Smithsonian National Air and Space Museum

Our Work

The Smithsonian’s National Air and Space Museum (NASM) operates two facilities that, together, maintain the world's largest collection of aviation and space artifacts. Collectively the two sites welcome more than eight million visitors a year, making it the most visited museum in the country.

In 2018, NASM began a $250 million, multiyear renovation to reimagine all 23 exhibitions in preparation for its 50th Anniversary in 2026. Raben was retained by NASM leadership to update its existing strategic plan to incorporate the vision of the museum’s new Director, Ellen Stofan. Previously the chief scientist at NASA, Director Sofan wanted to emphasize the future of flight and exploration as well as the history of aviation, which has historically been the museum’s focus.

During the renovation, parts of the museum were closed to visitors, and staff were relocated off-site to accommodate construction. The revised strategic plan also needed to address organizational culture and prepare NASM employees for the museum's reopening and reunification of staff, who had not worked together onsite in more than two years. To be effective, it was critical to leadership that the strategic planning process be inclusive and comprehensive and that Raben offered opportunities to staff and volunteers to provide input. As a final product, Raben produced an updated strategy and set of organizational goals that codified the museum’s future direction and prepared staff for the museum’s reopening and “relaunch.”