The Museums at Night 2010 evaluation is here!

A photo of fireworks in the night sky

Fireworks at the Helicopter Museum by Snapping Platypus

Over the last few months, we’ve been keeping quiet about Museums at Night – apart from telling everyone we speak to to save the date for next year (Friday 13th – Sunday 15th May 2011!) Behind the scenes, however, we’ve been having various strategic conversations with potential partners, and helping the independent evaluators to compile a full report on how the 2010 campaign went.

Today, I’m delighted to share the results of the evaluation, which was carried out by Cath Hume and Pam Jarvis from sam.

The table below shows some of the top line statistics from the report: Museums at Night seems to be getting bigger ever year, with more participating venues, more exciting events, more visitors, and much more press coverage. People really love discovering a different side to cultural and heritage venues  – and everywhere that staged an event should feel enormously proud. 97% of visitors surveyed said that they were inspired to visit another museum – that’s amazing!

286 organisations

345 creative events

85,000 visitors

across 3 nights

47% of visitors

were new to the venue

15% of visitors had not been

to a museum for over 1 year

5% of visitors had never

been to a museum

97% of visitors were inspired

to visit another museum

85% rated their visit

at >8 out of 10

198 press articles in

158 publications

Estimated advertising

value of £400,000

92% of venues will take

part again next year

£75,000 funding

Cost under £1 per visitor

If you only read one part of the report, I’d recommend the Executive Summary. It’s 6 pages long and summarises how the campaign went this year, along with suggestions for improving it next year.  Download the Executive Summary here.

The full Evaluation Report is 30 pages long, and contains all of the evaluators’ findings, along with case studies from participating museums. Download the full Evaluation Report here.

The Summary of Findings contains all of the data the report is based on. Read how museums felt about the campaign and what they’d do differently next time, along with feedback from the visitor surveys and links to the press coverage we received. Download the Summary of Findings here.

Our other good news is that the MLA has confirmed funding for Museums at Night 2011. Watch this space for more exciting news coming soon!

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