dOCUMENTA (13) DOCUMENTA DOCUMENTA EVALUATION dOCUMENTA (13) .Nln Malani Nalini 3. KentridgeWilliam 1. Top artists 2. CardiffJanet & ereBrsMillerBures George dOCUMENTA (13) 12,500 season • 10,000 guided Almost • 12,500 accredited • 5,300 specialized • 904,000 paying • Key figures of success of success Key figures of 150,000 visitors) from uem, alre n h cec farts) of science museums, galleries and the dOCUMENTA tickets visitors public journalists or (with tours (13 (representatives ) dOCUMENTA (13) Analysis Analysis of: Basis ecint xiiinadsriequality and service exhibition to Reaction sponsor, recall-recognition) • of Tracking (assessment visitors• of Conduct • visitors Attitude of visitors• of Profiles • • Survey among visitors (n =9091) (n =9091) visitors Survey among • Evaluation design Evaluation dOCUMENTA (13) nwihsoe(ihrgr ocnetadtm)cntewrsof works the andtime)can content to regard (with scope which In (13)? dOCUMENTA • inthe themselves orient dovisitors How • (13)? ondOCUMENTA information get dovisitors How visit? • their for have (13)-visitors dOCUMENTA do reasons Which ( dOCUMENTA • of visitors the international/nationalare How • (13)have? dOCUMENTA the does attractiveness Which • o ovstr aeteeuainlproeadteefforts the and purpose educational ratethe dovisitors How • o o ogadweed h iiossa?(s fpublic of stay?(Use visitors dothe where and long how For • eexperienced? be transport and accommodation) and transport (13)? dOCUMENTA Key Key topics fthe of survey 13)? ftheof art dOCUMENTA (13) nlsso cnmceffects economic of Analysis effects media of Analysis visitorsSurveyamong Imagestudy ilso research Fields of INPUT dOCUMENTA (13) environment externalglobal, environment local regional, ment environ- internal events, events, co-operations) availability, accompanyin and their resources with groups, provision (interest conditions and regional frame forces local tourism, competitionevent etc.), (organisations, a scene international), international art (social, economical, legal, political, nati global trends organisation management/ financing/ marketing/ work-flow organisation/ co-ordination/ human resource management/ structural planning/ business system: and internal management organisation theme/ programme/ theme/ programme/ iio orientationvisitor documenta concept ore/ course OUTPUT onal and ssociations g 7 dOCUMENTA (13) economy society state Correlations noaiesiuu got,srcua change, (growth, structural innovative stimulus nu o te productionsInput for other sf“lcto factors “soft“ location funding, sponsoring raiescene…)creative taxes, taxes, costs… ulcmeanspublic earnings feffects of documenta 8 N= 1632N= Survey2006 dOCUMENTA (13) 1 boueytu =nttu at all)not 5= true true absolutely (1= Central, with good transport connection The The region has a big economic potential Location Location service for and administration Place Place of exhibitions and conferences Good Good opportunities for spa activities Highquality of andlife leisure time Good Good opportunity to earnmoney mg fthe of Image Price Price of land relatively low Good Good shopping facilities Well-known Well-known companies Culturally interesting Good Good atmosphere Nice parks 5 4 3 2 1 iie documentaVisited region i o ii documenta not visit Did N= 1632N= Survey2006

dOCUMENTA (13) 1 boueytu =nttu at all)not 5= true true absolutely (1= nweg bu the about Knowledge Central, with good transport connection The The region has a big economic potential Location Location service for and administration Place Place of exhibitions and conferences Good Good opportunities for spa activities Highquality of andlife leisure time Good Good opportunity to earnmoney Price Price of land relatively low Good Good shopping facilities Well-known Well-known companies Culturally interesting Good Good atmosphere Nice parks 5 4 3 2 Kassel not know Does Kassel Knows 1 entherebeen and Kassel hasKnows region N= 1632N= Survey2006

dOCUMENTA (13) nvriydge 9413,4 29,4 known not 32,1 know 20,5 47,0 degree university - 10,1 entrance for university qualification - entrance for university qualification no - education Levelof documenta in in documenta Germany wrns ee for Awareness level in % dOCUMENTA (13) from Germany; from Other visitorsOther foreigners; 64,0% 21,5% Radiation inhabitantsof communities; surrounding Kassel andKassel 14,5% dOCUMENTA (13) division by first two numbers of ZIP codeZIP of two numbers by first division much higher than much averagehigher than averagehigher average than averagelower than muchaverage lower oa origin Local (according zip oe ofcodes regions) German visitors to of dOCUMENTA (13) Europa82,7% ot mrc 6,6%America North much higher than much averagehigher than averagehigher average than averagelower than much averagelower Europein thereof rgno foreign Origin of fia0,3%Africa visitors sa5,2%Asia dOCUMENTA (13) Maybe 31% Plans to Plans 4% No know9% Donot the visit documenta in in documenta visit future 56% Yes dOCUMENTA (13) First visit; retention 40,1% niao fsuccess of Indicator fcustomers of Regular Regular visits; 59,9% : dOCUMENTA (13) Are you in one form or another professionally engaged in in engaged professionally another formor in one you Are Professional Professional visitors no; 64%no; yes; yes; 36% iearts? fine the dOCUMENTA (13) hnddyudcd ovstdocumenta? visit to decide you did When 55,30% Earlier; niao fsuccess of Indicator information impulse;4,10% Today,on Within the lastWithin the Within the lastWithin the 10,40% 3days; 4weeks; 30,20% : : dOCUMENTA (13) executives in private and publicadministration and private executives in academics, teachers and scientiststeachers and academics, apprentices/people on military onmilitary apprentices/people duty ohter employees and civilemployees ohter and servants self-employed/owning businessself-employed/owning niao fsuccess of Indicator workers and craftsmen and workers decision retired/pensioners housewives/-men school pupilsschool students others artists press ,%50 00 50 00 50 30,0% 25,0% 20,0% 15,0% 10,0% 5,0% 0,0% makers : dOCUMENTA (13) iiso h OUET 1)wr aei opn f… of in company made (13)were dOCUMENTA the Visitsof good friends, good friends, colleagues niao fsuccess of Indicator communication relatives agroup nobody family %2%40% 20% 0% 5,70% 9,30% 1 1,50% : 36,40% 37,20% dOCUMENTA (13) 100% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% topeeinternational atmosphere 93,6% 6,4% composition 94,9% 5,1% Satisfaction satisfied impression 93,3% overall 6,6% not satisfiednot rsnainchoiceof presentation 90,4% 9,5% 90,8% 9,1% artists education 76,6% 23,4% dOCUMENTA (13) 100% 20% 40% 60% 80% 0% niao fsuccess of Indicator 5,8% Service insgesamt 94,1% service overall 94,0%

dOCUMENTA (13) 6,0% dOCUMENTA (13) Buchhadlung bookshop service 90,8%

dOCUMENTA (13) 9,2% dOCUMENTAShop (13) shop 15,1% helpful Hinweise zum 85,0% directionsGelände on exhibition area 15,6% Catering 84,4% catering not not helpful :

Orientierungstafel 18,7% 81,2% information board dOCUMENTA (13) younger than than years younger 20 older 60 older than years 50 to years 50 59 40 to years 40 49 30 to years 30 39 20 to years 20 29 Age structure Age 0,00% 5,00% 10,00% 6,60% 15,00% 13,10% 20,00% 16,70% 20,50% 20% 25,00% 23,10% dOCUMENTA (13) cognitive event Reasons interest professional art contemporary ofoverview entertainment eventcultural for visit 17,5% 57,8% 34,1% 70,6% dOCUMENTA (13) Increase in importance Increase importance in Visits of museums/ exhibitions per year per museums/ exhibitions Visits of More than 6More than times, 43% of art 0-1times, 7% 4-5times, 25% 2-3times, 25% dOCUMENTA (13) Importance of art in in sparetime art of Importance niao fsuccess of Indicator 43% 16% life style 41% not not so important important veryimportant : dOCUMENTA (13) Economic 14% esn o ii oKassel to visit for Reasons 86% effects other reasons other toMainlydue (13) dOCUMENTA thetoMainlydue dOCUMENTA (13) more weekonemore than Effects o o ogddyuvsttedCMNA(13)? dOCUMENTA the visit you did long For how up to one to up weekone three days three twodays one dayone on tourism on %5 0 5 0 5 0 35% 30% 25% 20% 15% 10% 5% 0% stay I: length I: of dOCUMENTA (13) Kassel outside in Kassel 21% ido accommodation Kind of 79% feton tourism Effect private (payed) accommodation(payed) private caravan site, campground caravan with friends, friends, with relatives youth youth hostel guesthouse others hotel %1%2%3%4%50% 40% 30% 20% 10% 0% II: dOCUMENTA (13) Public perception Public 10% 15% 20% 25% 30% 35% 40% 45% 50% 0% 5% 43,10% 37,10% 36,00% 9,9% 15,90% fsponsors of 4,50% 14,10% 12,70% 3,50% dOCUMENTA (13) others (apps, local bicycle rental, employees of sp of employees rental, bicycle local (apps, others Public perception Public Sonstiges (Apps, Konrad, Mitarbeiter der Sponsoren) Mitarbeiter Konrad, (Apps, Sonstiges dOCUMENTA (13) - Broschüren - (13) dOCUMENTA vehicles (trains, busses, subway) busses, (trains, vehicles Fahrzeuge (DB, Bus, U-Bahn)(DB, Bus, Fahrzeuge posters dOCUMENTAof posters (13) dOCUMENTA (13) catalogue dOCUMENTA (13) brochure Zeitschriftenbeiträge Ausstellungskatalog articles in magazinesin articles Ausstellungsplakat newpaper articlesnewpaper Zeitungsartikel TV oder Radio oder TV advertisement TV TV or radio Anzeigen Tickets onsors) tickets %5 0 5 0 5 30% 25% 20% 15% 10% 5% 0% 5,30% fsponsoring of 9,70% 14,40% 14,50% 15% 15,10% 22,30% 23,90% 26,10% 27,20%