Science that sparks curiosity, art that broadens perspectives, zoos and gardens that bring joy, and history that provides a deeper context for how the world works—these are the experiences that compelled Rosie Siemer to focus her life’s work on museums.

Her passion for enhancing and promoting the museum experience inspired her to launch FIVESEED, a research and strategy partner to arts and culture and conservation organizations worldwide. Under Rosie’s leadership, FIVESEED has guided dozens of museums in the development and execution of data-informed strategies that deepen audience engagement and build long-term financial sustainability. She has provided consulting services to a number of internationally respected cultural organizations, including the Louvre Abu Dhabi, Museum of Science Boston, Saint Louis Art Museum, Desert Botanical Garden, Space Center Houston, Smithsonian’s National Zoo, History Colorado, Mt. Cuba Center, and the Murphy Arts District.

Rosie’s book, Museum Membership Innovation: Unlocking Ideas for Audience Engagement and Sustainable Revenue, is the culmination of nearly a decade of research. She also co-authored Membership Marketing in the Digital Age, a comprehensive resource guide for cultural membership professionals. Rosie frequently facilitates workshops on audience development and speaks on the topics of choice architecture and the future of membership. She also enjoys sharing her time with professional, cultural and community organizations, and has served on a number of boards, including the Denver Police Museum and World Trade Center Denver. Rosie is the Principal Researcher for the Member Motivations Study and co-founder of the Membership Innovation group within the Museums As Progress Community .

When she’s not researching, writing, or museum hopping, Rosie enjoys Scotch-tasting and watching sci-fi movies.

Sarah Owens is a 17+ year membership and marketing professional specializing in the museum, nonprofit, and performing arts sectors. A leader in her field, Sarah has spearheaded and managed membership and ticketing campaigns both as a full-time employee and as a consultant for renowned institutions, including the Fine Arts Museums of San Francisco, California Academy of Sciences, Cirque du Soleil, The San Francisco Ballet, The 7 Fingers Circus Collective, and more.

Sarah’s passion and curiosity for the museum and performing arts fields drives her ongoing education and keen interest in membership best practices, which she readily shares with clients and the membership community at large. As a former chair of the Bay Area Membership Manager Association and frequent public speaker in museum and membership conferences and forums, her finger is on the pulse of membership and marketing trends, new technologies, and the impacts of COVID-19 on the current fundraising, ticketing, and membership landscapes.

Sarah is well-versed in the behind-the-scenes work needed to create and run a successful membership program, most recently as the leader of San Francisco’s Exploratorium membership program, where she created the highly-successful and innovative After Dark membership program, and acted as a member of an institution-wide Salesforce CRM implementation and adoption team. Sarah excels in marketing and communications for membership programs, bringing expertise in copywriting, digital marketing, social media, customer lifecycle planning, and direct mail strategy to institutions across the country.

When not pushing for her clients’ wild successes, Sarah is having fun adjusting to her new home in Madison, Wisconsin, where she is learning how to survive winters and plant vegetable gardens with her husband, Sean, and cat, Goose.

Kyle is Principal at Museums As Progress (MAP), a consultancy that helps cultural institutions create more inclusive and innovative organizations through Progress-Space Research. PSR is systematic approach to integrating underrepresented perspectives into an organization’s decision-making.

Kyle advises clients, initiates, orchestrates, and/or executes research projects, and cultivates the conditions that support growth for individual MAP contributors and participants. Kyle has supported a variety of non-profits by facilitating strategic communication decisions and introducing user experience research to support organizational goals.

Prior to founding MAP, Kyle developed served as the Communications and Design Strategist for the League Education and Treatment Center where he was responsible for developing websites and the organization’s brand guide.

Kyle earned his MFA from Boston University and a BFA from The School of The Art Institute Of Chicago. He holds numerous certificates, including UX Master from the Nielsen Norman Group and an Advanced Training Certificate from Indi Young.