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First report from ground-breaking new research shows art’s not just for the elite.
A report on the first year of a major new three-year study of visitors to galleries and museums released by Museums & Galleries NSW today strongly demonstrates the value of galleries and museums to all sectors of the community and puts the lie to the common stereotype of art-lovers as ‘champagne-sipping élite’.
The report, ‘Guess Who’s Going To The Gallery?’, is based on over 2,200 interviews with visitors at twelve galleries and museums in the Western Sydney and the Newcastle/Hunter regions. It presents the findings from the first stage of a major three-year strategic initiative by Museums & Galleries NSW – the first ever state-wide, standardised survey of museum and gallery visitors to be undertaken in NSW.
“This is the first time there has been any widespread and unified research undertaken on visitors to the galleries and arts centres outside the Sydney institutions,” Maisy Stapleton, CEO of Museums & Galleries NSW said, “… and the results give us some real evidence of the esteem that the community holds for their galleries.”
The key finding of the report is that public galleries and museums are popular with all sectors of their local communities, regardless of age, income, education or cultural background. Amongst other things, it shows that visitors to galleries and museums in Western Sydney and the Newcastle/Hunter regions are more likely to earn below the average Australian income and are just as likely to have a high school or TAFE qualification as to have a post-graduate degree.
“The results are significant as they show how important the opportunity to participate in culture is for the whole community,” said Maisy Stapleton. “The survey shows that it’s not just the so called élite ‘silvertails’ who visit galleries but people from every income group.
“The survey also shows how much galleries are appreciated by their communities – with visitors returning again and again,” Ms Stapleton said.
The ongoing study has been designed by Museums & Galleries NSW to provide galleries and museums with solid data on which to base policy, program, audience development and advocacy activities into the future. When complete in 2010, the study will include up to 9,500 responses from up to 30 small to medium galleries and museums and provide benchmarks for longitudinal research in the sector. The study also offers a model for Australian gallery and museum visitor research and there are plans to extend it into other states.
Museums & Galleries NSW is the key development agency for the museum and gallery sector in NSW. It is funded by the State Government through Arts NSW. The Museums & Galleries NSW Audience Development study has been funded by the Australia Council for the Arts.
Media contacts
Rachael Vincent, Publicist
Mob 0413 993 316
Katy Alexander
Manager, Audience Development and Research
Tel 02 9339 9919 | Mob 0425 247 374
Download this media release in word format
Download this media release as a PDF
View and download media images
Download the Guess Who’s Going to the Gallery? Summary Report
To obtain a copy of the full report or for more information about the Strategic Development Study please contact:
Katy Alexander
Manager, Audience Development and Research
Museums & Galleries NSW
+61 2 9339 9919
Download About the Study - a fact sheet and list of key findings
Download About the Study - a fact sheet and list of key findings
Download About M&G NSW - an introduction
Download a list of media spokespeople - Key people from M&G NSW and the participating galleries
Download a list of media spokespeople - Key people from M&G NSW and the participating galleries
A list of participating galleries, including current exhibitions
A list of participating galleries, including current exhibitions
M&G NSW Regional Audience Development Steering Committee
Further information about M&G NSW’s Audience Development and Research Program
