the challenge of engaging millennials in art museums
TRANSCRIPT
THE CHALLENGE OF ENGAGING
MILLENNIALS IN ART MUSEUMS
Silvia Filippini-Fantoni @silviaff20
Scott Stulen @middlewest
Create in-gallery activities & programs that support:
• Participation
• Multi-sensory experiences
• Social interaction
• Entertainment
The IMA Approach
21% 21%
27% 31%
0%
5%
10%
15%
20%
25%
30%
35%
Art DecoAutomobiles
Duesenbergs AutomobileMasterpieces
Concept Cars
Front-End: Automobile Design
Title Testing
Paintings in the Round • Round room (12) • Round objects (8) • Paintings of round objects (7) • Music round (5) • Circular paintings, round canvas
(4) • Architecture (2) • Theatre (2) • Abstract/Geometric Art (3), etc.
On the Flipside: Secrets on the Back of Paintings
Summative Evaluation
• Have learning outcomes been met?
• Are visitors satisfied with their experience?
• How do they engage with the art and interpretive tools?
• What problems do visitors encounter?
• Who visited the exhibition ?
2/3 observed visitors
TOUCHED THE COLOR WHEEL and DID THE FOCUS ACTIVITY
Color Wheel and Focus Activities
STIMULATED CONVERSATION
BEAUTY & BELIEF AI WEIWEI INDIANA FACE TO FACE O’KEEFFE
Learning Outcome 1 73% 87% 97% 93% 90%
Learning Outcome 2 67% 77% 86% 83% 80%
Learning Outcome 3 67% 53% 79% 63% 57%
Learning Outcome 4 60% 47% 79% 50% 57%
Learning Outcome 5 47% 40% 62% 37% 53%
Learning Outcome 6 40% 40% 34% 33% 33%
Learning Outcome 7 30% 30% 24% 20% 30%
Learning Outcome 8 23% 27%
Old Model New Model
Key Messages
• More likely to use hands-on and participatory experiences: • Families • People visiting with other adults • 34 and younger • Facilitators
• More likely to use text-based
interpretation, audio guides, guided tours: • 55+ • Explorers & Professional Hobbyists
ARTx serves as a platform
for innovative, participatory
engagement with the IMA
through dynamic and
sustainable public
programming.
ARTx by the Numbers • 117 Programs
• 23,505 people in attendance
• ARTx programs worked with 454 artists
• IMA membership reached 12,628 member households at the close of fiscal year 2015, a 24% increase.
• Related to ARTx, the IMA has generated 121 unique news stories from 285 different media outlets since its launch