The NM Department of Cultural Affairs engaged SSA to conduct a feasibility study for a lowrider museum to be located in Española, New Mexico. The work involved providing the research needed to understand what it takes to build and run a museum, from cost and content development to long-term operations. Working with NMDCA, our team established the vision and goals for the proposed Lowrider Museum by evaluating how it serves the community through visitor experience, cultural interpretation, and programs rooted in local identity. The analysis considers how key audiences; residents, visitors, youth, tourists, and local Car Clubs, engage with exhibitions and events that represent lowrider culture.