The Museum of Art & History at the McPherson Center

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Latino Families Ethnographic Study

SC_MAH_Latino_Ethnography_Final_Report_pdf__page_1_of_25_In 2014, the MAH started an institution-wide effort to expand our work with Latin@ artists and community members in Santa Cruz County. We commissioned Salvador Acevedo, of the market research firm Contemporanea, to do an ethnographic study of Latin@ moms living in the Beach Flats, Lower Ocean, and Live Oak neighborhoods to learn more about their cultural interests, preferences, and turn-offs. The study was funded with a grant from the James Irvine Foundation New California Arts Fund.

This ethnographic study is just a starting point and is not intended to be conclusive research. Since it was completed, we have used it to help spark internal dialogue and guide new approaches to staffing, programming, marketing, and design at the museum. We are sharing the study with the greater Santa Cruz County community in case it is helpful for others working on Latin@ inclusion. You can download it as a PDF here.

If you have questions about the study, or if you want to get involved with the MAH’s Latin@ engagement efforts, please contact Stacey Garcia at