Tourism is a huge industry in Southern California, and over
the years entrepreneurs and ambitious municipalities have worked hard to build
a large number of competing attractions, from Disneyland to the Long Beach
Aquarium to Universal Studios to the LA Science Center to The Getty Center.

Historically, arts and education organizations have notfocused on customer service, perhaps because they did not see themselvescompeting with other attractions. But they do compete for discretionaryspending, ...