What My Dentist Knew That Most Museums Don’t

Today, my dentist did something small that made a big impact.

I came in for a minor repair to my fixed retainer. An orthodonist had quoted me $700 to fix it.

When I told my dentist, he automatically said, “We can just take care of that here.” He did the work on the spot—for the cost of materials: $61.

I already liked him. Now I’m a raving fan.

You better believe I’ll tell everyone I know about him. Not because of the price, but because of how he made me feel: cared for, respected, and valued.

What Does This Have to Do With Heritage Tourism?

In the world of heritage tourism — museums, scenic byways, trail towns, cultural corridors — it’s the small things that stick.

Not the marketing campaign or the glossy brochure (though those help). It’s when someone at the front desk points you to a locally loved BBQ joint. It’s the staffer who hands you a simple trail map and says, “My favorite overlook is here, just past the second bend.” It’s the moment a volunteer shares a little-known story about the site you’re standing on.

These are the kinds of moments that build trust, spark delight, and create connection.

Small Gestures Build True Fans

This isn’t just feel-good theory — it’s strategy.

Kevin Kelly’s “1,000 True Fans” concept outlines how creators, entrepreneurs, and small businesses don’t need millions of followers to succeed. They need a much smaller core of deeply loyal fans — people who believe in what they do, talk about it, support it, and come back again and again.

You don’t need your museum to go viral on TikTok (though hey, that helps). What you need are your true fans: those visitors who had such a great experience that they bring their friends next time. Who post about it on Instagram. Who donate. Who advocate for your funding. Who email you a year later to say, “We’re back in town—what’s new?”

They become your ambassadors. And often, it starts with something small.

This Is the Work

I often remind my clients: marketing isn’t just what you post online. It’s how people experience your place.

That means every interaction matters.

So the next time you're wondering how to increase visitation, start small. Think about the gestures, materials, signage, or conversations that could make someone’s experience 10% better. You might be surprised how far that takes you.

Want help building experiences that turn visitors into fans, and fans into ambassadors? That’s exactly what I help small museums and destinations do.

Let’s talk.