Reading · The Experience Report

Hi friends,

Children’s museums are at a pivotal moment.

The competition for leisure attention is real. Families have more options than ever for how they spend their time and money. And these institutions are feeling it.

But for those of us who believe in the power of experiential, that’s not a threat.

It’s an opportunity.

Today’s children’s museum has to captivate toddlers, engage curious ten-year-olds, impress teenagers, and win over the adults who decide whether to come back.

Exceeding expectations across that entire spectrum is no small task. It requires rethinking what these spaces can be and embracing an experiential mindset that borrows from other sectors.

In this week’s issue, you’ll see exactly what children’s museums are up against. An adventure park built just for kids. The next wave of interactive gaming. Family-focused immersive art destinations. Even a themed hotel for little ones. It’s just the tip of the iceberg, and it underscores how fierce the competition really is.

That’s exactly why we’re exhibiting at the Association of Children’s Museums InterActivity 2026 next week as a lead sponsor. We’re all in on bringing innovative thinking and fresh energy to this space. No more business as usual.

If you’re attending, stop by booths 35 and 36 to meet the Bridgewater team. Let’s talk about what the next era of children’s museums looks like.

- Eric

Have a family-focused experience in the works?
Grab a time on my calendar and let’s talk strategy.

Children’s museums are facing more competition than ever, but attracting more guests and earning repeat visits isn’t just about chasing bigger, bolder ideas. It still comes down to getting the fundamentals right and executing them at the highest level. In this video, John Beckman shares three essential rules that separate a fun space from a truly compelling children’s museum experience.

Meow Wolf heading to LA is another reminder that family outings are getting harder to compete for. The new location is a fully explorable world designed for curiosity, discovery, and repeat visits across age groups. Pair that with Squiggleverse, an immersive indoor kids' playground and educational space, and you start to see the kind of options pulling families away from museum trips.

HHLA Entertainment →

Quarry Park Adventures is doing exactly what families want right now. Fresh air, physical activity, flexible ticketing, and options for both independent kids and shared experiences. It’s easy to imagine a family choosing this over a museum visit. When a single destination can fill an entire day with energy and variety, the bar for keeping kids engaged keeps getting higher.

Amusement Today →

Gaming is one of the biggest competitors for kids’ time, and the next wave of immersive, social, and visually rich experiences on display at PAX East this year proves one thing: It’s only getting stronger. When gaming brands build audiences of die-hard fans and keep the hits coming with non-stop innovation, it’s that much harder for museums and cultural institutions to vie for attention.

Event Marketer →

Universal is extending the entertainment experience beyond the park and into the hotel stay. Kid-focused design, immersive lands, and character-driven interactions woven into a 97-acre property will make visits unforgettable. When the entire trip becomes the experience, it raises expectations for what a family outing should feel like. Can a day at the museum compete with this?

Attractions Magazine →

The best children’s museums don’t evolve in isolation. They come together to share ideas, challenge assumptions, and push the field forward. InterActivity is where that happens. This year’s focus on belonging, creativity, and resilience reflects how much expectations are shifting across the entire family experience. If you’re heading to San Diego next week, it’s the place to see where children’s museums are going next. We’ll see you there!