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March 28, 2016 AT 12:00 pm

Museums Lure A New Generation Of Patrons Through Their Stomachs

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Glowing sushi, edible smog, ancient beer and indigenous food are some of the the hot new edible experiences museums are starting to offer their patrons. via fastcodesign

At many museums—including the Field Museum—revenue is down, and of those who are visiting, young people are poorly represented. Museum members are growing older, but there’s hope: Millennials love experiences. And they love food.

According to research by Reach Advisors, which polled 7,500 culturally involved people in the Atlanta area back in 2011, the “Super Foodie” is the perfect demographic for museums to tap. They’re curious. They’re loyal. They love to cook and eat authentic foods. And they’re often under 40.

“Their strong interest in food does not get checked at the door when they visit museums,” wrote Reach senior consultant Susie Wilkening. “And Super Foodies are attuned to opportunities to learn about food, where it comes from, and how it reflects different cultures and the past.”

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