Natural History Museum of Utah

The Natural History Museum of Utah (NHMU) has enjoyed a decades-long partnership with Lord Cultural Resources, beginning in 1994 with the development of a Strategic Master Plan. Over the years, we have provided business planning, attendance and revenue projections, and strategic guidance that informed the design and successful opening of the Rio Tinto Center in 2011—a state-of-the-art facility with new exhibit galleries, public programs, and advanced collections care.

Following the opening, we facilitated the museum’s first five-year strategic plan, supporting NHMU’s leadership as they navigated a new era of institutional growth. In 2021, as the museum celebrated its 10th anniversary and responded to new leadership and the challenges of the COVID-19 pandemic, we were once again selected to lead the development of a bold strategic plan for 2022–2026.

In 2025, we prepared an Expansion Business Plan to guide NHMU’s next phase of growth. This comprehensive study assessed current operations, benchmarked leading museums, analyzed market opportunities, and recommended strategies for expanding exhibition space, enhancing visitor experiences, and increasing earned and contributed revenues. Our work included visioning workshops, stakeholder interviews, and detailed financial modeling to ensure the museum’s continued relevance and sustainability. 

Building on this long-standing relationship, Lord was engaged again in 2026 to update NHMU’s Strategic Plan. Through research into museum and natural history museum trends, strategic analysis, and collaborative workshops with the NHMU team, we are exploring the Museum’s critical issues and opportunities and identifying priorities to guide its next phase of development. The resulting Strategic Plan will provide a roadmap for NHMU’s future direction and continued growth.

Through each phase, our collaboration has helped NHMU strengthen its role as a leading cultural and educational institution in the region. Our planning and analysis have empowered the museum to adapt, innovate, and serve a growing and diverse audience—ensuring its impact for generations to come.