Valentine’s Day: How COSI Scores with The Science of Sex

This Valentine’s Day, one attraction took the taboo and made it cool.

COSI, the Center of Science and Industry located in Columbus, Ohio, took a chance with an adults-only event explaining the science behind sex—and beyond. 

From demystifying human attraction, explaining the biology behind intimacy, and exploring the science behind animal mating behaviors, the science center created special programming for guests over age 21 and gave the evening event a bold name: The Science of Sex.

“It's a pretty unique concept,” says Jacob Essak, COSI’s senior manager of events. “As long as we can put a science spin on it—and have some fun—visitors will learn something new at the same time.”

Positioned as the perfect date night rooted in discovery and entertainment, The Science of Sex took place on Thursday, Feb. 13. The after-hours Valentines event targeted young adults with marketing promoting “the chemistry of connection.” 

COSI programmed hands-on experiments and engaging demonstrations, such as gamifying education centered around sexually transmitted infections. Attendees participated in Pathogen Dodgeball, where they tossed plushies—shaped like microbes representing herpes and other STIs—at a target resembling a giant prophylactic. 

“We're finding the lines as we push up against them,” Essak tells IAAPA News bout establishing boudaries. “Every once in a while, we get a great turnout—and we learn from that.”

How did the Central Ohio community react? The event sold out a week before Valentine’s Day. Presale tickets cost $20 for anyone age 21 and above. (Tickets at the door were slated to run $30 each. COSI does not announce ticket sale numbers). The unique programming created an opportunity for COSI to welcome a new demographic to the facility.

“It's helping us reach a totally different audience than we normally would,” says Kristy Williams, COSI’s director of communications, sharing planners fully expected some attendees to arrive at the event wearing fishnet pantyhose. 

COSI is proud to share elements of the event’s success with IAAPA News in hopes of inspiring other museums and science centers to replicate their winning formula when planning their own Valentine’s Day event in 2026.  

Be Bold and Transparent with Pre-Event Marketing

A description of The Science of Sex says it all: a “steamy science soirée” and “the science of seduction.” As part of the COSI After Dark series—curated events taking place after traditional operating hours—The Science of Sex didn’t leave potential guests wondering what they could experience.

COSI’s website shared how the attraction planned to present the subject matter of reproduction.
“We decided that we could take some of the taboo out of sex and focus more on the facts and the science side,” Essak says. “Our team agreed that pushing the line allows us to be entertaining at night with subject matter that would be taboo during daylight hours.”

While marketing messages can rack up turnstile clicks, producing a noteworthy event is crucial.

Programming Memorable Demonstrations

While most of COSI’s traditional exhibits opened to adult guests, the museum also programmed several demonstrations, informational talks, and games across three levels. 

From COSI’s animal ambassadors sharing how they reproduce, to a game named Ex Marks the Spot: Anti-Valentine’s Day Archery (where participants could play Cupid and shoot arrows at a target they imagined to be a former lover), the event will be remembered for its creativity. 

“We tend to get around the table and throw out ideas and go around the table it until we have a direction that we want to go,” Essak says of the planning meetings that began in July 2024.

To see a listing of the saucy sessions COSI presented, click here. 
While eye opening, hosting a Science of Sex event is not new. RMSC (Rochester Museum and Science Center) in Rochester, New York, staged a Science of Sex event just after Valentine’s Day in 2024. Meanwhile, several other North American science centers will stage Gal-entine’s Day, where women are encouraged to visit for a girl’s night. 

Pour In Community Partners

While the internal team at COSI developed the programming for The Science of Sex, they also were quick to invite other attractions to participate in the evening. While this may seem counterintuitive, Essak is quick to share that COSI is part of a greater fabric of community-minded attractions in Central Ohio. 

“It’s part of our mission statement to be the best partner we can be. We reach out to all kinds of local businesses and organizations when we're putting these evening events together,” he says.

The Feminist Sex Education Group at The Ohio State University staged a trivia game named Foreplay for 500: Sex Education Jeopardy.  Meanwhile, OSU’s James Cancer Hospital presented an educational session named Beyond the Diagnosis: Sex Through the Lens of Cancer. Finally, the Franklin Park Conservatory (a ticketed botanical garden on the east side of downtown Columbus) presented Petal Partners, a matching game rooted in the birds and the bees.  

Williams suggests that science centers turn to other attractions and look for ways to collaborate. 

“We've seen from the marketing perspective that connecting with other attractions and community partners helps us reach their audience,” she says. “With these new connections, COSI is able to reach a totally different audience than we normally would.”

Using Food and Beverage as a Magnet

Essak suggests museums and science centers can prevent visitors from congregating in the same area by strategically placing their bars in different corners of the facility. Thus, foot traffic continuously flows.  
“We've learned that people go where the bars are, so we spread those bars out,” Essak says. “That really helps us get people throughout the entire building between each of our activities.”

SSA Group, COSI’s culinary partner, provided the staffing needed at each cash bar, along with developing a special menu at COSI’s Atomic Café diner, where food was available for purchase. Before the event, SSA and COSI partnered to create a specialty drink available for one night only. Named “The Aphrodisiac,” the beverage consisted of vodka, cranberry juice, lime juice and honey syrup. Limited time specialty beverages, like The Aphrodisiac, can be offered at a premium price, thus driving revenue—something any operator loves.