Moving on, we consider three traditional collection-based museums, each recently reinstalled and reinvigorated. Located in non-tourist-destination cities (Detroit, Oakland, and Columbus), only one of them, the DIA, is worldrenowned for its collection. As a result of their out-of-the-way locations, these museums share two interesting features: 1) the need to innovate-in particular, the need to continually recruit local return visitors and 2) the freedom to innovate-a chance to experiment outside of the limelight (in contrast to New York City, for example, where audience attendance is guaranteed but powerful boards and avid critical attention might thwart experimentation).