Our latest case study guest post comes from Ellen Waghorn, Event Programmer at Wardown Park Museum in Luton.
Wardown Park Museum took part in Museums at Night 2014 aiming to engage with new audiences and find new ways to use our spaces. We are a small museum with a collection relating to the history of Luton including Luton’s role in the hat-making industry past and present.
We decided to separate our day and night events to focus on family and adult audiences.
‘Mad Hatters and Alice in Wonderland’, our daytime event, created something fun but educational that linked to our collection. We used outside space to increase capacity and had flamingo croquet and a rabbit hole crawl. We provided seating and catering bringing in secondary spend.
Inside the museum we created a trail (also charged), that focused on engaging children with our collections. Additionally, one of our volunteers ran an exhibition that looked at the origin of tea and the history of plants in Bedfordshire, using our collection of plant specimens.
‘Mad Hatters Late’ consisted of keeping the museum open until 10pm, and performances from local musicians, held in a flexible gallery space. To maximise secondary spend, we acquired a temporary alcohol license, and to tie in with our collections everyone was encouraged to wear hats!
Attendance of the events exceeded expectations with 1027 people on site for the daytime event and 107 in the evening. 953 people came through the doors to the museum on the day.
Comparing this to a normal Saturday which averages at 80, this was a fantastic 1091.25% increase.
1) …not to be afraid of ‘set dressing’ our museum. Far from taking away from our collections, it enabled more enjoyment, and made our audiences think of us as a fun place to visit. Museums are not dull: they’re a good place to have fun!
2) Advertising was key to this event. We used local radio, flyer and poster distribution as well as social media platforms and our website.
3) Using arts as an activity to entice a new audience works. We have been trialing this through ‘Music in the Museum’, a monthly music concert, and the decision to include story telling and a concert was due to the success of this.
…we plan to have less separation between our day and evening events, although we will continue to target our activities for families during the day and adults in the evening. We will continue to increase the opportunities for secondary spend to support the programme and increase financial viability.
Ellen Waghorn is the event programmer for the Museum Makers Team at Wardown Park Museum. Her aim is to programme events and activities that actively engage the community and encourages the incorporation of volunteers (Museum Makers) into event running and organisation.
Find her on Twitter as @elwaghorn and on LinkedIn here: https://www.linkedin.com/pub/ellen-waghorn/63/70a/1a4
If you’d like to write a guest post or share a case study about any aspect of audience development, event planning or marketing in the arts and heritage sector, please email firstname.lastname@example.org.