dir ctors’ cutaamd.org/sites/default/files/meeting-document/culture track...
TRANSCRIPT
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DIR CTORS’CUT
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Q:What’s in the hearts and minds of cultural audiences today?
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We created the nation’s largest tracking study
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Fielded every 2-3 years
2001 2003 20052008 2011 2014
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With specific goals in mind
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Build upon leading research studies
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Go Deeperinto meta trends, such as:
• search for authenticity• self-curation• collaborative consumption
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Understandwhat’s really driving or discouragingcultural participation
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Providea research foundation our work and for the cultural field at large
Data collected from
4,026 people in all 50 states
+/-1.6% margin of error
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What We Learned
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While it’s a good time to be an art museum ...
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PERCENT OF RESPONDENTS WHO ATTEND AT LEAST ONCE PER YEAR
Living museums
Science museums
History museums
Art museums
Musical theater
Dramatic theater
Classical music
Modern dance
OperaClassical dance
79 82 62 73 49 52 25 1869 72 56 48 23 22 19 1558 60 35 43
20142011
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PERCENT OF RESPONDENTS WHO ATTEND AT LEAST ONCE PER YEAR
Living museums
Science museums
History museums
Art museums
Musical theater
Dramatic theater
Classical music
Modern dance
OperaClassical dance
79 82 62 73 49 52 25 1869 72 56 48 23 22 19 1558 60 35 43
20142011
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... the number of people who attend cultural activities most frequently is shrinking.
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3+ eventsnone 1 to 2 events
27%
27%
30%
51%
42%
54%
22%
31%
15%
2011
2007
2014
NUMBER OF CULTURAL ACTIVITIES ATTENDED PER MONTH
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Audiences are defining culture more broadly than ever before.
This means that competition keeps growing.
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79%define as acultural activity
87%participate at leastonce per year
national, state or municipal park 19
Phot
o by
Aho
dges
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broadcast of a live performance at a movie theater 20
Phot
o by
Car
terh
awk
66%define as acultural activity
34%participate at leastonce per year
64%define as acultural activity
60%participate at leastonce per year street art
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Phot
o by
Joel
John
son
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64%define as acultural activity
73%participate at leastonce per year
food and drink experiences
56%define as acultural activity
52%participate at leastonce per year
an independent film at a theater
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Phot
o by
Alli
son
Jone
s
51%define as acultural activity
84%participate at leastonce per yearnon-commercial television 24
Cultural organizations are experiencing unprecedented drops in loyalty as well.
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VISUAL ARTS
26 15
PERFORMING ARTS
23 10
2011
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% w/Memberships % w/Subscriptions
VISUAL ARTS
26 15
PERFORMING ARTS
23 10
20142011
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% w/Memberships % w/Subscriptions
And above all, audiences want experiences that are social and entertaining.
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REASONS TO MAKE CULTURE A PART OF ONE’S LIFE
Be “in the know”
Celebrate my heritage
Escape stress
Support mycommunity
Introduction to new things
Learn about other cultures
Interest in subject
Expand my perspective
Time with friends/family
Entertainment& enjoyment
84 83 68 73n/a 79 64 67 57 5273 77 67 66 31 2389 93 69 76
20142011
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Be “in the know”
Celebrate my heritage
Escape stress
Support mycommunity
Introduction to new things
Learn about other cultures
Interest in subject
Expand my perspective
Time with friends/family
Entertainment& enjoyment
84 83 68 73n/a 79 64 67 57 5273 77 67 66 31 2389 93 69 76
REASONS TO MAKE CULTURE A PART OF ONE’S LIFE
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20142011
Can’t find anyone to
go with
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BARRIERS TO CULTURAL PARTICIPATION (BY GENERATION)
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Gen X
Pre-War Boomers
Millennials
The shift:Fewer “museum mavens.” More “heat seekers.”
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We call the aggregate effect “Cultural Promiscuity.”
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Less frequent cultural participation+ more activities defined as culture+ lower loyalty levels+ more heat seeking
= Cultural Promiscuity
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Q:What do you need to know to navigate the changing landscape of cultural audiences?
5 Key Ideas
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2.Drop-shoulderExperiences
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3. The Multi-sensory Museum
4.Winning by Hosting
1. I am here.Where are you?
5.Remember Me?
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1. I am here. Where are you?
Audiences live on—and through—mobile.
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Why is mobile different?
UBIQUITYMobile is now an appendage; it’s everywhere you are.
ENGAGEMENTEverything is experiential with the phone in your hands.
PERSONALIZATIONIt is the remote control of your life.
TRACKABILITYBy demographics, platform, behavior, time, interest, location, etc.
Ownership of mobile devices has skyrocketed since 2011.
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OWNERSHIP OF MOBILE DEVICES
iPod/MP3 player
Tablet/E-Reader
Smartphone
421831
2011
66 6364
2014
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Yet, few are using mobile devices to enhance their cultural experience on-site.
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OWNERSHIP vs. ON-SITE USAGE OF MOBILE DEVICES
iPod/MP3 player
Tablet/E-Reader
Smartphone
66 636420 10 7
2014Ownership
2014On-Site Usage at a Cultural Experience
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ON-SITE USAGE OF MOBILE DEVICES (BY GENERATION)
iPod/MP3 player
Tablet/E-Reader
Smartphone
39 25
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12 5 13 8 16 212 7 8 4
Gen X
Pre-War Boomers
Millennials
This is a transitional moment for using technology in cultural experiences ...
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... and the audience is leading the way in defining the new norms.
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MOBILE DEVICE ACTIVITIES(BY THOSE WHO USE A DEVICE ON-SITE)
66Takingphotos
47Sharingphotos
35 34 31 24 15Browsing cultural org’swebsite
Using a search engine
Social media“check in”
Reading/commenting about event onsocial media
Using cultural org’smobile app
2014
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What’s happening here?
If your audiences are using mobile to make and share statements of self-identity in your museum, where are you?
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2. Drop-shoulder Experiences
When today’s audiences enter your museum, they are not neutral.
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ECONOMIC REASONS FOR DECREASING CULTURAL PARTICIPATION
20142011
Reducing expenses across the board
Cutting back on leisure activities
Reprioritizing time/money spent on leisure
Prefer to spend more time at home
5151 5147 29278277
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Reducing expenses across the board
Cutting back on leisure activities
Reprioritizing time/money spent on leisure
Prefer to spend more time at home
5151 5147 29278277
20142011
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ECONOMIC REASONS FOR DECREASING CULTURAL PARTICIPATION
BARRIERS TO ATTENDING CULTURAL ACTIVITIES20142011
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Inconvenient hours
Can’t find anyone to go with
Difficult to find the time
It’s a hassle to get there
Cost Unappealing topic
I find it unwelcoming
50 56 20 2839 44 26 28 9 1368 70 23 28
BARRIERS TO ATTENDING CULTURAL ACTIVITIES20142011
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50 56 20 2839 44 26 28 9 1368 70 23 28Inconvenient hours
Can’t find anyone to go with
Difficult to find the time
It’s a hassle to get there
Cost Unappealing topic
I find it unwelcoming
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Escape stress
REASONS TO MAKE CULTURE A PART OF ONE’S LIFE (BY GENERATION)
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Gen X
Pre-War Boomers
Millennials
How does the path that leads to your museum experience help audiences clear their minds?
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Getting to neutral:
online and onsite resourceswelcome experiencesorientationwayfindingcustomer serviceamenities
and empathy.59
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3. Context as Culture
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For today’s audiences, everything is culture.
This means that every space and service the museum offers has the opportunity to create a meaningful cultural experience.
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In their own words, Culture is:
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“Something that entertains, enriches, challenges the mind, and gives enjoyment.”
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“Having ‘aha’ moments.”
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“Something that offers enrichment via sight, sound, touch or taste.”
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“An experience that enlightens and enlarges your world.”
In response to “culture” being named Word of the Year in 2014,the New Yorker wrote . . .
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“Culture . . . represents in its way, a wish.The wish is that a group of people might discover, together, a good way of life; that their good way of life might express itself in their habits, institutions and activities; and that those, in turn, might help individuals flourish in their own ways.”
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Because culture is now defined in terms of connection, discovery and personal fulfillment, we believe that the more you engage audiences in the galleries and beyond, the more you win.
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+
72destination dining
gardens as galleries 73
welcoming through art
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crossing genres/defying expectations
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Phot
o by
Joel
John
son
bringing the museum to the street
How can you program every facet of the museum experience?
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4. Winning By Hosting
Traditionally, anything presented at the museumwas created or curated by the museum.
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But what if the key to attracting new visitors or communities ...
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... is inviting their world into yours?
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A case study: Governors Island
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What can museums learn from Governors Island?
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“If you build it, they will come.”
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encourage
a.k.a. provide a flexible, open space for programming.
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OpenHouseGI is the platform where the City’s cultural communities present, experiment, and reach new audiences.
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A Typical Day: Saturday, June 21 2014
Make Music New York’s Porch Stomp
“A Curious Invasion” in Hammock Grove
FIGMENT’s mini golf and treehouse
“15 Minute Hamlet”
River to River Festival Dance Performance
A dozen indoor exhibits
Compost Learning Center workshops FIGMENT pavilion
LMCC’s Trisha Brown exhibition
Spontaneous Interventions
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0
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Theater and Dance Productions
Indoor exhibits Special events Open rehersals and studios
Workshops
Range of Experiences Offered by OpenHouseGI
2011
2012
2013
2014
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0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
2006 2007 2008 2009 2010 2011 2012 2013 2014
Tota
l Vis
itatio
n
Year
Growth in Governors Island’s Popularity
How can you reimagine your museum to shift from authority to host?
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5. Remember Me?
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ESTIMATED CHANGE IN POPULATION, 2010-2050, BY AGE IN THE UNITED STATES
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PERCENT OF POPULATION YOUNGER THAN 15, AND 65 & OLDER IN THE UNITED STATES
After Millennials, Pre-Wars are the most active cultural consumers.
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1.75x / month
1.41
1.36
1.67
Events per month
NUMBER OF CULTURAL ACTIVITIES ATTENDED PER MONTH (BY GENERATION)
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Gen X
Pre-War Boomers
Millennials
Unappealing topic
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61
77
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BARRIERS TO CULTURAL PARTICIPATION (BY GENERATION)
Gen X
Pre-War Boomers
Millennials
So where are they in your future vision?
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For more insights,download the full study:
www.LaPlacaCohen.com/CultureTrack
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