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Listening to Latino visitors: Using evaluation data to build more inclusive experiences at the Denver Art Museum (Enriquez, Salazar & Nielsen) 

10-30-2014 01:08

The Denver Art Museum (DAM) has made a strong commitment to attract and engage Denver’s diverse Latino community. Despite the community’s considerable size, the audience demographic figures are only a small fraction of the general audience. CelebrARTE, the DAM’s bilingual, intergenerational family program that celebrates Latino arts and artists, is at the forefront of initiatives to serve the needs of Latino audiences. Through a strong collaboration between an external evaluator and the DAM’s Education department leaders, rich evaluation data were collected to better understand the interests of Latino audiences in culture-specific programs, and their experiences during a general museum visit. This collaboration was critical to ensure that the results of the evaluation were useful to DAM. The presentation will focus on the important challenge of building practice and understanding of the audience segment to actually make the DAM more relevant to this important sector of the Denver and Colorado community.

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An evaluation was conducted to better understand the interests of Latino audiences in culture-specific programs and to improve the experience of the Latino community to visit the DAM.