Inclusion or Irrelevance: The Data Behind The Urgent Need For Museums To Engage New Audiences
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The document discusses the need for museums to reach new audiences. It presents data showing that attendance at museums has declined compared to population growth in major cities from 2009-2014. Younger generations, minorities, and lower-income groups visit museums less frequently. The document proposes that museums focus on their mission, access, personalization, and facilitating shared experiences to better engage these underserved audiences through strategies like addressing barriers, scheduling, transportation, pricing, and digital connectivity.
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Inclusion or Irrelevance: The Data Behind The Urgent Need For Museums To Engage New Audiences
- 1. INCLUSION OR IRRELEVANCE: THE DATA BEHIND THE URGENT NEED FOR MUSEUMS TO REACH NEW AUDIENCES COLLEEN DILENSCHNEIDER CHIEF MARKET ENGAGEMENT OFFICER, IMPACTS RESEARCH AUTHOR, KNOW YOUR OWN BONE
- 2. US Nonprofit Visitor-Serving Organization Performance Attendance compared to high-propensity visitor population growth, years 2009-2014 Atlanta 9.9% Chicago 2.3% Dallas-Ft.Worth 7.6% Los Angeles 4.2% New York City 3.3% San Francisco-Oakland 5.2% Seattle-Tacoma 6.4% Atlanta -5.1% Chicago -6.4% Dallas-Ft.Worth -2.4% Los Angeles -2.5% New York City -3.5% San Francisco-Oakland -3.0% Seattle-Tacoma -3.7% -20% -15% -10% -5% 0% 5% 10% 15% 20% HPV Population Attendance BY METROPOLITAN STATISTICAL AREA
- 3. US Nonprofit Visitor-Serving Organization Performance Attendance performance against high-propensity visitor population expectation, years 2009-2014 Atlanta -15.0% Chicago -8.7% Dallas-Ft.Worth -10.0% Los Angeles -6.7% New York City -6.8% San Francisco-Oakland -8.2% Seattle-Tacoma -10.1% -20% -15% -10% -5% 0% 5% 10% 15% 20% Performance Against Expectation BY METROPOLITAN STATISTICAL AREA
- 4. o.0.948 : 1.000 MUSEUM “HISTORIC” VISITOR
- 5. Let’s update our “historic” visitor!
- 6. Need to engage emerging audiences • Millennials – Young people (born 1980 – 2000) • “Minority majorities” – Different people • Underserved audiences – Less-wealthy people
- 7. High-Propensity Visitor Substitution Ratios Trend Analysis, Years 2000-2025 (Projected) 0.7 0.8 0.9 1.0 1.1 1.2 1.3 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 AntecedentTerm 0.948 : 1.000
- 8. Cause Priorities by Age Cohort: Art and Culture (Ten-year tracking, April 2006-April 2015) 30 40 50 60 70 80 90 Apr 06 Apr 07 Apr 08 Apr 09 Apr 10 Apr 11 Apr 12 Apr 13 Apr 14 Apr 15 Age 18-24 Age 25-34 Age 35-54 Age 55+
- 9. How can we reach these audiences?
- 10. MAPS • Mission • Access Opportunities • Personalization/programs • Shared experiences
- 11. A B C D E F G H I J K L M A B C D E F G H I J K L M Revenue Efficiency Reputational Equities MORE LESS *Of assessed US museums with an admission basis. Based on EOY 2014 financial analysis. Relative Revenue Efficiency and Reputational Equities US Museums – 1Q 2015 MISSION
- 12. ACCESS OPPORTUNITIES Make sure that they can get in the door • Understand all barriers to entry – “Not for people like me”/reputation – Schedule – Transportation – Price (not usually the only answer)
- 13. PERSONALIZATION/PROGRAMS Personalization trends are affecting everything • Onsite experience • Group tours/how museum is experienced • Social care on online platforms platforms • Connective content • Membership structures
- 14. SHARED EXPERIENCES Provide experiences that can be shared • With > what • Facilitate digital connectivity • “Complete the circle” of welcoming audiences
- 15. The best thing about a visit to a cultural organization 34.5 55.3 69.7 78.2 111.8 119.6 303.2 0 50 100 150 200 250 300 350 Peace and quiet ("sanctuary from hectic day") Visiting a new place Enjoying a day off from work/school Learning something new Interacting with staff/volunteers/performers Seeing/interacting with exhibits/performance Time with family and friends 1 100 INDEX VALUE
- 16. MAPS • Underscore mission • Understand access opportunities • Create personalized programs • Facilitate shared experiences
- 17. Have questions or ideas? Please contact me! Know Your Own Bone colleendilen.com @cdilly twitter.com/cdilly facebook.com/colleendilen linkedin.com/in/ colleendilenschneider cdilenschneider@ impactsresearch.com pinterest.com/colleendilen