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MARK310 City Gallery
Transcript of MARK310 City Gallery
Established in 1980.
Non-collecting exhibition based public gallery.
Focus on contemporary visual arts, architecture and design.
Part of Wellington Museum Trust.
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.
ESSENCE: Up and Comers (16-34)
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.
Passion for opportunities to develop their taste, and challenge themselves.
Appeal to with interactive and involvement events.
Move from creatures of habit up the ladder to confident explorers.
Young adults that want to be seen to be engaging in the arts. They are interested in mainstream pursuits and validation amongst their peers.
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
Continue to attract and please.
Discerning, spontaneous, independent, and sophisticated. Highly active cultural consumers. Givers of time and money.
Retention and loyalty programs.
ESSENCE: Mature (35-64)
Move from cautious gamblers up the ladder to confident explorers. Increase their involvement.
Active, experimental, discoverers. Willing to spend money. Innovative and like new directions. Want to be in the know.
Out of the box events to stimulate interest. Could be premium price for the latest innovations.
STIMULATION & STUDENT LIFE
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.
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.
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Survey time :)