Director of Visitor Experience



   Deputy Director


   Exempt, Full Time


   Downtown Los Angeles


   March 2021




The Director of Visitor Experience (DVE) will provide both hands-on and strategic leadership and vision for all aspects of the visitor experience and the Visitor Experience Team. The DVE works closely with colleagues across the museum to provide an optimal, welcoming, inclusive, and first-class end-to-end visitor experience. This includes the moment a visitor reserves a ticket on a mobile device to when they are greeted at the front doors, their journey through the galleries, and their experience in The Shop or at any public or private events. The DVE is responsible for oversight of the Visitor Experience program including staff management, operations management, and program development. 


The Broad Visitor Experience Team, comprised of up to approximately 60 employees, implements a nationally recognized, mission-focused first-class visitor experience program that is consistently rated as outstanding, educational, and an experience that visitors would recommend to others. The program is built on the premise that every staff member in the museum is trained and empowered to engage visitors in an educational discussion about art while performing their core responsibilities: welcoming visitors of diverse backgrounds, issuing tickets, providing tours, working at virtual or live events/programs, facilitating access to popular installations, and helping protect the work on display.


Lead the Visitor Experience Team

  • Be a hands-on leader of the Visitor Experience Team. The Director of Visitor Experience supervises and mentors the Visitor Experience Team to provide a welcoming and first-class visitor experience.
  • Oversee successful recruitment, training, coaching, counseling, and retention of qualified high-performing front-line visitor experience employees, reflecting the diversity of The Broad’s 900K annual visitor base.
  • Engage staff by leading by example and actively working alongside the Visitor Experience Team when needed to ensure visitors enjoy an outstanding, educational, joyful experience that they would recommend to others.
  • Host and present at regular meetings of the Visitor Experience Team to share information, help build community, and support strong performance. 

Operations Management

  • Develop and manage Visitor Experience Team operating budget and revenue budget focusing on expense control and maximizing revenue while maintaining a consistently first-class experience for the museum’s visitors.
  • Continually review goals and recommend appropriate changes to standard operating procedures which promote consistently engaging, welcoming, and inclusive experiences to museum visitors.
  • Support attendance tracking and audience research efforts; ensure timely collection of visitor surveys and data. 
  • Develop a deep understanding of visitor demographics, purchasing patterns, and behaviors to deliver insightful analysis to support strategic vision and business decisions. 
  • Spearhead efforts to ensure accessibility for the widest possible public audience, including setting goals and implementing procedures to welcome a diverse audience, as well as target audiences, including families and tourists.
  • Work in close collaboration with Security, Operations, Facilities, Curatorial, and Collections Management to ensure the safety of visitors and artwork and the scheduling of museum maintenance, gallery changeouts, and other activity to maintain optimal visitor access and experience.
  • Play key role in helping to steward museum partners and sponsors, including facilitating access to the museum, programs, and/or special events.
  • Work in collaboration with Curatorial, Marketing and Communications, Retail, Audience Engagement, and other teams and partners (such as the restaurant) in the development and launch of key revenue driving initiatives.

Ticketing and Technology

  • Review and refine lobby experience including ticket selling, issuance, and distribution, visitor flow, line management, check-in processes, information distribution, and data capture for ongoing operations and for special exhibitions.
  • Monitor attrition and adjust ticket capacities as necessary to maximize access (in accordance with capacity limitations).
  • Monitor and make recommendations for improvement to integrated CRM, ticketing, mobile, and other digital systems, in coordination with Technology and Marketing and Communications Teams.
  • Coordinate policies regarding ticketing and group tours, while ensuring The Broad’s mission to provide access for the widest possible public audience.
  • Research and set ticketing prices and policies for special exhibitions in collaboration with museum leadership.

Program Development

  • Provide guidance, insights, and strategic direction on the Visitor Experience program design and development.
  • Facilitate institution-wide visitor experience efforts; provide strong programmatic support for The Broad’s events.
  • Ensure the Visitor Experience Team provides appropriate support to and collaboration with Audience Engagement and Marketing and Communications in developing and implementing school tours, family workshops and activities, and digital content.
  • Lead initiatives in community engagement to deepen relationships between the museum and various communities, constituencies, and organizations in greater Los Angeles and beyond.
  • Help develop plans for marketing and managing group tours including school tours in collaboration with Group Visit Manager and Marketing and Communications Team.
  • Participate in the ongoing development or refinement of The Broad’s mobile site, mobile tours, and other visitor-facing interactive systems.

Museum Operations and Safety

  • Oversee ongoing health and safety trainings for the Visitor Experience Team.
  • Collaborate with the Director of Security and the security staff to contribute to evaluating, establishing, and implementing safety and security standards for our Visitor Experience Team, visitors, and the art.


  • Maintain and refine institutional signage and wayfinding in collaboration with Marketing and Communications/Operations Teams, responsive to visitor needs and in collaboration with senior leadership, Security, and Facilities.
  • Lead by example by becoming an expert on the Broad collections, the founders, the museum architecture, and its place in downtown Los Angeles, as well as the wider national and international contemporary art ecosystem.
  • Maintain and improve accessibility, including those that meet ADA requirements, and make necessary recommendations to ensure The Broad is accessible to the widest possible audience to access and engage with contemporary art.
  • Maintain and champion the diversity of the Visitor Experience Team.
  • Represent The Broad at conferences, to public agencies, local government, peer organization groups, and other community organizations.
  • Other duties as assigned.


  • Ability to lead with empathy while achieving top results.
  • Ability to train Visitor Experience staff on delivering excellent customer service both internally and externally with all museum stakeholders.
  • Ability to develop high performance teams.
  • Interpersonal Skills—remains open to others’ ideas and exhibits a willingness to try and to develop new things.
  • Adaptability—adapts to changes in the work environment, manages competing demands and can persevere with frequent change, delays, or unexpected events.
  • Quality control—demonstrates accuracy and thoroughness and monitors their own work to ensure quality.
  • Ability to manage multiple priorities/projects and display flexibility in a fast-paced and changing work environment.
  • A keen sense of urgency, adaptability, accountability, and the ability to strive for excellence in high pressure/demand situations in order to plan and accomplish team goals.
  • Dependability—consistently at work, follows instructions, and responds to leadership’s direction and solicits feedback on performance improvement.


  • Minimum 5-7 years of managerial experience in a customer services capacity at a comparable high volume, guest facing organization
  • Experience in hospitality, attractions, luxury service, or cultural organizations preferred
  • Applies strategy, creative, and business acumen with extensive visitor experience knowledge, including a strong understanding of consumer-facing technologies and how they are evolving and relevant
  • A bachelor’s degree from an accredited college or university is strongly preferred; knowledge of contemporary art or art history a plus 
  • Highly organized with problem-solving, time, and resource management skills
  • Ability to motivate staff and foster a positive work environment while maintaining a high level of quality
  • Ability to stay on schedule and approach complex issues creatively with flexibility in a fast-paced environment.
  • Effective and persuasive communications skills; able to write and speak clearly and present information to a wide variety of internal and external stakeholders
  • Skilled at using evaluation and analysis to improve visitor experience 
  • Knowledge of admissions, POS, kiosk, people tracking, and online ticketing system.
  • Ability to identify and positively resolve visitor issues
  • Ability and desire to work with individuals from diverse backgrounds
  • Driven with the ability to take ideas from vision to implementation
  • Multilingual candidates strongly preferred



  • Approach work with integrity and honesty.
  • Support and demonstrate the museum’s culture of developing a diverse, equitable, inclusive, and accessible environment for staff and visitors.
  • Demonstrate and practice sensitivity to all elements of diversity in the museum with staff, visitors, and all programs and services the museum provides.



The work schedule for this position regularly requires evening and weekend hours and may include opening and closing the museum.



Salary is commensurate with skills and experience. Excellent benefits including health, dental, vision, and a comprehensive 401k retirement savings plan.



Must commit to the following health and safety guidelines:

  • Adhere to all safety measures and guidelines.
  • Ability to wear a mask during your scheduled work shifts.
  • Ability to adhere to a health screening in compliance with health and safety guidelines as outlined by LA County Department of Public Health.
  • Must adhere to COVID-19 policies and procedures. 



In compliance with federal law, all persons hired will be required to verify identity and eligibility to work in the United States and to complete the required employment eligibility verification document form upon hire. Employment is contingent upon a satisfactory background and reference check.



The Broad is an equal opportunity employer, and we aspire to reflect the diversity of Los Angeles in both our staff and our visitors. It is the practice of The Broad to offer equal opportunity consistent with applicable federal and state law in all aspects of employment.  All employment decisions will be made in compliance with applicable federal and state laws prohibiting discrimination on the basis of race (including traits historically associated with race, including but not limited to hair texture and protective hairstyles), religion, creed, color, national origin, ancestry, marital status, sex, pregnancy, gender, gender identity, gender expression, age, medical condition (as defined by California law and including Acquired Immune Deficiency Syndrome (AIDS), actual or perceived), genetic information, physical or mental disability, sexual orientation, military or veteran status, having filed a discrimination complaint or any other status protected by applicable law. The Broad believes that by actively building a diverse workforce we can innovate, inspire, and engage with the widest possible audience. 

The statements in this description represent typical elements, criteria, and general work performed. They are not intended to be construed as an exhaustive list of all responsibilities, duties, and skills required for the job.


*Reasonable accommodations will be made for qualified candidates with disabilities in accordance with the ADA, the ADAAA and other appliable law.



To apply, please use the following link: The Broad hiring Director of Visitor Experience | LinkedIn 



The statements in this description represent typical elements, criteria, and general work performed. They are not intended to be construed as an exhaustive list of all responsibilities, duties, and skills required for the job.


*Reasonable accommodations will be made for qualified candidates with disabilities in accordance with the ADA, the ADAAA and other appliable law.