Last year, the Georgia Museum of Art expanded Adam Clark’s role as shop manager to include monitoring and improving visitor experience. This responsibility began as a temporary role, part of a pilot project, but after a year of behind-the-scenes initiatives, Clark’s recommendations have proved essential for enhancing the public’s experience. In February, his title as manager of visitor experience became official.
In this position, Clark will head the museum’s newest department, the department of visitor experience, which aims to improve the public’s interactions with the museum. So far, Clark has developed policies, procedures and trainings that will refine day-to-day operations and enhance visitors’ experiences. This involves responding to visitor feedback, cultivating a hospitable environment, making navigation around the museum more intuitive and refining details that, while not always obvious, impact the quality of experience.
Clark has 22 years of management, security and law enforcement experience — including five years co-managing the UGA Bookstore — before joining the museum’s staff in 2022. Years of retail management experience have equipped him for his current role, observing the museum’s day-to-day interactions with visitors and anticipating how details of their visit may impact their overall experience.
“What we need is somebody that can look through the eyes of a visitor and identify micro anxiety points, like pinch points, identify any issues they might run into and try to fix them,” said Clark.
Changes instituted so far include additional training for front-facing staff, supervising gallery guides, implementing new hospitality and tidiness standards, introducing process improvements and offering strategic recommendations to museum leadership. Some changes that visitors may see around the museum include music in the lobby and the Museum Shop. Before the change, Clark would often get asked if the museum was open due to the softly lit lobby and quiet atmosphere. The addition of music creates a livelier atmosphere and indicates to visitors that the museum is open and ready for visitors.
By implementing visitor-centered thinking throughout the museum, the staff hopes to create lasting ties with the community and expand the number of people benefiting from the museum’s exhibitions and programs.
Authored by:
Jisu Stanfield
