Curator-Led Events: The American Swedish Institute Offers 4 Tips for Success

Curators have the inside scoop on museums. They research and carefully select each exhibit that goes on display. The American Swedish Institute in Minneapolis, has taken advantage of this, offering regular curator-led Champagne Tours. I spoke with their curator, Curt Pederson, who had some suggestions on how to make these events successful:

1. Change the Mood.

“In a way, it's a hook. Perhaps exhibit tours wouldn't draw as much interest, but the champagne angle points to a more enjoyable time. It's very inviting - linen tablecloths, champagne glasses …” Curt explains.

As part of the tour, Brie Roland, Fika GM and sommelier, speaks about each of the champagnes. So it’s not just a tour; it’s a tasting. Guests travel through new the building and into the mansion; three completely different environments, with three equally different champagnes.

“We're trying to change the approach to the 'museum'- so it isn't quite so hands off; make it enjoyable at the same time.”

2. Be Entertaining.

Curt notes, “The danger, at least in my role, is to let it become too academic.”

“The trick is to have the right balance of information and entertainment. It helps to have the person leading to have a little personality and some direction. Whether it's quirky, slightly opinionated, with humor - it helps to keep the interest. You have to make it entertaining. If it’s just a litany of history, you're not going to have people coming back,” Curt says.

3. Offer Insider Information

The facilitators (docents/tour guides) are given plenty of background about each exhibit or artist, but the curator can talk more to the exhibit as a whole. In the current exhibit of glass art, Curt can not only talk about the pieces, but “I can speak to how the glass blowing industry has been dominated by men and explain what makes the more provocative pieces provocative; explaining the significance.” He saves those pieces until after the 3^rd champagne pour.

4. Be Patient.

American Swedish limited the tour to 20 people, max. Being in the mansion, dealing with champagne in a historic building … 20 is quite a group to take through. They had 14 people attend the 1^st tour.

The 2nd tour, 19.

At the 3rd tour, they had to turn people away.

Curt notes, “It takes a while for word to get out, but a positive review is worth its weight in gold.”

The American Swedish Institute isn't alone. Check out these curator led events from the Dali Museum and the Museum of Design Atlanta.



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