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MARK310 City Gallery

Contemporary art
by

Sophie Carden-Horton

on 14 October 2013

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Transcript of MARK310 City Gallery

Caitlin Attenburrow
Lauren Chalmers
Madeleine Lu
Sarah Weaver
Sophie Carden-Horton
CITY GALLERY


THE
CITY GALLERY
Background
Established in 1980.
Non-collecting exhibition based public gallery.
Focus on contemporary visual arts, architecture and design.
About
Free entry.
Part of Wellington Museum Trust.
Gallery Café.
Can become Friends of City Gallery Wellington.
Mission & Objectives

Inspire and challenge its audience through local, national and international exhibitions.

International exchanges and joint ventures with other museums.

Galleries
Deane Gallery
Hirschfield Gallery
North Gallery
Adam Auditorium
Square²
Wellington
CREATURES
OF HABIT
CAUTIOUS
GAMBLERS
CONFIDENT
EXPLORERS
GIVERS OF
TIME &
MONEY
ESSENCE: Up and Comers (16-34)
Objective:
Need to be moved up to the same level of interest as the older essence category. From cautious gamblers/ confident explorers to givers of time and money.

Description:
Passion for opportunities to develop their taste, and challenge themselves.

Strategy:
Appeal to with interactive and involvement events.


Objective:
Move from creatures of habit up the ladder to confident explorers.

Description
Young adults that want to be seen to be engaging in the arts. They are interested in mainstream pursuits and validation amongst their peers.

Strategy:
Exhibitions that focus on ‘popular’ social issues. Use of digital media and social networks to promote/ advertise events. Use of photos of event goers in promotions.
Affirmation + Bright Futures
Objective:
Continue to attract and please.

Description:
Discerning, spontaneous, independent, and sophisticated. Highly active cultural consumers. Givers of time and money.

Strategy:
Retention and loyalty programs.
ESSENCE: Mature (35-64)
Objective:
Move from cautious gamblers up the ladder to confident explorers. Increase their involvement.

Description:
Active, experimental, discoverers. Willing to spend money. Innovative and like new directions. Want to be in the know.

Strategy:
Out of the box events to stimulate interest. Could be premium price for the latest innovations.


STIMULATION & STUDENT LIFE
SITUATIONAL
ANALYSIS
CURRENT SITUATION
Wellington city is perfect for the gallery.
Best Gallery for the third year running in Capital Times Best of 2011.
Expected visitors: 143,000, actual visitors: 115,363.
Loyal customers: an average of 72% repeat visitation.
Made progress towards breaking-even during the 2012 financial year.

ENVIRONMENTAL ANALYSIS
Strong relationships with long-term investors.
International reputation as an innovative gallery.
Growing young creatives.
Limited publicity domestically.
‘High culture’ barrier.
Promote as a free activity to do during holidays post-recession.
Threat of new galleries.
The rise of virtual art galleries.
Rise of other forms of entertainment.

Wellington City Council provide a supportive environment for art and culture.
Wellington's art and culture segment has grown strongly over the past eight years.
Consumers are increasingly skeptical about the messages companies send.
ENVIRONMENTAL ANALYSIS
ENVIRONMENTAL ANALYSIS
REFERENCE LIST:
Bamberger, A. (2013). The Art Party's Over - Survival in a Weak Economy. Retrieved 08 09, 2013, from ArtBusiness: http://www.artbusiness.com/index.html

City Gallery . (2013). City Gallery Wellington Foundation. Retrieved August 1, 2013, from City Gallery : http://citygallery.org.nz/about/city-gallery-wellington-foundation/

City Gallery. (2013). About the gallery. Retrieved August 1, 2013, from City Gallery: http://citygallery.org.nz/about

Creative New Zealand. (2011). Culture Segments New Zealand . Retrieved August 1, 2013, from Creative New Zealand: https://blackboard.vuw.ac.nz/bbcswebdav/pid-1309793-dt-content-rid-1933796_1/courses/2013.2.MARK310/culture-segments_for-web.pdf

Economist Intelligence Unit. (2012, 05 29). Asia Pacific Update: service 2020: megatrends for the decade ahead 8. Customer expectations including the purpose of the store are evolving with new technology. Retrieved 04 26, 2013, from BDO Australia: http://www.bdo.com.au/resources/surveys/service2020/service-2020-megatrends-for-the-decade-ahead

Mosaic NZ . (2013). Urban Intelligence. Retrieved August 1, 2013, from Mosaic New Zealand : http://www.mosaicnz.co.nz/urban.htm

Mosaics NZ. (2013). Singles and Starters . Retrieved August 1, 2013, from Mosaic New Zealand : http://www.mosaicnz.co.nz/singles.htm

Nikau. (2013). About . Retrieved August 1, 2013, from Nikau: http://nikaucafe.co.nz

Positively Wellington Tourism. (2013). City Gallery Wellington. Retrieved August 1, 2013, from Wellington NZ: http://www.wellingtonnz.com/sights-activities/city-gallery-wellington

The Reserve Bank (2013). Key Graphs and Real GDP. Retrieved August 5 2013, from http://www.rbnz.govt.nz/statistics/key_graphs/real_gdp/

The Wellington Museums Trust. (2012). Annual Report 2012. Retrieved August 2013, from The Wellington Museums Trust: http://www.wmt.org.nz/PDF/AnnualReports/MusTrust%20AR12%20id5%201-10%202oct12.pdf

Wellington City Council . (2013). Cultural Well-being. Retrieved August 1, 2013, from Wellington City Council : http://wellington.govt.nz/~/media/your-council/plans-policies-and-bylaws/plans-and-policies/annualreport/2011-12/files/09cultural.pdf

Wellington City Council (2012). Arts and Culture Fund. Retrieved August 5 2013 from http://wellington.govt.nz/services/community-and-culture/funding/council-funding/arts-and-culture-fund
THANK YOU!

Survey time :)


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