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INCLUSION OR IRRELEVANCE:THE DATA BEHIND THE URGENT NEED FOR
MUSEUMS TO REACH NEW AUDIENCES
COLLEEN DILENSCHNEIDERCHIEF 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
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
Atlanta9.9%
Chicago2.3%
Dallas-Ft.Worth7.6%
Los Angeles4.2% New York City
3.3%
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%
HPV Population Attendance
BY METROPOLITAN STATISTICAL AREA
US Nonprofit Visitor-Serving Organization PerformanceAttendance performance against high-propensity visitor population expectation, years 2009-2014
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
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%
Performance Against Expectation
BY METROPOLITAN STATISTICAL AREA
o.0.948 : 1.000MUSEUM “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)
2000
20
01
2002
2003
20
04 20
05
2006
20
07
2008
20
09
2010
20
11
2012
20
13
2014
20
15
2016
20
17
2018
20
19
2020
2021
20
22 20
23
2024
20
25
0.7
0.8
0.9
1.0
1.1
1.2
1.3
Ante
cede
nt T
erm
0.948 : 1.000
Cause Priorities by Age Cohort: Art and Culture(Ten-year tracking, April 2006-April 2015)
Apr 06 Apr 07 Apr 08 Apr 09 Apr 10 Apr 11 Apr 12 Apr 13 Apr 14 Apr 1530
40
50
60
70
80
90
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
D E
F
G
H
I
J K
L
M
A B
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
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
0 50 100 150 200 250 300 350
34.5
55.3
69.7
78.2
111.8
119.6
303.2
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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