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September 11 2024
By Jim Richardson
In recent years, podcasts have become a dynamic way for museums to connect with their audiences, extending the visitor experience beyond gallery walls. The Southern Utah Museum of Art (SUMA) has embraced this trend with its podcast, ‘SUMA Observations & Conversations’, which offers listeners a behind-the-scenes look at the museum’s activities, featuring in-depth conversations with artists, curators, and staff. In a special session for MuseumNext, SUMA’s Director of Marketing and Design, Emily Ronquillo, along with Public Relations and Digital Marketing Associate Lisa Hardy and Social Media Associate Alek Nelson, shared how their podcast has evolved into a powerful storytelling tool.
From Vision to Airwaves: The Birth of a Podcast
SUMA’s podcast journey began in the summer of 2021, driven by a desire to make art accessible in rural Cedar City, Utah. The museum’s founder, artist Jimmie Jones, envisioned bringing world-class art to this community, and the podcast has become a modern extension of that mission. Initially launched as a short series featuring interviews with artists, the podcast has since evolved into a platform that explores a broad range of topics related to the museum’s exhibitions and projects.
“Podcasting was a natural fit for us,” says Emily. “We wanted to create something that felt approachable and conversational, reflecting the museum’s ethos of accessibility. You don’t need to be an art historian to enjoy our content—we’re learning alongside our listeners.”
Success Stories: Making an Impact Through Audio
One of the standout moments for SUMA’s podcast was during the *A Dream Deferred* exhibition, featuring artists Vitus Shell and Aisha Lehmann. Instead of sticking to a single format, the team adapted by recording a live gallery talk with one of the artists, capturing the immediacy and emotion of the moment. This flexibility allowed the podcast to reflect the diversity of experiences at the museum, making each episode a unique journey for listeners.
The impact of the podcast is reflected in its growing audience, which extends beyond the local community. When SUMA featured the BRUTAL DC exhibition, they invited not only art experts but also engineers and architects to discuss the principles of Brutalism—a cross-disciplinary conversation that connected art and design in unexpected ways. “That episode was a revelation,” recalls Lisa. “It brought together different fields and showed how universal some of these concepts are.”
The Three P’s of Podcasting: Priorities, People, and Packaging
Emily, Lisa, and Alek attribute much of their podcast’s success to their focus on the “Three P’s”: priorities, people, and packaging.
Priorities: Enhancing the Visitor Experience
SUMA’s primary goal with the podcast is to enhance the visitor experience, rather than merely driving foot traffic. “Our approach is to use the podcast as a supplementary tool,” Emily explains. “We’re not just promoting exhibits; we’re providing deeper insights and making connections that might not be immediately apparent when you walk through the doors.”
Lisa shared compelling statistics from eMarketer.com, noting that global podcast listenership is expected to rise to 653 million by 2027. This growing trend underscores the potential reach of podcasts, especially for museums in remote areas like SUMA. “It’s about meeting our audience where they are,” Lisa says. “Whether they’re in Cedar City or halfway around the world, we want them to feel connected to what we’re doing here.”
People: Engaging Diverse Voices
SUMA’s podcast thrives on the diversity of voices it brings to the table. By leveraging its academic setting, the museum features a range of experts, from visiting artists to university professors. This multidisciplinary approach not only enriches the content but also makes the podcast a valuable educational tool.
A key component of the podcast’s success is its student involvement. Both Lisa and Alek, who are pursuing Master’s degrees in Arts Administration, have taken on roles in producing the podcast, gaining real-world experience in the process. “Having students involved keeps the content fresh and relevant,” Alek notes. “It also gives us the flexibility to experiment with different formats and ideas.”
Packaging: The Practical Side of Podcasting
SUMA’s pragmatic approach to podcasting is all about using available resources wisely. The team started with basic equipment, like phone microphones and the university’s radio studio, and gradually invested in more specialized gear. “You don’t need a Hollywood studio to make a great podcast,” Emily emphasizes. “We’ve learned that it’s more important to get started and improve as you go.”
To distribute their episodes, SUMA uses Spotify for Podcasters, a free tool that allows them to reach listeners on multiple platforms. Social media also plays a key role in promoting the podcast. The team creates engaging clips from each episode, which they share on Instagram and other channels, helping to draw in new listeners and keep existing fans engaged.
Looking Ahead: Expanding the Podcast’s Reach
As SUMA’s podcast continues to evolve, the team is exploring new ways to enhance their content. Plans include incorporating video into the podcast to provide a more immersive experience and experimenting with shorter, more frequent interviews to keep the content varied and engaging.
Reflecting on their journey, Alek shares his hopes for the future: “I’d love to see us doing more bite-sized episodes that we can share on social media—quick, insightful conversations that highlight different aspects of what makes SUMA special.”
Emily echoes this sentiment, highlighting the podcast’s role in fulfilling the museum’s mission: “We’re not just preserving objects; we’re telling their stories. Our podcast is an extension of that storytelling, and we’re excited to see where it takes us next.”
Bringing the Museum to the Masses
SUMA’s podcast, *SUMA Observations & Conversations*, is more than just a marketing tool—it’s a vital part of the museum’s effort to make art accessible to everyone, regardless of location. By focusing on storytelling, leveraging diverse voices, and staying flexible with their approach, SUMA has crafted a podcast that not only enhances the visitor experience but also broadens the museum’s reach.
For museums and cultural institutions looking to dip their toes into podcasting, SUMA’s experience offers valuable lessons: start with what you have, let your mission guide your content, and don’t be afraid to experiment. As SUMA’s team has shown, the real power of podcasting lies in its ability to connect, educate, and inspire—one episode at a time.
For more episodes of SUMA Observations & Conversations, visit your favourite podcast platform and tune in to discover the stories behind the art.
About the author – Jim Richardson
Jim Richardson is the founder of MuseumNext. He has worked with the museum sector on digital and innovation projects for more than twenty years and now spends his time championing best practice through MuseumNext.
