Inventing the Amazeum

In Northwest Arkansas, Curiosity Found Its Home
Every dream starts with a question, and for the Amazeum, it was this: Why doesn’t Bentonville have a children’s museum? Jim Demaree, inspired by his mother’s work founding a museum in Missouri, couldn’t stop thinking about what such a space could mean for Northwest Arkansas. When he brought the idea to Ed Clifford at the Bentonville Chamber of Commerce, the response was clear: the community needed this. That simple conversation planted the seed for what would grow into one of the region’s most cherished resources.

Ed introduced Jim to Roger Thomas, a community leader and visionary who had long dreamed of creating a place for children to learn and play in Northwest Arkansas. Together, they shared a vision that would become a rallying point for local leaders, educators, and families. “We were just a small group with big ideas,” Roger recalled. “But we believed the community would support us”.

From Living Rooms to Blueprints
The earliest days of the Amazeum were humble yet ambitious. Meetings were held in living rooms, where passionate advocates brainstormed what the museum could become. Holly Hook, an educator and one of the first supporters, reflected on those beginnings: “It started as a grassroots effort, just a handful of us dreaming about a space where kids could explore and learn through play”.

The community’s enthusiasm quickly turned those dreams into action. Events like “Touch a Truck” and fundraisers brought families together and built awareness. Holly vividly remembers one of their earliest events filling up so quickly the fire marshal was nearly called in. “That’s when we realized just how much the community wanted this,” she said.

As the vision expanded, so did the need for resources and expertise. With support from the Walton Family Foundation, the Scott Family, Walmart Foundation, and other local organizations, the project began to take shape. The museum’s name, “Amazeum,” emerged from a brainstorming session with children who combined “amazing” and “museum” to capture the wonder the space would inspire.

Overcoming Challenges
Building the Amazeum wasn’t without its hurdles. The Great Recession slowed fundraising efforts, forcing the team to pause and rethink their strategy. “It was a tough time,” Roger Thomas, one of the project’s earliest advocates, said. “But we never gave up. We knew this was too important to let go”.

Once the economy rebounded, momentum returned. The Walton Family Foundation’s donation of land near Crystal Bridges provided the perfect location, anchoring the Amazeum within the cultural heart of Bentonville. Exhibits were designed to reflect the region’s heritage, from apple orchards to cabins, ensuring the museum felt rooted in the community.

Opening Day and Beyond
July 2015 marked the beginning of a new chapter for Northwest Arkansas. On opening day, families lined up to explore the Amazeum’s 50,000 square feet of interactive exhibits. Sam Dean, the museum’s CEO, recalled the energy of that day. “It wasn’t just about opening the doors; it was about watching kids and families connect through curiosity and creativity,” he said.

The Amazeum has grown into more than just a destination. It’s a partner in education, working with schools and organizations across the region to bring hands-on learning to life. Programs like “Museum Without Walls” have extended the museum’s reach, ensuring that children who can’t visit still experience its educational magic.

Why the Amazeum Matters
At its core, the Amazeum is about sparking curiosity and empowering discovery. Shantell Owens, an early advocate, put it best: “This isn’t just a place to play. It’s where kids realize they’re capable of more than they imagined”.

The museum’s impact extends beyond the visits as well. Families share stories of kids conquering fears, building confidence, and developing lifelong interests. One parent recalled how their son overcame his fear of heights on the canopy walk. “That moment changed how he saw himself,” they said. “It’s something we’ll never forget.”

The Next Chapter
As the Amazeum celebrates its 10th anniversary, it’s clear that this is only the beginning. Plans for expansion and new programs promise to deepen its impact on the community. Sam Dean looks to the future with optimism: “In 10 years, we’ve created something extraordinary. Imagine what we can achieve in the next decade”. This statement embodies the Amazeum’s mission—turning bold dreams into tangible impact and inspiring curiosity that reaches far beyond our campus.

The Amazeum’s story is one of passion, perseverance, and community. It’s a reminder of what can happen when people come together to dream big. Here’s to the next chapter of curiosity, creativity, and connection.