Every year, thousands of people vie for tickets to attend San Diego’s Comic-Con. They pay a premium for hotel rooms; they wait in lines for hours (sometimes overnight) to attend special premiers; they spend months constructing elaborate costumes. They are the very definition of “super fans.” Cultural organizations have much to learn about how to cultivate such a loyal and rabid following. A chief curator and a marketing professional went undercover at Comic-Con this year to discover the secrets of igniting cult-like devotion. Come and see how they are applying the strategies they observed in San Diego to engender extreme engagement at their own institution.


  • Matthew Welch
  • Kristin Prestegaard