THE VISITOR EXPERIENCE
A Presentation to the Chinese Museums Association Seminar
By Gail Lord, Co-President, Lord Cultural Resources Museum visitors are changing
In the Past In the Future • Special interests • Group visits will grow • School Group • Family visits • Social Groups • People visiting with friends • Some tourists • More tourists • Motivation was to learn from experts • Motivation is social as well as and to experience the great intellectual achievements of science and culture • More diverse levels of education • Passive cultural consumers • Active cultural participants
Museum visitors are changing
Passive Cultural Consumption Active Cultural Participation Museums adapt to changing social needs
Globalized knowledge economy
• More skilled intellectual workers • Social cohesion based on cultural understanding • Pleasure in learning • Stimulate creativity • Transform consumption into production and participation
4 Visitor Experience Component 1
Image and Presence • How the museum communicates in the community • Announcing new discoveries • What the Director says in the media • Its internet presence • What other visitors think – “word of mouth”
5 Visitor Experience Component 2
Welcoming Entrance • Entrance is well-designed • Easy to find • Clearly Signed • Says “Welcome” • Open Hours/days clearly marked so if people arrive when closed they can see • Staff is friendly • Handicapped accessible
6 Visitor Experience Component 3
Orientation • Near the entrance show people what is happening when and where – Various galleries – Famous Artifacts – Special exhibitions – Events in auditorium – Demonstrations – Tours Visitors do not want to miss anything!
7 Visitor Experience Component 4
Way Finding • Visitors do not like to get lost • Use colors • Do not rely on maps • Train Staff to help • Plan signage that is clear – Directional – You are there – Safety – How to exit – Stairs / lifts / Amenities
8 Visitor Experience Component 5
Exhibitions and Interpretation • The most important element of the experience • For all ages, abilities and interests • Accommodates big and small groups • Needs Wow factors – to create and retain attention
9 5. Exhibitions and Interpretation
10 Visitor Experience Component 6
Rest Areas – Health and Safety • Comfortable Seating everywhere • Storage for strollers • First aid stations • Lost and Found • Toilets – clean • Toilets for families • Well informed staff
11 Visitor Experience Component 7
Shops and Food Services • People need to eat • They look for social spaces • Shop is a way to take experience home • Both can generate revenue • Themes should be related to the museum • Should offer a range of prices
12 Visitor Experience Component 8
Programs and Activities • Tours • Workshops • Discussions • Demonstrations
13 Visitor Experience Component 9
Festivals and Events
14 Visitor Experience Component 10
After the Visit • Visitors can stay in touch with the museum via technology • They can be invited to events via the website • They can support the museum as friends • They can volunteer
15 The Modes of Museum Experience
• Contemplation • Thematic • Environmental • Interactive • Systematic • Hands-On
16 Contemplative Mode For the “Masterpieces” from every collection
17 Contemplative Mode For the “Masterpieces” from every collection
18 Thematic Mode Explains the Artifacts in their Context
• Understand Historical, Geographic, Scientific context • Exemplifies a Major Theme
19 Thematic Mode Explains the Artifacts in their Context
• Story-telling, thematic approach • Explains how something works, how it was made
20 Environmental Mode provides a sense of “You Are There”
21 Environmental Mode provides a sense of “You Are There”
22 Systematic Mode or Visible Storage provides maximum information Ceramics Gallery Victoria and Albert Museum, London
Working studio and demonstration area (top right); Changing gallery on contemporary ceramics (bottom right)
23 Systematic Mode or Visible Storage provides maximum information
The Henry Luce III Center for the Study of American Culture New York Historical Society
24 Interactive Mode Helps Visitors Learn through Dialogue
Interpersonal Mechanical Technologically Advanced
25 Hands-On is the chance to touch objects from the reserve collection or replicas
26 A variety of modes is important
• Appeals to different ages and abilities • Meets the needs of various learning styles • Combats boredom and museum fatigue • Maximizes use of the collections • Creates a dynamic environment • Visitors will want to return – and they will tell their family, friends and colleagues
27 Management Tools
• Visitor Research helps evaluate the quality of the visitor experience – Surveys – Discussion groups – Interviews – Teacher evaluation – Tour Group Evaluation – Keeping good records – Discuss Results Working in Teams Training in Visitor Service
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