New at Museums
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THE.WALL STREET JOURNAL. THURSDAY. MARCil 1, 2012- VOL. CCLJX NO. 49 WSJ.com ***** **** if DJIA 12952.07 ' 53.05 0.4.o NASDAQ 2966.89 " 0.7\ NIKKEl 9723.24 • 0.01\ STOXX600 264.32 0.0041 m-YR.JMEAS. Y 18/32, yield 1.98a-. OIL $107.07 ._ $0.52 GOLD $1,709.90 $77.10 EURO $13324 VU 1~ew at lVtuseums: ~c1ence tor All Ages San Francisco Curators Cast Wider Net, Seeking Single Adults, Very Young Kids In Bid to Keep City Residents Coming BY BEN WORTHEN reproduction, demonstrations of plant reproductive parts and the San Francisco museums are chance to use hacksaws to take looking to attract a wider range apart about 200 donated sex of visitors with new types of ex toys. hibits and programs as curators "In a more downtown loca strive to keep up with the city's tion we can stay open three changing demographics and stay nights a week," says Dennis Bar relevant. tels, the Exploratorium's execu In some cases, museums that tive director. "There's an oppor traditionally targeted children tunity for us to do fun and their parents are now court programming for adults." ing single adults. The Exploratorium's shift to Jn another in ward a broader audience began stance, a museum several years ago, when it geared toward started hosting evening events older kids is taking steps to for adults once a month-for bring in the S-and-under set. which it charges $15, the same Since the Exploratorium, a as a regular admission. Mr. Bar- ~ science museum with exhibits tels says the current events are ~ such as a giant echo tube, prototypes to prepare for more opened in 1969, the sweet spot regular after-hours programs at of visitors has been kids ages 6 the new location. This area to 14 and their parents. But as "probably has more childish 20-, the museum prepares to move 30- and 40-something-year-olds from the Marina district to a than any other place in the ~ new home on one of San Fran country," he says. cisco's piers downtown next The efforts to draw single year, staffers are thinking of new adults that some museums are · ways to attract adults. That in making is partly in recognition cludes more events like "Sex of the fact that the percentage plorations" night, an event held of children in San Francisco's last year featuring a lecture on population has been shrinking. Just 13.4% of the city's popula tion of 805,000 are under 18 At San Francisco's Exploratorlum, above, adult explore the possibilities of creating structures from ropes. Below left, Exploratorlum Executive Director City of Adults years of age, according to the Dennis Bartels has fun with the Bubble Hoops. At the Children's Creativity Museum, below, kids participate In an early-childhood-education workshop. 2010 U.S. Census, the lowest Percentage of San Francisco percentage of any large city in The California Academy of population undrr 18 the country. The percentage of Sciences in Golden Gate Park has 3~ kids is down from 14.5% of the added events and made architec city's population in the 2000 tural decisions with grown-ups census, 16.2% in 1990 and 24.4% in mind. The decline in 1he num in 1960. ber of kids at the museum "was "That's the story of San Fran top of mind as we thought about cisco going from a middle-class reinventing the Academy," says 10 city of families to an affluent Alison Brown, its chief financial singles town," says Ted Egan, officer. In 2003, when the Acad the city's chief economist, who emy closed for a major renova 0 ~ 1960 ?0 '80 '90 2000 10 cites high housing costs as the tion, families with children made main reason for the dwindling up about 60% of its attendees. 19 and unck• ~urce Ccn' Buruu Assodatlon ol DdJ number of families. Since a makeover that in Artil Govtmmtnts The demographic changes volved building a new $500 mil have contributed to flat or lion facility, decisions about the slightly lower attendance at the Academy's events and programs city's children-oriented museums have been made with a different Just 13.4°/o of San in recent years. While the muse audience in mind. When it re ums are nonprofits and sustain opened in 2008, the museum Francisco's population themselves through fund raising still had exhibits that were low is under 18, according in addition to admission fees, to the ground to make it easier they say attracting San Francis for childrell, but it also started t~ the 2010 Census, the cans remains critical. "It's the holding weekly mixers for lowest percentage of largest draw we have, and it's vi adults, complete with bars and tally important to us," says the music . any large U.S. city. Exploratorium's Mr. Bartels in And the Academy will aim its reference to city residents. marketing campaign for a new exhibit about earthquakes set to open in May squarely at adults, Ms. Brown says. Today, 60% of the estimated 1.4 million annual visitors to the Academy are adults without children-the national average for science museums is around cided to move up its opening still up at a double-digit rate, loved children's characters like 30%-and Ms. Brown expects time to 10 a.m. from 1 p.m. to says Ms. Yamamoto. Children Mickey Mouse. The museum pri that trend to continue. "Learn better attract young families. age 6 and under now account for marily showcases memorabilia ing isn't just for kids," she says. In the past, Zeum was largely 58% of visitors, compared with from Mr. Disney's life and art The Zeum, which in October aimed at 6- to-12-year-olds. But 40% before the changes, and Ms. work from Disney movies. While changed its name to the Chil the museum decided it wasn't Yamamoto is projecting that the museum does offer anima dren's Creativity Museum, is go likely to hit its attendance goals overall attendance for the year tion classes for kids, Chief Exec ing in a different direction. The targeting that demographic will reach 66,000, compared utive Gabriella Calicchio says it Yerba Buena Gardens museum alone, says Executive Director with 57,000 in 2011. is best not to bring children un opened several new t'xhibits Audrey Yamamoto. Meanwhile, the Walt Disney der age 7. aimed at kids 5 and younger, and So far, its changes-which Family Museum in the Presidio, "We want people to know unveiled "creativity critter" cost about $250,000-appear to which opened in 2009, doesn't that the content in this museum mascots to grab tykes' attention. be working. In October, weekday orient itself toward children, de is really for adults," Ms. Calic The Creativity Museum also de- attendance was up 180% and is spite featuring the creator of be- chio says. • .