Meredith Leonard

aMUSE: Fashion pop-up exhibit held in November 2013 at Mahtay Café and Lounge in downtown St. Catharines.
Since 2012 the St. Catherines Museum & Welland Canals Centre has engaged in pop-up style programing as a vehicle through which to reach out to an under-served population in our community – millennials[1]
While doing quite well with tourists, older adults and young families, has difficulty attracting and engaging new generations of visitors and supporters. This challenge isn’t unique to the St. Catherines Museum or even museums in Canada – in the United States, studies by the National Endowment for the Arts identified young adult audiences as being regularly under-served by traditional museums. Many museums around the world have been working to address this problem by developing specialized programming aimed at engaging younger audiences.[2]
Staff at the St. Catharines Museum grappled with our own unique set of challenges in creating programming for millennial audiences. The physical location of the Museum is a major challenge; located beyond the City’s core and not accessible via public transit, getting young adults out to the site can be difficult – especially when many are unaware that a museum even exists in the City. In order to raise our profile, dispel the perception of the “dusty, old, irrelevant museum” and reach new audiences, museum staff concluded we would have to take the Museum and its collection into the community.
Inspired by pop-up shops, flash mobs, music festivals and other social museum experiences, such as Friday Night Live at the ROM and the Nature Nocturne at the Canadian Museum of Nature, the St. Catharines Museum set out to inject the community with artifacts and stories through aMUSE, our curated “pop-up museum experience”. Continue reading