But the drive to satisfy the customer is relentless. Last year the Smithsonian's office of planning and analysis, as part of its marketing focus, asked 6,000 visitors who they are and what they like, the first comprehensive study of visitors since 1994.
The most important message was for the Smithsonian to keep things fresh while not throwing out the old. The survey found that three in every five are repeat visitors.
The Smithsonian prices some items to attract kids with a few bucks to spend.
(Rich Lipski -- The Washington Post)
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Most of these visitors -- and potential customers -- come with a working knowledge of the country. Nine in 10 live in the United States, exactly the same proportion as 10 years ago. Visitors from metropolitan Washington account for 15 percent in the most recent questionnaire -- down from 23.6 percent in 1994. Those local visitors favor the art museums over everything else on the Mall.
Visitors are also getting slightly younger and more diverse, which the Smithsonian regards as a good sign. The average age is 37, compared with 38 in 1994. Of the ethnic mix, 74 percent are white, compared with 82 percent in 1994. The Smithsonian menu of something for everyone seems to be working. Nearly all -- 97 percent -- say they had an excellent, superior or good time.
And what did they like? Three in five visitors say "seeing the real thing" was what they wanted and received. Two-thirds of the visitors say they lost track of time because they were so intrigued with the subject matter.
Beer saw a mandate. "We have to respond to the frequent visitor and the more discriminating palate," he says.
One activity the crowd enjoys is viewing Imax films. Most often, the movies explore the themes of space or natural sciences, but sometimes demographics prompt program directors to grab a marketing opportunity when they see it.
Last year a wide-screen film on NASCAR was offered to the Smithsonian. "We played it at the Hazy Center," says Toby Mensforth, director of the theater division, referring to the Steven F. Udvar-Hazy Center, Air and Space's annex at Dulles International Airport.
"The demographics of the NASCAR follower and the region around the Hazy matched. It stretched our mandate a little. But we got calls when we took it off-screen," Mensforth says. And officials got calls from another audience when they replaced the Cirque du Soleil film "Journey of Man" at Natural History, he says.
One demographic that Mensforth watches carefully is moms. Officials tinkered with how to present an insect film. "Bugs did not have a great pleasing factor with the matriarch of the family," he says. "We adjusted to call it 'Bugs: A Rain Forest Adventure,' and advertised it with a butterfly pattern."
Most of the visitors say they like to shop after seeing an exhibition. Thus, newer stores, such as the one by the Mammal Hall, are situated near exhibition exits.
One enterprise that attracts both a local and older audience is the Smithsonian Jazz Cafe at Natural History. Every Friday night since 2001 the renovated cafeteria space has been turned into a music hall, with live performances and a catered buffet and drinks. Each year it has expanded its audience.
But the most sophisticated business innovation yet will be in the National Portrait Gallery and the Smithsonian American Art Museum when they reopen in the Old Patent Office Building in 15 months. The target audience is the discriminating art appreciator who will be returning to the shops repeatedly for gifts. So the arts and crafts for sale will probably follow the practice of having three price tiers. You can buy a handmade quilt pin or you can trade up to a handmade ikebana vase.
Or if you are a high roller, you can pop for a full-size handmade silk quilt.
