The 2017 Culture Track Study produced by the cultural marketing agency LaPlaca Cohen, has just been released, and some of the findings about art museum attendance are really surprising. This article from Artsy does a terrific job of breaking down a few of the biggest takeaways. The most significant one, which also headlines the article, is that 37% of art museum visitors don’t view museums as a cultural experience!
Whoa! Does this mean culture is vanishing or somehow slipping through our fingers? Absolutely not, but rather, the definition seems to be changing, and for museums (along with other arts and cultural organizations) the implication is that they must also evolve their branding and marketing tactics to reflect this. Another significant learning from the survey is that 81% of audiences are motivated to attend a cultural activity because they want to have fun.Read the Article