When LACMA came to Boyd, they had a problem: Attendance was off. Memberships were down, especially among young adults. We had a solution: A special program called Muse, geared specifically to twenty- and thirty-somethings. Muse made art a social, as well as educational event. Launched with its own identity and sustained through direct mail, Muse remains the single most effective program the museum has ever mounted to attract memberships.