Enhancing Visitor Flow in Cultural and Historic Spaces

Managing how people move through buildings is key to good design.

Ensuring a comfortable visitor flow and efficient audience management can be especially tricky for cultural sites, where managing large groups and creating great experiences are top priorities. We're exploring how cutting-edge technology can help our clients tackle these challenges, ensuring that their spaces provide easy movement and enhanced experiences without compromising the flexibility needed to meet evolving needs.

A visitor interacts with an employee inside the Benjamin Franklin Museum. There is signage for Tickets and Information. — Visitors to Philadelphia’s Benjamin Franklin Museum enjoy an intuitive and free-flowing entry experience.

Common Challenges in Moving People Through Spaces

The challenges in managing how visitors and employees move through a space vary by project type and location. However, there are certain common issues:

BOTTLENECKING

Bottlenecking happens when too many people try to move through the same space at once, creating slowdowns and congestion—imagine a crowd trying to squeeze through a narrow doorway. This can make the visitor experience frustrating and less enjoyable.

QUEUING

Unlike organic bottlenecks which cause people to slow or stop unexpectedly, there are certain places where we expect people to stand and wait. The goal is to manage the lines and waiting areas to keep everyone moving smoothly and happily so visitors spend less time waiting and more time enjoying what they came to see. By carefully designing these spaces and implementing effective queuing strategies, we can ensure that people feel comfortable and engaged, even while they're in line.

UNEXPECTED VISITOR BEHAVIORS

Despite careful planning, visitor behavior can sometimes defy expectations. These are the moments when people take detours, or stop in unexpected places; for example, suddenly everyone is huddled around one exhibit. This unexpected behavior can lead to unforeseen congestion or underused spaces. Understanding and anticipating these behavioral patterns helps us design more efficient spaces. For instance, if visitors consistently take an unexpected route to an exhibit, it may indicate a design oversight that needs addressing.

SPACE UTILIZATION

Ensuring spaces are appropriately sized for their intended use is crucial. Overly large spaces can feel empty and inefficient, while spaces that are too small can become crowded and uncomfortable. This is particularly relevant in dynamic environments like museums, where the flow of people can vary significantly based on the popularity of exhibits.

Leveraging Technology for Optimal Solutions

At Quinn Evans, we use pedestrian flow analysis software, simulations, and data-driven design to inform decision-making and help clients meet their visitor goals. Here's how we do it:

SIMULATION MODELING

We create detailed simulations to model pedestrian dynamics within a space using sophisticated software. We can create accurate simulations that reflect real-world conditions by incorporating actual and reference data on who uses the space, where they are likely to go, and how many people are expected at different times. For instance, in a library located in a neighborhood with more elderly residents, our models will account for slower movement and the need for more resting areas. Or, in museums, where sensory input can overwhelm visitors, creating quiet nooks or areas of refuge can significantly enhance the visitor experience.

A heat map of the floorplan of the Molina Family Latino Gallery showing different colors for different crowd levels (crowded, medium crowded, and uncrowded).> — Heat mapping showing anticipated crowd density within the Molina Family Latino Gallery.

These data-driven simulations help identify potential bottlenecks and queuing issues before they become real problems or can help address concerns about potential issues. In developing a site plan for a new visitor center at Cape Hatteras National Seashore, for example, our simulations demonstrated that, despite the site stewards’ concerns, the existing sidewalk size was adequate for the increased number of visitors. This insight allows them to preserve more of the natural landscape while accommodating visitor flow.

SCENARIO PLANNING

We can simulate different scenarios, such as peak times versus regular days, to understand the impact on visitor flow.

For instance, at The Henry Ford’s Greenfield Village, we're using simulations to determine how to ensure a smooth visitor experience when the relocated Jackson Home opens—both during the exciting grand opening period as well as when visitor numbers drop back to the average for the site. Because the Jackson Home is a residential building, it's more constrained than many public buildings. We're helping the team at the Henry Ford consider factors including the optimal size of a new entrance vestibule, whether there will always be a need for timed ticketing or restricted group sizes, and how best to manage visitor flow to balance historic preservation with modern usability and access.

OPERATIONAL ADJUSTMENTS

Sometimes, the solution to a congestion problem isn't structural but operational. For example, managing the timing of ticketed entries can spread out visitor flow, and temporary changes to staffing can enhance a specific use.

As an example, when Michigan’s State of the State Address was due to take place in the Michigan State Capitol's Heritage Hall, we worked with Capitol leadership to organize the space for the event. Using pedestrian flow analysis, we compared different locations for the coat check, sign-in tables, and food stations to reduce bottlenecks and congestion. We also showed how visitors might move around the space during the event, highlighting where additional event staff should be stationed for short periods and how long it would take for attendees to ingress in the case of an emergency.

Michigan State Capitol's floor plan with different colors to designate different density levels. A note reads: Bottleneck between coat-check and check-in table likely to occur. The color shows maximum density (crowding) of people during 90-minute reception period in people per meter squared. — Crowd mapping different setup scenarios helped Michigan State Capitol leadership plan for a large event at Heritage Hall.

ADAPTIVE DESIGN SOLUTIONS

Our approach isn't just about identifying problems, of course, but about developing adaptive solutions for our clients. This might involve adjusting queuing setups, expanding or contracting spaces, or adding wayfinding elements to guide visitors more effectively.

For Washington, DC’s, Southeast Library, our client was facing significant bottlenecks in the entry vestibule. We used crowd simulation to recommend expanding the footprint of the building to add a lobby that took up some of the existing sidewalk area. The data-driven nature of the design adjustment convinced local authorities to allow the building to extend beyond the approved perimeter because it would so clearly alleviate congestion, enhancing both functionality and user experience at the library.

Rendering of the exterior of the front entrance to Southeast Library. — We proved to review agencies that a slightly projecting entry vestibule at the Southeast Library would provide benefits justifying its extension beyond the building façade.

Benefits for Historic Sites

At Quinn Evans, we don't use technology for its own sake. Our goal is to integrate technology into our practice in a way that supports our commitment to sustainability, preservation, and social impact. The technology helps us provide clients with more data so that their decisions and our design solutions meet their goals for sustainable stewardship and successful operations. Some of the advantages for stewards of historic sites include:

ENHANCED VISITOR EXPERIENCE

Improved flow and reduced congestion lead to a more pleasant experience for visitors, which is crucial for cultural sites and public buildings. By addressing bottlenecks and optimizing visitor flow, stewards of cultural and historic properties can ensure a more pleasant experience for users, leading to more repeat visits and a better reputation.

From the interior of Heritage Hall, guests can view the Michigan State Capitol dome, experience exhibits on the walls, and sit in variety of seats. — Views to the Capitol dome, plentiful seating areas, and ramped circulation are all ways that Heritage Hall supports visitor flow into the Michigan State Capitol.

OPERATIONAL EFFICIENCY

Data-driven insights allow for better planning and resource allocation, leading to smoother operations. For instance, mitigating congestion points helps streamline operations and reduces the need for additional staff to manage crowds.

IMPROVED SUSTAINABILITY

Technological insights are not only about efficiency but also about sustainability. For example, simulations can help determine where heavy traffic flows might indicate the use of more durable materials, reducing the environmental impact of potential replacements and renovations.

COST SAVINGS

By identifying and addressing potential issues in the design phase, costly retrofits and modifications can be avoided. Modeling different scenarios allows the client to make more informed decisions about design options that will be more sustainable and enduring.

Integrating Technology for Improved Design

Managing the movement of people through buildings is a complex task that requires a blend of design expertise and technological innovation. We are leaders in using simulation and modeling to create efficient and enjoyable spaces. By leveraging technology, we can optimize visitor flow and audience management to ensure the best visitor experience.

With contributions from Dan Clunis, AIA, LEED Green Associate, Fitwel Amb. and Kristina von Tish, CPSM, Leed Green Associate.