Call it dining with the dinosaurs.
The Canadian Museum of Nature is serving up Sunday brunches during the 2014-15 exhibition season, continuing its trend of unconventional programming that adds a hospitality twist to the traditional museum visit.
The brunch innovation follows the museum’s previous introduction of the popular Nature Nocturne nightclub experience, which kicks off its third season tonight.
“Museums are transforming into social and civic destinations rather than traditional knowledge bases,” says museum president Meg Beckel. “The brunch is a way that we are animating the building as more than just a visitor and knowledge destination.”
The first brunch was held Sept. 7 in light of Grandparents’ Day and had a modest attendance of about 30 people. Future brunches, such as the next one happening Oct. 12 for Thanksgiving, are expected to draw between 100 to 200 people, says event co-ordinator Stephanie Tak.
Unfortunately, the midday meals are not served among the museum’s artifacts.
“We have to be careful with how we mix food with the exhibits,” says Tak. This is out of respect for paid visitors and maintaining clean, well-preserved displays.
The brunches take place from 10:30 a.m. to noon, and are held in the Barrick Salon, a historic banquet hall not normally open to visitors.
The events run from September to April, with a total of eight meals (one per month) prepared by museum chef William Carter of Gourmet Cuisine. Each brunch includes general admission.
Food and entertainment are integrated into many museum strategies across Canada and the U.S., says Audrey Vermette, of the Canadian Museums Association.
She says larger buildings, such as the Nature Museum, often have cafés and restaurants on site, which is a “win-win” for both the venue and visitors.
“It’s a total experience. You get the exhibits, the building and the food.”
Not all guests want to visit traditional museum exhibitions and Vermette says providing alternatives can engage the community and boost museum attendance.
“The Museum of Nature has developed a good approach to attracting audiences that are fun and difficult to draw in,” says Vermette, alluding to Nature Nocturne and the brunch series.
Nocturne is held on the last Friday of every month, when the McLeod Street museum transforms itself into a dance floor party bar.