2023 Opening Minds to Science
The Saint Louis Science Center’s Report to the Community
“This is an amazing place and it’s wonderful to bring my child where I went as a child.”
Science Center Guest March 2023
“Lots of variety. Exhibits were so fun that my daughter didn’t even realize she was learning things.”
Science Center Guest March 2023
“The science center has always been a part of my life and I think it is wonderful!!”
Science Center Guest May 2023
“Staff was very friendly and helpful, thank you so much for a great overall experience!”
Science Center Guest April 2023
“Thank you for providing such an amazing experience with the opportunity for people to participate free of charge. We had a wonderful experience and hope to be able to come back again.”
Science Center Guest December 2023
“Our local family have been annual members for over 20 years. We have visited the museum many times with children and nieces and nephews. We would recommend this to anyone visiting the St. Louis area. The activities helped inspire two of our children to seek careers in STEM related fields.”
Science Center Guest
December 2023
“Love this place. It makes science accessible to all.”
Science Center Guest
March 2023
“Excellent experience with great educational activities and exhibits.”
Science Center Guest
April 2023
From the President and Chief Executive Officer
Todd Bastean
Dear Friends of the Saint Louis Science Center,
I am pleased to introduce the tenth edition of Opening Minds to Science – The Saint Louis Science Center’s Report to the Community, 2023
This report shines the spotlight on key findings from our 2023 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 helped shape the development of new exhibits in our Life Science Lab and feedback from campers in the STEMtastic Camp, a summer camp program, facilitated by our Youth Exploring Science (YES) teens for the second time. We also share what we learned from a survey our Research & Evaluation team conducted about how people from across the St. Louis region feel the Science Center intersects with their community.
I hope this report provides useful insights into the guests we serve – both within our walls and throughout our St. Louis community. Sharing what we have learned from our audiences is one way in which we express our values of being inclusive and welcoming to all and community focused, while fulfilling our mission to inspire everyone to be curious and engaged in science.
Sincerely,
Co-Authors: Elisa Israel
Director of Research & Evaluation
Saint Louis Science Center
Rebecca Nall
Research & Evaluation Associate
Saint Louis Science Center
TABLE OF CONTENTS
Our Data
Why is this work important? How do we learn about our audiences?
People Served
How many people does the Saint Louis Science Center reach?
General Public Audience Profile
Who are our visitors?
Why do people visit the Science Center?
What do guests do during their visit?
Guest Satisfaction
How do guests rate their Science Center experience?
Exhibit Evaluation
Life Science Lab Atrium Renovation
How does evaluation inform the development of new exhibits?
Community Belonging and the Science Center
How do locals perceive the connection between their community and the Science Center?
Program Evaluation
STEMtastic Summer Camps
What did we learn about youths’ experiences in the STEMtastic program?
OUR DATA
Why is this work important? How do we learn about our audiences?
Our guests 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 guests 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 report were systematically collected and analyzed through a variety of studies, including:
Exit Surveys of adult, general public guests that provide key information including demographics, visitation patterns, and likelihood of recommending the Science Center. The Science Center is one of more than 30 science 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 feedback guests provide via interviews and by testing prototype exhibits are used to inform the design and development of new interactive exhibits. In 2023, we conducted both front-end and formative evaluation to support the development of new exhibits for our Life Science Lab
Program Evaluation Studies, in which the feedback participants provide through tools such as surveys and drawings are used to assess overall effectiveness of educational programs. In this report, we highlight evaluation of the STEMtastic summer camp program for students in the Riverview Gardens school district.
Online Community Surveys where members of the public provide feedback on various topics. In 2023, this included local residents’ perceptions of the Science Center, such as the Science Center’s connection to their community.
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 offsite programs.
563,318 People served in 2023
In 2023, the Science Center reached 563,318 people. The vast majority, 98% (549,941 people), were onsite visitors. The remaining 2% (13,377 people) experienced educational programs and community outreach activities at offsite locations such as schools and community events.
Throughout 2023, the Science Center’s regular operating schedule was five days per week (Thursday – Monday), as it has been since June 2020.
Compared to recent years, the total People Served in 2023 was 114% of the People Served in 2022, 148% of the People Served in 2021, 229% of People Served in 2020 (when the Science Center was closed for three months due to the pandemic), and 54% of People Served in 2019, prior to the pandemic.
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 2023, we surveyed a statistically valid sample of 1,166 guests.
GENERAL PUBLIC VISITORS’ RESIDENCE
Respondents represented 43 states, plus several countries. The majority of them (61%) 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
Over four-fifths of general public visitors were repeat visitors. On average, these repeat visitors came to the Science Center 2.0 times during the previous 12 months.
How often 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 4.5 times per year, while those who aren’t visit 1.6 times per year.
VISITING GROUP TYPE AND AGE RANGES
Although the majority of adults visited in groups that included children, over one-fifth visited in adult-only groups. Most adults in groups with children were age 25-44, while most adults in adultonly groups were age 18-34.
OVERALL GENERAL PUBLIC AUDIENCE RACIAL IDENTITY
White
African-American/Black
Asian/Pacific
Hispanic/Latino/a/x
American Indian/Alaska Native
Multi-racial
Other
The typical group with children consisted of two adults and two children. Of all the children represented in these groups, 24% were age 0-3, 32% were age 4-7, 33% were age 8-12, and 11% 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.
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 2022 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.
*The US Census tracks Hispanic/Latino/a/x data separately from race data; total exceeds 100% for the US Census data column.
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.
Why do people visit the Science Center?
PRIMARY REASON FOR VISITING
As part of the exit survey, respondents selected their two primary reasons for visiting from a list of nine options. The most commonly selected reason for visiting the Science Center was for the social experience of spending time with others in their group.
PRIMARY REASON FOR VISITING TODAY
(Respondents could select up to two options.
Total exceeds 100%)
To spend time together as a group/family
For fun/entertainment for group members/children
Something to do while visiting the area
For an educational experience for group members/children
For fun/entertainment for myself
To see a specific exhibit, program, or show
To relax or relieve stress For an educational experience for myself
support the Science Center
MOTIVATIONS DIFFERED BY GROUP TYPE
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 (49%) and fun/entertainment for others in their group (36%).
Of those who selected, “To see a specific exhibit, program, or show,” they most commonly indicated that an OMNIMAX® film (28%), the free exhibit galleries/activities (25%), or a special exhibition (Becoming Jane or Mandela) (22%) was what they came to see.
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, 30% selecting fun/ entertainment for myself, and 27% choosing to see a specific exhibit, program, or show.
What do guests do during their visit?
FREE GALLERIES AND ACTIVITY AREAS VISITED
Exit survey respondents identified which galleries they spent time in during their visit. GameXPloration was the most heavily visited, followed by Experience Energy, Life Science Lab – Atrium, and Inside the Vault
AREAS VISI TED
Most guests spent time in the free galleries. The ExploreStore gift shop and The Loft snack shop were the most heavily visited revenue producing areas.
(Multiple responses possible. Total exceeds 100%.)
galleries and activities ExploreStore gift shop The Loft (2nd floor snack shop)
Food court (near main lobby)
OMNIMAX® film
Planetarium Star Show
Planetarium Gift Shop
Pulseworks/360/VR Flight Simulators Discovery Room
*Mandela: The Official Exhibition
*Becoming Jane Special Exhibition
Participated in a Paid Educationsl Program (e.g. Preschool Science Series)
*Percentages shown for all items are based on the full year. Becoming Jane was open January 1 – April 9, 2023, (having debuted in 2022) and Mandela: The Official Exhibition was open May 27 – September 18, 2023.
HOW LONG DO VISITORS STAY AT THE SCIENCE CENTER?
* In Earth Sciences, the animatronic T. Rex’s head was removed for repairs on June 13, 2023. It was reattached November 14, 2023. The gallery was open throughout this time.
^ Percentages shown for all items are based on the full year. Life Science Lab - Classroom was closed for updates October 17, 2022 – September 1, 2023. As the World Turns opened October 27, 2023. Natural Histories closed November 6, 2023. Dream It. Build It. opened November 24, 2023.
GUEST SATISFACTION
How do guests rate their Science Center experience?
The Science Center’s exit surveys, which use a common set of questions from the multiinstitutional 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 “Outstanding.” 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.”
“I have not been here in a while, but there is a mix of older exhibits I look forward to seeing as well as new ones. There is always something everyone in my family enjoys learning about (astronomy, natural history, etc).”
Science Center Guest May 2023
“The Planetarium!! Our 2-year-old is obsessed with planets! It was worth the 6-hour drive.”
Science Center Guest July 2023
“The constant changes. Even if you live in St. Louis… there is always something new to see and do. It is sad when some of the old displays go away but it is mostly replaced with something just as good.”
Science Center Guest December 2023
“The Discovery Room gave my daughter and I a wonderful chance to bond. She is 1 and to watch her play with other children was a heartwarming experience. I plan to come back monthly and let her…continue her learning through play. Thank you, Science Center, for your resources! Keep up the good work!”
In 2023, 89% of respondents rated their Science Center experience as “Excellent” or “Outstanding,” suggesting a high level of satisfaction with their visit. The Science Center’s OER ratings were comparable to the OER ratings across the aggregate of the over 30 science museums participating in COVES.
Science Center Guest September 2023
“My children were completely engaged and had the opportunity to learn while doing so.”
Science Center Guest May 2023
SAINT LOUIS SCIENCE CENTER, 2023
79.4
Science Center’s NPS in 2023
100
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 scores can range from -100 to 100
In 2023, the Science Center’s NPS was 79.4, indicating a very high level of satisfaction. It also is the highest NPS the Science Center has had in recent years. For comparison, the aggregate NPS for science museums participating in COVES was 70.3. -100
“It’s free, always changing exhibits, lots of interactive exhibits for individuals of all ages.”
Science Center Guest March 2023
“Quality exhibits. Extremely friendly and knowledgeable staff. Very enjoyable experience!”
Science Center Guest October 2023
“Jane Goodall exhibit was amazing!”
Science Center Guest April 2023
“A wealth of information and education can be learned. Mandela The Official Exhibition was soul touching.”
Science Center Guest September 2023
“Everything was so amazing! The interaction was fantastic! The Planetarium was so awesome!”
Science Center Guest January 2023
“Love the exhibits that are continuously changing. Also the staff is wonderful.”
Science Center Guest December 2023
EXHIBIT EVALUATION
LIFE SCIENCE LAB ATRIUM RENOVATION
How does evaluation inform the development of new exhibits?
Front-end and formative evaluation are two phases that inform exhibit teams as they develop and refine concepts for new exhibits. In front-end evaluation, we learn about what audiences know, are interested in, or have questions about on a certain topic. In formative evaluation, we improve exhibit design by including visitors in iterative testing of exhibit concepts to test and refine both functionality and communication of educational content.
In 2023, we designed new exhibits for the atrium area of the Life Science Lab gallery. The content for the new exhibits focuses on how scientists harness nature to improve health. We conducted front-end evaluation interviews with 47 visitors, both adults and children, in 35 groups. In the formative evaluation phase, we tested multiple iterations of a prototype interactive exhibit with 97 visitors, both adults and children, in 34 groups. Here, we present highlights of findings from both the front-end and formative evaluations, both of which shaped the final gallery design.
FRONT-END EVALUATION
We used a card sort activity to understand respondents’ familiarity with plants and animals that are used to create medicines or can be inspirations for new medical tools. Following the card sort, we conducted a brief interview with participants about how they sorted the cards and how familiar they were with the concept of clinical trials.
Front-End Evaluation Key Findings
• The surprise factor associated with the connections certain medicines and medical tools have with various natural sources should be an effective hook for many people
• It may be important to define “medicine” in the context of the exhibit. Because natural sources can be used in both homeopathic supplements and in FDA-approved pharmaceuticals, helping people understand the difference between the two and that pharmaceuticals can be “natural” may be important.
• An introduction to genetics will be critical to help everyoneboth adults and children - make the leap between harvesting materials directly from a plant or animal to what it means to use information contained in their genome.
• Showing clear examples of how living things inspired medical tools will be necessary to help people make these connections.
• Content describing clinical trials should be presented at multiple levels. Because adults generally understand the basics of clinical trials, there are opportunities to explore this topic in more depth; however, for children, a separate narrative that introduces the term and the process in more basic language may be useful.
CARD PLACEMENT ACTIVITY RESULTS FOR THE QUESTION: “DID YOU ‘KNOW,’ ‘SUSPECT,’ OR WERE YOU ‘SURPRISED’ THAT WE GET MEDICINES FROM EACH OF THESE PLANTS AND ANIMALS?” ALL RESPONDENT GROUPS (N=35)
Foxglove
Cone Snails Mold Snakes
FORMATIVE
EVALUATION HIGHLIGHT – BIO-INSPIRED TOOLBOX
The Concept
Using “tools” designed to mimic a particular aspect of three different animals—a gecko foot, a hookworm mouth, and an octopus sucker—visitors match the animal with the medical tool each animal inspired. Successfully matching the animal with the medical tool it inspired reveals additional information about the function of that tool.
What Worked
• Visitors enjoyed the interactivity of having to match the animal with a description of the tool it inspired.
• They also enjoyed the presentation of the animal “tools.”
• Most visitors were able to use the tools to open the boxes and reveal additional information.
• Many visitors were able to describe how certain animals inspired the design of medical tools.
• Pulling the box out horizontally with the “tools” worked better for most visitors than lifting the box vertically.
What Didn’t Work
• Most children were unfamiliar with hookworms.
• Many groups focused more intently on the matching component of the activity than on the content addressed in the labels.
• Some guests struggled to realize the animal “tools” were used to pull out the boxes, so many of them never discovered the deeper content available in the exhibit.
The Final Exhibit
• The animal “tools” were tethered in place to better focus attention on the mechanism that helped open the box, rather than the matching activity.
• Information describing each of the animal inspirations was placed directly adjacent to the appropriate “tool.”
Guests trying the first iteration of the prototype exhibit.
Second iteration of the prototype exhibit with redesigned interactive elements.
Completed exhibit.
COMMUNITY BELONGING AND THE SCIENCE CENTER
How do locals perceive the connection between their community and the Science Center?
Our Awareness and Perceptions study is an annual online survey distributed to a broad cross-section of St. Louisarea residents in order to gain insight from a wider range of respondents than are typically able to respond to our surveys. In Fall 2023, 600 people completed the survey, which included a section to better understand the “footprint” of the Science Center within the local community. Using a six-point scale, we asked people to indicate their level of agreement, from “Strongly Disagree” to “Strongly Agree” on several items about how the Science Center connects with their sense of self and how the Science Center intersects with their community. We also asked how they think about their “community.” Highlights of these findings are presented here.
HOW DID RESPONDENTS DEFINE “COMMUNITY”?
A majority, 68%, said that they were thinking about a geographical place like their neighborhood, St. Louis, and the people they live near. With this context we can better understand that respondents feel that the Science Center is an important part of the St. Louis landscape.
Overall, people agreed that the Science Center benefits the St. Louis area and is a place where they can learn and play. They also agreed that the Science Center is important to their communities, to the places where they live, and to their neighbors.
OF “COMMUNITY”
“It’s incredible that we have a such a devotion to learning that our Science Center is capable of providing incredible learning events with free admission alongside ticketed exhibits, as it prevents there being a costbarrier to scientific exploration...I think it’s incredibly valuable to the overall community that the Science Center is open to ALL and encourages learning across all classes. I believe that the Science Center helps to bring the entirety of the greater St. Louis Area...together in an appreciation of scientific exploration.”
— 2023 Survey Respondent
75%
agreed or strongly agreed:
“The Science Center is a place where I can learn.”
agreed or strongly agreed:
“The Science Center is an important part of the St. Louis community.”
SELF AND THE SCIENCE CENTER
Respondents were in more agreement about the Science Center being important to the broader community, rather than being important on a personal level (i.e., to their sense of identity); however, people do see the Science Center as a place where they can learn.
78% 75% 62% 64% 61%
agreed or strongly agreed:
“My community can learn at the Science Center.”
“The Science Center is an important part of my community.”
THE SCIENCE CENTER AND MY COMMUNITY
Respondents agreed strongly that the Science Center is important to their community as a place of learning and play. They also agreed that the Science Center benefits their community.
agreed or strongly agreed:
“My community can play at the Science Center.”
agreed or strongly agreed: agreed or strongly agreed:
“My community is better because of the Science Center.”
Young guests interact with a partner at the Community STEM Showcase.
ASL interpretation of a presentation at a First Friday event.
PROGR AM EVALUATION
STEMTASTIC SUMMER CAMPS
What did we learn about youths’ experiences in the STEMtastic program?
During Summer 2023, as a part of the Boeing Global Engagement Grant, the Saint Louis Science Center conducted two thematic STEMtastic summer camps about Aerospace and Engineering for elementary school students at Glasgow and Meadows Elementary schools in the Riverview Gardens school districts. Science Center staff and teens from the Science Center’s Youth Exploring Science (YES) Program facilitated the camps over four weeks during the summer.
Science Center staff and YES teens collected feedback from campers about their experience in the STEMtastic summer camp program. At the end of camp, the campers completed a survey that included rating questions about their enjoyment and interest in learning and teamwork, open-ended questions about what they learned and their favorite parts of camp, and space to draw a “scientist.” A total of 34 surveys were collected from both camps at Glasgow and Meadows Elementary schools.
CAMPERS’ DRAWINGS OF A SCIENTIST
CAMPERS’ INTEREST IN SCIENCE
Campers in both camps demonstrated high levels of interest in learning about science (mean rating = 3.3 out of 4), aerospace (mean rating = 3.4), and engineering (mean rating = 3.1), but they did not show the same levels of interest in careers in these areas (mean rating for interest in being a scientist = 2.2 out of 4; for being an engineer = 2.2; for being a pilot = 2.3). Engaging the campers with more exposure to what the career of a pilot or engineer looks like could increase interest in those careers.
Drawings from both camps showcased examples of campers seeing people like themselves as scientists. These included girls drawing women, campers drawing scientists of their same ethnicity, and even self-portraits. While campers in the Engineering camp did include more examples of stereotypes in their drawings of scientists, there were still many examples of self-referential drawings. This indicates that the camp experience helped campers see themselves, or others like them, in careers as scientists.
CONCLUSIONS
On the whole, campers enjoyed their camp experiences. They had fun and found the activities and challenges memorable, and often cited the Science Center staff as a highlight of their experience. While not every camper said they imagined a career in science, their positive attitudes toward science and engineering, along with their exposure to how anyone can be a scientist, demonstrate the positive influence the STEMtastic experience could have on their futures.
Glasgow campers presenting data.
YES teens leading Meadows Team Building.
Camper drawing of themselves, YES teens, and Science Center educator.
Camper self-portrait as a doctor.
THANK YOU!
Through all of our evaluation studies, we collected over 2,106 points of data from our audiences in 2023!
Thank you to everyone who completed an exit survey, responded to an online survey request, tried out an exhibit prototype, or participated in an interview.
We hope you gained some new insight with this glimpse into our visitor studies work from 2023. These data help us better understand Science Center audiences, why they visit, what they do onsite, and what they are discovering through exhibits and programs. 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 guests who come to explore galleries, experience Planetarium Star Shows, and watch films in the OMNIMAX® Theater. We hope your experiences have enriched your lives.
Thank you to the people who participate in Science Center programs both within our walls and out in the community. We appreciate the opportunity to connect 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