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A Study of Visitors to
American Sabor
Latinos in U.S. Popular Music
An Exhibition by the
Smithsonian Latino Center at the
International Gallery of the
S. Dillon Ripley Center
February 2012
Smithsonian Institution Office of Policy and Analysis
Page 2 of 14
Preface
AmericanSabor:LatinosinU.S.PopularMusic,anexhibitionorganizedbytheEMPMuseuminSeattleandtheUniversityofWashington,wasopenedbytheSmithsonianLatinoCenter(SLC)attheInternationalGalleryoftheS.DillonRipleyCenterinOctober2011.VisitorstotheexhibitionwerepresentedwithinnovationsandcontributionsofHispanicmusiciansandofferedthechancetoexperiencesomeoftherichnessofLatinosoundsthroughinteractiveelements.
ItwasonceagainapleasuretohavetheopportunitytoconductastudyfortheSLC.IwouldliketothanktheCenter’sDirector,EduardoDiaz,andExhibitionsandPublicProgramsDirector,RanaldWoodaman,foraskingtheOfficeofPolicyandAnalysis(OP&A)toundertakethestudy.IalsowishtoacknowledgeRanald’scontributionstotheadministrationofthesurvey.AdditionalthanksgotoOP&AstaffLanceCostellowhodesignedthequestionnaire,analyzedthedata,andwrotethefinalreport.
CaroleM.P.NevesDirectorSmithsonianOfficeofPolicyandAnalysis
Page 3 of 14
Contents
Preface...........................................................................................................................................................................2
Background.................................................................................................................................................................4
Methodology...............................................................................................................................................................4
Findings........................................................................................................................................................................5
Ratings...................................................................................................................................................................5
Experiences..........................................................................................................................................................6
VisitorCharacteristics.....................................................................................................................................7
InterestsinInteractiveExhibitsandRegionalLatinoStories.......................................................7
SmithsonianLatinoCenter............................................................................................................................8
Demographics.....................................................................................................................................................8
Discussion.................................................................................................................................................................10
AppendixA.SurveyQuestionnaireforAmericanSabor:LatinosinU.S.PopularMusic..........11
AppendixB.ResponseFrequenciesforAmericanSabor:LatinosinU.S.PopularMusic.........12
Charts
Chart1:VisitorRatingsforAmericanSabor................................................................................................5
Chart2:SatisfyingExperiences..........................................................................................................................6
Chart3:HowVisitorsFoundOutAboutAmericanSabor.......................................................................7
Chart4:InterestsinInteractiveExhibitsandRegionalLatinoStories.............................................8
Chart5:AgebyGeneration..................................................................................................................................9
Page 4 of 14
Background
TheSmithsonianLatinoCenter(SLC)exhibitedAmericanSabor:LatinosinU.S.PopularMusic(AmericanSabor)attheSmithsonianInternationalGalleryfromJuly11throughOctober9,2011.The5,000‐square‐footexhibitionwascreatedbytheEMPMuseuminSeattleinpartnershipwiththeUniversityofWashingtonandcontained100artifactsincludingcostumesandmusicians'instruments;45interviewswithLatinomusicians;interactiveelements,includingkeyboardsandamixingboard;andadancefloorwherevisitorscouldmovetotheirfavoriteLatinrhythms.
ThebilingualexhibitionfocusedonfivecentersofLatinopopularmusicinAmerica:NewYorkCity,LosAngeles,Miami,SanAntonio,andSanFrancisco;tracedthemessuchastheeffectsofmigrationandimmigrationonLatinoandpopularmusic;examinedwaysthatLatinosexpresstheirhistoricalexperiencesthroughmusic;andlookedathowmusicalinnovationscrossethnicandracialboundaries.
SLCrequestedthattheSmithsonian’sOfficeofPolicyandAnalysis(OP&A)conductavisitorstudyofAmericanSabor:LatinosinU.S.PopularMusic.OfparticularinteresttotheCenterwaspublicreactiontotheexhibitandcharacteristicsofthevisitorsitattracted.
Methodology
Inconductingthisexhibitionstudy,thestudyteamsurveyedasampleofvisitorsexitingtheexhibition.Visitorscompleted111self‐administeredsurveyquestionnaires,witharesponserateof91percent.FrequenciesofresponsestothequestionsonthesurveyareprovidedinAppendixA.
Page 5 of 14
Findings
Ratings
VisitorswereaskedtoratetheiroverallexperiencesinAmericanSaboronafive‐pointscalethathasbeenappliedbyOP&AacrossSmithsonianexhibitions:poor,fair,good,excellent,andsuperior.Ingeneral,visitorswhoarebasicallysatisfiedwiththeirvisittendtomarkexcellent.Visitorswhohavecriticismswithanexhibitiontendtoselectoneofthelowerthreecategories—poor,fair,orgood.Thosewhohaveverypositiveresponsestendtomarksuperior.
JustoverhalfofvisitorstoAmericanSaborratedtheirexperiencesintheexhibitionasexcellent(53%).Aboutoneinfourvisitorsratedtheirexperiencelower(good,22%;fair,2%;poor,0%)andanequalpercentageratedithigher(superior,24%).TheseratingsareclosetotheSmithsonianaverageandsimilartotheratingsofSouthernIdentity,anSLCexhibitionondisplayattheInternationalGalleryoftheRipleyCenterfromOctober2010throughJanuary2011.1
Chart 1: Visitor Ratings for American Sabor
1 Due to sample sizes, the margin of error for both American Sabor and Southern Identity was ±10%.
28%
35%
22%
47%
50%
53%
20%
14%
24%
0% 20% 40% 60% 80% 100%
Smithsonian Average
Southern Identity
American Sabor
Poor Fair Good Excellent Superior
Page 6 of 14
Experiences
VisitorswereofferedalistofsevenpossibleexperiencesandaskedtoselecttheonesthattheyfoundespeciallysatisfyinginAmericanSabor.Onaverage,visitorsmarkedthreeexperiences.
Thetwomostcommonlycitedsatisfyingexperiences—eachselectedbymorethanthreeinfivevisitors—werelearningexperiences:enrichingmyunderstanding(66%)andgaininginformation(62%).Thesewerefollowedbyapersonalconnectionexperience,recallingmemories(54%).Thethirdtierofexperienceswascomprisedofasecondpersonalconnectionexperience,connectingwiththeemotionalexperiencesofothers(43%)andanobjectexperience,seeingrare,valuable,oruncommonthings(41%).Leastlikelytobeselectedwereasecondobjectexperience,beingmovedbybeauty(28%)andanintrospectiveexperiencereflectingonthemeaningofwhatIsaw(27%).
Chart 2: Satisfying Experiences
Ofthesevenexperiences,twohadstatisticallysignificantcorrelationswithratings.NearlyhalfofvisitorswhomarkedreflectingonthemeaningofwhatIsawratedtheexhibitionsuperior(48%vs.15%ofthosewhodidnotmark)andmorethantwoinfivevisitorswhomarkedseeingrare,valuable,oruncommonthingsratedtheexhibitionsuperior(43%vs.11%ofthosewhodidnotmark).
27%
28%
41%
43%
54%
62%
66%
0% 20% 40% 60% 80% 100%
Reflecting on the meaning of what I saw
Being moved by beauty
Seeing rare, valuable, or uncommon things
Connecting with the emotional experiences of others
Recalling memories
Gaining information
Enriching my understanding
Page 7 of 14
Visitor Characteristics
NearlythreeinfourvisitorsweremakingarepeatvisittotheSmithsonian(repeatvisitors,72%)andslightlylessthanhalfwerevisitingspecificallytoseeAmericanSabor(exhibition‐specificvisitors,47%).Repeatvisitorsweremorelikelytobeexhibition‐specificvisitors(55%vs.28%offirsttimevisitors)andmorelikelytoratetheiroverallexperiencesasExcellentorSuperior(85%vs.54%offirsttimevisitors).
Visitorswerealsoaskedhowtheyfoundoutabouttheexhibition.Themostcommonresponse,selectedbyalmosthalfofrespondents,wasvisitingtheSmithsonian(46%).Threeintenvisitorsfoundoutfromfriends/family/colleagues(29%).Fewervisitorsselectedtheremainingoptions:advertisement(8%),website(5%),newspaperarticle/review(3%),andSmithsonianLatinoCenterTwitteraccount(0%).Oneinsixvisitorsnotedtheirsourceasother(16%).
Chart 3: How Visitors Found Out About American Sabor
Interests in Interactive Exhibits and Regional Latino Stories
Amajorityofvisitorsmarkedthattheywereveryinterestedininteractiveexhibits(72%),andthattheywereveryinterestedinregionalLatinostories(66%).Exhibition‐specificvisitorsweremorelikelytobeveryinterestedininteractiveexhibits(91%vs.57%ofothervisitors)andveryinterestedinregionalLatinostories(81%vs.52%ofothervisitors).
16%
0%
3%
5%
8%
29%
46%
0% 20% 40% 60% 80% 100%
Other
Smithsonian Latino Center Twitter account
Newspaper article/review
Website
Advertisement
Friends/Family/Colleagues
Visiting the Smithsonian today
Page 8 of 14
Chart 4: Interests in Interactive Exhibits and Regional Latino Stories
Smithsonian Latino Center
AboutoneinthreevisitorsknewthattherewasaSmithsonianLatinoCenterbeforethisvisit(28%).Twoinfivefoundoutduringthisvisit(39%)andoneinthreelearnedabouttheCenterwhenIreadthisquestion(33%).Exhibition‐specificandrepeatvisitorsweremorelikelytoknowabouttheSmithsonianLatinoCenterbeforetheirvisitsthanlearnaboutitduringtheirvisitsorwhenreadingthequestion(45%vs.11%ofgeneralvisitorsand37%vs.7%offirst‐timevisitors,respectively).Likewise,visitorswhofoundoutabouttheexhibitionfromfriends/family/colleaguesweremorelikelytoknowaboutSLCbeforetheirvisits(50%vs.19%ofvisitorswhofoundoutfromanothersource).
MorethanthreeinfourvisitorswoulddefinitelyvisitanotherSmithsonianLatinoCenterexhibitioniftheywereinWashingtonduringthenextyear(76%)andmostoftherestmight(21%).Onlytwopercentrespondedthattheywouldnot.
Demographics
Age:Theaverageageofrespondentswas43andthemedianagewas45.Dividingtherespondentsbygeneration:1%wereoftheGIgeneration(bornbefore1925);5%,Silentgeneration(born1925‐1945);19%,LeadingBoomers(born1946‐1955);14%,TrailingBoomers(born1956‐1964);38%,GenerationX(born1965‐1981);21%,GenerationY(born1982‐1998);and2%,GenerationZ(DigitalNatives,bornafter1995).
72
66
26
32
0% 20% 40% 60% 80% 100%
Interest in interactive exhibits
Interest in regional Latino stories
Very Somewhat Not at all
Page 9 of 14
Chart 5: Age by Generation
Sex:Nearlyequalnumbersofwomen(51%)andmen(49%)attendedtheexhibition.
Group composition:Aboutthreeinfourrespondentswerevisitingwithatleastoneotheradult(73%).Roughlyoneinfivewerevisitingalone(19%)andoneintenwerewithatleastonechildundertheageofeighteen(11%).
Latino:Justovertwoinfivevisitorsself‐identifiedasbeingofHispanicorLatinoorigin(42%).
Race:Visitorswerealsoaskedtoidentifytherace(orraces)theyconsideredthemselvestobe.Slightlyfewerthanthreeinfourvisitorsselectedwhite(71%)andslightlymorethanoneinfourselectedAfricanAmerican/Black(28%).Fewervisitorsself‐identifiedasAsian(8%);NativeHawaiian/PacificIslander(4%);orAmericanIndian/NativeAlaskan(3%).
Residence:JustunderhalfofrespondentswerelocalvisitorsfromtheWashingtonD.C.metropolitanarea(47%);aboutoneineightwerevisitingfromanothercountry(12%).Theremainingtwo‐fifths(41%)camefromelsewhereintheU.S.Notably,localvisitorsweremorelikelytobeexhibitionspecificvisitors(67%comparedto30%ofnon‐locals).
Generation Z (Digital
Natives), 2%
Generation Y, 21%
Generation X, 38%
Trailing Boom, 14%
Leading Boom, 19%
Silent, 5%GI, 1%
Page 10 of 14
Discussion
ThedatasuggestthatvisitorsweresatisfiedwithAmericanSabor,ratingtheiroverallexperiencesclosetotheSmithsonianaverage.Twoexperiencesweresignificantlycorrelatedwithvisitorsatisfaction:reflectingonthemeaningofwhatIsawandseeingrare,valuable,oruncommonthings.VisitorswhoselectedeitheroftheseexperiencesweremorelikelytoratetheiroverallexperiencesintheexhibitionasSuperior.Morecommonly,however,visitorsweresatisfiedwiththelearningexperiencesofferedbyAmericanSabor.Themostcommonlycitedespeciallysatisfyingexperienceswereenrichingmyunderstandingandgaininginformation.
ConsistentwithapreviousstudyofSLC’sSouthernIdentityexhibition,morevisitorsmadetheirvisitsspecificallytoseeAmericanSabor(47%)thanknewabouttheSmithsonianLatinoCenterbeforetheirvisits(28%).Inotherwords,priortotheirvisits,morevisitorsknewabouttheexhibitionthanwhowashostingit.Halfofvisitorswhofoundoutabouttheexhibitionfromfriends/family/colleagueswereunawareoftheSLCuntilvisitingAmericanSaborortakingthesurvey.ThissuggeststhatwordofmouthpublicityforexhibitionsdoesnotnecessarilycarrywithitpromotionoftheCenter.
Page 11 of 14
Appendix A. Survey Questionnaire for
American Sabor: Latinos in U.S. Popular Music
Page 12 of 14
Appendix B. Response Frequencies for
American Sabor: Latinos in U.S. Popular Music
IsthisyourfirstvisittotheSmithsonian?72% No28% Yes
Pleaserateyouroverallexperienceinthisexhibition,AmericanSabor:0% Poor2% Fair22% Good53% Excellent24% Superior
Whichexperiencesdidyoufindespeciallysatisfyinginthisexhibition?[Markoneormore.]
28% Beingmovedbybeauty43% Connectingwiththeemotionalexperiencesofothers66% Enrichingmyunderstanding62% Gaininginformation54% Recallingmemories27% ReflectingonthemeaningofwhatIsaw41% Seeingrare,valuable,oruncommonthings
DidyoucometotheSmithsoniantodayspecificallytoseethisexhibition?53% No47% Yes
Howdidyoufindoutaboutthisexhibition?[Markoneormore]46% VisitingtheSmithsoniantoday29% Friends/Family/Colleagues8% Advertisement3% Newspaperarticle/review0% SmithsonianLatinoCenterTwitteraccount5% Website(Whichone:________________)16% Other:_________________________
Page 13 of 14
WhendidyoufirstfindoutthatthereisaSmithsonianLatinoCenter?28% Beforethisvisit39% Duringthisvisit33% WhenIreadthisQuestion
IfyouwereinWashingtoninthenextyear,wouldyouvisitanotherSmithsonianLatinoCenterexhibition?
2% No21% Imight76% Yesdefinitely
Howinterestedareyouin......interactiveexhibits?
2% Notatall26% Somewhat72% Very
...regionalLatinostories?3% Notatall32% Somewhat66% Very
Areyoumaleorfemale?51% Female49% Male
Whatisyourage?43 Average(Mean)45 Median
1% GI(Bornbefore1925)5% Silent(Born1925‐1945)19% LeadingBoom(Born1946‐1955)14% TrailingBoom(Born1956‐1964)38% GenerationX(Born1965‐1981)21% GenerationY(Born1982‐1995)2% GenerationZ(DigitalNatives)(Bornafter1995)
Page 14 of 14
Withwhomareyouvisiting?[Markoneormore]19% Iamalone73% Otheradult(s)11% Child(ren)under18
DoyouliveintheUnitedStatesoranothercountry?90% UnitedStates,ZipCode:10% Anothercountry,specify:
Whatracedoyouconsideryourselftobe?[Markoneormore]28% AfricanAmerican/Black3% AmericanIndian/NativeAlaskan8% Asian(Chinese,Indian,Japanese,etc.)4% NativeHawaiian/PacificIslander71% White
AreyouofHispanicorLatinoorigin?58% No42% Yes
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