I cannot remember who coined this phrase but ouch, right? How many readers have worked in a museum where the weather (sunshine and rain) is blamed for low attendance?
I acknowledge that some people would rather hike up a fell than wander round a museum on a glorious afternoon in July. But if you have more staff than visitors in your museum while the high street is heaving with shoppers, then I’m afraid that argument just doesn’t hold [rain]water. People clearly have time to kill and money to spend but your venue doesn’t register as the place to do either of these things.
Even the high street has been slow to react to the decline of shoppers. News reports about the state of affairs at M&S and Debenhams describe the crisis in terms similar to those used by the museum sector, particularly around meeting consumer needs, creating relevant experiences and increase dwell time. Many observers recognise that people want to do more than just shop, they want a social, unique and interactive experience. IKEA Warrington has a Prosecco bar in the bedroom section and Selfridges has introduced art classes at its Manchester branch.
I think museums can learn from this and take action. So it’s back to your Museum Accreditation basics: consulting with users and non-users.
Colleen Dilenschneider’s Know Your Own Bone website is a great place to start your audience insight journey.