The Challenge of Engaging Millennials in Art Museums

THE CHALLENGE OF ENGAGING

MILLENNIALS IN ART MUSEUMS

Silvia Filippini-Fantoni @silviaff20

Scott Stulen @middlewest

NEA study

LaPlaca Cohen: Culture Track, 2014

Create in-gallery activities & programs that support:

• Participation

• Multi-sensory experiences

• Social interaction

• Entertainment

The IMA Approach

Participation In Exhibition Development

21% 21%

27% 31%

0%

5%

10%

15%

20%

25%

30%

35%

Art DecoAutomobiles

Duesenbergs AutomobileMasterpieces

Concept Cars

Front-End: Automobile Design

Formative: Gustave Baumann

Design Thinking Workshop

Test It Lab

Visual Identity Testing

Option 1 Option 2

Option 3

Title Testing

Paintings in the Round • Round room (12) • Round objects (8) • Paintings of round objects (7) • Music round (5) • Circular paintings, round canvas

(4) • Architecture (2) • Theatre (2) • Abstract/Geometric Art (3), etc.

On the Flipside: Secrets on the Back of Paintings

Remedial Evaluation

Summative Evaluation

• Have learning outcomes been met?

• Are visitors satisfied with their experience?

• How do they engage with the art and interpretive tools?

• What problems do visitors encounter?

• Who visited the exhibition ?

In-Gallery Participation

Inspired by Matisse

Draw a Still Life

Make Your Own Print

Multisensory Experiences

Less Text More Visuals

Multiple Platforms

Tactile Experiences

Social Interaction

2/3 observed visitors

TOUCHED THE COLOR WHEEL and DID THE FOCUS ACTIVITY

Color Wheel and Focus Activities

STIMULATED CONVERSATION

Entertainment

Pointillize Yourself

Which Dream Car Are You?

Operation Decode

Guess the # of Books

Results

Higher Visitors’ Satisfaction

BEAUTY & BELIEF AI WEIWEI INDIANA FACE TO FACE O’KEEFFE

Learning Outcome 1 73% 87% 97% 93% 90%

Learning Outcome 2 67% 77% 86% 83% 80%

Learning Outcome 3 67% 53% 79% 63% 57%

Learning Outcome 4 60% 47% 79% 50% 57%

Learning Outcome 5 47% 40% 62% 37% 53%

Learning Outcome 6 40% 40% 34% 33% 33%

Learning Outcome 7 30% 30% 24% 20% 30%

Learning Outcome 8 23% 27%

Old Model New Model

Key Messages

High Usage of Interpretative Tools

30-50% 40-70%

46% 60%

40%

60% 24%

23%

Successful Participatory Projects

60%

• More likely to use hands-on and participatory experiences: • Families • People visiting with other adults • 34 and younger • Facilitators

• More likely to use text-based

interpretation, audio guides, guided tours: • 55+ • Explorers & Professional Hobbyists

Growing # of Facilitators

AUDIENCE

EXPEREINCES

AND

PERFORMANCE

ARTx serves as a platform

for innovative, participatory

engagement with the IMA

through dynamic and

sustainable public

programming.

OPEN FIELD

SOCIAL

POP-UP PARK

COMMUNITY DAYS

FAMILY DAYS

CEREAL CINEMA

KNOW NO STRANGER

B-MOVIE BINGO

MONSTER DRAWING RALLY

PARTICIPATORY

GROWN-UP SUMMER CAMP

GROWN-UP SUMMER CAMP

ARTxFIT

KARL UNNASCH

E IS FOR EQUINOX

TEMPORARY SUBURBAN

UNIQUE

WATER MINING

CHRIS KALLMYER

SILENT NIGHT

PERSONAL DJ

WINTER NIGHTS: FARGO

FUN

Fun Does Not Equal Frivolous

Smart Does Not Equal Boring

CAR BREAK-IN WORKSHOP

JASON TORCHINSKY

SUMMER NIGHTS

IMAARTx IMA_ARTx ima_artx ArtX.IMA

ARTx MOBILE

ARTx by the Numbers • 117 Programs

• 23,505 people in attendance

• ARTx programs worked with 454 artists

• IMA membership reached 12,628 member households at the close of fiscal year 2015, a 24% increase.

• Related to ARTx, the IMA has generated 121 unique news stories from 285 different media outlets since its launch

Provide relevant and

engaging content –

and smarter planning

Target our audiences

and meet them when

they are available

Provide amenities

to encourage social

interaction and

enhance visitor

experience

Carefully balance

free and paid

experiences

THANK YOU

Silvia Filippini-Fantoni @silviaff20

Scott Stulen @middlewest