The paper gives an overview of some of the museum-like activities currently being undertaken in Second Life. Current development is mainly in the hands of pioneers, often interested amateurs engaging in serious leisure to create spaces enabling them to share their interests with others. These efforts are explored in this paper through a systematic analysis of museum visits and a qualitative analysis of interviews with designers and developers of museums in Second Life. Findings identified include the impact of the current technology on what is created, and the importance of interaction-centric designs.