California Association of Museums

CAM e-News Monthly Museum Poll

August 2007 Museum Poll Recap: Museum Programs and Latino Audiences

On July 29, 2007, the San Jose Mercury News wrote that "for the first time in modern history, most of the babies being born in California are Latino" with Latina mothers giving birth to 51.5 percent of all babies born in 2005 (see http://www.mercurynews.com/search/ci_6492635). The author claims that these newborns "are the leading edge of a Latino demographic surge that will remake the state in unknown ways during the coming decades."

In August, CAM asked CAM e-News subscribers if their museums were planning to offer programs in the next five years specifically for Latino audiences. Over two-thirds of respondents (69.6%) claimed that their museums will be hosting such programs, explaining that Latinos are a part of their communities and an audience they would like to attract. Meanwhile over a quarter (26.1%) of California museums are not planning to develop programs specifically for Latino audiences because they believe their museums serve the population as a whole (as opposed to a certain cultural group) or because they are an ethnic-specific museum other than Latino. Here are some of the responses: Will your museum offer programs in the next five years specifically for Latino audiences?

"As the face of California changes, we are embracing these changes with programs and exhibits to welcome these families." -- Lorraine Yglesias, Sr. Marketing Manager, Diversity, Monterey Bay Aquarium

"Even though [Latinos] represent a significant portion of the local population, our museum does not see them comfortably participating as either visitors or members." -- Anonymous

"It is a significant part of our community and an audience that is important to us. Their history is an integral part of our community history and we want and need their involvement in all aspects of our operations." -- Anonymous

"As a Museum whose mission is to teach about the history of the automobile especially as it pertains to the city of Los Angeles, we would be ignoring a huge segment of the city's inhabitants by not offering programs specifically for Latino audiences." -- Meg Ford, Grant Development Coordinator, Petersen Automotive Museum

"We have already identified a large portion of the demographics of our audience as Latino. In the last 2 years we have presented 2 Latino themed art exhibitions. Both were well received and expanded the audience's awareness of Latino artists while showcasing their talent." -- Anonymous

Thank you to the respondents for sharing their museums' plans with CAM.


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