NEW YORK – Critics mocked its sprinkle pool and banana room. They laughed at its meagre presentation of sugary memorabilia, like a recreation of Fudgie the Whale. But while many traditional museums are suffering from low tourism and high overhead costs, the Museum of Ice Cream is expanding its audience and charging as much as US$89 (S$115) for a VIP (Very Important Popsicle) ticket.

Despite its name, the Museum of Ice Cream, a for-profit amusement centre, has more in common with entertainment restaurant chain Chuck E. Cheese than an educational institution.

However, its adoption of museum branding and its emphasis on immersive experiences have blurred the lines in the cultural landscape, wooing tourists and families that might otherwise visit a traditional museum. The company said it received about 1 million visitors annually across its six locations, including in New York, Chicago and other big cities – higher attendance numbers than the Whitney Museum of American Art and the Cleveland Museum of Art. There is also an outpost in Singapore.

At a time when audience levels have plateaued at many traditional museums, the ability of entertainment companies styled as arts institutions to siphon away visitors poses a new challenge to the industry, according to experts.

The Museum of Ice Cream was one of the first in a wave of immersive amusements that include the Museum of Illusions, teamLab, Meow Wolf and the Museum of Balloons (the last two plan to open locations in New York City within the next two years). And there are always newcomers. Dataland, a for-profit company that bills itself as “the world’s first museum of AI arts”, opened in Los Angeles in June.

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