Man over manor


Faced with declining visitation, leaders at Thomas Jefferson’s Monticello wanted to gain a more in-depth understanding of the experience they offered.

To do so, SIR developed a survey that primarily asked opened-end questions, rather than simple ratings and forced-choices. This approach enabled past and prospective visitors to reflect on their motivations and experiences.

The takeaway? While Monticello’s architecture and beauty certainly captured visitors, gaining more knowledge and an intimate appreciation of Thomas Jefferson, the man, was typically the most rewarding part of the experience.

Armed with this insight, Monticello revamped its marketing efforts to feature Jefferson more prominently — driving visitation back up and solidifying its standing as one of the South’s preeminent historical museum experiences.

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