Picture the following. You are a museum director or curator who wants more locals in your space. You are confident that your next art event will attract them: a prestigious artist from London, a series of exciting talks… You are certain it will be a success, because your passion and knowledge are behind this activity. On the day, as you stand near the entrance with excitement tingling across your fingertips, you slowly begin to despair. Despite a great marketing campaign, the local residents congregate anywhere but the museum. What went wrong?