Bloomberg Businessweek

Reaching Fresh Audiences

Museum Hack’s tours are attracting crowds of first-time visitors to America’s art institutions

Advising museums on audience development isn’t a scenario Nick Gray had in mind when he first turned his hobby—giving friends oddball tours of New York’s Metropolitan Museum of Art—into a small business. An entrepreneurial type who founded a web-hosting service while in high school, he always found museums “cold, both emotionally and physically.” Then a date led him through the Met with an emphasis on her individual passions—and the museum became a favorite spot.

Gray perfected his tours by pestering friends with feedback forms.

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