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San Diego Latino, Asian and African American Qualitative Research Report
Commissioned by the San Diego Natural History Museum

November, 2001


African American

Museums in General
African American respondents listed the following as qualities that make a museum destination attractive to them:

  • Interactive exhibits
  • Attractive displays
  • Wide variety of exhibits
  • Restaurants
  • Gift shops
  • Reasonable pricing
  • Good lighting/Nice overall ambience
  • Free parking

Respondents’ favorite museums included:

  • Norton Simon
  • Birch Aquarium
  • Aerospace Museum
  • Reuben H. Fleet Science Center
  • Automotive Museum
  • Railroad Museum
  • Museum of Man

"The Norton Simon because the art work that they have is very impressive."

"I would say probably the Aquarium because I am fascinated by sea life. It’s something that I can’t see on a normal basis; it gives me a view into another world."

"Aerospace Museum. I wanted to be a pilot once upon a time and I was in the military."

"The Space Museum because I’m fascinated by technology."

"I’m reliving my childhood in the Railroad Museum. I have a thing about trains."

"The Museum of Man. I’ve always liked that museum since I was a little girl."

Other museums mentioned as their second choice were:

  • Museum of Art
  • Botanical Garden

The sources that the respondents use most often to gather/gain information about museums were:

  • Chamber of Commerce
  • Word of mouth recommendations from friends and family members
  • Magazine
  • Brochures
  • School

"When I go to different cities, the first thing I do is I write the Chamber of Commerce and ask for information and they always oblige."

"Usually I would hear about museums by word of mouth and say that I want to go there. It is presented to me in some ways that would spark that interest."

"I use the Reader."

"In any hotel, they have those racks that have all those brochures. Whatever hotel I’m at or around, I go in and see what’s there."

"At school, when they have things that are going on, the school sends things that are going on."

Some of the respondents use the Internet to access the information online.

"As far as finding out details about the museum, I use the Internet."

"Well I did use it on the day I went to Ruben H. because I needed directions. It was easy."

Respondents were asked to choose top two most desirable museums. The most popular museums were Art Museums, Special Interest Museums and Aquariums.

"You see a different thing when you take a child to the Special Interest Museums. You see the different aspects from what I see than what they would see."

"I like the aquarium. It’s fascinating to see so many different types of creatures."

"It was interesting to go to the Modern Art Museum. Just going to some of them to see the different displays, the different artwork is interesting."

Respondents were also asked their impression of the Natural History Museum. Overall, the respondents showed a lot of interests in the museum.

"I think the Natural History Museum is very interesting. There is a multitude of different things that you can find. When you talk about natural history, you come away from there talking about different things, like about dinosaurs."

"I’m fascinated by the Natural History Museum because of the evolution that they took to get to the stage that we are now. The way they have it set up in there, you can read about Man, that’s really interesting."

"The interesting part about it, they thought about appealing to the different cultures. As they got the resources, they started telling about Africa. You start finding out about Africa."

All respondents were interested in having special programs for the African Americans. They said that it would attract more African American visitors to the museums.

"Absolutely! For so many years, there was nothing geared toward us."

"It’s going to make it more attractive."

"As far as African Americans, we are part of this world. We were part of this history. If you see an exhibit of history and there are not any African Americans in it, it makes you feel that you’re not included."

"It would make me want to come back."

"I find that there’s something that involves African Americans that enhances it. It’s an enhancement. For instance, my first choice is art. I’m not necessarily going to find an African American artist, but if I was, it would even enhance that even more."

When asked about any programs or services that stood out in their past museum visits, the respondents mentioned the following:

  • Interactive events
  • Historical exhibits
  • Guided tour

"I was on a field trip and I was maybe 10 or 11 years old. They taught us how to make tortillas. I remember that and it stuck with me so I took my daughter there and they still have it. That was interesting to me. Even though it was not my culture, it is still fascinating to learn about others."

"One of things that I will never forget is when I went to Pearl Harbor, they give you 45 minutes to an hour of a movie and they tell you everything that went on that day of the Pearl Harbor attack."

"My grandsons asked me to take them to a museum because it had a bug collection. I’m not one for bugs but I took them because they were interested to see how they evolved and how they lived. I found something that I did not know that a cockroach could live 11 days without food."

"Having someone there that knew about every single creature from under the sea and talk about it. That’s what made it interesting to me."

Most respondents said that the programs were encouraging them to visit the museum. Some respondents, however, felt that the programs encourage return visits, rather than attract new visitors.

"It would be a motivator to me."

"For me to have never been to the museum and hear they have these programs, I don’t think that would motivate me to want to go. I would have to want to go anyway."

"I think the programs would have been more of a motivating factor for me to do a return visit, having enjoyed the visit more."

San Diego Natural History Museum
The first image that came to the respondents about San Diego Natural History Museum was:

  • The water fountain
  • Attractive exterior design
  • Place to learn about dinosaurs and cavemen

"The water fountain, that’s my bearing. The water fountain, and then I know where I am. That’s a landmark."

"The artwork outside and the design enhances the museum."

"I think of dinosaurs and cavemen."

A majority of the respondents visited San Diego Natural History Museum in the past. The respondents were asked about the importance of the museum’s focus on the regional ecosystem. They did not feel that the regional focus was important and said the following:

"We live in Southern California, what else can we see?"

"Not that important to me. We see it all the time."

"When you start looking back in the past, you start to see how this area was before man was here. That does interest me."

Respondents were asked to give their opinion on availability of the bilingual materials. All of the respondents only wanted the materials in English. Many were irritated at the idea of having the exhibits in both English and Spanish.

"I get a little put off by it because like I just said, there is already so much catering to the Mexican population. But to me, if you’re in America, you’ve got to learn to speak English."

"I live in Chula Vista and I used to live off of Palomar. I picked up a phone book and it was in Spanish. Not English and Spanish, but just Spanish. It was the most frustrating thing."

"I get offended because if you live in America, you call yourself an American, speak English."

About half of the respondents visited San Diego Natural History Museum more than once a year. They mainly visited the museum with their family and children.

Most respondents reported that they usually spend the entire day visiting the museums. They mentioned that having a designated picnic area was an important factor in visiting museums.

"We make a day out of it. I bring lunch. We have a picnic and after we are done with one museum, we carry on to the next museum."

"It depends on the day that you go. If you go on Tuesday, you have to leave in a hurry. I’d go on the weekend because that’s when I’m off. I’d pack a lunch, family time."

"Having the picnic area or the concession stand is important."

There were some mixed reviews on the quality of the exhibits of the San Diego Natural History Museum. Many of the respondents thought that the museum provided quality exhibits, but a few respondents said that the exhibits were overdone.

"I think they are quality. They are very lifelike."

"But they try to pack too much into that little space in that building. It’s crowded. I’d like to see it more spread out."

Respondents all agreed that the museum needed to advertise the programs and services. Many felt that advertising signage would attract more museum visitors.

"I don’t think the museum advertises any of their exhibits."

"Advertising would do a lot as far as to bring in your interest. It’s all in the way you advertise it. If you see something that looks exciting, it makes you want to go."

"I don’t really know about any programs and services provided. If you don’t have a child going to school, you probably won’t even be informed about that."

"The Norton Simon Museum used to advertise on TV all the time, and you just remember things."

Respondents said that the benefits of visiting the San Diego Natural History Museum were the following:

  • Learning
  • Education
  • Culture

Respondents were asked to evaluate the current exhibits at the San Diego Natural History Museum. Their reactions to the exhibit were:

Monarca: Butterfly Beyond Boundaries

Monarca received positive reviews from the respondents. Most of them were interested in the exhibit. However, a few respondents questioned the Museum for providing the English descriptions translated into only French and Spanish.

"I’ve never heard of this. If it were advertised, it would get my attention."

"I love butterflies."

"You are getting information about the Monarch butterfly. It’s informative."

"It’s in three languages, what happens if I speak another language?"

Natural Treasures: Past and Present
A majority of the respondent said that this exhibit had a strong appeal to them. Some of the respondents were interested in seeing more in-depth behind the scene work performed at the Museum.

"It sounds interesting by the fact that they are displaying fossils and prehistoric type species. They are showing old species. I am interested in wildlife."

"I know the snake won’t strike out at me. I could watch it move and see itself maneuver around."

"The fossils are interesting. They are something that was made way before my time, and they are still preserved in my time."

"For me to see a rattlesnake up close, not handling it…I’d love it."

Desert and Sea: Visions of Baja California
Respondents did not have any interest in this exhibit. The only positive review this exhibit received was on the hands-on demonstration. The respondents all agreed that the live exhibits were more interesting and easier to relate to, than the photo exhibits.

"If it’s just pictures, I’m not interested."

"I do find photographs interesting, but I wouldn’t go because that was going on."

"I’m not particularly moved by this particular exhibit"

"Its hands-on demonstrating peaks my interest."

Respondents were, also, asked to evaluate the upcoming exhibits at the San Diego Natural History Museum. Their reactions to the exhibit were:

Nature & Eye
All respondents said that this exhibit is positive for the young children. They reported that this exhibit will provide the opportunity to young children and amateur photographers to showcase their talents.

"The youths would be the biggest draw for me."

"I like having the youths being a part. It’s something different, something positive."

"I think it’s something positive. I was interested in photography when I was younger, but it was quite expensive. It’s really nice to have a contest"

"I think it’s good they are giving amateurs and children a chance to show their talents."

T. Rex on Trial
Overall, the respondents found this exhibit most interesting for their children. They praised the creativity of the exhibit. Also, they said that it was unique to other dinosaur exhibits.

"I would like that. My children would find it interesting."

"That seems interesting. I would like to see that and take my child to see that."

"The whole murder mystery thing, people are interested in that these days. It’s interesting."

Rare Places in a Rare Light: The Wildlands Photography of Robert Turner
All respondents were intrigued with this exhibit. They said that this exhibit was particularly interesting because they could get the feeling of being at those famous areas that they would probably never visit in their lifetime.

"It shows you places you’ve never seen. I would love this because it might be a place I would never visit."

"It’s like being able to travel throughout the region to see these rare sites, without going anywhere but to one place."

"Not only do you get to see a person who will blow you away as far as photography, you also get to see the different linings and different areas of California."

After the Dinosaurs: When Crocodiles Ruled
A majority of the respondents found this exhibit exciting. They felt that the exhibit was a good chance to experience the adventure without real danger.

"I’d love that. It sounds exciting."

"It sounds fabulous and exciting, but I dont think I’m going to do it by myself. It sounds like a lot of action."

"Its fascinating. Its an adventure without the real life danger."

All respondents said that they would be motivated to attend the Museum to experience the exhibits. They were interested in finding more out about the current and upcoming exhibits at the San Diego Natural History Museum.

"I suspect that it’s going to be more interesting coming up."

"Up ‘til now, I haven’t really thought much about it because I hadn’t seen much about it. Seeing this, I will look for it."

"I’ll be more attentive, especially knowing about these new exhibits."

"After seeing this presentation, it does give me more motivation to go to the Museum and see some of these exhibits."

Respondents were intrigued with having the large-format theater showcase in the Museum. The featured film "Ocean of Oasis" sparked the interest among the respondents.

"Yeah, that would be really great. We need some IMAX action."

"I like the ocean life and the sea life. It would be nice to be looking at something under water."

"This is great. I didn’t even know that something like this existed."

"There is a lot of interesting things about the Sea of Cortez, including the land formations. Baja has a lot of interesting information."

The respondents also thought that the IMAX showcases "Ocean of Oasis" and "On the Wings of the Monarch" were beneficial to their children’s education.

"I think it would be entertaining and educational for the kids at the same time. More bang for your buck."

Respondents reported that the program booklet stirred up interest in learning about the programs and services provided by the San Diego Natural History Museum. They found it an informative and encouraging source to visit the Museum. They also said that the booklet was the best form of advertising they had seen on museums.

"Yeah, I didn’t know they had this. It’s really informative."

"I think it’s a good source of information. I can say that it will motivate me to visit the Museum because the information is right in your hand. You can refer back to it."

"This booklet here can help you plan what you want to do there."

"You can’t be interested in the unknown. This is telling us what is available there and when you can go."

"This is the best advertising I’ve seen."

Respondents were asked to give their opinion on the things that San Diego Natural History Museum could do attract more visitors. Many respondents expressed the need for family discounts and coupons. They also mentioned the need for more advertising of the Museum and more involvement within the community to promote the Museum.

"Have a discount package or coupons for families."

"I usually consider myself a fairly well-informed person. I didn’t know that there was a San Diego Natural History Museum membership. They need to make sure that word is out. They must advertise more."

"Bring it to the communities. Maybe the church or pique the interest of the schools. Put it out for the teachers to pass out for the weekly homework."


Museums in General
Asian respondents listed the following as qualities that make a museum destination attractive to them:

  • Atmosphere
  • Interior/Exterior color
  • Uniqueness
  • Convenience
  • Friendly and knowledgeable staff

Respondents’ favorite museums included:

  • Birch Aquarium
  • Getty Museum
  • Huntington Gallery
  • The Holocaust Museum

"Mine is the Birch Aquarium because it has certain aquariums and the different types of fish and the descriptions of the fish."

"I was really taken by the Getty Museum. You see so much deeper behind the scenes as to what goes on with regard to these exhibits."

"Mine is actually the Huntington Gallery up in San Marina. The reason I like it is because number one, it’s really close to where I used to live and number two, they have one of my favorite paintings, which is the Blue Boy."

"The Holocaust Museum. I was really impressed with the way they portrayed what really happened back then. They were able to preserve some of the things. I felt like I learned about what really happened."

The sources that the respondents use most often to gather/gain information about museum’s were:

  • Auto Club guidebook
  • Brochures and pamphlets
  • Newspaper
  • Tourist information
  • Media coverage

Also, a few respondents use the Internet to get information on museums.

Respondents reported that there is no information available or any advertising on museums in their native languages. Most respondents felt that the museum should provide the bilingual materials.

"To me, it’s the cultural experience. I, for being Vietnamese, I would love to have much more of an impact if I could explain the Vietnam Memorial in Washington D.C. to a Vietnamese person. That is a personal connection."

"Well, I understand English so I don’t need the translation, but it would be nice, like what he was saying, if you have relatives from back home who do not really speak the language, it would be nice to have that feeling that they can understand that."

"My native tongue is Chinese although I speak fluent English. But you’re right, how can you describe the Mona Lisa, you really can’t describe it or the Blue Boy in Chinese. But there is no translation. But I would really like to see an attempt to do that so I can really share sometimes with my fellow Asian friends"

Respondents were asked to choose top two most desirable museums. The most popular museums were Art Museums, Culture & History Museums, Botanical Gardens and Aquariums.

When asked the reasons why the Natural History Museum was not selected as their first nor second choice, the common consensus in the group was that the Museum had no appeal.

"It’s kind of boring to me. It’s like being in school."

"I am not interested in pre-historic things."

"It’s matter of personal taste, and I don’t have any interest in seeing old skeletons."

However, all respondents agreed that the Natural History Museum was a beneficial and educational place for children.

"Absolutely. The Museum is very educational for children."

"I have five nieces and nephews, and the Museum is a great place for them to get acquainted with natural history."

When asked about any programs or services that stood out in their past museum visits, the respondents mentioned the following:

  • Memberships
  • Detailed exhibits
  • Special deal for local residents
  • Classes

"For me the membership at the Getty, that’s actually the best money I’ve ever spent. It’s not only do they give you the membership itself, but there are special events that they do treat you very well, you get invited to exclusive events."

"When I went to that Norman Rockwell Museum …They went into more detail about things in the exhibit."

"I know when we went to that Birch Aquarium we got to see a film and it entailed, it tells you about the fish and where they live and how they survive. It’s very informational, I like it."

"If they were giving a class on world restorations, I would totally dig that. Or, how to clean up your oil paintings. Those practical things."

Most respondents said that if interesting programs and services are offered, they would be the deciding factor in motivating them to visit that particular museum. Many respondents expressed their interest in seeing more informative and detailed exhibits with the guidance by the knowledgeable, professional museum staff.

San Diego Natural History Museum
Only three respondents had visited the San Diego Natural History Museum in the recent past. Those respondents were asked of first images that came to their minds about San Diego Natural History Museum. Their impressions of the Museum were the following:

  • Newly renovated
  • Quality exhibits

"The museum did a great job with remodeling."

"It’s bright. It’s very engaging. The exhibit is very engaging."

Those respondents who visited the Natural History Museum spend an average of two hours at the museum, and visit the Museum about twice a year. They usually visit the Museum with their family, children and other loved ones.

For the respondents who had not visited the San Diego Natural History Museum or have not visited there recently, their main reasons for not making the visit were:

"I’ve visited so many with schools. With schools you go to the Natural History Museum. I think I grew out of it earlier."

"I just find the subject boring."

"I think it’s the parking because every time I go there, you have a real hard time looking for a parking spot."

Also, they mentioned that the Natural History Museum did not advertise itself, and many people are not aware of its existence.

"People not being aware of it existing is the major issue. They just don’t advertise."

Overall, the respondents agreed that the major obstacles in making a visit to the Museum are transportation and parking.

The respondents were asked about the importance of the Museum’s focus on the regional ecosystem. A majority of the respondents felt that the regional focus was important and said the following:

"I would think it’s very important because as far as like way back when, when California started, that was information to me in elementary school. Panning for gold and all that stuff, it’s informational."

"I think it’s pretty important to know the history surrounding us. As a biologist who knows that we introduce new species into the environment that are probably taking over now and so it’s really important to know what’s needed and what’s not."

"It’s important just to learn how to appreciate things. That they are seeing something special. Or just off the coast here, you have a trench that is two miles deep. Those things are not easily seen on a day to day basis, you don’t learn to appreciate them."

Some of the benefits of going to the San Diego Natural History Museum mentioned by the respondents were:

  • Education
  • Learning history

"Learn about the history of San Diego itself. You live here and you know the history of it."

Respondents were asked to give their opinion on availability of the information in both English and Spanish. All respondents shared the idea that there should be other languages available, such as Chinese. The common consensus among the group was that the bilingual materials can only help to motivate more visitors.

"I personally would like to see Chinese, but I understand that this is a mostly Hispanic Latino area. However, if I only see information on English, or if I see Spanish only, I get a little discouraged."

"I think it would be nice, well the younger generation has no problem, but if you bring your parent or your grandparent, I think it would be nice because something that you can explain it to them."

"When we went somewhere in Hawaii, it was in Chinese, Spanish, and Japanese. It was really nice to see that."

Respondents were asked to evaluate the current exhibits at the San Diego Natural History Museum. There reactions to the exhibit were:

Monarca: Butterfly Beyond Boundaries
Monarca was received favorably by respondents. Most thought that the butterfly exhibits were interesting, while only a few had no particular interest in that exhibit. Also, the translations of materials were issues.

"To me it’s captivating because the Monarch butterfly represents something that I want to see. Because they migrate in huge numbers and I would like to see the natural progression. I think it’s interesting."

"If you have a membership to the San Diego Zoo, you can take your kids to go to those exhibits and there is more information. You can see all kinds of things, not just the Monarchs. Yes, it’s regional, but it’s not captivating."

Natural Treasures: Past and Present
A majority of the respondents said that this exhibit was interesting to them. They were especially interested in learning about the natural history of San Diego. Also, some of the respondents were interested in seeing live rattlesnakes under the safe viewing environment.

"I’m interested in fossils."

"It’s very interesting. Talk about the treasures, the San Diego Society of Natural History."

"I don’t like snakes, but it’s interesting. I would want to know what this is."

Desert and Sea: Visions of Baja California
All respondents were deeply interested in and favored this exhibit. They were fascinated by the artistic photography in this exhibit.

"I like that. I’d be interested in seeing this."

"This is going to be really good. I’m a photography fanatic. It makes me want to go in."

"I plan on visiting, but definitely after hearing about exhibits. From an artistic standpoint, I like to look at different types of photography and how they connect the different climate of the history behind it. That’s very intriguing to me."

Respondents were, also, asked to evaluate the upcoming exhibits at the San Diego Natural History Museum. Their reactions to the exhibits were:

Nature & Eye
Most respondents were interested in seeing this exhibit. They said that an exhibit like this one is engaging and good for the community.

"It sounds good. We did have this last year with people bringing in old pictures and entered them in a contest. Every time people came in, they looked at the pictures and it was very interesting. People would stay for a half hour looking."

"It’s very engaging and it sounds good for the community. Everybody is invited to submit pictures."

"We actually see the world as youths see it. Black and white is an interesting way to see things as well as color. Different people have different perspectives."

T. Rex on Trial
Most respondents agreed that this exhibit was best suited for the children. None of the respondents mentioned that this exhibit was suited for the adults.

"I think it will be fun for the kids. Kids like to do something like that, it’s like take your kid to work day."

"It sounds like something fun for the kids."

"My kids like dinosaurs, they would like this."

Rare Places in a Rare Light: The Wildlands Photography of Robert Turner
A few respondents knew of Robert Turner and were intrigued with his work. A majority of the respondents showed interested in this exhibit.

"I know his work. I’ve seen his work before. I think it’s very intriguing to see because I also do photography and I would like to see it. This is something I would like to see a perspective on."

"I saw his work a couple of months ago at a gallery. I am definitely interested."

"I’m interested in photos. This exhibit piques my interest."

After the Dinosaurs: When Crocodiles Ruled
There was a mixed review on this exhibit among the respondents. Some felt that the exhibits showing giant snakes and other reptiles were interesting. Others could not find the correlation between San Diego and the crocodiles.

"Oh, yeah. Totally. The snake is over 40 feet long. I’ve never seen one that long. It’s longer than this room."

"What does this have to do with San Diego natural history? I don’t see the connection."

"If this were like Miami, Florida or something, I would understand, but we are in San Diego. I can’t see the correlation."

Respondents said that they were not aware of the programs and services available at the San Diego Natural History Museum. However, after finding out about the details of the exhibits, they said that they were motivated to visit the Museum.

"I think it’s great, but personally, I don’t see how you get this information. If I don’t go out of my way to get it, it’s not available. So billboards, how many billboards do you see about the Zoo or Wild Animal Park?"

"Unless you have information available, it’s not going to motivate you to go. You need to spark interest."

"The people actually working at the Museum, especially in the PR department, they don’t really try that hard as compared to Sea World, the Zoo, Wild Animal Park."

"The exhibits are great. They will definitely motivate me to visit the Museum."

Respondents were impressed with the detailed information about the programs offered at the San Diego Natural History Museum. They found it informative and an encouraging source to visit the Museum.

"I’m very impressed. I didn’t know something like this existed."

First, respondents were asked to give their evaluation on adult classes and field trips mentioned in the program booklet. Most respondents did not find anything interesting about the programs except for the field trips.

"It’s a good idea. I’d probably go to the trip."

"Well the trip is interesting."

Secondly, respondents were asked to evaluate another program called "Overnight Expedition." Most respondents liked this program. They felt that it was a good program offered at the Museum.

"I like it. I think it’s fascinating."

"I remember seeing something like this in Santa Barbara. I would like to try it."

Thirdly, they evaluated the membership benefits section. A majority of the respondents felt that the program had many features they could enjoy and would encourage museum membership. Some respondents, though, said that the Museum should concentrate on attracting the return visitors.

"Not only do you get to do these things, but there are also other incentives in the membership too that I’m sure we’re not seeing right here. You feel included."

"It’s great. This is the very same thing that an amateur wouldn’t go out and find. These are some of the things, what do you think of these kinds of things. This is what I’m looking for, having it available to me, there’s a lot of choices, hey look at that. That’s a weekend vacation right there."

"If I like the museum or if I like the exhibit, it would be more of the motivational factor. If I want to make a return trip for a different exhibit, I might join as a member if I like what they are doing."

Respondents, overall, were most favorable towards the "Whale Watching Adventure." A majority of the respondents were fond of this program and mentioned that they would like to try it in the future. The only drawback on this program is that most respondents did not have enough free time to actually enjoy the program.

"I think it’s great for other people who are retired and like to travel within California. I would do this with my husband when we retire. I think these are great tours. I think they would be great when we got older."

"Very interesting. The only regret here is I don’t have the time. These are great topics of interest, but I don’t have time. You have to be independently rich."

"We don’t have time now but it’s nice to know that it’s available."

"Nature Watch" was the last adult-oriented program that the respondents were asked to evaluate. They were asked to give their opinion on the large-format theater showcases called "Ocean Oasis" and "On the Wings of the Monarch." Many respondents were interested in visiting the San Diego Natural History Museum to experience the theater.

"I’m a diver, and it really piques my interest."

"I would actually visit because the showcases really sparked my interest."

"I have seen On the Wings of the Monarch. It’s very good. It’s huge and it has a really good perspective. I’d definitely go to the Museum to experience the theater."

Lastly, the respondents evaluated the children’s interactive program offered at the San Diego Natural History Museum. They were interested the program for their children. They liked the fact that the kids can have the hands-on experience with this program.

"I think it’s great. Kids want to do things and this is great. The hands-on, they can bang on it; it’s an experience for them. Kids need to experience things."

"I have two children. They are teenagers, but I have a niece and nephew and they are always interested in something. So I’m sure they would like a lot of these things. I would definitely take them."

"Like everything you have here, it’s very interesting."

After reviewing current and upcoming exhibits and the programs offered at the San Diego Natural History Museum, all respondents said that the programs and the exhibits would motivate them to visit the Museum. They were very interested in the exhibits, as well as the programs and services.

"I’ll fill out my name and address and phone number and you can send me the information. I definitely will make a visit and depending on how I feel about it."

"It’s nice to know that there’s a place that you can take relatives. Sea World is the only place that we take relatives when they come over. It’s good to know that there is a place where you can take them other than Sea World."

Respondents were asked to give their opinion on the things that San Diego Natural History Museum could do to attract more visitors. Many respondents expressed the need for more advertisements to show the exhibits and the programs and services. They also mentioned the need for a greater variety of promotions.

"There are two types of visitors, local and tourists. For tourists, maybe you should go to some travel agencies, send brochures to hotels and let them know that there is an attraction besides Sea World and the Zoo in San Diego. For local people, reach them by newspaper, radio."

"There is definitely a need for ethnic marketing. I think a press release and also some kind of interviews on TV. Maybe do some marketing at the colleges. Students are there to learn and whatever major the students have, this may or may not benefit them, but it may give them something to do."

"Advertise at the Chinese market, the seafood market, give them fliers."

"I would think that sometimes a promotion in the workplace would be good. Probably have representatives make appointments to talk to leadership people in corporate American in San Diego and maybe have a corporate sponsorship or something."

"I really agree with the corporate sponsorship. Do a promotion and advertisement. I think that corporate and local, ethnic advertisement in different languages would help. With corporate America, try to get them to sponsor and get people to go. Let them know that this is available."

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