Friday, December 9, 2022

New AAM strategic plan emphasizes museums’ role in education

The new strategic plan of the American Alliance of Museums (AAM) emphasizes the financial sustainability of museums, promoting diversity, equity, accessibility and inclusion in all aspects of museum structure and programming and expanding the role of museums in the US education system.

Laura Lott, President & CEO, American Alliance of Museums
Laura Lott, President & CEO, American Alliance of Museums

Goals of the plan, announced May 2, include expanding thought leadership to inspire and influence innovation in the field and fostering a global exchange of museum practice, and placing greater emphasis on developing the next generation of museum leadership and strengthening museum governance through support for trustees. According to AAM, the plan builds upon a strong foundation of recent success including a nearly 70 percent increase in museum membership in the Alliance and a reemphasis on boosting and celebrating excellence in the field.

“This new plan focuses the Alliance on goals that advance our mission to champion museums and nurture excellence in partnership with our members and allies,” said Laura L. Lott, AAM president and CEO. “Our vision is a world informed and enriched by thriving museums. We will emphasize topics our members strongly believe are vital to the future viability, relevance and sustainability of museums.”

Alliance board member Dr. John Wetenhall, director of The George Washington University Museum and the Textile Museum, led the board’s working group to develop the plan over the past 18 months. During that process, the board and staff gathered input from more than 500 AAM members and non-members via 30 formal listening sessions. “Having helped to craft both the previous and the new AAM strategic plans, I am pleased that the Alliance is focusing outward,” said Wetenhall. “Our last plan helped AAM strengthen its programs to support more museums during the post-recession era; this new plan promotes relevance and inclusion for even broader impact in the next five years.”

Kaywin Feldman, Alliance board chair since 2014 and the Duncan and Nivin MacMillan Director and President of the Minneapolis Institute of Art, pushed to ensure that the plan would include bold new goals. “Although the Alliance made great strides over the past five years, this is not the time to rest on our laurels,” Feldman said. “The museum field must tackle many difficult challenges, and the Alliance is leading the way because we’re stronger together.”

Since 2006 AAM has worked to serve the museum community in such areas as standards, information sharing and advocacy. More information about AAM’s 2016-2020 Strategic Plan is available at

Related stories from InPark Magazine:

Issue 61- Museums and Expanding Markets

Museums: All In The Attractions Family

Two Southern California Museum Executives Appointed to AAM Accreditation Commission

American Alliance of Museums Promotes Laura Lott to President and CEO

Feelings + Financials: Museums generate capital for their communities, and they need to start saying so

Judith Rubin
Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, publicist, strategist, blogger, content marketing specialist and connector in the international attractions industry. She excels at writing about all aspects of design and technical design, production and project management. Areas of special interest include AV integration and show control, lighting design and acoustics, specialty cinema, digital video and world’s fairs. Judith has ties to numerous industry organizations. From 2005-2020 she ran communications, publications and social media for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA, and co-chair of the 2014 IMERSA Summit. She was publicist for the Large Format Cinema Association in the 1990s, now part of the Giant Screen Cinema Association (GSCA) and has also contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Already making her mark as a magazine and book editor, Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. Launching as a freelancer in the mid 1990s she has contributed to dozens of publications and media outlets including Funworld, Lighting&Sound America, Sound & Communications, Urban Land, The Raconteur and The Planetarian. She joined InPark in 2010. Judith earned a Bachelor of Fine Arts from Pratt Institute. She has lived in New York City and the San Francisco Bay Area, and now makes her home in Saint Louis, where she is active in the local arts and theater community.

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