With the aim of better understanding audiences, catering to people’s needs, and staying relevant to people’s lives in a rapidly changing world, three institutions look to uncovering visitors’ motivations as a guide. Denver Botanic Garden, Newfields, and Thanksgiving Point Institute have used similar models, namely John Falk’s model of identity-related motivation, as well as divergent approaches to better understand and further engage its audiences. These methods also assist in planning, promoting, and measuring success, all while being focused on the various motivations for choosing a particular leisure-time activity. Staff institution-wide can use this valuable information to help create programs, exhibitions, and other experiences, and market those experiences.