Contemporary visual art is often ‘hard’ – it is not always pretty or easy to understand. For a contemporary art gallery to rely purely on the ‘face value’ impact of a piece to engage visitors and secure their return would be foolhardy
BALTIC has therefore set out to enhance its experience and to cultivate more regular visitors through adopting some of the best practice processes of service excellence in the commercial sector. BALTIC’s biggest asset in this ambition is its staff – particularly the frontline crew. Many of them practising artists in their own right, they are far more than invigilators. Instead, they are knowledgeable and animated interpreters, storytellers and wayfinders who can bring the best out of the art and building as a whole.