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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
US Nonprofit Visitor-Serving Organization PerformanceAttendance compared to high-propensity visitor population growth, years 2009-2014
Atlanta9.9%
Chicago2.3%
Dallas-Ft.Worth7.6%
Los Angeles4.2%
New York City3.3%
San Francisco-Oakland5.2%
Seattle-Tacoma6.4%
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
US Nonprofit Visitor-Serving Organization PerformanceAttendance 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
o.0.948 : 1.000
MUSEUM “HISTORIC” VISITOR
Let’s update our “historic” visitor!
Need to engage emerging audiences
• Millennials– Young people (born 1980 – 2000)
• “Minority majorities”– Different people
• Underserved audiences– Less-wealthy people
High-Propensity Visitor Substitution RatiosTrend 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
Ante
cedent
Term
0.948 : 1.000
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+
How can we reach these audiences?
MAPS
• Mission
• Access Opportunities
• Personalization/programs
• Shared experiences
A B
C
DE
F
G
H
I
J K
L
M
AB
C
DE
F
G
H
I
J K
L
M
Revenue Efficiency Reputational EquitiesMORE
LESS
*Of assessed US museums with an admission basis.
Based on EOY 2014 financial analysis.
Relative Revenue Efficiency and Reputational EquitiesUS Museums – 1Q 2015
MISSION
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)
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
SHARED EXPERIENCES
Provide experiences that can be shared
• With > what
• Facilitate digital connectivity
• “Complete the circle” of welcoming audiences
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
MAPS
• Underscore mission
• Understand access opportunities
• Create personalized programs
• Facilitate shared experiences
Have questions or ideas?Please contact me!
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