Abstract

The Cummer Museum of Art and Gardens is the largest fine arts museum in northeast Florida, and it has been committed to engaging the community through arts and culture for over fifty years. In 2013, The Cummer Museum Strategic Planning Task Force looked for assistance in understanding who visits The Cummer, and how frequently they choose to visit. To this end, the Strategic Planning group commissioned the Northeast Florida Center for Community Initiatives to research what The Cummer can do with “audience development.” The goal of the research was to explore recognition of The Cummer Museum, community interest in its offerings, and the motivation of community members to attend art and cultural events. When a new Director and Chief Executive took over in Spring 2019, the decision was made to “revisit” the previous research, and to survey the community to see how The Cummer had responded to the previous challenges. In this paper, we explore the results of the 2019 research project, with a focus on how perceptions of the Cummer had changed since the original research, and to provide additional information for “audience development” as we enter the decade of the 2020’s.

Presenters

Jeffry Will
Professor of Sociology and Director, Northeast Florida Center for Community Initiatives, University of North Florida, Florida, United States

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Visitors

KEYWORDS

Museum Attendance, Arts and Public Opinion, Strategic Planning

Digital Media

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