Preparing for an Opening: Strategies for Building Excitement and Sustained Momentum
July 2025
This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.
An ABA member preparing to open a new space within their museum, asked ABA to identify effective communication practices for generating excitement and sustaining momentum around the opening events, as well as creative ideas for activating their indoors and outdoor areas to encourage repeat visits. To address these questions, ABA interviewed nine arts organizations that had recently reopened or opened for the first time, along with a communications officer from the retail sector.
Key findings:
Openings are a chance to reflect on institutional identity: Many organizations use these moments to adopt a more visitor-centric approach, with an emphasis on engaging the local community. Listening to these voices is key
The narrative around an opening should begin months in advance: Key stakeholder groups—such as the local community, donors, artists, and partners—should be included in the lead-up to, during and after the opening events.
Post-opening fatigue is common: After the excitement and intense effort of opening, organizations often experience a “hangover moment,” for both staff and visitors.
Sustaining momentum is a shared challenge: Strategies such as offering opening-period discounts or framing follow-up programs around the opening theme can help maintain interest.
Activating the museum often requires broadening the artistic content: Many institutions are refining their café/F&B offerings, incorporating wellness activities, workshops, and other non-art programming to broaden appeal and foster repeat visits.
The full report is available to ABA members by clicking below.
