Author Archives: Max van Balgooy

About Max van Balgooy

President of Engaging Places LLC, a design and strategy firm that connects people to historic places.

A History Podcast Wins Big—And Offers Clues for Museums’ Future

New Guide: Writing Professional Memos for Museum Work

Over the years, I’ve noticed something consistent in my museum management courses: graduate students are well-prepared to write academic papers, but many struggle when asked to write professional memos—the format that museum directors, CEOs, and board members actually read.

This isn’t a flaw in their abilities; it’s a mismatch between what universities traditionally teach and what museums need. Academic writing is designed to demonstrate thinking. Managerial writing is designed to support decisions.

In the museum field, we write memos all the time—to recommend actions, summarize findings, or prepare leaders for decisions. That’s why many of the assignments in my courses require students to write to a real audience: a museum director, board chair, or CEO. Students practice being clear, concise, and actionable—skills that will serve them throughout their careers.

At recent professional conferences, I’ve also heard colleagues say that emerging professionals often struggle with executive communication. They know their subject matter, but don’t always know how to structure recommendations for decision-makers. Supervisors want to help, but explaining “how to write a memo” can be surprisingly difficult without concrete models.

For years, I’ve used the FranklinCovey Style Guide for Business and Technical Communication as the foundation (available free online). It offers excellent standards and a managerial memo structure that aligns beautifully with museum leadership needs.

Still, many students found it challenging because executive writing feels so different from college writing. So I created a new two-page memo about memos: “Writing Professional Memos in Managerial Format” (available as a free download at the end).

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Eight Ways to Engage Visitors at Museums and Historic Sites

Move beyond what we tell visitors to what they actually do—and discover how eight types of experiences can deepen learning and meaning.

When we think about interpretation in museums and historic sites, we often focus on what we want to say—the stories, facts, and insights that bring history to life. But what if we focused instead on what visitors do?

That simple shift—from content to experience—changes how we design tours, exhibitions, and programs. It encourages us to move beyond “telling” and toward engaging, offering visitors a range of ways to learn, reflect, and connect.

Recently, I’ve been revisiting an idea from educational research called the Eight Learning Events Model, developed at the University of Liège in Belgium. It identifies eight ways people learn: receiving, imitating, practicing, experimenting, exploring, creating, debating, and reflecting. Although the language in their articles is academic (and a bit European in tone), the concept translates beautifully into the world of museums. With a little adaptation, I’ve reimagined these eight learning events as the “Eight Ways to Engage Visitors.”

A Spectrum of Engagement

At one end of the spectrum, visitors receive information. They listen, read, or watch as museums provide structure and context—through a guided tour, an introductory panel, or a short video.

The next few experiences—observing, practicing, and experimenting—invite more active participation. Visitors watch a demonstration, try out a skill, or test how something works. These steps increase a visitor’s sense of agency. The museum moves from telling to showing to inviting.

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When “Accuracy” Means Ideology: A Closer Look at the Heritage Foundation’s Historic Sites Guide

The Heritage Foundation’s new The Heritage Guide to Historic Sites: Rediscovering America’s Heritage promises to help Americans find “accurate” and “unbiased” history at presidential homes and national landmarks. Presented as a travel and education tool for the nation’s 250th anniversary, the site grades historic places from A to C for “accuracy” and “ideological bias.”

At first glance, it looks like a public service. But a closer look reveals that even when Heritage cites “evidence,” its historical reasoning exposes deep methodological and ideological flaws.

The Appearance of Evidence

The Heritage Foundation awards James Madison’s Montpelier in Virginia a C for historical accuracy, claiming the site shows a “notable lack of focus on James Madison” and that:

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Bold Ideas, Thin Evidence: Reading the Jenrette Report with Caution and Curiosity

The Jenrette Foundation’s State of American Historic Preservation Education (September 2025) lands like a wake-up call for our field. At more than 25 pages, it’s not just a summary of trends in preservation education—it’s a challenge to rethink what we mean by “historic preservation” altogether. Although the report focuses on universities and training programs, its insights are strikingly relevant for leaders at historic sites and house museums.

At its core, the report argues that historic preservation is due for a rebranding—not a new slogan, but a new mindset. “Preservation isn’t about old buildings,” the authors write, “it’s about shared futures.” That’s a phrase that will resonate with anyone who’s struggled to convince visitors, funders, or policymakers that historic sites matter. For years, preservationists have known that saving a place is just the start; what matters is how that place connects to people, stories, and community life. The Jenrette report gives that idea institutional weight, calling for preservation to be seen as a civic, cultural, and economic force—an engine for workforce development, sustainability, and belonging.

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From Julia Child to Lowriders: Interpreting History at the Smithsonian on the Eve of a Shutdown

Although the federal government shutdown has started, the Smithsonian museums will remain open at least through Monday, October 6. Despite the media’s attention on 12:01 am on October 1, shutdowns don’t happen immediately because stopping a huge bureaucracy takes time, plus each agency has to determine who will be furloughed and who is essential—that’s why air traffic controllers keep working at airports but not educators at museums. Secondly, agencies can use private funds to continue operating, which is why the Smithsonian can keep the doors open a few more days.

I was fortunate to visit the National Museum of American History on September 30 with my “Interpreting Historic Sites and House Museums” course at George Washington University. For a couple of hours, my students analyzed the interpretation in two exhibitions that included historic buildings: Food (featuring Julia Child’s kitchen) and Within These Walls (featuring the 1750s Ipswich House, the largest object in the collection). They did a terrific job uncovering topics and themes, discussing how women are represented, and the assessing the use of objects.

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Navigating Community Engagement in Museums in a Charged Political Climate

I attended a timely and thought-provoking session at this year’s AASLH Annual Meeting called Bridging Divides: Navigating Challenging Histories Through Community Engagement on September 13. It gathered five panelists—Angela O’Neal, Columbus Metropolitan Library, Columbus, OH; Rebecca Asmo, Ohio Humanities, Columbus, OH; Jason Crabill, Decorative Arts Center of Ohio, Lancaster, OH; Kaitlyn Donaldson, Lorain Historical Society, Lorain, OH; Doreen Uhas-Sauer, Rickenbacker Woods Foundation, Columbus, OH—who shared practical advice for how museums and historic sites can continue doing meaningful work in an era of heightened scrutiny, political pressure, and declining trust. I want to share my notes here, not as a verbatim report, but as highlights of ideas that struck me as especially useful for our field.

Protecting Institutions While Advancing Mission

The panel emphasized that today’s environment did not emerge overnight, so institutions can look to history and the humanities for guidance. Two watchwords were don’t obey in advance and don’t over-comply. When regulations restrict action—such as a requirement to remove feminine hygiene products from restrooms—organizations can comply while still serving their audiences by relocating them to staffed areas. Institutions should avoid inviting unnecessary trouble, ensuring content is evidence-based, factual, and defensible. Even the naming of grants matters: choose descriptive, straightforward titles rather than attention-grabbing language that might provoke critics.

Building Credibility Through Storytelling and Relationships

Telling concrete, factual stories is essential. Because American history is often taught as headlines rather than complex narratives, museums must provide depth while remaining accessible. Community review of working drafts helps ensure relevance and reduces backlash. Listening for common ground creates ownership and fosters support. In some cases, reframing exhibits as art rather than history opens doors to difficult conversations. Festivals, events, and everyday relationship-building are as important as the exhibits themselves.

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Peel-and-Replace Signage: A Durable and Flexible Alternative for Outdoor Interpretation

*A large interpretive sign at Kinderdjik in the Netherlands.*

On a recent trip to Europe, I encountered one of the most durable yet inexpensive approaches to outdoor signage I’ve seen: printed sheet vinyl applied to thin aluminum laminate panels, typically 1/8 to 1/4 inch thick. These signs can be cut into custom shapes, mounted to walls or posts, and grouped together to present text in digestible sections. When panels need revision or repair, the vinyl surface is simply peeled away and replaced.

The advantages are striking. Because the medium is printed vinyl, designers can easily incorporate full-color photographs, maps, diagrams, and QR codes alongside text. Unlike banners, these signs don’t wrinkle or sag, giving them a crisp, professional appearance. Compared with porcelain enamel or glass-based panels—beautiful but costly and still prone to damage—the peel-and-replace model offers museums and nonprofits a flexible, affordable option.

There are cautions. Outdoor durability must be tested over time to ensure resistance to fading or peeling, and they may need to be framed if the sharp corners pose a safety hazard in high-traffic areas. If you’re in the Southwest, these metal signs could become hot enough to shorten the life-span of vinyl. Still, the opportunity is clear: this approach lowers barriers to producing high-quality interpretative signs. Next steps for museums include piloting small-scale installations to measure longevity, visitor response, and cost savings before broader adoption.

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Heading to Cincinnati for AASLH—Will You Be There?

This week I’m heading to Cincinnati for the American Association for State and Local History’s Annual Meeting—and I couldn’t be more excited. After a couple of years of scheduling conflicts that kept me away, I’m very much looking forward to reconnecting with colleagues and friends from across the country.

If you’ll be there, I hope to see you at the History Leadership Institute reception on Wednesday afternoon. If we miss each other then, perhaps we’ll cross paths in the exhibit hall or between sessions. Please do say hello—I always enjoy hearing what others are working on.

I’ve been fortunate to visit many of Cincinnati’s museums over the years, but there’s always more to discover. I’m especially looking forward to Friday morning’s walking tour of the Over-the-Rhine District (which includes a special preview of the new OTR Museum) and Friday night’s reception at the American Sign Museum. There are so many museums to see and I can easily recommend the Cincinnati Art Museum, Taft Museum of Art (in a historic house), Harriet Beecher Stowe House, National Underground Railroad Freedom Center, and the Cincinnati Museum Center (a multi-museum complex in a splendid Art Deco train station). In addition, I’ll make a return visit to two places within walking distance: the 21c Museum Hotel (a surprising blend of luxury hotel and contemporary art museum—what are they doing now?) and the Contemporary Arts Center (by Zaha Hadid, the first woman to design an art museum in the US—how it is holding up?).

It promises to be a week full of learning, inspiration, and connection. I hope to see many of you in Cincinnati!

Job Fairs: A New Public Program for Museums?

This fall, the Museum Studies Program at George Washington University is joining forces again with the History and Art History Departments to offer a Museums+ Internship Fair. Now in its second year, the fair connects undergraduate and graduate students with a wide range of museum and history internship opportunities in the DC area. For a couple of hours on a Friday afternoon, students will gather in the atrium of the Corcoran School of the Arts and Design to meet representatives from dozens of institutions—including the National Gallery of Art, Hillwood Estate, the National Museum of Women in the Arts, Supreme Court of the United States, White House Historical Association, and many more. The goal is simple: to help students discover just how much they can do with their degrees and to broaden their horizons by meeting professionals working across the museum and history fields.

As we’ve been preparing for the fair, I began to wonder—what if museums and historic sites flipped the concept and hosted a similar program for their own communities? Instead of being a service for students alone, imagine it as a public program, designed to connect local residents, businesses, and organizations with the museum itself.

Benefits to the Community

For many people working in business, technology, or traditional jobs, the idea of contributing their skills to a nonprofit or museum has never crossed their minds. They may not recognize that their expertise—whether in marketing, finance, customer service, or carpentry—has enormous value to cultural organizations. By connecting residents with organizations and ideas outside their usual circles, museums can help expand horizons and build confidence.