At The Broad we had the privilege, and the overwhelming task, of building a museum's digital (not to mention physical) infratsructure from scratch. How would you best serve your visitors, achieve your mission, and work efficiently if given the opportunity to start with a clean slate? Do you take the beneifts of integration with the complexities it creates or do you keep things simple? How do you anticipate the needs of a living institution before it exists? We will present on how we tackled this challenge/opportunity at The Broad, integrating customized ticketing, CRM, mobile, web, and marketing, choosing an untraditional visitor services management model, and focusing intensely on overall user experience, both physically and virtually.