News Summary
Scott Schwebel, the Chief Experience Officer of the Milwaukee Art Museum, will leave his position after two years. During his tenure, Schwebel implemented various initiatives to improve visitor experiences, including launching a new app focused on accessibility and making significant changes to the museum’s layout. His leadership emphasized hospitality and aimed to create a welcoming environment for all visitors. As the museum prepares for his departure, it remains committed to enhancing the visitor experience and serving as a cultural hub.
Milwaukee – Scott Schwebel, the Chief Experience Officer of the Milwaukee Art Museum (MAM), is set to depart from his role on Friday, October 10. During his two-year tenure, Schwebel has made significant strides in enhancing the visitor experience at the museum.
Since joining MAM in October 2023, Schwebel has placed a strong emphasis on improving how visitors interact with the museum. In an email sent to MAM staff, he detailed various initiatives that were introduced to create a more welcoming environment, particularly for those visiting the museum for the first time.
One notable achievement during Schwebel’s leadership included the launch of the Milwaukee Art Museum’s new app in partnership with Bloomberg Philanthropies on February 26, 2025. This app was designed with a focus on accessibility and engagement, featuring user-friendly options like image zoom and screen reader support to help all visitors navigate their experience.
Schwebel adopted a hospitality-centered approach, aiming to enhance the initial impressions visitors receive upon entering the museum. Among the changes he promoted were the relocation of visitor-service desks to better align with the architectural vision of Santiago Calatrava, the museum’s designer. This move was intended to augment the visual appeal of the entrance area and offer clearer guidance to guests, effectively reducing anxiety for those unfamiliar with the space.
Moreover, under Schwebel’s direction, MAM implemented an initiative to welcome guests by greeting them as they arrived and directing them to various attractions within the museum. This approach was aimed at ensuring a seamless entry experience for newcomers. Enhancements to the auditory atmosphere included reactivating a series of twenty-six speakers installed by Calatrava in Windover Hall to play music and create a more inviting ambiance.
Additionally, Schwebel recognized the importance of the museum’s gift shop in enhancing visitor experience, relocating it to a more accessible location with improved visibility, expanded size, and increased natural light. This change significantly augmented the shopping experience for museum-goers.
Schwebel’s strategies drew from his extensive background in hospitality, retail, and entertainment, allowing him insight into visitor expectations and needs. To maintain a close connection with museum attendees, he personally conducted shifts as a greeter, enabling him to directly understand their experiences within the museum.
The Milwaukee Art Museum is renowned for its extensive collections, encompassing a diverse range of styles and periods including American art, European masterpieces, modern and contemporary design, folk art, and Haitian art. The museum also hosts significant annual events such as the Lakefront Festival of Art, which serves as both a fundraiser and an opportunity for community engagement.
As the Milwaukee Art Museum looks to the future following Schwebel’s departure, it remains committed to enhancing visitor experiences and continuing to serve as a cultural hub in Milwaukee.
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Additional Resources
- BizTimes: Milwaukee Art Museum’s Chief Experience Officer to Step Down
- Google Search: Milwaukee Art Museum
- Observer: Milwaukee Art Museum Quadracci Pavilion Renovation
- Encyclopedia Britannica: Milwaukee
- Urban Milwaukee: Milwaukee Art Museum Expands Digital Access
- Google News: Milwaukee Art Museum app
- Milwaukee Magazine: Meet Milwaukee Art Museum’s First Chief Experience Officer
- Google Scholar: Milwaukee Art Museum
- OnMilwaukee: Lakefront Festival of Art
- Fox6Now: Milwaukee Art Museum Established Over 130 Years Ago
Author: STAFF HERE MILWAUKEE WRITER
MILWAUKEE STAFF WRITER The MILWAUKEE STAFF WRITER represents the experienced team at HEREMilwaukee.com, your go-to source for actionable local news and information in Milwaukee, Milwaukee County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Summerfest, Milwaukee Film Festival, and the Milwaukee Boat Show. Our coverage extends to key organizations like the Metropolitan Milwaukee Association of Commerce and Visit Milwaukee, plus leading businesses in manufacturing and brewing that power the local economy such as Harley-Davidson and MillerCoors. As part of the broader HERE network, we provide comprehensive, credible insights into Wisconsin's dynamic landscape.
