Audience Revolution

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What does it take to truly transform how an arts organization engages with its community? This is the story of how the Santa Cruz Museum of Art & History dramatically increased its attendance, revenue, and public impact through a "revolution" in active participation and social bridging. Presented by Nina Simon at the Theater Communications Group national conference in June 2013.

Published in: Education, Technology

Audience Revolution

  1. 1. MEMOFROM THEREVOLUTIONSLIDES / HTTP://BIT.LY/TCGNINAOPINIONS/ @NINAKSIMONNina Simon/ Santa Cruz Museum of Art & History
  2. 2. HI.MY NAME IS NINA,AND I WANT TOCHANGE MUSEUMS.
  3. 3. photo by muckster on Flickr
  4. 4. participation
  5. 5. Authority is content provider
  6. 6. Authority is content provider Authority is platform provider
  7. 7. social bridging
  8. 8. experimentation
  9. 9. visitors busiest day!"#!!!"$!!!!"$#!!!"%!!!!"%#!!!"&!!!!"&#!!!"!!!!"%!$!(%!$$" %!$$(%!$%"!"#!!"$!!!"$#!!"%!!!"%#!!"&!!!"%!$!%!$$" %!$$%!$%"cash2010-2011!"#!$"%"""#!&""%"""#!&$"%"""#!""%"""#!$"%"""#!(""%"""#!($"%"""#)*+,#"&&# )*+,#"&#
  10. 10. visitors busiest day!"#!!!"$!!!!"$#!!!"%!!!!"%#!!!"&!!!!"&#!!!"!!!!"%!$!(%!$$" %!$$(%!$%"!"#!!"$!!!"$#!!"%!!!"%#!!"&!!!"%!$!%!$$" %!$$%!$%"cash2010-2011!"#!!"$!!!"$#!!"%!!!"%#!!"&!!!"%!$!%!$$" %!$$%!$%"2011-2012!"#!$"%"""#!&""%"""#!&$"%"""#!""%"""#!$"%"""#!(""%"""#!($"%"""#)*+,#"&&# )*+,#"&#!"#!$"%"""#!&""%"""#!&$"%"""#!""%"""#!$"%"""#!(""%"""#!($"%"""#)*+,#"&&# )*+,#"&#!"#!!!"$!!!!"$#!!!"%!!!!"%#!!!"&!!!!"&#!!!"!!!!"%!$!(%!$$" %!$$(%!$%"
  11. 11. NOTE 1:A REVOLUTION IS NOTAN EXERCISE INCONCENTRIC CIRCLES.
  12. 12. Im closer to the stodgy traditional museumsupporter than to the audiences you arecurrently trying to reach, but I strongly supportyour outreach and attempts to involve newcommunities. It is precisely because of thatoutreach that I finally became a museummember last year. There was no reason to doso before, since the museum was doingnothing. I still have little occasion to go to themuseum, but Im willing to support it as animportant community resource.
  13. 13. NOTE 2:FOCUS ON WHATMATTERS.
  14. 14. NOTE 3:BE RIGOROUS.
  15. 15. We produceprogrammingOur mission isachieved(therefore give us money)
  16. 16. NOTE 3:EXPLOIT YOUR SIZE.
  17. 17. NOTE 5:DON’T QUIT.
  18. 18. photo by excalipoor on Flickr
  19. 19. The average scientist, so far as I can make out,spends almost all his time working on problems whichhe believes will not be important and he also doesntbelieve that they will lead to important problems.-Richard Hamming,“You andYour Research,” 1986[
  20. 20. yourturnOPINIONS/ @NINAKSIMON

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