Elevating Visitor Insights: COVES Fiscal Year 2024 Report

Venue: The Huntington, San Marino, California

Project: COVES Fiscal Year 2024 (July 1, 2023 – June 30, 2024)

Role: Evaluation Manager

🧠 Overview

As Evaluation Manager, I led the end-to-end execution of The Huntington’s FY24 COVES (Collaboration for Ongoing Visitor Experience Studies) Report. This yearlong initiative assessed visitor experiences across gardens, galleries, and public programs, aligning with institutional goals around engagement, access, and inclusion. I oversaw planning, data collection, stakeholder coordination, and final delivery of strategic insights to guide future decision-making.

🔍 Key Highlights

• • Visitor Trends: A consistent balance of members and non-members, with steady engagement from both first-time and repeat visitors
• • Top Attractions: Highest engagement with gardens, the Japanese Heritage Shoya House, and the Huntington Art Gallery
• • Visitor Motivations: Primarily driven by relaxation, social connection, and educational enrichment
• • Wayfinding Feedback: Navigation challenges and signage gaps emerged as key areas for improvement
• • Diversity & Inclusion: Positive increase in Hispanic/Latinx visitors, with continued work needed to reflect broader LA County demographics

⚙️ Methodology & Process

• • Directed random intercept interviews to ensure a representative sample
• • Partnered with data analysts and field researchers for accuracy and consistency
• • Aligned guiding questions with strategic plan goals to evaluate:
  • • Effectiveness of engagement strategies
  • • Accessibility of collections and spaces
  • • Impact on diverse communities

🎯 Strategic Impact

• • Informed leadership on improving visitor flow and signage
• • Identified opportunities for expanded interpretive and educational offerings
• • Supported development of inclusive programming
• • Reinforced DEI efforts with data-driven insights

This project delivered actionable, audience-centered insights that helped shape institutional priorities and strengthened The Huntington’s position as a leading cultural institution.