In 2006, the U.S. Botanic Garden (USBG) decided to conduct an institution-wide study of their visitors—why they come to the Botanic Garden, how they utilize the space, their level of satisfaction with the experience, and overall effectiveness of the USBG’s exhibitions and interpretation—in order to provide input to a strategic planning process that will align its living collections with its educational mission. To date, the only existing data characterizing USBG visitors was gathered in the early 1990s. Since then, the USBG has undergone a major transformation, including complete renovation of