Collaborating with Neighbors to Build Community

Museums play a unique role in their communities, not just as cultural and educational hubs, but also as valuable partners in building a more connected, vibrant town. When museums collaborate with their neighboring businesses and organizations, they create opportunities to borrow audiences and foster a sense of shared community. Here are some practical strategies museums can use to partner with local neighbors, promote each other’s events, and encourage community engagement.

1. Create Cross-Promotional Programs

One of the easiest ways to share audiences with neighboring businesses is to create cross-promotional programs. This could involve offering joint discounts with nearby restaurants, cafes, or shops for visitors who present a museum ticket or membership card. For example, visitors to your museum could enjoy a 10% discount at a local bookstore or coffee shop. In return, those businesses could hand out flyers for upcoming exhibits or events at the museum, encouraging their customers to stop by.

Pro Tip: Consider working with partners who share a similar target audience. If your museum often welcomes families, partnering with a nearby children’s theater or family-friendly restaurant could be especially effective.

2. Partner on Events and Festivals

Collaborating on events is another way to bring the community together and share audiences. Partner with local businesses and organizations to co-host festivals, markets, or holiday celebrations. For example, if there’s an annual street fair in town, consider setting up a pop-up exhibit or organizing interactive art activities for kids. Maybe you could sponosor a local little league team or host the Scout troop for an event where they earn a badge.

Additionally, teaming up for themed events can amplify your reach. Host a history-themed pub crawl in collaboration with local breweries, or organize a progressive dinner where each course takes place in a different historic site or cultural institution.

3. Create "Museum Trails," Walking Tours, or Local Culture Passports

Collaborate with other cultural institutions in town to create a "museum trail" or local culture passport that encourages people to explore multiple places in a day or over the course of a weekend. Participants who collect stamps or check-ins at all the listed locations could earn a prize or discount, helping drive traffic to each participating site.

If your museum already offers walking tours, like a ghost tour or an audio tour around town, use those as anchors for a larger community experience. For example, a ghost tour could partner with nearby historic sites or local businesses that have intriguing backstories or folklore to share. An audio tour around town could highlight stops at partner locations, such as local shops, cafes, or landmarks that tie into the theme. This expands the tour’s appeal while connecting visitors to other aspects of the town’s history and culture.

Tip for Success: Integrate themed stops that add a unique local touch, such as a story about a famous town resident at the nearby park, or an "off-the-beaten-path" shop included as a tour stop for some behind-the-scenes history.

4. Collaborate with Local Schools and Colleges

Museums have a special opportunity to enrich local education by collaborating with schools and colleges. Work with teachers and administrators to design field trips, after-school programs, or joint projects. You might even consider organizing a "Museum Day" for local students, where admission is free and local businesses offer deals for families.

You could also provide educational resources or host talks and workshops featuring local experts to support classroom learning. By positioning your museum as an active partner in education, you not only help attract students and their families, but you also build goodwill in the community.

It is getting harder and harder for schools to find time in their curriculum or the funds for transportation for field trips. Offer to come speak to classes and bring a “Museum Day” to them.

5. Involve Your Museum in Community Projects

Contributing to local community projects is a powerful way to show your museum’s commitment to the town. Consider participating in community clean-ups, food drives, or park beautification efforts. Offering your museum as a venue for local meetings, workshops, or charity events can also be a great way to bring people in who may not usually visit. Two historic houses near me host the monthly Daughters of the American Revolution meetings. In return, the DAR members organize speakers for talks at the museum as a free event for the community.

Being an active participant in the community fosters strong relationships and shows that your museum values its neighbors. When people see your museum making a difference, they are more likely to support your institution in return.

6. Feature Local Artists and Creators

A great way to build partnerships is by giving local artists and creators a platform. Host exhibits that feature local art, artisans, or even a makers' market. You can also collaborate with local authors for book signings or literary events. The more your museum can act as a gathering space for local talent, the more you can engage new audiences.

In addition, if you have a café or gift shop, consider stocking products made by local artists and artisans. This not only supports the local economy but also gives visitors a reason to come back even after they’ve explored the exhibits.

7. Use Social Media to Cross-Promote

Don’t forget the power of social media! Partner with your neighboring businesses to promote each other’s events and special offerings. For instance, you can share a "local spotlight" series on your museum’s social media channels, featuring one of your neighborhood partners each week. In return, encourage your partners to do the same for you.

Cross-promotion on social media not only helps grow your digital presence but also shows the community that your museum is a friendly neighbor committed to supporting local businesses.

8. Advocate for Each Other

Supporting local businesses goes beyond just sharing audiences—it’s about standing together to advocate for your community. Whether it’s petitioning for funding for the arts, promoting sustainability initiatives, or helping to preserve historic sites, museums and local businesses can join forces to make their voices heard.

Being an advocate for community initiatives strengthens partnerships and positions your museum as a leader in the town's cultural and social fabric. When your neighbors see you supporting them, they’ll be more likely to support your efforts too.

Collaboration can bring museums and their neighbors closer, creating a more vibrant, engaged community. By forming partnerships with local businesses, cultural institutions, and schools, museums can find creative ways to share audiences and encourage cross-promotion. As these relationships grow, the whole town benefits from a stronger sense of connection and a flourishing cultural landscape.

Do you have other ideas you’d like to share? Come join the Love my Museum Facebook group to share and get more ideas from other museum professionals!