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The Whyte Museum of the Canadian Rockies  is the largest privately funded public museum in Canada and is the fourth largest cultural history museum in Alberta. The Museum opened in 1968 and houses the Art Galleries, Archives, Heritage Gallery and Museum Shop. The four-acre site also includes two historic log homes, that can be visited during the summer, and four log cabins.

About the Project

Pivotal Research conducted a detailed research to explore the characteristics and motivations of art and history museum goers.  The primary goal was determining how this information can be used to influence marketing, programming and the visitor experience.

  • Marketing – by defining the communication vehicles that maximize the museum’s reach for its markets;
  • Programming – by devising potential methods to increase visitors’ appreciation and understanding of exhibits and collections, and to instill a long lasting memory in the hearts and minds of visitors; and
  • Visitor Experience – by suggesting service enhancements to elevate the overall experience of visitors to the Museum.