The past year saw increases in visitors, membership and field trips for The Mississippi Arts + Entertainment Experience as the museum works to develop a strategic plan to carry its mission into the future, President and CEO Penny Kemp told Meridian rotarians Wednesday.

 

In 2024, The MAX saw a 50% increase in the number of people visiting the museum, as well as a 30% increase in membership and twice as many field trips as compared to the year before, Kemp said. The museum saw visitors from 43 states and highlighted work by more than 40 Mississippi artists, she said.

 

“We also partnered with at least a dozen or more institutions, arts and cultural groups, not just in Meridian but around the state,” she said.

 

Kemp, who joined The MAX just over a year ago, said growing the museum’s audience is a good first step, but the museum also has a mission that it needs to fulfill in both celebrating the contributions of Mississippians to arts and culture, as well as empowering and encouraging the next generation of artists to make their marks also.

 

As part of that mission, Kemp said The MAX worked with Mississippi State University’s National Strategic Planning & Analysis Research Center, or NSPARC, to conduct a survey looking at what the museum is doing right and where it can improve.

 

“Ninety-six percent positive perception, I was very pleased to see that, and over 90% agree that we are fulfilling our mission showcasing Mississippi arts and culture and nurturing future creatives,” she said.

 

The MAX has done a great job at growing its numbers over the past year, Kemp said, but part of the strategic planning must include input from the community about what types of programs are needed, what activities and events people want to see and what kinds of things people will support.

 

Membership is not just a way for arts and culture enthusiasts to save money. It’s a key aspect of funding for The MAX throughout the year. Kemp said membership, sponsors for events like Sipp & Savor, coming up on April 12, and other key fundraising opportunities are what allow the museum to operate and provide the programming it has to the community.

 

“To give a little context, there is not a museum, and I’m certain someone can back me up on this, there is not a museum on the planet that makes it on earned revenue. Period. Full stop,” she said.

 

The MAX is also growing its footprint in both its marketing and fundraising efforts. Drawing in outside visitors to come to The MAX and attracting the interest of foundations and funds outside of Meridian and Lauderdale County will be key to the museum’s future, Kemp said.

 

The MAX is currently hosting an exhibit of photographs by Mississippi native Kate Medley titled: “Thank You Please Come Again: How Gas Stations Fuel & Feed the American South,” which highlights the cultural roles played by gas station restaurants in the Deep South, Kemp said.

 

Coming up in April, The MAX has partnered with Earth’s Bounty to host the monthly farmer’s market in the museum’s courtyard. The market also coincides with the museum’s first Saturday free admission days, which will allow residents to tour both The MAX and the market for free.

 

On April 12, The MAX will host its annual Sipp & Savor event, which is its largest fundraiser of the year. The event will bring more than 40 renown chefs and master mixologists to the museum to treat attendees with tantalizing bites and drinks. Tickets for the event are on sale now.

 

For more information about The MAX, its programs or to purchase tickets to upcoming events, visit msarts.org.