Things have changed dramatically in the past 25 years in visual arts marketing and in particular how we think about our audiences. In this article the author reviews the period and provides a ‘once in a lifetime’ case study from Manchester City Galleries. You’ll find details about what approach was taken in order to put audiences at the heart of the organisation and position the gallery at the forefront of the city’s cultural life and visual arts scene.
What has Manchester City Galleries learned?
- It has learned more about the balance of what is needed to make a successful organisation.
- Consultation gives guidance and no more – asking people what they want is not going to give answers.
- The ‘wrap around’ is crucial – if the person at the door isn’t welcoming or the toilets are a mess then this spoils a visit.