WORCESTER ART MUSEUM MUSEUM VIEWING EXPERIENCE Grace Davis, Alex MacLaren, Mitra Marvasti-Sitterly, and Erin Murphy Advisors: Angel Rivera and Robert Traver Worcester Art Museum: Museum Experience Assessment TABLE OF CONTENTS Table of Contents ............................................................................................................................ 1 List of Figures ................................................................................................................................. 4 Abstract ........................................................................................................................................... 5 Acknowledgements ......................................................................................................................... 6 Executive Summary ........................................................................................................................ 7 Chapter 1: Introduction ................................................................................................................... 8 Chapter 2: Literature Review ........................................................................................................ 10 2.1: Agency Description ............................................................................................................ 10 2.2: Sources of Vision ............................................................................................................... 11 2.3: History ................................................................................................................................ 11 2.4: Vision in context ................................................................................................................ 12 2.5: Exhibits .............................................................................................................................. 13 2.6: Technology ......................................................................................................................... 14 2.7: Visitor Assessment ............................................................................................................. 15 2.8: Case Studies ....................................................................................................................... 16 Interactive Technology in Art Museum Exhibitions ............................................................. 16 Transforming the Art Museum Experience: Gallery One ..................................................... 17 2.9: Summary ............................................................................................................................ 18 Chapter 3: Methodology ............................................................................................................... 19 3.1: Understand Renaissance Gallery Design Motive ............................................................... 19 Site Assessment ..................................................................................................................... 19 Field Research ....................................................................................................................... 21 Interviews .............................................................................................................................. 22 1 | P a g e Worcester Art Museum: Museum Experience Assessment 3.2: Assess Current and Potential Clientele .............................................................................. 22 Current Clientele.................................................................................................................... 22 Potential Clientele.................................................................................................................. 23 Data Analysis ......................................................................................................................... 23 3.3: Gallery Design Recommendation ...................................................................................... 24 3.4: Data Management .............................................................................................................. 25 3.5: Estimated Timeline ............................................................................................................ 25 Chapter 4: Findings ....................................................................................................................... 27 4.1: Field Reserch ...................................................................................................................... 27 4.2: Observational Study Analysis ............................................................................................ 27 Qualitative Information about Traditional Gallery ................................................................ 28 Observational Information about Traditional Gallery ........................................................... 29 Qualitative Information about [remastered] Gallery ............................................................. 30 Observational Information about [remastered] Gallery ......................................................... 31 4.3: Survey Study Analysis ....................................................................................................... 32 Gallery Survey Analysis ........................................................................................................ 32 College Survey Analysis ....................................................................................................... 34 Chapter 5: Recommendations ....................................................................................................... 36 Chapter 6: Conclusion................................................................................................................... 39 References ..................................................................................................................................... 40 Appendices .................................................................................................................................... 42 Appendix A: Sample Interview Questions ................................................................................ 42 Sample Curator Questions ..................................................................................................... 42 Appendix B: Survey Questions ................................................................................................. 43 [remastered] Renaissance Gallery Survey ............................................................................. 43 2 | P a g e Worcester Art Museum: Museum Experience Assessment College Student Survey ......................................................................................................... 46 Appendix C: Observation Maps ................................................................................................ 48 Appendix D: Final Observation Maps ...................................................................................... 49 Appendix E: Traditional Gallery Path Rendering ..................................................................... 50 Appendix F: Worcester Art Museum Survey Data ................................................................... 52 Appendix G: College Survey Data ............................................................................................ 65 3 | P a g e Worcester Art Museum: Museum Experience Assessment LIST OF FIGURES Figure 1: Panorama of Traditional Gallery ................................................................................... 20 Figure 2: Panorama of [remastered] Gallery ................................................................................ 21 Figure 3: Objective Overview ....................................................................................................... 25 Figure 4: Gantt Chart .................................................................................................................... 26 Figure 5: Traditional Gallery Observation Study ......................................................................... 28 Figure 6: [remastered] Gallery Observation Study ....................................................................... 28 Figure 7: Right Handed Path Demonstration in Traditional Gallery ............................................ 29 4 | P a g e Worcester Art Museum: Museum Experience Assessment ABSTRACT The project sought to increase the numbers and level of engagement of Worcester Art Museum visitors. It compared two gallery designs and surveyed current patrons and prospective college student patrons. Participant observation documented visitor engagement; a 500 person survey registered various degrees of awareness. Findings show that exhibits require in-depth descriptions, and staff needs technology training. Students are unaware of free admission and professors underutilize the museum. The salon style [remastered] gallery experienced greater visitor attention and time-in-gallery than traditional. 5 | P a g e Worcester Art Museum: Museum Experience Assessment ACKNOWLEDGEMENTS In completing our Interactive Qualifying Project, we were assisted and advised by many who deserve recognition. We would especially like to express our gratitude to Mr. Jon Seydl, Director of Curatorial Affairs at the Worcester Art Museum, for his support, guidance, and enthusiasm. The success of this project would not