The Scott Family Amazeum marks a decade of inspiring young people and sparking moments of interaction and wonder. Discover what makes this hub for hands-on fun and creativity a jewel of Northwest Arkansas.
In Northwest Arkansas, wonder has a home. For 10 years, the Scott Family Amazeum has proven itself to be a place where play informs learning and moments of discovery bloom into lifelong memories. As the Amazeum celebrates its decade-long journey, it proudly shares its milestones with an entire generation of children who have grown up with this one-of-a-kind resource, their imaginations forever enriched. “We’re part of so many kids’ core memories that it’s hard not to be reflective of the community,” says Holland Hayden, Senior Manager of Marketing and Communications at the Amazeum. From the very beginning, this museum has been more than a destination. It is a reflection of Northwest Arkansas’ spirit — a community that thinks big, works hard, and ensures every child has the opportunity to explore, tinker, and grow. It’s a place where curiosity is not only encouraged; it’s celebrated.
Sam Dean, CEO of the Amazeum, offers a similar sentiment. “It’s truly humbling — and honestly, a bit mind-blowing — to realize we’ve been an important part of a generation’s story here in Northwest Arkansas,” he says with his hallmark infectious enthusiasm. “When we first opened the Amazeum’s doors in 2015, our goal was simple but bold: to spark curiosity and creativity. And now, nearly a decade later, we’re seeing the ripple effects of that dream.” He recalls stories like that of Gavin, who discovered a passion for mechanics as a child taking apart a car at Tinkerfest and now returns to volunteer, inspiring the next wave of young makers; or two Amazeum campers, still in junior high, who’ve gone on to produce their own version of slime kits now for sale in the museum store. “These moments may seem small,” Dean continues, “but they plant seeds of possibility that grow in incredible ways.”
At its heart, the Amazeum is about wonder — those electric moments when a child’s eyes widen and they gasp, “I did it!” Hayden describes these as “everyday amazing” experiences. In the Tinkering Hub, a child might build their first circuit, a seemingly simple exercise that resonates far beyond the workshop. “It’s not just, ‘Wow, this is cool,’ but, ‘I did that!’” Hayden explains. “That sense of accomplishment sticks with them.” This emphasis on self-discovery and problem-solving feels like embarking on a grand quest — one where kids become the heroes of their own stories, uncovering hidden talents and solving mysteries disguised as puzzles and experiments. Play becomes an apprenticeship where creativity and learning intertwine. “Kids learn close to 20 times faster through play than repetition or other forms of learning. So, by coming to the Amazeum, kids gain a leg up in critical thinking and problem-solving skills. In those early years of development, that play is learning.”
Dean expands on this idea, noting how the Amazeum champions the importance of play in children’s lives. “It’s a bridge between curiosity and capability,” he details, “a space where kids can experiment, fail, try again, and discover their potential. And in doing so, they’ve reshaped what learning looks like — not just for themselves, but for their families and our whole community.” Dean describes the learning and discovery happening at the Amazeum as “active, messy, and joyful,” a process that sparks curiosity in children and helps them explore the world in new ways.
Parents, too, are part of this equation, as these transformative moments create core memories with their children. One visitor recalls their son’s initial fear of climbing the museum’s canopy walk. With encouragement, the boy finally scaled it himself, a victory etched in both their memories. Moments like this — when a kiddo is allowed the space to stumble, to problem-solve, and to make their own decisions rather than being given the answer — empower young minds to trust their instincts and feel secure in investigating their curiosity. These are the stories that give the Amazeum its heartbeat.
The Scott Family Amazeum’s story began in 2006 as a grassroots campaign. Local thought leaders, educators, and families envisioned a place where creativity and learning could intersect. Achieving 501(c)(3) status as the Children’s Museum of Northwest Arkansas, they launched outreach programs like “Museum Without Walls” and community events, including “Dancing with the Stars of Northwest Arkansas,” to build awareness and funds. A feasibility study confirmed overwhelming community support, and by 2010, a capital campaign began with major backing from donors like the Walton Family Foundation, Hershey, and Nickelodeon.
Dean came onboard as the first executive director in 2012, and the following year, the museum was officially named the Amazeum: a fusion of amazing and museum that brims with the promise of wonder.
The Walton Family Foundation donated land in Bentonville near Crystal Bridges Museum of American Art, setting the stage for a hub of discovery, creativity, and connection. Each step in this journey felt like planting and nurturing a garden of possibilities: Fundraisers became the raindrops, outreach programs the sunlight, and community collaborations the nourishing soil — all working in harmony to grow something extraordinary. Together, the community nurtured this collective vision, watching as it blossomed into a vibrant, tangible reality, a sanctuary of imagination brought to life.
When the Amazeum opened its doors in July 2015, it revealed more than 50,000 square feet of interactive exhibits like Hershey’s Lab, the Tinkering Hub, and an Outdoor Playscape, all designed to reflect Arkansas’ natural environment and culture. From its earliest days, the Amazeum collaborated with schools at every level, embodying deep roots in the educational ecosystem of Northwest Arkansas — becoming a living, breathing part of the community, eager to evolve with its host’s needs. Dean fondly remembers the goosebumps that rippled across his arms on that opening day. “Seeing families walk through our doors for the first time — wide-eyed and ready to explore — was a dream realized. It wasn’t just about the building or the exhibits; it was about the energy, the curiosity, and the connections sparking everywhere.” One such spark during one of the museum’s earliest workshops saw two families discover that they had just moved to Northwest Arkansas from the same state. As their children played together, the parents connected over their shared experiences and their excitement about finding a place where imagination thrived. These small, serendipitous moments of connection capture what the Amazeum aims to foster.
Today, the Amazeum serves as both a vital resource for children and a seasoned explorer guiding teachers and administrators on a shared adventure in education. With every workshop and program, it helps uncover new possibilities — a treasure map leading to innovative solutions and brighter futures. By listening to educators’ challenges and adapting programs, the museum strives to inspire curiosity and learning that reaches into homes, schools, and the wider community. “We’re always changing and reflecting what the community needs,” Hayden underscores. Whether it’s professional development workshops or STEAM-based curriculum support, the Amazeum remains at the forefront of educational innovation.
This commitment to inclusivity has always been central to the Amazeum’s mission. Hayden explains, “We know there are obstacles — whether that’s transportation, language, or cost.” Programs like Priceless Nights and Unfield Trip grants make visits possible for families and schools with limited resources. Additionally, the museum travels across the state, bringing hands-on learning to children who might not otherwise experience it. These initiatives punctuate the museum’s dedication, with outreach efforts that are nothing short of monumental, ensuring no child is left out of the experience. In one summer alone, the Amazeum’s library program covered nearly 5,000 miles, introducing activities like circuit-building to communities far beyond Northwest Arkansas. “To be able to have those opportunities to take the Amazeum out to kids is vital to what we do,” Hayden emphasizes. Dean adds, “It’s a privilege to grow alongside this community. The real joy is seeing kids take what they’ve learned here and apply it to the world outside these walls.”
In one memorable offsite library program, team members noticed a young girl who had been shy for weeks finally opening up. By the third workshop, she was eagerly exploring the activities with a facilitator, illustrating the transformative power of patience and play in fostering confidence. Another child at a STEAM camp had struggled with group settings but found solace in the Amazeum’s zen zone — a quiet space where children can reset and recharge. Inspired, she even created her own zen zone at home for her favorite stuffed animal. “These kids are growing up knowing that asking questions, testing out ideas, taking risks, and working together are all part of how you build something amazing — whether that’s a robot, a relationship, or a better world,” Dean asserts.
The Amazeum’s decade of work is most poignantly demonstrated by the children who grew up within its walls and now return as staff — like seeds planted in the rich soil of imagination, blossoming into vibrant mentors ready to nurture the next wave of dreamers. Hayden recounts stories of campers who became curiosity facilitators and even program leaders: “It’s odd sometimes working with these kids who have grown up here. They know so much more about the Amazeum than I do! It’s fun to see that different perspective.” Their journeys, intertwined with the Amazeum’s, are a testament to the lasting power of its purpose.
For Hayden herself, the Amazeum’s impact is deeply personal. “My son, Henry, was born the year it opened. We come every single year. Some of my favorite pictures of Henry and my dad, who has now passed, are here,” she shares with a bittersweetness. These snapshots are more than photos; they are proof of how deeply the Amazeum is woven into the fabric of families’ lives. It’s a place where generations connect, creating timeless memories.
As the Amazeum embarks on its next decade, growth is already underway. The EXP&ING Futures capital campaign announced last month aims to raise $25 million to transform the Amazeum’s campus and programs. Developments also include a focus on expanding resources for early learners, addressing a national crisis in early childhood education. Highlighting the importance of this effort, Hayden shares, “We’re making sure there’s more space, programming, and support for parents of early learners. Even if a child isn’t in preschool, for $100 a year, families can visit 100 times and ensure their child is learning and playing alongside peers.”
Dean, looking to the future, is also dreaming big. “In 10 years, if we can help the Amazeum become not just a place but a way of thinking — a movement — then we’ll have hit our mark,” he muses. “The next 10 years are going to be amazing, and I can’t wait to see where this journey takes us.” The Amazeum’s commitment to wonder, creativity, and community remains steadfast. It’s a place where moments of discovery ripple out to shape the future — for children, families, and Northwest Arkansas itself. As Hayden points out, “Kids might not remember the exact moment of discovery, but they remember the feeling they had when they were here. That’s what we want — for that everyday amazing feeling to stay with them.”
Every corner of the Amazeum seems to whisper, “What if?” What if you built it? What if it worked? What if you could climb higher? This is much more than a museum; it’s a playground for the imagination, a workshop for budding engineers, and a sanctuary for parents to see their children shine. Over its first decade, the Amazeum has proven one truth over and over: the spark of wonder is contagious, and it grows with every child, every visit, and every dream. Here’s to another 10 years of amazing — and to all the dreams yet to come.
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