John H. Falk is executive director of the Institute for Learning Innovation and Sea Grant Professor Emeritus of Free-Choice Learning at Oregon State University. He is known internationally for his work in the area of free-choice learning; the learning that occurs while visiting museums, science centers, zoos, aquariums, parks, watching educational television or surfing the internet for information. His recent research has focused on studying the long-term impacts of free-choice learning institutions; understanding why people utilize free-choice learning settings during their leisure time and helping cultural institutions of all kinds re-think their future positioning and business models in the 21^st century. Dr. Falk has authored over two hundred scholarly articles and chapters and has published more than a dozen books in this and related areas.