Milwaukee Art Museum Wins Prestigious Governor’s Tourism Award
MILWAUKEE, WI—March 14, 2025—The Milwaukee Art Museum is thrilled to announce that it has been awarded the 2025 Governor’s Tourism Award for Arts, Culture, & Heritage. This distinguished honor recognizes the Museum’s exceptional achievement for its ongoing commitment to enhancing Wisconsin’s tourism landscape through innovative cultural programming, cutting-edge visitor experiences, and a deep dedication to community engagement.
Under the leadership of Scott Schwebel, MAM’s first Chief Experience Officer, the Museum has redefined the visitor experience through a series of transformative initiatives:
- Illuminated the Milwaukee Skyline: The Museum’s iconic wings now light up, allowing MAM to participate in city-wide celebrations and transform the skyline with breathtaking displays of color and light.
- Hospitality-Focused Approach: A reimagined visitor greeting and presentation strategy ensures a warm, seamless, and enriching experience for all guests.
- Revival of Iconic Events: The return of beloved events like MAM After Dark and Yoga at the Museum has reignited community excitement and engagement.
- New Brand Communication Strategies: Enhanced storytelling and engagement tactics expand the Museum’s reach and connect with new audiences.
- Launch of the MAM App: Now offering translations in 40+ languages, the new app unlocks innovative opportunities for storytelling and interactive engagement with the collection.
- Strengthening Signature Events: Visitors will enjoy an expanded footprint of popular events like Art in Bloom, with more floral arrangements and new after-hours programming, making this cultural staple bigger and better than ever. (Art in Bloom will be held April 3–6, and tickets are on sale now.)
- Introduced Thursday Nights at MAM: Implemented a groundbreaking pay-what-you-wish event series to foster greater accessibility and offer another layer of excitement to the Museum’s offerings.
- Expanded the Museum Store & Online Experience: A remodeled Museum Store and a brand-new digital shopping platform provide visitors with enhanced access to exclusive merchandise and artist collaborations.
- Modernized Wayfinding & Digital Integration: Cutting-edge digital signage and navigation tools simplify and enhance the visitor journey.
- Record-Breaking Digital Engagement: The Museum has achieved unprecedented social media, digital content, and design engagement levels.
- AI Innovation & Technology Integration: The launch of the Museum’s AI BOT and its seamless technology enhancements mark a new era of visitor interaction.
“This award is a wonderful recognition of our commitment to enhancing the experience of this extraordinary cultural destination for Milwaukee and beyond,” said Scott Schwebel, Chief Experience Officer at the Milwaukee Art Museum. “We will continue to innovate and seek to inspire visitors as we shape the future of arts tourism in Wisconsin.”
“We are constantly looking for new ways to connect with our audiences and make the Museum an accessible, engaging, and unforgettable destination,” said Cortney Heimerl, Director of Marketing and Communications at the Milwaukee Art Museum. “This recognition highlights the impact of our strategic initiatives in enhancing visitor experiences and strengthening the Museum’s role as a cultural leader in the region.”
The Milwaukee Art Museum’s impact extends beyond its latest initiatives as it continues to use art to drive groundbreaking exhibitions, educational programming, and membership engagement. Committed to sharing extraordinary works of art and creating meaningful experiences for its visitors, the Museum fosters creativity while elevating Milwaukee’s reputation as a vibrant cultural hub. Drawing tens of thousands of visitors from across the country and the world, it serves as a gateway to Wisconsin’s rich culture—championing the city and state’s national profile by connecting people with art, each other, and the world.
About the Milwaukee Art Museum
The Milwaukee Art Museum is an essential destination for art and architecture and a vital cultural resource that connects visitors to dynamic art experiences and one another. Housed in iconic buildings by Santiago Calatrava, Eero Saarinen, and David Kahler on a 24-acre lakefront campus, the Museum is Wisconsin’s largest art institution and home to both broad and deep collections, with exceptional holdings in American painting, sculpture, and decorative arts; conceptual and minimalist art; prints and drawings; European art from the Renaissance through the nineteenth century; photography and new media; modern and contemporary design; folk and self-taught art; and twentieth-century Haitian art. A bold symbol of Milwaukee’s ambition and forward-thinking vision, the Museum is a place for community building, education, and celebration that fosters creativity, free speech, and critical discourse for audiences of all ages and backgrounds. For more information, visit mam.org.
Media Contact
For more information, please contact:
Cortney Heimerl / Lindsey Wurz
Milwaukee Art Museum
communications@mam.org
414-940-0490 / 414-224-3865
