Who's going to the gallery? A case study from the Sydney Metropolitan region
In 2005 Museums & Galleries NSW found that there was little audience research undertaken by organisations within the state - and where it did occur, there was little consistent methodology. The Australia Council for the Arts funded a strategic audience evaluation and development study which took place over two years to benchmark audiences. This report provides an abridged version of the larger Sydney Metropolitan region paper and includes an overview of the audience profile across ten participating galleries.
As highlighted in the methodology, Sydney Metro galleries have dramatically different proportions of 'tourists' (non-Sydney residents).
Within the segment of Sydney residents, the characteristics of visitor populations differ greatly from gallery to gallery. The Sydney Metro Index provides an averaged, standardised benchmark by which galleries can understand how they might be different from other galleries in the Sydney Metro region.