Preserving the real places and the real stories of Texas.

Real Places 2019: Understanding Potential Visitors

And How To Get Them Through The Door

Breakfast and General Session

Day/Time: Thursday, January 17, 8:15–9:15 a.m.
Location: Capitol Ballroom DE, 3rd Floor
Speakers: Colleen Dilenschneider, IMPACTS Research

More than 30 percent of people who express interest in visiting organizations such as museums and historic sites do not actually attend. What gives? In this keynote session, Colleen Dilenschneider of IMPACTS Research and author of the popular website, Know Your Own Bone, will dive into the data. These potential visitors represent a whopping 16 percent of the U.S. population and are more diverse than traditional attendees to museums and historic sites, representing a bridge to long-term diversity and inclusion within the sector. The session will share research regarding how these audiences think, behave, and make visitation decisions. Dilenschneider will outline four key strategies for effectively engaging these audiences so that your organization may create successful programs to attract new people now and build a bridge to engage diverse audiences long-term.


As chief market engagement officer at IMPACTS Research, Colleen Dilenschneider uses data to help cultural organizations maintain their relevance and secure long-term financial success. She is the author and publisher of the popular Know Your Own Bone website, a resource for cultural professionals that has been prominently featured in several national publications and is required reading for numerous graduate programs and conferences. She has been featured as an expert on audience behaviors at cultural institutions in outlets ranging from the American Alliance of Museums to NPR, and she conducts speaking engagements and workshops internationally. Dilenschneider graduated from the University of Chicago and received a master’s degree in Public Administration from the University of Southern California. She has also completed professional programs at the London School of Economics, Yale, and Harvard, and she serves on the board of directors of the National Aquarium.