We saw an opportunity to take our existing
space-themed programming, bundle it with the cinema, and create additional
experiences for a variety of age groups
Everywhere you turn this summer, people are talking about
the 50th anniversary of the historic moon landing, and Apollo 11:
The First Steps Edition is the perfect film to get space enthusiasts into
giant screen theaters. But Carnegie Science Center in Pittsburgh, Pennsylvania,
saw an opportunity to do more than offer just a film to teach visitors about the
monumental achievement. “We want visitors to be as excited about the lunar
landing and space as the public was when we first landed on the moon,” says
Nicole Chynoweth, Carnegie Science Center’s Manager of Marketing, Public
Relations, and Social Media. “With Apollo
11: First Steps Edition, we saw an opportunity to take our existing
space-themed programming, bundle it with the cinema, and create additional
experiences for a variety of age groups.” And with that, Carnegie Science
Center’s “Summer of Space” was launched.
Carnegie Science Center’s “Summer of Space” is a
multi-departmental effort, with Apollo
11: First Steps Edition serving as the centerpiece of the programmatic
theme throughout the whole summer. The goals for the program are to educate
visitors about Apollo 11 and astronomy, delight them with interactive
space-themed activities and events, and inspire them to develop an interest in
all things space.
“The film really informed all our ‘Summer of Space’
programming because it immerses viewers into the action, which is something we
aim for in all our museum offerings,” says Chynoweth. “It inspired our staff to
develop activities and events that will teach visitors about the mission’s
history, the science behind it, and the minds that collaborated to make the
voyage a success.”
For almost a year, staff from Carnegie’s Visitor Engagement,
Marketing, The Rangos Giant Cinema, and Live Demonstration Theaters departments
met monthly to brainstorm the “Summer of Space.” Using each team member’s
talents, Carnegie generated meaningful, entertaining programming that builds
off the film and the museum’s existing space elements.
The Buhl Planetarium already offers robust, space-inspired
programming and exhibits, including SkyWatch, a monthly stargazing event; daily
planetarium shows for all ages, including Stars Over Pittsburgh, which
focuses on what visitors can expect to see in the night sky over the city; and
SpacePlace, an exhibit area featuring a replica of the International Space
Station. In addition, they are offering the following:
- Fly Me to the Moon, a new planetarium
show that puts the spotlight on Pittsburghers who helped make the giant leap
possible.
- 18+ Apollo Moonshot Celebration, an evening of
discovery and astronomy fun for adults 18+ on July 19 that included the Apollo 11: First Steps Edition movie, talks
with historians, and stargazing with telescopes.
- Solar Sundays, during which visitors safely
observe the sun with solar telescopes and sun funnels.
- Moon Mondays, a story-time presentation in the
planetarium for early learners.
Carnegie also presents daily demonstrations that focus on
flight, and slated to open later this summer is Sun, Earth, Universe, a new exhibition created by the National
Informal STEM Education Network (NISE Network) in collaboration with NASA.
The hosts of “SNaQ,” the science center’s “Science News and
Qs” podcast, plan to produce several space-themed episodes throughout the
summer to tie into “Summer of Space.” Their episode featuring Dr. Jim Green,
the chief scientist of NASA, is online now.
Café Scientifique, a monthly event during which science
experts give a talk and Q&A session on specific topics, will have a moon
theme for July as Carnegie welcomes presenter John Thornton, chief executive
officer of Astrobotic, Technology, Inc. Thornton, whose company was recently
selected by NASA for a $79.5 million contract to deliver payloads to the moon
in 2021, will give a talk titled “Making the Moon Accessible to the World.”
In addition, Space Out! Astronomy Weekend on July 20–21,
coincides with Apollo 11’s anniversary weekend. It includes Apollo 11-inspired
activities throughout the museum, space-themed presentations, and telescope
viewing with Amateur Astronomers Association members and other local
astronomers. Alex Valentine, a retired NASA lunar cartographer who helped make
the moon landing a success, is among the experts participating in the event.
Visitors can even take “Summer of Space” home with them. The
science center’s XPLOR Store gift shop is fully stocked with space-related
souvenirs, toys, books, and T-shirts.
Localizing the content and looking for regional connections helps make the mission more real for visitors
Through planning all of this, the Carnegie staff learned a
lot about the Apollo 11 mission and what NASA is working on today, and they
hope their enthusiasm is apparent as they present each “Summer of Space”
program. “Localizing the content and looking for regional connections to Apollo
11 helps make the mission more real for visitors,” says Chynoweth. “They see
that Pittsburghers, people who grew up going to the Buhl Planetarium, people
just like their neighbors, were able to make an impact.”
Carnegie is marketing the program through paid and unpaid
social media; digital advertisements; TV commercials; billboards; and their
quarterly brochure, Explore. They’re also pitching “Summer of Space” to
media, recognizing that the 50th anniversary of Apollo 11 is top of
mind for feature reporters right now. In addition, there is a giant inflatable
astronaut atop the roof of the entrance portico, signaling to everyone who
visits Pittsburgh’s North Shore that Carnegie Science Center is the city’s
destination for celebrating Apollo 11’s anniversary.
Carnegie is also excited to offer Apollo 11 during the
summer camp season, which will ensure that thousands of children throughout the
Pittsburgh area get to see the documentary. Additionally, they’ll show Hidden Figures on July 24 as part of its
Science on Screen® series, an initiative of the Coolidge Corner Theatre, with
major support from the Alfred P. Sloan Foundation. That event will include an
introduction by Dr. Elayne Arrington, a former aerospace engineer.
Though the “Summer of Space” programming didn’t kick off
until late-June and July, Carnegie has already received great feedback about
the movie from visitors. Carnegie will measure the program’s success through
attendance, click-through rates, and social media engagements, but visitor
feedback and connecting with new audiences are also important. Carnegie is
hopeful that, with space being such a universally fascinating topic, “Summer of
Space” will show the public that Carnegie Science Center and The Rangos Giant
Cinema offer exciting experiences for all, no matter their age.
The lesson becomes more real and immersive as visitors
experience each offering and make connections between them
As Carnegie prepared to launch the “Summer of Space”
programming, the organization learned how to involve a variety of departments
to elevate experiences for all visitors. “It’s not just, ‘Here’s the new movie
for the summer,’” says Chynoweth. “It’s, ‘Here’s our new movie for the summer.
Let’s think of all the ways we can connect it to our exhibits and live shows.’
We’re taking a holistic approach, and that’s what we’ll employ for future
educational films, too. For example, we plan to open Superpower Dogs
later this year, and we’re developing a full slate of related programming that
will connect science education with man’s best friend.”
“Since remodeling our theater in 2017, “Summer of Space” is The
Rangos’ first major, museum-wide programming effort,” says Chynoweth. “We look
forward to learning from this experience to identify other opportunities to
connect films with exhibits and live shows at Carnegie Science Center.”
“Tying the theater more closely to museum-wide programming
allows the science center to teach visitors through multiple learning styles,”
Chynoweth continues. “Visitors can see the movie, fly through space in the
planetarium, and watch flight principles in action at one of the daily
demonstrations. The lesson becomes more real and immersive as visitors
experience each offering and make connections between them. Their visit becomes
much more than just a fun day at the Science Center—it becomes a space
experience.”
Please forward requests for information to Manager of
Marketing, Public Relations, and Social Media Nicole Chynoweth at ChynowethN@CarnegieScienceCenter.org
or 1-412-237-1537.