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Guess Who’s Going tothe Gallery?A Strategic Audience Evaluation andDevelopment Study for Queensland Galleries Individual Gallery ReportThis project has been assisted by the Australian Government through theAustralia Council for the Arts, its arts funding and advisory body, and issupported by the Visual Arts and Craft Strategy, an initiative of theAustralian, state and territory governments.
Table of Contents page page INTRODUCTION EXECUTIVE SUMMARY Funding Partners 3 Note on Reading Charts 11 Key Definitions 11 Acknowledgements 4 Summary of Key Findings 12 Background 5 STUDY FINDINGS Study Aims 6 Visitor Demographics 16 Methodology 7 Visitor Behaviour 25 Project Team 9 Information, Interests & 31 Motivations Satisfaction and Feedback 39 CONCLUSIONS & 44 RECOMMENDATIONS APPENDIX 50
Funding PartnersPROJECT FUNDING This project has been assisted by the Australian Government through the Australia Council for the Arts, its arts funding and advisory body, and is supported by the Visual Arts and Craft Strategy, an initiative of the Australian, state and territory governments.ORGANISATION FUNDINGMuseum & Gallery Services Queensland Museums & Galleries NSW isacknowledges the assistance of the supported by the NSWQueensland Government through Arts Government through Arts NSWQueensland
Acknowledgements A special thanks to: Katy Alexander – original Project Manager for the NSW pilot Mackenzie Steele for his invaluable assistance in making data readable Rebekah Butler, Executive Director, M&GSQ Michael Rolfe, CEO, M&G NSW Rose Hiscock, Australia Council for the Arts Alistair Graham, Australia Council for the Arts Karen Cooke, EKAS Marketing Research Services All the participating Gallery Directors and their Staff The Volunteers in each Gallery who assisted in the administration of the surveys
Background In 2005 Museums & Galleries NSW (M&G NSW) commissioned a scoping study of 32 regional galleries in NSW. This research revealed that there was very little to no audience development research undertaken by regional galleries across the state. In May 2007, following the outcomes from the scoping study, M&G NSW commenced the Strategic Audience Evaluation & Development Study for Galleries in NSW with core project funding from the Australia Council for the Arts. The study set out to provide benchmark information on gallery audiences, their demographics, actions, attitudes, limitations and needs. M&G NSW trained staff and volunteers at the participating galleries and collected data using a paper questionnaire. In the first year of research 2007-2008, M&G NSW worked with 12 galleries across two regions of NSW - Western Sydney and the Hunter/Central Coast. In 2008-2009, M&G NSW worked with 10 Sydney Metropolitan galleries and in 2009-2010 a further 19 regional galleries took part in the project. The data from the NSW individual galleries was collated and released as the NSW State Report in early 2011. That report may be found at www.mgnsw.org.au In 2012, with project funding from the Australia Council for the Arts and Arts Queensland, Museum & Gallery Services Queensland (M&GSQ) partnered with M&G NSW to undertake a parallel study of 18 regional Queensland public galleries. As in the NSW study, each gallery received training on data collection and a bespoke report of their results. A total of 3041 responses were collected across the 18 galleries and were collated into the Queensland Report, released in 2013.
Study Aims The overall objective of the Study is to provide factual and reliable data for the sector. This data can be used to support initiatives for the individual galleries to: Identify and assist to retain current audiences. Identify opportunities to build new audiences. Understand the diversity of their audiences. Offer the most relevant programming possible. Determine ways of effectively marketing and publicising exhibitions an events, as well as attracting audiences. Plan effectively for the future. Advocate for regional and State-wide programs of audience development. The data presented is intended to act as a benchmark, and as a guide for future research opportunities.
Methodology The questionnaire: A standardised self-complete paper survey was designed for use in all the participating galleries. Training was provided to staff and volunteers from each participating gallery. Staff and volunteers distributed the self-complete paper survey to visitors during the allocated 2 survey periods. The survey periods for the Hervey Bay Regional Gallery were: 23 April – 16 July 2012 30 July – 3 September 2012 205 surveys were collected during the survey periods at the Hervey Bay Regional Gallery. 3041 responses were collected from Queensland participating galleries in 2012. The sample: Visitors 15 years or older. Children and school teachers attending in school groups were not surveyed, as the questionnaire was not designed for educational visits. The 15-18 year olds who participated in the survey were visiting alone, or with family or friends. A maximum of 2 people were surveyed in any one tour group. The standardised questionnaire was only available in English. This may have reduced the participation of visitors who spoke English as a second language or visitors with literacy barriers.
MethodologyThe exhibitions during the survey periods for the Hervey Bay Regional Gallery were:• Contemporary Wearables ‘11 (30/3/12 – 12/5/12)• Pearls of Wisdom (30/3/12 – 12/5/12)• RENEW: Real Illusions (18/5/12 – 7/7/12)• Goddess: Sacred Divine Feminine (18/5/12 – 7/7/12)• Undertow (13/7/12 – 1/8/12)• The In-Between Places (13/7/12 – 18/8/12)• Eighth CCP Documentary Photography Award (13/7/12 – 18/8/12)• Hervey Bay Art Society 29th Annual Competitive Art Exhibition (24/8/12 – 15/9/12)
Project Team Project Team – M&GSQ Debra Beattie, Project Co-Manager & General Manager, M&GSQ Leisha Lawrence, Project Coordinator & Program Officer Museum and Gallery Services Queensland acknowledges the assistance of the Queensland Government through Arts Queensland Project Team – M&G NSW Michael Huxley, Project Co-Manager & General Manager, M&G NSW Mackenzie Steele, Research Consultant Alison McLeod, Researcher Museums & Galleries NSW is supported by the NSW Government through Arts NSW Project Support This project has been assisted by the Australian Government through the Australia Council for the Arts, its arts funding and advisory body, and is supported by the Visual Arts and Craft Strategy, an initiative of the Australian, state and territory governments External Project Team Karen Cooke – Data entry management, Ekas Market Research Services Research Partner
Executive Summary Photo courtesy of Hervey Bay Regional Gallery
Notes on reading charts The following charts display totals for the Hervey Bay Regional Gallery, collected during the survey periods. All figures shown are percentages unless otherwise specified. Some data (where appropriate) is compared to Australian Bureau of Statistics (ABS) 2011 census data. Individual bases for the data are shown with a description of any applied data filters. Key breakdowns for each question, e.g.: by demographics (such as gender, age, income) or behavioural groupings (such as first-time visitors vs. multi-return visitors), are only shown if significant differences between groups exist. Key definitions: “Audience” - In this context is synonymous with gallery “visitors”. “Base” - The number of respondents upon whom the percentage figure or statistic is calculated. Bases vary as the data is filtered to analyse specific sub-groups, or if certain respondents do not provide a valid answer to a question. “Tourist” - There are three segments of tourists: 1) International 2) Interstate and 3) Intrastate. The last of these is generally someone who lives more than 50km from the gallery.
Summary of Key Findings Demographic characteristics: Around 1 in 2 visitors live within 5km of the gallery, with around 3 in 4 visitors living within 50km. – International visitors make up 3% of the total visitors to the gallery. – Around 3 in 4 visitors to the gallery live within the Fraser Coast LGA. Around 3 in 5 gallery visitors are over the age of 55. – In comparison to the ABS LGA data, the visitors to the gallery tend to skew towards the older age bracket (7% are under 34, compared to 24% of the population in the LGA). Visitors skew female with almost 4 in 5 gallery visitors being female. The gallery attracts visitors from all income levels. There is no evidence of a skew towards higher or lower income brackets for gallery visitors. Over one-third of visitors hold a tertiary degree. – Of note, 10% of visitors to the gallery have a postgraduate qualification. – One-third of visitors cite high school as their highest education level. 42% of the visitors to the gallery are employed in part time, full time or self employed work. – Over one-third of gallery visitors are retired. 1 in 8 gallery visitors speak a language other than English at home. – The gallery attracts at least three times as many visitors who speak a language other than English at home than the LGA. Indigenous Australians make up 3% of visitors to the gallery, in line with what may be expected from the ABS data.
Summary of Key Findings Behavioural characteristics: About 3 in 5 visitors are frequent visitors to the gallery (those who have visited more than 5 times). – On the other hand, 1 in 5 visitors are first time visitors to the gallery. Of those who have visited before, 4 in 5 have visited within the last 6 months. – Nearly half of the visitors have been to the gallery within the last month. Only a very small proportion have not visited the gallery in the last two years. There is a diverse mix of visitor types with respect to who they go to the gallery with: – Around 1 in 3 visitors come to the gallery on their own. – About 1 in 4 visitors come to the gallery with a spouse or partner. – 18% of visitors identified that they brought their children to the gallery. A clear majority are spending less than an hour in the gallery (92%). – Half of the gallery visitors spend less than 30 minutes in the gallery. 2 in 5 visitors have attended a workshop, talk or group activity at the gallery.
Summary of Key Findings Marketing & programming: About 1 in 4 visitors had heard of the gallery by “word of mouth”. – The local newspaper is also an important source of information with nearly 1 in 5 visitors hearing about the gallery through reading the local papers. Brochures are also a key driver. Only 2% of visitors used the Internet as a source of information about the gallery. Most gallery visitors (78%) are on email. Fewer than 1 in 10 visitors do not use the Internet. – About 2 in 3 visitors use the Internet as a tool to “find out about things to do”. – 41% of visitors use the Internet to search for family friendly activities. Art/craft or music fairs were the most cited preferred program at the gallery, followed closely by workshops/courses. The most commonly cited reasons for coming to the gallery were to see the general gallery collection or a special exhibition (36% and 47% respectively). – Around one-third of visitors identified their motivation for visiting the gallery was to spend time with their family. The most popular reason for visiting the gallery was “to stimulate my mind” with 41%. Painting was the most popular type of preferred exhibition (with 82% of visitors). – Exhibitions of work by local artists were popular as were exhibitions of work by well-known Australian artists (72% and 69% respectively). The majority of visitors to the Hervey Bay Regional Gallery (at least 2 in 3) had also attended other galleries within Queensland and elsewhere in the last 12 months. – The cinema and public library were the most commonly visited other cultural events.
Summary of Key Findings Satisfaction and feedback: 98% of visitors rated their visit to gallery as “good” or “terrific”. Only 2% of visitors rated their experience as “disappointing”. The helpfulness of staff/volunteers was a particular area of strength, with 68% rating them as “terrific”.
Visitor Demographics Photo courtesy of Hervey Bay Regional Gallery
Origins – Proximity to the GalleryComparisons to… Around 1 in 2 visitors live within 5km of the gallery, with around 3 in 4 visitors living within 50km of the gallery. International visitors make up 3% of the total visitors to the gallery. Within Within Within Within 5km 50km QLD Australia International 53% 23% 12% 10% 3% (53%) (76%) (88%) (98%) (100%) Cumulative total Note: • The proportion of international visitation may be even higher, as the questionnaire was only available in English. • Due to rounding, some figures may add to over 100%.Q16. Where do you usually live? Base: All valid responses
Local Government Area (LGA)– Fraser Coast The Fraser Coast LGA includes the following suburbs, locales and villages: • Aldershot • Dundowran • Netherby • Tinnanbar • Antigua Beach • Nikenbah • Toogoom • Aramara • Dunmora • Oakhurst • Torbanlea • Bauple • Eli Waters • Owanyilla • Torquay • Bauple Forest • Eurong (Fraser • Pacific Haven • Tuan • Beaver Rock Island) • Paterson • Tuan Forest • Beelbi Creek • Ferney • Pialba • Urangan • Bidwill • Glenbar • Pioneers Rest • Urraween • Blackmount • Glenorchy • Point Vernon • Walligan • Boompa • Glenwood • Poona • Wondunna • Boonooroo • Gootchie • River Heads • Yengarie • Boonooroo Plains • Grahams Creek • Scarness Around 3 in 4 visitors • Booral • Granville • St Helens • Brooweena • Gundiah • St Mary to the gallery live • Bunya Creek • Howard • Sunshine Acres within the Fraser • Burgowan • Island Plantation • Susan River Coast LGA. • Burrum • Kanigan • Takura • Burrum Heads • Kawungan • Talegalla • Burrum River • Maaroom • Teddington • Cherwell • Maryborough • The Dimonds • Craignish West • Thinoomba • Dundathu • Mount Urah • Tiaro • Dundowran • Mungar • Tinana • Munna Creek • Tinana SouthQ17. What is your residential postcode? Base: All valid responses
AgeComparisons to Australian Bureau of Statistics Around 3 in 5 gallery visitors are over the age of 55. In comparison to the ABS LGA data, the visitors to the gallery tend to skew towards the older age bracket (7% are under 34, compared to 24% of the population in the LGA). All figures are %Q27. Which of the following age groups are you in? Base: All valid responses
GenderComparisons to Australian Bureau of Statistics Over 3 in 4 gallery visitors are female. The visitors to the gallery skew more female than the ABS data. All figures are %Q13. Are you…? Base: All valid responses
IncomeComparisons to Australian Bureau of Statistics (Note: the ABS income distribution is measured on a different scale, but has been matched as closely as possible) All figures are % The gallery attracts visitors from all income levels. There is no evidence of a skew towards higher or lower income brackets for gallery visitors.Q28. What best describes your gross (before tax) annual household income, including pensions and benefits? Base: All valid responses
Education Over one-third of visitors hold a tertiary degree. Of note, 10% of visitors to the gallery have a postgraduate qualification. 34% of visitors cite high school as their highest education level.Q19. What is your highest level of education? Base: All valid responses
Work Status Over one-third of gallery visitors are retired. 42% of visitors are employed in part time, full time or self employed work.Q25. What is your main occupation? Base: All valid responses
Diversity 1 in 8 gallery visitors speak a language other than English at home. LOTE @ home The gallery attracts at least three times as many visitors who speak a language other than English at home than the LGA. Indigenous Australians make up 3% of visitors to the gallery, in line with what may be expected from the ABS data. Indigenous Australian Disability * * * No data available for a valid comparison forQ15. Do you speak a language other than English at home? “disability or other condition that impacted on your visitQ14. Are you of Aboriginal or Torres Strait Islander descent? today”.Q26. Do you have a disability or other condition that impacted on your visit today? Base: All valid responses
Visitor Behaviour Photo courtesy of Hervey Bay Regional Gallery
Number of times visited the gallery About 3 in 5 visitors are frequent visitors to the gallery (those who have visited more than 5 times). On the other hand, around 1 in 5 visitors are first time visitors to the gallery.Q1. How many times have you visited this gallery before today? Base: All valid responses
When last visited Of those who have visited before, 4 in 5 have visited within the last 6 months. Nearly half of the visitors have been to the gallery within the last month. Of note, 9 out of 10 have visited within the last year. Only a very small proportion have not visited the gallery in the last two years.Q2. When was your last visit? Base: All repeat visitors to the gallery
Who visited with There is a diverse mix of visitor types with respect to who they go to the gallery with. Around 35% of visitors to the gallery come on their own. About 1 in 4 visitors come to the gallery with a spouse or partner. 18% of visitors identified that they brought their children to the gallery.Q3. Who were you visiting with today? Base: All valid responses
Length of visit Half of the gallery visitors spend less than 30 minutes in the gallery. A clear majority are spending less than an hour in the gallery (92%).Q4. How long was your visit today? Base: All valid responses
Attendance at workshop, talk orgroup activity 2 in 5 visitors have attended a workshop, talk or group activity at the gallery.Q5. Have you or any member of your family ever been to a workshop, talk,or group activity at this gallery before today? Base: All valid responses
Information, Interests and Motivations Photo courtesy of Hervey Bay Regional Gallery
Source of informationWord of mouth About 1 in 4 visitors had heard of the gallery by “word of mouth”.Brochure or flier The local newspaper is also an important source of information with nearly 1 in 5Newspaper (local/community) visitors hearing about the gallery through reading the local papers. Brochures areI was passing by also a key driver. Only 2% of visitors use the Internet as aTourist information/publication source of information about the gallery.By invitation or free ticketSign/billboard/bannerI live locallyNot answeredIm a regular visitor (I visitoften, regularly visit exhibits)Newspaper (majormetropolitan)RadioInformation on InternetI am a member of the ArtGallery SocietyQ6. How did you hear about the gallery or this exhibition? Base: All valid responses, only responses over 1% shown
Internet usage Most gallery visitors (78%) are on email. Fewer than 1 in 10 visitors do not use the Email Internet. About 2 in 3 visitors use the Internet as a tool to “find out about things to do”. To find out about 41% of visitors use the Internet to search things to do for family friendly activities. To plan trips or holidays To search for family activities None of the above I dont use the InternetNote: 4% of respondents chose not to answer this question.Q20. Do you use the Internet for…? Base: All valid responses
Preferred workshops and programs Art/craft and music fairs were the most Art/craft or music fairs cited preferred program at the gallery, followed closely by workshops/courses. Workshops/courses Artist talks Live music Performances/theatre Tours Kids programs Poetry/writingNote: 7% of respondents chose not to answer this question.Q7. What programs and workshops would you or your family like to attend here? Base: All valid responses
Motivations To see a special exhibition The most commonly cited reasons for I like coming to this gallery coming to the gallery were to see the general gallery collection or a special exhibition (36% and 47% respectively). To see the general gallery collection Around one-third of visitors identified their motivation for visiting the gallery Came with family was to spend time with their family. To fill in time To have a good time out Holidaying/Touring in the Area For study purposes/self-education I have heard good things The reputation of the artist/s and/or exhibition Try something new Attend an event/activity/performance Visit the Gallery ShopQ9. What were the three main reasons you came to the gallery or exhibition today? Base: All valid responses
Personal Reason For Visit The most popular reason for visiting the gallery was “to stimulate my mind” with 41%. The second most popular reason was “to be surrounded by beautiful things” with 29%. “To share art with other people” (with 27%) was the third most popular reason. Note: This was a forced (single) choice question.Q8. Which of the following best describes you…? Base: All valid responses
Preferred exhibitions Painting Painting was the most popular type of Exhibitions of work by local preferred exhibition (with 82% of artists visitors). Photography Exhibitions of work by local artists were popular, as were exhibitions of work by Celebrated works of art by well- well-known Australian artists (72% and known Australian artists 69% respectively). Sculpture Photographic exhibitions also were highly cited (70%). Drawing Celebrated works of art by well- known international artists Ceramics/glass Textiles Indigenous and/or Torres Strait Islander exhibitions Live theatre/dance/music performance Exhibitions for Children Printmaking Social history exhibitions that address local issues Digital media arts/interactive mediaQ21. What sort of exhibitions would you most like to see at this gallery? Base: All valid responses
Attendance at other eventsAll visitors at Hervey Bay Regional GalleryMuseum or gallery inQueenslandMuseum or galleryanywhere elsePublic LibraryLive classical musicconcert/operaLive theatreperformanceLive danceperformanceLive rock/pop concertCinema or drive in The majority of visitors to the Hervey Bay Regional Gallery (at least 2 in 3) had also attended other galleries within Queensland and elsewhere in the last 12 months. The cinema and public library were the most commonly visited other cultural events.Q24. Thinking about the past 12 months, how many times have you been to a…? Base: All valid responses
Satisfaction & Feedback Photo courtesy of Hervey Bay Regional Gallery
Overall satisfaction 98% of visitors rated their visit to gallery as “good” or “terrific”. Only 2% of visitors rated their experience as “disappointing”. Specific areas of feedback (see over): The helpfulness of staff/volunteers was a particular area of strength, with 68% rating them as “terrific”. Base: All valid responses
Satisfaction with the different elementsAll visitors at Hervey Bay Regional Gallery Your overall n=188 experience Quality of information at n=180 venue Helpfulness of n=180 staff/volunteers Childrens n=56 activities/resources Facilities (bathrooms n=128 etc) n=86 Gift shop n=39 Café Atmosphere/building/sp n=150 ace/garden n=33 Live performance Lecture/education n=68 program The quality of todays n=185 exhibitions n=190 Ease of parking Direction signs to the n=179 gallery Being an easy place to n=202 get toQ10. How would you rate ALL of the following in your visit today? Base: All valid responses
Positive Feedback Respondents were given the opportunity to provide open-ended feedback about anything they particularly liked about their experience at the gallery. A comprehensive list of their verbatim feedback can be found in the appendix. Worksheets for kids Hervey Bay residents are The layout and space very lucky to have this art gallery which promotes local artists Friendly smiles on arrival and greeting Exhibition excellent and of special interest, ambience Wonderful creativity in both exhibitions …exhibitions were stunningQ11. Is there anything you particularly liked about your visit today?
Suggestions for improvement Respondents were also given the opportunity to provide feedback on what they feel could be development opportunities for the gallery in order to make their experience more enjoyable. A comprehensive list of their verbatim feedback can be found in the appendix. More casual seating in gallery Kiosk/Coffee shop area would be good Better access on weekend Being able to feel exhibits A takeaway flier with a picture from exhibition A later closing time Free wifiQ12. Is there anything that would have made your visit more enjoyable?
Conclusions andRecommendations Photo courtesy of Hervey Bay Regional Gallery
Conclusions Overall visitors are very satisfied with the gallery, offering mostly “good” and “terrific” ratings (98%). The gallery is successful in servicing its local community and a diverse community. 53% of visitors live within 5km of the gallery, with 76% living within the LGA. 41% of visitors are coming to the gallery with the primary purpose of “stimulating their mind”. The quality of the exhibitions is receiving a relatively high proportion of “terrific” ratings (53%), and is a key strength of the gallery experience. The general collection and special exhibitions are the top motivations for coming to the gallery. The gallery is successful in connecting with people who speak a language other than English at home (12% vs. 3% for the ABS LGA). It is also connecting with the Indigenous community, showing similar levels of visitation as shown in the ABS LGA (3%). The gallery is successful in creating an environment where visitors can visit on their own. 35% of gallery visitors are coming to the gallery on their own. Opportunities may exist to grow gallery audiences through those seeking a social experience. Compared to the community, the audience profile of the gallery skews significantly older and female. 77% of visitors are female compared to 52% in the ABS LGA. 61% of visitors are aged over 55 compared to 45% in the ABS LGA.
Recommendations The gallery has a core audience of repeat visitors who visit the gallery frequently (within 6 months), and their needs should be maintained. Retaining more of the first-time visitors. Currently the gallery attracts a sizeable proportion of first-time visitors (19%). Retaining first-time visitors is an efficient marketing strategy for developing an audience base, whilst maintaining its current loyal visitor base. Tactics to retain new visitors to the gallery could include loyalty programs and involvement in workshops, talks or group activities. Attracting a younger audience to the gallery. Compared to the ABS LGA data, audiences under the age of 34 are under represented (6% vs. 24% in the ABS LGA). Reaching a younger audience may involve new programming and marketing initiatives (such as a cross-generational program leveraging the existing older, established visitor base). Family focused activities appear to attract the under 34 age group. Research in recent years has shown younger audiences are more responsive to “word of mouth” and “online/social networking” and less to traditional media forms (such as the newspapers and brochures). Attracting men. Men are more likely to attend with a spouse/partner than with friends, therefore initiatives aimed at “couples” may help attract more males to the gallery.
Recommendations Potential marketing initiatives to help develop the audience: Leverage the Internet as a communication device. There is an opportunity gap between the general use of the Internet (92%) and the frequency that the Internet is used as an information source about the gallery (2%). Consider that currently nearly two-thirds of visitors use the Internet to “find out about things to do”. Greater e-marketing and social network sites (e.g.: Facebook) may help attract a new audience, particularly younger audiences. It would be worthwhile investigating e-distribution methods for newsletters that enable the sender to track the opening and “click through” rates. There are a number of these available at little or no cost. Control of images in publications. The imagery used on both the website and the printed material helps shape the audiences it attracts. A tool that may help attract the “less represented” segments of the audience is to ensure that they are included in the images in publications and on the website. This way people will see “similar” people to themselves attending the gallery. Encourage attendance at workshops, talks and group activities. These programs are an effective way of encouraging repeat visits, greater advocacy and generate other business opportunities. Of the public programming, arts, crafts and music fairs as well as workshops/courses may be key in developing audiences. Arts, crafts and music fairs as well as artists talks are amongst the most cited preferred public programs overall with gallery visitors.
Recommendations Leverage the gallery’s relationship with similar institutions. As many visitors attend other galleries, there may be opportunities to build cross-promotion with similar organisations within regional or metro Queensland. Public libraries and cinema may also provide opportunities for cross-promotional initiatives. Further initiatives: Café services. There was some disappointment amongst visitors with the nearby café. Based on other studies in galleries across NSW, a café can be a very important part of a gallery experience, particularly for the visitors seeking a social experience as part of their visit. Providing visitors with a space to enjoy coffee and relax, possibly with alternative seating, may improve this aspect of their visit and make them more likely to return. Developing a donor program. There is a segment of the audience with a household income over $100K pa (12%). Though they may not be able to provide large one-off donations, they may be able to provide smaller donations over a longer period. Such donors are often valuable ambassadors for the gallery.
Recommendations Future research directions: Longitudinal studies could help ensure survey work is more representative. Information collected during this survey pertained to specific exhibitions that were current during the fieldwork period. Collecting information over a broader time span may help provide a more accurate picture of the visitor population by preventing possible skews by particular exhibitions. Qualitative research could provide a richer detail about the visitors. Quantitative research, such as this survey, provides a snapshot of certain characteristics, attitudes and behaviours of the visitor population. Qualitative research, on the other hand, uses a handful of respondents to explore the range of motivations and attitudes, and describe in detail the reasons behind these. This could take the form of in-depth interviewing, focus groups, or accompanied gallery visiting. Segmenting audiences will help strategic planning for growth. Audiences are not a homogenous group, and different types of visitors come to the gallery for different reasons, with different attitudes, and displaying different behavioural patterns. Identifying segments within the audience base will help target marketing initiatives and exhibition programming, and can help position the gallery “brand”. Further research should also aim to: Uncover the deeper reasons why visitors respond the way they do (e.g.: how does a café and garden enhance the experience for certain visitors? Why is painting so popular as an art form?).
AppendixPhoto courtesy of Hervey Bay Regional Gallery
Positive Feedback (full list) • A marvellous well hung display of local and other • Gallery shop artist’s works • Good exhibition and friendly staff • Artist work/its free • Good space • Atmosphere • Great Exhibition (current) • Beautiful display peace and quiet • Hanna Kay Exhibition • Beautiful exhibitions • Helpful volunteer, staff/Written handout explaining • Everything work and info from artist • Exhibition • Hervey Bay residents are very lucky to have this • Exhibition excellent and of special interest, art gallery which promotes local artists ambience • High quality of workmanship • Explanations by volunteer • I always feel inspired by the beauty of art • Fabulous exhibitions • I always love visiting the gallery no matter what is on exhibit • First class exhibition • I learnt about a Jewish settlement in Regional • Friendliness of staff Australia • Friendly atmosphere of the group • I liked everything • Friendly gallery volunteer • I liked seeing the miniature artworks • Friendly smiles on arrival and greeting • I liked the energy as tho the art speaks and draws • Friendly staff you in • Friendly staff/Great exhibition (unique) • In-between paintings • Friendly volunteer • Its nice and quiet • Friendly volunteers • Jewellery exhibit excellentQ11. Is there anything that you particularly liked about your visit today?
Positive Feedback (continued) • Just enjoyable • Photographs and the paintings of Amanda Van Gils and that it was free • Just enjoyed the exhibition • Pleasant • Kids workshops are excellent • Quality of the contemporary wearables • Lakanna Jones Exhibit exhibition • Layout of art was very good • Range of Art works • Liked the ambience • Relaxing and Enjoyable • Lots of children here/a school was visiting • Seeing local • Love art altogether • Seeing the exhibition of local artists • Loved the exhibitions, quality work and expression • Space with quiet background music of artists, both natural and local • Spaciousness of the gallery • Loved the recycled art • Spinners Exhibition • Manifestations of human creativity • Staff very friendly/my 8yr old daughter invited • Meeting with like-minded friends to participate in treasure hunt of items on • Mentally stimulating display/She loved it • Most informative talk by Carol Dakley Judge • Talking with the volunteer • Music playing in background and volunteer help, • The calm atmosphere exhibitions were stunning • The Cross stitching • My son enjoyed the mudskipper program • The display was beautiful • No not today • The exhibition and calmness of the gallery • Originality of art exhibits • The fantastic Art from local artists • Painting of a dragon • The friendly and helpful attention from the ladyQ11. Is there anything that you particularly liked about your visit today? on duty
Positive Feedback (continued) • The volunteers are very helpful • The general ambience of the venue • The way the art was displayed • The interaction put forth for children, my granddaughter loved it • The year of dragon • The Jewellery • Use of everyday project (product) • The layout and space • Variety for all tastes • The music that played in the background Mon • Variety of Exhibits 23rd April • Variety of paintings • The paintings of the trees and hay barrels • Variety of subjects • The photo exhibition outside • Very good • The photo gallery • Very pleased with Goddess exhibit/Just what I • The Photographic Exhibition needed today • The photographic exhibition was lovely • Very quiet and peaceful • The piano • We were welcomed very friendly and helpful staff • The quality of the current exhibition • Weaving • The quantity of work good, not too much to take in • Weaving and staff • The range of media and subject • Welcoming staff make the visit a pleasant experience • The scarce display in Hallway and some of the art • Well curated • The unusual yet beautiful exhibition/the calm and serenity • Well displayed/Informative • The very helpful receptionist • Wonderful creativity in both exhibitionsQ11. Is there anything that you particularly liked about your visit today?
Positive Feedback (continued) • Work on display/Friendliness and info of staff • Worksheets for kids • World class welcoming • Yes quiet time to relax and leisurely stroll and enjoy the surroundingsQ11. Is there anything that you particularly liked about your visit today?
Suggestions for improvement (full list) • A cafe • Maybe some floor pieces • A cafe within the premises • More artistic cards to choose • A later closing time • More artwork collections 3 or 4 and different media • A little more time to spend • More casual seating in gallery area would be • A takeaway flier with a picture from exhibition good • All good • More interactive works • Audio tape of artist? background and inspiration • More paintings and photography • Being able to feel exhibits • More pianos • Better access on weekend • No it was great/this particular display not my • Cafe cup of tea but it was still interesting • Free coffee • Parking/Car park toll • Free wifi • Performances • Great exhibits • Staff very welcoming • If there were more exhibitions I could easily • The original mini paintings on the front of the spent for longer catalogue • Kiosk/Coffee shop • To have an Espresso/cafe vendor with quality coffee, tea • Knowing why the winners won • Live music/Local artistQ12. Is there anything that would have made your visit more enjoyable?
Suburbs within 5km include Hervey Bay 4655 Pialba 4655 Point Vernon 4655 Scarness 4655 Torquay 4655 Eli Waters 4655 Kawungan 4655 Wondunna 4655 Nikenbah 4655