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Visitors - who wants them and where can we find them?
The document discusses the challenges and strategies of engaging audiences in museums and galleries in Scotland, based on data from various attendance surveys. It segments potential visitors into 'hot', 'warm', and 'cold' audiences, highlighting their characteristics and preferences. Insights from specific museums like Leeds Armouries and Fort Nelson illustrate what visitors enjoy and dislike, informing how to better attract and serve different audience groups.
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Visitors - who wants them and where can we find them?
- 1. Visitors – Whowants them and where can we find them? Paul Jardine Jura Consultants @JuraConsultants #MGSConf @MuseumsGalScot
- 2. MUSEUMS GALLERIES SCOTLAND FORTUNEFAVOURS THE BRAVE 12th September 2013
- 3. ENGAGING AUDIENCES Paul Jardine JuraConsultants
- 5. Engaging Audiences • TheChallenge • The Process • The Results
- 7. Taking Part inScotland, 2008 Attendance at arts and cultural events amongst Scottish adult population How often attended in last 12 months 2008 2004 (%) 2006 (%) 2008 (%) Once (%) 2 or 3 times (%) 4 or more times (%) Cinema 52 57 55 5 15 36 Museums 30 30 32 9 13 10 Art galleries 25 24 27 8 11 8 Rock and pop music 24 22 27 8 11 9
- 8. DCMS Taking Part2012/13 Quarter 1 Proportion who have visited a museum or gallery in the last year, 2005/06 to July 2011 – June 2012
- 9. Proportion who havevisited a museum or gallery in the last year, by ACORN group, July 2011 – June 2012 Proportion who have visited a museum or gallery in the last year, by ACORN group, July 2011 – June 2012
- 10. Leeds Armouries What VisitorsEnjoy Most
- 11. Leeds Armouries What VisitorsEnjoy Least
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- 14. ‘Hot’ Audiences • ActionSeekers • Education Enhancers • Entertain the Children • General Enthusiasts • Collection Enthusiasts • Family Focussed • Cost Conscious
- 15. ‘Warm’ Audiences • CollectionEnthusiasts • Not Yet But Will • Recent Potential Returners • Active & Interested Family Focussed • Active & Interested Heritage Generals
- 16. ‘Cold’ Audiences • RemoteEnthusiasts • Transport Deficient • Interested but Unaware • Time Challenges • Arms and Armour Rejecters
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- 20. • Family Focussed • Cost Conscious • ActionSeekers • • Entertain the Children • • Curious • Recent Potential Returners • Active & Interested Family Focussed General Enthusiasts Collection Cost Conscious • Active &Interested Heritage Generals Enthusiasts • Entertain the Children • Transport Deficient • Location Aware • Time Challenges • Arms and Armour Rejecters • Interested but Unaware
- 21. Geffrye Museum Influences onfuture visits
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- 24. • • • • • • • Learning New Recruits Pass Timein a Beautiful Place Specific Interest. Homes, Gardens, Decorative Arts Interest: Historic Buildings & Site Visit with Friends Atmosphere • Current Exhibition • Depends on the Event • Specific Interest. Schedule Homes, Gardens, Unappealing Decorative Arts • Too Busy Interest: Historic • Uniformed Buildings & Site • Not Relevant • Visit with Friends • Think Museums are • Pass Time in a • Beautiful Place • For Inspiration Boring • Cannot Visit More due to Geography
- 26. Visitors – Whowants them and where can we find them? Paul Jardine Jura Consultants @JuraConsultants #MGSConf @MuseumsGalScot