Supporting Excellence in Museum Exhibitions
for More Than 35 Years
Serrell & Associates
provides evaluation, conceptual planning, and label writing in a timely fashion
for a fair price. Our expertise covers a broad spectrum of museums, large
and small, including natural history, art, science and history, as well as
zoos and aquariums.
Serrell & Associates brings three key ingredients to the exhibition
- Clarification of an exhibit's communication objectives
to serve a broad range of audiences;
- Vigilant attention to realizing these
objectives throughout the project; and
- Respect for and use of visitor feedback.
Visitor input is critical to good exhibit development and remediation. Serrell & Associates
has built a reputation on a multiple-evaluation approach that is focused,
empirical, and systematic. We pose the right questions – to museum
staff members as well as to guests. We aim for a short turn-around time on
the data summary report so that the exhibit developers have their information
during the exhibit development process – that is, when they really
need it. We offer suggestions and solutions that encourage flexible, open-minded,
and bold approaches to designing or improving an exhibition.
Serrell & Associates' communication and evaluation philosophies
and methods support the evolution from knowledge-based, artifact-laden
displays to narrative-based, visitor-centered experiences. We operate on
the belief that visitors are motivated, interested people who deserve the
very best a museum can achieve.
About Beverly Serrell
Beverly Serrell started Serrell & Associates in 1979. She has kept the
business personal and efficient by tapping the talents of experienced
designers and other evaluators, developers, and writers as needed. Maintaining
this personal scale allows her to do the work she loves instead of being
Serrell garnered valuable museum exhibit experience as head of a museum
education department for eight years. She also taught high school science
and worked as a research lab technician.
In 2006, Serrell was pleased to be selected as one of 100 museum professionals
by the AAM for their Centennial Honor Roll of “Museum Champions.” AAM
said, “The honorees have supported the profession and helped make America’s
museums places of discovery, inspiration, community, joy, and lifelong learning. They
have truly shown leadership to the field and service to the public throughout
their careers.” Serrell feels honored and very proud of this designation!
In 2010 Beverly took a sabbatical year to stay home, play, and travel with her husband Jim Des Jardins. She was back at work in 2011, with clients including Anchorage Museum, Oakland Museum of California, New York Hall of Science, and Sciencenter in Ithaca. For a slide show of her sabbatical activities, go to Sabbatical Year Slides
In 2012-13, Serrell & Associates worked with old and new clients, including Huntington Gardens, Detroit Institute of Arts, the Ohio State University Libraries, and the new Natural History Museum of Utah.
At the 2013 American Alliance of Museums Meeting in Baltimore, Serrell participated in panels that discussed “Lessons Learned from Five Decades of Experience in Visitor Studies, “Mistakes Were Made” and “The 25th Annual Excellence in Exhibitions Competition.”
2014-2016: Finished up big evaluation projects with the Anchorage Museum, Utah Museum of Natural History, and the Oakland Museum of California; plus workshops with the Huntington Gardens, and two new forays into on-line teaching with the AAM and Oregon State University. And published the second edition of Exhibit Labels.
Download Beverly's resume (PDF)