The Steven F. Udvar-Hazy Center of Smithsonian Institution's National Air and Space Museum, located in Chantilly, Virginia, provides important educational, cultural and social functions for area residents. In terms of science and technology education, the exhibits, interpretation, virtual environments and interactive displays provide unique and collaborative learning opportunities that can lead to a long-term interest in these subjects. While a significant number of local visitors came to the museum during the period immediately following the opening in 2003, current visitation patterns have leveled off. The purpose of this study was pinpoint factors, leading to visitation resistance as well as ways to increase initial and repeat visitation of residents in the surrounding three counties. The findings suggested key differences between resident visitors and non-visitors that can be used to inform museum marketing endeavors targeting the local community.