to develop a stronger positioning in the multicultural community. We tapped into the knowledge generated through the Museum’s low-income audience engagement program “Connections” and were able to develop a strategy to expand engagement to middle class Latinos in the region.

The results
35% of museum’s total attendance identifies as other than non-Latino white.
As a result of our work, BADM implemented a Latino Working Group, that includes staff and board members, to define strategies for Latino engagement using the Cultural Anchors Assessment as a guiding tool.