About VSA

About VSA

VSA is today’s premier professional organization focusing on all facets of the visitor experience in museums, zoos, nature centers, visitor centers, historic sites, parks and other informal learning settings. We’re committed to understanding and enhancing visitor experiences in informal learning settings through research, evaluation, and dialogue.

VSA's members are a diverse and dynamic group of individuals including evaluators, educators, exhibit developers, designers, marketing professionals, planners, academics, and directors who share a passion for improving the quality of visitor experiences. VSA also boasts an outstanding international membership from twenty different countries.

Become a member today!

Our Vision

The Visitor Studies Association (VSA) envisions a world where citizens embrace lifelong learning and where learning in informal settings benefits individuals, communities and society at large. VSA views the role of informal learning organizations as facilitators of these experiences and assumes that a respect for and understanding of visitors is essential.

Our Mission

We are a membership organization dedicated to understanding and enhancing learning experiences in informal settings through research, evaluation, and dialogue.

Our History

VSA was founded in 1990 and held its first conference in 1988 when a small group of research and evaluation practitioners and museum adminiatrators convened in Anniston, Alabama. Due to some dedicated work of a few individuals, visitor studies are now an increasingly accepted part of museum practice. Today, VSA has evolved into a dynamic professional organization. We are focused on meeting the growing demand for the tools and inspiration to better understand visitors, as well as best-practice strategies for how to attract, educate and serve them.

Contact Us

Association Manager
2885 Sanford Ave SW, #18100
Grandville, MI 49418

(740) 872-0566 Phone
(301) 637-3312 Fax


Board of Directors

Visitor Studies Association would not be possible without the exceptional support of its Board of Directors.

    Executive Committee

    • President - Joe Heimlich,
      The Ohio State University
    • President-elect - Kimberlee Kiehl,
      Smithsonian Early Learning Center
    • Vice President, Organizational Development Dave Ucko, Museums + More
    • Vice President, Outreach Development - Bob Breck
    • Vice President, Professional Development -
      Jessica Luke, University of Washington
    • Treasurer - Sarah Cohn, Science Museum of Minnesota
    • Secretary - Randy Roberts, Shrem Museum of Art, University of California, Davis
    • Past President - Dale McCreedy, Franklin Institute

Board Members

    • Marcie Benne, Oregon Museum of Science and Industry (Chair, Membership Committee)
    • Kate Haley Goldman, Audience Viewpoints
    • Laura Huerta Migus, Association of Science Technology Centers (Chair, Board Development Committee)
    • Elisa Israel, Saint Louis Science Center
      (Chair, Professional Development Committee)
    • Camellia Sanford, Rockman et al
      (Chair, Conference Planning Committee)
    • Randi Korn, Randi Korn & Associates
      (Chair, Development Committee)
    • Saul Rockman, Rockman et al
    • Gina Svarovsky, Science Museum of Minnesota
      (Chair, Communications Committee)

(740) 872-0566 Phone
(301) 637-3312 Fax

2885 Sanford Ave SW, #18100
Grandville, MI 49418
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