In his book, "Identity and the Museum Visitor Experience," John Falk makes the case that by understanding the underlying motivations that drive a visitor, a museum can create an experience that reflects a person's identity and therefore satisfy their motivation for visiting. According to Falk, this level of personal connection increases meaningfulness to the visit. This, in turn, helps a museum develop and sustain a community of learners, and ultimately attendance and revenue. A network of nine cultural institutions in Denver utilized Falk's instrument to gain a "snap-shot" of what motivates museum-goers in one metropolitan community. The study, which employed the Falk Visitor Identity-Related Motivation Typology, and its results, is presented in this article. Further, Denver Zoo outlines how it has used the data from the Falk study to rethink and enhance staff professional development, program development and learning outcomes, and marketing. (Contains 12 notes.)