Revived Science Museum Oklahoma setting attendance records, bringing back popular traveling exhibit
A version of this story appears in the 2017 Outlook: The Way We Live special section in Sunday's The Oklahoman.
Embodying a comeback
Revived Science Museum Oklahoma is setting attendance records and bringing back a popular traveling exhibit that helped it get through hard times.
A bass drum changed its beat with the heart rhythms of different animals, a stick poked through the spokes of a spinning bicycle wheel made a rhythmic ticking and a bass guitar made from a water jug reverberated with a sound not unlike a didgeridoo.
Over these sounds of experimentation, the shouts and laughter of children echoed throughout Science Museum Oklahoma’s CurioCity on a rainy spring Saturday.
“At one point we calculated that if you pressed every button and read every line that was in CurioCity alone that it would be a 10-hour visit. And that’s just about 20,000 square feet of our much larger … building. So, there’s a lot to do,” said Colin FitzSimons, chairman of the museum’s board of trustees.
Surrounding the crowded exhibit’s elaborate water table, youngsters oohed in wonder as they manipulated a strange bubble of liquid and fog, a recent addition to the children’s area that just opened a year and a half ago.
“That was an absolute reaction of talking to our visitors because they weren’t using the water table in CurioCity like they were in (the old children’s area) Kid Space, and we started asking why is that. We started putting different things out in the water table to see what people liked, what they didn’t like. We changed it. We saw, ‘it’s not working,’ so we made it better,” said Sherry Marshall, the museum’s new president and CEO.
“We’re not afraid to keep going and keep learning and improving.”
That attitude is has been essential to a remarkable turnaround for the science museum, a venerable Oklahoma City institution that went from nearly shuttering in the early 2000s to recording one of the biggest single days of attendance in its history during spring break 2016.
“We did look at closing the museum at one point, but realized because a lot of the artifacts that are from the Air Force or the National Air and Space Museum or the Navy or NASA, all of those artifacts, have to be returned at the museum’s cost should we end the loan … it was almost as expensive to close the museum as it was to keep it going. And this community deserved a great science museum,” said Don Otto, who retired last fall as the museum’s CEO and president.
“(Museum founder) John Kirkpatrick had a great vision for this place. He wanted a place where families could come and learn about science and the arts, and it would be a shame to lose that. So, we set out to figure it out. Made a lot of changes. Virtually everything changed because it had to.”
Making a difference
Marshall admitted she has trouble recalling birthdays and anniversaries, but she has no problem remembering June 6, 1994, the date she started working at the museum then known as the Omniplex. Nor does she struggle to remember what she was doing in the summer of 1978, when she attended camp in the museum’s current home just a few months after it moved from State Fair Park.
“It wasn’t until I had already worked here for maybe five or six years that my sister uncovered a paper that I wrote about how I loved this place and I wanted to work here someday – that I’d written in fifth grade,” she said. “I know firsthand what an institution like this can do for a person’s life. We say, ‘Oh, we change people’s lives.’ No, we really can change people’s lives. I would not have a degree in physics or have studied chemistry if I had not had those two summers at this place where I felt I found my people.”
By the time her sister unearthed that paper, however, the museum was struggling.
“There were times that we weren’t sure how we were going to meet payroll. For a variety of reasons, there hadn’t been a lot of recapitalization done, so there wasn’t anything new on the floor. People would say, ‘I’ve seen all of that; let me know when you bring in a new traveling exhibit and I’ll come back,’” said Otto, who came to the OKC museum in 2004 after retiring from the Fort Worth (Texas) Museum of Science and History.
“We focused on the idea of making this the greatest science museum in the country. … We focused on families, focused on individuals and tried to figure out how to make that individual experience something special.”
While the staff got creative redesigning and building new exhibits, a couple of big traveling shows helped boost interest: “Titanic: The Artifact Exhibit” set a museum attendance record in 2003, and "Our Body: The Universe Within,” a collection of human bodies dissected and preserved in a plasticized state, drew thousands of fascinated visitors in 2007.
“That allowed us to begin to plow revenue … beyond expenses back into the museum,” Otto said. “People started taking notice, and the Reynolds Foundation said, ‘I think we want to be a part of that.’ So that really has moved the museum to a new level.”
Making a comeback
In 2007, the institution changed its name from Omniplex to Science Museum Oklahoma and received a $7.2 million grant from the Donald W. Reynolds Foundation to launch the Oklahoma Museum Network, which Marshall oversaw for several years. The grant allowed the museum to develop hands-on exhibits to debut in Oklahoma City and then send to four partner museums around the state.
It was another catalyst, but also a chance for the museum to prove itself. When the museum embarked a few years ago on a capital campaign to fund extensive improvements, the foundation gave a $12 million grant.
On Father’s Day 2015, the museum unveiled one of the biggest changes in its almost six-decade history: a 20,000-square-foot, $9 million family exhibition named CurioCity that was designed to teach children, parents and grandparents about science through exploration and creative play.
The next phase of the two-year, multimillion-dollar renovation was finished in time for spring break 2016 and included a new entrance and gift shop, improved parking lot and remodeled art space.
“What CurioCity has done for us and what the community thinks of it is a new high bar for us,” FitzSimons said. “We’re still astonished at the numbers of people that are coming in. More and more. We’re setting records most months still, and CurioCity has been open a year and a half. The community has really embraced the change in the new entrance, in CurioCity, but they also have a passion for everything that’s there that’s always been there.”
Making plans
The museum’s board is not only finishing up its $22.4 million capital campaign that paid for the remodel but also looking ahead to the future.
“Having the board recognize the quality of Sherry Marshall and install her as the next president of this organization is terrific,” Otto said. “She’ll do a great job. It’s been fun watching her grow. … She’s that woman who at 9 years old said, ‘That’s what I want to do when I grow up.’ And she did.”
In the immediate future are plans to bring back the strange plasticized bodies that were such a hit a decade ago. The related traveling exhibit called "Bodies Revealed" opens April 29 at the museum.
But the staff and board also are looking further ahead and pondering questions like what might be done with the former dome theater space.
“I know that we want to see how we can involve our community more. We want to find projects that are meaningful and big and fun,” Marshall said.
“Every single day – and it sounds really cheesy – it blows my mind,” she added, getting emotional. “Every time I walk in the door, I’m blown away by what this place was, what it means and what it’s become. … It’s an overwhelming emotion. I’m so fortunate to be a part of it, to have seen that evolution.”
GOING ON
“Bodies Revealed”
When: Opens April 29.
Where: Science Museum Oklahoma, 2020 Remington Place.
Information: www.sciencemuseumok.org.
-BAM