3:30 PM – 4:30 PM     Inside the Reinvention of the Rock & Roll Hall of Fame


After a period of stagnation, the Rock & Roll Hall of Fame museum in Cleveland, Ohio, has seen significant growth in recent years. Following a new engagement strategy, the Hall has bloomed to become a major international attraction, while generating an annual record of $199 million in economic impact to the region last year. The strategy involved digging in deep to better understand their customers and understand their different audience segments. Then they started going after their targeted audience segments. Overall, the Hall's series of changes have proven to be a considerable success, as the museum's attendance has increased 29% over the four years since the plan was implemented in 2014. The Hall has also grown to be a greater boon to the Cleveland economy over the same period, with an estimated annual record of $199 million in economic impact generated for the region in 2017.

  • Determine how to identify and understand your current audience and your target audience
  • Develop a well-defined strategic plan that leverages tools you can use to result in a measurable marketing campaign to go after your target audience
  • Identify what your target audience needs and wants and how to deliver to them