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This pattern is rooted in a lack of urgency amongst museum and visual art audiences to purchase tickets online. To combat these challenges and harness the potential of EMP Museum’s Star Wars exhibition, we utilized online, timed ticketing to stimulate advanced purchases, and gave early ticket access for members to increase membership purchases. Our digital strategy consisted of data-driven display and search campaigns, with tailored creative, ad copy, and landing pages to compliment distinct acquisition and remarketing targeting methods.
Membership sales increased 44% in advance of the general public on-sale date, as compared to the same time frame the previous year. Furthermore, the display campaign resulted in a strong overall ROI of 343% prior to the exhibition opening.
Bolstered by this initial success, we leveraged the Star Wars campaign to convert even more ticket buyers into members through a membership-specific display and search campaign after the exhibition opened. A key aspect of this display campaign was the use of Star Wars creative to entice prospects. The online Membership display campaign was the first of its kind for the Museum and drove a significant number of conversions, resulting in 60% of the total monthly display revenue. These campaigns demonstrated that, for organizations that typically have a low percentage of online ticket sales, the strategic use of search and display advertising can generate tremendous value.
Studying our popular culture gives us insight into the power art has over us and within us, like taking a pulse on what we value and enjoy the most.
If Rock music rattled our cultural conventions, Seattle, Washington, has been one of its most spirited epicenters.
Enter stage left: the EMP Museum, located in the bustling Seattle Center within a stone’s throw from the Seattle Space Needle.
The brainchild of Microsoft co-founder Paul Allen, the EMP Museum opened in 2000 to unprecedented acclaim among music buffs, pop culture critics, academics, artists and musicians. In addition to its eclectic, 140,000 square foot interior, the EMP’s remarkable exterior enjoys international celebrity. Behind its captivating exterior, visitors can wander through the EMP’s expansive and interactive panorama and let their own fascinations with pop music and pop culture guide the way. Whether you’re an art enthusiast, are mesmerized by the process of glassblowing or simply love the look of finely crafted glassware, the Museum of Glass is not to be missed. There’s nothing wrong with hitting up all of the tourist attractions and taking selfies when in a new city.
Forgive us for stating the obvious, but this is the time of year most people crave major life changes. Chris Reed Photography and the Chris Reed Photography logo are trademarks of CSR Media, LLC.

When we first began our partnership with EMP Museum, approximately 15% of ticket sales were made online. We launched our campaigns in December 2014 leading up to the exhibition opening in January 2015. 68% of the memberships were sold online, which can largely be attributed to the success of the Star Wars search and display campaigns. Online membership sales increased by 200% overall year-over-year during the same time frame.
Given that buying a membership indicates a constituent has a strong affinity for EMP Museum, we only targeted the most promising prospects, which led to great success. To put this into perspective, the estimated revenue from this membership campaign alone almost equaled the total amount of revenue across all display campaigns in January.
Tailored copy and creative, relevant landing pages, specific targeting methodology, and incentives to purchase online all can work to increase the percentage of online sales. Adults get in for $20, while seniors and students pay $17, and military and youth (5-17 years old) cost $14. The EMP isn’t just a museum: it’s an experience, fashioned by pop culture fans for pop culture fans.
Allen’s original vision for the museum was to commemorate the legacy of his childhood Rock hero, Jimi Hendrix.
It’s as if all the glamour of Rock ‘n’ Roll were reincarnated into one building—and that’s the point. The Sound Lab offers visitors an interactive, multi-media environment in which to engage their own musicianship. As a point of comparison, on average, performing arts organizations sold approximately 50% of their tickets online in 2013 (Capacity Interactive 2013 Benchmark Study). During the course of the campaign, online membership sales increased by 104% year-over-year and overall membership sales grew 45%. Furthermore, these tactics lend themselves to a larger strategy of leading ticket buyers further down the funnel and turning them into members. EMP Museum is a crazy building, designed to look like a smashed guitar. To achieve that feat, the architect used 3,000 panels, made up of 21,000 individually cut, shaped and painted steel and aluminum shingles. Just like any other museum, you can’t touch anything in those exhibits, but EMP Museum does allow you to be hands-on in other areas. Jimi Hendrix, Nirvana, Pearl Jam, Soundgarden, Modest Mouse, The Foo Fighters, and Macklemore are on the short list of Seattleites who have transformed Rock forever. Its mission is to inspire us to explore and develop our own creative and imaginative potential by making our own art.

The EMP Museum began as Allen’s tribute to Hendrix and other pop music icons, but it has evolved into a celebration of pop culture in general. In conceptualizing the EMP’s appearance, Gehry sought to capture the undulating nature of music, itself. If you’ve never played an instrument, and have always wanted to learn, you can choose from a wide variety of instruments to experiment with. EMP Museum (EMP stands for Experience Music Project) allows you to get up-close and personal with music history, jam out on instruments (even if you have no previous experience) and see one-of-a-kind memorabilia from movies and television. You can play different instruments inside the Sound Lab (click here to watch Tove jam on the keyboard) and you can also rock out with your family and friends On Stage. You can actually save anywhere from $2 to $5 on admission by purchasing your EMP Museum tickets online.
Not only does the EMP memorialize the history of Rock ‘n’ Roll, Hip Hop, and Disco, it also honors the legacies of Science Fiction, Fantasy, and Horror genres. The psychedelic and serpentine coherence of its patch-worked shapes is aesthetically compelling, urging visitors to begin an unforgettable voyage. He cut apart a number of guitars and reassembled them into a rippling collage, which became his blueprint for the final look of the museum. A sweeping collection of guitars, drums, keyboards, samplers, and mixing consoles encourage the creative imagination in everyone. If you plan on seeing other top Seattle attractions, we highly recommend the Seattle CityPASS. A historically American genre of pop music, Rock ‘n’ Roll was borne out of our need for expression, curiosity, and independence.
You can save 43% on six major Seattle attractions, including EMP Museum and the Space Needle.
You can even jam with your friends on different instruments at the same time in Lab’s Jam Studio or in one of its Soundproof Rooms. As it opens your mind to your own, unique, creative potential, the Sound Lab will electrify your imagination well after your visit to the museum.

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