The Challenge: The Children’s Museum of Houston increased its capacity and wanted an innovative way to not only use the space, but to utilize it in a way that would create more engagement with its 6 - 15-year-old patrons and keep their families returning to the museum.

The Solution: The museum partnered with Schell Games and created “S.E.C.R.E.T.,” a location-based experience where museum-goers are secret agents and have missions to complete around the museum in order to thwart the efforts of an evil organization.

The Results: By 2016, almost 30 percent of visitors in the targeted age range had participated in a mission, and the museum had sold over 3,000 missions. Halfway through 2017, over 11,000 missions have been initiated, with nearly a quarter of them being played by returning guests.

Gallery