Event Network joins AAM in Museums Advocacy Day on Capitol Hill

Event Network, a leading operator of retail stores for experiential attractions in the US, has lent its support to the American Alliance of Museums' annual Museums Advocacy Day on Capitol Hill, which advocated for federal funding, tax policies, and legislation that benefit museums and cultural institutions in the United States.

The event on 24 February was attended by Veronica Nicholas, EVP of strategic growth, and Michael McCrory, director of marketing and brand management.

They stood alongside representatives from some of the company's current partnerships across the US, including The Franklin Institute, Lincoln Park Zoo, Museum of Science, The Henry Ford, Intrepid Museum, Desert Botanical Garden, Smithsonian American Art Museum, and the Natural History Museum of Los Angeles County.

Panel with Marilyn Jackson, AAM president & CEOPhoto courtesy of Todd Buchanan, Corporate Event Images

Marilyn Jackson, president & CEO of the American Alliance of Museums, says: “Event Network’s participation in Museums Advocacy Day exemplifies what it means to be a true partner to the museum field.

"Beyond their daily work as museum partners in retail operations and brand stewardship, they brought their voice and business perspective to Capitol Hill in support of museums.

"Industry partners who understand the broader economic ecosystem in which museums operate — and can speak authentically to that impact — strengthen our collective advocacy in powerful ways.

"We’re deeply grateful for Event Network’s leadership and partnership and look forward to continuing this work together."

Silver linings in challenging times

Prior to Museums Advocacy Day, Nicholas participated in a panel of museum leaders on the topic 'What’s Next'.

She presented data on the shared challenges of 2025, as well as the encouraging finding that Event Network’s stores’ overall per capita sales increased during this period. This indicates a willingness among guests to 'shop and support' at their local museums.

Nicholas also shared early 2026 data indicating that many of the attractions in Event Network's portfolio are seeing higher attendance than in the previous year.

"The main message I hoped to communicate was that we feel your frustration because we’re seeing it on our side, too," says Nicholas.

"We’re doing our best to overcome it in the retail space in order to deliver as much revenue as possible to our partners in these challenging times."

Advocating for the sector

The AAM sought to make three specific requests: first, to ensure Institute of Museum and Library Services (IMLS) funding remained intact in the 2027 budget.

The primary source of federal funding for US libraries, museums, and cultural institutions, this vital support amounts to less than $1 per person per year.

It also requested that members of the House of Representatives join the newly formed bipartisan Museum Caucus.

Co-chaired by Rep. Paul Tonko (D-NY) and Rep. Mike Turner (R-OH), this was created last year to bring cultural attraction issues into the national conversation and to coordinate lawmakers’ efforts to support museum interests in federal policy.

Its third request was to share a new bill called the CREATIVE Act of 2025 (H.R. 6165).

This bill, which stands for ‘Capital, Repairs, and Employment for Art Talent to Improve Visibility Everywhere,’ was introduced in November 2025 to establish a grant scheme to increase job opportunities for artists and creative professionals, and to improve the quality and availability of arts facilities and arts-related programming.

Members of the House were asked to co-sponsor the bill, and Senators were encouraged to introduce similar legislation.

Serving the local economy

Event Network’s mission is to serve its partners by optimising their retail revenue potential and representing their missions and brands within their stores.

It is proud to add to that commitment by lending its voice to AAM’s Museums Advocacy Day in support of the partners and all cultural attractions across the US.

Nicholas and Michael joined AAM conference attendees to meet with members of Congress and participated in 14 meetings with House and Senate staffers.

Event Network's goals were to emphasise the importance of IMLS funding and highlight the economic impact of museums, which serve as an important layer of the local economy, not only providing on-site jobs but also supporting local artists and small businesses that supply merchandise.

Across the country, Event Network employs almost 3,000 constituents, whose livelihoods depend upon the existence of museums and cultural institutions.

Last year, Event Network launched a 'round up' donation initiative with Children’s Miracle Network (CMN) Hospitals, inviting customers at more than 200 Event Network-operated hotel and resort gift stores across the US to round up their purchases and help support life-saving care for children in the local community.