Successful Approach in Increasing Museum Attendance
Many museums have achieved success in increasing museum attendances by using marketing strategies.
• The Art Institute of Chicago: The museum offers bundle package of entertainment for weekends. It finds available hotel space and discount air tickets along with special evening events at the institute (Blattberg, 1991). The packages could cost from $50 to $100, which is an appealing plan for anybody who is interested in reasonable and affordable weekend getaway.
• The Louvre in Paris: Museums, especially art museums, don’t need to limit artworks in their exhibition space. Art museums, like other industries, can find creative ways to reach their audience. For example, the Louvre displays some of its arts at a subway station in order to attract visitors (Blattberg, 1991). This strategy also is a way to announce new and exciting exhibits at the Louvre.
• The Tang Teaching Museum: Because the museum is at Skidmore College, New York, it tries to engage students, who mostly have not been museum’ goers. The museum uses another strategy to engage student community; it offers paid internship and “work-study” opportunities. Particularly, it extends open hours on every Thursday evening. The museum also hosts events that mostly are for students of the school. Its’ strategies have achieved success (Lepkowska-White, 2007).
• The Philadelphia Museum of Art: In 1996, the museum was the only place in the U.S. that hosted the Cezanne exhibition. Over 14 weeks, more than 546,000 visited to the exhibition. The museum created a special membership when visitors purchased admission to the exhibition. Thus, the membership increased by 52% (Audience, 2001).
• Many art museums have practiced a strate...
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...ttract visitors.
• Lacking marketing expertise: Even though museums broadly understand the causes of very few visitors want to go to the museums. However, they do not have enough resources or knowledge of marketing. Thus, their campaigns are not professional and tend to be failures.
• Applying wrong marketing strategies: Some strategies work well in a short period of time, but they do not have long effects. Thus, these strategies do not help museums to increase museums attendance in the long term.
• Missing attractions for visitors: One of the reasons that art museums aren’t attractive to people, especially young adults, is because they are perceived as boring places. Exhibition spaces, artwork arrangements, and programs that the museums offered aren’t appealing. Some strategies are ineffective, that’s why visitors have difficult times to enjoy museum experiences.
New York City is known for its extensive collection of art museums ranging from the Metropolitan Museum of Art which is usually the most renowned to others such as the the Solomon R. Guggenheim or the Whitney Museum of American Art which are popular in their own rights. This abundance of art museums makes the city very attractive for foreign visitors. However, this abundance of choice can overwhelm even the most informed visitors who have a finite amount of time to explore what the city has to offer. Although all of the above mentioned museums have great collections of their own, the often unheralded Frick Collections might trump them all in terms of exceptional works which include some of the world's most celebrated Western artists, such as Goya, Manet, Monet, Rembrandt, and Renoir.
In Stephen Weil’s essay, he argues “the museum’s role has transformed from one of mastery to one of service” (Weil, 196). According to him, museums have changed their mission from one that cultures the public to one that serves
The facility was smaller than expected by many on the tour group. However, the tour guide had a very nice explanation to each of the artworks. By visiting the museum to gain the aesthetic experience it has open many people point of views to how they can express his or her self through art.
As I spent the day in the Philadelphia Museum of Art many paintings appealed to my interest.
My first experience at the museum was a good one. I had so much fun even after we were done with the Norton-Simon. Being a business major, I did not know that art could speak to me as it did. It has not influenced me so much as to change my major, but it did open my eyes to a whole new world. Now when I look at art, I do not just see a pretty picture, but what the artist is actually trying to say.
The exhibit that I viewed at the Philadelphia Museum of Art was one about European Art between the years 1100-1500. This was a series of paintings, sculptures, architecture, and tapestry of the Medieval and Early Renaissance as well as objects from the Middle East. This exhibit was an important part of the history of the Philadelphia Museum of Art because for the first time, Italian, Spanish, and Northern European paintings from the John G. Johnson collection were shown. It gave me a good idea of what the paintings were like in these four centuries and reflected ideas of both the east and the west.
“Art Museums and the Ritual of Citizenship.” in Exhibiting Cultures. Eds. Ivan Karp and Steven Lavine. Washington: Smithsonian Institution Press, 1991. Print.
The Metropolitan Museum of Art came about as an idea from Jon Jay in Paris, France in 1866 with the idea of “national institution gallery of art” within the United States. Once this idea was proposed, it was immediately moved forward with his return to the United States. With the help of the Union League Club in NY they began to acquire civic leaders, businessmen, artists, and collectors who aided in the creation of the museum. For over 140 years, the visitors who go here have received everything the mission of the institution states.
The Tampa Museum of Art was not always the same museum that we see today. It went through multiple stages throughout the years. The works vary, creating a large spectrum from the old to the new. The social angles change with the exhibits in the museum, combining to create the diversity we see today. Visiting this museum in person helped me to appreciate it even more than I would have thought possible. Observing and analyzing the other visitors helped me to understand the museum’s impact on the community more than I would have been able to just by reading about it. This museum is much different from others than I have visited.
The building provides not only art, but opportunities for numerous occasions such as weddings, seating dinners, corporate parties, and private performances. The theatre fits three hundred, and the lobby is available before and after the performance. The theatre rental is $3,000 for four hours and $500 for every additional hour. The main floor and third and fourth floor renting must be rented together, and is approximately $6,500 for five hours, and $1200 for every additional hour. (“Rental Rates”) . The Warehouse, used generally for black tie events and seated dinners $1500-1,550 for four hours, and $500 for every additional hour. The elegance and sophistication of the building and its work is worth every penny.
One pleasant afternoon, my classmates and I decided to visit the Houston Museum of Fine Arts to begin on our museum assignment in world literature class. According to Houston Museum of Fine Art’s staff, MFAH considers as one of the largest museums in the nation and it contains many variety forms of art with more than several thousand years of unique history. Also, I have never been in a museum in a very long time especially as big as MFAH, and my experience about the museum was unique and pleasant. Although I have observed many great types and forms of art in the museum, there were few that interested me the most.
The “superstar” museum gained this status by considering every important detail during its establishment and initial phases of conversion from royal palace to museum (Gombault, 2002). As the purpose of the building changed, each room addressed new functions with new requirements. Although the function of the Louvre is different from the building’s original intention, the building is still appears dignified and important enough to display priceless artifacts and painting (Steffensen-Bruce, 1998). This consideration was applied in designing the Met. The Met looked towards the South Kensington Museum (Victoria and Albert) and the “ideal role model” due to its extensive collections and international reputation (Heckscher, 1995). The Met found itself in a similar situation to the South Kensington, because it did not have a building or a collection to start with (Heckscher, 1995). When designing museums, architects strived to create monuments that “prepare and educate the mind of the visitor (Steffensen-Bruce, 1998).” Education is an essential function of a museum. Acquiring, preserving, and properly displaying materials, permits a museum to fulfill this duty (Steffensen-Bruce, 1998). For instance, lighting is a factor that affects the manner in which artwork is viewed and can be properly appreciated. When determining the proper lighting for the Louvre, Comte d’Angiviller, strongly believed that natural, overhead lighting was the most effective solution (McClellan, 1994, p. 72). The same determination impacted the decision to add skylights at the Met. During the initial phase, architects Vaux and Mould, added skylights to the upper floor, and windows to the lower floor that provided a natural light solution (Heckscher, 1995). Additionally, glass-roofed courtyards provided “unimpeded light” for displaying
Museums in general are vastly different in what they offer to patrons. Some focus on a specific academic discipline such as science, history, astronomy, and art. Larger museums are afforded the opportunity to house multi-disciplinary displays, the largest of which have entire wings dedicated to each separate field. That said, the largest museums hold significant market share but only locally. Analysing the U.S. as a whole, there is a high number of competitors in the museum industry with low market share concentration. Locally, most of the large museums in Albuquerque are concentrated near the downtown
MacDonald, George F. “The Journal of Museum Education, Vol. 16, No. 1” Current Issues in Museum Learning (1991): 9-12. Web. 25 Feb. 2014.
When first arriving at the museum it was an old styled, rustic, building that was not very modern, which I think fits into the theme of the museum. The outside of the building had history, similar to how the inside of museum is filled with a history. There was also an impressive statue of former president Theodore Roosevelt. I thought it was an interesting display, but Theodore Roosevelt was an advocate for the preservation of national parks and the conservation of animals, moreover, I thought it was a great tribute to him. I think the outside of the museum shows how rich the history of the world is and there is so much to learn. The past has been polished for the people of the present to understand and admire. Overall, I felt every exhibit was easy to understand and not intimidating; subsequently, it was easy for children and adults to look at.