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Designing for Engagement: Changing the Museum to Build Participation
Robert SteinDeputy Director
Dallas Museum of Art@rjstein
Flickr Credit ~adforce1
WHY DO MUSEUMS
MATTER?
Flickr Credit ~adforce1
WHY DO MUSEUMS
MATTER?
Why is your community better off because it has a museum? The answer must necessarily be something more than, because otherwise it wouldn’t. Museums matter only to the extent that they are perceived to provide the communities they serve something of value beyond their own mere existence.
Stephen Weil, Making Museums Matter
DALLAS MUSEUM OF ART
Founded in 1903, the DMA’s collection spans 5,000 years of human history
Located in the largest arts district in North America
Dallas is the 4th largest metro area in the United States with over 6.5M residents
DALLAS MUSEUM OF ART
While 2,500 new people move to Dallas each and every day…
Attendance has hovered around 500,000 for most of the last decade.
With just over 500,000 visitors last year, we are reaching no more than 7% of our community
DALLAS MUSEUM OF ART
ARE WE FAILING?
According to a study by Indiana University,
museums are considered a more reliable source of
historical information than books, teachers, or even
personal accounts by grandparents.
TRUSTED
The 2010 U.S. census reports that only 14.5% of US Adults visited museums in the prior 12 months (Census, 2012).
BUT NOT VITAL
Studies at the Metropolitan Museum of Art found that most visitors spend much less than 30 seconds viewing works of art The study reports that rarly do visitors spend more than a minute with any individual artwork.
Spending Time on Art” by Jeffrey K. Smith and Lisa F. Smith in Empirical Studies of the Arts, Vol 19, Number 2, 2001.On the Brink of Irrelevance? Art Museums in Contemporary Society” by Douglas Worts, 2003.Flickr Credit ~Petereck
GRAZING
TIME FOR A CHANGE
FREE ADMISSION
FREE MEMBERSHIP
ARE YOU A MEMBER?
PARTICIPATION ISTHE NEW CURRENCY
OF MEMBERSHIP
ARE YOU A MEMBER?
A CULTURE OF
PARTICIPATION
A participatory culture is one in which members believe their contributions matter, and feel some degree of social connection with one another
Jenkins, Henry. 2006. “Confronting the Challenges of Participatory Culture: Media Education for the 21st Century.”
Promoting participation and engagement with art
Badges are bundles of activities that are created by DMA staff.
Badges are used to magnify existing visitor behavior and encourage new forms of engagement
Points are awarded for completing badge activities
DMA Friends can use their points for a variety of rewards
For the first time, we can have a stream of data about what visitors do inside the museum, not just when they show up…
Social Media Listening
Listen to the social web comprehensively
Credit Friends for online engagement
Use high engagement as a “mirror” to the community
WHY DO MUSEUMS
MATTER?
“When you can slip into a gallery for just 15 minutes to see a favorite painting, or when parents can take their children without having to budget for it, the museum takes on a societal function. It's no longer just a fortress or an amusement: it's a civic platform, where education and citizenship go hand in hand”.
WHY DO MUSEUMS
MATTER?
Jason Farago, The Gaurdian, London, 30 Nov, 2012
“For Dallas, a museum membership should be like a library card: everyone should have one, and it should foster an engagement with the museum that goes beyond the occasional visit to a kind of civic pride”.
“I hope it works. Because in a perpetually privatizing world, the kind of civic culture that the Dallas Museum of Art is trying to foster has become rarer than any antiquity”.
WHY DO MUSEUMS
MATTER?
Jason Farago, The Gaurdian, London, 30 Nov, 2012
THANK YOU!