The Museum of The Cherokee Indian, located in Cherokee, North Carolina, is a non-profit that began with a small collection of Cherokee artifacts in 1948. The museum is a part of the Eastern Band of Cherokee Indians, which is one of the original tribes of the area.
One of the ways they vary from other museums is in their mission: ‘To perpetuate and preserve the history, culture and stories of the Cherokee People.’
A lot of their work is done outside of the museum and in the community on various cultural revitalization projects, such as sponsoring a traditional Cherokee dance group. The museum’s staff pride themselves in being an independent organization with a dual role, a museum with an extensive artifacts collection and a community centre for the Cherokee community.
Attracting Foreign Language Visitors
Even though the Museum of Cherokee Indian is a non-profit, they receive a majority of their budget from ticket sales and museum store sales. As such, the museum operates with a strategic business plan focus on guest experience and visitor growth.
The museum wanted to provide immersive guest experiences by making strategic investments in technology and storytelling to improve their exhibits, which led them to start thinking about audio tour solutions.
The museum sought to find a way to increase international non-English speaking visitors which had been in decline since 9/11. Staff also recognized the opportunity to meet the needs of a steadily growing Hispanic community in North Carolina.
“We’ve found that having audio tours is a lot easier than having to change the exhibits or provide a whole translation of the visit in different languages,” says Barbara Duncan, the Education Director.
To solve these challenges, the Museum of Cherokee selected an audio guide solution to deliver visitor-first experiences.
Our Creative team collaborated with cultural specialists, tribe members, and the staff of the museum to create a script that shares the Cherokee experience, producing audio with authentic cultural music and sounds.
The Museum of Cherokee Indian now offers tours in Spanish, German, and their native Cherokee.
More Self-Directed Audio Guide Experiences
With the addition of an audio guide solution to the museum, Barbara and her team have had a very positive reaction by visitors to their new audio tours. One of the significant changes is most visitors are seeking self-guided experiences. The new service has been a great success increasing visitation.
“The audio tours allow us to respond nimbly to the plan to add more foreign languages to respond to the needs and efforts of the tribal marketing department.”
In the future, the museum plans to add more languages combined with foreign language marketing to attract new foreign language markets.