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Bringing Mini Golf to Life in Kansas City

When the Nelson-Atkins Museum of Art in Kansas City needed creative support to launch a new miniature golf course on the museum’s south lawn, it turned to Hallmark’s creative community. One of the many ways Hallmarkers give back is by lending specific talent to nonprofits. In this case, volunteers from the Creative Marketing Studio (CMS) spent six months working with the Nelson team to concept and develop a branding and marketing package. Many of the volunteers reported working in the evenings and on weekends because the project was so fun. They named the museum’s lawn project “Art Course.” The Nelson recognized the work of CMS volunteers saying, “From the project’s beginning, the museum understood the ambitious initiative would require talented creatives to tease out the tone and personality of the concept…and the incredible Hallmark CMS team nailed it.”

In the end, the Nelson reported that Art Course’s 2019 inaugural year was a big success and exceeded the museum’s goals.

  • 38,000+ participants (exceeded goal by 249%)
  • $448,000+ in ticket sales (exceeded goal by 348%)
  • $1,600+ in concession sales (exceeded goal by 239%)
  • 44% of attendees had not visited the museum in the past year
  • 40% increase in Friday night attendance at the museum

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