Sales has the power to change conditions, to transform a situation through the skills of the sales person. Marketing, however, generally does not possess such transformative power. Marketing needs to work with conditions as they are.
We don't always think of cities as having brands, but they certainly do. While some cultural institutions are actually strong enough to be active builders of the brands of their fair city, most are not, and most historic house museums are certainly not in such a position. But each institution's history and meaning in relationship with the existing brand of its city is a factor in its success.
Finding out what you need to know in order to have a proper marketing strategy is not easy or cheap, but I can pretty much guarantee that what's far more costly is executing a marketing plan without a strategy to guide it.
Does thinking about race make you racist? No. Does not thinking about race make you racist? Unfortunately sometimes yes. These are uncomfortable issues and hard to look squarely in the eye, but they are standing right in front of you. Time to say hello.