2024 Opening Minds to Science - Saint Louis Science Center

2024 OPENING MINDS TO SCIENCE

The Saint Louis Science Center’s Report to the Community

“Just thank you all for making such an amazing place for kids and adults!”

Science Center Visitor | February 2024

“This place is wonderful. We have come here ever since being kids ourselves and it is great to bring our son now!”

Science Center Visitor | February 2024

“ I’ve come since I was a kid and the Science Center is still fresh and cool. Love the new exhibits.”

Science Center Visitor | October 2024

“My son really loved that he was able to see SUE in Chicago last year and he got to see her again in his home city of St. Louis.”

“ Love the SciFest events to showcase other local educational and learning experiences. We love the OMNIMAX f ilms. As members, we use our ASTC reciprocity every year as we travel. We love this perk!!! And we love our Science Center.”

Science Center Visitor | April 2024

Science Center Visitor | June 2024

“I enjoy how there always seems to be something new and I’m always finding out about more things.”

Science Center Visitor | November 2024

“ The center can bring one to a mental place of scienti f ic appreciation. Some exhibits inspire creativity, helping us to see new angles on what’s possible. I really liked the circular ping pong.”

Science Center Visitor | July 2024

“ My kids had a great time and there was something for all their ages.”

Science Center Visitor | January 2024

From the President and Chief Executive Officer

R AY VANDIVER

Dear Friends of the Saint Louis Science Center,

It is my pleasure to introduce the eleventh edition of Opening Minds to Science – The Saint Louis Science Center’s Report to the Community, 2024. The Science Center is a STEM-driven community institution, and this deep knowledge of our community and our guests is key to understanding the ways we can engage various audiences as we work to inspire everyone to be curious and engaged in science.

This report shines the spotlight on key findings from our 2024 audience research work, including an overview of our general public visitation demographics, guest satisfaction ratings, and a look at how evaluation informs the development and review of our exhibit galleries and educational programs.

This year, we highlight evaluation work that is helping shape the development of new exhibits in our GROW gallery, feedback from teachers about planning field trips to the Science Center, and insights about what interests St. Louis-area residents when it comes to programs and events aimed specifically for adult audiences.

I hope this report provides useful insights into the people we serve – both within our walls and throughout our community. As a science-forward organization, learning from our audiences and sharing that knowledge is invaluable and just one way we express the Science Center values of being inclusive and welcoming to all and community focused

Sincerely,

TABL E OF CON T ENTS

Our Data

Why is this work important?

How do we learn about our audiences? 4

People Ser ved

How many people does the Saint Louis Science Center reach? 5

General Public Audience Profile

Who are our visitors?

Why do people visit the Science Center?

What do guests do during their visit?

Guest Satisfac tion

How do visitors rate their Science Center experience?

E xhibit Evaluation

Front-End Evaluation of GROW Gallery Updates

How does evaluation inform the development of new exhibits?

Program Evaluation

Needs Assessment for Field Trip Planning

6

10

1

2

How does educator input shape field trip offerings? 14

Program Evaluation

Front-End Evaluation for Adult Programming

What types of programming for adults are of interest to area residents?

Co-Authors:

OU R DATA

W hy is this work impor tant ?

How do we learn about our audiences?

Our audiences and their experiences are central to everything we do at the Saint Louis Science Center. We use audience research and evaluation to better understand our visitors and their experiences with Science Center offerings. This helps the Science Center team make informed decisions in the planning and review of exhibits, programs, and operations. This work is done following best practices in the field of visitor studies.

Data presented in this repor t were sys tematically collected and analyzed through a variety of s tudies, including:

Exit Surveys of adult, general public guests that provide key information, including demographics, visitation patterns, and measures of satisfaction. The Science Center is one of more than 30 science museums and over 90 art museums across North America participating in the Collaboration for Ongoing Visitor Experience Studies (COVES) where all participating institutions collect comparative visitor data through a common exit survey. COVES is managed by the Research & Evaluation team at the Museum of Science, Boston.

Exhibit Evaluation Studies, in which the visitor input, collected through tools such as interviews and drawings, is used to inform the design and development of new interactive exhibits. In 2024, we conducted front-end evaluation to support the development of new exhibits for our GROW gallery.

Program Evaluation Studies, in which stakeholder feedback, provided through tools such as surveys, is used in the design and refinement of educational programs. In this report, we highlight feedback we collected from teachers to help us improve the field trip experience.

Online Community Surveys where members of the public provide feedback on various topics. In 2024, this included local residents’ interests in Science Center programs and events designed specifically for adult audiences.

Some of the data that are used in this publication were made available through the Collaboration for Ongoing Visitor Experience Studies (COVES). Neither the Museum of Science (Boston) staff nor COVES bear any responsibility for the results or conclusions presented here.

PEOPLE SERVED

How many people does the Saint Louis Science Center reach?

The Saint Louis Science Center monitors daily attendance through the use of onsite door counters and by tracking attendance at of fsite programs.

In 2024, the Science Center reached 637,463 people. The vast majority, 97% (618,888 people), were onsite visitors. The remaining 3%, (18,575 people), experienced educational programs and community outreach activities at offsite locations such as schools and community events.

Throughout 2024, the Science Center’s regular operating schedule was five days per week (Thursday – Monday), as it has been since June 2020.

The number of People Served annually has been steadily increasing since 2020. Compared to recent years, the total People Served in 2024 was:

• 113% of the People Served in 2023,

• 129% of the People Served in 2022,

• 168% of People Served in 2021,

• 259% of People Served in 2020, (when the Science Center was closed for three months due to the pandemic), and

• 61% of People Served in 2019, prior to the pandemic.

637,463

People Ser ved in 2024

GENERAL PUBLIC AUDIENCE PROFILE

Who are our visitors?

Every month, a randomized sample of our adult, general public guests are invited to participate in a survey at the end of their visit. These surveys provide key information on demographics and visitation patterns. In 2024, we surveyed a statistically valid sample of 958 visitors.

General Public Visitors’ Residence

Respondents represented 38 states, plus several countries. The majority of them (63%) reside in the Metro St. Louis area, including St. Louis City, St. Louis County, and the surrounding Metro area counties in Missouri and Illinois.

First Time vs. Repeat Visitors

Nearly four-fif ths of general public visitors were repeat visitors. On average, these repeat visitors came to the Science Center 2.5 times during the previous 12 months.

How of ten do repeat visitors come to the Science Center?

Science Center Membership Status

Most general public visitors were not current Science Center members. Members, however, visit more often: Repeat visitors who are members come an average of 6.0 times per year, while those who are not members visit an average of 1.7 times per year.

GENERAL PUBLIC AUDIENCE PROFILE

Visiting Group Type and Age Ranges

Although the majority of adults visited in groups that included children, nearly one-quarter visited in adult-only groups. Most adults in groups with children were age 25-44, while most adults in adult-only groups were age 18-34.

The typical group with children consisted of two adults and two children. Of all the children represented in these groups, 25% were age 0-3, 34% were age 4-7, 29% were age 8-12, and 12% were age 13-17.

Guests in adult-only groups typically come in groups of two; however, some visit in larger groups and others visit by themselves.

Highest Level of Education Completed

The Science Center’s adult, general public visitors tend to be fairly well-educated, with over two-thirds holding at least a college degree.

Visitors from the St. Louis Metro Area

The distribution of the racial identities of Science Center guests who reside in the St. Louis area (St. Louis City, St. Louis County, and the surrounding Metro area counties in Missouri and Illinois) is somewhat similar to the 2023 US Census Bureau data for the St. Louis Metro area (the most recent data available); however, among these local visitors, more identified as multi-racial and fewer identified as White.

GENERAL PUBLIC AUDIENCE PROFILE

Why do people visit the Science Center?

Primary Reason for Visiting

As part of the exit survey, respondents selected up to two primary reasons for visiting from a list of nine options. Year after year, the most commonly selected reason for visiting the Science Center was for the social experience of spending time with others in their group.

2024 – Primary Reason for Visiting Today

To spend time together as a group/family

For fun/entertainment for group members/children

To see a specific exhibit, program, or show

For an educational experience for group members/children

For fun/entertainment for myself

Something to do while visiting the area

To support the Science Center

Motivations differed by group type:

Of those who selected, “To see a specific exhibit, program, or show,” they most commonly indicated that the free exhibit galleries/activities (36%), the special exhibition (SUE: The T.rex Experience) (30%), or an OMNIMAX® film (25%) was what they came to see.

People visiting in groups that included children appeared to be primarily motivated by others in their group, most commonly citing spending time together as a group/family (50%) and fun/entertainment for others in their group (39%).

Those visiting in adult-only groups were motivated by a range of things, with nearly one-third (32%) citing spending time with others in their group, 31% selecting fun/ entertainment for myself, and 28% choosing to see a specific exhibit, program, or show.

GENERAL PUBLIC AUDIENCE PROFILE

What do guests do during their visit?

Areas Visited

Most guests spent time in the free galleries The ExploreStore gif t shop and The Lof t snack shop were the most heavily visited revenue producing areas.

Free galleries and activities

ExploreStore gif t shop

The Loft (2nd floor snack shop)

Food court (near main lobby)

OMNIMAX® Film

Planetarium Gif t Shop

Discovery Room

Planetarium Star Show

Pulseworks/360/VR Flight Simulators

*SUE: The T. Rex Experience Special Exhibition

Participated in a Paid Educational Program (e.g. Preschool ScienceSeries)

^Ate at the GROW Grill (food service area in GROW)

Percentages shown for all items are based on the full year.

*The special exhibition, SUE: The T. rex Experience, was open June 8 – September 15, 2024.

^The GROW Grill was open during the summer, Friday-Sunday only, weather permitting.

How long do visitors stay at the Science Center?

In 2024, visitors’ median length of stay was 2 hours, 22 minutes.

and Activity Areas Visited

Exit survey respondents identified which galleries they spent time in during their visit. Earth Science, home to the Science Center’s iconic animatronic T.rex, was the most heavily visited, followed by GameXPloration, Experience Energy, and Inside the Vault

GUEST SATISFACTION

How do visitors rate their Science Center experience?

The Science Center’s exit surveys, which use a common set of questions from the multi-institutional Collaboration for Ongoing Visitor Experience Studies (COVES), provide two broad measures of satisfaction: the Overall Experience Rating (OER) and the Net Promoter Score (NPS®).

Overall Experience Rating (OER)

The Overall Experience Rating (OER), which measures satisfaction with the visit experience, was developed and tested by the Smithsonian Institution. Many cultural institutions have since adopted it and it is included on the COVES exit survey. The OER asks respondents to rate their visit as “Poor,” “Fair,” “Good,” “Excellent,” or “Oustanding.” By providing an option that exceeds “Excellent,” the OER scale allows for greater differentiation about visit satisfaction than other measures. Guests are also invited to provide a comment to explain their rating.

"Please rate your overall experience for this visit to the Saint Louis Science Center."

In 2024, 93% of respondents rated their Science Center experience as “Excellent” or “Outstanding,” suggesting a very high level of satisfaction with their visit. The Science Center’s OER ratings compare favorably to the OER ratings across the aggregate of the over 30 science museums participating in COVES.

“We loved absolutely every exhibit here at the Science Center…my kids enjoyed all the different things they could touch and play with while learning new things.”

Science Center Visitor | January 2024

“SciFest was SO FUN! I loved walking around and looking at and talking to all the different vendors! The Science Center never gets old, but SciFest always adds a little extra fun!”

Science Center Visitor | July 2024

“We went to the Discovery Room for the first time. It was amazing! My kids had a blast. We just became members, so it was free, which was a fantastic deal, considering how much fun they had. We are definitely going to come back and visit the Discovery Room again. We also went to the Sue Experience exhibit—my son loves dinosaurs—and had a great time. The guide was very enthusiastic and very engaging. We will be back soon!”

Science Center Visitor | June 2024

GUEST SATISFACTION

Net Promoter Score (NPS®)

The Net Promoter Score (NPS), which asks guests how likely they would be to recommend visiting the Science Center, is a question used in a variety of service industries. In addition to providing a rating, respondents are invited to provide a comment to explain their rating.

On a scale of 0 – “Not at all likely” to recommend to 10 – “Extremely likely” to recommend, those who provide a rating of ‘9’ or ‘10’ are considered “Promoters,” those giving a rating of ‘7’ or ‘8’ are considered “Passives,” and those whose rating is ‘6’ or lower are considered “Detractors.” The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters; therefore the NPS can range from -100 to 100.

In 2024, the Science Center’s NPS was 82.8, which is the highest year-end NPS the Science Center has had and indicates a very high level of satisfaction. For comparison, the aggregate NPS for science museums participating in COVES was 71.6.

“I loved seeing how the fossils are found and put back together slowly. Plus seeing the Vault [exhibit] and the Planetarium was amazing.”

Science Center Visitor | May 2024

“This place has a vast amount of activities to participate in. The staff is very friendly and insightful.”

Science Center Visitor | January 2024

“Wonderful interaction. Lots of different opportunities to reach a multitude of personalities. Something for everyoneincluding adults.”

Science Center Visitor | June 2024

0

82.8

Science Center’s NPS in 2024

“We enjoy the OMNIMAX shows and the Planetarium shows. We also REALLY like the new Inside the Vault exhibit.”

Science Center Visitor | March 2024

“So many things for kids and adults to explore. My family and I absolutely love the Science Center.”

Science Center Visitor | April 2024

“It’s a free opportunity to get my son interested in science and technology. Other cities make you pay for experiencing this type of atmosphere.”

Science Center Visitor | June 2024

E XHIBIT E VALUAT ION

FRONT-END E VALUATION OF GROW GALLERY UPDATES

How does evaluation inform the development of new exhibits?

In front-end evaluation, we learn about what audiences know, are interested in, or have questions about on a certain topic. In the Fall of both 2023 and 2024, we gathered data from visitors and internal stakeholders as part of the process to revamp a portion of the outdoor GROW gallery. First, a short-form interview was paired with a “Draw Your Dream GROW Exhibit” prompt to learn what visitors envisioned. Later, we used these data during an internal brainstorming session to further design an update to this particular area of GROW

To start laying the groundwork for redeveloping the “Homegrown” area within GROW, the Research & Evaluation team collected 36 interviews and 30 drawings with follow-up interviews from children and adults. These data were combined with the findings from an internal brainstorming session with 20 Science Center staff and volunteers to begin imagining what the redesigned exhibit could become.

Development of Learning Objectives

We asked the 56% of respondents who said they don’t grow any plants at home to explain why. People responded that they felt like they didn’t have space (25%) or a green thumb (25%). The Science Center team took this as a challenge: to educate visitors on how to grow things like fruits and vegetables in small spaces, such as balconies.

From the visitor interviews, the team also identified that the GROW gallery, as an outdoor space, is valuable. For those who do not have readily accessible outdoor or natural spaces, GROW is a special and unique experience. Updating the “Homegrown” area became a prime opportunity to give visitors the confidence to try growing plants themselves and to feel knowledgeable about various topics such as seed packets, growing zones, and soil health.

Do you grow plants at home?

E XHIBIT E VALUAT ION

Designing the Experience

Visitors, especially children, drew natural elements in their dream GROW exhibit. Everything, including large trees, exotic flowers, and large ponds showcased visitors’ interest in keeping natural elements in the redesigned space.

During the internal brainstorming session, the team identified a need for nature experiences to provide a sense of calm or relaxation. Visitors also wanted the new exhibit to include all they expect from a Science Center experience – something that is hands-on, educational, and fun.

Examples of themes from visitor drawings:

53% - Plants, trees, natural elements

47% - Large playground pieces

Implications and Next Steps

31% - Space for fun and play

22% - Hands-on or interactive elements

Having access to an outdoor exhibit space provides the opportunity to have experiences that are more unique than are typically available in an indoor museum environment. Visitors value these opportunities to be hands-on with the content and activities that are unique to GROW, especially the exposure to nature, “messy” science, and big play. As the development process continues, we will use formative evaluation to test interactive exhibit concepts with visitors and a new experience will “grow.”

P ROGRAM E VA LUAT ION

NEEDS ASSESSMENT FOR FIELD TRIP PLANNING

How does educator input shape field trip offerings?

In Spring 2024, 99 Pre-K–12 teachers responded to an online survey about field trip planning. The primary purpose of this study was to inform changes to how the Science Center supports on-site field trips. The survey covered a range of topics, including important aspects of a field trip, influences on field trip planning, and interest in both facilitated paid programs and free downloadable Experience Guides.

What makes for a great field trip experience?

Respondents described many things that make for a great field trip experience, which were coded into 15 different categories, with hands-on/interactive experiences being mentioned most often.

What makes for a great field trip experience?

Top 5 Response Categories

Responses coded into multiple categories. Total exceeds 100%.

Hands-on/Interactive experiences

Focused engagement for students

to their personal lives, something they don’t experience every day and that gets them curious.”

Early Elementary Teacher

Challenges

Teachers also shared some of the challenges they face in planning field trips. Many respondents who teach in public schools described di culties they encounter related to funding for both transportation and paid o erings.

“Teaching in a low-income district, we cannot pay for the students to get the extra things offered. Some sort of scholarship for the students to be able to attend the extra things [would help]. Many of my students had never gone to the Science Center. I would love to be able to afford the extras that are put on by the Science Center.”

Upper School Teacher

“We are a district that doesn't have access to buses, so it is more costly for us to go on field trips.”

Middle School Teacher

“The OMNIMAX tickets do add up along with the bus. Depending upon the teacher and their community resources, costs can be a factor. We do appreciate that the Science Center is free.”

Upper School Teacher

P ROGRAM E VA LUAT ION

What things most influence field trip planning?

Teachers told us that the content and interactivity had the highest influence on their planning, followed by availability of funds.

To what degree do each of the following influence your field trip planning?

Interest in Facilitated, Paid Programs

While interest in facilitated, paid programs was generally high, there were differences between teachers from public schools and private, religious/parochial schools, suggesting that respondents from public schools face more challenges in securing funding for paid offerings.

of public school teachers were Moderately or Extremely Interested in facilitated, paid programs.

75%

60% of private, religious/parochial school teachers were Moderately or Extremely Interested in

Teachers expressed interest in a wide range of topics for facilitated programs. The topics they mentioned most of ten were: Biology/Biochemistry/Agriculture (81%), Earth Science/Weather/Climate/Ecology (78%), and Physics/Energy (64%).

Interest in “Experience Guides”

Respondents were asked about their likelihood of using newly developed “experience guides.” These guides were described as tools with grade-level-specific activity suggestions, connected to standards, and tied to different galleries. They would be available as a free download from the Science Center’s website or emailed to groups that make field trip reservations.

Interest in the guides was high, with 84% indicating they would be likely to use the guides as part of planning their field trip and 77% indicating they would be likely to use the guides during their field trip.

The top ways teachers anticipated using the guides for planning were: 1) planning for activities during a field trip (45%), 2) pre-visit lessons/activities (23%), and 3) preparing students for the trip (17%).

The top ways teachers anticipated using the guides during a field trip included were: 1) activities for students (40%), 2) information for chaperones (17%), and 3) to highlight specific content (17%).

slsc.org/visit/groups-field-trips/field-trip-packages/

PROGRAM E VALUAT ION

FRONT-END EVALUATION FOR ADULT PROGRAMMING

What types of programming for adults are of interest to area residents?

Our Awareness and Perceptions study is an annual online survey distributed to a broad cross-section of St. Louis area residents in order to gain insight from a wider range of respondents than are typically able to respond to our surveys. In late 2024, 574 people completed the survey, which included a section focused on what types of events designed specifically for adult audiences would be of interest to respondents.

In response to the question, “What types of Science Center programs or events for adults would you be interested in attending, either at the Science Center or out in the community?” respondents provided a wide range of suggestions. Responses were coded on two levels: 1) Overarching focus of the comment and 2) Specific suggestion. Because some respondents provided multiple suggestions, or their suggestion touched on multiple aspects, each response was coded in up to four different sets of overarching and specific codes. A total of 686 suggestions were coded. The majority of respondents addressed program format and/or program content in their suggestions, but since “adults,” as a group, are far from monolithic, they expressed a wide rand of interests, which are highlighted here:

Format-Focused

Suggestions

Thirty percent of the respondents described the format of events they would enjoy. The top suggestions in this category were:

Content-Focused

Suggestions

Twenty-four percent the respondents described the format of events they would enjoy. The top suggestions in this category were:

Differences by Age

Broadly speaking, younger respondents were more drawn to events that are primarily a social experience that includes some science content, while older respondents expressed more interest in events that are primarily focused on the content and offer an explicit learning opportunity. Ultimately, a menu of different types of programs designed for different interests will ensure that the widest cross-section of adults feels there is something for them at the Saint Louis Science Center.

THANK YOU!

Through all of our evaluation studies, we collected over 3,780 points of data from our audiences in 2024!

Thank you to everyone who completed an exit survey, responded to an online survey request, participated in an interview, or provided feedback on a comment board or dot voting poll.

We hope you gained some new insight with this glimpse into our visitor studies work from 2024. These data help us better understand Science Center audiences, who they are, why they visit, what they do on-site, and what they want to experience in the future at the Science Center. Having this information helps ensure that the guest perspective informs our work as we continually seek to update and improve the Science Center experience.

Thank you to the visitors who come to explore galleries, experience McDonnell Planetarium Shows, watch films in the OMNIMAX® Theater, and join us for events. We hope your experiences have deepened your engagement with STEM content.

Thank you to the people who participate in Science Center programs both within our walls and out in the community. We value the opportunity to engage with you directly.

Finally, thank you to all our supporters. You are essential to fulfilling our mission to inspire everyone to be curious and engaged in science.