The Andy Warhol Museum holds the largest collection of Warhol’s artworks and archival materials and is one of the most comprehensive single-artist museums in the world. They primarily marketed themselves to non-local tourists, but due to the COVID-19 pandemic, the Andy Warhol Museum adjusted its target audience to focus more on the local Pittsburgh audience. Our team of five digital analysts evaluated the Andy Warhol Museum’s web analytics data to investigate the success of their restructured navigation and compare the behaviors of local and non-local audiences.