In late 2006, the Columbus Museum of Art adopted a new framework that established creativity as the lens for learning and visitor experiences. Unlike museums in destination cities where cultural tourism drives visitation numbers and revenue, the Columbus Museum of Art, like many others, depends heavily upon repeat visitors, drawn from the community and the region. Nannette Maciejunes, the museum's Executive Director, explores how choosing to be visitor-centered and focusing on creativity has impacted the museum's mission, staff, work, and, ultimately, its community.