TECHNOLOGY HAS POTENTIAL TO ZAP MUSEUM ATTENDANCE CHARLOTTESVILLE, Va., Feb. 10 -- Although high-tech exhibits and electronic outreach may broaden museums' appeal, the increasing ease with which people can access quality digitized images via their computers may foster a stay-at-home mentality. The only certainty at this point is that technology is redefining how Americans experience museums. New methods of electronic outreach, placing collections on CD-ROM and providing visitors with mini-computers to gain exhibit information are among options being explored to combat flat museum attendance figures, says Philip M. Nowlen, a University of Virginia dean who directs the international Museum Management Institute. With attendance down in art museums nationwide, down slightly in museums of natural history and flat in science museums, administrators are using technology to attract crowds and spur revenue. One idea being developed is giving visitors hand-held mini-computers, instead of the traditional tape recorders, to learn about museum exhibits. The computer would be programmed to offer layers of information so visitors could gain as little or as much about exhibits as they wished. ÒBeing able to access additional screens of information should be attractive to those used to interactive electronic games," said Nowlen, who has been institute director since 1986. Electronic outreach via Internet and other global networks is allowing museums to extend information to wider, more diverse audiences. Such outreach is important because with population shifts to the suburbs and the Sun Belt, people have moved away from the principal collections and museums in the Northeast. At the same time, new non-European majorities are appearing in major metropolitan areas. The culturally diverse groups find little of their heritage in museums offering Western frames of reference. There have been few "blockbuster" exhibits in the last three years to attract museum audiences. Also contributing to flat attendance figures are the aging population, the declining number of intact families and the number of families in which both spouses work, leaving little time for museum visits. "Museums are anticipating a significantly higher percentage of attendees from the next generation because of expanding educational programs to reach more diverse audiences and the sharing of information through electronic networks," said Nowlen, dean of U.Va.'s continuing education division. Some museum directors, particularly those at art museums, worry that technology may become a substitute to experiencing a museum in person. "With the ever-increasing quality of digitized images of art works and the continuing drive to cut expenses, schools, for example, may feel that they could save money by eliminating field trips to museums," observed Anthony G. Hirschel, director of U.Va.'s Bayly Art Museum. "The ease of technology could prevent people from having the pleasure of direct experience with art," he added. High-tech, interactive exhibits coupled with neon displays also worry some museum directors. "There's a concern that exhibits are moving toward entertainment and that the fundamental museum experience is being lost," Hirschel said. He noted that since art museums, unlike natural history museums, usually mount new exhibits about every two months, they do not have the time or resources to develop high-tech visual experiences. He also believes such presentation could, if poorly handled, detract from people's ability to appreciate art. Some computer use in museums can enhance visitors' experiences, Hirschel concedes. Visitors can conduct self-directed tours by using strategically placed computers throughout the museum. "Computers and interactive displays can demystify what we do. Often people are intimidated at the thought of going into a 'temple of art.' The enhanced ability to conduct self-directed tours might ease their discomfort," Hirschel said. In addition to placing more emphasis on technology, administrators are fostering a new spirit of inter-museum collaboration, Nowlen and Hirschel agree. Museums are pooling their marketing and public relations resources to attract visitors. For example, they are tying marketing efforts to city tourist attractions, hotels and airlines. Special transportation deals have also been created, such as in Chicago where brightly colored "culture buses" take visitors to the city's major museums for one low fare. To cut costs, medium-sized museums have started collaborating on management operations by placing accounting, purchasing and human resource functions in a central location convenient to many. Museums are also working more closely with university business schools to gain free consulting on organization and marketing. Museums have started sharing collections with each other to keep costs down, and collaborations with schools and universities have yielded more culturally diverse exhibits. With such collaborations, there will be no significant increases in museum entrance fees, Nowlen says, although he acknowledged that museums are placing increasing emphasis on the need for gift shops to produce revenue. Museums are now marketing their collections through CD-ROMs and videotapes. "The challenge is how to use the potential of technology and new collaborations in a way that enhances the museum experience. We are confronted with how to best apply an interactive approach to knowledge," Hirschel said. ### February 9, 1995 FOR MORE INFORMATION, contact Nowlen at (804) 982-5206 or Hirschel at (804) 924-3592.