Just Say Yes: Taylor Swift Fans and Museums in Vienna

When the Taylor Swift concerts in Vienna were canceled last weekend because of threats of violence, Viennese museums offered free admission and English-language tours to the fans who suddenly had time on their hands.

This is a great example of putting mission first. The mission of the museums is to share their collections, exhibitions, and expertise for the benefit the public. Did they think about the admissions revenue they would be giving up? Probably for a minute. But if they wrung their hands too long, they’d miss the moment.

The result was a tidal wave of organic social media content from the fans, increased sales in their gift shops, a museum filled with young people, and a whole lot of good will. Was it extra work? Sure. But so worth it. I hope the staffs of all the museums are feeling good about their choice. I’m all for analysis, but sometimes it’s good to Just Say Yes.